CERTIFICATE

This is to certify that

Mr.Mayur R.Warule

Is student of Bachelor Of Business Studies program of

Institute Of Management & Research, Jalgaon. & he has
successfully completed his project on

“Market share of Dinshaws Ice-Cream in Nasik city”

During the period 15th May 2007 to 15th July 2007.

At

Sidhakala Enterprises, Nasik.

For partial fulfillment of Bachelor Of Business Studies

course of North Maharashtra University, Jalgaon.
For academic year 2007-08

Dr.TrinathDas

PROJECT GUIDE DIRECTOR

 CERTIFICATE

To whom so ever it may concern

This is to certify that Mr.Mayur R. Warule student of

Bachelor of Business Studies from Institute Of
Management & Research; Jalgaon has successfully
completed his project in our organization.

He did his project on,

“Market share of Dinshaws Ice-Cream in Nasik city”

During the period 15th May 2007 to 15th July 2007.

We found him sincere & hard working during the project

period.

We wish him success in his future endeavors.

For Sidhakala Enterprises.

 ACKNOWLEGEMENT

This project was undertaken to fulfill the partial requirement of

BACHELOR OF BUSINESS STUDIES .Before proceeding to the
report I would like to thank all of them who co-operated through
the project.

At the out set, I sincerely thank Mr.Prashant S. Warule, The

distributor of DINSHAWS ICE-CREAM for permitting me to
undertake the project without whose approval this project would
not have been possible.

I am also very thankful to my project guide for their valuable

guidance and advice in the course of this project.

Finally I want to thank my dear friends and those who have made
direct and indirect co-operation to me in completing this project.

Mayur R. Warule
 INDEX

SR.NO. DETAILS

01. EXECUTIVE SUMMARY

02. INTRODUCTION

03. COMPANY PROFILE

04. PRODUCT PROFILE

05. RESEARCH METHODOLOGY

06. CONCEPTUAL FRAMEWORK

07. ANALYSIS & INTERPRETATION

08. SUGGESTIONS & RECOMMENDATIONS

09. CONCLUSION

10. BIBLIOGRAPHY

11. QUESTIONNAIRE
 EXECUTIVE SUMMARY

The market research for authorized dealer of DINSHAWS ICE-

CREAM LTD. Was carried out in the year 1932.The sample for the
study was various ice-cream shops in Nasik city.

A sample size of one hundred fifty various ice-cream shops sales

of various company ice-cream. The sampling used in this study
was observation and scheduled interviews.

The objectives of the study were to find market share of

DINSHAWS ICE-CREAM and its compare to other share of ice-
cream company under study.

The data collected was edited and tabulated for analysis and
following conclusions were drawn from the analysis.
1. The DINSHAWS ICE-CREAM has become so popular in its
consumption.

2. The total consumption of DINSHAWS ICE-CREAM in the

area under study is Rs.175823/- per month.

3. The market share of DINSHAWS ICE-CREAM is 24.59%

may be due to its same prices as compared to other ice-
cream

4. There is good potential for DINSHAWS ICE-CREAM in

Nasik city.
 INTRODUCTION

The research work carried out below to study the market share of
DINSHAWS ICE-CREAM in Nasik in present crises environment.

In consumer market commitment to quality &

customer satisfaction in the basic success of any organization.

“Market share “indicates the position of

organization in market as compare to its competitor. Who are
engaged in a same business or industry”.

DINSHAWS ICE-CREAM is a well organized

company. DINSHAWS ICE-CREAM a wide range of ice-cream
.As the DINSHAWS ICE-CREAM is newly launched company.
The management reviews the over all position of the company in
this one year and this available data and information the
management adopt a perfect strategy to acquire more growth in the
market.
Therefore I have selected this company to study
the market share of DINSHAWS ICE-CREAM in Jalgaon territory.
I conducted market research in a systematic manner by applying all
management tools to find out the market share of DINSHAWS
ICE-CREAM. I a person who sales DINSHAWS ICE-CREAM
and its competitors too with the help of personal interview is
collected about sales, rates,quality,service & schemes.
OBJECTIVES OF STUDY

Every study is being conducted with a purpose in it. The study of

market of DINSHAWS ICE-CREAM is carried out to achieve the
objectives listed below.

