TABLE OF CONTENTS

CHAPTER CHAPTER NAME CONTENTS PAGE

NUMBER NUMBER
I INTRODUCTION TO THE INTRODUCTION
STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE
STUDY
LIMITATIONS OF THE
STUDY
II INTRODUCTION OF ICE HISTORY OF ICE CERAM
CREAM AND
COMPANY’S PROFILE
MAJOR PLAYERS IN
MARKET
CONSUMTION OF ICE
CERAM IN INDIA
COMPANY PROFILE
III RESEARCH & DESIGN BASIS OF RESEARCH AND
METHODOLOGY DESIGN
IV FINDINGS & ANALYSIS ANALYSIS OF DATA
FINDINGS
CONCLUSION
SUGGESTIONS AND
RECOMENDETATIONS
V BIBLIOGRAPHY
VI ANNEXURE

INTRODUCTION

Comparative research, simply put, is the act of comparing two or more things with a
view to discovering something about one or all of the things being compared. This
technique often utilizes multiple disciplines in one study.

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 When it comes to method, the majority agreement is that there is no
methodology peculiar to Comparative research. The multidisciplinary approach is
good for the flexibility it offers, yet Comparative programs do have a case to answer
against the call that their research lacks a “seamless whole”.

There are certainly methods far more common than others in comparative studies,
however. Quantities analysis is much more frequently pursued than qualitative, and
this is seen in the majority of comparative studies which use quantitative data.

The general method of comparing things is the same for comparative research as it is
in our everyday practice of comparison. Like cases are treated alike, and different
cases are treated differently; the extent of difference determines how differently cased
are to be treated. The point here is that if one is able to sufficiently distinguish two
cases, comparative research conclusions will not be very helpful.

Secondary analysis of quantative data is relatively widespread in comparative

research, undoubtedly in part because of the cost of obtaining primary data for such
large things as a country’s policy environment. This study is generally aggregate data
analysis. Comparing large quantities of data is prevalent. A typical method of
comparing welfare states is to take balance their levels of spending on social welfare.

In line with how a lot of theorizing has gone in the last century,
comparative research does not tend to investigate ‘grand theories’, such as Marxism.
It instead occupies itself with middle-range theories’ theories that do not purport to
describe our social system in its entirety, but a subset of it. A good example of this is
the common research program that looks for differences between two or more social
systems, then looks at these differences in relation to some other variable coexisting
in those societies to see if it is related. The classic case of this is Esping-Anderson’s
research on social welfare systems.

He noticed there was a difference in types of social welfare systems, and compared
them based on their level of decommodification of social welfare goods. He found
that he was able to class Welfare states into four types, based on their level of
decommodification. She further theorized from this that decommodification was

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based on a combination of class coalitions and mobilization, and regime legacy. Here
Esping-Anderson is using comparative research: he takes many western countries and
compares their level of decommodification, then develops a theory of the divergence
based on his findings.

Comparative research is a research methodology in the social sciences that aims to

make comparisons across different countries or cultures. A major problem in
comparative research is that the data sets in different countries may not use the same
categories, or define categories differently.

Comparative research can take many forms. Two factors are space and time.
Spatially, cross-national comparisons are by far the most common, although
comparisons within countries, contrasting different areas, cultures or governments
also subsist and are very constructive, especially in a country like New Zealand,
where policy often changes depending on which race it pertains to. Recurrent
interregional studies include comparing similar or different countries or sets of
countries, comparing one’s own country to others or to the whole world.

The historical comparative model involves comparing different time-frames. The two
main choices within this model are comparing two stages in time (either snapshots or
time-series), or just comparing the same thing over time, to see if a policy’s effects
differ over a stretch of time. When it comes to subject matter of comparative
enquiries, many contend there is none unique to it. This may indeed be true, but a
brief perusal of comparative endeavors reveals there are some topics more recurrent
than others. Determining whether socioeconomic or political factors are more
important in explaining government action is a familiar theme. In general, however,
the only thing that is certain in comparative research issues is the existence of
differences to be analyzed.

CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to
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purchase, from where to purchase, and how much to purchase. In order to become a
successful marketer, he must know the liking or disliking of the customers. He must
also know the time and the quantity of goods and services, a consumer may purchase,
so that he may store the goods or provide the services according to the likings of the
consumers. Gone are the days when the concept of market was let the buyer’s beware
or when the market was mainly the seller’s market. Now the whole concept of
consumer’s sovereignty prevails. The manufacturers produce and the sellers sell
whatever the consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national
or international. The decision we make concerning our consumption behavior affect
the demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand
this.

