A PROJRCT REPORT

ON

A STUDY ON
MARKITING STRATEGIES
AND CONSUMER
PREFERENCE FOR
KWALITY WALL’S
CREEM
Submitted in partial
fulfillment for the
award of the degree
of

Master of Management Studies (MMS).

(University of
Mumbai)

Submitted By
RISHIKESH K
JAIN (Roll No.
MB21052)

Under the Guidance of

PROF. ANAND RAJAWAT
Academic Year
2021-23

SAS INSTITUTE OF MANAGEMMENT STUDIES (MMS),

Saravali, Boisar (w),
Tal. & Dist. Palghar(MH) -401 501.
 DEEP EDUCATION SOCIETY’S
SAS INSTITUTE OF MANAGEMENT STUDIES

Enrich Enhance

Elevate CERTIFICATE
This is to certify that project titled “A STUDY ON MARKITING
STRATEGIES AND CONSUMER PREFERENCE FOR KWALITY
WALL’S ICE CREEM” is successfully completed by RISHIKESH K
JAIN during the IV Semester, in partial fulfillment of the Master’s Degree
in Management Studies recognized by the University of Mumbai for the
academic year 2021-23 through SAS INSTITUTE OF MANAGEMENT
STUDIES.
This project work is original and not submitted earlier for the award of anydegree
/diploma or associateship of any other university / Institution.

Internal Examiner
Name: Signature:
External Examiner
Name: Signature:

Dr. Bhagesh Sankhe College Seal

(Director SASIMS)
 DECLARATION

I hereby declare that Project Report submitted by me on the topic “A STUDY ON

MARKITING STRATEGIES AND CONSUMER PREFERENCE FOR KWALITY
WALL’S ICE CREEM” is a Bonafide work undertaken by me and it is not submitted to
any otherUniversity or Institution for the award of any degree diploma/ certificate or
published any time before.

Signature:

Name: RISHIKESH K JAIN

Roll No: MB21052

Place: Saravali, Boisar (W) Date: 19THFebruary 2023

 4

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, “PROF.ANAND RAJAWAT”

,Assistant Prof, of MBA Department, for guiding me right from the Inception till the successful
Completion of the project, I sincerely acknowledge HIS for extending HIS valuable guidance,
support for literature, critical reviews of project and the report and above all the moral support HE
had provided me for this project.
I would also like to thank our Director Dr. Bhagesh Sankhe Sir and other staff members of MBA
Department, for their help and cooperation throughout my project.

RISHIKESH K JAIN
 5

TABLE OF CONTENTS

SNO. DESCRIPTION PAGE NO.

Introduction 7

1.
The objective of Study 8

2.
Scope of study 8

3.
Executive summary 9-12

4.
Methodology 12-16

Literature review

5.
Data collection & Data analysis 17-41

6
Findings and conclusion 41-45
 6

7
Suggestions & recommendations 45

Reference

8
Bibliography 46-47

9
APPENDIX 47-51
 7

LIST OF GRAPHS

SNO NAME PAGE NO

1 Gender of the respondents 21

2 age of the respondents 22

3 Occupation percentage 23

4 Which city are you from 24

5 preference of liking ice cream 25

6 duration of consumption of ice cream 26

7 seasonal preference for consumption of 27

ice cream

8 Awareness of other ice cream brands 28

9 sources of brand Awareness of Kwality 29

Walls ice cream
 8

10 How often do you come across 30

advertisement

11 sources of purchase of Kwality Walls 31

ice cream

12 preference of Taste of Kwality Walls ice 32

cream

13 Packaging of Kwality Walls ice cream 33

14 price range of Kwality Walls ice cream 34

15 preference for flavour 35

16 time of consumption of Kwality Walls 36

ice cream

17 Recommendation of Kwality Walls ice 37

cream to others

18 would the respondent Switch to other 38

brands
 9

INTRODUCTION

The research study is about Marketing strategy and consumer preference of kwality walls ice
cream company.
Marketing strategy: A marketing strategy is a company's overall plan for contacting
potential customers and converting them into customers of the company's products
or services.
Preferences of Consumers: Consumer preference is defined as an individual's
subjective tastes as measured by their satisfaction with items after purchase. This
sense of accomplishment is referred to as utility.
Ice cream manufacturing:
Ice Cream industry has been going in the past years in India. People want to try
different kinds of ice creams and many Indian marketers have been researching and
bringing in the foreign brands and different kinds of ice creams to the market. For the
consumers who are becoming health-conscious, there have been different kinds of
low-fat ice creams that are rolling out on the market. Ice cream is the favourite
dessert for Indians after their dinner they enjoy it with their families on summer
evenings.

ABOUT THE BRAND: KWALITY WALLS

Kwality walls are a known brand in most of our Indian houses, it is associated with a
happy and celebrating memories brand!
Ov1er the years it has brought in many different kinds of ice cream Orange Mahabar
and Cola Blast popularised by them. They have many vendors across India with
small ice cream stalls that they carry in popular localities and the top-notch spots of
the city. The concept of ice cream trails was brought in by kwality walls. In their
marketing campaigns, they are seen promoting friendships, families and love.
It is a brand that is manufactured by Hindustan Unilever limited, it has been in the
market for more than 30 years now.
They are known for their research and development in bringing in new ice creams,
and customer relationships. Kwality walls have now replaced the word ice cream
with its
 10

popularisation over the years. Every child and adult of the family is familiar with the
brand. Quality walls is a brand that is seen every 5 km in India.
Their tagline from 2022 “You’ll Love It The Way It’s Made” was a part of a lot of
movies and youngsters. Cornetto, which is still loved by most of us, was launched by
Kwality wallsto target young college students in 2023’s
The priority of the brand was always being accessible to the consumers with its
distribution chain. Mumbai cities is a hub for Kwality walls ice cream parlour. Kwality
Wall’s, the Shameless Vanilla brand of Hindustan Unilever, has reached a business
of Rs 1,000 crore backed by product innovation and growing distribution channels.
Its pricing strategy is always in a way that it is affordable by its target audience. The
pricing is based on value. They recently have worked on several creative ads for
promoting on social media that have become trending on Twitter. They have even
published testimonials of their customers to build trust and loyalty to them.

