Sales Growth Strategy for Havmor Ice Cream in Gurugram and Faridabad

A
Project Report on
SALES GROWTH STRATEGY FOR GURUGRAM AND

FARIDABAD AT HAVMOR ICE CREAM LIMITED
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
GREATER NOIDA (U.P.)
MAY 2017
Submitted in partial fulfilment of the requirement for the award of the Post Graduate Diploma in
Management 2016-18
UNDER GUIDANCE OF: SUBMITTED BY:
Prof. Dhruva Chak Monil J Shah

16DM127
SUBMITTED TO: PGDM (Marketing)
Section B
1. Prof. Dhruva Chak (Academic Mentor) Batch 2016 - 18
2. Mr. Shashi Shekhar (Industry Mentor)
1|Page
TABLE OF CONTENTS:
SUMMER INTERNSHIP CERTIFICATE…...........................................4
ACKNOWLEDGEMENT…......................................................................5
LETTER OF TRANSMITTAL..................................................................6
LETTER OF AUTHORISATION…........................................................7
EXECUTIVE SUMMARY…....................................................................8
ABOUT THE PROJECT.........................................................................10
INTRODUCTION OF ICE CREAM INDUSTRY…..............................10
MAJOR PLAYERS OF ICE CREAM MARKET…................................11
MARKET SHARE…................................................................................12
CHALLENGES FACED BY ICE CREAM INDUSTRY…....................13
INTRODUCTION ABOUT THE HAVMOR…......................................14
HISTORY….............................................................................................15
MISSION OF THE COMPANY….........................................................16
PLANT LOCATION AND LAYOUT….................................................18
RAW MATERIAL...................................................................................19
PRODUCT PORTIFOLIO…...................................................................21
SWOT ANALYSIS..................................................................................25
MARKETING MIX…............................................................................26
SEGMENTATION TARGETING AND POSITIONING......................29
LITERATURE REVIEW........................................................................30
CURRENT FUNCTIONING…...............................................................32
PROJECT OBJECTIVE...........................................................................34
METHODOLOGY...................................................................................34
ANALYSIS OF VRS POINTS.................................................................37
ACHIEVEMENTS...................................................................................54
CHALLENGES FACED..........................................................................55
COMPETITORS.......................................................................................56
SURVEY...................................................................................................57
CONCLUSION AND RECOMMENDATIONS......................................60
LEARNING EXPERIENCE…................................................................63
QUESTIONAIRE….................................................................................64
REFERENCES..........................................................................................68
LIST OF CHARTS AND GRAPHS
Market share of each player in the industry............................12

Preference of ice cream on age group......................................57
Preference of ice cream on type of packing in retail store.......57
Preference of ice cream on flavor in retail stores.....................57
Importance parameter while purchasing ice cream..................57
Brand preference......................................................................57
Preference of ice cream on flavor by consumers......................58
Preference of ice cream on type of packing by consumer.........58
Place of purchase by consumer..................................................58
Compliments preferred by consumer along with ice cream......58
SUMMER PROJECT CERTIFICATE
This is to certify that Mr. Monil J Shah Roll No. 16DM127 a student of
PGDM (Marketing) has worked on a summer project titled “Sales
Growth strategy for Gurugram and Faridabad at Havmor ice cream
Limited after Trimester-III in partial fulfillment of the requirement for
the Post Graduate Diploma in Management programme. This is his
original work to the best of my knowledge.
Date: Signature
Prof.Dhruva Chak
BIMTECH SEAL
ACKNOWLEDGEMENT
I would like to acknowledge my gratitude and thanks to all the people who helped me in
completing my project. To begin with, I would like to extend my sincere thanks to Mr. Ahtesham
Hasan Khan Sir, Assistant General Manager sales and Mr. Shashi Shekhar sir, Regional sales
Manager of Havmor Ice-cream LTD for mentoring me and providing me an opportunity to do
my summer internship at Havmor Ice-cream LTD. I would like to thank Mr. Amit Bhardwaj Sir,
Area sales Manager In-charge, Havmor Ice cream Gurugram and Faridabad Division, and Mr.
Rajneesh Tripathi sir and Mr. Sunil sir, Executive for Vending in Gurugram and Faridabad
Division for mentoring my project. Without their guidance, support, and valuable suggestions it
would not have been possible to complete my project.
I also sincerely thank Prof. Dhruva Chak sir, my faculty mentor at BIMTECH, who took time out
to provide his valuable suggestions, shared his rich experience, and helped me script down the
exact requisites.
Last but not least, I would like to thank all the vendors and distributors for sharing their
experience and giving their valuable time to me during the course of my project.
Monil J Shah
16DM127
LETTER OF TRANSMITTAL
Birla Institute of Management Technology,

Plot no. 5, Knowledge Park-II, Institutional Area,
Greater Noida (NCR), U.P. – 201306,
Date: May 29, 2017
Mr. Shashi Shekhar sir,

Regional Sales Manager
Havmor Ice cream LTD
111, DDA Auto complex
GK-1 (110048)
Dear Sir,
Subject: Summer Project Report
Attached herewith is a copy of my summer internship project report entitled “SALES GROWTH STRATEGY
FOR GURUGRAM AND FARIDABAD AT HAVMOR ICE CREAM LIMITED” which I am submitting in
order to mark the completion of my 8 week summer project at your organization. This report was prepared by me
using the best of practices and summarizes the work performed on the project and is being submitted in partial
fulfillment of the requirements for award of post-graduation diploma.
I would like to mention that the overall experience with the organization was very enriching, and helped me
understand how work is carried out in real practice with the help of your esteemed organization. I feel honored
that I got an opportunity to work with Havmor Ice cream Ltd, a company of great national repute.I hope I did
justice to the project and added some value to the organization. Any suggestions or comments would be
appreciated.
Yours truly,
Monil J Shah
LETTER OF AUTHORIZATION
I, Monil J Shah a student of Birla Institute of Management Technology (BIMTECH), hereby

declare that I have worked on a project titled “Sales Growth strategy for Gurugram and
Faridabad” during my summer internship at “Havmor Ice cream Limited”, in partial
fulfillment of the requirement for the Post Graduate Diploma in Management program.
I guarantee/underwrite my research work to be authentic and original to the best of my

