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A STUDY ON DISTRIBUTION CHANNEL OF VADILAL ICECREAM IN BAREILLY

BY SHIVKAN SINGH BINDRA BBA 5TH SEM. PROJECT GUIDE: MR RAJIV BHANDARI

INTRODUCTIO N
Vadilal Industries Limited Type Industry Founded Headquarters

Key people

Products Revenue Employees Parent Website

Public BSE: 519156 NSE: VADILALIND Conglomerate 1907 Ahmedabad, India Ramchandrabhai Gandhi, (Chairman), Rajesh Gandhi Managing Director, Devanshu Gandhi Managing Director Ice cream, Processed food, Foreign Exchange, Chemicals, Real Estate 450 crore (US$81.45 million) 1000 Vadilal Group www.vadilalicecreams.com

HISTOR Y
Vadilal Ice creams is one of India's leading ice

cream production company with Happinezz Parlors across India, with presence in ice cream industry since 1926. Taste among the best ice creams in India with yummy flavors of ice cream candies, ice cream bars, cones, sundaes, ice cream cups, kulfis, ice cream party packs. Vadilal has set up over 140 'Happinezz' parlors for selling ice creams and new ones are coming up every month. Vadilal entered

OBJECTIVE OF THE STUDY


TO HAVE AN INSIGHT OF THE DISTRIBUTION

CHANNEL OF VADILAL ICE CREAMS. DISCUSS THE VARIOUS STRATEGIES ADOPTED, TO MAKE THE MARKETING CHANNEL DISTRIBUTION SUCCESSFUL. DISTRIBUTION NETWORK OF VADILAL ICE CREAMS.

METHOD OF STUDY
ANALYZING THE CRITICAL FACTORS IN THE

EXISTING MODEL THROUGH DATA COLLECTED FROM INTERNET & FROM INFORMAL SURVEY FROM RETAILERS. EXAMINING THE DIGRAMMATIC FLOW OF CHANNELS AND CHALLENGES FACED AT EACH STAGE.

ANALYSIS
HOW ,EVEN AFTER MORE THAN 100 YEARS OF

INCEPTION VADILAL IS AMONG TOP 3 ICE CREAM MANUFACTURER WITH SUBSTANTIAL DYNAMISM IN THE INDUSTRY.

DISTRIBUTION NETWORK
STRONG DISTRIBUTION AND DEALER NETWORK IS THE

RESULT OF LUCRATIVE MARGIN AND RETURN THAT VADILAL, PROVIDES TO THEM. IT PROVIDES THEM DEEP FREEZER FOR STORAGE OF ICE CREAMS, DISPLAY SIGN BROADS,POP ETC.
C&F DISTRIBUTOR

DEALERS RETAILERS CUSTOMERS

STRATE GY
FOCUSED DISTRIBUTION AND FRANCHISING

NEW HAPPINEZZ PARLOURS ALL OVER INDIA. THE COMPANY IS ALREADY ON THE VERGE TO SET UP NEW MANUFACTURING FACILITY AT A STRATEGIC LOCATION IN THE EASTERN INDIA. BESIDES EXPANDING MANUFACTURING AND DISTRIBUTION CAPACITIES,IT IS ALSO STRENGTHENING ITS MILK PROCUREMENT NETWORK FROM FARM TO FACTORY TO CATER ICE CREAM MADE FROM FRESH MILK. FOR AVILABILITY OF ICE CREAM VADILAL HAS LARGEST FLEET OF REFRIGERATED VEHICLES IN INDIA.

SUGGESTIO NS
THEY SHOULD INCREASE THE NUMBERS OF

ICE CREAMS MANUFACTURING UNITS TO COVER THE ENTIRE NATION ALONG WTH THE REFRIGERATION VEHICLES FOR DEALING WITH THE PERISHABILITY OF THE PRODUCT AND REDUCING THE COST. THEY CAN ALSO INTRODUCE THE VENDING MACHINES BESIDES RETAILING. TO AVOID LOCAL COMPETITION, THEY CAN REDUCES THE PRICES BY DIRECTLY SELLING TO THE DEALERS OR RETAILERS INSTEAD OF TRAVELLING THE WHOLE SUPPLY CHAIN.

CONCLUSI ON
THE COMPANY HAS NOT BEEN RESISTANT TO CHANGE INDEED

HAVE SET AN EXAMPLE FOR THE OTHER PLAYERS TO BRING DYNAMISM IN ITS PRODUCT PORTFOLIO AS WELL AS ITS DISTRIBUTION NETWORK WHICH ALLOW HIM STILL TO STAND AS THIRD LARGEST ICE CREAM MANUFACTURER IN INDIA EVEN AFTER 100 YEARS OF ITS INCEPTION.

CRITICAL SUCCESS FACTORS


CONSUMER ORIENTED STRATEGY. ABILITY TO CONTROL ECONOMIC REFRIGERATION CAPACITY

THROUGHOUT DISTRIBUTION PROCESS. LARGEST FLEET OF REFRIGERATED VEHICLES IN INDIA, BACKED BY STRONG DISTRIBUTION NETWORK COMPRISING 22 C&F AGENTS, 450 DISTRIBUTORS AND MORE TRHAN 40000 RETAIL DEALERS.

THANK YOU..!!!

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