Marketing stretegies of Havmor

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Project Report On
Havmor
Naroda
Submitted To:
Professor BelurBaxi
Submitted By:
Juhi Bhandari
15
SYBBA
N.R. Institute of Business Administration
Ahmedabad
2015-2016

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N.R. INSTITUTE OF BUSINESS ADMINISTRATION
GLS Campus, Mardia Plaza Lane, Off. C.G. Road, Ellisbridge, Ahmedabad-380006,
Phone: 6430373
CERITIFICATE
This is to certify that the report on the visit to Havmor is submitted by
Ms. Juhi Bhandari to N.R. Institute Of Business Administration,
affiliated to Gujarat University, in the partial fulfillment of the
requirements for the completion of “ Practical Studies” in the area of
Management at the Second Year of the B.B.A. Program for the year
2015-2016.
Director Prof.in-charge External Prof.
Date:

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Acknowledgment
I am highly thankful to the management & staff of Havmor. I am
especially thankful to Mr. and Ms. For helping me in my “Practical
Studies”. In addition to allowing me to visit the company and study the
organization, they provided me with many details which were very
useful in preparing this report.
I take this opportunity to thank our Director, Dr. Avani Desai, and
Professor in-charge, Professor BelurBaxi for their encouragement and
the office staff for providing us all the facilities for making the visit
more learning oriented.
Signature:
Name: Juhi Bhandari
Date:

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Preface
‘Experience is the best teacher’, this saying has played a guiding a role in including visit a part of
the curriculum of the BBA programme of the Gujarat University. The visit and a consequent
report allow the students to practically to the industry and study real business environment.
The practical training in BBA programme develops and understand about the difficulties and
challenge to the business world. Only theory knowledge doesn’timpart complete education
practical experience must accompany theoretical knowledge to add meaning to the education.
To fulfil this objective industrial visit is the part of BBA programme.
In this direction I have tried my level best to present a project report on this industrial visit

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INDEX
Serial
Number
Topic Page No.
1 Company profile
2 Marketing
3 Market Segmentation
4 Channels of distribution
5 Sales Promotion
6 Advertising
7 Findings
8 Suggestions
9 conclusion

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GENERAL INFORMATION
Name of the Company:
HAVMOR FOOD PVT LTD.
Location:
MODERN INDUSTRIAL ESTATE;
BEHIND NARODA FIRE STATION:
NARODA ROAD;
AHMEDABAD.
Registered Office:
HAVMOR ICE CREAM;
RELIFE ROAD;
AHMEDABAD.
Main business:
Ice-cream
Snacks
Product Range:
Sugarless
Blockbuster
Candies
Ice-cream cups
Topocones
Sundaes

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Novelties
Ice-cream Cakes
Packs
Roll cuts
Form of organization:
PRIVATE LIMITED
Brief History:
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 SatishChona 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 didn’t know it then, but he had laid the foundation for one of Western India’s
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 India’s daily life, and part of its
market lore. It reaches hundreds of thousands of consumers through 7 main outlets and
3,800+plus dealers. That’s a very, very long way from a hand-cart.

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Mission and Vision:
“Good, Truthful, Clean” Enterprising Ethos
HAVMOR, as a group will be an outstanding and reputed food company with
an annual turnover exceeding Rs.5 billion by the year 2015. By the year
2020 we will be amongst the top three Ice cream brands in India with
a turnover exceeding Rs.15 billion.
We, at HAVMOR, are committed to offer the finest quality
products to our customers at the best value for money , driven by the motto
of GOODNESS ( ACHAI) , TRUTHFULNESS (SACHHAI) & CLEANLINESS (
SAFAI).
Year of establishment:
17 October 1944.
Managing director:Pradipchona
Special Achievements:
Times food Award 2012
Danisco Bronze Medal 2009
Gold Medal in kids’ category
Silver Medal in Chocolate category
Bronze Medal for Premium Ice-cream Category
Existing Management Group (Board of Directors):
RekhaPradipchona
PradipSubhashchandraChona
AnkitpradipChona
BhaskarhasmukhbhaiBhenda
Sanjay Patni These are the 5 active directors of Havmor.