01. To study the market share analysis and potential.

02. To have comparative study of value of the product among the

other brands in the market.

03. To determine the market share of the product through research

and survey.

04. To determine the customer awareness about the product.

05. To identify the competitor and determine their share and

position.
SIGNIFICATION OF THE STUDY

The market share analysis and potential to be studied.

01. The study of market share analysis would enable the

manufacturer to reach a decision from the fact collected. The
decision can be regarding the increase in an advertising campaign.

02. The study will focus on the real picture of the customer’s
awareness about the product.

03. It will help the company to build a judgment regarding its

competitor and their position.

04. The study will unravel the stage in which the company is at
present. If it has reached the boom stage of the trade cycle it can
direct its efforts towards extending the boom stage.

05. The study of market potential will help the company to

canalize its resources in accordance with the estimated potential
market.
 COMPANY PROFILE

Ice-cream today seems to have captured the fancy of taste buds,

the world over caste, color, creed, age society and most of all
season is absolutely no bar to its environment, new flavors and
color combination.
Responding to this, established taste psyche, DINSHAW’S
DAIRY FOODS LTD. have introduced “DINSHAW’S ICE-
CREAM” which established in the year1932. DINSHAW’S
ICE-CREAM is 77years old organization.
The parameters of Indian consumers want the superior quality
and taste have grown tremendously over last decade and the one
benefit most has been to the ice-cream industry. DINSHAW’S
ICE-CREAM comes as a pure change to take its place among
the settled brands. Having understood the demand of good
refrigeration for the last 77years, thanks to Mrs.Kashmira Bafna
the director of DINSHAW’S DAIRY FOODS LTD. seems to
have mastered the ratty-gritty of quality production along with
refrigeration. DINSHAW’S ICE-CREAM is distributed through
over 5000 retail outlets in the states of Maharashtra, Goa, Delhi,
Karnataka, Andhra Pradesh, and Tamilnadu.

PLANT & EQUIPMENT

DINSHAW’S ICE-CREAM and dessert are created in a state of

the art, sophisticated plant that is equipped with latest
technology and top of the line amenities.
The plant is located in Nagpur.
They use advanced international technology to create ice-cream
with strict adherence to server quality controls and hygiene
norms.
This ice-cream is a super premium ice-cream whit natural
ingredients and available only in selected parlors.
 Headquarters
B/212, Oberoi Chambers.Opp.Sab.TV, off. New Link Road,
Andheri (W), Mumbai-400 053.
Telefax: 26733604/14.
E-mail:Mumbai@dinshaws.co.in

Factory
Dinshaws Dairy Food Ltd.,
Plot No.41/42.,Ayur’s Park.
Five Star industrial area,
Botti-Bori, Nagpur,
Ph.No:07102265085.

Dock Yard
Dinshaws Dairy Food Ltd.,
Opp.Hotal Sai Palace,
Near Shayadri Nager Bus Stop,
Mumbai Agra Haiway, Nasik-9.
Tel: 02533254347,
Mob: 09823595520.

Siddhkala Enterprises,
Distributor of Bedekar Pickle, Masale,
Bansiram Namkin & Dinshaws Ice-Cream,
Shop No.03, Kshitish Apartment,
Rane Nagar, Chetna Nagar Nasik.-9.
Ph No: 02532390286.
Mob: 09860813954.
 LIST OF REGIONAL & AREA OFFICE

Since the business of the company has Captured the major

share in index & also in capital cities market the company
has to go for efficient networking channels , so that business
dealing do not fall victims in time. Company divided in
Maharashtra in nine regions as listed below,

• Mumbai
• Nagpur
• Nasik
• Dhule
• Jalgaon
• Kolhapur
• Pune
• Solapur
• Aurangabad

In Nasik region following cities are included,

• Nasik city
• Sinner
• Trambak
• Iagatpuri
• Ghoti
• Ozar
• Pimpalgaon
• Chandvad
• Yevela

In Nasik market
117 Ice- cream points.
12 Main Ice - cream parlors.
 INFRASTRUCTURE PROVIDED BY COMPANY

One of the most motivated things to the retailers is that the

Infrastructure provided by company to the retailers. To
expand & capture more & more market company always
support to the retailers by providing following things.

01. Company delivered a important grade deep freezer of

7.5 cubic feet capacity in very low price.

02. To develop the retailers spot the company provides full

advertising support.

03. Provides all 32 ranges of bulk Ice cream.

04. Special schemes to retailers and customers.

05. Extra discount facilities.

06. Good Margin.

Following table compare the margin to the distributors&

retailer of various competitors’ brands.

MARGIN STRUCTURE

Brand’s Name Margin to Margin to Retailer

Distributor
Dinshaws 10% 25.50%
Amul 06% 15%
Freshna 17.50% 25%
 Vadilal 12% 24%
Kwality Walls 08% 22%
ORGANISATION CHART

MANAGING DIRECTOR

DIRECTOR PRODUCTION DIRECTORMARKETING DIRECTOR FINANCE

REGIONAL SALES MANAGER

AREA SALES MANAGER

AREA SALES EXICUTIVE

PILOT

DISTRIBUTION NETWORK

MANUFACTURING UNIT

DISPATCH SECTION

NASIK

OZAR GHOTI IGATPURI TRAMBAK SINNAR CHINCHVAD YEVALA

 PRODUCT PROFILE

DINSHAW’S ICE CREAM is a super premium ice cream made

with natural ingredients and is available only in selected parlors
DINSHAW’S ICE CREAM dealing with various categories given
below & each one having various flavors

TAKE HOME

750ml packs
Kesar Pista 70/-
Choco-Chips 60/-
Kaju Kismis 60/-
Butterscotch 60/-
Mello-Jello 60/-
Mango Tango 60/-
Three-in-One 55/-
Vanilla 50/-
Strawberry 50/-
Pista 50/-

400ml Packs
Butterscotch 45/-
Mango 45/-
Strawberry 32/-
Pista 32/-
Vanilla 32/-
Raspberry Ripple 32/-

DOUBLE DELIGHT
(750ml+750ml) 1500ml
Butterscotch+ Vanilla 110/-
Chocolate+ Vanilla 99/-
Strawberry+ Vanilla 95/-
UTSAV PACKS
Butterscotch 110/-
Vanilla 80/-
Strawberry 80/-

PREMIUM TUBS
Belgium Chocolate (New) 100/-
Jamaican Malt ‘n’ Almond (New) 80/-
Praline & Cream (New) 80/-
Anjeer Badam 80/-
Nice-Spice 80/-
King Alphonso 80/-
Fruit Overload 80/-
Kesar Kamal 80/-
Sitafal 80/-
Choco Chips 70/-
Butterscotch 70/-
Pineapple Supreme (New) 70/-
Vanilla classic 50/-

IMPULSE

ICE LOLLIES
Mango 5/-
Katchi Kairei 5/-
Orange 5/-
Nimbu Pani 5/-
Ripe Strawberry 5/-

TWINS BARS
Mango 12/-
Raspberry 12/-
Lychee 12/-
SUNDAES
Kesar Kamal 20/-
Mocha Almond 20/-
Double Fundae 15/-

BAR NOVELTIES
Choc-O-Nut (New) 20/-
Kaju Fudge 20/-
Heart Beat 20/-
Rainbow 10/-

LARGE CUPS
Kesar Pista 18/-
Butterscotch 16/-
Mango Alphonso 16/-
Vanilla 10/-
Strawberry 10/-
Pista 10/-

