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.

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.

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.

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

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

PRODUCT DESCRIPTIONPRODUCT DESCRIPTION Blend of ingredients imported from Switzerland Milk will be rich in Calcium and Vitamin D Product having four divisions:

Diabetic/ low fatKids mania Chocolate loversOther flavors

COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS Major competitors of Fudge Ice are:

Movënpick Gelato AffairWallsDip shopIgloo

SWOT ANALYSISSWOT ANALYSIS STRENGHTS:

Strong financial backgroundQuality maintenance Attractive location for outletEffective advertising strategiesProfessional employeesUnique varieties

WEAKNESSES:Large number of competitorsNo experience in ice-cream market

OPPORTUNITIES:People seeking for new flavorsTrend of arranging corporate meetings in an informal wayIncrease in brand awareness

THREATS:Variety of established brands in marketPolitical conditions may hinder import of the ingredientsCompetitive market with high brand loyaltyNew flavors not being accepted/ adapted by the peopleIncrease in duties, sales tax and economic stability

SEGMENTINGSEGMENTINGGEOGRAPHIC SEGMENTATIONPSYCHOGRAPHIC SEGMENTATION

Social ClassPersonalityLifestyle

BEHAVIORAL SEGMENTATIONOccasionBenefitLoyaltyUsage rateAttitude

TARGETINGTARGETING The company focuses on upper and middle class people The idea of Niche marketing is applicable here Four categories:

Low fat/ diabetic Kids maniaChocolate lovers Other flavors

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

POSITIONINGPOSITIONING“Imagine What We Can Do With Creams”Our slogan creates curiosity between people and makes people attract towards the ice-creamThe slogan will be put on every icecream packageAdvertising materialGoodies distributed

MARKETING MIXMARKETING MIXPRODUCTPRODUCT

Core ProductActual ProductAugmented Product Product FeaturesDesignTangible ProductIntangible Product

FLAVORS: Children’s Special:

Cherry PotterSplish SplashBanana SplitVery Berry Strawberry

GENERAL:Pure Rich Vanilla Ice-creamStrawberry Ice-cream loaded with StrawberriesSwiss Pistachio Ice-cream with Roasted AlmondsNutty CoconutMango King

SPECIALITIES:Chocolate RocketButter Scotch Classic Fudge Caramel Nut Fudge Brownie Ice-creamChocolate Moose TrackCoffee Almond FudgeCaramel Cappuccino SwirlWhite Fudge Ice-cream

LOW FAT/ DIABETIC:Chocolate Ice-cream with Chocolate ChunksBerries n’ BananaCreamy Vanilla with Chocolate Wafers

PACKAGINGPACKAGINGPRIMARY:

House Bowls ConesPacks

SECONDARY:External Packaging Paper BagsExterior of Glass people to see InsideGround floor (people enjoy ice-creams)Upper floor (corporate meetings)

Wi-Fi to aid the meetingsLCDs to entertain people visiting ground floorPackaging according to preference i.e. having in or outside the outletPackaging varies according to the quantity

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/-

PLACEPLACE Available at all famous places

Naheed storeImtiaz storeAgha’sOther universities

Orders for certain occasionsLimited capacity

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 days26 street Defence worth 3.5 lacs- 15 daysBahadurabad Chowrangi worth 4 lacs- 15 days

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

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