To encourage entrepreneurship among youth by offering Franchisee for opening Amul Scooping Parlour. ?To analyze various location to find out potential places for starting Amul Scooping Parlours ?To know the Brand Preference in Ice cream Industry in Jaipur region. ?To know the satisfaction level of owners of Amul Scooping Parlours.
RESEARCH DELIVERANCE To study and analyze potential places for Amul Scooping Parlours with Brand Preference of ice cream in Jaipur region. RESEARCH DESIGN The Research model was prepared keeping in view both the sellers (the Amul Scooping Parlours owners) and the buyers (customers) which comprise both survey and interviews. Separate Questionnaire was prepared for both retailers and customers and youth having qualitative, quantitative, and close ended questions. The sample size is 300 persons. STUDY AREA The survey was carried out at Jaipur in Rajasthan. Extensive survey of Jaipur was undertaken.
The central focus was given on the places where the parameters of location analysis were best suited. TYPES OF DATA USED 1. Primary Data Primary data were collected from the retailer / shop owners and the consumer of Ice Cream through Questionnaire and Personal Interviews having both open ended and close ended questions. 2. Secondary Data Secondary Data were collected from internet, magazine and news articles. SAMPLING TECHNIQUE Random Sampling and was performed. The sample comprised both of Retailers/ Shop owners and the customers. LIMITATION OF THE STUDY This study being a student’s project has some limitations: . Random Sampling of retailers /shop owners and customers. 2. The analysis was also done on the basis of secondary data, so there may be some variations in the findings. 3. The response obtained by the retailers/shop owners and customers may have access due to various reasons like social prestige ,prejudices , suspicion , apprehension etc. 4. Small part of biasness may also exist from the part of researcher also. Given all these constraints, an effort was made to minimize all the biasness and limitations and make the study more objective oriented and relevant and meaningful. ? INDUSTRY PROFILE
The ice cream industry in India is in many ways, reflective of the overall population distribution. The country’s population is primarily rural with approximately 65% of the population living in villages with a population of less than 5,000; this means there are well over 150,000 villages with a combined population in excess of 650 million. This has contributed to a highly fragmented industry that by many estimates has over 70,000 ice cream entities. Many of these are single family operations where the product is made either in the home or in very small factories and sold on the streets.
The 350 million remaining people are concentrated in the cities where the industry is reasonably concentrated in the hands of a few international and domestic firms. It is estimated that only 30% of the entire market is “organized” and the industry meets the classic definition of a fragmented industry, that is, one where there is an absence of market leaders with the power to shape industry events. Ice cream is a frozen dessert usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavors. Most varieties contain sugar, although some are made with other sweeteners.
In some cases, artificial flavorings’ and colorings are used in addition to (or in replacement of) the natural ingredients. This mixture is stirred slowly while cooling to prevent large ice crystals from forming; the result is a smoothly textured ice cream. The meaning of the term ice cream varies from one country to another. Terms like frozen custard, frozen yogurt, sorbet, gelato and others are used to distinguish different varieties and styles. In some countries, like the USA, the term ice cream applies only to a specific variety, and their governments regulate the commercial use of all these terms based on quantities of ingredients.
In others, like Italy and Argentina, one word is used for all the variants. Alternatives made from soya milk, rice milk, and goat milk are available for those who are lactose intolerant or have an allergy to dairy protein, or in the case of soya milk for those who want to avoid animal products. Ancient civilizations have served ice for cold foods for thousands of years. The BBC reports that a frozen mixture of milk and rice was invented in China around 200 BC, and in 618-97 AD, King Tang of Shang had 94 men who made a frozen dish of buffalo milk, flour, and camphor.
The Roman Emperor Nero (37–68) had ice brought from the mountains and combined with fruit toppings. These were some early chilled delicacies. In 400 BC, Persians invented a special chilled pudding-like dish, made of rose water and vermicelli which was served to royalty during summers. The ice was mixed with saffron, fruits, and various other flavors. The treat, widely made in Iran today, is called “flooded”, and is made from starch (usually wheat), spun in a sieve-like machine which produces threads or drops of the batter, which are boiled in water.
The mix is then frozen, and mixed with rose water and lemons, before serving. Industry at a glance The ice cream industry in India is worth Rs. 2,000 cores The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters 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. liters per annum Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market. SWOT Analysis of Ice Cream Industry: Strengths: 1) Icecream are available in reasonable prices. 2) Known for product quality. 3) Strong presence of parent company in India. 4) The Brands almost generic to their product category 5) Wide variety of unique ice cream flavors. Weakness: 1) The durability of ice-creams is not really good. 2) It melts very soon. 3) The industry has a complex supply chain management and the main issue is Traceability. ) Domestic business as well as many international markets is thriving. Opportunities: 1) Ice cream Brands can come up with new flavors. 2) They should focus more on their advertising and marketing strategies. 3) They should come up with offers for purchase of ice-cream in whole market. 4) Efforts to exploit export potential are already started. Threats: 1) Currently, the threat of new viable competitors. 2) Foreign players entering the market. 3) Consumer buying power also represents a key threat in the industry. 4) Consumers can easily switch to other substitutes with little cost or consequence.
Company Profile Company Name:Amul India (Gujarat Co-operative Milk Marketing Federation Ltd. ) Business Type:Manufacturer Product/Service (We Sell):Infant Milk Food, Skimmed Milk Powder,Butter,Cheese (Cheddar,Mozzarella,Emmental,Gouda),Cheese spreads,Ghee,Condensed Milk,Chocolates,malted milk food,Breadspreads,fresh milk,UHT milk, Ice-cream. Number of Employees501 – 1000 People Trade & Market: Main Markets:North America South America Western Europe Eastern Europe Eastern Asia Southeast Asia Mid East Africa Oceania Total Annual Sales Volume:Above US$100 Million Factory Information:
Number of R&D Staff:Above 100 People Contract Manufacturing:OEM Service Offered ? It was difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. f New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr. Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955. AMUL’S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers’ milk besides acting as a channel to market the production enhancement package. What’s more, it does not disturb the agro-system of the farmers.
It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: •Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. •Provide a support system to the milk producers without disturbing their agro-economic systems. •Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member and producers. •Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.
The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like – all through the village societies. Basically the union and cooperation of people brought Amul into fame i. e. AMUL (ANAND MILK UNION LIMITED), a name which suggest the taste of India. ACHIEVEMENTS Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride.
Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Amul created history in following areas: A) First self motivated and autonomous farmers? organization comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centers owned by them. c) Computerized milk collection system with electronic scale and computerized accounting system . D) The first and only organization in world to get ISO9000 standard for its farmers co-operatives. E) First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. Amul in abroad Amul is going places . Literally After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milk cooperative, is waiting to flood the Japanese market. Then GCMMF is also looking at Sri Lanka as one of its next export destinations.
Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa. GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk. GCMMF Today GCMMF is India’s largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products.
GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time – primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees.
The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organization 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. 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. 7. 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, Gujrat – 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 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. The products are: Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat, low Cholesterol Bread Spread Delicious Table Margarine The Delicious way to eat healthy Milk Drinks Amul Kool Milk Shake Amul Kool
Amul Kool Cafe Kool Koko A delight to Chocolate Lovers. Delicious Chocolate taste Nutramul Energy Drink A drink for Kids – provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk Amul Kool Flavored Bottled Milk Amul Kool Flavored Tetra Pack Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink Amul Lassee Amul Kool Thandai Powder Milk Amul Spray Infant Milk Food Still, Mother’s Milk is Best for your baby Amul Instant Full Cream Milk Powder A dairy in your home Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.
Sagar Tea Coffee Whitener Amulya Dairy Whitener The Richest, Purest Dairy Whitener Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience. Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Amul Buttermilk Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours.. Amul Emmental Cheese
The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma Amul Pizza Mozzarella Cheese Pizza cheese… makes great tasting pizzas! Gouda Cheese For Cooking Amul / Sagar Pure Ghee Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience. Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Mithai Mate Sweetened Condensed Milk – Free flowing and smooth texture. White to creamy color with a pleasant taste. Pro-biotic Dahi Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.
Amul Shrikhand A delicious treat, anytime. Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums… best served piping hot. Amul Chocolates The perfect gift for someone you love. Amul Basundi Amul Yogi Yoghurt Health Drink Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India. Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours • CHOCOBAR• FROSTIK • FROSTIK• TRICONE • DOLLIES• CHOCOCRUNCH • ICE CANDIES• MEGABITE • MANGO• DOUBLE SUNDAE • BLACKCURRANT• SUNDAE MAGIC • BUTTERSCOTCH • RAJBHOG • MALAI KULFI VANILLA • STRAWBERRY • CHOCOLATE• CHOCOCHIPS • CAKE MAGIC • ANJIR• ROASTED ALMOND • KAJU DRAKSH • KESAR PISTA ROYALE • ROASTED ALMONDFRUIT BONANZA• FRUIT BONANZA ? Analysis of data and responses Location Analysis For analyzing the location some particular places were identified and selected for this purpose which was matching with the primary requirements and criteria: ? Footfalls ?Targeted customer Base ?Transport Facility ?Nature of Existing shops and surroundings ?Existing competition Location Analysis of the targeted places was done on the basis of the following specific parameters: 1.
Demographic FactorS •Population •Per capita income 2. Geographical Factors • Accessibility • Visibility 3. Competitive Factors: •Competitors •Level of competition 4. Economic factorS: •Location cost (Avg. rent pm) •Size of the shop . 5. Miscellaneous FactorS: •Hangout Place •Residential Status •Presence of educational institutes: MALVIYA NAGAR GENERAL INFORMATION:
Malviya Nagar is situated towards the south of the city and is about 7. 5 kms from the city centre, which for the reference is taken as Statue Circle, Ashok Nagar. Malviya Nagar is one of the prime industrial areas in Jaipur. The place is located off the Jhalana Quarry Road and is few kilometers away from Jaipur Airport. The place is provided with many industrial and commercial units. The prime manufacturing products are jewelry and pottery artifacts. The place is well provided with hospitals, schools and educational institutes. The place has many excellent markets that cater to the local population and the travellers.
