ARVIND KUMAR02.doc

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A COMPARTIVE STUDY

OF MARKET SHARE OF ICE-CREEM PRODUCT

SUMMITTED TOWARDS THE PARTIAL FULFILLMENT

OF

MASTER OF BUSINESS ADMINISTRATION

(SUBMITTED TO UPTU, NOIDA) A

RESEARCH REPORT

2013-2015

SUBMITTED TO: SUBMITTED BY:

Mr. AMIT AGARWAL

ARVIND KUMAR

(Faculty ! Ma"a#$%$"t& MBA 'I t S$%)

Rll ") 13*0+,0011

P SCHOO. OF BUSI/ESS

MEERUT

(AFFI.IATED TO UPTU /OIDA&

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ANOWLEDGEMENT

It is my pleasant duty to offer my service acknowledgement to those

honorable personalities of the department who have been a constant

source of help and encouragement in carrying out this project.

First of all I wish to express my intentness to Mr. Amit Agarwal,

Faculty, MBA JP School of Business, Meerut for her valuable

suggestions and guidance throughout the research project.

I would like to express my sincere thanks and gratitude to Vadilal

industry Ltd. for accepting me as a summer trainee and give the all

possible help and facilities to their concern.

At last I feel extremely grateful to all those persons who helped me

directly or indirectly in doing the survey generating demand and

preparing the report.

ARVIND KUMAR

ROLL NO. 136!"11

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#RE$A%E

I have to undergo for the training program in the summer after

completing the first year. !he attractive feature of the ".#.A. course

is that along with theory we also get to have the exposure of the

practical environment.

!he research report is based on $A &'m(arati)e *tu+ '- maret

/0are '- I&e %ream #r'+u&t.

!he %esearch report revolves around the Vadilal Ice cream tried to

explore the various aspects of Ice cream. !he certain objectives were

predefined and the task was to accomplish them. !his report also

provides the survey analysis about the nature of retailer prescription

and the key factors over which a company should have a strong holdto survive with a long&term view.

!he study was confined geographically to I'(IA. !he data source

was collected from the regular visits of retailer)s.

A special task was also assigned to me to analy*e the market

opportunities in different regions of +ha*iabad. It under that different

counter has been visited. A set of ,uestionnaire was prepared -

scrutini*ed before going for market analysis.

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!he whole process during the entire training program is well planned

and the data was initially collected about the reputed %etailer)s and

the respective executives of concerned areas. !he task was divided

into small goals which to be accomplished on the daily basis.

Finally it was a great experience at the corporate level being

interacted with different reputed personalities and it makes practically

aware about the strategies development process and their break up

in goals and defining policies to achieve them and handle different

difficult situations.

ARVIND KUMAR

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/TUDENT DE%LARATION

I am ARVIND KUMAR student "#A IVth em. here by declared that

the research report entitled 2&'m(arati)e *tu+ etwee4 )a+ilal

a4+ 't0er i&e &ream &'m(a4 is completed and submitted under

the guidance of Mr. AMIT AGARWAL is my original work.

!he imperial finding in this report is based on the data collected by

me. I have not submitted this research report to /.0. !echnical

/niversity Lucknow or any other /niversity for the purpose of

compliance of any re,uirement of any examination or degree.

#LA%E5 ARVIND KUMAR

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%ONTENT/

1. INTRODU%TION %OM#AN #RO$ILE

7a8 9I/TOR O$ %OM#AN.

78 #RODU%T #RO$ILE.

7&8 %OM#ETITOR/ #RO$ILE.

:. O;. DATA ANAL/I/.

6. $INDING.

?. RE%OMMENDATION.

!. LIMITATION

!. ANNE@URE/.

UE/TIONNAIRE/.

1. ;I;LIOGRA#9.

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%OM#AN #RO$ILE

• 9i*t'r '- %'m(a4

• %'m(a4 /trateg

• #r'+u&t #r'-ile

• %'m(etit'r A4al*i*

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9I/TOR O$ %OM#AN

Vadilal the name conjures up images of ice cream laden bowls and a

plethora of new flavors. tarting from one man show with a hand

cranked machine in 1234 as a small retail outlet Vadilal group had its

humble beginning more than 25 years ago when its founders started

manufacturing Ice&cream with a hand cranked machine the ice cream

division now has a production capacity of 1 lac ltrs6day at 7

sophisticated plants located at Ahmedabad 0undhra and #areilly.

!hese I8 2993 certified plants for 0undhra and #areilly are

established in such a way that they are in consonance with the

market expansion strategies of the division.

