ice cream final - pinky

8/13/2019 Ice Cream Final - Pinky

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A

PROJECT REPORT ONMARKETING STRATEGIES OF

TOP FIVE BRANDS OF

PRINTERfor the Partial fulfillment the Degree ofMASTER OF BUSINESS ADMINISTRATION

FROM DEPARTMENT OF BUSINESS

MANAGEMENT

SESSION -2!"-!#

UNDER GUIDAN$E SUBMITTED B%

MRS& NE'A (AUS'I(I%A RA'U) SUR%A*ANS'I

MBA IST SEM& RO)) NO&


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PREFACE

Marketing should not be looked upon in a vacuum or in

isolation. It is an essence taking a vie o! MARKETINGSTRATEGIES OF TOP FIVE BRANDS OF ICE CREAM.the hole business

organi"ation and its ultimate ob#ective concern !or marketing

must penetrate all areas o! the enterprise. Market surve$ in

toda$%s competitive orld is a must !or ever$ organi"ation.

This pro#ect is a stud$ o!. The rational behind this

particular stud$ is to !ind out the present market scenario o!

various brands & to !ind out the corporate need and

perception. It as a pleasurable e'perience to conduct a

research on behal! o! TOP FIVE BRANDS OF ICE CREAM .pertaining

to the stud$ o! the Ice Cream (ector.

Conclusion and there b$ recommendation has beenarrived at b$ proper and #usti!ied interpretation o! the result

derived !rom the above said anal$tical tools and techni)ues.


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AC*N+,-E/EMENT

Preparing a projec o! "i# na$re i# an ar%$o$# a#& an% I 'a# !or$nae

eno$g" o ge #$ppor !ro( a )arge n$(*er o per#on#. I 'i#" o e+pre## (, %eep

#en#e o! grai$%e o a)) "o#e '"o genero$#), "e)pe% in #$cce##!$) co(p)eion o!

"i# repor *, #"aring "eir in-a)$a*)e i(e an% &no')e%ge.

I i# (, pro$% an% pre-i)e%ge o e+pre## (, %eep regar%# o Re#pece%

/ea% o! Depar(en Dr.Pra(e#" Ga$a( Depar(en o! B$#ine##

Manage(en S'a(i Vi-e&anan% 0ni-er#i, Sagar !or a))o'ing (e o $n%era&e

"i# projec.

I !ee) e+re(e), e+"i)arae% o "a-e co(p)ee% "i# projec $n%er "e a*)e

an% in#piring g$i%ance o! Mi## Tanpree Pann$ /e ren%ere% (e a)) po##i*)e "e)p

(e g$i%ance '"i)e re-ie'ing "e (an$#crip in !ina)i#ing "e repor.

I a)#o e+en% (, %eep regar%# o (, eac"er# !a(i), (e(*er# !rien%# an%

a)) "o#e '"o#e enco$rage(en "a# in!$#e% co$rage in (e o co(p)ee o 'or&

#$cce##!$)),.

PINKY ANAND

MBA ISTSEM.


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E-C-ARATI+N 01 T2E CANIATE

Dae 1

I %ec)are "a "e projec repor i)e% 2 TOP FIVE BRANDS OF ICE

CREAM 2 on Mar&e Seg(enaion i# na, o'n 'or& con%$ce% $n%er "e

#$per-i#ion o! MISS TANPREET PANN0 Depar(en o! B$#ine##

Manage(en S'a(i Vi-e&anan% 0ni-er#i, Sagar 3M.P.4 To "e *e# o! (,

&no')e%ge "e repor %oe# no conain an, 'or& '"ic" "a# *een #$*(ie%

!or "e a'ar% o! an, %egree an,'"ere.

(PINKY ANAND )

MBA IST SEM.


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CERTIFICATE

T"e projec repor i)e% 2 MARKETING STRATEGIES OF

TOP FIVE BRANDS OF ICE CREAM 2 *een prepare% *, PINKY

ANAND MBA IST SEM. $n%er "e g$i%ance an% #$per-i#ion o! MISS

TANPREET PANN0 !or "e paria) !$)!i))(en o! "e Degree o! M.B.A.

Signature ! t"e Signature ! t"e Signature ! t"e

Su#er$i%r &ea' ! t"e

De#artent

Eainer


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$ONTENTS

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT

AN INSIGHTOF COMPANY HISTORY

MISSION AND VISION

STANDING POSITION OF COMPANY

BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGYCHAPTER IV MARKET ANALYSIS

OVERVIEW

BRANDS

CHAPTER V CONSUMER GROUPS

CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX

PRODUCT RANGECHAPTER VII MARKETING STRATEGY

PRICING

POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATION

CHAPTER X LIMITATIONCHAPTER XI CONCLUSION & SUGGESTION

BIBLIOGRAPHY

QUESTIONNAIRE


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INTRODU$TION

The o!"!#$ o% !e e'( '# )e *'e+ )', *o '* -e'$* *he .*h e#*/0 B1C1 E'-0

e%ee#e$ !#-/+e *he Ro('# e(2eo Neo 3A1D1 456789 :ho o+ee+ !e *o )e

)o/"h* %o( *he (o/#*'!#$ '#+ o()!#e+ :!*h %/!* *o22!#"$; '#+ K!#" T'#"

3A1D1 7e+ !* !#


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2h'$e !e+ e'( *h'* :'$ $!(!-' *o !e+ *e'1 The #'(e :'$ -'*e '))e>!'*e+

*o !e e'( *he #'(e :e ,#o: *o+'01

Metho+, an+ Tehnolog.

