*1.0 EXECUTIVE* SUMMARY
‘Lord’s Ice-cream Parlour’, one of the prime ice cream products situated in St. Johns Wood with a good market share is one of the best in that area providing ice cream with fresh taste and modern packaging. It was established in 1998, ‘Lord’s Ice-cream Parlour’, at present uses straight-line technology for manufacturing more than twenty three types of premium ice cream in its factory in Swiss Cottage, producing nearly 530 liters of ice cream each day . ‘Lord’s Ice-cream Parlour’ has a two year marketing plan for current customers as well as its new consumers to attract and satisfy those target groups of consumer. The company wants to increase its market share by 7% and compete with the current and new entrants. For the next two years the company wants to increase its promotional activity. The management has a plan to utilise its one- fourth of its profit for promotional activity. The manager is also planning to increase its branches in two to three different locations. *3.*0* COMPANY* PROFILE
Mission is the organisation’s reason for existence. The mission describes the organisation’s shared values, beliefs and reason for being. ‘Lord’s Ice-cream Parlour’ without playing an exception, being committed to achieving the highest quality products and positioning itself as a good brand by gaining the consumer’s trust aligns effectively to its guided mission that echoes-“The world of great taste”. This includes a dedication to review the existing operations, the evaluations and the creation of the new products by not only manufacturing the highest quality products but also delivering the product by maintaining this high quality. To satisfy the ever-changing needs of the customers, ‘Lord’s Ice-cream Parlour’ is launching regularly new ice creams and introducing new flavours. Thus in a few words it can be said --‘Lords Ice-cream Parlour’ is based the relationship with customer. 4.2 VISION
The message from the managing director of ‘Lords Ice-cream Parlour’ propagates as: “I dreamt of a business venture that would have distinct appeal to society for its unique qualities and eventually will become a role model for other business enterprises. This simple but extraordinary quality is “Be True to The Society.” ‘Lords Ice-cream Parlour’ as being a very prospective SBU’s which is guided by this similar vision. As a result this key philosophy has earmarked ‘Lords Ice-cream Parlour’ as the most trusted and one of the better companies in the country.” 9. OBJECTIVES
To give an insight to the ice cream industry, the company and the product line. To make an assessment of the interaction between ‘Lord’s Ice-cream Parlour’ and its immediate environment and analyse the impact of various trends upon its survival and long-term success. To conduct an investigation of the wide range of strategies pursued by ‘Lords Ice-cream Parlour’ with a view to achieving its objectives. Marketing Objectives:
To analyse the marketing strategies for ‘Lords Ice-cream Parlour’ and assess its target consumers and competitors. To regain the 15% of the inactive member by December 2010. To provide an introduction of the strategic aspects of marketing with particular reference to the analysis of marketing mix. To increase the revenue by 12% by December 2010.
To increase the market share by 7% by December 2010.
To analyse the techniques of segmentation, targeting and positioning of products. To analyse the distribution channels and the role of intermediaries in the distribution network. To develop an appreciation of the need to evolve a promotional mix appropriate to the product. To explain and analyse the role of Marketing Research. To have a clear analysis of the various growth strategies for the market opportunity identification. Research was...