Vadilal-MBA Porject Report Prince Dudhatra

8/6/2019 Vadilal-MBA Porject Report Prince Dudhatra

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INDUSTRIAL TRAINING REPORT ON

VADILAL ICE-CREAM

Undergone at VADILAL ICE-CREAM AGENCY{With special reference to Brand, Brand

Positioning Along with consumer survey}

Prepared byMayur J Ramani

Roll no. : 23 Seat No.:

Guided byProf. Kuldeep Jobanputra

Academic Year2007-08

Class T.Y.B.B.A.

CollegeGrace College

Submitted toSaurashtra University

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DECLARATION

I, the undersigned, Mr. Mayur J Ramani the student of T.Y.B.B.A.,here by declare that this project is my own work and has been carried outunder the effective supervision and guidance of lecturer, Mr. KuldeepJobanputra of R. P. Bhalodia College of computer and commerce(B.B.A.).

This work has not been previously submitted to any other institution or any other university for any other purpose.

Place: Rajkot Mayur J Ramani

Date:

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PREFACE

Experience enables you to recognize a mistake when you make itagain.

This proverb is closely related with B.B.A., in T.Y.B.B.A. we arehaving a subject regarding industrial training report. It is a practicalsubject.

The main aim of this subject is that through this subject studentshould learn about basic ideas and practical knowledge of business,which is very important in B.B.A., we are assigned to prepare a report onone of the topic of marketing.

In this report, I would like to throw some light on brand and brand position about VADILAL ICE CREAM Ahmedabad. To gain on the practical side and to know the real picture I have also conducted a surveyin Rajkot city and I collect the information in the best of my ability.

Place: Rajkot Mayur J Ramani

Date:

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ACKNOWLEDGEMENT

I am heartly thankful to all the persons who spared their valuabletime and helped me a lot in preparation of this project report. There aremany people behind making of this report. Without their help andguidance, this report would never have been made possible.

First of all, I would like to express my sincere thanks to Trusty of R. P. Bhalodia College, and our institution for giving me this goldenopportunity. I am greatly thankful to our B.B.A. in charge Mr. KuldeepJobanputra for giving me proper guidance and co-operation for makingthis report more meaningful.

I am very much thankful to sharad bhai Mehta who spared hisvaluable time for helping me and making my work easier by providing allthe necessary and valuable information about the company. And last butnot in the least I am thankful to all the persons who directly or indirectlyhelped me to make this report.

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INDEX

Sr.No.

Particular PageNo

.1 Ice-Cream Industry In India 6

2 General information. 8

3 Product of vadilal 18

4 Vadilal one step Ahead Service 26

5 Changing Role of Marketing 29

6 Branding 32

7 Brand positioning 39

8 Research Methodology 46

9 Analysis & Interpretation of Data 56

10 Suggestions By customers 70

11 Limitation of study 71

12 SWOT Analysis 72

13 Suggestions 73

14 Bibliography 74

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ICE CREAN INDUSTRY IN INDIA

The word ice-cream it self isenough to ensure a sweet feeling of coolcreams and makes mouth full of thunder.The history of ice-cream industry is oldenough. The first ice-cream industry is oldenough. Jacob Fusel in U.S.A. earlier itwas considered as luxurious item andconsumed mainly by kings and landlordsestablished the first ice-cream factory inyear 1851. in earlier years the ice-creamwas sold in loose condition. At that timenot such packs were available but in 1904ice-cream cones were introduced. Themarket then slowly increased. As a resultthe seller had to find out various means for

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better transportation. So various types of packets were used for transporting ice-cream from one place to another. At thattime no such refrigerated vans were

available and so ice-cream was transportedin thermocol boxes.

In India due to tremendous potential for expansion in urban as wellrural areas and owing to the evolution of Fun food culture ice-creamindustry is all set to there in Indian environment. Ice cream is very

perishable project and it requires quick action both on the side of dealer as well as company. Also due to instant demand the demand cannot beshifted to future period. The rule Survival of the fittest will work for

this.The company, which owns wide and extensive distribution

network, is winner. In Indian the organized sector accounts only 15% -20% of the market share. Small ice-cream makers fulfil rest of thedemand.

There is a major difference about ice-cream product in our country and other developed countries. Here children mostly consumeice-cream as supplementary eatables while they are for outing. Our

people do not accept it is full-fledged food. American and western peoplesee ice-cream as substitute for food. So per capita consumption of ice-cream there is more than that of ours.

