14123921 Consumer Behaviour Project on Ice Cream Launching a New Brand

8/4/2019 14123921 Consumer Behaviour Project on Ice Cream Launching a New Brand

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[IFIM]

CONSUMER BEHAVIORPROJECT

Submitted to: Prof. Shinu Abhi

Submitted By: PGDM 08 - 10

Avinash Chandra Srivastava

Sucharita mandal

Sandeep Kumar

Siddhartha Singh Samantha

KOOL CREAMS


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Table of Contents Table of Contents ........................................................................................................ 2

CANDIDATE'S DECLARATION ........................................................................ ............... 4

CERTIFICATE ............................................................................................................... 5

INTRODUCTION ........................................................................................................... 6

HISTORY OF ICE-CREAMS:- ..................................................................................... .. 6

THE FROZEN DESSERT PRODUCTS:- ........................................................................ 6

ICE CREAM INDUSTRY IN INDIA ................................................................................... 7

FUTURE OF ICE CREAM MARKET IN INDIA ................................................................... 8

COMPETITORS PROFILE ............................................................................................. . 8

1. Amul:- .................................................................................................................. 8

Kwallity Walls:- ........................................................................................................ 9

Vadilal:- .................................................................................................................. 10

THE STPD OF KOOL CREAMS ................................................................................ ..... 10

Segmentation :- ..................................................................................................... 10

Targeting:- ................................................................................. ............................ 11

Positioning:- .......................................................................................................... 11

THE THREE STAGES IN CONSUMPTION PROCESS OF ICE- CREAM ............................. 12

Pre-purchase:- Brand image, Health issues, suitability .......................................... 12

Purchase:-Price, Environment, Service .................................................................. 12

Post-purchase:- Quality, Satisfaction, Store experience ........................................ 12PRIMARY DATA ............................................................................ .............................. 13

Primary data to asses the motivation and perception of consumers towards icecream .................................................................................................................... 13

Analysis:- .................................................................................................. .......... 13


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PACKAGE DESIGN OF KOOL CREAMS ................................................................. 14

SHORT TERM AND LONG TERM MEMORY FACOTRS IN ICE CREAM ............................ 15

Kool creams and the process of cognitive learning:- ............................................. 15

PROMOTIONAL STRATEGIES FOR KOOL CREAMS:- .................................................... 16

KOOL CREAMS ADDRESSING THE MASLOW`S HIERARCHY:- ......................... ............. 16

WHO CAN SAY NO TO AN ICE- CREAM AND HOW KOOL CREAM WILL TAKE CARE OF THOSE- .................................................................................................................. 17

HEALTH CONCIOUS PEOPLE ................................................................................ 17

DIABETIC PATIENTS ........................................................................................... 17

PRICING STRATEGY ............................................................................................ 17

ADVERTISEMENT OF KOOL CREAMS- ..................................................................... 17

PRINT ADVERTISEMENTS ......................................................................................... .. 18

.......................................................................................................... .................... 18

SPOKESPERSON FOR KOOL CREAMS:- ...................................................................... 20

RECENT DEVELOPMENT IN ICE CREAM:- ................................................................... 20

AFFECT OF THESE DEVELOPMENTS IN KOOL CREAMS:- ............................................ 21


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CANDIDATE'S DECLARATION

We the students of IFIM B SCHOOL hereby declare that this project report titled KOOL

CREAMSsubmitted towards the completion of Consumer behavior Project in 3 rd trimester of

PGDM in Institute of Finance and International Management, Bangalore is an authentic record of

our work carried out under the guidance of Prof. Shinu Abhi. Professor, IFIM B-School,

Bangalore.

Date: March, 12, 2009

Place: Bangalore

Avinash Chandra Srivastava

Sucharita mandal

Sandeep Kumar

Siddhartha Singh Samantha


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CERTIFICATE

This is to certify that the above declaration made by Mr. Avinash Chandra Srivastava, Miss.Sucharita mandal, Mr. Sandeep Kumar, Mr. Siddhartha Singh Samantha is true to the best of my

knowledge and belief.

Date: March 12, 2009

Place: Bangalore

Prof. Shinu abhi

Professor,

Institute of Finance and International Management, Bangalore


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INTRODUCTIONHISTORY OF ICE-CREAMS:-

Ice cream's origins are known to reach back as far as the second century B.C., although nospecific date of origin nor inventor has been undisputably credited with its discovery. We knowthat Alexander the Great enjoyed snow and ice flavored with honey and nectar. Biblicalreferences also show that King Solomon was fond of iced drinks during harvesting. During theRoman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountainsfor snow, which was then flavored with fruits and juices.

Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe thatclosely resembled what is now called sherbet. Historians estimate that this recipe evolved intoice cream sometime in the 16 th 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 regularlyat the table of Charles I during the 17 th century. France was introduced to similar frozen dessertsin 1553 by the Italian Catherine de Medici when she became the wife of Henry II of France. Itwasn't until 1660 that ice cream was made available to the general public. The Sicilian Procopiointroduced a recipe blending milk, cream, butter and eggs at Caf Procope, the first caf in Paris.

THE FROZEN DESSERT PRODUCTS:-

Ice Cream consists of a mixture of dairy ingredients such as milk and nonfat milk, andingredients for sweetening and flavoring, such as fruits, nuts and chocolate chips. Functionalingredients, such as stabilizers and emulsifiers, are often included in the product to promote

proper texture and enhance the eating experience. By federal law, ice cream must contain at least10% milkfat, before the addition of bulky ingredients, and must weigh a minimum of 4.5 poundsto the gallon.

Frozen Custard or French Ice Cream must also contain a minimum of 10% milkfat, aswell as at least 1.4 % egg yolk solids.

Sherbets have a milkfat content of between 1% and 2%, and a atslightly higher sweetener content than ice cream. Sherbet weighs a minimum of 6 pounds to the gallonand is flavored either with fruit or other characterizing ingredients.

Gelato is characterized by an intense flavor and is served in a semi-frozen state that is

similar to "soft serve" ice cream. Italian-style gelato is more dense than ice cream, since ithas less air in the product. Typically, gelato has more milk than cream and also containssweeteners, egg yolks and flavoring.

Sorbet and Water Ices are similar to sherbets, but contain no dairy ingredients. A Quiescently Frozen Confection is a frozen novelty such as a water ice novelty on a

stick.


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Frozen Yogurt consists of a mixture of dairy ingredients such as milk and nonfat milk which have been cultured, as well as ingredients for sweetening and flavoring.

Novelties are separately packaged single servings of a frozen dessert -- such as ice creamsandwiches, fudge sticks and juice bars -- that may or may not contain dairy ingredients

ICE CREAM INDUSTRY IN INDIAThe ice cream market growth picked up after de-reservation of the sector in 1997. The

total size of Indian ice-cream industry is 800+ crores. In the organized sector the major playersare Hindustan Lever represented mainly by Kwality Walls brand. Amul with an estimated marketshare of 38% is biggest player in market also he is rapidly gaining market share and lastly Vadilalis the player in the national market with 8-9% of the market share.

Almost 40% of the ice creams sold in the country are consumed in the western region with

Mumbai being the main market, followed by 30% in the north and 20% in the south.

Growth:-The Indian government adopted the policy of liberalization regarding the ice cream

industry also and it is since then that this sector has shown an annual growth ranging from 15-20% per annum for last 1- 2 year. Till now it is estimated at worth of 800+ crores. This growthrate is expected to continue for another next 2- 3 years because of lower base. Per capitaconsumption of ice-cream in India is still a dismal 106 ml per annum against 22 liters in marketslike the US. So Indian ice-cream industry is still is in growth phase. This is a good sign for competitors.

Types:-Indian Ice Cream market can be segmented in three different ways, namely on the basis

of flavors; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavors the market today has a number of flavors like vanilla,strawberry, chocolate, mango, butterscotch a number of fruit flavors; dry fruit flavors traditionalflavors like Kesar- Pista, Kaju- Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which together account for more than 70% of the market followed by butterscotch and other fruit flavors.


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Production area: -In rural areas, kulfis / ice creams made by small / cottage industry are popular. The

market for organized sector is restricted to large metropolitan cities. In small towns and villages,

there are thousands of small players who produce ice- creams / kulfis in their home backyard andcater to the local market. Almost 40% of the ice creams sold in the country are consumed in thewestern region with Mumbai being the main market, followed by 30% in the north and 20% inthe south.

FUTURE OF ICE CREAM MARKETIN INDIA

Ice Cream market will expand with increase in number of malls - HLL has beenincreasing their ice cream outlets - Swirl. Few years consumers use to go out for walk after dinner and use to buy ice creams from hawkers. But now consumer who often visit malls for entertainment

prefer to buy ice creams during different times of the day as it is visible upfront and feel likespending Rs. 50 for that tasty chocolate swirl with cake and nuts. As marketers are understandingthe different needs of consumers, be it health conscious people, kids, youngsters, young etc, andcoming up with products specific for them... with portfolio of flavors, consumer today has

plethora of options at hand to choose from and therefore high probability of buying one more

scoop of ice cream. Also with increasing wallet size and innovative modern retail formats, it hasdefinitely given a good chance to the ice cream industry in India.

COMPETITORS PROFILE1. Amul:-

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of

impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of Real Milk. Real Ice Cream giventhat it is a milk company and the wholesomeness of its products gives it a competitive advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhiin 2002. Nationally it was rolled out across the country in 1999.


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It has combated competition like Walls, Mother Dairy and achieved the No 1 position in thecountry. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of HLL,thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever growing range. Currently it offers a selection of 220 products. Amul has always brought newnessin its products and the same applies for ice creams.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream,which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLifeProbiotic Wellness Ice Cream is created for the health conscious.

Amuls entry into ice creams is regarded as successful due to the large market share it wasable to capture within a short period of time due to price differential, quality of products and

of course the brand name.

For any new player to enter this market,

three things are critical:

Decentralized manufacturing facilities

Efficient cold chain

Growing market

Kwallity Walls:-

Kwallity Walls was launched in 1995 as Hindustan Unilever Ltd s. master brand for ice creams.With in-depth knowledge of the Indian market and Unilevers state-of-the-art technology,Kwallity Walls has been delivering superior quality products under its international brands.Hindustan Unilever started by merging 6 existing ice cream brands in the country and thenlaunched Kwallity Walls range of ice creams and frozen desserts.

The Global Scoop

Unilever is the world's biggest ice cream manufacturer, with an annual turnover of 5 billion


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Heartbrand products are sold in more than 40 countries. The Heartbrand operates under different names in different markets (Wall's in the UK and most parts of Asia, Algida inItaly, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands)

Vadilal:-

Vadilal is one of the major milk and dairy product suppliers in India. The Vadilal IndustriesLimited specializes in ice creams. With its diverse range of ice creams, the brand of Vadilal hascaptured a substantial share of the Indian ice cream market.

Vadilal Industries Limited started its operation with a simple hand cranked machine. Since then ithas extended its reach in different segments of ice creams. The central office of the Vadilal groupis located in Gujrat. The reasonable price tags and exclusive ingredients are the main factors

behind the huge popularity of the Vadilal Group of Companies.

The ice cream manufacturing units of the Vadilal Industries Limited come with a daily production capacity of 1-lakh liters in total. The product list of Vadilal includes 200 differenttypes of candies, cones, cups, party and family packs and bulk packs.

To meet the demand of its huge customer base, the ice cream division of Vadilal launches onenew flavor each month. Vadilal Ice Cream is the first of its kind to initiate flavor of the month.

The Vadilal ice cream range offers a wide variety of milk and dairy products to suit the tastes of its innumerable customers. The rich cream varieties are ideal for the foodies.

The low fat desserts of Vadilal are meant for those who are going through a restricted diet.Besides the common flavors like strawberry, vanilla, butterscotch and chocolate, the Vadilal Ice Creams offer many other lip-smacking varieties. The Fresh Fruit Fantasies, Nutty Delights andRomantic Ripples are worth trying

THE STPD OF KOOL CREAMSSegmentation :-

THE SEGMENTATION OF KOOL CREAMS:- KOOL CREAMS is one of the ice creamcompanies to undertake marketing in a big way. The company successfully positioned itself bycreating and offering exotic flavors which were not available anywhere else, combined withgood store ambience to heighten the theme of a 'fun outing' & make everyday a KOOLCREAMS for you and your family...


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KOOL CREAMS is going to be launched in the starting of year 2009.Basically segmenting thechildren and youth. But later have plans to cater to the adults as well as the aged people havingdiabetics.

Targeting:-

An ice cream is for all is the general saying

But the target market of KOOL CREAMS in India will be children and youth living in Indiafrom different nationalities and cultures and whether they are male or female in the initial period. The ages of KOOL CREAMS target market range from 06 to 30 years old. The income of thetarget market is medium to high and from different educational levels.

Marketing strategy of KOOL CREAMS is mainly to concentrate on the core proposition thatstates I prefer KOOL CREAMS because it is the only youthful place to share Magical Momentsevery day with friends and family while being spoilt with an unparalleled choice of wondrous ice

cream flavor experiences .From this expression, it is clear that the target market of KOOLCREAMS includes families and friends who go to KOOL CREAMS to enjoy their time.

Positioning:-

KOOL CREAMS will positioned itself as a affordable and quality providing ice creams therefore people belonging to the lower and middle class tend to go more towards KOOL CREAMS.Moreover providing low calories healthy ice creams, with CSR conscious activities like give 5%of the profit to organizations like CRY and HELPAGE INDIA.

Differentiation:-

Providing exotic and fascinating flavors to our customers. Like:-

- Fruit Treat a bite with natures delight

- 8 Pack Cream Treat

- Fun With Fudge, etc


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THE THREE STAGES INCONSUMPTION PROCESS OF ICE-

CREAMPre-purchase:- Brand image, Health issues, suitability Brand image of the ice cream - The consumer considers the kind of image the brand that he isgoing to purchase depicts. It has to suit certain status symbol, quality and any other personal

brand requirements that the consumer may have. It is important that the brand maintains goodwill, satisfactory to the consumer

Health Issue to ice creams relating-The modern consumer is highly health conscious and is becoming aware of the rising health issues and its impacts. It is important that the brand satisfiesthis need of the consumers and ensures health related gains rather than loss. About which we will

be discussing further in this report.

Suitability The product should suit the taste, flavor and ingredients that is in line with theconsumer needs and wants.

Purchase:-Price, Environment, ServicePrice of ice cream -Price should be affordable and the product should provide moneys worth interms of quality, quantity and consumer satisfaction. as kids also form a main segment of our section a proper care should be given as far as pricing is concerned.

Environment-The environment should be such that the consumer wants to stay there and spentsome quality and quantity time.

Service- The service should be fast so that the customer waiting time should be less and leads totheir satisfaction and results in formation of good brand image.

Post-purchase:- Quality, Satisfaction, Store experienceQuality of ice cream the quality of the ice cream delivered certainly plays a vital role in

determining whether the customer will re purchase the brand or not. The quality and taste of icecream determines the satisfaction level of the customer and hence plays a vital role indetermining his approach towards the product.

Satisfaction from ice cream- well satisfaction is a holistic picture the total experience of thecustomer with the brand considering various factors as mentioned above and then finally arrivingat a conclusion saying whether he is satisfied or not from the product.


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PRIMARY DATA Primary data to asses the motivation and perception of consumers towards ice creamTool used in depth interview

Sample size 6 consumers

Questions asked:-

1. What is your favorite brand in ice cream?2. What makes you like that ice cream?3. How much importance does price play in your choice of brand of ice cream?4. To what extent do the advertisements and offers influence your purchase?5. What is the only thing that an ice cream must have according to you?6. What will be the factors that you suggest a new ice cream brand in your town should

have?

Analysis:-1. For the first questions which asked about the favorite brand of ice cream of consumers

we got 3 answers as BASKIN N ROBBINS, others as AMUL, KWALITY WALLS andCREAM AND FUDGE.

2. For the second question where we asked about the basic reason of buying that brandmost of the answers were quality, availability, packaging and the dcor of the store.

3. the third question which asked about the effect of price on their buying behavior wefound out that those who prefer going to brands like BASKIN AND ROBBINS andCREAM AND FUDGE were least bothered about the price of the product. Whereas

consumers preferring AMUL and KWALITY WALLS were a bit price conscious though but they agreed that they do look for more quality and taste than price.

4. Our fourth question was whether the advertisements and offers influence their purchase behavior to which we had a kind of same answer from each of them saying yes it does toa great extent. We had the responses as the advertisements are so tempting sometimesthat it forces us to go and have an ice cream or two at that point of time they also saidthat as summer is approaching the effect of advertisements showing tempting ice cream isall the more. They also agreed that they do respond to the occasional offers that their

brands provide and try to avail them.5. Our fifth question tried to ask them of the basic need that they want to fulfill through an

ice cream, to which they gave somewhat similar replies saying taste and quality does

form the heart of any ice cream brand. And that without providing taste it is not possibleto sell a product like ice cream.

6. On asking the last question to assess their unfulfilled needs which can make space for kool creams to enter they all gave various responses like innovative packaging, moreflavors, availability, natural elements etc.


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PACKAGE DESIGN OF KOOLCREAMS

Package design of kool creams

Color:-

Orange: - because it has got a lot of visibility and it symbolizes fun too.

Navy blue:- for contrast with orange.

A new package Design:- A very new and innovative design prepared for our kool creams whichincludes a chocolate sauces upon various flavors of ice creams. You just have to pull one stringand the chocolate will be all over the delicious ice cream.

Stores of kool creams:- kool creams will have definitely the color combination of orange andnavy blue along with it we will have JOHN and JERRY to welcome the customers and toentertain them. Their will be a collection of theme music for the store play. Kool cream willmake ice cream an experience rather that just having an ice cream.


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SHORT TERM AND LONG TERMMEMORY FACOTRS IN ICE

CREAMShort term memory is the stage of real memory in which information is processed and held for

just a brief period. Therefore for marketing of our product ICE-CREAM we can use the conceptof Advertisement in movie theatre as big poster of our Ice-cream with our brand personality sothat when the viewer comes in the theatre it goes through its short term store. As well as the big

banner of our product in the different part of cities and near the public school because our major customers are children.

Long term store retains information for relatively extended period of time. Therefore for retaining in long term memory we can give some small toys with the ice-cream so that when thechild will play with the toys with their friends they can remember the ice-cream.

Also we can place some advertisement in the cartoon show in POGO TV and other cartoon childshow as well as some music channel which will help consumer to retain it.

Apart from the children our target customer are also teenagers so we can show our advertisementon music show.

Kool creams and the process of cognitive learning:-

The ice cream will possess certain attributes which we may interpret as benefits that assignmeaning to the logo and packaging. Intuitively, because the differential threshold for ice-creamattributes is high, subjective (how sweet is sweet; what is too sweet and not sweet enough?) anddifficult to describe, the advertising avoids cognitive routes of learning. It focuses on making anemotional appeal.

Unless you have had negative experiences with lakes, in general, we associate positive emotions

with natural scenery. So the scenes of nature are the unconditioned stimulus, and our positiveresponse to the natural landscape becomes the unconditioned response. Prior to conditioning, if we have not heard of the name kool creams, our attitude towards an unknown brand is likely to

be neutral. This is the unconditioned response to a neutral stimulus. In the advertisement, thekool creams is shown to be a whole new experience of the ice cream world more over the fivesense magic advertisement of kool cream talks gives a new dimension to the ice cream that weserve. After repeated exposure to the ad, our response towards the kool creams logo becomes aconditioned one; that is, we begin to associate positive emotions with the logo just as we did with


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the scenes of nature. In so doing, the marketer hopes to cause the consumer to like the brand heis trying to market, without resorting to cognitive modes of learning.

. In becoming exposed to attractive ice-cream packaging (possibly a free sample) we are inducedto carry out the desired response, which in this case is to eat it. In consuming the product, we

receive positive reinforcement because it tastes good, causing us to be much more sensitive tosuch stimulus in the future.

PROMOTIONAL STRATEGIES FOR KOOL CREAMS:-

As kool creams is a fully new brand to be launched and hence it can not enjoy anything such

as brand extensions therefore promotional strategies will have to be better than the existingones. The following will be the promotional strategies of KOOL CREAMS:-

1. Comic strips:- To publicize our brand mascots we are planning to have a comics stripdedicated to them. This will popularize them if done in an interesting way moreover teenagers and youth are more likely to get attached to them through the comicepisodes.

2. Customer involvement: - we will have maximum customer involvement in our outlets, customers of ice cream love to feel the joy of flavor they want to have so wewill give them an opportunity to make their own sundaes. There is a sense of accomplishment and satisfaction that one will associate with their self made sundaes.

3. campaigns:- kool creams in its early stages will do a lot of campaigns we will make john and jenny meet the children and perform in malls so as to have more visibility.Moreover we will conduct so contests.

KOOL CREAMS ADDRESSING THEMASLOW`S HIERARCHY:-

1. PHYSIOLOGICAL NEED kool creams will be showing a tag line as magic treat to your five senses and thus we will be showing ice cream as a basic need in our advertisement.

2. SOCIAL NEED- having ice cream is generally associated with getting together withfamily and friends so kool creams will cater to such needs too as the product itself suitsthe need.


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WHO CAN SAY NO TO AN ICE- CREAM AND HOW KOOL CREAM WILL TAKE CARE OF THOSE-

HEALTH CONCIOUS PEOPLESome people are health conscious. They dont want to put on extra weight by eating a highcalorie foods like ice-cream, so we will offer them the health-oriented ice cream with lowcalorie integrands. We offer our product as a health conscious ice cream with slim trim ads. Our segment of product is targeted to children and mothers because of its health credentials.

DIABETIC PATIENTSThere is a large number of Diabetic patients in India. There is large number of people who wantsto eat ice-cream but due to added sugar in ice-cream they avoid to eat ice-cream. So we havedecided to give them a special type of ice cream which is SUGERFREE ICECREAM. The icecream 'without added sugar' is ideal for diabetics and safe for children and mothers.

