The document examines the ice-cream market in Patna, highlighting the role of Comfed and its Sudha ice-cream brand, which holds a 25% market share. Sudha employs a penetration pricing strategy and faces competition from brands like Amul and Kwality Walls, while identifying various consumer preferences and retailer challenges. Recommendations include improving product availability, advertising, and retailer incentives to enhance market presence and sales.

1. TO STUDY THE ICE-CREAM MARKET IN
PATNA TOWN AND SUGGEST STRATEGIES
OF THE LEADING PLAYERS
Guided By:
Prof.

2. ABOUT THE ORGANIZATION
COMFED was established in 1983 by the Government of Bihar to co-ordinate the work
of various local milk union
It facilitates the Procurement, Processing and Marketing of the produced Dairy product
It aims to work for the welfare of rural farmers
The daily milk procurement is 274 million liters from 2600 farmers committee from five
districts (Patna, Barauni, Saran, Vaishali, Nalanda)
The product range include Milk, Peda, Paneer, Ice-Cream, Curd, Ghee, Butter, Lassi,
Sweets etc.

3. SUDHA ICE-CREAM
The ice-cream production started in 1995, after gaining production knowledge from packing
and producing Amul products
 When Sudha entered the market, several competitors were already there like Amul, Kwality
walls, Vadilal etc
COMFED had to devise its strategy for the competitive environment
Currently, Sudha has more than 35 flavors, and is available in 40% of the Sudha shops
Sudha holds the market share of 25%

4. FLAVORS AND VARIETY
CONE
• Chocolate cornetto
• Butterscotch cornetto
• Nutty almond cornetto
STICK
• Kesar Pista
• Imli Bar
• Mawa Bar
• Orange Bar
• Mango Dolly
• Lemon Bar
• Crunchy Munchi
• Lichi bar

5. SUNDAES
• Orange
• Mango
• Magic
FAMILY PACK
• Vanilla Victra
• Butter Scotch
• Sudha Love
• Strawberry Victra
• Sudha Jellious
• Pineapple
• Two In One
• Choco-Vanilla
• Kaju Kismiss
Cups: 40 ml, 90 ml, 100 ml, 125 ml Stick: 30ml, 60ml
Cones: 30ml, 60 ml, 100ml, 125ml Family Packs: 500ml, 1000ml, 4000ml

6. ICE-CREAM INDUSTRY IN INDIA
Ice-cream Industry in India is growing @ 20% every year
Currently, The Ice- cream market is of worth Rs. 4000 crores.
 In which branded market has 40% share and unbranded has 60% share
ICE-CREAM MARKET IN PATNA
The ice-cream market in Patna is of Rs 50 crores (approx.)
 There are 15 brands of ice-cream available: 1 is International, 6 National and rest are Local
brands

7. STRATEGIES
 STRATEGY OF SUDHA ICE-CREAM
Sudha is using Penetration Pricing Strategy
 It came up with 5 rupees ice-cream in the market
 Low Pricing Strategy proved beneficial to Sudha & made its ice-cream popular in the
market
 AMUL’S STRATEGY: Low cost pricing or Penetrative Pricing strategy and Making creative
advertisement campaign
 KWALITY WALLS’ STRATEGY: Advertising its Cornetto Cone hugely using celebs such as
Yami Gautam and Siddhartha Malhotra.

8. VADILAL’S STRATEGY: The Company use T.V, Print Media, and Bill Boards to advertise their
product on a large scale.
• They also sponsor food shows, contests which helps them to spread awareness of their brand.
• They provide free of cost deep freezer to the retailers for selling their ice creams
 CREAMBELL’S STRATEGY: Better market reach, Supply products in time, It has its own
deep freezer available in every shop.
GOLDEN’S STRATEGY: Provide incentives and bonuses, They made their ice-cream available
at large scale.
 MOTHER DAIRY’S STRATRGY: Penetration marketing strategy, Advertisement in TV and
fast distribution channel

9. • PRIMARY OBJECTIVE
To Study the Present Scenario of Sudha Ice-Cream and its Competitors in Patna
To Study the Strategies of some of its competitors to increase the sale of Sudha ice-cream
• SECONDARY OBJECTIVE
To identify The Problems related to the Sales of Sudha Ice-Cream
To find out the competitors position in the market
To know the factors responsible for the sale of any ice-cream brand
To find out the market presence of all the ice-cream brands in Patna
OBJECTIVE OF THE PROJECT

10. RESEARCH METHODOLOGY
RESEARCH DESIGN:
 The Research Design: Combination of Exploratory & Descriptive Research
 Exploratory Research: To gain the insights of the problem (related to sale & purchase of ice-
cream)
 Descriptive Research: To explore the market, different ice cream brands, and taste &
preferences of consumers regarding ice cream
DATA SOURCE AND TYPE:
 PRIMARY DATA: Collected through market survey with the help of questionnaire and
interview (for retailers & consumers)
 SECONDARY DATA: Provided from the COMFED office Patna

11. SAMPLING PROCEDURE
 SAMPLE SIZE:
Total Number of Retailers Surveyed was 150
Total Number of Consumer surveyed were 204
 SAMPLING METHOD: Convenience Sample
(for both Retailers & Consumers)

12. RETAILERS DATA ANALYSIS
EXCLUDING SUDHA BOOTH/GENERAL STORE
Q. Do you sell ice cream?
YES
NO
YES 92%
NO 8%

13. Q. Do you sell Sudha ice cream?
Q. Which brand(s) of ice cream do you keep in your store?
YES
NO
95
89
76
64
72
56
7
0
10
20
30
40
50
60
70
80
90
100
Creambell Vadilal Kwalitywalls Amul Golden Mother Dairy Others
YES 0
NO 100

14.  SUDHA BOOTHS/GENERAL STORES:
Q. Do you sell Sudha ice cream?
Q. On an average, how many people purchase ice-cream from your shop daily?
YES
NO
30-40
Above
40
YES 40
NO 60
Above 40 80%
30-40 20%

15. Q. How many flavors of Sudha ice cream do you keep in your store?
Q. What improvement do you suggest for Sudha ice-cream?
Less than 4
4 to 6
7 to 9
10 to 12
13 And
Above
13 And Above 3%
10-12 43%
7-9 29%
4-6 20%
Less than 4 5%
15
12
19
32
22
0
5
10
15
20
25
30
35
Packaging Should Be
Improved
Replacement Policy
should be there for
Defective Ice-cream
Margin should be
increased
Provide Incentive &
Bonus
Company should
provide Deep Freezer

16. OBSERVATIONS & INFERENCES
Apart from Sudha retailers/booths, no other retailer sell Sudha ice cream
Only 40% of the Sudha retailers and booths sell Sudha ice cream. That means, the market
presence of Sudha ice cream in Patna is less in compare to other ice cream brands.
Most preferred ice cream brands are Creambell, Kwality walls and Vadilal .
Reason: Creambell and Vadilal provide FREE DEEP FREEZERS to the retailers, Kwality walls has
huge demand in market
Almost all the retailers felt problem while replacing their ice creams. They said the company
does not take back defective ice creams.

17. Very few retailers keep all the ice cream flavors/variety in their shops.
Most of the retailers apart from Sudha booths said that the distributors never comes here to
take orders.
Almost all the Sudha retailers said that their margins are very less as compared to others. Also
they are not given any incentives/bonuses
Most of the retailers said that they have to bear heavy losses due to the
high electricity bill of deep freezers.
Most of the retailers said that Sudha needs to improve the
packaging of its ice cream

18. CONSUMERS DATA ANALYSIS
Q. Which age group do you belong to?
Q. Do you like eating Ice- cream?
YES
YES 98%
NO 2%
13
76.4
6 5
0
10
20
30
40
50
60
70
80
90
Less than 20 21-30 31-40 Above 40

19. Q. How often do you eat ice- cream?
Q. From where do you buy your ice- cream?
Once in a Week
Once in a Month
More than once a month Never Once in a Week 56%
Once in a Month 22%
More than once a Month 22%
Never 0%
0
10
20
30
40
50
60
Super Markets
Ice Cream
Parlors Vendors
Local Shops
21
57
48
29

