final ice cream ppt
Post on 07-Apr-2015
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I SCREAM
YOU SCREAM
WE ALL SCREAM
FOR
GROUP MEMBERS
SANDEEP DUBEY (22)
PRADEEP GUPTA (32)
SHRADDHA KANASE(41)
DHANANJAY PAL (49)
RAJESH RANJAN (54)
RAVINDRA SOLANKE (58)
DAIRY QUEEN
Highlights
The Global Ice Cream market covering 53 countries, increased between 2001-2006, growing at an average annual rate of 2.8%
Global ice cream market
• The ice cream industry in India is worth Rs. 2,000 crores• Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market
Indian Ice Cream Market
Competitors
• In 2008-09, in the ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
Competitor analysis
TARGET AUDIENCESTUDENTLOCAL PEOPLECOMPULSIVE
PERSONALITY PEOPLE
CUSTOMERS’ PROFILE FOR ICE-REAMS
Demographic ◦Age : 10 to 20 yrs ◦Income per month : 500 per month◦ Education : Up to degree college◦Occupation : student
Psychographic ◦ Lifestyle : school going children
◦ Buying Behavior : Attractive, colorful, sweet
◦ Personality : compulsive, authorial
Demographic ◦Age : 25 to 50 yrs ◦Income per months: 20,000 per months◦ Education : Post graduate, Professional
◦Occupation : Employed, businessman
Psychographic ◦Lifestyle : Outward oriented
◦Buying Behavior : Health conscious
◦Personality : Ambitious
ADULT CUSTOMER’S PROFILE
MARKET MIX4 PS OF MARKETING
1. Product
2. Price
3. Place
4. Promotion
PRODUCTS
Mellorinewith vegetable
fat substituted for milk fat
Sherbet1-2% milk fat
and sweeter than ice cream
an ice cream which is very low in fat content and has probiotics.
Probiotics are a live, beneficial culture, which when administered in adequate amounts, confer a beneficial health effect on the host.
They help in digestion, improve the immune system, make the bones stronger.
Probiotic Ice Cream
Coconut Kulfi
Soy milk has more protein, half the fat, slightly less calories and significantly more iron than whole cow's milk.Soy is a superior source of vitamin E, which according to the National Institutes of Health benefits the heart, circulation and skin
PRICEType of Ice cream Quantity Price
Family pack 1.25ltr Rs.130
1.25 liter Rs.150
cone 50 ml Rs.10
150ml Rs.20
Cups 50ml Rs.10
100ml Rs.15
Cassata 150ml Rs.25
Ice cream cake 500 gm Rs.225
Prolife Probiotic 125ml to 1.25ltrs Rs.15 to 130
Prolife sugar free 125ml to 1.25ltrs Rs.20 to 150
PLACE VILE PARLE (near sathye collage)
KANDIWALI (near thakur collage and thakur cinema)
Where do I sell?The best way to be successful is try to become a part of the community where you are selling. Find out about baseball, softball or soccer game times. Show interest in the games. If a team knows you are a fan of them and support them then they may support you. When you are selling talk to your customers. Find out what other activities they do.
Having car dealerships and industrial areas as regular stops is good since even on cloudy days you can still get business from them. The more you drive around a neighborhood the more you learn.
PROMOTIONDiscount coupons Free samples of ice cream (in schools &
colleges)Sponsoring school functions & college
festivalsPrinted t-shirtsBanners in school, college & corporate
canteens Online Promotion
Advertisement
Buy One Get One Free!
Loyalty Programs
Personal relation
Seek to become a part of the communitysome ideas to promote your business
through Personal relation.get involved with local charities
send a press release of your store opening to all the local media outlets, newspaper, TV, radio, etc.
send a free ice cream cake to the local radio station for a local DJs birthday (you might get an on air mention)
sponsor a school ice cream party teach classes on making ice cream sponsor a bike race create a new holiday-inspired flavorShops at sports place.
MESSAGE DESIGN
THERE IS ACTUALLY MORE TO AN ICE-CREAM,DAIRY QUEENICE-CREAM.
WHEN DO THEY LOVE EATING ICE-CREAM?
73%
4%
23%
WINTER
SUMMER
ANY SEASON
PACKAGING
• Freeze the ice cream quickly in a well-maintained barrel freezer
• Avoid temperature fluctuations during storage and distribution - Importance of low, constant temperatures - Avoid mishandling at all stages
73%
4%
23%
DISTRIBUTION
53%
6%7%17%
17%
USP
• Alternatives made from soy milk, rice milk, are available for those who are lactose intolerant or have an allergy to dairy protein, or in the case of soy and rice milk, for those who want to avoid animal products.
30%
5%
32%5%
8%
20%
Sr No. Select Product Pack Size Max. Retail Price No. of packs Required Total Price Rs.
