PREFACEPreparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr. Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss. Amrita Rawat he rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully. SHRIKANT PATEL MBA IST SEM. 1 ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully. SHRIKANT PATEL MBA IST SEM. 2 DECLARATION BY THE CANDIDATE Date : I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRAND OF ICECREAM " on Market Segmentation is nay own work conducted under the supervision of MISS. AMRITA RAWAT Department of Business Management, SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere. SHRIKANT PATEL MBA IST SEM. 3 CERTIFICATE The project report titled " MARKETING STRATEGIES OF TOP FIVE BRAND OF ICECREAM "been prepared by SHRIKANT PATEL MBA IST SEM. under the guidance and supervision of Miss. AMRITA RAWAT for the partial fulfillment of the Degree of MBA. Signature of the Supervisor Signature of the Head of the Department Signature of the Examiner CONTENTS 4 • PREFACE • ACKNOWLEDGEMENT • CERTIFICATE • DECLARATION CHAPTER – I INTRODUCTION • ABOUT PROJECT • AN INSIGHTOF COMPANY HISTORY • MISSION AND VISION • STANDING POSITION OF COMPANY • BRAND VALUE CHAPTER – II OBJECTIVE OF THE STUDY CHAPTER – III RESEARCH METHODOLOGY CHAPTER – IV MARKET ANALYSIS • OVERVIEW • BRANDS CHAPTER – V CONSUMER GROUPS • CONSUMER BEHAVIOUR CHAPTER – VI PRODUCT PROFILE • PLAN FOR PRODUCT MIX • PRODUCT RANGE CHAPTER – VII MARKETING STRATEGY • PRICING • POSITION AND DISTRIBUTION • PROMOTION CHAPTER – VIII ABOUT COMPETITORS • COMPETITOR FOR PRODUCT • PRICE OF COMPETITOR PRODUCT CHAPTER – IX DATA ANALYSISAND INTERPRETATION CHAPTER – X LIMITATION CHAPTER – XI CONCLUSION & SUGGESTION BIBLIOGRAPHY QUESTIONNAIRE 5 . and different cases are treated differently. the extent of difference determines how differently cased are to be treated. however. Like cases are treated alike. This technique often utilizes multiple disciplines in one study. When it comes to method. There are certainly methods far more common than others in comparative studies. Quantities analysis is much more frequently pursued than qualitative.INTRODUCTION Comparative research. undoubtedly in part because of the cost of obtaining primary data for such large things as a country’s policy environment. This study is generally aggregate data analysis. Secondary analysis of quantative data is relatively widespread in comparative research. such as Marxism. the majority agreement is that there is no methodology peculiar to Comparative research. The multidisciplinary approach is good for the flexibility it offers. It instead occupies itself with middle-range theories’ theories that do not 6 . comparative research conclusions will not be very helpful. The general method of comparing things is the same for comparative research as it is in our everyday practice of comparison. is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. comparative research does not tend to investigate ‘grand theories’. A typical method of comparing welfare states is to take balance their levels of spending on social welfare. yet Comparative programs do have a case to answer against the call that their research lacks a “seamless whole”. In line with how a lot of theorizing has gone in the last century. The point here is that if one is able to sufficiently distinguish two cases. simply put. and this is seen in the majority of comparative studies which use quantitative data. Comparing large quantities of data is prevalent. The classic case of this is Esping-Anderson’s research on social welfare systems. cultures or governments also subsist and are very constructive. then looks at these differences in relation to some other variable coexisting in those societies to see if it is related. Comparative research can take many forms. to see if a 7 . The historical comparative model involves comparing different time-frames. contrasting different areas. The two main choices within this model are comparing two stages in time (either snapshots or time-series). but a subset of it. Two factors are space and time. based on their level of decommodification. and compared them based on their level of decommodification of social welfare goods.purport to describe our social system in its entirety. and regime legacy. where policy often changes depending on which race it pertains to. cross-national comparisons are by far the most common. Recurrent interregional studies include comparing similar or different countries or sets of countries. She further theorized from this that decommodification was based on a combination of class coalitions and mobilization. comparing one’s own country to others or to the whole world. Here Esping-Anderson is using comparative research: he takes many western countries and compares their level of decommodification. then develops a theory of the divergence based on his findings. A good example of this is the common research program that looks for differences between two or more social systems. especially in a country like New Zealand. He noticed there was a difference in types of social welfare systems. He found that he was able to class Welfare states into four types. A major problem in comparative research is that the data sets in different countries may not use the same categories. although comparisons within countries. or just comparing the same thing over time. Spatially. or define categories differently. Comparative research is a research methodology in the social sciences that aims to make comparisons across different countries or cultures. Dolly Madison served it in 1812. many contend there is none unique to it. Determining whether socioeconomic or political factors are more important in explaining government action is a familiar theme. George Washington and Thomas Jefferson served it to their guests. 8 . When it comes to subject matter of comparative enquiries. however. After the dessert was imported to the United States. In 1774. it was served by several famous Americans. Ice cream was likely brought from China back to Europe. In 1700. Governor Bladen of Maryland was recorded as having served it to his guests. and milk ices evolved and served in the fashionable Italian and French royal courts. 37-68) who ordered ice to be brought from the mountains and combined with fruit toppings.C. 618-97) of Shang. recipes for ices. Over time. but a brief perusal of comparative endeavors reveals there are some topics more recurrent than others. ICE CREAM The origins of ice cream can be traced back to at least the 4th century B. sherbets. the only thing that is certain in comparative research issues is the existence of differences to be analyzed.policy’s effects differ over a stretch of time. In general. This may indeed be true. China who had a method of creating ice and milk concoctions. a London caterer named Philip Lenzi announced in a New York newspaper that he would be offering for sale various confections. including ice cream.D. and King Tang (A.D. Early references include the Roman emperor Nero (A. Also important was the invention of the wooden bucket freezer with rotary paddles improved ice cream's manufacture.First Ice Cream Parlor In America . created new recipes for making ice cream in 1832. Nancy Johnson patented a hand-cranked freezer that established the basic method of making ice cream still used today.Hand-Cranked Freezers In 1846. a confectioner from Philadelphia. William Young patented the similar "Johnson Patent Ice-Cream Freezer" in 1848. Nancy Johnson and William Young . Jacob Fussell . Augustus Jackson. American colonists were the first to use the term "ice cream".Commercial Production 9 . The name was later abbreviated to "ice cream" the name we know today. The name came from the phrase "iced cream" that was similar to "iced tea". Methods and Technology Whoever invented the method of using ice mixed with salt to lower and control the temperature of ice cream ingredients during its making provided a major breakthrough in ice cream technology.Origins Of English Name The first ice cream parlor in America opened in New York City in 1776. the first commercially successful continuous process freezer for ice cream was invented by Clarence Vogt. Jacob Fussell in Baltimore established the first large-scale commercial ice cream plant. Alfred Cralle patented an ice cream mold and scooper used to serve on February 2 1897. Continuous Process Freezer Around 1926. ICE CREAM INDUSTRY IN INDIA Ice cream industry occupies important place in India. It is one of the consumer goods industries its products is important popular diet. India is an agriculture-based country because of the large number of cattle and large milk production most of the dairy and ice-cream industries has developed and India is well ranked in the world. It has an important role in employment generation and reducing the migration of villagers towards the town and cities for live hood. Mechanical Refrigeration The treat became both distributable and profitable with the introduction of mechanical refrigeration. 10 . The ice cream shop or soda fountain has since become an icon of American culture. It provides employment to the marginal farmers.In 1851. Ice cream industry has brought magnificent change in the rural economy. Vadilal etc. No. its founder Satish Chona had to join the exodus into India. And good quality. and more taste to relish from his Ice Creams. But in 1947. son of Late Shri Satish Chona. In fact. it was a popular local brand there. He called this fledgling brand 'Havmor' . settled down in Ahmedabad. Sachchai. He added a suffix . he tried out Dehra Dun and Indore. today heads the Havmor conglomerate. New Generation Leadership Mr. in undivided India. Today. Kwality walls . churning out the Ice Cream manually. like good character. and finally.'Achchai. but he had laid the foundation for one of Western India's most enduring market legends. HISTORY AND BACKGROUND OF THE COMPANY Small Beginning.“Navu Su Che?” 11 . He had to start the venture from scratch again. Great Ambitions.Pradeep Chona. Havmor Ice Cream began its branded life in 1944 in Karachi.Today the competition in ice-cream of players like amul. or anything else as fanciful. By 1947. To his father's motto . with virtually no moveable assets. Searching for a new turf. It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus dealers. Perhaps he didn't know it then. He has continued his father's quality obsession and streak of innovation. it was not a case of “Brand Relocation”. Good Old Values. That's a very very long way from a hand-cart. Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market lore. as ice cream has been a regular edible item the consumption of ice cream is more. in the wake of the partition. wins over the situation sooner or later.a neologism for 'Have More' . he had to begin from a hand-cart at the Ahmedabad Railway Station.which meant the customer got more value for money. Big Vision. Safai'. Now that is quite simple.Pradeep Chona's son also joined the business after completing his graduation from the United States. Mr. In fact. 12 . Ankit Chona. that is not even a corporate axiom. in quality & hygiene standards. Because they expect Havmor to keep pleasing their palates in new way.. but a powerful reason for taste innovation. Sometime back. in HRD and in the overall corporate environment.Pradeep Chona set off a series of Changes at Havmor . He has brought a lot of innovation and standardization in the business.in technology. in management. It is the question regular Havmor customers ask at frequent intervals.. to maintain the company's market presence intact in competitive times. This re-engineering was complemented by capacity expansions and a flurry of promotional activities. Mr. He has been a driving force in expanding the Restaurant division as well as popularizing the Company owned Ice Cream & Fast Food par lour’s known as HAV FUNN. always. To have comparative study of value of the product among the other brands in the market. 03. To identify the competitor and determine their share and position. 01. To study the market share analysis and potential. 05. 13 . To determine the market share of the product through research and survey. 04. 02. To determine the customer awareness about the product.OBJECTIVE OF THE STUDY OBJECTIVES OF STUDY Every study is being conducted with a purpose in it. The study of market of DINSHAWS ICE-CREAM is carried out to achieve the objectives listed below. It is the conceptual structure with in which research is conducted. Research Design “A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures”. time and money. thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort. it constitutes the blueprint for the collection. internet etc.RESEARCH METHODOLOGY According to Green and Tall “A research design is the specification of the methods and procedures for acquiring the information needed. from where it is to be collected and by what procedures” This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. It is the overall operational pattern or framework of the project that stipulates which information is to be collected. It is needed because it facilitates the smooth sailing of the various research operations. I chose a sample of about 30 corporate customers • I collected some data from the secondary sources like published Company documents. 14 . • I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. It is a descriptive cross sectional design . measurement and analysis of data. a sample study has been conducted by us because of: Wide range of population. my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious . how large should be the needed sample and how sampling unit is to be selected. In this stage I have to determine who is to be sampled. “Non-probability methods” are those that do not provide every item in the universe with known cause of being included in the sample. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items. in which I got the data of the customers from the dealer of Ketchup. I have defined my population as a complete set of customers of Sagar City. Population In my research. Sampling Plan “Sampling plan” is a distinct phase of research process. I employed the Non-probability sampling technique.In the preliminary stage. “Probability method” is those in which every item of the universe has an equal chance of the inclusion in the sample. Sample Survey As compared to census study.So. the two methods of selecting sample are: Probability method. For my study. This includes both close ended and 15 . Instrument of collection of data I have used one set of questionnaire to collect data from the customers. I can directly head for the conclusive research. Non-probability method. The selection process is partially subjective. it was impossible to cover the whole population Time and money constraints. This questionnaire is structured and highly ordered. MARKETING ANALYSIS Market Share of Ice Cream Industry Others 19% Arun 6% Ben and Jerry 6% Vadilal 8% MTR 11% Amul 13% Kwality Walls 37% 16 . The close ended questions included both dichotomous and multiple choice questions.open ended questions. He must also know the time and the quantity of goods and services. In cognitive sciences. In this sense. Now the whole concept of consumer’s sovereignty prevails. for the transportation. “consumer is the supreme in the market”. for the banking. The decision we make concerning our consumption behavior affect the demand for the basic raw materials. As consumers. for whom to purchase. More generally. Preference a concept in the social sciences. based on happiness. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives.CONSUMER BEHAVIOUR All marketing starts with the consumer. In order to become a successful marketer. why to purchase. we play a very vital role in the health of the economy local. So consumer is a very important person to a marketer. for the production. from where to purchase. he must know the liking or disliking of the customers. utility they provide. a consumer may purchase. Consumer decides what to purchase. Gone are the days when the concept of market was let the buyer’s beware or when the market was mainly the seller’s market. gratification. The manufacturers produce and the sellers sell whatever the consumer likes. Thus marketer must understand this. 17 . enjoyment. national or international. so that he may store the goods or provide the services according to the likings of the consumers. and how much to purchase. satisfaction. individual preferences enable choice of objectives/goals. they effect the employment of workers and deployment of resources and success of some industries and failures of others. it can be seen as a source of motivation. particularly economics. and the freshest and tastiest fruits and nuts. candies. we have set up a chain of Happiness Parlors – ‘Ice Cream boutiques’ so to say. Something for all tastes. family packs . but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. But that’s no surprise. considering that we have the largest range of Ice Creams in the country – 120 – plus flavors. and economy packs. bars. in a variety of more than 250 packs and forms. the name Vadilal is synonymous with Ice Cream. In India. Hordes of people flock to these parlors daily because they know that our products contain the purest and creamiest milk.The study of the consumer preference not only focuses on how and why consumers make buying decision. preferences and budgets. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference. 18 . 15 billion [US$ 330 million]. The range includes cones. big cups. To make it convenient for our consumers to relish our complete range under one roof. ice-lollies. small cups. PRODUCT PROFILE Vadilal Ice Cream Ltd: Vadilal ice cream division has always been a hot favorite with the people both inside and outside the organization. The Ice Cream industry in India today has a turnover of Rs. A quarter of this comes from the house of Vadilal alone. Since our products are highly perishable.000 Retailers." from the Sanskrit "Amoolya. Of the genesis of a vast co-operative network." was suggested by a quality control expert in Anand. And of a proven model for dairy development. Amul Milk and Amulya have made Amul a leading food brand in India. To ensure sufficient. which are world leaders in their respective fields. Another hit is our Kulfi – traditional Indian milk sweet. about 23 C&FA.Among our products are OneUp Chocobar and King Cone – all-time favorites which have today attained the generic status. Of the marketing savvy of a farmers' organisation. Of the triumph of indigenous technology. Amul Ghee. quick transport and proper storage are of paramount importance. Amul Butter. (Turnover: Rs. timely and constant ice cream supply. Amul Shrikhand. The brand name "Amul. Amul Milk Powder. 