CERTIFICATE
This is to certify that Mr.Mayur R.Warule Is student of Bachelor Of Business Studies program of Institute Of Management & Research, Jalgaon. & he has successfully completed his project on “Market share of Dinshaws Ice-Cream in Nasik city” During the period 15th May 2007 to 15th July 2007. At Sidhakala Enterprises, Nasik. For partial fulfillment of Bachelor Of Business Studies course of North Maharashtra University, Jalgaon. For academic year 2007-08
Dr.TrinathDas PROJECT GUIDE
DIRECTOR
CERTIFICATE To whom so ever it may concern This is to certify that Mr.Mayur R. Warule student of Bachelor of Business Studies from Institute Of Management & Research; Jalgaon has successfully completed his project in our organization. He did his project on, “Market share of Dinshaws Ice-Cream in Nasik city” During the period 15th May 2007 to 15th July 2007. We found him sincere & hard working during the project period. We wish him success in his future endeavors.
For Sidhakala Enterprises.
ACKNOWLEGEMENT
This project was undertaken to fulfill the partial requirement of BACHELOR OF BUSINESS STUDIES .Before proceeding to the report I would like to thank all of them who co-operated through the project. At the out set, I sincerely thank Mr.Prashant S. Warule, The distributor of DINSHAWS ICE-CREAM for permitting me to undertake the project without whose approval this project would not have been possible. I am also very thankful to my project guide for their valuable guidance and advice in the course of this project. Finally I want to thank my dear friends and those who have made direct and indirect co-operation to me in completing this project.
Mayur R. Warule
INDEX
SR.NO.
DETAILS
01.
EXECUTIVE SUMMARY
02.
INTRODUCTION
03.
COMPANY PROFILE
04.
PRODUCT PROFILE
05.
RESEARCH METHODOLOGY
06.
CONCEPTUAL FRAMEWORK
07.
ANALYSIS & INTERPRETATION
08.
SUGGESTIONS & RECOMMENDATIONS
09.
CONCLUSION
10.
BIBLIOGRAPHY
11.
QUESTIONNAIRE
EXECUTIVE SUMMARY
The market research for authorized dealer of DINSHAWS ICECREAM LTD. Was carried out in the year 1932.The sample for the study was various ice-cream shops in Nasik city. A sample size of one hundred fifty various ice-cream shops sales of various company ice-cream. The sampling used in this study was observation and scheduled interviews. The objectives of the study were to find market share of DINSHAWS ICE-CREAM and its compare to other share of icecream company under study. The data collected was edited and tabulated for analysis and following conclusions were drawn from the analysis. 1. The DINSHAWS ICE-CREAM has become so popular in its consumption. 2.
The total consumption of DINSHAWS ICE-CREAM in the area under study is Rs.175823/- per month.
3.
The market share of DINSHAWS ICE-CREAM is 24.59% may be due to its same prices as compared to other icecream
4.
There is good potential for DINSHAWS ICE-CREAM in Nasik city.
INTRODUCTION
The research work carried out below to study the market share of DINSHAWS ICE-CREAM in Nasik in present crises environment. In consumer market commitment to quality & customer satisfaction in the basic success of any organization. “Market share “indicates the position of organization in market as compare to its competitor. Who are engaged in a same business or industry”. DINSHAWS ICE-CREAM is a well organized company. DINSHAWS ICE-CREAM a wide range of ice-cream .As the DINSHAWS ICE-CREAM is newly launched company. The management reviews the over all position of the company in this one year and this available data and information the management adopt a perfect strategy to acquire more growth in the market. Therefore I have selected this company to study the market share of DINSHAWS ICE-CREAM in Jalgaon territory. I conducted market research in a systematic manner by applying all management tools to find out the market share of DINSHAWS ICE-CREAM. I a person who sales DINSHAWS ICE-CREAM and its competitors too with the help of personal interview is collected about sales, rates,quality,service & schemes.
OBJECTIVES OF STUDY
Every study is being conducted with a purpose in it. The study of market of DINSHAWS ICE-CREAM is carried out to achieve the objectives listed below. 01. To study the market share analysis and potential. 02. To have comparative study of value of the product among the other brands in the market. 03. To determine the market share of the product through research and survey. 04. To determine the customer awareness about the product. 05. To identify the competitor and determine their share and position.
SIGNIFICATION OF THE STUDY
The market share analysis and potential to be studied. 01. The study of market share analysis would enable the manufacturer to reach a decision from the fact collected. The decision can be regarding the increase in an advertising campaign. 02. The study will focus on the real picture of the customer’s awareness about the product. 03. It will help the company to build a judgment regarding its competitor and their position. 04. The study will unravel the stage in which the company is at present. If it has reached the boom stage of the trade cycle it can direct its efforts towards extending the boom stage. 05. The study of market potential will help the company to canalize its resources in accordance with the estimated potential market.
COMPANY PROFILE Ice-cream today seems to have captured the fancy of taste buds, the world over caste, color, creed, age society and most of all season is absolutely no bar to its environment, new flavors and color combination. Responding to this, established taste psyche, DINSHAW’S DAIRY FOODS LTD. have introduced “DINSHAW’S ICECREAM” which established in the year1932. DINSHAW’S ICE-CREAM is 77years old organization. The parameters of Indian consumers want the superior quality and taste have grown tremendously over last decade and the one benefit most has been to the ice-cream industry. DINSHAW’S ICE-CREAM comes as a pure change to take its place among the settled brands. Having understood the demand of good refrigeration for the last 77years, thanks to Mrs.Kashmira Bafna the director of DINSHAW’S DAIRY FOODS LTD. seems to have mastered the ratty-gritty of quality production along with refrigeration. DINSHAW’S ICE-CREAM is distributed through over 5000 retail outlets in the states of Maharashtra, Goa, Delhi, Karnataka, Andhra Pradesh, and Tamilnadu. PLANT & EQUIPMENT DINSHAW’S ICE-CREAM and dessert are created in a state of the art, sophisticated plant that is equipped with latest technology and top of the line amenities. The plant is located in Nagpur. They use advanced international technology to create ice-cream with strict adherence to server quality controls and hygiene norms. This ice-cream is a super premium ice-cream whit natural ingredients and available only in selected parlors.
Headquarters B/212, Oberoi Chambers.Opp.Sab.TV, off. New Link Road, Andheri (W), Mumbai-400 053. Telefax: 26733604/14. E-mail:
[email protected] Factory Dinshaws Dairy Food Ltd., Plot No.41/42.,Ayur’s Park. Five Star industrial area, Botti-Bori, Nagpur, Ph.No:07102265085. Dock Yard Dinshaws Dairy Food Ltd., Opp.Hotal Sai Palace, Near Shayadri Nager Bus Stop, Mumbai Agra Haiway, Nasik-9. Tel: 02533254347, Mob: 09823595520. Siddhkala Enterprises, Distributor of Bedekar Pickle, Masale, Bansiram Namkin & Dinshaws Ice-Cream, Shop No.03, Kshitish Apartment, Rane Nagar, Chetna Nagar Nasik.-9. Ph No: 02532390286. Mob: 09860813954.
LIST OF REGIONAL & AREA OFFICE Since the business of the company has Captured the major share in index & also in capital cities market the company has to go for efficient networking channels , so that business dealing do not fall victims in time. Company divided in Maharashtra in nine regions as listed below, • • • • • • • • •
Mumbai Nagpur Nasik Dhule Jalgaon Kolhapur Pune Solapur Aurangabad
In Nasik region following cities are included, • • • • • •
Nasik city Sinner Trambak Iagatpuri Ghoti Ozar • Pimpalgaon • Chandvad • Yevela In Nasik market 117 Ice- cream points. 12 Main Ice - cream parlors.
INFRASTRUCTURE PROVIDED BY COMPANY One of the most motivated things to the retailers is that the Infrastructure provided by company to the retailers. To expand & capture more & more market company always support to the retailers by providing following things. 01. Company delivered a important grade deep freezer of 7.5 cubic feet capacity in very low price. 02. To develop the retailers spot the company provides full advertising support. 03. Provides all 32 ranges of bulk Ice cream. 04. Special schemes to retailers and customers. 05. Extra discount facilities. 06. Good Margin. Following table compare the margin to the distributors& retailer of various competitors’ brands.
