MIX N MASH

(Eat N Treat at Mix N Mash)

Presented ByNikil Amin (3) Vaibhav aparaj (4) Rohan Jathar (21) Rahul Singh (54) Arvind Sirpuram (55)

The Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12% year-on-year and is expected to expand further with the increase in number of malls and the ever-growing retail sector. With a rapidly growing young earning population, rising disposable incomes, change in taste and the spending capacity on leisure is leading to a surge in the Indian Ice Cream market. Compared to the other developed markets, ice cream consumption is quite low and therefore offers great potential especially with plethora of new retail formats available today and openness among consumers with regards to these global formats and consumption pattern.

 The ice cream market in India can be divided into: the branded

market and the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.

Head of department/ management:

Public Relation :Nikil amin

Marketing :Arvind sirpuram

Product Testing : Vaibhav aparaj Finance: Rohan jathar

Human Resources : Rahul singh

THE BUSINESS DESCRIPTION

Mix N Mash Premium Ice Cream Parlor will be a start-up ice

cream parlor. The main production of all the products will be done at the main unit based at Vasai and then will be transported to all its shops at different places all over Mumbai. The estimated opening date is APRIL 1st 2012 Mix N Mash Premium Ice Cream Parlor will be an upscale business selling healthy and premium ice cream, yogurt, sandwiches, and hot and cold nonalcoholic beverages. Mix N Mash Premium Ice Cream Parlor will be successful because it is based on solid market research demonstrating that there is a demand for an ice cream

Products and Services

Superpremium ice cream. Tends to have very low

overrun and high fat content, and the manufacturer uses the best quality ingredients. Breakfast items such as sweet rolls. Two lines of Premium ice cream: low fat and high fat. Two lines of yogurt: low fat and regular. Coffee, tea and five generic soda flavors.

Price
The majority of the business sales will come from ice cream

and yogurt. Representative prices are as follows: Rs 30 to Rs 150for a single scoop of ice cream, Rs 50to Rs 200 for a double scoop of ice cream (both single and double scoops include a cone or cup), and Rs40 to Rs150for an ice cream sandwich.

Place
Mix N Mash will be establishing its marketing throughout

Mumbai. Mix N Mash ice creams being an entirely new product in the market will initially operate only in Mumbai till further expansion. The segmentation of Mix N Mash ice creams is done on the basics of Demographic segmentation and psychographic segmentation. Keeping this segmentation in mind the management has taken steps to open its shops at the following places in Mumbai: Bandra (west) Pedder road Inorbit mall (Malad) Atrea mall (Worli) R mall (Mulund)

Promotion
Mix N Mash Premium Ice Cream Shop will be promoted with a

variety of marketing methods: A grand opening will be held with free samples of food products and drawings for distinctive hats, T-shirts, and other clothing bearing the stores logo and the phrase, Eat N Treat @ Mix N Mash!, worn by store employees.

The concept of sit-down ice-cream parlour

Strengths:

Swot analysis

Less consumption of sugar Less consumption of fats Useful for health conscious people Tasty with health Variety Good product range Good quality and packaging Technological skills

Weaknesses:
Slightly high in price due to use of special

products Limited brand visibility Limited international presence as compared to leading global brands Human resoures Absence of important skills Increased cost due to increased variety

Opportunities:
Introduction of new flavors
Prices can be reduced in short run Tie-up with food chains Mobile vans for better visibility Distribution channels

Cover all geographical markets

Threats
Lot of competition from existing Ice Cream

parlors offering sugar free ice creams Kulfi in rural markets Local ice creams and sweet dishes Competitor with less price Tax increases Technological advances

Conclusion
In todays world of ice creams, Naturals, Baskin and Robbins,

Gelato, etc are the leading ice cream parlors in Mumbai. Their combined sale figures through-out the month is about 1,50,000 units. Their advertising strategies, sales promotions, offers, etc are not on a continuous stretch because these parlors are in the market for sometimes Ice Age ice creams being on a starting stage, will have a good advertising strategies, sales promotions, offers to attract more customers and to make them more familiar to our brand. Due to our new technique of production and distribution, even after entering the market on platform basis and investing more on the special inputs our cost nearly 15% more than the cost of our competitors, but with the concept of healthy eating we accept our sales to be around 50,000 to 60,000 units per month.