To Study The Consumption Pattern of Qwality Walls

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AN

ANALYTICAL STUDY OF KWALITY

WALLS CONSUMPTION PATTERN IN

RANCHI CITY, DORANDA

SUBMITTED TO:

PROF. KRUPA SHAH

SUBMITTED BY

DEBOPRIYO MUKHERJEE

ROLL NO:M2- 34

CHETANA INSTITUTE OFMANAGEMENT AND RESEARCH


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CERTIFICATE

This is to certify that the study presented by Debopriyo Mukherjee to Chetnas

Institute of Management & Research, in part completion of the PGDM under the title

An Analytical Study of Kwality Walls Consumption Pattern in Ranchi Cityhas been

done under the guidance ofProf. Krupa Shah. The project is in the nature of original

work that has not so far been submitted for any diploma of Chetanas Institute of

Management & Research or any other University/ Institute Reference of work and the

related source of information have been given at the end of each chapter.

SIGNATURE OF THE GUIDE

PROF. KRUPA SHAH


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DECLARATION

This is to declare that the study presented by me to Chetanas Institute ofManagement and Research, in part completion of the PGDM under the title AN

ANALYTICAL STUDY OF KWALITY WALLS CONSUMPTION PATTERN IN RANCHI

CITY, DORANDA

DEBOPRIYO MUKHERJEE


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ACKNOWLEDGEMENT

Exchange of ideas generates a new object to work in a better way. Whenever aperson is helped and co-operated by other, his heart is bound to pay gratitudeand obligation to them. I am honored to be attached with prestigiousorganization. I extend my sincere gratitude to the management of CHETANASINSTITUTE OF MANAGEMENT AND RESEARCH for availing me and giving mean opportunity to work with them and assisting me in my project wheneverrequired.

I thank PROF. KRUPA SHAH, who spared her valuable time and gave meopportunity to work and undertake this project and guided me throughout thisproject. I would like to express my sincere gratitude for providing me theopportunity to work and learn with her and with indispensable help andguidance throughout this project and for inspiring me to strive to achieve thebest in difficult situations.

DEBOPRIYO MUKHERJEEChetanas Institute of Management & Research


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TABLE OF CONTENTS

TOPICS PAGE NO.

EXECUTIVE SUMMARY 6

ICE-CREAM INDUSTRY INDIA 7-8

INTRODUCTION OF THE COMPANY 9-11

ABOUT QUALITY WALLS 12-15

PRODUCT,SWOT ANALYSIS & COPETITORS OFKWALITY WALLS

16-20

LITERATURE REVIEW 21-23

RESEARCH METHODOLOGY & OBJECTIVES 24-25

PRIMARY DATA ANALYSIS26-37

CONCLUSION,FINDINGS & LIMITATIONS 38-39

RECOMMENDATIONS 40

BIBLIOGRAPHY 41

APPENDIX42

QUESTIONNAIRE 42-46


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EXECUTIVE SUMMARYThe project was undertaken with the objectives to determine the degree of

awareness of Kwality Walls ice-cream and to know the most preferred brands

in the ice-cream segment. The project also demanded to understand customers

perspective towards Kwality Walls. In addition to this the research tried to find

out the preferences of consumers towards other brands. The study wasconducted in the city of Ranchi, which covers Doranda.

HUL is also looking to tap the rural sector so they are also taking into

consideration the needs and wants of the people there. They are also studying

the consumption habits of the rural people, like most of them are daily wage

earners, they are studying the buying patterns of them as well. India has good

potential market for the ice-cream industry. Taste and price are the two main

attributes that people feel important for purchase of ice-cream. Finally as HUL

has been able to create awareness of Kwality Walls but it is more important to

convert those competitors customers into its own customers.


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ICE-CREAM INDUSTRY INDIA

Looking at some industry facts first. In 2011, the global market of ice creamswas pegged at $61.6 billion in terms of retail value or 15 billion liters in termsof 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 toIndia, the Indian ice cream industry is currently estimated to be worth Rs.2,000 crores, growing at a rate of approximately 12%. RS Sodhi, Chief GeneralManager of Gujarat Co-operative Milk Marketing (GCMMF), the makers ofAmul, explains, The ice cream market in India can be divided into: thebranded market and the grey market. The branded market at present is 100million liters per annum valued at Rs. 800 crores. The grey market consists ofsmall local players and cottage industry players. In 2010-11, in the brandedice cream market, Amul held the number one spot, with a market share or38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at8%. Despite a decent growth rate, the ice cream industry faces the challenge of

low per capita consumption.

Though India has a low per capita ice cream consumption of 300 ml perannum, the trend is slowly changing due to a number of reasons. DAREexplores the dynamics of the business.

Indian summers are synonymous with ice creams. Come summers, and youwill see a number of colorful pushcarts selling the choicest of ice creams innumerous flavors from the traditional vanilla and chocolate to unusualvarieties like Mother Diarys Shahi Nazrana. If that doesnt baffle you then theice cream range definitely would, for example the ice cream range for the

children would be entirely different from that for the teenagers or for thatmatter adults. Or, for those who like to have ice cream in peace, there are anumber of ice cream parlors that are opening shop.

But did you know that a 100 ml scoop of your favorite ice cream that youordered may contain upto 50% air! This makes the business a highly profitableventure to get into sometimes, the profits can go upto 100%! However, thereare several challenges to this business as well.

The per capita consumption of ice creams in India is just 300 ml per annum,compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden.

India is a way too far behind even in terms of the world average per capita icecream consumption of 2.3 liters per annum. This when India is a country withhot climate with a young population. Pankaj Chaturvedi, Executive Director ofBaskin Robins, explains Indian cuisine has a huge range of desserts in itsmix. Ice cream always competes against these for attention. Besides desserts,ice cream also vies for attention with other like foods for example in summerswith cold drinks, coffee, juice, etc.


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INTRODUCTION

Background of the Organization

Hindustan Unilever Limited (HUL) is India's largest Fast Moving ConsumerGoods Company, touching the lives of two out of three Indians with over 20distinct categories in Home & Personal Care Products and Foods & Beverages.The companys Turnover is Rs. 17,523 crores (for the financial year 2011 -2012)HUL is a subsidiary of Unilever, one of the worlds leading suppliers offast moving consumer goods with strong local roots in more than 100 countriesacross the globe with annual sales of about 40 billion in 2009 Unilever hasabout 52% shareholding in HUL.

Hindustan Unilever was recently rated among the top four companies globallyin the list of Global Top Companies for Leaders by a study sponsored by

Hewitt Associates, in partnership with Fortune magazine and the RBL Group.The company was ranked number one in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over1,400 managers, is to help people feel good, look good and get more out of lifewith brands and services that are good for them and good for others. It is amission HUL shares with its parent company, Unilever, which holds about 52% of the equity.

HUL at a glance

Hindustan Unilever Limited (HUL) is India's largest fast moving consumergoods company, with leadership in Home & Personal Care Products and Foods& Beverages.

HUL's brands touch the lives of two out of three Indians. They endow thecompany with turnover of Rs.17,523 crores (for the 12 month period April 1,2011 to March 31, 2012).

Our vision

Unilever products touch the lives of over 2 billion people every day whetherthat's through feeling great because they've got shiny hair and a brilliant smile,keeping their homes fresh and clean, or by enjoying a great cup of tea,satisfying meal or healthy snack.


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the entire HUL family towards achieving new heights of business success whilebenefiting India through our strategy of doing well by doing good.

Our goal

Our goal is to build capability of our people so as to enable them to growmarkets with innovative solutions and make a difference to India and create acompetitive, profitable and sustainable business.

Our approach

Our biggest asset is our people and they are the central pillar that supports ourgrowth agenda. We nurture, care and drive our people to fulfill their optimalpotential. We enable them to develop new skills to stay on top of the successcurve. The key action areas are:

Build capabilities of our people Ensure employee health and safety Instilling values

Our Processes

Our processes are the key to how we carry out our business. Across the valuechain our operations impact the society and the environment. Our processesenable us to ensure that we carry out our business in a sustainable andresponsible manner at every stage.


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KWALITY WALLS

The twentieth century saw an explosion of sorts in the popularity of ice creamowing to availability of cheap refrigeration. Italian confectioners made Gelato,

their own form of Ice Cream, which became immensely famous due its textureand lightness. During the St. Louis Worlds Fair in 1904, cones were used forthe first time to serve Ice Cream.

A chemical research team in Britain came up with the soft ice cream, whichhad more air in it. It became immensely popular because of its creamy yet lighttexture. Today, it is popularly known as the Softy ice cream. In the 1980s, theolder, thicker ice creams made a comeback and were referred to as PremiumIce Creams.

We believe that people need small moments of pleasure in their lives. Ourpassion is inspired by our love for simple ingredients like milk, fruit andchocolate, which make our products the best The Pleasure Food there is. TheIndian Scoop Kwallity Walls was launched in 1995 as Hindustan Unilever Ltds. master brand for ice creams. With in-depth knowledge of the Indian marketand Unilevers state-of-the-art technology, Kwallity Walls has been deliveringsuperior quality products under its international brands. Hindustan Unileverstarted by merging 6 existing ice cream brands in the country and thenlaunched Kwallity Walls range of ice creams and frozen desserts.

The Global Scoop

Unilever is the world's biggest ice cream manufacturer, with an annualturnover of 5 billion

Heartbrand products are sold in more than 40 countries. The Heartbrandoperates under different names in different markets (Wall's in the UK and mostparts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola inthe Netherlands) We believe that people need small moments of pleasure intheir lives. Our passion is inspired by our love for simple ingredients like milk,

fruit and chocolate, which make our products the best Pleasure Food there is.In a world of stress, denial, restraint and 'less is more', providing moments ofdaily pleasure is still really important for our customers and their families.Moreover, we take great pride in believing that we are, in a way responsible forputting that smile on the consumer's face. Taste the fun side of life.Mention icecream and most people think of the Heartbrand. The brand with the big redheart logo is behind many much-loved ice cream classics - from indulgent


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treats like Magnum and Cornetto, to the refreshing fruit tastes of Solero andfamily favourites like Viennetta.

Making you happy Few foods are guaranteed to put a smile on people's faceslike ice cream. Butwhile ice cream should always be fun, we've an ever-growing

range of lower fat, lower sugar products. Heartbrand now provides lighterversions for those watching the calories and smaller sizes for smaller appetites,as well old favourites - there's something for everyone.

Ice Cream makes you happy - its official!A study carried out using FMRI brain scanners showed that eating Wall's hadan immediate effect on the part of the brain that is activated when someone isreally enjoying themselves - The pleasure areas . So we now have scientificevidence to prove what we all already knew, that ice cream really does makeyou happy!

Kwality Wall's : Pleasure Up

Kwality Wall's is one of the major brands in the Indian icecream industry. Thebrand Kwality icecreams which was one of the first icecream brand of Indiacame in into existance in 1940. In 1956, the brand which was a local brandbegan to spread its wings. In 1995, Kwality Icecreams came into HLL's fold andis now marketed as KwalityWall's.

The Indian icecream market is estimated to be around Rs 1500-2000 crorewith the organised market hovering around 600 crore. Kwality Wall's had amarket share of around 40% of this segment. Although HLL and Amul isclaiming leadership in the Indian Icecream market, the fact is that the marketis highly fragmented and increasingly commoditised.

Amul entered the icecream market with a low price that changed the entiredynamics of the game. Kwality Wall's could not sustain the price competitionand withdrew from the mass market. This has resulted in Amul gaining themarket leadership position with around 27 % and Kwality walls reduced itselfas a premium player. ( the market share figures are terribly confusing ).With so many players in the market with little differentiation, the market isfacing the issue of commoditisation. Flavour,taste, quality and Branding are

the major differentiation opportunities in this industry. Flavour and productvarieties were the route taken by major players. But flavours/varieties can beeasily replicated by the competitors. Hence the only meaningful differentiationcould be the brand. Kwality Wall's has some of the blockbuster productvarieties up in its fold like the Cornetto, Feast, Viennetta. But could notsustain because the same was imitated by the competitors.Cornetto became ageneric name but HLL could not capitalise on that popularity.Amul took the life


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out of Kwality by positioning itself as " The Real Icecream" since Kwality ismainly made of vegetable oils.

Kwality Wall'sis a major producer and distributor of ice cream and otherdessert products in India, Pakistan, Sri Lanka, Malaysia and Singapore. It is acompany of Hindustan Lever Limited, the arm of Unilever in India, and is anextension of the Wall's ice cream brand of Great Britain.Kwality, the originalIndian company, was founded in 1956, and was the first in the region to importmachinery for the mass production and sale of ice cream on a commercialscale. In 1995, in view of the growth potential of the frozen confections market,Kwality entered into an agreement with Lever, and has since been known by itscurrent umbrella name. At the same time, other brands acquired by HindustanLever, such as Gaylord-Milkfood, were phased out in favour of promoting theKwality Wall's brand. This arrangement allows for local production and sale ofWall's products that are popular in its home market, such as the Cornetto

cone, and to create local variations on others, such as the Feast Jaljeera Blast.

There are over 300 Kwality Parlours in India, which capture consumers withtheir delightful range of ice cream flavors and sundaes. These Parlours attemptto capture on the move and out and about consumer trends and hence areeither exclusive Parlours in colonies/ residential markets or kiosks atmultiplexes, mass malls, etc.

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturingindustry 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; 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 flavours, but also for their trusted

quality and nutritious food value.

