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CONTENTS
CHAPTER-I PAGE NO
INTRODUCTION 01 - 08
Market Size & Growth
Se!e"tatio"
Ma"#$a%t#ri" Pro%e
O'(e%ti)e o$ the St#*+
S%o,e o$ the St#*+
Reear%h Metho*oo+ & .i!itatio"
CHAPTER-II COMPAN/ PROI.E 0 - 12
CHAPTER-III CHANGING TREND IN MAR3ETING 14 - 52
Reear%h !etho*oo+
CHAPTER-I6 DATA ANA./SIS AND INTERPRETATION 54 - 70
CHAPTER-6 CONC.UTIONS & SUGGETIONS 71 - 7
CHAPTER-6I APPENDI9 7: - 20
;#etio""aire
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INTRODUCTION
MAR3ETING= Every day we are coming across with Television adds, Newspapers,commercial direct mails and sales corps .Some one is always trying to sell
something.
Anything that can be offered to a market for attention. Acqisition se or
consmption that might satisfy want or a need it incldes physical ob!ects.
Services and persons places.
"eople are participating in marketing by satisfying their needs and want
throgh e#changes. E#change is an act obtaining a desired ob!ect from some oneby offering and something in retrn.
$arketing is a social and managerial process by witch individals and grops
obtain what they want and need throgh creating and e#changing prodct and
vales with others.
%t means managing markets to bring abot e#changes for the prpose of flying
hman needs and wants sch as prodct development research, commnications,
distribtion pricing and services are core marketing activities.
&onsmers do marketing when they search for the goods they need at theprices they offer. &ompany prchasing agents do marketing when they track down
sellers and bargain for good items.
%f a marketer do good !ob of nderstanding consmer needs. 'evelop prodcts
that provide sperior vales and prices. 'istribtes and promotes them effectively
these prodcts will sell very easily.
Peter Dr#ker=
A leading management thinker pt in this way. (Aim of marketing is to
make selling sperflos. The aim is to know and nderstand the cstomer so well
that the prodct or services its and sells itself. )tstanding marketing companiesstay close its cstomers*.
+
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MAR3ETING RESEARCH=
"hilip otler in his marketing management - Analysis planning and control
defined as ($ is the systematic and ob!ective search for and analysis ofinformation relevant to the identification and soltion of problem in the field of
marketing.
Still and &ardiff has defined $arketing research as ( $arketing research is the
systematic, gathering, recording and analysis of data abot marketing problemstowards the end of providing information sefl in marketing decision making*.
AIMS AND OECTI6ES=
The aim of the marketing research and analysis may be stated as follows/
To define portable market for a speciali0ed prodct and to report on
general market conditions and tendencies, bying habits etc.
To assess competitive strength and policies.
To estimate potential bying power in varios areas.
To indicate the distribtion methods best sited to the market.
To know the companies e#pected share in the market.
To stdy the reqirements regarding the featres of the prodcts. To make packaging of plans as attractive as possible.
MAR3ET POTENTIA.=
The need and demand of the prodct in the target segmented market is
called market potential.
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MAR3ET SI?E AND GRO@TH
The %ce2cream market growth dring the late 345s and in the early 365s wasvery low at arond +27 pa bt slowly the market has started picking p
especially after de2reservation of the sector in 1668. 9or last 12+ years the icecream market in %ndia is growing at 1:2+57 per annm and presently it is
estimated at worth of s1:21;bn.
This growth rate is e#pected to contine for another ne#t +2 years becaseof lower base. )f the total si0e of s 1:21;bn, arond 52+7 is in the hands of
organi0ed sector valed at s
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SEGMENTATION
%ce &ream market can be segmented in three different ways, namely on the
basis of
9lavors
Stock eeping Dnits="ackaging
&onsmer Segments.
)n the basis of flavors the market today has a nmber of flavors likevanilla, strawberry, chocolate, mango, btterscotch a nmber of frit flavors dry
frit flavors traditional flavors like esar2"ista, a!2'raksh etc.
The market is totally dominated by Fanilla, Strawberry and chocolate, which
combinedly accont for more than 857 of the market followed by btterscotch
and other frit flavors.
