Professional Documents
Culture Documents
Ice-cream
The Indian ice cream market was till recently reserved for the small-scale sector. It was
opened to large-scale manufacture only in 1997. Since then the market has been witnessing
fierce battles and huge investments on the part of major players in cold chains and
infrastructure. The overall industry has been growing at a sluggish rate of 3-4 %. But the
organized sector has been growing in the region of 15 % over the last five years.
Introduction
The ice cream market growth picked up after de-reservation of the sector in 1997. Of
the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs
4.9bn, rest all is with the unorganized sector. Among the major players in this industry
Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls
brand. Amul with an estimated market share of 35% is rapidly gaining market share, Vadilal is
the player in the national market with 8-9% of the market share. And lastly Dinshaw’s having
Production area
In rural areas, kulfis / ice creams made by small / cottage industry are popular. The
market for organized sector is restricted to large metropolitan cities. In small towns and
villages, there are thousands of small players who produce ice- creams / kulfis in their home
I.B.M.R.D. A’Nagar
backyard and cater to the local market. Almost 40% of the ice creams sold in the country are
consumed in the western region with Mumbai being the main market, followed by 30% in the
The Indian government adopted the policy of liberalization regarding the ice cream
industry also and it is since then that this sector has shown an annual growth ranging from 15-
20% per annum for last 1- 2 year. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn.
This growth rate is expected to continue for another next 2- 3 years because of lower base.
Types
Indian Ice Cream market can be segmented in three different ways, namely on the basis
of flavors; on the basis of stock keeping units / packaging and on the basis of consumer
segments. On the basis of flavors the market today has a number of flavors like vanilla,
strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry fruit flavors
The market is totally dominated by Vanilla, Strawberry and chocolate, which together
account for more than 70% of the market followed by butterscotch and other fruit flavors.
I.B.M.R.D. A’Nagar
Indian Ice Cream Industry Growth
Year crore
1997-98 500
1998-99 575
1999-2000 661.25
2000-2001 760.43
2001-2003 874.49
2003-2004 1005.66
1200
1000
Rs. Crore
800
600 crore
400
200
0
1997-98 1998-99 1999- 2000- 2001- 2003-
2000 2001 2003 2004
year
I.B.M.R.D. A’Nagar
THE COMPANY PROFILE
INCEPTION
Early 1930s:
dairy business in Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and
transparent business practices, brought prosperity and confidence to the young businessmen.
When opportunity knocked in the form of an Englishman who suggested that they try
manufacturing ice cream, the idea was readily translated into reality. “DINSHAW’S ICE
CREAM” was born in 1933 when Nagpurians came to know the creamy, hand churned
delicacy.
INTIAL GROWTH
An alien concept, ice cream eating was considered a luxury, which could only
be indulged in, on very special days during the sweltering heat of Nagpur’s grueling summer.
The conviction of their ultimate success, and the vision of these young entrepreneurs, far out
weighed the difficulties of running a purely seasonal business with its vagaries of demand . By
mid forties, Nagpur’s gentry had extended ice cream eating into the winter and the name
I.B.M.R.D. A’Nagar
THE SECOND GENERATION GROWTH :
SAM DINSHAW RANA and JIMMY ERUCH RANA put on the mantles of
their august fathers. Burning with the same zeal to succeed, the same uncompromising attitude
towards quality and service, the Rana cousins struck out for wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to replace the
cattle pounds. The dairy business gracefully gave way to its prospering offspring , the ice-
cream business.
dealer-franchises all over central India, where DINSHAW’S enjoy near monopoly even today.
which gave them their initial success, became the foundation of DINSHAW’S business edifice.
Quality consciousness went beyond the quality of relations with employees, business
associates and its ultimate consumer. By 1987 DINSHAW’S was known in central India as not
only the company, which made the best ice creams, but also the company that built best
relations.
Persistent efforts from prospective distributors and dealers of other areas and
greater demand for varieties from existing areas forced DINSHAW’S to expand its
manufacturing capacities. Imported continuous freezers expand plants and storage facilities
demand than by design. Consumer appreciation for its products and for its credo of “VALUE
I.B.M.R.D. A’Nagar
which today are to the tune of 35000 Liters of ice-cream per day. By 1990 the business was
experiencing difficulty in getting regular supplies of good quality to need its ever-increasing
needs. The obstacles were turned into an opportunities to diversify into Diary business.
The firm had turned full circle by coming back to its parent business of Diary which
today has a capacity to process and pouch 1lac liters of Milk per day. The citizens of Nagpur
who were dependent only on milk supplied by Government Milk Scheme and local vendors
welcomed the supply of standardized quality milk and DINSHAW’S became the first branded
Being a responsible corporate citizen and being aware of the needs of protecting its
environment, DINSHAW’S have invested more than Rs.70 lakhs in an Effluent Treatment
Plant, which is a model for any industry of its size. As in all other areas, Dinshaw’s foray in
Bombay has been on a low key. DINSHAW’S have been able to grow in the face of
competition from national and multinational giants of the industry because of the inherent
I.B.M.R.D. A’Nagar
PRODUCT PROFILE
Product is the first of the four P’s of the marketing , Though each of the four p has its
unique position in the marketing mix of the firm , product has a very special position as it
constitutes substantive elements in any marketing offer . The other elements of marketing price
and promotion are normally employed to make product offering unique and distinct . Product is
Type Quantity
Cups 50 ML.
Fundae
Strawberry
Vanilla
Bars
Ice Lolies 50 ML.
Heart Beat 100ML
Tripple Treat 100 ML
Champ Chocobar 100 ML.
Chocobar 100 ML.
Kulfi 100 ML.
I.B.M.R.D. A’Nagar
King Alphanso
Fruit Overload
Choco Chips
Butter Scotch
Pineapple Supreme
Novelties
Sundaes
Maha Sundae 150 ML.
Butter Scotch 100 ML
Mocha Almond 100 ML
Fruity Fundae 100 ML
Cones
Carnival 120 ML.& 60 ML.
Butter Scotch
Choco chips
Orange city
Badam Roasted
I.B.M.R.D. A’Nagar
METHODOLOGY
• Face to face interviews was taken were conducted to get the required
information .
• Analysis of Data
• Drawing Conclusions
• Suggestions/ Recommendation
I.B.M.R.D. A’Nagar
OBJECTIVES
1) Area wise Identifying Potential Prospects, which leads to increase the business.
I.B.M.R.D. A’Nagar
THE PROSPECTS
The Starting point is every one who might conceivably buy the product that is called
suspects and from these the company determines the most likely prospects which it hopes to
convert into first time customers then repeat customers and then clients ..
Following figure shows the main steps of attracting and keeping customers .
Suspects
Repeat Customers
Clients
Inactive or ex custemers
Members
Advocates
Partners
Dinshaw’s has more than 800 outlets in the pune city , but it do not have its presence
in outskirt area ,So the company wants to expand its network , in the process of expansion new
I.B.M.R.D. A’Nagar
So it is very necessary to Study and scan the market , what is the retailers opinion ,
The targeted retailers are the existing customers of any other brand than Dinshaw’s
Amul
Vadilal
Kwality –Walls
Kawre Ice-cream
Pastonji
Freshina
Zebra
Delezia
Natural ice-cream
I.B.M.R.D. A’Nagar
SWOT ANALYSIS
STRENGTH :-
The Indian ice cream market was till recently reserved for the small-scale
sector. It was opened to large-scale manufacture only in 1997. Since then the market has been
witnessing fierce battles and huge investments on the part of major players in cold chains and
infrastructure. The overall industry has been growing at a sluggish rate of 3-4 %. But the
organized sector has been growing in the region of 15 % over the last five years.
this Rs 750-crore market is in today. Not a single multinational brand has been able to make its
presence felt in ice-creams in India as the market continues to be ruled by Indian brands such as
Amul, Kwality Walls, Mother Dairy, Vadilal and several regional ones such as Dinshaw in the
Ice-cream consumption is increasing but very slowly, like any other change in
habit. "But the most enduring change that we have noticed is increasing out-of-home
WEAKNESS:-
The domestic ice-cream market is small in relation to those of other countries in terms
of per capita consumption. India's per capita consumption is about 250 ml against Pakistan's
300 ml, 600 ml in Sri Lanka, 1.2 liters in China and 22 liters in the US.
According to industry sources, the industry is not registering upto mark growth. "As
Indians on an average eat ice-cream only five to six times a year, India's potential is
I.B.M.R.D. A’Nagar
phenomenal," there is not enough advertising in the country. That is why almost half the
market is dominated by the unorganized sector. You can see the case of the soft drinks market
in India and its growth in the past few years, especially after the entrance of Coca-Cola and
Pepsi, of which he says "... their powerful ads did the magic". According to him, "No ice-cream
OPPORTUNITIES :-
The Indian rural market has great potential . All the major market leaders consider the
segments and real markets for their products . A senior official in a one of the leading
company says foray into rural India already started and there has been realization that the rural
Due to multinationals are entering into market job opportunities are increasing day by
day . also Indian ice-cream majors are tie up with other multinationals such as Vadilal with
Nestle India , Dinshaw’s growth strategy to have a tie up with Bapuna Industries ltd . to export
THREATS :-
With intense competition by so many local players making headache to the current
marketers . in addition to this though multinational brands are not yet established but still they
will soon hit the market . Almost 60 to 70% of the revenue is spend on the maintenance and
Indian laws for Ice-cream needs up gradation because they do not offer flexibility for
I.B.M.R.D. A’Nagar
THE AREA WISE BREAKUP
1) Hadapsar
Mohammadwadi Road
No of outlets visited :- 10
Market leader :- Local Ice-cream makers
Existing brands :- Vadilal , Amul
Intrsted :- 3
Avg Sales per outlet :- Rs. 4000 to 6000
Towards Solapur
No of outlets visited :- 15
No of outlets visited :- 10
Market leader :- Vadilal + Amul
Existing brands :- Vadilal , Amul , Kaware
Intrsted :- 3
Avg Sales per outlet :- Rs 7500 to 10,000
Remarks :-
Awareness among retailers about Dinshaw’s ice-
cream.
Market will defiantly respond if targeted in
December – January .
I.B.M.R.D. A’Nagar
• Though some of restaurants on highway after
manjari are interested but the major problem is of poor electricity
supply.
1) Hadapsar Area
Hadapsar Area
mohmadwadi
solapur road
saswad road
solapur road
36%
Market Share
Amul 15
Vadilal 9
K.W. 6
Dinshaw's 5
others 5
others
13%
Amul Amul
Dinshaw's
13% 37% Vadilal
K.W.
Dinshaw's
K.W. others
I.B.M.R.D. A’Nagar 15%
Vadilal
22%
2) From Alandi road to Vishrantwadi
Maula Road :-
No of outlets visited :- 7
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware
Intrsted :- 2
Avg Sales per outlet :- Rs 12000 to 15,000
Sainik Nagar :-
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware , Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 12000 to 15,000
Visharantwadi :-
No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware , Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 12000 to 15,000
Remarks
• Overall area is very much price conscious
• Kwality walls enters the market having 3 outlets
• Retailers are happy with kind of service given by Amul
• Demand for low MRP. .
• Vadilal is giving better service in the region
I.B.M.R.D. A’Nagar
• Some of retailers places 3 brands according to consciousness and
demand of customer
So there is room to introduce Dinshaw’s in such outlets .
Vishrantwadi
17%
maulaRoad
maulaRoad sainik Nagar
49% Vishrantwadi
sainik Nagar
34%
Market Share
Amul 12
Vadilal 6
K.W. 1
Dinshaw's 0
others 3
14%
0%
5% Amul
Vadialal
K.W.
54%
Dinshaw s
27% others
I.B.M.R.D. A’Nagar
3) Yerwada
No of outlets visited :- 12
Market leader :- Amul , + freshna
Existing brands :- Amul , Kaware, Vadilal , Freshna
Intrsted :- 2
Avg Sales per outlet :- Rs 20,000 to 25,000
No of outlets visited :- 7
Market leader :- Amul
Existing brands :- Amul , Kwality walls, Freshina
Intrsted :- nil
Avg Sales per outlet :- Rs 10,000 to 15,000
No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Amul , Vadilal , Freshina , Kwality walls
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000
Remarks :-
• Brand Awareness is zero
• Amul people are not interested
• Amul provides freezer on lease basis for the period of 3 years
• Good service from Amul .
• Near about all sweet marts selling ice-cream of Amul
I.B.M.R.D. A’Nagar
Yerwada
0%
0%
Market Yard
Jail Road
Nagpur chal &Mhada
100%
Market Share
Amul 15
Vadilal 7
K.W. 1
Dinshaw’s 0
Others 6
others
21%
Dinshaw s
0% Amul
K.W. Vadialal
3% Amul K.W.
52%
Dinshaw s
Vadialal others
24%
I.B.M.R.D. A’Nagar
4 ) A’Nagar Road
Viman Nagar :
No of outlets visited :- 10
Market leader :- Vadilal
Existing brands :- Vadilal , Dinshaw’s , Amul
Intrsted :- 3
Avg Sales per outlet :- Rs 20,000 to 25,000
Kalyani Nagar
No of outlets visited :- 15
Market leader :- Amul
Existing brands :- Amul , Kwality walls , Vadilal
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000
No of outlets visited :- 6
Market leader :- Amul
Existing brands :- Amul , Pastonji
Intrsted :- 1
Avg Sales per outlet :- Rs 5000 to 7000
Solapur Bypass
No of outlets visited :- 1
Market leader :- -
Existing brands :- Kwality walls + Local
Intrsted :- 1
Avg Sales per outlet :- Rs 20,000 to 25,000
I.B.M.R.D. A’Nagar
Chandan Nagar
No of outlets visited :- 12
Market leader :- Amul+Vadilal
Existing brands :- Amul , Vadilal , Kaware, Freshina ,
Intrsted :- nil
Avg Sales per outlet :- Rs 17,000 to 19,000
Remarks :-
I.B.M.R.D. A’Nagar
A-Nagar Road
0%
20%
Viman Nagar
0%
Kalyani Nagar
Vadgaon sheri road
11%
Solapur Bypass
Chandan Nagar
69%
Market Share
Amul 18
Vadilal 11
K.W. 5
Dinshaw’s 1
others 10
22%
Amul
41%
Vadialal
2%
K.W.
Dinshaw s
11%
others
24%
I.B.M.R.D. A’Nagar
5 ) Old Pune – Mumbai Bypass
Khadaki Station :-
No of outlets visited :- 3
Market leader :- Amul
Existing brands :- Amul , Vadilal ,
Intrsted :- nil
Avg Sales per outlet :- Rs 17,000 to 18,000
Bopodi
No of outlets visited :- 8
Market leader :- Kwality walls and Amul
Existing brands :- Amul , Vadilal , Delezia , Kwality walls
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000
Kasarwadi
No of outlets visited :- 12
Market leader :- Amul
Existing brands :- Amul , Vadilal , Pastonji
Intrsted :- 3
Avg Sales per outlet :- Rs 15,000 to 20,000
Vallabh nagar
No of outlets visited :- 3
Market leader :- Amul and local
Existing brands :- Amul , Vadilal , Kwality walls , Delezia
Intrsted :- nil
Avg Sales per outlet :- Rs 25,000 to 27,000
I.B.M.R.D. A’Nagar
Kharalwadi
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Delezia , Zebra ,
Intrsted :- nil
Avg Sales per outlet :- Rs 12,000 to 15,000
Pimpari
No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Amul , Vadilal , Dinshaw’s , Delezia
Intrsted :- 2
Avg Sales per outlet :- Rs 20,000 to 25,000
Chinchwad
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal , Kaware , Kwality walls ,
Pastonji,
Intrsted :- 2
Avg Sales per outlet :- Rs 17,000 to 20,000
Akurdi
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal, Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 20,000 to 25,000
I.B.M.R.D. A’Nagar
Nigadi
No of outlets visited :- 7
Market leader :- Vadilal
Existing brands :- Amul , Vadilal , Funtacy , Zebra
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000
Remark :-
I.B.M.R.D. A’Nagar
Old Pune Mumbai Highway
0% Khadaki station
19%
24% Bopodi
Kasarw adi
0% Vallabhnagar
0% Khalarw adi
Pimpari
Chinchw ad
19% Akurdi
38% Nigadi
Market Share
Amul 21
Vadilal 15
K.W. 12
Dinshaw’s 8
Others 10
others
15%
Amul
32%
Amul
Dinshaw s
12% Vadialal
K.W.
Dinshaw s
others
K.W.
18%
Vadialal
23%
I.B.M.R.D. A’Nagar
6) Kothrud To Malwadi
Karve Nagar
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal , Sujjata , Funtacy
Intrsted :- nil
Avg Sales per outlet :- Rs 15000 to 20,000
Warje – Malwadi
No of outlets visited :- 7
Market leader :- Dinshaw’s & Amul
Existing brands :- Amul , Dinshaw’s Vadilal , Freshina ,
Intrsted :- 1
Avg Sales per outlet :- Rs 15,000 to 20,000
Remarks :-
I.B.M.R.D. A’Nagar
Kothrud To Malwadi
Karve Nagar
Karve Nagar
Warje-Malw adi
Warje-Malw adi
Market Share
Amul 5
Vadilal 4
K.W. 0
Dinshaw’s 6
Others 3
others
17%
Amul
28%
Amul
Vadialal
K.W.
Dinshaw s
Dinshaw s others
33%
Vadialal
K.W. 22%
0%
I.B.M.R.D. A’Nagar
Area Avg Sales
Hadapsar 8333
Alandi Road to Vishrantwadi 13500
Yerwada 19166.33
A' Nagar Road 18300
Mumbai Pune Highway 20333
Kothrud To Waje Malwadi 17500
Avg Sales
25000
20000
15000
Rs.
10000
5000
0
Hadapsar Alandi Road to Yerwada A' Nagar Road Mumbai Pune Kothrud To
Vishrantwadi Highway Waje Malwadi
Area
I.B.M.R.D. A’Nagar
Dinshaw’s 10.50%
Kwality Walls 8.66%
Amul 36.66%
Vadilal 27.83%
Others 15.16%
Dinshaw’s
Others
11%
15%
Kwality Walls
9%
Dinshaw’s
Kwality Walls
Amul
Vadilal
Vadilal
28% Others
Amul
37%
I.B.M.R.D. A’Nagar
Area No of Outlet %age
Hadpasar 30 85%
Alandi Road to Vishrantwadi 5 22.72%
Yerwada 15 51.72%
A’Nagar Road 12 27%
Old Pune - Mumbai highway 29 50%
Kothhrud To Warje –Malwadi 11 91.66%
Brand Awareness
100% Hadpasar
90%
80% Alandi Road to
Vishrantwadi
awareness %age
70%
60% Yerwada
50%
40% A’Nagar Road
30%
20% Old Pune -
Mumbai highway
10%
0% Kothhrud To Warje
1 –Malwadi
Area
MARKETING STRATEGY
I.B.M.R.D. A’Nagar
Target Market and overall marketing strategy .
With more than 100crore population and rapidly growing middleclass and the
worlds largest democracy offers a remarkable opportunity. India has a relatively small ice-
cream industry with less number of multinationals and warm environment This represent an
environment of competitive advantage for the superior trademark appeal and produced quality
of Dinshaw’s ice-cream.
With entry of Amul Ice-cream and multinationals like Kwality walls a product
of Hindusthan Lever Ltd. Dinshaw’s facing heat of competition , so it needs to plan its
The marketing mix is used which is a set of tools the firm uses to pursue its
Product
Price
Place &
Promotion
PRODUCT
I.B.M.R.D. A’Nagar
Product is the first of the four P’s of the marketing , Though each of the four p has its
unique position in the marketing mix of the firm , product has a very special position as it
constitutes substantive elements in any marketing offer . The other elements of marketing
price and promotion are normally employed to make product offering unique and distinct .
Type Quantity
Cups 50 ML.
Fundae
Strawberry
Vanilla
Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla
Bars
I.B.M.R.D. A’Nagar
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal
King Alphanso
Fruit Overload
Choco Chips
Butter Scotch
Pineapple Supreme
Vanilla
Starwberry
Pista
Kesar Pista
Butter Scotch
3 in 1
Strawberry(33% extra)
Vanilla (33% extra)
Novelties
I.B.M.R.D. A’Nagar
Sundaes
Maha Sundae 150 ML.
Butter Scotch 100 ML
Mocha Almond 100 ML
Fruity Fundae 100 ML
Cones
Butter Scotch
Choco chips
Orange city
Badam Roasted
PROMOTION
I.B.M.R.D. A’Nagar
Promotion is the major components of the companies total marketing mix . it is the
basic ingredient in non price competition and it is essential element in marketing . Promotion
decisions must be integrated and co-ordinated with rest of the marketing mix so that it may
strategy.
• Dinshaw’s “Dil Deke Dekho offer” on Valentine day which gives redeemable coupon
to attract youth.
PRICE
I.B.M.R.D. A’Nagar
The price is the exchange value of the product , It is value expressed in terms of
monetary medium of exchange . It is a link that binds the customer and the company . It helps
ownership of goods and services from the company to buyers , Price serves to bring supply of
The pricing of the Dinshaw’s’ products are higher as compared with their competitors ,
Due to this Dinshaw’s products gets differentiated and placed in the executive class of the
society .
The company claims though its price is high because of its quality products , and using
The price of almost all the products of Dinshaw’s are near about 20% higher than
The is constantly keeping the eyes on the local as well as national players and do in its
next business strategy the company thinking to reduce price of all the products
I.B.M.R.D. A’Nagar
Storage Facility Number of Outlets Percentage
Own storage 65 32.5%
Provided by Company 86 43%
On lease 49 24.5%
TABLE 2
Credit period
Company Days
Amul. 7-8 days
Vadilal 7 days
Kwality Walls 5-6 days
Dinshaw’s 7 days
Others 10 –15 days
TABLE 3
Rating levels
** more than 60 %
* Below 60%
I.B.M.R.D. A’Nagar
TABLE 4
Dealer Margins
Company Percentage
Amul 17.85%
Vadilal 22.65%
Kwality- Walls 19%
Dinshaw’s 18.5%
Others 20% to 30%
TABLE 5
Product Percentage
Strawberry 30%
Chocolate 18%
Mango 18% (high in summer)
Vanilla 14%
Others 20%
TABLE 6
Importance of Attributes
I.B.M.R.D. A’Nagar
INTERPRETATION
Table 1
Table 2
which is market trend , however the local companies are trying to give it
Table3
• It was observed that almost all the dealers are complaining for many
reasons.
I.B.M.R.D. A’Nagar
• 4 star system is used to find the satisfaction level .
• Amul retailers are satisfied with more than 80 % due to good service .
Table 4
• Local Companies are giving more and more margins trying to push their
• All other companies are giving almost same margin , excluding Vadilal
with 22.65%
Table 5
• Mango flavor is catchy during summer season. With more than 28%.
