TABLE OF CONTENT

Section - 1
SR.N O. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 PARTICULAR History of ice-cream Industry In India History Of Havmor Food Pvt.Ltd. Plant Layout & Location Company Profile Corporate Information Havmor Parlors The Management Structure Of Havmor Organization chart Mission Vision Goals Quality Policy ISO Objectives Of Enterprise Process Department Personal Departmentation Employees Benefits And Facilities Training And Development Social Responsibility PG.NO.

Section 2
SR.N O. 1 2 3 4 PARTICULAR Introduction to Marketing Organization Of the Marketing Department Marketing Mix Product Planing Level Of Product PG.NO.

 5 6

Classification Of Product Product Decision Branding Packaging & Labeling Product Line Product Mix

New Product Development Product Segmentation Pricing Targeting Positioning Channels Of Distribution Promotion Mix Strengths Of Advertising As a Promotion Tools Major Media Used In Havmor Food Pvt.Ltd. Sales Promotion Sales Promotion Tools Public Relation Marketing Research Transportation Competition Other Marketing Information Strength Weakness Achievement Problem Faced By The Company Future Plan Conclusion Bibliography

7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

HISTORY OF ICE-CREAM INDUSTRY IN INDIA

Ice-cream industry occupies an important place in India.It is one of the consumers goods industries its products is important popular diet. India is an agriculture based country because of the large number of cattle and large milk production most of the dairy and ice-cream industries have developed and India is well ranked inhe world. Ice-cream industries has brough magnificent chane in the rural economy.It provides employment to he marginal farmers.

Today the competition in ice-cream of players like Amul,Kwality Walls,Vadilal,etc.as ice-cream has been a regular edible item the consumption of ice-cream is more. It has an important role in employment generation and reducing the migration of villages towards the town and cites for livelihoods.

In 1983 when Indian Government Issued a control in which the certain price level was fixed.It has an improvement role in employment generation and reducing the migration of villagers towards the town and cities for live hood.

HISTORY OF HAVMOR FOOD PVT.LTD

Small Beginning, Big Vision, Great Ambitions Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By 1947, it was a popular local brand there. But in 1947, in the wake of the Partition, its founder Satish Chona had to join the exodus into India, with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun and Indore, and finally, settled down in Ahmedabad.

No, it was not a case of Brand Relocation, or anything else as fanciful. He had to start the venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmedabad Railway Station, churning out the Ice Cream manually. He called this fledgling brand Havmor - a neologism for Have More - which meant the customer got more value for money, and more taste to relish, from his Ice Creams. Perhaps he didnt know it then, but he had laid the foundation for one of Western Indias most enduring market legends. And good quality, like good character, wins over the situation sooner or later. Today, Havmor Ice Cream is a delicious facet of Western Indias daily life, and part of its market lore. It reaches hundreds of thousands of consumers through 8 main outlets and 3800 plus dealers. Thats very, very long way from a hand-cart. Good Old Values, New Generation Leadership. Pradeep Chona, son of Late Shri Satish Chona, today heads the Havmor conglomerate. He has continued his fathers quality obsession and streak of innovation. To his fathers motto - Achchai, Sachchai, Safai. He added a suffix - Navu Su Che? Now that is quite simple, but a powerful reason for taste innovation. In fact, that is not even a corporate axiom. It is the question regular Havmor customers ask at frequent intervals. Because they expect Havmor to keep pleasing their palates in new ways, always.

Pradeep Chona set off a series of Changes at Havmor - in technology, in quality & hygiene standards, in management, in HRD and in the overall corporate environment. This re-engineering was complemented by capacity expansions and a flurry of promotional activities, to maintain the companys market presence intact in competitive times...

PLANT LAYOUT&LOCATION
Plant Layouts
Havmor industry has managed itself very well. Its management is very good. The Plant is situated at suitable place where the things required are available very easily. Havmor Industries is a befitting and exemplary industries is very respect. The Raw material flavors and other thing required for preparing the ice-cream are available easily.

Plant Location

The Plant location of Havmor food pvt ltd.Is as under

Havmor food pvt ltd, Modern industries estate, Naroda, Ahmedabad-380025 If the inputs are not available it effects the industry negatively. Such that all the raw material supply, electric supply, and other important infrastructure available easily. there should be no storage mankind in any of the above mentioned things otherwise the production will be affected negatively as mentioned.

The location of the registered office:

Nr.Rupam cinema, Relief Road, Ahmedabad-380001, Phone-535-7373-74

Company Profile
Good Taste : A Great Business Strategy Founded: 1944. Current Market Status : Blue Chip Ice Creams brand of Western India. Among the top three in sales. Product Range :

 Ice Creams: - Candies, Topo Cones, Ready-to-eat-range, novelties, takeaway packs, Kulfis Snacks: grill etc. Food Items: - Punjabi, Mughlai, Chinese, and Continental. Dealer Network : 5,000-plus. Expansion underway. Main Outlets: Total 8 no of Parlours & Restaurants spread out in Ahmedabad and Vadodara. More in the pipeline. Diversification: Outdoor catering. Headquarter: Ahmedabad. etc. Samosa, Cutlets, Aloo Tiki Burger,Chana Puri,Jumbo

Havmor has become Gujarats favorite ice cream brand today with over 35% market share.