)n the basis of stock keeping nits = packaging the market can be divided
into < segments/
&ones
&ps
Sticks or candies
Take2aways
)n the basis of the consmer segments the market can be divided into for
segments/
%mplse segment B"ll cartC
etail B@ome take2awaysC %nstittional = catering
"arlors
Ghile instittional or catering acconts for arond 1:7, retail and implse
combinedly take the ma!or chnk with 857 of the market.
:
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MANUACTURING PROCESS
According to Pre)e"ti)e oo* A*#teratio" A%t 142 an %ce &ream mst contain
9at/ $in 157
Total Solids/ $in ;7
Sorce of 9at/ $ilk 9at or Fegetable )il B%ce &ream made from this is 9ro0en
'essertC
Sorce of Solids/ Skimmed milk powder H Sgar
Steps involved in $anfactring
1C Selection of %ngredients
iqid/ $ilk 9at, Sgar Syrp, Gater Solid/ Sgar, Stabili0er H Emlsifier, Skimmed $ilk "owder
+C 9igring ot the $i#
'ecide pon the composition of mi# to be made
'ecide on the amont of mi# to be made in the batch at one time.
+C $aking of the $i#/
Ilending of iqid H Solid %ngredients in a FAT.
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4C "ackaging of %ce &ream B2
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operatives
$aharashtra 'airy "rodcts Iaskin obbins
Other Pa+er=
Iesides the main national brands there are other premim brands which
have carved a niche for themselves in their respective regional markets. These
players have mostly concentrated on the large metro cities. These players sell
throgh their e#clsive parlors. The ma!or national players sell throgh franchise
parlors as well as throgh retail stores, groceries, restarants, hotels, roadsidestalls on highways, etc.
Reio"
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6
COMPAN/
PROI.E
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MAR3ET SHARES
@indstan ever has a market share of arond :57, represented mainly by
wality Galls brand. %t has introdced the $a# range of ice creams targeted at
children.
Aml is the second largest player at the national level, with an estimated
market share of :7 and is rapidly gaining market share.
Fadilal is another player in the national market with 4267 of the market
share bt that too is shrinking.
GU>ARAT CO-OPERATI6E MI.3 MAR3ETING
EDERATION .IMITED
HISTOR/=
AmlLs birth is indelibly linked to the freedom movement in %ndia. %t was
Sardar Fallabhbhai "atel who said that if the farmers of %ndia are to get economic
freedom then they mst get ot of the cltches of the MmiddlemenL.
The first Aml cooperative was the reslt of a farmerLs meeting in
Samarkha Baira district, ?!aratC on < Kanary 16
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?&$$9, better known throgh its Aml brand, has been the latest entrant in the
national %ce2cream market. %t has lanched milk2based ice cream nder its flagship
brand Aml in Kanary 1668.
?&$$9 has a distinct edge over e#isting competitors and e#pected new
entrants on several conts.
Advantage in procrement of milk the key raw material in %ce cream. $ilk
spply in %ndia is largely controlled by the regional milk cooperatives. ?&$$9
itself is the leading spplier of milk in the Gestern region. Iesides procrement
from other regional cooperatives is also easier for ?&$$9 as compared top other
players. %nfect, ?&$$9
has a tie2p with the arnataka $ilk $arketing federation, which
manfactres ice2cream on behalf of ?&$$9, which is marketed nder the Aml
brand name.
Co!,etiti)e ,ri%i"/ ?&$$9 can procre milk at lower prices as compared tocompetition Aml has been lanched at a sbstantial price discont to main
competitors wality and Fadilal. This has helped in attaining a good volme
grown in a short time span.
