Gelato Italiano (1)
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Transcript of Gelato Italiano (1)
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BATCH:
2012-14
SUBMITTED TO:
Dr. M.R. Suresh
Professor,
Business Research,
SDMIMD, Mysore
BUSINESS RESEARCH PROPOSAL
GURJAR RESEARCH ASSOCIATES
SUBMITTED BY:
GROUP C-9
Ali Mohsin P.M. (12124)
Mohita Kaushik (12150)
Nadeer Muhammed S (12151)
Namratha Subramani (12152)
Varun Kumar (12175)
Vinay Prakash (12178)
TOPIC ICE CREAMS
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Table of Contents1.1 EXECUTIVE SUMMARY............................................................................................................... 2
1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT ..................................... 2
1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS ....................................................... 3
1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY .................................................... 3
1.5 BACKGROUND .............................................................................................................................. 3
1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE .................................................................. 3
1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US ............................................................... 4
1.6 EXISTING ICE CREAM MARKET IN MYSORE ......................................................................... 4
1.6.1 BRANDS AVAILABLE IN MYSORE..................................................................................... 4
1.6.2 ICE CREAM PARLOURS ........................................................................................................ 5
1.6.3 GELATO MARKET.................................................................................................................. 5
1.7 RESEARCH OBJECTIVES ............................................................................................................. 5
1.7.1 ORGANISATIONAL CONTEXT ............................................................................................ 5
1.7.2 OBJECTIVES ............................................................................................................................ 6
1.8 RESEARCH DESIGN ...................................................................................................................... 6
1.9 FIELDWORK/ DATA COLLECTION ............................................................................................ 6
1.9.1 TARGET POPULATION.......................................................................................................... 6
1.9.2 DATA COLLECTION .............................................................................................................. 7
1.10 DATA ANALYSIS......................................................................................................................... 8
1.11 REPORTING .................................................................................................................................. 8
1.12 COST AND TIME .......................................................................................................................... 8
1.13 DUMMY TABLES......................................................................................................................... 8
1.14 IRP TABLE .................................................................................................................................. 10
1.15 QUESTIONNAIRE ...................................................................................................................... 11
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1.1 EXECUTIVE SUMMARYThis proposal provides a detailed marketing research strategy designed by Gurjar Research
Associates to conduct a study on market prospects of Gelato Italiano, a product of the Pan
India Food Solutions Private (Blue Foods) company, one of the agencys clients. Themanagement of Blue Foods have expansion plans to increase its overall market share across
various cities all over India through a mix of owned and franchise model. In the process the
company wants to study the market conditions, consumer awareness of the brand Galeto
Italiano through a market research to expand its operations in Mysore city. The objective of
the company is to evaluate the market potential for Blue Foods in Mysore for its Gelato
Italiano Brand on an owned model basis.
This proposal by Gurjar Research Associates provides an outline of a marketing research plan
to fulfil various objectives of the company, Blue Foods. It also includes the detailed price
quotation and required time to complete the project and provide an analysis of the overall
market conditions. The marketing program has been developed around Blue Foods Mission
Statement To bring people together for the most flavourful, natural and fun frozen ice-
cream and yogurt experience while promoting a healthy lifestyle. This integrated campaign
will also help to create and promote Blue Foods live and active culture (where customers
can have a fun, healthy and flavourful experience). The campaign will even help tocommunicate and generate consumer awareness.
The following pages contain a Situation Analysis process, data collection methods and
sampling details, Critical issues, Marketing Objectives & Strategies, Implementation Plan
and Financial and Time Projections.
The marketing research will involve secondary data collection and market surveys in order to
understand the market potential for healthy ice creams and the consumer behaviour towards
the same. The details of the fieldwork and the staff are included in the proposal in detail.
1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT
A frozen dessert is defined as any type of dessert made by freezing a mixture of liquids, semi
solids, and sometimes even solids.
Ice creams contain atleast 10% milk fat and 6% Non-fat milk solids. Anything lessthan those are considered to be different from frozen desserts
Ice creams are creamier and richer in flavour as compared to other frozen desserts
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Ice creams are further categorized based on the amount of milk fat it has while frozendessert can be a lot of things
1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS
Ice CreamServed frozen; contains more fat; made from milk; contains more air
GelatoMelts faster; softer; less fat; contain less air; churning happens at a slower speed;
some are water based and contain no milk; served and stored in a little warmer temperature
than ice creams
1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY
Gelato means ice cream in Italian language. Gelato contains less fat, less air with 100%
natural ingredients which are mostly water based rather than milk. This ice cream is mostlytargeted at health conscious and diabetic population.
