MASOOM’S CAFÉ: FROZEN TOOTH

BRAND MANAGEMENT

Introduction Masoom’s initiated from Lahore The group is primarily known for its

bakery items, few of the specialties include Chocolate Fudge, Butter Scotch, Moca Java, Chocolate Caramel and not to forget, Death by Chocolate.

ISLAMABAD Cafe Xo By Masoom's at f-11 Markaz, Islamabad Masoom's Bistro at DHA/ BAHRIA, business bay road, Islamabad Masoom's Coffee & Bakeshop at Aneeq Plaza, I-8 Markaz, Islamabad Masoom's Bistro at Bahria Heights Phase IV, Islamabad Masoom's at Gun Club Islamabad

LAHORE Masoom's Cafe & Bakers at MM alam road Hafeez Tower, Lahore Masoom's Pan Cake Lounge at DD Block DHA Masoom's Cafe & Bakers at Link Road, Lahore Masoom's Cafe & Bakers at Johar Town, F-Block, Lahore

Product

Marketing Mix: Product Raw Material Imported

from Italy Flavors

Fruitoosa Schoko'kiss Yonice Velluntina Brown Hazelnut Golden Vanilla

Caravella Neutron Superneutro Fruit Almond Blossom Coffee Sprint Mango Cream

Marketing Mix: Place Keeping this segmentation in mind we have taken steps to open its shops

at the following places in Lahore: Masoom's Cafe & Bakers at MM alam road Hafeez Tower, Lahore Masoom's Pan Cake Lounge at DD Block DHA Masoom's Cafe & Bakers at Link Road, Lahore Masoom's Cafe & Bakers at Johar Town, F-Block, Lahore

Since Frozen Tooth is a premium ice cream, it would be readily made available on shopping malls/hotels including: Al Fateh Green Valley Hyper Star Metro Pearl Continental Avari

Marketing Mix: Promotion A pre-launch event of Frozen Tooth at Mall of Lahore

regular customer, brand ambassadors and groups of people would be invited to come and taste the newly launched product and it’s flavors. The invitations would be distributed at all of the Masoom’s outlets in Lahore.

Standees would be place in the hotels like Avari and Pearl Continental where Frozen Tooth ice cream would be made available.

Our vans would be printed with the logo and designing of Masoom’s & Frozen Tooth. Our major target would be to make Frozen Tooth available at all events held at Royal Palm Lahore.

Marketing Mix: Price Since Masoom’s is a premium brand targeting

the upper class of the market, we’ve decided to choose Premium Pricing strategy for upcoming brand Frozen Tooth.

The price of the product line will remain constant within the first 12 months, after that the price would be reviewed in accordance to the factors mentioned in the assumptions.

Marketing Mix: Packaging 1st year

3 Scoops 1 Lt. 2 Lt.

Marketing Mix: Packaging

Distribution AnalysisFactory Vans Masoom’s Café, Malls & Hotels Customers

Our factory is located at Kot Lakhpat Lahore. After converting the raw material into finished product and giving it a proper shape, vans would be loaded to distribute the ice creams.

From there, it would be distributed to all the channels where Frozen Tooth would be made available including: All outlets of Masoom’s Café Hyperstar, Metro, Green Valley etc. Pearl Continental Hotel & Avari Hotel

As a final point, these channels would be selling Frozen Tooth to customers.

Promotion plan Premium brand

Personal Marketing Frozen tooth will also be available at big malls and shopping centers

like Al-fateh, Hyperstar, Metro, Green valley. Radio

30 secs Apna Lahore FM 107.4

Magazines Times Dawn

Blogs

Assumptions For 5 year plan 1st year assumptions

Plant Machinery Raw material Managers and Employees for the plant Refrigerators dispensing and display unit at 3 Masoom’s

outlet Refrigerated vans Means of sales promotion

Assumptions For 5 year plan 2nd year assumptions

In 2nd year we will supply Masoom’s ice-cream to super markets located in different parts of Lahore like HKB, Jalal sons etc. For this purpose we will need More display refrigerators More refrigerated vans Increase in raw material Increase in staff Increase in transportation cost

Assumptions For 5 year plan 3rd year assumptions Launch new flavors and development of masoom’s ice cream

parlor in DHA Building for the ice cream parlor Furniture More and different raw material Refrigerated display and dispensing counters for different flavors of ice

cream Employees for the parlor Unity bills Decorations Taxs

Assumptions For 5 year plan 4th year assumptions Development of 3 more ice cream parlor in major areas of

Lahore like Model town/Garden town, Gulberg town and Mall road. To must this object we will need Permits and licensing Building requirement Furniture of each building More refrigerated display and dispensing units Employees as required at each outlet More raw material Decorations

Assumptions For 5 year plan 5th year assumptions Development of sale outlet at different malls and

development of franchise sale outlet in other parts of Lahore and in some selected parts of Islamabad. Permits and licensing Building requirement Furniture of each building More refrigerated display and dispensing units Employees as required at each outlet Increase in refrigerated vans

Brand Name Selection The first and far most role of branding is the choice of

brand name for a specific product. We could have named our product with brining a

brand name with gelato; but we didn’t because one of our competitors was already using that name.

Frozen Tooth, represents one’s sensation while eating an ice cream. Since gelato is air free fat free ice cream, it freezes your teeth to an extent that ‘the ice-cream goes straight to your head’.

Logo Development

Big Creative Idea Advertisement Pre Launch Event

Mall of Lahore Xinhua Mall

Vans Unique Flavors Events

Brand Identity PrismPhysique

Personality

Culture

Relationships

Customer reflection

Self-image  

FinancialsCost Of Product

Raw Material 185000Packaging 7250Energy 70000Labor 456000Rent 30000Promotion 50000Transportation 50000Refregrators 250000Total 1098250

per cup 366.08

Annual Sales Revenue

No of cups sold in one year Sale Price Per unit Total Sales Revenue

108,000 400 43200000

Cost Of Goods Sold ( Annually)

Number of cups sold Cost per unit COGS

108,000 211.67 22860360

Price Plan For 5 years

Sales Price of ist Year 400 Percentage Change in s.p

Sales Price of 2nd Year 480 20.00%

Sales Price of 3rd Year 528 20.00%

Sales Price of 4th Year 580.8 20.00%

Sales Price of 5th Year 638.88 20.00%

Cost Plan for 5 years

Cost price of First Year 366.0833333 Percentage Change in C.P

Cost price of First Year 402.6916667 10.00%

Cost price of First Year 442.9608333 10.00%

Cost price of First Year 487.2569167 10.00%

Cost price of First Year 535.9826083 10.00%

Breakeven AnalysisSelling Price Per Unit 400Fixed Cost 10,272,000 Variable Cost Per unitRaw Material 185Packaging 7.25Promotion 5.5555556Total 197.80556

BreakEven Point

Total Fixed Cost 10,272,000Selling Price 400Variable Cost 197.80556

Break Even Units 50,803Break even (Months) 6

Conclusion Breakeven in 6 months Future plans

Break Even Point

Selling Price Per Unit 400Fixed Cost 10,272,000 Variable Cost Per unitRaw Material 185Packaging 7.25Promotion 5.5555556Total 197.80556

BreakEven Point

Total Fixed Cost 10,272,000Selling Price 400Variable Cost 197.80556

Break Even Units 50,803Break even (Months) 6