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The first Aml cooperative was the reslt of a farmerLs meeting in
Samarkha Baira district, ?!aratC on < Kanary 16
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$embers
Me!'er / 1+ district cooperative milk
prodcers3 Dnion
N)/ 1+ district cooperative milk prodcers3 Dnion
No. of "rodcer $embers / +.+ million
No. of Fillage Societies / 15,4:+
Total $ilk handling capacity / ;.8 million liters per day
$ilk collection BTotal 2 +55;258C / 1.;8 billion liters
Mik %oe%tio" BDai+ A)erae 5002-04 =
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.IST O PRODUCTS MAR3ETED=
Iread spreads
&heese ange
Dtterly 'elicios "i00a
$ithaee ange BEthnic sweetsC Aml Shrikhand B$ango, Saffron, Almond "istachio, &ardamomC
"re ?hee
%nfant $ilk ange
$ilk "owders
Sweetened &ondensed $ilk
9resh $ilk
&rd "rodcts
Aml %ce creams
oyal Treat ange Ba!bhog, &appchino, &hocochips, Itterscotch, Ttti
9rttiC Nt2o2$ania ange Ba! 'rakshi, esar "ista, oasted Almond,
esar &arnival, Iadshahi Iadam lfi, Shista "ista lfiC
Dtsav ange BAn!ir, oasted AlmondCSimply 'elicios ange BFanilla, Strawberry, "ineapple, ose, &hocolateC
Natre3s Treat BAlphanso $ango, 9resh itchi, An!ir, 9resh Strawberry, Ilack
&rrantCSndae ange B$ango, Ilack &rrant, &hocolate, StrawberryC
$illennim %ce cream B&heese with Almonds, 'ates with @oneyC
$ilk Iars B&hocobar, $ango 'olly, aspberry 'olly, Shahi Iadam lfi,Shahi "ista lfi, $awa $alai lfi, ?reen "ista lfiC
&ool &andies B)range, $angoC
&assattaTricone &ones BItterscotch, &hocolateC
$egabite Almond &one
9rostik 2 layer chocolate Iar
9ndoo ange 2 e#clsively for kids
SlimScoop 9at 9ree 9ro0en 'essert BFanilla, Ianana, $ango, "ineappleC
&hocolate H &onfectionery
Irown Ieverage
Ntraml $alted $ilk 9ood
'hara Edible )ils
1
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NEED OR DOING THE PRO>ECT=
?&$$9 has a strong hold in the northern and western regions of %ndia. %t
is planning to e#pand its base in the sothern region. As a part of this it wants to
find the potential for its ice creams BAmlC in @yderabad market. The scope forpenetration in the @yderabad market can be known with the help of the pro!ect.
These findings can help ?&$$9 increase its market share.
SPECIIC OECTI6ES=
To identify the potential otlets in some of the territories of @yderabad and
thereby trying to increase Amls market share.
METHODO.OG/=This is an e#ploratory research for finding an opportnity to increase the marketshare.
The following are the steps in the stdy
1. &ondcting a srvey to get the details of the present sitation of the aml
ice cream bsiness from the e#isting retailers and distribtors.
+.
i. 9inding the new potential otlets and converting them to aml otlets
ii. "reparing a qestionnaire for the e#isting and competitor to get the
information which
@elps aml to become the best brand in the city.
. Analy0ing the srvey reports and qestionnaires.
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Co!,etitor o#tet=
3wait+ wa o#tet=
1. "rodct qality is good.
+. etailers are completely satisfied with the delivery pattern and service
levels provided.. 9le#ible "olicies adopted by wality Galls regarding allotment of 'eep
free0ers.Di"haw o#tet/
1. "rodct qality is not satisfactory
+. Service level is not good.
.IMITATIONS=
1. Iiased information may be given by the retailers basing on the recent
e#perience. +C 9igring ot the $i#
'ecide pon the composition of mi# to be made 'ecide on the amont of mi# to be made in the batch at one time.
C $aking of the $i#/
Ilending of iqid H Solid %ngredients in a FAT.
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CHANGING TREND
IN
MAR3ETING
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CHANGING TREND IN MAR3ETING
The trend marketing has shifted the focs on to the consmer needs and
wants. &onsmer is being targeted and the prodct or services is designed
according to consmer perception .so the shift is towards tailor made prodcts to
sit the consmer taste.
&onsmer is the pivot on whole system rotates. The consmer sis to be
looked after and identified. @e may be and individal consmer, a committee or a
grop in case of indstrial bying. %n brief cstomer shold be kept satisfied and
the company shold orient itself according to the cstomer taste in order to srvivein the competition.
