A
Functional Report
On Marketing Department of
HAVMOR ICE CREAM LTD.
Sumitte! "#$ Karan .N. Shah
Cla%%$ Sy. BBA
Di&i%ion$ ‘B’
Roll 'o. $ 32
Sumitte! To$(
Shri Chimanbhai Patel Institute of
Business Administration
Aca!emic )ear: - 201!1"
*reface
?Management means managing men and other resources. To be able
to do this successfully practical exposure is an effective
instrument.
?From the initial project report hich catered to general
exposure! this project report varies as it focuses on a single
speciali"ation.
?This subject aims to sharpen the communicative s#ills of the
students through practical training in some of the important
s#ills re$uired to be mastered by middle and higher level
managers.
?This project report is based on industrial visit and information
provided there from.
Ackno+le!gement
?The successful completion of this project report ould not have
been possible ithout co-operation % support of my professor!
friends and my institute.
?& forard gratitude to the respected director of my institute for
arranging this visit. & am heartily than#ful to the management of
company for providing me an opportunity to ma#e a study of
practical training in their organi"ation. & am also than#ful to my
professors ith hose help! the training as made possible %
ho have provided me full guidance! co-operation! and valuable
suggestions about industrial report. & am really obliged to the
company and all the Managers! 'hief (xecutives and other
persons of the company ho heartily gave me information about
the company.
? & am than#ful to my college seniors and all those ho have
directly or indirectly helped me on preparation of this project
report.
)ith Than#s*.
+lace: ,hmedabad -ours .incerely
/ate: 000000000000 1aran .2. .hah
.y.33, 435 6oll 2o. 32
[1]
Hi%tor# of Ice cream In!u%tr#
? The Evolution of Ice Cream
&ce cream7s origins are #non to reach bac# as far as the second century
3.'.! although no specific date of origin or inventor has been
indisputably credited ith its discovery. )e #no that ,lexander the
8reat enjoyed sno and ice flavored ith honey and nectar. 3iblical
references also sho that 1ing .olomon as fond of iced drin#s during
harvesting. /uring the 6oman (mpire! 2ero 'laudius 'aesar 9,./. :;-
<=> fre$uently sent runners into the mountains for sno! hich as then
flavored ith fruits and juices.
?ver a thousand years later! Marco +olo returned to &taly from the Far
(ast ith a recipe that closely resembled hat is no called sherbet.
@istorians estimate that this recipe evolved into ice cream sometime in
the A=th century. (ngland seems to have discovered ice cream at the
same time! or perhaps even earlier than the &talians. B'ream &ce!B as it
as called! appeared regularly at the table of 'harles & during the ACth
century. France as introduced to similar fro"en desserts in A::3 by the
&talian 'atherine de Medici hen she became the ife of @enry && of
France. &t asn7t until A==D that ice cream as made available to the
general public. The .icilian +rocopio introduced a recipe blending mil#!
cream! butter and eggs at Caf# Pro$o%e! the first cafE in +aris.
[2]
Hi%tor# of Ha&mor Ice cream% *&t. Lt!.
FOUNDER:
.,T&.@.'2/6, '@?2,
&n AF;;! .atish 'handra 'hona suddenly put the bra#es
on his successful career as a 8round (ngineer ith
3?,'! and turned a businessman.
This came as a surprise to most of his colleagues and
friends. 3ut the bigger surprise as the product he chose
to manufacture -- &ce 'reamsG
3ut young .atish 'hona as not painting on ice. ,s a
vocation! he had already mastered the art of &ce 'ream-
ma#ing from his uncle! /inanath 'hona! domicile in
1arachi then. &n fact! he already as a taste innovator!
experimenting ith jellies and unusual &ce 'ream
ingredients.
Then! the +artition of &ndia happened. ,nd he had to
relocate his venture to ,hmedabad! and start afresh. @is
high $uality &ce 'reams immediately made an impression
in the mar#et. .oon! through continual taste innovations
and steady facility expansion! he bla"ed ne trails! and
emerged as a prominent mar#et presence in )estern
&ndia.
[3]
Small Beginning, Big Vision; Great Ambitions
@avmor &ce 'ream began its branded life in AF;; in
1arachi! in undivided &ndia. 3y AF;C! it as a popular
local brand there.
3ut in AF;C! in the a#e of the +artition! its founder
.atish 'hona had to join the exodus into &ndia! ith
virtually no moveable assets. .earching for a ne turf! he
tried out /ehra /un and &ndore! and finally! settled don
in ,hmedabad.
2o! it as not a case of 4brand relocation5! or anything
else as fanciful. @e had to start the venture from scratch
again. &n fact! he had to begin from a hand-cart at the
,hmedabad 6ailay .tation! churning out the &ce 'ream
manually.
@e called this fledgling brand 4@avmor5 -- a neologism
for 4@ave More5 -- hich meant the customer got more
value for money! and more taste to relish! from his &ce
'reams.
+erhaps he didn5t #no it then! but he had laid the
foundation for one of )estern &ndia5s most enduring
mar#et legends.
,nd good $uality! li#e good character! ins over the
situation sooner or later. Today! @avmor &ce 'ream is a
delicious facet of )estern &ndia5s daily life! and part of its
mar#et lore. &t reaches hundreds of thousands of
consumers through C main outlets and 3!<DDHplus
dealers. That5s a very! very long ay from a hand-cart.
[4]
Compan# *rofile
?Full Name: @,IM?6 F??/ +IT JT/.
?Business T!e: Manufacturer! /istributorK)holesaler! other
?Form o" Organi#ation: +rivate Jtd. 'ompany
?Registere$ A$$ress: Modern &ndustrial (stateL
3ehind 2aroda fire station:
2aroda roadL
,hmedabad.
?%ear o" establis&ment: AC
th
?ctober! AF;;.
?'ountr: &ndia
?Fa(tor )o(ation: ,hmedabad! 2aroda
?No. o" Em!loees: ?ver
D employees
?*&one No. : +FACF M 2=:CCDCDK2=:C3D
?Fa, : HFACF M 32;:3<;;
?-ebsite : ....&a/mor.(om
?'erti"i(ate : &.? 22DDD M 2DD: and @,''+ 'ertified
[5]
O",ECTIVES$
?To provide maximum satisfaction and elfare to employees by
providing them fair ages and other facilities to create a
healthy industry relations.
?Main and 3asic objectives of enterprise are to earn profit by
fulfilling social objectives.
?,fter earning to ma#e the brand name of company effectives.
?To &ncrease mar#et share regionally and nationally.
?To +rovides good $uality product at reasonable rate.
?To improve production efficiency.
MISSIO'
)e! at @,IM?6! are committed to offer the finest $uality
products to our customers at the best value for money ! driven
by the motto of 8??/2(.. 9 ,'@,&> ! T6NT@FNJ2(..
9.,'@@,&> % 'J(,2J&2(.. 9 .,F,&>.
VISIO'
[6]
@,IM?6! as a group ill be an outstanding and reputed food
company ith an annual turnover exceeding 6s.: billion by the
year 2DA:. 3y the year 2D2D e ill be amongst the top three
&ce cream brands in &ndia ith a turnover exceeding 6s.A:
billion.
COM*ETITORS
The list of competitors! of @avmor! in &ndia is as under:
? ,run &ce creams
? ,mul
? 3as#in % 6obbins
? /airy /en
? &deal &ce creams
? 1ality )all5s
? Mother /airy
? Iadilal
The above list is the competitors5 list of @avmor across &ndia.
?ver the globe there are many &ce cream producing
companies li#e @ershey5s! 3lue bunny! /airy Oueen etc.
[7]
[8]
Intro!uction to Marketing Intro!uction to Marketing
@avmor food has established a ne strategyL a business unit called
Micro Mar#eting division in the rural mar#ets of &ndia.
The division $ueries mar#et generic mar#eting began to play an
increasingly important role ith the certain colony personating orld
over ith the coming of important of generic mar#et in &ndia and it
gaining full hold in certain mar#et ith in a very short span of this
division has established its self in the mar#et.
The goal of mar#eting is to create customer5s satisfaction
profitable by building value-laden relationships ith important
customers. The mar#eting department can not accomplish this
[9]
goal by itselfL it must team up closely ith other department ith
organi"ation throughout its entire value delivery system to provide
superior value customers. This mar#eting calls up every one in
the superior value and satisfaction.
To ma#e all the or# smoother the group has created division has its
on special identity in the mar#et and it tops products.
0AR1ET2NG DE*ART0ENT
,/I(6T&.&28 +,'1,8&28 .(JJ&28
MAR-ETI'. OR.A'ISATIO'
The marketing manager Mr. Kunal Desai handles
the marketing department of the company. He
works directly under the general manager Mr.
Pradip Chona Basic ideas of packaging and
designing coups from Mr. Chona and the rest
marketing work is governed y Mr. Kamal Desai
under there are three regional a!airs respectively
in "hmedaad# $a%kot and &urat 'hich are not
hot market of the company under the three
regional a!airs there courses distriution ())
retailers under distriutors work to make availale
ice cream to the altimeter consumers. "lso seven
e*ecutive+s Havmor parlors in "hmedaad work
[10]
directly under the regional manager in charge.
The whole scene ecomes understandale with
the help of following diagrams,
The following chart represents the entire
organi-ation structure of the Havmor Company.
.eneral Manager
/Mr.Pradip Chona0
?
Marketing Manager
/Mr. Kamal Desai0
?
$egional Manager $egional Manager
$egional Manager
1"HM2D"B"D3 1&4$"T3
1$"5K6T3
/istributors /istributors /istributors
6etailers 6etailers 6etailers
'ustomers 'ustomers 'ustomers
[11]
'e+ *ro!uct Launc/e% # Ha&mor
Folloing are the recent products lunched by @avmor &ce
creams Jtd:
? 'N+.:-
? 'hocP 3iscotti
? Fresh .itafal
? 1esar (laichi
? ',2/&(.:-
? /ig M ins
? Fruito 8uava
? Fruito 8rape
? 'lassic 'aramel
? 3erry 3last
? 3a"inga 'andy
? 3loc#buster 'hocP .traberry
? &'( '6(,M ',1(.:-
? 6ed Ielvet &ce cream 'a#e
? '?2(.:-
? 'hocP 3loc#
[12]
Marketing Mi0
?nce the company has decided on its overall competitive mar#eting
strategy! it is ready to being planning the details of the mar#eting mix.
The mar#eting mix is one of the major concepts in modern mar#eting.
)e define mar#eting mix as the set of controllable tactical mar#eting
[13]
tools that the firm blends to produce the response it ants in the target
mar#eting. The mar#eting mix consists of everything the firm can do to
influence the demand for its product. The many possibilities can be
collected into four groups of variables #non as the QFour +sR: product!
price! place! and promotion. Figure :-= shos the particular mar#eting
tools under each +.
*ro$u(t means the Qgoods-and-serviceR combination the company
offers to the target mar#eting. Thus! a Ford Taurus QproductR consists of
nuts and bolts! spar# plugs! pistons! headlights! and thousands of other
parts. Ford offers several Taurus styles and do"ens of optional features.
The car comes fully serviced and ith a comprehensive arranty that is
as much a part of the product as the tailpipe.
*ri(e is the amounts of money customers have to pay to obtain the
product. Ford calculates suggested retail price that its dealers might
change for each Taurus. 3ut Ford dealers really change the full stic#er
price. &nstead! they negotiate the price ith each customer! offering
discounts! and trade-in alloances! and 'redit terms to adjust for the
current competitive situation and to bring the price into line ith the
buyer5s perception of the car5s value.
*la(e includes company activities that ma#e the product available to
target consumers. Ford maintains a large body of indecently oned
dealerships that sell the company5s many different models. Ford selects
its dealers carefully and supports them strongly. The dealers #eep an
inventory of Ford automobiles! demonstrate them to potential buyers
negotiate prices! close sales! and service the cars after the sale.
*romotion means activities that communicate the merits of the product
and persuade target customers to buy it. Ford spends more than S=DD
million each year on advertising to tell consumers about the company
and its products. /ealership sales people assist potential buyers and
persuade them that Ford is the best car for them. Ford and its dealers
offer special promotions- sales! cash rebates! and lo financing rates- as
[14]
added purchase incentives. The folloing diagram represents Mar#eting
Mix:
Figure: : Mar#eting Mix
[15]
• P$7C2
8ist Price
Discounts
"llowances
Payment
Credit Terms
• P$6D4CT
9ariety
:uality
;eatures
Brand
&i-es
&ervices
'arranties
$eturns
Target
Customers
Intended
Buyers
• P8"C2
Coverage
8ocation
7nventory
8ogistics
Transportati
on
• P$6M6T76<
"dvertising
Channels
Personal &elling
&ales Promotion
"ssortments
Pulic $elations
[16]
*ROD1CT *LA''I'.
• &e'el of Produ$t.
, product is anything that can be offered to a mar#et for attrition
ac$uisition! used or consumption that might satisfy a anton need
includes +hysical objects! services +erson! +laces! organi"ation ideas.
+roduct planners need to thin# about products and services on their
levels the most basis level is core product! hich addresses the $uestion:
)hat is the buyer really buyingT The core products stands at the centre
of the totals products &t consistent of the core problems solving benefits
that consumers see# hen they buy a product or services. The product
planner must next build or services .The products characteristics a
$uality level! features design a brand name and pac#aging finally the
product planner must build an actual products by offering additional
consumers services and benefits.
'ore product is the problem solving or core benefits that consumers are
really buying hen they obtain a product. &n @avmor ice cream mil#!
sugar! Mil# poder and for standard for fat by the government in ice-
cream constitute Qcore productR at @avmor ice-cream. @ere fat is
maintained at A3Uto A:U by adding butter or cream. ,lso they add for
restraining ice-cream.
,ctual product is the product5s parts Ouality levels! features! design
brand name! pac#aging and other attribute that combine to deliver core
products benefits. &nml! 2DDml! A liter and ; liter s pac#! in hich
may be cardboard or transparent plastic bol! or bol shaped. &n 2DDD
ice-cream flavors! the company has introduced a $uite distinctive
design. Q@avmorR is the brand name under hich all flavors are sold.
,dditional consumer5s services and actual products are called
augmented products. The company product produces perishable so
augmentation is needed.
[17]
CLASSIFICATIO' OF *ROD1CTS
@avmor ice-cream gives of the most famous ice-cream producing
enterprise in 8ujarat. &t has above ADD different products. &ts main
products are ice-creams candies! cones! sundaes! ice cream ca#es etc.
',2/&(.
)oll !o!
=>
ml.
Kala Khatta
pop
?>
ml.
6range ar @)
ml.
Kacchi Keri @)
ml.
Doule Hit ()
ml.
Mini Chocoar ?>
[18]
ml.
Ka%u Candy @)
ml.
Classic
Chocoar
>)
ml.
?AD Bar >)
ml.
$asperry
Dolly
@)
ml.
Mango Dolly @)
ml.
Chocoar @)
ml.
Chowpaty
KulB
C)
ml.
Dulu Bar ()
ml.
S0A)) 'U*S:
[19]
+roducts :uantity
Plain Pista E) ml.
9anilla E) ml.
B2G 'U*S:
PRO!CT" #!$%TIT&
$oyal .ula =)) ml.
9anilla =)) ml.
&trawerry =)) ml.
Chocolate
Chips
=)) ml.
Bonan-a =)) ml.
Ka%u Draksh =)) ml.
Butter &cotch =)) ml.
Ka%u "n%ir =)) ml.
Kesar Pista =)) ml.
$a% Bhog =)) ml.
[20]
'ONES:
PRO!CT" #T&'
$ingo Bings =F)
ml.
Choco 9anilla =F)
ml.
&trawerry =F)
ml.
Chocolate =F)
ml.
Butter &cotch =F)
ml.
Kesar Pista =F)
ml.
$a%a $ani =F)
ml.
[21]
Sun$aes:
*ro$u(ts 3t.
Jitchi .undae <D ml
Jime % Jemon <D ml
'hoco .undae <D ml
Mango .undae <D ml
.traberry .undae <D ml
'hic 'hoc A2: ml.
.uper .undae A2: ml.
6ose +etal C ml.
3lac# 'urrent C ml.
Mocha 3ronie Fudge C ml.
'aramel 'runch C ml.
'hoconut French Ianilla C ml.
Mango .traberry C ml.
[22]
NOVE)T2ES:
*RODU'TS 3T%.
Malai KulB
E) ml.
$oll cut
=F)ml.
Badam Pista KulB
E)ml.
$a%a $ani $oll cut
=F)ml.
Cookie 7ce cream &andwich
1Chocolate3
=F> ml.
Cookie 7ce cream &andwich19anilla3
=F>ml.
&andwich 7ce cream
=)) ml.
Cassata cut
=F) ml.
&uper &undae BonABon
=( ml.
Black ;orest 7ce cream Pastry
=)) ml.
;ifty ;ifty $oll cut
=F) ml.
$a--mata--
() ml.
Famil an$ Ot&er *a(4s
*ro$u(ts 3t.
$oyal .ula A2DD ml.
6oasted ,lmond A2DD ml.
'hocolate A2DD ml.
,merican 2uts A2DD ml.
[23]
.iss 'a#e A2DD ml.
Fresh .traberry
A2DD ml.
?range Tang
A2DD ml.
Ianilla
A2DD ml.
Fresh +ineapple
A2DD ml.
'hocolate 'hips 2DDD ml.
Mango 6ipple 2DDD ml.
3utter .cotch 2DDD ml.
'herry 3erry ;DDD ml.
1aju /ra#sh ;DDD ml.
6ich 'offee ;DDD ml.
+an &ce cream CDD ml
6aj bhog CDD ml.
1esar Malai CDD ml.
,merican 2uts CDD ml.
'oo#ies % 'reamDD ml.
3utter .cotchDD ml.
3onan"aDD ml.
+ina 'hipsDD ml.
,lmond 'arnivalDD ml.
1aju ,njirDD ml
These are the variety of products and they are of reasonable rates and
after having hich the consumers say:
“Once More…………………… Havmor”
[24]
23 *ROD1CT DECISIO'
Figure M 2 shos the important decisions in the development and
mar#eting of individual5s products and services. )e ill focus on design
about product attributes brandings pac#aging! labeling and product
support services.
*ro$u(t attributes:5
/eveloping a product or service involves defines the benefits that it ill
offer! these benefits are communicated and delivered by product
attribute such as $uality! features and decision.
Figure 6:5
[25]
8aeling
Packaging
Branding Produ(t
$ttr)*utes
Branding:-
3randing means a name! term! signL symbol! or design or a combination
of these! intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
3randing gives the seller several advantages. The brand name becomes
the basis on hich a hole built about the product5s special $ualities.
@avmor &ce cream Jtd. has major branding decisions as follos:
A. 3rand name selection:- , sole name can add greatly to a producer
success. @avmor &ce-cream has selected the name of the products on the
basis of medicine. (.g. @,IM?6 means ),2T M?6(.
2. 3rand sponsor: - @avmor ice cream has sponsor brand of the
product by manufacturing brand! private brand! licensed brand co-
branding.
3. 3rand strategy:- @avmor &ce cream Jtd. 3rand strategy of the
product by line extensions! ne brands and multi brands. ,t @avmor ice
cream they are clearly aare that ell positioned brands! .ustained by a
favorable patient recall of effective and lasting relief from suffering
represent one of the most sustainable strengths in a competitive
pharmaceutical industry. ,s company hose existence has been driven
by this positive customer response. @avmor ice cream has firmly created
distinctive brand e$uity for all its products in the minds of their users.
Packaging and Labeling:-
? +ac#aging means activities of designing and producing the
container or the rapper of a product or products. +ac#aging
involves designing and producing the container or rapper for
product. The pac#age may include the product5s primary
container! a secondary rapper that is thron aay hen the
product is about to be used and shipping pac#age necessary to
[26]
store information appearing on the product label! printed
information appearing on or ith the pac#aging is also part of
pac#aging.
? Jabel is the part of product hich carries verbal information
about the product or seller. &t may be a small strip or printed
statement. Jabel ays rouge from! toys attached from product! to
complex graphic that identify the product or brand! li#e the
product eight ! several things about the producer ho made its
contents % ho it is to be used.
The company uses hard cardboard for family floc#s! transparent
plastic bols for ne flavored ice-cream of 2DDD liters!
straberry shape and thirst in cup candies are sold using stic#s.
Finally % safely the label eight promotes the product through
attractive graphics. @avmor ice cream ma#es no mista#es in their
products pac#aging and labeling.
'e+ *ro!uct De&elopment
Ne( Produ$t )e'elo%ment*
&t means the development of original products! product
improvements! +roduct Modification and ne branded products
through the firm5s on 6 % / efforts.
789 2$ea Generation: 5 The systematic search for ne product
ideas! major sources of hich are internal sources li#e company
executive! company5s sales people5s brains of it5s scientists
engineers! manufacturing people hile external sources include
customer! competitors! suppliers % others.
769 2$ea S(reening: 5 .creening ne product idea in order to
spot good ideas and drop poor once as soon as possible.
7:9 'on(e!t De/elo!ment an$ testing: 5 The idea that
consumer ill favor products that offers the most $uality!
performance! features and that the organi"ation should therefore
devote it5s energy in mar#eting such productivity developments.
[27]
Testing ne product concept ith a group of target consumers to
find out if the concept have strong consumer appeal.
7;9 0ar4eting Strateg De/elo!ment: 5 /esigning an initial
strategy for a ne product based on the product concept.
7<9 Business Analsis: 5 , revie of the sales costs and
profit projection for a product to find out hether their factors
satisfy the company5s objectives.
7=9 *ro$u(t De/elo!ment: 5 , .trategy for company groth by
offering modified or ne product to current mar#et segments.
/eveloping the product concept into a physical product in order
to assort that the product idea can be turned into a or#able
product.
7>9 Test 0ar4eting: 5 The +roduct and Mar#eting program are
tested in more realistic mar#et settings.
7?9 'ommer(iali#ation: 5 &ntroducing a ne product into the
mar#et.
7@9 S!ee$ing u! Ne. *ro$u(t De/elo!ment: 5 ,s approach in
hich one company department or#s individual to complete its
stage of the process before passing the ne product along to the
next department and stage.
@avmor introduces three ne flas ours every three months!
hich are designed to! site different seasons. 2e flavors may be
in chocolate! candies! topo cones etc. /irect experiments are
made since presetting is absorbed. 3asis ideas of pac#ing!
designing are from Mr. 'hona. The company has a very strong 6
% / department.
*ro!uct Segmentation
)herever a mar#et for a product or service consists of to or
more buyers the mar#et is capable of being segmented. That can
be divided in to meaningful buyer groups! the purpose of
segmentation is to determine the largest consumers to prepare
[28]
appropriate. /ividing a mar#et in to distinct group of buyers ith
different needs! characteristics! or behavior ho eight re$uire
separate product or mar#eting mixes is #non as mar#et as
mar#et segmentation. The mar#et segmentation has ; major
bases. &t is as follos.
?8eographical .egmentation
?/emographic .egmentation
?+sychographic .egmentation
?3ehavioral .egmentation
@avmor segments the mar#et on all above bases.
AABGeogra!&i(al Segmentation:5
/ividing a mar#et in to different geographical units such as nation
geographical units such as nations! status regional! countries!
cities or neighborhoods. @avmor has segmented its mar#et mostly
in estern region. &ts mar#et is segmented mostly in 8ujarat.
,part from 8ujarat it has its mar#et in states li#e Maharashtra!
8oa! Madhya +radesh and 6ajasthan. 3ut only in 8ujarat! it has
good mar#et shares.
ABBDemogra!&i( Segmentation:5
/ividing mar#et in to group based on demographical variable
such as age! sex! family si"e! life style! income ! occupation
education race and nationality. @avmor has mar#et segmentation
based on demographical factor such as age. &t has mar#et mainly
segmented for #inds! teenagers and middle aged people. &t
launches special flavors for different aged people.
A'B*s(&ogra!&i(s Segmentation:5
/ividing a mar#et based to different groups based on special on
special class. Jife style or personality characteristics.
ADBBe&a/ioral Segmentation:5
/ividing mar#et in to group based on consumer #noledge!
attitude! use or response to product. The company also segment
its mar#et based on the behavioral factors li#e accessions.
@avmor uses occasion segmentation for its products. &t launches
[29]
certain ne flavors for festival li#e Q/@,2T(6,.@R!
Q,+6&JF??JR! Q2() -(,6R ,2/ QI,J(2T&2(. /,-R.
The ice-cream industry usually adopts geographical
segmentations. 3ut @avmor has given e$ual importance to all the
segmentation and so it is called emperor of ice-cream
Q@,IM?6R.
43 *RICI'.
First e #no that hat is priceT +rice is the amount or services or the
same of the values that consumers exchange for the benefits of having
or using the product or services.
?@avmor Food +vt. Jtd. @ave 2 factors affecting to price decision.
CAD 2nternal "a(tor a""e(ting to t&e !ri(ing $e(ision.
? 0ar4eting mi, strateg:5
@avmor has made on mar#eting mix strategy! price is only
one of the mar#eting mix tools that a company uses to achieve
its mar#eting objectives.
? 'ost:5
@avmor has estimate the cost set the floor for the price that the
company can charge for its products. The both cover all lots
costs for producing! distributing! and selling the products and
delivers a fair rate of return for its efforts and ris#.
? Organi#ation 'onsi$eration:5
@avmor5s management must decide ho ithin the
organi"ation should set prices.
[30]
C3D E,ternal "a(tor a""e(ting to t&e !ri(ing $e(ision.
? *ure 'om!etition:5
, mar#et in hich buyer and seller trade in a
uniform commodity no signal buyer or seller has
much effect on the going mar#et price.
? Go/t. *oli(ies E Regulations:5
@avmor needs to #eep a constant atch on the ever
changing rules! regulation % policies of the
8overnments of different states.
*R2'2NG )2ST:
'AND2ES:
[31]
[32]
Produ(ts
#ty. Pr)(e
8olly pop
=>
ml. >.))
Kala Khatta
pop
?>
ml. =).))
6range ar
@)
ml. >.))
Kacchi Keri
@)
ml. C.))
Doule Hit
()
ml. =).))
Mini Chocoar
?>
ml. >.))
Ka%u Candy
@)
ml. =).))
Classic
Chocoar
>)
ml. =).))
?AD Bar
>)
ml. =).))
$asperry
Dolly
@)
ml. =>.))
Mango Dolly
@)
ml. =>.))
Chocoar
@)
ml. F>.))
SMALL CUPS:
BIG CUPS:
$oyal .ula =))
ml.
G.))
9anilla =))
ml.
=).))
&trawerry =))
ml.
=F.))
Chocolate
Chips
=))
ml.
=?.))
Bonan-a =))
ml.
=?.))
Ka%u Draksh =))
ml.
=>.))
Butter &cotch =))
[33]
$oyal .ula >) ml. >.))
9anilla >) ml. >.))
ml. =>.))
Ka%u "n%ir =))
ml.
=>.)
)
Kesar Pista =))
ml.
FF.))
$a% Bhog =))
ml.
F>.)
)
CONES:
$ingo Bings =F)
ml.
F).)
)
Choco 9anilla =F)
ml.
=>.)
)
&trawerry =F)
ml.
=(.)
)
Chocolate =F)
ml.
F>.)
)
Butter &cotch =F)
ml.
F>.)
)
Kesar Pista =F) F>.)
[34]
ml. )
$a%a $ani =F)
ml.
F>.)
)
NOVELTIES:
Malai KulB $oll
cut
() ml. F).)
)
Badam Pista
KulB
() ml. F>.)
)
&andwich 7ce
Cream
=)) ml. F>.)
)
$a%a $ani $oll
cut
=)) ml. ?).)
)
;ifty ;ifty $oll cut =)) ml. ?).)
)
Cassata cut =F) ml. E).)
)
&uper &undae =F> ml. E).)
[35]
)
BonABon => ml. >.))
FAMILY PACKS:
$oyal .ula =F))
ml.
?F.))
9anilla
=F))ml.
==).
))
Ka%u Draksh =F))
ml.
=>>.
))
Butter &cotch =F))
ml.
=?).
))
Chocolate
Chips
=F))
ml.
=@).
))
;resh
&trawerry
=F))
ml.
=G).
))
Bonan-a =F))
ml.
=C).
))
&wish Cake =F)) =@).
[36]
ml. ))
Ka%u "n%ir =F))
ml.
=>).
))
Kesar Pista =F))
ml.
=E>.
))
53 C/annel% of Di%triution 6*lace3
/istribution channels is a set of inter dependent organi"ation
involves in the process of ma#ing a product or services available
for use of consumption by the consumer or business uses. They
should advertise is given in nespaper. .uch as Times of &ndia %
some local nespaper at #no the recruitment group. Therefore
job consolation are used% reference to current employees % data
ban# % application received maintain. The minimum $ualification
of jobs 3..c. either microbiology% 3. +harmacy % age should be
less than 2; years. The location of parries must have enough
mar#et to cover in the selection process application are true.
&ndies % chec#s out then introduced to candidates after
sometimes or#ing intervies are ta#en aay for regional officer
in the city % then production people % immediately % mar#eting
people one more intervie by strategy business unit. &n group
candidates are ta#en then selected on the basis of expenditure %
$ualification.
DISTRI"1TIO' CHART
Preceptors
[37]
Agents
Wholesalers
Retailers
Consumers
DISTRI"1TIO' CHA''EL
Company Distribution
Restaurants & Parlors
Dealers
Consumers
Trans!ortation:5
, chief function of physical distribution is to ta#e goods form the
places here they are to be consumer. This is rejected to as place
utility transportation performed this efficient function of
mar#eting. To use economic technology transportation
[38]
contribution place utility to goods helping effecting possession
utility and aids manufacturing processing increasing from utility.
@avmor &ndustries has separate vehicle for transportation of the
products those vehicles are not the ordinary vehicles but they are
of to types.
A. 6efrigerated Ians.
2. 'ooling Ians.
6efrigerator vans ere used to transport the products to different states.
,nd cooling vans ere used for transporting the products locally.
73 *ROMOTIO' MI8
&n a promotion mix three parts are involved:
? ,dvertisement
? .ales promotion
? +ublic relation
A!&erti%ement$
,dvertising means any paid form of none personal presentation
and promotion of ideas goods or services by an identified
sponsors. ,ny paid form of non personnel presentation and
promotion of ideas! goods or services by an identified sponsor.
,dvertising can be defined as mass paid communication of goods!
services or ideas by an identified sponsor.
&t is paid communication because the advertiser has to pay for the
space or time media! such as nespapers! maga"ines! radio and
television! cinema film! outdoor hoardings and poster! direct mail
and transit 9at card>.
S+,-N.+/S 01 A)2-,+ISIN. AS A P,030+I0N +00&S*
,dvertising is a major problem tool. &t has the folloing basic
plus points or strengths as a promotion tool:
[39]
A. &t offers planned and controlled message.
2. &t can contact and influence numerous people simultaneously!
$uic#ly and of a lo cost per prospect. @ence it is called mass
means of communication.
3. &t can deliver the same message consistency in a variety of
context.
;. &t can deliver the prospects that cannot be approached by
salesman.
:. &t helps to parcel goods and pull the buyer to retail.
,dvertising gives the adjustment of satisfies to give and
improved result. &t also stimulates the safe consumers thin#ing
about the products continuously. There are seven elements that
must be considered in developing a successful advertising
campaign:
? ,ppraisal of products
? ,nalysis of mar#et
? +roducts prospect tie in
? 'opy approach
? /esign and layout
? Medical appraisal
? Timing
,dvertising strategy:-
,dvertising strategy consists of to major elements:
9A> 'reating ,dvertising 92> .electing advertising media.
A8B'reating a$/ertising messages:
, large advertising budget does not guarantee a successfully
advertising complains. To advertisers can spend the same
amount. ?n advertising yet have very different results.
2o matter ho big the commercial! it gains attention and
communication ell.
A6BA$/ertising 0e$ia:
.pecific media ithin each general type! media type such as
specific maga"ines! TI shos! and radio programs. The main
[40]
advertising media adopted by all companies or# ritten medias
li#e maga"ines! nespapers etc or through television through
distribution. Major Media used in @avmor Food +vt. Jtd. ,re as
under:
*rint 0e$ia:5
&> Ne(s Pa%ers* !
• 8ujarat .amachar
? .andesh
? Times of &ndia
? &ndian (xpress.
II. 3a4a5ines*
? 'hitrale#ha
? 'ine .tar
? ,bhiyan
? 8ruh .hobha.
III. +rade 6ournals*
? 2es ee#
? &ndia Today
? 3usiness Today.
Out$oor A$/ertisement:5
? @oarding
? .logans
? ?ther occasional or festival based add li#e #ite.
Ot&er 0e$ias:5
? .tic#ers
? +osters
? )all +rinting
? Tattoos
? 'ontainers
[41]
? 3anners
Sale% *romotion
,dvertising is bac#ed by to other mass promotion tools i.e. sales
promotion and public relations.
.ale promotion means short term incentives to encourage purchase or
sales of product or services. .ales promotion consists of short-term
incentives to encourage purchase or sales of a product service. )hereas
advertising offers reasons to buy a product or services! sales promotion
offers reason to buy noL they are used to convert desire into ants.
.ales promotion includes a ide variety of promotion tools designed to
stimulate earlier or strong mar#et response. &t includes consumer
promotions such as samples! coupons! rebates! price offs! premiums etc.
the sales promotion of a product of the company may re$uire many
steps such as:
? .etting sales promotion objectives.
? .electing sales promotion tools.
.,J(. +6?M?T&?2 T??J.:
A. 'onsumer promotion tool includes samples! cash refund9rebate>
price on pac#ing! premiums! advertising! specialties! patronage reards!
point of purchase! contests! games etc.
2. Trade promotion tool includes contests! premiums! displays!
discounts! free goods! etc. to retailers and hole sellers.
3. 3usiness promotion tool includes organi"ing conventions! trade
sho etc.
The folloing are the steps for developing the sales promotion
programs:
A. .i"e of incentive
[42]
2. 'onditions for participation
3. @o to promote and distribute the promotion program
;. Jength of promotion program.
