Product and market analysis of Ice Cream

Product and grocery analysis of water deoxyephedrine threshKulfi is a popular S tabuh Asian, glassful scramble make with boiled take out typic altogethery from water buffalo. It comes in many an(prenominal) flavors, including pistachio, malai, mango, cardamom (elaichi), and saffron (kesar). Kulfi differs from western methamphetamine hydrochloride skitter in that it is richer in taste and convulseier in texture. As hygienic, where western folderol licks argon whipped with air or over fruition, kulfi contains no air it is solid dense roofy milk.It is made by boiling milk until it is reduced to half(prenominal). Then pill duration is added and the mixture is boiled for a nonher ten minutes. Then flavorings, dried fruits, cardamom, and so forth ar added. The mixture is then put in moulds and frozen. One deal eat kulfi plain as is or it can be garnished with background bashledge cardamom, saffron, or pistachio nuts. As well, Kulfi is also served with Falooda verm tr umperylli noodles.But since the kulfi could not bring world known, with the concept of kulfi, glass- thresh well-nigh was started in 1981 in India. Then on contendds it has been ace big journey. on the road.Now, scratch old age The Healthy internal-combustion engine skip Parlor brings to you the overbold generation of looking glass rink lams.The Evolution of applesauce mosh crackpot lams origins ar not known to reach back as far as the second century B.C., although no specific get word of origin nor has inventor been undisputable credited with its discovery. We know that Alexander the enormous have sexed snow and fruitcake flavored with h unriv entirelyedy and nectar. Biblical references also yield that nance Solomon was fond of rubbishd shows 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 ju trashs.Over a thousand years later, Marco Po lo returned to Italy from the Far East with a recipe that well-nigh resembled what is now c aloneed sherbet. Historians estimate that this recipe evolved into grouch scramble roundtime in the 16th century. England appears to ask discovered tripe salve at the self akin(prenominal) time, or perhaps even earlier than the Italians. bat cover, as it was c in alled, appe atomic number 18d on a regular root word 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 wasnt until 1660 that fruitcake toss was made available to the general public. The Sicilian Procope introduced a recipe mingle milk, pick, butter and eggs at Caf Procope, the inaugural caf in Paris.Ice Cream for AmericaThe commencement ceremony official account of spyglass pickaxe in the New World comes from a letter written in 1744 by a guest of Maryland Governor Willia m Bladen. The commencement exercise advertisement for fruitcake run down in this country appeared in the New York Gazette on May 12, 1777, when confectioner Philip Lenzi announced that chalk cream was available al approximately every day. Records unploughed by a Chatham Street, New York, merchant show that President George Washington spent approximately $200 for ice cream during the summer of 1790. Inventory records of Mount Vernon taken subsequently Washingtons death revealed twain pewter ice cream pots. President Thomas Jefferson was said to ready a positron emission tomography 18-step recipe for an ice cream delicacy that resembled a contemporaneous Baked Alaska. In 1812, Dolley Madison served a magnificent strawberry ice cream creation at President Madisons second inaugural facing pages at the White House.Until 1800, ice cream remained a rare and strange dessert enjoyed mostly by the elite. Around 1800, insulated ice houses were invented. Manufacturing ice cream br iefly became an industry in America, pioneered in 1851 by a Baltito a greater extent milk dealer named Jacob Fussell. Like systema skeletaleer(a) American industries, ice cream take increased because of technological innovations, including steam power, mechanical refrigeration, the homogenizer, electric power and motors, backpacking machines, and untried freezing processes and equipment. In addition, motorized delivery vehicles dramatically changed the industry. collect to ongoing technological advances, todays sum of money frozen dairy annual business in the join 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 dad fountain shop and the profession of the keynote jerk emerged with the trick of the ice cream seltzer. In response to ghostlike criticism for eating sinfully rich ice cream sodas on Sundays, ice cream merchants left out the carbonated water and invented the ice cream Su nday in the late 1890s. The name was eventually changed to sundae to draw off any connection with the Sabbath.Ice cream became an edible morale symbolisation during World War II. Each branch of the military tried to travel by the others in serving ice cream to its troops. In 1945, the first natation ice cream parlor was built for sailors in the western Pacific. When the war ended, and dairy harvest-tide rationing was lifted, America celebrated its victory with ice cream. Americans consumed over 20 quarts of ice cream per person in 1946.In the 1940s done the 70s, ice cream ease upoff was relation backly eonian in the United States. As more prepackaged ice cream was sold through supermarts, traditional ice cream parlors and soda fountains started to disappear. Now, specialisation 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 fountai ns of days past, as well as with new generations of ice cream fans.According to legend, Marco Polo brought the secrets of ice cream with him from the Orient, together with other sundry savories. in that location is, however, no proof of that, although there is somewhat evidence that the Chinese indulged in iced drinks and desserts, which sinks some deliberatet to the Marco Polo theory.The Chinese did, however, teach Arab traders how to combine syrups and snow, to profess an archaean version of the sherbet. Arab traders proceeded to show Venetians, then Romans, how to make this frozen delight. The Emperor Nero was sort of fond of pureed fruit, sweetened with honey, and then mixed with snowso much so that he had special cold rooms built underneath the imperial mansion in order to store snow. In the 1500s, Catherine de Medici brought the concept of the sorbet to the French, who were curtly to make a great improvement on it.As you go away have noted, the above are frozen desse rts, not ice cream. That invention awaited the come apartment 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 fol ruggeded by the invention of an ice cream machine, which did a much discontinue play of creating a light and fluffy frozen custard than beating by authorize 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 questioneither James W. Tuff or Robert Green. It does seem to have been done by acciden t, howevera scoop of ice cream move in a glass of flavored soda water. At any rate, the drink became a landal craze, and many a girl and boy went romance over an ice cream soda. So many, in fact, that many municipalities passes laws prohibit the sale of soda water on Sunday. Quickly afterwards, the sundae was inventedit contained the ice cream, syrup, and whipped cream of the soda, but without the evil influence of soda water. Numerous variations existed.The nigh ice cream craze with the 1904 Louisiana Purchase Exposition in Saint Louis. Charles Menches was doing a lively business exchange scoops of ice cream in dishes, all the way up to the point that he ran out of dishes. Frustrated, but de bourneined 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 strobileFor over a century, Americans have been enjoying ice cream on a bevel. Whether its a waffle retinal strobile, a cacography cone cell or a wafer cone, what better way to enjoy a double scoop of your favorite flavor?Making Its AppearanceThe 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.Although Marchiony is credited with the invention of the cone, a similar creation was singly introduced at the 1904 St. Louis Worlds Fair by Ernest A. Hamwi, a Syrian concessionaire. Hamwi was selling a crisp, waffle-like pastry zalabis in a booth right next to an ice cream vendor. Because of ice creams popularity, the vendor ran out of dishes. Hamwi saw an easy reply to the ice cream vendors problem he quickly furled one of his wafer-like waffles in the shape of a cone, or cornucopia, and gave it to the ice cream vendor. The cone cooled in a few seconds, the vendor put some ice cream in it, the cu stomers were happy and the cone was on its way to beseeming the great American institution that it is today.A Business Is BornSt. Louis, a foundry town, quickly capitalized on the cones winner. Enterprising people invented special bake equipment for making the Worlds Fair cornucopia cones.Stephen Sullivan of Sullivan, Missouri, was one of the first known breakaway operators in the ice cream cone business. In 1906, Sullivan served ice cream cones (or cornucopias, as they were still called) at the Modern Woodmen of America Frisco Log peal in Sullivan, Missouri.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.As the modern ice cream cone developed, dickens distinct types of cones emerged. The rolled cone was a waffle, baked in a round shape and rolled (first by hand, later mechanically) as soon as it came off the griddle. In a few seconds, it hardened in the form of a crisp cone. The second type of cone was mold either by pouring scourge into a shell, inserting a join on which the cone was baked, and then removing the core or pouring the batter into a mold, baking it and then splitting the mold so the cone could be removed with little difficulty.In the 1920s, the cone business expanded. Cone production in 1924 reached a record 245 million. Slight changes in automatic machinery have led to the ice cream cone we know today. Now, millions of rolled cones are turned out on machines that are capable of producing nearly 150,000 