Acknowledgement

Through this acknowledgement, I express my sincere gratitude towards all

those people who have helped me in the preparation of this project which has
been a learning experience.

I appreciate the co operating extended by the management and staff of

“HAVMOR ICE-CREAM LTD.” For having given me the opportunity to visit their
unit. I would thank the director D.M.Sikh sir of shri chimanbhai patel institute of
business administration for providing me this opportunity to prepare this
marketing report. I am very thankful to Prof.In charge Swatimam, who provided
me guidance in preparing this report during the year.

I also thankful to my parents for giving me chance to study in the field of

management & constantly encourage me to finish this report.

-Chintan Desai.
 Preface
During the last few decades company management played a remarkable
and miraculous role for advancement and expansion of industrial development.
Business administration is now emerging as an instrument as both the financial as
well as distributive selection of man power resources. For learning all this I have
joined B.B.A.

According to the second year B.B.A program we have a focus on a particular

function of a company like production, marketing or H.R etc…So, we visited
“HAVMOR FOOD PVT.LTD.”. The visit to havmor was very useful in the sense that
it had developed our skills in analysing, observation and interpreting market
functions.
 Index
Contents Page no.

1 INTRODUCTION OF THE COMPANY

2 COMPANY PROFILE
a. COMPANY PROFILE
b. MISSION AND VISION
c. SPECIAL ACHIEVEMENT
d. LOCATION ADVANTAGE
3 PRODUCTION FUNCTION

4 PERSONNEL DEPARTMENT

5 FUNCTIONAL DEPARTMENT
a. EMPLOYEE BENEFITS & FACILITIES
b. TRAINING & DEVELOPMENT
c. SECTION OF THE UNIT
6 MARKETING MANAGEMENT
a. INTRODUCTION OF MARKETING
b. MARKETING DEPARTMENT OF HAVMOR
c. ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT.
 MARKETING DETAIL
 MARKETING MIX
 PRODUCT
 PRICING POLICY
 DISTRIBUTION
 PRODUCT MIX
7 OTHER MARKETING INFORMATION

8 FUTURE PLANS

9 CONCLUSION

10 BIBLIOGRAPHY
 Introduction of the company

Small beginning big vision great ambition 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 MR.SATISH CHONA had
joined the exodus into India, with virtually no movable assets. Searching for a new
fort, he tried out Dehradun and Indore and finally, settled down in Ahmadabad.

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 Ahmadabad railway station. Churning out the ice-cream manually.

He called this fledgling brand”HAVMOR”-a neologism for “HAVE” “MORE” –

Which meant for money, and more taste to relish his ice-cream.

Perhaps he didn’t know it then, but he had laid the foundation for one of
western India’s most enduring markets legends, and good quality like good
character, wins over the situation sooner or later.

Today, Havmore ice-cream is a delicious facet of western India’s daily life

and part of its market. It reaches hundreds of thousands of consumer through 50
main outlets and 12000 plus dealer.

Pradeep chona,son of late shri satish chona,today heads the HAVEMORE

conglomerate,he has continued his father’s quality absession and streak of
innovation to his father’s motto ‘achhae,sachhaie,safal’.He added a suffix-“Navu
su chhe?”.
 Now that is quit simple but a powerful reason for taste innovation.In
fact,which is not even a corporation axion.It is the question regular havmore
customers at frequent intervals.because they expact havmore to keep pleasing
their palates in new ways always.

It was not a case of “Brand Relocation” or anything else as fanciful.He had

to start the venture form He had to begin from a Hand-chart at the ahmedabad
railway station,churning out the ice-cream.

Pradeep chona set off a series of changes at Havmore in technlogy,in

quality and hygine standerds in management,in HRD and in the overall corporate
environmental.This re-engeering was complemented by capacity expanssion and
a fiurry of promotional activities to maintain the company’s market presence
inpact of competitive times.
 COMPANY PROFILE

Company profile:

a) Brand name : Havmore Foods

b) Types of organisation : Pvt. Limited company
c) Establishment year : 17th octomber,1944
d) Managing director : MR.Pradeep chona
e) Office address : Havmore foods pvt.ltd,

Relief road,Ahmedabad.

f) Factory address : Havmore foods pvt.ltd,

Modern Industrial estate,

Naroda Road,Ahmedabad.

g) Havmore Enterprise : Vijay Cross Road,

Navrangpura,Ahmedabad.
 MISSION & VISION

“Quality must always precede Quality”

 To provides maximum satisfaction and welfare to employees.

