Department of Business

Management
Preface

The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the
research, when applied show results, which can be measured and evaluated
so there is feedback this is what makes it a dynamic activity.

This survey is an analytical study of a different facts of the product. The

focus is given on the Brand profile. This project entitled Company Profile of
“VADILAL ICE CREAM”, is for the partial fulfillment of B.B.A.(Hons) Degree.

The idea behind this project is to give practical knowledge and to make
them to face real life situation. The project survey is commonly used for the
collection from the respondents through questionnaire. In this method
statistical techniques have been used systematically. This project survey is not
only with my own efforts but also that of others.

PURNIMA HARSH
 ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude to

Prof. Y.S. Thakur Head of the Department of Faculty of Management Studies
Dr. Hari Singh Gour Vishwavidyalaya, Sagar for suggesting me this problem
and for giving an insight in delaing with the subject

.I am highly obliged to Mr. Ankur Randhelia , Miss Mayuri Jain, Mr. Shri
Bagwat, Miss Pragya Bhargav, Miss. Priyanka Jhakariya, Miss Devagya
Shrivastava, Mrs. Jyoti Pandey, Mr. Girbal singh Lodhi, and All Faculty
member, for guiding me in various aspects of this project like conducting field
work and designing questionnaire and suggesting me the Project Work and
helping me in finalising the Report. I express my gratitude to all the customers
who very kindly discussed various aspects of this study and provided useful
suggestions for discussing various problems.

Lastly, I Must express my gratitude to all the elders of the family and
citizen of the city who blessed me in course of discussion. I also extend my
sincere thanks to my family and my friends for their encouragement and
support.

PURNIMA HARSH
 Faculty of Management Studies

Dr. Hari Singh Gour Vishwvidhyalaya, Sagar

CERTIFICATE

This to certify that MISS PURNIMA HARSH Student of B.B.A. (Hons) 16th
Batch, Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya,
Sagar (M.P.) Has diligently worked on the Project Report of the Company
Profile of “VADILAL ICE CREAM”. He has done this Work under My Guidance
and Supervision. This project work is original and not submitted earlier for the
award of any degree or associate ship of any other University.

During this study he made meticulous efforts for its completion. I wish
him all the best in this sincere endeavors for a bright and successful future.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner
 DECLARATION

I hereby declare that the project work entitled “Company Profile

of VADILAL ICE CREAM” submitted to the Faculty of Management Studies Dr.
Hari Singh Gour Vishwavidyalaya, Sagar (M.P.), is a record of an original work
done by me under the guidance of MR. ANKUR RANDHELIA & Faculty Member
at the Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya,
Sagar (M.P.). I also ensure that this work done by me is purely original and is my
own creativity.

Date : PURNIMA HARSH

Place : Enrollment no.: Y1118020028

 CONTENTS
S.No. TITLE Page No.
(A) Preface
(B) Acknowledgement
(C) Declaration of the Candidate
(D) Certificate
CHAPTER – 1 INTRODUCTION
 History of Ice cream
 Introduction
 Mission and values of the company
 Overview of the company
 Competitor
 Products of Vadilal
CHAPTER – 2 RESEARCH METHODOLOGY
 Importance of the Study
 Scope
 Data Collection Methods
CHATPER –3 COMPANY PROFILE

 Boards of Director
 Project Profile
 Markeing
 Human Resources
 Carrier
CHAPTER – 4 DATA ANALYSIS AND INTERPETATION
 Graphical Presentation

CHAPTER – 5 CONCLUSION
 Swot Analysis of Vadilal
 Conclusion
 Findings
 Limitation
 Suggestion
 Reference
o Bibliography
o Questionnaire
 INTRODUCTION

HISTORY OF ICE CREAM

Ice Cream is the most famous delicacy all over the world. People of all ages
love ice cream and frequently enjoy it.

Here are some amazing facts about ice cream:

 Nero (37-68 A.D.), The Roman Emperor, is said to have eaten a sort of
water-ice.
 The Chinese claim that they have been making and consuming Ice Cream
since ages.
 Supposedly, Marco Polo (1254 – 1324) carried the Chinese Ice Cream
recipes back with him to Venice.
 These were then introduced to the French by Italian chefs retinue of
Catherine de¢ Medici when she married Henri II of France.
 Royal Ice Cellars were built in Mesopotamia in around 2000 B.C.
 These were used to cool wines and foods
 During the late 1600s, The French King Louis XIV was known to have
feasts with colored water-ice and liqueurs.
 Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de plus
admirables effets de la nature, published in 1674, contained the first
recipe for flavored ices.
 The Quaker colonists who brought their ice cream recipes with them
introduced ice cream to the United States.
 It is said that Ice Cream was regularly consumed by Ben Franklin,
George Washington, and Thomas Jefferson.
 During the eighteenth century, the spread of ice pails and cookery books
with ice recipes, almost everywhere around the globe, resulted in the
delicacy becoming more common.
 Robert Green, in 1874, is supposed to have invented the Ice Cream Soda,
which took ice cream consumption in America and other parts of the
world to great heights.
 The twentieth century saw an explosion of sorts in the popularity of ice
cream owing to availability of cheap refrigeration.
 Italian confectioners made Gelato, their own form of Ice Cream, which
became immensely famous due its texture and lightness.
 During the St. Louis World’s Fair in 1904, cones were used for the first
time to serve Ice Cream.
 A chemical research team in Britain came up with the soft ice cream,
which had more air in it. It became immensely popular because of its
creamy yet light texture. Today, it is popularly known as the ‘Softy’ ice
cream.
 In the 1980s, the older, thicker ice creams made a comeback and were
referred to as ‘Premium’ Ice Creams.
 Basically the ice-cream business comes under FMCG sector. In India, the
condition of FMCG sector is very well and challenging. India is an important
market for FMCG players. The Indian FMCG sector is the fourth largest sector
in the economy with a total market size of around US$ 18.1 bn.

Ice-Cream segment of FMCG:-

Ice-cream is one of the most important part of FMCG sector. It comes under
Food and Beverage segment. The total market value of Ice-cream trade in India
is more than Rs.20000 crore. It is increasing day per day. During the year of
2002-02, there was very little demand of Ice-cream in India but as the time
passed away, the demand of Ice-cream is also increasing in India. Now a day,
there are six national level companies engaged in dealing with Ice-cream
including two MNCs. The demand of Ice-cream is also increases in India.

As the demand of Ice-cream is increasing in India but the market of Ice-

cream is not as much as it’s share in US and some other foreign countries.
According to the survey of Motilal Oshwal, in the present time, the per capita
consumption of Ice-cream in India is US $0.2 which is US $49 in USA and US
$33 in Germany. We can see it in the following table:-

TABLE 1:- PER CAPITA CONSUMPTION OF ICE-CREAM:-

As given in the above table, the per capita consumption of Ice-cream in India is
only US $0.2 which is much smaller than the same in USA, but the main thing
is the increasing opportunities for Ice-cream trade.

We can get all the datas regarding the per capita incoma of India from the
following table:-

TABLE 2:- PER CAPITA INCOME OF INDIA SINCE 2000

As given in the table, the GDP of India is increasing in the last 5 years. It has
brought a remarkable change in the spending habits of consumers; it has moved
the consumer’s preferences from economic to premium products. In those days,
people unhasitantly wants to spend money on good and quality products. It has
been a gain for food and beverage industry. As the result the ice cream industry
is also improving and it develops at an increasing rate.

THE THREE STAGES IN CONSUMPTION PROCESS OF ICE- CREAM

Pre-purchase:- Brand image, Health issues, suitability

Brand image of the ice cream - The consumer considers the kind of image the
brand that he is going to purchase depicts. It has to suit certain status symbol,
quality and any other personal brand requirements that the consumer may have.
It is important that the brand maintains good will, satisfactory to the consumer

Health Issue to ice creams relating-The modern consumer is highly health

conscious and is becoming aware of the rising health issues and its impacts. It is
important that the brand satisfies this need of the consumers and ensures health
related gains rather than loss. About which we will be discussing further in this
report.

Suitability – The product should suit the taste, flavor and ingredients that is in
line with the consumer needs and wants.

