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Group 9 – The Phoenix
TO STUDY THE FACTORS
BECAUSE OF WHICH
MARKET SHARE OF CREAM
BELL IS LOW
PLAN OF THE PRESENTATION
1. Introduction
2. Literature Review
3. Research Methodology
4. Analysis
5. Findings
6. Recommendations
7. Limitations
8. Bibliography
INTRODUCTION
ICE CREAM MARKET
$61.6 billion in terms
of retail value or 15
billion liters in terms
of volume.
ASIA-PACIFIC - $13 billion- retail value
or 5128 million liters of volume
INDIA- ICE CREAM INDUSTRY is worth
Rs 2000 crores growing at 12%
BUT!!!!! ARID CLIMATE
LARGEST GROWING YOUTH POPULATION
PER CAPITA CONSUMPTION OF ICE
CREAMS IN INDIA IS JUST 300 ML
PER ANNUM.
22 liters 18 liters
14 liters
WORLD AVERAGE-PER CAPITA CONSUMPTION
OF ICE CREAMS IS 2.3 LITERS PER ANNUM
STIFF COMPETION FROM. . . . . . . .
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
ICE CREAM MARKET IN INDIA WORTH 2000
CRORES
BRANDED ICE CREAM MARKET- 800 CRORES
UNBRANDED ICE CREAM MARKET- 1200 CRORES
VANILLA, STRAWBERRY AND CHOCOLATE
ALONE OCCUPY 60 %OF THE MARKET.
OWNED BY DEVYANI FOOD INDUSTRY UNDER
RK JAIPURIA GROUP.
NASCENT- JUST EIGHT YEAR OLD
PRODUCT PORTFOLIO
CUPS
CONES
DOUBLES
DOLLIES
SUNDAE
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
LITERATURE
REVIEW
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
GEOGRAPHIC SEGMENTATION
(BASED UPON REGION)
North
30%
East
10%West
45%
South
15%
Sales of Ice Cream across India
GEOGRAPHIC SEGMENTATION
(BASED UPON CITIES)
Metopolitian
Cities (6)
65%
Non Metro
Cities
35%
Sales of Ice Cream across India
PEOPLE ARE BECOMING HEALTH CONSCIOUS
CREAM BELL HAS NO PRODUCT FOR HEALTH
CONSCIOUS
71 % of Indian take notice of
pack-aged goods' labels
containing nutritional
information compared to two
years ago which was only 59%.
AC NIELSEN
THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS A
GROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)
COMPETITION
FROM FROZEN
YOGHURT
•Introduction of DESIGNER
ice creams
•Sweet-shaped ice creams
Mango Barfi ice-cream with a base of malai and
nuts and kesar bhog with golden foil
PAAN SHAPED ICE CREAM
ACCORDING TO RESEARCH CONDUCTED BY
Mr. Brojesh Kumar of Skyline Business
School (IIM A ALUMINUS)…………………
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
Factors that
affect Retailer’s
motivation to
keep the brand
INSTALLATION OF
DEEP FREEZER-
HIGH INITIAL
INVESTMENT
1
HIGH RETAILER
MARGIN
2
3
PRODUCT RANGE
RESEARCH
METHODOLOGY,
ANALYSIS & FINDINGS
PROBLEM
DESPITE BEING LAUNCHED
WELL, CREAM BELL IS NOT ABLE
TO GAIN MARKET SHARE AND
CUSTOMER’S SHARE OF MIND.
OBJECTIVE
TO STUDY THE FACTORS BECAUSE
OF WHICH MARKET SHARE OF
CREAM BELL IS LOW
HYPOTHESIS
H0 –EQUAL VARIANCE
H0 - U1= U2= U3(EQUAL MEANS)
U1,U2, U3 = MEAN OF CREAM
BELL, AMUL AND KWALITY WALLS
RESPECTIVELY FOR
VARIETY, AVAILABILITY, ADVERTISING
AND PACKAGING
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
Children
25%
Aged
15%
Young
60%
SAMPLE TYPE
BLIND TEST
BLIND TEST TO CHECK CREAM BELL’S
TASTE
Hypothesis-
Accepted
P-value=0.19
Amul and
CreamBell
AMUL AND
CREAMBELL HAVE
SIMILAR TASTE
BLIND TEST TO CHECK CREAM BELL’S
TASTE
Hypothesis- Rejected
P-
value=0.00129
Kwality and
CreamBell
CREAM BELL HAS
BETTER TASTE AS
COMPARED TO
KWALITY WALLS
Since ICE CREAM falls under
impulse buying
behaviour and Prices
are Market based-
PRICE/QUANTITY ratio
plays a major role.
We should highlight this fact
through Market Communication.
RESEARCH
ON PRICE
VANILLA
Brand Quantity Price
Kwality walls 19 gm Rs 5
Cream bell 23 gm Rs 5
Amul 22 gm Rs 5
CHOCOBAR
Brand Quanti
ty
Price
Cream bell 42 gm Rs 10
Kwality walls
Amul
20 gm
38gm
Rs 10
Rs 10
CREAM BELL HAS THE BEST PRICE
Cream bell is offering
110%more quantity as
compared to Kwality walls
and 10 % more as
compared to Amul
Cream bell is offering
21%more quantity as
compared to Kwality walls
and 15 % more as
compared to Amul
CREAM BELL:-India’s Best Ice Cream
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
SURVEY RESULTS
10 % of our
sample hadn't
