ice Cream a How can a popular ice-cream maker increase sales? Background Dino Conti Ice Cream inc, based in Santa Barbara (USA), manufactures and distributes ice cream to consumers in California. It produces 15 flavours, which it distributes mainly to supermarkets and company-owned stares. its most famous: Producti its classic chocolate ice cream, sole under the Supakool label. Many People believe that Dino Conti’s SupaKool chocolate ice cream is the best inthe world. Dino Conti has expanded rapidly ip recent years, but now its growth is stowing down ‘Arecent fallin profits has disappoitited the management. The owner, Paolo Conti, wants the company to become more international. Chart 4; Dino Contt's main products (as 2% of turnover) on Classic Supakool chocoleteice cream 41% ‘Sixtop-selting flavours 32% 16% Other favours 14% ee teed yoghurt 8% oo Novelty products* 7% 3% ** iced fudge, chocolate bars, lolipops The future Peolo Conti has $3 milion to invest in his company so that it continues to expand ‘and become an intemational business. Here is an extract from a company profile that ‘appeared in a business magazine recently. foe a ‘a bigger factory $2.4 million (More production capacity; Lower unit costs | 2 Export to China and Russia $1.2 million ‘New markets ~ great sales potential k ‘3. Buyoutits major competitor $2:ilione Reduce competion; increase production capacity | 4 Developa range of exotic frit drinks $25 million Move into a new area | 5 Upgrade its equipment and feat of trucks | $1.2 milion Lower casts j & Distribute to more outlets ‘$500,000 Increase sales and profits : 7 _ increase its advertising budget $500,000 Increase sales/ Improve company image E 8 Makethe company more ‘green $200,000 Improve company image ané sales. I