Purchase:-Price, Environment, Service

Price of ice cream -Price should be affordable and the product should provide
money’s worth in terms of quality, quantity and consumer satisfaction. as kids
also form a main segment of our section a proper care should be given as far as
pricing is concerned.

Environment-The environment should be such that the consumer wants to stay

there and spent some quality and quantity time.

Service- The service should be fast so that the customer waiting time should be
less and leads to their satisfaction and results in formation of good brand image.
Post-purchase:- Quality, Satisfaction, Store experience
Quality of ice cream – the quality of the ice cream delivered certainly plays a
vital role in determining whether the customer will re purchase the brand or not.
The quality and taste of ice cream determines the satisfaction level of the
customer and hence plays a vital role in determining his approach towards the
product.

Satisfaction from ice cream- well satisfaction is a holistic picture the total
experience of the customer with the brand considering various factors as
mentioned above and then finally arriving at a conclusion saying whether he is
satisfied or not from the product.
 INTRODUCTION OF VADILAL INDUSTRIES

History

Today, the name Vadilal conjures images of lip-smacking ice cream in a whole
gamut of flavours. Vadilal spells quality, availability, variety and state-of-the-art
machinery and equipment. It has, however, been a long journey for the group,
which traces its origins way back to 1907, when a certain unassuming
gentleman, by the name of Vadilal Gandhi, the great-grand father of Virendra R
Gandhi, Rajesh R Gandhi and Devanshu L Gandhi, started a soda fountain. He
passed on the business to his son, Ranchod Lal, who ran a one-man show, and,
with a hand cranked machine, started a small retail outlet in 1926. Eventually,
Ranchod Lal's sons, Ramchandra and Lakshman, inherited the business and they
were instrumental in giving a new direction to the company. The duo imparted a
new vision to the venture and infused a spirit of calculated risk-taking into the
company. As a result, by the 1970s, the Vadilal Company had already evolved
into a modern corporate entity.

"In 1972-73, the company had 8-10 outlets in Ahmedabad. Gradually, we

moved from the city to other parts of Gujarat. By 1985, the company moved
towards neighboring states like Rajasthan and Madhya Pradesh. But the
expansion was undertaken very methodically and we spent five to six years in
spreading our business and then consolidating it" says Shri Ramchandrabhai
Gandhi (Chairman).
 VISION/ MISSION

“To become an Indian MNC in frozen foods”.

“To provide products and services at an affordable price without compromising

the quality,” says Shri Ramchandrabhai Gandhi

Products

Vadilal Industries has extensive reach. A major success factor has been its
ability to cater to different market segments through multiple product ranges.
Vadilal has range of ice creams in the country with 150 plus flavours and they
are sold in a variety of more than 250 packs and forms. The range includes
cones, candies, bars, ice-lollies, small cups, big cups, family packs, and
economy packs. It offers something for all tastes, preferences and pockets.

Production Facilities

Vadilal Industries has two ice cream production facilities – one at Pundhra in
Gandhinagar district, Gujarat and the other one at Bareilly in Uttar Pradesh. It
has a very strong distribution network of 50,000 retailers, 250 SKUs (stock
keeping units), 550 distributors, 32 CNF and 250 vehicles for delivery of goods.
Through the franchisee route, Vadilal has set up over 140 ‘Happinezz’ parlors
for selling ice creams and new ones are coming up every month.

Processed Foods

Vadilal entered the processed foods industry to optimise utilisation of its

extensive cold chain network in the 1990s. It currently caters to the domestic
and export markets with products such as frozen vegetables and ready to eat
snacks, curries and breads. This business is poised for strong growth in the
coming years owing to greater urbanisation within India and increasing demand
for Indian food amongst developed regions like the USA and western Europe.
The company’s national ice cream market share would have been even higher
but for the fact that it does not operate in major consuming regions like
Maharashtra and the four southern states as these are covered by another faction
of the Vadilal family.

