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PROJECT REPORT
ON
“Penetration levels of Prolife/Sugar free Ice-Cream- Mumbai Market”
IN PARITAL FULFILLMENT OF THE REQUIREMENT FORMBA DUAL SPECIALISATION
YEAR 2011-2013
SUBMITTED BYAPOORVA BAGHELA
PROJECT GUIDEMR. RAHUL VYAS
1
Certificate from guide
2
ACKNOWLEDGEMENT
3
Index
Sr. No. Topic Page No.
1 Executive summary 5
2 Company Overview 7 – 11
3 About the Product 12 – 16
4 Research Objective 17
5 Research Methodology 18 - 21
6 Analysis of Data 22 – 58
7 Recommendations/Suggestions 59 – 69
8 Annexure 70 - 78
4
Executive Summary
The title of the project
5
A BRIEF INSIGHT ON
AMUL PROBIOTIC ICE CREAM
SUGARFREE
&
PROLIFE
6
COMPANY’S OVERVIEW
Formed in the year 1946, Amul initiated the dairy co-operative movement in India and formed an apex co-operative organisation called the Gujarat Co-operative Milk Marketing Federation (GCMMF). Today, this movement is being replicated in 70,000 villages in over 200 districts in India, transforming the life of the Indian villager. This co-operative revolution has made India the largest producer of milk in the world today. Amul is one of the largest food brands in India with an annual turnover of $500 million, and with products ranging from milk, butter, ghee, cheese, chocolates, ice-creams and pizzas.
The birth of Amul• Linked to the freedom movement of India• Founded in 1946 to stop the exploitation of milk producers at the hands of middlemen• Inspiration of pre-eminent national leaders• A cooperative movement - member control on milk production, processing & marketing• A humble beginning with 2 village societies and 246 litres of milk.
Amul – today• 2.5 million milk producers families – part of a fraternity of 13
7
million coop producers nationwide• 13,000 village societies – there are over 113,000 coop milk societies pan India • 8.1 million litres of milk procured in peak season on a single day – India is the largest producer of milk in the world !• Rs 100 million handled in cash daily – Milk is the biggest agricultural crop in India !• 13 district Unions – there are 180 cooperative dairy unions across the country
GCMMF – Operations• India’s largest food products marketing organisation• 4 Distribution Highways• 20 Product Groups• 400+ SKUs• 34 Supply Centres• 50 Sales Offices• 300 member sales team• 5000 Stockists• 700,000 Retail outlets• Rs 4,500 crore (US$ 1 billion) annual Sales Turnover
Amul It means “priceless” in Sanskrit and many Indian languages
Amul
• Commitment to Quality• Value for money• The generation of awareness• The fostering of loyalty• Development of strong brand identity
8
AMUL’S RANGE OF PRODUCTS
Amul1956
Ice
cream1996
Chocolates1973 Shrikhand
1980 Fresh Milk1956
MilkPower1958
Cheese1962 Breadsprea
d Ghee1956
Fat Free Dessert
2002 Nutrauamul
1973 Gulabjamun1997 UHT Range
1980/99 Amulspray1968
Cheese Spread1986
Amul Butter1956
Cow Ghee2002
Softy Mix
2001 Eclairs
2001 Gulabjamun
mix1999
Condensed
Milk1996
Amul WMP1960 Paneer
1997 Amul Lite1994
Amul Shakti2003
Kulfi Mix2001 Buttermilk
1998 Amulya1987
pizza Cheese1998
Margarine2004
Chocozoo2005 Laddoo
2004 fresh Curd1999
Amul IMF 1&22001
Emmental
Cheese1999
Basundi2005
Flavoured Milk2001
Instant FCMP2002
Frozen Pizza2002
Khoa2006
Fresh Cream2002
Gouda Cheese2002
Kool Cafe
2005
9
WHY PROBIOTIC
Amul woos diabetics and obese with safe, new delicacies.
Mumbai: With a growing number of diabetics, and a burgeoning population of obese urban dwellers, the ice-cream industry in India is indeed worried about the 'melting' market for its products.
According to the World Health organization, of 1.5 billion overweight adults globally, 400 million live in India. The figure is expected to double over the next eight years. India is also the diabetes capital of the world, with 37 million diabetics.
But leading producer of milk and indigenous dairy products, including ice cream, Amul, has decided to take on the 'battle of the bulge' by introducing a new range of 'sugar-free' and 'probiotic' products for diabetics, the obese and the health conscious.
