To make most out of the summer season, Vadilal Industries Ltd. has undertaken an aggressive campaign on all fronts to increase its over-all market share as well as capture a larger pie of the premium ice cream market. New mega brands, installation of latest state-of-the-art machines, aggressive advertising and significant expansion in production facilities will combine to make Vadilal an even stronger force in the domestic ice cream market. Devanshu Gandhi, MD of Vadilal Industries Ltd, informs, “Our aim is to launch international quality products at pocket-friendly prices. Badabite and Flingo have a very youth oriented brand personality whereas Gourmet is targeted more towards the young family segment. We are also very aggressively targeting the youth with a number of new TV commercials. Our focus will be on increasing sales to the impulse category. Over the next 45 days Vadilal is going to spend around Rs. 6 crore on all modes of advertising – TV, print, radio and outdoors.”
Looking at the huge potential in the Indian ice cream market, Rajesh Gandhi, brother and additional MD of Vadilal Industries Ltd, says, “While the Chinese ice cream market is worth around Rs 20,000 crore, the total Indian market size is just Rs 2500 crore, with the organised sector market estimated at Rs 1500 crore. As against an average industry growth of around 15%, we are working hard to achieve a sales growth of 40% in 2011-12. Vadilal plans to increase its share in the organised ice cream market to around 24% from the current 20%.”
Vadilal at a glance
Vadilal’s Badabite, Flingo and Gourmet target the premium segment of the Indian ice cream market.
Vadilal has two ice cream production houses. The company produces 3,25,000 liters ice cream per day.
It has high-tech extrusion machine and cone machine in place.
Plans to spend Rs. 6 crore on all forms of advertising over next 45 days.
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