new report for vadilal recruitment & selection
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PREFACE
This summer training report is not only the report of the training in vadilal ice
cream, but also contains the brief history of the organization. Vadilal is a well-
known organization in ice cream sector. The report contains the competitor’s
history and their marketing strategy. The company is maintaining the quality
product. Vadilal is providing a widest range of ice cream. The focus of the proect
is to know the purchase pattern and perception of the consumers for Vadilal ice
cream.
This proect as a summer training is a partial fulfillment of two year !"#$
course. %n this proect % have included all the required things. This proect has given
me a great learning and has helped me to know the actual management scenario.
ANURAG SHARMA
MBA IV SEM
ROLL NO.1263570078
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TABLE OF CONTENT
Chapter-1 Introduction of the topic
Chapter-2` Introduction of the Organiation
Chapter-! I"portance of the #tud$
Chapter-% &cope of #tud$
Chapter-' Literature Re(ie)
Chapter-* Re#earch +e#ign
• Re#earch Pro,e"
• Re#earch O,.ecti(e
• /$pothe#i#
• 0ni(er#e
• &a"pe &ie
• &a"ping Techniue
•+ata Coection
• +ata Ana$#i#
Chapter- +ata Ana$#i#
Chapter-3 +ata Interpretation
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Chapter-4 Concu#ion
Chapter-15 Reco""endation# and &ugge#tion#
Chapter-11 #cope for further re#earch
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INTRO+0CTION TO T/E TOPIC
%ce creams are a genuine delicacy to one and all. %t would indeed be difficult to
trace a sole who actually doesn’t like ice creams. %ce creams are an all time
favourite for people of all ages. &ow often do we ever give it a thought as to know
about ice creams'
%ce cream market in %ndia-The total market in the ice cream industry is (s )***
crores of which the branded ice cream market holds a scoop of (s +** crore. The
ice cream market in %ndia is currently estimated to be )*-mn liter valued at (s +
crore $(! (s / bn0. The market growth during the late 1*’s and in the early /*’s
was very low at around )-2 3 p.a. since the last ) years4 the market has been
witnessing a much faster growth at around *-)3 p.a. The growth rate could have
been higher but for poor infrastructure high e5cise duty 6 sales ta5 etc.
%n the beginning &77 entered the market through frozen dessert route. 8rozen
desserts were technically not reserved for the small scale. There are a number of
brand of ice creams available in the country. 9ven region has its own special brand
of ice creams.
There lies immense opportunity in the 9ast removal of licensing, restrictions and
investment by new players in capacity and market e5pansion, is e5pected to lead to
rapid demand growth in the sector. : *-)*3 p.a. volume growth can be sustained
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for a very long period due to the fact that the current base of consumption is very
small.
%ce cream has an ancient history-:s for the origins of ice-cream, an equal amount
of folklore abounds. %n the fourth century ;.
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%ce creams is a dairy product comprising of ?*3 dairy ingredients like
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%ndian ice cream industry is worth DE** million of which only less than half D2**-
2* million0 is accounted by organized players like
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INTRO+0CTION TO T/E OR8ANI9ATION
6adia group has its humble beginning, more than / years ago, when its
founders started manufacturing %ce-cream with a hand cranked machine.
Today it is a diversified ;usiness "roup with maor interests in Ice-crea"#, Food
Proce##ing, Rea E#tate +e(eop"ent and &peciat$ 8a#e#.
&ead Guartered in "uarat, the most industrialized @tate in %ndia, the "roup had a
turnover //1-//0 e5ceeding (s.** million. $aor companies of the "roup are
listed in several @tock 95changes of. %ndia. The "roup has a large investor base
and its brand name H6adiaH commands an e5cellent equity.
The H6adiaH philosophy of providing its customers with quality products and
services at affordable prices has resulted in the brand being a household name in
%ndia.
6adia Indu#trie# Ltd: ;6IL< i# the fag#hip co"pan$ of 6adia 8roup:
V%7 is a public limited company listed in maor @tock 95changes of %ndia. V%7Is
primary interests are in %ce-creams and 8ood !rocessing.
Vadilal is having one fourth of the %ndian %ce-cream market as its share. Aith its
successful track record spanning seven decades, Vadilal is synonymous with %ce-
cream in several parts of the country.
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The !rocessed 8oods #ivision processes and markets a wide variety and range of
fruits, vegetables and ready-to-serve %ndian 8oods. The #ivision also e5ports
several of these products to the 9uropean Bnion, the $iddle 9ast, :sia !acific
(egion and the B@.
6A+ILAL ICECREA=
6adilal, the name conures up images of ice cream laden bowls and a plethora of
new flavours. @tarting from one man show with a hand cranked machine in /)? as
a small retail outlet, the ice cream division now has a production capacity of
lacks litters6day at 2 sophisticated plants, located at :hmedabad, !undhra and
;areilly. These %@> /**) certified plants for !undhra and ;areilly are established
in such a way that they are in consonance with the market e5pansion strategies of
the division.
Vadilal has one of the largest cold chain networks in %ndia, comprising of
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Vadilal has )3 of the %ndian ice cream market as its share. ;ut thatIs no surprise
considering that the group has the largest range of ice creams in the country in a
variety of flavours, packs and forms. The group has a product matri5 of over )**
@CBs comprising of cones, cups, candies, family and party bricks and bulk packs.
Vadilal introduced the concept of Hflavour of the monthH under which the company
develops and markets one new flavour every month for its customers delight.
Product range
Vadilal has the ma5imum range of ice-cream products in %ndia i.e. over )** @CBs.
%t has preference for tastes as per budgets. There are rich creamy ice creams for the
connoisseurs and low fat frozen desserts for the health conscious. There are plain
favourites, chocolate ecstasies, romantic ripples, nutty delight, fresh fruit fantasies
and are guaranteed to spark your taste buds. Vadilal has priced its products on the
principle of real value for money.
>uait$
:t Vadilal, commitment to Guality is an :ttitude. Vadilal %ce
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product reaches the customer4 he is convinced that quality shines through in
everything the group does.
Ne) Launche#
• (ecently the group has launched 8resh 8ruit %ce-cream with ripples under
the 8antasy range viz. 8resh >range 8antasy, 8resh $ango 8antasy, 8resh
@trawberry 8antasy and 8resh ;lack
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=ar?et Reaction to 6adia@# acti(itie#
The recent promotional schemes have a tremendous response from the consumers.
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Operationa Reuire"ent#
. : place at a prominent location with at least I frontage and at least +** sq.
ft. area reserved for ice creams only.
). $inimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.
2. !roper space for sitting or standing for serving ice creams.
+. %nside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of e5citement.
. Translite of products with their prices and attractive photograph should be
displayed properly to create the right ambience in the parlour.
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I=PORTANCE OF T/E &T0+
• @election of ingredients
• $i5 preparation
• &omogenizing and pasteurizing
• 8lavours and colors
•
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• %mporters catering to high-end consumers are selling B.@. ice cream to
hotels, supermarkets and up-scale shopping outlets.
#istribution 7imited by @torage- %ce cream distribution in %ndia usually involves a
distributor, wholesaler and retailer. ;ecause of chinks in the cold storage chain,
most brands have small regional operations with production facilities located near
maor markets.
=ational brands may opt for cold-storage facilities in maor consumption centres or
acquire smaller production facilities close to the retail outlets.
(etailers, numbering around E*,***, operate through fi5ed outlets or mobile
pushcarts, tricycles or three-wheelers.
The domestic dairy cooperative sector entered the market in late //?, launching a
price war that caused many small and medium-sized businesses to leave the market
or merge with large-scale producers. These larger companies e5panded their
distribution networks and broadened offerings.
(ecently, multinational brands, such as AellsI ;lue ;unny entered the market.
;askin-(obbins and Cwality Aalls established oint venture relationships with
%ndian companies.
Though the -percent tariff on imports limits demand, there are plenty of
consumers with a hankering for premium brands willing to pay the difference.
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The frozen treats usually are packaged and sold three waysK
•
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&COPE OF T/E &T0+
• The study provides the knowledge of V:#%7:7
%=#B@T(L.
• The study help a lot know about retailer interest F first
hand information regarding the retailer satisfaction.
• The study provides immense knowledge of ice cream
%ndustry.
• The company stands to gain useful info about the market
and its competitors.
• The study helps to know the consumers choice and his
purchase decision process
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LITRAT0RE RE6IE
6adilal, the name conures up images of ice cream laden bowls and a plethora of
new flavours. @tarting from one man show with a hand cranked machine in /)? as
a small retail outlet, the ice cream division now has a production capacity of
lacks litters6day at 2 sophisticated plants, located at :hmedabad, !undhra and
;areilly. These %@> /**) certified plants for !undhra and ;areilly are established
in such a way that they are in consonance with the market e5pansion strategies of
the division.
Vadilal has one of the largest cold chain networks in %ndia, comprising of
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RE&EARC/ +E&I8N
RE&EARC/ PROBLE=
• $ost people are not aware to particular brand.
• !eople are not supporting.
•
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RE&EARC/ OBECTI6E
T&9 !(>N9
T(:V9(@9 T&9 79="T& :=# ;(9:T&9 >8 ( $:(C9T@
:=# @&>!!%=" :(9:@. V%@%T%=" 9V9(L GB:7%8L%=" >BT79T "%V9
B@ 9R!>@B(9 T> : V9(L T(B9 7%89 >=-T&9MN>; T(:%=%=" %=
%#9=T%8L%=" !>T9=T%:7 !(>@!9( (9T:%7%=" V:#%7:7 %=:;7L ">># C=>A79#"9 :=# >8 B(@9, : !(:8 %
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0NI6ER&E OF &T0+
Ahether $other dairy is following :muls footsteps or :mul is following $other
dairy foot steps its hard to tell, but one thing that can ascertained is that there is
fierce competition among the maor players .
$>T&9(
#:%(L
CA:7%TL
A:77@
V:#%7:7 :$B7
@T(9="T& @trong brand
awareness,
high product
differentiation
@trong
distribution
channel
8ocus on
creating
e5citement
through a
range of
affordable
Fwide
variety
@trong
financial back
up from &77.
"ood display.
!ositioned as
pure
vegetarian ice
cream F good
pricing
strategies.
$a5imum
profit margin
to retailers.
"ood
replacement
scheme.
@trong brand
awareness,
wide variety
of ice cream,
high profit
margin to
retailer.
A9:C=9@@ #isplay Target mostly 7ess !oor
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problem,
(eplacement
problems
in premium
segment,
higher pricing
strategies
advertisement, distribution
channel, =o
replacement
scheme.
>!!B(TB=%TL &uge
untapped area
(etailer
always
prefers to buy
deep freezers
on security.
&uge
untapped area.
=ew product
development
in diet
product
7ower
segment
penetration.
Threat 8rom local
players
8rom mother
dairy
8rom CA F
$>T&9(
#:%(L
8rom
premium
segment
&A=PLE &I9E
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: frequently asked question is O&ow many people should % sample'P %t is an
e5tremely good question, although unfortunately there is no single answerS %n
general, the larger the sample size, the more closely your sample data will match
that from the population. &owever in practice, you need to work out how many
responses will give you sufficient precision at an affordable cost.
0E
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&ere we have used random sampling process to the collection of data.
Aith the help of primary and secondary data % have completed the research
&ere % used respondent decision toward the vadilal group consumer purchase
#ecision towards vadilal and others.
+ATA COLLECTION
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+ata coection
i0 #irect ask question
ii0 #irect through questionnaire
iii0 #iscussion with respondent
&ource# of data
i0 !rimary data
ii0 @econdary data
8or the successful completion of the proect % was required to understand and study
Ice Crea"# as a product and at the same time lay greater emphasis on the ice
creams markets in bareilly
% visited all maor markets and shopping areas and went to all those outlets, which
prospectively seemed to qualify as a good ice cream outlet.
To understand the market situation % read through numerous news articles, ournals,
company reports and also surfed the %nternet M which gave me a good insight into
Vadilal ice creams and its e5isting market scenario.
% have conducted survey M one for the retailers and other for the customers.. :
sample size of ** was taken into consideration. This helped me gauge s potential
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for Vadilal ice creams and also revealed interesting viewpoints with regard to
various ice cream brand preferences, flavour preferences, retailer requirements.
:fter having worked in the market M talking to retailers and consumers % was able
to see through the ice cream market in its true colors. : complete field work over a
period of 1 weeks gave us a good e5posure to the actual conditions prevailing in
the ice cream market. :t the same time it has also given us the genuine capacity to
analyze Vadilal ice creams present shape and future potential.
