Final

AN ANALYTICAL CONSUMER PREFRENCES FOR LOCAL ICE-CREAMS IN THE CITY OF AHEMADABAD.
SUBMITTED TO:-
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Preface
As a part of the course curriculum, the T.Y.B.B.A. students are required to prepare a project report. The objective behind preparing this report is to teach the management relate subject in the classroom to their practical application. Since last four or five year, the growth of management is the centre port of every organization. It means it is a very important part of organization. Without management expansion of any organization is not possible. It cannot be neglected by any organization. It before it becomes too important to study management practically. This project of AN ANALYTICAL CONSUMER PREFRENCES FOR LOCAL ICE-CREAMS IN THE CITY OF AHEMADABAD.
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Acknowledgement
The successful completion of this report could not have been Possible without the cooperation and support of our professor, friends and above of our college who help us in preparing this report.
Today in the world, competition is more so in the every field practical study is more important. From the practical training is more important. From the practical training is a part of F.Y.B.B.A and S.Y.B.B.B.A
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programmed. We do the practical study; we get the experience regarding the real position of the business.
First we would like to thank GUJARAT UNIVERSITY for introducing the project work. We thankful to our directors Mrs. Shilpa shah. We forward thanks to our respected professor Mrs. Pallavi Oza for her imparting valuable guidance and ever ready help. There has made our task simple and meaningful.
Serial no.
Index .
CERTIFICATE NAME OF SAPPHIRE GROUP MEMBER PREFACE ACKNOWLEDGEMENT
No
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Chapter-1 Int Introduction Chapter-2 Research Methodology 2.1 Meaning 2.2 Objective 2.3 Research Design 2.4 Research Data 2.5 Research Approach 2.6 Sampling 2.7 Contact Method 2.8 Research Instrument 2.9 Limitation of research Chapter-3 Chapter-4 History of Ice-cream Industry Scenario 4.1 International 4.2 National 4.3 Raw Material and Ingredients 4.4 Production of Ice-cream
4.5 Demand and Supply 4.6 Consumption Chapter-5 Major players

5.1
Organized $ Amul $ Havmor $ Vadilal
5.2 Unorganized
$ $
Janta Farki Asharfi
$ Patel
$
Chapter-6
WHAT ARE REASON OF SUCCESS? MARKETING MIX 7.1 Product

$
Chapter-7
Level of product
7.2 Price
7.3 Place 7.4 Promotion Chapter-8 Chapter-9 SEGMENTATION,TARGETING, POSITIONING SWOT ANALYSIS
Chapter-10 PEST ANALYSIS Chapter-11 FIVE FORCE Chapter-12 CHART Chapter-13 FINDING Chapter-14 DATA INTERPRETATION & ANALYSIS Chapter-15 CONCLUSION Chapter-16 SUGGESTION & BIBILIOGRAPHY
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1-Introduction.
IN this world of globalization in order to stand in the competition with the developed countries extra ordinary skills knowledge, technology, proper time sense is required so that we can differentiate ourselves from others and make our position strong. As a student of professional course such as BBA, we should have enough practical knowledge along with theoretical concepts and also the ability to correlate theory with the current practical scenario, we should have the capacity to find different situation where this theory is exactly applicable so that to making business decision and building strategies can become easier. During these entire three years, we had prepared different project reports including an industrial visit, financial project and finally a group project in the three consecutive years FY, SY and TY respectively basically group report is made for TY students with an aim to build team working skills, develop habits to adjust with different members and their thinking, work with unity, coordination and co-operation with a view to develop required team building skills , group report is very apt for TY students considering their maturity understanding and thinking level. Thus group project perfectly help students to gain extra knowledge part from that given in the classroom by the faculty members. This experience is very useful to the student s who has the aim to become future manager. We were making report on AN ANALYTICAL CONSUMER PREFRENCES FOR MAKE LOCAL ICE-CREAMS IN THE CITY OF AHMEDABAD. We are making report on four local Ice-creams
Brand. Name of Brand Is Ashrafi, Janta, Patel and Farki But also referring a national brand like Amul, Vadilal and Havmor and International brand like Quality Walls and Baskin Robbins.
2-Research Methodology.
1.1. Meaning 1.2. Objective 1.3. Research Design. 1.4. RESEARCH DATA. 1.5. RESEARCH APPROACH. 1.6. Sampling. 1.7. contact method. 1.8. Research instruments. 1.9. Limitation of research
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2.1. Meaning.
Research can be defined as a Systematic Design, collection, Analysis & reporting of the data relevant to a specific Problem faced by an organization.
2.2. Objective.
1).Primary Objective:Our primary objective is to know about AN ANALYTICAL CONSUMER PREFRENCES FOR LOCAL ICE-CREAMS IN THE CITY OF AHEMADABAD.We had taken four Local Icecream Brands. Which under below. 1. Janta Ice-cream, 2. Patel Ice-cream, 3. Farki Ice-cream, 4. Ashrafi Ice-cream.
Its objective is to describe market characteristics or functions. To describe characteristics of market. To describe taste & preference of consumers
To describe taste & preference of consumers about local ice-cream brands Janta, Patel, Asharfi, and Farki. This was located in Ahemdabad.
2).Secondary Objective: To Estimate the employment generation through the Ice-cream local Brand in Ahemdabad. Type & nature of competition Size & structure of industry.
2.2. Research Design.

The Research Design can be termed as the form of Research which involves various objectives behind the Research. It can be conducted in the three major Forms: 1. Exploratory Research. 2. Descriptive Research. 3. Causal Research.
1. Exploratory Research
When Research is made in order to find out something new which is not known to us & having Hypothesis is termed as Exploratory Research. The Objective is to explore or search through a problem or a Situation or to provide insights and understanding. Our research is on the local brands of ice-creams & their taste & preferences. So, we use EXPLORATORY RESEARCH to gain additional, new information in the research area
2. Descriptive Research.
It is aimed at describing certain situation. Competition research, Market potential research for customer test & preferences are the various examples or descriptive research. Its objective is to describe market characteristics or functions. Following methods are used the descriptive research. I. Secondary data survey II. Panels and observational and other data
3. Causal Research.
When a research is done to establish cause & relationshionship between two variables is known as causal Research.
The objective of causal research is to determine cause and affect relationship between the two variables. But, we are not using causal research for consumers taste & preference about local icecream brand.
2.4. Research Data.

The research data involves the sources of data to be collected from. The data sources may be of two types:
1. Primary data sources.

Its kind of data which is new & fresh data obtain with a view to solve the research problem. Its not existed anywhere. Methods of collecting primary data:Observation:
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It simply means collect the data by Observation. Observation means its recording & analyzing the behavioral pattern of people, object, and event in a systematic manner to obtain research related information. Survey method: Survey method refers that the researcher is collecting the information by doing survey. There are several survey methods. We are not using other methods of survey for collecting primary data such as telephonic interview, mail method, and online method. Personal interview: It means face of respondent by researcher. We taken Personal interview of Icecream Customer during the Consuming Ice-cream or Carrying Ice-cream from family or home...
2. Secondary data sources:Its kind of data which is existed already & available to the researcher for his research purpose. We using, Internet (Ice-cream Industry), Old News paper (Business Standard), Government Site (Government Policy.)
2.5. Research Approach.

The research approach defines how we will get the information from our respondents. There are mainly four methods of the research approach: I. Observational Approach II. Survey Approach III. Focus group Research IV. Experimental Approach As a research approach we have used the survey method. Here we have asked the questions face to face to the respondents.
2.6. Sampling.
A sample on the other hand is a sub group of the population selected for participation in the study. (1) (2) (3) (4) Sample Sample Unit Sample size Sampling procedure Sample :-
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Sample is a segment of the population selected for research to represent the population as a whole.
Sample Unit: The sample unit is nothing but the target person. EXAMPLE: - We taken sample of customer of each of Ice-cream parlor. (Janta, Asrafi, Patel and Farki.) Who purchasing and consuming Ice-cream from Local Brands.
Sample size: The Sample Size includes that how many people to be surveyed. Sample size includes that how many people to be surveyed under research. Our sample size is 300.so; our research includes the survey of 300 customers & their taste & preferences about local ice-cream brands
(1)
Sampling procedure:-
It means method the sample will be selected. There are basically two types of methods. Local ice- Janta Patel Farki Ashrafi Total cream
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owner Questionnair 75 e 75 75 75 300
2.7. Contact Method.

The contact method clarifies how to make a contact with the respondent. As far as our research is concerned we have used the following of contact:
[1] Personal interview

The Personal interview is such a method where directly face to face communication takes place. We have used this method to contract our respondents.
[2] Telephonic interview
Whenever we make the use of the telephone device to for getting the information from the respondent, it is consider as telephonic interview. We also have to take some telephonic interview for getting the permission about the face to face interview.
2.8. Research Instrument.

Questionnaire
Questionnaires mean set of Question.
[1] Structured Questionnaires:When in the questionnaires, the questions are asked in logical sequence and numbers of question are predecided it is called structured questionnaires. We are using structured questionnaires, as research instrument.
[2] Structured Questionnaires:When the number of question is not pre-decided and none of the question asked in logical sequence, it is called unstructured questionnaires. We are not using unstructured questionnaires, as research instrument.
2.9. Limitation of research.

