Multi Cultural. Cosmopolitan.

Ease of doing business: Ranked #1 Free market, liberal economy Mature market for ice-creams Spending capacity. Lucrative

Location as a strategic trading port supports raw material import.

The lack of local sourcing does not pose as a problem; imports are a cheaper alternative. Singapore has a tropical climate, the tastes and preferences of people will affect our flavour spread ie; more local, seasonal flavours.

Free market economy with encouraging economic indicators.

Positive growth projections ensure sustainability.

Per capita GDP of US$ 62,100 indicates high purchasing power parity. Research indicates high

propensity to spend on food and beverages and leisure activities

Stable currency

Economic policy encourages foreign investment

Well developed infrastructure supports transportation, storage and distribution.

Public transportation is cheap, efficient. Advanced health services.

Well developed market for ice cream.

Multicultural society with three main ethnic groups: Indian, Malay and Chinese.

Cultural obstacles: Most Singaporeans are said to be over compliant, too left brained, afraid of

failing and over pampered. This is a consideration in formulating product adaptation &

communication strategy.

The national culture is „Kiasu‟ which means “afraid to lose” and refers to the wish to come first

in lines, competitions, negotiations, and so forth.

Materialistic culture: Pursuit of the 5C‟s – cash, car, condo, credit card and country club.

Singaporeans are very fond of their food and this comes across in the Singapore Food Festival ,

an annual event held in July. Food is also often eaten outside the home in food centres where

food is reasonably priced, tasty, and freshly made. There exist many cafés, coffeehouses and

teahouses, and formal restaurants.

Malays do not eat pork, Indians do not eat beef, and many Buddhist Chinese are part-time vegetarians. Many people do not drink alcohol.

Holy places are arenas for religious activities. There are different „street festivals‟ according to the ritual calendars of the different ethnic groups. Every ethnic group celebrates their respective festivals.

A wide variety of tropical fruits are available all year round, though most of them are imported from neighbouring countries. By far the most well known is the durian, known as the "King of Fruits“

The existence of multiple cultures, ethnicities and religions calls for sensitive and thoughtful communication that does not hurt the sentiments of people.

Singaporeans are peace lovers and very polite . Elders in the family are treated with respect and a joyful environment is maintained throughout.

Multi-ethnic society; Chinese, Malay and Indian traditions coexist beneath the veneer of a

modern, western cosmopolitan metropolis. Majority of population lives in nuclear families.

High quality transport and infrastructure. Scores high on safety and low on crime rates.

Global food capital, legendary for the diversity, richness and creativity of its culinary scene. One

of the main drivers behind the spurt in Singapore tourism is its popularity in terms of food.

Round tables are a crucial part of Singaporean food culture.

Food courts: Popular lunch options for office workers; found in the basement or top floor of

nearly every shopping mall.

Being time-orientated multi-taskers, Singaporeans generally do not have the luxury of socialising

during meals. Hence importance is placed to the last meal of the day i.e. dinner, which becomes

a leisurely activity where people get together in various social groups.

Government Type: Parliamentary Republic,

The People's Action Party (PAP), headed by Prime Minister Lee Hsien Loong is the ruling

political party in Singapore, reelected continuously since 1959.

Has been labeled a hybrid democracy

Stable and orderly government

Pro-business environment - favourable tax laws and funding for business ventures. Several

initiatives supportive of business start-ups.

Although dominant in its activities, the government has a clean, corruption-free image. Singapore

has consistently been rated as the least-corrupt country in Asia and amongst the top ten

cleanest in the world by Transparency International

Population Size - 5.08 million as of June-end 2010

Age Structure: The proportion of Singapore residents aged 45 years and over in 2010 was

higher as compared to a decade ago.

Sex Composition: There are more females than males in Singapore‟s resident population since

2000.

Household Structure: Rise in the number of nuclear families and in the number of marriages

rose. Divorce rates did not rise significantly.

Labor Union: Any manufacturing process needs labor. Since Natural is manufacturing its own ice- cream it needs labor and Singapore‟s Labor Union is organized and provides full employment.

Employment: Singapore‟s employment regulations set guidelines for steady wage increase, bargaining and negotiation, etc.

Immigration: Immigration regulations in Singapore are uncomplicated and it is easy for non-citizens to enter Singapore.

Competition Act: The Competition Act promotes healthy competition and prohibits practices like price-fixing, bid-rigging, market-sharing and abusing market power.

Free Trade Agreements with multiple nations.

Ranking Category Singapore‟s Ranking Source

Asia‟s Most

Technologically Ready

Nation

2 Global Competitiveness Report 2006-2007

1. Establishment of technological and research institute- R&D.

2. Positive Technical policy - e-government

3. High Growth Rate of Information Technology in Singapore

4. Incentive for promoting Technology in Singapore

1. The Monetary Authority of Singapore

2. Singapore's development

3.Banks in Singapore

4. Exchange restrictions

Taxation In Singapore

Tax benefits for small-to-midsize companies.

