Sip Report on Customer Preferance for Vimal Ice Cream

Chapter 1

Introduction

The journey called Vimal Group

Vimal group has its roots in North Gujarat. One of the most

respected groups now, it had its humble beginnings but with

a clear vision. And today it has grown to be a conglomerate of 19 group companies.

These thriving companies broadly cater to seven categories: Edible Oils, Dairy, Paints &

Micronized Minerals, and Ceramics tiles, Electricals, Engineering and Real Estate.

The days of the group's inception were challenging. Where private enterprise had

to work very ingeniously to overcome bottlenecks of Industrial infrastructure and

Investments; Shri C.I.Patel, the founder of the Vimal Group took it upon himself to steer

the enterprising ambitions to greater heights in the era of regulated Indian markets of the

70s. The ingenious approach thus evolved was to take a route of mass participation and

community benefiting businesses. Consequently, Shri C.I.Patel and those who followed

him aligned business opportunities with the objective of community building. This

approach remains enshrined in the Group's ethos to this day and will continue to guide

the way forward.

The rich rewards thus reaped on solid foundation are evident in the year on year

growth. The Vimal Group touched Rs 1500 crore revenues landmark in the year 2008-09.

The rapid stride it took in the last decade envisions a wider role of the group in the

industrial development of the region.

The Group's flagship company is also one of the most successfully publicly listed

enterprises ----Vimal Oil & Foods Ltd. It stands apart from the rest.

Chapter 2

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About The Company

Vision:

Based on quality and reliability, Vimal group is to become the most preferred

brand in the region.  

Our vision is to grow rapidly with the help of newer technologies and tapping

latent needs of the consumers. It is our firm belief that if we can provide what consumers

need, in a way they need, there is hardly a reason why Vimal brand will not soon become

one of the most preferred and trusted brands. For this we will keep re-assessing and build

upon our strengths and improve upon our weaknesses. As part of the Vimal group, we,

the Promoters & the employees should never compromise on the promises of quality and

innovation. And the goals are ours to reach.

Mission:

Continue to provide value added products in an ethical and competitive way to the

community. 

Businesses are to generate profits. The difference with us is how we define profit.

We believe that any exchange of goods and services should leave both- the giver and

taker- satisfied and pleased. This generates trust. This in turn is, key to the growth and

even survival of a company. On the other hand, adapting to changing times – whether it is

new technology or consumer needs makes a business profitable. This profitability allows

continuity and growth of the business. In short, it is a two way process. For overall

development. 

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Quality Policy

Our all Group companies adhere to national and international quality standards

like ISO and highest valued certifications from the government authorities. And continue

to update and upgrade with quality commitments and bureau standards issued by

competent authorities. 

It is committed in action to deliver satisfying Products & Services for the present

and future requirements of end users. The emphasis is on prevention rather than

detection. It is the group’s policy to manufacture & market goods, which comply with the

customers’ needs and the product designers’ specifications. The quality system is so

designed that keeps ensuring the maintenance of the product quality standard through the

evaluation, Inspection and verification of processes of all stages of manufacture. 

This has led to a major thrust in the product exports. The fruits of increase in

exports are a result of our policy to ensure that supplies adhere to contractual

specifications and satisfy the customer in terms of consistent quality and timely delivery.

Milestones

Year Achievements

1972  – Foundation of the Group Company by Shri C.I.Patel started with

Manufacturing of Boosters & Transformers.

1984  – Entered in engineering & Electricals products and started a new division

– Vimal Pumps & Vimal Cables.

1989  – Another diversification – Started Vimal paints. 

1992  – Biggest leap, Diversified in Edible oil business and Foundation of Flagship

Company.

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–Vimal Pumps & Vimal Cables Vimal oil & foods Ltd. 

1994  – Reached 100 Cr. Mark .

1994  – Dairy Business Started.

1996  – Entered in Micronized minerals 

1998  – Reached 500 Cr. Mark

2003  – Entered in Ceramics and launched a Tile Brand – Swastik Tiles 

2007  – Reached 1,000 Cr. Mark

2009  – Reached 1,500 Cr. Mark 

2011 – Entered in Ice Cream Industry

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Promoters

Mr. Chandubhai I. Patel

Aged about 67 years, he is a B.E. Electrical, having experience of 37 years in Industry.

He is theChairman of the Vimal Group of Industries and also a promoter of Mehsana

Urban Cooperative Bank Limited. He is a member in 9 Executive Committee of Gujarat

Chamber of Commerce and Industry. He is a social worker being a Trustee in many

educational trust. All the Group & Companies are progressively working under the

guidance of Shri Chandubhai I. Patel.

Mr. Jayesh C. Patel

Aged about 40 years, He is a B.E. Computer science  with 16 years of experience

in Edible Oil Industry and Dairy Business. He is the Managing Director of Vimal Oil &

Foods Limited & Vimal Dairy Limited and also looking after other diverse group

companies. He is actively associated with India's Premium associations; like - SEA,

COOIT, GCCI, FICII, IDA & NGONA.

Mr. Ganpatbhai K. Patel 

Aged about 55 years is an industrialist having 29 years of experience in

Decorative, Industrial and Marine paints. He is Managing Director of Vimal Paints,

Vimal Microns Limited and Vim Coats. 

