TABLE OF CONTENT

Page No.

Introduction of the topic

` Introduction of the Organization

Importance of the study

Scope of study

Literature Review

Research Design

 Research Problem

 Research Objective

 Hypothesis

 Universe

 Sample Size

 Sampling Technique

 Data Collection

 Data Analysis

Data Analysis

Data Interpretation

SWOT Analysis

Conclusion

Recommendations and Suggestions

Scope for further research

Questionnaire
 CONSUMER PURCHASE DECISION
TOWARDS VADILAL ICE CREAMS AND
OTHERS
 DECLARATION

I undersigned declare that I am a student of MBA have undergone summer

training in the Vadilal ice cream on the topic CONSUMER PURCHASE
DECISION TOWARDS VADILAL ICE CREAMS AND OTHERS. It is my
original work.

BHANU PRATAP SINGH

MBA ( Marketing )
3rd Sem
 PREFACE

This summer training report is not only the report of the training in vadilal ice
cream, but also contains the brief history of the organization. Vadiall is a well-
known organization in ice cream sector. The report contains the competitor’s
history and their marketing strategy. The company is maintaining the quality
product. Vadilal is providing a widest range of ice cream. The focus of the project
is to know the purchase pattern and perception of the consumers for Vadilal.

This project as a summer training is a partial fulfillment of two year MBA

course. In this project I have include all the required things. This project has given
me a great learning and has helped me to know the actual management scenario.
 ACKNOWLEDGEMENT

This project report instead of being an individual effort is a collective one. The list
of those providing a helping hand a is quite comprehensive but it would be
pertinent to mention a few who have played a major role in completion and
perpetration of the project and continue to have a positive influence in my thought
process.

I am immensely grateful to Mr. Ajay Kumar (Area Sales Manager) for giving
me an opportunity to learn and conduct research in their esteemed organization.
They help me to understand the management culture and to my personality by
giving me exposure to real work situation. In fact words are too little to express my
gratitude to them

I must also thanks my friends for thief continuous support in preparing the
project and giving me it a final touch and their inspiration throughout and even
after research.

Last but not least I must thanks my parents and family members for giving me
their love and affection and encouraging me to take challenges all through my life.

BHANU PRATAP SINGH

 TABLE OF CONTENT

Page No.

Chapter-1 Introduction of the topic 1

Chapter-2` Introduction of the Organization 4

Chapter-3 Importance of the study 9

Chapter-4 Scope of study 11

Chapter-5 Literature Review 12

Chapter-6 Research Design 13

 Research Problem

 Research Objective

 Hypothesis

 Universe

 Sample Size

 Sampling Technique

 Data Collection

 Data Analysis

Chapter-7 Data Analysis 38

Chapter-8 Data Interpretation 50

Chapter-9 Conclusion 61

Chapter-10 Recommendations and Suggestions 64

Chapter-11 scope for further research

 EXECUTIVE SUMMARY

TITLE OF THE PROJECT: Consumer purchase decision towards vadilal

Ice creams and others.

PLACE OF WORK: Bareilly

NAME OF THE ORGANIZATION:

vadilal Group

DURATION: 45 Days.

ORGANIZATIONAL GUIDE:
Mr Ajay Kumar (Area sales Manager)
 INTRODUCTION TO THE TOPIC

Ice creams are a genuine delicacy to one and all. It would indeed be difficult to
trace a sole who actually doesn’t like ice creams. Ice creams are an all time
favorite for people of all ages. How often do we ever give it a thought as to know
about ice creams?

Ice cream market in India-The total market in the ice cream industry is Rs 2000
crores of which the branded ice cream market holds a scoop of Rs 400 crore. The
ice cream market in India is currently estimated to be 210-mn liter valued at Rs 45
crore (MRP Rs 9 bn). The market growth during the late 80’s and in the early 90’s
was very low at around 2-3 % p.a. since the last 2 years; the market has been
witnessing a much faster growth at around 10-12% p.a. The growth rate could
have been higher but for poor infrastructure high excise duty / sales tax etc.

In the beginning HLL entered the market through frozen dessert route. Frozen
desserts were technically not reserved for the small scale. There are a number of
brand of ice creams available in the country. Even region has its own special
brand of ice creams.

There lies immense opportunity in the East removal of licensing, restrictions and
investment by new players in capacity and market expansion, is expected to lead
to rapid demand growth in the sector. A 10-20% p.a. volume growth can be
sustained for a very long period due to the fact that the current base of
consumption is very small.

Ice cream has an ancient history-As for the origins of ice-cream, an equal amount
of folklore abounds. In the fourth century B.C., the Roman Emperor Nero
apparently ordered ice to be brought from the mountains and combined with
fruit toppings. Although legend has it that Marco Polo brought back to Europe a
Chinese method for creating an ice and milk concoction, recent scholarship
indicates that if he did bring back such a recipe, it was probably not from China
but from elsewhere along his route. Over time, recipes for ices, sherbets, and milk
ices evolved and were served in the fashionable Italian and French royal courts.

The use of ice mixed with salt to lower and control the temperature of the mix of
ingredients proved a major breakthrough in the creation of ice cream as we know
it. The invention of the wooden bucket freezer with rotary paddle facilitated its
manufacture at home, making ice-cream a staple of kitchens across the land.

A Baltimore company first produced and marketed wholesale ice-cream in 1851.

The treat became both distributable and profitable with the introduction of
mechanical refrigeration. The ice-cream shop or soda fountain has since become
an icon of American culture.

Ice creams is a dairy product comprising of 60% dairy ingredients like Creams,
Butter, Milk and other ingredients such as Sugar, Water, Colors, Flavors, Stabilizer
and emulsifiers. In case of Frozen Desserts the dairy fat is replaced by vegetable
fat such as Palm oil, Coconut oil.

Prevention of Food Adulteration Act requires a min. 10% fat and 40% of other
solid matter in ice creams. The key non- fat solid matter being skimmed milk
powder and sugar.

Ice Creams have good demand all around the globe. It has been seen that U.S.A
accounts for 22 litres per annum consumption per person while Australia ranks
second with an 18 litres figure. India however, shows a figure of only 0.1 liter.
There indeed lies great potential in the Indian market for ice creams.

The ice cream industry here shows a Rs. 2200 Crores total market of which
branded ice creams own only Rs. 500 Crores. Today the country is practically
flooded with a very wide range of ice cream brands. Each region has its own
special brand to harp on.

The major international players in the Delhi market are Blue Bunny, Baskin
Robbins and Move pick whereas the domestic players include Mother Dairy,
Amul, Kwality Walls, Cream Bell and Vadilal.

Indian ice cream industry is worth $700 million of which only less than half ($300-
350 million) is accounted by organized players like Cream Bell, Amul Kwality
Walls and Mother Dairy.

Among the domestic players Kwality Walls Amul & Mother dairy are the only
brands that can pose maximum competition to Vadilal ice creams. However, the
company has accepted this competition in good spirit and has also made
adequate moves in this regard.

Purpose: Since there is not enough space in normal refrigerator, the retailers need
to keep freezer to stock ice cream .The freezer maintain -18 to -22 degree C. Our
task necessarily involves convincing the retailer to create space for VADILAL ice
cream in his shop , also understand the working of the distributor & the various
issues he handle like retailer grievances ,replacement strategies cost involved & the
other issues he faces.
 INTRODUCTION TO THE ORGANIZATION

Vadilal group has its humble beginning, more than 95 years ago, when its
founders started manufacturing Ice-cream with a hand cranked machine.

Today it is a diversified Business Group with major interests in Ice-creams, Food

Processing, Real Estate Development and Specialty Gases.

Head Quartered in Gujarat, the most industrialized State in India, the Group had a
turnover (1998-99) exceeding Rs.1500 million. Major companies of the Group are
listed in several Stock Exchanges of. India. The Group has a large investor base
and its brand name "Vadilal" commands an excellent equity.     

The "Vadilal" philosophy of providing its customers with quality products and
services at affordable prices has resulted in the brand being a household name in
India.

Vadilal Industries Ltd. (VIL) is the flagship company of Vadilal Group. 

VIL is a public limited company listed in major Stock Exchanges of India. VIL's
primary interests are in Ice-creams and Food Processing.

Vadilal is having one fourth of the Indian Ice-cream market as its share. With its
successful track record spanning seven decades, Vadilal is synonymous with Ice-
cream in several parts of the country.

The Processed Foods Division processes and markets a wide variety and range of fruits,
vegetables and ready-to-serve Indian Foods. The Division also exports several of these products
to the European Union, the Middle East, Asia Pacific Region and the US.
VADILAL ICECREAM

Vadilal, the name conjures up images of ice cream laden bowls and a plethora of
new flavors. Starting from one man show with a hand cranked machine in 1926 as
a small retail outlet, the ice cream division now has a production capacity of 1
lacks litters/day at 3 sophisticated plants, located at Ahmedabad, Pundhra and
Bareilly. These ISO 9002 certified plants for Pundhra and Bareilly are established
in such a way that they are in consonance with the market expansion strategies of
the division.

Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.

Vadilal has 25% of the Indian ice cream market as its share. But that's no surprise
considering that the group has the largest range of ice creams in the country in a
variety of flavours, packs and forms. The group has a product matrix of over 200
SKUs comprising of cones, cups, candies, family and party bricks and bulk packs.
Vadilal introduced the concept of "flavour of the month" under which the
company develops and markets one new flavour every month for its customers
delight.
Product range

Vadilal has the maximum range of ice-cream products in India i.e. over 200 SKUs.
It has preference for tastes as per budgets. There are rich creamy ice creams for
the connoisseurs and low fat frozen desserts for the health conscious. There are
plain favourites, chocolate ecstasies, romantic ripples, nutty delight, fresh fruit
fantasies and are guaranteed to spark your taste buds. Vadilal has priced its
products on the principle of real value for money.

Quality

At Vadilal, commitment to Quality is an Attitude. Vadilal Ice Creams contains only

the best ingredients, be it cashew nuts, almonds, pistachio chocolate or fresh
fruits. Great pains are taken to find the finest ingredients from around the globe.
State-of-the art-technology ensures that each scoop is dense, rich and filling, with
no extra air or ice-flakes. Special care is taken during packaging, storing, transit
and delivery so that consistency in quality is maintained. This is why when the end
product reaches the customer; he is convinced that quality shines through in
everything the group does. 

New Launches

 Recently the group has launched Fresh Fruit Ice-cream with ripples under
the Fantasy range viz. Fresh Orange Fantasy, Fresh Mango Fantasy, Fresh
Strawberry Fantasy and Fresh Black Currant Fantasy.

 Three new Koolfi's have hit the market. Namely Mango Koolfi, Mava Koolfi
and Pista Koolfi, these koolfis priced at Rs.10/- is a big hit in the market
place.
  Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae at Rs. 10/-
each have been introduced.

New Promotional Schemes

 .1+1 scheme on cup of butter scotch, kaju kish mish, Mango cup.

 Mango dolly free with Bomber,& Rasb berry dolly free with CONE No 1

 1+1 Party Pack Scheme: Yet another Bumper offer was the scheme of One
party pack free with one.

 Purchase discount with the slab of 5%,6% & 7%

Market Reaction to Vadilal's activities

The recent promotional schemes have a tremendous response from the

consumers. Consumers have been writing letters with requests for the extension
of the scheme period. The growth in sales during the scheme period was ten
times over the normal sales. 

Happinezz Parlor

Vadilal introduced exclusive ice cream parlors under the name "Happinezz
Parlours" to meet the expectations of our valued customers.

Happpinezz provides cosy, nice & cool ambience where one can enjoy world-class
ice creams, ice-cream sundae, shakes and other various ice cream concoctions to
his heart's content.

Presently Vadilal has 23 such parlours in India and it expects to increase its
number very soon. To open a Happinezz parlour following requirements have to
be met.

Operational Requirements
1. A place at a prominent location with at least 15' frontage and at least 400
sq. ft. area reserved for ice creams only.

2. Minimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.

3. Proper space for sitting or standing for serving ice creams.

4. Inside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of excitement.

5. Translite of products with their prices and attractive photograph should be

displayed properly to create the right ambience in the parlour.
 IMPORTANCE OF THE STUDY
 Selection of ingredients

 Mix preparation

 Homogenizing and pasteurizing

 Flavors and colors

 Cooling

 Freezing and incorporation of air

 Packing- packaging- hardening- storage (20 degree Celsius )

To ensure QUALITY product temperature should never rises above – 18 degree.

This can de achieved by having air temperatures in cold rooms 4-5 degrees and in
vehicles 7 degree colder than –18 because of air fluctuations during door opening
and closing and defrost cycles.

Though still limited mostly to urban areas during the summer, the ice cream
market is already showing signs of diversification:

 With a 30-percent market share, vanilla is still the preferred flavor, but
strawberry, chocolate and butterscotch are available.

 Manufacturers are catering to the low-end market with cheaper sherbets.

 Importers catering to high-end consumers are selling U.S. ice cream to

hotels, supermarkets and up-scale shopping outlets.

Distribution Limited by Storage- Ice cream distribution in India usually involves a

distributor, wholesaler and retailer. Because of chinks in the cold storage chain,
most brands have small regional operations with production facilities located near
major markets.
National brands may opt for cold-storage facilities in major consumption centres
or acquire smaller production facilities close to the retail outlets.

Retailers, numbering around 70,000, operate through fixed outlets or mobile

pushcarts, tricycles or three-wheelers.

The domestic dairy cooperative sector entered the market in late 1996, launching
a price war that caused many small and medium-sized businesses to leave the
market or merge with large-scale producers. These larger companies expanded
their distribution networks and broadened offerings.

Recently, multinational brands, such as Wells' Blue Bunny entered the market.
Baskin-Robbins and Kwality Walls established joint venture relationships with
Indian companies.

Though the 51-percent tariff on imports limits demand, there are plenty of
consumers with a hankering for premium brands willing to pay the difference.

The frozen treats usually are packaged and sold three ways:

 Cups holding 100 to 150 ml.

 Bars, sticks and cones

 Family packs of 1 liter in wax- coated paper or plastic cartons

To call a product "ice cream," two basic requirements must be met: The treat
must be at least 10-percent milk fat and use sugar as the sweetener. Though
there is a potential market for fat-free and sugar-free ice creams, the country’s
food laws don’t permit them yet.

High tariffs and inefficient distribution systems will continue to bottleneck the
import market for the short term, but an increasingly
 SCOPE OF THE STUDY

 The study provides the knowledge of VADILAL

INDUSTRY.

 The study help a lot know about retailer interest & first
hand information regarding the retailer satisfaction.

 The study provides immense knowledge of ice cream

Industry.

 The company stands to gain useful info about the market

and its competitors.

 The study helps to know the consumers choice and his

purchase decision process
 LITRATURE REVIEW

Vadilal, the name conjures up images of ice cream laden bowls and a plethora of
new flavors. Starting from one man show with a hand cranked machine in 1926 as
a small retail outlet, the ice cream division now has a production capacity of 1
lacks litters/day at 3 sophisticated plants, located at Ahmedabad, Pundhra and
Bareilly. These ISO 9002 certified plants for Pundhra and Bareilly are established
in such a way that they are in consonance with the market expansion strategies of
the division.

Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.
 RESEARCH DESIGN

RESEARCH PROBLEM

 Most people are not aware to particular brand.

 People are not supporting.

 Communication problem.

 Primary data was not sufficient.

 Lack of resources.

Research budget.
 RESEARCH OBJECTIVE

THE PROJECT ASSIGNED TO ME IS “CONSUMERS PURCHASE DECISION

TOWARDS VADILAL AND OTHER’S ICE CREAM IN DELHI”. THIS
REQUIRED FIELDWORK TO COLLECT THE PRIMARY DATA DIRECT
FROM THE RESPONDENT, INTERVIEW AND DISCUSSION FROM THE
RESPONDENT TO COLLECT SOME OTHER INFORMATION AND DESK
RESEARCH TO ANALYZE THE WHOLE DATA PROPERLY. DURING THE
EIGHT-WEEK PERIOD OF OUR SUMMER TRAINING I REQUIRED TO
TRAVERSE THE LENGTH AND BREATHE OF CERTAIN MAJOR
MARKETS AND SHOPPING AREAS. VISITING EVERY QUALIFYING
OUTLET GIVE US EXPOSURE TO A VERY TRUE LIFE ON-THE–JOB
TRAINING IN IDENTIFYING POTENTIAL PROSPECTS FOR RETAILING
VADILAL ICE CREAMS, KNOWING RETAILERS AND CONSUMER
PROBLEM, ANSWERING THEIR VARIED QUERIES, SUGGESTING
VIABLE ALTERNATIVES TO THEM – ALL THIS INDEED HAS GIVEN US
REASONABLY GOOD KNOWLEDGE AND OF COURSE, A PRACTICAL
EXPOSURE IN THE BUSINESS OF ICE CREAM.
 UNIVERSE OF STUDY

Whether Mother dairy is following Amuls footsteps or Amul is following Mother

dairy foot steps its hard to tell, but one thing that can ascertained is that there is
fierce competition among the major players .

MOTHER KWALITY VADILAL AMUL

DAIRY WALLS
STRENGTH Strong brand Focus on Positioned as Strong brand
awareness, creating pure awareness,
high product excitement vegetarian ice wide variety
differentiation through a cream & good of ice cream,
Strong range of pricing high profit
distribution affordable strategies. margin to
channel &wide Maximum retailer.
variety profit margin
Strong to retailers.
financial back Good
up from HLL. replacement
Good display. scheme.
WEAKNESS Display Target mostly Less Poor
problem, in premium advertisement, distribution
Replacement segment, channel, No
problems higher pricing replacement
strategies scheme.
OPPURTUNITY Huge Retailer Huge Lower
untapped area always untapped area. segment
prefers to buy New product penetration.
deep freezers development
on security. in diet
product
Threat From local From mother From KW & From
players dairy MOTHER premium
DAIRY segment
SAMPLE SIZE

A frequently asked question is “How many people should I sample?” It is an extremely good
question, although unfortunately there is no single answer! In general, the larger the sample size,
the more closely your sample data will match that from the population. However in practice, you
need to work out how many responses will give you sufficient precision at an affordable cost.

Calculation of an appropriate sample size depends upon a number of factors unique to each
survey and it is down to you to make the decision regarding these factors. The three most
important are:

Here we used 100 respondents as a sample size. with the help of questioner.
 SAMPLING TECHNIQUE

Here we have used random sampling process to the collection of data.

With the help of primary and secondary data I have completed the research

Here I used respondent decision toward the vadilal group consumer purchase

Decision towards vadilal and others.

 DATA COLLECTION

Data collection

(i) Direct ask question

(ii) Direct through questionnaire

(iii) Discussion with respondent

Sources of data

(i) Primary data

(ii) Secondary data

For the successful completion of the project I was required to understand and study
Ice Creams as a product and at the same time lay greater emphasis on the ice
creams markets in Delhi (south Delhi)

I visited all major markets and shopping areas and went to all those outlets, which
prospectively seemed to qualify as a good ice cream outlet.

To understand the market situation I read through numerous news articles,

journals, company reports and also surfed the Internet – which gave me a good
insight into Vadilal ice creams and its existing market scenario.

I have conducted survey – one for the retailers and other for the customers.. A
sample size of 100 was taken into consideration. This helped me gauge s potential
for Vadilal ice creams and also revealed interesting viewpoints with regard to
various ice cream brand preferences, flavour preferences, retailer requirements.

After having worked in the market – talking to retailers and consumers I was able
to see through the ice cream market in its true colors. A complete field work over a
period of 8 weeks gave us a good exposure to the actual conditions prevailing in
the ice cream market. At the same time it has also given us the genuine capacity to
analyze Vadilal ice creams present shape and future potential.

VADILAL-THE COMPANY PROFILE

Vadilal group has its humble beginning, more than 95 years ago, when its
founders started manufacturing Ice-cream with a hand cranked machine.

Today it is a diversified Business Group with major interests in Ice-creams, Food

Processing, Real Estate Development and Specialty Gases.

Head Quartered in Gujarat, the most industrialized State in India, the Group had a
turnover (1998-99) exceeding Rs.1500 million. Major companies of the Group are
listed in several Stock Exchanges of. India. The Group has a large investor base
and its brand name "Vadilal" commands an excellent equity.     

The "Vadilal" philosophy of providing its customers with quality products and
services at affordable prices has resulted in the brand being a household name in
India.

Vadilal Industries Ltd. (VIL) is the flagship company of Vadilal Group. 

VIL is a public limited company listed in major Stock Exchanges of India. VIL's
primary interests are in Ice-creams and Food Processing.

Vadilal is having one fourth of the Indian Ice-cream market as its share. With its
successful track record spanning seven decades, Vadilal is synonymous with Ice-
cream in several parts of the country.

The Processed Foods Division processes and markets a wide variety and range of fruits,
vegetables and ready-to-serve Indian Foods. The Division also exports several of these products
to the European Union, the Middle East, Asia Pacific Region and the US.
VADILAL ICECREAM

Vadilal, the name conjures up images of ice cream laden bowls and a plethora of
new flavors. Starting from one man show with a hand cranked machine in 1926 as
a small retail outlet, the ice cream division now has a production capacity of 1
lacks litters/day at 3 sophisticated plants, located at Ahmedabad, Pundhra and
Bareilly. These ISO 9002 certified plants for Pundhra and Bareilly are established
in such a way that they are in consonance with the market expansion strategies of
the division.

Vadilal has one of the largest cold chain networks in India, comprising of 15 C&F
agents, 250 distributors and 15,000 retailers. The network is kept alive by a large
fleet of refrigerated vehicles. Refrigeration equipments and retail freezers are
sourced from world leaders in the technology so as to deliver quality products to
the consumers, which is a commitment at Vadilal.

Vadilal has 25% of the Indian ice cream market as its share. But that's no surprise
considering that the group has the largest range of ice creams in the country in a
variety of flavours, packs and forms. The group has a product matrix of over 200
SKUs comprising of cones, cups, candies, family and party bricks and bulk packs.
Vadilal introduced the concept of "flavour of the month" under which the
company develops and markets one new flavour every month for its customers
delight.

Product range

Vadilal has the maximum range of ice-cream products in India i.e. over 200 SKUs.
It has preference for tastes as per budgets. There are rich creamy ice creams for
the connoisseurs and low fat frozen desserts for the health conscious. There are
plain favourites, chocolate ecstasies, romantic ripples, nutty delight, fresh fruit
fantasies and are guaranteed to spark your taste buds. Vadilal has priced its
products on the principle of real value for money.

Quality

At Vadilal, commitment to Quality is an Attitude. Vadilal Ice Creams contains only

the best ingredients, be it cashew nuts, almonds, pistachio chocolate or fresh
fruits. Great pains are taken to find the finest ingredients from around the globe.
State-of-the art-technology ensures that each scoop is dense, rich and filling, with
no extra air or ice-flakes. Special care is taken during packaging, storing, transit
and delivery so that consistency in quality is maintained. This is why when the end
product reaches the customer; he is convinced that quality shines through in
everything the group does. 

New Launches

 Recently the group has launched Fresh Fruit Ice-cream with ripples under
the Fantasy range viz. Fresh Orange Fantasy, Fresh Mango Fantasy, Fresh
Strawberry Fantasy and Fresh Black Currant Fantasy.

 Three new Koolfi's have hit the market. Namely Mango Koolfi, Mava Koolfi
and Pista Koolfi, these koolfis priced at Rs.10/- is a big hit in the market
place.

 Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae at Rs. 10/-
each have been introduced.

New Promotional Schemes

 .1+1 scheme on cup of butter scotch, kaju kish mish, Mango cup.

 Mango dolly free with Bomber,& Rasb berry dolly free with CONE No 1
  1+1 Party Pack Scheme: Yet another Bumper offer was the scheme of One
party pack free with one.

 Purchase discount with the slab of 5%,6% & 7%

Market Reaction to Vadilal's activities

The recent promotional schemes have a tremendous response from the

consumers. Consumers have been writing letters with requests for the extension
of the scheme period. The growth in sales during the scheme period was ten
times over the normal sales. 

Happinezz Parlor

Vadilal introduced exclusive ice cream parlors under the name "Happinezz
Parlours" to meet the expectations of our valued customers.

Happpinezz provides cosy, nice & cool ambience where one can enjoy world-class
ice creams, ice-cream sundae, shakes and other various ice cream concoctions to
his heart's content.

Presently Vadilal has 23 such parlours in India and it expects to increase its
number very soon. To open a Happinezz parlour following requirements have to
be met.

Operational Requirements

6. A place at a prominent location with at least 15' frontage and at least 400
sq. ft. area reserved for ice creams only.

7. Minimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.

8. Proper space for sitting or standing for serving ice creams.

9. Inside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of excitement.

10.Translite of products with their prices and attractive photograph should be

displayed properly to create the right ambience in the parlour.
MAJOR PLAYER AND MARKET SHARE IN INDIA:

NAME(Brand) COMPANY MARKET FACILITY LOCATION

SHARE (%)
National Players
Kwality walls HLL 24.31 Delhi,UP,WBengal,TN
AP,Maharastra
Amul GCMMF 37 Gandhinagar,
Vadodhara
Cream Bell Candia(France) 9.31 Uttaranchal & Agra
Vadilal Vadilal Ind.Ltd 25 Gujarat(2)
&UP(1)
Mother NDDB 10.77 Patparganj(Delhi)
Dairy

MAJOR PLAYERS AND VADILAL’S COMPETITORS

Amul Ice Cream

AMUL means “AMULYA” in Sanskrit, which means ‘priceless.’

AMUL products have been in use in millions of homes in since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amul Spray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Nutramul, Amul Milk, Amul ice cream and Amulya
have made AMUL a leading food brand in India with a turnover of 21.3 billion in
1999-2000 .

Today AMUL is a symbol of many things- of high quality products sold at

reasonable prices. Of the genesis of the vast co-operative network the triumph of
indigenous technology. Of the marketing savvy of a farmer’s organization and also
of a proven model of Dairy Development.
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio
consisted of impulse products like sticks, cones, cups as well as take home packs
and institutional/catering packs. Amul ice cream was launched on the platform of
‘Real Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness
of its products gives it a competitive advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and
Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.

It has combated competition like Walls, Mother Dairy and achieved the No 1
position in the country. This position was achieved in 2001 and it has continued to
remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market
share of HLL, thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of
flavours to its ever growing range. Currently it offers a selection of 220 products.
Amul has always brought newness in its products and the same applies for ice
creams.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic
Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.

Amul’s entry into ice creams is regarded as successful due to the large market
share it was able to capture within a short period of time – due to price differential,
quality of products and of course the brand name.

For any new player to enter this market, three things are critical:
  Decentralized manufacturing facilities

 Efficient cold chain

 Growing market

Amul Ice Cream was launched on 10th March, 1996 at Ahmedabad. Subsequently
the distribution and marketing operations were rolled out across the country.

In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in
the country. It is now the only national brand and all other ice cream brands are
regional.

Amul Ice Cream has achieved 38% share against 9% market share of HLL making
it 4 times larger than its closest competitor.

Amul, the market leader in ice creams has launched a new product - Stamina
Candy - all over the country. The 60 ml feel fresh candy is available in orange &
lime-n-lemon flavours, and is priced at Rs. 8/-. The candy contains the crucial set
of minerals and vitamins in a well digestible form, glucose, whey proteins, highly
digestible calcium and vitamin C apart from milk solids, which are vital and
essential for body development of all age groups.

The Stamina Candy is India’s first fitness candy. Normal ice candy quenches thirst,
but does not help in gaining back the energy lost due to sweat. Stamina candy has
carbohydrates, which on metabolism provide energy to the spent muscles, and
helps in body growth and maintenance and has the right amount of sweetness and
minerals to help quench the deep down thirst and keep the body tuned.

In an effort to harness the untapped sports and fitness drink market in India, Amul
had pioneered the introduction of a nutritious health beverage and instant energy
drink Stamina based on milk nutrients. The Stamina candy is an extension of the
concept.

It is targeted at all segments of the society, especially health conscious young

people who consider exercise and sports as an essential part of their routine.

The product has been introduced keeping in mind the entire range based on the
platform of taste, health and natural products. The Amul Stamina Candy is
goodness and health packed in a healthy and natural manner.

Ice Cream is made from fresh milk

Ice creams are rich in protein, calcium, dairy cream and vitamins.

Ice Creams are a complete food, easy to digest and full of energy.

Frozen dessert

Frozen Desserts are generally made from vegetable oils / fats

In frozen desserts milk fat is replaced with vegetable oil, hence they are unable to
give the smooth taste and flavour which only an ice cream can give.

The base of the frozen dessert can be any sort of vegetable oil which is quite
inexpensive.

Amul, the market leader in ice-creams has launched a new product - Stamina
Candy - all over the country. The 60 ml. Feel Fresh candy is available in orange and
lime n lemon flavours, and is priced at Rs. 8/-.

The candy contains the crucial set of minerals and vitamins in a well digestible
form, glucose, whey proteins, highly digestible calcium and vitamin C apart from
milk solids which are vital and essential for body development of all age groups.
The Stamina Candy is India’s first fitness candy. Normal ice candy quenches thirst,
but does not help in gaining back the energy lost due to sweat. Stamina candy has
carbohydrates which on metabolism provide energy to the spent muscles and
helps in body growth and maintenance and has the right amount of sweetness
and minerals to help quench the deep down thirst and keep the body tuned.

In an effort to harness the untapped sports and fitness drink market in India, Amul
had pioneered the introduction of a nutritious health beverage and instant energy
drink Stamina based on milk nutrients. The Stamina candy is an extension of the
concept.

It is targeted at all segments of the society, especially health conscious young

people who consider exercise and sports as an essential part of their routine.

The product has been introduced keeping in mind the entire range based on the
platform of taste, health and natural products. The Amul Stamina Candy is
goodness and health packed in a healthy and natural manner.

What don’t you have to do in order to be healthy? You work all day, catch your
deadlines and catch the commute home before your favorite shows ends.
Between all this, you have to ensure that you eat healthy to stay well and catch all
rest. It seems like maintaining good health, itself,is taking a toll on your health.
Here’s a delicious way to stay well.

AMUL is all set to storm the Ice cream market with a new range of probiotic ice
cream aimed at the total health conscious.
Proboitic means “for life”. Probitics are defined as “live beneficial culture
administered in adequate amounts which confer a beneficial health effect on the
host”.

The human large intestine is an active site of micro organism known as gut micro
flora. In a healthy person it’s a balance of a number of beneficial a bacteria. The
gut micro flora actively play a role in health maintenance by modulation of
immune system, protection from pathogens and virus invasion through
gastrointestinal tract. They also aid in food digestion. A part from these beneficial
bacteria also synthesize some vitamins in gut. Our food habit, living habit,
medication to cure disease, stress & strain, age etc can cause the disturbance in
balance of gut micro flora. The disturbed gut micro flora can create a chance for
pathogens and viral invasion.

Amul probiotic wellness ice cream has been made to confer the health benefit of
these people who are very much health conscious.

Who does Probiotic ice cream suit best-Everyone who desires to live healthy life-
Probiotic ice cream is enriched with live beneficial cultures to help your overall
well being and health.

Amul Probiotic wellness ice cream:

 Improves immunity
 Improves digestion
 Prevent gut infection
 Manages traveler’s diarrhea

Available in so many flavours packed in international packings:

Amul Probiotic wellness ice cream is available in : 125ml/500ml+500ml free and
1.25 litrs in 5 flavours : Vanilla with chocolate sauce/ Starwberry/ chocolate/shahi
Anjir and fresh litchi price ranging from Rs.15(125ml) to 110(1.25litrs).

Amul Prolife Sugar Free Probiotic Wellness frozen dessert

India’s First low fat low calorie Delight

Several generations of Indian consumers have grown up eating ice creams, which
traditionally is a combination of full cream milk, lot of sugar and nuts.. Now with
the changing trends, life style and climatic conditions people are becoming more
and more health conscious. Keeping in mind the need of these calorie conscious
people, Amul is introducing first time in India-Amul prolife sugar free probiotic
wellness frozen dessert.

For an obesity person, it is always advisable to curb down their calorie intake,
because, high calorie intake causes the genesis of fat in body which gets stored in
adipose tissues. Even though when no fat is consumed, excess digestible sugar in
your diet can make you fatty. Too much sugar intake increases your vitamin B
requirement and can make you Vitamin B deficient. For, managing low calorie
diet, It is suggested to consume digestible sugar free and low fat diet which is rich
in dietary fibre, protein and other nutrients.

Amul Prolife sugar free Probiotic wellness dessert : low fat low calorie
Amul Prolife sugar free Probiotic wellness dessert has been made by reduced fat
content and sugar replaced with combination of low calorie sweetner(Fructo-
oligo saccharide and sucralose).These sweetners has very low glycemic index
because they sparingly gets digested by digestive enzymes in stomach and small
intestine. Amul Prolife sugar free wellness frozen desserts has also been added
with probiotic cultures which imparts a gastrointestinal well being and health
benefiting factor.

Low Fat: Amul Prolife Sugar Free delight is containing 50% less fat than the
normal ice cream.

Low Calorie – Sugar replaced with low calorie sweetners.

Added benefits of low calorie sweeteners (Fructo oligosaccharide):

Fructo oligosaccharide is known as soluble dietary fibre. It

 Prevent gut infection and manages traveler’s diarrhea

Available in so many flavours packed in international packing:

Amul Prolife Sugar free wellness delight is available in : 125ml/500ml+500ml free
and 1.25 litrs in 5 flavours : Vanilla with chocolate
sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price ranging from
Rs.18(125ml) to 120(1.25litrs).

KWALITY WALLS

Kwality Wall's, launched in 1995, is the company's master brand for ice cream.
Kwality Wall's has combined state-of-the art technical know-how of Unilever - the
global leader in ice cream - with a deep insight of the Indian market, to deliver a
range of superior quality products under its international brands.

Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also
exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone.
Kwality Wall's ensures that while each of its offerings is unique in taste and flavor,
they are also accessible to more consumers through breakthrough cost
reengineering and value delivery.
CREAM BELL

Universal Dairy Products Pvt. Ltd, the Jaipuria Group Company that has a technical
tie-up with French dairy major Soddial for the Cream Bell brand of ice creams in
India, is also worried. The group has its presence in the Ice Cream segment since
1991, when it started manufacturing and marketing Ice Cream under the brand
name of “Gaylord” in the state of U.P.

During 1996 it sold its brand to Brooke Bond and started supplying Ice Cream to
Hindustan Lever as their Ice Cream sourcing plant. After working for 10 years in
this field, during 2003 it has launched its own brand in technical and marketing
collaboration with Candia of France.At the beginning of this year, the company
had set itself a target of 25 per cent growth in sales volume over last year.
Creambell, one of the fastest growing ice cream brand in India, is from the house
of Jaipurias. This was launched through the joint collaboration of Candia of France
and Jaipuria Group. The Jaipuria group together is the biggest franchisee of Pepsi
in Asia. The group also has diversified interests in real estate, education, Pizza Hut,
Costa Coffee and Disney stores in India.

The Rs 1,500-crore Jaipuria Group, associated with brands like Pepsi, Pizza Hut
and Costa Coffee in India, is planning to set up a plant in Guntur, Andhra Pradesh,
for its ice-cream brand - Cream Bell. The brand that was launched in the northern
states in 2003 has forayed into south via Hyderabad. Cream Bell is already present
in northern states like Punjab, Himachal Pradesh, Jammu and Kashmir and Uttar
Pradesh among others.
Bollywood actor Saif Ali Khan has been roped in as the brand ambassador for
Cream Bell.
MOTHER DAIRY

Mother Dairy is the most prevalent brand in Delhi market. Mother Dairy has
uncountable number of booths situated in every nook and corner in Delhi and
Gurgaon. It has also taped all major retail outlets in these markets and has not
even spared the option for pushcarts. Mother Dairy has positioned itself as the
ultimate name in milk products. The company has a very well established
distribution system, offers deep freezers to retailers on low security basis and at
the same time offers good replacement policies.

Mother Dairy is a sister concern of Amul – both being GCMMF daughters.

However Amul will find it difficult to erase or even take a share of mother Dairy’s

Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme. It
is now a wholly owned company of the National Dairy Development Board
(NDDB).
Mother Dairy markets & sells dairy products under the Mother Dairy brand (like
Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and
the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a
national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /
growers associations. Mother Dairy also contributes to the cause of oilseeds
grower cooperatives that manufacture/ pack the Dhara range of edible oils by
undertaking to nationally market all Dhara products. It is Mother Dairy’s constant
endeavor to
(a)  Ensure that milk producers and farmers regularly and continually receive
market prices by offering quality milk, milk products and other food products to
consumers at competitive prices and;
(b)  Uphold institutional structures that empower milk producers and farmers
through processes that are equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby
state-of-the-art microprocessor technology is adopted to integrate and completely
automate all functions of the milk processing areas to ensure high product quality/
reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-
14001 EMS certified organization. Moreover, its Quality Assurance Laboratory is
certified by National Accreditation Board for Testing and Calibration Laboratory
(NABL)-Department of Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets
of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market
share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk
daily and undertakes its marketing operations through around 14,000 retail outlets
and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique

distribution network of bulk vending booths, retail outlets and mobile units.
Mother Dairy ice creams launched in the year 1995 have shown continuous growth
over the years and today boasts of approximately 62% market share in Delhi and
NCR. Mother Dairy also manufactures and markets a wide range of dairy products
that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and
most of these products are available across the country.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets
of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market
share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk
daily and undertakes its marketing operations through around 14,000 retail outlets
and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique

distribution network of bulk vending booths, retail outlets and mobile units.
Mother Dairy ice creams launched in the year 1995 have shown continuous growth
over the years and today boasts of approximately 62% market share in Delhi and
NCR. Mother Dairy also manufactures and markets a wide range of dairy products
that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and
most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products
under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable
shops and more than 20,000 retail outlets in various parts of the country. Fresh
produce from the producers is handled at the Company’s modern distribution
facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with
capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art
fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent
EOU, setup in 1996 at Mumbai supplies quality products in the international
market. With increasing demand another state-of-the-art fruit processing plant has
been set up at Bangalore with fruit handling capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last
few years. Today it is a leading brand of edible oils and is available across the
country in over 2,00,000 outlets. The brand is currently available in the following
variants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil,
Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.
Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.
Mother Dairy has over the last 3 decades, harnessed the power of farmer
cooperatives to deliver a range of delicious products and bring a smile on your
face. In times to come, Mother Dairy shall strive to remain one of India’s finest
food companies.
 DATA ANALYSIS

