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MAULANA AZAD NATIONAL INSTITUTE OF

TECHNOLOGY BHOPAL




A SEMINAR ON
STUDY OF MARKETING STRATEGIES OF TOP N TOWN IN
BHOPAL

SUBMITTED BY: - GUIDED BY -
SUHAIL MOHAMMED DR. HERGOVIND SINGH
SCH NO.-122103122 ASSISTANT PROFESSOR
MANIT BHOPAL
.


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STUDY OF MARKETING STRATEGIES OF TOP
N TOWN IN BHOPAL .
**DR.HERGOVIND SINGH,
(ASSISTANT PROFESSOR
DOMS, MANIT BHOPAL)
*SUHAIL MOHAMMED
DOMS STUDENT,MANIT







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BONAFIED CERTIFICATE


This is certifying that the project report entitled STUDY ON MARKETING STRATEGIES
OF TOP N TOWN IN BHOPAL submitted by Suhail Mohammed (122103122) to
MAULANA AZAD NATIONAL INTITUTE OF TECHNOLOGY BHOPAL in partial
fulfillment of the requirement for the award of the degree of Master of Business Administration
is a record of bona fide work carried out by his under guidance. The project fulfills the
requirements as per the regulations of this institute and in my opinion meets the necessary
standards for submission .The content of this report have not been submitted either in part or in
full , for the award of any other degree or diploma in this institute.





Guided by
Dr. Hergovind Singh
(Assistant Professor)
DOMS,BHOPAL



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DECLARATION


I am very well aware to the ethics and guidelines one has to follow while working on a project in
a disciplined manner.

Being aware of a project regarding its factually and authenticity has tried my best to perform my
task.
All the information mentioned here throughout the project is true to the best of my knowledge,
and I declare it as true and the collection made through my own personal observation and
experience.
The theoretical part is gathered from various websites.


Candidate signature
Suhail Mohammed
(122103122)


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ACKNOWLEDGEMENT


This is to acknowledge all those people who have helped me in preparing this project report.
I would like to give my sincere thank to respected Dr. Hergovind Singh from MANIT, Bhopal
for his valuable support and guidance. I would like to thank all the teachers of department of
Management of MANIT, Bhopal for their valuable thoughts, encouragement, guidance help and
support that had helped me to complete this research report successfully.


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PREFACE


The researches provide an opportunity to the student to demonstrate application of his/her
knowledge, skill and competencies required during the technical session. Research also helps the student to
devote his/her skill to analyze the problem to suggest alternative solution, to evaluate them and to provide
feasible recommendation on the provide data.
The project report is on STUDY ON MARKETING
STRATEGIES OF TOOP N TOWN IN BHOPAL Although I have tried my level best to
prepare an error free report, every effort has been made to offer the most authenticate position with
accuracy.

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ABSTRACT
To be able to decipher which will benefit your company the most you must understand that it is
necessary to consider the 4 Ps of marketing namely: price, product, promotion and place
(distribution). These are the key elements to ensure that you reach and attract the interest of your
target audience. There are various ways in which to incorporate the 4 Ps in your business plan.
Initially it is best to evaluate the successes of other companies in the same field of interest. This
Pwill save you time and money on initiating a particular plan or strategy that has been a sure
failure by another company. All the marketing strategies are based on right mix of 4Ps, only
those can be ahead which has the right marketing strategies because it increases the chances of
better market penetration with proper utilization of resources. TOP N TOWN is presently
considered as the leading ice cream manufacturer in Bhopal. This study is purely based on
secondary data to study the different strategies of TOP N TOWN,
Keywords: TOPN TOWN, Product, Price, Place (Distribution) and Promotion.













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INTRODUCTION
1.ABOUT THE COMPANY
1.VISION
To make Top N Town the first choice of the customers and employees, by setting high
standards in taste, service delivery and price.

2.MISSION -
o To deliver the ultimate ice cream experience to our customers by
Staying true to our commitment of providing best-in-class ice creams & desserts made
from healthy and premium ingredients
Delivering our prompt services, world-class dcor, and a selection wide enough to meet
each individuals need
Constantly delighting our customers to ensure that they keep coming back for more
o To be a great place to work where people are inspired to be the best they can be, by
encouraging creativity and innovation.
o To be a true leader in thought and action and ensure that all stakeholders in our business;
whether large or small; cherish and value the relationship.

VALUES-
o Live Quality
o Passion for Excellence
o Encourage Innovation & Creativity
o Fairness & Integrity
o Adherence to Regulatory Environment



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3. HISTORY OF TOP N TOWN
Top N Town has been spreading smiles and sweetness for over forty glorious years now. What
started in 1970 in Bhopal as an ice cream brand by Late Shri Balchand Kukreja, has today
become a reason to celebrate life for millions across the country. The business was taken ahead
by his five grandsons, known as Ramani brothers, who made the journey towards success creamy
smooth with their vision, perseverance, networking skills and most importantly, their love for ice
cream. And the rest, as they say, is history. Today, with 200 exclusive parlors and more than
10,000 retail outlets, Top N Town scoops out lip-smacking variety of 100% vegetarian ice
creams, sundaes, sorbets, shooters and shakes in eight states Chhattisgarh, Maharashtra,
Rajasthan, Punjab, Orissa, Uttar Pradesh, Madhya Pradesh and West Bengal.Acknowledging
health concerns of its customers, Top N Town also pioneered the production of low fat and sugar
free ice cream in Central India. To supply fresh products across all states, the Company has
plants at Bhopal and Durg (Chhattisgarh) with a combined production capacity of 1,00,000 liters
a day.Keeping with the times and changing tastes of customers, Top N Town, as an ice cream
brand has come a long way. Fast moving ahead with its path-breaking innovations, strategic
roadmap and fruitful partnerships, Top N Town is all set to become India's most loved ice cream
brand, a delicious treat that will be savored by people of all age groups.
2.MARKETING STRATEGY
Marketing strategy is defined by David Aaker as a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-
term activities in the field of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contributes to the goals of the company and its marketing objectives.





