Kwality Walls vs Dinshaw

MANAGEMENT THESIS ON FACTORS INFLUENCING TO PURCHASE KWALITY WALLS ICE CREAM OVER DINSHAWS IRRESPECTIVE OF demographic PROFILE IN THE ROURKELA By (PRANAB MISHRA) E-No. 0801215708 (INC Rourkela) T ABLE OF CONTENTS 1. Acknowledgements. 2. opening a. Objectives. b. Limitations. 3. Research Methodology. 4. Findings. 5. Conclusions. 6. Append nut cases. 7. References. ACKNOWLEDGEMENTS Any accomplishment requires the effort of many an(prenominal) peck and this educate is not different. I am thankful to my faculty Supervisor Mr. C. P. Giri for keep me and guiding me throughout the intention. This report would not film been possible without her help.I am equ every endure(predicate)y thankful to the Principal, INC Rourkela, Mr. D. P. Das for encouraging me and inspiring me to do my project with full dedication. PRANAB MISHRA INTRODUCTION HISTORY OF ICE CREAM Ice beat is the most famous delicacy all everywhere the world. People of all ages love trumpery ointment and frequently enjoy it. Here be any(prenominal)what amazing facts about scum slam Nero (37-68 A. D. ), The Roman Emperor, is tell to subscribe to eaten a sort of water- icing the puck. The Chinese claim that they adopt been do and consuming Ice convulse since ages. Supposedly, Marco Polo (1254 1324) carried the Chinese Ice Cream recipes covering with him to Ven trumpery.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 nearly 2000 B. C. These were use to cool wines and foods During the late 1600s, The French King Louis XIV was know to read feasts with colored water- glassful and liqueurs. Nicholas Lemerys Recueil de curiositez r bes et nouvelles de plus admir satisfactorys effets de la nature, published in 1674, contained the counterbalance recipe for flavored ices. The Quaker colonists who brought their ice batter recipes with them introduced ic e skim to the joined 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 option consumption in the States and different parts of the world to great heights. The twentieth century proverb an explosion of sorts in the popularity of ice cream owing to availability of cheap refrigeration.Italian confecti unrivaledrs made Gelato, their take form of Ice Cream, which became immensely famous collec delay its texture and lightness. During the St. Louis Worlds Fair in 1904, cones were used for the root 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 cream y yet light texture. To sidereal day, it is popularly known as the Softy ice cream. In the 1980s, the obsolescenter, thicker ice creams made a comeback and were referred to as Premium Ice Creams. Basically the ice-cream business organization comes downstairs 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 tetradth largest sector in the economy with a contri un slighte market size of around US$ 18. 1 bn. Ice-Cream atom of FMCGIce-cream is one of the most important part of FMCG sector. It comes under Food and Beverage segment. The join 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, at that place was very little affect of Ice-cream in India but as the time passed away, the demand of Ice-cream is excessively increasing in India.Now a day, there are six national aim 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 some(prenominal) as its share in US and some opposite foreign countries. According to the deal 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 spare-time activity tableTABLE 1- PER CAPITA CONSUMPTION OF ICE-CREAM (IN US $)-As given in the preceding(prenominal) table, the per capita consumption of Ice-cream in India is tho US $0. 2 which is much littler than the same in USA, but the main thing is the increasing opportunities for Ice-cream trade. major(ip) FACTORS1. The broad market of semi urban market. 2. Least no. of competition. 3. enlarge in consumption level of people. 4. Favorable climate for ice-cream in India. 5. gross domestic proceeds kindleth and growth in per capit a income. We can get all the datas regarding the per capita incoma of India from the undermentioned tableTABLE 2- PER CAPITA INCOME OF INDIA SINCE 2000 As given in the table, the gross domestic product of India is increasing in the last 5 years.It has brought a remarkable motley in the spending ha fightings of consumers it has moved the consumers preferences from economic to premium products. In those days, people unhasitantly wants to spend money on corking and timbre products. It has been a gain for food and beverage indus demonst rank. As the result the ice cream indus effort is also improving and it develops at an increasing rate. THE THREE STAGES IN CONSUMPTION PROCESS OF ICECREAM Pre- corrupt- Brand motion-picture show, Health issues, suitability Brand image of the ice cream The consumer considers the kind of image the soft touch that he is issue to purchase depicts.It has to suit certain status symbol, character reference and any other personal distinguish requireme nts that the consumer may have. It is important that the injury maintains good pull up stakes, hunky-dory to the consumer Health Issue to ice creams relating-The modern consumer is juicyly health witting and is becoming aware of the rising health issues and its impacts. It is important that the brand satisfies this impoverishment of the consumers and ensures health related gains rather than loss. About which we will be discussing get on in this report. Suitability The product should suit the taste, flavor and ingredients that is in profligate with the consumer needs and wants.Purchase-Price, Environment, Service Price of ice cream -Price should be low-priced and the product should provide moneys worth in foothold of quality, quantity and consumer rejoicing. 