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Report On
“Market Survey on Ice-Cream”
Under the subject

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‘Entrepreneurship development[22032]’

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Submitted by
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Sr. Enrollment No Name of the student
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No
1 1700100271 Miss. Shinde Mohini Anandrao
2 1700100276 Miss. Jagtap Sakshi Krushna
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Under the guidance of

Mrs. Gaikwad K. K
Department of Computer Engineering
Government Polytechnic, Karad
1.0 Rationale
Ice cream is a sweetened frozen food typically eaten as a snack or dessert. It
may be made from dairy milk or cream and is flavoured with a sweetener, either sugar or
an alternative, and any spice, such as cocoa or vanilla. Colorings’ are usually added, in
addition to stabilizers.
Market survey is the survey research and analysis of the market for a particular
product/service which includes the investigation into customer inclinations. A study of
various customer capabilities such as investment attributes and buying potential.
This project includes a detailed report on the survey of ice-cream which will show
different brands and manufacturing companies creating ice-creams. The report will also
include different graphs showing the market growth or decline status based on the
information acquired during the survey.

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This project will contain a survey about ice-cream of different brands.

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2.0 Aim of the project

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1. To offer marketing and business managers a platform to obtain critical information
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about their consumers so that existing customers can be retained and new ones can be
got onboard.
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2. To Gain critical customer feedback.
3. Understand customer inclination towards purchasing products.
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4. Enhance existing products and services.

5. Make well-informed business decisions.
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3.0 Course Outcomes Achieved

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1. Identify your entrepreneurial traits.

2. Identify characteristics for given type of enterprise.
3. Describe the market study procedure of the specified enterprise.
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4. Describe the salient features of the resources required for starting the specified
enterprise.

4.0 Literature Review

Author (Publication)
Somnath Dutta
(Research Article)
J. G. Parsons, S. W. Seas
(Science Association
[AADSA])
Contribution
This paper gives analysis to
product awareness and brand
image of Amuls ice creams.
This paper explains the results
after comparing different ice-
creams.
Conclusion
We used this paper to
understand the availability and
affordability of products.
We used this paper to
understand the differences in
the concentration of
ingredients used.
Mrs. Roshni Sawant
(IOSR-JBM)
Camila Fiol, Diego Prado
(ResearchGate)
SS Deosarkar, SD Kalyankar
This paper explains the study
on Premium Ice-cream
segments in India.
This paper includes the
introduction of a new family
of ice-creams..
This paper includes the
generation and development
procedures of ice-creams.
We used this paper to
understand how the icecream
market in India is estimated.
We used this journal to
understand various ice-cream
families and brands.
We used this paper to study
the procedure of development
mentioned here.

Table 1- Literature Review

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5.0 Actual procedure followed
Actual procedure followed during the project is mentioned in the table below with

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the planned start date and completed finish date.
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Sr.no Details of activity Planned Planned Name of
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Start date Finish date responsible Team
members
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1. Decide project topic 16/12/2019 23/12/2019 1. Shinde Mohini

2. Jagtap Sakshi
2. Decide the product to carry 23/12/2019 06/01/2020 1. Shinde Mohini
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on survey 2. Jagtap Sakshi

3. Prepare project proposal 06/01/2020 13/01/2020 1. Shinde Mohini
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2. Jagtap Sakshi
4. Collect information related 13/01/2020 27/01/2020 1. Shinde Mohini
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to the product decided 2. Jagtap Sakshi

earlier
5. Collect information related 27/01/2020 17/02/2020 1. Shinde Mohini
to different product brands 2. Jagtap Sakshi
and their market status
(growth and inclination)
6. Perform SWOT Analysis of 17/02/2020 02/03/2020 1. Shinde Mohini
the product 2. Jagtap Sakshi
7. Preparing final project 02/03/2020 16/03/2020 1. Shinde Mohini
report 2. Jagtap Sakshi

Table 2- Actual procedure followed

  Ice Cream Industry Profile in India
The ice cream industry in India is in many ways, reflective of the overall population
distribution. The country’s population is primarily rural with approximately 65% of the
population living in villages with a population of less than 5,000" this means there are well over
150,000 villages with a combined population in excess of 650 million. This has contributed to a
highly fragmented industry that by many estimates has over 70,000 ice cream entities. Many of
these are single family operations where the product is made either in the home or in very small
factories and sold on the streets. The 350 million remaining people are concentrated in the cities
where the industry is reasonably concentrated in the hands of a few international and domestic
firms.
It is estimated that only 30% of the entire market is “organized” and the industry meets

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the classic definition of a fragmented industry, that is, one where there is an absence of market
leaders with the power to shape industry events.

