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Study on Factors that can help cream Bell gain market share in the Ice Crean Industry
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Study on Factors that can help cream Bell gain market share in the Ice Crean Industry

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Study on Factors that can help cream Bell gain market share in the Ice Crean Industry

Study on Factors that can help cream Bell gain market share in the Ice Crean Industry

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  • In 2007, 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%.
  • The ice cream industry in India is worth Rs. 2,000 crores
  • The per capita consumption of ice creams in India is just 300 ml per annum
  • 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.
  • 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.
  • 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%.
  • Vanilla, Strawberry and Chocolate together constitute approximately 60% of the 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%.
  • Competition rising from health conscious products like frozen yoghurt.
  • A research conducted by Brojesh Kumar of Skyline Business Schooldeep freezer on security basis or on the installment then the retailers will definitely go for the same company irrespective of the brand name. Some retailers have very serious electricity problem in their area like Seelampur and Brahampuri. Second factor is the margin provided by the company. Here the Amul is the leader in the branded companies. Amul is providing the best margin of 21.25%.The third factor is the product range .if the product range is large then the retailers will definitely go for that company. Here also Amul is providing the best range.The fourth factor is the after sales service. This is one of the most
  • SALES PROMOTION:buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc

Study on Factors that can help cream Bell gain market share in the Ice Crean Industry Study on Factors that can help cream Bell gain market share in the Ice Crean Industry Presentation Transcript

