Final Copy.docx

A PROJECT REPORT ON PRODUCT ACTIVATION OF CREAMBELL DAIRY IN KOLKATA BY CHANGTEY MOMIN ROLL NO: 12900917089 REGISTRATION NO: 171290710087 OF 2017 – 2019

DONE AT DEVYANI FOOD INDUSTRIES LIMITED UNDER THE SUPERVISION OF Mr BISWARUP CHATTERJEE ASSISTANT PROFESSOR DEPARTMENT OF MANAGEMENT STUDIES BHARATIYA VIDYA BHAVAN INSTITUTE OF MANAGEMENT AND SCIENCE SALT LAKE, KOLKATA (AFFILIATED TO MAKAUT, WEST BENGAL)

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TABLE OF CONTENTS Acknowledgement………………………………………………….…i Student Declaration………………………………………………...…ii Authorisation of Creambell………………………………………......iii Authorisation of Principal………………………………………...…..iv Authorisation of Guide……………………………………………......v Executive Summary………………………………………………......vi CHAPTER 1: Introduction…………………………………………………….…1-5 1.0 Introduction………………………………………………………..2 1.1 Overview of FMCG Industry in India………………………….….2 1.2 Company History and Profile……………………………………...3 1.3 Corporate Overview Fact sheet……………………………………3 1.4 Company Vision………………………………………………...…5 1.5 Rewards and Recognition………………………………………….5 1.6 Competitors……………………………………………………...…5 CHAPTER 2: Product Activation and Research Methodology…………….….6-12 2.0. Objective and Scope of Study…………………………………….7 2.1. Required Information………………………………………….….7 2.2. Product Activation……………………………………………...…8 2.3. Research Methodology……………………………………….….10 2.4. Research Instrument Used - Details & Why?.................................10 2.5. Sampling Technique Used & Sample Size - Why?........................11 CHAPTER 3: DATA ANALYSIS……………………………………………....13-25 3.0 Data Analysis…………………………………………………..….14 3.1 Gender…………………………………………………………..…14 3.2 Age group……………………………………………………….....14 3.3 Occupation…………………………………………………...…….15 3.4 Monthly Income……………………………………………………15 3.5 Customer Satisfaction…………………………………………...…16 3.7 Awareness of Brand……………………………………….……….20 3.9 Rating……………………………………………………………....22 3.10 Factors Influenced to buy……………………………………..….24 3.11 Customer Preference…………………………………………..….25 CHAPTER 4: Findings, Conclusion & Suggestions………………………………2629 4.0 Limitations………………………………………………………...27 4.1 My Findings……………………………………………………….27 4.2 Suggestions………………………………………………….…….27 4.3 Conclusions……………………………………………….……….29 CHAPTER 5: Appendix & Bibliography………………………………………….3035 5.0 Appendix……………………………………………………….….31 5.1 Bibliography……………………………………………………….35

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ACKNOWLEDGEMENT An internship program is a very important and essential means for acquiring practical knowledge because the knowledge of a student does not get fulfilled until he or she acquires knowledge theoretically and practically. For the completion of this study I like to thank my corporate mentor Mr. Sanjit Ghosh and my faculty mentor Prof. Biswarup Chatterjee and Principle of BIMS Dr. Ramakanta Patra and all the respected faculty member of BIMS. I am greatly indebted to both of them for providing their valuable guidance at all stages of the study, their advice, constructive suggestions, positive and supportive attitude and continuous encouragement, without which it would have not been possible to complete the project. I owe my wholehearted thanks and appreciation to the entire staff of the company for their cooperation and assistance during the course of my project. I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

Name of the Student

Signature

Changtey Momin Bharatiya Vidya Bhavan Institute of Management Science

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DECLARATION This is to certify that the project report entitled “Product Activation of Creambell Dairy in Kolkata” Submitted to Bharatiya Vidya Bhavan Institute of Management Science, Kolkata UNDER MAULANA ABUL KALAM AZAD UNIVERSITY OF TECHNOLOGY (FORMERLY WBUT) in partial fulfilment of the requirement for the award of the degree of

MBA (Finance & Marketing) 2017-2019 is an original work carried out by Mr. Changtey Momin, under the guidance of Prof. Biswarup Chatterjee. The matter embodied in this project is a genuine work done by Changtey Momin to the best of my knowledge and belief and has not been submitted before, neither to this University nor to any other University for the fulfilment of the requirement of any course of study.

