SEMINAR ON

STRATEGIES OF
ICECREAM COMPANIES

SUBMITTED TO: SUBMITTED BY:

DR. RAJEEV KANSAL ISHA BANSAL(296)
PALLAVI AGARWAL(299)
MFC-I
MOTHER DAIRY
Mother Dairy – Delhi was set up in 1974 under
the Operation Flood Programme. It is now a
wholly owned company of the National Dairy
Development board (NDDB).

Mother Dairy markets & sells dairy products

under the Mother Dairy brand (like Liquid Milk,
Dahi, Ice creams, Cheese and Butter), Dhara
range of edible oils and the Safal range of fresh
fruits & vegetables, frozen vegetables and fruit
juices at a national level through its sales and
distribution networks for marketing food items .
VISION
Nourishing people’s lives everywhere
everyday.
MISSION
Mother Dairy seeks to serve consumers and
enthusiasts by exceeding minimum acceptable quality
standards and by providing the highest quality
product at the lowest possible price. Our
commitment to our customers with in the country will
be reflected through honest and responsible
business.
SWOT ANALYSIS
•Adequate availability of raw
materials
•High consumer retention rate
•Price, a competitive
advantage
•Natural product
•Participation with a growing
industry.
•Wellness awareness amongst
consumers
•Commonwealth Delhi 2010
•Success of incredible India
campaign
•Seasonal availability of fruits
•Brand acknowledgement
•Limited financial resources
•Late entry into the market
•Cut throat competition
•Unstable government policies
•Global warming
• Scarcity of raw material
MARKETING STRATEGY
According to the Securities Exchange
Commission (SEC) annual report, MOTHER
DAIRY uses natural ingredients, high product
quality, periodic introduction of new flavors,
focus on grass-roots community involvement
and the “down home” local image are essential
elements of the company’s marketing strategy.
In addition, the company is well known for it’s
creative television advertising and public
relations campaigns.
CORPORATE STRATEGY
In 1992, MOTHER DAIRY became the first
publicly held company to adopt the CERES
(Coalition for Environmentally Responsible
Economies) . CERES is a non-profit coalition
of interest groups working in partnership
with companies towards the goal of corporate
environmental responsibility worldwide. This
involvement with CERES is evidence of the
company’s dedication to protecting the
environment and insurance that consideration
is made to the environment when managing
and operating its business.
BEN AND JERRY
Ben & Jerry's Homemade, Inc., the Vermont-
based manufacturer of super-premium ice
cream was founded in 1978 in a renovated gas
station in Burlington, Vermont, by childhood
friends Ben Cohen and Jerry Greenfield with a
modest $12,000 investment. The company is now
a leading ice cream manufacturing company
known worldwide for its innovative flavors and
all-natural ingredients made from fresh
Vermont milk and cream (www.benjerry.com).
VISION….
“To be capable to deliver the range and
quality of ICE CREAM which the
customer demands, which can only be
fulfilled by the modern technology
which will have the scale and worldwide
presence to do so competitively”
 
CORPORATE STRATEGY

The general corporate strategy can be characterized as

a focused or market strategy based primarily on product
differentiation and quality production. Although focused
differentiation strategies target a narrow buyer
segment, this strategy helps Ben & Jerry’s gain a strong
competitive advantage as it can offer consumers
something they perceive is appealingly different from
rival competitors—innovative super-premium ice cream
flavors that taste better and consist of all natural, high
quality ingredients.
 PRODUCT DIFFERENTIATION

One means of gaining a competitive advantage is through

the use of a differentiation strategy to provide a better
product that buyers believe is worth the premium price
(Thompson and Strickland, 1998). Since higher quality ice
cream generally costs more than the economy and regular
types of ice cream, Ben and Jerry’s has incorporated
product differentiation in its general corporate strategy
in order to command a higher price.
KWALITY WALLS
Kwality Wall’s was launched in 1995 as Hindustan
Unilever Ltd ‘s. master brand for ice creams.
With in-depth knowledge of the Indian market
and Unilever’s state-of-the-art technology,
Kwality Wall’s has been delivering superior
quality products under its international brands.
Hindustan Unilever started by merging 6
existing ice cream brands in the country and
then launched Kwality Wall’s range of ice creams
and frozen desserts.
VISION….
The KWALITY company is dedicated to the notion that
people need to eat healthy, better tasting foods. And, by
making our ice cream ,KWALITY uses only the freshest and
delicious milk.
MISION
Our Mission is to add vitality to life.We meet
everyday needs to nutrition, hygiene and personal
care that help people feel good, look good and get
more out of life!
SMALL SCALE GROWTH AND
FRANCHISING STRATEGY
The mission of the company (to achieve profitability, increase
value to shareholders and create career opportunities) is
implemented through KWALITY WALLS strategy for small-scale
business growth. IT has maximized profitability by initially
starting small and slowly building an ice-cream business over time
.Ultimately, the success at the small-scale required the company
to shift its corporate strategy toward the establishment of
several franchised “scoop shops” throughout the nation. As of
2008, there were approximately 598 scoop shops in INDIA.
BRAND LOYALTY
Developing brand loyalty is another strategic move
to strengthen competitive advantage. KWALITY
WALLS has made substantial efforts to gain a
favorable reputation and image with buyers through
its frequent promotional campaigns (i.e., Free Cone
Day), donations to social causes , and the use of eco-
friendly products, This strategy has proven
successful; regarding buyer perception of corporate
reputability ranked KWALITY WALLS first in the
“social responsibility” category (SEC Report, 1999).
PRICING STRATEGY
Our pricing strategy is to introduce the new
products in the market at lower prices so as
to create the huge demand in the market and
to compete with other competitors.As we
come up in the demand, we will increase our
prices and will provide more efficient
,affordable and tastier ice creams!
COST CUTTING STRATEGY
Kwality walls eliminated several stock keeping
units, rationalised manufacturing
infrastucture and brought its focus down to
six mainline cities only, where 60% of the
icecream market exists.
INTRODUCTION
Amul (Anand Milk Union Limited), formed in 1946, is
a dairy cooperative movement in India. It is a brand
name managed by an apex cooperative organisation,
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by some 2.6
million milk producers in Gujarat, India. AMUL is
based in Anand, Gujarat and has been a sterling
example of a co-operative organization's success in
the long term. The brand name Amul, sourced from
the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand.
VISION & MISSION
 VISION
To be amongst the leading distributors for consumer milk
products and to continuously forward integrate our
distribution model and thus keep the leading edge in
distribution.
 MISSION
To build Sustainable Competitive Advantages and Unique
Selling Proposition for our customers.
To create business leverage and thus provide competitive
prices to our customers consistently without compromising on
service quality.
 PRODUCT POSITIONING
STRATEGY
Placing a product in that part of the market where
it will receive a favorable reception compared to
competing products.
India’s First Pro-Biotic Wellness Ice cream &

