Project- Ice Cream Final

7/28/2019 Project- Ice Cream Final

1/43

PREFACE

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected

HOD Dr. Pramesh Gautam, Head of Department of Business Management ,

SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Miss. Amrita Rawathe rendered me all possible help

me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

SHRIKANT PATEL

MBA IST SEM.

1


2/43

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of DepartmentDr.Pramesh Gautam, Department of Business Management ,

SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGARfor allowing

me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of He rendered me all possible help me guidance while

reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

SHRIKANT PATEL

MBA IST SEM.

2


3/43

DECLARATION BY THE CANDIDATE

Date :

I declare that the project report titled" MARKETING STRATEGIES OF

TOP FIVE BRAND OF ICECREAM " on Market Segmentation is nay own work

conducted under the supervision of MISS. AMRITA RAWAT Department of

Business Management, SWAMI VIVEKANAND INSTITUTE OF

TECHNOLOGY SAGAR To the best of my knowledge the report does not contain

any work , which has been submitted for the award of any degree , anywhere.

SHRIKANT PATEL

MBA IST SEM.

3


4/43

CERTIFICATE

The project report titled " MARKETING STRATEGIES OF TOP

FIVE BRAND OF ICECREAM "been prepared bySHRIKANT PATEL MBA

IST SEM. under the guidance and supervision of Miss. AMRITA RAWATfor

the partial fulfillment of the Degree of MBA.

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner

CONTENTS

4


5/43

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT

AN INSIGHTOF COMPANY HISTORY

MISSION AND VISION

STANDING POSITION OF COMPANY

BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV MARKET ANALYSIS

OVERVIEW BRANDS

CHAPTER V CONSUMER GROUPS

CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX

PRODUCT RANGE

CHAPTER VII MARKETING STRATEGY

PRICING POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATION

CHAPTER X LIMITATION

CHAPTER XI CONCLUSION & SUGGESTION

BIBLIOGRAPHYQUESTIONNAIRE

5


6/43

INTRODUCTION

Comparative research, simply put, is the act of comparing two or more things

with a view to discovering something about one or all of the things being

compared. This technique often utilizes multiple disciplines in one study.

When it comes to method, the majority agreement is that there is no

methodology peculiar to Comparative research. The multidisciplinary approach is

good for the flexibility it offers, yet Comparative programs do have a case to

answer against the call that their research lacks a seamless whole.

There are certainly methods far more common than others in comparative studies,

however. Quantities analysis is much more frequently pursued than qualitative,

and this is seen in the majority of comparative studies which use quantitative data.

The general method of comparing things is the same for comparative research as it

is in our everyday practice of comparison. Like cases are treated alike, and

different cases are treated differently; the extent of difference determines how

differently cased are to be treated. The point here is that if one is able to

sufficiently distinguish two cases, comparative research conclusions will not be

very helpful.

Secondary analysis of quantative data is relatively widespread in comparative

research, undoubtedly in part because of the cost of obtaining primary data for

such large things as a countrys policy environment. This study is generally

aggregate data analysis. Comparing large quantities of data is prevalent. A typical

method of comparing welfare states is to take balance their levels of spending on

social welfare.

In line with how a lot of theorizing has gone in the last century,

comparative research does not tend to investigate grand theories, such as

Marxism. It instead occupies itself with middle-range theories theories that do not

6


7/43

purport to describe our social system in its entirety, but a subset of it. A good

example of this is the common research program that looks for differences

between two or more social systems, then looks at these differences in relation to

some other variable coexisting in those societies to see if it is related. The classic

case of this is Esping-Andersons research on social welfare systems.

He noticed there was a difference in types of social welfare systems, and

compared them based on their level of decommodification of social welfare goods.

He found that he was able to class Welfare states into four types, based on their

level of decommodification. She further theorized from this that

decommodification was based on a combination of class coalitions and

mobilization, and regime legacy. Here Esping-Anderson is using comparative

research: he takes many western countries and compares their level of

decommodification, then develops a theory of the divergence based on his

findings.