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Ice cream or ice-cream is a frozen dessert usually made from dairy products, such as
milk and cream, and often combined with fruits or other ingredients and flavors. Most varieties

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contain sugar, although some are made with other sweeteners. In some cases, artificial
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flavourings’ and colorings are used in addition to (or in replacement of )the natural ingredients.
This mixture is stirred slowly while cooling to prevent large ice crystals from forming; the result
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is a smoothly textured ice cream.
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 Organized Ice Cream Industry in India:

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When looked at closely, about half the organized market is dominated by dairy giants like
Amul (ice cream biz contributes only 5%of its turnover)& mother dairy adding another 22% for
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the regional players. Between Vadilal, Kwality walls, Cream bell and handful of premium brands
there’s about 40%of the cone. Our organized ice-cream industry is worth about only 1800 crores
in India & growing at 15%.
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 Market Competitions shares:

One of the top reasons for Amul (38% market share) being market leader is that
distribution/reach defines sales. It is an area of work for pure play ice –cream companies. India’s
largest FMCG company HCL , Kwality Walls(14%) cannot hide behind the reach and therefore
is 2nd largest player followed by Vadilal (12%),Mother dairy((8%) & Cream Bell (6%)
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 Market SWOT Analysis :( Strength, Weakness, Opportunities

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&Threats)

 An ice cream is a refrigerated product and another therefore has limited shelf life
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Orange bar Mango Dolly Choco bar, Kesar kulfi, cornetto, Feast, Cassata are 90% of
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time consumers ask the flavours.
flavours
 Ice cream majors however have been focusing on reach, pricing &impulse buy only
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 In the last 15 years not much has been done to create brands or promote new offerings.
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Kwality Walls
Parent company HUL
Category Food Product.
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Sector Food Product.

Tagline/Siogan A treat for every occasion.
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USP Lots of varieties like cornetto, Feast.

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Segment Quality conscious children and adults.
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Target Group Kids and youth.

Positioning An ice-cream
cream to celebrate happy movement
in life.
SWOT Analysis
Strength 1) Strong brand name.
2) Excellent advertising and visibility.
3) Good product distribution and availability.
4) Lots of flavours and verities available.
Weakness 1) Food products have a limited shelf life.
Opportunity 1) Better and newer flavours.
Threats 1) Threat from existing ice-cream
cream brands.
2)Local Kulfies.
 Amul Ice Cream
Parent company Amul
Category Ice Cream.
Sector Food Product.
Tagline/Siogan Real Milk Real Ice Cream.
USP Premium Ice Cream made in
various varieties and flavours with
dry fruits and nuts.
STP
Segment Quality conscious children and
adults
Target Group Kids and youth
Positioning India’s No.1 Ice Cream.

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SWOT Analysis
Strength 1) Good product range include

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various flavours, party packs,
sticks, cones etc.
2) Good quality and packaging,

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and good advertising.
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3) Amul is the one of the most
respected top-of-the mind brands.
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4) Also launched probiotic and
sugar free ice-creams.
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5) Offers over 200 products across

India.
Weakness 1) Growing competition from
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international and other brands

means limited market share.
2) Limited international presence
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as compared to leading global

brands.
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Opportunity 1) High end ice-cream to tap the

higher income group also.
2) Tie-up with food chains,
restaurants.
3) Mobile van for better visibility.
Threats 1) Kulfi in rural markets.
2) Local ice creams and sweet
dishes.
3) Health conscious people
refraining from sweets.
 Vadilal Ice Cream
Parent company Vadilal
Category Food processing and products.
Sector Food and Beverages.
Tagline/Siogan Happiness ka Swaad.
USP Purely vegetarian with many
option for the customers.
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Segment Ice Cream for Quality conscious
children and adults
Target Group Kids and youth from the urban
middle and upper middle class.
Positioning A purely vegetarian dessert

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SWOT Analysis
Strength 1) It has world class

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manufacturing facilities
providing excellent quality.
2) Huge brand name locally in

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Gujarat providing a good base to
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expand.
3) Has good reputation and
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experience for being in the
industry for over 40 years.
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4Huge variety in flavours of ice

creams and candies.
5) Good brand recall and a lot of
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variety to choose from.

Weakness 1) Less visibility and market
share across the country because
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of major players in the industry.

2) Stronger competition stifling
its growth.
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3) Brand visibility lower than

other major players.
Opportunity 1) Improve distribution network
across India and gain market
share.
2) Venture into other dairy
products.
Threats 1) Threat from the existing
competitors as well as local ice
cream brands.
2) Most people are not really
brand conscious, so loyalty
might be an issue.
  Their product features, attributes, range & USP
As a new entrant, we have to create new innovative productsto differentiate from
conventional markets

 Branded Products for Market Leadership

 Niche brand for ideentification nad demand creation of every flavour

 India having highest number of diabetic patients, we shall make diabetic friendly ice-
creams

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 We shall make smoother and fat free ice-creams, cholesterol free and trans fats free for

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healthy heart.
 We shall make purely vegetarian pproducts to capture all markets

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1. Products for all age groups and demographic areas
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 They shall make over 50 flavors for children rather than conventional orange, mango,
choco, strawberry flavors. Their display board shall be as follows:
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 Low Cholesterol and fat free products for adults and seniors
 Mass Brand Products for rural as well as urban markets
  Great USP for product range
Since their products would be designed for all groups, for both rural as well as urban
markets and also being fat free and low on cholesterol, we shall have a typical USP for our
products that will associate it with these attributes.