20. Q. Which factor do you take into consideration while purchasing an ice cream?
Q. Which ice- cream brand do you prefer?
Golden
5%
Amul
21%
Creambell
15%
Treat
4%
Vadilal
16%
Snow Ball
5%
Baskin-Robbins
9%
Naturals
Kwality Walls
18%
Others
1%

21. Q. Most of the time you become aware about a new ice cream flavor/brand through:
Television
Radio
News PaperBill Boards
Magazine
Leaflets
Social Media
Others
Television 35%
Radio 3%
News Paper 12%
Bill Boards 8%
Magazine 10%
Leaflets 7%
Social Media 22%
Others 3%

22. Q. Have you ever tried Sudha Ice- creams?
Q. Do you consume Sudha ice-cream frequently? If not, then what is the reason behind this?
Yes
No
YES 82
NO 18
2.2
13.3
28.9
48.9
13.3
0 10 20 30 40 50 60
Other
The flavors of your choice are not available
Not sure about the quality of Sudha Ice cream
Non-availability in nearby Location
Not aware about Sudha Ice Cream

23. Q. Which is your favorite flavor?
Q. In which aspect do you think Sudha Ice-cream needs improvement?
Price
Quality
Availability
Taste
Freshness/Hygiene
Other
Vanilla
Chocolate
Kesar Pista
Butterscotch
Tutty Fruity Other
Vanilla 16%
Chocolate 25%
Kesar Pista 24%
Butterscotch 28%
Tutty Fruity 4%
Others 3%
Price 7%
Quality 24%
Availability 38%
Taste 24%
Freshness/Hygiene 5%
Others 2%

24. OBSERVATIONS & INFERENCES
 Majority of youngsters in Patna prefers ice cream
 56% of the consumers prefer to eat ice cream once in a week from ice cream parlour
 78% of consumer consider ‘flavor’ before buying an ice cream
The most preferred ice cream brands among the youngsters are Amul, Kwality walls, Vadilal
and Creambell
More than 80% of the people said that they have tried/ tasted Sudha ice cream.

25. More than 50% of people said that they become aware about any new flavor/brand of ice
cream through TV and Social Media.
The most preferred Sudha ice cream flavors are Kesar Pista, Butterscotch and Chocolate.
The main reason for people not consuming Sudha ice cream
regularly is: Unavailablity of Sudha ice cream in nearby shops
Also, some of them said that they are not sure about the
quality of ice cream served.
Majority of people said that Sudha ice cream should
improve its availability and quality.

26. SUGGESTIONS
 Availability of Sudha ice cream needs to be increased in Sudha booths
Distributors should also take orders from General & Confectionary stores.
They can advertise their ice cream using T.V, Radio and Social Media. They can also have large
billboards, hoardings & banners in different areas/parts of the city
Sudha can make their push carts available near Multiplex, Gandhi Maidan, Parks & Gardens, to
attract the visitors
Sudha should sponsor food shows and events. They can also put their stalls near colleges,
specially during fests/events.

27. Sudha can make deals with Parks, School/College Canteens to sell Ice cream for good
commission with their lunch package
Sudha should improve its packaging. There packaging should be attractive.
Sudha can let their customers know about their production and packing process through a
short video.
Apart from sales margins, bonuses and incentives can be given to the Retailers and Distributors
to motivate them to sell more
Retailers should be given some security money or discounts to purchase their own deep
freezers
Sudha should revise the margins given to the retailers and distributors, compare to the other
local brand

28. LIMITATIONS OF THE STUDY
 Some of the retailers did not provide their sales data
 Some distributor’s behaviour was not good. They directly refused to provide the details
 Most of the retailers refused to answer the questions when asked. Due to customers inflow,
they asked me to come later and that caused lots of problem
 Not all the General Stores and shops of Patna were covered during the internship.

29. REFERENCES
o http://www.sudha.coop/
o http://bit.do/eoRN
o https://business.mapsofindia.com/top-brands-india/top-ice-cream-brands-in-india.html
o http://www.ajtmr.com/papers/SplIss1/SplIss1_4.pdf

30. THANK
YOU !!!