For many diabetics, consuming ice-cream remains a tempting longing. Amul wants to make it a reality with the launch of its specially created sugar-free, low fat diabetic delight. In Amul Sugarfree Probiotic Diabetic Delight Frozen Dessert, sugar has been replaced with zero calorie and low calorie sweeteners.
10
Amul Sugarfree Probiotic Diabetic Delight contains 50 per cent less fat and half of the calorie than normal ice cream. It has also been supplemented with pro-biotic cultures for health improvement.
Fructo-oligo saccharides are soluble dietary fibres that improve the mineral absorption and bone health in addition to increasing the disease fighting ability of the body.
Digestive enzymes sparingly digest these sweeteners in stomach or small intestines and therefore do not cause fluctuations in blood sugar levels unlike in a diabetic condition where intake of digestible sugar causes fluctuation in the blood sugar level.
Amul has also launched a probiotic ice cream - Amul ProLife Probiotic Wellness Ice Cream.
They help in digestion, improve the immune system, fight against allergic reactions and are effective in controlling travellers' diarrhoea, claims the federation.
Probiotics also help in the prevention of formation and growth of colon cancer and enhances brain activity.
11
ABOUT THE PRODUCTS
Amul Prolife Sugar Free Probiotic Wellness frozen dessert India’s First low fat low calorie Delight
Several generations of Indian consumers have grown up eating ice creams, which traditionally is a combination of full cream milk, lot of sugar and nuts. Now with the changing trends, life style and climatic conditions people are becoming more and more health conscious. Keeping in mind the need of these calorie conscious people, Amul is introducing first time in India-Amul prolife sugar free probiotic wellness frozen dessert.
For an obesitic person, it is always advisable to curb down their calorie intake. Because, high calorie intake causes the genesis of fat in body which gets stored in adipose tissues. Even though when no fat is consumed, excess digestible sugar in your diet can make you fatty. Too much sugar intake increases your vitamin B requirement and can make you Vitamin B deficient. For, managing low calorie diet, It is suggested to consume digestible sugar free and low fat diet which is rich in dietary fibre, protein and other nutrients.
12
Amul Prolife sugar free Probiotic wellness dessert : LOW FAT LOW CALORIE Amul Prolife sugar free Probiotic wellness dessert has been made by reduced fat content and sugar replaced with combination of low calorie sweetner(Fructo-oligo saccharide and sucralose).These sweetners has very low glycemic index because they sparingly gets digested by digestive enzymes in stomach and small intestine. Amul Prolife sugar free wellness frozen desserts has also been added with probiotic cultures which imparts a gastrointestinal well being and health benefiting factor.
Low Fat : Amul Prolife Sugar Free delight is containing 50% less fat than the normal ice cream.
Low Calorie – Sugar replaced with low calorie sweetners.
Added benefits of low calorie sweetners (Fructo oligosaccharide) : Fructo oligosaccharide is known as soluble dietary fibre. It escapes digestion at upper gastrointestinal tract and at large intestine it act as a food for beneficial bacteria, thus improving gut microflora. Improved gut microflora ultimately leads to a number of health benefits, say improved resistance to food born disease, stimulation of body disease fighting ability, vitamin synthesis in gut, prevention of formation and growth of colon cancer.
Who does Amul Prolife Sugar Free Proboitic wellness suit best? Any one who wants to control/manage OBESITY? Amul’s Prolife
13
Sugar free probiotic wellness frozen dessert is enriched with live beneficial cultures that help your overall well being and health.
Benefits:
Has low fat and calorie content: hence reduces obesity Contains no added sugar Improves immunity and digestion Prevent gut infection and manages traveler’s diarrhea
Available in so many flavours packed in international packings: Amul Prolife Sugar free wellness delight is available in : 125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price ranging from Rs.18(125ml) to 120(1.25litrs).
14
Amul Prolife Probiotic Wellness ice cream India’s First Probiotic Ice cream
What don’t you have to do in order to be healthy? You work all day, catch your deadlines and catch the commute home before your favorite shows ends. Between all this, you have to ensure that you eat healthy to stay well and catch all rest. It seems like maintaining good health, itself,is taking a toll on your health. Here’s a delicious way to stay well.
AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed at the total health conscious.
Proboitic means “ for life”. Probitics are defined as “live beneficial culture administered in adequate amounts which confer a beneficial health effect on the host”.
15
The human large intestine is a active site of no of microorganism known as gut microflora. In a healthy person it a balance of a number of beneficial a bacteria. The gut microflora actively play a role in health maintenance by modulation of immune system, protection from pathogens and virus invasion through gastrointestinal tract. They also aid in food digestion. A part from these beneficial bacteria also synthesize some vitamins in gut. Our food habit, living habit, medication to cure disease,stress & strain, age etc can cause the disturbance in balance of gut miroflora. The disturbed gut microflora can create a chance for pathogens and viral invasion.
Amul probiotic wellness ice cream have been made to confer the health benefit of these probiotics.
Who does Probiotic ice cream suit best?
EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream is enriched with live beneficial cultures to help your overall well being and health.
Amul Probiotic wellness ice cream :
Improves immunity Improves digestion Prevent gut infection Manages traveler’s diarrhea
Available in so many flavours packed in international packings:
Amul Probiotic wellness ice cream is available in : 125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price ranging from Rs.15(125ml) to 110(1.25litrs).
16
Research Objective
“To identify Penetration levels of Prolife/Sugar free Ice-Cream- Mumbai Market”
17
Marketing Problem/ Research
Objective - Prolife and Sugarfree brand of ice-cream
To identify top of mind awareness (TOMA)
Penetration levels both consumption at customer and consumer level
To identify product/brand satisfaction levels
18
Research Methodology
The research was conducted by interviewing the respondents personally in Institute and forms retailers with the help of a questionnaire.
The questionnaire was designed based on the objectives mentioned above. Accordingly different sets of questions were designed to gather relevant information as per the defined objectives.
The research was adeptly sub divided to study Amul Probiotic icecream keeping the factors responsible for the Consumer and Retailers.
Hence effectively the research consisted of two categories of respondents namely
Consumers &Retailers
The main purpose of the research was to understand the Penetration levels of Prolife/Sugar free Ice-Cream- Mumbai Market.
19
Sample Design
Non Probability sampling Convenience Sampling
Arrival at appropriate Sample size
Population of Mumbai – 200 lacs
Out of that 70% are slum dwellers with less than $2 per day income
Therefore potential target group will be 60 lacs
All India diabetic population is 35 million
Diabetic population in Mumbai is around 10 million
Therefore due to limitations of time and resource we will be looking at
Sample size of 2000 people Sample mix
o Retailerso Customers at POSo Actual consumers
Fitness conscious
20
Diabetic General
Data collection, collation and analysis
Questionnaire, focus group will be administered by our team
Data collation, and analysis will be done subsequently
Time required for activities
Questionnaire preparation – 1 day
Getting copies of questionnaire made – 2 days
Administering the questionnaire on the total sample size – 30 days
Data collation and SPSS – 15 days
Final analysis and recommendations – 10 days
21
Final presentation to clientAnalysis of Data
Analysis is divided in three parts
1. Overall Mumbai common for sugarfree and Prolife
a. Retailersb.Consumers
2. Sugar Free
a. Retailersb.Consumers
3. Prolife
a. Retailersb.Consumers
22
Over all Mumbai
Insights from the research conducted
Retailers
23
Retailers Problem
Observation
Replacement problem is the gravest problem (Dealer management issues)
Followed by stock not available on time and Distributor Problem
24
Deep Freezers
Observation
Amul’s deep freezer is present in most of the outlets all over Mumbai compared to any other competitor
Kwality Walls follows
25
Ice Cream Stocked by Retailers
Observation
Amul is clearly seen as the market leader in Mumbai
Followed by Kwality Walls and others local brands
26
Visibility of POP’s at Retailers Shop
Observation
Visibility of POP’s for Amul Probiotic Ice Cream is not very satisfactory
27
Satisfied by Packaging
Observation
78% of our total retailer respondents are satisfied by the packaging
The remaining 22% are not satisfied
28
Insights from the research conducted Consumer
Consumer profile
Observation
Sample profile comprised of 46% working men and women
28% students
29
And the remaining 26% comprised of housewives
Main Source of Information for AIDA
Observation
Print advertisement is the most effective in all 3 territories
Followed by the most important- WORD OF MOUTH
30
Perception of Consumers’ affordability “Willingness to pay”
Observation
Most consumers feel Prolife Ice-creams is affordable in all three territories