CORPORATE INFORMATION
1. Brand name : Havmor foods Private limited company 1944 Havmor food private limited, Relief Road,

2. Type of the organization: 3. Establishment year 4. Office Address : :

Ahmedabad. 5. Factory Address : Havmor Foods Private Limited, Asarva Road, Naroda G.I.D.C., Ahmedabad. 6. Caters : Panchvati circle, C.G.Road, Ahmedabad. 7. Parlours : V.Ravji s, Vijay cross Road, Navrangpura, Ahmedabad. 8. Havmor Enterprice : Vijay cross Road, Navrangpura, Ahmedabad.

9. Competitors

Amul Vadilal Dairy den Kwality walls Other local industry

10.Number of employees : 11.Number Of parlors and Restaurant :

350

12.Outlet center

Navrangpura, Satelite, Panchvati, Relief Road.

13. Reach us

Havmor group of companies 2nd Floor, Kashmira Chambers, B/h. Popular House, Navrangpura, Ahmedabad-380 009. Gujarat, INDIA. Phone :+91 79 26577070, 26575030, 26575144 Fax : +91 79 26575100 Email: [email protected]

HAVMOR PARLORS:
Havmor Parlors are located in strategic area of the city,with ample parking space and high visibility.They are spread out across commercial and residential areas Havmor Baroda Phone: (0265) 2225555/56 Havmor Parlour Navarangpura Phone: (079)26403355/26405533 Havmor Panchvati Phone : (079)26403535 Havmor Setelite Phone : (079)26763232

Havmor vijay char rasta Phone: (079)26446565 Havmor vastrapur Phone : (079)65426969 Havmor Bopal Phone : (02717)645151 Havmor Municipal Market Phone : (079)65223366

Havmor Gallops Phone : (79)64501111 Havmor Thaltej Phone : (079)64506464 Havmor Relief Road Phone: (079)25357373/4 Havmor S.G.Highway Phone:(079)65216262,26871155

THE MANAGEMENT STRUCTURE OF HAVMOR

Name of the manager 1) Quality Control Department Manager Mr.Anand Tanlculkar 2) General Assistant Manager Mr.Dhiren Shah Mr.Chirag Mistry Mr.Rohit Lai.

3) Managing Director Mr.Pradip Chona (son of promoter of Havmors owner Mr.Satish Chona) 4) Official taster Mr.Ankit Chona Mr.Ritu Chona 5) Dicision making manager Mr.Kartik Vyas

ORGANISATION CHART

Managing Directors

General Manager

Vice President Finance

Vice President of Human resource management

Vice President of marketing

Assistant Manager

Distribution Manager

Maintenance Manager

Sales Manager

Product Manager

MISSION
Goodness, Truthfulness, Cleanliness The Succeeding generations at the helm of the company translated this axiom into a way of life and business. Only the finest ingredients go into the making of Havmor Ice Creams. The whole manufacturing process conforms to global standards of hygiene. And the companys trade practices are kept totally transparent. This means many things.

Based on new generation technology and in-house R&D, the company keeps formulating new tastes at frequent intervals, and surprising its consumers. It has also diversified into other food items, through a high profile Restaurant Chain. Today, six decades later, Satish Chonas simple philosophy still continues to be the corporate axiom of the Havmor Conglomerate. And the Company values its entrepreneurial self-esteem, market image and reputation for financial uprightness above its pure business interests.

VISION
Quality Must Always Precede Quantity To be a leader in Food & Ice Cream business. Leadership not as defined by the general norms of the marketplace, but as defined by the company itself. This means many things. Such as establishing & maintaining leadership in quality, not necessarily quantity.

Continuing to earn the respect of consumers and business associates, through excellent products, fair trade practices and overall transparency.

Innovating continually, so that the company has something new to offer to its consumers every season. Diversifying into related areas of food industry, to offer consumers more comprehensive taste experiences. Fine-blending new technologies with market strategies. And, by never taking the market for granted.

GOALS
To be the number 1 ice-cream brand of western India. To be a leader in food and catering business.

QUALITY POLICY
Customer-Care: the Core Strategy We shall achieve customer satisfaction by establishing and sustaining an effective Quality Management System QUALITY OBJECTIVES Product Range:

 Ensure consistency in quality of products and services. Improve upon individual and team performance by means of continuous training.

QUALITY
Standards LIVING OUR VALUES We take responsibility for our decision at the individual & company level and aspire to achieve higher level of excellence in our products and services. Our commitment for well being of our internal as well as external customer. Innovation is a way of life at Havmor.

 Ensuring customer satisfaction & giving value for money to the customer is our motto

ISO
ISO 9001:2000 Certificate Manufacturing Facilities World class Plants, Indian Values Havmor Ice Creams and related products are manufactured in a state-of-the-art plant at Naroda, Ahmedabad, and Gujarat. The plant features truly world-class processing facilities, which enables total hygiene. The packaging plant also conforms to international norms.

OBJECTIVES OF ENTERPRISE
To provides maximum satisfaction and welfare to employees by providing them fair wages and other facilities to create a helthy industry relations. Main and basic objectives of enterprise are to earn profit by fulfilling social objectives After earnings to make the brand nameofcompany effectives. To increase arket share regionally and nationally.

