19872239 Dinshaws Project

Comparative analysis of Market share of Dinshaws Ice-Cream in Nagpur city

CERTIFICATE This is to certify that Mr.Sunil Sawlani

Is student of Bachelor Of Business Studies program of Institute of Institute Of Management & Research, Nagpur has successfully completed his project on “Comparative analysis of Market share of Dinshaws IceCream in Nagpur city” During the period the period 15th May 2007 to 15th July 2007.

For partial fulfillment of Bachelor Of Business Administration course of North Maharashtra University, Nagpur. For academic year 2007-08

Dr.TrinathDas

PROJECT GUIDE

DIRECTOR

1 Bachelor of Business Administration, Hislop College, Nagpur.


CERTIFICATE of EXPERIENCE To whom so ever it may concern This is to certify that Mr.Mayur R. Warule student of Bachelor of Business Administration from Institute Of Mana Ma nage geme ment nt & Re Rese sear arch ch;; Na Nagp gpur ur has succes successfu sfully lly completed his project in our organization. He did his project on, “Comparative “Comparative analysis of Market share of Dinshaws Ice-Cream in Nagpur city”

During the period 15th May 2007 to 15th July 2007. We found him sincere & hard working during the project period. We wish him success in his future endeavors.

For Sidhakala Enterprises.



ACKNOWLEGEMENT This project was undertaken to fulfill the partial requirement of BACHELOR OF BUSINESS STUDIES .Before proceeding to the report I would like to thank all of them who co-operated through the project.

At the out set, I sincerely thank Mr.Prashant S. Warule, Warule, The distributor of DINSHAWS ICE-CREAM for permitting me to undertake the project without whose approval this project would not have been possible.

I am also very thankful to my project guide for their valuable guidance and advice in the course of this project.

Finally I want to thank my dear friends and those who have made direct and indirect co-operation to me in completing this project.

Mayur R. Warule



INDEX

SR.NO.

DETAILS

01.

EXECUTIVE SUMMARY

02.

INTRODUCTION

03.

COMPANY PROFILE

04.

PRODUCT PROFILE

05.

RESEARCH METHODOLOGY

06.

CONCEPTUAL FRAMEWORK

07.

ANALYSIS & INTERPRETATION

08.

SUGGESTIONS & RECOMMENDATIONS RECOMMENDATIONS

09.

CONCLUSION

10.

BIBLIOGRAPHY

11.

QUESTIONNAIRE



EXECUTIVE SUMMARY

This study is for doing market research for authorized dealer of DINSHAWS ICECREAM LTD. And sharing the comparative analysis of market share of various ice cream brands in Nagpur City. The sample for the study was various ice-cream shops in Nagpur city. A sample size of one hundred fifty various ice-cream shops sales of various company ice-cream. The sampling used in this study was observation and scheduled interviews. The objectives of the study were to find market share of DINSHAWS ICE-CREAM and its compare to other share of ice-cream company under study.

The data collected was edited and tabulated for analysis and following conclusions were drawn from the analysis. 1. The DINS DINSHAW HAWS S ICE-CRE ICE-CREAM AM has has become become so so popul popular ar in its its consu consumpt mption ion.. 2.

The tota totall consum consumpti ption on of DINSHA DINSHAWS WS ICE-C ICE-CRE REAM AM in the area area unde underr study study is Rs.175823/- per month.

3.

The The market market shar sharee of DINS DINSHAW HAWS S ICE-CR ICE-CREAM EAM is 51.59 51.59% % may be due due to its its same prices as compared to other ice-cream

4.

There There is good good potent potential ial for for DINSHA DINSHAWS WS ICEICE-CRE CREAM AM in in Nagpur Nagpur city. city.



