Usage & attitude towards branded

ice cream in India

Group : 1
 Introduction and Background
 Revenue in the branded Ice Cream segment amounts to 45379880000 INR (US$637m) in
2018
 The market is expected to grow annually by 8.2% (CAGR 2019-2023)
 The average per capita consumption stands at 400 ml in 2018
 Key players in India are Kwality Walls, Vadilal, Cream Bell, Baskin Robbins, Mother Dairy
 Availability – across the nation
 Price ranges from Rs.10 – Rs. 400
 Branded Ice cream types – Stick, Cone, Sundae, Family pack, Cake
 Need for research to be defined – Market penetration, advertising and promotion

Source: Businesswire.com, Statistica.com

 Research Objective

 ‘To understand and analyze the consumer eating behavior and consumer perception of
branded frozen dessert/ ice cream’
 Core Target Segment

 Age- 10 to 40
 Gender- Both male and female
 Education- School children, Undergraduates, Graduates
 MHI- 50,000 +
 Occupation- Students, Self employed, Home makers, House wives, Young Working
Professionals, Top managerial personnel
 SEC- A1, A2, B1
 Location- Tier 1, Tier 2, Tier 3