31
Potential Customer - Restaurant
Observation
Can tap around 42% of consumers who eat ice-creams as a desert after meals in a Restaurant- “Prospects”
Sugar Free
32
Insights from the research conducted
Retailers
Retailers stocking Sugarfree
33
Observation
In Mumbai Approx. 57% of the Retailers Store Amul Sugarfree Ice Cream
43% of Its still need to be tackle
34
Retailers perception regarding Awareness in Consumer
Observation
88% of the retailers feel that the awareness for Sugarfree is quite high
And the remaining 12% of the retailers say that the awareness in consumers is not there
35
Fast moving flavors – Sugar Free
Observation
Vanilla with Chocolate Sauce is the fast moving flavor in Mumbai
Followed by Shahi Anjir, Fresh Litchi and Strawberry with Strawberry Sauce
36
Fast moving pack – Sugar Free
Observation
Party pack is the fastest moving pack size in Mumbai
Followed by 500ml+500 ml
37
Insights from the research conducted Consumer
Segmentation for sugarfree
Housewife
Observation
In Housewife segment 78%of them have heard about the product
50% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to make a loyal customer
38
STUDENTS
Observation
In Student segment 76%of them have heard about the product
48% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to make a loyal customer
39
WORKING
Observation
In Working segment 72%of them have heard about the product
52% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to increase awareness and build a loyal customer
40
Acceptance in Consumer - Sugar Free
Observation
Of the total consumers who have tried sugar-free
Around 50% have said that they will definitely indulge in a repeat purchase;
30% - probably and the remaining
20% have said that they will never purchase.
Most Liked Flavors – Sugar Free
41
Observation
Vanilla with Chocolate Sauce is the most favourite flavour for all 3 territories.
Followed by Chocolate
Availability of Sugarfree Ice-Cream
42
Observation
Availability of Sugar free is more in all three territories compared to Prolife
Preferred Pack by Consumer Sugar Free
43
Observation
125 ml swirl is the most preferred pack among students
Followed by party pack
Most Frequent Purchase Outlet Sugar Free
44
Observation
Dairy shops are most preferred purchase point for Sugarfree
Followed by provision stores
MF’s are also a major source
PROLIFE
45
Insights from the research conducted
Retailers
Retailers stocking Prolife
46
Observation
In Mumbai Approx. 45% of the Retailers Store Amul Prolife Ice Cream
55% of Its still need to be tackle
47
Retailers perception regarding Awareness in Consumer
Observation
81% of the retailers feel that there is some awareness in consumers regarding Prolife
Remaining 19% say that there is no awareness regarding the same
48
Fast moving flavors – Prolife
Observation
Vanilla with Chocolate Sauce is the fast moving flavor in Prolife
Followed by Shahi Anjir and Fresh Litchi
Fast moving pack – Prolife
49
Observation
Party pack is the fast moving pack size in Mumbai
Followed by 125 ml swirl
Insights from the research conducted
50
Consumer
Segmentation for Prolife
HOUSEWIFE
Observation
In Housewife segment 36%of them have heard about the product
22% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to make a loyal customer
51
STUDENTS
Observation
In Student segment 48%of them have heard about the product
25% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to make a loyal customer
52
WORKING
Observation
In Working segment 40%of them have heard about the product
31% of them have tried ,but the Awareness level in terms of product knowledge is very less
It is Imp to built this knowledge to make a loyal customer
53
Acceptance in Consumer for Prolife
Observation
Of the total consumers who have tried Prolife
Around 20% have said that they will definitely indulge in a repeat purchase;
20% - probably and the remaining
60% have said that they will never purchase.
54
Most Liked Flavors – Prolife
Observation
Vanilla with chocolate sauce is the favourite flavour in all 3 territories
Followed by chocolate and Shahi Anjeer
55
Preferred Pack by ConsumerProlife
Observation
125 ml is the most preferred pack
Followed by 500ml+500 ml tub
56
Most Frequent Purchase Outlet Prolife
Observation
Provision stores leads the list
Followed by Dairy Stores
57
Summary of Respondent Analysis
Awareness very less compared to Sugarfree
Clinical test needed for the benefits of the product
Free Sample
Confusion among consumers regarding Sugarfree and Prolife
More Advertisement
New Flavours
Attractive Packaging
58
Analysis of Doctors Feedback
Doctors say that taste of sugarfree should improve in taste as it has great scope among diabetics.
A calorie content is mandatory along with a certification by a regulatory body.
