To Study the factor that have led to low market share of Cream Bell Ice-Cream.

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Research includes Secondary Research on:
1. Consumption of Ice-Cream throughout the world.
2. Market Share of Major Ice-Cream Markets in the World
3. Market Size of India's Ice-Cream Market- Branded and UN-Branded.
4. Competition to Ice- Market In India.
5. Geographic Segmentation of Ice-Cream Market in India.
6. Cream-Bell's Market Share In India.
Primary Research includes:
1. Blind Test Conducted with three brands: Cream Bell, Amul and Kwality Walls on a sample of 10 to check which Ice-Cream Brand has a better taste. (Choco-Bar and Vanilla Cup were taken to conduct this test)
2. Research was also done to compare quantity/Price ratio of these three brands.
3. T-test and Annova test used using spss to analyse the survey results related to Advertising, Packaging, availability, variety

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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
  • To Study the factor that have led to low market share of Cream Bell Ice-Cream.

    1. 1. Group 9 – The Phoenix
    2. 2. TO STUDY THE FACTORSBECAUSE OF WHICHMARKET SHARE OF CREAMBELL IS LOW
    3. 3. PLAN OF THE PRESENTATION1. Introduction2. Literature Review3. Research Methodology4. Analysis5. Findings6. Recommendations7. Limitations8. Bibliography
    4. 4. INTRODUCTION
    5. 5. ICE CREAM MARKET
    6. 6. $61.6 billion in termsof retail value or 15billion liters in termsof volume.
    7. 7. ASIA-PACIFIC - $13 billion- retail valueor 5128 million liters of volume
    8. 8. INDIA- ICE CREAM INDUSTRY is worthRs 2000 crores growing at 12%
    9. 9. BUT!!!!! ARID CLIMATE
    10. 10. LARGEST GROWING YOUTH POPULATION
    11. 11. PER CAPITA CONSUMPTION OF ICECREAMS IN INDIA IS JUST 300 MLPER ANNUM.
    12. 12. 22 liters 18 liters14 litersWORLD AVERAGE-PER CAPITA CONSUMPTIONOF ICE CREAMS IS 2.3 LITERS PER ANNUM
    13. 13. STIFF COMPETION FROM. . . . . . . .
    14. 14. ICE CREAM MARKET IN INDIA WORTH 2000CRORES
    15. 15. BRANDED ICE CREAM MARKET- 800 CRORES
    16. 16. UNBRANDED ICE CREAM MARKET- 1200 CRORES
    17. 17. VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 %OF THE MARKET.
    18. 18. OWNED BY DEVYANI FOOD INDUSTRY UNDERRK JAIPURIA GROUP.
    19. 19. NASCENT- JUST EIGHT YEAR OLD
    20. 20. PRODUCT PORTFOLIO
    21. 21. CUPSCONESDOUBLES
    22. 22. DOLLIESSUNDAE
    23. 23. LITERATUREREVIEW
    24. 24. GEOGRAPHIC SEGMENTATION(BASED UPON REGION)North30%East10%West45%South15%Sales of Ice Cream across India
    25. 25. GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)MetopolitianCities (6)65%Non MetroCities35%Sales of Ice Cream across India
    26. 26. PEOPLE ARE BECOMING HEALTH CONSCIOUS
    27. 27. CREAM BELL HAS NO PRODUCT FOR HEALTHCONSCIOUS
    28. 28. 71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN
    29. 29. THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS AGROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)
    30. 30. COMPETITIONFROM FROZENYOGHURT
    31. 31. •Introduction of DESIGNERice creams•Sweet-shaped ice creamsMango Barfi ice-cream with a base of malai andnuts and kesar bhog with golden foilPAAN SHAPED ICE CREAM
    32. 32. ACCORDING TO RESEARCH CONDUCTED BYMr. Brojesh Kumar of Skyline BusinessSchool (IIM A ALUMINUS)…………………
    33. 33. Factors thataffect Retailer’smotivation tokeep the brand
    34. 34. INSTALLATION OFDEEP FREEZER-HIGH INITIALINVESTMENT1
    35. 35. HIGH RETAILERMARGIN2
    36. 36. 3PRODUCT RANGE
    37. 37. RESEARCHMETHODOLOGY,ANALYSIS & FINDINGS
    38. 38. PROBLEMDESPITE BEING LAUNCHEDWELL, CREAM BELL IS NOT ABLETO GAIN MARKET SHARE ANDCUSTOMER’S SHARE OF MIND.