To provide good quality product at reasonable rate. To improve production efficiency.

PROCESS DEPARTMENT
The process for manufacturing ice cream passed through various stages the chart given bellows shows the ways in which ice cream reaches us after manufacturing stages.

Ice cream manufacturing

Ice cream filling

Cold storage

Transportation by A.C. isolated vehicles

Marketing Channel

Distributers

Dealers

Consumers

PERSONAL DEPARTMENTATION
Personal management is a vital part of the organization not only of physical factors,but what Is still more important of people who are working on these factors. There are in all 350 employees who are either divided batch wise or production wise category-wise. These are 3 shifts for the workers in Havmor.each shifts is of 81/2 hours of there 2 shifts works on the mixing or manufacturing unit while the other one is in charge of cold storage,As Havmor is basically an ice cream factory. The cold storage shift starts at 6:30 while the workers come by 8:00 am.The office staff comes 9:00 am. And the supervisors at 11:00 am.

These shifts are divided as follows:(1) 6:30 am to 2:30 pm (2) 2:30 pm to 10:30 pm (3) 10:30 pm to 6:30 am There is no holyday in the office remains closed on Sunday.The workers of factory get holyday on Thursday and after every six months the shifts to Sunday and so on. The workers here is given good facilites.Timely incentives are given to motivate the workers.They are paid fair wages and bonus(20%) is also given every year.

EMPLOYEES BENEFITS AND FACILITIES

The employees are taken goo care.They are paid well and on the other hand many other benefits are also given. On special occasion all family are invite to the factory.Apart from these the workers are occasionally taken topicnic or movie show.These helps them in getting motivation. Some special programs such as meeting at quality circles are also done to know the hidden quality of the employees and they motivated.Special skill identification programmes are also heldb for this purpose and price are also given. The acwal selection process starts with retention of the employees and then he is promoted and at last he is retired.

Separation can be done in 3 ways: Resignation Retirement(58 to 60) Termination

The advertisement for personal are given in news paper or to consultants or are reference. The salary is given by 3 ways,either by government or by performance.

TRAINING AND DEVELOPMENT

Different types of training and development schemes are taken for the executive or Havmor food. Training is given to the lower or bottom level management while development programme are meant for the top levelmanagement. The employees here are provided with uniform,cap marks and gloves employees safely is taken at most cases. There is suggestion box in which the suggestion of employees are taken into account.No entry but if the suggestion are worth they are rewarded with prize such as a total sona,a bicycle or other gifts 25% discounts is given to workers at all Havmor product.The problem of employees are taken at grass root level.

SOCIAL RESPONSIBILITY

INTRODUCTION TO MARKETING
Havmor food has established a new strategy business unit called micro marketing division in the rural markets of India. The division queries market generic marketing Began to play an increasing important role with the certain be colon personating world over with he coming of important of generic market in India and it gaining fool hold in certain market with in a very short span of this division has established its self in the market.

The goal of marketing is create customer s satisfaction profitable by building value laden relationships with important customers the marketing department can not accomplished this goal buy it self it must team by closely with other department with the organization through out it entire value delivery system to provide superior value and satisfaction. To make all the work smother the group has created division has its own special identity in the market and its tops products. Through Havmor is very famous all over Gujarat and now even in some of the states it has eqully through competitors. The competitors are Amul and Vadilal. Amul and Vadilal both are well known company.They are spread throughout the country and also they have good grip in market. Of Gujarat. In This situation it is very hard for Havmor to stand inmarket and increases their production.

MARKETING CHART

FACTORY

DISTRIBUTER

DEALER

CONSUMER

ORGANIZATION OF THE MARKETING DEPARTMENT

The marketing manager Mr.Kaunal Desai handles the marketing department of the company. He works directly under the general manager, Mr.Pradip

Cona.Basic ideas of packaging and designing come from Mr.Chona and Mr.Kamal Desai governs the rest marketing work.Under him there are three regional affairs respectively in Ahmedabad,Rajkot, Surat.Which is not hot market of the company under the three regional affairs there courses distribution 800 retailers under distributers work to make available ice cream to the altimeter consumers. The whole scene become understandable with the helpof following diagrams,The following chart represents the entire organization structure of the Havmor Company.

The organization structure of marketing department

General Manager [Mr.Pradip Chona]

Marketing Manager [Mr.Kamal Desai]

