72
HISTORY OF ICE-CREAMS Ice cream's origins are known to reach back as far as the second century B.C., although no specific date of origin nor inventor has been undisputably credited with its discovery. We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar. Biblical references also show that King Solomon was fond of iced drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavored with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. Historians estimate that this recipe evolved into ice cream sometime in the 16 th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the table of Charles I during the 17 th century. France was introduced to similar

Quality Walls

Embed Size (px)

Citation preview

Page 1: Quality Walls

HISTORY OF ICE-CREAMS

Ice cream's origins are known to reach back as far as the second century B.C., although

no specific date of origin nor inventor has been undisputably credited with its discovery.

We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar.

Biblical references also show that King Solomon was fond of iced drinks during

harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently

sent runners into the mountains for snow, which was then flavored with fruits and juices.

Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe

that closely resembled what is now called sherbet. Historians estimate that this recipe

evolved into ice cream sometime in the 16th century. England seems to have discovered

ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it

was called, appeared regularly at the table of Charles I during the 17 th century. France

was introduced to similar frozen desserts in 1553 by the Italian Catherine de Medici when

she became the wife of Henry II of France. It wasn't until 1660 that ice cream was made

available to the general public. The Sicilian Procopio introduced a recipe blending milk,

cream, butter and eggs at Café Procope, the first café in Paris.

Ice cream is invented with marriage of Catherine de Medici to the Duc d'Orleans in 1533

but there is also evidence in china for inventory for ice cream. But it dates back with to

the Tang dynasty with soft milk and rice mixture added with snow and flavored with

camphor.

Page 2: Quality Walls

Now, simple ice cream can be more delicious and with more verity. But like always, with

more ingrains you would get ice cream with more calories and fat also. But ice creams

brands are making less calories and fat based ice cream and related products.

Amul: Amul (Anand Milk Union Limited) is formed in 1946 in India. This is largest food

Indian brands and largest pouched milk in world also. Beside India, It has overseas

market in South Africa, UAE, Australia, Hong Kong, Mauritius and China. It introduces

milk powders, butter, ghee, cheese, curd, chocolate, ice cream, shirkhand, paneer, cream

and gulab jamun other also.

Dairy Queen: this is chain of soft serve and fast food restaurants. The company name is

taken from their product and refers as DQ. Now it has 5000 restaurants in 22 countries

with largest soft serve franchise. Company expanded its products from milkshakes and

malts to humburger, sundaes, and coffee.

Häagen-Dazs: In 1961, two persons Polish immigrants Reuben and Rose Mattus in texas

founded Häagen-Dazs. They started with vanilla, chocolate and coffee. Its first retail shop

was in Brooklyn NY in 1976 and offered franchise around the 54 countries. Its products

are ice cream, ice cream cakes, ice cream bars, sorbet and frozen yogurt.

Kwality Wall's: this is major producers and distributors in India, Pakistan, Singapore,

Malaysia, Bangladesh. This is founded 1956 and original Indian company. They had

agreement with company lever and lever bought other ice creams brands also for

promoting this products.

Page 3: Quality Walls

THE FROZEN DESSERT PRODUCTS

Ice Cream consists of a mixture of dairy ingredients such as milk and nonfat milk, and

ingredients for sweetening and flavoring, such as fruits, nuts and chocolate chips.

Functional ingredients, such as stabilizers and emulsifiers, are often included in the

product to promote proper texture and enhance the eating experience. By federal law, ice

cream must contain at least 10% milkfat, before the addition of bulky ingredients, and

must weigh a minimum of 4.5 pounds to the gallon.

Frozen Custard or French Ice Cream must also contain a minimum of 10%

milkfat, as well as at least 1.4 % egg yolk solids.

Sherbets have a milkfat content of between 1% and 2%, and a atslightly higher

sweetener content than ice cream. Sherbet weighs a minimum of 6 pounds to the

gallon and is flavored either with fruit or other characterizing ingredients.

Gelato is characterized by an intense flavor and is served in a semi-frozen state

that is similar to "soft serve" ice cream. Italian-style gelato is more dense than ice

cream, since it has less air in the product. Typically, gelato has more milk than

cream and also contains sweeteners, egg yolks and flavoring.

Sorbet and Water Ices are similar to sherbets, but contain no dairy ingredients.

A Quiescently Frozen Confection is a frozen novelty such as a water ice novelty

on a stick.

Page 4: Quality Walls

Frozen Yogurt consists of a mixture of dairy ingredients such as milk and nonfat

milk which have been cultured, as well as ingredients for sweetening and

flavoring.

Novelties are separately packaged single servings of a frozen dessert -- such as

ice cream sandwiches, fudge sticks and juice bars -- that may or may not contain

dairy ingredients

Page 5: Quality Walls

ICE CREAM INDUSTRY IN INDIA

The ice cream market growth picked up after de-reservation of the sector in 1997.

The total size of Indian ice-cream industry is 800+ crores. In the organized sector the

major players are Hindustan Lever represented mainly by Kwality Walls brand. Amul

with an estimated market share of 38% is biggest player in market also he is rapidly

gaining market share and lastly Vadilal is the player in the national market with 8-9% of

the market share.

Almost 40% of the ice creams sold in the country are consumed in the western region

with Mumbai being the main market, followed by 30% in the north and 20% in the south.

Growth:-

The Indian government adopted the policy of liberalization regarding the ice

cream industry also and it is since then that this sector has shown an annual growth

ranging from 15- 20% per annum for last 1- 2 year. Till now it is estimated at worth of

800+ crores. This growth rate is expected to continue for another next 2- 3 years because

of lower base. Per capita consumption of ice-cream in India is still a dismal 106 ml per

annum against 22 liters in markets like the US. So Indian ice-cream industry is still is in

growth phase. This is a good sign for competitors.

