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Saurabh Anand (10BSPHH010698)
A REPORT ON GENERAL ICE CREAM CONSUMPTION BEHAVIORS AND A COMPARATIVE ANALYSIS OF AMUL ICE CREAM SCOOPING PARLORS
Saurabh Anand (10BSPHH010698) A report submitted in partial fulfillment of The requirements of MBA Program of IBS Hyderabad Distribution list AMUL
Gujarat Co-operative Milk Marketing Federation Limited
Date of submission 16th April
TABLE OF CONTENTS
1. ABSTRACT……………………………………………………….. 4
3. MAIN TEXT……………………………………………………….13
4. FINDINGS…………………………………………………………28 5. CONCLUSIONS…………………………………………………..29 6. PLANS FOR COMPLETION OF PROJECT……………………..30
2. Furthermore we will be able to elaborate AMUL’s stand with respect to its competitors on various aspects and hence where it is heading with its scooping parlors. learning and interpreting the consumer’s behaviors attitudes and perceptions towards ice-creams in general. The questionnaire will be administered on general people or common mass from various age groups and also among the employees. Analyzing if Amul’s strategy with respect to its scooping parlors is in the correct direction.requirements and changing customer needs towards ice creams consumption. EXPECTED FINDINGS The results expected by this paper would be to identify and address customer perceptions. The Indian market is growing at a steady rate of 10-15% per year and the competition is intense as global players are also trying to tap in too. Owing to the increasing competition in keeping itself upbeat with the market and changing needs is a very important part. retention . DESIGN/METHODOLOGY/APPROACH: This is an analytical study based mainly on the primary and secondary data collected through various channels such as questionnaires. general behaviors and their changing needs towards consumption of ice creams.4 ABSTRACT OBJECTIVE: 1. partners and clients of various AMUL franchises and regional offices. 3. PRACTICAL IMPLICATIONS In order to achieving higher levels of quality service in the ice cream industry and ensure customer satisfaction. Finally to help the company to attain all the goals and customers expectations (if something not attained yet) and come up with ideas and suggestions accordingly for the overall growth of the company according to the new findings. behaviors . Understanding.perceptions . A comparative analysis on competitors compared to Amul scooping parlors 4. ORIGINALITY/VALUE .quality and breand equity AMUL must understand the main factors. The questionnaire has been designed on the basis of interviews and guidance’s provided by various qualified personnel and appropriate literature. various previous AMUL’s studies and personal interviews. AMUL scooping parlors are a new in this league.
Amul held the number one spot.000 crores.128 million liters in terms of volume. Despite a decent growth rate. with the help of co-operatives many part of the state had 60 milk processing plant with the capacity of processing 5. the ice cream industry faces the challenge of low per capita consumption. The branded market at present is 100 million liters per annum valued at Rs.8 million liters per day.000 crores The industry can be divided into the branded market and the unbranded market. RS Sodhi.S and Japan. INTRODUCTION MARKETING: The chartered institute of marketing defines marketing as the “The management process responsible for identifying. In 2007. 800 crores. 2. 800 crores In 2008-09. anticipating and satisfying customer requirement profitably. the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5. Of this.5 This paper makes a useful contribution as what are the recent changing needs in the ice cream market as a general and where are amul ice cream parlors with respect to the changing customers perception and satisfaction. India takes the pleasure of producing milk at lower cost. “The ice cream market in India can be divided into: the branded market and the grey market. Industry at a glance The ice cream industry in India is worth Rs. with a market share or 38%. with a market share or . The branded market at present is 100 million liters per annum valued at Rs. Vadilal at 12% and Mother Diary at 8%.’ explains. 2.” INDUSTRY PROFILE: Dairy is a place where handling of milk and milk products is done.6 billion in terms of retail value or 15 billion liters in terms of volume. growing at a rate of approximately 12%.” In 200809. in the branded ice cream market. The grey market consists of small local players and cottage industry players. Amul held the number one spot. During 1997-98. The Ice Cream Industry: An Overview Looking at some industry facts first. Also compared to other countries like U. Dairy technology is the branch of dairy science which deals with processing of milk and manufacturing of their products on a large scale basis. the Indian ice cream industry is currently estimated to be worth Rs. in the branded ice cream market. the global market of ice creams was pegged at $61. Now INDIA is one of the largest producers of milk and value-added milk products in the world. Coming to India. the makers of ‘Amul. Chief General Manager of Gujarat Co-operative Milk Marketing (GCMMF). followed by Kwality Walls at 14%.
