Dairy Day Icecream

DOMAIN: MARKETING
TEAM 34
DARSHANA JHA
OINDRILA MOHINTA
 Brand Introduction
Creamy Cravings

Satisfy your cravings, hoke ekdum chill

 What makes an icecream
healthy?

Low Calorie, Saturated Fat & Not Highly

Low Fat, High Added Sugar Processed
Protein Limiting saturated fat intake,
Products with
3 to 5 grams per serving, may
low-calorie under reduce risk of heart disease. shorter ingredient
150 for medium to To lower calories, artificial lists are normally
sweetners are added. This
large servings less processed.
added sugar shouldn't be
more than 16 grams per
serving
Global
Competitors
1 Halo Top.
2 So Delicious Dairy Free
3 Yasso
4 Chilly Cow
5 Arctic Zero
6 Cado
7 Enlightened
8 Breyers Delights.
9 Ben & Jerry’s Moo-Phoria Light
Ice Cream.
Indian
Brands
1 Habbit
2 Minus 30
3 Noto
4 Good Fettle
5 Get-A-Whey
6 Bono
7 Baked Darzee
8 Bliss Please
9 Peko Peko
10 Nomou by Vegan Bites
 Halo Top Icecream
Generated Interest Through Their Positioning
Focused on providing comfort & enjoyment, free of guilt of eating unhealthy
Displayed total amount of calories per-tub on each of their product, making it both eye-catching
and appealing to consumers, again providing comfort with transparency.
Their slogans - ‘guilt-free zone’ and ‘no bowl, no regrets’ cement their positioning.

Digital & Influencer Marketing Localization and Clever Partnership

Target market - millennial and health and fitness-
conscious audience.
Entirely invested on digital: Targeted ads on social
media platforms like Facebook and Instagram.
Slow but Steady Word-of-Mouth: Small and
medium-sized fitness influencers, having at least
1,000 followers and 100 likes, and asking them to
sample the ice cream or offer a discount code to
their followers.
Partnership with Brand of Brothers - Expansion in Europe, stand out
on supermarket shelves by selling in UK's big 4 supermarkets,
Profile raised amongst consumers for as bold & recognisable
Creating a bespoke ice cream flavour ‘Lemon Wedding Cake’, in
homage to the cake chosen by Prince Harry and Meghan Markle &
Set up Automated Toppings Machine) in London to dispense
toppings for the new ‘Platinum Series’ tubs and sticks.
In the US, the brand invested in paid media, creating national TV ad
campaign using a tone challenging the traditional (and overly
sunny) style of mainstream ice cream brands
 Indian Healthy Icecreams
Healthy ice-cream segment is still in its nascent stages in India. For instance,
the dietetic ice-cream segment in India was valued at US$109.1m in 2020 – a
fraction of the country’s $1.9bn ice-cream market.

Habbit Icecream Other Icecreams

First range of ice cream marketed under the brand Wise
Top brands such as Amul, Vadilal and
Creams.
Havmor have rolled out sugar-free, low-fat,
Charges a premium price for transforming a guilty
ice creams. However, these products have
pleasure into a healthier food, without, it says,
not been positioned as premium and have
compromising on taste
failed to strike a chord with urban elites,
Targets affluent, educated, and health-aware urbanites
due to the lack of flavour options and
who are willing to spend on a premium and aspirational
value-addition such as protein fortification.
brand.
Get-A-Whey emphasises that its ice creams
Claims containing less fat content in Wise Creams - 2%,
have five times the protein present in
compared to the usual 17%, and only 30-50 kcal per
conventional ice-cream products.
serving – compared to 250-260 kcal in regular ice cream.
 Significant growth in the food and
beverage sector, and the presence of a
Major thriving dairy industry represent the
key factors creating a positive outlook
Consumption for the market in India.
Trends in
India's Rising disposable incomes have enabled
Icecream consumers to afford premium-quality ice
creams, which has prompted several
international ice cream brands to expand
Market
their businesses in India. This, in turn, is
acting as a major growth-inducing factor.
The improvements in cold chain infrastructure,
including temperature-controlled storage
spaces, procurement of trained operational and
servicing personnel, and application of efficient
management procedures, are fueling the market
growth.
The rising health consciousness and lactose
intolerance amongst the population has prompted
manufacturers to introduce preservative-free,
genetically modified organism (GMO)-free, dairy-
free, fat-free and organic product variants,
which is contributing to the market growth
further across the country.
 Product
On the packaging, we need to highlight a
CREAMY CRAVINGS

sugar-free, preservative-free, and

4P Marketing Plan
reduced-fat formula for ice cream

along with the common flavours (of

chocolate-butterscoth-vanilla,) strawberry
we can introduce natural flavours (lemon,
basil, cherry, etc.) that encourage the
taste of health enthusiasts, but also show
a less-processed healthy product.

The key utility is to achieve taste, health,

and reduce carbon footprint by having a
product healthy for environment and our
bodies.
CREAMY CRAVINGS
Place
Internet: Post the pandemic, people are now

4P Marketing Plan
moving towards purchasing ice-creams from
online retail platforms like Bigbasket, as well as
ecommerce platforms, alongside the traditional
brick-and-mortar store.

Retail: 60% of the entire ice-cream market is still

dominated by impulse-buying ice-creams.
Therefore, it is important to have a presence in
prominent neighbourhoods like shopping malls,
super-markets & hyper-markets, parlours, etc.
 Price
CREAMY CRAVINGS

4P Marketing Plan
Affortable range: small quantities can be sold at an
affordable range of Rs. 40-60 for 50ml based on
flavours.

The large bars can be sold in premium metal

packagings for a higher price of Rs.600 for 1litre
 Promotion
CREAMY CRAVINGS

4P Marketing Plan
Influencer marketing: using instagram health influencers to
try out our product and give a feedback on their channels

YouTube health channels can be promoted to host various ice-

cream recipes using the ice-cream and other products of our
product-line

Video ads can be produced and used for both mass-media and
digital media
 REFERENCES
LOW CALORIE ICECREAM HEALTHIEST OPTION - HEALTHLINE

HALO TOP - ECONSULTANCY

HABBIT STARTUP - JUSTFOOD.COM

ICE CREAM MARKET OF INDIA - IMARC GROUP

Thank You