BUSINESS PLAN

Sweet Heart Ice Cream

Parlor
Dumdum
Kolkata, pin-700074
033-25658672 (T) – 033 –254535684 (F)

Prepared By:

Sandip Nandy (T062)

Submitted To:
Prof. Chitresh Commer
 Company Overview:
Name: “Sweet Heart” The Healthy Ice Cream
Parlor
Date of Launch: 20th September 2010
Owners:
Sandip Nandy, Biraj Deb , Sukanta Biswas,
Shrabony Banerjee , SORABH KR. HAZRA,
Onkar Nath Prasad, Murli Manohar Verma,
Ashok Singh Gautam, Abhik Chakraborty,
Portia Majumder.

Product: Sugar free and Fat free healthy Ice

Creams.
Health conscious desert.
Proposed Flavors: World famous Vanilla,
Chocolate, Strawberry, Butter Pecan and 20 different
mouth watering flavors.
Project: Manufacturing and selling of healthy
sugar free
and fat free Ice Creams. Specially made for health
conscious and sweet tooth people.
Head of department/ management:
Finance Biraj Deb
Public Relation Shrabony Banerjee
Marketing & Sandip Nandy
Promotion
Product Testing Abhik chakraborty
Human Resources
Outlet manager SOURABH KR. HAZRA:

Investments:
Total capital investment required:7 crore
Borrowed capital (loan from IDBI bank):3 crore
@8% for 35 years
Total partners investment:4 crore
Each partners capital:40 lakhs
All the ten owners and administrators of Sweet
Heart
Ltd. will be equal partners and the profits sharing
ratio
between them will be equal.

Introduction
Founded in Kolkata Sweet Heart Ltd.. company is setting
up an Ice Cream manufacturing and selling parlor. The
project will have great significance in the present day
context of increasing weight and illness among the youth
as well as adults due to increasing fat and sugar intake
due to increasing content of sweetener in the Ice Creams
and juices.
The manufacturing of all types of ice creams will
be done at its production site and then will be transported
to its parlors established in the heart of the city. Sweet
Heart Ltd.. is entering the
West Bengal market with an aim of establishing its brand
as a necessity of the buyers. The company will follow a
strategic positioning approach for the target market.
Sweet Heart Ltd.. has kept into account the income and
behavioral factor of the buyers while designing the
products. It is important for the company to understand
the consumer behaviour before it goes into such a market.
The consumer for the first time will have a premium
product which is eco-friendly, healthy and affordable.

Business strategy
Our business strategy will include the determination
of the most
beneficial product market in term of establishing itself in
this new
product segment. The most important factor for the
success of Sweet Heart Ltd. brand is the perception of
the consumer and to what extent it can build a positive
image in the consumer’s mind. The
intensity of the business environment, the sustainable
competitive advantage of a quality product will give it a
strong base to build the market.
It is important for us to adopt a different strategy for the
West Bengal
market since it is composed of quality buyers as well as
those
who will buy for their family. Thus, we shall introduce
some new
strategies so as to establish our self in the West Bengal
market and
develop a strong customer base.
VISION STATEMENT

In five years, Sweet Heart Ice Cream Parlor will be

established in Dumdum known throughout the kolkata,
and expansion plans will be developed for company
owned and franchise locations in other cities.
VISION TRIGGER

The main vision trigger will be the catchy slogan:

“Sweet Heart - - good for you!” The vision trigger will
emphasize the premium quality of its products as well as
representing that everything about the business will be
good for its customers. This will include fast service,
healthy, premium quality foods, and a selection broad
enough to meet the needs of individual customers.