Mr. Narayanbhai S. Patel 

Aged about 64 years is a Commerce Graduate having 39 years of experience in

Submersible Pump Industry. He is looking after Vimal Pumps Private Limited & Vimal

Engineering Company. 

Mr. Girish Patel 

Aged 39 yrs and started his career with ceramic field in year 1994 and have deep

knowledge of this industry and handling ceramic division for Vimal Group and Managing

Director for the same. Planning to expand this division to Exterior cladding Tiles,Pavic

Tiles,Sanitary Ware,C.P. Fittings and also in Glass Mosaic.

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Vimal oil

About Vimal Oil

Vimal Oil & Foods Ltd. (VOFL), the flagship company of Vimal Group, was started in 1993 with the holy hand of Param Punjay Pramukh Swami Maharaj (Head BAPS), in Mehsana, Gujarat, with a small 50-ton refinery, and today it has evolved into a fully integrated and automatic oil-processing unit with an annual turnover or Rs. 630 crores, listed with Ahmedabad and Bombay Stock Exchange.

VOFL is always committed to quality and integrity, and that’s what reflects in our products that never fail to delight our customers. With a single goal of offering our customers a superior range of products that they can choose as per their needs. In that quest, we have broadened our business horizons by introducing cottonseed oil, groundnut oil, mustard oil, Soyabean oil, Sunflower oil, Corn oil and table margarine.

Despite the considerable success the company has achieved, it continues to invest substantial resources in exploring and adopting the latest technological advancements in their chosen field. Which is what enables their R&D to constantly come up with new, innovative solutions?

The Manufacturing facility comprises an integrated, continuous plant, set up by Alfa Laval. All the packaging is done in-house. In fact the Company has gone in for backward integration, by manufacturing its own packs. Be it Tins, HDPE jars, PET bottles or corrugated boxes. This works out to be very cost-effective, and also retains the quality of the product. The products are lab-tested at every stage, staring with the raw material, and ending with final packaging.

With the immense experience of the Vimal Group, VOFL has earned a solid reputation for its vision, entrepreneurial spirit and competitive edge.But the focus on the commercial aspects of their ventures, has not made the company lose their human touch. The organization cares for its people, as much as it does for its products. And when we say ‘people’, we refer to all its stakeholders: the staff, suppliers, clients, shareholders...all the way to its end-users –the customers, More so, as their products are meant for human consumption. In fact, VOFL’s motto has always been to launch brands that will make “Healthy U, Happy U”.

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Code of Business Conduct:

1. Introduction 

a. What is this “Code of Business Conduct and Ethics”?

This Code of Business Conduct and Ethics describes and summarises the

standards of business conduct for the Company and also highlights the importance

of ethical value in conducting the business affairs of the Company.

b. Purpose of this “Code of Business Conduct and Ethics”:

This Code of Business Conduct and Ethics has been adopted by our Board

of Directors to ensure efficient compliance with all legal requirements and other

standards of business conduct. The main object of this Code of Business Conduct

and Ethics is to deter wrongdoing and promote ethical conduct.

All employees, officers and trainees of the Company are expected to read

and understand this Code of Business Conduct and Ethics. We must strive to

ensure due compliance with the standards laid down by this Code and to enforce

the same in their letter and spirit.

As the principles and standards laid down in this Code are general in

nature, and it is not possible to put within its ambit every possible issue that may

arise or every situation where standards of business conduct are required to be

complied with, we should take note of the fact that these principles and standards

described in this Code are rather key guiding principles and standards. We should

also review all applicable Company policies and procedures from time to time.

This Code of Business Conduct and Ethics is subject to modification. It

may be updated as and when needed.

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c. Applicability of this Code:

1. This Code is approved by the Board of Directors in their meeting pursuant to the

requirements of Clause 49 sub clause I D of listing agreement.

2. The Code is applicable to:

• Members of the Board

• Senior Management Cadre comprising CEO's / Executive Directors, and General

Managers both together referred to as "Employees" hereafter.

3. The Code with the exception of Clause 14 (Certification) is also applicable to all

other employees not covered as above.

4. The Code of Business Conduct (“Code”) lays down important corporate values that

shape the Company’s value system and business practices and represents cherished

values of the Company.

5. The Code provides guidance to employees in recognizing and dealing with

important ethical and legal issues and fosters a culture of honesty and accountability.

This Code is not intended to cover every legal or ethical issue that may arise in course

of the business. When required, advice or guidance must be taken from the

appropriate person in the Senior Management Cadre.

2. Compliance with this code  We are committed to the highest level of ethical conduct and it should be reflected in all business activities of the Company. We must respect and adhere to these practices. These practices have various legal and regulatory consequences. The violation of the same would create significant liability for you, the Company and its employees, officers and Directors.

It will be our responsibility to enforce this Code of Business Conduct and Ethics. Any violation would be reported to the Head of Department and it may lead to disciplinary action up to and including termination.

3. Applicable laws 

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Each director, officer and employee must acquire appropriate knowledge of the

requirements regarding his or her duties sufficient to enable him or her to comply with

the provisions of all applicable laws, rules, regulations and any other statutory orders.

4. Conflict of interest 

A conflict of interest exists where the interests or benefits of any employee,

officer or director of the Company conflict with the interest or benefit of the Company

and its affiliates.