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REVIEW OF LITERATURE
1. The Indian Ice Cream market is one of the fastest growing sectors amongst the Indian
food market, posting a CAGR of 9.1% in the period 20072012; it is further expected to
increase to a 17.6% CAGR during 20122017.Amongst the Ice Cream categories, Take-
Home Ice cream has witnessed the fasted growth n the fastest at 9.4% CAGR during
20072012, and it is expected to show a higher growth of 17.9% CAGR to 2017, driven
by its increasing acceptance as a food product that is eaten at home with the family.
Impulse Ice Cream, which is the highest selling category, grew at a CAGR of 9.3%
during 20072012, and is expected to increase to 17.7% CAGR for the period 2012
2017, according to leading consumer specialist Canadeans latest report: The Market
Focus: Trends and Developments in the Ice Cream Sector in India.

2. One, Indias ice-cream market, estimated at Rs 2,500 crore, is growing at an annual rate
of 18 per cent. Of this, about Rs 1500 crore is controlled by organised players Amul,
with annual ice cream sales of close to Rs 400 crore, is the market leader; while Vadilal is
second with Rs 300 crore of revenues. But, competition is getting fierce, with regional
brands like Nagpurs Dinshaws and Bhopals Top n Town trying to eat into their
business.



















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RESEARCH METHODOLOGY
1. DATA SOURCES
The data source is purely secondary in nature and the knowledge has been obtained only through
various articles available on various websites and website of company itself.
2. RESEARCH OBJECTIVES
The objective of this research is
1 Find out the marketing strategies of TOP N TOWN in Bhopal.
2 To checkout the marketing mix strategies of TOP N TOWN
i) Product
ii) Price
iii) Distribution
iv) Promotion















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PRODUCT STRATEGY

Product is anything that can satisfy human needs and wants. The product is a combination of
tangible and intangible aspects of the products offered by the manufacturer to the customers. It
can be defined as a bundle of satisfactions and dissatisfactions offered by company to the
customers at a point of time. Product strategy of TOP N TOWN is fulfill the need of dairy
product of people specially ice-creams and cakes. Presently company is offering 9 different
products category for serving ice-creams. They are namely as follow
i) Magic Cones (8 flavors)
ii) Bars (13 flavors)
iii) Shakes (2 flavors)
iv) Scoops (40 flavors)
v) Sundeas (3 variant)
vi) Sugerfree (2 flavors)
vii) Naturals (5 flavors)
viii) Pick n go (11 flavors)
ix) Ice cream cake (3 flavors)


PRICING STRATEGY
The price is the amount a customer pays for the product. It is fixed after considering various
factors such as market share, competition, material costs, product identity and the customer's
perceived value of the product. The business may increase or decrease the price of product if
other stores have the same product. The price decision is very sensitive and for that special care
is to be taken to get the competitive edge. Price of ice cream varies from Rs 5 to Rs 400-500.
Kewara kulfi is price minimum Rs 5 and ice cream cake price has the maximum price of Rs
400-450(Max).


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PLACE (DISTRIBUTION) STRATEGY
Distribution strategy of a firm is a plan created by the management of a manufacturing business
that specifies how the firm wishes to transfer its products to intermediaries, retailers and end
consumers.
To increase market share and availability of product TOP N TOWN adopted following
distribution strategies.
i) Manufacture to Customers through own parlors.
ii) Manufacturer to retailer to customer.

PROMOTION STRATEGY
The promotion includes all communications a marketer used in the market for his products and
services to create awareness, to persuade the customers, to buy and retain in future also. For
improvement in the position of sales or progress of business this method is used. The message is
given to target group regarding the features and benefits of the products or services. Without
communication, the features, benefits and schemes would not be known to the customers and
objectives of launching of products or services and increasing sales would not be completed.
When communication creates awareness then only the interest would be created and customers
would take the decision for buying. For promotion different methods of communication can be
used.
The company has taken help of all the promotional tools
like radio, print media, Posters and Banners, Events.
Radio-Promotion through various radio stations like MY FM,BIG FG,RED FM,RADIO
MIRCHI.
Print media- Advertisement in daily news papers like DAINIK BHASKAR,PATRIKA RAJ
EXPRESS
Posters- Different posters and Hoardings in various place.

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LIMITATION OF STUDY-
1. Study is based on individual own perception.
2. Study is based on secondary data only.



CONCLUSION-
The TOP N TOWN has a huge market share in Bhopal and has left no stone unturned to satisfy
the customers. It has ice cream in various packaging sizes and flavors. In spite of rising input
costs, the company tries their best to keep prices down which tends increase customer
satisfaction.















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REFERENCES-
1) http://www.business-standard.com/article/companies/india-s-no-2-ice-cream-maker-heads-
north-112053000060_1.html
2) http://www.rnrmarketresearch.com/market-focus-trends-and-developments-in-the-ice-cream-
sector-in-india-market-report.html
3) http://en.wikipedia.org/wiki/Distribution_(business)
4) http://en.wikipedia.org/wiki/Marketing_mix
5) http://www.topntown.com


**CARG means Compound Annual Growth Rate. And this type of growth only makes you
investment bloom over the period. This gives an investor an idea about the rate at which a
particular investment has grown. It may be negative if the value of investment has diminished
over a period of time. Essentially, it is the rate of return on any particular investment.