Download - Creme de la Creme Ice Cream
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ProfileCompetitors
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Same product category
Same consumer need
Different product category
Same consumer need
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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
PAGE
Interactive page
MAINTAIN A COMMUNITY
1
2
PROMOTE THE BRAND
CONSUMERS FEEDBACK3
BRANDING
360 DEGREE
ATL
BTL
360
DEGREE BRANDING
THANK YOU.QUESTIONS?