Chapter 1: Ice Cream Marketing Model

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Empresariales Desarrollo personal

Ice Cream
Marketing
Model

by:
daPrime Sam Acosta

ph.linkedin.com/in/rosamaeacosta

Ice cream cone = marketing as a
core business function

ph.linkedin.com/in/rosamaeacosta

Marketing’s main objective is to
identify and meet…

identify

&

meet

ph.linkedin.com/in/rosamaeacosta

Marketing’s main objective is to
identify and meet human…

human identify

&

meet

ph.linkedin.com/in/rosamaeacosta

Marketing’s main objective is to
identify and meet human and social
needs…

human identify

& &

social meet

ph.linkedin.com/in/rosamaeacosta

Marketing’s main objective is to
identify and meet human and social
needs profitably

human identify

& &

social meet
profit

ph.linkedin.com/in/rosamaeacosta

Segmenting the market…

human identify

& &

social meet
profit

ph.linkedin.com/in/rosamaeacosta

Segmenting the market according
to product…

Pro
duct
human identify

& &

social meet
profit

ph.linkedin.com/in/rosamaeacosta

Segmenting the market according
to product/service preference…

Pro
duct
human identify

& &

service

preference
social meet
profit

ph.linkedin.com/in/rosamaeacosta

Segmenting the market according to
product/service preference to identify
target market

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Holistic marketing concept is a new
approach in the 21st century, wherein
everything matters

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 1: Relationship Marketing –
mutually profitable business relationships

relationship

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 2: Integrated Marketing –
marketing mix tools (Price…)

relationship

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 2: Integrated Marketing –
marketing mix tools (Price, Product…)

relationship

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 2: Integrated Marketing –
marketing mix tools
(Price, Product, Place…)

relationship

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 2: Integrated Marketing –
marketing mix tools
(Price, Product, Place, Promotion)

relationship Integrating 4Ps

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 3: Internal Marketing -
Horizontal &
inter vertical alignment
in the company
nal

relationship Integrating 4Ps

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Dimension 4: Performance Marketing -
Returns to society
Inter in general
Performance
nal

Relationship Integrating 4Ps

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

Ice Cream Marketing Model

Inter
Performance
nal

Relationship Integrating 4Ps

Pro
duct
human identify

& &

service

social preference meet
profit

ph.linkedin.com/in/rosamaeacosta

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For the complete report, get in touch with us at : info@netscribes.com India is considered to be the largest milk producer across the globe and accounts for one-fifth of the total global milk production. It constitutes of different sub segments of which ice cream has seen strong growth in the market. The Indian ice cream sector is a competitive market with strong competition from the unorganized sector. At a time when input prices are rising and branded players are forced to increase prices of their products, unorganized or local players indulge in low quality ingredients and offer products at cheaper prices. However, the sector is still on a growth path as constant innovation presents products catering to the varied needs of customers. Due to the developing distribution network leading to wider availability of products coupled with increase in disposable income among consumers; the sector braces for further growth. The report begins with an overview of the dairy industry in India providing the market size and growth as well as information regarding its consumption pattern and market structure. This is followed by a primary segmentation of the industry wherein a product mix is highlighted. An overview of the ice cream market provides an introduction to the sector and covers the market size and growth in India along with a representation of the market share of key players in the sector. The manufacturing process as well as a description of the key processes has been covered. An analysis of the value chain has been included which is followed by a snapshot of the various distribution channels players opt for in the ice cream market. An EXIM trend over a period of four years is included which precedes a Porter’s Five Forces analysis that concludes the section. The next section highlights the segmentation in the ice cream market and all three primary segments namely impulse segment, take home segment and artisanal segment have been discussed. An analysis of the drivers explains the factors for growth of the market and includes lucrative nature of business, rise of buyers in impulse segment, strengthening of distribution network, increase of disposable income and low per capita consumption of ice creams. Ice creams contain air in a substantial amount sometimes even up to 50% which makes the business a very profitable venture wherein profits margins are extremely high at certain times. The lucrative nature of this business has created strong opportunities in the market Ice creams can be ramified into impulse, take home and artisanal segments. Of these, impulse segment entails highest sales volumes as featured products are small in size, relatively cheaper and can be consumed at a go. Availability of impulse products has increased as push carts are present across cities and towns and affordability has contributed to further growth in such buyers.

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Chapter 1: Ice Cream Marketing Model

1. Ice Cream Marketing Model by: daPrime Sam Acosta ph.linkedin.com/in/rosamaeacosta

2. Ice cream cone = marketing as a core business function ph.linkedin.com/in/rosamaeacosta

3. Marketing’s main objective is to identify and meet… identify & meet ph.linkedin.com/in/rosamaeacosta

4. Marketing’s main objective is to identify and meet human… human identify & meet ph.linkedin.com/in/rosamaeacosta

5. Marketing’s main objective is to identify and meet human and social needs… human identify & & social meet ph.linkedin.com/in/rosamaeacosta

6. Marketing’s main objective is to identify and meet human and social needs profitably human identify & & social meet profit ph.linkedin.com/in/rosamaeacosta

7. Segmenting the market… human identify & & social meet profit ph.linkedin.com/in/rosamaeacosta

8. Segmenting the market according to product… Pro duct human identify & & social meet profit ph.linkedin.com/in/rosamaeacosta

9. Segmenting the market according to product/service preference… Pro duct human identify & & service preference social meet profit ph.linkedin.com/in/rosamaeacosta

10. Segmenting the market according to product/service preference to identify target market Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

11. Holistic marketing concept is a new approach in the 21st century, wherein everything matters Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

12. Dimension 1: Relationship Marketing – mutually profitable business relationships relationship Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

13. Dimension 2: Integrated Marketing – marketing mix tools (Price…) relationship Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

14. Dimension 2: Integrated Marketing – marketing mix tools (Price, Product…) relationship Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

15. Dimension 2: Integrated Marketing – marketing mix tools (Price, Product, Place…) relationship Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

16. Dimension 2: Integrated Marketing – marketing mix tools (Price, Product, Place, Promotion) relationship Integrating 4Ps Pro duct human identify & & service social preference meet profit ph.linkedin.com/in/rosamaeacosta

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