Preference a concept in the social sciences, particularly economics. It assumes a

real or imagined "choice" between alternatives and the possibility of rank ordering of
these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility
they provide. More generally, it can be seen as a source of motivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of
the goods they buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its concentration
towards consumer preference.

COMPANY PROFILE : TOP’N TOWN

Top 'N' Town ice cream is manufactured by M/s. Fresh food products Limited. It is a
partnership firm established with and objective of running a unit manufacturing ice
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cream. All its partners are well educated and experienced. All the partners have a
major share in the company.

HISTORY OF THE ORGANISATION

M/s. Top 'N' Town was started in the year 1970. When there was not even a single ice
cream shop in Bhopal. The ice cream sale was through hawkers (the haw alas) only
that too of very low quality. Mr. BALCHAND KUKREJA aged about 50 years felt
the importance of good quality ice cream. Therefore, "MADHU ice cream from Agra
was bought and sold name 'Top 'N' Town in bitten market, Bhopal. Till the year 1985
there was only one shop selling ice cream throughout Bhopal. So, M/s. Top 'N' Town
becomes very popular throughout Bhopal.

Gradually the competition started, more and more ice cream were brought and sold in
Bhopal. Soon after, VADILAL, KWALITY, CREAMIE, etc. Entered the ice cream
market and the competition started.

M/s. Top 'N' Town which was selling MADHU Ice Cream still now, had to face tough
competition due to new entrants. M/s. Top 'N' Town which was selling MADHU Ice
Cream from Agra by the time, young sons of Mr. BALCHAND KUKREJA Mr.
PRAKASH and Mr. VIJAY seeing the tough competition and growing market for ice
cream felt an urgent need of having their own ice cream factory. So that more better
quality of ice cream with more varieties of ice cream

can be served to the consumers.

Hence, they decided to put up on an ice cream factory. All the machine were from
M/s. Capital

Refrigeration CO.Pvt.Ltd.New Delhi and homosizer, which is the remain part of ice
cream industry was imported from Italy. Now the problem came for the brand name.
Since the shop name M/s. Top 'N' Town was quite popular throughout Bhopal the
young directors decided to convert the shop name into production from 15 may, 1988.
As it was expected, due to the good quality and more verity the ice cream became
very popular and very soon Top 'N' Town premium ice cream was a leading ice brand

5
name in the Bhopal today in most the hotels, Restaurants, shop and at marriage
parties Top 'N' Town ice cream is served.

There are about 100 products in Top 'N' Town parlor, namely, pitsaw, sundae, Gay
lord, Din show's, Vanilla, Vadilal, feast Chooseble products, few of non the ice cream
products are choose by the consumer because the products are standard with cups,
cones and bricks.

Dinshaw's Dairy Foods (P) Ltd. is a Maharashtra Based Company Situated in Nagpur.
Dinshaws Aims to provide hygenic Products to its customers at an affordable Price.

Having More than 500 Outlets through out the country. In Bhopal It has 10 Outlets.
Dinshaw's

has expand in southern India in a phased manner starting with Karnataka.

Products are:

Novelties

Chocolate Bars

Cups

Home Packs

Cones

for Parlors Flavours

Kulfi

Sandwitch

Fruit Magic Tubs

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative

movement in India. It is a brand name managed by an apex cooperative organisation,
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in
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Anand town of Gujarat and has been a sterling example of a co-operative
organization's success in the long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development. Amul has spurred the White
Revolution of India, which has made India the largest producer of milk and milk
products in the world. It is also the world's biggest vegetarian cheese brand.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd,
chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul
brand and others. In January 2006, Amul plans to launch India's first sports drink
Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's
Gatorade.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with
an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million
producer members with milk collection average of 10.16 million litres per day.
Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and a few South African
countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has
fresh plans of flooding the Japanese markets. Other potential markets being
considered include Sri Lanka.

THE COMPANY PROFILE : DINSHAW

Early 1930s:
Two enterprising brothers, DINSHAW and ERUCH RANA, started
a small dairy business in Gittikhadan, on the outskirts of Nagpur. Their obsession
with quality and transparent business practices, brought prosperity and confidence to
the young businessmen. When opportunity knocked in the form of an Englishman
who suggested that they try manufacturing ice cream, the idea was readily translated
into reality. “DINSHAW’S ICE CREAM” was born in 1933 when Nagpurians came
to know the creamy, hand churned delicacy.

