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    Dairy Day Icecream: Domain: Marketing Team 34 Darshana Jha Oindrila Mohinta

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    DARSHANA JHA
    Dairy Day Icecream is introducing a new low-calorie, low-fat, high-protein ice cream brand called Creamy Cravings. The document discusses key considerations for marketing the new brand in India, including focusing on health positioning and highlighting the sugar-free and reduced-fat formulation. It also outlines a 4P marketing plan involving digital and influencer promotion, an online and retail placement strategy, and an affordable pricing structure to target both mass and premium customers. Major consumption trends in India's growing ice cream market like rising incomes and health consciousness are creating opportunities for such healthy brands.

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    Dairy Day Icecream: Domain: Marketing Team 34 Darshana Jha Oindrila Mohinta

    Uploaded by

    DARSHANA JHA
    59 views13 pages
    Dairy Day Icecream is introducing a new low-calorie, low-fat, high-protein ice cream brand called Creamy Cravings. The document discusses key considerations for marketing the new brand in India, including focusing on health positioning and highlighting the sugar-free and reduced-fat formulation. It also outlines a 4P marketing plan involving digital and influencer promotion, an online and retail placement strategy, and an affordable pricing structure to target both mass and premium customers. Major consumption trends in India's growing ice cream market like rising incomes and health consciousness are creating opportunities for such healthy brands.

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    Icecream campaign

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    Team 34

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    Dairy Day Icecream is introducing a new low-calorie, low-fat, high-protein ice cream brand called Creamy Cravings. The document discusses key considerations for marketing the new brand in India, including focusing on health positioning and highlighting the sugar-free and reduced-fat formulation. It also outlines a 4P marketing plan involving digital and influencer promotion, an online and retail placement strategy, and an affordable pricing structure to target both mass and premium customers. Major consumption trends in India's growing ice cream market like rising incomes and health consciousness are creating opportunities for such healthy brands.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    59 views13 pages

    Dairy Day Icecream: Domain: Marketing Team 34 Darshana Jha Oindrila Mohinta

    Uploaded by

    DARSHANA JHA
    Dairy Day Icecream is introducing a new low-calorie, low-fat, high-protein ice cream brand called Creamy Cravings. The document discusses key considerations for marketing the new brand in India, including focusing on health positioning and highlighting the sugar-free and reduced-fat formulation. It also outlines a 4P marketing plan involving digital and influencer promotion, an online and retail placement strategy, and an affordable pricing structure to target both mass and premium customers. Major consumption trends in India's growing ice cream market like rising incomes and health consciousness are creating opportunities for such healthy brands.

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    © All Rights Reserved
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    of 13

    Dairy Day Icecream

    DOMAIN: MARKETING
    TEAM 34
    DARSHANA JHA
    OINDRILA MOHINTA
    Brand Introduction
    Creamy Cravings

    Satisfy your cravings, hoke ekdum chill


    What makes an icecream
    healthy?

    Low Calorie, Saturated Fat & Not Highly


    Low Fat, High Added Sugar Processed
    Protein Limiting saturated fat intake,
    Products with
    3 to 5 grams per serving, may
    low-calorie under reduce risk of heart disease. shorter ingredient
    150 for medium to To lower calories, artificial lists are normally
    sweetners are added. This
    large servings less processed.
    added sugar shouldn't be
    more than 16 grams per
    serving
    Global
    Competitors
    1 Halo Top.
    2 So Delicious Dairy Free
    3 Yasso
    4 Chilly Cow
    5 Arctic Zero
    6 Cado
    7 Enlightened
    8 Breyers Delights.
    9 Ben & Jerry’s Moo-Phoria Light
    Ice Cream.
    Indian
    Brands
    1 Habbit
    2 Minus 30
    3 Noto
    4 Good Fettle
    5 Get-A-Whey
    6 Bono
    7 Baked Darzee
    8 Bliss Please
    9 Peko Peko
    10 Nomou by Vegan Bites
    Halo Top Icecream
    Generated Interest Through Their Positioning
    Focused on providing comfort & enjoyment, free of guilt of eating unhealthy
    Displayed total amount of calories per-tub on each of their product, making it both eye-catching
    and appealing to consumers, again providing comfort with transparency.
    Their slogans - ‘guilt-free zone’ and ‘no bowl, no regrets’ cement their positioning.