MISSION STATEMENT

Sweet Heart Ice Cream Parlor’s mission is presented below:

We, the employees and management of Sweet
Heart Ice Cream Parlor, make this pledge to you, our
valued customers:
We pledge that we will serve healthy and tasty
Ice cream in a prompt and friendly manner.
We pledge that we will be good community
citizens, respectful of the environment, and friendly
neighbors to the surrounding businesses.
 We pledge that we will always present a positive
public image and make our establishment one that you
can visit with safety and peace of mind.
We pledge that we will be responsive to your
suggestions and concerns.
If we do not keep our pledge of satisfaction, you
do not pay!
The Model used for preparing the marketing strategy
by Sweet Heart Ltd. in the West Bengal Market

• Product Range
• Growth Vector
• Internal Analysis
• External Analysis
• Competitors Analysis
• Environment Analysis
• Marketing Strategies
• Future Plans
• Financial Analysis
• Conclusion

GROWTH VECTOR

The first growth vector will involves gaining penetration

with the
existing product-market Sweet Heart Ltd. will attempt to
attract
customers from competitors through its strategic
positioning and
will establish strong brand equity.
The second growth vector will involves product expansion
while
staying in the current market. Sweet Heart Ltd. will then
offer a new
product. It will be aimed not only for the existing market
but also
for the price conscious segment.
The third growth vector will apply the same products to
the new
markets.
The fourth growth vector will be to diversify into new
product
markets. We shall concentrate on the second growth
vector and
study the strategy with respect to the Ice Cream market.

Internal analysis

According to the recent studies, most of the newly

launched product or services fail due to improper analysis
of their internal and external needs.
A company should most effectively and efficiently take
care
of all the internal matters and needs.
Since internal analysis is so use full and the life cycle as
well
as pricing is totally depended upon this analysis, Sweet
Heart Ltd.. has taken proper and fully effective steps in
analyzing all the need
and requirements of the company.
During internal analysis the promoter should take care of
the following things:
• Raw material requirement
• Power supply
• Labour requirement
• Working force
• Capital
• Working capital
• Internal rules and regulations
• Proper management
• Proper material handling
External analysis

Customer analysis
The West Bengal market with its vast size and demand
base offers great opportunities to marketers. Two-thirds of
countries consumers live in rural areas and almost one
fifth of the national income is generated here. It is only
natural that rural markets form an important part of the
total market of India though the urban market is
increasing
drastically. Our state is classified in 8 district, and
approximately 1000 villages, which can be sorted in
different parameters such as literacy levels, accessibility,
income levels, penetration, distances from nearest towns,
etc.The rural bazaar is booming beyond everyone's
expectation. This has been primarily attributed to a spurt
in the purchasing capacity of farmers now enjoying an
increasing marketable surplus of farm produce. The high
incomes combined with low cost of living in the villages
have meant more money to spend.
And with the market providing those options, trends and
tastes
are also changing.Thus Sweet Heart Ltd.. has decided to
enter this market with the basic idea of tapping the upper
middle class which had established itself as a huge tapped
market in the perception of a lot of national and
multinational players who were then trying forages
into the West Bengal market.
Competitors analysis
NEED OF COMPARISION
Á Consumer Mindset The consumers always have a
different loyalty status for different brands. Sometimes
they buy some brand due to the price or sometimes due
to the features. Studying the consumer’s mindset is of
vital importance as perception of individuals at the buying
stage of various brands is unpredictable and ever
changing.
Á Market Share of the players in the two wheeler auto
market needs to be studied to know which company is in
the booming stage and which company is in its closure
stage. Also the advertisement and promotional share
needs to be studied. Thus, market share helps us know
the current market leader and market follower so that our
company can develop an efficient marketing strategy for
its product range after analyzing the current market
player’s position.
Major Competitors of the Company
• Amul
• Mother Dairy
• Kwality Walls
 • Vadilal

Market Share of Various Ice Cream Companies in

West Bengal

Market Share

10%
Amul
9%
37% Kwality Wall's
Mother Dairy
12% Cream bell
Vadilal
15% Others
17%