SMALL CUPS
Butterscotch 6/-
Strawberry 5/-
Vanilla 5/-

CHOCO BAR
Champ Choco Bar 14/-
Choco Bar (New) 10/-
Choco Bar 8/-

KULFI
Mango Malai 10/-
Kesar Malai 10/-
NOVELTIES
Maha Sundae 25/-
Cassata 25/-
Yorker 12/-

CARNIVAL
Choco Chips 20/-
Butterscotch 20/-
Badam Roasted 20/-
Strawberry-Pista 15/-
Choco-Delight (New) 15/-
 RESEARCH METHODOLOGY

MEANING

Research is an art of scientific investigation; research is the

systematic method consisting of enunciating the problem,
formulating a hypothesis, collecting the facts and data,
analyzing the fact and reaching certain conclusions either in the
form of solutions towards the concerned problem or in certain
generalization for some theoretical formulation.

OBJECTIVES

The following are the objective of the survey.

1. To find out the present market share of DINSHAWS ICE-

CREAM area covered during the study.

2. To estimate the market potential of DINSHAWS ICE-

CREAM.

3. To comparison between DINSHAWS ICE-CREAM & other

ice cream company in rates.

4. To comparison service, scheme between DINSHAWS ICE-

CREAM & other ice-cream company in Nasik ice-cream
market.

5. To find out shopkeepers expectations from DINSHAWS

ICE-CREAM.
RESEARCH DESIGN

The research undertaken by the researcher was descriptive in

nature. Considering the nature of the research the survey
method was adopted. In the survey personal interviews were
conducted and a structured questionnaire was administered
during the interviews.

SAMPLE SIZE

From the population of various ice cream shops, sample size in

Nasik was taken for the study.

SAMPLING METHOD

Convenience sampling was used by the researcher because it is

easy and cheap to collect data. Moreover the population size
was very large to cover so it was best to use convenience
sampling.

DATA SOURCES

The nature of data collection was primary. The primary

data for the project was collected while market survey &
personal done in ice cream shop.
METHOD OF DATA COLLECTION

Various methods were used to collect the primary data.

These are
01. Observations
02. Personal interview
03. Schedule.

OBSERVATIONS

It is the methods of nothing and recording information without

asking specific question from the respondents. The advantage of
this method is that it is highly effective to provide information
asked for.

THE AIM OF THIS METHOD OF

a) To selling the products by the company.

b) To see the problem of shopkeeper at that time selling the ice
cream.
 SCHEDULE AND INTERVIEWS

In this method researcher asks the question from the proforma

in the order questions are listed and record the replies in the
space meant for the same in the proforma.

A schedule was prepared and administered to owner and the

managers of various ice-cream companies to now.

a) To product and concentrate on more selling product.

b) Daily selling current scheme.

c) Concentrate on services.

d) Information collect competitors product.

The advantage of this method is all the required information can

be obtained in an orderly and systematic manner since all the
questions re formulated in advance.

Along with the schedule interviews were conducted. The

interviews were totally informal. The advantage of using both
methods simultaneously was to collect additional information.
LIMITATIONS

Despite having taken all the care in the process of research project
it is very necessary to know the limitations of the study.
The following are the limitations of this research project.

1. Due to time constraints, the sample size taken was small.

2. Convenience sampling used here has its own limitations.

3. There might have been some concurrent inaccuracies.

Whereby the respondents might have given wrong
information in order to safe guard against invasion of
privacy.

4. The respondents might have resorted to quick and abrupt

answers to terminate the quickly.
SCOPE OF STUDY AND ITS UTILITY

The scope of study is limited to Nasik city. The survey was

undertaken only this areas survey covered the whole Nasik city
that is the full information provided to company.

The research have been undertaken by the researcher is useful to

dealer & company in many ways. The study is useful in finding the
market potential and the total consumption of DINSHAWS ICE-
CREAM in the city covered during the survey. The study will
help the dealer in targeting those shops first where there is good
potential and the selling of DINSHAWS ICE-CREAM is higher.

