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Hafiz Mohsin Razzaq Mamoon ur Rashid Abdul Rehman (61) (69) (50)
Pakistan’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 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 Pakistan. 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,
Marco Polo brought the secrets of ice cream with him from the Orient. to make an early version of the sherbet. then Romans. which did a much better job of creating a light and fluffy frozen custard than beating by hand could do. Thomas Jefferson. teach Arab traders how to combine syrups and snow.and dairy product rationing was lifted. Now. This notable event occurred in 1775 in France. In the 1500s. then the discovery that freezing it would create a delectable dessert. however. The Chinese did. no proof of that. Catherine de Medici brought the concept of the sorbet to the French. There is. who were soon to make a great improvement on it. As you will have noted. specialty ice cream stores and unique restaurants that feature ice cream dishes have surged in popularity. the above are frozen desserts. how to make this frozen delight. In the 1940's through the 70s. traditional ice cream parlors and soda fountains started to disappear. These stores and restaurants are popular with those who remember the ice cream shops and soda fountains of days past. and then mixed with snow--so much so that he had special cold rooms built underneath the imperial residence in order to store snow. together with other sundry savories. who imitated Nero in having a special cold room for storing snow. Americans consumed over 20 quarts of ice cream per person in 1946. ice cream production was relatively constant in the United States. and was shortly followed by the invention of an ice cream machine. however. which gives some weight to the Marco Polo theory. provides us with the first recipe for ice . As more prepackaged ice cream was sold through supermarkets. although there is some evidence that the Chinese indulged in iced drinks and desserts. That invention awaited the development of the custard. Arab traders proceeded to show Venetians. America celebrated its victory with ice cream. as well as with new generations of ice cream fans. According to legend. not ice cream. sweetened with honey. The Emperor Nero was quite fond of pureed fruit.
syrup. ice cream (or. The next ice cream craze with the 1904 Louisiana Purchase Exposition in Saint Louis. that many municipalities passes laws forbidding the sale of soda water on Sunday. Tuff or Robert Green. more frequently. Until 1851. . cream ice) was solely made at home. So many. and many a girl and boy went courting over an ice cream soda. in fact. Numerous variations existed. he lighted upon his friend Ernest Hamwi. Charles Menches was doing a lively business selling scoops of ice cream in dishes. but without the evil influence of soda water. But an intrepid man from Baltimore. Near the turn of the century. named Jacob Fussell changed all that by opening the first ice cream factory. George Washington invested in one of the ice cream machines. Quickly afterwards. the drink became a national craze. the ice cream soda was created. who was selling a wafer-like cookie called zalabia (a Syrian treat). however--a scoop of ice cream falling in a glass of flavored soda water. although by who seems to be in question--either James W. The combination proved irrestible. the 'sundae' was invented--it contained the ice cream. At any rate. all the way up to the point that he ran out of dishes. Not to be outdone. but determined to still find a way to make a profit. It does seem to have been done by accident. Frustrated. and whipped cream of the soda.cream found in the United States.
He was granted a patent in December 1903. . or cornucopia. and gave it to the ice cream vendor. Hamwi was selling a crisp. a foundry town. was one of the first known independent operators in the ice cream cone business. A Business Is Born St. Enterprising people invented special baking equipment for making the World's Fair cornucopia cones. Marchiony. who emigrated from Italy in the late 1800s. Stephen Sullivan of Sullivan. waffle-like pastry -. Whether it's a waffle cone. Missouri.zalabis -. Hamwi. Americans have been enjoying ice cream on a cone. invented his ice cream cone in New York City. Because of ice cream's popularity. a Syrian concessionaire. a similar creation was independently introduced at the 1904 St.HISTORY OF THE ICE CREAM CONE For over a century. The cone cooled in a few seconds. Louis World's Fair by Ernest A. the vendor ran out of dishes. Louis.in a booth right next to an ice cream vendor. a sugar cone or a wafer cone. the vendor put some ice cream in it. 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. Although Marchiony is credited with the invention of the cone. the customers were happy and the cone was on its way to becoming the great American institution that it is today. quickly capitalized on the cone's success. 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. In 1906.
baking it and then splitting the mold so the cone could be removed with little difficulty.Sullivan served ice cream cones (or cornucopias. As the modern ice cream cone developed. as they were still called) at the Modern Woodmen of America Frisco Log Rolling in Sullivan. Missouri. baked in a round shape and rolled (first by hand. or pouring the batter into a mold. Hamwi was busy with the Cornucopia Waffle Company. Slight changes in automatic machinery have led to the ice cream cone we know today. The rolled cone was a waffle. The second type of cone was molded either by pouring batter into a shell. inserting a core on which the cone was baked. In the 1920s. Now. two distinct types of cones emerged.000 cones every 24 hours. and then removing the core. In 1910. . later known as the Western Cone Company. later mechanically) as soon as it came off the griddle. the cone business expanded. millions of rolled cones are turned out on machines that are capable of producing about 150. he founded the Missouri Cone Company. At the same time. In a few seconds. it hardened in the form of a crisp cone. Cone production in 1924 reached a record 245 million.
such as plant derivatives. usually more. color. and the debate over whose ice cream is the best rages on each year. Ice cream contains nonfat solids (the non-fat. protein part of the milk). The use of varying percentages of milk fat affects the palatability. smoothness. .FROM THE COW TO THE CONE How Ice Cream Is Made Everybody has a favorite flavor or brand of ice cream. texture and food value of the finished product. ice cream production basics are basically the same everywhere. the single most critical ingredient. skim milk and whole milk are the usual sources of nonfat solids. The most important ice cream ingredients come from milk. calcium. While each manufacturer develops its own special recipes. Federal regulations state that ice cream must have at least 10% milk fat. The dairy ingredients are crucial in determining the characteristics of the final frozen product. Nonfat dry milk. Gourmet or super premium ice creams contain at least 12% milk fat. Stabilizers. minerals and vitamins). The sweeteners used in ice cream vary from cane or beet sugar to corn sweeteners or honey. which contribute nutritional value (protein.
the ice cream can be packaged in a variety of containers. The next step is the addition of bulky flavorings. . These basic ingredients are agitated and blended in a mixing tank. Emulsifiers. After the flavoring additions are completed. the mix is aerated by "dashers. such as fruits. allowing the mixture to stay smooth and creamy.500 pounds per square inch breaks the milk fat down into smaller particles. The hot mixture is then "shot" through a homogenizer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients.and diglycerides. 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. 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. such as lecithin and mono. nuts and chocolate chips. are also used in small amounts. The ingredients are either "dropped" or "shot" into the semi-solid ice cream after it leaves the freezer." revolving blades in the freezer.5 pounds per gallon." and is limited by the federal standard that requires the finished product must not weigh less than 4.000 to 2.are commonly used in small amounts to prevent the formation of large ice crystals and to make a smoother ice cream. where pressure of 2. During freezing." where sub-zero temperatures freeze the product to its final state for storage and distribution. where it is heated and held at a predetermined temperature. cups or molds. The amount of aeration is called "overrun. The mixture is then pumped into a pasteurizer. It is moved quickly to a "hardening room.
There is plenty of information on food labels.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. 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 .