6A+ILAL-T/E CO=PAN PROFILE
6adia group has its humble beginning, more than / years ago, when its
founders started manufacturing %ce-cream with a hand cranked machine.
Today it is a diversified ;usiness "roup with maor interests in Ice-crea"#, Food
Proce##ing, Rea E#tate +e(eop"ent and &peciat$ 8a#e#.
&ead Guartered in "uarat, the most industrialized @tate in %ndia, the "roup had a
turnover )**/-*0 e5ceeding (s.** million. $aor companies of the "roup are
listed in several @tock 95changes of. %ndia. The "roup has a large investor base
and its brand name H6adiaH commands an e5cellent equity.
The H6adiaH philosophy of providing its customers with quality products and
services at affordable prices has resulted in the brand being a household name in
%ndia.
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6adia Indu#trie# Ltd: ;6IL< i# the fag#hip co"pan$ of 6adia 8roup:
V%7 is a public limited company listed in maor @tock 95changes of %ndia. V%7Is
primary interests are in %ce-creams and 8ood !rocessing.
Vadilal is having one fourth of the %ndian %ce-cream market as its share. Aith its
successful track record spanning seven decades, Vadilal is synonymous with %ce-
cream in several parts of the country.
The !rocessed 8oods #ivision processes and markets a wide variety and range of
fruits, vegetables and ready-to-serve %ndian 8oods. The #ivision also e5ports
several of these products to the 9uropean Bnion, the $iddle 9ast, :sia !acific
(egion and the B@.
6A+ILAL ICECREA=
6adilal, the name conures up images of ice cream laden bowls and a plethora of
new flavours. @tarting from one man show with a hand cranked machine in /)? as
a small retail outlet, the ice cream division now has a production capacity of
lacks litters6day at 2 sophisticated plants, located at :hmedabad, !undhra and
;areilly. These %@> /**) certified plants for !undhra and ;areilly are established
in such a way that they are in consonance with the market e5pansion strategies of
the division.
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Vadilal has one of the largest cold chain networks in %ndia, comprising of uait$
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:t Vadilal, commitment to Guality is an :ttitude. Vadilal %ce
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Operationa Reuire"ent#
?. : place at a prominent location with at least I frontage and at least +** sq.
ft. area reserved for ice creams only.
E. $inimum two display dispensers- one storage deep freezer unit and one
soda fountain freezer unit as equipment are required.
1. !roper space for sitting or standing for serving ice creams.
/. %nside parlour walls should be clean and may have product display to
enhance the general mood and give feeling of e5citement.
*.Translite of products with their prices and attractive photograph should be
displayed properly to create the right ambience in the parlour.
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=AOR PLAER& AN+ 6A+ILALD& CO=PETITOR&
Amul Ice Crem
:$B7 means O:$B7L:P in @anskrit, which means priceless.’
:$B7 products have been in use in millions of homes in since /+?. :mul
;utter, :mul $ilk !owder, :mul "hee, :mul @pray, :mul f the marketing savoy of a farmer’s organization and also
of a proven model of #airy #evelopment.
:mul %ce
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%n //E, :mul ice creams entered $umbai followed by A 8:T
#iabetic #elight F !ro7ife !robiotic Aellness %ce
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8or any new player to enter this market, three things are criticalK
• #ecentralized manufacturing facilities
• 9fficient cold chain
• "rowing market
:mul %ce
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The @tamina
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8rozen #esserts are generally made from vegetable oils 6 fats
%n frozen desserts milk fat is replaced with vegetable oil, hence they are unable to
give the smooth taste and flavour which only an ice cream can give.
The base of the frozen dessert can be any sort of vegetable oil which is quite
ine5pensive.
:mul, the market leader in ice-creams has launched a new product - @tamina
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drink @tamina based on milk nutrients. The @tamina candy is an e5tension of the
concept.
%t is targeted at all segments of the society, especially health conscious young
people who consider e5ercise and sports as an essential part of their routine.
The product has been introduced keeping in mind the entire range based on the
platform of taste, health and natural products. The :mul @tamina
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The human large intestine is an active site of micro organism known as gut micro
flora. %n a healthy person it’s a balance of a number of beneficial a bacteria. The
gut micro flora actively play a role in health maintenance by modulation of
immune system, protection from pathogens and virus invasion through
gastrointestinal tract. They also aid in food digestion. : part from these beneficial
bacteria also synthesize some vitamins in gut. >ur food habit, living habit,
medication to cure disease, stress F strain, age etc can cause the disturbance in
balance of gut micro flora. The disturbed gut micro flora can create a chance for
pathogens and viral invasion.