Every research has its own positive as well as negative points. Similarly we have to face many problems. The limitation of our research can be shown as under:
[1] Primary Data Collection: (1) Time
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The time was the major factor considered as a major limitation of our research. It was really a time consuming task to get the required information, analyzing and evaluating the data and to finish the research
(2). Cost
The cost was also one of the responsible factors to be considered as a limitation. We have to spend more to reach the different places for getting the required data for the research.
(3) Poor Response

We have to face major problem in terms of the poor response of the respondents. Even somewhere we have to face the poor words by the respondents.
[1] Secondary Data Collection:
(1) Old Data

We cannot get fresh data regarding the census. We have to use the old data for our analysis.
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3-History of Ice-cream.
Our love affair with ice cream is centuries old.
The ancient Greeks, Romans, and Jews were known to chill wines and juices. This practice evolved into fruit, ices and, eventually, frozen milk and cream mixtures. In the first century, Emperor Nero reportedly sent messengers to the mountains to collect snow so that his kitchen staff could make concoctions flavored with fruit and honey.
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Twelve centuries later, Marco Polo introduced Europe to a frozen milk dessert similar to the modern sherbet that he had enjoyed in the Far East. The Italians were especially fond of the frozen confection that by the sixteenth century was being called ice cream. In 1533, the young Italian princess Catherine de Medici went to France as the bride of the future King Henry II. Included in her trousseau were recipes for frozen desserts.
The first public sale of ice cream occurred in Paris at the Caf Procope in 1670.
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The development of ice harvesting and the invention of the insulated icehouse in the nineteenth century made ice more accessible to the general public.
In 1846, Nancy Johnson designed a hand-cranked ice cream freezer that improved production slightly.
The first documented full-time manufacturing of ice cream took place in Baltimore, Maryland, in 1851 when a milk dealer named Jacob Fussell found himself with a surplus of fresh cream. Ice cream is a sweet, flavored mixture based on dairy products that have turned solid through freezing. Traditional ice cream contains milk, cream, sugar, natural flavors and eggs (though not always). When it begins to freeze, the mixture is beaten to stop the formation of ice crystals, which results in a light and creamy product.
For a product to be called "ice cream," it must contain at least 10% fat, or 8% if there is added cocoa, chocolate syrup, fruits or nuts.
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If a product contains less fat, it is called a "dairy dessert."
Industrially made ice cream is generally made from a mixture of cream, milk or evaporated milk (or both), to which no fatty milk solids are added. It also contains sugar (14%-16%), emulsifiers, stabilizers, flavors and colorings, sometimes natural but most often artificial. The yield is the increase in volume of a frozen product by adding air, also known as the "overrun." Ice cream with an overrun of 20%-50% would yield creamier ice cream; above 50% would yield mushy, liquidly ice cream that melts quickly.
4-Industry Scenario.
Most ice cream is purchased by the consumer on basis of flavor and ingredients. There are several different flavors of ice cream manufactured. Vanilla accounts for over half of the ice cream consumed. This is partly because it is used in so many products, like milkshakes, sundaes, banana splits, in addition to being consumed with pies, desserts, etc. It is the ice cream manufacturers responsibility to prepare an excellent mix, but often they put the responsibility of the flavors and ingredients on the supplier.
Interesting Ice-cream facts.

Although the origin of ice cream is unclear in history books, the first ice cream parlor in America opened in New York City in 1776. In 1984, President Ronald Reagan designated July as National Ice Cream Month and the third Sunday of the month as National Ice-Cream Day. More ice cream is sold on Sunday than any other day of the week Ice cream and related frozen desserts are consumed by more than 90 percent of households in the U.S. It takes the average person just about 50 licks to polish off a single scoop ice cream cone.
A Harvard doctoral student recently calculated that there are more than 11.5 million possible Creation
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combinations. It would take someone more than 421 lifetimes to try a new combination every day, and thats only if you started eating ice cream on the day you were born! Most popular Creation at Cold Stone? Peanut Butter Cup Perfection made with Chocolate Ice Cream with Peanut Butter, Reeses Peanut Butter Cup and Fudge Most popular shake at Cold Stone? Milk n Cookies made with Sweet Cream ice cream, milk and Oreo cookies.
Fact/ International Ice-Association.

The trend in ice cream is certainly towards indulgence and the sales prove it. Premium and super-premium quality ice creams (with 41.4% of the total dollar sales) continue to outsell regular ice cream as well as the light (7% of overall sales), reduced fat (0.7% of overall sales), low fat (3% of overall sales) and nonfat (2% of overall Sales)
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Market Share of Ice-cream.
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Name of Food. 1996 Coffee Fruit Juices Ice-cream Soft-Drint 73.55 2.72 3.92 1.43 Confectionary 18.39
1999 63.40 20.01 3.97 4.78 7.84
2002 57.53 17.50 2.76 5.18 17.02
2005 56.45 20.38 2.67 4.59 15.91
2008 43.84 24.01 6.93 4.06 21.16
4.1. International
As you start out in your new business, have confidence that you will be part of a well-established and evergrowing market.
Ice cream sales are a $23 billion industry in the United States, according to the International Ice Cream Association, and a significant amount of that ice cream is purchased at ice cream shops. According to the International Dairy Foods Association, Americans spent $13.9 billion on ice cream purchases eaten away from home in 2006.
Canadians are also big ice cream consumers, spending nearly $2 billion on ice cream and frozen desserts in 2005, according to Agriculture and Agri-Food Canada.
Short Profile of International Ice Cream Companies:
[1] Kwality Walls Ltd

Kwality Ice Cream is the pioneer in the Indian icecream manufacturing industry and in 1956 became the first company in the country to use imported technology for manufacturing ice-cream on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there Was no looking back. The Indian consumer market was introduced to KWALITY WALLS the result of A collaboration between global brand Walls and the leading Indian ice-cream brand Kwality.
Though the two giants eventually parted ways, the collaboration made Kwality a household name and created deep in roads for the brand in the consumer market.
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Today, Kwality is not just a brand it is the ice-cream associated with the Indian summer. Its the first choice in ice-cream for any child or adult during the scorching Indian summers.
Kwality ice-creams are trusted not only for their rich, creamy flavors, but also for their trusted quality and nutritious food value.
[1] Ben & Jerry Ltd

Since 2003, Ben & Jerry's have been working on a sustainable Caring Dairy initiative, which helps level
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out needs of the farmers and their cows, as well as the planet's needs.
The company has, so far, reduced energy use on their 11 farms by 2%, and converted all their farms to green energy.
Also, in 2002, Ben & Jerry's in the USA committed to reducing carbon dioxide emissions by 10% by 2007, and by investing in a variety of efficiency measures, this target was achieved with ease the USA now produce 32% less carbon dioxide emissions (per pint of ice cream) today (in 2008) than in 2002. This initiative was brought to the exclusive provider of milk for Ben & Jerry's European ice cream production, Beemster Cheese, in 2007.
In addition to helping farmers and their cows, in 2001 Ben & Jerry's began sourcing vanilla, cocoa, and coffee, for their smooth ice creams, from cooperatively run farmer associations - these community structures help promote their members' quality of life, improve worker's benefits, and sustain a commitment to their land and communities. In 2006, the world's first ever vanilla ice cream made with Fair-trade ingredients was launched by Ben &
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Jerry's. 2007 saw the release of Vanilla Toffee Crunch, using 100% Fair-trade certified cocoa, sugar, and vanilla, and in 2008, Chunky Monkey was guaranteed to be traded in accordance with international Fair-trade standards as well.
4.2. National
Major ice-cream brands like AMUL, Arun Ice-Creams, and Mother Dairy. There is a countrywide availability of various ice cream flavors. There are also ice cream chains like Baskin Robbins, Natural's, and Frazee, Which is costlier then packaged ice cream. An Overview looking at some industry facts first. In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume.
Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume. Coming to India,

Growing at a rate of approximately 12%. The ice cream market in India can be divided into: the branded market and the grey market. The branded
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market at present is 100 million liters per annum valued at Rs. 800 cores. The grey market consists of small local players and cottage industry players. Despite a decent growth rate, the ice cream industry faces the challenge of low per capita consumption. This when India is a country with hot climate with a young population.
I. The ice cream industry in India is worth Rs. 2,000 II. The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 cores III.In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Quality Walls at 14%, Vadilal at 12% and Mother Diary at 8% IV.The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum V. Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
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Indian cuisine has a huge range of desserts in its mix. Ice cream always competes against these for attention. Besides desserts, ice cream also vies for attention with other like foods for example in summers with cold drinks, coffee, juice, etc.
Another trend that is witnessing a change is the seasonal nature of the industry. Having said that, the peak season for ice cream still remains the summer months of April-June and dips in the months of November-February.
According to the industry players, this trend especially holds true for the North and the Western parts of India.
Market Share of Indian Companies
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Even in ice cream, which can be said to be a western product, the ethnic Indian touch has a strong presence. Amul recently launched its super premium range in nine flavors including cheese with almonds, date with honey, Alphanso mango and fresh litchi.
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Taking a cue from the ice cream market, dairy industry is introducing more ethnic products.
Amul recently introduced flavored lassi (churned yogurt) in rose and kewada flavors. Other ethnic dairy products that are making their presence felt, are shrikhand (concentrated sweetened yogurt), gulab.
Jamun (fried dough-balls in sugar syrup), rasogollas (cottage cheese balls in syrup), kulfi, mishti doi (sweet curd), and dahi (plain curd)
4.3 Raw Material and Ingredients.

Super-Premium Ice Cream has very low overrun (air) and high fat content, and uses only the highest quality ingredients. Ice Cream is a frozen dessert product containing at least 10% milk-fat and at least 20% total milk solids, safe and suitable sweeteners and optional stabilizing, flavoring and dairy derived ingredients Reduced Fat Ice Cream is made with 25% less fat than the referenced ice cream. Light or Lite Ice Cream is made with 50% less fat or 1/3 fewer calories than referenced ice cream, provided. That in the case of caloric reduction, less than 50% of thealories is derived from fat. Low fat Ice Cream contains not more than 3 grams of fat per serving Nonfat / Fat Free Ice Cream contains less than 0.5 grams of fat per serving.
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No Sugar Added Ice Cream may contain artificial sweeteners, but is not sweetened with added sugar. Sorbet is frozen dessert similar in composition to an ice. It is a non-dairy product with relatively high sugar content. It generally contains fruit, fruit puree or fruit juice.
4.4. Production Process of Ice-Cream.

