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MARKET ANALYSIS REPORT

ON
ICE CREAM INDUSTRY

SUBMITTED BY
KANISHKA MEHROTRA
CLASS XII E

CONTENTS

S. No. Title
1

Ice cream industry overview

Market & key competitions Analysis

Product selection and attributes

Product range, features, USP, tag line

Government & regulatory compliances

Product manufacture, logo, label, packing

Product, transportation, storage, distribution

Marketing plan, pricing, product placement

Product promotion, wholesalers, retailer

10

Cost effective marketing schemes & strategies

11

Conclusion

12

Reference

Ice Cream Industry Profile in India:

Page No.

The ice cream industry in India is in many ways, reflective of the overall population
distribution. The countrys population is primarily rural with approximately 65% of the
population living in villages with a population of less than 5,000; this means there are
well over 150,000 villages with a combined population in excess of 650 million. This
has contributed to a highly fragmented industry that by many estimates has over
70,000 ice cream entities. Many of these are single family operations where the
product is made either in the home or in very small factories and sold on the streets.
The 350 million remaining people are concentrated in the cities where the industry is
reasonably concentrated in the hands of a few international and domestic firms. It is
estimated that only 30% of the entire market is organized and the industry meets
the classic definition of a fragmented industry, that is, one where there is an absence
of market leaders with the power to shape industry events. Ice cream or ice-cream is a
frozen dessert usually made from dairy products, such as milk and cream, and often
combined with fruits or other ingredients and flavours. Most varieties contain sugar,
although some are made with other sweeteners. In some cases, artificial flavourings
and colorings are used in addition to (or in replacement of) the natural ingredients.
This mixture is stirred slowly while cooling to prevent large ice crystals from forming;
the result is a smoothly textured ice cream.

Organized Ice cream Industry in India


When looked at closely, about half the organized market is dominated by dairy giants
like Amul (ice cream biz contributes only 5% to its turnover) & Mother dairy, adding
another 22% for the regional players. Between Vadilal, Kwality walls, Cream bell and a
handful of premium brands theres about 40% of the cone. Our organized ice-cream
industry is worth about only Rs. 1800 crores in India & is growing at 15%.

Market competitions shares:


One of the top reasons for Amul (38% market share) being market leader is that
distribution/reach defines sales. It is an area of work for pure play ice cream
companies. Indias largest FMCG company, HUL, Kwality Walls (14%) cannot hide
behind the reach and therefore is 2nd largest player followed by Vadilal (12%), Mother
Dairy (8%) & Cream Bell (6%)

Market SWOT Analysis:

(Strength, Weakness, Opportunities &

Threats)
An ice cream is a refrigerated product and therefore has limited shelf life
Orange bar, Mango Dolly, Choco bar, Kesar kulfi, Cornetto, Feast, Cassata are
90% of the time a consumer asks for these flavors.
Ice cream majors however have been focusing on reach, pricing & impulse buy
only
In the last 15 years not much has been done to create brands or promote new
offerings
Kwality Walls
Parent Company

HUL

Category

Food Product

Sector

Food Products

Tagline/ Slogan

A treat for every occasion

USP

Lots of varieties like Cornetto, Feast


STP

Segment

Quality conscious children and adults

Target Group

Kids and youth

Positioning

An ice-cream to celebrate happy moments in life


SWOT Analysis
1. Strong brand name

Strength

2.Excellent advertising and visibility


3.Good product distribution and availability
4.Lots of flavors and varieties available

Weakness
Opportunity

1. Food products have a limited shelf life


1.Better and newer flavors

Threats

1.Threat from existing ice-cream brands


2.Local Kulfis
Amul Ice Cream

Parent Company

Amul

Category

Ice Cream

Sector

Food Products

Tagline/ Slogan

Real Milk Real Ice-cream

USP

Premium Ice Cream made in various varieties and


flavors with dry fruits and nuts
STP

Segment

Quality conscious children and adults

Target Group

Kids and youth

Positioning

India's No.1 Ice cream


SWOT Analysis
1. Good product range include various flavors,
party packs, sticks, cones etc
2. Good quality and packaging, and good
advertising

Strength

3. Amul is one of the most respected top-of-themind brands


4. Also launched probiotic and sugarfree
icecreams
5. Offers over 200 products across India

Weakness

1. Growing competition form international and


other brands means limited market share
2. Limited international presence as compared to
leading global brands
1. High End ice-cream to tap the higher income
group also

Opportunity

2. Tie-up with food chains, restaurants


3. Mobile vans for better visibility
1. Kulfi in rural markets

Threats

2. Local ice creams and sweet dishes


3. Health conscious people refraining from sweets

Vadilal Icecream
Parent Company

Vadilal

Category

Food processing and products

Sector

Food and Beverages

Tagline/ Slogan

Happiness kaSwaad
Purely vegetarian with many options for the
customers

USP

STP
Segment
Target Group

Icecream for Quality conscious kids and adults


Kids and youth from the urban middle and upper
middle class

Positioning

A purely vegetarian dessert

Strength

Weakness

Opportunity

Threats

SWOT Analysis
1. It has world class manufacturing facilities
providing excellent quality
2. Huge brand name locally in Gujarat providing a
good base to expand
3. Has good reputation and experience for being
in the industry for over 40 years
4. Huge variety in flavors of ice creams and
candies
5. Good brand recall and a lot of variety to choose
from
1. Less visibility and market share across the
country because of major players in the industry
2.Stronger competition stifling its growth
3. Brand visibility lower than other major players
1. Improve distribution network across India and
gain market share
2. Venture into other dairy products so as to
compete with other brands
1. Threat from the existing competitors as well as
local ice cream brands
2.Most people are not really brand conscious, so
loyalty might be an issue

My product features, attributes, range & USP


As a new entrant, we have to create new innovative products to differentiate from
conventional markets

Branded Products for Market leadership


Niche brands for identification and demand creation of every flavour
India having highest number of diabetic patients, we shall make diabetic friendly
ice creams
We shall make smoother & fat free ice creams, cholesterol free and trans fats
free for healthy heart.
We shall make purely vegetarian products to capture all markets

Products for all age groups and demographic areas

We shall make over 50 flavors for children rather than conventional orange,
mango, choco, strawberry flavors. Our display board shall be as follows:

Low Cholesterol and fat free products for adults and seniors
Mass Brand Products for rural as well as urban markets

Great USP for product range


Since our products would be designed for all age groups, for both rural as well as
urban markets and also being fat free and low on cholesterol, we shall have a typical
USP for our products that will associate it with these attributes.
Our USP shall be
TASTY BHI..HEALTHY BHI.SABKE LIYEICE
CREAM !!!
Our slogan shall be

I scream, you scream, we all scream for ice cream!


Come to your very own customized ice cream
parlor

Various Stages Involved in Product Marketing


Product
Conceptulization

Product storage &


distribution

Product marketing
& sale

Market Survey &


Customer Needs

Product
Development

Product Packing,
Transportation

Market feedback

Product
Manufacture

Product
Development

Government, regulatory & voluntary compliances


standards
There are certain specific regulatory compliances for manufacture and marketing of
any product
These pertain to license as well as certifications
Key requirements consist of
Approved plan lay out for manufacturing, testing, packaging, transportation,
storage & distribution
Government approved location, construction, plant machinery and equipments
Compliance to international food grade certifications during each of the above
steps
Stringent quality control and environment like HACCP (Hazard analysis and critical
control points)

Total Productivity Management (TPM)& ISO (International Organization for Standardization)


certifications, ISO 14001 (Environmental Management), ISO 18001 OHSAS ( The
Occupational Health and Safety Advisory Services)

Product manufacture, logo, label, packing

Our ice creams shall boast of world class standards in area of product quality.
Every batch of ingredient goes through a stringent quality control before taken
for production.
The quality standards are in consonance with international norms, and no effort
is spared to ensure world class product reaches the hands of the end users.
Our Plants are ISO 9001:2008 & ISO 22000:2005 and HACCP Certified.
Our packaging shall be as per ISI and FDA standards for best hygiene

Yo Yo Ice Cream Manufacturing Plant

Ice Cream Logo

Key Products & Packaging Designs

Yo Yo Cornetto

Yo Yo Ice Cream Cup

Yo Yo Chocolate Cup
Vending

Yo Yo Ice Cream Candy

Yo Yo Yogurt Cup

Yo Yo Ice Cream

Yo Yo Strawberry

Yo Yo Choco Yogurt

Marketing Plans

Marketing shall be done thru whole sellers as well as retailers


Whole sellers shall be appointed for each district who will supply to small
retailers
Exclusive Ice cream parlors shall be opened in large shopping complexes
On the outskirts of towns, vending machines shall be installed similar to bank
ATMs
Each sale outlet shall have product display with prices and product weight
In urban cities, exclusive store shall be opened with proper seating plan where
ice creams shall be served on the table

Yo Yo Ice Cream Parlor


Display

Yo Yo Product

Yo Yo Ice Creams - Exclusive Store with proper


seating plan
Product Promotion

Free scoops shall be given to customers for tasting and decision making.
Free replacement when children dropped their ice-cream.
Children under 13, registered with the school ID will receive free ice creams on
their birthdays.
Promotional campaign shall be run on television every alternate month for 1
year
Company will Associate with social causes by holding an Annual free scoop
night
A tie up with a market leader in soft drinks or fast food chain can also be
considered
Created positive image of the company as socially responsible organization.
All packaging shall be food grade suitable for children of all ages
Free home deliveries shall be opened up after 6 months of product launch
Online order booking web store shall be opened after 1 year. Orders for a
minimum of Rs 200 shall be delivered free of delivery charge

Product Pricing
The products shall be fairly priced with complete transparency to business associates
like
Customers
Whole seller

Retailer
Franchisee
Profits shall be shared with business associates and surplus if any shall be used
for new product development and their test marketing
1% of profit shall be shared with a recognized charitable institution of repute

Product transportation & storage


Ice creams being frozen food product, have to be invariably manufactured at freezing
temperatures, this also applies to product transportation in refrigerated vehicles and
stored under refrigerated conditions until finally sold.
All operations related to product handling must conform to food grade standards like
ISI (Indian Standard) or FDA (Food & Drug Administration USA)

Conclusion:

Ice cream markets in India are quite different than western world.
Not much focus has been made on rigorous marketing & sales promotion.
There have been deficiencies in branding there are no super brands in this
segment.
The product having short shelf life needs extensive care during manufacture,
packing, transportation under refrigeration, storage and quick turnover being a
food product.

References:
ISO Standards
HACCP Standards
OHSAS Standards

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