Natural Ice- Cream

AMR Project
Presented By:
TYBMM
Rakhi Malu – 26
Palak Mehta – 31
Zaamina Merchant - 32
Introduction
u Established in 1984 in Mumbai.
u Natural ice cream has been pioneer in making
artisan ice creams using only fruits, dry fruits,
chocolates, milk and sugar.
u This idea was conceptualized by Mr. R S Kamath,
CMD of Kamaths Ourtimes ice creams Pvt. Ltd.
u With 25 years of being in the business, 70 outlets
across the country.
u Its Mission is to provide every customer the highest
quality of ice creams and truly a Natural experience.
Products
1. Seasonal Fruit Ice creams: Sitaphal (Custard
Apple), Tender Coconut, Chikoo, Papaya-
Pineapple, Muskmelon and many more.
2.Dry Fruit ice creams: Roasted Almond, Kaju Kismis,
Coffee Walnut.
3.Chocolate ice creams: Chocobite, Chococream &
Choco-Almond.
4.MilkShakes and Malai with fresh fruit pieces

5.Coming Soon: *low fat Kulfi delights*

What kind of ice cream do you prefer in natural?

Milk Shake
7%

Dry Fruits
14%

Fruits/Seasonal
58%
Chocolate
21%
Rate natural's ice cream quantity wise?

1
7%
2
7%
5
29%

3
36%

4
21%
Rate natural's ice cream quality/taste wise?

4
29%

5
71%
Nearest Competitors
 Comparison
Natural Ice-Cream Gelato Italiano
Indian company multi-national company sub brand
Traditional and fruits based Cream and sorbets based.
Hand made Machine made
Fresh and no preservatives Cream, fat free sugar containing
vegetarian sacrine.
Non vegetarian (egg-based)
Uniform rs.32/- Starts from rs.30/- to rs.255/-
70 outlets across the country Over 50 outlets across 7 cities
Word of mouth Monthly offers, newspaper and
television as their vehicles.
Healthy with fresh fruits Fat free
Seasonal products are available in All availability
particular seasons.
Traditional and fresh fruit ice cream Health conscious and variety seekers.
lovers. Middle class sector. For niche people.
 Marketing Strategy
●
Urban, Middle ●
Traditional And
And Who Ruity Ice Cream
Celebrates. Lovers.

Segment Target

Position- Differe-
ing ntiation
●
Fresh, Natural ●
unique taste and
And Fruity Ice exotic fruity
Creams. flavours.
 The philosophy of Naturals is to find the purest and the
finest ingredients and craft them into ice cream.
 In 1984 with an initial investment of just Rs 3 lacs, Kamath
opened his first outlet in Juhu.
 A few months after the outlet opened he introduced 15
new fruit flavors, of which Sitaphal was an instant hit.
 Although he had instant success through his specialized
products, he priced them at a reasonable amount and
much lower than the other established brands.
 He always looked upon the customers feedback and
accordingly tried to meet the customer requirements.
 With its talent, Naturals never needed any specific
marketing strategy as its got the “Word of Mouth”
publicity.
DAGMAR Model

Launched
Suggestions
It should also provide and make use of various advertising and

promotional vehicles to compete with the foreign entrants.

It should even concentrate on its milkshakes which are being

neglected completely.
It should even come out with new and eye catching offers for e.g.

Festive offers, new and unexpected offers like senior citizen offer
where the senior citizen is offered with low sugar ice cream and one
free. They should concentrate n the national level and open outlets
all over India [places like Gujarat, Madhya Pradesh, etc.
As it is a famous ice cream brand, but with some help of

advertisements it can probably achieve a kind of monopoly in the

hearts if the consumer. And present them with utter traditionalism
like giving out these icecreams traditionally like in small clay pots,
etc.