ARUN ICECREAM

BY
NILADRI SAHU
KUSHAL DEY
ASIM MOHANTY

Facts of the company

Arun Icecream was an Ice cream maker & distributor company

established by the person named R Chandramogan.
He started with a small premise in busy locality of Madras with
which he got succeeded and moved to three fold expansion in just
second year of its commencement which was turned out and again
resumes to previous old premise.

First ice-cream manufacturing plant was in Madras, second in

nearby Kerala and Karnataka in 1991 and third one in five acre
land on Red Hill area on the outskirts of Madras city.
The quality of his product to meet the needs of customers thus he
captured the market of the hotels.
He identified Pondicherry, Madurai, Kumbakonam, and Sivakasi as
the potential market and began advertising in such market to create
brand awareness and to establish.
He started selling Ice cream in such area on ad hoc basis but then he
gained the market and also the offer from franchisee agent who was
keen to invest in the Aruns franchisee, this lead to birth of
franchisee market of Arun Ice cream.

STRATEGIES & PLANNING

The key selling point like addressed to outside
the locality and focus on 5% market which are
general stores, hotel, restaurant, college canteen
and social events like wedding parties.
He planned to supply ice cream on ad hoc basis
through agent within 4-5 days of the booking.
As milk was the major ingredient in making Ice
Cream and during peak season he set up
collection centre and also offered to pay high
prices

STRENGTH

WEAKNESS

He was risk taker

He gave his

and very enthusiastic franchises to

person with strong

relatives and

thinking of doing

uneducated people.

something .

Vast advertisement

Provide vast variety

without proper

of product with 30 to

assessment of

35 different favor ice

financial position

cream.
OPPORTUNITY
There were lot of
variety in product for
demand and growth of
business .

THREATS
There are various
competitors which are
giving their best in
grabbing the market

PROBLEMS
He was applying trial & error method in business.
He had restricted big banner ,elderly, & highly
potential franchisees agents to join him as franchisee
agent.
The problem arose because of the seasonal demandsupply imbalance in respect of the product and its
extremely short shelf life.
Even despite the financial crisis, he continued to
increase the numbers of franchisees on one hand and
in the variety of ice-cream flavours on the other hand.

ALTERNATIVE
Minimizing expenses over advertising and
promotioning the brand can lead to effective utilization
of the resources towards a better management of
company.
Inviting suggestions from the all over its franchisee
agents can lead the company towards a better
understanding the needs of the demand of the
customers.
Learning from past events and anticipating the future
events can lead the company towards excellent
grabbing the market share and establishing the
increasing numbers of customers in very lean time.
Recruitment of highly trained and technically
experienced people.

CONCLUSION
The core of any marketing strategy is
understanding the changing needs of
customers and the opportunities to shape
these needs and Arun
effectively
understood the needs and formulated the
strategies which are stable and long run
that could leverage on the companys current
strengths.