Frozen gelato custard is a natural, wholesome frozen dairy product that differs from ice cream in taste and texture. It is made with the freshest, richest ingredients and creamiest base. The summary focuses on marketing this product to two target markets in Ethiopia - university students aged 18-24 and young families with children under 13. Different marketing strategies are outlined to attract each group, including sponsoring local sports teams and hosting events at schools and parks. The sales strategy aims to provide high quality products and service while tracking customer favorites. Sales are forecasted to increase each year as brand recognition grows.

1. PRESENTED BY: NUDRAT ISHAQUE
HIRA ABBAS & ASEEM RIAZ

2.  Frozen gelato Custard is a natural, wholesome, frozen dairy
product.
 It differs from ice cream in both taste and texture.
 Frozen gelato custard is the finest quality all natural with a
commitment to incorporating the freshest, richest, and
creamiest ingredients into a world class product.
 This frozen gelato custard was inspired from the richness of
the Ethiopian Yirgacheffe coffee.
 Rich Flavor because it is made with an Egg Base
 Smoother and Creamier Texture (no ice crystals as in ice
cream or ice milk.)
 Old-Fashioned Homemade Taste (made fresh every day.)

3.  Climate
 Economy
 Major Industries
 Trade
 Customs & Courtesies
 Life Style
 Food

4.  The predominant climate type is tropical
monsoon, with wide topographic-induced
variation.
 The high central plateau is mild, with a mean
average temperature of 62 degrees
Fahrenheit. The bulk of the rain in the
highlands falls in the major rainy season from
mid-June to mid-September, with an average
of forty inches of rain during that season.

5.  The economy is based on agriculture, in which 85
percent of the population participates. Ecological
problems such as periodic drought, soil
degradation, deforestation, and a high
population density negatively affect the
agricultural industry.
 Most agricultural producers are subsistence
farmers living in the highlands, while the
population in the lowland peripheries is nomadic
and engages in livestock raising.
Gold, marble, limestone, and small amounts of
tantalum are mined.

6.  After nationalization of the private sector before the
1974 revolution, an exodus of foreign-owned and
foreign-operated industry ensued. The growth rate of
the manufacturing sector declined. Over 90 percent
of large scale industries are state-run, as opposed to
less than 10 percent of agriculture. Under the EPRDF
administration, there is both public and private
industry. Public industries include the
garment, steel, and textile industries, while much of
the pharmaceuticals industry is owned by
shareholders. Industry accounts for almost 14
percent of the gross domestic product, with
textiles, construction, cement, and hydroelectric
power constituting the majority of production

7.  The most important export crop is coffee, which
provides 65 to 75 percent of foreign exchange
earnings
 The agricultural sector is subject to periodic
drought, and poor infrastructure constrains the
production and marketing of Ethiopia's products.
 The majority of Ethiopia's exports are sent to
Germany, Japan, Italy and the United
Kingdom, while imports are primarily brought in
from Italy, the United States, Germany, and Saudi
Arabia.

8.  Greetings
 Gestures
 Visiting
 Eating

9.  The Amharic family is strongly patriarchal, a
pattern typical throughout Ethiopia. Sons usually
bring their brides to live with or near their
father’s family, and three or more generations in
the male line frequently live under one roof. Age
is highly respected in Ethiopia, and the elderly
are cared for by their children. Only a small
percentage (6 percent) of the population is older
than age 60. A woman’s duties and privileges are
well-defined both within the home and
elsewhere, and women often lead sheltered lives.
Families are very private.

10.  The Ethiopian diet includes lamb, goat, and
fowl. Ethiopians do not usually eat
pork, turkey, or ham. Common foods include
injera, fermented bread made of teff
flour, and wat, a spicy stew made with beef or
chicken. Strict religious dietary and fasting
customs, especially for Muslims, also affect
the menu. For the many people who have
limited access to food, a daily diet consists of
grains and relief supplies

11.  The market we will engage in is the Ethiopian metropolitan
area. The specific market we will serve includes the university
student population, schools, upper class audience. The
overall age demographics of the population break down as
follows
 13% over 65
 25% between 45 and 64
 28% between 25 and 44
 12% between 18 and 24
 23% of the population is under 18

12.  Within this population, we are focusing on two
separate groups with different needs: 18-24 year
olds, including students at the local
university, and "first families" - young adults
(25-35) with children under 13.
 18-24 year olds have disposable incomes which
they tend to spend on immediate gratification
items, especially when those products have a
prestige or individuality value
 We will also target "first families".They have
limited entertainment dollars to spend each
year, and our company can offer them some
family bonding time for approximately
Br15, versus Br30 to Br40 for dinner or a movie.

13.  18-24 Year Olds
 First Families
 Other

14.  Product
◦ Develop the long-term relationship with the
customers
◦ Give values to the customers to delighting them
◦ Do whatever it takes not to satisfy the customers
but retain our customers
◦ In order to accomplish this objective; the company
has established sales, marketing and support
teams.

15.  Product Variety:
◦ Our product would be available in the following
flavors:-
◦ Yirgacheffe coffee
◦ Blue berries
◦ Vanilla
◦ Chocolate

16.  Brand Name:
The name which we have chosen for our
product is
“Scream Gelato Cream”.

17.  Quality:
High quality assurance would be our first priority.
This would be ensured by:
◦ Implementing high quality standards
◦ Total quality management
◦ Acquisition of the high quality raw materials is a
sweet, refreshing Juice with an eye catching
tetrahedral pack.

18.  Pricing:
◦ Our pricing strategies for the product are for total
cost, which include custom services and other
expenses. Pricing strategy usually change as the
product passes through its life cycle. The price
should be set at moderate level in order to attract a
large number of buyers and to gain large market
share.

