Summer Internship Project Report

On
customer satisfaction on havmor ice cream ltd.
At
Havmor ice cream pvt.ltd

Submitted by
Karan padaliya

Under the guidance of

Mr. dipamkumar raval

1
 index
Sr.no Particular Page no.
1 Industry overview
(A) Introduction of industry 2
(B) History 2
2 analytical data
(a)world analytical data 4
(b) country analytical data 5
(c) state analytical data 6
(d) pestel analysis (tabular form) 7
3 Problem identification
Literature review 9
Research problem 14
objective 14
4 Research methodology
Research Instrument 14
Sample size 14
Data collection 15
5 Data analysis and interpretation 17
6 Results & findings 26
7 Conclusions 26
8 Suggestions 27
9 Bibliography & references 27
10 Questionnaire 29

2
 INTRODUCTION OF INDUSTRY

Havmor Ice Cream is an ice cream factory that focused on making and innovating
different products. This company produced in India since 1944. It is a listed company
which belongs to Korea Lotte Confectionery Ltd. Also, this brand is one of the largest
ice cream manufacturer that concentrate on making new products and achieve the
ultimate. Havmor is one of the ice cream brand that local people even foreigners are
keen on to buy. Special flavor attracts young children to patronage more Havmor's
products and advertise to their friends, families and be the largest consumer. Havmor
Ice Cream still keep using pure milk and cream until now. Go on to later development,
Havmor starts running ice cream restaurant through different cities in India. It can sell
over 100,000 liters of ice cream per day.

History

 Early History
Satish Chona is a young engineer who set up the ice cream shop in Karachi, Pakistan
in 1944. After three years, there was a riot between India and Pakistan, Satish Chona
and his family had to give up everything in Karachi and move to India for safety. Satish
Chona tried his ice cream business in Dehradun and Indore then decided to start the
work in Ahmadabad at the end. The reason he chose here was the warm temperature.
Satish Chona sold Havmor ice cream everyday at the railway station with his wife.
They used only a handcart, and in order to increase their revenue, Chona borrowed
friend's cycle to sell their ice cream through Ahmadabad. His wife willingly bear the
burden of churned the ice cream every night.
The main values that Satish Chona kept from beginning are Goodness, Truthfulness
and Cleanliness. It is a commendable spirit prop up Havmor business better, bigger
and more popular, more helpful than before.
Flavors creation and promotion are starting since 1944, the beginning of this ice
cream making journey. Havmor looked toward from ice cream shop to restaurant
3
even though boutique. After the a series of relevancy opened, Havmor never turn
back, but the high reputation by conmusers feedback. The warranty Havmor provided
always the highest to their customer, include advanced customization and good
service.

 Development
With the larger factory and developing shops, Havmor Ice Cream are already
promoted more than hundreds different kinds of flavors, otherwise they posed their
network through India near to 14 states. They are not only connect online business
territory, but also with eateries and Havfunn parlours. The most premium boutique
always create amazing ice cream commodity display based cakes, dessert and drinks.
From toppings to endless, they all made by extreme ingredients.
Satish Chona is content to make Mr Havmor a household name in ahmedabad, but
his son Pradeep Chona decided to expand to Gujarat in the 1990s. Ankit Chona, who
was educated in the us, joined the company in 2005 and entered maharashtra in 2007
and rajasthan in 2008. His two attempts were successful, with 2005 revenues growing
sixfold and by about 40 per cent over the projected fiscal year." We get 10 to 15
franchisee requests a day, "says Ankit. There are 24 Havfunn shops outside Gujarat, and
15 are franchisees which is extreme manufacturing facility.

4
  World market

Size of the global ice cream market from 2013 to 2020 (in billion U.S.
dollars)

market size in billion u.s dollars

70

60 64.07
61.61
59.24
56.91
50 54.67
52.51
49.45 50.44

40

30

20

10

0
2013 2014 2015 2016 2017 2018 2019 2020

market size in billion u.s dollars

5
  Country market

Industry at a glance
The ice cream industry in India is worth Rs. 2,000 crores

The industry can be divided into the branded market and the unbranded market. The branded
market at present is 100 million litters per annum valued at Rs. 800 crores

In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market
share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%
The per capita consumption of ice cream in India is approximately 300 ml, as against the
world average of 2.3 litters per annum
Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.

