Kee Cream Market in India : Changing Tastes In order 10 meets its vision of becoming an " Indian AINC in fro* zen foods ," Ahmedabad -based Vadilal Industries [ I'd has consolidated Introduction and expanded operations to strengthen its network. Mother Dairy . The ice - cream market in India has witnessed a steady growth over Delhi which was set up in 1974 , is the wholly owned subsidiary of the the years . The players in the organized sector have slowly calen into* National Dairy Development Board . I1 launched its ice-cream brand he market share of players from the unorganized market. The per in 1995 and has secured 62%/ of the market share in Delhiand NCR. capita consumption of ice creams in India is still a dismal 106 mil per Anun , a leader in south India , markets through its brand Haisun Agro annum against a consumption of 22 litres in the USA. ' The low con - Products Lid. The company controls 56` of the Tamil Nadu market* sumption in the Indian market provides fresh avenues to ice -cream and has a 3.3%/ share in the southern market ' Dinshows , a key regional manufacturers to expand the market . The total volume of sales in the force has also established a sound footing in west India. Table 10.02 Ice - Cream market is projected to touch 3:30 mil 10 million littles by 2014. 2\\ depicts the market share of the leading players in the ice-cream mar - Kel . The product variations in the ice cream market are depicted in Leading Players in the Market?` Table 10.03 .\\ Amul , marketed by the Gujarat Cooperative Milk Marketing Federal - TABLE 10.02\\ tion ( GCMF ) , is the leading brand in the ice cream market in India Leading Players in the Ice Cream Market The company has expanded the market with a host of new launches , Leading players and created brand new segments within ice creams in order to meet Company Share ( 9/6 ) its goal of becoming a RS 10, 000 million brand by 2010. ' KWality which joined hands with Hindustan Unilever Limited in 1995 10 in - AMTull* 27 troduce the brand " KWality Walls " is also a key player in the Indian KWality Wall's ice - cream industry . Hindustan Unilever has focused its business in Vadilal Industries the four metros as well as Bangalore and Hyderabad. These six cities claim 65% of the local market share ( see Table 10. 01 ) .._ _^ Mother Dairy TABLE 10. 01 Dinshaw's Market Segmentation* Anun Market segmentation Source : warw indiastat .com , accessed June 20.08 , reproduced with permission . Segment Share ( 90 )` TABLE 10.03\\ North 30 Product Variations in Ice Creamis East 10 Product variation West 45 Type Share ( 90 ) South 15 Vanilla.* 35 Branded 40 Chocolate* 32 Unbranded 60 About 200 other flavours 33 Metopolitian Cities ( 6 ) 65 Non Metro Cities 35 Source : www. indiastat.com , accessed in June 20.08, reproduced with permission Source : www . indiastat .com , accessed June 2008 , reproduced with permission ."Entry of Multinationals Unlike the market for other products , the Indian ice-cream market `emlisement and market penetration might have changed this Figure . Suppose a researcher lakes a random sample of size 1 680 is completely dominated by national players such as Amul , KWality* from the entire country . Out of the 1680 consumers surveyed , 820 Vadilal , and some major regional players like Anin in south India consumers say that they purchase branded ice creams . Test the and Dinshaws in west India. Multinationals are also trying to make* figure of 40% by taking 95% as the confidence level . their presence fell in the market . Movenpick , a famous Swiss brand Table 10. 03 gives the information that 35% of the consumers launched its Blue Bunny brand of ice creams in Mumbai recently . in the market prefer vanilla flavour . Many new . players have However , high prices and some other global factors have restricted entered the market with new brands and flavours . Suppose a he brand's visitility in India . Baskin Robbins has also plans 10 bring* researcher lakes a random sample of 1820 consumers . Out of the world-renowned Dunkin Donuts bakery chain to India . French the 1820 consumers , 420 consumers say that they prefer va - player Candia , which owns Cream Bell brand has taken the route of nilla over any other flavour . Test the hypothesis that 35% of the joint ventures to enter the market . The ice- cream market provides consumers prefer vanilla flavour . Take 95% as the confidence plenty of challenges and opportunities to national as well as multi - level . market . national players . Both are ready to battle it out to gain control of the Table 10.02 gives the information that 4%/ of the consumers pre - fer Dinshaws . Suppose the company believes that its market Suppose you have joined an organization as a market research share will grow to 7% after it adopts an aggressive marketing analyst . Using the information given in the case and the concept of strategy . A researcher has taken a random sample of 2200 con - hypothesis testing presented in this chapter , discuss the following :" sumers and 150 consumers reply that they prefer Dinshaws . Test 1 . As per Table 10. 01 , branded ice creams have captured 40% of The hypothesis that 4% of the consumers prefer Dinshaws . Take The local ice- cream market . There is a possibility that heavy ad 45% as the confidence level