CREAM BELL PROJECT BY RAHUL SINGH

aMAJOR brand ofDEVYANI FOODINDUSTRIES LTD.{anassociatecompany ofRJ.CORP.}
Summer InternshipProject by RAHUL SINGH , MBA-IB , 3rd
Semester , IMS- UniversityOfLucknow ‘2017

A
INTERNSHIP PROJECT REPORT
ON
ANALYTICAL STUDY ON CREAM BELL ICE CREAM COMPANY MARKET
SHARES, PRODUCTS & SERVICES
&
STUDY OF CONSUMER BEHAVIOUR TOWARDS CREAM BELL ICE
CREAM IN LUCKNOW MARKET
Submitted towards partial fulfillment of the requirements for qualifying
MASTER OF BUSINESS ADMINISTRATION
In
INTERNATIONAL BUSINESS
{ IMS, UNIVERSITY OF LUCKNOW , LUCKNOW }
Submitted to -
Submitted by –
Dr. NAZIA JAMAL RAHUL SINGH
Programme Director MBA-IB {3rd
Semester}
MBA{IB} Programme 17216009829
Session 2016 - 2018
UNIVERSITY OF LUCKNOW ,

NEW CAMPUS LUCKNOW
CERTIFICATE
This is to certify that RAHUL SINGH of MBA in IB OF 2nd YEAR (3rd
semester)
has accomplished the project report title ‘ANALYTICAL STUDY ON CREAM
BELL ICE CREAM COMPANY MARKET SHARES, PRODUCTS &
SERVICES & STUDY OF CONSUMER BEHAVIOUR TOWARDS CREAM
BELL ICE CREAM IN LUCKNOW MARKET’ under my guidance and
provision.
He has submitted this project in the partial fulfillment of requirement as per the
Master of Business Administration (MBA) In International Business (IMS,
University of Lucknow, Lucknow)
I further certify that this is an original work. All sources ofinformation and help
have been duly mentioned and acknowledged.
Dr. NAZIA JAMAL
Programme Director
MBA (IB) Programme

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for
CREAM BELL COMPANY a division of DEVYANI FOOD INDUSTRIES LTD. {an
associate company of RJ CORP}.It has been an enriching experience for me
to undergo my summer training at CREAM BELL CO., which would not have
been possible without the goodwill and support of the people around. I
wish to express my gratitude to the company for giving me an opportunity
to be a part of their esteemed organization and enhance my knowledge by
granting permissionto do summer training project under their guidance.
I am deeply indebted to my guide, Mr. MANISH KUMAR-ASSISTANT
MANAGER {MARKETING}, for his valuable and enlightened guidance. He
provided me with the opportunity to learn in the company and spared his
valuable time to help me. My special thanks to Mr. MANISH CHAWLA-ZONAL
SALES MANAGER {LUCKNOW}, for providing great support and help
whenever was required. A special thanks to my faculty guide, Prof. YUSUF
KAMAL for being the chief facilitator of this project and helped me
enhance my knowledge in the field of marketing. This project has been
possible due to the support of several wonderful individuals. I would like to
thank EXECUTIVES and PSR’S with whom I interacted. All of them with their
due cooperation and motivation made the completion of this project
successful.I would like to thank them all.
Last but not the least I am highly obliged to Mr. AMIT ROY CHOWDHURY ,
Assistant General Manager HR of GREENPLY INDUSTRIES LTD. for their help
and support.
The learning during the project was immense and valuable.
Regards
RAHULSINGH
MBA IB (3rd Semester)

17216009829
PREFACE
This project report attempts to bring under one cover the
entire hard work and dedication put in by me in the
completion of the project work on ‘ANALYTICAL STUDY ON
CREAM BELL ICE CREAM COMPANYMARKET SHARES,
PRODUCTS & SERVICES & STUDY OF CONSUMERBEHAVIOUR
TOWARDS CREAM BELL ICE CREAM IN LUCKNOW MARKET’.
I have expressed my experiences in my own simple way. I
hope who goes through it will find it interesting and worth
reading.
Regards
RAHULSINGH
MBA IB (3rd Semester)
17216009829

EXECUTIVE SUMMARY
My Study will analyze customer satisfactionandperceptionabout CREAM
BELL ICE CREAM in LUCKNOW. The study of customer satisfaction,abusiness
term,is a measure of how products and services suppliedby a company
meet or surpass customer expectation.Also to find retail network size of
CREAM BELL ICE CREAM in LUCKNOW and to go through the retail networkto
know retailers viewabout supply chain of CREAM BELL ICE CREAM,to know
the complaints of CREAM BELL ICE CREAM and to find suggestions from
retailers for more penetrationof CREAM BELL ICE CREAM inLUCKNOW
region.
It is seen as a key performance indicator withinbusiness and is a part of the
four perspectives ofBalanced Scorecard.
This project report provides a bunch of knowledge about demand of
different ice-cream products of CREAM BELL and other companies as well it
also provides a detail knowledge about the consumer preference towards
different ice-cream products and companies.
There is a plenty of data analysis and conclusions are given in the research
paper regarding the study. On the basis of feedback through questionnaire
and observation method, I found that the consumers has changed their
strategy towards the ice-cream products and starts to purchase them on the
basis of their quality. As a result, there is close competition between the
companies. As each of them are increasing their products, qualities, looks
and providing better services everyday. Our analysis is based on sample
results. It was a difficult task to gather the information from respondents by
meeting them personally in order to get questionnaire filled. There was a lot
of time pressure and sometimes unwillingness ofrespondents to respond.
In today’s competitive world while entering in the market it is very
necessary to have good knowledge of the potential of a particular market.
The information regarding the activities of competitor’s existing in the

market is very essential in chalking out our own plan. It is also necessary to
retain the existing customers apart from attracting the new customers.
The project is included as a part of MBA Program andis carriedout from
5th June 2017 to 4th August 2017.
INDEX
S.NO. PARTICULARS PAGE NO.
CHAPTER
1
INTRODUCTION 1-4
CHAPTER
2
COMPANY PROFILE 5-11
CHAPTER
3
ORGANIZATION 12-18
CHAPTER
4
STUDY- DEF,OBJ,NEED,SCOPE 19-22
CHAPTER
5
RESEARCH METHODOLOGY 23-28
CHAPTER
6
PROBLEMS & LIMITATIONS 29-31
CHAPTER
7
FINDINGS, ANALYSIS,
INTERPRETATIONS
32-40
CHAPTER
8
SWOT ANALYSIS 41-41
CHAPTER
9
SUGGESTIONS /
RECOMMENDATIONS
42-42
CHAPTER
10
CONCLUSION 43-43
CHAPTER
11
APPENDIX 44-46
CHAPTER
12
BIBLIOGRAPHY 47-47

