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CHAPTER
NUMBER
I
CHAPTER NAME
CONTENTS
PAGE
NUMBER
II
OF
THE
STUDY
INTRODUCTION OF ICE HISTORY OF ICE CERAM
CREAM
AND
COMPANYS PROFILE
MAJOR
PLAYERS
MARKET
CONSUMTION
&
OF
IN
ICE
CERAM IN INDIA
COMPANY PROFILE
DESIGN BASIS OF RESEARCH AND
III
RESEARCH
IV
METHODOLOGY
FINDINGS & ANALYSIS
DESIGN
ANALYSIS OF DATA
FINDINGS
CONCLUSION
SUGGESTIONS
AND
RECOMENDETATIONS
V
VI
BIBLIOGRAPHY
ANNEXURE
INTRODUCTION
Comparative research, simply put, is the act of comparing two or more things with a
view to discovering something about one or all of the things being compared. This
technique often utilizes multiple disciplines in one study.
1
based on a combination of class coalitions and mobilization, and regime legacy. Here
Esping-Anderson is using comparative research: he takes many western countries and
compares their level of decommodification, then develops a theory of the divergence
based on his findings.
Comparative research is a research methodology in the social sciences that aims to
make comparisons across different countries or cultures. A major problem in
comparative research is that the data sets in different countries may not use the same
categories, or define categories differently.
Comparative research can take many forms. Two factors are space and time.
Spatially, cross-national comparisons are by far the most common, although
comparisons within countries, contrasting different areas, cultures or governments
also subsist and are very constructive, especially in a country like New Zealand,
where policy often changes depending on which race it pertains to. Recurrent
interregional studies include comparing similar or different countries or sets of
countries, comparing ones own country to others or to the whole world.
The historical comparative model involves comparing different time-frames. The two
main choices within this model are comparing two stages in time (either snapshots or
time-series), or just comparing the same thing over time, to see if a policys effects
differ over a stretch of time. When it comes to subject matter of comparative
enquiries, many contend there is none unique to it. This may indeed be true, but a
brief perusal of comparative endeavors reveals there are some topics more recurrent
than others. Determining whether socioeconomic or political factors are more
important in explaining government action is a familiar theme. In general, however,
the only thing that is certain in comparative research issues is the existence of
differences to be analyzed.
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to
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purchase, from where to purchase, and how much to purchase. In order to become a
successful marketer, he must know the liking or disliking of the customers. He must
also know the time and the quantity of goods and services, a consumer may purchase,
so that he may store the goods or provide the services according to the likings of the
consumers. Gone are the days when the concept of market was let the buyers beware
or when the market was mainly the sellers market. Now the whole concept of
consumers sovereignty prevails. The manufacturers produce and the sellers sell
whatever the consumer likes. In this sense, consumer is the supreme in the market.
As consumers, we play a very vital role in the health of the economy local, national
or international. The decision we make concerning our consumption behavior affect
the demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand
this.
Preference a concept in the social sciences, particularly economics. It assumes a
real or imagined "choice" between alternatives and the possibility of rank ordering of
these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility
they provide. More generally, it can be seen as a source of motivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of
the goods they buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its concentration
towards consumer preference.
Top 'N' Town ice cream is manufactured by M/s. Fresh food products Limited. It is a
partnership firm established with and objective of running a unit manufacturing ice
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cream. All its partners are well educated and experienced. All the partners have a
major share in the company.
HISTORY OF THE ORGANISATION
M/s. Top 'N' Town was started in the year 1970. When there was not even a single ice
cream shop in Bhopal. The ice cream sale was through hawkers (the haw alas) only
that too of very low quality. Mr. BALCHAND KUKREJA aged about 50 years felt
the importance of good quality ice cream. Therefore, "MADHU ice cream from Agra
was bought and sold name 'Top 'N' Town in bitten market, Bhopal. Till the year 1985
there was only one shop selling ice cream throughout Bhopal. So, M/s. Top 'N' Town
becomes very popular throughout Bhopal.
Gradually the competition started, more and more ice cream were brought and sold in
Bhopal. Soon after, VADILAL, KWALITY, CREAMIE, etc. Entered the ice cream
market and the competition started.
M/s. Top 'N' Town which was selling MADHU Ice Cream still now, had to face tough
competition due to new entrants. M/s. Top 'N' Town which was selling MADHU Ice
Cream from Agra by the time, young sons of Mr. BALCHAND KUKREJA Mr.
PRAKASH and Mr. VIJAY seeing the tough competition and growing market for ice
cream felt an urgent need of having their own ice cream factory. So that more better
quality of ice cream with more varieties of ice cream
can be served to the consumers.
Hence, they decided to put up on an ice cream factory. All the machine were from
M/s. Capital
Refrigeration CO.Pvt.Ltd.New Delhi and homosizer, which is the remain part of ice
cream industry was imported from Italy. Now the problem came for the brand name.
Since the shop name M/s. Top 'N' Town was quite popular throughout Bhopal the
young directors decided to convert the shop name into production from 15 may, 1988.
As it was expected, due to the good quality and more verity the ice cream became
very popular and very soon Top 'N' Town premium ice cream was a leading ice brand
5
name in the Bhopal today in most the hotels, Restaurants, shop and at marriage
parties Top 'N' Town ice cream is served.
There are about 100 products in Top 'N' Town parlor, namely, pitsaw, sundae, Gay
lord, Din show's, Vanilla, Vadilal, feast Chooseble products, few of non the ice cream
products are choose by the consumer because the products are standard with cups,
cones and bricks.
Dinshaw's Dairy Foods (P) Ltd. is a Maharashtra Based Company Situated in Nagpur.
Dinshaws Aims to provide hygenic Products to its customers at an affordable Price.
Having More than 500 Outlets through out the country. In Bhopal It has 10 Outlets.
Dinshaw's
has expand in southern India in a phased manner starting with Karnataka.
Products are:
Novelties
Chocolate Bars
Cups
Home Packs
Cones
for Parlors Flavours
Kulfi
Sandwitch
Fruit Magic Tubs
include
Sri
Lanka.
INTIAL GROWTH
An alien concept, ice cream eating was considered a luxury, which
could only be indulged in, on very special days during the sweltering heat of
Nagpurs grueling summer. The conviction of their ultimate success, and the vision of
these young entrepreneurs, far out weighed the difficulties of running a purely
seasonal business with its vagaries of demand . By mid forties, Nagpurs gentry had
extended ice cream eating into the winter and the name DINSHAWS had become
synonymous with the ice cream in Nagpur.
THE SECOND GENERATION GROWTH :
SAM DINSHAW RANA and JIMMY ERUCH RANA put on the
mantles of their august fathers. Burning with the same zeal to succeed, the same
uncompromising attitude towards quality and service, the Rana cousins struck out for
wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to
replace the cattle pounds. The dairy business gracefully gave way to its prospering
offspring , the ice-cream business.
The magic of DINSHAWS goodwill spawned a net work of
enthusiastic dealer-franchises all over central India, where DINSHAWS enjoy near
monopoly even today.
Success breeds Success. The sound business principles of the
founders, which gave them their initial success, became the foundation of
DINSHAWS business edifice. Quality consciousness went beyond the quality of
relations with employees, business associates and its ultimate consumer. By 1987
DINSHAWS was known in central India as not only the company, which made the
best ice creams, but also the company that built best relations.
Persistent efforts from prospective distributors and dealers of other
areas and greater demand for varieties from existing areas forced DINSHAWS to
expand its manufacturing capacities. Imported continuous freezers expand plants and
storage facilities wide with market demand.
8
As in all
other areas, Dinshaws foray in Bombay has been on a low key. DINSHAWS have
been able to grow in the face of competition from national and multinational giants of
the industry because of the inherent strength of its products, policies and people.
PRODUCT PROFILE
Product is the first of the four Ps of the marketing , Though each of the four p
has its unique position in the marketing mix of the firm , product has a very special
position as it constitutes substantive elements in any marketing offer . The other
elements of marketing price and promotion are normally employed to make product
offering unique and distinct . Product is the number one weapon in the marketing
arsenal.
Dinshaw's has wide range of products from scoop to family packs .
