Professional Documents
Culture Documents
ON
ICE CREAM INDUSTRY
SUBMITTED BY
KANISHKA MEHROTRA
CLASS XII E
CONTENTS
S. No. Title
1
10
11
Conclusion
12
Reference
Page No.
The ice cream industry in India is in many ways, reflective of the overall population
distribution. The countrys population is primarily rural with approximately 65% of the
population living in villages with a population of less than 5,000; this means there are
well over 150,000 villages with a combined population in excess of 650 million. This
has contributed to a highly fragmented industry that by many estimates has over
70,000 ice cream entities. Many of these are single family operations where the
product is made either in the home or in very small factories and sold on the streets.
The 350 million remaining people are concentrated in the cities where the industry is
reasonably concentrated in the hands of a few international and domestic firms. It is
estimated that only 30% of the entire market is organized and the industry meets
the classic definition of a fragmented industry, that is, one where there is an absence
of market leaders with the power to shape industry events. Ice cream or ice-cream is a
frozen dessert usually made from dairy products, such as milk and cream, and often
combined with fruits or other ingredients and flavours. Most varieties contain sugar,
although some are made with other sweeteners. In some cases, artificial flavourings
and colorings are used in addition to (or in replacement of) the natural ingredients.
This mixture is stirred slowly while cooling to prevent large ice crystals from forming;
the result is a smoothly textured ice cream.
Threats)
An ice cream is a refrigerated product and therefore has limited shelf life
Orange bar, Mango Dolly, Choco bar, Kesar kulfi, Cornetto, Feast, Cassata are
90% of the time a consumer asks for these flavors.
Ice cream majors however have been focusing on reach, pricing & impulse buy
only
In the last 15 years not much has been done to create brands or promote new
offerings
Kwality Walls
Parent Company
HUL
Category
Food Product
Sector
Food Products
Tagline/ Slogan
USP
Segment
Target Group
Positioning
Strength
Weakness
Opportunity
Threats
Parent Company
Amul
Category
Ice Cream
Sector
Food Products
Tagline/ Slogan
USP
Segment
Target Group
Positioning
Strength
Weakness
Opportunity
Threats
Vadilal Icecream
Parent Company
Vadilal
Category
Sector
Tagline/ Slogan
Happiness kaSwaad
Purely vegetarian with many options for the
customers
USP
STP
Segment
Target Group
Positioning
Strength
Weakness
Opportunity
Threats
SWOT Analysis
1. It has world class manufacturing facilities
providing excellent quality
2. Huge brand name locally in Gujarat providing a
good base to expand
3. Has good reputation and experience for being
in the industry for over 40 years
4. Huge variety in flavors of ice creams and
candies
5. Good brand recall and a lot of variety to choose
from
1. Less visibility and market share across the
country because of major players in the industry
2.Stronger competition stifling its growth
3. Brand visibility lower than other major players
1. Improve distribution network across India and
gain market share
2. Venture into other dairy products so as to
compete with other brands
1. Threat from the existing competitors as well as
local ice cream brands
2.Most people are not really brand conscious, so
loyalty might be an issue
We shall make over 50 flavors for children rather than conventional orange,
mango, choco, strawberry flavors. Our display board shall be as follows:
Low Cholesterol and fat free products for adults and seniors
Mass Brand Products for rural as well as urban markets
Product marketing
& sale
Product
Development
Product Packing,
Transportation
Market feedback
Product
Manufacture
Product
Development
Our ice creams shall boast of world class standards in area of product quality.
Every batch of ingredient goes through a stringent quality control before taken
for production.
The quality standards are in consonance with international norms, and no effort
is spared to ensure world class product reaches the hands of the end users.
Our Plants are ISO 9001:2008 & ISO 22000:2005 and HACCP Certified.
Our packaging shall be as per ISI and FDA standards for best hygiene
Yo Yo Cornetto
Yo Yo Chocolate Cup
Vending
Yo Yo Yogurt Cup
Yo Yo Ice Cream
Yo Yo Strawberry
Yo Yo Choco Yogurt
Marketing Plans
Yo Yo Product
Free scoops shall be given to customers for tasting and decision making.
Free replacement when children dropped their ice-cream.
Children under 13, registered with the school ID will receive free ice creams on
their birthdays.
Promotional campaign shall be run on television every alternate month for 1
year
Company will Associate with social causes by holding an Annual free scoop
night
A tie up with a market leader in soft drinks or fast food chain can also be
considered
Created positive image of the company as socially responsible organization.
All packaging shall be food grade suitable for children of all ages
Free home deliveries shall be opened up after 6 months of product launch
Online order booking web store shall be opened after 1 year. Orders for a
minimum of Rs 200 shall be delivered free of delivery charge
Product Pricing
The products shall be fairly priced with complete transparency to business associates
like
Customers
Whole seller
Retailer
Franchisee
Profits shall be shared with business associates and surplus if any shall be used
for new product development and their test marketing
1% of profit shall be shared with a recognized charitable institution of repute
Conclusion:
Ice cream markets in India are quite different than western world.
Not much focus has been made on rigorous marketing & sales promotion.
There have been deficiencies in branding there are no super brands in this
segment.
The product having short shelf life needs extensive care during manufacture,
packing, transportation under refrigeration, storage and quick turnover being a
food product.
References:
ISO Standards
HACCP Standards
OHSAS Standards