67. Amul Cheese. Amulspray. Amul products have been in use in millions of homes since 1946.25 lakh litre per day]. Some of our products are a combination with confectioneries. Amul Ice cream. Nutramul. Of high-quality products sold at reasonable prices. Amul Chocolates. more than 500 Distributors and over 40. Kwality Walls Ltd: 19 . Amul India Ltd: AMUL means "priceless" in Sanskrit. are found in several Indian languages. we have a Cold Chain Network comprising three manufacturing plants [totaling a production capacity of 1. all meaning "priceless". Variants. Hence our refrigeration equipment and deep freezes are imported from companies.11 billion in 2008-09). Today Amul is a symbol of many things. Dhara range of edible oils and the Safal range of fresh Fruits & Vegetables. The Indian consumer market was introduced to “KWALITY WALLS” – the result of a collaboration between global brand Walls and the leading Indian ice-cream brand Kwality. UHT Milk. Mishti Doi. Dahi. Mother Diary Ltd: Mother Dairy Fruit and Vegetable Pvt. Kwality ice-creams are trusted not only for their rich. Delhi. Mother Dairy milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU per litre of milk as a part of social accountability. for marketing food items. the collaboration made Kwality a household name and created deep in roads for the brand in the consumer market. Kwality is not just a brand – it is the ice-cream associated with the Indian summer. Ltd. it’s the first choice in ice-cream for any child or adult during the scorching Indian summers. Today. in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there was no looking back. Frozen Vegetables and Fruit Juices at a national level. This program was started with the Mother Dairy. Flavoured Milk. Table Butter. Ghee. As the ice-cream industry exploded in India. but also for their trusted quality and nutritious food value. offers the following products: Mother Dairy markets dairy products like Liquid Milk. through its sales and distribution networks. Cheese. creamy flavours. since February 1980and 20 .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 icecream on a commercial scale. Lassi. White Butter. Though the two giants eventually parted ways. Ice Creams. a 100 percent EOU. setup in 1996 at Mumbai supplies quality products in the international market. It is also found that the dietary practices adopted by these classes are deficient in Vitamin A.The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20.there after Mother Dairy is continuing this program on their own as a social responsibility without having any financial assistance from the Government as well as since it is felt that BVM is generally consumed by the middle / lower middle / poor strata of the society.000 MT. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an annual capacity of 200. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day. A state-of-theart fruit processing plant of fruit handling capacity of 120 MT per day. Ben & Jerry Ltd: 21 . Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products.000 retail outlets in various parts of the country. In addition to helping farmers and their cows. and vanilla. so far. We manufacture. the world's first ever vanilla ice cream made with Fairtrade ingredients was launched by Ben & Jerry's.these community structures help promote their members' quality of life.Since 2003. from cooperatively run farmer associations . Also. Ben & Jerry's have been working on a sustainable Caring Dairy initiative. for their smooth ice creams. and in 2008. cocoa. This initiative was brought to the exclusive provider of milk for Ben & Jerry's European ice cream production. reduced energy use on their 11 farms by 2%. Ben & Jerry's in the USA committed to reducing carbon dioxide emissions by 10% by 2007. and converted all their farms to green energy. and sustain a commitment to their land and communities. using 100% Fairtrade certified cocoa. sugar. 2007 saw the release of Vanilla Toffee Crunch. as well as the planet's needs. The company has. in 2001 Ben & Jerry's began sourcing vanilla. which helps level out needs of the farmers and their cows. in 2007. improve worker's benefits. this target was achieved with ease . In 2006. and coffee. MTR Pvt Ltd: MTR Foods Private Limited is amongst the top five processed food manufacturers in India. Beemster Cheese. and by investing in a variety of efficiency measures. Chunky Monkey was guaranteed to be traded in accordance with international Fairtrade standards as well. market and export 22 .the USA now produce 32% less carbon dioxide emissions (per pint of ice cream) today (in 2008) than in 2002. in 2002. instant snack and dessert mixes. Our deep understanding of culinary expectations and needs has resulted in many new and innovative products. spices and a variety of accompaniments like pickles and papads. wholesome and delicious food that is also convenient and no-fuss. UAE.a wide range of packaged foods to global markets that include USA. Starting with the legendary MTR restaurant in Bangalore. Our wide range of products include ready-to-eat curries and rice. we now offer ''complete meal solutions'. Our investments in infrastructure and technology ensure that we can scale rapidly and bring these to market. New Zealand. TOP ‘N TOWN 23 . Malaysia. consumers across the globe count on us to bring them all-natural. frozen foods. Australia. ready-to-cook gravies. Japan and Oman. Today. UK. Singapore. ice cream. India’s silicon valley. CANDIES • Raspberry Dolly • Mango Dolly • Zulu Bar • Classic Chocobar 24 . • Kacchi Keri SMALL CUPS • Vanilla • Plain