- Scoops ice cream aims to be a market leader by providing a lifetime experience through its variety of seasonal and non-seasonal ice cream flavors. Its mission is to provide ice cream to customers of all ages. It targets the middle and upper classes, especially teenagers and college students, through print ads and sometimes radio ads to reach a large audience at low cost without intermediaries.

2. scoopscream, scream, scream for Scoops ice crea

3. Vision statement:
“To provide a place with lifetime experience and rich
taste and be market leader”
Mission Statement:
“We provide ice cream to customer of all ages in
variety of seasonal, non-seasonal and other flavors”

4. SUMMARY
• We are providing healthy ice cream to all age groups especially to teenagers and
college students in lots of flavors. Specifically we are targeting middle class and upper
class. We are advertising mostly through print ad campaign and sometimes through
radio to capture large audience in lowest possible cost. We will not involve any
intermediary and deal with our customers directly. We try to position ourselves as
courteous, loyal, sincere and environmental friendly people. With the expansion of our
business we may plan and implement some changes in our ice cream .

5. PRODUCT
• Ice Cream Cones
Chocolate Ice Cream
Cones
Ice Cream Cones
• Flavored Ice Creams
Strawberry Ice Cream
Creamy Mango Ice Cream
Ice Cream Bricks
Chocolate Flavor Ice Cream
Butter Caramel Ice Cream
Butterscotch Ice Cream
Choc-bar Ice Cream
Coffee Ice Cream
Vanilla Flavor Ice Cream

6. Segmentation
Targeting
Positioning
Differentiation

7. SEGMENTATION
• Geographic
The Scoops Ice-
cream is focus mainly
on Cities.
• Demographic
Scoops Ice-Cream
targets to every age
group
“because everyone
scream for ice-
cream’’
• Psycho-graphic
The mentality of
people towards Ice-
cream is different.
• Behavioural
Ice-cream is be
have in every
occasion.
“happy time, fun
time, lunch time
lets have ice-cream

8. TARGETING

9. POSITIONING

10. DIFFERENTIATION

11. MARKETING MIX
Product
• Product Variety: A wide range of dairy ice creams and frozen desserts.
• Quality: Premium ice cream rich in calcium which is fresh every time.
• Design: Includes ice pop, choc bar, dairy ice cream and pop sickle.
• Features: Made from fresh milk and cream and high in nutrition.
• Packaging: High quality and eye catching packaging. Packaging colour ranges from red, blue, yellow,
orange and green. Packaging is colourful in order to attract children.
• Sizes: Sizes include 1ltr, 2ltr, and half litre for dairy ice cream. Choc bars & soft serve ice-cream are of
different sizes as well.
• Service: Satisfying the dessert needs of the population in the best possible manner and delivering quality
every time to the consumer.
• Returns: Only in the case when ice cream is expired.

12. PRICE
• List Price: Price varies for different ice creams. Depending upon
• Cups = 20rs
• Cones= 30rs
• Ice Pop: 10rs
• Soft serve ice cream=10rs

13. PLACE
• Channels: Sells directly to the end user through retailers and shopkeepers.
• Transport: Ice creams are transported to retailers and shop keepers through private
transportation firms.
• Locations: Available at large/medium sized and small bakeries, grocery stores.
• Sell their products directly to consumers using cycles and their own personnel. This
strategy has been in practice for many years and is being used by Walls and more

14. PROMOTION
• Advertising: Vehicle Advertising, Outdoor billboards, Point of Sale Displays and Ads
on televisions. Advertisements are mostly colourful reminiscent to their ice cream
packaging
• Message: Linked ice cream with joy and happiness so their tagline/slogan is Art of
Happiness.
Linked with consumers and got reviews of different ice creams using various mediums
social communities e.g. Facebook and Orkut.