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Introduction to Organization
1. Purchase Department
2. Raw material Department
3. Quality control Department
4. Production Department
5. Human Resource Department
6. Packing And Storage Department
7. Dispatch Department
8. Marketing Department
The organization is working on the basis of demand of various depot dealers and
internal decision of management for production aspect. Every day requirement of
different types of ice-cream has been obtained various places across Gujarat and India
through SAP. On the basis of organizations present level of stock in the cold storage
planning for production has been set up. Sometimes special new flavors are produced
in the factory without anty type of demand from outside but according to the
managements are given.
Out of all varieties of ice-cream there is constant demand for particular type of ice
cream. Such items are produced on regular basis to catch up regular demand.

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Product Planning
Planning is deciding in the present what to do in the future, Thus, product planning
means deciding about the product what it should be in the future in term of product
items, product lines, modification of present items, addition or deletion of products, etc.
Ice cream is considered to be after launch or dinner sweet dish amongst food loving
people of Ahmedabad .Havmor has adopted policy of providing seasonal flavor every
year hence it is practice of company to develop a seasonal fruit.
It is policy of the company to launch minimum three new flavors in a quarter. In a span
of last two years firm has developed more than half dozen novelty ice-creams. Hence
product planning policy is by the management itself.
New products are developed and launched in the market after suggestion from
marketing department and management acceptance. First of all new flavor will be
developed on a trial basis. It is the policy of the company to develop three different
shades of taste (change in level of sugar, flavor and other aspect)
Under product A, B, C all the three variants of proposed new product will be given to the
employees and workers for tasting purpose and the variant having highest acceptance
will be launch.
Incase of food business also depending upon market requirement new products are
developed.

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PRODUCT RANGE
Product range can be defined as”A set of variations of the same product
platform that appeal to different segments. In other words “A complete portfolio of
products that a company manufactures and/or markets.”
HAVMOR Company produces various types of products. Their ice cream is
delicious and different varieties of flavors. The various products and their use
are as below:
Ready sundaes
Chic choc
sundae
Super
sundae
Mango
sundae
Choco
sundae
Strawberry
sundae
Ice cream cakes
Black forest
Chocolate
Golden
fantasy
Pineapple
CONES
Magic cone
Raja Rani
Ringo Bings
Chocolate
Choco
Vanilla
FAMILYPACKS&
PARTY PACKS
Almond
Carnival
Pan ice
cream
Chocolate
Chips
Cookie
cream
Lonavali
Block buster
Mango
magic
Pink
current
Choco
truffle
Cookie
cream
Almond
mocha

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Product Line and Mix
Product mix
A range of associated products that yields larger sales revenue when marketed together
than if they were marketed individually or in isolation from others.
Product line
A series of different products which form a group, all made by the same company.
HAVMOR
REGULAR CUP CANDY
with only ice
juicy
with cream and
milk
chocolate
a)regular
b)mini
dolly
a)mango
b)strawberry
CONE FAMILYPACKS COMMERCIAL USE NOVELTY

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Branding
Branding is the management process by which a product is branded. It is a general term
covering various activities such as giving a brand name to a product, designing a brand
mark, and establishing and popularizing it.
The process involved in creating a unique name and image for a product in
the consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that
attracts and retains loyal customers.
Havmor has done a noticeable work in the field of branding for attracting customers and
converting non users into customers.
Following are some of the Brand names used by Havmor
 Signature
 Blockbuster
 Choc-bar
 Choco block-praised by the critics loved by the fans
 Turbo cone-layers of joy
 Leaner-low fat low calorie low sugar
 Hotchpotch-cold stone ice cream
 Fruito-packed with pulp
 98% fat free-100% sugar free

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Packaging
After branding the product, marketer has to consider about the design, package and
labeling of the product.
Name
Slogan
Logo
Color
Packaging
and so on

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--------
The products of different flavors and brands of havmor has been compared on the basis
of packing.Havmor’s packing is attractive comparing to ithers packing.

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New Product Development
In business and engineering, new product development (NPD) is the complete process
of bringing a new product to market. New product development is described in the
literature as the transformation of a market opportunity into a product available for
sale] and it can be tangible (that is, something physical you can touch) or intangible (like
a service, experience, or belief). A good understanding of customer needs and wants,
the competitive environment and the nature of the market represent the top required
factors for the success of a new product. Cost, time and quality are the main variables
that drive the customer needs. Aimed at these three variables, companies develop
continuous practices and strategies to better satisfy the customer requirements and
increase their market share by a regular development of new products. There are many
uncertainties and challenges throughout the process which companies must face. The
use of best practices and the elimination of barriers to communication are the main
concerns for the management of NPD process.
New products are developed and launched in the market after suggestion from
marketing department and management acceptance. First of all new flavor will be
developed on a trial basis. It is the policy of the company to develop three different
shades of taste (change in level of sugar, flavor and other aspect)
Under product A, B, C all the three variants of proposed new product will be given to the
employees and workers for tasting purpose and the variant having highest acceptance
will be launch.
Incase of food business also depending upon market requirement new products are
developed.

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Product life cycle stage
In Havmor the product life cycle stages follows
Introduction stage: Signature ice cream
This ice cream is recently launched in the market.
It is at the introduction stage as the cost is high due to relatively low output rates.
The ice cream is available in the packing of 2.5litre as well as 1litre
The ice cream is targeted for people who like to have ice cream at their home 24*7
The product is as for now targeting only the primary market.
Growth Stage: BadamAnjeer
This flavor has been launched as the flavors of the month which is introduced by
Havmor every quarter month.
The prices of BadamAnjeer have started to fall as a result of competition.
Introduction
stage
Growth
stage
Maturity
Stage
Decline
Stage

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The promotion expenses are increasing for the awareness of the product.
The distribution of this flavor has been done rapidly.
Maturity Stage: Packing of all family pack ice creams are changed from single colour to
dual colour
In this stage the product modification and some changes in packaging of the ice cream.
It has been noticed that all the family pack’s packaging has been changed.
Decline Stage: Fruit Bonanza
Packing of roll cut changed from full to wrapping.
The sales of fruit bonanza have been over all decreased.
No attempts are made to improve the sales for this particular flavor.
As well as the packing of roll cuts which were provided in the packing has now been
changed to sell in wrapping only.

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Marketing segmentation
Every year havmor is targeting one or more segment.
This new segment is full of customers who are ready for experimenting new product.
Every year an attempt is made to find out new segment which leads to development of
new product
This year havmor has targeted those consumers who love Indian taste of ice-cream
Kulfi. Experimental marketing has been done by launching different varieties of Kulfis
along with different fruit flavor. An attempt is made to satisfy conventional taste of Kulfi.
Marketing segmentation is done on the basis of
Novelty item
Higher income group
Middle income group
Commercial use
novelty item
ready
sundaes
pudding ice
cream
higher income
group
choco nutty
signature
middle
income group
cookie
cream
american
nuts
commercial
use
vanilla

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Pricing
It is one of the most sensitive issues of the marketing. Havmor has developed and
adopted different pricing for different class of consumer for different segment.
Specifically for conventional flavors in case of candy like Mango dolly, Rasberry dolly,
conventional choc-bar. Prices are kept very conventionally. In the line of competitor.
Higher price for novelty products. All the novelty products of Havmor are being offered
at higher price in the market Margin for such product is kept significantly higher s
compared to other products. For example Chocó nutty and Zulubar is premium product
with premium price.
Generally for, seasonal product like Sitafal, blueberry ice cream, blue berry ice-cream,
and price is higher.