Demographic Factor Population : 1,00,000 persons (approx. ) Per capita income: Avg. more than Rs. 30,000-35,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Highly visible Competitive Factors: Competitors: Saras,Vadilal,Havmor,Omni, Baskin n Robbins , Cream Bell in G. T Level of competition: Tough
Economic factor: Location cost (Avg. rent pm): Rs. 85 Size of the shop: 1 sq. ft. Miscellaneous Factor: Hangout Place: Gaurav Tower,Crystal Court, Entertainment Paradise, Jawahar Circle Residential Status: Very good(posh area) Presence of educational institutes: Yes (Arch,Gyan Vihar) BAPU NAGAR
GENERAL INFORMATION: A little south of the walled city is located Bapu Nagar. Bapu Nagar is a small place but an important center in Jaipur. The region of Bapu Nagar has well established commercial centers. The region is linked with the rest of the Jaipur through Jawaharlal Nehru Marg and Sawai Man Singh Road. The region is important as it provides the commercial facilities as well many tourist places. The place is a developed centre and houses most of the institutions. Demographic Factor Population : 80,000(approx. Per capita income: Avg. more than Rs. 25,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors: Competitors: Vadilal,kwality walls Level of competition: Tough Economic factor: Location cost (Avg. rent pm) : Rs. 17 Size of the shop: 1 sq. t. Miscellaneous Factor: Hangout Place: Moti Dongri Palace and Fort(in the vicinity) Residential Status: Good Presence of educational institutes: Yes (J. D institute of fashion Technology) Areas Under: LalKothi,Tilaknagar,Gandhi Nagar
ADARSH NAGAR General Information: Adarsh Nagar is situated beyond the western walls of the Pink City. The place is an important commercial centre in the city of Jaipur. The centre of the area is planned and has been designed in the shape of concentric circles. A perfect ring road interspersed with four traversing roads connects the centre of the region with the rest of Jaipur. Demographic Factors: Population: 1,00,000(approx. ) Per capita income: Avg. ore than Rs. 20,000-25,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Highly visible Competitive Factors: Competitors: Vadilal,Kwality Walls Level of competition: Tough Economic factor: Location cost (Avg rent pm): Avg. Rs. 40 -44 Size of the shop : 1 sq. ft. Miscellaneous Factor:
Hangout Place: Moti Dongri Palace and Fort,Gita Mandir, Ganesh Temple,Dolls Museum, Zoological Garden, Central Museum Tourist Place: Yes Residential Status: Good Presence of educational institutes: Yes (NIMS,SMS) Areas Under: Sindhi Colony , Raja Park, Frontier Colony JAWAHAR NAGAR
GENERAL INFORMATION: On the south-east of the pink city is the colony of Jawahar Nagar. The colony consists of well established roads and markets. The place is well provided with schools many tour operators are grounded in the region. The national highway bypass forms the boundary of Jawahar Nagar. Some adjoining areas include Burmese colony and Raja Park. The region is divided into sectors with the streets traversing each other at many points. Demographic Factor: Population : 1,15,000(approx. ) Per capita income: Avg. ore than Rs. 30,000 pm Geographical Factors: Accessibility: easily accessible Visibility: good Competitive Factors: Competitors: Vadilal,kwality walls, Cream Bell Level of competition: Good Economic factor: Location cost (Avg. rent pm): Rs. 53-54 Size of the shop: 1 sq. ft. Miscellaneous Factor:
Hangout Place: National Handloom, Nearby Parks Tourist Place: No Residential Status: Good Areas Under: Burmese Colony, Kachi Basti, Housing Board Scheme PRATAP NAGAR GENERAL INFORMATION: Pratap Nagar is the newly developed residential area . It is a residential Area. The area has many well known School and colleges. It is a NRI colony .
Pratap Plaza is the hangout place of that area and attracts many youth from nearby sitapura area. Demographic Factor: Population: 50,000 persons(approx. ) Per capita income: Avg. more than Rs. 20,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors: Competitors: Saras ,Omni,Vadilal Level of competition: Moderate
Economic factor: Location cost ( Avg. Rent pm): Rs. 35-37 Size of the shop: 1 sq. ft. Miscellaneous Factor: Hangout Place: Pratap Plaza Tourist Place: No Residential Status: Dense Presence of educational institutes: Yes (IILM,PT,TIMES) LAL KOTHI GENERAL INFORMATION: It is a residential area.
Vidhan Sabha is the major landmark of this area . All govt offices are headquartered there. The coaching Instute klike PT , TIMES ,CL attracts youth from all over Rajasthan. Demographic Factor: Population : 75,000-80,000 persons(approx. ) Per capita income: Avg. more than Rs. 25,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors:
Competitors: Saras ,Vadilal Level of competition: Moderate Economic factor: Location cost ( Avg. rent pm): Rs. 35-37 Size of the shop: 1 sq. ft Miscellaneous Factor: Hangout Place: Small cafes Tourist Place: No Residential Status: Dense Presence of educational institutes: Yes (PT,Times,CL)
MANSAROVAR GENERAL I NFORMATION: Mansarovar is one of the peripheral regions of Jaipur. It is located in the south-west of Jaipur. The region forms an established part of the city. The Amanishah Nala separates Mansarovar from the mainland city. The entire region is well planned with parallel roads traversing at some points. The region has been developed and the population enjoys almost all the comforts of the city. The region has some fine markets, restaurants, hospitals and health clinics and educational institutes Demographic Factor:
Population: 1,50,000 persons(approx. ) Per capita income: Avg. more than Rs. 25,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors: Competitors: Saras ,Vadilal,Havmor,Omni Level of competition: Tough Economic factor: Location cost ( Avg. Rent pm): Rs. 5-31 Size of the shop: 1 sq. ft. Miscellaneous Factor: Hangout Place: S. F. S,Vijaya path. V. T. road Tourist Place: No Residential Status: Dense Presence of educational institutes: Yes (IRM,IIIM,Apex Institue,Maharishi Arvind) RAMBAGH GENERAL INFORMATION:
The region of Rambagh is situated towards the center of Jaipur city and outside the walls of the Pink City. Rambagh is an important area in Jaipur which encompasses many important places and centers. The region is all alive with daily buzz from every nook and corner. Rambagh shares its boundaries with other important regions of Jaipur like Ashok Nagar, Adarsh Nagar and Bapu Nagar. The land sector enclosed by Bhagwandas Road on the west, Sawai Man Singh Road in the east, Prithviraj Road in the north and Bhawani Singh Road in the south constitutes the Rambagh area. Demographic Factor:
Population: 500 persons per day(approx. ) Per capita income: Avg. more than Rs. 20,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors: Competitors: Havmor Level of competition: Low Economic factor: Location cost (Rent): Rs. 6-50 Size of the shop: 1 sq. ft Miscellaneous Factor: Hangout Place: Rambagh Palace,Rambagh Golf Club ,Polo Club Residential Status: Good Presence of educational institutes: None Areas Under: Rambagh Circle SHANKAR NAGAR GENERAL INFORMATION:
A few kilometers away from the Pink City lies the small district of Shankarnagar. Shankarnagar is located beyond the walls of the Pink City and covers the north east region. The region occupies the common grounds for the town of Amer and Jaipur City. The area is sandwiched between the Road to Amer and National Highway 8 leading to Ramgarh that run parallel throughout the district. The region is not interspersed with busy roads and lanes Demographic Factor: Population: Per capita income: Avg. ore than Rs. 20,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Good Competitive Factors: Competitors: Cream Bell, Vadilal Level of competition: Low Economic factor: Location cost (Rent): Rs. 15ooo/- ; above Size of the shop: “9*12” Miscellaneous Factor:
Hangout Place: Jal Mahal, Karbala Mosque, the Queen’s Cenotaph and Golimar Garden, Nahargarh Tourist Place: Yes Residential Status: Dense Presence of educational institutes: No Areas Under: Govindnagar,Dhobi Ghat,Kagdiwara BANI PARK GENERAL INFORMATION: Beyond the western walls of the city is located Bani Park.
The region is an important commercial center in Jaipur. The streets are busy and the place is filled with the animate feelings. The streets of Bani Park converge and lead to the Pink City at Chandpole Gate. Unlike Pink City and the rest of Jaipur Bani Park does not have any monuments. The place is important one as it provides the access to the Pink City as well transport and accommodation facilities. Bani Park lies in the vicinity of Jaipur Railway Station. Many important offices are situated in this region. The Central Bus Stand is located in the premises of Bani Park. ITDC and RTDC offices are also grounded in Bani Park.
Many hotels and guest houses also prevail in the region. Demographic Factor: Population: 1,00,000 persons (approx. ) Per capita income: Avg. more than Rs. 20,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Clear Competitive Factors: Competitors: Vadilal, Kwality Walls, Saras, Cream Bell Level of competition: High
Economic factor: Location cost (Rent): Rs. 50 -55 Size of the shop: 1 sq. ft Miscellaneous Factor: Tourist Place : Yes (Many hotels for accommodation) Areas Under: Sindhi Camp, Gopalbhari Raja Park General information: Raja Park is a junction of 4 colonies or areas namely Adarsh nagar, Ashok Chowk, Tilak nagar and Jawahar nagar.
It is famous for its shops(all kinda stuff you can buy at reasonable prices) and was considered the most happening place of Jaipur before GT came into existence. Demographic Factor: Population : 45,000 persons (approx. ) Per capita income: Avg. more than Rs. 35,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: Clear Competitive Factors:
Competitors: Saras,Vadilal,Havmor,Narulas,gokul Level of competition: Very Tough Economic factor: Location cost (Rent): Very High Miscellaneous Factor: Hangout Place: Shopping area(no such specified place) ? SHASTRI nAGAR The region of Shastri Nagar is located towards the north of Jaipur. The place is provided with straight streets which run throughout the region from north to south and from east to west intersecting only at right angles.
The place is connected to Vidyadhar Nagar via Vidyadhar Nagar Marg which opens at the Chandpole Gate of the Pink City. The place is devoid of any monuments as such but the place is an important commercial center in Jaipur. Nehru Nagar and Bani Park are in the vicinity of Shastri Nagar. Bani Park is an important region in Jaipur and hub commercial activities. This fact contributes to both development as well as importance of Shastri Nagar. Shastri Nagar has a local bus stand that provides services to the entire northern regions of the Jaipur city.
The place offers good accommodation facilities and is well provided with health institutes, educational institutes, excellent markets, etc. Demographic Factor Population : 25,000 persons (approx. ) Per capita income: Avg. more than Rs. 20,000 pm Geographical Factors: Accessibility: Easily accessible Visibility: clear Competitive Factors:
Competitors: Saras,Vadilal,Havmor Level of competition: Moderate Economic factor: Location cost (Avg. rent pm): Rs. 36 Size of the shop: 1 sq. ft. Miscellaneous Factor: Residential Status: Good Tourist Place: Yes (for shopping) Residential Status: Good Factor Rating Method
Factor Rating Method are perhaps the most widely used or general location techniques because they provide a mechanism to combine diverse factors in an easy to understand format . In this method Factor ratings are used to evaluate alternative location. The method has the following advantages: 1. Simplicity, which facilitates communication about why one location is better than another. 2. Enables bringing diverse location consideration into the evaluation process. 3. Foster consistency of judgments about location alternatives. The steps involved are: 1. List the most relevant factor in location decision . Rate each factor (say 1 for very low to 5 for very high )according to its relative importance i. e. factor rating is given to each factor ,based on its importance the higher the rating the more important is the factor. 3. Rate each location according to its merit on each factor 4. Compute the product rating by multiplying the factor rating by the location rating for each factor. 5. Compute the sum of product rating for each location Decision: Select the location alternative which has maximum sum of product rating as the choice. For the sake of convenience we have assigned alphabets to each location .
These are as follows. A-Malviya Nagar B-Bapu Nagar C- Adarsh Nagar D-Jawahar Nagar E- Pratap Nagar F-Lal Kothi G- Mansarovar H- Rambagh I –Shastri Nagar J-Shankar Nagar K- Raja Park L- Bani Park Factors that affect the location of an ice-cream parlor are: 1. Footfall Profit increase due to increase in sale and sale increase due to increase in the population of a region. Higher the population , higher the probability of increase sale. Those who are not residential of an area but often visit the place ( shopping ,studying, hangout)increase the footfall of a region .
Thus this is the most important factor in deciding the location. This is ranked as no. 4 factor i. e. the most important factor while deciding the location. 2. Purchasing Power: If we open the parlor in an area where population is considerably high but no money to spare on then all will be in vain. Thus before opening the parlor in any region we should know the avg. income, the % of disposable income . Disposable income is considered where the avg. income is low. The avg. income and willingness to buy converts the demand (a passive stage) into sale (an active stage).