Sugar Free Delights For Diabetics.

Low Priced Amul Ice Creams made Kwality Walls

life hell.
PRODUCT DESIGN
STRATEGY
“Whether to offer standard or customized
products.”
 Amul has offered a mix of both standard

and customized products.

 Use of Utterly-Butterly Girl:

 Using since 1967.

 Entered in the Guinness Book Of World Records
for being the longest running campaign ever.
UMBRELLA BRAND STRATEGY
The network follows an umbrella branding
strategy. Amul is the common brand for most
product categories produced by various
unions: liquid milk, milk powders, butter,
ghee, cheese, cocoa products, sweets, ice-
cream and condensed milk. By insisting on an
umbrella brand, GCMMF not only skillfully
avoided inter-union conflicts but also created
an opportunity for the union members to
cooperate in developing products.
INTRODUCTION
Verka milk plant was setup by the Punjab
state cooperative milk producers fedreation
ltd. popularly known as Milkfed which is
financed by Punjab Government & National
Dairy Development Board (NDDB) . It was
formed with a view to integerate the
production of milk and its
procurement,processing and marketing in
Punjab.
VISION AND MISSION
 VISION
Our core purpose is "Working together to
create brands people love“.
 MISSION
The core purpose captures the spirit of what
we are trying to achieve as a business.We
collaborate and work as teams to convert
products into brands.
PRICING STRATEGY
Price is an important element of marketing
strategy.In rural areas,the role of price
becomes more significant because of low
purchasing power of rural masses.They
consider this factor while pricing the
product.Packaging cost of the product is kept
as low as possible.
 POSITIONG STRATEGY
After analysing the preferences of the rural
consumers it position its product in an
appropriate way.It is done on the sense of
belongingnes and quality leadership.After
studying the rural habits,tastes and life
style,it came up with a proper strategy to
position the milk products in rural areas.
PROMOTION STRATEGY
The rural areas hardly have any agents,dealers or
stockists.Verka has an advantage over the private
enterprises because of their daily milk collection
network of village level societies and the secretary
of the society becomes a good medium to route the
products to the ultimate consumer.Therefore,it
gives secretary a retailer’s margin so that he gets
motivated to sell the products.It uses credit
facilities to boost the sales.
SWOT ANALYSIS
STRENGTHS WEAKNESSES
 Brand royalty among  Lack of proper
the rural people. advertisements by the
 Good image of Verka plant,such as
products. posters,glow signs etc.
 Rural people satisfy  Lack of proper
with distribution system
quality,price,quantity  Lack of proper
etc. marketing network.
 Contd..

OPPORTUNITIES THREATS
 Proper utilisation of  Introduction of

available resources to foreign products in

decrease the per unit Indian market.
cost.  Poor quality of milk.
 By product utilisation

for import substitution.

 Growing demand for milk

and milk products.

 INTRODUCTION
Nestle India is a subsidiary of Nestle
S.A.,world’s biggest food company and a leading
Swiss giant. Its business can be broadly
classified into fou categories –milk products and
nutritions,prepared dishes and cooking
aids,beverages and chocolates and
confectionaries.The company is focused on
growing its market share through renovation
and innovation of its existing brand in India.
VISION AND MISSION
 VISION
Nestle’s aim is to meet the various needs of the
consumer every day by marketing and selling
food of a consistently high quality.
 MISSION
At Nestlé, we believe that research can help us
make better food so that people live a better
life.  We strive to bring consumers foods that
are safe, of high quality and provide optimal
nutrition to meet physiological needs.
THREE PRO-LONGED
STRATEGY
Beside focusing on competitive pricing ,it has
adopted a three prolonged strategy of
freshness (lower pipeline stock), availability
(improve distribution network) and visibility
(more shelf space at modern trade).
VALUE MARKETING
STRATEGY
Providing a product that works as claimed, is accompanied
by decent service, and is delivered on time.
Commitment to quality.

Value for money

Fostering Of Loyalty
vikas pawaiya