Project- Ice Cream Final

PREFACE Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr. Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss. Amrita Rawat he rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SHRIKANT PATEL MBA IST SEM.

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ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SHRIKANT PATEL MBA IST SEM.

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DECLARATION BY THE CANDIDATE Date : I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRAND OF ICECREAM " on Market Segmentation is nay own work conducted under the supervision of MISS. AMRITA RAWAT Department of Business

Management,

SWAMI

VIVEKANAND

INSTITUTE

OF

TECHNOLOGY SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

SHRIKANT PATEL MBA IST SEM.

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CERTIFICATE The project report titled " MARKETING STRATEGIES OF TOP FIVE BRAND OF ICECREAM "been prepared by SHRIKANT PATEL MBA IST SEM. under the guidance and supervision of Miss. AMRITA RAWAT for the partial fulfillment of the Degree of MBA.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the

Examiner

Department

CONTENTS 4

• PREFACE • ACKNOWLEDGEMENT • CERTIFICATE • DECLARATION CHAPTER – I INTRODUCTION • ABOUT PROJECT • AN INSIGHTOF COMPANY HISTORY • MISSION AND VISION • STANDING POSITION OF COMPANY • BRAND VALUE CHAPTER – II OBJECTIVE OF THE STUDY CHAPTER – III RESEARCH METHODOLOGY CHAPTER – IV MARKET ANALYSIS • OVERVIEW • BRANDS CHAPTER – V CONSUMER GROUPS • CONSUMER BEHAVIOUR CHAPTER – VI PRODUCT PROFILE • PLAN FOR PRODUCT MIX • PRODUCT RANGE CHAPTER – VII MARKETING STRATEGY • PRICING • POSITION AND DISTRIBUTION • PROMOTION CHAPTER – VIII ABOUT COMPETITORS • COMPETITOR FOR PRODUCT • PRICE OF COMPETITOR PRODUCT CHAPTER – IX DATA ANALYSISAND INTERPRETATION CHAPTER – X LIMITATION CHAPTER – XI CONCLUSION & SUGGESTION BIBLIOGRAPHY QUESTIONNAIRE

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INTRODUCTION Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to Comparative research. The multidisciplinary approach is good for the flexibility it offers, yet Comparative programs do have a case to answer against the call that their research lacks a “seamless whole”. There are certainly methods far more common than others in comparative studies, however. Quantities analysis is much more frequently pursued than qualitative, and this is seen in the majority of comparative studies which use quantitative data. The general method of comparing things is the same for comparative research as it is in our everyday practice of comparison. Like cases are treated alike, and different cases are treated differently; the extent of difference determines how differently cased are to be treated. The point here is that if one is able to sufficiently distinguish two cases, comparative research conclusions will not be very helpful. Secondary analysis of quantative data is relatively widespread in comparative research, undoubtedly in part because of the cost of obtaining primary data for such large things as a country’s policy environment. This study is generally aggregate data analysis. Comparing large quantities of data is prevalent. A typical method of comparing welfare states is to take balance their levels of spending on social welfare. In line with how a lot of theorizing has gone in the last century, comparative research does not tend to investigate ‘grand theories’, such as Marxism. It instead occupies itself with middle-range theories’ theories that do not 6

purport to describe our social system in its entirety, but a subset of it. A good example of this is the common research program that looks for differences between two or more social systems, then looks at these differences in relation to some other variable coexisting in those societies to see if it is related. The classic case of this is Esping-Anderson’s research on social welfare systems. He noticed there was a difference in types of social welfare systems, and compared them based on their level of decommodification of social welfare goods. He found that he was able to class Welfare states into four types, based on their level

of

decommodification.

She

further

theorized

from

this

that

decommodification was based on a combination of class coalitions and mobilization, and regime legacy. Here Esping-Anderson is using comparative research: he takes many western countries and compares their level of decommodification, then develops a theory of the divergence based on his findings. Comparative research is a research methodology in the social sciences that aims to make comparisons across different countries or cultures. A major problem in comparative research is that the data sets in different countries may not use the same categories, or define categories differently. Comparative research can take many forms. Two factors are space and time. Spatially, cross-national comparisons are by far the most common, although comparisons within countries, contrasting different areas, cultures or governments also subsist and are very constructive, especially in a country like New Zealand, where policy often changes depending on which race it pertains to. Recurrent interregional studies include comparing similar or different countries or sets of countries, comparing one’s own country to others or to the whole world. The historical comparative model involves comparing different time-frames. The two main choices within this model are comparing two stages in time (either snapshots or time-series), or just comparing the same thing over time, to see if a 7

policy’s effects differ over a stretch of time. When it comes to subject matter of comparative enquiries, many contend there is none unique to it. This may indeed be true, but a brief perusal of comparative endeavors reveals there are some topics more recurrent than others. Determining whether socioeconomic or political factors are more important in explaining government action is a familiar theme. In general, however, the only thing that is certain in comparative research issues is the existence of differences to be analyzed. ICE CREAM The origins of ice cream can be traced back to at least the 4th century B.C. Early references include the Roman emperor Nero (A.D. 37-68) who ordered ice to be brought from the mountains and combined with fruit toppings, and King Tang (A.D. 618-97) of Shang, China who had a method of creating ice and milk concoctions. Ice cream was likely brought from China back to Europe. Over time, recipes for ices, sherbets, and milk ices evolved and served in the fashionable Italian and French royal courts. After the dessert was imported to the United States, it was served by several famous Americans. George Washington and Thomas Jefferson served it to their guests. In 1700, Governor Bladen of Maryland was recorded as having served it to his guests. In 1774, a London caterer named Philip Lenzi announced in a New York newspaper that he would be offering for sale various confections, including ice cream. Dolly Madison served it in 1812.

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First Ice Cream Parlor In America - Origins Of English Name The first ice cream parlor in America opened in New York City in 1776. American colonists were the first to use the term "ice cream". The name came from the phrase "iced cream" that was similar to "iced tea". The name was later abbreviated to "ice cream" the name we know today. Methods and Technology Whoever invented the method of using ice mixed with salt to lower and control the temperature of ice cream ingredients during its making provided a major breakthrough in ice cream technology. Also important was the invention of the wooden bucket freezer with rotary paddles improved ice cream's manufacture. Augustus Jackson, a confectioner from Philadelphia, created new recipes for making ice cream in 1832. Nancy Johnson and William Young - Hand-Cranked

Freezers

In 1846, Nancy Johnson patented a hand-cranked freezer that established the basic method of making ice cream still used today. William Young patented the similar "Johnson Patent Ice-Cream Freezer" in 1848. Jacob Fussell - Commercial Production

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In 1851, Jacob Fussell in Baltimore established the first large-scale commercial ice cream plant. Alfred Cralle patented an ice cream mold and scooper used to serve on February 2 1897. Mechanical Refrigeration 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. Continuous Process Freezer Around 1926, the first commercially successful continuous process freezer for ice cream was invented by Clarence Vogt. ICE CREAM INDUSTRY IN INDIA Ice cream industry occupies important place in India. It is one of the consumer goods industries its products is important popular diet. India is an agriculture-based country because of the large number of cattle and large milk production most of the dairy and ice-cream industries has developed and India is well ranked in the world. Ice cream industry has brought magnificent change in the rural economy. It provides employment to the marginal farmers. It has an important role in employment generation and reducing the migration of villagers towards the town and cities for live hood.

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Today the competition in ice-cream of players like amul, Kwality walls , Vadilal etc. as ice cream has been a regular edible item the consumption of ice cream is more. HISTORY AND BACKGROUND OF THE COMPANY Small Beginning, Big Vision, Great Ambitions. Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By 1947, it was a popular local brand there. But in 1947, in the wake of the partition, its founder Satish Chona had to join the exodus into India, with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun and Indore, and finally, settled down in Ahmedabad. No, it was not a case of “Brand Relocation”, or anything else as fanciful. He had to start the venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmedabad Railway Station, churning out the Ice Cream manually. He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which meant the customer got more value for money, and more taste to relish from his Ice Creams. Perhaps he didn't know it then, but he had laid the foundation for one of Western India's most enduring market legends. And good quality, like good character, wins over the situation sooner or later. Today, Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market lore. It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus dealers. That's a very very long way from a hand-cart. Good Old Values, New Generation Leadership Mr.Pradeep Chona, son of Late Shri Satish Chona, today heads the Havmor conglomerate. He has continued his father's quality obsession and streak of innovation. To his father's motto - 'Achchai, Sachchai, Safai'. He added a suffix - “Navu Su Che?” 11

Now that is quite simple, but a powerful reason for taste innovation. In fact, that is not even a corporate axiom. It is the question regular Havmor customers ask at frequent intervals. Because they expect Havmor to keep pleasing their palates in new way, always. Mr.Pradeep Chona set off a series of Changes at Havmor - in technology, in quality & hygiene standards, in management, in HRD and in the overall corporate environment. This re-engineering was complemented by capacity expansions and a flurry of promotional activities, to maintain the company's market presence intact in competitive times... Sometime back, Ankit Chona, Mr.Pradeep Chona's son also joined the business after completing his graduation from the United States. He has been a driving force in expanding the Restaurant division as well as popularizing the Company owned Ice Cream & Fast Food par lour’s known as HAV FUNN. He has brought a lot of innovation and standardization in the business.

