ASSIGNMENT- 2

Name:- Devasri Ramesh Kumar(11812758)

course:- Mkt 202(Marketing Management)
Company Name :- Kamaths Ourtimes Ice Cream Pvt.Ltd.(Natural Ice Creams)
Country :- India

NATURAL ICE CREAMS

1. Natural Ice Cream is an ice cream brand owned by Mumbai-based Kamaths Ourtimes
Ice Creams Pvt. Ltd.[1] It was founded by Raghunandan S Kamath who opened its
first store at Juhu, Vile Parle (Mumbai) in 1984.[2][3][4] The company manufactures
under Kamaths Ourtimes and retail operations under its subsidiary company Kamaths
Natural Retail Pvt. Ltd. Kamaths Ourtimes is an ISO 22000:2005 certified
company.[5] The 2017 rebranding effort, which established the ‘Taste the Original’
tagline, was aimed at setting it apart from me-too brands popping up.[1] On
completing 2 Years in the brand launched an experiential concept store in Juhu named
Naturals Now, which serves freshly churned ice cream straight out of the churner.
2. The company prepares ice creams that are 100% free from any preservatives,
stabilizers, sweeteners & any artificial stuff.
3. The company spends less than 1% of its sales revenues on advertising, relying instead
upon brand recognition and word of mouth to attain revenues.
4. He chain currently has 135 stores across India, with 8 stores under direct control and
the rest as franchised locations. The stores are present in key cities of Maharashtra,
West Bengal, Karnataka, Goa, Telangana, Kerala, Gujarat, Madhya
Pradesh, Chhattisgarh, Punjab, Rajasthan and Delhi NCR Region. In the fiscal year
2014–2015, with a total retail area of 60,000 sq. ft, the chain's annual retail turnover
crossed Rs. 115 crores.

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v SEGMENTATION
Ø Psychographic:
§ Culture and health oriented
Ø Behavioural:
§ Occasions-special and regular
§ Benefits-Quality and services
§ Usage rate-light
§ Readiness stage-aware and informed
§ Attitude towards product- Positive

v TARGET
Ø Traditional & Fruity ice cream lovers.

v POSITIONING
Ø Fresh natural & fruity ice cream.
Ø In affordable price and Quality.

v DIFFERENTIATION
Ø Unique taste, exotic fruity flavours.

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Distribution Channels

Distribution channels are grouped into two major groups: (i) Direct and (ii)Indirect. In a
direct channel or route, there are no middlemen and marketing functions
are performed by the producer or manufacturer and goods directly pass on from him to the
consumer. In an indirect channel or route, there is more than one middleman indistribution,
linking producer and consumer. They perform the marketing functions.

The channels of distribution perform the following functions:

1)Channels provide the route to the link the producers and users. Goods produced in
faraway places are made available to the users.
2)Goods are stored by the middlemen in the channel and released to the market
depending on demand. They facilitate storage of goods.
3)Introduction of new products / merchandising is made easier. They bring to the
notice of their customers new products and help the manufacturer in demand
creation. They also act as good salesmen in promoting new products.
4)Channel members “break the bulk” i.e; products are offered in small quantities to
the buyers

Natural Ice cream. The chain currently has 135 stores across India, with 8 stores under
direct control and the rest as franchised locations. The company supplies to its own stores
every day, which is unique in Indian ice cream industry.
Natural’s distribution channels include the manufacturing units where the Ice cream
production takes place. This is followed by retailer stores . From retailer the product is sold to
the consumer through natural Preferred Outlets or franchised stores.

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The Strategies Used By The Company To Attract The Customers

The company spends less than 1% of its sales revenues on advertising, relying instead upon
brand recognition and word of mouth to attain revenues. companies’ focus is on favour
making, and provide quality product.
The main strategies used by the companies to attract the customers to purchase the
product/service
1)Mouth publicity.