One respondent found Sugar free ice-cream not that sweet and that there is smell of Asparment
Can recommend sugarfree, provided the certification and calorie content is taken care of...
They want free samples
Doctors are of the opinion that there should be communications done on a larger scale.
Can have a doctor recommending the product and vouching for the same in the advertisement thereby increasing credibility
If Amul wants the doctors to recommend ice-cream instead of tablets to their patients, the certification is a must along with building relationships with doctors for the same.
Prolife being a health ice-cream requires a certification the earliest.
59
Recommendations
Value Proposition
Positioning
Product
Packaging
Place
Sales Promotions
Communications
Dealer Motivation
60
Value Proposition- Sugarfree
Target audience
people with Type 1 & 2 diabetes Age group- 15-+ Sex- Men and Women
Value proposition
“Diabetics can now enjoy and experience the taste of ice-cream which is no more taboo”
Value Proposition- Prolife
Target audience
Health and fitness conscious consumers All age groups Children, male and female
Value proposition
“Maintain a constant balance of minerals and vitamins through a researched Probiotic bacteria helping to maintain perfect health at all times”
61
Product- Sugarfree
Problem Causes SolutionsPowdery in
taste Could be
manufacturing/Cold Chain
Improve quality/ Cold Chain
Acceptance by customers
Lack of credibility Look at CFTRI, Mysore Certification or any such regulatory body
62
Place/Reach- Sugarfree & Prolife
Problem Causes Solutions Non
availability/ low reach
Products not placed with existing Amul retailers and non- Amul retailers (prospects)
Increase reach: dealer motivations; adequate stock at the retailers; efficiency and effectiveness of distributors ; sales force needs to enhance relationship with channel
(relationship building not transaction)
Not stocking adequately or not at all
Lack of product knowledge
Sales force will have to work on Push strategy and understand demand forecasting
Should tap institutional sales- (In-flights, five star hotels and
hospitalsTie-ups with gyms, etc.)
63
Sales Promotions: TG Mother/Fitness Conscious Consumers
Problem Causes Solutions Non
availability/ low reach
Products not placed with existing Amul retailers and non- Amul retailers (prospects)
Increase reach: dealer motivations; adequate stock at the retailers; efficiency and effectiveness of distributors ; sales force needs to enhance relationship with channel(relationship building not transaction)
Not stocking adequately or not at all
Lack of product knowledge
Sales force will have to work on Push strategy and understand demand forecastingShould tap institutional sales- (In-flights, five star hotels and hospitalsTie-ups with gyms, etc.)
64
Packaging and Labeling
Problem Causes Solutions
Product leakageNot attractive Inadequate label detailsLack of credibility
Poor cardboard packaging
No authentic certification for the claims made
Look at plastic cans/tubs, attractive and reusable- similar to imported ice-creams; add details regarding calories, clinical trials etc which will make the customers to make “informed decision”CFTRI certification.
65
Positioning
Amul should position their new launches very tactfully
As now there are no competitors in the Wellness Ice-Cream sector in India
Hence position the product in such a way that it caters to the niche market and not too much to the mass market as it might cannibalize other Amul Ice-Cream products
Suggested Positioning statement for sugarfree “Experience the low fat ice-creams exclusively for diabetics”
“Life is full of Sweets ,so don’t let Diabetes stop it”
Positioning statement for Prolife “Amul’s Probiotic Wellness Ice-creams”
“Wellness does not only mean hard workout but it can also
come with enjoyment – Prolife the wellness Ice Cream”
66
360 Communications
More visibility
POPs
Banners Places Joggers Park Gyms Club Cinema Halls
Advertisements Radio TV Print
Mobile Van
Tie-ups with Diabetic Clinics
67
Suggestions Activation thoughts for non ice -creams consumers – Increase Consumption
Don’t consume because of health problems
Hence a need to highlight the positive aspects of the ice-cream and thereby increase share of wallet among existing consumers.
Consumers need an assurance that the claims made are true (Use CFTRI, Mysore Certification to build credibility among consumers).
This can be done with the help of advertisement (ATL and BTL) and a print on the packaging of the product.
