Report on Igloo
It’s not what you just eat! & There’s nothing ordinary about
…. Igloo….
….is an experience………a life long friendship
It’s not just ice-cream ……. it’s a celebration of life…..memories forever
Stress buster Family time
Mon Kharaap
Togetherness Lost childhood
Igloo…..
Indulgence… Experiences to Remember….
Pahela Boishakh
Sharing with friends
Celebration of Life Weekend
Valentines Day
Adda Baji
Igloo must come of food category and be a lifestyle Product
Broad Summery…… - Forces that influence the industry - Industry analysis…. Facts n Figures - Forces that influence Distribution - My Focus for the Presentation…Distribution…the key to growth…the way I see it
- Cold-chain distribution….Different Ball-game - SWOT….strategy….Attempt to conclude
Ice-cream Industry……
Industry Influencing Factors : Some Findings……
• • •
Seasonal Demand
Huge Untapped market
Increasing Middle Class & Disposable Income
• •
Category Growth & Profitability
Strong Media Growth & Innovative Branding 60% population Under the Age Of 30! Long & hot summer
• • •
Peak season is March-May. Only 3 major players…..6 in all! Only 60% of the market demand is met on daily basis! 10 million liter ice-cream sold each year…100 crore taka market Category growth for the last 3 year averages 20%....Dhaka and CTG based growth One new entrants NZ Milk may bring a top global Brand this year. Production capacity is much more than sales/distribution capacity! Very little ATL & BTL activity in the industry compare to similar indistry
Market Share Market Share of 6 Competitors…… – 2008 -OK
MILK VITA, 210,000, 2% Others, 200,000, SAVOY , 210,000, 2% 2% KWALITY, 2,650,000, 28%
IGLOO, 6,403,542, 66%
Category Growth … 2007 vs. 2008
2007 2008
Category Growth … 2007 vs. 2008
12000000 10000000 8000000 6000000 4000000 2000000 0 Category Growth IGLOO Kwality Savoy
9,673,542 9216080
7% 14%
6,403,542 5,621,809
Category growth is 10%,
…. Igloo….
….is an experience………a life long friendship
It’s not just ice-cream ……. it’s a celebration of life…..memories forever
Stress buster Family time
Mon Kharaap
Togetherness Lost childhood
Igloo…..
Indulgence… Experiences to Remember….
Pahela Boishakh
Sharing with friends
Celebration of Life Weekend
Valentines Day
Adda Baji
Igloo must come of food category and be a lifestyle Product
Broad Summery…… - Forces that influence the industry - Industry analysis…. Facts n Figures - Forces that influence Distribution - My Focus for the Presentation…Distribution…the key to growth…the way I see it
- Cold-chain distribution….Different Ball-game - SWOT….strategy….Attempt to conclude
Ice-cream Industry……
Industry Influencing Factors : Some Findings……
• • •
Seasonal Demand
Huge Untapped market
Increasing Middle Class & Disposable Income
• •
Category Growth & Profitability
Strong Media Growth & Innovative Branding 60% population Under the Age Of 30! Long & hot summer
• • •
Peak season is March-May. Only 3 major players…..6 in all! Only 60% of the market demand is met on daily basis! 10 million liter ice-cream sold each year…100 crore taka market Category growth for the last 3 year averages 20%....Dhaka and CTG based growth One new entrants NZ Milk may bring a top global Brand this year. Production capacity is much more than sales/distribution capacity! Very little ATL & BTL activity in the industry compare to similar indistry
Market Share Market Share of 6 Competitors…… – 2008 -OK
MILK VITA, 210,000, 2% Others, 200,000, SAVOY , 210,000, 2% 2% KWALITY, 2,650,000, 28%
IGLOO, 6,403,542, 66%
Category Growth … 2007 vs. 2008
2007 2008
Category Growth … 2007 vs. 2008
12000000 10000000 8000000 6000000 4000000 2000000 0 Category Growth IGLOO Kwality Savoy
9,673,542 9216080
7% 14%
6,403,542 5,621,809
Category growth is 10%,