mr kwality icecrem

8/13/2019 Mr Kwality Icecrem

1/62

CONTENTS

CHAPTER-I PAGE NO

INTRODUCTION 01 - 08

Market Size & Growth

Se!e"tatio"

Ma"#$a%t#ri" Pro%e

O'(e%ti)e o$ the St#*+

S%o,e o$ the St#*+

Reear%h Metho*oo+ & .i!itatio"

CHAPTER-II COMPAN/ PROI.E 0 - 12

CHAPTER-III CHANGING TREND IN MAR3ETING 14 - 52

Reear%h !etho*oo+

CHAPTER-I6 DATA ANA./SIS AND INTERPRETATION 54 - 70

CHAPTER-6 CONC.UTIONS & SUGGETIONS 71 - 7

CHAPTER-6I APPENDI9 7: - 20

;#etio""aire


2/62

INTRODUCTION

MAR3ETING= Every day we are coming across with Television adds, Newspapers,commercial direct mails and sales corps .Some one is always trying to sell

something.

Anything that can be offered to a market for attention. Acqisition se or

consmption that might satisfy want or a need it incldes physical ob!ects.

Services and persons places.

"eople are participating in marketing by satisfying their needs and want

throgh e#changes. E#change is an act obtaining a desired ob!ect from some oneby offering and something in retrn.

$arketing is a social and managerial process by witch individals and grops

obtain what they want and need throgh creating and e#changing prodct and

vales with others.

%t means managing markets to bring abot e#changes for the prpose of flying

hman needs and wants sch as prodct development research, commnications,

distribtion pricing and services are core marketing activities.

&onsmers do marketing when they search for the goods they need at theprices they offer. &ompany prchasing agents do marketing when they track down

sellers and bargain for good items.

%f a marketer do good !ob of nderstanding consmer needs. 'evelop prodcts

that provide sperior vales and prices. 'istribtes and promotes them effectively

these prodcts will sell very easily.

Peter Dr#ker=

A leading management thinker pt in this way. (Aim of marketing is to

make selling sperflos. The aim is to know and nderstand the cstomer so well

that the prodct or services its and sells itself. )tstanding marketing companiesstay close its cstomers*.

+


3/62

MAR3ETING RESEARCH=

"hilip otler in his marketing management - Analysis planning and control

defined as ($ is the systematic and ob!ective search for and analysis ofinformation relevant to the identification and soltion of problem in the field of

marketing.

Still and &ardiff has defined $arketing research as ( $arketing research is the

systematic, gathering, recording and analysis of data abot marketing problemstowards the end of providing information sefl in marketing decision making*.

AIMS AND OECTI6ES=

The aim of the marketing research and analysis may be stated as follows/

To define portable market for a speciali0ed prodct and to report on

general market conditions and tendencies, bying habits etc.

To assess competitive strength and policies.

To estimate potential bying power in varios areas.

To indicate the distribtion methods best sited to the market.

To know the companies e#pected share in the market.

To stdy the reqirements regarding the featres of the prodcts. To make packaging of plans as attractive as possible.

MAR3ET POTENTIA.=

The need and demand of the prodct in the target segmented market is

called market potential.


4/62

MAR3ET SI?E AND GRO@TH

The %ce2cream market growth dring the late 345s and in the early 365s wasvery low at arond +27 pa bt slowly the market has started picking p

especially after de2reservation of the sector in 1668. 9or last 12+ years the icecream market in %ndia is growing at 1:2+57 per annm and presently it is

estimated at worth of s1:21;bn.

This growth rate is e#pected to contine for another ne#t +2 years becaseof lower base. )f the total si0e of s 1:21;bn, arond 52+7 is in the hands of

organi0ed sector valed at s


5/62

SEGMENTATION

%ce &ream market can be segmented in three different ways, namely on the

basis of

9lavors

Stock eeping Dnits="ackaging

&onsmer Segments.

)n the basis of flavors the market today has a nmber of flavors likevanilla, strawberry, chocolate, mango, btterscotch a nmber of frit flavors dry

frit flavors traditional flavors like esar2"ista, a!2'raksh etc.

The market is totally dominated by Fanilla, Strawberry and chocolate, which

combinedly accont for more than 857 of the market followed by btterscotch

and other frit flavors.