During the study it has been found has been found that still there
are many ice-cream company and other company what strategy
apply for theses area like rated, quality, schemes, service
DINSHAWS ICE-CREAM compares the all company & decides
the new strategy
 CONCEPTUAL FRAMEWORK

Marketing research is the collection and interpretation of data

that help the marketing management to get the products more
efficiently in to the hands of the consumers.

AMERICAN MARKETING ASSOCIATION DEFINES

Marketing research as systematic collection, recording, analysis,

interpretation and reporting of information about existing or
potential markets marketing strategies and tactics etc.Marketing
research and market research should not be confused. Market
research is one of the market it self that is its size no. of
competitor active in it and their market share.
Market research can be used for estimating the market share but
in reality there may have to be eliminated because of certain
factors. Market research is very much significant in determining
the market potential. One of the method used by business
marketers in determining the market potential is build up
method. In this method the first step is identify all the potential
buyers in each market and then to estimate their potential
purchase. In the research undertaken the potential buyers of
DINSHAWS ICE-CREAM are various shopkeeper market
research has played an important role.

Thus marketing research can help the manufacturer and dealer

in deciding his potential market in the context of size of market
any manufacturer or dealer seeking a new market would be
interested in getting this information because this will help to
decide whether or not it will be profitable to enter the market.

In this way research plays an important role firstly find out

market share & how to the increase the market share.
To analyze the primary data and then decide strategy for
increase the market share.
any manufacturer or dealer seeking a new market would be
interested in getting this information because this will help to
decide whether or not it will be profitable to enter the market.

In this way research plays an important role firstly find out

market share & how to the increase the market share. To analyze
the primary data and then decide strategy for increase the
market share.
 ANALYSIS AND INTERPRETATION

Once the data has been collected. It has to be analysis,

which amount to the search for meaning in the collected
informatation.It involved the steps like editing, coding and
tabulation.

The basic purpose of editing is to examine the collected

raw data to decked error and omissions and to correct these
errors, editing involve a careful scrutiny of the completed
schedules. During this phase the answers, which were
found to be incompletely answered or erroneous or
inconsistent in nature were isolated and the respondents
were followed up again.

Since a structured questionnaire was made, there was no

need of post coding the next step was tabulation in which
the responses in different categories were simply counted.
Simple tabulation was employed in which statically tools
like frequency Distribution and percentage were used

PRESENTATION OF INFORMATION.

The next step in research project after the analysis of data

is the presentation of results so that meaningful inferences
can be drawn. The results are presented as follows.
 MARKET SHARE

MONTHLY ICE-CREAM SALE OF EACH

COMPANY.

The researcher has taken a sample size of 150 ice-cream

shops in Nasik city. The following table shows the market
share of each company in Nasik ice-cream market.

Company Sales (in Rs.) Percentage

Dinshaws 175823 23.56%
Amul 224000 30.16%
Mona 90000 12.12%
Top ‘N’ Town 68000 9.15%
Kwality Walls 1000 0.13%
Nishigandha 68500 9.22%
Funtacy 29000 3.90%
Vadilal 9000 1.21%
Freshana 75000 10.10%
Asha 1000 0.45%

From this table it is seen that out of 20 ice-cream shops.

23.56% ice-cream selling of DINSHAWS ICE-CREAM.
 OTHERS
(VADILAL, KWALITY WALLS, AMUL)

DINSHAWS ICE-CREAM share is 23.56% in Nasik ice-

cream market DINSHAWS ICE-CREAM and Amul are
only two companies, which have captured above 50%
market.

If DINSHAWS ICE-CREAM opens exclusive parlors then

DINSHAWS ICE-CREAM can overtake Amul selling.
DINSHAWS ICE-CREAM has not given and opened any
counter in main market areas like Ravivar Karanga,
Dwarka Circle and Collage Road already DINSHAWS
ICE-CREAM’s sale in Nasik market is better than any
other ice-cream company and if it starts counters in market
it would definitely help to increases its sale.

RATES

The rates of all the companies are generally equal. But

special item of ice-cream’s rates are different.Such as party
packs, family packs, novelty & other the rates, which are
equal of all the companies in regular items such as Ice
candy, Bar, Kone, Small Cups & Large Cups.Inthe summer
season the main competitor DINSHAWS ICE-CREAM’s
i.e. Amul, which changes its rates that means it increases its
rates in few items but it is not with DINSHAWS ICE-
CREAM. The company does not change its rates. The rates
of this company are fixed for every season means there is
no flexibility in rates.
When confronted with shopkeeper they said that the rates
of DINSHAWS ICE-CREAM are quite good in
comparison with other rates, they said that DINSHAWS
ICE-CREAM is giving good quality at cheap rates, they
also said that the customers are also satisfied with the rates.
This factor has helped to increases the sale of DINSHAWS
ICE-CREAM.
SCHEME

A scheme is a type of marketing policy, which helps to

increases sale of product for company. Therefore company
makes use of scheme for giving extra benefit to
shopkeeper. The scheme ultimately helps to shopkeeper to
increases its sale. Therefore company tries to motivate their
customer i.e. shopkeeper by giving different types of
scheme.
In Nasik market many shopkeepers sale 2 or 3 ice-cream
company’s product. Therefore shopkeeper generally tries to
sale more product of that company which gives him
beneficial scheme.

Following are the schemes, which companies have

provided to the shopkeeper.

01. DINSHAWS ICE-CREAM.

a) Buy five box get one boxes free.
b) Buy Novelties six boxes get tuff free.
c) Buy Small Cups three boxes get Family pack free.

02. AMUL.
a) Buy one Party pack get one free.
b) Buy one liter Thumbo get one liter Thumbo free.
c) Buy Butter Scotch get Vanilla free.
d) Buy Party packs Rs.100/- 1000ml. get 800 ml free.
e) Buy on Combo pack 25% free.

03. FRESHNA.
a) Buy Rs.750/- premium party packs get Rs.144/- large
cup free.
b) Buy Rs.750/- Rainbow Cup get two boxes free.
c) Buy Family packs get one Family pack free.
d) Buy Rs.5000/- ice-cream get one watch.
From pie chart it has been cleared that Kwality Walls
quality is best. They have got success to satisfy their
customers who is shopkeeper by providing best quality
ice-cream. It has been rightly said that quality always
matter better that the quantity. Kwality Walls has
provided best quality. The material which Kwality Walls
uses for the production of there items is better than
DINSHAWS ICE-CREAM & Amul. Its ice-cream
milky, softy which other companies don’t have the other
two companies DINSHAWS ICE-CREAM & Amul,
which have better quality. DINSHAWS ICE-CREAM
has the quality of creamy ice-cream. While local
companies providing fresh ice-cream.
From the pie chart it has been cleared that the services of
different ice-cream companies have got responses from the
shopkeeper. According to that pie chart DINSHAWSICE-
CREAM service is best many shopkeeper are satisfied with
the service of DINSHAWS ICE-CREAM because they
gives the service quickly to shopkeeper and he gets product
easily as compare to Amul. Shopkeepers that Amul has
been in market since few years that’s why they are not try
to maintain the relation by giving better service as compare
DINSHAWS ICE-CREAM.
QUALITY.

COMRARE QUALITY OF EACH ICE-CREAM

COMPANY.

25%

45% OTHERS
AMUL
DINSHAWS

30%
SERVICE

COMPARE SERVICE OF EACH ICE-CREAM COMPANY

26%

43% OTHERS
AMUL
DINSHAWS

31%
PERCENTAGE SHARES IN NASIK ICE-CREAM MARKET.

DINSHAWS

AMUL

VADILAL
12%
4% FRESHNA
23%
9% TOP'N'TOWN
0% KWALITY
0% 32% WALLS
ASHA
9%
NISHIGANDHA
10%
1% FUNTACY

MONA
SEASONAL FLUCTUATION

Sales of ice-cream in lacs.