Rural – set to rise
Rural areas expected to be the major driver for FMCG, as growth continues to be high in these regions. Rural
areas saw a 16 per cent, as against 12 percent rise in urban areas. Most companies rushed to capitalize on
this, as they quickly went about increasing direct distribution and providing better infrastructure.Companies
are also working towards creating specific products specially targeted for the rural market.
1.1 INTRODUCTION TO ICE CREAM INDUSTRY [FMCG]
Basically the ice-cream business comes under FMCG sector. It refers to the Fast
Moving Consumer Goods which are non-durable and daily use products .It is
also called as consumer packed goods industry. It deals in five segments,
Personal care, Household care, Food & Beverage, Stationary and Oral care.
FMCG sector is an evergreen sector and there is no chance of downfall or huge
recession in this sector. Vast rural market, consumer’s increasing spending
power, increasing of population and entrance of MNC’s in FMCG sector are
indicate the upcoming great opportunity in this sector.
In India,the conditionof FMCG sector is very well and challenging. India is an
important market for FMCGplayers. The fast moving consumer goods (FMCG)
segment is the fourth largest sector inthe Indian economy. The market size of
FMCG in India is estimatedto grow from US$ 30 billionin 2011 to US$ 74 billion
in 2018.
Food products is the leading segment,accounting for 43 per cent of the overall
market.Personal care (22 per cent) and fabric care (12 per cent) come next in
terms ofmarket share. Penetrationlevel as well as per capita consumptionin
most product categories like jams,toothpaste,skincare,hair wash etc in India is
low indicating the untapped market potential. Bargaining in Indian population,
particularly the middle class and the rural segments,presents an opportunity to
makers of branded products to convert consumers to branded products. Growth
is also likely to come from consumer 'upgrading' in the maturedproduct
categories.With70% ofINDIA's people expectedto shift to processedand
packaged food by2020.
by RAHUL SINGH , MBA-IB , 3rd
Semester , IMS- University Of Lucknow ‘2017

Urban trends
With rise in disposable incomes,mid- and high-income consumers in urban areas have shifted their purchasing
trend from essential to premium products. In response,firms have started enhancing their premium products
portfolio. Indian and multinational FMCG players are leveraging India as a strategic sourcing hub for cost-
competitive product development and manufacturing to caterto international markets.
1.2 ICE-CREAM SEGMENT OF FMCG
Ice-cream is one of the most important part of FMCG sector. It comes under Food and
Beverage segment. Globally, ice cream is the most popular frozen dessert. Since the
industry is marginally capital intensive, it is very competitive. In 2014, China took over
the United States as the largest ice cream market globally. In 2015, United States, New
Zealand, Australia, Denmark and Belgium dominated the global ice cream market in
terms of consumption. Based on product, the global ice cream market can be segmented
intoimpulse ice cream, take-home ice creamand artisanal ice cream.
By RAHUL SINGH…. PAGE NO. 01

“India’s love for ice cream has come a long way from the days when a
scoop was ……….
…….. the best that
guests could expect at wedding ceremonies.”
During the year of 2000-02, there was very little demand of Ice-cream in India but as the
time passed away, the demand of Ice-cream is also increasing in India. Indian ice cream
industry is one of the fastest growing segments of the dairy or food processing industry.
Currently Ice cream market in India is estimated to be over INR 4,000 crores , and is
growing at a rate of 15-20% year-on-year. It is projected that by 2019, the market will
reach around INR 6,198 crores. India has a low per capita ice cream consumption of ice
cream at 400 ml as compared with per capita consumption of ice cream of 22,000 ml in
the United States and 3,000 ml in China. With the improving cold chain infrastructure in
the country coupled with increasing disposable income and the changing lifestyle, the
sector has great potential for growth.
In India the ice cream industry is mostly regional and there is a multitude of brands
focusing on only one or two districts or in some case only one state. There are very few
national brands and the major reason behind slow growth of the smaller players is the
high perishability of ice creamproducts.
As ice cream sales slow down in markets such as the US and the UK, where consumers
are curbing their sugar consumption, business is booming inAsia’s third-largesteconomy.
Over the past five years, India’s ice cream sales volume has increased at a compound
annual rate of nearly 13%, the fastest in the world, Mintel’s Ice Cream Global Annual
Review 2017 says. The sales volume is expected to nearly double in India from 334.4
million liters in 2016 to 657.2 million liters by 2021. And the market is likely to be worth
over $1.6 billionby then.
2.3 1.3 GROWTH OF INDIAN ICE CREAM INDUSTRY

While India’s improved cold-chain infrastructure has made it easier to transport
perishable items across the country, the ice cream boom also owes much to the evolving
consumer. While India’s improved cold-chain infrastructure has made it easier to
transport perishable items across the country, the ice cream boom also owes much to the
evolving consumer.
“ The tastepalateof Indian consumers is becoming more sophisticated, and consumers
are more willing to experiment with new flavours, although they show a preference for
the more familiar”
Over the past five years, India’s ice cream sales volume has increasedat a compound
annual rate of nearly 13%, the fastest inthe world, Mintel’s Ice CreamGlobal Annual
Review 2017 says. The sales volume is expectedtonearly double inIndia from 334.4
millionlitres in2016 to657.2 millionlitres by 2021. Andthe market is likely tobe worth
over $1.6 billionby then.
Nevertheless, at just 0.25 litres, India’s per capitaice creamconsumptiontrails far
behindthose of world leaders Norway (9.8 litres), Australia(9.4 litres), andSweden(8.9
litres). Interms of sales volume, Chinatops the global list at a whopping 4.3 billionlitres
for 2016—Indiarecordedjust over 333 millionlitres that year, Mintel says.