With increase in infrastructure facilities the future of Rs.500 croresindustries has looked better. Earlier ice-cream only attached urbanmarket. But now seeing vast opportunities in rural market, the companiesare now also covering rural market. Again with the entry of MNCs.Competition is at the peak and so now one has to be better in all four Psof marketing Product, Price, Promotion and Place.

With rise in per capita income the items of conspicuous are likelyto increase. This can only mean an expansion of market. Also comparedto the global ice-cream worth 30 million, consumption levels in India arerather low. Indeed a Pakistan enjoy three times the quality of ice-creaman Indian eats, a British enjoy 50 times and an American 200 times.

Since ice-cream consumption is based on impulse. Visibility and

accessibility crucially affect sales. Hence it is essential for the market players to be always innovative and to find out new ways to attract the

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consumers. For this now a day all the companies are regularlyintroducing new flavours. At present running flavours are Vanilla,Chocobar, Rajbhog, Butterscotch, Feast, Kaju Darks, Raja Rani etc.

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GENERALINFORMATION

GENERAL INFORMATION

INDEX

Sr. No. Particular Pg. No.1 History & Development 102 Bio-data of the unit 123 Management Group 134 Group at a Glance 145 Logo of the company 166 Contribution to society 17

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HISTORY & DEVELOPMENT OF VADILAL

Vadilal, the name conjures up images of ice cream laden bowls anda plethora of new flavours. Starting from one man show with a handcranked machine in 1926 as a small retail outlet, the ice cream divisionnow has a production capacity of 1 lac ltrs/day at 3 sophisticated plants,located at Ahmedabad, Pundhra and Barrenly. These ISO 9002 certified

plants for Pundhra and Barely are established in such a way that they arein consonance with the market expansion strategies of the division.

Vadilal has one of the largest cold chain networks in India,comprising of 12 C&F agents, 250 distributors and 15,000 retailers. Thenetwork is kept alive by a large fleet of refrigerated vehicles.Refrigeration equipments and retail freezers are sourced from world

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leaders in the technology so as to deliver quality products to theconsumers, which is a commitment at Vadilal.

Vadilal has 25% of the Indian ice cream market as its share. But

that's no surprise considering that the group has the largest range of icecreams in the country in a variety of flavours, packs and forms. Thegroup has a product matrix of over 200 SKUs comprising of cones, cups,candies, family and party bricks and bulk packs. Vadilal introduced theconcept of "flavours of the month" under which the company developsand markets one new flavour every month for its customers delight.

Today it is a diversified Business Group with major interests inIce-creams, Food Processing, Real Estate Development and Specialty

Gases.Head Quartered in Gujarat, the most industrialized State in India,

the Group had a turnover (1998-99) exceeding Rs.1500 million. Major companies of the Group are listed in several Stock Exchanges of. India.The Group has a large investor base and its brand name "Vadilal"commands an excellent equity.

VADILAL ICE-CREAM INDUSTRY is ISO-9002 division.Vadilal is having one fourth of the Indian Ice-cream market as its share.With its successful track record spanning seven decades, Vadilal issynonymous with Ice-cream in several parts of the country.

PROCESSED FOODS DIVISION ISO-9002: The ProcessedFoods Division processes and markets a wide variety and range of fruits,vegetables and ready-to-serve Indian Foods. The Division also exportsseveral of these products to the European Union, the Middle East, AsiaPacific Region and the US.

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Swashrya hall,Opp. C.G. RoadAhmedabad-360006

Address of the R.O.C. Gujarat:The registrar of companies Gujarat,R.O.C. Bhavan Opp. Rupal Park,Behind Ankur Bus Stand, Naranpura,Ahmedabad 380013

Phone : 079-6564019 to 24

Fax : 079-6564027

E-mail : [email protected]

Website : www.vadilalgroup.com

Form of Organisation : Public limited company

Stock exchange where the shares are listed:

Ahmedabad stock exchangeBombay stock exchange

MANAGEMENT GROUP

Chair man : Kashibhai B. Patel

Directors : Virendra R. GandhiRajesh R. GandhiDevanshu L. GandhiLaxmiprasad C. AminRamanlal V. MehtaShantilal M. ModiJayantilal M. Shah

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mailto:[email protected]://www.vadilalgroup.com/mailto:[email protected]://www.vadilalgroup.com/


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Company secretary : Nikhil Patel

Auditors : m/s Kantilal Patel & com.

Chartered AccountantsAhmedabad.

Banker : Bank of India

GROUP AT A GLANCE

FOUNDER :

In 1926, vadilal put the breaks on his successful curer as a groundengineer with BOAC, and turned a businessman.

This came as a surprise to most of his colleagues and friends. Butthe bigger surprise was the product he chose to manufacture ice-cream.

But young man not painting on ice. As a vocation, he had alreadymastered the art of ice-cream making from his uncle. He was already a

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LOGO OF THE COMPANY

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CONTRIBUTION TO THE SOCIETY

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They donate Rs.1.5 on new ice-cream, the Dhanteras special offer and have collection boxes at outlets to help the blind school or every newflavour party pack donate to the blind school.

This year unwinds continues with the theme Live and let Live &Gap requests by the Vadilal to,

Put up hoarding at your mithakali crossing I other with themessage.

Put up banners with the message at all your Vadilal outlets Ahmedabad, Rajkot, Nadiad, Baroda etc.

Sponsor 1200 posters on the theme (Appro. Rs. 6500) with thelogo of Vadilal.

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PRODUCT OF THE VADILAL

PRODUCT OF THE VADILAL

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Vadilal Industries is provide the below mentioned products to their customers with a good qualities.

1) Cup

2) Small Cup

3) Cone

4) Family Pack

5) Candies6) Party Packs

7) Kulfies

8) Novelties

CUP

Vanilla

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Ripe Strawberry2 in 1Chocolate ChipsTuti FruityReal MangoRainbowFruit BonanzaKaju DrakishButter ScotchKewraJafrani Badam PistaFun 2000-Car.Cho

Rajbhog (Ice Mithai)Dairy FreshAlphoniiso MangoWild StrawberryFigs-n-HoneyFRESH FRUIT DELIGHTMangoPineapplesLitcheeSitafalFrozen DessertKool GulabSnowyKaju LiteScotch LiteYummy Mango MunchYummy Kesar Pista

SMALL CUPS

VanillaRipe StrawberryFrozen DessertKool GulabSnowy

CONE

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Pineapple DelightChocolate DripYummy Butter ScotchChashmeshahiPrime Kesar PistaAlmond Kulfi Cone

FAMILY PACK

PLAIN FAVOURTIES:

VanillaRipe Strawberry2-in-1

CHOCOLATE ECSTASIES:

Chocolate ChipsDAIRY FRESHAlphonso Mango

FRUIT FANTASIES:

Real MangoFresh Strawberry

NUTTY DELIGHTS:

Kaju DrakshButter ScotchReal Kesar PistaJafrani Badam Pista

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FROZEN DSSERTS:

Snowy

Yummy Kesar PistaYummy Mango Munch

CANDIES

DANDY CANDIES:

PencilMango JuicyJuicee OrangeKaju CandyLitchee DollyOrange DollyRaspberry DollyMango DollyOne-up Chocobar

Nutty Chocobar

Chocolate Chocobar Soft Spot (Chocolate)Fantastic

FROZEN DESSERT:

BargainBest Chocobar Mango Tango Dolly

Fun Bhari Raspberry

PARTY PACK

PLAIN FAVOURTIES:

VanillaRipe Strawberry2-in-1

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KULFI CORNER:

Kesar Pista Kulfi

Chowpati KulfiKewra KulfiPista Kesar Roll CutKewra Roll Cut

NOVELTIES

VADILAL SPECIALS:

Heart ThrobMini SandwichSajan Sajani (Roll Cut)Quick SundaeEasy SundaeAugust - 15Cassatta SliceCassatta (Cut)Sajan Sajani (Roll)Vanilla MagicStrawberry MagicMango Magic

NEW LAUNCHESRecently the group has launched Fresh Fruit Ice-cream with ripples

under the Fantasy range viz. Fresh Orange Fantasy, Fresh MangoFantasy, Fresh Strawberry Fantasy and Fresh Black Currant Fantasy.

Three new Koolfi's have hit the market. Namely Mango Koolfi,Mava Koolfi and Pista Koolfi, these koolfis priced at Rs.10/- is a big hitin the market place.

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Two new Sundaes ---- Chocolate Sundae & Strawberry Sundae atRs. 10/- each have been introduced.

New Promotional Schemes:

Chocolate Sauce with Vanilla: The consumer scheme of 50gChocolate Sauce Free on Purchase of one litre party pack of Super

Vanilla became a trend setter scheme in the market. The response to thisoffer was enormous.

1+1 Party Pack Scheme Chocolate Sauce with Vanilla: Theconsumer scheme of 50g Chocolate Sauce Free on Purchase of one liter

party pack of Super Vanilla became a trend setter scheme in the market.The response to this offer was enormous.

Yet another Bumper offer was the scheme of One Litre Vanilla

Party Pack Free on purchase One Litre Kaju Draksh Pack.

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VADILAL ONE STEPHEAD SERVICE

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VADILAL 1 STEP AHEAD SERVICE

VADILAL also provide services like restaurants, parlours & other for their customers.

