I cream
- 2. scoopscream, scream, scream for Scoops ice crea
- 3. Vision statement: “To provide a place with lifetime experience and rich taste and be market leader” Mission Statement: “We provide ice cream to customer of all ages in variety of seasonal, non-seasonal and other flavors”
- 4. SUMMARY • We are providing healthy ice cream to all age groups especially to teenagers and college students in lots of flavors. Specifically we are targeting middle class and upper class. We are advertising mostly through print ad campaign and sometimes through radio to capture large audience in lowest possible cost. We will not involve any intermediary and deal with our customers directly. We try to position ourselves as courteous, loyal, sincere and environmental friendly people. With the expansion of our business we may plan and implement some changes in our ice cream .
- 5. PRODUCT • Ice Cream Cones Chocolate Ice Cream Cones Ice Cream Cones • Flavored Ice Creams Strawberry Ice Cream Creamy Mango Ice Cream Ice Cream Bricks Chocolate Flavor Ice Cream Butter Caramel Ice Cream Butterscotch Ice Cream Choc-bar Ice Cream Coffee Ice Cream Vanilla Flavor Ice Cream
- 7. SEGMENTATION • Geographic The Scoops Ice- cream is focus mainly on Cities. • Demographic Scoops Ice-Cream targets to every age group “because everyone scream for ice- cream’’ • Psycho-graphic The mentality of people towards Ice- cream is different. • Behavioural Ice-cream is be have in every occasion. “happy time, fun time, lunch time lets have ice-cream
- 8. TARGETING
- 9. POSITIONING
- 10. DIFFERENTIATION
- 11. MARKETING MIX Product • Product Variety: A wide range of dairy ice creams and frozen desserts. • Quality: Premium ice cream rich in calcium which is fresh every time. • Design: Includes ice pop, choc bar, dairy ice cream and pop sickle. • Features: Made from fresh milk and cream and high in nutrition. • Packaging: High quality and eye catching packaging. Packaging colour ranges from red, blue, yellow, orange and green. Packaging is colourful in order to attract children. • Sizes: Sizes include 1ltr, 2ltr, and half litre for dairy ice cream. Choc bars & soft serve ice-cream are of different sizes as well. • Service: Satisfying the dessert needs of the population in the best possible manner and delivering quality every time to the consumer. • Returns: Only in the case when ice cream is expired.
- 12. PRICE • List Price: Price varies for different ice creams. Depending upon • Cups = 20rs • Cones= 30rs • Ice Pop: 10rs • Soft serve ice cream=10rs
- 13. PLACE • Channels: Sells directly to the end user through retailers and shopkeepers. • Transport: Ice creams are transported to retailers and shop keepers through private transportation firms. • Locations: Available at large/medium sized and small bakeries, grocery stores. • Sell their products directly to consumers using cycles and their own personnel. This strategy has been in practice for many years and is being used by Walls and more
- 14. PROMOTION • Advertising: Vehicle Advertising, Outdoor billboards, Point of Sale Displays and Ads on televisions. Advertisements are mostly colourful reminiscent to their ice cream packaging • Message: Linked ice cream with joy and happiness so their tagline/slogan is Art of Happiness. Linked with consumers and got reviews of different ice creams using various mediums social communities e.g. Facebook and Orkut.