A COMPARTIVE STUDY

OF MARKET SHARE OF ICE-CREEM PRODUCT

SUMMITTED TOWARDS THE PARTIAL FULFILLMENT
OF
MASTER OF BUSINESS ADMINISTRATION
(SUBMITTED TO UPTU, NOIDA)
A
RESEARCH REPORT
2013-2015

SUBMITTED TO:

SUBMITTED BY:

Mr. AMIT AGARWAL

ARVIND KUMAR
(Faculty of Management)

MBA VI th Sem.
Roll no. 1360970011

JP SCHOOL OF BUSINESS
MEERUT
(AFFILIATED TO UPTU NOIDA)
1

ANOWLEDGEMENT
It is my pleasant duty to offer my service acknowledgement to those
honorable personalities of the department who have been a constant
source of help and encouragement in carrying out this project.
First of all I wish to express my intentness to Mr. Amit Agarwal,
Faculty, MBA JP School of Business, Meerut for her valuable
suggestions and guidance throughout the research project.
I would like to express my sincere thanks and gratitude to Vadilal
industry Ltd. for accepting me as a summer trainee and give the all
possible help and facilities to their concern.
At last I feel extremely grateful to all those persons who helped me
directly or indirectly in doing the survey, generating demand and
preparing the report.

ARVIND KUMAR
ROLL NO. 1360970011
2

PREFACE
I have to undergo for the training program in the summer after
completing the first year. The attractive feature of the M.B.A. course
is that along with theory we also get to have the exposure of the
practical environment.
The research report is based on A comparative study of market
Share of Ice Cream Product.
The Research report revolves around the Vadilal Ice cream tried to
explore the various aspects of Ice cream. The certain objectives were
predefined and the task was to accomplish them. This report also
provides the survey analysis about the nature of retailer prescription
and the key factors over which a company should have a strong hold
to survive with a long-term view.
The study was confined geographically to INDIA. The data source
was collected from the regular visits of retailers.
A special task was also assigned to me to analyze the market
opportunities in different regions of Ghaziabad. It under that different
counter has been visited. A set of questionnaire was prepared &
scrutinized before going for market analysis.

The whole process during the entire training program is well planned
and the data was initially collected about the reputed Retailers and
the respective executives of concerned areas. The task was divided
into small goals which to be accomplished on the daily basis.
Finally it was a great experience at the corporate level being
interacted with different reputed personalities and it makes practically
aware about the strategies development process and their break up
in goals and defining policies to achieve them and handle different
difficult situations.

ARVIND KUMAR

STUDENT DECLARATION
I am ARVIND KUMAR student MBA IVth Sem. here by declared that
the research report entitled comparative study between vadilal
and other ice cream company is completed and submitted under
the guidance of Mr. AMIT AGARWAL is my original work.

The imperial finding in this report is based on the data collected by

me. I have not submitted this research report to U.P. Technical
University Lucknow or any other University for the purpose of
compliance of any requirement of any examination or degree.

PLACE:

ARVIND KUMAR

CONTENTS
1. INTRODUCTION COMPANY PROFILE
(a) HISTORY OF COMPANY.
(b) PRODUCT PROFILE.
(c) COMPETITORS PROFILE.

2. OBJECTIVE OF STUDY.
3. MARKET RESEARCH.
(a)RESEARCH AREA.
(b)MARKET AREA.
(c)SAMPLING.

4. DATA COLLECTION.
5. DATA ANALYSIS.
6. FINDING.
8. RECOMMENDATION.
9. LIMITATION
9. ANNEXURES.
QUESTIONNAIRES.
10. BIBLIOGRAPHY.
6

COMPANY PROFILE
History of Company
Company Strategy
Product Profile
Competitor Analysis

HISTORY OF COMPANY
Vadilal, the name conjures up images of ice cream laden bowls and a
plethora of new flavors. Starting from one man show with a hand
cranked machine in 1926 as a small retail outlet, Vadilal group had its
humble beginning, more than 95 years ago, when its founders started
manufacturing Ice-cream with a hand cranked machine the ice cream
division now has a production capacity of 1 lac ltrs/day at 3
sophisticated plants, located at Ahmedabad, Pundhra and Bareilly.
These ISO 9002 certified plants for Pundhra and Bareilly are
established in such a way that they are in consonance with the
market expansion strategies of the division.

Vadilal has one of the largest cold chain networks in India, comprising
of 12 C&F agents, 250 distributors and 15,000 retailers. The network
is kept alive by a large fleet of refrigerated vehicles. Refrigeration
equipment and retail freezers are sourced from world leaders in the
technology so as to deliver quality products to the consumers, which
is a commitment at Vadilal.

Vadilal has 25% of the Indian ice cream market as its share. But
that's no surprise considering that the group has the largest range of
ice creams in the country in a variety of flavours, packs and forms.
The group has a product matrix of over 200 SKUs comprising of
cones, cups, candies, family and party bricks and bulk packs. Vadilal
introduced the concept of "flavour of the month" under which the
company develops and markets one new flavour every month for its
customers delight.

Vadilal ice-cream is set to go global. India's number one ice cream

company reports that in September 2002 it will begin distributing its
products in 15 countries around the world. Vadilal will primarily target
Indian populations settled in the U.S., U.K., and countries in Europe,
West and Southeast Asia, and the Far East, with a range of eight
popular Indian flavors,

COMPANY STRATEGY
NEW LAUNCHES

Recently the group has launched Fresh Fruit Ice-cream with

ripples under the Fantasy range viz. Fresh Orange Fantasy,
Fresh Mango Fantasy, Fresh Strawberry Fantasy and Fresh
Black Currant Fantasy.

Three new Koolfi's have hit the market. Namely Mango Koolfi,
Mava Koolfi and Pista Koolfi, these koolfis priced at Rs.10/- is a
big hit in the market place.

Two new Sundaes- Chocolate Sundae & Strawberry Sundae at Rs.

10/- each have been introduced
NEW PROMOTIONAL SCHEMES

Chocolate Sauce with Vanilla: The consumer scheme of 50g

Chocolate Sauce Free on Purchase of one litre party pack of
Super Vanilla became a trend setter scheme in the market. The
response to this offer was enormous.

10

1+1 Party Pack Scheme: Yet another Bumper offer was the
scheme of One Litre Vanilla Party Pack Free on purchase One
Litre Kaju Draksh Pack.

POST LAUNCH STRATEGY DETAIL.

The company persisted with functional appeal in its ads throughout

1982.
At the height of sales during growth period, the company extends to
the emotional platform Flavour of the month". under which the
company develops and markets one new flavour every month for its
customers delight.

I.

But this was more to do with product quality than promotion

failure. The company systematically oriented the marketing
mix elements especially product quality to arrest the
declining.

11

II.

The price of the existing product, which started becoming

popular to the customer, suddenly became high. This also
affected a lot the market.

POSITIONING STRATEGY
It hasnt stick to its original tagline of Flavour of the month
throughout the life cycle, while at the same time incrementally other
brands remains with their tang line.
Phase I the original tagline was supplemented with Flavour of the
month. It
Showed how Vadilal could make a family including a husband, wife
and kids mother-in-law and the family friend a romantic dream
sequence, highlighting the taste factor..
Phase II- The new media blitz was a feature of specific campaign on
the promotion of the newly launched product. But the price of party
pack is too much higher than the popular brands available in the
market.

12

MARKETING STRATEGY
Phase I- competing on price differential, at Rs. 5 to Rs. 125 for a
family. It was only segment to make the customer happy by paying so
little amount for a Chaco Bar.
Phase II- Now the company has started giving promotional scheme
to dealer as well as to the customer. The highly priced [Rs.22] cone
is now available at a lower price [Rs.30 in a twin pack].
Phase III- But the promotional scheme came at late session of the
main pick season. Now the competitors also started giving more
attractive promotional scheme to the consumer as well as to the
dealer. For example Mother Dairy is giving an extra quantity of 500
ml ice cream is just ten rupees.
Phase IV Discount to dealers is also lower the other brands. So the
dealers are also less interested to associate with the Vadilal.

13

INTRODUCTION OF THE PRODUCT

Vadilal has the maximum range of ice-cream products in India i.e.
over 200 SKUs. It has preference for tastes as per budgets. There
are rich creamy ice creams for the connoisseurs and low fat frozen
desserts for the health conscious. There are plain favorites, chocolate
ecstasies, romantic ripples, nutty delights, fresh fruit fantasies and
are guaranteed to spark your taste buds. Vadilal has priced its
products on the principle of real value for money.

The project will give information to the organization about the dealers
choice and preference for the selling over others products or brand
and the cause behind it and customers likings and disliking regarding
our product comparing to other product.