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Factors considered while setting price
1. Pricing Objectives:
What is the objective of firm is a very important factor which helps in deciding the price.
For example, if the objective of company is profit maximization then generally high price
is fixed whereas the companies having the objective of sales maximization prefer low
price to increase the sale and capture a big share in the market. If the objective of the
company is to create a special image with innovative technologies then generally the
prices are high for example, the companies like Rolls Royce or Mercedes etc. cannot
lower the prices of their product as it will affect their image.
Apart from profit maximization, the pricing objective of a firm may include:
(a) Obtaining Market Share Leadership:
If firm wants to capture big share in the market then it has to keep its price low so that
more number of people are attracted to purchase the products.
(b) Surviving in a Competitive Market:
To survive in a competitive market the firms have to reduce their price by offering
discounts.
(c) Attaining Product Quality Leadership:
In this case generally high prices are charged to cover the cost and high cost of
research and development.
2. Product Cost:
The second important factor which is kept in mind while fixing the price is the cost of
product or service. The price of the product must be able to cover the total cost of
product. Total cost means fixed cost and variable cost. Fixed costs are fixed irrespective
of production level for example, rent of factory, cost of machinery, salary of permanent
staff etc. The variable costs vary with production e.g., cost of raw materials, wages of
labour etc. The price is fixed after calculating the total cost. In case of high competition
and to capture big share if firm has to fix low price then at least the price must cover
variable cost and fixed cost can be ignored for some time.

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3. Extent of Competition in the Market:
The third important factor which is kept in mind while setting up the price is the level of
competition firm has to face. When a firm does not face any competition then it can
enjoy complete freedom in fixing the price. But when the competition is more than price
is fixed keeping in mind the price of competitor’s product for example, Pepsi Company
cannot fix the price of its drinks without considering the price of Coke and other cold
drinks available in market.
4. Customer’s Demand and Utility:
The last but not the least factor which is kept in mind while fixing the price is the
demand of product or service when demand of the product is inelastic i.e., no or very
less substitutes are available then company can fix up high price. Whereas when
demand is elastic i.e., more substitutes are available then price has to be brought down.
On the other hand, if product is highly demanded then price can be high but at the time
of low demand price has to be brought down. If product is offering higher utility one can
easily charge high price as customer is ready to pay high price if he gets high value
from the product. Whereas if utility is low, you cannot charge high price.
5. Government and Legal Regulations:
To protect the interest of general public, the government has all the right to control the
prices of various products and services by including the products in the category of
essential commodities. The common commodities in essential commodities are Drugs,
some food items, LPG etc. With government intervention there can be a check on
monopolist as they cannot charge unfairly high price for essential commodities.
6. Marketing Methods Used:
The price of the product also gets affected by various techniques of methods of
marketing used to promote the products. If company is using intensive advertising to
promote the sale of product then it will charge high price. Other marketing methods

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which affect price of a product are type of packing, distribution system, salesmen
employed, customer support services etc.
Pricing Approaches (Strategies)
 Pricing strategies or methods or approaches will depend on the pricing
objectives of the company. The strategy must be suitable for achieving the
desired objectives. Some categories of pricing methods are given below:
1. Cost Based pricing: The commonly used under this category are mark-up
pricing or cost plus pricing, absorption cost pricing, target rate of return pricing,
and marginal cost pricing. The aim of marginal cost pricing is to maximize
contribution towards fixed costs. It aims at realizing all the direct variable costs
of the product, plus part of the fixed costs. Most of the cost based methods of
pricing evolve from the break even concept. The break even point is the level
where the total costs exactly equal the total revenues; that is, the costs and
revenues break even at a particular level. Profit will be zero at break even
point. The number of units that are required to be produced and sold to reach a
no loss or no profit situation at a given price is break even point.
2. Demand Based Pricing: The common methods under this pricing
category are ‘what the market can bear’ , skimming pricing and penetration
pricing. In these methods, the basic assumption is that sales and profits are
independent of costs, but are dependent on the demand. This method brings in
high profits in the short term. Price elasticity of demand has to be reckoned in
all demand based pricing methods. Price elasticity of demand is the relative
sensitivity of demand for a product to changes its price.
3. Competition Oriented Pricing: In a competitive market situation, market
situation companies opt for competition based or competitive parity pricing.
They follow three alternative courses- premium pricing, discount pricing or
parity pricing. A given competitior’s pricing will serve as the benchmark in these
options. Premium pricing involves pricing above the competitior’s price.
Discount pricing is pricing below such level. Parity pricing or going rate pricing
is matching the price of competitiors.
4. Value Pricing: Value pricing is based on the assumption that the objective
of pricing is not the recover costs, but to realise the value of the product
perceived by the customers. The merit of this method is the belief that the
customer is interested not in the cost of the product but only in the value.

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5. Product Line Pricing: In the case of companies that market product
different product lines, they need not fix optimal price for each product,
independent of other products in the line. This method is also known as the
product line promotion method of pricing.
6. Tender Pricing :On many occasions, business organizations are required
to go for price fixation on the basis of tenders. This option is more applicable to
business markets where institiutional customers normally call for competitive
bidding through sealed tenders or quotations.
7. Affordability Based Pricing : In the context of products which form
essential commodities group which meet the basic needs of all segments of
consumers, affordability based pricing is useful. The pricing is done in a such a
way that all segments of the total market can afford to buy and consume the
products as per their need. This method is also known as social welfare pricing.
8. Differentiated Pricing: In this method, different prices are charged for the
same product by the company, in different market segments or zones. Price
differentiation is also made occasionally, based on customer class rather than
geographic marketing territory. Price is less bulk quantity buyers and higher for
small volumes buyers.
9. Psychological Pricing: Consumer buying decisions are influenced mostly
by psychological barrier in respect to pricing. Instead of fixing the price at
Rs.300 or Rs.500,they peg it at Rs.295 or Rs.299.

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Channel of Distribution
The operational success of a company depends not only on how well it performs in
terms of production and sales but also on how well its entire channels of distribution
compete with competitor’s channels. A company may produce the best products but still
not do well if its dealers perform poorly in sales and service against the competitors
dealers.
Havmor has adopted multi channel distribution system. Hence company has adopted
more than two types of distribution partner. In Gujarat Havmor is leading ice-cream
brand as well as consumption of Ice cream is very high. Hence, we require extensive
distribution system.
Types of Channel distribution
Vertical channel distribution
The emergence of vertical marketing systems is a significant recent channel
development.
Horizontal Channel of Distribution
In Horizontal marketing system two or more unrelated companies combine sources or
activities to exploit an emerging marketing opportunity.

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Decision about channels
Havmor adopts the format of
Own distribution
This includes the sales on the parlor. 20,000+outlets across Gujarat,
Maharashtra, Rajasthan and Madhya Pradesh.
Franchisee
Havmor also gives the franchisee for the selling of ice cream. In the last 10 years,
Havmor has grown ten-fold, emerging as one of the fastest growing ice
cream and food entities in the country. A Rs. 2.3 billion Group, Havmor is all
set to cross the Rs. 5 billion turnover mark in the next 5 years.
Retailers of Ice cream
There are many retailers for the distribution of ice cream.
Whole selling
Havmor is catering the demand of ice cream in a commercial way also. Company is
following separate distribution system for commercial users. It includes hotels,

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restaurants, cinema halls etc. For that purpose ice cream is prepared in a bulk and
distributed accordingly directly from factory outlet.
For out of Gujarat sale, one of the cheap distributer in Mumbai is appointed which leads
to separate sub system of out of Ahmedabad and in Ahmedabad is made through
refrigerator van.

