End to End Marketing Strategy to Increase Consumer Awareness Regarding Ice Cream and Frozen Dessert

Abstract

Demand for indulgence items like ice cream and frozen desserts has held steady as the world population rises, urbanisation rates rise, and global economies improve, and the projections are positive. The ice cream industry is developing swiftly and aggressively due to macroeconomic reasons such as rising disposable incomes and a growing desire for indulgence delights throughout the world. Amul and HUL’s Kwality walls are among the leading brands and top competitors. But Amul Ice cream are labelled as Ice cream whereas Kwality walls are labelled as frozen dessert. The survey shows that more than 50% consumers are not aware of difference between frozen desert and Ice cream. The project revolves around the marketing strategies to make consumer aware of these difference so that they can make informed decisions and better choices.