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PROJECT REPORT 2009
Submitted for the partial fulfillment of the requirement for the award OF POST GRADUATE DIPLOMA IN MANAGEMENT SUBMITTED BY
PRAVIN KUMAR TRIPATHI
ROLL NO. 8102
UNDER THE SUPERVISION OF
EXTERNAL GUIDE: Bhupendra Choudhary INTERNAL GUIDE: Taruna Gautam
Department Of Management
INSTITUTE OF MANAGEMENT EDUCATION, SAHIBABAD
Certified that this SUMMER TRAINING PROJECT titled “STUDY OF
OPPORTUNITY FOR CREAM BELL IN INDIAN ICE-CREAM SECTOR.” has been prepared under the support and guidance of Mr. Bhupendra Choudhary(external guide) and internal guide Dr. Taruna Gautam. . This project was given to me by department of DEVYANI FOOD INDUSTRIES PVT. LTD., GURGAON.
(Signature) Mr. Bhupendra Chaudhary (ASM, Devyani Food Industries)
I am desperately searching for words to thank the almighty god for providing me an instrument to write and prepare this project. This Project Report is the fruit of my intense hard work and dedication during my project work. I am thankful to Mr. Bhupendra Choudhary, my external guide for providing me support and encourage to make and present this project. I must also thank to my co-trainees Shalini Chakresh, for working with me and supporting me in many places as well as giving good ideas. Finally, I wish very very thanks to Dr. Taruna Gautam without her moral support this project could not have been a great success for me.
SIGNATURE (PRAVIN TRIPATHI)
It is hereby declare that the project report entitled “Study of opportunities for cream bell ice-cream in Indian ice-cream sector with its Competitors (In Central Delhi & NCR)” submitted for the Post Graduation Diploma in Management is my original work and the Project Report has not formed the basis for the award of any degree, diploma, associate ship or other similar titles.
Date: Place: Signature
The Summer project “study of opportunity for Cream Bell icecream in Indian ice-cream sector” is prepared under the guidelines of Mr. Bhupendra Choudhary(external guide) and Dr. Taruna Gautam (internal guide). This project report provides a bunch of knowledge about demand of different ice-cream products of cream bell and other companies as well it also provides a detail knowledge about the consumer preference towards different ice-cream products and companies.. . There is a plenty of data analysis and conclusions are given in the research paper regarding the study.. On the basis of feedback through questionnaire and observation method, I find out that the consumers has changed their strategy towards the ice-cream products and starts to purchase them on the basis of their quality. As the result, there is close competition between the companies. As each of them are increasing their products, qualities, looks and providing better services everyday. Our analysis is based on sample results. It was a difficult task to gather the information from respondents by meeting them personally in order to get questionnaire filled. There was a lot of time pressure and sometimes unwillingness of respondents to respond. PRAVIN TRIPATHI MR. BHUPENDRA CHOUDHARY
1. INTRODUCTION 2. ORGANISATIONAL INFORMATION LITERATURE REVIEW RESEARCH METHODOLOGY
4. DATA ANALYSIS 5. CONCLUSION & SUGGESIONS 6. REFERENCES 6. APPENDIX
CHAPTER :-1 INTRODUCTION
Basically the ice-cream business comes under FMCG sector. It refers to the Fast Moving Consumer Goods which are non-durable and daily use products.It is also called as consumer packed goods industry. It deals in five segments, Personal care, Household care, Food & Beverage, Stationary and Oral care. FMCG sector is an evergreen sector and there is no chance of downfall or huge recession in this sector. Vast rural market, consumer’s increasing spending power, increasing of population and entrance of MNC’s in FMCG sector are indicate the upcoming great opportunity in this sector. In India, the condition of FMCG sector is very well and challenging. India is an important market for FMCG players. The Indian FMCG sector is the fourth largest sector in the economy with a total market size of around US$ 18.1 bn. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Around 70 per cent of the total households in India (188 million) reside in the rural areas. The total number of rural households is expected to rise from 135 million in 2001-02 to 153 million in 2009-10. Ice-Cream segment of FMCG:Ice-cream is one of the most important part of FMCG sector. It comes under Food and Beverage segment. The total market value of Ice-cream trade in India is more than Rs.20000 crore. It is increasing day per day. During the year of 2002-02, there was very little demand of Ice-cream in India but as the time passed away, the demand of Icecream is also increasing in India. Now a days, there are six national level companies engaged in dealing with Ice-cream including two MNCs. The demand of Ice-cream is also increases in India. As the demand of Ice-cream is increasing in India but the market of Ice-cream is not as much as it’s share in US and some other foreign countries. According to the survey of Motilal Oshwal, In the present time, the per capita consumption of Ice-cream in india is US $0.2 which is US $49 in USA and US $33 in Germany. We can see it in the following table:-
TABLE 1:- PER CAPITA CONSUMPTION OF ICE-CREAM( IN US $):-
As given in the above table, the per capita consumption of Ice-cream in India is only US $0.2 which is much smaller than the same in USA, But the main thing is the increasing opportunities for Ice-cream trade. MAJOR FACTORS:1. The broad market of semi urban market. 2. Least no. of competition. 3. Increase in consumption level of people. 4. Favorable climate for ice-cream in India. 5. GDP growth and growth in per capita income. We can get all the datas regarding the per capita incoma of india from the following table:-
TABLE 2:- PER CAPITA INCOME OF INDIA SINCE 2000
As given in the table, the GDP of India is increasing in the last 5 years.
It has brought a remarkable change in the spending habits of consumers, It has move the consumers preferences from economic to premium products. In those days, people unhasitantly wants to spend money on good and quality products. It has been a gain for food and beverage industry. As the result the ice cream industry is also improving and it develops at an increasing rate.
MAJOR PLAYERS OF ICE-CREAM IN INDIA:At the present time, there are six major companies are working in this trade at the national level, including two MNC . Except of it there are many other local companies are engaged in dealing with ice-cream in different states of India. The details of these companies are given as follows:1. Hindustan Unilever Ltd. (Kwality Walls) CEO- Nitin Pranjape Major brand- Kwality. .Net Turnover (march 2009)- Rs.-(250) lac.
CEO- Partho Bhatoli. Major Brand- Stamina. Net Turnover-Rs.78 cr.
3. Mother Dairy.
Major Brand- Mother Dairy. Net Turnover (march 2009)-105 cr.
4. Devyani Foods Pvt. Ltd.
CEO- Kapil Agarwal Major Brand- Cream Bell. Net Turnover ( 2008)-80 cr.
5. Others.-There are some other companies in this trade which are
Vadilal, Appu, Big once etc.
NEED OF THE STUDY:The ice-cream is a product which comes under super non-durable goods. It takes much care and precaution in delivery from the center of manufacturing to the home of the consumers. Before some years ago, the trend of ice-cream is only limited to consumer of some special society and ages and parties. But as the time pass away, there is a good revaluation took place in this sector. Now days, each and every person wants to take a ice-cream. Improved quality, diversity, taste and entry of big companies in this trade make this business a challenging business and creat a good and bright opportunity in it. The need of my study can be given as follows:1.To know about the increasing demand of ice-cream among people. 2.For determining the future position of Cream Bell in India. 3. To know about the current market capitalization of Cream Bell in India. 4. To determine about the consumers perception about the products of Cream Bell. 5. To know about the consumer’s behavior upon Cream Bell.
DEFINITION OF THE PROBLEM:-
Opportunities of Cream Bell in Indian ice-cream sector refers to the current demand and future growing possibilities of Cream Bell ice-cream in India. Like other countries e.g.- USA, UK, France etc. in India, the demand of ice-cream is also increasing day per day. So, for this purpose, many national and international companies has been started their business in this sector (ex- Amul, Mother Dairy, HUL etc.). Cream Bell is a ice-cream brand of Devyani food industries India. Ltd. It is a one of the major brand in the field of the ice-cream business. Present time, it occupies 4th position in market with a market share of more than 15%. Day per day, it’s progress is increasing and it is on the way to capture a good position in the market. In my study, I have captured all major surveys, data collection, tests, requirements and demands of both consumers and vendors, and at last I have came to a position to give my report on the future opportunities of cream bell in India.
SCOPE OF THE STUDY:-
With a population of 1 bn people, India is a big market for FMCG companies and now a day’s specially, the ice-cream industry is very wide and challenging there is a lot of opportunities in this sector for any company. This study captures all the information’s and data’s regarding the present market scenario of ice-cream industry of India as well as the condition of Cream Bell in this scenario. This report provides the major suggestions regarding the improvement and growth of the company. The major scopes of this study can be given as follows:1. Vast semi –urban market :- Semi urban area is a new and most important market for ice-cream trade. 2. Increasing trend of ice-cream in India:- In India, the trend of icecream is increasing day per day. Every people likes to prefer ice-cream as a breakfast, food after lunch and as a mean for changing of teaste. 3. Good Market :- In india, there is a good market for ice-cream which is benefit for any growing company. 4. Competition :- There are very few competitors in this segment which is good for entrance of new and unknown company in the market.
OBJECTIVES OF STUDY :
1. To know the actual market position of Cream Bell ice-cream. 2. To know awareness of people towards Cream Bell. 3. To know in which segment ice-creams are mostly like/preferred. 4. To know which advertisement tool is mostly preferred by people.
5. To know the preference of Cream Bell ice-cream with comparison to Other competitive brands. 6. To know the factors which affects consumer’s buying behaviour to purchase ice-cream.
INFORMATION REQUIRED :-
First, I had to know about all the competitors present in the ice-cream segment (Reputed and well established brands as well as Local brands).
Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market.
Since ice-cream is a product that attracts children and youngsters hence I had to trace the market and segment it, which mainly deals with people of various age groups.
As ice-cream is in different varities, the main information needed is the various types of ice-cream available in the market, their calorific value and various other facts. They can be termed as :
As Cream Bell ice-cream’s advertisements are mainly done through hoardings but on television the advertisement is being telecasted timely and on the proper time or not.
