Professional Documents
Culture Documents
Guided By:
Prof. Sayan Banerjee
ABOUT THE ORGANIZATION
COMFED was established in 1983 by the Government of Bihar to co-ordinate the work
of various local milk union
It facilitates the Procurement, Processing and Marketing of the produced Dairy product
The daily milk procurement is 274 million liters from 2600 farmers committee from five
districts (Patna, Barauni, Saran, Vaishali, Nalanda)
The product range include Milk, Peda, Paneer, Ice-Cream, Curd, Ghee, Butter, Lassi,
Sweets etc.
SUDHA ICE-CREAM
The ice-cream production started in 1995, after gaining production knowledge from packing
and producing Amul products
When Sudha entered the market, several competitors were already there like Amul, Kwality
walls, Vadilal etc
Currently, Sudha has more than 35 flavors, and is available in 40% of the Sudha shops
In which branded market has 40% share and unbranded has 60% share
There are 15 brands of ice-cream available: 1 is International, 6 National and rest are Local
brands
STRATEGIES
STRATEGY OF SUDHA ICE-CREAM
Sudha is using Penetration Pricing Strategy
It came up with 5 rupees ice-cream in the market
Low Pricing Strategy proved beneficial to Sudha & made its ice-cream popular in the
market
AMUL’S STRATEGY: Low cost pricing or Penetrative Pricing strategy and Making creative
advertisement campaign
KWALITY WALLS’ STRATEGY: Advertising its Cornetto Cone hugely using celebs such as
Yami Gautam and Siddhartha Malhotra.
VADILAL’S STRATEGY: The Company use T.V, Print Media, and Bill Boards to advertise their
product on a large scale.
• They also sponsor food shows, contests which helps them to spread awareness of their brand.
• They provide free of cost deep freezer to the retailers for selling their ice creams
CREAMBELL’S STRATEGY: Better market reach, Supply products in time, It has its own
deep freezer available in every shop.
GOLDEN’S STRATEGY: Provide incentives and bonuses, They made their ice-cream available
at large scale.
• PRIMARY OBJECTIVE
To Study the Present Scenario of Sudha Ice-Cream and its Competitors in Patna
To Study the Strategies of some of its competitors to increase the sale of Sudha ice-cream
• SECONDARY OBJECTIVE
To identify The Problems related to the Sales of Sudha Ice-Cream
To find out the competitors position in the market
To know the factors responsible for the sale of any ice-cream brand
To find out the market presence of all the ice-cream brands in Patna
RESEARCH METHODOLOGY
RESEARCH DESIGN:
The Research Design: Combination of Exploratory & Descriptive Research
Exploratory Research: To gain the insights of the problem (related to sale & purchase of ice-
cream)
Descriptive Research: To explore the market, different ice cream brands, and taste &
preferences of consumers regarding ice cream
PRIMARY DATA: Collected through market survey with the help of questionnaire and
interview (for retailers & consumers)
90
95
80
89
70
60
76 72
50 64
40
56
30
20
10
7
0
Q. On an average, how many people purchase ice-cream from your shop daily?
30-40
Above 40 80%
Above
40 30-40 20%
Q. How many flavors of Sudha ice cream do you keep in your store?
Less than 4 13 And Above 3%
13 And
Above 10-12 43%
4 to 6
7-9 29%
10 to 12
4-6 20%
7 to 9 Less than 4 5%
Only 40% of the Sudha retailers and booths sell Sudha ice cream. That means, the market
presence of Sudha ice cream in Patna is less in compare to other ice cream brands.
Most preferred ice cream brands are Creambell, Kwality walls and Vadilal .
Reason: Creambell and Vadilal provide FREE DEEP FREEZERS to the retailers, Kwality walls has
huge demand in market
Almost all the retailers felt problem while replacing their ice creams. They said the company
does not take back defective ice creams.
Very few retailers keep all the ice cream flavors/variety in their shops.
Most of the retailers apart from Sudha booths said that the distributors never comes here to
take orders.