%n brief the company shold emphasi0e on the following points.
1. Ghat really satisfied the consmer i.e. what
combination of prodct featres and attribtes sit to his taste.
+. To assess the consmer satisfaction by establishingmodes of commnication with the consmer and getting a proper
feedback abot prodct performance after the sale.
. To determine who is cstomer i.e. individal grop,
committee etc. who takes the bying decision.
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OECTI6ES
)b!ective of stdy/ 2
To know the retailer H consmer preference of Aml brand.
To know abot the different brands of %ce creams consmed by the consmers.
To know abot the market share of %ce cream consmed by the consmer.
To find ot effective advertising and distribtion channel.
To find ot the main criteria for selection of %ce creams by consmer.
To find the most liked flavors by consmer.
To find ot the promotional strategies sed by different companies.
To know the main competitors of Aml %ce creams.
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.IMITAIONS
The following are the possible limitations of this pro!ect work/ 2
1. As the srvey was restricted to the city of @yderabad, the conclsion of the
may be taken as nationwide.
+. Iiased information from the retailers
. No proper response becase of the low qality of service
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SCOPE O THE STUD/
The stdy is condcted on the consmer perception of analysis for
A!# ICE-CREAM=-
The stdy is confined to the area of
&ity in @yderabad
The sample of the respondents chosen for the stdy was consmer.
+1
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Reear%h Metho*oo+
++
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MAR3ETING RESEARCH
'efinition of marketing research as approved by the board of directors of the
American $arketing Association is.
Marketing research is the function which links the customer and public tothe marketer through information- information used to identify and definemarketing opportunity and problems, generate, define and evaluatemarketing action, monitor marketing performance and improveunderstanding of marketing as a process.
Simply, marketing research is the systematic design, collection, analysisand reporting of data findings relevant to a specific marketing situationfacing the company.
Obective in research is all- important .the heart of the scientificmethod is the obective gathering and analysis of the information.
The function of marketing research within a company is toprovide the information and analytical inputs necessary foreffective.
!lanning of future marketing activity.
"ontrol of marketing operations in the present.
#valuation of marketing results.
A research may nder take any of the three types of research investigations
depending pon the problem. These types of research inclded.
$asic research.
+
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%pplied research.
'esigned fact gathering.
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"resent the findings
De$i"e the ,ro'e! a"* reear%h o'(e%ti)e =-
%n a very real sense, this step is the heart of the research process.This is the first step, which calls for the marketing managers and
marketing research.
Reear%h ,a" *e)eo,!e"t/2
The second step calls for developing the most efficient plan
for gathering the needed information. Not to forget the cost or vales
of research the marketing manager mst estimate process before its
approval. esearch plan calls for decisions on.
A Data o#r%e/
%.C "rimary data to be collected for specific prpose.
%%.C Secondary data collected for another prpose and already
e#isting some where.
1C. Reear%h a,,roa%he/ primary data is collected in for ways/
1. )bservational research.
+. focs grop research.. srvey research.
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&ollection of information
'ata collection phase is generally the most e#pensive and the most
phase to error. &arry ot the fieldwork, collect data sing the
instrments, ad!sts the problems of not at homes, replaced, refsal to
co2operate, biased or dishonest answers.
Analysis and interpretation /
The ne#t to last step is to e#tract pertinent findings from the collected
data. The researcher edits, code, tablate the collected data.
"resentation of findings /
As the last step in marketing research, the researcher presents the
findings. The researchers have to arrange the researched reslt
according to an approved reporting format, get the report typed and
bond, present the copies of the report to the concerned athorities.
RESEARCH METHODO.OG/
The methodology adopted for eliciting the data reqired for
the stdy was srvey method. %t is the overall pattern or framework
of the pro!ect that will dicta as to what information is to be collected,
form which sorces and by what procedres.
RESEARCH METHOD
esearch methodology mst be classified on the basis of thema!or prpose of the investigation. %n this problem, description
stdies have been ndertaken as the ob!ective of the pro!ect is to
condct the market share stdy to determine the share of the market
received by both the company and its competitors.