Definition of production of Ice-cream:
A smooth, sweet, cold food prepared from a frozen mixture of milk products and flavorings, containing a minimum of 10 percent milk fat and eaten as a snack or dessert.
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Ice cream is a sweet, flavored mixture based on dairy products that have turned solid through freezing. Traditional ice cream contains milk, cream, sugar, natural flavors and eggs (though not always). When it begins to freeze, the mixture is beaten to stop the formation of ice crystals, which results in a light and creamy product. For a product to be called "ice cream," it must contain at least 10% fat, or 8% if there is
added cocoa, chocolate syrup, fruits or nuts. If a product contains less fat, it is called a "dairy dessert."
Industrially made ice cream is generally made from a mixture of cream, milk or evaporated milk (or both), to which no fatty milk solids are added. It also contains sugar (14%-16%), emulsifiers, stabilizers, flavors and colorings, sometimes natural but most often artificial. The yield is the increase in volume of a frozen product by adding air, also known as the "overrun." Ice cream with an overrun of 20%-50% would yield creamier ice cream; above 50% would yield mushy, liquidly ice cream that melts quickly.
Process of Production:
Step-1 Blending the mixture Step -2 Pasteurizing to kill bacteria
Step -3 Homogenizing to produce a uniform texture Step -4 Cooling and resting to blend flavors Step -5 Flavoring the ice cream Step -6 Freezing to soft-serve consistency Step -7 Adding fruit and sweetened chunks Step -8 Packaging and bundling the finished product Step -9 Hardening Step -10 Quality Control Step-11 The Future
Step-1 Blending the mixture:The milk arrives at the ice cream plant in refrigerated tanker trucks from local dairy farms. The milk is then pumped into Approx. 5,000 gal (18,925 1) storage silos that are kept at 36F (2C). Pipes bring the milk in pre-measured amounts to 1,000 gal (3, 7851) stainless steel blenders. Premeasured amounts of eggs, sugar, and additives are blended with the milk for six to eight minutes.
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The blended mixture is piped to the pasteurization machine, which is composed of a series of thin stainless steel plates. Hot water, approximately 182F (83C), flows on one side of the plates. The cold milk mixture is piped through on the other side. The water warms the mixture to a temperature of 180F (82C), effectively killing any existing bacteria.
Step -3 Homogenizing to produce a uniform texture:By the application of intensive air pressure, sometimes as much as 2,000 pounds per square inch (141 kg per sq cm), the hot mixture is forced through a small opening into the homogenizer. This breaks down the fat particles and prevents them from separating from the rest of the mixture. In the homogenizer, which is essentially a high-pressure piston pump, The mixture is further blended as it is drawn into the pump cylinder on the down stroke and then forced back out on the upstroke.
Step -4 Cooling and resting to blend flavors:The mixture is piped back to the pasteurizer where cold water, approximately 34F (1C), flows on one side of the pl1ates as the mixture passes on the opposite side. In this manner, the mixture is cooled to 36F (2 C). Then the mixture is pumped to 5,000 gal (18,925 1) tanks in a room set at 36F (2C), where it sits for four to eight hours to allow the ingredients to blend.
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The ice cream is pumped to stainless steel vats, each holding up to 300 gal (1,136 1) of mixture. Flavorings are piped into the vats and blended thoroughly.
Step -6 Freezing to soft-serve consistency: Now the mixture must be frozen. It is pumped into continuous freezers that can freeze up to 700 gal (2,650 1) per hour. The temperature inside the freezers is kept at -40F (-40C), using liquid ammonia as a freezing agent. While the ice cream is in the freezer, air is injected into it. When the mixture leaves the freezer, it has the consistency of soft-serve ice cream.
Step -7 Adding fruit and sweetened chunks

If chunks of food such as strawberry or cookie pieces are to be added to the ice cream, the frozen mixture is pumped to a fruit feeder. The chunks are loaded into a hopper at the top of the feeder. Another, smaller hopper, fitted with a star wheel, is located on the front of the feeder. An auger on the bottom of the machine turns the hoppers so that the chunks drop onto the star wheel in pre-measured amounts. As the mixture passes through the feeder, the star wheel pushes the food chunks into the ice cream. The mixture then moves to a blender where the chunks are evenly distributed.
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Step -8 Packaging and bundling the finished product:Automatic filling machines drop preprinted pint or half-gallon-sized cardboard cartons into holders. The cartons are then filled with premeasured amounts of ice cream at the rate of 70-90 cartons per hour. The machine then places a lid on each carton and pushes it onto a conveyer belt. The cartons move along the conveyer belt where they pass under an ink jet that spray-paints an expiration date and production code onto each carton. After the imprinting, the cartons move through the bundler, a heat tunnel that covers each cup with plastic shrink wrapping.
Step -9 Hardening:Before storage and shipping, the ice cream must be hardened to a temperature of -10F (-23C). The conveyer system moves the ice cream cartons to a tunnel set at -30F (-34C). Constantly turning ceiling fans create a wind chill of -60F (-5 1C). The cartons move slowly back and forth through the tunnel for two to three hours until the contents are rock solid. The cartons are then stored in refrigerated warehouses until they are shipped to retail outlets.
Step -10 Quality Control: Every mixture is randomly tested during the production process. Butterfat and solid levels are tested. The bacteria levels are measured. Each mixture is also taste-tested.
Ice cream producers also carefully monitor the ingredients that they purchase from outside suppliers.
Step-11 the Future: Ice cream manufacturers continue to develop new flavorings. Ironically, given the industry's experiences during Prohibition, one of the more recent innovations has been the
Particular Employee
Janta 15
Patel 17 300kg 550kg
Ashrafi 15+5 1000tin 2500tin
Farki 10+7 700ltr 1600ltr 500ltr
Production 500to1000ltr Daily(Avg.) Production in Summer Sale(Appo x) Sale(Sum mer) 1000 to1500ltr 300 to 500ltr
200 700to800ti to250k n g 400 2000tin
1200to1350lt r
1200to1400lt r
introduction of liqueur-flavored ice creams PRODUCTION DATA OF LOCAL ICE-CREAM BRAND

4.5. Demand and Supply

The ice cream industry in India is in many ways, reflective of the overall population distribution. The countrys population is primarily rural with approximately 65% of the population living in villages with a population of less than 5,000; this means There are well over 150,000 villages with a combined population in excess of 650 million. This has contributed to a highly fragmented industry that by many estimates has over 70,000 ice cream entities. The 350 million remaining people are concentrated in the cities where the industry is reasonably concentrated in the hands of a few international and domestic firms.
After liberalization, a Delhi-based trader has started importing some US ice-cream, though demand is limited by high tariffs (51 percent).
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Demand is highly increase during in time of Summer It Is Increase up to 75%.
While generally all ice-cream Company require Milk. It has major problem is a scarcity of Milk in India. Major Milk Supplier is Amul and Mother Dairy and Local dairy parlor and near village.
I.6.Consumption.
Average Global consumption is 2 litre. Though India has a low per capita ice cream consumption of 300 ml per annum, the trend is slowly changing due to a number of reasons. This is still only 120 ml per capita much less than its South Asian neighbors, Pakistan (400 ml) and Sri Lanka (300 ml). Consumption is largely confined to the urban population, and predominantly during the summer. Among the flavors marketed, the most preferred are vanilla (30 pct market share), strawberry, chocolate and butterscotch in that order. To cater to the lower
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end of the market some producers. have recently introduced cheaper sherbets containing artificial fruit juices and sugar.
Looking at some industry facts first. In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion litters in terms of volume. The branded market at present is 100 million liters per annum valued at Rs. 800 crores.
Despite a decent growth rate, the ice cream industry faces the challenge of low per capita consumption.
5-Major Players.
5.1 Organized
Amul:
Amul Ice Cream was launched on 10th March, 1996 in Gujarat.
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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.
Not only has it grown at a phenomenal rate but has added a vast variety of flavors to its ever growing range.
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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.
Amuls 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.
Havmor:
Small Beginning, Big Vision, Great Ambitions. Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By 1947, it was a popular
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local brand there. But in 1947, in the wake of the partition, its founder Satish Chona had to join the exodus into India, with virtually no moveable assets.
Searching for a new turf, he tried out Dehra Dun and Indore, and finally, settled down in Ahmedabad. He had to start the venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmedabad Railway Station, churning out the Ice Cream manually. He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which meant the customer, got more value for money, and more taste to relish from his Ice Creams. Perhaps he didn't know it then, but he had laid the foundation for one of Western India's most enduring market legends. And good quality, like good character, wins over the situation sooner or later. Today, Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market lore.
It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus dealers.
Vadilal:
Today,
the
name Vadilal
conjures
images
of
lip-
smacking ice cream in a whole gamut of flavors. Vadilal spells quality, availability, variety and state-ofthe-art machinery and equipment. It has, however, been a long journey for the group, which traces its origins way back to 1907, when a certain unassuming gentleman, by the name of Vadilal Gandhi, the great-grand father of Virendra R Gandhi, Rajesh R Gandhi and Devanshu L Gandhi, started a soda fountain. He passed on the business to his son, Ranchod Lal, who ran a one-man show, and, with a hand cranked machine, started a small retail outlet in 1926. Eventually, Ranchod Lal's sons, Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new direction to the company. The duo imparted a new vision to the venture and infused a spirit of calculated risk-taking into the company.
As a result, by the 1970s, the Vadilal Company had already evolved into a modern corporate entity. "In 1972-73, the company had 8-10 outlets in
Ahmedabad. Gradually, we moved from the city to other parts of Gujarat. By 1985, the company moved towards neighbouring states like Rajasthan and Madhya Pradesh. But the expansion was undertaken very methodically and we spent five to six years in spreading our business and then consolidating it" says Shri Ramchandrabhai Gandhi (Chairman).
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5.2. Un-Organized
Janta:
Janta Ice-cream, Ankur Cross Road, Naranpura, A bad. Establishment year: 1947 Founder of Janta Ice-Cream was a Ramswarapbhai Shah. He started this journey with small lari of Lollipop and small candy.
After death of Ramswarapbhai Shah his three sons handled his business.
Ramswarapbhai
Rameshbhai shah
Rajeshbhai Shah
Hareshbhai Shah
Now, they all Rameshbhai, Rajeshbhai, Hareshbhai Shah are running partnership firm. And 22 Branches in all over Abad. Rameshbhai Shah is main owner of JANTA Ice-cream.
Farki:
Farki Ice-Cream,
Delhi Darwaja, ShahiBhag, A bad.
Establishment year: 1960

