AN ANALYTICAL STUDY OF KWALITY WALLS CONSUMPTION PATTERN IN RANCHI CITY, DORANDA

SUBMITTED TO: PROF. KRUPA SHAH SUBMITTED BY DEBOPRIYO MUKHERJEE ROLL NO:M2- 34 CHETANA INSTITUTE OF MANAGEMENT AND RESEARCH
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CERTIFICATE
This is to certify that the study presented by Debopriyo Mukherjee to Chetnas Institute of Management & Research, in part completion of the PGDM under the title An Analytical Study of Kwality Walls Consumption Pattern in Ranchi Cityhas been done under the guidance of Prof. Krupa Shah. The project is in the nature of original work that has not so far been submitted for any diploma of Chetanas Institute of Management & Research or any other University/ Institute Reference of work and the related source of information have been given at the end of each chapter.

SIGNATURE OF THE GUIDE PROF. KRUPA SHAH

DECLARATION

This is to declare that the study presented by me to Chetanas Institute of Management and Research, in part completion of the PGDM under the title AN ANALYTICAL STUDY OF KWALITY WALLS CONSUMPTION PATTERN IN RANCHI CITY, DORANDA

DEBOPRIYO MUKHERJEE

ACKNOWLEDGEMENT
Exchange of ideas generates a new object to work in a better way. Whenever a person is helped and co-operated by other, his heart is bound to pay gratitude and obligation to them. I am honored to be attached with prestigious organization. I extend my sincere gratitude to the management of CHETANAS INSTITUTE OF MANAGEMENT AND RESEARCH for availing me and giving me an opportunity to work with them and assisting me in my project whenever required. I thank PROF. KRUPA SHAH, who spared her valuable time and gave me opportunity to work and undertake this project and guided me throughout this project. I would like to express my sincere gratitude for providing me the opportunity to work and learn with her and with indispensable help and guidance throughout this project and for inspiring me to strive to achieve the best in difficult situations.

DEBOPRIYO MUKHERJEE Chetanas Institute of Management & Research

TABLE OF CONTENTS
TOPICS EXECUTIVE SUMMARY ICE-CREAM INDUSTRY INDIA INTRODUCTION OF THE COMPANY ABOUT QUALITY WALLS PRODUCT,SWOT ANALYSIS & COPETITORS OF KWALITY WALLS LITERATURE REVIEW RESEARCH METHODOLOGY & OBJECTIVES PRIMARY DATA ANALYSIS CONCLUSION,FINDINGS & LIMITATIONS RECOMMENDATIONS BIBLIOGRAPHY APPENDIX QUESTIONNAIRE PAGE NO.
6 7-8 9-11 12-15 16-20

21-23 24-25 26-37 38-39 40 41 42 42-46

EXECUTIVE SUMMARY
The project was undertaken with the objectives to determine the degree of awareness of Kwality Walls ice-cream and to know the most preferred brands in the ice-cream segment. The project also demanded to understand customers perspective towards Kwality Walls. In addition to this the research tried to find out the preferences of consumers towards other brands. The study was conducted in the city of Ranchi, which covers Doranda. HUL is also looking to tap the rural sector so they are also taking into consideration the needs and wants of the people there. They are also studying the consumption habits of the rural people, like most of them are daily wage earners, they are studying the buying patterns of them as well. India has good potential market for the ice-cream industry. Taste and price are the two main attributes that people feel important for purchase of ice-cream. Finally as HUL has been able to create awareness of Kwality Walls but it is more important to convert those competitors customers into its own customers.

ICE-CREAM INDUSTRY INDIA Looking at some industry facts first. In 2011, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume. Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume. Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%. RS Sodhi, Chief General Manager of Gujarat Co-operative Milk Marketing (GCMMF), the makers of Amul, explains, The ice cream market in India can be divided into: the branded market and the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. In 2010-11, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%. Despite a decent growth rate, the ice cream industry faces the challenge of low per capita consumption. Though India has a low per capita ice cream consumption of 300 ml per annum, the trend is slowly changing due to a number of reasons. DARE explores the dynamics of the business. Indian summers are synonymous with ice creams. Come summers, and you will see a number of colorful pushcarts selling the choicest of ice creams in numerous flavors from the traditional vanilla and chocolate to unusual varieties like Mother Diarys Shahi Nazrana. If that doesnt baffle you then the ice cream range definitely would, for example the ice cream range for the children would be entirely different from that for the teenagers or for that matter adults. Or, for those who like to have ice cream in peace, there are a number of ice cream parlors that are opening shop. But did you know that a 100 ml scoop of your favorite ice cream that you ordered may contain upto 50% air! This makes the business a highly profitable venture to get into sometimes, the profits can go upto 100%! However, there are several challenges to this business as well. The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2.3 liters per annum. This when India is a country with hot climate with a young population. Pankaj Chaturvedi, Executive Director of Baskin Robins, explains Indian cuisine has a huge range of desserts in its mix. Ice cream always competes against these for attention. Besides desserts, ice cream also vies for attention with other like foods for example in summers with cold drinks, coffee, juice, etc.
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Another r trend th hat is wi itnessing a change e is the s seasonal n nature of f the industr ry. Having g said tha at, the pea ak season n for ice c cream still remains the summe er months of April-J June and dips d in th he months of Novem mber-Febru uary. Accordi ing to the industry players, p th his trend e especially h holds true e for the N North and the e Western parts of In ndia. Acco ording to P Pankaj Ch haturvedi, The varia ation in sales s for Bask kin Robins s can rang ge from 15 530% fro om season n to off sea ason depend ding on geo ography an nd brand.

INTRODUCTION Background of the Organization

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The companys Turnover is Rs. 17,523 crores (for the financial year 2011 2012)HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 40 billion in 2009 Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to help people feel good, look good and get more out of life with brands and services that are good for them and good for others. It is a mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

HUL at a glance
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands touch the lives of two out of three Indians. They endow the company with turnover of Rs.17,523 crores (for the 12 month period April 1, 2011 to March 31, 2012).

Our vision
Unilever products touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

Comp pany structure e

Hindus stan Unilever Limite ed is Indi ia's larges st Fast Mo oving Con nsumer Go oods (FMCG) ) company y. It is present p in n Home & Person nal Care a and Food ds & Beverag ges catego ories. HUL L has abou ut 15,000 employee es, includi ing over 1 1400 manage ers.The fundamenta al principle e determin ning the organisatio on structure is to infus se speed and flexib bility in decision-m d making and d impleme entation, with empowe ered mana agers across the com mpanys na ationwide operations.

Our Brands B
We see e opportun nities to grow g our brands b by address sing some e of the m most importa ant social and envir ronmental challenge es facing t the world today.For this we need d to integr rate the so ocial, economic and environme ental dyna amics into o our brand developme d ent process. To achi ieve this U Unilever gl lobally dev veloped Br rand Imprint t methodol logy. It is a rigorous s, diagnost tic 360 pr rocess tha at analyses s the social and a econo omic value e as well as a the neg gative imp pacts of a brand. It also generat tes insight ts into con nsumers' concerns c a as citizens and the v various ma arket forces that t are sh haping the e Social, Economic E and Envir ronmental l agenda. This method dology is being rap pidly appl lied to va arious bra ands to e enhance t their positive e impact.

Our People P
A subsi idiary of Unilever, U a global MNC, HUL has alway ys operated d its busin ness rooted in Indian values. Th he interest of India and its p people hav ve remaine ed at the core e of HUL. This T belief f is also re eflected in our vision n statemen nt to earn n the love and respect of India by making a real diff ference to every Indian.. It dr rives
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the entire HUL family towards achieving new heights of business success while benefiting India through our strategy of doing well by doing good.

Our goal
Our goal is to build capability of our people so as to enable them to grow markets with innovative solutions and make a difference to India and create a competitive, profitable and sustainable business.

Our approach
Our biggest asset is our people and they are the central pillar that supports our growth agenda. We nurture, care and drive our people to fulfill their optimal potential. We enable them to develop new skills to stay on top of the success curve. The key action areas are:

Build capabilities of our people Ensure employee health and safety Instilling values

Our Processes
Our processes are the key to how we carry out our business. Across the value chain our operations impact the society and the environment. Our processes enable us to ensure that we carry out our business in a sustainable and responsible manner at every stage.

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KWALITY WALLS
The twentieth century saw an explosion of sorts in the popularity of ice cream owing to availability of cheap refrigeration. Italian confectioners made Gelato, their own form of Ice Cream, which became immensely famous due its texture and lightness. During the St. Louis Worlds Fair in 1904, cones were used for the first time to serve Ice Cream. A chemical research team in Britain came up with the soft ice cream, which had more air in it. It became immensely popular because of its creamy yet light texture. Today, it is popularly known as the Softy ice cream. In the 1980s, the older, thicker ice creams made a comeback and were referred to as Premium Ice Creams. We believe that people need small moments of pleasure in their lives. Our passion is inspired by our love for simple ingredients like milk, fruit and chocolate, which make our products the best The Pleasure Food there is. The Indian Scoop Kwallity Walls was launched in 1995 as Hindustan Unilever Ltd s. master brand for ice creams. With in-depth knowledge of the Indian market and Unilevers state-of-the-art technology, Kwallity Walls has been delivering superior quality products under its international brands. Hindustan Unilever started by merging 6 existing ice cream brands in the country and then launched Kwallity Walls range of ice creams and frozen desserts.

The Global Scoop

Unilever is the world's biggest ice cream manufacturer, with an annual turnover of 5 billion Heartbrand products are sold in more than 40 countries. The Heartbrand operates under different names in different markets (Wall's in the UK and most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands) We believe that people need small moments of pleasure in their lives. Our passion is inspired by our love for simple ingredients like milk, fruit and chocolate, which make our products the best Pleasure Food there is. In a world of stress, denial, restraint and 'less is more', providing moments of daily pleasure is still really important for our customers and their families. Moreover, we take great pride in believing that we are, in a way responsible for putting that smile on the consumer's face. Taste the fun side of life.Mention ice cream and most people think of the Heartbrand. The brand with the big red heart logo is behind many much-loved ice cream classics - from indulgent
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treats like Magnum and Cornetto, to the refreshing fruit tastes of Solero and family favourites like Viennetta. Making you happy Few foods are guaranteed to put a smile on people's faces like ice cream. Butwhile ice cream should always be fun, we've an ever-growing range of lower fat, lower sugar products. Heartbrand now provides lighter versions for those watching the calories and smaller sizes for smaller appetites, as well old favourites - there's something for everyone. Ice Cream makes you happy its official! A study carried out using FMRI brain scanners showed that eating Wall's had an immediate effect on the part of the brain that is activated when someone is really enjoying themselves - The pleasure areas . So we now have scientific evidence to prove what we all already knew, that ice cream really does make you happy!

Kwality Wall's : Pleasure Up

Kwality Wall's is one of the major brands in the Indian icecream industry. The brand Kwality icecreams which was one of the first icecream brand of India came in into existance in 1940. In 1956, the brand which was a local brand began to spread its wings. In 1995, Kwality Icecreams came into HLL's fold and is now marketed as KwalityWall's. The Indian icecream market is estimated to be around Rs 1500-2000 crore with the organised market hovering around 600 crore. Kwality Wall's had a market share of around 40% of this segment. Although HLL and Amul is claiming leadership in the Indian Icecream market, the fact is that the market is highly fragmented and increasingly commoditised. Amul entered the icecream market with a low price that changed the entire dynamics of the game. Kwality Wall's could not sustain the price competition and withdrew from the mass market. This has resulted in Amul gaining the market leadership position with around 27 % and Kwality walls reduced itself as a premium player. ( the market share figures are terribly confusing ). With so many players in the market with little differentiation, the market is facing the issue of commoditisation. Flavour,taste, quality and Branding are the major differentiation opportunities in this industry. Flavour and product varieties were the route taken by major players. But flavours/varieties can be easily replicated by the competitors. Hence the only meaningful differentiation could be the brand. Kwality Wall's has some of the blockbuster product varieties up in its fold like the Cornetto, Feast, Viennetta. But could not sustain because the same was imitated by the competitors.Cornetto became a generic name but HLL could not capitalise on that popularity.Amul took the life

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out of Kwality by positioning itself as " The Real Icecream" since Kwality is mainly made of vegetable oils.

Kwality Wall's

is a major producer and distributor of ice cream and other dessert products in India, Pakistan, Sri Lanka, Malaysia and Singapore. It is a company of Hindustan Lever Limited, the arm of Unilever in India, and is an extension of the Wall's ice cream brand of Great Britain.Kwality, the original Indian company, was founded in 1956, and was the first in the region to import machinery for the mass production and sale of ice cream on a commercial scale. In 1995, in view of the growth potential of the frozen confections market, Kwality entered into an agreement with Lever, and has since been known by its current umbrella name. At the same time, other brands acquired by Hindustan Lever, such as Gaylord-Milkfood, were phased out in favour of promoting the Kwality Wall's brand. This arrangement allows for local production and sale of Wall's products that are popular in its home market, such as the Cornetto cone, and to create local variations on others, such as the Feast Jaljeera Blast. There are over 300 Kwality Parlours in India, which capture consumers with their delightful range of ice cream flavors and sundaes. These Parlours attempt to capture on the move and out and about consumer trends and hence are either exclusive Parlours in colonies/ residential markets or kiosks at multiplexes, mass malls, etc.

