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

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As, relevance of ice cream consumption occasions can hardly be controlled by marketers, their endeavour should be to create more “emotional and functional” attachment to ice cream in less frequent occasions through “market development” strategy to earn share from overall food expenditure of consumers and at the same time make them consume more ice cream in highly relevant occasions through “penetration” strategy. 6.5.4 Consumers’ Emotional Requirements and Product Attributes: All consumers under these clusters also identify the emotional requirements and the significant product attributes they seek from their current preferred and future desired ice creams. These are provided below. Cluster Emotional/ Functional Requirement Product Attributes Enjoyment Flavour/ Variety � Combination of different flavours � Combination of different textures � Very sweet � With wafer or biscuit � With chocolate � Of a well known brand Socially Involved Spoonable/ Rich � Very creamy � Only natural ingredients � No mess Care Size/ Creaminess � Big � Rich, full taste � Smooth � Value for money � No mess Unwind & Escape Economy � Crunchy � Economic � Of a well known brand � Nutritious Balanced Convenience Health Conscious � Of a well known brand � Nutritious � Milk based � Low sugar � Low carbohydrates � Filling Active Self-Grooming Fruit/ Vitamins � Healthy � Fruit based � Low fat � Liquid or drinkable � Nutritious � Of a well known brand Confidence Drinkable/ Light � Low calories � Light on the stomach � Chewy or gooey � Not so sweet � Natural appearance Sensual Appeal or image � No artificial additives Evaluation of Entry into Ice cream Business for Bangladesh Limited 50
� Natural appearance � Melting slowly � Attractive packaging � High quality ingredients � Of a well known brand Table 29: Requirements & Product Attributes Desired by Consumer Clusters Of these findings we see that the identified highlighted barriers to ice cream consumption are pretty evident among the consumers. Mostly people want products of a reliable source or a well known brand, low calories, quality ingredients, value for money/ economic type. Evaluation of Entry into Ice cream Business for Bangladesh Limited 51
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“Evaluation of Entry into Ice cre
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ACKNOWLEDGEMENT I would like to sho
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segmented based on their desired sa
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I. Production Capacity 26 J. Produc
Page 11 and 12: List of Figures Detail Page No. Fig
Page 13 and 14: 1.0 INTRODUCTION This section prese
Page 15 and 16: Consumer Visit: To understand consu
Page 17 and 18: 2.0 BACKGROUND OF THE ORGANIZATION
Page 19 and 20: 2.2.2 Surviving the Great Depressio
Page 21 and 22: 2.3.1 Manufacturing Facilities: The
Page 23 and 24: Unilever states its mission as foll
Page 25 and 26: This department is responsible for
Page 27 and 28: 3.1 Overview 3.0 GLOBAL ICE CREAM I
Page 29 and 30: 4.1 Industry Construct 4.0 BANGLADE
Page 31 and 32: � 1999: Kwality ice-cream entered
Page 33 and 34: Igloo is confident about its unbeat
Page 35 and 36: E. Geographic Sales Orientation: Sa
Page 37 and 38: Among the retail shops, there are a
Page 39 and 40: serving Multiple Cup and Sundae Fla
Page 41 and 42: However, in current times there is
Page 43 and 44: move and thus prefers independent c
Page 45 and 46: successfully removed Polar from the
Page 47 and 48: their nation wide milk supply netwo
Page 49 and 50: � Target Group: Most of the consu
Page 51 and 52: MövenPick of Switzerland: Basic Co
Page 53 and 54: Gelateria Igloo: Basic Company Info
Page 55 and 56: 6.1.3 Target SEC and DMFI Group: Co
Page 57 and 58: 6.3.2 Habits of Kids: � Kids choo
Page 59 and 60: Travelling To/From Work/School 65 A
Page 61: Figure 15: Relevance of Occasion-Fr
Page 65 and 66: 7.2 Prospects of Entry The ice-crea
Page 67 and 68: 8.3 Placement � Distribution focu
Page 69 and 70: 9.1 Basic Assumptions 9.0 BUSINESS
Page 71: Web References: References 1. www.u
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