Vadilal has one of the largest cold chain networks in India comprising

of 13 :-F agents 359 distributors and 15999 retailers. !he network

is kept alive by a large fleet of refrigerated vehicles. %efrigeration

e,uipment and retail free*ers are sourced from world leaders in the

technology so as to deliver ,uality products to the consumers which

is a commitment at Vadilal.

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Vadilal has 35; of the Indian ice cream market as its share. #ut

thatflavour of the month> under which the

company develops and markets one new flavour every month for its

customers delight.

Vadilal ice&cream is set to go global. India


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%OM#AN /TRATEG

NEW LAUN%9E/

• %ecently the group has launched Fresh Fruit Ice&cream with

ripples under the Fantasy range vi*. Fresh 8range Fantasy

Fresh "ango Fantasy Fresh trawberry Fantasy and Fresh

#lack :urrant Fantasy.

• !hree new =oolfi


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• 1B1 #art #a& /&0eme5 et another #umper offer was the

scheme of 8ne Litre Vanilla 0arty 0ack Free on purchase 8ne

Litre =aju (raksh 0ack.

#O/T LAUN%9 /TRATEG DETAIL.

!he company persisted with functional appeal in its ads throughout

12B3.

At the height of sales during growth period the company extends to

the emotional platform C C$la)'ur '- t0e m'4t0>D. under which the

company develops and markets one new flavour every month for its

customers delight.

I. #ut this was more to do with product ,uality than promotion

failure. !he company systematically oriented the marketing

mix elements especially product ,uality to arrest the

declining.

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II. !he price of the existing product which started becoming

popular to the customer suddenly became high. !his also

affected a lot the market.

#O/ITIONING /TRATEG

It hasn)t stick to its original tagline of C$la)'ur '- t0e m'4t0D

throughout the life cycle while at the same time incrementally other

brands remains with their tang line.

#0a*e I C the original tagline was supplemented with C$la)'ur '- t0e

m'4t0. It

howed how Vadilal could make a family including a husband wife

and kids mother&in&law and the family friend a romantic dream

se,uence highlighting the taste factor..

#0a*e II& !he new media blit* was a feature of specific campaign on

the promotion of the newly launched product. #ut the price of party

pack is too much higher than the popular brands available in the

market.

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MARKETING /TRATEG

#0a*e I competing on price differential at %s. 5 to %s. 135 for a

family. It was only segment to make the customer happy by paying so

little amount for a :haco #ar.

#0a*e II 'ow the company has started giving promotional scheme

to dealer as well as to the customer. !he highly priced E%s.33 Gcone)

is now available at a lower price E%s.79 in a twin pack.

#0a*e III& #ut the promotional scheme came at late session of the

main pick season. 'ow the competitors also started giving more

attractive promotional scheme to the consumer as well as to the

dealer. For example C "other (airy is giving an extra ,uantity of 599

ml ice cream is just ten rupees.

#0a*e IV C (iscount to dealers is also lower the other brands. o the

dealers are also less interested to associate with the Vadilal.

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#RODU%T #RO$ILE

#ART #A%K/

%ich :hocolate

:hocolate :hips

Alphonso "ango

@ild trawberry

!utor Fruity

%eal "ango

Fresh trawberry

Fruit #onan*a

0ina :hink

=aju (raksh

#utter cotch

:hashmeshahi

$AMIL #A%K/

:hocolate :hips

Alphonso "ango

%eal "ango

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Fresh trawberry

#utter cotch

%eal =esar 0ista

%ajbhog

nowy

ummy =esar 0ista

ummy "ango "unch

%ONE/

0ineapple (elight

:hocolate (rip

ummy #utter cotch

:hashmeshahi

0rime =esar 0ista

Almond =ulfi :one

NOVELTIE/

Heart !hrob

"ini andwich

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ajan ajani %oll :utJ

?asy undae

:assatta lice

:assatta :utJ

Vanila "agic

trawberry "agic

"ango "agic

%ANDIE/

"ango Kuicy

Kuicee 8range

=aju :andy

Litchee (olly

8range (olly

%aspberry (olly

"ango (olly

8ne&up :hocobar

'utty :hocobar

:hocolate :hocobar

oft pot :hocolateJ

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#est :hocobar

"ango !ango (olly

Fun #hari %aspberry

#omber

%U#/

:hocolate :hips

!uti Fruity

%eal "ango

%ainbow

Fruit #onan*a

=aju (raksh

#utter cootch

Kafrani #adam 0ista

Alphonso "ango

@ild trawberrey

0inapple

Litchee

itafal

=ool +ulab

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Fresh trawberry

Fruit #onan*a

=aju (raksh

#utter cotch

:hashmeshahi

:ashew #reak

=ewra

%eal =esar 0ista

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%OM#ETITOR/ ANAL/I/

!he %s.535 C :rore Indian Ice cream market with a sale of B9.B

million liters per annum in the organi*ed sector has reasons to put the

turf war in (elhi under the microscope. Amul with a 3.M5 percent

share of the all&India market at 39 million liters and "other (airy with

17941 percent market share at 11 million liters may not be an even

match elsewhere

However competition between the two could not have got any closer

in (elhi. Here it is 7B; of Amul)s volumes that is pitted against 74;

