Business Studies Project

(Marketing)Submitted to - MRS. YAVNIKA ARORASubmitted By -Harina , Nilanjana ,

Deepanshu , Bhavesh , Dinesh , Ritesh,

Ravinder.

SP-1, RIICO Industrial Area,Neemrana

(Alwar) Rajasthan

PREFACEWe are pleased to submit project work in Business Studies for class XII.We are extremely grateful to CBSE for introducing this project in Business studies. This project has given me ample opportunity to explore varied areas of Marketing Management, thus increased my understanding of the concepts studied. This has resulted in enhancing my analytical, interpreting and creative skills. The Project work is strictly according to the guidelines given by CBSE. The salient features of this project are: Survey of market Development of Questionnaire Selecting and marketing of product Development of Marketing MixDesigning of label

IntroductionIce-cream is a Frozen Food typically eaten as a snack or desert , usually made from dairyProducts such as milk, cream and offen combined with fruits or other ingredients and flavors. The meaning of the phrase “ice-cream” various from one country to another one country to another. Phrases such as “ frozen custard’, “Frozen yogurt”,“gelalo” and others are use to distinguish different varieties and styles.

Ice-cream can be mass-produced and thus is wildly available in developed parts of theWorld it can be purchased in large cartons from supermarket and grocery stores.

Competitive Brands

Main Five Competitors

1.Amul2.Ben ‘n’ Jerry3.Mother Diary4.Kwality Walls5.London Diary

Amul

Type CooperativeIndustry Dairy/FMCGFounded 1946Headquarters Anand, Gujarat, India

Key peopleChairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)

Products See complete products listing

Revenue US$3.4 billion (2014–15)

Number of employees750 employees of Marketing Arm. However, real pool consist of 3.6 million milk producer members

Slogan The Taste of IndiaWebsite www.amul.com

Type SubsidiaryIndustry Food Processing

Founded Burlington, Vermont(May 5, 1978)

Founders Ben CohenJerry Greenfield

Headquarters South Burlington, Vermont (U.S.)

Key peopleJostein Solheim CEOBen Cohen co-founderJerry Greenfield co-founder

Products Ice creamParent Unilever NVWebsite www.benjerry.com

Type CompanyIndustry DairyFounded 1974Headquarters Delhi, India

Key peopleMr. S. Nagarajan- Managing Director, Mr. Anil Dev-Head Sales

Products

Liquid Milk.Ice CreamsFlavored MilkDahiLassi etc.

Revenue ₹7000 crNumber of employees 3500

Slogan Happy Food Happy People

Website motherdairy.com

KWALITY WALL’S

Type Subsidiary

Industry Food

Founded 1956

Headquarters Mumbai, Maharashtra, India

Products Frozen Dessert

Parent Hindustan Unilever Limited

Website Official Website

London Dairy Premium Ice Cream offers you a truly delicious ice cream experienceThe treat you have always desired, made only from the finest ingredients.London Dairy(R) is the established market leader in the premium ice cream segment. With its rich unique taste and smooth creamy texture, London Dairy (R) offers a truly delicious and unforgettable ice cream experience - that you can lose yourself in!Made from the finest ingredients sourced from all over the world, London Dairy (R) comes to you in a variety of exciting flavors. - a must at every household and party menu - while the range of sticks, bars and cones are enjoyable treats for any time of the day.London Dairy(R) is constantly reinforcing its premium position with innovations that are not only sensitive to the consumers’ discerning requirements but which continually shape the category.

PRODUCT LIST

Cups(A)Chocolate Chip.(B) Vanilla & Cherry.(C)Mint and Oreo.

Cones(i) Strawberry .(ii)Coconut and

Cream.(iii)Orange Blossom.

Tubs1.Chocolate Chip.2. Coconut and Cream.3. Vanilla & Cherry.

OUR PRODUCT, ITS FEATURES

AND U.S.P.

Product is an element of marketing mix representing the tangible and intangible elements offered to the customer in order to satisfy his need.Product is the most visible component of the marketing mix.

Our Product Ice Cream is a healthful food as it is pleasant; that it is nourishing and easily digested.

Features of Our Product: -

Quality ProductsDifferentiated ProductsDifferent FlavorsAffordable PricesCustomer Satisfaction Good are produced according to the need of customers

U.S.P. OF OUR PRODUCT

1. Richcherika’s Ice Cream are According to Customer’s needs , wants and requirement.

2. Richcherika’s Ice- cream has unique logo , quality, taste, and other features which are not copied by others companies.

3. Its Prices are reasonable and affordable by all customers.4. Different features as compared to competitor’s brand mean

Richcherika’s Ice Cream have good quality , more features like unique taste, design logo and other attributes.

5. Ice – cream is superior in quality and continuous improvements are being to enhance its flavor and quality.

PERMISSIONS & LICENCES

>Business license .> License for handling and preparing food.> Tax identification number .> Retail licenses .> Artificial Flavor Permission.

CompositionFat 13%

Protein 4%

Added Sugar 15%

Also Included Stablizers, emulsitiers, colours, Flavours.

Toppings Nuts , Fruits and Others Toppings etc.,

Storage Below – 18 C

(Amount Per 100 ml)Energy, Kcal 115.0Energy From Fat , Kcal 64.0Total Fat (gm) 7.1Saturalid Fat (gm) 4.9Cholesterol (mg) 18.9Total Carbohydrates (gm) 10.7Added Sugar (gm) 8.0Proteins (gm) 2.0Calcium (mg) 95.0

Nutrition Facts

LABEL OF THE PRODUCT

Richcherika Flavours of Life

BRANDINGBranding is a process of assigning a distinctive name or a symbol to a product by which it is to be known and remembered.The company’s brand has been named as Richcherika’s .The brand name has been registered and so is the tagline and logo.So for trademarks and branding of the chocolates the above logo is used.The reason behind the logo is that, White is a universal color and is the symbol of peace and after eating our ice - creams; our customers will also feel peace around them. And the Flavors & colour implies the colour of Iced – Cream.The tagline “The Flavours Of Life” implies that every person who will eat our Ice cream will feel refreshed and Cool& free from Tension . Our motive is to make our companies Ice Cream popular to the masses at an affordable rate with the best quality possible.

LOGO & TAGLINE

Flavours of Life

RichCheridk

Flavours of life

PRICINGThe term “price” denotes the money value of a product or service. It is the seller is asking for the product he offer for sale or the amount which amount of money pay buyers are to pay for it. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix.

Our company has comparatively very low places as we first want to establish ourselves in the market by providing our material to a lot of people who can connect with them.

It is basically targeted for all the income groups, so the price is less with an incredible quality and for daily consumption.There is not much risk involved as chocolates are always in Trend.

Stages Prices (Big 200ml)

Prices(Small 100ml)

Production 12 5wholesaler 13 7Retailers 14 8

Cups (All Flavors)

Profit Margin : - Rs 2 per on BIG cup Rs 1 per on small cup)

Customer gets a Richerika cup for Rs15 (200ml) & Customer gets a Richerika cup for Rs10 (100ml

Stages Prices (Big ) Prices(Small ) Production 15 10

wholesaler 17.5 12

Retailers 19 14

Cones (All Flavors)

Profit Margin : - Rs 3 per on BIG cone Rs 1 per on small cone)

Customer gets a Richerika cone for Rs20 (Big) & Customer gets a Richerika cone for Rs15 (small)

Stages Prices (Big ) Prices(Small ) Production 152 120wholesaler 153 122Retailers 154 126

Family Cups (Both Vanilla & Chocolate)

Profit Margin : - Rs 10 per on BIG tub Rs 1 per on small tub)

Customer gets a Richerika Family Pack for Rs155 (Big) Customer gets a Family Pack for Rs127 (small)

PACKAGINGPackaging refers to the act of designing and producing the container or wrapper of a product. Packaging plays a very important role in the marketing success or failure of many products, particularly the consumer non-durable products.

Importance of packaging: -

1. Rising Standards of Health and Sanitation Because of the increasing standards of living in the country , more andmore people have started purchasing packed goods as the chances ofadulteration in such goods are minimized.

(2) Self – Service Outlets:-The Self Service retail outlets are becoming very popular, Particularly in major cities and towns. Because of this , Some of the traditional role assigned to personal selling in respectTo Promotion has gone to Packaging

(3) Innovational Opportunity:-Some of the recent development in the area of packaging have completely changed.The Marketing Scene in the country developed packing materials.

(4)Product Differentiation:-Packaging is one of the very important means of creating product differentiation.The Colour , Size, Material etc of package make real difference in the perceptionOf customers about the quality of the Product.

Place element of marketing mix refers to distribution of products to make them

available to customers for purchase and consumption Distribution is very important as if the products are not distributed and are not made available to the customers at the right place, time and quantity they would not buy them products. A channel of distribution is the route or path along which products flow from one point of production to the point of ultimate consumption or use. It starts from producer and ends with the consumer.

Channels Of Distribution

Channel Of Distribution SelectedOur company has chosen the Two Level Channel i.e.1. Manufacture - Customer (Direct level)2. Manufacture – Retailer – Customer (Indirect (I)3. Producer-Wholesaler-Retailer-Customer (Indirect (II).These channel is

selected because it is the best way to enter into the market. As we have very few firms in the country so it to sell products by above 3 ways.

Production Unit

Wholesaler Retailer

Customer

WarehousingWarehouse is a storage structure constructed for the protection of the quality and quantity of the stored produce. The need for a warehouse arises due to the time gap between production and consumption of products. Warehousing or storage refers to the holding and preservation of goods until they are dispatched to the consumers. By bridging this gap, storage creates time utility.

Our company has its own warehouses. All the warehouses are situated with the Production unit only i.e. where our production unit or plant is situated only at that place our warehouses are also situated.

All the units and warehouses of our company are situated near the National Highway’s and the market because it provides us the good distribution network and facilities for distributing and selling the products

TransportationTransportation is the means to carry people and goods from one place to another. This has become very important in each stage of human civilization

Our company uses three means of transport for the carrying goods from one place to another i.e. Roadways, Railways.(1) Transportation carries raw materials to factory for production of goods and

supplies finished goods to consumers.It creates place and time utility of goods by transporting from one place to

another.

(2) Its Facility encourages division of labor and specialization on regional and geographical basis. Transportation cost highly affects localization of industries.,

Our ModesOur Company uses 2 Means for carrying goods from one place to Another i.e Roadways , Railways.

In Roadways we use Trucks for carrying goods and raw materials. We use trucksOnly up to distance of 300 km because it reduces the risks of Theft , product deterioration which is in case of long distances.

In Railways We use trains for carrying goods and raw materials. We use trainsonly when the distance exceeds 330 km. because it reduces the risk of theftand robberies because , railways provide security services too.

PromotionPromotion is the process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal and impersonal communication with customers.•Digital Advertisement: - Our Company uses digital advertisements like advertisement on television, roadside digital advertising boards, advertisement on different websites, etc.•Printed Advertisements: - Our Company also emphasises on printed advertisements like advertisements in the newspapers, magazines, roadside simple boards, etc. • •Personal Selling: - Our Company also believes in personal selling i.e. oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.

All the promotion methods discussed above helps our company in persuading the customers for buying our products. This all leads to increase in the sales and reputation of the company.

Social Message

We Have focused on using only natural Flavors so no artificial discharge of waste is there in air, water, and soil

We’ve been very careful while setting our production units by not choosing more forested areas!!

The More Clean the More Green.

Website:www.richcherika.com