Ice Age is launching a new healthy ice cream parlor in Delhi offering fat-free and sugar-free ice cream flavors. It will open 7 outlets initially and aims to capture market share from competitors like Nirula's and Baskin Robbins by offering a healthy product at a low penetration price. Future plans include expanding franchises across Delhi and other cities while gradually introducing more healthy snack and dessert options. The document outlines Ice Age's products, pricing, placement, promotion and marketing strategy as it seeks to establish itself in the growing market for healthy frozen treats in India.
2. THE BEGINNING OF NEW ERA
Indian contribution to the modern world is
absolutely great.
One of the contribution in the desert category”
the kulfi”
KULFI
Kulfi is a popular South Asian, ice cream made with
boiled milk typically from buffalo. Kulfi differs from
western ice cream in that it is richer in taste and
creamier in texture.
3. It is made by boiling milk until it is reduced to
half .then sugar is added and the mixture for
another 10 minutes. Then flavouring with dry
fruit etc. then kulfi is put into moulds and
frozen. As well kulfi is also served with
falooda.
Now , ice age – the healthy ice cream
parlor bring the new generation of ice
cream.
4. QUALITY SEGMENT
Various factor contribute to the quality segment,
such as price ,brand positioning ,product packaging
, quality of ingredients.
There are various variants of ice cream:
•Super premium
it has high fat and it is high quality ingredients
•Premium ice cream
it has low overrun and higher fat content then
regular ice cream.
•Regular ice cream
Sell for a lower price than a premium ice cream
price
5. Company profile
Name: ice age-the healthy ice cream parlor
Date of launch: 1/02/2011
Investment:
Total capital investment required - 20crore
Borrowed capital(loan from sbi bank) - 5crore
Total partner investment - 15crore
6. BUSINESS STRATEGY
Our business strategy will include the
determination of the most beneficial product
market in term of establishing itself in this
new product segment.
7. The model used for preparing the marketing strategy
by ICE AGE Ltd. , in the Indian market
1.Product range
2.Internal analysis
3.External analysis
4.Competitors analysis
5.Environment analysis
6.Marketing strategy
7.Future plans
8.conclusion
8.
9. •The first growth vector will involves gaining penetration with
the existing product-market Ice Age Ltd. will attempt to
attract customers from competitors through its strategic
positioning and will establish strong brand equity.
•The second growth vector will involves product expansion
while staying in the current market. Ice Age Ltd. will then
offer a new product. It will be aimed not only for the existing
market but also for the price conscious segment.
•The third growth vector will apply the same products to the
new markets.
•The fourth growth vector will be to diversify into new
product markets. We shall concentrate on the second growth
vector and study the strategy with respect to the Ice Cream
market.
10. INTERNAL ANALYSIS
During internal analysis the ice age should take care of the following things.
•Raw material requirement
•Power supply
•Labor requirement
•Working force
•Capital
•Working capital
•Internal rules and regulations
•Proper management
•Proper material handling
11. External analysis
Ice Age Ltd.. has decided to enter this market
with the basic idea of tapping the middle and
upper middle class which had established
itself as a huge tapped market in the
perception of a lot of national and
multinational players who were then trying
forages into the Indian market.
12. Competitor analysis
•Consumer mindset-The consumers always have a different
loyalty status for different brands. Sometimes they buy some
brand due to the price or sometimes due to the features.
Studying the consumer’s mindset is of vital importance as
perception of individuals at the buying stage of various
brands is unpredictable and ever changing.
•Market share-market share helps us know the current
market leader and market follower so that our company can
develop an efficient market strategy.
13. swott analysis-the swott analysis help us know the
company having better strength ,more opportunity
on the other hand company having more of
weakness and threats
35
30
25 Nirula's
20
Baskins robbbins
15
10
Gyani's
5 others
0
1st Qtr
The above diagram represents the sales of the famous Ice Cream parlors
in Delhi and their sales before Ice Age entered the market
14. Environment analysis
1. High initial cost - high initial cost includes cost of
product development ,market research ,test
marketing etc. to create awareness and develop
new brand and its expenditure such as
advertisement, free sample and product
promotions. launch cost are as high as 50-100%
of revenue in first year.
2. Market research –it includes problem definitions
, research design, collection of data, field work
,data analysis, report prepare, follow up
recommendation.
15. 3. Brand equity - Brand equity refers to the
intangible asset in the form of brand names. The
consumer's loyalty for a particular brand is due to
the perception that the product has distinctively
superior and consistent quality, satisfies his/ her
specific needs and provides better value for money
than other competing brands.
16. The major problems faced while marketing in the Indian market:
1. Underdeveloped People and Underdeveloped Markets:
The number of people below poverty line has not decreased in any
appreciable manner. Thus underdeveloped people and consequently
underdeveloped market by and large characterize the Indian markets.
2. Many Languages and Dialects:
The number of languages and dialects vary widely from state to
state, region to region and probably from district to district. The
messages have to be delivered in the local languages and dialects.
Even though the numbers of recognized languages are only 16, the
dialects are estimated to be around 850.
3. Different way of thinking: -
There is a vast difference in the lifestyles of the people. The kind of
choices of brands that an urban customer enjoys is different from the
choices available to the rural customer. The rural customer usually
has 2 or 3 brands to choose from whereas the urban one has multiple
choices. The difference is also in the way of thinking. The rural
customer has a fairly simple thinking as compared to the urban
counterpart.
17. • Strengths:
Less fixed cost required
Healthy
No side effects
Less consumption of sugar
Less consumption of fats
Reduces chances of illness like diabetes
Useful for health conscious people
Tasty with health
variety
18. •Weaknesses:
Slightly high in price due to use of special products
•Opportunities:
Introduction of new flavors
Easy in achieving break even point
Prices can be reduced in short run
•Threats:
competition from existing Ice Cream parlors offering
sugar free ice creams
•Trend:
taste and preference of the consumer
good quality packaging so that it attract consumer
19. Marketing mix
Product
Ice Age Ltd… introduces Ice Age Ice Creams –
The Healthy Ice Cream Parlor which brings to you a
new generation of ice creams.
There are many choices in today’s ice cream
case to suit a wide variety of consumers taste.
There is plenty of information on food labels, but
what does it really mean? Where Ice Age does
stands??
Ice cream is a frozen food made from a
mixture of dairy products, containing at least 10%
milk fat.
20. Reduced fat" ice cream contains at least 25%
less total fat than the competitor referenced
product.
"Light" ice cream contains at least 50% less total
fat or 33% fewer calories than the competitor
product .
"Low fat" ice cream contains a maximum of 3
grams of total fat per serving
"Nonfat" ice cream contains less than 0.5 grams
of total fat per serving.
21. Introduction of new product in the market
•Completely fat free ice cream
•98.99% sugar free ice cream
•Eco-friendly
•Healthy
•Zero side effects
•Ice creams for all age groups
•Total health conscious product
•Blend to suite the taste buds with health in mind
•More then thirty Variety of flavors for the first time in sugar free and
fat free concept
22. Top 10 Flavors
1. Vanilla,
2. Chocolate,
3. Butter pecan,
4. Strawberry
5. Punjabi delight
6. Chocolate chip,
7. French vanilla,
8. Cookies and cream,
9. Vanilla fudge ripple,
10. Cherry,
23. Price
The pricing strategy adopted by Ice Age Ltd.
is PENETRATION PRICING because it is a
total new brand, which is entering a
market, which is already facing immense
competition. And breaking this competition
and attracting new requires quality product
at low price. Hence our product will be priced
low which will be economical and will
encourage new buyers. Hence we have
adopted the penetration pricing method for
capturing market share and establishing
ourselves in the market.
24. After considering all the factors i.e. cost
of production, transportation cost, store
charges, etc… and after analyzing this data
the manger coated the price list according to
the material requirement of the product and
the making charges with considering all
other of the store also.
According to our manager the cost of per
scoop of ice cream will Rs. 30 to 50 which
would earn the company a profit of 20% on
cost.
25. After deep research and market
survey it was found out that the
company will meet its break even
point of production within 2 year of
its expected sales of 50000 units
per month.
