Igloo Marketing plan

Topics: Marketing, Ice cream, Pricing Pages: 23 (3528 words) Published: May 7, 2015
1. Introduction
This section presents the background of the report, and outlines its background, objectives, methodology of project and report preparation. 1a. Background of the report:
This project was assigned as part of the course “Principles of Marketing (MKT201)” in the program Bachelor in Business Administration (BBA) to submit a report. The report entitled “Marketing Plan of Igloo Ice Cream Bangladesh” is submitted to fulfill the purpose. 1b. Objective of the Report:

Main objective of the report was to evaluate the marketing plan of AML group’s Igloo Ica cream in Bangladesh to figure out the marketing plan especially consumer behavior, segmentation, positioning, product strategy, pricing strategy, distribution strategy, budgeting etc. We also tried to find out some recommendation for this. 1c. Methodology:

We used secondary data to prepare our report. Besides, our seniors helped us a lot to make everything smoothly. We mainly used information from internet, newspaper, advertisements etc.

2. Company/product profile:
Bangladesh ice-cream industry is growing. Igloo is the largest player in branded common format ice cream segment here. It started its operation in 1964 in Chittagong under K Rahman & Co. Limited (KRC) with a small factory inside Coca Cola bottling factory of KRC. Later in 1983, Abdul Monem Limited purchased the entire production setup of KRC Limited including Coca-Cola bottling plant and Igloo ice-cream factory and the manufacturing operations continued in Chittagong until 1990. Later, the main share went to Dhaka. A new factory was established in Shampur Industrial Area, in Dhaka to fulfill the market demand. Presently, Abdul Monem Limited uses the state of the art-straight-line technology for ice cream production. They first introduced this technology in the South East Asia to manufacture ice cream. It produces nearly 20,000litre ice cream and distributes throughout the whole country. Now it is the market leader having more than 51% share (AML Group, 2013). They have a 10,000 talented and highly skilled workforce now, caring about what they produce and in the manner, they produce them ensuring safety and security of workers as well as safeguarding their health and welfare. As an organization and as individuals we also take great pride in contributing to the community and society as a whole through active corporate social responsibility and engagement. At present, AML groups have three product lines-

Food ( Igloo Ice cream and Milk Unit, Beverage)
Service and Utility ( Paint, Utility, Service)
Health care ( Novus)
AML groups logo claims 'touching lives…building capabilities…!' Touching lives through relevant infrastructure development or by delivering products and services available based on customer insights. Building capabilities by developing a people – centric organization that is committed to get results in the right way by being responsible, excellence in execution and operation, applying human ingenuity, creativity and technologies, collaborating and seeking opportunities for development and growth Igloo ice cream has a logo and slogan, “A world of Great Taste” by which it claims hope to brighten up the world everyday with fantastic, mouth-watering and unique creations of ice cream. ITEMS

PRODUCTS
1. STICK-REGULAR
CHOCBAR
MINI CHOC
SHELL & CORE
LOLLY-ORANGE/LEMON
DUDH MALAI
MILK BADAMI BAR

2. STICK-PREMIUM
EGO
MEGA
MACHO

3. CUP RANGE
VANILLA/CHOCOLATE/ETC
HUMPTY DUMPTY
MANGO MAGIC
PISTA KULFI
SINGLE SUNDAE

4. CONE RANGE
CORNELLI CLASSIC
CORNELLI PREMIUM
CORNELLI BELGIAN CHOCOLATE

5. 1/2 LITRE - FAMILY PACK
VANILLA
STRAWBERRY
CHOCOLATE
MANGO
RIPPLE

6. 1 LITRE - REGULAR FAMILY PACK
VANILLA
STRAWBERRY
CHOCOLATE
MANGO
RIPPLE

7. 1 LITRE - PREMIUM DOUBLE SUNDAE
CARAMEL COMBO
STRAWBERRY SPARKLE
MANGO MELODY
PISTA PASSION
CHOCOLATE CHEERS

8. 2 LITRE - REGULAR FAMILY PACK
VANILLA
STRAWBERRY
CHOCOLATE
MANGO
VANILLA

9. 5 LITRE...


Bibliography: (n.d.). Retrieved 4 5, 2014, from lawyersnjurists: http://www.lawyersnjurists.com/articles-reports-journals/industries/report-ice-cream-industries-bangladesh-igloo-polar-milk-vita/
(n.d.). Retrieved 4 1, 2014, from Abdul Monem Group of Company: http://www.amlbd.com/
Abdul Monem Group of Company. (n.d.). Retrieved 4 8, 2014, from http://www.amlbd.com
Googlesites. (n.d.). Retrieved 4 2, 2014, from https://sites.google.com/site/amliglooicecream/aml-group
Googlesites. (2013). Retrieved 4 2, 2014, from https://sites.google.com/site/amliglooicecream/igloo-price-list
www.facebook.com/AML.IGLOO
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