TERM PAPER

OF
MARKETING

SUBMITTED TO: COMPILED BY:

KANWAL GURLEEN VINEETH
BBA/MBA”C”
REG NO:
3020070239
ROLL NO:33
“ CONTENTS ”:
 ACKNOWLEDGMEN
T
 EXECUTIVE
SUMMARY
 OVERVIEW OF
COMPANY
 PRODUCTS
 MARKETING MIX
 NEW DEVELOPED
PRODUCT
 S.T.P
 PLC
  PROMOTIONAL PLAN AND
DISTRIBUTION OF THE
PRODUCT.

EXECUTIVE SUMMARY:
The following term paper describes the
product range and the promotional plan of
“cold stones creamery”. It describes the
overview, marketing mix , promotional plans
of the company. Cold stones creamery is a
ice-cream manufacturing company
producing various ice-cream based products
all over the globe.
OVERVIEW:

COLD STONE CREAMERY’s ARE THE MAJOR

PRODUCER OF ICE-CREAM,AND MILK
PRODUCTS IN INDIA.ESTABLISHED IN 2005
COLD STONE HAS OPENED 200 OUTLET’S ALL
OVER INDIA AND ABROAD WITH THE
NAME:”GELETINO”.IT HAS SEVEN
MANUFACTURING PLANTS ALL OVER INDIA
AND IS ALSO THE SAFEST ICE-CREAM
MANUFACTURING PLANT.

THE P’s OF MARKETING:

THE 4P’s ARE DIVIDED FURTHER INTO

VARIOUS OTHER FEATURES LIKE VARIETY,
BRAND,QUALITY,SIZE,DISCOUNT, SALES, ADS
CHANNELS,LOCATIONS,COVERAGE .
THE COMPANY:COLD-STONE CREAMERY.

THE COMPANY
MASCOT:CREAMY-COW.

THE FOLLOWING DESCRIBES THE

MARKETING STRATEGY OF “COLD
STONES”WITH RESPECT OF THE 4P’s
DURING ITS INTRODUCTION,
GROWTH, MAJORITY AND DECLINE.
THE P’s DURING INTRO.:
(a).PRODUCT:”COLD STONE” CAME UP
WITH TWENTY TYPES OF ICE-CREAM
FLAVOURS WHICH WAS UNIQUE IN
ITSELF.APART FROM THE REGULAR
VANILLA,STRAWBERRY,CHOCOLATE
FLAVOURS COLD STONE MADE GREEN
APPLE,BANANA,PINEAPPLE,MIXED FRUIT
BASED FLAVOURS WHICH WERE INSTANT HIT
WITH THE CUSTOMERS.ALSO THEY FOUND IT
TO BE MORE CREAMIER,SOFTER THAN THE
OTHER ICE-CREAM BRANDS
AVAILABLE.APART FROM THE NORMAL
CUPS,SCOOP,CONES .THEY MAKE A SPL.
SUNDAE CALLED :”COCO-BROWNIE”WHICH
IS THE MOST FAMOUS PRODUCT OF COLD
STONE.ALSO “FRUIT STICK” MADE FROM
FRUIT JELLY IS QUITE HIT WITH THE KIDS.
IT INCLUDED CONES,STICKS,ICE-CREAM
BRICKS,FAMILY PACK AND SPECIAL SUNDAE
PACK AVAILABLE IN 5OOML,1L,2L PACK.

(b)PRICE:THE INTRODUCTORY PRICES WERE

VERY REASONABLE.THEY WERE VERY LOW AS
COMPARED TO THE ESTABLISHED
BRANDS.ALSO TO MAKE A GOOD
REPUTATION COMAPNY CAME UP WITH
OFFERS LIKE “BUY 1-GET 1”,”RS.10 OFF ON
THE PURCHASE OF 1L PACK”,”BUY 2L PACK
AND GET 5OOML PACK FREE”.IT HELPED THE
FIRM TO GET THE RIGHT START.THE “COCO-
BROWNIE”AND FRUIT STICKS THE MOST
FAMOUS ITEMS ARE THE MOST EXPENSIVE
PRODUCTS OF COLD STONE.
(c).PLACE:COLD STONE CREAMERY’S
STARTED WITH 2 MANUFACTURING PLANTS
AND 5 OUTLETS IN MAJOR CITIES.THE
LOCATIONS WERE ALL URBAN
AREAS.”GELETINO”IS THE NAME OF ICE-
CREAM PARLOURS THEY HAVE OPENED ALL
OVER INDIA AND ABROAD.THE PLACES
INCLUDED EXOTIC MALLS,COMMERCIAL
AREAS,HOLIDAY SPOTS ETC.
(d)PROMOTION:THE PROMOTIONS WERE
DONE MAINLY THROUGH T.V. AND
NEWSPAPERS.THE COMPANY INVESTED
HUGELY IN IT LIKE OPENING
OUTLETS,BANNERS,ADS BY CELEBRITIES
ETC.OUR BRAND LOGO NAMED”THE
CREAMY-COW”WAS ALSO A ATTRACTING
POINT FOR THE KIDS.

