Ice Cream Industry Fact

8/2/2019 Ice Cream Industry Fact

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MIX N MASH

(Eat N Treat at Mix N Mash)

Presented By- Nikil Amin (3)

Vaibhav aparaj (4)

Rohan Jathar (21)Rahul Singh (54)

Arvind Sirpuram (55)


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The Indian ice cream industry is currently estimated to beworth Rs. 2,000 crores, growing at a rate of approximately12% year-on-year and is expected to expand further with theincrease in number of malls and the ever-growing retail

sector.With a rapidly growing young earning population, risingdisposable incomes, change in taste and the spendingcapacity on leisure is leading to a surge in the Indian IceCream market. Compared to the other developed markets, ice

cream consumption is quite low and therefore offers great potential especially with plethora of new retail formatsavailable today and openness among consumers with regardsto these global formats and consumption pattern.


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The ice cream market in India can be divided into: the brandedmarket and the grey market. The branded market at present is

100 million liters per annum valued at Rs. 800 crores. The grey

market consists of small local players and cottage industry

players. In 2008-09, in the branded 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%.


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Head of department/ management:

Public Relation :Nikil amin Marketing :Arvind sirpuram

Product Testing : Vaibhav aparaj

Finance: Rohan jathar Human Resources : Rahul singh


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THE BUSINESS DESCRIPTION

Mix N Mash Premium Ice Cream Parlor will be a start-up icecream parlor.

The main production of all the products will be done at the

main unit based at Vasai and then will be transported to all

its shops at different places all over Mumbai. The estimated opening date is APRIL 1st2012

Mix N Mash Premium Ice Cream Parlor will be an upscale

business selling healthy and premium ice cream, yogurt,

sandwiches, and hot and cold nonalcoholic beverages. Mix N Mash Premium Ice Cream Parlor will be successful

because it is based on solid market research demonstrating that

there is a demand for an ice cream


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Products and Services

Superpremium ice cream. Tends to have very low

overrun and high fat content, and the manufacturer

uses the best quality ingredients.

Breakfast items such as sweet rolls. Two lines of Premium ice cream: low fat and high fat.

Two lines of yogurt: low fat and regular.

Coffee, tea and five generic soda flavors.


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Price The majority of the business sales will come from ice cream

and yogurt. Representative prices are as follows: Rs 30 to Rs

150for a single scoop of ice cream, Rs 50to Rs 200 for a double

scoop of ice cream (both single and double scoops include acone or cup), and Rs40 to Rs150for an ice cream sandwich.


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Place

Mix N Mash willbe establishing its marketing throughoutMumbai. Mix N Mash ice creams being an entirely new product

in the market will initially operate only in Mumbai till further

expansion.

The segmentation of Mix N Mash ice creams is done on the

basics of Demographic segmentation and psychographic

segmentation. Keeping this segmentation in mind the

management has taken steps to open its shops at the following

places in Mumbai:

Bandra (west)

Pedder road

Inorbit mall (Malad)

Atrea mall (Worli)

R mall (Mulund)


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Promotion

Mix N Mash Premium Ice Cream Shop will be promoted with a

variety of marketing methods:

A grand opening will be held with free samples of food

products and drawings for distinctive hats, T-shirts, and other

clothing bearing the stores logo and the phrase, Eat N Treat

@ Mix N Mash!, worn by store employees.


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The concept of sit-down ice-cream

parlour


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Strengths:

Less consumption of sugar

Less consumption of fats

Useful for health conscious peopleTasty with health

Variety

Good product range

Good quality and packaging

Technological skills

Swot analysis


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Weaknesses:

Slightly high in price due to use of specialproducts

Limited brand visibility Limited international presence as compared to

leading global brands

Human resouresAbsence of important skills

Increased cost due to increased variety


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Opportunities:

Introduction of new flavors

Prices can be reduced in short run

Tie-up with food chains

Mobile vans for better visibility

Distribution channelsCover all geographical markets


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Threats

Lot of competition from existing Ice Cream

parlors offering sugar free ice creams

Kulfi in rural markets

Local ice creams and sweet dishes

Competitor with less price

Tax increases

Technological advances


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Conclusion In todays world of ice creams, Naturals, Baskin and Robbins,

Gelato, etc are the leading ice cream parlors in Mumbai.Their combined sale figures through-out the month is about

1,50,000 units. Their advertising strategies, sales promotions,

offers, etc are not on a continuous stretch because these

parlors are in the market for sometimes

Ice Age ice creams being on a starting stage, will have a good

advertising strategies, sales promotions, offers to attract more

customers and to make them more familiar to our brand. Due

to our new technique of production and distribution, even

after entering the market on platform basis and investing

more on the special inputs our cost nearly 15% more than the

cost of our competitors, but with the concept of healthy eating

we accept our sales to be around 50,000 to 60,000 units per

month.


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Documents

Ice Cream Industry Fact