Ideal ice creams Live Project

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    SCOPE OF STUDY

    This report is prepared in view to receive general idea about the

    working of Ideals in relation to its emergence and also its operation in

    the field of marketing.

    The project also gives an insight into the customer perception and

    preference of novelties provided by Ideals by way of market research.

    COMPANY PROFILE

    Melt in the mouth moments of happiness!

    The philosophy at Ideal Ice Cream is simple. We treat ice-cream like food. We

    select the purest and finest ingredients and then set out to create what has

    become one of the best ice creams money can buy.

    For consistent results, we are careful to see that everything is done in the correct

    way at every stage of manufacturing and it is the reason why the Ideal brand of

    ice cream today enjoys an iconic status when people talk about ice cream not

    just in Mangalore but all over the world.

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    HISTORY

    S. Prabhakar Kamath, the founder of Ideal ice creams started out in business

    dealing in tailoring material and firecrackers. Seasonal fluctuations in those

    businesses got him thinking on a more secure line of business that would be indemand throughout the year. So, he decided to start an ice cream parlour in spite

    of there being fierce competition in the segment.

    Setting out to make the best ice cream possible, he taught himself the art of ice

    cream making and conducted experiments at home, testing his creations on

    enthusiastic neighbours. Three months later he launched Ideal Ice Cream

    Parlour on Market Road in Mangalore on May 1, 1975 with14 flavours.

    In two short years the ice creams that he manufactured so tantalized the taste

    buds of Mangaloreans that people were willing to wait in queue just to get a

    chance to savour the ice cream. With the growing demand, expansion was

    inevitable. Today Ideal Ice Cream has three parlours in Mangalore city, one of

    which is the largest ice cream parlour in the country, and a restaurant and ice

    cream parlour in the Infosys office complex. Ideal Ice Cream is also availablethrough 500 dealers. Its retail network also stretches across coastal Karnataka,

    Kerala and Goa.

    Mr. Kamaths passion for quality has elevated his ice cream brand to an iconic

    status in coastal Karnataka. A must visit place for anyone visiting Mangalore.

    Ideal Ice creams unique recipes now extend to 22 flavours and from them Ideal

    creates about 100 combinations each with a distinctive and indulgent taste that

    makes it a truly outstanding experience.

    Joined by his son Mukund Kamath, the Ideal brand has grown in leaps and

    bounds. Mukund has trained at the Central Food Technology & Research

    Institute in Mysore and also the National Dairy Research Institute of Bangalore.

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    PRODUCTS

    Since the beginning, innovation has been a mainstay of Ideal Ice Cream and the

    famous Ice cream concoction Gadbad bears testimony to this. Ask anyone

    what Ideal Ice Cream is most famous for and you will get the answer Gadbad.So popular is this ice cream dessert that it has now become a generic name and

    imitations of this can be found in almost any ice cream parlour in coastal

    Karnataka.

    PARLOR PRODUCTS

    Ice-cream in Slabs

    Vanilla ,Strawberry ,Kesari ,Pineapple ,Shahi Gulab ,Green Apple Ice Cream ,

    Coffee ,Chocolate ,Butter Scotch ,Crunch ,Chikku,Mango ,Butter Scotch,Ideal

    Fruity ,Chip 'N' Chocolate ,Pista ,Black Currant ,Caramel ,Chocolate Chip

    Premium Ice-cream in Slabs

    Seethaphal,Cassatta ,Kesar Pista ,Roasted Almond ,Anjir Delight ,Litchi

    Special Ice-cream

    Vanilla Ice-Cream with Jelly ,Vanilla Ice-Cream with Hot Carrot Halwa ,Fruit

    Salad, Kesari Falooda ,Royal Falooda ,Chocolate Choconut ,Soda Cream

    ,Chocolate Dad ,Dry Fruit Cocktail ,American Choconut , Litchies with Vanilla

    Ice Cream , Chikku Almond, Gadbad, Bambino ,Sandy Nuts ,Choco Chip,

    Dilkush ,Duet , Jackpot, Parfait, Bee Hive ,Tiramisu ,Banana Split ,Senorita,Cake Ice Cream ,Pabba's Special

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    In recent time Ideal Ice Cream has diversified its product portfolio to include a

    number of retails products. These include Ice Candies, Chocobars, Ice Lollies,

    Choconutz, Ice Cream Cones, Ice Cream Sundaes and cups in a variety of

    flavours.

