New Report For Vadilal Recruitment & Selection
New Report For Vadilal Recruitment & Selection
New Report For Vadilal Recruitment & Selection
This summer training report is not only the report of the training in vadilal ice
cream, but also contains the brief history of the organization. Vadilal is a wellknown organization in ice cream sector. The report contains the competitors
history and their marketing strategy. The company is maintaining the quality
product. Vadilal is providing a widest range of ice cream. The focus of the project
is to know the purchase pattern and perception of the consumers for Vadilal ice
cream.
This project as a summer training is a partial fulfillment of two year PGDM
course. In this project I have included all the required things. This project has given
me a great learning and has helped me to know the actual management scenario.
ANURAG SHARMA
MBA IV SEM
ROLL NO.1263570078
TABLE OF CONTENT
Chapter-1
Chapter-2`
Chapter-3
Chapter-4
Scope of study
Chapter-5
Literature Review
Chapter-6
Research Design
Research Problem
Research Objective
Hypothesis
Universe
Sample Size
Sampling Technique
Data Collection
Data Analysis
Chapter-7
Data Analysis
Chapter-8
Data Interpretation
Chapter-9
Conclusion
Chapter-10
Chapter-11
for a very long period due to the fact that the current base of consumption is very
small.
Ice cream has an ancient history-As for the origins of ice-cream, an equal amount
of folklore abounds. In the fourth century B.C., the Roman Emperor Nero
apparently ordered ice to be brought from the mountains and combined with fruit
toppings. Although legend has it that Marco Polo brought back to Europe a
Chinese method for creating an ice and milk concoction, recent scholarship
indicates that if he did bring back such a recipe, it was probably not from China but
from elsewhere along his route. Over time, recipes for ices, sherbets, and milk ices
evolved and were served in the fashionable Italian and French royal courts.
The use of ice mixed with salt to lower and control the temperature of the mix of
ingredients proved a major breakthrough in the creation of ice cream as we know
it. The invention of the wooden bucket freezer with rotary paddle facilitated its
manufacture at home, making ice-cream a staple of kitchens across the land.
A Baltimore company first produced and marketed wholesale ice-cream in 1851.
The treat became both distributable and profitable with the introduction of
mechanical refrigeration. The ice-cream shop or soda fountain has since become an
icon of American culture.
Ice creams is a dairy product comprising of 60% dairy ingredients like Creams,
Butter, Milk and other ingredients such as Sugar, Water, Colors, Flavours,
Stabilizer and emulsifiers. In case of Frozen Desserts the dairy fat is replaced by
vegetable fat such as Palm oil, Coconut oil.
Prevention of Food Adulteration Act requires a min. 10% fat and 40% of other
solid matter in ice creams. The key non- fat solid matter being skimmed milk
powder and sugar.
Ice Creams have good demand all around the globe. It has been seen that U.S.A
accounts for 22 litres per annum consumption per person while Australia ranks
second with an 18 litres figure. India however, shows a figure of only 0.1 liter.
There indeed lies great potential in the Indian market for ice creams.
The ice cream industry here shows a Rs. 2200 Crores total market of which
branded ice creams own only Rs. 500 Crores. Today the country is practically
flooded with a very wide range of ice cream brands. Each region has its own
special brand to harp on.
The major international players in the Bareilly market are Blue Bunny, Baskin
Robbins and Move pick whereas the domestic players include Mother Dairy, Amul,
Kwality Walls, Cream Bell and Vadilal.
Indian ice cream industry is worth $700 million of which only less than half ($300350 million) is accounted by organized players like Cream Bell, Amul Kwality
Walls and Mother Dairy.
Among the domestic players Kwality Walls Amul & Mother dairy are the only
brands that can pose maximum competition to Vadilal ice creams. However, the
company has accepted this competition in good spirit and has also made adequate
moves in this regard.
Purpose: Since there is not enough space in normal refrigerator, the retailers need
to keep freezer to stock ice cream .The freezer maintain -18 to -22 degree C. Our
task necessarily involves convincing the retailer to create space for VADILAL ice
cream in his shop , also understand the working of the distributor & the various
issues he handle like retailer grievances ,replacement strategies cost involved & the
other issues he faces.
The Processed Foods Division processes and markets a wide variety and range of
fruits, vegetables and ready-to-serve Indian Foods. The Division also exports
several of these products to the European Union, the Middle East, Asia Pacific
Region and the US.
VADILAL ICECREAM
Vadilal, the name conjures up images of ice cream laden bowls and a plethora of
new flavours. Starting from one man show with a hand cranked machine in 1926 as
a small retail outlet, the ice cream division now has a production capacity of 1
lacks litters/day at 3 sophisticated plants, located at Ahmedabad, Pundhra and
Bareilly. These ISO 9002 certified plants for Pundhra and Bareilly are established
in such a way that they are in consonance with the market expansion strategies of
the division.
Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.
Vadilal has 25% of the Indian ice cream market as its share. But that's no surprise
considering that the group has the largest range of ice creams in the country in a
variety of flavours, packs and forms. The group has a product matrix of over 200
SKUs comprising of cones, cups, candies, family and party bricks and bulk packs.
Vadilal introduced the concept of "flavour of the month" under which the company
develops and markets one new flavour every month for its customers delight.
Product range
Vadilal has the maximum range of ice-cream products in India i.e. over 200 SKUs.
It has preference for tastes as per budgets. There are rich creamy ice creams for the
connoisseurs and low fat frozen desserts for the health conscious. There are plain
favourites, chocolate ecstasies, romantic ripples, nutty delight, fresh fruit fantasies
and are guaranteed to spark your taste buds. Vadilal has priced its products on the
principle of real value for money.
Quality
At Vadilal, commitment to Quality is an Attitude. Vadilal Ice Creams contains only
the best ingredients, be it cashew nuts, almonds, pistachio chocolate or fresh fruits.
Great pains are taken to find the finest ingredients from around the globe. State-ofthe art-technology ensures that each scoop is dense, rich and filling, with no extra
air or ice-flakes. Special care is taken during packaging, storing, transit and
delivery so that consistency in quality is maintained. This is why when the end
Recently the group has launched Fresh Fruit Ice-cream with ripples under
the Fantasy range viz. Fresh Orange Fantasy, Fresh Mango Fantasy, Fresh
Strawberry Fantasy and Fresh Black Currant Fantasy.
Three new Koolfi's have hit the market. Namely Mango Koolfi, Mava
Koolfi and Pista Koolfi, these koolfis priced at Rs.10/- is a big hit in the
market place.
Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae at Rs. 10/each have been introduced.
.1+1 scheme on cup of butter scotch, kaju kish mish, Mango cup.
Mango dolly free with Bomber,& Rasb berry dolly free with CONE No 1
1+1 Party Pack Scheme: Yet another Bumper offer was the scheme of One
party pack free with one.
Operational Requirements
1. A place at a prominent location with at least 15' frontage and at least 400 sq.
ft. area reserved for ice creams only.
2. Minimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.
3. Proper space for sitting or standing for serving ice creams.
4. Inside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of excitement.
5. Translite of products with their prices and attractive photograph should be
displayed properly to create the right ambience in the parlour.
With a 30-percent market share, vanilla is still the preferred flavor, but
strawberry, chocolate and butterscotch are available.
The frozen treats usually are packaged and sold three ways:
To call a product "ice cream," two basic requirements must be met: The treat must
be at least 10-percent milk fat and use sugar as the sweetener. Though there is a
potential market for fat-free and sugar-free ice creams, the countrys food laws
dont permit them yet.
LITRATURE REVIEW
Vadilal, the name conjures up images of ice cream laden bowls and a plethora of
new flavours. Starting from one man show with a hand cranked machine in 1926 as
a small retail outlet, the ice cream division now has a production capacity of 1
lacks litters/day at 3 sophisticated plants, located at Ahmedabad, Pundhra and
Bareilly. These ISO 9002 certified plants for Pundhra and Bareilly are established
in such a way that they are in consonance with the market expansion strategies of
the division.
Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.
RESEARCH DESIGN
RESEARCH PROBLEM
RESEARCH OBJECTIVE
KNOWING
ANSWERING
THEIR
RETAILERS
VARIED
AND
QUERIES,
CONSUMER
PROBLEM,
SUGGESTING
VIABLE
UNIVERSE OF STUDY
STRENGTH
MOTHER
KWALITY
VADILAL
AMUL
DAIRY
Strong brand
WALLS
Focus on
Positioned as
Strong brand
awareness,
creating
pure
awareness,
high product
excitement
vegetarian ice
wide variety
differentiation
through a
of ice cream,
Strong
range of
pricing
high profit
distribution
affordable
strategies.
margin to
channel
&wide
Maximum
retailer.
variety
profit margin
Strong
to retailers.
Display
Poor
problem,
in premium
Replacement
segment,
channel, No
problems
higher pricing
replacement
strategies
Retailer
Huge
scheme.
Lower
always
OPPURTUNITY Huge
untapped area
advertisement, distribution
Threat
SAMPLE SIZE
penetration.
deep freezers
development
on security.
in diet
From local
From mother
product
From KW &
From
players
dairy
MOTHER
premium
DAIRY
segment
SAMPLING TECHNIQUE
DATA COLLECTION
Data collection
(i)
(ii)
(iii)
Sources of data
(i)
Primary data
(ii)
Secondary data
For the successful completion of the project I was required to understand and study
Ice Creams as a product and at the same time lay greater emphasis on the ice
creams markets in bareilly
I visited all major markets and shopping areas and went to all those outlets, which
prospectively seemed to qualify as a good ice cream outlet.
To understand the market situation I read through numerous news articles, journals,
company reports and also surfed the Internet which gave me a good insight into
Vadilal ice creams and its existing market scenario.
I have conducted survey one for the retailers and other for the customers.. A
sample size of 100 was taken into consideration. This helped me gauge s potential
for Vadilal ice creams and also revealed interesting viewpoints with regard to
various ice cream brand preferences, flavour preferences, retailer requirements.
After having worked in the market talking to retailers and consumers I was able
to see through the ice cream market in its true colors. A complete field work over a
period of 8 weeks gave us a good exposure to the actual conditions prevailing in
the ice cream market. At the same time it has also given us the genuine capacity to
analyze Vadilal ice creams present shape and future potential.
VADILAL-THE COMPANY PROFILE
Vadilal group has its humble beginning, more than 95 years ago, when its
founders started manufacturing Ice-cream with a hand cranked machine.
Today it is a diversified Business Group with major interests in Ice-creams, Food
Processing, Real Estate Development and Specialty Gases.
Head Quartered in Gujarat, the most industrialized State in India, the Group had a
turnover (2009-10) exceeding Rs.1500 million. Major companies of the Group are
listed in several Stock Exchanges of. India. The Group has a large investor base
and its brand name "Vadilal" commands an excellent equity.
The "Vadilal" philosophy of providing its customers with quality products and
services at affordable prices has resulted in the brand being a household name in
India.
Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.
Vadilal has 25% of the Indian ice cream market as its share. But that's no surprise
considering that the group has the largest range of ice creams in the country in a
variety of flavours, packs and forms. The group has a product matrix of over 200
SKUs comprising of cones, cups, candies, family and party bricks and bulk packs.
Vadilal introduced the concept of "flavour of the month" under which the company
develops and markets one new flavour every month for its customers delight.
Product range
Vadilal has the maximum range of ice-cream products in India i.e. over 200 SKUs.
It has preference for tastes as per budgets. There are rich creamy ice creams for the
connoisseurs and low fat frozen desserts for the health conscious. There are plain
favourites, chocolate ecstasies, romantic ripples, nutty delight, fresh fruit fantasies
and are guaranteed to spark your taste buds. Vadilal has priced its products on the
principle of real value for money.
Quality
Recently the group has launched Fresh Fruit Ice-cream with ripples under
the Fantasy range viz. Fresh Orange Fantasy, Fresh Mango Fantasy, Fresh
Strawberry Fantasy and Fresh Black Currant Fantasy.
Three new Koolfi's have hit the market. Namely Mango Koolfi, Mava
Koolfi and Pista Koolfi, these koolfis priced at Rs.10/- is a big hit in the
market place.
Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae at Rs. 10/each have been introduced.
.1+1 scheme on cup of butter scotch, kaju kish mish, Mango cup.
Mango dolly free with Bomber,& Rasb berry dolly free with CONE No 1
1+1 Party Pack Scheme: Yet another Bumper offer was the scheme of One
party pack free with one.
Operational Requirements
6. A place at a prominent location with at least 15' frontage and at least 400 sq.
ft. area reserved for ice creams only.
7. Minimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.
8. Proper space for sitting or standing for serving ice creams.
9. Inside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of excitement.
10.Translite of products with their prices and attractive photograph should be
displayed properly to create the right ambience in the parlour.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and
Kolkata and Bareilly in 2002. Nationally it was rolled out across the country in
1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1
position in the country. This position was achieved in 2001 and it has continued to
remain at the top.
Today the market share of Amul ice cream is 38% share against the 9% market
share of HLL, thus making it 4 times larger than its closest competitor.
Not only has it grown at a phenomenal rate but has added a vast variety of flavours
to its ever growing range. Currently it offers a selection of 220 products. Amul has
always brought newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness
Ice Cream, which was a first in India. This range of SUGAR FREE, LOW FAT
Diabetic Delight & ProLife Probiotic Wellness Ice Cream is created for the health
conscious.
Amuls entry into ice creams is regarded as successful due to the large market
share it was able to capture within a short period of time due to price differential,
quality of products and of course the brand name.
For any new player to enter this market, three things are critical:
Decentralized manufacturing facilities
Efficient cold chain
Growing market
Amul Ice Cream was launched on 10th March, 1996 at Ahmedabad. Subsequently
the distribution and marketing operations were rolled out across the country.
In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in
the country. It is now the only national brand and all other ice cream brands are
regional.
Amul Ice Cream has achieved 38% share against 9% market share of HLL making
it 4 times larger than its closest competitor.
Amul, the market leader in ice creams has launched a new product - Stamina
Candy - all over the country. The 60 ml feel fresh candy is available in orange &
lime-n-lemon flavours, and is priced at Rs. 8/-. The candy contains the crucial set
of minerals and vitamins in a well digestible form, glucose, whey proteins, highly
digestible calcium and vitamin C apart from milk solids, which are vital and
essential for body development of all age groups.
The Stamina Candy is Indias first fitness candy. Normal ice candy quenches thirst,
but does not help in gaining back the energy lost due to sweat. Stamina candy has
carbohydrates, which on metabolism provide energy to the spent muscles, and
helps in body growth and maintenance and has the right amount of sweetness and
minerals to help quench the deep down thirst and keep the body tuned.
In an effort to harness the untapped sports and fitness drink market in India, Amul
had pioneered the introduction of a nutritious health beverage and instant energy
drink Stamina based on milk nutrients. The Stamina candy is an extension of the
concept.
It is targeted at all segments of the society, especially health conscious young
people who consider exercise and sports as an essential part of their routine.
The product has been introduced keeping in mind the entire range based on the
platform of taste, health and natural products. The Amul Stamina Candy is
goodness and health packed in a healthy and natural manner.
Ice Cream is made from fresh milk
Ice creams are rich in protein, calcium, dairy cream and vitamins.
Ice Creams are a complete food, easy to digest and full of energy.
Frozen dessert
drink Stamina based on milk nutrients. The Stamina candy is an extension of the
concept.
It is targeted at all segments of the society, especially health conscious young
people who consider exercise and sports as an essential part of their routine.
The product has been introduced keeping in mind the entire range based on the
platform of taste, health and natural products. The Amul Stamina Candy is
goodness and health packed in a healthy and natural manner.