Regional Manager Ahmedabad

Regional Manager Surat

Regional Manager Rajkot

Disributers

Disributers

Disributers

Retailers

Retailers

Retailers

Consumers

Consumers

Consumers

MARKETING MIX

Once the company has decided on its overall competitive marketing strategy,it is ready to being planning the details of the marketing mix.The marketing mix is one of the major concepts in morden marketing.We define marketing mix as the set of controllable marketing tools that the firm blends to produce the response it wants in the target marketing.The marketing mix consist of everything the firm can do influence the demnd for its products.The many possibilities can be collected into four groups of variables known as the :Four Ps:Product,Price,Place and Promotion. Product means the goods and service combination the company offers to the target marketing.Thus,a ford Taurus produce consist of nuts and bolts,spark plugs,pistons,headlights and thousands of other parts .Ford offers several Taurus styles and dozens of optical features .The cae comes fully serviced and with a comprehensive warranty,that is as much a part of the product as the tailpipe. Price is he amounts of money ,customers have to pay to obtain the product.ford calculates suggested retail price that its dealers might change for each Taurs.However ,Ford dealers really change the full stiker price.Insted of the negotiate the price with each customers,offering discounts and trade-in allowance and credit terms to adjust for the current competitive situation and to bring the price into line with the buyers perception of the cars value. Place includes company activities that make the product available to target consumers.Ford maintains a large body of indecently owned dealerships that sell the companys many different models.Ford selects its dealers carefully and supports them stringly.The dealers keep an inventory of Ford automobiles,demonstrate hem to potential buyers negotiate price,close,sales,and service the cars after the sale.

PRODUCT PLANING

Leval of Product
A Product is anything that can be offered to a market for attrition acquiring used or consumption that might satisfy a want on need includes physical objects services person pace organization ideas. Product planners need to think about products and services onthere levels the most basis level is core product which addresses the question what is the most buyers really buying as a figure 1 illustrates the core products stands at the center of the total products it consist of the core problems solving benefis that consumer seek when they buy a product or service the product planner must next build or services the product characteristics a quality level features design a brand name and packaging finally the product must build an actual products by offering additional consumer services and benefits. Core products is the problem solving or core benefits that consumers are really buying when they obtain a product in Havmor ice-crea mild sugar milk powder and for standard for fat by the government in ice-cream consist core product at Havmor ice-cream here fat is maintained at 13% to 15% bye adding butter or cream also they add of restraing ice-cream. Actual product is the products part quality levels features design brand name packaging and other attribute the combine to delivers core product benefits in 50 ml,200 ml,1liters and 4 liters pack in which may be card board or transparent plastic bowl is like bowl shape in ice-cream flavors the company has introduce a quite distinction design a Havmor id the brand names ended which all flours are sold. Additional consumer s services and actual products are called augmented product the company product perishable so augmentation is needed.

CLASSIFICATION OF PRODUCT

Havmor ice-cream issue of the most famos ice-cream producing enterprise in Gujarat it has abov 100 different products. It main products are ice-cream,candies,cones sundaes,fast,etc. Royal Gulab Vanilla Strawberry Fresh Pineappal Tuti Fruity Chocolates Real Mango Chocolate Chips Fresh Strawberry Kaju Draksh Butter Scotch Bonaza Ritch Coffee Black Cuurrent Orange Tang Swiss Cake Kesar Pista Kaju Anjir Almond Carnival Roast Badam Raj Bhog Kesar Kulfi

Slice Ice-cream
Three in one Raja Rani

Fifty Fifty Casata Cut Topa Cone Choco Vanilla Strawberry Chocolates Butter Scotch Kesar Pista

Candies
Cola Pop Orange Bar Double Hit Mini Chocolate Kaju Candy Rose berry Dolly Mango Dolly Chocobar Chowpaty Kulfi Zulu Bar

Novelties
Sandwitch ice-cream Malai Kulfi Roll cut Super Saundae Chese bull

Ready Big Cups

Vanilla Butter Scotch Bonanza

Kaju Draksh Kesar Pista These varieties of products and they are of reasonable rates which are affordable by people who after enjoying say. Havmors New Flavours Fresh Sitafal :Havmors Best Seller Ice Cream made from Fresh & Ripe Sitafal. Rock On Magic :Just try it it will Rock you Istanbuls most popular Ice Cream. Pista Strawberry :A two in one Ice Cream combination of Green Pista & Strawberry.

PRODUCT DECISION

Figure show the important decisions in the development and marketing of individuals products and services.We will focus on design about product attributes brandings,packaging,labeling and product support services.

Product attributes:Developing a product or service involves define the benefits that it will offer,these benefits are communicated and delivered by product attribute such as quality ,features and decision. Figure

Product attributes

Packa Branding ging Labeling

BRANDING

Branding means a name, term, sign, symbol or design or a combination of these intended or identifies the goods or services of one seller or group of seller and to different them from those of competitors. Brands helps buyers in many ways, brand names help consumers identify products that might benefit them.Buers,who always buys the same brand, knows that they will get the same features benefits and quality each time that buy. Branding also give the seller several advantages. The brand name becomes the basis on which a whole built about the products special qualities Havmor ice cream Ltd.has major branding decisions: 1.Brand name selection:A goal name can add gentely to a producer success.Havmor ice cream has selected the name of the product on the basis medicine.e.g,Havmor his product name HAVMOR means WANT MORE. 2.Brand sponsor:Havmor icecream has sponsor brand of the product by manufacturing brand,private brand,licensed brand,co-branding. 3.Brand strategy:Havmor ice cream Ltd. Applied brand strategy of the product by line extensions,new brands,and multy brands. At Havmor ice cream,they are clearly aware that well positioned brands,sustained by a favorable patient recall of effective and lasting relief from suffering represent one of the most sustainable strengths in a competitive pharmaceutical industry As company whose existence has been driven by this positive customer response.Havmor ice cream has firmly created distinctive brand equity for all its products in the minds if their users. Over the years the company has institutionalized the ability to transfer new brand launched in ti suitable revenue drivers through the following initiatives : creation of brands that molecules they represent.A premium positioning in terms of packaging and promotion,backed by simple and easy to remembers brands names.

