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GUIDED BY: SUBMITTED BY:
Mr. A. N. Bhattacharya Sourabh Agrawal – 2014MLP021
Mrs. Bianka Ray Chaudhury Rohit Tripathi – 2014HRLP009
Ekta Goyal – 2014HRLP025
Arpit Jain – 2014MLP009
Submitted for Mid-term Examination
IN
School of Inspired Leadership

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Some of Our Sample Products

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Table of Contents
1. Executive Summary
2. Mission, Vision, Values, Objectives
3. Stakeholders
4. Situation Analysis
a. Monopolistic Market
b. Concept of Elasticity
c. Competitive situation
d. Barriers to entry
e. Strengths of Competitors
f. Threats of Substitute
g. Sustainable Advantages
h. Bargaining Power of Suppliers
i. Bargaining Power of Buyers
j. Pricing Issues
5. Macro Situation
a. Political
b. Economical
c. Socio-Cultural
d. Legal
e. Technological
f. Environmental
6. Market Survey
a. Customer Analysis
b. Market Segments
7. SWOT Analysis
8. Issue Analysis
9. References

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Executive Summary
The proposed company, TASTE TWISTER, is a private partnership based company and is going to
start its early stages of the development phase. TASTE TWISTER will be providing ice-cream, bakery
item mainly cake products, shakes and varieties of grilled sandwiches with the focus on providing
tasty, nutritious and hygienic food to the community. It is expected that the majority of revenue in the
first year will be derived from in-store retail purchases and home delivery to retain the investment.
However, once the shop has established a good reputation within the community, it will generate some
amount of revenue from the subsequent year with the substantial growth of reputation due to the taste
and variety of products offered.
TASTE TWISTER competes in a sub market of the ice cream stores, baked goods, fast food and
health food industries. Competition will range from large market competitors, such as Natural Ice
Cream Parlor, Amul, Top N Town, Just Bake, Cream & Spicy, to smaller independent stores in the
community. TASTE TWISTER will be able to set itself apart by offering superior ingredients, hard-
to-find specialty items and exceptional flavor. Since TASTE TWISTER will be able to differentiate
itself from its supermarket competitors in terms of taste, variety of products and competitive price.
This will help the TASTE TWISTER an in house store of different segment food products and with a
variety of tastes to attract more and more customer.
A thorough analysis trough survey has shown that multiple food products will be our biggest
strength and will attract more customer. TASTE TWISTER will be having strengths in terms of
utilizing social-cultural desires and trends, meeting needs of under-served specialty consumer
markets and taking advantage of Tier II city growing population and demand. Weaknesses for
TASTE TWISTER arise in overcoming consumer stereotypes about health food not tasting new
good’s and in business expenses with the challenge of making business expansion of startup store to
a chain of branded retail stores in all over India .
Overall our vision is to create a unique chain of retail store’s in India, in the section of the food
industry to fulfill the societal demand for the appetite food products with the difference in taste and
quality through Tier II cities.

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Mission, Vision, Values
The mission of TASTE TWISTER is: “To provide the community with healthy and environmentally
friendly goods with unique flavor and taste in different varieties.” The TASTE TWISTER vision is to build
a neighborhood retreat where people can relax, indulge, and still feel good about what they are putting into
their bodies and into the environment. The owner stands by the idea that varieties of healthy food can and
does taste better than junk food, especially when prepared well and with fresh ingredients. TASTE
TWISTER is open to the till now one location with the vision to create a brand retail food chain industry
through small business startup, but is focused primarily on creating a local landmark that will last the test
of time.
The values that will guide daily operations at the store are:
 Healthy food should taste better than junk food, or you aren’t doing it right.
 Taste and quality are the path for success.
 Good food requires good ingredients.
 Being environmentally responsible is a requirement, not an option.
 Anyone who sets foot inside the store will always be treated with kindness and respect.
 Cleanliness of the store and the staff is essential.
Business Objectives
The objectives for TASTE TWISTER is to firmly establish the company's brand positioning and
development strategies with the targeted customer groups. Take the TASTE TWISTER to the brand
retail store in India by slowly growing from small cities to largest market industry in India. It will
focus on following objective for it long term :
 Increase shop product and service awareness with target customer groups.
 Strengthen relationships with suppliers.
 Increase awareness of the range of products offered and the quality with taste.
 Special feature of custom products as per the customer need.
 Achieve the Cash break-even by the end of its first year of operations.