INTRODUCTION

The research work carried out below to study the market share of DINSHAWS ICECREAM in Nagpur in present crises cr ises environment. In consumer market commitment to quality & customer satisfaction in the basic success of any organization. “Market share “indicates the position of organization in market as compare to its competitor. Who are engaged in a same business or industry”. DINSHAWS ICE-CREAM is a well organized company. DINSHAWS ICE-CREAM a wide range of ice-cream. The management reviews the over over all all posi positi tion on of the the comp compan any y in this this one one year year and and this this avai availa labl blee data data and and information the management adopt a perfect strategy to acquire more growth in the market. Therefore I have selected this company to study the market share of DINSHAWS ICE-CREAM in Nagpur territory. I conducted market research in a systematic manner by applying all management tools to find out the market share of DINSHAWS ICE-CREAM. I a person who sales DINSHAWS ICE-CREAM and its comp compet etito itors rs too too with with the the help help of pers person onal al inte interv rvie iew w is coll collect ected ed abou aboutt sale sales, s, rates,quality,service & schemes.



OBJECTIVES OF STUDY

Ever Every y stud study y is bein being g cond conduc ucte ted d with with a purp purpos osee in it. it. The The stud study y of mark market et of DINSHAWS ICE-CREAM is carried out to achieve the objectives listed below. 01. To analyze the market share and potential. 02. To do comparative study of value of the product among the other brands in the market. 03. To determine the market share of the product through research and survey. 04. To determine the customer awareness about the product. 5. 6.

To iden identif tify y the the compet competito itorr and deter determin minee their their share share and and pos positi ition. on. To verify verify what what are the the reason reasonss for hamp hampered ered sales sales of of Dinsha Dinshaw’s w’s Prod Product ucts. s.



SIGNIFICATION OF THE STUDY

The market share analysis and potential to be studied. 01. The study of market share analysis would enable the manufacturer to reach a decision from the fact collected. The decision can be regarding the increase in an advertising campaign. 02. The study will focus on the real picture of the customer’s awareness about the product. 03. It will help the company to build a judgment regarding its competitor and their position. 04. The study will unravel the stage in which the company is at present. If it has reached the boom stage of the trade cycle it can direct its efforts towards extending the boom stage. 05. The study of market potential will help the company to canalize its resources in accordance with the estimated potential market.



COMPANY PROFILE Ice-cream today seems to have captured the fancy of taste buds, the world over caste, color, creed, age society and most of all season is absolutely no bar to its environment, new flavors and color combination. Responding to this, established taste psyche, DINSHAW’S DAIRY FOODS LTD. have introduced “DINSHAW’S ICE-CREAM” which established in the year1932. DINSHAW’S ICE-CREAM is 77years old organization. The parameters of Indian consumers want the superior quality and taste have grown tremendously over last decade and the one benefit most has been to the icecream industry. DINSHAW’S ICE-CREAM comes as a pure change to take its pla place ce amon among g the the sett settled led bran brands ds.. Havi Having ng unde unders rsto tood od the the dema demand nd of good good refrigeration for the last 77years, thanks to MR. JIMMY RANA the OWNER of DINSHAW’S DAIRY FOODS LTD. seems to have mastered the nitty-gritty of quality quality produc productio tion n along along with with refrige refrigerati ration. on. DINSHA DINSHAW’S W’S ICE-CR ICE-CREAM EAM is distributed through over 5000 retail outlets in the states of Maharashtra, Goa, Delhi, Karnataka, Andhra Pradesh, and Tamilnadu. PLANT & EQUIPMENT

DINS DINSHA HAW’ W’S S ICEICE-CR CREA EAM M and and dess desser ertt are are crea create ted d in a stat statee of the the art, art, sophisticated plant that is equipped with latest technology and top of the line amenities. The plant is located in Nagpur. They They use advanc advanced ed intern internati ationa onall techno technolog logy y to create create ice-crea ice-cream m with with strict strict adherence to server quality controls and hygiene norms. This ice-cream is a super premium ice-cream whit natural ingredients and available only in selected parlors.

Headquarters B/212, Oberoi Chambers.Opp.Sab.TV, off. New Link Road, Andheri (W), Mumbai-400 053. Telefax: 26733604/14. E-mail:[email protected]

Factory Dinshaws Dairy Food Ltd., Plot No.41/42.,Ayur’s Park. Five Star industrial area,



Botti-Bori, Nagpur, Ph.No:07102265085. Dock Yard Dinshaws Dairy Food Ltd., Opp.Hotal Sai Palace, Near Shayadri Nager Bus Stop, Mumbai Agra Haiway, Nagpur-9. Tel: 02533254347, 02533254347, Mob: 09823595520. 09823595520. Siddhkala Enterprises, Distributor of Bedekar Pickle, Masale, Bansiram Namkin & Dinshaws Ice-Cream, Shop No.03, Kshitish Apartment, Rane Nagar, Chetna Nagar Nagpur.-9. Ph No: 02532390286. 02532390286. Mob: 09860813954. 09860813954. LIST OF REGIONAL & AREA OFFICE

Since the business business of the company company has Captured Captured the major share in index index & also in capital cities market the company has to go for efficient networking channels , so that business dealing do not fall victims in time. Company divided in Maharashtra in nine regions as listed below, • • • • • • • • •

Mumbai Nagpur Nagpur Dhule Nagpur Kolhapur Pune Solapur Aurangabad

In Nagpur region following cities are included, • • • • • • • • •

Nagpur city Sinner Trambak Iagatpuri Ghoti Ozar Pimpalgaon Chandvad Yevela 10

Bachelor of Business Administration, Hislop College, Nagpur.


In Nagpur market 117 Ice- cream points. 12 Main Ice - cream parlors.

INFRASTRUCTURE PROVIDED BY COMPANY

One of the most motivated things to the retailers is that the Infrastructure provided by company to the retailers. To expand & capture more & more market company always support to the retailers by providing following things. 01. Company deliveres an imported grade deep freezer of 7.5 cubic feet capacity in very low price. 02. To develop the advertising support.

ret retailers

spot

the

com company

provides

full

03. Provides all 32 ranges of bulk Ice cream. 04. Special schemes to retailers and customers. 05. Extra discount facilities. 06. Provide huge Margin. Following table compare the margin to the distributors& retailer of various competitors’ brands.

MARGIN STRUCTURE Brand’s Name Dinshaws Amul Freshna Vadilal Kwality Walls

Margin to Distributor 10% 06% 17.50% 12% 08%

Margin to Retailer 25.50% 15% 25% 24% 22%



ORGANISATION CHART

MANAGING DIRECTOR

DIRECTOR PRODUCTION

DIRECTORMARKETING

DIRECTOR FINANCE

REGIONAL SALES MANAGER AREA SALES MANAGER AREA SALES EXICUTIVE PILOT

DISTRIBUTION NETWORK

MANUFACTURING UNIT DISPATCH SECTION NAGPUR OZAR

GHOTI

IGATPURI

TRAMBAK

SINNAR

CHINCHVAD

YEVALA



PRODUCT PROFILE

DINS DINSHA HAW’ W’S S ICE ICE CREA CREAM M is a supe superr prem premiu ium m ice ice crea cream m made made with with natu natural ral ingredients and is available only in selected parlors DINSHAW’S ICE CREAM dealing with various categories given below & each one having various flavors TAKE HOME

750ml packs Kesar Pista 70/Choco-Chips 60/Kaju Kismis 60/Butterscotch 60/Mello-Jello 60/Mango Tango 60/Three-in-One 55/Vanilla 50/Strawberry 50/Pista 50/400ml Packs Butterscotch 45/Mango 45/Strawberry 32/Pista 32/Vanilla 32/Raspberry Ripple 32/DOUBLE DELIGHT (750ml+750ml) 1500ml Butterscotch+ Vanilla 110/Chocolate+ Vanilla 99/Strawberry+ Vanilla 95/UTSAV PACKS Butterscotch 110/Vanilla 80/Strawberry 80/-



PREMIUM TUBS Belgium Chocolate (New) 100/Jamaican Malt ‘n’ Almond (New) 80/Praline & Cream (New) 80/Anjeer Badam 80/ Nice-Spice 80/King Alphonso 80/Fruit Overload 80/Kesar Kamal 80/Sitafal 80/Choco Chips 70/Butterscotch 70/Pineapple Supreme (New) 70/Vanilla classic 50/-

IMPULSE ICE LOLLIES Mango 5/Katchi Kairei 5/Orange 5/ Nimbu Pani 5/Ripe Strawberry 5/TWINS BARS Mango 12/Raspberry 12/Lychee 12/-