Comparative research is a research methodology in the social sciences that aims to

make comparisons across different countries or cultures. A major problem in

comparative research is that the data sets in different countries may not use the

same categories, or define categories differently.

Comparative research can take many forms. Two factors are space and time.

Spatially, cross-national comparisons are by far the most common, although

comparisons within countries, contrasting different areas, cultures or governmentsalso subsist and are very constructive, especially in a country like New Zealand,

where policy often changes depending on which race it pertains to. Recurrent

interregional studies include comparing similar or different countries or sets of

countries, comparing ones own country to others or to the whole world.

The historical comparative model involves comparing different time-frames. The

two main choices within this model are comparing two stages in time (either

snapshots or time-series), or just comparing the same thing over time, to see if a

7


8/43

policys effects differ over a stretch of time. When it comes to subject matter of

comparative enquiries, many contend there is none unique to it. This may indeed

be true, but a brief perusal of comparative endeavors reveals there are some topics

more recurrent than others. Determining whether socioeconomic or political

factors are more important in explaining government action is a familiar theme. In

general, however, the only thing that is certain in comparative research issues is

the existence of differences to be analyzed.

ICE CREAM

The origins of ice cream can be traced back to at least the 4th century B.C. Early

references include the Roman emperor Nero (A.D. 37-68) who ordered ice to be

brought from the mountains and combined with fruit toppings, and King Tang

(A.D. 618-97) of Shang, China who had a method of creating ice and milk

concoctions. Ice cream was likely brought from China back to Europe. Over time,

recipes for ices, sherbets, and milk ices evolved and served in the fashionable

Italian and French royal courts.

After the dessert was imported to the United States, it was served by several

famous Americans. George Washington and Thomas Jefferson served it to their

guests. In 1700, Governor Bladen of Maryland was recorded as having served it to

his guests. In 1774, a London caterer named Philip Lenzi announced in a New

York newspaper that he would be offering for sale various confections, including

ice cream. Dolly Madison served it in 1812.

8


9/43

First Ice Cream Parlor In America - Origins Of English Name

The first ice cream parlor in America opened in New York City in 1776. American

colonists were the first to use the term "ice cream". The name came from the

phrase "iced cream" that was similar to "iced tea". The name was later abbreviated

to "ice cream" the name we know today.

Methods and Technology

Whoever invented the method of using ice mixed with salt to lower and control the

temperature of ice cream ingredients during its making provided a major

breakthrough in ice cream technology. Also important was the invention of the

wooden bucket freezer with rotary paddles improved ice cream's manufacture.

Augustus Jackson, a confectioner from Philadelphia, created new recipes for

making ice cream in 1832.

Nancy Johnson and William Young - Hand-Cranked Freezers

In 1846, Nancy Johnson patented a hand-cranked freezer that established the basic

method of making ice cream still used today. William Young patented the similar

"Johnson Patent Ice-Cream Freezer" in 1848.

Jacob Fussell - Commercial Production

9


10/43

In 1851, Jacob Fussell in Baltimore established the first large-scale commercial ice

cream plant. Alfred Cralle patented an ice cream mold and scooper used to serve

on February 2 1897.

Mechanical Refrigeration

The treat became both distributable and profitable with the introduction of

mechanical refrigeration. The ice cream shop or soda fountain has since become

an icon of American culture.

Continuous Process Freezer

Around 1926, the first commercially successful continuous process freezer for ice

cream was invented by Clarence Vogt.

ICE CREAM INDUSTRY IN INDIA

Ice cream industry occupies important place in India. It is one of the

consumer goods industries its products is important popular diet.

India is an agriculture-based country because of the large number of cattle

and large milk production most of the dairy and ice-cream industries has

developed and India is well ranked in the world.

Ice cream industry has brought magnificent change in the rural economy. It

provides employment to the marginal farmers.

It has an important role in employment generation and reducing the

migration of villagers towards the town and cities for live hood.

