in the Ice-Cream

Market of Bangladesh

A Marketing Management

(M302) Presentation

TEam Charlie Foxtrot

Muhtasim Sarowat Rayed (ZR-61)Shatabdi Biswas (RH-12) Arifur Reza Chowdhury (ZR-23) Sharmili Nowshin Kabir (RH-30)

Scope and Limitations

Industry Overview

Consumer Characteristics

Key Psychological Processes

Five Stage Buying Process

Takeaways

Market DefinitionLocal packaged ice cream

market

Geographical ScopeDhaka City

Data SourcesPrimary:

SurveysSecondary:

Market Reports and Publications

Consumers Retailers

Online Consumer

surveyLack of access to all

income groups.

questionnaireSome respondents could not understand some questions.

Retailer Survey

Respondents from only selected areas.

Market Size (2010)131 Crore BDT

Market Growth (2010)8.3%

Igloo

Polar

Bellissimo Mi Amore

Bloop Za n Zee

Market Share of our survey respondents

8

63%21%7%

6%2%1%

Cone

Popsicle/Stick

Cup/Sundae

Box Containers

Family Packs

Retail Shops Cart Sellers

Consumer Characteristics

Personal

Cultural Social

15%

Off-PeakFebruary,

September, October, November

3%

Super Off-Peak

December, January

36%

PeakMarch, July, August

46%

Super-PeakApril, May, June

Seasonality

Retail Survey Revealed

Super Peak Period as

April, may and june

PohelaBoishakh

Eid-Ul-Fitr

21st

February

Eid-Ul Azha

Special Occasions

Retailer Survey showed that consumption

increases during

Dhaka Chittagong

18.9%

Khulna

6.9%

Comilla

4.8%

Barisal

2.5%

Others

5.9%

SubculturesGeographic Regions

61%

2%30%67%

Above Tk. 50,000 Tk. 15000-50,000 Tk. 10,000-25,000

Social StratificationMonthly Income of Ice Cream Buyers

2/3 times in a week

15%

21% 21%

24%

14%

5%

Once in a week Once in two weeks Once in a month Once in three months

Never

Most frequent buyers

Personal Preference

Preference of Children

Preference of Teenagers

Preference of Significant

Others

Preferences of Older Family

Members

Preferences of Friends

Others

75%

6%1%

2% 3%

10%

3%

Reference GroupsSmall impact over consumer

behavior.

Friends and colleagues most influential among reference

groups.

No79%

Do You Have a Child in the

Family?

Yes21%

FamilyMost respondents do not have a

child in the family.

Thus reduced impact of direct and indirect demands of children.

22% 6% 25% 19% 27%

Affordable Youthful Versatile Exclusive Other

Appeals to Core Values

Most of the consumers lead a time-constrained lifestyle that values variety and multitasking.

Versatile, Exclusive

Presence of minority group with time-constrained lifestyle that

seeks affordable products.

Affordable

Learning

Memory

Perception

Psychological Characteristics

Affordable

Assortment

of Flavors

Quality

quality

Premium

brand

Assortment

of flavors

quality

Premium

brand

Assortment

of flavors

PerceptionSelective Attention

Large Volume Purchase in Social Occasions. Individual-Size Products

Ignored.

MemoryBrand Association

Consumers looking for quality tend to choose Igloo ,Bellissimo and Mi amore

which they associate with quality.

Memory Retrieval Interference

Mi Amore, Igloo’s Flanker BrandCounters Bellissimo’s Brand Association

Learning Discrimination

Consumers can differentiate among same flavors of different brands .The taste that appeal to them the most drive

their purchase.

Five stage buying process

Problem Recognition

Information Search

Internal Stimulus: Indulgence and Craving

External Stimulus: Hangouts

Family GatheringsSpecial Occassions Personal Information Source:

Friends and Colleagues

Commercial Information Source: Advertisements

RetailersCarts

Public:Social Media (Food Bank)

Evaluation of Alternatives

Purchase Decision

Criteria Average score

Combination of flavors

Value for money

Bigger in size

Brand reputation

Combination of differenttexturesNatural Appearance (eg. Color)

Creaminess (level of fatcontent)More sugary

Less sugary

Nutritious

Low calorie

Attributes of interest:

Post-Purchase Decision

Seeks reinforcement.

Inquires about new brands and products.

Buys Only One Brand

Buys One Brand Often,

But Buys Other Brands

as Well

Prefers One or Two Brands More Than

Others

Has no Brand Preference

2%

54%

33%

11%

Moderate

involvement

decision Making

Dominance of personal preference on icecream consumption

Social factor not yet being so extensive

Cultural factors playing a varied role

Icecream purchase shown through five stage decision making model

Moderate Variety seeking buying behavior

Thank you!