+;
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DATA ANA./SIS
&
INTERPRETATION
+8
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DATA CO..ECTION= -
The %nformation needed to frther proceed in the pro!ect
information had been collected throgh primary data and secondarydata.
Pri!ar+ *ata=-
"rimary data consists of information collected for the specificprpose at hand for the prpose of collection primary data,
srvey research was sed and all the softy sellers sing
different brads and their competitors were contacted. Srvey
research is the approach best sited gathering description and
information. &ontact methods/ the information was solicited
by administering strctred qestionnaire to the ice2creamsellers, ths getting to know directly form the ice2cream
sellers abot the varios brands they are stocking and the
flavors they are stocking its demand in the market their level
of satisfaction with the brand, the featres they are e#ception
if they get a new brand, their decision in selection the brand
etc.
Se%o"*ar+ Data=-
The secondary data consists of information that already e#ists
somewhere, having been collected for another prpose. Andy
+4
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researcher begins the research work by first going throgh the
secondary data. Secondary data incldes the information
available with the company. %t may be the findings of
research previosly done in the field. Secondary data can also
be collected form maga0ines, newspapers, other srveys
condcted by known research agencies etc.
1 Co"#!er %o"#!i" i%e %rea!
TA
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&
'&
(&
)&
*&
+&
,&
-&
&
/&
'&&
0es 1o
0es
1o
5 D#ri" #!!er eao" a"* other eao" %o"#!er %o"#!i" i%e-
%rea!
TA
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Gra,h=
During summer consumers
consuming ice-cream
&(&*&,&&
'&&'(&
2aily
%lternate
2ay
Onceawe
ek
OnceaMonth
3otal
2uring summer1o.ofconsumers
5 D#ri" Other eao" = -
O
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Other Season 1o .of consumers consuming
ice -cream
%lternate
2ay
+4
Once a
week
),4Once a
Month
+,4
2aily
)4
2aily%lternate 2ay
Once a week
Once a Month
Reao" $or eati" i%e-%rea!
TA
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consming for satisfying @nger,
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The ?raphs shows the ranks of different brands that are liked by the
consmers. The analysis shows that Aml is mostly liked by the
consmers. Aml being ranked first by
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2
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O
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'inshaws 11 ++ +4 16 +5
Fadilal 1 +1 18 ++ +8
Scoops 5 1+ +4 5; +ua
lit
%ds
!rice
$rand
%vailability
>uality
%ds
9or k2walls
Gra,h=
k-;%88S
&+
'&'+(&(+)&)+
!rice
$rand
%vailability
>uality
%ds
!rice
$rand%vailability
>uality
%ds
9or 'inshaws
Gra,h=
4
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2inshaws
&
+'&'+(&(+)&
!rice
$rand
%vailability
>uality
%ds
!rice
$rand
%vailability
>uality
%ds
9or Fadilal
Gra,h=
=adilal
&+
'&'+(&(+)&
!rice
$rand
%vailability
>uality
%ds
!rice
$rand
%vailability
>uality
%ds
9or scoops
Gra,h=
4
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Irand +P1
offer
"rice2
off
E#tra
Oantity
?ifts &ombo
packs
No
Awareness
Aml 55 +: +4 55 +8 +5
k2walls 55 +8 55 +5 +5
'inshaws 14 +4 16 5: 15 +5
Fadilal 18 +4 1 1+ 15 +5
Scoops +4 + 1< 5; 55 +5
O
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%mul
&+
'&'+
(&(+)&
(?'offer
!rice-off
#@tra
>uantity
Aifts
"ombo
packs
(?' off er
!rice- off
#@tra >uantity
Aifts
"ombo packs
Gra,h=
k-w alls
&
+
'&
'+
(&
(+
)&
)+
' ( ) * + ,
k-w alls
Gra,h=
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2inshaw s
&
+
'&
'+
(&
(+
)&
' ( ) * + ,
2inshaw s
Gra,h=
= adilal
&
+
'&
'+
(&
(+
)&
' ( ) * + ,
= adilal
4. Tate o$ A!# i%e %rea!
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TA
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O
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147 of respondents are aware of Aml brand throgh ads, +uality
3aste
;ord of mouth
11. Mo"e+ )a#e thro#h 'ra"*
TA
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money throgh 'inshaws, 147 of consmers gets vale for money throgh
Fadilal , and 1:7 of consmers gets vale for money throgh scoops .