:mul probiotic wellness ice cream has been made to confer the health benefit of
these people who are very much health conscious.
Aho does !robiotic ice cream suit best-9veryone who desires to live healthy life-
!robiotic ice cream is enriched with live beneficial cultures to help your overall
well being and health.
:mul !robiotic wellness ice creamK
• %mproves immunity
• %mproves digestion
• !revent gut infection
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• $anages traveler’s diarrhea
:vailable in so many flavours packed in international packingsK
:mul !robiotic wellness ice cream is available in K )ml6**mlJ**ml free and
.) litrs in flavours K Vanilla with chocolate sauce6 @tarwberry6 chocolate6shahi
:nir and fresh litchi price ranging from (s.)ml0 to *.)litrs0.
A"u Proife &ugar Free Pro,iotic ene## froen de##ert
%ndia’s 8irst low fat low calorie #elight
@everal generations of %ndian consumers have grown up eating ice creams, which
traditionally is a combination of full cream milk, lot of sugar and nuts.. =ow with
the changing trends, life style and climatic conditions people are becoming more
and more health conscious. Ceeping in mind the need of these calorie conscious
people, :mul is introducing first time in %ndia-:mul prolife sugar free probiotic
wellness frozen dessert.
8or an obesity person, it is always advisable to curb down their calorie intake,
because, high calorie intake causes the genesis of fat in body which gets stored in
adipose tissues. 9ven though when no fat is consumed, e5cess digestible sugar in
your diet can make you fatty. Too much sugar intake increases your vitamin ;
requirement and can make you Vitamin ; deficient. 8or, managing low calorie
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diet, %t is suggested to consume digestible sugar free and low fat diet which is rich
in dietary fibre, protein and other nutrients.
:mul !rolife sugar free !robiotic wellness dessert K low fat low calorie
:mul !rolife sugar free !robiotic wellness dessert has been made by reduced fat
content and sugar replaced with combination of low calorie sweetner8ructo-oligo
saccharide and sucralose0.These sweetners has very low glycemic inde5 because
they sparingly gets digested by digestive enzymes in stomach and small intestine.
Amul Prolife sugar free wellness frozen desserts has also been added with probiotic
cultures which imparts a gastrointestinal well being and health benefiting factor.
7ow 8atK :mul !rolife @ugar 8ree delight is containing *3 less fat than the
normal ice cream.
7ow
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sauce6@tarwberry6chocolate6shahi :nir and fresh litchi price ranging from
(s.1)ml0 to )*.)litrs0.
ALIT ALL&
Cwality AallIs, launched in //, is the companyIs master brand for ice cream.
Cwality AallIs has combined state-of-the art technical know-how of Bnilever - the
global leader in ice cream - with a deep insight of the %ndian market, to deliver a
range of superior quality products under its international brands.
Cey launches include
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#uring //? it sold its brand to ;rooke ;ond and started supplying %ce
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=OT/ER +AIR
$other #airy is the most prevalent brand in ;areilly market. $other #airy has
uncountable number of booths situated in every nook and corner in ;areilly and
"urgaon. %t has also taped all maor retail outlets in these markets and has not even
spared the option for pushcarts. $other #airy has positioned itself as the ultimate
name in milk products. The company has a very well established distribution
system, offers deep freezers to retailers on low security basis and at the same time
offers good replacement policies.
$other #airy is a sister concern of A"u both being "
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growers associations. $other #airy also contributes to the cause of oilseeds
grower cooperatives that manufacture6 pack the #hara range of edible oils by
undertaking to nationally market all #hara products. %t is $other #airy’s constant
endeavor to
a0 9nsure that milk producers and farmers regularly and continually receive
market prices by offering quality milk, milk products and other food products to
consumers at competitive prices and4
b0 Bphold institutional structures that empower milk producers and farmers
through processes that are equitable.
:t $other #airy, processing of milk is controlled by process automation whereby
state-of-the-art microprocessor technology is adopted to integrate and completely
automate all functions of the milk processing areas to ensure high product quality6
reliability and safety. $other #airy is an %@6 %@>-/**), %@-*** &:+** 9$@ certified organization. $oreover, its Guality :ssurance 7aboratory is
certified by =ational :ccreditation ;oard for Testing and
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milk daily and undertakes its marketing operations through around +,*** retail
outlets and 1+ e5clusive outlets of $other #airy.
The company’s derives significant competitive advantage from its unique
distribution network of bulk vending booths, retail outlets and mobile units.
$other #airy ice creams launched in the year // have shown continuous growth
over the years and today boasts of appro5imately ?)3 market share in ;areilly
and =
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products that include ;utter, #ahi, "hee, il, (efined @oybean >il, (efined @unflower >il,
(efined (ice ;ran >il, Cachi "hani $ustard >il and 8iltered "roundnut >il.
$other #airy has also launched e5tra virgin >live >il under the #aroliva brand.
$other #airy has over the last 2 decades, harnessed the power of farmer
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cooperatives to deliver a range of delicious products and bring a smile on your
face. %n times to come, $other #airy shall strive to remain one of %ndia’s finest
food companies.
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This question was asked to the respondent to know the purchasing pattern and the
consumption habit of the respondent. &ere the founded result was that 2/ percent
of respondent consume ice cream on the daily basis, 2+3of the people 2-+ in a
week,3 people consume once a week and )3 people consume ice cream
occasionally.
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2. Ahich type of promotions scheme attract you most to buy ice cream'
%0 ;uy one gets one free %%0
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+. Ahere do you usually buy ice cream'
%0 @upper market %%0 %ce cream parlour
%%%0 &awkers %V0
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. Aho makes the decision to purchase ice cream'
%0 Lou %%0 thers family members %V0 :ny others plz specify0 UUUUUUUUUUUUUUU
&ere on asking about the purchase decision of the person the result was as follows.
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+)3 people make decision themselves to purchase the ice cream, )3 people
purchase the ice cream on their children decisions,))3 people by others family
members, and 3 people on other’s decision
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?. #o you ask sellers for a particular brand of ice cream'
%0 Les %%0 =o
>n asking the respondent about that they ask retailers for a particular brand of ice
cream,?3 people says that they ask for a particular brand and ++3 people says
that they do not ask retailers for any particular brand.
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E. #o you prefer to buy sugar free ice cream'
%0 Les %%0 =o
>n asking about the preference to purchase the sugar free ice cream
>nly +)3 of the respondent says that they prefer to buy sugar free ice cream where
13 of the respondent prefer to buy suger added ice cream.
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1. :re you aware about Vadilal %ce cream'
%0 :ware about all of its ice cream %%0 :ware about some of its ice cream
%%%0 &ave heard the name of vadilal only %V0 =ot aware about it
>n asking about the Vadilal ice cream awareness, )3 people says that they are
aware about all of the product of Vadilal, 213 people says that they are aware
about the some of the product of the Vadilal, )3 people says that they are aware
that vadilal is an ice cream brand, and ?3 people are not aware about the Vadilal.
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/. Ahat is your perception towards Vadilal ice cream'
%0 95cellent %%0 Very good
%%%0 "ood %V0 @ome what good
&ere people perception towards Vadillal ice cream is as follow.
)3 of the respondent are in the favor that vadilal is e5cellent in ice cream
sector,)E3 peoples oerception is it very good, 2)3 people says it is good and only
)*3 people says that it some what good.
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*. Vadilal is going to open OhappinezzP a chain of ice cream parlour would you
like to visit it'
%0 Les %%0 =o
&ere Vadilal is going to open the ice cream parlour chain with the name of
&appinezz. >n asking about, you would like to visit it, E)3 of the respondent says
they want to visit it but )13 of the respondent are not want to visit it.
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Ahat factors do you take into consideration while purchasing ice cream'
!lease rank accordingly as being least preferred and being most preferred
%0 !rice
%%0 Guality of ice cream
%%%0
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main factor,13 people says that brand name is considered and only13 people
says that quantity is the main factor.
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2. (ank these brands according to your preference.
Ahere being the least preferred and being the most preferred
%0 Vadilal
%%0 $other dairy
%%%0 :mul
%V0 Cwality wall’s
v0
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&ere on asking about the most preferred brand, 13 people says that Vadilal is the
most preferred brand,)/3 people says mother #airy, 13 people says :mul )3
people says Cwality Aalls and +3 people says cream bell is most preferred brand
.