    Digital & Influencer Marketing Localization and Clever Partnership


    Target market - millennial and health and fitness- Partnership with Brand of Brothers - Expansion in Europe, stand out
    conscious audience. on supermarket shelves by selling in UK's big 4 supermarkets,
    Entirely invested on digital: Targeted ads on social Profile raised amongst consumers for as bold & recognisable
    media platforms like Facebook and Instagram. Creating a bespoke ice cream flavour ‘Lemon Wedding Cake’, in
    Slow but Steady Word-of-Mouth: Small and homage to the cake chosen by Prince Harry and Meghan Markle &
    medium-sized fitness influencers, having at least Set up Automated Toppings Machine) in London to dispense
    1,000 followers and 100 likes, and asking them to toppings for the new ‘Platinum Series’ tubs and sticks.
    sample the ice cream or offer a discount code to In the US, the brand invested in paid media, creating national TV ad
    their followers. campaign using a tone challenging the traditional (and overly
    sunny) style of mainstream ice cream brands
    Indian Healthy Icecreams
    Healthy ice-cream segment is still in its nascent stages in India. For instance,
    the dietetic ice-cream segment in India was valued at US$109.1m in 2020 – a
    fraction of the country’s $1.9bn ice-cream market.

    Habbit Icecream Other Icecreams


    First range of ice cream marketed under the brand Wise
    Top brands such as Amul, Vadilal and
    Creams.
    Havmor have rolled out sugar-free, low-fat,
    Charges a premium price for transforming a guilty
    ice creams. However, these products have
    pleasure into a healthier food, without, it says,
    not been positioned as premium and have
    compromising on taste
    failed to strike a chord with urban elites,
    Targets affluent, educated, and health-aware urbanites
    due to the lack of flavour options and
    who are willing to spend on a premium and aspirational
    value-addition such as protein fortification.
    brand.
    Get-A-Whey emphasises that its ice creams
    Claims containing less fat content in Wise Creams - 2%,
    have five times the protein present in
    compared to the usual 17%, and only 30-50 kcal per
    conventional ice-cream products.
    serving – compared to 250-260 kcal in regular ice cream.
    Significant growth in the food and The improvements in cold chain infrastructure,
    beverage sector, and the presence of a including temperature-controlled storage

    Major thriving dairy industry represent the


    key factors creating a positive outlook
    spaces, procurement of trained operational and
    servicing personnel, and application of efficient

    Consumption for the market in India. management procedures, are fueling the market

    growth.

    Trends in
    India's Rising disposable incomes have enabled The rising health consciousness and lactose

    Icecream consumers to afford premium-quality ice intolerance amongst the population has prompted
    manufacturers to introduce preservative-free,
    creams, which has prompted several
    genetically modified organism (GMO)-free, dairy-
    international ice cream brands to expand

    Market
    free, fat-free and organic product variants,
    their businesses in India. This, in turn, is which is contributing to the market growth
    acting as a major growth-inducing factor. further across the country.
    Product
    On the packaging, we need to highlight a
    CREAMY CRAVINGS

    sugar-free, preservative-free, and

    4P Marketing Plan
    reduced-fat formula for ice cream

    along with the common flavours (of


    chocolate-butterscoth-vanilla,) strawberry
    we can introduce natural flavours (lemon,
    basil, cherry, etc.) that encourage the
    taste of health enthusiasts, but also show
    a less-processed healthy product.

    The key utility is to achieve taste, health,


    and reduce carbon footprint by having a
    product healthy for environment and our
    bodies.
    CREAMY CRAVINGS
    Place
    Internet: Post the pandemic, people are now

    4P Marketing Plan
    moving towards purchasing ice-creams from
    online retail platforms like Bigbasket, as well as
    ecommerce platforms, alongside the traditional
    brick-and-mortar store.

    Retail: 60% of the entire ice-cream market is still


    dominated by impulse-buying ice-creams.
    Therefore, it is important to have a presence in
    prominent neighbourhoods like shopping malls,
    super-markets & hyper-markets, parlours, etc.
    Price
    CREAMY CRAVINGS

    4P Marketing Plan
    Affortable range: small quantities can be sold at an
    affordable range of Rs. 40-60 for 50ml based on
    flavours.

    The large bars can be sold in premium metal


    packagings for a higher price of Rs.600 for 1litre
    Promotion
    CREAMY CRAVINGS

    4P Marketing Plan
    Influencer marketing: using instagram health influencers to
    try out our product and give a feedback on their channels

    YouTube health channels can be promoted to host various ice-


    cream recipes using the ice-cream and other products of our
    product-line

    Video ads can be produced and used for both mass-media and
    digital media
    REFERENCES
    LOW CALORIE ICECREAM HEALTHIEST OPTION - HEALTHLINE

    HALO TOP - ECONSULTANCY

    HABBIT STARTUP - JUSTFOOD.COM

    ICE CREAM MARKET OF INDIA - IMARC GROUP

    Thank You

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