19.  COMPETITION AND BUYING PATTERNS:
 In the frozen dessert industry, consumers
make purchasing choices for a number of
reasons. Perceived quality of product is essential
for consumers going out to eat, because of the
price premium they must pay.
 Most of our competitors have emphasized the
high quality of their products to justify their
prices. Others, like Dairy Queen, tout
convenience and low price, but they are able to
do this because they offer many other
products, as well.

20.  Consumers going out for a frozen dessert want
consistent quality, a particular ambience (which
varies by market segment), and, recently, a
statement about their individuality through their
food choices
 Ben and Jerry's has responded to these needs
with appeals to socially and environmentally
conscious production; Cold Stone Creamery
offers unparalleled "just for you" customization
and service; Baskin Robbins' famous "31 flavors"
comes from the vast array of choice consumers
demand.

21.  Among the Ethiopian population, many
consumers have consistently shown a
commitment to local brands and locally-made
products over national brands and chains. In the
local frozen dessert market, Prince Pückler's has
benefited from this preference by making its ice
cream in the store from high-quality local
ingredients. We will play up the "made-daily-in-
our-shop" aspects of both of our products, as
well as the fact that we are locally owned and
operated by people invested in the community.

22.  The 18-24 year olds are looking for good
tasting, prestige products.
 They want to maximize product
customization to emphasize their sense of
individuality, within comfortable parameters;
new combinations of familiar flavors work
well with this group.

23.  The young families in our targeted market are
cost-conscious, and often health conscious. The
lower fat and sugar content of our products will
appeal to young parents seeking a "treat" for
themselves and their children that don’t come
with a hefty price tag or unhealthy empty
calories. These consumers want a family-friendly
place where spills and drips are not a
catastrophe, but with a comfortable atmosphere
a bit more upscale than most fast food stores.
They want comfortable, familiar flavors for their
children, who crave predictability, and more
adventurous flavor and ingredient options for
themselves.

24.  Frozen Gelato Custard's has two competitive
edges:
◦ Rich and creamy, high class, low fat, frozen
desserts.
◦ Our friendly, neighborly approach to customers.
 Both of these selling points will help us to
achieve our overall goals of a steady
customer base with repeat sales. Our focus
on personalized attention to our
customers, and involvement in local events
and clubs, will set us apart from our
competition.

25.  The 18-24 year olds go out for ice cream more
than any other age group
 the "town and gown" niche is very important
 They are reachable through music, specifically
R&B, and they prefer prestige products, which
matches our choice of product offering.
 The "first families" were chosen because they are
a growing population, both numerically and in
their choice to go out for ice cream more often
 They all have young children, so tactics that are
geared towards markets that relate to children or
to the children they may prove highly effective in
generating trial and sales

26.  We plan to reach the first families through their
children. Frozen gelato custard will sponsor a
little league ball team and offer the players a free
frozen gelato Custard on days they win a
game. This will draw them and their families into
the store.
 We will also display the sample bench in parks n
near residential areas.. We will teach the children
how we make frozen custard and Italian ice. We
will let each child make their own creation and
hope they enjoy their time at our scoop shop so
much, that they convince their parents to bring
them back.

27. Frozen gelato Custard will use multiple methods to approach its
target markets
 First, a mass mailing campaign will create customer awareness
and generate trial.
 our marketing strategy will focus on our two target markets
separately.
 For 18-24 year olds, we will distribute flyers on campus and at
the bus station.
 first families" more effectively, we plan to sponsor events and
help out with local elementary schools and after school activities
 All of these marketing campaigns will be supplemented by
ongoing "brand awareness" campaigns, with advertisements in
the local paper, interviews with the college newspaper (as the
owner is a graduate), and fliers posted at popular local events.
We will highlight our community service involvements as part of
our "good neighbor" approach to doing business in this area

28.  Our sales strategy focuses first on providing the highest
quality products and services to our target customers.
 Product offerings and prices will be clearly posted behind
the counter, and scoopers will be educated about the
ingredients and processes involved in each one, so they
can answer any and all customer questions.
 we will keep a running tally of flavor choices, correlated
with weather patterns for the day, to determine customer
favorites
 In addition, our seating area will be
comfortable, clean, and attractive, with booster seats
available.
 We will initially offer three sizes: 5oz., 7oz., 9oz. sized
cups.
 There will be additional topping options at Br0.35
each, thus increasing the sale price

29.  Our sales will largely be determined by foot
traffic in the area, the season of the year, and
current weather conditions. We estimate first year
sales of approximately Br66,840, Br97,760 in the
second year, and Br113,402 in the third year
 These sales forecasts are based on several real
world observations. On a rainy Friday afternoon
in May, we observed 25 people an hour, make a
purchase from one of our future competitors
located in a mall
 During a weekend evening in May, we observed
40 people an hour; make a purchase at an ice
cream shop in Eugene

30.  We also assumed that there would be a 60%
increase in summer month sales over winter
month sales.
 Bauman's Frozen Custard and Italian Ice plans to
have a soft start, inviting only family and friends
over for the first few weeks.
 we have little brand recognition, initial sales
beyond that are predicted to be low, averaging
less than half of the observed hourly rate
 We expect our sales to follow a seasonal
trend, peaking out in July (the first year we
assumed to still be building a customer base)
and reaching a low in December and January

31.  For the second year, we expect to see a total 46%
increase in sales due to a normal annual sales
volume, and the dramatic difference between the
monthly average of the startup months and their
counterparts in the second year.
 In the third year, we expect a more
conservative 16% increase in sales revenues.
 Our sales forecast assumes a 10% increase in
costs over the next year due to the increase in
dairy product and sugar prices, which is a
reasonable assumption given the current market
data.