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ICE CREAM INDUSTRY PROFILE Ice-cream The Indian ice cream market was till recen
tly reserved for the small-scale sector. It was opened to large-scale manufactur
e only in 1997. Since then the market has been witnessing fierce battles and hug
e investments on the part of major players in cold chains and infrastructure. Th
e overall industry has been growing at a sluggish rate of 3-4 %. But the organiz
ed 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 s
ector 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. A
mong the major players in this industry Hindustan Lever has a market share of ar
ound 50%, represented mainly by Kwality Walls brand. Amul with an estimated mark
et share of 35% is rapidly gaining market share, Vadilal is the player in the na
tional market with 8-9% of the market share. And lastly Dinshaw’s having market sh
are of 3 –4% .
Production area In rural areas, kulfis / ice creams made by small / cottage indu
stry are popular. The market for organized sector is restricted to large metropo
litan cities. In small towns and villages, there are thousands of small players
who produce ice- creams / kulfis in their home
I.B.M.R.D. A’Nagar backyard and cater to the local market. Almost 40% of the ice
creams sold in the country are consumed in the western region with Mumbai being
the main market, followed by 30% in the north and 20% in the south.
Growth promotional activities The Indian government adopted the policy of libera
lization regarding the ice cream industry also and it is since then that this se
ctor has shown an annual growth ranging from 15- 20% per annum for last 1- 2 yea
r. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn. This growth rat
e 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 o
n the basis of flavors; on the basis of stock keeping units / packaging and on t
he basis of consumer segments. On the basis of flavors the market today has a nu
mber of flavors like vanilla, strawberry, chocolate, mango, butterscotch a numbe
r of fruit flavors, dry fruit flavors traditional flavors like Kesar- Pista, Kaj
u- Draksh etc.
The market is totally dominated by Vanilla, Strawberry and chocolate, which toge
ther account for more than 70% of the market followed by butterscotch and other
fruit flavors. I.B.M.R.D. A’Nagar Indian Ice Cream Industry Growth Year crore 199
7-98 500 1998-99 575 1999-2000 661.25 2000-2001 760.43 2001-2003 874.49 2003-200
4 1005.66 I.B.M.R.D. A’Nagar Indian Ice-cream industry growth 0 200 400 600 800 10
00 1200 1997-98 1998-99 1999- 2000 2000- 2001 2001- 2003 2003- 2004 year Rs.Cror
e crore THE COMPANY PROFILE INCEPTION Early 1930s: Two enterprising brothers, D
INSHAW and ERUCH RANA, started a small dairy business in Gittikhadan, on the out
skirts of Nagpur. Their obsession with quality and transparent business practice
s, brought prosperity and confidence to the young businessmen. When opportunity
knocked in the form of an Englishman who suggested that they try manufacturing i
ce cream, the idea was readily translated into reality. “DINSHAW’S ICE
CREAM” was born in 1933 when Nagpurians came to know the creamy, hand churned deli
cacy. INTIAL GROWTH An alien concept, ice cream eating was considered a luxury,
which could only be indulged in, on very special days during the sweltering heat
of Nagpur’s grueling summer. The conviction of their ultimate success, and the vi
sion of these young entrepreneurs, far out weighed the difficulties of running a
purely seasonalbusiness with its vagaries of demand . By mid forties, Nagpur’s ge
ntry had extended ice cream eating into the winter and the name
DINSHAW’S had become synonymous with the ice cream in Nagpur. I.B.M.R.D. A’Nagar
THE SECOND GENERATION GROWTH : SAM DINSHAW RANA and JIMMY ERUCH RANA put on the
mantles of their august fathers. Burning with the same zeal to succeed, the sam
e uncompromising attitude towards quality and service, the Rana cousins struck o
ut for wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to replace the ca
ttle pounds. The dairy business gracefully gave way to its prospering offspring
, the ice- cream business.
The magic of”“DINSHAW’S goodwill spawned a net work of enthusiastic dealer-franchises
all over central India, whereDINSHAW’S enjoy near monopoly even today. Success bre
eds Success. The sound business principles of the founders, which gave them thei
r initial success, became the foundation ofDINSHAW’S business edifice. Quality con
sciousness went beyond the quality of relations with employees, business associa
tes and its ultimate consumer. By 1987DINSHAW’S was known in central India as not
only the company, which made the best ice creams, but also the company that buil
t best relations.
Persistent efforts from prospective distributors and dealers of other areas and
greater demand for varieties from existing areas forcedDINSHAW’S to expand its man
ufacturing capacities. Imported continuous freezers expand plants and storage fa
cilities wide with market demand.