SUNDAES Kesar Kamal 20/Mocha Almond 20/Double Fundae 15/BAR NOVELTIES Choc-O-Nut (New) 20/Kaju Fudge 20/Heart Beat 20/Rainbow 10/LARGE CUPS Kesar Pista 18/Butterscotch 16/Mango Alphonso 16/Vanilla 10/Strawberry 10/-



Pista 10/SMALL CUPS Butterscotch 6/Strawberry 5/Vanilla 5/CHOCO BAR Champ Choco Bar 14/Choco Bar (New) 10/Choco Bar 8/KULFI Mango Malai 10/Kesar Malai 10/-

NOVELTIES Maha Sundae 25/Cassata 25/Yorker 12/CARNIVAL Choco Chips 20/Butterscotch 20/Badam Roasted 20/Strawberry-Pista 15/Choco-Delight (New) 15/-



RESEARCH METHODOLOGY MEANING

Research is an art of scientific investigation; research is the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts and data, analyzing the fact and reaching certain conclusions either in the form of solutions solutions towards towards the concerned concerned problem or in certain generalizatio generalization n for some theoretical formulation. OBJECTIVES

The following are the objective of the survey. 1.

To find find out out the the pres presen entt mark market et share share of DINS DINSHA HAWS WS ICEICE-CR CREA EAM M area area covered during the study.

2.

To estima estimate te the the mark market et pote potenti ntial al of of DINSH DINSHAWS AWS ICE-CR ICE-CREAM EAM..

3.

To comp compar aris ison on betwe etween en DINS INSHAWS HAWS ICE ICE-CRE -CREAM AM & oth other ice ice crea cream m company in rates.

4.

To compa comparis rison on servi service, ce, sche scheme me betw between een DINS DINSHAW HAWS S ICE-C ICE-CREA REAM M & other other ice-cream company in Nagpur ice-cream market.

5.

To find find out out shop shopkee keeper perss expec expectati tations ons from from DINSHA DINSHAWS WS ICEICE-CRE CREAM. AM.

RESEARCH DESIGN

The research undertaken by the researcher was descriptive in nature. Considering the nature of the research the survey method was adopted. In the survey personal interviews were conducted and a structured questionnaire was administered during the interviews.

SAMPLE SIZE

From the population of various ice cream shops, sample size in Nagpur was taken for the study.



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 convenience sampling.

DATA SOURCES

The nature of data collection was primary. The primary data for the project was collected while market survey & personal done in ice cream shop.

METHOD OF DATA COLLECTION

Various methods were used to collect the primary data. These are 01. Observations 02. Personal interview 03. Schedule.

OBSERVATIONS

It is the methods of nothing and recording information without asking specific question from the respondents. The advantage of this method is that it is highly effective to provide information asked for.

SCHEDULE AND INTERVIEWS

In this this method method researche researcherr asks asks the question question from the Performa Performa in the order order questions are listed and record the replies in the space meant for the same in the Performa.

A schedule was prepared and administered to owner and the managers of various ice-cream companies to now. a) To produc productt and concentrate concentrate on on more more selling selling product. product. b) Daily Daily sell selling ing curren currentt schem scheme. e. c) Conc Concen entra trate te on on serv servic ices es.. d) Inform Informati ation on collect collect compet competito itors rs product product.. 17 Bachelor of Business Administration, Hislop College, Nagpur.


The advantage of this method is all the required information can be obtained in an orderly and systematic manner since all the questions re formulated in advance. Along Along with with the schedu schedule le interv interview iewss were conduc conducted ted.. The interv interview iewss were totall totally y inform informal. al. The advant advantage age of using using both both method methodss simult simultane aneous ously ly was to collec collectt additional information.



LIMITATIONS Despite having taken all the care in the process of research project it is very necessary to know the limitations of the study. The following are the limitations of this research project.

1.

Due to time time constr constrain aints, ts, the sample sample size size taken taken was small. small.

2.

Conven Convenien ience ce samp samplin ling g used used here here has has its its own own limitat limitation ions. s.

