Exercise-2: Product Market - Ice

Cream
GROUP 1
DINESH | HANNAH | NEHA | NITIN | RUKMINI | SOURAV

Product Market
Why ice-cream?
Large product market sized at INR
3500 crores
Highly competitive market
Low differentiation
Large number of players
Entry of foreign players
Growth of healthier substitutes
Low consumer involvement
growing disposable incomes -> Impulse buys
Low cost options
Indulgent product -> regular snacking option

Cluster of competing brands

Super
Premium
Brands
Hagen-Dazs
Mvenpick
Epic

Mass brands
Available at as low as
Rs. 5 for 40ml and is
available in sticks, bars,
cups and cones
Majorly available in
40ml, 60 ml, 90ml and
100ml packs

Premium Brands

Mass Brands

Magnum
Crme rich
London Diary
Baskin Robbins
Gelato
Naturals

Amul
Mother Dairy
Creambell
Vadilal
Kwality Walls

Premium
brands

In the price range of Rs

40-100 for 90 ml/a scoop.
Amul has priced Crme
Rich at Rs 40-45 a unit,
magnum stick costs
around Rs 85
Such as Naturals, Gelato
and Baskin Robins are
mainly provided in scoop
forms

Super premium
brands

One with lower amount

of aeration and a higher
fat content than regular
ice cream thereby giving
rich taste & more
weight/volume to
consumers
It tastes creamier and
richer than regular ice
creams
Sold at around Rs 150200 a scoop, available

Market Share
Across Mass brands
Sector dominated by organized
players, close to 90% market share
Rural market dominated by regional
players but concentration is
constantly fading
We selected Amul and Kwality
Walls two brands almost
ubiquitiously available, even in
Kozhikode.

7%
7%

Amul
31%

9%

Kwality
Wall's+Magnum
Mother Dairy
Vadilal

12%

Others
Cream Bell
13%

21%

Arun

Methodolgy
Survey

Product Test

Identification of consumption characteristics of

ice-cream and brand awareness
Blind Test
Identification of pertinent parameters
As-Marketed Test
Ranking brands and rating the selected brands
on the identified parameters

Observations

Amul
3.03
2.62
3.03
4.41

5.79
Vadilal
5.59
Dinshaw
3.52
Cream Bell

Kwality
Walls
Mother
Dairy
Milma

Product
Features

Other
Variables

Premium Perception
Packaging and SKUs
Price, Discounts and
Promotions

5.00
4.00
3.00
2.00
1.00

Amul

Sweetness and Flavor

Richness
Color
Added Ingredients
Nutritional Content

Kwality Walls

Observations
Adj R
Square

All Parameters

0.49

Product
Features

0.49
0.26

Other
Variables

F
Significant
Cosignificance Variables
efficient
Richness
0.41
Sweetness and Flavor
0.28
4.11062E-10
Added Ingredient
0.23
Premium Perception
0.26
Richness
0.51
2.8852E-11
Sweetness and Flavor
0.36
Premium Perception
0.63
6.07453E-06 Price Discounts and
Promotions
0.42

Product Testing
5.00
4.00
3.00
2.00
1.00
0.00

Amul

Kw ality Walls

Parameters found by
questioning
participants.
Holistic preferences:
Amul
58%
Kwality Walls

Marketing Decision Variables

Amul and Kwality Walls have relatively similar
preferences. Certainly no great difference in perception of
performance is seen (as in market shares)
The team observed that Amul is a clear market leader,
however, consumers do not perceive much difference in
the various parameters for both the brands.
However, probably due to Amuls strong association with
dairy products and wide presence, Amul has managed to
capture most of the market.
The survey reveals that product and promotion decisions
are most significant. The pricing variable significantly
impacts brand perception and must be considered.
The blind test, however, indicates that product features
may not be as important as thought. The brand must
match up to the market standard ie. it must be

Thank you

Survey and
Analysis