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

Trolley Operation: Igloo also operates through trolleys for extending its reach to consumers at the
furthest points. The trolleys are operated near schools, alleys, streets, parks etc. and play rhythmic
music to attract the consumers. These are very colourfully decorated with Igloo umbrella and the
puller wears specific uniforms. Igloo was the first in introducing and operating these trolleys in
Bangladesh for any Fast Moving Consumer Goods (FMCG). Igloo has around 125 trolleys operating
throughout the country. Individual trolleys are provided with a regular supply of igloo ice creams.
Marketing: The marketing commitment of Igloo is based on the relationship with its customers and
consumer by not only manufacturing the highest quality product but also delivering the product by
maintaining this quality. To satisfy the ever-changing needs of the customer, Igloo has regularly
launched new ice creams and introduced new flavours. And this commitment has positioned Igloo as
the market-leading brand by gaining the consumers trust with the positioning as: “A WORLD OF
GREAT TASTE”.
Facilities and Logistics at a glance: As of 2009, following are the facilities and logistics enjoyed by
the company.
Kwality:
Factory location Dhaka
Production Lines 4
Packages
Stick, Cup, Family pack, Others (Nuggets
and sandwich)
� Mark-Italy
Machine suppliers
�
�
Tetra Pak(Hoyer)-Denmark
Sabore, Denmark
� Hass- Austria
� Freemark 1100, Italy
Machine models
� FM 3000, FM 6000, Italy
� SL600, Denmark
Cone baking Hass- Austria
Chocolate making Macentyre-UK
Coverage Nationwide
Operational centre 10
Total market vehicles 30
Distribution channel Direct/through appointed distributors
Outlet service 7500
Injected deep freezers 4000
Trolley operations 125
Warehouse no 8
Table 20: Igloo Facilities and Logistics
Kwality is currently the second largest ice cream manufacturer of the country. The mother company
for the Kwality brand is Sanowara Drinks & Beverages Ltd, a sister concern of Sanowara Group. The
company is famous for powdered milk brands Red Cow and Diploma in Bangladesh. The drinks and
beverage concern of Sanowara made an entry into the market in 1997 with “Yes” brand drinking water
and launched the ice cream brand in 1999. With heavy communication and novelty products it
Evaluation of Entry into Ice cream Business for Bangladesh Limited 32