The document outlines an end term marketing project for Asharfilal Kulfi Ice Cream Pvt Ltd. It includes an index, introduction to the company established in 1945 offering traditional kulfi flavors. It discusses the marketing mix, segmentation, targeting, positioning, value chain, SWOT analysis. It proposes a brand name "Scoops & Sticks", pricing strategy, marketing objectives, financial analysis and concludes aiming to expand through a strong marketing plan focusing on customers, uniqueness and sustainability.

1. END TERM PROJECT
BATCH 2023-25
MARKETING MANAGEMENT
GROUP 8
GUIDED BY :-
DR. MANJARI MUNDANAD
ASST. PROF.

2. Our team members
ANSHUL
CHHAPARWAL
YUVRAJ SINGH
RATHORE
ABHISHEK DEY

3. Asharfilal®
The Kulfi Shop

4. 02
Marketing Mix
&
STP’s
03
Value chain
&
swot analysis
ABOUT THE
COMPANY
&
VISION
04
Your brand name
,tagline
&
Pricing Strategy
05
Marketing
Objective
&
Financial Analysis
&
Final Conclusion
01
INDEX

5. About the company
Asharfilal Kulfi, a renowned dessert brand known for
its traditional Indian kulfi, faces increasing
competition in the market. The company has been
expanding vertically since the 90s, with the
introduction of Asharfilal Kulfi-Icecream Pvt. Ltd. In
mid-2014, the brand will expand horizontally by
franchising its brand name. Established in 1945, the
brand offers Malai kulfi and Pista kulfi, and is now
serving four cities in Gujarat.

6. “We aim to provide best traditional recipe passed
on over the generations. Our products are made
from milk, milk fats and natural ingredients. Kulfi is
simple and delicious dessert and absolute treat for
both children and youth. Exotic flavors the once
forgotten tastes speaks about its vision.”
Vision

7. Market Mix
Product: Asharfilal Kulfi Ice Cream focuses on delivering a superior product, emphasizing the use of
natural ingredients and traditional recipes to maintain the authenticity of kulfi.
Price: The pricing strategy of Asharfilal Kulfi Ice Cream is competitive and reflects the quality and
uniqueness of their products.
Promotion: The company engages in promotional activities to strengthen its brand presence and
reach a wider audience.
Place: Asharfilal Kulfi Ice Cream has a strong presence in local market.

8. Segmentation, Targeting, Positioning
Segmentation: For Asharfilal Kulfi, segmentation can be based on various factors:Demographic
Segmentation Age: Children, teenagers, adults, and seniors.
Targeting: Once segments are identified, Asharfilal Kulfi needs to choose the segments it wants
to target..
Asharfilal Kulfi might target the "health-conscious" segment with low-sugar and low-fat kulfi
options.
Positioning: Asharfilal Kulfi positioned itself in various ways. Authenticity: Position Asharfilal
Kulfi as a brand that preserves the tradition and authenticity of Indian kulfi recipes.

9. VALUE CHAIN
Inbound Logistics: This involves the procurement and transportation of raw materials such as
milk, cream, sugar, flavorings, and packaging materials to the ice cream production facility.
Operations: This is where the ice cream is actually made.Consistency in product quality is
crucial here.
Primary Activities:
Outbound Logistics: Once the ice cream is produced, it needs to be stored and distributed
to various points of sale, such as grocery stores, ice cream parlors, or restaurants.
Marketing and Sales: This involves activities related to promoting and selling the ice cream.
Service: Providing excellent customer service is important for customer satisfaction and loyalty.

10. Support Activities:
Procurement: Efficiently sourcing ingredients and packaging materials at competitive prices is crucial for
cost control.
Technology Development: Research and development to create new flavors, improve production
processes, and enhance product quality can give a competitive edge.
Human Resource Management: Hiring and training skilled staff, especially in production and
customer service, is essential for maintaining quality and customer satisfaction.

11. Swot Analysis
Strengths:
Traditional Recipes
Variety of Flavors
Brand Heritage
Weaknesses
Competition
Seasonal Demand

12. Opportunities:
Online Sales Growth
Export Opportunities
Threats:
Competitive Market
Economic Conditions

13. Select your brand name
(your own name) , tagline
“Scoops & Sticks”
Relax and Enjoy!

14. Pricing Strategy
The average price of ice cream in India can vary significantly depending on
various factors such as the brand, location, type of ice cream (scooped ice
cream, soft-serve, pre-packaged, etc.), and serving size. single scoop of ice
cream in a local ice cream parlor for around 20 to 50 Indian Rupees (INR)

15. Marketing Objective
o Brand Awareness
o Increase Sales and Revenue
o Customer Loyalty
o Differentiation
o Online Presence
o Sustainability and Ethics
o Targeting
o Distribution Channel
o Measure and Analyze Data

16. Financial Analysis
Asharfilal Kulfi Icecream Pvt Ltd is an unlisted private company incorporated on 22 January, 1990. It is
classified as a private limited company and is located in Ahmedabad, Gujarat. It's authorized share capital is
INR 5.00 lac and the total paid-up capital is INR 20,030.00 .
The current status of Asharfilal Kulfi Icecream Pvt Ltd is - Active.
The last reported AGM (Annual General Meeting) of Asharfilal Kulfi Icecream Pvt Ltd, per our records, was
held on 30 September, 2022.

17. Final Conclusion
Asharfilal Kulfi, an Indian dessert brand, aims to grow through a strong marketing plan, using
natural ingredients and competitive prices. They aim to expand into new areas and online, while
focusing on customer retention, uniqueness, and environmental care. Data-driven decision-making
will help them succeed.

18. Thank You