Gelato Italiano (1)

7/30/2019 Gelato Italiano (1)

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BATCH:

2012-14

SUBMITTED TO:

Dr. M.R. Suresh

Professor,

Business Research,

SDMIMD, Mysore

BUSINESS RESEARCH PROPOSAL

GURJAR RESEARCH ASSOCIATES

SUBMITTED BY:

GROUP C-9

Ali Mohsin P.M. (12124)

Mohita Kaushik (12150)

Nadeer Muhammed S (12151)

Namratha Subramani (12152)

Varun Kumar (12175)

Vinay Prakash (12178)

TOPIC ICE CREAMS


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Business Research GRA

SDMIMD, Mysore 1

Table of Contents1.1 EXECUTIVE SUMMARY............................................................................................................... 2

1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT ..................................... 2

1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS ....................................................... 3

1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY .................................................... 3

1.5 BACKGROUND .............................................................................................................................. 3

1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE .................................................................. 3

1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US ............................................................... 4

1.6 EXISTING ICE CREAM MARKET IN MYSORE ......................................................................... 4

1.6.1 BRANDS AVAILABLE IN MYSORE..................................................................................... 4

1.6.2 ICE CREAM PARLOURS ........................................................................................................ 5

1.6.3 GELATO MARKET.................................................................................................................. 5

1.7 RESEARCH OBJECTIVES ............................................................................................................. 5

1.7.1 ORGANISATIONAL CONTEXT ............................................................................................ 5

1.7.2 OBJECTIVES ............................................................................................................................ 6

1.8 RESEARCH DESIGN ...................................................................................................................... 6

1.9 FIELDWORK/ DATA COLLECTION ............................................................................................ 6

1.9.1 TARGET POPULATION.......................................................................................................... 6

1.9.2 DATA COLLECTION .............................................................................................................. 7

1.10 DATA ANALYSIS......................................................................................................................... 8

1.11 REPORTING .................................................................................................................................. 8

1.12 COST AND TIME .......................................................................................................................... 8

1.13 DUMMY TABLES......................................................................................................................... 8

1.14 IRP TABLE .................................................................................................................................. 10

1.15 QUESTIONNAIRE ...................................................................................................................... 11


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1.1 EXECUTIVE SUMMARYThis proposal provides a detailed marketing research strategy designed by Gurjar Research

Associates to conduct a study on market prospects of Gelato Italiano, a product of the Pan

India Food Solutions Private (Blue Foods) company, one of the agencys clients. Themanagement of Blue Foods have expansion plans to increase its overall market share across

various cities all over India through a mix of owned and franchise model. In the process the

company wants to study the market conditions, consumer awareness of the brand Galeto

Italiano through a market research to expand its operations in Mysore city. The objective of

the company is to evaluate the market potential for Blue Foods in Mysore for its Gelato

Italiano Brand on an owned model basis.

This proposal by Gurjar Research Associates provides an outline of a marketing research plan

to fulfil various objectives of the company, Blue Foods. It also includes the detailed price

quotation and required time to complete the project and provide an analysis of the overall

market conditions. The marketing program has been developed around Blue Foods Mission

Statement To bring people together for the most flavourful, natural and fun frozen ice-

cream and yogurt experience while promoting a healthy lifestyle. This integrated campaign

will also help to create and promote Blue Foods live and active culture (where customers

can have a fun, healthy and flavourful experience). The campaign will even help tocommunicate and generate consumer awareness.

The following pages contain a Situation Analysis process, data collection methods and

sampling details, Critical issues, Marketing Objectives & Strategies, Implementation Plan

and Financial and Time Projections.

The marketing research will involve secondary data collection and market surveys in order to

understand the market potential for healthy ice creams and the consumer behaviour towards

the same. The details of the fieldwork and the staff are included in the proposal in detail.

1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT

A frozen dessert is defined as any type of dessert made by freezing a mixture of liquids, semi

solids, and sometimes even solids.

Ice creams contain atleast 10% milk fat and 6% Non-fat milk solids. Anything lessthan those are considered to be different from frozen desserts

Ice creams are creamier and richer in flavour as compared to other frozen desserts


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Ice creams are further categorized based on the amount of milk fat it has while frozendessert can be a lot of things

1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS

Ice CreamServed frozen; contains more fat; made from milk; contains more air

GelatoMelts faster; softer; less fat; contain less air; churning happens at a slower speed;

some are water based and contain no milk; served and stored in a little warmer temperature

than ice creams

1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY

Gelato means ice cream in Italian language. Gelato contains less fat, less air with 100%

natural ingredients which are mostly water based rather than milk. This ice cream is mostlytargeted at health conscious and diabetic population.

