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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 ,[object Object]
Sweet-shaped ice creams,[object Object]
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
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

Editor's Notes

  1. 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.
  2. 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.
  3. 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%.
  4. The ice cream industry in India is worth Rs. 2,000 crores
  5. The per capita consumption of ice creams in India is just 300 ml per annum
  6. 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.
  7. 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.
  8. 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%.
  9. Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
  10. 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%.
  11. Competition rising from health conscious products like frozen yoghurt.
  12. 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
  13. SALES PROMOTION:buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc