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

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

RobbinsUnawareness about the brand.Maintaining the taste of the ice-

cream.

INVOLVEMENT OF 4P’S

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

4P’s

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 areasCollaboration Company can do tie-up with various fast food chains