CHAPTER-1

INTRODUCTION

1
Amul Ice Cream is an ice cream brand owned by Mangalore-based Kamaths

Ourtimes Ice Creams Pvt. Ltd. It was founded by Raghunandan S Kamath who

opened its first store at Juhu, Vile Parle (Mumbai) in 1984. The company

manufactures under Kamaths Ourtimes and retail operations under its subsidiary

company Kamaths Natural Retail Pvt. Ltd. Kamaths Ourtimes is an ISO

22000:2005 certified company. The 2017 rebranding effort, which established

the ‘Taste the Original’ tagline, was aimed at setting it apart from me-too brands

popping up.

• Marketing strategies of a local brand going national

• NPD of Natural

• Scaling up strategies

• Insights into the dynamics, competition and consumer behaviour in the

ice cream market

2
Comparative research, simply put, is the act of comparing two or more things with a

view to discovering something about one or all of the things being compared. This

technique often utilizes multiple disciplines in one study.

When it comes to method, the majority agreement is that there is no

methodology peculiar to Comparative research. The multidisciplinary approach is

good for the flexibility it offers, yet Comparative programs do have a case to answer

against the call that their research lacks a “seamless whole”.

There are certainly methods far more common than others in comparative studies,

however. Quantities analysis is much more frequently pursued than qualitative, and

this is seen in the majority of comparative studies which use quantitative data.

The general method of comparing things is the same for comparative research as it is

in our everyday practice of comparison. Like cases are treated alike, and different

cases are treated differently; the extent of difference determines how differently cased

are to be treated. The point here is that if one is able to sufficiently distinguish two

cases, comparative research conclusions will not be very helpful.

Secondary analysis of quantative data is relatively widespread in comparative

research, undoubtedly in part because of the cost of obtaining primary data for such

large things as a country’s policy environment. This study is generally aggregate data

analysis. Comparing large quantities of data is prevalent. A typical method of

comparing welfare states is to take balance their levels of spending on social welfare.

In line with how a lot of theorizing has gone in the last century, comparative

research does not tend to investigate ‘grand theories’, such as Marxism. It instead

3
occupies itself with middle-range theories’ theories that do not purport to describe our

social system in its entirety, but a subset of it. A good example of this is the common

research program that looks for differences between two or more social systems, then

looks at these differences in relation to some other variable coexisting in those

societies to see if it is related. The classic case of this is Esping-Anderson’s research

on social welfare systems.

He noticed there was a difference in types of social welfare systems, and compared

them based on their level of decommodification of social welfare goods. He found that

he was able to class Welfare states into four types, based on their level of

decommodification. She further theorized from this that decommodification was based

on a combination of class coalitions and mobilization, and regime legacy. Here

Esping-Anderson is using comparative research: he takes many western countries and

compares their level of decommodification, then develops a theory of the divergence

based on his findings.

Comparative research is a research methodology in the social sciences that aims to

make comparisons across different countries or cultures. A major problem in

comparative research is that the data sets in different countries may not use the same

categories, or define categories differently.

4
Comparative research can take many forms. Two factors are space and time. Spatially,

cross-national comparisons are by far the most common, although comparisons within

countries, contrasting different areas, cultures or governments also subsist and are

very constructive, especially in a country like New Zealand, where policy often

changes depending on which race it pertains to. Recurrent interregional studies

include comparing similar or different countries or sets of countries, comparing one’s

own country to others or to the whole world.

The historical comparative model involves comparing different time-frames. The two

main choices within this model are comparing two stages in time (either snapshots or

time-series), or just comparing the same thing over time, to see if a policy’s effects

differ over a stretch of time. When it comes to subject matter of comparative

enquiries, many contend there is none unique to it. This may indeed be true, but a

brief perusal of comparative endeavors reveals there are some topics more recurrent

than others. Determining whether socioeconomic or political factors are more

5
important in explaining government action is a familiar theme. In general, however,

the only thing that is certain in comparative research issues is the existence of

differences to be analyzed.

ICE CREAM

The origins of ice cream can be traced back to at least the 4th century B.C. Early

references include the Roman emperor Nero (A.D. 37-68) who ordered ice to be

brought from the mountains and combined with fruit toppings, and King Tang (A.D.

618-97) of Shang, China who had a method of creating ice and milk concoctions. Ice

cream was likely brought from China back to Europe. Over time, recipes for ices,

sherbets, and milk ices evolved and served in the fashionable Italian and French royal

courts.

6
After the dessert was imported to the United States, it was served by several famous

Americans. George Washington and Thomas Jefferson served it to their guests. In

1700, Governor Bladen of Maryland was recorded as having served it to his guests. In

1774, a London caterer named Philip Lenzi announced in a New York newspaper that

he would be offering for sale various confections, including ice cream. Dolly Madison

served it in 1812.

First Ice Cream Parlor In America - Origins Of English Name

The first ice cream parlor in America opened in New York City in 1776. American

colonists were the first to use the term "ice cream". The name came from the phrase

"iced cream" that was similar to "iced tea". The name was later abbreviated to "ice

cream" the name we know today.

METHODS AND TECHNOLOGY

Whoever invented the method of using ice mixed with salt to lower and control the

temperature of ice cream ingredients during its making provided a major breakthrough

in ice cream technology. Also important was the invention of the wooden bucket

freezer with rotary paddles improved ice cream's manufacture.

Augustus Jackson, a confectioner from Philadelphia, created new recipes for making

ice cream in 1832.

Nancy Johnson and William Young - Hand-Cranked Freezers

7
In 1846, Nancy Johnson patented a hand-cranked freezer that established the basic

method of making ice cream still used today. William Young patented the similar

"Johnson Patent Ice-Cream Freezer" in 1848.

Jacob Fussell - Commercial Production

In 1851, Jacob Fussell in Baltimore established the first large-scale commercial ice

cream plant. Alfred Cralle patented an ice cream mold and scooper used to serve on

February 2 1897.

Mechanical Refrigeration

The treat became both distributable and profitable with the introduction of mechanical

refrigeration. The ice cream shop or soda fountain has since become an icon of

American culture.

Continuous Process Freezer

Around 1926, the first commercially successful continuous process freezer for ice

cream was invented by Clarence Vogt.

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 CHAPTER-2

COMPANY PROFILE

9
ICE CREAM INDUSTRY IN INDIA

Ice cream industry occupies important place in India. It is one of the consumer goods

industries its products is important popular diet.

India is an agriculture-based country because of the large number of cattle and large

milk production most of the dairy and ice-cream industries has developed and India is

well ranked in the world.

Ice cream industry has brought magnificent change in the rural economy. It provides

employment to the marginal farmers.

It has an important role in employment generation and reducing the migration of

villagers towards the town and cities for live hood.

Today the competition in ice-cream of players like amul, Kwality walls , Naturals etc.

as ice cream has been a regular edible item the consumption of ice cream is more.

HISTORY AND BACKGROUND OF THE COMPANY

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 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. No, it was not a

case of “Brand Relocation”, or anything else as fanciful. He had to start the venture

10
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. That's a very very long way from a hand-cart.

Good Old Values, New Generation Leadership

Mr.Pradeep Chona, son of Late Shri Satish Chona, today heads the Havmor

conglomerate. He has continued his father's quality obsession and streak of

innovation.

To his father's motto - 'Achchai, Sachchai, Safai'. He added a suffix - “Navu Su Che?”

Now that is quite simple, but a powerful reason for taste innovation. In fact, that is not

even a corporate axiom. It is the question regular Havmor customers ask at frequent

intervals. Because they expect Havmor to keep pleasing their palates in new way,

always.

Mr.Pradeep Chona set off a series of Changes at Havmor - in technology, in quality &

hygiene standards, in management, in HRD and in the overall corporate environment.

This re-engineering was complemented by capacity expansions and a flurry of

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promotional activities, to maintain the company's market presence intact in

competitive times...

Sometime back, Ankit Chona, Mr.Pradeep Chona's son also joined the business after

completing his graduation from the United States. He has been a driving force in

expanding the Restaurant division as well as popularizing the Company owned Ice

Cream & Fast Food par lour’s known as HAV FUNN. He has brought a lot of

innovation and standardization in the business.

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 Amul

Type Cooperative society

Industry Dairy
FMCG
Founded 1946; 74 years ago

Founder Tribhuvandas Patel

Headquarters Anand, Gujarat, India

Area served Worldwide

Key people Rupinder Singh Sodhi

(managing director)[1]

Revenue ₹38,550
crore (US$5.4 billion) (2019-
20 [2])

Number of 1000 (Marketing Arm)

employees 3.6 million (Milk producing
members)[2]

Website www.amul.com/ 

13
Amul, is an Indian dairy cooperative society, based at Anand in the state of Gujarat.

[3] Formed in 1946, it is a cooperative brand managed by a cooperative body, the

Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is

jointly owned by 3.6 million milk producers in Gujarat.[4] Amul spurred India's

White Revolution, which made the country the world's largest producer of milk and

milk products.

Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar

Vallabhbhai Patel. As a result, Kaira District Milk Union Limited was born in 1946

(later renamed to Amul). Tribhuvandas became the founding chairman of the

organization and led it until his retirement in 70s. He hired Dr. Verghese Kurien in

1949. He convinced Dr. Kurien to stay and help with the mission.[citation needed]

Under the chairmanship of Tribhuvandas, Dr. Kurien was initially the general

manager and helped guide the technical and marketing efforts of Amul. Dr. Kurien

was the chairman of Amul briefly after Tribhuvandas Patel died in 1994.

Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is

credited with the success of Amul's marketing.[6] Amul has ventured into markets

overseas.[citation needed

Contents

1 History

2 UHT products and impact

3 Advertising

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4 In popular culture

5 See also

6 References

7 External links

History

The Amul plant at Anand, Gujarat showing the milk silos

Amul cooperative registered on 19 December 1946 as a response to the exploitation of

marginal milk producers by traders or agents of n the small city distances to deliver

milk, often went sour in summer, to Polson. The prices of milk were arbitrarily

determined. The government had given monopoly rights to Polson to collect milk

from Kaira and supply it to Mumbai city.

Angered by the unfair trade practices, the farmers of Kaira approached Sardar

Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel.

He advised them to form a cooperative (Kaira District Co-operative Milk Producers'

Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who

did the same but gave them low prices).[9] He sent Morarji Desai to organise the

farmers. In 1946, the milk farmers of the area went on a strike which led to the setting

up of the cooperative to collect and process milk. Milk collection was decentralized,

as most producers were marginal farmers who could deliver, at most, 1–2 litres of

milk per day. Cooperatives were formed for each village, too.[10] By June 1948, the

KDCMPUL had started pasteurizing milk for the 'Bombay Milk Scheme'. Under the

15
selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th

Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.

The cooperative was further developed and managed by Dr. Verghese Kurien with

H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for

the first time in the world) and a little later, with Kurien's help, making it on a

commercial scale, led to the first modern dairy of the cooperative at Anand, which

would compete against established players in the market.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon

spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other

districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up,

following the approach sometimes described as the Anand pattern.

In 1970, it spearheaded the White Revolution of India. To combine forces and expand

the market while saving on advertising and avoid competing against each other, the

Gujarat Co-operative Milk Marketing Federation Ltd., an apex marketing body of

these district cooperatives, was set up in 1973. The Kaira Union, which had the brand

name Amul with it since 1955, transferred it to GCMMF.

In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.

Technological developments at Amul have subsequently spread to other parts of India.

The GCMMF is the largest food products marketing organisation of India. It is the

apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing

16
organisation for products under the brand name of Amul and Sagar. Over the last five

and a half decades, dairy cooperatives in Gujarat have created an economic network

that links more than 3.1 million village milk products with millions of consumers in

India.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate

plant in Mogar, Anand near their headquarters.

UHT products and impact

Over the years, Amul has been witnessing growth in this portfolio, with the segment

growing at 53%. Long life UHT products for urban populations, like Amul Taaza,

which are packed in Tetra Pak cartons undergo UHT treatment to remove all harmful

micro-organisms while retaining the nutrition in the milk. Amul sells around 4,00,000-

5,00,000 litres of UHT milk and other value added products per day and forecasts this

demand to continue growing at 25%. The UHT products have enabled Amul to

position itself as the market leader in packaged milk segment without the need of

maintaining cold supply chains.

Advertising

In 1966, Amul hired Sylvester da Cunha, the managing director of the advertising

agency as to design an ad campaign for Amul Butter. DaCunha designed a campaign

as series of hoardings with topical ads, relating to day-to-day issues.[16] It was

popular and earned a Guinness World Record for the longest running ad campaign in

the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat

Dabholkar had been involved with sketching the Amul ads; the latter rejected the

17
trend of using celebrities in advertisement campaigns. Dabholkar credited chairman

Verghese Kurien with creating a free atmosphere that fostered the development of the

ads.

Despite encountering political pressure on several occasions, DaCunha's agency has

made it a policy of not backing down. Some of the more controversial Amul ads

include one commenting on the Naxalite uprising in West Bengal, on the Indian

Airlines employees strike, and one depicting the Amul girl wearing a Gandhi cap.[16]

In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom

of choice' died in '2013', in opposition to the Supreme Court of India overruling the

judgment of Delhi High Court and criminalising homosexuality again.