Having said that. The Ice Cream Business The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. Strawberry and Chocolate together constitute approximately 60% of the market. Channels such as Mobile Vending Units have been increasing year on year to reach out to a . followed by Kwality Walls at 14%. compared to 22 liters in the US. This when India is a country with hot climate with a young population. the peak season for ice cream still remains the summer months of April-June and dips in the months of NovemberFebruary.6 38%. 14 liters in Sweden. Pankaj Chaturvedi. According to Pankaj Chaturvedi. Ice cream always competes against these for attention. Another trend that is witnessing a change is the seasonal nature of the industry. “The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. as against the world average of 2.” Besides desserts. According to the industry players. The per capita consumption of ice creams in India is just 300 ml per annum.3 liters per annum. Vadilal at 12% and Mother Diary at 8% The per capita consumption of ice cream in India is approximately 300 ml. Executive Director of Baskin Robins. “The variation in sales for Baskin Robins can range from 15–30% from season to off season depending on geography and brand. 18 liters in Australia. ice cream also vies for attention with other like foods for example in summers with cold drinks. explains “Indian cuisine has a huge range of desserts in its mix.3 liters per annum Vanilla. this trend especially holds true for the North and the Western parts of India. coffee. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2. etc. juice.
The demand.0% total solids. ice cream would be like frozen ice. emulsifier. even up to half of its volume. the industry players not only face competition from their competitors. freezing. consumers also have the choice of trying out varied product offerings from different brands to keep them excited. the profit margin therefore can go up to even 100%.” Paul Thachil. This is done to make the product ‘light’ and ‘creamy’. especially while expansion. 3. the distribution and advertising costs eats into the profit margins. is poor infrastructure such lack of cold storage and in case of rural penetration. . for smaller players. pasteurization. per liter the mix would cost you approximately Rs 32. And to be on the safer side. Sidharth Jaiswal of Joos. 1955 define ice cream as “a frozen product that contains not less than 10% milk fat. Says Pankaj Chaturvedi. but also from other like foods. goes up to 10 gallons during peak season. parlors and push carts.” Players who deviate from these norms tactfully call their product "frozen dessert. Therefore. For big players. it is illegal to sell “ice cream” which have contents below these specified standards. Now the ice cream can contain a considerable quantity of air. the per cup costing comes to about Rs 5.5% protein. and 0. Sharing his experience. The rest comes in from retail and exports. “About 55% of our business is contributed by exclusive ice cream parlors and kiosks while 30% is from corporate or food service (as we categorize it) sales. aging the mix.” However. of the ice cream consumption in India. Now add to that Rs 5 worth of packaging cost. 36. Though changing. While for bigger players. Now.” Moreover. As mentioned earlier.” A chef at a prominent five star Delhi hotel tells us their banquet section itself buys 6 gallons of ice cream from manufacturers on a daily basis. This is necessary as without air. Besides. THE CHALLENGES There are several challenges that affect the industry adversely. says. And in one liter you can add up to one litre of air. the ice cream mixture is incorporated with air. nearly 60% is accounted to by three flavors of vanilla. homogenization. consumers still consider ice cream as a dessert and a side item. 60-65 a liter. Another major problem faced by the industry players. strawberry and chocolate. a juice bar chain. CEO – Dairy & Foods. even erratic power supply becomes an issue. “We had introduced ice creams on an experimental basis in our juice outlets in Ahmadabad. you can make 13 cups of ice cream from one liter of mixture. The basic steps in the manufacturing of ice cream are generally first blending the ingredients. sugar and so on) costs about Rs. and hardening. labor. transportation. What exactly is defined as ‘ice cream’ under the guidelines? The Prevention of Food Adulteration (PFA) Rules. We observed that consumers ordered ice creams as a side item or only when they were accompanied by children. If you take an 150 ml cup. a significant part of the revenue comes from corporate sales. it is the volumes that matter.” Depending on the variety. regional competition from smaller players is another major issue. It comes to approximately Rs 10 per cup. Manish Vithalani of Space Dotz informs. “A ice cream mix (consisting of milk.7 larger set of consumers. This perhaps makes ice cream a business with high profit margin. advertisement cost etc. Besides selling their products through kiosks. Mother Dairy Fruit & Vegetable.5% permitted stabilizer and emulsifier. he informs. electricity. major players tend play around these flavors only. We eventually decided not to move ahead with it. during the hardening process. Calculating on that basis.