knowledge in all respects of the process carried out during the project tenure.
My learning experience at Havmor Ice Cream Limited, under the guidance of Mr. Shashi
Shekhar sir, Regional Sales Manager, Havmor Ice Cream Limited and Prof. Dhruva Chak sir,
Marketing Faculty, Bimtech, has been truly enriching.
Date: May 29 2017
Monil J Shah
EXECUTIVE SUMMARY:
The current ice cream market in India stands at RS 3000 Crore and is set to further expand with
the presence of new competitors in the market. The already big players are also looking to
expand their well-established setups with companies such as Amul, Vadilal, cream bell, Mother
dairy, kwality walls, Havmor and Baskins and Robbins looking to further expand their business.
The ice-cream market has been through an evolution where in the category has grown in shape
and form right from consumer perception to the products and services being offered to the
consumer. Ice-cream, which was considered an indulgent and impulse category in the past, has
now evolved to a stage where it is largely and happily perceived as a snacking on the go or the
family option by consumers at large. This change in customer perception has come about thanks
to increasing disposable incomes and greater discretionary spending in general. Also, the
growing reach of the media has allowed operators in this category to expand their range and
recall value. The change in the perception of consumers has allowed the category to grow in
volume. Ice-cream, as a category, has been growing at a healthy CAGR of ~15-20% over the
past few years.
Havmor was started in the year 1944 by Mr. Satish Chona. Havmor tops in authentic north
Indian cuisines and is one of the most fast growing ice-cream brands in India. Havmor has more
than 30000 outlets Pan India. It has over 160 ranges of ice-creams. The mission of the company
is to expand Pan India and become a 1000 crore Company by the year 2020. The motto of the
company is goodness (achai), Truthfulness (sachai) and cleanliness (safai).
Havmor ice cream is available across more than 30000 outlets across Gujrat, Maharashtra, Delhi,
Karnataka, Haryana, Uttar Pradesh Rajasthan, Madhya Pradesh, Chhattisgarh and
Telengana.Taste quality and innovation are the basic fundamentals of Havmor. Havmor has a
capacity of producing close to 200,000 liters of ice-cream per day through state-of-the-art, ISO
22000:2005 and HACCP certified manufacturing facilities. Havmor is now under the dynamic
leadership of Mr. Ankit Chona, as MD, who figures among the third generation of thought
leaders in the ice-cream industry. He is the driving force behind expanding the legacy of
Restaurants (now 1944) as well as popularizing the Company owned Ice cream and Fast Food
Parlor’s.
Havmor has 160 different varieties of ice creams, assorted candies, topo cones, ready to eat cups,
novelties and bulk packs. Havmor is also known for one-of-a-kind range of ice cream cakes and
rainbow sparkle that creates an amazing sensation on the taste buds. Very frequently some
bizarre flavors are launched like real mango, Thandai, Ladoo and many more just to create pure
excitement among the customers. In every three months the company introduces new flavors by
the name of “flavor of the month” for customers.
Havmor has won many awards. The brand logo was featured on the big league-3 F1 racing car
which was organized by Vodafone. Havmor has won the TIMES FOOD AWARD for best ice
cream brand consecutively for eight years from 2009 to 2016.Havmor has also won the highest
number of awards for best ice cream in the “The great Indian ice cream contest season 5”
organized by DuPont in partnership with IDA.
Havmor’s goal is to be a 1000 crore in revenue by the year 2020.Havmor has setup a new
production plant in Faridabad to cater to the northern markets and to expand its capacity at the
Gujarat plant from 2.5 lakh liter a day to 3.5 lakh liter per day. The first billing in the Faridabad
plant was done on 1 April 2017.
Havmor was launched in Faridabad on December 2016 and in Gurugram in February 2017. Ice
cream was distributed to these places from the carrying and forwarding point situated in Kundli
which used to get from the Ahmedabad plant. Now Gurugram and Faridabad get ice cream
directly from the plant located in Faridabad. Ice cream is sold in retail store and pushcarts in
these places. There are distributor points situated at every location. From the distributor point the
ice cream is transported to different retail stores and VRS points with the help of cold storage
van. Every VRS point has a key contact person and different pushcarts in it. These pushcarts are
operated with the help of vendors.
Havmor ice cream is sold in Gurugram and Faridabad with the help of retail stores and vending
operated by Vendors who sell it by running pushcarts on-road. Vending almost contributes to
overall 60% of the total sales of the ice cream. There are different VRS points situated in
different parts of the city from which the vending is operated. It is very important to ensure
proper storage facilities at every VRS point so that vendors don’t have to wait for the distributor
to give them the stock. Each pushcart present at every VRS point should be well equipped with
proper lights and batteries so that vendors don’t find any difficulty to carry out night vending.
Gate meetings and
night vending are important parameters to understand the working nature of the vendor as by
giving them proper training the overall sales can be improved.
Analysis of all the 13 VRS points located in both Gurugram and Faridabad was carried out. Daily
Gate meetings were carried out in which interaction with vendors regarding the filling schemes,
consumer promotion and methodology of selling ice cream so as to maximize the daily sales and
profits was carried out. The problems faced by the vendors was understood and were resolved so
that the vendors don’t face any issues. After analyzing all the VRS points suggestions at every
VRS points were implemented as a result of which the sales of the Havmor ice cream through
vending have increased about 15% in Gurugram from the month of April to May, and about 43%
in Faridabad from April to May and the number of pushcarts have increased in Gurugram from
32 to 51.
ABOUT THE PROJECT:
The time allotted for summer internship was utilized to study “SALES GROWTH STRATEGY
FOR GURUGRAM AND FARIDABAD AT HAVMOR ICE CREAM LIMITED”.
INTRODUCTION OF ICE-CREAM INDUSTRY:
The Ice Cream Market in India is an important segment of the FMCG sector in India.
Consumption of ice creams is high during summers in India as the summers are extremely hot.
The Ice Creams provide a cool relief from the sweltering heat of the sun. The cold dollops and
ice candies are enjoyed by people regardless of age.
The ice cream market in India is estimated to be around INR 3,000 crores, of which over 40%
belongs to the organized sector growing at about 15% Y-o-Y. Amul leads the pack with about
32- 36% market share (5% of its total revenues), followed by Kwality Walls & Vadilal with
about 12- 14% share each. These players not only have to fight the small local and cottage
industry players, but also the fact that the Indian cuisine itself offers a large variety of desserts
like the traditional mithai which are still preferred by most Indians. Due to this reason, the per
capita consumption of ice creams in India is about 400ml per annum, 1.4% of that in US, and
13% of the world average,
which can be seen as a huge opportunity in this sector in India attracting new regional, national
and overseas entrants.
MAJOR PLAYERS OF ICE-CREAM MARKET:
Amul: The Amul of the Gujarat Co-operative Milk Marketing Federation (GCMMF) is one of
the major ice cream brands in India. The Amul brand of Ice Creams is worth Rupees 3,500 crore.
The company has invested nearly Rupees 120 crore for expanding its capacity to 1.8 million
liters per day in the period 2005 - 2007. Amul has introduced several unique flavors like creamy
almonds, lychee, and figs. Also being the first ones to introduce sugar free ice creams for the
health conscious. Amul is a statement for quality food products and is extremely popular.
Kwality Walls: This brand is owned by Hindustan Lever Ltd (now UniLever) and
is another popular ice cream brand. The company offers a variety of flavors, which are enjoyed
by different age groups. In the year 2004, Kwality Walls earned Rs.93 crore by selling 8.60
million liters of ice-cream.
Mother Dairy: The product introduced by the National Dairy Development Board, has a
superficial penetration in the Ice Cream Market. Mother dairy compete with Amul in the respect
that they like Amul make the majority of their ice with milk fats instead of vegetable fats which
are cheaper.
Cream Bell: The Company started in 2003, in collaboration with French dairy major Candia.
Cream Bell has approximately 15% market share in the Indian ice cream industry with a
presence in 19 states which covers the top 40 cities in India. Cream Bell has three manufacturing
plants across India: Baddi, Goa and Kosi near Agra, and 35,000 retail outlets across the country.
According to Cream Bell, the company has grown six times from 2008 to 2013.
Market share of each player in the industry
Brand name Percentage Share
 Amul 36 percent
 Kwality walls 14 percent
 Mother dairy 8 percent
 Vadilal 12 percent
 Cream Bell 6 percent
 Regional and niche 22 percent

Source of data
The ice cream market in India is estimated to be around INR 3,000 crores, of which over 40%
belongs to the organized sector. Amul leads the pack with about 36% market share, followed by
Kwality Walls & Vadilal with about 12-14% share each.
CHALLENGES FACED BY THE ICE-CREAM INDUSTRY:
The seasonal nature of the ice cream industry in India holds especially true for the northern parts
of the country. Bulk of the sales of ice cream usually takes place during the summer months of
April-July, while the sales witness a relative dip during winter period that is from November-
February. Additionally, the seasonality of events like marriages affects sales in a big way,
although institutional sales provide some sales in order to overcome the losses through
marriages. But what makes the situation worse is low supply of electricity in some states,
especially during the high demand summer months that affects the ice cream stocks so having a
proper storage facilities is really important as without which the ice cream easily melts and once
the ice cream melts it is impossible for it to regain its original shape because of which the ice
cream would not be accepted by the customer. Therefore in order to prevent this it is very
important to have a proper storage facilities and by strengthening the distribution network. On
one hand where as Havmor is trying to increase its reach by adding outlets, restaurant chain ,live
counters so that it can increase its reach across pan India. On the other hand the company is also
focusing on new product launches and television campaigns for consumer activation. Half the
market is driven by impulse purchase, and rest by family consumption at home and in-parlor
sales. There are niche players in the parlor business, with Nirula’s being an established player in
the north region and Naturals in the west; and then there are premium players like Baskin
Robbins, London Dairy and Haagen Dazs. Location is the key here like in any retail business, to
ensure enough footfalls and an optimal rental profile for sustained outlet level profitability.
Brands are coming out with pro-biotic and low fat ice creams targeting the health conscious
consumers, and also new manufacturing processes which reduce air content in ice creams giving
more value for money to the consumers; but the acceptance for such products is still to be put to
a proper test in the market. It is very important to differnate between ice cream and frozen
dessert. According to the Indian rules ice cream as “a frozen product
that contains not less than 10%milk fat”. With vegetable oils some 80% cheaper than milk fats,
certain producers are willing to substitute the ice-cream with this ingredient. This would involve
in accusations around nutrition, authencity and misleading marketing. Overall, the ice cream
market is heating up. What is to be seen is that for whom this heat helps in increasing revenues &
profitability of players.
INTRODUCTION ABOUT THE COMPANY:
Havmor was established before our independence. It was established in Karachi in 1944.It is one
of the most famous brand among customers in Gujarat. The word Havmor is derived from two
English words –Have More. This firm is a partnership form of organization.it represents the co-
operation of four groups interlined with each other.
 Milk producers
 Process of milk in factory for ice-cream.
 Marketers
 Consumers.
The motto of the company is produce ice cream made up only milk at a reasonable cost
with large varieties targeting all the different consumers of all the segments and hence
improve margins for manufactures and reduces costs for consumers. Its objectives was to
see that there was enough milk for everyone in towns. It is the largest fast food chain the
whole country has been maintaining from a long time.
BRIEF HISTORY:
FOUNDER:SATISH CHANDRA CHONA
In 1944, Sir Satish Chandra Chona had a successful career as a Ground Engineer with BOAC,
and then turned a businessman in the field of ice-cream.
This came as a surprise to most of his colleagues and friends. But the bigger surprise was the
product he chose to manufacture -- Ice Creams!
But young Satish Chona had taken the right decision. Once on a vacation, he had already
mastered the art of Ice Cream-making from his uncle, Dinanath Chona, who stayed in Karachi
then. In fact, he already was a taste innovator and always loved experimenting with different
flavors of jellies and unusual Ice Cream ingredients. Then, the Partition of India happened. And
he had to relocate his venture to Ahmedabad, and start a fresh.
His high quality Ice Creams immediately made an impression in the market. Soon, through
continuous innovation in taste and steady facility expansion, he started new trails, and emerged
as a prominent market presence in Western India.
HISTORY:
Small Beginning, Big Vision;
Great Ambitions
Havmor Ice Cream began its legacy in 1944 in Karachi, in undivided India. By 1947, it was a
popular local brand there.
But in 1947, in the wake of the Partition, its founder Satish Chona had to shift into India, with
virtually no moveable assets. Searching for a new turf, he tried out Dehradun and then Indore,
and finally, settled down in Ahmedabad.
It was not a case of ‘brand relocation’, or any marketing strategy. He had to start the venture
from scratch again. In fact, he had to begin from a hand-cart at the Ahmedabad Railway Station,
churning out the Ice Cream manually.
He called this fledgling brand ‘Havmor’ derived from two English word ‘Have More’ -- which
meant the customer got more value for money, and more taste to relish, from the Ice Creams.
Perhaps he didn’t know it then, but he had laid the foundation for one of Western India’s most
enduring market legends.
Today, Havmor Ice Cream is a delicious face of Western India’s daily life, and one of the leading
brands across the whole Gujarat. Havmor ice cream is available across more than 40000 outlets
across Gujrat, Maharashtra, Delhi, Karnataka, Haryana, Uttar Pradesh Rajasthan, Madhya
Pradesh, Chhattisgarh and Telengana.Taste quality and innovation are the basic fundamental of
Havmor. Havmor has a capacity of producing close to 200,000 liters of ice-cream per day
through state-of- the-art, ISO 22000:2005 and HACCP certified manufacturing facilities.
Havmor is now under the dynamic leadership of -Mr. Ankit Chona, MD, and among the third
generation of thought leaders in the ice-cream industry. He is the driving force behind expanding
the legacy of Restaurants (now 1944) as well as popularizing the Company owned Ice cream and
Fast Food Parlor’s.
Havmor has different varieties of ice creams, assorted candies, topo cones, ready to eat cups,
novelties and bulk packs. Havmor is also known for one-of-a-kind range of ice cream cakes and
rainbow sparkle that creates amazing sensation on the taste buds. Every frequently some bizarre
flavors are launched like real mango, Thandai, Ladoo and many more just to create pure
excitement among the customers. In every three months company introduces new flavors by the
name of flavor of the month for customers.
Havmor’s food business is as old as its inception. The brand is iconic not only for ice cream but
also lip-smacking food. It has rapidly expanded its presence in food and catering business as
well. There are about 50 odd eateries and 15 restaurants of Havmor across western India offer
not only signature dishes like Chana-puri, samosas, ready food packs and many more, but the
group also caters exclusively for large scale events through outdoor catering divisions. Havmor
restaurant has options of Punjabi food, south Indian Chinese and continental. Beside the regular
menu fare the restaurants are also known for their food festivals throughout the year with special
focus on Italian, Makai Punjabi, sizzlers etc. Havmor has strategically expanded in different
formats like ice creams, fast food parlors restaurants and Hotch-potch which is a cold stone ice
cream parlor.
Havmor has won many awards. The brand logo was featured on the big league-3 F1 racing car
which was organized by Vodafone. Havmor has won the TIMES FOOD AWARD for best ice
cream brand for consecutive eight years from 2009 to 2016.Havmor has also won the highest
number of awards for best ice cream in the “The great Indian ice cream contest season 5”
organized by DuPont in partnership with IDA.
Havmor’s goal is to be a 1000 crore company in revenue by the year 2020.Its success also lies in
the company focus on extensive training and development modules, investments in R&D, and a
consistent policy of reward and recognition along with technological advancements like the
implementation of SAP.
Havmor has setup a new production plant in Faridabad to cater to the northern markets and to
expand its capacity at the Gujarat plant from 2.5 lakh liter a day to 3.5 lakh liter per day. The
first billing in the Faridabad plant was done on 1 April 2017.
Havmor was launched in Faridabad on December 2016 and in Gurugram in February 2017. The
ice cream were distributed to these places from the carrying and forwarding point situated in
Kundli which used to get from the Ahmedabad plant. Now Gurugram and Faridabad get directly
ice cream from the plant located in Faridabad. Ice cream are sold in retail store and pushcarts in
these places. There are distributor points situated at every location. From the distributor point the
ice cream is transported to different retail stores and VRS points with the help of cold storage
van. Every VRS point has a key contact person and different pushcarts in it. These pushcarts are
operated with the help of vendors.
MISSION:
Satish Chona, the founder of Havmor, began his enterprise half a century ago with a
simple guideline -- Achai, Sachai, Safai (Goodness, Truthfulness, and Cleanliness).
The succeeding generations at the helm of the company translated this axiom into a way of life
and business. Only the finest ingredients go into the making of Havmor Ice Creams. The whole
manufacturing process conforms to global standards of hygiene. And the company’s trade
practices are kept totally transparent.
Based on new generation technology and in-house R&D, the company keeps formulating new
tastes at frequent intervals, and surprising its consumers. It has also diversified into other food
items, through a high profile Restaurant Chain.
Today, six decades later, Satish Chona’s simple philosophy still continues to be the corporate
axiom of the Havmor conglomerate and the company values its entrepreneurial self-esteem,
market image and reputation for financial uprightness above its pure business interests.
LOCATION AND LAYOUT:
Havmor’s major production plant is situated in the Naroda region in Ahmedabad and the
company has setup a new production plant in Faridabad to cater to the northern markets and to
expand its capacity at the Gujarat plant from 2.5 lakh liter a day to 3.5 lakh liter per day. The first
billing in the Faridabad plant was done on 1 April 2017. More than 160 varieties of ice cream are
manufactured in the plant. Within the plant all the equipment’s are equipped with the latest
technology. Several systematic processes are undertaken in creaming before the milk &
milk products reach the hands of the final consumer. Because of the processing the life
expectancy of these perishable items increases to around 12 months and they may be preserved
and retained for a longer period without any deterioration in the quality.
RAW MATERIAL:
The raw material procurement system is as follows:
Milk is one of the most important raw materials used for making ice cream which is
delivered by a producer. It is measured and a sample is drawn for testing its quality.
Individual milk quantities are measured, sampled, analyzed and paid for accordingly.
Payment due is worked out on the basis of the quality, and the company delivers the
quantity of the milk directly to dairy.
The company purchases sugar in bulk as it is used in ice cream. Special attention is given
to dry fruits because they are costly. They are purchased, cleaned and used after cutting.
Only colors & flavors, which are permitted by government, are used. The various
processes under gone by the dairies are as follows: -
Pasteurization:
The word “Pasteurization” has been derived from an eminent French Scientist, Louis
Pasture, who studied that heating of liquids, to a high temperature considerably improves
their qualities and helps in for storing them for a longer period of time. This process is
widely employed in almost all the dairy operations. In general, pasteurization involves
the heating of milk & milk products to a very high temperature which destroys almost all
the micro organization present, and that too without significantly affecting the properties
of these products.
The milk is then warmed nicely and from this milk the cream is produced. Since the milk
is refined and tested in the dairy itself there is no need for the milk to be tested again.
While making the cream necessary ingredients like dry fruits, stabilizers and chemicals
are added in it. Sugar is mixed in milk while warming the milk. Cleaning of dry fruits and
cutting of dry fruits is done with the help of machine in a systematic manner. Like
this different varieties of ice creams of different quantities are produced. Then they are packed
and stored in a cold storage room which is maintained at a temperature of –25% Celsius to –30%
Celsius.
From the plant the following steps are carried out:
PLANT
CARRYING AND FORWARDING AGENTS
DISTRIBUTOR POINT
RETAIL STORE
VRS POINT
CUSTOMERS CUSTOMERS
All the products are manufactured under AGMARK standard.

PRODUCT PORTFOLIO:
Havmor has a wide product range of more than 160 varieties of ice-creams, assorted candies, topo
cones, ready to eat cups, novelties and bulk packs. Havmor is also known for one-of-a-kind range
of ice-creams like Choco nutty, ice-cream cakes and rainbow sparkles that creates an amazing
sensation on taste buds. Frequently in every three months new flavors of ice-creams are
manufactured by the name “flavor of the month”. The present ice-creams under flavor of the
month are Thandai, fresh mango and cranberry white chocolate. Attractive offers are also given
to the customers so that a good brand image can be created in the minds of the customers.
Few products prepared are described below:
ICE CANDIES
Rocket candy BLOCKBUSTER
(55ml) Kacchi Keri Cookie Cream (90ml)
(50ml) Orange Bar Pink Currant (90ml)
(50ml) Aam Candy Choco Truffle (90ml)
(70ml) Fruito Grape Mango Magic (90ml)
(70ml) Fruito Guava Almond Mocha
(70ml) Tiranga (90ml)
(50ml)
KULFIES
BARS
Chowpathy Kulfi
Classic Chocobar (50ml)
(70ml) Bombay Kulfi
Mini Chocobar (35ml)
(50ml) Pista kulfi
Zulubar (80ml)
(45ml)
Mawa Tillewali Kulfi (50ml)
TOPO CONES
SPECIALITY
Ringo Bingo (70ml)
Black Forest Ice-cream pastry
Magic Cone (50ml)
(100ml) Cookie Ice cream Sandwich
Havmor Cone (90ml)
(125ml) Sandwich Ice Cream (90ml)
Matka Kulfi (100ml) Butter Scotch (110ml)
Slice Cassata Choco Block (135ml)
(150ml) Raja Rani (110ml)
Choco Almond
(110ml) Turbo Cone
(110ml)
CUPS
Cookie Cream (130ml)
Lonavali (130ml) COMBO PACKS
Chocolate Chips Fresh Orange (700+700 ml)
(130ml) Butter Scotch Fresh Mango (700+700 ml)
(130ml) Vanilla (65ml) Pista (700+700 ml)
Butter Scotch (75ml) Cookie Cream (700+700 ml)
Kaju Draksh (75ml)
READY SUNDAE
Strawberry Sundae (75ml)
Maharaja Sundae (125ml) ROLLCUTS
Pina Lemon Sundae Raja Rani Roll Cut (100ml)
(125ml) Malai Kulfi Roll Cut (80ml)
Choco Brownie Sundae
(125ml) Mango Sundae
(75ml)
DOLLIES
Mango Dolly (60ml) Raspberry Dolly (60ml)
SUNDAE TUBS
Choco nut French Vanilla (750 ml) Havmor Kulfi (750ml)
Moch Brownie Fudge (750ml) Mango Strawberry (750ml)
SIGNATURE TUBS
Nutty Belgium Dark Chocolate (1 liter) Green Tea (500ml)
Rose Petal (1liter) Swiss Chocolate (1 liter) Tender Coconut (1 liter)
CAKES
Chocolate (500ml) Black Forest (500ml)
Golden Fantasy (1000ml)
CHHOTA BEAM
Yo-Yo Sandwich (115ml) FLAVOR OF THE MONTH
Thandai
Jelly Joy Nimbu Cola (50ml)
Fresh
Flying Saucer Candy (70ml)
Mango
Rainbow Sparkle (60ml)
Cranberry White Chocolate
Crazy Cookie cream
(500ml)
The company has different varieties of ice-cream ranging from 5 Rupees to 450 Rupees. The
company focuses on targeting all the segments of the societies. For creating a nice image on the
minds of the customer Havmor has launched several offers for customers they are:
Glass jar offer on combo packs and one liter tubs.
Butter scotch cone offer in which a consumer gets 10 rupees off for a purchase of four butter
scotch cones.
Offer on Bon Bon ice cream for a pack of twenty at a price of 180 rupees.
SWOT ANALYSIS:
STRENGHTS:
• It has world class manufacturing facilities providing excellent quality.
• Huge brand name locally in Gujarat providing a good base to expand.
• Has good reputation and experience for being in the industry since 1944.
• Huge variety in flavors of ice-creams, candies pastries and cakes.
• Good brand recall and wide variety to choose from.
• Variety of products being offered at various price range.
• Only company to offer sugar free and probiotic range of Ice creams.
• Ice creams made from milk fat instead of vegetable fat.
• Extensive distribution network and highly connected cold chain
WEAKNESSES:
• Less visibility and market share across the country because of major players in the
industry.
• Strong competition stiffing its growth.
• Brand visibility lower than other major players.
• Replacement issues take too long to sort out.
• Schemes on bill are weak compared to competitors.
• Margins are not the most attractive.
OPPORTUNITIES:
• Improve distribution network across India and gain market share.

• Proper training to vendors can definitely increase its market share.
• New schemes for customers so that a good brand name can be created in the minds
of the customers.
• Digital advertising for better visibility.
• Increase the number of push carts.
• Premium ice-cream segment to tap the higher disposable income population.
THREAT:
• Threat from the existing competitors as well as local ice-cream brands.
• Most people are not really brand conscious, so loyalty might be an issue.
• Foreign players entering into the market can be a threat to the Indian brand.
MARKETING MIX OF HAVMOR
PRODUCT:
Havmor is one of the most well-known and recognized brands of ice cream in the country with a
diversified product range. The manufacturing process maintains high standards of quality and
hygiene. Few of the products are:
 Kulfis- chowpathy kulfi, rose kulfi...
 Packs- it includes bulk packs, party packs, family packs take away and cups of many
flavors like vanilla, strawberry and many more...
 Ice candies- like rocket candy, orange candy, nimbu cola and many more...
 Sandwich ice cream
 Cassata cut.
 Bars-like mini choc-bar, Zulu bar, almond choc-bar and many more...
PLACE:
Havmor is an Indian brand that has a strong presence in Western part of the country. Its
headquarters base is in Ahmedabad and its market share in Gujarat is estimated at 35%. Havmor
started its operations from Karachi in undivided India before partition and after year 1947,
settled in Ahmedabad in Gujarat. It has a very strong distribution channel that includes more than
five thousand dealers. Havmor has forty ice cream parlors that are located within and outside of
Ahmedabad.
Its manufacturing factory is equipped with ultra-modern machinery and latest technology and is
located at Naroda in Ahmedabad. Havmor has three zonal offices located in Jaipur in Rajasthan,
Bombay in Maharashtra and Ahmedabad in Gujarat. It has sixty-five distributors and an efficient
workforce to provide quick results. Havmor products are easily available to customers through
availability in ice-cream parlors, fast food outlets and restaurants.
PRICE:
Havmor is a brand well-known for offering quality products at consumable prices. The brand
has made it its personal endeavor on providing maximum satisfaction at affordable price range. It
has adopted a reasonable pricing policy so that every customer finds its prices affordable and is
able to purchase products without any price worry. Havmor has decided to extend its network to
several parts of the country and has adopted a competitive and penetration pricing policy to make
a breakthrough in further markets. It has kept its pricing ranges at par with its rival companies so
that it can maintain and create a new consumer base. Havmor is one of the top earners and this is
because of its huge sales volume that results in greater revenues.
PROMOTION:
Havmor has dedicated its journey to its motto Achai, Sachai, Safai and now Navy Su Che has
been added to it. The motto defines the standards maintained by brand in terms of hygiene and
quality. Havmor has taken part in several promotional activities to make its presence known in
every part of India. It recognizes that these are competitive times and promotional activities are
necessary to create positive brand awareness amongst its customers. It has taken help of
advertising tools like radio, hoardings and newspaper to increase its visibility in the market.
Havmor has been the recipient of various awards and trophies like Times Food Award in the year
2008 in the category of Best Ice Cream by Times of India.
SEGMENTATION TARGETTING AND POSITIONING
Segmentation involves finding out what kind of customers with different needs exist. Havmor
has 160 plus varieties of ice creams targeting all the different segments of the societies.
Geographic segmentation it has varieties of ice creams for customers in both rural as well as
urban areas .The ice cream starts from 5 rupees and goes till 450 rupees for ice cream cakes.
Demographic segmentation is classified on bases of age, income, gender, ethnicity and family
size.
Havmor has special ice cream produced for children’s like yo-yo sandwich, flying saucer and
any many more.it has few varieties of ice-cream which are also sugar free in nature. Combo
packs, one liter tubs and jumbo packs which is of 2 liters are basically focused for different
families depending on the number of members present in the family.
Behavioral segmentation is classified based on brand loyalty which is really important for
retention of the customers.
Havmor has launched several schemes for customer promotion like on combo packs, Butter
scotch cone and Bon cone so that a great a nice image can be created in the minds of the
customers which would help them for brand loyalty. The company also launches new flavors by
the term” flavor of the month” every season because customers really enjoy new flavors when
launched in the market.
TARGETTING:
Havmor produces large varieties of ice cream from kids and youths from urban middle and upper
middle class. Havmor sells ice cream with the help of retail stores, pushcarts and live counter
restaurants where freshly prepared ice creams are prepared.
POSITIONING:
Positioning mainly focuses on creating a brand image in the minds of the customers as a great and
the most reliable brand based on the quality of the product produced by the company.
Havmor has launched various schemes for customers like glass jar scheme on one -liter tub and
combo packs. Similar several schemes on butter scotch cone and Bon Bon cones are also present
for the customers in the market. Havmor also produces ice cream of new flavors by the name
“flavor of the month” so just the customers can enjoy new flavors. Havmor has launched
advertisements on various social media sites and televisions.
SALES GROWTH STRATERGY FOR GURUGRAM AND