Table 6
• People It is observed that the people in outskirt of Pune city are just more
I.B.M.R.D. A’Nagar
6.5% company image
10% Advertisement
These are the four factors which affects the buyers decision process
CONCLUSION
1) The response form the Dealers of various companies varies form place to place
2) Amul has highest number of dealers, and then Vadilal. With market share of 36.66%
3) The Amul Retailers are gets tapped and are become more loyal to company than any
4) The local Players are playing with their pricing strategy as a their , which are giving
higher margins .
I.B.M.R.D. A’Nagar
5) It is observed that where-ever there is Depot or Distributor of any company the
6) If Vadilal and some local company outlets are targeted in Dec- Jan then
7) Taste and price are the two main attributes that people feel important for the purchase
of ice-cream.
8) Constant support to the existing Dinshaw’s dealers will help in long term
SUGGESTION / RECOMMENDATION
1) India has a good potential market for the ice-cream, research shows that an average
Indian eats ice-cream four times a year so company must try to increase this rate by
2) During survey it was found that Dinshaw’s has less visibility , which has capability to
should be competitive and upgraded . because the 44% consumers are price conscious.
I.B.M.R.D. A’Nagar
4) Pune has lots of nearby places for picnic, which remains overcrowded on weekends , so
5) Some of the innovative ideas should be made for the high selling retailers. Such as
forming the club and giving them special packages. Which will encourages the dealers.
LIMITATIONS
Necessary precautions was taken in drawing meaningful inferences based on the data
gathered. Although extreme care was taken to best of my knowledge , some findings may not
be that accurate .
1. The most signified limitation has been the individuals involved in this study had a little
experience.
2. The sample size selected for the survey was too small as compared to large population.
3. Since ice-cream being an entertainment retailers are not able to highlight the exact
attributes.
I.B.M.R.D. A’Nagar
4. The project was carried out only in the outskirts of Pune city : so findings on data
gathered can be best true for Pune outskirts only . and not applicable to other parts of
5. Due to unavailability of accurate secondary data, our reliance was made on the primary
data.
QUESTIONNAIRE
Address …………………………………………………………..
…………………………………………………………..
…………………………………………………………..
1. Do you get regular service and support in right time from the company ?
Yes No
I.B.M.R.D. A’Nagar
2. Which is the most favorite flavor ? Why?
3. Do you carry out any sales promotion scheme for the customer ?
4. Are you happy with the sales promotions schemes initiated by the company ?
Yes No
Yes No
Yes No
10. What is the credit period you get from the company ?
Yes No
I.B.M.R.D. A’Nagar
BIBLIOGRAPHY
1) “Marketing Management”
2) “Research Methodology”
3) Business India
I.B.M.R.D. A’Nagar
Acknowledgement
report.
I.B.M.R.D. A’Nagar
I would also like to thank Mr. J.P. Pingle (Regional sales
schedule.
Vitthal P. Bodakhe
I.B.M.R.D. A’Nagar
CONTENTS
1) Ice- Cream Industry
2) Company Profile
3) Product Profile
4) Research Methodology
• Objective
• The Prospects
I.B.M.R.D. A’Nagar
5) SWOT Analysis
8) Marketing Strategy
• Product
• Price
• Place
• Promotion
10) Conclusion
11) Suggestions/Recommendations
12) Limitations
13) Questionnaire
14) Bibliography
CERTIFICATE
This is to certify that Mr. Akshay A. Mahajan student of MIT School Of Management
has successfully completed his Project work Titled “ Identifying Potential Prospects &
I.B.M.R.D. A’Nagar
His performance has been found to be Sincere & satisfactory .
Project Duration
Promodkumar Chintawar
I.B.M.R.D. A’Nagar
Marketing Management by Dr. Philip Kotler
Business India
Times of India
CERTIFICATE
Project Duration
Promodkumar Chintawar
I.B.M.R.D. A’Nagar