)n the basis of stock keeping nits = packaging the market can be divided

into < segments/

&ones

&ps

Sticks or candies

Take2aways

)n the basis of the consmer segments the market can be divided into for

segments/

%mplse segment B"ll cartC

etail B@ome take2awaysC %nstittional = catering

"arlors

Ghile instittional or catering acconts for arond 1:7, retail and implse

combinedly take the ma!or chnk with 857 of the market.

:


6/62

MANUACTURING PROCESS

According to Pre)e"ti)e oo* A*#teratio" A%t 142 an %ce &ream mst contain

9at/ $in 157

Total Solids/ $in ;7

Sorce of 9at/ $ilk 9at or Fegetable )il B%ce &ream made from this is 9ro0en

'essertC

Sorce of Solids/ Skimmed milk powder H Sgar

Steps involved in $anfactring

1C Selection of %ngredients

iqid/ $ilk 9at, Sgar Syrp, Gater Solid/ Sgar, Stabili0er H Emlsifier, Skimmed $ilk "owder

+C 9igring ot the $i#

'ecide pon the composition of mi# to be made

'ecide on the amont of mi# to be made in the batch at one time.

+C $aking of the $i#/

Ilending of iqid H Solid %ngredients in a FAT.


7/62

4C "ackaging of %ce &ream B2


8/62

operatives

$aharashtra 'airy "rodcts Iaskin obbins

Other Pa+er=

Iesides the main national brands there are other premim brands which

have carved a niche for themselves in their respective regional markets. These

players have mostly concentrated on the large metro cities. These players sell

throgh their e#clsive parlors. The ma!or national players sell throgh franchise

parlors as well as throgh retail stores, groceries, restarants, hotels, roadsidestalls on highways, etc.

Reio"


9/62

6

COMPAN/

PROI.E


10/62

MAR3ET SHARES

@indstan ever has a market share of arond :57, represented mainly by

wality Galls brand. %t has introdced the $a# range of ice creams targeted at

children.

Aml is the second largest player at the national level, with an estimated

market share of :7 and is rapidly gaining market share.

Fadilal is another player in the national market with 4267 of the market

share bt that too is shrinking.

GU>ARAT CO-OPERATI6E MI.3 MAR3ETING

EDERATION .IMITED

HISTOR/=

AmlLs birth is indelibly linked to the freedom movement in %ndia. %t was

Sardar Fallabhbhai "atel who said that if the farmers of %ndia are to get economic

freedom then they mst get ot of the cltches of the MmiddlemenL.

The first Aml cooperative was the reslt of a farmerLs meeting in

Samarkha Baira district, ?!aratC on < Kanary 16


11/62

?&$$9, better known throgh its Aml brand, has been the latest entrant in the

national %ce2cream market. %t has lanched milk2based ice cream nder its flagship

brand Aml in Kanary 1668.

?&$$9 has a distinct edge over e#isting competitors and e#pected new

entrants on several conts.

Advantage in procrement of milk the key raw material in %ce cream. $ilk

spply in %ndia is largely controlled by the regional milk cooperatives. ?&$$9

itself is the leading spplier of milk in the Gestern region. Iesides procrement

from other regional cooperatives is also easier for ?&$$9 as compared top other

players. %nfect, ?&$$9

has a tie2p with the arnataka $ilk $arketing federation, which

manfactres ice2cream on behalf of ?&$$9, which is marketed nder the Aml

brand name.

Co!,etiti)e ,ri%i"/ ?&$$9 can procre milk at lower prices as compared tocompetition Aml has been lanched at a sbstantial price discont to main

competitors wality and Fadilal. This has helped in attaining a good volme

grown in a short time span.


