OB1, Trim I, 2022

There are two components that need to be submitted by the end of 2 hours of scenario
sharing on 14.8.2022 – Template 2 and Slide Deck (Guidelines given below for both)

Template 2 for Decision making Assignment

Group No.: 6

Member names (and Roll Nos.):

Rishikesh Dwarakanath – G005

Kunam Shreya Reddy – G007

Deivina Sati – G012

Devanshu Kshatri - G019

Anurag Dutta – G020

Rishi Chandra - G024

Anugrah Hiwale – G035

Organizational details

Name of the company: I-Scream Foods Pvt. Ltd.

Sector: Fast Moving Consumer Goods

Product (description and name): Vegan Ice Cream (I-Scream)

Region of focus: Western Maharashtra

Mission: We are committed to employ only the purest components and intent in all of our
products and our customer interactions.

Annual Sales: 45 Crores

Post tax Profit: 2.25 crores

Leadership Role details:

Student Name Position/Role in organization. Please

state the focus area and few KRA for
each role.

Rishi Chandra CEO (Chief Executive Officer)

Focus Area:
Create objectives and plans for the
company’s expansion.

Key Responsibility Area:

Incorporate major decisions in the
company along with setting objectives
with the Board of director and also serve
as the public face of the I-Scream Foods
Pvt Ltd.

Devanshu Kshatri COO (Chief Operating Officer)

Focus Area:
Overseeing all operational and
administrative functions, managing
internal affairs of I-Scream Foods Pvt
Ltd.

Key Responsibility Area:

Decision Making, execution of strategies
developed by the top management team.

Rishikesh Dwarakanath CFO (Chief Financial Officer)

Focus Area :
Engage investors and the market at
large, and make sure your business is
performing well .

Key Responsibility Area :

Oversee the primary regulatory, risk-
management, and audit obligations of
the finance function.
Kunam Shreya Reddy CMO (Chief Marketing Officer)
Focus Area:
Planning, development, and execution of
marketing and advertising initiatives.

Key Responsibility Area:

Generate revenue by enhancing sales
through conducting marketing activities
using market research, pricing, product
marketing, and advertising.

Anurag Dutta CTO (Chief Technology Officer).

Focus Area:
Develop a technical vision for the
organization with an emphasis on
optimal technological spending and
ensuring seamless operations.

Key Responsibility Area:

Verify that all technological practices
adhere to regulatory standards and
compliance.

Anugrah Hiwale CIO (Chief Innovation Officer)

Focus Area :
Oversee all new products' research and
development.

Key Responsibility Area :

Implementing organizational wide
changes that look to enhance the
company’s market competitiveness.

Deivina Sati CSO (Chief Sustainability Officer)

Focus Area :
Introduce autogenic, environmentally
friendly initiatives as and when the
opportunity arises in the course of
business.

Key Responsibility Area :

 To ensure the company’s overall
functioning is in line with the current
environmental standards set by the
government.

Round 1
Decision making Technique used:
○ Describe your Decision Making process in detail, how it unfolded, who
participated, total time taken
We are a new company with not much experience, so we followed the
brainstorming technique to get input from everyone working in the organization.
The problem was stated clearly by the Chief Innovation Officer-Anugrah Hiwale.
All the others on the board actively participated and put forward their ideas with
no fear of judgment . The post said that all the options at hand have been analyzed
and evaluated against each other, and a decision was made after getting clear
approval from everyone on the board. It took the board 25 minutes to come up
with innovative strategies that were later analyzed to choose the best plan.
○ What evaluation criteria did you use to assess the ideas/options generated? Why
did you choose these criteria?
The criteria were based on the feasibility of the options in terms of capital
investment and also demand for the product. Some of the ideas we have rejected
were because we would have to add certain ingredients that are not vegan, and
others were rejected as they would have a very niche market with less scalability.

Pros of Brainstorming Technique:

○ Serves as a quick and easy group activity: We generated a lot of out of the box
thinking, and it was very spontaneous. There was no structure, and a lot of
creativity in terms of ideas was received. It was also a great group activity where
we had fun discussing each other's ideas.
○ Creates Collaboration: All 7 members poured in our ideas. We worked on each
other’s ideas and collaborated on them. We didn't fully evaluate the ideas. The
focus was more on a collaborative approach towards innovation and idea
generation.
○ Relaxed Environment: There was no pressure in terms of thinking. The group
was relaxed. Since there was no structure and rules, the group felt comfortable
discussing ideas without worrying about time enhanced the innovative content in
terms of ideas.
Cons of Brainstorming Technique:

○ May turn into a chat session: Since there was no structure, there were instances
where the group went off topic and started ideating outside of scope. This resulted
in a wastage of 5-6 mins.
○ Competition in the group: Each member wanted their idea to be selected and
acknowledged as the best of the lot. It took time to decide which product would
work well, as the focus was more on innovation and brainstorming than picking
realistic ideas and thoughts.
○ Lack of Participation : There were instances where certain group members were
not speaking as their ideas were not picked up by the group. The brainstorming
technique may also not be suitable for a few group members who are more logical
and structured in their thinking.

Present your outcomes from every step of the decision making process as follows:

Ideas generated Ideas shortlisted and why Final recommendations for

(data/basis of shortlisting) innovative features in the
product

DIY Kit- We will serve you a kit Shortlisted because it gives People gatherings will be
consisting of more than one a personal touch to the the target segment helping
flavor of your choice. The experience of the product. us
customer can mix and make their reach out to more people,
own flavor of vegan ice cream.

Instant Liquid Ice Cream Mix-
Served as a powder. It can be
converted into ice cream by
mixing water and freezing.
Shortlisted as it can save a
lot of inventory storage
space and can be easily
transported without the use
of cooling containers.
Since a lot of storage space
will be available, it has to
be made sure the supply
does not exceed the
demand. That can lead to a
lot of wastage.

Vegan Shakes and Brownies:- Not shortlisted as it serves

● Thick shakes made of the as a good complement to
currently available ice ice cream.
creams
● Whole wheat, jaggery
vegan brownies

Glowing Ice Creams: generated Not shortlisted because

 with the help of a special kind of
protein that is generated by a
jellyfish and is bioluminescent.
It is further converted into a
powdered form and used to
make ice-creams.
Cocktail Ice Cream(Can):- ice
creams with alcohol. A delicious
blend of ice-cream and alcohol.
Something along the lines of
Baileys but with ice cream.
Room Temperature Ice Cream:
an ice cream that can be stored at
room temperature. For it to
work, one has to open the
packaging, give it a slight shake,
and put it in the freezer. A
couple of hours later, it is ready
to eat.
Color changing Ice Cream:
changes its color the minute it
comes in contact with our
tongue.
Round 2
Decision making Technique used:
chemical compounds have
to be added and vegan ice
cream is usually picked by
Health Conscious
individuals.
● Not shortlisted as
the market for
vegan ice cream
cocktails is
extremely niche.
● The product seems
easy to position but
lacks market
potential.
Selected as it’s innovative Try and make sure the 2
and meets a need that very hour gap between opening
few brands have been able the packaging and eating is
to cater to. reduced.
Not selected as the idea
may be innovative but the
customer appeal is low.
 ○ Describe your Decision Making process in detail, how it unfolded, who
participated, total time taken:
The situation at hand was presented to the board members by the Chief
Operations Officer- Devanshu Kshatri, and they were expected to come up with a
region they thought would be suitable enough to introduce Vegan Ice- Creams.
The post said that all the ideas were discussed and the other members were asked
to give their suggestions on the other ideas . All the ideas were ranked based on
the number of nods from the board members, and the ones with the most merit
were selected. It took us 40 minutes to come up with the idea for this scenario.
Gathering ideas from everyone on the board for venturing into a new region and
evaluating options is time consuming.
○ What evaluation criteria did you use to assess the ideas/options generated? Why
did you choose these criteria?
After getting the options for regions to expand to , the cities were evaluated for
their composition of people who are vegetarians, their share of people who look
for healthy alternatives, their proximity to people with high disposable income to
spend on vegan food, and their awareness regarding the health benefits of vegan
alternatives. The reason for choosing these criteria is that we can’t introduce a
product to a region without knowing the demographics and psychographics of its
composition. And for introducing a vegan product, this becomes even more
important as it is a niche product.

Pros of the Nominal Group Technique (NGT) used:

○ All members get an equal opportunity for participation: NGT brings structure
to the discussion. Every CXO gave their input based on their perspective and on
their experience in their field of expertise. For example, the CFO brought in the
cost and financial aspects of every potential region discussed.
○ No member can dominate the discussion: The CEO was the moderator of the
discussion and ensured that there was structure in the discussion and also
interfered when someone was speaking for a very long time.
○ Time Value: Every CXO brought in his/her idea in a crisp manner and
discussion on it was also done effectively. This ensured effective use of time
management. For instance, when Lucknow was proposed by the COO, concepts
such as TAM and CAC were discussed and it was decided that the city was not a
viable option.

Cons of Nominal Group Technique (NGT)

 ○ Lack of interpersonal relations: There is a structure for the discussion. This
limited the group members' scope of thinking. It was a more serious discussion.
○ Ideas cannot be cross-fertilised: the focus was more on presenting individual
structured ideas rather than contributing to each other’s ideas. It may not always
work, as sometimes out of the box ideas would be more suitable than traditional
structured ideas.
○ Group Cohesiveness cannot be ensured: Since there was no cross discussion ,
the whole discussion was very individualistic with each member only talking
about their ideas, the board was not able to work together as a team and come up
with ideas.

Present your outcomes from every step of the decision making process as follows:

Options of regions generated Regions shortlisted and Final recommendations for

why (data/basis of the region to launch the
shortlisting) product

Bangalore Shortlisted as Bangalore The ice cream's low calorie

has the largest number of and trans fat-free content
young professionals as it is will appeal to the tech
the silicon valley of India. crowd's majority of health-
Also Bangalore is in the conscious consumers.
top 5 healthiest cities in
India according to India Fit
Report 2020.

Delhi Shortlisted as it is the

capital city. Having a well
established market share in
the capital region will be
extremely beneficial for
the brand. The city also
happens to have a large
number of health and
environmental conscious
people.

Chennai Not Shortlisted

Kolkata Shortlisted because of the Make use of the proverb

demand for ice cream due that goes "No meal is
to climate conditions. It complete without a sweet"
 happens to have a large that is popular in Kolkata.
percentage of a young It can now be both sweet
population, which shows a and healthy.
potential for vegan goods.

Hyderabad Shortlisted because of the

demand for ice cream due
to climate conditions.

Ahmedabad Not Shortlisted

Chandigarh Shortlisted because, in the Place emphasis on the idea

India Fit Report 2020, that the city is the healthiest
Chandigarh topped the list in India and has a chance to
as the healthiest city. be the best in the world.

Lucknow Not Shortlisted

Indore Not Shortlisted

Group Assignment