mama ice cream

iii

Group Members

Names Registration No

Afera Fayyaz MB073073

Izaan Samad BB063084

Mohd. Zaheer MB073107

Uzma Ahmad BB063024

SUBMITTED TO: SIR ARIF VASEER

SEC NO: 2

iv

DEDICATION

Special thanks and dedications to our beloved parents who motivated and supported us in

this research project and remained a source of inspiration for us and prayed for our

success all along.

v

ACKNOWLEGMENT

Deepest thanks and gratitude to Almighty ALLAH, the most merciful, the most

beneficent and source of all knowledge and wisdom Who enable and strengthen us to

complete this project report.

We extend my deepest gratitude and profound regards to Sir Vaseer who remain a source

of inspiration for us through his guidance and teaching.

Esteemed appreciation and recognition to our friends, colleagues and family for their

support and encouragement throughout this endeavor

vi

TABLE OF CONTENT

EXCETIVE SUMMARY....................................................................................................1Mama’s ice-cream...............................................................................................................2

Brief Introduction of MaMa’s Ice-cream:.......................................................................2EXISTING MARKET SITUATION ANALYSIS..............................................................3

The Changing World Eras...............................................................................................3Agricultural Age (farmers)..........................................................................................3Industrial Age (factory workers).................................................................................3Information Age (knowledge workers).......................................................................3Creative Age (creators, empathizers & story tellers)...................................................3

Competitors of Mama’s Ice-cream:.....................................................................................5Walls................................................................................................................................5Yummy............................................................................................................................5Hico..................................................................................................................................5

Key facts about Wall’s:.......................................................................................................5Product range of Wall’s:......................................................................................................5CUSTOMER ANALYSIS...................................................................................................6Target Market of Mama’s:...................................................................................................7PRODUCT SPECIFICATION............................................................................................9SWOT ANALYSIS...........................................................................................................14

Strengths........................................................................................................................14Weakness.......................................................................................................................15Opportunities.................................................................................................................15Threats...........................................................................................................................15

MARKETING OBJECTIVES...........................................................................................16REVIEW OF PAST MARKETING STRATEGIES.........................................................16MARKETING PROGRAM...............................................................................................17EXPECTED BUDGET......................................................................................................17TRADING AND PROFIT AND LOSS ACCOUNT........................................................18BALANCE SHEET...........................................................................................................19SALES FORECAST..........................................................................................................20IMPLEMENTATION AND CONTROL..........................................................................20CONTIGENCY PLAN......................................................................................................20CONCLUSION..................................................................................................................21

Marketing Plan 1

EXCETIVE SUMMARY

This is a marketing plan for Mama’s ice-cream new product launch; specifically include

product innovative feature explanation, market and customer analysis and marketing

strategies, along with its expected revenues and cost. There is an overview of sales

forecast at the end and contingency plan if Mama is unable to launch its product and if

settled marks are not achieved.

Mohammad Ali Jinnah University

Marketing Plan 2

Mama’s ice-cream

Brief Introduction of MaMa’s Ice-cream:

Mama’s ice-cream is a local Pakistan brand, established around at the end of 1990’s. The

production unit was initially limited to small scale, mainly natural product were used to

prepare homemade ice-cream. The idea was appreciated and initiative was taken to

introduce product in the market.

Now the Mama’s ice-cream is a well known brand and available in major cities such as

Lahore and Islamabad.

After launching so many successful products in the market, Mama has decided to

introduce a new segment, an ice-cream product with an additive feature of Prebio 1 for

kids, a natural occurring chemical which provide more strength and resistance to our

stomach against germs and unhygienic factors. elements

Therefore, to make our product a successful segment of market Mama needs an effective

and feasible market plan. The main purpose before this launch is to provide our customer

with more variety and segments especially for kids who not only enjoy our product but

could attain maximum health benefit from it.


Marketing Plan 3

EXISTING MARKET SITUATION ANALYSISA market is a group of consumers sharing certain demographic or geographic

characteristics to which products are offered or sold. Therefore variety of methods and

channels are used to promote and sell a product or service.

As we are moving into a new age where old rules no longer apply. There is no better time

to define one’s business position to capture the new opportunities that will arise. Experts

agree that we are moving out of the Age of Information and into a new Age of Creativity

based upon human capabilities that cannot be created by computers.

