Objective Methodology Ice-cream market size in India Ice-cream market size in AP Ice-cream companies in Twin cities Ice-cream market size in Twin cities Share of different Ice-market market segments Market leaders in different segments Percentage share of revenue generation from SKUs Margin of distributors, retailer and vendors Dinshaw supply chain Price comparison SWOT Analysis Conclusion Suggestions

Objectives of the Project

• To know the total market size of ice cream in Twin cities.

• To find the major ice cream player in Twin cities

• To find market share of different companies

• Sampling method• Communication method• Data sources• Method of data collection

Methodology

Introduction • Ice-cream under FMCG products • The PFA Rules, 1955 define ice cream as “a frozen product

that contains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted stabilizer and emulsifier

• Low volume business• 12% growth rate of ice-cream market• Per capita consumption in India 300ml/yr vs world average of

2.3 liters/yr• Required -18⁰C Temp for storage and transportation

700; 40%1050;

60%

In India (in crore)

organisedunorganised

1750 crore

North 30%

West40%

South20%

East10%

Geographic distribution

North WestSouthEast

Kwalty walls; 23; 24%

Scoop; 18; 19%

Amul; 14; 15%

Dinshaw; 16; 17%

Dairy treat; 8; 8%

Others; 16; 17%

Ice-cream market in AP (in crore)

Kwalty wallsScoopAmulDinshawDairy treatOthers

95 crore

National companies • Kwality walls • Amul• Vadilal• Cream bell

• Dinshaw• Baskin Robin (foreign brand)

Regional companies• Scoop • Heritage • Dairy treat• Jersey• Cosmos• Season-4• Taj• Joy• Famous ice cream• Jumani• Masqati

Kwality walls18

30%

Scoop; 15; 25%

Amul; 12; 20%

Dinshaw; 6; 10%

Others; 9; 15%

Ice-cream market in twin cities(in crore)

Kwalty wallsScoopAmulDinshawOthers

54; 90%

6; 10%

Total market in twin cities (In crore)

organised unorganised

60 crore

Retail point; 30; 30%

Vending; 30; 30%

Institution, Hote ls and canteens

17%

Catering18%

Ice cream parlour5%

Share of different market segment in Hyderabad(In Crore)

Retail point

Vending

Institution, Hotels and canteens

Catering

Ice cream parlour

Companies Leading areas

Scoop parlour, catering and institution, retail

Kwality walls retail and vendingDinshaw retail and Amul retailDairy treat institution and cateringCream bell retailingOthers catering and vending.Baskin robin Parlour cater to premium segment only

Market leaders in different segments

Impulse33%

Take home22%

Novalties22%

Bulk11%

Institution11%

percentage share of revenue generation from SKUs

Impulse

Take home

Novalties

Bulk

Institution

Companies Retailer Distributor

Amul 22% 6%

Jumani 30% -

Dinshaw 21.5% 9.5%

Vadilal 21% -

Baskin Robin Only scooping 10%

Masquati 20% -

Milk magic ice

cream

25% No distributor*

Kwality walls 20% 6%

Cream bite - 10%

Cream bell 21%

Heritage 25% No distributor*

Scoop 30% -

Companies name Sale per day(in )

Sale, sat and sun(in Rs)

Margin Timing

Amul 1600 2500 15% 4 pm to 12 pm

Kwality walls 1500 2500 16% 4 pm to 12pm

Cream bell 600 1500 20% 3 pm to 10 pm

Heritage 700 1400 20% 4 pm to 12 pm

Scoop 1000 2000 4 pm to 12 pm

Dairy queen* 800 1000 25%

Push cart sales

Company Company Coco room

Hyderabad

Coco room

Hyderabad

DistributorsDistributorsWith shipper boxes carry 5-6 retail orders of 0.50 lakh

With shipper boxes carry 5-6 retail orders of 0.50 lakh

Dinshaw cocochain system

Distributors name Address

1 Anu frozen food Market street, opp passport office, Secunderabad

2 Navin frozen food Millennium tower, Malakpet, hyd-36

3 Sri Enterprises Kompally

4 Mahalakshmi agency Mehdipatnam

5 Pushyaraga Enterprises Kamalapuri colony Hyderabad-45

Scoop Dairy treat

Cream bite

Vadilala Dinshaw Milk magic

Heritage

vanilla 7 6 5 5 5 5 5

strawberry 7 7 5 5 5 5 5

butterscotch 10 7 7 7 7 9 7

Price (Rs) comparison of 50ml cup

Strength Weakness 1. Infrastructure available 2. Brand awareness3. Trained man power4. Competitive price 5. Established supply chain

1. Plant is not available2. Parallel distribution channel is

required3. Red tape

Opportunity Threat

1. Increasing income of consumer2. Availability of Franchisee3. Increasing big malls in city 4. Introduction of new flavors

1. Other National brand Competitor 2. Foreign companies

Drivers and Challenges

Drivers – opportunity to capitalize on low consumption level; growing institutional sales. Challenges – competition with unorganized sector on price and quality.

Trends Large investment in advertising. Diversification of product portfolio targeting to specific consumer segment.

Competition Amul and Kwality walls market leader in India and scoop and Kwality walls market leader in Hyderabad. Premium segment is dominated my Baskin robin

Suggestion • Pre-purchase:- Brand image, Health issues,

suitability• Purchase:-Price, Environment, Service• Post-purchase:- Quality, Satisfaction, Store

and parlour experience• Selection of store