VADILAL From a small outlet in Ahmedabad over 80

years back, Vadilal Industries Ltd has today emerged as India’s second largest ice cream player. The company is also one of the largest processed food players in India with significant exports of frozen vegetables and ready to eat snacks, curries and breads.

Vadilal’s aim is to become an Indian MNC in Icecreams and frozen foods and to provide products and services at an affordable price without compromising on quality.

vadilal Industries has two ice cream production facilities – one at Pundhra in Gandhinagar district, Gujarat and the other one at Bareilly in Uttar Pradesh. It has a very strong distribution network of 50,000 retailers

Vadilal entered the processed foods industry to optimiseutilisation of its extensive cold chain network in the 1990s. It currently caters to the domestic and export markets with products such as frozen vegetables and ready to eat snacks, curries and breads. This business is poised for strong growth in the coming years owing to greater urbanisation within India and increasing demand for Indian food amongst developed regions like the USA and western Europe.

The company’s national ice cream market share would have been even higher but for the fact that it does not operate in

major consuming regions like Maharashtra and the four southern states as these are covered by another faction of the Vadilal family

MAKETING MIX The term "marketing mix" was coined in 1953 by Neil Borden in

his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix (price, product, distribution, promotion) forms the entire promotional campaign. Marketing decisions generally fall into the following four controllable categories:

Product Price Place (distribution) Promotion

PRODUCT

PRODUCT Product is the physical thing or the service

that one is selling e.g a book as well nursing could be called as products. Product is perhaps the most important “P” of marketing. If the product is not of the right standard and quality it will not succeed no matter how good the other P’s of marketing are.

Vadilal offers the widest range of ice creams and frozen desserts (above 250 Stock Keeping units) in the country in packs including cups, party packs, family bricks, dollies, cones and candies. Something for all taste, preference and budgets. To meet with the consumer demand on regular basis, Vadilal introduces new flavours for different segments of customers throughout the year. People eagerly await Vadilal’s new introductions. Creativity is at forefront in all the activities.

Today Vadilal group is in diverse businesses like Processed Foods, Chemicals and Specialty Gases, Forex Advisory Services apart from its core business Ice creams.

Vadilal Ice-creams come in a wide variety of flavors, with additives such as chocolate flakes or chips, nuts, fruit, and even small candies/sweets. Some of the most trendy ice cream flavors of Vadilal in markets are vanilla, chocolate, strawberry, and butter scotch. Many people like ice cream sundaes of our Happinezz Parlor, which regularly have ice cream, hot fudge, nuts, whipped cream, cherries and other toppings of their choice.

PRODUCTSAVAILABLE

CUPS 1 Vanilla 2 Chocolate chips 3 Kaju Draksh 4Butter scotch 5 Real kesar pista 6 Ripe strawberry 7 Rajbhog 8 Super vanilla 9 Kool gulab

CANDIES

1Jaljira juicy 2 Mango juicy 3 Orange juicy 4 Kalakhatta juicy 5 Tiranga ice candy 6 Kachi kery juicy 7 Black currant juicy

KULFI’S

1 Matka Kulfi 2 Mango Kulfi

3 Mava Kulfi4 Pista Kulfi5 Malai Masti Kulfi

6 Rajwadi Badam Kulfi7 Rajwadi Pista Kulfi 

CONES 1 Vadilal treat cone 2 Volcano chocolate

cone 3 Cone no.1 4 Mango treat cone 5 Big treat royal butter 6 Chasmeshahi Cone 7 Prime Kesar Pista

Cone 8 Chocolate Drip Cone 9 Yummy B.Scotch Cone 10 Pineapple Delight

Cone

NOVELTIES 1 Chocolate obsession 2 Slice cassatta 3 Choco sundae 4 Easy sundae 5 Dry Fruit Katri Roll Cut

PARTY PACKS AND BULK PACKS are also available.

PRICE Price means the amount of money one pays

to acquire the possession of the product, Price is a very important factor in marketing.

It should be according to the other P’s. Imagine an expensive looking perfume is priced less it’s a known fact that not many would prefer buying it since its quality wouldn’t be of good standard.

Vadilal provides products at an affordable price and are also priced less and they cater to the requirements of everyone since it is not as costly as its competitors products are.