Research results from the consumer (respondents) side-a graphical

representation with percentage numerical values.

1. Do you buy ice cream?

(I) Yes (II) No

2. How often do you buy ice cream?

(I) Every day (II) 3-4 times in a week

(III) Once a week (IV) Occasionally

This question was asked to the respondent to know the purchasing pattern and the
consumption habit of the respondent. Here the founded result was that 39 percent
of respondent consume ice cream on the daily basis, 34%of the people 3-4 in a
week,15% people consume once a week and 12% people consume ice cream
occasionally.
3. Which type of promotions scheme attract you most to buy ice cream?

(I) Buy one gets one free (II) Cash discount

(III) Free coupons (IV) Any others (plz specify)_______________

This question was asked to the respondent to know the respondent view about the
types of promotional scheme they prefer. 28% people prefer buy one get one free
scheme, 37% people prefer cash discount scheme, 15% people prefer free coupons,
and 20% people prefer any others type of scheme.
4. Where do you usually buy ice cream?

(I) Supper market (II) Ice cream parlor

(III) Hawkers (IV) Convenience store

(V) Any others (plz specify)

Here it was an attempt to know the actual situation that, generally where people
prefer to buy or generally from where they purchase the ice cream. The result was
that 9% people purchase ice cream from super market, 11% from parlor.39% from
hawkers,37% from convenience store , and only 4% people purchase from others
places.
5. Who makes the decision to purchase ice cream?

(I) You (II) Children

(III) Others family members (IV) Any others (plz specify) _______________

Here on asking about the purchase decision of the person the result was as follows.

42% people make decision themselves to purchase the ice cream, 25% people
purchase the ice cream on their children decisions,22% people by others family
members, and 11% people on other’s decision
6. Do you ask sellers for a particular brand of ice cream?

(I) Yes (II) No

On asking the respondent about that they ask retailers for a particular brand of ice
cream,66% people says that they ask for a particular brand and 44% people says
that they do not ask retailers for any particular brand.
7. Which flavors of ice cream do you prefer most?

(I) Vanilla (II) Chocolate

(III) Butterscotch (IV) Strawberry

(V) Any others (plz specify)_________________________

Here on asking about the flavor that respondent refer to buy the result was that,
24% of people refer to buy VANILLA, 23% of people prefer to buy
CHOCOLATE flavor, 24% of people prefer BUTTERSCOTCH, 17% of people
prefer STRAWBERRY and 12% of people prefer others flavor
8. Do you prefer to buy sugar free ice cream?

(I) Yes (II) No

On asking about the preference to purchase the sugar free ice cream

Only 42% of the respondent says that they prefer to buy sugar free ice cream where
58% of the respondent prefer to buy suger added ice cream.
9. Are you aware about Vadilal Ice cream?

(I) Aware about all of its ice cream (II) Aware about some of its ice cream

(III) Have heard the name of vadilal only (IV) Not aware about it

On asking about the Vadilal ice cream awareness, 21% people says that they are
aware about all of the product of Vadilal, 38% people says that they are aware
about the some of the product of the Vadilal, 25% people says that they are aware
that vadilal is an ice cream brand, and 16% people are not aware about the Vadilal.
10. What is your perception towards Vadilal ice cream?

(I) Excellent (II) Very good

(III) Good (IV) Some what good

Here people perception towards Vadillal ice cream is as follow.

21% of the respondent are in the favor that vadilal is excellent in ice cream
sector,27% peoples oerception is it very good, 32% people says it is good and only
20% people says that it some what good.
11. Vadilal is going to open “happinezz” a chain of ice cream parlor would you
like to visit it?

(I) Yes (II) No

Here Vadilal is going to open the ice cream parlor chain with the name of
Happinezz. On asking about, you would like to visit it, 72% of the respondent says
they want to visit it but 28% of the respondent are not want to visit it.
12. What factors do you take into consideration while purchasing ice cream?

Please rank accordingly as 1 being least preferred and 5 being most preferred

(I) Price

(II) Quality of ice cream

(III) Contents of the ice cream

(IV) Brand name

(V) Quantity

Here on asking about the factor which they take in to consideration while
purchasing ice cream 28% people says that price is the main factor, 30% people
says that Quality of ice cream is the main factor,20% people says that content is
the main factor,18% people says that brand name is considered and only8% people
says that quantity is the main factor.
13. Rank these brands according to your preference.

Where 1 being the least preferred and 5 being the most preferred

(I) Vadilal

(II) Mother dairy

(III) Amul

(IV) Kwality wall’s

(v) Cream bell

Here on asking about the most preferred brand, 18% people says that Vadilal is the
most preferred brand,29% people says mother Dairy, 18% people says Amul 21%
people says Kwality Walls and 14% people says cream bell is most preferred brand
.
 DATA INTERPRETION

Research results from the retailers (respondents) side-a graphical

representation with numerical values

1. Which Brand of Ice Cream do you sell?

(I)Vadilal (II) Kwality Wall’s

(III)Amul (IV) Cream Bell

(V)Mother Dairy

Here now the survey is from taken the retailers to know the actual figure. On
asking about the brand of ice cream they are selling currently 14% of the retailer
are selling the vadilal ice cream, 16% of the retailer are selling Kwality walls ice
ceram, 11% of retailer are selling cream bell, 14% of retailer are selling
Amul,and32% of the retailer are selling all brand’s ice cream.
 2. Would you like to sell Vadilal Ice Cream?

(I)Yes (II) No

Here 67% of the retailer like to sell Vadilal ice cream but 33% retailer doesn’t
want to sell Vadilal ice ceram.
3. Which of the thing customers see most while purchasing ice cream?