In short this product can make the product more popular and
customer and retailer aware, which may help the organization to take
step to promote its product as well as to drive up the volumes and
sales simultaneously.
14

PRODUCT PROFILE
PARTY PACKS
Rich Chocolate
Chocolate Chips
Alphonso Mango
Wild Strawberry
Tutor Fruity
Real Mango
Fresh Strawberry
Fruit Bonanza
Pina Chink
Kaju Draksh
Butter Scotch
Chashmeshahi

FAMILY PACKS
Chocolate Chips
Alphonso Mango
Real Mango
15

Fresh Strawberry
Butter Scotch
Real Kesar Pista
Rajbhog
Snowy
Yummy Kesar Pista
Yummy Mango Munch

CONES
Pineapple Delight
Chocolate Drip
Yummy Butter Scotch
Chashmeshahi
Prime Kesar Pista
Almond Kulfi Cone

NOVELTIES
Heart Throb
Mini Sandwich
16

Sajan Sajani (Roll Cut)

Easy Sundae
Cassatta Slice
Cassatta (Cut)
Vanila Magic
Strawberry Magic
Mango Magic

CANDIES
Mango Juicy
Juicee Orange
Kaju Candy
Litchee Dolly
Orange Dolly
Raspberry Dolly
Mango Dolly
One-up Chocobar
Nutty Chocobar
Chocolate Chocobar
Soft Spot (Chocolate)
17

Best Chocobar
Mango Tango Dolly
Fun Bhari Raspberry
Bomber

CUPS
Chocolate Chips
Tuti Fruity
Real Mango
Rainbow
Fruit Bonanza
Kaju Draksh
Butter Scootch
Jafrani Badam Pista
Alphonso Mango
Wild Strawberrey
Pinapple
Litchee
Sitafal
Kool Gulab
18

Snowy
Kaju Lite
Yummy Mango Munch
Yummy Kesar Pista

KULFI
Kesar Pista Kulfi
Chowpati Kulfi
Kewra Kulfi
Pista Kesar Roll Cut
Kewra Roll Cut

BULK PACKS
Ripe Strawberry 2-in-1
Rich Chocolate
Chocolate Chips
Alphonso Mango
Wild Strawberry
Tuti Fruity
Real Mango
19

Fresh Strawberry
Fruit Bonanza
Kaju Draksh
Butter Scotch
Chashmeshahi
Cashew Break
Kewra
Real Kesar Pista

20

COMPETITORS ANALYSIS
The Rs.525 Crore Indian Ice cream market with a sale of 80.8
million liters per annum in the organized sector has reasons to put the
turf war in Delhi under the microscope. Amul, with a 24.75 percent
share of the all-India market at 20 million liters and Mother Dairy, with
13061 percent market share at 11 million liters, may not be an even
match elsewhere

However, competition between the two could not have got any closer
in Delhi. Here, it is 38% of Amuls volumes that is pitted against 36%
of Mother Dairys both fetching up at 4.4 million liters each. With
HLLs kwality Walls (2.8 million liters sales and 13.98 percent market
share) having virtually opted out of Delhi. Vadilal a new entrant in the
market with its first season on is pitted against heavyweights but the
going has been good for the company it has been able to capture top
slots in the market with 21% of dealer share it could not had asked for
better, it is no wonder that amul, Mothers dairy & cram-bell are
engaged in slugfest in the state.

21

Naturally neither of brands has reduced prices, but the freebies have
been coming thick and fast, taking a leaf out of the goodies on offer
from the branded apparel sector and footwear to a name a few items,
most of the flavors are now available in twos. One would now get
two units of quite a few flavors for the price of one, in effect cutting
the price by half. Thus Mother Dairy has offered one plus one in the
liter version of mango, butterscotch and Kaju Kishmish, while offering
50% extra on pineapple, choc chops, butter scotch and fruit bonanza.
According to product manager, Mother Dairy, the freebies have
ensured that the monsoon months will not be bad after all.

With secondary competitors from the branded players segment

undertaking mega retail prices. Branded ice cream players will start
witnessing consumer lapse if they are unable to consolidate their
presence.

22

Vadilal launch in the Delhi market this summer have made the market
sit up on its toes and served as a major blow to the market BIGGIES
Amul, Mother Dairy, HLLs Ice cream they plan to make a dent into
the ice cream market by aggressive pricing strategy. In fact, biggies
have already been facing heat from the Vadilal though still a new kid
on the bloc.

Even as the Rs. 80-croce Vadilal Industries Ltd (VIL) sets out to
consolidate the operation of the flagship ice cream division, the
Ahmedabad based company is taking its cool on the making fresh
investments in regions beyond its stronghold. This comes at a time
when the ice-cream market is seeking heightened activity at national
and regional levels with the onset of summer. Deep pocket
companies such as Hindustan Lever Ltd are batting it out in the ice
cream market with dairy-majors such as the Gujarat Co-operative
Milk Marketing Federation (better know for its brand Amul) and
Mother Dairy. Food MNC Nestle is reported to have spread its wings
and waiting for a takeoff.

23

Amuls decision to enter the highly competitive Delhi market came

shortly after rival HLLs decision to focus on seven metro cities only.
Industry sources said that after Amul launches in Delhi-which
accounts for about 20% of the 60 million tones organized ice cream
market it has fragmented the market further. Amul feels its share in
the ice cream market nationwide estimated at 18 million tones vis-vis Kwality Walls 22 million tones could have been more but for an
arrangement with Delhi based cooperative Mother Dairy, under
which it doesnt sell in Delhi Mother Dairy reciprocates by selling in
Amuls areas.

