This article has been contributed by Mr. Gagan Anand, Founder, Scuzo Ice ‘O’ Magic.
In the contemporary fast paced and competitive business, strategic brand positioning is crucial for the success of any franchise. Remaining relevant has increasingly become more important and difficult due the combined pressure of active digital media, unreliable customer behaviour influenced by new trends as well as high competition in the market. A well-positioned brand not only resonates with its target audience but also establishes long-term loyalty, driving profitability and growth.
How a brand is perceived in the minds of the customer is called brand positioning. For a franchise, this involves crafting a distinctive value proposition that appeals to both franchisees and end customers. The strategic aspect of brand positioning ensures that this value proposition is consistently delivered across all locations, ensuring brand integrity and customer trust.The objective is to establish a different yet compelling image that relates to the target audience on multiple levels. For franchise models to survive, it is essential to create a balance between larger narrative by the brand as well as the local adaptability by the franchisees.
Key Elements of Strategic Brand Positioning for Franchises
1. Target Audience Alignment
One needs to have clarity while defining their target audience as it should align with the brand positioning. Every franchise should define their target audience on the basis of gender, age, financial background, cities they belong to and their food choices in this case. Once defined, it would become easier for the brand to generate marketing messages and services accordingly. The franchise brand should constantly be aware of the changing trends and preferences especially of their targeted segment to remain relevant in the saturated market.
2. Clear Differentiation
The franchise should be aware where they stand in the ecosystem. These unique selling points can help them define their perceived image in the minds of the customer. These differentiators could be anything from product innovation, price, customer service in terms of convenience etc. Further brands can also incorporate their USP’s to create a competitive edge in the market. The demarcation allows the target audience to have a clear relation with the brand.
3. Brand Consistency
Maintaining brand consistency is one of the most difficult challenges for any franchise. The brand should offer unified guidelines of marketing and training programs to avoid any discrepancies in engaging with the customer. This consistency across all locations would allow the customer to establish brand loyalty and assurity to be served with the same product offering and brand messaging. Centralized practices help in building trust and recognition.
One of the major ways a franchise can maintain consistency is by having sufficient inventory. Lack of inventory can lead to bad customer experience and avoidance of that franchise in future due to lack of products. First impressions last a long time and failure to service would discourage the customer to repeat visits which would in turn not only lower the expected business for the franchise but would damage the brand’s image.
Localised flexibility is essential for the success of a franchise. While maintaining the brand identity, franchisees should also adapt the culture and preference of the region. For example, McDonalds has been doing this since inception where it introduces food inspired by the local flavours and hence establishes a connection with the said market. In a similar fashion, franchisees by incorporating local tastes will create stronger connect with the customer base.
5. Digital Presence and Innovation
World has gone digital now and what is visible in digital space is what sells. Franchise should prioritise its online presence to strengthen the brand reach to its audience.
For franchises, it’s vital to provide localized digital marketing tools to franchisees, allowing them to promote their stores while keeping the brand’s voice intact. Introducing a strong marketing plan, advertising and leveraging social media would enhance its existence and recall value. Technology and innovating customised customer experience with the help of data analytics and AI plays a major role to promote brand loyalty.
6. CSR initiatives
Modern consumer base is more inclined towards brands that favour sustainability and CSR activities. One way to promote sustainability is by introducing eco-friendly packaging, educating people about organic sourcing, and involving the community. Such practices would help the customers to build stronger connections with the brand and establish brand loyalty.
Role of Franchisees
Franchisees are the brand itself in the eyes of the customer, hence they play an important role in establishing brand consistency and customer perceptions. Brands should involve franchisees in strategic decisions and provide the necessary tools to help them succeed in delivering the brand’s value proposition. By fostering a collaborative relationship between the franchisor and franchisees, brands can ensure consistency while leveraging the local knowledge and expertise of their franchise owners.
To sum up
Strategic and deliberate brand positioning practices involve two aspects – consistent brand identity and localised adjustment. Through the identification of the ideal customer segment, franchisees can establish a strong image and brand loyalty in the market. On the same page, brands should embrace and support franchises in order to quickly and ethically scale their business and engage with their targeted audience in a seamless manner. By sharing responsibility for customer services, brands can focus on product innovation and elevating the brand’s perceived experience. A successful franchise is one that focuses on market positioning and unified experience.
In India, the franchise business is experiencing significant growth, with the Indian franchise industry currently valued at around INR 800 billion. The industry is expected to grow at a rate of 30–35% per annum in the coming years. This growth is driven by increased franchise opportunities and a boost in consumer spending.
To gain a deeper understanding of how a franchise business operates in India, we connected with Mr. Gagan Anand, Founder and Director of Scuzo Ice ‘O’ Magic. In this insightful conversation, Mr. Anand breaks down the dynamics of Scuzo’s franchise business, offering insights into how Scuzo is making its mark and providing us with a closer look at their unique position and strategy in this evolving business scenario.
StartupTalky: Could you share a brief overview of Scuzo Ice ‘O’ Magic and its unique position in the dessert industry?
Mr. Anand: Combining expertise with a commitment to innovation, Scuzo introduces a diverse range of delectable treats, capturing the essence of every child’s first love—ice candy. It is the first live popsicle brand in India that offers an innovative live popsicle concept where customers can select their favorite fruit from an extensive range and witness the craft as their popsicle is prepared within minutes.
Apart from popsicles, Scuzo offers premium products like gelatos, sorbets, milkshakes, sundaes, waffles, brownies, & many more. With a beautiful storefront for your Insta-worthy pictures, Scuzo specializes in providing healthy and natural desserts. It is an absolute one-stop dessert solution for the sweet tooth of all our customers, as it is also 100% vegetarian and guilt-free.
StartupTalky: What is the process for someone interested in buying a Scuzo Ice ‘O’ Magic franchise?
Mr. Anand: For individuals looking to invest in a Scuzo Ice ‘O’ Magic franchise, the initial point of contact is our Business Development team. The executive presents the business proposal to them and helps finalise a suitable model amongst the different business models we offer. Initial contact with the executive can be made by directly putting a franchise query on the official site of the brand.
StartupTalky: Are there specific criteria or qualifications that potential franchisees need to meet?
Mr. Anand: Criteria or qualifications that the potential franchisees need to meet include prior experience in the food and beverage industry. While not obligatory, Scuzo as a brand is enthusiastic about nurturing and collaborating with emerging entrepreneurs who share the same zeal and passion for the business.
StartupTalky: For new franchisees in India, what growth or sales expectations can they reasonably anticipate in the initial years of operating a Scuzo franchise?
Mr. Anand: For our new brand partners in India, reasonable growth and sales expectations that they may anticipate in the initial years of operating a Scuzo franchise amount to an average of INR 3 lakhs per month, or close to INR 40 lakhs annually.
StartupTalky: How do you assess the growth potential for Scuzo franchises in different markets, especially for those considering locations in smaller towns?
Mr. Anand: Assessing the growth potential for dessert cafe franchises in different markets, especially in smaller towns, involves a comprehensive analysis of various factors.
Market research is a primary aspect and includes demographics, competition, etc. It is imperative to gain an understanding of the local population, age groups, and preferences. Analyzing existing dessert options in the local area and identifying where we have our strengths and weaknesses compared to our local competitors. Consumer behaviour plays an equally significant role. Identifying current trends related to dessert spending patterns of local customers to align pricing strategy with local affordability. There are many such factors that need to be taken into consideration that provide valuable insights.
StartupTalky: What kind of support and training programs does Scuzo Ice ‘O’ Magic provide to its franchisees to ensure a successful start and ongoing operations?
Mr. Anand: We provide 360-degree support to our franchisees. The brand’s pre-opening support commences with the identification of a suitable site that aligns with our criteria. The company aids franchisees in finding such locations and offers guidance for negotiating favorable leasing terms. Reviewing & monitoring the fabrication of the store, providing comprehensive training to all brand partners on store operations, accounting and inventory control, assistance in tie-up with local delivery partners, and assistance in getting all required licenses to operate the store in coordination with consultants, etc. come under the umbrella of support for the franchisees pre-opening.
Post-opening, we provide training on SOP’s and brand policies. New product launches and implementation, inaugural discounts, loyalty programs, assistance with local promotion programs and media launches, tie-ups with local influencers, guidance with inventory control and administrative hurdles, and more are activities that the brand undertakes for the franchisees.
StartupTalky: Can you outline the initial franchise fee and any ongoing royalties or fees that franchisees are required to pay?
Mr. Anand: The initial franchise fee is INR 6 lakhs and a monthly royalty is 8% (6% is pure royalty and 2% is marketing levy) on net sales is what the franchisees are required to pay.
StartupTalky: What are the typical operational costs associated with running a Scuzo franchise in India, including staffing, inventory, and other overhead expenses?
Mr. Anand: Typical operational costs pertaining to running a Scuzo franchise in India, including the rental charge of the location, lie between the range of INR 30 thousand to INR 1 lakh, subject to the city, specific area, size of the shop, etc. Staff costs can range from INR 30 thousand to INR 50 thousand, depending on the franchise model and size of the shop. The cost of electricity and water might range between INR 12 and 15 thousand. Other additional expense charges related to operations might be estimated at around INR 10 thousand. Royalty charges of 6% on net sales. The cost of goods, including packaging, is approximately 32%.
Apart from the above-mentioned expenses, 30% (25% commission + 18% GST on commission) will be the cost of all sales generated through online aggregators such as Swiggy, Zomato, etc.
StartupTalky: How does Scuzo support franchisees in marketing and branding efforts? Are there centralized marketing initiatives or guidelines for local promotions?
Mr. Anand: Yes, there are centralized marketing initiatives.The brand is directly responsible for social media and countrywide marketing for both the brand and the franchise store. Our strategies are designed to bring our brand partners the proper exposure across all online platforms. Marketing for local stores is carried out in collaboration with brand partners. The brand partners get guidelines based on their specific domains.
The marketing initiatives are divided into three major subheadings: pre-opening, soft-launch, and post-opening, respectively. Pre-opening marketing is generally accomplished through social media platforms, using methods such as targeted postings and teaser videos. Soft and grand launch events are prepared and carried out via newspaper inserts, pamphlets, local food blogger visits, celebrity guest visits, radio station tie-ups, and so on. Post-launch strategies include newspaper inserts, samples, blogger activity, and inauguration incentives, among many more.
StartupTalky: How is the supply chain managed for franchisees? Are there designated suppliers, and how does Scuzo ensure quality and consistency in product offerings?
Mr. Anand: Scuzo has a well-established supply chain that is entirely handled by the company. The brand meets all inventory requirements through a single point of contact, the Scuzo supply chain manager. This manager serves as a liaison between the brand and the brand partner. This is done to guarantee smooth operation throughout the order placement, payment, and shipment processes.
We have year-round warehouses that keep our stock in order to assure quality and consistency in our product offerings. The brand is in charge of supplying raw materials and packaging. Local purchases are kept to a minimal minimum and include things like the store’s milk requirements, among other things.
StartupTalky: The company’s revenue for FY23 was INR 5.3 crore. Can you highlight key drivers and any unexpected challenges during this period?
Mr. Anand: There were a myriad of challenges and key drivers during the period of FY23. Among these, prominent and recurring aspects included acceptance and awareness of a newer brand. There have been instances where the concept that we offer has been welcomed by the respective franchisees, but there remained an underlying sense of hesitation. Availability and feasibility of locations (considering increased rentals) were major concerns for certain locals, particularly in smaller cities.
Adding to the above, there was the fact that many customers were unaware of the distinction between gelato and ice cream. One recurring element was potential franchisees’ misperceptions about our competition in the area. There are limits that come with being a self-funded, bootstrapped business. We were unable to prioritise certain areas for the same reason.
But by approaching all of these obstacles with a deliberate, methodical, and focused approach, we were able to overcome them at their very core.
StartupTalky: What measures are in place to achieve the targeted revenue for the upcoming year?
Mr. Anand: We are expanding our market presence across various regions in India and internationally. We want to promote the Make in India concept by highlighting Indian flavors and expertise abroad. Our goal is to tap into the global market and offer a unique culinary experience that reflects the rich cultural heritage of India.
We are developing our own delivery platform, including an app, to facilitate direct ordering and delivery. While we may collaborate with platforms like Zomato and Swiggy, we want to have our own reliable delivery system to ensure efficient and cost-effective operations.
Also, we will be opening around 10 cloud kitchen locations in Delhi/NCR simultaneously to cater to these areas. With such wide coverage, we can also consider delivering to places slightly outside our designated delivery areas, as long as it is feasible. Our goal is to ensure that customers receive their orders promptly, and we aim to deliver within 24 hours from the time the order is placed.
Company Profile is an initiative by StartupTalky to publish verifiedinformation ondifferent startups and organizations. The content in this post has been approved by Scuzo Ice ‘O’ Magic.
Indulging in delicious desserts is a pleasure shared by people around the world. From mouthwatering gelato to delectable popsicles and tempting sundaes, the dessert industry continues to captivate taste buds and create unforgettable experiences. One such example of a dessert brand that is making its name shine in the industry is Scuzo Ice ‘O’ Magic.
Scuzo Ice ‘O’ Magic is not just your average dessert cafe. It is a haven for dessert enthusiasts, a place where flavors come alive and sweet memories are made. Founded by the visionary entrepreneur Mr. Gagan Anand, Scuzo Ice ‘O’ Magic has quickly become a beloved name in the dessert scene.
In this article, let’s explore the captivating world of Scuzo Ice ‘O’ Magic. From its founder’s journey to its business model, delightful products, triumph over challenges, and more.
Scuzo Ice ‘O’ Magic is a beloved dessert cafe headquartered in Okhla, Phase 2, New Delhi. Established in September 2020, Scuzo has quickly gained popularity among people of all ages. With its wide variety of delectable treats, including refreshing popsicles, gelato, indulgent sundaes, and more, Scuzo Ice ‘O’ Magic offers a delightful and guilt-free indulgence for dessert enthusiasts.
With a commitment to using natural ingredients and a passion for exceptional dessert experiences, Scuzo has become a sought-after destination for those seeking a memorable and enjoyable dessert experience.
Scuzo Ice ‘O’ Magic – Industry
The gelato and ice lolly market (also known as popsicles) has been a popular and thriving segment within the frozen dessert industry. The demand for these refreshing treats has been on the rise, driven by factors such as increasing disposable income, changing consumer preferences, and the desire for indulgent yet convenient options. Flavor innovation, a natural and artisanal focus, health, and wellness considerations, and diverse retail channels have also contributed to the market’s growth.
It’s important to note that the industry is subject to evolving consumer preferences, market dynamics, and competition. The gelato and ice lolly market may experience further changes and developments over the next few years, driven by factors such as emerging trends, technological advancements, and shifts in consumer behavior.
As for Scuzo Ice ‘O’ Magic, the company envisions expanding its presence globally over the next 5 to 10 years. With a strong market position, a robust product portfolio, and strategic partnerships, Scuzo anticipates entering new markets and capitalizing on emerging trends. By continuously investing in research and development, Gagan, the founder of Scuzo Ice ‘O’ Magic, is confident that the company will remain at the forefront of innovation and successfully meet the evolving needs of its customers.
Scuzo Ice ‘O’ Magic – Founder and Team
Gagan Anand is the founder of Scuzo Ice ‘O’ Magic.
Gagan Anand
Gagan Anand – Founder, Scuzo Ice ‘O’ Magic
Mr. Gagan Anand is the visionary and mastermind behind Scuzo Ice ‘O’ Magic, India’s pioneering Live popsicle concept and dessert café. Despite embarking on his career at the young age of 17, Mr. Anand displayed exceptional determination and managed to successfully complete his graduation and master’s while juggling part-time work.
Throughout his journey, Mr. Anand garnered invaluable experience and honed his skills at renowned food establishments such as Pizza Hut, Keventers, Rasna Buzz, and Gloria Jean’s Coffee. His diverse background in the food industry served as a solid foundation for his entrepreneurial endeavors and equipped him with the necessary expertise to spearhead Scuzo Ice ‘O’ Magic.
Scuzo Ice ‘O’ Magic is powered by a dedicated team of 70+ professionals stationed across different locations in India. Their collective efforts play a pivotal role in driving the company’s success and expansion nationwide.
Scuzo Ice ‘O’ Magic – Startup Story
The decision to launch the Scuzo Ice ‘O’ Magic brand was driven by a desire to provide a distinctive and exceptional experience to customers. The idea for Scuzo Ice ‘O’ Magic originated from Gagan’s childhood experiences and love for sweets. Growing up, his mother would make jaggery, and he developed a strong affinity for desserts.
“I vividly remember chasing after the Ice Cream Man in my neighborhood, creating lasting memories associated with ice cream and sweets,” said Gagan.
Throughout his career, Gagan has had the opportunity to work with various F&B brands, including Rasna Buzz. It was during this time that his childhood nostalgia and the flashbacks of ice cream vendors triggered a moment of inspiration. This eureka moment paved the way for theestablishment of Scuzo Ice ‘O’ Magic.
Fueled by a passion and unwavering belief in the vision, Gagan embarked on the journey of launching Scuzo Ice ‘O’ Magic and opened the first store in Netaji Subhash Place, New Delhi, in November, following the first wave of the pandemic. The aim of Scuzo Ice ‘O’ Magic is to provide a unique, enjoyable, and guilt-free indulgence that aligns with the preferences and well-being of our customers. This interactive and personalized experience has become the driving force behind our business.
By introducing the concept of live popsicles and emphasizing the use of 100% natural ingredients, the aim was to differentiate Scuzo Ice ‘O’ Magic from the competition. The primary objective is to create a platform where people of all age groups can indulge in lively and joyous sweet moments without concerns about excessive sugar content or any adverse health effects. The commitment is to offer healthier options without compromising taste or enjoyment. Their focus on using natural products and ensuring a delightful experience for customers sets Scuzo Ice ‘O’ Magic apart in the market.
Scuzo Ice ‘O’ Magic – Vision and Mission
Scuzo Ice ‘O’ Magic’s long-term vision is to become the definitive global dessert brand and the epitome of success in the frozen treats industry. The company strives to deliver customers an unparalleled and blissful dessert experience that surpasses all expectations while simultaneously fostering and empowering the entrepreneurial spirit.
Their motto is to provide ‘Wow and Joyful Dessert Experiences’ and to inspire and promote entrepreneurship.
Scuzo Ice ‘O’ Magic – Product/Service
Scuzo Ice ‘O’ Magic Products
Scuzo Ice ‘O’ Magic offers a wide variety of delicious treats across seven categories, including popsicles, gelato, sorbet, milkshakes, waffles, pancakes, sundaes, and mocktails. With an extensive selection of approximately 90 unique products, Scuzo strives to provide a diverse range of options to satisfy every customer’s taste buds.
While the initial focus was on popsicles, the product range was later expanded to cater to a wider audience. By offering a variety of desserts, Scuzo aims to attract and satisfy the diverse preferences of its customers.
The core value of the company lies in offering wholesome and natural products, ensuring that customers can enjoy high-quality treats. Furthermore, Scuzo prioritizes customers’ individual dietary preferences by providing vegan and sugar-free options to accommodate specific needs.
Innovatively, Scuzo combines traditional kulfi unit principles with innovative technology in its popsicle churner unit. This unique approach allows the brand to embrace the essence of traditional craftsmanship while harnessing the benefits of modern advancements. The goal is to create a seamless fusion of tradition and innovation, resulting in the production of exceptional, high-quality popsicles.
Scuzo Ice ‘O’ Magic – Business and Revenue Model
Scuzo Ice ‘O’ Magic has successfully set up 13 franchise outlets across India, with the first franchisee opening in Super Mart 1, Gurgaon. Additional franchise locations include Noida, Faridabad, Gujarat, Mizoram, and Andhra Pradesh. In line with the company’s growth strategy, there are ambitious plans to open 6–7 more outlets by July 2023. Expanding the franchise model is a key objective as Scuzo Ice ‘O’ Magic aims to reach more customers and extend its presence nationwide.
The stores have established a strong customer base, with an average of 2,500 visitors per day, amounting to around 30,000 customers per month. Additionally, approximately 18,000 new customers are attracted each month, showcasing the company’s ability to expand its customer reach and maintain a steady growth trajectory.
At Scuzo Ice ‘O’ Magic, a significant number of transactions are processed at the stores. On average, each store handles approximately 65–70 transactions per day. With a total of 12 stores, this amounts to approximately 780–840 transactions per day across all outlets. This consistent flow of transactions reflects the popularity and demand for Scuzo Ice ‘O’ Magic products among its valued customers.
Scuzo Ice ‘O’ Magic – Launching Company Strategies
When Scuzo Ice ‘O’ Magic initially launched, the company recognized the importance of understanding the needs and requirements of the target audience. A thorough market study was conducted to gain insights into what potential customers were looking for in the industry. The decision was strategically made to enter a marketplace where other established brands were already present. This choice provided a built-in customer base and increased the likelihood of attracting early adopters. By positioning Scuzo Ice ‘O’ Magic alongside well-known brands like Giani, Baskin Robbins, and Naturals, the company was able to leverage their existing customer base and increase its visibility in the market.
Considering the limited marketing budget as a bootstrapped company, Scuzo Ice ‘O’ Magic had to be resourceful and find cost-effective strategies. One approach that worked well was providing samples of the product to the crowd. This allowed the company to showcase the quality and unique aspects of the offering, enticing potential customers to try it out.
Through this approach, Scuzo Ice ‘O’ Magic was able to generate initial interest and initiate word-of-mouth marketing. Satisfied customers who enjoyed the product became advocates, spreading the word to their friends, family, and social networks. This organic approach played a crucial role in gaining traction and acquiring the company’s first 100 customers.
Scuzo Ice ‘O’ Magic – Customer Acquisition and Retention Strategy
Quality Products and Service: Providing high-quality, delicious treats and delivering exceptional customer service is crucial for building a loyal customer base and generating positive word-of-mouth.
Targeted Marketing: Identifying the target audience and tailoring marketing efforts to effectively reach them. This includes utilizing social media, online advertising, and offline marketing channels to create awareness and attract customers.
Online Presence: Maintaining an engaging and visually appealing website along with active social media profiles to showcase products, interact with customers, and provide updates about new offerings and promotions.
Partnerships and Collaborations: Collaborating with complementary businesses or influencers to expand reach and attract new customers. This can involve joint promotional campaigns, cross-selling opportunities, or tie-ups with local events or organizations.
Viral Marketing: Creating unique and memorable marketing campaigns that have the potential to go viral, capturing the attention and interest of a wider audience. This could involve creating engaging content, utilizing storytelling techniques, or leveraging user-generated content.
Customer Loyalty Programs: Implementing loyalty programs or referral programs to incentivize repeat business and encourage customers to share positive experiences with others.
Regarding the budget allocation for marketing and growth hacking, it would vary from business to business based on their goals, resources, and market conditions. Typically, businesses allocate a percentage of their revenue or a fixed budget for marketing activities. The specific amount spent on marketing would depend on various factors such as the scale of operations, growth goals, competition, and available resources.
Scuzo Ice ‘O’ Magic was bootstrapped with an initial investment of 70 Lakhs from Gagan’s personal savings. The company has experienced significant growth since its establishment, with a current turnover of Rs 5.3 crore. In the period from April 2022 to March 2023, the company achieved a turnover of Rs 4.60 crore, showcasing a consistent year-on-year growth rate of 30%.
To cater to a wider customer base, Scuzo Ice ‘O’ Magic is accessible through popular food delivery platforms such as Swiggy and Zomato. Excitingly, it will soon be available on the Open Network for Digital Commerce (ONDC) as well. While these platforms currently contribute 25% of the overall business, the company aims to surpass this figure to reach its desired target.
Scuzo Ice ‘O’ Magic – Challenges Faced and Overcoming Strategies
One of the most challenging aspects encountered by Scuzo Ice ‘O’ Magic was the lack of customer awareness about the benefits of Gelato and natural fruit popsicles in comparison to traditional ice cream. Customers frequently compared the products with those of nearby ice cream brands and perceived them as more expensive. Despite ongoing efforts to educate customers, it was challenging to convey the value proposition during peak hours, resulting in dissatisfied customers who evaluated the brand solely based on value for money.
To overcome this challenge, Scuzo Ice ‘O’ Magic implemented several strategies:
Education and Training: From the beginning, the company made educating customers about the unique qualities of Gelato and natural fruit popsicles a top priority. Staff members were trained to engage with customers and explain the differences, emphasizing the superior taste, freshness, and natural ingredients used in the products. Visually appealing displays and signage were created to highlight the health benefits and premium quality of the offerings.
Product Sampling and Tastings: Scuzo Ice ‘O’ Magic introduced product sampling and tastings as a way to provide customers with a firsthand experience of the superior taste and quality of the Gelato and natural fruit popsicles.
Workshops and Interactive Sessions: Hosting workshops and interactive sessions proved to be an effective strategy to educate customers about the art of Gelato making and the benefits of consuming natural fruit popsicles.
Personalized Approach: Scuzo Ice ‘O’ Magic realized that solely relying on traditional marketing methods such as print advertisements and flyers did not yield the desired results. Instead, a more personal and engaging approach was necessary to effectively communicate the unique qualities of the products.
Scuzo Ice ‘O’ Magic – Funding
Scuzo Ice ‘O’ Magic is actively seeking external funding from potential investors to support its growth and expansion plans. The company aims to secure approximately $1 million in investment, which is equivalent to around Rs 7-8 crore. Out of the funding obtained, approximately half will be allocated towards B2B and B2C marketing initiatives, focusing on enhancing brand visibility. The remaining funds will be utilized for crucial backend operations, franchise development, and infrastructure enhancements.
By securing this investment, Scuzo Ice ‘O’ Magic intends to accelerate the brand’s growth and expand its market presence. The funds will enable the company to execute robust marketing campaigns, strengthen its supply chain, develop new franchise opportunities, and enhance its operational infrastructure. This strategic allocation of funds will drive revenue generation, boost brand recognition, and facilitate overall business expansion.
Scuzo Ice ‘O’ Magic – Marketing Campaigns
Scuzo Ice ‘O’ Magic has implemented several sustainable initiatives to reduce environmental impact and promote responsible consumption. One notable endeavor is the development of rice straws flavored and colored with edible ingredients. These rice straws offer a safe option for consumption and contribute to environmental conservation.
An exciting addition to edible food packaging is the introduction of edible spoons designed specifically for enjoying gelato. This innovative concept allows the company to completely eliminate the use of plastic cutlery at its stores. By embracing this edible alternative, Scuzo Ice ‘O’ Magic aims to inspire customers to make conscious choices while savoring their meals.
The edible spoons have received tremendous positive feedback, making them one of the company’s most successful marketing campaigns. Scuzo Ice ‘O’ Magic takes pride in offering a sustainable and enjoyable experience to customers while simultaneously contributing to the reduction of plastic waste.
Scuzo Ice ‘O’ Magic faces competition from established brands such as Gelato Vinto, Dolce Gelato, Naturals Ice Cream, and Emoi Popsicles in the market. However, Scuzo sets itself apart from these competitors by offering superior quality and value for money. Numerous customers who have experienced popsicles from both Scuzo and its competitors have provided feedback affirming Scuzo’s superiority.
Despite the presence of well-known players in the industry, Scuzo has managed to carve a niche for itself by consistently delivering exceptional-quality products. Customers have repeatedly expressed their satisfaction with Scuzo’s popsicles, demonstrating a clear preference for Scuzo over its competitors.
This positive feedback further strengthens Scuzo’s position as a leading brand known for its product quality and customer satisfaction. The company’s commitment to excellence distinguishes it from direct competitors, cementing its reputation as the preferred choice for popsicle enthusiasts.
Scuzo Ice ‘O’ Magic – Future Plans
Within a span of three years, Scuzo has successfully established 13 stores, with four of them located in Delhi, NCR. Excitingly, the brand has plans to expand further by opening seven new stores across various regions of the country in the upcoming month. Currently, Scuzo’s primary focus is on metro cities and Tier 2 cities. However, the brand also intends to venture into Tier 3 cities in the future, aiming for broader market penetration.
The company is actively working on launching its retail model, which indicates a strategic shift in its business approach. The goal is to open a total of 100 outlets across India by 2024. This expansion will consist of a combination of franchise and company-owned stores, allowing Scuzo Ice ‘O’ Magic to effectively reach and cater to a diverse range of customers throughout the country.
FAQs
What is Scuzo Ice ‘O’ Magic?
Scuzo Ice ‘O’ Magic is an innovative dessert cafe that offers delightful and guilt-free indulgence. It is known for its pioneering concept of live popsicles made with 100% natural ingredients that provide a delightful and interactive experience for customers.
Where is Scuzo Ice ‘O’ Magic headquartered?
Scuzo Ice ‘O’ Magic is headquartered in Okhla, Phase 2, New Delhi.
When was Scuzo Ice ‘O’ Magic established?
Scuzo Ice ‘O’ Magic was established in September 2020.
What are the offerings of Scuzo Ice ‘O’ Magic?
Scuzo Ice ‘O’ Magic offers a wide variety of delicious treats across seven categories, including popsicles, gelato, sorbet, milkshakes, waffles, pancakes, sundaes, and mocktails.
Who are the competitors of Scuzo Ice ‘O’ Magic?
Scuzo Ice ‘O’ Magic faces competition from established brands such as Gelato Vinto, Dolce Gelato, Naturals Ice Cream, and Emoi Popsicles in the market.
Parnas Ghosh
