distribution efficiency of kwality wall's in delhi ncr (complete project report)
TRANSCRIPT
Kwality Wall’s: Effectiveness of
Distribution of their Products,
Through Malls, Cinemas and Kiosks
A PROJECT REPORT BY
C23 Abhitanjay Chaudhary (A0102214093)
C41 Owais Ashraf (A0102214161)
C03 Jasleen Kaur (A0102214126)
C46 Smriti Sharma (A0102214190)
C08 Monil Baloda (A0102214122)
MBA (MARKEETING & SALES)
BATCH 2014-2016
UNDER THE GUIDANCE OF
Mr. Vandana Gupta
Asst. Professor
Amity Business School
Amity University
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DECLARATION
We, Abhitanjay Chaudhary, Owais Ashraf, Jasleen Kaur, Smriti Sharma,
and Monil Baloda, studets of MBA (Markeeting and Sales) Batch 2014-16,
declare that this report contains only work completed by five of us through
primary data collection techniques, except for the information obtained in a
legitimate way from literature or company sources which is properly marked as
reference, in accordance with the norms of Amity University on Plagiarism.
Abhitanjay Chaudhary Owais Ashraf
(A0102214093) (A0102214161)
Jasleen Kaur Smriti Sharma
(A0102214126) (A0102214190)
Monil Baloda
(A0102214122)
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Remarks by Faculty In-charge
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Table of Contents
I. Section 1 – INTRODUCTION AND PROJECT DESCRIPTION . 5
1. Project Objective …….………………………………………………....6
2. Nature of Project .…………………………………………………..…..6
3. Approach Adopted to Achieve Objective….…………………….…….6
4. Execution Time-Plan………………………………………………….…7
5. Brief Individual Contribution…………………………………………..8
6. Introduction to HUL brand “Kwality Wall’s…………………....….….9
7. Kwality Wall’s distribution network………………………….………11
8. Analysis of Questionnaire for Distributor…...………………………..13
9. Analysis of Customer Response to Questionnaire……………….........21
10. Application of Project and Future Improvement Scope……………..….30
11. Learning Outcomes and Group Understanding……………………..…30
12. Conclusion…………………………………...………..………………..31
II. Section 2 – APPENDICES 32
1. Sample Questionnaire for Distributors…………………………….…33
2. Distributor Information / Visiting Card………………………………35
3. Sample Questionnaire for Customers…………………………...……36
4. References…………………………………………………………….38
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Section – 1
INTRODUCTION & PROJECT OVERVIEW
This project covers an analysis of the study conducted by a team of five students of
Masters of Business Administration (MBA) conducted during a span of five weeks from
26 December 2014 to 31 January 2015.
The aim of this project is to analyze the distribution effectiveness of Kwality Wall’s
Products in National Capital Region through various formats as described in Project
Objective heading of this report.
For the conduction of this project, our team adopted an approach to divide our work into
two different perspectives. One perspective was of the distributor idea of effectiveness
and the other was the customer’s idea of distribution effectiveness of Kwality Wall’s
products. Details of the same have been elaborated under the heading “Approach adopted
to achieve objective”.
Team also conducted a study for Kwality Wall’s as a brand, through secondary data
collected from trusted sources and company’s literature. An introduction of the same has
been detailed under heading “Introduction to Kwality Wall’s”
The analysis of survey conducted through primary study has been detailed under heading
number 7, 8 and 9.
The applicative use and conclusion with future advice for the brand to further improve its
distribution effectiveness is also a part of this report, under heading number 10, 11 & 12.
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1. Project Objective
To study the distribution network of Hindustan Unilever Ltd ice-cream brand
“Kwality Walls” and find their product distribution effectiveness through shopping
malls, cinemas and Kiosks for the National Capital Region.
2. Nature of Project
Project includes conduction of primary study and analysis of collected data to
qualitatively comment on the distribution effectiveness of Kwality Wall’s products
through shopping malls, cinemas and kiosks. Project will also include study of secondary
data through trusted sources and company’s literature.
3. Approach Adopted to Achieve Objective
We divided our project into two different half and collected data from distributor’s outlet
and customer perspective.
