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WE ALL SCREAM

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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