The Changing World Eras

The world and its dynamics are continuously changing with advent of new technology

and globalization. The changing world has evolved over few eras. These are:

Agricultural Age (farmers)

Industrial Age (factory workers)

Information Age (knowledge workers)

Creative Age (creators, empathizers & story tellers)

We are in the twilight of a society based on data. As information and intelligence

becomes the domain of computers, society will place new value on the one human ability

that can’t be automated: emotion. Imagination, myth, ritual the language of emotion will

affect everything from our purchasing decisions to how well we work with others. These

will have an impact on our business, community and our market.

1. Moving into the Creative Age

Design; experience; feelings; word-of-mouth (now word-of web) and story-telling is

king.


Marketing Plan 4

2. Demographic Swing

The features of demographic are changing and offer more growth opportunities.

As a result we have decided to work on these areas mainly along with product.

• Sell offer Wellness and Caring

• Sell offer Companionship, Love and Collective / Inclusion

• Sell offer Peace of Mind and Safety

• Sell offer Unique for Unique People

• Sell offer “Designed Just for You”

• Larger than any other demographic

• Will have unique & changing needs as they age

• Trying new experiences

These trends are not fads and they are not going away. Even if some minor changes are

made to our business model to adjust to these future trends we will likely to increase our

chance of success. As a smart business owner, we can make-use of this information to

craft a position, marketing program or to develop new products and services that are

highly likely to succeed.

Main reason behind adding a new feature to our existing product i.e. ice-cream and

customize it for kids is that our customers already experience the taste, quality and

flavors we offer. So the product will more easily be accepted and become more profitable

segment.

We have analyzed the potential in the market through survey. We have come to now how

much customer prefers to buy our product, why and at how frequently they buy it.

Now-a-days customers are very quality conscious they do not just shop for product but

want something in exchange, as they have developed high expectations for product for

which they are paying and have an intrinsic desire that the product caters to their

expectations and give maximum benefits and satisfaction.

The attractiveness of the product for the customer, according to us is the fact that we are

not charging them more for the new product. So they high which we feel that our Mohammad Ali Jinnah University

Marketing Plan 5

customer will find in our product will be that we are not going to charge them high so

they will enjoy new feature at an attractive reasonable and affordable price with all its

additional benefits.

Competitors of Mama’s Ice-cream:Major competitors of Mamas ice-cream in the market are,

Walls

Yummy

Hico

Walls

The Wall’s factory is located on Multan Road in Lahore and is fully equipped with a state

of the art innovation pilot plant. This makes Pakistan one of the few countries in the

region to have their own innovation pilot plant making it possible for Wall’s to launch

exciting new products every year.

Key facts about Wall’s:

Wall’s is the largest player in the Pakistan ice cream market and holds the lion’s share of

the market, through its effective promotion ,network and sales channels thought-out the

country All Wall’s products are halal and are made with halal ingredients in a halal

compliant manner. Wall’s carried out scientific research which shows that ice cream

actually makes you happy. The study was carried out using FMRI brain scanners, and

showed that eating Wall’s had an immediate effect on the part of the brain that is

activated when someone is really enjoying themselves the please areas.

Product range of Wall’s:a. Paddle pop


Marketing Plan 6

b. Wall’s moo

c. Cornetto

d. Magnum

e. Wall’s twister

f. Wall’s spin

g. Wall’s rocket

It has few flavors in form of family packs.

CUSTOMER ANALYSIS Today, the success of every business depends on translating knowledge about customers

into the reality of the customer experience. If you can’t make it easy and satisfying for

people to do business with you, you’ll lose them to someone who does and quickly.

Making and maintaining customers happy may not be easy, but it is well worth the effort.

Delighted, loyal customers are created , one exceptional experience at a time.

Maintaining these customers also requires outstanding performance in several areas.

Since, we are not making an offer to all customer segments in the market. For this

purpose we have defined our target market and define them so it will be easy for us while

deciding and working on marketing strategies and setting down marketing programs.


Marketing Plan 7

walls

yummy

hico

others

icecream brand

Target Market of Mama’s:The target group for our product is average middle, upper middle and elite class.

