Research Project Report on Hico Ice Cream
Research Project Report (Hico Ice-cream)
By Muhammad Haroon Ahmad Saad L1f02bbit2040 L1f02bbit0001
Punjab College of Business Administration University of Central Punjab
Lahore, Pakistan Summer 2006
Research Project Report (Hico Ice-cream) BBA Program
Summer 2006
Submitted To
Mr. Umar R Butt
Submitted By
Muhammad Haroon Ahmad Saad L1f02bbit2040 L1f02bbit0001
Table of content
Executive summary ………………………………………………………………….1 Hico profile …………………………………………………………………………..2 Situation analysis …………………………………………………………………….2 Target market ………………………………………………………………………...3 SWOT analysis ………………………………………………………………………4 Key players in the industry …………………………………………………………..6 The consumer survey ………………………………………………………………...7 Company orientation to market place ………………………………………………..11 Advertising strategy ………………………………………………………………….12 Selecting the advertising media ……………………………………………………...14 The concept of integrated marketing ………………………………………………...17 Unique six sigma marketing method …………………………………………………20 Bibliography…………………………………………………………………………..22
Acknowledgements
First and foremost we thank Hico ice-cream for providing us this opportunity. Mr. Ijaz Abbas, Marketing Manager Hico ice-cream, for his help. Prof. Umar Rehan Butt for his guidance and last but not least Prof. Basma Abidi for her invaluable support.
Executive summary
Hico was established in 1965. It is a division of Pakistan fruit juice Company private limited. In 1997 they established proper marketing and sales department to improve its business. The key strength of Hico ice-creams is its heritage. According to companies management institutional buyers and general consumers use to queue up outside the factory and get there ice-cream. The primary weakness of Hico ice-creams is its weak marketing. This in turn leads to no proper positioning in the minds of consumers. Because of no proper positioning, brand equity of Hico is very low. At the start the only market Hico served was Lahore. After the
By Muhammad Haroon Ahmad Saad L1f02bbit2040 L1f02bbit0001
Punjab College of Business Administration University of Central Punjab
Lahore, Pakistan Summer 2006
Research Project Report (Hico Ice-cream) BBA Program
Summer 2006
Submitted To
Mr. Umar R Butt
Submitted By
Muhammad Haroon Ahmad Saad L1f02bbit2040 L1f02bbit0001
Table of content
Executive summary ………………………………………………………………….1 Hico profile …………………………………………………………………………..2 Situation analysis …………………………………………………………………….2 Target market ………………………………………………………………………...3 SWOT analysis ………………………………………………………………………4 Key players in the industry …………………………………………………………..6 The consumer survey ………………………………………………………………...7 Company orientation to market place ………………………………………………..11 Advertising strategy ………………………………………………………………….12 Selecting the advertising media ……………………………………………………...14 The concept of integrated marketing ………………………………………………...17 Unique six sigma marketing method …………………………………………………20 Bibliography…………………………………………………………………………..22
Acknowledgements
First and foremost we thank Hico ice-cream for providing us this opportunity. Mr. Ijaz Abbas, Marketing Manager Hico ice-cream, for his help. Prof. Umar Rehan Butt for his guidance and last but not least Prof. Basma Abidi for her invaluable support.
Executive summary
Hico was established in 1965. It is a division of Pakistan fruit juice Company private limited. In 1997 they established proper marketing and sales department to improve its business. The key strength of Hico ice-creams is its heritage. According to companies management institutional buyers and general consumers use to queue up outside the factory and get there ice-cream. The primary weakness of Hico ice-creams is its weak marketing. This in turn leads to no proper positioning in the minds of consumers. Because of no proper positioning, brand equity of Hico is very low. At the start the only market Hico served was Lahore. After the
Bibliography: 1. Six Sigma for Marketing Processes by Clyde M. Creveling, Lynne Hambleton, Burke McCarthy. 2. Marketing Management by Philip Kotler. 3. Strategic Marketing by Mark E. Parry. 4. Consumer Behavior by Leon Schiffman, Leslie Lazar Kanuk. 5. Advertising by Gerard J Tellis. 6. Small Business Management by Justin G Longenecker, Carlos W Moore 22