Top Story

e4m_logo.png

Home >> Marketing >> Article

Ice-cream War Hots Up: HLL refutes Metro Dairy’s claim

15-June-2002
Font Size   16
Ice-cream War Hots Up: HLL refutes Metro Dairy’s claim

Value or volume? Kolkata’s ice-cream lovers got some summer training in marketshare jargon, with multinational Hindustan Lever Ltd seeking to melt upstart Metro Dairy’s claims of having emerged as the number one here.

Metro Dairy, yesterday announced that it had grabbed a 44.1 per cent share of the total ice-cream volume in April 2002.

Quoting an ORG-Marg retail store audit, Metro said that it had upstaged HLL’s Kwality Walls. According to Metro, Kwality Walls had a share of 30.2 per cent, Rollick 8.8 per cent, Amul 5.8 per cent, and Big Ones 3.8 per cent.

Metro’s claim attracted sharp reactions from all players. The spokesman for HLL quoted from the same ORG-MARG study to claim that it is still the leader in Kolakata by value, in April 2002, with 41.8 per cent. Metro, HLL said, had a share of only 33.9 per cent.

The survey, conducted by ORG-Marg for the month of April 2002 in the Kolkata region, states that 4.29 lakh litres of ice-creams were retailed in the region during the period.

Metro claimed that it became the No. 2 brand here within a year of its launch, with a marketshare of 35.5 per cent. The growth continued, leading to April’s upset.

Amul, the latest entrant, said the ORG MARG audit is not a “true” indication of its performance.

Source: Financial Express

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow