A

Report
On
Brand management
Of
Lovely treats ice-cream

Submitted to :
Kabindra shrestha

Submitted by:
Shreya luitel
BBA 8 th semester
 TABLE OF CONTENTS

Summary of product................................................................................................1
Why did I select this product?.................................................................................2
Brand logo and tagline.............................................................................................3
Usp...........................................................................................................................4
Competitors…......................................................................................................5-6
Marketing mix…..................................................................................................7-8
Swot analysis........................................................................................................8-9
Product features…...................................................................................................9
Lovely treats ice-cream.........................................................................................10
Product details…..............................................................................................10-11
Product specification….........................................................................................12
Packaging and labeling..........................................................................................13
Product identification…........................................................................................14
Product promotion….............................................................................................15
Price strategy.........................................................................................................16
Channels of distribution...................................................................................17-18
Transportation........................................................................................................18
Advertisement…..............................................................................................19-21
Sales promotion….................................................................................................21
Place / physical distribution….........................................................................21-22
Schemes….............................................................................................................23
Social message.......................................................................................................24
Questionnaire.........................................................................................................25
 SUMMARY OF PRODUCT

Ice-cream is a chilled, bitterly cold, freeze and flavored dessert usually eaten as snacks
which is made up of dairy products, mostly formulated with various flavors such as
chocolate, vanilla , mints, strawberry etc. Basically it is garnished with toppings such as
nuts, sweets sauces, sprinkles, chocolate chips more often with fresh or dry fruits.
Normally it is composed with various eatable colors obtained from plant products like
leaves, flowers, seeds, roots and animals to make ice creams look attractive. As my
product is entirely associated with ice-cream. To impart the ice cream in market as a
brand I have given the name of “lovely treats ice-cream”.
Ice creams are rich in calcium which also consists of vitamins like A , C , D and E. Plus
nutrients in ice-cream are good for bones and immune system. more than that it is the
best treats in the desert game, that creamy goodness has a way of bringing people’s joy
, happiness and comfort whether it’s during the peak of summer or the dead of winter.

1
 WHY DID I SELECT THIS PRODUCT?

Ice-cream is the ultimate treat and one of the best way to cool down in the summer. Young
Or old, some creamy or icy ice-cream is a crowd favorite. There are so many choices for
Flavors from tangy barriers to soft and sweet fruits and nutty, milk or chocolate goodness.
Also when made with no little added sugar and more natural and high quality ingredients,
it can also be a healthier dessert choice. Everyone loves a good scoop of their favorite ice cream as
ice cream has a huge market and more ice-cream lovers around the world. So, I choose this product
even though there is plenty of competition in the ice-cream industry.

2
BRAND LOGO & TAGLINE

3
 USP [UNIQUE SELLING PROPORTION]

USP 100 % natural ingredients with quality, premium quality along with various flavors. The
product is quality tested and has much denser texture.
PRODUCT AVAILABILITY It sells the product at national level.

4
 COMPETITORS

PARENT COMPANY– AMUL

CATEGORY - DAIRY
FOUNDED – 1946
HEADQUARTER – GUJARAT, India
TARGET GROUP \ MARKET – KIDS AND YOUTH
WEBSITE – WWW.AMUL.COM

USP Made from 100% natural ingredients, good quality and affordability.
 Amul ice creams are made up of fresh milk and fresh cream blended with the flavors, fruits
and nuts.

5
 PARENT COMPANY- MOTHER DAIRY
CATEGORY- DAIRY
FOUNDED - 1974
HEADQUARTERS – DELHI, INDIA
TARGET GROUP \ MARKET- MIDDLE AND UPPER CLASS FAMILIES
WEBSITE – WWW.MOTHER DAIRY. COM

USP It is India's own producer of milk products, premium quality.

 Mother dairy ice-cream has always been everybody’s favorite. It is dedicated manufacturer
for mother dairy increase with a capacity of approx. 60000 its per day.

6
 MARKETING MIX

Marketing is a part of the business describes how the products or services will be distributed, priced
and promoted. Marketing mix is a set of controllable marketing tactics used by business to
promote their product and achieve its marketing objectives

PRODUCT
Product is the item that business make with aim to fulfill the needs and wants of the customers. It is
also the item that business sold to customer for our company, our product is the ice-cream.

PRICE
Price is the value or amount that customer pays to buy a product. For e.g.; lovely treats ice-cream,
we need to consider the cost of production of our ice-cream ,price of our main competitor and our
potential customers in order to succeed this competitive market.

PLACE
The location of our company is at Gatthaghar,Bhaktapur .This is because we see many walk to
opportunities at that area as there are many students and working adults. It is very easy for them to
our shop as it only takes few minutes to walk to our shop. But in future, our goal is to locate our
business to a Shopping complex such as Bhatbhateni, Eyeplex mall,etc.This is because we plan to
spread across our business and let more people know about it.

7
PROMOTION

we have adopted several marketing strategies to market and products in the consumer market. we
don’t want to spend excessively on marketing as we are not established brand yet. However, we
have promotional tactics through brand advertisement, via radio, television, newspaper , magazine,
billboard through celebrity brand ambassador. We will take part in several events like distributing
pre products during school events, or sports days as we are firm believer of sales promotion activity,
discount schemes and trade promotions. Several discount options like 20% extra and one free with
other will be our marketing strategy.

SWOT ANALYSIS

Swot analysis is a strategic planning method used to evaluate the strengths , weakness,
opportunities and threats involved in a project or in a busines venture. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that
are favorable and unfavorable to achieving that objective.

 STRENGTH
 Newly established company producing quality product with good taste.
 Directors are well experienced and credible.
 Wide variety of unique ice-cream and dessert flavors.
 WEAKNESS
 Newly established company having less market.
 Difficulties in penetrating a new market.
 Tough competition in the market from international and national ice-cream product.
 Seasonal sells of the product.
 OPPORTUNITIES
8
  Rising income , change in lifestyle, party ,cultures.
 Large young population and very hot summer.
 Growing ice-cream market.
 High economic growth.
 THREATS
 There is threat of competition from international and national brands like cream
bell, frosty ,DDC, Nd ‘s, etc.
 Low income population and threat of infrastructure.
 Economical and regulatory changes.
 Threat of substitutes.

PRODUCT FEATURES

Lovely treats ice-cream are made from pure cow milk, real ice-cream without chemical use.
 No added vegetable oil, hence no frozen dessert.
 No differentiation in quality standards of consumer.
 Institutional packs; strict standards than specified by NBSM (Nepal bureau standards
and metrology) for more fat and less air to give creamier feeling.

9
 LOVELY TREATS ICE-CREAM
Lovely treats ice-cream sells dairy products, desserts, especially ice-cream at a national level
through its sales and distribution network for marketing food items. Lovely treats ice-cream provide
its product to consumers at competitive prices. Lovely treats ice cream launched in the year 2022
has shown continuous growth and boasts of approximately 55% market share in kathmandu,
chitwan, birendranagar, itahari,biratnagar.

PRODUCT DETAILS

10
PRODUCT COMPANY – LOVELY TREATS
CATEGORY – DAIRY\ DESSERT
FOUNDED – 2022
HEADQUARTER – GATTHAGHAR ,BHAKTAPUR
TARGET GROUP \MARKET - YOUNG ,KIDS ,ALL PEOPLE IN UPPER AND MIDDLE
CLASS
WEBSITE – WWW.LOVELY TREATS ICE CREAM.COM

Segmentation Target market positioning

Ice-cream for Quality Kids and adults,all people A healthy, tasty as a food
desserts Conscious in the upper and middle a dairy
adultd and brand classes.
children's

 Best ingredients'; pure cow milk, fresh milk, premium quality nuts and fresh
hygiene maintained fruits.
 Manufacturing facility; made in ISO(International organization standardization) and
HACCP(Hazard analysis critical control point) certified state of the art plants with strict
hygienic standards to ensure food safety.
 Profit and sugar free probiotic (live microorganisms that are intended to have health benefits
when consumed or applied to the body). They can be found in yogurt and other fermented
foods, dietary supplements, and beauty products .“lovely treats ice-cream” will be the first
certified company in Nepal to introduce probiotics in ice-cream and sugar free probiotic
products.

11
 PRODUCT SPECIFICATIONS

COMPOSITION Fat
13%
Protein
4%
Added sugar 15%
Also ,added colors,
flavors,nuts,fruits,topping,etc
NUTRITIONAL INFORMATION Amount, per 100 ml Energy, k
cal 115.0 Energy from fat, k
cal 64.0 Total fat g 7.1
Cholesterol mg 18.9 Total
carbohydrate 10.7 Added
sugar 8.0
Protein g 2.0
Calcium mg
95.0
Approx, value for vanilla flavor ice-cream .
SHELF LIFE\EXPIRY DATE Ice candies, plain flavor(No added nut,
fruit,topping,etc) – 12 months Nuts \ fruits
flavor – 6 months'
Ice ceam cake -4 months
[please see idividual pack for
expiry date]
STORAGE CONDITION 18 °C or below

12
 PACKAGING AND LABELING
Packaging and label designing are the units that bring better results through the marketing and
promotional medium. It tends to be the appropriate way to encourage potential buyers and build
trust on the product to purchase it. The package designing and label designing have been important
and constantly evolving phenomena for several decades which often enhance the point of sale atio.
Packaging design and labeling design include the creative designr ,container design, can label
design, sticker design, proper packaging design and design of any brand product can surely lead the
brand identity to greater success. The marvelously creative team of “lovely treats ice-cream is ready
to provide the product packaging design and label designing services for an impactful promotional
strategy of the product and its success in the market. Lovely treats ice-cream along with designing
also gives utter importance to the factual content to be added to the package and label which
increase the trust of the customer on the brand and accepts it easily. Lovely treats ice cream has
magnificently projected its package designing and label designing services, which will give
surprising result to the brand ,products, sales, acceptance ratio.

13
 PRODUCT IDENTIFICATION

Product identification is a broad category of labeling that includes functions such as brand
protection and various information labels with a rapidly changing business environment and
constant threats from theft and counter felt products ,product identification. Labeling is critical
product traceability provide the ability to track a product through the manufacturing process and to
the end user. Lovely treats ice-cream makes custom product identification labels that incorporate a
water mark that is identification labels that incorporate a water mark that is only visible under Uv
lights, making these labels hard to duplicate. These labeling suppliers make product identification,
labels that cannot be removed and reused. Name plates “product identification labels on durable
goods must be rough . All of the labeling options used for product identification labels on durable
goods.

The lovely treats ice cream manufacture will;

1. Display their name or registered trade name or registered trade mark.
2. Display the address where the manufacturer can be contacted.
3. Furthermore, we the manufacturer will ensure that products bear a type, batch, serial
number or other element allowing the product to be identified and traced.
4. Display a website or replace the contact address; considering additional information.

14
 PRODUCT PROMOTION

We have adopted several marketing strategies to market and products in the consumer market . We
don’t want to spend excessively on marketing as we are not established brand yet. However, we
have promotional tactics through brand advertisement, via radio, TV, newspaper, magazines,
billboard through celebrity brand ambassador. Our ice cream company also believes in personal
selling i.e. oral presentation of message in the form of conversation with customers. There are cost
effective techniques for promotion of the products:

 Broachers and stall in malls and fairs.

 Awareness campaign
 Online advertisement and promotions.

15
 PRICING STRATEGY

Price mix refers to important decision related to fixing the price of a commodity.our pricing
strategy is to kept high and promotion is kept high as the product is to provide the cream layer of
the society having passion for the health and ice-cream. pricing is the value that is put to a product
or service. Pricing strategy is targeted at customers and against competitors. The four basic pricing
strategies are;

 Premium pricing :
High price is used as defining standards. Such pricing strategies work in industries
where a strong competitive advantage exists for the company.
 Penetrating pricing :
Price is set artificially low to gain market share quickly. This is done when a new
product is being launched. Prices will be raised once the promotion period is over and
market share objectives are achieved.
 Economy pricing:
No frills price. Marketing and advertising costs are very low. Targets the mass
market and high market share.
 Skimming strategy:
High price is charged for a product till such time as competitors allow after which
prices can be dropped. The idea is to recover maximum money before the product
attracts more competitors who will lower profits for all concerned.

16
 CHANNELS OF DISTRIBUTION

Channels of distribution refers to the people on middle men who help in distributing the goods.
There are types of channels such as direct and indirect. Our lovely treats ice-cream company has
selected two level channel of indirect channel because it is the best way to enter into the market. It
is the network of intermediaries such as wholesalers, retailers, distributors, agents, etc, who carry
out a number of interrelated and coordinated functions in the flow of goods from its source to its
destinatio

DIRECT CHANNEL
There are certain instances when the producer sells goods directly to their customer, then such a
channel is known as a direct channel. Hence, no middleman exist in the case of the direct channels.
And so, the “lovely treats ice-cream” company supply the product to the customer via their own
online or retail store or sales man at the customers doorstep and arranging their own delivery
system. It is also called a zero level channel.

INDIRECT CHANNEL
when the producer produces goods on a large scale, it is difficult to make direct selling of the goods
to the customers. In this way, middleman came into the picture to ensure the goods to its customers.
It may include wholesalers and retailers.

o One level channel:

where only one middleman(either wholesaler or retailer)is involved.
o Two level channel:
where two middleman (both wholesaler and retailer) are involved.
o Three level channel:
where along with wholesalers and retailers, the mercantile agent is also involved.
17
 HYBRID CHANNEL
The combination of the direct channel and indirect channel is called the hybrid channel of
distribution. This attracts more consumers and facilitates more sales.

