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As early as the sixteenth century, the Mughal emperors used relays of horsemen to bring ice from the Hindu Kush to Delhi where it was used in fruit sorbets. Kulfi is a type of ice cream which is very closely related to the Persian ice cream and is still sold by road side vendors and in restaurants The Indian ice cream was till recently reserved for the small scale sector. It was opened to large-scale manufacture only in 1997. Since then the market has been witnessing fierce battles and huge investment on the part of major players in cold chains and infrastructure. The over all industry has been growing in the region of 15-20% over the last five years. The country has a per capita consumption of 0.25 ml approximately. Info quest India’s report on ice-cream market in India gives the salient features of the industry in a clear and concise format.
Market Size and Growth
Now a day Ice creams are available in various forms such as Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta, Cups, Party packs etc. Candy sticks account for about 25-30% of volumes, where as cups and other novelties contribute the rest.
PGDMS & RC, S.I.T. Tumkur
Frozen desserts market in India is very small and refers to vegetable fat (instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made in house and served in 5 star hotels. The ice-cream market growth during the late 80’s and early 90’s was very low at around 2-3%p.a, but slowly the market has started picking up especially after Dereservation of the sector in 1997. For last 1-2 years the ice-cream market in India is growing at 15-20% per annum and presently in 2006-2007 it is estimated at worth of Rs 15-20bl. This growth rate is expected to continue for another 2-3 years because of lower base. Of the total size of Rs15-20bl, around 30-32% is in the hands of organized sector valued at Rs 4.9bln, rest all is with the unorganized sector. The growth rate could have been even higher but for poor infrastructure, high excise duty /sales tax etc. Excise on ice cream was increased from 13% to 16% in the FY2000 budget. Market growth historically was stunted up by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain. As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with its Dollops brands, but was unsuccessful in building up a significant franchise and withdrew two years later. In the absence of any competition from
PGDMS & RC, S.I.T. Tumkur 2
Macs, local players were able to build up a strong franchise in respective local areas. Some of the players were built up their market through exclusive parlors. But in most cases parlor network also could not extend beyond local limits. At the beginning of the first phase of liberalization, AMUL entered the market through frozen desserts route. Both Amul and Hindustan Lever''s (HLL) Kwality Walls claim to be the largest selling ice-cream brands in India. While HLL quotes a market research study by AC Nielson, which puts Kwality Walls at the No 1 spot, an independent study by Ahmedabad-based Consumer Education and Research Society (CERS) ranks Amul as No 1, followed by Kwality Walls (among four brands including Vadilal and four loose samples) on various parameters of taste, melting quality, weight, fat and sugar content. Maul ice-cream, manufactured by the largest milkproducing co-operative was introduced in Mumbai in 1996, intensifying the competition. In the 1997, the sector was de-reserved from small scale, based on the recommendation of the Abed Hussein Committee report, on the ground of hygiene and technology. Removal of licensing restrictions and investments by new players in capacity and market expansion is expected to lead to rapid demand growth in this sector.
PGDMS & RC, S.I.T. Tumkur
I. Chocochips. on the basis of stock keeping units/ packaging by retailers and on the basis of consumer segments. Rose. On the basis of flavors the market today has a number of flavors like Vanila. Tutti Frutti. S. Chocolate. The market is totally dominated by Vanilla. Kaju Draksh. Strawberry and Chocolate. Kesar Pista. Rajbhog and Cashew Break. Litchi.T. Honey-Dew-Melon. Cones Cups Tri cones Swirl Candies On the basis of the consumer segment the market can be divided in to Impulse segment ( pull cart) PGDMS & RC. Pineapple. which combinedly account for more than70% of the market followed by butterscotch and other fruit flavors. Butterscotch. Strawberry. namely on the basis of flavors. Tumkur 4 . Orange. Mango.Ice cream market can be segmented in three different ways. On the basis of stock keeping units/ packaging the market can be divided in to 4 segments.
The candies are priced in the range of Rs15-20.T. Candies. Tumkur 5 . Family packs available in wax coated paper/plastic tubs are sold at around Rs50-60 for the popular flavors like vanilla and strawberry etc. S.I. Cones. And for premium flavors the price will be around Rs150-200. Parlors While institutional or catering accounts for around 15%. Family packs. Distribution of national brands is done through PGDMS & RC. DISTRIBUTION The ice cream distribution chain typically consist of a distributor / stockiest and the retailer. Most players have regional operations with production facilities located near the market as adequate cold chain facilities for transportation over long distance is not available. the category is growing very fast. But now with players emphasizing on cones and softies. The most popular is the category of Cups. PACKAGING Ice cream is marked in various types of packaging namely Cups. retail and other impulse combinedly take the major chunk with 70% of the market. Retail ( Home take a ways) Institutional / catering. which are available in size of 100150ml sold in the Rs8-15 price range.
