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

50 48 43 41 39 37
48 30 30 29 27 26 23 27 25 22 20 20 20 19 20
26
22 17 13 17
22 22
34 37
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46 38
4 4 4 4 7 4 5 4 4 6 5 5 5 5 5 5 6 6 7 5 6 6 6 5 7 7 5 9
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12 14
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30 34 34 25
Midmorning break
While clubbing, at a
At the cinema
Special event
Normal lunch out of
A night in with friends
Normal dinner at
Informal dinner out of
Always most of the times About half of the times Sometimes never/do not know
At home by myself
At home by myself in
Figure 14: Frequency of Ice cream Consumption
As it can be seen “Day out with Spouse, Special lunch at home, Special dinner at home,
Watching TV, Family day out, Celebration” are the occasions where most frequently ice cream is
consumed.
6.5.3 Market Character: Mapping Relevant Occasions vs. Frequency of
Consumption
If we plot frequency of consumption on the X-axis of a chart and relevance of occasion occurrence on
the Y-axis taking the above mentioned values as cut-off values we get four quadrants in the chart
depicting four market scenarios that any ice cream manufacturer in Bangladesh market might
encounter given the current market situation. This market segmentation is based on frequency of ice
cream consumption in daily occasions of consumer lives.
The segments are:
� OPPORTUNITY MARKET: High Relevant Occasions-Low Ice cream Frequency
� QUESTION MARKET: Less Relevant Occasions-Low Ice cream Frequency
� HIGH FREQUENCY MARKET: Relevant Occasions-High Ice cream Frequency
� CAPTIVE MARKET: Less Relevant Occasions-High Ice cream Frequency
The chart looks as follows:
Evaluation of Entry into Ice cream Business for Bangladesh Limited 48
Out shopping
Special lunch at
Day out with Spouse
Watching TV