Type
Quantity
9
Cups
50 ML.
Fundae
Strawberry
Vanilla
Big Cups
100 ML.
Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla
Bars
Ice Lolies
50 ML.
Heart Beat
100ML
Tripple Treat
100 ML
Champ Chocobar
100 ML.
Chocobar
100 ML.
Kulfi
100 ML.
500 ML.
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal
King Alphanso
Fruit Overload
10
Choco Chips
Butter Scotch
Pineapple Supreme
Smart Packs
Smart Raspberry
500 ML.
Vanilla
Starwberry
Pista
Party Packs
1000 ML
Kesar Pista
Butter Scotch
3 in 1
Strawberry(33% extra)
Vanilla
(33% extra)
Log
750 ML.
Lamour
Club Pack
2 Ltr.
Novelties
Sundaes
Maha Sundae
150 ML.
Butter Scotch
100 ML
Mocha Almond
100 ML
Fruity Fundae
Novelties
100 ML
150 ML.
Cassatta
Flora Kulfi
Yorker
Cones
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Carnival
Butter Scotch
Choco chips
Orange city
Badam Roasted
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning
takes place. How individuals learn is a matter of interest to marketers. They want to
teach consumers in their roles as their roles as consumers. They want consumers to
learn about their products, product attributes, potential consumers benefit, how to use,
maintain or even dispose of the product and new ways of behaving that will satisfy
not only the consumers needs, but the marketers objectives.
The scope of my study restricts itself to the analysis of retailers preferences,
perception and consumption of various brands of ice cream. There are many other
brands of chocolates available but my study is limited to two major players of
chocolates
leaving
behind
the
others.
12
LIMITATIONS
The respondents were limited and cannot be treated as the whole population.
13
RESEASRCH METHODOLOGY
This research was of descriptive type.
The problem for this research was non-operating in nature. The data
both primary and secondary data, the source was 50 respondents for primary data. For
the proper analysis of data simple statistical techniques such as percentage were use.
It helped in making more accurate generalization from the data available.
For the proper analysis of data simple statistical techniques such as percentage were
use. It helped in making more accurate generalization from the data available. The
data, which was collected from a sample of population, was assumed to be
representing entire population was interest.
14
SAMPLE DESIGN
The method used for sample technique was random sampling method. This method
was used because it was not know previously as to whether a particular person will be
asked to fill the questionnaire.
Considering the constraints, it was decided to conduct the study based on sample size
of 50 retailers from Indore Region. Scientific method was not adopted in this study
because of financial constraints and also because of lack of time.
TOOLS USED
To know the response, the questionnaire was used the research
methodology in sample survey. If one wishes to find what people think or know, the
logical procedure is to ask them. In this method questionnaire were distributed to the
respondents and they were asked to answer questions in the questionnaire. The
questionnaire, were non-disguised because the questionnaire were constructed so that
the objective is clear to the respondent. The respondents were aware of the objective.
They
knew
why
they
were
asked
to
fill
the
questionnaire.
Percentage method
15
Tabulation of Data
Que. 1:- Which brands of Ice Cream are available in your shop?
Option
% of Respondents
Top-N-Town
40
Amul
9
Dinshaws
25
Vadilal
10
Other Brands
16
Interpretation:
40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are
selling Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream
16
and 16% of the retailers are selling other brand of Ice Creams. Hence high
availability
shows
Top-N-Towns
popularity
in
Bhopal.
Margin
18
Demand
36
Credit Time
24
Other Reasons
16
36% of the respondents are selling particular brand of Ice Cream because of its
demand, 18 % of the respondents are selling a particular brand of Ice Cream because
of the margin, 24% are selling because of credit time.
Que. 3:- Rate the Margin Provided?
Option
Highly Satisfactory
Satisfactory
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
Top-N-Town
40
54
6
0
0
Dinshaw
20
48
24
6
2
Vadilal
10
15
40
20
15
Amul
22
30
32
16
0
Others
26
38
30
6
0
Vadilal
15
35
40
5
5
Amul
28
40
26
6
0
Interpretation:
Option
Highly Satisfactory
Satisfactory
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
Top-N-Town
40
53
4
3
0
Dinshaw
33
32
30
5
0
17
Others
22
46
24
6
2
Companies
Que.
4:-
if
Rate
we
the
are
quality
talking
of
the
about
Ice
Margin.
Creams?
Interpretation:
Option
Highly Satisfactory
Satisfactory
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
Top-N-Town
38
56
4
2
0
Dinshaw
30
44
26
0
0
Vadilal
15
30
40
10
5
Amul
21
48
26
4
1
Others
27
40
26
7
0
40% of the respondents say that quality of Top-N-Town Ice Cream is Highly
Satisfactory, others are averagely rated by the retailers. Quality may be a major factor
in Top-N-Towns popularity.
Que.5:- Rate the Credit Policy?
Interpretation:
Option
Highly Satisfactory
Satisfactory
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
Top-N-Town
38
50
6
6
0
Dinshaw
28
40
26
6
0
Vadilal
20
40
30
5
5
Amul
22
46
26
4
2
Others
26
42
28
4
0
18
56% of the respondents say that Credit Policy of Top-N-Town is Satisfactory, other
companies are averagely rated by the retailers in terms of their credit policy.
Que.
6:-
Rate
the
distribution
System
of
the
company
Interpretation:
Option
Highly Satisfactory
Satisfactory
Top-N-Town
40
54
Dinshaw
22
46
Vadilal
15
25
Amul
28
32
Others
26
48
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
4
2
0
24
6
2
30
20
10
24
14
0
26
0
0
Interpretation:
Option
Highly Satisfactory
Top-N-Town
42
Dinshaw
20
Vadilal
15
Amul
32
Others
28
19
Satisfactory
Average Satisfactory
Dissatisfactory
Highly Dissatisfactory
52
6
0
0
48
24
6
2
30
35
15
5
30
22
16
0
40
26
6
0
8:-
Rate
the
Schemes
of
the
company?
Interpretation:
Being a Local Ice Cream Manufacturer Top-N-Town is best in terms of its schemes.
Option
Top-N-Town
Dinshaw
Vadilal
Amul
Others
Highly Satisfactory
40
20
15
23
26
Satisfactory
54
48
30
30
38
Average Satisfactory
24
35
32
30
Dissatisfactory
15
16
Highly Dissatisfactory
20
40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are selling
Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream and 16% f
the
retailers
are
selling
other
brand
of
Ice
Creams.
36% of the respondents are selling particular brand of Ice Cream because of its
demand, 18% of the respondents of the respondents are selling a particular brand of
Ice Cream because of the margin. Margin Provided by Top-N-Town is best as
compared to other Companies 40% of the respondents say that quality of Top-NTown Ice Cream is Highly Satisfactory; others are averagely rated by the retailers.
40% of the respondents say that quality of Top-N-Town Ice Cream is Highly
Satisfactory; others are averagely rated by the retailers. 56% of the respondents say
that Credit Policy of Top-N-Town is Satisfactory, other companies are averagely rated
by the retailers in terms of their credit policy.50% of the respondents say that
distribution system of Top-N-Town is Satisfactory; other companies are averagely
rated by the retailers in terms of their distribution system Promotional Material
provided by Top-N-Town is best as compared to other companies. Being a Local Ice
Cream Manufacturer Top-N-Town is best in terms of its schemes. Replacement
Policy of Top-N-Town is more satisfactory as compared to other companies.
CONCLUSION
21
40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are selling
Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream and 16%
of the retailers are selling other brand of Ice Creams.
Top-N-Town marketing strategy is better than all the players. It is providing quality
products, more margin attractive promotional materials.
The credit Facility provided by Top-N-Town is also very satisfactory as compared to
other companies.
Distribution system and Damage policy of Top-N-Town is also very attractive. Thus
on the basis of research we can say that Top-N-Town has a competitive over other
brands.
SUGGESTIONS
REPRESENTATIVES
o
RESEARCH/ SURVEY
o
PROMOTIONAL ACTIVITIES
Promotional activities for sale should be increased.
Promotional
activities
like
posters,
dangler,
and
hoardings
should
be enhanced.
T.V. advertisements should be increased.
Local newspaper advertisement should be there i.e. advertisement in Dainik
Bhaskar,
Nai
Duniya,
etc.
SERVICES
o Damaged product should be taken care of efficiently and seriously.
o Machine & Refrigerator must be provided to the retailers.
BIBLIOGRAPHY
Books:o
Websites:o
www.yellowpages.webindia123.com
www.amul.com
www.vadilalgroup.com
www.smpsahd.com/smps3d/dinshawsdairyfoods.htm
www.wikipedia.com
24
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