P’s DURING GROWTH:

(a)PRODUCT:THE GROWTH OF COMPANY
WAS REALLY FAST.BUT THE EXPANSION
DID’NT AFFECTED THE TASTE AND QUALITY
OF PRODUCT.
THEY INTRODUCED VARIOUS OTHER MILK
PRODUCTS APART FROM ICE-CREAM LIKE
MILK BASED DRINK,NEW ICE-CREAM
BARS.THERE “COCO-BROWNIE”AND “FRUIT
STICKS”WERE STILL POPULAR AND HAD THE
SAME FRESHNESS IN TASTE.
(b)PRICE: THE PRICES WERE A BIT RAISED
SEEING THAT THE REGULAR CUSTOMERS
WERE NOT REDUCED WITH HIKE IN
PRICE.STILL THE OFFERS WERE AVAILABLE
WITH SOME PRODUCTS AND THEY ALSO
PROVIDED VARIOS SCHEMES DURING FESTIVE
SEASON.THERE NEW PRODUCTS WERE
CHEAPER.
(c)PLACE: THE OUTLETS WERE EXPANDED
WITH MORE SPACE AND AT VARIOUS NEW
LOCATIONS ALL OVER INDIA AND
ABROAD.THE OUTLETS WERE BUILD WITH
VARIOS THEME AND SMALL PLAY GROUND
NURSERY FOR THE KIDS WHO CAME TO THE
SHOPS.
(d)PROMOTION: THE MAJOR MEDIUM FOR
PROMOTION WERE STILL THE ADS,PAPERS
ETC.WITH GROWTH THEY ROPED IN BIG
NAMES FOR AD CAMPAIGN.BUT THERE
MAJOR PROMOTION WERE DONE BY THE
SATISFIED CUSTOMERS THEY HAD.

P’s DURING MATUARITY:

(a)PRODUCT: THEY BOUGHT A NEW TREND
IN ICE-CREAM DURING THE MAJORITY
PERIOD.THEY INTRODUCED “DISNEY-
THEME”BASED ICE-CREAMS KEEPING IN MIND
THE CRAZE FOR ANIMATIONS AND FICTIONS
IN KIDS .THEY INTRODUCED 5 NEW FLAVOURS
WITH BRAND NAME:”CREAM-DISNEY”. THEY
INTRODUCED NEW LOW-FAT, CALORIE FREE
ICE-CREAMS KEEPING IN MIND THE ADULT
CUSTOMERS.
(b)PRICE: THE PRICES OF THE PRODUCTS
WERE THE SAME.NEW PRODUCTS WERE
LAUNCHED WITH VARIOUS NEW
SCHEMES.FREE DISNEY TOYS,GIFT
HAMPERS,FREE ICE-CREAMS WERE ALSO
GIVEN TO LUCKY WINNERS.
(c)PLACE: THE OUTLETS WERE RENOVATED
WITH NEW COLORS,TEXTURES.THE OUTLETS
WERE EXPANDED TO 150 ALL OVER THE
WORLD.ALSO THEY OPENED OUTLETS ON
HIGHWAYS AND IN CITIES WITH 24 HOURS
SERVICES,PETROL PUMPS,ATMS AND
MEDICAL SHOPS.
(d)PROMOTION: WITH BEING IN MAJORITY
THEY MAINLY FOCUSED ON THE
SATISFACTION OF CUSTOMERS.THEY
INNOVATED THE OUTLETS AND PLACED
THERE MASCOT”CREAMY-COW”OUTSIDE
THEM.THEY CAME UP WITH NEW
ATTRACTIVE PACKS FOR ICE-CREAMS WITH
TOON PICS, COLOURS AND NEW
ADVERTISEMENTS.THEY INTRODUCED FAMILY
PACKS WITH 3 CATEGORIES:”TAKE AWAY
PACK”;”EAT IT;“DOUBLE TREAT PACK”.THEY
WERE HANDY AND EASY TO CARRY.