By 1989 cold storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Au
rangabad, Pune, Hydreabad, Guntur and Vishakhapatnam more by pressures of demand
than by design. Consumer appreciation for its products and for its credo of“VALUE
FOR MONEY” forced continuous expansion and modernization of manufacturing capaciti
es I.B.M.R.D. A’Nagar
which today are to the tune of 35000 Liters of ice-cream per day. By 1990 the b
usiness was experiencing difficulty in getting regular supplies of good quality
to need its ever-increasing needs. The obstacles were turned into an opportuniti
es to diversify into Diary business.
The firm had turned full circle by coming back to its parent business of Diary w
hich 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 S
cheme and local vendors welcomed the supply of standardized quality milk andDINS
HAW’S became the first branded milk to be sold in Nagpur.
Being a responsible corporate citizen and being aware of the needs of protecting
its environment,DINSHAW’S have invested more than Rs.70 lakhs in an Effluent Trea
tment Plant, which is a model for any industry of its size. As in all other area
s, Dinshaw’s foray in Bombay has been on a low key.DINSHAW’S have been able to grow
in the face of competition from national and multinational giants of the industr
y because of the inherent strength of its products, policies and people.
I.B.M.R.D. A’Nagar
PRODUCT PROFILE Product is the first of the four P’s of the marketing , Though ea
ch of the four p has its unique position in the marketing mix of the firm , prod
uct has a very special position as it constitutes substantive elements in any ma
rketing offer . The other elements of marketing price and promotion are normally
employed to make product offering unique and distinct . Product is the number o
ne weapon in the marketing arsenal.
Dinshaw s has wide range of products from scoop to family packs . Type Quantity
Cups 50 ML.
Fundae
Strawberry
Vanilla
Big Cups 100 ML.
Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry Vanilla Bars Ice Lolies 50 ML. Heart Beat 100ML Tripple Treat 100 ML
Champ Chocobar 100 ML. Chocobar 100 ML. Kulfi 100 ML. Take Home Packs Family Tub
s 500 ML. Anjir Badam Mocha Almond Banana Split Kesar Kamaal I.B.M.R.D. A’Nagar
King Alphanso Fruit Overload
Choco Chips
Butter Scotch
Pineapple Supreme
Smart Packs 400 ML. & 900 ML Smart Raspberry . Smart Mango Tago Family Packs 500
ML.
Vanilla
Starwberry
Pista
Party Packs 1000 ML
Kesar Pista
Butter Scotch
3in 1 Strawberry(33% extra) Vanilla (33% extra) Log 750 ML. Lamour Club Pack 2 L
tr. Novelties SundaesMaha Sundae 150 ML. Butter Scotch 100 ML Mocha Almond 100 M
L Fruity Fundae 100 ML Novelties 150 ML.
Cassatta
Flora Kulfi
Yorker
Cones Carnival 120 ML.& 60 ML.
Butter Scotch
Choco chips
Orange city
Badam Roasted
I.B.M.R.D. A’Nagar
METHODOLOGY • Defining the purpose of research • Determining the data required and
their resources. • A Questionnaire was designed to get detailed information • Face t
o face interviews was taken were conducted to get the required information . • Ana
lysis of Data • Drawing Conclusions • Suggestions/ Recommendation I.B.M.R.D. A’Nagar
OBJECTIVES 1) Area wise Identifying Potential Prospects, which leads to increas
e the business.
2) To find Market share of Dinshaw’s in outskits of Pune city.
3) Developing the marketing strategy .
I.B.M.R.D. A’Nagar
THE PROSPECTS The Starting point is every one who might conceivably buy the pr
oduct that is called suspectsand from these the company determines the most like
ly prospects which it hopes to convert into first time customers then repeat cus
tomers and then clients .. Following figure shows the main steps of attracting a
nd keeping customers . I.B.M.R.D. A’Nagar Suspects Prospects First Time Customers
Repeat Customers Clients Disqualified Prospects Members Advocates Partners Inact
ive or ex custemers
Dinshaw’s has more than 800 outlets in the pune city , but it do not have its pre
sence in outskirt area ,So the company wants to expand its network , in the proc
ess of expansion new retailers are needed to be tapped .
So it is very necessary to Study and scan the market , what is the retailers opi
nion , the market condition , the competitors , Awareness level , Company Image
. The targeted retailers are the existing customers of any other brand than Dins
haw’s and therefore it is necessary to know about them . Existing players in the o
utskirt area Amul
Vadilal
Kwality –Walls
These are the Top 3 Players in every area Also there are so many local players w
hich includes Kawre Ice-cream
Pastonji
Freshina
Zebra
Delezia
Natural ice-cream
I.B.M.R.D. A’Nagar
SWOT ANALYSIS STRENGTH :-The Indian ice cream market was till recently reserved
for the small-scale sector. It was opened to large-scale manufacture only in 19
97. Since then the market has been witnessing fierce battles and huge investment
s on the part of major players in cold chains and infrastructure. The overall in
dustry has been growing at a sluggish rate of 3-4 %. But the organized sector ha
s 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 an
d 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 ha
bit. "But the most enduring change that we have noticed is increasing out-of-hom
e consumption, which is related to socio-economic changes, especially in urban m
arkets.