RESTAURENTS

Delicious experiences for the whole family

Vadilal restaurants are designed to offer wholesome gastronomicenvironment to the whole family. The dcor reflects the eclectic culinaryspread on offer Indian, Chinese, continental. The whole ambience isvibrant, inviting and above all friendly and comfortable for the consumer.

The restaurants keep consumer interest alive by offering special promotional schemes from time to time. Such as the valued patronscheme we do not have any such scheme at the moment.

LOCATION & FACILITY:

All vadilal restaurants in Ahmedabad and Baroda are centrallylocated, providing each access to all, and offering ample parking space.The dining areas are spacious, comfortable and interestingly deco red. Infact, if you are in a good mood, 5 vadilal restaurants is a great place tocelebrate it and if you are in a sad mood is the place to cheer up your spirits.

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SPECIALITY:

Reflecting the predominant social preferences of the area, thevadilal restaurant at DUDHESHWAR serves 100% vegetarian Punjabi,Chinese and continental cuisines. The restaurant on Relief Road alsoserves 10% vegetarian food, but the accent here is on South Indiancuisine. In fact local lore says that it serves the best Chana puri &Ice-cream combination in the world. On the other hand, vadilal restaurant, atBaroda that all serves vegetarian.

HOME DELIVERY:

This is a special service offered by a few select vadial restaurants.Such as vadilal at AHMEDABAD &BARODA. Hot, freshly preparedand scientifically packaged food is delivered to the consumers doorstepon customized delivery vehicles, by courteous delivery personnel inkeeping with vadilals high in house standards of food freshness, thisservice is restricted to within 6 km of the restaurants vicinity.

Parlours:

Taste encounters for the whole family

To offer consumers delicious combination of snack food and ice-cream quick served in a clean environment. They can opt for only snacks,if they wish. But the fact is, very few manage to resist the thought of capping the food with a delicious vadilal ice-cream.Facilities:

The most endearing speciality of vadilal parlours in the friendly, prompt service, which is today an indispensable part of the corporateculture of vadilal. Also the highest standards of hygiene they adhere to in

preparation, serving and packing not to mention the delectable taste.

Today, vadilal parlours are the citys most preferred places for aquick business lunch, a friendly evening get together, or a family eat outtrip.

CUSTOMER SERVICE:

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Customer satisfaction the most reliable market index.

CHANGING ROLE OFMARKETING

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CHANGING ROLE OF MARKETING

Role of marketing in past:

The traditional concept of marketing is a narrow one and ithas given importance to only buying and selling activities withinthe purview of marketing.

Marketing refers to the process of buying and selling activities.

Here marketing efforts are concentrated on effective selling and promotion activities. Manufactures produce those products, which it canmake. He does not focus on consumer needs and wants.

Role of marketing in present:

The modern marketing concept is much wider and extensive. Thisconcept is consumer oriented as it given more emphasis to consumer satisfaction, consumer research, consumer welfare & fulfilment of social responsibility, although profits are the motive of business. Thenew concept aims profit thorough consumer satisfaction.

Marketing is a consumer oriented activity, in other words, good&services are produced the manufactures keeping in view of consumersneeds & wants.

MARKETING DEPARTMENT

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Marketing deals with identifying and meeting human and socialneeds one of the shortest definitions of marketing is marketing needs

profitable- marketing people are involved in marketing 10 types of

ENTITIES:

Goods, services, experiences, events, persons, places, properties,organizations, information, ideas.

Marketing department is more than company department: it is anorderly and insightful process for thinking about and planning for markets.

Vadilal is in to the marketing of ice-creams and also has a chain of fast food. Parlours and restaurants for ice-cream the operation in Gujaratwith distributors, retailers network, we have 30 distributors in the stateof Gujarat and 3000 retailers outlets for sale of ice-cream.

ADVERTISING:

VADILAL believes in giving its customers value for money. Mostof the adv are in television, newspapers, other media of advertising likehoarding pop material to wall painting, sign bounds, promotion throughradio mirchi and special event management is also done from time totime.

SALES PROMOTION:

There are various customer oriented scheme for e.g. Dhanterasschemes, a party pack of ice-cream along with a set of containers wasgiven for Rs. 299 instead of Rs. 450.

PUBLIC RELATION:

There is HRD division in company, which handles the publicrelation functions.

DIRECT MARKETING:

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There are certain mailers send to the customers and also there is a party order divisions, which handles marriage functions and parties.

BRANDING

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BRANDING

INDEX

Sr. No. Particular Pg.no.

