Case Study On Insights Into A Premium Ice Cream Parlor’s Market Position And Opportunities (FMCG)

BACKGROUND

Company Overview

A renowned ice cream brand established in 1907 has expanded its presence through premium outlets offering a joyful ice cream experience with innovative flavors, a vibrant ambiance, and a diverse menu beyond traditional ice cream, focusing on creating memorable experiences and contributing to brand loyalty.

 

Research Overview

Maction Consulting Pvt. Ltd. conducted a comprehensive study to explore and analyze consumer perceptions towards the ice cream parlors in Ahmedabad. The study focused on different age groups, socio-economic classes, preferences, expectations, and aspects that consumers like or dislike about the parlors.

 

OBJECTIVES

1. Understand consumer perception and feedback towards the parlors.
2. Identify age group preferences and reasons for preferring or not preferring the parlors.
3. 3Highlight specific aspects that consumers like and dislike about the parlors’ offerings.

 

METHODOLOGY

Research Design:

• Approach: Primary research using a quantitative survey with a structured questionnaire.
• Sampling: Purposive sampling with respondents selected near 20 parlor outlets in Ahmedabad.
• Participants: 900 respondents divided into three segments: Aware & Users (304), Aware & Non-Users (290), and Non-Aware (306).
• Data Collection: Face-to-face interviews within a 2 KM radius of selected outlets.

 

KEY FINDINGS

1.Aware & Users

1. Positive Perceptions: Strong brand connection driven by quality and variety of flavors, customization options, and overall experience.
2. Suggestions: Improvements in ambiance and seating arrangements.
3. Preferences: Frequent visits, especially to outlets like Palladium and Urban Chowk-Rajpath.
4. Likes: Tasty products, a wide range of varieties, good atmosphere, and positive past experiences.
5. Dislikes: Seating discomfort and perceived high prices.

 

2.Aware & Non-Users

1. Barriers: Perceived high prices, preference for other brands, and lack of compelling reasons to choose these parlors.
2. Opportunities: Potential conversion through targeted marketing strategies and addressing the mentioned barriers.
3. Expectations: Faster service, discounts for repeat visitors, and amenities for children.

 

3.Non-Aware

1. Awareness Gap: Significant portion unaware of the parlors, presenting an opportunity to expand reach.
2. Channels for Awareness: Hoardings, social media, and television commercials.
3. Interest in Food Items: Potential interest in visiting if food items are added to the menu.

 

RECOMMENDATIONS

1. Enhance Product Offerings:

1. Introduce innovative and international flavors.
2. Offer variety in portion sizes and packaging options.
3. Include health-conscious and sugar-free options.

2. Pricing Strategies:

1. Implement value-for-money combos and family packs.
2. Introduce loyalty programs and first-time visitor discounts.

3. Improve Place & Ambiance:

1. Upgrade facilities with Wi-Fi, charging stations, and interactive elements for children.
2. Ensure clean and inviting ambiance with comfortable seating.

4.Promotion:

1. Leverage social media and collaborate with influencers.
2. Participate in community events and sponsor relevant activities.
3. Implement broad-based awareness campaigns using digital and traditional media.

 

CONCLUSION

The research provided valuable insights into consumer behavior towards the ice cream parlors in Ahmedabad. By addressing the identified barriers and leveraging the opportunities, the brand can enhance consumer experiences, expand its customer base, and strengthen its presence.

For more details, please contact  info@maction.com