Vadilal has priced its ice cream at Rs.95 for a 2,000 ml Vanilla Brick,
Amul charges Rs. 65 for a 12,50 ml Vanilla Brick, which is what
Kwality Walls and Mother Dairy are charging for a similar pack of 750
ml and 12,00 ml respectively. Similarly, it is selling a 100ml vanilla
cup for Rs.10, which is the same as Mother Dairy and Amul, where as
Kwality Walls is charging the same for the 80ml cup.

24

Same with cones tough Amul is the lone warrior, which is offering
butterscotch for dirt-cheap at Rs.12 Vadilal is also offering the same
for Rs. 15 while the other brands are charging Rs. 18-Rs. 22 for their
cones. For those of you who want to eat ice cream and still ensure
that you dont add those extra kilos on your waist, here is a scoop.
For the first time ever, Vadilal has decided to launch fat-free and
sugar free ice creams, thereby creating an entirely new segment. it is
also good news for health freaks diabetics.

Also, in term of leveraging the brand through ice cream parlors and
vending machines, the study points out the need to communicate the
propositions through neon posters and vinyl signage, especially at
specific consumer eating spots. It is believed that some of the players
may use such communication exercises outside the parlors. But the
need is to strategically evaluate consumer congregation points.

25

OBJECTIVE OF STUDY

26

OBJECTIVE OF STUDY
The objective of study in VADILAL INDUSTRIES LTD (VIL),

1. To study the availability of the brand in dealers in the market.

2. To study sale promotion techniques adopted by vadilal.
3. To do competitive analysis of vadilal.
5. To study the satisfactions level of brand.
6. To take suggestion from dealers which help in increasing sale
value.
Thus the main objective of my project is to provide the company with
all the relevant information, which I have gathered from my survey as
it might help the company in stretching might marketing plan for
Vadilal in Ghaziabad.

27

MARKET RESEARCH
Research methodology.
Research Design.
Market Area.
Sampling design.

28

RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series
of actions or steps necessary to effectively carry out research and the
desired sequencing of these steps. The marketing research is a
process of involves a number of inter-related activities, which overlap
and do rigidly follow a particular sequence. It consists of the following
steps

1. Formulating the objective of the study

2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
Objective of Study
Research Design
Sample Design
Data Collection
Data analysis
Reporting of Findings

29

RESEARCH DESIGN
Research Design specifies the methods and procedures for
conducting a particular study. A Research Design is the arrangement
of conditions for collection and analysis of the data in a manner that
aims to combine relevance to the research purpose with economy in
procedure. Research Design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design
Hypothesis testing Research Design

On the basis of the objective of study, the studies which are

concerned with describing the character tics of a particular individual,
or of a group of individual under study comes under Descriptive
Research Design.

Descriptive Research Design: In this research design the objective

of study is clearly defined and has accurate method of measurement
with a clear cut definition of population which is to be studied.
30

Formulating the research problem

Two steps are involved in formulating the research problem:

Understanding the problem
Rephrasing the problem into meaningful terms from an
analytical point of view.

The training sessions are conducted in the beginning of training in

order to make us clear about the task provided and how to handle the
different situations.

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information
with minimum of efforts, time and money.
Marketing Research Objectives:
To undertake a prior market study before doing
owns research.
To make an analysis on the basis of the results.
Type of Study: Descriptive.
31

 Research Area: Ghaziabad.

Source of Information: Primary Data.
Data Collection Instrument: Questionnaires
Research Approach: Survey Method.

32

THE MARKET PLACE

The Rs. 525 Crore organization Ice cream market today has a
numbers of the homegrown brands like cream-bell, Amul, Milk Food
and Mother Dairy who have grabbed large share of ice cream pie in
their respective regions. Milk food is planning to open 30 of 25
parlous in the all India. HLL kwality walls a market leader in
yesteryears is already not to sure how to gain back its lost ground
and cut down its losses, there are many more who are seeking entry
to take and an early positioning in the market that is expected to grow
faster than any other milk products.

Managing branded coffee cafs chains may not be as difficult as

managing chain of ice cream parlous as supply chain mechanism in
case of ice cream is rather complex but nevertheless increasing
supplies of milk in pushing companies to develop the market for milk
products. Ice cream business in India, estimated at Rs.1200 Crore, till
very recently was drive by pushcarts selling Hindustan Levers
Kwality Walls or the local brands. Ice cream parlors were few like in n

33

SAMPLING DESIGN

A Sample Design is a definite plan for obtaining a sample from a

given population. It refers t the technique r the procedure adopted in
selecting items for the sample. The main constitution of the sampling
design is as below-

1. Sampling Unit
2. Sample Size
3. Sampling Procedure

SAMPLING UNIT

A sampling framework i.e. developed for the target population that will
be sampled i.e. who is to be surveyed.