2) The main expense company do for advertainment is printing of different things (like
company logo, particular product etc,)on stores, company vehicle etc.
3)Unique Flavour:- natural original ‘Indian Inspirations’ range is a case in point, boasting of
innovative ice creams such as gulab jamun ice cream, gajar halwa ice cream sheer khurma ice
cream, Mediterranean sea salt caramel ice cream, rich Belgian chocolate ice cream and
much more
4) The company clam that their ice creams that are 100% free from any preservatives,
stabilizers, sweeteners & any artificial stuff.
5)company claim that they use different variety of milk(cow, goat etc.)and follow
international levels in manufacturing which build trust and satisfaction in customer.

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Innovation:-
1)Making:-
Natural is equally careful with the quality of the milk it uses. Buffalo milk brought daily to
the factory in tankers undergoes elaborate treatment to maintain the prescribed bacteria count,
and is then thickened by reducing the water content. The process, called Falling Film
Evaporation, uses a triple cylinder machine to bring the milk's temperature to 30 degree C,
before cooling it down to four degrees and then heating it to 90 degree C in four minutes.
Cooled again to 4 degree C, it turns into condensed milk - the way it is needed for ice cream
production.
Condensed milk, fruit puree and ice churn together in a machine freezes the ice cream to
minus 4 degree C within six minutes. The temperature is then lowered to minus 18 degree C
using a spiral freezer. Finally the ice cream is packed in boxes and loaded into crates along
with plenty of dry ice to keep it from melting, before being carried away in temperature-
controlled trucks for the day's consumption.

2)Flavour:

In 2014 the brand received the gold medal for most innovative ice cream flavour (cucumber)
in the Great Indian Ice Cream Contest. natural original ‘Indian Inspirations’ range is a case in
point, boasting of innovative ice creams such as gulab jamun ice cream, gajar halwa ice
cream sheer khurma ice cream, Mediterranean sea salt caramel ice cream, rich Belgian
chocolate ice cream and much more.With no artificial flavours, no preservatives or
stabilisers, only fresh fruit pulp or dry fruits.

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Recommendations And Suggestions

Franchising
• For faster expansion, better penetration Less investment ensures more management
focus on key areas.
• Right now, company has very less outlets. which mean the area of expansion very
high. so, by providing more and more franchise company can increase their growth.
Collaboration
• Company can do tie-up with various fast food chains.
• In current time all the products of natural are available at their excusive stores which
mean you can’t find natural ice creams at any other shop. This make company very
limited. so if company start distribute their products to small shopkeepers, food chain
etc. It will boost their salles.
Production
• The brand's only production facility is situated in Charkop, a suburb of Kandivali in
Mumbai, India. so for expansion of the company. natural need more plants in
different states. so the when peak time is their they will have enough stock.
Sell in Larger Quantities
• Selling ice cream by the gallon or the pint is another great way to increase ice cream
shop profits. Consumers love to buy ice cream to save and eat later. Selling it "off the
cone" will increase your ice cream sales
Host a contest.

Every successful business has one, and they work fairly well. Mora Iced Creamery doesn’t
show ice cream at all in their store. Each flavour of ice cream is stored individually in their
own stainless steel containers so that the flavour’s don’t mix and the temperatures are ideal
for each individual flavour.

• How about a giant ice cream cone outside? People love to take photos with roadside
attractions.
• Or perhaps a real 12-scoop ice cream cone? Man vs. Food is still on the air for a
reason… Heck, why don’t you hold a contest?
• Offer a large selection of lactose-free and guilt-free options. This is uncommon, and
as health concerns rise, more people are looking for options with less fat.
• Create a variety using all-natural ingredients. Ice cream is so pure in itself, so all you
may really need to do is slap the “all natural” tag on it. If you want to make it organic,
you may have a few more steps to take.
• Get into soft serve, where you have the option of offering hundreds of flavors from a
single machine. It’s the “300 flavors” sign that are the marketing part of it.

Margin

• The company can improve the margins for retailers, which would act as an incentive
to improve and develop the market.