Whoe>e !#>e#*e+ *he (e*ho+ o% /$!#" !e (!e+ :!*h $'-* *o -o:e '#+ o#*o- *he

*e(2e'*/e o% !e e'( !#"e+!e#*$ +/!#" !*$ (',!#" 2o>!+e+ ' ('o

)e',*ho/"h !# !e e'( *eh#o-o"01 A-$o !(2o*'#* :'$ *he !#>e#*!o# o% *he

:oo+e# )/,e* %ee@e :!*h o*'0 2'++-e$ !(2o>e+ !e e'($ ('#/%'*/e1

A/"/$*/$ J',$o#; ' o#%e*!o#e %o( Ph!-'+e-2h!'; e'*e+ #e: e!2e$ %o

(',!#" !e e'( !#


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Ao/#+ e-o2e+ '#+ I#+!' !$ :e-- '#,e+ !# *he :o-+1

Ie e'( !#+/$*0 h'$ )o/"h* ('"#!%!e#* h'#"e !# *he /'- eo#o(01 I*

2o>!+e$ e(2-o0(e#* *o *he ('"!#'- %'(e$1

I* h'$ '# !(2o*'#* o-e !# e(2-o0(e#* "e#e'*!o# '#+ e+/!#" *he

(!"'*!o# o% >!--'"e$ *o:'+$ *he *o:# '#+ !*!e$ %o -!>e hoo+1

To+'0 *he o(2e*!*!o# !# !e6e'( o% 2-'0e$ -!,e '(/-; K:'-!*0 :'--$ ;

V'+!-'- e*1 '$ !e e'( h'$ )ee# ' e"/-' e+!)-e !*e( *he o#$/(2*!o# o% !e

e'( !$ (oe1


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'ISTOR% AND BA$(GROUND OF I$E $REAM

S('-- Be"!##!#"; B!" V!$!o#; Ge'* A()!*!o#$1 Ie Ce'( )e"'# !*$ )'#+e+ -!%e

!# !+e+ I#+!'1 B0 e')-e '$$e*$1 Se'h!#" %o ' #e: */%; he

*!e+ o/* Deh' D/# '#+ I#+oe; '#+ %!#'--0; $e**-e+ +o:# !# Ah(e+')'+1

No; !* :'$ #o* ' '$e o% B'#+ Re-o'*!o#; o '#0*h!#" e-$e '$ %'#!%/-1 He h'+ *o

$*'* *he >e#*/e %o( $'*h '"'!#1 I# %'*; he h'+ *o )e"!# %o( ' h'#+6'* '* *he

Ah(e+')'+ R'!-:'0 S*'*!o#; h/#!#" o/* *he Ie Ce'( ('#/'--01

He '--e+ *h!$ %-e+"-!#" )'#+ 6 ' #eo-o"!$( %o H'>e Moe 6 :h!h (e'#* *he

/$*o(e "o* (oe >'-/e %o (o#e0; '#+ (oe *'$*e *o e-!$h %o( h!$ Ie Ce'($1

Peh'2$ he +!+#* ,#o: !* *he#; )/* he h'+ -'!+ *he %o/#+'*!o# %o o#e o% We$*e#

I#+!'$ (o$* e#+/!#" (',e* -e"e#+$1

A#+ "oo+ /'-!*0; -!,e "oo+ h''*e; :!#$ o>e *he $!*/'*!o# $oo#e o -'*e1

To+'0; Ie Ce'( !$ ' +e-!!o/$ %'e* o% We$*e# I#+!'$ +'!-0 -!%e '#+ 2'* o% !*$

(',e* -oe1 I* e'he$ h/#+e+$ o% *ho/$'#+$ o% o#$/(e$ *ho/"h ? ('!#

o/*-e*$ '#+


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M1P'+ee2 Cho#' $e* o%% ' $e!e$ o% Ch'#"e$ '* 6 !# *eh#o-o"0; !# /'-!*0 &

h0"!e#e $*'#+'+$; !# ('#'"e(e#*; !# HRD '#+ !# *he o>e'-- o2o'*e

e#>!o#(e#*1 Th!$ e6e#"!#ee!#" :'$ o(2-e(e#*e+ )0 '2'!*0 e2'#$!o#$ '#+ '

%-/0 o% 2o(o*!o#'- '*!>!*!e$; *o ('!#*'!# *he o(2'#0$ (',e* 2e$e#e !#*'*

!# o(2e*!*!>e *!(e$111

So(e*!(e )',; A#,!* Cho#'; M1P'+ee2 Cho#'$ $o# '-$o o!#e+ *he

)/$!#e$$ '%*e o(2-e*!#" h!$ "'+/'*!o# %o( *he U#!*e+ S*'*e$1 He h'$ )ee# '

+!>!#" %oe !# e2'#+!#" *he Re$*'/'#* +!>!$!o# '$ :e-- '$ 2o2/-'!@!#" *he

Co(2'#0 o:#e+ Ie Ce'( & F'$* Foo+ 2' -o/$ ,#o:# '$ HAV FUNN1 He h'$

)o/"h* ' -o* o% !##o>'*!o# '#+ $*'#+'+!@'*!o# !# *he )/$!#e$$1


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OB/E$TI*ES OF STUD%

E>e0 $*/+0 !$ )e!#" o#+/*e+ :!*h ' 2/2o$e !# !*1 The $*/+0 o% (',e* o% ICE6

CREAM !$ '!e+ o/* *o 'h!e>e *he o)e*!>e$ -!$*e+ )e-o:1

?


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RESEARCH DESIGN

A e$e'h +e$!"# !$ ' %'(e:o, o )-/e2!#* %o o#+/*!#" *he (',e*!#"

e$e'h 2oe*1 I* $2e!%!e$ *he +e*'!-$ o% *he 2oe+/e$ #ee$$'0 %o o)*'!#!#"

*he !#%o('*!o# #ee+e+ *o $*/*/e '#+o $o->e (',e*!#" e$e'h 2o)-e(1

O# *he )'$!$ o% %/#+'(e#*'- o)e*!>e$ o% *he e$e'h :e '# -'$$!%0 e$e'h

+e$!"# !#*o *:o "e#e'- *02e$

!5 E6P)ORATOR% RESEAR$'

25 $ON$)USI*E RESEAR$'

E2-o'*o0 e$e'h !$ o#e *02e o% e$e'h +e$!"#; :h!h h'$ !*$

2!('0 o)e*!>e *he 2o>!$!o# o% !#$!"h*$ !#*o; '#+ o(2ehe#$!o# o%; *he

2o)-e( $!*/'*!o# o#%o#*!#" *he e$e'he1

Co#-/$!>e e$e'h !$ +e$!"#e+ *o '$$!$* *he +e!$!o# (',e !#

+e*e(!#!#" e>'-/'*!#" '#+ $e-e*!#" *he )e$* o/$e o% '*!o# *o *',e !# ' "!>e#

$!*/'*!o#1

Co#-/$!>e e$e'h '# )e %/*he +!>!+e+ !#*o *:o *02e$6

De,ri4ti7e

E84erimental

The e$e'h +e$!"# /$e+ !# *h!$ 2oe* !$ ' DESCRIPTIVE DESIGN1

De$!2*!>e $*/+0 '$ *he #'(e !(2-!e$ !$ +e$!"#e+ *o +e$!)e $o(e*h!#"6%o

e'(2-e *he h''*e!$*!$ o% /$e$ o% ' "!>e# 2o+/*; *he +e"ee *o :h!h *he

2o+/* /$e *he >'!e$ :!*h !#o(e; '"e; e*1


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SAMP)ING TE$'NI9UE USED:

Thi, re,earh ha, u,e+ on7eniene ,am4ling tehni;ue&

e#!e#e $'(2-!#" tehni;ue: Co#>e#!e#e $'(2-!#" i, u,e+ in

e84lorator. re,earh 3here the re,earher i, intere,te+ in getting an

ine84en,i7e a44ro8imation of the truth& A, the name im4lie, the ,am4le i,

,elete+


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MAR(ETING ANA)%SIS

Market Share of

Ice Cream Industry

Kwality Walls

37%

Amul

13%

MTR

11%

Vadilal 8%

Ben and

Jerry

6%

Arun 6%

Others 1%


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$ONSUMER BE'A*IOUR

A-- (',e*!#" $*'*$ :!*h *he o#$/(e1 So o#$/(e !$ ' >e0 !(2o*'#* 2e$o# *o' (',e*e1 Co#$/(e +e!+e$ :h'* *o 2/h'$e; %o :ho( *o 2/h'$e; :h0 *o

2/h'$e; %o( :hee *o 2/h'$e; '#+ ho: (/h *o 2/h'$e1 I# o+e *o )eo(e

' $/e$$%/- (',e*e; he (/$* ,#o: *he -!,!#" o +!$-!,!#" o% *he /$*o(e$1 He

(/$* '-$o ,#o: *he *!(e '#+ *he /'#*!*0 o% "oo+$ '#+ $e>!e$; ' o#$/(e ('0

2/h'$e; $o *h'* he ('0 $*oe *he "oo+$ o 2o>!+e *he $e>!e$ 'o+!#" *o *he

-!,!#"$ o% *he o#$/(e$1 Go#e 'e *he +'0$ :he# *he o#e2* o% (',e* :'$ -e*

*he )/0e$ )e:'e o :he# *he (',e* :'$ ('!#-0 *he $e--e$ (',e*1 No: *he

:ho-e o#e2* o% o#$/(e$ $o>ee!"#*0 2e>'!-$1 The ('#/%'*/e$ 2o+/e '#+

*he $e--e$ $e-- :h'*e>e *he o#$/(e -!,e$1 I# *h!$ $e#$e; o#$/(e !$ *he

$/2e(e !# *he (',e*1

A$ o#$/(e$; :e 2-'0 ' >e0 >!*'- o-e !# *he he'-*h o% *he eo#o(0 -o'-;

#'*!o#'- o !#*e#'*!o#'-1 The +e!$!o# :e (',e o#e#!#" o/ o#$/(2*!o#

)eh'>!o '%%e* *he +e('#+ %o *he )'$! ': ('*e!'-$; %o *he *'#$2o*'*!o#; %o

*he )'#,!#"; %o *he 2o+/*!o# *he0 e%%e* *he e(2-o0(e#* o% :o,e$ '#+

+e2-o0(e#* o% e$o/e$ '#+ $/e$$ o% $o(e !#+/$*!e$ '#+ %'!-/e$ o% o*he$1

Th/$ (',e*e (/$* /#+e$*'#+ *h!$1

Preferene ' o#e2* !# *he $o!'- $!e#e$; 2'*!/-'-0 eo#o(!$1 I* '$$/(e$ '

e'- o !('"!#e+ ho!e )e*:ee# '-*e#'*!>e$ '#+ *he 2o$$!)!-!*0 o% '#, o+e!#"

o% *he$e '-*e#'*!>e$; )'$e+ o# h'22!#e$$; $'*!$%'*!o#; "'*!%!'*!o#; e#o0(e#*;

/*!-!*0*he0 2o>!+e1 Moe "e#e'--0; !* '# )e $ee# '$ ' $o/e o% (o*!>'*!o#1 I#

o"#!*!>e $!e#e$; !#+!>!+/'- 2e%ee#e$ e#')-e ho!e o% o)e*!>e$"o'-$1

The $*/+0 o% *he o#$/(e 2e%ee#e #o* o#-0 %o/$e$ o# ho: '#+ :h0

o#$/(e$ (',e )/0!#" +e!$!o#; )/* '-$o %o/$e$ o# ho: '#+ :h0 o#$/(e$(',e ho!e o% *he "oo+$ *he0 )/0 '#+ *he! e>'-/'*!o# o% *he$e "oo+$ '%*e /$e1
http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivation


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So %o $/e$$ o% '#0 o(2'#0 o 2o+/* 2o(o*!o# !* !$ >e0 #ee$$'0 *o +e2'*

!*$ o#e#*'*!o# *o:'+$ o#$/(e 2e%ee#e1

PRODU$T PROFI)E

3adilal Ice Cream -td4

Vadilal ice cream division has always been a hot favorite

with the people both inside and outside the organization. In India,

the name 3adilalis synonymous with Ice Cream. The Ice Cream

industry in India today has a turnover of Rs. 1 billion !"#$ %%&

million'. ( )uarter of this comes from the house of Vadilal alone.

*ut that+s no surprise, considering that we have the largest range

of Ice Creams in the country 1-& plus flavors, in a variety of

more than -& pacs and forms. The range includes cones,

candies, bars, ice/lollies, small cups, big cups, family pacs5and

economy pacs. #omething for all tastes, preferences and

budgets.

To mae it convenient for our consumers to relish our

complete range under one roof, we have set up a chain of

0appiness arlors 2Ice Cream bouti)ues+ so to say. 0ordes of

people floc to these parlors daily because they now that our

products contain the purest and creamiest mil, and the freshest

and tastiest fruits and nuts.

(mong our products are 3ne"p Chocobar and 4ing Cone

all/time favorites which have today attained the generic status.

(nother hit is our 4ulfi traditional Indian mil sweet. #ome of our

products are a combination with confectioneries.

#ince our products are highly perishable, )uic transport and

proper storage are of paramount importance. 0ence our

refrigeration e)uipment and deep freezes are imported from


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Amul Ice Cream was launched on 10th March, 1996in Gujarat.The portfolio consisted of impulse products

like sticks, cones, cups as well as take home packs andinstitutional/catering packs. Amul ice cream was launched

on the platform of Real Milk. Real Ice Cream gien that itis a milk compan! and the wholesomeness of its productsgies it a competitie adantage.

In 1997, Amul ice creams entered Mumbai followedb Chennai in 199! and "ol#ata and $elhi in %00%.&ationall it was rolled out across the countr in1999.

It has com"ated competition like #alls, Mother $air! and

achieed the %o & position in the countr!. This positionwas achieed in '((& and it has continued to remain atthe top.

Toda! the market share of Amul ice cream is )*+ share

against the + market share of -, thus making it times larger than its closest competitor.

%ot onl! has it grown at a phenomenal rate "ut has addeda ast ariet! of flaours to its eer growing range.

Currentl! it offers a selection of ''( products. Amul hasalwa!s "rought newness in its products and the same

applies for ice creams.

In 'anuar %007, Amul introduced ()GA* +* -

ro/ife robiotic ellness Ice Cream, which was afirst in India.This range of 012AR 3R44, 5# 3AT

$ia"etic $elight 6 7roife 7ro"iotic #ellness Ice Cream iscreated for the health conscious.


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Amuls entr! into ice creams is regarded as successful dueto the large market share it was a"le to capture within ashort period of time 8 due to price differential, 9ualit! of

products and of course the "rand name.

The entr! of Amul intoIce Cream

3or an! new pla!er to enter this

market, three things arecritical:

$ecentraliedmanufacturin2 facilitiesfficient cold chainGrowin2 mar#et

Amul Ice Cream was launched on &(th March, &; at

Ahmeda"ad. 0u"se9uentl! the distri"ution and marketingoperations were rolled out across the countr!.

7resent 0tatus of Amul Ice

Cream :In a short span of ; !ears AmulIce Cream has "ecome the%o.& ice cream "rand in thecountr!. It is now the onl!national "rand and all other icecream "rands are regional.Amul Ice Cream has achieed)*+ share against + marketshare of - making it times


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larger than its closestcompetitor.

*alit$ ,alls -td4


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4wality Ice Cream is the pioneer in the Indian ice/cream

manufacturing industry and in 1


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Ie e'(

1< E#>!o#(e#*'- !(2'*$

4 Re%ee#e$

. E*e#'- -!#,$

H!$*o0

No: /#+e *he +!e*!o# o% M':e-- Ho-*; !e e'( 2o+/*!o# o((e#e+ !#

e o#*!#/e$ *o /$e *he )'#+ %o !e e'( !# *he UK1Wh!-$* e('!#!#"

3??79 *he (',e* -e'+e !# *he UK %o !#+!>!+/'- h'#+6he-+ 2o+/*$ $/h

'$ Co#e**o'#+M'"#/(; '#+ >'-/e6'++e+ (/-*!62o*!o# 2o+/*$ +e$!"#e+ *o )e

e'*e# '* ho(e; $/h '$ V!e##e**'; *he W'--$ )'#+ %'e$ $e>ee o(2e*!*!o# %o(

*he ('o $/2e(',e* )'#+$ '#+ *o ' -e$$e e*e#* %o(Ne$*-3')$o)!#"

*he Ro:#*ee$'#+ L0o#$ M'!+)'#+$9 '#+ M'$$2!#6o%% !e e'( 2o+/*$1

!*'*!o# #ee+e+ W'--$ :'$ !#*o+/e+ *o P',!$*'#'* *he $*'* o%


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>other 8airy 7ruit and Vegetable vt. Gtd. offers the

following productsA >other 8airy marets dair$ products lie

Gi)uid >il, Ice Creams, 7lavoured >il, 8ahi, Gassi, >ishti 8oi,

?hee, hite *utter, Table *utter, Cheese, "0T >il, 8hara range

of edible oils and the #afal range of fresh 7ruits 6 Vegetables,

7rozen Vegetables and 7ruit Muices at a national level, through its

sales and distribution networs, for mareting food items. >other

8airy mil @*ul Vended >ilD is fortified with vitamin ( N-&&& I"

per litre of mil as a part of social accountability. This program

was started with the >other 8airy, 8elhi, since 7ebruary 1other 8airy is continuing this program on their own

as a social responsibility without having any financial assistance

from the ?overnment as well as since it is felt that *V> is

generally consumed by the middle O lower middle O poor strata of

the society. It is also found that the dietary practices adopted by

these classes are deficient in Vitamin (.

>other 8airy sources significant part of its re)uirement of

li)uid mil from dairy cooperatives. >other 8airy sources fruits

and vegetables from farmers O growers associations. >other 8airy

also contributes to the cause of oilseeds grower cooperatives that

manufactureO pac the 8hara range of edible oils by undertaing

to nationally maret all 8hara products.The company marets an

array of fresh and frozen fruit and vegetable products under the

brand name #(7(G through a chain of 9&&P own 7ruit and

Vegetable shops and more than -&,&&& retail outlets in various

parts of the country. 7resh produce from the producers is handled

at the Company+s modern distribution facility in 8elhi with an

annual capacity of -&&,&&& >T. (n IQ7 facility with capacity of


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around B >T per day is also operational in 8elhi. ( state/of/the/

art fruit processing plant of fruit handling capacity of 1-& >T per

day, a 1&& percent 3", setup in 1T per day.


27/53

0en & 7err$ -td4

#ince -&&%, *en 6 MerryEs have been woring on a

sustainable Caring 8airy initiative, which helps level out needs of

the farmers and their cows, as well as the planetEs needs. The

company has, so far, reduced energy use on their 11 farms by

-S, and converted all their farms to green energy. (lso, in -&&-,

*en 6 MerryEs in the "#( committed to reducing carbon dio;ide

emissions by 1&S by -&&B, and by investing in a variety of

efficiency measures, this target was achieved with ease / the "#(

now produce %-S less carbon dio;ide emissions @per pint of ice

creamD today @in -&&D than in -&&-. This initiative was brought

to the e;clusive provider of mil for *en 6 MerryEs uropean ice

cream production, *eemster Cheese, in -&&B.

