GURJAR RESEARCH ASSOCIATES

BATCH: 2012-14

BUSINESS RESEARCH PROPOSAL

TOPIC ICE CREAMS

SUBMITTED BY: GROUP C-9 Ali Mohsin P.M. (12124) Mohita Kaushik (12150) Nadeer Muhammed S (12151) Namratha Subramani (12152) Varun Kumar (12175) Vinay Prakash (12178) SUBMITTED TO: Dr. M.R. Suresh Professor, Business Research, SDMIMD, Mysore

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Table of Contents
1.1 EXECUTIVE SUMMARY............................................................................................................... 2 1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT ..................................... 2 1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS ....................................................... 3 1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY .................................................... 3 1.5 BACKGROUND .............................................................................................................................. 3 1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE .................................................................. 3 1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US ............................................................... 4 1.6 EXISTING ICE CREAM MARKET IN MYSORE ......................................................................... 4 1.6.1 BRANDS AVAILABLE IN MYSORE ..................................................................................... 4 1.6.2 ICE CREAM PARLOURS ........................................................................................................ 5 1.6.3 GELATO MARKET .................................................................................................................. 5 1.7 RESEARCH OBJECTIVES ............................................................................................................. 5 1.7.1 ORGANISATIONAL CONTEXT ............................................................................................ 5 1.7.2 OBJECTIVES ............................................................................................................................ 6 1.8 RESEARCH DESIGN ...................................................................................................................... 6 1.9 FIELDWORK/ DATA COLLECTION ............................................................................................ 6 1.9.1 TARGET POPULATION .......................................................................................................... 6 1.9.2 DATA COLLECTION .............................................................................................................. 7 1.10 DATA ANALYSIS ......................................................................................................................... 8 1.11 REPORTING .................................................................................................................................. 8 1.12 COST AND TIME .......................................................................................................................... 8 1.13 DUMMY TABLES ......................................................................................................................... 8 1.14 IRP TABLE .................................................................................................................................. 10 1.15 QUESTIONNAIRE ...................................................................................................................... 11

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1.1 EXECUTIVE SUMMARY

This proposal provides a detailed marketing research strategy designed by Gurjar Research Associates to conduct a study on market prospects of Gelato Italiano, a product of the Pan India Food Solutions Private (Blue Foods) company, one of the agencys clients. The management of Blue Foods have expansion plans to increase its overall market share across various cities all over India through a mix of owned and franchise model. In the process the company wants to study the market conditions, consumer awareness of the brand Galeto Italiano through a market research to expand its operations in Mysore city. The objective of the company is to evaluate the market potential for Blue Foods in Mysore for its Gelato Italiano Brand on an owned model basis. This proposal by Gurjar Research Associates provides an outline of a marketing research plan to fulfil various objectives of the company, Blue Foods. It also includes the detailed price quotation and required time to complete the project and provide an analysis of the overall market conditions. The marketing program has been developed around Blue Foods Mission Statement To bring people together for the most flavourful, natural and fun frozen icecream and yogurt experience while promoting a healthy lifestyle. This integrated campaign will also help to create and promote Blue Foods live and active culture (where customers can have a fun, healthy and flavourful experience). The campaign will even help to communicate and generate consumer awareness. The following pages contain a Situation Analysis process, data collection methods and sampling details, Critical issues, Marketing Objectives & Strategies, Implementation Plan and Financial and Time Projections. The marketing research will involve secondary data collection and market surveys in order to understand the market potential for healthy ice creams and the consumer behaviour towards the same. The details of the fieldwork and the staff are included in the proposal in detail.

1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT

A frozen dessert is defined as any type of dessert made by freezing a mixture of liquids, semi solids, and sometimes even solids. Ice creams contain atleast 10% milk fat and 6% Non-fat milk solids. Anything less than those are considered to be different from frozen desserts Ice creams are creamier and richer in flavour as compared to other frozen desserts

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Business Research GRA Ice creams are further categorized based on the amount of milk fat it has while frozen dessert can be a lot of things

1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS

Ice Cream Served frozen; contains more fat; made from milk; contains more air Gelato Melts faster; softer; less fat; contain less air; churning happens at a slower speed; some are water based and contain no milk; served and stored in a little warmer temperature than ice creams

1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY

Gelato means ice cream in Italian language. Gelato contains less fat, less air with 100% natural ingredients which are mostly water based rather than milk. This ice cream is mostly targeted at health conscious and diabetic population. With the amount of health conscious and diabetic population increasing in Mysore, Blue foods wants to conduct a research to study the market potential of Gelato in Mysore.

1.5 BACKGROUND
1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE
Incorporated in September 2000, Pan India Food Solutions Private (Blue Foods) commenced its operations in Mumbai and fast expanded its orbit covering other major cities across India. Being one of the leading players in organized retail restaurant business, Pan India Food Solutions Private Limited currently dominates approximately 2,01,460 sq ft of food and beverage operations through its brands: Spaghetti Kitchen Copper Chimney Gelato Italiano The Coffee Bean & Tea Leaf Bombay Blue Noodle Bar Food Courts Food Talk and Spoon Penne

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Business Research GRA The companys expansion map has an aggressive strategic roll out plan, which aims to initiate many more Restaurants, Gelato Parlours and Food Courts across India in the next 12 18 months. Over the course of a decade, Pan India Food Solutions Private Limited (Blue Foods) has expanded its presence to cities across the country through a mix of owned and franchise model. By offering a wide range of options for diningbe it a value for money destination or fine dine restaurant Pan India Food Solutions Private Limited reaches out to customers from different walks of life. One of the early movers in the largely unorganized Indian restaurant market, Pan India Food Solutions Private Limited established a scalable national presence. In the Indian milieu, it is one of the few companies to have brands and the platform to achieve country-wide scale and be profitable at the same time.

1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US

Gurjar Research Associates was started by six SDMIMD students in the year 2001. The firm has gained widespread industry acceptance over the years and has handled a large number of projects in various fields. The clients of the company include HUL, P&G, Iglu Labs, Tax Spanner, Nestle India Ltd., Odigma, etc. The company possesses advanced computer equipment and research facilities in its headquarters at Bangalore. The company has an MOU with SDMIMD, Mysore where students are trained by the company and they work as interns for the firm in return. Faculty Development Programmes are also conducted for various colleges in and around Bangalore.

1.6 EXISTING ICE CREAM MARKET IN MYSORE

1.6.1 BRANDS AVAILABLE IN MYSORE
S. No. 1 Brand Nandini Ice-creams Variants Available Brick, Candy, Cup, Stick Ice-creams, Sundae Brick, Candy, Stick, Cup Brick, Candy, Cup, Stick Ice-creams, Sundae, Dessert Ice creams (cakes) Price Range (Rs.) 5-120

2 3

Joy Ice-creams Kwality Walls

5-80 5-210

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Business Research GRA 4 Amul Ice-creams Brick, Candy, Cup, Stick Ice-creams, Sundae, Dessert Ice creams (cakes), Exotic flavoured icecreams Brick, Candy, Stick, Cup Brick, Candy, Stick, Cup, Sundae Brick, Candy, Stick, Cup Brick, Candy, Stick, Cup 5-180

5 6 7 8

MTR Ice-creams Dairy-day Avin Ice-creams Hangyo Ice-cream

5-120 5-120 5-100 5-100

1.6.2 ICE CREAM PARLOURS

S. No. 1 2 3 4 5 6 Parlour Corner House Polar Bear Cream and Fudge Baskin Robbins Cubs Orchid Fresh Price (Rs.) 45-140 45-110 60-130 70-200 50-80 60-110

1.6.3 GELATO MARKET

There is only one player in the market that is the major competitor for Gelato Italiano, called Just Gelato. Usually they maintain a stock of 12 Variants which are changed daily. Top 6 selling flavours are available throughout and other 6 are subjected to change. Out of 12, 10 are Gelato and the other two are sugar-free Yoghurts. S. No. 1 2 3 4 5 Serving Small Cup (1 Scoop) Large Cup (2 Scoops) Small cone (1 Scoop) Large Cone (2 Scoops) Special Cone (2 Scoops) Price (Rs.) 60 80 60 80 120

1.7 RESEARCH OBJECTIVES

1.7.1 ORGANISATIONAL CONTEXT
The management of Blue Foods have expansion plans to increase its overall market share across various cities all over India through a mix of owned and franchise model. In the process the company wants to study the market conditions, consumer awareness of the brand SDMIMD, Mysore 5

Business Research GRA Galeto Italiano through a market research to expand its operations in Mysore city. The objective of the company is to evaluate the market potential for Blue Foods in Mysore for its Gelato Italiano Brand on an owned model basis.

1.7.2 OBJECTIVES
The overall objective is to evaluate the market potential for Blue Foods in Mysore for its Gelato Italiano Brand on an owned model basis. Gelato Italiano is a dessert brand targeted at health conscious consumers of India with its 96% fat free ice creams and yogurts. They have presence in major cities like Delhi NCR, Bangalore, Mumbai, Kolkata, Hyderabad and Pune. The following are the sub objectives of the research: To understand the consumer buying behaviour for ice creams, in Mysore To briefly study the existing ice-cream and gelato market in Mysore To test the awareness of the consumers about healthy dessert-options To evaluate consumer acceptance of a health conscious ice cream To study and analyse the competitors

1.8 RESEARCH DESIGN

1) Secondary Research: This research will try to find answers to the following questions: a. Market size details b. Competitors in the market c. Pricing strategy d. Quantity e. Variety and flavours 2) Market Survey: Face to Face interview will be conducted to study the consumer behaviour and perception towards the brand. 3) Research Approach: The type of research is exploratory and descriptive in nature.

1.9 FIELDWORK/ DATA COLLECTION

1.9.1 TARGET POPULATION
The population will consist of a mix of respondents from various socio economic groups. The School Students consist of people in the age group of 12 to 15 years, College students will SDMIMD, Mysore 6

Business Research GRA consist of graduates, post graduates and above, office goers will basically consist of people in the age group of 25 to 55 years, homemakers will consist of unemployed females in the age group of 25 to 55 years and Senior Citizens will consist of both males and females above 60 years of age. The population considered is basically from urban and Semi-urban areas of Mysore as the product is health conscious ice creams and the company wants us to evaluate the market potential in urban and semi-urban areas. Sample Size: The proposed sample size is as per the table given below. The technique used for sampling is Cluster Sampling (units in the population can often be found in certain geographic groups or clusters), a part of Random Sampling. SAMPLING FRAME School Students College Students Office Goers Homemakers Senior Citizens 30 50 50 15 15 TOTAL SAMPLE

1.9.2 DATA COLLECTION

1. Three different schools selected on the basis of popularity, region and income level of parents. 2. A mix of students from Pre-University Colleges (PUC), UG Colleges and PG Colleges. 3. For office Goers, the type of sampling technique used is Quota Sampling (aim is to obtain a sample that is representative of the overall population, the population is divided by the most important variables like income, age, location etc.). Based on this, the sample will be a mix of IT & ITES and Manufacturing Sector, from industries in and around Mysore. 4. High-income (Kuvempunagar, Jailakshmipuram, Vijaynagar, Saraswathipuram, Yadavgiri) and mid-income (JP Nagar, Vidhyaranyapuram, Lakshmipuram) Residential layouts will be targeted. 5. Parks in residential areas will be targeted to survey the senior-citizens in Mysore (park intercept, a new technique by GRA).

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Business Research GRA Field Staff: To conduct the market survey we have 6 extremely qualified interviewers from a premier B-school.

1.10 DATA ANALYSIS

The analysis will involve computer tabulations, in the form of frequency distributions. Subsequent requirements for statistical analysis will be discussed, once the initial data is evaluated.

1.11 REPORTING
Following the qualitative section of the research, an interim report will be submitted, followed by a meeting with the client to discuss the next stage of the research. A formal presentation of all the findings of the research along with the conclusion will be provided at the end of the research. The responses of the respondents can be provided on request.

1.12 COST AND TIME

Phase 1) Secondary Research 2) Market Survey 3) Quantitative and Qualitative Analysis 4) Final Report 6 10 Human Resource 3 6 3 Time (days) 5 18 10

1.13 DUMMY TABLES

1) Socio-Demographic Details of the Study Respondents Characteristics Age (in Years) Gender Education Occupation Data Mean, standard deviation, median, range Male (n%), Female (n%) School, Graduate, Post Graduate and above Homemaker, Self Employed, Employed, Unemployed, Retired

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Business Research GRA 2) Dessert Preference based on Gender Gender Male Female Dessert Preference Ice Cream X X Yogurt X X Gelato X X Sorbet X X

3) Dessert Preference based on Income Levels Dessert Preference Ice Cream X X X X Yogurt X X X X Gelato X X X X Sorbet X X X X

Income Level <10,000 10,000-20,000 20,000-30,000 30,000 and above

4) Dessert Preference based on age group Dessert Preference Ice Cream X X X X X X Yogurt X X X X X X Gelato X X X X X X Sorbet X X X X X X

Age Group <15 years 15-20 years 20-30 years 30-40 years 40-50 years 50 years and above

5) Chi square analysis for Income level and purchase intention Purchase Intention Income Level No Intention Low Intention High Intention <10,000 10,000X X X X X X Very High Intention X X X X Certain

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Business Research GRA 20,000 20,00030,000 30,000 and above X X X X X X X X X X

1.14 IRP TABLE

Sources of Information Schools Preference of Flavours, Variety (Cone, Cup), Ambience (Play area), Frequency of Purchase Colleges College Proximity, Ambience, Price Range, Students Flavours, Offers (ex. Valentines Day Offers), Service, Frequency of Purchase, Health Consciousness Industries Office Goers Proximity, Ambience, Price Range, Primary Flavours, Frequency of purchase, Health Consciousness Residential Homemakers Health Awareness, Price, Service, Offers, areas Frequency of Purchase, Proximity, Flavours Parks Senior Health Awareness, Price, Service, Offers, Citizen Frequency of Purchase, Proximity, Flavours Internet Popularity of brands , Awareness of health conscious dessert options , Competitors analysis Research Popularity of brands , Awareness of Paper health conscious dessert options , competitors analysis Secondary Wellness Awareness of health conscious dessert Magazines options, No. of articles published on Desserts Newspaper Popularity of Brands, Market Size, (Local and Competitors, Awareness of health National) conscious dessert options, No. of articles published on Desserts Respondent Group School Students Information Requirement Scaling approach Mix of Nominal, Ordinal, Interval

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1.15 QUESTIONNAIRE
Date:_________________ Dear Sir/Madam, We the students of SDM Institute for Management Development, Mysore are conducting a market research to understand your buying behaviour for ice creams and evaluate your awareness about health conscious dessert options. Kindly extend your cooperation in filling this questionnaire and enable us in doing the research successfully. 1. Do you like ice creams?

Yes No
(If Yes, Proceed further, else Thank you for your valuable time.) 2. Which is your favourite ice cream flavour? 1- Most preferred Flavours Vanilla Chocolate Strawberry Butterscotch Fruit flavour Coffee Others (Please mention) 1 2 3 4 6- Least preferred 5 6

3. What do you prefer to have ice cream in/with?

Cup Cone Waffles

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Stick Tub
4. How often do you eat ice creams?

Everyday Once in a week Twice in a week More than 2 times Once in a blue moon (Rarely)
5. You buy ice cream because of (Tick the appropriate) Strongly Disagree Flavour Price Brand name (Ex. Amul, Baskin Robbins etc.) Proximity Offers & Advertisements Quality of Service Disagree Neutral Agree Strongly Agree

6. Which brands you prefer? 1 Most preferred Brand Ranks SDMIMD, Mysore 12 Nandini Joy Ice creams Kwality Walls Amul 8 Least Preferred MTR DairyDay Avin Hangyo

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7. Where do you usually buy your ice cream?

Supermarket Ice Cream Parlour Retail Outlets Ice Cream Cart/Vehicle Restaurants Others (Please mention) ______________
8. Purpose of visit to an ice cream parlour?

Social events (birthdays, anniversaries etc.) Hang out with friends Shopping out with family Exclusively for ice cream No special purpose
9. In groups of how many you usually visit an ice cream parlour?

Alone 2 to 3 4 to 6 More than 6

GELATO - Gelato contains less fat, less air with 100% natural ingredients which are mostly water based rather than milk, i.e. a HEALTHY ICE CREAM.

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Business Research GRA 10. Have you ever heard of Gelato?

Yes No
(If yes, proceed further; else go to question no. 16) 11. Which all brands of Gelato you have heard of?

Just Gelato, Mysore Gelato Italiano Others (please mention)

12. From where have you heard of Gelato?

Dear and Near Newspaper and Magazines Internet TV Others

13. Have you ever tasted Gelato, if yes, which flavours you have tried of and from where? _______________________________________ (If no, please go to question no. 16)

14. Would you like to prefer Gelato over Normal Ice cream?

Yes No, any particular reason _________________________________________

(If yes, proceed further; else, go to question no. 19) 15. What factors influences you to go for Gelato?

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16. Would you like to have a healthy Dessert Option like Gelato, in Mysore?

Yes No
(If yes, proceed further; else go to question no. 19) 17. Are you willing to purchase Gelato Italiano desserts if available in Mysore?

Highly interested Interested Least interested Dont know

18. How much would you like to pay for a scoop of Gelato Italiano?

Less than Rs. 40 Rs. 40 to 60 Rs. 60 to 80 Rs. 80 to 120 Price not an issue!!
19. Name:_______________________________________________________________ 20. Age:________________________________________________________________ 21. Gender:_____________________________________________________________ 22. Adress:_______________________________________________________________ _____________________________________________________________________ 23. E-Mail:______________________________________________________________ 24. Phone No:____________________________________________________________ 25. Occupation:___________________________________________________________ 26. Household monthly income (Tick, if applicable)

<10,000
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10,000-20,000 20,000-30,000 30,000 and above

Thank You

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