While collecting data from distributor through questionnaire, our main focus was to
gather all information regarding satisfaction level of distributor with the brand and
collecting information about customer satisfaction as perceived by the distributor
himself.
On the other hand, while collecting data from customers through Questionnaire and
one-to-one discussion, our main focus was to gather information regarding the price,
promotion and product availability of Kwality walls products, as perceived by customer
himself.
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4. Executed Time-Plan
1. Learning about the company’s distribution through secondary data
Objective achieved during period:
December 26 – December 31
2. Drafting of Questionnaire for Customers and Distributor.
Objective achieved during period:
January 01 - January 04
3. Conducting Survey to collect Primary data
Objective achieved during period:
January 05 - January 15
4. Analysis and interpretation of collected Primary data
Objective achieved during period:
January 16 - January 24
5. Drafting and Finalizing Project Report
Objective achieved during period:
January 25 – January 31
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5. Brief Individual Contribution
Team Member: ABHITANJAY CHAUDHARY
Tasks Performed:
• Planning Project Process and implementation time-plan
• Site hunting for survey conduction
• Drafting report framework
• Member of Survey team for distributor
Team Member: OWAIS ASHRAF
Tasks Performed:
• Planning survey conduction and drafting questionnaires
• Analysis of collected primary data through survey
• Data interpretation
• Member of Survey team for distributor
Team Member: JASLEEN KAUR
Tasks Performed:
• Analyzing secondary data for project and discovering future scope
• Locating and conducting research at distributor
• Head for survey team at distributor.
Team Member: SMRITI SHARMA
Tasks Performed:
• Conducting data consolidation for customer survey
• Team member for customer survey
Team Member: MOLIN BALODA
Tasks Performed:
• Conducting data consolidation for customer survey
• Team member for customer survey
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6. Introduction to HUL brand “Kwality Wall’s”
Hindustan Unilever limited is India's largest FMCG Company that touches life of every 2
out of 3 Indians. It meets people every day needs for nutrition with hygiene and personal
care with brands that help people feel good, look good and get more out of life.
Unilever is the global leader in Ice Creams with a portfolio of powerful brands such as
Kwality Wall's
Magnum
Paddle Pop
Cornetto
Ben & Jerry's
Kwality Wall's is India's leading player in the Ice Cream Category.
It has two Parlour concepts in India, as follows:
1. SWIRL'S - Swirl's Parlours attempt to capture the 'on the move' consumer
trends and are located at high footfall areas such as malls and shopping centers
and are classified under the impulse range of products.
As per Unilever Global Company literature, following are the basic requirements
for a SWIRL’s Parlour:
Area required - For Kiosk - 8ft X 8ft.
For Exclusive shop - min of 12 ft frontage and size of 100sft carpet Area
Investment by franchisee- Rs.6 Lacs onwards
Exclusive shop Investment by franchisee - Rs.7 Lacs onwards
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2. Kwality Wall's Parlours - There are over
300 Kwality Wall's Parlours in India which
capture consumers with their delightful range
of ice cream flavours and sundae. These
Parlours attempt to capture 'on the move' and
'out and about' consumer trends and hence are
either exclusive Parlours in colony/ residential markets or kiosks at multiplexes,
mass malls, etc.
As per HUL Company literature, following are the basic requirements for a
Kwality Wall’s Parlour:
Area Required - For Kiosk/ SIS - at least 8ft by 6ft
For Exclusive shop - 150sft carpet with at least 10ft frontage.
Investment by franchisee - For Kiosk - Rs.2 to 2.5 Lacs
For Exclusive Shop - Rs.2.5 to 3.5 Lacs
HUL also provides following franchise Supports for Kwality Wall’s Parlour:
Branch design & development support
Marketing & advertising support
Extensive business support
Promotional support
Benefits to Franchisee:
Leverage a well-established & reputed brand name
Excellent returns on investment
Detailed operating manual is available at Franchise
Benefit from renewable franchise term for 3 years
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7. Kwality Wall’s Distribution Network
Being a Hindustan Unilever Ltd. brand, the ice-creams of Kwality Walls are
manufactured in HUL facility in MIDC Industrial Estate Malegaon Sinnar, Nashik.