Page 6: Quality Walls

Types:-

Indian Ice Cream market can be segmented in three different ways, namely on

the basis of flavors; on the basis of stock keeping units / packaging and on the basis of

consumer segments. On the basis of flavors the market today has a number of flavors like

vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors; dry fruit

flavors traditional flavors like Kesar- Pista, Kaju- Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which

together account for more than 70% of the market followed by butterscotch and other

fruit flavors.

Production area: -

In rural areas, kulfis / ice creams made by small / cottage industry are popular.

The market for organized sector is restricted to large metropolitan cities. In small towns

and villages, there are thousands of small players who produce ice- creams / kulfis in

their home backyard and cater to the local market. Almost 40% of the ice creams sold in

the country are consumed in the western region with Mumbai being the main market,

followed by 30% in the north and 20% in the south.

FUTURE OF ICE CREAM MARKET IN INDIA

Ice Cream market will expand with increase in number of malls - HLL has been

increasing their ice cream outlets - Swirl. Few years consumers use to go out for walk

Page 7: Quality Walls

after dinner and use to buy ice creams from hawkers. But now consumer who often visit

malls for entertainment

prefer to buy ice creams during different times of the day as it is visible upfront and feel

like spending Rs. 50 for that tasty chocolate swirl with cake and nuts. As marketers are

understanding the different needs of consumers, be it health conscious people, kids,

youngsters, young etc, and coming up with products specific for them... with portfolio of

flavors, consumer today has plethora of options at hand to choose from and therefore

high probability of buying one more scoop of ice cream. Also with increasing wallet size

and innovative modern retail formats, it has definitely given a good chance to the ice

cream industry in India.

Page 8: Quality Walls

THE QUALITY GROUP

KWALITY - a brand name that evokes immediate recognition and respect in today’s fast

changing food & beverage market. Kwality is a brand that has made a connection with an

entire generation of North Indians. For an entire generation of children who grew up in

Delhi and surrounding regions, having an ice-cream meant finding a Kwality vendor.

This is the magic of Kwality.

Almost 65 years ago, P. L. Lamba wanted to create a company whose very name would

reflect the service standard of all its future products – where the highest quality food

products would be served at the best price to satisfy the taste buds of an experimental

Delhi. With this mission in mind, in 1940 he opened the first Kwality restaurant in

Delhi’s famous Connaught Place and thus was born one of the most recognized brand

names of the country – KWALITY – a rich legacy that has continued to this day.

Within just a few years, the Kwality restaurant became the most popular food joint for the

people of Delhi. The name was an instant hit and a generation on the verge of national

independence saw the Indian food chain as a symbol of our national pride.

Today, over 60 years later, that pride is undiminished and from its humble beginnings,

the Kwality Group today successfully runs the famous Asiad Village restaurant complex.

P. L. Lamba’s gen-next Sunil and Dhruv Lamba have taken the family legacy into the

future with pulsating new ideas like The Breads and More café chains in India and the

Express food courts in various malls and hospitals.

Page 9: Quality Walls

MANAGEMENT

P. L. LAMBA-Chairman

A pioneer in the field of providing quality ice-creams to the people of Delhi, P. L.

Lamba’s journey into the history pages of F&B began back in 1940s, when he set up the

first Kwality restaurant in Delhi’s Connaught Place. With his core business philosophy of

hard work combined with excellent service, P. L. Lamba had a sharp eye on the future of

the business and its growth in the new emerging India. His diligence and foresight for the

business has today created one of the oldest legacies in the Indian food industry, where

today Kwality is a name synonymous with class, world standards and pure delicious

taste. This is P. L. Lamba’s true legacy to his family business – a legacy that his next

generation is ready to take into the future.

Page 10: Quality Walls

SUNIL LAMBA- Managing Director

A man with his eyes set on expanding the company’s core business, Sunil Lamba joined

the family business in 1974 and initiated an era of expansion. Kick-starting the flagship

GAYLORD collaboration between Ghai and Lamba Group, the company established

branches across the globe between 1972 and 1980 in Chicago, Kobe, San Francisco,

Birmingham and Manchester. His big move came in 1995, when the Lamba Group tied

up with Hindustan Lever Limited, who took over the marketing and distribution

operations of Kwality Ice Cream – taking the Kwality brand name across the globe.

In 1999, Sunil Lamba displayed his exceptional relationship management skills by

entering into collaboration with Chopsticks for Chinese food, Colours n Spice for Indian

cuisine and Angeethi-The coal roast bar – making the Kwality Group into a truly multi-

cuisine specialist brand. Under Sunil Lamba’s leadership the Kwality Group today has

expanded operation to Kota, Jammu, Varanasi and Jaipur.

Page 11: Quality Walls

Sunil Lamba’s next big move for the family business came in 1994 and the company tied

up with Brooke Bond Lipton India Limited (BBLIL) and transferred the marketing and

distribution rights to the multi-national giant.

DHRUV LAMBA- Executive Director

He’s the next generation of leadership for the family business. Post a Bachelor’s Degree

in Business Administration from “Les Roche” Switzerland, Dhruv Lamba has taken on

the task of streamlining all company functions and re-organizing company cadres to

implement best business practices within the company.

Under his vision, The Kwality Group has ventured into new age dining concepts like

Tonic, a chic Lounge and Bar offering Continental cuisine tailor-made for the young

generation. Another foray was into Color n Spice - a specialty restaurant creating

exclusive legendary Indian recipes and Angeethi favorite eatery serving coal-fired cooked

snacks. His dynamism and keen sense of what the young generation looks for in fine

dining experience brought the French café chain Bread & More to India, which is now

Page 12: Quality Walls

quite successful in India. A keen sense of what the young people want from the F&B

industry also led him to venture into Express food counters in various malls and

hospitals.