Our employees, officers and directors of the Company are expected to act in

accordance with the highest standards of personal and professional integrity, honesty and

ethical conduct. The honest conduct would be a conduct that is free from fraud or

deception. The ethical conduct would be a conduct conforming to the accepted

professional standards of conduct.

It is not practical and possible to list all situations in which conflict of interest

may arise, however following examples of situations, which may constitute a conflict of

interest, are provided for your perception regarding the nature and scope of the term “a

conflict of interest”:

Engaging in any activity that interferes with your performance or responsibilities

to the Company,

Accepting simultaneous employment with a Company supplier, customer,

developer or competitor or taking part in any activity that enhances or supports a

competitor’s position

Investing in a Company supplier, customer, developer or competitor which may

result in compromise with the responsibilities to the Company,

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Conducting the business of the Company with relative or with a business in which

a relative is associated in any significant role,

Accepting any offer, payment, promise to pay, or authorisation to pay any money,

gift or anything of value from customers, vendors, consultants, etc. that is

perceived as intended, directly or indirectly, to influence any business decision,

any act or failure to act, any commitment of fraud, or opportunity for the

commission of any fraud,

Competing, directly or indirectly, with the Company for the purchase or sale of

the property, products, services or other interest,

Receiving loan or guarantee of an obligation as a result of your position with the

Company.

Each of us has responsibility to handle such actual or apparent conflict of interest in

ethical manner taking in view the principles and standards laid down in this Code.

5. Disclosure practices of the company 

We all are committed to ensure timely and adequate disclosure of relevant

information to the shareholders, SEBI, ROC, Stock Exchanges and all other legal and

statutory authorities. Such disclosure shall be full, accurate, timely, understandable and

true & fair.

6. Corporate opportunities 

All employees, officers and directors are prohibited to exploit the corporate

opportunities, which are discovered through the use of corporate property, information or

position, for their own personal benefit or gain.

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7. Protection of confidential information 

The Corporate Confidential Information is a valuable asset to the Company. The

confidential information includes product plans and architectures, source codes, names

and lists of existing and potential customers, dealers, suppliers and employees, any non-

public information that might be useful to the competitors of the Company, intellectual

properties, business objects and strategies, pricing information and any other vital

financial, commercial and legal information. All confidential information must be used

for the purposes of the Company. All directors, officers and employees of the Company

must respect the property rights including the intellectual rights of other companies and

concerns.

The obligation to safeguard the proprietary and confidential information continues

to exit even after leaving the employment of the Company. Each of us has liability to

return all corporate confidential information in possession while leaving the Company.

8. Protection and use of the company’s assets

All employees, officers and directors are responsible for protecting and for

appropriate use of the assets of the Company. We must safeguard the assets of the

Company against loss, damage, misuse or theft. Any violation of this aspect of this code

will subject to the disciplinary action up to and including termination of the employment

or business relationship. The assets of the Company including vehicles, spares and

supplies, equipments, stationery, funds, brand and logo of the Company, hardware &

software and all other electronic communication devices, must be utilized in legal, ethical

and appropriate manner.

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9. Code of conduct for directors and senior management 

The Board of Directors (the “Board”) and the senior management of Vimal Oil &

Foods Limited subscribe to the following Code of Conduct adopted by the Board.

i. use due care and diligence in performing their duties of office and in exercising their

powers attached to that office;

ii. act honestly and use their powers of office, in good faith and in the best interests of the

company as a whole;

iii. not make improper use of information nor take improper advantage of their position

as a Director;

iv. not allow personal interests to conflict with the interests of the company;

v. recognise that their primary responsibility is to the company’s shareholders as a whole

but they should (where appropriate) have regard for the interests of all stakeholders of the

company;

vi. not engage in conduct likely to bring discredit upon the company; and

vii. be independent in judgment and actions, and to take all reasonable steps to be

satisfied as to the soundness of all decisions taken by the Board of Directors;

viii. ensure the confidentiality of information they receive whilst being in office of

Director and is only disclosed if authorised by the company, or the person from whom the

information is provided, or as required by law.

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10. Compliance with code of conduct for prevention of insider trading 

Our Company has absolutely prohibited the use of Unpublished Price Sensitive

Information and any other non-public information for trading in the securities of the

Company. The violation of this would result in appropriate disciplinary and legal action.

Company has laid down the Code of Conduct for Prevention of Insider Trading

for ensuring due compliance with the provisions of the applicable regulations regarding

prevention of Insider Trading. Copy of the Code of Conduct for Prevention of Insider

Trading is available with the Compliance Officer of the Company.

11. Fair dealing with customers, suppliers & public 

We must remember that we represent our Company while dealing with our

customers, suppliers and public. We hereby confirm our commitment to build a

relationship based upon trust. Each employee, officer and director must act in such

manner so that the members of public will be confident that they will be treated lawfully

and in an ethical manner. No one should take unfair advantage through giving misleading

information, concealment of facts, misrepresentation of material facts or abusing the non-

public privileged information.

All financial and commercial transactions and dealings must be fully and

accurately recorded in the Company’s books and records in accordance with the

applicable laws. No payment shall be made in unethical way. The violation of the

provisions of fair dealing would result in appropriate disciplinary action as well as

potential civil or criminal action.