    RETAIL PRODUCTS

    Ideal Ice Cream available in 50 ml cup & 100 ml cup

    Vanilla, Strawberry, Pineapple, Green Apple, Chikku (Seasonal), Chocolate,

    Ideal Fruity, Pista, Butterscotch, Mango, Black Currant, Seethaphal (Seasonal),

    Anjeer Delight

    Ideal Ice Cream available in pack (500 ml, 1 litre & 4 liters)

    Vanilla, Strawberry, Shahi Gulab, Kesari, Pineapple, Green Apple, Two-in-One

    (Pista & Orange) Three-in-one, Chocolate, Butterscotch Crunch, Chikku

    (Seasonal), Mango, Butterscotch, Ideal Fruity, Pista, Caramel, Chocolate Chip,

    Black Currant, Chip N Chocolate, Choco Blast, Seethaphal (Seasonal),

    Casatta, Anjeer Delight, Roasted Almond, Anjeer Delight, Litchi and Kulfi.

    Ideal Ice Cream available in Container (1 litre & 1.5 liters)

    Vanilla, Strawberry, Shahi Gulab, Kesari, Chocolate, Butterscotch Crunch,

    Chikku ,Mango, Butterscotch, Ideal Fruity, Pista, Chocolate Chip, Black

    Currant, Chip N Chocolate, Choco Blast, Seethaphal, Casatta, Anjeer Delight,

    Roasted Almond, and Anjeer Delight.

    4 liters Family Pack:

    Vanilla, Strawberry, Shahi Gulab, Kesari, Pineapple, Chocolate, Mango,

    Butterscotch, Pista and Black Currant

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    Special Ideal Ice Cream Packs

    TANGO BERRY ,TWISTER ,MUTKA KULFI,MINI SUNDAE ,TRIPPLE

    SUNDAE ,BALL ICE CREAM ,SUNDAE CASSATA,ICE TREAT - Orange,

    Pineapple & Cola ,MILKY TREAT - Chocolate, Mango, Pista &Strawberry,KOOL CANDY - Orange & Pineapple ,ChocoLite - Junior Choco

    Bar ,SURPRISE DOLLY ,CHOCO DREAM - Chocobar ,KULFI CANDY -

    60ml ,ICONE - CONE Vanilla, Butterscotch & Chocolate ,CHOCO NUTZ -

    CHOCOBAR

    Diversification

    Recently, Ideals have diversified into bakery products like puffsand

    bread.

    The main reason for this diversification was when Ideals started

    serving Sandwiches, samosas, cutlets at their parlour they were not

    satisfied with the quality of intermediate products like (bread for

    sandwich) available in the market. Because bread was not of higher

    quality as expected by Ideals, so they started producing their ownbread.

    Ideal ice cream have their manufacturing plant at Kottara chowki,

    Mangalore. This is plant is exclusive for production of ice creams.

    And they have their Bakery on market road near Janatha Bazar,

    Mangalore.

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    MARKETING & PROMOTION

    In the marketing strategy density there will be the definition of the target groupof ideal and later there will be an assessment of the marketing minimum

    variables that the company performs in the market. These variables are product

    policy, pricing policy, promotion policy and distribution policy.

    Target Group

    As ideals provides its customers with a wide range of products, the

    market here is not divided. Ideals target customers are people from all age

    groups; There is no particular target group which ideals concentrates on.

    Product Strategy

    Companies are constantly trying to differentiate the products from the

    competitors. They bring up new flavours , colour, taste etc as reward to

    the loyal customers. When they succeed , competitions may copy theirproducts with new name and taste as a result the competitors advertising

    last only for a short time. Companies therefore need to formulate their

    marketing strategy several times during their product life cycle such as

    during introduction, growth, maturity & decline stage.

    In case of Ideals the same situation is seen. At regular intervals, Ideal

    launches new products into the market with the view to stay one step

    ahead and to face competition from the competitors.

    In consideration with the product strategy Ideals has now launched new

    products in the Kulfi candy in pista flavour, matkas, Mango candy &

    mini sundaes launched in 3 flavors in chocolate, strawberry and black

    current.

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    Pricing Strategy

    Price is the money value of goods and services. The price of products or

    services ie what seller feels worth in terms of money. To buyer it is the

    money value that the buyer pays in anticipation of the expected or offeredutility. It is the link between the buyer and sellers.

    Factor determining the pricing of the product are:

    a) Cost based priceb) Demand based pricec) Competition based priced) Product based price

    Above 4 are the main factors on the basis of which pricing is done.

    There are some products of Ideals where the pricing is done on the

    basis of demand and cost of the product. That is the fast moving like

    Vanilla, chocolate etc are priced on the above criteria

    There are some other products which are seasonal. They are slightly

    highly priced. This type of pricing is called product pricing.

    Another important method of pricing is competition based prices.

    Under this, companys products are priced depending on the prices ofthe competitors products.

    Ideals have product range from Re.1 to over Rs.300 so it is spread

    across the section of society from poor to rich. Its brand section is felt

    to different sections of society.

    On the whole Ideal offers to its customers a wide range of products at

    reasonable prices. Thus it can be said that Ideals is definitely a

    success story in catering and making its products available to the

    different segments of the society.

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    Distribution Strategy

    This is one of the important elements of marketing mix. It is

    concerned with the distribution of products. The primary function of

    this element is to find out appropriate ways through which products

    have to be moved from primary producers to ultimate consumers. The

    success of distribution strategy depends on the efficiency of channels

    of distribution.

    So, as far as Ideals is concerned their main channel of distribution is

    through retailers in order to reach out to as many customers as

    possible and so as to make the product available in all corners of themarket.

    Factory

    Distributors

    Caterers Dealers/Retailers Party orders

    Consumers

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    Promotion Strategy

    Promotion is one of the 4 major variables of marketing mix, the other

    3 being product, price, and place. Basically it is the process of

    marketing communication involving information persuasion and

    influence and to communicate information from the manufacturer to

    the consumer, users and re-sellers. It is not enough if only ideas are

    communicated in the promotion strategy but more importantly iot

    should motivate and convince customers and it should keep the

    customer interested in your product and influence him to keep on

    purchasing the product.

    Promotion can be done through advertising, publicity, personal selling

    and sales promotion. Promotional activities with regard to Ideals are

    extra discount offers and Ideals mainly believe in word of mouth.

    Ideals also carry promotion activities through T.V. advertisement,

    newspaper advertisement, display of glow sign boards etc.

    To the dealers in order to promote the Ideals products they offer

    special incentives yearly particularly to those dealers who keep in

    stock only Ideal Ice Cream.

    There is a scheme where dealer monopoly is given to a retailer who

    stocks only Ideal products by not supplying Ideal products to the rest

    of the retail outlets near the outlet to which monopoly scheme is

    provided.

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    Findings and analysis:

    On the basis of the surve

    MARKET ANALYSIS

    conducted following are the findings

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    CONCLUSION

    A business which has deserved and won a high degree of customer loyalty is

    generally among the first to profit from good times and one of the last to be

    affected by adverse condition. Ideals sees that it satisfies all its customerskeeping in mind their wants and dislikes because it believes in delighting the

    customer, which every business should attain to remain sound, healthy and

    prosperous.

    The problem faced is solved very skilfully and quickly and the strategy of the

    company is to have a proper target group, good quality product, competitive

    pricing and smooth distribution and successful promotional activities.

    They say A mile long journey starts with a small step. Ideals has its small

    step taken by providing great quality ice cream where as the journey continues

    with million smiles every step which continues with the journey.