Page 13: Quality Walls

WALL'S ICE CREAM

Wall's is the brand name of Unilever's Heartbrand ice cream business, used originally in

the United Kingdom and also currently (2006) in Hong Kong, China, India, Indonesia,

Jordan, Lebanon, Malaysia, Maldives, Pakistan, Qatar, Saudi Arabia, Singapore,

Thailand, United Arab Emirates and Vietnam.

History

Wall's (Ice Cream) Ltd is the name of the company that for many years, as an

independent and then as a Unilever subsidiary, made and marketed the Wall's brand of

ice cream in the UK. Originally an independent British meat producer, Thomas Wall and

Son Ltd reputedly considered manufacturing ice cream in 1913 to fill in the seasonal

downturn in sales of meat pies and sausages in the summer months, but the advent of the

First World War prevented this. Wall's was acquired by MacFisheries in 1920 and then

(1922) by Lever Brothers Ltd (together with Margarine Union, the founder company of

Unilever). Ice cream production commenced in 1922 at a factory in Acton, London. As

ice cream grew in significance, Unilever split the company into two, T Wall and Son (Ice

Cream) Ltd and T Wall and Son (Meats) Ltd, selling off the meat company in 1994. In

1959, Wall's doubled capacity by opening a purpose built ice cream factory at Gloucester,

England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds Eye

Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the

Page 14: Quality Walls

Gloucester factory was expanded and updated, and the Acton factory was closed

("Project Phoenix" 1983). Unilever continues to use the brand for ice cream in the UK

Whilst remaining (2006) the market leader in the UK in impulse hand held products such

as Cornetto and Magnum, and creative in-home products such as Viennetta, the Wall's

brand faces severe competition from the major supermarket brands and to a lesser extent

from Nestle's ice cream and ice lollies (absorbing the Rowntree's and Lyons Maid

brands), and Mars spin-off ice cream products.

Wall's was introduced in Pakistan at the start of 1995. Soon after its launching Lever

Brothers purchased all assets of Polka Ice Cream, the only large competitor in Pakistan to

Wall's ice cream.

Walls

We believe that people need small moments of pleasure in their lives, treats that make

them smile and lick their lips with delight. Who better to provide this but Wall’s ice

cream, after all with over 80 years of experience making ice cream, we think we’re pretty

good at it!

Making you happy

You can trust the Wall’s brand to provide you with a range of products for all occasions,

from lighter versions and mini sizes, to old favourites. There really is something for

everyone, making it easier for you to enjoy Wall’s ice cream as part of a balanced diet

Page 15: Quality Walls

Some Walls top favourites

Wall’s Soft Scoop

At Wall’s, we like to think we have one of the best jobs in the whole world, making

delicious ice cream for the whole family. Our yummy Soft Scoop is no exception – we

put our passion for great tasting ice cream and over 80 years of ice cream making into

every single tub. Delicious on its own, with toppings or to complement our favourite

pudding, Wall’s Soft Scoop Vanilla and Wall’s Soft Scoop Vanilla Light are both

winners.

Cream of Cornish

We’ve been making Cornish ice cream for over four decades. Our cream of Cornish is a

creamy dairy ice cream which is made with fresh cream and contains no artificial colours.

Wall’s Cream of Cornish is a perfect accompaniment for your favourite desserts: it’s

ideal with a hot apple crumble on those autumnal days, and just as good with fresh

raspberries in the summer sun. And of course, Cream of Cornish is delicious by itself!

We also have a fabulous Kids range, including Twister, Calippo and Mini Milk.

Please see the “Wall’s Kids Range” section for more details.

Nutritional enhancements

However, we don’t just stop there, we think hard about nutrition too, constantly adjusting

our products to make them tastier and better for you by focusing on good ingredients.

Page 16: Quality Walls

What people might not know, is that ice cream can be a better alternative than other

snacks – and not just because it tastes fantastic.

Did you know

Wall’s products are sold in more than 40 countries. The iconic Wall’s heartbrand operates

under different names in different markets (Wall's in the UK and most parts of Asia,

Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands)

In Europe all Walls ice cream products are now clearly labelled with energy, fat,

protein and carbohydrate values.

Wall’s advertised during the second world war with “Keep Cool, Keep Calm”

We invest around €50 million in ice-cream research and development each year,

of which 40% is spent in the health and wellbeing sector

Page 17: Quality Walls

KWALITY WALLS ICE CREAM

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in

1956 became the first company in the country to use imported technology for

manufacturing ice-cream on a commercial scale. As the ice-cream industry exploded in

India, in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there

was no looking back. The Indian consumer market was introduced to “KWALITY

WALLS” – the result of a collaboration between global brand Walls and the leading

Indian ice-cream brand Kwality. Though the two giants eventually parted ways, the

collaboration made Kwality a household name and created deep in roads for the brand in

the consumer market.

Today, Kwality is not just a brand – it is the ice-cream associated with the Indian

summer; it’s the first choice in ice-cream for any child or adult during the scorching

Indian summers. Kwality ice-creams are trusted not only for their rich, creamy flavours,

but also for their trusted quality and nutritious food value.

Page 18: Quality Walls

HISTORY OF KWALITY WALLS

The Indian Scoop

Kwallity Wall’s was launched in 1995 as Hindustan Unilever Ltd ‘s. master brand for ice

creams. With in-depth knowledge of the Indian market and Unilever’s state-of-the-art

technology, Kwallity Wall’s has been delivering superior quality products under its

international brands.

