Cream Stone: The Young Premium Ice Cream Brand of India
| Case Code: MKTG455 Case Length: 9 Pages Period: 2022-23 Pub Date: 2023 Teaching Note: Available |
Price: Rs.400 Organization : - Industry :Media Countries : India Themes: Brand Strategy, Branding Strategy, Entrepreneurial Strategy |
Abstract
Case Intro 1
Case Intro 2
Excerpts
Abstract
The case discusses the growth of the Cream Stone Ice Cream Concepts (Cream Stone) brand in the premium ice cream market in India. Established in 2009, the ice cream brand developed into a cult brand spread across 87 stores in 21 cities in India. It paid a lot of attention to the quality of its ingredients, customization, and customer experience. With sensory branding strategies, promotions through celebrity encounters, adoption of technology, and a special franchising model, Cream Stone became a household name for premium ice cream in India. Viren Shah (Viren), Director of the ice cream brand, was behind the stupendous success of the brand that competed with foreign brands by offering a variety of flavors and catering to diverse consumer groups.
Going forward, Viren had to face a lot of challenges in cementing a strong position for his brand in the competitive ice cream segment in India. Can his brand explore its potential and sustain itself in the highly competitive ice cream market?
Issues
The case is structured to achieve the following teaching objectives:
- Understand the success of an Indian ice cream brand in the competitive ice cream market.
- Analyze the reasons for Cream Stone’s success in India.
- Understand the distinct competitive strategies a growing brand can adopt.
- Study the various types of entrepreneurs and the qualities of an imitative entrepreneur.
- Explore the challenges faced by Cream Stone and measures to overcome them.
Contents
Introduction
Background Note
Cream Stone – Driving Toward Success
Coping with the Pandemic
Challenges
The Way Forward
Exhibits
Keywords
Entrepreneurship; business strategies; brand management; branding
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