Ice-cream Industries occupies important

place in Pakistan. It is one of the consumer

goods industries in products is important

popular diet.

Pakistan is an agricultural based country

because of the large number of cattle and

Large milk production most of the dairy and ice

cream industries has developed and Pakistan is

well ranked in the world

Today the competition in ice-cream like

Omore, Walls, Hicco, Yummy etc. as ice-

cream has been a regular edible item the

consumption of in more.

It has an important role in employment

generation and reducing the migration of

villagers the town and cities for dinehood

The Global Ice Cream market covering

53 countries, increased between 2001-

2006, growing at an average annual

rate of 2.8%

“This new vision will chart the course for our future. It is a course we are confident will revolutionize the ice-cream industry and allow our franchisees to make people happy by selling the highest quality, most creative ice-cream experience with passion, excellence and innovation,”

The process of manufacturing ice-cream passed

Through various stages

Ice-Cream Manufacturing

Ice-Cream Filling

Marketing Channel

Cold Storage

Transportation by A/C isolated Vehicles

Distributors

Dealers

Customers

COLD SLAB CREAMERY

STUDENT

LOCAL PEOPLE

COMPULSIVE

PERSONALITY PEOPLE

Customer profile is divided into two parts

1. Children

2. Adults

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

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

4 PS OF MARKETING

Product

Price

Place

Promotion

Product Variety: A wide range of dairy ice-

creams and frozen desserts

Quality: Premium ice cream rich in calcium

which is fresh ever y time

Design: Includes ice pop, choc bar, dairy ice

cream and pop sickle.

Features: Made from fresh milk and cream and

high in nutrition

Types of Ice-cream Quantity Price

Family pack 1.25ltr Rs.130

Cone 50ml Rs.10

Cups 50ml Rs.10

Cassata 150ml Rs.25

Coverage: Star 96 ice cream for the time being is only

available in limited areas on Punjab and not available

throughout Pakistan. The company started off its operation

in Punjab because it has the largest province population

wise

Locations: Available at large/medium sized and small

bakeries, grocery stores and pharmacies in Punjab

Sell their products directly to consumers using cycles and

their own personnel. This strategy has been in practice for

many years and is being used by Walls and Hico too.

Discount coupons Free samples of ice cream (in schools

colleges) Sponsoring school functions & college

festivals Printed t-shirts Banners in school, college & corporate

canteens

Reduction in costs through automation and use of electronic media

The costs associated with offline orders include travel expenses, time lost in the office and employee pay.

Online ordering can give customers the dairy products with lower  prices. They can order any dairy products they want with the click of mouse.

Faster response: Time to receive responses through internet

is one to three days, where you will get maximum responses on day one itself, while ordering through telephone or email and paying for the products and communicating face to face would take minimum 7to 12 days to generate any responses.

Use customer data to provide customize value added services :

Company  will keep track of customers and the products that are sold well to be used for proactive decision making.

Interactive: company will innovatively initiate campaigns using graphics, videos, music, quiz, game or whatever that will be of interest to their prospect, to grab his attention and interest immediately

Offer free delivery: Company will offer free deliveries if customers order over a certain amount. So, not only customers would have to pay for the oil to drive to the store, they don’t even have to pay the delivery costs for the items they order

Chain Store Promotions: Another 1 2 1 way of CRM technique that STAR 96 have adopted to create effective touch point with their customer is by putting their brand in all the chain store in Punjab in this way people can have access easily to the product.

Carnivals: STAR 96 have worked their way in the customers heart by knowing them in every way. They try to promote their products and make sure that their product is available in carnivals and all special events that are taking place.

Fun Fair : STAR 96 will promote different funfair all over the country to make direct contact with the customers . This way existing customer and new customer both are easily targeted

Increasing value of customer base We pair our extensive behavioral knowledge and our

leadership in activating brands with impact to deliver bottom-line results.

This concept emerged to enable Call Centers

keep open 24X7 like all-night stores

To minimize customer wait times, “load

balancing” is a critical operational objective.

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.

Strength Weakness Opportunity Threat

Star 96 ice cream is made from fresh milk and cream as compared to Walls which contains fat

Star 96 have the only plant in Pakistan uses Bacto fuge technology to eliminate bacteria and ensure hygiene

Provide much better ice cream and that too at a lower price than their competitors like walls and yummy etc

Only available in Punjab as compared to Walls which is available throughout Pakistan

star 96 is a new brand in the ice-cream market And people in rural Punjab do not have much idea if the brand exists

Although Omore have a great range of ice-cream flavors they are no match for Walls who have a huge range of flavors and products

No rigorous publicity of their products as compared to Walls e.g. Walls have huge campaigns when they launch new products

Star 96 have come with new flavors and attract more consumers

Star 96 should not limit themselves to departmental stores and groceries open ice-cream parlors where people could enjoy their ice-cream

Introduce diet ice-cream in Pakistan for people who have diabetes especially elders.

Introduce ice-cream in schools and colleges because Pakistan has long summers and people love ice-cream especially the youth.

Walls and Hico have been in the ice-cream market for a very long time. It may take some time before people get to know the brand

Ice-cream is perishable item plus load shedding and electricity problems cause problems and damage the product

Change in government policies can lead to increase in milk pr ice which would also increase the price of the ice-cream

The following research instruments are to be used for this project: Questionnaires: STAR 96 WILL Develop a questionnaire the main

purpose of which will be to determine the eating habits of respondents and the goal of each question will be to obtain the required information.

MCQs are to be chosen for questionnaires which will be specific to abstain from wastage of time on both ends

Experimental Research: Samples of different ice creams will be produced and

testing Is to be done by diabetic patients or people who follow a strict diet.

These samples of ice cream can be kept at various stores along with personnel who could analyze consumers behavior and get feedback at the same time regarding their product.

Check whether adequate supply of star 96 ice-cream are reached from distributors to retailers.

Check sales level on monthly basis. Check whether steps taken are

implemented properly on time