Marketing Research Presentation - Please have a GOOD command of English

· Super premium brand

· Supported by a leading private equity firm

· USP is high grade super premium ice cream

· Unique concepts like customers design their own creations which has been a success in international markets

· Ice cream consumption in India is lesser than other international countries since it is only 0.1 liters per capita yearly

· Emerging middle class in India with high spending power

· Growing ice cream industry

· Excellent return on investment possibility and ability to diversify

· A break away from traditional ice cream selling methods

· Intense price and quality competition from reputable international chains like Baskin Robbins

· The wholesale boxed market is a strong oligopoly of local brands (Amul, Kwality and Vadilal) with high barriers to entry which has not yet seen a successful international player

The product is hokey pokey ice cream. The point of differentiation for this ice cream is its super premium quality which stands out over other economy and standard quality ice creams in India. The quality is primarily defined by the amount of air trapped in ice cream during production (overrun) and the fat range of that ice cream. The hokey pokey ice cream has an average fat level of 15-18 and overrun range of 25-40 % which gives it, its super premium focus ( (Advani & Shrivastava, 2015).

The pricing for this product will not be kept too high. In the Indian ice cream industry, pricing tends to be variable over a range of spectrum. At one end, there are unorganized and unbranded varieties selling at cheap prices due to their average quality and on the other end there are reputable chains like Baskin Robbins selling at 55 rupees on average.

India is a viable market place since the Indian food and Beverage industry is a lucrative one. The industry revenues amount to a staggering 4.66 trillion dollars out of which the ice cream sector comprises of a huge chunk. The ice cream industry enjoys revenues worth 22 billion dollars and is steadily rising since 2001 at the rate of 12%.

The primary target market for Hokey Pokey ice creams is the middle class consumer. The demand is set to increase as India’s middle class population is swiftly on the rise. Spending power and incomes are also steadily rising for the middle class consumer.

The brand name will be based off the international brand “Hokey Pokey” since it’s recognized globally for its high quality ice creams (Pokey, 2016). The name also seems to suit its product category which is based on ice creams and desserts. The brand strategy will be based on communicating through brand name and through the super-premium quality of the product which will be its USP. This will deliver the message that the brand is magically unique and presents itself in a distinct way than what has been traditionally served in the Indian market till now. This brand message will be communicated to the Indian target consumer market. The brand will be further strengthened through signs, symbols, music, strong USP and ESP and through the establishment of international chains throughout the country (Chamikutty, 2013). Emotional attachment generates a lot of brand loyalty and repeat purchase so the brand hopes to associate happiness and likeable qualities with the brand. Bollywood stars will also be used to endorse the brand in order to strengthen its viability and credibility in the market since majority of the middle class is an avid consumer of television movies and soap operas.

Hokey Pokey’s mission is to the top brand consumed by the Indian public within the ice cream industry by attracting the highest market share (Advani & Shrivastava, 2015).

Hokey Pokey aims to provide the best ice cream and dessert experience to its consumers. As a result, it provides the best quality product which is categorized under “super-premium” quality. Consumers can also emerge themselves in the experience by participating and making their own creations. The Hokey Pokey brand presents a wide range of product offering to cater to everyone’s taste such s nuts, candy bars, cookies, brownies, fudge and other items (Advani & Shrivastava, 2015).

Bibliography Advani, S., & Shrivastava, A. (2015, April 6). Mumbai-based ice cream brand Hokey Pokey expanding its portfolio with Greek yogurt . Retrieved from The Economic Times: http://economictimes.indiatimes.com/small-biz/startups/mumbai-based-ice-cream-brand-hokey-pokey-expanding-its-portfolio-with-greek-yogurt/articleshow/46818995.cms Chamikutty, P. (2013, May 7). You Scream, We Scream, Lets All Scream Hokey Pokey Icecream. Retrieved from Your Story: https://yourstory.com/2013/05/you-scream-we-scream-lets-all-scream-hokey-pokey-icecream/ Pokey, H. (2016). Hokey Pokey. Retrieved from http://www.hokeypokey.in/