On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in

the topical ad titled "Thoroughbread". The ad showed a jockey holding a slice of bread

during the horse race season in 1966. The impish Amul girl had appeared for the first

time even before that, with Eustace Fernandez showed her offering bedtime prayers

with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul

butter".

Their Ad on Aagey Badhta Hai India had an excellent response from the audience. It

basically spoke about how their Milk is seen as a household product with catchy tune

associated to it. It has close to 2 Million views on YouTube.[20]

18
In popular culture

The establishment of Amul is known as White Revolution.

The White Revolution inspired the notable Indian film-maker Shyam Benegal to base

his film Manthan (1976) on it. The film was financed by over five lakh (half a million)

rural farmers in Gujarat who contributed Rs 2 each to its budget. Upon its release,

these farmers went in truckloads to watch 'their' film, making it a commercial success.

Manthan was chosen for the 1977 National Film Award for Best Feature Film in

Hindi.

PRODUCTION AND TRADE

The brand's only production facility is situated in Charkop, a suburb of Kandivali in

Mumbai, India. The company supplies to its own stores everyday, which is unique in

the Indian ice cream industry. The company spends less than 1% of its sales revenues

19
on advertising, relying instead upon brand recognition and word of mouth to attain

revenues.

PRODUCTS

Starting with around 10 flavours, today Amul Ice Cream has 125 flavour options, of

which 20 are offered throughout the year. The set of flavours change according to

seasons. Some of the seasonal flavors include litchi, fig, jackfruit, Muskmelon and

watermelon. A custard apple flavor is also purveyed by the brand.

AWARDS AND RECOGNITION

In 2006, the brand received Corporation Bank's National SME's Excellence Award in

the Food and Agro Industry. In February 2009, a Amul Ice Cream store located in the

Juhu Ville Parle Development scheme placed in the Limca Book of Records for the

largest ice cream slab, which weighed 3,000 kilograms. The brand was awarded as

Best in Customer Service - Regional Retailer Of the Year in 2013. In 2014 the brand

received the gold medal for most innovative ice cream flavour (cucumber) in the

Great Indian Ice Cream Contest. In 2016, Amul Ice Cream was awarded for home

grown concept in food service by Coca Cola Golden Spoon Awards and also received

IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert

Parlours category

CONSUMER BEHAVIOUR

All marketing starts with the consumer. So consumer is a very important person to a

marketer. Consumer decides what to purchase, for whom to purchase, why to

20
purchase, from where to purchase, and how much to purchase. In order to become a

successful marketer, he must know the liking or disliking of the customers. He must

also know the time and the quantity of goods and services, a consumer may purchase,

so that he may store the goods or provide the services according to the likings of the

consumers. Gone are the days when the concept of market was let the buyer’s beware

or when the market was mainly the seller’s market. Now the whole concept of

consumer’s sovereignty prevails. The manufacturers produce and the sellers sell

whatever the consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or

international. The decision we make concerning our consumption behavior affect the

demand for the basic raw materials, for the transportation, for the banking, for the

production; they effect the employment of workers and deployment of resources and

success of some industries and failures of others. Thus marketer must understand this.

Preference a concept in the social sciences, particularly economics. It assumes a real

or imagined "choice" between alternatives and the possibility of rank ordering of these

alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they

provide. More generally, it can be seen as a source of motivation. In cognitive

sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers

make buying decision, but also focuses on how and why consumers make choice of

the goods they buy and their evaluation of these goods after use. So for success of any

21
company or product promotion it is very necessary to depart its concentration towards

consumer preference.

PRODUCT PROFILE

Naturals ice cream division has always been a hot favorite with the people both inside

and outside the organization. In India, the name Naturals is synonymous with Ice

Cream. The Ice Cream industry in India today has a turnover of Rs. 15 billion [US$

330 million]. A quarter of this comes from the house of Naturals alone. But that’s no

surprise, considering that we have the largest range of Ice Creams in the country – 120

– plus flavors, in a variety of more than 250 packs and forms. The range includes

cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy

packs. Something for all tastes, preferences and budgets.

To make it convenient for our consumers to relish our complete range under one roof,

we have set up a chain of Happiness Parlors – ‘Ice Cream boutiques’ so to say. Hordes

of people flock to these parlors daily because they know that our products contain the

purest and creamiest milk, and the freshest and tastiest fruits and nuts.

Among our products are One Up Chocobar and King Cone – all-time favorites which

have today attained the generic status. Another hit is our Kulfi – traditional Indian

milk sweet. Some of our products are a combination with confectioneries.

