The Ice Cream Industry- One of the fastest growing food categories in India.

- Annual growth of 12-15%- As of 2014 India’s ice-cream market is worth Rs 3,000 cr

“Internationally, ice-cream is treated as a habitual intake. In India, the category is more aspirational, impulsive and treated as a relief in the scorching summer months, so it offers immense business potential that is yet to be tapped.”

- Subhashis Basu, Business Head–Dairy Products,Mother Dairy Fruit & Vegetable

SEGMENTATION

HEALTH CONVENIENCE

INDULGENCE

TARGETING

MASS MARKET

POSITIONINGHIGH CALORIES

LOW CALORIES

LOW

PR

ICESH

IGH

PR

ICES

SWOT ANALYSIS

STRENGTH

• DIABETICS-FRIENDLY

• TARGET EVERY UNDER THE SUN

WEAKNESS

• ONLINE PROMOTION

• ON-FIELD PROMOTION

• USAGE OF LATEST TECHNOLOGY

• MAJOR PLAYERS• LOCAL

MANUFACTURERS• MILK PRODUCERS• SUBSTIUTE

PRODUCTS• INDIAN SWEETS• LOW PER CAPITA

CONSUMPTION

• HIGH PRICE• NEW ENTRANT• DISTRIBUTION

CHALLENGES• REPLACMENT

POLICY

OPPORTUNITIES THREATS

PORTER’S 5 FORCES

Competition Within the Industry

Competition is very intense due to low

differentiation.

Threat of new Entrants

High in the industry

Liberalization and

globalization policies made it

easier for foreign player to

enter the Indian market e.g..

Haagen Dazs and Baskin

Robbins

Bargaining Power of Buyer

Pretty high

Availability of existing substitute

products

Buyer Price sensitivity

Bargaining power of Suppliers

Bargaining power of suppliers is

pretty low as manufacturer can

easily switch to a different

supplier at low cost

Threat of Substitute

Threat of substitute is very high for

ice creams in Indian market due to

its culture of traditional sweets and

desserts.

Some of the substitutes are :

Traditional sweets, Home made

desserts like Halwa and Kheer, Kulfi

or Faludas

FOUR P’S

PRODUCTThe product specification including packaging, branding, quality and identifying the target consumer market.Our Product IMPULSE Ice Cream, comes in 250 ML. 500 ML and & 750 ML Packs, which is packed inside the Round Shaped Packaging Ball.

PLACEThis includes where the product is sold including online purchasing (type of retailers, shelf location), market exposure (increasing the consumer awareness about the product), transportation, distribution, coverage and location.Our Product wil be Sold at Karjat Initially, and Launch would be at RUSH4Rush a college business adventure fest. Gradually we would move to Mumbai and then to the other parts of country.

PRICEPenetration pricing , core philosophy of providing ice cream at a basic, affordable price to appeal the common masses he Pricing is competitive. For 750 Ml Packs, The Price is Rs.199. Smaller Packs are available in Rs 49 and Rs.99 also.

PROMOTIONHow to promote the product in-store and out-of-store including advertising, publicity, selling and the message conveyed. Our Promotion Includes Advertising Through Online media, through College Fests, Newspapers and Social Indulgers.

PROMOTION

ESTIMATED BUDGET PLAN:

PROMOTIONAL COSTS:

• FESTs (all expenses we incurred under fests) = 7,00,000• Schools (Discount coupons@ 95% off one for Each) = 2,00,000• Google AdWords ( for C.P.M ) = 1,00,000

TOTAL 10,00,000

ADVERTISING EXPENSES 3,50,000OTHER MISCELLANEOUS COSTS 1,50,000

Total Budget Required For Marketing & Launching 15,00,000

UNIT COST PRICE = Rs.199 ( 750ml )

Selling price (family pack of 750ml) = Rs. 199.00 Less :Variable cost @ 66.67% = Rs. 100.00

Contribution = Rs. 99.00

INVESTMENT PLAN:• Total investment is 60 lakh Rupees.• Fixed cost is 33.33% i.e., Rs. 20 lakhs.• Break Even Sales is 20,210 units

BREAK EVEN ANALYSIS:

PRODUCT LIFE CYCLE OF ICE-CREAM

TIME (MONTHS/YEARS)

VO

LUM

E O

F S

ALE

S

Product matures – sales are steady

Plateau

Sales

grow

Sales decline

Development

Saturation

0

B.E.sales

Margin of

SafetySales