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Sales Promotion
 Sales promotion is a tool or technique used by the marketer to increase its sales,
in short period of time. Basically, speaking sales promotion means the product
more attracted and new consumers can be attracted to it.
 Generally speaking, sales promotion can be done or executed in many ways.
One of the most important and most popular way is to given document or
providing more quantity either at less price or at same price. There are several
tools like buy 1 get 1 free, Rs.5/- off, 20% extra etc. utilised. Havmor has adopted
non-price related promotion also, they made product more attractive and attract
various class of the consumers. In case of novelty products this practice is
utilised. Following is a summary of various sales promotion tools utilised by
havmor for ice cream for various categories:
1. Rs 5 to Rs 8 less on candy
2. Free candies on uttarayan occasion at significant lower prices: havmor
has offered 8 mini chocobars + lonavali party pack for Rs.120
3. Cone –discount of Rs.5 to Rs. 15
4. Decorative and attractive products :Havmor is offering decorative and
attractive products like choconutty, sizzling brownie with hot chocolate,
fruit fusion, swiss sensation , tall beauty, funbarchoco dip.
5. Buy 1 get 1 Free : Havmor is giving buy 1 get 1 free skim in family packs
of ice cream of all flavours for eg vanilla + vanilla, kesarpista+kesarpista,
chocochips+chocochips,Americannuts+Americannuts,cookies and cream+
cookies and cream also combo super saver packs for only Rs.150 and
above.
6. Havmor is also giving free gifts on occasions like dhanteras. The recent
offer given by havmor is buy 700ml rajbhog + 3 containers for Rs.300.
7. Toy free for kids only :Havmor is offering toy to kids on buying ice cream
sandwhich .
8. Special 50% off on childrensday .
 At present havmor is offering sales promotion with the Vodafone postpaid
consumers – buy 1 bhajipau get 1 free.
Sales promotion is an attraction put by the manufacturer or distributer for consumer to
consume goods very quickly. Sales promotion is short term incentives to encourage the
purchase or sale of a product or service.
Havmor is a well-known brand in the ice cream channel to do sales promotion.
Havmor promotes its ice cream as well as food on seasonal and festive basis.

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It allows the promotional offer very frequently on the festival basis. As India is
celebrating each and every festival the Havmor also does not stop promoting its product
during it.
Taking on the recent note Havmor had promotional programs on 31st December
Right now also Havmor is promoting two of its ice cream namely Turbo cone and cookie
cream. It also promotes Chocó block by proving PAYTM cash with it.
Public Relation tools and program
Havmor is proving the facility to visit their factory on public demand.
Sales Force management
There is no such force management in Havmor.

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Advertising
Havmor has used certain advertising which are as follows :
1. Newpaper:Havmor gives various advertisements of ice creams in newspapers
on occasions and festivals.
2. Hoarding: Hoarding is very beneficial as all people can see the new product
launced in market of havmor or any discount offer or any other novelty or unique
item produced by havmor in market.
3. In cinema advertisement:In cinema, advertisement is presented in
between intervals or before starting the movie, so that all the consumers come to
know about the products of havmor in market and consumers can get fascinated
from the product.
4. Use of social media: Havmor is using social media like facebook twitter etc.
for its advertisement purpose .
Objectives
The objectives of havmor are as follows:
 Creating awareness for new product: The consumers in the market are
given information about the availability of a marketing offer and the benefits
offered with it.
 Promoting sales promotion :Advertising uses the AIDA formula and
motivates people to buy the product or brand. Naturally , sales promotion
improves thereby increasing profitability and sales promotion.
 Organization has not put any emphasis on marketing research and international
marketing.

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Setting Budget
The advertising budget of havmor is typically a subset of the larger sales budget and
within that, the marketing budget. There are several points through which budget is
been set, they are as follows:
1. Who is target consumer? Who is interested in purchasing the product and what
are the specific demographics of the consumer(age,attitudesetc)? Often it is
useful to compose a consumer profile to give the abstract idea of a “target
consumer”.
2. What media type will be most useful in reaching the target consumer?
3. What is required to get the target consumer to purchase the product? Does the
product lend itself to rational or emotional appeals? Which appeals are most
likely to persuade the target consumer?
4. What is relationship between advertising expenditures and the impact of
advertising campaigns on products? In others words how much profile is likely to
be earned for each rupee spent on advertising?
Thus , answering this above questions, one can set budget or it can be said that
budget can be set by this questions.
Strategies and Tools
The strategies and tools of advertisement are as follows:
1. Cool Factor: We all want to feel cool and advertisers know this. Companies
will try to convince you that if you do not use their product, you simply will lose
cool points or not have a “ cool factor”. Advertisements always show people
who appear hip and cool doing hip and cool looking things.
2. Amazing toys: When you were growing up, you probably remember toy
commercials with toys doing things that they might not exactly be able to do.
For eg. Havmor is offering toys to kids on childrens day and also offering
special 50% discount on childrens day.
3. Celebrity Product Pushers: There are wide variety of characters or
people that you moght associate with certain products. All of these celebrities
are a type of advertising strategy to get children and adults to associate a
certain image with a product.

