Scoop n Smiles is an ice cream and coffee shop opening in Fortress Stadium, Lahore. Its mission is to provide a relaxing environment for customers to socialize and relieve stress. Key objectives for the first year include being selected as the best new shop in the area and turning a profit from the first month. The shop will use high-quality ingredients and offer innovative flavors and services like WiFi. Pricing will be based on demand but maintain the shop's prestige in its upscale location. The business plans to promote through advertising, sales promotions, and public relations events.

2. Nature OF Business
 Scoop n Smiles ice-cream parlor is
determined to become a daily necessity for
local coffee addicts, a place of dreams to
escape the daily stresses of life.
 Scoop n Smiles will offer its customers the
best prepared coffee, juices, ice-cream and
also free books that its customers can read
and enjoy their visit.

3. OBJECTIVES
Scoop n Smiles objectives for the first year of
operation are:
Become selected as the “Best new ice- cream
and coffee bar in the area.”
Turn in profits from the first month of
operations.
Maintain gross profit.

4. Keys to Success
Keys to success will be:
Store design that will be both visually
attractive to customer, and designed for fast
and efficient operations.
Employees training.
Marketing strategies aimed to build a solid
base of loyal customer, as well as maximizing
the sales of high margin.

5. Mission
To create a unique place where customers can
socialize with each other in a comfortable
environment.
Helping our customers to relieve their daily
stresses by providing peace of mind, friendly
customer service with products of high
quality.
Scoop n Smiles will invest its profits to
increase employee satisfaction.

6. Placing
We have opened our shop in Fortress stadium,
Lahore.
It is a commercial area, its rent is 100, 000 per
month.
It is a market area, people use to come there with
their families for shopping and for sake of fun.
The customers will feel comfortable when they
see the hustle and bustle of the stadium from the
top of café.

7. Product Strategy
We use fresh milk and cream in the
production, according to customer’s need.
We made many innovations to give flavors to
ice- cream and coffee.
The ingredients use in the production are of
high quality.
We have made different flavors for customer
satisfaction.

8. Services
With production, we also provide services to
our customers.
Our objective is to make good relations with
the customers.
We provide them which they need and also a
peaceful environment, we try our level best to
keep them satisfy about our services.
We also provide WI-FI services to our
customers.

9. Pricing Strategy
Pricing strategy, the final mix element, is one
of the most difficult areas of marketing in
setting profitable and justifiable prices for the
firms product offerings.
Our ice-cream pricing strategy is based upon
not only on the demand, but also on the
market condition generally.

10. Skimming Pricing
 Our shop is in fortress and there the
standard is high so that’s why we have to keep
our prices high. Otherwise, it will lower our
standard. So we use skimming prices to
maintain our prestige.

11. Manufacturing
Manufacturing – the process in which we
produce all the items that we have.
Ingredients of ice cream
- Milk
- Cream
- Nonfat solids
- Dry milk
- Evaporated & condensed milk

12. - Sweeteners
- Sugar( sucrose )
- Corn syrup
- Eggs
- Butter
- Protein and carbohydrates
 Coffee making
- coffee beans, coffee butter
- mixed the coffee powder in hot water

13.  Manufacturing Procedure
- Blending
- Pasteurize
- Homogenize

14. - Age mix
- Add liquid flavor and color
- Freeze
- Add fruits, Nuts, and bulky flavoring
- Package
- Harden

15. production planning and Controlling
The four steps of production planning and
control is:
- Routing
- Scheduling
- Dispatching
- Follow up

16. Routing
- Fix the quantity and quality of products
- fix the men, machinery, and materials
- Manufacturing operations, production place
Scheduling
- Fix the amount work to do
- Arrange the different manufacturing
operation in order to priority
- Fix the starting and completing date & time
of operations

17. Dispatching
- Issue the materials, tools, fixtures, etc.
- Issue of order, instruction, drawing, etc. for
starting of work
- Maintain proper records
Follow-up
- Removes all difficulties
- Manage the routing and scheduling

18. Budget planning of ice-cream parlor
Business type:
Ice-cream parlor (scoops and smiles).
Cash Invested:
We are investing 6,000,000 in our business.
Location:
Our Ice-cream parlor is located in fortress.

19. Budget planning of ice-cream parlor
Rent of shop:
Rent of shop in fortress will be 100,000 Rs.
Plant and machinery setup :
Plant and machinery price is Rs. 15,00000.
Ice-cream Mix machine:
A wonderful machine, easy and flexible for our
ice cream mix. Our machines are computer-
controlled and easy for ice cream makers to
prepare.

20. Ice-cream Mix machine

21. Ice-cream cone machine

22. Ice-cream filling machine
Ice-cream filling machine is used for high
quality ice cream. By changing the moulds,
you can fill ice cream into different containers
like cups, cones etc.

23. Production stock
Ice-cream is a complex product. Dairy ice-
cream contains milk fat, sweeteners, coffee
beans, dry fruits, cup cakes, flavors and fresh
fruits. We invested 2,500,00 Rs for purchasing
stock.

24. Promotion
Is to influence a purchase decision of people
by
Information
Persuading
A way to enhance the demand of consumer

25. Integrated marketing communications
Focus on consumer need
Create a unified promotional message and
position in target market in
Ads
Stores displays
Product sample
Presentation by sales representatives

26. Promotional mix
“Scoops & Smiles” is B2C type of trading so it
will include non-personal selling
Objectives
• Providing information
• Differentiating our products
• Increasing sales
• Stabilizing sales
• Accentuating the product value

27. Promotional planning
we also do product placement by showcasing
our products in newspaper and magazines
Guerrilla Marketing
We introduce our product by innovations and
low market rate to get consumer attention in
unusual way

28. Promotional planning
Advertising
o Non personal communication targeted on large
number of potential buyer
o Product advertising
o Advertising & life product life cycle
o Newspaper
o Radio
o Magazines

29. Promotional planning
Outdoor advertising
Sponsorship
Sales promotion
Follow up
Public relations
Publicity