    39. 39. OBJECTIVETO STUDY THE FACTORS BECAUSEOF WHICH MARKET SHARE OFCREAM BELL IS LOW
    40. 40. HYPOTHESISH0 –EQUAL VARIANCEH0 - U1= U2= U3(EQUAL MEANS)U1,U2, U3 = MEAN OF CREAMBELL, AMUL AND KWALITY WALLSRESPECTIVELY FORVARIETY, AVAILABILITY, ADVERTISINGAND PACKAGING
    41. 41. Children25%Aged15%Young60%SAMPLE TYPE
    42. 42. BLIND TEST
    43. 43. BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis-AcceptedP-value=0.19Amul andCreamBellAMUL ANDCREAMBELL HAVESIMILAR TASTE
    44. 44. BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis- RejectedP-value=0.00129Kwality andCreamBellCREAM BELL HASBETTER TASTE ASCOMPARED TOKWALITY WALLS
    45. 45. Since ICE CREAM falls underimpulse buyingbehaviour and Pricesare Market based-PRICE/QUANTITY ratioplays a major role.We should highlight this factthrough Market Communication.
    46. 46. RESEARCHON PRICEVANILLABrand Quantity PriceKwality walls 19 gm Rs 5Cream bell 23 gm Rs 5Amul 22 gm Rs 5CHOCOBARBrand QuantityPriceCream bell 42 gm Rs 10Kwality wallsAmul20 gm38gmRs 10Rs 10CREAM BELL HAS THE BEST PRICECream bell is offering110%more quantity ascompared to Kwality wallsand 10 % more ascompared to AmulCream bell is offering21%more quantity ascompared to Kwality wallsand 15 % more ascompared to Amul
    47. 47. CREAM BELL:-India’s Best Ice Cream
    48. 48. SURVEY RESULTS
    49. 49. 10 % of oursample hadntheard of creambell before
    50. 50. 90 % of oursample didnotknow that Saif AliKhan was theBrandAmbassador ofCream Bell
    51. 51. 50 % of oursample couldnotrecall any creambell advertisement
    52. 52. Advertising ofCream bell was ratedlow in comparison toKwality Walls andAmulANNOVA/WALLERDUNCAN
    53. 53. MARKET COMMUNICATION
    54. 54. RECOMMENDATION 1
    55. 55. LAUNCH A CARTOON SERIES LIKE AMUL.CREAMBELL
    56. 56. RECOMMENDATION 2
    57. 57. CREAM BELL SHOULD HAVE ITS OWNWEBSITE
    58. 58. RECOMMENDATION 3
    59. 59. • Sales Promotion• Events And ExperiencesMARKETING IN IPL
    60. 60. RECOMMENDATION 4
    61. 61. COMMUNICATION SOURCEISHAAN AWASTHI
    62. 62. Packaging of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
    63. 63. Availability of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
    64. 64. RECOMMENDATION 5
    65. 65. INCREASEICE CREAMPUSHCARTOUTSUDESCHOOLS AND COLLEGES
    66. 66. Variety of Cream bell wasrated low in comparison toKwality Walls and AmulANNOVA/WALLERDUNCAN
    67. 67. 52 % OF THE MARKETSHARE IS OCCUPIEDBY CONES IN BOTHVENDING AND RETAIL
    68. 68. RECOMMENDATION 6
    69. 69. CREAM BELL SHOULD COMEUP WITH A RS. 10 CONEWHICH IS CURRENTLY NOTTHERE IN ITS PRODUCTPORTFOLIO.
    70. 70. 71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN
    71. 71. NOT GOOD FOR HEALTH
    72. 72. RECOMMENDATION 8
    73. 73. Increase your STAMINAwith Cream BellStamina
    74. 74. SUGARFREEPROBIOTICWELLNESS ICECREAM
    75. 75. BISCUITSTOASTSCHANGE POSITIONING TO AHEALTHY FOOD
    76. 76. Frozen Yog hurtRose Ice Cream
    77. 77. Because Ice cream isgood for Health
    78. 78. LIMITATIONS:
    79. 79. MONEYCONSTRAINT
    80. 80. LOW SAMPLE SIZE due to TIME Constraint.
    81. 81. BIBLIOGRAPHY
    82. 82. 1.Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: Abusiness student’s guide(2nd ed).Thousand Oaks,CA:Stage2.Kolter, Philip & Keller, Kevin & Koshy, Abraham(2009).MarketingManagement(13th ed). Prentice Hall3.Anderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),AnIntroduction to Management Science: Quantitative Approach To decisionMaking(11th Ed).Cengage Learning4.Ebscohost.com5.Indiastats.com

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