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

8.3 Placement
� Distribution focus should be in Dhaka for entry as Dhaka contributes more than 60% of total ice
cream sales in the country.
� Company may use carts as distribution method. They serve as good source of visibility and
availability. It would help in increasing impulse purchase.
� At least 1500 outlets in Dhaka and Chittagong needs to be actively served using dedicated
branded refrigerators to generate sales.
� 50 carts should operate in Dhaka and Chittagong.
8.4 Price
� UBL products should be priced at par with Igloo pricing for the common format ice creams.
� UBL can bring in premium single-serve SKUS for the higher economic classes in the price
range of BDT 60-80.
� Smaller SKUs (small lolly stick) can be introduced in the price range of BDT 10-15.
� In the boutique segment UBL should price products above the semi-premium segment (Gelateria
Igloo, Sub Zero or Andersen’s) but lower than that of Club Gelato or MövenPick.
8.5 Promotion
� UBL would require strong marketing campaign (As high as 50% of sales) to have a grand entry in
the market.
� Presence in the television media would be of utmost importance. More than 50% of
promotional expense should be made here initially. Gradually it can be reduced.
� Newspaper would serve as the second most important option.
� Billboards should also be used.
� Activations (similar to Lux Channel i Super Star or Igloo Festival) should be done to generate
trial.
8.6 Scope of Opportunity
Value Volume
(BDT Cr) (Tons)
Market 131 7835
Common 121 7600
Boutique 9.8 235
Table 30: Value and Volume Based Scope of Opportunity for UBL
Evaluation of Entry into Ice cream Business for Bangladesh Limited 55