Our market is defined as people belonging to this class are more aware and conscious

about health and quality. Furthermore, we conducted survey to check the locations where

our customers visit at different timings and placed After settling down this issue we have

worked on our customer where they usually go and at what time and after doing careful

studies we have place our product at major super stores of Islamabad as in super market

(shaheen ) blue area ( D. Watson ) and F-10 ( fair deal cosmetic store) . As these are the

main stores of the city from where our targeted customers frequently shop. Mohammad Ali Jinnah University

Marketing Plan 8

Quality people preferably shop for quality product and choose in a way that could give

them highest quality, benefit, advantage and service. The reason why we say that people

choose Mama’s ice-cream is that because the product has already been placed on such

stores from they frequently shop, our customer also include a small percentage of

foreigners. Before launching the product in the market, heavy and intensive market

search has been done and after considering and gathering all the necessary information, it

was decided to put the product in respective stores because our first and main target is the

upper middle and elite class and they respond well to our offer. Therefore, it is expected

the stores will generate similar response from our customers as before or may even get

better response might increase if we again work over our marketing strategies and

programs.

Through survey we have evaluate our customer experience with Mama’s product,


Marketing Plan 9

highly satisfied satisfied neutral unsatisfied highly unsatisfied

experience with mama icecream

0

5

10

15

20

Fre

qu

ency

experience with mama icecream

PRODUCT SPECIFICATIONWe have specially designed a product for kids. A product that not only delivers superior

taste but also allows them to have maximum benefits from it. It strengthens their stomach

and enhances stomach capability to make best use of dairy and milk products which is

not possible without prebio-1.The formula for prebio-1 is 70% of raftilose (oligofructose)

and 30% ratline (insulin). The natural source of refitting and raftilose which are complex

form of carbohydrates, include wheat, onion, banana, garlic and chicory.


Marketing Plan 10

Here is the brief review of our survey which we conducted in tabulated form.

After conducting our survey successfully, we came across the following figures and

conclusions

FREQUENCIES

Statistics

Mama ice-cream

N Valid 70

Missing 0

Mama ice-cream

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 42 60.0 60.0 60.0

no 28 40.0 40.0 100.0

Total 70 100.0 100.0

The graph showing how many people would like to buy it,


Marketing Plan 11

yes no

mama icecream

0

10

20

30

40

50

Fre

qu

en

cy

mama icecream

FREQUENCIES

Statistics

Recommend Mama ice-cream

N Valid 42

Missing 28


Marketing Plan 12

Recommend Mama ice-cream


Cumulative

Percent

Valid yes 38 54.3 90.5 90.5

no 4 5.7 9.5 100.0

Total 42 60.0 100.0

Missing .00 28 40.0

Total 70 100.0

Graph showing how many customers recommend buying or trying Mama’s ice-cream

yes no

recommend mama icecream

0

10

20

30

40

Fre

qu

ency

recommend mama icecream


Marketing Plan 13

FREQUENCIES

Statistics

You buy health conscious ice-cream for kids

N Valid 42

Missing 28

You buy health conscious ice-cream for kids


Cumulative

Percent

Valid yes 40 57.1 95.2 95.2

no 2 2.9 4.8 100.0

Total 42 60.0 100.0

Missing .00 28 40.0

Total 70 100.0

Graph showing how many customers would like to buy our new innovative product.


Marketing Plan 14

yes no

you buy health conscious icecream for kids

0

10

20

30

40

Fre

qu

ency

you buy health conscious icecream for kids

SWOT ANALYSISFollowing are the strengths, weakness, opportunities and threats faced by Mama’s ice-

cream


Marketing Plan 15

Strengths

Mama’s ice-cream has the edge over its competitors that its products are free from any

artificially produced ingredients and chemical substances like preservatives, additives and

artificial flavors and are specifically prepare from natural products.

Weakness

The marketing program, promotion and sales channels of Mama’s is not as strong as it

should be like Wall’s which spend huge investment on its marketing, promotion and sales

. The main reason because of which our product has yet gained that much market share

as it should achieved by now. The main reason because of which Mama’s ice-cream has

yet to gain the market share it should have by now. The main source for our product

promotion is the word of mouth.

Opportunities

The main opportunities for our success rely on our new launch as this is the product of its

own kind and has not been launched by any of our competitors. And if we focus on

improvement of our marketing program it will come out to be a real achievement and

provide long-term profits.

Threats

The major threat which we have from our competitors is that they have already

established themselves well in the market as a result of heavy promotion, offering and

adding on new ice-cream flavors and segments. Now the main challenge is to gradually

increase our market share and attain more customers and retain them, as we are proud to

make a product which is free from chemicals but still Mama’s has a long way to go as to

create and make its customer more aware about the product and make them brand loyal.


