Evaluation of Entry into Ice cream Business - BRAC University ...

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Evaluation of Entry into Ice cream Business for Bangladesh Limited VIII
1.0 INTRODUCTION This section presents the background of the report, “Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited” and outlines its objectives, scope, methodology of project completion and report preparation used in its formation, and limitations of the report. 1.1 Background of the Report This project was assigned as part of the Internship Program of Institute of BRAC University upon completion of four year BBA graduation program. In accordance with the specifications of the Program, the author has completed the 12-week period of the internship at an organization, Unilever Bangladesh Limited (UBL). The project was completed and report was prepared under kind supervision of Academic supervisor, Sharmin Shabnam Rahman, Lecturer, BRAC University and Official supervisor, Muhammad Risalat Siddique, Brand Manager, UBL. The project, on which this report is based, was assigned as a job responsibility of me my self. 1.2 Objectives Broad Objective: Main objective of the project was to evaluate feasibility of entering into ice cream business for UBL. To achieve this broad objective, some specific objectives were accomplished. These are outlined below. Specific Objective: � Identify current global ice cream business situation and view of Unilever towards Asian region. � Identify ice cream industry construct of Bangladesh and its parameters and characteristics. � Analyze sales, financing, marketing, and supply chain issues of branded ice cream segment. � Analyze current market players of the branded segment. � Analyze consumers of Ice cream in detail. � Assess industry attractiveness and entry prospects for UBL. � Suggest entry strategy for UBL. � Estimate tentative five year business projection for UBL in ice cream business. Evaluation of Entry into Ice cream Business for Bangladesh Limited 1
Page 1: “Evaluation of Entry into Ice cre
Page 5 and 6: ACKNOWLEDGEMENT I would like to sho
Page 7 and 8: segmented based on their desired sa
Page 9 and 10: I. Production Capacity 26 J. Produc
Page 11: List of Figures Detail Page No. Fig
Page 15 and 16: Consumer Visit: To understand consu
Page 17 and 18: 2.0 BACKGROUND OF THE ORGANIZATION
Page 19 and 20: 2.2.2 Surviving the Great Depressio
Page 21 and 22: 2.3.1 Manufacturing Facilities: The
Page 23 and 24: Unilever states its mission as foll
Page 25 and 26: This department is responsible for
Page 27 and 28: 3.1 Overview 3.0 GLOBAL ICE CREAM I
Page 29 and 30: 4.1 Industry Construct 4.0 BANGLADE
Page 31 and 32: � 1999: Kwality ice-cream entered
Page 33 and 34: Igloo is confident about its unbeat
Page 35 and 36: E. Geographic Sales Orientation: Sa
Page 37 and 38: Among the retail shops, there are a
Page 39 and 40: serving Multiple Cup and Sundae Fla
Page 41 and 42: However, in current times there is
Page 43 and 44: move and thus prefers independent c
Page 45 and 46: successfully removed Polar from the
Page 47 and 48: their nation wide milk supply netwo
Page 49 and 50: � Target Group: Most of the consu
Page 51 and 52: MövenPick of Switzerland: Basic Co
Page 53 and 54: Gelateria Igloo: Basic Company Info
Page 55 and 56: 6.1.3 Target SEC and DMFI Group: Co
Page 57 and 58: 6.3.2 Habits of Kids: � Kids choo
Page 59 and 60: Travelling To/From Work/School 65 A
Page 61 and 62: Figure 15: Relevance of Occasion-Fr
Page 63 and 64:
� Natural appearance � Melting
Page 65 and 66:
7.2 Prospects of Entry The ice-crea
Page 67 and 68:
8.3 Placement � Distribution focu
Page 69 and 70:
9.1 Basic Assumptions 9.0 BUSINESS
Page 71:
Web References: References 1. www.u
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