12/62

The first Aml cooperative was the reslt of a farmerLs meeting in

Samarkha Baira district, ?!aratC on < Kanary 16


13/62

$embers

Me!'er / 1+ district cooperative milk

prodcers3 Dnion

N)/ 1+ district cooperative milk prodcers3 Dnion

No. of "rodcer $embers / +.+ million

No. of Fillage Societies / 15,4:+

Total $ilk handling capacity / ;.8 million liters per day

$ilk collection BTotal 2 +55;258C / 1.;8 billion liters

Mik %oe%tio" BDai+ A)erae 5002-04 =


14/62

.IST O PRODUCTS MAR3ETED=

Iread spreads

&heese ange

Dtterly 'elicios "i00a

$ithaee ange BEthnic sweetsC Aml Shrikhand B$ango, Saffron, Almond "istachio, &ardamomC

"re ?hee

%nfant $ilk ange

$ilk "owders

Sweetened &ondensed $ilk

9resh $ilk

&rd "rodcts

Aml %ce creams

oyal Treat ange Ba!bhog, &appchino, &hocochips, Itterscotch, Ttti

9rttiC Nt2o2$ania ange Ba! 'rakshi, esar "ista, oasted Almond,

esar &arnival, Iadshahi Iadam lfi, Shista "ista lfiC

Dtsav ange BAn!ir, oasted AlmondCSimply 'elicios ange BFanilla, Strawberry, "ineapple, ose, &hocolateC

Natre3s Treat BAlphanso $ango, 9resh itchi, An!ir, 9resh Strawberry, Ilack

&rrantCSndae ange B$ango, Ilack &rrant, &hocolate, StrawberryC

$illennim %ce cream B&heese with Almonds, 'ates with @oneyC

$ilk Iars B&hocobar, $ango 'olly, aspberry 'olly, Shahi Iadam lfi,Shahi "ista lfi, $awa $alai lfi, ?reen "ista lfiC

&ool &andies B)range, $angoC

&assattaTricone &ones BItterscotch, &hocolateC

$egabite Almond &one

9rostik 2 layer chocolate Iar

9ndoo ange 2 e#clsively for kids

SlimScoop 9at 9ree 9ro0en 'essert BFanilla, Ianana, $ango, "ineappleC

&hocolate H &onfectionery

Irown Ieverage

Ntraml $alted $ilk 9ood

'hara Edible )ils

1


15/62

NEED OR DOING THE PRO>ECT=

?&$$9 has a strong hold in the northern and western regions of %ndia. %t

is planning to e#pand its base in the sothern region. As a part of this it wants to

find the potential for its ice creams BAmlC in @yderabad market. The scope forpenetration in the @yderabad market can be known with the help of the pro!ect.

These findings can help ?&$$9 increase its market share.

SPECIIC OECTI6ES=

To identify the potential otlets in some of the territories of @yderabad and

thereby trying to increase Amls market share.

METHODO.OG/=This is an e#ploratory research for finding an opportnity to increase the marketshare.

The following are the steps in the stdy

1. &ondcting a srvey to get the details of the present sitation of the aml

ice cream bsiness from the e#isting retailers and distribtors.

+.

i. 9inding the new potential otlets and converting them to aml otlets

ii. "reparing a qestionnaire for the e#isting and competitor to get the

information which

@elps aml to become the best brand in the city.

. Analy0ing the srvey reports and qestionnaires.


16/62

Co!,etitor o#tet=

3wait+ wa o#tet=

1. "rodct qality is good.

+. etailers are completely satisfied with the delivery pattern and service

levels provided.. 9le#ible "olicies adopted by wality Galls regarding allotment of 'eep

free0ers.Di"haw o#tet/

1. "rodct qality is not satisfactory

+. Service level is not good.

.IMITATIONS=

1. Iiased information may be given by the retailers basing on the recent

e#perience. +C 9igring ot the $i#

'ecide pon the composition of mi# to be made 'ecide on the amont of mi# to be made in the batch at one time.

C $aking of the $i#/

Ilending of iqid H Solid %ngredients in a FAT.


17/62

CHANGING TREND

IN

MAR3ETING

18


18/62

CHANGING TREND IN MAR3ETING

The trend marketing has shifted the focs on to the consmer needs and

wants. &onsmer is being targeted and the prodct or services is designed

according to consmer perception .so the shift is towards tailor made prodcts to

sit the consmer taste.

&onsmer is the pivot on whole system rotates. The consmer sis to be

looked after and identified. @e may be and individal consmer, a committee or a

grop in case of indstrial bying. %n brief cstomer shold be kept satisfied and

the company shold orient itself according to the cstomer taste in order to srvivein the competition.

