TO STUDY THE ICE-CREAM MARKET IN

PATNA TOWN AND SUGGEST STRATEGIES

OF THE LEADING PLAYERS

Guided By:
Prof. Sayan Banerjee
 ABOUT THE ORGANIZATION
COMFED was established in 1983 by the Government of Bihar to co-ordinate the work
of various local milk union

It facilitates the Procurement, Processing and Marketing of the produced Dairy product

It aims to work for the welfare of rural farmers

The daily milk procurement is 274 million liters from 2600 farmers committee from five
districts (Patna, Barauni, Saran, Vaishali, Nalanda)

The product range include Milk, Peda, Paneer, Ice-Cream, Curd, Ghee, Butter, Lassi,
Sweets etc.
 SUDHA ICE-CREAM
The ice-cream production started in 1995, after gaining production knowledge from packing
and producing Amul products

 When Sudha entered the market, several competitors were already there like Amul, Kwality
walls, Vadilal etc

COMFED had to devise its strategy for the competitive environment

Currently, Sudha has more than 35 flavors, and is available in 40% of the Sudha shops

Sudha holds the market share of 25%

 FLAVORS AND VARIETY
CONE STICK

• Chocolate cornetto • Kesar Pista

• Butterscotch cornetto • Imli Bar
• Mawa Bar
• Nutty almond cornetto
• Orange Bar
• Mango Dolly
• Lemon Bar
• Crunchy Munchi
• Lichi bar
SUNDAES FAMILY PACK

• Orange • Vanilla Victra

• Mango • Butter Scotch
• Magic • Sudha Love
• Strawberry Victra
• Sudha Jellious
• Pineapple
• Two In One
• Choco-Vanilla
• Kaju Kismiss

Cups: 40 ml, 90 ml, 100 ml, 125 ml Stick: 30ml, 60ml

Cones: 30ml, 60 ml, 100ml, 125ml Family Packs: 500ml, 1000ml, 4000ml
 ICE-CREAM INDUSTRY IN INDIA
Ice-cream Industry in India is growing @ 20% every year

Currently, The Ice- cream market is of worth Rs. 4000 crores.

 In which branded market has 40% share and unbranded has 60% share

ICE-CREAM MARKET IN PATNA

The ice-cream market in Patna is of Rs 50 crores (approx.)

 There are 15 brands of ice-cream available: 1 is International, 6 National and rest are Local
brands
 STRATEGIES
 STRATEGY OF SUDHA ICE-CREAM
Sudha is using Penetration Pricing Strategy
 It came up with 5 rupees ice-cream in the market
 Low Pricing Strategy proved beneficial to Sudha & made its ice-cream popular in the
market

 AMUL’S STRATEGY: Low cost pricing or Penetrative Pricing strategy and Making creative
advertisement campaign

 KWALITY WALLS’ STRATEGY: Advertising its Cornetto Cone hugely using celebs such as
Yami Gautam and Siddhartha Malhotra.
VADILAL’S STRATEGY: The Company use T.V, Print Media, and Bill Boards to advertise their
product on a large scale.
• They also sponsor food shows, contests which helps them to spread awareness of their brand.
• They provide free of cost deep freezer to the retailers for selling their ice creams

 CREAMBELL’S STRATEGY: Better market reach, Supply products in time, It has its own
deep freezer available in every shop.

GOLDEN’S STRATEGY: Provide incentives and bonuses, They made their ice-cream available
at large scale.