WEAKNESS:- The domestic ice-cream market is small in relation to those of other
countries in terms of per capita consumption. India s per capita consumption is
about 250 ml against Pakistan s 300 ml, 600 ml in Sri Lanka, 1.2 liters in China
and 22 liters in the US.
According to industry sources, the industry is not registering upto mark growth.
"As Indians on an average eat ice-cream only five to six times a year, India s
potential is I.B.M.R.D. A’Nagar
phenomenal," there is not enough advertising in the country. That is why almost
half the market is dominated by the unorganized sector. You can see the case of
the soft drinks market in India and its growth in the past few years, especiall
y after the entrance of Coca-Cola and Pepsi, of which he says "... their powerfu
l ads did the magic". According to him, "No ice-cream company is fully in play y
et."
OPPORTUNITIES :- The Indian rural market has great potential . All the major mar
ket 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 st
arted and there has been realization that the rural market is both price and qua
ntity 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 s
uch as Vadilal with Nestle India , Dinshaw’s growth strategy to have a tie up with
Bapuna Industries ltd . to export the in Arabian countries .
THREATS :- With intense competition by so many local players making headache to
the current marketers . in addition to this though multinational brands are not
yet established but still they will soon hit the market . Almost 60 to 70% of th
e 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 flexibili
ty for product differentiation except some cosmetic changes. I.B.M.R.D. A’Nagar
THE AREA WISE BREAKUP 1) Hadapsar Mohammadwadi Road No of outlets visited :- 10
Market leader :- Local Ice-cream makers Existing brands :- Vadilal , Amul Intrs
ted :- 3 Avg Sales per outlet :- Rs. 4000 to 6000 Towards Solapur No of outlets
visited :- 15 Market leader :- Vadilal In majari less ice-cream parlors Existing
brands :- Vadilal , Amul Dinshaw’s , Freshna , Intrsted :-4 to 5 retailers are in
terested but afterDiwali , also the garden restaurants are interested to keep th
e brand
Avg Sales per outlet :- Rs. 10,000 to 12,000 per month Towards saswad fursungi N
o of outlets visited :- 10 Market leader :- Vadilal + Amul Existing brands :- Va
dilal , Amul , Kaware Intrsted :- 3 Avg Sales per outlet :- Rs 7500 to 10,000 Re
marks :- • Awareness among retailers about Dinshaw’s ice-cream. • Market will defiantl
y respond if targeted in December – January . • Though some of restaurants on highwa
y after manjari are interested but the major problem is of poor electricity supp
ly. I.B.M.R.D. A’Nagar
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 Din
shaw s 5 others 5 I.B.M.R.D. A’Nagar Hadapsar Area mohmadwadi 32% solapur road 36%
saswad road 32% mohmadwadi solapur road saswad road Market share (Hadapsar) Amu
l 37% Vadilal 22% K.W. 15% Dinshaw s 13% others 13% Amul Vadilal K.W. Dinshaw s
others
2) From Alandi road to Vishrantwadi Maula Road :- No of outlets visited :- 7 Ma
rket leader :- Amul Existing brands :- Vadilal , Amul , Kaware Intrsted :- 2 Avg
Sales per outlet :- Rs 12000 to 15,000 Sainik Nagar:- No of outlets visited :-
5 Market leader :- Amul Existing brands :- Vadilal , Amul , Kaware , Kwality wal
ls Intrsted :- 1 Avg Sales per outlet :- Rs 12000 to 15,000 Visharantwadi :- No
of outlets visited :- 10 Market leader :- Amul Existing brands :- Vadilal , Amul
, Kaware , Kwality walls Intrsted :- 1 Avg Sales per outlet :- Rs 12000 to 15,0
00 Remarks • Overall area is very much price conscious • Kwality walls enters the ma
rket having 3 outlets • Retailers are happy with kind of service given by Amul • Dem
and for low MRP. . • Vadilal is giving better service in the region • Some of retail
ers places 3 brands according to consciousness and demand of customer So there is