P’s DURING DECLINE:

(a)PRODUCT: DURING THE DECLINE THE
COMAPNY CAME UP WITH IDEA OF A 2 NEW
PRODUCTS:”FRUIT-FUDGE” A MIX FRUIT
BASED ICE-CREAM AND “JELLY-BELLY”ICE-
CREAM MADE FROM JELLY AND VANILLA ICE-
CREAM.THEY ALSO STARTED HOME-DELIVERY
OF ICE-CREAMS.
 (b)PRICE: PRODUCT PRICES WERE SLASHED
AND SCHEMES WITH DISCOUNTS, FREE GIFTS
WERE FIXED FOR ALL MAJOR RODUCTS.THEY
ALSO MADE HOME DELIVERY FOR FREE OF
COST.
(c)PLACE: THE OUTLETS WERE OPENED IN
ALL MAJOR MALLS, COMMERCIAL AREAS
WITH BETTER FACILITIES AND LOCATIONS
ACCESSIBLE TO ALL PEOPLE.
(d)PROMOTION: THE PROMOTIONAL EVENT
WAS IMPROVISED MORE WITH NEW PACKS AND
PRODUCTS.MORE BANNERS AND NEW ADS
SHOWING CARTOON CHARACTERS AND TOYS WERE
INTRODUCED.THE NEW OUTLETS WERE DECORATED
AND PLAY NURSERY WITH RIDES WERE BUILD IN
VARIOUS OUTLETS.THEY CAME UP WITH A NEW
SLOGAN”DREAM-CREAM WORLD” AND SHOWED
THAT THEY HAVE THE SAFEST MANUFACTURING
PLANT WITH INTERNATIONAL TECHNIQUES AND
QUALITY.THEY ALSO IMPROVISED THE TASTE AND
FLAVOURS.
 THE COMPANY HAD ADOPTED
VARIOUS MARKETING PLANS AND
MIXS TO PROMOTE THERE PRODUCTS
IN MARKET.IT MAINLY FOLLOWS :

BANNERS, ADVERTISEMENTS,
DISCOUNTS, GIFTS ETC.
ALL THE PROMOTIONAL CAMPAIGNS ARE
MADE KEEPING IN MIND THE TASTE AND
PREFERENCES OF KIDS.THE COMPANY
MAINLY FOCUSES ON THE SELF SATISFACTION
OF YOUNG CUSTOMERS SO THAT THEY FORCE
THERE PARENTS TO BRING THEM AGAIN AND
AGAIN TO OUR ICE-CREAM SHOPS.
THE PROMOTIONAL MIXS:

THIS WAS THE FIRST

LOGO USED BY THE COMPANY TO PROMOTE
THE ICE-CREAM BRANDS ALL OVER INDIA AND
ABROAD.THE COMPANY USES””PRODUCT
AND MARKET SPECIALIZATION “TECHNIQUE
TO STAY IN THE MARKET.THE COMPANY’S
SUCCESS HAS BEEN MAINLY DUE TO
CUSTOMER SATISFACTION THE LARGE
VARIETY THEY PROVIDE TO THEM.
PRODUCTS AND PROMOTION:
“COLD STONE” CAME UP WITH TWENTY
TYPES OF ICE-CREAM FLAVOURS WHICH WAS
UNIQUE IN ITSELF.APART FROM THE
REGULAR VANILLA,STRAWBERRY,CHOCOLATE
FLAVOURS COLD STONE MADE GREEN
APPLE,BANANA,PINEAPPLE,MIXED FRUIT
BASED FLAVOURS WHICH WERE INSTANT HIT
WITH THE CUSTOMERS.ALSO THEY FOUND IT
TO BE MORE CREAMIER,SOFTER THAN THE
OTHER ICE-CREAM BRANDS
AVAILABLE.APART FROM THE NORMAL
CUPS,SCOOP,CONES .THEY MAKE A SPL.
SUNDAE CALLED”COCO-BROWNIE”WHICH
IS THE MOST FAMOUS PRODUCT OF COLD
STONE.ALSO
“FRUIT –STICK”MADE FROM FRUIT JELLY IS
QUITE HIT WITH THE KIDS.

COCO-BROWNIE, COLD ROCK ARE

THE MOST FAMOUS PRODUCT OF
COLD STONES :

COLD STONES’S FIRST EVER SHOP:

THIS WAS THE FIRST SHOP OPENED IN INDIA,

SINCE THEN IT AS OPENED 200 SHOPS ALL
OVER THE WORLD. IT INCLUDED
CONES,STICKS, ICE-CREAM BRICKS,FAMILY
PACK AND SPECIAL SUNDAE PACK AVAILABLE
IN 5OOML,1L,2L PACK AT AFFORDABLE COST.