Founder of Farki Ice-Cream was a Chinubhai Frakiwala. He have Started with dairy Product in since 1960. They were started Milk Mart in 1960.which is started by pioneer of farki Mr. Chinubhai Farkiwala
They were Introduce Farki Ice-cream in 1995. They introduce lassi or farki Ice-cream in 1977. Now, they are celebrating 50 year of golden Jubilee.
Patel:
Patel Ice-cream
Ambuja house, Navrangpura, A bad.
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Establishment year: 1948 Founder of Patel Ice-Cream was a Ranchodbhai lalabhai patel. He started this journey with near Dhanashuthrni pod, kalupur with small shop taken in rent. After developed second branch opposite sardar patel stadium.
After death of Ranchodbhai patel his sons handled him business. His sons name is an Amabalalbhai, kantibhai,Rameshbhai,Jitubhai patel But after some time Amabalalbhai purchased all branches. And Now, piyushbhai who son of Ambalal Patel he is handling All branches.
Ashrafi:
Ashrafi Ice-cream
Tilak Maidan, Rarti bazzar Manek Chowk,,A bad Establishment year: 1972 Founder of Ashrafi Ice-Cream was a Ramubhai Yadav. He started this journey with near Manek chowk , kalupur with small shop taken in rent. After developed second branch near panjara pol.
It was started as a road side Vendor in manekchowk. When their selling increase then they started a shop. After developing the business they opened small manufacturing unit at naroda.
Local Larry of Ice-cream.
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Sanskar ice-cream:
History: It was started before 10 years. Name of owner: Rajubhai Marvadi Investment: 6500-7000 rs. Product: Name of Product Rajbhog Kesar Pista chocobar candy Kulfi Price (Rs.) 8 10 7 5 5
Place: National highway no.8 Bapunagar, Abad. Starting time: 5 to 11 PM Profit per day: 250 to 400
Collection of raw material: They have their own dairy from where they get their material. Facility: They provide packing facility.
Mewad ice-cream
History: It was started before 7 year. Name of owner: Bharatbhai Prajapati Investment: 4000-5000 Product:. Name of product Rajbhog Mava-malai Price(Rs.) 12 10
Kesar -Pista 7
Place: Relief road, Abad Promotion: No promotion Starting time: 4 to 10 PM

Profit per day: 300 -450 rs. Collection of raw-material: relatives dairy. Facility: they dont provide any facility.
Bhavani ice-cream:
History: it was started before 10 year. Name of owner: Rajeshbhai Tiwari Investment: 3500-4500 rs. Product: Name of Product Chocobar Mava-Malai Chopati Candy Price(Rs.) 5,10,18 12 6,10 2,3,5
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Promotion: No promotion Place: Krishna nagar. Starting time: 4 to 10:30 PM Profit per day: 200-250 rs. Collection of raw material: Dairy Facility: no facility
6-What are the reason of success?.

Janta:
The reason behind the success of janta is that it completely more than 50 years successfully in local icecream industry.
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The main owner of janta is Ramswaroopbhai Aswa, after his death their three sons continue the business. They have 22 branches in abad & all the branches is managed by three sons successfully still they havent sold any branch. The reason is that they covered different area of a bad. They provide better services as per the customers requirement. Janta attract all age group customer old, youngster & childrens also. The main product of janta is coco & they also provide different quality of ice-cream like American dry fruit & different flavors of chocolate icecream. Their prices are also reasonable; quality of product is as per the price & is attract all level of customer high class, medium class, also lower class because their price is reasonable
Farki:
The reason behind the success of farki is that it completed more than 50years successfully in local icecream industry
The main owner of farki is chinubhai farkiwala. They have 2 branches & 12 franchises & this all managed by kaunar farkiwala. They havent opened any other branch & their found is on these 2 branches only & improves & innovate these 2 branches.
The main reason behind the success is that they covered area of the city (Delhi darwaja & Maninagar). The main product of farki is lassi & they attract customer with the name of product like shadi. Com. titanic etc. They provide different kind of ice-cream to the customer & suitable to the every level of customers. They also sale sweets & chocolates. Some customer of farki is very loyal they purchase ice-cream only from the farki. Their prices of ice-creams are also reasonable.
7-Marketing Mix.
Product
Variety Quality Design Brand Name Packaging Services Warranties
Price
List Price Discounts Allowance Payment Period Credit Terms
Place
Channels Coverage Assortment Location Inventory Transportation
Promotion
Advertising Promotions Personal Selling Publicity
Target Market
7.1. Product.
Product can be define as anything which is offered to market
for attention, acquision, consumption which will satisfy the need o the consumer.
[1].Product variety:Different type of Ice-cream with which industry is dealing is decided here. Variety stands for different types of Product Local owner (Patel, Farki, Janta, Ashrafi.) Offering to customer in different flavor. EXAMPLE:-
CUP
MATLA
FRUIT
Natura childre
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KULFI
Venila Sweet hart Special mava badam Green pista B.P.K. Chocolate Pista Malai Rajbhog
FLAVOUR
Hafus mango Pinaorange Pineapple Fresh sitaphal
l
Malai Rich coffee Rabdi Kaju draksh Malai badam pista Special anjir
n choice
chocobar Mengodoly Rasbary Mini chocobar Chopaty
Kaju dhrax Anjir Batar scoch Badam ketbary Paina chink
Spe. Kesar chopaty
Faluda
[2]Quality:What is expectation from the particular product? It means quality. Quality is most important in the ice-cream product.
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However, this is most important features to face competition, to become or maintain number one in tobacco market. If quality of different types of Ice-Cream is good, then Ice-cream Local industry can became popular. EXAMPLE:They all are sailing in unique qualitative Ice-cream for their consumer. Farki:- using a good Raw material, While Using all amul ,Custer powder, Sugar, Dry Fruit., Shall be maintain so, that the quality of Ice-cream remain Same.
[3] Size:Size is important in durable items. Size is depending upon consumer requirement. According to consumer Requirement Company can come out with those types of products. Size is depending upon quantity of the product. Janta
100ml 120ml 250ml
Asharfi
Patel
Farki
250ml 150ml
250gm(1/3tin) 1kg 500gm(2/3tin) 500gm 750gm(3/3tin) 250gm
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[4] Packing/Packaging:Packaging of Ice-cream item should be attractive. It includes name of Manufacture of local Ice-cream owner, expire date, manufacture date, ingredient use in product etc. and Ice-cream also use plastic packaging system also. The main reason of packing is to protect the product. Primary packing contain actual product. Secondary packing contains primary packing.
Ashrafi
Patel
EXAMPLE:For Home: - They all Asharfi, Patel, Janta and Farki all are providing wonderful packing facility in matter of home-delivery. They all are given different type of paper box for different type of weight. They using 100gm, 500gm, 1kg.in plastic box or paper box.
While, during time of festival, party, Marriage, birthday party, they are using Big wooden can or Steel can. They have large capacity for store much Ice-cream. Like 500kg or 800kg.
[5] Labeling:Labeling is most important in product. Labeling designing graphics private such information to the customer and it is attract to customer information like manufacture date, expiry date, etc. There are two purpose of labeling, i. ii. For the purpose of customer attraction. To provide information about product.
EXAMPLE:-
Product labeling are give such kind of information like product ingredient, manufacturing and expiry date, Maximam retail price (M.R.P), Place of production.
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Overall look of the product means design. Internal & external look of the product is known as design. Design is more important in ice-cream products. Design means over look of product. Design means shape of the product. Design should attract the customer. EXAMPLE:Ashrafi give Ice-cream in very different way style because they manufacturing in Tin.while so, their style is attractive from different competitor.
[7] Features:Features mean advantages of the product as benefit of the product. What are the strong points of the products is known as features. Features are most important in the ice-cream product because selling of any icecream product is depending upon the features of the products. EXAMPLE: Ashrafi are providing Rich coffee ,Real kesar .Which is partly or something taste of coffee or kesar . Janta are providing Mango hafuse, Sitafal which is also give taste of Fruit mango and sitafal.
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Level of product:-
[1]Core Benefit:-
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The fundamental level is core benefit .the service customer is really buying is known as core benefit eat ice-cream. They feel and relax specially in summer day.
or benefit
that
EXAMPLE :- When any customers go to farki, or janta Because of to
[2]Basic products :
The marketer must turn the core benefit into the basic product.
EXAMPLE:-Core benefit are converted into ice-cream.it `should
be smooth, fresh Constituency, creamy and freshness
[3]Expected product: It is a combination of attributes and features that customer normally expect while consuming service. It will add value the basic product. Whenever customer eats Ice-cream he/she expect that the quality remain constant as every time he/she come. Constituency, ingredients, taste, should remain some as expect of customers.
[4]Augmented Product: It is that exceeds customer expectation customer enjoy the services. A product which does not existence in the market but it is expected in the future.
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Ice-cream owner ( Janta, Farki, Patel, and ) offer Ice-cream in different flavor beyond expectation of consumers. EXAMPLE:PATEL-B.P.K FARKI- Titanic JANTA-American dry fruit ASHRAFI-kulfi mava
[5]Potential products:Dont exist in real sense but they can offer in future through innovation idea. EXAMPLE:-Chill flavor Ice-cream.
Classification of product:Ice-cream is convenience product because it can purchase frequently, immediately and with a minimum effort.
Types:
Staple: Staples are those products which purchase on regular basis. Ice-cream is also staple product.
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Impulse: Impulse products are purchase without any plan or search. Ice-cream is impulse product because there is no need of any planning or searching to purchase ice-cream. Emergency: At some emergency time ice-cream needed.
Ex.
In some cases like acidity, tooth problem icecream is recommended by doctor.
7.2. Price.
Price is monetary value of product that consumer need to pay on purchase of product.
[1]. List price:At which price product will be available to dealer, wholesaler, retailer and consumer is known as list price. We can say that at which price Ice-cream is available to the customer instead of the producer. Here, thats not applicable because they are producing and sailing and also give franchise. EXAMPLE:-$apphire GrouP. Page 77
Ice-cream
Vanilla Chiku Pinepal Chocolate Special Alichi Kesar Fresh Strawberry B.P.K Special kesar pista Kaju dhrask Batter Scop Green Pista Rosteda Badam Mava Badam Aanjer Choka kesyu Punch ratna Raj bhog Tandai badam Kesar malayi Chocolate chipar Honey jinjar
1k.g/Rs.
200 220 220 220 220 240 240 240 240 240 240 280 280 280 280 280 280 280 280 280 280
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[2]. Discounts: Discount is an amount which is waved the final MRP. In other words, the particular amount supposes to pay less by the final consumer. After showing the price list we can say that in ice-cream product no one given the any type of the discount to the consumer. Even in the any kind of the occasion, festival, they not providing the any kind of the discount/offer to the consumer.
[3].Price Strategy: Price of Product (Ice-cream) is depending upon Cost of Ice-cream. If the price of Ingredient like milk is increasing than price of Icecream is all increasing EXAMPLE: Vanilla (1kg.) Milk is need 650 gm(price of milk is Rs.26 Which is always increasing) Custer powder 250gm ( It is depend upon market price ) Other ingredient 100gm.
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7.3. Place.
Place includes all industry activities involved in making the product available to target consumers. It includes: channels of distribution, the extent of market coverage, managing discrepancies of quantity and assortment, retail locations, and the management of inventory, transportation, and logistics. Ultimately, Place is involved in making the product convenient for the target customers to purchase.
[1]Coverage: Distribution channels can be defined by the number of levels involved. Because the producer and the final consumer both perform some work, they are part of every channel. We use the number of middlemen to indicate the length of a channel. That means how much area covered by the all four ice-cream industries, its can be explain below, Asharfi covered area for Abad (manek chock, gulbai tekra) and surat Farki, Patel and Janta covered area for only Abad.
[2]Inventory:They have special Cold storage freezing storage cold storage; freezing storage they have to keep the inventory of Ice-cream can be keep for longer time period.
Name of local owner Patel Farki
Production 400 week)
Inventory(show) +500ltr(per 300ltr 300 ltr
Inventory(stock) 200ltr 400ltr
700 ltr(per day)
[3]Location:Patel Ice-cream
Ambuja house, Navrangpura, A bad
Janta Ice-cream
Ankur Cross road, Naranpura, Abad
Farki Ice-Cream,
Delhi Darwaja, ShahiBhag, A bad
Ashrafi Ice-cream
Tilak Maidan, Rarti bazzar Manek Chowk,, A bad
[4] Transportation: while in matter of transportation only Fraki has their own transportation system They using cool storage vehicle which included fringe facility. when another using rented vechile.
while Patel has two branches one is six cross road and another is Opposite Stadium. so, they distance is not long. so, they are using Auto for transportation. while they carry Ice-cream wooden can
7.4. Promotion.
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
[1].Advertising:
They all are Ashrafi, Janta, Patel and Farki all not promoting their product or brand
Point of purchase (p.o.p):Farki. : - Big hording, big picture and photo, award and details of history
Janta: - poster of Ice-cream, photo, name of ICE-CREAM, picture of Ice-cream Patel: - history of Patel and its details, small and very simple banner, where waiter wearing Patel suit. Asharafi:- Two red counter, one is cash counter and second Counter is using for cutting Ice-cream.
[2]Display Window:janta:-open fringe, window which showing Ice-cream Cup, Chocobar Farki:- Small can of Lassi.Chocolate.
7-Segmentation,Targeting Positioning.
[1]SEGMENTATION:It can be defined as classification or division of the customer according to their need.
Types:
(1) Geographic
segmentation:
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It can be define as classification of consumer into different geographical units such as cities, sellers, country, and region etc. Division of market into rural & urban areas. The sizes of villages are very important in geographical segmentation of India, rural & urban areas. Ashrfi ice-cream only planning according geographical segmentation and other have not any plan to geographical segmentation.
(1) Demographic
segmentation: It can be defined as classification of consumer into the demographic variables such as age, life cycle, life stage.
(A)Age & life cycle:

As age of people change their needs change. Mostly children prefer kulfi, mango-dolly, chocolate, etc, Youngster, prefer cone, chocolate flavor ice-creams & the ice- creams. Above 50 age people prefer vanilla, BPK, mavakulfi(asharfi) Ladies prefer vanilla.
Which have attractive names & old people like to eat vanilla & rajbhog. So, these four brands provides product for different age Group.
(B) Family size:

The demand of ice-cream is depend upon family size also; if person goes to eat ice-cream with family they give order family pack. Single: individual people eat ice-cream in cup, cone or in kulfi form. Family: when family goes to ice-cream parlor then they prefer party pack. (C) Gender: Male: male prefer strong ice-cream brands. Female: female prefer vanilla brand more. (D) Education: If the customer are educated, than they demand for variety of products. (E) Income: Those people whose income was high they spend more money on ice-cream; Ashrfi has provide costlier item for higher level income group.
(3)Behavioral segmentation:
Here we will divide the customer on the bases of their behavioral. (A)Occasion: As different occasion behavior will be different. As occasion Changes want of customer changes. For ex. Ice- cream is demanded by the people of the time of Diwali & Rakshabandhan. Regular users: regular users regularly consume ice-cream. Regular users eat ice-cream on weekly, monthly, fortnightly base. Special occasion: on some special occasion like marriage, party ice-cream demanding by the people. (asharfi provide ice-cream on special occasion.) (B)Usage rate: How much volume is use by consumer? Consumer buying bulk or buying in small quantity. Customer divided in three stages, (1)Heavy user: Heavy user is a person who is buying product in Bulk or huge quantity. (2)Medium user: Medium user is a person who is buying product Nor much nor less quantity.
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(3)Light user: Light user is a person who use product in very small Quantity. With the help of shim, offers, benefits, manager convert medium user & light user consumer in heavy user. (C) Buyers readiness level: How much person is ready to buy the product fully ready or hesitance to buy. Divide customer in six different categories, (D)Loyalty status: Commitments of customers towards brand. Customer sticks one particular brand. for ex. You buy ice-cream than you only like some particular icecream store if it is not available at one place consumer search for it.
Hardcore loyal: This type of customer are loyal to one brand only, if a brand is not available then they will search for it but will not use any other brand. Some customer likes to eat ice-cream from janta only. Split loyal: this type of customer are loyal to two or three brands in a given preferences. Shifting loyal: shift their loyalty from time to time on one brand to another brand. For ex. They are shift from one brand to another brand not use janta only.
(E) User status: (1) First time user: Those customers who consume the ice-cream first time are known as first time user.
(2) Regular user: some people are regular consume ice-cream after complete dinner are known as regular user. (F) Benefit: consumer see that which type of benefits they get from vendors. (1)Speed of services: those local vendors who provide fast services in that parlors consumer want to eat ice-cream. Ex. During the time of evening, summer, during the time of late night at the time they (farki, asharfi, janta) having a huge customer so they hire part time employees. (2)Quality wanted people: some type of consumer want qualitative products. Ex. Some people are aware about the icecream quality and some people are also aware about the varieties of product in that matter so they always prefer the a particular qualitative product and brand. (3)Service preferred people: some type of consumer sees that how services provide by the local vendor.
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Ex. Some time people give important to service of ice-cream parlor as like a parking facility outside a ice-cream parlor and care taking by employees and employer. In that matter janta has a widely parking faculty outside the ice-cream parlor and also carrying to their customer
(4)Psychographic segmentation:
Science of using psychograph or science of understanding psychology of customer. It is mental state of person. Life style: It is way of living our life according to life style divide customer many groups. Many customer life styles are complex.
(A)
(B) Values: Belief system, philosophy of life, customer have certain belief that what to do, not to do. (C) Personality:
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Overall desire appearance in the public, how you look in public every person wants suitable product for their Personality. Ex. Gregarious personality type of people like only particular brand of ice-cream.
[2]Targeting:Targeting can be define as an after to catter our product & services to the group of customer sharing similar characteristics & needs.
Effective segmentation criteria
Not all types of segmentation are useful it is important to recognize that a market needs to use relevant variables to segment a market for ex; segmentation a market on a persons age is not relevant for a product like salt. To be useful market segment must rate favorably on the five key criteria, (1) Measurable: The size purchasing power & characteristics of the segments can be measured. Substantial: The segment is large & should be the largest to serve. A segment group worth going after with a tailored marketing program.
(2)
Accessible: The segments can be effectively reached & served.

