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INTRODUCTION

1.1

Objective

The initial concern of this paper work is to acquire knowledge about the Marketing Strategy of
some ice-cream companies in Bangladesh, i.e., specific strategies of those companies for target
markets, positioning, the marketing mix, and marketing expenditure levels.
1.2

Marketing Strategy

A marketing strategy, in broad terms, is the business approach for marketing its products/
services which forms the basis for developing marketing plan.
A good marketing strategy provides specific goals and can include:

1.3

A description of the key target buyer/end user.


Competitive market segments the company will compete in.
Distribution channels.
The unique positioning of the company and its products versus the competition.
The reasons why it is unique or compelling to buyers.
Price strategy versus competition
Marketing spending strategy with advertising and promotion.
Possible research and development
Report Organization

The introduction chapter describes the marketing strategy to meet the changing conditions in the
industries and to ensure long term survival.
The reminder of the paper is organized as follows:
Chapter 2 presents the background and marketing strategy of Igloo ice-cream company.
Chapter 3 presents the background and marketing strategy of Polar ice-cream company.
Chapter 4 presents the background and marketing strategy of Savoy ice-cream company.
Chapter 5 presents the background and marketing strategy of Milk-Vita ice-cream.
Chapter 6 discusses the achievement and lacking of marketing strategies of mentioned icecream companies and concludes the work.
Igloo
2.1

Overview of the company

Abdul Monem Limited is manufacturing and marketing Igloo ice cream, countrys leading ice
cream brand. Igloo is the pioneer ice cream brand in Bangladesh, having started its operation in
1964 in Chittagong.
Later, with the expansion of market, a new factory was established in Shampur Industrial Area,
in Dhaka to cater the market demand. Presently, Abdul Monem Limited used the state of the artstraight-line technology for manufacturing the ice cream. Actually, Abdul Monem Limited is the
first in the South East Asia to introduce this technology. The facility is producing nearly 20,000
liters of ice cream each day that is distributed through out the country.
2.2

SWOT Analysis

A Companys Strengths, Weaknesses, Opportunities and Threats can be determined by SWOT


analysis. SWOT analysis of Igloo is discussed below:
2.2.1 Strengths
The strengths of Igloo are:

Igloo is the market leader.


Goodwill of the company and brand image.
Strong distribution network as its product is available in every district and Upozilla of
Bangladesh.
Igloo is the only ISO 9001:2000 & HACCP certified ice cream Company in Bangladesh.
Varieties of products.
Continuously launching new and innovative delicacies.
Committed to maintain the highest quality standard, through its continuous R&D
activities and Quality Control Department.
Competitive pricing.
Good packaging.

2.2.2 Weaknesses
The weaknesses are:

2.2.3

Decentralized management system.


Only managing director can take every decision.
Make delay for taking decision.
Opportunities

The opportunities are:

Demand of ice cream is very high and it is growing.


Market is increasing 15% per annum.

2.2.4 Threats
The threats are

Major ingredients, raw materials and packing materials of Igloo ice cream are procured
from Australia, New Zealand, and Denmark. Because of money devaluation Igloo has to
pay more for importing and thus the product cost increases. But with this high cost of
production company can not always increase the retail price.
Because of the poor power supply of the country storing the production in fridge is
hampering.
Some illegal companies are duplicating Igloos packaging.

