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

� Target Group: Most of the consumers belong to SEC A and higher SEC A with DMFI of at least
BDT 20,000.
� Foreign delegates and resident foreigners also visit these boutiques.
� Main purposes of visits in the boutiques are:
• Youth: hangout with friends and having ice cream and ice cream derivatives
• Family: Family night out or eat out at a restaurant and then having dessert
• Foreigners: Having dessert after dinner
� Rush time at boutiques are: Afternoon 2-4 pm and at night 9-11 pm.
� Offsite sales: Most of the large operators also sell offsite. They have small freezers for off-site.
� Club Gelato and MövenPick serves ice cream at high society parties and programmes.
� MövenPick also has kiosks in known hotels like Sheraton.
� Promotion: No mass promotion is done by any of the companies. Word of mouth is the most
important source of promotion. Posters and banners outside the premise and occasional
newspaper advertisements are used to communicate special offers.
� Growth Drivers: Market growth is driven by image, innovation, quality, decoration of facility,
environment and special offers.
� Club Gelato has the image of selling true Italian dairy ice cream with an excellent hangout
environment.
� MövenPick imports ice cream directly from Switzerland and is perceived to be of high quality.
� Andersen’s operates with the image of ice cream from Denmark
� Gelateria Igloo (from Igloo) and Sub Zero (from Kwality) could not establish the premium
artisan ice cream image.
B. Players in the Boutique Segment:
There are very few players who have significant impact in the boutique segment. Detailed information
of all the major boutique segment players is provided below.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 37