Creamy scoop dreamy flavor…

Presented By:
 DEEP SANJANA (110016)
 GAURAV KUMAR (110020)
 NIKHIL DEEPAK (110033)
 PRAGATI PRIYA (110035)
 PRAYAG PUSHKARAM (110037)
 ROHIT KUMAR (110045)
 SIDDHANT RANJAN (110053)
 YASHWANT KUMAR SINHA (110060)
INTRODUCTION
Dream C’ream - Creamy scoop dreamy flavor…
When you dream about cream, eat Dream C’ream. An innovative ice-cream
company to fulfil the need for every generation either kid or for old ones.

Your dream come true at dream cream.

Dream C’ream Ice cream comes with indigenous flavor like

• KHATTA CHATKARA
• MASALA MATKA
• DESI RANGEELA
• PANCHVATI
• FRIED ICE-CREAM#
 VISION MISSION

“To offer the best “To serve our

tasting ice-cream in customers the finest
Patna and strengthen quality all-natural ice
our position in the cream in a wide
local market” variety of indigenous
innovative flavors.”
OBJECTIVES:

Primary Concern:
• To Grab the local market.
• To satisfy the customer needs.
• To earn maximum profit through selling quality product.

Long Term Concern

• Long time survival in Competitive market.
• Hold the leadership position in ice-cream market.
 CORE
BENEFIT

BASIC
PRODUCT
Gives coolness,
happiness,
EXPECTED change the mood
PRODUCT of person sad,
sorrow

AUGMENTED
PRODUCT

POTENTIAL
PRODUCT
CLASSIFICATION

KHATTA CHATKARA  DESI RANGEELA

A flavor with Jal-jeera Ice-Cream with magical colour &
makes your mood refresh magical flavor.

 PANCHVATI
MASALA MATKA A blend of five fruit flavors.
A flavor with twist of spicy
delight  FRIED ICECREAM #
A deep fried Ice- Cream of different
flavors.

# Available at outlets
CHARACTERISTICS
 Unique taste for every buds.
 Enriched and creamy ice-
cream.
 Peerless taste you can’t forget.
 Also available in sugar-Free
varieties.
HOW WE ARE DIFFERENT?
 Our product comes with indigenous
test.
 We believe in consumer satisfaction.
 All flavours are unique in taste and
nature
 No colour added preservatives.
 We use latest natural refrigerants
technology for less impact on
environment.
 Our fried ice-cream is our unique
product available at our outlet.
PACKAGING & LABELLING

Our product is packaged in earthen pots.

All sticks used are wooden sticks.
For all other labelling we use paper
product.
None of packaging material are harmful
for environments.
We respect nature and we do everything
to protect environment
PRICING STRATEGY

Our pricing strategy depends on

Quality of Ice-Cream
 Premium Ice-Cream
Pricing at malls
In comparison with our competitors
We also follow low price high quality strategy
Pricing will be Convenient for every consumer
Use of Psychological Pricing Strategies
Pricing as Per Locations
 Fixed cost
Machinery = ₹6,00,000 Variable cost = ₹60
Building = ₹1,00,000 (Per 1000gm.)
Per Gram Variable cost = ₹0.06
Outlet + Cart Expense = ₹ 1,00,000 Variable cost for 50gm = ₹3
Vehicle + Cart = ₹ 2,00,000
₹10,00,000 Unit cost = Variable cost + fixed cost
Promotion = ₹2,26,000 unit sales
= ₹12,26,000 3 + ₹12,26,000/4,00,000
= ₹6.065

Markup Price = unit cost/(1-desired return on sales)

Profit earned = 35% = 6.065/1-0.35
Profit earned from retailers = 25%
= ₹9.33 = ₹10
Profit earned by retailers = 32%
Markup Price For Retailers = ₹7.58
Target Return Price

Unit cost + Desired return*invested capital/unit sales

=₹ 6.065 + 0.35*₹ 12,26,000/4,00,000
= ₹ 7.20

Break-even Volume
= fixed cost/(price – variable cost)
=₹ 12,26,000 / (₹10– ₹6.065)
=311,563
PRODUCT PRICING

SIZE
PRODUCT SMALL REGULAR LARGE
OUTLETS RETAILERS OUTLETS/ RETAILERS OUTLETS RETAILERS
/CART CART /CART
KHATTA CHATKARA ₹10 ₹7.58 ₹20 ₹14.20 ₹99 ₹80
(50 gm.) (100 gm.) (250 gm.)

MASALA MATKA ₹15 ₹10 ₹20 ₹14.20 ₹99 ₹80

(60 gm.) (100 gm.) (200 gm.)

DESI RANGEELA $ NA* NA* ₹25 ₹17 ₹135 ₹100

(150 gm.) (250 gm.)

