Group 4

• Nguyễn Hoàng Thúy Uyên

• Lê Nữ Ánh Tuyết

• Trần Ngô Kim Ngọc Yến

• Võ Nguyễn Kim Nhung

• Nguyễn Đinh Bảo Phúc

• Trương Ngọc Nhã Anh

 Dino Conti Ice Cream Inc, based in Santa Barbara
(USA), manufactures and distributes ice cream to
consumers in California. It produces 15 favour , which it
distributes mainly to supermarket and company-owned
stores. Its most famous product is its classic chocolate ice
cream, sold under the Supa Kool label. Many people
believe that Dino Conti's Supa Kool chocolate ice cream is
the best in the world.
Dino Conti has expanded rapidly in recent years, but now its
grown is slowing down. A recent fall in profits has disappointed
the management. The owner, Paolo Conti, wants the company
to become more international.
 Reasons for falling profits:
• Prices
• Products
• Equipment
• Environment
• Outlets
 Dino Conti's main products (as a% of
turnover)
[PHẦN TRĂM]
%
[PHẦN TRĂM]

[PHẦN TRĂM] [PHẦN TRĂM]

[PHẦN TRĂM]

Classis SupaKool chocolate ice cream Six top -selling flavours

Other Flavours Iced yoghurt
Novelty products *
 Investment options
OPTION COST ( ESTIMATED) BENEFITS

2. Export to China and Russia. $1.2 million New markets - great sales potentia.

6. Distribute to more outlets $500000 Increase sales and prolits.

7. Increase its advertising budget $500000 Benefits Increase sales efficiency. Increase
interaction with customers. Increase
revenue for the company.

9.Improve the products' packaging $400000 Increase sales

10. Offer free ice cream to all $600000 Raise awareness of the company good PR
consumers one day a year

Money left over : $800000

 Option 2

**Export to China and Russia :

$1,2million
- The size of these two markets
and the purchasing power of
the people there are very large.
Exporting is an area that brings
huge profits to medium and
large - sized enterprises .
- Domestic customers only buy
products in small units.
- Orders in foreign countries are
calculated by containers.

** Benefits : New markets - great

sales potentia.
 Option 6

** To distribute products to stores :

$500000
- We should bring our products
to retailers such as groceries,
markets, supermarkets, .. So
that consumers can access
products thereby increasing
revenue and Profit for
business.
** Benefits : Increase sales and
prolits
 Option 7

**Increase its advertising

budget : $500000
Advertising is important for the
business on the whole as it lets the
business gain more customers,
thereby increasing business
turnaround.
**Benefits:
- Benefits Increase sales
efficiency. Increase interaction
with customers. Increase revenue
for the company.
 Optiton 9

**Improve the products' packaging

: $400000
- Changing the packaging has the effect of
making customers feel the product is
fresher. -The product will reach more
customers of different ages.
- Changing the packaging is a way to create
opportunities for more products to be
consumed.
- Changing new packaging will increase
sales and bring profit for the company.
When advertise products will attract more
people.
**Benefits : Increase sales
 Option 10

**Offer free ice cream to all consumers

one day a year: $600000
Develop the brand: help the customers
always remember the company. Build a
bond between the company and the
consumers .
**Benefits:
- Raise awareness of the company good PR.
Thanks for your listening.