Almost all the Sudha retailers said that their margins are very less as compared to others. Also
they are not given any incentives/bonuses
Most of the retailers said that they have to bear heavy losses due to the
high electricity bill of deep freezers.
YES 98%
NO 2%
YES
Q. How often do you eat ice- cream?
60 57
50 48
40
30 21
20 29
10
0
Super Markets
Ice Cream
Parlors Vendors
Local Shops
Q. Which factor do you take into consideration while purchasing an ice cream?
Baskin-Robbins
9% Vadilal
Creambell
16%
Snow Ball 15%
5%
Treat
4%
Q. Most of the time you become aware about a new ice cream flavor/brand through:
Others
Television 35%
Social Media
Television
Radio 3%
News Paper 12%
Bill Boards 8%
Leaflets
Magazine 10%
Magazine Radio Leaflets 7%
Bill Boards News Paper Social Media 22%
Others 3%
Q. Have you ever tried Sudha Ice- creams?
Yes
No
YES 82
NO 18
Q. Do you consume Sudha ice-cream frequently? If not, then what is the reason behind this?
Other 2.2
0 10 20 30 40 50 60
Q. Which is your favorite flavor?
Vanilla 16%
Tutty Fruity Other
Vanilla Chocolate 25%
Butterscotch
Kesar Pista 24%
Chocolate
Butterscotch 28%
Kesar Pista
Tutty Fruity 4%
Others 3%
Q. In which aspect do you think Sudha Ice-cream needs improvement?
Other Price
Freshness/Hygiene Price 7%
Quality 24%
Quality Availability 38%
Taste
Taste 24%
Freshness/Hygiene 5%
Availability Others 2%
OBSERVATIONS & INFERENCES
Majority of youngsters in Patna prefers ice cream
56% of the consumers prefer to eat ice cream once in a week from ice cream parlour
The most preferred ice cream brands among the youngsters are Amul, Kwality walls, Vadilal
and Creambell
More than 80% of the people said that they have tried/ tasted Sudha ice cream.
More than 50% of people said that they become aware about any new flavor/brand of ice
cream through TV and Social Media.
The most preferred Sudha ice cream flavors are Kesar Pista, Butterscotch and Chocolate.
The main reason for people not consuming Sudha ice cream
regularly is: Unavailablity of Sudha ice cream in nearby shops
Also, some of them said that they are not sure about the
quality of ice cream served.
Distributors should also take orders from General & Confectionary stores.
They can advertise their ice cream using T.V, Radio and Social Media. They can also have large
billboards, hoardings & banners in different areas/parts of the city
Sudha can make their push carts available near Multiplex, Gandhi Maidan, Parks & Gardens, to
attract the visitors
Sudha should sponsor food shows and events. They can also put their stalls near colleges,
specially during fests/events.
Sudha can make deals with Parks, School/College Canteens to sell Ice cream for good
commission with their lunch package
Sudha can let their customers know about their production and packing process through a
short video.
Apart from sales margins, bonuses and incentives can be given to the Retailers and Distributors
to motivate them to sell more
Retailers should be given some security money or discounts to purchase their own deep
freezers
Sudha should revise the margins given to the retailers and distributors, compare to the other
local brand
LIMITATIONS OF THE STUDY
Some of the retailers did not provide their sales data
Some distributor’s behaviour was not good. They directly refused to provide the details
Most of the retailers refused to answer the questions when asked. Due to customers inflow,
they asked me to come later and that caused lots of problem
Not all the General Stores and shops of Patna were covered during the internship.
REFERENCES
o http://www.sudha.coop/
o http://bit.do/eoRN
o https://business.mapsofindia.com/top-brands-india/top-ice-cream-brands-in-india.html
o http://www.ajtmr.com/papers/SplIss1/SplIss1_4.pdf
THANK
YOU !!!
LEARNINGS FROM THE SIP
Always Update Yourself
Be Flexible
Talk Professionally
Patience
Developed Problem Solving & Decision Making Skills