I SCREAM

YOU SCREAM

WE ALL SCREAM

FOR
GROUP MEMBERS
SANDEEP DUBEY (22)
PRADEEP GUPTA (32)
SHRADDHA KANASE(41)
DHANANJAY PAL (49)
RAJESH RANJAN (54)
RAVINDRA SOLANKE (58)
DAIRY QUEEN
 Global ice cream market

Highlights

The Global Ice Cream market covering 53 countries,

increased between 2001-2006, growing at an average
annual rate of 2.8%
 Indian Ice Cream Market

• The ice cream industry in India is worth Rs.

2,000 crores
• Vanilla, Strawberry and Chocolate together
constitute approximately 60% of the market
Competitors
 Competitor analysis

• In 2008-09, in the 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%.
TARGET AUDIENCE
 STUDENT
 LOCAL PEOPLE
 COMPULSIVE
PERSONALITY PEOPLE
CUSTOMERS’ PROFILE FOR ICE-REAMS

 Demographic
◦ Age : 10 to 20 yrs
◦ Income per month : 500 per month
◦ Education : Up to degree college
◦ Occupation : student

 Psychographic
◦ Lifestyle : school going children

◦ Buying Behavior : Attractive, colorful,

sweet

◦ Personality : compulsive, authorial

ADULT CUSTOMER’S PROFILE
 Demographic
◦ Age : 25 to 50 yrs
◦ Income per months: 20,000 per months
◦ Education : Post graduate, Professional
◦ Occupation : Employed, businessman

 Psychographic
◦ Lifestyle : Outward oriented

◦ Buying Behavior : Health conscious

◦ Personality : Ambitious
 MARKET MIX
4 PS OF MARKETING

1. Product

2. Price

3. Place

4. Promotion
PRODUCTS
Mellorine
 withvegetable fat
substituted for
milk fat

Sherbet
 1-2% milk fat and
sweeter than ice
cream
 Probiotic Ice Cream

an ice cream which is very

low in fat content and has
probiotics.
Probiotics are a live,
beneficial culture, which
when administered in
adequate amounts, confer a
beneficial health effect on the
host.
They help in digestion,
improve the immune system,
make the bones stronger.
Coconut Kulfi

Soy milk has more protein, half the fat, slightly

less calories and significantly more iron than
whole cow's milk.
Soy is a superior source of vitamin E, which
according to the National Institutes of Health
benefits the heart, circulation and skin
 PRICE
Type of Ice cream Quantity Price
Family pack 1.25ltr Rs.130

1.25 liter Rs.150

cone 50 ml Rs.10
150ml Rs.20
Cups 50ml Rs.10
100ml Rs.15
Cassata 150ml Rs.25

Ice cream cake 500 gm Rs.225

Prolife Probiotic 125ml to 1.25ltrs Rs.15 to 130

Prolife sugar free 125ml to 1.25ltrs Rs.20 to 150

 PLACE
VILE PARLE (near sathye collage)

KANDIWALI (near thakur collage and thakur cinema)

 Where do I sell?
The best way to be successful is try to become a
part of the community where you are selling.
Find out about baseball, softball or soccer game
times. Show interest in the games. If a team
knows you are a fan of them and support them
then they may support you. When you are
selling talk to your customers. Find out what
other activities they do.
Having car dealerships and industrial areas as
regular stops is good since even on cloudy days
you can still get business from them. The more
you drive around a neighborhood the more you
learn.
 PROMOTION
 Discount coupons
 Free samples of ice cream (in schools &
colleges)
 Sponsoring school functions & college
festivals
 Printed t-shirts
 Banners in school, college & corporate
canteens
 Online Promotion
 Advertisement
Buy One Get One Free!
Loyalty Programs
Personal relation

 Seek to become a part of the community

 some ideas to promote your business
through Personal relation.
 get involved with local charities
 send a press release of your store opening
to all the local media outlets, newspaper,
TV, radio, etc.
 send a free ice cream cake to the local
radio station for a local DJs birthday (you
might get an on air mention)
 sponsor a school ice cream party
 teach classes on making ice cream
 sponsor a bike race
 create a new holiday-inspired flavor
 Shops at sports place.
MESSAGE DESIGN

THERE IS
ACTUALLY
MORE TO
AN
ICE-CREAM,
DAIRY QUEEN
ICE-CREAM.
 WHEN DOPACKAGING
THEY LOVE EATING
ICE-CREAM?

• Freeze the ice cream quickly in a well-

maintained barrel freezer

• Avoid temperature fluctuations during WINTER

4%
storage and distribution
- Importance of low, constant temperatures
23%
- Avoid mishandling at all stages
SUMMER
73%

ANY SEASON
DISTRIBUTION

4%

23%

73%
 USP
• Alternatives made from soy milk, rice milk, are available
for those who are lactose intolerant or have an allergy to
dairy protein, or in the case of soy and rice milk, for those
who want to avoid animal products.