of "other (airy)s Cboth fetching up at . million liters each. @ith

HLL)s kwality @alls 3.B million liters sales and 17.2B percent market

shareJ having virtually opted out of (elhi. Vadilal a new entrant in the

market with its first season on is pitted against heavyweights but the

going has been good for the company it has been able to capture top

slots in the market with 31; of dealer share it could not had asked for

better it is no wonder that amul "other)s dairy - cram&bell are

engaged in slugfest in the state.

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'aturally neither of brands has reduced prices but the freebies have

been coming thick and fast taking a leaf out of the goodies on offer

from the branded apparel sector and footwear to a name a few items

most of the flavors are now available in Gtwos). 8ne would now get

two units of ,uite a few flavors for the price of one in effect cutting

the price by half. !hus "other (airy has offered Gone plus one) in the

liter version of mango butterscotch and =aju =ishmish while offering

59; extra on pineapple choc chops butter scotch and fruit bonan*a.

According to product manager "other (airy the freebies have

ensured that the monsoon months will not be bad after all.

@ith secondary competitors from the branded players segment

undertaking mega retail prices. #randed ice cream players will start

witnessing consumer lapse if they are unable to consolidate their

presence.

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Vadilal launch in the (elhi market this summer have made the market

sit up on its toes and served as a major blow to the market #I++I?

Amul "other (airy HLL)s Ice cream they plan to make a dent into

the ice cream market by aggressive pricing strategy. In fact biggies

have already been facing heat from the Vadilal though still a new kid

on the bloc.

?ven as the %s. B9&croce Vadilal Industries Ltd VILJ sets out to

consolidate the operation of the flagship ice cream division the

Ahmedabad based company is taking its cool on the making fresh

investments in regions beyond its stronghold. !his comes at a time

when the ice&cream market is seeking heightened activity at national

and regional levels with the onset of summer. (eep pocket

companies such as Hindustan Lever Ltd are batting it out in the ice

cream market with dairy&majors such as the +ujarat :o&operative

"ilk "arketing Federation better know for its brand AmulJ and

"other (airy. Food "': 'estle is reported to have spread its wings

and waiting for a takeoff.

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Amul)s decision to enter the highly competitive (elhi market came

shortly after rival HLL)s decision to focus on seven metro cities only.

Industry sources said that after Amul launches in (elhi&which

accounts for about 39; of the 49 million tones organi*ed ice cream

market it has fragmented the market further. Amul feels its share in

the ice cream market nationwide estimated at 1B million tones vis&N&

vis =wality @all)s 33 million tones could have been more but for an

arrangement with (elhi C based cooperative "other (airy under

which it doesn)t sell in (elhi "other (airy reciprocates by selling in

Amul)s areas.

Vadilal has priced its ice cream at %s.25 for a 3999 ml Vanilla #rick

Amul charges %s. 45 for a 1359 ml Vanilla #rick which is what

=wality @alls and "other (airy are charging for a similar pack of M59

ml and 1399 ml respectively. imilarly it is selling a 199ml vanilla

cup for %s.19 which is the same as "other (airy and Amul where as

=wality @alls is charging the same for the B9ml cup.

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ame with cones tough Amul is the lone warrior which is offering

butterscotch for dirt&cheap at %s.13 Vadilal is also offering the same

for %s. 15 while the other brands are charging %s. 1B&%s. 33 for their

cones. For those of you who want to eat ice cream and still ensure

that you don)t add those extra kilos on your waist here is a scoop.

For the first time ever Vadilal has decided to launch fat&free and

sugar free ice creams thereby creating an entirely new segment. it is

also good news for health freaks diabetics.

Also in term of leveraging the brand through ice cream parlors and

vending machines the study points out the need to communicate the

propositions through neon posters and vinyl signage especially at

specific consumer eating spots. It is believed that some of the players

may use such communication exercises outside the parlors. #ut the

need is to strategically evaluate consumer congregation points.

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MARKET RE/EAR%9

• Re*ear&0 met0'+'l'g.

• Re*ear&0 De*ig4.

• Maret Area.

• /am(li4g +e*ig4.

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RE/EAR%9 MET9ODOLOG

%esearch "ethodology is a systematic way which consists of series

of actions or steps necessary to effectively carry out research and the

desired se,uencing of these steps. !he marketing research is a

process of involves a number of inter&related activities which overlap

and do rigidly follow a particular se,uence. It consists of the following

steps

1. Formulating the objective of the study

3. (esigning the methods of data collection

7. electing the sample plan

. :ollecting the data

5. 0rocessing and analy*ing the data

4. %eporting the findings

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Samp! D!"#$%

Da&a '!%

Da&a a%a*"#"

R!p+%$ F#%-#%$"

R!"!a+. D!"#$%

O/!! S&-*


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RE/EAR%9 DE/IGN

%esearch (esign specifies the methods and procedures for

conducting a particular study. A %esearch (esign is the arrangement

of conditions for collection and analysis of the data in a manner that

aims to combine relevance to the research purpose with economy in

procedure. %esearch (esign is broadly classified into three types as

• ?xploratory %esearch (esign

• (escriptive %esearch (esign

• Hypothesis testing %esearch (esign

8n the basis of the objective of study the studies which are

concerned with describing the character tics of a particular individual

or of a group of individual under study comes under (escriptive

%esearch (esign.

De*&ri(ti)e Re*ear&0 De*ig4O In this research design the objective

of study is clearly defined and has accurate method of measurement

with a clear cut definition of population which is to be studied.

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$'rmulati4g t0e re*ear&0 (r'lem

!wo steps are involved in formulating the research problemO

• /nderstanding the problem

• %ephrasing the problem into meaningful terms from an

analytical point of view.

!he training sessions are conducted in the beginning of training in

order to make us clear about the task provided and how to handle the

different situations.

#RE#ARING T9E RE/EAR%9 DE/IGN

!he research design is developed to collect the relevant information

with minimum of efforts time and money.

• Mareti4g Re*ear&0 OFe&ti)e*5

!o undertake a prior market study before doing

owns research.

!o make an analysis on the basis of the results.

• T(e '- /tu+5 (escriptive.

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• Re*ear&0 Area5 +ha*iabad.

• /'ur&e '- I4-'rmati'45 0rimary (ata.

• Data %'lle&ti'4 I4*trume4t5 Puestionnaires

• Re*ear&0 A((r'a&05 urvey "ethod.

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T9E MARKET #LA%E

!he %s. 535 :rore organi*ation Ice cream market today has a

numbers of the homegrown brands like cream&bell Amul "ilk Food

and "other (airy who have grabbed large share of ice cream pie in

their respective regions. "ilk food is planning to open 79 of 35)

parlous in the all India. HLL kwality walls a market leader in

yesteryears is already not to sure how to gain back its lost ground

and cut down its losses there are many more who are seeking entry

to take and an early positioning in the market that is expected to grow

faster than any other milk products.

"anaging branded coffee cafQs chains may not be as difficult as

managing chain of ice cream parlous as supply chain mechanism in

case of ice cream is rather complex but nevertheless increasing

supplies of milk in pushing companies to develop the market for milk

products. Ice cream business in India estimated at %s.1399 :rore till

very recently was drive by pushcarts selling Hindustan Lever)s

=wality @alls or the local brands. Ice cream parlors were few like in n

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/AM#LING DE/IGN

A ample (esign is a definite plan for obtaining a sample from a

given population. It refers t the techni,ue r the procedure adopted in

selecting items for the sample. !he main constitution of the sampling

design is as below&

1. ampling /nit

3. ample i*e

7. ampling 0rocedure

/AM#LING UNIT

A sampling framework i.e. developed for the target population that will

be sampled i.e. who is to be surveyed.

• %etailers

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/AM#LE /IE

It is the substantial portion of the target population that are sampled

to achieve reliable results.

199 &&&&&&& %?08'(?'! %?!AIL?%J

/AM#LING #RO%EDURE

!he procedure to choose the respondents to obtain a representative

sample a non&probability sampling techni,ue is applied for the target

C market.

N'4#r'ailit /am(li4g

It is a purposive sampling which deliberately chooses the particular

units of the universe for constituting a sample on the basis that the

small mass that they so select out of a huge one will be typical or

representative of the whole.

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DATA %OLLE%TION

• #rimar Data.

• /e&'4+ar Data.

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DATA %OLLE%TION

!he data collection process is the predefined task that I have to

undergo. !he data collection process starts right from the first day till

the final day on the field. (uring the whole period a list of different

retailers scattered around whole of the +ha*iabad gets visited on the

regular basis. !he main task is to analy*e the market potential study

of the market share of the company and analy*ing the competitor)s

strategies.

!he survey process is not complete without consulting the %etailers.