India'sice cream sales have a long wayto go……………………………………
CHAPTER
2

IN

CREAMBELL is an ice cream company in India, established by the RJ
CORPORATION in 2003. Creambell is located in 19 states in India. The CEO
is NITIN ARORA and the company is owned by AMAY PODDAR.
In 2003 RJ CORPORATION brought CREAMBELL ice cream to India in
technical collaboration with French Dairy major, CANDIA. Since then
Creambell has delighted the taste buds of millions with a variety of
refreshing and exotic ice cream flavours of international and traditional
nature. Creambell is one of the fastest growing ice cream companies in the
country with its foot prints in the neighbouring nations as well. It is among
the top 5 leading ice cream brands in India and is known for its quality
product innovation. Creambell boasts of 15% MARKET SHARE in the ice
cream industry, marking its presence in 19 states and being a dominant
market player in many regions in the country. Its product quality and
availability has made this brand widely acceptable in the hospitality sector,
thereby making eminent presence in various 5 star hotels. Their strategy to
make Creambell as one of the most acceptable ice cream brands is helping
them to reach every nook and corner of the territory where they operate in.
By RAHUL SINGH….
PAGE NO. 05

Creambell boasts of world class standards in the area of product quality.
Every batch of ingredients goes through stringent quality control before
taken for production. The quality standards are in consonance with
international norms, and no effort is spared to ensure that only world class
products reach the end users. Their plants are ISO 9001:2008 and ISO
22000:2005 certified.
For the last several years, Creambell has been the proud recipient of the
highest honour at the "GREAT INDIAN ICE CREAM CONTEST" conducted
by INDIAN DIARY ASSOCIATION and DANISCO. Out of 48 major Ice Cream
brands in India, awards are announced in 8 categories. Creambell has won 27
awards in all India Ice Cream contest conducted by INDIAN DIARY
ASSOCIATION (IDA) and DANISCO.
To be the fastest growing ice cream company in country over the next 5
years, by way of delighting consumers with the finest product quality and
innovation, while remaining the most preferred company for our employees
and associates.
2.3 2.2 MARKET

EARLIER CREAM BELL HEAD QUARTER WAS IN AGRA
(UTTAR PRADESH) IN 2003 , NOW IT IS SHIFTED IN
GURGAON(HARYANA).
ASIA
Creambell Ice Cream have Plants located in North & West of India, Creambell
network Present in Jammu & Kashmir, Himachal Pradesh, Punjab,
Uttaranchal, Uttrakhand, Uttar Pradesh, Rajasthan, Gujarat, Madhya Pradesh,
Maharashtra, Bihar, Jharkhand, Andhra Pradesh, Karnataka, Goa, Delhi.
AFRICA
Creambell Dairy have Plants located in KAMPALA (UGANDA) and NAIROBI
(KENYA), Selling networks are present in Sri Lanka, Ethiopia, Uganda, Kenya,
Central African Republic, Rwanda, Congo, Burundi, Tanzania, Angola, Zambia,
Nigeria, Egypt, Sudan, Yemen, Oman, Saudi Arabia, Israel, Lebanon, Mauritius
Countries. Largest Selling Fresh & UHT milk in Uganda & Significant share of
the Yoghurt Business. Whole Milk Powder & Skimmed Moreover, RJ Corp
(India) is a joint venture organization which is working in conjunction with
“Sameer Agriculture & Livestock Ltd”. They entered in to an
agreement with the Government of Uganda that came into effect from 1
August 2006 so as to lease the assets of Dairy Corporation, Kampala. Sameer
Group is a leading economic force in East Africa, with major investments and
successful operating companies in all key business.
2.3 2.3 PRODUCTS INFORMATION

The above are the latest products of company .All the products are
running in the market with a good potentiality.
There are some other products which can be given as follows:

CREAM BELL also have a new range of different and innovative
products in market as per their rising demands , they have a huge
demand among the consumers. They are:
Soon , CREAM BELL will launch their milk pouches in the market.

The story of RJ CORP began more than two decades ago, when the foundation of the
group was laidin early nineties. Withavisionthat has always remainedahead of the
times, the dynamic leadershipof Mr. RAVI KANTJAIPURIA has takenRJ CORP to
commendable heights. The group has oftenbrokennew grounds and venturedintonew
areas throughstrong strategic alliancesandacquisitions.
Today, RJ Corp is a powerhouse multinational with thriving
businesses in beverages, fast food restaurants, ice cream, dairy
products, breweries, healthcare, real estate and education. In
terms of geographical presence, the RJ Corp footprint is
spread across India and the group also has businesses in
Nepal, Sri Lanka, Morocco, Zambia, Nigeria, Rwanda, Uganda,
Thailand, Dubai and Australia. With a special emphasis on
Africa, RJ Corp is expanding its presence into other African
nations as well.
2.4 BUSINESS OVERVIEW

Seeking out the best in the worldand bringing it home throughsuccessful alliances - that
is the pioneering spirit at the core of RJ Corp's triumphs. Time and time again, RJ Corphas
forgedmutually beneficial partnerships, createdhuge opportunities, andopenedupnew
markets and market segments. They practicedthe art inIndia first, and now they're
taking it tothe world.
CHAPTER
3

CREAM BELL is a divisionof DEVYANI FOOD INDUSTRIES PVT
LTD. Which comes under parent organization JAIPURIA GROUP.
Devyani Food Industries Pvt Ltd. Is an associate company of RJ.
CORP which is a subsidiary of JAIPURIA GROUP.
JAIPURIA
BEVERAGES &
FOOD
INDUSTRIES
PVT. LTD
PEARL
DRINKS LTD.
VARUN
BEVERAGES
DEVYANI
INTERNATIONAL
LTD
VARUN BEVERAGES
INTERNATIONAL
LTD
DEVYANI FOOD
INDUSTRIES
PVT. LTD.
3.1 ORGANIZATION CHART

DIAGNO LABS
PVT. LTD.
GOA BOTTLING
COMPANYPVT.
LTD. CRYOVIVA
INTERNATIONAL
PTE. LTD.
VIRAG JOSHI
PRESIDENT & GROUP CEO OF DEVYANI INTERNATIONAL LIMITED
THOUGHT LEADERS
DR. V P SINGH
ExecutiveDirector- Human Resources {DIL}

DEVYANI INTERNATIONAL LIMITED (An associate company of RJ Corp- largest
bottler for Pepsico- with interests in Beverages/Food/ Beer/Milk/ Ice-cream/
Stem-cell/ Real Estate/ Education) is the fastest growing, customer centric,
profitable player in the Indian retail F&B sector, with presence in different
space zones cutting across Indian subcontinent, Nepal and Nigeria. Devyani
International Limited currently has a visibility of 500+ outlets of Pizza Hut,
KFC, Costa, Vaango and many other brands.
Devyani International Limited is the largest franchisee for Pizza Hut, KFC
AND Costa Coffee in India.
Every operation at Devyani International Limited is governed, regulated and
activated by the Mission Statement: "To be a people centric, customer
focused and process driven operations, striving for excellence , day in day out
with a beat year ago and turnaround mentality".
Devyani International Limited envisions to be the best restaurant company in
India for customers and employee alike. Devyani International Limited has a
passionate and committed team; and it has strong intentionality and method
to realize this vision, for sure. Devyani International Limited leverages some
powerful management tools to drive its' operations. Some of these tools and
processes include Balance Score Card, Employee P & L, Bench-planning and
Voice of Champions. With aggressive growth strategy in place, Devyani
International Limited is irrevocably committed to being a "people centric,
customer focused and process driven operations, striving for excellence with a
turnaround mentality. Devyani International Limited continued to vigorously
pursue its journey to be the best for customers- both internal and external.
MR. ARJUN VERMA
Executive Director & CFO {DIL}
3.2 ABOUT THE COMPANY - DIL

VISION
To be the most preferred restaurant company for people and customer alike.
MISSION
To be people centric, customer focused & process driven operations striving
for excellence day in and day out with a beat year ago & Turnaround
Mentality.
VALUES: Ownership
Devyani International Limited value encourages demonstration of proactive
approach, care and concern for utilization of all available resources, recurring
personal initiatives and information sharing.
VALUES: Customer First
Devyani International Limited Value is about delighting- not only satisfying-
both internal and external customers, walking an extra mile to meet
customer's expectations; By being passionate about maniacal service delivery
and recognizing and fulfilling interests of all stakeholders.
VALUES: Profitability
This value is aligned to enhance resource efficiency and effectiveness.
VALUES: Growth
3.3 AIMS & OBJECTIVES - DIL

At Devyani International Limited the continuous focus is towards visible
action for overall development; leveraging opportunities to enhance 'canvas'
of operations.
In view of the changing consumer preferences and expectations, at
Devyani International Limited, they use the guest touch point model that
focus on the PRODUCT (INNOVATION) , AMBIENCE (REFRESHING STORE
LOOK), BRAND COMMUNICATION (IN STORE COLLATERALS), SERVICE
(FRIENDLY AND EFFICIENT), and overall giving a WOW experience to all the
customers.
Devyani International Limited always had the right blend of experience in
managing world class brands to enhance the customer experience and
deliver unprecedented value to their partners and customers like. The below
achievements explains their commitment towards delivering quality food
and service along with continuous innovation:
 Largest franchisee of YUM INTERNATIONAL IN INDIA
 Largest franchisee of PIZZA HUT IN INDIA
 Largest franchisee of KFC IN INDIA
 Master Franchisee of COSTA COFFEE IN INDIA
Successfully building and running their own brands, VAANGO, FOOD STREET
and FOODIES BAR.

3.4 AWARDS

DEVYANI INTERNATIONAL LIMITED is glad to have taken
the initiative of hiring differently able people and will continue
with this endeavor.
Devyani International Limited coverage in the
'Smart Manager' magazine of an interview with Mr. VIRAG JOSHI: (May-
June2011)
3.5 SPECIAL INITIATIVES

CHAPTER

4
4.1 STUDY : DEFINITION

Opportunities of Cream Bell in Indian ice-cream sector refers
to the current demand and future growing possibilities of
Cream Bell ice-cream in India. Like other countries e.g.- USA,
UK, France etc. in India, the demand of ice-cream is also
increasing day per day. So, for this purpose, many national and
international companies has been started their business in this
sector (ex- Baskin Robin , Amul, Mother Dairy, KW{HUL}
etc.).Cream Bell is a ice-cream brand of Devyani food
industries India. Ltd. It is a one of the major brand in the field
of the ice-cream business. Present time, it occupies 4TH position
in market with a market share of more than 15%. Day per day,
it’s progress is increasing and it is on the way to capture a good
position in the market .In my study, I have captured all major
surveys, data collection, tests, requirements and demands of
both consumers and vendors, and at last I have came to a
position to give my report on the future opportunities of cream
bell in India.
4.2 STUDY : OBJECTIVE

1. MARKET ANALYSIS
 To know the actual market position of Cream Bell ice-cream.
2. RETAIL NETWORK ANALYSIS
 To find the distribution GAP in the market.
 To create proper brandingfor existing outlets and convert new
outlets for CREAM BELL.
3. RETAILERS ANALYSIS
 To check the awareness as well as level of satisfaction of retailers
with distributors & the company.
4. CONSUMER BEHAVIOR & OVERALL SATISFACTION
LEVEL ANALYSIS
 To know awareness of people towards Cream Bell.
 To know the factors which affects consumer’s buying
behaviour to purchase ice-cream.
 To know the preference of Cream Bell ice-cream with
comparison to other competitive brands.
 To know in which segment ice-creams are mostly
like/preferred.
 To know which advertisement toolis mostly preferred by
people.
5. COMPETITOR ANALYSIS
 To analyse the competitors activity and profit margin
through retailers.
 To know about Branded & Non-Branded players in market.
6. SWOT ANALYSIS
 Strength , Weakness , Opportunities , Threat
4.3 STUDY : NEED