With the amount of health conscious and diabetic population increasing in Mysore, Blue

foods wants to conduct a research to study the market potential of Gelato in Mysore.

1.5 BACKGROUND

1.5.1 BLUE FOODS LIMITED: COMPANY PROFILEIncorporated in September 2000, Pan India Food Solutions Private (Blue Foods) commenced

its operations in Mumbai and fast expanded its orbit covering other major cities across India.

Being one of the leading players in organized retail restaurant business, Pan India Food

Solutions Private Limited currently dominates approximately 2,01,460 sq ft of food and

beverage operations through its brands:

Spaghetti Kitchen Copper Chimney Gelato Italiano The Coffee Bean & Tea Leaf Bombay Blue Noodle Bar Food CourtsFood Talk and Spoon Penne


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The companys expansion map has an aggressive strategic roll out plan, which aims to

initiate many more Restaurants, Gelato Parlours and Food Courts across India in the next 12

18 months.

Over the course of a decade, Pan India Food Solutions Private Limited (Blue Foods) has

expanded its presence to cities across the country through a mix of owned and franchise

model. By offering a wide range of options for diningbe it a value for money destination or

fine dine restaurant Pan India Food Solutions Private Limited reaches out to customers

from different walks of life.

One of the early movers in the largely unorganized Indian restaurant market, Pan India Food

Solutions Private Limited established a scalable national presence. In the Indian milieu, it isone of the few companies to have brands and the platform to achieve country-wide scale and

be profitable at the same time.

1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US

Gurjar Research Associates was started by six SDMIMD students in the year 2001. The firm

has gained widespread industry acceptance over the years and has handled a large number of

projects in various fields. The clients of the company include HUL, P&G, Iglu Labs, Tax

Spanner, Nestle India Ltd., Odigma, etc.

The company possesses advanced computer equipment and research facilities in its

headquarters at Bangalore. The company has an MOU with SDMIMD, Mysore where

students are trained by the company and they work as interns for the firm in return. Faculty

Development Programmes are also conducted for various colleges in and around Bangalore.

1.6 EXISTING ICE CREAM MARKET IN MYSORE1.6.1 BRANDS AVAILABLE IN MYSORE

S. No. Brand Variants Available Price Range (Rs.)

1 Nandini Ice-creams Brick, Candy, Cup,

Stick Ice-creams,

Sundae

5-120

2 Joy Ice-creams Brick, Candy, Stick,

Cup

5-80

3 Kwality Walls Brick, Candy, Cup,

Stick Ice-creams,

Sundae, Dessert Icecreams (cakes)

5-210


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4 Amul Ice-creams Brick, Candy, Cup,

Stick Ice-creams,

Sundae, Dessert Ice

creams (cakes),

Exotic flavoured ice-

creams

5-180

5 MTR Ice-creams Brick, Candy, Stick,

Cup

5-120

6 Dairy-day Brick, Candy, Stick,

Cup, Sundae

5-120

7 Avin Ice-creams Brick, Candy, Stick,

Cup

5-100

8 Hangyo Ice-cream Brick, Candy, Stick,

Cup

5-100

1.6.2 ICE CREAM PARLOURS

S. No. Parlour Price (Rs.)

1 Corner House 45-140

2 Polar Bear 45-110

3 Cream and Fudge 60-130

4 Baskin Robbins 70-200

5 Cubs 50-80

6 Orchid Fresh 60-110

1.6.3 GELATO MARKETThere is only one player in the market that is the major competitor for Gelato Italiano, called

Just Gelato. Usually they maintain a stock of 12 Variants which are changed daily. Top 6

selling flavours are available throughout and other 6 are subjected to change. Out of 12, 10

are Gelato and the other two are sugar-free Yoghurts.

S. No. Serving Price (Rs.)

1 Small Cup (1 Scoop) 60

2 Large Cup (2 Scoops) 80

3 Small cone (1 Scoop) 60

4 Large Cone (2 Scoops) 805 Special Cone (2 Scoops) 120

1.7 RESEARCH OBJECTIVES

1.7.1 ORGANISATIONAL CONTEXT

The management of Blue Foods have expansion plans to increase its overall market share

across various cities all over India through a mix of owned and franchise model. In theprocess the company wants to study the market conditions, consumer awareness of the brand


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Galeto Italiano through a market research to expand its operations in Mysore city. The

objective of the company is to evaluate the market potential for Blue Foods in Mysore for its

Gelato Italiano Brand on an owned model basis.