From their facility, stock is delivered to whole sellers or Distributors present all over
India.
As from the Survey conducted, it was found that Kwality Walls Products are majorly
distributed by “JANTA DAIRY FARM DISTRIBUTOR” located in Vijay Nagar,
Ghaziabad. On order, this distributor directly supplies products to all 42 Swirl
franchisee parlors in NCR, Major Tricycle vendor across the region which accounts to
approximate 10,000 tricycles in NCR and other small distributors who then supply to
local grocery stores.
Distribution in Shopping Malls
Kwality Wall’s distributes its products in malls
and through their “Swirl” Parlors that aim to
provide concept mixtures of ice-cream treats and
do not sell packed Kwality Wall’s Products.
As per the company’s literature [Reference.1]
“Swirl's is a concept of frozen dessert parlours from Kwality Wall's, that
provides fresh, fun and an unique 'made-for-me' consumer experience. It
is for those on the move, who want to enjoy themselves and wish to
indulge. They are young-hearted temptation succumbers who are willing
to pay a little extra for that special experience, that special moment.”
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Kwality Wall’s opened its first Swirl store in 1994 in Netherlands, from where it has
now spread across all over the globe. There are over 2000 Heartbrand stores across
the globe. In India, Swirl's has been operational since 2004 with the opening of its 1st
outlet in NCR region, and thus began its journey of delighting consumers in India.
Swirl's parlors with its great consumer experience, strategic locations and viable
business model had made it a unique and profitable venture for its franchisees.
The tagline of the Swirl's parlor is "Create your own Happiness". Swirl's offers a
wholesome experience that is satisfying and enjoyable in more ways than one.
Distribution through Tricycle Vendors
Kwality Wall’s clevarly distributes its
products through tri-cycle vendors. Any
person can make an initial investment for
running business for tricycle vending after
which based on companies will, HUL
provides standard Kwality Wall’s
refrigerated tricycles which can be taken up
anywhere in a limited trade area for sales of
packed ice-creams.
Company always had a benefit for having theit own tricycle vendors as they are
company’s principle distributors even from before the time of inception of Swirl
parlors in India.
These tricycles can reach anywhere from urban crowded markets to a village fair and
require a person who rides the tricycle and also makes the sales.
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8. Analysis of Questionnaire for Distributors
We collected information from a number of Kwality Wall’s ice-cream parlors through
questionnaires.
Here is the summary and interpretation of information thus gathered;
Q1. Choose the most appropriate reason for selling Kwality Wall’s products.
1. Margin
2. Promotional Schemes
3. Demand
4. Dealer relationship
5. Credit Policy
6. Other Reasons
0
0.5
1
1.5
2
Margin demand credit policy
Interpretation: 2 out of our 4 respondents choose to sell Kwality Wall’s products because thet
feel that the product has a profitable demand in the market as compared to the competitive
brands.
Q2: Please rate Kwality Wall’s distribution network
1. Excellent
2. Good
3. Average
4. Fair
5. Not satisfactory
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0
0.5
1
1.5
2
Excellent good average fair not
satisfactory
Interpretation: 2 of our respondents find the distribution network of the company as good
while the other too believe it to be excellent and average.
Q3: How many Kwality wall’s Tricycle vendors are there in NCR
0
0.5
1
1.5
2
2.5
3
5000-8000 8000-10000 10000 and more
Interpretation: as per the information gathered, there are somewhere between 8000-10000
tricycle ice-cream vendors in NCR which could mean that that most of the products are sold
through these vendors.
Q4: Do you provide discount on bulk orders?
1. Yes
2. No
3. Sometimes
0
0.5
1
1.5
2
2.5
3
3.5
4
Yes No Sometimes
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Interpretation: the vendors we collected information denied providing discount on bulk orders
because of company policies
.
Q5: How many distribution shops are there in NCR?
According to the gathered information, there are 42, Kwality Wall’s Ice-Cream Outlets in
NCR
Q6: Would you agree that all your orders are delivered in time?
