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INTRODUCTION TO PUBLIC RELATIONS

SIMBA ICE-CREAMS
ASHWINI R. TOKEKAR CLARAS COLLEGE OF COMMERCE S.Y.B.M.M ROLL NO. 12

SIMBA ICE-CREAMS is my own fictitious creation of an ice cream brand

INTRODUCTION TO PUBLIC RELATIONS September 19, 2009

ACKNOWLEDGEMENT
I would like to thank Ms. Kamini for giving me an opportunity to learn about an organizations public relations and also her support and pointers lend to me during the research work. I would like to thank my classmates for their extended support and last but not the least special thanks to the employees of various ice-cream parlors that I have visited for research purpose.

Ashwini R. Tokekar Claras College of Commerce S.Y.BMM Roll No. 12

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CONTENTS

Ice Cream Market

Total market share Company Profile Market research/Survey Description of our product Special Features Packaging
Promotion and Public Relations

Marketing Strategy

S.W.O.T analysis of Simba Ice Cream The Ice Cream Market

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Ice creams are available in various forms such as cone, cups, bar (candy), party pack etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties contribute the rest. Frozen desserts market in India is very small and refers to oil fat (instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made in-house and served in 5 star hotels. The ice cream market in India is currently estimated to be 210mn liter valued at Rs 450 crores (MRP Rs9bn). The market growth during the late '80s and in the early '90s was very low at around 2-3% pa. Since the last two years, the market has been witnessing a much faster growth at around 1012%pa. The growth rate could have been even higher but for poor infrastructure, (still) high excise duty/ sales tax etc. Excise on ice cream was increased from 13% to 16% in the 2003-04 budget. Market growth historically was stunted by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain. As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant franchise

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and withdrew two years later. In the absence of any competition from MNCs, local players were able to build up a strong franchise in respective local areas. Some of the players built up their market through exclusive parlors. But in most cases parlor network also could not extend beyond local limits. At the beginning of first phase of liberalization, Hindustan Lever (HLL) entered the market through frozen dessert route. Frozen desserts (which use edible oil fat instead of milk fat) were technically not reserved for small scale. Amul ice cream, manufactured by the largest milk-producing cooperative was introduced in Mumbai market in 1996, intensifying the competition. Removal of licensing restrictions and investment by new players in capacity and market expansion is expected to lead to rapid demand growth in the sector. A 10-12% pa volume growth can be sustained for a very long period, say 2-3 decades, due to the fact that current base of consumption is extremely small.

TOTAL MARKET SHARE

Others

Kwality Walls 32.46%

8%

Simba 9.11% Amul 23.14% Pastonji 13.89% Vadilal 13.40% Page

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COMPANY PROFILE
Simba is an organization that was established on 5th September 1994. It basically manufactures Ice Creams right from the commencement of the business. It has 6 boards of directors namely, Ms Ashwini Tokekar, Mr. Sagar Vora, Mr. Vinith Wadekar, Mr. Kaustubh Sawant, Mr. Rohit Pawar and Mr. Sanjay Kapoor. We have started this organization with a motive that we will earn fruitful returns and we were successful. Now we will have to innovate our Products. Our factory is situated at vasai in Thane district of Maharashtra which is 22 Km away from Mumbai. The factory is situated in Vasai because it saves various taxes that are levied on Ice Creams. Octroi is also levied when the product is transported in Mumbai, but when both are compared, taxes and Octroi duty, Octroi duty is much cheaper. It is a big plant in Vasai that is fully automated. All the processes relating to manufacturing are carried at the plant itself. There are many products i.e. with many flavours, sizes ands prices. Now at the present scenario in Mumbai we are saturated i.e. we have covered almost all the parts of Mumbai, Delhi, Chennai, and Kolkata. Now if

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we want to continue the good work we will have to innovate new products.

MARKET RESEARCH/SURVEY
Q1) Do you ever have ice cream? YES - 93%
100% 80% 60% 40% 20% 0% yes no yes no

NO - 7%

Q2) Which company is you acquainted with? Kwality Walls - 39% Amul 29% Vadilal 12% Pastonji 11%

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Simba 9%
40% 35% 30% 25% 20% 15% 10% 5% 0% walls vadilal amul pastonji Simba

Q3) How walls vadilal amul pastonji times do you eat ice cream? Daily 4% Weekly - 27% Above 3 months 20%
40% 35% 30% 25% 20% 15% 10% 5% 0% daily evy 2days weekly monthly abv 3mths

Simba

many

Every two days - 12% Monthly 37%

daily evy 2days weekly monthly abv3mths

Q4) Which ice cream do you have?

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Sundae 27% Feast 20%

30% 25% 20% 15% 10% 5%

Cornetto 17% Chocobar 26%

Kulfi 10%

Q5)

sundae cornetto kulfi feast chocobar sundae cor netto kulfi feast chco bar

0%

flavor do

Which you prefer?

Chocolate 41% Vanilla 21%

Strawberry - 19% Butter Scotch 19%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

chocolate strawberry vanilla butter scotch chocolate strawberry vanilla butter scotch

Q6) Do you like to have it for taste, fun or turn off the heat?

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Fun 23% Turn off heat 17%

60% 50% 40% 30% 20% 10% 0% fun taste turn of heat

Taste 60%

fun taste turn of heat

Q7) Do you like to stick or cone? Cup 20% Stick 23%

35% 30% 25% 20% 15% 10% 5% 0% cup bowl

have it in cup, bowl, Bowl 32% Cone 25%

cup bowl stick cone

stick

cone

Q8) Does the packing influence you to buy it? Yes 60%

of

the

ice

cream

No 40%

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60% 50% 40% 30% 20% 10% 0% yes no yes no

Market rating of Simba ice-cream at various outlets and ice cream parlors
Value for Money* Product Quality* Product package* Taste* Smell* How loyal are you to this brand?* Recommend to potential buyers: Overall rating:* Excellent Excellent Average Delicious Okay completely yes ***

Why Simba Ice Cream?

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The Best Ice Cream every year since the concept was launched. Simba Ice Cream firmly believes in teamwork and active employee relations, and we practice public relations and a highly visible public image as well. Above all, Simba Ice Cream has an unsurpassed commitment to providing quality icecream and service to our patrons. Customers choices from our menu may vary, but quality service is, and always will be, the primary consideration for a successful retail business. We provide our franchises with our unique name and a proven system of doing business.

New aggression policy

As ice cream sector is an ever-growing sector in India and also one of the few sectors that is least affected by recession hence it has been seen that ice cream market has many players which are providing same range of items to different set of customers. But over a period of time it has been seen that customer are bored of having the same flavor of ice cream from the last many years. Simba therefore took the initiative to pay heed to what the customer wants. The customers were

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moving towards the unorganized sector for their choice of flavors, so Simba decided to produce the flavors, which the customers wanted. So to create a revolution Simba created a new range of ice creams such as Sundaes.

Description of our product

After a long market survey, Research & Development, we decided to launch a new innovative ice cream that will be price sensitive and beneficial to the customers.

This innovative ice cream is SUNDAE In our survey we realized that majority of the people liked chocolate flavor, which accounted for 41% in the ice cream market.

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Our newly launched SUNDAE comprises of CHOCOLATE flavor with inclusion of CHOCO CHIPS and CHOCO SAUCE. This Yummy Crispy flavour is very much liked by childrens and even adults. Its very tasty and fun loving for the ice cream consumers. The inclusion of Crispy chips and Sauce makes it more delicious to eat. Product Composition

Milk Fat 13.5% to 14.5% Sugar 15% Approx. Acidity 0.17% to 0.19% Protein 3.9% to 4.1%

Calories per 100 ml -196.7 kcal

Our Special Varieties of Sundaes

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Special Feature of SIMBA ICE CREAMS Various varieties of Ice Cream can be made from the basic mix by addition of required amount of permissible colours and flavours. Dry fruits and nuts would be used for making premium varieties of Ice Cream.

Some of our SIMBA specials

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Sundae with vanilla ice-cream and kiwi ice-cream sundae

Bourbon Vanilla

Sundae with raspberry ice-cream Venus peach and ice & wafers cream dessert

Tetons de

Packaging
Ice cream consumers in India are generally children or young people. To attract these consumers our
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manufacturers try hard to make the packaging attractive. Though outside attractiveness is not very important but the size of the pack and handling comfort is important. As per our research, we innovated the packaging style by supplying the ice cream in different attractive bowls, plastic containers, etc. These plastic containers have the logo of the SIMBA ICE CREAM.

Bouncer Ball-Vanilla Strawberry Hearts Cone Ice Cream Cassata

Cup Ice Cream

Choco bar

Kulfi

Family Pack

Pineapple Roll

Black Magic

Chic Choc Roll

Mini Sandwich

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Ice cream
Vanilla Ice Cream Strawberry Hearts Cassata Cone Ice Cream Cup Ice Cream Choc Bar

Availability
Rolls, Family Pack, cup and cone Rolls, Family Pack

M.R.P/kg
Rs160 Rs150

Rolls Pack Rolls Pack

and and

Family Family

Rs150 Rs167 Rs170 Rs165

Rolls, Family Pack, cup Candy Type

Kulfi

Candy Type

Rs150

Pineapple Roll

Rolls

Rs155

Sundae

Rolls, Cup, Cone , Family Pack

Rs160

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Marketing Strategy

1. Developing an extensive and effective retailers network in Mumbai, Delhi, Chennai, and Kolkata along with three states of Maharashtra, Goa and Rajasthan. 2. Also developing an extensive and effective retailers network through franchise in other state of India.

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Appointing Distributors, Wholesale Distributors and retailers on commission basis has increased our sales. 4. We keep our sale price very competitive and work out soft terms and condition for stockist compare to other giant. 5. Our company under direct supervision of the Dairy Technocrats Director who follows a rigid additional quality control program. 6. Marketing promotional activities for sellers as well as buyers has been undertaken in all potential area like Exhibition, Fare, and Food festivals, through Railways departmental Catering services, School Colleges etc. 7. Where our marketing experts personal contacts with the customers are there, we exchange their views, study the habit of the customer and distribute free Gift Coupon. We arrange ice cream eating competition for them and also special efforts are taken to convince the customers. 8. Online order booking and Home Delivery with special discount* in selected area is done. 9. Contact for Fun-N-Fair, Special events etc.
3.

Targeted Area
It was decided that we will take full advantage of our Ice Cream marketing experience and proximity of Mumbai, Delhi, Chennai and Kolkata along with three
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different states Maharashtra, Goa and Karnataka. In this manner we will be able to establish an excellent marketing and distribution network of stockist, retailers and effective marketers of our product. Efforts have also been made to contact bulk institutional buyers, Hotels caterers, Exclusive parlors, and Fast food corner in the area. With our contacts and service given to the buyers it has been easy to penetrate this segment of market. Maintaining a high quality standard is to be the hallmark, according to our marketing. The main reason for selecting the Metro cities is that we have large number of potential buyer to cater and also we have numerous tourist places to visit in the mentioned above state where sales of the ice cream can cope up rapidly.

OUR UPCOMING ICE CREAM PARLOURS IN ALL METRO CITIES

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Segmentation
It refers to which category or classes of people have been taken into consideration. Basically, our main center of attraction for our products will be small childrens and adults ageing from group of 18 years to age group of 58 years. As ice cream itself is a product where there are no restrictions as far as age limit is concerned. Even old age people feel free to consume it. As, in major metropolitan cities fun, taste and joy are main factors after long day of hard work, our main targeted market will be this area for ice cream.

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Promotion strategy and Public Relations

Promotion strategy is an activity by which a company can promote its product in the market. With this, a company can create an awareness of its product in the market. And public relation is the two way communication by maintaining good relations with the employees, distributors and customers. Our Motto : AS CUSTOMERS ARE THE MAIN PLAYERS SO OUR MOTTO IS CUSTOMERS SATISFACTION An introductory offer of Rs 120 for first week will be implemented. The consumer scheme of 30% Free on Purchase of one litre party pack of Sundae will be implemented. 1 + 1 party pack scheme Yet another Bumper offer was the scheme of One Litre Sundae Party Pack Free on purchase One Litre Kaju Draksh.

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Simba has two critical factors for promotion

Establishing brand awareness. Providing high-quality products at reasonable prices. The accomplishment and maintenance of these two tasks has given Simba a competitive advantage in the premium ice cream market. In order to attract customers we have build our brand name through our promotional efforts. Once the customer is in the door, we must provide our potential customers with value; otherwise they will walk out without purchasing our products. At Simba, we not only stop providing high quality products at reasonable prices; we also provide the customer with the employees "ultimate ice cream experience". To achieve this objective we have hired and trained employees to understand customer needs, in addition to serving them in a professional manner.
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Advertising

Mobile Vans: Mobiles Vans will be circulated in and around the cities having advertisement of our company. This van will be distributing free samples of our product around sch ool sides, college sides, park sides, exhibitions, etc. Our distribution Vans will also have our advertisement displayed on it. This helps in the promotion of our ice cream. Hoardings: Big- big hoardings on the roadsides, along the railway sides will be displayed having our advertisement on it. Discount Coupons: This will be given on the point of purchase to the customers. This coupon represents on collection of 100 points you get 500ml of sundae free. Television Ads: Our product will be advertised in the slaught hours of 8.00 p.m. to 11.00 p.m. Events: We will like to promote Sundae sponsoring through events like occasions, parties, college & school festivals, and seminars, etc.
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Goals and Objectives: Good strategy begins with identifying your goals and stating your objectives. What are the goals and objectives behind your public relations strategy and can they be measured and quantified? Our Main aim for achievement is to satisfy our customers as the customer is considered the king of the market and to provide them with good Quality Ice Cream. Press relations: We communicate news and information of interest of the public and regarding our organization in the most positive light. (example of one of the press releases for an introductory offer on Valentines is given on the next page ) Firm communications: We promote a better and more attractive understanding of the organization with internal as well as external communications. Lobbying: Communicating with key individuals to positively influence legislation and regulation. Hence we keep a suggestion form at our outlets where our customers can fill the form and can tell their choice. Internal feedback: We advise decision makers in our organization regarding the public's perception and advising actions to be taken to change negative opinions. Charity: 1% price of the product will be given as charity to various charitable organizations

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[sample press release of an offer introduced by SIMBA Ice Creams on its letter head]

FOR IMMEDIATE RELEASE

CONTACT:
Ms.Ashwini Tokekar +9122 23456321 publicrelations@simbacorp.com

SIMBA ICE-CREAMS NOW OFFERS NEW ICE CREAM CUPCAKES AS LIMITED TIME OFFER
Ice Cream Cupcakes now offered nationwide for Rs.300/- for a pack of six MUMBAI, Maharashtra. (February 4, 2009) The new addition to the creamery bandwagon and fast growing SIMBA ICE-CREAMS is adding a twist to the latest popular dessert, creating premium ice cream cupcakes, sold for a limited time nationwide for just Rs.300/- a pack. Known as an ice cream innovator, SIMBA is breaking into another category for sweet indulgences with three signature cupcake Creations. Offered from Feb. 4 March 31, 2009, these cupcakes are the sweetest gift for any sweetheart during Valentines Day. Page 27

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In recent years the cupcake trend has been sweeping the country with more and more cupcake specialty shops sprouting in every city. These ice cream cupcakes are a perfect new addition to SIMBAs offerings of indulgent desserts, said Ashwini Tokekar, vice president of SIMBA public relations. Weve enhanced our menu of deliciously affordable luxuries, while creating a new setting for cupcake lovers to experience this sweet trend. Made in a rich Belgian chocolate shell, the SIMBA ice cream cupcakes are layered with moist cake, fudge and premium ice cream. Topped with fluffy frosting and an edible decoration, these cupcakes are true to the SIMBA brand as an innovative and quality indulgence. The three SIMBA signature cupcakes are Cake Batter Deluxe, Sweet Cream and Double Chocolate Devotion. Descriptions of these three cupcakes are below. Cake Batter Deluxe: Moist red velvet cake layered with fudge [and] Cake Batter ice cream in a rich Belgian chocolate shell and topped with pink frosting and rainbow sprinkles. Sweet Cream: Moist yellow cake layered with fudge and Sweet Cream ice cream in a rich Belgian chocolate shell, finished with Better crme frosting and Duo Mistrals topping. Double Chocolate Devotion: Moist Devils Food cake layered with fudge and chocolate ice cream in a rich Belgian chocolate shell and topped with Better crme frosting. For a limited time only, these cupcakes can be purchased at any SIMBA Creamery location nationwide at Rs.300/- for a pack of a half dozen cupcakes. The cupcakes can come in a single flavor or a variety pack. Another sweet treat in SIMBA stores, just in time for Valentines Day, is the Sweet Strawberry Romance ice cream cake. Sweet Strawberry Romance puts a new twist on the traditional SIMBA Signature Cake. Instead of just one ice cream flavor, SIMBA is swirling Sweet Cream and Strawberry ice cream together in addition to adding strawberry mix-ins. This ice cream creation is then layered between sheets of moist yellow cake and finished with pink frosting, crumbled graham cracker pie crust and chocolate heart toppers. Sweet Strawberry Romance is available from February 4 14, 2009 at SIMBA Ice creams locations throughout the country. SIMBA Ice Creams: SIMBA Ice creams delivers The Ultimate Ice Cream Experience through a community of franchisees who are passionate about ice cream. The secret recipe for smooth and creamy ice cream is handcrafted fresh daily in each store, and then customized by combining a variety of mix-ins on a frozen granite stone. Headquartered in Mumbai, Maharashtra., SIMBA Ice Cream is one of the fastest growing franchising companies in India. For more information about SIMBA Ice Creams, visit the brands Web site at www.simbaicecreams.com. ###