In addition to helping farmers and their cows, in -&&1 *en 6

MerryEs began sourcing vanilla, cocoa, and coffee, for their smooth

ice creams, from cooperatively run farmer associations / these

community structures help promote their membersE )uality of life,

improve worerEs benefits, and sustain a commitment to their

land and communities. In -&&=, the worldEs first ever vanilla ice

cream made with 7airtrade ingredients was launched by *en 6

MerryEs. -&&B saw the release of Vanilla Toffee Crunch, using

1&&S 7airtrade certified cocoa, sugar, and vanilla, and in -&&,

Chuny >oney was guaranteed to be traded in accordance with

international 7airtrade standards as well.


28/53

MTR Pvt -td4

>TR 7oods rivate Gimited is amongst the top five processed

food manufacturers in India. e manufacture, maret and e;port

a wide range of pacaged foods to global marets that include

"#(, "4, (ustralia, 5ew ealand, >alaysia, #ingapore, "(, Mapan

and 3man.

#tarting with the legendary >TR restaurant in *angalore,

India+s silicon valley, we now offer EEcomplete meal solutionsE. 3ur

wide range of products include ready/to/eat curries and rice,

ready/to/coo gravies, frozen foods, ice cream, instant snac and

dessert mi;es, spices and a variety of accompaniments lie

picles and papads.

3ur deep understanding of culinary e;pectations and needs

has resulted in many new and innovative products. 3ur

investments in infrastructure and technology ensure that we can

scale rapidly and bring these to maret. Today, consumers across

the globe count on us to bring them all/natural, wholesome and

delicious food that is also convenient and no/fuss.
http://www.mtrfoods.com/mealsolutions.htmhttp://www.mtrfoods.com/mealsolutions.htm


29/53

TOP >N TO0N


30/53

F)A*OUR?S$ANDIES

R'$2)e0 Do--0

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31/53


32/53

TOPO $ONES

R!#"o B!#"o

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33/53

PREMIUM TUBS

F/!* S'-'+ Ie Ce'(

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PART% PA$(S

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34/53

BU)( PA$(S

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MAR(ETING STRATEGIES


35/53

Marketing strategyis de!ined "y #a$id Aa%eras a &r'(ess that (an all'w an

'r)ani*ati'n t' ('n(entrate its res'ur(es 'n the '&timal '&&'rtunities with the )'als '!

in(reasin) sales and a(hie$in) a sustaina"le('m&etiti$e ad$anta)e+,1-Mar%etin)

strate)y in(ludes all "asi( and l'n).term a(ti$ities in the !ield '! mar%etin) that deal with

the analysis '! the strate)i( initial situati'n '! a ('m&any and the !'rmulati'n/

e$aluati'n and sele(ti'n '! mar%et.'riented strate)ies and there!'re ('ntri"ute t' the

)'als '! the ('m&any and its mar%etin) '"0e(ti$es

0hole,aler, an+ /oo!e1

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e'*!#" o+e +e('#+1

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e$*')-!$h!#" '#+ +o!#" )/$!#e$$ :!*h ' $('-- 'o/#*1

Di,tri


36/53

D!$*!)/*o$ /$/'--0 $e>e ' (/-*!2/2o$e o-e1 The0 :!-- 2e%o( !# ' ('##e

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*he e*'!-e %o 0o/ 2o+/*$1 The0 '-$o '* '$ :ho-e$'-e$ !# *h'* *he0 $*o, 0o/

(eh'#+!$e; *oo1 D!$*!)/*o$ ('0 2o>!+e o*he $e>!e$ '$ :e--; $/h '$

'*'-o"/e e'*!o#; *'+e '+>e*!$!#"; '#+ *'+e6$ho: e2e$e#*'*!o#1 U$/'--0

+!$*!)/*o$ e2e$e#* ('#/%'*/e$ o# '# e-/$!>e )'$!$ o#-0 :!*h!# *he!

*e!*o01 I# ('#0 !#+/$*!e$ ' +!$*!)/*o :!-- '-$o $e-- *o :ho-e$'-e$ !# '++!*!o# *o

e*'!-e$1 I# *h!$ '$e; *he +!$*!)/*o !$ '--e+ ' ('$*e +!$*!)/*o1

Be'/$e ' +!$*!)/*o '*$ '$ 0o/ $'-e$2e$o# '#+ o%*e# $e--$ *o )o*h :ho-e$'-e$

'#+ e*'!-e$; !* :!-- e/!e ' +ee2e +!$o/#* '*e :he# 2/h'$!#" 0o/

(eh'#+!$e *h'# :o/-+ )e *he /-e :!*h ' :ho-e$'-e1

Mo$* ('#/%'*/e$ +o#* /$e +!$*!)/*o$1 The0 2e%e *o $e-- +!e* *o :ho-e$'-e$;

e*'!-e$; o#$/(e$; o $o(e o()!#'*!o# o% '-- *hee1 Ho:e>e; ' "oo+ +!$*!)/*o

'# )e '# ee--e#* :'0 %o ' $('-- %!( *o !#$*'#*-0 e$*')-!$h e+!)!-!*0 '#+ '

2e$e#e :!*h!# e!*he *he! !#+/$*0$ +o(e$*! o %oe!"# (',e*2-'e$1

Im4orter,

The *e( !(2o*e (e'#$ +!%%ee#* *h!#"$ *o +!%%ee#* 2eo2-e1 O%*e# !* !$ /$e+ *o

+e$!)e ' %!( *h'* $e>e$ '$ '# e-/$!>e +!$*!)/*o *o '# o>e$e'$ *e!*o0 '#+

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('#/%'*/e '#+ e$e--$ *he (eh'#+!$e *o o#e o (oe +!$*!)/*o$ :ho *he#

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*he o/#*0 o% o!"!#1


37/53

ABOUT COMPETITORS OF ICE CREAM

Main $om4etitor,


38/53

-Amul - (3alit. 0all,

-$ream Bell - *a+ilal

$OMPETITOR?S ANA)%SIS

9ualit.

A* V'+!-'-; o((!*(e#* *o /'-!*0 !$ '# '**!*/+e1 V'+!-'- Ie Ce'($ o#*'!#$ o#-0 *he )e$* !#"e+!e#*$;

)e !* '$he: #/*$; '-(o#+$; 2!$*'h!o; hoo-'*e o %e$h %/!*$1 Ge'* 2'!#$ 'e *',e# *o %!#+ *he %!#e$*

!#"e+!e#*$ %o( 'o/#+ *he "-o)e1 S*'*e o% *he '*6*eh#o-o"0 e#$/e$ *h'* e'h $oo2 !$ +e#$e; !h '#+

%!--!#"; :!*h #o e*' '! o !e6%-',e$1 S2e!'- 'e !$ *',e# +/!#" 2','"!#"; $*o!#"; *'#$!* '#+ +e-!>e0

$o *h'* o#$!$*e#0 !# /'-!*0 !$ ('!#*'!#e+1 Th!$ !$ :h0 :he# *he e#+ 2o+/* e'he$ *he /$*o(e; he !$

o#>!#e+ *h'* /'-!*0 $h!#e$ *ho/"h !# e>e0*h!#" *he "o/2 +oe$1

Deliiou, gro3th

The !e e'( (',e* !$ $e* *o $!@@-e *h!$ $/((e1 A* -e'$*


39/53


40/53

A /#!/e '#"e o% 2e(!/( !e e'($ !# :h!h 'e%/--0

h'#+2!,e+ %/!*$ )-e#+ :!*h !h; e'(0 !e e'( $o *h'* e>e0 $2oo#%/- *h'* (e-*$ !# 0o/ (o/*h h'$ '

#'*/'- *'$*e o% e'- %/!*1 I#+/-"e 0o/ $e#$e$ !# *he (o/*h :'*e!#" %-'>o/ o% +e-!!o/$ %/!* :!*h '#

'++e+ e!*e(e#* o% e'- %/!* 2!ee$1 Wh'*$ (oe; !* o(e$ !# *hee +e-e*')-e %-'>o/$ S*':)e0

C/$h; M'#"o M'>e- '#+ L!*h! S/2!$e1

E2e!e#e T',e 0o/ %'>o/!*e !e e'($ ho(e1 J/$* "') ' ?? (- o < -!*e B!,1 Choo$e %o( '

(!#+6)o""-!#" '#"e o% "e'* %-'>o/$1 The All-time fa7ouriteV'#!--'; S*':)e0; Choo-'*e '#+ T:o6

I#6O#e1 The Sim4l. Irre,i,ti


41/53

$ONSUMER

!C 0hat 1in+ $om4an.5 of Ie ream +o .ou eat

Bran+e+ 2

Non


42/53

AMU) 2#

Mother Dair. 22

*a+ilal !"

Other, !

%&S

-S

--S

1%S

1&S

C+MPAN1 PREFFERENCE

4(GITJ (GG# (>"G >3T0R 8(IRJ V(8IG(G 3T0R#

INFEREN$E

Mo$*-0 h!-+e# & *ee#'"e$ -!,e$ie ream !# *he! %'(!-!e$1 So :e $ho/-+ "!>e $*e$$ o#

h!-+e# & *e#'"e $e"(e#* *o !#e'$e (',e* $h'e1 Yo/#" & o-+ 2eo2-e '-$o /$!#" ie ream

%o o#$/(!#" & %o "!>!#" '$ ' "!%*1

"C 0hih ie ream fla7or +o .ou li1e


43/53

Vani++a /0

Butter%*t*" 1/0

Stra23err4 /0

Ot"er /50

V(5IGG(

*"TTR#C3TC0

#TR(*RRJ3T0R#

Flavour

INFEREN$E

The ')o>e +!'"'( $/""e$* *h'* *he (o$* 2e%ee+ %o( !$ )' !1e1 %o--o:e+ )0 !1e1 "

