Simba Ice Creams Pr

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INTRODUCTION TO

PUBLIC RELATIONSSIMBA ICE-CREAMS

ASHWINI R. TOKEKAR

CLARA’S COLLEGE OF COMMERCES.Y.B.M.M ROLL NO. 12

SIMBA ICE-CREAMS is my own fictitious creation of an ice cream brand



INTRODUCTION TO PUBLIC RELATIONS

September 19, 2009

ACKNOWLEDGEMENT

I would like to thank Ms. Kamini for giving me anopportunity to learn about an organization’s publicrelations and also her support and pointers lend tome during the research work.

I would like to thank my classmates for theirextended support and last but not the least specialthanks to the employees of various ice-cream parlorsthat I have visited for research purpose.

Ashwini R. Tokekar

Clara’s College of CommerceS.Y.BMMRoll No. 12

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September 19, 2009

CONTENTS

• Ice Cream Market

• Total market share

• Company Profile

• Market research/Survey

• Description of our product

• Special Features

• Packaging

Promotion and Public Relations

• Marketing Strategy

• S.W.O.T analysis of Simba Ice Cream

The Ice Cream Market

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September 19, 2009

and withdrew two years later. In the absence of anycompetition from MNCs, local players were able tobuild up a strong franchise in respective local areas.

Some of the players built up their market throughexclusive parlors. But in most cases parlor networkalso could not extend beyond local limits.At the beginning of first phase of liberalization,Hindustan Lever (HLL) entered the market throughfrozen dessert route. Frozen desserts (which useedible oil fat instead of milk fat) were technically notreserved for small scale. Amul ice cream,manufactured by the largest milk-producing co-operative was introduced in Mumbai market in 1996,intensifying the competition.Removal of licensing restrictions and investment bynew players in capacity and market expansion isexpected to lead to rapid demand growth in thesector. A 10-12% pa volume growth can be sustainedfor a very long period, say 2-3 decades, due to thefact that current base of consumption is extremely

small.

TOTAL MARKET SHARE

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Others

Kwality Walls 8%

32.46%

Simba

9.11%

Amul Pastonji

23.14% 13.89%

Vadilal

13.40%




September 19, 2009

COMPANY PROFILE

Simba is an organization that was established on 5th

September 1994. It basically manufactures IceCreams right from the commencement of the

business. It has 6 boards of directors namely, MsAshwini Tokekar, Mr. Sagar Vora, Mr. VinithWadekar, Mr. Kaustubh Sawant, Mr. Rohit Pawarand Mr. Sanjay Kapoor. We have started thisorganization with a motive that we will earnfruitful returns and we were successful. Now wewill have to innovate our Products.

Our factory is situated at vasai in Thane district of Maharashtra which is 22 Km away from Mumbai. Thefactory is situated in Vasai because it saves varioustaxes that are levied on Ice Creams. Octroi is alsolevied when the product is transported in Mumbai,but when both are compared, taxes and Octroi duty,Octroi duty is much cheaper. It is a big plant in Vasaithat is fully automated. All the processes relating to

manufacturing are carried at the plant itself. Thereare many products i.e. with many flavours, sizesands prices. Now at the present scenario in Mumbaiwe are saturated i.e. we have covered almost all theparts of Mumbai, Delhi, Chennai, and Kolkata. Now if

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September 19, 2009

we want to continue the good work we will have toinnovate new products.

MARKET RESEARCH/SURVEY

Q1) Do you ever have ice cream?

YES - 93% NO - 7%

Q2) Which company is you acquainted with?

Kwality Walls - 39% Vadilal – 12%

Amul – 29% Pastonji – 11%

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%

20%

40%

yes

yes

no




September 19, 2009

Simba– 9%

Q3) How manytimes do you eat ice cream?

Daily – 4% Every two days - 12%

Weekly - 27% Monthly – 37%

Above 3 months – 20%

Q4) Which ice cream do you have?

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0%

5%

10%

15%

20%

25%

30%

35%

40%

walls vadilal amul pastonji Simb

walls

vadilal

amul

pastonji

Simba

0%

5%

10%

15%

20%

25%

30%

35%40%

aily evy2days

weekly monthly abv3mths

daily

evy 2days

weekly

monthly

abv3mths




September 19, 2009

Sundae – 27% Cornetto – 17% Kulfi – 10%

Feast – 20% Chocobar – 26%

Q5)

Whichflavor do you prefer?

Chocolate – 41% Strawberry - 19%

Vanilla – 21% Butter Scotch – 19%

Q6) Do you like to have it for taste, fun or turnoff the heat?

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0%

5%

0%

5%

0%

5%

0%

sundae cor netto

kulfi feast chcobar

sundae

cornetto

kulfi

feast

chocobar

0%

5%

0%

5%

20%

25%

30%

35%

0%

chocolate strawberr vanill

chocolate

strawberry

vanilla

butter scotch




September 19, 2009

Fun – 23% Taste – 60% Turn off heat – 17%

Q7) Do you like to have it in cup, bowl,stick or cone?

Cup – 20% Bowl – 32%Stick – 23% Cone – 25%

Q8) Does the packing of the ice creaminfluence you to buy it?

Yes – 60% No – 40%

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0%

0%

0%

0%

taste turn o

fun

taste

turn of heat

%

5%

10%

15%

20%

25%

30%

cup bowl stick cone

cup

bowl

stick

cone




September 19, 2009

Market rating of ‘Simba ice-cream’ atvarious outlets and ice cream parlors

Value for Money* Excellent

Product Quality* ExcellentProduct package* Average Taste* DeliciousSmell* OkayHow loyal are you to this brand?* completelyRecommend to potential buyers: yesOverall rating:* * * *

Why Simba Ice Cream?

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%

0%

0%

30%

0%

0%

0%

es n

yes

no




September 19, 2009

“The Best Ice Cream” every year since the concept

was launched. ‘Simba Ice Cream’ firmly believes in

teamwork and active employee relations, and we

practice public relations and a highly visible publicimage as well. Above all, ‘Simba Ice Cream’ has an

unsurpassed commitment to providing quality ice-

cream and service to our patrons. Customer’s

choices from our menu may vary, but quality service

is, and always will be, the primary consideration for a

successful retail business. We provide our franchises

with our unique name and a proven system of doingbusiness.

New aggression policy

As ice cream sector is an ever-growing sector in India

and also one of the few sectors that is least affected

by recession hence it has been seen that ice cream

market has many players which are providing same

range of items to different set of customers. But over

a period of time it has been seen that customer are

bored of having the same flavor of ice cream from

the last many years.

Simba therefore took the initiative to pay heed to

what the customer wants. The customers were

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September 19, 2009

moving towards the unorganized sector for their

choice of flavors, so Simba decided to produce the

flavors, which the customers wanted. So to create arevolution Simba created a new range of ice creams

such as Sundaes.

Description of our product

After a long market survey, Research &Development, we decided to launch a newinnovative ice cream that will be pricesensitive and beneficial to the customers.

This innovative ice cream is “SUNDAE” In our surveywe realized that majority of the people likedchocolate flavor, which accounted for 41% inthe ice cream market.

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Our newly launched “SUNDAE” comprises of CHOCOLATE flavor with inclusion of CHOCO CHIPSand CHOCO SAUCE.

This Yummy Crispy flavour is very much liked bychildren’s and even adults. It’s very tasty and funloving for the ice cream consumers.

The inclusion of Crispy chips and Sauce makes itmore delicious to eat.

Product Composition

• Milk Fat 13.5% to 14.5%

• Sugar 15% Approx.

• Acidity 0.17% to 0.19%

• Protein 3.9% to 4.1%

Calories per 100 ml -196.7 kcal

Our Special Varieties of Sundaes

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Special Feature of SIMBA ICE CREAMS

Various varieties of Ice Cream can be made from the

basic mix by addition of required amount of

permissible colours and flavours. Dry fruits and nutswould be used for making premium varieties of Ice

Cream.

Some of our SIMBA specials

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September 19, 2009

Sundae with vanilla ice-cream and kiwi Bourbon Vanilla

ice-cream sundae

Sundae with raspberry ice-cream Tetons deVenus peach and ice & wafers

cream dessert

Packaging

Ice cream consumers in India are generally childrenor young people. To attract these consumers our

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September 19, 2009

manufacturers try hard to make the packagingattractive. Though outside attractiveness is not veryimportant but the size of the pack and handling

comfort is important.As per our research, we innovated the packagingstyle by supplying the ice cream in differentattractive bowls, plastic containers, etc.

These plastic containers have the logo of the SIMBAICE CREAM.

Bouncer Ball-Vanilla

Strawberry Hearts Cone Ice Cream Cassata

Cup Ice Cream Choco bar Kulfi Family Pack

Pineapple Roll Black Magic Chic Choc Roll Mini Sandwich

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September 19, 2009

Marketing Strategy

1.Developing an extensive and effective retailer’snetwork in Mumbai, Delhi, Chennai, and Kolkata

along with three states of Maharashtra, Goa andRajasthan.2. Also developing an extensive and effective

retailer’s network through franchise in otherstate of India.

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September 19, 2009

3. Appointing Distributors, Wholesale Distributorsand retailers on commission basis has increasedour sales.

4.We keep our sale price very competitive andwork out soft terms and condition for stockistcompare to other giant.

5.Our company under direct supervision of theDairy Technocrats Director who follows a rigidadditional quality control program.

6.Marketing promotional activities for sellers aswell as buyers has been undertaken in allpotential area like Exhibition, Fare, and Foodfestivals, through Railways departmentalCatering services, School Colleges etc.

7. Where our marketing expert’s personal contactswith the customers are there, we exchange theirviews, study the habit of the customer anddistribute free Gift Coupon. We arrange icecream eating competition for them and alsospecial efforts are taken to convince the

customers.8. Online order booking and Home Delivery with

special discount* in selected area is done.9. Contact for Fun-N-Fair, Special events etc.

Targeted Area

It was decided that we will take full advantage of ourIce Cream marketing experience and proximity of Mumbai, Delhi, Chennai and Kolkata along with three

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September 19, 2009

different states Maharashtra, Goa and Karnataka. Inthis manner we will be able to establish an excellentmarketing and distribution network of stockist,

retailers and effective marketers of our product.Efforts have also been made to contact bulkinstitutional buyers, Hotels caterers, Exclusiveparlors, and Fast food corner in the area. With ourcontacts and service given to the buyers it has beeneasy to penetrate this segment of market.Maintaining a high quality standard is to be thehallmark, according to our marketing.

The main reason for selecting the Metro cities is thatwe have large number of potential buyer to cater andalso we have numerous tourist places to visit in thementioned above state where sales of the ice creamcan cope up rapidly.

OUR UPCOMING ICECREAM PARLOURSIN ALL METROCITIES

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September 19, 2009

Segmentation

It refers to which category or classes of people have

been taken into consideration.Basically, our main center of attraction for ourproducts will be small children’s and adults ageingfrom group of 18 years to age group of 58 years.

As ice cream itself is a product where there are norestrictions as far as age limit is concerned. Even oldage people feel free to consume it.

As, in major metropolitan cities fun, taste and joy aremain factors after long day of hard work, our maintargeted market will be this area for ice cream.

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September 19, 2009

Promotion strategy and Public Relations

Promotion strategy is an activity by which a company

can promote its product in the market. With this, acompany can create an awareness of its product inthe market. And public relation is the two waycommunication by maintaining good relations withthe employees, distributors and customers.

Our Motto :

AS CUSTOMERS ARE THE MAIN PLAYERS SO OURMOTTO IS “CUSTOMERS SATISFACTION”

• An introductory offer of Rs 120 for first week willbe implemented.

• The consumer scheme of 30% Free on Purchase

of one litre party pack of Sundae will beimplemented.

• 1 + 1 party pack scheme• Yet another Bumper offer was the scheme of

One Litre Sundae Party Pack Free on purchaseOne Litre Kaju Draksh.

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September 19, 2009

Simba has two critical factors for

promotion

Establishing brand awareness.

Providing high-quality products at reasonable

prices.

The accomplishment and maintenance of these two

tasks has given Simba a competitive advantage in

the premium ice cream market. In order to attract

customers we have build our brand name through

our promotional efforts. Once the customer is in the

door, we must provide our potential customers with

value; otherwise they will walk out without

purchasing our products. At Simba, we not only stop

providing high quality products at reasonable prices;

we also provide the customer with the employees

"ultimate ice cream experience". To achieve this

objective we have hired and trained employees to

understand customer needs, in addition to serving

them in a professional manner.

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September 19, 2009

Advertising

Mobile Vans: Mobiles Vans will be circulated in andaround the cities having advertisement of ourcompany. This van will be distributing free samplesof our product around sch ool sides, college sides,park sides, exhibitions, etc.

Our distribution Vans will also have ouradvertisement displayed on it. This helps in thepromotion of our ice cream.

Hoardings: Big- big hoardings on the roadsides,along the railway sides will be displayed having ouradvertisement on it.

Discount Coupons: This will be given on the pointof purchase to the customers. This couponrepresents on collection of 100 points you get 500mlof sundae free.

Television Ads: Our product will be advertised inthe slaught hours of 8.00 p.m. to 11.00 p.m.

Events: We will like to promote Sundae sponsoringthrough events like occasions, parties, college &school festivals, and seminars, etc.

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Goals and Objectives : Good strategy begins withidentifying your goals and stating your objectives.What are the goals and objectives behind your public

relations strategy and can they be measured andquantified?

Our Main aim for achievement is to satisfy ourcustomers as the customer is considered the king of the market and to provide them with good QualityIce Cream.

Press relations: We communicate news and

information of interest of the public and regardingour organization in the most positive light. (exampleof one of the press releases for an introductory offer on Valentine’s is given on the next page )

Firm communications: We promote a better andmore attractive understanding of the organizationwith internal as well as external communications.

Lobbying: Communicating with key individuals topositively influence legislation and regulation. Hencewe keep a suggestion form at our outlets where ourcustomers can fill the form and can tell their choice.

Internal feedback: We advise decision makers inour organization regarding the public's perceptionand advising actions to be taken to change negative

opinions.

Charity: 1% price of the product will be given ascharity to various charitable organizations

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September 19, 2009

[sample press release of an offer introduced by SIMBA Ice Creams onits letter head]

FOR IMMEDIATE RELEASE CONTACT:Ms.Ashwini Tokekar

+9122 23456321

[email protected]

SIMBA ICE-CREAMS NOW OFFERS NEW ICE CREAM CUPCAKES AS

LIMITED TIME OFFER

Ice Cream Cupcakes now offered nationwide for Rs.300/- for a pack of six

MUMBAI, Maharashtra.– (February 4, 2009) – The new addition to the creamery bandwagon and

fast growing ‘SIMBA ICE-CREAMS’ is adding a twist to the latest popular dessert, creating

premium ice cream cupcakes, sold for a limited time nationwide for just Rs.300/- a pack. Known

as an ice cream innovator, SIMBA is breaking into another category for sweet indulgences with

three signature cupcake Creations. Offered from Feb. 4 – March 31, 2009, these cupcakes are the

sweetest gift for any sweetheart during Valentine’s Day.

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mailto:[email protected]

mailto:[email protected]




September 19, 2009

In recent years the cupcake trend has been sweeping the country with more and more

cupcake specialty shops sprouting in every city.

“These ice cream cupcakes are a perfect new addition to SIMBA’s offerings of indulgent

desserts,” said Ashwini Tokekar, vice president of SIMBA public relations. “We’ve enhancedour menu of deliciously affordable luxuries, while creating a new setting for cupcake lovers

to experience this sweet trend.”

Made in a rich Belgian chocolate shell, the SIMBA ice cream cupcakes are layered with

moist cake, fudge and premium ice cream. Topped with fluffy frosting and an edible

decoration, these cupcakes are true to the SIMBA brand as an innovative and quality

indulgence. The three SIMBA signature cupcakes are Cake Batter Deluxe, Sweet Cream

and Double Chocolate Devotion™. Descriptions of these three cupcakes are below.

• Cake Batter Deluxe: Moist red velvet cake layered with fudge [and] Cake Batter ice

cream in a rich Belgian chocolate shell and topped with pink frosting and rainbow

sprinkles.

• Sweet Cream: Moist yellow cake layered with fudge and Sweet Cream ice cream in

a rich Belgian chocolate shell, finished with Better crème frosting and Duo Mistrals

topping.

• Double Chocolate Devotion: Moist Devil’s Food cake layered with fudge andchocolate ice cream in a rich Belgian chocolate shell and topped with Better crème

frosting.

For a limited time only, these cupcakes can be purchased at any SIMBA Creamery

location nationwide at Rs.300/- for a pack of a half dozen cupcakes. The cupcakes can come

in a single flavor or a variety pack.

Another sweet treat in SIMBA stores, just in time for Valentine’s Day, is the Sweet

Strawberry Romance ice cream cake. Sweet Strawberry Romance puts a new twist on

the traditional SIMBA Signature Cake. Instead of just one ice cream flavor, SIMBA is swirling

Sweet Cream and Strawberry ice cream together in addition to adding

strawberry mix-ins. This ice cream creation is then layered between sheets of moist

yellow cake and finished with pink frosting, crumbled graham cracker pie crust and

chocolate heart toppers. Sweet Strawberry Romance is available from February 4 – 14,

2009 at SIMBA Ice creams locations throughout the country.

SIMBA Ice Creams:SIMBA Ice creams delivers The Ultimate Ice Cream Experience through a community

of franchisees who are passionate about ice cream. The secret recipe for smooth andcreamy ice cream is handcrafted fresh daily in each store, and then customized by

combining a variety of mix-ins on a frozen granite stone. Headquartered in Mumbai,

Maharashtra., SIMBA Ice Cream is one of the fastest growing franchising companies in India.

For more information about SIMBA Ice Creams, visit the brand’s Web site at

www.simbaicecreams.com.

###

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September 19, 2009

Advertising & Public Relations

Ever want to improve the way ads run on TV? Or theradio, the 'net or on billboards? How about helpingmanage the rollout of new products and working toimprove the perception of those products by the

media? If these possibilities interest you, then youcould be well suited to a career in advertising orpublic relations (PR). The core activity is to take aproduct whether it be Snapple or Caterpillar heavymachinery and construct promotional campaigns thatget people excited about the product. On the PR sideyou will help to manage the perception of theproducts. Of course, PR is about much more as well.

PR firms help companies, non-profits andgovernments manage everything from speeches andthe look of brochures to major crises. Sometimes it'shard to tell where PR and advertising are different.

These days, in fact, many organizations in thebusiness refer to themselves as "strategic marketing

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http://www.snapple.com/

http://www.caterpillar.com/

http://www.snapple.com/

http://www.caterpillar.com/




September 19, 2009

communications consultants." Overstretched or not,there's no doubt that this field will continue tochange, offering tremendous opportunities to

someone with an interest in the area.

Public Relations Marketing

Public Relations involve a variety of programs

designed to maintain or enhance a company'simage and the products and services it offers.Successful implementation of an effective publicrelations strategy can be a critical component to amarketing plan.

Similar to the foundational goals of marketing,effective public relations seeks to communicateinformation to:

• Launch new products and services.• Reposition a product or service.

• Create or increase interest in a product,service, or brand.

• Influence specific target groups.

• Defend products or services that havesuffered from negative press or perception.

• Enhance the firm's overall image.

• The result of an effective public relationsstrategy is to generate additional revenuethrough greater awareness and information

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September 19, 2009

for the products and services an organizationoffers.

Public relations (PR) strategy plays a key role inour organization's promotional strategy. We have aplanned approach to leveraging public relationsopportunities, which is just as important asadvertising and sales promotions. Public relationsis one of the most effective methods tocommunicate and relate to the market. It ispowerful and, once things are in motion, it is the

most cost effective of all promotional activities. Insome cases, it is free.

Here's How to Easily Tap into Expert PR Resourcesand Build Name Recognition and Sales.

Since our Simba company wants to harness thepower of public relations, we have purchased, a

professional caliber software product called “JIAN”,that provides ready-to-go press release templates fornewsworthy events such as a meeting, new companynew contract award, new personnel, personnelchange, new product, product upgrade, new retailbusiness, new service business, religious groupappointment, restaurant opening service program,and sports league. The software also provides

worksheets to develop strategic plans, initiatives,and documents, such as case history, companypositioning, company spokespeople, product featuresand benefits, goal setting, media contacts, mediacalendar, meeting agenda, phone pitch script, pitch

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http://www.jian.com/a/206/publicity.html









September 19, 2009

letter, PR planning, product positioning, telephoneinquiry, and tradeshows budget.

Strengths, Weaknesses, Opportunities,Threats

S.W.O.T analysis of Simba Ice Cream

STRENGTHS

• India’s best-known local Brand across allcategories.

• 9.11% market share in the national Ice Creammarket.

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September 19, 2009

• Presence of a well-established distribution anddelivery network for dairy products.

• Penetration pricing strategy –Simba is the price

warrior in the Ice cream market and currentlyhas a very wide range to offer for all pricepoints.

• Customer is most comfortable buying Ice Creamin the Value for Money segment and Simba iswell present in this segment.

• Simba has built up a formidable image as abrand in which generations of consumers haveplaced their trust. This can be used to itsadvantage while introduction of ice creams.

WEAKNESS

• Advertising is low profile, as the results of oursurvey show. Majority of respondents has notheard of Simba ice cream. Kwality Walls, on the

other hand is into heavy advertising andconsequently, is popular.

• A major entry barrier Simba faces is KwalityWalls, Amul heavy presence in the retail marketin Delhi. Walls, Amul is present in 456 outletsout of a total of 610 and Simba would have atough time getting a foothold in the retailmarket.

•

Retailers now demand freezers without having topay any deposit. This is especially true of thoseretailers who already stock one or the other icecream brands.

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September 19, 2009

OPPORTUNITIES

• Delhi, Chennai, etc market is not restricted tomonopoly outlets. There are a significantnumber of retailers who are currently stockingmore than two brands. This is in Simba’s favor,as earlier it had to overcome this problem in theMumbai market.

• There is ample scope in the low priced segmentas also in other categories where consumerspresently are dissatisfied with the quantity being

provided.• Simba has the opportunity to capture the more

evolved young adults and children who are opento new products provided they meet theirexpectations. .

• Distributors are dissatisfied with the margin &customer support services currently beingprovided in the market. This can be used to

Simba’s advantage.

THREATS

• Simba might face threat from the localmanufacturers in the low end of the market.

• The consumers have very well received KwalityWalls, Amul product differentiation strategy andSimba is also pushing up its advertising pitch.

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September 19, 2009

BIBLIOGRAPHY

• www.google.com• www.lycos.com• www.managementparadise.com• www.lycos.com• www.pastonji.com

• Personal visit to Pastonji Ice Cream Ltd andmeeting with the Public Relations manager

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http://www.google.com/

http://www.lycos.com/

http://www.managementparadise.com/


http://www.pastonji.com/

http://www.google.com/


http://www.managementparadise.com/


http://www.pastonji.com/

Simba Ice Creams Pr

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