1.7.2 OBJECTIVESThe overall objective is to evaluate the market potential for Blue Foods in Mysore for its

Gelato Italiano Brand on an owned model basis. Gelato Italiano is a dessert brand targeted at

health conscious consumers of India with its 96% fat free ice creams and yogurts. They have

presence in major cities like Delhi NCR, Bangalore, Mumbai, Kolkata, Hyderabad and Pune.

The following are the sub objectives of the research:

To understand the consumer buying behaviour for ice creams, in Mysore To briefly study the existing ice-cream and gelato market in Mysore To test the awareness of the consumers about healthy dessert-options To evaluate consumer acceptance of a health conscious ice cream To study and analyse the competitors

1.8 RESEARCH DESIGN

1) Secondary Research: This research will try to find answers to the followingquestions:

a. Market size detailsb. Competitors in the marketc. Pricing strategyd. Quantitye. Variety and flavours

2) Market Survey: Face to Face interview will be conducted to study the consumerbehaviour and perception towards the brand.

3) Research Approach: The type of research is exploratory and descriptive in nature.

1.9 FIELDWORK/ DATA COLLECTION

1.9.1 TARGET POPULATION

The population will consist of a mix of respondents from various socio economic groups. The

School Students consist of people in the age group of 12 to 15 years, College students will


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consist of graduates, post graduates and above, office goers will basically consist of people in

the age group of 25 to 55 years, homemakers will consist of unemployed females in the age

group of 25 to 55 years and Senior Citizens will consist of both males and females above 60

years of age. The population considered is basically from urban and Semi-urban areas of

Mysore as the product is healthconscious ice creams and the company wants us to evaluate

the market potential in urban and semi-urban areas.

Sample Size: The proposed sample size is as per the table given below. The technique used

for sampling is Cluster Sampling (units in the population can often be found in certain

geographic groups or clusters), a part ofRandom Sampling.

SAMPLING

FRAME

TOTAL SAMPLE

School Students 30

College Students 50

Office Goers 50

Homemakers 15

Senior Citizens 15

1.9.2 DATA COLLECTION1. Three different schools selected on the basis of popularity, region and income level of

parents.

2. A mix of students from Pre-University Colleges (PUC), UG Colleges and PGColleges.

3. For office Goers, the type of sampling technique used is Quota Sampling (aim is toobtain a sample that is representative of the overall population, the population is

divided by the most important variables like income, age, location etc.).

Based on this, the sample will be a mix of IT & ITES and Manufacturing Sector, from

industries in and around Mysore.

4. High-income (Kuvempunagar, Jailakshmipuram, Vijaynagar, Saraswathipuram,Yadavgiri) and mid-income (JP Nagar, Vidhyaranyapuram, Lakshmipuram)

Residential layouts will be targeted.

5. Parks in residential areas will be targeted to survey the senior-citizens in Mysore(park intercept, a new technique by GRA).


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Field Staff: To conduct the market survey we have 6 extremely qualified interviewers from a

premier B-school.

1.10 DATA ANALYSISThe analysis will involve computer tabulations, in the form of frequency distributions.

Subsequent requirements for statistical analysis will be discussed, once the initial data is

evaluated.

1.11 REPORTINGFollowing the qualitative section of the research, an interim report will be submitted,

followed by a meeting with the client to discuss the next stage of the research. A formalpresentation of all the findings of the research along with the conclusion will be provided at

the end of the research. The responses of the respondents can be provided on request.

1.12 COST AND TIMEPhase Human Resource Time (days)

1) Secondary Research 3 52) Market Survey 6 183) Quantitative and

Qualitative Analysis

3 10

4) Final Report 6 10

1.13 DUMMY TABLES1) Socio-Demographic Details of the Study Respondents

Characteristics Data

Age (in Years) Mean, standard deviation, median, range

Gender Male (n%), Female (n%)

Education School, Graduate, Post Graduate and above

Occupation Homemaker, Self Employed, Employed,

Unemployed, Retired


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2) Dessert Preference based on Gender

