Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
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As, relevance <strong>of</strong> ice <strong>cream</strong> consumption occasions can hardly be controlled by marketers, their<br />
endeavour should be to create more “emotional and functional” attachment to ice <strong>cream</strong> in less<br />
frequent occasions through “market development” strategy to earn share from overall food<br />
expenditure <strong>of</strong> consumers and at the same time make them consume more ice <strong>cream</strong> in highly<br />
relevant occasions through “penetration” strategy.<br />
6.5.4 Consumers’ Emotional Requirements and Product Attributes:<br />
All consumers under these clusters also identify the emotional requirements and the significant<br />
product attributes they seek from their current preferred and future desired ice <strong>cream</strong>s. These are<br />
provided below.<br />
Cluster<br />
Emotional/ Functional<br />
Requirement Product Attributes<br />
Enjoyment Flavour/ Variety � Combination <strong>of</strong> different flavours<br />
� Combination <strong>of</strong> different textures<br />
� Very sweet<br />
� With wafer or biscuit<br />
� With chocolate<br />
� Of a well known brand<br />
Socially Involved Spoonable/ Rich � Very <strong>cream</strong>y<br />
� Only natural ingredients<br />
� No mess<br />
Care Size/ Creaminess � Big<br />
� Rich, full taste<br />
� Smooth<br />
� Value for money<br />
� No mess<br />
Unwind & Escape Economy � Crunchy<br />
� Economic<br />
� Of a well known brand<br />
� Nutritious<br />
Balanced Convenience Health Conscious � Of a well known brand<br />
� Nutritious<br />
� Milk based<br />
� Low sugar<br />
� Low carbohydrates<br />
� Filling<br />
Active Self-Grooming Fruit/ Vitamins � Healthy<br />
� Fruit based<br />
� Low fat<br />
� Liquid or drinkable<br />
� Nutritious<br />
� Of a well known brand<br />
Confidence Drinkable/ Light � Low calories<br />
� Light on the stomach<br />
� Chewy or gooey<br />
� Not so sweet<br />
� Natural appearance<br />
Sensual Appeal or image � No artificial additives<br />
<strong>Evaluation</strong> <strong>of</strong> <strong>Entry</strong> <strong>into</strong> <strong>Ice</strong> <strong>cream</strong> <strong>Business</strong> for Bangladesh Limited 50
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