FARIDABAD AT HAVMOR ICE CREAM LIMITED
LITERATURE REVIEW:
Impulse buying is a rapid convincing, hedonically compound purchase behavior in which the
quickness of the impulse purchase decision precludes any thoughtful, intentional contemplation
of alternatives Kacen, (2002). Impulse buying may be defined as a purchase decision made in-
store with no explicit recognition of a need for such a purchase, prior to entry into the store
Kollet & willet, (1967); Kollat, (1966); Ballenger et al, (1978).Occurrence of impulse buying
could be attributed to exposure to in-store stimuli, the latter acting as reminders of shopping
needs Kollet & Willett, (1969) and, in part, to incomplete measure of purchase plans Kollet &
Willett, (1969). On the other hand these all factors of visual merchandising will leads the
consumer towards impulse purchasing. Bashar and Irshad, (2012) has considered impact of form
display, window display, promotional signage and floor merchandising. His findings are that
window display and impulsive purchasing are positively correlated. Floor merchandising is also
correlated with impulse buying The study by Bhatti, Latif(2013) denotes that the consumer
impulse buying behavior has a strong relationship with the window display because the study
told us that when the consumer visualize the products which were displayed attracts the
customers and arouse their urge to do impulse buying.
“Unless you’re Coca-Cola,” says INSEAD Associate Marketing Professor Pierre Chandon, “it’s
important to be visible on the shelves.” This simple axiom tends to get lost in a barrage of
marketing theories and quandaries over where to spend increasingly constrained marketing
budgets: online, in print, broadcast or social media ... ?
Chandon’s research, conducted in the context of the INSEAD-Wharton alliance with Wharton
professors Wes Hutchinson and Eric Bradlow, with Scott Young from Perception Research Inc.,
examines the effect of in-store marketing on both attention and choice and shows that the best
way to sell your product at that vital point-of-purchase interface is to be sure your product is in
the consumer’s face -- literally. But it’s an approach that works. “If you’re located at the top of
the shelf, it increases the percentage of people who see you by about 20 per cent, but it also
increases (the likelihood of) your brand being chosen by the same amount. And we also found
that if you’re in the middle of a shelf placement and if you can increase the number of facings,
the chances you’ll be seen and bought are increased.”
The data supporting these statements are dramatic. “If you double the amount of ‘facing’ on the
shelf, you will increase your ‘noting’ -- whether or not customers actually see you - by about 28
per cent, and you will increase your chances of being chosen by about 10 per cent,” Chandon
says. The impact of shelf visibility on low-market-share brands is even more dramatic. “You’ll
find you can increase your chances of being chosen by 67 per cent,” he says.
Different studies as discussed above reveals that the Point of Sales (POS) communication tools
that includes danglers, advertisements, flex or glow sign boards, hoardings, signage etc. and also
termed as external brand touch points have an impact on the customers. It instigates a desire in
the customer to make a purchase of the product. It is sometimes due to the attractive nature of
different advertisements which prompts the customers to try the product once. It may also
remind the customer of the product which he/she has forgot to buy or enlist down while coming
for shopping. Either ways visibility increase acts as an important tool to enhance the chances of
the company product being picked by the consumer.
CURRENT FUNCTIONING:
Havmor ice cream was launched in Faridabad in the month of December 2016 and in Gurugram
in the month of February 2017.Havmor ice cream is sold with the help of retail stores and with
the help of pushcarts in these regions. The ice cream are produced in both Ahmedabad plant as
well as the Faridabad plant which started in the month of April 2017.The ice cream like candies,
cones which are priced at a relatively lower cost are manufactured in both these plants whereas
ice cream which are relatively priced at a higher cost like novelties, signature cups etc. are
manufactured in Ahmedabad plant. The ice cream produced reach the carrying and forwarding
which is situated at Kundli with the help of refrigerated van maintained at a temperature of -18
degrees. From the carrying and forwarding the ice cream are transported to the distributor point
and from there ice cream are distributed to the retail store and VRS points. Every VRS points
have pushcarts which are operated with the help of vendors. All the VRS points are equipped
with deep freezer storage of Haier Company of capacity of 500 liters. The pushcarts have two
type of fridges on them one of them is a single fridge from the western company having a
capacity of 114 liters and one more is the double fridge of Costar Company of 200 liters of
capacity.
In Faridabad the distributor point is situated in NIT colony near hotel Mula.The distributor point
is named Food of India and is operated by Mr. Prateek. Mr. Shashi Shekhar is the Regional Sales
Manager and Mr. Amit Bhardwaj is the Area Sales Manager of Faridabad. Mr. Surender Rawat
and Mr. Sunil are the executives in charge of vending in this region. There are six VRS points in
Faridabad. A total of 54 pushcarts are on-road out of a total of 64.All pushcarts are well
equipped with proper lights and are extremely well maintained. The VRS points receive the ice
cream from the distributor point. The ice cream is transported to the VRS points from the
distributor point with the help of a cold storage van maintained at -18 degrees. The distributor
point has a huge cold storage room in which a total worth of 40 lakhs of ice cream can be stored.
In Gurugram the distributor point is situated in the WARIZABAD region near union bank sector
52. The distributor point is named Yaduvanshi Enterprise and is operated by Mr. Yogesh and
Mr.Ankur. Mr. Shashi Shekhar is the Regional Sales Manager and Mr. Amit Bhardwaj is the
Area Sales Manager of Gurugram. Mr. Rajneesh Tripathi is the executive in charge for vending
in this region. There are seven VRS points in Gurugram. A total of 51 pushcarts are on-road out
of a total of 119. All pushcarts are well equipped with proper lights and are well maintained. The
VRS points
receive the ice cream from the distributor point. The ice cream are transported to the VRS points
from the distributor point with the help of a cold storage van maintained at -18 degrees. The
distributor point has a huge cold storage room in which a total worth of 40 lakhs of ice cream can
be stored.
The distributor gets the ice cream from the plant at a price of eleven % less. Similarly every VRS
point get the ice creams from the distributor at price of seven % less on the actual MRP. A lot of
attractive offers are there for the vendor’s .There are daily, monthly and yearly schemes for
vendors. The vending scheme is given below:
 Every vendor gets a profit margin of sixteen % on the daily sales carried out.
 Every vendor gets a daily wage of 100 rupees in the month of January and February.
 Similar every vendor gets a daily wage of 75 rupees in the month of March and April.
 From the month of 1 March to 31 July if a vendor makes a total sale of 1.4lacs rupees the
vendor gets a mobile phone of 5000 rupees as a gift.
 Similarly from 1 March to 31 July if a vendor makes a sale of 2 lacs rupees the vendor
gets a washing machine of 7500 rupees as a gift.
 Similarly from 1 March to 31 July if a vendor makes a sale of 2.5 lacs rupees the vendor
gets a LED TV of 10000 rupees as a gift.
 In the entire year if a vendor makes a sales between 2.25lacs to 3.25 lacs he gets ice
creams worth 2 % of the total sales.
 Similarly for sales of anything between 3.26 lacs to 4.5 lacs he gets ice cream worth 3%
of this total sales.
 For sales of anything between 4.51 lacs to 6 lacs he gets ice cream worth 4% of this total
sales.
 For sales of anything above 6 lacs he gets ice cream worth 5% of this total sales.
Attractive schemes are given to the vendors so that vendors enjoy their work and more
emphasis is given to sale ice creams which are on the relative higher price
PROJECT OBJECTIVE:
The overall project focus is on increasing the sales of Havmor by devising a strategy for the areas
under consideration, namely Faridabad and Gurugram. For that, push cart effectiveness is one of
the key parameters which needs to be looked at.The focus of the project thus lies solely on
execution in Vending and its after effects and the consequent increase in the effectiveness of
push carts.
METHODOLOGY:
The objective undertaken involved increasing the sales penetration of Havmor ice creams over
the period of eight weeks with the majority of the work done in the field with direct one to one
interaction with the key contact person at every VRS point and the vendors. The task undertaken
to increase the sale penetration through vending was carried out in 8 weeks by various methods
like replacements, visibility increase and problems addressed by the key contact person of the
VRS point and the vendors exploring new retail opportunities and marking those places where
the premium segment product can be placed for better sales for vendors. The effectiveness of
increasing the visibility of the brand in the eyes of the consumer was also analyzed with the help
of an administered questionnaire. The intern interacted with the retailers in the local language
(Hindi) and carried out data collection in the manner of conversation and Excel files. Every day
one VRS point was visited .Complete analysis of the current situation of VRS points was carried
out with suggested improvements. Focus was also on getting new vendors which have increased
from 32 at the outset in Gurguram to 51 .Night vending was also carried out to understand the
working of the vendor .More emphasis was laid on asking the vendors to sell ice creams of
relatively higher price. Sampling and Taste and Trial was carried out for customers during night
vending.
Data about following parameters had to be collected from every VRS point.
a) Area of operations
b) Number of Vendor Restockists (VRS)
c) Total number of Pushcarts in both Gurugram and Faridabad.
d) Deep Freezer Storage per VRS
e) Number of Pushcarts per VRS and Number of push carts on road
f) Area of operation of respective VRS
g) Per day average sale of each VRS
h) Person responsible for operation of each VRS
The area of operations is limited to Gurugram and Faridabad. There were a total of 13 Vendor Re-
stockists and about 105 total pushcarts which were on-road in both Gurugram and Faridabad.
The detailed specifications of the project are as follows:
a) Number of Pushcarts on road with location (Commonly known as Adda)

b) Proper partition/Segregation in push carts
c) Point of Sale (POS) Material
 Variety Chart ( Front and Back)
 Niche Variety Dangler
 Take Home Dangler
 Consumer Offer of Jar
 Consumer Offer of Butter Scotch Cone
 Focused Product Placement
o Sugar Free Kulfi range
o Choco Block Cone
o Half Kg Cake
o Jar aligned products
o 1 liter tubs
d) Light and Battery
e) Hygiene
For collecting the above data and increasing the push cart effectiveness in both Gurugram and
Faridabad, I started visiting 1 VRS per day. There were 3 important points which had to be
ensured on every visit which are
 Daily Gate Meeting with Vendors

 Proper Storage infrastructure at every VRS point
 Daily Supply from distributor to each VRS location
In Gate meetings, all the vendors of that particular VRS were gathered and they were informed
about the all the filling schemes for their carts, which is a major source of motivation for
vendors. It was important that such Vending scheme communications be in place. Then the sales
register of the particular VRS was checked to gather data about per day average sales of each
VRS and also whether vendors are getting daily supply from VRS. Then the vendors were
informed about all the consumer promotion/Trade promotions, which is a major driver of sales
for any company. The whole objective of the visit was to identify weak vendors at each VRS
location, and to provide proper training to the vendors on how to communicate with the
consumers and to give them selling tips.
It is very important to ensure that each VRS location should have proper Storage infrastructure
such that it should not result in over utilization or underutilization. It is also very necessary to
ensure that every VRS should get daily supply from the distributor because this was necessary
for smooth operations. Delay in supply from distributors result in delay of supply from VRS to
vendors and thus impacts adversely upon sales of the company.
ANALYSIS OF VRS POINTS:
Initially all the seven VRS points at Gurugram were analyzed by visiting one VRS point daily
and night vending was carried out with the vendors of that particular VRS point to understand
their nature of working. After analyzing the VRS point’s suggestions were given and
implemented for better functioning and therefore hopefully leading to a strong foundation.
During the visit to every VRS point the following data was noted down:
VRS point 1:
Name: Jyoti enterprise
Area: Wazirabad
Key contact person: Ravinder Chowdary
Contact number: 8742944044
Total number of pushcarts: 28
Pushcarts on road: 5
Areas covered by pushcarts are Hong-Kong mall, Devilal Park, and Huda market.
Average sales per day is between 1500-2000/ day/vendor
Number of double fridge pushcarts: 12
Number of single fridge pushcarts: 13
Three Pushcarts are without any FOW.
OBSERVATIONS:
1) No deep freezer for storage.

2) Vending scheme was not in place.
3) Vendors are not aware about consumer schemes.
4) Sales registered was not maintained to record the daily sales of the vendors.
5) Only a few Variety charts are present on each and every pushcart.
6) Charts of flavor of month and other variety of ice-cream were yet to be received.
7) Daily routine includes leaving at 12 in the afternoon covering schools, colleges and
societies by evening and standing at their regular points till 11pm.
8) Battery, light and hygiene is fine.
SUGGESTIONS:
1) At least 2 to 3 fridges for storage.