Hindustan Unilever started by merging 6 existing ice cream brands in the country and

then launched Kwallity Wall’s range of ice creams and frozen desserts.

The Global Scoop

← Unilever is the world's biggest ice cream manufacturer, with an annual turnover of

€5 billion

Heartbrand products are sold in more than 40 countries. The Heartbrand operates under

different names in different markets (Wall's in the UK and most parts of Asia, Algida in

Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands)

Page 19: Quality Walls

We believe

In a world of stress, denial, restraint and 'less is more', providing moments of daily

pleasure is still really important for our customers and their families. Moreover, we take

great pride in believing that we are, in a way responsible for putting that smile on the

consumer's face.

Taste the fun side of life

Mention ice cream and most people think of the Heartbrand. The brand with the big red

heart logo is behind many much-loved ice cream classics - from indulgent treats like

Magnum and Cornetto, to the refreshing fruit tastes of Solero and family favourites like

Viennetta.

Making you happy

Few foods are guaranteed to put a smile on people's faces like ice cream. But while ice

cream should always be fun, we've an ever-growing range of lower fat, lower sugar

products. Heartbrand now provides lighter versions for those watching the calories and

smaller sizes for smaller appetites, as well old favourites - there's something for

everyone.

Ice Cream makes you happy - its official!

Page 20: Quality Walls

A study carried out using FMRI brain scanners showed that eating Wall's had an

immediate effect on the part of the brain that is activated when someone is really

enjoying themselves - The pleasure areas .

So we now have scientific evidence to prove what we all already knew, that ice cream

really does make you happy!

We believe that little pleasures in life, at some point, add up to make a huge difference.

Pleasure is not a sin. It is actually oxygen for the soul. We say that because it is a

scientifically proven fact that happy people live longer.

Page 21: Quality Walls

Here are some amazing facts about ice cream:

Nero (37-68 A.D.), The Roman Emperor, is said to have eaten a sort of water-ice.

The Chinese claim that they have been making and consuming Ice Cream since

ages.

Supposedly, Marco Polo (1254 – 1324) carried the Chinese Ice Cream recipes

back with him to Venice.

These were then introduced to the French by Italian chefs retinue of Catherine de¢

Medici when she married Henri II of France.

Royal Ice Cellars were built in Mesopotamia in around 2000 B.C.

These were used to cool wines and foods

During the late 1600s, The French King Louis XIV was known to have feasts

with colored water-ice and liqueurs.

Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de plus admirables

effets de la nature, published in 1674,contained the first recipe for flavored ices.

The Quaker colonists who brought their ice cream recipes with them introduced

ice cream to the United States.

It is said that Ice Cream was regularly consumed by Ben Franklin, George

Washington, and Thomas Jefferson.

During the eighteenth century, the spread of ice pails and cookery books with ice

recipes, almost everywhere around the globe, resulted in the delicacy becoming

more common.

Page 22: Quality Walls

Robert Green, in 1874, is supposed to have invented the Ice Cream Soda, which

took ice cream consumption in America and other parts of the world to great

heights.

The twentieth century saw an explosion of sorts in the popularity of ice cream

owing to availability of cheap refrigeration.

Italian confectioners made Gelato, their own form of Ice Cream, which became

immensely famous due it’s texture and lightness.

During the St. Louis World’s Fair in 1904, cones were used for the first time to

serve Ice Cream.

A chemical research team in Britain came up with the soft ice cream, which had

more air in it. It became immensely popular because of its creamy yet light

texture. Today, it is popularly known as the ‘Softy’ ice cream.

In the 1980s, the older, thicker ice creams made a comeback and were referred to

as ‘Premium’ Ice Creams.

Page 23: Quality Walls

KWALITY WALLS PRODUCT

Almond Praline

The perfect combination of Pistachio & Almond Flavours; with Caramel sauce and

toppings of cashew praline & Almond pieces

Choco Brownie

A sinful combination of rich chocolate, which guarantees long-lasting pleasure with cake

pieces and raisins

Page 24: Quality Walls

Choco Berry Nova

Thick strawberry enrobed with rich chocolate and sugar confectionery. This one is

surprises galore.

Candy Cake Xplosion

Rich butter Vanilla with orange coating on the top and sugar coated confectionery. It just

can’t get any sweeter and richer!

Page 25: Quality Walls

Black Grape Jelly

Bite through the tangy black grape crust to reach the hard jelly beneath. This little stick

sure packs in a double punch!

Twister Zing

Enjoy refreshing raspberry with magical mango rings. It’s the perfect way to beat the heat

this summer.

Page 26: Quality Walls

Fruit n Nut

This is a scrumptious combination of exotic fruits like raisins and nuts. If a tub of this

Selection isn’t sinful, we don’t know what is!

Mocha Brownie Fudge

A mixture of coffee, chocolate fudge and Chocolate brownie!

Page 27: Quality Walls

ABOUT HINDUSTAN UNILEVER LTD

We strongly believe that retailing is gonna be the next big thing in the ice cream industry.

The 'out-of-home' food market is worth Rs. 50,000 crores, and is growing at 25%. To

cater to the Indian consumer's increasing demand for indulgence and pleasure, malls and

multiplexes are mushrooming all over the country.

Be it young or old, be it a 'post dinner dessert' or 'just another moment of indulgence', ice

creams have always appealed to all. Indulging one's self into the the taste-buds-titillating

flavors of tempting ice creams has always been an occasion for celebration. Indulging

will increasingly occupy a significant share of the average Indian's

wallet. What better way to indulge than ice creams?

Kwality Wall's is the market leader in the pre-packed ice cream segment in the country.