Tax rate is still a low 17%

Capital gains taxes- 0%

Pro business Environment

Time

Government assistance

Industrialization programme

Raison D‟Etre

Product Description

Target Group

Product Variants

Benefits

Pricing

Competition

Brand Personality

To fulfill the consumer need for a healthy, preservative-free, artisan

variety of ice cream in local and seasonal fruit flavours

With the goodness of real, handpicked fresh fruit that perfectly

complements the richness of smooth, creamy ice cream, each scoop of

Natural ice cream is made to give you a gratifying experience. All this

with no artificial flavours, colours or preservatives, made using

traditional methods that have stood the test of time.

Mass brand with a broad appeal; primarily adult men and women aged 22

-55, who are moderately health conscious.

The core target group is aged, 22-40 both male and female, working

professionals and/or newlyweds or young parents who have the money,

time and willingness to spend on premium quality fresh fruit ice cream.

They induce family members to trial.

1. Impulse Category: Cups and oven-fresh waffle cones

2. Sundaes: Elaborate custom made desserts prepared at

outlet

3. Take-home packs: SKU‟s of 0.5 litres or more for take

away or home delivery.

Functional Benefit The taste of fresh fruit with good quality ice cream

Impulse Category: Quick, convenient snack eaten on-the-go

Sundae: A delicious, indulgent dessert for planned outings, customised to

individual preference.

Take-home packs: For prolonged personal use and storage, can be served to guests, at parties or family gatherings

Emotional Benefit: Fulfilment of having eaten handpicked fruit and ice

cream made from the finest ingredients. Healthier alternative to non-fruit

ice cream

Premium pricing, at par with competing premium ice cream brands

(Haagen Dasz, Magnolia, Magnum, Ben& Jerry‟s, Breyers etc.) for the

following reasons:

-Break even, make profits

-Higher perceived quality of ingredients

Direct Competition: Existing brands of Ice Cream; Ben and Jerry, Haagen

Dazs, Magnolia, Baskin Robbins, Unilever brands and Nestle brands.

Indirect Competition: Other dessert eateries, cafés, fast food joints,

bakeries, street food carts.

Brand Differentiator: The only fresh fruit offering in the premium

category. Quality of ingredients and freshness are key selling points.

Product Adaptations with respect to business,

socio-cultural environments,

consumer attitudes, tastes and

preferences of consumers in Singapore.

Flavours – according to local tastes, preferences and popular desserts.

Fruit flavours :

1. Durian

2.Passion fruit

3.Rambutan

4. Tender Coconut

5. Jackfruit

6. Mangosteen

7. Longan

8. Regular flavours like mango, strawberry, malai, pineapple, lychee, etc

• For sundaes:

• 1. Almond Jelly squares with icecream

• 2. Beancurd barley ice cream with gingko nuts and snow fungus

• 3. Momochacha

• 4. Honeydew sago, served with tender coconut icecream.

• 5. Ice kacang sundae

Natural is a colourful yet calm, approachable, generous brand that

offers the goodness of nature. It is friendly, caring and ensures that

its consumers get the best of everything.

• Outlet ambience-interiors, staff, service, menus (descriptive)

• Pricing – Premiumly priced for perceived aspirational value due to

materialistic culture.

• Packaging – eco friendly packaging (cups, tubs, brown paper bags) to

reinforce the idea of natural goodness

Given the mature market scenario with respect to ice

creams and market readiness for a fruit variety, the

simultaneous launch of outlets is an appropriate entry

strategy. High visibility and availability are key considerations for the same.

Picking fruits

Artisan Factory process

Lab testing and QC

Storage (2 days)

Distribution (refrigerated vans)

• Franchise (for outlets and not for the manufacturing process)

• Reasons:

• Shared investment

• Profitable in a multi store scenario

• Ease of management

Natural ice cream will be available at/through:

• Franchise outlets at strategic locations with high human traffic, eg singular

outlets in downtown areas, and in premium and high street shopping malls.

• Home delivery from the nearest franchise outlet

• Manufacturer to Multiple Retail Outlets

• Reasons:

• Scale of operations – small

• Geographical area – small

• Cost optimization

Factory

Warehouse

Despatch - refrigerated vans

Outlet

The key communication message used for the advertising campaign, basis of the same and

media mix

For a health conscious adult population aged 22-55, Natural is

the premium ice cream that delivers a quality product, made fresh with the best ingredients using the best processes because only Natural

offers real fruit flavours and is completely preservative-free

The message will echo key product features and benefits

Natural is an “Honest to goodness” ice cream.

TV

Print

Outdoor

Radio

Digital

Ambient media