%n brief the company shold emphasi0e on the following points.

1. Ghat really satisfied the consmer i.e. what

combination of prodct featres and attribtes sit to his taste.

+. To assess the consmer satisfaction by establishingmodes of commnication with the consmer and getting a proper

feedback abot prodct performance after the sale.

. To determine who is cstomer i.e. individal grop,

committee etc. who takes the bying decision.


19/62

OECTI6ES

)b!ective of stdy/ 2

To know the retailer H consmer preference of Aml brand.

To know abot the different brands of %ce creams consmed by the consmers.

To know abot the market share of %ce cream consmed by the consmer.

To find ot effective advertising and distribtion channel.

To find ot the main criteria for selection of %ce creams by consmer.

To find the most liked flavors by consmer.

To find ot the promotional strategies sed by different companies.

To know the main competitors of Aml %ce creams.

16


20/62

.IMITAIONS

The following are the possible limitations of this pro!ect work/ 2

1. As the srvey was restricted to the city of @yderabad, the conclsion of the

may be taken as nationwide.

+. Iiased information from the retailers

. No proper response becase of the low qality of service


21/62

SCOPE O THE STUD/

The stdy is condcted on the consmer perception of analysis for

A!# ICE-CREAM=-

The stdy is confined to the area of

&ity in @yderabad

The sample of the respondents chosen for the stdy was consmer.

+1


22/62

Reear%h Metho*oo+

++


23/62

MAR3ETING RESEARCH

'efinition of marketing research as approved by the board of directors of the

American $arketing Association is.

Marketing research is the function which links the customer and public tothe marketer through information- information used to identify and definemarketing opportunity and problems, generate, define and evaluatemarketing action, monitor marketing performance and improveunderstanding of marketing as a process.

Simply, marketing research is the systematic design, collection, analysisand reporting of data findings relevant to a specific marketing situationfacing the company.

Obective in research is all- important .the heart of the scientificmethod is the obective gathering and analysis of the information.

The function of marketing research within a company is toprovide the information and analytical inputs necessary foreffective.

!lanning of future marketing activity.

"ontrol of marketing operations in the present.

#valuation of marketing results.

A research may nder take any of the three types of research investigations

depending pon the problem. These types of research inclded.

$asic research.

+


24/62

%pplied research.

'esigned fact gathering.


25/62

"resent the findings

De$i"e the ,ro'e! a"* reear%h o'(e%ti)e =-

%n a very real sense, this step is the heart of the research process.This is the first step, which calls for the marketing managers and

marketing research.

Reear%h ,a" *e)eo,!e"t/2

The second step calls for developing the most efficient plan

for gathering the needed information. Not to forget the cost or vales

of research the marketing manager mst estimate process before its

approval. esearch plan calls for decisions on.

A Data o#r%e/

%.C "rimary data to be collected for specific prpose.

%%.C Secondary data collected for another prpose and already

e#isting some where.

1C. Reear%h a,,roa%he/ primary data is collected in for ways/

1. )bservational research.

+. focs grop research.. srvey research.


26/62

&ollection of information

'ata collection phase is generally the most e#pensive and the most

phase to error. &arry ot the fieldwork, collect data sing the

instrments, ad!sts the problems of not at homes, replaced, refsal to

co2operate, biased or dishonest answers.

Analysis and interpretation /

The ne#t to last step is to e#tract pertinent findings from the collected

data. The researcher edits, code, tablate the collected data.

"resentation of findings /

As the last step in marketing research, the researcher presents the

findings. The researchers have to arrange the researched reslt

according to an approved reporting format, get the report typed and

bond, present the copies of the report to the concerned athorities.

RESEARCH METHODO.OG/

The methodology adopted for eliciting the data reqired for

the stdy was srvey method. %t is the overall pattern or framework

of the pro!ect that will dicta as to what information is to be collected,

form which sorces and by what procedres.

RESEARCH METHOD

esearch methodology mst be classified on the basis of thema!or prpose of the investigation. %n this problem, description

stdies have been ndertaken as the ob!ective of the pro!ect is to

condct the market share stdy to determine the share of the market

received by both the company and its competitors.

+;


27/62

DATA ANA./SIS

&

INTERPRETATION

+8


28/62

DATA CO..ECTION= -

The %nformation needed to frther proceed in the pro!ect

information had been collected throgh primary data and secondarydata.

Pri!ar+ *ata=-

"rimary data consists of information collected for the specificprpose at hand for the prpose of collection primary data,

srvey research was sed and all the softy sellers sing

different brads and their competitors were contacted. Srvey

research is the approach best sited gathering description and

information. &ontact methods/ the information was solicited

by administering strctred qestionnaire to the ice2creamsellers, ths getting to know directly form the ice2cream

sellers abot the varios brands they are stocking and the

flavors they are stocking its demand in the market their level

of satisfaction with the brand, the featres they are e#ception

if they get a new brand, their decision in selection the brand

etc.

Se%o"*ar+ Data=-

The secondary data consists of information that already e#ists

somewhere, having been collected for another prpose. Andy

+4


29/62

researcher begins the research work by first going throgh the

secondary data. Secondary data incldes the information

available with the company. %t may be the findings of

research previosly done in the field. Secondary data can also

be collected form maga0ines, newspapers, other srveys

condcted by known research agencies etc.

1 Co"#!er %o"#!i" i%e %rea!

TA


30/62

&

'&

(&

)&

*&

+&

,&

-&

&

/&

'&&

0es 1o

0es

1o

5 D#ri" #!!er eao" a"* other eao" %o"#!er %o"#!i" i%e-

%rea!

TA


31/62

Gra,h=

During summer consumers

consuming ice-cream

&(&*&,&&

'&&'(&

2aily

%lternate

2ay

Onceawe

ek

OnceaMonth

3otal

2uring summer1o.ofconsumers

5 D#ri" Other eao" = -

O


32/62

Other Season 1o .of consumers consuming

ice -cream

%lternate

2ay

+4

Once a

week

),4Once a

Month

+,4

2aily

)4

2aily%lternate 2ay

Once a week

Once a Month

Reao" $or eati" i%e-%rea!

TA


33/62

consming for satisfying @nger,


34/62

The ?raphs shows the ranks of different brands that are liked by the

consmers. The analysis shows that Aml is mostly liked by the

consmers. Aml being ranked first by


35/62

2


36/62

O


37/62

'inshaws 11 ++ +4 16 +5

Fadilal 1 +1 18 ++ +8

Scoops 5 1+ +4 5; +ua

lit

%ds

!rice

$rand

%vailability

>uality

%ds

9or k2walls

Gra,h=

k-;%88S

&+

'&'+(&(+)&)+

!rice

$rand

%vailability

>uality

%ds

!rice

$rand%vailability

>uality

%ds

9or 'inshaws

Gra,h=

4


39/62

2inshaws

&

+'&'+(&(+)&

!rice

$rand

%vailability

>uality

%ds

!rice

$rand

%vailability

>uality

%ds

9or Fadilal

Gra,h=

=adilal

&+

'&'+(&(+)&

!rice

$rand

%vailability

>uality

%ds

!rice

$rand

%vailability

>uality

%ds

9or scoops

Gra,h=

4


40/62

Irand +P1

offer

"rice2

off

E#tra

Oantity

?ifts &ombo

packs

No

Awareness

Aml 55 +: +4 55 +8 +5

k2walls 55 +8 55 +5 +5

'inshaws 14 +4 16 5: 15 +5

Fadilal 18 +4 1 1+ 15 +5

Scoops +4 + 1< 5; 55 +5

O


41/62

%mul

&+

'&'+

(&(+)&

(?'offer

!rice-off

#@tra

>uantity

Aifts

"ombo

packs

(?' off er

!rice- off

#@tra >uantity

Aifts

"ombo packs

Gra,h=

k-w alls

&

+

'&

'+

(&

(+

)&

)+

' ( ) * + ,

k-w alls

Gra,h=


42/62

2inshaw s

&

+

'&

'+

(&

(+

)&

' ( ) * + ,

2inshaw s

Gra,h=

= adilal

&

+

'&

'+

(&

(+

)&

' ( ) * + ,

= adilal

4. Tate o$ A!# i%e %rea!


43/62

TA


44/62

O


45/62

147 of respondents are aware of Aml brand throgh ads, +uality

3aste

;ord of mouth

11. Mo"e+ )a#e thro#h 'ra"*

TA


46/62

money throgh 'inshaws, 147 of consmers gets vale for money throgh

Fadilal , and 1:7 of consmers gets vale for money throgh scoops .