Signature of the student

Signature of the Guide

Designation

ii

AUTHORISATION OF CREAMBELL

iii

TO WHOM IT MAY CONCERN

This is to certify that the Summer Internship Training Project Work entitled study of “PRODUCT ACTIVATION OF CREAMBELL DAIRY IN KOLKATA” is a bonafide work carried out by Changtey Momin at “Creambell” submitted in partial fulfilment of the requirements for the degree “MASTER OF BUSINESS ADMINISTRATION (MBA)”, 2017-2019 of “Maulana Abul Kalam Azad University of Technology (MAKAUT)”.

I hereby, certify that the material of the project has not been used in any other study or award or any other degree or similar title or prize.

_____________________

Date: ______________

Dr. Ramakanta Patra Principal

Place: Kolkata

Bharatiya Vidya Bhavan Institute of Management and Science, Kolkata

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TO WHOM IT MAY CONCERN

This is to certify that the Summer Internship Training Project Work entitled study of “PRODUCT ACTIVATION OF CREAMBELL DAIRY IN KOLKATA” is a bonafide work carried out by Changtey Momin at “Creambell” submitted in partial fulfilment of the requirements for the degree “MASTER OF BUSINESS ADMINISTRATION (MBA)”, 2017-2019 of “Maulana Abul Kalam Azad University of Technology (MAKAUT)”.

I hereby, certify that the material of the project has not been used in any other study or award or any other degree or similar title or prize.

_____________________

Date: ______________

Prof Biswarup Chatterjee Assistant Professor

Place: Kolkata

Bharatiya Vidya Bhavan Institute of Management and Science, Kolkata

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EXECUTIVE SUMMARY The objective of the project was making the customers know about “Creambell” dairy products in Kolkata, for that we have to understand the customer needs, get feedback, emotions and beliefs regarding the product, so that they can contribute their valuable inputs for introducing the dairy product of “Creambell”. Moreover, we have to study the market, timing, place and potential customers to promote, sell and make the customers aware about the new “Creambell” dairy products in Kolkata.

The project was started on 5 June 2018 after knowing all the relevant information regarding the project, under the guidance of Mr. Sanjit Ghosh (Sales Trainer, Kolkata) until 30 July 2018. The first part of my project was to activate the Creambell dairy in Kolkata where the products are not reaching the customers and make the customers aware about the products.

And, the second part was to make a questionnaire with the help of my mentor Prof. Biswarup Chatterjee, depending on my first project and get valuable feedbacks from customers about the Creambell dairy products. And for that we have to go through the same places we have been to in our first project and get the feedbacks from the consumers regarding the quality, price and the availability of the products.

The sample size for the questionnaire was from 100 customers. And the questionnaire contains various aspects like their Name, Contact Number, E-mail Id, Age, perception about the products and quality etc. And the final part was to enter the raw data into excel and analyse the data and put altogether whatever I have learned and experienced while working with the company and great people and make this project.

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CHAPTER 1 INTRODUCTION

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INTRODUCTION Products are all around us. They are what we eat, wear, use, and drink. They are an integral part of modern day living and cannot be separated from day to day life and activities. The perception of the products is structured by stimuli from interactions that the user has with the product. These stimuli are very important. Positive stimuli will mean that the user has used the product and finds it useful therefore will use it again. Many managers therefore need to develop proper Product activation process that enforces positive stimuli. Product activation is all about building a big idea and reinforcing this idea with positive stimuli to ensure that the customer begins to appreciate the brand. This involves making sure that the product connects on an emotional level with the customer. The stronger the emotional connection, the better off the brand will be (people will buy it more frequently). The close connection between the customer and the brand can be built through various brand experiences. These experiences are aimed at educating, motivating and interacting with the customer. During my internship with Creambell my job was to create a positive impact on customers with the Creambell products I was trying to make customers aware of. And that’s what this project is all about.

