presentation on product Launch

2. INTRODUCTIONINTRODUCTION
The Fudge Ice is being established
to provide people with high
quality, unique and scrumptious
ice-cream.
The company will stay focused on
fudge flavors as the name
suggests.
Will prepare other flavors for
people who don’t like chocolate.
The products will be made from
fresh ingredients brought directly
from Swiss farm.

3. To begin from an outlet located in the
posh area of Karachi.
Targeting people from middle and upper
class.
The outlet will provide a suitable
environment for corporate meetings.
The company will strive to create and
maintain the hygiene standards.

4. MISSION STATEMENTMISSION STATEMENT
To provide our customers with utmost satisfaction
by catering to their needs with products that are
unique, with a better taste and of highest quality
with special focus on health and hygiene. We
endeavor to maintain our standards of quality by
keeping instep with the developing technology and
consumer choices. We encourage innovation and
put special emphasis on teamwork in achieving
corporate goals. We intend to achieve our mission
by creating a team of talented and highly
experienced professionals to serve our customers.

5. OBJECTIVESOBJECTIVES
Good quality and value
Interest and awareness about company’s
product portfolio
Company’s ice-cream synonymous to
quality, care and value
Media advertising and special offers to
overcome the competitor’s promotional
efforts

6. Target regions like Peshawar,
Islamabad, Lahore etc in long run
Try and squeeze competitors market
share
Develop and upgrade R&D
department to come up with better and
improvised products

7. PRODUCT DESCRIPTIONPRODUCT DESCRIPTION
Blend of ingredients imported
from Switzerland
Milk will be rich in Calcium
and Vitamin D
Product having four divisions:
Diabetic/ low fat
Kids mania
Chocolate lovers
Other flavors

8. COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS
Major competitors of Fudge Ice are:
Movënpick
Gelato Affair
Walls
Dip shop
Igloo

9. SWOT ANALYSISSWOT ANALYSIS
STRENGHTS:
Strong financial background
Quality maintenance
Attractive location for outlet
Effective advertising strategies
Professional employees
Unique varieties

10. WEAKNESSES:
Large number of competitors
No experience in ice-cream market
OPPORTUNITIES:
People seeking for new flavors
Trend of arranging corporate meetings in an informal
way
Increase in brand awareness

11. THREATS:
Variety of established brands in market
Political conditions may hinder import of the
ingredients
Competitive market with high brand loyalty
New flavors not being accepted/ adapted by the
people
Increase in duties, sales tax and economic stability

12. SEGMENTINGSEGMENTING
GEOGRAPHIC SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
Social Class
Personality
Lifestyle
BEHAVIORAL SEGMENTATION
Occasion
Benefit
Loyalty
Usage rate
Attitude

13. TARGETINGTARGETING
The company focuses on
upper and middle class people
The idea of Niche marketing is
applicable here
Four categories:
Low fat/ diabetic
Kids mania
Chocolate lovers
Other flavors

14. There will be colorful flavors along
with smarties and nuts to attract the
kiddies
Other flavors will be transformed in a
delicious, traditional and mouth
watering ways with new toppings

15. POSITIONINGPOSITIONING
“Imagine What We Can Do With Creams”
Our slogan creates curiosity between
people and makes people attract towards
the ice-cream
The slogan will be put on every icecream
package
Advertising material
Goodies distributed

16. MARKETING MIXMARKETING MIX
PRODUCTPRODUCT
Core Product
Actual Product
Augmented Product
Product Features
Design
Tangible Product
Intangible Product

17. FLAVORS:
Children’s Special:
Cherry Potter
Splish Splash
Banana Split
Very Berry Strawberry
GENERAL:
Pure Rich Vanilla Ice-cream
Strawberry Ice-cream loaded with Strawberries
Swiss Pistachio Ice-cream with Roasted Almonds
Nutty Coconut
Mango King

18. SPECIALITIES:
Chocolate Rocket
Butter Scotch Classic Fudge
Caramel Nut Fudge Brownie Ice-cream
Chocolate Moose Track
Coffee Almond Fudge
Caramel Cappuccino Swirl
White Fudge Ice-cream
LOW FAT/ DIABETIC:
Chocolate Ice-cream with Chocolate Chunks
Berries n’ Banana
Creamy Vanilla with Chocolate Wafers

19. PACKAGINGPACKAGING
PRIMARY:
House Bowls
Cones
Packs
SECONDARY:
External Packaging Paper Bags
Exterior of Glass people to see Inside
Ground floor (people enjoy ice-creams)
Upper floor (corporate meetings)

20. Wi-Fi to aid the meetings
LCDs to entertain people visiting ground floor
Packaging according to preference i.e. having in or
outside the outlet
Packaging varies according to the quantity

21. PRICEPRICE
After performing the market research
and statistical analysis company has
decided to launch quantity based
pricing i.e. more the quantity better the
price
Packaging Weight/Size/Scoop Price
Regular 1 scoop Rs 49/-
Half litre pack Rs 149/-
1 litre pack Rs 299/-
Extra Topping Rs 20/-

22. PLACEPLACE
Available at all famous places
Naheed store
Imtiaz store
Agha’s
Other universities
Orders for certain occasions
Limited capacity

23. PROMOTIONPROMOTION
Objective task based promotion
Product launch after January
Delay due to decline in price in winter
season
Billboards Budget
Schon Circle worth 7 lacs- 15 days
26 street Defence worth 3.5 lacs- 15 days
Bahadurabad Chowrangi worth 4 lacs- 15 days

24. Advertisement through Media Van
Budget
3 vans of price 6.5 lacs per van
Advertisement via Print Media and
Television Budget
Dawn and Jang Newspapers
ATL and BTL mode of advertising

25. DISTRIBUTIONDISTRIBUTION
There will be no such distribution centers
Ice-cream will be delivered to the outlet
Ingredients and raw materials will be
supplied from Switzerland to the ice-
cream plant
Preparation and process will be carried
in the plant