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ICE CREAM INDUSTRY PROFILE

Ice-cream

The Indian ice cream market was till recently reserved for the small-scale sector. It was

opened to large-scale manufacture only in 1997. Since then the market has been witnessing

fierce battles and huge investments on the part of major players in cold chains and

infrastructure. The overall industry has been growing at a sluggish rate of 3-4 %. But the

organized sector has been growing in the region of 15 % over the last five years.

Introduction

The ice cream market growth picked up after de-reservation of the sector in 1997. Of

the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs

4.9bn, rest all is with the unorganized sector. Among the major players in this industry

Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls

brand. Amul with an estimated market share of 35% is rapidly gaining market share, Vadilal is

the player in the national market with 8-9% of the market share. And lastly Dinshaw’s having

market share of 3 –4% .

Production area

In rural areas, kulfis / ice creams made by small / cottage industry are popular. The

market for organized sector is restricted to large metropolitan cities. In small towns and

villages, there are thousands of small players who produce ice- creams / kulfis in their home

I.B.M.R.D. A’Nagar
backyard and cater to the local market. Almost 40% of the ice creams sold in the country are

consumed in the western region with Mumbai being the main market, followed by 30% in the

north and 20% in the south.

Growth promotional activities

The Indian government adopted the policy of liberalization regarding the ice cream

industry also and it is since then that this sector has shown an annual growth ranging from 15-

20% per annum for last 1- 2 year. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn.

This growth rate is expected to continue for another next 2- 3 years because of lower base.

Types

Indian Ice Cream market can be segmented in three different ways, namely on the basis

of flavors; on the basis of stock keeping units / packaging and on the basis of consumer

segments. On the basis of flavors the market today has a number of flavors like vanilla,

strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry fruit flavors

traditional flavors like Kesar- Pista, Kaju- Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which together

account for more than 70% of the market followed by butterscotch and other fruit flavors.

I.B.M.R.D. A’Nagar
Indian Ice Cream Industry Growth

Year crore
1997-98 500
1998-99 575
1999-2000 661.25
2000-2001 760.43
2001-2003 874.49
2003-2004 1005.66

Indian Ice-cream industry growth

1200
1000
Rs. Crore

800
600 crore
400
200
0
1997-98 1998-99 1999- 2000- 2001- 2003-
2000 2001 2003 2004
year

I.B.M.R.D. A’Nagar
THE COMPANY PROFILE

INCEPTION

Early 1930s:

Two enterprising brothers, DINSHAW and ERUCH RANA, started a small

dairy business in Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and

transparent business practices, brought prosperity and confidence to the young businessmen.

When opportunity knocked in the form of an Englishman who suggested that they try

manufacturing ice cream, the idea was readily translated into reality. “DINSHAW’S ICE

CREAM” was born in 1933 when Nagpurians came to know the creamy, hand churned

delicacy.

INTIAL GROWTH

An alien concept, ice cream eating was considered a luxury, which could only

be indulged in, on very special days during the sweltering heat of Nagpur’s grueling summer.

The conviction of their ultimate success, and the vision of these young entrepreneurs, far out

weighed the difficulties of running a purely seasonal business with its vagaries of demand . By

mid forties, Nagpur’s gentry had extended ice cream eating into the winter and the name

DINSHAW’S had become synonymous with the ice cream in Nagpur.

I.B.M.R.D. A’Nagar
THE SECOND GENERATION GROWTH :

SAM DINSHAW RANA and JIMMY ERUCH RANA put on the mantles of

their august fathers. Burning with the same zeal to succeed, the same uncompromising attitude

towards quality and service, the Rana cousins struck out for wider horizons in 1981.

With an investment of just Rs.5 Lakhs, a small factory came up to replace the

cattle pounds. The dairy business gracefully gave way to its prospering offspring , the ice-

cream business.

The magic of” “DINSHAW’S goodwill spawned a net work of enthusiastic

dealer-franchises all over central India, where DINSHAW’S enjoy near monopoly even today.

Success breeds Success. The sound business principles of the founders,

which gave them their initial success, became the foundation of DINSHAW’S business edifice.

Quality consciousness went beyond the quality of relations with employees, business

associates and its ultimate consumer. By 1987 DINSHAW’S was known in central India as not

only the company, which made the best ice creams, but also the company that built best

relations.

Persistent efforts from prospective distributors and dealers of other areas and

greater demand for varieties from existing areas forced DINSHAW’S to expand its

manufacturing capacities. Imported continuous freezers expand plants and storage facilities

wide with market demand.

By 1989 cold storage depots had sprung up in Raipur, Jabalpur, Indore,

Akola, Aurangabad, Pune, Hydreabad, Guntur and Vishakhapatnam more by pressures of

demand than by design. Consumer appreciation for its products and for its credo of “VALUE

FOR MONEY” forced continuous expansion and modernization of manufacturing capacities

I.B.M.R.D. A’Nagar
which today are to the tune of 35000 Liters of ice-cream per day. By 1990 the business was

experiencing difficulty in getting regular supplies of good quality to need its ever-increasing

needs. The obstacles were turned into an opportunities to diversify into Diary business.

The firm had turned full circle by coming back to its parent business of Diary which

today has a capacity to process and pouch 1lac liters of Milk per day. The citizens of Nagpur

who were dependent only on milk supplied by Government Milk Scheme and local vendors

welcomed the supply of standardized quality milk and DINSHAW’S became the first branded

milk to be sold in Nagpur.

Being a responsible corporate citizen and being aware of the needs of protecting its

environment, DINSHAW’S have invested more than Rs.70 lakhs in an Effluent Treatment

Plant, which is a model for any industry of its size. As in all other areas, Dinshaw’s foray in

Bombay has been on a low key. DINSHAW’S have been able to grow in the face of

competition from national and multinational giants of the industry because of the inherent

strength of its products, policies and people.

I.B.M.R.D. A’Nagar
PRODUCT PROFILE
Product is the first of the four P’s of the marketing , Though each of the four p has its

unique position in the marketing mix of the firm , product has a very special position as it

constitutes substantive elements in any marketing offer . The other elements of marketing price

and promotion are normally employed to make product offering unique and distinct . Product is

the number one weapon in the marketing arsenal.

Dinshaw's has wide range of products from scoop to family packs .

Type Quantity

Cups 50 ML.
Fundae
Strawberry
Vanilla

Big Cups 100 ML.


Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla

Bars
Ice Lolies 50 ML.
Heart Beat 100ML
Tripple Treat 100 ML
Champ Chocobar 100 ML.
Chocobar 100 ML.
Kulfi 100 ML.

Take Home Packs


Family Tubs 500 ML.
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal

I.B.M.R.D. A’Nagar
King Alphanso
Fruit Overload
Choco Chips
Butter Scotch
Pineapple Supreme

Smart Packs 400 ML. & 900 ML


Smart Raspberry .
Smart Mango Tago

Family Packs 500 ML.


Vanilla
Starwberry
Pista

Party Packs 1000 ML


Kesar Pista
Butter Scotch
3 in 1
Strawberry(33% extra)
Vanilla (33% extra)

Log 750 ML.


Lamour
Club Pack 2 Ltr.

Novelties

Sundaes
Maha Sundae 150 ML.
Butter Scotch 100 ML
Mocha Almond 100 ML
Fruity Fundae 100 ML

Novelties 150 ML.


Cassatta
Flora Kulfi
Yorker

Cones
Carnival 120 ML.& 60 ML.
Butter Scotch
Choco chips
Orange city
Badam Roasted

I.B.M.R.D. A’Nagar
METHODOLOGY

• Defining the purpose of research

• Determining the data required and their resources.

• A Questionnaire was designed to get detailed information

• Face to face interviews was taken were conducted to get the required
information .

• Analysis of Data

• Drawing Conclusions

• Suggestions/ Recommendation

I.B.M.R.D. A’Nagar
OBJECTIVES

1) Area wise Identifying Potential Prospects, which leads to increase the business.

2) To find Market share of Dinshaw’s in outskits of Pune city.

3) Developing the marketing strategy .

I.B.M.R.D. A’Nagar
THE PROSPECTS
The Starting point is every one who might conceivably buy the product that is called

suspects and from these the company determines the most likely prospects which it hopes to

convert into first time customers then repeat customers and then clients ..

Following figure shows the main steps of attracting and keeping customers .

Suspects

Prospects Disqualified Prospects

First Time Customers

Repeat Customers

Clients
Inactive or ex custemers

Members

Advocates
Partners

Dinshaw’s has more than 800 outlets in the pune city , but it do not have its presence

in outskirt area ,So the company wants to expand its network , in the process of expansion new

retailers are needed to be tapped .

I.B.M.R.D. A’Nagar
So it is very necessary to Study and scan the market , what is the retailers opinion ,

the market condition , the competitors , Awareness level , Company Image .

The targeted retailers are the existing customers of any other brand than Dinshaw’s

and therefore it is necessary to know about them .

Existing players in the outskirt area

Amul

Vadilal

Kwality –Walls

These are the Top 3 Players in every area

Also there are so many local players which includes

Kawre Ice-cream

Pastonji

Freshina

Zebra

Delezia

Natural ice-cream

I.B.M.R.D. A’Nagar
SWOT ANALYSIS
STRENGTH :-

The Indian ice cream market was till recently reserved for the small-scale

sector. It was opened to large-scale manufacture only in 1997. Since then the market has been

witnessing fierce battles and huge investments on the part of major players in cold chains and

infrastructure. The overall industry has been growing at a sluggish rate of 3-4 %. But the

organized sector has been growing in the region of 15 % over the last five years.

this Rs 750-crore market is in today. Not a single multinational brand has been able to make its

presence felt in ice-creams in India as the market continues to be ruled by Indian brands such as

Amul, Kwality Walls, Mother Dairy, Vadilal and several regional ones such as Dinshaw in the

West and Arun in the south .

Ice-cream consumption is increasing but very slowly, like any other change in

habit. "But the most enduring change that we have noticed is increasing out-of-home

consumption, which is related to socio-economic changes, especially in urban markets.

WEAKNESS:-

The domestic ice-cream market is small in relation to those of other countries in terms

of per capita consumption. India's per capita consumption is about 250 ml against Pakistan's

300 ml, 600 ml in Sri Lanka, 1.2 liters in China and 22 liters in the US.

According to industry sources, the industry is not registering upto mark growth. "As

Indians on an average eat ice-cream only five to six times a year, India's potential is

I.B.M.R.D. A’Nagar
phenomenal," there is not enough advertising in the country. That is why almost half the

market is dominated by the unorganized sector. You can see the case of the soft drinks market

in India and its growth in the past few years, especially after the entrance of Coca-Cola and

Pepsi, of which he says "... their powerful ads did the magic". According to him, "No ice-cream

company is fully in play yet."

OPPORTUNITIES :-

The Indian rural market has great potential . All the major market leaders consider the

segments and real markets for their products . A senior official in a one of the leading

company says foray into rural India already started and there has been realization that the rural

market is both price and quantity conscious.

Due to multinationals are entering into market job opportunities are increasing day by

day . also Indian ice-cream majors are tie up with other multinationals such as Vadilal with

Nestle India , Dinshaw’s growth strategy to have a tie up with Bapuna Industries ltd . to export

the in Arabian countries .

THREATS :-

With intense competition by so many local players making headache to the current

marketers . in addition to this though multinational brands are not yet established but still they

will soon hit the market . Almost 60 to 70% of the revenue is spend on the maintenance and

transport. As the distance form plant is very high .

Indian laws for Ice-cream needs up gradation because they do not offer flexibility for

product differentiation except some cosmetic changes.

I.B.M.R.D. A’Nagar
THE AREA WISE BREAKUP
1) Hadapsar

Mohammadwadi Road

No of outlets visited :- 10
Market leader :- Local Ice-cream makers
Existing brands :- Vadilal , Amul
Intrsted :- 3
Avg Sales per outlet :- Rs. 4000 to 6000

Towards Solapur

No of outlets visited :- 15

Market leader :- Vadilal


In majari less ice-cream parlors

Existing brands :- Vadilal , Amul Dinshaw’s , Freshna ,

Intrsted :-4 to 5 retailers are interested but


afterDiwali , also the garden restaurants are
interested to keep the brand

Avg Sales per outlet :- Rs. 10,000 to 12,000 per month

Towards saswad fursungi

No of outlets visited :- 10
Market leader :- Vadilal + Amul
Existing brands :- Vadilal , Amul , Kaware
Intrsted :- 3
Avg Sales per outlet :- Rs 7500 to 10,000

Remarks :-
Awareness among retailers about Dinshaw’s ice-
cream.
Market will defiantly respond if targeted in
December – January .

I.B.M.R.D. A’Nagar
• Though some of restaurants on highway after
manjari are interested but the major problem is of poor electricity
supply.

1) Hadapsar Area

Areas no of outlet potential %age


Mohmadwadi 10 3 30%
solapur road 15 5 33%
saswad road 10 3 30%
35

Hadapsar Area

saswad road mohmadwadi


32% 32%

mohmadwadi
solapur road
saswad road

solapur road
36%

Market Share

Amul 15
Vadilal 9
K.W. 6
Dinshaw's 5
others 5

Market share (Hadapsar)

others
13%

Amul Amul
Dinshaw's
13% 37% Vadilal
K.W.
Dinshaw's
K.W. others
I.B.M.R.D. A’Nagar 15%

Vadilal
22%
2) From Alandi road to Vishrantwadi

Maula Road :-

No of outlets visited :- 7
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware
Intrsted :- 2
Avg Sales per outlet :- Rs 12000 to 15,000

Sainik Nagar :-

No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware , Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 12000 to 15,000

Visharantwadi :-

No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Vadilal , Amul , Kaware , Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 12000 to 15,000

Remarks
• Overall area is very much price conscious
• Kwality walls enters the market having 3 outlets
• Retailers are happy with kind of service given by Amul
• Demand for low MRP. .
• Vadilal is giving better service in the region

I.B.M.R.D. A’Nagar
• Some of retailers places 3 brands according to consciousness and
demand of customer
 So there is room to introduce Dinshaw’s in such outlets .

