TITLE - “A RESEARCH STUDY TO REINFORCE CUSTOMER DEMAND AND ENHANCE THE BRAND EQUITY IN HATSUN’S ‘ARUN ICE CREAM’ IN CHENNAI SOUTH INDIA”

TITLE - “A RESEARCH STUDY TO REINFORCE CUSTOMER DEMAND AND ENHANCE THE BRAND EQUITY IN HATSUN’S ‘ARUN ICE CREAM’ IN CHENNAI SOUTH INDIA”

        

                             

 TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Aim and Objectives of the study

     1.3.1 Aim

     1.3.2 Objective

1.4 Research Questions

1.5 Scope of the study

1.6 Focus of the study

1.7 Significance and Rationale of the study

1.8 Limitation of the Study

1.9 Organization of the Project Paper

CHAPTER TWO: LITERATURE REVIEW

2.1. Introduction

2.2. Ice Cream Industry in India

     2.2.1. Growth of the Indian Ice Cream Industry

     2.2.2. Geographic distribution of Ice Cream Sales in India

     2.2.3. Market Overview

     2.2.4. Market Segmentation

2.3. Marketing trends

     2.3.1. Exclusive Stores

     2.3.2. Promotional offers

     2.3.3. Alternative Products and New Variants

2.4. Advertisement Key to Ice Cream Industry

2.5. Key Challenges for the Ice cream Industry in India

     2.5.1. Ice Cream, a Side Order

     2.5.2. Low Ice Cream Consumption in India

     2.5.3. Risk Averse Big Players

     2.5.4. Regional Competition

     2.5.5. Increasing Cost

     2.5.6. Changing Consumer Attitude

2.6. Conclusion

2.7. The Way Forward

CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY

3.1 Research Design and Methodology - An Overview

     3.1.1 Research Design

     3.1.2 Questionnaire Design

3.2 Type of Research

     3.2.1 Why Qualitative Research

     3.2.2 Why Quantitative Research

3.3 Crucial Point of Analysis

     3.3.1 Interviews

3.4 Sampling

     3.4.1 Target Population

     3.4.2 Sampling Technique

     3.4.3 Sample Frame and Size

3.5 Planning Sample

3.6 Data Collection Procedure

3.7 Sample Selection

3.8 Schedule of Activities

3.9 Gantt Chart- Graphical Representation of Research Activities

3.10 Conclusion and Way Forward

CHAPTER FOUR: DATA ANALYSIS AND FINDINGS

4.0 Overview of Data Analysis and Findings

4.1 Key Objectives of the Research

4.2 Qualitative Research and Analysis

     4.2.1 Interview Sessions

     4.2.3 Key Outcomes from Qualitative Research

4.3 Quantitative Research and Analysis

     4.3.1 Data Collection Methodology

     4.3.2 Analysis and Findings of Questionnaire

     4.3.3 Summary of Quantitative Analysis

4.4 Way Forward

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS

5.1 Overview of research findings

5.2 Summary of Main Research Findings

     5.2.1 Findings from Literature Review

     5.2.2 Findings from the Qualitative Research

     5.2.3 Findings from the Quantitative Research

5.3 Meeting the Objectives of the Study

     5.3.1 Objective 1

          5.3.1.1 Findings

          5.3.1.2 Conclusion

          5.3.1.3 Recommendations

     5.3.2 Objective 2

          5.3.2.1 Findings

          5.3.2.2 Interpretation

          5.3.2.3 Conclusion

          5.3.2.4 Recommendations

     5.3.3 Objective 3

          5.3.3.1 Findings from Primary Research

          5.3.3.2 Interpretation

          5.3.3.3 Conclusion

          5.3.3.4 Recommendations

5.4 Summary of recommendations

5.5 Limitations and deficiencies of the Research

5.6 Future scope for the research and Way Forward

5.7 Conclusion

REFERENCING

APPENDICES

                                      

                        CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

In today’s world, ice creams have become integral part of everyone’s diet and it is one of the biggest consumable products in India. Ice cream industry is growing in a steady pace along with tremendous development in technology and innovation. It is a Rs. 500 billion industry and is on an expansion drive despite increasing prices. According to Paul Thachil (2011), "ice-cream industry has reasonably grown at a rate of 12% year-on-year. The ice cream industry growth has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as mobile vending units have been increasing year-on-year".

In Indian market not a single multinational players have been able to make their presence in the market due to the intense competition of the existing brands like AMUL, HINDUSTAN UNILEVER’S KWALITY WALLS, VADILAL, AAVIN etc. The ice cream manufacturers are facing a difficult time to reach their desired targets. Moreover the price hike is becoming impossible in spite of the increase in manufacturing cost. According to Manesh Vithalani (2009), "the ice cream manufacturers make 100% profit depending on the variety. The reason behind being that the process involved in the ice cream manufacturing includes 50% of ingredients and 50% of air and even after including the packaging cost, transportation, and refrigeration the profits are at its maximal. But in the case of big players the distribution and advertising eats up profit margins" So when a consumer purchases 100 ml ice cream, then he gets only half the quantity that is 50 ml. Even though ice cream manufacturers earn high profits, there are many hurdles too as the regional branded players face a great deal of competition from local ones and as a result, they are penetrated only to a range of Rs. 80 billion in the Indian market.

Hatsun Argo Pvt. ltd. is the India’s largest privately owned dairy. It is a listed company in the Mumbai stock exchange which was first established in 1970 producing and marketing low quantity of ice creams under the name of Arun Ice-creams. Since then it has ventured into various areas of dairy business like milk, butter and various other dairy products. Hatsun handles a total 1.8 million litre of milk a day. The dairy industry is becoming intensively competitive with a number of players vying for a market share. The major competitors there are numerous smaller players who have good grip at regional level and are household name. Under this competitive environment Hatsun has until now been able to continue a good foothold over the market. One of the crucial products in the portfolio of offerings of Hatsun is Ice cream since Ice cream is one of the most popular dairy products in India and Indian people are typically fond of first-rate ice cream (Indian Food, 2011). Ice cream thus forms one of the most important offerings in term of gaining market share for product portfolio of any company in the industry

As discussed, Arun Ice Cream is one of key products of Hatsun which produces milk based ice creams and they stand as one among the oldest players of south Indian market comprising of 56% market share of the ice cream market in the down south and 33% of the overall southern market. The performance of the Arun Ice cream has been steadily falling which has led to a great concern for the firm and to find out the root cause of the sudden downfall of sales in Chennai. This is evident from the fact that sales dropped from 3.8 billion in 2010 to 3.5 billion in 2011. The turnover of Hatsun Agro is Rs. 50 billion and in which Arun ice cream is only Rs.3.5 billion businesses that is just seven per cent of its total sales.

1.2 Statement of the Problem

There is a serious concern with the Hatsun Management on the growing decline in revenue over the last few years coupled with a reduction in the number of active customers. The management would like to investigate this problem on whether there are any marketing related causes that can be addressed to overcome this dilemma and situation.

1.3 Aim and Objectives of the study

1.3.1 Aim

To find out the root causes of these concerns for the Hatsun management, and to examine all marketing related causes that must be analysed and ultimately suggest actionable recommendations to overcome the present situation within the ARUN ICE CREAM Brand in Hatsun.

1.3.2        Objective

·         To analyse the symptoms that lead to the marketing related causes of Arun Ice-cream in Hatsun.

·         To achieve this objective the researcher will conduct a review of various journals and articles pertaining to the industry that influence the sales of the company over the last three year period.

·         To investigate and scrutinize the trends over the last three year period.

·         To achieve this objective the researcher will conduct a review of data on the market trends in the industry

·         To carry out secondary research on these trends that will lead in identifying the real marketing related issues.

·         Various articles and journals relating to the topic will be explored. Further past literatures relating to theories and strategies of marketing will be exploited to gain insights into marketing related issues.

·         To conduct primary research and surveys on these marketing related issues.

·         Appropriate methods of data collection and data analysis will be utilised to conduct the primary research based on available resources and time.

·         To arrive at actionable recommendations arising out of the investigation through primary research and surveys.

·         Based on the analysis of primary data and the conclusion form the literature review recommendation will be designed to fulfil the above objective

To read more…….

Contact us -

Writekraft Research & Publications LLP

www.writekraft.com

OR Call us @ +91- 7753818181, 9838033084

Or email us: writekraftuk@gmail.com