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.

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Chapter 2 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 groups 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 1972 Achievements 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 1989 & Vimal Cables.

Another diversification Started Vimal paints.

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1992

Biggest leap, Diversified in Edible oil business and Foundation of Flagship Vimal Pumps & Vimal Cables Vimal oil & foods Ltd.

Company.

1994 1994 1996 1998 2003 2007 2009 2011

Reached 100 Cr. Mark . Dairy Business Started. Entered in Micronized minerals Reached 500 Cr. Mark Entered in Ceramics and launched a Tile Brand Swastik Tiles Reached 1,000 Cr. Mark Reached 1,500 Cr. Mark 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 thats 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, VOFLs 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 Companys 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.

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3. Applicable laws

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 competitors position

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Investing in a Company supplier, customer, developer or competitor which may result in compromise with the responsibilities to the Company, 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 nonpublic 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 companys 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 companys 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 nonpublic privileged information.

All financial and commercial transactions and dealings must be fully and accurately recorded in the Companys 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 Companys 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 ARCHITECTURE

Ceramic 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 8x12 to 1mtr x 1mtr, a balanced colour palette and cutting-edge and refined decorations.

ELEGANCE AND DESIGN IN THE FORM OF CERAMIC

Trend-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 INNOVATION

Innovative 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 Indias longest Kiln 190 mtr & Largest Press 6200 PH.

NETWORK
Comprehensive 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 its 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, healthconscious 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 everincreasing, 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 Sample Population Sample Size

: : :

Ahmedabad city, Subhas Bridge Road. around 20,000 100

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 Data Source Research Method Research Technique Type of Questionnaire Type of Questions No of Questions Place

: : : : : : : :

Descriptive & Objective Primary data Survey Method Questionnaire Structured Closed & Open ended Questions 22 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 Respondents Gender
Table 4.1.1: Gender
Gender Ratio Male 76 Female 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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Respondents preference for Ice Cream

Table 4.1.2: Preference

Like 89 Dislike 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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Respondents Preference about Desserts

Table 4.1.3: desserts
Ice Cream 72 Cold Drinks 18 Hot Drinks 4 Digestive Drinks 4 Energy Drinks 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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Respondents Preference about: Ice Cream is strongly recommended only in summer times.
Table 4.1.4: Preference in summer
Ice Cream is for summer Yes No 28 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 73 Cone 27 Roll Cut 9 Candies 37 Sundaes 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 18 Weekly 37 Monthly 28 Occasionally 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 17 15 Rs To 25 Rs 48 25 Rs To 35 Rs 21 35 Rs To 50 Rs 11 More than 50 Rs 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 52 Free Toppings 16 Discount Other 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 58 Local 17 Both 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 36 Vadilal 18 Kwality Walls 12 Amul 31 Mother Dairy 0 Vimal 2 Other 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 its 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 much respondents are aware about the Vimal Ice Cream.

Brand Awareness about Vimal

Table 4.2.1: Brand awareness about Vimal

Aware 75 Not Aware 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 Vimals brand around 75% of total respondents. 25% of respondents are not aware about Vimal Ice Cream.

Awareness about Vimal Oils Brand

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Table 4.2.2: Brand awareness about Vimal oil

Yes 58 No 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 poorer 1.33 2.67 poor 13.33 14.67 Neutral 41.33 45.33 Good 32.00 32.00 Best 12.00 5.33 Total 100 100 Taste 5.33 12.00 37.33 42.67 2.67 100 Quantity Service Variety 4.00 2.67 4.00 5.33 2.67 58.67 37.33 41.33 29.33 45.33 44.00 6.67 8.00 9.33 1.33 100 100 100

Table 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 1 2nd Rank 6 3rd Rank 26 4thst Rank 18 5tt Rank 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 its not bad.

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Willing to pay more. Table 4.2.5 Rank of Vimal Ice Cream

Yes 42 No 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 respondents wants Buy one get one free offer that shows the no company is providing this type of offer but its not possible for the Vimal Ice Cream because its 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 its 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 customers 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

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Cold Drink Hot Drink Digestive drink Energy drink Other ____________

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

Yes No

6.

Which product of ice cream you prefer more?(You Scoop/Cup/Tubs Cone Roll Cut Candies Sundaes

can tick on one or more options)

7.

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

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Daily Weekly Monthly Occasionally Not Decided

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

5 Rs - 15 Rs 15 Rs - 25 Rs 25 Rs - 35 Rs 35 Rs - 50 Rs More then 50 Rs

9.

What kind of promotions would most appeal to you as a consumer? (please choose 1 option) Buy 1 get 1free Free (ice cream) toppings Discount offers! 25% off Other? (please specify) ___________________

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10.

Which type of ice cream you choose?

Branded Local Both

11. Which

ice cream brand you strongly prefer?

Havmore Vadilal Kwality Walls Amul Mother Dairy Vimal Other ________________

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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 its from old and famous edible oil company Vimal? Yes No

3.

Which characteristics come in mind when you choose the ice cream brand? Taste Quality Price Company Image Hygine Service Ingredients Packaging
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Shape Colors Smell

4.

Please rate the Vimal ice cream on the basis of above characteristics? 1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

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

____________________.

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6.

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

Make Arrow)

7. Please rate this?

Quality Price Taste Quantity Service Variety

Bad :__:__:__:__:__: Good Unfavorable :__:__:__:__:__: favorable Unsavory :__:__:__:__:__: Delicious Lack :__:__:__:__:__: Plenty Bad :__:__:__:__:__: Good Less :__:__:__:__:__: More

8.

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

Quality Taste Price Total 10

Quality Taste Price Total 10

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9. If you have to pay little extra money for Vimal Ice Cream if its quality is better than others will you ready to pay? No Yes How Much ______Rs

10.

If you have one plate containing two brands 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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