To Study the factor that have led to low market share of Cream Bell Ice-Cream.
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The document analyzes the low market share of Cream Bell in India's ice cream sector, which is worth ₹2000 crores and growing at 12%. It highlights various factors affecting its performance, including competition, health consciousness among consumers, and marketing effectiveness. Recommendations to improve Cream Bell's market presence include enhancing promotional strategies, product offerings, and increasing brand visibility.
To Study the factor that have led to low market share of Cream Bell Ice-Cream.
- 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
- 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%
- 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
- 23. DOLLIES SUNDAE
- 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)
- 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
- 40. 3 PRODUCT RANGE
- 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
- 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
- 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
- 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
- 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
Editor's Notes
- #7: In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume.
- #8: 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.
- #9: Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%.
- #10: The ice cream industry in India is worth Rs. 2,000 crores
- #12: The per capita consumption of ice creams in India is just 300 ml per annum
- #13: 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 ice cream consumption of 2.3 liters per annum.
- #16: The ice cream market in India can be divided into: the branded market and the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores.
- #18: Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
- #19: Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
- #25: Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
- #34: Competition rising from health conscious products like frozen yoghurt.
- #39: A research conducted by Brojesh Kumar of Skyline Business Schooldeep freezer on security basis or on the installment then the retailers will definitely go for the same company irrespective of the brand name. Some retailers have very serious electricity problem in their area like Seelampur and Brahampuri. Second factor is the margin provided by the company. Here the Amul is the leader in the branded companies. Amul is providing the best margin of 21.25%.The third factor is the product range .if the product range is large then the retailers will definitely go for that company. Here also Amul is providing the best range.The fourth factor is the after sales service. This is one of the most
- #66: SALES PROMOTION:buy a Cassata chop and get a steel spoon free, buy a fantasia cone and get a mango stick free etc