VADILAL ICECREAMS ppt

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VADILAL ICECREAMS : 

VADILAL ICECREAMS Group – IV MOHIT SINGHVI ( 094232 ) VARUNIKA MEHTA ( 094257 ) RAVI PATEL ( 094141 ) MAYUR MANGHRANI (094228 )

OBJECTIVE OF THE STUDY : 

TO HAVE AN INSIGHT OF THE DISTRIBUTION CHANNEL OF VADILAL ICE CREAMS. DISCUSS THE VARIOUS STRATEGIES ADOPTED, IF ANY, TO MAKE THE MARKETING CHANNEL DISTRIBUTION SUCCESSFUL. PROMOTIONAL CAMPAIGNS. DISTRIBUTION NETWORK , PROMOTIONAL STRATEGY & COMPETITON ANALYSIS OF VADILAL IN GUJARAT WHICH CONSTITUTES 40 % OF ITS TOTAL SALES. OBJECTIVE OF THE STUDY SCOPE OF STUDY

ANALYSIS : 

ANALYZING THE CRITICAL FACTORS IN THE EXISTING MODEL THROUGH DATA COLLECTED FROM INTERNET & FROM INFORMAL SURVEY FROM RETAILERS. WE EXAMINED DIAGRAMMATIC FLOW OF CHANNELS AND THE CHALLENGES FACED AT EACH STAGE. HOW, EVEN AFTER MORE THAN 100 YEARS OF INCEPTION VADILAL IS AMONG TOP 3 ICE CREAM MANUFACTURER WITH SUBSTANTIAL DYNAMISM IN THE INDUSTRY. ANALYSIS METHOD OF STUDY

BRAND PROMOTION : 

IS SPENDING ABOUT RS 7-8 CRORE A YEAR ON PROMOTIONS COMMERCIALS ON NATIONAL TELEVISION LAUNCHED ICE-CREAM PARLOURS UNDER THE BANNER OF HAPPINEZZ NO CELEBRITY CONNECTED WITH CAMPAIGN BUT THE MODELS FOR PRODUCT & BRAND PROMOTION. BRAND PROMOTION

BRAND PROMOTION : 

BRAND PROMOTION

SALES NETWORK : 

STRONG DISTRIBUTION AND DEALER NETWORK IS THE RESULT OF LUCRATIVE MARGIN AND RETURNS THAT VADILAL PROVIDES TO THEM. IT PROVIDES THEM DEEP FREEZERS FOR STORAGE OF ICE CREAMS, DISPLAY SING BROADS, POP, ETC PROMOTIONAL MATERIAL. SALES NETWORK

Slide 7: 

COMPETITION IN INDIA IN GUJARAT MAJOR COMPETITORS AMUL HLL'S KWALITY WALLS

STRATEGY : 

STRATEGY FOCUSED DISTRIBUTION & FRANCHISING NEW HAPPINEZZ PARLORS ALL OVER INDIA. THE COMPANY IS ALREADY ON THE VERGE TO SET UP NEW MANUFACTURING FACILITY AT A STRATEGIC LOCATION IN THE EASTERN INDIA. BESIDES EXPANDING MANUFACTURING AND DISTRIBUTION CAPACITIES, IT IS ALSO STRENGTHENING ITS MILK PROCUREMENT NETWORK FROM FARM-TO-FACTORY TO CATER ICE CREAM MADE FROM THE FRESH MILK. FOR AVAILABILITY OF ICE CREAM, VADILAL HAS THE LARGEST FLEET OF REFRIGERATED VEHICLES IN INDIA.

RECOMMENDATIONS & SUGGESTIONS : 

RECOMMENDATIONS & SUGGESTIONS THEY SHOULD INCREASE THE NUMBER OF ICE-CREAM MANUFACTURING UNITS TO COVER THE ENTIRE NATION ALONG WITH THE REFRIGERATION VEHICLES FOR DEALING WITH THE PERISHABILITY OF THE PRODUCT AND REDUCING THE COST. THEY CAN ALSO INTRODUCE THE VENDING MACHINES BESIDES RETAILING. TO AVOID LOCAL COMPETITION, THEY CAN REDUCE THE PRICES BY DIRECTLY SELLING TO THE DEALERS OR RETAILERS INSTEAD OF TRAVELLING THE WHOLE SUPPLY CHAIN.

CONCLUSION : 

THE COMPANY HAS NOT BEEN RESISTANT TO CHANGE, INDEED HAVE SET AN EXAMPLE FOR THE OTHER PLAYERS TO BRING DYNAMISM IN ITS PRODUCT PORTFOLIO AS WELL ITS DISTRIBUTION NETWORK WHICH ALLOWS HIM STILL TO STAND AS THIRD LARGEST ICE-CREAM MANUFACTURER IN INDIA EVEN AFTER 100 YEARS OF ITS INCEPTION. CRITICAL SUCCESS FACTORS CONSUMER ORIENTED STRATEGY. ABILITY TO CONTROL ECONOMIC REFRIGERATION CAPACITY THROUGHOUT DISTRIBUTION PROCESS. LARGEST FLEET OF REFRIGERATED VEHICLES IN INDIA, BACKED BY THE STRONG DISTRIBUTION NETWORK COMPRISING OF 22 C&F AGENTS, 450 DISTRIBUTORS AND MORE THAN 40000 RETAIL DEALERS. CONCLUSION

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