V'#!--' 'e '-- *!(e %'>o!*e$ :!*h

:h!-e o*he %o($ 'e 2e%ee+ *o *he e*e#* o% &

C 8o you now about the (mul rolife @robioticD ice creamU


44/53

YES 6 17 NO 6 8

%S

=-S

AM6- PR+-IFE 8PR+0I+TIC9 A,ARENE((

J# 5&

INFEREN$E

Mo$*-0 2eo2-e +o #o* h'>e '#0 ,#o:-e+"e ')o/* *he 2o)!o*! ie ream

JC DO .ou ha7e an. 1no3le+ge a


45/53


46/53

No "

TA(TE

J#

53

INFEREN$E

The h'* $ho:$ *h'* Je$2o#+e#*$ h'>e *'$*e+ Prolife ie ream:h!-e $*!-- "h'>e #o*

*!e+ ie ream&

Amul(/$* /$e 2o2e *eh#!/e$ !# o+e *o '*e *he #ee+$ o% e>e0 o((o# ('#1

C $an .ou reall a+7erti,ement to3ar+, Prolife ie ream

Ye$ 4


47/53

No 78

A. RECA--

J#

53

INFEREN$E

Hee !* :'$ o)$e>e+ *h'* o#-0 4 e$2o#+e#*$ !# *he !*0 o% De-h! :ee ')-e *o e'-- Prolife

'+>e*!$e(e#*1 Th!$ $ho:$ ho: (/h -'"$ )eh!#+ !# 2o(o*!o#'- '*!>!*!e$ '#+ '+>e*!$e(e#*1

Thee%oe A(/- (/$* /$e $*o#" 2o(o*!o#'- '*!>!*!e$ '#+ '+>e*!$e(e#* !# o+e *o e*'!# *he!

2o*e#*!'- o#$/(e$1

SUGGESTIONS


48/53


49/53

The om4an. nee+, to im4ro7e their 4a1aging material ;ualit.& Pa1aging i, one

of the main area, of +i,agreement 3ith the ie ream


50/53

)IMITATION

L!(!*e+ *!(e '>'!-')-e %o !#*e>!e:!#" *he e$2o#+e#*$1 A$ ' e$/-* o% *h!$ !* :'$ #o*

2o$$!)-e *o "'*he %/-- !#%o('*!o# ')o/* *he e$2o#+e#*$1

Whe# I !#*e>!e:e+ h!-+e# '#+ *ee#'"e$; $o(e*!(e$ *he0 /$e *o

"!>e '#$:e$ /#+e *he !#%-/e#e o% *he! 2'e#*$ o e-+e$1

A$ $/((e *'!#!#" !$ "o!#" /#+e $/((e $e'$o# $o $o(e*!(e$

2eo2-e 'e -e$$ !#*ee$*e+ !# %!--!#" /2 /e$*!o##'!e11

No#6oo2e'*!>e '22o'h '#+ /+e )eh'>!o o% *he e$2o#+e#*$1

I% *he e$2o#+e#*$ '#$:e +oe$ #o* %'--$ )e*:ee# '(o#"$* *he o2*!o#$ "!>e# *he# !* :!--

*/# /2 *o )e ' )!'$e+ '#$:e1


51/53

$ON$)USION

Ie Ce'( 2'-o :!-- )e $/e$$%/-1 Th!$ )/$!#e$$ 2-'# h'$ +o/(e#*e+ *h'* *he

e$*')-!$h(e#* o% Ie Ce'( 2'-o !$ %e'$!)-e1 A-- o% *he !*!'- %'*o$ $/h '$

!#+/$*0 *e#+$; (',e*!#" '#'-0$!$; o(2e*!*!>e '#'-0$!$; ('#'"e(e#* e2e*!$e;

'#+ %!#'#!'- '#'-0$!$ $/22o* *h!$ o#-/$!o#1 I* h'$ )ee# +e(o#$*'*e+ *h'* )o*h

2o+/* '#+ )/$!#e$$ h'$ ' /#!/e '#+ '22e'-!#" $*e',; :h!h !$ '2')-e o%

'**'*!#" /$*o(e$1 The (',e*!#" $*'*e"!e$; $*'%%!#" #ee+$ '#+ o*he '$2e*$ o%

)/$!#e$$ )e!#" $ho:# !# *he ')o>e )/$!#e$$ 2-'# '# $ho:*h'* *he %/*/e Ie

Ce'( :!-- /#+o/)*e+-0 )e ' $/e$$%/- $('-- )/$!#e$$1 Ie Ce'( !$ho2!#" *o

e2'#+ !*$ )/$!#e$$ :he# !* !$ %!#'#!'--0 '2')-e1 Th'* !$; e2'#+ *he )/$!#e$$

*oo*he -o'*!o#$ :!*h!# *he $*'*e '#+ ho2e%/--0 #'*!o#'--01 Th!$ !$ "o!#" *o )e

'h!e>e+ *ho/"h%'#h!$e$1


52/53

BIB9IOGRAP&Y

Boo,$6

o Ko*-e Ph!-!2 Mar&eing Manage(en 2e#*!e H'-- o% I#+!' P>*1

L*+1 Ne: De-h!;


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ice cream final - pinky

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