Today most of the companies in the industry are opening these ice cream parlors to cater to retail segment. Vadilal.owned or leased cold storage facilities located in the major consumption centers from where the supplies are sent to distributors or directly to retailers. the significant brands are Amul. There are estimated 150 manufactures in the organized segment.I. which accounts for 30-35% of sales around 2500 units in the unorganized market. S. which may be company owned or franchise outlet and other retail outlet like provision stores. In the organized segment. Kwality Walls. PGDMS & RC. Mother Dairy and Baskin Robbins. Tumkur 6 . MAJOR PLAYERS The Indian ice cream market is dominated by a large number of small local manufactures and regional players. The companies are emphasizing on this from of retailing. The retail network for ice cream consists of exclusive ice cream parlors. More over with retail margins being in the range of 18-20% coupled with urbanization. hotels and restaurants.T.
Region East West Brands Taluka. Rollicks (Indus ice-cream) Nature world. Magnum.T. These players have mostly concentrated on large metro cities. Cometto. hotels. restaurants. roadside stalls on high ways. Vadilal. Tumkur 7 .Major National Players GCMMF/Other Milk Co-operatives Hindustan Lever Vadilal International Mharashtra Dairy products Brands Amul.I. S. Dairy Fresh Baskin Robbins Besides the national brands there are other premium brands. groceries. Pastonji. Mother Dairy Kwality Walls. These players sell through their exclusive parlors. Max. which have carved a niche for themselves in their respective regional markets. Naturals (In Mumbai only) Dinshaw’s (In Maharashtra only) Havmor ( In Gujarat only) Yum of Dairy Den (In Gujarat PGDMS & RC. Dairy Classic. The major national players sell through franchise parlors as well as through retail stores.
which are popular in the southern cities. Which are priced at a premium over the AMUL and Kwality Walls brands? The Arun promoted by Hatsun Foods Pvt. Nirula’s Arun ( Hatsun Foods). Tumkur 8 . Together Arun and Joy have a sizable presence in the Southern markets of Chennai and Tamil nadu. Joy. Arun sells its ice cream through exclusive parlors. Ltd. Naturals. Joy is another marginal national player has a stronger presence in the South. Nandini ( Karnataka only) Mumbai has several players such as Nature World. But Amul has acquired its most market in Northern region.only) North South Mother Dairy. Along with this Nirula’s is a strong local player in Delhi. Mother Dairy the Delhi version of the Amul brand also has a strong presence in the Northern region. Ice cream Express. S. PGDMS & RC.I.T. Dinshaw’s etc. is a dominant brand in South.
Milk supply in India is largely controlled by the regional milk cooperatives. has been the latest entrant in the national ice-cream market. It has launched milk based ice-cream under its flagship brand Amul in January 1997.I. GCMMF has a tie-up with the Karnataka Milk Marketing Federation. GCMMF itself is the leading supplier of milk in the Western region. Competitive pricing: GCMMF can procure milk at lower prices as compared to competition. Amul has been launched at a substantial price discount to main competitors Kwality Walls and Vadilal. Infact. An advantage in procurement of milk is the key raw material in ice-cream. which is marketed under the Amul brand name. PGDMS & RC. Besides procurement from other regional cooperatives is also easier for GCMMF as compared top other players. Tumkur 9 . S.Gujarat (GCMMF) Co-operative Milk Marketing Federation GCMMF. better known through its Amul brand. GCMMF has a distinct edge over existing competitors and expected new entrants on several counts. This has helped in attaining a good volume grown in a short time span.T. which manufactures ice-cream on be-half of GCMMF.
S. Presently Amul ice-cream has second highest market share of about 39% and also has a high brand recall. Patna and Bangalore and other one in Tarapur.I. which market its other milk products such as cheese and butter.Brand awareness is high: The Amul brand has a strong equity in milk products and GCMMF has managed to leverage on this brand equity and attained over 20% market share in Mumbai within a year of its launch. Hence distribution reach the single most important factor in creating a critical mass is already available. which is Asia’s largest and most modern integrated ice-cream manufacturing plant and uses world renowned refrigeration units and an efficient cold chain. one each in Delhi. Tumkur 10 . The company has a total of 7 ice cream manufacturing units three are in Gujarat. Established distribution network: GCMMF already has a wide retail distribution network. The company has gone national during the year (FY01) with setting up of proper infrastructure facilities of cold storage for eastern markets. It has also tied up with various regional Dairy co-operatives like Mother Dairy (Delhi) for the northern PGDMS & RC.T. The company is also said to be in talks with cooperative federation of UP and MP for contract manufacturing its ice-cream in Lucknow and Ujjain Dairies. GCMMF main ice-cream manufacturing facility is located at Gandhinagar.
