Ice Age
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The document discusses plans by Ice Age Ltd. to set up ice cream manufacturing and parlors in India. It analyzes the Indian ice cream market, which is currently dominated by domestic brands. Ice Age Ltd. will produce different ice cream flavors at its production site and distribute them to company parlors. It discusses locating parlors in major malls in Delhi and conducting market research to understand customers, competitors, and the external environment. The company aims to offer healthy, low-sugar ice cream options. Future plans include expanding franchises and manufacturing facilities across India.
Ice Age
- 1. ICE AGE LEELA DANGWAL 12 POOJA BHATT 29 KATYAYINI 11 RAHUL ANAND 36 SARAH 44 VIPIN RAWAT
- 2. Re-energizing Ice Cream From a ‘sweet treat’ to ‘wholesome pleasure food’
- 3. Why do we believe in the magical power of ice cream?
- 4. PRESENT SCENARIO Not a single multinational brand has been able to make its presence felt in ice-creams in India as the market continues to be ruled by Indian brands such as Amul, Kwality Walls, Mother Dairy, Vadilal and several regional ones such as Dinshaw in the West and Arun in the South.
- 5. HISTORY Ice cream's origins are known to reach back as far as the second century B.C. We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavored with fruits and juices. Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet.
- 6. CONT… Historians estimate that this recipe evolved into ice cream sometime in the 16th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the table of Charles I during the 17th century. It wasn't until 1660 that ice cream was made available to the general public.
- 7. ICE AGE Company is setting up an Ice Cream manufacturing and selling parlor. The manufacturing of all types of ice creams will be done at its production site and will be sent to its parlors. Ice Age Ltd.. has kept into account the income and behavioral factor of the Indian buyers while designing the products.
- 9. PRODUCT MARKET The first growth vector involves gaining penetration with the existing product-market Ice Age Ltd. Attempt to attract customers from competitors through its strategic positioning. Establish strong brand equity.
- 10. CONT… 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.
- 11. INTERNAL ANALYSIS MOST OF THE NEWLY LAUNCHED PRODUCT OR SERVICES FAIL DUE TO INPROPER ANALYSIS OF THEIR INTERNAL AND EXTERNAL NEEDS SINCE INTERNAL ANALYSIS IS SO USEFUL AND THE LIFE CYCLE AS WELL AS PRICING IS DEPENDED UPON THIS ANALYSIS
- 12. POINTS UNDER INTERNAL ANALYSIS Raw material requirement Power supply Labour requirement Working force Capital Working capital Internal rules and regulations Proper management Proper material handling
- 13. EXTERNAL ANALYSIS CUSTOMER ANALYSIS CUSTOMER MINDSET LOYALTY STATUS FOR DIFFERENT BRANDS COMPETITORS ANALYSIS MARKET SHARE THE ADVERTISEMENT AND PROMOTIONAL SHARE CURRENT MARKET POSITIONS OF ALL THE PLAYERS
- 14. CONTD….. ENVIRONMENT ANALYSIS HIGH INITIAL LAUNCH COST MARKET RESEARCH MARKETING DRIVEN BRAND EQUITY DISTRIBUTION NETWORK
- 15. S.W.OT Strengths: Less fixed cost required Healthy No side effects Less usage of sugar Less usage of fats Reduces chances of illness like diabetes Useful for health conscious people Weaknesses: Slightly high in price due to use of special products
- 16. CONTD…. Opportunities: Introduction of new flavors. Easy in achieving break even point. Prices can be reduced in short run. Threats: existing competiters offering sugar free ice creams.
- 18. COMPETITORS IN INDIA KWALITY WALLS AMUL MOTHER DAIRY VADILAL NIRULA’S BASKIN ROBBIN’S GELATO VITTORIA
- 19. LOCATION MAJOR MALLS COVERING DELHI AND N.C.R. AT THE. ENTERANCE OR EXIT OF THE MALLS
- 20. RATES FOR THE OUTLETS 10 * 10 SQ.FT = RS 11,000(G.F) 20 * 20 SQ.FT = RS 40,000(G.F) 10 * 10 SQ.FT = RS 6,000 (F.F) 20 * 20 SQ.FT = RS 25,000(F.F) 20 * 20 SQ.FT = RS 60,000 (FOOD COURT)
- 21. LIKEWISE ,PLACES IN LIST GREAT INDIA PLACE ,NOIDA E.D.M ,GAZIABAD V3S MALL ,EAST DELHI ……… ……… . …………… ……………… ..
- 22. FLAVOURS Permanent Flavors Chocolate Chocolate Fudge Mint Chocolate Chip Jamoca Almond Fudge Vanilla Pistachio Almond Chocolate Almond Rum Raisin Peppermint Strawberry
- 24. FRUIT ICES Grape Lemon-Lime Mango Orange Strawberry Cola
- 25. Lighten Up! Chocolate Chip Cookie Dough Strawberries & Cream Vanilla Fudge Chip Low Fat Frozen Yogurt Chocolate Fudge Brownie Vanilla
- 26. U.S.P TOTALLY FAT FREE ICE CREAM. 98.99% SUGAR FREE ICE CREAM. COMPLETELY HEALTH CONSCIOUS PRODUCT.
- 27. VISUAL MERCHANDISE LAYOUT OF THE STORE IS Smokey effect. All the flavors will be displayed in the counter table. Lots of cartoon character on the wall. In the middle of the outlet we will place an ice cube made by transparent plastic. Colors- white and tints,shades and tones of light blue with other few colors .
- 28. PROMOTION By radio ads. Print ads. Banners. Booklets and pamphlets.
- 29. MAN POWER Three people in an outlet for- Billing. Taking the orders. For cleaning.
- 30. COSTING COST OF OUTLET = 40,000 COST OF MAN-POWER = 17,000 OTHER EXPENSES = 3,000 MIN. SALE TO HAVE A BREAK POINT = 10,000 UNIT/MONTH
- 31. FUTURE PLANS Give franchise to reputed dealers through-out. To slowly start a manufacturing unit at other metro’s. To reach every nook and corner of the country.