Since our products are highly perishable, quick transport and proper storage are of

paramount importance. Hence our refrigeration equipment and deep freezes are

imported from companies, which are world leaders in their respective fields. To

ensure sufficient, timely and constant ice cream supply, we have a Cold Chain
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Network comprising three manufacturing plants [totaling a production capacity of

1.25 lakh litre per day], about 23 C&FA, more than 500 Distributors and over 40,000

Retailers.

AMUL INDIA LTD

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit

"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning

"priceless", are found in several Indian languages. Amul products have been in use in

millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,

Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

(Turnover: Rs. 67.11 billion in 2008-09). Today Amul is a symbol of many things. Of

high-quality products sold at reasonable prices. Of the genesis of a vast co-operative

network. Of the triumph of indigenous technology. Of the marketing savvy of a

farmers' organisation. And of a proven model for dairy development.

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KWALITY WALLS LTD

Kwality Ice Cream is the pioneer in the Indian ice-cream 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. Today, Kwality is not just a brand – it is the ice-cream associated with the

Indian summer; it’s 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 flavours, but also for their trusted quality and nutritious food value.

MOTHER DIARY LTD

Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the following products: Mother

Dairy markets dairy products like Liquid Milk, Ice Creams, Flavoured Milk, Dahi,

Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, UHT Milk, Dhara range

of edible oils and the Safal range of fresh Fruits & Vegetables, Frozen Vegetables and

Fruit Juices at a national level, through its sales and distribution networks, for

marketing food items. Mother Dairy milk (Bulk Vended Milk) is fortified with

vitamin A @2000 IU per litre of milk as a part of social accountability. This program

24
was started with the Mother Dairy, Delhi, since February 1980and there after Mother

Dairy is continuing this program on their own as a social responsibility without having

any financial assistance from the Government as well as since it is felt that BVM is

generally consumed by the middle / lower middle / poor strata of the society. It is also

found that the dietary practices adopted by these classes are deficient in Vitamin A.

Mother Dairy sources significant part of its requirement of liquid milk from dairy

cooperatives. Mother Dairy sources fruits and vegetables from farmers / growers

associations. Mother Dairy also contributes to the cause of oilseeds grower

cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to

nationally market all Dhara products.The company markets an array of fresh and

frozen fruit and vegetable products under the brand name SAFAL through a chain of

400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various

parts of the country. Fresh produce from the producers is handled at the Company’s

modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF

facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-

the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100

percent EOU, setup in 1996 at Mumbai supplies quality products in the international

market. With increasing demand another state-of-the-art fruit processing plant has

been set up at Bangalore with fruit handling capacity of around 250 MT per day.

BEN & JERRY LTD

Since 2003, Ben & Jerry's have been working on a sustainable Caring Dairy initiative,

which helps level out needs of the farmers and their cows, as well as the planet's

25
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 Fairtrade ingredients was

launched by Ben & Jerry's. 2007 saw the release of Vanilla Toffee Crunch, using

100% Fairtrade certified cocoa, sugar, and vanilla, and in 2008, Chunky Monkey was

guaranteed to be traded in accordance with international Fairtrade standards as well.

MTR PVT LTD

MTR Foods Private Limited is amongst the top five processed food manufacturers in

India. We manufacture, market and export a wide range of packaged foods to global

markets that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE,

Japan and Oman.

Starting with the legendary MTR restaurant in Bangalore, India’s silicon valley, we

now offer ''complete meal solutions'. Our wide range of products include ready-to-eat

26
curries and rice, ready-to-cook gravies, frozen foods, ice cream, instant snack and

dessert mixes, spices and a variety of accompaniments like pickles and papads.

Our deep understanding of culinary expectations and needs has resulted in many new

and innovative products. Our investments in infrastructure and technology ensure that

we can scale rapidly and bring

PLAYERS

• West 39%, North 28%, South 18% and East 15%

• Highly seasonal- Apr-Jun 47%, winter sharp fall

• Maximum promotional campaigns

• Takeaway and impulse (spot buying) segment

• Mothers Dairy 10 crore ad spend, 2000 TV spots

• National majors- Amul (39%), Walls (11%), Mother Dairy (10%), Vadilal

(9%), Baskin Robbins (3%)

• Regional majors- Pastonji & Dinshaw- Maharshtra, Havmor- Gujarat, Arun-

South, Nirula’s- North

• Metro majors- Natural, Gelato

• Price insensitive

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 AMUL

• 1996 Gujarat, 97 Mumbai, 98 Chennai, 02 National

• 2001- No 1 in India, now 39% NMS, 4X Walls

• 220 products (flavours, packs, SKU)