1 Introduction 342 What is Brand 35

3 Why to Brand 364 Importance Of Brand 375 Vadilal as a Brand 38

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INTRODUCTION

In the past, most products were unbranded. All products being produced by different units did not carry nameidentification). Consumers were expected to pick up a product from anyunit to be happy about it.

Soon, experience taught the consumer that the some

product purchased at different point of time, different in their quality.Sometimes these differences were so sharp, that consumer decided to gowithout a product rather than bear with a sub standard product. Thissuppressed demand and the economists were faced to recommend thesystem were faced to recommend the system of PRODUCTIONMARKS each product, from a different production unit with a differentmark, so that consumers could, identify & distinguish one from the other.What were PRODUCTION MARKS in true sense? They wereBRAND NAMES.

Today branding is such a strong force that hardlyanything goes unbranded. In foreign countries even fruits are stampedwith growers names.

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The brand also projects certain personality.Sometimes the brand is a person animal or an object.

Culture

The brand may represent a certain culture.

UsersThe brand suggests the kind of consumer who buys or

uses the product.

WHY TO BRAND?

Branding has always been challenging. It involvesalong term investment. As it gives return in future and demandsconsistency in the product. It involves the costs of packaging, labellingand advertising and risk about the ability of service or product to satisfythe users. But at the same time it gives the various advantages.

The brand name makes it easier for the seller to process orders andtack down problems.The seller brand name and trademark provide legal protection of unique product features, which competitors would otherwise belikely to copy.Branding gives the seller the opportunity to attract loyal and

profitable set of consumers.It gives protection from competitions.Branding helps the seller segment mkt.Strong brands help to build the corporate image, making it easier tolunch new brands and gain acceptance by distributors andconsumers.A highly popular branded product imparts a social status of theusers. For instance, the sony television has become a symbol athigh social rank and hence it user can be provide at having TV set.

Vadilal is a well-known brand since 1926. This ice-cream is softy and delicious. Vadilals name is also popular that bythe name we can by it.

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IMPORTANCE OF BRAND

It is very essential or important brand product or service because branding has always been challenging. It involves a longterm investments as it gives return in for future and demands consistencyin your product or service. It involves the costs of packaging, labelling,advertising and risk about the ability of service or product to satisfy theusers. But at the same time it gives the various advantages, which makes

brand important.

The brand name makes it easier for the seller for process ordersand track down problems.The sellers brand name and trade mark provide legal protection of of unique product features, which competitors world otherwise belikely to copy.Branding gives the seller to opportunity to attract loyal and

profitable set of consumers. It gives protection from competition.Branding helps the seller segment mkts.

Strong brands help to build the corporate image, making it easier tolunch new brands and gain acceptance by distributors andcustomers.

Vadilal is a good brand because of quality, tastes,flavours and it has positioned its brand also strongly that people aretempted to by vadilal ice-cream.

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VADILAL AS A BRAND

AttributesVadilal suggest, great taste, best quality, different

flavour, creativity, reasonable price and walk with the trend.

BenefitsHere the co. translates the attributes in the functional

benefits. Like for e.g. the vadilal people uses pure milk and real milk fat instead of using vegetable fat in the ice-cream. They use pure milk

(Real, milk real ice-cream) which is hygienic and benefits to the people and also with a reasonable price and great taste.

ValueThe vadial brand has created a great value in the

minds of customers and the general public, not only in Gujarat but allover in India, wherever the product of vadilal is distributed.

Culture

Vadilals products are all dairy rich and the companyname depends on our quality culture.

UsersAll class of people generally consumes Vadilal

because its had a different quality with a reasonable price and greattaste.

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BRAND POSITIONING

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BRAND POSITIONING

INDEX

Sr. No. Particular Pg.No.

1 Introduction 412 Positioning strategies 42

3 Why brand positioning 444 Vadilal as a brand positioning 45

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INTRODUCTION

After branding the over very important decision, which amarketer has to take, is regard to a product in the way you will like your

brand to be perceived by your consumers.

In other words product positioning refers to the position

occupies in the prospects relative to competing productions. If focuses on buyer perception and preference about the product occupied in aspecified market. The objective of the positioning strategy is to give the

brand favourable perceived by the people in the target market.

Positioning refers to how you want your brand throughabout in connection with competitors in its product category. Positioningneeds to be specific to your brand aimed at a specific target audience.

You can copy the feature of competitors, but you can notdislodge him from the consumers mind without differentiating positioning strategy.

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POSITIONING STRATEGIES

Positioning puts in the hands of the brand manager anentire array of differentiating strategies. He must judge which of thesestrategies can help him locate niche in the market where his brand may be

perceived by his target segment as unique and where it will hold acompetitive advantages.

