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

Gelateria Igloo:
Basic Company Information
� Location: Banani, Kemal Ataturk Avenue (Two others in GEC Mor, Chittagong and Naya Paltan)
� Established in: 2000
� Seating Capacity: 20
� Production: From Igloo factory in Shyampur, Narayanganj
Product Related Information
� Product: Parlour scoop ice cream and coffee only
� Flavours: Around 30 flavours available
� Most selling: Vanilla, Strawberry, Chocolate, Pistachio, Butter Scotch, Tutti Fruity
� Serve type: Cup, Cone, Glasses, Box for take away
Consumer Profile
� Primary: Teenagers and Young Adults (18-30)
� Secondary: Family consumers for eat out
� Income Group: High income customers; tentatively from SEC A and B
� Geographic Area: Diversified
� Rush Time: afternoon and evening
Sales and Price Information
� Sales: BDT 8,000 to 10,000 daily in summer. Nearly one fourth in winter.
� Price: Varies but 350 per litre of vanilla
� POS materials at the premises.
Promotional Materials
Table 26: Detail of Gelateria Igloo
5.2 Price Comparison of Common and Boutique Segments:
Price ranges of both common format and boutique segment cannot exactly be pin pointed as products
do not follow common structure and variations occur with use of toppings, mixing of flavours and use
of coatings. However, a price comparison has been made among the brands based on their price of
per litre of vanilla flavoured ice cream in the market. It appears to be as following:
Company Price/ Litre Vanilla
Club Gelato 750
MövenPick 640
Andersen’s 460
Dolce Vita 440
Igloo 100
Kwality 100
Polar 100
Milk-Vita 90
Savoy 85
Table 27: Comparative Price Analysis
As it can be seen, there is price gap within the range of BDT 100-400. Ice cream kiosks and small
scooping boutiques can operate within that range.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 41