!he distributors are the key nodes that make the chain moving

effectively. o the response made by them is also an essential

criterion to involve and reaching for certain decisions.

!here are several ways of collecting appropriate data that differ

considerably in the context of money costs time and other resources

at the disposal of the researcher. !he tools used for data collection

are asO

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#RIMAR DATA

!he primary data are those data which are collected afresh and for

the first time. And happen to be original in character. !he primary

data to be collected for the study are&

• ue*ti'44aire H A set of ,uestionnaire is prepared for

the cause of collecting different information related to the

pre&determined objectives. !he ,uestionnaire prepared is

in two forms - targeted towards the doctors and chemists

differently. !he format of ,uestionnaire is *tru&ture+.

/E%ONDAR DATA

econdary data means data that are already available i.e. they refer

the data which have already been collected and analy*ed by

someone else. @hen the researcher utili*es secondary data then he

has to look into various sources from where he can obtain them I'

this case he is certainly not confronted with the problems that are

usually associated with the collection of original data. econdary data

may either be published data or unpublished data. /sually published

data are available inO

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• Various publications of the central state and local governmentsS

•Various publications of foreign government or of international

bodies and their subsidiary organi*ationS

• !echnical and trade journalsO

• #ooks maga*ines and newspapersS

• %eports and publications of various associations connected

with business and industry banks stock exchanges etc.S

• %eports prepared by research scholars universities

economists etc. In different fields and

• 0ublic records and statistics historical documents and other

sources of published information. !he sources of unpublished

data are manyS they may be found in diaries letters

unpublished biographies and autobiographies and also may be

available with scholars and research workers trade

associations labor bureaus and other public6private individuals

and organi*ations.

!he data collected from the various efforts and sources are presented

in tabular form and as shown distinctively from the next page.

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N'. '- Dealer* %')ere+

TA;LE NO.1

/OUR%E5 #RIMAR /OUR%E

/AM#LE /IE1

Area '- /ur)e N'. O- Re*('4+e4t #er&e4tage

%aj 'agar 75 75

Lohia 'agar 17 17

hasti 'agar 33 33

+andhi 'agar 19 19Vijay 'agar 39 39

T'tal 199 199

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AVAILA;ILIT O$ ;RAND/

TA;LE NO.:


/AM#LE /IE1

;ra4 N' '- Re*('4+e4t #er&e4tage

Amul 77 77

"other (airy 35 35

Vadila 33 33

:ream #ell 39 39

!otal 199 199

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MO/T $LAVOUR LIKED ; %ON/UMER

TA;LE NO.3


/AM#LE /IE1

;ra4+ N' '- Re*('4+e4t #er&e4tage

:andy 9 9

:ones 35 35'ovelties 39 39

=ulfi 15 15

!otal 199 199

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;E/T #ROMOTION ; I%E %REAM %OM#AN

TA;LE NO.=


/AM#LE /IE1

#r'm'ti'4 N' '- Re*('4+e4t #er&e4tage

Free +ift 1B 1B

High "argin 7M 7M

Attractive 0acking 39 39

Low 0rice 35 35!otal 199 199

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/ATI/$IED WIT9 ;RAND #A%K

TA;LE NO.>


/AM#LE /IE1

;ra4+ #a& N' '- Re*('4+e4t #er&e4tage

#ulk 0ack 35 35

Family 0ack 57 57

0arty 0ack 33 33

!otal 199 199

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VI/IT DELIVERMAN I/ REGULAR

TA;LE NO.6


/AM#LE /IE1

;ra4+ N' '- Re*('4+e4t #er&e4tage

(epending on the

cheme

92 92

Fixed interval 4 48n demands 71 71

Any time visit 39 39

!otal 199 199

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;E/T DI/TRI;UTION %9ANNEL

TA;LE NO."


/AM#LE /IE1

;ra4+ N'. '- Re*('4+e4t #er&e4tage

Amul M M

"other (airy 1M 1M

:ream #ell 15 15

Vadilal 31 31T'tal 1 1

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MODE O$ ORDER

TA;LE NO.?


/AM#LE /IE1

M'+e N'. '- Re*('4+e4t #er&e4tage

!elephone 52 52

Fax 11 11

aleman 79 79

!otal 199 199

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/UGGE/TION/ GIVEN ; RETAILER/

TA;LE NO.!