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(prenominal) that the consumer wants to stick there and spent som e quality and quantity time. Service- The service should be fast so that the node waiting time should be less and leads to their expiation and results in formation of good brand image. Post-purchase- step, Satisfaction, Store experience flavour of ice cream the quality of the ice cream delivered certainly plays a lively 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 original experience of the customer with the brand considering miscellaneous factors as mentioned above and then concludingly arriving at a coating saying whether he is satisfied or not from the product.OBJECTIVES Explore the catchout of the consumer towards ice-cream. Understanding the get expression and thinking about Kwality debates and Dinsh aws ice cream. Find out the preference of the consumer regarding the two brands. Investigate the purchase of Kwality Walls over Dinshaws ice cream irrespective of demographic structure in Rourkela city. Have comparative study of value of products of both the brands. Determine the customer awareness regarding both the brands. LIMITATIONS Since ice-cream being an entertainment retailers are not able to highlight the exact attributes. gadget sampling used here has its own limitations. There have been some inaccuracies due to non cooperative and rude behavior of the respondents. Due to unavailability of accurate secondary data, my reliance was made on the primary data. When I interviewed children and teenagers, sometimes they use to give answers under the run of their parents or elders. Dinshaws ice cream has no homepage. Few outlets for Kwality Walls ice cream. RESEARCH METHOD SAMPLING METHOD Convenience sampling was used by the researcher because it is easy and cheap to watch data.Moreover the population size was very large to cover so it was outmatch to use convenience sampling. DATA COLLECTION Both Primary as well as Secondary Research Method has been included for preparing this final report. PRIMARY SOURCE Observation Personal Interviews OBSERVATIONS It is the methods of nothing and recording selective instruction without asking specific psyche from the respondents. The advantage of this method is that it is highly potent to provide information asked for. PERSONAL INTERVIEWS In this method I asks the question from the performa in the order questions are listed and record the replies.SECONDARY SOURCE Google search engine. early(a) web links. COMPANY PROFILE KWALITY ICE CREAM Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 became the first gild in the country to use imported technology for manufacturing ice-cream on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwa lity conference joined hands with Hindustan Lever Limited and then there was no looking back. The Indian consumer market was introduced to KWALITY WALLS the result of a collaboration mingled with global brand Walls and the leading Indian ice-cream brand Kwality.Though the two giants at long last parted ways, the collaboration made Kwality a household name and created latterly in roads for the brand in the consumer market. Today, Kwality is not just a brand it is the ice-cream associated with the Indian summer its the first choice in ice-cream for any child or adult during the scorching Indian summers. Kwality ice-creams are believe not completely for their rich, creamy flavours, but also for their trusted quality and nutritious food value. PRODUCT PROFILE Type pick Tiramisu Nochiola Caramel Crunch Cookies n Cream Fruit n glob Mocha Brownie shelve Paddle Pop Black pipeline Jelly Candy Cake XplosionChoco Berry Nova Choco vanilla Feast Choco acidulate out, Chocolate, alm ond Fudge, Fruit n Nut, Moo Stick Sandwich Multi Cornetto Snackers Filrty hemangioma simplex Choco Fudge Butter evade Italian Gelato DINSHAWS ICE CREAM stock Early 1930s Two enterprising brothers, DINSHAW and ERUCH RANA, started a small dairy business in Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and transparent business practices, brought prosperity and confidence to the young businessmen. When opportunity knocked in the form of an Englishman who suggested that they try manufacturing ice cream, the idea was readily translated into reality. DINSHAWS ICE CREAM was born(p) in 1933 when Nagpurians came to know the creamy, hand churned delicacy. INTIAL offset An alien concept, ice cream eating was considered a luxury, which could only be indulged in, on very modified days during the sweltering heat of Nagpurs grueling summer. The conviction of their supreme success, and the vision of these young entrepreneurs, far outweighed the difficulties of running a purely seasonal business with its vagaries of demand . By mid forties, Nagpurs gentry had prolonged ice cream eating into the winter and the name DINSHAWS had cash in ones chips 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 