From Alandi Road to Vishrantwadi

Areas no of outlet potential %age


MaulaRoad 7 2 29%
Sainik Nagar 5 1 20%
Vishrantwadi 10 1 10%
22

Alandi Road to vishrantwadi

Vishrantwadi
17%

maulaRoad
maulaRoad sainik Nagar
49% Vishrantwadi

sainik Nagar
34%

Market Share

Amul 12
Vadilal 6
K.W. 1
Dinshaw's 0
others 3

14%

0%

5% Amul
Vadialal
K.W.
54%
Dinshaw s
27% others

I.B.M.R.D. A’Nagar
3) Yerwada

Yerwada Market yard

No of outlets visited :- 12
Market leader :- Amul , + freshna
Existing brands :- Amul , Kaware, Vadilal , Freshna
Intrsted :- 2
Avg Sales per outlet :- Rs 20,000 to 25,000

Yerwada Jail road

No of outlets visited :- 7
Market leader :- Amul
Existing brands :- Amul , Kwality walls, Freshina
Intrsted :- nil
Avg Sales per outlet :- Rs 10,000 to 15,000

Nagpur Chal and Mhada

No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Amul , Vadilal , Freshina , Kwality walls
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000

Remarks :-
• Brand Awareness is zero
• Amul people are not interested
• Amul provides freezer on lease basis for the period of 3 years
• Good service from Amul .
• Near about all sweet marts selling ice-cream of Amul

I.B.M.R.D. A’Nagar
Yerwada

Areas no of outlet potential %age


Market Yard 12 2 17%
Jail Road 7 0 0%
Nagpur chal &Mhada 10 0 0%
29

0%

0%

Market Yard
Jail Road
Nagpur chal &Mhada

100%

Market Share

Amul 15
Vadilal 7
K.W. 1
Dinshaw’s 0
Others 6

others
21%

Dinshaw s
0% Amul
K.W. Vadialal
3% Amul K.W.
52%
Dinshaw s

Vadialal others
24%

I.B.M.R.D. A’Nagar
4 ) A’Nagar Road

Viman Nagar :

No of outlets visited :- 10
Market leader :- Vadilal
Existing brands :- Vadilal , Dinshaw’s , Amul
Intrsted :- 3
Avg Sales per outlet :- Rs 20,000 to 25,000

Kalyani Nagar

No of outlets visited :- 15
Market leader :- Amul
Existing brands :- Amul , Kwality walls , Vadilal
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000

Vadgaon sheri road

No of outlets visited :- 6
Market leader :- Amul
Existing brands :- Amul , Pastonji
Intrsted :- 1
Avg Sales per outlet :- Rs 5000 to 7000

Solapur Bypass

No of outlets visited :- 1
Market leader :- -
Existing brands :- Kwality walls + Local
Intrsted :- 1
Avg Sales per outlet :- Rs 20,000 to 25,000

I.B.M.R.D. A’Nagar
Chandan Nagar

No of outlets visited :- 12
Market leader :- Amul+Vadilal
Existing brands :- Amul , Vadilal , Kaware, Freshina ,
Intrsted :- nil
Avg Sales per outlet :- Rs 17,000 to 19,000

Remarks :-

• Viman Nagar is only area where response is high


• If this area is targeted defiantly Dinshaw’s can make some more outlets
• On an average response is good
• some of the retailers (sweet marts)on the way are interested .
• There is Awareness of brand in the sophisticated area such as Viman nagar ,
Kalyani nagar
• Demand for good service during seasons.

I.B.M.R.D. A’Nagar
A-Nagar Road

Areas No of outlet Potential % age


Viman Nagar 10 3 30%
Kalyani Nagar 15 0 0%
Vadgaon sheri road 6 1 17%
Solapur Bypass 1 1 100%
Chandan Nagar 12 0 0%
44

0%
20%

Viman Nagar
0%
Kalyani Nagar
Vadgaon sheri road
11%
Solapur Bypass
Chandan Nagar
69%

Market Share

Amul 18
Vadilal 11
K.W. 5
Dinshaw’s 1
others 10

22%

Amul
41%
Vadialal
2%
K.W.
Dinshaw s
11%
others

24%

I.B.M.R.D. A’Nagar
5 ) Old Pune – Mumbai Bypass

Khadaki Station :-
No of outlets visited :- 3
Market leader :- Amul
Existing brands :- Amul , Vadilal ,
Intrsted :- nil
Avg Sales per outlet :- Rs 17,000 to 18,000

