THE BHOPAL SCHOOL OF SOCIAL SCIENCES, BHOPAL

(AUTONOMOUS)
Accredited with A+ Grade by NAAC in 4th Cycle
Affiliated to Barkatullah University, Bhopal

Department of Commerce
SESSION: 2024-25
CCE-3
PRINCIPLES OF MANAGEMENT
Topic:-ANALYSIS OF MANAGERIAL FUNCTIONS APPLIED IN
‘NATURALS ‘ BHOPAL.

Submitted by:- Submitted to:-

Anishi Aditya Sharma Mr. Rajesh K. Shrivastava
23062026 Assistant Professor
B.Com (Economics) Department of Commerce
Section G BSSS College
Semester 3

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 ACKNOWLEDGMENTS

I would like to express my sincere gratitude to all those who contributed to the successful
completion of this assignment on the analysis of the management functions applied at Natural’s
Ice-cream Bhopal.
First and foremost, I am deeply thankful to Mr. Rajesh Shrivastava, whose guidance and
support have been invaluable throughout the course of this study. Their encouragement and
constructive feedback helped shape the direction of this analysis.
I am also grateful to the management and staff of Natural’s Ice-cream Bhopal for their
cooperation and willingness to share insights about their management practices, which were
crucial to this research.
Lastly, I would like to thank my family and friends for their support and encouragement, which
motivated me to complete this assignment to the best of my ability.

Thank you all.

Anishi Aditya Sharma

B.com (Economics)

Semester 3 rd

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S.no Titles Page No.

1 Introduction 4-8

2 Management concept and funtions 8-12

3 Principles of management 12-15

4 Objectives of the study 15-16

5 Data collection 17

6 Limitations of the study 18-19

7 Managerial functions applied 20-21

8 Conclusion 22

9 References 22

10 Appendix 23

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ANALYSIS OF MANAGERIAL FUNCTIONS APPLIED IN NATURALS
ICE CREAM BHOPAL

INTRODUCTION:-
Naturals Ice Cream, a renowned Indian ice cream brand, made its mark in Bhopal by
bringing its unique, fruit-based flavors to the city. Known for its use of fresh, natural
ingredients, Naturals offers a refreshing alternative to artificial-flavored ice creams. The
brand's commitment to quality and authenticity has made it a favorite among ice cream
lovers in Bhopal.
With a wide range of flavors inspired by seasonal fruits like mango, sitaphal, and tender
coconut, Naturals Ice Cream Bhopal caters to the diverse tastes of its customers. The
brand focuses on providing a delightful experience by using only natural ingredients,
ensuring that every scoop reflects the true essence of the fruit.
Since its introduction in Bhopal, Naturals has quickly gained popularity for its consistent
quality and innovative offerings. Its commitment to natural ingredients and exceptional
flavors has solidified its reputation as a go-to destination for ice cream enthusiasts in
the city.

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HISTORY:-

Naturals Ice Cream's journey began in 1984 when the Kamath family opened their first
store in Mumbai, India. Founded with a vision to offer ice cream made from the freshest,
natural ingredients, the brand aimed to distinguish itself from competitors by avoiding
artificial flavors, colors, and preservatives. The initial store, though modest, laid the
foundation for what would become a popular and beloved ice cream brand.

In the late 1980s and 1990s, Naturals faced the typical challenges of a growing business,
including building a loyal customer base and refining their product offerings. Despite
these hurdles, the brand’s dedication to natural ingredients and fresh flavors began to
resonate with consumers. This focus on quality helped Naturals carve out a niche in the
competitive ice cream market.

The 2000s marked a period of significant expansion for Naturals. The brand, having
established a strong reputation in Mumbai, began opening new outlets in other Indian
cities. This growth was fueled by positive word-of-mouth and a growing demand for
their premium ice cream. The brand’s commitment to maintaining high standards of
quality played a crucial role in its success during this period.

By the 2010s, Naturals had embraced a franchise model, allowing for rapid expansion
across India. This approach helped the brand reach a broader audience and establish a
strong presence in major cities nationwide. Additionally, Naturals began exploring
international markets, aiming to introduce their unique flavors to a global audience and
further expand their brand’s reach.

In recent years, Naturals has continued to innovate by introducing new flavors and
concepts, staying ahead of market trends. The brand has also made strides toward
sustainability, focusing on reducing its environmental impact and improving operational
practices. Today, Naturals Ice Cream is a well-established name in the Indian ice cream
industry, renowned for its commitment to quality and its distinctive, natural flavors.
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Natural’s Ice-cream Bhopal:-
Naturals Ice Cream in Bhopal, particularly the MP Nagar outlet, is a popular spot for ice
cream lovers, celebrated for its natural ingredients and unique flavors. Known for using
fresh fruits, milk, and sugar, their ice creams avoid artificial flavors and preservatives,
ensuring a wholesome and flavorful experience. Popular flavors include sitaphal
(custard apple), tender coconut, mango, and jackfruit, which highlight their focus on
natural and seasonal ingredients.

The ambiance of the Bhopal outlets is welcoming, making it a favorite hangout spot for
families and friends. The brand also engages its customers with creative activities, such
as the "Make Your Own Cup" contest for children, which adds to its family-friendly
charm. Prices are reasonable, and the quality is highly rated by customers.

Naturals Ice Cream in Bhopal is located at Hansa Complex, 190, Service Road,
ZoneI, Maharana Pratap Nagar, Bhopal, Madhya Pradesh 462011.

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Some Products:

SOME FACTS:-

Naturals Ice Cream is a popular Indian ice cream brand known for its natural ingredients
and unique flavors. Here are some key facts about the business:

1. Founding: Naturals Ice Cream was founded in 1984 by the Kamath family,
starting with a small store in Mumbai, India.

2. Business Model: The brand focuses on using natural ingredients, avoiding

artificial flavors, colors, and preservatives. This commitment to quality helps
differentiate Naturals from other ice cream brands.

3. Product Range: Naturals offers a wide range of flavors, including traditional

ones like vanilla and chocolate, as well as unique flavors such as tender coconut,
sitaphal (custard apple), and mango.

4. Expansion: The brand has expanded significantly over the years, with numerous
outlets across India and a presence in some international markets. They operate
a mix of company-owned stores and franchises.

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 5. Innovation: Naturals has been known for its innovative approach, such as
offering seasonal flavors and introducing new concepts in the ice cream industry.

6. Customer Experience: The brand emphasizes a customer-centric approach,

with a focus on providing a high-quality and enjoyable experience through their
products and service.
7. Sustainability: Naturals has also made efforts toward sustainability, including
initiatives to reduce waste and improve the environmental impact of their
operations.

8. Brand Recognition: Naturals is well-recognized and respected in the Indian

market, known for its premium quality and commitment to natural ingredients.

MANAGEMENT:-

Management is the process of planning, organizing, leading, and controlling

resources—such as people, finances, and materials—to achieve organizational goals
efficiently and effectively. It involves coordinating various activities to ensure that an
organization operates smoothly and meets its objectives.
Management's universality stems from its critical role in ensuring the coordinated
functioning of all organizational components. Every organization, regardless of size,
sector, or purpose, requires management for effective decision-making, resource
procurement, task coordination, leadership, and performance evaluation. This ensures
alignment toward common objectives. Here's an analysis of key aspects of management:
The Core of Management

1. Process Orientation: Management is a systematic process comprising

sequential and interconnected activities:
o Planning: Setting objectives and determining methods to achieve them.
o Organizing: Allocating resources and assigning tasks. o Staffing:
Recruiting and training the workforce. o Directing: Leading and
motivating employees. o Controlling: Monitoring progress and making
adjustments to stay on track.

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 2. Effectiveness: This dimension emphasizes achieving the right results. It
involves: o Identifying and meeting goals within specified timelines. o Ensuring
that activities align with organizational objectives, thereby delivering value.

3. Efficiency: Efficiency focuses on optimizing resource utilization. It includes:

o Minimizing costs and maximizing output. o Balancing inputs like money,
materials, equipment, and labor against outputs. o Striving for high
productivity and profitability by reducing wastage and streamlining
processes.

Definitions of Management:- • Harold

Koontz and Cyril O'Donnell:

Management is defined as "the art of getting things done through and with people
in formally organized groups." This emphasizes the coordination of human
efforts to achieve organizational goals effectively and efficiently.

• Peter Drucker:
Management is described as "a multipurpose organ that manages a business and
manages managers and workers." Drucker highlights the multidimensional role
of management in directing organizational resources and personnel to achieve
objectives.

• Henri Fayol:
According to Fayol, "To manage is to forecast and plan, to organize, to
command, to coordinate and to control." This definition lays out the classical
management functions still used as a framework today.

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FUNCTIONS OF MANAGEMENT:-

1. Planning:
This is the foundational function, focusing on setting goals and deciding the best
strategies to achieve them.

Key activities: Goal setting, strategy development, forecasting, and resource allocation.

2. Organizing:

Organizing ensures a systematic structure for resources and activities.

Key activities: Designing structures, defining roles, assigning responsibilities, and
coordinating tasks.

3. Staffing:

This involves acquiring, developing, and retaining the workforce.

Key activities: Recruitment, training, onboarding, workforce planning, and employee
engagement.

4. Leading (Directing):

Leading motivates and guides employees toward organizational objectives.

Key activities: Leadership, motivation, communication, conflict resolution, and
maintaining morale.

5. Controlling:

This monitors and evaluates progress to ensure that objectives are met effectively.

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Key activities: Setting standards, performance measurement, corrective actions, and
quality control.

6. Coordinating:

Coordinating integrates and harmonizes activities across departments.

Key activities: Aligning goals, facilitating collaboration, and managing
interdependencies.

7. Reporting:

Reporting keeps stakeholders informed about performance and progress.

Key activities: Data analysis, report generation, feedback provision, and maintaining
records.

8. Budgeting:
This ensures optimal use of financial resources through detailed planning and
monitoring.
Key activities: Budget preparation, resource allocation, financial monitoring, and
adjustments.

These functions ensure that organizational goals are met with efficiency, effectiveness,
and adaptability. Each plays a distinct but interrelated role in the holistic management
process.

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PRINCIPLES OF MANAGEMENT:-

HENRI FAYOL’S 14 PRINCIPLES OF MANAGEMENT:

Henri Fayol, a pioneering management theorist, developed a set of principles that are
fundamental to the practice of management. His principles of management, formulated
in the early 20th century, have had a lasting impact on management theory and practice.
Here’s an overview of Fayol's 14 principles of management:

• Division of Work
Specializing tasks and roles helps improve efficiency and productivity. By dividing
work into specific tasks, employees become more skilled and efficient in their roles.

• Authority and Responsibility

Authority is the right to give orders and expect obedience, while responsibility is the
obligation to perform tasks. Fayol emphasized that authority and responsibility should
go hand in hand, and managers should be accountable for their actions.

• Discipline
Discipline involves adhering to organizational rules and procedures. Fayol believed that
maintaining discipline through fair and consistent enforcement of rules is crucial for
organizational success.

• Unity of Command

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Each employee should receive orders from only one superior to avoid confusion and
conflicts. This principle ensures clear lines of authority and helps in maintaining order
within the organization.

• Unity of Direction
Activities within an organization should be aligned towards a common objective or goal.
Fayol stressed the importance of having a unified direction to ensure that all efforts
contribute towards the same goals.

• Subordination of Individual Interests to General Interests

The interests of the organization should take precedence over individual interests.
Employees are expected to put the organization’s goals above their personal interests to
achieve overall success.

• Remuneration
Fair and adequate compensation is essential for motivating employees and ensuring their
satisfaction. Fayol highlighted the importance of providing equitable and competitive
wages to employees.

• Centralization
The degree of centralization or decentralization of decision-making authority should be
balanced according to the needs of the organization. Fayol believed that decisionmaking
authority should be appropriately distributed between top management and lower levels.

• Scalar Chain
A clear line of authority should be established from the top management to the lowest
levels of the organization. The scalar chain represents the chain of command and ensures
proper communication and coordination.

• Order
Fayol advocated for a systematic arrangement of resources and tasks. Proper order
involves organizing both physical and human resources in a structured manner to ensure
efficiency and effectiveness.
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 • Equity
Managers should treat all employees with fairness and justice. Fayol emphasized the
need for equity in management practices to maintain employee morale and trust.

• Stability of Tenure
Job security and long-term employment contribute to organizational stability and
employee loyalty. Fayol believed that stability in employment helps in maintaining a
committed and experienced workforce.

• Initiative
Encouraging employees to take initiative and contribute ideas fosters innovation and
improvement. Fayol supported the idea of empowering employees to make decisions
and act proactively.

• Esprit de Corps
Fostering a sense of unity and teamwork among employees enhances morale and
cooperation. Fayol stressed the importance of building team spirit and promoting a
positive work environment.

TAYLOR’S PRINCIPLES OF SCIENTIFIC MANAGEMENT:

Frederick W. Taylor, known as the father of scientific management, developed a set of
principles aimed at improving organizational efficiency through systematic and
scientific approaches. Taylor’s principles of management, formulated in the early 20th
century, focus on optimizing work processes and increasing productivity. Here’s an
overview of Taylor’s key principles:

1. Science, not the Rule of Thumb-

This rule focuses on increasing the efficiency of an organisation through scientific
analysis of work and not with the ‘Rule of Thumb’ method. Taylor believed that even a
small activity like loading paper sheets into boxcars can be planned scientifically. This
will save time and also human energy. This decision should be based on scientific

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analysis and cause and effect relationships rather than ‘Rule of Thumb’ where the
decision is taken according to the manager’s personal judgement.

2. Harmony, Not Discord-

Taylor indicated and believed that the relationship between the workers and
management should be cordial and completely harmonious. Difference between the two
will never be beneficial to either side. Management and workers should acknowledge
and understand each other’s importance. Taylor also suggested the mental revolution for
both management and workers to achieve total harmony.

3. Mental Revolution-
This technique involves a shift of attitude of management and workers towards each
other. Both should understand the value of each other and work with full participation
and cooperation. The aim of both should be to improve and boost the profits of the
organisation. Mental Revolution demands a complete change in the outlook of both the
workers and management; both should have a sense of togetherness.
4. Cooperation, not Individualism-
It is similar to ‘Harmony, not discord’ and believes in mutual collaboration between
workers and the management. Managers and workers should have mutual cooperation
and confidence and a sense of goodwill. The main purpose is to substitute internal
competition with cooperation.

OBJECTIVES OF THE STUDY:-

The primary objective of this project is to explore and understand the management
functions within Naturals Ice Cream, Bhopal, by conducting an interview with its
management team. This project aims to:

• Analyze Core Management Functions:

Identify and evaluate how Naturals Ice Cream implements the key management
functions—planning, organizing, staffing, directing, and controlling—to
maintain its operational success and brand reputation.

• Examine Decision-Making Strategies:

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 Explore the decision-making processes employed by the management team, such
as introducing new flavors, expanding customer reach, and maintaining product
quality, to align with their organizational goals.

• Understand Operational Challenges and Opportunities:

Investigate the specific challenges faced by Naturals Ice Cream, such as sourcing
fresh ingredients, maintaining quality standards, or responding to competition,
and the strategies used to capitalize on market opportunities.

• Evaluate Alignment with Industry Standards: Assess how Naturals Ice

Cream’s management practices align with industry standards in the food and
beverage sector, particularly in areas like customer service, innovation, and
sustainability.

• Gain Insights into Day-to-Day Operations:

Study the role of management in resource allocation, such as the procurement of
fresh fruits, staffing policies, customer engagement, and ensuring operational
efficiency to meet daily demands.

• Assess Contribution to Organizational Success:

Evaluate the impact of effective management on Naturals Ice Cream's ability to
deliver exceptional service, maintain profitability, and expand its customer base.

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DATA COLLECTION METHOD:-

For this project, I utilized both primary and secondary data collection methods to gather
detailed insights into the management functions at Naturals Ice Cream, Bhopal.

1. Primary Data Collection:

To gain firsthand information, I visited the outlet:

Conducted on-site observations to understand day-to-day operations, customer
interactions, and staff coordination.
Interacted with the management team: Interviewed the store manager and key staff
members to explore their roles, responsibilities, and the application of management
principles such as planning, organizing, staffing, directing, and controlling.
Engaged with employees: Collected insights into their experiences, challenges, and
contributions to the outlet’s success.
Customer interaction: Observed customer behavior and feedback to understand how the
management addresses service quality and customer satisfaction.

2. Secondary Data Collection:

To supplement the primary data, I referred to:

Online resources: Researched information about Naturals Ice Cream, including its
history, brand philosophy, and industry standing, using credible sources like the official
website and reviews on platforms such as Zomato and Swiggy.
Textbooks and management literature: Reviewed theoretical concepts of management
to compare and contrast with the practical observations from Naturals Ice Cream.
Industry reports and articles: Analyzed data on the ice cream industry, focusing on
consumer trends, market challenges, and operational best practices relevant to Naturals
Ice Cream.

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LIMITATIONS OF NATURALS ICE-CREAM, BHOPAL:-
• High Operating Costs:-
Fresh ingredients like fruits, milk, and cream are essential for producing
highquality ice cream, but they can contribute to high operational costs.
Maintenance of cold storage and refrigeration equipment also adds to expenses,
making it essential to manage costs effectively.

• Intense Competition:-
The ice cream market in Bhopal is competitive, with several local outlets and
large chains vying for consumer attention. This makes it difficult for Naturals
Ice Cream to differentiate itself, especially in terms of pricing and offerings,
while maintaining quality.

• Seasonal Demand Fluctuations:-

Ice cream consumption is seasonal, with demand being significantly higher
during summer. In contrast, winter or rainy seasons see a drop in sales. This
variability can lead to periods of underutilized resources and staff, impacting
overall revenue.

• Service Delays:-
During peak times, Naturals Ice Cream may experience delays in service due to
high demand and limited staffing. This can lead to customer dissatisfaction and
impact sales, especially if customers are waiting long periods for service during
busy hours.

• Perishable Products:-
Ice cream, like baked goods, is perishable. Proper storage and inventory
management are critical to minimize wastage. Overproduction or incorrect stock
forecasting can lead to unsold products, contributing to financial losses.

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• Limited Operating Hours:- Naturals Ice Cream’s operating hours could be
limiting in terms of attracting customers during evenings or late-night hours
when people are more likely to visit ice cream parlors. Extending working
hours could help maximize sales, especially during weekends and festive
seasons.

• Potential for Wastage:-

Due to the perishable nature of ice cream and the need to maintain the highest
standards of quality, there is always a risk of wastage, especially when demand
is low or supply exceeds actual sales. This could affect profitability, particularly
when new flavors are introduced.

• Outdated Decor and Ambience:-

While Naturals Ice Cream is known for its quality products, the store decor and
seating arrangements may not appeal to the younger demographic or encourage
long visits. Updating the decor and ensuring more comfortable seating could
improve the overall customer experience and increase footfall.

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MANAGERIAL FUNCTIONS APPLIED IN NATURALS ICE CREAM:
At Naturals Ice Cream, management functions are applied to ensure smooth operations
and high-quality service. Here’s how the key management functions—planning,
organizing, leading, and controlling—are typically applied in such a business:

1. Planning
• Strategic Planning: Setting long-term goals and strategies for growth, such as
expanding to new locations or introducing new products. This includes market
research to understand customer preferences and trends.
• Operational Planning: Developing detailed plans for daily operations, including
staff scheduling, inventory management, and marketing campaigns. This
involves setting short-term objectives and determining the resources needed to
achieve them.
• Contingency Planning: Preparing for potential challenges such as supply chain
disruptions or changes in customer demand. This includes creating backup plans
and alternative strategies to handle unexpected situations.

2. Organizing
• Structuring: Defining roles and responsibilities within the outlet. This includes
establishing a clear hierarchy and ensuring that each team member understands
their duties, from the Outlet Manager to the service staff.
• Resource Allocation: Distributing resources effectively, including manpower,
equipment, and inventory. This involves ensuring that the right amount of
resources is available at the right time to meet operational needs.
• System Implementation: Setting up systems and processes for daily operations,
such as inventory tracking, point-of-sale (POS) systems, and customer feedback
mechanisms.

3. Leading
• Team Leadership: Motivating and guiding employees to achieve their best
performance. This includes providing clear direction, fostering a positive work
environment, and encouraging teamwork and collaboration.

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 • Communication: Maintaining open lines of communication between
management and staff. This involves regular meetings, feedback sessions, and
addressing any concerns or issues that arise.
• Training and Development: Providing ongoing training and development
opportunities for employees to enhance their skills and improve service quality.
This includes onboarding new staff and offering refresher courses.

4. Controlling
• Performance Monitoring: Tracking the performance of employees and the outlet
as a whole. This includes measuring key performance indicators (KPIs) such as
sales figures, customer satisfaction, and inventory turnover.
• Quality Control: Ensuring that the products and services meet the company’s
quality standards. This involves regular checks and maintaining consistency in
product preparation and customer service.
• Financial Control: Managing the budget, monitoring expenses, and analyzing
financial performance. This includes handling cash flow, managing costs, and
ensuring profitability.
By effectively applying these management functions, Naturals Ice Cream can ensure
smooth operations, maintain high standards of quality, and achieve its business
objectives.

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CONCLUSION:-
In conclusion, the effective application of management principles and functions is
crucial to the success and growth of Naturals Ice Cream. By adhering to the core
principles of management, such as planning, organizing, leading, and controlling,
Naturals Ice Cream ensures efficient operations, high-quality products, and excellent
customer service.
Planning allows the company to set clear objectives, develop strategies, and prepare for
potential challenges. Organizing helps in structuring resources and responsibilities
efficiently, ensuring smooth day-to-day operations. Leading involves motivating and
guiding employees to perform their best, fostering a positive work environment, and
ensuring effective communication. Controlling ensures that performance is monitored,
quality is maintained, and financial resources are managed effectively.
These management functions, when applied effectively, support the company's
commitment to delivering natural, high-quality ice cream and maintaining a strong
presence in the competitive market. By continuously refining these practices, Naturals
Ice Cream can achieve its goals, meet customer expectations, and sustain its growth and
success in the industry.

REFERENCES:-
1. www.wikipedia.com
2. https://naturalicecreams.in/our-legacy/
3. Business Studies for class 12th by Sandeep Garg
4. https://unacademy.com/content/cbse-class-
12/studymaterial/entrepreneurship/taylors-scientific-
managementprinciples-andtechniques/
5. Principles of Management for 3rd semester, Sahitya Bhawan
Publications.

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APPENDIX:-
Questionnaire:

1. What is your overall experience with Naturals Ice Cream, Bhopal, and what
keeps you coming back?
2. How would you rate the quality of ice cream at Naturals Ice Cream compared
to other ice cream brands you’ve tried? 3. What is your favorite flavor at
Naturals Ice Cream, and why?
4. How important is the use of fresh ingredients in your decision to purchase from
Naturals Ice Cream?
5. How satisfied are you with the variety of flavors offered by Naturals Ice Cream?
6. How would you describe the customer service at Naturals Ice Cream, Bhopal?
7. What improvements, if any, would you suggest for the customer service
experience at the outlet?
8. How would you rate the cleanliness and ambiance of the store? Is there anything
that could be improved in this area?
9. How do you usually hear about new flavors or promotions at Naturals Ice
Cream?
10. Have you experienced any delays in service at Naturals Ice Cream, and how was
the situation handled?
11. How often do you visit Naturals Ice Cream, and what factors influence your
decision to visit or not visit?
12. How well does Naturals Ice Cream handle peak hours or busy seasons, such as
summer?
13. Do you think the pricing of Naturals Ice Cream is competitive compared to other
ice cream outlets in Bhopal? Why or why not?
14. What do you think about the packaging of Naturals Ice Cream? Would you
suggest any improvements?
15. What changes or new offerings would you like to see at Naturals Ice Cream in
the future?`

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PPT:-

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