Environment analysis

High initial launch cost

There is a large front-ended investment made in new
products
including cost of product development, market research,
test
marketing and most importantly its launch. To create
awareness
and develop franchise for a new brand requires enormous
initial
expenditure is required on launch advertisements, free
samples
and product promotions. Launch costs are as high as 50-
100% of
revenue in the first year and these costs progressively
reduce as
the brand matures, gains consumer acceptance and
turnover
rises. For established brands, advertisement expenditure
varies
from 5 - 12% depending on the categories. It is common
to give
occasional push by re-launches, which involves
repositioning of
brands with sizable marketing support.
Market research
Customers purchase decisions are based on perceptions
about
brands. They also keep on changing with fashion, income
and
changes in lifestyle. Unlike industrial products, it is difficult
to
differentiate products on technical or functional grounds.
With
increasing competition, companies spend enormous sums
on
product launches. Market research and test marketing
become
inevitable. The business rests on the two aspects that are
brand
equity and distribution network.
Marketing driven
In relative terms, marketing function has greater
importance in
the Ice Cream industry. The players have to reach out to
mass
population and compete with several other brands. The
perceived
differences are greater than the real differences in the
product.
Brand equity
Brand equity refers to the intangible asset in the form of
brand
names. The consumer's loyalty for a particular brand is
due to the
perception that the product has distinctively superior and
consistent quality, satisfies his/ her specific needs and
provides
better value for money than other competing brands. A
successful
brand generates strong cash flow which enables the
owner of the
brand to reinvest a part of it in the form of aggressive
advertisement/ promotion to reinforce the perceived
superiority of
the brand. The worth of a brand is manifested in the
consumer's
insistence on a particular brand or willingness to pay a
price
premium for the preferred brand.
Distribution network
In this sector, one of the most critical success factors is
the ability
to build, develop, and maintain a robust distribution
network.
Availability near the customer is vital for wider penetration
as
most products are high value products. It takes enormous
time
and effort to build a chain of stockiest, retailers; dealers
etc and
establish their loyalties. There are entry barriers for a new
entrant
as a new product is typically slow moving and has lesser
consumer demand. Therefore dealers/ retailers are
reluctant to
allocate resources and time. Established players use their
clout to
inhibit new entrants. However, when a product offers a
strong
breakthrough, equity build up rapidly and so does the
distribution
network.
The major problems faced while
marketing in
the West bengal market:
1.Underdeveloped People and
Underdeveloped
Markets:
The number of people below poverty line has not
decreased in
any appreciable manner. Thus underdeveloped people and
consequently underdeveloped market by and large
characterize the Indian markets.
2.Many Languages :
The number of languages vary widely from state to
state, region to region and probably from district to
district. The
messages have to be delivered in the local languages.
Even though the numbers of recognized languages are
only 3(Bengali,English,Hindi).
3. Prevalence of spurious brands and
seasonal
demand: -
For any branded product there are a multitude of ‘local
variants’, which are cheaper, and, therefore, more
desirable to
mass.
4.Different way of thinking: -
There is a vast difference in the lifestyles of the people.
The
kind of choices of brands that an urban customer enjoys is
different from the choices available to the rural customer.
The
rural customer usually has 2 or 3 brands to choose from
whereas the urban one has multiple choices. The
difference is
also in the way of thinking. The rural customer has a fairly
simple thinking as compared to the urban counterpart.
Marketing strategy
The differentiation concept is to make the product
different from those of its competitor. When we look at the
Indian Ice Cream market we see that the leader’s naturals
have constantly maintained its market
leadership by constantly differentiating on the basis of
new
flavors. And coming up with line extensions with regular
frequency. The only alternative for Sweet Heart Ltd. to
survive in this industry will be to differentiate itself. This
differentiation could be on the basis of the marketing mix.
(Product, Price, Promotion, Place) Thus, as per
the different factors of marketing mix 4 Different
strategies are
made to market in the developing cities in India.

