Team Beatles!

Competitor

ProfileCompetitors

Direct Competitors Indirect Competitors

Same product category

Same consumer need

Different product category

Same consumer need

Competitor

profile Competitors

Direct Competitors Indirect Competitors

SEGMENTATION

Demographic Segmentation

Age 0-10years

10-20 years

20-30 years

40-50years

50+ years

Educationlevel

Uneducated SSC SSC/HSCor equivalent

Bachelors Masters PhD/Post Doc.

Income 3k-10k taka

10k-20ktaka

20k-30ktaka

40k-50k taka

50k+

Gender Male Female

Marital Status Unmarried Married

TARGET MARKET PROFILE

Age 11-20 20-30 30-40 40-50

Education level SSC/HSC or equivalent

Bachelors Masters PhD/Post Doc.

Income 20k-30k 30k-40k 40k-50K 50k+

Gender Male Female

Marital Status Unmarried Married

POSITIONING

POINT OF DIFFERENTIATION

French Recipe &

taste

ingredient Branding

Desirability • Real taste of French ice-cream• Ingredient branding-Nutella & Cadbury Dairy Milk

Deliverability • Original French recipe and trained chefs

Differentiated •French taste & quality

POSITIONING

Point of Parity

• category point of parity Refreshing, and tasty ice-cream • competitive point of parity different flavours & customizing

options like Cream & Fudge.

Positioning Strategies1.Positioning by product attribute2.Positioning by product quality3.Positioning by price4.Positioning by competitor5.Positioning by Brand Character

POSITIONING

Positioning Statement- To consumers belonging to the

socio-economic class A & B in Bangladesh who want to

have a good quality premium brand ice-cream, our

brand ‘Crème De La Crëme ‘ is a premium brand

ice-cream which serves the taste of real French Ice-

Cream.

POSITIONINGBrand Mantra To provide good quality ice-creams with original French recipe.

Components of brand mantra

Brand Function -Premium brand ice-cream -Quality ice-cream with real French taste

Descriptive Modifier

-Consumers belong to the socio economic class A and B.

Emotional Modifier -providing good quality & taste of real French ice-cream

Product Strategy

Actual Product

Level

Core Customer

Benefit

Augmented Product

Level

Great Taste

Feeling of Pleasure

Membership Card

Different Flavored

Ice Cream

Product Strategy

Ingredient Branding

Cadbury DairyMilk

Nutella

Product Strategy

Perception Means

Understanding

Quality means the ability of a product to keep the

consumers happy

Perceived Quality

1. Exceeding the customers expectation2. Providing Superior Quality Products

Product Strategy

Customer Value of the Product

Brand

Elements

Brand Elements Utilized

BRAND NAME

LOGO

BRAND CHARACTER

PACKAGING

BRAND

NAME

Unique and Distinctive

Enhances brand

awareness

Educate Consumers by investing

Crème De La Crème

Brand Character

CREATES AWARENESS

Snowman made up with ice

cream scoops and cones

Unique and rich in color and

imagery

Attentions grabbing and

consumers will remember

BRAND

LOGOVISUAL IDENTITY FOR BRAND

UNIQUE ASSOCIATION FOR THE BRAND

ENHANCING BRAND AWARENESS

CONSUMERS CAN IDENTIFY THE BRAND

PRODUCT

PACKAGING

1• Protect the product

2• HELPS TO Transport the product

3 • Identify the product

4 • flip-top lid for easy consumption

PRODUCT

LABELLING

2 INFORMATION OF THE PRODUCT

1IDENTIFY THE PRODUCT

Distribution

StrategyExplaining Winning Channel

We have utilized

WINNING

CHANNEL

for our product

Third Party Marketing

Intermediaries

CompanyOutlets

and Parlors

Product delivered

to the customers

Channel

Strategy

Conventional Marketing

Channel

An indirect channel

Utilizing third party marketing intermediaries who are separate

businesses.

Products sold through retail stores, super stores, grocery shops etc.

A direct channel

Company owns the

entire distribution

Marketing Channel and

Distribution

Products sold

through company outlets.

Vertical Marketing System

Pricing Strategy

Price level

• Above normal brand price level

• Below Luxury brand price level.

Price rate

• Parlor price tk185/scoop.

• Retail price tk90/piece.

Pricing Strategy

• Value Based Pricing Strategy

• Not too high for the customer and not too low for us to make profit.

• Customers would feel that they are getting more than what they are paying for.

Pricing Strategy

Different flavors Parlor Price Retail Price

Chocolate chips: A light flavored vanilla ice cream with

chocolate chips.

Taka 185 Taka 90

Nuttella Cream Taka 185 Taka 90

Dairy Cadbury Chocolate: A richly made heavy chocolate ice

cream.

Taka 185 Taka 90

Black Raspberry crunch: A rarely made black raspberry ice

cream with mouthwatering chocolate covered almonds.

Taka 185 Taka 90

Lavender Honey: Honey and lavender blossom for a sweet

aromatic treat.

Taka 185 Taka 90

Coffee: An eye opening coffee flavored ice cream. Taka 185 Taka 90

Blue moon: A fruit loops tasting ice cream with super-secret

natural ingredients.

Taka 185 Taka 90

Tagline

‘Indulge yourself in French Delight’

IMC(1) Advertising:

(i) Television Commercial (TVC)

(ii) Print media – Bill board and in store posters,

leaflets of our ice-cream parlor

(2) Direct marketing: Mobile marketing and online

database marketing.

(3) Sales Promotion:

(i) Trade Promotions

(ii) Consumer promotions

(4) Public Relation:

(i) Website.

(ii) Facebook page

IMCAbove the line

Advertising(1)Television commercial (TVC)(2)Print Media- Bill boards(3)Radio(4)Weekly magazine

IMC

Below the line

(2)Direct marketing:

We will use mobile marketing and online databasemarketing to connect to our customers. We will make adatabase for our potential customers and contact directly viaemail.

IMC

Sales Promotion

Consumer Promotion

Trade Promotion

PUBLIC

RELATIONS

PR

BUILD RELATIONSHIPS

ENHANCE BRAND IMAGE

SPONSORING DIFFERENT

EVENTS

FACEBOOK

PAGE

Interactive page

MAINTAIN A COMMUNITY

1

2

PROMOTE THE BRAND

CONSUMERS FEEDBACK3

BRANDING

360 DEGREE

ATL

BTL

360

DEGREE BRANDING

THANK YOU.QUESTIONS?