1)Policy on pricing relative to costsVadilal follows Full cost/cost pluspricing, for the

states where their manufacturing plants are situated. Under this no sale is made at a price lower than that covering total costs including the variable costs and allocated fixed cost.

2)Geographical Pricing: Vadilal charges extra penny asGeographical

Pricingfrom the stateswhere the manufacturing plants are not located. Here, the margin of C & F agent is added to the MRP of the Ice Cream. Also the distribution cost is higher for such states so these states have to pay some what higher charges for the Vadilal Ice cream.

Price schemes for customers: 1)One scheme, which Vadilal is running for

the entire year, is offering‘ComboPack’. Combo pack is the package of two Party Packs.Customers is getting two party packs by paying price for just one party pack. One party pack is absolutely free. Vadilal get tremendous response of this scheme and that is why they have decided to run this scheme for the entire year. Under this scheme sometimes Vadilaloffers two different flavors at price of one

 

PurchaseIce cream

Free Ice cream Price (Rs)

VanillaVanilla 70

Kaju-Draksh* Kaju-Draksh* 100Butter scotch* Butter scotch* 100Fresh Strawberry* Fresh Strawberry* 100Fresh Litchee* Fresh Litchee* 100Black Current Strawberry* 100Fresh Sitafal Real Vanilla* 100Swiss Cake Chocolate sundae* 100Khandala Special Mango

Ripple*100

Fresh Orange Fresh Mosambi* 100Fresh Mango* Fresh Mango* 100Fresh pineapple* Fresh pineapple* 100

PLACE

Another element of Marketing Mix is Place. Place is also known as channel,distribution or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/service provider to the user or consumer.

Vadilal is located in Navangapura, Ahmedabad G Vadilal entered the Horticulture Processing Industry in May 1991.The best way to ensure total quality is to exercise total control right from the raw material stage onwards. That’s exactly what Vadilal does. Selected fruits and vegetables are grown under the company’s guidance in SouthGujarat – the important ‘Fruit Bowl’ of India. It is in close proximity to theAlphanso Mango region. This is where the manufacturing plant is situated. This plant at Dharampur is a modern unit with a well-equipped laboratoryfor product development and microbiological testing. Keeping in view the tremendous export potential for the processed foodsVadilal has set up manufacturing unit having an installed capacity of 5,400tons per annum.Vadilal is a registered Indian supplier to international mega brands. The products are exported to Europe, USA, Middle & Far East andSouth East Asia. Vadilal is the leading producers and exporters of mango pulp in the country.

Gujarat and it plant is located at Pundhra .

Vadilal introduced exclusive ice cream parlours under the name “HappinezzParlours” to meet the expectations of the valued customers.Happinezz provides cozy, nice and cool ambience where one can enjoyworld-class ice creams, ice cream sundaes, shakes and other various icecream concoctions to the heart’s content. PresentlyVadilal has 23 such parlours in India and it expects to increase itsnumber very soon. To open a HappinezzParlour following requirements have to be met.

 

PROMOTION

Promotion mean enhancing the sales of the products by either advertising which is above the line promotionor acts like lucky draws, loyalty cards and discounts atc, which are called below the line promotion. Advertising could be classified into informative advertising and persuasive advertising. Informative advertising contains things like the price and features while persuasive advertising often tends to show the lifestyle a product represents

Brand Promotion:Basically, they are very well known brand in every nook & corner of the country with a strong brand image and high brand recall.

They generally promote their brand through various ways like, Advertisement, Sponsoring Events, and by providing Publicity material (Glow signs, Danglers, Posters, Banners etc.) at their Retail Outlets. They basically look forward to print media as main stay to promote their brand & for the advertisement of our products as well as schemes / offers, as well as TV commercial to cover maximum consumers. They give advertisement in leading National (Hindustan Times, Times of India etc.) as well as popular Vernacular Dailies (like, Gujarat Samachar, Divya Bhaskar & Sandesh in Gujarat, Rajasthan Patrika & Dainik Bhaskar in Rajasthan, Dainik Jagran & Amar Ujala in U.P. & Uttranchal, etc.) and done TVC in leading TV channels like Star Plus, Star News, Cartoon Network, Nick, UTV and Hungama etc,.

At present they do not have any celebrity connected with their Ad Campaigns. However, they take Models for their Product & Brand Promotion.

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