  • Group 9 – The Phoenix
  • TO STUDY THE FACTORS BECAUSE OF WHICH MARKET SHARE OF CREAM BELL IS LOW
  • PLAN OF THE PRESENTATION
    Introduction
    Literature Review
    Research Methodology
    Analysis
    Findings
    Recommendations
    Limitations
    Bibliography
  • INTRODUCTION
  • ICE CREAM MARKET
  • $61.6 billion in terms of retail value or 15 billion liters in terms of volume.
  • ASIA-PACIFIC - $13 billion- retail value or 5128 million liters of volume
  • INDIA- ICE CREAM INDUSTRY is worth Rs 2000 croresgrowing at 12%
  • BUT!!!!! ARID CLIMATE
  • LARGEST GROWING YOUTH POPULATION
  • PER CAPITA CONSUMPTION OF ICE CREAMS IN INDIA IS JUST 300 ML PER ANNUM.
  • WORLD AVERAGE-PERCAPITA CONSUMPTION OF ICE CREAMS IS 2.3 LITERS PER ANNUM
    22 liters
    18 liters
    14 liters
  • STIFF COMPETION FROM. . . . . . . .
  • ICE CREAM MARKET IN INDIA WORTH 2000 CRORES
  • BRANDED ICE CREAM MARKET- 800 CRORES
  • UNBRANDED ICE CREAM MARKET- 1200 CRORES
  • VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 % OF THE MARKET.
  • OWNED BY DEVYANI FOOD INDUSTRY UNDER RK JAIPURIA GROUP.
  • NASCENT- JUST EIGHT YEAR OLD
  • PRODUCT PORTFOLIO
  • CUPS
    DOUBLES
    CONES
  • SUNDAE
    DOLLIES
  • LITERATURE REVIEW
  • GEOGRAPHIC SEGMENTATION(BASED UPON REGION)
  • GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)
  • PEOPLE ARE BECOMING HEALTH CONSCIOUS
  • CREAM BELL HAS NO PRODUCT FOR HEALTH CONSCIOUS
  • 71 % of Indian take notice of pack-aged goods' labels containingnutritionalinformation compared to two years ago which was only 59%.
    AC NIELSEN
  • THEHEALTH FOOD AND BEVERAGE INDUSTRY HAS A GROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)
  • COMPETITION FROM FROZEN YOGHURT
  • Mango Barfi ice-cream with a base of malai and nuts and kesarbhog with golden foil
    PAAN SHAPED ICE CREAM
    • Introduction of DESIGNER ice creams
    • Sweet-shaped ice creams
  • ACCORDING TO RESEARCH CONDUCTED BY Mr. Brojesh Kumar of Skyline Business School (IIM A ALUMINUS)…………………
  • Factors that affect Retailer’s motivation to keep the brand
  • 1
    INSTALLATION OF DEEP FREEZER- HIGH INITIAL INVESTMENT
  • 2
    HIGH RETAILER MARGIN
  • 3
    PRODUCT RANGE
  • RESEARCH METHODOLOGY,
    ANALYSIS & FINDINGS
  • DESPITE BEING LAUNCHED WELL, CREAM BELL IS NOT ABLE TO GAIN MARKET SHARE AND CUSTOMER’S SHARE OF MIND.
    PROBLEM
  • TO STUDY THE FACTORS BECAUSE OF WHICH MARKET SHARE OF CREAM BELL IS LOW
    OBJECTIVE
  • H0 –EQUAL VARIANCE
    H0 - U1= U2= U3(EQUAL MEANS)
    U1,U2, U3 = MEAN OF CREAM BELL, AMUL AND KWALITY WALLS RESPECTIVELY FOR VARIETY, AVAILABILITY, ADVERTISING AND PACKAGING
    HYPOTHESIS
  • BLIND TEST
  • BLIND TEST TO CHECK CREAM BELL’S TASTE
    AMUL AND CREAMBELL HAVE
    SIMILAR TASTE
  • BLIND TEST TO CHECK CREAM BELL’S TASTE
    CREAM BELL HAS BETTER TASTE AS COMPARED TO KWALITY WALLS
  • Since ICE CREAM falls under impulse buying behaviourand Prices are Market based- PRICE/QUANTITY ratio plays a major role.
    We should highlight this fact through Market Communication.
  • RESEARCH ON PRICE
    Cream bell is offering 21% more quantity as compared to Kwality walls and 15 % more as compared to Amul
    Cream bell is offering 110% more quantity as compared to Kwality walls and 10 % more as compared to Amul
    CREAM BELL HAS THE BEST PRICE
  • CREAM BELL:-India’s Best Ice Cream
  • SURVEY RESULTS
  • 10 % of our sample hadn't heard of cream bell before
  • 90 % of our sample didnot know that Saif Ali Khan was the Brand Ambassador of Cream Bell
  • 50 % of our sample couldnot recall any cream bell advertisement
  • ANNOVA/WALLER DUNCAN
    Advertisingof Cream bell was rated low in comparison to Kwality Walls and Amul
  • MARKET COMMUNICATION
  • RECOMMENDATION 1
  • CREAM
    BELL
    LAUNCH A CARTOON SERIES LIKE AMUL.
  • RECOMMENDATION 2
  • CREAM BELL SHOULD HAVE ITS OWN WEBSITE
  • RECOMMENDATION 3
  • Sales Promotion
    Events And Experiences
    MARKETING IN IPL
  • RECOMMENDATION 4
  • COMMUNICATION SOURCE
    ISHAAN AWASTHI
  • ANNOVA/WALLER DUNCAN
    Packaging of Cream bell and Amul was rated low in comparison to Kwality Walls.
  • ANNOVA/WALLER DUNCAN
    Availability of Cream bell and Amul was rated low in comparison to Kwality Walls.
  • RECOMMENDATION 5
  • INCREASE
    ICE CREAM
    PUSHCART
    OUTSUDE
    SCHOOLS AND COLLEGES
  • ANNOVA/WALLER DUNCAN
    Variety of Cream bell was rated low in comparison to Kwality Walls and Amul
  • 52 % OF THE MARKET SHARE IS OCCUPIED BY CONES IN BOTH VENDING AND RETAIL
  • RECOMMENDATION 6
  • CREAM BELL SHOULD COME UP WITH A RS. 10 CONE WHICH IS CURRENTLY NOT THERE IN ITS PRODUCT PORTFOLIO.
  • 71 % of Indian take notice of pack-aged goods' labels containingnutritionalinformation compared to two years ago which was only 59%.
    AC NIELSEN
  • NOT GOOD FOR HEALTH
  • RECOMMENDATION 8
  • Increase your STAMINA withCream Bell Stamina
  • PROBIOTIC WELLNESS ICE CREAM
    SUGARFREE
  • CHANGE POSITIONING TO A HEALTHY FOOD
    TOASTS
    BISCUITS
  • Frozen Yog hurt Rose Ice Cream
  • Because Ice cream is good for Health
  • LIMITATIONS:
  • MONEY CONSTRAINT
  • LOW SAMPLE SIZE due to TIME Constraint.
  • BIBLIOGRAPHY
  • Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: A business student’s guide(2nded).Thousand Oaks,CA:Stage
    Kolter, Philip & Keller, Kevin & Koshy, Abraham(2009).Marketing Management(13thed). Prentice Hall
    Anderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),An Introduction to Management Science: Quantitative Approach To decision Making(11th Ed).Cengage Learning
    Ebscohost.com
    Indiastats.com