Amul shrikhand. (The total sale is Rs. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. of Producer Members: No. (GCMMF). A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Hyderabad and Surat. Amul is an “Umbrella brand” means common brand for most product categories.8 This is especially true for big players. another hurdle is the the high rent charged for floor space.9 million 15. of the triumph of indigenous technology. It is the brand name for 2 million farmers. 67.322 . of Village Societies: 13 district cooperative milk producers' Union 2. Amul Cheese. Amul milk powder. Its turnover is Rs. Many products of Amul are also available in USA. 6 billion in 2005). This also becomes a problem when we try to expand. Amul chocolates. Members: No. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). of the genesis of a vast co-operative network. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. “Besides the presence of other players. 27000 crores by the year 2020. Amul milk and amulya. Gulf Countries and Singapore. Amul Chocolates. Mumbai. GCMMF: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. Bangalore. Amulspray. Nutramul. It has planned to let out franchisee to manage those large chains of parlours throughout the country. envisages that the dairy cooperative of Gujarat will have a group turnover of Rs. Amul ghee. appropriately titled “Mission 2020”. Amul spray. Now Amul is directly entering in to retail through “Amul utterly Delicious” parlours in the cities like Ahmedabad. of the marketing savvy of a farmers' organization. Amul Ghee. Amul Butter. 1946. Manish Vithalani says. Amul’s product range includes Amul butter.” BRAND PROFILE: It was registered on December 14. Amul Ice cream. Amul Shrikhand. Amul Milk Powder.11 billion in 2008-2009. especially in malls. Delhi. Amul Milk and Amulya have made Amul a leading food brand in India. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. The brand name Amul means “AMULYA”. Amul cheese. Amul ice cream. It is managed by Gujarat co-operative milk marketing federation Ltd. Their future plan. Nutramul.
Nearly 4 times as large as its nearest competitor. 1 ice cream brand of the country(36% share). it is now the only national brand. So as to capitalize on the growing ice cream industry. there are more Amul Scooping Parlours coming up in different parts of the country. economic pricing and the belief consumers have in the brand. Delhi. Hence keeping up with the latest trend Amul has started Ice Cream Scooping Parlors across the country. Currently Amul has Scooping Parlours across the country including Mumbai. The customers have shown huge faith in the quality of Amul Ice Creams and today it’s the No.32 billion litres Milk collection (Daily Average 2009-10): 9. Today people like to spend quality time with their family outside the home. Eating ice creams have become an occasion for celebration. Pune. Sundaes. Requirements of franchisee Brand Elements of the Scooping Parlour • Franchisee requires around 300 Sq. AMUL SCOOPING PARLORS: Seize the opportunity to partner with India’s leading Ice Cream Brand Since the per capita income. Apart from these. Ahmedabad and Coimbatore. 18 litres in Australia. It’s fun time for the entire family.10 million litres Milk Drying Capacity: Cattlefeed manufacturing Capacity: 647 Mts.2009-10): 13. and the market is witnessing a booming growth rate of 12-15% annually. Amul launched theirs first in 1996. shakes and other ice cream concoctions in a cozy and nice ambience at these parlors. Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the US. 14 litres in Sweden and 800 ml even in neighbouring Pakistan.07 million litres per day 3. Thane.Henceforth Amul Ice Creams have consistently combated competition like Kwality Walls. Kolkata. needs and tastes kept on changing. Ft. Amul has been able to write such a success story because of the quality of its products. This presents a huge opportunity for organised players in the ice cream industry. per day 3740 Mts per day INDIA . One can enjoy world class ice creams. Nagpur. With increasing income they love to spoil themselves with a variety of choices. 1000 Cr. Chennai. Bangaluru. In India alone. space at a premium location. .A BOOMING ICE CREAM MARKET AND AMUL ICE CREAMS Today ice creams are equally popular among children and grown-ups. the ways people consumed ice creams also did. Mother Dairy and other brands.9 Total Milk handling capacity: Milk collection (Total . the organised ice cream industry has a turnover of around Rs.