PRICING STRATEGYWe will put 100-150ml cups, priced at 9-14 rupees for the impulse market. Also targeted at theimmediate consumption market are bars, sticks and cones. We will offer our bar or stick at a

price between 15-25 rupees, and cones at 20-30 rupees. One-liter family packs

( in wax- coated paper or plastic cartons) retail at Rs. 60-70 for vanilla and strawberry and Rs.68-90 for premium flavors like chocolate.

ADVERTISEMENT OF KOOL CREAMS-We will have advertisement addressed to both youth and children. And as mass marketing is deadwe will focus them one by one through different advertisements. For the children and teenagerswe have the advertisement showing JOHN and JENNY and moreover we have comic stripdedicated to them in the leading newspaper which will make JOHN and JENNY all the more

popular.

For the youth will have an advertisement saying a magic treat to your five senses which will beshowing a very different way to look at ice cream.

Along with all these we will have three print adds having the following tag lines:-1. There is actually something more to an ice cream.2. The fun part of your life.3. A bite with natures delight.


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PRINT ADVERTISEMENTS


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ADVERTISEMENT RATIONAL OR EMOTIONAL

For kool creams we have our customers who are more of emotional than rational because ice cream issomething related to the temptation of a person so even if one thinks and tries to be rational he lands up to

be emotional towards it.

Therefore we will be targeting more on the emotional part of the customer and try to show them adifferent meaning of ice cream.

Although we have a small section of people to look at the rational side of ice cream but we will becatering to their need also by launching ice cream in low calories as well as sugar free and natural flavorstoo.

ADVERTISEMENT VERBALIZER OR VISUALIZER

For ice cream we have more of visualisers who would like to go by the tempting looks of the ice creamthan by the information that it shows about the ice cream.

But we have customers who try to compare the price and the taste and then take a buying decisionregarding this. Therefore for the price conscious segment of our we will be having three package sayinglarge, medium and small.


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SPOKESPERSON FOR KOOLCREAMS:-

As a celebrity we will use child actor ISHAN AVASHI for spokes person of our product becausehe is popular in teenager as well as child. We can use him for advertisement.

Plot of advertisement we can choose that he does not want to go to school but his mother tellshim that if you will go school then I will give you KOOL CREAM ICE-CREAM. Then heimagines our product and become ready for school.

Another celebrity we can choose ASIN for spokes person of our product because she becamefamous for GAJNI movie and we can use her appealing face for our advertisement. Since our

product is in launching period therefore we cant afford high cost celebrity and taking Asin in

such lauching period will be justifiable.

Plot of advertisement we can choose that she and her five friends are making celebration in collegecanteen and then they order for our KOOL CREAM ice-cream.

RECENT DEVELOPMENT IN ICECREAM:-This time companies are coming with concept of Probiotic health and wellness ice creams andsugar free variants. They are coming with natural flavors like natural vanilla.

Amul, the market leader in the ice cream space, has already launched Probiotic health andwellness ice creams and is also offering sugar free variants.

Mother Dairy, a subsidiary of the National Dairy Development Board, has decided to expand itsnaturally flavored offerings along with its new packaging.

Some company is looking at adding more natural flavors to its portfolio. The company is also betting big on fruit juice bars to cater to the growing number of conscious consumers.

Hindustan Unilever introduced Moo ice cream under the health and wellness umbrella. Moo, acombination of chocolate and vanilla, is targeted at children and mothers because of its healthcredentials -- each stick has calcium equivalent to one glass of milk.


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In the field of marketing and setting up new shops the multinational companies are targeting bigmalls and multiplex. They are setting shops in malls and multiplex in good positions to attractcustomers. They are spending a lot of money to setup these types of big shops because they knowthat the buying capacity of Indian people is increased very rapidly and most of them are ready to

pay the amount for companys premium segment of ice-cream.

AFFECT OF THESEDEVELOPMENTS IN KOOL

CREAMS:-Kool cream will deal with all such developments:-

1. We will be launching for the consumers who are health conscious the low calorie andthe sugar free ice cream.

2. Under recent developments we also have ice cream outlets being set up in the leadingmalls to cater to the premium customers, so kool creams will be setting up its outletsin the leading and most popular malls to cater to such segment of customers.

ice cream makers are now focusing more on the natural ice cream so kool creams will also have thenatures delight to cater to such needs.

Documents

14123921 Consumer Behaviour Project on Ice Cream Launching a New Brand