heard of cream
bell before
90 % of our
sample didnot
know that Saif Ali
Khan was the
Brand
Ambassador of
Cream Bell
50 % of our
sample couldnot
recall any cream
bell advertisement
Advertising of
Cream bell was rated
low in comparison to
Kwality Walls and
Amul
ANNOVA/
WALLER
DUNCAN
MARKET COMMUNICATION
RECOMMENDATION 1
LAUNCH A CARTOON SERIES LIKE AMUL.
CREAM
BELL
RECOMMENDATION 2
CREAM BELL SHOULD HAVE ITS OWN
WEBSITE
RECOMMENDATION 3
• Sales Promotion
• Events And Experiences
MARKETING IN IPL
RECOMMENDATION 4
COMMUNICATION SOURCE
ISHAAN AWASTHI
Packaging of Cream bell
and Amul was rated low in
comparison to Kwality
Walls.
ANNOVA/
WALLER
DUNCAN
Availability of Cream bell
and Amul was rated low in
comparison to Kwality
Walls.
ANNOVA/
WALLER
DUNCAN
RECOMMENDATION 5
INCREASE
ICE CREAM
PUSHCART
OUTSUDE
SCHOOLS AND COLLEGES
Variety of Cream bell was
rated low in comparison to
Kwality Walls and Amul
ANNOVA/
WALLER
DUNCAN
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
52 % OF THE MARKET
SHARE IS OCCUPIED
BY CONES IN BOTH
VENDING AND RETAIL
RECOMMENDATION 6
CREAM BELL SHOULD COME
UP WITH A RS. 10 CONE
WHICH IS CURRENTLY NOT
THERE IN ITS PRODUCT
PORTFOLIO.
71 % of Indian take notice of
pack-aged goods' labels
containing nutritional
information compared to two
years ago which was only 59%.
AC NIELSEN
NOT GOOD FOR HEALTH
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
RECOMMENDATION 8
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
Increase your STAMINA
with Cream Bell
Stamina
SUGARFREE
PROBIOTIC
WELLNESS ICE
CREAM
BISCUITS
TOASTS
CHANGE POSITIONING TO A
HEALTHY FOOD
Frozen Yog hurt
Rose Ice Cream
Because Ice cream is
good for Health
LIMITATIONS:
MONEY
CONSTRAINT
LOW SAMPLE SIZE due to TIME Constraint.
BIBLIOGRAPHY
1.Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: A
business student’s guide(2nd ed).Thousand Oaks,CA:Stage
2.Kolter, Philip & Keller, Kevin & Koshy, Abraham(2009).Marketing
Management(13th ed). Prentice Hall
3.Anderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),An
Introduction to Management Science: Quantitative Approach To decision
Making(11th Ed).Cengage Learning
4.Ebscohost.com
5.Indiastats.com
To Study the factor that have led to low market share of Cream Bell Ice-Cream.

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To Study the factor that have led to low market share of Cream Bell Ice-Cream.

Notas do Editor

  1. In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume.
  2. Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume.
  3. Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%.
  4. The ice cream industry in India is worth Rs. 2,000 crores
  5. The per capita consumption of ice creams in India is just 300 ml per annum
  6. The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2.3 liters per annum.
  7. The ice cream market in India can be divided into: the branded market and the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores.
  8. Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
  9. Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
  10. Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
  11. Competition rising from health conscious products like frozen yoghurt.
  12. A research conducted by Brojesh Kumar of Skyline Business Schooldeep freezer on security basis or on the installment then the retailers will definitely go for the same company irrespective of the brand name. Some retailers have very serious electricity problem in their area like Seelampur and Brahampuri. Second factor is the margin provided by the company. Here the Amul is the leader in the branded companies. Amul is providing the best margin of 21.25%.The third factor is the product range .if the product range is large then the retailers will definitely go for that company. Here also Amul is providing the best range.The fourth factor is the after sales service. This is one of the most
  13. SALES PROMOTION:buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc