A study on customer preference of mercely’s and Camerry Ice

Cream in terms of product differentiation and marketing activities.

Theoretical framework

Ice creams are the most preferred treat for any season. Meriiboy,
situated in South India, is one of the major manufacturers of fresh ice
cream. This business entity, a part of Cousins Group, was formed in
1990 by five close-knit families. The brand is well-known throughout
Kerala, as well as in growing areas like as Tamil Nadu and Karnataka.
The brand is well-known for its high-quality, all-natural ice creams.
The company is always looking for new flavors products for the ice
cream market. The first component of the research, namely the
organizational study, involves the development of both the Ice cream
business and the firm.

THE EVOLUTION OF ICE CREAM

Despite the fact that there are several stories about its origins, the
origins of ice cream are unknown. Some historians suggest that ice
cream-like foods originally appeared in Persia around 550, while
others claim that the Roman Emperor Nero invented the first sorbet
with honey and wine using ice from the Apennine Mountains,
however, sorbet is now thought to have originated in Persia. Ice
cream is said to have originated in the Mongol Empire and expanded
throughout China's growth, according to certain sources.Its spread
across Europe is often attributed to Arab traders, although it is more
frequently attributed to Marco Polo. Despite the fact that sorbet-
style sweets are not referenced in any of Polo's works, he is most
often credited with introducing them to Italy from the knowledge he
gained about it from his travels in China. The Italian duchess
Catherine de' Medici is Supposed to have invented flavoured sorbet
ices when she introduced Italy to France. A century later, Charles I of
England was reportedly so taken with the "frozen snow" that he
promised his own ice cream maker a lifetime pension in exchange for
keeping the formula a secret, effectively making ice cream a royal
prerogative. Around 500 BC, snow was used to freeze beverages in
Greece, and Hippocrates was supposed to have criticised cold drinks
for causing "gastric fluxes". Lower-mountain snow was thought to be
unclean, and frozen beverages were thought to cause convulsions,
colic, and a number of other diseases. In the days before
refrigeration, Seneca criticised the expensive prices of iced
sweets.Ice and snow were coveted components in historical cuisines
such as Japanese, Chinese, Greek, and Roman cuisines. A snow-filled
pitcher adjacent to fruit juice is depicted in ancient Egyptian
hieroglyphs. A cooled delicacy made with wheat, camphor, and
water buffalo milk was described under the Tang dynasty, and a 1st-
century Roman culinary book included recipes for snow-chilled
sweets. Some Persian writings from the 2nd century AD mention
sweetened cold drinks with ice created by freezing water overnight
in the desert.Only the discovery of the endothermic reaction allowed
for the creation of ice cream. Previously, cream could only be chilled
and not frozen. With the addition of salt, the melting point of ice was
lowered, allowing heat to be removed from the cream and freezing
to take place. The first written reference to this can be found in the
Indian poetry Panchatantra from the fourth century AD. The method
is first described in Ibn Abu Usaybia's 13th-century medical
literature, not in culinary publications.Prior to the 16th century, no
European literature mention the process of "freezing."

THE WORLD DAIRY SECTOR

The annual global trade in milk products is 33 million tonnes, worth
$10 billion USD. On a worldwide basis, just 6 to 7% of global milk
supply is traded. Cheese, butter, and powders account for the vast
majority of global dairy trade. A growing trend toward cheese is
expected in the near future. Yogurt and sweets are two dynamic
commodities that are projected to increase significantly in the next
years. The European Union, New Zealand, Australia, and the United
States, which account for 85 percent of all exports, dominate the
worldwide dairy trade. New Zealand exports up to 80% of its milk
production, while Australia exports up to 50%.Milk output is
expected to grow by 1.6 percent per year between 2020 and 2029,
reaching 997 million tonnes in 2029, according to an OECD-FAO
projection. Herd growth, particularly yield growth, is projected to
contribute to an increase in worldwide milk output. Variables such as
milk production system optimization, increased animal health,
feeding efficiency, and superior genetics all have an impact on
productivity growth. According to OECD-FAO study, India and
Pakistan are expected to provide more than half of the increase in
world milk production between 2020 and 2029, accounting for more
than 30% of global output by 2029.

INDIAN DAIRY SECTOR

Due to its substantial amount of buffalo milk, India's dairy business is
unique among large-scale milk producing countries. India's dairy
industry is distinctive among large-scale milk producing countries
due to its considerable share of buffalo milk. Buffalo milk accounted
for more than half of all milk produced in the country until 2013, but
due to increased consumer demand for cow milk, that ratio has since
plummeted to fewer than 50%. While there are numerous buffalo
breeds, more than half of all buffaloes are unremarkable. The
Murrah is the most popular dairy breed in India, and it has sparked
the interest of people from all over the world. Nili-Ravi and Jafa
Abadi buffaloes also produce well.Buffaloes are preferred by dairy
producers in many areas since dry cows are difficult to sell because
of the cow's recognized position, although water buffaloes are
typically sold for slaughter once their milk cycle is complete or
productivity drops. In the vast majority of Indian states, cow
slaughter is forbidden. Buffaloes digest low-quality feed better than
cattle, therefore buffalo farming is less expensive than cow farming.
They also produce more than native cow kinds. Dairy producers in
many states prefer buffaloes since dry cows are difficult to sell
because to the cow's recognized position, but water buffaloes are
generally sold for slaughter after their milk cycle is complete or
output declines. The slaughter of cows is prohibited in the great
majority of Indian states. Buffaloes digest low-quality feed better
than cattle; therefore, buffalo husbandry is less expensive than cow
husbandry. They also provide higher yields than native cow
types.Because fat content impacts milk pricing, some producers
choose buffalo milk because of its higher fat content. Buffalo milk
contains about twice as much fat (7–7.5%) as cow milk.Although cow
milk is favored for chena, it is preferred for high-fat dairy products
such as paneer. Many typical dairy processing Procedures designed
for cow milk are incompatible with buffalo milk due to biochemical
incompatibilities. Inadequate research has hindered the expansion of
the buffalo milk industry's productivity. In general, cow milk study
findings cannot be transferred to buffalo milk.In this respect, the
National Dairy Research Institute (NDRI) Karnal has set a goal of
increasing its semen output from 0.1 million doses per year to 2.5
million doses per year by 2020 A.D. Throughout addition, 400-500
males from elite Sahiwal, Crossbred, and Murrah herds are
suggested to be given annually for genetic development in the
country. Breed Societies are required for the advancement of various
cattle and buffalo breeds. For this aim, these departments might
collaborate with other development agencies, including Non-
Governmental Organizations (NGOs). In all interactive projects that
involve field recording, progeny testing, and data collection, all
interactive systems including field recording, progeny testing, and
data banks should include information on the availability of sperm,
bulls, females, and so on for consistent genetic improvement of
cattle. To properly manage these initiatives, there is an urgent need
to connect them with bio-informatics institutes at the state, national,
and worldwide levels. A nationwide animal production and health
information system, as well as disease-free zones across the country,
are also urgently needed.

ICE CREAM INDUSTRY IN INDIA

The ice cream industry is very seasonal, with the majority of retail
sales occurring in the summer. Around 10,000 people are involved in
this fragmented business. Amul is the market leader in the organized
category, with more than 32% of the market share, followed by
Vadilal Industries. Other important players in the sector include
Hindustan Unilever, Mother Dairy, Havmor, and Nestle. The ice
cream market in India is anticipated to increase at a CAGR of 17.03
percent between 2016 and 2021, according to the report “India Ice
Cream Market by Type, By Organized vs. Unorganized Sector, By
Category, Competition Forecast& Opportunities, 2011-2021”
released by TechSci Research. According to a Euromonitor
International research released in April 2015, the market is expected
to expand to Rs.6,198 crore in 2019 from Rs.4,160 crore in 2014.Due
to an increase in the number of international ice cream brands
entering the Indian market, improved cold storage facilities, and
changing customer tastes, the Indian ice cream business has grown
at a moderate rate in recent years. The rise of the sector has been
aided by increasing urbanization and rising demand for natural and
classic flavored ice cream.Furthermore, India is the world's largest
milk producer, accounting for more than one-fifth of worldwide milk
output, providing an enormous amount of raw material for ice cream
production. India's GDP per capita grew from USD 1390 in 2010 to
USD 1580 in 2015, demonstrating a positive trend. This has a good
impact on India's ice cream industry. Furthermore, the India ice
cream market is predicted to be driven by rising purchasing power,
increased tendency to consume ice cream outside, and a rise in the
diversity of flavours over the forecast period. Ice cream was always
considered a luxury dish, but as time passed, customer tastes and
preferences evolved.The existence of significant firms in the Indian
ice cream business, such as the Gujarat Cooperative Milk Marketing
Federation, the National Dairy Development Board, and others,
helped West India lead the Indian ice cream market in 2015, and it is
projected to continue dominating in the next years.The impulsive
category of ice creams dominated the Indian ice cream market in
2015, owing to rising demand for premium ice creams and changing
customer tastes, and this category is predicted to continue to
dominate during the forecast period.

ICE CREAM INDUSTRY IN KERALA

Approximately 90% of the ice cream market in Kerala is controlled by
local businesses, with the remaining 10% controlled by
multinationals and companies from the north. Because the market is
booming with both registered and unregistered firms, there is no
clear statistic for total ice cream sales in Kerala. According to a news
story from last year, the Kerala ice cream industry is worth Rs.450
crore. According to the organized sector, the unorganized sector sells
another Rs 50 crore. Vendors on bicycles set up shop at school and
park gates are among them. The target demographic is 13 to 35
years old, with ice cream consumption, if not diminishing as people
get older. There is a wide variety of flavors available, ranging from
international flavors to local ice creams like 'Jack fruit' and 'Tender
Coconut.' However, due to its cheaper price, vanilla ice cream is the
most popular of all.International businesses such as Baskin Robbins
and London Diary, as well as national and regional giants such as
Amul, Adithya, Lazza, Meriiboy, Uncle John, and Joy, dominate the
Kerala market.

CURRENT SCENARIO OF ICE CREAM INDUSTRY

New and unexpected flavors, textures, and fusions are emerging in
the ice cream industry. A growing consumer base, product
acceptability, and strong competition are driving operators to seek
competitive advantages via product and service innovation. Ice
cream as a category has grown steadily in recent years. Until around
a decade ago, the category was primarily made up of classic-flavor
ice creams. Ice cream as a genre has grown in popularity in recent
years, owing to a spate of inventions. One of India's most popular
sweets is ice cream. As a result of the region's hot and humid
climate, as well as a shift in client gastronomic preferences, dessert
sales are expanding across the board. Maharashtra is a significant
market, accounting for roughly 15% of India's total ice cream market.
It is followed by other vital states like as Uttar Pradesh and Gujarat.In
the current climate, traditional ice cream is enjoyed alongside
specialty products such as fillets. Consumers are eager to try out new
tastes and combinations. These quality-conscious customers choose
items that are smoother and creamier. Gourmet tastes have grown
in popularity at the same time. The luxury ice-cream industry has
grown as customers' disposable incomes have increased, as has their
desire to explore newer and better goods. As a result of the huge
number of competitors fighting for market share, the sector is
somewhat capital-intensive. In today's world, conventional ice cream
is consumed alongside specialized items like as fillets. Customers are
ready to explore new flavors and combinations. These quality-
conscious clients want smoother and creamier products. At the same
time, gourmet tastes have risen in appeal. The luxury ice-cream
sector has expanded as customers' disposable budgets have
increased, as has their desire to sample new and better products.
The sector is somewhat capital-intensive due to the large number of
rivals vying for market dominance.Traditional ice cream accounted
for about 82 percent of the global retail ice cream industry in 2012,
which is predicted to reach $76 billion by 2018. The major factors
include favorable demographic demographics, rising disposable
income, and consumer understanding of frozen desserts.New
product development and innovation are important drivers of
growth in the sector. Because of the market's large number of
competitors, the most challenging challenges for the industry are
sustaining price and quality, brand loyalty, and customer group
retention.

FUTURE MARKETS
Ice cream is swiftly becoming one of India's most popular culinary
specialties. The IMARC Group's report "Ice Cream Industry in India:
Industry Trends, Share, Size, Growth, Opportunity, and Forecast
2021-2026" examines the Indian ice cream market in depth.
According to the survey, the market grew rapidly between 2015 and
2020. The market's quick growth might be due to a variety of factors.
Some of the drivers driving market expansion include population
growth, rising disposable incomes, urbanization rates, changing
consumer tastes, enhanced cold supply chains, and higher deep
freezer penetration. The Indian ice cream business is expected to
develop at a CAGR of 17.3 percent over the next five years, according
to IMARC Group. Maharashtra currently has the greatest market
share, accounting for almost 14% of all sales. The competitive
landscape of the Indian ice cream business is also explored in this
study.GCMMF, Kwality Walls, Vadilal, Mother Dairy, Hatsun, and
Cream Bell are among the market's major players.India's dairy goods
will find new markets in Southeast Russia, Russia, and Africa. In the
near future, there is a potential increase in demand for nearly 3
million tons of milk products in the ASEAN region alone. GATT
agreements will limit EU dairy exports, whereas Australia and New
Zealand lack significant production capacity. Despite the fact that
Russian output has declined by more than 25% in the preceding five
years, Russia's climb as the world's top importer of dairy products is
significant. The yearly milk production shortfall is expected to be
greater than 13 million.

HISTORY OF THE COMPANY

Cousins Group, a commercial partnership created in 1990 by five
close-knit families, owns Meriiboy ice cream Pvt. Ltd. Throughout the
years, the group's interests have spanned from plastic modelling to
ice cream and beyond. In 2003, Kalady saw the establishment of its
first ice cream production machine, with a daily capacity of 600L. The
company now has four advanced facilities that generate more than 5
million litres per year. The company's partners include A.V Thomas,
K.M Joseph, E.V Joseph, Daisy Devassy, and Mini Varghese.In 2006,
Cousins Group opened a second ice cream manufacturing facility in
Calicut's Kinfra Food Processing Park to serve Northern Kerala. As
part of market expansion, the third facility in Trivandrum launched in
2010. Kannur's fourth plant, with a capacity of 8 million liters per
year, was inaugurated in 2010. In the year 2013, Meriiboy
established himself as a big personality in Kerala.The Kalady factory
received ISO 22000:2005 certification from BUREAU VERITAS. The
distribution network in Kerala, Tamil Nadu, and Karnataka includes
1200 dealers and 400 distributors. Owns retail outlets at Ernakulam's
Lulu and Oberon malls, Vega Land, Revenue Tower's Food Mall,
Calicut's RP Mall, and Kottayam's Bakker Junction. Meriiboy, located
in South India, is a significant producer of fresh ice cream. The brand
is well-known throughout Kerala, as well as in the expanding markets
of Tamil Nadu and Karnataka, for its distinct freshness and unrivalled
quality. From acquiring fresh raw materials to testing, production,
packaging, and the finished product, quality is a top priority. Every
Meriiboy product is of world-class quality thanks to cutting-edge
production technology and a strict cleaning strategy. In order to
achieve this, Tetra Pak Hoyer of Denmark got involved as consultants
and quality advisers.Meriiboy, based in South India, is one of the
most well-known fresh ice cream producers. The business venture,
which is part of the Cousins Group, was founded in 1990 by five
close-knit families. The brand is well-known throughout Kerala, as
well as in the fast-growing markets of Tamil Nadu and Karnataka, for
its unrivalled freshness and world-class quality. The brand's
consultant and quality adviser is Tetra Pak Hoyer of Denmark. The
company is constantly exploring new and unique flavors with novel
products such as ice creams in authentic fruit shells, fresh fruit ice
creams, and milk lollies.
• 2003 - Meriiboy makes his ice cream making debut. Establishes first
factory in Kalady, Ernakulam. One of the few producers who solely
makes fresh ice cream. There will be no frozen treats.
• 2006 - Construction of the second facility at Kinfra Food Processing
Park. The second facility opened at Kinfra Food Processing Park,
Calicut, to serve Northern Kerala. Kalady's production capacity is
doubled.
• 2010 - Trivandrum's Third Factory. Trivandrum's third plant has
been inaugurated.
• Kannur's fourth factory was inaugurated in 2012. Kannur's fourth
plant has been inaugurated. It has a production capacity of 8 million
liters per year. Natural coloring for all commercially produced
flavors.
• 2013 - BUREAU VERITAS awarded the Kalady plant ISO 22000:2005
certification. BUREAU VERITAS awarded ISO 22000: 2005 certificates
to the Kalady plant. In Kerala and Tamil Nadu, the distribution
network consists of 1,200 dealers and 400 distributors.
COMPANY LOGO

PRODUCTS OF THE COMPANY

Meriiboy produces and sells ice cream and milk lollipops in nearly 30
flavors. Bars, confetti, sundae, round tub, square tub, and paper
packs are all available in a number of pack sizes. Strawberry,
Alphonso Mango, Chikkoo, Chocolate, Pista, Black Current, Tender
Coconut, Coffee, Butter Scotch, Papaya, Orange, Vanilla, Kesar
Bedam Pista, Strawberry Vanilla, Gig & Honey, Kiwi, Peach,
Forestberry, Pineapple, Blueberry, Walnut Chery, Lychee, Jackfruit,
Kulfi, Lemon, Guava, and Spanish Delight are among the flavors
available from Meriiboy.
RAW MATERIALS
The raw materials used are:

• Milk
• Butter
• SMP Milk powder
• Sugar
• Fresh fruits.

BRANDING

Meriiboy aspires to be the first ice cream company in the country

that uses exclusively natural ingredients. From natural flavors to
natural color to natural/real fruits and pure milk, everything is
natural. The brand's "pristine purity" stems from its founders'
extensive understanding of the product and industry.Merriboy claims
to be a 100 percent natural brand and has dedicated itself to
manufacturing "natural" ice creams. That's a fantastic pitch for an
indulgence product category. Indulgence categories are governed by
the criterion of ‘Un-healthy.' Because youths and children are its
main users, there is always a sense of guilt associated with having
too much of the same or enabling children to have more.This is
where the brand's 'natural' promise comes into play. The whole
branding strategy focuses around the concept of 'natural,' which
includes natural flavor, color, taste, and actual ingredients. The
campaign emphasizes the drool factor, which creates desire, which is
essential in the indulgence category. Meriiboy carefully employs
Manju Warier, a well-known Malayalam actress noted for her natural
histrionics, to make the proposal more attractive.

Mercely’s: in February 2022 we came to know from the news, that

one of Meriiboy’s promoters Joseph Mercely Kadambukattil signs a
contract with Dulquer Salman to be the ambassador for his newly
launched brand, Mercely’s. The brand name is an adaptation of the
middle name of Mr Joseph. He set up a modern factory at
Dharmapuri, Tamil Nadu while retaining Merriboy’s factories at
Trivandrum and, Calicut.
Merricrem: in March 2022 we have the news that the other four
promoters of Merriboy roped in Fahad and his wife Nasiriya to be
brand ambassadors of their new brand Merricrem. They were set to
launch the production under Nutricreans Private Ltd, Okkal,
Ernakulam, in their newly commissioned factory at Aluva
Court bans Merricrem: By the middle of August 2022, we came
across the advertisement by the owners of Merriboy, that they have
stopped production in February 2022. The ad also stated that the
court had banned the distribution of Merricrem, which sounds
similar to Meriiboy.

Merricrem to Camerry: Merricrem changed its name to Camerry and

launched its campaign with a full cover page ad in Malayalam dailies
in the first week of November. Thus Merriboy at its own death has
given birth to two ice cream brands Mercely’s and Camerry.
UNDERSTANDING CUSTOMER PREFERENCE AND CUSTOMER
SATISFACTION
Competition in every sector force player to appraise their products,
services, features, items and other combinations to satisfy interests,
satisfaction, or preferences of customers. This requires a business to
break down its products, services, websites, or other concepts it
wishes to offer to the target customers. In most cases, businesses
struggle with challenges of deciding in situations when customers
have to select ideas, products or services over others. All customers
cannot have similar preferences for what you want to offer to them.
When you have two or more products, it is important to make your
customers identify a combination of key features and pricing that
would make high returns on your investments.While it is appropriate
to make some guesses on what customers are likely to prefer, you
might base your decisions on your own experience or subjective
insights. In such a case, you might deny your customers what they
prefer. Understanding preferences and behavior, gathering
intelligence from a variety of sources and most of all continuously
acting upon them is what increases revenue and loyalty. And, even
as a digital marketer, don’t just look at your data-driven marketing
dashboards or the buyer personas you have created. Take the Voice
of the Customer (VoC) into account and get quantitative and
qualitative output. Get out to talk with real customers. Engage in real
conversations, even giving your customers a call now and then,
sending them a mail or just asking them questions whenever you
meet them or have to chance to do so.Customer satisfaction is
defined as a measurement that determines how products or services
provided by a company meet customer expectations. Customer
satisfaction is one of the most important indicators of consumer
purchase intentions and loyalty.High-standard customer service can
win your clients’ hearts and make you recognizable within your
target group. Nowadays when social media play such an important
role in making decisions it’s crucial to keep an eye on the quality of
customer service you provide. If you don’t care about customers’
satisfaction, don’t expect them to care about your services or
products.