Company: The Brooklyn Creamery

Regions Covered: Mumbai & Hyderabad

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Project Objectives
 Conduct an in-depth analysis of the marketing mix of competitors of TBC and understand the
breakup of marketing spend between aggregators/social media

 Analyze what competition is doing in online and offline channels, the division of sales that
come from aggregators/their website and their ROI

 Create a comprehensive and actionable plan for the marketing mix for TBC and recommend
how and where TBC should invest in marketing to amplify sales

Deliverables
 Competitor Analysis: Explore the website and aggregator platforms that sell the competitors'
products and extrapolate their marketing mix. Also, collate the learnings about what they are
doing well and where they are lacking – to be used to create recommendations for TBC

 Marketing Spend Optimization: Evaluate the marketing channels, consumer touchpoints and
strategies that will drive the most value for the firm and develop an extensive plan to allow the
company to come up with the most cost-effective media spend plan

 Understanding the Target Market: Conduct a consumer survey to study their awareness level
about the healthy ice-cream industry and TBC, and identify their purchase behavior. Also,
understand the potential reasons for dropout before making the purchase – to be used to give
suggestions to reduce dropout levels

Requirements from the Company

 Click to conversion rate – Data for the number of people who click on the advertisement on
various social media sites and are redirected to the aggregators. Also, the ratio of conversions
that come from these clicks

 The breakup of sales for different variety of products (low calorie, keto, vegan, etc.) and size of
SKUs

 Advertisement frequency on social media channels and types of offers and discounts given on
aggregator sites

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Background & Literature Review
The Indian ice cream market is expected to grow at a CAGR of 17.3% during 2021-2026, according to a
report released by IMARC Group. It has identified Maharashtra as the largest state-wise market in
India, accounting for nearly 14% of the market share.  

Although sugar content in desserts is typically higher across India and generally consumers do
not consider it to be a crucial factor at the time of their buying, more and more consumers in recent
years are becoming aware of the high fat and sugar content of ice cream and are looking for natural,
low calory, low sugar, high protein alternatives. Even as the standard fat content in ice cream has
lowered to approx. 5%., consumers are looking for even lesser fat content variants.  

A Global Data market pulse survey proves that terms like "low calorie", "rich in fiber", and "no added
sugar" have become popular in India. It also reveals 78% of consumers are trying to reduce their fat
consumption, and 77% of Indian consumers find "high protein" claims to be appealing. 

With increased disposable income, rapid urbanization, and increased awareness, a market
opportunity targeting affluent, educated and health-conscious urbanites willing to pay premium
prices for a healthier substitute without comprising the taste have emerged.  

There is a belief that healthy life is complicated, overwhelming and restrictive, which is being
challenged by many brands with products that are nutritious, tastier and healthier without
requiring any behavioral change. The artisanal ice cream sector is nascent in India but can be tapped
by the companies as it has high growth potential.   

Competitor Analysis 
Since TBC is a niche player in the market occupying a premium category, the direct competitors are as
follows: 
  
 Minus 30: Serving only Mumbai, New Delhi, Dehradun, and Chennai, Minus 30 is not
present on third-party aggregator channels. Instead, it focuses on two modes of delivery
through its website ( https://minus30.co) – same-day and next-day delivery. The same-day
delivery depends on local courier services like WeFast to get the products delivered. The
website banner mentions that the company provides various options like vegan and sugar-
free ice creams. The product mix segmentation has been done in 5 major categories i.e.,
indulge, intox, sorbet, vegan and sugar-free and Hot Chocolate, encompassing a total of
approximately 50 unique offerings. 
  
 NOTO: NOTO Ice Creams service Mumbai, Bengaluru and Delhi through its official
website ( https://eatnoto.com ) and third-party aggregators. The company tagline "The Ice

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 Cream that Loves You Back" suggests that it places a major focus on providing healthy ice
creams to the customers. Each listing on the website has accompanying health details
benchmarking the calories/fat content with a "normal" serving. The website also has pre-
made bundles for special occasions in addition to seasonal specific offers (e.g., Rakhi gifting
offers and bundles in August). There are several options for the site visitor to make their
own bundles and wish lists and provide feedback with comments on the product pages to
increase customer engagement. The site's four major product categories are as follows:
Gifting, Bundles, Ice Creams and Popsicles. The product categorization on third-party
aggregators eliminates Gifting and Bundles options to induce the buyer to use the official
website for their purchases. 
  
 Get-a-whey: Get-a-whey serves Ahmedabad, Mumbai, Bengaluru and Pune through its
official website ( https://getawhey.in ) and extensive brick-and-mortar store network
present in these cities. The company provides health options like keto, sugar-free etc.
Additionally, hampers based on seasonal festivals provide the customers gifting options on
special occasions. Get-a-whey includes a unique feature called "Scoop Club," which is a
subscription-based model to induce repeat purchase behavior. There is no product
categorization on the website since the brand offers only gelatin-based ice-cream tubs in
125ml and 520ml packs. 
 

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Methodology 

Market Analysis  
 Secondary research to identify the current market share and market
potential across various channels, geographies and SKUs 
 Primary data from consumers through online customer surveys and in-
Step-1 
depth interviews to understand  consumer buying patterns, preference
of sales channels by consumers , and profile the consumers into
different categories. 
 
Competitor & Company Analysis  
 Identification of major competitors and players in the lifestyle-focused ice-
cream segment.  
 Analysis of strategies adopted by the company to identify the problems as well
as strengths of the current marketing mix and sales channels 
Step-2   Secondary research (competitor's websites, social media handles, blogs &
aggregators website) to identify the marketing strategy and offline vs
online retail mix of competitors 
 Collection of data through online surveys and interviews to identify the brand
recall and brand image of the competitors and company 
 
Reverse engineering website e-commerce funnel & gap analysis  
 Identify the reasons of dropouts at each level of e-commerce funnels for the
company by collecting consumer data (questionnaire asking the website
interface experience, influence of advertisements etc) 
Step-3 
 Benchmark the numbers obtained for the company in the above
point against the lifestyle ice cream industry or similar industry like the health
bar industry 
 
Estimate the right marketing % mix  
 Determination of the suitable channel  for sales and promotion - based
on analyzing the competitors and consumer preference data. 
Step-4   Estimating the total marketing cost and percent break up of
cost across different channels by benchmarking against the industry and
competitors.  
 
Recommendations to improve ROI and sales  
 Recommend the marketing strategy and distribution channels for the company 
Step-5 
 Devise strategies to minimize the dropouts at each level of the
e-commerce funnel by solving the problems identified in step 3   

Project Timeline

5
 
 Tasks Week Week 2  Week 3  Week 4  Week 5  Week 6  Week 7  Week 8 
1 
Market Analysis – Understand the                        
healthy ice-cream industry,
consumer needs and preferences
for product, price and place of
purchase
Competitor Analysis - Compilation                        
of data from competitor websites
and social media channels about
their products, advertisement and
other efforts
Funnel Gap and mid Review –                        
Identifying the breakup of
advertising spend on different
channels and sales achieved for
competitors
Marketing Mix Determination-                        
Formulating the marketing mix for
TBC basis the primary data
collected from potential consumers
and secondary research done for
the competitors 
Feedback Incorporation – discuss                        
the strategy developed with TBC
team and deliver the final report
after any changes required