Kwality Walls, the brand with a big heart, offers a range of delightful frozendesserts that bring smiles to the faces of millions of Indians kids, teens and


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adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop,Selection & our award winning parlour concept, Swirls.

In a world of stress, denial and restraint, providing moments of daily pleasureto consumers, through our delightfully delicious products, is our passion. We

believe in spreading happiness and smiles through every cone, cup, stick andtub we sell. Our biggest satisfaction comes from the look of bliss and happinessof our consumers faces, as they devour our products.

Our passion is inspired by our love for simple ingredients like Milk, Fruit andChocolate, which make our products the best Pleasure Food there is.

Mention ice cream, and most people in India think of Kwality Walls and thebig heart. The brand with the big heart logo is behind many much-loved icecream classics - from indulgent treats like Cornetto & Feast (for teens andyoung adults), to Moo & Paddle Pop (for kids), to family favourites like our

Selection range of Red Tubs, Italian Gelato and Viennetta.


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PRODUCTS OF KWALITY WALLS

1. FEAST Chocobar Chocolate Fruit & nut

2. CORNETTO Strawberry tease cake Black forest flirt

3. SELECTION Black forest Dutch choconut Fruit & nut Mocha brownie fudge Strawberry currantTiramisu Nochiola

4. MOO Sandwich multi pack and stick

5. PADDLE POP Fun mango and jelly burst


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SWOT ANALYSIS

STRENGTH:

1) Adequate availability of raw materials.

2) High consumer retention rate.

3) Reasonable price- it provides a competitive advantage to the company.

4) Natural product.

5) Brand loyalty among the general consumer.

WEAKNESS:

1) Seasonal availability of food which required as raw material.2) Late entry into the market3) Financial resources are very limited.4) Lack of proper marketing network.

OPPORTUNITY:

1) Participation with a growing industry.

2) Wellness awareness amongst consumer.

3) Proper utilization of available resources to decrease the per unit cost.

4) Growing demand for milk & milk product.

THREATS:

1) Cut throat competition- A number of hard core competitors are present inthe market (like Amul , Vadilal, Robbins & Baskins , Nestle, Mother Dairy,etc). It is concern for the company as there are wide array of brand ofcompetitors

2) Scarcity of raw material.


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COMPETITORS

AMUL THE TASTE OF INDIA

AMUL ICE-CREAM

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

consisted of impulse products like sticks, cones, cups as well as take home

packs and institutional/catering packs. Amul ice cream was launched on the

platform of Real Milk. Real Ice Cream given that it is a milk company and the

holesomeness of its products gives it a competitive advantage.

Today the market share of Amul ice cream is 38% share against the 9% market

share of HLL, thus making it 4 times larger than its closest competitor.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. Amul has got 70000 retail

outlets for its icecream brands in India and it is planning to extend its

distribution network by further adding 15000 retail outlets in India. During

summer Amul plan to promote their brands through preferred outlets Amul

Parlors and Amul Scooping Parlors across the country. Amul has got 5000

Amul parlors and 400 scooping parlors in India. However it is planning to add

2000 Amul Parlors and 500 Amul Scooping Parlors this summer.

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.


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MOTHER DAIRY ICE-CREAM

In 1996 Mother Dairy came up with its ice-creams. Mother Dairy ice creams

are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata,

Punjab, Rajasthan, UP & Uttaranchal. Next year, it plans to go south to

Hyderabad and Bangalore. With India's per capita consumption of ice-cream -

at 200 ml - being among the lowest in the world, opportunity for ice-cream

marketers is abundant. And mother dairy is all geared up to take advantages of

the opportunities ahead. Mother dairy has a huge variety of ice- creams in its

portfolio, from impulse to take away to gallons. The range will be available at

Mother Dairy booths, retail outlets and push carts. In the ice-cream business

their major competitors are Amul, Kwality Walls, Cream bell and Vadilal.

Among these Amul, Kwality Walls are giving neck to neck competition to

mother dairy.But to stay ahead of the competition require special effort. Mother

dairy ice-creams strategy of product differentiation is value created through

quality of the offerings as well as innovations in products. And this is backed

by a relevant marketing and promotion campaigns. At present company claims

65 per cent market share in the ice creams market in Delhi and the National

Capital Region. A harsh summer, a keenly contested battle, and a pampered

consumer. It can't get hotter than that for the ice cream industry

PRODUCTS

Bars & Cones

1. Mega Bar 5. Choco Vanilla

2. Chocolate Treat 6. High On Coffee

3. Choco Bliss 7. Mini Choco Bliss

4. Butterscotch


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VADILAL

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

and outside the organization. In India, the name Vadilal 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 Vadilal alone. But thats 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 OneUp 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. Vadilal has two ultra

modern ice-cream manufacturing plants - one at village Pundhra, Gujarat and another

at Bareilly, U.P. Both plants are ISO: 9001:2000 and HACCP Certified. Certification of

Bareilly plant is done by BIS and Pundhra plant is done by BVQI under the latest

regulations of food safety system, September 2002.We have integrated backward by

making biscuit-cones and paper cups; and forward, by fabricating deep freezers and

refrigerated vehicles. These help us to serve our distributors, some of whom are

situated over a thousand miles away. In days to come, we plan to further expand ourmanufacturing facilities to meet the growing demand of Ice Creams.

PRODUCTS

CUPS

CANDIES

KULFIS

CONES

NOVELTIES

PARTY PACK

BULK PACK


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LITERATURE REVIEW

ICE CREAM DEFINED

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 atleast 20% total milk solids, safe and suitable sweeteners and optionalstabilizing, flavoring and dairy derived ingredients

Reduced Fat Ice Cream is made with 25% less fat than the referenced icecream

Light or Lite Ice Cream is made with 50% less fat or 1/3 fewer calories thanreferenced ice cream, provided that in the case of caloric reduction, less than50% of the calories are derived from fat

Low fat Ice Cream contains not more than 3 grams of fat per serving

Nonfat / Fat Free Ice Creamcontains less than 0.5 grams of fat per serving

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-dairyproduct with relatively high sugar content. It generally contains fruit, fruitpuree or fruit juice. Exotic flavors are often used and citric acid may be addedto enhance the taste


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The Ice Cream Business

The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due tostrengthening of distribution network and cold chain infrastructure. Channels

such as Mobile Vending Units have been increasing year on year to reach outto a larger set of consumers. Besides, consumers also have the choice of tryingout varied product offerings from different brands to keep them excited, PaulThachil, CEO Dairy & Foods, Mother Dairy Fruit & Vegetable.

What exactly is defined as ice cream under the guidelines? The Prevention ofFood Adulteration (PFA) Rules, 1955 define ice cream as a frozen product thatcontains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5%permitted stabilizer and emulsifier. Players who deviate from these normstactfully call their product "frozen dessert. However, it is illegal to sell icecream which have contents below these specified standards.

The Challenges

There are several challenges that affect the industry adversely. As mentionedearlier, the industry players not only face competition from their competitors,but also from other like foods. Though changing, consumers still consider icecream as a dessert and a side item. Sharing his experience, Sidharth Jaiswal ofJoos, a juice bar chain, says, We had introduced ice creams on anexperimental basis in our juice outlets in Ahmadabad. We observed thatconsumers ordered ice creams as a side item or only when they wereaccompanied by children. We eventually decided not to move ahead with it.Moreover, of the ice cream consumption in India, nearly 60% is accounted toby three flavors of vanilla, strawberry and chocolate. And to be on the saferside, major players tend play around these flavors only. For big players,regional competition from smaller players is another major issue.

Another major problem faced by the industry players, especially while

expansion, is poor infrastructure such lack of cold storage and in case of ruralpenetration, even erratic power supply becomes an issue. This is especiallytrue for big players. Manish Vithalani says, Besides the presence of otherplayers, another hurdle is the the high rent charged for floor space, especiallyin malls. This also becomes a problem when we try to expand.

Today ice creams are equally popular among children and grown-ups. Eatingice creams have become an occasion for celebration. In India alone, the


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organised ice cream industry has a turnover of around Rs. 1000 Cr. and themarket is witnessing a booming growth rate of 12-15% annually.

Per capita consumption of ice creams in India is around 250 ml compared to23 litres in the US, 18 litres in Australia, 14 litres in Sweden and 800 ml even

in neighbouring Pakistan. This presents a huge opportunity for organisedplayers in the ice cream industry.

BRANDED ICE-CREAM SECTOR

The branded ice-cream sector is set to witness rising temperature as HindustanUnilever Ltd (HUL) and Gujarat Cooperative Milk Marketing Federation Ltd(GCMFL) fight it out for visibility and reach. To sustain its competitive edge,Amul (with 36% market share) is extending its distribution network by adding

15,000 retail outlets. Amul has around 70,000 retail outlets for its ice creambrands in India. Rival HUL (makers of Kwality Walls) is investing in increasingavailability and visibility for its products in key markets in top 23 cities acrossthe country. "Our business strategy is focused on driving growth in the key icecream markets in India with long-term growth potential, said a HULspokesperson. Kwality Walls is available at over 35,000 outlets across top 23cities in the country, including exclusive parlours.

"A very strategic and key part of the business is the vending operation, whichhas been a key driver of availability and growth," added the HUL spokesperson.

The Rs 1300-crore branded ice cream sector is currently growing at 15% ayear. Amul Ice Cream faces stiff competition from Kwality Walls, Mother Dairyand other regional brands With increasing competition, this sector is expectedto register around 20 % growth this year, said a Mumbai-based analyst.

To take on Amul , HUL is sharpening its focus on new launches and islaunching high-voltage television campaigns to woo consumers. "In 2010, wehave launched over 10 new products to meet diverse needs of consumers. Ourfrozen Desserts/Ice Cream business has been growing well, with the five-yearcompounded annual growth rate for the business at a healthy 21%," said HULspokesperson. Like Amul, Kwality Walls has also been aggressively growing its

Out-of-Home foot print through ice cream parlours. The company has 300 icecream parlours and 100 Swirls parlours across the country. Analysts say thatper capita consumption of ice cream in India is around 250 ml compared with23 litre in the US, 18 litre in Australia, 14 litre in Sweden and 800 ml inPakistan.


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RESEARCH METHODOLOGY

RESEARCH DESIGN

The research is based on DESCRIPTIVE STUDY and I have used CONVINENCESAMPLING TECHNIQUE to serve the purpose..

SAMPLING UNIT: -College students, Working Professional

SURVEY:The survey was carried out in Doranda, Ranchi.

SAMPLE SIZE: A sample of 65 was taken which included youth and adult.

Data Collection Sources

a.Primary Data Primary data was collected .by the survey method. Therespondents were personally interviewed with the help of a structured

questionnaire.

b. Secondary Data - Secondary Data was collected from Magazines, Journals,Newspapers, and Internet etc.

RESEARCH APPROACH: SURVEY

A survey is a research technique used to gather information from a sample ofrespondents by employing a questionnaire. Normally surveys are carried out to

obtain primary data.

DATA COLLECTION INSTRUMENT

Structured Questionnaire (Non-Disguised Questions)

A questionnaire is a set of structures questions to be asked from respondents

in a particular order with appropriate instructions. A questionnaire serves four

functions enables data collection from respondents, lends a structure to

interviews, provides standard means for writing down answers and help in

processing the data collected.


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PRIM

GEN

37% ar

AGE

9% bel

RY DA

ER

e female

ng from

A ANA

hile 63%

he age gr

YSIS

are male

up 31 to 0 while 1% belong from 21 30

26


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27

CONSUMPTION OF ICE-CREAM

All the respondents consume ice-cream

CONSUMPTION OF ICE-CREAM BRANDS

27% of respondents consume Kwality Walls while 26% respondents consumeAmul and Robbins & Baskins.

100%

00%

20%

40%

60%

80%

100%

120%

YES NO

27%

9%

26%

26%

KWALITYWALLSDINSHAWS

AMUL

ROBBINS&BASKINS


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28

AWARENESS OF KWALITY WALLS

All the respondents were aware of Kwality Walls Ice-cream

BRAND WITH BEST TEST

44% Respondents say that Roobins & Baskins has got the best test in ice-cream segment while 27% respondents prefer Kwality Walls.

100%

0%0%

20%

40%

60%

80%

100%

120%

YES NO

27%

18%

9%

44%

KWALITYWALLS

AMUL

DINSHAW

ROBBINS&BASKINS


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BEST PRICED BRAND

71% respondents say that Amul is the best priced brand while 9% respondentssay Kwality Walls is the best priced brand.

BRAND WITH BEST QUANTITY

37% respondents believe that Kwality Walls has got best quantity as a brand followed by

Dinshaw and AMUL.

9%

71%

18%

0%

KWALITYWALLS

AMUL

DINSHAW

ROBBINS&BASKINS

37%

21%

26%

6%

10%

KWALITYWALLS

AMUL

DINSHAW

ROBBINS&BASKINS

MOTHERDAIRY


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30

BRAND WITH BEST AVAILABILITY

45% respondents said that Amul is available always and everywhere while 6% respondents

believe that kwality walls is available everywhere

BRAND WITH BEST OFFERS

45% respondents said that Kwality Walls has the best offers

6%

45%

9%

35% KWALITYWALLS

AMUL

DINSHAW

ROBBINS&BASKINS

45%

18%

18%

8%

9%

KWALITYWALLS

AMUL

DINSHAW

ROBBINS&BASKINS

MOTHERDAIRY


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32

CONSUMPTION OF ICE-CREAM IN A DAY

62% respondents consume ice-cram during night while 18% consume duringnoon and evening

CONSUMPTION OF ICE-CREAM

43% respondents consume ice-cream at ice-cream parlours while 26%consume at a restaurants and 23% consume at retail outlets.

0%

18%

18%

62%

MORNING

NOON

EVENING

NIGHT

8%

23%

26%

43%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

PROVISIONALSTORES

RETAILOUTLETS

RESTAURANTS

ICECREAMPARLOURS


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33

KWALITY WALLS PREFERENCE

82% respondents prefer Kwality Walls

RECOMMENDATION OF KWALITY WALLS

67% respondents said that they would recommend Kwality Walls

67%

23%

YES

NO

82%

18%

YES

NO


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34

REASONS FOR NOT LIKING

37% respondents said that they dont like taste while 34% dont like the price.

KWALITY WALLS TASTE

42% respondents said that Kwality Walls is a good brand while 29% said neither good nor bad

37%

17%

34%

3%

7%

2%

TASTE

QUALITY

PRICE

AVAILABILITY

FLAVOURS

HEALTHYINGREDIENTS

9%

42%

29%

18%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

VERYGOOD

GOOD

NEITHERGOODNORBAD

BAD

VERYBAD


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35

KWALITY WALLS PRICING

37% respondents said that Kwality Walls pricing is neither good nor bad and31% said bad about Kwality Walls pricing

AVAILABILITY OF KWALITY WALLS ICE-CREAM

46% respondents believed that kwality Walls supply chain is bad where as 37% believed it as

neither good nor bad

21%

7%

37%

31%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40%

GOOD

VERYGOOD

NEITHERGOODNORBAD

BAD

VERYBAD

2%

1%

37%

46%

14%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

GOOD

VERYGOOD

NEITHERGOODNORBAD

BAD

BERYBAD


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36

QUANTITY OF KWALITY WALLS ICE-CREAM

31% respondents believed that quantity is very good while 30% believed as neithergood nor bad

OFFERS OF KWALITY WALLS

44% respondents believed that offers given by Kwality Walls are very good,whereas27% believed as neither good nor bad

23%

31%

30%

10%

6%

0% 5% 10% 15% 20% 25% 30% 35%

GOOD

VERYGOOD

NEITHERGOODNORBAD

BAD

VERYBAD

17%

44%

27%

9%

3%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

GOOD

VERYGOOD

NEITHERGOODNORBAD

BAD

VERYBAD


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37

HEALTHY INGREDIENTS IN KWALITY WALLS

36% respondents believed that kwality Walls healthy ingredient contents is neither good nor bad

MOST IMPORTANT FACTOR THAT AFFECTS BUYING DECISION

39% respondents believed that taste is the most important factor followed byprice that affects buying behaviour

27%

20%

36%

10%

7%

0% 5% 10% 15% 20% 25% 30% 35% 40%

GOOD

VERYGOOD

NEITHERGOODNORBAD

BAD

VERYBAD

39%

34%

7%

2%

8%

1%

0%

0%8%

1%

0%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

TASTE

PRICE

SCHEME/OFFER

AVAILABILITY

VARIETY

QUANTITY

HEALTHYINGREDIENTS

BRAND

PACKAGING

ADVERTISEMENT

BRANDAMBASSADOR


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CONCLUSION & FINDINGS

27% of respondents consume Kwality Walls while 26% consume Amul andRobbins & Baskins

All the respondents were aware of Kwality Walls 44% respondents said that Robbins & Baskins is the brand with the best taste,

while 27% said that Kwality Walls is the brand with the best taste

71% respondents say that Amul is the best priced brand while 9% say thatKwality Walls is the best priced brand

37% respondents said that Kwality Walls is the brand maximum quantity, while26% say Dinshaw is the brand with maximum quantity

45% respondents said that Amul has got the best supply chain as it is availablealways and everywhere, while merely 6% said that Kwality Walls is available

everywhere and always

45% respondents said that Kwality Walls has the best offers, while 18% saidthat Amul and Dinshaw have the best offers.

24% respondents said that they knew about Kwality Walls through printadvertisements while 23% knew through hoardings

62% respondents consume ice-cream during night while 36% consume ice-cream during noon and evening

43% respondents consume ice-cream at ice-cream parlours, while 26%consume ice-cream at a restaurant

82% respondents prefer Kwality Walls

67% respondents said that they will recommend Kwality Walls

42% preferred Kwality Walls taste 39% respondents said that taste is the most important factor followed by price

that affects buying behaviour


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LIMITATIONS

Although I have tried my level best to prepare this report an error freereport every effort has been made to offer the most authenticate positionwith accuracy. But there may be a possibility of some error in my report

also.

As whole of my project and my findings are based on the informationcollected through survey fact sheet, hence there might be a possibilitythat respondent may have given wrong or partially correct information.

The research was conducted in a limited area.The time period allotted for the study was less, which may provide a

deceptive picture in comparison to the study based on long run.


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RECOMMENDATIONS

India has great potential market for the ice-cream industry. Taste and price arethe two most important attributes that people feel for purchase of ice-cream.

Kwality Walls is doing well with excellent product offerings.

All that has to be changed is the communication strategy. Kwality Walls has to create more touch points for the prospective customers to

interact with the brand.

Selective advertisements in premium magazines, lifestyle television channels,malls, airports etc. would do well.

More visibility can be created by maintaining premium ice-cream parlours withexcellent ambience that would generate word-of-mouth, the most powerful form

of positioning the brand

Ranchi has lot of places which remains overcrowded during the weekends somore mobile vans should be added to increase the sales.

Some of the innovative ideas should be made for the high selling retailers. Suchas forming a club and giving them special packages which will encourage thedealers.

To encourage youth sponsorship programs should be taken.

HUL should come out with offers like HAPPY-HOURS which should start fromnoon and continue till evening because consumption of ice-cream is less duringthese hours compared to night.


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BIBLOGRAPHY

WEBSITES

http://www.dare.co.in/opportunities/other-business-opportunities/ice-cream-industry-in-

india.htm

http://www.financialexpress.com/news/hul-amul-battle-hots-up-in-branded-ice-cream-

market/617485/0

http://www.blonnet.com/catalyst/2010/08/05/stories/2010080550060300.htm

www.amul.com

www.amulicecream.com

http://timesofindia.indiatimes.com/city/ahmedabad/Sugar-free-ice-

creams/articleshow/1173806.cms

http://www.financialexpress.com/news/hul-amul-battle-hots-up-in-branded-ice-cream-

market/617485/

http://www.motherdairy.com/about.asp

http://economictimes.indiatimes.com/defaultinterstitial.cms

www.fnbnews.com/article/detnews.asp?articleid=29348&sectionid=1

http://www.moneycontrol.com/news/business/hul-mulls-launchnew-unilever-

brands_526279.html


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APPENDIX

Questionnaire Consumer Insights

A.DemographicsName of the Respondent:

Location / Address:

Gender: Male Female

Age: 0-10 11-20

21-30 31-40

41-50 51-60

61>

Contact No:

Occupation: School Student / College Student / Working Professional /

Housewife / Senior Citizen

Family Income Level: 2-5lacs 6-10lacs

11-15lacs 15lacs>


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1. Do you consume ice-cream?a) Yes b) No

2. Which are the brands of ice-cream do you consume?Kwality Walls

Dinshaws

Amul

Robbins & Baskins

Vadilal

Mother Dairy

Others

3. Are you aware of Kwality Walls Ice-cream?YES NO

4. Which brand would you prefer more in following category?

Kwality Amul Dinshaw Robbins

&

Baskins

Mother

Dairy

Vadilal

Taste

Price Quantity

Availability Offers

Packaging Variety


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5. How did you know about Kwality Walls?

Word of Mouth

Hoarding

Print Advertisements

TV Commercials

Other

6. How Often Dou You Consume Ice-cream?Daily Once a Week

Once a Month Occasionally

7. In a day when do you generally consume ice-cream?

Morning Noon

Evening Night

8. Where would you purchase Ice-cream?

Dairy Shop

Provisional Stores

Retail Outlets

Modern Trade

Restaurants

Ice-cream Parlors

Others


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9. Do you prefer Kwality Walls Ice-cream?

YES NO

10.If Yes, Would you promote or recommend it to others?YES NO

11. If not, what are the reasons for not liking it?

Taste

Quality

Price

Availability

Flavours

Healthy Ingredients

12.What do you think about the following characteristics of Kwality Walls?

Verygood Good Neither goodnor

bad

Bad Verybad

Taste Price

Quantity Availability

Offers Healthy Ingredients


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13. State the most important factor that would affect your buying decision?

(Only 1)

Characteristics

TastePrice

Quality

Scheme/offer

Availability

Variety

Quantity

Healthy ingredients

Brand

PackagingAdvertisement

Brand ambassador

Other (if yes pls mention the chr.)

Documents

To Study The Consumption Pattern of Qwality Walls