Target market
“Sweet Heart ” – the healthy ice cream parlor
offers a wide
range of sugar free and fat free ice creams. The ice
creams are specially made keeping in mind all the
health
conscious people as well as youth and people who
suffer
from illness like diabetes.
Sweet Heart is a healthy ice cream parlor which
targets the
higher middle class and rich class of the society.
Due to the variety of flavors and the specialty of
being
sugar free and fat free makes the Sweet Heart Ice
Creams
more popular among the fitness and health
conscious
people.
Sweet Heart targets the market where people are
ready to
buy healthy junk food due to their taste buds and
the fact
that Sweet Heart Ice Creams are totally fat free
and sugar free with the same original taste.
Hence Sweet Heart Ice Creams targets the market
where
people from age group 1 year to 80 years can
enjoy their
favorite ice cream keeping in mind health
conscious
people, diabetic people, young people, etc…
Segmentation variables
Several variables differentiate consumers who prefer
different
kinds of Desserts, such as frequency of consumption, price
sensitivity, relative importance of calories vs. taste,
consumption occasion (at home, at work, at a social event,
during recreation or at a restaurant), and desired serving
size. The two most important
variables are probably price sensitivity and the taste-
calorie tradeoff.
The reason that price sensitivity is especially important is
that
some consumers will pay high prices for a product of high
quality.
Therefore, one might be able to make large margins
selling to that
market. On the other hand, there is a large market that
will not
buy desserts that are priced too high; therefore, some of
the
manufacturers will want to provide value-priced frozen
desserts
that may sacrifice quality somewhat. Consumers today
tend to be
increasingly health conscious, and many will therefore
want to
limit the amount of calories in the desserts they consume.
On the
other hand, desserts are consumed for pleasure, and other
consumers are unwilling to sacrifice the taste provided by
calorie rich
desserts. There are also certain people who have high
metabolisms or engage in strenuous activity, leaving them
with
less worry about weight gain. Frequent or “heavy” users of
frozen
desserts would a great target, but this group is not readily
identifiable and reachable—these consumers are not likely
to
have distinct media habits or to frequent particular stores,
for
example. Serving size preference is an important issue,
but is
addressed already to some extent by price sensitivity.

Swot analysis
Strengths:
• Less fixed cost required
• Healthy
• No side effects
• Less consumption of sugar
• Less consumption of fats
• Reduces chances of illness like diabetes
• Useful for health conscious people
• Tasty with health
• Variety
• Eco-friendly
Weaknesses:
• Slightly high in price due to use of special products
Opportunities:
• Introduction of new flavors
• Easy in achieving break even point
• Prices can be reduced in short run
Threats:
• Lot of competition from existing Ice Cream parlors
offering sugar free ice creams

Marketing mix
product
Sweet Heart Ltd. introduces Sweet Heart Ice Creams –
The Healthy Ice Cream Parlor which brings to you a new
generation of ice creams.
There are many choices in today’s ice cream case to suit a
wide variety of consumers taste. There is plenty of
information on food labels, but what does it really mean?
Where Sweet Heart does stands??
Ice cream is a frozen food made from a mixture of dairy
products, containing at least 10% milk fat.
"Reduced fat" ice cream contains at least 25% less total
fat than the referenced product (either an average of
leading brands, or the company's own brand.)
"Light" ice cream contains at least 50% less total fat or
33% fewer calories than the referenced product (the
average of leading regional or national brands.)
"Low fat" ice cream contains a maximum of 3 grams of
total fat per serving
"Nonfat" ice cream contains less than 0.5 grams of total
fat per serving.
Flavor percent preferring
1. Vanilla, 29%
2. Chocolate, 8.9%
3. Butter Pecan, 5.3%
4. Strawberry, 5.3%
Introduction of new product in the market
• Completely fat free ice cream
• 98.99% sugar free ice cream
• Eco-friendly
• Healthy
• Zero side effects
• Ice creams for all age groups
• Total health conscious product
• Blend to suite the taste buds with health in mind
• Variety of flavors for the first time in sugar free
and
fat free concept
• More than 20 different flavors to choose from

