marketing practice on polar ice cream
DESCRIPTION
TRANSCRIPT
Welcome to our presentation
Group Members
Md. Nazmul Hasan ID: 2010-1-13-038Shahadat Hossain ID: 2010-1-10-045Raisul Islam ID: 2010-1-10-105Mostofa Kamal ID: 2010-2-10-381
Rashedul Amin ID: 2010-2-10-134
Presented by ‘The Creative Fellows’
Marketing Practice on Polar
History and Background of Polar
Name of companyEstablish timeArea and allocationCapital of the companyBoard of directorsNumber of executiveBusiness sectorWorking zoneVisionMissionObjectiveTheme of polar
Products of polar
Ripple ice cream Family pack cake ice cream cone cup Vanilla and strawberry Fresh Candy Orange Lemon Chockbar Chocobar Yummy Box pack Box pack large
Market Share
The competition is pretty stiff in the ice cream
market but polar still leads with an approx.
share of 20%, Igloo has approx. 60% market
share, followed by Kwality at around 15%
market share, while Milk Vita and Savoy
manages the rest.
Igloo
Polar
Kwality
Milk vita andother
Market BCG growth share matrix
Star Cone, Chockbar
Question mark Cake Ice-cream, cup, Family pack
Cash cow Orange, Lemon, Yummy
Dog Box pack, Box pack large, Candy
S.W.O.T analysisStrengths
Weakness
Opportunities
Threats
Competitor analysis
Abdul Monem Limited (Amomilk)Bangladesh Milk Producers Co-Operative Union
Ltd. (Milk Vita)Dhaka Ice Cream Industries Ltd.Emon Ice & Cold Storage LtdKuliarchar Cold Storage Ltd.Rainbow Ice CreamSavoy Ice Cream (Senakalyan Sangstha)PolarKwalityMany other local company
Customer Analysis
Market size
Customer segmentation
Value Drivers
Analysis of the Marketing Strategies
Segmentation
Targeting
Positioning
Positioning Statement
Segmentation and Targeting Segmentation:
Demographic segmentation Consist of occupation and income Very cheap and tasty
• Targeting:
Ice cream lover Middle class income people
Positioning and Positioning Statement
Positioning:
By different taste Creamy inner layer and chocolate flavor Chocolaty smell and give pleasure
Positioning Statement:
To the ice-cream lovers who want the different taste and to see the variety of ice-cream, Cone is such a new brand that is totally new and rejoice the ice-cream lovers by its new chocolate flavor.
RecommendationDeveloping marketing StrategyFavourable customer channelAdvertise should be livelierProtective packagingMaximum selling minimum margin
Conclusion