Overview of FMCG Industry in India Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with Household and Personal Care accounting for 50 per cent of FMCG sales in India. Growing awareness, easier access and changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts for a revenue share of around 55 per cent) is the largest contributor to the overall revenue generated by the FMCG sector in India However, in the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending. The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost revenues of FMCG companies. Revenues of FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion in 2020.

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Company History and Profile In 2003 RJ Corporation brought Creambell ice cream to India in technical collaboration with French Dairy major, Candia. Since then Creambell has delighted the taste buds of millions with a variety of refreshing and exotic ice cream flavours of international and traditional nature. Creambell is one of the fastest growing ice cream companies in the country with its foot prints in the neighbouring nations as well. It is among the top 5 leading ice cream brands in India and is known for its quality product innovation. Creambell boasts of 15% market share in the ice cream industry, marking its presence in 19 states and being a dominant market player in many regions in the country. Its product quality and availability has made this brand widely acceptable in the hospitality sector, thereby making eminent presence in various 5-star hotels. Our strategy to make Creambell as one of the most acceptable ice cream brands is helping us reach every nook and corner of the territory where we operate in. Creambell boasts of world class standards in the area of product quality. Every batch of ingredients goes through stringent quality control before taken for production. The quality standards are in consonance with international norms, and no effort is spared to ensure that only world class products reach the end users. Our plants are ISO 9001:2008 and ISO 22000:2005 certified. For the last several years, Creambell has been the proud recipient of the highest honour at the "Great Indian Ice Cream Contest" conducted by Indian Diary Association and DANISCO. Out of 48 major Ice Cream brands in India, awards are announced in 8 categories. Creambell has won 27 awards in all India Ice Cream contest conducted by INDIAN DIARY ASSOCIATION (IDA) and Danisco. In Lieu of the brand vision, Cream Bell brand has diversified in to the Dairy market with Milk and Value-added dairy products. It has ventured into the dairy market with the largest dairy plant of East India at Asansol, built at Rs 150 crore investment. The plant is Eastern India’s most modernised dairy plant and is fully automated with no human intervention. Currently the brand is launched in South Bengal, Jharkhand and Kolkata with Milk and Value-added products. Moreover, Creambell DNA has always been indulgence and hence for Dairy too we are stressing on the taste aspect; the basic motto is Dairy made delicious. And, in terms of geographical presence, Cream Bell footprint is spread across India and in international markets like Nepal, Bhutan with special emphasis on Africa (Uganda, Rwanda, Nigeria, Zambia).

Company Overview and Fact Sheet Devyani Food Industries Limited is an unlisted public company incorporated on 14 November, 1991. The registered office of the company is at F-2/7 OKHLA INDUSTRIAL AREAPHASE I, NEW DELHI, Delhi. The total paid-up capital is INR 12.50 cr. The company also has secured loans in the amount of INR 1,250.97 cr.

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The last reported AGM (Annual General Meeting) of the company, per our records, was held on 30 September, 2017. Also, as per records, its last balance sheet was prepared for the period ending on 31 March, 2017. The company has 10 directors/key management personnel. DIRECTORS Name

Din/Pan

Designation

Date of Appointment

Rajpal Gandhi

00003649

Director

25 October, 2010

Ravi Kant Jaipuria

00003668

Director

25 October, 2010

Nitin Arora

A**P*****F

CEO

07 July, 2014

Dhara Jaipuria

00003721

Director

20 March, 2015

Anoop Sharma

A**P*****P

CFO

31 July, 2015

Sanjay Garg

08006130

Director

30 November, 2017

Madhusudan Parikh

01693049

Director

30 November, 2017

Trapti

A**P*****L

KMP

30 November, 2017

Girish Kumar Ahuja

00446339

Director

01 April, 2018

Rashmi Dhariwal

00337814

Director

01 April, 2018

VITALS CIN U74899DL1991PLC046403 Incorporation Date / Age 14 November, 1991 / 27 yrs. Last Reported AGM Date 30 September, 2017 Authorized Capital INR 1250.0 Lacs Paid-up Capital INR 1250.0 Lacs Industry Business Services Type Unlisted Public Company

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Category Company limited by Shares Subcategory Non-govt company Registered Address F-2/7 OKHLA INDUSTRIAL AREAPHASE I, NEW DELHI – 110020, Delhi – India Company Vision To be the fastest growing ice cream company in country over the next 5 years, by way of delighting consumers with the finest product quality and innovation, while remaining the most preferred company for our employees and associates.

