The Ice Bowl

An international ice-cream manufacturer is thinking of launching its brand in Kolkata. As a preliminary

part of its launch plan it has collected some information about the Kolkata ice-cream market through
secondary data and some primary data (by doing a survey among regular ice-cream consumers, during May
2013), using a reputed market research agency.

Some of the information that the company has collected are as follows:
- The 4 leading brands in the Kolkata market and their market shares by Volume are: Brand W
(21%), Brand X (13%), Brand Y (5%) and Brand Z (3%)
- Brand W has been the leading brand in the market for last 5 years, with a stable market share
- Brand Z is an International premium brand, present in India for the last 10 years
- The scores in some brand health measures were

Brand W Brand X Brand Y Brand Z

Awareness
TOM Awareness 20% 12% 11% 10%
Total Awareness 99% 90% 65% 86%
Trials
Ever Tried 98% 70% 32% 25%
Consumed in last 1 yr 64% 35% 30% 15%
Overall Preference (among all
those who tried in last 1 yrs)
- Like it a lot 55% 50% 30% 74%
- Like it to some extent 40% 35% 55% 25%
- Do not like it 5% 15% 15% 1%
Brand Perception (among all
Aware)
Prestigious Brand 50% 45% 25% 75%
Good vfm 55% 60% 78% 55%
Product Perception (among all
‘Ever Tried’)
Good taste 45% 26% 38% 60%
Wide range of flavours 50% 30% 25% 75%

Given the above data in different metrics, analyze the ice cream market in Kolkata and draw hypotheses
about the performance of the brands W, X, Y and Z.