 To Increase market share regionally and nationally.
 To provides good quality product to the society.
 Main and basic objectives of enterprise are to earn profit by fulfilling social
objectives.
 After earning to make the brand name of the company
 To provides good quality product at resonable rate.
 To improve production efficiency & capacity.

“Goodness,Truthfulness,Cleanliness”
“Good,Thruthful,clean”Enterprising ethos”
Spacial Achievements

 Havmore foods pvt.Ltd has got certificate for highest sales during a year.
 A havmore food pvt.ltd has got highest number of flavours in the ice-cream
market is also achievement.
 Havmore foods pvt limited has introduced traditional indian sets like gulab
jamun products description of ice-cream is one of the major achievement in
it.
 Havmore got times of india awards for its best quality of the ice-cream they
got this award at 8th april,2008.
 Havmore ice-cream ltd has got PED certificate for highest selling during on
a year.
 Havmore Ice-cream ltd. has also introduced fast food based frozen dessert
under the range of Ice-cream.
 Havmore ice-cream ltd.has introduced sugar froo frozen dessert under the
product description of “TRIM” for diabetes andcaloric concious custom
Havmore icecream ltd. has got high light numbers flavours in the ice-cream
market is also an achievement.
 They got ISO certificate of manufacturing facilities copy of certificate is
given below.
ISO 9001:2000 certificate manufacturing facilities.
 Location advantages

 The company gets raw material easily so they choose the location.
 They get more labours in less payment.
 The transportation charges are also less because highway is near to the
company.
 Because of this benefits there cost of production derease so they have
selected this location.
 PRODUCTION FUNCTION

“Production is the process of conversion of raw material into finished goods

with the use of different resources.” And the production process is the
combination of certain steps to obtain the final products.

Main processes are under taken in creaming before the milk & milk proucts
reach the hands of the final consumer because of the processins the life
epectancy of these perishable items increases & they may be perceived and
retained for a longer period with any detenioration in the quality.
 Production process

The vrious processes under gone by the dairies are as follows:

Pasteurization:

The word “Pasteurization” has been named of the eminent french scientist
‘Louis pasture’ who studied that heating of liquid to a high temprature
considerably,improves their keeping qaualities. This process is widely employed in
almost all the dairy operation in generally milk & milk products to temprature
which destroys almost alll the micro organisation pressent and that to without
significantly affection the properties of these products.

The milk is warmed nicely and from it milk cream is produced because milk
is refined & tested nicely from the dairy only no needed to be tasted it.Making
cream add needed dry fruts & Sugar,stabilizers & chemicals in it. Sugar is mixed in
milk while warming cleaning of dry fruits & cutting is done by over machine very
nicely.

They make different varieties of ice-cream by differenty process.They pack

them nicely & store in cold staorage at 25 to 38 celcious.

Special features:

Mode from continues ice-cream making machine marketing India, since 4

decades.

Product specification

Meets Ag-mark standerds(MAS)

PERSONNEL DEPARTMENT
Functional department

Employee benefits & Facilities

The employees here are taken good care. They are paid well and on the
other hand many other benefits are also given.

On special all family are invited to the factory.A part from these the
workers are occasionally taken to picnics or movie show. This helps them in
getting motivation.

Some special progarmmed such as meeting at quality circles are also done
to know the hidden qualities of the employees and they are motivated special
skills identification programmed are also helped for this purpose and prizes are
also given.

The actual selection process starts with retention of the employee and then
he is promoted and at last he is retied.

Seperation can be done in 3 ways.

1)Resignation

2)Retirement

3)Termination

The advertisment for personnel are given in news paper or to consultatinn

or are references.

The salary I given by 3 ways either by government act or by the length of

work by performance.
Training & development

Different types of training and development schemes are taken for the
executives of Havmore Ice-cream.