COMPETITOR
Amul India Ltd:

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit"Amoolya," was suggested by a quality control expert in
Anand. Variants, all meaning"priceless", are found in several Indian
languages. Amul products have been in use inmillions of homes since
1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milkand Amulya have made Amul a leading food brand in
India. (Turnover: Rs. 67.11 billion in2 0 0 8 -
0 9 ) . To d a y A m u l i s a s y m b o l o f m a n y t h i n g s . O f h i g h- q u a l i t y
p r o d u c t s s o l d a t r e a s o n a b l e p r i c e s . Of t h e g e n e s i s of a v a s t c o -
operative network. Of the triumph
o f i n d i g e n o u s t e c h n o l o g y. Of t h e m a r k e t i n g s a v v y o f a f a r m e r s '
o rg a n i s a t i o n . A n d of a proven model for dairy development
 OVER VIEW

vadilal ice cream division has always been a hot favorite with the
people bothinside and outside the organization. In India, the name
Vadilal is synonymous with IceCream.

The Ice Cream industry in India today has a turnover of Rs. 15 billion
[US$ 330million]. A quarter of this comes from the house of Vadilal alone. But
that’s no surprise,considering that we have the largest range of Ice
Creams in the country – 120 –
plusf l a v o r s , i n a v a r i e t y o f m or e t h a n 2 5 0 p a c k s a n d f o r m s .

The range includes cones,candies, bars, ice

l o l l i e s , s m a l l c u p s , b i g c u p s , f am i l y p a c k s ,
a n d e c o n o m y p a c k s . Something for all tastes, preferences and budgets.

To make it convenient for our consumers to relish our complete range under
oneroof, we have set up a chain of Happiness Parlors – ‘Ice Cream
boutiques’ so to
say.H or d e s of p e o p l e f l o c k t o t h e s e p a r l o r s d a i l y b e c a u s e t h e y k
n o w t h a t o u r pr o d u c t s contain the purest and creamiest milk, and the
freshest and tastiest fruits
and nuts.A m o n g o ur p r o d u c t s a r e O n e U p C h o c o b a r a n d K i n g C o n
e – a l l - t i m e f a v or i t e s which have today attained the generic status. Another
hit is our Kulfi – traditional Indianmilk sweet. Some of our products are a
combination with confectioneries.Since our products are highly perishable,
quick transport and proper storage areof paramount importance. Hence our
refrigeration equipment and deep freezes areimported from companies,
which are world leaders in their respective fields. To ensure
s u f f i c i e n t , t i m e l y a n d c o n s t a n t i c e c r e a m s u p p l y, w e h a v e
a C o l d C h a i n N e t w o r k comprising three manufacturing plants [totaling a
production capacity of 1.25 lakh litreper day], about 23 C&FA, more than 500
Distributors and over 40,000 Retailers

It operates in India, the Middle East Asia, North America, Europe, the Asia
pacific, and Africa. The company was founded in 1982 and is based in
Ahmedabad, India.
 COMPANY PROFILE

Vadilal Industries Limited

Type Public
BSE: 519156
NSE: VADILALIND

Industry Conglomerate

Founded 1907[1]

Headquarters Ahmedabad, India[2][3]

Key people Ramchandrabhai Gandhi, (Chairman),

Rajesh Gandhi Managing Director,
Devanshu Gandhi Managing Director

Products Ice cream, Processed food,Foreign Exchange, Chemicals,Real Estate

Revenue 450 crore (US$85.5 million)

Employees 1000
BOARD OF DIRECTORS

Name Designation

Ramachandra R Gandhi Chairman / Chair Person

Rajesh R Gandhi Managing Director

C M Maniar Independent Director

Rohit J Patel Independent Director

Virendra R Gandhi Vice Chairman & Mng.Director

Devanshu L Gandhi Managing Director

Kshitish M Shah Independent Director

Rajesh K Pandya Independent Director

 PRODUCTS
Vadilal offers the widest range of ice creams and frozen desserts (above 250 Stock
Keeping units) in the country in packs including cups, party packs, family bricks,
dollies, cones and candies. Something for all taste, preference and budgets. To
meet with the consumer demand on regular basis, Vadilal introduces new flavours
for different segments of customers throughout the year. People eagerly await
Vadilal’s new introductions. Creativity is at forefront in all the activities.

Today Vadilal group is in diverse businesses like Processed Foods, Chemicals and
Specialty Gases, Forex Advisory Services apart from its core business Ice creams.