A company can position its product in one of the followingways:

Positioning away from competition:

Positioning by competitor is an offensive strategy to dealwith the question why me? A special kind of clinching arrangementas to why our brand should be preferred is through direct comparisons

with the competitors, we wish to dislodge.

Positioning away from competition:

Generally in dairy product there is also unorganizedmarket i.e. local market; targeting those who in search of cheaper

product.Further there is a tough competition in dairy products.

Most probably competitors are organized marketers, whose target all

those people who demands for the something new.

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Therefore, to be away from the tough competition Vadilaltrapped the UN trapped market, which is real milk real ice-creami.e. it uses pure milk and real milk fet instead of using vegetable fet.They are not using separate milk and vegetable fet which is harmful

for the health.

Positioning with respect of other product classes:

This is usually used when substitution of product is possible. Vadilal ice-cream is positioned with Real milk real ice-cream rather than with frozen dessert.

Positioning with respect to attributes:

Vadilal suggests great taste, best quality, different flavours,creativity, reasonable price and walk with the trend.

Positioning with respect to benefits:

Vadilals functional benefit is that they use Pure Milk andReal Milk fet instead of using vegetable fet. They do not use separatemilk in the ice-cream. They use only pure milk, which is hygienic tothe people. Further they also provide rich and delicious ice-creamswith original taste and reasonable price.

Positioning with respect quality price:

Here the product is positioned as offering the best value.Vadilal offers different flavours in its original taste with reasonable

price.

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WHY BRAND POSITIONING?

For a product to exist in must find a place in individualconsumers perception of the world of products around him or her and this

perception is subjective, governed by the individual consumers values,

benefits, needs, experience and environment.

If we carry the analogy of the consumers mental mapfurther, we can say that the sites or positions on that may are not for outright sale. A brand can hope of best to occupy such a position as test, for

period that will very according to the quality and quantity of marketingefforts behind that brand.

Brand positioning is both a foundation head decision and

an integrating concept. It provides the direction and thrust to marketingand advertisement planning and integrates i.e. binds into a cohesivewhole all the elements of marketing mix. It provides the task tomarketing planner and advertisement strategies to design and engineer each elements of the brand, thus positioning is meant to drive the entiremarketing programme. It gives the brand manager strategies todifferentiate their brand in a manner that is both persuasive andsustainable.

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VADILAL AS A VALUE PERCEIVED BRANDPOSITIONING

The positioning of Vadilal is attributing positioning. Thisoccurs when a company positioning itself on an attribute; such asdifferent flavours, completive price etc. vadilal creates its differentflavour by the slogan achi, sachi and safai.

The position of Vadilal products can also be said as user positioning, because the product is positioning in such a way thatconsumer perceive the Vadilal ice-creams as ice-cream for the all class of

people. Vadilal creates different flavours at a reasonable rate.

Vadilal provides consumer satisfaction through continuous

improvement in ice-cream and also provides services like Restaurants, parlours etc.

Vadilal also shall achieve customer satisfaction byestablishing and sustaining an effective quality management system.

Quality objectives: Ensures consistency in quality of products and services.

Improve upon individual and team performances by meansof continuous training.

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RESEARCHMETHODOLOGY

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RESEARCH METHODOLOGY

INDEX

Sr. No. particular Pg.No.

1 Introduction 482 Marketing research process 493 Objective of study 514 Sampling size and method 525 Data collection method 53

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MARKETING RESEARCH PROCESS

Marketing manager research formally studies of specific problem

and opportunity. They make market survey, a product preference text, asales forecast by region or religion on advertisement effectiveness.

Marketing research is the systematic design collection analyzingand reporting of data and find marketing situation facing the company.

Effective marketing research involves the following steps.

1) Define the Problem and Research Objective2) Develop the Research plan3) Collection Information4) Analyze the Information5) Present the findings

Step 1: define the problem and research objective

They very first step in to process of marketing research is to define the problem carefully and agree on the research objectives.

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Step 5: Present the findings

This is the last step to marketing research findings of the surveyconducted, in this the facts, which are found from one survey, is

presented and then conclusion are made regarding the problem.

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OBJECTIVE OF STUDY

Every survey is done to achieve some objective or goal of theenterprise. This survey is done to find out the solution of thefollowing:

To know which brand of ice cream does you prefer the most.

To know brand awareness of Vadilal.

To know the factors effecting while buying the ice cream.

To know the complaints regarding the ice cream.

To know the suggestion for improvement.

To know the ice cream brands need more publicity or advertising to run in a market.

To know any special flavour you want but not available inmarket.

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DATA COLLECTION METHOD

Data can be divided into two types:

1) Primary data2) Secondary data

For collection of primary data, I have adopted the questionnairemethod. I have prepared questionnaires, which have been filledup by the consumers.

Questionnaire is simply a formalized set of questions for collecting information. It is a technique of obtaining answers of the questions in which a printed from is used which is filled up

by respondents, it shows the likes and dislikes of consumers inrespect of the perception build in their mind and it is helpful toreach at right conclusion.

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11) Would you like to change your flavour? Yes No

12) Would you like to switch over to any other brand?

Yes No

13) What are your suggestions to the company that givesdiscounts?

To increase sales competition To increase more potential buyer No suggestion

14) Is your chosen brand available everywhere?

Yes No

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0

10

20

30

40

50

60

No. of respondent In %

Vadilal

Havmor

Other

Total

ANALYSIS AND INTERPRETATION OFCONSUMERSURVEY

1) Which brand of ice cream do you prefer the most?

Brand name No. of respondent In %Vadilal 20 40%Havmor 16 32%Other 14 28%Total 50 100%

Interpretation

From the above table and graph we can say that vadilal are top with preference of 40% followed by other 32%.

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0

10

20

30

40

50

60

Total

Excellent 40

Good 10

Poor ---Series4

3) How it test?

Taste No.of respondent In %Excellent 40 80%

Good 10 20%Poor --- ---Total 50 100%

Interpretation

From above table and graph we can say that 80% of people said that icecream taste are excellent and 20% of people said that good. It meansVadilal provide excellent and delicious taste.

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5

10

15

20

25

30

No.4 No.5 No.6 Highestno.

Taste 25 15 7

Brand name 16 2211

Flavours 8 8 14

Price 1 5 16

Adv. --- --- 2

Packaging --- --- ---

5) Which factors do you take in consideration while buying an Icecream?

Ranking Taste Brand

name

Flavours Price Adv. Packaging

No.1 25 16 08 01 --- --- No.2 15 22 08 05 --- --- No.3 07 11 14 16 02 --- No.4 03 01 17 19 06 04 No.5 --- --- 01 03 24 22 No.6 --- --- 02 06 18 24Highestno.

25 22 17 19 24 24

Finalrank

--- --- --- --- --- ---

Interpretation

From the above table and graph it is clear that half of the respondents(50%) considers taste as the prime criteria for selection of ice creamfollowed by brand name (32%) flavors (16%) price (2%) one importantthing to be noted here is that consumer are ready to pay any price for thetaste. Hence price is at 4 th position. Brand name also plays an important rolein selection of ice cream. But most important is taste.

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10

20

30

40

50

60


Less than 100

More than 100

Total

6) How much amount you spend on Ice cream every month?(Individually)

Money No. of respondent In %

Less than 100 35 70%More than 100 15 30%Total 50 100%

Interpretation

From the above table and graph it is clear that 70% considered asconsumed less than 100 rupees on ice cream, and 30% of peopleconsumed more than 100 rupees on ice cream. It means now a daysconsumer are more conscious about price and there income spend on it.

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7) With whom usually you go out for Ice cream?

Reference group No. of respondent In %Family 35 70%

Friends 15 30%Alone --- ---Total 50 100%

0

10

20

30

40

50

60

Family

Family 35

Friends 15

Alone ---Total 50

Interpretation

From the above graph it can be seen that consumer are influence more by family (70%) followed by friends (30%) and alone (0%). It meansgenerally people liked to share their feelings with their very close

person. Influenced by this reason vadilal offers more family packs and party packs for his consumers.

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40

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Planned

Sudden

Total

8) The purchasing decision of your Ice cream is?

Decision No. of respondent In %Planned 05 10%

Sudden 45 90%Total 50 100%

Interpretation

From the above table and graph we can say that 90% of people are takesudden decision to purchase an ice cream and remaining only 10% of

people made planning before purchasing ice cream.

It means ice cream tastes are rich and delicious. Its a original taste. So people do not control themselves without eating an ice cream and theygo suddenly to eating a ice cream.

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Transits

Print media

Total

9) From where did you come to know about the new flavour of Vadilal Ice cream?

Media No. of respondent In %

Transits 20 40%Print media 30 60%Total 50 100%

Interpretation

From the above table and graph we can say that 60% of people areseeing advertisement in news paper etc. and 40% of people knowthrough transit media. It means print media is the best way for increasing brand awareness / brand loyalty. This may help them inincreasing their sales and also its cost effectiveness. So, company shouldgive more attractive advertisement in newspaper, magazines etc. and intelevision.