Retailers

34

SAMPLE SIZE
It is the substantial portion of the target population that are sampled
to achieve reliable results.

100 ------- RESPONDENT (RETAILER)

SAMPLING PROCEDURE

The procedure to choose the respondents to obtain a representative

sample, a non-probability sampling technique is applied for the target
market.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular

units of the universe for constituting a sample on the basis that the
small mass that they so select out of a huge one will be typical or
representative of the whole.
35

Judgment Sampling:
To select population members who are good prospects for accurate
information?

36

DATA COLLECTION
Primary Data.
Secondary Data.

37

DATA COLLECTION
The data collection process is the predefined task that I have to
undergo. The data collection process starts right from the first day till
the final day on the field. During the whole period a list of different
retailers scattered around whole of the Ghaziabad gets visited on the
regular basis. The main task is to analyze the market potential, study
of the market share of the company and analyzing the competitors
strategies.

The survey process is not complete without consulting the Retailers.

The distributors are the key nodes that make the chain moving
effectively. So the response made by them is also an essential
criterion to involve and reaching for certain decisions.

There are several ways of collecting appropriate data that differ

considerably in the context of money costs, time, and other resources
at the disposal of the researcher. The tools used for data collection
are as:
38

PRIMARY DATA
The primary data are those data, which are collected afresh and for
the first time. And happen to be original in character. The primary
data to be collected for the study are Questionnaire A set of questionnaire is prepared for
the cause of collecting different information related to the
pre-determined objectives. The questionnaire prepared is
in two forms & targeted towards the doctors and chemists
differently. The format of questionnaire is structured.

SECONDARY DATA
Secondary data means data that are already available i.e., they refer
the data, which have already been collected and analyzed by
someone else. When the researcher utilizes secondary data, then he
has to look into various sources from where he can obtain them, IN
this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data
may either be published data or unpublished data. Usually published
data are available in:
39

 Various publications of the central, state and local governments;

Various publications of foreign government or of international
bodies and their subsidiary organization;
Technical and trade journals:
Books, magazines and newspapers;
Reports and publications of various associations connected
with business and industry, banks, stock, exchanges etc.;
Reports

prepared

by

research

scholars,

universities,

economists etc. In different fields, and

Public records and statistics, historical documents, and other
sources of published information. The sources of unpublished
data are many; they may be found in diaries, letters,
unpublished biographies and autobiographies and also may be
available

with

scholars

and

research

workers,

trade

associations, labor bureaus and other public/private individuals

and organizations.
The data collected from the various efforts and sources are presented
in tabular form and as shown distinctively from the next page.

40

No. of Dealers Covered

TABLE NO.1
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Area of Survey
Raj Nagar
Lohia Nagar
Shasti Nagar
Gandhi Nagar
Vijay Nagar
Total

No. Of Respondent
35
13
22
10
20
100

Percentage
35
13
22
10
20
100

41

AVAILABILITY OF BRANDS
TABLE NO.2
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Bran
Amul
Mother Dairy
Vadila
Cream Bell
Total

No of Respondent
33
25
22
20
100

Percentage
33
25
22
20
100

42

MOST FLAVOUR LIKED BY CONSUMER

TABLE NO.3

SOURCE: PRIMARY SOURCE

SAMPLE SIZE-100

Brand
Candy
Cones
Novelties
Kulfi
Total

No of Respondent
40
25
20
15
100

Percentage
40
25
20
15
100

43

BEST PROMOTION BY ICE CREAM COMPANY

TABLE NO.4
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Promotion
Free Gift
High Margin
Attractive Packing
Low Price
Total

No of Respondent
18
37
20
25
100

Percentage
18
37
20
25
100

44

SATISFIED WITH BRAND PACK

TABLE NO.5
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Brand Pack
Bulk Pack
Family Pack
Party Pack
Total

No of Respondent
25
53
22
100

Percentage
25
53
22
100

45

VISIT DELIVERYMAN IS REGULAR

TABLE NO.6
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Brand
Depending
Scheme
Fixed interval
On demands
Any time visit
Total

on

No of Respondent
the 09
46
31
20
100

Percentage
09
46
31
20
100

46

BEST DISTRIBUTION CHANNEL

TABLE NO.7
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Brand
Amul
Mother Dairy
Cream Bell
Vadilal
Total

No. of Respondent
47
17
15
21
100

Percentage
47
17
15
21
100

47

MODE OF ORDER
TABLE NO.8
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

Mode
Telephone
Fax
Saleman
Total

No. of Respondent
59
11
30
100

Percentage
59
11
30
100

48

SUGGESTIONS GIVEN BY RETAILERS

TABLE NO.9
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100

No.
Suggestions
Price Reduction
Increase Advertisement Spent
Taste Improvement
Distribution Improvement
Total

of
Percentage
Respondent
42
42
24
24
14
14
20
20
100
100

49

DATA ANALYSIS

50

DATA ANALYSIS

After data have been collected researcher turns to the task of analysis them. The
analysis of the task of closely related option such as establishment of categories,
the application of these calories to raw data through coding tabulation and then
drawing.

