SINCE 1984

Natural ice cream

began its journey in
1984 as a small initiative
but in 2006 its
probability has reached
to Rs 1.4 crore.
Its founder is K.S.
Ramanath
HISTORY
Ups and downs in Kamaths schools life
Split with his brother and their business
A new beginning



CHALLENGES
Difficulties in the process
Lack of education
Innovating and introducing new flavors
Competition with other ice cream brand
INDIAN ICE CREAM MARKET
Segmentation of ice cream market
Major Brands

SWOT ANALYSIS
Strength Weakness
Opportunity Threat
SWOT
STRENGTHS:
Low price among all the branded ice creams
Innovative and unique
100% vegetarian keeping in mind the sentiments of
Indian people
No preservatives and fresh
Creamier & richer taste
WEAKNESS
No promotional activity only word of mouth publicity.
Hand made manufacturing process.
Limited to the cities of Maharashtra and Gujarat.
Perishable within 10 days.
Awareness about this brand only among young people


Opportunities:

Expansion strategy.

Experimenting with new&
unique flavours.



THREATS:
Domestic competitors-
Kwality Walls, Amul ,& mother dairy.
Foreign competitors-
Gelato Vinto , Amore , Baskin
Robbins
Unawareness about the brand.
Maintaining the taste of the ice-
cream.



INVOLVEMENT OF 4PS
Product
Quality denser, creamier and richer
Product Variety many flavours
Feature 100% Veg
Warranties 10 days of expiry
Services good ambience , courtesy
and home delivery



Price
List price - 28 Rupees per scoop
and 5 rupees for waffle cone
4Ps
Promotion
Public Relation- Listens to all
the suggestions given by the
customer
Advertising and sales
promotion Mouth publicity
Place
Transport company has
many branches in the cities
of Maharashtra and Gujarat
Locations Situated in malls
Coverage In cities like
Mumbai , Nasik , Pune and
Ahmedabad
Segmentation Variables For
Consumers Of Natural
Geographic:
Region West
City Class1

Demographic:
Age 12 to 34 yrs
Income middle , upper middle and high
Education and Occupation = S.E.C. i.e. A1,A2 , B1 , B2

SEGMENTATION
Psychographic:
Culture and health oriented

Behavioural:
Occasions-special and regular
Benefits-Quality and services
Usage rate-light
Readiness stage-aware and informed
Attitude towards product- Positive

TARGET , POSITIONING & DIFFERENTIATION
Target:
Traditional & Fruity ice cream lovers
Positioning:
Fresh natural & fruity ice cream
Differentiation:
Unique taste, exotic fruity flavours


RECOMMENDATIONS
Company should go for expansion strategy by adopting various techniques-
Franchising
For faster expansion, better penetration
Less investment ensures more management focus on key areas
Collaboration
Company can do tie-up with various fast food chains