Aditya Sip Final Aftr Correct Without Data.docx

SUMMER INTERNSHIP PROJECT REPORT ON “ANALYSIS & DEVELOPMENT OF RETAIL MARKET FOR PASTONJI ICE-CREM, IN NAVIMUMBAI”

Masters in Management Studies Semester III (2018-19) Submitted by: ADITYA .L. MHATRE Specialization-Marketing Roll No.:-67

UNIVERSITY OF MUMBAI NCRD’s Sterling Institute of Management Studies, Plot No 93/93A, Sector 19, Near Seawoods Darave Railway Station, Nerul (E), Navi Mumbai-400706

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UNIVERSITY OF MUMBAI NCRD’s Sterling Institute of Management Studies, Plot No 93/93A, Sector 19, Near Seawoods Darave Railway Station, Nerul (E), Navi Mumbai-400706 CERTIFICATE

This is to certify that Mr.Aditya Mhatre Roll no. 67 of Masters in Management Studies Semester III (2018-19) has successfully completed the project on

“ANALYSIS & DEVELOPMENT OF RETAIL MARKET FOR PASTONJI ICE-CREM, IN NAVIMUMBAI” under the guidance of Prof.Pradnya Girhe.

tTTTTT TT (Prof.Iftiquar Mistry)

(Dr. Prashant Gundawar)

Course Coordinator

Principal

(Prof.Pradnya Girhe ) Project Guide / Internal Examiner

External Examiner

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PREFACE

The MMS programme is well structured and integrated course of business studies. The main objective of practical training at MMS level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MMS programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MMS and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual’s carrier activities and it is true that “Experience is best teacher”.

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ACKNOWLEDGEMENT I would like to thank our Director Dr Prashant Gundwar sir as well as Course Coordinator Prof.Iftiquar Mistry and my project guide Prof.Pradnya Girhe The internship opportunity I had with “KINGS ICE CREAM LTD.” was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period. I express my deepest thanks to Mr. Yogesh Nirmal, Sales & Marketing department of NaviMumbai City. For taking part in useful decision & giving necessary advices and guidance and arranged all facilities to make life easier. I choose this moment to acknowledge his contribution gratefully. It is my radiant sentiment to place on record my best regards, deepest sense of gratitude toward the Mr. Tariq Zama, Area Sales Manager of Mumbai city for their careful and precious guidance which were extremely valuable for my study both theoretically and practically. I perceive as this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives.

Sincerely, Aditya Mhatre Place: Date:

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DECLARATION I, ADITYA MHATRE, A certified student of NCRD’S Sterling Institute of Management Studies currently pursuing Master of Management studies with specialization in Marketing, hereby I declare that the project report on “ANALYSIS & DEVELOPMENT OF RETAIL MARKET FOR PASTONJI ICE-CREM IN NAVIMUMBAI” is done without any Errors and written without any blunders to my fullest knowledge. All the care has been taken to ensure that the project report meets the necessary standards.

Date: ________________

_______________________ (Signature of Student) (ADITYA MHATRE) ( ROLL NO -67)

Place: ________________

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INDEX Sr. No.

Description

1.

Executive Summary

2.

Industry Profile

3.

About

4.

Products Information

5.

Objectives and Scope of study

6.

Research Methodology

7.

Market Data

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Market survey

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Data Analysis and Interpretation

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Findings, Limitation and Conclusion

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Annexure

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1.EXECUTIVE SUMMARY

The project title entitle “ANALYSIS & DEVELOPMENT OF RETAIL MARKET FOR PASTONJI ICE-CREM, IN NAVIMUMBAI” The project report draws a significant information about the Pastonji market analysis. The customers perception for the Pastonji products & problems faced by the retailers. . It gives the information about what are the causes behind the market growth of Pastonji Ice-cream product. After understanding and taking surveys we ensure that there is the effective areas which are responsible for market growth of Pastonji ice-cream products. The information regarding the activities of competitor’s existing in the market so that we can plan our each activity according to that..Also it is necessary to retain the existing customers apart from attracting the new customers. The project included as part of MMS Program and the project is done during the month of May and June. In this we understand market the size of the market and what is the supporting environment for that also the limitation. We find out the entire Pastonji product sale in Navi-mumbai area by sampling area in different locations within this location we select low sale area for our retailing strategies.These strategies were suggested after a research on the different Pastonji ice cream products. After the planning the strategy it’s time to implement that and see the difference between before the activity and after the activity and this is the way we reach our study.

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1.1 TITLE “ANALYSIS & DEVELOPMENT OF RETAIL MARKET FOR PASTONJI

ICE-CREAM IN NAVIMUMBAI”

1.2 ORGANISATION “Kings ice cream ltd Mumbai, Maharashtra”.

1.3 MOTTO Our mission is to provide excellent customer service by giving innovative and safe quality of products at reasonable prices.

1.4 VISION Our vision is to be recognized as a sustainable and reputed brand to the masses, in dairy and beverage industry.

1.5 Objective The Primary objective of study was to find size of retail network of Pastonji Ice-cream product in specific areas of Navi-Mumbai Region. In the study my intention was go through the retail network of Pastonji ice-cream to know retailers view about supply chain of Pastonji ice-cream, to know the complaints of Pastonji dairy product and to find the suggestion from retailers for more penetration of Pastonji ice-cream in Navi-mumbai region.

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2. INDUSTRY PROFILE

2.1 INTRODUCTION The Ice-cream industries companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital role because purchasing power is depend upon availability of that product, in case distributors and retailers service matter a lot. Retailing includes all the activity in selling goods or service directly to the customers or personal non-business use. A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing. Retailers are the part of Ice-cream marketing channels and perform the work of moving goods from producers to the customers. It overcomes the time, place and possession gap that separates goods and service from those who needs or wants them. Retailers as member of marketing channel perform a number of key functions. Some functions (physical, title, promotion) constitute a forward flow of activity from the company to the customers; other functions (ordering and payment) constitute a backward flow from customers to the company. Still others (information, negotiation, finance and risk taking) in both directions. The project delves into the workings from the distribution aspect of an FMCG organization, in detail. Pastonji Ice-cream, being an FMCG company, attaches a lot of significance to the distribution aspect of its business. The distribution channel of kings ice-cream holds a lot of potential in affecting the demand or sales of Pastonji products through delivery on time, delivery of variety of products, the retailer- friendliness of the policies being set by the distributors and equitable distribution of products to all the retail outlets in a particular region. So, In order to plan retail coverage we map out the positions of Pastonji outlets, pastonji parlours, and competitor’s outlets. This project was carried out in Navi-mumbai city. For analysing and presenting information that is tied to geographical location, we divided the city in different areas. By analysing geographical representation and sales data with spatial distribution Pastonji outlets, competitor’s outlets and the density of others in an area.

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2.2 Ice Cream Industry in india

Ice-cream/frozen desserts category has witnessed substantial evolution in the recent past. Up to a decade ago, the category was largely limited to ice-creams with traditional flavors, e.g. vanilla, chocolate and strawberry, along with some other variants like kesar pista, mango, elaichi, traditional kulfi, etc. During the past decade, the category has grown, with an array of innovations in ice-creams now the main subcategory and new subcategories like frozen yoghurt coming up. The ice-cream market has been through an evolution wherein the category has grown in shape and form right from consumer perception to the products and services being offered. Ice-cream, which was considered an indulgent category in the past, has now evolved to a stage where it is largely and happily perceived as a snacking option by consumers. This change in perception has come about thanks to increasing disposable incomes and greater discretionary spending. Also, the growing reach of the media has allowed operators in this category to expand their range and recall value. The change in the perception of consumers has allowed the category to grow in volume. Ice-cream, as a category, has been growing at a healthy CAGR of ~10-15%. The category’s growth has provided impetus to international and regional players who are foraying into the industry. National operators like Amul and Mother Dairy, along with international players like Unilever, Cream Bell, Moven pick, etc. occupy the center stage circled by many regional operators. Amul is the market leader in the ice-cream category making up an almost one-third of the market, followed by Hindustan Unilever and Mother Dairy. The growing consumer base, product acceptability, and stiffening competition has pushed operators to strive for competitive advantages through innovations with respect to product offerings and delivery of service.