With the amount of health conscious and diabetic population increasing in Mysore, Blue
foods wants to conduct a research to study the market potential of Gelato in Mysore.
1.5 BACKGROUND
1.5.1 BLUE FOODS LIMITED: COMPANY PROFILEIncorporated in September 2000, Pan India Food Solutions Private (Blue Foods) commenced
its operations in Mumbai and fast expanded its orbit covering other major cities across India.
Being one of the leading players in organized retail restaurant business, Pan India Food
Solutions Private Limited currently dominates approximately 2,01,460 sq ft of food and
beverage operations through its brands:
Spaghetti Kitchen Copper Chimney Gelato Italiano The Coffee Bean & Tea Leaf Bombay Blue Noodle Bar Food CourtsFood Talk and Spoon Penne
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The companys expansion map has an aggressive strategic roll out plan, which aims to
initiate many more Restaurants, Gelato Parlours and Food Courts across India in the next 12
18 months.
Over the course of a decade, Pan India Food Solutions Private Limited (Blue Foods) has
expanded its presence to cities across the country through a mix of owned and franchise
model. By offering a wide range of options for diningbe it a value for money destination or
fine dine restaurant Pan India Food Solutions Private Limited reaches out to customers
from different walks of life.
One of the early movers in the largely unorganized Indian restaurant market, Pan India Food
Solutions Private Limited established a scalable national presence. In the Indian milieu, it isone of the few companies to have brands and the platform to achieve country-wide scale and
be profitable at the same time.
1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US
Gurjar Research Associates was started by six SDMIMD students in the year 2001. The firm
has gained widespread industry acceptance over the years and has handled a large number of
projects in various fields. The clients of the company include HUL, P&G, Iglu Labs, Tax
Spanner, Nestle India Ltd., Odigma, etc.
The company possesses advanced computer equipment and research facilities in its
headquarters at Bangalore. The company has an MOU with SDMIMD, Mysore where
students are trained by the company and they work as interns for the firm in return. Faculty
Development Programmes are also conducted for various colleges in and around Bangalore.
1.6 EXISTING ICE CREAM MARKET IN MYSORE1.6.1 BRANDS AVAILABLE IN MYSORE
S. No. Brand Variants Available Price Range (Rs.)
1 Nandini Ice-creams Brick, Candy, Cup,
Stick Ice-creams,
Sundae
5-120
2 Joy Ice-creams Brick, Candy, Stick,
Cup
5-80
3 Kwality Walls Brick, Candy, Cup,
Stick Ice-creams,
Sundae, Dessert Icecreams (cakes)
5-210
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4 Amul Ice-creams Brick, Candy, Cup,
Stick Ice-creams,
Sundae, Dessert Ice
creams (cakes),
Exotic flavoured ice-
creams
5-180
5 MTR Ice-creams Brick, Candy, Stick,
Cup
5-120
6 Dairy-day Brick, Candy, Stick,
Cup, Sundae
5-120
7 Avin Ice-creams Brick, Candy, Stick,
Cup
5-100
8 Hangyo Ice-cream Brick, Candy, Stick,
Cup
5-100
1.6.2 ICE CREAM PARLOURS
S. No. Parlour Price (Rs.)
1 Corner House 45-140
2 Polar Bear 45-110
3 Cream and Fudge 60-130
4 Baskin Robbins 70-200
5 Cubs 50-80
6 Orchid Fresh 60-110
1.6.3 GELATO MARKETThere is only one player in the market that is the major competitor for Gelato Italiano, called
Just Gelato. Usually they maintain a stock of 12 Variants which are changed daily. Top 6
selling flavours are available throughout and other 6 are subjected to change. Out of 12, 10
are Gelato and the other two are sugar-free Yoghurts.
S. No. Serving Price (Rs.)
1 Small Cup (1 Scoop) 60
2 Large Cup (2 Scoops) 80
3 Small cone (1 Scoop) 60
4 Large Cone (2 Scoops) 805 Special Cone (2 Scoops) 120
1.7 RESEARCH OBJECTIVES
1.7.1 ORGANISATIONAL CONTEXT
The management of Blue Foods have expansion plans to increase its overall market share
across various cities all over India through a mix of owned and franchise model. In theprocess the company wants to study the market conditions, consumer awareness of the brand
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Galeto Italiano through a market research to expand its operations in Mysore city. The
objective of the company is to evaluate the market potential for Blue Foods in Mysore for its
Gelato Italiano Brand on an owned model basis.