Rewards and Recognition Since inception Cream Bell has won lot of accolades; a testimony of happy customers “India’s most promising brand, 2014”: Cream Bell Ice cream, was declared ‘India’s Most Promising Brand’ at the WCRC Leaders Asia Summit, held at London July 2014. Cream Bell has been awarded with this honour for their stellar performance in a short span of time. “India’s most promising brand, 2015”: Cream Bell Ice cream, was declared ‘India’s Most Promising Brand’ at the Economic Times Best Promising Brands Summit held in Mumbai, on March 26, 2015. The glitzy felicitation ceremony was held in Mumbai, Maharashtra, on March 26, 2015. Cream Bell has been awarded with this honour for their stellar performance on four parameters, namely innovation, consistency in customer experience, value proposition, and advocacy. “Make In India Award Excellence 2015”: ‘Make in India Award for Excellence’ is an initiative that recognizes valued contributions by indigenous businesses that are helping India establish its position as a global leader in manufacturing “Great Indian Ice Cream Contest”: Cream Bell has been the proud recipient of the highest honour at the “Great Indian Ice Cream Contest” conducted by Indian Diary Association and DANISCO. Cream Bell has won 27 awards in all India Ice Cream contest conducted by INDIAN DIARY ASSOCIATION (IDA) and Danisco.

Competitors Brand Name

Market Share

Amul

12.8

Vadilal

6.2

Mother Dairy

4.9

Arun

4.5

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Creambell

3.9

Wall’s

3.9

Cornetto

3.6

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CHAPTER 2 PRODUCT ACTIVATION AND RESEARCH METHODOLOGY

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OBJECTIVE AND SCOPE OF THE STUDY

Objective of the Study Dairy is a product which comes under super non-durable goods. It takes much care and precaution in delivery from the centre of manufacturing to the home of the consumers. And stored in cool place. 1. 2. 3. 4. 5. 6. 7. 8.

The need of my study can be given as follows: To know the actual market position of Cream Bell ice-cream. To know about the current market capitalization of CreamBell in India. To determine about the consumers perception about the products of CreamBell. To know about the consumer’s behaviour upon CreamBell. To study and understand the concept and process of marketing research. To understand and get the concept of Marketing of FMCG products. To get the practical implication of the process involved in any product activation. To know which advertisement tool is mostly preferred by people.

Scope of the Study With a population of over 1 billion people, India is a big market for FMCG companies and now a day’s specially, the dairy industry is very wide and challenging there is a lot of opportunities in this sector for any company. This study captures all the information’s and data’s regarding the present market scenario of dairy industry of India as well as the condition of CreamBell in this scenario. This report provides the major suggestions regarding the improvement and growth of the company. The major scopes of this study can be given as follows: 1.Vast semi–urban market: Semi urban area is a new and most important market for dairy trade. 2. Consumption of Dairy: In India, the consumption of dairy is increasing day per day. 3. Good Market: In India, there is a good market for dairy which is benefit for any growing company. 4. Competition: There are very few competitors in this segment which is good for entrance of new and unknown company in the market.

Required Information First, I had to know about all the competitors present in the dairy segment (Reputed and wellestablished brands like Amul, Mother Dairy and as well as local brands like red cow etc). Before going to the market, I had to know the comparative packs and prices of all the competitors existing in the market, Market timing for specific areas, weather and community of people as well.