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Brands adoption of innovation as the mantra with which to allure their consumers, via offering better and unique taste variants is matched by the rising aspirations of consumers and their will to pay a premium. Baskin Robbins serves more than 25 flavour’s in their exclusive stores, e.g. Rum Punch, Mississippi Mud, Banana Caramel, etc.Nestlé’s Move pick offers tropical fruit sorbets and sorbet-and-ice-cream combinations while Amul has a wide range of mid-market and premium products and has recently introduced the super-premium Crème Rich. Vadilal has the largest range of ice creams in the country with 150 plus flavour’s, sold in a variety of more than 300 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. The Gujarat-based brand Havmor features such flavour’s as caramel biscotti, fresh mango, pink currant, pistoria, Tiranga ice candy and a truffle bar, in turbo cones, besides flavors with white chocolate, in addition to its paan and matka ice-creams, bubblegum-flavored, lollypop icecream, Nutty Belgian Dark Chocolate, Kesar Malti, Classic Caramel, and Berry Blast. Gourmet flavours are gaining in popularity and are the triggers for brands seeking premium positioning. Kolkata-based Fresh & Naturelle, for instance, has brought out sandalwood, Japanese green tea and Kolkata meetha paan flavors. Similarly, Natural Ice Cream, which is largely marketed in Maharashtra and Karnataka, includes custard apple and the festivaloriented Makar Sankranti Special, containing sesame seeds and peanuts. Movenpick has plans for a masala chai flavored ice-cream. Another innovation is the introduction of diet-friendly ice creams as part of brands’ premium range, such as low-fat and sugar-free ice cream, as well as ice cream cakes. Besides ice-cream, frozen yoghurt is stepping up as a category within the frozen desserts segment. A fast-emerging segment is retail service, with brands like Cocoberry, Red Mango, Kiwi Kiss, and Yogurberry selling flavored/frozen yoghurt in signature flavors through exclusive/standalone outlets. Such outlets are present in colleges, schools, office canteens, airports, five-star hotels, and as independent kiosks. The frozen yoghurt category is estimated to make up 10-12% of the Frozen Desserts/Ice-cream market, is witnessing faster growth than the overall market, at a CAGR of 15-16%, and is expected to more than double in size over the next five years.

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Consumers changing their preference, and being more inclined towards healthy and premium options, have encouraged international brands like Red Mango and Yogurberry, which have ticket values approximately double the ticket value of domestic brands in the similar segment. Similarly, in the ice-cream space as well, players like Swensons, with premium ticket value, are confident of further expansion within the Indian market Increasing dairy costs are ramping up transaction costs for traditional ice-cream players which are in turn pushing up prices at the consumer end. However, traditional preferences, e.g. milkbased and candy ice creams, and the wide distribution network of the milk-based ice-cream players keeps them stable enough to sustain their market share despite the new and emerging trends of gelatos and frozen yoghurts. Also, as the ice-cream business is volume-driven, the price shift is widely distributed and does not majorly pinch the consumers financially. However, on the flip side, this provides an opportunity for frozen yoghurt and gelato brands not only to educate consumers on the merits of their products but also to expand their manufacturing and distribution capabilities and thus capture an untapped market. However, to increase their market share, ice-cream manufacturers need to optimize their production systems, packaging technologies and cold chain management, ensure compliance with quality standards, and get their marketing mix right. Although the per capita ice-cream consumption is lower in comparison to other major markets, it is however an evolving one, growing at a CAGR of ~10-15%. This growth is, and will, supply momentum to ice-cream consumption, especially in the branded and new/innovative categories. With the growing consumer base, increasing disposable income, and greater trend toward eatingout, the market stands poised to incorporate bigger players and more innovative concepts.

The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16 billion, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest are in the hands of the unorganized sector. Among the major players in this industry Hindustan Lever has a market share of around 40% represented mainly by Kwality Walls brand, Amul with an estimated market share of 35% is rapidly gaining market share and other players like metro, mother dairy, Pastonji , cream bell hold 25% of the market share.

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2.2.1 Production Area : The main market for organized sector is restricted to large metropolitan cities. In small towns and villages, there are thousands of small players who produce ice- creams / kulfis in their home backyard and cater to the local market. Almost 40% of the ice creams sold in the country are consumed in the western region with Mumbai being the main market, followed by 30% in the north and 20% in the south.

2.2.2 Growth promotional activities : The Indian government adopted the policy of liberalization regarding the ice cream industry also and it is since then that this sector has shown an annual growth ranging from 15- 20% per annum for last 1- 2 years.

2.2.3 Types : Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavours; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavours the market today has a number of flavours like vanilla, strawberry, chocolate, mango, butterscotch and a number of fruit flavours, dry fruit flavours traditional flavours like Kesar Pista, Kaju Draksh etc. The market is totally dominated by Vanilla, Butter Scotch and Chocolate, which together account for more than 70% of the market followed by butterscotch and other fruit flavours

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2.3CURRENT SITUATION OF INDIAN ICECREAM INDUSTRY The Indian ice cream industry is one of the fastest growing segments of the dairy or food processing industry. Currently the ice cream market in India is estimated to be over INR 4,000 crores, and is growing at a rate of 15-20% year-on-year. It is projected that by 2019, the market will reach a value of approximately INR 6,198 crores. In India, ice cream industry is mostly regional and there is a multitude of brands focusing on only one or two districts or in some case only one state. There are very few national brands and the major reason behind slow growth of the smaller players is the high perish ability of ice cream products. Currently growing at 12-15% annually, the future prospect of India's ice-cream market is promising for manufacturers, suppliers and retailers. While a number of regional players have already started expanding, the entry of new players has further intensified the struggle to get a bigger market share. The small and medium ice cream manufacturers in India are now being able to enhance their product range, volumes and profitability by utilizing the more affordable Chinese equipment’s.

Lead Players The lead players in ice-cream products in the market are as follows 

Kwality walls



Amul



Cream bell



Mother dairy



Pastonji ice cream



havmor

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3.ABOUT 3.1INTRODUCTION TO COMPANY

KINGS ICE CREAM LTD

We are the marketing and sales organization for “Pastonji brand Ice cream”

Our prospective towards business is to benefit everybody involved in our marketing chain.

“Marketing”, backbone of any business keeping this in mind we have set up a strong distribution network throughout Mumbai & Thane Dist. Because of their hard work we are able to reach our numerous retailers and ultimately to satisfy our consumers. Thanks to our distributors and retailers. Innovative schemes, Festival packages and new flavours at regular intervals make us easy to reach our customer which strengthens loyalty and relationship.

Hardworking and Committed Seniors, Sales Team and Staff are always on their toes to accept new challenges

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3.2 Pastonji brands & hoardings

In the year 1948, a dairy farm had started with an ambition to grow and serve young and independent India. Later 1989, Pastonji brand was launched to offer traditional Ice cream with a modern technology. Pastonji has built reputation amongst its consumers by serving exclusive range of Ice creams and beverages of various flavors and novelties.

Pastonji products are spread over the western region of India. Being considered as a hot region, Pastonji products like Blasios and Fruitle.

In its 25 years of journey, Pastonji captures the pulse, attitude, styles and trends in a manner, which appeals to the consumers. It provides the consumers with fascinating range of products like Ice cream, frozen desserts, Gosip-flavoured milk, Blasios pack aged drinking water and much more. Pastonji offers a platform to it audience, which they can access for all products

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3.3 Mile Stones

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4. PRODUCT INFORMATION 4.1Various Variants of Pastonji ice-creams

BARS

PACKS

CANDIES

ICE CREAMS

NOVALITIES

KIDZS CATCH

CONES

CUPS

KULFIES

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4.2Products of Pastonji Ice-creams 1.bars & Candies

Product details: Product Listed under catogery: PRODUCT NAME

PRODUCT PRICE (in Rs per piece)

Mango candy

05.00

Orange candy

05.00

Bon bon

05.00

Minichocobar

05.00

Choco crunchy

10.00

Malai kulfi candy

10.00

Pista kulfi candy

10.00

Chocobar

15.00

Frutile candy mango

20.00

Furtile candy gauva

20.00

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2 cones

Product details: Product Listed under catogery:

PRODUCT NAME

PRODUCT PRICE (in Rs per piece)

HAPPYCONE Chocolate

30.00

Butterscotch

30.00

MAGIC MASTER CONE Chocolate

25.00

Butterscotch

25.00

Strawberry

20.00

Pista

20.00

WONDER CONE Chocolate

10.00

Butterscotch

10.00

Vanilla

10.00

Mango

10.00

20

3.cups

Product details: Product Listed under catogery:

PRODUCT NAME

PRODUCT PRICE (in Rs per piece)

Large cups Valina

10.00

Strawberry

10.00

Plainpista

10.00

Tuttifrutty

15.00

Chocolate

15.00

Mango

15.00

Butter scotch

20.00

Kaju kismis

20.00

Kesar pista

20.00

Small cups Valina

5.00

Butter scotch

5.00

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Plainpista

5.00

Mango

5.00

Strawberry

5.00

Magic marble sundae (100ml) Raspberry

20.00

Mango

20.00

Blackcurrent

20.00

chocolate

20.00

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4.Novelties,kidzcatch& Kulfies

Product details: Product Listed under category: PRODUCT NAME

PRODUCT PRICE (in Rs per piece)

Junior sundae

10.00

Ball vanilla

25.00

Ball strawberry

25.00

Triple twist vanilla

25.00

Triple twist Chocolate

30.00

Sandwich

30

Matka kulfi

45

Cassatta

50

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5.party packs

Product details: Product Listed under category: PRODUCT NAME

PRODUCT PRICE (in Rs per piece)

Party pack 900 ml Vanilla

140.00

Strawberry

140.00

Plainpista

180.00

Tuttifruty

180.00

Chocolalte

180.00

Mango

180.00

Kajukismis

190.00

Butterscotch

210.00

Blackcurrent

210.00

Kesar pista

210.00

Choco.chips

210.00

Anjir badam

240.00

Raj bhog

260.00

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Party pack 700ml (ek pe ek free) Vanilla

170.00

Strawberry

180.00

Plainpista

180.00

Tuttifruty

210.00

Chocolate

210.00

Mango

210.00

Butterscotch

210.00

Rabadi

230.00

Kajukismis

240.00

Blackcurrent

240.00

Choco.chips

240.00

Shahigulab

250.00

Anjir badam

290.00

Kesar pista

290.00

Raj bhog

300.00

Bulks (5000ml) Vanilla

450.00

Strawberry

500.00

Butterscotch

595.00

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Bulk pack (4000ml)

440.00

Vanilla

440.00

Strawberry

440.00

Plainpista

565.00

Tuttifruty

565.00

Chocolate

565.00

Mango

565.00

Butterscotch

650.00

Kajukismis

690.00

Blackcurrent

690.00

Choco.chips

750.00

Rich almond

750.00

Anjir badam

875.00

Rajbogh

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4.3 COMPETITORS IN NAVI-MUMBAI MARKET For a company to excel, they need to be well aware about their competitors. The main rivals of Amul are as follow -:

1. Kwality Walls 2. Cream Bell 3. Mother Dairy

1. KwalityWalls - Kwality Wall’s was previously known as Kwality, owned by Pishorilal Lamba. Kwality Wall's is a major producer and distributor of ice cream and other dessert products in India, Pakistan, Sri Lanka, Malaysia and Singapore. It is a company of Hindustan Unilever, the arm of Unilever in India, and is an extension of the Wall's ice cream brand of Great Britain.

Kwality, the original Indian company, was founded in 1956, and was the first in the region to import machinery for the mass production and sale of ice cream on a commercial scale. In 1995, in view of the growth potential of the frozen confections market, Kwality entered into an agreement with Lever, and has since been known by its current umbrella name

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2.Cream Bell - In 2003, RJ Corporation instigated Cream Bell Ice Cream in India in Technical collaboration with French Dairy major - Candia. Since then cream bell has delighted the taste bud of millions with variety of refreshing and exotic ice cream flavours of international and traditional nature. Cream bell is one of the fastest growing ice cream company in the country and has already bagged 6% of market share in all over India. Its presence in 19 states and its availability has made this brand widely acceptable in hospitality sector.