Managers are always curious about the position of their company’s
products in the market which largely depend upon the company’s
goodwill, and the position of their brand. In order to maximize the
sales and profit, company must deliver outstandingsatisfaction to the
retailers, wholesaler & customers.
So market survey of retailers, wholesalers & customers is required to
chart out the position of the company as compared to the competitors.
It helps the organization to find out if the brand is being sold most by
the retailers along with their stocking and also consumers buying
preferences.
The need of my study can be given as follows:
1. To know about the increasing demand of ice-cream among people.
2. For determining the future position of Cream Bell in India.
3. To know about the current market capitalization of Cream Bell in
market.
4. To determine about the consumers perception about the products
of Cream Bell.
5. To know about the consumer’s behavior upon Cream Bell.
4.4 STUDY : SCOPE

With a population of 1.324 billion people, India is a big market for
FMCG companies and now a day’s specially, the ice-cream industry is
very wide and challenging. There is a lot of opportunities in this sector
for any company .This study captures all the information’s and data’s
regarding the present market scenario of ice-cream industryof Indian
market as well as the condition of Cream Bell in this scenario. This
report provides the major suggestions regarding the improvement and
growth of the company.
The major scopes of this study can be given as follows:
1. Vast semi –urban market :-
Semi urban area is a new and most important market for ice-cream
trade.
2. Increasing trend of ice-cream in India :-
In India, the trend of ice-cream is increasing day per day. Every people
likes to prefer ice-cream as a breakfast, food after lunch and as a mean
for changing of taste.
3. Good Market :-
In INDIA, there is a good market for ice-cream which is benefit for any
growing company.
4. Competition :-
There are very few competitors in this segment which is good for
entrance of new and unknown company in the market.

CHAPTER
5
5.1 DATA COLLECTION METHOD & SOURCE
SOURCEa

The research was conducted from 5th June 2017 to 4th August,2017.
The research included meetings with the retailers, consumers and
distributors/Psr’s.It included preparation of the questionnaire to be
answered by above people for knowing the competitive position of
CREAM BELL in the ice cream market. The views of the above parties
were recorded in the research as per the questionnaire set by us.
Research type was descriptive & comparative. I have collected the
primarydata through questionnaire which was filled by retailers,
consumersand distributors/Psr’s. Questions were both open and
close ended. The secondary data was collected from the text books,
magazines, journals, websites.
1. PRIMARY DATA
 Self administrated questionnaire
 Retailers ,End users, distributors/Psr’s interview
2. SECONDARY DATA
 Text books , Magazines , Journals , Websites
“As the questionnaire is self administrated one, the survey is kept simple
and user friendly. Words used in questionnaire are readily understandable
to all respondent. Also technical jargons are avoided to ensure that there is
no confusion for respondents.”
5.2 SAMPLE DESIGN

Sample design is a definite plan of obtaining some items from the
whole population. The sample design used in this project is two
state samplingi.e. CLUSTER SAMPLING AND CONVENIENCE
SAMPLING. The whole city was divided into some geographical
areas and I have visited mostly all the areas of trans gomti and old
lucknow with 6 Psr’s. Sampling done is probability sampling. The
type of sampling method was Judgment sampling.
1. CLUSTER SAMPLING
Here the whole area is divided into some geographicalarea and a
definite number of distributors, retailers and consumers were to be
surveyed.
2. CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience
and according to convenience,I visited Garden, Parks, Temple,
Superstores, Malls, Theatres and Gymnasium.
In the probability sampling methods, each items in the sample is
chosen one at a time from a complete list of universe elements. In
marketingresearch practice, it will sometimes be more expedient
to select clusters or groups of universe elements, rather than to
choose sample items individually. Sampling methods in which
universe elements are chosen in groups -rather than individually -
are called cluster-samplingmethods. They are widely used in the
samplingof human populations.When no complete universe listing
exists, a type of sampling is called area samplingmay be the only
practically feasible form of probability sampling.
SAMPLE UNIT:

All class working & non -working people, teenagers and kids are
included both the genders i.e. males and females irrespective of
their education level , taste and preference.
SAMPLE SIZE:
371
SAMPLE REGION:
LUCKNOW {trans gomti & old}
5. 3 UNIVERSE

UPPER CLASS SOCIETY
• INCLUDES BOTH THE WORKING & NON-
WORKING GENDER-MALE & FEMALE
• AGE GROUP - 20 TO 80
UPPER MIDDLE & MIDDLE
CLASS SOCIETY
LOWER MIDDLE & LOWER
CLASS SOCIETY
TEENAGERS & KIDS , INCLUDE BOTH
MALE & FEMALE , AGE GROUP - 12 TO 19
5.4 RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of toothpaste people use, what they
think of, television commercials, or why they buy particular brands of
cars, the natural procedure is to ask them. Thus, the questionnaire
method has come to be the more widely used of the two data
collection method. Many consumers are now familiarwith the
telephone caller who greets them with “We are making a survey”,
and then proceeds to ask a series of questions.Some interviews are
conducted in person, others by telephone, and others by mail. Each
of these has its special advantages and disadvantages and limitations.
The questionnaire method in general, however, has a number of
pervasive advantages and disadvantages. Discussion of particular
variations will be more meaningful if these characteristics of the
general methods are brought out first. A questionnaire consists of list
of questions to be asked from the respondents and the space
provided to record the answer / responses.Questionnaire can be
used for the personal interviews, focus groups, mails and telephonic
interviews. The choice among these alternatives is largely
determined by the type of information to be obtained and by the
type of respondents from whom it is to be obtained. The common
factor in all varieties of the questionnaire method is this reliance on
verbal responses to question, written or oral. Questionnaire in the
project consists of: Multiple choice questions, Dichotomous .
 MULTIPLE CHOICE QUESTIONS:
Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. It also simplifies
the tabulating process.