When talking about parlors, with our latest venture into the 'out-of-home' segment, we

have a wide variety of them. Today, our parlor channel is one of the largest ice cream

chains in the country. We invite all those who seek excitement in associating themselves

with the best in the country, to be a part of this rewarding venture.

Power of the Heart Brand

Unilever is the global leader in Ice Creams with a portfolio of powerful brands such as –

1. Wall’s,

2. Magnum

Page 28: Quality Walls

3. Paddle Pop

4. Cornetto

5. Ben & Jerry’s

Kwality Wall's, launched in 1995, is the company's master brand for ice cream. Kwality

Wall's has combined state-of-the art technical know-how of Unilever - the global leader

in ice cream - with a deep insight of the Indian market, to deliver a range of superior

quality products under its international brands.

Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also

exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality

Wall's ensures that while each of its offerings is unique in taste and flavour, they are also

accessible to more consumers through breakthrough cost reengineering and value

delivery.

Page 29: Quality Walls

KWALITY WALLS PARLOR

There are over 300 Kwality Parlours in India, which capture consumers with their

delightful range of ice cream flavors and sundaes. These Parlours attempt to capture ‘on

the move’ and ‘out and about’ consumer trends and hence are either exclusive Parlours in

colonies/ residential markets or kiosks at multiplexes, mass malls, etc.

 Area required for opening a Kwality Walls Parlour

For Kiosk/ SIS you will require a minimum of 8ft by 6ft area

For an Exclusive shop you will require a minimum of 150-sft carpet area with at least

10ft frontage.

Investment required for opening a Kwality Walls Parlour

For Kiosk/ SIS you will require between Rs.2 to 2.5 Lacs

For Exclusive Shop you will require between Rs.2.5 to 3.5 Lacs

Page 30: Quality Walls

SWIRL’S

This is a European concept that was launched in 1994 in The Netherlands. Swirl’s now

has over 500 Parlours across the globe. It was launched in India in 2004, and currently

has 51 Swirl’s Parlours. The core concept of Swirl’s is ‘Create your Own’ ice cream.

Swirl’s Parlours attempt to capture the ‘on the move’ consumer trends and are located at

high footfall areas such as malls and shopping centers and are classified under the

impulse range of products.

Area required for opening a Swirl’s Parlour:

For a Kiosk you will require an area of 8ft X 8ft.

For an Exclusive shop you will require a minimum of 12 ft frontage and size of 100-

sft carpet area

Investment required for opening a Swirl’s Parlour:

Page 31: Quality Walls

For a Kiosk you will require Rs.6 Lacs or more

For an Exclusive shop you will require Rs.7 Lacs or more

Page 32: Quality Walls

M A R K E T I N G P R A C T I C E

Kwality Wall's is one of the major brands in the Indian icecream industry. The brand

Kwality icecreams which was one of the first icecream brand of India came in into

existance in 1940. In 1956, the brand which was a local brand began to spread its wings.

In 1995, Kwality Icecreams came into HLL's fold and is now marketed as Kwality

Wall's.

The Indian icecream market is estimated to be around Rs 1500-2000 crore with the

organised market hovering around 600 crore. Kwality Wall's had a market share of

around 40% of this segment. Although HLL and Amul is claiming leadership in the

Indian Icecream market, the fact is that the market is highly fragmented and increasingly

commoditised.

Amul entered the icecream market with a low price that changed the entire dynamics of

the game. Kwality Wall's could not sustain the price competition and withdrew from the

mass market. This has resulted in Amul gaining the market leadership position with

around 27 % and Kwality walls reduced itself as a premium player. ( the market share

figures are terribly confusing ).

With so many players in the market with little differentiation, the market is facing the

issue of commoditisation. Flavour,taste, quality and Branding are the major

differentiation opportunities in this industry. Flavour and product varieties were the route

Page 33: Quality Walls

taken by major players. But flavours/varieties can be easily replicated by the competitors.

Hence the only meaningful differentiation could be the brand.

Kwality Wall's has some of the blockbuster product varieties up in its fold like the

Cornetto, Feast, Viennetta. But could not sustain because the same was imitated by the

competitors.Cornetto became a generic name but HLL could not capitalise on that

popularity.

Amul took the life out of Kwality by positioning itself as " The Real Icecream" since

Kwality is mainly made of vegetable oils.

Kwality Wall's since the onslaught of Amul has faced positioning issues. The brand had

struck a reasonably good positioning as a " Connector of Hearts" . The brand had the

famous tagline " ho Jaye Dil Ka Connection" and some good ad campaigns. But the the

brand began to go haywhere.

The positioning changed and so has the quality of the campaigns.There was no need to

change the positioning. But someone at the company was bored by this.

The recent tagline of Kwality Wall's is " Pleasure Up" which could be mistook for a

tagline for an Aphrodisiac . The ads also could not be viewed with family . When I first

saw the campaign i mistook it for a condom Ad.

The marketers at HLL is totally confused about the brand values , the basic STP and all

marketing fundas. The owners are too obsessed with the dictum " Sex Sells", or they are

too desperate about this brand. While Amul carefully connecting its corporate image with

Page 34: Quality Walls

their icecream brand, Kwality Wall's is repelling its existing customers. Kwality Wall's

should be positioning itself as family brand with quality and variety as its major

strength's. There is also a space for a subbrand in the youth category . The task is to

create an excitement in the market with promotions and new product introductions. But

Kwality Wall's is wasting its money in positioning itself as a " Sexy " brand.

With the whole icecream segment becoming commoditised, it takes lot of careful

strategic brand management to survive. Kwality is facing its worst crisis in its life. It has

to find a platform otherwise, it is going to be out of this market.

Kwality Wall's steps into softy segment

KWALITY Wall's, a division of Hindustan Lever Ltd (HLL), has launched softy ice

cream and has positioned it as a mass market product, according to Mr J.H. Mehta,

Executive Director and Head of the ice cream business.

Mr Mehta told Business Line, that HLL was the leader in the Rs 1,000-crore ice cream

market and this was the first time the company had ventured into the softy segment. Softy

ice cream is dispensed into a cone from a machine.

The softy segment has been dominated by small restaurants and individual outlets. Mr

Mehta said in a large number of cases, the quality and hygiene of ice cream from these

outlets have been suspect.

The company has been test-marketing the product in Chennai for the last four-five

months. The findings of the test market is that there is tremendous growth potential for

Page 35: Quality Walls

this product in the ice cream market. Early market research has also revealed that softy

ice cream, priced at Rs 5, has mass appeal with no barriers of age and cutting across of

social strata.

The company has also developed a tamper-proof wet mix system which ensures no

human contact with the ice cream right from the factory till the consumer gets the

product.

Mr Mehta said most of the local softy production involved mixing liquid milk and water

with a dry mixture at the outlet which exposes consumers to micro-biological risks.

Kwality Wall's softy, he said, used a pre-mixed liquid, that was produced and seal ed at

the factory and was untouched by the operator at the outlet.

Mr Mehta said the company would be rolling out the product in six big towns in the

South and West of India in a year's time. The company plans to have around 45-50 softy

kiosks in Chennai. The company is opting for the franchisee route for its distributi on.

Mr Mehta said this was also a new business model with the company providing the

machinery, training, advertising and quality country and the franchisee providing the

place and personnel. Each outlet is estimated to cost around Rs 6-7 lakh.

The company will be drawing a sample from each of the kiosks everyday to test for

quality, he said.

Page 36: Quality Walls

This may be different from the distribution set-up of the other ice cream products, which

are distributed in grocer's and other retail outlets. The distribution would also be more

economical, Mr Mehta said.

For pre-set ice cream varieties such as cones, cups and bricks, the cold chain has to be

maintained and the products are transported by refrigerated trucks to the outlets. The

ready mix, on the other hand, could be distributed to kiosks with no cold chai n

involvement, Mr Mehta said.

Advertising for the product will be localised and will be kiosk-based to draw traffic to

each of these outlets.

This will again be quite unlike the advertising of Cornetto, Feast and Max, which is

backed by television advertising.

The company is leveraging the strengths of the Unilever group for research and

development, marketing and quality control standards, Mr Mehta added.

Kwality Wall's introduces 'MOO' ice cream

A sweet news to kids who dread their daily milk! Kwality Wall's today introduced

'MOO', a calcium- enriched ice cream with goodness of milk, on the occasion of World

Health Day.

Popular actor Kushboo, who graced the launch function along with her two daughters,

launched the product amid cheers by children and ice cream lovers.

Page 37: Quality Walls

Hindustan Level Limited Category Head(Ice Creams) Sailesh Venkatesan said the

product, a fun combination of vanilla and chocolate, had the goodness of milk and

contained calcium equivalent to one glass of milk.

He said Kwality Wall's products were manufactured with state-of-the-art quality and

safety standards that made it pathogen free, thereby ensuring that it did not cause cold,

cough and sore throat to kids.

With a cow spotted look, adorable cow mascot and rich creamy taste, MOO comes in

various forms -- a 60 ml stick priced at Rs ten and a 900 ml brick priced at Rs 80.

Mr Venkatesan said MOO would be available at all retail stores across India.

Satisfying scoops of delight at the Kwality Walls franchise

The Kwality Walls franchise is a one of the leading providers of ice creams and frozen

desserts in India. The ice cream services franchise was established in the year 1940 by P.

L. Lamba. Today Lamba is the Chairman of the group and the Kwality Brand, which is

now called “Kwality Walls”, is synonymous with ice-cream. The dessert services

franchise currently has over 50% share as a brand leader.

The products have had excellent acceptability by the Indian consumers due to its hygienic

standards and constant high quality. Over the years, the team at Kwality Walls have

succeeded in establishing many business enterprises in ice-cream, bakeries, restaurants,

catering services as well as hotels.

Page 38: Quality Walls

The story of Lamba, the managing director of Kwality Ice cream, is summed up in three

words-enterprise, perseverance and luck. With his modest beginning over 50 years ago,

he has now become the proud owner of a huge and flourishing business in North India.

It was in the year 1994, Kwality Walls entered into collaboration with Brooke Bond

Lipton India Limited which transferred the marketing and distribution rights of the ice-

cream to Kwality Walls. Under Kwality’s “strategic alliance” with Brooke Bond Lipton

India the latter is presently involved with the marketing and distribution of the Kwality

ice creams under the brand name Kwality -Walls.

The scoops of freshly mounted ice served with honey and fruits were hot favourites of

people right from 1 A.D. Today, Kwality Walls tickles the tastes with its platter of ultra-

indulgent flavours.

Kwality Walls hopes to make the `right connection' now

IN a major shift in strategy, the Rs 162-crore Kwality Walls division of Hindustan Lever

Ltd (HLL) will be moving away from its mass-based products, to high-end products, with

a richer, creamier and softer look.

Kwality Walls will also promote itself as a power brand, gathering all its various products

under one umbrella with the recurring "Dil Ka connection" jingle.

With this strategic shift, HLL's ice-cream division hopes to corner a fair share of the

market, which it hopes will help the division turn the corner and reduce the accumulated

losses of the last six years.

Page 39: Quality Walls

Says Mr J.H. Mehta, Executive Director (Ice-creams), HLL, "If you remain with the

same strategy for a long time and it doesn't deliver, there is no risk in changing the

strategy, as long as you are doing some sensible thing."

"This is a major shift from the last five/six years. What we used to do was change

flavours in the Max range, as we were looking at the mass market. This year, we are

trying to bring innovation in a different plane. In the past we were afraid of charging a

price, now we are saying that the product is so good that people will see a value for their

money. What we are trying to bring is more excitement around the category. We did a lot

of packaging change, for a more harmonised look," says Mr Mehta.

"Earlier, we were saying...let's expand the market from two rupees to five rupees for the

mass product, then we realised that we were not cutting much ice. You go to the mass

market, the semi- rural market, it increases fixed costs quite a lot but it doesn't give you

the returns, for the habits (ice-cream eating) are not very large."

But this does not mean that Kwality Walls will phase out the mass product range. "We

will be there, but now our range is from Rs 5 to Rs 125, for all income groups. But we

will be focussing on the high-end market, where the habits and the purchasing power

exists for this kind of portfolio," he added.

Then the visual ads for the various products, be they Super Cornetto, or the Black Currant

sundaes have been emphasising a softer, creamier and natural feel to the ice cream. This

is obviously in reaction to Indian consumer tastes, bred on milky ice-creams from the

local parlours and players and from Amul, Kwality Walls' major competition.

Page 40: Quality Walls

Says Mr Mehta, "What we have done in Super Cornetto is, we have put a sauce inside,

which gives it a softer taste. Similarly in Sundaes, the addition of sauce makes them

softer. The way the rosette is formed on top of the Super Cornetto is softer. All the

launches this month have been creamier, richer and tastier."

"What we brought six years ago, was an European product into India. Over the years, we

have gained consumer understanding and we have been studying the trend. We are

constantly learning and now we're trying to make it more suitable for Indian conditions.

At the same time we have a strong linkage with the global R & D, for instance Vienetta is

completely international."

Then the need to brand Kwality Walls as a power brand came with the overall strategy

that HLL adopted to promote 30 brands. The strategy was not to fritter away advertising

money on too many brands, as the same money could be spent on fewer brands to create

a much better impact. Internally, Unilever cut its focus on some 1,600 brands and brought

it down to 400 power brands.

Says Mr Mehta, "Although Kwality Walls existed as an umbrella brand, we have not

really promoted it as a brand, people would remember a Cornetto or a Max, they would

not connect it with Kwality Walls. The advantage of advertising Kwality Walls, is that

under that we are still advertising Super Cornetto or the others. But Kwality Walls is so

overwhelming that it will create an image for the entire range rather than creating an

image for a few of them. When people say Kwality Walls they should think of ice creams

rather than Super Cornetto or this and that."

Page 41: Quality Walls

With the new strategy, Kwality Walls hopes it will also be able to convert Indian dessert

eating habits from mithais/halwas to icecreams. "In India we have a strong range, a

versatile range of alternate desserts such as halwas and mithai. Any celebration, the first

thing we think of is mithai and not ice-creams. So ice-creams have to come to the top of

the mind recall. That ice-creams are exciting products to eat even at home. People should

eat more sundaes at home than eating gajar halwa or gulab jamun."

Page 42: Quality Walls

CORNETTO (ICE CREAM)

Cornetto is a branded frozen ice cream cone, manufactured by Unilever and marketed

throughout the world under various different company names, but with the same

Heartbrand logo.

Manufacturing

The idea of selling frozen ice-cream cones had long been a dream of ice-cream makers,

but it was not until 1959 that Spica, an Italian ice-cream manufacturer based in Naples

conquered the problem of the ice-cream making the cone go soggy. Spica invented a

process, whereby the inside of the waffle cone was insulated from the ice-cream by a

layer of oil, sugar and chocolate. Spica registered the name Cornetto in 1960. Initial sales

were poor, but in 1976 Unilever bought out Spica and began a mass-marketing campaign

throughout Europe.

Varieties

The product is available in a variety of flavours including Strawberry, Mint Chocolate

and Nut, whilst previous flavours have included Rum & Raisin in the 1980s. Now its

flavours include Lemon, Whippy (Yogurty flavour with a chewy chocolate), Valentine's

day flavours, and Cornetto Soft (soft ice cream that comes in chocolate chip, cookie

dough, vanilla, chocolate, and double chocolate).

Page 43: Quality Walls

Cornetto Soft is sold on the street by vendors and is made on the spot with an ice cream

dispenser, but the other flavours are pre-made and are factory packaged.

Advertising campaigns

The brand was marked by a successful advertising campaign which placed the Italian

song O Sole Mio into a variety of stereotypical Italian locations and situations, with its

lyrics changed to.

Just one Cornetto,

give it to me,

delicious ice-cream, of Italy,

vanilla and strawberry dream,

Give me Cornetto,

from Wall's ice cream.

The adverts ran for ten years during the 1980s and 1990s, and resurfaced in 2006, this

time sung by pedestrians, drivers, office workers and marathon runners in Central

London. To a sizable number of British consumers the alternative lyrics are more familiar

than the original.

The lyrics to "Just One Cornetto" was also adopted by fans of Greenock Morton in the

late 80s and early 90s for reasons which are still unknown. It's still occasionally sung by

fans of the clubs although not as often as it once was.

Page 44: Quality Walls

COMPETITOR’S PROFILE

Amul:-

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted

of impulse products like sticks, cones, cups as well as take home packs and

institutional/catering packs. Amul ice cream was launched on the platform of ‘Real

Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness of its

products gives it a competitive advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and

Delhi in 2002. Nationally it was rolled out across the country in 1999.

It has combated competition like Walls, Mother Dairy and achieved the No 1 position in

the country. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of

HLL, thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its

ever growing range. Currently it offers a selection of 220 products. Amul has always

brought newness in its products and the same applies for ice creams.

