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yummy ice cream
yummy ice cream
yummy ice cream
Ice Cream

    Ice cream is a frozen desert made from dairy products
    (milk, cream) combined with flavoring and sweeteners.
    Modern Commercial Ice Cream Composition 1.10-16% milk
    fat 2.9-12% MSNF (whey and caseins proteins, carbohydrates
    ) 3.12-16% sweeteners (sucrose, corn syrup) 4.Stabilizers
    0.2% 5.Emulsifiers 0.2% 6.55-64% water 7.Total solids 36-
    45%
HISTORY
ABOUT YUMMY
 ICE CREAM
HISTORY
    In 1981 an army officer Mr. HAMID NAWAZ
formed ice cream factory named as yummy ice
cream after that in 1986 salesman Mr. Ijaz Ahmed
purchased ice cream manufacturer "yummy ice
cream (pvt) Ltd from Mr. HAMID NAWAZ who was
the first owner of this company
    At that time polka was the main competitor of
yummy ice cream and after that in 1999 polka ice
cream Company merged in WALL’S. In
1995, UNILEVER entered in Pakistan with Ice Cream
Company namely WALL’S ice were intended to
compete with other competitors. In 1991, the
company began introducing a variety of additional
flavor variations that were intended to compete with
other competitors
At currently is operating in Punjab NWFP and
  AZAD Kashmir region.
Its sale contribution is Rs 3000,000 per day
  average in summer season.
Current marketing segmentation of Yummy Ice Cream
  is as under:
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation
geographic segmentation the company divided
the each city into different segments according to
Areas, States, Regions, and Markets. Yummy Ice
Cream is targeting as geographic segmentation of
the Pakistan. We are targeting now the main cities
of provinces as:
Capital territory(islamabad)
Punjab(Multan, Faislabad, Lahore)
Sindh (Karachi, Hyderabad)
NWFP (peshawer)
Baluchistan (Quetta)
In Demographic segmentation we will divide
people according to their ages and life cycle. We
will divide our customers regarding their ages as
children, teenagers,
twenty plus, thirty plus, and so on more than
fifty years old.
We can easily make the division according to the
income of people. Through the income
segmentation, we can divide the people into
different levels of groups regarding their income
on monthly bases.
    High Income                    Less Target
       Group                        Segment


   Middle Income                 Target Segment
      Group


   Small Income                  Target Segment
     Group
 Thepsychographic segmenting is done on the
 basis of the taste and health conscious
 consumer. Yummy is targeted its market by
 creating an image of high quality and hygienic
 products. Yummy was for “anyone, anywhere
 and at anytime”.
Behavioral segmentation divides buyers into groups, based
  on their Knowledge, Attitude, Uses, or Responses about
  the products. We also believe like many marketers that
  behavior variables are the best starting point for building
  the best market segmentation.
To make the best marketing structure we can set a
  reasonable price which is suitable for all types of social
  classes in Pakistan.
By using focus strategies in which they just target the
  segment of sufficient size, not crucial to success of major
  competitors and they are not attempting to specialize in
  the same target segment.
 Department  of Finance
 Department of Accounts
 Department of Administration / Human
  Resources
 Department of Marketing and Sales
 Department of Research & Development /
  Food Technology
 Shipping Department
 Engineering Department
 Required  Temperature: Below -18°C.
 Life time (Out of freezer): 25 min.
 Expiry: 18months.


Packaging:
 Packaging: Multiple packaging
yummy ice cream
Ice cream is made from ice (water), milk, butter, fat
sugar, milk powder, glucose stabilizers, food grad
color, artificial flavors, emulsifier, and natural flavors &
colors. All of these ingredients are necessary for you in
your diet to lead an active lifestyle. From these
ingredients you get protein that helps to build body
tissues, carbohydrates and fats which give you energy
and essential vitamins and minerals like calcium that
help to strengthen bones and teeth.
idea        analysis



development   Test market



      New product
PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)



Idea Generation          Product Analysis              Development

                                                   Company develops a
Company has the full                               prototype or a sample
time     Research    &                             test to check the taste of
Development                                        ice cream within the
Department,      which                             company. Then they
                         After the conceptual      make market strategy for
recommends        new
                         test of ice cream         the new ice cream
products planning and
                         products they analyze     products. It estimates the
organizing.
                         the products regarding    production level and
Company also does
                         their    cost,   sales,   technical       production
copy its competitor’s                              feasibility and finally
                         demand & supply and
products. They also                                needed        government
consult with their       profits.
                                                   approvals for launching
employees, customers                               the products. In Pakistan
about their needs and                              government        institutes
distributions.                                     which      approve       the
                                                   products is PCSIR
PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)




Test Marketing                          New Product


 After the introduction
 of     products    and             Company builds
 marketing program to               inventory and
 determine the reaction             distributes them, then
 of     the    potential            makes the
 customer in market                 advertisement of new
 situation,    company              products through
 chooses Lahore city to             channels and
 test the market of his             brushers.
 products.
1. Introductory Stage
2. Growth Stage
3. Maturity Stage
4. Declining Stage


                        Here we introduce
                        new flavors and new
                        products.
   Hico Ice Cream was the first ice company in Pakistan. The
    brand Hico is well established since 1958. Hico has a fully
    automatic Ice Cream manufacturing facility, and has a
    production capacity of producing more than 4.5 million-litter
    dairy ice cream a year. It is marketed in major cities of
    Punjab. Today, the brand Hico is considered being the
    favourite in its hometown Lahore.
COMPETITOR REVIEW




Omore In Year 2009, Engro Foods limited
launched his ice cream with the brand name
“Omore”. Omore is dairy ice cream and
manufactured at Sahiwal.


 Walls introduced in Pakistan in 1997-98. The
product line consists from lollies to ice creams. This
includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc
Bars, Feast, Milky Way and etc. Its production
capacity is 30 million litres per annum.
Inform
   TV
   Banners                Persuade
   Pamphlets
   Stands in shops          Remind
   Shop boards
   Bus Stop Board Ads
   Companies inform the people when
    they don’t know about the
    product, persuasion takes place when
    people already know about the product
    and company forces them to buy the
    product and when companies is selling
    enough quantities of a product it
    reminds consumers about the product
    to keep the sales at the same level in
    future.
yummy ice cream
Strengths:
 Yummy Ice Cream is available in natural taste.
 No preserving chemicals that affect the health.
 It’s a frozen dessert.
 It is a time saving product.
 Skilled and trustworthy workers are working in the
  company.
   Good growth of market.
Weaknesses:
Some weaknesses of Yummy Ice Cream are given below.
•The company has fewer resources as compared to competitors.
•It has not strong brand image.
•It has not any distribution channels.
•They have less market share as compared to competitors.
•They have fewer budgets as compared to competitors.
•They have less technical resources.


Opportunities:
There are also some opportunities for Yummy Ice Cream which is as
under:
•The company can use new technology.
•They can change its target segment.
•Prepare the new Ice cream flavor.
•They can change product use.
•They can change product image by changing its styles.
Threats

There also are some threats for Yummy Ice Cream:
•Competitors are willing to work on these products and o more has
strong brand image. So competitors have captured the market share of
the Yummy Ice Cream.
•Competitors have more resources than Yummy Ice Cream Company
•Due to fewer resources it is very difficult to give awareness of Yummy
Ice Cream to the customers.
•If the company will do all this perfectly then they can make a huge
change and promotion.
Suggestions


First of all the company has to create a brand and then
focus on it by making advertisement more and more to get
the best positioning level in the minds of the public. If
company create a strong brand image then it is very easy
to remove the weak points.
Secondly the company will have to make strong distribution
channels. If the company does so then all the hurdles will be
removed which supposed the cause of decrease in sales. For
this purpose company will have to give margins by giving
bonuses,
The threats are that our competitors are strong. They
have strong brand image. The company has to make the
Quality level, Design, Packaging, and labeling of Yummy Ice
Cream better than its competitors.
 We concluded that yummy is leading organization
 when it was launched. But after when WALL’S
 entered in the market they capture the whole
 market by more advertising of their product.
 Yummy have not use strategies to retain the
 customers. The organization has lack of resources.
 They not focus on to make innovation in their
 products. Wall’s became over the yummy because
 of their lot of resources and new technology and
 much advertising their products. Yummy have to
 take serious actions to come up.
yummy ice cream

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yummy ice cream

  • 4. Ice Cream  Ice cream is a frozen desert made from dairy products (milk, cream) combined with flavoring and sweeteners. Modern Commercial Ice Cream Composition 1.10-16% milk fat 2.9-12% MSNF (whey and caseins proteins, carbohydrates ) 3.12-16% sweeteners (sucrose, corn syrup) 4.Stabilizers 0.2% 5.Emulsifiers 0.2% 6.55-64% water 7.Total solids 36- 45%
  • 6. HISTORY In 1981 an army officer Mr. HAMID NAWAZ formed ice cream factory named as yummy ice cream after that in 1986 salesman Mr. Ijaz Ahmed purchased ice cream manufacturer "yummy ice cream (pvt) Ltd from Mr. HAMID NAWAZ who was the first owner of this company At that time polka was the main competitor of yummy ice cream and after that in 1999 polka ice cream Company merged in WALL’S. In 1995, UNILEVER entered in Pakistan with Ice Cream Company namely WALL’S ice were intended to compete with other competitors. In 1991, the company began introducing a variety of additional flavor variations that were intended to compete with other competitors
  • 7. At currently is operating in Punjab NWFP and AZAD Kashmir region. Its sale contribution is Rs 3000,000 per day average in summer season.
  • 8. Current marketing segmentation of Yummy Ice Cream is as under: 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 4. Behavioral Segmentation
  • 9. geographic segmentation the company divided the each city into different segments according to Areas, States, Regions, and Markets. Yummy Ice Cream is targeting as geographic segmentation of the Pakistan. We are targeting now the main cities of provinces as: Capital territory(islamabad) Punjab(Multan, Faislabad, Lahore) Sindh (Karachi, Hyderabad) NWFP (peshawer) Baluchistan (Quetta)
  • 10. In Demographic segmentation we will divide people according to their ages and life cycle. We will divide our customers regarding their ages as children, teenagers, twenty plus, thirty plus, and so on more than fifty years old.
  • 11. We can easily make the division according to the income of people. Through the income segmentation, we can divide the people into different levels of groups regarding their income on monthly bases. High Income Less Target Group Segment Middle Income Target Segment Group Small Income Target Segment Group
  • 12.  Thepsychographic segmenting is done on the basis of the taste and health conscious consumer. Yummy is targeted its market by creating an image of high quality and hygienic products. Yummy was for “anyone, anywhere and at anytime”.
  • 13. Behavioral segmentation divides buyers into groups, based on their Knowledge, Attitude, Uses, or Responses about the products. We also believe like many marketers that behavior variables are the best starting point for building the best market segmentation. To make the best marketing structure we can set a reasonable price which is suitable for all types of social classes in Pakistan. By using focus strategies in which they just target the segment of sufficient size, not crucial to success of major competitors and they are not attempting to specialize in the same target segment.
  • 14.  Department of Finance  Department of Accounts  Department of Administration / Human Resources  Department of Marketing and Sales  Department of Research & Development / Food Technology  Shipping Department  Engineering Department
  • 15.  Required Temperature: Below -18°C.  Life time (Out of freezer): 25 min.  Expiry: 18months. Packaging:  Packaging: Multiple packaging
  • 17. Ice cream is made from ice (water), milk, butter, fat sugar, milk powder, glucose stabilizers, food grad color, artificial flavors, emulsifier, and natural flavors & colors. All of these ingredients are necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps to build body tissues, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.
  • 18. idea analysis development Test market New product
  • 19. PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM) Idea Generation Product Analysis Development Company develops a Company has the full prototype or a sample time Research & test to check the taste of Development ice cream within the Department, which company. Then they After the conceptual make market strategy for recommends new test of ice cream the new ice cream products planning and products they analyze products. It estimates the organizing. the products regarding production level and Company also does their cost, sales, technical production copy its competitor’s feasibility and finally demand & supply and products. They also needed government consult with their profits. approvals for launching employees, customers the products. In Pakistan about their needs and government institutes distributions. which approve the products is PCSIR
  • 20. PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM) Test Marketing New Product After the introduction of products and Company builds marketing program to inventory and determine the reaction distributes them, then of the potential makes the customer in market advertisement of new situation, company products through chooses Lahore city to channels and test the market of his brushers. products.
  • 21. 1. Introductory Stage 2. Growth Stage 3. Maturity Stage 4. Declining Stage Here we introduce new flavors and new products.
  • 22. Hico Ice Cream was the first ice company in Pakistan. The brand Hico is well established since 1958. Hico has a fully automatic Ice Cream manufacturing facility, and has a production capacity of producing more than 4.5 million-litter dairy ice cream a year. It is marketed in major cities of Punjab. Today, the brand Hico is considered being the favourite in its hometown Lahore.
  • 23. COMPETITOR REVIEW Omore In Year 2009, Engro Foods limited launched his ice cream with the brand name “Omore”. Omore is dairy ice cream and manufactured at Sahiwal.  Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams. This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc. Its production capacity is 30 million litres per annum.
  • 24. Inform  TV  Banners Persuade  Pamphlets  Stands in shops Remind  Shop boards  Bus Stop Board Ads
  • 25. Companies inform the people when they don’t know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future.
  • 27. Strengths:  Yummy Ice Cream is available in natural taste.  No preserving chemicals that affect the health.  It’s a frozen dessert.  It is a time saving product.  Skilled and trustworthy workers are working in the company.  Good growth of market.
  • 28. Weaknesses: Some weaknesses of Yummy Ice Cream are given below. •The company has fewer resources as compared to competitors. •It has not strong brand image. •It has not any distribution channels. •They have less market share as compared to competitors. •They have fewer budgets as compared to competitors. •They have less technical resources. Opportunities: There are also some opportunities for Yummy Ice Cream which is as under: •The company can use new technology. •They can change its target segment. •Prepare the new Ice cream flavor. •They can change product use. •They can change product image by changing its styles.
  • 29. Threats There also are some threats for Yummy Ice Cream: •Competitors are willing to work on these products and o more has strong brand image. So competitors have captured the market share of the Yummy Ice Cream. •Competitors have more resources than Yummy Ice Cream Company •Due to fewer resources it is very difficult to give awareness of Yummy Ice Cream to the customers. •If the company will do all this perfectly then they can make a huge change and promotion.
  • 30. Suggestions First of all the company has to create a brand and then focus on it by making advertisement more and more to get the best positioning level in the minds of the public. If company create a strong brand image then it is very easy to remove the weak points. Secondly the company will have to make strong distribution channels. If the company does so then all the hurdles will be removed which supposed the cause of decrease in sales. For this purpose company will have to give margins by giving bonuses, The threats are that our competitors are strong. They have strong brand image. The company has to make the Quality level, Design, Packaging, and labeling of Yummy Ice Cream better than its competitors.
  • 31.  We concluded that yummy is leading organization when it was launched. But after when WALL’S entered in the market they capture the whole market by more advertising of their product. Yummy have not use strategies to retain the customers. The organization has lack of resources. They not focus on to make innovation in their products. Wall’s became over the yummy because of their lot of resources and new technology and much advertising their products. Yummy have to take serious actions to come up.