Group 9 analyzed factors affecting the low market share of Cream Bell ice cream in India. Through literature review and primary research including blind taste tests and surveys, they identified several issues: lack of brand awareness, inadequate advertising, and less variety and availability compared to competitors. Recommendations included launching a cartoon mascot like Amul, increasing pushcart distribution near schools, adding a cheap cone to the product line, and developing healthier options to attract health-conscious consumers. The study was limited by time and budget constraints.

1. Group 9 – The Phoenix

2. TO STUDY THE FACTORS BECAUSE OF WHICH MARKET SHARE OF CREAM BELL IS LOW

3. PLAN OF THE PRESENTATIONIntroductionLiterature ReviewResearch MethodologyAnalysisFindingsRecommendationsLimitationsBibliography

4. INTRODUCTION

5. ICE CREAM MARKET

6. $61.6 billion in terms of retail value or 15 billion liters in terms of volume.

7. ASIA-PACIFIC - $13 billion- retail value or 5128 million liters of volume

8. INDIA- ICE CREAM INDUSTRY is worth Rs 2000 croresgrowing at 12%

9. BUT!!!!! ARID CLIMATE

10. LARGEST GROWING YOUTH POPULATION

11. PER CAPITA CONSUMPTION OF ICE CREAMS IN INDIA IS JUST 300 ML PER ANNUM.

12. WORLD AVERAGE-PERCAPITA CONSUMPTION OF ICE CREAMS IS 2.3 LITERS PER ANNUM22 liters18 liters14 liters

13. STIFF COMPETION FROM. . . . . . . .

15. ICE CREAM MARKET IN INDIA WORTH 2000 CRORES

16. BRANDED ICE CREAM MARKET- 800 CRORES

17. UNBRANDED ICE CREAM MARKET- 1200 CRORES

18. VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 % OF THE MARKET.

19. OWNED BY DEVYANI FOOD INDUSTRY UNDER RK JAIPURIA GROUP.

20. NASCENT- JUST EIGHT YEAR OLD

21. PRODUCT PORTFOLIO

22. CUPSDOUBLESCONES

23. SUNDAEDOLLIES

25. LITERATURE REVIEW

27. GEOGRAPHIC SEGMENTATION(BASED UPON REGION)

28. GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)

29. PEOPLE ARE BECOMING HEALTH CONSCIOUS

30. CREAM BELL HAS NO PRODUCT FOR HEALTH CONSCIOUS

31. 71 % of Indian take notice of pack-aged goods' labels containingnutritionalinformation compared to two years ago which was only 59%.AC NIELSEN

32. THEHEALTH FOOD AND BEVERAGE INDUSTRY HAS A GROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)

33. COMPETITION FROM FROZEN YOGHURT

34. Mango Barfi ice-cream with a base of malai and nuts and kesarbhog with golden foilPAAN SHAPED ICE CREAMIntroduction of DESIGNER ice creams

35. Sweet-shaped ice creamsACCORDING TO RESEARCH CONDUCTED BY Mr. Brojesh Kumar of Skyline Business School (IIM A ALUMINUS)…………………

37. Factors that affect Retailer’s motivation to keep the brand

38. 1INSTALLATION OF DEEP FREEZER- HIGH INITIAL INVESTMENT

39. 2HIGH RETAILER MARGIN

40. 3PRODUCT RANGE

41. RESEARCH METHODOLOGY,ANALYSIS & FINDINGS

42. DESPITE BEING LAUNCHED WELL, CREAM BELL IS NOT ABLE TO GAIN MARKET SHARE AND CUSTOMER’S SHARE OF MIND.PROBLEM

43. TO STUDY THE FACTORS BECAUSE OF WHICH MARKET SHARE OF CREAM BELL IS LOWOBJECTIVE

44. H0 –EQUAL VARIANCEH0 - U1= U2= U3(EQUAL MEANS)U1,U2, U3 = MEAN OF CREAM BELL, AMUL AND KWALITY WALLS RESPECTIVELY FOR VARIETY, AVAILABILITY, ADVERTISING AND PACKAGINGHYPOTHESIS

47. BLIND TEST

48. BLIND TEST TO CHECK CREAM BELL’S TASTEAMUL AND CREAMBELL HAVESIMILAR TASTE

49. BLIND TEST TO CHECK CREAM BELL’S TASTECREAM BELL HAS BETTER TASTE AS COMPARED TO KWALITY WALLS

50. 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.

51. RESEARCH ON PRICECream bell is offering 21% more quantity as compared to Kwality walls and 15 % more as compared to AmulCream bell is offering 110% more quantity as compared to Kwality walls and 10 % more as compared to AmulCREAM BELL HAS THE BEST PRICE

52. CREAM BELL:-India’s Best Ice Cream

54. SURVEY RESULTS

55. 10 % of our sample hadn't heard of cream bell before

56. 90 % of our sample didnot know that Saif Ali Khan was the Brand Ambassador of Cream Bell

57. 50 % of our sample couldnot recall any cream bell advertisement

58. ANNOVA/WALLER DUNCANAdvertisingof Cream bell was rated low in comparison to Kwality Walls and Amul

59. MARKET COMMUNICATION

60. RECOMMENDATION 1

61. CREAMBELLLAUNCH A CARTOON SERIES LIKE AMUL.

62. RECOMMENDATION 2

63. CREAM BELL SHOULD HAVE ITS OWN WEBSITE

64. RECOMMENDATION 3

65. Sales PromotionEvents And Experiences MARKETING IN IPL

66. RECOMMENDATION 4

67. COMMUNICATION SOURCEISHAAN AWASTHI

68. ANNOVA/WALLER DUNCANPackaging of Cream bell and Amul was rated low in comparison to Kwality Walls.

69. ANNOVA/WALLER DUNCANAvailability of Cream bell and Amul was rated low in comparison to Kwality Walls.

70. RECOMMENDATION 5

71. INCREASEICE CREAM PUSHCARTOUTSUDESCHOOLS AND COLLEGES

72. ANNOVA/WALLER DUNCANVariety of Cream bell was rated low in comparison to Kwality Walls and Amul

76. 52 % OF THE MARKET SHARE IS OCCUPIED BY CONES IN BOTH VENDING AND RETAIL

77. RECOMMENDATION 6

78. CREAM BELL SHOULD COME UP WITH A RS. 10 CONE WHICH IS CURRENTLY NOT THERE IN ITS PRODUCT PORTFOLIO.

79. 71 % of Indian take notice of pack-aged goods' labels containingnutritionalinformation compared to two years ago which was only 59%.AC NIELSEN

80. NOT GOOD FOR HEALTH

82. RECOMMENDATION 8

84. Increase your STAMINA withCream Bell Stamina

85. PROBIOTIC WELLNESS ICE CREAMSUGARFREE

86. CHANGE POSITIONING TO A HEALTHY FOOD TOASTSBISCUITS

87. Frozen Yog hurt Rose Ice Cream

88. Because Ice cream is good for Health

89. LIMITATIONS:

90. MONEY CONSTRAINT

91. LOW SAMPLE SIZE due to TIME Constraint.

92. BIBLIOGRAPHY

93. Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: A business student’s guide(2nded).Thousand Oaks,CA:StageKolter, Philip & Keller, Kevin & Koshy, Abraham(2009).Marketing Management(13thed). Prentice HallAnderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),An Introduction to Management Science: Quantitative Approach To decision Making(11th Ed).Cengage LearningEbscohost.comIndiastats.com