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Stakeholders
Name Department Role Expectations
Influence/
Impact/Power
Stakeholder
category
Interest/
Motivation
Government Legal NA
License and
other legal
permits
Medium Medium Medium
Owners
Admin, Sales
& Marketing
CEO Management High High High
Vendors Supply NA
Prompt supply of
required services
& goods
High High High
Employees Direct Labor NA
Manufacturing
unit
High High High
Customers NA NA
Profits &
Business
High High High
Third Party NA NA
Bank/Distribution
Channel/
Advertising
High High High
1) Government: It is responsible to provide license to the company and also for various
permissions if required for manufacturing and selling goods.
2) Customers: Our target audience is people aged between 15 and 35.
3) Owners: They will be managing the day to day activities of the business and also find and
manage new clients.
4) Vendors: We would require services of various vendors to get materials to be prepared.
5) Employees: They would be responsible for manufacture the goods and services.
6) Third Party: They will be bank who will be providing us loan, and bridge the gap between
customer and supplier to the company.

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Situation Analysis
Monopolistic Market
Eating joint selling ice creams, cakes and sandwiches are a monopolistic market with large numbers
of players present at the moment.
Industry Overview
 According to Google Report published in 2013, the Indian ice cream market is growing at the
rate of 35% year-on-year.
 In the Sandwiches market in India the top-10 companies account for 35% of the market
share.
 According to one research on markets of Indian bakery industry, the bakery industry has
achieved third position in generating revenue among the processed food sector. The market
size of the industry is pegged at US$ 4.7 billion in 2010 and is expected to reach US $ 7.6
billion by 2015.
 The age bracket of Indians consuming ice-creams, cakes and sandwiches is mostly between
the 5-44 years.
 A ul, Pa a’s, Naturals etc. are few of the competing players in India at the moment.
 Ice cream and Bakery industry have a CAGR rate of 12- 13% in 2013-14.
Concept Of Elasticity
The quantity demanded of a good is affected mainly by
- Changes in the price of a good,
- Changes in price of other goods,
- Changes in income
- Changes in other relevant factors.
Elasticity is a measure of just how much the quantity demanded will be affected by a change in
price or income or change in price of related goods.
Different elasticity of demand measures the responsiveness of quantity demanded to changes in
variables which affect demand so:
1. Price elasticity of demand- measures the responsiveness of quantity demanded by changes in the
price of the good
Ice- As creams have a lot of substitutes like frozen yoghurt, shakes hence the switching capacity
of the customer is very high. So ice-cream has a relatively high elasticity.

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Similarly in case of sandwiches and cakes there are other bakery items available which consumer
can start consuming in case of increase in the price of these products, so overall all the three
products i.e. ice-creams, cakes and sandwiches have a relatively high elasticity.
2. Income elasticity of demand – measures the responsiveness of quantity demanded by changes in
consumer incomes.
As ice-cream, cakes and sandwiches are more of the nominal goods so with the increase in the
income the elasticity of these goods will also increase.
3. Cross elasticity of demand – measures the responsiveness of quantity demanded by changes in
the price of another good
I this ith the i ease i the p i e of the su stitute’s de a d of ou p odu ts ill i ease.
Hence there will be a positive relationship and elasticity will be greater than 1.
But in case of increase in the price of the complementary goods, the cost of our products will
increase and hence the demand of ice-cream, cakes and sandwiches will decrease. So in this case
elasticity will be less than one.
Competitive Situation
Top N Town
Top N Town is the first choice of the customers and employees in Tier II city. It has set high standards
in taste, service delivery, employee satisfaction as well as price. It has created its brand name and
fame in Tier II city. However due to the uniqueness of our products and preferring to more and more
use of naturals would surely give us an edge over Top N Town.
Just Bake
A renowned chain of bakers and confectioners in India. It has many outlets in Tier II city and are
earning greater revenues. Initially they can act as a threat to TASTE TWISTER but due to different
varieties of the products like ice cream, cakes and sandwiches we provide, we are sure that will
overtake it in due course of time.

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Amul Ice cream Parlours
Amul with its brand name will always be a strong competitor to TASTE TWISTER. However with our
strong marketing segmentation strategy, we will soon be able penetrate into most of the tier 2 cities
and will establish our name and fame through the uniqueness of the products we provide.
Natural Ice cream Parlours
The unique feature of the ice creams manufactured by Natural Ice Cream is that they contain no
artificial flavors, no preservatives or stabilizers, only the fresh fruit pulp or dry fruits. TASTE TWISTER
is also trying to adopt the similar strategy, however pleasure of having cakes, ice creams and
sandwiches all at one place will surely attract more customers compared to Natural Ice Cream
Parlour.
Barriers to Entry
 The major barrier to entry for this joint is the perception that healthy food tastes worse than
unhealthy food. Since the population that would shop exclusively at this joint is very limited,
it would be a huge disadvantage to exclude the general population based on this negative
public perception.
 Capital requirements would also be a barrier to entry due to the high initial overhead
associated with this joint.
 Lack of gastronomical revolution among people of tier 2 and 3 cities.
Strength of Competitors
 TASTE TWISTER will face competition both from specialty bakeries and traditional bakeries.
There are many competitors in the market, both big and small, but their offerings do not match
those of TASTE TWISTER in terms of healthfulness, quality of ingredients, customization and
a variety of other products.
 While larger competitors will rely on lower price points, TASTE TWISTER will be able to

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deliver higher quality products to both the general and niche markets of the baked goods
industry through its uniqueness.
 Local competitor operates in their stabilized market so TASTE TWISTER will be able to
deliver better quality in competitive price.
Threats of Substitute
 Local traditional sweets & packed FMCG products can act as substitutes for cakes/pastries.
Similarly, many health conscious may opt for fresh fruit juices instead of shakes/ice creams.
 Burgers/Hot Dogs/Vada Pav may act as a substitute for some people instead on sandwiches.
 Moreover, opening up of such various food joints in tier-2 cities may pose to be serious threats
for TASTE TWISTER limited. However with excessive focus on quality, customization,
TASTE TWISTER will still continue to attract large number of customers.
Sustainable Advantages
 Use of only Natural and Organic ingredients, no chemical preservatives.
 TASTE TWISTER strives to use as much alkaline (Rich K and Na) ingredients as possible.
 Use only Natural Sweeteners like organic coconut palm sugar, Erythritol (a natural zero
calorie tooth friendly sugar-like sweetener that’s produced by fermenting glucose, and it’s
naturally found in fruits and fermented foods.)
 The top 10 foods, packed with Antioxidants are cacao, raisins, blueberries, blackberries,
strawberries, spinach, raspberries & prunes. To have 7 out of 10 in our food offerings is a
great beginning.
 TASTE TWISTER foods are the result of Extensive Research, combined with the most
contemporary understanding of how foods enhance our functional abilities.
 TASTE TWISTER foods are designed to provide essential macro nutrients (proteins, slow-
digesting carbs and beneficial fats) without causing fluctuations in the energy level during the
day. Moreover, with all this nutrition stuffed in our foods they still remain lower in calories
compared to similar highly-processed, refined and nutritionally imbalanced foods.
Bargaining Power of buyers
 The unique features like the use of natural sweeteners, organic ingredients, no chemical
preservatives, colors make TASTE TWISTER a difference among other food joints.
 Moreover customization according to the public demand, introducing various unique products
like Brownie Sizzlers will attract a large group of audience.

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Bargaining power of suppliers
 Local suppliers would be kept in contact and there would be a regular supply of raw materials
everyday according to the demand. The demand may vary from season to season. During
weekends and vacations the demand may exponentially rise, so the order will be given
according to the rise in demand.
 Moreover TASTE TWISTER is planning to take ready-made flavors of
Vanilla/Mango/Strawberry from the local ice cream factory. Then at the shop these will be
customized according to the willingness of customers.
Pricing Issues
 The TASTE TWISTER pricing structure is slightly on the high-end of the mainstream food
joint. However, the quality of the products is superior to mainstream bakery products, so
consumers will most likely recognize prices as appropriate.
 Especially in the case of custom orders, which are essentially a service, consumers will be led
to believe they are receiving a superior product.