2) Sales register is required to estimate the average sales and to identity the weakest vendor
so that proper measures can be taken for improvement.
3) Prices to be printed on the variety charts.
4) More number of vendors are required as 20 pushcarts are unused still.
VRS point 2:
Name: AK STORE
Area: Jharsa
Key contact person: Chintak Jain
Areas covered by pushcarts are Jharsa, sector40, sector31, sector32 and Cyber Park.
OBSERVATIONS:
1) Two branded fridge for storage.
2) Vending scheme was in place.
3) Vendors are aware about the consumer schemes.
4) Sales register is maintained to keep a track of the sales of every vendor.
5) Variety chart is placed well at every pushcart but without prices.
6) Charts of flavor of month and other variety of ice-cream is yet to be received.
7) Daily routine includes leaving the VRS point by 2pm .Complete movement of
pushcarts till evening and there after standing at their adda after 8pm to 11pm
SUGGESTIONS:
1) Prices to be printed on variety chart.
2) More number of vendors are required as 10 pushcarts are not yet used.
VRS point 3:
Name: Zamilakthar
Area: Rajivnagar
Key contact person: Dawood
Areas covered by pushcarts are sector15, sector12, sector17, sector18 and Rajivnagar.
OBSERVATIONS:
1) No fridge for storage.
2) Vending scheme is not in place.
3) Vendors are aware about the consumer scheme.
4) Sales register is not maintained.
5) Variety charts are well placed at every pushcart.
6) Charts of flavor of the month and other variety of ice-cream is yet to be received.
7) Every day order is placed in the morning by 8AM and they receive ice-cream by 1.30
PM and leave the ware house by 3PM.
8) Areas covered include schools, colleges, markets, hospitals etc.…
10) There was a problem regarding the charging issue as no chargers were present.
11) A few ice-creams of orange candy and lollipop received were damaged.
SUGGESTIONS:
1) Requirement of at least 2 fridges for storage which have been ordered from one
month ago.
2) Order to be received as per as the orders which are given.
3) Vendors are not receiving their daily wages.
4) A daily pass is needed to get inside the society at Sector-14.
VRS point 4:
Name: Shakuntala enterprise
Area: Chattarpur
Key contact person: Rajender pal
Areas covered by pushcarts are Chattarpur and Sahara mall.
Average sales per day is between 1000-1200 /day/vendor
OBSERVATIONS:
1) Two fridges for storage which are branded in nature.
2) Vending scheme is place.
3) Vendors are not aware about the consumer schemes.
5) No variety charts displayed on the pushcart.
6) Charts for flavors of the month and other variety of ice-cream yet to be received.
7) Orders are placed once in two to three days and are received by the next day
of placing the order.
8) Areas covered by almost all vendors is only within the village as they are scared
going out of the village.
9) Batteries are received whereas lights yet to be received.
10) A few ice-creams like Nimbu-cola and rocket candy were received damaged.
SUGGESTIONS:
1) Vendors to be motivated to cover all the major parts of the place.
2) Lights should be received soon so that pushcarts can be operated till late night.
3) Variety chart with price.
VRS point 5:
Name: Ransingh
Area: Islamapur
Key contact person: Hari-Om
Contact number :9821839521
Areas covered by pushcarts are Subash Chowk,Dharam-gatta and Medenta hospital.
OBSERVATIONS:
1) Two fridge for storage which are not branded.

2) Vending scheme is in place.
4) Sales register is maintained and explained about it.
5) Variety chart is present on each and every pushcart without prices.
6) Charts of flavor of month and other variety of ice-cream is received.
societies by evening and standing at their respective adda till 11pm.
SUGGESTIONS:
1) Branding of the fridge.

2) One of the pushcarts is damaged and needs to be replaced.
4) More number of vendors are required 4 pushcarts are still unused.
VRS point 6:
Name: Yogesh Enterprise

Area: Wazirabad
Key contact person: Ankur
Areas covered by pushcarts are entire Wazirabad region.
A huge cold storage room for storage of ice-cream.
OBSERVATIONS:
1) Cold storage room.

7) Daily routine includes leaving at 12 in the afternoon covering schools, colleges
and societies by evening and standing at their regular point till 11pm.
SUGGESTIONS:
1) All the five pushcarts are present along with the retail store in order to increase
the sales per pushcart.
VRS point 7:
Name: Amit Enterprise
Area: Palamvihar
Key contact person: Amit
Areas covered by pushcarts are entire Palamvihar
Single Fridge: 10
Double Fridge: 5
OBSERVATIONS:

5) Charts of flavor of month and other variety of ice-cream is yet to be received.
6) Daily routine includes leaving at 12 in the afternoon covering schools, colleges
and societies by evening and standing at their regular point till 11pm.
SUGGESTIONS:
1) More deep freezer storage is required.

2) A pass is required for covering societies in Palamvihar.
VRS point analysis in Faridabad:
VRS point 1:
Name: Birender Sharma Enterprise

Area: Ballangard sector 3
Key contact person: Birender Sharma
Areas covered by pushcarts are Sector 3 and Sector 7
OBSERVATIONS:
1) Two fridges for storage.

3) Vendors are aware about consumer schemes.
societies by evening and standing at their regular point till 11pm.
SUGGESTIONS:

2) More number of vendors are required as 5 pushcarts are still unused.
3) More proper training to vendors to increase their sales.
VRS point 2:
Name: Pramod Enterprise

Area: Neher park
Key contact person: Pramod
Yadav Contact number :
9716803860 Total number of
pushcarts: 5 Pushcarts on road: 5
Areas covered by pushcarts are Neher park,Shayad pur and Parlamir.
OBSERVATIONS:
1) No fridge for storage. As a result of this vendors leave the VRS point late.
6) Charts of flavor of month and other variety of ice-cream is not yet received.
SUGGESTIONS:
1) Fridge is required for storage.

3) Proper training to vendor is badly needed to increase the sales.
VRS point 3:
Name: Prateek Enterprise

Area: NIT
Key contact person: Neeraj
Areas covered by pushcarts are complete NIT.
OBSERVATIONS:
1) Personal fridge for storage.

SUGGESTIONS:
VRS point 4:
Name: Santhosh Singh Enterprise

Area: Sector 28
Key contact person: Santhosh Singh
Areas covered by pushcarts are Sector 30, Sector 28, Sector 31 and sector 32.
OBSERVATIONS:
1) Personal fridge for storage.

SUGGESTIONS:
1) Proper delivery of stock from the distributor.

2) Vendors need to be motivated as the average sale is very less.
VRS point 5:
Name: Sahay Enterprise

Area: Green Field
Key contact person: Manoj Kumar
Areas covered by pushcarts are sahay, Green feild and Akshok enclave
OBSERVATIONS:
1) Two fridges for storage which are branded.

4) Sales register is maintained.
6) Battery, light and hygiene is fine
VRS point 6:
Name: Vishal Trading company

Area: BTPP layout
Key contact person: Manoj kumar
Areas covered by pushcarts are Tigan, BTPP sector
OBSERVATIONS:
1) Two fridges for storage which are branded in nature.

4) Sales register is maintained.
VRS Name Key contact Deep freezer Total pushcart On-road Area of operation Per day average
person storage per VRS pushcart sales of
VRS(Rupees.)
Jyothi enterprise Ravinder 1 28 5 Huda market 1200-1500

Chowdary
A.K Store Chintak Jain 2 15 5 Jharsa 1000-1500
Zamil- Akhtar Dawood 1 16 8 Rajivnagar 800-1000
Shakuntala enterprise Rajendra Pal 2 15 10 Chakkar-pur 800-1000
Ransingh Hari-om 2 15 11 Subash chowk 1000-1200
Yogesh enterprise Ankur Cold storage 5 5 Wazirabad 800-1000

room
Amit Amit 0 15 7 Palamvihar 800-1000
VRS Name Key contact Deep freezer Total pushcart On-road Area of operation Per day average
person storage per VRS pushcart sales of VRS
(Rupees)
BIRENDER SHARMA ENTERPRISE BIRENDER 2 10 5 SECTOR 3 MARKET AND 1000-1200

SHARMA SECTOR 7 /VENDOR
PRAMOD YADAV PRAMOD YADAV 0 5 5 NEHER PARK 800-1000
PRATEEK ENTERPRISE NEERAJ 2 9 9 NIT COLONY 1200-1500
SANTHOSH SINGH ENTERPRISE SANTHOSH 1 5 4 SECTOR 28,30,31 AND 32 1000-1200
SAHAJ ENTERPRISE MANOJ 2 15 13 GREEN FIELD 1500-2000

KUMAR
VISHAL TRADING MANOJ 20 20 18 TIGAM,BTPP SECTOR 1500-2000

ENTERPRISE KUMAR
In the second phase of the project the following parameters were noted down at each and every
VRS point .They are:
 Total number of pushcarts at every VRS point.
 Number of pushcarts on-road.
 Number of batteries present at every VRS point.
 Number of chargers present at every VRS point.
 Weather the VRS point is receiving the glass jar which is a scheme for customers.
 Weather the VRS point is receiving a pack of four butter scotch cones which is again a
scheme for customer in which a customer saves 10 rupees.
 Weakest vendor at every point with the help of sales register so that more focuses can be
given on the weakest vendor to improve his sales.
VRS NAME Total Pushcarts on- Batteries Chargers Jar scheme Butter Weakest Vendor
Pushcarts road scotch
scheme
JYOTHI 28 5 20 5 Y Y CHOTURAM(DEVILAL
PARK)
ZAMIL AKTHAR 16 8 8 2 Y Y ASIF(SHEETAL
COLONY)
AMIT 15 7 10 2 N N RAHUL(RAJENDRA
PARK)
RANSINGH 15 11 15 2 Y Y KULDEEP
(ISLAMAPUR)
SHAKUNTALA 15 10 15 3 Y Y KHANAIYA(MEGA
MALL)
AK STORE 15 5 8 1 Y Y BANWARI(TEJA
APARTMENT)
YOGESH 5 5 5 5 N N
ENTERPRISE
VRS name Total Pushcarts Batteries Charger Jar Butter Weakest vendor(adda)
pushcarts on-road scheme scotch
scheme
BIRENDER 6 6 5 1 Y Y MUNNA(SECTOR 3)
ENTERPRISE
PRAMOD 5 4+1 5 1 N N LALESHWAR(GARSI
YADAV KOTI)
PRATEEK 9 9 9 2 Y Y PRAMOD(MENKARI
ENTERPRISE CHOWK)
SANTHOSH 5 4 5 1 Y Y KALU(SECTOR 31)
SINGH
SHAJAY 15 13 10 1 Y Y DABBU(NEHER PARK)
ENTERPRISE
VISHAL 20 18 15 1 Y Y SANJAY (BTPP)
TRADING
ENTERPRISE
Sales of VRS points in the month of April and May 2017.