3.

There There might might have have been been some some conc concurr urrent ent inaccu inaccuraci racies. es. Whereby the respondents might have given wrong information in order to safe guard against invasion of privacy.

4.

The respon responden dents ts migh mightt have have reso resorted rted to quick quick and and abrupt abrupt answers to terminate the quickly.



SCOPE OF STUDY AND ITS UTILITY The scope of study is limited to Nagpur city. The survey was undertaken only this areas survey covered the whole Nagpur city that is the full information provided to company. The research have been undertaken by the researcher is useful to dealer & company in many many ways. ways. The The stud study y is usefu usefull in findi finding ng the the mark market et pote potent ntia iall and and the the tota totall consumption of DINSHAWS ICE-CREAM in the city covered during the survey. The study will help the dealer in targeting those shops first where there is good potential and the selling of DINSHAWS ICE-CREAM is higher. During the study it has been found has been found that still there are many ice-cream company and other company what strategy apply for theses area like rated, quality, schemes, service DINSHAWS ICE-CREAM compares the all company & decides the new strategy



CONCEPTUAL FRAMEWORK Marketin Marketing g researc research h is the collect collection ion and interpret interpretatio ation n of data data that that help help the marketing management to get the products more efficiently in to the hands of the consumers. AMERICAN MARKETING ASSOCIATION DEFINES

Marketing Marketing research research as systematic systematic collection, collection, recording, recording, analysis, interpretation interpretation and report reporting ing of inform informatio ation n about about existi existing ng or potent potential ial market marketss market marketing ing strategies and tactics etc. Marketing research and market research should not be confused. Market research is one of the market it self that is its size no. of competitor active in it and their market share. Market research can be used for estimating the market share but in reality there may have to be eliminated because of certain factors. Market research is very much significant in determining the market potential. One of the method used by business marketers in determining the market potential is build up method. In this method the first step is identify all the potential buyers in each market and then to estimate estimate their potential potential purchase. purchase. In the research undertaken undertaken the potential potential buyers 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. In this way research plays an important role firstly find out market share & how to the increase the market share. To analyze the primary data and then decide strategy for increase the market share. Any manufacture manufacturerr or dealer seeking seeking a new market would 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 increase the market share. share. To analyze analyze the primary primary data data and then decide decide strategy for increase the market share.



ANALYSIS AND INTERPRETATION Once the data has been collected, it has to be analysed which amount to tabula tabulation tion of collec collected ted inform informati ation. on. It involv involved ed the steps steps like like editin editing, g, coding and tabulation. The basic purpose of editing is to examine the collected raw data to decked error and omissions and to correct these errors, editing involve a careful scrutiny of the completed schedules. During this phase the answers, which were found to be incompletely answered or erroneous or inconsistent in nature were isolated and the respondents were followed up again. Since a structured questionnaire was made, there was no need of post coding the next step was tabulation in which the responses in different categories were simply counted. Simple tabulation was employed in which statically tools like frequency Distribution and percentage were used

PRESENTATION OF INFORMATION:

The The next next step step in rese resear arch ch proj projec ectt afte afterr the the anal analys ysis is of data data is the the presentation of results so that meaningful inferences can be drawn. The results are presented as follows.

MARKET SHARE

MONTHLY ICE-CREAM SALE OF EACH COMPANY.

The researcher has taken a sample size of 150 ice-cream shops in Nagpur city. The following table shows the market share of each company in Nagpur ice-cream market.

Company Dinshaws Amul Baskin Robins Top ‘N’ Town Kwality Walls Vadilal

Sales (in Rs.) 175823 224000 90000 68000 1000 9000

Percentage 79.56% 12.16% 2.02% 3.15%

2.01% 1.10% 22

Bachelor of Business Administration, Hislop College, Nagpur.


From From this this tabl tablee it is seen seen that that out out of all all iceice-cr crea eam m shop shopss sale saless of DINSHAWS ICE-CREAM is 79.56%.