Bopodi

No of outlets visited :- 8
Market leader :- Kwality walls and Amul
Existing brands :- Amul , Vadilal , Delezia , Kwality walls
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000

Kasarwadi

No of outlets visited :- 12
Market leader :- Amul
Existing brands :- Amul , Vadilal , Pastonji
Intrsted :- 3
Avg Sales per outlet :- Rs 15,000 to 20,000

Vallabh nagar

No of outlets visited :- 3
Market leader :- Amul and local
Existing brands :- Amul , Vadilal , Kwality walls , Delezia
Intrsted :- nil
Avg Sales per outlet :- Rs 25,000 to 27,000

I.B.M.R.D. A’Nagar
Kharalwadi

No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Delezia , Zebra ,
Intrsted :- nil
Avg Sales per outlet :- Rs 12,000 to 15,000

Pimpari

No of outlets visited :- 10
Market leader :- Amul
Existing brands :- Amul , Vadilal , Dinshaw’s , Delezia
Intrsted :- 2
Avg Sales per outlet :- Rs 20,000 to 25,000

Chinchwad

No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal , Kaware , Kwality walls ,
Pastonji,
Intrsted :- 2
Avg Sales per outlet :- Rs 17,000 to 20,000

Akurdi

No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal, Kwality walls
Intrsted :- 1
Avg Sales per outlet :- Rs 20,000 to 25,000

I.B.M.R.D. A’Nagar
Nigadi

No of outlets visited :- 7
Market leader :- Vadilal
Existing brands :- Amul , Vadilal , Funtacy , Zebra
Intrsted :- nil
Avg Sales per outlet :- Rs 20,000 to 25,000

Remark :-

• Amul and Vadilal has maximum share on the highway


• Dinshaw’s found to have better number of outlets in Chinchwadgaon.
• Some of outlets demands free freezer claiming higher sales .
• Many retailers will think after December .
• Few of the sweet marts willing to start ice-cream business after Diwali , so they
should not neglected .
• Some of local players have better existence in the area such as Delezia , Zebra
ice-cream .
• To increase the sales it is necessary to have outlets at strategic places , such as
Nigadi PMT stop
• Dinshaw’s Has good Market share in Chinchwad especially Chinchwadgaon

I.B.M.R.D. A’Nagar
Old Pune Mumbai Highway

Areas no of outlet potential %age


Khadaki station 3 0 0%
Bopodi 8 0 0%
Kasarwadi 12 3 25%
Vallabhnagar 3 0 0%
Khalarwadi 5 0 0%
Pimpari 10 2 20%
Chinchwad 5 2 40%
Akurdi 5 1 20%
Nigadi 7 0 0%
58

0% Khadaki station
19%
24% Bopodi
Kasarw adi
0% Vallabhnagar
0% Khalarw adi
Pimpari
Chinchw ad
19% Akurdi
38% Nigadi

Market Share
Amul 21
Vadilal 15
K.W. 12
Dinshaw’s 8
Others 10

others
15%
Amul
32%
Amul
Dinshaw s
12% Vadialal
K.W.
Dinshaw s
others
K.W.
18%
Vadialal
23%

I.B.M.R.D. A’Nagar
6) Kothrud To Malwadi

Karve Nagar
No of outlets visited :- 5
Market leader :- Amul
Existing brands :- Amul , Vadilal , Sujjata , Funtacy
Intrsted :- nil
Avg Sales per outlet :- Rs 15000 to 20,000

Warje – Malwadi

No of outlets visited :- 7
Market leader :- Dinshaw’s & Amul
Existing brands :- Amul , Dinshaw’s Vadilal , Freshina ,
Intrsted :- 1
Avg Sales per outlet :- Rs 15,000 to 20,000

Remarks :-

• Dinshaw’s has good market share especially in Warje Malwadi .


• Near about all the sweet mart sells the ice cream
• People are reluctant to change especially from Karve statue to Karve
nagar.
• One Excellent parlor of Natural ice cream with good sales .
• One sweet mart owner complaining about the service of Dinshaw’s and
finally he left the business which lasts for 7 years . and now he is selling
Vadilal ice-cream.