VRS points in Gurugram
April 2017 May 2017
VRS name Sales( Rupees) Sales (Rupees till 26 May)
Jyothi Enterprise 148173 126820
A.K Store 97904 84174
Shakuntala Enterprise 191631 291056
Zamilakthar 161500 125240
Ransingh 152482 78171
Amit 131513 106168
Yogesh Enterprise 25261
883203 811629
Sales are expected to increase by almost Rupees 2 lacs till the month end .Then the overall sales
in the month of May in Gurugram will be 1011629.
OVERALL PERCENTAGE INCREASE FROM THE MONTH APRIL TO MAY WOULD BE
(1011629-883203)/883203=14.5%
VRS points in Faridabad

April 2017 May 2017 (25 MAY)
VRS name Sales (Rupees) Sales (Rupees)
Birender Sharma Enterprise 97500 132814
Pramod Yadav 120852 159240
Prateek Enterprise 144628 174209
Santhosh Singh 41667 49375
Sahjay Enterprise 57140 76974
Vishal Trading Enterprise 176912 121250
638699 713862
INCREASE IN THE PERCENTAGE OF SALE TILL 25 MAY IS
(713862-638699)\638699=12%
Assuming Rupees 2 LACS of sales would be sold till end of May.
Overall increase in the percentage of sale would be =
(913862-638699)\638699=43%
KEY INTERN ACHIEVEMENTS:
After analyzing a total of 13 VRS points in both Gurugram and Faridabad the area in which VRS
point needed improvement, the following was implemented.
 All VRS points are now equipped with deep freezers for storage so that they don’t have
to wait for the distributor to deliver them the stock this enables the VRS point to stock the
product in their deep freezer storage and distribute it to the vendors so that vendors can
leave in the morning.
 Sales registers has been successfully maintained at every VRS point so that vendors can
get their schemes on time depending on the sales achieved by them and with the help of
the sales register the weakest vendor at every VRS point can be identified so that more
focus can be given to him to improve his sales.
 Variety charts and all the different types of dangler are well placed at every pushcart.
 The number of pushcarts in Gurugram have increased from 32 to 51 on-road.
 Proper partition has been created inside every pushcart so that it’s easier for the vendors
to distribute the product to the customers.
 Night vending has been carried out during which free sampling and taste and trial was
done for the customers. Sales per vendor have also increased as vendors are well
motivated to sell ice creams of relatively higher price in which they can earn higher
margins.
 All pushcarts are well equipped with proper battery and lights so that vendors don’t find
any difficulty during night vending.
 Vending schemes are well placed at every VRS point and vendors are well aware about
the vending schemes.
 VRS points now not only focus more on ordering ice creams of relative lower price but
even on ice creams of relative higher price like tubs, combo packs ,signature tubs and
cakes.
 Sales through pushcarts have increased from the month April to May.
 Excess of pushcarts and batteries that were not in use have been shifted to the ware house
to prevent any kind of damage or misuse.
CHALLENGES FACED:
1) High market share of mother dairy

Mother dairy has created an impact in the minds of the customers, and because of this, the
customers would always prefer this brand over any other brand. It has marked its presence in
almost in all parts of Delhi/NCR either by having a parlor or a pushcart.
2) Inventory Supply-Demand Gap
The main obstacle that we find in the path of success of Havmor is the inadequate logistics. The
inventory is ordered from the Head Office but it takes about 15-20 days for the products to reach
the Zonal office. Also the demand is not fully-fulfilled which tends to decrease the reliability of
the brand among the people.
3) Storage and handling issues
Lack of infrastructure for proper storage and handling of inventory even when the product comes
directly from Head Office .There is a lack of proper ware housing system to store the products
consequently about 20% gets spoilt. Even for distribution channels there is lack of proper
pushcart service to effectively store the product for a reasonable amount of time without getting
spoilt
4) Arranging for vendors is not easy in the middle of the season. Usually all the vendors join
the company in the month of January itself.
5) Training of vendors is difficult as vendors are focused on selling ice creams of relatively
lower prices.
6) Change in the department of Havmor team in Gurgaon.
7) Company assets like fridges for storage are less in a few VRS points and it takes usually
around a month for them to be received from the date of placing the order.
8) Branding is not done on time.
9) Lack of vendors due to delay in arrival of pushcarts which arrived in the month of March
in Gurugram.
10) MRP is not present on the variety chart making it difficult for customers.
COMPETITORS:
Although Havmor is a well-established in Gujarat, its journey in Gurugram and Faridabad will
not be smooth because of the presence of well established brands like Mother Dairy, Vadilal,
Amul, Naturals etc. who have a dominant market share in this region.
By doing a careful analysis we have segregated the competitors into the following three
segments on the basis of their current standing when compared to Havmor.
1) Competitors above Havmor- Ice cream brands like Mother dairy, Amul, Vadilal, Kwality
walls are well established portfolios and have a big market share.
For example Mother dairy stands number one in Delhi/NCR region and has a large number
of retail stores across each and every part of this region. The company has created a strong
brand image among the mind of the customers because of the variety of products available
especially because of milk and milk products. The company has created a large number of
dispensers that help them to extract milk and have also created small tuck shops in almost
every region having residential societies such that they cover almost nook and corner of the
city.
Vadilal an Ahmedabad based ice-cream company expanded its legacy in Delhi/NCR region
at around May 2011. The company has exclusive ice-cream parlors designed to satisfy the
demands of the customers. The parlors provide a nice and cool ambience where customers
enjoy sundaes, shakes and other ice-cream concoctions. Vadilal has expanded in Delhi/NCR
with almost 20 parlors.
2) Competitors at par – Although Naturals has a much widely spread presence in the
metropolitan city we are considering it in the same bracket as Havmor as Naturals caters to
only a niche customer segment and only from its exclusive Ice-Cream parlors. Natural
expanded its legacy on October 2014.The brand makes ice-cream using only fruits, dry fruits,
chocolates, milk and sugar with no preservatives. The brand also has unique flavors like
tender coconut and sitaphal.The brand provides nearly around 2000 scoops every day during
wedding season.
3) Competitors below par: They are basically the local manufactures having their own
brand which is sold with the help of mobile carts, and there are even few restaurants selling
their own brand by targeting people with lesser income so that they can maximize their
profits.
Everyone could be seen as potential market because of their own legacy.
SURVEY
Type of sampling: Convenience Sampling

Sample size: 200 (Retailers and customers)
A survey was conducted in Gurugram and Faridabad covering a few areas like Huda market,
Wazirabad, Islamapur, Rajivnagar and cyber city of Gurugram and areas like NIT colony, Neher
Park and Green field. The type of sampling considered was convenience sampling due to lack of
resources. The survey was conducted for both retailers as well as the consumers with two
different questionnaires and all the answers noted were close ended and the responses noted had
answers having multiple options based on preferences.
Retailers:
The questionnaire for retailers consisted of 10 questions. A survey from 100 retailers was noted.
A few questions included average number of days for which the stock lasts, seasonal change,
which quantity of packing is sold the most etc and some questions also covered about the top
selling brand, flavors which are sold the most etc.
Customers:
The questionnaire for customers consisted of again 10 questions. A survey from 100 customers
included questions covering average time of consumption of ice-cream, type of packing usually
purchased, brand name familiarity etc. Some questions were about which parameter was
preferred while purchasing a particular brand, interest in trying out new flavors, items which like
to be complimented with ice cream etc.
FINDINGS AND INSIGHTS:
RETAILERS:
60 35 50
50 30 40
40 25 30
30 20 20
20 15 10
10 10 0
0 5
0
15-2525-35
AGE GROUP PACKING SOLD FLAVOURS SOLD
The most preferred age group is around 15-25 which is around 55% is and the remaining 45% is
for the group between 23-35. The most sold packing is cups at around 33% whereas around 22%
each is sold in terms of cones and tubs and the least preferred is the stick.
The most sold flavor is chocolate at about 45%. The least sold flavor is butter -scotch which is
around 25% and the remaining preferred flavor is vanilla. The top selling brand is mother dairy
with around 67%. Most retailers have stock which lasts for around less than one week. Most
retailers sell packing of 100-200 ml and the least packing sold is less than 50ml.
CUSTOMERS:
70
100.00
80.00 60
60.00 50
40.00
40
20.00
0.00 30
20
10
0
mother dairy vadilal amul
PARAMETER IMPORTANCE BRAND PREFERENCE

Around 79% customers give importance to price, 79% to quality, 63% to service, 69% to flavor,
63% to health, 58% to shop location, 58% to reputation, 53% to product variety and 27% to
ingredients.
The most preferred is mother dairy which is around 63% followed by vadilal around 20% and
amul with 17%.
100 100
80 80
60 60
40 40
20 20
0 0
FLAVOURS PACKING TYPE
Around 93% of customers give importance to chocolate flavor, 90% to vanilla, 67% to
strawberry, 78% to butter-scotch and 15% to cassata, 90% of customers like ice-cream in cones,
90% in cup, 55% in plastic container and around 78% in brick and 78% in tub, 90% in stick and
around 35% in other packing.
100 120
80 100
60 80
40 60
20 40
0 20
0
PLACES OF PURCHASE COMPLIMENTS