It set up an R&D center to support product development in all its activities. Mother Dairy (Bangalore) for the southern market. The company also forward integrated by setting up a division to fabricate refrigerated vehicles and de-freezers for retail stores.market. The company’s talks with Vadilal for buying out Barailley icecream unit would help in supporting eastern regions operations of the company. Tumkur 11 .000 dedicated retailers. VIL’s distribution networks consist of 10. And has set up 6 wind-turbine generators of 320KW. S.I. VADILAL INDUSTRIES LTD (VIL) The Vadilal group’s origins can be traced back to entrepreneur Vadilal Gandhi’s ice-cream manufacturing units at home with a hand-cracking machine in 1930. mixers and chemicals. Ice-cream. It grew from strength and acquired all India market share of 15% and over 50% market share in Gujarat. The company also backward integrated into manufacturing of biscuit cones. The company presently is said to be in talks with co-operative Dairies in Ujjain and Lucknow for its operations in northern and eastern markets. the core business of VIL account for 60-65% of turn over.T. And Patna Dairy Project for increasing its reach. The company has also invested in a wind farm project at Jamnagar in Gujarat. The group also has interest in industrials gases. Its Vadilal and Dairy Fresh brands have a strong presence in the Western market (mainly a PGDMS & RC. paper cups and equipment for ice-cream freezers.
each distinct in taste with regular additions to the range. which do not suit the Indian palate. There are over 70 unforgettable varieties.I. To the ice-cream lovers in South India. ARUN ICE CREAM Arun Ice Cream: It is the No 1 ice cream brand in South India. Arun has over 1000 exclusive parlors. Arun offers fascinating flavors and combinations. Tumkur 12 . The company currently imports essence and flavors but has been facing problems in terms of import of certain types of certain types of coffee beans and animal fat content in certain ingredients. It has been proposing to procure flavors from Bush Allen Broake India. BASKIN ROBBINS INTERNATIONAL Baskin Robbins International. Allied Domecq set up shop in 1995 in a joint venture with the Ravi Ghai Group under the name of Maharashtra Dairy Products Manufacturing.Gujarat) Vadilal decided to go national 5 years ago and set up a processing plant at Dharampur village. Hence the company has now decided to achieve a 70% indigenization level. The company has since reduced its price to Rs25 from Rs30 plus and this has had a positive impact on the companies volumes in the current year.T. Valsad in Gujarat. Baskin Robbins ice-creams were initially launched at a substantial price premium and were able to create a critical mass in the price premium and were unable to create a critical mass in the price sensitive Indian market. S. Among these. many of them are PGDMS & RC. the 100% subsidiary of global players.
4 million kg) per day.4 million kg) per day achieved during 2005-06. PGDMS & RC. The highest procurement as usual was recorded during January 2007 at 84.38 lakh kilograms (6. COMPANY PROFILE REVIEW OF OPERATIONS MILK PROCUREMENT Total milk procurement by our Member Unions during the year 2006-07 averaged 67.09 lakh kilograms (8. keeping in mind the massive loss suffered by our farmers due to floods during the monsoon season. specially in Surat district.I. S.5 per cent over 64. This increase in milk procurement is very impressive.25 lakh kilograms (6.India’s first and trendsetters in their category.7 million kg) per day.T. Like the amazing ‘Color Magic’ an ice-cream that changes colors. Tumkur 13 . representing a growth of 4.
Similarly. Our sales in Amul Processed Cheese have shown consistent and very impressive growth. yet again.84 crores (Rs.T. year after year. we have launched Probiotic and Sugar-free Ice-cream to cater to the growing health conscious segment. by registering impressive growth in sales. We have PGDMS & RC. we have now become a billion dollar organization. We managed to register double-digit value growth in Butter and Milk Powders.I. we recorded 20% growth in value sales for Cheese. 42. our sales value in the Flavoured Milk segment has seen an exponential increase of 55%.277. sales of our Federation registered a growth of 13. despite intense competition in these categories. In 2006-2007. UHT Milk has also shown an impressive value growth of 25%.4 per cent to reach Rs. With the highly successful launch of Amul Kool Café. I am also pleased to note that our Federation has done remarkably well in most of the value-added consumer packs. In line with our policy of continuous innovation. when viewed from the perspective of 29 per cent growth that we had achieved last year. 4.SALES During the year. We reaffirmed our status as the undisputed leader in Ice-cream segment. Sales of Amul Milk in pouches have grown by 40% in value terms. In global terms. S.77 billion). Tumkur 14 . This is an extremely impressive growth. sales of Ghee in Amul and Sagar brands have also grown by 28%.
Amul Lite and Delicious Margarine have performed extremely well. historically they have rarely had any beneficial impact on farmers who supply agricultural produce to them.introduced an entirely new range of chocolates in world-class packaging. S. we have decided to set up our own Amul Preferred Outlets (APOs). Across the world. it is observed that the farmer’s share in the consumer’s rupee. The Retailing operations would not only help farmers and PGDMS & RC. To counter this. Tumkur 15 .T. The entire expansion drive is based on the franchisee route adopted by GCMMF. GCMMF ventured into organized retailing in 2002 with a view of getting closer to the consumer and provide her the complete brand experience. under the brand name Amul Chocozoo. within the next few years. as well. While large retail chains do provide some convenience to consumers. with a combined growth of 58% in sales value. keeps on declining due to the rising bargaining power of supermarket chains. which means an employment opportunity for thousands of enterprising Indians. all across the country.I. In the health-spread category. in a short period of time. RETAILING The advent of modern format retailing has led to a sea change in purchasing behaviour of consumers. This phenomenon will definitely take place in India. We have made our presence felt by creating several strategically located parlours.