MARGIN STRUCTURE Brand’s Name Dinshaws Amul Freshna
Margin to Distributor 10% 06% 17.50%
Margin to Retailer 25.50% 15% 25%
Vadilal Kwality Walls
12% 08%
24% 22%
ORGANISATION CHART MANAGING DIRECTOR DIRECTOR PRODUCTION DIRECTORMARKETING
DIRECTOR FINANCE
REGIONAL SALES MANAGER AREA SALES MANAGER AREA SALES EXICUTIVE PILOT
DISTRIBUTION NETWORK MANUFACTURING UNIT DISPATCH SECTION NASIK OZAR GHOTI IGATPURI TRAMBAK SINNAR CHINCHVAD YEVALA
PRODUCT PROFILE DINSHAW’S ICE CREAM is a super premium ice cream made with natural ingredients and is available only in selected parlors DINSHAW’S ICE CREAM dealing with various categories given below & each one having various flavors TAKE HOME 750ml packs Kesar Pista 70/Choco-Chips 60/Kaju Kismis 60/Butterscotch 60/Mello-Jello 60/Mango Tango 60/Three-in-One 55/Vanilla 50/Strawberry 50/Pista 50/400ml Packs Butterscotch 45/Mango 45/Strawberry 32/Pista 32/Vanilla 32/Raspberry Ripple 32/DOUBLE DELIGHT (750ml+750ml) 1500ml Butterscotch+ Vanilla 110/Chocolate+ Vanilla 99/Strawberry+ Vanilla 95/-
UTSAV PACKS Butterscotch 110/Vanilla 80/Strawberry 80/PREMIUM TUBS Belgium Chocolate (New) 100/Jamaican Malt ‘n’ Almond (New) 80/Praline & Cream (New) 80/Anjeer Badam 80/Nice-Spice 80/King Alphonso 80/Fruit Overload 80/Kesar Kamal 80/Sitafal 80/Choco Chips 70/Butterscotch 70/Pineapple Supreme (New) 70/Vanilla classic 50/IMPULSE ICE LOLLIES Mango 5/Katchi Kairei 5/Orange 5/Nimbu Pani 5/Ripe Strawberry 5/TWINS BARS Mango 12/Raspberry 12/Lychee 12/-
SUNDAES Kesar Kamal 20/Mocha Almond 20/Double Fundae 15/BAR NOVELTIES Choc-O-Nut (New) 20/Kaju Fudge 20/Heart Beat 20/Rainbow 10/LARGE CUPS Kesar Pista 18/Butterscotch 16/Mango Alphonso 16/Vanilla 10/Strawberry 10/Pista 10/SMALL CUPS Butterscotch 6/Strawberry 5/Vanilla 5/CHOCO BAR Champ Choco Bar 14/Choco Bar (New) 10/Choco Bar 8/KULFI Mango Malai 10/Kesar Malai 10/-
NOVELTIES Maha Sundae 25/Cassata 25/Yorker 12/CARNIVAL Choco Chips 20/Butterscotch 20/Badam Roasted 20/Strawberry-Pista 15/Choco-Delight (New) 15/-
RESEARCH METHODOLOGY MEANING Research is an art of scientific investigation; research is the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts and data, analyzing the fact and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalization for some theoretical formulation. OBJECTIVES The following are the objective of the survey. 1. To find out the present market share of DINSHAWS ICECREAM area covered during the study. 2. To estimate the market potential of DINSHAWS ICECREAM. 3. To comparison between DINSHAWS ICE-CREAM & other ice cream company in rates. 4. To comparison service, scheme between DINSHAWS ICECREAM & other ice-cream company in Nasik ice-cream market. 5. To find out shopkeepers expectations from DINSHAWS ICE-CREAM.
RESEARCH DESIGN The research undertaken by the researcher was descriptive in nature. Considering the nature of the research the survey method was adopted. In the survey personal interviews were conducted and a structured questionnaire was administered during the interviews. SAMPLE SIZE From the population of various ice cream shops, sample size in Nasik was taken for the study. SAMPLING METHOD Convenience sampling was used by the researcher because it is easy and cheap to collect data. Moreover the population size was very large to cover so it was best to use convenience sampling. DATA SOURCES The nature of data collection was primary. The primary data for the project was collected while market survey & personal done in ice cream shop.