Statistical inferences
1) Coding
2) Editing
3) Tabulation
Coding operation is usually done at this stage through which the categories
of data was transfer into symbols that may be tabulated add counted
Editing was the procedure that improves the quality of data for coding with the
stage was ready for tabulation
Tabulation was a part of the technical procedure where in the classified data
are put in the form of tables.
.

51

No. of Dealers Covered

TABLE NO.1

PRIMARY SOURCE

Brand
Amul
Mother Dairy
Cream Bell
Kwality Walls
Vadilal
Total

SAMPLE SIZE-175

No.

of

Respondent
66
21
30
47
11
175

Percentage
38
12
17
27
6
100

Availability of Brands
TABLE NO.2

PRIMARY SOURCE

Area of Survey
Lajpat Nagar
Nehru Place
Kalkaji
BaderPur
South Ex
Total

SAMPLE SIZE-175

No. Of Respondent
40
50
30
25
30
175

Percentage
22
29
17
15
17
100

52

Promotion by Ice Cream Company

TABLE NO.3

PRIMARY SOURCE
SAMPLE SIZE-175

No.

Suggestions
Price Reduction
Increase Advertisement Spent
Taste Improvement
Distribution Improvement
Availability of Freezers
Total

of

Respondent
28
61
14
38
34
175

Percentage
16
35
8
22
19
100

Suggestions given By Retailers

TABLE NO.4

PRIMARY SOURCE

SAMPLE SIZE-175

Brand
Amul
Mother Dairy
Cream Bell
Kwality Walls

No. of Respondent
54
31
34
38

Percentage
31
17
20
22

Vadilal
Total

18
175

10
100

GRAPH.1
53

Brand
Amul
Mother Dairy
Cream Bell
Kwality Walls
Vadilal
Total

No. of respondent
62
21
28
54
10
175

No.of Dealers Coverd

35
30
25
20
15
10
5
0

29
22
15

17

Percentage

Ka
lka
ji
Ba
de
rP
ur
So
ut
h
Ex
e

Ne
hr
u

Pl
ac
e

ar

17

Na
g
La
jp
at

Percentage
35
12
16
31
6
100

1 22% of the retailers are covered from the area Lajpat Nagar.
2 29% of the retailers are covered from the area Nehru Place.
3 17% of the retailers are covered from the area Kalkaji.
4 15% of the retailers are covered from the area Badarpur.
5 17% of the retailers are covered from the area Southex.

54

GRAPH.2

Availability of Brand
40
35
30
25
20
15
10
5
0

38
27
17

percentage

12
6

Amul

Mother Cream Kwality Vadilal

Dairy
Bell
Walls

1 Amul is present in 38% of the retailer surveyed.

2 Mother Diary is present in 12% of the retailer surveyed.
3 Cream Bell is present in 17% of the retailer surveyed.
4 Kwality Walls is present in 27% of the retailer surveyed.
5 Vadilal is present in 8% of the retailer surveyed.
55

56

GRAPH.3
Taste of existing Brand
35
30
25
20

31

17

20

22
percentage

15
10
5
0

10

Amul

Mother
Dairy

Cream
Bell

Kwality
Walls

Vadilal

1 Amul has liking of 31% among the consumers.

2 Mother Dairy has liking of 17% among the consumers.
3 Cream Bell has liking of 20% among the consumers.
4 Kwality Walls has liking of 22% among the consumers.
5 Vadilal has liking of 10% among the consumers.

57

GRAPH.4

Best Distribution channel

40
30
20
10

36
18

22

17

percentage
7

0
Amul Mother Cream Kwality Vadilal
Dairy
Bell Walls

1 36% retailer preferred the distribution channel of Amul

2 18% retailer preferred the distribution channel of Mother Dairy
3 22% retailer preferred the distribution channel of Kwality Walls
4 17% retailer preferred the distribution channel of Vadilal

58

59

GRAPH.5

Promotion by Ice Cream Company

40
35

35
31

30
25
20
15
10

percentage

16
12
6

5
0
Amul Mother Cream Kwality Vadilal
Dairy
Bell Walls
60

1 Promotion strategies of Amul are liked by 35% of retailer.

2 Promotion strategies of Mother Diary are liked by 12% of retailer.
3 Promotion strategies of Cream Bell are liked by 16% of retailer.
4 Promotion strategies of Kwality Walls are liked by 31% of retailer.
5 Promotion strategies of Vadilal are liked by 6% of retailer.

