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Segment: Ice cream for Quality
conscious kids and adults
Target Group: Kids and Youth
Positioning: Exceptional service
through exclusive franchise parlors
BUSINESS OBJECTIVES
Build brands worthy of customer
trust
Maximize return to all stakeholders
through continuous improvement
Develop People to Deliver the Above
SUCCESS FACTORS
Standardized Parlors
Ideal and convenient location
Convenient working hours (10 A.M to 10 P.M.)
Regular maintenance of freezers to maintain
optimum performance
Ability to understand and cater to customers'
needs
Innovative commercials and novel
promotions
INNOVATION IN MARKETING
PHONE AND
HAVE AN ICE
CREAM
SLOW SPEED
DRIVING
COMPETITION
ADVERTISING STRATEGIES
Large Scale Advertising
Product diversification to
target Specific Segments
Strategic Dilemma
Key Question was whether to
aggressively reinforce Aruns
competitive profile or pursue
alternative business opportunities.
SWOT ANALYSIS
Strength
Weakness
Unparalleled service to
customers through
exclusive franchise parlours.
More than 70 mouthwatering ice cream flavours
and combinations.
The first Indian ice cream
brand to be certified ISO
9000.
High quality products with
good attractive packaging
and distribution
Stronger competition
stifling its growth.
Brand visibility lower
than other major
players
Opportunity
Threats
Power of suppliers:
The concern for dairy producers which are
now going for ice cream manufacturing is
very less. So, the power ofsuppliers is low.
Availability of substitutes:
There are many alternative products like
different sweets, Kulfi and Faludah.
They are low in price so there is high
pressure on ice creams as consumer can go
for substitutes.
Competitive Rivalry:
Foreign and local brands
Advertising expenses have increased
as companies are advertising more
to increase their market share.
Strategies
Introduced the concept of exclusive franchise parlours in
India
Innovate varieties and new flavours - maintain its brand
image and recognition
Ideal and convenient locations
Clean and well-decorated interiors
Convenient working hours (10 A.M to 10 P.M.)
Regular maintenance of freezers
Courteous service
Knowledge of product/variety among the staff
Ability to understand and cater to customers' needs
Innovative commercials and novel promotions
Product
Differentiation
Focussed Product
Differentiation
Varieties and
products flavours
(Royals, Exotics,
Delights, Tubs,
iCone, iBar)
Trans shipment to
ships
Focus on quality
and service
Focussed sales
promotions ("slow
speed driving
competition "Eat
All You Can")