OPEN END QUESTIONS:
In this type respondents are free to answer in their own words and express
the ideas they think are relevant, such questions are good as first questions or
opening questions. They introduce the subject and obtain general reaction.
DICHOTOMOUS:
These are the questions which are Boolean in nature. These answers
are straight forward and respondents have to answer them in a
straight way. That means the answer can only be either “YES” or
“NO”.

CHAPTER
6
6.1 PROBLEMS OF CREAM BELL

1. POOR DELIVERY SYSTEM :
It is a biggest problem of our company in the concern area. More of the
storekeepers are unsatisfied with the delivery system of our distributor in the
area . Many retailers complain is that they pay the distributor all amount in
advance but in spite of it he is not providing them products within time. As
the result, many time they have faced major problems. So, they are bound to
give the product of other company.
2. LIMITED NO. OF COMPANIES BANNERS AND
HOARDINGS:
Our company’s publicity is also limited. Our latest products have a good
market demand but due to unawareness in the consumers, their selling is not
increasing. The stores of old lucknow, are in very congested areas, so there is
a need of good advertisement in the areas. Almost all the retailers’ demands
for the banners and glow shine hoardings of latest products.
3. BEHAVIOUR OF OUR DISTRIBUTOR:
Most of the retailers of lucknow is not satisfied with the behaviour of our
distributors.
4. LESS NUMBER OF SALES/DELIVERY PERSONS WITH
DISTRIBUTOR:
Our distributors have very less number of delivery persons which is a turning
point. Due to this, they are unable to fulfil the total demand of the retailers at
the time.
5. OTHER PROBLEMS:
 Less promotion of new products including tubs , and cakes.
 Occupancy of market of existing big branded players like KW,
AMUL ,VADILAL and entrance of the other INDIAN brands like
DOLCE ,TOP N TOWN etc.

 Local player’s market occupancy is more in semi urban areas.
 People are becoming more health conscious in urban areas and
avoiding high calorie items.
 CREAM BELL having less health conscious products.
 Competition with flavoured frozen yoghurt.
 Retailers are not satisfied discount margin, their pending damage
claims.
 Other companies are providing deep freezer at free of cost but
not the cream bell.
6. AVERAGE SALE OF CREAM BELL AT A REGULARSTORE IN
LUCKNOW:
The average sale of cream bell at a regular store in LUCKNOW is Rs.
1000/day.
6.2 LIMITATIONS

 Limited time available for interviewing the respondents. As a result
of this, it was not possible to gather full information about the
respondents.
 When I interviewed children and teenagers, sometimes they use to
give answers under the influence of their parents or elders.
 Sometimes people have different psychology regarding the ice
creams.
 As summer training is going under summer season so sometime
people are less interested in filling up questionnaire.
 Sometimes the problem which I face is language problem for which
I have to make them understand.
 Non-cooperative approach and rude behavior of the respondents.
 If the respondents answer does not falls between amongst the
options given then it will turn up to be a biased answer.
 Sometimes people have priority regarding the selected brands only.
 & many more uncountable hurdles
CHAPTER

7
7.1 MY FINDINGS

During the survey it was found that still there are 10% people
who have not tasted Cream Bell ice-cream.
Lack of Awareness in consumers.Many people don’t know
about Cream Bell Ice-cream specially children and
teenagers.
When I interviewed people then many of the people cannot
recall Cream Bell Ice-Cream’s advertisement. It shows Lack
of Advertisement or Advertisement is not timely given or
advertisement is not given properly.
In its advertisement they are not using any brand ambassador
which attracts all age group people like Kwality walls.
There is lack of Sales Promotional Activities i.e. free tattoo, extra
weight, toys ,quiz contest etc.
7.2 ANALYSIS & INTERPRETATIONS

INFORMATION REQUIRED :
 First, I had to know about all the competitors present in the ice-
cream segment (Reputed and well established brands as well as
Local brands).
 Before going for the survey I had to know the comparative packs
and prices of all the competitors existing in the market.
 Since ice-cream is a product that attracts children and
youngsters hence I had to trace the market and segment it,
which mainly deals with people of various age groups.
 As ice-cream is in different varieties, the main information
needed is the various types of ice-cream available in the market,
their calorific value and various other facts.
 As Cream Bell ice-cream’s advertisements are mainly done
through hoardings but on television the advertisement is being
telecasted timely and on the proper time or not.
TABLE 1: FACTOR ANALYSIS

There are a sample of 30 respondents who has been interviewed and were
asked to indicate their degree of agreement with the following segment
using as even point scale.
(1 = strongly disagree , 7 = strongly agree).
X1 = Cream bell ice-cream is very cheaper.
X2 = The taste of all varieties of cream bell is outstanding.
X3 = Quality of cream-bell is best.
X4 = It is most important to buy a ice-cream that is made
from pure milk.
X5 = I prefer ice-cream that is not melt easily.
X6 = An ice-cream should available at any place.
RESPONDENT X1 X2 X3 X4 X5 X6
1 7 3 6 4 2 4
2 4 5 7 7 3 4
3 6 6 4 3 7 6
4 5 6 4 3 5 4
5 7 5 6 7 6 5
6 4 3 7 6 5 5
7 6 3 7 5 6 4
8 7 5 6 3 4 5
9 6 5 7 3 4 6
10 5 6 4 7 6 4
11 5 7 6 4 5 6
12 6 5 7 4 6 4
13 3 6 2 7 6 4
14 6 4 7 3 5 4
15 7 3 2 5 5 6

RESPONDENT X1 X2 X3 X4 X5 X6
16 7 3 6 4 2 4
17 4 5 7 7 3 4
18 6 6 4 3 7 6
19 5 6 4 3 5 4
20 7 5 6 7 6 5
21 4 3 7 6 5 5
22 6 3 7 5 6 4
23 7 5 6 3 4 5
24 6 5 7 3 4 6
25 5 6 4 7 6 4
26 5 7 6 4 5 6
27 6 5 7 4 6 4
28 3 6 2 7 6 4
29 6 4 7 3 5 4
30 7 3 2 5 5 6
INTERPRETATION :-
The above table is showing the responses of different respondents on the
basis of six different criteria’s. These are the crucial factors for the company
and it’s strategies.

