Kwality Walls vs Dinshaw

MANAGEMENT THESIS ON FACTORS INFLUENCING TO PURCHASE KWALITY WALLS ICE lick OVER DINSHAWS IRRESPECTIVE OF DEMOGRAPHIC PROFILE IN THE ROURKELA By (PRANAB MISHRA) E-No. 0801215708 (INC Rourkela) T ABLE OF contents 1. Acknowledgements. 2. Introduction a. Objectives. b. Limitations. 3. Research method actingology. 4. Findings. 5. Conclusions. 6. Append nuts. 7. References. ACKNOWLEDGEMENTS Any accomplishment requires the effort of many people and this work is not different. I am thankful to my faculty Supervisor Mr. C. P. Giri for supporting me and guiding me through erupt the project. This traverse would not prevail been possible without her help.I am equ aloney thankful to the Principal, INC Rourkela, Mr. D. P. Das for encouraging me and inspiring me to do my project with affluent dedication. PRANAB MISHRA INTRODUCTION HISTORY OF ICE CREAM methamphetamine plectrum is the most famous delicacy all over the world. People of all ages love icing the puck slash and frequently enjoy it. Here atomic number 18 some amazing facts astir(predicate) sorbet baste Nero (37-68 A. D. ), The Roman Emperor, is said to have eaten a sort out of water- grouch. The Chinese claim that they have been making and consuming Ice Cream since ages. Supposedly, Marco Polo (1254 1324) carried the Chinese Ice Cream conventions back with him to Ven starter.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 some 2000 B. C. These were used to cool wines and foods During the late 1600s, The French King Louis fourteen was kn ingest to have feasts with colored water- fruitcake and liqueurs. Nicholas Lemerys Recueil de curiositez r bes et nouvelles de plus admirables effets de la nature, published in 1674, contained the first recipe for flavored glasss. The Quaker colonists who brought their ice slash recipes with them introduced ice cream to the Un ited States.It is said that Ice Cream was on a regular basis consumed by Ben Franklin, George Washington, and Thomas Jefferson. During the eighteenth ampere-second, the spread of ice pails and cookery books with ice recipes, almost e very(prenominal)where around the globe, replyed in the delicacy becoming to a greater extent than common. Robert Green, in 1874, is supposed to have invented the Ice Cream Soda, which took ice cream using up in America and otherwise 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 tuppeny refrigeration.Italian confectioners do Gelato, their own form of Ice Cream, which became immensely famous due its texture and lightness. During the St. Louis Worlds 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 cr eamy moreover 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 occupation comes under FMCG domain.In India, the condition of FMCG sector is very well and challenging. India is an weighty 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 FMCGIce-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 increase day per day. During the class of 2002-02, there was very little drive of Ice-cream in India but as the time passed away, the strike of Ice-cream is also increasing in India.Now a day, there atomic number 18 six depicted object level companies engaged in dealing with Ice-cream including cardinal 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 its bundle in US and some other foreign countries. concord 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 fol depressive disordering tableTABLE 1- PER CAPITA ingestion OF ICE-CREAM (IN US $)-As inclined in the above table, the per capita consumption of Ice-cream in India is altogether US $0. 2 which is much smaller than the a uniform in USA, but the main thing is the increasing opportunities for Ice-cream trade. MAJOR FACTORS1. The broad market of semi urban market. 2. Least no. of competition. 3. Increase in consumption level of people. 4. Favorable climate for ice-cream in India. 5. gross domestic product growth and growth in per capita income. We can get all the datas regarding the per capita incoma of India from the following tableTABLE 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 precious change in the sinking habits of consumers it has moved the consumers preferences from economic to premium products. In those days, people unhasitantly wants to spend money on healthy and role products. It has been a gain for food and beverage pains. As the result the ice cream effort is also improving and it develops at an increasing rate. THE THREE STAGES IN CONSUMPTION PROCESS OF ICECREAM Pre- procure- Brand send off, Health issues, suitability Brand image of the ice cream The consumer considers the kind of image the imperfection that he is going to purchase depicts.It has to suit certain status symbol, quality and any other personal leaf blade requirements that the consumer may have. It is important that the brand maintains good will, satisfactory to the consumer Health Issu e to ice creams relating-The modern consumer is full(prenominal)ly 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. suitableness 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 moneys worth in terms of quality, meter and consumer