(3)
Differentiable: The segments are conceptually distinguishable & respond different marketing-mix elements & programs. If married & unmarried women respond similarly to on performed, they do not constitute separate segment.
(4)
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Actionable: Effective programs can be formulated for attracting & services the segments]
(5)
Full market coverage:
The firm attempt to serve all customer groups with all the products they might need. There are main two types differentiated and undifferentiated. Local vendors provide ice-cream to all age group of people.
Ex. Patel- BPK Asharfi- Mava kulfi Farki- Rajbhog Janta- Vanilla
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[2]Positioning:Positioning is an act of designing companies offering & image to occupy (to use) distinctive place in the mind of customer. (1)Product differentiation: Our product is different than the competitor & product.
brand
size, feature, variety, design, quality, packaging to differentiate how & where you can differentiate the product with Competitor. E.g. ice-cream, we can say that taste of (Rajbhog) janta is totally different than three (patel, farki, ashrfi). (2) Personal differentiation: Service differentiation is highly use durable product industry motor car, customer use longer time. Ex. In farki & asharfi there is self service so, we cannot consider the personal differentiation. Here but janta & Patels services are different. (3)People differentiation: Human resources of the company service organization focusing on the people they want to
create very how your people can provide better service.
9-SWOT Analysis.
Strength:
Establish brand image In local market brand image of ice-cream vendor is very well established. Due to the well brand image of ice-cream in the mind of customer well brand equity is created. EXAMPLE:- As Farki and Junta has completed its 50 years of its establishment. It is very old and customer have strong brand image in their mind.so, we can say that local brands have strong brand image. Local loyal customer: Customer has good brand equity about local product of local ice-cream industry. So that good brand loyalty creates about the local brand. EXAMPLE:- ; Customer have more preferences for ice cream of local brand.As per our research, out of 4 local
brands Farce has large number of customer and then Janta.They gets more loyal customers with comparision of Patel & Ashrfi. Proved raspy consistently: Raspy of local ice-cream brand is consistently proved .So each time newly launched ice-cream get good response from the market. EXAMPLE:- Each local brand has its own recipe for special variety for the customer with the help of proved recipe.Janta is famous for American Dryfruits,Farkis Titanic and Asharfis Mava Kulfi is famous in customer. Consistently better quality: Quality of local ice-cream is provided by the local vendors. consistently better
EXAMPLE:- Each local brand provides better quality of their ice cream as compare to National brands Amul,Vadilal,Havmor.Like Rajbhog,B.P.K. are very good quality of ice cream in terms of ingredients, taste and customer preference Product specialty: Products provided by the local ice-cream vendors are very special in nature. Local vendors constantly try to improve the features and quality of its products. Some
products like raj hog, coco, kulfi, lassie having as much likability as earlier. EXAMPLE:-Every local brand has its own variety. Coco is Jantas special,lassi is Farkis and Kulfi is special of Ashrfi. Slightly creamy ice-cream: Ice-cream of local market is slightly creamy in comparison with national or international level marketer. EXAMPLE:- Local brands know the taste & preferences of local people.Thats why they provide creamier & sweeter ice cream to the customer as per their preferences.
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Competition from national brand. Establish brand image Local loyal customer Competition from international brand. Government May effect on Raw material Supply Proved raspy consistently Consistently better quality Product specialty Personalized service Local flavor Slightly creamy ice-cream Continuously support
Strength
Threats
Opportunity:
Growing Weakness working middle class:
Ahmadabad people love to go for outing on holid Fewer outlets. Lack of cleanliness Growing youngsters Long in disposal: Served bowls are not put summer days: Restricted to local area: No use of media:
Personalized service:
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Service provided by the local vendors is personalized in nature. When any customer wants to complain about the quality of product then they can directly talk to the owner. EXAMPLE:- As compare to National brands local brands provides personalized services to customer. In case of any complain they directly talk with owners and can get solution.Farki & Asharfi provide self service,Janta & Patel provides service by waiters.
Local flavor: Flavor in the local market is according to the local taste. Here local flavor of ice cream is provided so maximum customer long lasting relationship with the marketer. EXAMPLE:- All local brands provides local flavor to create long lasting relationship. They provide shadi.com ,rajbhog, B.P.K. and more flavors. Healthy for the body: Local ice-cream contains dry fruit, pure milk, qualitative milk powder and other qualitative ingredients. So that local ice cream is pure and qualitative in nature and it is healthier.
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EXAMPLE:- Local brand also take care of health of customers. So every local brand use pure & low fat milk, qualitative milk powder & dry fruits. They also provide sugar ice cream to the customers.
Continuously support: Promoter provides support continuously to the local brand. EXAMPLE:- The promoters support is important of any local brand. Local brand provides continuous support to the customer.
Weakness:
Fewer outlets: Local ice-cream marketer having a few outlets. So, they cannot cover large market. National level marketers have a many outlets so they can cover large consumer market. EXAMPLE:- Farki has only 2 retail outlet.But overall number of outlets is very less with comparision of Amul,Vadilal,and Havmor Lack of cleanliness:
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If we see cleanliness in the local shop then we can know that shops of local marketer are not kept cleanly. Many time savvy customers do not like taste of local ice-cream market. EXAMPLE:- Local ice cream parlors have lack of cleanliness. They are not keeping their outlet clean. So they may lose their customer. Served bowls are not put in disposal: In local ice-cream vendors bowls served are not put for disposal. So, many time its create dirty outlook of the local shop. EXAMPLE:- a Local brand provides ice cream in bowl as per traditional way, not in disposal. If they are not clean then customer not prefers. So they should avoid use of bowl. Restricted to local area: Local ice-cream cannot cover large market. So, it is restricted for local area. EXAMPLE:- In case of local brand, they have limited branches, they have not any branch out of city, state & country. No use of media:
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In the local market media is not used .so, information of local ice-cream cannot reach to the large no. of population. No signifant variation in the taste & quality: In the local market ice-creams taste & quality is not change as per the demand of consumer within different similar based product. EXAMPLE:- Janta,Patel,Asharfi & Farce are not use media for their promotion and also no kind of advertisement as compare to the national brands.
Opportunity:
Growing working middle class: In the city area working class people are increasing. So, consumption of ice-cream is increased .Working class people spend their incomes good part on the icecream consumption. EXAMPLE:- As customer has more income,he has more purchasing power. Consumption of Janta,Patel,Asharfi is increasing day to day
Ahmadabad people love to go for outing on holidays:

Ahmadabad people love to go for outing on holidays and on holidays they spent more money on ice-cream. EXAMPLE:- Abad people may go to Farce or Asharfi and other local brands in time of holidays. Growing youngsters: In the city no. of youngsters is increasing and young people like ice-cream more than other age group people. So, ice-cream selling of local vendors is high on youngsters. EXAMPLE:- Youngsters like ice cream more and more.It is beneficial to local brands. Long summer days: In the state and especially in the city of Ahmadabad summer days are run for longer time period. So, icecream selling of local market is increase duting that time. EXAMPLE:- Generally summer days are longer than other season days.so people like to eat ice cream for cool & relaxation, so local parlor has opportunity for more selling of ice cream.
Threats:
Competition from national brand:
Local marketers have main threats from the national level brand like Havmor, Amul, Vanilla,. EXAMPLE:- Asharfi,Patel,Janta & Farce have very tough competition with national brands Amul,Vadilal & Havmor. Competition from international brand: In the local; market now international level strong competitors like quality Walla and bask in robbis are entered in the local market and they are very strong so local marketer get affected. Substitutes: Substitutes are available in the market so local market is largely affected from substitutes. EXAMPLE:- All local brands have competition with Kwality walls & Baskin robins with respect to quality,variety & shape etc. Government May effect on Raw material Supply: Its depend upon milk price because it is using in all type of customers and it is mass product if milk price increase than it may happen that government not allow to supply whom manufacture need of milk as raw material. While in ice-cream industry are totally or partly depend upon milk. EXAMPLE: - Most important raw material is milk which is in the hand of co-operative. So, that price of milk is
recently rise and it Rs. 30 to 32 per liter. Thats why supply of any raw material is affect by cooperative/government and Ice-cream industry is largely depending on basic raw material milk.
10-PEST Analysis.
POLITICAL ECONOMICAL FACTORS Govt policy Increasing cost of raw material Stable got Increasing cost of labour Increasing cost of inputs Availability of raw material Subject to food & drugs Increasing in rate of GDP act
Increasing education No use of dispensers Demographic variables Age-old style of serving ice cream in Woman participation in work force bowl Marriage & function Trend to eat outside in holidays Preference for local brand
TECHNOLOGICAL FACTORS SOCIAL of the art Lack of stateFACTORS technology
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Political:
Govt . policy for small scale ice cream manufacturer: Govt . policy should be in favor of manufacturer. Govt . policy is directly affected to the ice cream industry. Stable govt: The govt should be stable for improvement of industry. Stable govt provides possibilities industry. of growth in
If govt changed the rules & regulations, duties and tax structure also changed. Availability of raw material: Raw material like milk, sugar, custard powder and dry fruits, availability of them is very important. Supply of milk is provided by the co operatives, so they are depend on co operators and also restricted by them.
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Subject to food & drugs act: There is regularly checking done by the got under foods & drugs act. The manufacturer should use qualitative materials, which are not harmful to the customers. Quality of product should be maintained by manufacturer.Industry has to perform as per the got regulation.
ECONOMICAL FACTORS
Increasing cost of raw material: Product price is determine by the cost of raw materials which they are use. If the cost of raw material like milk, sugar, custard powder and dry fruits increase then also increase the cost of ice cream. Increasing cost of labour: They have part time or full time labours. Full time workers charged at higher cost, where part time at lower cost. Generally they use full time workers but in summer time when demand is high, they hired part time workers also. So the total cost of the labour affect to the cost of ice cream. Increasing cost of inputs: The cost of inputs such as electricity or power, rent of storage, freezing charges, transportation cost is
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increases day by day. If cost of inputs increases then price of ice cream also increase. Increasing per capital income: Per capital income shows the spending capacity of customers. Increase in incomes leads to purchasing power. Ice cream industry is affected by per capital income that is beneficial for industry. Increasing in rate of GDP: GDP (Gross Domestic Product) refers the production of all sectors in the economy. The country like India which is developing, has achieved the growth rate of 8 to 9 %.The countries has achieved high growth rate in World is known as BRICI (Brazil, Russia, India, China, Indonesia).
SOCIAL FACTORS
Increasing education As recent situation the literacy rate of country increasing. We can say that the high literate customers are knowledgeable and aware about the product which is offered to him. As they are educated they become more knowledgeable about the variety of product. Demographic variables INCOME: The income of consumer is also considered as social element which affect to the ice
cream industry. Income increase then purchasing power also increases, that affect to the ice cream industry. POPULATION: India has large number of population, it has ranked 2nd in the world. If population is high then it is benefited to industry because of that number of customer increases. Woman participation in work force As compare to the traditional day, now a day there is large number of working women in the country. It is social revolution that affect to the ice cream industry. Marriage & function We can found social function where the ice cream industry has wide scope to sell. This type of functions increases the sale of ice cream, so it affects to the ice cream industry. Trend to eat outside in holidays: As per recent trend we can say that majority of the people are eating product like ice cream outside to home. During festivals, summer evening & nights most of the people used to go out and have ice cream. Trend to eat with family:
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People are used to eat ice cream outside to home in holidays. They go with family or relatives, it affects to the ice cream industry. Preference for local brand: The local brands such as Janta,Patel,Farki,Ashrfi customers have local touch with the flavors. Public have always first preferences to the local brands. Local brand always provide variety of the product to the customer.
TECHNOLOGICAL FACTORS:
Lack of state of the art technology Local ice cream brands have not adopted the latest technologies. Because of that sometimes manufacturers are not able to produce more quantity in the market. It also facilitates the qualitative & quantitative production. No use of dispensers: The local ice cream parlour has in use of dispencers.Like dairy they use dispensers in delivery, in case of ice cream they are not use such type of modern technology. Age-old style of serving ice cream in bowl: Many ice cream parlour serve ice cream in the bowls, which is very age-old style. Because of that cleanliness is missing,
They can use new method of serving in disposal to attract the customer. They provide new style of serving through innovation.
10-Five-Force Analysis.
Five force Analysis
Potent ial Entran
Suppli ers
Rivalry amongst exiting firm
Buyers
Substit ute
1. Threat of new entrance

