Strategic Advisor to Cold Love
Key work areas for the client
Tasanaya carried out a detailed competition analysis to identify potential gaps in the premium ice-cream segment. Defined a growth plan and roll-out strategy for the brand and did key Client introductions in the B2b and retail segment. Tasanaya advised on strategic decisions including- key recruitments, product and pricing, inventory and supply chain management, and helped negotiate commercial terms with aggregators.
Tasanaya helped create a brand positioning for the brand to help carry out effective digital marketing and budgeting marketing spends on social media and aggregator platforms. Coordinate with freelancers for menu design and other creatives for the brand including packaging. Tasanaya helped defined the fund raising strategy. We then Created investor documentation including- business plan and investor presentation, benchmarked an appropriate valuation and advised on suitable investors to raise Pre-Series A growth capital for the business.
Final results and outcome
Cold love has been the first brand to penetrate the existing market through the Dark kitchen Format, by engaging actively with the aggregators in the Ice-cream segment. Currently the brand has 4 dark kitchen stores across Delhi NCR and 1 parlour in the pipeline in Jodhpur. Despite high competition in the segment, Cold love has managed to differentiate itself through its product and persona with a high customer retention rate of 27%, leveraging growth through effective digital marketing with 80% delivery revenue through online channels.
Cold love has a well formulated growth strategy, subsequently moving towards both Parlour in popular high street markets and Kiosks in successful malls and diversify revenues through institutional and B2B segments.