Ice Cream Market

ICE-CREAM MARKET INDIA December 2008

Executive Summary ,[object Object],[object Object],Market Drivers & Challenges Trends Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The industry is growing steadily with the northern and western regions accounting for the largest consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overview Size and Growth 2005 USD mn 2006 2007 2008 e 2009 f +12% 40% West 30% North 10% East 20% South Source: The Economic Times “Showers upset regional sales targets of marketers”, May 2007; IBEF “FMCG companies target consumers in summer”, March 2008; India Environment Portal “Is our ice cream natural or synthetic?, August 2007; The Financial Express “Fire & Ice”, June 2008; 51Rainbow company website Geographic Distribution

Key Trends Trends Franchises and strategic partnerships to enhance distribution Benefits derived from falling costs Product diversification to target specific segments Large scale advertising

Large-scale advertising geared towards brand building and sales promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Advertising on Television: Jan-Apr 2008 Share of TV advertising Advertising in Print: Jan-Apr 2008 Share of Print advertising 78% Kwality Walls (HUL) 2% Karnataka Milk Federation Others Hatsun Agro 4% Metro Daily Ltd 14% 9% Havmor 3% 22% GCMMF Others 52% Dinshaws Vadilal Source: exchange4media.com “Snapshot of advertising by Ice Cream category in Print during Jan-Apr’ 08”; Indiatelevision.com “Snapshot of advertising by Ice Cream category in January-April 2008”, June 2008 Advertising is the primary method to increase consumption and penetration levels

Source: Financial Express “Ice cream war begins as HUL, Amul oil plans”, February 2008 ,[object Object],[object Object],[object Object],Product diversification to target specific segments Capitalizing on demand from a niche markets Low sugar and fat content Diet Mother Dairy Increases immunity, help in digestion, prevents diarrhoea and growth of colon cancer Probiotic range – Amul Prolife GCMMF High calcium content, low calorie and fat Moo Hindustan Unilever (HUL) Health Benefits Product Company

Enhancing network through franchises and strategic partnerships Partnerships Franchising Strengthens marketing, sales and distribution. Source: FnBnews “Coops, the mainstay of India's dairy model”, October 2008; Business Standard “Ice-cream makers add healthy flavours”, April 2008; FoodIndustryIndia “Gelato ice creams is a hit at AAHAR”, March 2008 1000 outlets in southern and central India by 2009, counters at corporate campuses Milkway Express Outlets in malls and multiplexes Baskin Robbins Premium ice cream outlet – Arun Ice Cream Unlimited Hatsun Agro Increase Amul Parlours from 1,800 to 3,000 in 2008 and 10,000 by 2009, Cyber stores in 100 cities, Cyber clubs in 125 cities GCMMF Kiosks - Swirls HUL Projects Company Retail stores at petrol stations Indian Oil Corporation (IOC) HUL Re-launch brand in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Chennai Rhapsody Foods & Beverages Movenpick Targeting the southern market Spencer Retail Ltd and Foodworld Milkway Express Exclusive retailing Lifestyle, Coca-Cola, ICICI credit cards and Cox & Kings Baskin Robbins Mobile kiosks at petrol stations Bharat Petroleum Corporation Ltd (BPCL) GCMMF Marketing via scratch and win contests Oxicash Purpose Affiliation Company

Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Major Players Market share Source: Business Line “Bringing in the creamy layer”, August 2008; magindia.com “Amul to launch new ice cream range”, October 2008 A well established unorganized sector creates a fiercely competitive environment for the larger players 16% GCMMF 37% Vadilal 15% Mother Diary 14% HUL 13% Baskin Robbins 5% Others 16% 55% Unorganized 45% Organized

Drivers & Challenges Developing institutional channel Low consumption levels Drivers Lack of cold chain facilities Low quality products and competitive pricing from unorganized sector Challenges

External Factors ECONOMIC FACTOR - Low consumption levels ,[object Object],[object Object],[object Object],2000 2004 2008 ml Source: Economic Times “Vanilla prices shoot up on short supply”, October 2008; Business Today “The Branded Ice-Cream Tango Begins”, July 2000; Rediff “The ice-cream war hots up”, March 2004; Vadilal Annual Reports; Hindu “The Ice-cream Punch”, June 2004

External Factors SOCIETAL FACTOR - Low quality products and competitive pricing in the unorganized sector ,[object Object],[object Object],[object Object]

External Factors TECHNOLOGICAL FACTOR - Lack of cold chain facilities ,[object Object],[object Object],[object Object]

Ice Cream Market

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