SCOPE OF STUDY

This report is prepared in view to receive general idea about the

working of Ideals in relation to its emergence and also its operation in
the field of marketing.
The project also gives an insight into the customer perception and
preference of novelties provided by Ideals by way of market research.

COMPANY PROFILE

Melt in the mouth moments of happiness!

The philosophy at Ideal Ice Cream is simple. We treat ice-cream like food. We
select the purest and finest ingredients and then set out to create what has
become one of the best ice creams money can buy.

For consistent results, we are careful to see that everything is done in the correct
way at every stage of manufacturing and it is the reason why the Ideal brand of
ice cream today enjoys an iconic status when people talk about ice cream not
just in Mangalore but all over the world.
HISTORY
S. Prabhakar Kamath, the founder of Ideal ice creams started out in business
dealing in tailoring material and firecrackers. Seasonal fluctuations in those
businesses got him thinking on a more secure line of business that would be in
demand throughout the year. So, he decided to start an ice cream parlour in spite
of there being fierce competition in the segment.

Setting out to make the best ice cream possible, he taught himself the art of ice
cream making and conducted experiments at home, testing his creations on
enthusiastic neighbours. Three months later he launched Ideal Ice Cream
Parlour on Market Road in Mangalore on May 1, 1975 with14 flavours.

In two short years the ice creams that he manufactured so tantalized the taste
buds of Mangaloreans that people were willing to wait in queue just to get a
chance to savour the ice cream. With the growing demand, expansion was
inevitable. Today Ideal Ice Cream has three parlours in Mangalore city, one of
which is the largest ice cream parlour in the country, and a restaurant and ice
cream parlour in the Infosys office complex. Ideal Ice Cream is also available
through 500 dealers. Its retail network also stretches across coastal Karnataka,
Kerala and Goa.

Mr. Kamath’s passion for quality has elevated his ice cream brand to an iconic
status in coastal Karnataka. A ‘must visit’ place for anyone visiting Mangalore.
Ideal Ice creams unique recipes now extend to 22 flavours and from them Ideal
creates about 100 combinations – each with a distinctive and indulgent taste that
makes it a truly outstanding experience.

Joined by his son Mukund Kamath, the Ideal brand has grown in leaps and
bounds. Mukund has trained at the Central Food Technology & Research
Institute in Mysore and also the National Dairy Research Institute of Bangalore.
Together they sample every single batch of ice cream that comes out of their
factory. What’s significant about Ideal Ice Cream is that it is 100% vegetarian.
No egg is used. Just pure fresh milk, cream and a secret formula that remains
within the family.

To this day, Ideal Ice Cream remains committed to developing exceptional new
super premium Ice Cream experiences, releasing new flavours every year.

MISSION
“To make Ideals stand in the same forum as many other international
brand”

VISION
“To be the best in the Ice Cream industry and also spread into the
other food segments throughout the world.”
PRODUCTS
Since the beginning, innovation has been a mainstay of Ideal Ice Cream and the
famous Ice cream concoction ‘Gadbad’ bears testimony to this. Ask anyone
what Ideal Ice Cream is most famous for and you will get the answer ‘Gadbad’.
So popular is this ice cream dessert that it has now become a generic name and
imitations of this can be found in almost any ice cream parlour in coastal
Karnataka.

PARLOR PRODUCTS

Ice-cream in Slabs

Vanilla ,Strawberry ,Kesari ,Pineapple ,Shahi Gulab ,Green Apple Ice Cream ,
Coffee ,Chocolate ,Butter Scotch ,Crunch ,Chikku,Mango ,Butter Scotch,Ideal
Fruity ,Chip '
N'Chocolate ,Pista ,Black Currant ,Caramel ,Chocolate Chip

Premium Ice-cream in Slabs

Seethaphal,Cassatta ,Kesar Pista ,Roasted Almond ,Anjir Delight ,Litchi

Special Ice-cream

Vanilla Ice-Cream with Jelly ,Vanilla Ice-Cream with Hot Carrot Halwa ,Fruit
Salad, Kesari Falooda ,Royal Falooda ,Chocolate Choconut ,Soda Cream
,Chocolate Dad ,Dry Fruit Cocktail ,American Choconut , Litchies with Vanilla
Ice Cream , Chikku Almond, Gadbad, Bambino ,Sandy Nuts ,Choco Chip,
Dilkush ,Duet , Jackpot, Parfait, Bee Hive ,Tiramisu ,Banana Split ,Senorita,
Cake Ice Cream ,Pabba' s Special
In recent time Ideal Ice Cream has diversified its product portfolio to include a
number of retails products. These include Ice Candies, Chocobars, Ice Lollies,
Choconutz, Ice Cream Cones, Ice Cream Sundaes and cups in a variety of
flavours.