COMPANY’S NEW LOGO:

THE COMPANY
MODIFIED THERE LOGO TO A NEW ONE TO
SUIT NEW CUSTOMERS AND ALSO MODIFIED
THERE OUTLETS ALL OVER WITH NEW LOOKS,
PLAY SCHOOLS FOR KIDS,CARTOONS ON THE
WALLS.
PRODUCT VARIETY AND SALES
PROMOTIONS:
All ice cream creations are offered in three
sizes: "Like It" (5 oz), "Love It" (8 oz), and
"Gotta Have It" (12 oz). There is also a kids'
size (3 oz).
"Cold Stone Originals" are recipes that
include the ice cream and mix-ins of any given
"Signature Creation” .Customers may also
choose to alter the Signature Creation if they
prefer by substituting the ice cream it is made
with, or one or more of the mix-ins. If a
customer does not want a Signature Creation,
he or she may choose his or her own tailor-
made ice cream creation by picking both the
ice cream and "mix-ins". Customers have a
selection of waffle bowls or cones, either
plain, dipped in chocolate, or dipped in
chocolate and sprinkled with shredded
coconut, peanuts, almonds, or rainbow
sprinkles to put their icecream in.
Cold Stone offers a variety of smoothies ,
shakes and signature cakes. All of Cold Stone's
ice creams (including milkshakes made from
their ice cream) excluding the "sinless fat-free
ice-cream" and sorbets contain low fat.

VARIOUS ICE-CREAMS OF COLD

STONES (company tools):
THE 5 M’s IN THE PROMOTION:
1. MISSION: Includes the mission to aware the
people about the products. making them know about
the product.
2. MONEY: It includes the monetary help needed to
raise the money for promotion, marketing.
3. MESSAGE:awareness,advertisements,informing
about the product, social responsibility review.
4. MEDIA: To reach to the public by the medium of
media like ads, banners,tv,newspapers for mass
informations.
5. MEASUREMENT :It measures the channels of
communications to the customers.the plans to
implement the promotions.
PROMOTION
An effort by marketers to inform and
remind people in the target market about
products and to persuade them to
participate in the exchange

PROMOTION MIX.
Marketing mix is part of your marketing plan.
It defines product, place, price and
promotion. The promotion mix targets raising
product or brand awareness, communicating
the unique value proposition of your product
and gaining acceptance of your products. The
primary purpose and focus of promotional
mix is to get the desired result: the sale of
your product.
Four basic types of promotion
Personal selling
Advertising
Sales promotion
Public relations

Personal selling is one of the most

common of the promotion tactics. Most
companies will hire people to do the
selling: sales representatives, account
managers, inside sales representatives,
retail sales, sales agents, or
telemarketers. Face-to-face selling is
one of the most common methods of
selling, although sales by phone, and
more recently, sales by email, are
becoming well used. These are not
necessarily as effective, but they are
low cost sales tactics..
Steps in the Selling Process

START

Approach

Ask questions

Make presentation

Close sale

Follow up
Advertising is another common
promotion tactic. Advertising focuses on
brand recognition and identity; not on the
product alone. Advertising can be a costly
tactic that only the big businesses can
invest in; particularly advertising on
television which can cost anywhere from
$100,000 to over $1 million for a national
broadcast in prime time (for a 30-second
spot!). This cost is in addition to the cost of
producing the commercial. Advertising in
industry or consumer magazines is less
expensive and typically you can target your
advertisement to a specific industry or
region.

Coupons: THE COMPANY OFFERS COUPONS IN

THERE PRODUCTS TO ALLOW DISCOUNTS,FREE
GIFTS,FUN PRIZE,SURPRISE GIFTS AND OTHER OFFERS
SATISFIED KIDS IN COLD STORE
ENJOYIN THERE ICE-CREAM:

CONCLUSION:
THE COMPANY HAS BEEN PROMOTING IT’S
PRODUCTS AND CREATING SINCERE EFFORTS
IN THE MARKETING OF THERE
PRODUCTS.THEY HAVE BEEN INVOVLED IN
VARIOUS MARKETING TECHNIQUES TO
INTRODUCE NEW PRODUCTS IN THE MARKET
THEY HAVE BROUGHT MANY
PRODUCTS TO ATTRACT THE CUSTOMERS
WITHOUT COMPROMISING THE TASTE AND
QUALITY.THE PLC AND THE MARKETING MIX
HAVE RESULTED IN THE GROWTH AND
SUCCESS OF “COLD STONE CREAMERY”.