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 Ice-
cream 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 $

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

arket.
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 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

Asgiven 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.
2. Amul.
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 ice-
cream 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.

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__
D) NEVER__
E) FIRST TIME__.
2. WHICH IS YOUR LARGEST SELLING ICE-CREAM BRAND ?
A) CREAM BELL__
B)KWALITY WALLS__
C)MOTHER DAIRY__
D)AMUL__.
3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS?
A) PREMIUM __
B) CONE__
C) CUP__
D) STICK__
E) OTHERS__.
4. WHICH COMPANY’S DEFREEZER YOU HAVE TAKEN?
A) CREAM BELL__
B) AMUL__
C) K.W__
D) M.D__
E) OTHERS_

5.WHAT IS YOUR DAILY SALE OF ICE-CREAM?

A)BELOW Rs.1000 __
B)Rs1000 TO 3000__
C)Rs.3000 TO Rs.5000__
D)Rs.5000 TO Rs.10000__
E) ABOVE Rs.10000__.
6. WHAT IS YOUR DAILY SALE OF CREAM BELL ?
A)BELOW Rs.1000 __
B)Rs1000 TO 3000__
C)Rs.3000 TO Rs.5000__
D)Rs.5000 TO Rs.10000__
E) ABOVE Rs.10000__.
7. DO YOU AWARE ABOUT CREAM BELL’S LETEST PRODUCTS?
A) YES__
B)LITTLE BIT__
C) NOT MUCH__
D)NO__
E)NEVER__
8. WHAT IS THE RESPONSE OF CONSUMER’S TOWARDS CB’S LETEST
PRODUCTS?
A)OUTSTANDING__
B)VERY GOOD__
C)GOOD__
D)AVERAGE__
E)BAD__
9.WHAT IS CONSUMER SATISFACTION FROM CREAM BELL ?
A)STRONGLY SATISFY__
B)SATISFY__
C)AVG. SATISFY__
D)LOWER SATISFY__
E) UNSATISFY_
10. ARE YOU SATSFY WITH THE DELIVERY SYSTEM OF DISTRIBUTOR ?
A)STRONGLY SATISFY__
B)SATISFY__
C)AVG. SATISFY__
D)LOWER SATISFY__
E) UNSATISFY__
11. ARE YOU SATISFY WITH COMPANY’S POLICY ?
A)STRONGLY SATISFY__
B)SATISFY__
C)AVG. SATISFY__
D)LOWER SATISFY__
E) UNSATISFY__
12. How do you scale your ice-cream?
ATTRIBUT
E
POOR
AVERAG
E
GOOD
EXCELLEN
T

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILIT

Y
13. SUGGESSIONS………………………
LIMITATIONS
 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

MY FINDINGS
 During the survey it was found that still there are10% people who
have not
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’sadvertisement. It shows Lake of Advertisementor advertisement
is not timely givenor 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

SUGGESTIONS

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:- Thefull
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
attracts children
and teenagers because ice-cream are consumed largely in this segment.

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 andaggressiv e
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 Wallsprovide a better availability and give competition to
the hilt.
 People are mostlysatisfied with the overall quality of Cream Bell ice-cream, but
for the existence in the local market Cream Bell must use aggressive selling
techniques
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.

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
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:
PARTY PACKS (357 +357 Grams)
S.
N
PARTICULARS
QUANTI
TY
RETAIL
PRICE
MRP
1 Vanilla+Vanilla
2
82.65
95
2 Strawberry + Strawberry
2
87
100
3 P/Pista + P/Pista
2
87
100
4 Chocolate ripple
2
94.6
110
5 Saffron ripple
2
94.6
110
6 Strawberry ripple
2
94.6
110
7 Chocolate +Chocolate
2
102
120
8 T/Fruity + T/Fruity
2
102
120
9 Three in one +Three in one
2
102
120
10 Fruit Bonanza (1+1)
2
110.5
130
11 B/Scotch + B/Scotch
2
110.5
130
12 Kesar Badam +Kesar badam
2
110.5
130
13
Vanilla chocochip + Vanilla
chocochip
2
110.5
130
BULCK PACKS (4 LITER)
1 Vanilla
1
228
275
2 Strawberry
1
228
275
3 Chocolate
1
333
400
4 Chocolate ripple
1
333
400
5 Vanilla chocolate chip
1
333
400
6 Tutti fruity
1
333
400
7 Milky chocolate
1
333
400
8 Fresh pineapple
1
333
400
9 Black Currant
1
333
400
10 Orange Tang
1
333
400
11 Rum N Raisin
1
333
400
12 Kaju Kishmish
1
333
400
13 Crunchy Butter Scoatch
1
333
400
14 Coffee
1
428
525
15 Chocolate choco chip
1
428
525
16 Rich Dark chocolate
1
428
525
17 Choco delic
1
428
525
18 Chocolate coffee almond fudge
1
428
525
19 Figs and honey
1
428
525
20 Lychee caramel
1
428
525
21 Farm Strawberry
1
428
525
22 King Alphonso
1
428
525