Market Segmentation

Group 02

Product name: Natural _ Ice cream

Product category: frozen dessert

About Naturals…

• Keeping this in mind, Natural Ice Cream introduces new flavors very often, using the best fruits,
choicest nuts and premium local fresh milk.

• Shri R.S. Kamath, founder of Natural Ice Cream pondered about this weary dessert situation.
Thus, the creation of a sensational combination of Kulfi and ice cream came about.

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• He wanted to share this creation with the rest of the world and started Natural Ice Cream at a

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small parlour in Juhu, Mumbai in 1984, making way for a new era of frozen dessert in India.

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• Slowly and steadily the brand grew to great heights through word of mouth publicity spread by
rs e
Mumbai’s upper crust including noted film artists, politicians, and sport players and so on...
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• There are over 119 outlets in India, 4 in Goa
• In 2006, Natural Ice-cream was voted as one of the top ice creams in 2nd Consumer Reaction
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Award conducted by Bharti vidyapeeth Institute of Management Studies & Research & DNA
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Newspaper
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• The result - More than 25 years of trust, serving the best in traditional natural ice cream and 5
time winner of national consumer product awards. Thus, creating a revolution in frozen dessert
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Advertise in printed Media

News paper
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Mid-Day
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The Economic times

The Navhind times

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Times of India

Hindustan times…etc

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https://www.coursehero.com/file/14944900/Market-Segmentation/
 As there are some of Quotations

• “Natural’s Ice cream, in between Scoops of fresh Custard apple, he talks shop”

Amir khan 23-Dec-2001_ The times of India

• “Natural’s Ice Cream with hot roshagullas-that’s my recommendation to the truly reckless”

Bipasha Basu 25-Mar-2002 _ The times of India

• “Natural’s Ice cream is on all-time favorite”

Sanjeev Kapoor 15-Sep-2002_ Mid-Day

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Some questionnaire from consumers:

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1. Why do you like natural’s ice-cream?

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• Taste
• Quality
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2. What is the speciality of Natural’s ice cream?
• Healthy ice cream
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3. How do you being attract by Natural’s ice cream

• Online ordering
• Freshness
• brand
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Competitors
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 Kawlity Waltes
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 Flavour 24

• Both competitors are manufacturing natural fruit ice cream

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• And mostly Targeting health conscious people, teenagers. Middle income group etc

This study source was downloaded by 100000805574105 from CourseHero.com on 10-20-2021 03:45:27 GMT -05:00

https://www.coursehero.com/file/14944900/Market-Segmentation/
 NAME OF Childre Youth Adults Old Age
SEGMENT n
Benefits Taste Taste Health Health
sought
Category Instant Instant Healthy Healthy
benefit

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Preferred Natural Naturals Naturals Naturals

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brands s

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Volume of rs e
High High Middle Low
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consumption
Occasion of Regular Fun, party, party, night Night time
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use time walking

vi y re

walking
Media habits Banner Newspaper Newspaper Newspaper
ed d

s
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Personality/lif Those Regular Health Health

e style Who conscious conscious
is

like
Th

Demographic Above Students, Middle Specially

s 3 years Teenagers income Urban
sh

old Areas

This study source was downloaded by 100000805574105 from CourseHero.com on 10-20-2021 03:45:27 GMT -05:00

https://www.coursehero.com/file/14944900/Market-Segmentation/
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