Vadilal Ice-creams come in a wide variety of flavors, with additives such as

chocolate flakes or chips, nuts, fruit, and even small candies/sweets. Some of the
most trendy ice cream flavors of Vadilal in markets are vanilla, chocolate,
strawberry, and butter scotch. Many people like ice cream sundaes of our
Happinezz Parlor, which regularly have ice cream, hot fudge, nuts, whipped
cream, cherries and other toppings of their choice.

PRODUCT PROFILE

TYPE FLAVOURS
CUP Vanilla
Chocolate Chips
Kaju Draksh
Butter Scotch
Real Kesar Pista
Rajbhog
Two in One
Kool Gulab

CONE Pineapple Delight Cone

Chocolate Drip Cone
Mango Treat Cone
Chasmeshahi Cone
NOVELTIES Quik Sundae
P.k. Badam kulfi R/cut
Slice Cassatta
Sajan Sajni R/cut Matka Kulfi

PARTY PACKS Kesar runch

Shahi Bonanza

Rose Kaju

MARKETING
Brand Promotion:
Basically, we are very well known brand in every nook & corner of the
country with a strong brand image and high brand recall.

We generally promote our brand through various ways like, Advertisement,

Sponsoring Events, and by providing Publicity material (Glow signs,
Danglers, Posters, Banners etc.) at our Retail Outlets. We basically look
forward to print media as main stay to promote our brand & for the
advertisement of our products as well as schemes / offers, as well as TV
commercial to cover maximum consumers. We give advertisement in
leading National (Hindustan Times, Times of India etc.) as well as popular
Vernacular Dailies (like, Gujarat Samachar, Divya Bhaskar & Sandesh in
Gujarat, Rajasthan Patrika & Dainik Bhaskar in Rajasthan, Dainik Jagran &
Amar Ujala in U.P. & Uttranchal, etc.) and done TVC in leading TV
channels like Star Plus, Star News, Cartoon Network, Nick, UTV and
Hungama etc,.

At present we do not have any celebrity connected with our Ad Campaigns.

However, we take Models for our Product & Brand Promotion.

Sales Network:
Vadilal has very strong sales network, we have a sales team network, which
covers our entire distributor network.

We have a state wise sale team, which generates sales through retail outlets,
institutions, Hotels & restaurants, Functions. Here for Sales Company’
management plays major role like providing various Dealer schemes,
consumer schemes etc. Vadilal has one of the widest ranges of consumer
schemes in the industry. More sales is generated through new product
developments, schemes and lucrative dealer margins.
Network: Plant - C&F – Distributor – Dealers – Consumers

With our supply chain of about 23 C&FA, more than 500 Distributors
and over 40,000 Retailers ice cream is widely accessible in most parts of
India. Ice cream can be purchased in big tubs and surrounds from
supermarkets/grocery stores, in smaller quantities from ice cream shops,
convenience stores, and milk bars, and in individual serves from small carts
or even at public events and places

Plants:
Ahmedabad
Pundhra, Gujarat and
Bareilly, UP

Above three plants are located in geographically favorable areas with ultra
modern production facilities. It is our quality traditions and stringent norms
only due to which our plants are accredited with world’s most trusted
quality standards like ISO 22000:2005, ISO 9001:2000 and BRC Global
Standard - Food: Issue 4

Distribution Network/ C& F agents:

The reason for having strong distribution and dealer network is due to the
lucrative margin and returns that Vadilal provides to them. Vadilal provides
them deep freezers for storage of icecreams, Display sing broads, POP, etc
promotional material that helps for in boosting business.
HUMAN RESOURCES

We believe that investment in human capital is of utmost importance in

order to achieve and sustain growth.

HR Philosophy
Vadilal Group has a progressive and a dynamic Human Resource (HR)
philosophy. We understand that Human Resource Management is
concerned with integrating people into a work environment, motivating
them to work together effectively and providing them social, psychological
and financial satisfaction – this is what we exactly try to do.

We believe in transforming our human capital into a key source of

competitive advantage because we understand its value when tough
competition is ruling the market scenario. Our strong value system is
driven by result orientation, adaptability to change, humility and respect for
subordinates and peers. We help the employees to harmonize their personal
growth strategy with the growth strategy of the group.