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INTIAL GROWTH

An alien concept, ice cream eating was considered a luxury, which

could only be indulged in, on very special days during the sweltering heat of
Nagpur’s grueling summer. The conviction of their ultimate success, and the vision of
these young entrepreneurs, far out weighed the difficulties of running a purely
seasonal business with its vagaries of demand . By mid forties, Nagpur’s gentry had
extended ice cream eating into the winter and the name DINSHAW’S had become
synonymous with the ice cream in Nagpur.

THE SECOND GENERATION GROWTH :

SAM DINSHAW RANA and JIMMY ERUCH RANA put on the
mantles of their august fathers. Burning with the same zeal to succeed, the same
uncompromising attitude towards quality and service, the Rana cousins struck out for
wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to
replace the cattle pounds. The dairy business gracefully gave way to its prospering
offspring , the ice-cream business.
The magic of” “DINSHAW’S goodwill spawned a net work of
enthusiastic dealer-franchises all over central India, where DINSHAW’S enjoy near
monopoly even today.
Success breeds Success. The sound business principles of the
founders, which gave them their initial success, became the foundation of
DINSHAW’S business edifice. Quality consciousness went beyond the quality of
relations with employees, business associates and its ultimate consumer. By 1987
DINSHAW’S was known in central India as not only the company, which made the
best ice creams, but also the company that built best relations.
Persistent efforts from prospective distributors and dealers of other
areas and greater demand for varieties from existing areas forced DINSHAW’S to
expand its manufacturing capacities. Imported continuous freezers expand plants and
storage facilities wide with market demand.

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 By 1989 cold storage depots had sprung up in Raipur, Jabalpur,
Indore, Akola, Aurangabad, Pune, Hydreabad, Guntur and Vishakhapatnam more by
pressures of demand than by design. Consumer appreciation for its products and for
its credo of “VALUE FOR MONEY” forced continuous expansion and
modernization of manufacturing capacities which today are to the tune of 35000
Liters of ice-cream per day. By 1990 the business was experiencing difficulty in
getting regular supplies of good quality to need its ever-increasing needs. The
obstacles were turned into an opportunities to diversify into Diary business.
The firm had turned full circle by coming back to its parent business of Diary
which today has a capacity to process and pouch 1lac liters of Milk per day. The
citizens of Nagpur who were dependent only on milk supplied by Government Milk
Scheme and local vendors welcomed the supply of standardized quality milk and
DINSHAW’S became the first branded milk to be sold in Nagpur.
Being a responsible corporate citizen and being aware of the needs of
protecting its environment, DINSHAW’S have invested more than Rs.70 lakhs in an
Effluent Treatment Plant, which is a model for any industry of its size. As in all
other areas, Dinshaw’s foray in Bombay has been on a low key. DINSHAW’S have
been able to grow in the face of competition from national and multinational giants of
the industry because of the inherent strength of its products, policies and people.

PRODUCT PROFILE
Product is the first of the four P’s of the marketing , Though each of the four p
has its unique position in the marketing mix of the firm , product has a very special
position as it constitutes substantive elements in any marketing offer . The other
elements of marketing price and promotion are normally employed to make product
offering unique and distinct . Product is the number one weapon in the marketing
arsenal.
Dinshaw's has wide range of products from scoop to family packs .
Type Quantity
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 Cups 50 ML.
Fundae
Strawberry
Vanilla

Big Cups 100 ML.

Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla

Bars
Ice Lolies 50 ML.
Heart Beat 100ML
Tripple Treat 100 ML
Champ Chocobar 100 ML.
Chocobar 100 ML.
Kulfi 100 ML.

Take Home Packs

Family Tubs 500 ML.
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal
King Alphanso
Fruit Overload

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 Choco Chips
Butter Scotch
Pineapple Supreme
Smart Packs 400 ML. & 900 ML
Smart Raspberry .
Smart Mango Tago
Family Packs 500 ML.
Vanilla
Starwberry
Pista
Party Packs 1000 ML
Kesar Pista
Butter Scotch
3 in 1
Strawberry(33% extra)
Vanilla (33% extra)
Log 750 ML.
Lamour
Club Pack 2 Ltr.

Novelties

Sundaes
Maha Sundae 150 ML.
Butter Scotch 100 ML
Mocha Almond 100 ML
Fruity Fundae 100 ML
Novelties 150 ML.
Cassatta
Flora Kulfi
Yorker

Cones

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 Carnival 120 ML.& 60 ML.
Butter Scotch
Choco chips
Orange city
Badam Roasted

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning
takes place. How individuals learn is a matter of interest to marketers. They want to
teach consumers in their roles as their roles as consumers. They want consumers to
learn about their products, product attributes, potential consumers benefit, how to use,
maintain or even dispose of the product and new ways of behaving that will satisfy
not only the consumer’s needs, but the marketer’s objectives.