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OBJECTIVE OF THE STUDY

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.

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RESEARCH METHODOLOGY According to Green and Tall “A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures” This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. • I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers • I collected some data from the secondary sources like published Company documents, internet etc. Research Design “A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures”. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money.

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In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan “Sampling plan” is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of:  Wide range of population, it was impossible to cover the whole population  Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are:  Probability method.  Non-probability method. “Probability method” is those in which every item of the universe has an equal chance of the inclusion in the sample. “Non-probability methods” are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and 15

open ended questions. The close ended questions included both dichotomous and multiple choice questions.

MARKETING ANALYSIS

Market Share of Ice Cream Industry

Others 19%

Kwality Walls 37%

Arun 6% Ben and Jerry 6% Vadilal 8%

Amul 13%

MTR 11%

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CONSUMER BEHAVIOUR All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Gone are the days when the concept of market was let the buyer’s beware or when the market was mainly the seller’s market. Now the whole concept of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in the market”. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behavior affect the demand for the basic raw materials, for the transportation, for the banking, for the production; they effect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this. Preference a concept in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.

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The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

PRODUCT PROFILE Vadilal Ice Cream Ltd: Vadilal ice cream division has always been a hot favorite with the people both inside and outside the organization. In India, the name Vadilal is synonymous with Ice Cream. The Ice Cream industry in India today has a turnover of Rs. 15 billion [US$ 330 million]. A quarter of this comes from the house of Vadilal alone. But that’s no surprise, considering that we have the largest range of Ice Creams in the country – 120 – plus flavors, in a variety of more than 250 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. Something for all tastes, preferences and budgets. To make it convenient for our consumers to relish our complete range under one roof, we have set up a chain of Happiness Parlors – ‘Ice Cream boutiques’ so to say. Hordes of people flock to these parlors daily because they know that our products contain the purest and creamiest milk, and the freshest and tastiest fruits and nuts.

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Among our products are OneUp Chocobar and King Cone – all-time favorites which have today attained the generic status. Another hit is our Kulfi – traditional Indian milk sweet. Some of our products are a combination with confectioneries. Since our products are highly perishable, quick transport and proper storage are of paramount importance. Hence our refrigeration equipment and deep freezes are imported from companies, which are world leaders in their respective fields. To ensure sufficient, timely and constant ice cream supply, we have a Cold Chain Network comprising three manufacturing plants [totaling a production capacity of 1.25 lakh litre per day], about 23 C&FA, more than 500 Distributors and over 40,000 Retailers. Amul India Ltd: AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 67.11 billion in 2008-09). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development. Kwality Walls Ltd: 19

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 became the first company in the country to use imported technology for manufacturing icecream on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there was no looking back. The Indian consumer market was introduced to “KWALITY WALLS” – the result of a collaboration between global brand Walls and the leading Indian ice-cream brand Kwality. Though the two giants eventually parted ways, the collaboration made Kwality a household name and created deep in roads for the brand in the consumer market.

Today, Kwality is not just a brand – it is the

ice-cream associated with the Indian summer; it’s the first choice in ice-cream for any child or adult during the scorching Indian summers. Kwality ice-creams are trusted not only for their rich, creamy flavours, but also for their trusted quality and nutritious food value. Mother Diary Ltd: Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the following products: Mother Dairy markets dairy products like Liquid Milk, Ice Creams, Flavoured Milk, Dahi, Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, UHT Milk, 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 milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU per litre of milk as a part of social accountability. This program was started with the Mother Dairy, Delhi, since February 1980and 20

there after Mother Dairy is continuing this program on their own as a social responsibility without having any financial assistance from the Government as well as since it is felt that BVM is generally consumed by the middle / lower middle / poor strata of the society. It is also found that the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products.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 Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-theart 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. Ben & Jerry Ltd:

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Since 2003, Ben & Jerry's have been working on a sustainable Caring Dairy initiative, which helps level out needs of the farmers and their cows, as well as the planet's needs. The company has, so far, reduced energy use on their 11 farms by 2%, and converted all their farms to green energy. Also, in 2002, Ben & Jerry's in the USA committed to reducing carbon dioxide emissions by 10% by 2007, and by investing in a variety of efficiency measures, this target was achieved with ease - the USA now produce 32% less carbon dioxide emissions (per pint of ice cream) today (in 2008) than in 2002. This initiative was brought to the exclusive provider of milk for Ben & Jerry's European ice cream production, Beemster Cheese, in 2007. In addition to helping farmers and their cows, in 2001 Ben & Jerry's began sourcing vanilla, cocoa, and coffee, for their smooth ice creams, from cooperatively run farmer associations - these community structures help promote their members' quality of life, improve worker's benefits, and sustain a commitment to their land and communities. In 2006, the world's first ever vanilla ice cream made with Fairtrade ingredients was launched by Ben & Jerry's. 2007 saw the release of Vanilla Toffee Crunch, using 100% Fairtrade certified cocoa, sugar, and vanilla, and in 2008, Chunky Monkey was guaranteed to be traded in accordance with international Fairtrade standards as well.

MTR Pvt Ltd: MTR Foods Private Limited is amongst the top five processed food manufacturers in India. We manufacture, market and export 22

a wide range of packaged foods to global markets that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, Japan and Oman. Starting with the legendary MTR restaurant in Bangalore, India’s silicon valley, we now offer ''complete meal solutions'. Our wide range of products include ready-to-eat curries and rice, ready-to-cook gravies, frozen foods, ice cream, instant snack and dessert mixes, spices and a variety of accompaniments like pickles and papads. Our deep understanding of culinary expectations and needs has resulted in many new and innovative products. Our investments in infrastructure and technology ensure that we can scale rapidly and bring these to market. Today, consumers across the globe count on us to bring them all-natural, wholesome and delicious food that is also convenient and no-fuss. TOP ‘N TOWN

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CANDIES • Raspberry Dolly • Mango Dolly • Zulu Bar • Classic Chocobar 24

• Kacchi Keri SMALL CUPS • Vanilla • Plain Pista • Royal Gulab JUMBO CUPS • Butter Scotch • Chocolate Chips • Lonavali • Pina Chips • Almond Carnival

BIG CUPS • Vanilla • Cashew Treat • Cherry Berry • Butter Scotch • Pina Chips • Kaju Draksh 25

• Kesar Pista

READY SUNDAES • • • • •

Strawberry Sundae Choco Sundae Super Sundae Chic Choc Sundae Mango Sundae

SINGLE SUNDAE TUBS • Black Current • Caramel Crunch • Mocha Brownie Fudge

TOPO CONES • Ringo Bingo • Chic Choc • Butter Scotch • Chocolate • Raja Rani

NOVELTIES • Bon Bon • Bouncer Ball • Sandwich Ice Cream 26

• Slice Cassata • Black Forest I/C Pastry ROLL CUT • • • • •

Malai Kulfi American Nuts Dry Fruit Katri Sun Moon Star Fifty Fifty

PREMIUM TUBS • Fruit Salad Ice Cream • Rose Petal Sancha • Kulfi Nut PARTY PACKS • Raja Rani (Roll) • Swiss Cake • Mocha Brownie Fudge • Pan Ice Cream • Pudding Ice Cream (Tub) • Kesar Malti • Kesar Ras Malai • Rich Coffee/Chocolate • Chocolate Chips • Raj Bhog 27

SUGAR FREE BIG CUPS • Vanilla

BULK PACKS • Cashew Treat • Chocolate Chips • Raspberry Ripple • Pista Malai • Mocha Brownie Fudge • Pan Ice Cream • Pina Chips PARTY PACKS • Vanilla • Strawberry • Chocolate • Anjir

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MARKETING STRATEGIES

Wholesalers and Jobbers A wholesaler, or jobber, is a firm that typically buys goods from manufacturers and resells them to retailers. A wholesaler stocks goods from many different manufacturers in one or more warehouses and ships those goods as one combined order under one invoice. In highly competitive industries, such as those selling consumer products through retailers, several wholesalers might stock identical merchandise, putting much pressure on profit margins. As a result, wholesalers are unlikely to offer ancillary services to you, such as advertising or sales solicitation and service unless you pay for these services in addition to the basic wholesaling charges. So, selling your product to a wholesaler doesn't necessarily mean your merchandise will automatically end up on a store shelf. You and your sales force and/or independent representatives will have to take on the responsibility of creating order demand. Wholesale, however, does have advantages. Retailers hesitate to buy direct from new, small vendors and just feel safer purchasing from established wholesalers. Even if you offer a very deep discount, retailers won't be anxious to buy from you direct. They won't see any value in processing the paperwork associated with establishing and doing business with a small account.