3. Mother Dairy : - Mother Dairy set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India. Mother Dairy's range of products includes the brands Mother Dairy (milk, milk products, curd, ice cream, butter, etc.), Dhara (range of edible oils) and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit juices).

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4.4Competitor’s activity in Navi-mumbai market

Competitor’s activity means the market strategy of the competitors. Activities are in terms of Schemes, percentage to retailers and POP utilization and many others.



POP UTILIZATION :

Sales 9% 10%

Kwality Walls 23%

58%

Creambell Amul Pastonji

The above graph shows the POP utilization or the brand visibility in Navi-Mumbai Market.

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5 OBJECTIVES & SCOPE OF THE STUDY 5.1 Objectives of Project The main objective of project can be listed as follows A. Primary Objectives 1. To find the size of retail network of Pastonji ice cream Products 2. To find the problems faced by retailers in selling and storing. 3. To collect the information about competitors. 4. To find the problems regarding Distributors.

B. Secondary Objectives 1. To organize selling promotional activities to improve Pastonji Sales and Introduce new Pastonji Product s 2. To generate and secure consumer awareness.

5.2 Scope of Project The study is carried out in Navi-Mumbai region so its scope is mainly related to only Navi-mumbai region. 1. It gives information about the size of the retail network.

2. It gives information about the services given by distributor to their retailer.

3. It gives information about the competitor’s products.

4. It will serve consumer in better manner.

5.

It provides suggestions to the company to improve their products sales.

6. It gives information about the sales promotion activities to improve the Pastonji product sales.

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6.RESEARCH METHODOLOGY

6.1 Research Methodology

The research was conducted from 2nd May, to 20th July, 2018. The research include meetings with the retailers, consumers and dealers. It included preparation of the questionnaire to be answered by above people for knowing the competitive position of Pastonji in the Ice cream market. The views of the above parties were recorded in the research as per the questionnaire set by us.

6.2 Research Approach: The objective was to know the competitive position of Pastonji in the Ice cream market thus in order to successfully conduct the research the unbiased opinion of the above parties was desirable. Thus we conducted the research as the representative of Pastonji company and sometimes the representatives of the other company like kwality walls or cream bell in order to have an unbiased opinion of the concerned persons and it worked to achieve our goal.

6.3 Research Instrument: The research instrument was the structured questionnaire formulated for the respondents. The questionnaire was different for the retailers and dealers and for the consumers there was a different set of questionnaire. There were also the area maps.

6.4 Types of Question: The second important aspect in the designing a question is to decide which types of question are to be used. Question can be classified in various ways. Questionnaire contains following type information- Open-ended, Dichotomous question, Multiple-choice questions.

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6.5 Phrasing of Question: In questionnaire, I try to phrase the question in logical way. For example, I arrange question in sequence as personal information, awareness data, usage data, and finally related to reason and satisfaction .

6.6 Method of Survey: Personal Interview: It is direct form of investigation, involving face-to-face communication with free feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible. Complex questions can be asked. The interview can have questions to secure more information. Observation approach can be combined to verify age, income, status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and attitudes of responder.

6.7 Sources of data Primary Data: Primary data are those which are gathered specially for the project at hand, directly – e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade association’s executives & other businessman & eve competitors.

Secondary Data: These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports.

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6.8 Sampling AREAS

NO OF RETAIERS

AIROLI

25

GHANSOLI

30

KOPERKHAIRNE

45

VASHI-JUHUGAON-KOPRI

40

TURBHE

20

SANPADA

17

JUINAGAR-NERUL-SEAWOODS

35

BELAPUR-ULWE

23

URAN

15

TOTAL

250

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7.MARKET DATA 7.1.Airoli no of retailer’s & horeca Move on

Follow up

31

17

14

45% follow up move on 55%

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7.2.GHANSOLI No of retailers & horecas

Move on

Follow up

25

7

18

28%

follow up move on

72%

35

7.3.TURBHE

No of retailers & horecas

Move on

Follow up

18

12

6

33%

follow up

move on

67%

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7.4.NERUL EAST No of retailers & horecas

Move on

Follow up

28

20

8

29%

follow up move on

71%

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7.5 Ulwe and belapur No of retailers & horecas

