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
Introduction
On a warm Sunday afternoon in February 2022, Viren Shah (Viren), director of Hyderabad, India-based Cream Stone Ice Cream Concepts (Cream Stone) was immersed in a discussion with one of his store managers. Viren was stressing the point that the only way to stay ahead in the premium ice cream segment in India was by monitoring customer behavior. Regardless of season, the demand for the Cream Stone brand should not go down, he cautioned. Viren believed that adapting to change and keeping their eyes and ears open for the opinion of employees would help the brand address the needs of the customers effectively. Even during the COVID-19 pandemic, when ice creams fell out of favor, he managed to get his ice cream brand out of the crisis situation. His innovative out-of-the-box ideas included selling essential items through the Cream Stone stores and supplying ice creams to supermarkets that had run out of their stock of ice cream..
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