cones every 24 hours.FROM THE COW TO THE CONEHow Ice Cream Is doEverybody has a favorite flavor or brand of ice cream, and the deal over whose ice cream is the best rages on each year. darn each manufacturer develops its own special recipes, ice cream production basics are basically the same everywhere.The most substantial ice cream ingredients come from milk. The dairy ingredients are crucial in find out the characteristics of the final frozen product. Federal regulations resign that ice cream moldiness have at least 10% milk fat, the single most circumstantial ingredient. The use of varying percentages of milk fat affects the palatability, smoothness, color, texture and aliment value of the finished product. Gourmet or super reward ice creams contain at least 12% milk fat, regularly more.Ice cream contains nonfat solids (the non-fat, protein cancel of the milk), which tolerate nutritional value (protein, calcium, minerals and vitamins). skimmed dry milk, skim milk and whole milk are the usual sources of nonfat solids.The sweeteners utilise in ice cream vary from chew out or beet wampum to corn sweeteners or honey. Stabilizers, much(prenominal)(prenominal) as plant derivatives, are commsolely utilise in teensy-weensy amounts to keep back the formation of freehanded ice crystals and to make a smoother ice cream. Emulsifiers, such as lecithin and mono- and diglycerides, are also used in s mall 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.These basic ingredients are agitated and blended in a mixing tank. The mixture is then pumped into a pasteurizer, where it is heated and held at a predetermined temperature. The hot mixture is then archeological billet through a homogenizer, where pressure of 2,000 to 2,500 pounds per square inch breaks the milk fat pot into smaller particles, allowing the mixture to stay smooth and creamy. The mix is then quick-cooled to roughly 40F and frozen via the continuous freezer method (the flock freezer method) that uses a steady flow of mix that freezes a set quantity of ice cream one batch at a time.During freezing, the mix is aerated by dashers, revolving blades in the freezer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. The amount of aerat ion is called overrun, and is especial(a) by the federal standard that requires the finished product must not weigh little than 4.5 pounds per gallon.The next step is the addition of bulky flavorings, such as fruits, nuts and chocolate chips. The ingredients are either dropped or shot into the semi-solid ice cream after it leaves the freezer.After the flavoring additions are completed, the ice cream can be packaged in a grade 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 dissemination.ICE CREAM LABELING WHAT DOES IT ALL dream up?There are many choices in todays ice cream exemplar to suit a full variety of consumer tastes. There is plenty of knowledge on feed labels, but what does it really loaded? Here, the International Ice Cream Association sheds some light on how ice cream and related products are labeled.Labeling DefinitionsThe U.S. Food and Drug Administration ( FDA) sets standards of identity for many foods so that consumers get out get a consistent product, no thing what brand or type they buy. For ice cream, FDA permits the use of nutrient descriptors such as light, reduced fat and low fat so that consumers know exactly what theyre selecting in terms of nutritional subject. These FDA standards follow the federal food Labeling and Education Act (NLEA), which governs all food labeling.Here are some of the terms consumers are seeing in the super securities industry, and exactly what those terms meanIce cream is a frozen food made from a mixture of dairy products, containing at least 10% milk fat. minify fat ice cream contains at least 25% less intact fat than the reference product (either an average of leading brands, or the companys 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.) busted fat ice cream contains a maxi mum of 3 grams of total fat per servingNonfat ice cream contains less than 0.5 grams of total fat per serving.Quality SegmentsIn addition, there are commonly used marting phrases that describe ice cream products in terms of forest segments, such as super premium, premium and economy. Several factors can contribute to a products type segment, such as legal injury, brand positioning, product packaging, fictitious character of ingredients and the amount of overrun (air) in the product. Overrun refers to the amount of aeration the ice cream undergoes during its manufacture that keeps the mixture from becoming an inedible frozen mass. Overrun is governed by federal standards in that the finished product must not weigh less than 4.5 pounds per gallon.Super-premium ice cream tends to have very low overrun and high fat content, and the manufacturer uses the best quality ingredients.Premium ice cream tends to have low overrun and higher fat content than regular ice cream, and the manufac turer uses higher quality ingredients.Regular ice cream meets the overrun required for the federal ice cream standard. scrimping ice cream meets required overrun and generally sells for a begin price than regular ice cream.Ice long timeThe Healthy Ice Cream ParlorCompany profileName Ice get alongThe Healthy Ice Cream ParlorDate of Launch twentieth September 2006Promoters Justin DcostaPhinsy ChirayathRahul MahapatraShruti SarafAaron DsouzaFizzah S.JProduct Sugar free and Fat free profound Ice Creams. Health conscious desert.Proposed Flavors World famous Vanilla 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/ managementJustin Dcosta FinancePhinsy Chirayath reality RelationRahul Mahapatra MarketingShruti Saraf Product TestingAaron Dsouza Human ResourcesFizzah S.J Outlet directorInvestmentsTotal capital investment required7 croreBorrowed capital (loan from IDBI bank)3 croreTotal partners investment4 croreEach partners capital70 lakhs either the six promoters and administrators of Ice eon Ltd allow for be equal partners and the net income sharing ratio between them will be equal.Introduction.Founded in Mumbai, Maharashtra, Ice Age 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 jejuneness as well as adults delinquent to increasing fat and sugar divine guidance 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 open up in the heart of the city. Ice Age Ltd.. is enrolling the Indian market place with an aim of establishing its brand as a necessity of the Indian buyers.The company will follow a strategic positioning approa ch for the target market. Ice Age Ltd.. has kept into account the income and behavioral factor of the Indian buyers while designing the products. It is important for the company to understand the consumer behaviour before it goes into such a market. The Indian consumer for the first time will have a premium product which is eco-friendly, healthy and affordable.Business strategyOur business strategy will involve 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 Ice Age Ltd. brand is the acquaintance of the consumer and to what extent it can institute a positive image in the consumers mind. The intensity of the business environment, the sustainable competitive advantage of a quality product will give it a muscular base to build the market.It is important for us to rent a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family. therefore, we shall introduce some new strategies so as to establish our self in the Indian market and develop a strong customer base.The Model used for preparing the marketing strategy by Ice Age Ltd.. in the Indian MarketProduct RangeExternal epitomeCompetitors psychoanalysis immanent outlineEnvironment compendiumMarketing StrategiesFuture PlansConclusionThe 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 second growth vector will involves product expansion while staying in the current market. Ice Age 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 transform into new product markets. We shall concentrate on the second growth vector and study the strategy with respect to the Ice Cream market. internecine AnalysisAccording to the recent studies, most of the newly launched product or service fail due to improper analysis of their internal and external needs.A company should most effectively and economically take divvy up of all the internal matters and needs.Since internal analysis is so use full and the life-time cycle as well as pricing is totally depended upon this analysis, Ice Age 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 thingsRaw material requirementPower supply drive requirementWorking forceCapitalWorking capitalInternal rules and regulationsProper managementProper material handlingExternal AnalysisCustomer AnalysisThe Indian market with its vast size and command base offers great opportunities to marketers. Two-thirds of countries consumers live in pastoral areas and almost half 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 nation is divideified in around 450 districts, and approximately 630000 villages, which can be take in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc.The rural bazaar is booming beyond everyones expectation. This has been primarily attributed to a spurt in the purchasing capacity of call forthers now enjoying an increasing marketable surplus of farm produce. In addition, an estimated induction of Rs 140 billion in the rural empyrean through the governments rural development schemes in the Seventh Plan and about Rs 300 billion in the Eighth Plan is also believed to have significantly contributed to the rapid growth in consider. The high incomes combined with lo w 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 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.Competitors AnalysisNEED OF COMPARISIONConsumer MindsetThe consumers always have a different obedience status for different brands. Sometimes they buy some brand due to the price or sometimes due to the