1. OBJECTIVES OF THE STUDY:

● To study the marketing mix of Kwality Walls Ice-cream.

● To study brand preference for Kwality Walls Ice-cream.
● To study consumer satisfaction after using Kwality Walls Ice-cream.
● To conduct SWOT analysis for Kwality Walls.

2. SCOPE OF THE STUDY:

"Marketing Strategies and Consumer Preference for Kwality Walls" is the study's
topic. The research focuses on Kwality Walls' marketing strategy, brand recognition,
brand preference, and customer happiness.
 11

3. EXECUTIVE SUMMARY

The research study is about Marketing strategy and consumer preference of kwality walls ice
cream company

Ice cream is a popular dessert in India. It is a consumer goods industry, and its
products are a popular diet. The ice cream industry has made a big impact on the
rural economy. It provides work for small-scale farmers. In 1983, the Indian
government implemented a price restriction that set a specific price level.

A marketing strategy is a company's overall plan for contacting potential customers

and converting them into customers of the company's products or services.
Preferences of Consumers: Consumer preference is defined as an individual's
subjective tastes as measured by their satisfaction with items after purchase. This
sense of accomplishment is referred to as utility.

The objectives of the study are:

● To study the marketing mix of Kwality Walls Ice-cream.

● To study brand preference for Kwality Walls Ice-cream.
● To study consumer satisfaction after using Kwality Walls Ice-cream.
● To conduct SWOT analysis for Kwality Walls.

:"Marketing Strategies and Consumer Preference for Kwality Walls" is the study's
topic. The research focuses on Kwality Walls' marketing strategy, brand recognition,
brand preference, and customer happiness.

The project involves both primary data and secondary data. Questionnaire is a form
of primary data. The sample for the study is conducted on 65 respondents. The
sampling technique used is non-random sampling. Secondary data is taken from
books, newspapers, magazines, journals and the internet.

The study has also achieved its four objectives by collecting primary and secondary
data.
 12

objective 1, which is the study of the marketing mix of the brand Kwality Walls, the
data for it was collected by secondary sources like books, internet newspapers and
magazines reports and records.

Objectives 2 & 3, which is the study of consumer preference and brand preference of
Kwality Walls, was achieved by collecting primary data. primary data was collected
through survey, a questionnaire was prepared and it was sent digitally to 65
respondents for the data.

objective 4, which is the study of SWOT analysis of the brand Kwality Walls was
achieved by collecting secondary data. The sources of secondary data are books,
internet newspapers, magazine reports and records.

FINDINGS & SUGGESTIONS:

FROM OBJECTIVE 1 WE HAVE INFERRED THAT:

Kwality Walls has effectively penetrated the Indian market by offering innovative,
high- quality goods at reasonable pricing. Kwality Wall started with a premium pricing
approach before switching to a value-based pricing plan to capture the most value
from customers. They have made visible enhancements to their portfolio and paired it
with an appropriate price to attract new clients.

Kwality Walls has used and continues to use innovative marketing and promotional
techniques to promote its brand and message. Kwality Walls employs all media,
including billboards, online, print media, and television ads, as part of its marketing
mix plan to promote its brand.
Kwality walls is most popularly sold in Mumbai and it has the highest sales in the
city. Kwality Walls is best known for selling a wide range of products right from cup
ice cream store variety flavours of cornetto.

FROM THE SURVEY WE HAVE INFERRED THAT:

Majority (57%) of the respondents are Female.
Majority (98%) of the respondents Age group is between 18-25years.
 13

Majority (100%) of the respondents like ice cream.

Majority (74%) of the respondents prefer to consume ice-cream in every season.
Majority (61%) of the respondents consume ice cream weekly.
Majority (35%) of the respondents are most aware of the brand Arun.
Majority (42%) of the respondents are Aware of Kwality wall’s brand through friends
and family.
Majority (71%) of the respondents purchase Kwality wall’s ice cream in stores.
Majority (60%) of the respondents feel the taste of Kwality wall’s is excellent.
Majority (64%) of the respondents feel the packaging of Kwality wall’s is good.
Majority (66%) of the respondents feel the price range of Kwality wall’s is reasonable.
Majority (55%) of the respondents prefer Cornetto.
Majority (60%) of the respondents prefer to consume Kwality wall’s ice cream at
night. Majority (95%) of the respondents like to recommend Kwality wall’s ice cream
to others.
Majority (72%) of the respondents prefer not to switch to another brand.

FROM THE STUDY WE CAN SEE THAT:

Hindustan Unilever owns Heart brand ice creams such as Cornetto, Magnum, Ben &
Jerry's, Solero, Carte d'Or, and Breyers, and has proven leadership in the global ice
cream business. With revenues of $120.86 billion in 2021, the company is an
established player in the worldwide ice cream market.
There has been an upsurge in demand for healthful ice creams, which has been
fuelled by public health concerns. Vanilla Ice Creams, Amul, and scoops are some of
Kwality Walls' main competitors.

SUGGESTIONS:

● HUL estimates that cities and metros account for 70% of its sales, therefore it should
focus its Kwality Walls efforts there. However, competitors such as Mother Dairy,
Vanilla, and Amul have a presence throughout India. This will have an impact on the
 14

company's sales volume. As a result, Kwality Walls must grow its business
throughout India. Kwality Wall's Ice Cream will see a rise in sales and profits as a
result of this.
● Kwality Walls has the appearance of a large corporation. Customers trust Indian
companies more, hence it must incorporate Indian ice cream in their brand.

4. RESEARCH METHODOLOGY:

For research two types of data can be collected, one is primary data and the other is
secondary data.

Primary data is information gathered by the researcher, such as surveys, interviews,

and experiments, and is used to better understand and solve the study topic at hand.

Secondary Data: Using existing data generated by huge government institutions,

healthcare facilities, and other organisations to keep track of their records. The
information is then gathered from different data files.

The project involves both primary data and secondary data. Questionnaire is the form
of primary data. The sample for the study is conducted on 65 respondents. The
sampling technique used is non-random sampling. Secondary data is taken from
books, newspapers, magazines, journals and the internet.

In the questionnaire for the survey nominal and ordinal scale has been used the most
to measure the data of the respondents.

NOMINAL SCALE OF DATA ANALYSIS: The simplest kind of measuring is

the nominal scale. a nominal variable is one that is separated into two or more
categories, such as gender which is classified as male or female, or if a family owns
an iPhone which can be responded as either yes or no. it is basically a sorting
technique in which all individuals, units or responses are assigned to one of two
categories. A nominal scale’s most important feature is that each individual is distinct
 15

in terms of a particular variable, and the categories are distinct. This classified trait is
important to all measuring scales. following is example of nominal scale:
Example: what is your gender
a. Male
b. female

ORDINAL SCALE:
Ordinal scales have all of the characteristics of nominal scale, plus the ability to order
categories along a long continuum in terms of a particular criterion. online ordinal
scale, one could be able to state for example, that A is greater than B or b is greater
than c, given three categories A B and C. if ordinal scale categories are assigned
numerals, the numerals serve only as rank for order in observations from least to
most in terms of the characteristic measured, they Do not indicate the distance
between scales that originates observations in terms of categories such as strongly
agree, agree, not sure, disagree, and strongly disagree. following is the example of
ordinal scale:
Example: what do you think of the quality of the ice cream?
a. Excellent
b. Good
c. fair

LITERATURE REVIEW:
Consumer preferences and tastes for Kwality Wall's ice cream uThukela
Selvalakshmi

Consumer behaviour research is the study of how people choose, secure, utilise, and
discard products and services that meet their requirements. Only by understanding
their clients can businesses meet those needs. The goal of this research is to
investigate consumer behaviour and ice cream preferences, as well as the numerous
aspects that influence customer happiness. According to the findings, there is a
substantial link between variables like age, monthly income, and frequency of
purchase and the amount spent by a consumer in a single purchase. The study also
 16

highlighted the association between client happiness and criteria such as ice cream
quality, number of varieties, and showroom accessibility.

Kwality Walls, Vadilal, Laze, and Cream Bell all have a 40 percent share of the
ice-cream market. ET Bureau

According to the report, frozen desserts have quietly taken a 40% share of India's
1,800-crore organised ice-cream business, despite the fact that most consumers are
unaware they are not ice cream. Frozen sweets are served in identical cups, cones,
and sticks thanks to Hindustan Unilever's Kwality Walls, Vadilal, Lazza Ice Creams,
and Cream Bell, as ice creams have gained a solid footing in the country in less than
two decades after Kwality Walls introduced them. Food safety inspectors and original
ice cream makers like Amul and Mother Dairy, on the other hand, believed these
enterprises were deceiving consumers by passing off frozen dessert as ice cream.
Real ice cream, on the other hand, is made using milk fat, frozen dessert is produced
with vegetable fat, which is 80% cheaper.

Lever to unwind at more Kwality Walls locations Sangani, Priyanka

According to the post, Kwality Walls, one of Hindustan Lever's (HLL) power brands,
has opened 15 new Kwality Swirls locations in key malls around the country. This
move is part of the company's aim to concentrate on the ice cream business in urban
markets after acquiring all of the existing brands. To appeal to the impulse, buy
sector of consumers, Hindustan Lever said in 2004 that it would open Swirls
storefronts in malls as well as 200 scooping stations by the end of 2005.After meeting
those goals, a corporate spokesman stated that the company would continue with
ambitious expansion plans to expand its reach. It would open more parlours and
scooping stations if appropriate malls with significant throughputs were available.
The metros and mini-metros would continue to be the focus of these businesses.

Kwality Walls ahead of Amul. press trust of India

 17

According to the story, Hindustan Lever (HLL) claimed to be ahead of Amul in the
ice- cream market. With the debut of five new varieties, the firm plans to further
solidify its position. Because AC Nielsen-ORG has discontinued tracking market
share for ice creams, the executive director of Hindu Liver Limited stated that there is
no third-party independent audit available for market shares. The excise charge paid,
on the other hand, was a great surrogate measure. HLL paid 18% in excise duty on
ice cream in 2022. According to their published reports, Amul paid total excise duty of
Rs
8.59 crore on the complete milk and milk product portfolio in a comparable period
(April 03-March 21). During the summer of 2019, the company introduced five new
ice cream flavours in order to expand its market share.

Pleasure Up by Kwality Wall's -Harish

According to the article, Kwality Wall's "Pleasure Up" marketing misled shoppers into
thinking it was an aphrodisiac. The advertising was also unsuitable for viewing with
family because it was mistaken for a condom advertisement. The HLL marketers
were completely unsure of the brand values, the basic STP, and any marketing
fundamentals. While Amul was carefully aligning its corporate image with its ice-
cream brand, Kwality Wall's was losing customers. Kwality Wall's should market itself
as a family brand that prides itself on quality and variety. In the youth category, there
is also room for a sub-brand. With promotions and new product debuts, the goal is to
generate enthusiasm in the market. Kwality Wall's, on the other hand, was wasting
money by marketing itself as a brand. To thrive in an ice-cream market that has
become commoditized, significant strategic brand management is required. Kwality
was in the midst of its most serious crisis.
 18

Kwality Walls is developing kiosks. Narayanan Somasundaram

According to the article, Kwality Walls planned to mass market its products utilising
the tried-and-true kiosk model used by companies like Coffee Day Express and,
closer to home, MTR. To take its wares to the next level, the Rs 200 crore divisions
focused on swirl parlours in malls and scooping stations in high footfall areas/high
streets across the country. The company began concentrating on a few forms and
had passed its pilot test. As a result, Kwality Walls promptly built over 100 scooping
stations and over 10 swirl parlours. The ice-cream market was dominated by impulse
buyers. With the planned, take-home market accounting for less than a third of the
total Rs 720 crore organised ice cream segment, Kwality Walls believed that this
model would benefit its window shoppers, casual walkers, and frantic mall hoppers
eager to relax with a cone. Kwality Walls were projected to appear in the model,
eluding incremental growth. For the year 20, levels were predicted to remain stable
at 15 million litres

The word 'Ice Cream' has been removed from Kwality Walls ads by Hindustan
Unilever. ET Bureau

According to the story, due to a complaint from leading ice-cream brand Amul,
Hindustan Unilever had to stop referring to its Kwality Walls brand as "ice cream" in
specific advertising. Kwality Walls is a frozen delicacy that resembles ice cream but
is produced with vegetable fat rather than milk fat. As a result, it does not qualify as
ice cream under Indian law. The consumer complaints council determined that
referring of Kwality Walls as an ice cream was deceptive. According to a HUL
spokeswoman, the advertising would use the term "frozen dessert" instead of "ice
cream. "According to ASCI, the Gujarat Cooperative Milk Marketing Federation,
which sells Amul, referring the Kwality Walls as ice cream was a deliberate attempt
to deceive consumers." Although the advertorial stated that Kwality Walls Strawberry
Cheesecake is an ice cream, it is actually a frozen dessert. Given that the term has
been strategically highlighted, this is a case of an intentional attempt to deceive the
consumer, and hence cannot be an oversight. In India, the market for ice cream and
 19

frozen desserts is estimated to be worth around Rs. 1,700 crores, with Amul
accounting for roughly 40% of the industry.

5. DATA COLLECTION AND DATA ANALYSIS

The data for the objectives of the study both primary and secondary data are used.

Primary data: The primary data is collected by conducting a non-random survey in

respective area for the study, apart from survey the study also has data that has
been collected by personal interviews and field observations.

Secondary data: The theory of the study has been collected from various sources
like, internet, books, newspapers and reports etc.

OBJECTIVE 1:

To study the marketing mix of Kwality Walls Ice-cream. This

objective is achieved by gathering secondary data.

The marketing mix is a company's set of actions or tactics for promoting

its brand or product in the marketplace. The four Ps of a traditional
marketing mix are price, product, promotion, and location.

Marketing Mix Elements

PRICE: A product's price is the monetary worth attributed to it. Production costs, the
ability to pay of the target market, supply and demand, and a range of other direct
and indirect factors all influence it.
 20

PRODUCT: A product is an item that is for sale. If the product fails to satisfy a
minimum level of performance, then the best efforts in other parts of the marketing
mix will be in naught.

PLACE: The location refers to the point of sale. In any sector, the basic purpose of a
good distribution or 'place' strategy is to catch the consumer's attention and make it
easy for her to buy it. For a prime location, retailers are willing to pay a premium
'Location, location, location,' is the slogan for the successful company.

PROMOTION: Promotion refers to all actions taken to make a product or service

known to the user and trade. Advertising, word-of-mouth, press coverage, incentives,
commissions, and trade honours are just a few examples. Examples include
consumer schemes, direct marketing, contests, and awards.

Kwality Wall's Ice-cream Marketing Mix:

KWALITY WALLS PRODUCT: To entice clients who preferred traditional sweets,

the company launched a dedicated push to convert them into purchasers. Kwality
Walls has created several blockbuster ices creams specifically for them, with a new
selection of flavours and ethnic tastes.

The 'Feast' product line, which dealt with frozen desserts and ice creams and
targeted the youth, was introduced in 1995. Calypso Punch, Mango Zap, and Jaleesa
Blast were later added to the Feast Range. Kwality Walls introduced the delectable
'Cornetto' series in 1996, aimed at the younger age. 'You’ll Love It The Way It’s
Made' was used to romanticise this product. Strawberry, butterscotch was introduced
in 2022.

Two new flavours have been added to the Super Cornetto line-up: Hawaiian Bliss
and Jamaican Magic. Another winner in this area is 'Almond Praline.' The Love
Season is represented by this delicious blend of praline and pistachio flavours. It's
filled with a caramel sauce and topped with almond pieces and cashew praline. In the
year 1999, a new ice cream called 'Max' was launched to the market, with the
primary purpose of appealing to children. Its tagline was "Masti Kar Befikar," which
encouraged kids to
 21

give it a try. Max123 and Max Cups were higher in vitamin A, while Max Jos and Max
Orange were more in vitamin C and tasted fruitier.

In 2001, Sundaes was introduced by kwality walls to Indian consumers. Mango,

Chocolate, and Strawberry flavours were available in the Sundae Range. Later,

The sundaes were topped with bits of black currant dried fruit and black currant
sauce. Paddle Poop is Kwality Walls' most recent offering for kids. The three flavours
available are Candy Cake Explosion, Grape Jelly, and Choco Berry Nova. Magnum
is an upgraded version of Feast, which has conquered the market since its launch.

KWALITY WALLS PRICE: With innovative and high-quality products at reasonable

rates, Kwality Walls has effectively infiltrated the Indian market. It started out with a
premium pricing strategy, but eventually evolved to a value-based pricing model to
maximise consumer value. To preserve market competition, it has introduced a
variety of items ranging from low cost to fair pricing to premium rates. The maximum
feast begins at IN 10ss. High-priced things have been marketed to urban consumers
seeking high-quality items. IN 229-/500ml Carte D'OR Ice Cream in two flavours:
Divine Chocolate and Crème Brulee. The pricing disparity implies that the producers
are aware of the varying levels of customer demand and have taken appropriate
measures to balance them. They have made visible enhancements to their portfolio
and paired it with an appropriate price to attract new clients. As a result, the portfolio
offers a diverse product line that caters to various market segments.

KWALITY WALLS PLACE: Because ice cream is a perishable item, the distribution
process takes special care and attention. The company's headquarters are in
Mumbai. Kwality Walls works with a large network of distributors to ensure that its
products are widely available. Manufacturers are now able to sell straight to clients
through their numerous exclusive parlours. The Swirl's Dessert Parlours idea has
been successfully developed by Kwality Walls since 2004. Its first Swirl Parlour
debuted in the NCR region, and since then, it has launched several more in strategic
locations such as shopping malls and shopping centres with high foot traffic. Swirl
Parlours are at least 500 globally, with 51 in India.

Customers have complimented this venture as a one-of-a-kind and profitable

venture. Swirl Parlours are at least 500 globally, with 51 in India.
 22

Kwality Walls ice cream is available in several Indian cities, including Pune, Mumbai,
Bangalore, Kolkata, Delhi, Hyderabad, and Chennai. Frozen Desserts by Kwality
Walls have been shown in Malaysia, Pakistan, Sri Lanka, Italy, Germany, Turkey,
Brazil, Australia, and Singapore, in addition to India. In 2013, it launched in Bhutan,
Nepal, Bangladesh, and Brunei, reinventing the ice cream concept. C&F agents or
direct corporate outlets handle the majority of the distribution. C&F agents or direct
corporate outlets handle the majority of the distribution. C&F agents are low-profit
carrying and forwarding companies that primarily function as a storage facility. This
storage facility delivers material to wholesalers, who subsequently distribute it to end
merchants. Because the distribution chain is so long, the margins on goods sold to
end customers must be kept high in order for the end retailer to profit.

KWALITY WALLS PROMOTION: Kwality Walls has positioned itself as a family-

oriented business. To increase sales, the company has also targeted teenagers and
youngsters. "Ho Jaye Dill ka connection," the song's catchphrase, has grown
tremendously popular. Its crimson heart emblem, which depicts pleasure, smiling,
and contentment, pops out on the box. Kwality Walls has taken a number of steps to
build a footing in the frozen dessert market, which are currently being implemented.
During the Innovation phase, Feast Bar and Softies were designed for the impulsive
client, while Viennetta, Sundaes, and Vanilla Gold were created for the home
segment.

Following that, a thorough examination of the Indian market was conducted in order
to launch superior quality items with a softer, creamier, and richer appearance at the
appropriate time.

Many agreements have been struck to increase the products' social visibility among
customers. Super saver packs, one-on-one fret special discounts, and an additional
amount of ice cream at the previous price are just a few of its distinctive programmes.
Kwality Walls has used social and visible media to create some fascinating and
inventive advertising. Yami Gautam and Siddharth Malhotra, their brand
ambassadors, have immortalised the Cornetto commercial. Ice cream has never
given me an unusual vibe till today. Jay Thakkar, a child actor, has starred in Paddle
Pop advertisements. Because the company's policy centred around children, the
 23

commercial was created just for them. in recent Kwality walls commercials Kwality
Walls' extensive and diverse product line demonstrates that this unique brand is here
to stay and make a name for itself in the commercial market.

OBJECTIVE 2: To study brand preference for Kwality Walls Ice-cream.

OBJECTIVE 3: To study consumer satisfaction after using Kwality Walls Ice-cream.

The data for these objectives are obtained by primary data.

DATA ANALYSIS AND INTERPRETATION:

1. Gender of the respondents

Gender Percentage

Female 57%

Male 43%

INTERPRETATION: From the diagram it can be seen that 57% of the respondents
are female and 43% of the respondents are male
 24

2. Age of the respondents

Age Percentage

18-25 98%

26-30 Nil

31-40 2%

41-50 Nil

51-60 Nil

INTERPRETATION:

From the diagram it can be seen that 98% of the respondents are in the age group of
18-25 and 2% of the respondents are in the age group of 31-40.
 25

3. what is your occupation?

occupation percentage

student 45%

Professional 15%

Working employ 25%

other 15%

15%

45%

25%

15%

studentprofessionalworking employother

INTERPRETATION: from the diagram it can be seen that 45% of the respondents
are students, 25% of the respondts are working employees, 15% of 65 respondents
are professionals and rest of them i.e., 15% are from other occupations.
 26

4. Preference of liking Ice cream

Preference of liking Percentage

Ice- cream

Yes 100%

No Nil

INTERPRETATION: From the diagram it can be seen that 100% of the respondents
like eating ice cream
 27

5. Duration of Consumption of Ice cream (non-Seasonal)

Consumption Percentage

Daily Nil

Weekly 61%

Monthly 39%

Yearly Nil

INTERPRETATION: From the diagram it can be seen that 61% of the respondents
consume ice cream weekly and 39% of the respondents consume it monthly.
 28

6. Seasonal preference for consumption of Ice cream.

Seasonal Preference Percentage

Summer 20%

Winter 3%

Rainy 3%

Every Season 74%

INTERPRETATION: From the diagram it can be seen that 74% of the respondents
consume ice cream in every season and 20% of the respondents consume it in
summer. 3% of the respondents consume it in winter and 3% of the respondents
consume it in the rainy season.
 29

7. Awareness of Other Ice cream Brands

Awareness of Other Brands Percentage

Arun 35%

Cream Bell 34%

Vanilla 20%

Other 11%

INTERPRETATION: From the diagram it can be seen that 35% of the respondents
are aware of Arun ice creams,34% of the respondents are aware of cream bell,20%
of the respondents are aware of Vanilla ice creams and 11% of the respondents are
aware of other ice creams.
 30

8. Sources of Brand Awareness of Kwality Wall’s Ice cream

Awareness of Kwality Wall’s Percentage

Television 25%

Newspaper Nil

Friends/Family 20%

Hoardings 42%

Other 13%

televisionnewspaperfriends and familyhoardingsothers

INTERPRETATION: From the diagram it can be seen that 42% of the respondents
are aware of the brand kwality wall’s through hoardings and 25’% of the respondents
are aware through television. 20% of the respondents are aware of it by friends and
family and 13% of the respondents are aware of it by other sources.
 31

9. how often do you come across the advertisement of kwality walls?