Thus, this factor is ranked as no. 3 factor 3. Location cost: Every company tries to minimize its cost and maximizes its gain. Location cost in terms of rent ,electricity, staff are the important factor that must be considered. In a competitive scenario, there is a throat cut competition. Amul competitors Kwality Walls,Vadilal,Havmor,Saras,Arun ,Gokul are equally competitive. so to gain an edge cost cut will help in earning higher profit. Thus ,this factor is ranked as no. 1 factor. 4. Accessibility & Visibility The ice cream parlor must be opened at a place where it is easily accessible i. . reachable for all. The visibility of the parlor is the most important factor as without a good visibility the prospective customer will not reach the parlor even though he is in that given region. Factor Rating and location Rating for Location Alternatives Factor Factor RatingLocation RatingProduct Rating A BA B Footfall44 416 16 Purchasing Power33 29 6 Location Cost11 31 3 Accessibility & Visibility22 14 2 Total30 27
Factor Factor RatingLocation RatingProduct Rating C DC D Footfall44 316 12 Purchasing Power32 46 12 Location Cost13 13 1 Accessibility & Visibility21 22 4 Total27 29 Factor Factor RatingLocation RatingProduct Rating E FE F Footfall43 312 12 Purchasing Power31 13 3 Location Cost12 22 2
Accessibility & Visibility24 48 8 Total25 25 Factor Factor RatingLocation RatingProduct Rating G HG H Footfall44 316 12 Purchasing Power33 19 3 Location Cost12 22 2 Accessibility & Visibility21 42 8 Total29 25 Factor Factor RatingLocation RatingProduct Rating I JI J Footfall44 316 12
Purchasing Power33 29 6 Location Cost1 2 42 4 Accessibility & Visibility21 12 2 Total29 24 Factor Factor RatingLocation RatingProduct Rating K L K L Footfall44 416 16 Purchasing Power33 39 9 Location Cost11 11 1 Accessibility & Visibility22 24 4 Total29 29 CONCLUSION: The lowest product rating is 24 which are for Shankar Nagar.
The highest product rating is 30 which is for Malviya Nagar followed by product rating 29 for Jawahar Nagar, Mansarovar, Shastri Nagar, Raja Park , Bani Park. The intermediate rating is 27 and 25. 27 for Adarsh Nagar and Bapu Nagar and 25 for Pratap Nagar, Lalkothi ,Rambagh. Thus area with lowest rating should not be considered. and the area whose product rating is above 25 must be considered. LIMITATION OF THIS METHOD: The method above used for analysis has l limitation 1. The rating must be done from 1to 4 and each factor has to assigned a unique rank (i. e. no two factor can have a same rank).
The area where more than two factors are equally dominant cannot be ranked same. This creates confusion and partiality on the side of ranker. E. g. In Mansarovar population and purchasing power are equally high . But are purchasing power is ranked forcibly as 3 instead of 4. POPULATION ANALYSIS AREA WISE Figure 1 Conclusion: According to population analysis of different area, the population of Mansarovar is the highest (which is 1. 5 lacs) followed by Jawahar Nagar and (which is 1. 15 lacs),followed by Malviya Nagar, Bani Park and Adarsh Nagar. The lowest population is of Rambagh and Shastri Nagar. Hence it should not be considered.
It is also not a residential status. It must be avoided. However due to nearly situated Subodh College, the opening of parlour in this area can be advantageous. Hence , if parlour opened in this area must be close to the Subodh College. The area with intermediate population is Bapu Nagar , Pratap Nagar, Lal kothi. These area can also be considered. LOCATION COST ANALYSIS AREA WISE Figure 2 Conclusion: Location cost includes rent of a shop/parlour. As we can see through the graph the property rent are highest for Malviya Nagar and Raja Park followed by Jawahar Nagar,Rambagh and Adarsh Nagar . The property rent in this region vary from Rs. 0-54 per square ft. The rent is lowest for Bapu Nagar which is Rs. 17 per square ft. Pratap Nagar,Lalkothi and Mansarovar has intermediate rank that can also be considered. LOCATION ANALYSIS ON THE BASIS OF AVERAGE INCOME Figure 3 Conclusion: As we can see through the graph, the average income of people living in Malviya Nagar is highest which is Rs. 35,000 pm followed by Jawahar Nagar which is 30,000 pm . The average income is lowest in case of Pratap Nagar ,Rambagh ,Shastri Nagar, and Bani Park (avg income is Rs. 20,000 pm). Bapu Nagar Lal Kothi, Mansarovar has average income in the range of Rs. 25,000 per month. Conclusion :
The potential area where Amul Parlour can be opened are Malviya Nagar(preferred area within Malviya Nagar is the most common Hangout Place Gaurav Tower or near Jaldhara which is a new and refreshing place to see , Jawahar Nagar (The preferred area in Jawahar Nagar is Outside the National Handloom which is a shopping complex nearby it is a park where at evening there is a good crowd) , Mansarovar(As mansarovar region has many institutes and colleges like irm,iiim, apex, Maharishi Arvind) Shankar Nagar (The preferred area where ice cream parlour can be opened is Nahargarh ,Jal Mahal as there are no such parlour and since Nahargarh is at high altitude so when people reach after much climbing they prefer water or cold drinks or ice cream .
If Amul Parlour opened their can earn in off season too), Lal Kothi(The preferred are within this area is either near to TIME or PT as student there have no option other than Sodhani sweets which is a local sweet shop and have no place to sit and lack cleanliness) , Pratap Nagar, Shastri Nagar and Adarsh Nagar. To know the brand preference of people in icecream market in jaipur region: What is Brand preference? Measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available brand preference and awareness research Studies conducted to determine the awareness of specific brands or companies and the degree to which the purchasing population prefers or doesn’t prefer a specific product.
To get an in depth insight into a topic ,it is necessary to know the competitive Brand of Ice cream in market in Jaipur region . The competitive Brands are as follow: AMUL Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of ‘Real Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top. Today the market share of Amul ice cream is 38% share against the 9% market share of HLL, thus making it 4 times larger than its closest competitor. Not only has it grown at a phenomenal rate but has added a vast variety of flavors to its ever growing range. Currently it offers a selection of 220 products. Amul has always brought newness in its products and the same applies for ice creams. In January 2007, Amul introduced sugar free ; Prolife Probiotic Wellness Ice Cream, which was a first in India.