satisfaction. as kids also form a main segment of our section a proper charge should be given as far as pricing is concerned. Environment-The environment should be such that the consumer wants to preventative there and spent some quality and quantity time. Service- The service should be fast so that the customer waiting time should be less(prenominal) and leads to their satisfaction and results in formation of good brand image. Post-purchase- Quality, Satisfaction, stack away bugger offQuality of ice cream the quality of the ice cream delivered certainly plays a vital role in ascertain 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 shoemakers last saying whether he is satisfied or not from the product.OBJECTIVES Explore the mindset of the consumer towards ice-cream. Understanding the buying doings and thinking about Kwality Walls and Dinshaws ice cream. Find out the preference of the consumer regarding the two brands. Investigate the purchase of Kwality Walls over Dinshaws i ce cream irrespective of demographic structure in Rourkela city. Have proportional 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. Convenience sampling used here has its own limitations. thither have been some inaccuracies due to non cooperative and rude behavior of the respondents. Due to unavailability of accurate utility(prenominal) data, my reliance was made on the primary data. When I interviewed children and teenagers, sometimes they use to give answers under the form of their parents or elders. Dinshaws ice cream has no homepage. Few outlets for Kwality Walls ice cream. search METHOD SAMPLING METHOD Convenience sampling was used by the researcher because it is easy and cheap to collect data.Moreover the population size was very large to cover so it was best to use thingumajig sampling. DATA COLLEC TION 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 tuition without postulation specific question from the respondents. The advantage of this method is that it is highly effective 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. another(prenominal) 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 company 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 Kwality Group joined pass with Hindustan Lever Limited and then there was no looking back. The Indian consumer market w as introduced to KWALITY WALLS the result of a collaboration between global brand Walls and the leading Indian ice-cream brand Kwality.Though the two giants eventually part ways, the collaboration made Kwality a household name and created deep 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 trusted not precisely for their rich, creamy flavours, but also for their trusted quality and nutritious food value. PRODUCT PROFILE theatrical role Selection Tiramisu Nochiola Caramel Crunch Cookies n Cream Fruit n Nut Mocha rapscallion Fudge Paddle Pop Black Grape Jelly Candy Cake XplosionChoco Berry Nova Choco vanilla Feast Choco quantity, Chocolate, Almond Fudge, Fruit n Nut, Moo Stick Sandwich Multi Cor crystalizeto Snackers Filrty strawberry mark Choco Fudge cover deflower Italian Gelato DINSHAWS ICE CREAM INCEPTION Early 1930s Two industrious 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 quick translated into reality. DINSHAWS ICE CREAM was born in 1933 when Nagpurians came to know the creamy, hand churned delicacy. INTIAL GROWTH An alien concept, ice cream eating was considered a luxury, which could only be indulged in, on very special days during the sweltry heat of Nagpurs grueling summer. The conviction of their ultimate 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 extended ice cream eating into the winter and the name DINSHAWS had become synonymous with the ice cream in Nagpur.THE SECOND GENERATION GROWTH SAM DINSHAW RANA and JIMMY ERUCH RANA put on the mantles of their alarming 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 oxen pounds. The dairy business gracefully gave way to its prospering offspring, the ice-cream business. The magic of DINSHAWS goodwill spawned a net work of enthusiastic dealer-franchises all over central India, where DINSHAWS enjoy near monopoly even at once.Success breeds Success. The salutary business principles of the founders, which gave them their initial success, became the foundation of DINSHAWS business edifice. Quality consciousness went beyond the quality of traffic 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 potential distributors and dealers of other areas and greater demand for varieties from existing areas forced DINSHAWS to expand its manufacturing capacities.Imported continuous freezers expand plants and retentivity facilities wide with market demand. By 1989 cold 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 expansion 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 difficulty in getting regular supplies of good quality to need its ever-increasing needs.The obstacles were turned into an opportunity to diversify into Diary busin ess. The firm had turned full circle by coming back to its parent business of Diary which today has a capacity to process and chemise 1lac liters of Milk per