PANCHVATI $ ₹10 ₹7.58 ₹20 ₹14.20 ₹99 ₹85

(50 gm.) (100 gm.) (250 gm.)

FRIED ICECREAM# NA* ₹109 ₹199

(200 gm. ,1 Ball) (400 gm., 2 Ball)

*NA- Not Available

#Available at Outlets Only
$Available in sugar free variant
 MARKETING CHANNEL
Successful Value Creation Need Successful Value Delivery.
We follow two types of marketing channel, 0-level and 1-level.

0-level 1-level

Manufacturer Manufacturer

Through our
Retailer
Own Outlet &
Ice-cream cart

Consumer Consumer
0-level Marketing Channel

Dream Cream Products will be available at our outlets (Ice-cream

Parlour) and through our cart (The Ice-Cream Vendor) moving
throughout city at different places.

Every product manufactured by Dream C’ream are available at our

outlet but we have selective range of products for our cart roaming
throughout city.

Products available with our cart are:

KHATTA CHATKARA (Available in all sizes.)
MASALA MATKA (Available in small and regular.)
DESI RANGEELA (Available regular.) Our Outlets:
PANCHVATI (Available in all sizes.)  Gandhi Maidan
 Boring road
To avoid local competition and gain profit prices are cut down by
directly selling to consumer rather of travelling the whole supply Our cart (The Ice-Cream Vendor)
chain.  Mauryalok Complex
 3 cart roaming around cities
1-level Marketing Channel

Dream Cream Products will be available at different outlets including cafeteria,

canteens, restaurant and food outlets at different malls of city.

Through this channel of marketing we didn’t directly deal with our consumer
so we have retailers to deliver our product to consumer.

In term of benefit we provide them deep freezer for storage of ice creams,
display sign broads etc.

In this pricing strategy of our products differ as we have to offer some profit to
retailers also. To avoid competitions we focus on increasing customers rather
than gaining profit in initial stage.
MANAGING CHANNEL CONFLICTS

We can’t always sell our ice-cream products directly to customers. Sometimes

intermediate channels also occur then in that situation conflict may arises
between them as unclear roles and rights, difference in perception and high profit
provided by competitors.

To avoid them we superordinate goals i.e. all the channel members are jointly
seeking for survival in any market situation and do a lot to satisfy customers.

Sometimes Dual compensation may be provided to channel members.

We may also offer membership to our channel member.

INTEGRATED MARKETING
COMMUNICATION
For establishing a good integrated marketing communication we first need to
identify the target audience .
Target Audience :
We have targeted the residential people, school and colleges student, children
playing at park and people at different market place.
Communication Objective :
Our objective is to fulfil the desire of our customer.
Our tagline : “Creamy scoop dreamy flavour.…”.

The Advertisement would be created in a fragmented way to arouse interest of

the Customers so the Customer Curiosity could be targeted and could be
converted into information search about our product.
Marketing Communication Strategies

Mixed Strategy

Through Rest of
For Primary the Year
Promotion Period

Before starting of summer season, we will use Will use the Print Media on a
print media in possessive way to grab frequent Basis as per the
upcoming demand. PRIMARY Promotion Response.
Advertising Media For Dream C’ream

Traditional
Advertising Media
Newspapers New
Magazines Advertising Media
Television
Internet
Banner ads
Interactive video
 PROMOTION STRATEGY

 Focus on online advertisement i.e. through social media.

 Develop customer relationship
 Ice-cream cart are very colorfully decorated with Iogo of Dream C’ream and the puller wears
specific uniforms.
 Cart play rhythmic music, which attracts the people to buy it.
 We have many billboards in different areas and road side signboards.
 Dram C’ream will also arranges events in theme parks, schools.
Marketing Budget
Item JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

MARKETING
PROMOTION

Print advertising 10000 10000 10000 10000 10000 10000 10000

Online 1000 1000 1000 1000 1000 1000

advertising
Events 50000 50000
Television advert 10000 10000 10000 10000 10000
Marketing 20000 71000 21000 21000 11000 70000 11000 1000
promotion total
TOTAL 20000 71000 21000 21000 11000 70000 11000 1000

Total : ₹2,26,000.00
Estimated Cost
Ice-Cream market in Patna
• Ice-cream market of India is around
4000 crore in which Bihar has market
share of 700 crore and Patna has
market share of 310 crore.
• 60 percent belongs to organized sector.
• Last year growth rate of 25% was
obtained and expected to grow 20% in
this fiscal year.
• Dairy products has expected to grow
60% of total share up to 2023 in which
Ice-cream market will obtain growth
rate of 40%.
• In year 2017-18 total consumption was
1728 metric tons and expected to grow
by 20%.
Market Demand
• 62% of ice cream are consumed by people
of age group between 18-25.
• 60% percent is consumed by male whereas
40% by female.
• 36% are consumed near school/colleges
whereas 29% are consumed at hangout
places like parks, shopping complex,
theatres, etc.
• Unorganized market is shrinking.
• Increase in frozen desert market.
• In marriage season ice- cream with low cost
and better quality have higher demand.
Forecasting Demand

