Ice Cream Project
Ice Cream Project
Ice Cream Project
Kulfi
Kulfi is a popular South Asian, ice cream made with boiled milk
typically from water buffalo. It comes in many flavors, including
pistachio, malai, mango, cardamom (elaichi), and saffron (kesar).
Kulfi differs from western ice cream in that it is richer in taste and
creamier in texture. As well, where western ice creams are
whipped with air or overrun, kulfi contains no air; it is solid dense
frozen milk.
But since the kulfi could not become world famous, with the
concept of kulfi, ice-cream was started in 1981 in India. Then
onwards it has been one big journey……. on the road.
Now, Ice Age – The Healthy Ice Cream Parlor brings to you the
new generation of Ice Creams….
The Evolution of Ice Cream
Ice cream's origins are not known to reach back as far as the
second century B.C., although no specific date of origin nor has
inventor been undisputable credited with its discovery. We know
that Alexander the Great enjoyed snow and ice flavored with
honey and nectar. Biblical references also show that King
Solomon was fond of iced drinks during harvesting. During the
Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent
runners into the mountains for snow, which was then flavored
with fruits and juices.
Over a thousand years later, Marco Polo returned to Italy from the
Far East with a recipe that closely resembled what is now called
sherbet. Historians estimate that this recipe evolved into ice
cream sometime in the 16th century. England seems to have
discovered ice cream at the same time, or perhaps even earlier
than the Italians. "Cream Ice," as it was called, appeared regularly
at the table of Charles I during the 17th century. France was
introduced to similar frozen desserts in 1553 by the Italian
Catherine de Medici when she became the wife of Henry II of
France. It wasn't until 1660 that ice cream was made available to
the general public. The Sicilian Procope introduced a recipe
blending milk, cream, butter and eggs at Caf Procope, the first caf
in Paris.
Until 1800, ice cream remained a rare and exotic dessert enjoyed
mostly by the elite. Around 1800, insulated ice houses were
invented. Manufacturing ice cream soon became an industry in
America, pioneered in 1851 by a Baltimore milk dealer named
Jacob Fussell. Like other American industries, ice cream
production increased because of technological innovations,
including steam power, mechanical refrigeration, the
homogenizer, electric power and motors, packing machines, and
new freezing processes and equipment. In addition, motorized
delivery vehicles dramatically changed the industry. Due to
ongoing technological advances, today's total frozen dairy annual
production in the United States is more than 1.6 billion gallons.
Wide availability of ice cream in the late 19th century led to new
creations. In 1874, the American soda fountain shop and the
profession of the "soda jerk" emerged with the invention of the
ice cream soda. In response to religious criticism for eating
"sinfully" rich ice cream sodas on Sundays, ice cream merchants
left out the carbonated water and invented the ice cream
"Sunday" in the late 1890's. The name was eventually changed to
"sundae" to remove any connection with the Sabbath.
Ice cream became an edible morale symbol during World War II.
Each branch of the military tried to outdo the others in serving ice
cream to its troops. In 1945, the first "floating ice cream parlor"
was built for sailors in the western Pacific. When the war ended,
and dairy product rationing was lifted, America celebrated its
victory with ice cream. Americans consumed over 20 quarts of ice
cream per person in 1946.
In the 1940's through the 70s, ice cream production was relatively
constant in the United States. As more prepackaged ice cream
was sold through supermarkets, traditional ice cream parlors and
soda fountains started to disappear. Now, specialty ice cream
stores and unique restaurants that feature ice cream dishes have
surged in popularity. These stores and restaurants are popular
with those who remember the ice cream shops and soda
fountains of days past, as well as with new generations of ice
cream fans.
As you will have noted, the above are frozen desserts, not ice
cream. That invention awaited the development of the custard,
then the discovery that freezing it would create a delectable
dessert. This notable event occurred in 1775 in France, and was
shortly followed by the invention of an ice cream machine, which
did a much better job of creating a light and fluffy frozen custard
than beating by hand could do.
Thomas Jefferson, who imitated Nero in having a special cold
room for storing snow, provides us with the first recipe for ice
cream found in the United States. Not to be outdone, George
Washington invested in one of the ice cream machines.
Until 1851, ice cream (or, more frequently, cream ice) was solely
made at home. But an intrepid man from Baltimore, named Jacob
Fussell changed all that by opening the first ice cream factory.
Near the turn of the century, the ice cream soda was created,
although by who seems to be in question--either James W. Tuff or
Robert Green. It does seem to have been done by accident,
however--a scoop of ice cream falling in a glass of flavored soda
water. At any rate, the drink became a national craze, and many
a girl and boy went courting over an ice cream soda. So many, in
fact, that many municipalities passes laws forbidding the sale of
soda water on Sunday. Quickly afterwards, the 'sundae' was
invented--it contained the ice cream, syrup, and whipped cream
of the soda, but without the evil influence of soda water.
Numerous variations existed.
The next ice cream craze with the 1904 Louisiana Purchase
Exposition in Saint Louis. Charles Menches was doing a lively
business selling scoops of ice cream in dishes, all the way up to
the point that he ran out of dishes. Frustrated, but determined to
still find a way to make a profit, he lighted upon his friend Ernest
Hamwi, who was selling a wafer-like cookie called zalabia (a
Syrian treat). The combination proved irrestible.
HISTORY OF THE ICE CREAM CONE
For over a century, Americans have been enjoying ice cream on a
cone. Whether it's a waffle cone, a sugar cone or a wafer cone,
what better way to enjoy a double scoop of your favorite flavor?
The first ice cream cone was produced in 1896 by Italo Marchiony.
Marchiony, who emigrated from Italy in the late 1800s, invented
his ice cream cone in New York City. He was granted a patent in
December 1903.
A Business Is Born
At the same time, Hamwi was busy with the Cornucopia Waffle
Company. In 1910, he founded the Missouri Cone Company, later
known as the Western Cone Company.
The most important ice cream ingredients come from milk. The
dairy ingredients are crucial in determining the characteristics of
the final frozen product. Federal regulations state that ice cream
must have at least 10% milk fat, the single most critical
ingredient. The use of varying percentages of milk fat affects the
palatability, smoothness, color, texture and food value of the
finished product. Gourmet or super premium ice creams contain
at least 12% milk fat, usually more.
Ice cream contains nonfat solids (the non-fat, protein part of the
milk), which contribute nutritional value (protein, calcium,
minerals and vitamins). Nonfat dry milk, skim milk and whole milk
are the usual sources of nonfat solids.
The sweeteners used in ice cream vary from cane or beet sugar to
corn sweeteners or honey. Stabilizers, such as plant derivatives,
are commonly used in small amounts to prevent the formation of
large ice crystals and to make a smoother ice cream. Emulsifiers,
such as lecithin and mono- and diglycerides, are also used in
small amounts. They provide uniform whipping qualities to the ice
cream during freezing, as well as a smoother and drier body and
texture in the frozen form.
After the flavoring additions are completed, the ice cream can be
packaged in a variety of containers, cups or molds. It is moved
quickly to a "hardening room," where sub-zero temperatures
freeze the product to its final state for storage and distribution.
ICE CREAM LABELING - WHAT DOES IT
ALL MEAN?
There are many choices in today's ice cream case to suit a wide
variety of consumer tastes. There is plenty of information on food
labels, but what does it really mean? Here, the International Ice
Cream Association sheds some light on how ice cream and related
products are labeled.
Labeling Definitions
"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.)
"Nonfat" ice cream contains less than 0.5 grams of total fat per
serving.
Quality Segments
"Premium" ice cream tends to have low overrun and higher fat
content than regular ice cream, and the manufacturer uses higher
quality ingredients.
"Regular" ice cream meets the overrun required for the federal
ice cream standard.
Investments:
Introduction.
Internal Analysis
It is important for us to adopt a different strategy for the Indian
market since it is composed of quality buyers as well as those
who will buy for their family. Thus, we shall introduce some new
External Analysis
strategies so as to establish our self in the Indian market and
develop a strong customer base.
Competitors Analysis
The Model used for preparing the marketing strategy by Ice Age Ltd.. in the Indian
Market
Environment Analysis
Marketing Strategies
Future Plans
Conclusion
The first growth vector will involves gaining penetration with the
existing product-market Ice Age Ltd. will attempt to attract
customers from competitors through its strategic positioning and
will establish strong brand equity.
The third growth vector will apply the same products to the new
markets.
• Power supply
• Labour requirement
• Working force
• Capital
• Working capital
• Proper management
Thus Ice Age 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 Indian market.
NEED OF COMPARISION
ℑ 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.
ℑ Market Share
The 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.
ℑ SWOT Analysis
The SWOT Analysis i.e. the Analysis of the Strengths,
Weaknesses, Opportunities and Threats of the company
products and its competitors at a glance. It needs to be
compared to get an overall analysis of all the major
companies and to know the company having better
strengths, more opportunities and on the other hand the
company having more of weaknesses and threats.
45
40
35 natural
30
baskin and
25
robbins
20
gelato
15
10 others
5
0
1st Qtr
30
25
natural
20 ice age
15 gelato
baskin and robbins
10
others
5
0
1st Qtr
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
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.
Segments Based on Combinations of
Variables
Price sensitivity is clearly a matter of a degree, with each
consumer being somewhere on the continuum from extremely
price insensitive to extremely sensitive. However, it seems
reasonable to divide consumers into insensitive, value-conscious,
price sensitive, and highly price sensitive groups. In terms of the
taste-quality dimension, reasonable categories might be taste
dominated, balance seekers, and calorie “misers.” With four
levels of price sensitivity and three levels of taste-calorie
tradeoffs, twelve combinations emerge. The more important
segments will be discussed. “Price Insensitive Indulgers” are
consumers who take their dessert experiences seriously and will
let neither price nor calories get in the way of their desserts.
These consumers want high quality ingredients and tend to be
very brand conscious. Because their high level of involvement,
these connoisseurs will often exchange tips with each other on
what to try. They can be quite unforgiving to the brand if they
have a bad experience. Often, they buy from specialty stores,
such as bakeries, but may also indulge in super-premium ice
cream. The “Dessert Pragmatists” represent a large group of
consumers who enjoy good desserts but are concerned about
both price and quality. They are willing to pay more money for a
good dessert, but will tend to switch brands if their favorite
dessert is not on sale. They care about taste and will not buy a
low fat concoctions without taste. On the other hand, they tend to
avoid high fat ice-creams. They tend to buy branded products and
pay attention to calorie contents on the containers.
Strengths:
• Healthy
• No side effects
• Variety
• Eco-friendly
Weaknesses:
Opportunities:
Threats:
• Lot of competition from existing Ice Cream parlors offering sugar free
ice creams
Ice Age Ltd… introduces Ice Age Ice Creams – The
Healthy Ice Cream Parlor which brings to you a new
generation of ice creams.
• Eco-friendly
• Healthy
• Same taste
Ice Age ice creams being fat free and sugar free requires
some extra indegrients and products which increases the
cost of the ice cream by 15 – 20 %. The segmentation of
Ice Age 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
Mumbai:
• Bandra (west)
• Pedder road
• R mall (Mulund)
The pricing strategy adopted by Ice Age 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.
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.