Arun Ice-Cream

Topics: Tamil Nadu, Marketing, Trademark Pages: 2 (491 words) Published: May 22, 2013
Arun ice-cream
Chandramohan started its business into ice-creams from a small room in 1970 next to his uncle’s textile shop. As it was situated in a busy market place and delivering the customer’s fresh ice-cream from the factory Arun banged the profit of 40,000 in the first year of its business. Than Chandramohan though an expansion and for Arun he went for three fold expansion. Eventually the business began stagnant where expansion increased cost with sales not increasing in the ice cream. Arum ice-cream was unable to meet the expenses t Chandramohan used Me-Too tactics for not losing the brand Arun.

With no knowledge of books regarding the business strategy and having learnt every move of the business in a hard way he thought of joining the Davar’s college an institution offering specialized short duration programme h for working executive courses. He pursued into marketing and personnel management.

Coming back with a degree from Davar’s college he was also confident and ready with the bunch of ideas to implement into the business and studying the customers he implemented the cold-chain model. Where he saw the big brands like joy and kwality not targeting the college canteen where there was a huge market to make a product a brand name. He started with IIT Madras and went on signing contracts from different places. He accepted the JIT concept and started earning profit from that Arun tried to also capture the interior market of TN and few ports like Pondicherry, Madurai, Kumbakonam and Sivakasi in Tamil Nadu.

He started advertising Arun ice-cream through hoardings and banners. Where he introduced Sit and eat the novel method where it increased the popularity of Arun. From 1981 replicating the model by opening two new franchises without a clue that Chandramohan has started the franchises business for Arun he distributed its product through franchises. He also incepted the concept of exclusive parlours.which increased the turnover from...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Ice Cream Market in the US 2014-2018 Essay
  • Marketing and Ice Cream Producers Research Paper
  • Arce Dairy Ice Cream Essay
  • The ice cream industry of Bangladesh Essay
  • Milk and Ice Cream Essay
  • The Chattanooga Ice Cream Division Essay
  • Microeconomics Ice Cream Analysis Essay
  • SWOT Analysis Ice cream shop Essay

Become a StudyMode Member

Sign Up - It's Free