RETAIL PRODUCTS

Ideal Ice Cream available in 50 ml cup & 100 ml cup

Vanilla, Strawberry, Pineapple, Green Apple, Chikku (Seasonal), Chocolate,

Ideal Fruity, Pista, Butterscotch, Mango, Black Currant, Seethaphal (Seasonal),
Anjeer Delight

Ideal Ice Cream available in pack (500 ml, 1 litre & 4 liters)

Vanilla, Strawberry, Shahi Gulab, Kesari, Pineapple, Green Apple, Two-in-One

(Pista & Orange) Three-in-one, Chocolate, Butterscotch Crunch, Chikku
(Seasonal), Mango, Butterscotch, Ideal Fruity, Pista, Caramel, Chocolate Chip,
Black Currant, Chip ‘N’ Chocolate, Choco Blast, Seethaphal (Seasonal),
Casatta, Anjeer Delight, Roasted Almond, Anjeer Delight, Litchi and Kulfi.

Ideal Ice Cream available in Container (1 litre & 1.5 liters)

Vanilla, Strawberry, Shahi Gulab, Kesari, Chocolate, Butterscotch Crunch,

Chikku ,Mango, Butterscotch, Ideal Fruity, Pista, Chocolate Chip, Black
Currant, Chip ‘N’ Chocolate, Choco Blast, Seethaphal, Casatta, Anjeer Delight,
Roasted Almond, and Anjeer Delight.

4 liters Family Pack:

Vanilla, Strawberry, Shahi Gulab, Kesari, Pineapple, Chocolate, Mango,

Butterscotch, Pista and Black Currant
Special Ideal Ice Cream Packs

TANGO BERRY ,TWISTER ,MUTKA KULFI,MINI SUNDAE ,TRIPPLE

SUNDAE ,BALL ICE CREAM ,SUNDAE CASSATA,ICE TREAT - Orange,
Pineapple & Cola ,MILKY TREAT - Chocolate, Mango, Pista &
Strawberry,KOOL CANDY - Orange & Pineapple ,ChocoLite - Junior Choco
Bar ,SURPRISE DOLLY ,CHOCO DREAM - Chocobar ,KULFI CANDY -
60ml ,ICONE - CONE Vanilla, Butterscotch & Chocolate ,CHOCO NUTZ -
CHOCOBAR

Diversification
Recently, Ideal’s have diversified into bakery products like puffsand
bread.
The main reason for this diversification was when Ideal’s started
serving Sandwiches, samosas, cutlets at their parlour they were not
satisfied with the quality of intermediate products like (bread for
sandwich) available in the market. Because bread was not of higher
quality as expected by Ideals, so they started producing their own
bread.

Ideal ice cream have their manufacturing plant at Kottara chowki,

Mangalore. This is plant is exclusive for production of ice creams.

And they have their Bakery on market road near Janatha Bazar,
Mangalore.
MARKETING & PROMOTION

In the marketing strategy density there will be the definition of the target group
of ideal and later there will be an assessment of the marketing minimum
variables that the company performs in the market. These variables are product
policy, pricing policy, promotion policy and distribution policy.

Target Group
As ideals provides its customers with a wide range of products, the
market here is not divided. Ideals target customers are people from all age
groups; There is no particular target group which ideals concentrates on.

Product Strategy
Companies are constantly trying to differentiate the products from the
competitors. They bring up new flavours , colour, taste etc as reward to
the loyal customers. When they succeed , competitions may copy their
products with new name and taste as a result the competitors advertising
last only for a short time. Companies therefore need to formulate their
marketing strategy several times during their product life cycle such as
during introduction, growth, maturity & decline stage.
In case of Ideals the same situation is seen. At regular intervals, Ideal
launches new products into the market with the view to stay one step
ahead and to face competition from the competitors.
In consideration with the product strategy Ideals has now launched new
products in the Kulfi candy in pista flavour, matka’s, Mango candy &
mini sundaes launched in 3 flavors in chocolate, strawberry and black
current.
Pricing Strategy
Price is the money value of goods and services. The price of products or
services ie what seller feels worth in terms of money. To buyer it is the
money value that the buyer pays in anticipation of the expected or offered
utility. It is the link between the buyer and sellers.

Factor determining the pricing of the product are:

a) Cost based price
b) Demand based price
c) Competition based price
d) Product based price

Above 4 are the main factors on the basis of which pricing is done.
There are some products of Ideals where the pricing is done on the
basis of demand and cost of the product. That is the fast moving like
Vanilla, chocolate etc are priced on the above criteria
There are some other products which are seasonal. They are slightly
highly priced. This type of pricing is called product pricing.
Another important method of pricing is competition based prices.
Under this, company’s products are priced depending on the prices of
the competitors products.

Ideals have product range from Re.1 to over Rs.300 so it is spread

across the section of society from poor to rich. Its brand section is felt
to different sections of society.
On the whole Ideal offers to its customers a wide range of products at
reasonable prices. Thus it can be said that Ideals is definitely a
success story in catering and making its products available to the
different segments of the society.
Distribution Strategy
This is one of the important elements of marketing mix. It is
concerned with the distribution of products. The primary function of
this element is to find out appropriate ways through which products
have to be moved from primary producers to ultimate consumers. The
success of distribution strategy depends on the efficiency of channels
of distribution.
So, as far as Ideals is concerned their main channel of distribution is
through retailers in order to reach out to as many customers as
possible and so as to make the product available in all corners of the
market.

Factory

Distributors

Caterers Dealers/Retailers Party orders

Consumers
Promotion Strategy
Promotion is one of the 4 major variables of marketing mix, the other
3 being product, price, and place. Basically it is the process of
marketing communication involving information persuasion and
influence and to communicate information from the manufacturer to
the consumer, users and re-sellers. It is not enough if only ideas are
communicated in the promotion strategy but more importantly iot
should motivate and convince customers and it should keep the
customer interested in your product and influence him to keep on
purchasing the product.
Promotion can be done through advertising, publicity, personal selling
and sales promotion. Promotional activities with regard to Ideals are
extra discount offers and Ideals mainly believe in ‘word of mouth’.
Ideals also carry promotion activities through T.V. advertisement,
newspaper advertisement, display of glow sign boards etc.
To the dealers in order to promote the Ideals products they offer
special incentives yearly particularly to those dealers who keep in
stock only Ideal Ice Cream.
There is a scheme where dealer monopoly is given to a retailer who
stocks only Ideal products by not supplying Ideal products to the rest
of the retail outlets near the outlet to which monopoly scheme is
provided.
LOCATION OF PARLOURS
IDEAL'
S (India'
s Largest Ice Cream Parlour)

Market Road, Mangalore - 575 001, India

Phone: +91 824 2440396, 2447872

Ideal Cream Parlour

G.H.S. Road, Mangalore - 575 001, India

Phone: +91 824 2447870, 2428005

PABBA'
S

Lalbagh, Mangalore - 575 001, India

Phone: +91 824 2457925

IDEAL'
S

Empire Mall, M.G. Road, Mangalore - 575 003, India

Phone: +91 824 6551393

E-mail: info@idealicecream.in

Website: www.idealicecream.in
 MARKET ANALYSIS
Findings and analysis:

On the basis of the survey conducted following are the findings and analysis

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CONCLUSION
A business which has deserved and won a high degree of customer loyalty is
generally among the first to profit from good times and one of the last to be
affected by adverse condition. Ideal’s sees that it satisfies all its customers
keeping in mind their wants and dislikes because it believes in delighting the
customer, which every business should attain to remain sound, healthy and
prosperous.

The problem faced is solved very skilfully and quickly and the strategy of the
company is to have a proper target group, good quality product, competitive
pricing and smooth distribution and successful promotional activities.

They say “A mile long journey starts with a small step”. Ideal’s has its small
step taken by providing great quality ice cream where as the journey continues
with million smiles every step which continues with the journey.