10


11/43

Today the competition in ice-cream of players like amul, Kwality walls ,

Vadilal etc. as ice cream has been a regular edible item the consumption of ice

cream is more.

HISTORY AND BACKGROUND OF THE COMPANY

Small Beginning, Big Vision, Great Ambitions. Havmor Ice Cream began its

branded life in 1944 in Karachi, in undivided India. By 1947, it was a popular

local brand there.

But in 1947, in the wake of the partition, its founder Satish Chona had to join the

exodus into India, with virtually no moveable assets. Searching for a new turf, he

tried out Dehra Dun and Indore, and finally, settled down in Ahmedabad.No, it was not a case of Brand Relocation, or anything else as fanciful. He had to

start the venture from scratch again. In fact, he had to begin from a hand-cart at the

Ahmedabad Railway Station, churning out the Ice Cream manually.

He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which

meant the customer got more value for money, and more taste to relish from his

Ice Creams.

Perhaps he didn't know it then, but he had laid the foundation for one of Western

India's most enduring market legends.

And good quality, like good character, wins over the situation sooner or later.

Today, Havmor Ice Cream is a delicious facet of Western India's daily life and part

of its market lore. It reaches hundreds of thousands of consumers through 50 main

outlets and 12000 plus dealers.

That's a very very long way from a hand-cart.

Good Old Values, New Generation Leadership

Mr.Pradeep Chona, son of Late Shri Satish Chona, today heads the Havmor

conglomerate. He has continued his father's quality obsession and streak of

innovation.

To his father's motto - 'Achchai, Sachchai, Safai'. He added a suffix - Navu Su

Che?

11


12/43

Now that is quite simple, but a powerful reason for taste innovation. In fact, that is

not even a corporate axiom. It is the question regular Havmor customers ask at

frequent intervals. Because they expect Havmor to keep pleasing their palates in

new way, always.

Mr.Pradeep Chona set off a series of Changes at Havmor - in technology, in

quality & hygiene standards, in management, in HRD and in the overall corporate

environment. This re-engineering was complemented by capacity expansions and

a flurry of promotional activities, to maintain the company's market presence

intact in competitive times...

Sometime back, Ankit Chona, Mr.Pradeep Chona's son also joined the

business after completing his graduation from the United States. He has been a

driving force in expanding the Restaurant division as well as popularizing the

Company owned Ice Cream & Fast Food par lours known as HAV FUNN. He hasbrought a lot of innovation and standardization in the business.

12


13/43

OBJECTIVE OF THE STUDY

OBJECTIVES OF STUDY

Every study is being conducted with a purpose in it. The study of market of

DINSHAWS ICE-CREAM is carried out to achieve the objectives listed below.

01. To study the market share analysis and potential.

02. To have comparative study of value of the product among the other brands in

the market.

03. To determine the market share of the product through research and survey.

04. To determine the customer awareness about the product.

05. To identify the competitor and determine their share and position.

13


14/43

RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the

methods and procedures for acquiring the information needed. It is the overall

operational pattern or framework of the project that stipulates which information is

to be collected, from where it is to be collected and by what procedures

This research process based on primary data analysis and secondary data analysis

will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in

accordance with our mentor in Ketchup. I chose a sample of about 30

corporate customers

I collected some data from the secondary sources like published Company

documents, internet etc.

Research Design

A research design is the arrangement of conditions for collections and analysis of

data in a manner that aims to combine relevance to the research purpose with

economy in procedures. It is a descriptive cross sectional design .It is the

conceptual structure with in which research is conducted; it constitutes the

blueprint for the collection, measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal

information with minimal expenditure of effort, time and money.

14


15/43

In the preliminary stage, my research stage constituted of exploratory study by

which it is clear that the existence of the problem is obvious .So, I can directly

head for the conclusive research.

Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to

determine who is to be sampled, how large should be the needed sample and how

sampling unit is to be selected.

Population

In my research, I have defined my population as a complete set of customers of

Sagar City.

