A PROJECT REPORT

ON
PRODUCT ACTIVATION OF
CREAMBELL DAIRY IN KOLKATA

BY
CHANGTEY MOMIN
ROLL NO: 12900917089
REGISTRATION NO: 171290710087 OF 2017 – 2019

DONE AT
DEVYANI FOOD INDUSTRIES LIMITED
UNDER THE SUPERVISION
OF
Mr BISWARUP CHATTERJEE
ASSISTANT PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES
BHARATIYA VIDYA BHAVAN INSTITUTE OF MANAGEMENT AND
SCIENCE
SALT LAKE, KOLKATA
(AFFILIATED TO MAKAUT, WEST BENGAL)

1
 TABLE OF CONTENTS

Acknowledgement………………………………………………….…i
Student Declaration………………………………………………...…ii
Authorisation of Creambell………………………………………......iii
Authorisation of Principal………………………………………...…..iv
Authorisation of Guide……………………………………………......v
Executive Summary………………………………………………......vi
CHAPTER 1: Introduction…………………………………………………….…1-5
1.0 Introduction………………………………………………………..2
1.1 Overview of FMCG Industry in India………………………….….2
1.2 Company History and Profile……………………………………...3
1.3 Corporate Overview Fact sheet……………………………………3
1.4 Company Vision………………………………………………...…5
1.5 Rewards and Recognition………………………………………….5
1.6 Competitors……………………………………………………...…5
CHAPTER 2: Product Activation and Research Methodology…………….….6-12
2.0. Objective and Scope of Study…………………………………….7
2.1. Required Information………………………………………….….7
2.2. Product Activation……………………………………………...…8
2.3. Research Methodology……………………………………….….10
2.4. Research Instrument Used - Details & Why?.................................10
2.5. Sampling Technique Used & Sample Size - Why?........................11
CHAPTER 3: DATA ANALYSIS……………………………………………....13-25
3.0 Data Analysis…………………………………………………..….14
3.1 Gender…………………………………………………………..…14
3.2 Age group……………………………………………………….....14
3.3 Occupation…………………………………………………...…….15
3.4 Monthly Income……………………………………………………15
3.5 Customer Satisfaction…………………………………………...…16
3.7 Awareness of Brand……………………………………….……….20
3.9 Rating……………………………………………………………....22
3.10 Factors Influenced to buy……………………………………..….24
3.11 Customer Preference…………………………………………..….25
CHAPTER 4: Findings, Conclusion & Suggestions………………………………26-
29
4.0 Limitations………………………………………………………...27
4.1 My Findings……………………………………………………….27
4.2 Suggestions………………………………………………….…….27
4.3 Conclusions……………………………………………….……….29
CHAPTER 5: Appendix & Bibliography………………………………………….30-
35
5.0 Appendix……………………………………………………….….31
5.1 Bibliography……………………………………………………….35

2
3
 ACKNOWLEDGEMENT

An internship program is a very important and essential means for acquiring practical
knowledge because the knowledge of a student does not get fulfilled until he or she acquires
knowledge theoretically and practically.

For the completion of this study I like to thank my corporate mentor Mr. Sanjit Ghosh and
my faculty mentor Prof. Biswarup Chatterjee and Principle of BIMS Dr. Ramakanta Patra
and all the respected faculty member of BIMS. I am greatly indebted to both of them for
providing their valuable guidance at all stages of the study, their advice, constructive
suggestions, positive and supportive attitude and continuous encouragement, without which it
would have not been possible to complete the project.

I owe my wholehearted thanks and appreciation to the entire staff of the company for their
cooperation and assistance during the course of my project. I hope that I can build upon the
experience and knowledge that I have gained and make a valuable contribution towards this
industry in coming future.

Name of the Student Signature

Changtey Momin
Bharatiya Vidya Bhavan Institute
of Management Science

i
 DECLARATION

This is to certify that the project report entitled “Product Activation of Creambell Dairy in
Kolkata” Submitted to Bharatiya Vidya Bhavan Institute of Management Science, Kolkata
UNDER MAULANA ABUL KALAM AZAD UNIVERSITY OF TECHNOLOGY
(FORMERLY WBUT) in partial fulfilment of the requirement for the award of the degree of
MBA (Finance & Marketing) 2017-2019 is an original work carried out by Mr. Changtey
Momin, under the guidance of Prof. Biswarup Chatterjee. The matter embodied in this
project is a genuine work done by Changtey Momin to the best of my knowledge and belief
and has not been submitted before, neither to this University nor to any other University for
the fulfilment of the requirement of any course of study.

Signature of the student Signature of the Guide

Designation

ii
AUTHORISATION OF CREAMBELL

iii
 TO WHOM IT MAY CONCERN

This is to certify that the Summer Internship Training Project Work entitled study of

“PRODUCT ACTIVATION OF CREAMBELL DAIRY IN KOLKATA” is a bonafide

work carried out by Changtey Momin at “Creambell” submitted in partial fulfilment of the

requirements for the degree “MASTER OF BUSINESS ADMINISTRATION (MBA)”,

2017-2019 of “Maulana Abul Kalam Azad University of Technology (MAKAUT)”.

I hereby, certify that the material of the project has not been used in any other study or award

or any other degree or similar title or prize.

_____________________ Date: ______________

Dr. Ramakanta Patra Place: Kolkata
Principal
Bharatiya Vidya Bhavan Institute of
Management and Science, Kolkata

iv
 TO WHOM IT MAY CONCERN

This is to certify that the Summer Internship Training Project Work entitled study of

“PRODUCT ACTIVATION OF CREAMBELL DAIRY IN KOLKATA” is a bonafide

work carried out by Changtey Momin at “Creambell” submitted in partial fulfilment of the

requirements for the degree “MASTER OF BUSINESS ADMINISTRATION (MBA)”,

2017-2019 of “Maulana Abul Kalam Azad University of Technology (MAKAUT)”.

I hereby, certify that the material of the project has not been used in any other study or award

or any other degree or similar title or prize.

_____________________ Date: ______________

Prof Biswarup Chatterjee
Assistant Professor Place: Kolkata
Bharatiya Vidya Bhavan Institute of
Management and Science, Kolkata

v
 EXECUTIVE SUMMARY

The objective of the project was making the customers know about “Creambell” dairy
products in Kolkata, for that we have to understand the customer needs, get feedback,
emotions and beliefs regarding the product, so that they can contribute their valuable inputs
for introducing the dairy product of “Creambell”. Moreover, we have to study the market,
timing, place and potential customers to promote, sell and make the customers aware about
the new “Creambell” dairy products in Kolkata.

The project was started on 5 June 2018 after knowing all the relevant information regarding
the project, under the guidance of Mr. Sanjit Ghosh (Sales Trainer, Kolkata) until 30 July
2018. The first part of my project was to activate the Creambell dairy in Kolkata where the
products are not reaching the customers and make the customers aware about the products.

And, the second part was to make a questionnaire with the help of my mentor Prof. Biswarup
Chatterjee, depending on my first project and get valuable feedbacks from customers about
the Creambell dairy products. And for that we have to go through the same places we have
been to in our first project and get the feedbacks from the consumers regarding the quality,
price and the availability of the products.

The sample size for the questionnaire was from 100 customers. And the questionnaire
contains various aspects like their Name, Contact Number, E-mail Id, Age, perception about
the products and quality etc. And the final part was to enter the raw data into excel and
analyse the data and put altogether whatever I have learned and experienced while working
with the company and great people and make this project.

vi
 CHAPTER 1
INTRODUCTION

vii
 INTRODUCTION
Products are all around us. They are what we eat, wear, use, and drink. They are an integral
part of modern day living and cannot be separated from day to day life and activities.
The perception of the products is structured by stimuli from interactions that the user has with
the product. These stimuli are very important. Positive stimuli will mean that the user has
used the product and finds it useful therefore will use it again. Many managers therefore need
to develop proper Product activation process that enforces positive stimuli.
Product activation is all about building a big idea and reinforcing this idea with positive
stimuli to ensure that the customer begins to appreciate the brand. This involves making sure
that the product connects on an emotional level with the customer. The stronger the
emotional connection, the better off the brand will be (people will buy it more frequently).
The close connection between the customer and the brand can be built through various brand
experiences. These experiences are aimed at educating, motivating and interacting with the
customer.
During my internship with Creambell my job was to create a positive impact on customers
with the Creambell products I was trying to make customers aware of. And that’s what this
project is all about.

Overview of FMCG Industry in India

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy
with Household and Personal Care accounting for 50 per cent of FMCG sales in India.
Growing awareness, easier access and changing lifestyles have been the key growth drivers
for the sector. The urban segment (accounts for a revenue share of around 55 per cent) is the
largest contributor to the overall revenue generated by the FMCG sector in India However, in
the last few years, the FMCG market has grown at a faster pace in rural India compared with
urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products
account for 50 per cent of total rural spending.
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per annum,
which is likely to boost revenues of FMCG companies. Revenues of FMCG sector reached
Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion in
2020.

viii
Company History and Profile
In 2003 RJ Corporation brought Creambell ice cream to India in
technical collaboration with French Dairy major, Candia. Since then
Creambell has delighted the taste buds of millions with a variety of
refreshing and exotic ice cream flavours of international and
traditional nature. Creambell is one of the fastest growing ice cream
companies in the country with its foot prints in the neighbouring
nations as well. It is among the top 5 leading ice cream brands in
India and is known for its quality product innovation. Creambell boasts of 15% market share
in the ice cream industry, marking its presence in 19 states and being a dominant market
player in many regions in the country. Its product quality and availability has made this brand
widely acceptable in the hospitality sector, thereby making eminent presence in various 5-star
hotels. Our strategy to make Creambell as one of the most acceptable ice cream brands is
helping us reach every nook and corner of the territory where we operate in.
Creambell boasts of world class standards in the area of product quality. Every batch of
ingredients goes through stringent quality control before taken for production. The quality
standards are in consonance with international norms, and no effort is spared to ensure that
only world class products reach the end users. Our plants are ISO 9001:2008 and ISO
22000:2005 certified.
For the last several years, Creambell has been the proud recipient of the highest honour at the
"Great Indian Ice Cream Contest" conducted by Indian Diary Association and DANISCO.
Out of 48 major Ice Cream brands in India, awards are announced in 8 categories. Creambell
has won 27 awards in all India Ice Cream contest conducted by INDIAN DIARY
ASSOCIATION (IDA) and Danisco.
In Lieu of the brand vision, Cream Bell brand has diversified in to the Dairy market with
Milk and Value-added dairy products. It has ventured into the dairy market with the largest
dairy plant of East India at Asansol, built at Rs 150 crore investment. The plant is Eastern
India’s most modernised dairy plant and is fully automated with no human intervention.
Currently the brand is launched in South Bengal, Jharkhand and Kolkata with Milk and
Value-added products. Moreover, Creambell DNA has always been indulgence and hence for
Dairy too we are stressing on the taste aspect; the basic motto is Dairy made delicious. And,
in terms of geographical presence, Cream Bell footprint is spread across India and in
international markets like Nepal, Bhutan with special emphasis on Africa (Uganda, Rwanda,
Nigeria, Zambia).

Company Overview and Fact Sheet

Devyani Food Industries Limited is an unlisted public company incorporated on 14
November, 1991. The registered office of the company is at F-2/7 OKHLA INDUSTRIAL
AREAPHASE I, NEW DELHI, Delhi.
The total paid-up capital is INR 12.50 cr. The company also has secured loans in the amount
of INR 1,250.97 cr.

ix
The last reported AGM (Annual General Meeting) of the company, per our records, was held
on 30 September, 2017. Also, as per records, its last balance sheet was prepared for the
period ending on 31 March, 2017.
The company has 10 directors/key management personnel.
DIRECTORS
Name Din/Pan Designation Date of
Appointment
Rajpal Gandhi 00003649 Director 25 October, 2010
Ravi Kant Jaipuria 00003668 Director 25 October, 2010
Nitin Arora A**P*****F CEO 07 July, 2014
Dhara Jaipuria 00003721 Director 20 March, 2015
Anoop Sharma A**P*****P CFO 31 July, 2015
Sanjay Garg 08006130 Director 30 November, 2017
Madhusudan Parikh 01693049 Director 30 November, 2017
Trapti A**P*****L KMP 30 November, 2017
Girish Kumar Ahuja 00446339 Director 01 April, 2018
Rashmi Dhariwal 00337814 Director 01 April, 2018

VITALS
CIN
U74899DL1991PLC046403
Incorporation Date / Age
14 November, 1991 / 27 yrs.
Last Reported AGM Date
30 September, 2017
Authorized Capital
INR 1250.0 Lacs
Paid-up Capital
INR 1250.0 Lacs
Industry
Business Services
Type
Unlisted Public Company

x
Category
Company limited by Shares
Subcategory
Non-govt company
Registered Address
F-2/7 OKHLA INDUSTRIAL AREAPHASE I, NEW DELHI – 110020, Delhi – India
Company Vision
To be the fastest growing ice cream company in country over the next 5 years, by way of
delighting consumers with the finest product quality and innovation, while remaining the
most preferred company for our employees and associates.

Rewards and Recognition

Since inception Cream Bell has won lot of accolades; a testimony of happy customers
“India’s most promising brand, 2014”: Cream Bell Ice cream, was declared ‘India’s Most
Promising Brand’ at the WCRC Leaders Asia Summit, held at London July 2014. Cream Bell
has been awarded with this honour for their stellar performance in a short span of time.
“India’s most promising brand, 2015”: Cream Bell Ice cream, was declared ‘India’s Most
Promising Brand’ at the Economic Times Best Promising Brands Summit held in Mumbai,
on March 26, 2015. The glitzy felicitation ceremony was held in Mumbai, Maharashtra, on
March 26, 2015. Cream Bell has been awarded with this honour for their stellar performance
on four parameters, namely innovation, consistency in customer experience, value
proposition, and advocacy.
“Make In India Award Excellence 2015”: ‘Make in India Award for Excellence’ is an
initiative that recognizes valued contributions by indigenous businesses that are helping India
establish its position as a global leader in manufacturing
“Great Indian Ice Cream Contest”: Cream Bell has been the proud recipient of the highest
honour at the “Great Indian Ice Cream Contest” conducted by Indian Diary Association and
DANISCO. Cream Bell has won 27 awards in all India Ice Cream contest conducted by
INDIAN DIARY ASSOCIATION (IDA) and Danisco.

Competitors
Brand Name Market Share
Amul 12.8
Vadilal 6.2
Mother Dairy 4.9
Arun 4.5

xi
Creambell 3.9
Wall’s 3.9
Cornetto 3.6

xii
 CHAPTER 2
PRODUCT ACTIVATION
AND RESEARCH
METHODOLOGY

xiii
 OBJECTIVE AND SCOPE OF THE STUDY

Objective of the Study

Dairy is a product which comes under super non-durable goods. It takes much care and
precaution in delivery from the centre of manufacturing to the home of the consumers. And
stored in cool place.
The need of my study can be given as follows: -
1. To know the actual market position of Cream Bell ice-cream.
2. To know about the current market capitalization of CreamBell in India.
3. To determine about the consumers perception about the products of CreamBell.
4. To know about the consumer’s behaviour upon CreamBell.
5. To study and understand the concept and process of marketing research.
6. To understand and get the concept of Marketing of FMCG products.
7. To get the practical implication of the process involved in any product activation.
8. To know which advertisement tool is mostly preferred by people.

Scope of the Study

With a population of over 1 billion people, India is a big market for FMCG companies and
now a day’s specially, the dairy industry is very wide and challenging there is a lot of
opportunities in this sector for any company.
This study captures all the information’s and data’s regarding the present market scenario of
dairy industry of India as well as the condition of CreamBell in this scenario. This report
provides the major suggestions regarding the improvement and growth of the company. The
major scopes of this study can be given as follows: -
1.Vast semi–urban market: Semi urban area is a new and most important market for dairy
trade.
2. Consumption of Dairy: In India, the consumption of dairy is increasing day per day.
3. Good Market: In India, there is a good market for dairy which is benefit for any growing
company.
4. Competition: There are very few competitors in this segment which is good for entrance of
new and unknown company in the market.

Required Information
First, I had to know about all the competitors present in the dairy segment (Reputed and well-
established brands like Amul, Mother Dairy and as well as local brands like red cow etc).
Before going to the market, I had to know the comparative packs and prices of all the
competitors existing in the market, Market timing for specific areas, weather and community
of people as well.

xiv
Since dairy is a product that attracts specific group of people, I had to trace the market and
segment it, which mainly deals with people of various groups, and living standards (in case of
Creambell dairy products).
Dairy is in different varieties, the main information needed is the various types of dairy
products available in the market, their calorific value, their validity period, price, weight, etc,

PRODUCT ACTIVATION
To be honest, when I first heard the term product activation; my eyes almost rolled out of my
head altogether. It’s got meaningless marketing buzzword written all over it. But as I learned
more and more about it while working with Creambell and learned from my mentor Prof.
Biswarup Chatterjee, the term further I began to realise that it is actually quite an interesting
topic, and that sometimes we actually just need a simple term with which to quickly and
easily refer to things.
So what is product Activation anyway?
I’m glad you ask that question.
Product Activation generally refers to the process of making your product known to people,
increasing awareness and engagement through some kind of activities.
Think about when you first start a business. Nobody knows who you are and they sure aren’t
aware of your brand. Your brand is effectively lifeless. Dead. And it needs to be ‘activated’
before it can be of any use.
But it doesn’t just apply to new products. If a business wants to rebrand itself it can’t just
make a few changes and hope people notice. It needs to go through the process of switching
people’s minds over to the new product and making them aware of it.
Isn’t that just product marketing?
Sort of, yes. Except it specifically refers to the process of getting your product from one state
to another, better, state. Whereas product marketing is the all-encompassing ongoing process
of promoting and maintaining your company’s products or brands.
If your product is a cold and lifeless lump of coal in the dark, product or brand activation is
the firelighter that makes it burn hot and bright for all to see. Or something…
Perhaps it would be helpful to look at a few examples of product activation and the different
types of activities it might involve.
How do you ‘activate’ a brand or a product?
With an increasing number of channels and touch points comes a growing number of ways to
introduce your products or brand to people.
Let’s take a look at some of those methods.
1. Experiential marketing
Perhaps the best way to activate your products or brand in people’s minds is by allowing
them to experience it first-hand.

xv
Experiential marketing has become increasingly prevalent in the last few years and the
clearest example I can give you is like, we take out a dozen of Creambell Paneer and Dahi
posters and stick it everywhere in front of retail outlets.
This type of campaign can be a powerful way to get your product in front of people and make
it stick in their mind.
2. Sampling campaigns
But the experiential element of a product activation campaign could be something more
stripped-back. It could simply mean giving people the opportunity to try your products. Like
cutting a Creamy fresh CreamBell Paneer into small pieces and letting them try it out. It is a
great way to introduce people to your brand and get them talking. But make it timely and be
creative to ensure the best result though.
3. In-store brand activation
Another opportunity to activate a product is through in-store promotions or events. Like
setting up a counter near retail outlets sticking posters and show casting products and let
people see it easily and interact with them.
Join it all up
As I mentioned earlier, the marketing world has more channels than ever and it is important
to understand how to link up the brand activation experience across the various customer
touch points.
The first thing to mention is social. If you are running an experiential campaign, for example,
it is vital that you coordinate social media activity to ensure the campaign gets the exposure it
deserves.
There is no point putting a huge amount of time, effort and resource into something if you’re
not going to shout about it at the same time.
Part of kingfisher and Tuborg experiential success comes from its corresponding efforts on
social media, encouraging a huge amount of user-generated content that gives its campaigns
an extra boost of publicity.
What is the end goal?
As with all types of experiential marketing, product activation should not always be measured
simply in terms of additional sales.
Of course, the end goal in everything marketers do is to increase revenue, but more directly a
product activation campaign is about raising awareness and opening a two-way dialogue with
potential customers about your Brand and products.
It is about creating an emotional connection between them and your brand so that it sticks in
their mind and they are more likely to engage with it and become long-term customers.
We often talk about the need to elicit an emotional reaction through content, and with product
activation it is particularly important.

xvi
Often it is the first experience somebody will have with your brand, therefore it’s important
to make the right kind of impact so that your brand sticks firmly in their mind for a
significant period of time.
Whether you make people laugh, cry, feel anger or excitement (this will all depend on your
product and audience), you must create some kind of emotional connection or it is unlikely
people will remember the experience or your brand and products.

RESEARCH METHODOLOGY
Sample Design
Sample Unit: - All people are included both the genders i.e. males and females, irrespective
of their education level or age.
|Sample Size: - 100
Sample Region: - Kolkata
Data Collection Method
Primary Data: Primary data was collected through a self-administrated questionnaire. This
questionnaire aims to gather information related to CreamBell dairy.
Secondary Data: Secondary data was collected through magazines, research papers, internet
etc.
Research Instruments
Questionnaire Design: As the questionnaire is self-administrated one, the survey is kept
simple and user friendly. “Google Form” is used for making a questionnaire are readily
understandable to all respondent. Also, technical jargons are avoided to ensure that there is no
confusion for respondents.
Choice of research design – Alternatives & Choice
Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful
to classify marketing research on the basis of the fundamental objectives of the research.
Consideration of the different types, their applicability, their strengths, and their weakness
will help the student to select the type best suited to a specific problem.
The two general types of research are:
Exploratory Research: Exploratory research seeks to discover new relationship, emphasis
on discovery of ideas. Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem being examined.
Conclusive Research: Conclusive studies attempts to determine the frequency with which
something occurs or the relationship between two phenomena’s. Usually conclusive studies
assume certain under underlying characteristics of the market or have some precise statement
of research questions/hypothesis.
Research Instrument Used - Details & Why?
If one wants to know what type of products people use, what they think of, that products, or
why they buy particular brands, the natural procedure is to ask them. Thus, the questionnaire
method has come to be the more widely used of the two data collection method. Many
consumers are now familiar with the telephone caller who greets them with “We are making

xvii
a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in
person, others by telephone, and others by mail. Each of these has its special advantages and
disadvantages and limitations. The questionnaire method in general, however, has a number
of pervasive advantages and disadvantages. Discussion of particular variations will be more
meaningful if these characteristics of the general methods are brought out first.
A questionnaire consists of list of questions to be asked from the respondents and the space
provided to record the answer / responses. Questionnaire can be used for the personal
interviews, focus groups, mails and telephonic interviews. The choice among these
alternatives is largely determined by the type of information to be obtained and by the type of
respondents from whom it is to be obtained.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.
Questionnaire in the project consists of:
 Dichotomus
 Multiple choice questions
 Scale based Questions
 Open

Multiple Choice Questions: Questions of this type offer the respondents an alternative to
choose the right answer among others. It is faster, time saving and less biased. It also
simplifies the tabulating process
Scale Based Question: In this type of question, customers are free to rate the products
according to their wish.
Dicthomus: These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That means the
answer can only be either ‘Yes” or ‘No’.

Sampling Technique Used & Sample Size - Why?

Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. Cluster and convenience. In
the probability sampling methods, each item in the sample is chosen one at a time from a
complete list of universe elements. In marketing research practice, it will sometimes be
more expedient to select clusters or groups of universe elements, rather than to choose
sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than
individually -- are called cluster-sampling methods. They are widely used in the sampling
of human populations. When no complete universe listing exists, a type of sampling is
called area sampling may be the only practically feasible form of probability sampling.

No disguised, Structured Techniques

The non-structured techniques for attitude measurement are primarily of value in exploratory

xviii
studies, where the researcher is looking for the salient attributes of given products and the
important factors surrounding purchase decisions as seen by the consumer. Structured
techniques can provide a more objective measurement system, one which is more comparable
to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes
objectively, and a number of useful scales have been developed.

Sampling Methods
Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. cluster sampling and convenience
sampling.

Cluster Sampling
Here the whole area is divided into some geographical area and a definite number of
consumers were to be surveyed.

Convenience Sampling
This type of sampling is chosen purely on the basis of convenience and according to
convenience. I visited Joka, Lake Town, Airport Gate no1, Kestopur, Ultadanga, Salt Lake
etc. to name a few.

xix
 CHAPTER 3
DATA ANALYSIS

xx
 DATA ANALYSIS

As per my survey on Creambell dairy in Kolkata on Sample size of 100 people, both male,
female and all age groups below are the data analysis according to the questionnaire.

Gender: Below are the graphical representation of how many male and females
questionnaire is done.

Fig. 1

53
Gender Gender
52 53%
52%
52
52%
51
51%

Percentage
FREQUENCY

50
50%
49
48 49%
48%
48
48%
47
47%
46
46%
Male Female
Male Female

As given on the chart above you can clearly see, there are 52 males and 48 females,
i.e. Total of 100 people and that is 52% male and 48% of females.

Age Groups: Depending on what age groups, you can see the no. and percentage of
age group in Fig. 2 below.

Fig. 2

Age Group
40 38

35
29
30
25
25
FREQUENCY

20

15

10 8

0
Below 25 25-35 35-45 45 and Above

xxi
 Age Group
40% 38%

35%
29%
30%
25%
Percentage 25%

20%

15%

10% 8%

5%

0%
Below 25 25-35 35-45 45 and Above

Occupation: The no of people and percentage of occupation of people in Kolkata on

sample size of 100 for the questionnaire on CreamBell Dairy.

Fig. 3

Occupation
Occupation
40 36
40% 36%
35 31
35% 31%
30
24 30%
FREQUENCY

25 24%
25%
Percentage

20
20%
15
9 15%
10 9%
10%
5
5%
0 0%

As you can see in Fig. 3, 36% of people are employed, 24% are in business, 31% are
student and 9% are unemployed or housewives.

Monthly Income: Monthly income of the Creambell dairy customers, I have taken
questionnaire on 100 people from Kolkata on Fig. 4 below.

xxii
 Fig. 4

Monthly Income
40
36
35

30
26
24
25
FREQUENCY

20
14
15

10

0
10,000 and Below10,000 - 25,000 25,000 -35,000 Above 35,000

Monthly Income
40%
36%
35%

30%
26%
24%
25%
Percentage

20%
14%
15%

10%

5%

0%
10,000 and 10,000 - 25,000 25,000 -35,000 Above 35,000
Below

Based on monthly income, as you can see in the percentage chart, 10,000 and below are 10%,
10,000-25,000 are 36%, 25,000-35,000 are 26% and 24% are above 35,000 and above.

xxiii
Awareness: According to my research, the no and percentage of people aware of Creambell
dairy products can be seen in Fig below.

Fig. 5

80 80%
68 68%
70 70%
60 60%
50 50%
FREQUENCY

Percentage
40 32 40% 32%
30 30%
20
20%
10
10%
0
Yes No 0%
Yes No

Based on my research as you can see in above Fig 5, 68% of people are aware of the
Creambell dairy products and 32% are not aware of it.

People who bought CreamBell dairy: The no and percentage of people who have bought
CreamBell dairy before in fig. below.

Fig. 6

PERCENTAGE 70
61
60
61%

50

39
40
39%

FREQUENCY

30

20

10

0
YES NO Yes No

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Customer Satisfaction: Frequency and percentage of customers who are satisfied with
Creambell dairy products.
Fig. 7.1

FREQUENCY Percentage
60 80% 74%

48 70%
50
60%
40
50%

30 40%

30% 26%
20 17
20%
10
10%

0 0%
Yes No Yes No

Out of 100 customers, 48 said “Yes”, they are satisfied with the products and 17 said “No”.
Which is 74% of the customers are satisfied, which is highly above than26% of the customers
who are not satisfy with product.
And the no. of people who are not satisfy with CreamBell dairy products who will or will not
buy Creambell products again in the future, in Fig below.

Fig. 7.2

Frequency Percentage
80% 74%
43 70%
45
40 60%
35
50%
30
25 40%
20 15 30% 26%
15
20%
10
5 10%
0
0%
Yes No
Yes No

xxv
Number of people will refer the product: The number and percentage of people who will
refer CreamBell products to their friend and neighbours in chart below.
Fig. 8.1

Frequency PERCENTAGE
60 60% 55%
53
50 50%
43 45%

40 40%

30 30%

20 20%

10 10%

0 0%
Yes No Yes No

And the reasons of customers who do not want to refer the product to their friend and
neighbours can be seen in below chart

Frequency Percentage
14
60% 55%
12
12
50%
10
40%
8
6 30% 27%
6

4 3 20%
14%

2 1 10% 5%
0 0%
Price Quality Poor Packing Other Price Quality Poor Packing Other

Fig 8.2
Price is one of the main reason’s customers are always complain about with Creambell dairy
products, especially with Paneer and 400gm Cup Dahi. And as you can see it’s the highest in
terms of complain by the consumers

xxvi
Awareness of Brand: How customers are aware of the Creambell dairy products based on
my research, in Fig below.
Fig 9

Frequency
60
51
50

40
35
30
30

20
11
10

0
Company Sales Person Advertisement Word of Mouth Other Sources

Percentage
45%
40%
40%

35%

30% 28%

25% 24%

20%

15%

10% 9%

5%

0%
Company Sales Person Advertisement Word of Mouth Other Sources

From out of 100 people who are aware of the CreamBell products, 28% become aware
because of company sales person, 40% because of Ads, 24% by word of mouth and 9% by
other sources.

xxvii
Products use so far: Creambell dairy products use by customers so far, based on my
research below on Fig 10.
Fig 10

frequency
60
54

50 48

39
40

30
21
20

10

0
Paneer Dahi Lassi and Chaach Milk

Percentage

35% 33%

30%
30%

24%
25%

20%

15% 13%

10%

5%

0%
Paneer Dahi Lassi and Chaach Milk

Out of 100 people 48 people have used Paneer, 54 people Dahi, 39 people Lassi and Chaach
and 21 people use milk so far.

xxviii
Rating: Rating of CreamBell products based on Price and quality by consumers.
Fig. 11.1 Based on Quality

Frequency
45
41
40

35
30

25
20

15 13
9
10

5 3
0
0
Very Poor Poor Can't Say Good Very Good

Percentage
70%
62%
60%

50%

40%

30%
20%
20% 14%
10% 5%
0%
0%
Very Poor Poor Can't Say Good Very Good

Above chart is the rating of quality of the Creambell product by consumers who have used
the products. Most customers say the quality of products are good as you can see 41 people
which is 62% of people like it and only 3% of people do not like it. 13 people which is 20%
are neutral, 0 people think its very bad and 14% of people it’s very good.

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 Fig 11.2
Based on Price

Frequency
30 28

25

20
16
15 13

10
6
5 4

0
Very Bad Bad Reasonable Good Very Good

Percentage
45% 42%
40%
35%
30%
24%
25%
19%
20%
15%
9%
10% 6%
5%
0%
Very Bad Bad Reasonable Good Very Good

Rating of Frequency and percentage of people out of 100 who have bought and used
Creambell dairy products based on Price in Fig. 11.2

xxx
Factors Influenced to buy: below chart are the factors which make the customers to buy
Creambell dairy products.
Fig 12

Frequency

60
54

50

40

29
30

20 18

11
10

0
Quality Price Packing Easy Availability

Percentage

60%

50% 48%

40%

30%
26%

20%
16%

10%
10%

0%
Quality Price Packing Easy Availability

xxxi
Customer Preference according to quality: There was 4 options to choose which were
High in calcium, Hygienic and safe for consumption, colour and smell and good packing.
And the most preferred by customers is Hygienic and safe for consumption and High in
calcium and other nutrients,

Fig 13

Frequency
100
90 86
78
80
70
60 53
50 43
40
30
20
10
0
High in calcium and Hygienic and safe for Color and smell Good packing
other nutrients consumption

Percentage

35% 33%
30%
30%

25%
20%
20%
17%
15%

10%

5%

0%
High in calcium and Hygienic and safe for Color and smell Good packing
other nutrients consumption

xxxii
 CHAPTER 4
FINDINGS, CONCLUSION
AND SUGGESSTIONS

xxxiii
LIMITATIONS
 Limited time available for interviewing the respondents. As a result of this it was not
possible to gather full information about the respondents.
 When I interviewed children and teenagers, sometimes they use to give answers under
the influence of their parents or elders.
 As summer training is going under summer season so sometime people are less
interested in filling up questionnaire.
 Sometimes the problem which I face is language problem for which I have to make
them understand.
 Non-cooperative approach and rude behaviour of the respondents.
 If the respondents answer does not fall between amongst the options given then it will
turn up to be a biased answer.

MY FINDINGS
 During the survey it was found that still there are 39% people who have not tried
Cream Bell dairy products.
 Lake of Awareness in consumers. Many people are not known about Cream Bell dairy
and that’s 32% of the people in Kolkata.
 When I interviewed people, many of the people cannot recall Cream Bell dairy
advertisement. It shows Lake of Advertisement or advertisement is not timely given
or advertisement is not given on right time.
 In its advertisement is not using any brand ambassador which attracts all age group
people.
 There is lack of Sales Promotional activities like "Buy2 get 1 more", Discount, etc
SUGGESTIONS
 INTRODUCTION OF SOME ATTRACTIVE SCHEMES: It is a very popular policy
to improve the sale. Here the attractive scheme refers to the schemes which are
emotionally attract the consumers towards the products like, buy a 2 Paneer and get a
cup Dahi free, buy a milk and get 25gm Dahi free, etc. The period of such type of
schemes are none at all, but they are very attractive and able to gain the interest of
consumer.
 INTRODUCTION OF 90gm Plain Dahi: It is more important for CreamBell to
introduce 90gm Plain Dahi like 90gm Sweet and Mango Dahi, because most
customers don't want to buy 400gm Dahi and waste it, and as well as 400gm Cup
Dahi @ Rs 40/- is expensive for little kids.
 “JUST ONE CALL”- It is a major initiative. We must be providing our consumers
and retailers a hot number on which they can call any time and give their demand.
Our delivery person will provide them free delivery at their home but order should be
more than Rs. 300.
 PUBLICITY AT BUS STANDS AND BUSY METRO STATIONS: The boards and
banners should be placed at major bus stands and vital metro stations of Kolkata. As
there are not enough on dairy division.

xxxiv
 PROVIDING FULL INFORMATION AT WEBSITE: The full information’s about
the company and it’s all products should be provided at the website of our company.
As there a ton of information and products are lacking in company website.
 Company should use brand ambassador which attracts each age segment i.e. Salman
Khan, Amitabh Bacchan, Virat Kohli. etc.

xxxv
 CONCLUSION
As we know that Devyani Foods Industry is very big organization and market leader in food
products. It has huge market share in FMCG, which are its main/core products. With the help
of research, company can find out its week points in dairy product and can increase its market
share through rectify mistakes. People have believed in Cream Bell’s product and they will
accept its ice-cream also if effective actions were taken.
The survey resulted into following conclusions:
Cream Bell must come up with new promotional activities such that people become aware
about Cream Bell’s dairy products like Paneer, Dahi and Milk etc.
Quality is the dominating aspect which influences consumer to purchase CreamBell product,
but prompt availability of product is lacking in some areas in Kolkata and promotional
activities. Aggressive promotional activities will influence the consumer towards them and
also leads to increase sales.
In comparison to Cream Bell, the other players such as Amul, Mother Dairy, and red Cow
provide a better availability and give competition to the hilt.
People are mostly satisfied with the overall quality of Cream Bell dairy, but for the existence
in the local market Cream Bell must use aggressive selling techniques.

xxxvi
 CHAPTER 5
APPENDIX AND BIBLIOGRAPHY

xxxvi
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APPENDIX

xxxvi
ii
xxxix
xl
xli
 BIBLIOGRAPHY

Internet Source
1. https://www.ibef.org/industry/fmcg.aspx
2. https://www.tofler.in/devyani-food-industries-
limited/company/U74899DL1991PLC046403#intimatewebsite
3. http://creambell.com/
Book Source
1. Marketing Management, Philip Kotler 14th Edition.
2. Research Methodology, C. R. Kothari Second Edition.
3. Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition.

xlii