1. Yes
2. No
3. Sometimes
0
0.5
1
1.5
2
Yes No Sometimes
Interpretation: 50% of the respondents agreed to the timely delivery of Kwality Wall’s
products while the other 2 respondents were not sure about it.
Q7: How many customers in a day do you normally cater to?
1. 20-30
2. 30-40
3. 40-50
4. Specify others
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0
0.5
1
1.5
2
2.5
3
20-30 30-40 40-50 specify
Interpretation: from the gathered information, the number of customers that visit Kwality
Wall’s outlet a day is very less, ranging from 20-40. The reason for this may be the large
number of tricycle vendors in the area
Q8: Choose the most appropriate basis of customer dealing?
1. Retail bases
2. Bulk basis
3. Both
0
0.5
1
1.5
2
2.5
3
3.5
4
Retail Bulk Both
Interpretation: outlets sell both on retail basis and on bulk basis.
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Q9: Do you ever fall short of products mentioned in your menu?
1. Yes
2. No
3. Sometimes
0
0.5
1
1.5
2
Yes No Sometimes
Interpretation: Mixed response here as well. Two of the vendors said that they never fall
short of products mentioned in their menu while the other two agreed to having short
supplies at times.
Q10: Do you put up stalls at fairs and malls?
1. Yes
2. No
0
1
2
3
4
Yes No
Interpretation: Company policy does not allow Kwality Wall’s outlets to set up stalls at fairs
and malls.
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Q11: Does the company support you in promotion activities?
1. Yes
2. No
0
1
2
3
4
yes no
Interpretation: the company provides little or no support in promotion activities of the outlets.
Q12: Does your demand increase during holidays?
1. Yes
2. No
3. Can’t say
0
0.5
1
1.5
2
2.5
3
3.5
4
Yes No Can't say
Interpretation: as evident from the chart, the demand shows an upward trend on weekends
and holidays.
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Q13: How much time does it take for the delivery of Kwality Wall’s products after ordering?
1. 6-12 Hours
2. 1 to 2 Days
3. 2 to 7 Days
4. More than7 Days
0
0.5
1
1.5
2
2.5
3
6-12 hours 1-2 days 2-67 days specify
Interpretation: the gestation period for most of the outlets for receiving supplies is between 6-
12 hours, some outlets however depending on their geographic characteristics take a few dais
as well.
Q14: How would you rate the credit policy of the company?
1. Good
2. Average
3. Poor
0
0.5
1
1.5
2
2.5
3
good average poor
Interpretation: the respondents rated the credit policy of the company as GOOD while one of
the respondents rated it as average.
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Q15: How do you rate the Representative behavior with retailers?
1. Highly Satisfied
2. Satisfied
3. Neutral
4. Dissatisfied
5. Highly Dissatisfied
0
0.5
1
1.5
2
2.5
3
Highly
satisfied
satisfied neutral dissatisfied Highly
dissatisfied
Interpretation: the retailers are mostly satisfied with the behavior of the company
representatives.
Q16: Do you get timely information about the promotion schemes of the Company?
1. Yes
2. No
3. Sometimes
0
0.5
1
1.5
2
2.5
3
Yes No Sometimes
Interpretation: 3 of the respondents agree that promotion schemes of the company are
communicated to them in time while one of the respondents said otherwise.
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Q17: How would you rate the schemes of the company?
1. Good
2. Average
3. Poor
0
0.5
1
1.5
2
2.5
3
Good Average Poor
Interpretation: as per the retailers the company provides good schemes on its products to the
customers.
9. Analysis of Customers Responses to
Questionnaire
To better understand the distribution efficiency of Kwality Wall’s, we also conducted a
consumer study through questionnaires. The study was conducted on 30 respondents
and the following information was extracted;
Q1. What is your favorite ice-cream brand?
Kwality Wall’s Vadilal Mother Dairy Cream Bell Other
9 3 7 7 2
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0
1
2
3
4
5
6
7
8
9
Kwality
Wall's
vadilal Mother
Dairy
|Cream Bell Others
Interpretation: 20% of the respondents have Kwality Wall’s as their favorite ice-cream brand.
Other major brands that the respondents prefer are mother dairy and cream bell.
Q2. How do you prefer your ice-cream?
