It is a hypothetical ice cream store presentation, prepared and presented for the purpose of marketing management assignment, by a group of students of PGDM (2017-19), iFEEL.

1. I scream you scream we all scream for ice-cream
ICE CREAM CORNER

2. Institute Name : iFEEL
Presented By : Sunny Gupta (H-95)
Preyance Panchal (H-70)
S
S
Batch : B (2017-19)
Subject : Marketing Management
Semester : 1st Semester.

3. Overview
 Company Background
 Description of Tip-top ice cream corner
 Target Market
 Unique Selling Proposition
 Marketing Mix
 Range Of Products
 Pricing Strategy
 Shop Layout
 Product Positioning
 Distribution Channel
 Promotional Mix
 Promotional Strategy

4. COMPANY BACKGROUND
 Tip-Top Ice-cream corner . Was
established on 12 January 2016 in Mahavir
Nagar - Kandivali (West) – Mumbai.
 Organized by 4Fri ends.
 Originated from a simple hobby of eating
ice-cream and by seeing the people’s love
towards ice-cream.
 This establishment focuses on making new
varieties of ice-creams.

5. Description of Tip-Top Ice Cream Corner
To make and sell the
finest quality of
natural ice-cream and
promoting business
practices that respect
the Earth and the
Environment.
Our vision is to serve
the best ingredients for
our customers and to
be known with our
product, hard work
and dedication to our
business also to
become the customer’s
first choice.
To provide healthy
ingredients that suits
the taste of the
consumer’s and to their
budget as well.

6. Target Market
Market Segmentation
 Markets consist of buyers, and buyers differ in one or more ways. Through
market segmentation, companies divide large, heterogeneous markets
into smaller segments.
 Tip-Top Ice Cream Corner Market Segmentation
 Geographical - Tip-Top Ice Cream market is divided in Mumbai.
 Market is Segmented on the basis of:-
 Different income groups
 Family size, family life cycle
 Gender
 Age
 Readiness to buy
 Occasions

7. Market Segmentation
23%
43%
27%
7%
Age
Under 18
19-25
26-40
40 and above
41%
52%
7%
Gender
Male
Female
Transgender
Demographic Market Segmentation of our Store
Target Audience
Tip top ice cream corner Target Group:
• Children's & Families
• School & College students
• Middle age Group people

8. Unique Selling Proposition
How we differentiate our product from the competitors in a
way that customers will immediately notice the difference.
 Tip-Top Ice Cream USP:
Services
Free home Delivery to nearby
places
One can Make their own ice-cream
Birthday Parties Plan
Low fat ice-creams
Sugar free ice-creams
Facilities
Free Parking zone
Gift Zone
Gaming Zone
Wi-Fi Connectivity
Ambient Environment

9. Marketing Mix
Price
• List Price
• Discounts
• Allowances
• Payment period
• Credit Terms
Product
• Product variety
• Quality
• Design
• Feature
• Services
• Returns
Place
• Channels
• Coverage
• Location
• Inventory
• Transport
Promotion
Sales & Promotion
Advertising
Sale Force
Public Relations
Direct Marketing
Target Market

10. Our Products
Ice-Creams
 Regional ice-creams
 Seasonal ice-creams
(Mango/ Strawberry/ Anjeer etc)
 Indian Flavour ice-creams
 (Kulfi's / Falooda / Pista / Malai
/Kesar etc)
 Sugar free ice-creams
 Low fat ice-creams
 Premium ice-creams
(European brands)
 Sundaes: Small / Medium /
Family pack
 Cakes: Customized cake / Egg
Less
 Sugar free – Ice creams/
cakes/Pastries
 Milkshakes

11. Our Restaurant Layout.

12. Product Positioning and Pricing Strategy
 After deciding the target markets, our company has decided what position it
wants to occupy in the target market.
 Our Company has tried to position our products in such a way as to distinguish
themselves from the competitors (like 31 Baskin and Robins, Naturals, Amul
Ice Cream) and give our product the greatest strategic advantage in the
target market.
 Premium Ice-cream – High Price & High Quality
 Regional & Seasonal ice-cream – Low Price & High Quality

13. Distribution Channel
Tip-Top Ice
cream Corner
Company
Store
Live
Restaurant
Home
Delivery
Online Store

14. Promotional Mix
 The elements of Tip-Top Ice-cream corner promotions mix are:
 Personal Selling.
 Sales Promotion.
 Sponsorship through Tip-Top Ice-cream corner Foundation
 Online advertising
 Street marketing
 Outdoor advertising
 Direct Mail.
 Trade Fairs and Exhibitions

15. Our pre launch promotional strategy was;
 Activations (Promotions of the Company Launch and the Products)in schools,
where in free cone coupons will be distributed to all the schools in Borivali,
Kandivali and Malad
 A Special KIOSK will be set up at different place at Borivali, Kandivali and
Malad so that the people can avail their coupons.
 Product Brochures will be distributed across these places.
 Distribution of air balloon outside the mall in which company’s logo was
printed.

16. Our Unique Promotion Strategy
 Free Cone Day is an annual event
held between late March and early
May, in which Tip-Top Ice-cream
corner give out free ice cream
cups and cones. The most recent
event took place on Wednesday,
April 12, 2017 from noon to 8 pm
 Mall Advertising
There is a eye-catching advertisement
would capture attention of drivers,
commuters and basically anyone that
passes by. This melting ice cream display
is placed on the building that has a Tip-
Top Ice Cream Corner display.

17. Questions