Pista • Royal Gulab JUMBO CUPS • Butter Scotch • Chocolate Chips • Lonavali • Pina Chips • Almond Carnival BIG CUPS • Vanilla • Cashew Treat • Cherry Berry • Butter Scotch • Pina Chips • Kaju Draksh 25 . • Kesar Pista READY SUNDAES • • • • • Strawberry Sundae Choco Sundae Super Sundae Chic Choc Sundae Mango Sundae SINGLE SUNDAE TUBS • Black Current • Caramel Crunch • Mocha Brownie Fudge TOPO CONES • Ringo Bingo • Chic Choc • Butter Scotch • Chocolate • Raja Rani NOVELTIES • Bon Bon • Bouncer Ball • Sandwich Ice Cream 26 . • Slice Cassata • Black Forest I/C Pastry ROLL CUT • • • • • Malai Kulfi American Nuts Dry Fruit Katri Sun Moon Star Fifty Fifty PREMIUM TUBS • Fruit Salad Ice Cream • Rose Petal Sancha • Kulfi Nut PARTY PACKS • Raja Rani (Roll) • Swiss Cake • Mocha Brownie Fudge • Pan Ice Cream • Pudding Ice Cream (Tub) • Kesar Malti • Kesar Ras Malai • Rich Coffee/Chocolate • Chocolate Chips • Raj Bhog 27 . SUGAR FREE BIG CUPS • Vanilla BULK PACKS • Cashew Treat • Chocolate Chips • Raspberry Ripple • Pista Malai • Mocha Brownie Fudge • Pan Ice Cream • Pina Chips PARTY PACKS • Vanilla • Strawberry • Chocolate • Anjir 28 . however. putting much pressure on profit margins. Wholesale. So. is a firm that typically buys goods from manufacturers and resells them to retailers. several wholesalers might stock identical merchandise. Retailers hesitate to buy direct from new.MARKETING STRATEGIES Wholesalers and Jobbers A wholesaler. They won't see any value in processing the paperwork associated with establishing and doing business with a small account. selling your product to a wholesaler doesn't necessarily mean your merchandise will automatically end up on a store shelf. As a result. such as those selling consumer products through retailers. Even if you offer a very deep discount. wholesalers are unlikely to offer ancillary services to you. retailers won't be anxious to buy from you direct. A wholesaler stocks goods from many different manufacturers in one or more warehouses and ships those goods as one combined order under one invoice. small vendors and just feel safer purchasing from established wholesalers. You and your sales force and/or independent representatives will have to take on the responsibility of creating order demand. In highly competitive industries. such as advertising or sales solicitation and service unless you pay for these services in addition to the basic wholesaling charges. or jobber. 29 . does have advantages. it will require a deeper discount rate when purchasing your merchandise than would be the rule with a wholesaler. Often it is used to describe a firm that serves as an exclusive distributor to an overseas territory and provides sales solicitation. such as catalogue creation. too. warehousing. In many industries a distributor will also sell to wholesalers in addition to retailers. In this case. However. a good distributor can be an excellent way for a small firm to instantly establish credibility and a presence within either their industry's domestic or foreign marketplaces. Because a distributor acts as your “salesperson” and often sells to both wholesalers and retailers. consumers. They prefer to sell direct to wholesalers. trade advertising. retailers. 30 . or some combination of all three. and trade-show representation. Most manufacturers don't use distributors. They also act as wholesalers in that they stock your merchandise. Importers The term importer means different things to different people. Usually distributors represent manufacturers on an exclusive basis only within their territory. and invoicing services. Distributors may provide other services as well.Distributors Distributors usually serve a multipurpose role. the distributor is called a master distributor. They will perform in a manner similar to that of an independent representative in that they will solicit orders from the retailer for your products. Typically. and may also arrange for shipment from the country of origin. 31 . the importer will arrange to have the merchandise cleared through customs.Sometimes it refers to a firm that arranges to buy merchandise from a foreign manufacturer and resells the merchandise to one or more distributors who then handle the domestic sales functions. Market research is very much significant in determining the market potential. In this method the first step is identify all the potential buyers in each market and then to estimate their potential purchase. interpretation and reporting of information about existing or potential markets marketing strategies and tactics etc. Market research is one of the market it self that is its size no.ABOUT COMPETITOR Marketing research is the collection and interpretation of data that help the marketing management to get the products more efficiently in to the hands of the consumers.Marketing research and market research should not be confused. One of the method used by business marketers in determining the market potential is build up method. recording. 