#MADEOFMILK

© Havmor Ice-Creams 2017

HOW TO BUILD A FOOD BRAND-SPECIALLY IN THE
CONTEXT OF HAVMOR
 CONTENTS
Whats is BRAND ? Who wanna be GHADI here!! 10 min

How brand makes a difference – 5 min

Bottom Up – Brand building - 15

Good & Bad Example

Havmor example

Pillars of Brand building 10

Focus - Bajaj
Competitive Advantage
Differentiation

Evolution of Havmor 30 min

History
How havmor differentiated to be a national player
Havmor brand strategy

Oneness
Innovation
TG oriented media consumption
Indulgence
Building Food brand

Understanding category

Finding Need Gap

defining scope of innovation

Defining brand core & imagery

Developing authentic product/service

Positioning

Communication

Placement staratgy
Before we start

I wanna share a secret to be successful marketer

Don’t hypothesize ,Observe

Don’t Strategize, Plan

Don’t instruct, Implement

What is BRAND ?
A brand is a product, service, or concept that is publicly distinguished from other products, services, or
concepts so that it can be easily communicated and usually marketed.

Or

A brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to
distinguish their product from others

Or

Brand is a Promise of a delivery of product or service.

 or

Brand at left is probably 10X bigger than brand at right.

Does it make it really desirable?
Brand Building ‘Bottom Up’

© Havmor Ice-Creams 2017

PROMINENT BRAND FAILURES

Brand never fails, its idea which fails…..

WHY FAILURES?
The reason some brand/company stand test of time and other fail miserably over period of time. Brand which
are built around solving one particular problem will cease to exist when that problem get solved.
One brand successful across categories….
Brand which are build ‘ EMOTIONS’ are truly timeless…

Such brand can move across categories still be relevant to consumers..

Talking about HAVMOR

© Havmor Ice-Creams 2017

OUR BEGINNINGS WERE HUMBLE

• Founded in 1944 by Shri. Satish Chona in Karachi (pre partition

India)

• Shri. Satish Chona was a ground engineer with the BOAC

• Fuelled by a passion for food and a vision to build his own

enterprise learnt to make ice-creams

• The key objective then was to help supplement family income

• Shri. Chona moved to home India as a refugee at the time of the

partition and was forced to start all over again

• Working with his wife – Set. Nirmal Chona, they churned ice-
cream by night and sold it on a pushkart at Ahmedabad station
by day – bearly earning a full living in the early days

• But he kept at it – knowing that his product would do the talking

THE 1ST ICE-CREAM PARLOR

• Shri. Chona’s perseverance and commitment to product quality

were quickly recognized and soon became a local favorite in
Ahmedabad

• Shri Chona setup Havmor’s first ever ice-cream parlor in 1953

at Relief Road in Ahmedabad’s old city area

• And this parlor still stands today

HAND CRAFTED GOODNESS

• Our first production unit was setup in basement of the same

store at Relief Road

• Using his engineering background Shri. Satish Chona built,

remodeled and repaired the machines to handcraft ice cream
OUR ETHOS – VISION
A NEW DAWN
INDUSTRY
OVERVIEW
A quick glance at the ice-cream industry,
market trends and our approach.
 THE INDIAN DAIRY INDUSTRY IS ESTIMATED AT ~$80
BN IN FY15 WITH ~2% CONTRIBUTION BY VALUE
ADDED PRODUCTS
All India Dairy Consumption by product –
NDDB 2012 Indian Dairy Industry Key Statistics
India’s share in world milk production ~18%
4% 2%2% Milk Production in India (FY14) 138 MMT
Milk Production by 2022-E 200 MMT
6% Liquid Milk
Dairy Industry Market Size FY14 $ 80 Bn
6% Ghee
Butter Dairy Industry Market Size 2020-E $ 140 Bn
6% 46% Yoghurt CAGR (FY14-FY20) ~16%
Condensed Milk
Value Added Products CAGR (Incl. Ice Cream) (FY14-FY20) ~24%
Milk Powder
Paneer
28% Other VAP incl. Ice Cream • India is the world’s largest producer of milk with 18% share in global
milk production
• The Dairy industry is an $80 Bn industry (INR 530,000 crores)
growing at a CAGR of 16%
• Value added Products (including ice creams) are high margin
categories, which have seen high growth in the recent years
THE ICE-CREAM INDUSTRY IS ESTIMATED TO BE
WORTH RS 7500 CR ($1.1 BN) IN FY15; ORGANIZED SHARE
(~50%) EXPECTED TO GROW AT 17%-22% IN NEXT 5 YEARS
Growing disposable income
MAJOR GROWTH DRIVERS OF THE