000 25. the competition has become fierce.000/Equipment Rs.Indicative Statement Total in Rs.000 1.000/.000 150.00.1.10 • • • • • • Air-conditioned parlour with toughened glass installation at the entrance Wall claddings with Green Lam Laminates of fiesta colour (Saffron Hue) Signature A made from stainless steel at the entrance Neon sign with Amul in acrylic letters as per standard specifications Interiors with vinyl posters & price list POS with retailing software Investment Required An owned or a leased air-conditioned shop of 300 sq.000 Cost in Rs. 75. Sales (Value per month) Gross Margins Earned Less: Electricity Less: Rentals Less: Manpower Net Profit per month 150.since this is a 2000 corers industry and there are international players involved. Equipments Required Equipments Scooping Cabinet with SS bowls Waffle Cone Machine Mixer/Grinder Cone Holder/Toppings Tray for placing Sauces. 30. Offer valid for limited period.000 5. 200.000/Working Capital Rs.000 10.ft. 25.000 75.# Renovation & interiors Rs.000 40. the industry is growing at a rate of 12-15% per annum.50. at a prominent location Refundable Brand Deposit Rs. POS Machine Total Cost ROI .000 28.000/. .000 3.Rs.000/Total Rs.000/-. 50. Visi-Coolers Deep-Freezers .2 Nos.000 13.000 NOW this brings us to our project .000 20. Nuts etc.* * Approximate Figures # Rs.000 50.000/. 350.
Price should be affordable and the product should provide money’s worth in terms of quality.The modern consumer is highly health conscious and is becoming aware of the rising health issues and its impacts. outdoors or indoors.The environment should be such that the consumer wants to stay there and spend some quality and quantity time. Pre-purchase (brand image. Store experience) Quality of ice cream – the quality of the ice cream delivered certainly plays a vital role in determining whether the customer will re purchase the brand or not. health issues and suitability). how they want to have their ice cream.a comparative analysis of Amul scooping parlors with its competitors along with its operations efficiency and quality. Service. It has to suit certain status symbol. Mother dairy is conducted huge studies and even vadilal and kwality walls are not leaving any stones unturned in the market.The consumer considers the kind of image the brand that he is going to purchase depicts.purchase (quality satisfaction and store experience) in general. flavor and ingredients that is in line with the Consumers needs and wants. alone or with someone. About which we will be discussing further in this report. We will analyze consumers on areas like pre. Post-purchase (Quality. It is important that the brand maintains goodwill.11 AMUL still holds the ground as the no 1in the market for consumption but the visibility of amul ice parlors is not as good as compared to other competitors. Environment . Satisfaction. quality and any other personal brand requirements that the consumer may have. suitability and health issues) Brand image of the ice cream . Recently Baskin Robins conducted a study on ice cream trends in india so as to cater to more common mass and expand its target base. It is important that the brand satisfies this need of the consumers and ensures health related gains rather than loss. A proper care should be given as far as pricing is concerned. satisfactory to the consumer Health Issue to ice creams relating .The service should be fast so that the customer waiting time should be less and leads to their satisfaction and results in formation of good brand image. quantity and consumer satisfaction as kids also form a main segment of our section. Hence . The quality and taste of ice . Purchase (service.purchase (brand image. The project is a three stage process: In the First phase we will try to understand the overall consuming behaviors of consumers towards ice creams. price and environment) and post. purchase (service. So hence our project starts about the basic consumption habits of ice creams in general. Suitability – The product should suit the taste. price and environment) Price . the common perceptions and attitudes of people towards ice creams and their favorite flavors .
