TARGET MARKET

People living in urban dwells of Bangladesh belonging to middle and upper

class who shop in categories A & B retail outlets. Our target market is

mostly young and energetic people and oldies as well who are fun loving,

family loving and extrovert. This group is both male and female, age 16 –

50. Members of this group purchase ice cream for different occasions; they

want that type of ice cream that gives them enough opportunity to indulge

their feelings and emotions in an unusual and special way.

MARKET SEGMENTATION

Personal characteristics

Age - 16 – 50

Gender - male, female

Education – going to or went through high school and college education

Martial status – single, married

Social class – upper middles and upper class

Occupation – students, professionals, career people

Psychographics

Interest – family having fun, friends and good time

Opinions – under western influence, considers top of the line products

friendlier and want unique things

Personality – independent, extrovert, friendly, expressive, fun loving,

innovators

Behavioral

Occasions – Eids, birthdays, anniversaries, special days

Benefits – convenience, positive feelings, creation of bond, relationships

Usage rate – light to medium users

Attitude towards product – enthusiastic, positive

Readiness toward product – interested, intending to buy

Geographical

Region – all

City – concentrated in

Density – urban

Climate –

MARKET POSITIONING

Our brand will be positioned as most convenient ice cream because it offers

the best selection. There is a sense of reliability, comfort and confidence in

knowing ‘that ice cream full of fun’ will always be there to cheer you up,

and provide you the best taste.

Objectives of the study

The main objectives of this report are to meet up our course requirement of

international marketing.

To identify the Marketing Strategy of a large organization.

To gather more knowledge about theoretical and practical.

To analyze the pricing policy and pricing objectives of the Igloo

ice cream.

To identify the problems of effective distribution system of the

organization.

METHODOLOGY OF THE STUDY

There are two methods of data collection:

A. Primary data collection

B. Secondary data collection

The primary data, which we are collected are used to afresh and for the first

time and thus happen to be original in character. Primary data can collect

through: (a) observation method (b) interview method (c) questionnaire

method (d) schedule method and (e) other methods such as distributor

audits, consumer panels, mechanical device (telephone, e-mail, fax, etc),

projective techniques, depth interview, content analysis, etc. the secondary

data refers which have already been collected by someone and which have

already been passed through the statistical process. I used both methods of

data collection to prepare this report.

In primary data collection I used questionnaire and interview method. I

collected the secondary data from the website of Abdul Monem Ltd.

After collecting the data I analyzed and interpreted those and make the

findings. Then I conclude my report.

LIMITATIONS OF THE STUDY

There are some obstacles when I prepared this report. These are given as

follows:

Lack of proper knowledge about such types of large organization

Lack of sufficient secondary data

Lack of computer facilities

Despite all of these problems, we tried our level best to make the report

documentary and realistic.

MARKETING STRATEGY OF IGLOO ICE CREAM

Product Policy

A product is anything that maximizes the utility of the consumers. With

respect to product, policy consist of following features of a product: (i)

quality (ii) design (iii) product variety (iv) brand name (v) packaging (vi)

sizes (vii) warranties (viii) return

Product Mix :

A product mix or product assortment is the set of all products and items that

a particular seller offers to buyers. Igloo ice cream has a product mix of :

Stick, Premium, Cup, Cone, Family Pack, Cake ice cream and assorted with

a large variety of flavour of each item.

Product Line Length and Product Mix Width:

A company’s product mix is described as having a certain width, length,

depth and consistency. The product mix width refers to how many different

product lines company carries. Igloo ice cream has a product mix width of

seven lines. Product mix width and product line length are shown in the

following table.

Product Line Strategy:

Each product line is usually management by a different manager. Product

line managers need to know the sales and profits for each item in their line in

order to determine wich item to build, maintain, harvest or divest. They

aslso need to understand each product’s market profile. It is necessary for a

product line manager to know the percentage of total sales and profits

contributed by each item in the line.

Quality, Maintenance, Control and Innovation:

Abdul Monem Limited delivers its commitment for quality for each product

by maintaining total quality management. All the raw and packing materials

are procured from the best European sources. Strickest Quality Control is

done at every aspect of the manufacturing process from procurement of

material, mixing, material flow, ice cream making, packaging, storing ( at

main warehouse ), distributing and market shelving by the Quality Control

Department.