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Group 9 – The Phoenix
TO STUDY THE FACTORSBECAUSE OF WHICHMARKET SHARE OF CREAMBELL IS LOW
PLAN OF THE PRESENTATION1. Introduction2. Literature Review3. Research Methodology4. Analysis5. Findings6. Recommendations...
INTRODUCTION
ICE CREAM MARKET
$61.6 billion in termsof retail value or 15billion liters in termsof volume.
ASIA-PACIFIC - $13 billion- retail valueor 5128 million liters of volume
INDIA- ICE CREAM INDUSTRY is worthRs 2000 crores growing at 12%
BUT!!!!! ARID CLIMATE
LARGEST GROWING YOUTH POPULATION
PER CAPITA CONSUMPTION OF ICECREAMS IN INDIA IS JUST 300 MLPER ANNUM.
22 liters 18 liters14 litersWORLD AVERAGE-PER CAPITA CONSUMPTIONOF ICE CREAMS IS 2.3 LITERS PER ANNUM
STIFF COMPETION FROM. . . . . . . .
ICE CREAM MARKET IN INDIA WORTH 2000CRORES
BRANDED ICE CREAM MARKET- 800 CRORES
UNBRANDED ICE CREAM MARKET- 1200 CRORES
VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 %OF THE MARKET.
OWNED BY DEVYANI FOOD INDUSTRY UNDERRK JAIPURIA GROUP.
NASCENT- JUST EIGHT YEAR OLD
PRODUCT PORTFOLIO
CUPSCONESDOUBLES
DOLLIESSUNDAE
LITERATUREREVIEW
GEOGRAPHIC SEGMENTATION(BASED UPON REGION)North30%East10%West45%South15%Sales of Ice Cream across India
GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)MetopolitianCities (6)65%Non MetroCities35%Sales of Ice Cream across India
PEOPLE ARE BECOMING HEALTH CONSCIOUS
CREAM BELL HAS NO PRODUCT FOR HEALTHCONSCIOUS
71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was on...
THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS AGROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)
COMPETITIONFROM FROZENYOGHURT
•Introduction of DESIGNERice creams•Sweet-shaped ice creamsMango Barfi ice-cream with a base of malai andnuts and kesar bh...
ACCORDING TO RESEARCH CONDUCTED BYMr. Brojesh Kumar of Skyline BusinessSchool (IIM A ALUMINUS)…………………
Factors thataffect Retailer’smotivation tokeep the brand
INSTALLATION OFDEEP FREEZER-HIGH INITIALINVESTMENT1
HIGH RETAILERMARGIN2
3PRODUCT RANGE
RESEARCHMETHODOLOGY,ANALYSIS & FINDINGS
PROBLEMDESPITE BEING LAUNCHEDWELL, CREAM BELL IS NOT ABLETO GAIN MARKET SHARE ANDCUSTOMER’S SHARE OF MIND.
OBJECTIVETO STUDY THE FACTORS BECAUSEOF WHICH MARKET SHARE OFCREAM BELL IS LOW
HYPOTHESISH0 –EQUAL VARIANCEH0 - U1= U2= U3(EQUAL MEANS)U1,U2, U3 = MEAN OF CREAMBELL, AMUL AND KWALITY WALLSRESPECTIVELY ...
Children25%Aged15%Young60%SAMPLE TYPE
BLIND TEST
BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis-AcceptedP-value=0.19Amul andCreamBellAMUL ANDCREAMBELL HAVESIMILAR TASTE
BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis- RejectedP-value=0.00129Kwality andCreamBellCREAM BELL HASBETTER TASTE ASC...
Since ICE CREAM falls underimpulse buyingbehaviour and Pricesare Market based-PRICE/QUANTITY ratioplays a major role.We sh...
RESEARCHON PRICEVANILLABrand Quantity PriceKwality walls 19 gm Rs 5Cream bell 23 gm Rs 5Amul 22 gm Rs 5CHOCOBARBrand Quant...