What dont you have to do in order to be healthy? You work all day, catch your
deadlines and catch the commute home before your favourite 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. Heres 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.
The human large intestine is an active site of micro organism known as gut micro
flora. In a healthy person its a balance of a number of beneficial a bacteria. The
gut micro flora 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 micro flora. The disturbed gut micro flora can create a chance for
pathogens and viral invasion.
Amul probiotic wellness ice cream has been made to confer the health benefit of
these people who are very much health conscious.
Who does Probiotic ice cream suit best-Everyone who desires to live healthy lifeProbiotic 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
diet, It is suggested to consume digestible sugar free and low fat diet which is rich
in dietary fibre, protein and other nutrients.
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
sweeteners
(Fructo
oligosaccharide):
Available
in
so
many
flavours
packed
in
international
packing:
1.25
litrs
in
flavours
Vanilla
with
chocolate
During 1996 it sold its brand to Brooke Bond and started supplying Ice Cream to
Hindustan Lever as their Ice Cream sourcing plant. After working for 10 years in
this field, during 2003 it has launched its own brand in technical and marketing
collaboration with Candia of France.At the beginning of this year, the company
had set itself a target of 25 per cent growth in sales volume over last year.
Creambell, one of the fastest growing ice cream brand in India, is from the house
of Jaipurias. This was launched through the joint collaboration of Candia of France
and Jaipuria Group. The Jaipuria group together is the biggest franchisee of Pepsi
in Asia. The group also has diversified interests in real estate, education, Pizza Hut,
Costa Coffee and Disney stores in India.
The Rs 1,500-crore Jaipuria Group, associated with brands like Pepsi, Pizza Hut
and Costa Coffee in India, is planning to set up a plant in Guntur, Andhra Pradesh,
for its ice-cream brand - Cream Bell. The brand that was launched in the northern
states in 2003 has forayed into south via Hyderabad. Cream Bell is already present
in northern states like Punjab, Himachal Pradesh, Jammu and Kashmir and Uttar
Pradesh among others.
Bollywood actor Saif Ali Khan has been roped in as the brand ambassador for
Cream Bell.
MOTHER DAIRY
Mother Dairy is the most prevalent brand in Bareilly market. Mother Dairy has
uncountable number of booths situated in every nook and corner in Bareilly and
Gurgaon. It has also taped all major retail outlets in these markets and has not even
spared the option for pushcarts. Mother Dairy has positioned itself as the ultimate
name in milk products. The company has a very well established distribution
system, offers deep freezers to retailers on low security basis and at the same time
offers good replacement policies.
Mother Dairy is a sister concern of Amul both being GCMMF daughters.
However Amul will find it difficult to erase or even take a share of mother Dairys
Mother Dairy Bareilly was set up in 1974 under the Operation Flood
Programme. It is now a wholly owned company of the National Dairy
Development Board (NDDB).
Mother Dairy markets & sells dairy products under the Mother Dairy brand (like
Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and
the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a
national level through its sales and distribution networks for marketing food items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /
(b) Uphold institutional structures that empower milk producers and farmers
through processes that are equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby
state-of-the-art microprocessor technology is adopted to integrate and completely
automate all functions of the milk processing areas to ensure high product quality/
reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS14001 EMS certified organization. Moreover, its Quality Assurance Laboratory is
certified by National Accreditation Board for Testing and Calibration Laboratory
(NABL)-Department of Science and Technology, Government of India.
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets
of Bareilly , Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market
share of 66% in the branded sector in Bareilly where it sells 2.3 million liters of
milk daily and undertakes its marketing operations through around 14,000 retail
outlets and 845 exclusive outlets of Mother Dairy.
products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored
Milk and most of these products are available across the country.
The company markets an array of fresh and frozen fruit and vegetable products
under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable
shops and more than 20,000 retail outlets in various parts of the country. Fresh
produce from the producers is handled at the Companys modern distribution
facility in Bareilly with an annual capacity of 200,000 MT. An IQF facility with
capacity of around 75 MT per day is also operational in Bareilly . A state-of-the-art
fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent
EOU, setup in 1996 at Mumbai supplies quality products in the international
market. With increasing demand another state-of-the-art fruit processing plant has
been set up at Bangalore with fruit handling capacity of around 250 MT per day.
Mother Dairy has also been marketing the Dhara range of edible oils for the last
few years. Today it is a leading brand of edible oils and is available across the
country in over 2,00,000 outlets. The brand is currently available in the following
variants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil,
Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.
Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.
Mother Dairy has over the last 3 decades, harnessed the power of farmer
DATA ANALYSIS
(II) No
(IV) Occasionally
This question was asked to the respondent to know the purchasing pattern and the
consumption habit of the respondent. Here the founded result was that 39 percent
of respondent consume ice cream on the daily basis, 34%of the people 3-4 in a
week,15% people consume once a week and 12% people consume ice cream
occasionally.
3. Which type of promotions scheme attract you most to buy ice cream?
(I) Buy one gets one free
This question was asked to the respondent to know the respondent view about the
types of promotional scheme they prefer. 28% people prefer buy one get one free
scheme, 37% people prefer cash discount scheme, 15% people prefer free coupons,
and 20% people prefer any others type of scheme.
(III) Hawkers
Here it was an attempt to know the actual situation that, generally where people
prefer to buy or generally from where they purchase the ice cream. The result was
that 9% people purchase ice cream from super market, 11% from parlour.39% from
hawkers,37% from convenience store , and only 4% people purchase from others
places.
(II) Children
(III) Others family members (IV) Any others (plz specify) _______________
Here on asking about the purchase decision of the person the result was as follows.
42% people make decision themselves to purchase the ice cream, 25% people
purchase the ice cream on their children decisions,22% people by others family
members, and 11% people on others decision
(II) No
On asking the respondent about that they ask retailers for a particular brand of ice
cream,56% people says that they ask for a particular brand and 44% people says
that they do not ask retailers for any particular brand.
(II) No
On asking about the preference to purchase the sugar free ice cream
Only 42% of the respondent says that they prefer to buy sugar free ice cream where
58% of the respondent prefer to buy suger added ice cream.
On asking about the Vadilal ice cream awareness, 21% people says that they are
aware about all of the product of Vadilal, 38% people says that they are aware
about the some of the product of the Vadilal, 25% people says that they are aware
that vadilal is an ice cream brand, and 16% people are not aware about the Vadilal.
(III) Good
10. Vadilal is going to open happinezz a chain of ice cream parlour would you
like to visit it?
(I) Yes
(II) No
Here Vadilal is going to open the ice cream parlour chain with the name of
Happinezz. On asking about, you would like to visit it, 72% of the respondent says
they want to visit it but 28% of the respondent are not want to visit it.
What factors do you take into consideration while purchasing ice cream?
Please rank accordingly as 1 being least preferred and 5 being most preferred
(I) Price
(II) Quality of ice cream
(III) Contents of the ice cream
(IV) Brand name
(V) Quantity
Here on asking about the factor which they take in to consideration while
purchasing ice cream 28% people says that price is the main factor, 30% people
says that Quality of ice cream is the main factor,20% people says that content is the
main factor,18% people says that brand name is considered and only8% people
says that quantity is the main factor.
Here on asking about the most preferred brand, 18% people says that Vadilal is the
most preferred brand,29% people says mother Dairy, 18% people says Amul 21%
people says Kwality Walls and 14% people says cream bell is most preferred brand
.
DATA INTERPRETION
Research results from the retailers (respondents) side-a graphical
representation with numerical values
1. Which Brand of Ice Cream do you sell?
(I)Vadilal
(III)Amul
(V)Mother Dairy
Here now the survey is from taken the retailers to know the actual figure. On
asking about the brand of ice cream they are selling currently 14% of the retailer
are selling the vadilal ice cream, 16% of the retailer are selling Kwality walls ice
ceram, 11% of retailer are selling cream bell, 14% of retailer are selling
Amul,and32% of the retailer are selling all brands ice cream.
