Marketing practice on polar ice cream
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Transcript of Marketing practice on polar ice cream
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Welcome to our presentation
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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’
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Marketing Practice on Polar
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History and Background of Polar
Name of companyEstablish timeArea and allocationCapital of the companyBoard of directorsNumber of executiveBusiness sectorWorking zoneVisionMissionObjectiveTheme of polar
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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
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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.
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Igloo
Polar
Kwality
Milk vita andother
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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
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S.W.O.T analysisStrengths
Weakness
Opportunities
Threats
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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
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Customer Analysis
Market size
Customer segmentation
Value Drivers
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Analysis of the Marketing Strategies
Segmentation
Targeting
Positioning
Positioning Statement
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Segmentation and Targeting Segmentation:
Demographic segmentation Consist of occupation and income Very cheap and tasty
• Targeting:
Ice cream lover Middle class income people
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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.
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RecommendationDeveloping marketing StrategyFavourable customer channelAdvertise should be livelierProtective packagingMaximum selling minimum margin
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Conclusion
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