Research includes Secondary Research on:
1. Consumption of Ice-Cream throughout the world.
2. Market Share of Major Ice-Cream Markets in the World
3. Market Size of India's Ice-Cream Market- Branded and UN-Branded.
4. Competition to Ice- Market In India.
5. Geographic Segmentation of Ice-Cream Market in India.
6. Cream-Bell's Market Share In India.
Primary Research includes:
1. Blind Test Conducted with three brands: Cream Bell, Amul and Kwality Walls on a sample of 10 to check which Ice-Cream Brand has a better taste. (Choco-Bar and Vanilla Cup were taken to conduct this test)
2. Research was also done to compare quantity/Price ratio of these three brands.
3. T-test and Annova test used using spss to analyse the survey results related to Advertising, Packaging, availability, variety
2. TO STUDY THE FACTORS
BECAUSE OF WHICH
MARKET SHARE OF CREAM
BELL IS LOW
3. PLAN OF THE PRESENTATION
1. Introduction
2. Literature Review
3. Research Methodology
4. Analysis
5. Findings
6. Recommendations
7. Limitations
8. Bibliography
34. •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
35. ACCORDING TO RESEARCH CONDUCTED BY
Mr. Brojesh Kumar of Skyline Business
School (IIM A ALUMINUS)…………………
48. BLIND TEST TO CHECK CREAM BELL’S
TASTE
Hypothesis-
Accepted
P-value=0.19
Amul and
CreamBell
AMUL AND
CREAMBELL HAVE
SIMILAR TASTE
49. 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
50. 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.
51. 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
93. 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
Notas do Editor
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.
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.
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%.
The ice cream industry in India is worth Rs. 2,000 crores
The per capita consumption of ice creams in India is just 300 ml per annum
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.
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.
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%.
Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
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%.
Competition rising from health conscious products like frozen yoghurt.
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
SALES PROMOTION:buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc