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This document proposes expanding the ice cream brand Sweet Tooth through a student project. Sweet Tooth was founded in 2011 and is known for fresh ice cream and desserts in Lahore. The project would involve conducting a business analysis, exploring growth opportunities, performing a competitive analysis, defining target customers, and developing marketing and business plans to franchise the brand and sell packaged ice cream in stores. The document outlines the project objectives and deliverables as well as the skills needed and advantages of undertaking this project.
This document proposes expanding the ice cream brand Sweet Tooth through a student project. Sweet Tooth was founded in 2011 and is known for fresh ice cream and desserts in Lahore. The project would involve conducting a business analysis, exploring growth opportunities, performing a competitive analysis, defining target customers, and developing marketing and business plans to franchise the brand and sell packaged ice cream in stores. The document outlines the project objectives and deliverables as well as the skills needed and advantages of undertaking this project.
This document proposes expanding the ice cream brand Sweet Tooth through a student project. Sweet Tooth was founded in 2011 and is known for fresh ice cream and desserts in Lahore. The project would involve conducting a business analysis, exploring growth opportunities, performing a competitive analysis, defining target customers, and developing marketing and business plans to franchise the brand and sell packaged ice cream in stores. The document outlines the project objectives and deliverables as well as the skills needed and advantages of undertaking this project.
ABSTRACT This document gives a brief introduction to the project proposal of Sweet Tooth. This project proposal will be used to decide if we want to consider Sweet Tooth for our Final Year Project. Saad Sahil MBA Final Year Project
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Sweet Tooth A WHOLE NEW ICE-CREAM CULTURE Project: Expansion of Sweet Tooth
The Company
Sweet Tooth is an ice-cream/dessert brand which we started in 2011. Since then Sweet Tooth has been able to establish a brand and is known for its freshly made live ice-cream and desserts. It is located in a prominent location in DHA, Lahore which is near to LUMS and H- Block.
The Project
Project objectives provided by Sweet Tooth: 1. Develop a franchising model 2. Product standardization 3. Developing an assembly line for our packaged brand, which we are planning to retail at the leading grocery stores 4. Other Expansion possibilities 5. Marketing research on existing competitors 6. Pricing technique 7. And how should we promote it 8. Recognizing the target market and ways to reach them.
Actual Project objectives: 1. Business Analysis (SWOT, PESTLE, Value Chain, Supply Chain, etc.) 2. Growth and Expansion opportunities (Geographic vs Product Line) 3. Competitive Analysis 4. Targeting, Segmentation and Consumer Analysis 5. Pricing Strategy 6. Marketing Strategy
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The Deliverables 1. Business Plan (Objective 1, 2 & 3) 2. Marketing Plan (Objective (4, 5 & 6)
Skills required for the project
Subject Group Member Expertise Finance Marketing Supply Chain Human Resources Production/Process design Quality Control
Ten Advantages of this project
1. Near LUMS. Can be visited repeatedly. 2. Free Ice-Cream (hopefully)! 3. Comprehensive project which completes the requirements of LUMS. 4. Interesting project which will utilize the skills of all the members. 5. Farrah Arif can be interested due to the consumer behavior elements. 6. The company has potential and our inputs will be valued. 7. Will look good on our CVs if expansion is actually implemented. 8. The product is actually good and this should be promoted. 9. Ice-cream is good! We can go there for dessert any time we want. 10. It is an SME business and can give us various entrepreneurial insights if we want to pursue our own business.
Possible Disadvantages of this project 1. Can already be taken. 2. Will require a lot of hard work.