Move on

Follow up

24

16

8

33%

follow up move on

67%

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7.6 DISTRIBUTOR DATA DISTRIBUTOR

OWNER

CONT

AREAS COVERED

ACT NO AVNESH

YOGESH

(AIROLI,GHANSOLI,KOPERKHAIRNE,TURBH

ENTERPRISE

NIRMAL

E, SANPADA,VASHI-JUHUGAONKOPRI,JUINAGAR-NERUL-SEAWOODS, BELAPU-ULWE,URAN)

7.7SALE’s DATA AREAS

NO OF REGULAR RETAILERS

AIROLI

11

GHANSOLI

13

KOPERKHAIRNE

20

VASHI-JUHUGAON-KOPRI

17

TURBHE

8

SANPADA

6

JUINAGAR-NERUL-SEAWOODS

30

BELAPUR-ULWE

15

URAN

7

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8. Survey on Pastonji Ice Cream

Name:

________________________

Shop Name: ________________________

Location:

________________________

Ph. No :

________________________

1. Which all Ice Cream brands do you keep in your shop?

500% 400% 300% 200% 100% 0% kwality walls

Amul Motherdairy

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Pastonji

2. Do customers prefer Pastonji ice-cream? YES

NO

39%

61%

3. Are customers aware about Pastonji ice-cream availability in your store ? YES

NO

35%

65%

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4. Do you think that price of Pastonji ice-cream are high? YES

NO

25%

75%

5. Do you find packaging of the brand appealing? YES

NO

20%

80%

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6. Has Pastonji Ice Cream sale increased over the years? YES

NO

30%

70%

7. Do you think that Pastonji marketing strategies are appropriate? YES

NO

37%

63%

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8. From where do customers get to know about Pastonji ice-creams?

5 4 3 2 1 0 hoarding news papers

television Pamplets

9. Are you satisfied with the Amul ice-cream distributors? YES

NO

40%

60%

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10.Are you happy with the various schemes given by Pastonji? YES

NO

20%

80%

11. Do you get on time supply of the products? YES

NO

20%

80%

12.Any other suggestions? -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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9.DATA ANAYLSIS AND INTERPRETATION  RETAILERS ALL BRAND SALE PERCENTAGE IN NAVIMUMBAI

Sales

8% 11%

34% CREAMBELL HAVMOUR

19%

KWALITY WALLS AMUL PASTONJI

28%

INTERPRETATION The above graph indicates that 92% of the retailers are storing other company products and only 8% retailers are storing Pastonji products because of not on time delivery and not much awareness of the product While some retailers are selling local products due to high % margin Reasons behind the low sale of Pastonji ice cream 1. Not on time delivery 2. Not much aware about the product

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10 Findings, Limitations and Conclusion 10.1 Findings:

During the survey it was found that more than 90% of the retailers in the rural areas keep local brand products like Sheetal etc. because of high profit margin.



While in the Urban areas most of the products found where of kwality walls, cream bell, havmour etc. due of good quality and packaging as well as on time delivery.



Pastonji’s low cost products starting form 5rs to15rs were sold more in the rural market junior sundae was one of the product cost Rs 10 was one the most sold product of Pastonji ice-cream in Navi-mumbai. Kings ice cream ltd which is the Sales & Marketing organization of the Pastonji brand ice cream should focus more on HORECA sector in given operational area.





Kings ice cream ltd should create awareness of Pastonji products in HORECA sector to penetrate the market and gain the huge market share.



During survey, I found that most of the hotels, cafes and snacks corner's preferring other brand product .



The replacement of defective product is poor and also the process is very complicated. Retailers are getting damaged products, which is due to improper handling by distributor.Dilivery in some areas of navi-mumbai is not on time.



Retailer prefer to other products due to availability and service of particular brand. If the service is not regular and qualitative retailers are not interested to keep that product.



Advertisement should be given to increase the level of awareness and sale of the product



When question came to retailers ratings towards Pastonji products rating most of the respondents complaining about poor packaging and product life.

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10.2Limitations:-



The survey is was conducted in Navi-mumbai area.