I.B.M.R.D. A’Nagar
Kothrud To Malwadi

Areas no of outlet potential %age


Karve Nagar 5 0 0%
Warje-Malwadi 7 2 29%
12

Karve Nagar

Karve Nagar
Warje-Malw adi

Warje-Malw adi

Market Share

Amul 5
Vadilal 4
K.W. 0
Dinshaw’s 6
Others 3

others
17%
Amul
28%

Amul
Vadialal
K.W.
Dinshaw s
Dinshaw s others
33%
Vadialal
K.W. 22%
0%

Average Sales (In Rs.) During Feb to July

I.B.M.R.D. A’Nagar
Area Avg Sales
Hadapsar 8333
Alandi Road to Vishrantwadi 13500
Yerwada 19166.33
A' Nagar Road 18300
Mumbai Pune Highway 20333
Kothrud To Waje Malwadi 17500

Avg Sales

25000

20000

15000
Rs.

10000

5000

0
Hadapsar Alandi Road to Yerwada A' Nagar Road Mumbai Pune Kothrud To
Vishrantwadi Highway Waje Malwadi
Area

Market Share of All players in Outskits of Pune city of above areas

I.B.M.R.D. A’Nagar
Dinshaw’s 10.50%
Kwality Walls 8.66%
Amul 36.66%
Vadilal 27.83%
Others 15.16%

Dinshaw’s
Others
11%
15%
Kwality Walls
9%

Dinshaw’s
Kwality Walls
Amul
Vadilal
Vadilal
28% Others

Amul
37%

AREAWISE BRAND AWARENESS

I.B.M.R.D. A’Nagar
Area No of Outlet %age
Hadpasar 30 85%
Alandi Road to Vishrantwadi 5 22.72%
Yerwada 15 51.72%
A’Nagar Road 12 27%
Old Pune - Mumbai highway 29 50%
Kothhrud To Warje –Malwadi 11 91.66%

Brand Awareness
100% Hadpasar
90%
80% Alandi Road to
Vishrantwadi
awareness %age

70%
60% Yerwada
50%
40% A’Nagar Road
30%
20% Old Pune -
Mumbai highway
10%
0% Kothhrud To Warje
1 –Malwadi

Area

MARKETING STRATEGY

I.B.M.R.D. A’Nagar
Target Market and overall marketing strategy .

With more than 100crore population and rapidly growing middleclass and the

worlds largest democracy offers a remarkable opportunity. India has a relatively small ice-

cream industry with less number of multinationals and warm environment This represent an

environment of competitive advantage for the superior trademark appeal and produced quality

of Dinshaw’s ice-cream.

With entry of Amul Ice-cream and multinationals like Kwality walls a product

of Hindusthan Lever Ltd. Dinshaw’s facing heat of competition , so it needs to plan its

strategy . and marketing program .

The marketing mix is used which is a set of tools the firm uses to pursue its

marketing objectives in target market.

There are four tools are as follows

Product

Price

Place &

Promotion

PRODUCT

I.B.M.R.D. A’Nagar
Product is the first of the four P’s of the marketing , Though each of the four p has its

unique position in the marketing mix of the firm , product has a very special position as it

constitutes substantive elements in any marketing offer . The other elements of marketing

price and promotion are normally employed to make product offering unique and distinct .

Product is the number one weapon in the marketing arsenal.

Dinshaw’s has wide range of products from scoop to family packs .

Type Quantity

Cups 50 ML.

Fundae
Strawberry
Vanilla

Big Cups 100 ML.

Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla

Bars

Ice Lolies 50 ML.


Heart Beat 100ML
Tripple Treat 100 ML
Champ Chocobar 100 ML.
Chocobar 100 ML.
Kulfi 100 ML.

Take Home Packs


Family Tubs 500 ML.

I.B.M.R.D. A’Nagar
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal
King Alphanso
Fruit Overload
Choco Chips
Butter Scotch
Pineapple Supreme

Smart Packs 400 ML. & 900 ML


Smart Raspberry .
Smart Mango Tago

Family Packs 500 ML.

Vanilla
Starwberry
Pista

Party Packs 1000 ML

Kesar Pista
Butter Scotch
3 in 1
Strawberry(33% extra)
Vanilla (33% extra)

Log 750 ML.


Lamour

Club Pack 2 Ltr.

Novelties

I.B.M.R.D. A’Nagar
Sundaes
Maha Sundae 150 ML.
Butter Scotch 100 ML
Mocha Almond 100 ML
Fruity Fundae 100 ML

Novelties 150 ML.


Cassatta
Flora Kulfi
Yorker

Cones

Carnival 120 ML.& 60 ML.

Butter Scotch
Choco chips
Orange city
Badam Roasted

PROMOTION

I.B.M.R.D. A’Nagar
Promotion is the major components of the companies total marketing mix . it is the

most substantial component . It intent is to inform persuade and influence people . It is a

basic ingredient in non price competition and it is essential element in marketing . Promotion

decisions must be integrated and co-ordinated with rest of the marketing mix so that it may

strategy.

As Ice-cream is an FMCG product creating and retaining awareness has much

importance. So Dinshaw’s carries promotions such as

• Special price offers during Ganesh Festivals.

• Distribution of coupons in college on friendship day

• Dinshaw’s “Dil Deke Dekho offer” on Valentine day which gives redeemable coupon

to attract youth.

• “Deepawali Dhamaka ” offers given new retailers .

These promotional tools constantly helps to make awareness.

PRICE

I.B.M.R.D. A’Nagar
The price is the exchange value of the product , It is value expressed in terms of

monetary medium of exchange . It is a link that binds the customer and the company . It helps

to establish a mutually advantageous economic relationships and facilitates the transfer of

ownership of goods and services from the company to buyers , Price serves to bring supply of

goods and services produced in equilibrium with the quantity demanded.

The pricing of the Dinshaw’s’ products are higher as compared with their competitors ,

Due to this Dinshaw’s products gets differentiated and placed in the executive class of the

society .

The company claims though its price is high because of its quality products , and using

the skimmed Milk fats more as compared to others .

The price of almost all the products of Dinshaw’s are near about 20% higher than

Amul, 18 –22 % than local companies .

The is constantly keeping the eyes on the local as well as national players and do in its

next business strategy the company thinking to reduce price of all the products

ANALYSING AND INTERPRETETION


TABLE 1

I.B.M.R.D. A’Nagar
Storage Facility Number of Outlets Percentage
Own storage 65 32.5%
Provided by Company 86 43%
On lease 49 24.5%

TABLE 2

Credit period

Company Days
Amul. 7-8 days
Vadilal 7 days
Kwality Walls 5-6 days
Dinshaw’s 7 days
Others 10 –15 days

TABLE 3

Company Major complaint Rating


Amul About the Packing (Sometimes) ***
Vadilal not having friendly relation with **
distributors and not on time delivery
Kwality –Walls Delivery time is high **
Dinshaw’s Poor service during peak season **
Others Always about Quality *

Rating levels

**** 100% satisfied

*** more than 80%

** more than 60 %

* Below 60%

I.B.M.R.D. A’Nagar
TABLE 4

Dealer Margins

Company Percentage
Amul 17.85%
Vadilal 22.65%
Kwality- Walls 19%
Dinshaw’s 18.5%
Others 20% to 30%

TABLE 5

Market share (Product wise)

Product Percentage
Strawberry 30%
Chocolate 18%
Mango 18% (high in summer)
Vanilla 14%
Others 20%

TABLE 6
Importance of Attributes

Attributes Most Important Total


Important
Taste 39 29 78
Price 58 31 89
Company Image 10 3 13
Advertisement 15 5 20

I.B.M.R.D. A’Nagar
INTERPRETATION
Table 1

• Most Companies supports for the storage system , to keep loyalty

• Amul and other local companies provides refrigerator on lease basis .

Table 2

• The credit period given by most of the companies is between 7 to 8 days

which is market trend , however the local companies are trying to give it

more as a part of marketing strategy.

Table3

• It was observed that almost all the dealers are complaining for many

reasons.

I.B.M.R.D. A’Nagar
• 4 star system is used to find the satisfaction level .

• Amul retailers are satisfied with more than 80 % due to good service .

but still complaining about loss due faulty packing .

• Vadilal is struggling to find a tune with their Dealer distributor Network.

Table 4

• Local Companies are giving more and more margins trying to push their

brands sometimes it exceeds beyond 30%

• All other companies are giving almost same margin , excluding Vadilal

with 22.65%

Table 5

• Even after the entry so many differentiated product ranges Strawberry is

still ruling the market .

• Mango flavor is catchy during summer season. With more than 28%.

Table 6

• People It is observed that the people in outskirt of Pune city are just more

conscious about Price than Taste .

44% price conscious

39% taste conscious

I.B.M.R.D. A’Nagar
6.5% company image

10% Advertisement

These are the four factors which affects the buyers decision process

CONCLUSION
1) The response form the Dealers of various companies varies form place to place

2) Amul has highest number of dealers, and then Vadilal. With market share of 36.66%

and 27.83% respt.

3) The Amul Retailers are gets tapped and are become more loyal to company than any

other and most of them do not think to change

4) The local Players are playing with their pricing strategy as a their , which are giving

higher margins .

I.B.M.R.D. A’Nagar
5) It is observed that where-ever there is Depot or Distributor of any company the

surrounding market scenario is in his favor .

6) If Vadilal and some local company outlets are targeted in Dec- Jan then

approximately 20 to 25% will get convert .

7) Taste and price are the two main attributes that people feel important for the purchase

of ice-cream.

8) Constant support to the existing Dinshaw’s dealers will help in long term

SUGGESTION / RECOMMENDATION

1) India has a good potential market for the ice-cream, research shows that an average

Indian eats ice-cream four times a year so company must try to increase this rate by

promoting effective campaign.

2) During survey it was found that Dinshaw’s has less visibility , which has capability to

retain image in consumers mind. So it is very necessary to increase it .

3) Dinshaw’s Pricing structure is much higher as compared to nearest competitors .so it

should be competitive and upgraded . because the 44% consumers are price conscious.

