1.
Group 9 – The Phoenix

2.
TO STUDY THE FACTORSBECAUSE OF WHICHMARKET SHARE OF CREAMBELL IS LOW

3.
PLAN OF THE PRESENTATION1. Introduction2. Literature Review3. Research Methodology4. Analysis5. Findings6. Recommendations7. Limitations8. Bibliography

4.
INTRODUCTION

5.
ICE CREAM MARKET

6.
$61.6 billion in termsof retail value or 15billion liters in termsof volume.

7.
ASIA-PACIFIC - $13 billion- retail valueor 5128 million liters of volume

8.
INDIA- ICE CREAM INDUSTRY is worthRs 2000 crores growing at 12%

9.
BUT!!!!! ARID CLIMATE

10.
LARGEST GROWING YOUTH POPULATION

11.
PER CAPITA CONSUMPTION OF ICECREAMS IN INDIA IS JUST 300 MLPER ANNUM.

12.
22 liters 18 liters14 litersWORLD AVERAGE-PER CAPITA CONSUMPTIONOF ICE CREAMS IS 2.3 LITERS PER ANNUM

13.
STIFF COMPETION FROM. . . . . . . .

14.
ICE CREAM MARKET IN INDIA WORTH 2000CRORES

15.
BRANDED ICE CREAM MARKET- 800 CRORES

16.
UNBRANDED ICE CREAM MARKET- 1200 CRORES

17.
VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 %OF THE MARKET.

18.
OWNED BY DEVYANI FOOD INDUSTRY UNDERRK JAIPURIA GROUP.

19.
NASCENT- JUST EIGHT YEAR OLD

20.
PRODUCT PORTFOLIO

21.
CUPSCONESDOUBLES

22.
DOLLIESSUNDAE

23.
LITERATUREREVIEW

24.
GEOGRAPHIC SEGMENTATION(BASED UPON REGION)North30%East10%West45%South15%Sales of Ice Cream across India

25.
GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)MetopolitianCities (6)65%Non MetroCities35%Sales of Ice Cream across India

26.
PEOPLE ARE BECOMING HEALTH CONSCIOUS

27.
CREAM BELL HAS NO PRODUCT FOR HEALTHCONSCIOUS

28.
71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN

29.
THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS AGROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)

30.
COMPETITIONFROM FROZENYOGHURT

31.
•Introduction of DESIGNERice creams•Sweet-shaped ice creamsMango Barfi ice-cream with a base of malai andnuts and kesar bhog with golden foilPAAN SHAPED ICE CREAM

32.
ACCORDING TO RESEARCH CONDUCTED BYMr. Brojesh Kumar of Skyline BusinessSchool (IIM A ALUMINUS)…………………

33.
Factors thataffect Retailer’smotivation tokeep the brand

34.
INSTALLATION OFDEEP FREEZER-HIGH INITIALINVESTMENT1

35.
HIGH RETAILERMARGIN2

36.
3PRODUCT RANGE

37.
RESEARCHMETHODOLOGY,ANALYSIS & FINDINGS

38.
PROBLEMDESPITE BEING LAUNCHEDWELL, CREAM BELL IS NOT ABLETO GAIN MARKET SHARE ANDCUSTOMER’S SHARE OF MIND.

39.
OBJECTIVETO STUDY THE FACTORS BECAUSEOF WHICH MARKET SHARE OFCREAM BELL IS LOW

40.
HYPOTHESISH0 –EQUAL VARIANCEH0 - U1= U2= U3(EQUAL MEANS)U1,U2, U3 = MEAN OF CREAMBELL, AMUL AND KWALITY WALLSRESPECTIVELY FORVARIETY, AVAILABILITY, ADVERTISINGAND PACKAGING

41.
Children25%Aged15%Young60%SAMPLE TYPE

42.
BLIND TEST

43.
BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis-AcceptedP-value=0.19Amul andCreamBellAMUL ANDCREAMBELL HAVESIMILAR TASTE

44.
BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis- RejectedP-value=0.00129Kwality andCreamBellCREAM BELL HASBETTER TASTE ASCOMPARED TOKWALITY WALLS

45.
Since ICE CREAM falls underimpulse buyingbehaviour and Pricesare Market based-PRICE/QUANTITY ratioplays a major role.We should highlight this factthrough Market Communication.

46.
RESEARCHON PRICEVANILLABrand Quantity PriceKwality walls 19 gm Rs 5Cream bell 23 gm Rs 5Amul 22 gm Rs 5CHOCOBARBrand QuantityPriceCream bell 42 gm Rs 10Kwality wallsAmul20 gm38gmRs 10Rs 10CREAM BELL HAS THE BEST PRICECream bell is offering110%more quantity ascompared to Kwality wallsand 10 % more ascompared to AmulCream bell is offering21%more quantity ascompared to Kwality wallsand 15 % more ascompared to Amul

47.
CREAM BELL:-India’s Best Ice Cream

48.
SURVEY RESULTS

49.
10 % of oursample hadntheard of creambell before

50.
90 % of oursample didnotknow that Saif AliKhan was theBrandAmbassador ofCream Bell

51.
50 % of oursample couldnotrecall any creambell advertisement

52.
Advertising ofCream bell was ratedlow in comparison toKwality Walls andAmulANNOVA/WALLERDUNCAN

53.
MARKET COMMUNICATION

54.
RECOMMENDATION 1

55.
LAUNCH A CARTOON SERIES LIKE AMUL.CREAMBELL

56.
RECOMMENDATION 2

57.
CREAM BELL SHOULD HAVE ITS OWNWEBSITE

58.
RECOMMENDATION 3

59.
• Sales Promotion• Events And ExperiencesMARKETING IN IPL

60.
RECOMMENDATION 4

61.
COMMUNICATION SOURCEISHAAN AWASTHI

62.
Packaging of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN

63.
Availability of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN

64.
RECOMMENDATION 5

65.
INCREASEICE CREAMPUSHCARTOUTSUDESCHOOLS AND COLLEGES

66.
Variety of Cream bell wasrated low in comparison toKwality Walls and AmulANNOVA/WALLERDUNCAN

67.
52 % OF THE MARKETSHARE IS OCCUPIEDBY CONES IN BOTHVENDING AND RETAIL

68.
RECOMMENDATION 6

69.
CREAM BELL SHOULD COMEUP WITH A RS. 10 CONEWHICH IS CURRENTLY NOTTHERE IN ITS PRODUCTPORTFOLIO.

70.
71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN

71.
NOT GOOD FOR HEALTH

72.
RECOMMENDATION 8

73.
Increase your STAMINAwith Cream BellStamina

74.
SUGARFREEPROBIOTICWELLNESS ICECREAM

75.
BISCUITSTOASTSCHANGE POSITIONING TO AHEALTHY FOOD

76.
Frozen Yog hurtRose Ice Cream

77.
Because Ice cream isgood for Health

78.
LIMITATIONS:

79.
MONEYCONSTRAINT

80.
LOW SAMPLE SIZE due to TIME Constraint.

81.
BIBLIOGRAPHY

82.
1.Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: Abusiness student’s guide(2nd ed).Thousand Oaks,CA:Stage2.Kolter, Philip & Keller, Kevin & Koshy, Abraham(2009).MarketingManagement(13th ed). Prentice Hall3.Anderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),AnIntroduction to Management Science: Quantitative Approach To decisionMaking(11th Ed).Cengage Learning4.Ebscohost.com5.Indiastats.com