 MOTHER DAIRY’S STRATRGY: Penetration marketing strategy, Advertisement in TV and

fast distribution channel
 OBJECTIVE OF THE PROJECT

• PRIMARY OBJECTIVE
 To Study the Present Scenario of Sudha Ice-Cream and its Competitors in Patna
 To Study the Strategies of some of its competitors to increase the sale of Sudha ice-cream

• SECONDARY OBJECTIVE
 To identify The Problems related to the Sales of Sudha Ice-Cream
 To find out the competitors position in the market
 To know the factors responsible for the sale of any ice-cream brand
 To find out the market presence of all the ice-cream brands in Patna
 RESEARCH METHODOLOGY
RESEARCH DESIGN:
 The Research Design: Combination of Exploratory & Descriptive Research
 Exploratory Research: To gain the insights of the problem (related to sale & purchase of ice-
cream)
 Descriptive Research: To explore the market, different ice cream brands, and taste &
preferences of consumers regarding ice cream

DATA SOURCE AND TYPE:

 PRIMARY DATA: Collected through market survey with the help of questionnaire and
interview (for retailers & consumers)

 SECONDARY DATA: Provided from the COMFED office Patna

 SAMPLING PROCEDURE
 SAMPLE SIZE:
Total Number of Retailers Surveyed was 150
Total Number of Consumer surveyed were 204

 SAMPLING METHOD: Convenience Sample

(for both Retailers & Consumers)
 RETAILERS DATA ANALYSIS

EXCLUDING SUDHA BOOTH/GENERAL STORE

Q. Do you sell ice cream?

YES 92%
NO
NO 8%
YES
Q. Do you sell Sudha ice cream?
YES
YES 0
NO
NO 100

Q. Which brand(s) of ice cream do you keep in your store?

100

90
95
80
89
70

60
76 72
50 64
40
56
30

20

10
7
0

Creambell Vadilal Kwalitywalls Amul Golden Mother Dairy Others

 SUDHA BOOTHS/GENERAL STORES:
Q. Do you sell Sudha ice cream?
YES 40
YES
NO NO 60

Q. On an average, how many people purchase ice-cream from your shop daily?

30-40
Above 40 80%
Above
40 30-40 20%
Q. How many flavors of Sudha ice cream do you keep in your store?
Less than 4 13 And Above 3%
13 And
Above 10-12 43%
4 to 6
7-9 29%
10 to 12
4-6 20%
7 to 9 Less than 4 5%

Q. What improvement do you suggest for Sudha ice-cream?

35
32
30
25
22
20 19
15 15
12
10
5
0
Packaging Should Be Replacement Policy Margin should be Provide Incentive & Company should
Improved should be there for increased Bonus provide Deep Freezer
Defective Ice-cream
 OBSERVATIONS & INFERENCES
Apart from Sudha retailers/booths, no other retailer sell Sudha ice cream

Only 40% of the Sudha retailers and booths sell Sudha ice cream. That means, the market
presence of Sudha ice cream in Patna is less in compare to other ice cream brands.

Most preferred ice cream brands are Creambell, Kwality walls and Vadilal .
Reason: Creambell and Vadilal provide FREE DEEP FREEZERS to the retailers, Kwality walls has
huge demand in market

Almost all the retailers felt problem while replacing their ice creams. They said the company
does not take back defective ice creams.
Very few retailers keep all the ice cream flavors/variety in their shops.

Most of the retailers apart from Sudha booths said that the distributors never comes here to
take orders.

Almost all the Sudha retailers said that their margins are very less as compared to others. Also
they are not given any incentives/bonuses

Most of the retailers said that they have to bear heavy losses due to the
high electricity bill of deep freezers.

Most of the retailers said that Sudha needs to improve the

packaging of its ice cream
 CONSUMERS DATA ANALYSIS
Q. Which age group do you belong to?
90
80
76.4
70
60
50
40
30
20 13
10
6 5
0

Less than 20 21-30 31-40 Above 40

Q. Do you like eating Ice- cream?

YES 98%
NO 2%
YES
Q. How often do you eat ice- cream?

More than once a month Never Once in a Week 56%

Once in a Week Once in a Month 22%
Once in a Month More than once a Month 22%
Never 0%

Q. From where do you buy your ice- cream?

60 57
50 48
40
30 21
20 29
10
0

Super Markets
Ice Cream
Parlors Vendors
Local Shops
Q. Which factor do you take into consideration while purchasing an ice cream?

