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

MövenPick of Switzerland:
Basic Company Information
� Location: Gulshan
� Established in: 2000
� Seating Capacity: 55
� Owner: Mr. Arif Mahmud
� Business Type: Franchise of International MövenPick
� Storage Capacity in Shop: 150 litres
Product Related Information
� Product: Imported MövenPick ice creams, coffee, chicken sandwich and Frappe
� Flavours: Around 30 to 35 flavours available
� Most selling: Swiss Chocolate, caramel, Vanilla Dream, Espresso, Strawberry
� Innovations: New variants are communicated by their franchiser and they decide on flavours that
they want.
� Serve type: Cup, Cone, Glasses, Box for take away
Consumer Profile
� Primary: Teenagers and Young Adults (18-30) (70%) & Diplomats
� Secondary: Family consumers for eat out
� Income Group: High income customers; tentatively from SEC A
� Geographic Area: Concentrated in Gulshan and nearby areas.
� Rush time: Afternoon- Young Adult, 10 to 11 pm Foreigners
� *the company also serves at parties and has freezers in known hotels where their ice creams are
served.
Sales and Price Information
� Sales: BDT 35-40,000 daily in summer.
� Price: 640 per litre for any flavour.
� Sales Volume: 55-60 litres per day
Supply Chain/ Placement Information
� Transportation: Imported finished goods by ship.
� Ship travel time: 19 days
� Port clearance: 10 days
� Safety Cushion: Extra 10 days
Promotional Materials
� Materials used are near premises POS materials for promoting the parlour only.
Table 24: Detail of MövenPick of Switzerland
Evaluation of Entry into Ice cream Business for Bangladesh Limited 39