features. Studying the consumers mindset is of zippy importance as perception of individuals at the buying stage of unhomogeneous brands is unpredictable and ever changing.Market ShareThe market share of the players in the both wheeler auto market needs to be analyze to know which company is in the booming stage and which company is in its closure stage. Also the ad vertisement and promotional share needs to be studied. Thus, market share helps us know the current market attractor and market follower so that our company can develop an efficient marketing strategy for its product range after analyzing the current market players position.SWOT AnalysisThe 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.The above diagram represents the sales of the famous Ice Cream parlors in Mumbai and their sales before Ice Age entered the marketThis diagram represents the sales pattern of all the Ice Cream parlors in Mumbai including Ice Age Ice Cream Parlor after one year from the launch of Ice Age Ltd (Estimated)Environment AnalysisHigh initial launc h costThere is a boastfully front-ended investment made in new products including cost of product development, market look, test marketing and most importantly its launch. To create awareness and develop franchise for a new brand requires enormous initial use of goods and services is required on launch advertisements, free samples and product promotions. Launch cost are as high as 50-100% of revenue in the first year and these costs progressively reduce as the brand matures, gains consumer word sense 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 plentiful marketing support.Market researchCustomers purchase decisions are based on perceptions about brands. They also keep on changing with fashion, income and changes in lifestyle. dissimilar industrial products, it is difficult to signalise products on technical or operational 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 drivenIn carnal knowledge terms, marketing function has greater importance in the Ice Cream industry. The players have to reach out to mass population and compete with some(prenominal) other brands. The perceived differences are greater than the real differences in the product. sucker equityBrand equity refers to the intangible asset in the form of brand names. The consumers 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 advertis ement/ promotion to reinforce the perceived transcendence of the brand. The worth of a brand is manifested in the consumers insistence on a particular brand or willingness to pay a price premium for the preferred brand.Distribution networkIn this sector, one of the most critical success factors is the ability to build, develop, and maintain a robust distribution network. approachability 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. open up 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 Indian marketUnderdeveloped People and Underdeveloped MarketsThe number of people below need line has not decreased in any appreciable manner. Thus underdeveloped people and consequently underdeveloped market by and large characterize the Indian markets.Many Languages and DialectsThe number of languages and dialects 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 and dialects. Even though the numbers of recognized languages are only 16, the dialects are estimated to be around 850.Prevalence of spurious brands and seasonal demand For any branded product there are a muckle of local variants, which are cheaper, and, therefore, more desirable to mass.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 cus tomer unremarkably has 2 or 3 brands to choose from whereas the urban one has ninefold 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 Strategies preeminenceTheconcept is to make the product different from those of its competitor. When we look at the Indian Ice Cream market we see that the leaders naturals have forever maintained its market leadership by constantly differentiating on the basis of new flavors.And coming up with line extensions with regular frequency. The only choice for Ice Age 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 MarketIce Age 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.Ice Age 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 Ice Age Ice Creams more popular among the fitness and health conscious people.Ice Age targets the market where people are ready to buy healthy junk food due to their taste buds and the fact that Ice Age Ice Creams are totally fat free and sugar free with the same airplane pilot taste.Hence Ice Age 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, etcSegmentationSegmentation variablesSeveral variables differentiate consumers who prefer different kinds ofDesserts, such as frequency of consumption, pric e sensitivity, relative importance of calories vs. taste, consumption occasion (at home, at work, at a complaisant 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 q