TABLE 2 :COMPARITIVE ANALYSIS OF OUR
COMPANYWITH OTHERS
NOTE: ( *****- Outstanding/****- very good/***- good/**- average/*-
bad)
PARTICULARS KW MD AMUL CB OTHER
1. BANNERS AND
POSTERS
***** *** ** ** **
2.BRANDING ***** *** *** *** *
3. CANOPY ***** *** ** *** *
4.REPAIR AND
MAINTENANCE
***** ** ** ** *
5.PUNTUALITY AT
CONCERN PLACES
***** *** * ** *
INTERPRETATION :-
So as per given in the above table, it clears all the story. In all the
points , Kwality Walls is far ahead from other companies. That’s a
reason to grow faster of them .Their banner and poster is more than
us, their branding is very good where as our branding is not much
good to them, their canopy’s condition is far better than us, their
vendor reaches their place of selling far early than us.

TABLE 3: PERFORMANCE OF TOP COMPANISE OF ICE-CREAM
IN INDIA {COMPARISON WITH COMPETITORS}
There are good competitions in this trade. From the last 5 or 6 years, there
are many companies has been entered in this trade. These companies
include some local and some MNCs. HUL, Baskin Robbins are some MNCs
which are doing a good job in this trade and continuously on the way to
capture the maximum share of the market. Some domestic and big
companies like Mother Dairy, Amul etc are also at the peak position of the
market. We can compare Cream Bell with these companies through
following different tables.
INTERPRETATION :-
As per givenin the above table, the market share of HUL has more than 35% share of
total ice-creamindustry whichis followedby mother dairy, Amul and Cream bell. More
than 70% people knows about HUL’s product Kwality walls, approx same thing with
Mother dairy and Amul. 40% people are aware about Cream Bell in India. In the last
quarter, the total increase inthe profit of HUL’s ice-creamsector is 22% followedby
Amul and Mother dairy with19% and 17%. The net profit growthof Cram Bell is more
than all the major companies with36%. The selling and revenue is alsogrowing for all
the companies. HUL’s Kwality wall’s selling is increasedby 31% at the same time, the
growthof Mother Dairy is 22.4% , Amul 20% and Creambell is 19.6%.
0
10
20
30
40
50
60
70
80
HUL MD AMUL CB OTHERS
MARKET SHARE %
GROWTH IN PROFIT %
GROWTH IN SELLING %
CONSUMER AWARENESS %

TABLE 4: MARKET SHARE OF DIFFERENT COMPANIES
{RETAIL}
INTERPRETATION :-
As per given in the following above table, Amul is the leading company in the
trade of ice-cream in retail. It has occupies 30% of the market share.
Company’s major sale comes from vending, in the retail, it is also performing
well. Mother dairy occupies second position in the market share of ice-cream
in Lucnow. It has occupied 25% market share. Kwality walls, such a good
brand is also performing a good role in the market. It has occupied 21%
share in the ice-cream trade. Now it’s time to Cream Bell , As earlier it is said
that it not too much old company, but in spite of it, it has been occupies a
good position in the market. Present time it is at 4th
position with 15% of
market share. The last 9% market share has been occupies by some other
companies.
0 5 10 15 20 25 30
AMUL
MD
KW
CB
OTHER
%
%2
%3

TABLE 5 : REPORT OF CREAM BELL’S TARGET MARKET
{AWARENESS IN CONSUMERS}
The above all the data collection was related to all the ice-cream industry.
Now these collections are for the Cream Bell. This can be delivered as
follows:
Have you ever tasted Cream Bell Ice-cream?
Yes 90 % No 10 %
INTERPRETATION :-
As per given in the above table, there are approx 90% people are aware
about Cream Bell. But still 10% people are available in the market who
does not know about Cream Bell. So, the company has to take steps to
captures these 10% peoples.
TASTED
YES
NO

TABLE 6 : DIFFERENT CRITERIA FOR SCALING OF CREAM BELL
ICE-CREAM
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE 07% 30% 43% 20%
SWEETNESS 20% 14% 20% 46%
PACKAGING 20% 21% 29% 30%
TASTE 12% 16% 23% 49%
SCHEMES 05% 20% 45% 30%
AVAILABILITY 12% 28% 42% 18%
INTERPRETATION :-
The above table is showing the overall performance and criteria of scaling for
an ice-cream by a consumer. The consumer are more satisfy with the price,
taste, and different schemes of cream bell. There is little bit problem arise
with the availability of the products at the time.
By RAHUL SINGH….
PAGE NO. 40

CHAPTER
8
8.1 SWOT ANALYSIS

• CB ice creams are available in reasonable prices.
• Known for product quality.
• Strong presence of parent company in India.
• The Brand is almost generic to their product
category.
• Wide variety of unique ice cream flavors.
STRENGTHS
• The durability of ice-creams is not really good
• it melts very soon
• The industry has a complex supply chain
management and the main issue is traceability
• Domestic business as well as many international
markets are thriving
WEAKNESS
• They can come up with new flavors
• They should focus more on their advertising and
marketing strategies
• They should come up with offers for purchase of
ice-cream in whole market
• Efforts to exploit export potential are already on
OPPORTUNITIES
• Currently, the threat of new viable competitors
• Foreign players entering the market
• Consumer buying power also represents a key
threat in the industry
• Consumers can easily switch to other substitutes
with little cost or consequence
THREATS

