Arun Case Study

ARUN UNLIMITED TEAM NO: 2 ABIMANYU NN(11AC01) R V RAM(11AC20)

RAMANAN T(11AC21) RESHMI R(11AC23) SAHAYA VINOD KUMAR(11AC24)

FINDINGS

CUSTOMERS & NON CUSTOMERS Customers

Non customers

Total

Coimbatore

10 (M-5,F-5)

6 (M-3,F-3)

16 (M-8,F-8)

Chennai

10 (M-10,F-3)

7 (M-4,F-3)

17 (M-14,F-6)

13 (M-7,F-6)

33 (M-22,F-14)

Total

20 (M-15,F-8)

REASONS FOR NON CUSTOMERS TO NOT VISIT ARUN UNLIMITED Unaware of Arun unlimited – Lack of Advertisements

Reason for not visiting Arun unlimited even though they are aware

Observation: As Health concern is one of the main reasons for non customers not visiting Arun unlimited , Arun unlimited should introduce Low fat, Sugar free, Natural fruit icecreams . Also Non customers feel Arun unlimited should have advertisements

HOW CAN ARUN UNLIMITED INCREASE AWARENESS?

HOW CAN ARUN UNLIMITED INCREASE AWARENESS?

Observation: Arun Unlimited customers came to know about Arun Unlimited mainly through word of mouth. Non customers came to know about their favorite ice cream parlors through TV. Suggestion: Arun unlimited has to use TV as a medium to increase its customer base

TARGET

CUSTOMERS FOR ARUN UNLIMITED

Observation: 47% customers prefer eat in and 40% prefer both. Hence ambience/shop layout is important. The ambience should be attractive for friends and groups especially the 1530 age group. These are the target customers as >31 age group rarely consume ice-cream

IS ARUN UNLIMITED PROVIDING WHAT PEOPLE EXPECT?

Observation: Comparing the previous 2 graphs Arun unlimited has to concentrate on Promotional offers and Pricing.

IS ARUN UNLIMITED PRICING WELCOMED BY CUSTOMERS?

Observation: 69% of customers feel that icecreams at Arun unlimited is overpriced and 71% said they will not visit Arun unlimited if pricing is increased. Arun unlimited has to take care of this as it needs to be sensitive about it’s product’s price hike which may happen due to increasing milk prices etc.

PROMOTIONAL OFFERS EXPECTED BY CUSTOMERS 

Buy one and get one free

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Discount for next time visit

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Free Home Delivery

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Festival season discounts

COMPETITORS FOR ARUN UNLIMITED

IS THE FUTURE PLAN OF ARUN UNLIMITED APPRECIATED BY CUSTOMERS?

Observation: Arun unlimited plans to convert all Arun Unlimited parlors into shops selling all the Hatsun products. It seems to have a good response from customers

FINDINGS FROM QUALITATIVE RESEARCH Focus group & Secondary Data analysis:  Icecream industry in India  How Arun icecreams started?  Meaning of Arun Unlimited  Research paper findings:     

That ice creams and soft drinks have the highest share of stomach among dessert food items in the country. The frequency of ice cream consumption is highest in Delhi and lowest in Hyderabad. Indian consumers prefer cups over cones. That vanilla and butterscotch are preferred over chocolate flavoured ice creams. Youth are not considered while setting up a icecream parlour.

FINDINGS FROM QUALITATIVE RESEARCH (CONTINUED)     

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Ice cream manufacture in Arun Unlimited Shop Layout is very important for an icecream parlour Arun Unlimited new flavour introduction method Arun Unlimited Inventory maintanence Arun Unlimted’s importance to hygiene Deciding factors of shop location Customer Segmentation of Arun unlimited Important factors necessary to attract crowd other than ice creams Lack of advertisements may be the reason for some people not being aware of Arun Unlimited. Lack of promotional offers, other products provided by other icecream parlours may affect Arun Unlimited

HYPOTHESES PROPOSED FROM THIS RESEARCH AND LITERATURES 1. Indian consumers prefer cups over cones(Our research)

2. Preference among age groups - No particular pattern. But among children chocolate is the most liked flavour.(Literature review)

3. The general tendency of a typical customer is to order butterscotch or vanilla unless provided suggestions by the icecream parlor staff. (Expert opinion)

HYPOTHESES PROPOSED FROM THIS RESEARCH AND LITERATURES (CONTINUED) 4. Ice cream parlors do not design their ambience or products with youth in mind but family(Literature review) 5. People > 31 years of age reduce their consumption of icecreams(Our research) 6. Arun unlimited can increase its customer base by TV advertisements and introducing Healthy ice cream options (Our research) 7. Customers prefer Eat in than Take away(Our research) 8. Customers usually prefer coming to parlors with friends rather than family especially among youth(Our research)

RESEARCH PROCESS Type of research: Basic  Research methodology: Qualitative, Empirical  Research design: Exploratory  Research Methods: Secondary Data analysis, Survey  Target population: Customers and Non customers of Arun Unlimited  Sampling frame: Two cities – Coimbatore and Chennai  Sampling method: Convenience Sampling  Sample size: 33 

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