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India’s contribution to the modern world may not be signed in
numbers, but whatever contribution made worth wise is
absolutely great.

One of the contributions in the desert category “THE KULFI”

Kulfi
Kulfi is a popular South Asian, ice cream made with boiled milk
typically from water buffalo. It comes in many flavors, including
pistachio, malai, mango, cardamom (elaichi), and saffron (kesar).
Kulfi differs from western ice cream in that it is richer in taste and
creamier in texture. As well, where western ice creams are
whipped with air or overrun, kulfi contains no air; it is solid dense
frozen milk.
It is made by boiling milk until it is reduced to half. Then sugar is
added and the mixture is boiled for another ten minutes. Then
flavorings, dried fruits, cardamom, etc. are added. The mixture is
then put in moulds and frozen. One can eat kulfi plain as is or it
can be garnished with ground cardamom, saffron, or pistachio
nuts. As well, Kulfi is also served with Falooda vermicelli noodles.
But since the kulfi could not become world famous, with the
concept of kulfi, ice-cream was started in 1981 in India. Then
onwards it has been one big journey……. on the road.
Now, Ice Age – The Healthy Ice Cream Parlor brings to you the
new generation of Ice Creams….

The Evolution of Ice Cream

Ice cream's origins are not known to reach back as far as the
second century B.C., although no specific date of origin nor has
inventor been undisputable credited with its discovery. We know
that Alexander the Great enjoyed snow and ice flavored with
honey and nectar. Biblical references also show that King Solomon
was fond of iced drinks during harvesting. 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.
Over a thousand years later, Marco Polo returned to Italy from the
Far East with a recipe that closely resembled what is now called
sherbet. 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. France was
introduced to similar frozen desserts in 1553 by the Italian
Catherine de Medici when she became the wife of Henry II of
France. It wasn't until 1660 that ice cream was made available to
the general public. The Sicilian Procope introduced a recipe
blending milk, cream, butter and eggs at Caf Procope, the first caf
in Paris.
Ice Cream for America
The first official account of ice cream in the New World comes
from a letter written in 1744 by a guest of Maryland Governor
William Bladen. The first advertisement for ice cream in this
country appeared in the New York Gazette on May 12, 1777, when
confectioner Philip Lenzi announced that ice cream was available
"almost every day." Records kept by a Chatham Street, New York,
merchant show that President George Washington spent
approximately $200 for ice cream during the summer of 1790.
Inventory records of Mount Vernon taken after Washington's death
revealed "two pewter ice cream pots." President Thomas Jefferson
was said to have a favorite 18-step recipe for an ice cream
delicacy that resembled a modern-day Baked Alaska. In 1812,
Dolley Madison served a magnificent strawberry ice cream
creation at President Madison's second inaugural banquet at the
White House.
Until 1800, ice cream remained a rare and exotic dessert enjoyed
mostly by the elite. Around 1800, insulated ice houses were
invented. Manufacturing ice cream soon became an industry in
America, pioneered in 1851 by a Baltimore milk dealer named
Jacob Fussell. Like other American industries, ice cream
production increased because of technological innovations,
including steam power, mechanical refrigeration, the
homogenizer, electric power and motors, packing machines, and
new freezing processes and equipment. In addition, motorized
delivery vehicles dramatically changed the industry. Due to
ongoing technological advances, today's total frozen dairy annual
production in the United States is more than 1.6 billion gallons.
Wide availability of ice cream in the late 19th century led to new
creations. In 1874, the American soda fountain shop and the
profession of the "soda jerk" emerged with the invention of the ice
cream soda. In response to religious criticism for eating "sinfully"
rich ice cream sodas on Sundays, ice cream merchants left out
the carbonated water and invented the ice cream "Sunday" in the
late 1890's. The name was eventually changed to "sundae" to
remove any connection with the Sabbath.
Ice cream became an edible morale symbol during World War II.
Each branch of the military tried to outdo the others in serving ice
cream to its troops. In 1945, the first "floating ice cream parlor"
was built for sailors in the western Pacific. When the war ended,
and dairy product rationing was lifted, America celebrated its
victory with ice cream. Americans consumed over 20 quarts of ice
cream per person in 1946.
In the 1940's through the 70s, ice cream production was relatively
constant in the United States. As more prepackaged ice cream
was sold through supermarkets, traditional ice cream parlors and
soda fountains started to disappear. Now, specialty ice cream
stores and unique restaurants that feature ice cream dishes have
surged in popularity. These stores and restaurants are popular
with those who remember the ice cream shops and soda
fountains of days past, as well as with new generations of ice
cream fans.
According to legend, Marco Polo brought the secrets of ice cream
with him from the Orient, together with other sundry savories.
There is, however, no proof of that, although there is some
evidence that the Chinese indulged in iced drinks and desserts,
which gives some weight to the Marco Polo theory.
The Chinese did, however, teach Arab traders how to combine
syrups and snow, to make an early version of the sherbet. Arab
traders proceeded to show Venetians, then Romans, how to make
this frozen delight. The Emperor Nero was quite fond of pureed
fruit, sweetened with honey, and then mixed with snow--so much
so that he had special cold rooms built underneath the imperial
residence in order to store snow. In the 1500s, Catherine de
Medici brought the concept of the sorbet to the French, who were
soon to make a great improvement on it.
As you will have noted, the above are frozen desserts, not ice
cream. That invention awaited the development of the custard,
then the discovery that freezing it would create a delectable
dessert. This notable event occurred in 1775 in France, and was
shortly followed by the invention of an ice cream machine, which
did a much better job of creating a light and fluffy frozen custard
than beating by hand could do.
Thomas Jefferson, who imitated Nero in having a special cold
room for storing snow, provides us with the first recipe for ice
cream found in the United States. Not to be outdone, George
Washington invested in one of the ice cream machines.
Until 1851, ice cream (or, more frequently, cream ice) was solely
made at home. But an intrepid man from Baltimore, named Jacob
Fussell changed all that by opening the first ice cream factory.
Near the turn of the century, the ice cream soda was created,
although by who seems to be in question--either James W. Tuff or
Robert Green. It does seem to have been done by accident,
however--a scoop of ice cream falling in a glass of flavored soda
water. At any rate, the drink became a national craze, and many a
girl and boy went courting over an ice cream soda. So many, in
fact, that many municipalities passes laws forbidding the sale of
soda water on Sunday. Quickly afterwards, the 'sundae' was
invented--it contained the ice cream, syrup, and whipped cream
of the soda, but without the evil influence of soda water.
Numerous variations existed.
The next ice cream craze with the 1904 Louisiana Purchase
Exposition in Saint Louis. Charles Menches was doing a lively
business selling scoops of ice cream in dishes, all the way up to
the point that he ran out of dishes. Frustrated, but determined to
still find a way to make a profit, he lighted upon his friend Ernest
Hamwi, who was selling a wafer-like cookie called zalabia (a
Syrian treat). The combination proved irrestible.
 HISTORY OF THE ICE CREAM CONE
For over a century, Americans have been enjoying ice cream on a
cone. Whether it's a waffle cone, a sugar cone or a wafer cone,
what better way to enjoy a double scoop of your favorite flavor?
Making Its Appearance
The first ice cream cone was produced in 1896 by Italo Marchiony.
Marchiony, who emigrated from Italy in the late 1800s, invented
his ice cream cone in New York City. He was granted a patent in
December 1903.
Although Marchiony is credited with the invention of the cone, a
similar creation was independently introduced at the 1904 St.
Louis World's Fair by Ernest A. Hamwi, a Syrian concessionaire.
Hamwi was selling a crisp, waffle-like pastry -- zalabis -- in a booth
right next to an ice cream vendor. Because of ice cream's
popularity, the vendor ran out of dishes. Hamwi saw an easy
solution to the ice cream vendor's problem: he quickly rolled one
of his wafer-like waffles in the shape of a cone, or cornucopia, and
gave it to the ice cream vendor. The cone cooled in a few
seconds, the vendor put some ice cream in it, the customers were
happy and the cone was on its way to becoming the great
American institution that it is today.
A Business Is Born
St. Louis, a foundry town, quickly capitalized on the cone's
success. Enterprising people invented special baking equipment
for making the World's Fair cornucopia cones.
Stephen Sullivan of Sullivan, Missouri, was one of the first known
independent operators in the ice cream cone business. In 1906,
Sullivan served ice cream cones (or cornucopias, as they were still
called) at the Modern Woodmen of America Frisco Log Rolling in
Sullivan, Missouri.
At the same time, Hamwi was busy with the Cornucopia Waffle
Company. In 1910, he founded the Missouri Cone Company, later
known as the Western Cone Company.
As the modern ice cream cone developed, two distinct types of
cones emerged. The rolled cone was a waffle, baked in a round
shape and rolled (first by hand, later mechanically) as soon as it
came off the griddle. In a few seconds, it hardened in the form of
a crisp cone. The second type of cone was molded either by
pouring batter into a shell, inserting a core on which the cone was
baked, and then removing the core; or pouring the batter into a
mold, baking it and then splitting the mold so the cone could be
removed with little difficulty.
In the 1920s, the cone business expanded. Cone production in
1924 reached a record 245 million. Slight changes in automatic
machinery have led to the ice cream cone we know today. Now,
millions of rolled cones are turned out on machines that are
capable of producing about 150,000 cones every 24 hours.
 FROM THE COW TO THE CONE
How Ice Cream Is Made
Everybody has a favorite flavor or brand of ice cream, and the
debate over whose ice cream is the best rages on each year.
While each manufacturer develops its own special recipes, ice
cream production basics are basically the same everywhere.
The most important ice cream ingredients come from milk. The
dairy ingredients are crucial in determining the characteristics of
the final frozen product. Federal regulations state that ice cream
must have at least 10% milk fat, the single most critical
ingredient. The use of varying percentages of milk fat affects the
palatability, smoothness, color, texture and food value of the
finished product. Gourmet or super premium ice creams contain
at least 12% milk fat, usually more.
Ice cream contains nonfat solids (the non-fat, protein part of the
milk), which contribute nutritional value (protein, calcium,
minerals and vitamins). Nonfat dry milk, skim milk and whole milk
are the usual sources of nonfat solids.
The sweeteners used in ice cream vary from cane or beet sugar to
corn sweeteners or honey. Stabilizers, such as plant derivatives,
are commonly used in small amounts to prevent the formation of
large ice crystals and to make a smoother ice cream. Emulsifiers,
such as lecithin and mono- and diglycerides, are also used in
small amounts. They provide uniform whipping qualities to the ice
cream during freezing, as well as a smoother and drier body and
texture in the frozen form.
These basic ingredients are agitated and blended in a mixing
tank. The mixture is then pumped into a pasteurizer, where it is
heated and held at a predetermined temperature. The hot
mixture is then "shot" through a homogenizer, where pressure of
2,000 to 2,500 pounds per square inch breaks the milk fat down
into smaller particles, allowing the mixture to stay smooth and
creamy. The mix is then quick-cooled to about 40°F and frozen via
the "continuous freezer" method (the "batch freezer" method)
that uses a steady flow of mix that freezes a set quantity of ice
cream one batch at a time.
During freezing, the mix is aerated by "dashers," revolving blades
in the freezer. The small air cells that are incorporated by this
whipping action prevent ice cream from becoming a solid mass of
frozen ingredients. The amount of aeration is called "overrun,"
and is limited by the federal standard that requires the finished
product must not weigh less than 4.5 pounds per gallon.
The next step is the addition of bulky flavorings, such as fruits,
nuts and chocolate chips. The ingredients are either "dropped" or
"shot" into the semi-solid ice cream after it leaves the freezer.
After the flavoring additions are completed, the ice cream can be
packaged in a variety of containers, cups or molds. It is moved
quickly to a "hardening room," where sub-zero temperatures
freeze the product to its final state for storage and distribution.
ICE CREAM LABELING - WHAT DOES IT ALL
MEAN?
There are many choices in today's ice cream case to suit a wide
variety of consumer tastes. There is plenty of information on food
labels, but what does it really mean? Here, the International Ice
Cream Association sheds some light on how ice cream and related
products are labeled.
Labeling Definitions
The U.S. Food and Drug Administration (FDA) sets standards of
identity for many foods so that consumers will get a consistent
product, no matter what brand or type they buy. For ice cream,
FDA permits the use of nutrient descriptors such as "light,"
"reduced fat" and "low fat" so that consumers know exactly what
they're selecting in terms of nutritional content. These FDA
standards follow the federal Nutrition Labeling and Education Act
(NLEA), which governs all food labeling.
Here are some of the terms consumers are seeing in the
supermarket, and exactly what those terms mean:
Ice cream is a frozen food made from a mixture of dairy
products, containing at least 10% milk fat.
"Reduced fat" ice cream contains at least 25% less total fat
than the referenced product (either an average of leading brands,
or the company's own brand.)
"Light" ice cream contains at least 50% less total fat or 33%
fewer calories than the referenced product (the average of
leading regional or national brands.)
"Low fat" ice cream contains a maximum of 3 grams of total fat
per serving
"Nonfat" ice cream contains less than 0.5 grams of total fat per
serving.

