vitthal project

8/14/2019 Vitthal Project

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ICE CREAM INDUSTRY PROFILE

Ice-cream

The Indian ice cream marketwas 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 Dinshaws 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

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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.

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Indian Ice Cream Industry Growth

Year crore1997-98 500

1998-99 575

1999-2000 661.25

2000-2001 760.43

2001-2003 874.49

2003-2004 1005.66

I.B.M.R.D. ANagar

Indian Ice-cream industry growth

0

200

400

600

800

1000

1200

1997-98 1998-99 1999-

2000

2000-

2001

2001-

2003

2003-

2004

year

Rs.

Crore

crore


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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. DINSHAWS 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 Nagpurs 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, Nagpurs gentry had extended ice cream eating into the winter and the name

DINSHAWS had become synonymous with the ice cream in Nagpur.

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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 DINSHAWS goodwill spawned a net work of enthusiastic

dealer-franchises all over central India, where DINSHAWS enjoy near monopoly even today.

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

which gave them their initial success, became the foundation ofDINSHAWSbusiness edifice.

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

associates and its ultimate consumer. By 1987 DINSHAWS 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 DINSHAWS 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 ofVALUE

FOR MONEY forced continuous expansion and modernization of manufacturing capacities

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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 DINSHAWSbecame the first branded

milk to be sold in Nagpur.

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

environment, DINSHAWS 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, Dinshaws foray in

Bombay has been on a low key. DINSHAWS 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.

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PRODUCT PROFILE

Product is the first of the four Ps 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

StrawberryVanilla

Big Cups 100 ML.Kesar pista

Choco chips

Kaju Kismis

Butter ScotchMango

Pista

StrawberryVanilla

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 BadamMocha Almond

Banana Split

Kesar Kamaal

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King Alphanso

Fruit Overload

Choco ChipsButter Scotch

Pineapple Supreme

Smart Packs 400 ML. & 900 MLSmart Raspberry .

Smart Mango Tago

Family Packs 500 ML.

Vanilla

StarwberryPista

PartyPacks 1000 MLKesar PistaButter Scotch

3 in 1

Strawberry(33% extra)Vanilla (33% extra)

Log 750 ML.Lamour

Club Pack 2 Ltr.

Novelties

SundaesMaha Sundae 150 ML.

Butter Scotch 100 ML

Mocha Almond 100 MLFruity Fundae 100 ML

Novelties 150 ML.

Cassatta

Flora KulfiYorker

Cones

Carnival 120 ML.& 60 ML.

Butter ScotchChoco chips

Orange city

Badam Roasted

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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

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OBJECTIVES

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

2) To find Market share of Dinshaws in outskits of Pune city.

3) Developing the marketing strategy .

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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 .

Dinshaws 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. ANagar

Suspects

Prospects

First Time Customers

Repeat Customers

Clients

Disqualified Prospects

Members

Advocates

Partners

Inactive or ex custemers


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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 Dinshaws

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

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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

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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 , Dinshaws 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.

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THE AREA WISE BREAKUP

1) Hadapsar

Mohammadwadi Road

No of outlets visited :- 10

Market leader :- Local Ice-cream makers

Existing brands :- Vadilal , AmulIntrsted :- 3

Avg Sales per outlet :- Rs. 4000 to 6000

Towards Solapur


Market leader :- Vadilal

In majari less ice-cream parlors

Existing brands :- Vadilal , Amul Dinshaws , Freshna ,

Intrsted :-4 to 5 retailers are interested but

afterDiwali , also the garden restaurants areinterested to keep the brand

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

Towards saswad fursungi


Market leader :- Vadilal + Amul

Existing brands :- Vadilal , Amul , KawareIntrsted :- 3

Avg Sales per outlet :- Rs 7500 to 10,000

Remarks :-Awareness among retailers about Dinshaws ice-

cream.

Market will defiantly respond if targeted in

December January .

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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

Market Share

Amul 15

Vadilal 9

K.W. 6

Dinshaw's 5

others 5

I.B.M.R.D. ANagar

Hadapsar Area

mohmadwadi

32%

solapur road

36%

saswad road

32%

mohmadwadi

solapur road

saswad road

Market share (Hadapsar)

Amul

37%

Vadilal

22%

K.W.

15%

Dinshaw's

13%

others

13%

Amul

Vadilal

K.W.

Dinshaw's

others


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2) From Alandi road to Vishrantwadi

Maula Road :-


Market leader :- AmulExisting brands :- Vadilal , Amul , Kaware

Intrsted :- 2


Sainik Nagar:-


Market leader :- Amul

Existing brands :- Vadilal , Amul , Kaware , Kwality wallsIntrsted :- 1


Visharantwadi :-



Existing brands :- Vadilal , Amul , Kaware , Kwality wallsIntrsted :- 1


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

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Some of retailers places 3 brands according to consciousness and

demand of customer

So there is room to introduce Dinshaws in such outlets .

From Alandi Road to Vishrantwadi


MaulaRoad 7 2 29%

Sainik Nagar 5 1 20%

Vishrantwadi 10 1 10%

22

Market Share

Amul 12

Vadilal 6

K.W. 1

Dinshaw's 0

others 3

I.B.M.R.D. ANagar

Alandi Road to vishrantwadi

maulaRoad

49%

sainik Nagar

34%

Vishrantwadi

17%

maulaRoad

sainik Nagar

Vishrantwadi

54%

27%

5%

0%

14%

Amul

Vadialal

K.W.

Dinshaws

others


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3) Yerwada

Yerwada Market yard


Market leader :- Amul , + freshnaExisting brands :- Amul , Kaware, Vadilal , Freshna

Intrsted :- 2

Avg Sales per outlet :- Rs 20,000 to 25,000

Yerwada Jail road


Market leader :- AmulExisting brands :- Amul , Kwality walls, Freshina

Intrsted :- nil


Nagpur Chal and Mhada


Market leader :- AmulExisting brands :- Amul , Vadilal , Freshina , Kwality walls

Intrsted :- nil


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

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Yerwada


Market Yard 12 2 17%

Jail Road 7 0 0%

Nagpur chal &Mhada 10 0 0%

29

Market Share

Amul 15

Vadilal 7

K.W. 1

Dinshaws 0

Others 6

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100%

0%

0%

Market Yard

Jail Road

Nagpur chal &Mhada

Amul

52%

Vadialal

24%

K.W.

3%

Dinshaw s

0%

others

21%

Amul

Vadialal

K.W.

Dinshaw s

others


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4 ) ANagar Road

Viman Nagar:

No of outlets visited :- 10Market leader :- Vadilal

Existing brands :- Vadilal , Dinshaws , Amul

Intrsted :- 3Avg Sales per outlet :- Rs 20,000 to 25,000

Kalyani Nagar



Existing brands :- Amul , Kwality walls , Vadilal

Intrsted :- nilAvg Sales per outlet :- Rs 20,000 to 25,000

Vadgaon sheri road


Market leader :- AmulExisting brands :- Amul , Pastonji

Intrsted :- 1

Avg Sales per outlet :- Rs 5000 to 7000

Solapur Bypass


Market leader :- -

Existing brands :- Kwality walls + Local


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Chandan Nagar


Market leader :- Amul+VadilalExisting brands :- Amul , Vadilal , Kaware, Freshina ,

Intrsted :- nil


Remarks :-

Viman Nagar is only area where response is high

If this area is targeted defiantly Dinshaws 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.

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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

Market Share

Amul 18

Vadilal 11

K.W. 5

Dinshaws 1

others 10

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20%

0%

11%

69%

0%

Viman Nagar

Kalyani Nagar

Vadgaon sheri road

Solapur Bypass

Chandan Nagar

41%

24%

11%

2%

22%

Amul

Vadialal

K.W.

Dinshaw s

others


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5 ) Old Pune Mumbai Bypass

Khadaki Station :- No of outlets visited :- 3


Existing brands :- Amul , Vadilal ,


Bopodi


Market leader :- Kwality walls and AmulExisting brands :- Amul , Vadilal , Delezia , Kwality walls

Intrsted :- nil


Kasarwadi



Existing brands :- Amul , Vadilal , Pastonji


Vallabh nagar


Market leader :- Amul and local

Existing brands :- Amul , Vadilal , Kwality walls , DeleziaIntrsted :- nil


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Kharalwadi


Market leader :- AmulExisting brands :- Amul , Delezia , Zebra ,


Pimpari


Market leader :- AmulExisting brands :- Amul , Vadilal , Dinshaws , DeleziaIntrsted :- 2


Chinchwad



Existing brands :- Amul , Vadilal , Kaware , Kwality walls ,Pastonji,

Intrsted :- 2


Akurdi

No of outlets visited :- 5Market leader :- Amul

Existing brands :- Amul , Vadilal, Kwality wallsIntrsted :- 1


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Nigadi


Market leader :- VadilalExisting brands :- Amul , Vadilal , Funtacy , Zebra

Intrsted :- nil


Remark :-

Amul and Vadilal has maximum share on the highway

Dinshaws 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

Dinshaws Has good Market share in Chinchwad especially Chinchwadgaon

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Amul

32%

Vadialal

23%

K.W.

18%

Dinshaws

12%

others

15%

Amul

Vadialal

K.W.

Dinshaws

others

Old Pune Mumbai Highway


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

Market ShareAmul 21

Vadilal 15

K.W. 12

Dinshaws 8

Others 10

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0%0%

24%

0%

0%

19%

38%

19%0% Khadaki station

Bopodi

Kasarwadi

Vallabhnagar

Khalarw adi

Pimpari

Chinchw ad

Akurdi

Nigadi


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6) Kothrud To Malwadi

Karve Nagar



Existing brands :- Amul , Vadilal , Sujjata , FuntacyIntrsted :- nil


Warje Malwadi


Market leader :- Dinshaws & AmulExisting brands :- Amul , Dinshaws Vadilal , Freshina ,

Intrsted :- 1


Remarks :-

Dinshaws 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 Dinshaws and

finally he left the business which lasts for 7 years . and now he is selling

Vadilal ice-cream.

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Karve Nagar

Warje-Malw adi

Karve Nagar

Warje-Malw adi

Kothrud To Malwadi


Karve Nagar 5 0 0%

Warje-Malwadi 7 2 29%

12

Market Share

Amul 5

Vadilal 4

K.W. 0

Dinshaws 6

Others 3

Average Sales (In Rs.) During Feb to July

I.B.M.R.D. ANagar

Amul

28%

Vadialal22%K.W.

0%

Dinshaws

33%

others

17%

Amul

Vadialal

K.W.

Dinshaw s

others


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Area Avg Sales

Hadapsar 8333

Alandi Road to Vishrantwadi 13500

Yerwada 19166.33

A' Nagar Road 18300Mumbai Pune Highway 20333

Kothrud To Waje Malwadi 17500

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

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Avg Sales

0

5000

10000

15000

20000

25000

Hadapsar Alandi Road to

Vishrantwadi

Yerwada A' Nagar Road Mumbai Pune

Highway

Kothrud To

Waje Malwadi

Area

Rs.


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Dinshaws 10.50%

Kwality Walls 8.66%

Amul 36.66%

Vadilal 27.83%

Others 15.16%

AREAWISE BRAND AWARENESS

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Dinshaws

11%

Kwality Walls9%

Amul

37%

Vadilal

28%

Others

15%

Dinshaws

Kwality Walls

Amul

Vadilal

Others


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Area No of Outlet %age

Hadpasar 30 85%

Alandi Road to Vishrantwadi 5 22.72%

Yerwada 15 51.72%ANagar Road 12 27%

Old Pune - Mumbai highway 29 50%

Kothhrud To Warje Malwadi 11 91.66%

MARKETING STRATEGY

I.B.M.R.D. ANagar

Brand Awareness

0%

10%

20%

30%

40%

50%

60%

70%

80%90%

100%

1

Area

awareness%age

Hadpasar

Alandi Road to

Vishrantwadi

Yerwada

ANagar Road

Old Pune -

Mumbai highway

Kothhrud To WarjeMalwadi


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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 Dinshaws ice-cream.

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

of Hindusthan Lever Ltd. Dinshaws 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 arefourtools are as follows

Product

Price

Place &

Promotion

PRODUCT

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Product is the first of the four Ps 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.

Dinshaws has wide range of products from scoop to family packs .

Type Quantity

Cups 50 ML.

Fundae

Strawberry

Vanilla

Big Cups 100 ML.

Kesar pistaChoco chips

Kaju Kismis

Butter ScotchMango

Pista

StrawberryVanilla

Bars

Ice Lolies 50 ML.Heart Beat 100ML

Tripple Treat 100 MLChamp Chocobar 100 ML.

Chocobar 100 ML.Kulfi 100 ML.

Take Home Packs

Family Tubs 500 ML.

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Anjir Badam

Mocha Almond

Banana SplitKesar Kamaal

King AlphansoFruit Overload

Choco ChipsButter Scotch

Pineapple Supreme

Smart Packs 400 ML. & 900 ML

Smart Raspberry .

Smart Mango Tago

Family Packs 500 ML.

Vanilla

Starwberry

Pista

PartyPacks 1000 ML

Kesar Pista

Butter Scotch

3 in 1Strawberry(33% extra)

Vanilla (33% extra)

Log 750 ML.Lamour

Club Pack 2 Ltr.

Novelties

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Sundaes

Maha Sundae 150 ML.

Butter Scotch 100 MLMocha Almond 100 ML

Fruity Fundae 100 ML

Novelties 150 ML.

Cassatta

Flora KulfiYorker

Cones

Carnival 120 ML.& 60 ML.

Butter Scotch

Choco chipsOrange city

Badam Roasted

PROMOTION

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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 Dinshaws carries promotions such as

Special price offers during Ganesh Festivals.

Distribution of coupons in college on friendship day

Dinshaws 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

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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 Dinshaws products are higher as compared with their competitors ,

Due to this Dinshaws 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 Dinshaws 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

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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 daysDinshaws 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 **

Dinshaws Poor service during peak season **

Others Always about Quality *

Rating levels

**** 100% satisfied

*** more than 80%

** more than 60 %

* Below 60%

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TABLE 4

Dealer Margins

Company Percentage

Amul 17.85%

Vadilal 22.65%

Kwality- Walls 19%

Dinshaws 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

Important Total

Taste 39 29 78

Price 58 31 89

Company Image 10 3 13

Advertisement 15 5 20

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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.

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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

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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 .

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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 Dinshaws 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 Dinshaws has less visibility , which has capability to

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

3) Dinshaws Pricing structure is much higher as compared to nearest competitors .so it

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

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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.

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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

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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 ?

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BIBLIOGRAPHY

1) Marketing Management

Phillp Kotler 11th edition 2003

2) Research Methodology

C.R.Kothari 2nd edition

3) Business India

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Acknowledgement

I would like to acknowledge my deep sense of gratitude

to Dinshaws 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 .

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I would also like to thankMr. J.P. Pingle (Regional sales

manager ) and Dr. Shirur sir Director (Institute of

Business Management & Rural Development, ANagar) who

has guided me in doing this project inspite of their busy

schedule.

Vitthal P. Bodakhe

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CONTENTS

1) Ice- Cream Industry

2) Company Profile

3) Product Profile

4) Research Methodology

Objective

The Prospects

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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 .

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His performance has been found to be Sincere & satisfactory .

Project Duration

From 25th May 2004 to 20th July 2004

Promodkumar Chintawar

Business Development Manager

Dinshaws Dairy Foods Ltd . Pune .

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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

Dinshaws Dairy Foods Ltd . Pune .

vitthal project

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