Vadilal Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Vadilal through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Vadilal Product Strategy:
Vadilal is a leading food manufacturer based out of India, having a specialization in India. The product range of Vadilal comprises two major categories of frozen food products and canned food products. Frozen variety of food products include Indian food, spices, condiments, sprouts, desserts, fruits, fruit pulp, ready to serve meals. The wide variety in its marketing mix product strategy is as follows:
• Icecreams
• Vegetables: Baby potato, Indian Gooseberry, French beans, Bottle gourd and many more
• Fruits and fruit pulp: This includes variety of Indian mangoes and their pulps.
• Ready to serve veggies: Typical Indian vegetable like aloo baingan, aloo palak and many more
• Rotis, paratha and breads: Different types of parathas, rotis
• Snacks: Cocktail samosa, aloo tikki chole, dahivada and many more
• Sprouts: Moong, Matki and many more
• Desserts: Halwa, Kheer, puran poli
• Chinese and South Indian: Different types of noodles, spring rolls, idli
Similarly there are different variants of canned vegetables. Along with serving Indian recipes in India and 45 other countries, Vadilal have introduced new Italian styled ice cream parlors with variants of Italian ice creams (low fat ice creams) available in it. The latest product offering is ghee from their side. In chemical industry segment they are the supplier of commercial grade gases, laser cutting gas, calibration gas and specialty gas.
Image: company website
This concludes the product strategy in Vadilal marketing mix & strategy.
Vadilal Price/Pricing Strategy:
Below is the pricing strategy in Vadilal marketing mix strategy:
As Vadilal belongs to the FMCG category of companies, the pricing strategy is competitive in nature. There is no much difference or no difference at all between all the big players of ice cream in the FMCG market.
The major competitors are Amul, Kwality Walls, Panstoni, Havmor and local manufacturers. The switching capacity of the customers is high as easy substitutes are available. Even many companies have to call back flavor launched as they did not get a god response from the consumers. The typical ice cream of Vadilal costs around Rs 30-35, till Rs 250 for gourmet collection or Sundae packs.
Vadilal Place & Distribution Strategy:
Following is the distribution strategy in the Vadilal marketing mix:
Vadilal, one of the oldest industries is a strong brand identity and has a huge distribution network of over 60000 retailers, 750 distributors, 50 cost and freight points and over 300 distribution vehicles. That is the largest frozen vehicle fleet owner in India. It is available in various ice cream parlors, grocery stores. They have their own 140 ice cream parlors Hapizezz all over India and new set ups are initiated every month. Their product is so vastly available in cities, on highway stores between two cities, railway stations, bus stands. Vadilal have an Italian themed exclusive store gelato lab melt in Ahmedabad, which is designed to give a fresh, young and artisanal taste to the audience and to create an experience where in the customers melt into various ice creams variants. The equipment of the gelato lab have been imported from Italy and the gelato are made fresh and not in the factory. A French Chef was hired to design the menu options, suggestions of interior, look and feel have been taken from the best designers.
For export activities, Vadilal has a different business unit, Vadilal Quick Treat and it comprises more than 100 importers and distributors across Australia, UK, UAE, Canada, America, Singapore and Africa.
Vadilal Promotion & Advertising Strategy:
The promotional and advertising strategy in the Vadilal marketing mix is as follows:
Vadilal aims to be a multinational company that provides best quality food, services at affordable rates. Their tagline is ‘Happiness ka swad’. Their brand image and quality speaks for itself and have won several prestigious awards viz. The Great Indian Ice Cream Contest, Ranked 18th in food products category, Most trusted brand in ice cream category. They have their presence on television media on different channels like SONY, ZEE and other international channels. They have their promotions in magazines and newspapers like Foodnews, Quick Frozen, Agri, India Tribute, India Abroad etc. Their products are available throughout the year and are handmade which gives them a typical home made taste. They sponsor food shows, contests which help them to spread awareness of their brand. They have their print media ads in leading newspapers at regular intervals, have billboards displayed which catches the attention of huge section of the masses. They also rope in celebrities to attract audiences. For instance, the current celebrity to endorse Vadilal is Pareeniti Chopra from Hindi film industry. They spread awareness of their sundae boxes and new products through these celebrities. This covers the Vadilal marketing mix.
About Vadilal:
Vadilal is an Indian company which majorly deals in frozen packed food items. It is the second largest ice cream manufacturer in the country and one of the major players in frozen foods, forex, curries and snacks, milk products and real estate. It is founded in 1907, and is headquartered in Ahmedabad, Gujarat. Vadilal group is a publicly listed company with over 1000 employees working under it. Vadilal is a subsidiary of Vadilal group which is a conglomerate of various sectors namely ice cream, processed food and chemicals.
Initially Vadilal started its production in the early 20th century with soda products. Later it diversified into ice creams, frozen vegetables and foods.
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