PACKAGING & LABELING

Packaging means the activities of designing and producing the container or wrapper for a product. Traditionally packaging decisions where based primarily on cost and production factors,the primary function of the package was to contain and protect the product.in recent tme ,however humorous factors have made packaging an important marketing tool.These factors include all acting attention describing the product making the sales. Packaging involves designing and producing the container or wrapper for product.The package may include the products primary container a secondary package that is thrown way when the product is about to be used and shipping package necessary to store ,information appering the product labeling printed information appearing on or with the packaging is also part of the packaging.Lebel ways rouge from toys attached from product the complex graphic that identify the product or brand,such as the product the label weight also described several things about the product who made its contents how it to be used. The company used hard cardboard for family packs,transparent plastics bowl for new flavored ice-cream 2000,strawberry shape and thirst in cup candies are sold using sticks. It uses plastic covered papers for the packing of cones and chocobars. Safely finally the label weight promot the product through attractive graphics Havmor ice cream and no mistake in this products packaging and labeling. The packaging also contains some important and useful information like:The Code No. The net weight. Date Of Packaging. Date of Expire. Maximum Retail Price etc.

The advantages of packaging are as follows:-

In strip packaging,there is aluminum foil on both the side.Strip packing is done for providing stability to those products,which are having less productivity. In facilitates branding and advertising of products. In serves as a silent sales man.It includes the buyers to make re order. It has display value. It helps the seller to increase his sales and obtained higher prices than he could get from unpacked good. Printed literature containing Instruction to use the product can be easily passed on to the consumers by putting in the package. Packaging given the product a prestige an individually and identity which the goods sold in loose form do.

PRODUCT LINE
It means a group of product that are closely related because they function in a similar manner are sold to the same customer groups are marketed through the same types of outlets,or fall with him given price ranges. Product line can be increased in terms or length in two ways: By stretching the line or By filling it.

Product line stretching occure when a company long then its product line beyond its current range.Stretching upward means companies at lower and enter higher end. Stretching both waysmeans companies in middle range stretch their lines in both direction. Stretching downwards means think about this be sure being located at the upper and of the market and leter stretch the line downward and this is what done by,Butter Scotch,Raja Rani and all of the novelties are directed at higher end.Cola Pop,Vanilla,Kaju Draksh,Chocolate Chips,Chocobar,recently introduced Mini Chocobar,Double hit,Orange Bar etc.

PRODUCT MIX
It means set of all product line and items that a particular seller offer for sale to buyers.A company produce mix has for dimensions;Width;Length;Depth;and consistency. Width means number of different product lines the company carries. Depth means number of versions offered of each product in the line. Consistency means how closely the various product lines are in end use,production requirement,and distribution or in some other way. Product mix as % of total consumption.
50 40 30 20 10 0 Cups Curry home bulk paches Cones & Candies Novelties

Product mix as % of total consumption

NEW PRODUCT DEVELOPMENT

It means the development of original products,product improvements,product modification and new branded through the firms owen R & D efforts. [1] Idea Generation The systematic search for new product ideas,major sources of which are internal sources like company executive,companys sales peoples brains of its scientists engineers manufacturing people while external sources include customer,competitors suppliers & others. [2] Idea Screening screening new-product idea in order to spot good ideas and drop poor once as soon as possible. [3] Consept development and testing The idea that consumer will favor products that offers the most quality,performance,features and that the organization should there for devote its energy co marketing contain ours productivity developments. Testing new-product concept with a group of target consumers to find out if the concept have strong consumer appeal. [4] Marketing Strategy Development Designing an initial strategy for a new product based on the product concept. [5] Business Analysis A reviw of the sales costs and profit projection for a product to find out weather their factors satisfy the companys objectives. [6] Product Development A strategy for company growth by offering modified or new product to current market segments.Developing the product concept into a physical product in order to assort that the product idea can be turner into a workable product. [7] Test marketing The product and marketing program are tested in more realistic market settings.

[8] Commercialization Introducing a new product into he market. [9] Speeding Up New-Product Development As approach in which one company department works individual to complete its stage of the process before passing the new product along to the next department and stage. Havmor introduces three new flavors ours every three months, which are designed in different seasons. New flavors may be in Chocolate,Nutes Candies,Topo Cones etc. Direct experiments are mode since presenting is absorbed.Basis ideas of packing,designing are fromMr.Chona.The company has a very srong rend Department.