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+ATA INTERPRETION
Re#earch re#ut# fro" the retaier# ;re#pondent#< #ide-a graphica
repre#entation )ith nu"erica (aue#
. Ahich ;rand of %ce
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&ere now the survey is from taken the retailers to know the actual figure. >n
asking about the brand of ice cream they are selling currently +3 of the retailer
are selling the vadilal ice cream, ?3 of the retailer are selling Cwality walls ice
ceram, 3 of retailer are selling cream bell, +3 of retailer are selling
:mul,and2)3 of the retailer are selling all brand’s ice cream.
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). Aould you like to sell Vadilal %ce
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2. Ahich of the thing customers see most while purchasing ice cream'
%0 !rice %%0
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+. Ahy do you sell a particular ;rand'
%0 $argin %%0 services
%%%0 !ublic demand %V0 any other
&ere on asking about the reason that’s why they sell a particular brand of ice
cream, 2E3 retailer sell this product because of the good margin, 23 sells
because of better service, )*3sells because of public demand and 13 retailers sell
this product due to other reason.
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. Ahich flavour of %ce
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?. Ahat is your !erception towards Vadilal %ce
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E. #o you think %ce
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1. :re you aware of %ce
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/. Vadilal is going to open a chain of %ce
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*. (ank these ;rands of %ce
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. Ahich type of promotional scheme attracts you to buy %ce
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CONCL0&ION
• $ost of the people consume ice cream every day
• $ostly people prefer a cash discount scheme offered by the company
• $ostly people buy ice cream from hawkers, and their second option is
convenience store
• $ostly people make decision themselves to purchase ice cream followed by
children
• $ostly people asks retailer for a particular brand of ice cream
•
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• $ost of the general retailer sell all brands of ice cream
• $ost of the retailer want to sell Vadilal ice cream, here vadilal is giving the
highest margin on dealership of overall 2*-23
• :ccording to the retailers most of the customers are looking for price while
purchasing ice cream
• :ccording to the retailers most selling flavor is Vanilla but it is very close to
butterscotch and chocolate
• $ost of the retailers prefer to get cash discount as a scheme offered by the
company
• Trolley venders are very few for Vadialal, where they constitute ma5imum
sale.
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RECO==EN+ATION& AN+ &088E&TION&
• >nly few people are there who are completely aware about the Vadilal
ice cream, so here a complete and effective scheme for awareness for
two - three season is required.
• #ealers have a problem with the service, they said that the order is
not reach at the time F this is the maor problem with the dealer, so
company should make a strong chain of supply, if needed then
increase the number of distributorship
• %n the peak season there is a scarcity of some ice-cream flavours. @o,
at least the company will available all the flavours in the peak season.
• (egular visit of the e5ecutive in the market, and aware the !ros F
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&COPE FOR F0RT/ER RE&EARC/
:fter the completion of the research report i would like to give some scope
8or further research which are as followsK
• The study help a lot know about retailer interest F first
hand information regarding the retailer satisfaction.
• The study provides immense knowledge of ice cream
%ndustry.
• The company stands to gain useful info about the market
and its competitors.
• The study helps to know the consumers choice and his
purchase decision process.
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>0E&TIONNAIRE
GB9@T%>==:%(9
!9(@>=:7 #9T:%7@K-
=:$9KUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
:##(9@@KUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
=T:
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). Ahich company freezer do you have'
a0 Vadilal
b0 >thers
2. &ow many brands do you keep'
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
+. :ccording to you, which brand of ice-cream has ma5imum sales.'
Vadilal b0 :mul c0 Cwality Aall’s d0 $other #airy
. &ow many customers are looking for Vadilal ice-cream 30'
a0 -)* b0 )*-+* c0 +*-?* d0 ?*Fabove
?.Ahich brand of %ce-cream do you prefer to sell more'
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a0 Vadilal
b0 :mul
c0 CwalityAalls
d0 thers
E. Ahy do you prefer to sell more this particular brand'
a. 9asily available 0
c. Guality 8actor 0
b. $ore demand 0
d. $argin 0
1. :re you satisfied with the current margins and services on this brand'
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Les6=o
(eply 8or
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Li#t of Content#
• !reface
• :cknowledgement
• %ntroduction
•
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