Hence draw a comparative analysis picture with its competitors with the aid of questionnaires or interviews (mainly primary data) The final phase we will see the Amuls scooping parlors experience as a whole keeping in view with all its dimensions like the efficiency and quality of service etc. Second phase will examine the Amul’s strategy towards it scooping parlors. How much importance does price play in your choice of brand of ice cream? 4. MAIN TEXT (Progress of the project till date) OBJECTIVE Our main aim is in Understanding. What makes you like that ice cream? 3. What is your favorite brand in ice cream? 2. learning and interpreting the consumer’s behaviors attitudes and perceptions towards ice-creams in general and then analyzing if Amul’s strategy with respect to its scooping parlors is in the correct direction along with a comparative analysis on its competitors . Some of the questions would be like.well satisfaction is a holistic picture the total experience of the customer with the brand considering various factors as mentioned above and then finally arriving at a conclusion saying whether he is satisfied or not from the product. and draw out conclusion or suggestions for the overall growth of the company. What is the only thing that an ice cream must have according to you? This will complete our first phase. :1. Primary data will be used for this analysis. To what extent do the advertisements and offers influence your purchase? 5.12 cream determines the satisfaction level of the customer and hence plays a vital role in determining his approach towards the product. The strategies can be short term or long term as in what Amul has in mind for their scooping parlors and where and how they want to see it. . Satisfaction from ice cream.
no children: young. single: other . Age Family size Under 6 years. It has pro-biotic sugar free ice cream which is aimed to hit diabetic customer and the people aged than 45. middle and lower middle income group and also lower group people by selling ice creams in stick at low cost. married. Youngest child under 6: Young. If we consider the income segmentation. youngest child under 6 Or over: older. 6-11. no children under 18: older. married. married. 50-60. single: young. Amul is targeting upper. 60+ Young. 35-49. Amul have created many sorts of ice cream to cater all age groups. 20-34.13 MARKET SEGMENTATION OF AMUL: Demographic factor: Demographic variables of Amul target market are mostly age and income based. married. with children: older. 12-19. married.
skilled worker. shop owners. school up to 4 years. officers/junior executives. lower middle (Rs. graduate/postgraduate (professional) Occupation Education Socio-Economic Classification (SEC) of Amul Ice cream is as follows: Occupation Education Illiterat e School 5-9 year s D D C D C B1 C B2 B1 B2 B2 A2 Non gradua te C C B1 A2 A2 A1 Graduate / post Graduate / post graduate(gener graduate(professio al) nal) B2 B2 A2 A2 A1 A1 B2 B2 A2 A1 A1 A1 <4yea rs Unskilled workers Skilled workers Petty traders Shop owners Business man No.1.60.14 Gender Income Male. businessman/industrialist.a).001 – 1.a). school between 5 and 9 years.20. graduate/postgraduate (general). middle/senior executives. female Low (up to 40.000 p.a). self employed (professional. petty traders. nongraduate. clerical/salesperson. 20.40.000 p.000) Unskilled worker. middle (Rs. upper middle (Rs. Illiterate.a) and high (above Rs. supervisory level. of employees: None 1 to 10 10+ Self employed/professio nals Clerical/sales man supervisory level ssc/hs c C C B2 B1 B1 A2 D D D D D D D D C B2 C C B1 B1 B2 A2 B1 B1 A1 B1 A2 .80. 1.60.000 p.000 p.001 – 1. ssc/hsc.001 – 80.
fresh innovative”. Health drink and utterly delicious pizza along with a wide range of ice creams.000-strong cold chain. Today Amul is a symbol of many things. Amul’s advertising philosophy had been “to be simple. Economy pricing. an 18. Amul GCMMF’s formidable distribution network comprises of 300 stock keeping units. Promotion and Product. They are the vast genesis of a vast co-operative network. or intermediary. PRODUCT: Amul’s product development was driven both by the spirit of the cooperative system and profitability. But now the marketing mix is increased with Five P’s and also to Seven P’s. Regarding Amul we are going to mostly concentrate with Four P’s i. Optional product pricing. Psychological pricing. 46 sales offices. PROMOTION: This include all of the tools available to the marketer for ‘marketing communications’. and 500. emotion-based ads refrained from using hi-tech special effects. Geographical pricing and Value pricing but Amul’s philosophy had all along been to deliver value for money to its customers. Desserts. Product bundling price. Place. Over the years.000 distributors. distribution. They are the marketing Savvy of a farmer’s organization. Fresh milk. 3. Despite being priced economically. Cheese.e.000 non-refrigerated retail outlets to reach their consumers. 100. Price. Captive product pricing. Product line pricing. Amul maintained its product quality. PRICE: There are many ways to price a product. Price skimming. they are Premium pricing. Place. PLACE: Place is also known as channel. Other Visible Elements of Marketing: . Being a cattle farmer’s cooperative.000 retailers with refrigerators. It is the mechanism through which goods/services are moved from the manufacturer to the consumer. Their products are Butter.15 MARKETING MIX OF AMUL Mostly people or businesses will focus on Price. Powder milk. and aimed at maintaining the perfect balance between the traditional and the modern. Penetration pricing. Promotion and Product as their elements of marketing mix. Milk drinks. The clean. Amul committed to buy all the milk which is offered by the farmer.