DISTRIBUTION NETWORK Overall economic growth.I. S. To impart concepts of modern marketing amongst our distributors an initiative of Marketing and Sales Management Programme of our distributors have been taken. Our product lines were divided into Main Line and New Line. higher disposable incomes. To keep pace with the changing market scenario. For specific product categories also exclusive distributors have been appointed. Separate distributors were appointed during the year exclusively for New Line. changing attitude of consumers towards spending.small time entrepreneurs to counter the onslaught of Modern Format stores but would also help consumers to relish complete Amul brand experience. Separate manpower has been earmarked for each line. During this year we have divided markets into 14 segments to ensure improved availability of our products. PGDMS & RC. various alternative consumption forms. in the previous years. Improved distribution focus on newly launched products was on top of our agenda. we have increased our distribution network in small towns.T. and emergence of Organised Retail throws up challenges and also opportunities to the Distribution function of Federation. Tumkur 16 .
in competition with Kwality Walls and Mother Dairy for the country’s largest ice cream market. Tumkur 17 .T. All distributors of Federation will undergo this Training Programme. as against the national average of 0.In collaboration with a premier business school. a newsreport said. a 2 days workshop has been designed. which is a brand of AMUL’s sister. Caterers etc. Amul will source its entire ice cream PGDMS & RC. Amul Yatra programme has been continuing to bring our channel partners to Amul to give them an exposure to our cooperative institutions. This year our emphasis was upon our newly appointed distributors and channel partners from various business segments like Organised Retail. the company hopes to increase the market-share of the co-operative sector in the Delhi market. Amul Ice-cream in Delhi: The Gujarat Co-operative Milk Marketing Federation has launched its ice cream in Delhi.25 litres. co-operative concern. By keeping the prices of Amul at the same level as Mother Dairy and lesser than those of Kwality Walls.I. It also boasts of a per capita annual ice cream consumption of 1.8 million litres. The Delhi ice cream market is expanding by 20 per cent each year and Amul has entered this market to cater to this expanding market. S. The Delhi market is currently dominated by Hindustan Lever Ltd’s Kwality Walls and Mother Dairy. Delhi currently accounts for around 18 per cent of the country’s estimated Rs 525 crore organised ice cream market of 80.45 litres. National Dairy Development Board (NDDB).
Also.I.000-odd deep freezers to Delhi under its ‘Hamara Apna Deep Freezer’ (HADF) scheme. The company claims to have sent 1. PGDMS & RC.requirement (including for Delhi) from its Gandhinagar plant. S. Tumkur 18 . retailers are being encouraged to buy their own deep freezers with Amul negotiating a discounted price on their behalf with companies like Blue Star. Voltas and Carrier.T.
TITLE OF THE STUDY “ACCEPTANCE AND AWARENESS OF AMUL’s PROBIOTIC ICECREAM CUSTOMERS” TOWARDS RETAILERS AND 2. STATEMENT OF THE PROBLEM To determine the customers and retailers response. PGDMS & RC. OBJECTIVE OF THE STUDY 1) To determine customers awareness towards the AMUL’s Probiotic icecream. awareness and acceptance with reference to AMUL’s Probiotic ice-cream.I. Tumkur 19 .T.DESIGN OF THE STUDY 1. 2) And also determining the customer’s acceptance towards AMUL’s Probiotic ice-cream. S. And the study thus seeks to collect the information from customer’s awareness and acceptance as well as retailer’s acceptance in their respect.
And also customers and retailers view towards Product. Tumkur 20 . And also with a view of positioning a new Probiotic ice-cream in the market.3) And also finding the retailers awareness and acceptance towards the AMUL’s Probiotic ice-cream. OPERATIONAL DEFINITIONS OF CONCEPT PGDMS & RC. Price. SCOPE OF THE STUDY The study is under taken to gather information about AMUL’s Probiotic ice-cream and also gathering of information about AMUL ice-cream and its awareness and acceptance towards retailer and customer. while go for AMUL icecream when compared to competitors ice-cream like Kwality Walls. And above all. Availability and Distribution. Joy.cream with reference to AMUL. S. 5) And identify which factor influence most.I. Dairy Rich and Arun.T. the same analysis can be extended to wider geographical area. Dairy day. 4) To determine the customers response towards the flavor of Probiotic ice. The study is also based on where the customers are satisfied with AMUL ice-cream and also retailers are satisfied with the selling of this Probiotic icecream as well as AMUL ice-cream.
PGDMS & RC. 2.1. FLAVORE PREFERANCE: . 4.Brand is the term sign symbol or design or a combination of these which intended to identifying of the goods and services of one seller or group of sellers and to differentiate them from the competitors.Acts of individual directly involved in obtaining and using economic goods and services including decision process that decide these acts. MARKET: .I. S. Tumkur 21 .It is the selection preference of the consumer towards a particular brand of product in comparative evaluation with other brand.T. CONSUMER: .Market is the set of all potential and actual buyers of the product. 5.It is the selection preference of consumers towards a particular flavor of the product. BRAND: .Consumer is an individual or a group of individual in a family who buy goods and services for personal and final consumption. CONSUMER RESPONSE: . 6. BRAND PREFERANCE: . 3.
7. COLORED PREFERANCE: - It is the selection preference of consumer
towards a particular color of product.
8. MEDIA: - Media are the paths and channels of communication through
which the advertisement message reaches from the sender to the receiver.
LIMITATIONS OF THE STUDY
• Area was restricted to Bangalore only and the respondents may not be true representative of the Universe.
• Sample size was restricted to 120 respondents.
And no much information could be collected about AMUL’s Probiotic ice cream as it is just one among several products of AMUL ice cream.
Another aspect may be inferred on the shortage of time.
PGDMS & RC, S.I.T. Tumkur
METHODOLOGY OF DATA COLLECTION
1. SOURCES OF DATA
a) Primary Data
The method was adopted for this study. Field work was carried out to collect the necessary data. Respondents were asked to fill in schedule of questions i.e. the questionnaire was used to collect data. The questions were of type of closed-ended. The information thus gathered committed primary.
b) Secondary data
PGDMS & RC, S.I.T. Tumkur
Secondary data is the quiet most economical way for researcher to find possible hypothesis. It is to take advantage of the work of others and utilize their own earlier efforts.
2. SAMPLING DESIGN
Sampling design must be addressed in any sampling operation. This subject is divided in to:-
Determining sample unit Selecting sample item Estimating universe characteristics from sample data for our study purpose.
Collection of data was made from the consumer of AMUL ice-cream. The respondents were selected randomly. Localities were chosen and places were AMUL outlets were established were taken in to consideration for study.
PGDMS & RC, S.I.T. Tumkur
PGDMS & RC.T.b) Selecting the sample To select the sample items from the Universe probability method was used in which the respondents were randomly selected. e) Geographic area of study The area of the study was restricted to only to Bangalore due to lack of time. S. Respondents were divided on the basis of geographical distribution and even retailers were also divided on the basis of geographical distribution and were varying demographic factors. Survey was conducted on AMUL’s outlets were AMUL ice-creams available. c) Sample size The sample size chosen was 120 including consumers as well as retailers of AMUL ice-cream. They were randomly selected from infinite population.I. d) Sampling procedure Random Sampling was carried out on AMUL’s ice-creams. Tumkur 25 .
It clearly defines what to measure and how to measure.I. the source of data collection procedure. Tumkur 26 . type of research design. If specific type of information to be collected. The closed ended type of questions was used to know the PGDMS & RC. The following types of research design are Exploratory design Descriptive design Causal design FOR OUR STUDY PURPOSE Ours was descriptive research design. It was a rigid one there was a precise statement of the problem tool of data collection. The questionnaire was used to collect the data from customers as well as retailers. A research design is nothing but the basic plant that in data collection analysis.T. TOOLS AND TECHNIQUES OF DATA COLLECTION A research design is a method and procedure acquiring information needed to solve the problem. S.3.
The outlet that is retailers and customers are co-operated a lot to collect the data and get the questionnaires filled up. FIELD WORK The field study began with a draft questionnaire. But before going to the retail outlets of AMUL. and other views. price. 4. I took the retail outlet addresses from the distributor of AMUL ice-cream and then prepared the questions by self. The data which is collected was through the personal meeting with the customers and also personal visits to the AMUL ice-cream outlets. before conducting actual survey.T. and then did the survey. promotion. And the work was done by contacting the AMUL Probiotic ice-cream consumers and as well as the AMUL ice cream retailers. And the actual surveys were conducted for a period of 4 weeks in various areas of Bangalore and were the AMUL outlets located. packaging.awareness of customers and also the acceptance of AMUL ice cream by customers and retailers.I. PLAN OF ANALYSIS PGDMS & RC. And also these questions were used to know the opinion of this AMUL ice-cream product. S. Tumkur 27 . Then questionnaire were reframed after getting help from the external guide.
The questionnaire was administered to 120 respondents that include both retailers as well as customers of AMUL ice-cream in Bangalore. The demographic variables not only distinguish the customers group for this consumption of AMUL ice-cream and AMUL’s Probiotic ice-cream. the users that is customers of AMUL ice-cream only were interviewed. For this purpose this study. PGDMS & RC. but also influence the customers buying decision.T. Respondents were selected randomly and then catered into various basis. No research can be undertaken without the co-ordination of the customers and retailers who are interview. Hence it is absolutely necessary to categorize respondents on the basis of their income and age. As an individual progress through various stages in life. The proportion and percentage are calculated and are used for analysis and interpretation. Tumkur 28 . his/her needs vary accordingly and this is so especially in the case of customer items. tables were drawn and percentage calculated. Therefore respondents play aviated role in study of consumer oriented research. And from the data collected.I. S.
PARTICULARS Yes No RESPONDENTS 40 0 PERCENTAGE 100% 0% FREQUENCY 40 35 30 25 20 15 10 5 0 yes no yes no PGDMS & RC.T. Tumkur 29 . S.I.AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE CREAM FOR RETAILERS Table 1 1. This table shows awareness of Amul ice cream.
T.Table 2 2.I. Tumkur 30 . PARTICULARS yes no RESPONDENTS 16 24 PERCENTAGE 40% 60% 40% 60% PGDMS & RC. Table showing the approach of the distributors to the retailers. S.
T.Table 3 2.5% PGDMS & RC. PARTICULARS yes no RESPONDENTS 19 21 PERCENTAGE 47. Tumkur 31 . The number of retailers who are ready to sell the Amul ice cream.5% 52.I. S.
PARTICULARS yes no PGDMS & RC. S.T. Tumkur RESPONDENTS 40 0 PERCENTAGE 100% 0% 32 .1 2 AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE CREAM FOR CUSTOMERS Table 4 1. Table shows awareness of Amul ice cream towards customers.I.
PGDMS & RC.frequency 40 35 30 25 20 15 10 5 0 yes no frequency Table 5 3.I.T. Table showing the frequency of consumption. Tumkur 33 . S.
5 20 27.PARTICULARS Once in a week More than once in a week Once in a fortnight Once in a month RESPONDENTS 11 08 11 10 PERCENTAGE 27. S. Tumkur 34 .T.5 25 PERCENTAGE Once in a month 25% Once in a week 27% More than Once in a once in a fortnight week 28% 20% Table 6 PGDMS & RC.I.
Table showing the preferred quantity of purchase. S.T.5 PGDMS & RC.5 200ml 4 10 >500ml 9 22.5 10 22. Tumkur 35 . PARTICULARS 50 ml 100ml 200ml >500ml RESPONDENTS 12 15 04 09 PERCENTAGE 30 37.5 PREFERED QTY.I.3. OF PURCHASE 40 30 20 10 0 frequency percentage 50 ml 12 30 100ml 15 37.
T. S.Table 7 4. Table showing the flavor like most? PARTICULARS Strawberry Chocolate Vanilla Others RESPONDENTS 08 10 18 04 PERCENTAGE 20 25 45 10 PREFERED FLOAVOUR Strawberry Chocolate Vanilla Others PGDMS & RC. Tumkur 36 .I.
5 0 frequenc y V ery good G ood A verage P oor PGDMS & RC.5 45 12.T. S.Table 8 5. Tumkur 37 .I. Table showing the position of the AMUL ice cream compared to other brands. PARTICULARS Very good Good Average Poor RESPONDENTS 17 18 05 0 PERCENTAGE 42.
5 10 PGDMS & RC.Table shows’s the most preferred packaging material.T. S.Table 9 6 . Tumkur 38 . PARTICULARS Cups Cones Tubs Candy’s RESPONDENTS 18 09 09 04 PERCENTAGE 45 22.5 22.I.
PARTICULARS Very good Good Average Poor RESPONDENTS 03 23 09 05 PERCENTAGE 7. S.5 Tubs 9 22.5 22.5 12.5 PGDMS & RC.PREFERED PACKAGING MATERIAL 50 40 30 20 10 0 frequency percentage Cups 18 45 Cones 9 22.5 Candy’s 4 10 Table 10 7.I. Tumkur 39 .5 57.T. Table showing the availability of ice cream in retail outlet.
PARTICULARS yes no RESPONDENTS 31 09 PERCENTAGE 77.5 22.AVAILABILITY OF ICE CREAM IN RETAIL OUTLETS Very good Good Average Poor AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE CREAM TO RETAILERS Table 11 1 Table shows awareness of Amul Probiotic ice cream towards retailers.5 40 PGDMS & RC.T. Tumkur .I. S.
I. S.T. PGDMS & RC. Tumkur 41 .AWARENESS OF AMUL PROBIOTIC ICE CREAM Yes No Table 12 2. Table showing the Awareness of the retailer about Probiotic ice cream.
PGDMS & RC. S. Table showing the customer’s response towards Probiotic ice cream.5 AWARENESS OF PROBIOTIC ICE CREAM BY RETAILERS 45 40 35 30 25 20 15 10 5 0 ist rib ut or s O th er s t m er s m en PERCENTAGE se ve rti C us to Ad D Table 13 4.PARTICULARS Advertisement Customers Distributors Others RESPONDENTS 09 12 16 03 PERCENTAGE 22. Tumkur 42 .I.T.5 30 40 07.
S.T.5 THE CUSTOMERS RESPONSE TOWARDS PROBIOTIC ICE CREAM Poor Average Good percentage frequency Very good 0 10 20 30 40 50 60 70 QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE CREAM PGDMS & RC. Tumkur 43 .I.5 7.PARTICULARS Very good Good Average Poor RESPONDENTS 08 24 05 03 PERCENTAGE 20 60 12.
I. PARTICULARS yes no RESPONDENTS 9 0 PERCENTAGE 100 0 PGDMS & RC.T. S.Table 14 1. Table shows awareness of Amul Probiotic ice cream towards customers. Tumkur 44 .
Table showing how the customers came to know about the Probiotic ice-cream PARTICULARS Advertisement Distributors Customers Others RESPONDENTS 4 2 3 0 PERCENTAGE 45 22 33 0 PGDMS & RC.I. Tumkur 45 .T. S.AW ARE NE S S O F AM UL 'S P RO B IO T IC IC E C RE AM B Y C US T O M E RS 0% yes no 100% Table 15 2.