The scope of my study restricts itself to the analysis of retailer’s preferences,

perception and consumption of various brands of ice cream. There are many other
brands of chocolates available but my study is limited to two major players of
chocolates leaving behind the others.

OBJECTIVES OF THE STUDY

 To compare the various brands of ICE Cream Companies on the basis of

Retailer Survey.

 To know the factors influencing the sales of Ice Creams.

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  To know the need of retailers.

LIMITATIONS

 The respondents were limited and cannot be treated as the whole population.

 The respondents may be biased.

 Time was the major constraint.

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  The accuracy of indications given by the respondents may not be considered
adequate.

RESEASRCH METHODOLOGY

This research was of descriptive type.

The problem for this research was non-operating in nature. The data
both primary and secondary data, the source was 50 respondents for primary data. For
the proper analysis of data simple statistical techniques such as percentage were use.
It helped in making more accurate generalization from the data available.

For the proper analysis of data simple statistical techniques such as percentage were
use. It helped in making more accurate generalization from the data available. The
data, which was collected from a sample of population, was assumed to be
representing entire population was interest.

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 SAMPLE DESIGN

The method used for sample technique was random sampling method. This method
was used because it was not know previously as to whether a particular person will be
asked to fill the questionnaire.

Considering the constraints, it was decided to conduct the study based on sample size
of 50 retailers from Indore Region. Scientific method was not adopted in this study
because of financial constraints and also because of lack of time.

TOOLS USED

To know the response, the questionnaire was used the research

methodology in sample survey. If one wishes to find what people think or know, the
logical procedure is to ask them. In this method questionnaire were distributed to the
respondents and they were asked to answer questions in the questionnaire. The
questionnaire, were non-disguised because the questionnaire were constructed so that
the objective is clear to the respondent. The respondents were aware of the objective.
They knew why they were asked to fill the questionnaire.

Statistical tools used are:

 Percentage method

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  Tabulation of Data

Softwares used are :

 Microsoft Excel for tabulation Purpose.

 Microsoft Word for report Writing.

DATA ANALYSIS & INTERPRETATION

Que. 1:- Which brands of Ice Cream are available in your shop?

Option Top-N-Town Amul Dinshaws Vadilal Other Brands

% of Respondents 40 9 25 10 16

Interpretation:

40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are
selling Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream
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 and 16% of the retailers are selling other brand of Ice Creams. Hence high
availability shows Top-N-Town’s popularity in Bhopal.

Que. 2:- Reason for Selling a Particular Brand of Ice Cream?

Option Margin Demand Credit Time Other Reasons

% of Respondents 18 36 24 16
Interpretation:

36% of the respondents are selling particular brand of Ice Cream because of its
demand, 18 % of the respondents are selling a particular brand of Ice Cream because
of the margin, 24% are selling because of credit time.
Que. 3:- Rate the Margin Provided?

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 40 20 10 22 26
Satisfactory 54 48 15 30 38
Average Satisfactory 6 24 40 32 30
Dissatisfactory 0 6 20 16 6
Highly Dissatisfactory 0 2 15 0 0

Interpretation:

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 40 33 15 28 22
Satisfactory 53 32 35 40 46
Average Satisfactory 4 30 40 26 24
Dissatisfactory 3 5 5 6 6
Highly Dissatisfactory 0 0 5 0 2

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Margin Provided by Top-N-Town is highly rated hence it is the best as compared to
other Companies if we are talking about Margin.
Que. 4:- Rate the quality of the Ice Creams?
Interpretation:

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 38 30 15 21 27
Satisfactory 56 44 30 48 40
Average Satisfactory 4 26 40 26 26
Dissatisfactory 2 0 10 4 7
Highly Dissatisfactory 0 0 5 1 0

40% of the respondents say that quality of Top-N-Town Ice Cream is Highly
Satisfactory, others are averagely rated by the retailers. Quality may be a major factor
in Top-N-Town’s popularity.

Que.5:- Rate the Credit Policy?