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Macro Situation
Political
Political factors are how and to what degree a government intervenes in the economy. Specifically,
political factors include areas such as tax policy, labor law, environmental law, trade restrictions,
tariffs, and political stability. Political factors may also include goods and services which the
government wants to provide or be provided (merit goods) and those that the government does not
want to be provided (demerit goods). Sometimes government also enforces the pressure on food
suppliers to come up with a healthier food, so this can act as a plus point for TASTE TWISTER.
Furthermore, governments have great influence on the health, education and infrastructure of a
nation.
Economical
In many economically developed societies the concept of a comfort food has taken root and
grown. Comfort foods are those foods that one consumes because it makes the consumer feel
good. Culturally, the concept of comfort foods is a learned behavior. For example, in the US when a
child is hurt often times the parent will give the child a food product, generally a sweet, to ease the
discomfort. In western societies the number one comfort food for both men and women is ice
cream. After ice cream comfort foods become more gender specific; in the US chocolate is number
two for women while pizza is number two for men.
The e o o i e i o e t’s i pa t o the TASTE TWISTER success will be based primarily on
people’s illi g ess to spe d o uality health p odu ts, p epa ed foods a d othe dis etio a y
items. Another factor that will have a major impact is rental rates for commercial real estate.
Increase in prices of any complementary goods like high gas prices, petrol prices may also prevent
consumers from making a special trip to visit TASTE TWISTER, which could significantly impact
product sales. In the similar way increase in the price of raw material like milk, wheat flour, baking
powder, baking soda, butter, sugar, flavors, vegetables, cheese etc. would increase the production
cost of the ice-cream, cakes and sandwiches which in turn would create the pressure on consumer
income if they visit the TASTE TWISTER. Other economic factors include economic growth, interest
rates, exchange rates and the inflation rate. If the economy suffers from inflation or recession that
also the consumption level of TASTE TWISTER Co pa y’s p odu ts ill e affe ted. These factors
have major impacts on how businesses operate and make decisions. For example, interest rates
affect a firm's cost of capital.

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Economic factor- Low consumption levels
• Per capita consumption levels are very low at 200-250 ml while penetration rate is estimated
at 15%
• Significant scope for market growth by increasing either consumption levels or market
penetration, or both
• National players are focusing on increasing per capita consumption or penetration to grow
the market
Socio-Cultural
Current social trends support the prospect of a specialty bakery. A society with more awareness and
plan to reduce obesity is changing food and drug legislation, which will harm other bakeries, but
should not affect a health-focused bakery. Recent programming on Oprah suggested the idea of
adopting a vegan diet as a means to reducing waste, pollution and cruelty and also as a way to lose
weight and improve health. National Public Radio also recently devoted an entire show to the
discussion of veganism and its rising popularity in America. In India there are several cultural
dimensions that act as inhibitors to the concept of comfort foods like what is best for the family or
group comes first in Indian society, people have a long term vision and think a lot about future
effe ts of o su i g a ythi g. People elie e i You a e hat you eat i.e. the o su e takes o
the characteristics of the food they eat. Youth in India respect and value the seniors/older people in
their homes who has specific eating pattern. India is being a country of festivals has a lot of occasions
where people like to celebrate the moments with their family and try to visit new places for
adventuring about new flavours. For the price sensitive customers we have low priced products and
for the health conscious people we have nutritious high quality organic items in TASTE TWISTER.
In addition, nutritious diets are becoming more popular as consumers are becoming more health
conscious and sensitive towards comfort food they consume. The increased prevalence of organic
lifestyle hoi es ill also suppo t the ake y’s offe i gs, as edu ated consumers seek to remove toxic
chemicals and pesticides from their diets. All these social-cultural trends suggest that a bakery like
TASTE TWISTER would have a good chance of success in the current marketplace.
Legal
External legal concerns will include a food and beverage license, health code regulations and
insurance in the event there is an accident or customer issue at the bakery. TASTE TWISTERwill need
to retain liability insurance, and may also want to invest in property insurance, since the bakery
setti g i eases the isk of uildi g da age. “i e the e ill e o e tha e ployees, Wo k a ’s
Compensation insurance will also be required as per the Indian policy. The cost of meeting health
code regulations will depend on day-to-day operating procedures. Other legal factors that would
affect TASTE TWISTERwould be ASA (Advertising Standard Agency), the weight and measure acts,
Permits, workplace or environmental regulations , Zoning or building code requirements and
Trademarks, copyrights, or patents (pending, existing, or purchased).

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Technological
One of the most important technological factors can be the lack of cold chain facilities in India. The
lack of good cold chain facilities for transportation and storage is an impediment towards increasing
market access and penetration. Cold chain also constitutes the most to the total cost. Developing
cold chain infrastructure is extremely crucial to increase market penetration and the challenge is
shared by many other industries in the food & beverage sector. Keeping in mind the minimum
qualification requirements for the efficient production level and cost we have to make technological
advancements from time to time with the help of R & D activities.
Environmental
Consumers purchase ice cream for a variety of reasons. On festive or special occasions it represents
a special treat. Super premium ice cream, especially a foreign brand, is akin to a status symbol that
allows the purchaser to feel good about what he/she has accomplished in life. When packaged in
individual servings it is a convenient way to respond to impulses and provides instant gratification.
Another environmental factor can be the climatic changes or the weather change as people tend to
consume ice-creams in summer more than what their consumption is in winters or rainy season.
Sometimes product sales also depend upon the geographical position like in smaller cities people are
not much habitual of celebrating every occasion with cake and having sandwiches outside.