Employee Oriented HR Practices

HR practices in Vadilal are aimed at bringing out the best in the employees.
There is a well definedInduction Programme at Vadilal which is aimed at
orienting the new employee to the group.Performance Management
System at Vadilal is of great importance because it enables us to identify
the performers, give them feedback on their performance and plan for the
future role of the employee. We have a Flexible Compensation structure
that can motivate our employees for putting their best and hence earning
the share of revenue in the form of incentives.

Training & Development enables the employees to hone their skills, think
out of box, develop the initiatives, adopt a pro-active approach, become
more productive and have a well-defined career path which is in line with
the overall organizational objectives. Feed back from Exit Interviews is
used for constant improvements.

Culture
Organizational Culture is the easiest thing to comprehend and at the same
time the most difficult thing to define. This is because of the aura of
mystique that surrounds Organizational Culture.

The company’s constant endeavor is to create a performance driven work

culture with focus on employee satisfaction and retention.

Development
Skilled Human Capital is critical for the growth of any organization. We
believe in adding value to s human capital through various HR practices
that co-exist in unison with each other. Performance reviews, training
workshops are some of the tools that aid in nurtuing the human capital.

Quality
Quality is an integral part of the company’s well-defined and dynamic HR
policies and practices. The entire processes, development, achievement,
performance evaluation and appraisals are driven by quality of output and
result orientation.

Work-Life
We believe in work life balance and hence we have flexible working hours
at Corporate Office. This keeps our employees happy and we are able to
achieve greater efficiency and effectiveness.

Open Door
We have an open door management policy so that our employees are
always free to discuss the problems they face and the management can
always extend a helping hand to sort out the matters
CARRIER

"We are interested in fostering fruitful careers for creative and diligent
people.”
To look after our persistently expanding business of Ice creams, Processed
food, Real Estate and the like, we welcome talented and dedicated people
to join us. If you think you might have something to offer to Vadilal, you
have come to the right place for suitable rewards and growth. Whether you
seek to join Vadilal Industries right out of college or at a later point in your
career, our aspiration will be to encourage you to become a long-term
partner in our success.

Career FAQ

Rightly known as a 80 year young company, Vadilal has dynamically faced

the changing times to establish itself as a pioneer. We help the employees
in harmonizing their personal growth strategy with that of the group.

The main driving force is an entrepreneurial environment within the

organization which is lead by a thoughtful leader in the Industry and the
environment to innovate and create. Put your ideas in front of us and see
them work.

The group is in diverse business activities and hence it attains high growth
with low risks. We nourish accelerated career development programs that
ensure faster growth for performance driven people.

What will be my remuneration?

The remuneration is based on your educational qualification, no. of years
of relevant experience, industry standards and other related matters.

Which are the current openings? "Apply Now"

You might be inclined to work for any of the following divisions falling
under the spectrum of Vadilal Group:

1. Ice Creams
 2. Processed Foods

3. Vadilal Estates

4. Chemicals and Specialty Gases

5. Forex Advisory Services

So, if you have the right mix of qualification, inter-personal skills,

analytical ability and pleasing personality, you can join us by clicking on
the "Apply Now"link. Alternatively, you may also send your resume at
our office address [Mark the copy to the `Head HR']

OBJECTIVES

a) To study about Vadilal & its Products.

b) To study about consumer preferences in Sagar about ice-creams.
c) To study about consumer satisfaction towards VADILAL.
d) To know effect of advertisement on consumer.
e) Assessing the impact on purchasing behaviour.
f) To develop suggestion on Vadilal Ice Cream from customers.
 g) To make an analysis of popular Brands.
h) To collect the information on brand awareness, popularity.

RESEARCH METHODOLOGY
Research is a systematic method to gain a new knowledge. The main aim
of the research is to find out the hidden truth and has not been discovered yet.
Research is thus, the originally contribution to the existing stock of knowledge
making for its advancement.

Research methodology refers to the method adopted to collect relevant

data and other information, which form the basis of the project report.

The data collected has to be quality oriented, to ensure correct reporting

and analysis. Every effort has been made to collect primary data and secondary
data from websites.

it is exploratory research

All marketing research projectmust start with exploratory research. This

is preliminary phase nad absolutely essential in order to obtain a proper
definition of problem at hand. The major emphasis is on the discovery of ideas
and insights. The exploratory study is particularly helpful in breaking board and
vague problem statement, hopefully, in the form of specific hypothesis.