DEVYANI FOOD INDUSTRIES PVT. LTD.:Devyani Food Industry is comes under RK Jaipuria group. It is generally known as RJ corporation. RJ Corp (India) started its dairy business in the year 2002 with pasteurized milk & ice cream under the headship of CEO, Mr Madhu Sudan Parikh. . Being a well-diversified organization, RJ Corp is primarily engaged in breweries, real estate, hospitality, healthcare, education, dairy, food services and retail and in the production of Dairy Milk Products like Ultra Heat Treated Milk, soft beverages with annual turnover of about 15 billion. The company has huge operations of Pepsi, Costa Coffee, Pizza Hut, Beer, Ice Cream, Dairy and others in various countries across the globe. With the emergence of economic liberalization, Pepsi came to India in the year 1991 and with this Pepsi came to be partnered by various companies in their beverage business. Mr .Ravi Kant Jaipuria, Pepsi king is a promoter of group and a well-known Pepsi King. Being a professionally managed enterprise possess the largest distribution networks in Nepal and India of FMCG products. They also have various plants in countries like Africa and Asia. Moreover, RJ Corp (India) is a jointure venture organization which is working in conjunction with “Sameer Agriculture & Livestock Ltd”. Sameer Group is a leading economic force in East Africa, with major investments and successful operating companies in all key business. Vision It have a vision to be the significant player in the global dairy industry. The company focuses on Asian & African Markets and looks forward to expansion these countries. Markets:ASIA: Creambell Ice Cream have Plants located in North & West of India, Creambell network Present in Jammu & Kashmir, Himachal Pradesh, Punjab, Uttaranchal, Uttrakhand, Uttar Pradesh, Rajasthan, Gujarat, Madhya Pradesh, Maharashtra, Bihar, Jharkhand, Andhra Pradesh, Karnataka, Goa, Delhi, AFRICA: Creambell Dairy have Plants located in Kampala (Uganda) and Nairobi (Kenya), Selling networks are present in Sri Lanka, Ethiopia, Uganda, Kenya, Central African Republic, Rwanda, Congo, Burundi, Tanzania, Angola, Zambia, Nigeria, Egypt, Sudan, Yemen, Oman, Saudi Arabia, Israel, Lebanon, Mauritius Countries. Largest Selling Fresh & UHT milk in Uganda & Significant share of the Yoghurt Business. Whole Milk Powder & Skimmed Moreover, RJ Corp (India) is a jointure venture organization which is working in conjunction with “Sameer Agriculture & Livestock Ltd”. We entered in to an agreement with the Government of Uganda that came into effect from 1 August 2006 so as to lease the assets of Dairy Corporation, Kampala. Sameer Group is a leading economic force in East Africa, with major investments and successful operating companies in all key business.
PRODUCTS INFORMATION :-
The above are the latest products of company. Among them excluding ball top all the other products are running in the market with a good potentiality. There are some other products which can be given as follows:-
(LIST OF THE PRODUCTS)
PARTY PACKS (357 +357 Grams)
1 2 3 4 5 6 7 8 9 10 11 12
QUANTI RETAIL TY PRICE
2 2 2 2 2 2 2 2 2 2 2 2 2 82.65 87 87 94.6 94.6 94.6 102 102 102 110.5 110.5 110.5 110.5
95 100 100 110 110 110 120 120 120 130 130 130 130
Vanilla+Vanilla Strawberry + Strawberry P/Pista + P/Pista Chocolate ripple Saffron ripple Strawberry ripple Chocolate +Chocolate T/Fruity + T/Fruity Three in one +Three in one Fruit Bonanza (1+1) B/Scotch + B/Scotch Kesar Badam +Kesar badam Vanilla chocochip + Vanilla 13 chocochip BULCK PACKS (4 LITER) Vanilla Strawberry Chocolate Chocolate ripple Vanilla chocolate chip Tutti fruity Milky chocolate Fresh pineapple Black Currant Orange Tang Rum N Raisin Kaju Kishmish Crunchy Butter Scoatch Coffee Chocolate choco chip Rich Dark chocolate Choco delic Chocolate coffee almond fudge Figs and honey Lychee caramel Farm Strawberry King Alphonso
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
228 228 333 333 333 333 333 333 333 333 333 333 333 428 428 428 428 428 428 428 428 428
275 275 400 400 400 400 400 400 400 400 400 400 400 525 525 525 525 525 525 525 525 525
23 Zafrani pista 24 Butter fudge BULCK PACKS (5 LITERS) 1 Vanilla 2 Streawberry 3 Plain pista 4 Butter Scatch
1 1 1 1 1 1
428 428 185 185 185 295
525 525 250 250 250 350
CHAPTER :- 3 LITERATURE REVIEW
LITERATURE REVIEW:Today Consumers have higher expectations than ever before. They want products to match these expectations. They also want accurate, up-to-date and useful information about what they buy and above all they need Quality According to the report of Sumit Kukreja, a management trainee from Amity University, food and beverages are the one of the largest growing trade in FMCG sector and ice-cream is the pathfinder of this trade. The continues grow in the demand of ice-cream in India is showing the great opportunity in future. Motilal Oshwal, a marketing research company has been reported that the growth rate of ice-cream in India is steady but it increasing in the future. Survey by A. C. Nielsen shows about 71 per cent of Indian take notice of pack-aged goods' labels containing nutritional, information compared to two years ago which was only 59 per cent. India is the largest milk producer in the world, yet only around 15 per cent of the milk is processed. The organized liquid milk business is in its infancy and also has large long-term growth potential. Even investment opportunities exist in value-added products like desserts, puddings etc
According to CMIE Data, Aggregate sale of this industry is expected to increase by 19.2 per cent during the December 2009 quarter.
SAMPLE DESIGN SAMPLE UNIT: - All working people are included both the genders i.e. males and females irrespective of their education level. SAMPLE SIZE: 250
SAMPLE REGION: - Central Delhi DATA COLLECTION METHOD PRIMARY DATA: Primary data was collected through a self administrated questionnaire. This questionnaire aims to gather information related to various Branded Electronic Home Appliances. SECONDARY DATA: Secondary data was collected through magazines, research papers, internet etc. RESEARCH INTRUMENTS QUESTIONNAIRE DESIGN: As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. Also technical jargons are avoided to ensure that there is no confusion for respondents.
Choice of research design – alternatives & choice
Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem.
The two general types of research are:
EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.
CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.
RESEARCH INSTRUMENT USED - DETAILS & WHY? If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: Multiple choice questions Dicthomus
MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process.
OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.
NONDISGUISED, STRUCTURED TECHNIQUES The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed.
SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas and I have chosen Old Delhi, Daryagunj, Caunnaught Place, South Delhi, East Delhi and all the areas of Central Delhi. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience.I visited Garden, Parks, Temple, Superstores, Theatres and Gymnasium.
CHAPTER : 5 DATA ANALYSIS
As per the performance of Cream Bell ice-cream in last few years, it is a good and growing company. It is growing with a faster rate of 20 to 25%. At the present time, it’s total production is 1.5 lakh tones which was only 20000 tonnes in the year 2003. It’s total market share is 16.34% and occupies 4th place after Kwality walls, Mother Dairy and Amul. The year wise production of Cream Bell ice –cream is given in above table. TABLE-1:- YEAR WISE PRODUCTION OF CREAM BELL ICE-CREAM
INTERPRETATION :As per given in the above table, the production of Cream Bell ice-cream is growing year per year. It is a good response towards company as well as this trade. The total production in the year 2003 was 20000 tonnes which has been increased to 45000 in the year 2004, the production is increasing year per year. Last year, it was 125000 tonnes and right now it is approxly 140000 tonnes.
COMPARISON WITH COMPITITORS:There are a good competition in this trade. From the last 5 or 6 years, there are many companies has been entered in this trade. These companies include some local and some MNCs. HUL, Baskin Robbins are some MNCs which are doing a good job in this trade and continuously on the way to capture the maximum share of the market.Some domestic and big companies like Mother Dairy, Amul etc are also at the peak position of the market. We can compare Cream Bell with these companies through following different tables :TABLE 2:- PERFORMANCE OF TOP COMPANISE OF ICE-CREAM IN INDIA
INTERPRETATION :As per given in the above table, the market share of HUL has more than 35% share of total ice-cream industry which is followed by mother dairy, Amul and
Cream bell. More than 70% people knows about HUL’s product Kwality walls, approxly same thing with Mother dairy and Amul. 40% people are aware about Cream Bell in India. In the last quarter, the total increase in the profit of HUL’s ice-cream sector is 22% followed by Amul and Mother dairy with 19% and 17%. The net profit growth of Cram Bell is more than all the major companies with 36%. The selling and revenue is also growing for all the companies. HUL’s Kwality wall’s selling is increased by 31% at the same time, the growth of Mother Dairy is 22.4% , Amul 20% and Cream bell is 19.6%.
TABLE 3:- COMPARISION REGARDING TO MARKETING. CMPANIES HUL MOTHER AMUL DAIRY ADVERTISEMENT ***** ** *** SUPPLY CHAIN PRODUCT LINE **** **** *** *** ***** **** *** ***
CERAM BELL ** ** **** ***
OTHERS * * ** ***
PRICE VARIATION ****
NOTE:- *****- OUTSTANDING, ****- VERY GOOD, ***- GOOD, **- AVERAGE, *- POOR.
In the following above chart table, the comparison of major companies of ice-cream trade has been given as per their performance in different areas. As per this table the interpretation of these companies can be given as follows :HUL (KWALITY) :- The performance of Kwality Walls is remarkable in each area. Consumers have a good awareness and trust about HUL’s Kwality Walls due to its brand name, outstanding publicity , advertisement and experience. Company has maintained a good supply chain network which is most important , a diversified product line, and a well maintained price variation.
MOTHER DAIY :- Mother Dairy is also a good player in the trade of ice-cream. It has been maintained a good price variation, supply chain and product line of Mother Dairy is good but not as per HUL. The advertisement is only point where company is not as per mark. Amul:- Amul is very old and good company in the field of dairy products. After Kwality walls it is second largest company in the field of ice-cream trade. It has a number of economic and as well as premium products. It’s supply chain is also outstanding and consumer has a good trust on it due to its brand image. Cream Bell :- Now its time to Cream Bell. It has not too much experience in the market. It has been introduced in 2003. But in the last 9 years, it has been shown an outstanding growth. Company has a good product line and a good varity of goods. Price variation is also as per the mark. The company is lacking in only supply chain and advertisement. The publicity and advertisement of Cream Bell is not as per the mark as against the other repudiated companies. The supply chain is also one of the major problem. In the retail sector, the most important thing is a good and well gorged supply chain network. But the company is lacking in this field. Many areas of Delhi, the company’s delivery system and supply chain network is too much poor. So, the company has too work on it. Others:- There are some other companies in this trade including some local companies. But the demand of these companies are not too much and their product line is also not as per diversified.
