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MARKET ANALYSIS REPORT
ON
ICE CREAM INDUSTRY

SUBMITTED BY
KANISHKA MEHROTRA
CLASS XII – E

CONTENTS

S
...
Title
1

Ice cream industry overview

2

Market & key competitions Analysis

3

Product selection and attributes

4

Product range, features, USP, tag line

5

Government & regulatory compliances

6

Product manufacture, logo, label, packing

7

Product, transportation, storage, distribution

8

Marketing plan, pricing, product placement

9

Product promotion, wholesalers, retailer

10

Cost effective marketing schemes & strategies

11

Conclusion

12

Reference

Ice Cream Industry Profile in India:

Page No
...
The country’s 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
...
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
...
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
...
Most varieties contain sugar,
although some are made with other sweeteners
...

This mixture is stirred slowly while cooling to prevent large ice crystals from forming;
the result is a smoothly textured ice cream
...
Between Vadilal, Kwality walls, Cream bell and a
handful of premium brands there’s about 40% of the cone
...
1800 crores in India & is growing at 15%
...
It is an area of work for pure play ice cream
companies
...

 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
...
Excellent advertising and visibility
3
...
Lots of flavors and varieties available

Weakness
Opportunity

1
...
Better and newer flavors

Threats

1
...
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
...
Good product range include various flavors,
party packs, sticks, cones etc
2
...
Amul is one of the most respected top-of-themind brands
4
...
Offers over 200 products across India

Weakness

1
...
Limited international presence as compared to
leading global brands
1
...
Tie-up with food chains, restaurants
3
...
Kulfi in rural markets

Threats

2
...
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
...
Huge brand name locally in Gujarat providing a
good base to expand
3
...
Huge variety in flavors of ice creams and
candies
5
...
Less visibility and market share across the
country because of major players in the industry
2
...
Brand visibility lower than other major players
1
...
Venture into other dairy products so as to
compete with other brands
1
...
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
...
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
...
HEALTHY BHI…
...

Every batch of ingredient goes through a stringent quality control before taken
for production
...

Our Plants are ISO 9001:2008 & ISO 22000:2005 and HACCP Certified
...

Free replacement when children dropped their ice-cream
...

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
...
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
...

Not much focus has been made on rigorous marketing & sales promotion
...

The product having short shelf life needs extensive care during manufacture,
packing, transportation under refrigeration, storage and quick turnover being a
food product

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