I.B.M.R.D. A’Nagar
4) Pune has lots of nearby places for picnic, which remains overcrowded on weekends , so

more mobile vans should be added to increase the sales.

5) Some of the innovative ideas should be made for the high selling retailers. Such as

forming the club and giving them special packages. Which will encourages the dealers.

6) To attract youths , sponsorship programs needs to be taken .

LIMITATIONS
Necessary precautions was taken in drawing meaningful inferences based on the data

gathered. Although extreme care was taken to best of my knowledge , some findings may not

be that accurate .

1. The most signified limitation has been the individuals involved in this study had a little

experience.

2. The sample size selected for the survey was too small as compared to large population.

3. Since ice-cream being an entertainment retailers are not able to highlight the exact

attributes.

I.B.M.R.D. A’Nagar
4. The project was carried out only in the outskirts of Pune city : so findings on data

gathered can be best true for Pune outskirts only . and not applicable to other parts of

city and country.

5. Due to unavailability of accurate secondary data, our reliance was made on the primary

data.

QUESTIONNAIRE

Questionnaire for Retailer

Name of the entity …………………………………………………………..

Name of the proprietor. …………………………………………………………..

Contact No. …………………………………………………………..

Address …………………………………………………………..

…………………………………………………………..

…………………………………………………………..

1. Do you get regular service and support in right time from the company ?

 Yes  No

I.B.M.R.D. A’Nagar
2. Which is the most favorite flavor ? Why?

3. Do you carry out any sales promotion scheme for the customer ?

 Yes  No ( If yes please specify?)

4. Are you happy with the sales promotions schemes initiated by the company ?

 Yes  No ( If yes please specify?)

5. Do you have any other branches ?

 Yes  No

6. Who is the market leader (pertaining to ice-creams) in your area ?

7. Do you have any special storage facility ?

 Yes  No

8. Does the company provides the storage facility or refrigerator ?

 Yes  No

9. What is the average margin you are getting currently ?

10. What is the credit period you get from the company ?

 Yes  No

11. Which is the peak season, for highest sales ?

I.B.M.R.D. A’Nagar
BIBLIOGRAPHY

1) “Marketing Management”

Phillp Kotler 11th edition 2003

2) “Research Methodology”

C.R.Kothari 2nd edition

3) Business India

I.B.M.R.D. A’Nagar
Acknowledgement

I would like to acknowledge my deep sense of gratitude

to Dinshaw’s Management and all executives who have

directly or indirectly helped me in preparation of Project

report.

First I would like to thank Mr. Pramodkumar Chintawar

(Business Development Manager ) for his kind co-operation

and guidance to enlighten me this project .

I.B.M.R.D. A’Nagar
I would also like to thank Mr. J.P. Pingle (Regional sales

manager ) and Dr. Shirur sir Director (Institute of

Business Management & Rural Development, A’Nagar) who

has guided me in doing this project inspite of their busy

schedule.

Vitthal P. Bodakhe

I.B.M.R.D. A’Nagar
CONTENTS
1) Ice- Cream Industry

2) Company Profile

3) Product Profile

4) Research Methodology

• Objective

• The Prospects

I.B.M.R.D. A’Nagar
5) SWOT Analysis

6) Area Wise Breakup

• Graphs on Area wise interested Retailers

• Market share of each Area

7) Total Market Share

8) Marketing Strategy

• Product

• Price

• Place

• Promotion

9) Analysis and Interpretation

10) Conclusion

11) Suggestions/Recommendations

12) Limitations

13) Questionnaire

14) Bibliography

CERTIFICATE

This is to certify that Mr. Akshay A. Mahajan student of MIT School Of Management

has successfully completed his Project work Titled “ Identifying Potential Prospects &

Marketing Strategy ” in our Organization .

I.B.M.R.D. A’Nagar
His performance has been found to be Sincere & satisfactory .

Project Duration

From 25th May 2004 to 20th July 2004

Promodkumar Chintawar

Business Development Manager


Dinshaw’s Dairy Foods Ltd . Pune .

I.B.M.R.D. A’Nagar
Marketing Management by Dr. Philip Kotler

Business India

Times of India
CERTIFICATE

This is to certify that Mr. Vitthal P. Bodakhe student of INSTUTUTE OF BUSINESS

MANAGEMENT &RURAL DEVELOPMENT has successfully completed his Project work

Titled “ Identifying Potential Prospects & Marketing Strategy ” in our Organization .

His performance has been found to be Sincere & satisfactory .

Project Duration

From 25th May 2004 to 20th July 2004

Promodkumar Chintawar

Business Development Manager


Dinshaw’s Dairy Foods Ltd . Pune .

I.B.M.R.D. A’Nagar