METHOD OF DATA COLLECTION Various methods were used to collect the primary data. These are 01. Observations 02. Personal interview 03. Schedule. OBSERVATIONS It is the methods of nothing and recording information without asking specific question from the respondents. The advantage of this method is that it is highly effective to provide information asked for. THE AIM OF THIS METHOD OF a) To selling the products by the company. b) To see the problem of shopkeeper at that time selling the ice cream.
SCHEDULE AND INTERVIEWS In this method researcher asks the question from the proforma in the order questions are listed and record the replies in the space meant for the same in the proforma. A schedule was prepared and administered to owner and the managers of various ice-cream companies to now. a) To product and concentrate on more selling product. b) Daily selling current scheme. c) Concentrate on services. d) Information collect competitors product. The advantage of this method is all the required information can be obtained in an orderly and systematic manner since all the questions re formulated in advance. Along with the schedule interviews were conducted. The interviews were totally informal. The advantage of using both methods simultaneously was to collect additional information.
LIMITATIONS Despite having taken all the care in the process of research project it is very necessary to know the limitations of the study. The following are the limitations of this research project. 1. Due to time constraints, the sample size taken was small. 2. Convenience sampling used here has its own limitations. 3. There might have been some concurrent inaccuracies. Whereby the respondents might have given wrong information in order to safe guard against invasion of privacy. 4. The respondents might have resorted to quick and abrupt answers to terminate the quickly.
SCOPE OF STUDY AND ITS UTILITY The scope of study is limited to Nasik city. The survey was undertaken only this areas survey covered the whole Nasik city that is the full information provided to company. The research have been undertaken by the researcher is useful to dealer & company in many ways. The study is useful in finding the market potential and the total consumption of DINSHAWS ICECREAM in the city covered during the survey. The study will help the dealer in targeting those shops first where there is good potential and the selling of DINSHAWS ICE-CREAM is higher. During the study it has been found has been found that still there are many ice-cream company and other company what strategy apply for theses area like rated, quality, schemes, service DINSHAWS ICE-CREAM compares the all company & decides the new strategy
CONCEPTUAL FRAMEWORK Marketing research is the collection and interpretation of data that help the marketing management to get the products more efficiently in to the hands of the consumers. AMERICAN MARKETING ASSOCIATION DEFINES Marketing research as systematic collection, recording, analysis, interpretation and reporting of information about existing or potential markets marketing strategies and tactics etc.Marketing research and market research should not be confused. Market research is one of the market it self that is its size no. of competitor active in it and their market share. Market research can be used for estimating the market share but in reality there may have to be eliminated because of certain factors. Market research is very much significant in determining the market potential. One of the method used by business marketers in determining the market potential is build up method. In this method the first step is identify all the potential buyers in each market and then to estimate their potential purchase. In the research undertaken the potential buyers of DINSHAWS ICE-CREAM are various shopkeeper market research has played an important role. Thus marketing research can help the manufacturer and dealer in deciding his potential market in the context of size of market any manufacturer or dealer seeking a new market would be interested in getting this information because this will help to decide whether or not it will be profitable to enter the market. In this way research plays an important role firstly find out market share & how to the increase the market share.
To analyze the primary data and then decide strategy for increase the market share. any manufacturer or dealer seeking a new market would be interested in getting this information because this will help to decide whether or not it will be profitable to enter the market. In this way research plays an important role firstly find out market share & how to the increase the market share. To analyze the primary data and then decide strategy for increase the market share.
ANALYSIS AND INTERPRETATION
Once the data has been collected. It has to be analysis, which amount to the search for meaning in the collected informatation.It involved the steps like editing, coding and tabulation. The basic purpose of editing is to examine the collected raw data to decked error and omissions and to correct these errors, editing involve a careful scrutiny of the completed schedules. During this phase the answers, which were found to be incompletely answered or erroneous or inconsistent in nature were isolated and the respondents were followed up again. Since a structured questionnaire was made, there was no need of post coding the next step was tabulation in which the responses in different categories were simply counted. Simple tabulation was employed in which statically tools like frequency Distribution and percentage were used PRESENTATION OF INFORMATION. The next step in research project after the analysis of data is the presentation of results so that meaningful inferences can be drawn. The results are presented as follows.