26. Place
Ice Age Ltd… will be establishing its marketing throughout
Delhi. Ice Age ice creams being an entirely new product in
the market will initially operate only in Delhi till further
expansion.
The segmentation of Ice Age ice creams is done on
the basics of “Demographic segmentation” and
“psychographic segmentation”. Keeping this segmentation
in mind the management has taken steps to open its shops at
the following places in Delhi:
27. •Rajori Garden
•New Delhi railway station
•Select City, Saket
•Connaught place
•South campus and north campus
•Kashmiri Gate metro station
The main production of all the products will
be done at the main unit based at “Azad
market” and then will be transported to all its
shops at different places all over Delhi.
28. Promotion
We will give all the retailers/direct-dealers a good
profit margin than our competitors are providing
them but not at the initial stage because we are
focusing to attract our target market using
diversified means of promotions and advanced
technology to our customers at reasonable price.
We will also give them incentives for vouching for
our product at a later stage as we settle down in the
market. Hence we have decided not to go for push
promotion strategy at present but instead we have
decided to go for pull promotion strategy.
29. •Television advertisements: Advertisements to
promote and market our product will be shown on
leading television channels. Major music and family
channels will promote Ice Age Ice Creams as they
will reach out to the youth as well as all age groups.
Star, Zee, Sony , Doordarshan, M Tv etc will be our
main promoters.
•Radio: Radiois the medium with the widest
coverage. Studies have recently shown high levels
of exposure to radio broadcasting both within urban
and rural areas, whether or not listeners actually
own a set. Many people listen to other people's
radios or hear them in public places. So radio
announcements will be made and advertisements
will be announced on the radio about the product
features and price, qualities, etc.
30. •Print Ads: Daily advertisements in leading
newspapers and magazines will be used to
promote the product. Leaflets at the initial
stage will be distributed at railway
stations, malls, college areas and various
other locations.
•Workshops and seminars: Workshops and
seminars will be held in colleges to make
people aware about the company and
product features, its affordability and vast
distribution network.
31. •Banners: Hoardings, banners, will be
displayed at clubs, discs, outside theatres
and shops to promote our range of flavors.
•Booklets and pamphlets: Booklets will be
kept at ice cream parlors for the customer to
read. These booklets will provide information
about our company; the products offered
which suits the customers need according to
their taste.
32. Future Plans research and market survey it
After deep
was found out that the company will meet its
break even point of productionconcept in the
Ice Age Ltd… is a entirely new within 1 year
of its expected sales of 50000 units perthis
segment of frozen deserts, because of
month. the management has decided that
reason
currently there would only be 7 outlets of the
companies ice cream parlor through out
Delhi. As the company progresses in 10 to 12
months the management has lots of plans
about the future expansion of the healthy
eating concept through-out state, through-
out the country and then through-out the
world…..
33. •Give franchise to reputed dealers through-out
Delhi.
•To merge with “ Big bazaar” and open our ice
cream outlets at all Big bazaar outlets.
•To slowly start a manufacturing unit first in
Mumbai, Goa, Madras, Poona and Calcutta.
•Slowly capture all aspects of healthy eating i.e.
introduction of healthy
snacks, juices, sweets, cakes, chocolates, etc….
•One of the dreams of the company of Ice Age Ice
Creams is to spread the concept of healthy eating
through-out the S.A.A.R.C countries.
34. conclusion
In today’s world of ice creams Nirula’s, baskin and robbins, Gyanis
ice cream etc… are the leading ice cream parlors in Delhi. Their
combined sale figures through-out the month is about 1,50,000
units.
Ice Age ice creams being on a starting stage, will have a
good advertising strategies, sales promotions, offers to attract
more customers and to make them more familiar to our brand.
Due to our new technique of production and distribution, even
after entering the market on platform basis and investing more on
the special inputs our cost nearly 5% more than the cost of our
competitors, but with the concept of healthy eating we accept our
sales to be around 50,000 to 60,000 units per month.
35. Due to our special fat free
and sugar free ice creams
all age groups will be able
to enjoy the same old taste
of ice creams but with
great care of health.