room to introduce Dinshaw’s in such outlets . I.B.M.R.D. A’Nagar
From Alandi Road to Vishrantwadi Areas no of outlet potential %age MaulaRoad 7
2 29% Sainik Nagar 5 1 20% Vishrantwadi 10 1 10% 22 Market Share Amul 12 Vadilal
6 K.W. 1 Dinshaw s 0 others 3 I.B.M.R.D. A’Nagar Alandi Road to vishrantwadi maul
aRoad 49% sainik Nagar 34% Vishrantwadi 17% maulaRoad sainik Nagar Vishrantwadi
54% 27% 5%0% 14% Amul Vadialal K.W. Dinshaw s others
3) Yerwada Yerwada Market yard No of outlets visited :- 12 Market leader :- Amu
l , + freshna Existing brands :- Amul , Kaware, Vadilal , Freshna Intrsted :- 2
Avg Sales per outlet :- Rs 20,000 to 25,000 Yerwada Jail road No of outlets visi
ted :- 7 Market leader :- Amul Existing brands :- Amul , Kwality walls, Freshina
Intrsted :- nil Avg Sales per outlet :- Rs 10,000 to 15,000 Nagpur Chal and Mha
da No of outlets visited :- 10 Market leader :- Amul Existing brands :- Amul , V
adilal , Freshina , Kwality walls Intrsted :- nil Avg Sales per outlet :- Rs 20,
000 to 25,000 Remarks :- • Brand Awareness is zero • Amul people are not interested •
Amul provides freezer on lease basis for the period of 3 years • Good service from
Amul . • Near about all sweet marts selling ice-cream of Amul I.B.M.R.D. A’Nagar
Yerwada Areas no of outlet potential %age Market Yard 12 2 17% Jail Road 7 0 0%
Nagpur chal &Mhada 10 0 0% 29 Market Share Amul 15 Vadilal 7 K.W. 1 Dinshaw’s 0 O
thers 6 I.B.M.R.D. A’Nagar 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 o
thers
4 ) A’Nagar Road Viman Nagar: No of outlets visited :- 10 Market leader :- Vadila
l Existing brands :- Vadilal , Dinshaw’s , Amul Intrsted :- 3 Avg Sales per outlet
:- Rs 20,000 to 25,000 Kalyani Nagar No of outlets visited :- 15 Market leader
:- Amul Existing brands :- Amul , Kwality walls , Vadilal Intrsted :- nil Avg Sa
les per outlet :- Rs 20,000 to 25,000 Vadgaon sheri road No of outlets visited :
- 6 Market leader :- Amul Existing brands :- Amul , Pastonji Intrsted :- 1 Avg S
ales per outlet :- Rs 5000 to 7000 Solapur Bypass No of outlets visited :- 1 Mar
ket leader :- - Existing brands :- Kwality walls + Local Intrsted :- 1 Avg Sales
per outlet :- Rs 20,000 to 25,000 I.B.M.R.D. A’Nagar
Chandan Nagar No of outlets visited :- 12 Market leader :- Amul+Vadilal Existin
g brands :- Amul , Vadilal , Kaware, Freshina , Intrsted :- nil Avg Sales per ou
tlet :- Rs 17,000 to 19,000 Remarks :-• Viman Nagar is only area where response is
high • If this area is targeted defiantly Dinshaw’s can make some more outlets • On a
n average response is good • some of the retailers (sweet marts)on the way are int
erested . • There is Awareness of brand in the sophisticated area such as Viman na
gar , Kalyani nagar • Demand for good service during seasons. I.B.M.R.D. A’Nagar
A-Nagar Road Areas No of outlet Potential % age Viman Nagar 10 3 30% Kalyani Na
gar 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 Dinshaw’s 1 others 10 I.B.M.R.D. A’Na
gar 20% 0% 11% 69% 0% Viman Nagar Kalyani Nagar Vadgaon sheri road Solapur Bypas
s Chandan Nagar 41% 24% 11% 2% 22% Amul Vadialal K.W. Dinshaw s others
5 ) Old Pune – Mumbai Bypass Khadaki Station:- No of outlets visited :- 3 Market
leader :- Amul Existing brands :- Amul , Vadilal , Intrsted :- nil Avg Sales per
outlet :- Rs 17,000 to 18,000 Bopodi No of outlets visited :- 8 Market leader :
- Kwality walls and Amul Existing brands :- Amul , Vadilal , Delezia , Kwality w
alls Intrsted :- nil Avg Sales per outlet :- Rs 20,000 to 25,000 Kasarwadi No of
outlets visited :- 12 Market leader :- Amul Existing brands :- Amul , Vadilal ,
Pastonji Intrsted :- 3 Avg Sales per outlet :- Rs 15,000 to 20,000 Vallabh naga
r No of outlets visited :- 3 Market leader :- Amul and local Existing brands :-
Amul , Vadilal , Kwality walls , Delezia Intrsted :- nil Avg Sales per outlet :-
Rs 25,000 to 27,000 I.B.M.R.D. A’Nagar
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