Thus in general sense promotion should be consumer friendly and
should create a long-term image on consumer rather than creating
only short-term sales volume or temporary brand sitching. They
should help to reinforce the products position by building long-
term relationship ith consumers. &f properly designed! every
sales promotion tool has the potential to build consumer
relationship. @avmor 'ompany runs discount schemer on
/hanteras! 3irthday of @avmorL special scheme is run each year.
,lso the company runs anniversary scheme for stipulated time
period. &n summer the company runs schemes that one ho
purchases orth 6s. 3DD items from veroji! gets a coupons ith
hich can enjoy discount flavors at nearby he @avmor +arlor.
,lso during festivals the company runs several schemes.
Sales *romotion
'ustomer +romotion
Jo +rice
Ialue ,ddition
/hanteras .cheme
Monthly 3asis
,pril fool! 2e -ear % Ialentine
'FART SFO-2NG SA)ES *RO0OT2ON OF FAV0OR
[43]
*ulic Relation
?+ublic relation means building good relations ith the
company5s various publics by obtaining favorable!
publicity! building up a good Qcorporate imageR and
handling off unfavorable! stories! and events. +ublic
relations and another mass promotion tool! hich
underta#es building good relations ith the company5s
various public by obtaining favorable publicity! building
up a good Qcorporate imageR! and handing or handling off
unfavorable rumors! stories and events. +ublic
relationship department may perform any or all of the
folloing functions:
A. +ress relations and press agency creating and placing
nes orth information in the nes media to attract
attention a person! product or service.
2. +roduct publicity-publici"ing specific products.
3. +ublic affairs-building and maintaining national or local
community relations.
;. Jobbying building and maintaining relations ith
legislators and government officials to influence
legislations and regulations.
:. &nvestor relations maintaining relationships ith
shareholders and others in the financial community.
[44]
=. /evelopment public relations ith donor or members of
non-profit organi"ations to gain financial or voluntary
support.
?The public relations department may ta#e into
consideration the folloing public relation decisions:
A. .etting public relations objectives.
2. 'hoosing public relations message and vehicle.
3. &mplementing the public relations plan.
;. (valuating public relations results.
MAR-ETI'. RESEARCH
Mar#eting research is a #ey to the evolution of successful
mar#eting strategies and evolution of successful mar#eting
strategies and programmer. &t is an important tool to study
buyer5s behavior. 'harges in consumer5s lifestyle and
consumption pattern brand loyally and also and forecast
mar#et changes. 6esearch is also used to study competition
and analyses the competitive products positional and ho to
gain competitive advantage. 6ecently mar#eting research is
being used to help! create and enhance brand e$uity.
This is a ne and decidedly differently from the conventional one
here it as used for us studying buyer5s behavior or for
conducting feasibility studies etc. &n fact because of this
conventional role! mar#eting research until the mid AF<D as
considered a luxury! hich only! multinationals li#e unit-lever and
[45]
proctor and gamble and their li#e could afford. @oever it is not
so no. This is because competition in all sectors has increased
manifold after AF<: especially after AFFA folloing liberali"ation
and decontrol most firms today find that the government no more
ta#es strategy decision for them rather the arena.
0AR1ET2NG RESEAR'F *RO'ESS:
Developing the problems and research objectives
Developing Information
Collecting Information
Analyzing the Information
Presenting Research Plan
Implementing the Research Plan
Interpreting & Reporting the indings
0ar4eting Resear(& b Fa/mor Foo$ */t. )t$:5
Mar#eting research leads to the development of ne products in #eeping
ith the needs! taste and demands of the consumer. @avmor food +vt.
Jtd. @as launched A2: different flavors of ice-cream! hich is the result
of the research. @,IM?6 &ce 'ream 'ompany is dealing ith more
than A different varieties at ice creams % flavors.
[46]
There is also a research and development department in unit in hich
research is going on. ,s a result company is introducing 3 ne flavors
in every three months. This is #non to be an excellent achievement.
/ue to constant efforts of the management the $uality of ice cream has
improved to such an excellent that the pac#ages can no be #ept in
refrigeration condition for a long period. 8enerally other brands of ice
cream cannot be #ept for more than 2D days. This could be achieved
only because of proper hygienic conditions at or#ers premises as ell
as good hygiene and sanitation at the unit.
&n the technical side! old machinery as replaced and efforts ere made
so as to reduce the energy cost and fre$uent repairs of machinery. )ith
innovation changes in the system is minimum of 6s.! DDD per mouth
has been saved on energy just by readjusting the refrigeration system
ithout affecting the $uality of ice cream of the same time increasing
the life and efficiency of the e$uipment. Most of repairs and
maintenance or# is being done by trained existing stall and only
essential and speciali"ed repairing jobs are done by outside agencies.
Ot&er 0ar4eting 2n"ormation:
? The total sales of the unit are A<.: to 2D corers.
? ,s it is #non that! @avmor operates just in 8ujarat it is a great
achievement.
? There are ADD varieties in @avmor Foods.
? (very three months! @avmor Foods launch 3 ne products. ,nd
if the demand for the same increases! then it is #ept or else is
stopped and other items are launched.
? The launch of this summer as iced cream 3urger and Magic
'one. Magic 'one as a super hit and penetrated deep in the
mar#et. ,s it as just 6s. : it as affordable as ell as of best
[47]
$ualities basically. The cones range from A: to 2: 6s and this ne
launch suddenly bro#e the mar#et of competitors to be a super
bumper hit.
? , part from having just different varieties of ice cream! @avmor
has its on parlors and restaurants in ,hmedabad and 3aroda.
? Many fast foods along ith ice cream are served here. This
formula is also a super hit and has fascinated many ,hmedabadis.
? &n slac# season or in inter the production is cut don! hile in
summer the production % distribution is in full sing or pea#.
? @avmor as the first unit to introduce the tear open products in
&ndia.
? There is a constant renovation in the pac#aging department. 2e
and attractive pac#ages are introduced hen needed.
? ?f the total sales F U is ta#en for advertisement.
[48]
[49]
S9OT A'AL)SIS$(
Stren4ths*
? @avmor is very strong in term of mar#et share and brand
aareness in 8ujarat.
? &t has a secondary business i.e. fast hich has high potential to
gron in future.
? +roduction unit is nearness to city area so company able to cut
don cost of ' % F agent! distribution etc. and operation through
its on vehicle in hole mar#et.
??3ualit ObGe(ti/es:
? To ensure consistency in $uality of product and services.
? &mprove upon individual and team performance by means of
continuous training.
??0anu"a(turing Fa(ilities:
? )orld-class plants and related products are manufactured in state
of the art at 2aroda and ,hmedabad! 8ujarat. The plant features
tartly orld class processing facilities hich enables total
hygiene. The pac#aging plant also conforms to international
norms.
7ea8nesses*!
? Joer mar#et covered because it only operates in 8ujarat region
than on national base.
? /ue to regional company does not advertise on national coverage
li#e advertisement through television.
? ,s! a high competition company does not response $uic#ly to the
competitor5s strategy.
[50]
? Joer mar#et coverage because it operates only in the 8ujarat
region rather than on national base.
? /ue to lo production it doesn5t have a benefit to huge
production.
? /ue to regional player! company doesn5t advertise on national
coverage li#e advertisement through TI.
? ,s a high competitive mar#et! company doesn5t response $uic#ly
to the competitor5s strategy.
? @avmor is spending a lot of money at distribution of products in
the hole country. /ue to this heavy distribution lost the entire
price is not able to ma#e. .o it is a biggest ea# point of @avmor
Foods +vt. Jimited.
? The storage facility of @avmor is excellent but such storage
facility re$uires high storage cost. )hich increases the price of
their products due to increase in price of their products the sale of
their products is decreasing and adverse effect on @avmor Foods
+vt. Jimited.
? ,s @avmor is transporting their product in the hole nation and
are using refrigerator based vans for the transportation. The
transportation cost increases very much and hence the profit
ration decreases. .o @avmor have to decrease the transportation
cost.
0%%ortunities*!
? ,bility to increase production due to installation of ne
technology
? To sell their &ce 'reams in other states of &ndia
+hreats*!
? &ncreasing number of competitors
? &ncreasing demand of ,mul! Iadilal! 3as#in 6obbins.
ACHIEVEME'TS$(
? The total sales of the unit are A<.: to 2D crores.
? There are ADD verities of @avmor foods +vt. Jtd.
? (very three month @avmor launches ne flavors in ice-creams.
[51]
? @avmor have many parlors % restaurants outlets all over the
,hmedabad.
? @avmor have also opened many outlets in 3aroda.
F1T1RE *LA'S$(
? @avmor is one of the most reputed companies in 8ujarat.
? @avmor has reached up to this stage only become of its plans and
foreign thanes.
? “Havmor’s future lans are to become to t!e best coman" of
ice-creams and ot!er roduct in #estern $ndia%”
SOCIAL RES*O'SI"ILIT)$(
Rain.ater &ar/esting is the accumulation and storage of rainater for
reuse before it reaches the a$uifer. Nses include ater for garden! ater
for livestoc#! ater for irrigation! etc. &n many places the ater
collected is just redirected to a deep pit ith percolation. The harvested
ater can be used for drin#ing ater as ell if the storage is a tan# that
can be accessed and cleaned hen needed.
6ainater harvesting provides an independent ater supply during
regional ater restrictions and in developed countries is often used to
supplement the mains supply. 6ain ater harvesting provide ater hen
there is a drought or in summer season. 6ainater harvesting systems
are appealing as they are easy to understand! install and operate. They
are effective in 7green droughts7 as ater is captured from rainfall here
runoff is insufficient to flo into dam storage. The $uality of captured
rainater is usually sufficient for most household needs! reducing the
need for detergents because rainater is soft. Financial benefits to the
users include that rain is 7reneable7 at acceptable volumes despite
climate change forecasts! and rainater harvesting systems generally
[52]
have lo running costs! providing ater at the point of consumption.
3enefits of idespread rainater harvesting to the regional reticulated
supply system may include reduced treatment! pumping! operation and
augmentation costs! reducing pea# storm ater and storm ater
processing costs! as ell as reduced greenhouse gas emissions due to
reduced dependence on pumping and potential augmentation through
sources such as desalination.
CO'CL1SIO'$(
? The &ndustrial Iisit to @avmor Foods +vt. Jtd.! 2aroda as a
great learning experience.
? ,t the +lant! & learnt about their various departments! namely!
+roduction! Mar#eting! .ales and @uman 6esource Management.
? This report is mainly on the Mar#eting /ept. of @avmor FoodsL
hence! & learnt that at @avmor! the Mar#eting plays a vital part in
the organi"ation.
? For them! their employees are their family! thus! there is a healthy
and safe or#ing environment provided. @avmor is an industry
[53]
that is very ell e$uipped by the latest technology and efficient
human resource. & ish them very best luc# for future.
"I"LIO.RA*H)$(
AB -ebsites:
? ....google.(om
? ....&a/mor.(om
? ....timeso"in$ia.(om
? ....e(onomi(times.(om
BB Boo4s:
? 1. ,shathapa ! @uman 6esources and +ersonnel
/epartment! 2e /elhi! Tata Mc8ra-@ill publishing
Jtd.! F< years!3 +ages.
? Mar#eting Mgmt. 1. 1aruna#aran L @imalaya
+ublication! 3
rd
(dition.
? 3... .hah +ublications
'B Ne.s!a!ers:
? T@( T&M(. ?F &2/&,
? 8NV6,T .,M,'@,6
? /&I-, 3@,.1(6
? ('?2?M&' T&M(.
[54]
doc_602732941.docx
Functional Report
On Marketing Department of
HAVMOR ICE CREAM LTD.
Sumitte! "#$ Karan .N. Shah
Cla%%$ Sy. BBA
Di&i%ion$ ‘B’
Roll 'o. $ 32
Sumitte! To$(
Shri Chimanbhai Patel Institute of
Business Administration
Aca!emic )ear: - 201!1"
*reface
?Management means managing men and other resources. To be able
to do this successfully practical exposure is an effective
instrument.
?From the initial project report hich catered to general
exposure! this project report varies as it focuses on a single
speciali"ation.
?This subject aims to sharpen the communicative s#ills of the
students through practical training in some of the important
s#ills re$uired to be mastered by middle and higher level
managers.
?This project report is based on industrial visit and information
provided there from.
Ackno+le!gement
?The successful completion of this project report ould not have
been possible ithout co-operation % support of my professor!
friends and my institute.
?& forard gratitude to the respected director of my institute for
arranging this visit. & am heartily than#ful to the management of
company for providing me an opportunity to ma#e a study of
practical training in their organi"ation. & am also than#ful to my
professors ith hose help! the training as made possible %
ho have provided me full guidance! co-operation! and valuable
suggestions about industrial report. & am really obliged to the
company and all the Managers! 'hief (xecutives and other
persons of the company ho heartily gave me information about
the company.
? & am than#ful to my college seniors and all those ho have
directly or indirectly helped me on preparation of this project
report.
)ith Than#s*.
+lace: ,hmedabad -ours .incerely
/ate: 000000000000 1aran .2. .hah
.y.33, 435 6oll 2o. 32
[1]
Hi%tor# of Ice cream In!u%tr#
? The Evolution of Ice Cream
&ce cream7s origins are #non to reach bac# as far as the second century
3.'.! although no specific date of origin or inventor has been
indisputably credited ith its discovery. )e #no that ,lexander the
8reat enjoyed sno and ice flavored ith honey and nectar. 3iblical
references also sho that 1ing .olomon as fond of iced drin#s during
harvesting. /uring the 6oman (mpire! 2ero 'laudius 'aesar 9,./. :;-
<=> fre$uently sent runners into the mountains for sno! hich as then
flavored ith fruits and juices.
?ver a thousand years later! Marco +olo returned to &taly from the Far
(ast ith a recipe that closely resembled hat is no called sherbet.
@istorians estimate that this recipe evolved into ice cream sometime in
the A=th century. (ngland seems to have discovered ice cream at the
same time! or perhaps even earlier than the &talians. B'ream &ce!B as it
as called! appeared regularly at the table of 'harles & during the ACth
century. France as introduced to similar fro"en desserts in A::3 by the
&talian 'atherine de Medici hen she became the ife of @enry && of
France. &t asn7t until A==D that ice cream as made available to the
general public. The .icilian +rocopio introduced a recipe blending mil#!
cream! butter and eggs at Caf# Pro$o%e! the first cafE in +aris.
[2]
Hi%tor# of Ha&mor Ice cream% *&t. Lt!.
FOUNDER:
.,T&.@.'2/6, '@?2,
&n AF;;! .atish 'handra 'hona suddenly put the bra#es
on his successful career as a 8round (ngineer ith
3?,'! and turned a businessman.
This came as a surprise to most of his colleagues and
friends. 3ut the bigger surprise as the product he chose
to manufacture -- &ce 'reamsG
3ut young .atish 'hona as not painting on ice. ,s a
vocation! he had already mastered the art of &ce 'ream-
ma#ing from his uncle! /inanath 'hona! domicile in
1arachi then. &n fact! he already as a taste innovator!
experimenting ith jellies and unusual &ce 'ream
ingredients.
Then! the +artition of &ndia happened. ,nd he had to
relocate his venture to ,hmedabad! and start afresh. @is
high $uality &ce 'reams immediately made an impression
in the mar#et. .oon! through continual taste innovations
and steady facility expansion! he bla"ed ne trails! and
emerged as a prominent mar#et presence in )estern
&ndia.
[3]
Small Beginning, Big Vision; Great Ambitions
@avmor &ce 'ream began its branded life in AF;; in
1arachi! in undivided &ndia. 3y AF;C! it as a popular
local brand there.
3ut in AF;C! in the a#e of the +artition! its founder
.atish 'hona had to join the exodus into &ndia! ith
virtually no moveable assets. .earching for a ne turf! he
tried out /ehra /un and &ndore! and finally! settled don
in ,hmedabad.
2o! it as not a case of 4brand relocation5! or anything
else as fanciful. @e had to start the venture from scratch
again. &n fact! he had to begin from a hand-cart at the
,hmedabad 6ailay .tation! churning out the &ce 'ream
manually.
@e called this fledgling brand 4@avmor5 -- a neologism
for 4@ave More5 -- hich meant the customer got more
value for money! and more taste to relish! from his &ce
'reams.
+erhaps he didn5t #no it then! but he had laid the
foundation for one of )estern &ndia5s most enduring
mar#et legends.
,nd good $uality! li#e good character! ins over the
situation sooner or later. Today! @avmor &ce 'ream is a
delicious facet of )estern &ndia5s daily life! and part of its
mar#et lore. &t reaches hundreds of thousands of
consumers through C main outlets and 3!<DDHplus
dealers. That5s a very! very long ay from a hand-cart.
[4]
Compan# *rofile
?Full Name: @,IM?6 F??/ +IT JT/.
?Business T!e: Manufacturer! /istributorK)holesaler! other
?Form o" Organi#ation: +rivate Jtd. 'ompany
?Registere$ A$$ress: Modern &ndustrial (stateL
3ehind 2aroda fire station:
2aroda roadL
,hmedabad.
?%ear o" establis&ment: AC
th
?ctober! AF;;.
?'ountr: &ndia
?Fa(tor )o(ation: ,hmedabad! 2aroda
?No. o" Em!loees: ?ver
D employees?*&one No. : +FACF M 2=:CCDCDK2=:C
3D?Fa, : HFACF M 32;:3<;;
?-ebsite : ....&a/mor.(om
?'erti"i(ate : &.? 22DDD M 2DD: and @,''+ 'ertified
[5]
O",ECTIVES$
?To provide maximum satisfaction and elfare to employees by
providing them fair ages and other facilities to create a
healthy industry relations.
?Main and 3asic objectives of enterprise are to earn profit by
fulfilling social objectives.
?,fter earning to ma#e the brand name of company effectives.
?To &ncrease mar#et share regionally and nationally.
?To +rovides good $uality product at reasonable rate.
?To improve production efficiency.
MISSIO'
)e! at @,IM?6! are committed to offer the finest $uality
products to our customers at the best value for money ! driven
by the motto of 8??/2(.. 9 ,'@,&> ! T6NT@FNJ2(..
9.,'@@,&> % 'J(,2J&2(.. 9 .,F,&>.
VISIO'
[6]
@,IM?6! as a group ill be an outstanding and reputed food
company ith an annual turnover exceeding 6s.: billion by the
year 2DA:. 3y the year 2D2D e ill be amongst the top three
&ce cream brands in &ndia ith a turnover exceeding 6s.A:
billion.
COM*ETITORS
The list of competitors! of @avmor! in &ndia is as under:
? ,run &ce creams
? ,mul
? 3as#in % 6obbins
? /airy /en
? &deal &ce creams
? 1ality )all5s
? Mother /airy
? Iadilal
The above list is the competitors5 list of @avmor across &ndia.
?ver the globe there are many &ce cream producing
companies li#e @ershey5s! 3lue bunny! /airy Oueen etc.
[7]
[8]
Intro!uction to Marketing Intro!uction to Marketing
@avmor food has established a ne strategyL a business unit called
Micro Mar#eting division in the rural mar#ets of &ndia.
The division $ueries mar#et generic mar#eting began to play an
increasingly important role ith the certain colony personating orld
over ith the coming of important of generic mar#et in &ndia and it
gaining full hold in certain mar#et ith in a very short span of this
division has established its self in the mar#et.
The goal of mar#eting is to create customer5s satisfaction
profitable by building value-laden relationships ith important
customers. The mar#eting department can not accomplish this
[9]
goal by itselfL it must team up closely ith other department ith
organi"ation throughout its entire value delivery system to provide
superior value customers. This mar#eting calls up every one in
the superior value and satisfaction.
To ma#e all the or# smoother the group has created division has its
on special identity in the mar#et and it tops products.
0AR1ET2NG DE*ART0ENT
,/I(6T&.&28 +,'1,8&28 .(JJ&28
MAR-ETI'. OR.A'ISATIO'
The marketing manager Mr. Kunal Desai handles
the marketing department of the company. He
works directly under the general manager Mr.
Pradip Chona Basic ideas of packaging and
designing coups from Mr. Chona and the rest
marketing work is governed y Mr. Kamal Desai
under there are three regional a!airs respectively
in "hmedaad# $a%kot and &urat 'hich are not
hot market of the company under the three
regional a!airs there courses distriution ())
retailers under distriutors work to make availale
ice cream to the altimeter consumers. "lso seven
e*ecutive+s Havmor parlors in "hmedaad work
[10]
directly under the regional manager in charge.
The whole scene ecomes understandale with
the help of following diagrams,
The following chart represents the entire
organi-ation structure of the Havmor Company.
.eneral Manager
/Mr.Pradip Chona0
?
Marketing Manager
/Mr. Kamal Desai0
?
$egional Manager $egional Manager
$egional Manager
1"HM2D"B"D3 1&4$"T3
1$"5K6T3
/istributors /istributors /istributors
6etailers 6etailers 6etailers
'ustomers 'ustomers 'ustomers
[11]
'e+ *ro!uct Launc/e% # Ha&mor
Folloing are the recent products lunched by @avmor &ce
creams Jtd:
? 'N+.:-
? 'hocP 3iscotti
? Fresh .itafal
? 1esar (laichi
? ',2/&(.:-
? /ig M ins
? Fruito 8uava
? Fruito 8rape
? 'lassic 'aramel
? 3erry 3last
? 3a"inga 'andy
? 3loc#buster 'hocP .traberry
? &'( '6(,M ',1(.:-
? 6ed Ielvet &ce cream 'a#e
? '?2(.:-
? 'hocP 3loc#
[12]
Marketing Mi0
?nce the company has decided on its overall competitive mar#eting
strategy! it is ready to being planning the details of the mar#eting mix.
The mar#eting mix is one of the major concepts in modern mar#eting.
)e define mar#eting mix as the set of controllable tactical mar#eting
[13]
tools that the firm blends to produce the response it ants in the target
mar#eting. The mar#eting mix consists of everything the firm can do to
influence the demand for its product. The many possibilities can be
collected into four groups of variables #non as the QFour +sR: product!
price! place! and promotion. Figure :-= shos the particular mar#eting
tools under each +.
*ro$u(t means the Qgoods-and-serviceR combination the company
offers to the target mar#eting. Thus! a Ford Taurus QproductR consists of
nuts and bolts! spar# plugs! pistons! headlights! and thousands of other
parts. Ford offers several Taurus styles and do"ens of optional features.
The car comes fully serviced and ith a comprehensive arranty that is
as much a part of the product as the tailpipe.
*ri(e is the amounts of money customers have to pay to obtain the
product. Ford calculates suggested retail price that its dealers might
change for each Taurus. 3ut Ford dealers really change the full stic#er
price. &nstead! they negotiate the price ith each customer! offering
discounts! and trade-in alloances! and 'redit terms to adjust for the
current competitive situation and to bring the price into line ith the
buyer5s perception of the car5s value.