• Disposable income to increase from 1000 USD per person in FY14 to ~2000 USD in FY 20
Increasing per capita consumption
ICE CREAM INDUSTRY

• Per capita consumption of ice cream at 400ml against a global average of 2.3 litres
• Increased acceptance of ice-creams as a dessert
Rapid Urbanization
• Urban population growing 2.6% YoY; addition of 300 Mn urban dwellers in 20 years
• Urban market will continue to be the major market for ice creams in India
Demographic shifts
• Middle class population set to increase 3x over 5 years
• Rise of youth from 33% in 2014 to 50% in 2020
Reliable Electricity Supply
• 24X7 Power for all campaign aims to achieve universal energy access by 2019
• Electricity critical for operationalizing deep freezers and charging glycol freezers
Growing Freezer Penetration
• Presently penetration: 26% households
• Growing at >10% CAGR
THE MARKET IS CONCENTRATED IN THE
WESTERN STATES, ACCOUNTING FOR ~36%
OF TOTAL CONSUMPTION
Region Wise Market Share Split in India
(FY14) Major States as per Market Share
East
14% Market Size Share of
North States Organized Sector
(INR Cr.) Total Market
25%
Maharashtra 1172 15% 62%
Gujarat 960 13% 69%
Uttar Pradesh 860 11% 42%
Karnataka 470 6% 54%
Delhi 460 6% 66%
South
25% • Top 5 states contribute to ~ 51% of total ice cream market
• Organized segment has a higher share at 64% in West India
compared to 52% in North India

West
36%

Total = 7500 Cr
THE ICE CREAM MARKET CAN BE SEGMENTED INTO
4 PRICE BUCKETS WITH THE MASS AND MASSTIGE SEGMENTS
ACCOUNTING FOR OVER 90% OF THE MARKET
Price / Serving

> ₹ 120 Luxury 2%

₹ 60-120 Prestige 5%

₹ 20 - 60 Masstige 44%
Cornetto Crème Rich Gourmet, Artisan Signature, Blockbuster

< ₹ 20 Mass 49%

• The Ice cream market can be broadly classified into 4 buckets

• The bottom two buckets account for a majority of the market share ~93%
• Premium segment is growing at 22-25% and is outpacing the overall ice-cream market’s growth at 19%
• Almost 50% of ice cream industry is contributed by frozen desserts
 WHERE WE STAND TODAY

Experience

Price – Price +

Trader
ALTHOUGH GENERAL TRADE ACCOUNTS FOR 61%
CHANNEL SHARE, THE CONTRIBUTION FROM CHANNELS VARY
CONSIDERABLY FROM STATE TO STATE

General Trade Parlors

Selling of ice cream via traditional retail channels (Mom and A shop or cafe known for selling only ice cream
Pop stores) (and other dairy products)

Modern Trade Push Carts

Selling of ice cream via super A cart which is used for last mile
markets/ hyper markets availability of ice cream

Channel Type
State General Trade Parlors Modern Trade Push Carts
Gujarat 52% 42% 2% 4%
Maharashtra 58% 24% 10% 8%
Rajasthan 76% 11% 13%
Madhya Pradesh 49% 41% 11%
Delhi NCR 32% 1% 2% 65%
Karnataka 88% 1% 4% 7%
Western UP 33% 0% 0% 66%
THE B2B SPACE WILL BE A GROWTH DRIVER FOR
MAJOR PLAYERS IN THE NEAR FUTURE AND IT REQUIRES
CUSTOMIZED APPROACH FOR PENETRATION
B2B Segment Structure (Consist of HoReCa) Insights

Hotels • Pan India Hotel Chains 1 Pricing is a key driver of the B2B
CAGR of 13.7% in • Regional Hotel Chains segment
2008-11 • Local Hotels

2 Brands focus on building relationship

• Pan India & Regional Restaurant with B2B customers to drive revenue
Restaurants • Fast food chains
Organized Mkt
• Local restaurants
Growth: 20%
• Local juice/ shakes parlors 3 HoReCa segment’s focus is on
generic flavors

Catering • Institutional caterers Organized & Intl

• Party caterers - Organized & Local 4 Customized flavors are created by
Organized Mkt
Growth ~ 15% • Bulk purchase by B2C customers brands in partnership with the
customer
OUR BRAND

A look at our brand created to achieve our

vision and the products that stand us
apart.
OUR PRESENCE AND REACH

• Presence in 14 states across India with

dominance in the West

• Steadily growing in other parts of the country,

especially in North and South India

• In 2017, Havmor was launched in Tamil Nadu,

AP, Karnataka and East UP

Existing markets

New & Growing • In 2018, the plan is to further expand and

Future markets
penetrate into these markets
we’re the fastest growing ice-cream brand in India
and we’re disrupting
Innovation @ Its best

Havmor marketing team ideated, Team Britannia responded.

Together We came together to create a unique partnership.
signature

• Our signature range represents the finest selection of

ingredients and the highest ratio across our product
range
• Saffron pine nut, our most exclusive ice cream has 9
times more saffron than the regular ice cream. Saffron
costs about 1.3 lacs a kg and pine nut at Rs. 3000
AND OVER 500 SPECIALITIES
OVER THE YEARS

• An exclusive range for kids

• Range of products & prizes
AND WE’RE ALWAYS
INNOVATING

• First in India to make sandwich ice cream

• Made whisky flavored Ice-cream for the dry state of Gujarat
• Have sent ice creams to the American troops in Afghanistan
AND WE’RE ALWAYS
INNOVATING

• Create a unique – pan shaped ice cream for Shilpa Shetty’s wedding
• Made a rocket shaped ice cream cake for Sunita Williams after her
successful return to earth in 2007
• Created remarkable new flavors like ladoo flavor & cigar ice-cream
KEEPING TRADITION ALIVE
STAYING AUTHENTIC

• Our kulfi takes 9 hours to make. The milk is still churned by

the same guys that have been doing it for last 20 years – a
traditional craft
• The oldest person in our plant has worked with us for 40 years
today
PURE MILK & FRESH INGREDIENTS

• Our ice-cream is made with real milk – ONLY

• A best in-class ISO 22000:2005
• With stringent quality checks at every step of the manufacturing
process, right from ingredient sourcing & testing to product
distribution
• A culture of innovation with flavors, products and processes
WE WE MAKE SOME
GREAT ICE-CREAMS

BLOCKBUSTERS
CANDIES SUNDAE TUBS

CAKES SIGNATURE
TUBS
Kulfi e
Khaas
WE WE MAKE SOME
GREAT ICE-CREAMS

Drinks of
PARTY PACK Summer
CONES

ICE CANDIES
Kids Special
NOVELTIES KULFIS
AN INNOVATIVE NEW RETAIL CONCEPT

© Havmor Ice-Creams 2017

VIBRANT
& AUTHENTIC
OUR PRODUCTION FACILITY

• Two–state–of–the–art facilities in Nardoa, Gujarat & Faridabad,

Haryana with a combined capacity of 250,000 liters per day
• Fully automated systems with best–in–class milk testing R&D
and ISO 22000:2005 & HACCP certificatons, SAP & Salesforce
intergration and a completly digital online ordering system.
• GPS enabled supply chain management with live temprature
and location status reports
• 1120 solar panels installed at the Naroda facility that generate
over 280kw per day, excess electricity supplied back to the grid
HOW WE GO AROUND OUR BUSINESS