6
  State market

Which flavours of Ice-cream you buy most(in Gujrat)

Frequency Percentage ( % )
Vanilla 47 15.31
Strawberry 62 20.20
Chocolate chips 39 12.70
American Dry Fruits 54 17.59
Pina chips 47 15.31
Kesar pista 46 14.98
Any other 12 00.04

70

60

50

40

30

20

10

0
vanilla strawberry chocolate chips american dry pina chips keser pista other
fruits

frequency percentage(%)

7
Most of the respondents prefer Strawberry as their favorite flavor. Then comes
American dry fruits, Vanilla, Pina chips, Kesar pista respectively. In other section,
consumer have suggested in their favorite flavor as Rajbhog, Green pista, Afghani Dry-
fruit, Kaju kismis, Badam Kaju Pista, Black current etc.

pestel analysis

P - POLITICAL
E - ECONOMICAL
S - SOCIAL
T - TECHNOLOGICAL
E - ENVIRONMENTAL
L - LEGAL

POLITICAL:

 Next political elections and changes that will happen in the country due to
these elections
 Strong and powerful political person, his point of view on business policies
and their effect on the organization.
 Strength of property rights and law rules. And its ratio with corruption and
organized crimes. Changes in these situation and its effects.
 Change in Legislation and taxation effects on the company
 Trend of regulations and deregulations. Effects of change in business
regulations
 Timescale of legislative change.
 Other political factors likely to change for Havmor Limited India.

ECONOMICAL:

 Position and current economy trend i.e. growing, stagnant or declining.

8
 Exchange rates fluctuations and its relation with company.
 Change in Level of customer’s disposable income and its effect.
 Fluctuation in unemployment rate and its effect on hiring of skilled
employees
 Access to credit and loans. And its effects on company
 Effect of globalization on economic environment
 Considerations on other economic factors

SOCIO-CULTURAL:

 Change in population growth rate and age factors, and its impacts on
organization.
 Effect on organization due to Change in attitudes and generational shifts.
 Standards of health, education and social mobility levels. Its changes and
effects on company.
 Employment patterns, job market trend and attitude towards work
according to different age groups.
 case study solutions
 Social attitudes and social trends, change in socio culture an dits effects.
 Religious believers and life styles and its effects on organization
 Other socio culture factors and its impacts.

TECHNOLOGICAL:

 Any new technology that company is using

 Any new technology in market that could affect the work, organization or
industry
 Access of competitors to the new technologies and its impact on their
product development/better services.
 Research areas of government and education institutes in which the
company can make any efforts
 Changes in infra-structure and its effects on work flow
 Existing technology that can facilitate the company
 Other technological factors and their impacts on company and industry
9
 Environmental Factors:

The product is not made out of any unnatural composition. The base of every
product of havmor , which is not at all harmful for the environment. So there
are no threats for the co-operativesociety in respect of environmental factors.

Legal Factors:

The legal factors which work as opportunity for havmor are PFA act,
Trademarks, IndustrialDevelopment & Regulation Act. There are threats also
like Child Labor (ILO).

Problem identification

LITERATURE REVIEW

In August 2009, ice cream maker Havmor decided to implement ERP system
across its head office, factory, and the state-of-the-art kitchen and three locations
in Ahmedabad. With a 16,000 plus dealer network across Gujarat, Maharashtra,
and Rajasthan, the company set February 2010 as the deadline for the rollout. The
short implementation window was set keeping in mind the onset of the ice-cream
season in March 2010.

The factory of Havmor at Ahmedabad manufactures 100-odd flavors of ice cream

in multiple packing options, thereby swelling raw material inventory, SKUs, and
related documentation, recalls Rekha Chona, Director, Havmor Ice Cream.“Our
procurements, storages, productions, delivery points, plant maintenance,
customer deep-freeze maintenance & services are scattered geographically,” she

10
says. The legacy system catered the need of the individual department but the
drawbacks were data redundancy, lack of integration of the system and wastage
of time in sourcing and collating data. ERP was the need of the hour.

THE SOUR TASTE

In its two earlier attempts to implement ERP, Havmor was not success as it had
selected a customized software the first time and a non-standard ERP the second
time, primarily due to the lower cost of the product and implementation. Project
„Mission Kamyaab‟ was started to reverse his failures of the previous two
attempt.

11
The firm approached Innova Systems, its Ahmedabad-based system integrator for
the past six years. Innova understood the customer requirements and suggested sap
and even interacted with the local sap team who in turn studied the project
requirements two to three times. “Earlier, we could not afford sap as it was a costly
proposition for a company of our size.

THE MIXED FLAVOR

Since Innova didn‟t have expertise on ERP implementation, it went back to SAP
for help, which in turn suggested CMC as the latter had executed similar projects
in FMCG vertical, including a wafer manufacturing company. “After joint
presentations at the customer end, we got an order of ERP software - SAP ECC
6.0 and licensing,”

“Looking at the previous two failed attempts and limited time in hand, we did not
want to experiment at the site of a loyal customer,” says Dave. Experimenting
and probably failing would have also meant losing the related Rs 1 crore plus
hardware purchase order for Innova Systems. The trade off was outsourcing the
ERP implementation part worth Rs 34 lakh to CMC.

Innova and CMC embarked on this project at Havmor in September ‟09 with a
plan to complete it by Feb‟10. Havmor management realized that this was an
ambitious initiative cutting across +all the departments and would result in major
changes in the job functions.

THE RIGHT INGREDIENTS

12
With SAP implementation, Havmor also needed hardware refresh in terms of
servers, storage, and networking gear at its data enter. Also, there was a need for
100 plus PCs (desktops and laptops). Hardware supply and system integration has
been core expertise of Innova Systems and hence they bagged this project, which
was over Rs 1 crore including hardware, its integration, and software licenses.
“We supplied all hardware, implementation and SAP configuration issues like
clustering. Due to SAP, the associated hardware must be new and also new
purchases were done due to new staff at Havmor,”says Dave. The entire active
and passive networking infrastructure including switches, routers and structured
cabling was also executed by Innova.

13
Innova Systems would soon connect the locations of Havmor through Tulip for
WAN. “We did contemplate open source than Microsoft during the project as it
means cost savings for customer. But Havmor did not have dedicated staff which is
needed for open source deployments,” says Dave. Innova supplied manpower to
CMC to ensure speedy work and more co-ordination between teams to meet the
deadline.

“As a system integrator, Innova Systems tried to address our pain areas, from
identifying SAP and their SME rates, partner collaboration, and hardware
integration. They also suggested the project financing option,” said Chona.

Havmor Ice Cream looking to double its presence

@Franchise India: Ahmedabad-based chain of ice cream parlours, Havmor Ice
Cream, plans to double its presence in India in next one year. Currently, it is
operating through 60 outlets across the various cities of Gujarat, through a mix
of company owned and franchised outlets.

The company is targeting few more cities of Gujarat like Surat, Rajkot,
Jamnagar etc. to mark its presence across the nation. Besides this, the company
is also looking at expanding in countries like US and Dubai through franchising.

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 Research problem and objective

 Research problem

Customer Satisfaction on Havmor Ice-cream in ahmedabad City.

 Objective of research

 To find out the Satisfaction level of Havmor Ice-cream in ahmedabad City.

 To find out most consume flavour of Havmor ice-cream.
 how customer rank according to various characteristic of Havmor
ice-cream.
 Where they rank Havmor Ice-cream as compared to other Ice-
cream companie.

Research methodology

 Research Instrument

I use questionnaire for collection of data as the research instrument.

 Sample size

The sample size taken for the survey purpose is of 50-60 approximately people
from ahmedabad city.

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  Data collection

For the preparation of the project, both types of data are used.

o Primary Data
o Secondary Data

1. Primary data

Primary data are those data that are collected by the researcher for the first time for
use. These data are raw data and therefore more reliable.

In this project, the primary data was collected through the use of a survey method. In
the survey, the respondents are interviewed for data collection.

2. Secondary data

Secondary data refers to data that is collected by someone other than the primary
user. These data are less reliable compared to primary data

In this project, most of the secondary data are collected from the internet.

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  Limitation of research

During the project following problems are faced.

 As many of the respondents were not that familiar with English, I needed to explain
every question in Gujarati or Hindi.

 Probability sampling was not used therefore the results cannot be generalized to
the population.

 The research was conducted within Ahmedabad city only.

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 Data analysis and interpretation

 Are you a consumer of Havmor Ice-cream?

Yes 100

No 0

Table 1: Consumer of Havmor Ice-cream

Chart 1:
Consumer of Havmor Ice-cream
44.2

43.8

43.6
Frequency
43.4

43.2

Newspapers Radio

Interpretation:

Here it‟s all respondents are consumer of Havmor Ice-cream so that getting
information about Havmor ice-cream and its quality become easier as every
respondent knows the Havmor ice- cream and the consumer of Havmor Ice-
cream.

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  How you come to know about Havmor ice-cream?