An exploratory study is characterized by its flexibility and informality.

Formal design is conspicuous by its absence in exploratory studies. Ingenuity
judgment and good luck play part in such studies.

METHODS OF DATA COLLECTION

The task of data collection begins after a research problem has been defined and
research design is chalked out. While deciding about the method of data
collection to be used for the study; the researcher should keep in mind two types
of data that is Primary data & Secondary Data.

PRIMARY DATA :

Data which was gathered while conducting the survey on different age
groups of people, both male and female.

SECONDARY DATA:

These are those data which have already been collected by someone else and
which have already passed through the statistical process. In this project
secondary data are collected from following sources:
  Websites
 Newspapers & Magazines
 Reports and publications of various associations connected with business
and industry

ANALYSIS & INTERPRETATION

1. Do you buy ice cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Yes 49
No 01
2.How frequently do you purchase ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Everyday 08
3-4 times a week 23
Once a week 07
Once a month 03
Occassionally 09
3.What is your favourite brand in ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Vadilal 30
Mother Dairy 15
Others 5
4.What makes you like that ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Quality 26
Flavours 23
Company Image 1
Advertisement 0
5.How much importance does price play in your choice of brand of ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
No Effect 27
Little 20
High 3
6.According to you which of these following brand having better delivery
system?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Vadilal 28
Mother Dairy 15
Others 7
7.How do you prefer to have your ice-cream in?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Stick 10
Cup 16
Cone 22
Others 2
8.To what extent do the advertisements & offers influence your purchase?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Very Much 21
Little Bit 24
No Effect 5
9.Where do you usually buy your ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Super Market 2
Ice-Cream Parlour 20
Ice-Cream cart/Vehicle 19
Others 9
10.Most of time you aware about new brand/flavour of ice-cream through?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Words of Mouth 16
Televisions 28
Radio 1
News Papers 5
 SWOT ANALYSIS
STRENGTHS :
 They are available in reasonable price.
 Known for product quality.
 strong presence of parent company.
 The brands almost generic to their product category.
  Wide variety of unique ice cream flavours.
 Reputation in market place.
WEAKNESS
 The durability of ice creams is not really good.
 Its melts very soon.
 Domestic business as well as many international markets is thriving.
OPPORTUNITIES
 They can come up with new flavours.
 They should fours more on their advertising and marketing strategies
 They should come up with offers for purchase of ice cream in whole
market.
 They should fours more on their supply chain management.
THREATS
 Foreign players entering in the market.
 Consumers buying power also represents a key threat in the industry.
 Consumers can easily switch to other substitutes with little cost or
consequence.

CONCLUSIONS

 98% of respondents purchase ice-creams.

 18% of respondents purchase ice-cream everyday,46% of respondents
were purchase 3-4 days a week, 14% of respondents purchase ice-cream
once a week, 6% of respondents purchase ice-cream once a month and
18% of respondents purchase ice-cream occasionally.
 60% of respondents choose VADILAL as their favorite brand,.
 52% of respondents choose their ice-cream according to quality, 46% of
them choose their ice-cream according to flavor, 2% of them choose their
ice-cream according to company image.
 In that survey I found that price does not effect their purchasing of ice-
cream.
 VADILAL is having better delivery system.
 According to survey in Sagar region, the offers and schemes effect the
purchasing very much.
 In Sagar region the awareness of new brand/flavor come through
TELEVISIONS and WORDS OF MOUTH.

LIMITATIONS

 The study is confined to area only.

 There is possibility of sampling errors in the study.
 The responses of the consumers may not genuine.
 Many of them do not known English so it was difficult to translate the

questions for them.

  Respondents to not answer correctly, afraid of getting involved in some

conspiracy.

BIBLIOGRAPHY

WEBSITES:

 www.scribd.com
 www.wikipedia.com
 www.amulicecream.com
 www.vadilal.com
 www.economictimes.com
 QUESTIONAIRE

Dear Sir/ Madam

I am conduting a survey on Vadilal ice cream I would be grateful. If you express your opinion
on the following list of questions.

