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The Ice Cream Industry- One of the fastest growing food categories in India.
- Annual growth of 12-15%- As of 2014 India’s ice-cream market is worth Rs 3,000 cr
“Internationally, ice-cream is treated as a habitual intake. In India, the category is more aspirational, impulsive and treated as a relief in the scorching summer months, so it offers immense business potential that is yet to be tapped.”
- Subhashis Basu, Business Head–Dairy Products,Mother Dairy Fruit & Vegetable
SEGMENTATION
HEALTH CONVENIENCE
INDULGENCE
TARGETING
MASS MARKET
POSITIONINGHIGH CALORIES
LOW CALORIES
LOW
PR
ICESH
IGH
PR
ICES
SWOT ANALYSIS
STRENGTH
• DIABETICS-FRIENDLY
• TARGET EVERY UNDER THE SUN
WEAKNESS
• ONLINE PROMOTION
• ON-FIELD PROMOTION
• USAGE OF LATEST TECHNOLOGY
• MAJOR PLAYERS• LOCAL
MANUFACTURERS• MILK PRODUCERS• SUBSTIUTE
PRODUCTS• INDIAN SWEETS• LOW PER CAPITA
CONSUMPTION
• HIGH PRICE• NEW ENTRANT• DISTRIBUTION
CHALLENGES• REPLACMENT
POLICY
OPPORTUNITIES THREATS
PORTER’S 5 FORCES
Competition Within the Industry
Competition is very intense due to low
differentiation.
Threat of new Entrants
High in the industry
Liberalization and
globalization policies made it
easier for foreign player to
enter the Indian market e.g..
Haagen Dazs and Baskin
Robbins
Bargaining Power of Buyer
Pretty high
Availability of existing substitute
products
Buyer Price sensitivity
Bargaining power of Suppliers
Bargaining power of suppliers is
pretty low as manufacturer can
easily switch to a different
supplier at low cost
Threat of Substitute
Threat of substitute is very high for
ice creams in Indian market due to
its culture of traditional sweets and
desserts.
Some of the substitutes are :
Traditional sweets, Home made
desserts like Halwa and Kheer, Kulfi
or Faludas
FOUR P’S
PRODUCTThe product specification including packaging, branding, quality and identifying the target consumer market.Our Product IMPULSE Ice Cream, comes in 250 ML. 500 ML and & 750 ML Packs, which is packed inside the Round Shaped Packaging Ball.
PLACEThis includes where the product is sold including online purchasing (type of retailers, shelf location), market exposure (increasing the consumer awareness about the product), transportation, distribution, coverage and location.Our Product wil be Sold at Karjat Initially, and Launch would be at RUSH4Rush a college business adventure fest. Gradually we would move to Mumbai and then to the other parts of country.
PRICEPenetration pricing , core philosophy of providing ice cream at a basic, affordable price to appeal the common masses he Pricing is competitive. For 750 Ml Packs, The Price is Rs.199. Smaller Packs are available in Rs 49 and Rs.99 also.
PROMOTIONHow to promote the product in-store and out-of-store including advertising, publicity, selling and the message conveyed. Our Promotion Includes Advertising Through Online media, through College Fests, Newspapers and Social Indulgers.
PROMOTION
ESTIMATED BUDGET PLAN:
PROMOTIONAL COSTS:
• FESTs (all expenses we incurred under fests) = 7,00,000• Schools (Discount coupons@ 95% off one for Each) = 2,00,000• Google AdWords ( for C.P.M ) = 1,00,000
TOTAL 10,00,000
ADVERTISING EXPENSES 3,50,000OTHER MISCELLANEOUS COSTS 1,50,000
Total Budget Required For Marketing & Launching 15,00,000
UNIT COST PRICE = Rs.199 ( 750ml )
Selling price (family pack of 750ml) = Rs. 199.00 Less :Variable cost @ 66.67% = Rs. 100.00
Contribution = Rs. 99.00
INVESTMENT PLAN:• Total investment is 60 lakh Rupees.• Fixed cost is 33.33% i.e., Rs. 20 lakhs.• Break Even Sales is 20,210 units
BREAK EVEN ANALYSIS:
PRODUCT LIFE CYCLE OF ICE-CREAM
TIME (MONTHS/YEARS)
VO
LUM
E O
F S
ALE
S
Product matures – sales are steady
Plateau
Sales
grow
Sales decline
Development
Saturation
0
B.E.sales
Margin of
SafetySales