I SCREAM YOU SCREAM WE ALL SCREAM

FOR

GROUP MEMBERS
SANDEEP DUBEY (22) PRADEEP GUPTA (32) SHRADDHA KANASE(41) DHANANJAY PAL (49) RAJESH RANJAN (54) RAVINDRA SOLANKE (58)

DAIRY QUEEN

growing at an average annual rate of 2.8% .Global ice cream market Highlights The Global Ice Cream market covering 53 countries. increased between 2001-2006.

Strawberry and Chocolate together constitute approximately 60% of the market . 2.Indian Ice Cream Market ‡ The ice cream industry in India is worth Rs.000 crores ‡ Vanilla.

Competitors .

with a market share or 38%. in the ice cream market.Competitor analysis ‡ In 2008-09. followed by Kwality Walls at 14%. .Vadilal at 12% and Mother Diary at 8%. Amul held the number one spot.

TARGET AUDIENCE  STUDENT  LOCAL PEOPLE  COMPULSIVE PERSONALITY PEOPLE .

authorial . colorful.CUSTOMERS PROFILE FOR ICE-REAMS ICE Demographic Age Income per month Education Occupation  Psychographic : 10 to 20 yrs : 500 per month : Up to degree college : student Lifestyle Buying Behavior Personality : : : school going children Attractive. sweet compulsive.

000 per months Education : Post graduate. Professional Occupation : Employed.ADULT CUSTOMERS PROFILE  Demographic Age : 25 to 50 yrs Income per months: 20. businessman  Psychographic Lifestyle Buying Behavior Personality : Outward oriented : Health conscious : Ambitious .

2.MARKET MIX 4 PS OF MARKETING 1. 3. Product Price Place Promotion . 4.

PRODUCTS .

.

Mellorine  with vegetable fat substituted for milk fat y Sherbet  1-2% milk fat and sweeter than ice cream y .

They help in digestion. confer a beneficial health effect on the host. beneficial culture. make the bones stronger. . Probiotics are a live. improve the immune system. which when administered in adequate amounts.Probiotic Ice Cream an ice cream which is very low in fat content and has probiotics.

Soy is a superior source of vitamin E.y Coconut Kulfi Soy milk has more protein. circulation and skin . which according to the National Institutes of Health benefits the heart. half the fat. slightly less calories and significantly more iron than whole cow's milk.

25ltr 1.25 liter Price Rs.15 Rs.20 to 150 cone Cups Cassata Ice cream cake Prolife Probiotic Prolife sugar free 50 ml 150ml 50ml 100ml 150ml 500 gm 125ml to 1.25ltrs 125ml to 1.150 Rs.25 Rs.20 Rs.PRICE Type of Ice cream Family pack Quantity 1.130 Rs.10 Rs.15 to 130 Rs.25ltrs .225 Rs.10 Rs.

PLACE VILE PARLE (near sathye collage) KANDIWALI (near thakur collage and thakur cinema) .

Show interest in the games. If a team knows you are a fan of them and support them then they may support you. Having car dealerships and industrial areas as regular stops is good since even on cloudy days you can still get business from them. softball or soccer game times. When you are selling talk to your customers. Find out about baseball.WHERE DO I SELL? The best way to be successful is try to become a part of the community where you are selling. The more you drive around a neighborhood the more you learn. . Find out what other activities they do.

college & corporate canteens  Online Promotion .PROMOTION  Discount coupons  Free samples of ice cream (in schools & colleges)  Sponsoring school functions & college festivals  Printed t-shirts  Banners in school.

 Advertisement Buy One Get One Free! Loyalty Programs Personal relation  Seek to become a part of the community  some ideas to promote your business through Personal relation.  get involved with local charities .

TV. . radio. etc. newspaper.  send a free ice cream cake to the local radio station for a local DJs birthday (you might get an on air mention)  sponsor a school ice cream party  teach classes on making ice cream  sponsor a bike race  create a new holiday-inspired flavor  Shops at sports place. send a press release of your store opening to all the local media outlets.

DAIRY QUEEN ICE-CREAM.MESSAGE DESIGN THERE IS ACTUALLY MORE TO AN ICE-CREAM. .

constant temperatures 23% .Importance of low.WHEN DO THEY LOVE EATING PACKAGING ICE-CREAM? ‡ Freeze the ice cream quickly in a wellmaintained barrel freezer ‡ Avoid temperature fluctuations during 4% storage and distribution .Avoid mishandling at all stages WINTER SUMMER 73% ANY SEASON .

DISTRIBUTION 4% 23% 73% .

rice milk. are available for those who are lactose intolerant or have an allergy to dairy protein. or in the case of soy and rice milk. 7% 17% 6% 17% 53% .USP ‡ Alternatives made from soy milk. for those who want to avoid animal products.

(25% Extr a Fr ee!) (675 g) Rs . 170 33 Fr es h Litchi Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs .25 Lit. 225 56 Royal Butter Scotch (New!) 9 cons x 120 ml (72 g) Rs .19 kg) Rs .19 kg) Rs .19 kg) Rs .2 Lit. (10% Fr ee) (1. 450 47 48 49 30% Str awber r y 5 Lit (25% Extr a Fr ee!) (2. 198 58 Butter Scotch 9 cons x 120 ml (72 g) Rs . 140 36 Alphons o Mango Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . (10% Fr ee) (1. 210 52 Mango Dolly 14 bar s x 60 ml (50 g) Rs . (25% Extr a Fr ee!) (675 g) Rs . 130 41 Butter Scotch 1. 150 35 Chocolate Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 170 24 Alphons o Mar vel 2. 130 19 Shahi Anjir Pr emium 1 Lit. 160 34 Fr uit Bonanza Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs .2 Lit. 135 28 Vanilla Royale 2. 160 25 Chocolate Pas s ion 2. (10% Fr ee) (1. 168 53 Ras pber r y Dolly 14 bar s x 60 ml (50 g) Rs . 200 Rs . 40 5% 8% 5% 32% . 130 37 Butter Scotch + Pr olife Vanilla Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . (10% Fr ee) (1.19 kg) Rs . 90 44 Vanilla Royale 1. (25% Extr a Fr ee!) (675 g) Rs .7 kg) Rs . (10% Fr ee) (1.11 Mas ti Kulfi with Ice Cr eam Scoop Fr ee 2x500ml (270 g) + 2 s coops Rs . 120 Rs . 130 38 Gr een Pis ta Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 130 18 Shahi Anjir 2x 500ml (2x 270 g) Rs .2 Lit. 180 59 Ice Cr eam Ins ulated Car r y Bag 1 unit Rs . 180 32 Shahi Anjir Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 320 50 Chocobar Cr ackler s (New!) 16 bar s x 60 ml (42 g) Rs .25 Lit. 120 17 Chocolate 2x 500ml (2x 270 g) Rs .25 Lit.2 Lit.19 kg) Rs . 120 39 Pineapple Mas ti (New!) 1.2 Lit.25 Lit. 180 30 Kes ar Pis ta Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 168 54 Chowpati Kulfi 10 bar s x 60 ml (70 g) Rs . 150 55 Royal Choco Chips (New!) 9 cons x 120 ml (72 g) Rs . (25% Extr a Fr ee!) (675 g) Rs . 120 23 Fr uit 'n' Nut Fantas y 2. 90 45 Chocolate 5 Lit (25% Extr a Fr ee!) (2.25 Lit. 320 Fr os tik 16 bar s x 70 ml (50 g) Rs . 110 Rs . 320 Vanilla Royale 5 Lit (25% Extr a Fr ee!) (2. 104 21 22 Chocolate Shahi Anjir 8 x 80ml (43g) 8 x 80ml (43g) Rs . 160 26 Butter Scotch 2.7 kg) Rs . (10% Fr ee) (1. (25% Extr a Fr ee!) (675 g) Rs . 180 31 Raj Bhog Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 170 40 198 225 168 210 240 320 450 90 125 140 180 135 160 104 120 250 200 110 170 80 85 100 130 150 12 Ver y Ver y Str awber r y Cake 750ml (503 g) Rs . 120 42 Mus t Melon (New!) 1. 225 57 Chococr unch 9 cons x 120 ml (72 g) Rs . 135 29 Spanis h Saffr on with Cr eam Balls Buy one Get One fr ee (750 ml + 750 ml Fr ee!) (405 g + 405 g) Rs . 110 13 14 15 Choco Delight Cake Cake Magic Cas s atta 750ml (503 g) 1 Lit (798 g) 10 s lices x 150ml (100 g) Rs .2 Lit.19 kg) Rs .7 kg) Rs . 240 20% Total 51 Pr oLife Chocobar 14 bar s x 60 ml (42 g) Rs . (540 g) Rs .25 Lit. 100 43 Str awber r y 1. 160 27 Two in One 2. 150 20 Vanilla with Chocolate Sauce 8 x 80ml (43g) Rs . 450 46 Butter Scotch 5 Lit (25% Extr a Fr ee!) (2.7 kg) Rs . 125 40 Chocochips 1. (25% Extr a Fr ee!) (675 g) Rs . 250 16 Vanilla with Chocolate Sauce 2x 500ml (2x 270 g) Rs .

Check whether steps taken are implemented properly on time .EVALUATION Check whether adequate supply of Dairy Queen ice cream are reached from distributors to retailers. Check sales level on monthly basis.

THANK YOU .

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.