TRANSPORTATION

It involves physical movement of goods from one place to another. For ‘lovely treats ice-
cream; I would choose 'road transport’ with the help of truck Because of;

 Cost effective:
Road transport system is cheaper, cost effective and it is ideas for my new business.
 Monitor location of goods:
Generally, the trucks include of GPS(Global Positioning System),thus I can track the
location of my trucks easily.
 Wide coverage:
This will help me in covering large geographical area, as roads connected to remote and
district parts of the country, also I would choose lovely treats ice-cream truck with
refrigeration system, so that ice creams remain free zed until consumed.

18
ADVERTISEMENT

19
Advertising is the process of communication with the potential layers involving Information
presentation and influence. It includes all type of personal and impersonal communication with the
customers. I will advertise my product through following ways:

 On internet .

Advertising on the internet is the most effective way to promote my product. It is quick
and cost efficient. These days almost people are searching, which include 10% of
children and youths.
 On newspaper

Newspaper advertisement is more affordable and it reaches more customer and generally the
readers spend considerably more time interviewing information in the advertisement.

20
  In cinemas:

it delivers our message to a capture audience. On screen copy can use full sight, sound and
and motion to increase ads recall.

SALES PROMOTION
Sales promotion refers to the short term incentives which are designed to encourage the buyers to
made immediate purchase of product and boosts the sale of the firm. We bring a short and
immediate effect on sale And helps to win over the competitors.

PLACE / PHYSICAL DISTRIBUTION

 People:
people refers to our workforce. It also refers to all of the other relationships we need to
keep our business running smoothly, including:
21
 Customers
 Vendors
 Suppliers
 Partners
 Investors

 Process:
process as a large scale concept, is the actions our business takes place to perform a
specific functions. Businesses of all sizes has lot processes including:
 Delivering a service
 Creating a product
 Making a sales presentation
 Answering the phone
 Providing information to customers

 Product:
Our product is what our business has to offer it. Our product –including our brand and
our image. is the most visible part of our business and as such deserves the lions share
of your focus. But not to the detriment of people and process.

22
 SCHEMES

A organized plan or program of action, the variables such as price, promotion and service, managed
by an organization to influence demand for a product or service. we have compiled a few fun
marketing ideas that can help our wholesale ice- cream business increase sales and expand into new
markets.

Make a fun ice cream challenge/contests.

1. Organize the event advertising our ice cream product with various flavor's involving /
collaborating with schools, colleges, or other events.
2. Hosting a sundae making event( a dish of ice-cream with added ingredients such as
fruits, nuts and sugar.)
3. By sponsoring party to get our product(brand name) out there.
4. Create a tasting bar at our local grocery store.
5. Organizing the campaign program influencing our product to the market.
6. Providing various optional offers.
To the customers directly from the ice-cream store for instance buy 1 get 1 free, buy 1
family pack and to get cone ice-cream free. Get up to 20% off on every product.

23
 SOCIAL MESSAGE
We have focused on using only natural flavors so, no-artificial discharge of waste is there in air,
water, and soil. we have been very careful while setting our production units by not choosing more
forested areas!

5% of profit will go to ‘ women empowerment’ and 5%

The first activity that we will be performing in promoting this idea by visiting schools and colleges
funds directly goes to orphans.
the main purpose of visiting schools and colleges. I will be to create awareness of this concept of
“lovely treats” will tie its corporate social responsibility efforts to its core mission. It will commit
cleaning
its brandamong students,
to effort as they
to relieve and are the future
ultimately endofilliteracy
a countryand
andpoverty
should in
know
women and be cleared with
empowerment.
“lovely
the treats”
concept looks forward
of cleanliness and itstoimportance.
launch nationwide
For this, wecampaign to end
will visited illiteracy
classes and provide
and interrogate with
education materials to orphans and women's, girls.
students and lectured them that cleanliness is half godliness and its their responsibility to keep their
surrounding clean and should always throw their garbage in dustbins.

24
 QUESTIONNARE
Name –
Age –
Location –
1) Did you like the name of my product?
a. Yes b. No
2) How often do you eat “lovely treats "ice-cream?
a. Everyday b. once in a week c. once in a month d. once in every months
3) Which of the following ice-cream brand do you like the most?
a. Amul b. mother diary c. lovely treats
4)How do you like the service provided by our outlets?
a. lovely treats store b. super markets c. ice-cream cards d. carts
5) we have lots of flavors, among them which one is your favorite?
a. chocolates b. cookies and cream c. buttered pecan d. strawberry
6) On what basis do you evaluate ice-cream brand?
a. Taste b. healthy ingredients c. price d. packaging e. reputation of company
7) How is the taste of lovely treats according to you?
a. Good b. average c. bad
8) Your suggestion please

25