NATURAL ICE CREAM

PRESENTED BY: GAURAV KHANNA(A59)

INTRODUCTION
Natural Ice Crme established in 1984 in Mumbai, Natural ice cream has been pioneer in making artisan ice creams using only fruits, dry fruits, chocolates, milk and sugar.

This idea was conceptualised by Mr. R S Kamath.

It also faced challenges such as:

One in term of continually innovating and introducing new product. Tough competition from foreign players.

HISTORY AND STRATEGY

Story began with two unfortunate incidents: One was Kamaths failure into seventh grade. Second was the split with his brothers. In 1984, he wanted to prove himself and thus started an enterprise on its own. He decided to start a ice cream making business in a traditional way . He introduced 15 new flavors and thus sold 12kg of ice cream of which SITAFAL was a biggest hit.

NATURAL ICE CREAM IN INDIAN MARKET

The Indian ice cream market is characterized as a highly seasonal market as in winter The sales falls sharply and in summer there is a step increase in sales.

The market is divided into the:

1.Branded market 2. Grey market 3. Some other small and cottage industry players.

SOME BRANDS OF ICE CREAM WHICH ARE IN HUGE DEMAND:

1. AMUL

2. MOTHER DIARY
3. KWALITY WALLS

CHALLENGES FACED BY NATURAL ICE CREAM

The process is very slow and manual. Keeping the original taste every time was a huge challenge.

Providing fresh ice-cream from all its outlets.

Other challenges like de-seeding SITAFAL .A single person could deseed only 2kg of it a day. Unable to handle the taxation issues.

NATURAL ICE-CREAM S POSITIONING STRATEGY

Natural has been manufacturing 100 percent vegetarian ice cream. 1.Product Range 2.Price 3. Process 4. Physical Evidence

NETWORK
1. Suppliers: The main raw material for ice cream manufacturing are milk, sugar and fruits. Fruits are bought from Metro and APMC market situated in Vashi , Mumbai. All the suppliers are local to reduce the cost of transportation.

2. Franchise: The potential franchise studies the area in terms of its capacity ,competitior and demand factor.

3. Distribution: Distribution is centralized from the MUMBAI factory. For distributing the product from the factory to the outlets in MUMBAI ,NASIK and PUNE ,the company

CONCLUSION
Success and Failure Natural ice cream achieved its success through loyal customers. Mr. Kamath expand its business through continuous innovation and do experiment to provide new and unique flavors to its customers.