ICE CREAM ICE CREAM INDUSTRYINDUSTRY

ICE BERGICE BERG

Deals with Kulfi and Ice Deals with Kulfi and Ice Creams, a shop located at Creams, a shop located at

SaddarSaddar

"Cream Ice," as it was called, appeared "Cream Ice," as it was called, appeared regularly at the table of Charles I during the regularly at the table of Charles I during the 17th century17th century

In 1660 that ice cream was made available In 1660 that ice cream was made available to the general public to the general public

Caf ProcopeCaf Procope, the first cafE in Paris , the first cafE in Paris introduced the basic recipe of ice-creamintroduced the basic recipe of ice-cream

Kulfi is a popular South Asian, ice cream Kulfi is a popular South Asian, ice cream made with boiled milk typically from water made with boiled milk typically from water buffalo buffalo

Kulfi differs from western ice cream in that it Kulfi differs from western ice cream in that it is richer in taste and creamier in texture. As is richer in taste and creamier in texture. As well, where western ice creams are whipped well, where western ice creams are whipped with air or overrun, kulfi contains no air; it is with air or overrun, kulfi contains no air; it is solid dense frozen milk.solid dense frozen milk.

EVOLUTION OF ICE EVOLUTION OF ICE CREAM AND KULFICREAM AND KULFI

Industry Snap ShotIndustry Snap Shot

CompetitionCompetition

Branded Ice cream DistributorsBranded Ice cream Distributors Wall’sWall’s YummyYummy HicoHico IglooIgloo RoccoRoccoBranded VendorsBranded Vendors Gelleto AffairGelleto Affair Moven pickMoven pickUnbranded VendorUnbranded Vendor Baloch Baloch RajuRaju Karachi Ice creamKarachi Ice cream Chaman Ice creamChaman Ice cream

ICE BERG’S ICE BERG’S Direct CompetitorsDirect Competitors

Bhashani sweets Bhashani sweets Peshawari ice cream, Raju Peshawari ice cream, Raju

and Baloch and Baloch Sony sweets Sony sweets Hanif Rajput, Sada Bahar Hanif Rajput, Sada Bahar

Caterers Caterers

ICE BERG ICE BERG STRATEGYSTRATEGY

ICE BERG- A NICHERICE BERG- A NICHER

PRODUCT PORTFOLIOPRODUCT PORTFOLIO

REGULAR FLAVORSREGULAR FLAVORS SEASONAL FLAVORS SEASONAL FLAVORS EXCLUSIVE FLAVORS EXCLUSIVE FLAVORS OUR SPECIALITIES OUR SPECIALITIES KULFI KULFI

Customer ProfileCustomer Profile

Types of MarketsTypes of Markets Consumer marketConsumer market Resellers MarketResellers Market Overall MarketOverall Market Geographic SegmentationGeographic Segmentation Demographic SegmentationDemographic Segmentation Psychographic SegmentationPsychographic Segmentation Behavioral SegmentationBehavioral Segmentation

CREATING OF CREATING OF NICHE MARKETNICHE MARKET It evolved in market with KULFI being It evolved in market with KULFI being

its USP , it knew the mind set of consumers its USP , it knew the mind set of consumers

and with its minimal resources it targeted a small and with its minimal resources it targeted a small segment of market, it also started up with segment of market, it also started up with providing its kulfi’s in occassions of Boree casteproviding its kulfi’s in occassions of Boree caste

EXPANDING NICHEEXPANDING NICHE It started providing kulfi in vast number of It started providing kulfi in vast number of

marriages, events and special occasions like a marriages, events and special occasions like a Family Feast, there is a huge number of its target Family Feast, there is a huge number of its target customers who specially buy ICEBERG’s products customers who specially buy ICEBERG’s products as a desert in their special occasionsas a desert in their special occasions

Available in buffet restaurants like Lal Qila Available in buffet restaurants like Lal Qila

COMPETITIVE COMPETITIVE ADVANTAGEADVANTAGE DIFFERIENTIATED PRODUCTSDIFFERIENTIATED PRODUCTS

• Different layered and variants in a single product- Sicilion, they Different layered and variants in a single product- Sicilion, they are are

the market leader in providing packaged liter packs which is the market leader in providing packaged liter packs which is now now

copied by Walls by the name of WALLS SELECTIONcopied by Walls by the name of WALLS SELECTION• Kulfi in different flavorsKulfi in different flavors• Diet Kulfi availableDiet Kulfi available

DIFFERIENTIATION IN DISTRIBUTIONDIFFERIENTIATION IN DISTRIBUTIONIts kulfi’s and ice-creams are widely available for order in Its kulfi’s and ice-creams are widely available for order in marriages and special events at affordable prices which makes it marriages and special events at affordable prices which makes it easy to buyeasy to buy in bulk unlike any other vendor in bulk unlike any other vendor

LOWEST COST PRODUCERLOWEST COST PRODUCER• Single scoop for just Rs 17/. as compared to Rs 30/- of its direct Single scoop for just Rs 17/. as compared to Rs 30/- of its direct

Competitor which is evident of that fact that it produces deserts at Competitor which is evident of that fact that it produces deserts at thethemost low cost which makes it possible to sell at low prices than that most low cost which makes it possible to sell at low prices than that of of competitorscompetitors

RECENT MARKETING RECENT MARKETING STRATEGIES STRATEGIES

INCREASE IN DISTRIBUTION COVERAGEINCREASE IN DISTRIBUTION COVERAGE

FLANKER PRODUCTSFLANKER PRODUCTS

YOUNG TARGET MARKET-Vanilla Cadbury, Coffee FudgeYOUNG TARGET MARKET-Vanilla Cadbury, Coffee FudgeADULT TARGET MARKET- Roasted Almond, ADULT TARGET MARKET- Roasted Almond, Vanilla Fig( Injeer),Badam ZafranVanilla Fig( Injeer),Badam Zafran

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT

Strawberry Cheese Cake, Chocolate Fudge BrownieStrawberry Cheese Cake, Chocolate Fudge Brownie

FRONTAL ATTACKFRONTAL ATTACKIntroduced Introduced Diet KulfiDiet Kulfi after its indirect competitor after its indirect competitor

BHASANI SWEETS its Saddar near its shop BHASANI SWEETS its Saddar near its shop introduced Diet Rabree, thus protecting its health introduced Diet Rabree, thus protecting its health cautious and diabetic customers cautious and diabetic customers

ANALYSIS OF Costumer ANALYSIS OF Costumer Value HierarchyValue Hierarchy

SWOTSWOT

MARKETING ISSUESMARKETING ISSUES

RECOMMENDED RECOMMENDED MARKETING STRATEGIESMARKETING STRATEGIES

CREATING BRAND EQUITYCREATING BRAND EQUITYRevise logo, unattractive slogan and poor color combination Revise logo, unattractive slogan and poor color combination

Revised sloganRevised slogan

““We cherish your moments with We cherish your moments with

traditional kulfi and icecream as traditional kulfi and icecream as

never before”never before”

Communicating with your Communicating with your

target markettarget market via via

PamphletsPamphlets

StandeesStandees

DiariesDiaries

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