TABLE 4:- MARKET SHARE OF DIFFERENT COMPANIES(RETAIL) :-
INTERPRETATION :As per given in the following above table, Amul is the leading company in the trade of ice-cream in retail. It has occupies 30% of the market share. Company’s major sale is comes from vending, in the retail, it is also performing well. Mother dairy is occupies second position in the market share of ice-cream in Delhi. It has been occupies 25% market share. Kwality walls, such a good brand is also performing a good role in the market. It has been occupies 21% share in the ice-cream trade. Now it’s time to Cream Bell. As earlier it is said that it not too much old company, but in spite of it, it has been occupies a good position in the market. Present time it is at 4th position with 15% of market share. The last 9% market share has been occupies by some other companies.
TABLE 5:- MARKET SHARE OF DIFFERENT COMPANIES(VENDING)
INTERPETATION:As in the retail, Amul tops the market, but in the vending, it is other story. In the vending, Kwality walls tops the market with 31% of market share. Mother Dairy is followed it by 28% market share. Cream Bell is occupies the third position with 20% of market share. Amul is not proper good in vending. It’s total market share is 6% . 10% market share is occupies by some other companies.
TABLE 6:- DATA REGARDING DIFFERENT CONSUMERS CHOICE
TEENAGER CHILD ADULT OLDPERSON
I N T E R P R ET A TI O N :-
The above table is showing the demand of ice-cream among the different age level of consumers. As per above data chart, the consumption of ice-cream is more among the teenagers. Due to the season, trend, advertisement, and some other requirements, they prefer ice-cream much more. At the present time, the 41% of total consumption of icecream is done by teenagers. Children are second most demandable consumer for icecream. In the other sense we can say that the children are the way to turn a person’s mindset for purchasing of goods. Present time, there are 23% of total consumption of icecream is done by children. From the last few years, the demand of ice-cream is increased among the service persons, college students, sports persons etc. the 21% of total consumption of ice-cream is made by adult persons. There are some flavors of ice-cream like strawberry, chocolate etc are most preferred by old peoples. 15% of total consumption is done by old persons . TABLE 7:-DIFFERENT CONSUMER’S CRITERIA FOR CHOOSING ICE-CREAM
INTERPRETATION :The above table is showing the criteria of purchasing an ice-cream by different type of consumers and their standard of living. A brief description of them and their criteria can be given as follows:FOREIGNERS: - Foreigners are the premium type of consumers. They are just looking for a good taste and quality. Price is not a big matter for them. As they are new in a country, so they also not prefer too much publicity and advertisement of anything. If once they are satisfy with the quality of a product then they always prefer that product every time. Such a metro city in India where a thousand of foreigner comes everyday from many countries of the world, they are the good opportunity for ice-cream trade and a good quality is a market winner for ice-cream from a foreigner. TOP CLASS PEOPLE:- Here top class people refers to the those people who have a designation of a repudiated post(manager, GM, CEO,etc) or whose income level is higher. They are also a quality conscious peoples. Generally they prefers a good brand and a better quality. They provide more than 40% weighted to quality for any product and specially in the food products. So, quality is also market winner for the top class peoples. MIDDLE CLASS PEOPLE:- They are the average peoples and the population of them is more in India. The consumption level of these people is very high. But there criteria of purchasing is different from other above two level of people. They prefers quality, but at the same time they are much conscious about price of the product. Because they believe the policy of “cheap and best”. They provide 36% of weight to quality, 25% to the price and 22% to the brand name.
OTHER GENERAL PEOPLE:- They are the strivers of the economy. Very few times they go for an ice-cream of good brand or company. They look for a cheap product. More than 65% of weighted provide by them is to the price. Price is a order winner for them.
SCORE MODEL:DIFFERENT PEOPLE CRITERIA PRICE QUALITY BRAND NAME TEASTE PUBLICITY TOTAL
STANDA RD 25 20 30 15 10 100
WEIG HT 0.02 0.52 0.2 0.23 0.03 1 S COR E 0.5 10.4 6 3.45 0.3 20.6 5
TOP CLASS PEOPLE
WEIGH T 0.02 0.41 0.35 0.14 0.08 1 SCOR E 0.5 8.2 10.5 2.1 0.8 22.1
MIDDLE CLASS PEOPLE
WEIGHT 0.25 0.36 0.22 0.1 0.07 1 SCOR E 6.25 7.2 6.6 1.5 0.7 22.25
WEIG HT 0.6 0.1 0.08 0.12 0.1 1 S COR E 15 2 2.4 1.8 1 22.2
As per given in the above table, the people of middle class are the most weighted and regular, they are the market gainer of the ice-cream.
TABLE 8:- FACTORS FOR A COMMON PEOPLE
INTERPRETATION :It is the choosing criteria for a common average person for icecream. It is an universal criteria. A common person’s expenditure’s 33% share goes to price, 28% goes to brand name 19% quality 16% taste and last 4% goes to other factors.
TABLE 9:- MOST PREFERED ICE-CREAM FLAVOUR
INTERPRETATION :The above data shows the different ice-cream flavor which is most preferred by consumers. As per my survey, Vanilla flavor is the most preferred ice-cream flavor by consumers with 43% of market shares. It is preferred by almost all type of peoples. Strawberry is the second most demandable flavor by the customers. Almost 24% of all the ice-cream consumption is comes from strawberry. It is followed by chocolate with 19% and14% of other flavors.