This range of sugar free, low fat Diabetic Delight ; ProLife Probiotic Wellness Ice Cream is created for the health conscious. Amul’s entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time – due to price differential, quality of products and of products and of course the brand name. MOTHER DAIRY Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today has approximately 62% market share in Delhi and NCR. Recently they have introduced new flavors like O’blast, an orange based ice cream dessert and the Toffee Twist. It has a range of ice creams particularly targeting children, like the Lic Lolleez, Cool buddies. KWALITY WALLS
Kwality Wall’s was launched in 1995 as Hindustan Unilever Ltd‘s master brand for ice creams and Unilever claims to be the world’s biggest ice cream manufacturer. Recently they introduced a new product, Moo; calcium enriched ice cream with the intention of luring kids and their mothers with its nutritional offerings. Some of the most popular brands are Cornetto, Feast, and Paddle Pop. During summers on an average, sales increase by 20 to 25%. Baskin Robbins Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. Headquartered in Canton, Mass. , Baskin-Robbins is part of the Dunkin’ Brands Inc. family of companies.
It claims to be the world’s largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in 34 countries, including Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, the Philippines, Thailand, Vietnam, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Pakistan, Panama, Taiwan and the United Arab Emirates. The Baskin Robbins story in India began in 1993, when the first store opened in Mumbai. Today it is spread across the country with more than 300 outlets in 61 cities. Baskin Robbins also caters to other premium channels like star hotels, leading airlines, malls, multiplexes and top retail chains across India.
Baskin Robbins is one of the diverse businesses of the Gravis Foods Pvt. Ltd. It has an exclusive franchise for the SAARC region. Our brand analysis is subjected to strategies of Baskin Robbins in India only. But the brand has a global presence where it maintains a similar brand strategy, yet with some small differences. VADILAL Vadilal ice cream division has always been a hot favorite with the people both inside and outside the organization. In India, the name Vadilal is synonymous with Ice Cream. The Ice Cream industry in India today has a turnover of Rs. 15 billion [US$ 330 million]. A quarter of this comes from the house of Vadilal alone.
But that’s no surprise, considering that we have the largest range of Ice Creams in the country – 120 – plus flavors, in a variety of more than 250 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. Something for all tastes, preferences and budgets. To make it convenient for our consumers to relish our complete range under one roof, we have set up a chain of Happiness Parlors – ‘Ice Cream boutiques’ so to say. Hordes of people flock to these parlors daily because they know that our products contain the purest and creamiest milk, and the freshest and tastiest fruits and nuts CREAM BELL Cream bell was incepted in 2003 by the house of renowned R. J Corp. – in a technical collaboration with a French Dairy Major – Candia. R.
J corp. holds the distinction of being the biggest Franchisee of Pepsi, Pizza Hut, Costa Coffee, and KFC in India. Cream bell is national ice cream player and has pioneered many innovative products in the ice cream segment. Cream bell produces its ice cream from its two world class plant based at Baddi (Himachal Pradesh) and Goa. New Zealand naturals In 2005, the Emerald Group of New Zealand acquired full ownership and control of New Zealand Natural. The Emerald Group is owned and run by Diane Foreman, who is one of New Zealand’s leading entrepreneurs. Emerald has vast interest in various sectors of industries such as property, health and food.
The food sector includes an award winning ice cream manufacturing plant in Auckland and a milk processing and distribution company based in Christchurch. Delinatural (Asia) Pte Ltd was appointed in 2000 as the licensed country master franchisee of New Zealand Natural. With a committed staff and hearty work ethic, Delinatural brings the delight of premium ice cream from the finest and freshest dairy producing country, New Zealand, all the way to you. We at Delinatural pride ourselves in delivering the highest standard of quality product and customer service to our customers. Saras Towards fulfillment of the national objective of making India self sufficient in milk production, a small step was taken in March 1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd. Jaipur (popularly known as Jaipur Dairy) was registered under Cooperative Act 1965 to work in the Jaipur District. Initially this union did not have the processing facilities. It started with a modest beginning of procuring 250 liters of milk per day. The initial handling capacity of the dairy plant was 1. 5 Lakh Lt. per day with a powder plant of 10 MT per day capacity, which was commissioned in the year 1981 under Operation Flood Program 1 by National Dairy Development Board for service of thousands of rural farmers families of Jaipur. Over the years, there has not been looking back for Jaipur Dairy and the significant growth has been made in all fields i. e. rocurement, processing and production of various milk and milk products and marketing thereof under the brand name of SARAS. The plant is managed and operated by well-qualified, competent and experienced managerial cadre and highly motivated work force to provide highest quality of products and best of the services to our esteemed cust 1)Do you eat ice-cream? ?Yes ?No YES295 NO5 Table 1 Figure 4 CONCLUSION: 295 persons(98. 33%) out of 300 eat the ice cream. Only 5(1. 7 %) persons ,which is negligible proportion do not prefer to have ice cream. So the Ice cream market has god potential in Jaipur region . Due to allergy , sickness, health consciousness only negligible proportion(1. 7%) of 300 respondent do not eat ice cream. person who do not eat the ice cream , buy the ice cream for friends, family , relatives and in some occasions like festivals, Birthdays etc. 2)Do you visit the ice cream parlors? ?Yes ?No YES170 NO130 Table 2 Figure 5 CONCLUSION: 170 Person out of 300 (56. 66%) visit the Ice cream parlor and 130 person out of 300 (43. 44%) do not visit the ice cream parlor. They prefer to have ice cream from the Amul APOs , Mon n Pop Store, Bakeries Because ice cream at these general store are available cheaply and in India there is tradition of joint family and the people prefer Family Packs rather than Scoops . Family Packs are easily available at any Mom n Pop store or nearby locality .
So they do not prefer to go far away located Parlor. 3) Do you know about AMUL parlours in city? ?If Yes: To which parlour have you been? ?A (Jawahar Nagar) ?B (Vidhyadhar Nagar) ?C ?None ?If None What is the reason? ?Price differential ?Distant Location ?Preference CONCLUSION: Out of 300 respondents , only 100 respondents know about the Amul Parlor in the city and 240 were unaware of the Amul Parlor. Out of 100 respondent who know about the Amul Parlor, 24 respondent has visit the Amul Parlor at Subhash Nagar, 15 respondent have been to Amul Parlor at Vidhyadhar Nagar , 20 person have been to Bais Godam , and 41 respondent haven’t visit the Amul Parlor yet.
