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

6.1.3 Target SEC and DMFI Group:
Common Format:
SEC A and B is the target group for common format ice cream. However, with rapid increase in price
level over the years, has made it a “hard to consume” product for SEC B consumers who belong to
lower DMFI group.
Boutique Format:
Boutique format’s higher margin and high price range makes it an exclusively SEC A ice cream.
People belonging to upper and upper middle class have access to the mediocre boutiques and only
higher upper class can have premium ice creams like Club Gelato and MövenPick.
Another unique target group for boutique format are the foreigners who live in Bangladesh. These
people tend to visit the parlours to have ice cream as dessert especially after dinner.
6.2 Ice cream in Consumer Lifestyle
Context
� Fun & Excitement
� Social Togetherness
� Indulgence
� Affection for children
� Boredom relief
� Pacifier/ Reward
When
� Post Dinner
� School Time
� Summers
Ice Cream is
best
enjoyed in
shared company
Figure 12: Ice cream in Consumer Life style
Social Setting
� Friends
� Family
� Companion/ Spouse
� Guests
Where
� Treat / Celebration
� Holidays
� Hangout
This simple overview of ice cream in consumer lifestyle was determined based on in-depth research
analysis of UBL and validated through qualitative group discussions by the author. However, detail of
in-depth research is provided in a later section of this chapter.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 43