Sample Survey

As compared to census study, a sample study has been conducted by us because

of:

Wide range of population, it was impossible to cover the whole population

Time and money constraints.

Sample Unit

In this survey I took the list of customers from the dealers of Ketchup

Sampling Technique

Sampling technique implies the method of choosing the sample items, the two

methods of selecting sample are:

Probability method.

Non-probability method.

Probability method is those in which every item of the universe has an equal

chance of the inclusion in the sample. Non-probability methods are those that do

not provide every item in the universe with known cause of being included in the

sample. The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I got

the data of the customers from the dealer of Ketchup.

Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This

questionnaire is structured and highly ordered. This includes both close ended and

15


16/43

open ended questions. The close ended questions included both dichotomous and

multiple choice questions.

MARKETING ANALYSIS

Market Share ofIce Cream Industry

Kwality Walls

37%

Amul

13%

MTR

11%

Vadilal 8%

Ben and

Jerry

6%

Arun 6%

Others 19%

16


17/43

CONSUMER BEHAVIOUR

All marketing starts with the consumer. So consumer is a very important person to

a marketer. Consumer decides what to purchase, for whom to purchase, why to

purchase, from where to purchase, and how much to purchase. In order to become

a successful marketer, he must know the liking or disliking of the customers. He

must also know the time and the quantity of goods and services, a consumer may

purchase, so that he may store the goods or provide the services according to the

likings of the consumers. Gone are the days when the concept of market was let

the buyers beware or when the market was mainly the sellers market. Now the

whole concept of consumers sovereignty prevails. The manufacturers produce

and the sellers sell whatever the consumer likes. In this sense, consumer is the

supreme in the market.

As consumers, we play a very vital role in the health of the economy local,

national or international. The decision we make concerning our consumption

behavior affect the demand for the basic raw materials, for the transportation, for

the banking, for the production; they effect the employment of workers and

deployment of resources and success of some industries and failures of others.

Thus marketer must understand this.

Preference a concept in the social sciences, particularly economics. It assumes a

real or imagined "choice" between alternatives and the possibility of rank ordering

of these alternatives, based on happiness, satisfaction, gratification, enjoyment,

utility they provide. More generally, it can be seen as a source of motivation. In

cognitive sciences, individual preferences enable choice of objectives/goals.

17
http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivation


18/43

The study of the consumer preference not only focuses on how and why

consumers make buying decision, but also focuses on how and why consumers

make choice of the goods they buy and their evaluation of these goods after use.

So for success of any company or product promotion it is very necessary to depart

its concentration towards consumer preference.

PRODUCT PROFILE

Vadilal Ice Cream Ltd:

Vadilal ice cream division has always been a hot favorite

with the people both inside and outside the organization. In India,

the name Vadilal is synonymous with Ice Cream. The Ice Cream

industry in India today has a turnover of Rs. 15 billion [US$ 330

million]. A quarter of this comes from the house of Vadilal alone.

But thats no surprise, considering that we have the largest range

of Ice Creams in the country 120 plus flavors, in a variety of

more than 250 packs and forms. The range includes cones,

candies, bars, ice-lollies, small cups, big cups, family packs, and

economy packs. Something for all tastes, preferences and

budgets.

To make it convenient for our consumers to relish our

complete range under one roof, we have set up a chain of

Happiness Parlors Ice Cream boutiques so to say. Hordes of

people flock to these parlors daily because they know that our

products contain the purest and creamiest milk, and the freshest

and tastiest fruits and nuts.

18


19/43

Among our products are OneUp Chocobar and King Cone

all-time favorites which have today attained the generic status.

Another hit is our Kulfi traditional Indian milk sweet. Some of

our products are a combination with confectioneries.