Quality Segments
In addition, there are commonly used marketing phrases that
describe ice cream products in terms of quality segments, such as
"super premium," "premium" and "economy." Several factors can
contribute to a product's quality segment, such as price, brand
positioning, product packaging, quality of ingredients and the
amount of overrun (air) in the product. Overrun refers to the
amount of aeration the ice cream undergoes during its
manufacture that keeps the mixture from becoming an inedible
frozen mass. Overrun is governed by federal standards in that the
finished product must not weigh less than 4.5 pounds per gallon.
"Super-premium ice cream tends to have very low overrun and
high fat content, and the manufacturer uses the best quality
ingredients.
"Premium" ice cream tends to have low overrun and higher fat
content than regular ice cream, and the manufacturer uses higher
quality ingredients.
"Regular" ice cream meets the overrun required for the federal
ice cream standard.
"Economy" ice cream meets required overrun and generally
sells for a lower price than regular ice cream.

Company profile:

Name: Ice Age

The Healthy Ice Cream Parlor
Date of Launch: 20th September 2006

Promoters: Justin D’costa

Phinsy Chirayath
Rahul Mahapatra
Shruti Saraf
Aaron D’souza
Fizzah S.J

Product: Sugar free and Fat free healthy Ice Creams.

Health conscious desert.

Proposed Flavors: World famous Vanilla and 20 different

mouth watering flavors.
Project: Manufacturing and selling of healthy sugar free
and fat free Ice Creams. Specially made for health
conscious and sweet tooth people.

Head of department/ management:

Justin D’costa : Finance

Phinsy Chirayath : Public Relation
Rahul Mahapatra : Marketing
Shruti Saraf : Product Testing
Aaron D’souza : Human Resources
FizzahS.J : Outlet manager

Investments:

Total capital investment required:

7 crore

Borrowed capital (loan from IDBI bank):

 3 crore

Total partners investment:

4 crore

Each partners capital:

70 lakhs

All the six promoters and administrators of Ice Age

Ltd... will be equal partners and the profits sharing ratio
between them will be equal.

Introduction.

Founded in Mumbai, Maharashtra, Ice Age Ltd.. company is

setting up an Ice Cream manufacturing and selling parlor. The
project will have great significance in the present day context of
increasing weight and illness among the youth as well as adults
due to increasing fat and sugar intake due to increasing content
of sweetener in the Ice Creams and juices.

The manufacturing of all types of ice creams will be done at its

production site and then will be transported to its parlors
established in the heart of the city. Ice Age Ltd.. is entering the
Indian market with an aim of establishing its brand as a necessity
of the Indian buyers.

The company will follow a strategic positioning approach for the

target market. Ice Age Ltd.. has kept into account the income and
behavioral factor of the Indian buyers while designing the
products. It is important for the company to understand the
consumer behaviour before it goes into such a market. The Indian
consumer for the first time will have a premium product which is
eco-friendly, healthy and affordable.

Business strategy

Our business strategy will include the determination of the most

beneficial product market in term of establishing itself in this new
product segment. The most important factor for the success of Ice
Age Ltd. brand is the perception of the consumer and to what
extent it can build a positive image in the consumer’s mind. The
intensity of the business environment, the sustainable
competitive advantage of a quality product will give it a strong
base to build the market.
It is important for us to adopt a different strategy for the Indian
market since it is composed of quality buyers as well as those
who will buy for their family. Thus, we shall introduce some new
strategies so as to establish our self in the Indian market and
develop a strong customer base.

The Model used for preparing the marketing strategy by Ice Age Ltd.. in the Indian
Market

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The first growth vector will involves gaining penetration with the
existing product-market Ice Age Ltd. will attempt to attract
customers from competitors through its strategic positioning and
will establish strong brand equity.