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 ice-cream on a commercial scale. As the icecream 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; its 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. Kwality Walls, the brand with a big heart, offers a range of delightful frozen desserts that bring smiles to the faces of millions of Indians kids, teens and
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adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop, Selection & our award winning parlour concept, Swirls. In a world of stress, denial and restraint, providing moments of daily pleasure to consumers, through our delightfully delicious products, is our passion. We believe in spreading happiness and smiles through every cone, cup, stick and tub we sell. Our biggest satisfaction comes from the look of bliss and happiness of our consumers faces, as they devour our products. Our passion is inspired by our love for simple ingredients like Milk, Fruit and Chocolate, which make our products the best Pleasure Food there is. Mention ice cream, and most people in India think of Kwality Walls and the big heart. The brand with the big heart logo is behind many much-loved ice cream classics - from indulgent treats like Cornetto & Feast (for teens and young adults), to Moo & Paddle Pop (for kids), to family favourites like our Selection range of Red Tubs, Italian Gelato and Viennetta.

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PRODUCTS OF KWALITY WALLS

1. FEAST Chocobar Chocolate Fruit & nut 2. CORNETTO Strawberry tease cake Black forest flirt 3. SELECTION 4. MOO Sandwich multi pack and stick 5. PADDLE POP Fun mango and jelly burst Black forest Dutch choconut Fruit & nut Mocha brownie fudge Strawberry currant Tiramisu Nochiola

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SWOT ANALYSIS STRENGTH: 1) Adequate availability of raw materials.

2) High consumer retention rate. 3) Reasonable price- it provides a competitive advantage to the company. 4) Natural product. 5) Brand loyalty among the general consumer.

WEAKNESS:
1) Seasonal availability of food which required as raw material. 2) Late entry into the market 3) Financial resources are very limited.

4) Lack of proper marketing network.

OPPORTUNITY: 1) Participation with a growing industry.

2) Wellness awareness amongst consumer. 3) Proper utilization of available resources to decrease the per unit cost. 4) Growing demand for milk & milk product.

THREATS: 1) Cut throat competition- A number of hard core competitors are present in the market (like Amul , Vadilal, Robbins & Baskins , Nestle, Mother Dairy, etc). It is concern for the company as there are wide array of brand of competitors 2) Scarcity of raw material.
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COMPETITORS AMUL THE TASTE OF INDIA

AMUL ICE-CREAM
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of Real Milk. Real Ice Cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999. It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top. Today the market share of Amul ice cream is 38% share against the 9% market share of HLL, thus making it 4 times larger than its closest competitor.Amuls entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time due to price differential, quality of products and of course the brand name. Amul has got 70000 retail outlets for its icecream brands in India and it is planning to extend its distribution network by further adding 15000 retail outlets in India. During summer Amul plan to promote their brands through preferred outlets Amul Parlors and Amul Scooping Parlors across the country. Amul has got 5000 Amul parlors and 400 scooping parlors in India. However it is planning to add 2000 Amul Parlors and 500 Amul Scooping Parlors this summer.

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MOTHER DAIRY ICE-CREAM

In 1996 Mother Dairy came up with its ice-creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata, Punjab, Rajasthan, UP & Uttaranchal. Next year, it plans to go south to Hyderabad and Bangalore. With India's per capita consumption of ice-cream at 200 ml - being among the lowest in the world, opportunity for ice-cream marketers is abundant. And mother dairy is all geared up to take advantages of the opportunities ahead. Mother dairy has a huge variety of ice- creams in its portfolio, from impulse to take away to gallons. The range will be available at Mother Dairy booths, retail outlets and push carts. In the ice-cream business their major competitors are Amul, Kwality Walls, Cream bell and Vadilal. Among these Amul, Kwality Walls are giving neck to neck competition to mother dairy.But to stay ahead of the competition require special effort. Mother dairy ice-creams strategy of product differentiation is value created through quality of the offerings as well as innovations in products. And this is backed by a relevant marketing and promotion campaigns. At present company claims 65 per cent market share in the ice creams market in Delhi and the National Capital Region. A harsh summer, a keenly contested battle, and a pampered consumer. It can't get hotter than that for the ice cream industry

PRODUCTS
Bars & Cones 1. Mega Bar 2. Chocolate Treat 3. Choco Bliss 4. Butterscotch 5. Choco Vanilla 6. High On Coffee 7. Mini Choco Bliss

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VADILAL
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 thats 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. 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. Vadilal has two ultra modern ice-cream manufacturing plants - one at village Pundhra, Gujarat and another at Bareilly, U.P. Both plants are ISO: 9001:2000 and HACCP Certified. Certification of Bareilly plant is done by BIS and Pundhra plant is done by BVQI under the latest regulations of food safety system, September 2002.We have integrated backward by making biscuit-cones and paper cups; and forward, by fabricating deep freezers and refrigerated vehicles. These help us to serve our distributors, some of whom are situated over a thousand miles away. In days to come, we plan to further expand our manufacturing facilities to meet the growing demand of Ice Creams.

PRODUCTS
CUPS CANDIES KULFIS CONES NOVELTIES PARTY PACK BULK PACK 20

LITERATURE REVIEW
ICE CREAM DEFINED Super-Premium Ice Cream has very low overrun (air) and high fat content, and uses only the highest quality ingredients Ice Cream is a frozen dessert product containing at least 10% milk-fat and at least 20% total milk solids, safe and suitable sweeteners and optional stabilizing, flavoring and dairy derived ingredients Reduced Fat Ice Cream is made with 25% less fat than the referenced ice cream Light or Lite Ice Cream is made with 50% less fat or 1/3 fewer calories than referenced ice cream, provided that in the case of caloric reduction, less than 50% of the calories are derived from fat Low fat Ice Cream contains not more than 3 grams of fat per serving Nonfat / Fat Free Ice Cream contains less than 0.5 grams of fat per serving No Sugar Added Ice Cream may contain artificial sweeteners, but is not sweetened with added sugar Sorbet is frozen dessert similar in composition to an ice. It is a non-dairy product with relatively high sugar content. It generally contains fruit, fruit puree or fruit juice. Exotic flavors are often used and citric acid may be added to enhance the taste

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The Ice Cream Business The ice cream industry has traditionally grown at a healthy rate of 12% yearon-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as Mobile Vending Units have been increasing year on year to reach out to a larger set of consumers. Besides, consumers also have the choice of trying out varied product offerings from different brands to keep them excited, Paul Thachil, CEO Dairy & Foods, Mother Dairy Fruit & Vegetable. What exactly is defined as ice cream under the guidelines? The Prevention of Food Adulteration (PFA) Rules, 1955 define ice cream as a frozen product that contains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted stabilizer and emulsifier. Players who deviate from these norms tactfully call their product "frozen dessert. However, it is illegal to sell ice cream which have contents below these specified standards.

The Challenges There are several challenges that affect the industry adversely. As mentioned earlier, the industry players not only face competition from their competitors, but also from other like foods. Though changing, consumers still consider ice cream as a dessert and a side item. Sharing his experience, Sidharth Jaiswal of Joos, a juice bar chain, says, We had introduced ice creams on an experimental basis in our juice outlets in Ahmadabad. We observed that consumers ordered ice creams as a side item or only when they were accompanied by children. We eventually decided not to move ahead with it. Moreover, of the ice cream consumption in India, nearly 60% is accounted to by three flavors of vanilla, strawberry and chocolate. And to be on the safer side, major players tend play around these flavors only. For big players, regional competition from smaller players is another major issue. Another major problem faced by the industry players, especially while expansion, is poor infrastructure such lack of cold storage and in case of rural penetration, even erratic power supply becomes an issue. This is especially true for big players. Manish Vithalani says, Besides the presence of other players, another hurdle is the the high rent charged for floor space, especially in malls. This also becomes a problem when we try to expand. Today ice creams are equally popular among children and grown-ups. Eating ice creams have become an occasion for celebration. In India alone, the
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organised ice cream industry has a turnover of around Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-15% annually. Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan. This presents a huge opportunity for organised players in the ice cream industry.

BRANDED ICE-CREAM SECTOR The branded ice-cream sector is set to witness rising temperature as Hindustan Unilever Ltd (HUL) and Gujarat Cooperative Milk Marketing Federation Ltd (GCMFL) fight it out for visibility and reach. To sustain its competitive edge, Amul (with 36% market share) is extending its distribution network by adding 15,000 retail outlets. Amul has around 70,000 retail outlets for its ice cream brands in India. Rival HUL (makers of Kwality Walls) is investing in increasing availability and visibility for its products in key markets in top 23 cities across the country. "Our business strategy is focused on driving growth in the key ice cream markets in India with long-term growth potential, said a HUL spokesperson. Kwality Walls is available at over 35,000 outlets across top 23 cities in the country, including exclusive parlours. "A very strategic and key part of the business is the vending operation, which has been a key driver of availability and growth," added the HUL spokesperson. The Rs 1300-crore branded ice cream sector is currently growing at 15% a year. Amul Ice Cream faces stiff competition from Kwality Walls, Mother Dairy and other regional brands With increasing competition, this sector is expected to register around 20 % growth this year, said a Mumbai-based analyst. To take on Amul , HUL is sharpening its focus on new launches and is launching high-voltage television campaigns to woo consumers. "In 2010, we have launched over 10 new products to meet diverse needs of consumers. Our frozen Desserts/Ice Cream business has been growing well, with the five-year compounded annual growth rate for the business at a healthy 21%," said HUL spokesperson. Like Amul, Kwality Walls has also been aggressively growing its Out-of-Home foot print through ice cream parlours. The company has 300 ice cream parlours and 100 Swirls parlours across the country. Analysts say that per capita consumption of ice cream in India is around 250 ml compared with 23 litre in the US, 18 litre in Australia, 14 litre in Sweden and 800 ml in Pakistan.

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RESEARCH METHODOLOGY
RESEARCH DESIGN
The research is based on DESCRIPTIVE STUDY and I have used CONVINENCE SAMPLING TECHNIQUE to serve the purpose..

SAMPLING UNIT: - College students, Working Professional SURVEY: The survey was carried out in Doranda, Ranchi. SAMPLE SIZE: A sample of 65 was taken which included youth and adult. Data Collection Sources a. Primary Data Primary data was collected .by the survey method. The respondents were personally interviewed with the help of a structured questionnaire. b. Secondary Data - Secondary Data was collected from Magazines, Journals, Newspapers, and Internet etc. RESEARCH APPROACH: SURVEY A survey is a research technique used to gather information from a sample of respondents by employing a questionnaire. Normally surveys are carried out to obtain primary data. DATA COLLECTION INSTRUMENT Structured Questionnaire (Non-Disguised Questions) A questionnaire is a set of structures questions to be asked from respondents in a particular order with appropriate instructions. A questionnaire serves four functions enables data collection from respondents, lends a structure to interviews, provides standard means for writing down answers and help in processing the data collected.

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Tools Used for Research Tools used for this research are Questionnaire, Short Interviews, MS- Excel, and Google Documents. A brief questionnaire focused to collect the relevant information was prepared. Respondents were asked to fill the questionnaire. The data gathered through these questionnaires were analyzed using MS-Excel to judge the target audience behavior and major factors, which influence them to consume Ice-creams. Objectives of The Study To know where Kwality walls lies in the mindset of consumers To determine the degree of awareness of Ice-cream To know the most preferred brands Explore the mindset of the consumer towards ice-cream Understanding the factors affecting buying behaviour

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PRIMA ARY DAT TA ANAL LYSIS

GEND DER

37% are female while w 63% are male

AGE

ong from the t age gro oup 31 to 40 4 while 9 91% belong from 21-30 9% belo

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CONSUMPTION OF ICE-CREAM
120%

100%

80%

60%

100%
40% 20%

0% YES

0
NO

All the respondents consume ice-cream

CONSUMPTION OF ICE-CREAM BRANDS

26%

27%
KWALITYWALLS DINSHAWS AMUL ROBBINS&BASKINS

9% 26%

27% of respondents consume Kwality Walls while 26% respondents consume Amul and Robbins & Baskins.
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AWARENESS OF KWALITY WALLS

120%

100%

80%

60% 100% 40%

20%

0% YES

0% NO

All the respondents were aware of Kwality Walls Ice-cream

BRAND WITH BEST TEST

27% 44%
KWALITYWALLS AMUL DINSHAW ROBBINS&BASKINS

18% 9%

44% Respondents say that Roobins & Baskins has got the best test in icecream segment while 27% respondents prefer Kwality Walls.

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BEST PRICED BRAND 0% 18% 9%

KWALITYWALLS AMUL DINSHAW ROBBINS&BASKINS

71%

71% respondents say that Amul is the best priced brand while 9% respondents say Kwality Walls is the best priced brand.

BRAND WITH BEST QUANTITY

10% 6% 37%
KWALITYWALLS AMUL DINSHAW

26%

ROBBINS&BASKINS MOTHERDAIRY

21%

37% respondents believe that Kwality Walls has got best quantity as a brand followed by Dinshaw and AMUL.
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BRAND WITH BEST AVAILABILITY

6% 35%

KWALITYWALLS AMUL DINSHAW

45% 9%

ROBBINS&BASKINS

45% respondents said that Amul is available always and everywhere while 6% respondents believe that kwality walls is available everywhere

BRAND WITH BEST OFFERS

9% 8%
KWALITYWALLS

45% 18%

AMUL DINSHAW ROBBINS&BASKINS MOTHERDAIRY

18%

45% respondents said that Kwality Walls has the best offers
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BEST PACKAG GED BRA AND

% 35%

KWALITYW WALLS AMUL DINSHAW

55% 9%

ROBBINS&BASKINS

0%

55% resp pondents said d that Kwali ity Walls is the best pac ckaged brand d

KWAL LITY WA ALLS AWAREN A NESS

espondents said th hat they knew k abo out Kwalit ty Walls t through p print 24% re advertis sements while w 23% knew thro ough hoard dings

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CONSUMPTION OF ICE-CREAM IN A DAY

0% 18%
MORNING NOON

18% 62%

EVENING NIGHT

62% respondents consume ice-cram during night while 18% consume during noon and evening

CONSUMPTION OF ICE-CREAM

ICECREAMPARLOURS

43%

RESTAURANTS

26%

RETAILOUTLETS

23%

PROVISIONALSTORES

8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

43% respondents consume ice-cream at ice-cream parlours while consume at a restaurants and 23% consume at retail outlets.

26%
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KWALITY WALLS PREFERENCE

18%

YES NO

82%

82% respondents prefer Kwality Walls

RECOMMENDATION OF KWALITY WALLS

23% YES NO 67%

67% respondents said that they would recommend Kwality Walls

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REASONS FOR NOT LIKING

2% 3% 7% 37% 34%
TASTE QUALITY PRICE AVAILABILITY FLAVOURS HEALTHYINGREDIENTS

17%

37% respondents said that they dont like taste while 34% dont like the price.

KWALITY WALLS TASTE

2% 18% 29% 42% 9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

VERYBAD

BAD

NEITHERGOODNORBAD

GOOD

VERYGOOD

42% respondents said that Kwality Walls is a good brand while 29% said neither good nor bad

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KWALITY WALLS PRICING

VERYBAD BAD NEITHERGOODNORBAD VERYGOOD GOOD

4% 31% 37% 7% 21%

0% 5% 10% 15% 20% 25% 30% 35% 40%

37% respondents said that Kwality Walls pricing is neither good nor bad and 31% said bad about Kwality Walls pricing

AVAILABILITY OF KWALITY WALLS ICE-CREAM

BERYBAD

14% 46% 37%

BAD

NEITHERGOODNORBAD

VERYGOOD 1%

GOOD

2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

46% respondents believed that kwality Walls supply chain is bad where as 37% believed it as neither good nor bad

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QUANTITY OF KWALITY WALLS ICE-CREAM

VERYBAD

6% 10% 30% 31% 23%

0% 5% 10% 15% 20% 25% 30% 35%

BAD

NEITHERGOODNORBAD

VERYGOOD

GOOD

31% respondents believed that quantity is very good while 30% believed as neither good nor bad

OFFERS OF KWALITY WALLS

VERYBAD

3% 9% 27% 44% 17%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

BAD

NEITHERGOODNORBAD

VERYGOOD

GOOD

44% respondents believed that offers given by Kwality Walls are very good,whereas 27% believed as neither good nor bad 36

HEALTHY INGREDIENTS IN KWALITY WALLS

VERYBAD

7% 10% 36% 20% 27%

0% 5% 10% 15% 20% 25% 30% 35% 40%

BAD

NEITHERGOODNORBAD

VERYGOOD

GOOD

36% respondents believed that kwality Walls healthy ingredient contents is neither good nor bad

MOST IMPORTANT FACTOR THAT AFFECTS BUYING DECISION

BRANDAMBASSADOR 0% ADVERTISEMENT PACKAGING BRAND 0% HEALTHYINGREDIENTS 0% QUANTITY VARIETY AVAILABILITY SCHEME/OFFER PRICE TASTE 0% 5% 10%

1% 8%

1% 8% 2% 7% 34% 39%
15% 20% 25% 30% 35% 40% 45%

39% respondents believed that taste is the most important factor followed by price that affects buying behaviour

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CONCLUSION & FINDINGS

27% of respondents consume Kwality Walls while 26% Robbins & Baskins All the respondents were aware of Kwality Walls

consume Amul and

44% respondents said that Robbins & Baskins is the brand with the best taste, while 27% said that Kwality Walls is the brand with the best taste 71% respondents say that Amul is the best priced brand while 9% say that Kwality Walls is the best priced brand 37% respondents said that Kwality Walls is the brand maximum quantity, while 26% say Dinshaw is the brand with maximum quantity 45% respondents said that Amul has got the best supply chain as it is available always and everywhere, while merely 6% said that Kwality Walls is available everywhere and always 45% respondents said that Kwality Walls has the best offers, while 18% said that Amul and Dinshaw have the best offers. 24% respondents said that they knew about Kwality Walls through print advertisements while 23% knew through hoardings 62% respondents consume ice-cream during night while 36% consume icecream during noon and evening 43% respondents consume ice-cream at ice-cream parlours, while 26% consume ice-cream at a restaurant 82% respondents prefer Kwality Walls 67% respondents said that they will recommend Kwality Walls 42% preferred Kwality Walls taste 39% respondents said that taste is the most important factor followed by price that affects buying behaviour

