Vavavoom Icecream MKT Plan
Vavavoom Icecream MKT Plan
Vavavoom Icecream MKT Plan
the idea of producing and marketing Vavavoom ice cream in the industry.
Vavavoom ice cream is a new invented product that gives benefits to society. An
evaluation will be made for Vavavoom Ice Cream Shop. The evaluation will
market segments will also be included. The present segmentation approach will be
analysed and future possible market segments, with a light to future expansion.
Concerning possible future expansion, the possible impact on the current market will
related methodologies. Consequently, the evaluation will lead to the discussion and
undertaken. After this marketing analysis has been completed therefore, the actual
being part of the organizational resources strategy, target market and marketing mix,
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1.1. Products and Services
Vavavoom ice cream is innovated from local Tongkat Ali coffee, Kacip
Fatimah coffee Manjakani coffe and Spirulina tea which is very popular
among the locals. Some people are reluctant to take tea or coffee, thus the
idea to use the extract of Tongkat Ali, Kacip Fatimah, Manjakani and Spirulina
foe ice cream comes into reality. It is a healthier ice cream that consists of no
artificial coloring and sweetener which can cause allergic reaction such as
many more. This product also used soy milk instead of dairy milk. Thus, this
ice cream will not make consumer becoming fat, as soy milk is proven to have
less fat and control calories in the body. Thus this product is suitable for
current type of consumer who is more cautious about health. Besides that
each and every flavors will bring a lot of benefits to customer. The benefits of
Anti-Fever Effects
In 1995 it was reported that the quassinoid from Tongkat Ali has an
anti-fever effect. The quassiniod was two times more effective than
aspirin.
Anti-Cancer
which included breast cancer cells, colon cancer cells and leukemia.
Anti-Oxidant Properties
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Studies conducted by the Forest Research Institute Maylasia (FRIM)
Thermogenic/Energy
Anti-Anxiety Effects
effect.
performance, Tongkat Ali has its stake in man’s sexual drive. But that
does not necessarily mean that Tongkat Ali is not effective on women.
Anti-Ageing Agent
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Ease Menopausal Smptoms
menopausal symptoms.
aging
asthma.
bones.
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1.1.4 Spirulina benefits:
With a full spectrum of ten mixed carotenoids. About half are orange
carotenes: alpha, beta and gamma and half are yellow xanthophylls. They
protection
Beta carotene is good for healthy eyes and vision. Spirulina beta carotene
of B-12, essential for healthy nerves and tissue, especially for vegetarians.
About 60% of spirulina’s dry weight is protein, which is essential for growth
rich meat and dairy products in one’s diet. Every 10 grams of spirulina can
supply up to 70% of the minimum daily requirements for iron, and about
three to four times of minimum daily requirements for vitamins A (in the
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Vavavoom Ice Cream Shop will serve several flavours as mentioned above as
Shop’s facility, the company will always properly handle the products, which have
higher incidences of spoilage. The Owner will ensure, at all times, the company’s
facility is in compliance with all health and food safety laws. Management intends
to further the support for the business by franchising of ice cream, ice, and other
food products to local .This will allow the business to further its ties to the local
economy. The main items for sale will be hand dipped ice cream and yogurt
caramel, butterscotch or fruit, banana splits shakes malts and ice cream sodas
At this time, Vavavoom the Ice Cream Shop requires $100,000 of debt funds.
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1.3 Investor Equity
The company is not seeking an investment from a third party at this time.
Nor Ismawarni bt Ismail owns 100% of the Vavavoom Ice Cream Shop, Inc.
If the business is very successful, the company may seek to sell the business
to a third party for a significant earnings multiple. Most likely, the company will
Vavavoom Ice Cream Shop. Based on historical numbers, the business could
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2.0 STRATEGIC PLAN AND FOCUS
order to have the customer return again for another satisfying, flavoursome
treat, while at the same time earning a reasonable return on the initial
investment"
must ensure that the customer continues to return to purchase the product,
again and again. One way to ensure repeat business is to provide consistency
in both the product and service. Vavavoom’s product speaks for itself; the
In order to earn a reasonable return on the investment, along with the ability
personnel, and the constant search for ways to reduce the cost of sales of our
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2.2 Goals and Objectives
Non - Financial
Malaysian.
Financial
The company expects a strong rate of growth at the start of operations. Below
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2.3 Core Competencies / Competitive Advantage
Vavavoom ice cream is different from any other ice-cream. Vavavoom is one
of a kind ice cream in the industry as the product varies from other brand. This
contains natural ingredients and offer new type of flavours (Tongkat Ali, Kacip
Fatimah, Manjakani and Spirulina) which other competitors did not serve.
Most important is, each of the flavours offered contains its own strength and
benefits towards consumers. This product also used soy milk instead of dairy
milk. Thus, this ice cream will not make consumer becoming fat. Soy milk is
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3.0 SITUATIONAL ANALYSIS
Strengths
- Soy milk- ice cream tends to be less smooth & freezes harder than
ice cream made with cow milk.
- Considering expansion, with regards seeking certain market
segments. If these market segments are not targeted appropriately,
then this may turn out to be an unsuccessful venture, when
considering market impact.
Opportunity
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3.2 Political Analysis
The Government’s policies with regards healthy eating and obesity as well as
perhaps restricting advertising concerning “junk food”, has played a major role
with possible future sales, as well as actual ice cream content. Alternatives were
At some point in time a realisation occurred, that ice cream sales were mostly
governed by the weather and were consequently seasonal. This was a big
problem as staff employed on a seasonal basis, were a big cost element to the
company. Once again it can be clearly seen that a lack of actual control existed,
Certain trends seemed to be emerging at the time, with regards a new and
lower fat content, leading to an overall health improvement. While in prior years a
minimum fat content of five and a half percent within ice cream was sought, this
has changed dramatically. Thus provide a good condition for the company to
3.5Technological Analysis
The ice cream industry really came into being around the year nineteen twenty-
six. This was due to the technological factor concerning the development of a
viable process freezer. This in effect permitted mass production of this product as
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3.5 Industry Analysis
Due to rising disposable incomes, ice cream sales are growing steadily in
Malaysia. In particular, ice cream parlours, such as Hagen-Dazs, which serve the
consumers for bulk ice cream and multipack ice cream, as seen in the
retail shop industry has experienced a healthy level of growth over the past
decade. The Malaysia Economic Census estimates that there are over 100,000
individual cafes and specialty health food restaurants in Malaysia. This number is
expected to increase at a rate of 5% per annum. While the growth rate of the
difficult to categorize the average customer of the Ice Cream as many people, of
all walks of life, enjoy the products offered by the company. However,
Management expects that the average customer will be middle to upper middle
class man or woman living in the Company’s target market. The target age will be
around 25 – 40 years old. This product is meant for adult as the flavours and
benefits offered by the product best suits customer of this relevant age.
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3.6.1 External Customer Analysis
Concerning ice cream sales, it seems that in previous years, the customer
has enjoyed purchasing really good tasting, “full cream” ice cream. This has
incorporated relatively high fat content. It has possibly also included desired
Health and health care products seem have not featured highly on the agenda
of the customer. Certain trends however, have begun to create the opposite
effect.
instead. It seems that the current segmentation approach of the high fat food
include the low fat element as a possible means of purity and satisfaction. It
seems that a “gap in the market” would possibly exist, which should be
“healthier lifestyle” market segment and the low fat and purity content market
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3.7 Competitive Analysis
There are many ice cream manufactures in Malaysia. But there are four close
competitors which can be considered as threat to the company. They are Walls,
consider as different from any of the competitor as none of them offered the
flavours that Vavavoom ice cream offer. The price of Vavavoom ice cream is
much lower compared to Hagen-Dazs and Baskin Robin but serve better quality
The climate in Malaysia is tropical with high temperatures and high humidity
throughout the year. Daytime temperatures rise above 30°C (86°F) year-round.
Thus sales of Vavavoom ice cream will be maintain and highly demanded in this
September and the northeast monsoon from November to March, and different
parts of the country have their dry and wet seasons at different times of year. It
concentrate one place at a time. As example, on the west coast, the wettest
months are May to October, while on the east coast; the wettest months are
between November and February and dry weather is June and July on the east
coast, January and February on the west coast, April in Sabah and June to July
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4.0 Marketing Program Strategy and Tactics
that will ensure maximum visibility for the business in its targeted market. Below is
an overview of the marketing strategies and objectives of the Vavavoom Ice Cream
Shop.
- Implement a local campaign with the Company’s targeted market via the
base.
Retail marketing will be the most difficult portion of the marketing strategy. This is
because one of the essential elements to reaching a retail food and beverage
purchasing audience is that the company must build a brand affinity with the
customer. Vavavoom Ice Cream Shop will maintain a moderate level of traditional
print and media advertising among local channels. These promotional campaigns
will provide customers with coupons and special savings deals that will entice
within the Klang area so that the business has instant traffic and visibility upon its
grand opening. As stated earlier, the business will also heavily benefit from the
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anticipates that a vast majority of the company’s revenues will come from
- The final course (dessert) after a meal has been consumed elsewhere.
4.3 Product
In terms of the product offered, as has been discussed, this has been a highly
valued item, appealing strongly towards the target market. Its appeal regarding
“traditional values” including purity and friendliness and consequent highly valued
brand image, have positioned the product accordingly. Also, when consequently
consumer have been substantial. The product is also available with diversification
having occurred, smoothies, hand dipped ice cream and yogurt cups/cones,
sundaes and many more. Once again competitive advantage may be seen via
4.4 Price
When considering price, due to this superior product being offered via its highly
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interpreted as being worthy of the product on offer. Also, the substantial volume
variety on offer concerning sales, created a substantial price variety for the
customer. As the extract for Tongkat Ali, Kacip Fatimah, Manjakani and Spirulina
is quite high, thus it will affect the price of the product. However, the suggested
price of RM 3.99 per scoop is still considered as low and affordable to the target
4.5 Promotions
As stated before, the climate in Malaysia The climate in Malaysia is tropical with
high temperatures and high humidity throughout the year. Daytime temperatures
rise above 30°C (86°F) year-round. Different parts of the country have their dry
and wet seasons at different times of year. It makes it easy for the company to
example, on the west coast, the wettest months are May to October, while on the
east coast; the wettest months are September to December. Kuala Lumpur is
Borneo sees its heaviest rainfall between November and February and dry
weather is June and July on the east coast, January and February on the west
coast, April in Sabah and June to July in Sarawak. So the promotional campaign
will be more on dry season following the months on which each part is on.
4.6 Place
sales and increased profits. Vavavoom Ice Cream Shop also supplies
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substantial amount of brand awareness, leading to the possibility of increased
retailer outlets. Competitive advantage can clearly be seen with regards brand
awareness and strong brand image. Further competitive advantage exists with
At this point in time, Porter’s Five Forces Model will be utilised, with regards a
The ice cream offered by Vavavoom Ice Cream Company could be seen as
This will occur once again, while considering Vavavoom Ice Cream
different ways described. Once again a real threat occurs, as this newly
created health food market referring to the low content fat requirements
within ice cream and the attempted negation of junk foods, may create
a new target market within the food industry. This new target market
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referring to new market segments will create a “gap in the market.”New
regards this new food and ice cream market. This would be the case
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While concerning threat of substitute products:
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5.0 FINANCIAL DATA AND BUDGET
The Ice Cream Shop will have an annual revenue growth rate of 10% per
year.
The Owner will acquire $100,000 of debt funds to develop the business.
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5.4 Profit and Loss Statement
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5.5 Cash Flow Analysis
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5.6 Balance Sheet
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5.7 General Assumptions
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5.8 Business Ratios
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5.9.1 Expanded Profit and Loss Statements (First Year)
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5.9.2 Expanded Profit and Loss Statements (Second Year)
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5.9.3 Expanded Profit and Loss Statements (Third Year)
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REFERENCE
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Business Resource Software, Inc.(2011) Marketing Plan Outline
http://www.businessplans.org/market.html
Free Ice Cream Shop Business Plan For Raising Capital from Investors, Banks
http://www.thefinanceresource.com/free_business_plans/free_ice_cream_sho
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Jeanna Bryner (2009). Healthy ice cream? Scientists set out to create it Probiotics,
antioxidants to be added to the fat- and calorie-filled treat
http://www.msnbc.msn.com/id/33838750/ns/health-diet_and_nutrition
Richard Wilson (2009). Herbal benefits and resources. Everything about herbs.
Herbal remedies, medicinal herbs, herbs in the garden, herbal
recipes.http://herbalnation.blogspot.com.
Shelley Pewitt (2005) We All Scream for Ice Cream! A Marketing Plan.
http://alex.state.al.us/lesson_view.php?id=24824
Yash Lumbao (2010) Ten Step Marketing Plan for Selected Ice Cream
http://www.slideshare.net/yashminlumbao/10-step-by-step-marketing-plan-
selecta-ice-cream
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