Training is given to the lower or bottom level management while

development programmes are meant for the top level management.

The employees here are provided with uniform,cap,mask,and gloves

employee safety is taken at most cases.

There is a suggestion her in which the suggestion of employees are taken in

to account.Not only that but if the suggestion are worth while they are rewarded
with prizes such as I told sona,bicycle or other gifts 25% discount is given to
worker at all Havmore prosucts.The problems of employees are heard and steps
or measures are taken at grass root level.
Section of the unit

There are several selection in this unit.In the sections one steps about the
procedure of the product can be seen.The details about the section are as follows.

1)Maintenance unit

2)Manufacturing unit

3)Raw material unit

4)Cold storage

5)ETP Plant

6)Laboratory

7)Dispatch unit

8)Computer lab.

9)Packaging unit.

The brief information about these entire unit5s as follows:

1) Maintenance unit
This is the main unit of the company. The heavy machines are installed
here.Here the unit has 3 compressors which helps in cooling the ice-cream.There
is a generator also because incase of power failure it has to be switched on to
keep the products fresh & cold this unit also contains 2 boilers.
2) Manufaturing unit

In this plant all the required raw material are mixed and than it is
processed. The raw material go further through many transformation before it
becomes the final product.The actual process of making ice-cream are
manufacturing they are sent the cold storage.

3) Raw material unit

In this unit all the raw material such as milk powder dry fruits like
kaju,drakes,nuts etc. are through inspected and checked and roasted in oven
before sending it for flavoring or ensconcing.

4) Cold storage

The prepared ice-cream comes to the cold storage throughly a tunnel

pipe.The whole process is automatic.The tempraure in cold storage is between
-25C’ to -27C’ Ice-cream is taken out if this as per the ordered.

5) ETP plant

ETP means effective treatment plnt.Here all the waste water is treated
throughly and disposed off.The government policy that the chemical water
should be properly checked before disposing.

6) Laboratory

The laboratory of Havmore takes care of the higing of the products is

cheked and verified over here before beging launched. At most cae is taken on
the aspect of quality.
 7) Dispatch unit

Havmore has a wonderful distribution channel.The dispatch section is in

charge of it.Havmore has its own vehicles as well as rented vehilces for
dispatch of the ice-cream.The vans ar fully insulated.

8) Computer laboratory

This section the account of the unit is prepared.A pare from accounts order
are also taken here and delivery is done in accordance to it.

9) Packaging unit

In the section the packaging of the products are done the manufacturing
date and bestbefore information are table over here.Besides it is the store-
room where the packets are stored and used when necessary.

Thus,it can be said that though is a small unit and only works locally.It has a
sound plant layout and thus it can be bobserved that there is no compromise in
the matters of quality.
 Marketing management
Introduction of marketing
Marketing conceps holds that to achieving organisatonal goal consist of
being more effective towards the compaction.The organisation main object I that
“To satisfy the consumer need.”In the integrating marketing activities
determination & satisfying the need & wants of target market.It includes find
wants and full them partner for profit ‘Wave it you have’
Marketing is the description of physical activities involved in the process of
distribution of goods.It is sum of all business activities dealing with the movement
of goods & services from producer ultimate user.
Market is always attracting the customer in 4 ways.
A] Love the customer not the product.
B]You are the boss.
C]Putting people first.
D]Meeting needs profitability.
MARKETING DEPARTMENT OF HAVMORE
Marketing occupies an important position in the organisation of a business
unit.Marketing is the function of the business concerned with the creation of
consumer marketing is a description of physical activities involved in the process
of distribution of goods.
Marketing means total system of interpreeting business activities designed
to plan price promote & distribute wants satisfying marketing only selling &
Advertising It seems that we can’t escape eleath taxes or selling.Marketing is the
one way which is analysed the market by the marketer or descript by the
marketer.

What philosophy should guide a company marketing efforts? What relative

weight should be given to the interest of the organisation the customers society?
Very often these interest conflict.The competing concepts under which
organisation have conducted marketing activities includes.

1} The Production concept.