Cone Stick Tub Others
13 10 6 1
0
2
4
6
8
10
12
14
cone stick tub others
Interpretation: 44% of the respondents prefer coned ice-creams while 34% of them prefer
their ice-cream on a stick. The reason for this behavior may be the price factor and
convenience.
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Q3. What would you do if your favorite ice-cream brand were not available?
Choose another brand Look for other ice-cream
parlor/vendor
Choose not to buy
14 11 5
0
2
4
6
8
10
12
14
choose another
brand
look for other
icecream parlors
choose not to
buy
Interpretation: In case of their favorite ice-cream brand not being available, 47% of the
respondents chose another brand which indicates that their loyalty towards their favorite
brand is minimal. 37 percent of the respondents would like for other ice-cream parlors that
have their favorite brand available. Only 15% choose not to buy.
Q4. Would you prefer an ice-cream brand just because it prices less than the other brands?
Yes No Maybe
5 21 4
0
5
10
15
20
25
yes no maybe
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Interpretation: to most of the consumer, for an ice-cream quality is much more important than
the price. Only a few would consider price over quality and make their decision.
Q5: Are Kwality Wall’s Ice-creams easily available in you locality?
Yes No Sometimes
15 5 10
0
2
4
6
8
10
12
14
16
yes no sometimes
Interpretation: for 50% of the respondents Kwality Wall’s ice-cream is easily available in
their locality which is not a good sign of Company’s distribution channel’s health.
Q6. How would you rate Kwality Wall’s products in terms of their price?
Very expensive Expensive Fairly priced Cheap Very cheap
1 3 21 4 1
0
5
10
15
20
25
Very
expensive
expensive fairly priced cheap very cheap
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Interpretation: 70% of the respondents believe that Kwality Wall’s Ice-creams are fairly
priced and some even believe that they are underpriced.
Q7. From where do you often buy your Kwality Wall’s Ice-cream?
Bicycle
vendor
Kiosks Ice-cream
parlor
Mall Cinema Others
14 9 5 1 0 1
0
2
4
6
8
10
12
14
Bicycle
vendor
Kiosks ice-creal
parlors
malls cinemas others
Interpretation: 47% of the respondents purchase their Ice-cream from the tricycle
vendors. The reason might be the large number of tricycle vendors operating in NCR and
little number of ice-cream parlors in the same.
.
Q8. How would you rate your experience while buying a Kwality Wall’s ice-cream from
a Shopping mall?
Excellent Good Average Poor Worst
2 17 9 2 0
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0
2
4
6
8
10
12
14
16
18
excellent good average poor worst
Interpretation: Purchasing Kwality Wall’s ice-cream from malls is a good experience
for56% of respondents and for 30% of the respondents its an average experience.
Q9. How would you rate your experience while buying a Kwality Wall’s ice-cream from
a bicycle vendor?
Excellent Good Average Poor Worst
2 16 11 1 0
0
2
4
6
8
10
12
14
16
excellent good average poor worst
Interpretation: buying their ice-cream from a tricycle vender,54% of the respondents
have a good experience while 36% of the respondents stayed with average.
Q10. How would you rate your experience while buying a Kwality Wall’s ice-cream
inside a cinema hall?
Excellent Good Average Poor Worst
0 15 11 4 0
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0
2
4
6
8
10
12
14
16
excellent good average poor worst
Interpretation: 50% of the respondents agree to have had a good experience while
purchasing Kwality Wall’s ice-cream from inside cinemas while 36% of the respondents
rated it as average.
Q11. Do you remember watching any Kwality Wall’s TV commercial in the past 3
weeks?
Yes No Can’t say Never Saw Any
2 14 9 5
0
2
4
6
8
10
12
14
Yes No Ca't Say Never saw
any
Interpretation: 46% of the respondents did not remember seeing a Kwality Wall’s
commercial on television in the past three weeks, whereas the other 46% abstained from
answering or had never seen any such ad.
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Q12. Do you remember watching any Kwality Wall’s Newspaper Advertisement in past
3 weeks?