Out of 41 , 10 people do not prefer to have ice cream from the Parlors because it is available at mom and pop stores easily ,13 person do not go the parlor due to distant Location and 18 person think that Ice cream at the Parlor are quite expensive. 4 ) How will you rate the following factor in case of Amul Ice cream Parlor? ?Ambiance: ?Fair ?Good ?Very Good ?Excellent ?Service: ?Fair ?Good ?Very Good ?Excellent ?Product Quality: ?Fair ?Good ?Very Good ?Excellent ?Flavours ; Taste: ?Fair ?Good ?Very Good ?Excellent ?Price Range: ?Fair ?Good ?Very Good ?Excellent Figure 6 CONCLUSION: Lower Price of the Amul is appreciated by the respondent. Amul need to improve its service as some are dissatisfied by it.
The qulity of the product is also good. The ambiance is also nice . Overall , respondents are satisfied with the quality , ambiance, service , flavors and price of the Amul. 5) First brand which comes to your mind when you think of Ice Cream? ?Amul ?Vadilal ?Kwality Walls ?Cream Bell ?Mother Dairy AmulVadilalKwality WallsCream BellMother Dairy 85120402035 Table 3 Figure 7 CONCLUSION: 120 respondents out of 300 say that Vadilal comes to their mind when they think of the word Ice cream . 85 respondent answer Amul ,40 respondent answer Kwality Walls,35 respondent answer Mother Dairy and only 20 respondent answer cream Bell. Thus Vadilal is more popular than Amul Ice cream .
The reason may be good distribution channel due to which Vadilal is easily available anywhere. 6) Which Parlour do you prefer the most? ?Amul Parlours ?Baskin Robbins ?New Zealand Flavours ?Any other AmulBaskin RobbinsNew Zealand Flavors Any Other 701505030 Table 4 Figure 8 CONCLUSION: Out of 300 respondents,150 respondents (50%) prefer Baskin Robbins ,70 respondents prefer Amul (23%),50 (16%) respondent prefer New Zealand Flavors and 30 respondent prefer any other Ice cream Parlor. 7)How do you find the availability of AMUL Ice cream in market? ?Low ?Moderate ?Adequate ?More than Required LowModerateAdequateMore than Required 701507010 Table 5 Figure 9 CONCLUSION:
Out of the 300 respondent ,70 respondent (23%) find the availability of Amul Ice cream Low in the Market,150 respondent (50 %) find the availability of Amul Ice cream moderate in the market,70(23. 33%) respondent find availability of Amul Ice cream Adequate in the market and only 10 (3. 3%) respondents find availability of Amul Ice cream more than required in the market . TO TARGET YOUTH AS AN ENTERPRENEUR TO OPEN FRANCHISEE FOR AMUL SCOOPING PARLOUR WHY YOUTH ? The amul parlours in jaipur region are run by the owners/staff above 40. The staff is less energetic, less amicable. They do not communicate well the offer of the day. They remain indifferent to the customers. They lack creativity. So , a meeting was held with them to change their attitude toward the customer, to improve their communication skills.
To avoid such problems in future youth is targeted to take up the franchisee for Amul. MEDIUM TO REACH YOUTH: To offer franchisee to youth , it was necessary to identify the youth and to reach to them and communicate properly the offer of franchisee to them. The following are the good media to reach the youth. ?Ads in Newspapers/ Magazine. ?Pamphlets. ?Posters in Notice Board of Post graduate colleges. FRANCHISEE OFFER OF AMUL SCOOPING PARLOUR INTRODUCTION: Today people like to spend quality time with their family outside the home. With increasing income they love to spoil themselves with a variety of Choco pieces. Keeping up with the latest Amul has started Ice Cream Parlors across the country.
One can enjoy world class ice creams, Sundaes, shakes and other ice cream concoctions in a cozy environment with good ambience of these parlors. It’s fun time for the entire family. Currently Amul has Scooping Parlours across the country including Mumbai, Chennai, Delhi ,Bangalore, Thane, Pune, Kolkata, Nagpur, Ahmadabad and Coimbatore. Apart from this, there are more Amul Scooping Parlours coming up in different parts of the country. These Parlours have been well received by customers and are doing upbeat business. Some of the recipes on offer at these Parlours are: ?Simply Delicious lea Cream Scoops ?Double and Triple Sundaes ?Double Swig/Magic Swirl ?Thick Shakes ? Amul Kool Drinks ?The recipes offered at these Scooping Parlours are designed by Amul.
The maximum retail price of the products is pre-determined by Amul. ?The disposables and consumables, are also standardised by Amul and supplied by parties approved by Amul Franchisee for amul scooping parlour Amul now offers an excellent business opportunity to entrepreneurs who can become franchisees of the Amul Scooping Parlours and be a part of the growing ice cream industry with India’s most popular brand. You can earn extremely attractive returns even with a relatively moderate investment. Requirements of franchisee ?Franchisee requires a space of around 300 sq. ft. at a premium location. ?Air-conditioned parlour with glass door installation at the entrance ?
Wall claddings with Greg-n Lorn Laminates of fiesta colour (Saffron Hue) ? Neon sign with Amul in acrylic letters as per standard specifications Operation: The franchisees will be supplied with pre-packed Amul Ice-Creams/Amul products in different varieties and volumes as per their requirement through authorized wholesale distributors. The franchisees shall purchase necessary toppings, Sauces and consumables from approved vendors/brands. The products to be sent from these parlours would be as per the recipes and prices approved by Amul. Agreement An agreement would be executed between the franchises and GCMMF as per the standard draft finalized by GCMMF Ltd. ROI – Indicative Statement Total in Rs.