place
Sweet Heart Ltd… will be establishing its
marketing
throughout Kolkata. Sweet Heart ice creams being
an entirely new product in the market will initially
operate only in
Kolkata till further expansion.
Sweet Heart ice creams being fat free and sugar
free requires some extra integrants and products
which increases the cost of the ice cream by 15 –
20 %. The segmentation of
Sweet Heart ice creams is done on the basics of
“Demographic segmentation” and “psychographic
segmentation”.
Keeping this segmentation in mind the
management has
taken steps to open its shops at the following
places in
Kolkata:
• Jodhpur park
• Bi-pass
• Kadamtala
• South-city mall
• Big-bazar, Esplanade
The main production of all the products will be
done at
the main unit based at “Dumdum” and then will be
transported to all its shops at different places all
over Kolkata.
Facility of location:
1)Availability of Raw materials: Raw materials i.e.,
Pure Water, dairy products, Flavor and all essentials material
of Ice Cream are easily available with best quality and
cheaper rate.
(2)Population: The selected area must be populated and
most
of the people are young generation.
(3) Poverty level: People in that selected area have enough
money to consume Ice cream.
TABLE I

Number And Percentage of Families By Income Groups

Clustered Within A One, Three and Five km Radius of As
of Nov, 2009
Radius From Low Income Middle Income High Income
Families Families Families
One KM 2,000 33% 2,500 40% 1,500 31%
Three KM 4.400 53% 4,300 61% 3,000 61%
Five KM 4,600 75% 4,800 77% 4,000 82%
Note: Family is estimated to be 4 persons.

(4) Available Facilities: There are several other facilities

which
are easily available like of power, gas, attractive
packing materials etc.
(5) Advertising Value: High advertising value is available.
(6) Trained personnel: The professional emplyee are
available
in plenty.
(7) Transport facility: A good transport facility in urban sites
helps both the producer to produce and
consumer
to consume the product.

promotion
Push promotion strategy involves getting the
retailers/dealers to
vouch for your product by giving them larger profit
margins and
giving them incentives for the number of sales of your
product
that are made from their shops/showrooms.
Pull promotion strategy involves promoting your product
on a very
large scale and making it visible on the market, thus
raising the
customers curiosity about the product and hence inducing
them
to buy it.
We will give all the retailers/direct-dealers a good profit
margin
than our competitors are providing them but not at the
initial
stage because we are focusing to attract our target
market using
diversified means of promotions and advanced technology
to our
customers at reasonable price. We will also give them
incentives
for vouching for our product at a later stage as we settle
down in
the market. Hence we have decided not to go for push
promotion
strategy at present but instead we have decided to go for
pull
promotion strategy.
ℑ Television advertisements: Advertisements to promote
and
market our product will be shown on leading television
channels. Major music and family channels will promote
Sweet Heart Ice Creams as they will reach out to the youth
as well as all age groups. Star Jalsa, Zee Bangla and DD
Bangla etc will be our main promoters.
ℑ Radio is the medium with the widest coverage. Studies
have recently shown high levels of exposure to radio
broadcasting both within urban and rural areas, whether
or not listeners actually own a set. Many people listen to
other people's radios or hear them in public places. So
radio announcements will be made and advertisements
will be announced on the radio about the product features
and
price, qualities, etc.
ℑ Print Ads: Daily advertisements in leading newspapers
and magazines will be used to promote the product.
Leaflets at the initial stage will be distributed at railway
stations, malls,college areas and various other locations.
ℑ Workshops and seminars: Workshops and seminars will
be held in colleges to make people aware about the
company and product features, its affordability and vast
distribution network.
ℑ Banners, neon signs: Hoardings, banners, neon signs will
be
displayed at clubs, discs, outside theatres and shops to
promote our range of flavors.
ℑ Booklets and pamphlets: Booklets will be kept at ice
cream parlors for the customer to read. These booklets
will provide information about our company; the products
offered which suits the customers need according to their
taste.

