Beruflich Dokumente
Kultur Dokumente
BATCH: 2012-14
Table of Contents
1.1 EXECUTIVE SUMMARY............................................................................................................... 2 1.2 DIFFERENCE BETWEEN ICE CREAMS AND FROZEN DESSERT ..................................... 2 1.3 DIFFERENCE BETWEEN GELATO AND ICE CREAMS ....................................................... 3 1.4 DEFINITION OF GELATO FOR THE PURPOSE OF STUDY .................................................... 3 1.5 BACKGROUND .............................................................................................................................. 3 1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE .................................................................. 3 1.5.2 GURJAR RESEARCH ASSOCIATES: ABOUT US ............................................................... 4 1.6 EXISTING ICE CREAM MARKET IN MYSORE ......................................................................... 4 1.6.1 BRANDS AVAILABLE IN MYSORE ..................................................................................... 4 1.6.2 ICE CREAM PARLOURS ........................................................................................................ 5 1.6.3 GELATO MARKET .................................................................................................................. 5 1.7 RESEARCH OBJECTIVES ............................................................................................................. 5 1.7.1 ORGANISATIONAL CONTEXT ............................................................................................ 5 1.7.2 OBJECTIVES ............................................................................................................................ 6 1.8 RESEARCH DESIGN ...................................................................................................................... 6 1.9 FIELDWORK/ DATA COLLECTION ............................................................................................ 6 1.9.1 TARGET POPULATION .......................................................................................................... 6 1.9.2 DATA COLLECTION .............................................................................................................. 7 1.10 DATA ANALYSIS ......................................................................................................................... 8 1.11 REPORTING .................................................................................................................................. 8 1.12 COST AND TIME .......................................................................................................................... 8 1.13 DUMMY TABLES ......................................................................................................................... 8 1.14 IRP TABLE .................................................................................................................................. 10 1.15 QUESTIONNAIRE ...................................................................................................................... 11
SDMIMD, Mysore 1
SDMIMD, Mysore 2
Business Research GRA Ice creams are further categorized based on the amount of milk fat it has while frozen dessert can be a lot of things
1.5 BACKGROUND
1.5.1 BLUE FOODS LIMITED: COMPANY PROFILE
Incorporated in September 2000, Pan India Food Solutions Private (Blue Foods) commenced its operations in Mumbai and fast expanded its orbit covering other major cities across India. Being one of the leading players in organized retail restaurant business, Pan India Food Solutions Private Limited currently dominates approximately 2,01,460 sq ft of food and beverage operations through its brands: Spaghetti Kitchen Copper Chimney Gelato Italiano The Coffee Bean & Tea Leaf Bombay Blue Noodle Bar Food Courts Food Talk and Spoon Penne
SDMIMD, Mysore 3
Business Research GRA The companys expansion map has an aggressive strategic roll out plan, which aims to initiate many more Restaurants, Gelato Parlours and Food Courts across India in the next 12 18 months. Over the course of a decade, Pan India Food Solutions Private Limited (Blue Foods) has expanded its presence to cities across the country through a mix of owned and franchise model. By offering a wide range of options for diningbe it a value for money destination or fine dine restaurant Pan India Food Solutions Private Limited reaches out to customers from different walks of life. One of the early movers in the largely unorganized Indian restaurant market, Pan India Food Solutions Private Limited established a scalable national presence. In the Indian milieu, it is one of the few companies to have brands and the platform to achieve country-wide scale and be profitable at the same time.
2 3
5-80 5-210
SDMIMD, Mysore 4
Business Research GRA 4 Amul Ice-creams Brick, Candy, Cup, Stick Ice-creams, Sundae, Dessert Ice creams (cakes), Exotic flavoured icecreams Brick, Candy, Stick, Cup Brick, Candy, Stick, Cup, Sundae Brick, Candy, Stick, Cup Brick, Candy, Stick, Cup 5-180
5 6 7 8
Business Research GRA Galeto Italiano through a market research to expand its operations in Mysore city. The objective of the company is to evaluate the market potential for Blue Foods in Mysore for its Gelato Italiano Brand on an owned model basis.
1.7.2 OBJECTIVES
The overall objective is to evaluate the market potential for Blue Foods in Mysore for its Gelato Italiano Brand on an owned model basis. Gelato Italiano is a dessert brand targeted at health conscious consumers of India with its 96% fat free ice creams and yogurts. They have presence in major cities like Delhi NCR, Bangalore, Mumbai, Kolkata, Hyderabad and Pune. The following are the sub objectives of the research: To understand the consumer buying behaviour for ice creams, in Mysore To briefly study the existing ice-cream and gelato market in Mysore To test the awareness of the consumers about healthy dessert-options To evaluate consumer acceptance of a health conscious ice cream To study and analyse the competitors
Business Research GRA consist of graduates, post graduates and above, office goers will basically consist of people in the age group of 25 to 55 years, homemakers will consist of unemployed females in the age group of 25 to 55 years and Senior Citizens will consist of both males and females above 60 years of age. The population considered is basically from urban and Semi-urban areas of Mysore as the product is health conscious ice creams and the company wants us to evaluate the market potential in urban and semi-urban areas. Sample Size: The proposed sample size is as per the table given below. The technique used for sampling is Cluster Sampling (units in the population can often be found in certain geographic groups or clusters), a part of Random Sampling. SAMPLING FRAME School Students College Students Office Goers Homemakers Senior Citizens 30 50 50 15 15 TOTAL SAMPLE
SDMIMD, Mysore 7
Business Research GRA Field Staff: To conduct the market survey we have 6 extremely qualified interviewers from a premier B-school.
1.11 REPORTING
Following the qualitative section of the research, an interim report will be submitted, followed by a meeting with the client to discuss the next stage of the research. A formal presentation of all the findings of the research along with the conclusion will be provided at the end of the research. The responses of the respondents can be provided on request.
SDMIMD, Mysore 8
Business Research GRA 2) Dessert Preference based on Gender Gender Male Female Dessert Preference Ice Cream X X Yogurt X X Gelato X X Sorbet X X
3) Dessert Preference based on Income Levels Dessert Preference Ice Cream X X X X Yogurt X X X X Gelato X X X X Sorbet X X X X
4) Dessert Preference based on age group Dessert Preference Ice Cream X X X X X X Yogurt X X X X X X Gelato X X X X X X Sorbet X X X X X X
Age Group <15 years 15-20 years 20-30 years 30-40 years 40-50 years 50 years and above
5) Chi square analysis for Income level and purchase intention Purchase Intention Income Level No Intention Low Intention High Intention <10,000 10,000X X X X X X Very High Intention X X X X Certain
SDMIMD, Mysore 9
SDMIMD, Mysore 10
1.15 QUESTIONNAIRE
Date:_________________ Dear Sir/Madam, We the students of SDM Institute for Management Development, Mysore are conducting a market research to understand your buying behaviour for ice creams and evaluate your awareness about health conscious dessert options. Kindly extend your cooperation in filling this questionnaire and enable us in doing the research successfully. 1. Do you like ice creams?
Yes No
(If Yes, Proceed further, else Thank you for your valuable time.) 2. Which is your favourite ice cream flavour? 1- Most preferred Flavours Vanilla Chocolate Strawberry Butterscotch Fruit flavour Coffee Others (Please mention) 1 2 3 4 6- Least preferred 5 6
Stick Tub
4. How often do you eat ice creams?
Everyday Once in a week Twice in a week More than 2 times Once in a blue moon (Rarely)
5. You buy ice cream because of (Tick the appropriate) Strongly Disagree Flavour Price Brand name (Ex. Amul, Baskin Robbins etc.) Proximity Offers & Advertisements Quality of Service Disagree Neutral Agree Strongly Agree
6. Which brands you prefer? 1 Most preferred Brand Ranks SDMIMD, Mysore 12 Nandini Joy Ice creams Kwality Walls Amul 8 Least Preferred MTR DairyDay Avin Hangyo
Supermarket Ice Cream Parlour Retail Outlets Ice Cream Cart/Vehicle Restaurants Others (Please mention) ______________
8. Purpose of visit to an ice cream parlour?
Social events (birthdays, anniversaries etc.) Hang out with friends Shopping out with family Exclusively for ice cream No special purpose
9. In groups of how many you usually visit an ice cream parlour?
SDMIMD, Mysore 13
Yes No
(If yes, proceed further; else go to question no. 16) 11. Which all brands of Gelato you have heard of?
14. Would you like to prefer Gelato over Normal Ice cream?
SDMIMD, Mysore 14
16. Would you like to have a healthy Dessert Option like Gelato, in Mysore?
Yes No
(If yes, proceed further; else go to question no. 19) 17. Are you willing to purchase Gelato Italiano desserts if available in Mysore?
Less than Rs. 40 Rs. 40 to 60 Rs. 60 to 80 Rs. 80 to 120 Price not an issue!!
19. Name:_______________________________________________________________ 20. Age:________________________________________________________________ 21. Gender:_____________________________________________________________ 22. Adress:_______________________________________________________________ _____________________________________________________________________ 23. E-Mail:______________________________________________________________ 24. Phone No:____________________________________________________________ 25. Occupation:___________________________________________________________ 26. Household monthly income (Tick, if applicable)
<10,000
SDMIMD, Mysore 15
SDMIMD, Mysore 16