Here are some of the terms consumers are seeing in the supermarket. These FDA standards follow the federal Nutrition Labeling and Education Act (NLEA). or the company's own brand. no matter what brand or type they buy. and exactly what those terms mean: Ice cream is a frozen food made from a mixture of dairy products.5 grams of total fat per serving. containing at least 10% milk fat. 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. Food and Drug Administration (FDA) sets standards of identity for many foods so that consumers will get a consistent product. which governs all food labeling. For ice cream.S. Quality Segments .) "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. "Reduced fat" ice cream contains at least 25% less total fat than the referenced product (either an average of leading brands.The U.) "Low fat" ice cream contains a maximum of 3 grams of total fat per serving "Nonfat" ice cream contains less than 0.
there are commonly used marketing phrases that describe ice cream products in terms of quality segments. Overrun refers to the amount of aeration the ice cream undergoes during its manufacture that keeps the mixture from becoming an inedible frozen mass. quality of ingredients and the amount of overrun (air) in the product. such as "super premium. and the manufacturer uses higher quality ingredients. product packaging. Overrun is governed by federal standards in that the finished product must not weigh less than 4. ." "premium" and "economy. and the manufacturer uses the best quality ingredients. brand positioning. "Super-premium ice cream tends to have very low overrun and high fat content. "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. "Premium" ice cream tends to have low overrun and higher fat content than regular ice cream." Several factors can contribute to a product's quality segment. such as price.In addition.5 pounds per gallon.
Proposed Flavors: World famous Vanilla and 20 different mouth watering flavors. Specially made for health conscious and sweet tooth people. .Company profile: Name: Ice Age The Healthy Ice Cream Parlor Date of Launch: 20th September 2006 Product: Sugar free and Fat free healthy Ice Creams. Health conscious desert. Project: Manufacturing and selling of healthy sugar free and fat free Ice Creams.
.. .Head of department/ management: Hafiz Mohsin : Finance Mamoor Rasheed : Public Relation Abdul Rehman : Marketing Fakhar : Product Testing Ayesha abbas : Human Resources Fizzah S. will be equal partners and the profits sharing ratio between them will be equal.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.
The intensity of the business environment. the sustainable . Ice Age Ltd.. The Pakistann consumer for the first time will have a premium product which is eco-friendly. Ice Age Ltd. 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 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. Maharashtra. is entering the Pakistann market with an aim of establishing its brand as a necessity of the Pakistann buyers. 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.Introduction. It is important for the company to understand the consumer behaviour before it goes into such a market. 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. Ice Age Ltd.. has kept into account the income and behavioral factor of the Pakistann buyers while designing the products.. Founded in Mumbai. The company will follow a strategic positioning approach for the target market. healthy and affordable.
in the Pakistann Environment Analysis Marketing Strategies Future Plans Conclusion .. we shall introduce some new strategies so as to establish our self in the Pakistann market and develop a strong custome Product Range Internal Analysis External Analysis The Model used for preparing the marketing strategy by Ice Competitors Analysis Market Age Ltd. Thus.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 Pakistann market since it is composed of quality buyers as well as those who will buy for their family.
will attempt to attract customers from competitors through its strategic positioning and will establish strong brand equity. The fourth growth vector will be to diversify into new product markets.The first growth vector will involves gaining penetration with the existing product-market Ice Age Ltd. It will be aimed not only for the existing market but also for the price conscious segment. We shall concentrate on the second growth vector and study the strategy with respect to the Ice Cream market. A company should most effectively and efficiently take care of all the internal matters and needs. most of the newly launched product or services fail due to improper analysis of their internal and external needs. The third growth vector will apply the same products to the new markets. The second growth vector will involves product expansion while staying in the current market. will then offer a new product. Ice Age Ltd. According to the recent studies. .
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 .. Ice Age Ltd.Since internal analysis is so use full and the life cycle as well as pricing is totally depended upon this analysis. has taken proper and fully effective steps in analyzing all the need and requirements of the company.
It is only natural that rural markets form an important part of the total market of Pakistan though the urban market is increasing drastically.. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. The rural bazaar is booming beyond everyone's expectation. income levels. The high incomes combined with low cost of living in the villages have meant more money to spend.The Pakistann market with its vast size and demand base offers great opportunities to marketers. 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 . distances from nearest towns. And with the market providing those options. trends and tastes are also changing. This has been primarily attributed to a spurt in the purchasing capacity of farmers now enjoying an increasing marketable surplus of farm produce. Our nation is classified in around 450 districts. accessibility. etc. and approximately 630000 villages. penetration. 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. In addition. Thus Ice Age Ltd. which can be sorted in different parameters such as literacy levels.
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. Also the advertisement and promotional share needs to be studied. Sometimes they buy some brand due to the price or sometimes due to the features. Thus. NEED OF COMPARISION ℑ Consumer Mindset The consumers always have a different loyalty status for different brands. 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.national and multinational players who were then trying forages into the Pakistann market. 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 .
e. It needs to be compared to get an overall analysis of all companies and to know the company the major better having strengths. more opportunities and on the other hand the company having more of weaknesses and threats. the Analysis of the Strengths. Opportunities and Threats of the company products and its competitors at a glance.The SWOT Analysis i. Weaknesses. 45 40 35 30 25 20 15 10 5 0 1st Qtr natural baskin and robbins gelato others The above diagram represents the sales of the famous Ice Cream parlors in Mumbai and their sales before Ice Age entered the market .
free samples and product promotions. gains consumer acceptance and turnover rises. (Estimated) High initial launch cost There is a large front-ended investment made in new products including cost of product development.. To create awareness and develop franchise for a new brand requires enormous initial expenditure is required on launch advertisements.35 30 25 20 15 10 5 0 1st Qtr natural ice age gelato baskin and robbins others 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.. For established brands. market research. test marketing and most importantly its launch. Launch costs are as high as 50-100% of revenue in the first year and these costs progressively reduce as the brand matures. advertisement expenditure varies .
income and changes in lifestyle. The players have to reach out to mass population and compete with several other brands. Marketing driven In relative terms. it is difficult to differentiate products on technical or functional grounds.from 5 . Unlike industrial products. Market research and test marketing become inevitable. Brand equity Brand equity refers to the intangible asset in the form of brand names. The business rests on the two aspects that are brand equity and distribution network. The perceived differences are greater than the real differences in the product. which involves repositioning of brands with sizable marketing support.12% depending on the categories. The consumer's loyalty for a particular brand is due to the perception that the product has distinctively superior and consistent quality. marketing function has greater importance in the Ice Cream industry. satisfies his/ her specific needs and provides . They also keep on changing with fashion. Market research Customers purchase decisions are based on perceptions about brands. companies spend enormous sums on product launches. With increasing competition. It is common to give occasional push by re-launches.
A successful brand generates strong cash flow which enables the owner of the brand to reinvest a part of it in the form of aggressive advertisement/ promotion to reinforce the perceived superiority of the brand. It takes enormous time and effort to build a chain of stockiest. when a product offers a strong breakthrough. There are entry barriers for a new entrant as a new product is typically slow moving and has lesser consumer demand. and maintain a robust distribution network. one of the most critical success factors is the ability to build.better value for money than other competing brands. equity build up rapidly and so does the distribution network. Availability near the customer is vital for wider penetration as most products are high value products. Distribution network In this sector. retailers. The worth of a brand is manifested in the consumer's insistence on a particular brand or willingness to pay a price premium for the preferred brand. develop. However. dealers etc and establish their loyalties. Established players use their clout to inhibit new entrants. The major problems faced while marketing in the Pakistann market: . Therefore dealers/ retailers are reluctant to allocate resources and time.
the dialects are estimated to be around 850. and. which are cheaper. The rural customer usually has 2 or 3 brands to choose from whereas the urban one has multiple choices. Many Languages and Dialects: The number of languages and dialects vary widely from state to state. c. Different way of thinking: There is a vast difference in the lifestyles of the people. d. Even though the numbers of recognized languages are only 16. The messages have to be delivered in the local languages and dialects. b. The kind of choices of brands that an urban customer enjoys is different from the choices available to the rural customer.a. more desirable to mass.Underdeveloped People and Underdeveloped Markets: The number of people below poverty line has not decreased in any appreciable manner. therefore. Prevalence of spurious brands and seasonal demand: For any branded product there are a multitude of ‘local variants’. Thus underdeveloped people and consequently underdeveloped market by and large characterize the Pakistann markets. The difference is . region to region and probably from district to district.
also in the way of thinking. . The rural customer has a fairly simple thinking as compared to the urban counterpart.
(Product. When we look at the Pakistann Ice Cream market we see that the leader’s naturals have constantly maintained its market leadership by constantly differentiating on the basis of new flavors. Place) Thus. to survive in this industry will be to differentiate itself. And coming up with line extensions with regular frequency. as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in Pakistan. Promotion. The only alternative for Ice Age Ltd. . Price.The concept is to make the product different from those of its competitor. This differentiation could be on the basis of the marketing mix.
Ice Age is a healthy ice cream parlor which targets the higher middle class and rich class of the society. The ice creams are specially made keeping in mind all the health conscious people as well as youth and people who suffer from illness like diabetes. diabetic people. etc… . Hence Ice Age Ice Creams targets the market where people from age group 1 year to 80 years can enjoy their favorite ice cream keeping in mind health conscious people.“Ice Age” – the healthy ice cream parlor offers a wide range of sugar free and fat free ice creams. young people. Ice Age targets the market where people are ready to buy healthy junk food due to their taste buds and the fact that Ice Age Ice Creams are totally fat free and sugar free with the same original taste. Due to the variety of flavors and the specialty of being sugar free and fat free makes the Ice Age Ice Creams more popular among the fitness and health conscious people.
Frequent or “heavy” users of frozen desserts would a great target. desserts are consumed for pleasure. one might be able to make large margins selling to that market. during recreation or at a restaurant). such as frequency of consumption. The two most important variables are probably price sensitivity and the taste-calorie tradeoff. but this group is not readily identifiable and reachable—these consumers are not likely to have distinct media habits or to frequent particular stores. consumption occasion (at home. there is a large market that will not buy desserts that are priced too high. On the other hand. for . taste. therefore. at a social event. and many will therefore want to limit the amount of calories in the desserts they consume. and desired serving size. at work. some of the manufacturers will want to provide value-priced frozen desserts that may sacrifice quality somewhat. and other consumers are unwilling to sacrifice the taste provided by calorierich desserts. There are also certain people who have high metabolisms or engage in strenuous activity. Consumers today tend to be increasingly health conscious. On the other hand. relative importance of calories vs.Segmentation variables Several variables differentiate consumers who prefer different kinds of Desserts. Therefore. leaving them with less worry about weight gain. The reason that price sensitivity is especially important is that some consumers will pay high prices for a product of high quality. price sensitivity.
reasonable categories might be taste dominated. twelve combinations emerge. with each consumer being somewhere on the continuum from extremely price insensitive to extremely sensitive. They can be quite unforgiving to the brand if they have a bad experience. Often. they buy from specialty stores. value-conscious. these connoisseurs will often exchange tips with each other on what to try.” With four levels of price sensitivity and three levels of taste-calorie tradeoffs. and calorie “misers. In terms of the taste-quality dimension. and highly price sensitive groups. These consumers want high quality ingredients and tend to be very brand conscious. “Price Insensitive Indulgers” are consumers who take their dessert experiences seriously and will let neither price nor calories get in the way of their desserts. such as bakeries.example. Because their high level of involvement. However. but may also indulge in super-premium ice . but is addressed already to some extent by price sensitivity. The more important segments will be discussed. balance seekers. Serving size preference is an important issue. it seems reasonable to divide consumers into insensitive. price sensitive. Segments Based on Combinations of Variables Price sensitivity is clearly a matter of a degree.
On the other hand. Parents are concerned about the amount of calories that they and their children consume. They tend to buy branded products and pay attention to calorie contents on the containers. this group will prefer small serving sizes of rich desserts. “Sophisticated Waist liners” are greatly concerned about their figures and dread calories. The “Dessert Pragmatists” represent a large group of consumers who enjoy good desserts but are concerned about both price and quality. They therefore often buy regional and store brands. They buy ice cream and other sweets frequently and eat large portions. This group tends to buy what is on sale. They care about taste and will not buy a low fat concoctions without taste. “Value Gluttons” are concerned about price but are less concerned about calories. Some are affluent while others are willing to make financial sacrifices to stay healthy. but will tend to switch brands if their favorite dessert is not on sale. large families. This group tends to shop in upscale supermarkets and in convenience stores. they tend to avoid high fat ice-creams. . so they tend end up buying what is less expensive. and desserts are often consumed in a social setting. Often. This group predominantly consists mostly of women. generics. They are willing to pay more money for a good dessert. A dessert has to be relatively inexpensive for them to buy it. this group includes modest income families. or families headed by a single parent. This group enjoys sophistication in selecting high quality products and is very status conscious. but money is limited. or store brands. “Budget Conscious Realists” consist of consumers who are very price sensitive and are moderately concerned about calories. Typically.cream.
Strengths: • Less fixed cost required • Healthy • No side effects • Less consumption of sugar • Less consumption of fats • Reduces chances of illness like diabetes • Useful for health conscious people • Tasty with health • Variety • Eco-friendly Weaknesses: • Slightly high in price due to use of special products Opportunities: .
• Introduction of new flavors • Easy in achieving break even point • Prices can be reduced in short run Threats: • Lot of competition from existing Ice Cream parlors offering sugar free ice creams .
There are many choices in today’s ice cream case to suit a wide variety of consumers taste. .) "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. There is plenty of information on food labels.) "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. but what does it really mean? Where Ice Age does stands?? Ice cream is a frozen food made from a mixture of dairy products. or the company's own brand. 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.Ice Age Ltd… introduces Ice Age Ice Creams – The Healthy Ice Cream Parlor which brings to you a new generation of ice creams.
• Introduction of new product in the market • Completely fat free ice cream • 98.99% sugar free ice cream • Eco-friendly • Healthy • Zero side effects • Ice creams for all age groups • Total health conscious product • Blend to suite the taste buds with health in mind • Variety of flavors for the first time in sugar free and fat free concept • More than 30 different flavors to choose from • Same taste .
Ice Age Ltd… will be establishing its marketing throughout Mumbai. 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) . Ice Age ice creams being fat free and sugar free requires some extra indegrients and products which increases the cost of the ice cream by 15 – 20 %. The segmentation of Ice Age ice creams is done on the basics of “Demographic segmentation” and “psychographic segmentation”. Ice Age ice creams being an entirely new product in the market will initially operate only in Mumbai till further expansion.
• R mall (Mulund) 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. Pull promotion strategy involves promoting your product on a very large scale and making it visible on the market. . thus raising the customers curiosity about the product and hence inducing them to buy it. Push promotion strategy involves getting the retailers/dealers to vouch for your product by giving them larger profit margins and giving them incentives for the number of sales of your product that are made from their shops/showrooms.
Star.We will give all the retailers/direct-dealers a good profit margin than our competitors are providing them but not at the initial stage because we are focusing to attract our target market using diversified means of promotions and advanced technology to our customers at reasonable price. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas. So radio announcements will be made and advertisements will be . Zee. Sony and Doordarshan etc will be our main promoters. ℑ Television advertisements: Advertisements to promote and market our product will be shown on leading television channels. Hence we have decided not to go for push promotion strategy at present but instead we have decided to go for pull promotion strategy. We will also give them incentives for vouching for our product at a later stage as we settle down in the market. ℑ Radio is the medium with the widest coverage. Many people listen to other people's radios or hear them in public places. Major music and family channels will promote Ice Age Ice Creams as they will reach out to the youth as well as all age groups. whether or not listeners actually own a set.
its affordability and vast distribution network.announced on the radio about the product features and price. college areas and various other locations. qualities. banners. ℑ Banners. These booklets will provide information about our company. etc. discs. . malls. ℑ Print Ads: Daily advertisements in leading newspapers and magazines will be used to promote the product. neon signs will be displayed at clubs. the products offered which suits the customers need according to their taste. ℑ Booklets and pamphlets: Booklets will be kept at ice cream parlors for the customer to read. Leaflets at the initial stage will be distributed at railway stations. ℑ Workshops and seminars: Workshops and seminars will be held in colleges to make people aware about the company and product features. outside theatres and shops to promote our range of flavors. neon signs: Hoardings.
cost of production.The pricing strategy adopted by Ice Age Ltd. which is already facing immense competition. etc… and after analyzing this data the finance manger Mr. store charges.e. . transportation cost. And breaking this competition and attracting new requires quality product at low price. After considering all the factors i. Justin D’costa coated the price list according to the material requirement of the product and the making charges with considering all other of the store also. Hence our product will be priced low which will be economical and will encourage new buyers. Hence we have adopted the penetration pricing method for capturing market share and establishing ourselves in the market. for its two wheeler electronic bikes is PENETRATION PRICING because it is a total new brand. which is entering a market.
According to Mr. having a variety of ranges in sugar free and fat free ice creams. All the party event.Ltd… The launch was held at “Ra: lounge” at phoenix mills on 20th September 2006. guest list and management and co-ordination of the launch were taken . the product launch was also held in Mumbai. Justin D’costa the cost of per scoop of ice cream will Rs. After deep research and market survey it was found out that the company will meet its break even point of production within 1 year of its expected sales of 50000 units per month. Since the first manufacturing and selling unit of the company is set up and functioning in Mumbai. the management decided to launch such a unique product in the heart of the country: Mumbai. Ice Age Ltd… being one of its kinds. The launch of Ice Age Ice Creams Parlor was given to FountainHead Promotion and Event Pvt. 35 which would earn the company a profit of 20% on cost.
Akash Deep Sen. Akash Deep Sen. high profile diabetations. All the guests were asked their opinions on the new concept of healthy eating. ramp models. film stars.Ltd… To promote our product in an entirely new market and since our product is entirely a new concept in the market Mr.care by Mr. best doctors who promote healthy eating. Their opinion was a treasure for our company which would be help full during further expansion and customer satisfaction. The guests invited on the launch were basically top role models. because of this reason the management has decided that currently there would only be 5 outlets of the companies ice cream parlor through out Mumbai. the senior executive of the FountainHead Promotion and Event Pvt. Arranged an excellent guest list. health conscious people on small as well as big screen of bollywood and top gym owners. As the company progresses in 3 – 4 months the . Ice Age Ltd… is a entirely new concept in the segment of frozen deserts.
.A. • Slowly capture all aspects of healthy eating i.C countries. throughout the country and then through-out the world…. • To slowly start a manufacturing unit first in Pune. cakes. • One of the dreams of the promoters of Ice Age Ice Creams is to spread the concept of healthy eating through-out the S. juices. sweets.e. . etc….A. Goa. • To merge with “Yoko Sizzlers” and open our ice cream outlets at all Yoko sizzlers outlets. • Give franchise to reputed dealers through-out Mumbai. introduction of healthy snacks.R. Delhi and Calcutta.management has lots of plans about the future expansion of the healthy eating concept through-out state. chocolates. Madras.
Due to our special fat free and sugar free ice creams all age groups will be able to enjoy the same old taste of ice creams but with a dash of health. offers to attract more customers and to make them more familiar to our brand. Due to our new technique of production and distribution. sales promotions. Gelato.000 units. offers. Baskin and Robbins. Their combined sale figures through-out the month is about 1. 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. etc… are the leading ice cream parlors in Mumbai. but with the concept of healthy eating we accept our sales to be around 50.In today’s world of ice creams. Their advertising strategies. 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. sales promotions.000 to 60.50. Naturals.000 units per month. .
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