You are on page 1of 3

7 PS OF MARKETING: FUN CREAM FOODS LTD.

PRODUCT The product of Funtacy ice cream ranges from small cups to gallon packs with flavours of more than 85 varieties. Funtacy ice cream is known for delivering delicious and innovative flavours to its customers. The range of products include small cups, large cups, family pack, party packs, bulk pack, gallon pack, cones and candy sticks. The product range also contains exotic items that include exotic shahijalebi coconut, exotic gulabjamun, etc. which makes Funtacy known for its innovative flavours. PRICE Their ice cream ranges between Rs5(40 ml) up to Rs 570 a gallon (4000 ml)
PRODUCTS Small Cups(40ml) Large Cups(90ml) Daisy Bliss(115ml) Family Pack(500ml) Party Pack(1000ml) Bulk Pack(4000ml) Gallon Pack(5000ml) Candies Cones Tubs (750 ml) Funtasis Exotic items 500 ml 1000ml 4000ml PRICE (Rs) 5 to 10 10 to 18 25 45 to 80 80 to 160 280 to 525 300 5 to 25 12 to 25 120 to 130 15 to 35 75 to 85 160 568

PLACE Fun Cream Foods ltd. has its manufacturing unit established in Verna, Goa which was established in 1999. Last year in December 2011 they have established their second unit in Mumbai. They are also in the process of setting up its unit in Pune.

As the companys manufacturing unit is located in the centre of state, this helps them to distribute their products in North Goa, Maharashtra, South Goa and Karnataka. As a branded Goan product Funtacy has been lucky to cross borders and is available in Pune , Chiplun, Solapur in Maharashtra and Belgaum, Dharwad, Bijapur, Sirsi , Karwar, Kundapur and Manglore in Karnataka. The company has 15 distributors who take care of the retail outlets in and outside the state and supply to parties, functions, etc. in bulk orders. The transportation facilities and the easy availability of the special trucks (7 Trucks) have provided a boost. Cold refrigerated trucks are there in place and the warehouse also has the cold storage facility that facilitates the transportation.

PROMOTION The company advertises its brand through local news papers by putting different flavour ice-cream menu sheets. As a part of promotional strategy, Fun Cream Foods limited advertises its products with help of attractive product menu charts which include their innovative and unique flavoured ice creams like GulabJamun, jalebi, etc. They are displayed at retail outlets to attract customers which creates desire to go for these new flavours. Other than Goa, their products are also available in Karnataka and Maharashtra. Fun ice cream Ltd. Sponsors annual horse race events which is held in Pune. The Trophy for this event is named after this company i.e. Funtacy Ice Creams Trophy. This is mainly done to increase market share in Pune.

PROCESS The process of ice-cream production includes the following in the company: Mixing tank (where milk, sugar, cream, skimmed milk, malt dextrin, emulsifiers, flavours, colouring, dry fruits and nuts are added and mixed).

Lollitanks/freeze trays (where the above mixer is allowed to set in different sized trays). Hardening tunnel (which hardens the mixer content) Packaging (Here primary as well as secondary packaging is done). Cold storage room. It produces 5,000 litres (3,000 units) a day at their factory in Verna industrial estate. Out of this 50 per cent is consumed locally and the rest is sent to parts of Maharashtra and Karnataka.

PHYSICAL EVIDENCE /PACKAGING Funtacy product menu charts have blue background and its logo of cooks smiling face with different colours on it represents availability of variety of coloured ice-creams. Each retail outlets which exclusively sells the products of Funtacy are provided with hoarding boards with company logo and the name of the retail outlet on it. These retail outlets are also provided with Freezers at discounted rates having Funtacy logo on it. The company believes in the Sales Mantra, JO DIKTA HAI WOHI BIKTA HAI which means what is seen; only that is sold. Hence their retail outlets are been told to position the freezer at the entrance of the outlets so as to attract customers and boost sales.

PEOPLE Company has professionally trained technical human resource. At present there are around 60 people working in the company. They recruit its staff through advertisement on newspapers and websites such as http://www.ritzconsultant.net .wherein they mention details about the HR requirement such as job discirption, summury, desired candidate profile, etc.

You might also like