Since our products are highly perishable, quick transport

and proper storage are of paramount importance. Hence our

refrigeration equipment and deep freezes are imported from

companies, which are world leaders in their respective fields. To

ensure sufficient, timely and constant ice cream supply, we have

a Cold Chain Network comprising three manufacturing plants

[totaling a production capacity of 1.25 lakh litre per day], about

23 C&FA, more than 500 Distributors and over 40,000 Retailers.

Amul India Ltd:

AMUL means "priceless" in Sanskrit. The brand name

"Amul," from the Sanskrit "Amoolya," was suggested by a quality

control expert in Anand. Variants, all meaning "priceless", are

found in several Indian languages. Amul products have been in

use in millions of homes since 1946. Amul Butter, Amul Milk

Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,

Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and

Amulya have made Amul a leading food brand in India. (Turnover:

Rs. 67.11 billion in 2008-09). Today Amul is a symbol of many

things. Of high-quality products sold at reasonable prices. Of the

genesis of a vast co-operative network. Of the triumph of

indigenous technology. Of the marketing savvy of a farmers'

organisation. And of a proven model for dairy development.

Kwality Walls Ltd:

19


20/43

Kwality Ice Cream is the pioneer in the Indian ice-cream

manufacturing industry and in 1956 became the first company in

the country to use imported technology for manufacturing ice-

cream on a commercial scale. As the ice-cream industry exploded

in India, in 1995 Kwality Group joined hands with Hindustan Lever

Limited and then there was no looking back.

The Indian consumer market was introduced to KWALITY

WALLS the result of a collaboration between global brand Walls

and the leading Indian ice-cream brand Kwality. Though the two

giants eventually parted ways, the collaboration made Kwality a

household name and created deep in roads for the brand in the

consumer market. Today, Kwality is not just a brand it is the

ice-cream associated with the Indian summer; its the first choice

in ice-cream for any child or adult during the scorching Indian

summers. Kwality ice-creams are trusted not only for their rich,

creamy flavours, but also for their trusted quality and nutritious

food value.

Mother Diary Ltd:

Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the

following products: Mother Dairy markets dairy products like

Liquid Milk, Ice Creams, Flavoured Milk, Dahi, Lassi, Mishti Doi,

Ghee, White Butter, Table Butter, Cheese, UHT Milk, Dhara range

of edible oils and the Safal range of fresh Fruits & Vegetables,

Frozen Vegetables and Fruit Juices at a national level, through its

sales and distribution networks, for marketing food items. Mother

Dairy milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU

per litre of milk as a part of social accountability. This program

was started with the Mother Dairy, Delhi, since February 1980and

20


21/43

there after Mother Dairy is continuing this program on their own

as a social responsibility without having any financial assistance

from the Government as well as since it is felt that BVM is

generally consumed by the middle / lower middle / poor strata of

the society. It is also found that the dietary practices adopted by

these classes are deficient in Vitamin A.

Mother Dairy sources significant part of its requirement of

liquid milk from dairy cooperatives. Mother Dairy sources fruits

and vegetables from farmers / growers associations. Mother Dairy

also contributes to the cause of oilseeds grower cooperatives that

manufacture/ pack the Dhara range of edible oils by undertaking

to nationally market all Dhara products.The company markets an

array of fresh and frozen fruit and vegetable products under the

brand name SAFAL through a chain of 400+ own Fruit and

Vegetable shops and more than 20,000 retail outlets in various

parts of the country. Fresh produce from the producers is handled

at the Companys modern distribution facility in Delhi with an

annual capacity of 200,000 MT. An IQF facility with capacity of

around 75 MT per day is also operational in Delhi. A state-of-the-

art fruit processing plant of fruit handling capacity of 120 MT per

day, a 100 percent EOU, setup in 1996 at Mumbai supplies

quality products in the international market. With increasing

demand another state-of-the-art fruit processing plant has been

set up at Bangalore with fruit handling capacity of around 250 MT

per day.

