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

1.3 Scope
Scope of research for the project has been limited to Dhaka and outskirts of Dhaka only. As of
current market situation, ice cream is primarily an urban product (due to electricity issues of the
country) and Dhaka contributes more than 50% of the market and all the major marketing activities
are concentrated in Dhaka and thus this scope does not limit overall understanding of the market.
The report puts emphasis on branded ice cream segment and takes a cursory glimpse of the
unorganized unbranded segment. While carrying out the competitor analysis, all the existent branded
segment players and only the major players in the premium boutique segment have been analyzed.
Special emphasis has been placed on market leaders and their marketing strategies while formulating
the entry strategy for UBL.
1.4 Methodology
Both primary and secondary research sources were used to complete the analysis. Primary research
was mainly qualitative and was used to understand the ice cream industry first-hand and validate the
information collected from secondary sources. Details of both methodologies are provided below.
1.4.1 Primary Research:
Trade Visit:
� During market visit, a total of 60 shops were visited with formal questionnaires in different areas of
Dhaka city. Areas were selected based on SEC orientation of different areas. The areas were:
Zone
Gulshan, Dhanmondi,
Uttara
Kamalapur, Mirpur,
Mohammadpur,
Lalmatia
Malibagh, Rampura,
Khilgaon, Shantinagar
Azimpur, Lalbag, New
Market, Dhaka
University, Sadarghat
Table 1: Detail of Trade Visit
Major SEC
Orientation
SEC A++
SEC A
SEC A & B
SEC B & C
Channels Visited (All Zones)
1. Urban General Stores (UGS)
2. Urban Neighbourhood Grocer
(UNG)
3. Premium General Store (PGS)/
SMMT
4. Modern Trade (MT)
5. Confectionary/ Bakery
6. Fast Food shops
� 10 (6 Igloo and 4 Kwality) cart sellers were interviewed to understand cart distribution and selling
method.
� 4 highest performing boutique players (Club Gelato, MövenPick of Switzerland, Andersen’s of
Denmark and Gelateria Igloo) were formally interviewed to understand the boutique segment.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 2