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Since dairy is a product that attracts specific group of people, I had to trace the market and segment it, which mainly deals with people of various groups, and living standards (in case of Creambell dairy products). Dairy is in different varieties, the main information needed is the various types of dairy products available in the market, their calorific value, their validity period, price, weight, etc,

PRODUCT ACTIVATION To be honest, when I first heard the term product activation; my eyes almost rolled out of my head altogether. It’s got meaningless marketing buzzword written all over it. But as I learned more and more about it while working with Creambell and learned from my mentor Prof. Biswarup Chatterjee, the term further I began to realise that it is actually quite an interesting topic, and that sometimes we actually just need a simple term with which to quickly and easily refer to things. So what is product Activation anyway? I’m glad you ask that question. Product Activation generally refers to the process of making your product known to people, increasing awareness and engagement through some kind of activities. Think about when you first start a business. Nobody knows who you are and they sure aren’t aware of your brand. Your brand is effectively lifeless. Dead. And it needs to be ‘activated’ before it can be of any use. But it doesn’t just apply to new products. If a business wants to rebrand itself it can’t just make a few changes and hope people notice. It needs to go through the process of switching people’s minds over to the new product and making them aware of it. Isn’t that just product marketing? Sort of, yes. Except it specifically refers to the process of getting your product from one state to another, better, state. Whereas product marketing is the all-encompassing ongoing process of promoting and maintaining your company’s products or brands. If your product is a cold and lifeless lump of coal in the dark, product or brand activation is the firelighter that makes it burn hot and bright for all to see. Or something… Perhaps it would be helpful to look at a few examples of product activation and the different types of activities it might involve. How do you ‘activate’ a brand or a product? With an increasing number of channels and touch points comes a growing number of ways to introduce your products or brand to people. Let’s take a look at some of those methods. 1. Experiential marketing Perhaps the best way to activate your products or brand in people’s minds is by allowing them to experience it first-hand.

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Experiential marketing has become increasingly prevalent in the last few years and the clearest example I can give you is like, we take out a dozen of Creambell Paneer and Dahi posters and stick it everywhere in front of retail outlets. This type of campaign can be a powerful way to get your product in front of people and make it stick in their mind. 2. Sampling campaigns But the experiential element of a product activation campaign could be something more stripped-back. It could simply mean giving people the opportunity to try your products. Like cutting a Creamy fresh CreamBell Paneer into small pieces and letting them try it out. It is a great way to introduce people to your brand and get them talking. But make it timely and be creative to ensure the best result though. 3. In-store brand activation Another opportunity to activate a product is through in-store promotions or events. Like setting up a counter near retail outlets sticking posters and show casting products and let people see it easily and interact with them. Join it all up As I mentioned earlier, the marketing world has more channels than ever and it is important to understand how to link up the brand activation experience across the various customer touch points. The first thing to mention is social. If you are running an experiential campaign, for example, it is vital that you coordinate social media activity to ensure the campaign gets the exposure it deserves. There is no point putting a huge amount of time, effort and resource into something if you’re not going to shout about it at the same time. Part of kingfisher and Tuborg experiential success comes from its corresponding efforts on social media, encouraging a huge amount of user-generated content that gives its campaigns an extra boost of publicity. What is the end goal? As with all types of experiential marketing, product activation should not always be measured simply in terms of additional sales. Of course, the end goal in everything marketers do is to increase revenue, but more directly a product activation campaign is about raising awareness and opening a two-way dialogue with potential customers about your Brand and products. It is about creating an emotional connection between them and your brand so that it sticks in their mind and they are more likely to engage with it and become long-term customers. We often talk about the need to elicit an emotional reaction through content, and with product activation it is particularly important.

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Often it is the first experience somebody will have with your brand, therefore it’s important to make the right kind of impact so that your brand sticks firmly in their mind for a significant period of time. Whether you make people laugh, cry, feel anger or excitement (this will all depend on your product and audience), you must create some kind of emotional connection or it is unlikely people will remember the experience or your brand and products.

RESEARCH METHODOLOGY Sample Design Sample Unit: - All people are included both the genders i.e. males and females, irrespective of their education level or age. |Sample Size: - 100 Sample Region: - Kolkata Data Collection Method Primary Data: Primary data was collected through a self-administrated questionnaire. This questionnaire aims to gather information related to CreamBell dairy. Secondary Data: Secondary data was collected through magazines, research papers, internet etc. Research Instruments Questionnaire Design: As the questionnaire is self-administrated one, the survey is kept simple and user friendly. “Google Form” is used for making a questionnaire are readily understandable to all respondent. Also, technical jargons are avoided to ensure that there is no confusion for respondents. Choice of research design – Alternatives & Choice Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem. The two general types of research are: Exploratory Research: Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. Conclusive Research: Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomena’s. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. Research Instrument Used - Details & Why? If one wants to know what type of products people use, what they think of, that products, or why they buy particular brands, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making

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a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of:    

Dichotomus Multiple choice questions Scale based Questions Open

Multiple Choice Questions: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process Scale Based Question: In this type of question, customers are free to rate the products according to their wish. Dicthomus: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’. Sampling Technique Used & Sample Size - Why? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each item in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling. No disguised, Structured Techniques The non-structured techniques for attitude measurement are primarily of value in exploratory

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studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed. Sampling Methods Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. Cluster Sampling Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. Convenience Sampling This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Joka, Lake Town, Airport Gate no1, Kestopur, Ultadanga, Salt Lake etc. to name a few.

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CHAPTER 3 DATA ANALYSIS

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DATA ANALYSIS As per my survey on Creambell dairy in Kolkata on Sample size of 100 people, both male, female and all age groups below are the data analysis according to the questionnaire.

Gender: Below are the graphical representation of how many male and females questionnaire is done. Fig. 1

Gender

53

Gender 53%

52

52%

52

52% Percentage

FREQUENCY

51 50 49 48 48

51% 50% 49% 48% 48%

47

47%

46 Male

46%

Female

Male

Female

As given on the chart above you can clearly see, there are 52 males and 48 females, i.e. Total of 100 people and that is 52% male and 48% of females.

Age Groups: Depending on what age groups, you can see the no. and percentage of age group in Fig. 2 below. Fig. 2

Age Group 40

38

35 29

30

FREQUENCY

25 25 20 15 8

10 5 0

Below 25

25-35

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35-45

45 and Above

Age Group 38%

40% 35%

29%

30%

Percentage

25% 25%

20% 15% 8%

10% 5% 0% Below 25

25-35

35-45

45 and Above

Occupation: The no of people and percentage of occupation of people in Kolkata on sample size of 100 for the questionnaire on CreamBell Dairy. Fig. 3

Occupation 40

Occupation

36

35

40%

31

30%

24

Percentage

FREQUENCY

30 25 20 15 10

36%

35%

9

25%

24%

20% 15%

10%

5

31%

9%

5%

0

0%

As you can see in Fig. 3, 36% of people are employed, 24% are in business, 31% are student and 9% are unemployed or housewives. Monthly Income: Monthly income of the Creambell dairy customers, I have taken questionnaire on 100 people from Kolkata on Fig. 4 below.

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Fig. 4

Monthly Income 40

36

35 30

26

FREQUENCY

25

24

20 14

15 10 5 0

10,000 and Below10,000 - 25,000 25,000 -35,000 Above 35,000

Monthly Income 40%

36%

35% 30%

26% 24%

Percentage

25% 20% 15%

14%

10% 5% 0% 10,000 and 10,000 - 25,000 25,000 -35,000 Above 35,000 Below

Based on monthly income, as you can see in the percentage chart, 10,000 and below are 10%, 10,000-25,000 are 36%, 25,000-35,000 are 26% and 24% are above 35,000 and above.

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Awareness: According to my research, the no and percentage of people aware of Creambell dairy products can be seen in Fig below.

Fig. 5

80

70%

60

60%

50

50%

40

Percentage

FREQUENCY

70

80% 68

32

30 20

68%

40%

32%

30% 20%

10

10%

0 Yes

0%

No

Yes

No

Based on my research as you can see in above Fig 5, 68% of people are aware of the Creambell dairy products and 32% are not aware of it.

People who bought CreamBell dairy: The no and percentage of people who have bought CreamBell dairy before in fig. below.

Fig. 6

PERCENTAGE

70 61

61%

60

FREQUENCY

39%

50 39

40 30 20 10 0

YES

Yes

NO

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No

Customer Satisfaction: Frequency and percentage of customers who are satisfied with Creambell dairy products. Fig. 7.1

FREQUENCY

Percentage 80%

60

70%

48

50

74%

60% 40

50% 40%

30

26%

30%

17

20

20% 10

10% 0%

0

Yes

Yes

No

No

Out of 100 customers, 48 said “Yes”, they are satisfied with the products and 17 said “No”. Which is 74% of the customers are satisfied, which is highly above than26% of the customers who are not satisfy with product. And the no. of people who are not satisfy with CreamBell dairy products who will or will not buy Creambell products again in the future, in Fig below.

Fig. 7.2

Percentage

Frequency 80% 43

45

70% 60%

40 35

50%

30

40%

25 20

74%

15

30%

15

26%

20%

10

10%

5

0 Yes

0%

No

Yes

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No

Number of people will refer the product: The number and percentage of people who will refer CreamBell products to their friend and neighbours in chart below. Fig. 8.1

Frequency

PERCENTAGE

60

50

60%

53

55%

50%

43

40

40%

30

30%

20

20%

10

10%

0

45%

0%

Yes

No

Yes

No

And the reasons of customers who do not want to refer the product to their friend and neighbours can be seen in below chart

Frequency

Percentage

14

60%

12

55%

12 50% 10 40%

8 6

4

20%

3

2 0 Quality

Poor Packing

14%

10%

1

Price

27%

30%

6

Other

5%

0% Price

Quality Poor Packing Other

Fig 8.2 Price is one of the main reason’s customers are always complain about with Creambell dairy products, especially with Paneer and 400gm Cup Dahi. And as you can see it’s the highest in terms of complain by the consumers

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Awareness of Brand: How customers are aware of the Creambell dairy products based on my research, in Fig below. Fig 9

Frequency 60 51 50 40

35 30

30 20 11 10 0 Company Sales Person

Advertisement

Word of Mouth

Other Sources

Percentage 45% 40% 40% 35% 30%

28% 24%

25% 20% 15%

9%

10% 5% 0% Company Sales Person

Advertisement

Word of Mouth

Other Sources

From out of 100 people who are aware of the CreamBell products, 28% become aware because of company sales person, 40% because of Ads, 24% by word of mouth and 9% by other sources.

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Products use so far: Creambell dairy products use by customers so far, based on my research below on Fig 10. Fig 10

frequency 60 50

54 48 39

40 30

21 20

10 0 Paneer

Dahi

Lassi and Chaach

Milk

Percentage 33%

35% 30%

30% 24%

25% 20% 15%

13%

10% 5% 0% Paneer

Dahi

Lassi and Chaach

Milk

Out of 100 people 48 people have used Paneer, 54 people Dahi, 39 people Lassi and Chaach and 21 people use milk so far.

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Rating: Rating of CreamBell products based on Price and quality by consumers. Fig. 11.1 Based on Quality

Frequency 45

41

40 35 30 25 20 13

15

9

10 5

3 0

0 Very Poor

Poor

Can't Say

Good

Very Good

Percentage 70%

62%

60% 50% 40% 30% 20%

20%

14%

10%

5% 0%

0% Very Poor

Poor

Can't Say

Good

Very Good

Above chart is the rating of quality of the Creambell product by consumers who have used the products. Most customers say the quality of products are good as you can see 41 people which is 62% of people like it and only 3% of people do not like it. 13 people which is 20% are neutral, 0 people think its very bad and 14% of people it’s very good.

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Fig 11.2 Based on Price

Frequency 30

28

25 20 16 15

13

10 6 4

5 0 Very Bad

Bad

Reasonable

Good

Very Good

Percentage 45%

42%

40% 35% 30% 24%

25% 19%

20% 15% 10%

9% 6%

5%

0% Very Bad

Bad

Reasonable

Good

Very Good

Rating of Frequency and percentage of people out of 100 who have bought and used Creambell dairy products based on Price in Fig. 11.2

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Factors Influenced to buy: below chart are the factors which make the customers to buy Creambell dairy products. Fig 12

Frequency 60

54 50

40 29

30

18

20

11 10

0 Quality

Price

Packing

Easy Availability

Percentage 60%

50%

48%

40%

30%

26%

20%

16% 10%

10%

0% Quality

Price

Packing

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Easy Availability

Customer Preference according to quality: There was 4 options to choose which were High in calcium, Hygienic and safe for consumption, colour and smell and good packing. And the most preferred by customers is Hygienic and safe for consumption and High in calcium and other nutrients,