4.5 JAN

4 FEB
MAR
3.5
APR
3
MAY
2.5
JUN
2 JUL
1.5 AUG
1 SEP
0.5 OCT
0 NOV
1 DEC
SEASONAL FLUTUATION

The sale of the ice-cream is depend on seasonal condition .As

shown in the graph the maximum sale of ice-cream is in between
Feb. to July. And average sale in between the Aug. to Jan. In other
word the demand is increases in summer and goes to its minimum
demand in winter
EXPECTED AVERAGE MARKET SHARE
(FOR NEXT TWO YEARS)

DINSHAWS

AMUL

KWALITY
7% 4% 25% WALLS
8%
VADILAL
18%
8% 30% FRESHNA

TOP'N' TOWN

LOCAL
BRANDS
 PRODUCT AWARENESS

PRODUCT
15% AWARE

NOT AWARE
85% ABOUT
PRODUCT
 PRODUCT AWARENESS OF DINSHAWS ICE-CREAM.

The finding of the research of DINSHAWS ICE-CREAM. All

retailers are known about DINSHAWS ICE-CREAM.
Advertisement and propaganda at the every retailers, contributed
so much to the product awareness. The percentage of the product
awareness of DINSHAWS ICE-CREAM is up to 85%.
MONTHLY ICE-CREAM SALES OF EACH ICE-CREAM
COMPANY IN NASIK ICE-CREAM MARKET

Average monthly sale of companies in thousand

250000

200000 DINSHAWS
AMUL
150000 VADILAL
TOP 'N' TOWN
100000
FRESHNA
50000 KWALITY WALLS
FUNTASY
0
1
 SUGGESTIONS & RECOMMENDATIONS

SUGGESTIONS

1. DINSHAWS ICE-CREAM should be advertised there is

much difference between Amul & DINSHAWS ICE-
CREAM’S Advertisement. DINSHAWS ICE-CREAM’S
advertisement is very low than Amul.

02. DINSHAWS ICE-CREAM should provide more number of

Machines in market.

03. DINSHAWS ICE-CREAM should provide better service to

old machines.

04. DINSHAWS ICE-CREAM should open exclusive parlors.

05. DINSHAWS ICE-CREAM must concentrate on other

promotion activities like business promotion (Coupon, Gift,
Scratch cards) & trade promotion (Free Samples, Schemes).

06. DINSHAWS ICE-CREAM should open new shops in

market.

07. DINSHAWS ICE-CREAM has good quality ice-cream but

lacking in awearing customers & retailers.
RECOMMENDATIONS

01. DIRECT CONTACT WITH DEALER.

All the companies engaged in the ice-cream marketing keeps

frequent and direct with retailers. All the companies have
recognized the strength of retailers of changing the sale of
particular brand .So every company trying to being close to
them. Company should arrange the seminars. Beside this they
distribute gifts to retailers and company representative
frequently visit retailers to solve their problems.

The researcher would like to recommend DINSHAWS ICE-

CREAM to appoint representative to visit retailer’s outlet to
solve their problems. The researcher would also like to
recommend to DINSHAWS ICE-CREAM to arrange for
retailers seminars and trips for them also distribute gifts to them
for being close to the retailers.

02. STARTING OF CUSTOMER’S EDUCATION CELL.

During the research it is observe that most proportion of the

product is consumed by marginal customers. During the
research it is observed that marginal customers is always
reflected and not taken into consideration while taking decision
regarding the marketing. During the research it is observed that
through big proportion is consumed by marginal customer they
are not aware about the difference in the different grades of the
ice cream. The researcher would like to suggest that
DINSHAWS ICE-CREAM customer education cell to give
proper information regarding the ice cream. This cell will give
full information to the customers regarding the use of different
brands.
03. INSERTION OF GIFT AND CASH COUPONS.