GenderDessert Preference

Ice Cream Yogurt Gelato Sorbet

Male X X X X

Female X X X X

3) Dessert Preference based on Income Levels

Income LevelDessert Preference

Ice Cream Yogurt Gelato Sorbet


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20,000

20,000-

30,000

X X X X X

30,000 andabove

X X X X X

1.14 IRP TABLE

Sources of

Information

Respondent

Group

Information Requirement Scaling

approach

Primary

Schools School

Students

Preference of Flavours, Variety (Cone,

Cup), Ambience (Play area), Frequency

of Purchase

Mix of

Nominal,

Ordinal,

IntervalColleges CollegeStudents

Proximity, Ambience, Price Range,Flavours, Offers (ex. Valentines Day

Offers), Service, Frequency of Purchase,

Health Consciousness

Industries Office Goers Proximity, Ambience, Price Range,

Flavours, Frequency of purchase, Health

Consciousness

Residential

areas

Homemakers Health Awareness, Price, Service, Offers,

Frequency of Purchase, Proximity,

Flavours

Parks Senior

Citizen

Health Awareness, Price, Service, Offers,

Frequency of Purchase, Proximity,

Flavours

Secondary

Internet Popularity of brands , Awareness of

health conscious dessert options ,

Competitors analysis

Research

Paper

Popularity of brands , Awareness of

health conscious dessert options ,

competitors analysis

Wellness

Magazines

Awareness of health conscious dessert

options, No. of articles published on

DessertsNewspaper

(Local andNational)

Popularity of Brands, Market Size,

Competitors, Awareness of healthconscious dessert options, No. of articles

published on Desserts


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1.15 QUESTIONNAIREDate:_________________

Dear Sir/Madam,

We the students of SDM Institute for Management Development, Mysore are conducting a

market research to understand your buying behaviour for ice creams and evaluate your

awareness about health conscious dessert options. Kindly extend your cooperation in filling

this questionnaire and enable us in doing the research successfully.

1. Do you like ice creams?YesNo(If Yes, Proceed further, else Thank you for your valuable time.)

2. Which is your favourite ice cream flavour?1- Most preferred 6- Least preferred

Flavours 1 2 3 4 5 6

Vanilla

Chocolate

Strawberry

Butter-

scotch

Fruit

flavour

Coffee

Others

(Please

mention)

3. What do you prefer to have ice cream in/with?CupConeWaffles


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StickTub

4. How often do you eat ice creams?EverydayOnce in a weekTwice in a weekMore than 2 timesOnce in a blue moon (Rarely)

5. You buy ice cream because of (Tick the appropriate)Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

Flavour

Price

Brand name

(Ex. Amul,

Baskin

Robbins etc.)

Proximity

Offers &

Advertisements

Quality of

Service

6. Which brands you prefer?1Most preferred 8Least Preferred

Brand NandiniJoy Ice

creams

Kwality

WallsAmul MTR

Dairy-

DayAvin Hangyo

Ranks


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7. Where do you usually buy your ice cream?SupermarketIce Cream ParlourRetail OutletsIce Cream Cart/VehicleRestaurantsOthers (Please mention) ______________

8. Purpose of visit to an ice cream parlour?Social events (birthdays, anniversaries etc.)Hang out with friendsShopping out with familyExclusively for ice creamNo special purpose

9. In groups of how many you usually visit an ice cream parlour?Alone

2 to 3

4 to 6More than 6

GELATO - Gelato contains less fat, less air with 100% natural ingredients which are mostly

water based rather than milk, i.e. a HEALTHY ICE CREAM.


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10.Have you ever heard of Gelato?YesNo

(If yes, proceed further; else go to question no. 16)

11.Which all brands of Gelato you have heard of?Just Gelato, MysoreGelato ItalianoOthers (please mention)

12.From where have you heard of Gelato?Dear and NearNewspaper and MagazinesInternetTVOthers

13.Have you ever tasted Gelato, if yes, which flavours you have tried of and from where?_______________________________________

(If no, please go to question no. 16)

14.Would you like to prefer Gelato over Normal Ice cream?YesNo, any particular reason _________________________________________

(If yes, proceed further; else, go to question no. 19)

15.What factors influences you to go for Gelato?


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16.Would you like to have a healthy Dessert Option like Gelato, in Mysore?YesNo

(If yes, proceed further; else go to question no. 19)

17. Are you willing to purchase Gelato Italiano desserts if available in Mysore?Highly interestedInterestedLeast interestedDont know

18.How much would you like to pay for a scoop of Gelato Italiano?Less than Rs. 40

Rs. 40 to 60

Rs. 60 to 80Rs. 80 to 120Price not an issue!!

19.Name:_______________________________________________________________20.Age:________________________________________________________________21.Gender:_____________________________________________________________22.Adress:_______________________________________________________________

_____________________________________________________________________

23.E-Mail:______________________________________________________________24.Phone No:____________________________________________________________25.Occupation:___________________________________________________________26.

Household monthly income (Tick, if applicable)


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10,000-20,00020,000-30,00030,000 and above

Thank You

Documents

Gelato Italiano (1)