Potential Market

Available Market

Target Market

Penetrated market
Customer Profile

Children Profile Adult Profile

Demographic: Demographic:

Age: 06-25 Years Age: >25 Years

Education: Up to Degree College Education: Post-graduate, Professional
Occupation: Student Occupation: Employed, Businessman

Psychographic: Psychographic:

Lifestyle: School/College going Students Lifestyle: Outward oriented

Buying Behavior: Attractive, Prima facie Buying Behavior: Health Conscious
CUSTOMER RELATIONSHIP MANAGEMENT
(CRM)

• To capture issues and services

requests reported by consumers.
• Efficient routing of Consumer issues
and service requests to the respective
authorities in the organization.
• Retain customer through making
them engaged with the company.
• Building Loyalty with the customers.
What makes customer buy our Ice-cream?

How customers make decisions while

buying an ice cream?

1.NEED RECOGNITION
 Awareness of need :
 Need of a sweet, weather factors
 Indigenous flavor, price-conscious

 Stimulating Factors :
 Advertisement (external stimuli)
 Strong desire (physiological need)
How customers make decisions while buying an ice cream?
2.RESEARCH OF INFORMATION
Research of information happens through 5 Stages

Exposure : Advertisement, Bill Board

Attention : Tag lines, Indigenous flavor

Acceptance : Prime factor of colourful packaging and indigenous taste

Retention : Through entangle variability of taste

3.EVALUATION OF ALTERNATIVES
 Low price High Quality

4.MAKE THE PURCHASE

 Made a choice and enjoys the ice cream

5.EVALUATION OF THE ICE CREAM

 How the ice cream tastes
 This stage determines the retention
COMPETITORS ANALYSIS

Major Competitors How they compared to us Their strengths and weakness

and to each other Strength Weakness
Creambell They will compare to us on Customer loyalty Customer Service.
basis of their quality and Brand name. Outdated Technology.
taste. Supply Chain.
Anuj Dairy Pvt Ltd. They are also promising Widespread roots in Low Quality
(Snowballs) dairy industry of Bihar Bihar. Customer Service.
having a large customer
base.
 STP ANALYSIS

CONSUMER BASED
SEGMENTATION
DEMOGRAPHIC :
AGE/OCCUPATION
LIFESTYLE FORCES :
ACTIVITIES
PSYCHOGRAPHIC
BUYING BEHAVIOR :
PERSONAL/SOCIAL

• We have segmented our potential customer on the basis of their demographic forces
i.e. age and occupation.
• On the basis of their lifestyle forces.
• Buying behaviours also play a significant role in segmenting our product.
Targeting
We will target our Segmented Market Differently and a bit distinct with one another.
(A). Demographic
1. Will attract different age of consumer through our Planned IMC
Techniques/Commercials/Advertisements.
2. Will become mass target player.
(B). Psychographic
1. Will attract person with different lifestyle through our Planned IMC
Techniques/Commercials/Advertisements.
2. Will make efforts through our advertisement and sales promotion campaigns and
even through our outlet to convey this segment about the indigenous taste of our
product. They will be conveyed about the quality with affordability.
 Price
Product Positioning Strategy High
Dream C’ream

After deciding the target markets, we have decided

what position we wants to occupy in the target
market. We have tried to position our products in
such a way as to distinguish us from the competitors
and give our product the greatest strategic advantage
in the target market. Dream C’ream
Low

Premium Ice-cream – High Price & High Quality Quality High

Ice-cream – Low Price & High Quality
POSITIONING STATEMENT

For Ice-cream lover who wants to taste new flavour and feel the
coolness Dream C’ream is providing a set of new indigenous
and attractive flavour. Unlike all Ice-Cream seller we provide a
combination of sweet with some twist at price that fits in your
Pocket.
SWOT ANALYSIS
STRENGTH:
• Sugar free ice creams
• Product ranges with different flavors, quantity
• Environment friendly packaging
OPPORTUNITIES:
• Affiliate relationship with related vendors
• Rising income, change in lifestyle
• Large young, kid population and very hot
summer
• Less number of ice cream company in the rural
market
WEAKNESS:
• Limited start-up cost
• Limited flexibility in pricing
• The newly established company having less
market
• Size of the target market is limited (PATNA)
THREATS:
• Competitors can offer similar products easily
• Products are already sold by major
competitors
• People use KULFI or Cold drinks as they
prefer during summer
• Local sweet products (Problem in introducing
as dessert)