1 Amul Exotica Choco Bliss Dark Sensation 1 Lit. (540 g) Rs. 150
2 Amul Exotica Binge Roasted Almond 1 Lit. (540 g) Rs. 150
3 Amul Exotica Choco Bliss Choco Chips 1 Lit. (540 g) Rs. 150
4 Amul Exotica Fruit Salsa Santra Mantra 1 Lit. (540 g) Rs. 130
5 Sundae Surprise Mixed Fruit Treat 750 ml (405 g) Rs. 100
6 Sundae Surprise Choco Caramel 750 ml (405 g) Rs. 100
7 Double Sundae Kesar-Badam & Choco-Almond 750 ml (405 g) Rs. 100
8 Double Sundae Kiwi Fruit & Passion Fruit 750 ml (405 g) Rs. 100
9 Sundae Magic Chocolate 750 ml (405 g) Rs. 85
10 Sundae Magic Strawberry 750 ml (405 g) Rs. 80
11 Masti Kulfi with Ice Cream Scoop Free 2x500ml (270 g) + 2 scoops Rs. 170
12 Very Very Strawberry Cake 750ml (503 g) Rs. 110
13 Choco Delight Cake 750ml (503 g) Rs. 110
14 Cake Magic 1 Lit (798 g) Rs. 200
15 Cassatta 10 slices x 150ml (100 g) Rs. 250
16 Vanilla with Chocolate Sauce 2x 500ml (2x 270 g) Rs. 120
17 Chocolate 2x 500ml (2x 270 g) Rs. 130
18 Shahi Anjir 2x 500ml (2x 270 g) Rs. 130
19 Shahi Anjir Premium 1 Lit. (540 g) Rs. 150
20 Vanilla with Chocolate Sauce 8 x 80ml (43g) Rs. 104
21 Chocolate 8 x 80ml (43g) Rs. 120
22 Shahi Anjir 8 x 80ml (43g) Rs. 120
23 Fruit 'n' Nut Fantasy 2.2 Lit. (10% Free) (1.19 kg) Rs. 170
24 Alphonso Marvel 2.2 Lit. (10% Free) (1.19 kg) Rs. 160
25 Chocolate Passion 2.2 Lit. (10% Free) (1.19 kg) Rs. 160
26 Butter Scotch 2.2 Lit. (10% Free) (1.19 kg) Rs. 160
27 Two in One 2.2 Lit. (10% Free) (1.19 kg) Rs. 135
28 Vanilla Royale 2.2 Lit. (10% Free) (1.19 kg) Rs. 135
29 Spanish Saffron with Cream Balls Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180
30 Kesar Pista Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180
31 Raj Bhog Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180
32 Shahi Anjir Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 170
33 Fresh Litchi Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 160
34 Fruit Bonanza Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 150
35 Chocolate Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 140
36 Alphonso Mango Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 130
37 Butter Scotch + Prolife Vanilla Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 130
38 Green Pista Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 120
39 Pineapple Masti (New!) 1.25 Lit. (25% Extra Free!) (675 g) Rs. 125
40 Chocochips 1.25 Lit. (25% Extra Free!) (675 g) Rs. 130
41 Butter Scotch 1.25 Lit. (25% Extra Free!) (675 g) Rs. 120
42 Must Melon (New!) 1.25 Lit. (25% Extra Free!) (675 g) Rs. 100
43 Strawberry 1.25 Lit. (25% Extra Free!) (675 g) Rs. 90
44 Vanilla Royale 1.25 Lit. (25% Extra Free!) (675 g) Rs. 90
45 Chocolate 5 Lit (25% Extra Free!) (2.7 kg) Rs. 450
46 Butter Scotch 5 Lit (25% Extra Free!) (2.7 kg) Rs. 450
47 Strawberry 5 Lit (25% Extra Free!) (2.7 kg) Rs. 320
48 Vanilla Royale 5 Lit (25% Extra Free!) (2.7 kg) Rs. 320
49 Frostik 16 bars x 70 ml (50 g) Rs. 320
50 Chocobar Cracklers (New!) 16 bars x 60 ml (42 g) Rs. 240
51 ProLife Chocobar 14 bars x 60 ml (42 g) Rs. 210
52 Mango Dolly 14 bars x 60 ml (50 g) Rs. 168
53 Raspberry Dolly 14 bars x 60 ml (50 g) Rs. 168
54 Chowpati Kulfi 10 bars x 60 ml (70 g) Rs. 150
55 Royal Choco Chips (New!) 9 cons x 120 ml (72 g) Rs. 225
56 Royal Butter Scotch (New!) 9 cons x 120 ml (72 g) Rs. 225
57 Chococrunch 9 cons x 120 ml (72 g) Rs. 198
58 Butter Scotch 9 cons x 120 ml (72 g) Rs. 180
59 Ice Cream Insulated Carry Bag 1 unit Rs. 40
Total
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Check whether adequate supply of Dairy Queen ice cream are reached from distributors to retailers.Check sales level on monthly basis.Check whether steps taken are implemented properly on time
EVALUATION
THANK YOU
ANY
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