Fig 13

Frequency 100 86

90 80

78

70 60

53

50

43

40 30 20 10 0 High in calcium and Hygienic and safe for other nutrients consumption

Color and smell

Good packing

Percentage 35%

33%

30% 30% 25% 20%

20%

17%

15% 10% 5% 0% High in calcium and Hygienic and safe for other nutrients consumption

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Color and smell

Good packing

CHAPTER 4 FINDINGS, CONCLUSION AND SUGGESSTIONS

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LIMITATIONS      

Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. As summer training is going under summer season so sometime people are less interested in filling up questionnaire. Sometimes the problem which I face is language problem for which I have to make them understand. Non-cooperative approach and rude behaviour of the respondents. If the respondents answer does not fall between amongst the options given then it will turn up to be a biased answer.

MY FINDINGS   

 

During the survey it was found that still there are 39% people who have not tried Cream Bell dairy products. Lake of Awareness in consumers. Many people are not known about Cream Bell dairy and that’s 32% of the people in Kolkata. When I interviewed people, many of the people cannot recall Cream Bell dairy advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. In its advertisement is not using any brand ambassador which attracts all age group people. There is lack of Sales Promotional activities like "Buy2 get 1 more", Discount, etc

SUGGESTIONS 







INTRODUCTION OF SOME ATTRACTIVE SCHEMES: It is a very popular policy to improve the sale. Here the attractive scheme refers to the schemes which are emotionally attract the consumers towards the products like, buy a 2 Paneer and get a cup Dahi free, buy a milk and get 25gm Dahi free, etc. The period of such type of schemes are none at all, but they are very attractive and able to gain the interest of consumer. INTRODUCTION OF 90gm Plain Dahi: It is more important for CreamBell to introduce 90gm Plain Dahi like 90gm Sweet and Mango Dahi, because most customers don't want to buy 400gm Dahi and waste it, and as well as 400gm Cup Dahi @ Rs 40/- is expensive for little kids. “JUST ONE CALL”- It is a major initiative. We must be providing our consumers and retailers a hot number on which they can call any time and give their demand. Our delivery person will provide them free delivery at their home but order should be more than Rs. 300. PUBLICITY AT BUS STANDS AND BUSY METRO STATIONS: The boards and banners should be placed at major bus stands and vital metro stations of Kolkata. As there are not enough on dairy division.

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



PROVIDING FULL INFORMATION AT WEBSITE: The full information’s about the company and it’s all products should be provided at the website of our company. As there a ton of information and products are lacking in company website. Company should use brand ambassador which attracts each age segment i.e. Salman Khan, Amitabh Bacchan, Virat Kohli. etc.

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CONCLUSION As we know that Devyani Foods Industry is very big organization and market leader in food products. It has huge market share in FMCG, which are its main/core products. With the help of research, company can find out its week points in dairy product and can increase its market share through rectify mistakes. People have believed in Cream Bell’s product and they will accept its ice-cream also if effective actions were taken. The survey resulted into following conclusions: Cream Bell must come up with new promotional activities such that people become aware about Cream Bell’s dairy products like Paneer, Dahi and Milk etc. Quality is the dominating aspect which influences consumer to purchase CreamBell product, but prompt availability of product is lacking in some areas in Kolkata and promotional activities. Aggressive promotional activities will influence the consumer towards them and also leads to increase sales. In comparison to Cream Bell, the other players such as Amul, Mother Dairy, and red Cow provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Cream Bell dairy, but for the existence in the local market Cream Bell must use aggressive selling techniques.

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CHAPTER 5 APPENDIX AND BIBLIOGRAPHY

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APPENDIX

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BIBLIOGRAPHY

Internet Source 1. https://www.ibef.org/industry/fmcg.aspx 2. https://www.tofler.in/devyani-food-industrieslimited/company/U74899DL1991PLC046403#intimatewebsite 3. http://creambell.com/ Book Source 1. Marketing Management, Philip Kotler 14th Edition. 2. Research Methodology, C. R. Kothari Second Edition.

3. Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition.

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