Marketing Plan 16

MARKETING OBJECTIVES

As Mama is reworking on its marketing strategies and as a result we have established the

following marketing objectives .These are explained one by one as follows,

Our prime objective is to increase our sales higher than previous year and for this

we have decided to introduce new segment in our existing product and attain

maximum profit out of it.

To attain and gradually increase our market share by focusing and reshaping our

marketing programs and strategies.

To attract more customers and retain our already existing customers by offering

something new , innovative and healthy and make them brand loyal.

Enhance our communication with our all customers by using backward and

forward approach and introduce integrated communication system by which we

stay updated about market trends, changes and its influxes.

REVIEW OF PAST MARKETING STRATEGIESMama’s ice-cream always focused on producing and selling high quality products and

providing its customer with richest taste and flavors .We had never compromised on our

quality but previously Mama’s market strategies were not so effective, the reason behind

all this was our inability to make an effective network. Our competitors have worked so

much on their promotion and sales channel that is why they have capture major part of

the market. Our focus had been and will be on our quality product which is 100% free of

any artificial ingredients and chemicals. Along with this we are designing and reshaping

our strategies to increase our sales to maximize our profit and capture a major part of

market. In past we had just placed our product in city main super stores and the only

source of our promotion was word of mouth. Therefore now we are placing our product

so maximum customer could approach it along with few promotional packages.


Marketing Plan 17

MARKETING PROGRAMAfter gathering necessary information from our customers using our products and

observing customer response, we have decided to prepare our market program for new

product on following lines and it covers aspects,

Benefits from new offer

Pricing tactics

Sales and distribution channels

Effective time for our product launch

Since we have prepared this market plan for our new product which is beneficial for both

the customers and marketers. From customer’s perspective our real customer would be

parents belonging to upper middle and elite class, as the people of this class are more

aware and health conscious, so they would develop inclination towards it which would

result in their willingness to purchase it and it would ultimately be a benefit for marketer

as it will result in profit maximization.

The pricing tactics will be similar to previous pricing of our product, it include factors

like the price which our rivals and competitors would charge as well as it will have the

element of customer willingness.

Mama’s sales channels are already established but since we have decided to redesign our

strategies to make it more effective. For this purpose we have to make alliance with our

sales and distribution channels so as to ensure on time delivery without any delay.

As the summer is arriving and this is the high time to launch our product and make it

available to our customers. Therefore we will make it available at stores during the first

week of June as it is expected that our competitor will make many offer during that time


Marketing Plan 18

EXPECTED BUDGETFollowing is the assumed trading and profit account and balance sheet it includes all the

expected budget, cost, profit and possible incomes and expenses which company will

incur.

TRADING AND PROFIT AND LOSS ACCOUNT

For the year ended 31 Dec 2008


Marketing Plan 19

Rs Rs

Opening Stock 30,000

Purchases 120557

Add Carriage Inward 3200

123757

Less Return outward 25,350

98407

Goods available for sale 128407

Less Closing Stock 6,220

122187

Gross Profit

119,991

Carriage Outward 3200

Salaries 5000

Promotional activities 10,000

Total expense

18,200

101,79

1

Rs

Sales 250678

Less Return Inward 8,500

Net Sales 242,178

Gross Profit 119,991

101,79

1

BALANCE SHEET


Marketing Plan 20

As at 31 December 2008

Capital 220,000 Furniture 80,000

add expected net profit 101,791 Motor Vehicle 9 0,000

321,790

Creditors Debtor

Nadeem distributor

45,000

Natural Chemicals 1,000,000

Pure Milk Farm 50,000

Stock

30,000

Cash at bank

1234500

Cash in hand

22,290

Loan 130,000

1,501,790 1,501,790


Marketing Plan 21

SALES FORECASTIt is expected that we will able to make enough sale this year as a result of our new

launch by continuously improving and redesigning our communication and marketing

network and system.

The expected breakeven can be estimated as,

IMPLEMENTATION AND CONTROLProper market strategies and setup has been designed to ensure that our new launch will

meet its target goals, for this purpose there is proper check and control and

implementation program.

CONTIGENCY PLANMama’s ice-cream has also worked over few contingency plans that if we are unable to

fully launch our product due to few factors like unavailability of resources, shortage of

electricity, economic changes, rise in petrol prices, then we will limit our launch and

product supply within Islamabad.


Marketing Plan 22

CONCLUSIONAfter considering all the necessary variables and environmental factors, we are

anticipating that our new product launch will prove to be a mark success provided all the

strategies are properly implemented and control.


mama ice cream

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