Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
However, in current times there is no TVC running from any company. Companies promote their<br />
launches mainly through billboards and newspaper promotions which is currently the most used<br />
source <strong>of</strong> consumer promotion. Some promotional activities that were done by the companies over<br />
the years are listed below.<br />
Consumer Promotions:<br />
1. Larger players like Igloo and Kwality goes on with campaigns like “Gift on stick” where various<br />
prizes’ names are written on the sticks and consumers can get them.<br />
a. Igloo ran a program on their launch <strong>of</strong> Macho variant where gift varied from cricket<br />
bat to personal computer.<br />
b. Igloo had a program in 2006 where gifts on sticks varied from Bangkok visit to<br />
sunglass.<br />
c. Igloo ran one campaign in 2007 where gold bars were given on purchasing Choc-bar.<br />
d. Kwality ran a similar program in 2008 where gifts varied from wrist watches to<br />
motorcycle.<br />
2. Some companies ran consumer TTS and gift programs where company products were given<br />
free.<br />
a. Igloo had a program in 2006 where Igloo butter was given free on purchasing Igloo<br />
ice <strong>cream</strong> cake.<br />
b. Kwality ran a program in 2008 where one SKU was given as gift with another SKU<br />
randomly.<br />
c. “Cone <strong>Ice</strong> <strong>cream</strong> at your Home” program was run by Igloo in 2002 where six cone<br />
biscuits were given free with purchase <strong>of</strong> one litre ice <strong>cream</strong>.<br />
3. Media placement is another form <strong>of</strong> placement done by larger companies.<br />
a. Igloo purchased “Glimpse <strong>into</strong> World Cup Result” space in daily newspapers during<br />
World Cup Football 2002.<br />
4. One interesting program is done by only Igloo in Bangladesh. They did it in June 2006. The<br />
program was “Igloo <strong>Ice</strong> <strong>cream</strong> Festival” with main attractions <strong>of</strong> “Get as much ice <strong>cream</strong> as<br />
you want for BDT 200”, “Get a Fantasy Kingdom <strong>Entry</strong> ticket with each <strong>Entry</strong> Coupon”, “Lucky<br />
Draw” and “Celebrity Adda”.<br />
Trade Promotions:<br />
5. Trade promotions are mainly given to “Highest retail purchasers” and also based on time<br />
bound trade schemes where various slabs <strong>of</strong> purchase amount are mentioned for different<br />
prizes.<br />
a. Igloo takes their highest purchasers to visit countries like Singapore and Thailand.<br />
b. Savoy has a purchase slab scheme where first prize is table fan.<br />
c. Polar gives special sales commission to their highest purchasers (around 5%).<br />
<strong>Evaluation</strong> <strong>of</strong> <strong>Entry</strong> <strong>into</strong> <strong>Ice</strong> <strong>cream</strong> <strong>Business</strong> for Bangladesh Limited 29
Change language