Sales (Value per month) 150,000 Gross Margins Earned 75,000 Less: Electricity 5,000 Less: Rentals 20,000 Less: Manpower 10,000 Net Profit per month 40,000 Investment Required An owned or a leased air-conditioned shop of 300 sq. ft. at a prominent location * Refundable Brand Deposit Rs. 00,000/- * Renovation ; Interiors Rs. 75,000/- * Equipment Rs. 150,000/- * Working Capitol Rs. 25,000/- * Total Rs. 350, 000/- 1. You are interested in ?Job ?Entrepreneurship JobEntrepreneurship 25050 Table 6 Figure 10 CONCLUSION: Out of 300 college student respondent , 250 are interested in doing Job as there is less risk and more stability and only 50 respondents are interested in entrepreneurship i. e. tarting their own business as it involves higher risk and uncertain income i. e. lower income in the initial period . The starting of Business also requires initial capital which they resist to invest. 2)Have you seen the notice about Amul in your Notice Board? ?Yes ?No Yesno 23070 Table 7 Figure 11 CONCLUSION: Out of 300 respondents 230 respondents(76%) see the Notice Board and 70 respondents(23. 33%) did not see the Notice Board. Thus ,Notice Board is a good medium to reach the youth and 76 % of the respondent has seen the Notice Board to get the updates. 3)Do you find it interesting? ?Yes ?No ?Haven’t seen yet Yes NOHaven’t seen 1448670 Table 8 Figure 12
CONCLUSION: Out of 300 respondent 144 respondents show their interest and find it interesting ,86 respondent do not find the Amul Franchisee offer interesting and 70 respondents haven’t seen the offer so they were indifferent to the offer of Amul. 4What is the capital amount you would like to invest if you want to open a business? ?Less than 1,oo,ooo ?1,00,000- 3,00,000 ?3,00,000-5,00,000 ?Above Rs. 5,00,000 Less than 1,00,0001,00,000- 3,00,0003,00,000-5,00,000Above Rs. 5,00,000 161218776 Table 9 Figure 13 Conclusion: 121 respondents(41. 33) out of 300 respondents are ready to invest amount From Rs. 1 lakh to 5 lakh if they are to open a Business. 7(29%) respondents can invest amount from Rs. 3 Lakh to 5 lakh ,76 (25. 3%) respondent will invest amount more than Rs. 5 lac and only 16 respondents will invest Rs. 1 lac or less than that. Thus ,284( 94. 6%)respondent have the ability to accept the Amul offer as the investment required in opening the Amul Franchisee is around Rs. 3 lac . Thus due to low initial investment this offer has higher potential to attract the youth. 5. What is the expected rate of return from the money invested? ?Less than 5% ?5% to 10% ?10% to 20% ?20%-30% ?Above 30% Less than 5%5 % to 10 %10 % to 20 %20 %to 30 %ABOVE 30 % 23261216268 Table 10 Figure 14 CONCLUSION: Out of 300 respondent 23 respondents (7. %)expect less than 5 % return on their investment,26 respondents expect 5 % to 10 % return ,121 respondents expect 10 % to 20 % return ,62 respondents expect 20 % to 30 % return and 68 respondent expect above 30 % returns on their investment. Thus Amul Offer satisfies the need of youth as the average return one can earn is 20 % . Thus Amul offer of giving Franchisee to youth has much scope as it meets the expectation of good return . 6If you are given the offer to take up franchisee of any ice cream Brand ,which will you prefer? ?Amul ?Baskin n Robins ?Havmor ?Vadilal ?Saras AmulBaskin RobbinsHavmorVadilalSaras 7175346555 Table 11 Figure 15 CONCLUSION: Out of 300 respondents ,75 respondents(25 %) prefer to take up the franchisee of Baskin Robbins ,71(23. 66 %) respondent for Amul Ice cream Parlor followed by 65 respondent for Vadilal (21. 6 %) ,55 respondent(18. 33 %) for Saras and 34 respondent( 11. 33 %) for Amul Ice cream Parlor. 7The reason for above said choice ? ?Low Investment ?High Return ?Brand Image. ?Any other reason Low InvestmentHigher ReturnsBrand ImageAny Other Reason 83748459 Table 12 Figure 16 Conclusion: 83 respondent(27. 66 %) out of 300 select Low investment as a criteria for taking up the franchisee of Ice cream Brand,74 respondents (24. 66 %) prefer Higher Returns as a factor for selecting an Ice cream Brand,84 respondent(28 %) give weight age to Brand Image . 8If you are given the Offer to take up the franchisee of Amul, will you accept that? ?Yes ?No YesNo 38162 Table 13 Figure 17 CONCLUSION: 138 respondent(46 %) give positive response and are willing to take up the franchisee for opening Amul Parlor, While 162 respondents(54 %) will not take up the franchisee due to their lack of Interest in Ice cream Industry , more preference to doing job ,other future plans etc. Thus, there are 46 % of potential respondent who are interested and prefer to take the franchisee for Amul. 9) The reason for the above said answer? ?Low Investment ?High Return ?Brand Image ?Better Quality ?Any other reason Low InvestmentHigh ReturnBrand ImageBetter QualityAny other reason 254430363 Table 14 Figure 18 CONCLUSION:
Out of 138 respondent who prefer to take up the franchisee of Amul Ice cream parlor, 44 respondent consider higher return as a factor due to which they will take up the franchisee of Amul Ice cream Parlor,36 respondent give weightage to better quality ,40 respondent consider good Brand Image of Amul in the market and 25 respondent find low investment as an opportunity that motivates them to accept the offer. 3respondent give weightage to word of mouth ,family relations with Amul Staff etc . 1. What is the average foot fall (weekly )at your parlor? ?Less than 10 ?10-30 ?30-50 ? Above 50 Less than 10Between 10 – 30Between 30 – 50Above 50 0210 Table 15 Figure 19 CONCLUSION: Out of 3 respondent , for 2 respondent the weekly footfall is between 10 – 30 i. e. for Bais Godam and Vidhyadhar Nagar and in the parlor located at Subhash Nagar , the weekly footfall is above 30 due to its location at the main road and nearby situated Science Park. 2. Are you satisfied with the current profits from this Brand? ?Yes ?No YESNO 21