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4. Facts and Figures : Companies will also use certain facts and figures to
make a product appear credible and reliable.
5. Selective Editing : In commercials for advertising, there is a lot of
selective editing and omission that goes into the process. Generally,
advertisers and companies will not give you the full story of their product.
Thus, above are some of the strategies and tools of adveritsment.
Evaluation
In today’s advertising world, every firm invests heavily on advertisement for making their
products known to the taget audience and to arouse the interest of target audience in
firm’s product. It is necessary to evaluate the effectiveness of advertisement at different
level, starting from creation of ad-copy to running of ad on media, and also after
execution of ad to know to what extent the objectives are achieved.
There are three types of test applied in advertising evaluation :
1. Pre-testing
2. Concurrent testing
3. Post Testing
 Pre Testing :Pre testing follows the universal law “Prevention is better than
cure”. Advertising can be pretested at several points n the creative development
process. Pre testing method refer to testing the potentiality of a communication
message or ad-copy before printing, broadcasting, or telecasting.
 Concurrent Testing :Concurrent Testing is evaluated throughout the whole
advertisement execution process. Tests are conducted while audience is
exposed to different type of media.
 Post Testing: Post testing is done to know to what extent the advertising
objectives are achieved.
Thus above are the advertisement evaluation .

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Chapter 3: Findings
 Price:
 Price of Havmor us comparatively high compared to its competitors.
 However Havmor lovers are not affected with its price
 Product:
 Product range is very high.
 Havmor is very conscious about the liking of consumers .
 Recently havmor has launched ice cream for diet freak people 98%fat
free
 Place:
 Havmor outlets are placed in almost every areas of the city
 Havmor is trying its best to reach to every one .
 Promotion:
 Havmor is doing promotional activities like offering supplement ice
cream with the ice cream one has bought to promote their product.
 But they lack in advertising activities and doing promotional activilities
like that.
 So people are unaware of its many products.

34
Suggestions
The following are the recommendations / suggestions for Havmor Ice Cream Ltd.
o To remove the weakness of market reach , the company should expand
its distribution network and sales force strength
o Company should indulge in more and more social activities which can also
help it earn the publicity.
o The company does not use T.V. media for its advertising and promotions
like other companies like Vadilal ,Amul, Quality walls etc. so it should also
indulge in such activity to increase the brand awareness
o The company can also sponsor any parks or garden or any public place to
gain the social publicity and people’s attention
o The company should also place hoardings at areas like hoarding near the
crossroads with high traffic problem or around the public place or parks
which can help the company grab the people‘s attention
o The company should also give frequent ads in news papers, radio and
other media to maintain the customers’ interest in the company.
o The company should also include certain attractive promotional schemes
like giving Ice Cream bowls with family packs or party packs to attract the
customers.
o The company should introduce advertisement with some appeal and
creativity which can attract the customers
o The company can include some Lucky draw contests as a part of its
promotion strategy to attract customers.

35
Conclusion
It has been a great experience of undergoing the industrial visit to Havmore.On the
basis of the study of the various aspects of the company, the following things can be
concluded : -
o Havmor Ice Cream Ltd. is a highly professional and successful company
with excellent infrastructure facility, using modern technology, efficient
production, highly professional human capital and efficient management.
o It is the company with U.S.P. of 100 % ice creams and having 35 %
market share in Gujarat.
o The company has strengths like network, product quality, market
credibility, efficient production capacity, brand awareness, good cold chain
and distribution system.
o It also has some weaknesses like vulnerability of type of business, market
range and adaptabilities to change.

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