MARKET SHARE MONTHLY ICE-CREAM SALE OF EACH COMPANY. The researcher has taken a sample size of 150 ice-cream shops in Nasik city. The following table shows the market share of each company in Nasik ice-cream market.
Company Dinshaws Amul Mona Top ‘N’ Town Kwality Walls Nishigandha Funtacy Vadilal Freshana Asha
Sales (in Rs.) 175823 224000 90000 68000 1000 68500 29000 9000 75000 1000
Percentage 23.56% 30.16% 12.12% 9.15% 0.13% 9.22% 3.90% 1.21% 10.10% 0.45%
From this table it is seen that out of 20 ice-cream shops. 23.56% ice-cream selling of DINSHAWS ICE-CREAM.
OTHERS (VADILAL, KWALITY WALLS, AMUL) DINSHAWS ICE-CREAM share is 23.56% in Nasik icecream market DINSHAWS ICE-CREAM and Amul are only two companies, which have captured above 50% market. If DINSHAWS ICE-CREAM opens exclusive parlors then DINSHAWS ICE-CREAM can overtake Amul selling. DINSHAWS ICE-CREAM has not given and opened any counter in main market areas like Ravivar Karanga, Dwarka Circle and Collage Road already DINSHAWS ICE-CREAM’s sale in Nasik market is better than any other ice-cream company and if it starts counters in market it would definitely help to increases its sale. RATES The rates of all the companies are generally equal. But special item of ice-cream’s rates are different.Such as party packs, family packs, novelty & other the rates, which are equal of all the companies in regular items such as Ice candy, Bar, Kone, Small Cups & Large Cups.Inthe summer season the main competitor DINSHAWS ICE-CREAM’s i.e. Amul, which changes its rates that means it increases its rates in few items but it is not with DINSHAWS ICECREAM. The company does not change its rates. The rates of this company are fixed for every season means there is no flexibility in rates.
When confronted with shopkeeper they said that the rates of DINSHAWS ICE-CREAM are quite good in comparison with other rates, they said that DINSHAWS ICE-CREAM is giving good quality at cheap rates, they also said that the customers are also satisfied with the rates. This factor has helped to increases the sale of DINSHAWS ICE-CREAM.
SCHEME A scheme is a type of marketing policy, which helps to increases sale of product for company. Therefore company makes use of scheme for giving extra benefit to shopkeeper. The scheme ultimately helps to shopkeeper to increases its sale. Therefore company tries to motivate their customer i.e. shopkeeper by giving different types of scheme. In Nasik market many shopkeepers sale 2 or 3 ice-cream company’s product. Therefore shopkeeper generally tries to sale more product of that company which gives him beneficial scheme. Following are the schemes, which companies have provided to the shopkeeper. 01. DINSHAWS ICE-CREAM. a) Buy five box get one boxes free. b) Buy Novelties six boxes get tuff free. c) Buy Small Cups three boxes get Family pack free. 02. AMUL. a) Buy one Party pack get one free. b) Buy one liter Thumbo get one liter Thumbo free. c) Buy Butter Scotch get Vanilla free. d) Buy Party packs Rs.100/- 1000ml. get 800 ml free. e) Buy on Combo pack 25% free. 03. FRESHNA. a) Buy Rs.750/- premium party packs get Rs.144/- large cup free. b) Buy Rs.750/- Rainbow Cup get two boxes free. c) Buy Family packs get one Family pack free. d) Buy Rs.5000/- ice-cream get one watch.
From pie chart it has been cleared that Kwality Walls quality is best. They have got success to satisfy their customers who is shopkeeper by providing best quality ice-cream. It has been rightly said that quality always matter better that the quantity. Kwality Walls has provided best quality. The material which Kwality Walls uses for the production of there items is better than DINSHAWS ICE-CREAM & Amul. Its ice-cream milky, softy which other companies don’t have the other two companies DINSHAWS ICE-CREAM & Amul, which have better quality. DINSHAWS ICE-CREAM has the quality of creamy ice-cream. While local companies providing fresh ice-cream.
