CRM STRATEGY FOR New LAUNCHED star 96 ICE CREAM

4.  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

5.  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

6.  The Global Ice Cream market covering
53 countries, increased between
2001-2006, growing at an average
annual rate of 2.8%

7.  “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,”

9.  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

10. COLD SLAB CREAMERY

12.  STUDENT
 LOCAL PEOPLE
 COMPULSIVE
 PERSONALITY PEOPLE

13. Customer profile is divided into two parts
3. Children
4. Adults

14. 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

15. 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

17. 4 PS OF MARKETING
 Product
 Price
 Place
 Promotion

18.  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

19. Types of Ice-cream Quantity Price
 Family pack 1.25ltr Rs.130
 Cone 50ml Rs.10
 Cups 50ml Rs.10

20.  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.

21.  Discount coupons
 Free samples of ice cream (in schools
colleges)
 Sponsoring school functions & college
festivals
 Printed t-shirts
 Banners in school, college & corporate
canteens

22.  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.

23.  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.
 Usecustomer 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.

24.  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.

25.  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.

26.  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.

27.  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.

28.  Strength
 Weakness
 Opportunity
 Threat

29.  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

30.  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

31.  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.

32.  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

33. 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.

34.  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