OTHERS (VADILAL, KWALITY WALLS, AMUL)

DINSHAWS ICE-CREAM share is 79.56% in Nagpur ice-cream market DINSHAWS ICE-CREAM and Amul are only two companies, which have captured above 90% market. If DINSHAWS ICE-CREAM opens exclusive parlors then DINSHAWS ICE-CREAM can overtake Amul selling. DINSHAWS ICE-CREAM has not given and opened any lavish counters in main market areas like Buldi, Dharam Dharampet peth, h, CA Road Road etc. etc. Since Since DINSHA DINSHAWS WS ICE-CR ICE-CREAM EAM’s ’s sale sale in Nagpur market is better than any other ice-cream company and if it starts counters in market it would definitely help to increases its sale.

RATES

The rates of all the companies companies are generally generally equal. But special item of icecream’s 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. Inthe summer season the main competitor DINSHAWS ICE-CREAM’s i.e. Amul, which changes its rates that means it increases its rates in few items but it is not with DINSHAWS ICE-CREAM. The company does not change its rates. The rates rates of this this comp compan any y are fixe fixed d for for every every seas season on mean meanss ther theree is no flexibility in rates. When confronted confronted with shopkeeper shopkeeper they said that the rates of DINSHAWS DINSHAWS ICE-CREAM are quite good in comparison with other rates, they said that DINSHAWS ICE-CREAM is giving good quality at cheap rates, they also said that the customers are also satisfied with the rates. This factor has helped to increases the sale of DINSHAWS ICE-CREAM.



SCHEME

A scheme is a type of marketing policy, which helps to increases sale of product for company. Therefore company makes use of scheme for giving extra benefit to shopkeeper shopkeeper.. The scheme ultimately helps to shopkeeper shopkeeper to increases its sale. Therefore company tries to motivate their customer i.e. shopkeeper by giving different types of scheme. In Nagpur market many shopkeepers sale 2 or 3 ice-cream company’s product. product. Therefore shopkeeper shopkeeper generally tries to sale more product of that company which gives him beneficial scheme. Foll Follow owin ing g are are the the sche scheme mes, s, whic which h comp compan anie iess have have prov provid ided ed to the the shopkeeper. 01. DINSHAWS ICE-CREAM. a) Buy five box get one boxes free. b) Buy Novelties six boxes get tuff free. c) Buy Small Cups three boxes get Family pack free. 02. AMUL. a) Buy one Party pack get one free. b) Buy one liter Thumbo get one liter Thumbo free. c) Buy Butter Scotch get Vanilla free. d) Buy Party packs Rs.100/- 1000ml. get 800 ml free. e) Buy on Combo pack 25% free. 03. FRESHNA. a) Buy Rs.75 Rs.750/0/- premium premium party party packs packs get get Rs.144/Rs.144/- large large cup free. b) Buy Rs.750/Rs.750/- Rainbo Rainbow w Cup get two two boxes boxes free. free. c) Buy Family Family pack packss get one one Famil Family y pack pack free. free. d) Buy Rs.5 Rs.5000 000//- ice-cre ice-cream am get get one watch watch..



DINSHAWS

KWALITY SS lice lilice lice ce89 90 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 6 WALLS 7 8 9 AMUL

TOPNTOWN

BASKIN ROBINS

From pie chart it has been cleared that Dinshaws quality is best. They have have got success success to satisf satisfy y their their custom customers ers who is shopk shopkeep eeper er by providing best quality ice-cream. It has been rightly said that quality always always matter matter better better that that the quanti quantity. ty. Dinsha Dinshaws ws has provid provided ed best best quality. The material which Dinshaws uses for the production of there items is better than any other ice cream. DINSHAWS ICE-CREAM has the quality of creamy as well as non creamy ice-cream. While local companies providing fresh ice-cream.



Dinshaws Amul Other

From the pie chart it has been cleared that the services of different icecream companies have got responses from the shopkeeper. According to that pie chart DINSHAWS ICE-CREAM service is best many shopkeeper are satisfied with the service of DINSHAWS ICE-CREAM because they gives gives the service service quickl quickly y to shopk shopkeep eeper er and he gets gets produc productt easily easily as compare to Amul. Shopkeepers say that Amul has been in market since last few years that’s why they do not try to maintain the relation by giving better service as compare DINSHAWS ICE-CREAM.



