natural ice cream
TRANSCRIPT
SINCE 1984
Natural ice cream began its journey in 1984 as a small initiative but in 2006 its probability has reached to Rs 1.4 crore.Its founder is K.S. Ramanath
HISTORY
Ups and downs in Kamaths schools life Split with his brother and their business A new beginning
CHALLENGES
Difficulties in the process Lack of education Innovating and introducing new flavors Competition with other ice cream brand
INDIAN ICE CREAM MARKET
Segmentation of ice cream market Major Brands
SWOT ANALYSIS
STRENGTHS:
Low price among all the branded ice creams Innovative and unique 100% vegetarian keeping in mind the sentiments of
Indian people No preservatives and fresh Creamier & richer taste
WEAKNESS
No promotional activity only word of mouth publicity. Hand made manufacturing process. Limited to the cities of Maharashtra and Gujarat. Perishable within 10 days. Awareness about this brand only among young
people
Opportunities:Expansion strategy.
Experimenting with new& unique flavours.
THREATS:Domestic competitors-
Kwality Walls, Amul ,& mother dairy.
Foreign competitors-Gelato Vinto , Amore , Baskin
RobbinsUnawareness about the brand.Maintaining the taste of the ice-
cream.
INVOLVEMENT OF 4P’S
Product Quality – denser, creamier and richer Product Variety – many flavours Feature – 100% Veg Warranties – 10 days of expiry Services – good ambience , courtesy
and home delivery
Price
List price - 28 Rupees per scoop and 5 rupees for waffle cone
4P’s
Promotion Public Relation- Listens to
all the suggestions given by the customer
Advertising and sales promotion – Mouth publicity
Place Transport – company has
many branches in the cities of Maharashtra and Gujarat
Locations – Situated in malls Coverage – In cities like
Mumbai , Nasik , Pune and Ahmedabad
Segmentation Variables For Consumers Of Natural Geographic: Region – West City – Class1
Demographic: Age – 12 to 34 yrs Income – middle , upper middle and high Education and Occupation = S.E.C. i.e. A1,A2 , B1 , B2
SEGMENTATION
Psychographic:
Culture and health oriented
Behavioural: Occasions-special and regular Benefits-Quality and services Usage rate-light Readiness stage-aware and informed Attitude towards product- Positive
TARGET , POSITIONING & DIFFERENTIATION
Target: Traditional & Fruity ice cream lovers Positioning: Fresh natural & fruity ice cream Differentiation: Unique taste, exotic fruity flavours
RECOMMENDATIONS
Company should go for expansion strategy by adopting various techniques-Franchising For faster expansion, better penetration Less investment ensures more management focus on key areasCollaboration Company can do tie-up with various fast food chains