CREAM BELL:-India’s Best Ice Cream
SURVEY RESULTS
10 % of oursample hadntheard of creambell before
90 % of oursample didnotknow that Saif AliKhan was theBrandAmbassador ofCream Bell
50 % of oursample couldnotrecall any creambell advertisement
Advertising ofCream bell was ratedlow in comparison toKwality Walls andAmulANNOVA/WALLERDUNCAN
MARKET COMMUNICATION
RECOMMENDATION 1
LAUNCH A CARTOON SERIES LIKE AMUL.CREAMBELL
RECOMMENDATION 2
CREAM BELL SHOULD HAVE ITS OWNWEBSITE
RECOMMENDATION 3
• Sales Promotion• Events And ExperiencesMARKETING IN IPL
RECOMMENDATION 4
COMMUNICATION SOURCEISHAAN AWASTHI
Packaging of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
Availability of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
RECOMMENDATION 5
INCREASEICE CREAMPUSHCARTOUTSUDESCHOOLS AND COLLEGES
Variety of Cream bell wasrated low in comparison toKwality Walls and AmulANNOVA/WALLERDUNCAN
52 % OF THE MARKETSHARE IS OCCUPIEDBY CONES IN BOTHVENDING AND RETAIL
RECOMMENDATION 6
CREAM BELL SHOULD COMEUP WITH A RS. 10 CONEWHICH IS CURRENTLY NOTTHERE IN ITS PRODUCTPORTFOLIO.
71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was on...
NOT GOOD FOR HEALTH
RECOMMENDATION 8
Increase your STAMINAwith Cream BellStamina
SUGARFREEPROBIOTICWELLNESS ICECREAM
BISCUITSTOASTSCHANGE POSITIONING TO AHEALTHY FOOD
Frozen Yog hurtRose Ice Cream
Because Ice cream isgood for Health
LIMITATIONS:
MONEYCONSTRAINT
LOW SAMPLE SIZE due to TIME Constraint.
BIBLIOGRAPHY
1.Polonky, M.J. & Waller, D.S.(2010).Designing and managing a research project: Abusiness student’s guide(2nd ed).Thousand...
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
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To Study the factor that have led to low market share of Cream Bell Ice-Cream.

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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

Published in: Business, Self Improvement
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To Study the factor that have led to low market share of Cream Bell Ice-Cream.

  1. 1. Group 9 – The Phoenix
  2. 2. TO STUDY THE FACTORSBECAUSE OF WHICHMARKET SHARE OF CREAMBELL IS LOW
  3. 3. PLAN OF THE PRESENTATION1. Introduction2. Literature Review3. Research Methodology4. Analysis5. Findings6. Recommendations7. Limitations8. Bibliography
  4. 4. INTRODUCTION
  5. 5. ICE CREAM MARKET
  6. 6. $61.6 billion in termsof retail value or 15billion liters in termsof volume.
  7. 7. ASIA-PACIFIC - $13 billion- retail valueor 5128 million liters of volume
  8. 8. INDIA- ICE CREAM INDUSTRY is worthRs 2000 crores growing at 12%
  9. 9. BUT!!!!! ARID CLIMATE
  10. 10. LARGEST GROWING YOUTH POPULATION
  11. 11. PER CAPITA CONSUMPTION OF ICECREAMS IN INDIA IS JUST 300 MLPER ANNUM.
  12. 12. 22 liters 18 liters14 litersWORLD AVERAGE-PER CAPITA CONSUMPTIONOF ICE CREAMS IS 2.3 LITERS PER ANNUM
  13. 13. STIFF COMPETION FROM. . . . . . . .
  14. 14. ICE CREAM MARKET IN INDIA WORTH 2000CRORES
  15. 15. BRANDED ICE CREAM MARKET- 800 CRORES
  16. 16. UNBRANDED ICE CREAM MARKET- 1200 CRORES
  17. 17. VANILLA, STRAWBERRY AND CHOCOLATEALONE OCCUPY 60 %OF THE MARKET.
  18. 18. OWNED BY DEVYANI FOOD INDUSTRY UNDERRK JAIPURIA GROUP.
  19. 19. NASCENT- JUST EIGHT YEAR OLD
  20. 20. PRODUCT PORTFOLIO
  21. 21. CUPSCONESDOUBLES
  22. 22. DOLLIESSUNDAE
  23. 23. LITERATUREREVIEW
  24. 24. GEOGRAPHIC SEGMENTATION(BASED UPON REGION)North30%East10%West45%South15%Sales of Ice Cream across India
  25. 25. GEOGRAPHIC SEGMENTATION(BASED UPON CITIES)MetopolitianCities (6)65%Non MetroCities35%Sales of Ice Cream across India
  26. 26. PEOPLE ARE BECOMING HEALTH CONSCIOUS
  27. 27. CREAM BELL HAS NO PRODUCT FOR HEALTHCONSCIOUS
  28. 28. 71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN
  29. 29. THE HEALTH FOOD AND BEVERAGE INDUSTRY HAS AGROWTH RATE OF 35 % (SOURCE: FRANCHISE INDIA)
  30. 30. COMPETITIONFROM FROZENYOGHURT
  31. 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. 32. ACCORDING TO RESEARCH CONDUCTED BYMr. Brojesh Kumar of Skyline BusinessSchool (IIM A ALUMINUS)…………………
  33. 33. Factors thataffect Retailer’smotivation tokeep the brand
  34. 34. INSTALLATION OFDEEP FREEZER-HIGH INITIALINVESTMENT1
  35. 35. HIGH RETAILERMARGIN2
  36. 36. 3PRODUCT RANGE
  37. 37. RESEARCHMETHODOLOGY,ANALYSIS & FINDINGS
  38. 38. PROBLEMDESPITE BEING LAUNCHEDWELL, CREAM BELL IS NOT ABLETO GAIN MARKET SHARE ANDCUSTOMER’S SHARE OF MIND.
  39. 39. OBJECTIVETO STUDY THE FACTORS BECAUSEOF WHICH MARKET SHARE OFCREAM BELL IS LOW
  40. 40. HYPOTHESISH0 –EQUAL VARIANCEH0 - U1= U2= U3(EQUAL MEANS)U1,U2, U3 = MEAN OF CREAMBELL, AMUL AND KWALITY WALLSRESPECTIVELY FORVARIETY, AVAILABILITY, ADVERTISINGAND PACKAGING
  41. 41. Children25%Aged15%Young60%SAMPLE TYPE
  42. 42. BLIND TEST
  43. 43. BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis-AcceptedP-value=0.19Amul andCreamBellAMUL ANDCREAMBELL HAVESIMILAR TASTE
  44. 44. BLIND TEST TO CHECK CREAM BELL’STASTEHypothesis- RejectedP-value=0.00129Kwality andCreamBellCREAM BELL HASBETTER TASTE ASCOMPARED TOKWALITY WALLS
  45. 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. 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. 47. CREAM BELL:-India’s Best Ice Cream
  48. 48. SURVEY RESULTS
  49. 49. 10 % of oursample hadntheard of creambell before
  50. 50. 90 % of oursample didnotknow that Saif AliKhan was theBrandAmbassador ofCream Bell
  51. 51. 50 % of oursample couldnotrecall any creambell advertisement
  52. 52. Advertising ofCream bell was ratedlow in comparison toKwality Walls andAmulANNOVA/WALLERDUNCAN
  53. 53. MARKET COMMUNICATION
  54. 54. RECOMMENDATION 1
  55. 55. LAUNCH A CARTOON SERIES LIKE AMUL.CREAMBELL
  56. 56. RECOMMENDATION 2
  57. 57. CREAM BELL SHOULD HAVE ITS OWNWEBSITE
  58. 58. RECOMMENDATION 3
  59. 59. • Sales Promotion• Events And ExperiencesMARKETING IN IPL
  60. 60. RECOMMENDATION 4
  61. 61. COMMUNICATION SOURCEISHAAN AWASTHI
  62. 62. Packaging of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
  63. 63. Availability of Cream belland Amul was rated low incomparison to KwalityWalls.ANNOVA/WALLERDUNCAN
  64. 64. RECOMMENDATION 5
  65. 65. INCREASEICE CREAMPUSHCARTOUTSUDESCHOOLS AND COLLEGES
  66. 66. Variety of Cream bell wasrated low in comparison toKwality Walls and AmulANNOVA/WALLERDUNCAN
  67. 67. 52 % OF THE MARKETSHARE IS OCCUPIEDBY CONES IN BOTHVENDING AND RETAIL
  68. 68. RECOMMENDATION 6
  69. 69. CREAM BELL SHOULD COMEUP WITH A RS. 10 CONEWHICH IS CURRENTLY NOTTHERE IN ITS PRODUCTPORTFOLIO.
  70. 70. 71 % of Indian take notice ofpack-aged goods labelscontaining nutritionalinformation compared to twoyears ago which was only 59%.AC NIELSEN
  71. 71. NOT GOOD FOR HEALTH
  72. 72. RECOMMENDATION 8
  73. 73. Increase your STAMINAwith Cream BellStamina
  74. 74. SUGARFREEPROBIOTICWELLNESS ICECREAM
  75. 75. BISCUITSTOASTSCHANGE POSITIONING TO AHEALTHY FOOD
  76. 76. Frozen Yog hurtRose Ice Cream
  77. 77. Because Ice cream isgood for Health
  78. 78. LIMITATIONS:
  79. 79. MONEYCONSTRAINT
  80. 80. LOW SAMPLE SIZE due to TIME Constraint.
  81. 81. BIBLIOGRAPHY
  82. 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

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