INSTITUTE OF TECHNOLOGY AND MANAGEMENT

PGDM GLC HR

BATCH 2016-18

PROJECT REPORT

ON

PRODUCT ANALYSIS ON NATURALS ICE CREAM

SUBMITTED TO

DR. KAVITA SHETTY.

 GROUP NO 1

SR. NO NAME ROLL NO

1 AKANKSHA MENON 28

2 ABHIMANYU SIRMAL

3 CHANDNI NANDY 17

4 DHRITI ROY 01

5 DEEPIKA SINGH 43

6 PREETICHANDRA SUPEKAR 38
 INDEX

SR NO TOPIC

1. About the Company

2. Mr Raghunandan Kamath

3. Product line

4. Factory and Store Location

5. Process of Manufacturing

6. Business Format

7. Feature of the Store

8. Competitors

9. Future Plans

10. Demand and Analysis

11. Our Views

 ACKNOWLEDGEMENT

It gives us a great pleasure while submitting this project on the topic

“Product Analysis of Naturals Ice Cream”

We thank Prof. Kavita Shetty for guiding us throughout this project work and
also for motivating us in different ways. She has been the tremendous helping
hand in completing this difficult task, had an easy or any time access to such
knowledgeable and guiding spirit.

We feel there is ample scope of improvement upon the work of this nature and
shall be thankful if any suggestion is offered for its improvement.

We express our deep gratitude towards family members, who helped us in

giving a final shape and structure to this project work.

We are also thankful to all those seen and unseen hands, which have been of
direct or indirect help in completion of this project work
 1.ABOUT THE COMPANY

It's natural. It's yummy. Those who have tasted it, swear by it. The unique
feature of the ice creams manufactured by Natural Ice Cream is that they
contain no artificial flavours, no preservatives or stabilisers, only fresh fruit
pulp or dry fruits.

Itis an ice cream brand owned by Mumbai-based Kamaths Ourtimes Ice Creams
Pvt. Ltd.It was founded by Raghunandan S Kamath who started it as a 300-sq-ft
ice cream parlour at Juhu, a northwest Mumbai suburb, in 1984, the brand is a
runaway success. The company manufactures under Kamaths Ourtimes and
retail operations under its subsidiary company Kamaths Natural Retail Pvt. Ltd.
Kamaths Ourtimes is an ISO 22000:2005 certified company.

In the fiscal year 2014–2015, with a total retail area of 60,000 sq. ft., the chain's
annual retail turnover crossed 115 crores.

MISSION STATEMENT OF THE COMPANY

 The company spends less than 1% of its sales revenue on advertising

relying upon brand recognition and word of mouth to attain revenue.
 Mouth to Mouth Publicity.
 1. Mr. RAGHUNANDAN S KAMATH-
Ice Cream into a success story

The journey of R S. Kamath, founder of Natural Ice Cream, was long and
accounts to a quarter of a century. But like most successful businesses, success
did not happen over night

The journey started in his younger years, while assisting his father, a fruit
dealer, when he got his expertise in fruits. Later on, while working with his
brother who ran a chain of eateries and served ice cream, he learnt all about ice
cream. This powerful combination lead to the creation of Natural Ice Cream.
However, like most journeys, there are always hurdles to cross. One such hurdle
was the equipment used to make the ice cream. Because of its manual use in
nature, it became quite a task to increase the production capacity and keep up
with the rising demand. So Mr R S. Kamath invented a machine that could
produce more ice cream using the same method. In the process he also invented
a machine that could de-seed fruits in a very short time.
 2.PRODUCT LINE
All the products are either fruits, dry fruits or chocolate or coffee based. Further
there are even some of fruit flavours which are seasonal and are available only
during the particular months of the season. They can be categorised as follows:

ICE CREAM FLAVOURS

OTHER THAN
ALL TIME FRUITS SEASONAL FRUITS FRUITS

A. ALL TIME FRUIT FLAVOURS

These flavours are available throughout the year which includes

Guava

Jackfruit

Papaya Pineapple

Peach Apricot: Luscious sweet peach essence enhanced with full flavoured
apricots

Tender Coconut: A sweet treat that any coconut lover will enjoy

Watermelon: A juicy treat that will help you beat the heat of the Indian summer
Chickoo: A mouth-watering delight that will please your palate

B. SEASONAL FRUIT FLAVOURS

These flavours are available only for a particular time period based on their
seasons.

FLAVOUR AVAILABILITY

Mango March- June

Strawberry November-March

Kala Jamun April- June

Sitaphal July- November

Litchi May-June
 C. OTHER THAN FRUIT FLAVOURS

Apart from their fruit flavours they have a wide range of flavours with dry
fruits, chocolate and coffee. These flavours are

Choco Almond

Roasted Almond

Choco Cream

Coffee Walnut: For those who absolutely love coffee, indulge in the rich taste
topped with walnuts

Kaju Kismis : tempting treat made of cashew nuts and raisins is a great source
of energy

Kesar Pista: A traditional mix of saffron and pistachio with a hint of cardamom,
this is one flavour that you will never forget

Malai: True to its name, Malai ice cream spells pure delight with its rich and
creamy taste

Cholobite: real chocolate chips this ice cream defines heaven with every bite

Anjeer: Another dry fruit flavour that is bound to surprise you

 3.FACTORY AND STORE
LOCATION
 THE FACTORY

Since the art was discovered, artisan ice cream has traditionally been made
using a hand churner. Famously known as India’s highest retailer in
manufacturing artisan ice cream, Natural Ice Cream has created history. They
have combined traditional and contemporary methods of making ice cream at
their 25,000 sq. ft. state-of-the-art factory in Kandivali (Mumbai) , equipped
with special freezers and other storage units.

The idea of the machine was designed by non other than the owner Mr Kamath
himself. The new factory has helped them double the production capacity.The
franchises may be many, but the manufacturing hub is just one. Every morning,
a fleet of trucks rolls out from the factory carrying the ice cream to all the
Natural outlets, thus ensuring quality is not compromised
  THE LABORATRY

Every stage in the process of making Natural Ice Cream has an interesting story
to tell - right from picking the fruit from the tree until the time you take a bite
out of that wholesome scoop from the bowl. All stages of are imperative as
they are all interlinked. At the laboratory, they conduct tests and research to
create new flavours.

 STORE LOCATIONS

The chain currently has 120 doors across India, with 5 stores under direct
control and the rest as franchised locations. The stores are present in key cities
of :

Maharashtra

Gujarat

Goa

Karnataka(Bangalore)

Andhra Pradesh

Jaipur

Kerala

Madhya Pradesh

Chhattisgarh

Delhi
 4.PROCESS OF MANUFACTURING
The best way to turn something into a great success is to use your knowledge
about the one thing you are passionate about. The success story of Natural Ice
Cream lies in the extensive knowledge of Mr. Kamath who created a revolution
in frozen dessert in India. He used his expertise in fruit and the traditional
process of making ice cream. Deep in tradition and true to our roots, Natural Ice
Cream redefines the combination of traditional and modern creativity

The stages of Manufacturing are as follows:

1. PURCHASE AND PROCESSING OF RAW MATERIALS

The majore ingridients used are Fruits, Chocolate , Dry fruits, milk and
sugar.There is no use of any preservatives, stabilisers and artificial
colours or chemicalswhich makes it rich and creamy
In this stage the following activities take place

A. Fresh Milk

i. Filtration and clarification to separate solids from liquids

ii. Evaporation to eliminate microbes
Buffalo milk brought daily to the factory in tankers undergoes
elaborate treatment to maintain the prescribed bacteria count, and
is then thickened by reducing the water content. The process,
called Falling Film Evaporation, uses a triple cylinder machine to
bring the milk's temperature to 30 degree C, before cooling it down
to 4 degrees and then heating it to 90 degree C in four minutes.
Cooled again to 4 degree C, it turns into condensed milk - the way
it is needed for ice cream production.
 iii. Quality checks to look for microbial counts, ensure zero bacteria
and to test each batch
B. Fruits
i. Fresh fruits from the vendor
ii. Washing
iii. De-skinning
iv. De- seeding – initially this was done manually but due to an
increase in output, machines are now installed for this purpose.
v. Pulping – Removing the edible portion of the fruit.
vi. Quality Checks
C. Dry Fruits
i. Dry Fruits purchased from the vendor
ii. Cleaning
iii. Crushing
iv. Quality Check
v. Dry Fruit Pulp

2. MIXING THE INGRIDIENTS AND FREEZING

Condensed milk, fruit puree and ice churn together in a machine freezes
the ice cream to minus4 degree C within six minutes. The temperature is
then lowered to minus 18 degree C using a spiral freezer.
All it takes is one hour and one turn.
3. PACKAGING AND STOREING
Finally the ice cream is packed in boxes and loaded into crates along with
plenty of dry ice to keep it from melting, before being carried away in
temperature-controlled trucks for the day's consumption.

Th employess in the factory work for 8 hours to produce 14 tonnes of ice cream
everyday.
 5.BUSINESS FORMAT
WHAT IS FRANCHISE ?

The authorization granted by a company to sell or distribute its goods or

services in a certain area.

There are three major types of franchises - business format, product, and
manufacturing - and each operates in a different way

Business Format
FRANCHISE

Product

Manufacturing

1. BUSINESS FORMAT FRANCHISE

In business format franchises (which are the most common type), a

company expands by supplying independent business owners with an
established business, including its name and trademark. The franchiser
company generally assists the independent owners considerably in launching
and running their businesses. In return, the business owners pay fees and
royalties. In most cases, the franchisee also buys supplies from the
franchiser. Fast food restaurants are good examples of this type of franchise
2. PRODUCT FRANCHISE
With product franchises, manufactures control how retail stores distribute
their products. Through this kind of agreement, manufacturers allow
retailers to distribute their products and to use their names and
trademarks. To obtain these rights, store owners must pay fees or buy a
minimum amount of products.
Naturals Ice-cream follow Poduct Franchise.

3. MANUFACTURING FRANCHISE
Through manufacturing franchises, a franchiser grants a manufacturer the
right to produce and sell goods using its name and trademark. This type
of franchise is common among food and beverage companies. For
example, soft drink bottlers often obtain franchise rights from soft drink
companies to produce, bottle, and distribute soft drinks.
 6.FEATURES OF THE STORE

 COST OF THE ICE CREAM

The cost of the ice-cream is ₹50/- per scoop for all the flavours, for fresh
waffle cone ₹10/- extra is charged.
Per 500g pack are charged at ₹230/-

 NEW INTRODUCTION
They have recenty introduced ice cream shakes which is charged at
₹140/-

 ONLINE PURCHASE AND OME DELIVERY

An inovative idea customer can now place their order online or even ask
for free home d
elivery from their nearest outlet

 SPECIAL FLAVOURS OON FESTIVE SEASON

During festive season naturals have special flavours that are available
only n that particular day
Example : Thandai flavoured ice cream during Holi.

 FRIDAY FUNDAY FLVOUR OF THE WEEK

Throughout the month they have a special flavour of the week on evry
Friday’s

7.COMPETITORS
Competitor is any business that provides similar products or services
The major competitors for Natural Ice Cream are as follows
I. AMUL

 Formed in 1986 , based in Anand (Gujarat)

 Brand Managed by co-operative body Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 3.6 million milk producers in Gujarat.
 Founder-chairman- Late Dr. Verghese Kurien
 No 1 Ice cream brand in the country
 4 times large than its nearest competitor

Features
 Wide variety of flavours
 Flavours for health conscious buyers
 Heavy advertisement
 Other products of the brand available at the Ice cream
parlour
 Available at all Retail outletstimes large than its nearest
competitor
 Economic Pricing
  The price of a scoop ice cream ranges from ₹25/- to ₹50/-
based on the flavours.

II. BASKIN ROBBINS

 Burton "Burt" Baskin and Irvine "Irv" Robbins had a mutual

love of old-fashioned ice cream and the desire to provide
customers a variety of flavors made with ingredients of the
highest quality in a fun, inviting atmosphere.
 Started in the United States and in 1970s the chain went
international, opening stores in Japan, Saudi Arabia, Korea
and Australia.
 One of the diverse business of Graviss Foods Pvt. Ltd
 Started in India in the year 1993 , first store in Mumbai
 Spread across the country it has more than 400 outlets in 95
cities

FEATURES
 As the logo suggests 31 unique flavours
 International Brand
 Order online
 Available across majore Retail stores
 Caters to premium channels like star hotels , leading airlines
 Apart from ice creams they have floats , shakes and cakes
  The price of a scoop ice cream ranges from ₹68/- to ₹144/-
based on the flavours and size
III. KWALITY WALLS

 Amalgamated brand name created out of two previously

separate independent companies that Hindustan Unilever
took over: Kwality of India and Wall's of Great Britain
 Founded in the year 1956
 Swirls parlour first started its operation in 2004 with the 1st
outlet in NCR
FEATURES
 Customised flavours available ate the swirls parlour- “Create
your own Happiness”
 Available in all retail stores
 The price of a scoop ice cream ranges from ₹70/- to ₹120/-
based on the flavours
 8.FUTURE PLANS

 Natural ice-cream plans to extend their market to overseas market

primarily Singapore and Dubai.
 In the next 2 years’ Natural ice cream are planning to increase the number
of outlets to 250.
 It will introduce new flavours and a range of low-calorie Kulfi,
milkshakes and ice cream.
 9.DEMAND ANALYSIS
In our study of Natural Ice cream, it was found that when there is a slight
change in the prices the demand remains inelastic. Suppose the price rises from
₹38/- to ₹50/- there is no change in demand.

Therefore, Natural Ice cream has inelastic demand curve.

In the above diagram, quantity demanded is plotted on the X axis and price is
plotted on the Y axis. P1 is the initial price and P2 is the increased price. So we
see that when the prices rise from P1 to P2 the quantity demanded remains
unchanged.
 10. OUR VIEWS
 Affordable prices make it pocket friendly

Compared to its competitor’s naturals is available at affordable prices and there

is no differentiation of prices on the bases of flavours

 Natural flavours and Healthier flavours compared to other brands

The best part about this product is it has variety of fruit and dry fruit flavours
and there are no extra preservatives added in the manufacturing process which
makes it a healthy option to consume.

 Seasonal flavours is its biggest eye catcher

We all enjoy the fruits during its particular season and getting a flavour of ice
cream in it is just like the icing on the cake.

 Can get into heavy advertising

All the competing brands of ice cream are the old brands that are into heavy
advertising compared to them the advertising of naturals is much less which is a
major reason that the most consumer are not aware of the product

 Non availability at retail outlets a major setback

Again a major disadvantage for naturals is that it is not available at any retail
outlets other than its franchise stores.

END