38

LIMITATIONS Although I have tried my level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy. But there may be a possibility of some error in my report also. As whole of my project and my findings are based on the information collected through survey fact sheet, hence there might be a possibility that respondent may have given wrong or partially correct information. The research was conducted in a limited area. The time period allotted for the study was less, which may provide a deceptive picture in comparison to the study based on long run.

39

RECOMMENDATIONS

India has great potential market for the ice-cream industry. Taste and price are the two most important attributes that people feel for purchase of ice-cream. Kwality Walls is doing well with excellent product offerings. All that has to be changed is the communication strategy. Kwality Walls has to create more touch points for the prospective customers to interact with the brand.

Selective advertisements in premium magazines, lifestyle television channels, malls, airports etc. would do well. More visibility can be created by maintaining premium ice-cream parlours with excellent ambience that would generate word-of-mouth, the most powerful form of positioning the brand

Ranchi has lot of places which remains overcrowded during the weekends so more mobile vans should be added to increase the sales. Some of the innovative ideas should be made for the high selling retailers. Such as forming a club and giving them special packages which will encourage the dealers.

To encourage youth sponsorship programs should be taken. HUL should come out with offers like HAPPY-HOURS which should start from noon and continue till evening because consumption of ice-cream is less during these hours compared to night.

40

BIBLOGRAPHY
WEBSITES
http://www.dare.co.in/opportunities/other-business-opportunities/ice-cream-industry-inindia.htm http://www.financialexpress.com/news/hul-amul-battle-hots-up-in-branded-ice-creammarket/617485/0 http://www.blonnet.com/catalyst/2010/08/05/stories/2010080550060300.htm www.amul.com www.amulicecream.com http://timesofindia.indiatimes.com/city/ahmedabad/Sugar-free-icecreams/articleshow/1173806.cms http://www.financialexpress.com/news/hul-amul-battle-hots-up-in-branded-ice-creammarket/617485/ http://www.motherdairy.com/about.asp http://economictimes.indiatimes.com/defaultinterstitial.cms www.fnbnews.com/article/detnews.asp?articleid=29348&sectionid=1 http://www.moneycontrol.com/news/business/hul-mulls-launchnew-unileverbrands_526279.html

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APPENDIX
Questionnaire Consumer Insights A. Demographics
Name of the Respondent: Location / Address: Gender: Age: Male 0-10 21-30 41-50 61> Contact No: Occupation: School Student / College Student / Working Professional / Housewife / Senior Citizen 2-5lacs 11-15lacs 6-10lacs 15lacs> Female 11-20 31-40 51-60

Family Income Level:

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1. Do you consume ice-cream? a) Yes b) No

2. Which are the brands of ice-cream do you consume? Kwality Walls Dinshaws Amul Robbins & Baskins Vadilal Mother Dairy Others

3. Are you aware of Kwality Walls Ice-cream? YES NO

4. Which brand would you prefer more in following category?

Kwality

Amul

Dinshaw Robbins & Baskins

Mother Dairy

Vadilal

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Taste Price Quantity Availability Offers Packaging Variety

5. How did you know about Kwality Walls? Word of Mouth Hoarding Print Advertisements TV Commercials Other

6. How Often Dou You Consume Ice-cream? Daily Once a Month Once a Week Occasionally

7. In a day when do you generally consume ice-cream? Morning Evening Noon Night

8. Where would you purchase Ice-cream? Dairy Shop Provisional Stores Retail Outlets Modern Trade Restaurants Ice-cream Parlors Others

44

9. Do you prefer Kwality Walls Ice-cream? YES NO

10. If Yes, Would you promote or recommend it to others? YES NO

11. If not, what are the reasons for not liking it? Taste Quality Price Availability Flavours

Healthy Ingredients

12.What do you think about the following characteristics of Kwality Walls? Verygood Taste Price Quantity Availability Offers Healthy Ingredients

Good

Neither goodnor bad

Bad

Verybad

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13.State the most important factor that would affect your buying decision? (Only 1) Characteristics Taste Price Quality Scheme/offer Availability Variety Quantity Healthy ingredients Brand Packaging Advertisement Brand ambassador Other (if yes pls mention the chr.)

46