This presentation summarizes a winter internship project assessing the market for Metro Ice Cream. The intern conducted a survey of 216 retail outlets, finding that while people like Metro Ice Cream, it has high prices and lacks variety and promotions compared to competitors like Amul and Kwality Walls. Recommendations include improving distribution, offering refrigerated display cases, introducing sugar-free options, and advertising partnerships. The intern exceeded targets and received excellent feedback, with an offer to continue the project as a summer internship.

1. WINTER INTERNSHIP PRESENTATION
PROJECT TOPIC:
MARKET ASSESSMENT OF METRO ICE CREAM
PRESENTED BY:
ASHIS SAHA
DM18A11
ASSISTED BY:
INTERNAL MENTOR : Dr. ADITI DANG
EXTERNAL MENTOR : Mr. SK RASIDUL HOQUE

2. The FMCG sector has grown from US$ 31.6 billion
in 2011 to US$ 52.75 billion in 2017-18.
4th largest sector in the Indian economy with Household and
Personal Care accounting for 50 per cent of the sector.
SECTOR INFORMATION
FMCG
The Government of India has approved 100%FDI in single-brand retail
along with 51 per cent FDI in multi-brand retail.

3. INDUSTRY INFORMATION
Ice cream market in India is estimated to be over INR 4,000 crores,
and is growing at a rate of 15-20% year-on-year.
The industry generated revenue of more than USD 1.5 billion in 2016 and
is projected to generate revenue of approximately USD 3.4 billion by 2021.
The average per capita consumption stands at 0.2kg in 2019
In the market for Ice Cream, volume is expected to amount to 285.7mkg by 2021

4. COMPETITOR ANALYSIS

5. PRODUCT PORTFOLIO

6. WORK DONE IN WIP
MARKET SURVEY OF METRO ICE CREAME BASED ON SELF PREPARED QUESTIONNAIRE
VISITED 216 RETAIL OUTLETS
SUGGESTION TO COMPANY RGARDING INCREASE IN MARKET CAPTURE OVER COMPETITORS

7. YES
71%
NO
29%
GRAPHICAL PRESENTATION
53%
19%
4%
3%
11%
2% 8%
KWALTY WALLS
METRO
AMUL
MOTHER DAIRY
ROLICKS
KAMALS
CREAM BELL
APPROACH OF METROLEADING BRANDS

8. 14%
49%
37%
EXISTING
CUSTOMER
POTENTIAL
CUSTOMER
NOT INTERESTED
21%
58%
16%
5%
0-15000
15001-30000
CUSTOMER STATUS AVERAGE SALES
GRAPHICAL PRESENTATION

9. FINDINGS
SLOW DISTRIBUTION SYSTEM AND FAULTY DISTRIBUTORS
PEOPLE LOVE METRO ICE CREAM BUT DONOT BUY BECAUSE HIGH PRICE
LACK OF VARIETY OF FLAVOURS
LACK OF INTERESTING SCHEMES

10. SUGGESTION
IMPROVEMENT IN DISTRIBUTION NETWORK
PROVIDING FRIDGE
SCOOPING PARLOURS AND PUSH CARTS
ADVERTISMENT TIE UP WITH CAKE SHOPS
INTRODUCTION OF SUGARFREE ICE CREAM

11. ACHIVEMENTS
SHOP TARGET GIVEN FOR SURVEY- 120, NUMBER OF SHOPS SURVEYED-216
EXCELLENT PERFORMACE REMARK FROM EXTERNAL MENTOR TO INTERNAL MENTOR
RECEIVED OFFER FOR SIP
80% ACCURACY APPROACH TO THE PROJECT WITHOUT ANY GUIDANCE AND EXCELLENT
REMARK FOR THIS FROM EXTERNAL MENTOR IN MID WIP