Market survey on Ice cream

Market survey

Market survey is any organized effort to gather information about target markets of customers in a very
important component of business strategy

Market research is one of the key factors used in maintaining competitiveness over competitor market survey
provide important information to identify and analyze the market need size and competition

It includes social and opinion research in the systematic gathering and interpretation of information about
individuals and organizations using statistical and analytical method of techniques of the applied social science
to gain insight or support decision making.

Market survey is the study of the spending characteristics and purchasing power of the consumers who are
within your business geographic area of operation. It can help to get accurate information about the customer
and competitors which is a critical part of shortening or expanding your business

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ICE CREAM

Ice cream is a sweetened frozen food typically eaten as a snack or a desert it is usually made from dairy
products such as milk or cream and often combined with fruits or other ingredients and flowers. Its typically
sweetened with sugar or sugar substitutes.

Why Ice cream industry?

Indian ice cream industry is one of the fastest growing sectors of the dairy or food processing industry.
Currently the cream market in India is estimated to be INR 4000 crores and is growing and is growing with a
SUK of 15- 20 % year on year.

As India is a diverse country with divers’ weathers, ice cream is demanded especially in hot regions. In India
the ice cream industry is mostly regional and there is a multitude of brands focusing on only one or two
distinct or in same state the growing opportunity in the sector has been investigated.
EXECUTIVE SUMMARY

The report was commissioned to examine the product and prospects with the help of a survey. The survey was
conducted 20 respondents with the help of filling up of questionnaires online.

Based on the survey conducted a conclusion can be drawn that due to changing lifestyle, the eating habits of
the society are also getting changed hence ice cream are becoming a great part in our everyday life. Thus in
the near future there will be a great expansion and drastic growth in the ice cream with great variation.

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COMPETITIVE BRANDS IN INDIA

Baskin Robbin is an American chain of ice cream and cakes specialty shops restaurants; it was founded in 1945
by burl Baskin and IRV Robbins in California. It is the worlds largest chain of ice cream specialty shops.

The company is know for its 31 flavors slogan with the idea that a customer could have a different flavor every
day for a month

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AMUL mil union limited or Amul is an Indian Dairy cooperate based at Anand in Gujrat. Amul has its wide range
of ice creams made from pure milk and best ingredients

The various ice creams are

1) Epic
2) Amul Flaavyo
3) Amul fruit and nut
4) Amul various flavor ice cream
5) Amul cornetto

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MOTHER DAIRY

Mother Dairy was commenced in 1984 as a wholly owned subsidiary of National dairy development
board (NDDB). Mother dairy flavored ice cream captures all the mother dairy goodness of mother
dairy fresh milk combined with special flavors chocolate keser eliche and vanilla. The ice cream is
refreshing and captures the great taste of unique flavours without being heavy or too filling
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Kwality Walls is a frozen dessert brand by the Indian consumer's
company Hindustan Unilever it is a major producer of frozen
dessert production in India Bhutan Indonesia and Malaysia

the various ice creams of Kwality Walls are

1) Kesar Pista
2) Swints
3) Choco chips
4) Fruitier and many more common flavours

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SWOT ANALYSIS

STRENGTH

variety of ice cream flavours

innovative Frozen Food

strong market share in India

high profitability

Unique and low-cost resources

high demand and market share

technical manpower

Increased variety

high-quality image and high-quality products

good characteristics and appearance

WEAKNESS
High price

less market share in rural areas

inadequate infrastructure facilities

 lack of adequate quality control and testing protocol

Low packaging aesthetics

perishability

problematic distribution

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OPPORTUNITIES

value addition

-new products

-complete utilization of resources

export potential

increased production due to the new installation of Technology

social media

new emerging markets

reinvesting

THREATS

competition

new economy or slow economy

substitute habits

commodity prices
the unorganized sectors

adulteration

increasing population

difficult to expand