Dicthomus These are the questions which are Boolean in nature. cup and cone ice cream from low range to high range to cover many people from low income group to high income group. It also simplifies the tabulating process. These answers are straightforward and respondents have to answer them in a straight way. Questionnaire can be used for the personal interviews. focus groups. cones.16 Packaging of Amul Ice cream: Amul ice creams are packaged in sticks.DETAILS & WHY? A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Now they also have institutional and catering packs. Stick ice cream is mainly sold for low income groups. 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. Family pack is sold from 250 grams. mails and telephonic interviews. such questions are good as first questions or opening questions. time saving and less biased. They have stick. Dicthomus Multiple choice questions Questions of this type offer the respondents an alternative to choose the right answer among others. Multiple choice questions 2. They introduce the subject and obtain general reaction. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. That means the answer can only be either ‘Yes” or ‘No’. Data source: primary and secondary data Methodology: exploratory method Research Instruments: Questionnaires and direct interviews . cups as well as take home packs and institutional/catering packs. Open end questions In this type respondents are free to answer in their own words and express the ideas they think are relevant. written or oral. Questionnaire in the project consists of: 1. RESEARCH INSTRUMENTS USED TILL NOW . It is faster.
Which age level do you belong to? Under 15 15-24 25-35 36-50 above 50 0 31 10 3 1 0% 69% 22% 7% 2% Inference: Now as you can see most of the people are from 15-24 age group which is actually the most important group consuming ice creams . Gender (M/F) Male Female 24 21 53% 47% 2. they constitute from teenagers to young working people.17 Research Approach: surveys Using these instruments and keeping my first phase objective in mind I ran a preliminary run of my questionnaire with around 45 people from different age groups in general. . THE QUESTIONAIRE AND RESPECTIVE FINDINGS 1.
How much are you willing to spend on an ice cream 0-50 50-100 100-200 Above 200 10 14 12 9 22% 31% 27% 20% . student . student . Marital status Single Married 39 6 87% 13% Inference: So till now most of the respondents have been single so my conclusion would be mostly concerning single young dynamic youths 4. SalesSoftware Engineer. Software . Student. IT Engineer. Student. Student. Engineer.18 3. Student. MBA Student. Engineer. engineer. student. 5. student Student. writer. Occupation Student. Inference: Most of the respondents are students hence our conclusion till now would be really narrow. Business. Student. Manager. Engineer it. Student. Student.
When you buy your ice creams which character do you care mostly . People and specially in this case young students have their bar setup around 200. But it’s a close call as it is almost equally distributed till . 7. so we can clearly conclude that in this case young students like to have ice creams mostly in summer and that to at least once a week to 2-5 times in the same week.still the threshold which we make out is 200.19 Inference: this pie chart clearly states that the people don’t mind spending anything from Rs 50 -200 which is the comfort zone. But along with that irrespective of the season the consumption happens atleast once a week which is very prominent. 6. How often do you consume ice cream? Mostly in Summers Everyday 2 to 5 times a week Once a week Rarely When the whether is hot? Other 15 33% 2 4% 11 24% 14 31% 3 7% 0 0% 0 0% Inference: Well clearly the above graph brings out the obvious thing which is that people generally like to have ice creams in the summer.