Page 45: Quality Walls

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice

Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic

Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.

Amul’s entry into ice creams is regarded as successful due to the large market share it

was able to capture within a short period of time – due to price differential, quality of

products and of course the brand name. For any new player to enter this market, three

things are critical:

Decentralized manufacturing facilities

Efficient cold chain

Growing market

India's Largest Selling Ice Cream

Amul is India's largest selling Ice Cream. Amul Ice Cream has taken the top spot by

replacing Kwality Walls. According to a survey Amul Icecreams are perceived as being

superior on creaminess, taste and price. Amul is also considered to be a family brand

offering a better price. Amul Ice Creams come in following flavours: Vanila, Strawberry,

Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti Frutti, Litchi,

Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break. Amul

is the brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), India's largest

food products marketing organisation. It is a state level apex body of milk cooperatives in

Gujarat which aims to provide remunerative returns to the farmers and also serve the

interest of consumers by providing quality products which are good value for money.

Page 46: Quality Walls

Vadilal:-

Vadilal is one of the major milk and dairy product suppliers in India. The Vadilal

Industries Limited specializes in ice creams. With its diverse range of ice creams, the

brand of Vadilal has captured a substantial share of the Indian ice cream market.

Vadilal Industries Limited started its operation with a simple hand cranked machine.

Since then it has extended its reach in different segments of ice creams. The central office

of the Vadilal group is located in Gujrat. The reasonable price tags and exclusive

ingredients are the main factors behind the huge popularity of the Vadilal Group of

Companies.

The ice cream manufacturing units of the Vadilal Industries Limited come with a daily

production capacity of 1-lakh liters in total. The product list of Vadilal includes 200

different types of candies, cones, cups, party and family packs and bulk packs.

To meet the demand of its huge customer base, the ice cream division of Vadilal

launches one new flavor each month. Vadilal Ice Cream is the first of its kind to initiate

“flavor of the month”.

The Vadilal ice cream range offers a wide variety of milk and dairy products to suit the

tastes of its innumerable customers. The rich cream varieties are ideal for the foodies.

The low fat desserts of Vadilal are meant for those who are going through a restricted

diet. Besides the common flavors like strawberry, vanilla, butterscotch and chocolate, the

Page 47: Quality Walls

Vadilal Ice–Creams offer many other lip-smacking varieties. The Fresh Fruit Fantasies,

Nutty Delights and Romantic Ripples are worth trying

Page 48: Quality Walls

THE THREE STAGES IN CONSUMPTION PROCESS OF

ICE- CREAM

Pre-purchase:- Brand image, Health issues, suitability

Brand image of the ice cream - The consumer considers the kind of image the brand that

he is going to purchase depicts. It has to suit certain status symbol, quality and any other

personal brand requirements that the consumer may have. It is important that the brand

maintains good will, satisfactory to the consumer

Health Issue to ice creams relating-The modern consumer is highly health conscious and

is becoming aware of the rising health issues and its impacts. It is important that the

brand satisfies this need of the consumers and ensures health related gains rather than

loss. About which we will be discussing further in this report.

Suitability – The product should suit the taste, flavor and ingredients that is in line with

the consumer needs and wants.

Purchase:-Price, Environment, Service

Price of ice cream -Price should be affordable and the product should provide money’s

worth in terms of quality, quantity and consumer satisfaction. as kids also form a main

segment of our section a proper care should be given as far as pricing is concerned.

Page 49: Quality Walls

Environment-The environment should be such that the consumer wants to stay there and

spent some quality and quantity time.

Service- The service should be fast so that the customer waiting time should be less and

leads to their satisfaction and results in formation of good brand image.

Post-purchase:- Quality, Satisfaction, Store experience

Quality of ice cream – the quality of the ice cream delivered certainly plays a vital role in

determining whether the customer will re purchase the brand or not. The quality and taste

of ice cream determines the satisfaction level of the customer and hence plays a vital role

in determining his approach towards the product.

Satisfaction from ice cream- well satisfaction is a holistic picture the total experience of

the customer with the brand considering various factors as mentioned above and then

finally arriving at a conclusion saying whether he is satisfied or not from the product.

Page 50: Quality Walls

RECENT DEVELOPMENT IN ICE CREAM

This time companies are coming with concept of Probiotic health and wellness ice

creams and sugar free variants. They are coming with natural flavors like natural

vanilla.

Amul, the market leader in the ice cream space, has already launched Probiotic

health and wellness ice creams and is also offering sugar free variants.

Mother Dairy, a subsidiary of the National Dairy Development Board, has

decided to expand its naturally flavored offerings along with its new packaging.

Some company is looking at adding more natural flavors to its portfolio. The

company is also betting big on fruit juice bars to cater to the growing number of

conscious consumers.

Hindustan Unilever introduced Moo ice cream under the health and wellness

umbrella. Moo, a combination of chocolate and vanilla, is targeted at children and

mothers because of its health credentials -- each stick has calcium equivalent to

one glass of milk.

In the field of marketing and setting up new shops the multinational companies

are targeting big malls and multiplex. They are setting shops in malls and

multiplex in good positions to attract customers. They are spending a lot of money

to setup these types of big shops because they know that the buying capacity of

Indian people is increased very rapidly and most of them are ready to pay the

amount for company’s premium segment of ice-cream.

Page 51: Quality Walls
Page 52: Quality Walls

REFERENCES

WEB

1. http://www.kwalitygroup.com

2. www.en.wikipedia.org/wiki/Kwality_Wall's

3. www.hul.co.in

4. www.kwalitywalls.in

5. www.google.com