Marketing Plan

Goa Beverages
Established in August 2002 by Zuwarkar Group.
Started with six employees and now employee strength

has grown up to fifteen.

Goa beverages have 350 retailers or customers in North

Goa and 250 in south.

Mission
Expand and diversify the Zuwarkar Group.

Vision
To achieve double digit growth

Company Description
Kwality Walls was launched in 1995 as Hindustan

Unilever Ltd. master brand for ice cream.

Started by merging 6 existing ice cream brands in the

country & then launched Kwality walls range of icecream & frozen desserts.
Kwality walls products have shelf life of one year.

Industry Analysis:
60% of the ice cream market in India is captured

by local brands.
Ice cream consumption is 0.1 litres per person

annually in India.

Reasons for growth

Rising disposable income.
Largest middle class population in the world.

One of the fastest growing economies in the

world.

STRENGTHS

SWOT Analysis

OPPOURTUINITIES
New market areas Magnum-premium ice-cream by Kwality Walls Rural penetration - regular power supply is an opportunity to target rural markets

International brand Product range Longer shelf life Large area High margin to retailers Long Relationship with retailers

Products are expensive compared Launch of London dairy and to competitors other competitors in Goa Location of warehouse Uncertainties in weather Absence Of Sugar-Free Ice Cream

Expanses and Overheads

Transportation,
Infrastructure(cold storage, refrigerators, power

generators),
Damages (0.5% of sales-due to power cuts)

Target Market
Health conscious people
Teens and young adults

Kids

Strategies for Product Market Fit

Market research is carried out by third parties (AC NELSON) HUl has provided Goa beverages with a software Unify The retailers are divided in to three categories 1. Better store

2. Normal Store
3. High value store

Suggestion
Targeting areas where there are large number of

potential buyers
Retail shops near dentists clinic. Deal with tours and travels stop at their retailers shops Conduct events while launching new product

Conclusion
Considering the current economy ice cream has

become a luxury.
offers, increasing the margins to the retailers. R & D to develop new sugar free products.

What are the components of a modern marketing information system?

No formal marketing information system.
Receives information from its salesmen, sub distributors, area sales

manager.
Salesman sends reports daily to the Goa Beverages.
Distributor

sends reports to Hindustan Unilever Ltd who

manufactures the products.

HUL analyzes and sends processed data to distributor. Salesman use telephone to take orders from retailers.

What are useful internal records?

Goa Beverages receives daily sales reports from its sales person.
Sales report tells about product demands. Goa beverages follows a system of Bill by- Bill credit .In this the

payment of order supplied is collected during supply of next order.

Goa beverages maintains a inventory of their goods inward and

outward from their cold storage.

Salesman receive information from retailers regarding demand

,consumers responses to launch of new products.

What is involved in a marketing intelligence system?

Goa Beverages works with regional sales managers appointed by the

Hindustan Unilever Ltd to find marketing intelligence.

Sales managers visit various Kwality walls ice cream parlours and retailers

and receive information from them.

Sales force and retailers are motivated by providing them incentives such as

trade discounts, credits etc.

Sales man are given commission etc. Goa beverages is a part of Zuwarkar Group also set up Facebook Page so

that its customers can directly get in touch with them.