9. How do you like to have your ice creams Cups Cones Bars/ Sticks Scoops/ splits/ amalgamation Other 12 27% 19 42% 14 31% 16 36% 0 0% People may select more than one checkbox.this clearly states that youngsters love to experiment and keep on experimenting or rather it is better to say they fluctuate within couple of styles. so percentages may add up to more than 100%. Inference: From the above the bar graph we can easily conclude that brand and flavor are the most sought out features people care for in the ice creams.20 Price Brand Flavor Nutrition Style Other 9 16 39 2 4 0 20% 36% 87% 4% 9% 0% People may select more than one checkbox. Where do you generally prefer to consume ice creams? . 8. Inference: We have a decent winner here in the form of cones but the responses here are tow widespread. again this is the general perception of the young students belonging to the age group from 15-25. so percentages may add up to more than 100%.
What is your favorite brand in ice cream? Baskin Robbins Amul Kwality Walls Mother Dairy Scoops Other 16 6 13 4 1 5 36% 13% 29% 9% 2% 11% Inference: Well here baskin and robbins and kwality walls are almost going neck to neck but baskin’s has a slight edge. Amul has a share of 13%. The next close place would be outside probably roaming around and picking up their favorite deserts. What makes you like that ice cream? . clearly amul needs to buck up in this department. Standing 3rd.21 Restaurant Ice cream parlor Home Outdoors (road side vendors) Other 0 0% 30 67% 4 9% 11 24% 0 0% Inference: Ice cream parlor is the first place which comes to the youths now days when they think of relishing on their favorite ice creams. 10. 11.
Inference: So the main USP (unique selling point) of baskin robbins are their flavors and just flavors according to my respondents. Does price play an important role in your choice of brand of ice cream? Inference: So people are either really bothered or they are okay once they find their relishing flavor.22 Price Brand Flavor Nutrition Style Other 6 6 43 1 8 1 13% 13% 96% 2% 18% 2% People may select more than one checkbox. so percentages may add up to more than 100%. 13. This cannot be made out clearly as people either agreed or they were just neutral. 12. Do advertisements and offers influence your purchase? .
Different flavors. calories. 15. Taste. Butter Scotch. Baskin robbins. Haagen Daaz. It should taste yum!!! Inference: well since most of the interviewed people were young students flavor is the most important element for them to consumer an ice cream. baskin and robbin Inference: These responses are the heartfelt answers of the respondents and the most prominent one’s are choco chips and baskin robbins . flavor. What is the only thing that an ice cream must have according to you? nuts and chocolates. choco chip. Almost half of the respondents believe that they get influence by the offers and advertisements. flavor. Chocolate. 14. Taste. chocolate. Flavour. When we talk about ice creams you think of ? Sundaes. cold.23 strongly agree agree neutral disagree strongly disagree 5 22 8 9 1 11% 49% 18% 20% 2% Inference: Well the above bar graph clearly shows that advertisements do play a big role in consumer’s choice. flavor. taste. flavor. taste. good taste. Baskin & Robbins. nuts. Kwwality walls. this also means that the young people clearly follow the media and keep an eye out there for any offers. falvour and cream. nothing. flavout. flavor. naturals. flavor. Mc swirl yummy.
What is your impression of AMUL ice cream brand as compared to other brand? Inexpensive Healthy Easy to get Tasty Multi Flavor Intenstive advertisement Other 22 49% 9 20% 12 27% 12 27% 1 2% 4 9% 3 7% People may select more than one checkbox. How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to – Variety 1 2 3 4 5 1 0 2 7 3 19 4 18 5 1 2 7 20 15 1 0% 16% 42% 40% 2% 4% 16% 44% 33% 2% Inference: Amul’s ice creams are some where between good and very good according to the young people. Inference: This is the most important question as the whole idea of asking previous questions was to know what kind of people prefer what kind of ice creams and how they want to have it. This result also has people belonging to late 20’s working age. . How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to . 17. so percentages may add up to more than 100%.Flavors 17. The point to be thought about here is that though they think amul ice cream is inexpensive and tasty and easy to get it does not come ne where near to their favorite brand. settled and married.24 16. So our young students think that amul as a brand of ice cream is inexpensive and then easy to get and tasty.
How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to . 17.25 Inference: The same is the result with flavors which means amul has good amount of choices for the flavors.Taste 1 2 4% 2 3 4 5 8 17 13 5 18% 38% 29% 11% Inference: The Taste of amul ice creams is also good according to the young people.Appearance 1 2 4% 2 3 4 5 12 21 9 1 27% 47% 20% 2% Inference: . How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to . 17.