Yes No Can’t say Never Saw Any
2 14 7 7
0
2
4
6
8
10
12
14
Yes No Ca't Say Never saw
any
Interpretation: 46% of the respondents did not remember seeing a Kwality Wall’s
commercial in a newspaper in the past three weeks, whereas the other 46% abstained
from answering or had never seen any such ad. Only 6% of the respondents remember
seeing any such ad.
Q13. Do you remember listening to a Kwality Wall’s commercial over the radio in the
past 3 weeks?
Yes No Can’t say Never Saw Any
3 9 8 10
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0
1
2
3
4
5
6
7
8
9
10
Yes No Ca't Say Never saw any
Interpretation: 30% of the respondents did not remember seeing a Kwality Wall’s
commercial over the radio in the past three weeks, whereas the other 60% abstained from
answering or had never seen any such ad. Only 10% of the respondents remember seeing
any such ad.
Q14. Do you ever get a discount on purchasing any Kwality Wall’s ice-cream?
Yes No
0 30
0
5
10
15
20
25
30
Yes No
Interpretation: none of the respondents ever received any kind of discount on purchase of
a Kwality Wall’s ice-cream.
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10. Applications of the Project and Future
Improvement Scope
This project highlighted the distribution process and all intermediaries involved in
distribution of Kwality Wall’s products from the producer to the end consumer. An
applied study of this distribution system helped us in understanding the Strengths and
weaknesses of distribution system been adopted by the company.
During our distributor interview we found that there are many instances when a
distributor faces shortage of supplies due to seasonal demands, whereas on the other
side, each distributor and parlor is equipped with a laptop, GPRS enabled card
machine and each bill is assigned an order number.
We suggest that the company should adopt a process where a record of each retail sale
should uploaded by the POS to a central serves of Kwality Wall’s, from where, data
should be analyzed using big data algorithms, and a trend of sales at each trade area
should be found, taking season, holidays other major yearly events as based variables
for the study.
Such an analysis will help company to produce and deliver required product quantity
at right time and at right place and the process will help overcome shortage of
supplies at POS.
11. Learning Outcome & Group Understanding
It has been a valuable experience for the group working on this project. We got an
insight into how one of the most popular Ice-Cream companies operates and gets its
mouthwatering products to its customers. We got to interact with the owners of
Kwality Wall’s outlets which helped us understand how they work in line with the
company’s policies and try to provide satisfactory services to their customers.
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We also conducted a consumer study to identify how the consumers perceive the
company to be and how satisfied they are from its products and services. We tried to
figure out areas where in the company needs to improve to uplift its image in the
minds of the customers.
All the members of the team worked with each other to achieve the targets of the
project helping us understand the traits of a team player.
Taking into consideration the time available and our budget, we have tried to do
justice to this project and portray an unbiased picture of our topic.
12. Conclusion
Through our study we identified a number of aspects where we feel that the company
needs to look into so as to improve its product and service delivery and thereby
increasing customer satisfaction.
The data collected through the retailer questionnaire provides some not so good
information about the customer footfall at Kwality Wall’s outlets. There can be a
number of reasons for this shortfall i.e. large number of tricycle vendors in the area,
poor geographical location of the outlets, etc.
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Section - 2
REFERENCE AND APPENDICES
APPENDIX A: Questionnaire for Distribution
APPENDIX B: Distributor Information
APPENDIX C: Questionnaire for Customers
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APPENDIX - A
Questionnaire for Distributor
(Sample)
Q1. Choose the most appropriate reason for selling Kwality Wall’s products.
1. Margin
2. Promotional Schemes
3. Demand
4. Dealer relationship
5. Credit Policy
6. Other Reasons
Q2: Please rate Kwality Wall’s distribution network
1. Excellent
2. Good
3. Average
4. Fair
5. Not satisfactory
Q3: How many Kwality wall’s Tricycle vendors are there in NCR, _______________
Q4: Do you provide discount on bulk orders?
1. Yes
2. No
3. Sometimes
Q5: How many distribution shops are there in NCR? ___________________
Q6: Would you agree that all your orders are delivered in time?
1. Yes
2. No
3. Sometimes
Q7: How many customers in a day do you normally cater to?
1. 20-30
2. 30-40
3. 40-50
4. Specify others
Q8: Choose the most appropriate basis of customer dealing?
1. Retail bases
2. Bulk basis
3. Both
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Q9: Do you ever fall short of products mentioned in your menu?
1. Yes
2. No
3. Sometimes
Q10: Do you put up stalls at fairs and malls?
1. Yes
2. No
Q11: Does the company support you in promotion activities?
1. Yes
2. No
Q12: Does your demand increase during holidays?
1. Yes
2. No
3. Can’t say
Q13: How much time does it take for the delivery of Kwality Wall’s products after ordering?
1. 6-12 Hours
2. 1 to 2 Days
3. 2 to 7 Days
4. More than7 Days
Q14: How would you rate the credit policy of the company?
1. Good
2. Average
3. Poor
Q15: How do you rate the Representative behavior with retailers?
1. Highly Satisfied
2. Satisfied
3. Neutral
4. Dissatisfied
5. Highly Dissatisfied
Q16: Do you get timely information about the promotion schemes of the Company?
1. Yes
2. No
3. Sometimes
Q17: How would you rate the schemes of the company?
1. Good
2. Average
3. Poor
Name _________________________________
Contact ________________________________
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APPENDIX - B
Distributor Information / Visiting Card
Contact Person: Mr. Gopal (099120993182)
(Scanned Copy of Visiting Card)
*Please note: Other three retail parlors were not comfortable with
disclosing their contact information because of fear of being
reprimanded by their employer/ franchisee owner.
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APPENDIX - C
Questionnaire for Costumers
(Sample)
Q1. What is your favourite ice-cream brand?
7. Kwality Wall’s 2. Vadilal 3. Mother Dairy 4. Cream Bell 5. Other,
___________
Q2. How do you prefer your ice-cream?
1. Cone 2. Stick 3. Tub 4. Others, _______________
Q3. What would you do if your favourite ice-cream brand were not available?
1. Choose another brand 2. Look for other ice-cream parlour 3. Choose not to buy
Q4. Would you prefer an ice-cream brand just because it prices less than the other brands?
1. Yes 2. No 3. Maybe
Q5. Are Kwality Wall’s Ice-creams easily available in you locality?
1. Yes 2. No 3. Sometimes
Q6. How would you rate Kwality Wall’s products in terms of their price?
1. Very expensive 2. Expensive 3. Fairly priced 4. Cheap 5. Very cheap
Q7. From where do you often buy your Kwality Wall’s Ice-cream?
1. Bicycle vendor 2. Ice-cream parlour 3. Mall 4. Cinema 5.Others, __________
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Q8. How would you rate your experience while buying a Kwality Wall’s ice-cream from a
Shopping mall?
2. Excellent 2. Good 3. Average 4. Poor 5. Worst
Q9. How would you rate your experience while buying a Kwality Wall’s ice-cream from a bicycle
vendor?
1. Excellent 2. Good 3. Average 4. Poor 5. Worst
Q10. How would you rate your experience while buying a Kwality Wall’s ice-cream inside a
cinema hall?:
1. Excellent 2. Good 3. Average 4. Poor 5. Worst
Q11. Do you remember watching any Kwality Wall’s TV commercial in the past 3 weeks?
1. Yes 2. No 3. Can’t say 4. Never Saw Any
Q12. Do you remember watching any Kwality Wall’s Newspaper Advertisement in past 3 weeks?
1. Yes 2. No 3.Can’t say 4. Never Saw Any
Q13. Do you remember listening to a Kwality Wall’s commercial over the radio in the past 3
weeks?
1. Yes 2. No 3. Can’t say 4. Never heard any
Q14. Do you ever get a discount on purchasing any Kwality Wall’s ice-cream?
1. Yes 2. No
Name ____________________________________
Occupation _______________________________
Contact __________________________________
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REFRENCES
1. The official website of Kwality Walls India:
http://www.kwalitywalls.in/
2. The official website of HUL:
http://www.hul.co.in/brands-in-action/detail/Kwality-Wall-s/294251/
3. The official website of Franchise India Holding Ltd:
http://www.franchiseindia.com/business-opportunities/ice-cream-and-yogurt-
parlours/kwality-walls/