7% 6%
17%

17% 53%
 11 Masti Kulfi with Ice Cream Scoop Free 2x500ml (270 g) + 2 scoops Rs. 170

40
198
225
168
210
240
320
450
90
125
140
180
135
160
104
120
250
200
110
170
80
85
100
130
150
12 Very Very Strawberry Cake 750ml (503 g) Rs. 110

13 Choco Delight Cake 750ml (503 g) Rs. 110

14 Cake Magic 1 Lit (798 g) Rs. 200

15 Cassatta 10 slices x 150ml (100 g) Rs. 250

16 Vanilla with Chocolate Sauce 2x 500ml (2x 270 g) Rs. 120

17 Chocolate 2x 500ml (2x 270 g) Rs. 130

18 Shahi Anjir 2x 500ml (2x 270 g) Rs. 130

19 Shahi Anjir Premium 1 Lit. (540 g) Rs. 150

20 Vanilla with Chocolate Sauce 8 x 80ml (43g) Rs. 104

21 Chocolate 8 x 80ml (43g) Rs. 120

22 Shahi Anjir 8 x 80ml (43g) Rs. 120

23 Fruit 'n' Nut Fantasy 2.2 Lit. (10% Free) (1.19 kg) Rs. 170

24 Alphonso Marvel 2.2 Lit. (10% Free) (1.19 kg) Rs. 160

25 Chocolate Passion 2.2 Lit. (10% Free) (1.19 kg) Rs. 160

26 Butter Scotch 2.2 Lit. (10% Free) (1.19 kg) Rs. 160

27 Two in One 2.2 Lit. (10% Free) (1.19 kg) Rs. 135

28 Vanilla Royale 2.2 Lit. (10% Free) (1.19 kg) Rs. 135

29 Spanish Saffron with Cream Balls Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180

30 Kesar Pista Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180

31 Raj Bhog Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 180

32 Shahi Anjir Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 170

33 Fresh Litchi Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 160

34 Fruit Bonanza Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 150

35 Chocolate Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 140

36 Alphonso Mango Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 130

37 Butter Scotch + Prolife Vanilla Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 130

38 Green Pista Buy one Get One free (750 ml + 750 ml Free!) (405 g + 405 g) Rs. 120

39 Pineapple Masti (New!) 1.25 Lit. (25% Extra Free!) (675 g) Rs. 125

40 Chocochips 1.25 Lit. (25% Extra Free!) (675 g) Rs. 130

41 Butter Scotch 1.25 Lit. (25% Extra Free!) (675 g) Rs. 120

42 Must Melon (New!) 1.25 Lit. (25% Extra Free!) (675 g) Rs. 100

43 Strawberry 1.25 Lit. (25% Extra Free!) (675 g) Rs. 90

44 Vanilla Royale 1.25 Lit. (25% Extra Free!) (675 g) Rs. 90

45 Chocolate 5 Lit (25% Extra Free!) (2.7 kg) Rs. 450

46 Butter Scotch 5 Lit (25% Extra Free!) (2.7 kg) Rs. 450

47 Strawberry 5 Lit (25% Extra Free!) (2.7 kg) Rs. 320

48 Vanilla Royale 5 Lit (25% Extra Free!) (2.7 kg) Rs. 320

49 Frostik 16 bars x 70 ml (50 g) Rs. 320

50 Chocobar Cracklers (New!) 16 bars x 60 ml (42 g) Rs. 240

51 ProLife Chocobar 14 bars x 60 ml (42 g) Rs. 210

52 Mango Dolly 14 bars x 60 ml (50 g) Rs. 168

53 Raspberry Dolly 14 bars x 60 ml (50 g) Rs. 168

54 Chowpati Kulfi 10 bars x 60 ml (70 g) Rs. 150

55 Royal Choco Chips (New!) 9 cons x 120 ml (72 g) Rs. 225

56 Royal Butter Scotch (New!) 9 cons x 120 ml (72 g) Rs. 225

57 Chococrunch 9 cons x 120 ml (72 g) Rs. 198

58 Butter Scotch 9 cons x 120 ml (72 g) Rs. 180

59 Ice Cream Insulated Carry Bag 1 unit Rs. 40

Total

30%
20%

5%
8% 32%
5%
 EVALUATION

Check whether adequate supply of Dairy

Queen ice cream are reached from distributors to
retailers.
Check sales level on monthly basis.
Check whether steps taken are implemented
properly on time
THANK YOU
 N Y
A