ARUN ICECREAM

ARUN ICECREAM

BY

NILADRI SAHU

KUSHAL DEY

ASIM MOHANTY

Facts of the company

Arun Icecream was an Ice cream maker & distributor company established by the person named R Chandramogan.

He started with a small premise in busy locality of Madras with which he got succeeded and moved to three fold expansion in just second year of its commencement which was turned out and again resumes to previous old premise.

First ice-cream manufacturing plant was in Madras, second in nearby Kerala and Karnataka in 1991 and third one in five acre land on Red Hill area on the outskirts of Madras city.

The quality of his product to meet the needs of customers thus he captured the market of the hotels.

He identified Pondicherry, Madurai, Kumbakonam, and Sivakasi as the potential market and began advertising in such market to create brand awareness and to establish.

He started selling Ice cream in such area on ad hoc basis but then he gained the market and also the offer from franchisee agent who was keen to invest in the Aruns franchisee, this lead to birth of franchisee market of Arun Ice cream.

STRATEGIES & PLANNING

The key selling point like addressed to outside the locality and focus on 5% market which are general stores, hotel, restaurant, college canteen and social events like wedding parties.

He planned to supply ice cream on ad hoc basis through agent within 4-5 days of the booking.

As milk was the major ingredient in making Ice Cream and during peak season he set up collection centre and also offered to pay high prices

STRENGTHHe was risk taker and very enthusiastic person with strong thinking of doing something . Provide vast variety of product with 30 to 35 different favor ice cream.WEAKNESSHe gave his franchises to relatives and uneducated people.Vast advertisement without proper assessment of financial position OPPORTUNITYThere were lot of variety in product for demand and growth of business .It has cover 60% market so good sign to future growth through set up new plants.THREATSThere are various competitors which are giving their best in grabbing the market share at same price like Vadilal, Kwality.

PROBLEMS

He was applying trial & error method in business.

He had restricted big banner ,elderly, & highly potential franchisees agents to join him as franchisee agent.

The problem arose because of the seasonal demand-supply imbalance in respect of the product and its extremely short shelf life.

Even despite the financial crisis, he continued to increase the numbers of franchisees on one hand and in the variety of ice-cream flavours on the other hand.

ALTERNATIVE

Minimizing expenses over advertising and promotioning the brand can lead to effective utilization of the resources towards a better management of company.

Inviting suggestions from the all over its franchisee agents can lead the company towards a better understanding the needs of the demand of the customers.

Learning from past events and anticipating the future events can lead the company towards excellent grabbing the market share and establishing the increasing numbers of customers in very lean time.

Recruitment of highly trained and technically experienced people.

CONCLUSION

The core of any marketing strategy is understanding the changing needs of customers and the opportunities to shape these needs and Arun effectively understood the needs and formulated the strategies which are stable and long run that could leverage on the companys current strengths.