Supply Chain Innovation at Geddy’s

Geddy`s Make ice-cream with right ingredients in the artisan way.

-Found 2010 Bangalore-Retail Franchise-Provide high quality ice-cream

Outline

Ice Cream Industry in Indian

• Seasonal Demand• High Growth • Frozen Desert

Geddy’s Ice Cream

• Authentic ice-cream made with right ingredients in the artisan way

• Regional Player• Manufacturer and Distributor• Current Objective

Five Forces Analysis

• Threat of Substitute• Threat of New Entry• Power of Supplier• Power of Buyer• Rivalry

SWOT AnalysisStrengthHigh QualityWell-trained EmployeeProduct DifferentiationWell-established Distribution

OpportunitiesPotential Market GrowthBackward IntegrationMarketing Campaign

WeaknessPremium PricingCost InefficiencySupplier Quality Issue

ThreatsNew EntrySubstitutesStrong Local Competition

Strategy to increase Sales

• Marketing technics to increase sales on peak-season

0 2 4 6 8 10 12300

500

700

900

1100

1300

200

400

Week

Wee

kly

Profi

t (1

00 R

upee

)

Tota

l Wee

kly

Sale

s

Weekly Profit (100 Ru-pee)

Total Weekly Sales

Reasons for Target High Margin not increase profits

• ABC Analysis– Our most profitable products come from the low

margin products

We have continuous “Stock out ” when using Target Level for Top Margin policy

Targe

t Serv

ice Le

vel Policy

Scaled

Stocki

ng Lev

el Policy

Common Servi

ce Lev

el

Targe

t Leve

l for T

op 3 Marg

in

Targe

t Leve

l for T

op 2 Marg

in

Targe

t Serv

ice Le

vel Policy

0

200

400

600

800

1000

1200

Avg. Week profit vs. De-sea-sonalized avg. Week profit

Average Week profitDe-seasonalized av-erage Week profit