Around 90% of customers purchase ice-cream from convenience shop. 90% from ice-cream
parlors.63% from supermarkets.90% from mobile carts and the least around 50% from mall.
83% of customers like cake as a compliment with ice-cream. 83% like shakes. 65% like fruits.
20% like juices. Almost all customers like cookies/ wafers along with ice-cream.
Around 60% of customers like single flavor and the remaining like multiple flavors. There is an
equal opinion between trying and continuing with existing flavors of ice-creams. MOST
PEOPLE HAVE ICE-CREAM TWICE A WEEK .A few have thrice a week and others have
once a week.
CONCLUSION AND RECOMMENDATIONS:
1) The company should increase its push-carts to target specifically the schools and
educational institutions in the viscinity. This would enable it to increase market share
and brand awareness among people especially among children and teenagers among age
group of 8-20.
2) The company should build a proper infrastructure for all the storage and handling of
the inventory such that all of it is put to good use and none of it gets spoilt or wasted.
3) Havmor has a relatively good distribution network in Gujarat as contrasted to Gurugram
and Faridabad but demand is not meeting the supply. Lack of consistent supply is leading
to customers being pushed away to other brands which are already well established in the
market. Maximum vendors do not get the products that they ask for, for days. The
company should focus on this issue and try and improve the supply chain management.
4) There is a lack of push carts, which are very popular among general public. A general
tendency that has been noticed among customers that they might not enter an ice cream
outlet and purchase ice creams to eat but they definitely tend to buy ice creams when they
suddenly see a push cart. The company should consider increasing its push carts in the
market to a considerable extenty.
5) There is a lack of sufficient number of scooping parlors. Havmor has only zero scooping
parlors in the whole of Gurugram and Faridabad whereas others have scooping parlors
(SWIRLS) that are innumerable in number and are situated in all the crowded areas (near
malls, inside restaurants etc.). The number of scooping parlors should be increased.
6) Proper demand is not met by the company .The distributor is only able to get around 70%
of the total stock ordered from the plant because of which demand is not met both at the
distributor as well as VRS points.
7) Claims for the vendors are required to be met on time because of which vendors are
a little tensed and sometimes lose interest in working
8) Schemes received are very late .Implementation of monthly or quarterly schemes
would resolve this issue.
LEARNING EXPERIENCE:
This summer I worked as an intern in sales department at Havmor ice Cream limited. It has been
an immensely enriching and a great learning experience. The vast exposure that I got in
understanding the industry, doing competitor analysis, looking after the entire vending in both
Gurugram and Faridabad which almost contributes to 60% of the total sales of the ice cream,
implementing marketing strategies, increasing and accelerating sales, the in-depth knowledge of
the functioning of the distributor points and the VRS points and understanding the company’s
rich culture and commitment to its principle of “Achhai, sachhai and safai”. This internship
pushed me beyond the safe bounds of the classroom environment to learn about how to put the
theory into practice .It has been exciting and demanding which will be cherished forever.
 At the end of my internship I have developed new/improved skills that would help me to
tackle problems both in personal and professional point of view.
 Made a lot of new connections whose advice and knowledge will definitely help me to be
a better person and professional in future.
 A great sense of professionalism which is complete different and more challenging as
compared to the life of a student inside the classroom.
 More confidence in my career direction.
 Completed projects and presentation in front of great professionals which has definitely
boosted my confidence level.
 Feedback from everyone has helped me to improve myself and will definitely learn more
from everyone which would help me in both professional and personal point of view.
QUESTIONNAIRE:
CUSTOMER QUESTIONNAIRE:
1) Ice-cream brand names you are familiar with?

a) Vadilal
b) Mother dairy
c) Havmor
d) Amul
e) Kwality walls
f) Others
2) Which brand you prefer the most?

a) Vadilal
b) Mother dairy
c) Havmor
d) Amul
e) Kwality walls
f) Dinshaw’s ice-cream
g) Cream bell
h) Others
3) Why do you prefer a particular brand?

a) price
b) quality
c) service
d) new flavors
e) health concern
f) shop location
g) reputation
h) product variety
i) product ingredients
j) other
4) Number of times you consume ice-cream in a week?

a) Less than once
b) More than twice
c) More than thrice
d) More than four times
e) Everyday
5) Which flavors you prefer the most?

a) Chocolate
b) Vanilla
c) Strawberry
d) Butter-Scotch
e) Cassata
f) Other
6) Which packing of ice-cream do you purchase?

a) Cone
b) Cup
c) Plastic container
d) Tub
e) Brick
f) Stick
7) How comfortable are you in trying new flavor?

a) highly comfortable
b) slightly comfortable
c) not comfortable
d) don’t want to try
8) Where do you usually purchase ice-cream from?
a) connivance shop
b) ice cream parlor
c) super market
d) mall
e) mobile carts
9) Which one do you prefer?

a) single flavor
b) multiple flavor
10) What do you like your ice cream to be complimented with?

a) cakes
b) shakes
c) cookies/ wafers
d) fruits
e) juices
f) others
RETAILER QUESTIONNAIRE:
1) Which are the top selling brands of ice-creams?

a) Vadilal
b) Mother dairy
c) Havmor
d) Amul
e) Kwality walls
g) Cream bell
h) Others
2) Which are the brand of ice-cream you sell?

a) Vadilal
b) Mother dairy
c) Havmor
d) Amul
e) Kwality walls
g) Cream bell
h) Others
3) Which flavors are sold the most?

a) Chocolate
b) Vanilla
c) Strawberry
d) Butter-Scotch
e) cassata
f) Other.
4) Which quantity is usually sold the most?
a) Cone
b) Cup
c) Plastic container
d) Tub
e) Brick
f) Stick
5) What is the age group of your customers?

a) Less than 10
b) 10 to 15
c) 15 to 25
d) 25 to 35
e) More than 35
6) For how much time does your stock normally last?

a) Less than 1 week
b) 1 to 2 weeks
c) 2 to 3 weeks
d) 3 to 4 weeks
e) More than 4 weeks
7) How does your sales vary according to season?

a) Less than 10%
b) 10% to 30%
c) 30% to 50%
d) More than 50%
8) Which quantity packing is sold the most?

a) Less than 50
b) 50-100
c) 100-200
d) 200-500
e) More than 500
9) Would you recommend new brand to the customers?
a) Yes
b) No
c) May be
10) Would you try to sell a new brand?

a) Yes
b) No
c) May be
REFERENCES:
 Bhatti, K. L., & Latif, S. (2014). The Impact of Visual Merchandising on Consumer
Impulse Buying Behavior. Eurasian Journal of Business and Management, 2(1), 24-35
 http://knowledge.insead.edu/business-finance/marketing/visual-equity-being-front-and-
centre-increases-sales-1312.
 https://prowess.cmie.com/
 https://economictimes.indiatimes.com
 https://euromonitor.com
 https://businessstandard.com

Sales Growth Strategy for Havmor Ice Cream in Gurugram and Faridabad

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Sales Growth Strategy for Havmor Ice Cream in Gurugram and Faridabad

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A

SALES GROWTH STRATEGY FOR GURUGRAM AND

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

GREATER NOIDA (U.P.)

UNDER GUIDANCE OF: SUBMITTED BY:

Prof. Dhruva Chak Monil J Shah

SUMMER INTERNSHIP CERTIFICATE…...........................................4

LIST OF CHARTS AND GRAPHS

Market share of each player in the industry............................12

PGDM (Marketing) has worked on a summer project titled “Sales

Growth strategy for Gurugram and Faridabad at Havmor ice cream

Limited after Trimester-III in partial fulfillment of the requirement for

the Post Graduate Diploma in Management programme. This is his

original work to the best of my knowledge.

Birla Institute of Management Technology,

Mr. Shashi Shekhar sir,

I, Monil J Shah a student of Birla Institute of Management Technology (BIMTECH), hereby

I guarantee/underwrite my research work to be authentic and original to the best of my

Date: May 29 2017

ABOUT THE PROJECT:

INTRODUCTION OF ICE-CREAM INDUSTRY:

MAJOR PLAYERS OF ICE-CREAM MARKET:

Brand name Percentage Share

 Kwality walls 14 percent

 Mother dairy 8 percent

 Cream Bell 6 percent

 Regional and niche 22 percent

CHALLENGES FACED BY THE ICE-CREAM INDUSTRY:

INTRODUCTION ABOUT THE COMPANY:

FOUNDER:SATISH CHANDRA CHONA

Small Beginning, Big Vision;

LOCATION AND LAYOUT:

The raw material procurement system is as follows:

From the plant the following steps are carried out:

CARRYING AND FORWARDING AGENTS

All the products are manufactured under AGMARK standard.

• Improve distribution network across India and gain market share.

• Threat from the existing competitors as well as local ice-cream brands.

MARKETING MIX OF HAVMOR

SALES GROWTH STRATERGY FOR GURUGRAM AND

The detailed specifications of the project are as follows:

a) Number of Pushcarts on road with location (Commonly known as Adda)

 Daily Gate Meeting with Vendors

Name: Jyoti enterprise

Key contact person: Ravinder Chowdary

Contact number: 8742944044

Total number of pushcarts: 28

Average sales per day is between 1500-2000/ day/vendor

Number of double fridge pushcarts: 12

Number of single fridge pushcarts: 13

Three Pushcarts are without any FOW.

1) No deep freezer for storage.

1) At least 2 to 3 fridges for storage.

1) Two fridge for storage which are not branded.

1) Branding of the fridge.

Name: Yogesh Enterprise

1) Cold storage room.

1) Vending scheme is in place.

1) More deep freezer storage is required.

VRS point analysis in Faridabad:

Name: Birender Sharma Enterprise

1) Two fridges for storage.

1) Prices to be printed on the variety charts.