Marketing Strategy for a new product Impulse Ice-Cream, An ice-cream which is diabetic friendly, gives you energy and because of its packaging,kept out of the refrigerator it takes at least an hour to melt.

3. The Ice Cream Industry
- One of the fastest growing food categories in India.
- Annual growth of 12-15%
- As of 2014 India’s ice-cream market is worth Rs 3,000 cr
“Internationally, ice-cream is treated as a habitual intake. In India, the
category is more aspirational, impulsive and treated as a relief in the
scorching summer months, so it offers immense business potential
that is yet to be tapped.”
- Subhashis Basu, Business Head–Dairy Products,
Mother Dairy Fruit & Vegetable

4. SEGMENTATION
HEALTH CONVENIENCE
INDULGENCE

5. TARGETING
MASS MARKET

6. POSITIONING
HIGH CALORIES
LOW CALORIES
LOWPRICES
HIGHPRICES

7. SWOT ANALYSIS
STRENGTH
• DIABETICS-
FRIENDLY
• TARGET EVERY
UNDER THE SUN
WEAKNESS
• ONLINE
PROMOTION
• ON-FIELD
PROMOTION
• USAGE OF LATEST
TECHNOLOGY
• MAJOR PLAYERS
• LOCAL
MANUFACTURERS
• MILK PRODUCERS
• SUBSTIUTE
PRODUCTS
• INDIAN SWEETS
• LOW PER CAPITA
CONSUMPTION
• HIGH PRICE
• NEW ENTRANT
• DISTRIBUTION
CHALLENGES
• REPLACMENT
POLICY
OPPORTUNITIES THREATS

8. PORTER’S 5 FORCES
Competition Within the Industry
Competition is very intense due to low
differentiation.
Threat of new Entrants
High in the industry
Liberalization and
globalization policies made it
easier for foreign player to
enter the Indian market e.g..
Haagen Dazs and Baskin
Robbins
Bargaining Power of Buyer
Pretty high
Availability of existing substitute
products
Buyer Price sensitivity
Bargaining power of Suppliers
Bargaining power of suppliers is
pretty low as manufacturer can
easily switch to a different
supplier at low cost
Threat of Substitute
Threat of substitute is very high for
ice creams in Indian market due to
its culture of traditional sweets and
desserts.
Some of the substitutes are :
Traditional sweets, Home made
desserts like Halwa and Kheer, Kulfi
or Faludas

9. FOUR P’S
PRODUCT
The product specification including packaging, branding,
quality and identifying the target consumer market.
Our Product IMPULSE Ice Cream, comes in 250 ML. 500 ML
and & 750 ML Packs, which is packed inside the Round
Shaped Packaging Ball.
PLACE
This includes where the product is sold including online
purchasing (type of retailers, shelf location), market
exposure (increasing the consumer awareness about the
product), transportation, distribution, coverage and location.
Our Product wil be Sold at Karjat Initially, and Launch would
be at RUSH4Rush a college business adventure fest.
Gradually we would move to Mumbai and then to the other
parts of country.
PRICE
Penetration pricing , core philosophy of providing ice cream
at a basic, affordable price to appeal the common masses
he Pricing is competitive. For 750 Ml Packs, The Price is
Rs.199. Smaller Packs are available in Rs 49 and Rs.99 also.
PROMOTION
How to promote the product in-store and out-of-store
including advertising, publicity, selling and the
message conveyed. Our Promotion Includes
Advertising Through Online media, through College
Fests, Newspapers and Social Indulgers.

10. PROMOTION

11. ESTIMATED BUDGET PLAN:
PROMOTIONAL COSTS:
• FESTs (all expenses we incurred under fests) = 7,00,000
• Schools (Discount coupons@ 95% off one for Each) = 2,00,000
• Google AdWords ( for C.P.M ) = 1,00,000
TOTAL  10,00,000
ADVERTISING EXPENSES  3,50,000
OTHER MISCELLANEOUS COSTS  1,50,000
Total Budget Required For Marketing & Launching 15,00,000

12. UNIT COST PRICE = Rs.199 ( 750ml )
Selling price (family pack of 750ml) = Rs. 199.00
Less :Variable cost @ 66.67% = Rs. 100.00
Contribution = Rs. 99.00
INVESTMENT PLAN:
• Total investment is 60 lakh Rupees.
• Fixed cost is 33.33% i.e., Rs. 20 lakhs.
• Break Even Sales is 20,210 units
BREAK EVEN ANALYSIS:

13. PRODUCT LIFE CYCLE OF ICE-CREAM
TIME (MONTHS/YEARS)
VOLUMEOFSALES
Product matures – sales are steady
Plateau
Sales
grow
Sales decline
Development
Saturation
0
B.E.sales
Margin
of
Safety
Sales