Ben & Jerry Ltd:

21


22/43

Since 2003, Ben & Jerry's have been working on a

sustainable Caring Dairy initiative, which helps level out needs of

the farmers and their cows, as well as the planet's needs. The

company has, so far, reduced energy use on their 11 farms by

2%, and converted all their farms to green energy. Also, in 2002,

Ben & Jerry's in the USA committed to reducing carbon dioxide

emissions by 10% by 2007, and by investing in a variety of

efficiency measures, this target was achieved with ease - the USA

now produce 32% less carbon dioxide emissions (per pint of ice

cream) today (in 2008) than in 2002. This initiative was brought

to the exclusive provider of milk for Ben & Jerry's European ice

cream production, Beemster Cheese, in 2007.

In addition to helping farmers and their cows, in 2001 Ben &

Jerry's began sourcing vanilla, cocoa, and coffee, for their smooth

ice creams, from cooperatively run farmer associations - these

community structures help promote their members' quality of life,

improve worker's benefits, and sustain a commitment to their

land and communities. In 2006, the world's first ever vanilla ice

cream made with Fairtrade ingredients was launched by Ben &

Jerry's. 2007 saw the release of Vanilla Toffee Crunch, using

100% Fairtrade certified cocoa, sugar, and vanilla, and in 2008,

Chunky Monkey was guaranteed to be traded in accordance with

international Fairtrade standards as well.

MTR Pvt Ltd:

MTR Foods Private Limited is amongst the top five processed

food manufacturers in India. We manufacture, market and export

22


23/43

a wide range of packaged foods to global markets that include

USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, Japan

and Oman.

Starting with the legendary MTR restaurant in Bangalore,

Indias silicon valley, we now offer ''complete meal solutions'. Our

wide range of products include ready-to-eat curries and rice,

ready-to-cook gravies, frozen foods, ice cream, instant snack and

dessert mixes, spices and a variety of accompaniments like

pickles and papads.

Our deep understanding of culinary expectations and needs

has resulted in many new and innovative products. Our

investments in infrastructure and technology ensure that we can

scale rapidly and bring these to market. Today, consumers across

the globe count on us to bring them all-natural, wholesome and

delicious food that is also convenient and no-fuss.

TOP N TOWN

23
http://www.mtrfoods.com/mealsolutions.htmhttp://www.mtrfoods.com/mealsolutions.htm


24/43

CANDIES

Raspberry Dolly

Mango Dolly

Zulu Bar

Classic Chocobar

24


25/43

Kacchi Keri

SMALL CUPS

Vanilla

Plain Pista

Royal Gulab

JUMBO CUPS

Butter Scotch

Chocolate Chips

Lonavali

Pina Chips

Almond Carnival

BIG CUPS

Vanilla

Cashew Treat

Cherry Berry

Butter Scotch

Pina Chips

Kaju Draksh

25


26/43

Kesar Pista

READY SUNDAES

Strawberry Sundae

Choco Sundae

Super Sundae

Chic Choc Sundae

Mango Sundae

SINGLE SUNDAE TUBS

Black Current

Caramel Crunch

Mocha Brownie Fudge

TOPO CONES

Ringo Bingo

Chic Choc

Butter Scotch

Chocolate

Raja Rani

NOVELTIES

Bon Bon

Bouncer Ball

Sandwich Ice Cream

26


27/43

Slice Cassata

Black Forest I/C Pastry

ROLL CUT

Malai Kulfi American Nuts

Dry Fruit Katri

Sun Moon Star

Fifty Fifty

PREMIUM TUBS

Fruit Salad Ice Cream

Rose Petal Sancha

Kulfi Nut

PARTY PACKS

Raja Rani (Roll)

Swiss Cake

Mocha Brownie Fudge

Pan Ice Cream

Pudding Ice Cream (Tub)

Kesar Malti

Kesar Ras Malai

Rich Coffee/Chocolate

Chocolate Chips

Raj Bhog

27


28/43

SUGAR FREE

BIG CUPS

Vanilla

BULK PACKS

Cashew Treat

Chocolate Chips

Raspberry Ripple

Pista Malai

Mocha Brownie Fudge Pan Ice Cream

Pina Chips

PARTY PACKS

Vanilla

Strawberry

Chocolate

Anjir

28


29/43

MARKETING STRATEGIES

Wholesalers and Jobbers

A wholesaler, or jobber, is a firm that typically buys goods from manufacturers

and resells them to retailers. A wholesaler stocks goods from many different

manufacturers in one or more warehouses and ships those goods as one combined

order under one invoice.

