Dairy Den: design of ideal ice cream parlor

Abstract

This independent project for Dairy Den, Ahmadabad tries to examine the attributes of the ideal ice- cream parlor The various attributes included the product mix for both the indoor and the outdoor (open air) parlors. The methodology adopted was to first study the market for Dairy Den parlors (Chills, Thrills and Frills- CFT) and then see the various competitors in the premium and lower segments. There was secondary research conducted for this purpose. Also theoretical models on store location were examined. Then primary consumer survey was undertaken among the target segment in Ahmedabad city to look at the key attributes of ice cream parlors, their expectations, their perceptions about the various parlors and therefore work out a strategy for Dairy Den. It revealed that the key attributes on which offerings are evaluated are flavors trend/style new innovations service and hygiene. This was in the basis if cluster analysis. Most customers preferred open-air parlors. In that case, they differentiated between jazzy parlors and economical parlors. Trendiness was conveyed through a number of flavors sampling of ice creams promos and offers hygiene and the crowd. The major occasions and times of going to parlors. In that case they differentiated between jazzy parlors and e canonical parlors. Trendiness was conveyed through a number of flavors sampling of ice creams promos and offers hygiene and the crowd. The major occasions and times of going to parlors are after dinner after a meal at a restaurant after a movie on a treat and with friends. Also, there was a strong correlation between going out on a treat and going out with friends. To convey jazziness an ideal parlor location id next to a movie hall or a popular restaurant. the brand perception map of Ahmedabad ice cream consumers reveals that Dairy Den and Naturals score on Quality, Havmore on Trendiness and Ambience while Amul and Vadilal are better on Service and Variety. Then we have outlined steps to gain a better perception on trendiness and service parameters for Dairy Den It is coming through that when consumers visit an ice cream parlor they do not expect other eatables such as burgers pizzas and sandwiches. However, they would want slushes ice-cream shakes and gloats to be present. There is a clear segmentation of parlors into outdoor (open air) and indoor ones both of which have their loyal set of customers in fact overlapping customers. What we observed was that one is preferred over the other and vice versa depending upon the need state (time of the day accompaniment purpose of visit etc.) of the consumers. Therefore, it is erodible that Dairy Den should have an open-air parlor or an indoor parlor with an open-air extension that vends ice- cream as in the case of Nirula's in Delhi.