Parent company
Category
Food processing
Sector
Tagline/ Slogan
USP
Segment
Target Group
Positioning
1. Educational institutions.
2. Supplies to ships calling at the Madras Port(ship chandler).
The rest 95 % of the total Madras market, represented by other three
segments:
1.General provisions and departmental stores with deep freezers.
2.Hotels and Restaurants.
3. Social events, mostly wedding parties.
This market was occupied by other big banner competitors
(Dasaprakash, Joy, Kwality).
1. Educational institutions:
Typically the college canteen and the hostel mess was virtually
COMPETITORS:
KWALITY in the North and the East
KWALITY and VADILAL in the West
DASAPRAKASH in South
JOY in South
SWOT Analysis
STRENGTHS:
1. Unparalleled service to customers through exclusive franchise
parlors
2. More than 70 mouth-watering ice cream flavors and
combinations
3. The first Indian ice cream brand to be certified ISO 9000
4. Attracting more children by offering various schemes along
distribution.
WEAKNESS:
1.Stronger competition stifling its growth.
2. Brand visibility lower than other major players.
OPPURTUNITIES:
1. Explore the premium segment and come up with varieties,
THREATS:
1. Other competitor's also offering products at similar quality
and price.
2. Most people are not really brand conscious, so loyalty
might be an issue.