• Positioning- Real Milk. Real Ice Cream

• SKU- sticks, cones, cups, family packs, catering/institutional pack

• Competitive advantage- cost leader in milk, national cold chain

• Penetrative price + relentless promotion+ Amul brand equity

• 2007- Sugar free & ProLife Probiotic Wellness Ice Cream

• India’s largest food brand

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 WALLS

• Kwality- National leader, acquired by Walls (HUL)1995

• Kwality- in-depth knowledge of Indian market

• Unilever- largest global ice cream maker- $5bn

• Promoted as frozen desserts to be competitively priced, no milk

• Batterred by Amul on price & milk front

• The Global Scoop

• Unilever is the world's biggest ice cream manufacturer, with an annual turnover

of €5 billion

29
 VADILAL

• Focus on ice creams

• Gujarat based, local to national player

• Reasonable prices, exclusive ingredients, easily available

• Daily production capacity 1-lakh liters

• 200 products (flavours, candies, cones, cups, party and family packs and
bulk packs SKUs).

• Launch 1 new flavour every month

• NPL- low fat desserts

• Flavors- regular strawberry, vanilla, butterscotch and chocolate, + exotic

Fresh Fruit Fantasies, Nutty Delights and Romantic Ripples

30
 MOTHER DAIRY

• Mother Dairy growing @30%

• NDDB subsidiary, milk & curd major

• Focus on premium range of ice-cream Rs 170-210 for 1-litre tubs

• North, AP, Mumbai and Kolkata

• Own retails outlets, booths, carts and kiosks.

• Traditional flavours- Firdausi Kaju Kishmish, Zafrani Kesar Pista

and Shahi Meva Malai (mix of kheer and basundi flavours)

• NPL- vitamin C-enriched Lic Lolleez

• Penetrating distribution and cold chain

31
 SWEET AMBITIONS

• Now called ‘Our Times Ice Cream’ Pvt Ltd

• Stay focussed on ice creams

• 25 years to open 50 outlets, now opening 50 in 2010

• Penetrate most Indian cities

• Scale up factory from 4,500 to 20,000 sqf

• From 10,000 to 15,000L daily in 2010

• “Being a technical person, it is not very difficult for me to supervise such

an expansion, we are ready to take the next step forward.“

• NPL- Sugar-free kulfi ice creams

• Son Shrinivas joined the family business

32
TOP ‘N TOWN

33
CANDIES

Raspberry Dolly
Mango Dolly
Zulu Bar
Classic Chocobar
Kacchi Keri

SMALL CUPS

Vanilla
Plain Pista
Royal Gulab

JUMBO CUPS

Butter Scotch
Chocolate Chips
Lonavali
Pina Chips
Almond Carnival

BIG CUPS

Vanilla

34
 Cashew Treat
Cherry Berry
Butter Scotch
Pina Chips
Kaju Draksh
Kesar Pista

READY SUNDAES

Strawberry Sundae
Choco Sundae
Super Sundae
Chic Choc Sundae
Mango Sundae

SINGLE SUNDAE TUBS

Black Current
Caramel Crunch
Mocha Brownie Fudge

TOPO CONES

Ringo Bingo
Chic Choc
Butter Scotch
Chocolate
Raja Rani

35
NOVELTIES

Bon Bon
Bouncer Ball
Sandwich Ice Cream
Slice Cassata
Black Forest I/C Pastry

ROLL CUT

Malai Kulfi
American Nuts
Dry Fruit Katri
Sun Moon Star
Fifty Fifty

PREMIUM TUBS

Fruit Salad Ice Cream

Rose Petal Sancha
Kulfi Nut

PARTY PACKS
Raja Rani (Roll)
Swiss Cake
Mocha Brownie Fudge
Pan Ice Cream
Pudding Ice Cream (Tub)

36
 Kesar Malti
Kesar Ras Malai
Rich Coffee/Chocolate
Chocolate Chips
Raj Bhog

SUGAR FREE

BIG CUPS

Vanilla

BULK PACKS

Cashew Treat
Chocolate Chips
Raspberry Ripple
Pista Malai
Mocha Brownie Fudge
Pan Ice Cream

Pina Chips

PARTY PACKS

Vanilla

Strawberry

37
Chocolate

Anjir

CHAPTER-3

RESEARCH METHODOLOGY

38
According to Green and Tall “A research design is the specification of the methods

and procedures for acquiring the information needed. It is the overall operational

pattern or framework of the project that stipulates which information is to be

collected, from where it is to be collected and by what procedures”

This research process based on primary data analysis and secondary data analysis will

be clearly defined to meet the objectives of the study.

