Evaluation of Entry into Ice cream Business - BRAC University ...

Club Gelato:
Basic Company Information
� Location: Banani, Road# 11 (Planning for a second one in Dhanmondi)
� Established in: 2001
� Seating Capacity: 48
� Area: 1250 sft (including kitchen)
� Owner: Mr. Jahangir Alam (Bangladesh)
� Business Type: Joint business partnership with Singapore
� Staff: 15 people (6 in the kitchen)
� Production capacity: 150 litres per day
Product Related Information
� Product: Italian style parlour scoop ice cream, fruit juice, coffee and pastries
� Flavours: Around 32 flavours available
� Most selling: Ferraro Rocher, Vanilla, Pistachio
� Innovations: New variants and ingredients are communicated by their Italian supplier and Club
Gelato decides what to take from them.
� Serve type: Cup, Cone, Glasses, Box for take away
Consumer Profile
� Primary: Teenagers and Young Adults (18-30) & Diplomats
� Secondary: Family consumers for eat out
� Income Group: High income customers; tentatively from SEC A and higher SEC A
� Geographic Area: Diversified
� Rush time: 8-10 pm
Sales and Price Information
� Sales: BDT 50,000 (60% Ice cream, 40% other desserts) daily in summer. In winter however, other
products sell more and thus they keep total sales at the same level.
� Price: 750 per litre for any flavour.
� Sales Volume: 50-60 litres per day
Supply Chain/ Placement Information
� Milk: Local sourcing from Milk Vita (40/50 litres per day)
� Chocolates & Flavours: Belgium, France, Germany
� Transportation: Mainly air (They can afford it due to high margin)
� Contribution of various materials: Flavours (30%), Milk (20%), other parts are water and air
Promotional Materials
� Materials used are near premises POS materials for promoting the parlour only.
Table 23: Detail of Club Gelato
Evaluation of Entry into Ice cream Business for Bangladesh Limited 38