1.7.2 OBJECTIVESThe overall objective is to evaluate the market potential for Blue Foods in Mysore for its
Gelato Italiano Brand on an owned model basis. Gelato Italiano is a dessert brand targeted at
health conscious consumers of India with its 96% fat free ice creams and yogurts. They have
presence in major cities like Delhi NCR, Bangalore, Mumbai, Kolkata, Hyderabad and Pune.
The following are the sub objectives of the research:
To understand the consumer buying behaviour for ice creams, in Mysore To briefly study the existing ice-cream and gelato market in Mysore To test the awareness of the consumers about healthy dessert-options To evaluate consumer acceptance of a health conscious ice cream To study and analyse the competitors
1.8 RESEARCH DESIGN
1) Secondary Research: This research will try to find answers to the followingquestions:
a. Market size detailsb. Competitors in the marketc. Pricing strategyd. Quantitye. Variety and flavours
2) Market Survey: Face to Face interview will be conducted to study the consumerbehaviour and perception towards the brand.
3) Research Approach: The type of research is exploratory and descriptive in nature.
1.9 FIELDWORK/ DATA COLLECTION
1.9.1 TARGET POPULATION
The population will consist of a mix of respondents from various socio economic groups. The
School Students consist of people in the age group of 12 to 15 years, College students will
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consist of graduates, post graduates and above, office goers will basically consist of people in
the age group of 25 to 55 years, homemakers will consist of unemployed females in the age
group of 25 to 55 years and Senior Citizens will consist of both males and females above 60
years of age. The population considered is basically from urban and Semi-urban areas of
Mysore as the product is healthconscious ice creams and the company wants us to evaluate
the market potential in urban and semi-urban areas.
Sample Size: The proposed sample size is as per the table given below. The technique used
for sampling is Cluster Sampling (units in the population can often be found in certain
geographic groups or clusters), a part ofRandom Sampling.
SAMPLING
FRAME
TOTAL SAMPLE
School Students 30
College Students 50
Office Goers 50
Homemakers 15
Senior Citizens 15
1.9.2 DATA COLLECTION1. Three different schools selected on the basis of popularity, region and income level of
parents.
2. A mix of students from Pre-University Colleges (PUC), UG Colleges and PGColleges.
3. For office Goers, the type of sampling technique used is Quota Sampling (aim is toobtain a sample that is representative of the overall population, the population is
divided by the most important variables like income, age, location etc.).
Based on this, the sample will be a mix of IT & ITES and Manufacturing Sector, from
industries in and around Mysore.
4. High-income (Kuvempunagar, Jailakshmipuram, Vijaynagar, Saraswathipuram,Yadavgiri) and mid-income (JP Nagar, Vidhyaranyapuram, Lakshmipuram)
Residential layouts will be targeted.
5. Parks in residential areas will be targeted to survey the senior-citizens in Mysore(park intercept, a new technique by GRA).
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Field Staff: To conduct the market survey we have 6 extremely qualified interviewers from a
premier B-school.
1.10 DATA ANALYSISThe analysis will involve computer tabulations, in the form of frequency distributions.
Subsequent requirements for statistical analysis will be discussed, once the initial data is
evaluated.
1.11 REPORTINGFollowing the qualitative section of the research, an interim report will be submitted,
followed by a meeting with the client to discuss the next stage of the research. A formalpresentation of all the findings of the research along with the conclusion will be provided at
the end of the research. The responses of the respondents can be provided on request.