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Customer Analysis
Teenagers: This group is a critical foundation segment for an ice cream shop especially as late
afternoon and early evening traffic. TASTE TWISTER expects a sales growth rate of 10% with this
group.
Their demographic characteristics are the following:
• Ages: -20
• “hop's “elli g Poi ts: “ou e of heap e te tai e t to pass the ti e. “hop e i o e t se es as
a great place to get together and hang out.
College-aged Young People: TASTE TWISTER must become their place to hang out and have a couple
of laughs. It doesn't matter if it starts the evening or ends, their patronage is pivotal to the shop's
success. TASTE TWISTER expects a sales growth rate of 35% with this group. Their demographic
characteristics are the following:
• Ages: -25
• “hop's “elli g Poi ts: The food joi t is a pla e he e they a take a date o eet ith f ie ds.
Shop environment serves as a great place to have a fun evening without spending a lot of money.
Young Urban Professionals: For this group, TASTE TWISTER will be a comfortable place to include in
a e e i g’s a ti ities. The shop e i o e t se es as a g eat pla e to let you hai do a d e joy
a joke or just be entertained. Their demographic characteristics are the following:
• Ages: -35
• “hop's “elli g Poi ts: The i e ea shop is a u i ue e te tai e t esou e that o i es s eets
with laughter.
Market Segments
TASTE TWISTER will first and foremost provide healthy, organic and delicious baked goods, with an
emphasis on healthful indulgence. These specialty offerings will encourage brand loyalty in target
markets normally excluded and ignored.
The increasing popularity of vegan and organic food is the core motivator for creating a joint like
TASTE TWISTER. Other joints exist around the country, but no such bakery has established itself in
the Tier II city area.
The first target will be the college-age young people. They serve as the critical backdrop for the age
groups on either side of them. For the teenagers, the presence of college-age customers creates a
more energized environment. For the urban professional, college-age customers create a lively
environment, especially in response to staff performances.
The second target group is young urban professionals. There are two reasons that they are critical to
the success of TASTE TWISTER. First, on average they spend more per purchase than the other two
groups combined. The second reason is they are an excellent resource for catering to local business
events. Young urban professionals enjoy the atmosphere at TASTE TWISTER and suggest that having
TASTE TWISTER cater a company event will add unexpected fun to the planned activity.

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Age group:
15-25 19 48%
25-35 21 53%
35 plus 0 0%
How elaborate the menu should be ?
Only Ice Creams and Shakes 4 10%
Ice Creams, Shakes and Sandwiches 6 15%
Ice Creams, Shakes, Cakes and Sandwiches 30 75%

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How much are you willing to pay per
visit?
50-100 16 40%
100-200 16 40%
200 plus 8 20%
The one you prefer most?
Taste 26 65%
Nutrition 13 33%
Junk 1 3%

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SWOT Analysis
STP
Segment People looking to have cake, ice creams and snacks
Target
Group Middle, upper middle and upper class people and families
Positioning
A place offering good quality, fresh and tasty cakes, ice
creams, snacks
Competition
Competitors
1. Top N Town
2. Amul Ice Cream Parlours
3. Natural Ice Cream Parlours
4. Just Bake
Taste Twisterss
Company TASTE TWISTER
Category Fast Food Eating Joints
Sector Food and Beverages in Tier 2 and 3 Cities
Tag-line/
Slogan
We create sweet bites of happiness!!
USP Customized product as per customer requirement

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SWOT Analysis
Strength
1. Entering emerging market of tier 2 cities in food joints
2. Less numbers of competitor with brand names
3. Consumer are not brand oriented in selection of products
4. Order Cake of your choice
5. Eggless products to cover a wide range of consumers
6. Gourmet of ice creams for customers
Weakness
1. Competition from Tier 1 cities are opening their subsidiary in
Tier 2 cities
2. Lack of trained staff in Tier 2 cities ( Staff training)
3. High Cost of real estate at good locations
Opportunity
1. Gastronomic revolution in Tier 2 and Tier 3 cities
2. To introduce low calorie snacks
3. Increase in disposable income of people in tier 2 cities
Threats
1. People moving to healthier ways of eating
2. Competition even from local cafes, Ice cream parlour and
bakeries
3. Increase in the cost of raw materials and electricity
4. Difficult to change the snacking habits of people in small cities

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Issue Analysis
1. What can TASTE TWISTER do to grow brand awareness?
TASTE TWISTER needs to build local brand awareness. Unpaid endorsements result in higher
credibility than advertisements, so it might be beneficial to invest in a public relations campaign
seeking local media pla e e ts. O ga izi g a paig ’s i mall and complex areas with free
samples. Another option for increasing brand awareness is participation in local festivals and fairs.
TASTE TWISTER could expose itself to a huge number of potential customers by setting up a booth
at Expos events, festivals and fairs with a sampling of the product line for tasting and for sale. And
as the brand awareness increases and subsequently increases profit for TASTE TWISTER then it will
start advertising through national media or its growth phase in the country.
2. How can TASTE TWISTER maintain business volume during inclement weather seasons?
As in India weather changes throughout the year our method to increase the business volume come
with our variety of product which will help us to maintain the business in different weather
conditions. TASTE TWISTER will be focusing on the seasonal based product demand and will be
enhancing the business based on the demand from the customer and will be coming up with special
item for each season.
3. Should TASTE TWISTER invest in advertising locally?
Although advertising certainly has its place in business promotion, it would be much more cost
effective for TASTE TWISTER to distribute the pamphlets in local communities and conduct
awareness program to create public relations efforts to drive sales. Since the store has no
immediate plans to expand or franchise, local public relations and community outreach will be able
to target the potential customers in the community and generate interest at a much lower cost than
advertising would. That being said, the first few months of operations in the store will be best
helped by advertising, since the multi-store will not yet have achieved much and will thus be unable
to arouse much interest from local media.
4. How can TASTE TWISTER position itself positively on a cost to value ratio?
It is important that all aspects of TASTE TWISTER products, marketing collateral, etc., reflect the
idea that TASTE TWISTER is a high-end specialty store with quality product. Conveying that the
TASTE TWISTER products are of high quality and taste will cause customers to be less apprehensive
about the pricing of the products as the price will vary from moderate to high ranges. Customers
expect to pay a little more for things that are environmentally friendly, high quality, fresh and
healthy, and pricing which is too low may cause customers to doubt the quality of the products.

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5. How can TASTE TWISTER compete against major industry leaders?
TASTE TWISTER strategy for competing with industry leaders is to provide the quality and
o side atio that a e la ge goods p o ide s’ la k. No othe o petito offers specialty goods,
environmentally friendly practices and exceptional flavor all under one roof, which is what sets
TASTE TWISTER apart from the competition. Ensuring that these characteristics of the multi-store
are emphasized in all marketing materials will help to differentiate TASTE TWISTER from its larger
competitors.
6. What can TASTE TWISTER do to counteract the negative ideas people tend to have about the
flavor of healthy food?
One of the best ways for TASTE TWISTER to win the confidence of the community through third
party endorsement. Positive reviews from food editors, feedback and glowing customer reviews will
help convince the community that healthy can be tasty. Participation in local events and the
distribution of sample products will help people taste for themselves, which will hopefully generate
positive buzz as well. Ongoing in-store sampling could help draw potential customers who might
otherwise pass over TASTE TWISTER products. Flavor is the deciding factor for mainstream
customers when purchasing these goods, so it is important for TASTE TWISTER to let mainstream
customers experience for themselves that healthy food can taste even better than mainstream,
overly processed these goods. During slower days, it might even be a good idea to send a staff
member with a plate of samples to stand just outside the store door to invite passersby to come in
and visit the bakery.

30. References
 Online Survey Conducted for analysis of market.
 Online research for ice cream, bakery, food joint industry through case analysis, media
etc.
 http://www.pressreleasepoint.com/indian-ice-cream-market-grow-cagr-17-during-
2012-2017
 http://www.idealicecream.in/parlour.php
 http://www.ammaspastries.com/
 www.cornerhouse.in
 http://sweetsanddesserts.food-business-review.com/news/indian-ice-cream-industry-
to-grow-at-significant-pace-report-180712
 http://www.fnbnews.com/article/detnews.asp?articleid=32094&sectionid=1
 http://www.bakerybusiness.net/IBPC.aspx
 TopnTown (http://www.topntown.com)
Just bake (http://justbake.in/)
Natural Ice cream Parlour (http://naturalicecreams.in)
Amul Ice cream Parlours (http://www.amul.com/)