 I chose the primary sources to get the data. A questionnaire was designed in

accordance with our mentor in Ketchup. I chose a sample of about 30 corporate

customers

 I collected some data from the secondary sources like published Company

documents, internet etc.

RESEARCH DESIGN

“A research design is the arrangement of conditions for collections and analysis of

data in a manner that aims to combine relevance to the research purpose with

economy in procedures”. It is a descriptive cross sectional design .It is the conceptual

structure with in which research is conducted; it constitutes the blueprint for the

collection, measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the various research operations,

thereby making research as efficient as possible yielding maximal information with

minimal expenditure of effort, time and money.

39
 In the preliminary stage, my research stage constituted of exploratory study by

which it is clear that the existence of the problem is obvious .So, I can directly head

for the conclusive research.

SAMPLING PLAN

“Sampling plan” is a distinct phase of research process. In this stage I have to

determine who is to be sampled, how large should be the needed sample and how

sampling unit is to be selected.

Population

In my research, I have defined my population as a complete set of customers of Sagar

City.

SAMPLE SURVEY

As compared to census study, a sample study has been conducted by us because of:

 Wide range of population, it was impossible to cover the whole population

 Time and money constraints.

SAMPLE UNIT

In this survey I took the list of customers from the dealers of Ketchup

Sampling Technique

Sampling technique implies the method of choosing the sample items, the two

methods of selecting sample are:

40
  Probability method.

 Non-probability method.

“Probability method” is those in which every item of the universe has an equal chance

of the inclusion in the sample. “Non-probability methods” are those that do not

provide every item in the universe with known cause of being included in the sample.

The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I got the

data of the customers from the dealer of Ketchup.

Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This

questionnaire is structured and highly ordered. This includes both close ended and

open ended questions. The close ended questions included both dichotomous and

multiple choice questions.

41
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

42
 Market Share of
Ice Cream Industry

Others 19% Kwality Walls

Arun 6% 37%

Ben and
Jerry
6%
Amul
Vadilal 8%
13%
MTR
11%

43
 We have categorized schools in three segments which are as
following:

 Government schools

 Private schools

According to my survey I have following findings

ANALYSIS
1. How many different school categories in Indore?

Interpretation:
 According to my survey in my project coverage there are two categories
of schools Eg. government & private schools.

 In that categories there are 35% of the total schools are government &
rest 65% are private schools.

44
2). How many schools having canteen?

Interpretation:
45
 Out of the total number of schools surveyed 78% are not
having canteen and 22% are having the canteen within the
school campus.

2. In those canteens how many use AMUL product?

46
Interpretation:
 out of those 22 % of schools, which are having canteen, only 20% of the
canteens are having AMUL products , rest are not maintaining the range
of AMUL products.

3. Availability of AMUL product near by schools?

47
Interpretation:
This graph is giving the information about the availability of AMUL products at
the near by shops , This shows:

1) AMUL products are available at the 67% of the shops rest are not
keeping AMUL products in their shop.

4. AMUL vs. other brands products usage in schools and near by

area?

48
Interpretation:
This graph is giving the information about the usages of AMUL products at the
near by shops , This shows:

1) AMUL products are used in only 37% of the schools and by the people
near by schools. So that it can be interpreted that other brands are
having a strong market share in comparison with AMUL.

49
50
51
52
53
54
 SUGGESTION

 Prizes of Indian ice cream should be reduc.

 Innovation should also be brought in the ice cream of India and China.

 Marketing strategies should be made with the consideration of lower

class

 Indian Should adopted more technical ice cream in their range.

 China should increase size of the ice cream with more durability.

55
 FINDINGS
Marketing research is the collection and interpretation of data that help the

marketing management to get the products more efficiently in to the hands of

the consumers.

AMERICAN MARKETING ASSOCIATION DEFINES

Marketing research as systematic collection, recording, analysis, interpretation

and reporting of information about existing or potential markets marketing

strategies and tactics etc.Marketing research and market research should not be

confused. Market research is one of the market it self that is its size no. of

competitor active in it and their market share.

Market research can be used for estimating the market share but in reality there

may have to be eliminated because of certain factors. Market research is very

much significant in determining the market potential. One of the method used

by business marketers in determining the market potential is build up method.

In this method the first step is identify all the potential buyers in each market

and then to estimate their potential purchase. In the research undertaken the

potential buyers of DINSHAWS ICE-CREAM are various shopkeeper market

research has played an important role.

Thus marketing research can help the manufacturer and dealer in deciding his

potential market in the context of size of market any manufacturer or dealer

56
seeking a new market would be interested in getting this information because

this will help to decide whether or not it will be profitable to enter the market.

In this way research plays an important role firstly find out market share & how

to the increase the market share. To analyze the primary data and then decide

strategy for increase the market share.

any manufacturer or dealer seeking a new market would be interested in getting

this information because this will help to decide whether or not it will be

profitable to enter the market.

In this way research plays an important role firstly find out market share & how

to the increase the market share. To analyze the primary data and then decide

strategy for increase the market share.

SUGGESTIONS  & CONCLUSION

57
 REPRESENTATIVES 

o Visit at each and every retail shop.

o Regular visits every week should be there.

 RESEARCH/ SURVEY 

o    More emphasis on research and survey

o    Better understanding of market demand

o    More emphasis on product diversification

PROMOTIONAL ACTIVITIES 

 Promotional activities for sale should be increased.

 Promotional activities like posters, dangler, and hoardings should
be enhanced.
 T.V. advertisements should be increased.
 Local newspaper advertisement should be there i.e. advertisement in
Dainik Bhaskar, Nai Duniya, etc. 

SERVICES 

o Damaged product should be taken care of efficiently and seriously.

o Machine & Refrigerator must be provided to the retailers.

CONCLUSION

58
The Indian ice cream factory is growing at an average rate of 20%and is now convinced
with the fact that it needs to investin:-

 Technology,
 Marketing,
 Safety aspects,
 Tooling and brand building, if they want to grow further.
 European quality at Chinese cost is the formula forgrowth.

Prizes of China ice cream should be lower down. Innovation should

also be brought in the ice cream of India and China. China should
increase size of the ice cream with more durability.

BIBLIOGRAPHY 

59
        Books:- 

o Kotler Philip “Marketing Management” prentice Hall of India Pvt.

Ltd. New Delhi,1999

o Kothari, CR “Research Methodology” vishwa publication, New

Delhi, 2001.

 Websites:- 

o www.yellowpages.webindia123.com

o www.geetanjaligroup.com

o www.geetanjalijewelers.in.com

o www.smpsahd.com/smps3d/geetanjali.htm

o www.wikipedia.com

QUESTIONNAIRE

60
1. Word of mouth publicity (buzz) made them popular, would advertising help
penetrate deeper and wider

2. Traditional ice cream making method made them acceptable, would expanding
scale and scope affect quality and consistency

3. Would exclusive outlet franchising be a hurdle to deeper penetration, are they

missing out on MBOs

4. Should they leverage popularity at high footfall places- malls, multiplexes,

railway stations and airports- through ‘bare’ formats

5. Tapping the Indian diaspora in UAE, UK & US?

APPENDIX

61
1) Name:-

2) Occupation:-

1. Office/service 2. Students 3. Business 4. Housewife

3) Are you aware of Amul’s ice-cream Products?

Yes□ No □

Shomnath et al., International Journal of Advance Research in Computer Science and

Management Studies

Volume 3, Issue 5, May 2015 pg. 51-60

© 2015, IJARCSMS All Rights Reserved ISSN: 2321-7782 (Online) 60 | P a g e

4) If yes, how do you come to know about this product?

Advertisement □ Friends □ Retailers □ Relative/Associate Any other source (Specify)

5) Are you having Amul ice-cream?

Yes No I have used in the past

6) If you are a lover of Amul ice-creams, how long have you been buying it?

Below 6 months □ 0-1 year □ 1-2 year □

7) Do you think the advertisement of Amul ice-creams has a major influence in your buying
decision?

Yes□ No □

8) If you were a customer of Amul ice-creams, please mention the reason behind Valvoline
Products which forced you to switch

to the other brand?

None availability High Price Low quality Other

9) If you are not a current customer of Valvoline Products, what products you used?

Kwality (HUL) Vadilal Cream ball Other

62
10) Please rate the following factors (Strongly agree-5, Agree-4, Neutral-3, Disagree-2,
Strongly Disgree-1) Factors which

influence your purchase decision:

S.No. Factor Rate

1) Price of the Ice-cream

2) Flavour & Colour - Variety

3) Availability of the product

4) Varied Format & Pack size

5) Brand name of the Company

6) Advertisement & Sales promotion activities

11) How much satisfied are you with Amul ice-creams compared with the others ice-cream
brands available in the market?

Highly satisfied □ Satisfied □ Neutral □ Dissatisfied □ Highly Dissatisfied □

12) On a scale of 1 to 10 (10 being the highest), how likely is it that you will recommend
Amul ice-creams to your

friends/family?

63