*la(e includes company activities that ma#e the product available to
target consumers. Ford maintains a large body of indecently oned
dealerships that sell the company5s many different models. Ford selects
its dealers carefully and supports them strongly. The dealers #eep an
inventory of Ford automobiles! demonstrate them to potential buyers
negotiate prices! close sales! and service the cars after the sale.
*romotion means activities that communicate the merits of the product
and persuade target customers to buy it. Ford spends more than S=DD
million each year on advertising to tell consumers about the company
and its products. /ealership sales people assist potential buyers and
persuade them that Ford is the best car for them. Ford and its dealers
offer special promotions- sales! cash rebates! and lo financing rates- as
[14]
added purchase incentives. The folloing diagram represents Mar#eting
Mix:
Figure: : Mar#eting Mix
[15]
• P$7C2
8ist Price
Discounts
"llowances
Payment
Credit Terms
• P$6D4CT
9ariety
:uality
;eatures
Brand
&i-es
&ervices
'arranties
$eturns
Target
Customers
Intended
Buyers
• P8"C2
Coverage
8ocation
7nventory
8ogistics
Transportati
on
• P$6M6T76<
"dvertising
Channels
Personal &elling
&ales Promotion
"ssortments
Pulic $elations
[16]
*ROD1CT *LA''I'.
• &e'el of Produ$t.
, product is anything that can be offered to a mar#et for attrition
ac$uisition! used or consumption that might satisfy a anton need
includes +hysical objects! services +erson! +laces! organi"ation ideas.
+roduct planners need to thin# about products and services on their
levels the most basis level is core product! hich addresses the $uestion:
)hat is the buyer really buyingT The core products stands at the centre
of the totals products &t consistent of the core problems solving benefits
that consumers see# hen they buy a product or services. The product
planner must next build or services .The products characteristics a
$uality level! features design a brand name and pac#aging finally the
product planner must build an actual products by offering additional
consumers services and benefits.
'ore product is the problem solving or core benefits that consumers are
really buying hen they obtain a product. &n @avmor ice cream mil#!
sugar! Mil# poder and for standard for fat by the government in ice-
cream constitute Qcore productR at @avmor ice-cream. @ere fat is
maintained at A3Uto A:U by adding butter or cream. ,lso they add for
restraining ice-cream.
,ctual product is the product5s parts Ouality levels! features! design
brand name! pac#aging and other attribute that combine to deliver core
products benefits. &n
ml! 2DDml! A liter and ; liter s pac#! in hich may be cardboard or transparent plastic bol! or bol shaped. &n 2DDD
ice-cream flavors! the company has introduced a $uite distinctive
design. Q@avmorR is the brand name under hich all flavors are sold.
,dditional consumer5s services and actual products are called
augmented products. The company product produces perishable so
augmentation is needed.
[17]
CLASSIFICATIO' OF *ROD1CTS
@avmor ice-cream gives of the most famous ice-cream producing
enterprise in 8ujarat. &t has above ADD different products. &ts main
products are ice-creams candies! cones! sundaes! ice cream ca#es etc.
',2/&(.
)oll !o!
=>
ml.
Kala Khatta
pop
?>
ml.
6range ar @)
ml.
Kacchi Keri @)
ml.
Doule Hit ()
ml.
Mini Chocoar ?>
[18]
ml.
Ka%u Candy @)
ml.
Classic
Chocoar
>)
ml.
?AD Bar >)
ml.
$asperry
Dolly
@)
ml.
Mango Dolly @)
ml.
Chocoar @)
ml.
Chowpaty
KulB
C)
ml.
Dulu Bar ()
ml.
S0A)) 'U*S:
[19]
+roducts :uantity
Plain Pista E) ml.
9anilla E) ml.
B2G 'U*S:
PRO!CT" #!$%TIT&
$oyal .ula =)) ml.
9anilla =)) ml.
&trawerry =)) ml.
Chocolate
Chips
=)) ml.
Bonan-a =)) ml.
Ka%u Draksh =)) ml.
Butter &cotch =)) ml.
Ka%u "n%ir =)) ml.
Kesar Pista =)) ml.
$a% Bhog =)) ml.
[20]
'ONES:
PRO!CT" #T&'
$ingo Bings =F)
ml.
Choco 9anilla =F)
ml.
&trawerry =F)
ml.
Chocolate =F)
ml.
Butter &cotch =F)
ml.
Kesar Pista =F)
ml.
$a%a $ani =F)
ml.
[21]
Sun$aes:
*ro$u(ts 3t.
Jitchi .undae <D ml
Jime % Jemon <D ml
'hoco .undae <D ml
Mango .undae <D ml
.traberry .undae <D ml
'hic 'hoc A2: ml.
.uper .undae A2: ml.
6ose +etal C
ml.3lac# 'urrent C
ml.Mocha 3ronie Fudge C
ml.'aramel 'runch C
ml.'hoconut French Ianilla C
ml.Mango .traberry C
ml.[22]
NOVE)T2ES:
*RODU'TS 3T%.
Malai KulB
E) ml.
$oll cut
=F)ml.
Badam Pista KulB
E)ml.
$a%a $ani $oll cut
=F)ml.
Cookie 7ce cream &andwich
1Chocolate3
=F> ml.
Cookie 7ce cream &andwich19anilla3
=F>ml.
&andwich 7ce cream
=)) ml.
Cassata cut
=F) ml.
&uper &undae BonABon
=( ml.
Black ;orest 7ce cream Pastry
=)) ml.
;ifty ;ifty $oll cut
=F) ml.
$a--mata--
() ml.
Famil an$ Ot&er *a(4s
*ro$u(ts 3t.
$oyal .ula A2DD ml.
6oasted ,lmond A2DD ml.
'hocolate A2DD ml.
,merican 2uts A2DD ml.
[23]
.iss 'a#e A2DD ml.
Fresh .traberry
A2DD ml.
?range Tang
A2DD ml.
Ianilla
A2DD ml.
Fresh +ineapple
A2DD ml.
'hocolate 'hips 2DDD ml.
Mango 6ipple 2DDD ml.
3utter .cotch 2DDD ml.
'herry 3erry ;DDD ml.
1aju /ra#sh ;DDD ml.
6ich 'offee ;DDD ml.
+an &ce cream CDD ml
6aj bhog CDD ml.
1esar Malai CDD ml.
,merican 2uts CDD ml.
'oo#ies % 'ream
DD ml.3utter .cotch
DD ml.3onan"a
DD ml.+ina 'hips
DD ml.,lmond 'arnival
DD ml.1aju ,njir
DD mlThese are the variety of products and they are of reasonable rates and
after having hich the consumers say:
“Once More…………………… Havmor”
[24]
23 *ROD1CT DECISIO'
Figure M 2 shos the important decisions in the development and
mar#eting of individual5s products and services. )e ill focus on design
about product attributes brandings pac#aging! labeling and product
support services.
*ro$u(t attributes:5
/eveloping a product or service involves defines the benefits that it ill
offer! these benefits are communicated and delivered by product
attribute such as $uality! features and decision.
Figure 6:5
[25]
8aeling
Packaging
Branding Produ(t
$ttr)*utes
Branding:-
3randing means a name! term! signL symbol! or design or a combination
of these! intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
3randing gives the seller several advantages. The brand name becomes
the basis on hich a hole built about the product5s special $ualities.
@avmor &ce cream Jtd. has major branding decisions as follos:
A. 3rand name selection:- , sole name can add greatly to a producer
success. @avmor &ce-cream has selected the name of the products on the
basis of medicine. (.g. @,IM?6 means ),2T M?6(.
2. 3rand sponsor: - @avmor ice cream has sponsor brand of the
product by manufacturing brand! private brand! licensed brand co-
branding.
3. 3rand strategy:- @avmor &ce cream Jtd. 3rand strategy of the
product by line extensions! ne brands and multi brands. ,t @avmor ice
cream they are clearly aare that ell positioned brands! .ustained by a
favorable patient recall of effective and lasting relief from suffering
represent one of the most sustainable strengths in a competitive
pharmaceutical industry. ,s company hose existence has been driven
by this positive customer response. @avmor ice cream has firmly created
distinctive brand e$uity for all its products in the minds of their users.
Packaging and Labeling:-
? +ac#aging means activities of designing and producing the
container or the rapper of a product or products. +ac#aging
involves designing and producing the container or rapper for
product. The pac#age may include the product5s primary
container! a secondary rapper that is thron aay hen the
product is about to be used and shipping pac#age necessary to
[26]
store information appearing on the product label! printed
information appearing on or ith the pac#aging is also part of
pac#aging.
? Jabel is the part of product hich carries verbal information
about the product or seller. &t may be a small strip or printed
statement. Jabel ays rouge from! toys attached from product! to
complex graphic that identify the product or brand! li#e the
product eight ! several things about the producer ho made its
contents % ho it is to be used.
The company uses hard cardboard for family floc#s! transparent
plastic bols for ne flavored ice-cream of 2DDD liters!
straberry shape and thirst in cup candies are sold using stic#s.
Finally % safely the label eight promotes the product through
attractive graphics. @avmor ice cream ma#es no mista#es in their
products pac#aging and labeling.
'e+ *ro!uct De&elopment
Ne( Produ$t )e'elo%ment*
&t means the development of original products! product
improvements! +roduct Modification and ne branded products
through the firm5s on 6 % / efforts.
789 2$ea Generation: 5 The systematic search for ne product
ideas! major sources of hich are internal sources li#e company
executive! company5s sales people5s brains of it5s scientists
engineers! manufacturing people hile external sources include
customer! competitors! suppliers % others.
769 2$ea S(reening: 5 .creening ne product idea in order to
spot good ideas and drop poor once as soon as possible.
7:9 'on(e!t De/elo!ment an$ testing: 5 The idea that
consumer ill favor products that offers the most $uality!
performance! features and that the organi"ation should therefore
devote it5s energy in mar#eting such productivity developments.
[27]
Testing ne product concept ith a group of target consumers to
find out if the concept have strong consumer appeal.
7;9 0ar4eting Strateg De/elo!ment: 5 /esigning an initial
strategy for a ne product based on the product concept.
7<9 Business Analsis: 5 , revie of the sales costs and
profit projection for a product to find out hether their factors
satisfy the company5s objectives.
7=9 *ro$u(t De/elo!ment: 5 , .trategy for company groth by
offering modified or ne product to current mar#et segments.
/eveloping the product concept into a physical product in order
to assort that the product idea can be turned into a or#able
product.
7>9 Test 0ar4eting: 5 The +roduct and Mar#eting program are
tested in more realistic mar#et settings.
7?9 'ommer(iali#ation: 5 &ntroducing a ne product into the
mar#et.
7@9 S!ee$ing u! Ne. *ro$u(t De/elo!ment: 5 ,s approach in
hich one company department or#s individual to complete its
stage of the process before passing the ne product along to the
next department and stage.
@avmor introduces three ne flas ours every three months!
hich are designed to! site different seasons. 2e flavors may be
in chocolate! candies! topo cones etc. /irect experiments are
made since presetting is absorbed. 3asis ideas of pac#ing!
designing are from Mr. 'hona. The company has a very strong 6
% / department.
*ro!uct Segmentation
)herever a mar#et for a product or service consists of to or
more buyers the mar#et is capable of being segmented. That can
be divided in to meaningful buyer groups! the purpose of
segmentation is to determine the largest consumers to prepare
[28]
appropriate. /ividing a mar#et in to distinct group of buyers ith
different needs! characteristics! or behavior ho eight re$uire
separate product or mar#eting mixes is #non as mar#et as
mar#et segmentation. The mar#et segmentation has ; major
bases. &t is as follos.
?8eographical .egmentation
?/emographic .egmentation
?+sychographic .egmentation
?3ehavioral .egmentation
@avmor segments the mar#et on all above bases.
AABGeogra!&i(al Segmentation:5
/ividing a mar#et in to different geographical units such as nation
geographical units such as nations! status regional! countries!
cities or neighborhoods. @avmor has segmented its mar#et mostly
in estern region. &ts mar#et is segmented mostly in 8ujarat.
,part from 8ujarat it has its mar#et in states li#e Maharashtra!
8oa! Madhya +radesh and 6ajasthan. 3ut only in 8ujarat! it has
good mar#et shares.
ABBDemogra!&i( Segmentation:5
/ividing mar#et in to group based on demographical variable
such as age! sex! family si"e! life style! income ! occupation
education race and nationality. @avmor has mar#et segmentation
based on demographical factor such as age. &t has mar#et mainly
segmented for #inds! teenagers and middle aged people. &t
launches special flavors for different aged people.
A'B*s(&ogra!&i(s Segmentation:5
/ividing a mar#et based to different groups based on special on
special class. Jife style or personality characteristics.
ADBBe&a/ioral Segmentation:5
/ividing mar#et in to group based on consumer #noledge!
attitude! use or response to product. The company also segment
its mar#et based on the behavioral factors li#e accessions.
@avmor uses occasion segmentation for its products. &t launches
[29]
certain ne flavors for festival li#e Q/@,2T(6,.@R!
Q,+6&JF??JR! Q2() -(,6R ,2/ QI,J(2T&2(. /,-R.
The ice-cream industry usually adopts geographical
segmentations. 3ut @avmor has given e$ual importance to all the
segmentation and so it is called emperor of ice-cream
Q@,IM?6R.
43 *RICI'.
First e #no that hat is priceT +rice is the amount or services or the
same of the values that consumers exchange for the benefits of having
or using the product or services.
?@avmor Food +vt. Jtd. @ave 2 factors affecting to price decision.
CAD 2nternal "a(tor a""e(ting to t&e !ri(ing $e(ision.
? 0ar4eting mi, strateg:5
@avmor has made on mar#eting mix strategy! price is only
one of the mar#eting mix tools that a company uses to achieve
its mar#eting objectives.
? 'ost:5
@avmor has estimate the cost set the floor for the price that the
company can charge for its products. The both cover all lots
costs for producing! distributing! and selling the products and
delivers a fair rate of return for its efforts and ris#.
? Organi#ation 'onsi$eration:5
@avmor5s management must decide ho ithin the
organi"ation should set prices.
[30]
C3D E,ternal "a(tor a""e(ting to t&e !ri(ing $e(ision.
? *ure 'om!etition:5
, mar#et in hich buyer and seller trade in a
uniform commodity no signal buyer or seller has
much effect on the going mar#et price.
? Go/t. *oli(ies E Regulations:5
@avmor needs to #eep a constant atch on the ever
changing rules! regulation % policies of the
8overnments of different states.
*R2'2NG )2ST:
'AND2ES:
[31]
[32]
Produ(ts
#ty. Pr)(e
8olly pop
=>
ml. >.))
Kala Khatta
pop
?>
ml. =).))
6range ar
@)
ml. >.))
Kacchi Keri
@)
ml. C.))
Doule Hit
()
ml. =).))
Mini Chocoar
?>
ml. >.))
Ka%u Candy
@)
ml. =).))
Classic
Chocoar
>)
ml. =).))
?AD Bar
>)
ml. =).))
$asperry
Dolly
@)
ml. =>.))
Mango Dolly
@)
ml. =>.))
Chocoar
@)
ml. F>.))
SMALL CUPS:
BIG CUPS:
$oyal .ula =))
ml.
G.))
9anilla =))
ml.
=).))
&trawerry =))
ml.
=F.))
Chocolate
Chips
=))
ml.
=?.))
Bonan-a =))
ml.
=?.))
Ka%u Draksh =))
ml.
=>.))
Butter &cotch =))
[33]
$oyal .ula >) ml. >.))
9anilla >) ml. >.))
ml. =>.))
Ka%u "n%ir =))
ml.
=>.)
)
Kesar Pista =))
ml.
FF.))
$a% Bhog =))
ml.
F>.)
)
CONES:
$ingo Bings =F)
ml.
F).)
)
Choco 9anilla =F)
ml.
=>.)
)
&trawerry =F)
ml.
=(.)
)
Chocolate =F)
ml.
F>.)
)
Butter &cotch =F)
ml.
F>.)
)
Kesar Pista =F) F>.)
[34]
ml. )
$a%a $ani =F)
ml.
F>.)
)
NOVELTIES:
Malai KulB $oll
cut
() ml. F).)
)
Badam Pista
KulB
() ml. F>.)
)
&andwich 7ce
Cream
=)) ml. F>.)
)
$a%a $ani $oll
cut
=)) ml. ?).)
)
;ifty ;ifty $oll cut =)) ml. ?).)
)
Cassata cut =F) ml. E).)
)
&uper &undae =F> ml. E).)
[35]
)
BonABon => ml. >.))
FAMILY PACKS:
$oyal .ula =F))
ml.
?F.))
9anilla
=F))ml.
==).
))
Ka%u Draksh =F))
ml.
=>>.
))
Butter &cotch =F))
ml.
=?).
))
Chocolate
Chips
=F))
ml.
=@).
))
;resh
&trawerry
=F))
ml.
=G).
))
Bonan-a =F))
ml.
=C).
))
&wish Cake =F)) =@).
[36]
ml. ))
Ka%u "n%ir =F))
ml.
=>).
))
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53 C/annel% of Di%triution 6*lace3
/istribution channels is a set of inter dependent organi"ation
involves in the process of ma#ing a product or services available
for use of consumption by the consumer or business uses. They
should advertise is given in nespaper. .uch as Times of &ndia %
some local nespaper at #no the recruitment group. Therefore
job consolation are used% reference to current employees % data
ban# % application received maintain. The minimum $ualification
of jobs 3..c. either microbiology% 3. +harmacy % age should be
less than 2; years. The location of parries must have enough
mar#et to cover in the selection process application are true.
&ndies % chec#s out then introduced to candidates after
sometimes or#ing intervies are ta#en aay for regional officer
in the city % then production people % immediately % mar#eting
people one more intervie by strategy business unit. &n group
candidates are ta#en then selected on the basis of expenditure %
$ualification.
DISTRI"1TIO' CHART
Preceptors
[37]
Agents
Wholesalers
Retailers
Consumers
DISTRI"1TIO' CHA''EL
Company Distribution
Restaurants & Parlors
Dealers
Consumers
Trans!ortation:5
, chief function of physical distribution is to ta#e goods form the
places here they are to be consumer. This is rejected to as place
utility transportation performed this efficient function of
mar#eting. To use economic technology transportation
[38]
contribution place utility to goods helping effecting possession
utility and aids manufacturing processing increasing from utility.
@avmor &ndustries has separate vehicle for transportation of the
products those vehicles are not the ordinary vehicles but they are
of to types.
A. 6efrigerated Ians.
2. 'ooling Ians.
6efrigerator vans ere used to transport the products to different states.
,nd cooling vans ere used for transporting the products locally.
73 *ROMOTIO' MI8
&n a promotion mix three parts are involved:
? ,dvertisement
? .ales promotion
? +ublic relation
A!&erti%ement$
,dvertising means any paid form of none personal presentation
and promotion of ideas goods or services by an identified
sponsors. ,ny paid form of non personnel presentation and
promotion of ideas! goods or services by an identified sponsor.
,dvertising can be defined as mass paid communication of goods!
services or ideas by an identified sponsor.
&t is paid communication because the advertiser has to pay for the
space or time media! such as nespapers! maga"ines! radio and
television! cinema film! outdoor hoardings and poster! direct mail
and transit 9at card>.
S+,-N.+/S 01 A)2-,+ISIN. AS A P,030+I0N +00&S*
,dvertising is a major problem tool. &t has the folloing basic
plus points or strengths as a promotion tool:
[39]
A. &t offers planned and controlled message.
2. &t can contact and influence numerous people simultaneously!
$uic#ly and of a lo cost per prospect. @ence it is called mass
means of communication.
3. &t can deliver the same message consistency in a variety of
context.
;. &t can deliver the prospects that cannot be approached by
salesman.
:. &t helps to parcel goods and pull the buyer to retail.
,dvertising gives the adjustment of satisfies to give and
improved result. &t also stimulates the safe consumers thin#ing
about the products continuously. There are seven elements that
must be considered in developing a successful advertising
campaign:
? ,ppraisal of products
? ,nalysis of mar#et
? +roducts prospect tie in
? 'opy approach
? /esign and layout
? Medical appraisal
? Timing
,dvertising strategy:-
,dvertising strategy consists of to major elements:
9A> 'reating ,dvertising 92> .electing advertising media.
A8B'reating a$/ertising messages:
, large advertising budget does not guarantee a successfully
advertising complains. To advertisers can spend the same
amount. ?n advertising yet have very different results.
2o matter ho big the commercial! it gains attention and
communication ell.
A6BA$/ertising 0e$ia:
.pecific media ithin each general type! media type such as
specific maga"ines! TI shos! and radio programs. The main
[40]
advertising media adopted by all companies or# ritten medias
li#e maga"ines! nespapers etc or through television through
distribution. Major Media used in @avmor Food +vt. Jtd. ,re as
under:
*rint 0e$ia:5
&> Ne(s Pa%ers* !
• 8ujarat .amachar
? .andesh
? Times of &ndia
? &ndian (xpress.
II. 3a4a5ines*
? 'hitrale#ha
? 'ine .tar
? ,bhiyan
? 8ruh .hobha.
III. +rade 6ournals*
? 2es ee#
? &ndia Today
? 3usiness Today.
Out$oor A$/ertisement:5
? @oarding
? .logans
? ?ther occasional or festival based add li#e #ite.
Ot&er 0e$ias:5
? .tic#ers
? +osters
? )all +rinting
? Tattoos
? 'ontainers
[41]
? 3anners
Sale% *romotion
,dvertising is bac#ed by to other mass promotion tools i.e. sales
promotion and public relations.
.ale promotion means short term incentives to encourage purchase or
sales of product or services. .ales promotion consists of short-term
incentives to encourage purchase or sales of a product service. )hereas
advertising offers reasons to buy a product or services! sales promotion
offers reason to buy noL they are used to convert desire into ants.
.ales promotion includes a ide variety of promotion tools designed to
stimulate earlier or strong mar#et response. &t includes consumer
promotions such as samples! coupons! rebates! price offs! premiums etc.
the sales promotion of a product of the company may re$uire many
steps such as:
? .etting sales promotion objectives.
? .electing sales promotion tools.
.,J(. +6?M?T&?2 T??J.:
A. 'onsumer promotion tool includes samples! cash refund9rebate>
price on pac#ing! premiums! advertising! specialties! patronage reards!
point of purchase! contests! games etc.
2. Trade promotion tool includes contests! premiums! displays!
discounts! free goods! etc. to retailers and hole sellers.
3. 3usiness promotion tool includes organi"ing conventions! trade
sho etc.
The folloing are the steps for developing the sales promotion
programs:
A. .i"e of incentive
[42]
2. 'onditions for participation
3. @o to promote and distribute the promotion program
;. Jength of promotion program.
Thus in general sense promotion should be consumer friendly and
should create a long-term image on consumer rather than creating
only short-term sales volume or temporary brand sitching. They
should help to reinforce the products position by building long-
term relationship ith consumers. &f properly designed! every
sales promotion tool has the potential to build consumer
relationship. @avmor 'ompany runs discount schemer on
/hanteras! 3irthday of @avmorL special scheme is run each year.
,lso the company runs anniversary scheme for stipulated time
period. &n summer the company runs schemes that one ho
purchases orth 6s. 3DD items from veroji! gets a coupons ith
hich can enjoy discount flavors at nearby he @avmor +arlor.
,lso during festivals the company runs several schemes.
Sales *romotion
'ustomer +romotion
Jo +rice
Ialue ,ddition
/hanteras .cheme
Monthly 3asis
,pril fool! 2e -ear % Ialentine
'FART SFO-2NG SA)ES *RO0OT2ON OF FAV0OR
[43]
*ulic Relation
?+ublic relation means building good relations ith the
company5s various publics by obtaining favorable!
publicity! building up a good Qcorporate imageR and
handling off unfavorable! stories! and events. +ublic
relations and another mass promotion tool! hich
underta#es building good relations ith the company5s
various public by obtaining favorable publicity! building
up a good Qcorporate imageR! and handing or handling off
unfavorable rumors! stories and events. +ublic
relationship department may perform any or all of the
folloing functions:
A. +ress relations and press agency creating and placing
nes orth information in the nes media to attract
attention a person! product or service.
2. +roduct publicity-publici"ing specific products.
3. +ublic affairs-building and maintaining national or local
community relations.
;. Jobbying building and maintaining relations ith
legislators and government officials to influence
legislations and regulations.
:. &nvestor relations maintaining relationships ith
shareholders and others in the financial community.
[44]
=. /evelopment public relations ith donor or members of
non-profit organi"ations to gain financial or voluntary
support.
?The public relations department may ta#e into
consideration the folloing public relation decisions:
A. .etting public relations objectives.
2. 'hoosing public relations message and vehicle.
3. &mplementing the public relations plan.
;. (valuating public relations results.
MAR-ETI'. RESEARCH
Mar#eting research is a #ey to the evolution of successful
mar#eting strategies and evolution of successful mar#eting
strategies and programmer. &t is an important tool to study
buyer5s behavior. 'harges in consumer5s lifestyle and
consumption pattern brand loyally and also and forecast
mar#et changes. 6esearch is also used to study competition
and analyses the competitive products positional and ho to
gain competitive advantage. 6ecently mar#eting research is
being used to help! create and enhance brand e$uity.
This is a ne and decidedly differently from the conventional one
here it as used for us studying buyer5s behavior or for
conducting feasibility studies etc. &n fact because of this
conventional role! mar#eting research until the mid AF<D as
considered a luxury! hich only! multinationals li#e unit-lever and
[45]
proctor and gamble and their li#e could afford. @oever it is not
so no. This is because competition in all sectors has increased
manifold after AF<: especially after AFFA folloing liberali"ation
and decontrol most firms today find that the government no more
ta#es strategy decision for them rather the arena.
0AR1ET2NG RESEAR'F *RO'ESS:
Developing the problems and research objectives
Developing Information
Collecting Information
Analyzing the Information
Presenting Research Plan
Implementing the Research Plan
Interpreting & Reporting the indings
0ar4eting Resear(& b Fa/mor Foo$ */t. )t$:5
Mar#eting research leads to the development of ne products in #eeping
ith the needs! taste and demands of the consumer. @avmor food +vt.
Jtd. @as launched A2: different flavors of ice-cream! hich is the result
of the research. @,IM?6 &ce 'ream 'ompany is dealing ith more
than A
different varieties at ice creams % flavors.[46]
There is also a research and development department in unit in hich
research is going on. ,s a result company is introducing 3 ne flavors
in every three months. This is #non to be an excellent achievement.
/ue to constant efforts of the management the $uality of ice cream has
improved to such an excellent that the pac#ages can no be #ept in
refrigeration condition for a long period. 8enerally other brands of ice
cream cannot be #ept for more than 2D days. This could be achieved
only because of proper hygienic conditions at or#ers premises as ell
as good hygiene and sanitation at the unit.
&n the technical side! old machinery as replaced and efforts ere made
so as to reduce the energy cost and fre$uent repairs of machinery. )ith
innovation changes in the system is minimum of 6s.
! DDD per mouth has been saved on energy just by readjusting the refrigeration system
ithout affecting the $uality of ice cream of the same time increasing
the life and efficiency of the e$uipment. Most of repairs and
maintenance or# is being done by trained existing stall and only
essential and speciali"ed repairing jobs are done by outside agencies.
Ot&er 0ar4eting 2n"ormation:
? The total sales of the unit are A<.: to 2D corers.
? ,s it is #non that! @avmor operates just in 8ujarat it is a great
achievement.
? There are ADD varieties in @avmor Foods.
? (very three months! @avmor Foods launch 3 ne products. ,nd
if the demand for the same increases! then it is #ept or else is
stopped and other items are launched.
? The launch of this summer as iced cream 3urger and Magic
'one. Magic 'one as a super hit and penetrated deep in the
mar#et. ,s it as just 6s. : it as affordable as ell as of best
[47]
$ualities basically. The cones range from A: to 2: 6s and this ne
launch suddenly bro#e the mar#et of competitors to be a super
bumper hit.
? , part from having just different varieties of ice cream! @avmor
has its on parlors and restaurants in ,hmedabad and 3aroda.
? Many fast foods along ith ice cream are served here. This
formula is also a super hit and has fascinated many ,hmedabadis.
? &n slac# season or in inter the production is cut don! hile in
summer the production % distribution is in full sing or pea#.
? @avmor as the first unit to introduce the tear open products in
&ndia.
? There is a constant renovation in the pac#aging department. 2e
and attractive pac#ages are introduced hen needed.
? ?f the total sales F U is ta#en for advertisement.
[48]
[49]
S9OT A'AL)SIS$(
Stren4ths*
? @avmor is very strong in term of mar#et share and brand
aareness in 8ujarat.
? &t has a secondary business i.e. fast hich has high potential to
gron in future.
? +roduction unit is nearness to city area so company able to cut
don cost of ' % F agent! distribution etc. and operation through
its on vehicle in hole mar#et.
??3ualit ObGe(ti/es:
? To ensure consistency in $uality of product and services.
? &mprove upon individual and team performance by means of
continuous training.
??0anu"a(turing Fa(ilities:
? )orld-class plants and related products are manufactured in state
of the art at 2aroda and ,hmedabad! 8ujarat. The plant features
tartly orld class processing facilities hich enables total
hygiene. The pac#aging plant also conforms to international
norms.
7ea8nesses*!
? Joer mar#et covered because it only operates in 8ujarat region
than on national base.
? /ue to regional company does not advertise on national coverage
li#e advertisement through television.
? ,s! a high competition company does not response $uic#ly to the
competitor5s strategy.
[50]
? Joer mar#et coverage because it operates only in the 8ujarat
region rather than on national base.
? /ue to lo production it doesn5t have a benefit to huge
production.
? /ue to regional player! company doesn5t advertise on national
coverage li#e advertisement through TI.
? ,s a high competitive mar#et! company doesn5t response $uic#ly
to the competitor5s strategy.
? @avmor is spending a lot of money at distribution of products in
the hole country. /ue to this heavy distribution lost the entire
price is not able to ma#e. .o it is a biggest ea# point of @avmor
Foods +vt. Jimited.
? The storage facility of @avmor is excellent but such storage
facility re$uires high storage cost. )hich increases the price of
their products due to increase in price of their products the sale of
their products is decreasing and adverse effect on @avmor Foods
+vt. Jimited.
? ,s @avmor is transporting their product in the hole nation and
are using refrigerator based vans for the transportation. The
transportation cost increases very much and hence the profit
ration decreases. .o @avmor have to decrease the transportation
cost.
0%%ortunities*!
? ,bility to increase production due to installation of ne
technology
? To sell their &ce 'reams in other states of &ndia
+hreats*!
? &ncreasing number of competitors
? &ncreasing demand of ,mul! Iadilal! 3as#in 6obbins.
ACHIEVEME'TS$(
? The total sales of the unit are A<.: to 2D crores.
? There are ADD verities of @avmor foods +vt. Jtd.
? (very three month @avmor launches ne flavors in ice-creams.
[51]
? @avmor have many parlors % restaurants outlets all over the
,hmedabad.
? @avmor have also opened many outlets in 3aroda.
F1T1RE *LA'S$(
? @avmor is one of the most reputed companies in 8ujarat.
? @avmor has reached up to this stage only become of its plans and
foreign thanes.
? “Havmor’s future lans are to become to t!e best coman" of
ice-creams and ot!er roduct in #estern $ndia%”
SOCIAL RES*O'SI"ILIT)$(
Rain.ater &ar/esting is the accumulation and storage of rainater for
reuse before it reaches the a$uifer. Nses include ater for garden! ater
for livestoc#! ater for irrigation! etc. &n many places the ater
collected is just redirected to a deep pit ith percolation. The harvested
ater can be used for drin#ing ater as ell if the storage is a tan# that
can be accessed and cleaned hen needed.
6ainater harvesting provides an independent ater supply during
regional ater restrictions and in developed countries is often used to
supplement the mains supply. 6ain ater harvesting provide ater hen
there is a drought or in summer season. 6ainater harvesting systems
are appealing as they are easy to understand! install and operate. They
are effective in 7green droughts7 as ater is captured from rainfall here
runoff is insufficient to flo into dam storage. The $uality of captured
rainater is usually sufficient for most household needs! reducing the
need for detergents because rainater is soft. Financial benefits to the
users include that rain is 7reneable7 at acceptable volumes despite
climate change forecasts! and rainater harvesting systems generally
[52]
have lo running costs! providing ater at the point of consumption.
3enefits of idespread rainater harvesting to the regional reticulated
supply system may include reduced treatment! pumping! operation and
augmentation costs! reducing pea# storm ater and storm ater
processing costs! as ell as reduced greenhouse gas emissions due to
reduced dependence on pumping and potential augmentation through
sources such as desalination.
CO'CL1SIO'$(
? The &ndustrial Iisit to @avmor Foods +vt. Jtd.! 2aroda as a
great learning experience.
? ,t the +lant! & learnt about their various departments! namely!
+roduction! Mar#eting! .ales and @uman 6esource Management.
? This report is mainly on the Mar#eting /ept. of @avmor FoodsL
hence! & learnt that at @avmor! the Mar#eting plays a vital part in
the organi"ation.
? For them! their employees are their family! thus! there is a healthy
and safe or#ing environment provided. @avmor is an industry
[53]
that is very ell e$uipped by the latest technology and efficient
human resource. & ish them very best luc# for future.
"I"LIO.RA*H)$(
AB -ebsites:
? ....google.(om
? ....&a/mor.(om
? ....timeso"in$ia.(om
? ....e(onomi(times.(om
BB Boo4s:
? 1. ,shathapa ! @uman 6esources and +ersonnel
/epartment! 2e /elhi! Tata Mc8ra-@ill publishing
Jtd.! F< years!
3 +ages.? Mar#eting Mgmt. 1. 1aruna#aran L @imalaya
+ublication! 3
rd
(dition.
? 3... .hah +ublications
'B Ne.s!a!ers:
? T@( T&M(. ?F &2/&,
? 8NV6,T .,M,'@,6
? /&I-, 3@,.1(6
? ('?2?M&' T&M(.
[54]
doc_602732941.docx