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A PROJECT REPORT ON
“CONSUMER SATISFACTION TOWARDS
HAVMOR ICE-CREAM IN SURAT CITY”
Submitted by:
Deladvala Mayur N (18)
Gohil Vijay K (31)
A Projest Report Submitted in Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration [MBA]
(Year: 2011-2013)
S.R. Luthra Institute of Management
Institute Code: - 750
DECLARATION
We hereby declare that the summer project report on “Consumer Satisfaction
towards Havmor Ice-cream in Surat city” is an original piece of work done by us for the
fulfilment of the award of degree of Master of Business Administration. And whatever
information has been taken from any source had been duly acknowledge.
We further declare that the personal data and information received from any
respondent during survey has not been shared with any one and is used for academic purpose
only.
Deladvala Mayur N
Gohil Vijay K
ACKNOWLEDGEMENT
First of all we greatly thankful to S. R. LUTHRA INSTITUTE OF
MANAGEMENT, SURAT which has given us an opportunity to expose us theoretical
knowledge into real practice, in order to carry out project work for our practical completion
of an M.B.A. programmed.
We also want to thank all faculty members of S. R. Luthra Institute of Management who helped us during our project as our project guide.
EXECUTIVE SUMMARY
We have prepared a project report on “Consumer Satisfaction towards Havmor Ice-cream
in Surat city”. The introduction of the project studied first, it includes conceptual maters of
understanding the consumer satisfaction towards Havmor ice-cream. In this the research
project effort is applied to find out the satisfaction level of consumer towards Havmor ice-
cream in Surat city.
After the theoretical part the research has been taken which is descriptive research, for the
research the sample of 50 respondents is taken. The research is done by of primary data
collection. The primary data are collected with the help of questionnaire.
TABLE OF CONTENTS
Chapters Particulars Page No.
Declaration III
Acknowledgement IV
Executive Summary V
Chapter 1 Introduction
1.1 Industry Profile 1
1.2 Company Profile 11
Chapter 2 Literature Review 21
Chapter 3 Research Methodology
3.1 Problem Definition 24
3.2 Objectives of study 24
3.3 Sampling Method 24
3.4 Data collection method 25
3.5 Analyze tools and technique 25
3.6 Limitation of Report 26
Chapter 4 Data analysis and Interpretation 27
Chapter 5 Findings and Conclusions 44
Chapter 6 Recommendation 46
Bibliography 47
Appendix 48
LIST OF TABLES
No. Particulars Page No.
1 Table 1: Consumer of Havmor Ice-cream 27
2 Table 2: Sources of knowledge about Havmor Ice-cream 28
3 Table 3: Frequency about purchasing Havmor Ice-cream
29
4 Table 4: Preference about form of Havmor Ice-cream 30
5 Table: 5 Flavours of Havmor Ice-cream 31
6 Table 6: Preference of buying Havmor Ice-cream 32
7 Table 7: Ranking according to the characteristic of Havmor Ice-cream 33
8 Table 8: Quality of Havmor Ice-cream 34
9 Table 9: Rating of Havmor ice-cream in various
categories
35
10 Table 10: Includence of flavours 36
11 Table 11: Rank of Havmor Ice-cream compare to others
ice-cream brand37
12 Table 12: Improvement in the field 38
13 Table 13: Advice other to buy Havmor Ice-cream 39
LIST OF CHARTS
No. Particulars Page No.
1 Consumer of Havmor Ice-cream 27
2 Sources of knowledge about Havmor Ice-cream 28
3 Frequency about purchasing Havmor Ice-cream 29
4 Preference about form of Havmor Ice-cream 30
5 Flavors of Havmor Ice-cream 31
6 Preference of buying Havmor Ice-cream 32
7 Quality of Havmor Ice-cream 34
8 Includence of flavors 36
9 Rank of Havmor Ice-cream compare to others ice-cream brand
37
10 Improvement in the field 38
11 Advice other to buy Havmor Ice-cream 39
CHAPTER 1: INTRODUCTION
1.1 INDUSTRY PROFILE
Introduction
Though India has a low per capita ice cream consumption of 300 ml per annum, the trend is
slowly changing due to a number of reasons. DARE explores the dynamics of the business.
Indian summers are synonymous with ice creams. Come summers, and you will see a number
of colourful.
Pushcarts selling the choicest of ice creams in numerous flavours from the traditional vanilla
and chocolate to unusual varieties like Mother Diary’s Shahi Nazrana. If that doesn’t baffle
you then the ice cream range definitely would, for example the ice cream range for the
children would be entirely different from that for the teenagers or for that matter adults. Or,
for those who like to have ice cream in peace, there are a number of ice cream parlours that
are opening shop.
But did you know that a 100 ml scoop of your favourite ice cream that you ordered may
contain up to 50% air! This makes the business a highly profitable venture to get into –
sometimes, the profits can go upto 100%! However, there are several challenges to this
business as well. In this story, DARE attempts to find
out the dynamics of the business.
The Ice Cream Industry: An Overview
Looking at some industry facts first. In 2007, the
global market of ice creams was pegged at $61.6
billion in terms of retail value or 15 billion liters in terms of volume. Of this, the Asia-Pacific
ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in
terms of volume. Coming to India, the Indian ice cream industry is currently estimated to be
worth Rs. 2,000 crores, growing at a rate of approximately 12%. RS Sodhi,
Chief General Manager of Gujarat Co-operative Milk Marketing (GCMMF), the makers of
‘Amul,’ explains, “The ice cream market in India can be divided into: the branded market and
the grey market. The branded market at present is 100 million liters per annum valued at Rs.
800 crores. The grey market consists of small local players and cottage industry players.” In
2008-09, in the branded ice cream market, Amul held the number one spot, with a market
share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
Despite a decent growth rate, the ice cream industry faces the challenge of low per capita
consumption.
Industry at a glance
The ice cream industry in India is worth Rs. 2,000 crores
The industry can be divided into the branded market and the unbranded market. The branded
market at present is 100 million litters per annum valued at Rs. 800 crores
In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market
share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%
The per capita consumption of ice cream in India is approximately 300 ml, as against the
world average of 2.3 litters per annum
Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22
liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even
in terms of the world average per capita ice cream consumption of 2.3 liters per annum. This
when India is a country with hot climate with a young population. Pankaj Chaturvedi,
Executive Director of Baskin Robins, explains “Indian cuisine has a huge range of desserts in
its mix. Ice cream always competes against these for attention.” Besides desserts, ice cream
also vies for attention with other like foods for example in summers with cold drinks, coffee,
juice, etc.
Another trend that is witnessing a change is the seasonal nature of the industry. Having said
that, the peak season for ice cream still remains the summer months of April-June and dips in
the months of November-February. According to the industry players, this trend especially
holds true for the North and the Western parts of India. According to Pankaj Chaturvedi,
“The variation in sales for Baskin Robins can range from 15–30% from season to off season
depending on geography and brand.
The Ice Cream Business
The ice cream industry has traditionally grown at a healthy rate of
12% year-on-year. “The growth in Ice cream industry 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 to reach out to a larger set of
consumers. Besides, consumers also have the choice of trying out varied product offerings
from different brands to keep them excited,” Paul Thachil, CEO – Dairy & Foods, Mother
Dairy Fruit & Vegetable.
What exactly is defined as ‘ice cream’ under the guidelines? The Prevention of Food
Adulteration (PFA) Rules, 1955 define ice cream as “a frozen product that contains not less
than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted stabilizer and
emulsifier.” Players who deviate from these norms tactfully call their product "frozen
dessert.” However, it is illegal to sell “ice cream” which has contents below these specified
standards.
The basic steps in the manufacturing of ice cream are generally first blending the ingredients,
pasteurization, and homogenization, aging the mix, freezing, and hardening. Now, during the
hardening process, the ice cream mixture is incorporated with air. This is done to make the
product ‘light’ and ‘creamy’. This is necessary as without air, ice cream would be like frozen
ice. Now the ice cream can contain a considerable quantity of air, even up to half of its
volume. This perhaps makes ice cream a business with high profit margin.
Manish Vithalani of Space Dotz informs, “A ice cream mix (consisting of milk, emulsifier,
sugar and so on) costs about Rs. 60-65 a litter. And in one liter you can add up to one litre of
air. Therefore, per liter the mix would cost you approximately Rs 32. If you take an 150 ml
cup, you can make 13 cups of ice cream from one litter of mixture. Calculating on that basis,
the per cup costing comes to about Rs 5. Now add to that Rs 5 worth of packaging cost,
electricity, labour, transportation, advertisement cost etc. It comes to approximately Rs 10 per
cup.”
Depending on the variety, the profit margin therefore can go up to even 100%. While for
bigger players, the distribution and advertising costs eats into the profit margins, for smaller
players, it is the volumes that matter.
Besides selling their products through kiosks, parlors and push carts, a significant part of the
revenue comes from corporate sales. Says Pankaj Chaturvedi, “About 55% of our business is
contributed by exclusive ice cream parlors and kiosks while 30% is from corporate or food
service (as we categorize it) sales. The rest comes in from retail and exports.” A chef at a
prominent five star Delhi hotel tells us their banquet section itself buys 6 gallons of ice cream
from manufacturers on a daily basis. The demand, he informs, goes up to 10 gallons during
peak season.
What is the cost of setting up a small scale ice cream manufacturing unit? Manish Vithalani
says, “The cost for setting up a small scale ice cream plant could come to approximately Rs.
10 lakh, including the cost of a ice cream plant, labor (3-4), storage freezers, and so on. This
price is not including the land cost.” Of late, a number of players who have entered the
segment are playing on innovative aspects, for example, natural flavors made from fruits.
Some players like Mumbai-based Space Dotz are also coming up with newer technology.
According to Dilip Jagad of Space Dotz,
Paul ThachilThe 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-yearPaul Thachil (CEO – Dairy & Foods, Mother Dairy Fruit & Vegetable)
“Unlike the normal ice cream, our product comes in the form of balls. Besides, the product
has no air content and uses cryogenic technology, used in rocket science.”
Another noteworthy innovation was the pro-biotic and low fat ice cream bought into the
market by Amul.
The Challenges
There are several challenges that affect the industry adversely. As mentioned earlier, the
industry players not only face competition from their competitors, but also from other like
foods. Though changing, consumers still consider ice cream as a dessert and a side item.
Sharing his experience, Sidharth Jaiswal of Joos, a juice bar chain, says, “We had introduced
ice creams on an experimental basis in our juice outlets in Ahmedabad. We observed that
consumers ordered ice creams as a side item or only when they were accompanied by
children.
We eventually decided not to move ahead with it.” Moreover, of the ice cream consumption
in India, nearly 60% is accounted to by three flavours of vanilla, strawberry and chocolate.
And to be on the safer side, major players tend play around these flavours only. For big
players, regional competition from smaller players is another major issue.
Another major problem faced by the industry players, especially while expansion, is poor
infrastructure such lack of cold storage and in case of rural penetration, even erratic power
supply becomes an issue. This is especially true for big players. Manish Vithalani says,
“Besides the presence of other players, another hurdle is the the high rent charged for floor
space, especially in malls. This also becomes a problem when we try to expand.”
Ice-cream
Introduction
The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total
size of Rs 15-16bn, around 30-32% is in the hands of
organized sector valued at Rs 4.9bn, rest all is with the
unorganized sector. Among the major players in this
industry Hindustan Lever has a market share of around
50%, represented mainly by Kwality Walls brand. Amul
with an estimated market share of 35% is rapidly gaining
market share and lastly Vadilal is the player in the national market with 8-9% of the market
share.
Production area
In rural areas, kulfis / ice creams made by small / cottage industry are popular. The market
for organized sector is restricted to large metropolitan cities. In small towns and villages,
there are thousands of small players who produce ice- creams / kulfis in their home backyard
and cater to the local market. Almost 40% of the ice creams sold in the country are consumed
in the western region with Mumbai being the main market, followed by 30% in the north and
20% in the south.
Growth promotional activities
The Indian government adopted the policy of liberalization regarding the ice cream
industry also and it is since then that this sector has shown an annual growth ranging from
15- 20% per annum for last 1- 2 year. Presently in 1999- 00 it is estimated at worth of Rs15-
16bn. This growth rate is expected to continue for another next 2- 3 years because of lower
base
Types
Indian Ice Cream market can be segmented in three different ways, namely on the basis of
flavors; on the basis of stock keeping units / packaging and on the basis of consumer
segments. On the basis of flavors the market today has a number of flavors like vanilla,
strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry fruit flavors
traditional flavors like Kesar- Pista, Kaju- Draksh etc.
The market is totally dominated by Vanilla, Strawberry and chocolate, which together
account for more than 70% of the market followed by butterscotch and other fruit flavors.
Ice-cream industry at a Glance
Market Overview
The industry is growing steadily with the northern and western regions accounting for the largest consumption
Market
Estimated worth USD XX mn in 2008, expected to grow to USD YY mn in 2009North and west account for a% of total salesHigh profit margins ranging between b-c%
Drivers & Challenges
Drivers: Opportunity to capitalize on low consumption levels; growing institutional salesChallenges: Competition with the unorganised sector on price and quality, and lack of welldeveloped cold chain facilities
Trends
Large investments in advertisingDiversification of product portfolio targeting specific consumer segments Partnerships and franchises pursued to boost distribution Falling costs of raw materials offsetting rising milk and sugar prices
Competition
A brand is the market leaderB and C brand are other strong playersThe premium segment is dominated by U
•Size and Growth
Worth USD XX mn in 2008
Growing at a % p.a. in 2005-2008
Forecast to increase by b% to reach USD YY mn in 2009
•Characteristics
Northern and western regions together account for c% of total market consumption
Profit margins range from u% to v% depending on the product segment
W % of ice cream sales occur during the summer months of April-June
X % of sales is through street vendors
Vanilla is the highest selling flavour and together with strawberry and chocolate it
accounts for y% of the market
Drivers & Challenges
Key Trends
1.2 COMPANY PROFILE
History
Small Beginning, Big Vision, Great Ambitions. Havmor Ice Cream began its branded life in
1944 in Karachi, in undivided India. By 1947, it was a popular local brand there.
But in 1947, in the wake of the partition, its founder Satish Chona had to join the exodus into
India, with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun and
Indore, and finally, settled down in Ahmedabad.
No, it was not a case of “Brand Relocation”, or anything else as fanciful. He had to start the
venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmedabad
Railway Station, churning out the Ice Cream manually.
He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which meant the
customer got more value for money, and more taste to relish from his Ice Creams.
Perhaps he didn't know it then, but he had laid the foundation for one of Western India's most
enduring market legends.
And good quality, like good character, wins over the situation sooner or later.
Today, Havmor Ice Cream is a delicious facet of Western India's daily life. It reaches
hundreds of thousands of consumers through 100 main outlets and 20000 plus dealers.
That's a very very long way from a hand-cart.
Good Old Values, New Generation Leadership
Mr. Pradeep Chona, son of Late Shri Satish Chona, today heads the Havmor conglomerate.
He has continued his father's quality obsession and streak of innovation.
To his father's motto - 'Achchai, Sachchai, Safai'. He added a suffix - “Navu Su Che?”
Now that is quite simple, but a powerful reason for taste innovation. In fact, that is not even a
corporate axiom. It is the question regular Havmor customers ask at frequent intervals.
Because they expect Havmor to keep pleasing their palates in new ways, always.
Mr. Pradeep Chona set off a series of Changes at Havmor - in technology, in quality &
hygiene standards, in management, in HRD and in the overall corporate environment. This
re-engineering was complemented by capacity expansions and a flurry of promotional
activities, to maintain the company's market presence intact in competitive times...
Ankit Chona, Mr.Pradeep Chona's son also joined the business after completing his
graduation from the United States. He has been a driving force in expanding the Restaurant
division as well as popularizing the Company owned Ice Cream & Fast Food parlours known
as HAV FUNN. He has brought a lot of innovation and standardization in the business such
as SAP, GPS System in all vehicles, metal detectors, camera surveillance system empowered
to control from anywhere in the world and many more.
Profile
Our successful business strategy is to provide a good taste. Post its foundation in 1944,
Havmor has progressed to become a blue chip Ice Cream brand of Western India, placing
itself one of the top three in sales. Through the years we have supplied a varied range of
eatables from Ice Creams like Candies, Topo Cones, Kulfis, to snacks like Samosas, Chana
Puri, Jumbo Grilled along with a range of international cuisines like Punjabi, Mughlai,
Chinese and Continental.
Based in Ahmedabad we have a total of 100 parlours and restaurants spread throughout
Western India and a dealership of 20000+ covering over 35% of the market share. These
numbers indicate nothing more than proving that Havmor has become Gujarat’s favourite ice
cream brand today.
Quality policies
At Havmor, our customers matter the most and our core strategy revolves around
them.
We believe in caring for our customers and achieve customer satisfaction by
establishing and maintaining an effective Quality Management System.
It is our prime objective to ensure consistency in quality of products and services.
Continuous training is an integral part of the management at Havmor, which ensures
constant improvement in individual and team performance.
Standards
Innovation is a way of life at Havmor. And we strive hard to achieve this.
Our motto is ensuring customer satisfaction and complete value for money.
We take our responsibilities seriously and everyone, from the individual to the
company, aspires to achieve a higher level of excellence, in our products, as well as
our services.
ISO 9001:2008 Certification
Our standards mean the world to us.
Havmor Ice Creams and related
products are manufactured in a state-of-
the-art plant at Naroda, Ahmedabad.
Complete hygiene is a key feature in
our world-class plant’s processing
facilities. And the packaging at our
plants conforms to international norms.
General Information
Brand name Havmor
Type of Organisation Private Limited Company
Establishment Year 1944
General Manager Mr. Pradeep Chona.
Office address
Havmor food Pvt. Ltd.,
Relief Road,
Ahmedabad.
Factory Address
Havmor food Pvt. Ltd.,
Asarva Road,
Ahmedabad.
Competitors Amul, Vadilal, Kwality walls, Dairy den. Etc.
No. parlours & Restaurant 13
Outlet centersNavrangpura, Satellite, Panchavati, Relief
road.
Level of Expand International
Head quarter Ahmedabad
Havmor parlour Satellite, Vastrapur, Arjun complex
Product range
Havmor company produces various and different and delicious products. This is the only company that produces maximum products.
Candies
Kala khatta pop Lolly pop Orange bar Kacchi keri Double hit Mini chocobar Kaju candy Classic chocobar 3-D bar Raspberry dolly Mango dolly Chowpaty kulfi Zulu bar
Small Cups (50 ml)
Vanilla Royal gulab
Big Cups (100ml)
Royal gulab Vanilla strawberry Chocolate bonanza Chips kaju drakash Choco chips Butter scotch Kaju anjir Kesar pista Raj bhog.
Cones (120 ml)
Ringo bings
Choco vanilla Strawberry Chocolate Butter scotch- Raja rani
Novelties
Malai kufi Cut roll Badam pista kulfi Raja rani roll cut Sandwich ice cream Fifty fifty roll cut Cassata cut Super sunda bon-bon Volcano.
Ice cream soda
Orange Lime
Family and party packs
Royal gulab Vanilla kaju Draksh Butter scotch Chocolate chips Fresh strawberry Bonanza bananza Swish cake Kaju anjir Kesar pista Lonavli Almond carnival
Roasted-badam-anjir.
Major Competitors’ profile
Kwality Wall's
Kwality Wall's is a major producer
and distributor of ice cream and
other dessert products
in India, Pakistan, Sri
Lanka, Malaysia and Singapore. It
is a company of Hindustan Lever
Limited, the arm of Unilever in
India, and is an extension of
the Wall'sice cream brand of Great
Britain.
Kwality, the original Indian
company, was founded in 1956,
and was the first in the region to
import machinery for the mass
production and sale of ice cream on
a commercial scale. In 1995, in
view of the growth potential of the
frozen confections market, Kwality
entered into an agreement with
Lever, and has since been known
by its current umbrella name. At
the same time, other brands
acquired by Hindustan Lever, such
as Gaylord-Milkfood, were phased
out in favour of promoting the
Kwality Wall's brand. This
arrangement allows for local production and sale of Wall's products that are popular in its home
market, such as the Cornetto cone, and to create local variations on others, such as the Feast Jaljeera
Blast.
Vadilal
Kwality Wall's
Type Subsidiary
Industry Food
Founded 1956
Headquarters Mumbai, India
Products Ice cream
Parent Hindustan Lever Limited
Website Official Website
Vadilal BSE: 519156
(Vadilal Industries Limited) is
ranked as the second largest
producer of ice cream in India.[6] It
has the largest range of ice-
creams in the country, with more
than 150 flavors. The group's
principal activity is to manufacture
ice creams, frozen desserts and
process processed food products.
The company is one of the largest
processed food players in India
with major exports of frozen
vegetables, mango pulp, mango
milk shake, ready-to-eat snacks,
curries and breads. Vadilal has
approximately 150 ‘Happinezz’
branded stores across Gujarat,
Rajasthan and Uttar Pradesh. It
has also forayed into the world of
real estate, chemicals and forex.
The Managing Director [8] of
Vadilal Industries Ltd., Mr. Rajesh
R. Gandhi is the son of the
founder Chairman, Mr.
Ramchandra R. Gandhi. The
Vadilal Company became an
official corporate entity in the year
1970, but it traces its origin as far
back as 1907. The company aims
to be an Indian MNC in ice creams and while providing products and services at an
affordable price without any compromise on quality. Its major success factor lies in its ability
to cater to different market segment through varied product ranges.
AMUL
Vadilal Industries Limited
TypePublic Listed Company
BSE: 519156
Industry Food
Founded 1907[1]
Headquarter
sAhmedabad, India[2][3]
Key people
Ramchandrabhai Gandhi,
(Chairman),
Rajesh Gandhi Managing Director[4]
Products Ice cream
Revenue 190.662 crore (US$42.52 million)[5]
Parent Vadilal Group
Website Official Website
The Gujarat Cooperative milk
Marketing Federation Ltd, Anand
(GCMMF) is the largest food products
marketing organisation of India. It is
the apex organization of the Dairy
Cooperatives of Gujarat. This State
has been a pioneer in organizing dairy
cooperatives and our success has not
only been emulated in India but
serves as a model for rest of the
World. Over the last five and a half
decades, Dairy Cooperatives in
Gujarat have created an economic
network that links more than
2.8 million village milk producers with
millions of consumers in India and
abroad through a cooperative system
that includes 13,141 Village Dairy
Cooperative Societies (VDCS) at the
village level, affiliated to 13 District
Cooperative Milk Producers’ Unions at
the District level and GCMMF at the
State level. These cooperatives collect
on an average 7.5 million litres of milk
per day from their producer members,
more than 70% of whom are small,
marginal farmers and landless
labourers and include a sizeable
population of tribal folk and people
belonging to the scheduled castes.
The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products,
produced by the district milk unions in 30 dairy plants, under the renowned AMUL brand name. The
combined processing capacity of these plants is 11.6 million litres per day, with four dairy plants
having processing capacity in excess of 1 million Litres per day. The farmers of Gujarat own the
largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, Gujarat – which can handle
2.5 million litres of milk per day and process 100 MTs of milk powder daily. During the last year,
3.1 billion litres of milk was collected by Member Unions of GCMMF. Huge capacities for milk drying,
product manufacture and cattle feed manufacture have been installed. All its products are
Amul (ANAND MILK UNION LIMITED)
Type Cooperative
Industry Dairy
Founded 1946
Headquarters Anand, India
Key people
Chairman, Kaira District
Cooperative Milk Producers' Union
Limited. (KDCMPUL)
Products See complete products listing.
Revenue $2.15 billion (2010-11)
Employees
735 employees of Marketing Arm.
However, real pool consist of
2.8 million milk producers
Website www.amul.com
manufactured under the most hygienic conditions. All dairy plants of the unions are ISO 9001-2000,
ISO 22000 and HACCP certified. GCMMF (AMUL)’s Total Quality Management ensures the quality of
products right from the starting point (milk producer) through the value chain until it reaches the
consumer.
Ever since the movement was launched fifty-five years ago, Gujarat’s Dairy Cooperatives have
brought about a significant social and economic change to our rural people. The Dairy Cooperatives
have helped in ending the exploitation of farmers and demonstrated that when our rural producers
benefit, the community and nation benefits as well.
The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business
enterprise. It is an institution created by the milk producers themselves to primarily safeguard their
interest economically, socially as well as democratically. Business houses create profit in order to
distribute it to the shareholders. In the case of GCMMF the surplus is ploughed back to farmers
through the District Unions as well as the village societies. This circulation of capital with value
addition within the structure not only benefits the final beneficiary – the farmer – but eventually
contributes to the development of the village community. This is the most significant contribution the
Amul Model cooperatives has made in building the Nation.
CHAPTER 2: LITERATURE REVIEW
Executive Summary
In August 2009, ice cream maker Havmor decided to implement ERP system across its head
office, factory, and the state-of-the-art kitchen and three locations in Ahmedabad. With a
16,000 plus dealer network across Gujarat, Maharashtra, and Rajasthan, the company set
February 2010 as the deadline for the rollout. The short implementation window was set
keeping in mind the onset of the ice-cream season in March 2010.
The factory of Havmor at Ahmedabad manufactures 100-odd flavors of ice cream in multiple
packing options, thereby swelling raw material inventory, SKUs, and related documentation,
recalls Rekha Chona, Director, Havmor Ice Cream.“Our procurements, storages, productions,
delivery points, plant maintenance, customer deep-freeze maintenance & services are
scattered geographically,” she says. The legacy system catered the need of the individual
department but the drawbacks were data redundancy, lack of integration of the system and
wastage of time in sourcing and collating data. ERP was the need of the hour.
THE SOUR TASTE
In its two earlier attempts to implement ERP, Havmor was unsuccessful as it had selected a
customized software the first time and a non-standard ERP the second time, primarily due to
the lower cost of the product and implementation. Project ‘Mission Kamyaab’ was started to
reverse the failures of the previous two attempts.
The factory of Havmor at Ahmedabad manufactures 100-odd flavors of ice cream in
multiple packing options, thereby swelling raw material inventory, SKUs, and related
documentation, recalls Rekha Chona, Director, Havmor Ice Cream.“Our procurements,
storages, productions, delivery points, plant maintenance, customer deep-freeze
maintenance & services are scattered geographically,”she says. The legacy system
catered the need of the individual department but the drawbacks were data redundancy,
lack of integration of the system and wastage of time in sourcing and collating data. ERP
was the need of the hour.
The firm approached Innova Systems, its Ahmedabad-based system integrator for the past six
years. Innova understood the customer requirements and suggested SAP and even interacted
with the local SAP team who in turn studied the project requirements two to three times.
“Earlier, we could not afford SAP as it was a costly proposition for a company of our size.
However, SAP’s cost effective solution for SMEs changed the dynamics,” says Chona.
THE MIXED FLAVOR
Since Innova didn’t have expertise on ERP implementation, it went back to SAP for help,
which in turn suggested CMC as the latter had executed similar projects in FMCG vertical,
including a wafer manufacturing company. “After joint presentations at the customer end, we
got an order of ERP software - SAP ECC 6.0 and licensing,” says Dave, CEO, Innova
Systems (India).
“Looking at the previous two failed attempts and limited time in hand, we did not want to
experiment at the site of a loyal customer,” says Dave. Experimenting and probably failing
would have also meant losing the related Rs 1 crore plus hardware purchase order for Innova
Systems. The trade off was outsourcing the ERP implementation part worth Rs 34 lakh to
CMC.
Innova and CMC embarked on this project at Havmor in September ’09 with a plan to
complete it by Feb’10. Havmor management realized that this was an ambitious initiative
cutting across all the departments and would result in major changes in the job functions.
THE RIGHT INGREDIENTS
With SAP implementation, Havmor also needed hardware refresh in terms of servers,
storage, and networking gear at its data enter. Also, there was a need for 100 plus PCs
(desktops and laptops). Hardware supply and system integration has been core expertise of
Innova Systems and hence they bagged this project, which was over Rs 1 crore including
hardware, its integration, and software licenses. “We supplied all hardware, implementation
and SAP configuration issues like clustering. Due to SAP, the associated hardware must be
new and also new purchases were done due to new staff at Havmor,”says Dave. The entire
active and passive networking infrastructure including switches, routers and structured
cabling was also executed by Innova.
Innova Systems would soon connect the locations of Havmor through Tulip for WAN. “We
did contemplate open source than Microsoft during the project as it means cost savings for
customer. But Havmor did not have dedicated staff which is needed for open source
deployments,” says Dave. Innova supplied manpower to CMC to ensure speedy work and
more co-ordination between teams to meet the deadline.
“As a system integrator, Innova Systems tried to address our pain areas, from identifying
SAP and their SME rates, partner collaboration, and hardware integration. They also
suggested the project financing option,” said Chona.
Havmor Ice Cream looking to double its presence
@Franchise India: Ahmedabad-based chain of ice cream parlours, Havmor Ice Cream,
plans to double its presence in India in next one year. Currently, it is operating through 60
outlets across the various cities of Gujarat, through a mix of company owned and franchised
outlets.
The company is targeting few more cities of Gujarat like Surat, Rajkot, Jamnagar etc. to
mark its presence across the nation. Besides this, the company is also looking at expanding
in countries like US and Dubai through franchising.
(Rahul Gupta and Yogesh Gupta, 2010).
CHAPTER 3: RESEARCH METHODOLOGY
PROBLEM DEFINITION
Customer Satisfaction towards Havmor Ice-cream in Surat City.
OBJECTIVE OF THE STUDY
To find out the Satisfaction level towards Havmor Ice-cream in Surat City.
To find out customers favourite flavour of Havmor ice-cream.
To find out the how the customer rank according to various characteristic of Havmor
ice-cream.
Where they rank Havmor Ice-cream as compared to leading market Ice-cream
companies.
RESEARCH DESIGN
In this project, the Descriptive research design has been used in which the data are
collected by cross sectional research design. As the study is done to know the Satisfaction
of customer towards Havmor ice-cream only and as it only describes the level of
awareness and not explains anything the study is descriptive study.
NON PROBABILITY SAMPLING
Non probability convenience sampling design is used in this project. On probability is
that sampling procedure which does not afford any basis for estimating the probability
that each item in the population has of being included in the samples.
RESEARCH INSTRUMENT
Questionnaire is used for the purpose of data collection as the research instrument.
SAMPLE SIZE
The sample size taken for the survey purpose is of 50 people from Surat city.
Pre-testing:
Before the final survey, 5 people were surveyed first to check the validity of the
questionnaire.
Execution of sampling process:
Data are collected from the people of Surat city through personal interview with them.
DATA COLLECTION:
For the preparation of the project both types of data are used.
Primary Data
Secondary Data
Primary Data:
Primary data are those data which are collected by the researcher for the first time for his use.
These data are pure and therefore more reliable. Primary data gives the original picture of the
study or situation for which they are collected.
In this project, the primary data are collected through the use of survey method. In the survey
the respondents were personally interviewed for data collection.
Secondary Data
Secondary data are those data which are once collected by any other person in past for his
purpose and now being used by the researcher for his purpose. These data are less reliable
compared to primary data because these data may be obsolete with the passing of time and
may have bias information.
In this project, most of the secondary data are collected from internet. Some data regarding
the company were obtained with the help of the company guide.
Geographical Area:
Surat city is selected to study the Satisfaction of consumer towards Havmor ice-cream.
LIMITATIONS OF THE RESEARCH
During the project following hurdles are faced.
Probability sampling was not used therefore the results cannot be generalized to the
population.
As many of the respondents were not that much familiar with English, I needed to
explain each and every question in Guajarati or Hindi to them.
Research only conducted within limited geographical area only which is Surat.
CHAPTER-4 DATA ANALYSIS AND INTERPRETATION
Are you consumer of Havmor Ice-cream?
Yes 100
No 0
Table 1: Consumer of Havmor Ice-cream
Interpretation:
Here it’s all respondents are consumer of Havmor Ice-cream so that getting information about
Havmor ice-cream and its quality become easier as every respondent knows the Havmor ice-
cream and the consumer of Havmor Ice-cream.
How you come to know about Havmor ice-cream?
Frequency Percentage ( % )
Newspapers 18 35.77
Radio 17 34.95
Hoardings 3 0.05
Family or Friends 8 22.76
Others 4 0.02
Table 2: Sources of knowledge about Havmor Ice-cream
Newspa-pers
Radio Hoardings Family or Friends
Others
Frequency 44 43 6 28 2
Percentage ( % )
35.77 34.95 0.05 22.76 0.02
2.57.5
12.517.522.527.532.537.542.547.5
Chart 2: Sources of awareness about Havmor Ice-cream
FrequencyPercentage ( % )
Interpretation:
Here from the diagram, it’s clearly represents that Newspapers and Radio is most prominent
source for the awareness of Havmor Ice-ream. Then comes Family or friends which influence
the behavior of buying. Some respondents suggest T.V. also for the knowledge about Havmor
Ice-cream.
How frequently you purchase Havmor ice-cream?
Once a week 48
More than once a week 33
Once a month 10
On a special occasion 09
Table 3: Frequency about purchasing Havmor Ice-cream
Once a week More than once a week
Once a month On a special occa-sion
Frequency 48 33 10 9
5
15
25
35
45
55
Chart 3: Frequency of purchasing Havmor Ice-cream
Frequency
Interpretation:
The graph mentioning that majority of respondents purchase ice-cream once a week that
shows the at the medium flow of consumption of Havmor Ice-cream. If there was more
frequency in “More than once a week” then it would have been better position for the
company to sell out ice-cream in market. There are also respondents who buy the Havmor
Ice-cream on special occasion only.
In what form do you prefer to have Ice-cream?
Frequency Percentage ( % )
Candy 57 20.28
Cup 63 22.42
Cone 44 15.66
Family pack 55 19.57
Roll Cuts 62 22.06Table 4: Preference about form of Havmor Ice-cream
Candy Cup Cone Family pack Roll Cuts
Frequency 57 63 44 55 62
Percentage ( % ) 20.28 22.42 15.66 19.57 22.06
5
15
25
35
45
55
65
Chart 4: Prefrence about forms of Havmor Ice-cream
FrequencyPercentage ( % )
Interpretation:
As you can see in the chart, there are somewhat equal amount of responses about forms of
Havmor Ice-cream. It shows the consumer are happy with the all kind of forms Havmor
providing for their consumers. However if look at the exact figure, the cup and Roll-cuts
having most preference of consumer according to form of Havmor Ice-cream.
Which flavours of Ice-cream you buy most?
Frequency Percentage ( % )Vanilla 47 15.31Strawberry 62 20.20Chocolate chips 39 12.70American Dry Fruits 54 17.59Pina chips 47 15.31Kesar pista 46 14.98Any other 12 00.04
Table: 5 Flavours of Havmor Ice-cream
Vanilla Straw-berry
Chocolate chips
American Dry Fruits
Pina chips Kesar pista
Any other
Fre-quency
47 62 39 54 47 46 12
Per-centage ( % )
15.31 20.2 12.7 17.59 15.31 14.98 0.04
5152535455565
Chart 5: Flavors of Havmor Ice-cream
FrequencyPercentage ( % )
Interpretation:
Most of the respondents prefer Strawberry as their favorite flavor. Then comes American dry fruits, Vanilla, Pina chips, Kesar pista respectively. In other section, consumer have suggested in their favorite flavor as Rajbhog, Green pista, Afghani Dry-fruit, Kaju kismis, Badam Kaju Pista, Black current etc.
Normally from where you usually buy Havmor Ice-cream?
Ice-cream parlours 30Restaurant 47Local Ice-cream shops 20others 03
Table 6: Preference of buying Havmor Ice-cream
Icrecream parlors
Restaurent Local Icecream
shops
others
Frequency 30 47 20 3
2.57.5
12.517.522.527.532.537.542.547.5
Chart 6: Preference of buying Havmor Ice-cream
Frequency
Interpretation:
As we can see from this diagram most of the respondents prefer restaurant while purchasing
the Havmor Ice-cream. 30 respondents like to purchase Havmor ice-cream from the official
Havmor outlet and other prefer to buy ice-cream from Railway Station and Bus-station.
What rank you would like to give according to following characteristic of Havmor Ice-cream?
1 2 3 4 5
Price 29 44 10 4 13
Availability 28 31 17 16 8
Quality 32 6 38 15 9
Flavours 8 10 23 45 14
Offers 4 7 12 22 55
Table 7: Ranking according to the characteristic of Havmor Ice-cream
Interpretation:
By analyzing the table of content the most least important factor that consumer thinks it is
Quality. The company should have to generate awareness programme about quality of
Havmor ice-cream. The most important factor the consumer thinks it is Offers. Havmor
comes with a very innovative offers range so it can be the one of the reason for most
desirable characteristic according to the consumers. And price becomes 2nd most important
factor for consumers.
What do you think about quality of Havmor Ice-cream?
Excellent 38
Good 50
Neutral 10
Bad 2
Very bad 0
Table 8: Quality of Havmor Ice-cream
Excellent Good Neutral Bad Very bad
Frequency 38 50 10 2 0
5
15
25
35
45
55
Chart 7: Quality about Havmor Ice-cream
Frequency
Interpretation:
Here the effort is made that how the customer is satisfy with the quality of Havmor ice-
cream, this help to analyze that test and quality of Havmor Ice-cream products with the
consumers tests and preferences. Here, majority of respondents feels the quality of Havmor
ice-cream is: Good”. Its positive direction for the company to strive their efforts in improving
the more quality which can highly satisfy for consumers.
How would you rate the Havmor ice-cream in following categories?
CharacteristicsMost Fav._____________Less Fav.
1 2 3 4 5
Value for money 85 10 5 - -
Sweetness 12 69 5 13 1
Packaging 25 37 17 14 7
Customer services 31 21 30 13 4
Advertisement 35 16 37 5 7
Verities 44 29 15 3 9
Table 9: Rating of Havmor ice-cream in various categories
Interpretation:
1. Value for money: The value for money is most favorable category for consumer. So
company should have to come with a economic schemes which can attract consumer.
2. Sweetness: Sweetens falls in 2nd rank as favourable only for consumers. The
sweetness having no major problem for consumers.
3. Packaging: Packaging includes shape, design , durability of ice-cream which is 2nd
most favorable for consumers.
4. Customer services: Customer service include the after selling service which can
include hearing the matter regarding to the quality of product or any other quarries of
consumers which is average favorable for consumers.
5. Advertisement: Advertisement having average favorability for consumers.
6. Verities: Consumers wants to include more verities in the product of Havmor ice-
cream so it is most favorable variable for Consumers.
Would you like to include any flavours in Havmor ice-cream?
Yes 19
No 82
Table 10: Includence of flavours
Yes No
Frequency 19 82
5
15
25
35
45
55
65
75
85
Chart 8: Includence of Flavours
Frequency
Interpretation:
This helps to company include more verities in its product range. However most of the
respondents respond “No” but some of the respondents (19) suggest some of the flavors
which include Ginger, Vegetables, Litchi-Strawberry candy, Lassi kulfi, Badam kesar ice-
cream, Mirchie Ice-cream etc.
Where you think Havmor ice-cream rank as compared to other ice-cream available in market?
Top 49
Next best 50
Average 1
Bottom 0
Table 11: Rank of Havmor Ice-cream compare to others ice-cream brand
Top Next best Average Bottom
Frequency 49 50 1 0
5
15
25
35
45
55
Chart 9: Rank of Havmor Ice-cream compare to others ice-cream brand
Frequency
Interpretation:
This graph showing equal amount of responses which is : “Top” and “Next best” which
represents that Havmor company can be the strong preference for consumer for buying Ice-
cream or can be the second best option for consumers.
In which field you can think Havmor Ice-cream improves more?
Frequency Percentage ( % )
Price 30 23.81
Quality 39 30.95
Quantity 23 18.25
Availability 33 26.19
Any other 01 0.007
Table 12: Improvement in the field
Price Quality Quantity Availability Any other
Frequency 30 39 23 33 1
Percentage ( % ) 23.81 30.95 18.25 26.19 0.00700000000000001
2.57.5
12.517.522.527.532.537.542.5
Chart 10: Improvement in the field
FrequencyPercentage ( % )
Interpretation:
From the following chart the majority of consumers want improvement in the field of quality. While the quantity having less consideration so we can say that Havmor Ice-cream having a great efficiency in maintaining quantity of ice-cream.
Will you advice others to buy Ice-cream?
Yes 99
No 01Table 13: Advice other to buy Havmor Ice-cream
Yes No
Frequency 99 1
10
30
50
70
90
110
Chart 11: Advice other to Buy Havmor Ice-cream
Frequency
Interpretation:
From the following chart its clearly mention that almost every respond will advice other to buy Havmor ice-cream.
Chapter 5: FINDINGS AND CONCLUSIONS
Here are the some of the findings we made after analysing the respondents’ responses.
Havmor Ice-cream is liked by majority of people as we saw earlier in the chart. More
than 50% Havmor ice-cream customers like quality of Havmor Ice-cream.
The most feasible awareness sources of Havmor Ice-cream are Newspaper and Radio
compare to other sources like Hoardings and Family of Friends.
Most of the consumers prefer buying of Havmor Ice-cream once a week.
There is almost similar waightage to forms of ice-cream product of Havmor Ice-cream
consumer would like to have. The most favourite ice-cream of consumer is
Strawberry, American Dry-fruit and Vanilla.
Most of the consumer buy Ice-cream from the restaurant then Ice-cream parlors.
Quality is least significant rank given by consumers about Havmor Ice-cream.
Whereas, Offers are most significant rank given by consumers.
Most of the consumers find quality of Havmor ice-cream is “GOOD”.
The respondents suggest some of the flavors which include Ginger, Vegetables,
Litchi-Strawberry candy, Lassi kulfi, Badam kesar ice-cream, Mirchie Ice-cream etc.
in the suggestion.
Consumers want improvement in the quality of Havmor Ice-cream.
Most of the consumers would like to suggest Havmor Ice-cream to others.
CONCLUSION
The survey resulted into following conclusions:
HAVMOR must come up with new promotional activities such that people become
more aware about Ice-cream,
Quality is the dominating aspect which influences consumer to purchase HAVMOR
product, but prompt availability of other brands and aggressive promotional
activities by others influences the consumer towards them and also leads to increase
the popularity of brand.
People are mostly satisfied with the overall quality of HAVMOR Products, but for the
existence in the local market HAVMOR must use aggressive selling techniques.
Consumers purchase Ice-cream from Restaurant more than the Havmor parlours so
company should have to increase awareness level of consumers towards Havmor ice-
cream parlours and promote schemes at Havmor outlets.
CHAPTER 6: RECOMMENDATIONS
On careful observation of Havmor Ice-cream, we have the following suggestion for Havmor
Ice-cream, Surat which on proper implementation may provide a big boost to it.
We have observed that people of age group 20 to 30 are maximum consumer of
Havmor Ice-cream. So the target market for Havmor Ice-cream is people of age group
20-30 years & also kids of age group 10-20 because kids are always easy targets.
All information regarding Havmor and its products should be available on internet.
Increase in advertisement and publicity.
Motivation program for booth and parlor owners.
Glow sign boards should be provided to booth and parlor owners.
New flavours of Havmor Ice-cream should be launched like ice-cream.
Inspection and frequent check of booth and parlors.
BIBLIOGRAPHY
Book reference:
Kotler, P. (2007). Marketing Management 13th edition, published by Pearson
Education, Inc. Delhi.
Bhattacharyya, D. (2010). Research Methodology 2nd edition. New Delhi: India Sales
Offices.
Web Reference:
Havmor Ice CreamLimited (N. D.), Retrieved November 16, 2011, From
www.havmore.com
Paul Thachil (November 1, 2009). Ice Cream Industry in India. Retrieved November
16, 2011, from http://www.dare.co.in/opportunities/other-business-opportunities/ice-
cream-industry-in-india.htm
Indial AGRO Industry (N. D.). Agricultural Commodities. Retrieved November 16,
2011, from http://agro.indiamart.com/agricultural-commodities/icecream.html
Yogesh Gupta (2010). Innova Systems implements ERP at Havmor Ice Cream.
Retrieved November 16, 2011, from http://www.channelworld.in/case-study/erp-
global-ingredients-local-flavor
Questionnaire
Consumer Satisfaction Towards Havmor Ice-creams Surat City
Dear Respondent,
We are students of S.R.Luthra Institute of Management (Surat, Gujarat) and doing a survey for a study for which we intend to pose a questionnaire to find out customer satisfaction towards Havmor Ice-creams. Your cooperation is deeply solicited to provide the relevant information. I assure that information will be kept confidential and use for academic purpose only. Thank you.
Name: __________________________
Age: _____
Gender: Male: _____ Female: _____
Occupation: ______________________
Contact no. (M): ___________________
1. Are you a consumer of Havmor Ice-Cream?
O Yes O No
2. How you come to know about Havmor ice-cream?
O Newspapers O Radio O Hoardings
O Family or Friends O Others, Please specify ______________
3. How frequently you purchase Havmor Ice-creams?
O Once a week O More than once in week
O Once a Month O On a special occasions only
4. In what form do you prefer to have Ice Cream? ( Multiple tick mark allowed)
O Candy O Cup O Cone
O Family pack O Roll Cuts
5. Which flavors of Havmor Ice-cream you buy most? (Multiple tick marks allowed)
O Vanilla O Strawberry O Chocolate chips
O American Dry fruits O Paina chips O Kesar pista
O Any other: ____________
6. Normally, from where you usually buy Havmor Ice-creams?
O Ice-Cream parlors O Restaurants
O Local Ice cream shops O Any other _________
7. What rank would you like to give according to following characteristics of Havmor Ice-creams?
(Rate on a scale of 1 to 5, 1: least important and 5: the most important)
Price _______
Availability _______
Quality _______
Flavors _______
Offers _______
8. What do you think about quality of Havmor Ice-Cream?
O Excellent O Good O Neutral O Bad O Very Bad
9. How would you rate the Havmor Ice-Cream in following categories?
CharacteristicsMost favourable ____ Less favourable
1 2 3 4 5Value for money
Sweetness
Packaging
Customer ServicesAdvertisementVerities
10. Would you like to include any flavour in Havmor Ice-Cream?
O Yes O No
If yes, what is that flavour _________
11. Where you think Havmor Ice-cream ranks as compared to other Ice creams available in market? (Amul, Vadilal, Kwality walls, etc.)
O Top O Next best O Average O Bottom
12. In which field you can think Havmor Ice-cream improves more?
O Price O Quality O Quantity
O Availability O Any other ____________
13. Will you advice other to buy Havmor Ice cream?
O Yes O No
Thank you for your valued opinion