(I) Price (II) Content of ice cream

(III) Taste (IV) Quality

(V) Quantity

Here according to retailers point of view 27% of the customer thinks about price,
21% customers consider about the content of ice cream,26% see the taste,21%
people see the quality,and 0nly 5% people thinks about the quantity of the ice
cream.
4. Why do you sell a particular Brand?

(I) Margin (II) services

(III) Public demand (IV) any other

Here on asking about the reason that’s why they sell a particular brand of ice
cream, 37% retailer sell this product because of the good margin, 35% sells
because of better service, 20%sells because of public demand and 8% retailers sell
this product due to other reason.
5. Which flavour of Ice Cream does sell most?

(I)Vanila(II) Butter Scotch(III) Chocolate

(III) Stawberry (IV) Any other

Here the respond of retailers on asking of the flavor preferences, 27% respondents
says vanilla is the most selling flavor, 23% respondents says that butter scotch is
the most preferred flavor, 25% says that chocolate is the most prefer to sell, 10%
retailer said that strawberry is the most selling flavor and 15% retailers go for
others.
6. What is your Perception towards Vadilal Ice Cream?

(I)Excellent (II) Very good

(III) Good (IV) somewhat good

Here on asking about the perception toward vadilal, 23% retailers said it is
excellent, 30% says very good, 27% says good and 20% says some what good.
7. Do you think Ice Cream Parlours will run successfully in Delhi?

(I)Yes (II) No

13%

1
2

87%

Here on asking about the ice cream parlors, 87% retailers say that ice cream parlor
will run successfully and only 13% are not in favor.
8. Are you aware of Ice Cream Parlor?

(I)Yes (II) No

Here asking about the awareness between the retailers, 80% responds are in favour
and remaining 20% are unaware.
9. Vadilal is going to open a chain of Ice Cream Parlor in Delhi,would you like to
be a part of it?

(I) Yes (II) No

Here in asking for their interest to be a part of chain of ice cream parlour, 67% are
agreed and remaining 33% are not interested.
10. Rank these Brands of Ice Cream according to your preference?

(I) Vadilal (II) Kwality Wall’s

(III) Amul (III) Cream Bell

(IV) Mother Dairy

Here on asking for the ranks of the most preferred brand, 20% retailers like to go
with vadilal, 22% are with Kwality wall’s, 19% retailers are in favor of amul, 12%
are with cream bell and 27% are with mother dairy.

11. Which type of promotional scheme attracts you to buy Ice Cre am most?
(I)Buy one get one free (II) Seasonal discounts

(III) Cash discount on specific amount of purchase (IV) Any other

Here asking about the most attractive promotional schemes, 22% says that buy one
get one free, 19% believes in the seasonal discounts, 39% are offering cash
discount and 20% are with other schemes.
 CONCLUSION

 prefer a cash discount scheme offered by the company Most of the

people consume ice cream every day

 Mostly people

 Mostly people buy ice cream from hawkers, and their second
option is convenience store

 Mostly people make decision themselves to purchase ice cream

followed by children

 Mostly people asks retailer for a particular brand of ice cream

 Chocolate, butterscotch, and vanilla are the most preferred flavors

 Most of the people don’t prefer sugar free ice cream

 Mostly people would like to visit the Vadilal new ice cream parlor
“happinezz”

 Mostly people see the quality of ice cream while purchasing it and
it is followed by the price of the ice cream

 Most of the general retailer sell all brands of ice cream

 Most of the retailer want to sell Vadilal ice cream, here vadilal is
giving the highest margin on dealership of overall 30-35%

 According to the retailers most of the customers are looking for

price while purchasing ice cream
 According to the retailers most selling flavor is Vanilla but it is
very close to butterscotch and chocolate

 Most of the retailers prefer to get cash discount as a scheme

offered by the company

 Trolley venders are very few for Vadialal, where they constitute maximum
sale. Company should increase the numbers of trolley venders.


 Only few people are there who are completely aware about the
Vadilal ice cream, so here a complete and effective scheme for
awareness for two - three season is required.

 Dealers have a problem with the service, they said that the order is
not reach at the time & this is the major problem with the dealer, so
company should make a strong chain of supply, if needed then
increase the number of distributorship

 In the peak season there is a scarcity of some ice-cream flavors. So,

at least the company will available all the flavors in the peak
season.

 Regular visit of the executive in the market, and aware the Pros &

Cons of the dealer & also pay attention on the distributor.

 If the company will make a sugar free ice cream for target
customer. I thought it’s a great move in the ice-cream sector

 If the company thinks about launching of these products, they must

be pre-plan for advertisement on the television for the awareness of

the product is the consumer

 SCOPE FOR FURTHER RESEARCH

After the completion of the research report i would like to give some scope

For further research which are as follows:

 The study help a lot know about retailer interest & first hand
information regarding the retailer satisfaction.

 The study provides immense knowledge of ice cream Industry.

 The company stands to gain useful info about the market and its
competitors.

 The study helps to know the consumers choice and his purchase
decision process.
 QUESTIONNAIRE

QUESTIONNAIRE

PERSONAL DETAILS:-

NAME:______________________________________________________

ADDRESS:___________________________________________________

CONTACT NUMBER:_______________________________________.

 1. Do you keep Vadilal ice-cream?

Yes /No

If No than why________________________________________________________

2. Which company freezer do you have?

(a) Vadilal

(b) Others

3. How many brands do you keep?

______________________________________________________________________.

4. According to you, which brand of ice-cream has maximum sales.?

Vadilal (b) Amul (c) Kwality Wall’s (d) Mother Dairy

5. How many customers are looking for Vadilal ice-cream (%)?

(a) 1-20 (b) 20-40 (c) 40-60 (d) 60&above

6.Which brand of Ice-cream do you prefer to sell more?

 (a) Vadilal

(b) Amul

(c) KwalityWalls

(d) Creambell
(e) Others

7. Why do you prefer to sell more this particular brand?

a. Easily available (    )

c. Quality Factor (    )

b. More demand ( )

d. Margin         ( )

8. Are you satisfied with the current margins and services on this brand?

Yes/No
Reply For
 List of Contents

 Preface

 Acknowledgement

 Introduction

 Company Profile

 History of the Vadilal Company

 About the Product

 Distribution Network

 Background Study

 Objective of this Project

 Scope of Study

 Interpretation

 Recommendation

 Swot Analysis

 Conclusion

 Reference