MOOLI COOLZ Ice Creams

Introduction:
Companys Name: Blueberry Pvt. Ltd. Product: Ice Creams Products name: Mooli Coolz ! Tagline: The coolest way to eat Ice Cream Logo:
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Companys Social Mission

Companys Product Mission

Companys Economic Mission

Product Development


Idea generation:
using SWOT analysis

Idea screening :
The object is to eliminate unsound concepts prior to devoting resources to them.


 

Concept Development and Testing:

Develop the marketing and engineering details Testing the Concept by asking a sample of prospective customers what they think of the idea.

Business Analysis :
stimate likely selling price based upon competition and customer feedback

Beta Testing and Market Testing Technical Implementation Commercialization

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Brand Strategy:
Trends: Few trends that favour the brand strategy in India are:
 Increasing disposable income of young Indians  Increasing health consciousness of Indians (Low fat ice creams, vegetarian ice creams)

Customer Motivations: The customer motivationsthat could support the growth of the brand are
 Flavors unique to Mooli Coolz  I want to be seen as a premium consumer  I need variety in my life

Market Segmentation:
Demographic: All age group
Low, Middle, & high income group

Geographic:
Malls High Foot Traffic area

Brand Positioning:
Taste different flavors everyday-Mooli Coolz The younger generation in India now seek variety in their fast paced lives. They want to try something new every day. Positioning Mooli Coolz in the minds of such consumers would be easy and effective for the brand.
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BRAND EQUITY
Brand

equity is the value built-up in a

brand.
How

it is calculated ?

It

can be positive or negative.

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Marketing Mix

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Brand Personality:
Product Related Characteristics: Soft/Tender User imagery: Fun loving youth & children Sponsorships: Events that attract todays generation youth & children Age: 60 years & still YOUNG!!!!! Symbol: Mooli Coolz logo Rich & Inviting
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Brand Identity:
Core Identity: Variety in flavours, 100 percent vegetarian, Quality (The Zonal Manager whom we interviewed said that Mooli Coolz focuses on providing very high quality ice creams that even a 3 months old baby can consume it without any harm). Extended Identity: Ambience of Stores/Parlours, Packaging, Regional Flavours

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SWOT ANALYSIS

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Key Success Factors

Innovations and new flavors Brand Image Quality control and customer service Excellent distribution network
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Conclusion:
Mooli Coolz is doing well with excellent quality offerings. All that has to be changed is the communication strategy. Mooli Coolz has to create more touch-points for the prospective customers to interact with the brand. Selective advertisements in premium magazines, lifestyle television channels, malls, airports etc would do well.
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Conclusion Cont.
The brand can position itself as a premium alternative to other mass market brands like Kwality Walls, Vadilal, Amul etc.  Also more visibility can be created by maintaining premium ice cream parlours with excellent ambience that would generate Wordof-Mouth, the most powerful form of positioning the brand.
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Ashley Arora Bhawna Gupta Divya Vij Mohit Jain Sunil Sutar

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