2. 3. 4. 5.
Bargaining power of buyers Bargaining power of suppliers Rivalry amongst existing firms Threat of substitute
If marketers want to know factors affecting any industry or tobacco industry, these 5 elements will helpful. Whether competition level is high, moderate, low can know with these elements. Five force analyses were given by father of strategies, Michel polter. Here, we can use 5 elements for the purpose of study of tobacco industry.
[1] THREAT OF NEW ENTRANCE:It refers to how easily one industry can enter into Icecream industry. There are various rules that any industry should have to follow for entering into this segment. Government policy: In ice-cream industry there is a no need to take license for manufacturing ice-cream. They have to just inform to DIC at Delhi. They have to take the permission of pollution control board and take the order of MMPO (marketing milk processing order). Monopoly: Monopoly means industry having no competition. This is very rare situation.
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Capital requirement: when any companies want to enter into any industry, how much capital will require that industry need to find out. Higher the requirement of capital, lesser industry will interest to enter. Same thing is also applicable to Icecream.
Any firm wants to enter in ice cream industry requires hugs capital. Capital for investing in manufacturing machinery of ice cream. Capital require for keeping inventory at manufacturing place and at the retail out let.
Product differentiation: - whether industry having different kind of products is there or not. Companies who want to enter into Ice-cream industry require having different kind of products offer to customers.
(1) Brand image: Janta and Farki both are almost 50 years old. So for any new entrants to build strong image is very difficult. (2)Customer loyalty:As Janta and Farki are very old brand and very well establishment so customers loyalty taua that brand is more. So it is difficult to new enter to get loyal customers. (3)Product attributes:Generally individual customer prefer the ice cream of Patel, Janta & Farki b but in occasion they prefer the ice cream of Asharfi in bulk quantity. So overall they may form an entry barrier facing new entrants.
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Economies of scale: - it means larger the production, higher the benefits. Because of attraction of higher production by existed companies, new companies want to enter into Ice-cream industry. There are various types of economies of scale i.e. increasing return to scale, decreasing return to scale, and constant return to scale.
(2)RIVALRY COMPITITORS
AMONG
EXISTING
Number of firms and relative market share:Here we assume that as janta maximum retail out let that is 22 so jantas market share is high in local ice cream as compare to other. Fixed or storage cost:Ex. If demand is increase so there should be increase in supply in the market to manufacture ice cream. The machine is available with minimum capacity of 1000 liter. So demand is increase 500 liter that is 1500 liter so, it has to install the machine of 1000 liter. So fixed cost remains constant and their profit will decrease. Product standardization and switching cost:The price of local ice-cream are stable because they have no offer any discount.All local brands of icecream are using own transportation vehicle for
distribution so any ne transportation vehicle.
should purchase their own
Exit barrier:-While exiting firm, if they want to exit in market then they provide compensation to lab our and they also have emotionally attachment to the firm. Diverse competitors:-Main disadvantages or threats to our firm while entering into particular market because a new firm comes with new strategy and techniques at the time, competitors are aware about them they try to protect their market share.
[3] BARGAINING POWER OF BUYERS: Here, companies will decide who having bargaining power customers/buyers and industry. If customer affects price determination, then bargaining power of customer is high and vice versa. Following points will determine whether customer having bargaining power or not. When customers purchase in bulk then they could have problem regarding quality but it is not possible in small purchasing order All these local parlours are in urban area that why customer more literate So, customer know quality, price,
quantity, freshness and smoothness regarding Product. Literate customers have bargananing power. Volume of purchase: - total quantity buyers will purchase is volume of purchase. If purchase in high quantity ice-cream, they having higher affection to bargaining power. II. Importance of product to buyers: - whether buyers require product on frequent bases or not. If any product is important for buyers, then bargaining power of customers is high. III. Switching cost to marketer: - if buyers go to other industry from our industry, how much it affect to business of industry. IV. Extent of buyers information: - if customer is aware about the product information, bargaining power is higher. Extent of buyers information means the level of information which is known by the buyers. V. Ability of buyer for backward integration: any customer of Ice-cream cannot establish their own tobacco industry.
I.
[4] BARGAINING POWER OF SUPPLIERS: Reduction or increase in number to any industry.

While Supplier like., Amul Milk they have monopoly in milk market so, they have bargaining power of supply for milk or not I. II. III. IV. Important of product to suppliers: Switching cost to suppliers: Potential for forward integration: Ability of substituting product: -
[5] SUBSTITUTE: I. Extent of substitute: - substitute means present of different products having similar features. Importance of product: - whether product is important to buyers or not. II.Customer have preference for other substitute product like, lussi, Coco ,Soft drink etc.,in place of Ice-cream
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12-Chart.
Gender:
Particular Male Female Total No. of Gender 194 106 300 Percentage 64.66% 35.34% 100%
Interpretation:We are taking both, male and female in research. In gender male consume more ice- cream than female. Icecream consumption in the local market we have seen that female consume less amount on ice-cream.
Occupation:
Particular Service Student Business Housewife Others Total
No. of occupation Percentage 82 108 67 34 9 300 (27.33%) (36.33%) (22%) (11.34%) (3%) 100%
Interpretation:In the research we analysed service people, students, businessmen, house wives. From that we can know that students consumption of ice-cream is maximum and other people consume minimum ice-cream.
Age Group:
Particular 0 to 18 18 to 25 25 to 45
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No. of 26 141 113
Percentage (8.66%) (47%) (37.67%)

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Above 45 Total=
20 300
(6.67%) 100%
Interpretation:In the research we met different ages people. From that we can know that 18-25 age people consume 47% icecream and above 45 age people consume 7% ice-cream. In age wise consumption young people consume more ice-cream.
Do you like ice-cream?
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Yes No Total
300 (100%) 00 300
Interpretation:To know likability of people we met 300 respondents. All 300 respondents like ice-cream. So, that we can say that, All people like ice-cream.
Do you carry family pack? Particular No. of Yes No Total 253 47 300
Percentage 84.33% 15.67% 100%
Interpretation:To know how many people carrying family pack to their home we met 300 respondents. And 85% people carrying
family pack with them, and only 15% consumer not carrying family pack with them.
How many ice-creams to eat at a time? . Particular Once Two or more Total= No. of 197 103 300 Percentage 66% 34% 100%
Interpretation:To know the consumption of ice-cream at one time we visited four ice-cream shops. 66% consumer eat icecream at one time. And 34% consumer consume two or more time ice-cream.So we can say that maximum no. of consumer eat only one time ice-cream and very less no. consumer two or more than two time.
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Which time do you prefer for eat ice-cream? Particular Morning Evening Mid time Night Total= No. of 8 165 24 103 300 Percentage 3% 55% 8% 34% 100%
Interpretation:In all the four shops we visited to know consumers time preference when they want to eat ice-cream. 55% consumer like to eat the ice-cream at evening time, 34% at night time. in morning time 3%, and in mid time 8%. So we can say that maximum no. of consumer like to eat icecream at evening time.
In which Season you consume more ice-cream? Particular