Frequency Percentage ( % )

Newspapers 18 35.77

Radio & mobile 17 34.95

Hoardings 3 0.05

Family or Friends 8 22.76

Others 4 0.02

Table 2: Sources of knowledge about Havmor Ice-cream

HOW YOU COME TO KNOW ABOUT

HAVMOR ICE CREAM
20
18
16
14
12
10
8
6
4
2
0
newspaper radio hoarding friends & family others

frequency

Interpretation:
Here from the diagram, it‟s represents that Newspapers and Radio & mobile is a
most prominent source for the awareness of Havmor Ice-cream. Then comes Family or
friends and then other sources and then hoarding at last which influence the behavior of
buying. Some respondents suggest T.V. also for the knowledge about Havmor Ice-
cream.

19
 How frequently you purchase Havmor ice-cream?

Once a week 43

More than once a week 33

Once a month 10

On a special occasion 09

Table 3: Frequency about purchasing Havmor Ice-cream

PURCHASE OF HAVMOR ICE-CREAM

50
45
40
35
30
25
20
15
10
5
0
once a week more than one or two once a month special occasion
week

frequency

Interpretation:

in this graph, we can show that majority of respondents purchase ice cream once
a week that shows the medium flow of consumption of Havmor Ice cream. If there
was more frequency in “More than once a week” it was good for a company in the
market. and also some customer buys ice-cream in once a month. Some respondents
buy the Havmor Ice-cream on special occasions only.

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 In which form do you prefer to have Ice-cream?
Frequency Percentage ( % )
Candy 57 20.28
Cone 63 22.42
Cup 44 15.66
Family pack 55 19.57
Roll Cuts 50 18.06

Table 4: Preference about form of Havmor Ice-cream

PREFERENCE ABOUT ICE CREAM

25

20

15

10

0
candy cone cup family pack rolls

percentage

Interpretation:

As you can see in the chart, there are a somewhat equal amount of responses about
forms of Havmor Ice-cream. It shows the consumer is happy with all kinds of forms.
but cone has most preferences of a consumer

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 Normally from where you usually buy Havmor Ice-cream?
Ice-cream parlours 45
Restaurant 30
Local Ice-cream shops 25
Others 06

Table 5: Preference of buying Havmor Ice-cream

SERIES 1
50
45
40
35
30
25
20
15
10
5
0
ice- cream parlour restaurant local shop other

Series 1

Interpetation:

As we can see in this diagram most of the respondents prefer ice-cream

parlour while purchasing the Havmor Ice cream. 30 respondents like to purchase
Havmor ice cream from the restaurant and others prefer to buy ice cream from
the local shop.

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 What do you think about quality of Havmor Ice-cream?
Extremely good 28
Good 48
Neutral 17
Bad 3
Very bad 0

Table 6: Quality of Havmor Ice- cream

QUALITY
60

50

40

30

20

10

0
excellent good neutral bad very bad

Column1

Interpetation:

as we can show in the diagram 48 people say that the quality of havmor ice
cream is good and 28 people say that it was extremely good quality. and it was good
for havmor ice cream that no one says it was very bad quality. most of the consumers
give a positive review about the quality of havmor ice cream.

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 How would you rate the Havmor ice-cream in following categories?

Characteristics happy. Not happy.

1 2 3 4 5
Value for money 80 10 5 - -
Sweetness 12 69 5 13 1
Customer services 32 37 17 14 7
Packaging 20 18 30 13 4
Advertisement 35 16 37 5 7
Verities 44 29 15 3 9

Interpretation:
1. Value for money: The value for money is the most favorable category for

the consumer. So a company should have to come with an attractive offer

which can attract the consumer.

2. Sweetness: Sweetens come after the value of money. The sweetness

having no major problem for consumers.

3. Packaging: Packaging includes the shape, design of ice cream some time

it was favorable but not most of the time.

4. Customer services: Customer service includes the after selling service

which can include hearing the matter regarding any other quarries of the
consumer.

5. Advertisement: Advertisement having average favorability for consumers.

6. Verities: Consumers wants to include more verities in the product of

Havmor ice- cream so it is most favorable variable for Consumers.

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 7.

 Would you like to add any flavours in Havmor ice-cream?

Yes 08

No 34

Table 7: Includence of flavours

40

35

30

25

20

15

10

0
flavours add

yes no

Interpetation:

In this graph, most of the respondents respond “No” but some of the
respondents (08) suggest some of the flavors which include Vegetables, Litchi-
Strawberry candy, Lassi kulfi, Badam Kesar ice- cream, also spicy(hot) Ice-cream
flavor, etc.

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 In which field you can think Havmor Ice-cream improves more?