1.12 COST AND TIMEPhase Human Resource Time (days)
1) Secondary Research 3 52) Market Survey 6 183) Quantitative and
Qualitative Analysis
3 10
4) Final Report 6 10
1.13 DUMMY TABLES1) Socio-Demographic Details of the Study Respondents
Characteristics Data
Age (in Years) Mean, standard deviation, median, range
Gender Male (n%), Female (n%)
Education School, Graduate, Post Graduate and above
Occupation Homemaker, Self Employed, Employed,
Unemployed, Retired
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2) Dessert Preference based on Gender
GenderDessert Preference
Ice Cream Yogurt Gelato Sorbet
Male X X X X
Female X X X X
3) Dessert Preference based on Income Levels
Income LevelDessert Preference
Ice Cream Yogurt Gelato Sorbet
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20,000
20,000-
30,000
X X X X X
30,000 andabove
X X X X X
1.14 IRP TABLE
Sources of
Information
Respondent
Group
Information Requirement Scaling
approach
Primary
Schools School
Students
Preference of Flavours, Variety (Cone,
Cup), Ambience (Play area), Frequency
of Purchase
Mix of
Nominal,
Ordinal,
IntervalColleges CollegeStudents
Proximity, Ambience, Price Range,Flavours, Offers (ex. Valentines Day
Offers), Service, Frequency of Purchase,
Health Consciousness
Industries Office Goers Proximity, Ambience, Price Range,
Flavours, Frequency of purchase, Health
Consciousness
Residential
areas
Homemakers Health Awareness, Price, Service, Offers,
Frequency of Purchase, Proximity,
Flavours
Parks Senior
Citizen
Health Awareness, Price, Service, Offers,
Frequency of Purchase, Proximity,
Flavours
Secondary
Internet Popularity of brands , Awareness of
health conscious dessert options ,
Competitors analysis
Research
Paper
Popularity of brands , Awareness of
health conscious dessert options ,
competitors analysis
Wellness
Magazines
Awareness of health conscious dessert
options, No. of articles published on
DessertsNewspaper
(Local andNational)
Popularity of Brands, Market Size,
Competitors, Awareness of healthconscious dessert options, No. of articles
published on Desserts
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1.15 QUESTIONNAIREDate:_________________
Dear Sir/Madam,
We the students of SDM Institute for Management Development, Mysore are conducting a
market research to understand your buying behaviour for ice creams and evaluate your
awareness about health conscious dessert options. Kindly extend your cooperation in filling
this questionnaire and enable us in doing the research successfully.
1. Do you like ice creams?YesNo(If Yes, Proceed further, else Thank you for your valuable time.)
2. Which is your favourite ice cream flavour?1- Most preferred 6- Least preferred
Flavours 1 2 3 4 5 6
Vanilla
Chocolate
Strawberry
Butter-
scotch
Fruit
flavour
Coffee
Others
(Please
mention)
3. What do you prefer to have ice cream in/with?CupConeWaffles
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StickTub
4. How often do you eat ice creams?EverydayOnce in a weekTwice in a weekMore than 2 timesOnce in a blue moon (Rarely)
5. You buy ice cream because of (Tick the appropriate)Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Flavour
Price
Brand name
(Ex. Amul,
Baskin
Robbins etc.)
Proximity
Offers &
Advertisements
Quality of
Service
6. Which brands you prefer?1Most preferred 8Least Preferred
Brand NandiniJoy Ice
creams
Kwality
WallsAmul MTR
Dairy-
DayAvin Hangyo
Ranks
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7. Where do you usually buy your ice cream?SupermarketIce Cream ParlourRetail OutletsIce Cream Cart/VehicleRestaurantsOthers (Please mention) ______________
8. Purpose of visit to an ice cream parlour?Social events (birthdays, anniversaries etc.)Hang out with friendsShopping out with familyExclusively for ice creamNo special purpose
9. In groups of how many you usually visit an ice cream parlour?Alone
2 to 3
4 to 6More than 6
GELATO - Gelato contains less fat, less air with 100% natural ingredients which are mostly
water based rather than milk, i.e. a HEALTHY ICE CREAM.
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10.Have you ever heard of Gelato?YesNo
(If yes, proceed further; else go to question no. 16)
11.Which all brands of Gelato you have heard of?Just Gelato, MysoreGelato ItalianoOthers (please mention)
12.From where have you heard of Gelato?Dear and NearNewspaper and MagazinesInternetTVOthers
13.Have you ever tasted Gelato, if yes, which flavours you have tried of and from where?_______________________________________
(If no, please go to question no. 16)
14.Would you like to prefer Gelato over Normal Ice cream?YesNo, any particular reason _________________________________________
(If yes, proceed further; else, go to question no. 19)
15.What factors influences you to go for Gelato?
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16.Would you like to have a healthy Dessert Option like Gelato, in Mysore?YesNo
(If yes, proceed further; else go to question no. 19)
17. Are you willing to purchase Gelato Italiano desserts if available in Mysore?Highly interestedInterestedLeast interestedDont know
18.How much would you like to pay for a scoop of Gelato Italiano?Less than Rs. 40
Rs. 40 to 60
Rs. 60 to 80Rs. 80 to 120Price not an issue!!
19.Name:_______________________________________________________________20.Age:________________________________________________________________21.Gender:_____________________________________________________________22.Adress:_______________________________________________________________
_____________________________________________________________________
23.E-Mail:______________________________________________________________24.Phone No:____________________________________________________________25.Occupation:___________________________________________________________26.
Household monthly income (Tick, if applicable)
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10,000-20,00020,000-30,00030,000 and above
Thank You