Today only distribution gift without any scheme does not make
effect on sale. But insertion of coupon can make big effect. The
researcher would like to suggest DINSHAWS ICE-CREAM to
start lucky coupons schemes. The researcher would also like to
suggest providing for cash commission to the mason on every
product.

04. PROMPT DELIVERY.

During the research it is found beside good demand for

DINSHAW ICE-CREAM, company is unable to meet the
increasing demand it is resulting into reduction in sale as well
as market share. The researcher would like to suggest that
company make proper arrangement for prompt of proper
delivery. Prompt delivery’s very important factor if there were
not prompt delivery your customers are found to buy another
brand which can result permanent loss of customers. To avoid
these things company must take appropriate measures to bridge
the gap between demands of supply.

05. TRANSFER OF ADVERTISING FUND

During the research it is found that DINSHAWS ICE CREAM

have not achieved 100% success in adverting of there product.
DINSHAWS ICE CREAM has not 100% awareness for their
product so there is need for heavy advertising expenditure.
Company can advertise on hoarding wall painting and
newspapers.
 CONCLUSION

From the analysis done the following conclusions can be drawn.

01. DINSHAWS ICE-CREAM company’s market in Nasik city

is 23.56% & Amul has 30.16%. This means that
DINSHAWS ICE-CREAM & Amul have captured more
than 50% of market.

02. From survey it is cleared that the quality of Amul is the best
but people are also interested in DINSHAWS ICE-CREAM
&Quality Walls. They are also better.

03. The rate factor of ice-cream in the market is generally equal.

There in not much difference in the rate chart.

04. DINSHAWS ICE-CREAM’S service, which the company

provides to the shopkeeper, is the best. While Amul &
Quality Walls’s service also better.

05.DINSHAWS ICE-CREAM & Amul are the only two

companies, which provided many schemes to their
customers. Their scheme has variety, while Quality Walls is
the only one company, which gives cash discount to its
Customers.

06. DINSHAWS ICE-CREAM has different variety of ice-

cream. They have provided many packs such as select &
premium. These two have provided the customer to choose a
pack of his choice.
07. Amul has its goodwill. This company is this old company
in the market them other’s. Therefore its customers have
been purchases it product from many years.

08. As compare to the Amul, .DINSHAWS ICE-CREAM is

new company in the Nasik market, Amul has done much
advertise still DINSHAWS ICE-CREAM has go success
and has good demand.
 BIBLIOGRAPHY

01. “Marketing Management” by Philips Kotler 10th

Edition in 1998, Hall of India Pvt.Ltd, New Delhi-110001.

02. “Marketing Research” by Luck Rubin 7th

Edition in 1999, Hall of India Pvt.Ltd, New Delhi-110001.

03. “Research Methodology Methods & Techniques”, by Kothari

C.R. 2nd Edition, Wishwa Publication, New Delhi-110001

04. Company Literature.

 QUESTIONNAIRE

MARKET SHARE OF DINSHAWS ICE-CREAM IN NASIK

ICE-CREAM MARKET.

Retailer Name:

Address:

Tel.No:

01. How many brands are available in the market today?

02. Which product you sell?

03. Which are the leading brands you think?

04. What is the market share of each brand?

05. Which promotional measure are uses in the business to

increases the sale?

06. Which ice-cream selling more?

07. Why more sales?

08. Why less sales?

09. What are the rates?

10. Which quality is best?

11. If good, why?

12. If not good, why?

13. Which company provides best service?

14. What are the schemes?

15. Does the sale affect the seasonal trend?

16. What is the monthly average demand?

17. What is your expectation from DINSHAWS ICE-CREAM?

 A

PROJECT REPORT

ON

“MARKET SHARE OF DINSHAWS ICE-CREAM”

CONDUCTED AREA OF

NASIK MARKET

SUBMITTED BY

MAYUR R. WARULE

IN THE PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS STUDIES

INSTITUTE OF MANAGEMENT AND

RESEARCH, JALGAON.
2007-2008