In highly competitive industries, such as those selling consumer products through

retailers, several wholesalers might stock identical merchandise, putting much

pressure on profit margins. As a result, wholesalers are unlikely to offer ancillary

services to you, such as advertising or sales solicitation and service unless you pay

for these services in addition to the basic wholesaling charges.

So, selling your product to a wholesaler doesn't necessarily mean your

merchandise will automatically end up on a store shelf. You and your sales force

and/or independent representatives will have to take on the responsibility of

creating order demand.

Wholesale, however, does have advantages. Retailers hesitate to buy direct from

new, small vendors and just feel safer purchasing from established wholesalers.

Even if you offer a very deep discount, retailers won't be anxious to buy from you

direct. They won't see any value in processing the paperwork associated with

establishing and doing business with a small account.

29


30/43

Distributors

Distributors usually serve a multipurpose role. They will perform in a mannersimilar to that of an independent representative in that they will solicit orders from

the retailer for your products. They also act as wholesalers in that they stock your

merchandise, too. Distributors may provide other services as well, such as

catalogue creation, trade advertising, and trade-show representation. Usually

distributors represent manufacturers on an exclusive basis only within their

territory. In many industries a distributor will also sell to wholesalers in addition to

retailers. In this case, the distributor is called a master distributor.

Because a distributor acts as your salesperson and often sells to both wholesalers

and retailers, it will require a deeper discount rate when purchasing your

merchandise than would be the rule with a wholesaler.

Most manufacturers don't use distributors. They prefer to sell direct to wholesalers,

retailers, consumers, or some combination of all three. However, a good

distributor can be an excellent way for a small firm to instantly establish

credibility and a presence within either their industry's domestic or foreign

marketplaces.

Importers

The term importer means different things to different people. Often it is used to

describe a firm that serves as an exclusive distributor to an overseas territory and

provides sales solicitation, warehousing, and invoicing services.

30


31/43

Sometimes it refers to a firm that arranges to buy merchandise from a foreignmanufacturer and resells the merchandise to one or more distributors who then

handle the domestic sales functions. Typically, the importer will arrange to have

the merchandise cleared through customs, and may also arrange for shipment from

the country of origin.

31


32/43

ABOUT COMPETITOR

Marketing research is the collection and interpretation of data that help the

marketing management to get the products more efficiently in to the hands of

the consumers.

AMERICAN MARKETING ASSOCIATION DEFINES

Marketing research as systematic collection, recording, analysis, interpretation

and reporting of information about existing or potential markets marketing

strategies and tactics etc.Marketing research and market research should not be

confused. Market research is one of the market it self that is its size no. of

competitor active in it and their market share.

Market research can be used for estimating the market share but in reality there

may have to be eliminated because of certain factors. Market research is very

much significant in determining the market potential. One of the method used

by business marketers in determining the market potential is build up method.

In this method the first step is identify all the potential buyers in each market

and then to estimate their potential purchase. In the research undertaken the

potential buyers of DINSHAWS ICE-CREAM are various shopkeeper market

research has played an important role.

Thus marketing research can help the manufacturer and dealer in deciding his

potential market in the context of size of market any manufacturer or dealer

seeking a new market would be interested in getting this information because

this will help to decide whether or not it will be profitable to enter the market.

In this way research plays an important role firstly find out market share & how

to the increase the market share.

32


33/43

To analyze the primary data and then decide strategy for increase the market

share.

any manufacturer or dealer seeking a new market would be interested in getting

this information because this will help to decide whether or not it will be

profitable to enter the market.

