The marketing strategy to sell the sugar free ice cream depends on the following – 1. The customer’s characteristics. * Age: We have our focus on two age groups of people, 25+ and 40+. As a person grows old, the body metabolism begins to decrease and they are more prone to diabetes. Those people opt for sugar free products to lower their sugar levels. Those are the people whose age is 40 years or more. People from the age group of 25 years are become more health conscious. They try to stay away from illness like diabetes. As such, they opt for sugar free items. * Gender: Basically it is seen that among people of age 40 years or above, the female gender have tendency to acquire diabetes more quickly than the male gender. Also in the 25 year group, the female gender is more health conscious than the male gender. * Income Bracket: People belonging to the upper middle class and upper class have grown more conscious about their health in the recent years. And as such, they have shifted their food habits, from food containing sugar to sugar free food. Because they have the ability to bear expense of sugar free items than the lower class people. * Education: The more people are educated, the more they are health conscious and they try to avoid sugar from their food whenever possible. * Family Background: People who have a background where any of their family members have diabetes, tends to acquire diabetes. Hence they cut out sugar from their food and add sugar free products.

2. The customer’s lifestyle.
The ideal customers to whom we are targeting to sell are the health conscious ones and the persons suffering from diabetes. Health conscious parents also make sure that their sons and daughters remain healthy. Whenever they will want to have an ice cream, the parents will make sure to give them sugar free ones and that is where we provide them