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Table of Contents

CANDIDATE'S DECLARATION 4
CERTIFICATE 5
INTRODUCTION 6
HISTORY OF ICE-CREAMS:- 6
THE FROZEN DESSERT PRODUCTS:- 6
ICE CREAM INDUSTRY IN INDIA 7
FUTURE OF ICE CREAM MARKET IN INDIA 8
COMPETITOR’S PROFILE 8
1. Amul:- 8
Kwallity Walls:- 9
Vadilal:- 10
THE STPD OF KOOL CREAMS 10
Segmentation :- 10
Targeting:- 11
Positioning:- 11
THE THREE STAGES IN CONSUMPTION PROCESS OF ICE- CREAM 12
Pre-purchase:- Brand image, Health issues, suitability 12
Purchase:-Price, Environment, Service 12
Post-purchase:- Quality, Satisfaction, Store experience 12
PRIMARY DATA 13
Primary data to asses the motivation and perception of consumers towards ice cream 13
Analysis:- 13
PACKAGE DESIGN OF KOOL CREAMS 14
SHORT TERM AND LONG TERM MEMORY FACOTRS IN ICE CREAM 15
Kool creams and the process of cognitive learning:- 15
PROMOTIONAL STRATEGIES FOR KOOL CREAMS:- 16
KOOL CREAMS ADDRESSING THE MASLOW`S HIERARCHY:- 16
WHO CAN SAY NO TO AN ICE- CREAM AND HOW KOOL CREAM WILL TAKE CARE OF THOSE- 17
HEALTH CONCIOUS PEOPLE 17
DIABETIC PATIENTS 17
PRICING STRATEGY 17
ADVERTISEMENT OF KOOL CREAMS- 17
PRINT ADVERTISEMENTS 18
SPOKESPERSON FOR KOOL CREAMS:- 20
RECENT DEVELOPMENT IN ICE CREAM:- 20
AFFECT OF THESE DEVELOPMENTS IN KOOL CREAMS:- 21