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

Consumer Visit:
To understand consumer perception about ice cream and current industry, focus target groups of ice
cream were identified and group discussions were conducted with them. The groups were:
� Urban kids in the age group of 5-14:
� Informal discussions with 10 kids regarding their perception of ice cream and how their
parents influence their ice cream consumption.
� Urban youth in the age group of 15-24
� Two group discussions were conducted students of IBA and NSU, each consisting of 10
members.
� Urban mothers in the age group of 25-35
� Two group discussions were conducted with mothers at Green Herald Int’l School and Rifles
Public School.
1.4.2 Secondary Research:
Secondary research sources provided useful insight into background and upcoming issues of global
and Bangladesh ice cream industry. These were used as information source and then cross validated
against each other and using primary research.
Internal sources:
Unilever’s internal sources that contributed to the research were:
� Unilever global web archive.
� Unilever Ice cream Academy web site.
� Unilever Pakistan Ltd, Consumer & Market Insight (CMI) Division.
� Unilever Bangladesh Ltd archive.
External sources:
External sources that contributed were:
� AC Nielsen, Bangladesh.
� Market Research Information from India.
� Market Intelligence from Bangladesh.
� Company web sites of competitors.
� Earlier reports on the Ice cream industry of Bangladesh.
� The Internet.
1.5 Limitation
This study had few limitations that restricted the research analysis. They are outlined below.
� By policy, UBL does not disclose any financial, research, production or sales data to any entity
outside the company. Because of this policy, it has not been possible to include the data and
Evaluation of Entry into Ice cream Business for Bangladesh Limited 3