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. We shall concentrate on the second growth vector and
study the strategy with respect to the Ice Cream market.

According to the recent studies, most of the newly

launched product or services fail due to improper analysis of their
internal and external needs.
 A company should most effectively and efficiently take care
of all the internal matters and needs.

Since internal analysis is so use full and the life cycle as well
as pricing is totally depended upon this analysis, Ice Age Ltd.. has
taken proper and fully effective steps in analyzing all the need
and requirements of the company.

During internal analysis the promoter should take care of the

following things:

Raw material requirement

Power supply

Labour requirement

Working force

Capital

Working capital

Internal rules and regulations

Proper management
 Proper material handling

The Indian market with its vast size and demand base offers great
opportunities to marketers. Two-thirds of countries consumers live
in rural areas and almost half of the national income is generated
here. It is only natural that rural markets form an important part
of the total market of India though the urban market is increasing
drastically. Our nation is classified in around 450 districts, and
approximately 630000 villages, which can be sorted in different
parameters such as literacy levels, accessibility, income levels,
penetration, distances from nearest towns, etc.

The rural bazaar is booming beyond everyone's expectation. This

has been primarily attributed to a spurt in the purchasing capacity
of farmers now enjoying an increasing marketable surplus of farm
produce. In addition, an estimated induction of Rs 140 billion in
the rural sector through the government's rural development
schemes in the Seventh Plan and about Rs 300 billion in the
Eighth Plan is also believed to have significantly contributed to
the rapid growth in demand. The high incomes combined with low
cost of living in the villages have meant more money to spend.
And with the market providing those options, trends and tastes
are also changing.

Thus Ice Age Ltd.. has decided to enter this market with the basic
idea of tapping the upper middle class which had established
itself as a huge tapped market in the perception of a lot of
national and multinational players who were then trying forages
into the Indian market.

NEED OF COMPARISION

ℑ Consumer Mindset
The consumers always have a different loyalty status for
different brands. Sometimes they buy some brand due to the
price or sometimes due to the features. Studying the
consumer’s mindset is of vital importance as perception of
individuals at the buying stage of various brands is
unpredictable and ever changing.

ℑ Market Share
 The market share of the players in the two wheeler auto
market needs to be studied to know which company is in the
booming stage and which company is in its closure stage.
Also the advertisement and promotional share needs to be
studied. Thus, market share helps us know the current
market leader and market follower so that our company can
develop an efficient marketing strategy for its product range
after analyzing the current market player’s position.

ℑ SWOT Analysis
The SWOT Analysis i.e. the Analysis of the Strengths,
Weaknesses, Opportunities and Threats of the company
products and its competitors at a glance.It needs to be
compared to get an overall analysis of all the major
companies and to know the company having better
strengths, more opportunities and on the other hand the
company having more of weaknesses and threats.

The above diagram represents the sales of the famous

Ice Cream parlors in Mumbai and their sales before Ice
Age entered the market
This diagram represents the sales pattern of all the Ice
Cream parlors in Mumbai including Ice Age Ice Cream
Parlor after one year from the launch of Ice Age Ltd...
(Estimated)

High initial launch cost

There is a large front-ended investment made in new products
including cost of product development, market research, test
marketing and most importantly its launch. To create awareness
and develop franchise for a new brand requires enormous initial
expenditure is required on launch advertisements, free samples
and product promotions. Launch costs are as high as 50-100% of
revenue in the first year and these costs progressively reduce as
the brand matures, gains consumer acceptance and turnover
rises. For established brands, advertisement expenditure varies
from 5 - 12% depending on the categories. It is common to give
occasional push by re-launches, which involves repositioning of
brands with sizable marketing support.

Market research
Customers purchase decisions are based on perceptions about
brands. They also keep on changing with fashion, income and
changes in lifestyle. Unlike industrial products, it is difficult to
differentiate products on technical or functional grounds. With
increasing competition, companies spend enormous sums on
product launches. Market research and test marketing become
inevitable. The business rests on the two aspects that are brand
equity and distribution network.

Marketing driven
In relative terms, marketing function has greater importance in
the Ice Cream industry. The players have to reach out to mass
population and compete with several other brands. The perceived
differences are greater than the real differences in the product.

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