Q. Which ice- cream brand do you prefer?

Golden
Kwality Walls
5%
18%
Amul
Others 21%
Naturals 1%

Baskin-Robbins
9% Vadilal
Creambell
16%
Snow Ball 15%
5%
Treat
4%
Q. Most of the time you become aware about a new ice cream flavor/brand through:

Others
Television 35%
Social Media
Television
Radio 3%
News Paper 12%
Bill Boards 8%
Leaflets
Magazine 10%
Magazine Radio Leaflets 7%
Bill Boards News Paper Social Media 22%
Others 3%
Q. Have you ever tried Sudha Ice- creams?

Yes
No
YES 82
NO 18

Q. Do you consume Sudha ice-cream frequently? If not, then what is the reason behind this?

Not aware about Sudha Ice Cream 13.3

Non-availability in nearby Location 48.9

Not sure about the quality of Sudha Ice cream 28.9

The flavors of your choice are not available 13.3

Other 2.2

0 10 20 30 40 50 60
Q. Which is your favorite flavor?
Vanilla 16%
Tutty Fruity Other
Vanilla Chocolate 25%
Butterscotch
Kesar Pista 24%
Chocolate
Butterscotch 28%
Kesar Pista
Tutty Fruity 4%
Others 3%
Q. In which aspect do you think Sudha Ice-cream needs improvement?
Other Price
Freshness/Hygiene Price 7%
Quality 24%
Quality Availability 38%
Taste
Taste 24%
Freshness/Hygiene 5%
Availability Others 2%
 OBSERVATIONS & INFERENCES
 Majority of youngsters in Patna prefers ice cream

 56% of the consumers prefer to eat ice cream once in a week from ice cream parlour

 78% of consumer consider ‘flavor’ before buying an ice cream

The most preferred ice cream brands among the youngsters are Amul, Kwality walls, Vadilal
and Creambell

More than 80% of the people said that they have tried/ tasted Sudha ice cream.
More than 50% of people said that they become aware about any new flavor/brand of ice
cream through TV and Social Media.

The most preferred Sudha ice cream flavors are Kesar Pista, Butterscotch and Chocolate.

The main reason for people not consuming Sudha ice cream
regularly is: Unavailablity of Sudha ice cream in nearby shops

Also, some of them said that they are not sure about the
quality of ice cream served.

Majority of people said that Sudha ice cream should

improve its availability and quality.
 SUGGESTIONS
 Availability of Sudha ice cream needs to be increased in Sudha booths

Distributors should also take orders from General & Confectionary stores.

They can advertise their ice cream using T.V, Radio and Social Media. They can also have large
billboards, hoardings & banners in different areas/parts of the city

Sudha can make their push carts available near Multiplex, Gandhi Maidan, Parks & Gardens, to
attract the visitors

Sudha should sponsor food shows and events. They can also put their stalls near colleges,
specially during fests/events.
Sudha can make deals with Parks, School/College Canteens to sell Ice cream for good
commission with their lunch package

Sudha should improve its packaging. There packaging should be attractive.

Sudha can let their customers know about their production and packing process through a
short video.

Apart from sales margins, bonuses and incentives can be given to the Retailers and Distributors
to motivate them to sell more

Retailers should be given some security money or discounts to purchase their own deep
freezers

Sudha should revise the margins given to the retailers and distributors, compare to the other
local brand
 LIMITATIONS OF THE STUDY
 Some of the retailers did not provide their sales data

 Some distributor’s behaviour was not good. They directly refused to provide the details

 Most of the retailers refused to answer the questions when asked. Due to customers inflow,
they asked me to come later and that caused lots of problem

 Not all the General Stores and shops of Patna were covered during the internship.
 REFERENCES
o http://www.sudha.coop/

o http://bit.do/eoRN

o https://business.mapsofindia.com/top-brands-india/top-ice-cream-brands-in-india.html

o http://www.ajtmr.com/papers/SplIss1/SplIss1_4.pdf
THANK
YOU !!!
 LEARNINGS FROM THE SIP
 Always Update Yourself
 Be Flexible
 Talk Professionally
 Patience
 Developed Problem Solving & Decision Making Skills