2} The product concept.
3} The selling concept.
4} The marketing concept.
5} The holistic concept.
1}The production concept.
The production concept is one of the oldest concept in business.It holds
that consumer will prefer products that are widely available &
inexpensive.Managers of production oriented business concentrate on achieving
high production efficiency low cost & mass production.

2} The product concept.

The product concept holds that consumer will favor those products that
offer the most quality performance or innovations features managers in these
organisation focus on making superior products & improving them over times
how ever these managers are sometimes caught up in a love affair with their
products.
3} The selling concept.
The selling concept holds that the consumer & business. If left alone will
ordinally not busy enough of the organisation products.The organisation must
therefore under taken an aggressive selling & promotion efforts.

4} The Marketing concept.

The marketing concept emmerged in the mind of products centered “make
& sell” philosophy business shifted to customers centred “sense & responds” The
job isn’t find the right customers for your products but the right products for your
customers.
5} The Holistic concept.
A whole set of forsess that appeared in the last decade call for new
marketing & business practices.Companies have new capabilities that can
transform the way they have been doing marketing companies needed fresh
thinking about how to operate complete in a new marketing environment.

Havmore has been successfully doing this marketing scenerio now the last
56 years.Thought it is a locally brand,it has sucessfully doing marketing and
marketing profit in spite of the presence of powerful & strong competitors like
Amul,Vadilal,kwality walls,and other MNC’s.The only goal of thius unit is to
provided the best products at reasonable rate and this is high lighted by their
policy of achai,safai and sachai.

Through Havmore is not a large scale unit.It has beensuccessful in leaving

an image of the superb marketing they do.
Organisation structure of Marketing department.
Marketing Detail
Research
Marketing manager often commision formal maketing studies problems and
opportunities they may request to market survey ,a product preference test,a
sales forecaste by region or an advertising evalution it is the job of the marketing
resercher to produce insight into the consumers attitudes and buying behaviour.

We define marketing research as the systematic design,collection analysis

and reporting of data and finding relevant to a specific marketing situation facing
the company.

THE MARKETING RESEARCH PROCESS

Define the problem and research objective

Develop the research plan

Collect the information

Analyze the information

Present findings

Make the decision

 DEMAND FOREASTING

Forecasting of demand is a very important task in marketing the unit has to

is very necessary different techniques and so has our “HAVMOR” As the Havmor is
not a large scale company.It does it demand measurement easily and cheaply.

The main sources of measuring the demand are past sales different seasons
and measures demand.The other techniques used by Havmor are expected
growth kind of input.i.e.sales promotion production and last but not the least
through in built data.Every thing is done in the unit.Declares are not approached.
The chart showing demand forecasting of Havmore

Demand forecasting

Past sales

Expected growth

Sales promotion

Production

Inbuilt exercise

Inbuilt data
SEGMENTATION
Marketing segmentation mean different need characterestic or
behaviours.The separate product or marketing segmentation plan as important
role in marketing specific product buyers differs in their want,resources &
locations.The market has to considerthe consumer needs from social economical
psychological & cultural viewpoint to sell his product in the market are segmented
on the following basic.
1) Geographical segmentation
2) Demographical segmentation
3) Psychological segmentation
4) Behavioural segmentation

1) Geographical segmentation

This segmentation is based on different geographical units like

nations,states,region,countries,cities etc.Havmor manufacturing different types &
flavoured of geographical area.It has good marketshare.

2) Demographical segmentation

Havmor had market segmented based on demographical factor such as

age.It has market mainly age people.It lanches special flavours for different age
group.

3) Psychological segmentation
 Psychological is the science of using psychological & demographics to better
understand consumer one of the most populer commercially available
classification system based on psychology measurement.This segment is based on
response to a questionnary features.

4) Behavoural segmentation

The company also segmentation market based on the behavioural factor

facts like occasions.Havmor for its products it launches certain new flavours for
festivals like Navratri,Diwali,Durga-pooja etc.

In the above segmentation their would some other idea & thoughts which
is mainly more useful to the market & which is give a brief idea about that.
MARKETING MIX

A] PRODUCTS
Product line

It mesans that a