I.T H E V A R IO U S F A C T O R S T H R O U G H W H IC H C U S T O M E R C O M E T O K N O W A B O U T P R O B IO T IC IC E C R E A M 50 40 30 20 10 0 p e rc e n t a g e A d ve rt is e m e n t 45 D is t rib u t o rs 22 C u s to m e rs 33 O t h e rs 0 Table 16 3. S. Tumkur 46 . PARTICULARS Anjir Strawberry Vanilla Others RESPONDENTS 2 3 4 0 PERCENTAGE 22 33 45 0 PGDMS & RC.T. Table showing the flavors customers buy most.
Table showing the frequency of consumption.T. S.THE FLAVOUR MOST PREFERED BY THE CUSTOMERS 50 40 30 20 10 0 percentage 22 33 45 Anjir Strawberry Vanilla Others 0 Table 17 4.I. Tumkur 47 . PGDMS & RC.
33 More than once in a 3 week Once in a fortnight Once in a month 0 3 frequency 33% 34% Once in a week More than once in a week Once in a fortnight Once in a month 0% 33% PGDMS & RC.PARTICULARS Once in a week RESPONDENTS 3 PERCENTAGE 34 33. S.I.33 0 33. Tumkur 48 .T.
I.T. Tumkur 49 . Table showing the availability of ice cream in retail outlet.Table 18 5. PARTICULARS Very good Good Average Poor RESPONDENTS 0 7 2 0 PERCENTAGE 0 78 22 0 THE AVAILABILITY OF PROBIOTIC ICE CREAM IN RETAIL OUTLETS 80 70 60 50 40 30 20 10 0 percentage Very good Good Average Poor PGDMS & RC. S.
Tumkur 50 . PARTICULARS 100 ml 125ml 500ml >500ml RESPONDENTS 1 7 1 0 PERCENTAGE 11 78 11 0 .Table 19 6. S.I. Table showing the preferred quantity of purchase. THE PREFERED QUANTITY OF PURCHASE BY THE CUSTOMERS 78% 100 ml 125ml 500ml >500ml 11% 0% 11% PGDMS & RC.T.
PARTICULARS Greater extent Up to certain extent No change RESPONDENTS 0 7 2 PERCENTAGE 0 78 22 THE FREQUENCY OF CONSUMPTION PATTERN ON PRICE DISCOUNT 90 80 70 60 50 40 30 20 10 0 Greater extent Up to certain extent No change percentage PGDMS & RC. Tumkur 51 .Table 20 7. Table showing the influence of price discount on consumption. S.I.T.
INTERPRETATION AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE CREAM FOR RETAILERS Table 1: Table 1 show that the respondents that is retailers who were asked to find the percentage of awareness of AMUL ice cream. S. Tumkur 52 . Table 2: Table 2 shows that. So we were asked to retailers about the Distributors so in that about 16 that is 40% retailers told that Distributor has approached them for PGDMS & RC.T. in that out of 40 questionnaires all 40 retailers are aware of AMUL ice cream. So from this table we conclude that the awareness of AMUL ice cream is 100%.I. the retailers are asked to know the supplying of AMUL ice cream by the Distributors.
5% of retailers they are not ready to sell the AMUL ice cream. S. Tumkur 53 . AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE CREAM FOR CUSTOMERS Table 4: Table 4 shows that the. Because they are already approached by competitors. when the customers are asked about the AMUL ice cream to find out the awareness of AMUL ice cream towards consumer. Table 3: And the Table 3 shows that the number of retailers who are ready to sell the AMUL ice cream is 47. and other 52. so we find that all the respondents replied that they are aware of AMUL ice cream so that the awareness is 100%.selling of AMUL ice cream and other 24 respondents told that they have not approached by the Distributors.T.I. PGDMS & RC.5%.
majority of peoples they responded that that is 11 respondents told that they consume AMUL ice cream Once in a week i. S.e.I. I.5%. 27. and second majority of customers who consume this 50 ml cups is 30%. So majority of people who consume more is once in a week and once in a Fort Night.Table 5: Table 5 shows that the.e. Tumkur 54 . 20% like strawberry.T. and other flavor like by customers are of 10%. and rest of the 10 peoples who will consume Once in a Month. 37.e. and other 11 respondents told that they like to consume Once in a Fort Night i. and 08 peoples like to consume More than Once in a week i. 20%. Table 7: It is clear from the Table 7 that. 25% like chocolate. 22.5% customers they like to consume more than 500 ml family packs. and other 9 customers responded that i. 28%. Table 8: PGDMS & RC. 45% of them like Vanilla flavor.e.e. Table 6: It is clear from the Table no 6 that majority of consumers who purchase 100 ml cups.5%.