GRAPH.6

61

19% of retailer suggested for Availability of Freezers.

16% of retailer suggested for Price Reduction.

22% of retailer suggested for Distribution Improvement.

8% of retailer suggested for an improvement in taste.

35% of retailer suggested for increase in Advertisement.

62

FINDING
&
RECOMMENDATIONS

FINDING

As regards outlet exclusivity, I found that the major manufacturers (Vadilal and
Kwality Walls) have entered into agreement with some retailer to stock only their
respective products, which has also adversely affected competition between
manufacturers and between the distributors.

63

Here is some of the finding that I came across as I surveyed the market.
1. An average Delhi retailer is notorious and really very smart he is hard to keep
and the company has to make extra efforts to keep him loyal and this is not
just with Amul it is the same with every other Ice cream company.

2. The power outage was serious problem even in Delhi the sub urban areas
like Devi, Dakshipuri and the urban area like HauzKhas were having serious
power outage which was again one reason why retailers were so afraid of
stocking up ice cream.
3. The freezers were haphazardly arranged i.e. the dealers were storing almost
every thing that needed freezing or cold into the freezers from the peas to
4. Distilled water besides there were freezers where the different brands of ice
cream were stocked simultaneously.
5. The Ice cream market is very cost effective i.e. you need to be good and
cheap at the same time to make your product sell well.
6. The Ice cream business requires that the distribution network be equally good
besides there should be proper and timely delivery and also replacements
should be timely done otherwise chances are that the retailers would shy
away from that particular brand. The lone reason why Cream Bell was able to
stock its Ice creams in Amuls freezers was because we provided
replacement and they didnt.
7. Its easier to find new retailer only when the company supports its retailer
force i.e. the retailer should be give some rebate when it comes to buying
freezers besides the company should always encourage dealer to buy the
64

freezers of at least 400 Lts because in future the retailer can easily up his
orders if demands are high.
8. The company has a very right policy of promoting itself hard at the places
where the youth actually hang out. The company I found got the menus
printed of Misthan Safe in J block market in Saket near PVR Saket where
young people actually hang out this may promote company well and get it
long time loyalty from customers.

RECOMMENDATIONS

1. In considering the measures needed to remedy the adverse effects identified

our objective has bee to establish a framework I which competition would be
effective with as little ongoing regulation as possible.

2. On freezer exclusivity, I recommend that other Ice cream brands should be

restricted from entering into any agreement or arrangement for capacity I any
65

freezer I any retailer outlet used to stock wrapped impulse ice cream. The
company should make sure that it doesnt end up fighting with other
companies for the remaining freezer space so the company should make
sure that whichever market it enters it should sanction enough money to fix
freezers at least the shops where the demand is good.

3. On outlet exclusivity, I recommend that the company make sure that the
retailer it invests on especially where the company gets the pamphlets
printed and also invests on the outlets fixing up big signboards and also other
accessories like tables and chairs etc. in that case the company should
demand total loyalty and also fix up certain target for that shop so that if the
target is met the company further reward the retailer with further discounts or
margins.

4. On distribution, we consider remedies that would regulate the supply by Amul

to independent wholesalers such as specifying the minimum order range
besides the distribution should also be perked up i.e. the availability should
be such that shortages ever occur besides care must be taken that delivery
be quick and that the ice cream is not loose or melted.

5. As far as the billings are concerned the company must take proper care that
billings be done accordingly and any hassles that arise must be addressed
quickly care should be taken to bill properly because wrong billings ca take
66

away the credibility of the company.

6. Company has been right in addressing the top shops in town by keeping
freezers and giving other support to bigger retailers these retailer are with I
reach of the upwardly mobile yuppie class but the company should also
address to the dealers that dont form the companys top agenda because if
the company fails to do the same though it may earn its bread and butter but
wont be able to earn necessary brad recognition that might help up the
company cater to greater amount of taste buds that should be companys
brand policy.

67

7. Company though has reached its tentacles into the Institutes like NIFT but
there are many like that in Delhi and the company should try reaching the
canteens of Institutes like IIT Delhi. They might not bring the staple for the
company but do enough to create a long term demand besides may even
help to generate recognition and even human resources.

8. Urgent action should be taken to the above recommendations to help stall

competition and to also help the company to stand itself in the market

68

LIMITATIONS

69

LIMITATIONS
Marketing research suffers from several limitations. A large number of
problems which are caused by financial constraints, insufficient sample size,
and lack of personal contact etc. marketing research only helps managers in
decision making process. It provides data and information to the managers
but it can not be a substitute for marketing.