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40

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Yes

No

Total

10) Do you agree that Vadilal brand need publicity or advertising torun or to stand in a market?

Role No. of respondent In %

Yes 42 84% No 08 16%Total 50 100%

Interpretation

From the above table and graph we can say that 84% of people said thatice cream brand need publicity or advertising to run or to stand in amarket. Other remains 16% of people said no. it means there isextremely need for publicity or advertising to company for run or tostand inn an ice cream market.

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10

20

30

40

50

60


Yes

No

Total

11) Would you like to change your flavour?

Role No. of respondent In %Yes 20 40%

No 30 60%Total 50 100%

Interpretation

From the above table and graph we can say that 40% of people like tochange their flavours. While others remaining 60% of people like tostick with their flavours. It means company should try to make more andmore rich and delicious different flavours which are available in market.

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Vadilal Havmor Other Total In%

Yes

No

Total

12) Would you like to switch over to any other brand?

Role Vadilal Havmor Other Total In%Yes 01 03 05 09 18%

No 16 14 11 41 82%Total 17 17 16 50 100%

Interpretation

From the above table we can say that 18% of people switch over their brand to any other brand. Other 82% of people stick with their chosen brand.

From the above table 34% of people prefer vadilal out of them only 2%of people switch over this brand because of new taste or variety. Other 34% of people prefer vadilal out of them 6% of people switch to this

brand and remaining 32% of people prefer other brands. Out of them10% of people switchover that brand because they want new flavours,good taste and change of taste.

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50

60

No. of respondents In %

To increase sales

Because of increasecompetion

To increase morepotential buyers

No suggestions

Total

13) What are your suggestions to the company that givesdiscounts?

Suggestions No. of respondents In %

To increase sales 11 22%Because of increase competion 15 30%To increase more potential

buyers15 30%

No suggestions 09 18%Total 50 100%

Interpretation

From the above table and graph we can say that 22% of people said thatcompany should give discount for increase sales and other 30% of peoplesaid that company give discount because of increased. Competition andincreased more potential buyers.

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10

20

30

40

50

60

Vadilal Havmor Other Total In %

Yes

No

Total

14) Is your chosen brand available everywhere?

Role Vadilal Havmor Other Total In %Yes 20 10 10 40 80%

No 04 04 12 20 20%Total 24 14 22 50 100%

Interpretation

From the above table and graph we can say that 80% of people said thatthere chosen brand available everywhere. Other 20% of people said that

No.

Form the above table 40% of people prefer vadilal, out of them 8% of people said that vadilal not available everywhere.

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SUGGESTION GIVEN BY CUSTOMERS

Suggestions are as under:

Increase production and make proper delivery because some timesdesired flavors are not available.Resort to aggressive marketing campaign.Lunch Vadilal softly.Improve candy and cone range.Make plastic package for family packsIncrease in flavors and more new flavour should be lunched.Vadilal should have to give advertisement more frequently.They should introduce more schemes to attract customers.They have to given some of beneficial schemes to their customersfrequently.

Demand for special flavour

Chili ice creamchocolate mintdry fruit softy

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LIMITATION OF THE STUDY

Sample size of 50 units may not be sufficient to draw theaccurate conclusion.

The survey is done only in Rajkot city and not in metro city.Where the perception of customer may be different.

Research work, analysis, interpretation and findings areinfluenced by time and money constraints.

Personal limitation like, I am student of T.Y.B.B.A. not havingthe expertise knowledge of doing survey and analysis of data.

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SWOT ANALYSIS

STRENGTH:

Good quality Good services and commission to the dealer Good brand image Customer satisfaction Verities Reasonable price

WEAKNESS:

Improper delivery Improper packaging Sometimes replacement problems

OPPORTUNITIES:

Expansion in other part of countries

Addition in the flavour and combination of ice-cream Promoting the product of ice-cream from sub-ordinate food item

to main food item More franchises

THREATS:

Competition from other ice-cream manufacturing company Imerging market trends Government regulation

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SUGGESITION

The performance of Vadilal is good in the market and also Vadilalis a Brand name and is very popular but from the servey I found thatthere is need to more frequent advertisement particularly through T.V.,media, through advertisement are not consider directly in buying, but it isessential to promote the sales.

Vadilal has to add also new flavours with change in time.Something new should be offered to attract the market.

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BIBLIOGRAPHY

Marketing Management-Phillip Kotle r

Marketing Research-S.A. Sherlekar

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Vadilal-MBA Porject Report Prince Dudhatra

Documents

Transcript of Vadilal-MBA Porject Report Prince Dudhatra