TABLE 10:-AREA WISE SELLING OF ICE-CREAM
In the above data, the area wise selling of ice-cream is given. As per the above data, the sale of ice-cream is more in the metro cities and related urban areas. But the sale of ice cream in small cities and semi urban areas are also growing and it is a future opportunity for this trade. According to the above data, the 42% selling of ice-cream is comes from metro cities. Most premium and costly ice-cream brands are sale in the metro cities. Because the peoples of these area are quality and brand conscious. Second position is occupied by small cities with 21% share. It is followed by semi urban areas where the selling percentage is 19%. Last 18% sale of the ice-cream is comes from some other areas.
TABLE 11:- DIFFERENT MEANS OF SELLING OF ICE-CREAM
INTERPRETATION :The above table is showing the different means of selling of the ice-cream. Generally an ice-cream is sale by two ways, 1st is retail which is most common and general and another is Vending . Vending is the one of the specialand most popular way to sale an ice-cream. In this kind of sale, ice-cream is sale by a vendor on any place by a push chart. In the push chart, there is a defreezer attached which takes a time of 8 to 10 hrs. to fully charged. After being fully charged, a push chart can work full day. Push chart is the most important mean of selling of an ice-cream. Because it is like a moving shop and it reached at any place. Push chart is good in other sense that ice-cream is not a daily need thing of a consumer for which a consumer has to make a plan to purchased it from a retail store during their daily shopping. Need of an ice-cream can be arise at any place and at anywhere may be during a long drive, playing, visiting, going to shopping etc at any place. So, push chart is only one way which can fulfill the requirement of the consumer. At the present time, approx 82% of the total sales revenue of ice-cream is comes from vending and other 18% sales revenue comes from retail outlet. Vending is like a life blood for ice-cram trade.
TABLE 12:- PRODUCT WISE SALE IN RETAIL STORES.
INTERPRETATION :The above table is showing the different product wise sale of icecream in a retail store. The sale of different type of products can be given as follows:Bricks:- bricks are the largest selling ice-cream product sale by a retail store. 32% of total sale revenue of a retail store is comes from bricks. Gallons :- Gallons are the second most largest selling product from a retail store engaged in selling of ice-cream. 26% of total selling of ice-cream in a retail store is comes from gallons.
REASONS FOR LARGEST SELLING OF BRICK AND GALLONS FROM A RETAIL STORE:-
There are following main reasons for increase in selling of bricka and gallons from a retail store:1) Demand of bricks for taking after lunch or dinner from consumers.
2) Demands of gallons for party orders ( marriage, birthday party, anniversary, celebration of a special day etc.). 3) A pack for whole family in cheaper rate than any individual ice-cream. 4) Easy avaibility of different type of flavor in bulk. Cones:- Cones are the good ice-cream product in both segement retail as well as vending. At the present time, approx 18% of total selling of ice-cream from retail is comes from cones. 13 % of total selling of ice-cream from a retail outlet is comes from cups and 11% from ice-sticks.
TABLE 13:- PRODUCT WISE SALE IN VENDING
INTERPRETATION :In the vending, there is a different story from retails. As in retail stores, the largest selling products are bricks and gallons. But in the vending, these two products are occupies least no. of shares with 6% and 2%. In the retail, sticks and cones of ice-cream captures a good position in the selling. Approxly 39% of total selling of ice-cream from a push chart is comes from ice-sticks. At the same time, 34% of total sale of a vendor is comes from cones. 19% comes from cups.
TABLE 14 :- FREEQUENCY OF ICE-CREAM
INTERPRETATION :Above pie table is showing the average people’s buying habbit of an ice-cream. The frequency of ice-cream differ a lot where 15% respondents buy it daily, 20% weekly, 21% fortnightly, and there is a Hugh chunk of people who buy ice-cream occasionally. There are more than 44% of peoples are buying an ice-cream occasionally. They may be purchases it during the way of going somewhere, during any party or during any other occasion. the main thing is that there is a good response has been found in the weekly and fortnightly consumers.
REPORT OF CREAM BELL’S TARGET MARKET:The above all the data collection was related to all the ice-cream industry. Now these collection are for the Cream Bell. This can be delivered as follows;-
Have you ever tasted Cream Bell Ice-cream?
Yes No 90 % 10 %
TABLE 15:- AWARENESS IN CONSUMERS.
INTERPRETATION :As per given in the above table, there are approx 90% people are aware about Cream Bell. But still 10% people are available in the market who does not know about Cream Bell. So, the company has to take steps to captures these 10% peoples.