Interpretation:

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 38 28 20 22 26
Satisfactory 50 40 40 46 42
Average Satisfactory 6 26 30 26 28
Dissatisfactory 6 6 5 4 4
Highly Dissatisfactory 0 0 5 2 0

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56% of the respondents say that Credit Policy of Top-N-Town is Satisfactory, other
companies are averagely rated by the retailers in terms of their credit policy.
Que. 6:- Rate the distribution System of the company ?
Interpretation:

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 40 22 15 28 26
Satisfactory 54 46 25 32 48
Average Satisfactory 4 24 30 24 26
Dissatisfactory 2 6 20 14 0
Highly Dissatisfactory 0 2 10 0 0

50% of the respondents say that distribution system of Top-N-Town is Satisfactory,

other companies are averagely rated by the retailers in terms of their distribution
system.

Que. 7:- Rate the Promotional Material?

Interpretation:

Option Top-N-Town Dinshaw Vadilal Amul Others

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Highly Satisfactory 42 20 15 32 28
Satisfactory 52 48 30 30 40
Average Satisfactory 6 24 35 22 26
Dissatisfactory 0 6 15 16 6
Highly Dissatisfactory 0 2 5 0 0

Promotional Material provided by Top-N-Town is best as compared to other

companies.
Que. 8:- Rate the Schemes of the company?

Interpretation:

Being a Local Ice Cream Manufacturer Top-N-Town is best in terms of its schemes.

Option Top-N-Town Dinshaw Vadilal Amul Others

Highly Satisfactory 40 20 15 23 26
Satisfactory 54 48 30 30 38
Average Satisfactory 5 24 35 32 30
Dissatisfactory 1 6 15 16 6
Highly Dissatisfactory 0 3 3 1 0

Que. 9:- Rate the replacement policy of the company ?

Interpretation:

Replacement Policy of Top-N-Town is more satisfactory as compared to other

companies.

OBSERVATIONS & FINDINGS

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40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are selling
Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream and 16%
f the retailers are selling other brand of Ice Creams.
36% of the respondents are selling particular brand of Ice Cream because of its
demand, 18% of the respondents of the respondents are selling a particular brand of
Ice Cream because of the margin. Margin Provided by Top-N-Town is best as
compared to other Companies 40% of the respondents say that quality of Top-N-
Town Ice Cream is Highly Satisfactory; others are averagely rated by the retailers.
40% of the respondents say that quality of Top-N-Town Ice Cream is Highly
Satisfactory; others are averagely rated by the retailers. 56% of the respondents say
that Credit Policy of Top-N-Town is Satisfactory, other companies are averagely rated
by the retailers in terms of their credit policy.50% of the respondents say that
distribution system of Top-N-Town is Satisfactory; other companies are averagely
rated by the retailers in terms of their distribution system Promotional Material
provided by Top-N-Town is best as compared to other companies. Being a Local Ice
Cream Manufacturer Top-N-Town is best in terms of its schemes. Replacement
Policy of Top-N-Town is more satisfactory as compared to other companies.

CONCLUSION

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40% of the respondents surveyed are selling Top-N-Town Ice Cream, 9% of the
respondents surveyed are selling Amul Ice Cream, 25% of the respondents are selling
Dinshaws Ice Cream, 10% of the respondents are selling Vadilal Ice Cream and 16%
of the retailers are selling other brand of Ice Creams.

Top-N-Town marketing strategy is better than all the players. It is providing quality
products, more margin attractive promotional materials.

The credit Facility provided by Top-N-Town is also very satisfactory as compared to

other companies.

Distribution system and Damage policy of Top-N-Town is also very attractive. Thus
on the basis of research we can say that Top-N-Town has a competitive over other
brands.

SUGGESTIONS

REPRESENTATIVES

o Visit at each and every retail shop.

o Regular visits every week should be there.
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RESEARCH/ SURVEY
o More emphasis on research and survey
o Better understanding of market demand

o More emphasis on product diversification

PROMOTIONAL ACTIVITIES

 Promotional activities for sale should be increased.

 Promotional activities like posters, dangler, and hoardings should
be enhanced.
 T.V. advertisements should be increased.
 Local newspaper advertisement should be there i.e. advertisement in Dainik
Bhaskar, Nai Duniya, etc.

SERVICES

o Damaged product should be taken care of efficiently and seriously.

o Machine & Refrigerator must be provided to the retailers.

BIBLIOGRAPHY

Books:-

o Kotler Philip “Marketing Management” prentice Hall of India Pvt. Ltd.

New Delhi,1999

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 o Kothari, CR “Research Methodology” vishwa publication, New Delhi,
2001.

Websites:-
o www.yellowpages.webindia123.com

o www.amul.com

o www.vadilalgroup.com

o www.smpsahd.com/smps3d/dinshawsdairyfoods.htm

o www.wikipedia.com

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