QUALITY.

COMRARE QUALITY OF EACH ICE-CREAM COMPANY.

25%

OTHERS

45%

AMUL DINSHAWS

30%



SERVICE

COMPARISON OF SERVICE OF EACH ICE-CREAM COMPANY

26% OTHERS

43%

AMUL DINSHAWS

31%



PERCENTAGE SHARES IN NAGPUR ICE-CREAM MARKET.

Dinshaws Amul Baskin Robbins Robbins Kwality lity Walls Walls Top n Town Vadilal



SEASONAL FLUCTUATION

Sales of Dinshaw ice-cream in lacs.

JAN

4.5

FEB

4

M AR

3.5

AP R

3

M AY 2.5

JUN

2

JUL

1.5

AU G

1

SEP O CT

0.5

NO V

0 1

DEC



SEASONAL FLUTUATION

The sale of the ice-cream is depend on seasonal condition .As shown in the graph the maximum sale of ice-cream is in between Feb. to July. And average sale in between the Aug. to Jan. In other word the demand is increases in summer and goes to its minimum demand in winter PRODUCT AWARENESS

PRODUCT 15% 15 %

AWARE

NOT AW AR 85% 85 %

ABOUT PRODUCT

The finding of the research of DINSHAWS ICE-CREAM. All retailers are known about DINSHAWS ICE-CREAM. Advertisement and propaganda at the every retailers, contributed so much to the product awareness. The percentage of the product awareness of DINSHAWS ICECREAM is up to 85%.



MONTHLY ICE-CREAM SALES OF EACH ICE-CREAM COMPANY IN NAGPUR ICE-CREAM MARKET

Average monthly sale of companies in thousand

250000 200000 150000 100000 50000 0 Dinshaws Kwality lity Walls

Amul

Top n Town

Baskin Robins

Vadilal

SUGGESTIONS 32 Bachelor of Business Administration, Hislop College, Nagpur.


1.

DINSHA DINSHAWS WS ICE-C ICE-CREA REAM M shoul should d increas increasee the budg budget et of his his adver advertis tiseme ement nt in order to capture 100 percent of Market.

02. DINSHAWS ICE-CREAM should provide more number of Cooling Machines in outlets. 03. DINSHAWS ICE-CREAM should provide better service to Outlets having old machines. 04. DINSHAWS ICE-CREAM should open exclusive parlors in hot spot areas of Nagpur. 05. DINSHAWS ICE-CREAM must concentrate on other Promotion activities like business promotion (Coupon, Gift, Scratch cards) & trade promotion (Free Samples, Schemes).

6.

DINSHA DINSHAWS WS ICEICE-CRE CREAM AM has has good good qualit quality y ice-cre ice-cream am whic which h can can be promoted to attain 100 percent market share.



RECOMMENDATIONS 01. DIRECT CONTACT WITH DEALER.

Companies engaged in the ice-cream making businessneed to keep frequent and direct contacts with retailers. All the companies have to recognize the strength of retailers and motivate them to promote their brand of ice creams. Company should arrange arrange the semina seminars, rs, distrib distribute ute gifts gifts to retaile retailers rs and compan company y repres represent entativ ativee frequently visit retailers to solve their problems. The researcher would like to recommend DINSHAWS ICE-CREAM to appoint representative to visit retailer’s outlet to solve their problems. The researcher would would also also like like to recomme recommend nd to DINSHA DINSHAWS WS ICE-CR ICE-CREAM EAM to arrange arrange for retailers seminars and trips for them also distribute gifts to them for being close to the retailers.

02. STARTING OF CUSTOMER’S EDUCATION CELL.

During the research it is observe that most proportion of the product is consumed by marginal customers. During the research it is observed that marginal customers is alwa always ys refle reflecte cted d and and not not take taken n into into cons consid idera erati tion on whil whilee taki taking ng deci decisi sion on regard regarding ing the market marketing ing.. Durin During g the researc research h it is observ observed ed that that throug through h big propo proporti rtion on is consum consumed ed by margin marginal al custom customer er they they are not aware about about the difference in the different grades of the ice cream. The researcher would like to suggest that DINSHAWS ICE-CREAM customer education cell to give proper information regarding the ice cream. This cell will give full information to the customers regarding the use of different brands.