/AM#LE /IE1

/ugge*ti'4*N'. '-

Re*('4+e4t#er&e4tage

0rice %eduction 3 3

Increase Advertisement pent 3 3

!aste Improvement 1 1

(istribution Improvement 39 39

T'tal 1 1

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DATA ANALYSIS

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DATA ANAL/I/

After data have been collected researcher turns to the task of analysis them. !he

analysis of the task of closely related option such as establishment of categories

the application of these calories to raw data through coding tabulation and then

drawing.

tatistical inferences

1J :oding

3J ?diting

7J !abulation

:oding operation is usually done at this stage through which the categories

of data was transfer into symbols that may be tabulated add counted

?diting was the procedure that improves the ,uality of data for coding with the

stage was ready for tabulation

!abulation was a part of the technical procedure where in the classified data

are put in the form of tables.

.

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N'. '- Dealer* %')ere+

TA;LE NO.1

#RIMAR /OUR%E /AM#LE /IE1">

A)ailailit '- ;ra4+*TA;LE NO.:


Area '- /ur)e N'. O- Re*('4+e4t #er&e4tage

Lajpat 'agar 9 33

'ehru 0lace 59 32

=alkaji 79 1M

#ader0ur 35 15

outh ?x 79 1MT'tal 1"> 1

;ra4+N'. '-


Amul 44 7B

"other (airy 31 13

:ream #ell 79 1M

=wality @alls M 3M

Vadilal 11 4

T'tal 1"> 1

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#r'm'ti'4 I&e %ream %'m(a4

TA;LE NO.3

#RIMAR /OUR%E

/AM#LE /IE1">

uggestions given #y %etailers

TA;LE NO.=


GRA#9.1

;ra4+ N'. '- Re*('4+e4t #er&e4tage

Amul 5 71

"other (airy 71 1M

:ream #ell 7 39=wality @alls 7B 33

Vadilal 1B 19

T'tal 1"> 1

/ugge*ti'4*N'. '-


0rice %eduction 3B 14

Increase Advertisement pent 41 75

!aste Improvement 1 B

(istribution Improvement 7B 33

Availability of Free*ers 7 12T'tal 1"> 1

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3332

1M15

1M

9

5

19

15

39

3579

75

L a j p a

t ' a g a

r

' e h r

u 0 l a c

e

= a l k a j i

# a d e r 0 u

r

. o u t h

? x e

0ercentage

N'.'- Dealer* %')er+

1 33; of the retailers are covered from the area Lajpat 'agar.

3 32; of the retailers are covered from the area 'ehru 0lace.

7 1M; of the retailers are covered from the area =alkaji.

15; of the retailers are covered from the area #adarpur.

5 1M; of the retailers are covered from the area outhex.

;ra4+ N'. '- re*('4+e4t #er&e4tage Amul 43 75

"other (airy 31 13

:ream #ell 3B 14

=wality @alls 5 71

Vadilal 19 4

T'tal 1"> 1

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56/80

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GRA#9.3

Ta*te '- ei*ti4g ;ra4+

71

1M39

33

19

9

5

19

15

39

35

79

75

Amul "other

(airy

:ream

#ell

=wality

@alls

Vadilal

percentage

1 Amul has liking of 71; among the consumers.

3 "other (airy has liking of 1M; among the consumers.

7 :ream #ell has liking of 39; among the consumers.

=wality @alls has liking of 33; among the consumers.

5 Vadilal has liking of 19; among the consumers.

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GRA#9.=

;e*t Di*triuti'4 &0a44el

74

1B33

1M

M

919

39

79

9

Amul "other

(airy

:ream

#ell

=wality

@alls

Vadilal

percentage

1 74; retailer preferred the distribution channel of Amul

3 1B; retailer preferred the distribution channel of "other (airy

7 33; retailer preferred the distribution channel of =wality @alls

1M; retailer preferred the distribution channel of Vadilal

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GRA#9.>

#r'm'ti'4 I&e %ream %'m(a4

75

13

14

71

4

9

5

19

15

39

35

79

75

9

Amul "other

(airy

:ream

#ell

=wality

@alls

Vadilal

percentage

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1 0romotion strategies of Amul are liked by 75; of retailer.

3 0romotion strategies of "other (iary are liked by 13; of retailer.

7 0romotion strategies of :ream #ell are liked by 14; of retailer.

0romotion strategies of =wality @alls are liked by 71; of retailer.

5 0romotion strategies of Vadilal are liked by 4; of retailer.

GRA#9.6

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• 12; of retailer suggested for Availability of Free*ers.

• 14; of retailer suggested for 0rice %eduction.

• 33; of retailer suggested for (istribution Improvement.

• B; of retailer suggested for an improvement in taste.

• 75; of retailer suggested for increase in Advertisement.

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FINDING

&

RECOMMENDATIONS

$INDING

As regards outlet exclusivity I found that the major manufacturers Vadilal and

=wality @allsJ have entered into agreement with some retailer to stock only their

respective products which has also adversely affected competition between

manufacturers and between the distributors.