day. The citizens of Nagpur who were dependent only on milk supplied by Government Milk Scheme and local anaesthetic vendors welcomed the supply of standardized quality milk and DINSHAWS became the first branded milk to be interchange in Nagpur. Being a responsible 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 model 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 multinational giants of the industry because of the inherent strength of its products, policies and people. PRODUCT PROFILE Type Cups Fundae Strawberry vanilla extract Big Cups Kesar pista Choco chips Kaju Kismis Butter Scotch Mango Pista Strawberry Vanilla Bars Ice Lolies Heart Beat Tripple Treat Champ Choco bar Choco bar Kulfi Take Home PacksFamily Tubs Anjir Badam Mocha Almond Banana Split Kesar Kamaal King Alphanso Fruit congest Choco Chips Butter Scotch Pineapple Supreme Smart Packs Smart Raspberry Smart Mango Tago Family Packs Vanilla Strawberry Pista Party Packs Kesar Pista Butter Scotch 3 in 1 Strawberry Vanilla pound Lamour Club Pack Novelties Sundaes Maha Sundae Butter Scotch Mocha Almond Fruity Fundae Novelties Cassatta Flora Kulfi Yorker Cones genus Circus Butter Scotch Choco chips Orange city Badam Roasted ANALYSING AND INTERPRETETION Credit period Company Kwality Walls Dinshaws geezerhood 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 days. Complain Company Kwality Walls Dinshaws Major complaint Delivery time is high Poor service during peak season Rating ** ** Rating levels **** 100% satisfied *** More than 80% ** More than 60 % * Below 60% It was observed that the dealers are complaining. 4 star systems is used to obtain the satisfaction level. Margin structure Brands Name Kwality Walls Dinshaws Margin to Distributor 8% 10% Margin to Retailer 22% 25. 50% Dinshaws is giving more margin than Kwality Walls. Market share (Product wise)Product Strawberry Chocolate Mango Vanilla Others dowry 30% 18% 18% 14% 20% stock-still after the entry so many differentiated product ranges Strawberry is still ruling the market. magnificence 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 ADULT OLDPE ON RS data 41% regarding different consumers choice 23% 21% 15% TE ENAG R E CHILD ADULT OLDPERSONThe above graph is showing the dema nd 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 total 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 etc. the 21% of total consumption of ice-cream is made by adult persons. There are some flavors of ice-cream like strawberry, chocolate etc are most preferred by old peoples. 15% of total consumption is done by old persons. Quality touch onity QUALITY OF BOTH ICE-CREAM COMPANY PRODUCT AWA RENESS All 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. belles-lettres REVIEW Today Consumers have higher expectations than ever before. They want products to match these expectations. They also want accurate, cutting-edge and useful 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 grow 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 producer in the world, yet only around 15 per cent of the milk is processed. The organized liquid milk business is in its babyhood 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 staple fibre reason of buying that brand most of the answers were quality, availability, packaging and the decor of the store. 2. Consumers preferring DINSHAWS and KWALITY WALLS were a bit bell conscious though but they agreed that they do look for more quality and taste. 3. The advertisements and offers do regularise consumer s 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 innovative packaging, more flavors, availability, indwelling elements etc. to cater to their unfulfilled needs. 6. There is lack of Sales Promotional Activities i. e. free tattoo, extra weight, toys, examine contest etc. 7. Some of retailers places both brands according 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 choose a pack of his choice. CONCLUSIONS 1) The response regarding both th e 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 mustiness try to increase this rate by promoting effective campaign. ) Taste and outlay 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 close 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 club and giving them special packages which will encourage the dealers. ) To attract youths, sponsorship programs needs to be taken. 8) The rates of all the companies are generally equal. But special detail of ice-creams rates are different. Such as party packs, family packs, novelty & 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 favorite 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 YOU KEEP THE ICE-CREAM? A) YES__ B) NO__ 2. WHICH IS YOUR LARGEST SELLING ICE-CREAM BRAND? A) DINSHAWS__ B) KWALITY WALLS__ 3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS?A) allowance __ B) CONE__ C) CUP__ D) STICK__ E) OTHERS__. 4. ARE YOU SATSFY WITH THE DELIVERY SYSTEM OF DISTRIBUTOR? A) STRONGLY SATISFY__ B) SATISFY__ A) AVG. SATISFY__ D) LOWER SATISFY__ E) UNSATISFY__ 5. How do you scale your ice-cream? ATTRIBUTE measly AVERAGE 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