grace spawned a net work of enthusiastic dealer-franchises all over fundamental India, where DINSHAWS enjoy near monopoly even forthwith.Success breeds Success. The sound business principles of the founders, which gave them their sign success, became the foundation of DINSHAWS business edific e. Quality intendedness 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 samely distributors and dealers of other areas and greater demand for varieties from existing areas forced DINSHAWS to distend its manufacturing capacities.Imported continuous foreswearzers expand plants and storage facilities wide with market demand. By 1989 dusty storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Aurangabad, Pune, Hyderabad, Guntur and Vishakhapatnam more by pressures of demand than by design. Consumer appreciation for its products and for its credo of VALUE FOR MONEY forced continuous enlargement and modernization of manufacturing capacities which today are to the tune of 35000 Liters of ice-cream per day. By 1990 the business was experiencing obstac le in getting regular supplies of good quality to need its ever-increasing needs.The obstacles were sullen into an opportunity to diversify into Diary business. The firm had turned full electrical circuit by coming back to its parent business of Diary which today has a capacity to process and pouch 1lac liters of Milk per day. The citizens of Nagpur who were dependent only on take out supplied by Government Milk Scheme and local vendors welcomed the supply of standardized quality milk and DINSHAWS became the first brand milk to be sold in Nagpur. Being a creditworthy corporate citizen and being aware of the needs of protecting its environment, DINSHAWS have invested more than Rs. 0 lakhs in an Effluent Treatment Plant, which is a mildew for any industry of its size. 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 transnational giants of the industry because of the inherent streng th of its products, policies and people. PRODUCT PROFILE Type Cups Fundae strawberry mark Vanilla Big Cups Kesar pista Choco chips Kaju Kismis Butter sexual conquest mango Pista hemangioma simplex Vanilla Bars Ice Lolies Heart Beat Tripple Treat Champ Choco bar Choco bar Kulfi Take Home PacksFamily Tubs Anjir Badam Mocha Almond Banana smash Kesar Kamaal King Alphanso Fruit Overload Choco Chips Butter Scotch Pineapple imperative Smart Packs Smart Raspberry Smart Mango Tago Family Packs Vanilla Strawberry Pista Party Packs Kesar Pista Butter Scotch 3 in 1 Strawberry Vanilla Log Lamour Club Pack Novelties Sundaes Maha Sundae Butter Scotch Mocha Almond Fruity Fundae Novelties Cassatta Flora Kulfi Yorker Cones Carnival Butter Scotch Choco chips Orange city Badam Roasted ANALYSING AND INTERPRETETION Credit period friendship Kwality Walls Dinshaws Days 5-6 days 7 daysThe credit period given by Dinshaws is 7 days as compared to Kwality Walls which is providing credit period of 5-6 day s. sound off Company Kwality Walls Dinshaws Major complaint Delivery time is high Poor service during peak season Rating ** ** Rating levels **** degree centigrade% satisfied *** More than 80% ** More than 60 % * Below 60% It was observed that the dealers are complaining. 4 star systems is used to find the satisfaction level. Margin structure Brands Name Kwality Walls Dinshaws Margin to distributor 8% 10% Margin to Retailer 22% 25. 50% Dinshaws is freehand more margin than Kwality Walls. Market share (Product wise)Product Strawberry Chocolate Mango Vanilla Others voice 30% 18% 18% 14% 20% Even after the entry so many differentiated product ranges Strawberry is still ruling the market. Importance of Attributes Attributes Taste Price Company Image Advertisement Conscious 39% 44% 6. 5% 10% It is observed that the people in Rourkela city are more conscious about Price than Taste. These are the four factors which affects the buyers decision process. CS ON UMP IO O IC -C E T N F E R AM TEE NAGE R CHILD with child(p) OLDPE ON RS Data 41% regarding different consumers choice 23% 21% 15% TE ENAG R E CHILD braggy OLDPERSONThe above graph is showing the demand of ice-cream among the different age level of consumers. As per above data chart, the consumption of ice-cream is more among the teenagers. Due to the season, trend, advertisement, and some other requirements, they prefer ice-cream much more. At the present time, the 41% of core consumption of ice-cream is done by teenagers. Children are second most demandable consumer for ice-cream. In the other sense we can say that the children are the way to turn a persons mindset for purchasing of goods. Present time, there are 23% of total consumption of ice-cream is done by children.From the last few years, the demand of ice-cream is increased among the service persons, college students, sports persons and so forth the 21% of total consumption of ice-cream is made by adult persons. There are some flavors of ice- cream corresponding strawberry, chocolate etc are most preferred by old peoples. 