Their USP shall be :

TASTY BHI.....HEALTHY BHI.....SABKE LIYE.....ICE CREAM !!!
Their slogan shall be :
I scream, you scream, we all scream for cream! Come to your very own customized

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ice cream parlor

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 Various Stages Involved in Product Marketing

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 Government, regulatory & voluntary compliances standards

There are certain specific regulatory compliances for manufacture and marketing of any
product
These pertain to license as well as certifications
Key requirements consists of
 Approved plan layout for manufacturing, testing, packaging, transportation,
storage and distribution
 Government approved location, construction, plant machinery and equipments
 Compliance to international food grade certifications during each of the above
steps
  Stringent quality control and environment like HACCP (Hazard Analysis and
Critical Control Points)
 Total Productivity Management (TPM) & ISO (International for Standardization)
certifications, ISO 14001 (Environmental management), ISO 18001 OHSAS (The
Occupational Health and Safety Advisory Services)

 Product manufacture, logo, label, packing

 Their ice-creams shall boast of world class standards in area of product quality.
 Every batch of ingredient goes through a stringent quality control before taken for
production.

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 The quality standards are in consonance with international norms, and no effort is spread

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to ensure world class product reaches the hands of the end users.
 Their Plants are ISO 9001:2008 & ISO 22000:2005 and HACCP Certified.
 Their packaging shall be as per ISI and FDA standards for best hygiene

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Yo Yo Ice Cream Manufacturing Plant

Yo Yo Ice Cream Logo

 Yo Yo Cornetto Yo Yo Ice Cream Candy

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Yo Yo Ice Cream Cup Yo Yo Ice Yogurt Cup

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Yo Yo Ice Chocolate Cup Yo Yo Ice Cream Vending

 Marketing Plans

 Marketing shall be done through whole sellers as well as retailers

 Whole sellers shall be appointed for each district who will supply to small retailers
 Exclusive Ice cream parlors shall be opened in large shopping complexes
 On the outskirts of town, vending machines shall be installed similar to bank ATMs
 Each sale outlet shall have product display with prices and product weight
 In urban cities, exclusive store shall be opened with proper seating plan where ice-creams
shall be served on the table

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 Product Promotion

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 Free scoops shall be given to customers for tasting and decision making.
 Free replacement when children dropped their ice-cream.

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 Children under 13, registered with the school ID will receive free ice creams on their
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birthdays.
 Promotional campaign shall be run on television every alternate month for 1 year
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 Company will Associate with social causes by holding an Annual ‘free scoop night’
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 A tie up with a market leader in soft drinks or fast food chain can also be considered
 Created positive image of the company as socially responsible organization.
 All packaging shall be food grade suitable for children of all ages
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 Free home deliveries shall be opened up after 6 months of product launch

 Online order booking web store shall be opened after 1 year. Orders for a minimum of Rs
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200 shall be delivered free of delivery charge

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 Product Pricing
The products shall be fairly priced with complete transparency to business associates like
 Customers
 Whole seller
 Retailer
 Franchisee
 Profits shall be shared with business associates and surplus if any shall be used for new
product development and their test marketing
 1% of profit shall be shared with a recognized charitable institution of repute
  Product transportation and storage
Ice cream being frozen food product, have to be invariably manufactured at freezing
temperatures, this also applies to product transportation in refrigerated vehicles and stored under
refrigerated conditions until finally solid.
All operations related to product handling most conform to food grade standards like ISI
(Indian Standard) or FDA (Food & Drug Administration - USA)

 Conclusion

 Ice cream markets in India are quite different than western world.

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 Not much focus has been made on rigorous marketing & sales promotion.

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 There have been deficiencies in branding – there are no super brands in this segment.
 The product having short shelf life needs extensive care during manufacture, packing
transportation under refrigeration, storage and quick turnover being a food product.

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6.0 Actual Resources Required
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The resources used during the completion of project are mentioned in the below
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Sr.no Name of resources Specifications Quantity Remarks

material
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1. YouTube MP4-file format, 640 x 1

360 pixels
2. Microsoft Word 2010 version 1
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3. Entrepreneurship Author : Hisrich R. D 1

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4. Laptop Dell, RAM 8 GB, Hard 1

disk 1 TB, i3 processor

8.0 Skill Developed/ learning out of this Micro-Project

We learnt,
1. The salient features of the resources required for starting the specified enterprise
2. The market study procedure of the specified enterprise.
3. To enhance existing products and services..
4. Efficient communication skills.
5. Working as a team member for developing c program.
6. Developing leadership qualities.
9.0 Applications of the Project
1. This project can be used in understanding customer inclination towards purchasing
products
2. The project can be also used to gain critical customer feedback
3. The project can be used in learning the case study on particular product or service and put
forth our conclusions.

Subject Teacher
Mrs. Gaikwad K. K

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