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

Andersen’s of Denmark:
Basic Company Information
� Location: Gulshan, (2 others in Uttara, Dhanmondi)
� Established in: 2001
� Seating Capacity: 48
� Owner: United Group
� Business Type: Franchise of Australian company Andersen’s of Denmark
� Production: Tongi Factory of United Group
� Production capacity: 2000 litres per day in factory
� Storage Capacity in Shop: 150 litres
Product Related Information
� Product: Danish parlour scoop ice cream, and coffee
� Flavours: Around 30 to 35 flavours available
� Most selling: Strawberry, Butter Scotch, Green
� Innovations: New variants and ingredients 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: 8 to 10 pm
Sales and Price Information
� Sales: BDT 10-12,000 daily in summer.
� Price: 460 per litre for any flavour.
� Sales Volume: 40-50 litres per day
Supply Chain/ Placement Information
� Milk: 20/25 kg packs are imported
� Chocolates & Flavours: Imported
� Butte paper: Local sourcing
� Transportation: Ship
Promotional Materials
� Materials used are near premises POS materials for promoting the parlour only.
Table 25: Detail of Andersen’s of Denmark
Evaluation of Entry into Ice cream Business for Bangladesh Limited 40