Gra,h=
&'&(&)&*&+&,&&.&
%mul
:-walls
2inshaws
=adilal
Scoops
Strong agree
%gree
2is-agree
15
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Irand of choice ice cream available at 155 mtrs for +:7 of consmers 155
mtrs, brand of choice ice cream available at half k.m for 17 of consmers,
brand of choice ice cream available at 1k.m. 9or +57 of consmers, brand
of choice ice cream available at 12+ k.m. 9or 1
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&hocolate is liked by ++7 of consmers.
Strawberry is liked by 1:7 of respondents.
Itterscotch is liked by 17of consmers.
)ther flavors are liked by 157 of consmers.
Gra,h=
Consumers most lied !lavors
&
+
'&
'+
(&
(+
)&
)+
*&
*+
=anilla
"hocolate
Strawberry
$utter scotch
Others
1: Co"#!er $a)orite i%e-%rea! BT+,e
TA
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+7 of consmers are they know abot fro0en2dessert, ;+7 of consmers
are they donLt know abot deference between fro0en2dessert and ice2cream.
Gra,h=
A'areness of !ro(en-Dessert ) ice-
cream
0es
1o
12 Co"#!er k"ow the $oowi" %o"#!er o$$er $ro!A!# i%e-%rea!
TA
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Gra,h=
9espondents
9s.'(
cone (,4
(+4 free
5rostic
cute pack
4
"ombo
pack (,4
9s.'( cone
(+4 free on
vanilla 'ltr pack5rostic cute pack
"ombo pack
14 Co"#!er take ,#r%hae *e%iio" whie '#+i" i%e-%rea!
TA
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O
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CONC.USIONS
ANDSUGGESTIONS
CONC.USIONS
The following are the conclsions drawn from the stdy/2
1. %t was observed that Aml %ce creams is having a high market share in the city
area.
+. "eople are AGAE of the prodcts of A$D.
. The main draw back with Aml lack of advertisements and promotionalactivities.
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:. The respondents who preferred Aml %ce cream were of the opinion that it is a
high qality prodct
;. %t observed that the consmers are very price conscios.
8. %t fond those reasonable prices of Aml %ce cream is the main advantages to
captre the market in the city.
4. %t is fond that Oality Galls is the main competitor of Aml %ce cream
SUGGESTIONS
The $oowi" are o!e #etio" o$$ere* o" the 'ai o$ the t#*+.
Advertisement in newspapers, which are highly circlated, will provide goode#posre and will increase awareness. epetition in same newspaper for a
particlar period is desirable garanteed e#posre.
The management shold hire strong marketing talent.
$ore increase the 'istribtion channel.
$ore appealing packaging shold be introdced.
$ore dealers shold be increase
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$ore attention shold be given to introdce as many nmbers of ice creams in
advertising copy. Attention power of advertisements.
::
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APPENDIX
:;
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QUESTIONNAIR
E
QUESTIONNAIR
1 Do +o# %o"#!e I%e %rea! /eJNo
5 How o$te" *o +o# eat I%e %rea!
D#ri" #!!er D#ri" Other eao"
Dai+
Ater"ate
*a+
O"%e a week
O"%e a
:8
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A !o"th
@hat !ake +o# eat i%e %rea!
#" Pea#re H#"r+ Ho''+ O%%aio"JPartie
: @hat are the 'ra"* that +o# tate* & ra"k the!
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Para!eter 6er+ oo* Goo* Ok
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Co!'o o$$er
18 @ho take the ,#r%hae *e%iio" whie '#+i" i%e %rea!
Chi*re" Mother ather E*er
Na!e =
SeL =
Ae =
O%%#,atio" =
I"%o!e =
A**re =
;5
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