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Here is some of the finding that I came across as I surveyed the market.

1. An average (elhi retailer is notorious and really very smart he is hard to keep

and the company has to make extra efforts to keep him loyal and this is not

just with Amul it is the same with every other Ice cream company.

3. !he power outage was serious problem even in (elhi the sub urban areas

like (evi (akshipuri and the urban area like Hau*=has were having serious

power outage which was again one reason why retailers were so afraid of

stocking up ice cream.

7. !he free*ers were hapha*ardly arranged i.e. the dealers were storing almost

every thing that needed free*ing or cold into the free*ers from the peas to

. (istilled water besides there were free*ers where the different brands of ice

cream were stocked simultaneously.

5. !he Ice cream market is very cost effective i.e. you need to be good and

cheap at the same time to make your product sell well.

4. !he Ice cream business re,uires that the distribution network be e,ually good

besides there should be proper and timely delivery and also replacements

should be timely done otherwise chances are that the retailers would shy

away from that particular brand. !he lone reason why :ream #ell was able to

stock its Ice creams in Amul)s free*ers was because we provided

replacement and they didn)t.

M. It)s easier to find new retailer only when the company supports its retailer

force i.e. the retailer should be give some rebate when it comes to buying

free*ers besides the company should always encourage dealer to buy the

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free*ers of at least 99 Lts because in future the retailer can easily up his

orders if demands are high.

B. !he company has a very right policy of promoting itself hard at the places

where the youth actually hang out. !he company I found got the menus

printed of "isthan afe in K block market in aket near 0V% aket where

young people actually hang out this may promote company well and get it

long time loyalty from customers.

RE%OMMENDATION/

1. In considering the measures needed to remedy the adverse effects identified

our objective has bee to establish a framework I which competition would be

effective with as little ongoing regulation as possible.

3. 8n free*er exclusivity I recommend that other Ice cream brands should be

restricted from entering into any agreement or arrangement for capacity I any

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free*er I any retailer outlet used to stock wrapped impulse ice cream. !he

company should make sure that it doesn)t end up fighting with other

companies for the remaining free*er space so the company should make

sure that whichever market it enters it should sanction enough money to fix

free*ers at least the shops where the demand is good.

7. 8n outlet exclusivity I recommend that the company make sure that the

retailer it invests on especially where the company gets the pamphlets

printed and also invests on the outlets fixing up big signboards and also other

accessories like tables and chairs etc. in that case the company should

demand total loyalty and also fix up certain target for that shop so that if the

target is met the company further reward the retailer with further discounts or

margins.

. 8n distribution we consider remedies that would regulate the supply by Amul

to independent wholesalers C such as specifying the minimum order range

besides the distribution should also be perked up i.e. the availability should

be such that shortages ever occur besides care must be taken that delivery

be ,uick and that the ice cream is not loose or melted.

5. As far as the billings are concerned the company must take proper care that

billings be done accordingly and any hassles that arise must be addressed

,uickly care should be taken to bill properly because wrong billings ca take

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away the credibility of the company.

4. :ompany has been right in addressing the top shops in town by keeping

free*ers and giving other support to bigger retailers these retailer are with I

reach of the upwardly mobile yuppie class but the company should also

address to the dealers that don)t form the company)s top agenda because if

the company fails to do the same though it may earn its bread and butter but

won)t be able to earn necessary brad recognition that might help up the

company cater to greater amount of taste buds that should be company)s

brand policy.

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M. :ompany though has reached its tentacles into the Institutes like 'IF! but

there are many like that in (elhi and the company should try reaching the

canteens of Institutes like II! (elhi. !hey might not bring the staple for the

company but do enough to create a long term demand besides may even

help to generate recognition and even human resources.

B. /rgent action should be taken to the above recommendations to help stall

competition and to also help the company to stand itself in the market

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.IMITATIO/S

Ma+!%$ +!"!a+. "!+" +m "!!+a #m#&a%" A a+$! %m/!+

p+/!m" .#. a+! a"!- /* #%a%#a %"&+a#%&", #%"##!%& "amp! "#!,

a%- a p!+"%a %&a& !& ma+!%$ +!"!a+. %* .!p" ma%a$!+" #%

-!#"#% ma#%$ p+!"" I& p+#-!" -a&a a%- #%+ma% & &.! ma%a$!+"

/& #& a% %& /! a "/"&&! + ma+!%$

.%tat" ! Su$y:

• I% &.#" #%-"&+*, #& #" !+* -##& & #%- &.! !a& #$+!" a" &.!

%"mp% #" !+*

• T.!+! #" %& a pa+a+ &+!%- !- #% &.#" #%-"&+* & p+m&!

"a!" A%" a+! &a!% a+-#%$ & &.! "#&a%" a%- &.! "#&a%

.a%$!" !+* a"& #% &.#" #%-"&+*

• Sa!" p+#! a+* +m +!&a#!+ & +!&a#!+, a" &.! "& p+#! #" -#!+!%&

+ -#!+!%& +!&a#!+" -! & ".!m!" $#!%

• T.! %m/!+ ".p" #" !+* a+$! #% %m/!+ a%- #& #" !+* -##& &

!+ a &.!m

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72/80

CO/C.USIO/

I! #%-"&+* #" !+* mp!! #%-"&+* a%- -m#%a%! a-#a

ma!" #& &$.!+ + &.!+ /+a%-" & !"&a/#". #% &.#" #!- S #% +-!+ &

mp!&! #% &.#" ma+!& !!+*&.#%$ ".- /! p!+!& #&. ma#% " %

-#"&+#/% T.! -#"&+#/% m"& /! p+p!+ a%- +!&a#!+" m"& /! &.! ma#%

!%&!+ " T.!* a+! &.! p!p! . a% ma! -#!+!%!

Am a-!+"!m!%& #" m#%$ % T a%- FM Ra-# #% D!.# a" S

&.!+! #" a p""#/##&* &.a& "a!" # #%+!a"! a" m+! a%- m+! p!p! m!

& % a/& Am #!+!am A-!+"!m!%& a% /+#%$ &.! "&m!+" &

&.! ".p" /& a&!+ &.a& &.! +!&a#!+ #" &.! !* p!+"% I .! a%&" .! a% "!

a%* m# T.!+!+! #& ".- /! &.! m/#%!- !+& mpa%* a%-

+!&a#!+" & #mp+! &.! "a!" A" p!p! aa*" p+!!+ .a%$! " # !

p+#-! &.!m /!&&!+ "/"&&! a-#a &.!* # !m! &.#" .a%$!

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QUESTIONNAIRE

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UE/TIONNAIRE

Retailer* Name5

/0'( A++re**5

Tel5

1. @hich brands keep in your shopR

T Amul J

T "other dairy J

T :ream bell J

T =wality @alls J

T Vadilal J

3. According to you best distribution channel is ofR

T Amul J

T "other dairy J

T :ream bell J

T =wality @alls J

T Vadilal J

7. @hich brand provides best promotional effortsR

T Amul J

T "other dairy J

T :ream bell J

T =wality @alls J

T Vadilal J

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. @hich #rand is most liked by consumerR

T Amul J

T "other dairy J

T :ream bell J

T =wality @alls J

T Vadilal J

5. Is the Ice cream readily available to you on ordering to companyR

es 'o

J J

4. Are you satisfied with margin provided by the company of the productR

es 'o

J J

M. 8ther competitive brand providing good marginal.

&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&.

B. Are you satisfied with the ,uality of these brands ratify themJR

T Amul J

T "other dairy J

T :ream bell J

T =wality @alls J

T Vadila J

2. Are you satisfied with brand nameR

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es 'o

T Amul J J

T "other dairy J J

T :ream bell J J

T =wality @alls J J

T Vadila J J

19. (oes visit of executive 6deliveryman is regularR

es J 'o J

11. Any extra promotional measure you like to addR

&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&

13. uggestion from you side to an ice cream company isR

T Aviability of free*er should be increased

T 0rice reduction

T (istribution improvement

T !aste improvement

T 8ther&&&&&&&&&&&&&&&&&

13 A+! * #%&!+!"&!- #% "!#%$ #! +!am

:!" ( ) N( )

14 I $#!% a .#! am%$ #%$ /+a%-" #! +!am, .#. %!

- * #! & .a! (."! O%* %!);

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BIBLIOGRAPHY

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;I;LIOGRA#9

In this project report while finali*ing and for analy*ing ,uality problem in details

the following #ooks "aga*ines6Kournals and @eb ites have been referred. !he

all material detailed below provides effective help and a guiding layout while

designing this text report.

K'tler, #0ili( a4+ Gar Arm*tr'4g 71!!!8,

"arketing "anagement 'ew (elhiO 0rentice Hall of IndiaJ

K't0ari, %. R.71!!!8,

%esearch "ethodology (elhiO +lobal #usiness 0ressJ

MagaJi4e*5

#usiness @orld 15 April 399J

#usiness !oday :ollector ?dition Vol.1J

India !oday 14 April 3995J


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We*ite*5

a4lal)COM

OO.E)COM

BUSI/ESS STA/DARD

MAR6ETI/ MA/AEME/T(PHI.IP 6OT.ER&

RESEARCH METHODO.OY (C)R)6OTHARI&

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