Researcher's Name : Name of Person : ___________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation : ________________________

Address :

1. Do you buy ice cream?

Yes No.
2.How frequently do you purchase ice-cream?
OPTIONS GIVEN TO NO. OF RESPONDENTS
RESPONDENTS CHOOSING THE OPTION
Everyday
3-4 times a week
Once a week
Once a month
Occassionally
3.What is your favourite brand in ice-cream?

OPTIONS GIVEN TO NO. OF RESPONDENTS

RESPONDENTS CHOOSING THE OPTION
Vadilal
Mother Dairy
Others
4.What makes you like that ice-cream?
OPTIONS GIVEN TO NO. OF RESPONDENTS
RESPONDENTS CHOOSING THE OPTION
Quality
Flavours
Company Image
Advertisement
5.How much importance does price play in your choice of brand of ice-cream?

OPTIONS GIVEN TO RESPONDENTS NO. OF RESPONDENTS CHOOSING THE

OPTION
No Effect
Little
High
6.According to you which of these following brand having better delivery system?

OPTIONS GIVEN TO RESPONDENTS NO. OF RESPONDENTS CHOOSING THE

OPTION
Vadilal
Mother Dairy
Others
7.How do you prefer to have your ice-cream in?

OPTIONS GIVEN TO RESPONDENTS NO. OF RESPONDENTS CHOOSING THE

OPTION
Stick
Cup
Cone
Others
8.To what extent do the advertisements & offers influence your purchase?
OPTIONS GIVEN TO NO. OF RESPONDENTS
RESPONDENTS CHOOSING THE OPTION
Very Much
Little Bit
No Effect
9.Where do you usually buy your ice-cream?

OPTIONS GIVEN TO RESPONDENTS NO. OF RESPONDENTS CHOOSING THE

OPTION
Super Market
Ice-Cream Parlour
Ice-Cream cart/Vehicle
Others
10.Most of time you aware about new brand/flavour of ice-cream through?
OPTIONS GIVEN TO NO. OF RESPONDENTS
RESPONDENTS CHOOSING THE OPTION
Words of Mouth
Televisions
Radio
News Papers

SCOPE OF THE INDUSTRY

Vadilal observes a very strong market standing in the international front.

Success at internationalmarket is attributed to systematic induction of marketing
orientation and strengthening of marketing &distribution efforts.In the arena of
Indian exporters, Vadilal is acknowledged as a visionary force. The products are
being distributed under „Vadilal Quick Treat‟ brand in nearly thirty countries,
which speaks loud enough about its popularity and global acceptance.Also, in
this area of globalization, competition and professionalization have bundle
of opportunities available all over the world. Who would not want to grow and
emerge as a winner in this corporate world? Today‟s employees are more
ambitious and have bigger aspiration than the„baby boomers‟. They want to
grow fast and achieve their goals soon; they set higher goals and donot
compromise in achieving these goals. They are hard working, sincere,
enthusiastic, energeticand passionate and the most important is they dare to
dream, to touch the sky. Today, employeesare not stick to just one post and one
organization throughout their working life. They wantchange Development in
their career. This scenario had lead to the situation that no organizationcan
afford to ignore the importance of inculcating career development in the
organization if itdesires to retain its performers and prevent the competitors to
poach them.

FINDINGS

 From the sample that was taken into account, more than 70% male
customers prefer vadilal ice cream.

 As far as price strategy is concerned, 75% says it is ok.

 On asking of advertising script 81% says this is the most convincing

things.

 Male and female customers of almost all age groups purchase vadilal
ice cream.
  Television advertisements are the most preferred mode.

SUGGESTION AND RECOMMENDATION

• Should look for Alliance-mergers and acquisitions that

would bring synergic benefits for the company
• Reduce the attrition rate by Converting visitors into
customers
• Focus on developing nations
• presence of Service centers would add value to their
customer service
• Enhance customer support services
• Increase Company recognition through a national
advertising campaign.
• Should not only depend on the internet sales, should give
equal importance to retail stores. Though they have started
with the retail selling but they should give equal importance to
it as they give to online selling
• Build a variety of competencies