Limitations of Survey:
In this industry, it is very difficult to find the exact figures as the
consumption is very low.
There is not a particular trend followed in this industry to promote
sales. Actions are taken according to the situations and the situation
changes very fast in this industry.
Sales price vary from retailer to retailer, as the cost price is different
for different retailers due to schemes given.
The number of shops is very large in number and it is very difficult to
cover all of them.

70

CONCLUSIONS

71

CONCLUSION
Ice industry is very competitive industry and dominance of Vadilal
makes it tougher for other brands to establish in this field. So in order to
compete in this market everything should be perfect with main focus on
distribution. The distribution must be proper and retailers must be the main
center of focus. They are the people who can make difference.
Amul advertisement is coming on TV and FM Radio in Delhi also. So
there is a possibility that sales will increase as more and more people come
to know about Amul icecream . Advertisement can bring the customers to
the shops but after that the retailer is the key person. If he wants he can sell
any milk. Therefore it should be the combined effort of company and
retailers to improve the sales. Also people always prefer change so if we
provide them better substitute of Vadilal they will welcome this change.

72

QUESTIONNAIRE

73

QUESTIONNAIRE
Retailers Name:
Shop Address:
Tel:
1. Which brands keep in your shop?
*

Amul

( )

Mother dairy

( )

Cream bell

( )

Kwality Walls

( )

Vadilal

( )

2. According to you best distribution channel is of?

*

Amul

( )

Mother dairy

( )

Cream bell

( )

Kwality Walls

( )

Vadilal

( )

3. Which brand provides best promotional efforts?

*

Amul

( )

Mother dairy

( )

Cream bell

( )

Kwality Walls

( )

Vadilal

( )

74

4. Which Brand is most liked by consumer?

*

Amul

( )

Mother dairy

( )

Cream bell

( )

Kwality Walls

( )

Vadilal

( )

5. Is the Ice cream readily available to you on ordering to company?

Yes

No

( )

( )

6. Are you satisfied with margin provided by the company of the product?
Yes

No

( )

( )

7. Other competitive brand providing good marginal.

-------------------------------------------------------------.
8. Are you satisfied with the quality of these brands (ratify them)?
*

Amul

( )

Mother dairy

( )

Cream bell

( )

Kwality Walls

( )

Vadila

( )

9. Are you satisfied with brand name?

75

Yes

No

Amul

( )

( )

Mother dairy

( )

( )

Cream bell

( )

( )

Kwality Walls

( )

( )

Vadila

( )

( )

10. Does visit of executive /deliveryman is regular?

Yes

( )

No

( )

11. Any extra promotional measure you like to add?

-----------------------------------------------------------

12. Suggestion from you side to an ice cream company is?

* Aviability of freezer should be increased
* Price reduction
* Distribution improvement
* Taste improvement
* Other-----------------

13. Are you interested in selling ice cream?

Yes ( )

No( )

14. If given a choice among following brands of ice cream, which one
would you like to have (choose Only one):
76

1. Amul
(
)
5. Dinshaw
(
2. Mother diary (
)
6. Kwality walls
3. Vadilal
(
)
7. Others
4. Cream bell
(
)
15. Please mark your reasons for the choice made in question 2a:
1.Brand Superiority (
)
4.Packaging
(
2.Quality
(
)
5.Profit margin
(
3.Price Range
(
)
6.Product Range (

)
)
)

16. Does different schemes that companies run for deep freezers also affect
your decision for keeping ice-cream of that particular brand or
company?
Yes
17.

No

If yes, what type of scheme will attract you most? (In order of
preference)
Installment
Security Basis
Free
Scratch coupons

(
(
(
(

)
)
)
)

5.Free Ice-cream (
6. Lump sum
(

)
)

77

BIBLIOGRAPHY

78

BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details
the following Books, Magazines/Journals and Web Sites have been referred. The
all material detailed below provides effective help and a guiding layout while
designing this text report.
Kotler, Philip and Gary Armstrong (1999),
Marketing Management (New Delhi: Prentice Hall of India)
Kothari, C. R.(1999),
Research Methodology (Delhi: Global Business Press)
Magazines:
Business World

(15 April, 2004)

Business Today

(Collector Edition Vol.1)

India Today

(16 April, 2005)

Journals:
Indian Journal of Marketing

(May 2005)

The Journal of India management &strategy (July-Sep 05)

The Alternative Journal of Management
Study & Research

(Aug-Sep 05)

News Paper:
Times of India
Economic Times

79

Websites:
vadilal.COM
GOOGLE.COM
BUSINESS STANDARD
MARKETING MANAGEMENT(PHILIP KOTLER)
RESEARCH METHODOLOGY (C.R.KOTHARI)

80