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

1
 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

2
 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 Navi-
Mumbai 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:

4
 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

8 Market survey

9 Data Analysis and Interpretation

10 Findings, Limitation and Conclusion

11 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.

8
 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.

9
 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.

10
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 ice-
cream, 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 festival-
oriented 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.

11
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. milk-
based 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 eating-
out, 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.

12
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

14
 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

15
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

16
3.3 Mile Stones

17
 4. PRODUCT INFORMATION

4.1Various Variants of Pastonji ice-creams

BARS

PACKS CANDIES

NOVALITIES
ICE CONES
CREAMS

KIDZS
CUPS
CATCH

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

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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

26
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

27
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).

28
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.

29
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.

30
 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.

31
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.

32
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

33
7.MARKET DATA

7.1.Airoli

no of retailer’s & horeca Move on Follow up

31 14 17

45%
follow up
move on
55%

34
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%

36
7.4.NERUL EAST

No of retailers & horecas Move on Follow up

28 20 8

29%

follow up
move on

71%

37
7.5 Ulwe and belapur

No of retailers & horecas Move on Follow up

24 16 8

33%

follow up
move on

67%

38
7.6 DISTRIBUTOR DATA

DISTRIBUTOR OWNER CONT AREAS COVERED

ACT
NO
AVNESH YOGESH (AIROLI,GHANSOLI,KOPERKHAIRNE,TURBH
ENTERPRISE NIRMAL E,
SANPADA,VASHI-JUHUGAON-
KOPRI,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

39
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
Pastonji

40
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%

41
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%

42
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%

43
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%

44
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?

----------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------

45
9.DATA ANAYLSIS AND INTERPRETATION

 RETAILERS ALL BRAND SALE PERCENTAGE IN NAVIMUMBAI

Sales

8%
11%
34%

CREAMBELL
19% HAVMOUR
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

46
 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.

47
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.

48
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

49
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.

50
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.

51
 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. Hoarding ( )
b. Television ( )
c. Newspaper ( )
d. Pamphlets ( )

52
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 ( )

53
54