TABLE 16:-DIFFERENT CRITERIA FOR SCALING OF CREAM BELL ICE-CREAM
INTERPRETATION :The above table is showing the overall performance and criteria of scaling for an ice-cream by a consumer. The consumer are more satisfy with the price,
taste, and different schemes of cream bell. There is little bit problem arise with the availability of the products at the time. PROBLEMS OF CREAM BELL:1. POOR DELIVERY SYSTEM :-It is a biggest problem of our company in the concern area. More of the storekeepers are unsatisfy with the delivery system of our distributor in the area . Many retailers complain is that they pay the distributor all amount in advance but in spite of it he is not provide them products within time.As the result, many time they have face major problems. So, they are coppailed to give the product of other company. 2. AMUL’S 2 LITER PACK:- Amul’s 2 liter pack is a price winner for the company. It is a more popular in both sense, either party pack or personal use. 3. LIMITED NO. OF COMPANIES BANNERS AND HOARDINGS:Our company’s publicity is also limited. Our letest products like Sach much aam,micky stick etc. have a good market demand but due to unawareness in the consumers, their selling is not increasing. The stores of old Delhi, are in very conjusted areas, so there is a need of good publicity in the areas.Almost all the retailers demanded for the banners and hoardings of letest products. 4. LESS VARITY IN CONE :-Our company has very limited varity in the cone sagment. Minimum cost of cone of our company in Rs. 18 but at the same time our competitor provide, a cone at a price of Rs. 10 which is an advantage for them. 5. BEHAVIOUR OF OUR DISTRIBUTOR:- Most of the retailers of Old delhi is not satisfy with the behaviour of our dostributor. 6. LESS NUMBER OF SALES/DELIVERY PERSONS WITH DISTRIBUTOR:- Our distributor has very less number of delivery persons which is a turning point. Due to this, they are unable to fulfill the total demand of the retailers at the time. 7. OTHER PROBLEMS:- There are some other problems with our company like- unavilability of cola flavor, taste of tripples, less number of nuts in the butter scoatch, Less promotion of new products including tubs and cakes.
AVERAGE SALE OF CREAM BELL AT A REGULAR STORE AT OLD DELHI:The average sale of cream bell at a regular store in old Delhi is Rs. 1000/day.
COMPERATIVE ALLOCATION OF VENDORS OF CREAM BELL WITH THE VENDORS OF OTHER COMPANIES:PARTICULARS 1. BANNERS AND POSTERS 2.BRANDING 3. CANOPY **** 4. REPAIR AND MAINTENANCE **** 5.PUNTUALITY AT CONCERN PLACES TABLE 3; COMPARETIVE ANALYSIS OF OUR COMPANY WITH OTHERS. NOTE:-( *****- Outstanding, ****- very good, ***- good, **- average, *- bad) So as per given in the above table, it clears all the story. In all the points, Kwality Walls is far ahed from other companies. That’s a reason to grow faster of them . Their banner and poster is more than us, their branding is very good where as our branding is not much good to them, their canopy’s condition is far better than us, their vendor reaches their place of selling far early than us. At C.P Mainer times, I have observed that the pushcart of KW is available at 10 ‘o’ clock early morning but at the same time our pushcarts start to reaching their places after 12 A.M that is a major different between and them. *** * ** * ** ** ** * KW ***** ***** ***** MD *** *** *** AMUL ** *** ** CB ** *** *** OTHERS ** * *
FACTOR ANALYSIS:There are a sample of 30 respondents has been interviewed and were asked to indicate their degree of agreement with the following segment using a seven point scale (1= strongly disagree, 7=strongly agree). X1= Cream bell ice-cream is very cheaper. X2= The taste of all varieties of cream bell is outstanding. X3= Quality of cream-bell is best. X4= It is most important to buy a ice-cream that is made from pure milk. X5= I prefer ice-cream that is not melt easily. X6= An ice-cream should available at any place. RESPONDENT NUMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 X1 7.00 4.00 5.00 3.00 6.00 4.00 7.00 3.00 3.00 5.00 7.00 4.00 3.00 5.00 5.00 5.00 7.00 4.00 3.00 2.00 5.00 4.00 7.00 3.00 4.00 X2 3.00 5.00 3.00 4.00 4.00 5.00 5.00 6.00 5.00 2.00 3.00 3.00 5.00 3.00 4.00 5.00 5.00 2.00 7.00 6.00 4.00 2.00 3.00 7.00 5.00 X3 6.00 7.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 4.00 4.00 6.00 6.00 5.00 7.00 5.00 4.00 7.00 7.00 6.00 6.00 5.00 5.00 X4 4.00 7.00 6.00 6.00 7.00 6.00 5.00 4.00 6.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 5.00 5.00 6.00 2.00 2.00 X5 2.00 3.00 7.00 6.00 7.00 6.00 5.00 5.00 6.00 6.00 4.00 5.00 4.00 6.00 5.00 2.00 3.00 4.00 4.00 3.00 5.00 4.00 5.00 6.00 7.00 X6 4.00 4.00 3.00 5.00 2.00 4.00 3.00 6.00 3.00 4.00 3.00 6.00 4.00 4.00 4.00 4.00 3.00 6.00 3.00 4.00 4.00 7.00 4.00 7.00 5.00
26 27 28 29 30
5.00 4.00 7.00 6.00 4.00
6.00 4.00 4.00 6.00 5.00
4.00 3.00 5.00 4.00 5.00
5.00 3.00 4.00 4.00 6.00
4.00 4.00 6.00 5.00 3.00
3.00 7.00 2.00 7.00 2.00
The above table is showing the responses of different respondents on the basis of six different criteria’s. As per this above factor analysis, the major responses are goes to the factor X1, X3 and X6. These are the crucial factors for the company and it’s stretegies. `
CHAPTER :-6 SUGGESTION AND CONCLUSION
Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. As summer training is going under summer season so sometime people are less interested in filling up questionnaire. Sometimes the problem which I face is language problem for which I have to make them understand. Non-cooperative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.
During the survey it was found that still there are 10% people who tasted Cream Bell ice-cream. Lake of Awareness in consumers. Many people are not know about Cream Bell Ice-cream specially children and teenagers. When I interviewed people then many of the people can not recall Cream Bell Ice-Cream’s advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. In its advertisement is not using any brand ambassador which attracts all age group people like Kwality walls. There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc. have not
1. INTRODUCTION OF SOME ATTRACTIVE SCHEMES;- It is a very popular policy to improve the sale. Here the attractive scheme refer to the schemes which are emotionally attract the consumers towards the products like, buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc. The period of such type of schemes are very less(1 or two months), but they are very attractive and able to gain the interest of consumer. 2. INTRODUCTION OF Rs.10 CONE:-It is more important for us to introdus a cone of Rs. 10. Besause everyone giver preference to cones in the place of sticks. We have good varities in cones, but less number of varity in the segment of lower price. So we have to introduce it. 3. “JUST ONE CALL”- It is a major initiative. We must be provide our consumers and retailers a hot number on which they can call any time and give their demand. Our delivery person will provide them free delivery at their home but order should be more than Rs. 100. 4. PUBLICITY AT BUS STANDS AND BUSY MATRO STATIONS:- The boards and banners should be placed at major bus stands and vital matro stations of Delhi. 5. PROVIDING FULL INFORMATION AT WEBSITE:- The full informations about the company and it’s all products should be provided at the website of our company. 6. Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. 7. Company should launch chocolate in new attractive packing to change image of Cream Bell ice-cream in consumers mind.
8. Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. 9. Advertisement can be done with the help of animations that and teenagers because ice-cream are consumed largely in this segment. attracts children
As we know that Devyani Foods Industry is very big organization and market leader in food products. It has maximum market share in ice-cream, which are its main/core products. With the help of research, company can find out its week points in ice-cream product and can increase its market share through rectify mistakes. People have believed in Cream Bell’s product and they will accept its ice-cream also if effective actions were taken. The survey resulted into following conclusions : Cream Bell must come up with new promotional activities such that people become aware about Cream Bell’s Preamium like Ice-cream Cake, Tub, Premium brick etc.. Quality is the dominating aspect which influences consumer to purchase Cream Bell product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Cream Bell ice-cream, the other players such as Amul, Mother Dairy, and Kwality Walls provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Cream Bell ice-cream, but for the existence in the local market Cream Bell must use aggressive selling techniques.
3. www.google.com 4. www.marketresearch.com
5. www.dairy.com 6. Research Methodology. ( Harper W.Boyd, C. R. Kothari ) 7. www.fmcgmarketers.blogspot.com
APPENDIX QUESTIONNAIRE:NAME OF THE STORE:NAME OF THE OWNER:ADDRESS:CONTRACT NO.:1. DO YOU KEEP THE ICE-CREAM OF CREAM BELL? A) YES__ B) NO__ C) CONFUSED__ E) FIRST TIME__. 2. WHICH IS YOUR LARGEST SELLING ICE-CREAM BRAND ? A) CREAM BELL__ C)MOTHER DAIRY__ B)KWALITY WALLS__ D)AMUL__. D) NEVER__
3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS? A) PREMIUM __ C) CUP__ E) OTHERS__. 4. WHICH COMPANY’S DEFREEZER YOU HAVE TAKEN? A) CREAM BELL__ C) K.W__ E) OTHERS__ B) AMUL__ D) M.D__ B) CONE__ D) STICK__
5.WHAT IS YOUR DAILY SALE OF ICE-CREAM? A)BELOW Rs.1000 __ C)Rs.3000 TO Rs.5000__ E) ABOVE Rs.10000__. 6. WHAT IS YOUR DAILY SALE OF CREAM BELL ? A)BELOW Rs.1000 __ C)Rs.3000 TO Rs.5000__ E) ABOVE Rs.10000__. 7. DO YOU AWARE ABOUT CREAM BELL’S LETEST PRODUCTS? A) YES__ C) NOT MUCH__ E)NEVER__ 8. WHAT IS THE RESPONSE OF CONSUMER’S TOWARDS CB’S LETEST PRODUCTS? A)OUTSTANDING__ C)GOOD__ E)BAD__ 9.WHAT IS CONSUMER SATISFACTION FROM CREAM BELL ? A)STRONGLY SATISFY__ C)AVG. SATISFY__ E) UNSATISFY__ B)SATISFY__ D)LOWER SATISFY__ B)VERY GOOD__ D)AVERAGE__ B)LITTLE BIT__ D)NO__ B)Rs1000 TO 3000__ D)Rs.5000 TO Rs.10000__ B)Rs1000 TO 3000__ D)Rs.5000 TO Rs.10000__
10. ARE YOU SATSFY WITH THE DELIVERY SYSTEM OF DISTRIBUTOR ? A)STRONGLY SATISFY__ C)AVG. SATISFY__ E) UNSATISFY__ 11. ARE YOU SATISFY WITH COMPANY’S POLICY ? A)STRONGLY SATISFY__ C)AVG. SATISFY__ E) UNSATISFY__ B)SATISFY__ D)LOWER SATISFY__ B)SATISFY__ D)LOWER SATISFY__
How do you scale your ice-cream?
POOR AVERAG E GOOD EXCELLEN T
ATTRIBUT E PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILIT Y
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