PRODUCT SEGMENTATION
Wherever a market for a product or service consists of two or more buyers the arket is capable being segmented.That can be divided in to meaningful buyer groups,the purpose of segmentation is to determine the largest consumers to prepare appropriate. Dividing a market in to distinct group of buyers with different needs,characterstics,or behavior who weight require separate product or marketing mixes is known as market as market segmentation. The market segmentation has 4 major basis.It is follows. Geographical segmentation Demographical segmentation Psychographic segmentation Behavioral segmentation

Havmor segments the market on all above basis. [A] Geographical segmentation Dividing a market in to different geographical units such as nations,status regional,countries,cities or neighborhoods. Havmor has segmented its market mostly in western region.Its market is segmented mostly in Gujarat.In Gujarat,it has good market shares. [B] Demographic segmentation Dividing market n to group based on demographical variable such as age,sex,family size,life style,income,occupation education race and nationality. Havmor has market segmentation based on demographical factor such as age.It has market mainly segmented for kinds,teenagers and middle use people.It launches special flavors for different age people. [C] Psychographics segmentation Dividing market in to group based on special on special class.Life style or personality characteristics. [D] Behavioral segmentation

Dividing market in to goup based on consumer knowledge,attitude,use or response to product. The company also segment its market based on the behavioral factors like accessions Havmore uses occasion segmentation for its products.It launches certain new flavors for festival like DHANTERASH,APRIL FOOL,NEW YEAR AND VALENTINE DAY. The ice-cream industries usully adopt geographical segmentation.But Havmor has given equal importance to all the segmentation and emperor of ice-cream HAVMOR

PRICING
First we known that is price?Price 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. Havmor Food Pvt.Ltd.Have two factors affecting to price decision. [A] Internal factor affecting to the pricing decision. Marketing mix strategy:Havmore has made own marketing mix strategy,price is only one of the marketing mix tools that a company uses to achieve its marketing objectives. Costs:Havmor 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 risks. Organization Consideration:Havmors management must deside who within the organization should set prices. [B] External factor affecting to the pricing decision. Pure Competition:A market in which buyers and seller trade in a uniform commodity no signal buyer or seller has much effect on the going market price. Monopoly Competition:A market in which many buyer and sellers trade over a range of pricing rate than a simple market prices. Competitor:Havmor Ice-cream has selecting price of the product economic factors are affecting in such as boom or recession.In flatirons and in terse rate affect both the producing a product and consumer perception of the product and

consumer perception of the products price and value. Pricing are dividing in two parts: (1) Targeting (2) Positioning Targeting:-

Market targeting is the process of evaluating each market segments attractiveness and selection one or more segments to enter.In evaluating different market segments a firm must look at two factors: [1] segment size and growth [2] segment structural attractiveness and company objectives and resources. A target market consists of a set of buyers who share common needs or characteristics that company decides to serve.Target market selection involves which and how many segments to serve. Undifferentiated Marketing is a market coverage strategy in which a firm decides to ignore market segment different and go after the whole market one offer. Different Marketing means the company decides to target several market segments and designs separate offers for each. In Concentrated Marketing a firm goes after a large share of one or a few sub market. For Havmor company kinds and youth are its target markets.Thus the company has concentrated marketing strategy. Positioning:-

Market position means arranging for a product to occupy a clear,distinctive,and desirable place relative to competition product in the remind of target consumers.Formulating comparative positioning for a product and detailes marketing mix. Positioning strategy include position product directly against a competitor or for different product classes or product attributes,benefits affected or usage association also a product can be position.Competitor advantages means an advantages over competitor gainer by offering consumers greater value,either through lower price or providing more benefits that justify higher prices.

The company providing different kinds of ice cream catering to the needs of different types of buyers.The company is competitor advantages or unique selling position is its exclusive seven parlors in Ahmedabad for easy accessibility.It also caters to marriages,parties etc.All kinds of flavors demanded as and when required. Advantages over competitor gained by offering consumer grater by offering value either through lower prices or by providing more benefits that justify higher prices. Positioning begins with actually differentiated along the line of Product Services Personnel Image

[A] Product differentiation. A company can differentiate its physical product.At one extreme some companies offer highly standardized,style,design,safety,consistency,and durability. [B] Service Differentiation. In addition to Differentiation its physical product,the firm also can Differentiate the services that accompany the product.some companies gain competitive advantages through speedy,convent,or careful delivery. [C] Personnel Differentiation companies can gain strong competitive advantages through hiring and training better people than their competitors do.Personnel Differentiation requires tht a company select its customer contract people carefully and train them well. [D] Image Differentiation even when competing offers look the same,buyers may perceive difference bases on company or brand images.Thus,companies work to establish images image that differentiates them from competors.

CHANNELS OF DISTRIBUTION
Distribution channels is a set of inter-dependent organization involved in the process of making a product or services available for use of consumption by the consumer or business uses. They should advertise in newspaper,such as Time of India & some local newspaper for recruitment.For job consolation,they use references of employees & data bank & application received. Distribution chart Preceptors Agent

Whole Seller

Retailer

Consumer

Whole selling;-

It means all activities involved in selling goods and services to those buying for resale or business use. Retailing:-

It means all activities involved in selling goods and service directly to final consumers for their personal non-business use.

Companys Distribution Channels. Company Distribution Distribution Restaurant and Parlors Dealers

Customer

PROMOTION MIX
In a promotion mix,three parts involved : Advertisement Sales promotion Public relation

Advertising means any paid form of non personal presentation and promotion of ideas goods or services by an identified sponsors. Any paid form of non personnel presentation and promotion of ideas,goods or services by an identified sponcer. Advertising can be defined as mas paid communication of goods,services or ideas by an identified sponsor.It is paid communication because the advertiser has to pay for the space or time media,such as newspapers,magazines,radio and television,cinema film,outdoor hoardings and poster,direct mail and transit (at card).