Synergistic Effect
68
Products have to be positioned as mutually exclusive and therefore one should not work on synergistic effect which will create and has created to a good extent -confusion in the minds of the consumers
Synergistic effects in terms of cost is appreciated but not in terms of brand recall/equity
ANNEXURE
69
QUESTIONNAIRE - RETAILER
DemographicsRetail Store Name: __________________________
Location/Address: ___________________________
Contact No: ____________________
Distributor Name: ___________________________
No. of years of business: ______________________
1. Since when have you been selling ice-creams? _______________
2. Is your deep freezer owned/ rented/ company provided- (Amul/Others, specify_____________________________________
3. If company provided do you receive prompt and regular maintenance service?
Yes
No
4. Ice- creams stocked?
70
Amul Kwality Walls
Mother Diary Others , __________________
5. At any given point of time what is the value of ice-cream stocked? _____________
6. Ratio of Amul Vs. Other ice- creams? _________________
7. Do you stock newly launched Sugarfree/ Prolife Probiotic Ice-cream?
Yes
No
8. Did the Sales- Ex come and explain the product/new concept to you?
Yes
No
9. On the launch date / when product was made available to you, did you receive any POS merchandise?
Yes
No
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10. If yes to the above 2 questions were you satisfied with the
Training input received Yes No
POS merchandise Yes No
11. Did customer/consumer ask for the product on the day of the launch?
Yes No
12. Since the day of launch till date what is your sales experience? __________________
13. Did customer come for repeat purchase? YesNo
If yes what percentage – 10 / 20 / 30/ /
14. Fast moving pack size: ProlifeSugarfree
125 ml cup
500 ml + 500ml free tub
Party pack 1.25 l
72
Flavour:
Vanilla with chocolate sauce
Strawberry with strawberry sauce
Fresh Litch
Shahi Anjir
Chocolate
Strawberry
15. What was the percentage of sales of Amul to Amul Probiotic Ice-creams? _________
16. How often does a Distributor visit your shop?
Daily Thrice a week
Twicw a week
17. What sales support you get and what support you expect? _________________________________________________________
18. Do you receive uninterrupted supply of ice-creams ( Prolife probiotic, Sugarfree Probiotic and Amul ) ?
Yes
No
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19. Is the distributor servicing you satisfactorily?
Yes
No
20. If No , explain
________________________________________________________
21. Do you think packaging is satisfactory?
Yes No
22. Briefly tell about customer feedback
Sugarfree ______________________________________________________
Prolife_________________________________________________________
23. What do you think can increase sales of –
Sugarfree ______________________________________________________
Prolife_________________________________________________________
74
QUESTIONNAIRE- CONSUMER INSIGHTS
A. Demographics:Name of Respondent: _______________________________
Location/Address: __________________________________________
Male/Female: ______________
Age: ______________
Contact No: ____________________
Occupation: Student / Housewife / Working
75
Approx salary per month Rs. : 20,000 21,000-40,000 40,000 +
B. Cultural Habits
1. Which of the following sweets do you consume?
Frozen Chocolates Cultural
2. How often do you eat ice – cream ?
Daily Once a week
Once a month Occasionally
3. Do you eat ice-cream as a desert after dinner in a restaurant?
Yes No
4. Have you heard of newly launched
Amul Sugarfree Probiotic Ice- cream YesNo
Amul Prolife Probiotice Ice-cream YesNo
5. Have you tried –
Amul Sugarfree Probiotic Ice- cream YesNo
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Amul Prolife Probiotice Ice-cream YesNo
6. How did you know about it?
Word of mouth Radio Ad
Print Advertisement Others- Hoardings/Glow signs/ Leaflet/ Poinit of Purchase
7. Do you know the benefits of each? YesNo
(Aid through Leaflet- if No)
8. Flavour triedProlife
SugarfreeVanilla with chocolate sauce
Strawberry with strawberry sauce
Fresh litch
Shahi Anjir
Chocolate
Strawberry
Favourite flavour ________________
9. Pack size
77
ProlifeSugarfree
125 ml cups
500ml+500ml free tub
Party pack
Preferred pack ___________________
10. Is it available at your nearest store? Yes No
11. Where did you purchase Sugarfree/ Prolife Probiotic Ice- cream?
Dairy shop
Provisional stores
Modern Trade – Shoprite/ Hypercity/ Big Bazaar/ D- Mart / Tru Mart/ Other_______________
12. Do you recall the price? ___________
13. Is the price affordable/ high/low
14. Your recommendations to boost sales of-
Sugarfree Probiotic Ice- Cream ________________________________________________________________________________________________________________
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Prolife Probiotic Ice-Cream___________________________________________________________________________________________________
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