From the pie chart it has been cleared that the services of different ice-cream companies have got responses from the shopkeeper. According to that pie chart DINSHAWSICECREAM service is best many shopkeeper are satisfied with the service of DINSHAWS ICE-CREAM because they gives the service quickly to shopkeeper and he gets product easily as compare to Amul. Shopkeepers that Amul has been in market since few years that’s why they are not try to maintain the relation by giving better service as compare DINSHAWS ICE-CREAM.
QUALITY.
COMRARE QUALITY OF EACH ICE-CREAM COMPANY.
25% OTHERS AMUL DINSHAWS
45%
30%
SERVICE
COMPARE SERVICE OF EACH ICE-CREAM COMPANY
26% OTHERS AMUL DINSHAWS
43%
31%
PERCENTAGE SHARES IN NASIK ICE-CREAM MARKET. DINSHAWS AMUL VADILAL
12%
FRESHNA
4%
23%
9% 0%
32%
0% 9%
TOP'N'TOWN KWALITY WALLS ASHA NISHIGANDHA
10% 1%
FUNTACY MONA
SEASONAL FLUCTUATION
Sales of ice-cream in lacs.
4.5
JAN
4
FEB MAR
3.5
APR
3
MAY
2.5
JUN
2
JUL
1.5
AUG
1
SEP
0.5
OCT
0
NOV 1
DEC
SEASONAL FLUTUATION The sale of the ice-cream is depend on seasonal condition .As shown in the graph the maximum sale of ice-cream is in between Feb. to July. And average sale in between the Aug. to Jan. In other word the demand is increases in summer and goes to its minimum demand in winter
EXPECTED AVERAGE MARKET SHARE (FOR NEXT TWO YEARS)
DINSHAWS AMUL
8%
7% 4%
25%
KWALITY WALLS VADILAL
18% 8%
30%
FRESHNA TOP'N' TOWN LOCAL BRANDS
PRODUCT AWARENESS
PRODUCT AWARE
15%
85%
NOT AWARE ABOUT PRODUCT
PRODUCT AWARENESS OF DINSHAWS ICE-CREAM.
The finding of the research of DINSHAWS ICE-CREAM. All retailers are known about DINSHAWS ICE-CREAM. Advertisement and propaganda at the every retailers, contributed so much to the product awareness. The percentage of the product awareness of DINSHAWS ICE-CREAM is up to 85%.
MONTHLY ICE-CREAM SALES OF EACH ICE-CREAM COMPANY IN NASIK ICE-CREAM MARKET
Average monthly sale of companies in thousand
250000 DINSHAWS AMUL VADILAL TOP 'N' TOWN FRESHNA KWALITY WALLS FUNTASY
200000 150000 100000 50000 0
1
SUGGESTIONS & RECOMMENDATIONS
SUGGESTIONS 1. DINSHAWS ICE-CREAM should be advertised there is much difference between Amul & DINSHAWS ICECREAM’S Advertisement. DINSHAWS ICE-CREAM’S advertisement is very low than Amul. 02. DINSHAWS ICE-CREAM should provide more number of Machines in market. 03. DINSHAWS ICE-CREAM should provide better service to old machines. 04. DINSHAWS ICE-CREAM should open exclusive parlors. 05. DINSHAWS ICE-CREAM must concentrate on other promotion activities like business promotion (Coupon, Gift, Scratch cards) & trade promotion (Free Samples, Schemes). 06. DINSHAWS ICE-CREAM should open new shops in market. 07. DINSHAWS ICE-CREAM has good quality ice-cream but lacking in awearing customers & retailers.
RECOMMENDATIONS 01. DIRECT CONTACT WITH DEALER. All the companies engaged in the ice-cream marketing keeps frequent and direct with retailers. All the companies have recognized the strength of retailers of changing the sale of particular brand .So every company trying to being close to them. Company should arrange the seminars. Beside this they distribute gifts to retailers and company representative frequently visit retailers to solve their problems. The researcher would like to recommend DINSHAWS ICECREAM to appoint representative to visit retailer’s outlet to solve their problems. The researcher would also like to recommend to DINSHAWS ICE-CREAM to arrange for retailers seminars and trips for them also distribute gifts to them for being close to the retailers. 02. STARTING OF CUSTOMER’S EDUCATION CELL. During the research it is observe that most proportion of the product is consumed by marginal customers. During the research it is observed that marginal customers is always reflected and not taken into consideration while taking decision regarding the marketing. During the research it is observed that through big proportion is consumed by marginal customer they are not aware about the difference in the different grades of the ice cream. The researcher would like to suggest that DINSHAWS ICE-CREAM customer education cell to give proper information regarding the ice cream. This cell will give full information to the customers regarding the use of different brands.