© Havmor Ice-Creams 2017

Evolving Over time

2013 2017
2015

2014
2016
NEW PRODUCT
DEVELOPMENT
NPD PROCESS
Leveraging the Pastor power

World of dark fantasy

Expanding Indian Desserts

Innovation

Health
WE MAKE SOME GREAT ICE CREAMS

these are just 2018 NPD…

Highest No. of sugarfree variants by Ice Cream Brand in India.
COOLEST SUMMER JOB (CSJ) : 2018

We have done CSJ for the last 2 years

The most innovative way to get consumers

work for us on NPD
- Campaign reached to 17.5 million users
- 360K website hits
- 30K form submission
- 500+ video application
- 5 winners across India
- 30+ new flavours generated
COOLEST SUMMER JOB (CSJ) : 2018

And the sweet outcome ….

OUR COMMUNICATION

Unique Perspective
OUR ICE CREAM CONSUMERS ARE FROM DIFFERENT SO
HAS TO BE OUR OFFERING

Born between till 1964 Born between 1965-76 Millennials between 1977-95 Born after 1995..
mix n match of tradition & modern
Traditional living Basic flavors living), believe in evolution than
Innovation, health & environment
consciousness, living in connected digital
habits. consumption innovation.
world with a ‘ YOLO’.
SEC AB, Urban
wait, what about kids and moms and
grandparents and
those people that live in the mountains
and their goats and
the wee fisher folk of bhuj?
narrowing our audience profile helps us target the new
loyals, the next generation of consumers are looking for a
brand to align with, one they trust and one they can relate
to –that’s us
so we’re talking to –
sec AB
Primarily Millenials
men, women & LGBTQ
changing habit’s too is futile outside this audience profile
so…
hey there, you from sec AB millenials
we’re havmor and we make amazing ice-cream
& you ice-cream eater, switch to havmor, it’s just better
 Digital
Youth,
Urban

Radio
Consumer, Tactical

No Two mediums are same so is

OOH
Consumer & Trade
our consumption.
T2/3
Focus Creative & spends on the medium
are aligned with clear objective.
Print
Consumer & Trade
T1 Sec AB
Tactical

TV
Consumer & Trade
T1 Sec AB
Mass Awareness
COMMUNICATION IS IMPORTANT
CONSISTENT COMMUNICATION
CONSISTENT COMMUNICATION
A BIG STEP TO AIDE
BRAND AWARENESS
CONSISTENT COMMUNICATION - Print
Promotion : OOH
 Jalgaon Kolhapur Nashik

Vishakhapatnm Vijaywada Raipur

Bareilly Meerut Moradabad

Bikaner Ajmer Udaipur

Promotion : Digital
YouTube

Both the TVCs combined got more than 12.1 million views on youtube.
Facebook

More than 1 million views on Facebook

Twitter Contest – #ChocolateContest
Alpha Influencer, Siddharth Kannan hosted the contest on his handle for 3 hours.
Gaana, BMS
Gaana BMS
To reach an active To reach an active
audience on music aps. audience on India’s largest
ticketing portat.

Video
Impressions CTR Engagement Impressions CTR Engagement
Views
1,00,179 1,00,179 2.49% 2,495 6,89,694 1.29% 8,916
 InMobi, Instagram

InMobi
To reach an active mobile users.

Impressions VTR Video Views

2,88,494 59.67% 1,72,153

INDULGENCE

Ice cream is never just a ice cream…its way of expression…

We understood and bring those expression alive

Indulgence with Ice cream
Indulgence with Ice cream
Indulgence with Ice cream
Indulgence with Ice cream
AWARDS &
RECOGNITION
Some of the awards we’ve received.
INDIA’S MOST LOVED INDIA’S MOST TRUSTED

Awarded 8 years in a row Brand Trust Report India - 2017

Real Life case study
Understand 5 Ps of Indian Food Brand together…

© Havmor Ice-Creams 2017

 havmor.com

© Havmor Ice-Creams 2017