03. INSERTION OF GIFT AND CASH COUPONS.

Today only distribution gift without any scheme does not make effect on sale. But insertion of coupon can make big effect. The researcher would like to suggest DINSHAWS ICE-CREAM to start lucky coupons schemes. The researcher would also like to suggest providing for cash commission to the mason on every product.

04. PROMPT DELIVERY.

During the research it is found beside good demand for DINSHAW ICE-CREAM, company is unable to meet the increasing demand it is resulting into reduction in sale as well as market share. The researcher would like to suggest that company make proper arrangement arrangement for prompt prompt of proper proper delivery. delivery. Prompt delivery’s delivery’s very important important factor if there were not prompt delivery your customers are found to buy another 34 Bachelor of Business Administration, Hislop College, Nagpur.


brand brand which which can result result perman permanent ent loss loss of custom customers ers.. To avoid avoid these these thing thingss company must take appropriate measures to bridge the gap between demands of supply. 05. TRANSFER OF ADVERTISING FUND

During the research it is found that DINSHAWS ICE CREAM have not achieved 100% success in adverting of there product. DINSHAWS ICE CREAM has not 100% awareness for their product so there is need for heavy advertising expenditure. Company can advertise on hoarding wall painting and newspapers.



CONCLUSION From the analysis done the following conclusions can be drawn.

01. DINSHAWS ICE-CREAM company’s market in Nagpur city is 79.56% & Amul has 12.16%. This means that DINSHAWS ICE-CREAM & Amul have captured more than 90% of market. 02. From survey it is cleared that the quality of Dinshaw is the best are also interested in buying brands like Amul &Quality Walls.

but people

03. The rate factor of ice-cream in the market is generally equal. There in not much difference in the rate chart. 04. DINSHAWS ICE-CREAM’S service, which the company provides to the shopkeeper, is the best. While Amul & Quality Walls’s are competent enough. 05.DINSHAWS ICE-CREAM & Amul are the only brands, which provided a lot of schemes to their customers. Their scheme has variety, while Quality Walls is a company, which gives cash discount to its Customers. 06. DINSHAWS ICE-CREAM has different variety of icecream. They have provided many packs such as select & premium. These two have provided the customer to choose a pack of his choice.



BIBLIOGRAPHY 01. “Marketing Management” by Philips Kotler 10 th Edition in 1998, Hall of India Pvt.Ltd, New Delhi-110001.

02. “Marketing Research” by Luck Rubin 7 th Edition in 1999, Hall of India Pvt.Ltd, New Delhi-110001.

03. “Research Methodology Methods & Techniques”, by Kothari C.R. 2nd Edition, Wishwa Publication, New Delhi-110001 04. Company Literature.



QUESTIONNAIRE MARKET SHARE OF DINSHAWS ICE-CREAM IN NAGPUR ICE-CREAM MARKET.

Retailer Name: Address: Tel.No:

01. How many brands are available in the market today? 02. Which product you sell? 03. Which are the leading brands you think? 04. What is the market share of each brand? 05. Which promotional measure are uses in the business to increases the sale? 06. Which ice-cream selling more? 07. Why more sales? 08. Why less sales? 09. What are the rates? 10. Which quality is best? 11. If good, why? 12. If not good, why? 13. Which company provides best service? 14. What are the schemes? 15. Does the sale affect the seasonal trend? 16. What is the monthly average demand? 38 Bachelor of Business Administration, Hislop College, Nagpur.


17. What is your expectation from DINSHAWS ICE-CREAM?



A PROJECT REPORT ON

“MARKET SHARE OF DINSHAWS ICE-CREAM”

CONDUCTED AREA OF NAGPUR MARKET

SUBMITTED BY MAYUR R. WARULE

IN THE PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS STUDIES

INSTITUTE OF MANAGEMENT AND RESEARCH, NAGPUR. 2007-2008


19872239 Dinshaws Project

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