15% of total consumption is done by old persons. Quality COMPARE QUALITY OF BOTH ICE-CREAM COMPANY PRODUCT AWARENESS either people are known about dinshaws ice-cream. Market Share (Kwality walls vs. Dinshaws) The following table shows the market share of each company in Nasik ice-cream market. CompanyKwality Walls Percentage 9% Dinshaws 23% Dinshaws ice-cream share is 23% in Rourkela ice cream market. dinshaws ice-cream has also exclusive parlors. LITERATURE REVIEW Today Consumers have high expectations than ever before. They want products to match these expectations. They also want accurate, up-to-date and effective information about what they buy and above all they need Quality According to the report of Sumit Kukreja, a management trainee from Amity University, food and beverages are the one of the largest growing trade in FMCG sector and ice-cream is the pathfinder of this trade.The continues gr ow in the demand of ice-cream in India is showing the great opportunity in future. Motilal Oshwal, a marketing research company has been reported that the growth rate of icecream in India is steady but it increasing in the future. Survey by A. C. Nielsen shows about 71 per cent of Indian take notice of pack-aged goods labels containing nutritional, information compared to two years ago which was only 59 per cent. India is the largest milk manufacturer in the world, yet only around 15 per cent of the milk is processed. The organized liquid milk business is in its infancy and also has large long-term growth potential.Even investment opportunities exist in value-added products like desserts, puddings etc. According to CMIE Data, Aggregate sale of this industry is expected to increase by 19. 2 per cent during the December 2009 quarter. FINDINGS 1. The basic reason of buying that brand most of the answers were quality, availability, packaging and the decor of the store. 2. Consumers pre ferring DINSHAWS and KWALITY WALLS were a bit price conscious though but they agreed that they do look for more quality and taste. 3. The advertisements and offers do influence consumers purchase behavior regarding ice cream. 4.The basic needs that consumers want to fulfill through an ice cream are taste and quality. And that without providing taste it is not possible to sell a product like ice cream. 5. Any ice cream brand in the town should have sophisticated packaging, more flavors, availability, natural elements etc. to cater to their unfulfilled needs. 6. There is lack of Sales Promotional Activities i. e. free tattoo, extra weight, toys, quiz contest etc. 7. Some of retailers places both brands harmonise to consciousness and demand of customer 8. Dinshaws ice-cream share is 23% in Rourkela ice cream market whereas Kwality walls has only 9% market share. . The quality of Dinshaws ice cream is better than Kwality walls ice cream. 10. Dinshaws ice-cream has different variety of ice-cream. They have provided many packs such as select & premium. These two have provided the customer to subscribe to a pack of his choice. CONCLUSIONS 1) The response regarding both the companies varies from person to person. 2) India has a good potential market for the ice-cream research shows that an average Indian eats ice-cream four times a year so company must try to increase this rate by promoting effective campaign. ) Taste and price are the two main attributes that people feel important for the purchase of ice-cream. 4) During survey it was found that Kwality Walls has less visibility, which has capability to retain image in consumers mind. So it is very necessary to increase it. 5) Rourkela has lots of nearby places for picnic, which remains overcrowded on weekends, so more mobile vans should be added to increase the sales. 6) Some of the innovative ideas should be made for the high selling retailers. Such as forming the union and giving them special packages which wil l encourage the dealers. ) To attract youths, sponsorship programs needs to be taken. 8) The rates of all the companies are generally equal. But special concomitant of ice-creams rates are different. Such as party packs, family packs, knickknackery & other the rates, which are equal of all the companies in regular items such as Ice candy, Bar, Cone, Small Cups & Large Cups. 9) Finally I would like to conclude that as far as Rourkela city is concerned people purchase more of Dinshaws ice cream instead of Kwality Walls ice cream. APPENDICES QUESTIONNAIRE (Common) 1. What is your pet brand in ice cream? . What makes you like that ice cream? 3. How much importance does price play in your choice of brand of ice cream? 4. To what extent do the advertisements and offers influence your purchase? 5. What is the only thing that an ice cream must have according to you? 6. What will be the factors that you suggest a new ice cream brand in your town should have? QUESTIONNAIRE (Special) 1. DO Y OU KEEP THE ICE-CREAM? A) YES__ B) NO__ 2. WHICH IS YOUR LARGEST SELLING ICE-CREAM crisscross? A) DINSHAWS__ B) KWALITY WALLS__ 3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS?A) PREMIUM __ B) CONE__ C) CUP__ D) STICK__ E) OTHERS__. 4. ARE YOU SATSFY WITH THE DELIVERY SYSTEM OF distributer? A) STRONGLY SATISFY__ B) SATISFY__ A) AVG. SATISFY__ D) LOWER SATISFY__ E) UNSATISFY__ 5. How do you scale your ice-cream? ATTRIBUTE POOR add up GOOD EXCELLENT PRICE SWEETNESS PACKAGING SCHEMES AVAILABILITY 6. SUGGESSIONS.. REFERENCES http//www. kwalitywalls. in/hoic. htm http//www. kwalitywalls. in/freezer. htm http//www. hul. co. in/brands/kwality_walls. asp http//www. scribed. com http//www. google. com