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12. Disciplinary actions 

It is expected from all persons covered under this Code of Business Conduct and

Ethics that they will adhere to the principles and rules laid down in this code. The

appropriate disciplinary action will be taken against the delinquent employee, officer or

Director who is found to violate these principles and policies or any other policy of the

Company.

The disciplinary action may include immediate termination of employment or

business relationship at the Company’s sole discretion. The Company will recover any

loss suffered by it due to violation of the provisions of this code by any delinquent in

legal manner.

All employees, officers and directors are encouraged to report any suspected

violation promptly. The Company will not tolerate any kind of retaliation for reports or

complaints regarding misconduct that were made in good faith.

The members of the Board of Directors and/or members of Audit Committee will

be notified of any concerns about violations of standards for conduct of business, ethics,

laws, rules, regulations or this Code.

13. Waivers 

The Board of Directors of the Company must approve any waiver or implicit

waiver of any provision of this Code of Business Conduct and Ethics for a member of the

Board of Directors or executive officer in writing and the same shall be promptly

disclosed.

The Company Secretary of the Company must approve any waiver of any

provisions of this Code regarding any other employee, officer, agent or contractor in

writing. Any such waiver will be disclosed in the Annual Report of the Company.

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14. Certifications 

The directors / employees to whom the Code is applicable shall every year affirm

to the Board of Directors their compliance with the Code in the format attached herewith

as Annexure A. The Managing Director will make a declaration in the annual report for

each year that the above affirmations have been received from the Employees.

Swastik Tiles

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About Swastik Tiles

Founded in 1996, an ISO-9001:2000 Certified Company, SWASTIK GROUP,

with a Installed Capacity of 30,000 sq.mtr./day is one of the leading players in India's

ceramic industry for technology and brand recognition, and a trend setter in the

marketplace. SWASTIK targets architects, interior designers and the most demanding

customers offering a wide range of products, designed to satisfy every planning need and

give spaces a touch of style and refinement.

Vision:

Our Vision is to be a Leading Tile Manufacturer with healthy sales & be a

respected company in the Country.

Mission:

Our mission is to discover, develop, innovate & successfully reach every corner

of the Country in the next Decade to provide hygienic & beautiful homes with cost

saving solutions.We would be socially responsible organization by providing high

quality alternative products like Laminates, Sanitary Ware and C. P. Fittings. Our

future ambition is to produce Cement & Power. In the journey to the top we shall

provide total satisfaction to all our Stakeholders & contribute to the Nation's Growth.

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CORPORATE PROFILE

Founded in 1996, an ISO-9001:2000 Certified Company, SWASTIK GROUP,

with a Installed Capacity of 30,000 sq.mtr./day is one of the leading players in India's

ceramic industry for technology and brand recognition, and a trend setter in the

marketplace. SWASTIK targets architects, interior designers and the most demanding

customers offering a wide range of products, designed to satisfy every planning need

and give spaces a touch of style and refinement.

SURFACES FOR CONTEMPORARY ARCHITECTURECeramic becomes the protagonist of the design project

SWASTIK's catalogue offer more than 1000 collections designed to meet every

architectural need: floor and wall coverings for residential and commercial areas,

flooring for outdoors, large-scale architectural projects and urban design. SWASTIK's

collections represent a complete range of Ceramic Wall & Floor, Vitrified, Porcelain &

Gres Porcellanato featuring a broad size range from 8”x12” to 1mtr x 1mtr, a balanced

colour palette and cutting-edge and refined decorations.

ELEGANCE AND DESIGN IN THE FORM OF CERAMICTrend-setter collections, the pioneer of a new style

SWASTIK's collections result from accurate research and development studies

and are designed to translate into ceramics, the cutting-edge architecture, fashion and

design evolutions together with the most advanced technological innovations.

Products, therefore, have high aesthetic and planning values and are positioned in the

highest market segment, becoming a source of inspiration for new ceramic trends and

production techniques.

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FROM RESEARCH TO INNOVATIONInnovative technologies for high-definition ceramics

Among the most evolved in the global ceramic segment, SWASTIK's production

technologies stem from constant research and development. Raw materials are

carefully selected and manufactured according to automated and constantly monitored

productive processes. Involving machinery and technological launcher from world

leaders like SACMI- Italy, employing India’s longest Kiln 190 mtr & Largest Press

6200 PH.

NETWORKComprehensive Reach

Swastik Tiles has been expanding its base by leaps & bounds with national as

well as international presence with exporting to Srilanka, Nepal, Africa, Saudi Arabia

and Dubai. Swastik Tiles epitomizes the fine balance of contemporary styling and

evergreen designing that enamors clients across the world.

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Steeping Stone of Success

The company established its first Wall Tiles Plant in the name of Spenta Tiles at Himmatnagar.-1997

Saw the incarnation of another Wall and Floor Tiles plant in the name of Akik Tiles Ltd. at Nandasan, Mehsana.-2001

SWASTIK started their first phase with increasing production capacity of 60,000 sq.mtrs. per month.-2002

It was no looking back since then… and the year 2002 witnessed the birth of the Brand SWASTIK!-2003

In its third phase expansion SWASTIK attained the production capacity of 2,60,000 sq.mtrs. per month.-2004

In this span SWASTIK became an ISO 9001: 2000 company with fulfilling the European Norms.-2005

In this span SWASTIK expanded it’s the marketing capacity and also reached to almost every part of the India.-2006

Swastik establish its vitrified plant in collaboration with SACMI-Italy. Introduting premium products like Rustic, Vitrosa, in wall-2007

The company established a Vitrified Plant in the name of Swastik Ceracon Ltd. formaly Marbolite Granito (I) Ltd. at Palaj, Mehsana.-2008

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Vimal dairy

Vimal Dairy Limited (VDL) belongs to the well-

known, well established and diversified Group popularly Known

as VIMAL GROUP of Mehsana and State of Gujarat/other

States. Vimal Group is actively engaged in the diversified activities

of manufacturing and marketing of a wide spectrum of products

like Edible Refined Oils/De-oiled Cakes, Milk & varied Dairy

Products, Cables & Winding Wires, Capacitors & Transformers, Submersible Pumps, Resins &

Paints, Micronized Mineral Powder etc. The estimated Annual Turnover of the Group is above

Rs. 1000 crore for the year 2006-2007.

healthy u, happy u

VDL is an established player in Milk & Dairy Products' Industry. It has only largest

private sector Dairy in Gujarat in the midst of the monopolized Co-operative under the

white revolution movement in the country. It has a formidable presence in the local

market for supply of Milk & Milk Products like Cheese, Ghee, Butter, and Skimmed

Milk Powder. It has as integrated Plant at Mehsana for the processing of Milk & Varied

Milk Products

Shri Jayesh C. Patel,

Chairman & Managing Director

In the Era of a galloping economy and fast life,consumer is the 'King' !

And we know and respect that in all our values, systems, process & attitudes.

Within the Dairy industry, there has been a marked paradigm shift. It is getting more

organized, and the players themselves are getting fewer and bigger, with larger

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manufacturing capacities. As a result of the positive growth in the economy, health-

conscious consumers are willing to pay more for a quality product.

Dairy industry on the back of the huge co-operative economy has taken India to

largest producer of the milk in the world and India to the one of the topmost nations in

the production of dairy products.

Having established a sound infrastructure, coupled with a widespread distribution

network, the Company now plans to enter this high-growth, value added Dairy product

segment.

With quality that has become a benchmark, backward integration that ensures

better control, distribution that is leaving no corner untouched, and sales that are ever-

increasing, Vimal Dairy has a bright future to look forward to.

We have never let our long-standing reputation and numerous commercial

successes, makes us complacent. We still continue to work with the same zeal and

dedication that has made us what we are today.

Vimal dairy products

VDL is an established player in Milk & Dairy Products' Industry. It has only

largest private sector Dairy in Gujarat in the midst of the monopolized Co-operative

under the white revolunaory in the country. It has a formidable presence in the local

market for supply of Milk & Milk Products like Cheese, Ghee, Butter, and Skimmed

Milk Powder. It has as integrated Plant at Mehsana for the processing of Milk & Varied

Milk Products.

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Quality policy

We at Vimal Dairy Ltd. are striving for customer Satisfaction with Quality

products and Quality services at reasonable price by adopting appropriate technology.

QUALITY OBJECTIVES

1. Processing of milk & manufacturing of milk products as per standard quality levels.

2. Comply statutory requirements with all applicable standards and specifications.

3. Implement ISO 22000 quality management system and update it as per future

requirements.

4. Promote Hygienic environment.

5. Develop prevention based work culture.

6. Develop teamwork for better product quality, productivity & profitability.

7. Develop long lasting relationship with milk supplier for mutual benefits.

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Vimal Ice-Cream

From 2011 May Vimal Limited had started the Ice cream products which get the

best response from the different state of Gujarat. Vimal have great prestige in Gujarat and

its well known leader in oil industry so they have well enough market place so that they

have great customer coverage capability.

Now Vimal has introduce the various variety like Small & big ice cream cups,

Juicy, Kulfi, Cones, Dolly & Bars, Party & Bulk packs in different flavors. Now Vimal

has 21 to 25 different flavors in different variety.

The price of all products is very reasonable for example the price of Orange and

Mango Juicy is 5 Rs. In compare of other competitor they provide identical product at the

rate of 6 to 8 Rs.

A low price of ice cream can give competitive advantage to Vimal Mehsana,

Kadi, Kalol & Palanpur district most of people aware from Vimal name and they have

trust in it and Vimal have good loyal customer group so they are confidence about the ice

cream product success and they are gradually getting that position.

Now Vimal is providing the different package to the customer like in 40 ml, 60

ml, 90 ml, 125 ml, 700 ml, 1250 ml, and 5000 ml.

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Chapter 3

Research Objective:

The main objective of the study is to analysis the CUSTOMER ATTITUDE and their potential market among the people of Ahmedabad City.

1. The main objective of this questionnaire is to study attitude (Preference) of customer toward a Vimal ice cream.

2. To find out the major preferences of customer for ice cream.

3. To identify the requirement for Vimal Ice Cream like quality, verities, price of.

4. Identify which changes they need in the products.

SAMPLING DESIGN:

Sampling design is one of the most important aspects where the design must be appropriate in order to have the desired result. Sampling design includes various aspect and they are as follows:

Sampling Area : Ahmedabad city, Subhas Bridge Road.

Sample Population : around 20,000

Sample Size : 100

METHODS :

The method used in the research (survey) is of probability type as we are unaware about the results. It can be either of the side. It is area of Ahmedabad city under which we have to conduct the research. The research is based on convenience methods.

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RESEARCH DESIGN:

Research : Descriptive & Objective

Data Source : Primary data

Research Method : Survey Method

Research Technique : Questionnaire

Type of Questionnaire : Structured

Type of Questions : Closed & Open ended Questions

No of Questions : 22

Place : Ahmedabad city, Subhas Bridge Road.

DATA COLLECTION:

The research is conducted with the help of questionnaire therefore the main source of

information is the response of the respondents and this can be considered as a primary

method of collecting the data.

LMITATIONS:

The Limitations of the study are as follow:

Personal Bias:

Individuals may have personal bias towards Vimal Ice Cream because many of them are not aware about the Vimal Ice Cream.

Area:

The area was limited to Subhaas Bridge Road, Ahmedabad only, so we cannot know the degree of the literacy outside the city.

Sample Size:

The last is Sample Size, which is of 100 only; due to lack of awareness of the Brand.

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Chapter 4

Analysis of Data From Questionnaire

Part A: General preference (Attitude) for ice cream

Respondent’s Gender

Table 4.1.1: Gender

Gender Male Female

Ratio 76 24

Chart 4.1.1: Gender

Interpretation:

From the research conducted I found that there are 76% of the total who has fill question is male. And remaining is female.

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Respondent’s preference for Ice Cream

Table 4.1.2: Preference

Like Dislike89 11

Chart 4.1.2: Preference

Interpretation:

We have taken survey from 100 respondents and among them 89% of respondents

like to eat ice cream we can predict that most of people like to have ice cream and its

very good sign for the whole ice cream industry Vimal Ice cream can take advantage

of this situation of the market.

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Respondent’s Preference about Desserts

Table 4.1.3: desserts

Ice Cream

Cold Drinks

Hot Drinks

Digestive Drinks

Energy Drinks

72 18 4 4 2

Chart 4.1.3: Preference

Interpretation:

From the survey we can see that most of around 72% of respondents were like to

have ice cream instead of other we have mentioned.

We can say that the market of ice cream is bigger than the other things like

beverage, Energy drinks etc. Vimal Ice cream can take this advantage they can cover

the market share from good quality and continent price.

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Respondent’s Preference about: Ice Cream is strongly recommended only in summer times.

Table 4.1.4: Preference in summer

Ice Cream is for summerYes No28 72

Chart 4.1.4: Preference in summer

Interpretation:

From this find we have found that 72%v of the respondents are agree on the

statement that Ice Cream is not only for the Summer times that shows that they are

willing to purchase the ice cream other than the summer times.

Though the demand of ice cream will also decrees other than summer time but it

will be decrees at around the 28% to 30%. As per the finding 28% will not willing to

purchase the ice cream in summer times so we can assume 30% respondents are not

willing to purchase the ice cream other than summer times.

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Which product of Ice Cream customer prefers more?

Table 4.1.5: Product Preference

Scoop Cone Roll Cut Candies Sundaes73 27 9 37 10

Chart 4.1.5: Product Preference

Interpretation:

As per the survey we have get idea about which type of ice cream people like to

eat as , around 73% of total respondents are like to eat ice cream in the form of

Scoop.

At around 27% of total respondents like to eat ice cream in the form of the Cones.

At around the 37% of the respondent like to eat the ice cream in the form of the

Candies.

And other forms of ice cream like roll cut and sundaes are like by the 9 to 10% of

respondents.

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Consumption of Ice cream

Table 4.1.6: Consumption of Ice Cream

Daily Weekly Monthly Occasionally18 37 28 17

Chart 4.1.6: Consumption of Ice Cream

Interpretation:

From this finding we have find out that 37% of respondents are willing to eat ice

cream in weekly basis that is highest rate among all after that the respondents willing

to eat ice cream on the monthly basis.

And only 18% people are there who are willing to eat ice cream on the daily

basis.

This information can give the broad idea about the consumption rate of the ice

creams.

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Spend for Ice cream

Table 4.1.7: Willingness to pay

5 Rs To 15 Rs 15 Rs To 25 Rs 25 Rs To 35 Rs 35 Rs To 50 Rs More than 50 Rs17 48 21 11 3

Chart 4.1.7: Willingness to pay

Interpretation:

Generally in market 48% of customer willing to pay the amount of 15 Rs to 25 Rs

at a time for the ice cream after that 21% respondent is willing to pay the amount of

the 25 to 35 Rs.

Vimal ice cream is following this trend and its all product are in the range of the

15 Rs to 35 Rs this will be a good for it in the future.

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Promotional offers

Table 4.1.8: Prefer Promotional offer

Buy 1 Get 1 Free Free Toppings Discount Other52 16 30 2

Chart 4.1.8: Prefer Promotional offer

Interpretation:

For the promotional offers 52% respondents are really attract to purchase the ice

cream if the company will provide the Buy 1 Get 1 free offer to them.

30% of respondents purchase the ice cream if the company will provide the

discount on it in our questionnaire we have mentioned the 25% discount, so

around 20 to 30% of discount also can attract the customer for purchase the ice

cream.

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Preference for branded or local offers

Table 4.1.9: Prefer for Branded or Local

Branded Local Both58 17 25

Chart 4.1.9: Prefer for Branded or Local

Interpretation:

58% of respondents prefer the branded ice cream to eat.

25% of respondents like both type of ice cream local & branded, Vimal is also a

branded ice cream it can take advantage of 83% of market share because the 25%

willing both ice cream and 58% willing only branded ice creams if Vimal Ice Cream

can cover the market it can cover up to 40% market of whole.

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Preferred Ice Cream Brand

Table 4.1.10: Strongly Prefer for Brand

Havmore Vadilal Kwality Walls Amul Mother Dairy Vimal Other36 18 12 31 0 2 1

Chart 4.1.10: Strongly Prefer for Brand

Interpretation:

From study we have found that the maximum coverage of market is done by the

Havmore it is 36% of the total market share.

After the Havmore Amul is covering the 31% of total market share.

Vadilal is covering the 18% market share and Kwality Wallls is covering the 12%

market share.

In that all Vimal Ice cream is taking the around 2% of the market share now

because it’s totally new in market Vimal has a ability to give the tough competition to

the Vadilal and Kwality Walls as the brand awareness is spared.

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Part B: Customer preference about the Vimal Ice Cream

Note: Onward this question all questionnaire depend on the how muchrespondents are aware about the Vimal Ice Cream.

Brand Awareness about Vimal

Table 4.2.1: Brand awareness about Vimal

Aware Not Aware 75 25

Chart 4.1.10: Brand awareness about Vimal

Interpretation:

From this topic we have only focus on Vimal Ice Cream only we have ask the question about the awareness of the Vimal’s brand around 75% of total respondents.

25% of respondents are not aware about Vimal Ice Cream.

Awareness about Vimal Oil’s Brand

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Table 4.2.2: Brand awareness about Vimal oil

Yes No 58 42

Table 4.2.2: Brand awareness about Vimal oil

Interpretation:

58% of the total respondents are aware about that Vimal ice cream is from the

same Vimal oil established from 1993.

If Vimal try to aware the remaining 42% people that can affect for purchase the

ice cream.

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Rating to its Characteristic

Table 4.2.3: Brand awareness about Vimal oil

Quality Price Taste Quantity Service Varietypoorer 1.33 2.67 5.33 4.00 2.67 4.00poor 13.33 14.67 12.00 5.33 2.67 58.67Neutral 41.33 45.33 37.33 37.33 41.33 29.33Good 32.00 32.00 42.67 45.33 44.00 6.67Best 12.00 5.33 2.67 8.00 9.33 1.33Total 100 100 100 100 100 100Table 4.2.3: Brand awareness about Vimal oil

Interpretation:

For quality 41% of people are saying that quality is above the good and 1.33%

people said that quality is poorer but the 32% are saying that quality is good and 12%

are saying that quality is best that means the quality is above the average.

For price 45.33% of people are saying that quality is above the good and 2.67%

people said that price is poorer but the 32% are saying that price is good and 5.33%

are saying that price is best that means the prices are favorable.

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For taste 37.33 % of people are saying that taste is above the good and 12%

people said that taste is poorer but the 42.67% are saying that taste is good and

2.67% are saying that taste is best that means the taste are delicious.

For quantity 37.33 % of people are saying that quantity is above the good and

5.33% people said that quantity is poorer but the 45.33% are saying that quantity is

good and 8.00% are saying that quantity is best that means the quantity are plenty

full.

For service 41.33% of people are saying that service is above the good and

2.67% people said that service is poorer but the 44.00% are saying that service is

good and 9.33% are saying that service is best that means the service is good.

For Variety 29.33% of people are saying that Variety is above the good and

58.67% people said that Variety is poor and the 44.00% are saying that Variety is

good and 6.67% are saying that Variety is best that means the Variety is not as much

long-drawn-out.

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Rank as per Characteristic

Table 4.2.4 Rank of Vimal Ice Cream

1st Rank 2nd Rank 3rd Rank 4thst Rank 5tt Rank1 6 26 18 7

Chart 4.2.4: Rank of Vimal Ice Cream

Interpretation:

From the study we have found that the rank given by the respondents is neutral

not so much high or not so much low.

51% people had given the 3rd rank to the Vimal ice cream and 34% respondents

have given the 4th rank to Vimal ice cream we can see the opinion that most of people

have given the neutral opinion for the Vimal but at the initial basis it’s not bad.

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Willing to pay more.

Table 4.2.5 Rank of Vimal Ice Cream

Yes No42 33

Table 4.2.5 Rank of Vimal Ice Cream

Interpretation:

From this we can say that only 56% are ready to pay extra money for Vimal Ice

Cream. But other are not willing to pay more there are many compotators in market

so customer can switch there.

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Chapter 5

Findings

As from study we have found that 73% respondents prefer ice cream in form of

scoop.

We have found out that maximum respondent prefer to have ice cream in a week.

In market majority of customer willing to pay the amount of 15 Rs to 25.

Maximum respondent’s wants “Buy one get one free offer” that shows the no

company is providing this type of offer but it’s not possible for the Vimal Ice

Cream because it’s new. Vimal can offer the various offer for customer like

discounts.

Research shows that maximum people prefer branded ice creams.

All customers are willing that they get better taste, better quality, and better

ingredients from ice cream. Vimal ice cream has all this quality.

7% respondents have gave 5th rank, 31% respondents rank with 4th, 51% people

have ranked the Vimal with 3rd rank, 6% ranked 2nd and only 1% have ranked with

1st rank.

56% are ready to pay extra money for Vimal Ice Cream.

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Chapter 6

Conclusion

As a new company in market Vimal Ice Cream is getting good response in other

district of Gujarat like Mahesana, Kalol, Kadi and other north Gujarat region. But In

Ahmedabad Vimal Ice Cream is not getting as much good response.

In city are of Ahmedabad customer not preferring it because it’s a new company.

And majority of the customer prefers only branded ice cream like Havmore, Amul,

Vadilal Etc. They do not prefer Vimal ice cream as a branded product because of the lack

of awareness.

Vimal is also a one of the quality product but it wants the more promotion to

aware the people about the quality and service and what is the unique about the Vimal Ice

Cream. There is very little company who are using the real milk & Cream for the

production here the Vimal is using the only pure milk that is the one of point of

difference from the other ice cream brand in market.

Success of Vimal is only possible if it use the effective media like T.V& News

Paper for the promotion. If they aware major customer group they can sale more and can

develop the major customer preference.

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Chapter 7

Recommendations for Vimal Ice Cream

First and essential need is for Vimal is to do more promotional advertisement

and try to aware about their brand in market.

Who are the existing customer of Vimal Ice Cream they want new varieties.

Vimal Ice Cream has to try winning the customer’s trust so that customer

prefers it as a brand. Who are prefer the Amul, Vadilal, and Havmore etc. do

not prefer as a brand.

This all situation is about for Ahmedabad city if you do study for the other

region of Gujarat like Mahesana district we have found that response is great

because they all know about the Vimal Dairy from last 18 years so the trust on

their brand.

Vimal ice cream has to use the low cost pricing strategy to aware or cover the

market share.

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Questionnaire for customer:

This is a questionnaire for getting the feedback about the Vimal Ice cream for research purpose and for the academic purpose, your precious & accurate information is essential to carry out the our objective to gain you more.

Part A: Customer preference (attitude) towards a General ice cream.

1. What is Your Age? ________Yrs

2. What is your gender? Male Female

3. Do you like Ice cream? Yes No

4. What do you more prefer after having dinner?Ice Creams Cold DrinkHot DrinkDigestive drinkEnergy drinkOther ____________

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5. Do you strongly believe that Ice cream is only for summer times?

Yes No

6. Which product of ice cream you prefer more?(You can tick on one or

more options)

Scoop/Cup/Tubs ConeRoll CutCandiesSundaes

7. How frequently you have Ice Cream?(Tick one option)

Daily WeeklyMonthly OccasionallyNot Decided

8. How much you can spend for one scoop or one cone of ice cream?

5 Rs - 15 Rs

15 Rs - 25 Rs

25 Rs - 35 Rs

35 Rs - 50 Rs

More then 50 Rs

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9. What kind of promotions would most appeal to you as a consumer? (please choose 1 option)Buy 1 get 1freeFree (ice cream) toppingsDiscount offers! 25% offOther? (please specify) ___________________

10. Which type of ice cream you choose?Branded LocalBoth

11. Which ice cream brand you strongly prefer?Havmore Vadilal Kwality WallsAmulMother DairyVimalOther ________________

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Part B: customer preference (attitude) towards a Vimal Ice-cream 1. Do you know about Vimal Ice Cream?

Yes No

2. Do you know it’s from old and famous edible oil company Vimal?

Yes No

3. Which characteristics come in mind when you choose the ice cream brand?

Taste QualityPriceCompany ImageHygineServiceIngredients PackagingShapeColorsSmell

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4. Please rate the Vimal ice cream on the basis of above characteristics?

1st Rank2nd Rank3rd Rank4th Rank5th Rank

5. Please write the name of your most preferable brand?

____________________.

6. Can you give weighted to the Vimal ice cream in compare of your preferred brand?

(Please Make

Arrow)

7. Please rate this…?

Quality Bad :__:__:__:__:__: GoodPrice Unfavorable :__:__:__:__:__: favorableTaste Unsavory :__:__:__:__:__: DeliciousQuantity Lack :__:__:__:__:__: PlentyService Bad :__:__:__:__:__: GoodVariety Less :__:__:__:__:__: More

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8. Describe the summation with different characteristics of Vimal and your preferred brand.

Vimal Your PreferenceQuality QualityTaste TastePrice PriceTotal 100 Total 100

9. If you have to pay little extra money for Vimal Ice Cream if it’s quality is better than others will you ready to pay?NoYes How Much ______Rs

10. If you have one plate containing two brand’s ice cream scoops one is Vimal and other is your preferred brand like Amul, Vadilal etc. Which one you choose? ______________Why, __________________________________________________.

11. Give your valuable suggestion…

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Bibliography

http:// www.vimalgroup.com

http:// www.vimaloil.com

http:// www.vimaldairy.com

http:// www.vimalicecream.com

http:// www.swastiktiles.in

Company Browser

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