Research includes Secondary Research on: 1. Consumption of Ice-Cream throughout the world. 2. Market Share of Major Ice-Cream Markets in the World 3. Market Size of India's Ice-Cream Market- Branded and UN-Branded. 4. Competition to Ice- Market In India. 5. Geographic Segmentation of Ice-Cream Market in India. 6. Cream-Bell's Market Share In India. Primary Research includes: 1. Blind Test Conducted with three brands: Cream Bell, Amul and Kwality Walls on a sample of 10 to check which Ice-Cream Brand has a better taste. (Choco-Bar and Vanilla Cup were taken to conduct this test) 2. Research was also done to compare quantity/Price ratio of these three brands. 3. T-test and Annova test used using spss to analyse the survey results related to Advertising, Packaging, availability, variety

1. Group 9 – The Phoenix

2. TO STUDY THE FACTORS
BECAUSE OF WHICH
MARKET SHARE OF CREAM
BELL IS LOW

3. PLAN OF THE PRESENTATION
1. Introduction
2. Literature Review
3. Research Methodology
4. Analysis
5. Findings
6. Recommendations
7. Limitations
8. Bibliography

4. INTRODUCTION

5. ICE CREAM MARKET

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

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

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

9. BUT!!!!! ARID CLIMATE

10. LARGEST GROWING YOUTH POPULATION

11. PER CAPITA CONSUMPTION OF ICE
CREAMS IN INDIA IS JUST 300 ML
PER ANNUM.

12. 22 liters 18 liters
14 liters
WORLD AVERAGE-PER CAPITA CONSUMPTION
OF ICE CREAMS IS 2.3 LITERS PER ANNUM

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

15. ICE CREAM MARKET IN INDIA WORTH 2000
CRORES

16. BRANDED ICE CREAM MARKET- 800 CRORES

17. UNBRANDED ICE CREAM MARKET- 1200 CRORES

18. VANILLA, STRAWBERRY AND CHOCOLATE
ALONE OCCUPY 60 %OF THE MARKET.

19. OWNED BY DEVYANI FOOD INDUSTRY UNDER
RK JAIPURIA GROUP.

20. NASCENT- JUST EIGHT YEAR OLD

21. PRODUCT PORTFOLIO

22. CUPS
CONES
DOUBLES

23. DOLLIES
SUNDAE

25. LITERATURE
REVIEW

27. GEOGRAPHIC SEGMENTATION
(BASED UPON REGION)
North
30%
East
10%West
45%
South
15%
Sales of Ice Cream across India

28. GEOGRAPHIC SEGMENTATION
(BASED UPON CITIES)
Metopolitian
Cities (6)
65%
Non Metro
Cities
35%
Sales of Ice Cream across India

29. PEOPLE ARE BECOMING HEALTH CONSCIOUS

30. CREAM BELL HAS NO PRODUCT FOR HEALTH
CONSCIOUS

31. 71 % of Indian take notice of
pack-aged goods' labels
containing nutritional
information compared to two
years ago which was only 59%.
AC NIELSEN

32. THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS A
GROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)

33. COMPETITION
FROM FROZEN
YOGHURT

34. •Introduction of DESIGNER
ice creams
•Sweet-shaped ice creams
Mango Barfi ice-cream with a base of malai and
nuts and kesar bhog with golden foil
PAAN SHAPED ICE CREAM

35. ACCORDING TO RESEARCH CONDUCTED BY
Mr. Brojesh Kumar of Skyline Business
School (IIM A ALUMINUS)…………………

37. Factors that
affect Retailer’s
motivation to
keep the brand

38. INSTALLATION OF
DEEP FREEZER-
HIGH INITIAL
INVESTMENT
1

39. HIGH RETAILER
MARGIN
2

40. 3
PRODUCT RANGE

41. RESEARCH
METHODOLOGY,
ANALYSIS & FINDINGS

42. PROBLEM
DESPITE BEING LAUNCHED
WELL, CREAM BELL IS NOT ABLE
TO GAIN MARKET SHARE AND
CUSTOMER’S SHARE OF MIND.

43. OBJECTIVE
TO STUDY THE FACTORS BECAUSE
OF WHICH MARKET SHARE OF
CREAM BELL IS LOW

44. HYPOTHESIS
H0 –EQUAL VARIANCE
H0 - U1= U2= U3(EQUAL MEANS)
U1,U2, U3 = MEAN OF CREAM
BELL, AMUL AND KWALITY WALLS
RESPECTIVELY FOR
VARIETY, AVAILABILITY, ADVERTISING
AND PACKAGING

46. Children
25%
Aged
15%
Young
60%
SAMPLE TYPE

47. BLIND TEST

48. BLIND TEST TO CHECK CREAM BELL’S
TASTE
Hypothesis-
Accepted
P-value=0.19
Amul and
CreamBell
AMUL AND
CREAMBELL HAVE
SIMILAR TASTE

49. BLIND TEST TO CHECK CREAM BELL’S
TASTE
Hypothesis- Rejected
P-
value=0.00129
Kwality and
CreamBell
CREAM BELL HAS
BETTER TASTE AS
COMPARED TO
KWALITY WALLS

50. Since ICE CREAM falls under
impulse buying
behaviour and Prices
are Market based-
PRICE/QUANTITY ratio
plays a major role.
We should highlight this fact
through Market Communication.

51. RESEARCH
ON PRICE
VANILLA
Brand Quantity Price
Kwality walls 19 gm Rs 5
Cream bell 23 gm Rs 5
Amul 22 gm Rs 5
CHOCOBAR
Brand Quanti
ty
Price
Cream bell 42 gm Rs 10
Kwality walls
Amul
20 gm
38gm
Rs 10
Rs 10
CREAM BELL HAS THE BEST PRICE
Cream bell is offering
110%more quantity as
compared to Kwality walls
and 10 % more as
compared to Amul
Cream bell is offering
21%more quantity as
compared to Kwality walls
and 15 % more as
compared to Amul

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

54. SURVEY RESULTS

55. 10 % of our
sample hadn't
heard of cream
bell before

56. 90 % of our
sample didnot
know that Saif Ali
Khan was the
Brand
Ambassador of
Cream Bell

57. 50 % of our
sample couldnot
recall any cream
bell advertisement

58. Advertising of
Cream bell was rated
low in comparison to
Kwality Walls and
Amul
ANNOVA/
WALLER
DUNCAN

59. MARKET COMMUNICATION

60. RECOMMENDATION 1

61. LAUNCH A CARTOON SERIES LIKE AMUL.
CREAM
BELL

62. RECOMMENDATION 2

63. CREAM BELL SHOULD HAVE ITS OWN
WEBSITE

64. RECOMMENDATION 3

65. • Sales Promotion
• Events And Experiences
MARKETING IN IPL

66. RECOMMENDATION 4

67. COMMUNICATION SOURCE
ISHAAN AWASTHI

68. Packaging of Cream bell
and Amul was rated low in
comparison to Kwality
Walls.
ANNOVA/
WALLER
DUNCAN

69. Availability of Cream bell
and Amul was rated low in
comparison to Kwality
Walls.
ANNOVA/
WALLER
DUNCAN

70. RECOMMENDATION 5

71. INCREASE
ICE CREAM
PUSHCART
OUTSUDE
SCHOOLS AND COLLEGES

72. Variety of Cream bell was
rated low in comparison to
Kwality Walls and Amul
ANNOVA/
WALLER
DUNCAN

76. 52 % OF THE MARKET
SHARE IS OCCUPIED
BY CONES IN BOTH
VENDING AND RETAIL

77. RECOMMENDATION 6

78. CREAM BELL SHOULD COME
UP WITH A RS. 10 CONE
WHICH IS CURRENTLY NOT
THERE IN ITS PRODUCT
PORTFOLIO.

79. 71 % of Indian take notice of
pack-aged goods' labels
containing nutritional
information compared to two
years ago which was only 59%.
AC NIELSEN

80. NOT GOOD FOR HEALTH

82. RECOMMENDATION 8

84. Increase your STAMINA
with Cream Bell
Stamina

85. SUGARFREE
PROBIOTIC
WELLNESS ICE
CREAM

86. BISCUITS
TOASTS
CHANGE POSITIONING TO A
HEALTHY FOOD

87. Frozen Yog hurt
Rose Ice Cream

88. Because Ice cream is
good for Health

89. LIMITATIONS:

90. MONEY
CONSTRAINT

91. LOW SAMPLE SIZE due to TIME Constraint.

92. BIBLIOGRAPHY

93. 1.Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: A
business student’s guide(2nd ed).Thousand Oaks,CA:Stage
2.Kolter, Philip & Keller, Kevin & Koshy, Abraham(2009).Marketing
Management(13th ed). Prentice Hall
3.Anderson,David R. & Sweeney,Dennis J. & Williams, Thomas A.(2005),An
Introduction to Management Science: Quantitative Approach To decision
Making(11th Ed).Cengage Learning
4.Ebscohost.com
5.Indiastats.com