price
The pricing strategy adopted by Sweet Heart Ltd. for its
two wheeler electronic bikes is PENETRATION PRICING
because it is a total new brand, which is entering a
market, which is already facing immense competition.And
breaking this competition and attracting new requires
quality product at low price. Hence our product will be
priced low which will be economical and will encourage
new buyers. Hence we have adopted the penetration
pricing method for capturing market share and
establishing ourselves in the market. After considering all
the factors i.e. cost of production,transportation cost,
store charges, etc… and after analyzing this data the
finance manger Mr. Biraj
coated the price list according to the material requirement
of the product and the making charges with considering all
other of the store also. According to Mr. Biraj the cost of
per scoop of ice cream will Rs. 35 which would earn the
company a profit of 20% on cost.
After deep research and market survey it was found out
that the company will meet its break even point of
production within 1 year of its expected sales of 50000
units per month.
Product launch
Sweet Heart Ltd… being one of its kinds, having a variety
of ranges in sugar free and fat free ice creams, the
management decided to launch such a unique product in
the heart of the country: Kolkata.
Since the first manufacturing and selling unit of the
company is set up and functioning in Kolkata, the product
launch was also held in Kolkata.
The launch of Sweet Heart Ice Creams Parlor was given to
Fountain Head Promotion and Event Pvt.Ltd… The launch
was held at “South city” at Jadavpur on 20th September
2010. All the party event, guest list and management and
co-ordination of the launch were taken care by Mr. Akash
Deep Sen. the senior executive of the Fountain Head
Promotion and Event Pvt.Ltd… To promote our product in
an entirely new market and since our product is entirely a
new concept in the market Mr. Akash Deep Sen. Arranged
an excellent guest list. The
guests invited on the launch were basically top role
models, ramp models, best doctors who promote healthy
eating, film stars, high profile diabetations, health
conscious people on small as well as big screen of
tollywood and top gym owners.
All the guests were asked their opinions on the new
concept of healthy eating. Their opinion was a treasure for
our company which would be help full during further
expansion and customer satisfaction.

Future plan

Sweet Heart Ltd… is a entirely new concept in the

segment of frozen deserts, because of this reason
the management
has decided that currently there would only be 5
outlets
of the companies ice cream parlor through out
Mumbai.
As the company progresses in 3 – 4 months the
management has lots of plans about the future
expansion
of the healthy eating concept through-out state,
throughout
the country and then through-out the world…..
• Give franchise to reputed dealers through-out
Mumbai.
• To merge with “Reliance Fresh” and open our ice
cream
outlets at all Reliance Fresh outlets.
• To slowly start a manufacturing unit first in Delhi
and Mumbai.
• Slowly capture all aspects of healthy eating i.e.
introduction of healthy snacks, juices, sweets,
cakes,
chocolates, etc….
• One of the dreams of the promoters of Sweet
Heart Ice
Creams is to spread the concept of healthy eating
through-out the S.A.A.R.C countries.

Table II
Average Monthly Cost (excluding Tax)
Particulars Amount
(Rs)
Raw materials 452000
Labor 125000
Carriage 20000
Salary 150000
Rent of Factory 55000
Repairs and maintenance 50000
Traveling and Convenience 25000
Loan installment payments 213000
insurance premiums 5000
Telephone 7500
Utilities 13000
Advertisement 20000
Miscellaneous 25000
Food Expenses 30000
Total 1190500

Conclusion

Sweet Heart ice creams being on a starting stage, will

have a good advertising strategies, sales promotions,
offers to attract more customers and to make them
more familiar to our brand. Due to our new technique
of production and distribution, even after entering the
market on platform basis and investing more on the
special inputs our cost nearly 15% more than the cost
of our competitors, but with the concept of healthy
eating we accept our sales to be around 50,000 to
60,000 units per month. Due to our special fat free
and sugar free ice creams all age groups will be able
to enjoy the same old taste of ice creams but with a
dash of health.