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Distributors Distributors usually serve a multipurpose role. They will perform in a manner similar to that of an independent representative in that they will solicit orders from the retailer for your products. They also act as wholesalers in that they stock your merchandise, too. Distributors may provide other services as well, such as catalogue creation, trade advertising, and trade-show representation. Usually distributors represent manufacturers on an exclusive basis only within their territory. In many industries a distributor will also sell to wholesalers in addition to retailers. In this case, the distributor is called a master distributor. Because a distributor acts as your “salesperson” and often sells to both wholesalers and retailers, it will require a deeper discount rate when purchasing your merchandise than would be the rule with a wholesaler. Most manufacturers don't use distributors. They prefer to sell direct to wholesalers, retailers, consumers, or some combination of all three. However, a good distributor can be an excellent way for a small firm to instantly establish credibility and a presence within either their industry's domestic or foreign marketplaces. Importers The term importer means different things to different people. Often it is used to describe a firm that serves as an exclusive distributor to an overseas territory and provides sales solicitation, warehousing, and invoicing services.

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Sometimes it refers to a firm that arranges to buy merchandise from a foreign manufacturer and resells the merchandise to one or more distributors who then handle the domestic sales functions. Typically, the importer will arrange to have the merchandise cleared through customs, and may also arrange for shipment from the country of origin.

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ABOUT COMPETITOR 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. 32

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.

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DATA ANALYSIS AND INTERPRETATION We have categorized schools in three segments which are as following: • Government schools • Private schools

According to my survey I have following findings ANALYSIS 1. How many different school categories in Indore?

Interpretation: • According to my survey in my project coverage there are two categories of schools Eg. government & private schools. • In that categories there are 35% of the total schools are government & rest 65% are private schools.

2). How many schools having canteen? 34

Interpretation: • Out of the total number of schools surveyed 78% are not having canteen and 22% are having the canteen within the school campus.

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2. In those canteens how many use AMUL product?

Interpretation: • out of those 22 % of schools, which are having canteen, only 20% of the canteens are having AMUL products , rest are not maintaining the range of AMUL products. 36

3. Availability of AMUL product near by schools?

Interpretation: This graph is giving the information about the availability of AMUL products at the near by shops , This shows: 1) AMUL products are available at the 67% of the shops rest are not keeping AMUL products in their shop. 37

4. AMUL vs. other brands products usage in schools and near by area?

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Interpretation: This graph is giving the information about the usages of AMUL products at the near by shops , This shows: 1) AMUL products are used in only 37% of the schools and by the people near by schools. So that it can be interpreted that other brands are having a strong market share in comparison with AMUL.

SUGGESTION • Prizes of Indian ice cream should be reduc. • Innovation should also be brought in the ice cream of India and China. • Marketing strategies should be made with the consideration of lower class • Indian Should adopted more technical ice cream in their range. • China should increase size of the ice cream with more durability.

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SUGGESTIONS & CONCLUSION

REPRESENTATIVES o

Visit at each and every retail shop.

o

Regular visits every week should be there.

RESEARCH/ SURVEY o

More emphasis on research and survey

o

Better understanding of market demand

o

More emphasis on product diversification

PROMOTIONAL ACTIVITIES • Promotional activities for sale should be increased. • Promotional activities like posters, dangler, and hoardings should be enhanced. 40

• T.V. advertisements should be increased. • Local newspaper advertisement should be there i.e. advertisement in Dainik Bhaskar, Nai Duniya, etc.

SERVICES o Damaged product should be taken care of efficiently and seriously. o Machine & Refrigerator must be provided to the retailers.

CONCLUSION The Indian ice cream factory is growing at an average rate of 20%and is now convinced with the fact that it needs to investin:• Technology, • Marketing, • Safety aspects, • Tooling and brand building, if they want to grow further. • European quality at Chinese cost is the formula forgrowth. Prizes of China ice cream should be lower down. Innovation should also be brought in the ice cream of India and China. China should increase size of the ice cream with more durability.

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BIBLIOGRAPHY

Books:o

Kotler Philip “Marketing Management” prentice Hall of India Pvt. Ltd. New Delhi,1999

o

Kothari, CR “Research Methodology” vishwa publication, New Delhi, 2001.

Websites:o

www.yellowpages.webindia123.com

o

www.geetanjaligroup.com

o

www.geetanjalijewelers.in.com

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o

www.smpsahd.com/smps3d/geetanjali.htm

o

www.wikipedia.com

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