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No. of
Percentage
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Winter Summer Monsoon Total
24 260 16 300
8% 86.67% 5.33% 100%
Interpretation:During a Time of Summer No. Of Consumations Ice-cream as comparing Winter And Monsoon. while Show table or Chart of Season Consume while there We can said that while summer are coming consume are increase up to 86.67%. and while comparing with winter: Monsoon are 8 : 5.33 percentage.
Do you prefer only a particular brand? No. Particular Yes No Total No. of 185 115 300
Yes.
Percentage 62% 38% 100%
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Interpretation:while Asking question of prefer particular brand than Response give positive answer comparing with Negative. With help of See table or Chart we can easily said that customer are prefer particular brand are like Asrafi,Patel,Janta, or farki.
Your preference for local ice-cream is because Of .. Particular Nearness Brand loyalty Other Total No. of 101 176 23 300 Percentage 33.67% 58.67% 7.66% 100%
Interpretation:-
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In case of asking Question of why you( Customer) give first preference to local Ice-cream. Than 59% are prefer Ice-cream because of brand loyalty and 34% are prefer because of Nearness and 8% responds to other.
In which form you like ice-cream? Particular Cup Scoop Cone Bar Kulfi Combo Total= No. of 106 54 77 27 19 17 300 Percentage 35.33% 18% 25.67% 9% 6.33% 5.67% 100%
Interpretation:In case of Which form like ice-cream in like Cup 35% ,Scoop 18%,Cone 26% , Bar 9% ,Kulfi 6% ,Combo %, with help of chart and diagram we can say that different customer has different form Ice-cream.
Que 8)Do you prefer the International Brand, National Brand or Local brand?
National Brand:Particular Amul Vadilal Havmor Total No. of 102 101 97 300 Percentage 34% 33.67% 32.33% 100%
Interpretation: This chart shows the preferences of customers towards national brand such as amul, vadilal and havmor. From the above chart, we can say that majority of the people, prefer the Amul i.e.102 then after 101 customers prefer vadilal. And very less customer of Havmor that is 97. Overall, we can say that Amul is very preferable National brand. Among all.
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International Brand:-
Particular Baskin Robins Kwality walls Total 148 152 300
No. of
Percentage 49.33% 50.67%
100%
Interpretation: This chart shows the preferences of customers towards international brand such as Kwality walls and Baskin robins. Given two brands of international Ice-cream, very close competition because there is very less different among their no. of customer 152 people prefer Kwality Walls & remaining 148 people prefer Baskin robins as per our survey.
Local Brand:Particular Asharfi Janta Patel Farki

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No. of 75 70 25 130
Percentage 25% 23.34% 8.33% 43.33%

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Total
300
100%
Interpretation: This chart shows the preferences of customers towards local brand like farki, patel, janta and asharfi As, we can say that from above chart, the most popular local brand of ice-cream is farki i.e. 130 customers. Whereas, very less customer of Patel is 25 customers used to eat ice-cream of Patel. Likewise, 70 customer like Janta and 75 customer prefer Asharfi so, in a way the Farki is very popular than other 3 local brand.
Que. 9) which flavor you like? Particular Vanila B.P.K. Chocolate Strawberry Rajbhog Other Total
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No. of 56 46 46 21 93 38 300
Percentage 18.67% 15.33% 15.33% 7% 31% 12.67% 100%

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Interpretation: This chart shows the taste and preferences of customers towards various flavors offered by local brand. When we talk about the flavor of ice-cream of any local brand, from above chart, majority of the people prefer Rajbhog i.e. 93 and second most preferable flavor is vanilla i.e. 56. Other people prefer B. P. K, chocolate, Strawberry respectively 46, 46, 21, and others 38.
Que. 12) with whom you eat Ice-cream? Particular Family Business Associative Friends Others Total 45 50 165 40 300 No. of Percentage 15% 16.67% 55% 13.33% 100%
Interpretation: This chart shows that with whom the customer likes to go to eat ice-cream. As per above chart, people used to go with friends i.e.
165 and then they used to go with family i.e. 45 and others 40, very less used to go with business associates i.e. 50.
Que 17) I like ice-cream of local brand because,
Taste:Particular
Highly dissatisfied Dissatisfied Neutral satisfied Highly satisfied Total
No. of
2 1 14 158 125 300
Percentage
0.67% 0.33% 4.67% 52.66% 41.67% 100%
Interpretation: This chart shows the taste and preferences of customers towards taste of local brand ice-cream. The taste of local brand is very rich so the 158 customer are satisfied and 125 are highly satisfied. 14 customers are neutral in terms of taste of local brands. 2 customers are highly dissatisfied and 1 is dissatisfied
with taste of local ice-cream. So overall we can say that majority of customers like the taste of local ice-cream brand.
Quality:Particular Highly dissatisfied Dissatisfied Neutral satisfied Highly satisfied Total 0 1 16 172 110 300 No. of Percentage 0 0.33% 5.33% 57.33% 36.66% 100%
Interpretation: This chart shows the taste and preferences of customers towards quality of local ice-cream brand. The quality of local brand is very good so the 172 customer are satisfied and 110 are highly satisfied. 16 customers are neutral in terms of quality of local brands. 1 customers is highly dissatisfied and 0 is dissatisfied with quality of local ice-cream. So overall we can say that majority of customers like the quality of local ice-cream brand.
Freshness:Particular
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No. of
Percentage
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Highly dissatisfied Dissatisfied Neutral satisfied Highly satisfied Total
1 3 45 136 115 300
0.33% 1% 15% 45.33% 38.34% 100%
115
Interpretation: This chart shows the taste and preferences of customers towards freshness of local ice-cream brand. The freshness of local brand is very good so the 136 customer are satisfied and 115 are highly satisfied. 45 customers are neutral in terms of freshness of local brands. 1 customers is highly dissatisfied and 3 is dissatisfied with freshness of local ice-cream. So overall we can say that majority of customers like the freshness of local ice-cream brand.
Consistency:Particular Highly dissatisfied Dissatisfied Neutral satisfied

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No. of 1 1 61 153
Percentage 0.33% 0.33% 20.34% 51%

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Highly satisfied Total
84 300
28% 100%
Interpretation: This chart shows consistency of local ice-cream brands. Satisfaction level of customers towards consistency of local icecream brand. The consistency of local brand is very good so the 153 customer are satisfied and 84 are highly satisfied. 61 customers are neutral in terms of consistency of local brands. 1 customers is highly dissatisfied and 1 is dissatisfied with consistency of local ice-cream. So overall we can say that majority of customers like the consistency of local ice-cream brand.
Personal touch:Particular Highly dissatisfied Dissatisfied Neutral satisfied Highly satisfied Total
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No. of 4 9 103 88 96 300
Percentage 1.33% 3% 34.33% 29.34% 32% 100%

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Interpretation: This chart shows personal touch of customer towards local icecream brands. Attachment level of customers towards local icecream brand. The personal touch of customers towards local brand is very good so the 88 customer are satisfied and 96 are highly satisfied. 103 customers are neutral in terms of personal touch with local brands. 4 customers is highly dissatisfied and 9 is dissatisfied. So we can say that majority of customers have no attachment with local brand.
13-Conclusion.
After preparing report on ice-cream industry, our group have conclude that current situation of the ice- cream industry is well established because large consumer mkt. And, our overall after preparing this report is very good but in some ice-cream parlor, we did not get good response from customer as well as their employees. From the customers point of view & review of customers of all these brands, they did not get value for their money .some local brand,
changing high price for their product but they did not provide premium quality as per price of ice-cream. After preparing report & visiting to the ice-cream parlor our suggestions , to the local industry of icecream is that they must provide high quality of product as they charges. They should provide after discount to the customer. So, finally our experience was fantastic.
14-Bibiliography.
Books
Marketing management- Phillips kotler Strategic management- VSP Rao Retail management
News paper
The Times of India Business Standard
Websites
WWW.google.com WWW.Ice-cream.com Www.Govt. of India.com
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AN ANALYTICAL CONSUMER PREFRENCES FOR LOCAL ICE-CREAMS IN THE CITY OF AHEMADABAD.

4.5 Demand and Supply 4.6 Consumption Chapter-5 Major players

Organized $ Amul $ Havmor $ Vadilal

Janta Farki Asharfi

WHAT ARE REASON OF SUCCESS? MARKETING MIX 7.1 Product

2.2. Research Design.

2.4. Research Data.

1. Primary data sources.

2.5. Research Approach.

owner Questionnair 75 e 75 75 75 300

2.7. Contact Method.

[1] Personal interview

[2] Telephonic interview

2.8. Research Instrument.

Questionnaires mean set of Question.

2.9. Limitation of research.

[1] Primary Data Collection: (1) Time

(3) Poor Response

[1] Secondary Data Collection:

(1) Old Data

If a product contains less fat, it is called a "dairy dessert."

Interesting Ice-cream facts.

Fact/ International Ice-Association.

Market Share of Ice-cream.

1999 63.40 20.01 3.97 4.78 7.84

2002 57.53 17.50 2.76 5.18 17.02

2005 56.45 20.38 2.67 4.59 15.91

2008 43.84 24.01 6.93 4.06 21.16

Short Profile of International Ice Cream Companies:

[1] Kwality Walls Ltd

[1] Ben & Jerry Ltd

Market Share of Indian Companies

4.3 Raw Material and Ingredients.

4.4. Production Process of Ice-Cream.

Step -2 Pasteurizing to kill bacteria:-$apphire GrouP. Page 42

Step -5 Flavoring the ice cream:-$apphire GrouP. Page 43

Step -7 Adding fruit and sweetened chunks

Patel 17 300kg 550kg

Ashrafi 15+5 1000tin 2500tin

Farki 10+7 700ltr 1600ltr 500ltr

200 700to800ti to250k n g 400 2000tin

introduction of liqueur-flavored ice creams PRODUCTION DATA OF LOCAL ICE-CREAM BRAND

4.5. Demand and Supply

Demand is highly increase during in time of Summer It Is Increase up to 75%.

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.

followed by Chennai in 1998 and Kolkata and Delhi in 2002.

Nationally it was rolled out across the country in 1999.

Establishment year: 1960

Local Larry of Ice-cream.

Place: Relief road, Abad Promotion: No promotion Starting time: 4 to 10 PM

6-What are the reason of success?.

Kaju dhrax Anjir Batar scoch Badam ketbary Paina chink

Spe. Kesar chopaty

250gm(1/3tin) 1kg 500gm(2/3tin) 500gm 750gm(3/3tin) 250gm

[6] Design:-$apphire GrouP. Page 72

EXAMPLE :- When any customers go to farki, or janta Because of to

be smooth, fresh Constituency, creamy and freshness

In some cases like acidity, tooth problem icecream is recommended by doctor.

Name of local owner Patel Farki

Production 400 week)

Inventory(show) +500ltr(per 300ltr 300 ltr

Inventory(stock) 200ltr 400ltr

700 ltr(per day)