How often do you come across the percentage

advertisement of kwality walls

everyday 7%

frequently 60%

Very few times 33%

every dayfrequentlyvery fewtimes

INTERPRETATION: From the diagram it can be seen that 60% of the respondents
frequently come across the advertisement of quality walls 33% of the respondents
very few times come across the advertisement of quality walls and 7% of the
respondents come across the advertisement of quality walls every day.
 32

10. Sources of Purchase of Kwality wall’s ice cream.

Sources of Purchase Percentage

Stores 71%

Restaurants Nil

Vendors 28%

Coffee Shops 1%

INTERPRETATION: From the diagram it can be seen that 71% of the respondents
purchase kwality wall’s ice cream at stores and 28% of them purchase with vendors
and 1% purchase at coffee shops.
 33

11. Preference of taste of Kwality wall’s ice cream.

Preference of taste Percentage

Excellent 60%

Good 37%

Average 3%

INTERPRETATION: From the diagram it can be seen that 60% of the respondents
find the taste of the kwality wall’s as excellent and 37% of the respondents find it as
good and 3% of them as average.
 34

12. Packaging of Kwality wall’s Ice cream.

Packaging Percentage

Excellent 31%

Good 64%

Fair

5%

INTERPRETATION: From the diagram it can be seen that 64% of the respondents
find the packaging of kwality wall’s Ice cream as good and 31% of the respondents
find the packaging excellent and 5% of the respondents find the packaging fair.
 35

13. Price range of Kwality Wall’s Ice cream.

Price range Percentage

Costly 14%

Reasonable 66%

Affordable 20%

INTERPRETATION: From the diagram it can be seen that 66% of the respondents
find the price range of kwality wall’s ice cream as reasonable and 20% of the
respondents find it as affordable and 14% of the respondents find it costly.
 36

14. Preference for flavours

Flavour Percentage

Aamras 55%

Mango Zap 12%

Magnum 23%

Chocobar Mini 5%

Chocobar 5%

Carte D’OR Nil

INTERPRETATION: From the diagram it can be seen that 55% of the respondents
like Aamras and 23% of the respondents like magnum and 12%of the respondents
like feast. 5% of the respondents like Chocobar Mini and 5% of them like Chocobar.
 37

15. Time of consumption of Kwality Wall’s Ice cream.

Recent Consumption Percentage

Morning 5%

Afternoon 15%

Evening 20%

Night 60%

INTERPRETATION: From the diagram it can be seen that 60% of the respondents
prefer to consume kwality wall’s ice cream in the night and 20% of the
respondents prefer to consume it in the evening. 15% of the respondents prefer to
consume it in the afternoon and 5% of them prefer to consume it in the morning.
 38

16. Recommendation of Kwality wall’s ice cream to others.

Recommendation to Percentage
Others

Yes 95%

No 5%

INTERPRETATION: From the diagram it can be seen that 95% of the respondents
prefer to recommend kwality wall’s ice cream to others and 5% of the respondents
prefer not to recommend it others.
 39

17. Switching to other brands.

Switching to Other Percentage

Brands

Yes 28%

No 72%

INTERPRETATION: From the diagram it can be seen that 72% of the respondents
prefer not to switch to other brands while 28% of the respondents prefer to switch to
other brands.
 40

OBJECTIVE 4: To conduct SWOT analysis for kwality walls.

SWOT ANALYSIS OF KWALITY WALLS:

Following are the strengths of kwality walls brand.

● Backing of HUL: Unilever owns Heart brand ice creams like Cornetto,
Magnum, Ben & Jerry's, Solero, Carte d'Or, and Breyers, and has proven
leadership in the global ice cream business. With revenues of $15.08 billion in
2016, the company is an established player in the worldwide ice cream
market.
● Wide range of products: Kwality Walls has an ice cream to meet any
customer's needs. While Cornetto & Feast pander to teens and young adults
with a variety of rich tastes such as chocolate and butterscotch, Paddle Pop is
a frozen treat that appeals to children with vivid colours and a cartoon
connection. Creamy Delight is a family-friendly variety, whereas Carte D'or
and Fruttare are for those who want refreshing fruit flavours.
● Positioning: HUL has placed each of the Kwality Walls versions with great
attention to guarantee that it appeals to specific demographics. A good
example is the Paddle Pop, which is marketed as a treat rather than a snack.
A treat, on the other hand, is something that fulfils an emotional need while a
snack fulfils a nutritional requirement.
● Pricing: With Paddle Pop at Rs 5 and Rs 10, Kwality Walls has succeeded in
covering a wide range of price ranges. Cornetto ice creams are reasonably
priced, ranging between Rs 20 and Rs 30. Between Rs 160 and Rs 210, the
take-home category is very inexpensive. This indicates that the brand is well-
represented across a range of price points.
● Health-related presence: Kwality Walls debuted its first health-related variety
with the Selection range, which has roughly 99 calories per 80 ml. HUL, the
parent firm, has a lot of experience in the health food industry, and they devote
over 40% of their research budget to it, indicating their commitment to this
market. Kwality Walls' current focus is on low-fat, sugar-free, lactose-free, and
low-carb ice creams that are high in nutrients like calcium and fruit.
 41

Following are the weakness of kwality walls:

● Concentrate on metros only: HUL believes that cities and metros account
for 70% of its sales, thus Kwality Walls will be concentrated there. However,
competitors such as Mother Dairy, Vanilla, and Amul have a presence
throughout India. This will have an impact on the company's sales volume.

● Image of a multinational company: Kwality Walls has a multinational

image, whilst its closest competitors, Amul and Vadilal, both Indian
enterprises, have a desi touch. This has an impact on Kwality Walls' total
market since people prefer Indian ice cream because they trust Indian brands
more.

● Legal battles: After the Indian government mandated that ice creams have
only milk and that any other product containing other components such as
vanaspati or refined oil be classified as frozen desserts, there have been legal
battles. This has resulted in a legal battle between HUL and Amul, who
compete in this market, with one insulting the other.

Following are the opportunities of kwality walls:

● Increased demand for healthy ice creams: There has been an increase in
demand for nutritious ice creams, fuelled by health concerns. Low-fat, sugar-
free, lactose-free, and low-carb ice creams are all the rage right now, and
they're packed with nutrients like calcium and fruit. These are areas where
Kwality Walls places a lot of emphasis.
● Changing customer preferences: Factors such as western culture's
influence, greater interest in snacking, higher spending proclivity, and more
eating out have all contributed to increased demand for frozen desserts

Following are the threats of kwality walls:

 High level of competition: kwality walls’ biggest threat is its competitors.

Some of its competitors are Amul ice-cream, scoops etc.
 42

6.FINDINGS, CONCLUSIONS AND

SUGGESTIONS OF KWALITY WALLS ICE
CREAM.

Ice cream industry:

Ice cream is a popular dessert in India. It is a consumer goods industry, and its
products are a popular diet. The ice cream industry has made a big difference on the
rural economy. It provides work for small-scale farmers. In 1983, the Indian
government implemented a price restriction that set a specific price level.

The following are the project's goals:

• Research Kwality Walls Ice-marketing cream's mix.
• To find out how people feel about Kwality Walls Ice Cream.
• To investigate customer satisfaction with Kwality Walls Ice-cream.
• Conduct Kwality Walls' SWOT analysis.

The following is the research methodology used for the study:

primary and secondary data are both used in this study. A questionnaire is used to
collect primary data. A total of 65 people were surveyed for the study. Non-random
sampling was used to collect data. Books, newspapers, magazines, journals, and
the internet are used to gather secondary data.

FINDINGS & CONCLUSIONS:

FROM THE STUDY IT BE INFERRED THAT:
Kwality Walls is known for presenting a wide variety of frozen desserts in its
marketing mix, such as ice creams and Kulfi, according to the report.
The company's headquarters are in Mumbai, and it sells popular products like Cola
Blast, Cloud Bite, Aamras, Mango Zap, Chocobar Mini, Chocobar. Kwality Walls
works with a great network of distributors to make sure
 43

that all of its goods are available to the public. Kwality Walls ice cream is available in
several Indian cities as well as internationally.
Kwality Walls has effectively penetrated the Indian market by offering innovative,
high-quality goods at reasonable pricing. Kwality Wall started with a premium pricing
approach before switching to a value-based pricing plan to maximise consumer
value. They have made visible enhancements to their portfolio and paired it with an
appropriate price to attract new clients.
Kwality Walls has used and continues to use innovative marketing and promotional
techniques to promote its brand and message. Kwality Walls employs all media,
including billboards, online, print media, and television ads, as part of its marketing
mix plan to promote its brand.

FROM THE STUDY WE CAN SEE THAT:

1. From the Survey it can be seen that 57% of the respondents are female and 43%
of the respondents are male.

2. From the data collected it can be seen that 98% of the respondents are in the age
group of 18-25 and 2% of the respondents are in the age group of 31-40.

3. From the collected data it can be seen that 100% of the respondents like eating ice
cream.

4. From the survey conducted it can be seen that 74% of the respondents consume
ice cream in every season and 20% of the respondents consume it in summer. 3% of
the respondents consume it in winter and 3% of the respondents consume it in the
rainy season.

5. From the diagram it can be seen that 61% of the respondents consume ice cream
weekly and 39% of the respondents consume it monthly.

6. From the data collected by a survey it can be seen that 35% of the respondents
are aware of Arun ice creams,34% of the respondents are aware of cream bell,20%
of the respondents are aware of Vadilal ice creams and 11% of the respondents are
aware of other ice creams.
 44

7. From the data collected it can be seen that 42% of the respondents are aware of
the brand kwality wall’s through friends/family and 28% of the respondents are aware
through television. 19% of the respondents are aware of it by hoardings and 11% of
the respondents are aware of it by other sources.

8. From the survey it can be seen that 71% of the respondents purchase kwality
wall’s ice cream at stores and 28% of them purchase with vendors and 1% purchase
at coffee shops.

9. From the collected data it can be seen that 60% of the respondents find the taste
of the kwality wall’s as excellent and 37% of the respondents find it as good and 3%
of them as average.

10 From the data it can be seen that 60% of the respondents frequently come across
the advertisement of quality walls 33% of the respondents very few times come
across the advertisement of quality walls and 7% of the respondents come across
the advertisement of quality walls every day.

11. From the data collected it can be seen that 64% of the respondents find the
packaging of kwality wall’s Ice cream as good and 31% of the respondents find the
packaging excellent and 5% of the respondents find the packaging fair.

12. From the survey it can be seen that 66% of the respondents find the price range
of kwality wall’s ice cream as reasonable and 20% of the respondents find it as
affordable and 14% of the respondents find it costly.

13. From the data collected through questionnaire it can be seen that 55% of the
respondents like cornetto and 23% of the respondents like magnum and 12%of
the respondents like feast. 5% of the respondents like paddle pop and 5% of them
like cassata.

14. From the data collected it can be seen that 60% of the respondents prefer to
consume kwality wall’s ice cream in the night and 20% of the respondents
prefer to consume it in the evening. 15% of the respondents prefer to consume
it in the afternoon and 5% of them prefer to consume it in the morning.
 45

15.. From the survey it can be seen that 95% of the respondents prefer to
recommend Kwality wall’s ice cream to others and 5% of the respondents prefer not
to recommend it to others.

16. From the data collected it can be seen that 72% of the respondents prefer not to
switch to other brands while 28% of the respondents prefer to switch to other brands.

17. from the data it can be seen that 45% of the respondents are students, 25% of
the respondts are working employees, 15% of 65 respondents are professionals and
rest of them i.e., 15% are from other occupations.

18. from the data 98% respondents are from Mumbai, 2% are from Virar and
thereare 0% respondents from Mumbai and Vasai who have responded to this
survey.

From the data collected we can inter that:

● Hindustan Unilever owns Heart brand ice creams such as Cornetto, Magnum, Ben &
Jerry's, Solero, Carte d'Or, and Breyers, and has proven leadership in the global ice
cream business. With revenues of $120.86 billion in 2021, the company is an
established player in the worldwide ice cream market.
● HUL believes that cities and metros account for 70.3% of its sales, thus Kwality
Walls will be focused there. This will have an impact on the company's sales volume.
● There has been an upsurge in demand for healthful ice creams, which has been
fuelled by public health concerns.
● Vadilal Ice Creams, Amul, and scoops are some of Kwality Walls' main competitors.

FROM THE DATA ANALYSIS AND THR ENTIRE STUDY WE CSN CONCLUDE
THAT:
Kwality Walls is a major frozen dessert manufacturer. It is a prominent ice cream
distributor and is a division of Hindustan Unilever. Most of Kwality Walls' goods are
frozen desserts which are produced with vegetable fats rather than milk. Hindustan
Unilever has a significant global market. HUL now has a large market because of
Kwality Walls, and sales are expanding year after year. In comparison to prior years,
 46

the market is expanding. The marketing mix can be observed to have a study relating
to the four P's, which explain the product, pricing, location, promotion, and
distribution of Kwality walls. It initially pursued a premium pricing strategy, but
eventually switched to a value-based pricing strategy in order to maximise consumer
value. To capture the frozen dessert industry, it has taken a variety of steps. Local
competitors like Cola Blast and Aamras can be positioned as a premium alternative
to the brand. It is found that consumer satisfaction with the product Kwality Walls is
assessed using respondents' feedback, which was obtained via a questionnaire.
SWOT analysis for Kwality Walls reveals the strengths, weaknesses, opportunities,
and threats affecting and supportingthe product's upliftment.

7. SUGGESTIONS & RECOMMENDATIONS

● HUL estimates that cities and metros account for 70% of its sales, therefore it should
focus its Kwality Walls efforts there. However, competitors such as Cola Blast, Cloud
Bite , and Aamras have a presence throughout India. This will have an impact on the
company's sales volume. As a result, Kwality Walls must grow its business
throughout India. Kwality Wall's Ice Cream will see a rise in sales and profits as a
result of this.
● Kwality Walls has the appearance of a large corporation. Customers trust Indian
companies more, hence it must incorporate Indian ice cream in their brand.
 47

8. BIBLIOGRAPHY, WEBLIOGRAPHY
AND REFERENCE:
 https://amul.com/products/icecream.php
 https://amul.com/products/amul-icecream-info.php
 https://www.vadilalicecreams.com/
 https://www.vadilalicecream.com/products.html

BOOK : Marketing Management by Philip Kotler.

• https://www.marketing91.com/marketing-mix-of-kwality-walls/

• https://www.marketing91.com/swot-analysis-kwality-walls/

• https://www.hul.co.in/about/who-we-are/about-Unilever/

• https://en.wikipedia.org/wiki/Kwality_Wall%27s

• https://www.hul.co.in/brands/food-and-drink/kwality-walls.html

9. ANNEXURE/ APPENDIX

QUESTIONNAIRE:

1. Name

2. Gender

a) Female
b) Male
c) Prefer not to say

3. Age
 48

a) 18-25
b) 26-30
c) 31-40
d) 41-50
 49

e) 51-60

4. what is your occupation?

a) Student
b) Professional
c) Working employ
d) Other

5. Do you like Ice-cream?

a) Yes
b) No

6. How often do you consume Ice-cream non - seasonally?

a) Daily
b) Weekly
c) Monthly
d) Yearly
 50

7. In which season do you prefer consuming Ice-cream?

a. Summer
b. Winter
c. Rainy
d. Every Season

8.Which of the following other Ice-cream brands are you aware of?

a) Arun
b) Cream Bell
c) Vadilal
d) Other

9. How did you come to know about Kwality Wall's Ice cream?

a) Television
b) Newspaper
c) Friends/family
d) Hoardings
e) Other

10. how frequently have you come across the advertisement for kwality
walls?

a) Everyday
b) Rarely
c) Twice in a Month
 51

11. Which are the sources through which you purchase Kwality
Wall'sIce cream?

a) Stores
b) Restaurants
c) Coffee shops
d) Vendors

12. How do you find the taste of Kwality Wall's ice cream?

a) Excellent
b) Good
c) Average

13. How do you find the packaging of Kwality Wall's ice cream?

d) Excellent
e) Good
f) Fair

14. How do you find the price range of Kwality Wall's Ice cream?

a) Costly
b) Reasonable
c) Affordable

15. Which flavour of Kwality Wall's do you prefer the most?

 52

a) Cornetto
b) Feast
c) Magnum
d) Paddle Pop
e) Cassata
f) Carte D'or

16. What is the time duration in which you prefer consuming Kwality
Wall’s ice cream?

a) Morning
b) Afternoon
c) Evening
d) Night

17. Would you recommend Kwality Wall's Ice cream to others?

a) Yes
b) No

18. Do you want to switch to another brand?

a) Yes
b) No
53