32 . AMERICAN MARKETING ASSOCIATION DEFINES Marketing research as systematic collection. In this way research plays an important role firstly find out market share & how to the increase the market share. of competitor active in it and their market share. analysis. Market research can be used for estimating the market share but in reality there may have to be eliminated because of certain factors. In the research undertaken the potential buyers of DINSHAWS ICE-CREAM are various shopkeeper market research has played an important role. Thus marketing research can help the manufacturer and dealer in deciding his potential market in the context of size of market any manufacturer or dealer seeking a new market would be interested in getting this information because this will help to decide whether or not it will be profitable to enter the market. To analyze the primary data and then decide strategy for increase the market share. 33 .To analyze the primary data and then decide strategy for increase the market share. any manufacturer or dealer seeking a new market would be interested in getting this information because this will help to decide whether or not it will be profitable to enter the market. In this way research plays an important role firstly find out market share & how to the increase the market share. 2).DATA ANALYSIS AND INTERPRETATION We have categorized schools in three segments which are as following: • Government schools • Private schools According to my survey I have following findings ANALYSIS 1. • In that categories there are 35% of the total schools are government & rest 65% are private schools. How many schools having canteen? 34 . How many different school categories in Indore? Interpretation: • According to my survey in my project coverage there are two categories of schools Eg. government & private schools. 35 .Interpretation: • Out of the total number of schools surveyed 78% are not having canteen and 22% are having the canteen within the school campus. In those canteens how many use AMUL product? Interpretation: • out of those 22 % of schools. which are having canteen. only 20% of the canteens are having AMUL products . 36 . rest are not maintaining the range of AMUL products.2. Availability of AMUL product near by schools? Interpretation: This graph is giving the information about the availability of AMUL products at the near by shops .3. This shows: 1) AMUL products are available at the 67% of the shops rest are not keeping AMUL products in their shop. 37 . 4. other brands products usage in schools and near by area? 38 . AMUL vs. Interpretation: This graph is giving the information about the usages of AMUL products at the near by shops . • Marketing strategies should be made with the consideration of lower class • Indian Should adopted more technical ice cream in their range. • China should increase size of the ice cream with more durability. • Innovation should also be brought in the ice cream of India and China. SUGGESTION • Prizes of Indian ice cream should be reduc. This shows: 1) AMUL products are used in only 37% of the schools and by the people near by schools. 39 . So that it can be interpreted that other brands are having a strong market share in comparison with AMUL. dangler. 40 .SUGGESTIONS & CONCLUSION REPRESENTATIVES o o Visit at each and every retail shop. Regular visits every week should be there. and hoardings should be enhanced. • Promotional activities like posters. RESEARCH/ SURVEY o o More emphasis on research and survey Better understanding of market demand More emphasis on product diversification o PROMOTIONAL ACTIVITIES • Promotional activities for sale should be increased. etc. • Local newspaper advertisement should be there i. o Machine & Refrigerator must be provided to the retailers.• T. Nai Duniya.e.V. SERVICES o Damaged product should be taken care of efficiently and seriously. if they want to grow further. advertisement in Dainik Bhaskar. CONCLUSION The Indian ice cream factory is growing at an average rate of 20%and is now convinced with the fact that it needs to investin:• Technology. • European quality at Chinese cost is the formula forgrowth. China should increase size of the ice cream with more durability. advertisements should be increased. • Marketing. Prizes of China ice cream should be lower down. Innovation should also be brought in the ice cream of India and China. 41 . • Safety aspects. • Tooling and brand building. New Delhi.in.com o www.com 42 . 2001. CR “Research Methodology” vishwa publication. Websites:o www.webindia123.yellowpages.geetanjalijewelers. Ltd.1999 o Kothari. New Delhi.com o www.geetanjaligroup.BIBLIOGRAPHY Books:o Kotler Philip “Marketing Management” prentice Hall of India Pvt. o www.htm o www.com/smps3d/geetanjali.com 43 .wikipedia.smpsahd.