STRENGTHS OF ADVERTISING AS A PROMOTION TOOLS

Advertising is a major problem tool.It has the following basic plus points or strengths as a promotion tool. (1) It offers planned and controlled message. (2) It can contact and influence numerous people simultaneously,quickly and of a low cost per prospect.Hence it is called mass means of communication. (3) It can deliver the same message consistency in a variety of context. (4) It can deliver the prospects that can not be approached by salesman. (5) It helps to parcel goods and pull the buyer to retail. Advertising gives the adjustment of satisfies to give and improved result.It also stimulates the safe consumers thinking about the products continuously.There are elements that must beconsidered in developing a successful advertising campaign.

Objectives if advertisement
Introduction of new products. Introducing potential customary to buy. Reminding users. To create branel image. To intimate customers about new users of product. To Highlight brand characters. Dealer support. Trafficking the retail trade. Miscellaneous.

Advertising strategy:Advertising strategy consist of two major elements,

(1) creating Advertising (2) Selecting advertising media.

(1) Creating advertising messages

A large advertising budget does not guarantee a successfully advertising complain.Two advertising can spend same amount.On advertising yet have very different results.No,metter how big the if commercial gain attention and communication well.

(2) Advertising media

Specific media within each general type such as specific magazines,TV shows,Radio programs.

MAJOR MEDIA USED IN HAVMOR FOOD PVT.LTD.

Print Media: News paper :Gujarat Samachar Sandesh Times of India Indian Express. :Chitralekha Cine Star Abhiyan Gruh Shobha. :News week Indian Today Business Today.

Magazines

Trade journals

Outdoor Advertisement: Hoarding Slogans Other occasional or festival based add like kite.

Other Medias: Stickers Posters Wall printing Tattoos Containers Banners Mobile van with hoarding

As Havmor has more consumer products so there is more advertisements of their products compare to other products. Sales promotion:-

Advertising is backed by two other mass promotion tools i.e.sales promotion and public relations.

SALES PROMOTION
Sale promotion means short terms incentives to encourage purchase or sales of product or services Sales promotion consists of short-term incentives to encourage purchase or sales of a product services.Whereas advertising offers reasons to buy a product or services,sales promotion offers reason to buy now;they are used to convert desire into wants. Sales promotion includes a wide variety of promotion tools designed to simulate earlier or strong market response.It includes consumer promotions such as samples,coupons,rebates,price offs,premiums etc.the sales promotion of a product of the company may require many steps such as: Setting sales promotion objectives. Selecting sales promotion tools.

SALES PROMOTION TOOLS

(1).Consumer promotion tool includes samples,cash refund price on packing,premiums,advertising,specialties,patronage rewards,point of purchase,contests,games etc. (2).Trade promotion tool includes contests,premiums,displays,discounts,free goods,etc.to retailers and whole sellers. (3).Business promotion tool includes organizing conventions,trade show etc. The following are the steps foe developing the sales promotion programs: Size of incentive Conditions for participation How to promote and distribute the promotion program Length 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 switching.They should help to reinforce the products position by building long-term relationship with consumers.If properly designed,every sales promotion tool has the potential to build consumer relationship. Havmor Company runs discount schemer on Dhanteras,Birthday of Havmor,special Scheme is run each hear.Also the company runs anniversary scheme for stipulated time period. In summer the company runs shames that one who purpose worth Rs. 300 items from veroji,gets a coupons with which can enjoy discount flavors at near by he Havmor Parlor. Also during festivals the company runs several schemes.

Sales promotion

Consumer Promotion

Low Price

Value addition

Dhanteras scheme

Monthly basis

April fool,new year,Valentine day.

Chart showing sales Promotion of Havmors.

PUBLIC RELATION
Public relation means building good relations with the companys various publics by obtaining favorable,publicity,building up a good corporate image and handling off unfavorable,stries,and events. Public relations and another mass promotion tool,which undertakes building good relations with the companys various public by obtaining favorable publicity,building up a good corporate image,and handling or handling off unfavorable rumors,stories and events. Public relationship department may perform any or all of the following functions: Press relations and press agency creating and placing news worth information in the news media to attract attention a person,product or services. Product publicity-publicizing specific products. Public affairs-building and maintaining national or local community relations. Lobbying building and maintaining relations with legislators and government officials to influence legislations and regulations. Investor relations maintaining relationships with shareholders and others in the financial community. Development public relations with donor or members of non-profit organizations to gain financial or voluntary support.

The public relations department may take into consideration the following public relation decisions. Setting public relations objectives. Choosing public relations message and vehicle. Implementing the public relations plan. Evaluating public relations result.