CHAPTER
9
9.1 SUGGESTIONS / RECOMMENDATIONS

1. INTRODUCTION OF SOME ATTRACTIVE SCHEMES
It is a very popular policy to improve the sale. Here the attractive scheme
refer to the schemes which emotionally attract the consumers towards the
products like, buy a BRICK OR TUB and get a brick/tub free, buy a fantasia
cone and get a mango stick free etc. The period of such type of schemes are
very less (1 or 2 months) it should be extended more, but they are very
attractive and able to gain the interest of consumer.
2. “JUST ONE CALL”
It is a major initiative. We must be provide our consumers and retailers a hot
number on which they can call any time and give their demand. Our delivery
person will provide them free delivery at their home but order should be
more than Rs. 100.
3. PUBLICITY AT MALL, SUPER MARKET ,BUS STANDS AND BUSY METRO
STATIONS
The boards and banners should be placed at mall , super markets ,major bus
stands and vital metro stations of Delhi.
4. Company should use brand ambassador which attracts each age segment
5. Company should introduce sales promotion schemes
Like free weight, pranky, tattoo, contest, free gifts etc.
6. Advertisement can be done with the help of animations that attracts children
and teenagers because ice-cream are consumed largely in this segment.

CHAPTER
10
10.1 CONCLUSION
By RAHUL SINGH….

As we know that Devyani Foods Industry is very big organization and market
leader in food products. It has maximum market share in ice-cream, which
are its main/core products. With the help of research, company can find out
its week points in ice-cream product and can increase their market share
through rectified mistakes. People believe in Cream Bell’s product and they
will accept its ice-cream also if effective actions were taken.
The survey resulted into following conclusions:
 Cream Bell must come up with new promotional activities such that
people become aware about Cream Bell’s Premium like Ice-cream Cake,
Tub, Premium bricks etc.
 Quality is the dominating aspect which influences consumer to
purchase CreamBell product, but prompt availability of other chocolate
brands and aggressive promotional activities by others influences the
consumer towards them and also leads to increase sales.
 In comparison to Cream Bell ice-cream, the other players such as
Amul, MotherDairy, and Kwality Walls provide a better availability
and give competition to the hilt.
 People are mostly satisfied with the overall quality of Cream Bell ice-
cream, but for the existence in the local market Cream Bell must use
aggressive selling techniques.

DATE /DAY :__________________________
CHAPTER
11
11.1 QUESTIONNAIRE

Q1. DO YOU KEEP THE ICE-CREAM OF CREAM BELL?
A) YES__ B) NO__ C) CONFUSED__ D) NEVER__
E) FIRST TIME__
Q2. WHICH IS YOUR LARGEST SELLING ICE-CREAM BRAND?
A) CREAM BELL__ B) KWALITY WALLS__ C) MOTHER DAIRY__
D) AMUL__
Q3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS?
A) PREMIUM __ B) CONE__ C) CUP__ D) STICK__
E) OTHERS__
Q4. WHICH COMPANY’S DEEPFREEZER YOU HAVE TAKEN?
A) CREAM BELL__ B) AMUL__ C) K.W__ D) M.D__
E) OTHERS__
Q5.WHAT IS YOUR DAILY SALE OF ICE-CREAM?
A) BELOW Rs.1000 __ B) Rs1000 TO 3000__ C) Rs.3000 TO Rs.5000__
D) Rs.5000 TO Rs.10000__ E) ABOVE Rs.10000__
Q6. WHAT IS YOUR DAILY SALE OF CREAM BELL?
A) BELOW Rs.1000 __ B) Rs1000 TO 3000__ C) Rs.3000 TO Rs.5000__
D) Rs.5000 TO Rs.10000__ E) ABOVE Rs.10000___
Q7. DO YOU AWARE ABOUT CREAM BELL’S LATEST PRODUCTS?
A) YES__ B) LITTLE BIT__ C) NOT MUCH__
D) NO__ E) NEVER__

Q8. WHAT IS THE RESPONSE OF CONSUMER’S TOWARDS CB’S
LATEST PRODUCTS?
A) OUTSTANDING__ B) VERY GOOD__ C) GOOD__
D) AVERAGE__ E) BAD__
Q9. WHAT IS CONSUMER SATISFACTION FROM CREAM BELL?
A) STRONGLY SATISFY__ B) SATISFY__ C) AVG. SATISFY__
D) LOWER SATISFY__ E) UNSATISFY__
Q10. ARE YOU SATISFIED WITH THE DELIVERY SYSTEM OF
DISTRIBUTOR?
Q11. ARE YOU SATISFIED WITH COMPANY’S POLICY?
Q12. HOW DO YOU SCALE YOUR ICE-CREAM?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE
SWEETNESS
PACKAGING

SOFTNESS
SCHEME
AVAILABILITY
CHAPTER

12
S.NO DATA SOURCE ADDRESS
1.
CREAM BELL http://www.creambell.com/home_ani.php
12.1 BIBLIOGRAPHY

2.
DEVYANI
INTERNATIONAL
LIMITED
http://dil-rjcorp.com/Default.aspx
3.
VARUN BEVERAGES –
RJ CORP.
http://varunpepsi.com/
4. QUARTZ INDIA https://qz.com/india/
5.
THE
ECONOMIC
TIME
https://economictimes.indiatimes.com/topic/
Creambell-Ice-Cream
6.
THE
HINDU
BUSINESS LINE
http://www.thehindubusinessline.com/news/national/
creambell-launches-operations-in-tn/article9589734.ece
7.
BUSINESS
STANDARD
http://www.business-standard.com/article/pti-
stories/devyani-food-to-invest-rs-275-cr-on-creambell-
expansion-115041200135_1.html
8.
SOCIAL
NETWORKING
SITES
FACEBOOK , TWITTER , YOU TUBE , GOOGLE+
9.
GOOGLE https://www.google.co.in
10.
WIKIPEDIA
https://en.wikipedia.org

RAHUL SINGH
MBA-IB 3rd
Semester
17216009829
SummerInternshipStudentfrom
LUCKNOW UNIVERSITY –
INSTITUTE OF MANAGEMENT SCIENCES
Year 2016-2018

CREAM BELL PROJECT BY RAHUL SINGH

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