We 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 Mix
Designing of label
Ice-cream is a Frozen Food typically eaten as a snack or
desert , usually made from dairy
Products 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 the
World it can be purchased in large cartons from
supermarket and grocery stores.
Competitive
Brands
1.Amul
2.Ben n Jerry
3.Mother Diary
4.Kwality Walls
5.London Diary
 Amul

Type Cooperative
Industry Dairy/FMCG
Founded 1946
Headquarters Anand, Gujarat, India
Chairman, Gujarat Co-operative
Key people Milk Marketing Federation Ltd.
(GCMMF)
Products See complete products listing
Revenue US$3.4 billion (201415)

750 employees of Marketing Arm.

Number of employees However, real pool consist of 3.6
million milk producer members

Slogan The Taste of India

Website www.amul.com
Type Subsidiary
Industry Food Processing
Burlington, Vermont
Founded
(May 5, 1978)
Ben Cohen
Founders
Jerry Greenfield

Headquarters South Burlington, Vermont (U.S.)

Jostein Solheim CEO

Key people Ben Cohen co-founder
Jerry Greenfield co-founder
Products Ice cream
Parent Unilever NV
Website www.benjerry.com
Type Company
Industry Dairy
Founded 1974
Headquarters Delhi, India
Mr. S. Nagarajan-
Key people Managing Director, Mr.
Anil Dev-Head Sales

Liquid Milk.
Ice Creams
Products Flavored Milk
Dahi
Lassi etc.

Revenue 7000 cr
Number of employees 3500
Happy Food Happy
Slogan
People
Website motherdairy.com
 KWALITY WALLS

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
experience
The 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.
(A)Chocolate Chip.
(B) Vanilla & Cherry.
(C)Mint and Oreo. 1.Chocolate Chip.
2. Coconut and Cream.
3. Vanilla & Cherry.

(i) Strawberry .
(ii)Coconut and Cream.
(iii)Orange Blossom.
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 Products
Differentiated Products
Different Flavors
Affordable Prices
Customer Satisfaction
Good are produced according to the need of customers
1. Richcherikas Ice Cream are According to Customers needs
, wants and requirement.
2. Richcherikas 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 competitors brand mean
Richcherikas 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.
>Business license .
> License for handling and preparing food.
> Tax identification number .
> Retail licenses .
> Artificial Flavor Permission.
Fat 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 115.0

Energy From Fat , Kcal 64.0

Total Fat (gm) 7.1

Saturalid Fat (gm) 4.9

Cholesterol (mg) 18.9

Total Carbohydrates (gm) 10.7

Added Sugar (gm) 8.0

Proteins (gm) 2.0

Calcium (mg) 95.0

Richcherika
Flavours of Life
Branding is a process of assigning a distinctive name or a symbol to a
product by which it is to be known and remembered.
The companys brand has been named as Richcherikas .
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.
RichCheridk
Flavours of life
The 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.
 Cups (All Flavors)
Stages Prices Prices
(Big 200ml) (Small 100ml)
Production 12 5
wholesaler 13 7
Retailers 14 8
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
 Cones (All Flavors)
Stages Prices (Big ) Prices(Small )
Production 15 10
wholesaler 17.5 12
Retailers 19 14

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)
 Family Cups (Both
Vanilla & Chocolate)
Stages Prices (Big ) Prices(Small )
Production 152 120
wholesaler 153 122
Retailers 154 126

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)
Packaging 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 and
more people have started purchasing packed goods as the chances of
adulteration 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 respect
To 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 perception
Of 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.
Our 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 Wholesaler Retailer

Unit

Customer
Warehouse 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 Highways and
the market because it provides us the good distribution network and facilities for distributing
and selling the products
Transportation 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 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 trucks
Only 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 trains
only when the distance exceeds 330 km. because it reduces
the risk of theft
and robberies because , railways provide security services
too.
Promotion 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.
We Have focused on using only natural Flavors so no
artificial discharge of waste is there in air, water, and
soil

Weve been very careful while setting our production

units by not choosing more forested areas!!

The More Clean the More Green.

 Website:
www.richcherika.com