Personal selling: Personal selling is the interpersonal arm of the production mix.Advertising consists of one way,non-personal communication with target consumer groups. In contrast personal selling involves two ways,persona;communication between sales people and individual customer whether face-to-face,by telephone,through videoconferences or by other name. Personal selling can be more effective then advertising in more complex selling situations.Sales people can probe customer customers to learn more about their problems;they can adjust the marketing offers to fit the special needs of each customer and can negotiate terms of sales.They can build long-term personal relationships with key decision makers. Public relation tools: Public relations professionals use several tools and one of the major tools is news.They find or create favorable news about the companys audits,products or peoples.Sometimes the public relations persons can suggest events or activities that would create news. SPEECHES can also create and gently increase product and company publicity.Company executives must answer questions form the media or give talks at trade associations or sales meeting and these events can either build or hurt the companys image. Onother common public relations tools is SPECIAL EVENTS,ranging from news,conference,press tours,grand openings and fireworks displays to laser show,hot air balloon releases,multimedia presentations and star-studded spectacular shows,or educations programs designed to reach and interest the target public. Board of Director

Marketing Research

Finance

Personnel

Publicity

Sales Promotions

Transportatios

MARKETING REACHERSES
Marketing reseach is a key to the evaluation of successful marketing strategies and evaluation of successful marketing strategies and programmer.It is an important tool to study buyers behavior.Charges in consumers life style and consumptions pattern brand loyally and also and forecast market changes.Research is also used to study competition and analyses the competitive products positional and how to gain competitive advantage.Recently marketing research is being used to help,create and enhance brand equity.This is a new and decidedly differently from the conventional one where it was used for us studying buyers behavior or for conducting feasibility studies etc.In fact because of this conventional role,marketing research until the mid 1980 was considered a luxury,which only,multinationals like unit-lever and proctor and Gambel and their like could afford.Howeever it is not so now.This is because competition in all sectors has increased manifold after 1985 especially after 1991 following liberalization and decontrol most firms today find that the government no more takes strategy decision for them rather the arena. Marketing research Process Developing the problem and research objectives Developing the information Collecting the information Analyzing the information Presenting the Research plan Implementing the research plan Interpreting and reporting the finding.

Marketing Research by Havmor Food Pvt.Ltd Marketing research leads to the development of new products in keeping with the needs,taste and demands of the consumer.Havmor food Pvt.Ltd.Has launched 125 different flavors of ice-cream,which is the result of the rearch. HAVMOR Ice Cream Company is dealing with more than 150 different varieties at ice creams & flavors. There is also a research and development department in unit in which research is going on.As a result company is introducing 3 new flavors in every 3 months.This is known to be an excellent achievement. Due to constant efforts of the management the quality of ice cream has improved to such an excellent that the packages can now be kept in refrigeration condition for a long period.Generally other brands of ice cream cannot be kept for more than 20 days.This could be achieved only because o proper hygienic conditions at workers premises as well as good hygiene and sanitation at the unit. In the technical side,old machinery was replaced and efforts were made so as to reduce the energy cost and frequent repairs of machinery.with innovation chnges in the system is minimum of Rs.50,000 per month has been saved onenergy just by readjusting the refrigeration system without affecting the quality of ice cream of the same time increasing the life and efficiency of the equipment. Most of repairs and maintenance work is being done by trained existing stall and only essential and specialized repairing jobs are done by outside agencies.

TRANSPOTATION

A chief function on physical distribution is to take good from the place where they are to be consumer.This is rejected to as place utility transportation performed this efficient function of marketing. To use economic technology transportation contributes place utility to goods helping effecting position utility and aid manufacturing processing increasing from utility. Havmor industries has help separate vehicle for transportation of the product those vehicle are not he ordinary but they are of two types. (1) Refrigerated vans (2) Cooling vans Refrigerator vans were used to transport the products to different states and cooling vans were used for transportation locally.

COMPETITION
Through Havmor is very famous all over Gujarat and now even in soe of the states it has equally through compitititors. The competitors are Amul and Vadilal. Amul and Vadilal both are well known company .They are spread through out the country and also they have good gripe in market of Gujarat. In this situation it is very hard for Havmor to stand in market and increases their production.

OTHER MARKETING INFORMATION

The total sales of the unit are 18.5 to 20 corers. As it is known that,Havmor operates just in Gujarat it is a great achievement. There are 100 varieties in Havmor Foods. Every three months,Havmor Foods launch 3 new products.And if the demand for the same increases,then it is kept or else is stopped and other items are launched. The launch of this summer was ice cream Burger and Megic Cone.Magic cone was a super hit and penetrated deep in the market.As it was just Rs.5 it was affordable as well as of best qualities basically.The cones range from 15 to 25 Rs and this new launch suddenly broke the market of competitors to be a super bumper hit. A part from having just different varieties if ice cream,Havmor has its own parlors and restaurants in Ahmedabad and Baroda. Many fast foods along with ice cream are served here.This formula is also a super hit and has fascinated many Ahmedabads. In slack season or in winter the production is cut down,while in summer the production & distribution is in full swing or peak. Havmor was the first unit to introduce the tear open products in India. There is a constant renovation in the packaging department.New and attractive packages are introduced when needed. Of the total sales 9 % is taken for advertisement.

STRENGTH
Havmor is very strong in term of market share and brand awareness in Gujarat. It has a secondary business i.e.fast which has high potential to grown in future. Production unit is nearness city area so company able to cut down cost of C&F agent,distribution etc.and operation through tts own operation through its own vehicle in whole market.

Weakness

Achievement

Problem faced by the company

Future plan

Conclusion