Availability 1 2 4% 2 3 4 5 7 15 15 6 16% 33% 33% 13% Inference: . specially the young people rate it very good for the price.Price 1 0 0% 2 3 4 5 7 13 20 5 16% 29% 44% 11% Inference: Well I think this is the USP of amul. How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to . 17. Amul has shifted towards the fair side. People.26 As far as appearance is concerned. This means amul has to work towards the appearance. 17. How do you rate amul ice creams (1 being lowest and 5 excellent ) with respect to . it’s price there in the market.
People are very well aware of the amul ice cream as a brand but still it is not considered among one of their favorites 2. the most preferred brand out there was baskin robbins and they liked it for their flavor. This clearly states that amul has to work on it flavors quality more now. People find amul ice creams basket very rich with wide variety of flavors. People can locate amul ice creams very easily. 3. But since all the respondents are highly impressed with amul flavor then why it is not even in the top three list of their choices. Flavor is the most important thing for them in ice cream rite now. People love to eat their ice creams in parlors which is good as amul can target these people for their amul ice cream parlors ( which is the next phase of the report) 5. Appearance is one another aspect that amul has to work upon in their ice creams as the respondents found them on the negative side of good. MY FINDINGS (For the data collected till now) 1.27 Again availability is good for amul. . The main unique selling point of the amul ice creams is their price. 4.
28 6. It has been highly rated as “inexpensive” too. dairy and non-dairy which have advantage of expansion of network and advantage of each underline objectives. But this is still not good enough for them to keep amul as their favorite brand. It has got a huge variety of ice creams with a huge base of flavors Despite of all these factors Amul is not among the top of the choices of the consumer ( mainly young students and working class . flavor and quality. Products are available for all most all the segment.according to the data collected till now ) .e.availaibility and price and have rated the aspects as good. The people or the respondents have rated really high for amul ice cream for its variety. CONCLUSION Amul is using very good strategy of selling their products. AMUL caters to all segments and more popular in India. which was the only factor our respondents were not satisfied about. Almost all the respondents are very well aware of the amul ice creams taste . But the appearance is something amul need to work upon. . They do have product diversification i.
PLANS FOR COMPLETION OF THE PROJECT The questionnaire conducted till now is for the general behavior patterns and perceptions of people towards consumption of ice creams. As we can have a vague picture of amul ice cream’s visibility and standing from the above questionnaire but it is still not majorly conclusive.so another questionnaire will be used for that analysis and it will take another 10 days to finsh that evaluation.their taste. It needs to work more upon their advertisements intensity and offers and come out really strong as a complete package towards the potential customers they are losing out on. The second phase will be directed mainly towards the main essence of the objective which is the analysis of amul scooping parlors stand viz a viz its competitors .The point of dilemma here arises is that though people are very well aware of amul ice creams . it is also the first phase of the project. So at this stage. Also I need more respondents to interview.29 Now given Amul is the highest share holder of the ice cream industry.appearance still they do not prefer to be a loyal customer or go for it more times as they do for their favorite brand . The schedule for the completion would be: Second phase 10 days (16/04/2011 to 26/04/2011) . all I can say is that amul needs to work upon as a more visible brand. quality .
4. Sometimes the problem which I face is language problem for which I have to make them understand. 2. so it cannot be generalized for the whole city or whole country. Non-cooperative approach and rude behavior of the respondents. 2011 LIMITATIONS OF THE PROJECT 1. 6. 3. .30 Third phase Observations and conclusions Final report 10 days (27/04/2011 to 7/05/2011) 4-5 days(8/05/2011 to 11/05/2011) 17th or 18th may. 5. Since the responses would be from some parts of Hyderabad. With respect to the actual population sample size will be too small. This might affect the final result. As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. Respondents may give biased information or under some bodies influence.
co.amul.amul.google.amuldairy.com/amulscoopingpalour.com www.pdf www.dare.marketresearch.31 7.com http://www. REFERENCES www.com/amulscoopingpalour.pdf www.com www.dairymark.amul.com www. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.pdf http://www.com/pdf/icecream.in .com http://www.dairy.
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