 

Time period of project was 8 weeks, which may not be enough to understand whole market. Convenient sampling was used as the mode of conducting the research.



The sample size of the taken was small, therefore it can be said that the chosen sample is not the representative of the whole population and this hindered quantitative research.



The psychology and temperament of a respondent play a significant role. Some respondent are more sensitive as against others who are more tolerant. A change in the composition of the respondent can affect the answer adversely and favourably.



Respondents may not have been true in answering various questions and may be biased to certain other questions.



Out of the whole research and analysis, only four major brands could be highlighted, leaving aside the non-popular brands.



The questionnaire mostly contained multiple choice questions, The many respondents did not give a proper thought before up the questions, and some even ticked things, which were not applicable. Therefore, all this increased the bias.



The sample size of Retailers / Wholesalers was very small and therefore response from them does not reflect the exact view because they may to biased.

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10.3 Conclusion:-

AS we know Pastonji ice cream is not a very big organization but still it has good amount of market share in Mumbai market but the ice cream is new to Navi-mumbai market and it is developing in Navi-mumbai. With the help of research, company can find out the week points in Pastonji ice cream and can increase its market share through rectify mistakes. People have believed in Pastonji’s product in some of the area where they are aware of this brand. Kings ice cream ltd should come with the new promotional activity such that people can become aware of this brand Pastonji ice creams. Packaging of the product can be more attractive. In comparison to Pastonji ice cream other players such as cream bell, havmour etc. provide the better availability. Pastonji is maintaining the old customer because of its high-quality products but he has to think for forward for longer time. Pastonji should take action about the margin issue of products because of that 40% market is reducing. More and more promotional activities should be conducted in the Navi-Mumbai so that more and more people will be aware of the brand Pastonji icecream as awareness of the products and brand will increase the sale in the regions were people are not aware will also increase

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10.4 SUGGESTIONS Pastonji is most competitive industry, there is large number of competitors in this field. In such conditions a small loop may create a big problem. The condition is made tougher by cream bell in market. Four things are necessary to improve the sales in the city: 1. Service 2. Advertisement 3. Replacement policy 4. Proper distribution 5. Special attention

1. Service : a. It is the critical factor in the success of any brand. There is no doubt that Pastonji services are good but it needs little more improvement to completely capture the market.

2. Advertisement: a. This is the most important factor that affects both the sales as well as the consumer’s attention. Kings ice cream ltd needs to work on this to create awareness

3. Replacement policy: a. Pastonji is blamed for poor replacement policy; it has to give certain kind of replacement policy to make its product more acceptable to the parlours and outlets.

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4. Distribution: i. The replenishment is average and often damaged material came on account of improper handling by distributor due to this parlours find it difficult to retain the customers. The distributor operating in an area is also very low in number, which also adds to improper distribution.

5. Special attention: i. The priority should be given to hotels, cafes etc. compared to other retailers who also keep products of Pastonji Many a time it happens that outlets are not having the products but other retailers have that product.

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11.Annexure 1. Which all Ice Cream brands do you keep in your shop? a) Kwality walls ( ) b) Mother dairy ( ) c) Amul ( ) d) Pastonji ( ) 2. Do customers prefer Pastonji ice-cream? a) YES ( ) b) NO ( ) 3. Are customers aware about Pastonji ice-cream availability in your store ? a) YES ( ) b) NO ( ) 4. Do you think that price of Pastonji ice-cream are high? a) YES ( ) b) NO ( ) 5. Do you find packaging of the brand appealing? a) YES ( ) b) NO ( )

6. Has Pastonji Ice Cream sale increased over the years? a) YES ( ) b) NO ( ) 7. Do you think that Pastonji marketing strategies are appropriate? a) YES ( ) b) NO ( ) 8. From where do customers get to know about Pastonji ice-creams? a. b. c. d.

Hoarding Television Newspaper Pamphlets

( ) ( ) ( ) ( )

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9. Are you satisfied with the Pastonji ice-cream distributors? a) YES ( ) b) NO ( )

10. Are you happy with the various schemes given by Pastonji?

a) YES ( ) b) NO ( )

11. Do you get on time supply of the products? a) YES ( ) b) NO ( )

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