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Advertising & Public Relations

Ever want to improve the way ads run on TV? Or the radio, the 'net or on billboards? How about helping manage the rollout of new products and working to improve the perception of those products by the media? If these possibilities interest you, then you could be well suited to a career in advertising or public relations (PR). The core activity is to take a product whether it be Snapple or Caterpillar heavy machinery and construct promotional campaigns that get people excited about the product. On the PR side you will help to manage the perception of the products. Of course, PR is about much more as well. PR firms help companies, non-profits and governments manage everything from speeches and the look of brochures to major crises. Sometimes it's hard to tell where PR and advertising are different. These days, in fact, many organizations in the business refer to themselves as "strategic marketing
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communications consultants." Overstretched or not, there's no doubt that this field will continue to change, offering tremendous opportunities to someone with an interest in the area.

Public Relations Marketing

Public Relations involve a variety of programs designed to maintain or enhance a company's image and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan. Similar to the foundational goals of marketing, effective public relations seeks to communicate information to: Launch new products and services. Reposition a product or service. Create or increase interest in a product, service, or brand. Influence specific target groups. Defend products or services that have suffered from negative press or perception. Enhance the firm's overall image. The result of an effective public relations strategy is to generate additional revenue through greater awareness and information

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for the products and services an organization offers. Public relations (PR) strategy plays a key role in our organization's promotional strategy. We have a planned approach to leveraging public relations opportunities, which is just as important as advertising and sales promotions. Public relations is one of the most effective methods to communicate and relate to the market. It is powerful and, once things are in motion, it is the most cost effective of all promotional activities. In some cases, it is free. Here's How to Easily Tap into Expert PR Resources and Build Name Recognition and Sales. Since our Simba company wants to harness the power of public relations, we have purchased, a professional caliber software product called JIAN, that provides ready-to-go press release templates for newsworthy events such as a meeting, new company new contract award, new personnel, personnel change, new product, product upgrade, new retail business, new service business, religious group appointment, restaurant opening service program, and sports league. The software also provides worksheets to develop strategic plans, initiatives, and documents, such as case history, company positioning, company spokespeople, product features and benefits, goal setting, media contacts, media calendar, meeting agenda, phone pitch script, pitch

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letter, PR planning, product positioning, telephone inquiry, and tradeshows budget.

Strengths, Weaknesses, Opportunities, Threats S.W.O.T analysis of Simba Ice Cream

STRENGTHS

Indias best-known local Brand across all categories. 9.11% market share in the national Ice Cream market.

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Presence of a well-established distribution and delivery network for dairy products. Penetration pricing strategy Simba is the price warrior in the Ice cream market and currently has a very wide range to offer for all price points. Customer is most comfortable buying Ice Cream in the Value for Money segment and Simba is well present in this segment. Simba has built up a formidable image as a brand in which generations of consumers have placed their trust. This can be used to its advantage while introduction of ice creams. WEAKNESS

Advertising is low profile, as the results of our survey show. Majority of respondents has not heard of Simba ice cream. Kwality Walls, on the other hand is into heavy advertising and consequently, is popular. A major entry barrier Simba faces is Kwality Walls, Amul heavy presence in the retail market in Delhi. Walls, Amul is present in 456 outlets out of a total of 610 and Simba would have a tough time getting a foothold in the retail market. Retailers now demand freezers without having to pay any deposit. This is especially true of those retailers who already stock one or the other ice cream brands.

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OPPORTUNITIES

Delhi, Chennai, etc market is not restricted to monopoly outlets. There are a significant number of retailers who are currently stocking more than two brands. This is in Simbas favor, as earlier it had to overcome this problem in the Mumbai market. There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided. Simba has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations. . Distributors are dissatisfied with the margin & customer support services currently being provided in the market. This can be used to Simbas advantage. THREATS

Simba might face threat from the local manufacturers in the low end of the market. The consumers have very well received Kwality Walls, Amul product differentiation strategy and Simba is also pushing up its advertising pitch.

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BIBLIOGRAPHY

www.google.com www.lycos.com www.managementparadise.com www.lycos.com www.pastonji.com

Personal visit to Pastonji Ice Cream Ltd and meeting with the Public Relations manager

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