(II) No
Here 67% of the retailer like to sell Vadilal ice cream but 33% retailer doesnt want
to sell Vadilal ice ceram.
3. Which of the thing customers see most while purchasing ice cream?
(I) Price
(III) Taste
(IV) Quality
(V) Quantity
Here according to retailers point of view 27% of the customer thinks about price,
21% customers consider about the content of ice cream,26% see the taste,21%
people see the quality,and 0nly 5% people thinks about the quantity of the ice
cream.
(II) services
Here on asking about the reason thats why they sell a particular brand of ice
cream, 37% retailer sell this product because of the good margin, 35% sells
because of better service, 20%sells because of public demand and 8% retailers sell
this product due to other reason.
Here the respond of retailers on asking of the flavor preferences, 27% respondents
says vanilla is the most selling flavor, 23% respondents says that butter scotch is
the most preferred flavor, 25% says that chocolate is the most prefer to sell, 10%
retailer said that strawberry is the most selling flavor and 15% retailers go for
others.
Here on asking about the perception toward vadilal, 23% retailers said it is
excellent, 30% says very good, 27% says good and 20% says some what good.
(II) No
Here on asking about the ice cream parlours, 87% retailers say that ice cream
parlour will run successfully and only 13% are not in favor.
(II) No
Here asking about the awareness between the retailers, 80% responds are in favour
and remaining 20% are unaware.
9. Vadilal is going to open a chain of Ice Cream Parlour in Bareilly ,would you like
to be a part of it?
(I) Yes
(II) No
Here in asking for their interest to be a part of chain of ice cream parlour, 67% are
agreed and remaining 33% are not interested.
(III) Amul
Here on asking for the ranks of the most preferred brand, 20% retailers like to go
with vadilal, 22% are with Kwality walls, 19% retailers are in favor of amul, 12%
are with cream bell and 27% are with mother dairy.
11. Which type of promotional scheme attracts you to buy Ice Cre am most?
(I)Buy one get one free
Here asking about the most attractive promotional schemes, 22% says that buy one
get one free, 19% believes in the seasonal discounts, 39% are offering cash
discount and 20% are with other schemes.
CONCLUSION
Most of the people consume ice cream every day
Mostly people prefer a cash discount scheme offered by the company
Mostly people buy ice cream from hawkers, and their second option is
convenience store
Mostly people make decision themselves to purchase ice cream followed by
children
Mostly people asks retailer for a particular brand of ice cream
Mostly people would like to visit the Vadilal new ice cream parlour
happinezz
Mostly people see the quality of ice cream while purchasing it and it is
followed by the price of the ice cream
Only few people are there who are completely aware about the Vadilal
ice cream, so here a complete and effective scheme for awareness for
two - three season is required.
Dealers have a problem with the service, they said that the order is
not reach at the time & this is the major problem with the dealer, so
company should make a strong chain of supply, if needed then
increase the number of distributorship
After the completion of the research report i would like to give some scope
For further research which are as follows:
The study help a lot know about retailer interest & first
hand information regarding the retailer satisfaction.
QUESTIONNAIRE
QUESTIONNAIRE
PERSONAL DETAILS:-
NAME:______________________________________________________
ADDRESS:___________________________________________________
CONTACT NUMBER:_______________________________________.
Yes /No
If No than
why________________________________________________________
(a) Vadilal
(b) Others
__________________________________________________________________
(a) Vadilal
(b) Amul
(c) KwalityWalls
(d) Creambell
(e) Others
a. Easily available (
c. Quality Factor (
b. More demand ( )
d. Margin
()
8. Are you satisfied with the current margins and services on this brand?
Yes/No
Reply For
List of Contents
Preface
Acknowledgement
Introduction
Company Profile
History of the Vadilal Company
About the Product
Distribution Network
Background Study
Objective of this Project
Scope of Study
Interpretation
Recommendation
Reference
Annexure