Frequency Percentage ( % )

Price 38 23.81

Quality 28 30.95

Quantity 23 18.25

Availability 33 26.19

Any other 01 0.007

Table 8: Improvement in the field

40

35

30

25

20

15

10

0
price quantity quality availability other

Series 1

Interpetation:

From the following chart, the majority of consumers want improvement

in the field of the price of ice cream. While the quantity having less consideration
so we can say that Havmor Ice-cream having a great efficiency in maintaining the
quantity of ice-cream. Also, the availability of flavor has a high rate of
improvement.
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 Results & findings

Here are the some of the findings i made after analysing the responses.

 The most feasible awareness sources of Havmor Ice-cream are newspaper and
Radio compare to other sources like Hoardings and Family of Friends.
 Most of the consumers prefer buying Havmor Ice-cream once a week.
 There is almost similar weightage to forms of ice-cream product consumers would
like to have.
 Most of the consumer buy Ice-cream from the ice cream parlors then reaturent.
 Most of the consumers find quality of ice-cream is “good”.
 The respondents suggest some of the flavors which include Litchi-Strawberry
candy, Lassi kulfi, kesar ice-cream. in the suggestion.

Suggestions

1. Inspection and frequent check of booth and parlors for hygiene and availability of
ice cream.
2. Motivation and how to communicate with the customer program for parlor
owners
3. Increase in advertisement and publicity. And also do advertisement in rural area.
they are not so aware about the all product.
4. Glow sign boards should be provided to booth and parlor owners because it is
visible in the night.
5. Also All information regarding Havmor and its products should be available on
internet for consumer.
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 the target market for Havmor Ice-cream is people of age group 20-30 years &
also kids of age group 10-20 because kids are always easy targets.

Conclusions
 Consumers purchase Ice-cream from Restaurant more than the Havmor
parlours so company should have to increase awareness level of consumers
towards Havmor ice- cream parlours and promote schemes at Havmor outlets.
 People are mostly satisfied with the overall quality of Products, but for the
existence in the rural market, havmor must use aggressive selling techniques.
 havmor has to come up with new promotional activities such that people
become more aware about havmor,

Bibliography & referencess

Web Reference:

 Havmor Ice CreamLimited (N. D.), Retrieved November 16, 2011, From
www.havmore.com
 http://www.dare.co.in/opportunities/other-business-opportunities/ice-
cream-industry-in-india.htm
 http://agro.indiamart.com/agricultural-commodities/icecream.html
 http://www.channelworld.in/case-study/erp- global-ingredients-local-
flavor

28
 Questionnaire

Dear Respondent,

I am a student of marwadi university (Rajkot, Gujarat) and surveying a study for which
I intend to pose a questionnaire to find out customer satisfaction towards Havmor
Ice-creams. I assure that information will be kept confidential and use for academic
purpose only. Thank you.

 Name: 

 Age: 

 Gender: Male: Female: 

 Occupation: 

 Contact no. (M): 

1. Are you a consumer of Havmor Ice-Cream?

O Yes O No

29
2. How you come to know about Havmor ice-cream?

O Newspapers O Radio O Hoardings

O Family or Friends O Others, Please specify

30
3. How frequently you purchase Havmor Ice-creams?

O Once a week O More than once in week

O Once a Month O On a special occasions only

4. In what form do you prefer to have Ice Cream? ( one or more tick mark allowed)

O Candy O Cup O Cone

O Family pack O Roll Cuts

5. Which flavors of Havmor Ice-cream you buy most? (one or more tick
marks allowed)

O Vanilla O Strawberry O Chocolate chips

O American Dry fruits O Paina chips O Kesar pista

O Any other:

6. Normally, from where you usually buy Havmor Ice-creams?

O Ice-Cream parlors O Restaurants

O Local Ice cream shops O Any other

31
7. What rank would you like to give according to following characteristics of
Havmor Ice-creams?
(Rate on a scale of 1 to 5, 1: least important and 5: the most important)

 Price
 Availability
 Quality
 Flavors
 Offers

32
8. What do you think about quality of Havmor Ice-Cream?

O Excellent O Good O Neutral O Bad O Very Bad

9. How would you rate the Havmor Ice-Cream in following categories?

happy not happy

Characteristics
1 2 3 4 5
Value for money
Sweetness
Customer Services
Packaging
Advertisement
Verities

10. Would you like to add any flavour in Havmor Ice-Cream?

O Yes O No

If yes, what is that flavour

11. In which field Havmor Ice-cream improves more?

O Price O Quality O Quantity

O Availability O Any other

12. can you advise other to buy Havmor Ice cream?

O Yes O No