Gra,h=

&'&(&)&*&+&,&&.&

%mul

:-walls

2inshaws

=adilal

Scoops

Strong agree

%gree

2is-agree

15


47/62

Irand of choice ice cream available at 155 mtrs for +:7 of consmers 155

mtrs, brand of choice ice cream available at half k.m for 17 of consmers,

brand of choice ice cream available at 1k.m. 9or +57 of consmers, brand

of choice ice cream available at 12+ k.m. 9or 1


48/62

&hocolate is liked by ++7 of consmers.

Strawberry is liked by 1:7 of respondents.

Itterscotch is liked by 17of consmers.

)ther flavors are liked by 157 of consmers.

Gra,h=

Consumers most lied !lavors

&

+

'&

'+

(&

(+

)&

)+

*&

*+

=anilla

"hocolate

Strawberry

$utter scotch

Others

1: Co"#!er $a)orite i%e-%rea! BT+,e

TA


49/62

O


50/62

+7 of consmers are they know abot fro0en2dessert, ;+7 of consmers

are they donLt know abot deference between fro0en2dessert and ice2cream.

Gra,h=

A'areness of !ro(en-Dessert ) ice-

cream

0es

1o

12 Co"#!er k"ow the $oowi" %o"#!er o$$er $ro!A!# i%e-%rea!

TA


51/62

Gra,h=

9espondents

9s.'(

cone (,4

(+4 free

5rostic

cute pack

4

"ombo

pack (,4

9s.'( cone

(+4 free on

vanilla 'ltr pack5rostic cute pack

"ombo pack

14 Co"#!er take ,#r%hae *e%iio" whie '#+i" i%e-%rea!

TA


52/62

O


53/62

CONC.USIONS

ANDSUGGESTIONS

CONC.USIONS

The following are the conclsions drawn from the stdy/2

1. %t was observed that Aml %ce creams is having a high market share in the city

area.

+. "eople are AGAE of the prodcts of A$D.

. The main draw back with Aml lack of advertisements and promotionalactivities.


54/62

:. The respondents who preferred Aml %ce cream were of the opinion that it is a

high qality prodct

;. %t observed that the consmers are very price conscios.

8. %t fond those reasonable prices of Aml %ce cream is the main advantages to

captre the market in the city.

4. %t is fond that Oality Galls is the main competitor of Aml %ce cream

SUGGESTIONS

The $oowi" are o!e #etio" o$$ere* o" the 'ai o$ the t#*+.

Advertisement in newspapers, which are highly circlated, will provide goode#posre and will increase awareness. epetition in same newspaper for a

particlar period is desirable garanteed e#posre.

The management shold hire strong marketing talent.

$ore increase the 'istribtion channel.

$ore appealing packaging shold be introdced.

$ore dealers shold be increase

:


55/62

$ore attention shold be given to introdce as many nmbers of ice creams in

advertising copy. Attention power of advertisements.

::


56/62

APPENDIX

:;


57/62

QUESTIONNAIR

E

QUESTIONNAIR

1 Do +o# %o"#!e I%e %rea! /eJNo

5 How o$te" *o +o# eat I%e %rea!

D#ri" #!!er D#ri" Other eao"

Dai+

Ater"ate

*a+

O"%e a week

O"%e a

:8


58/62

A !o"th

@hat !ake +o# eat i%e %rea!

#" Pea#re H#"r+ Ho''+ O%%aio"JPartie

: @hat are the 'ra"* that +o# tate* & ra"k the!


59/62

Para!eter 6er+ oo* Goo* Ok


60/62

Co!'o o$$er

18 @ho take the ,#r%hae *e%iio" whie '#+i" i%e %rea!

Chi*re" Mother ather E*er

Na!e =

SeL =

Ae =

O%%#,atio" =

I"%o!e =

A**re =

;5


61/62


62/62

mr kwality icecrem

Documents