5% of peoples they like Cones. 9 peoples they like Tubs packaging material.5% replied that it is Very Good.T. and 22.5% of peoples replied that it is Average. and 22. PGDMS & RC. 45% of customers answered that they like Cup. Table 9: From table 9 it is concluded that. majority of customers i. 17 respondents i. Table 10: When customers are asked about the convenient availability of ice cream in your retail outlets.5% of customers replied that it is Good.5% of peoples i. and 12. 7. and 5 customers replied that it is Average when compared to other brands. 45% replied that it is Good.e. 57.And when we asked to customers that how you will position AMUL product when compared with other brands so.e.I.e.5% of customers replied that it is Very Good. S. 18 respondents i. 42.e. and rest 4 peoples i.e. Tumkur 55 . 10% of peoples they like Family packs.
and others. 30% of retailers they came to know about Probiotic ice cream by Customers.T.5% of retailers they know about AMUL’s Probiotic ice cream.AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE CREAM TO RETAILERS Table 11: This table 11 shows that the awareness of AMUL’s Probiotic ice cream towards retailers.e. Tumkur 56 . 77.e.I. I.40% of retailers they came to know about AMUL’s Probiotic ice cream by Distributors. and 22. PGDMS & RC.5% of retailers they are not aware of AMUL’s Probiotic ice cream. and some retailers they came to know about Probiotic ice cream by Advertisements. majority of retailers i.e. Table 12: And from Table 12 it is conclude that when we asked retailers that how you came to know about AMUL’s Probiotic ice cream. so majority of peoples i. S.e.5%. 22. I.
T.5% of peoples they responded that this ice cream is Average. Tumkur 57 . so we asked the PGDMS & RC. and 7.Table 13: And 20% of customers they responded that this Probiotic ice cream is Very Good. S. and 60% of customers they responded that is Good. as we prepared only 9 questionnaires.I. and 12. QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE CREAM Table 14: It is new product of AMUL so the peoples are not much aware of this AMUL Probiotic ice cream.5% of peoples they responded that it is Poor.
I.T. and 22% they like Anjir. Table 17: When the peoples are asked that frequency of consumption of this AMUL’s Probiotic ice cream. Tumkur 58 . and 2 customers said that they came to know about this ice cream through Distributors. so majority of customers i. so 4 respondents i. 45% said that they came to know about AMUL’s Probiotic ice cream through Advertisements. 3 peoples said that they like strawberry. majority of peoples said that about 34% of peoples they like PGDMS & RC. S. and 33% i.customers who are aware of this Probiotic ice cream so all 9 respondents are aware of Probiotic ice cream. and 3 customers said that they came to know about this ice cream through friends or customers of AMUL ice cream. around 45% of customers said that they like vanilla.e. Table 16: When customers are asked about the flavor they like most. Table 15: And when we asked to customers that how you came to know about AMUL’s Probiotic ice cream. so that we may conclude from this table is that fast moving flavor is Vanilla.e.e.
I. 78% of peoples they purchase 125ml of ice cream. Table 18: Majority of peoples when they asked about availability of AMUL’s Probiotic ice cream about 78% of peoples said that is Good. so around 78% of peoples said that up to certain extent it will increase. Tumkur 59 . PGDMS & RC. And around 33% they like to consume once in a month.e.to consume once in a week. So we may conclude that there is no problem at all and customers are getting the product at the right time. And 11% of peoples said they like to purchase 100ml of cups. Table 20: When the customers are asked that to what an extent. S. Table 19: When the peoples are asked about the quantity of ice cream when they go for purchase so around 7 respondents replied that i. and another 22@ of peoples said that they purchase 500 ml of ice cream. the consumption of Probiotic ice cream has been replaced the Consumption of normal ice cream.T.
T. but also for Children and Adults and also for Old peoples because this ice cream is made for Health consciousness. so to increase the frequency of purchase by using some other promotional methods like more Advertisements.I. PGDMS & RC.SUGGESTIONS As this AMUL’s Probiotic ice cream is new product of AMUL. Tumkur 60 . S. Magazine adds etc. Bring the notion in the minds of the peoples that Probiotic ice cream is not only meant for teenagers.
T. so that preparing them in cups and as well as in tubs and cones. And also providing special discount offer to retailers also so that they can move the product to enhance the sales. and Bars are not only meant for children but also for Youths. S.I. And providing special discount offer for Family pack offers that is BUY ONE GET ONE FREE offer so that many of peoples they will get attracted and creating its awareness and as well as sales. So target properly on these segments. Tumkur 61 . And cups are not only meant for children but even for Adults. And one major problem is that in Bangalore what we found is that the numbers of AMUL outlets are very less when compared to Kwality Wall’s PGDMS & RC. Reducing the price of cones and cups because many of peoples will feel that prices are high. Majority of peoples they like to have a cups as a packaging materials. Target and more focused on Adults and Old persons and even on Children.
so increase the number of outlets. S.T. And also wall painting and issuing pamphlets Bill Boards etc may prove to be more effective in creating the awareness in peoples. We find that there is a huge GAP in some areas so major outlets what we found is Kwality Wall’s. Tumkur 62 . PGDMS & RC. So increase the number of outlets.I. And we find that there is lack of advertisements regarding this product and other ice creams of AMUL.
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