In this way research plays an important role firstly find out market share & how

to the increase the market share. To analyze the primary data and then decide

strategy for increase the market share.

33


34/43

DATA ANALYSIS AND INTERPRETATION

We have categorized schools in three segments

which are as following:

Government schools

Private schools

According to my survey I have following findings

ANALYSIS1. How many different school categories in Indore?

Interpretation:

According to my survey in my project coverage there are

two categories of schools Eg. government & private schools.

In that categories there are 35% of the total schools are

government & rest 65% are private schools.

2). How many schools having canteen?

34


35/43

Interpretation: Out of the total number of schools surveyed 78% are

not having canteen and 22% are having the canteen

within the school campus.

35


36/43

2. In those canteens how many use AMULproduct?

Interpretation: out of those 22 % of schools, which are having canteen, only

20% of the canteens are having AMUL products , rest are

not maintaining the range of AMUL products.

36


37/43

3. Availability of AMUL product near byschools?

Interpretation:This graph is giving the information about the availability of AMUL products at

the near by shops , This shows:1) AMUL products are available at the 67% of the shops rest

are not keeping AMUL products in their shop.

37


38/43

4. AMUL vs. other brands products usage in schools andnear by area?

38


39/43

Interpretation:This graph is giving the information about the usages of AMUL products at the

near by shops , This shows:1) AMUL products are used in only 37% of the schools and by

the people near by schools. So that it can be interpreted

that other brands are having a strong market share in

comparison with AMUL.

SUGGESTION

Prizes of Indian ice cream should be reduc.

Innovation should also be brought in the ice cream of India and China.

Marketing strategies should be made with the consideration of lower

class

Indian Should adopted more technical ice cream in their range.

China should increase size of the ice cream with more durability.

39


40/43

SUGGESTIONS & CONCLUSION

REPRESENTATIVES

o Visit at each and every retail shop.

o Regular visits every week should be there.

RESEARCH/ SURVEY

o More emphasis on research and survey

o Better understanding of market demand

o More emphasis on product diversification

PROMOTIONAL ACTIVITIES

Promotional activities for sale should be increased.

Promotional activities like posters, dangler, and hoardings should

be enhanced.

40


41/43

T.V. advertisements should be increased.

Local newspaper advertisement should be there i.e. advertisement in Dainik

Bhaskar, Nai Duniya, etc.

SERVICES

o Damaged product should be taken care of efficiently and seriously.

o Machine & Refrigerator must be provided to the retailers.

CONCLUSION

The Indian ice cream factory is growing at an average rate of 20%and is now convinced with

the fact that it needs to investin:-

Technology,

Marketing,

Safety aspects,

Tooling and brand building, if they want to grow further.

European quality at Chinese cost is the formula forgrowth.

Prizes of China ice cream should be lower down. Innovation should also

be brought in the ice cream of India and China. China should increase size

of the ice cream with more durability.

41


42/43

BIBLIOGRAPHY

Books:-

o Kotler Philip Marketing Management prentice Hall of India Pvt.

Ltd. New Delhi,1999

o Kothari, CR Research Methodology vishwa publication, New

Delhi, 2001.

Websites:-

o www.yellowpages.webindia123.com

o www.geetanjaligroup.com

o www.geetanjalijewelers.in.com

42
http://www.yellowpages.webindia123.com/http://www.geetanjaligroup.com/http://www.geetanjalijewelers.in.com/http://www.yellowpages.webindia123.com/http://www.geetanjaligroup.com/http://www.geetanjalijewelers.in.com/


43/43

o www.smpsahd.com/smps3d/geetanjali.htm

o www.wikipedia.com
http://www.smpsahd.com/smps3d/geetanjali.htmhttp://www.smpsahd.com/smps3d/geetanjali.htmhttp://www.smpsahd.com/smps3d/geetanjali.htmhttp://www.wikipedia.com/http://www.smpsahd.com/smps3d/geetanjali.htmhttp://www.wikipedia.com/

Documents

Project- Ice Cream Final