03. INSERTION OF GIFT AND CASH COUPONS. Today only distribution gift without any scheme does not make effect on sale. But insertion of coupon can make big effect. The researcher would like to suggest DINSHAWS ICE-CREAM to start lucky coupons schemes. The researcher would also like to suggest providing for cash commission to the mason on every product. 04. PROMPT DELIVERY. During the research it is found beside good demand for DINSHAW ICE-CREAM, company is unable to meet the increasing demand it is resulting into reduction in sale as well as market share. The researcher would like to suggest that company make proper arrangement for prompt of proper delivery. Prompt delivery’s very important factor if there were not prompt delivery your customers are found to buy another brand which can result permanent loss of customers. To avoid these things company must take appropriate measures to bridge the gap between demands of supply. 05. TRANSFER OF ADVERTISING FUND During the research it is found that DINSHAWS ICE CREAM have not achieved 100% success in adverting of there product. DINSHAWS ICE CREAM has not 100% awareness for their product so there is need for heavy advertising expenditure. Company can advertise on hoarding wall painting and newspapers.
CONCLUSION
From the analysis done the following conclusions can be drawn. 01. DINSHAWS ICE-CREAM company’s market in Nasik city is 23.56% & Amul has 30.16%. This means that DINSHAWS ICE-CREAM & Amul have captured more than 50% of market. 02. From survey it is cleared that the quality of Amul is the best but people are also interested in DINSHAWS ICE-CREAM &Quality Walls. They are also better. 03. The rate factor of ice-cream in the market is generally equal. There in not much difference in the rate chart. 04. DINSHAWS ICE-CREAM’S service, which the company provides to the shopkeeper, is the best. While Amul & Quality Walls’s service also better. 05.DINSHAWS ICE-CREAM & Amul are the only two companies, which provided many schemes to their customers. Their scheme has variety, while Quality Walls is the only one company, which gives cash discount to its Customers. 06. DINSHAWS ICE-CREAM has different variety of icecream. They have provided many packs such as select & premium. These two have provided the customer to choose a pack of his choice.
07. Amul has its goodwill. This company is this old company in the market them other’s. Therefore its customers have been purchases it product from many years. 08. As compare to the Amul, .DINSHAWS ICE-CREAM is new company in the Nasik market, Amul has done much advertise still DINSHAWS ICE-CREAM has go success and has good demand.
BIBLIOGRAPHY 01. “Marketing Management” by Philips Kotler 10th Edition in 1998, Hall of India Pvt.Ltd, New Delhi-110001. 02. “Marketing Research” by Luck Rubin 7th Edition in 1999, Hall of India Pvt.Ltd, New Delhi-110001. 03. “Research Methodology Methods & Techniques”, by Kothari C.R. 2nd Edition, Wishwa Publication, New Delhi-110001 04. Company Literature.
QUESTIONNAIRE MARKET SHARE OF DINSHAWS ICE-CREAM IN NASIK ICE-CREAM MARKET.
Retailer Name: Address: Tel.No: 01. How many brands are available in the market today? 02. Which product you sell? 03. Which are the leading brands you think? 04. What is the market share of each brand? 05. Which promotional measure are uses in the business to increases the sale? 06. Which ice-cream selling more? 07. Why more sales? 08. Why less sales? 09. What are the rates? 10. Which quality is best?
11. If good, why? 12. If not good, why? 13. Which company provides best service? 14. What are the schemes? 15. Does the sale affect the seasonal trend? 16. What is the monthly average demand? 17. What is your expectation from DINSHAWS ICE-CREAM?
A PROJECT REPORT ON
“MARKET SHARE OF DINSHAWS ICE-CREAM”
CONDUCTED AREA OF NASIK MARKET
SUBMITTED BY MAYUR R. WARULE
IN THE PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS STUDIES INSTITUTE OF MANAGEMENT AND RESEARCH, JALGAON. 2007-2008