2.3.1 Mission
Like any other business firm Igloo Ice Cream Company also specified their mission in following
manner A world of Great Taste, which has a direct relation with their activity.
2.3.2 Goal of Igloo Ice Cream Company
Igloo is committed to provide good relationship with its consumer by not only manufacturing the
highest quality product but also delivering the product by maintaining this high quality. To
satisfy the ever changing needs of the customer, Igloo is launching regularly new ice creams and
introducing new flavors. And this commitment has positioned Igloo as the market-leading brand
by gaining the consumers trust as- A World of Great Taste.
2.3.3 Overall Marketing Strategy of Igloo Ice Cream
The marketing strategy of Igloo ice cream is based on the effective market segmentation
and determination of target market. Basing on this the organization sets its product, price,
placement and promotion strategy, which ultimately enable the company to achieve its goals.
2.3.3.1 Market Segmentation and Target Market
Igloo Ice Cream Company does the market segmentation; targeting and positioning to decide
which customers it will serve and how. By market segmentation it can increase its sales and
profit. In this section, Igloo Ice Cream Companys strategies of segmenting and targeting the
market by identifying the customers needs, designing and positioning of the product to fulfill
the needs are discussed.
2.3.3.1.1 Market Segmentation
Igloo ice cream designs and produces their Ice Cream basing on the Customers income, age,
status and taste. Considering the income of consumer Igloo Ice Cream has divided its market into
two segments.

1. Upper class, and


2. Middle class.
3. Upper class: For the upper class people, who have higher income, Igloo has delicious
Double Sundae with different types of flavors. Igloo also has exclusive ice cream cake,
Igloo Vinnetta for the upper class people.
4. Middle class: For middle class, Igloo has lots of products like Liter box of five flavors,
Lolly, Kulfi, Cup ice cream, Ripple cake, etc.
Considering the age and taste Igloo has divided the market in the following groups.
1. Kids: For kids Igloo have some ice creams with fancy packaging like Snow Ball, Mango
Magic. Igloo also produce cartoon shaped ice cream, named Clown and very good
looking Juicy with two flavors for the kids.
2. Young Generation: For the young people Igloo produce Macho, Mega, Single Sundae,
etc. Igloo has introduced a heart shaped ice cream Sweet Heart and it is a very sweet
present for some ones love.
3. Diabetic patient: Only Igloo has the offer of Diabetic Vanilla, Ice cream for diabetic
patient.
4. Chocolate lovers: For the chocolate lovers Igloo has the offer of Ego, Igloo Sandwitch,
Igloo Nuggets, etc.
2.3.3.1.2 Target Market
The target market is the grouping of customers to whom the seller specifically aims its marketing
efforts. The careful selection and identification of target market is essential for
the market expansion and customers satisfaction. Generally Igloo ice cream sells its product to
higher income and middle income people.
2.3.3.2 Marketing Mix
The Marketing mix for the existing marketing system can be illustrate in terms of 4Ps of
marketing i.e., (1) Product (2) Price (3) placement or distribution Channel and (4) Promotion.
The marketing mix of Igloo Ice cream is discussed below:
2.3.3.2.1 Product
Igloo offers the widest choice of ice cream to its discerning consumers, more than any other
competitor in the market. Igloo is offering more than fifty items, including normal premium and
novelty cup, stick and family pack items. Igloo has more flavors than anyone else in the industry
and is continuously launching new and innovative delicacies.
The brand name, the package, the labeling all go into build up the personality of its product.
Igloo aims to make its products to fulfill the demand of its target markets. Company tries to
position its products differently from other competitor. Every year Igloo launches at least two

new products to satisfy ever changing needs of the customer. Igloo is predicting a large variety
of Ice creams.
2.3.3.2.2 Price
Pricing objective:
Pricing objective of Igloo is to survive in the market and get maximum profit.
Pricing method:

Comparing with other companies for the same kind of products it keeps the price same.
For the unique product of the company it tries to get higher profit

2.3.3.2.3 Place(Distribution Channel)


The distribution network is stretched all over the country with a long fleet refrigerated vans.
Firstly, the ice cream products are stored at the central warehouse of the factory, and from there
products are distributed to every district and upazilla.
Strictest cold chain maintenance during the distribution and selling of ice creams is ensured.
Retail shops are provided with attractive deep freezers to ensure proper storage and display of
products.
Igloo also operates through trolleys for extending its reach to consumers at the furthest points.
The trolleys are operated near schools, alleys, streets, Parks etc.
2.3.3.2.4 Promotion
Igloo ice creams main promotional strategy is to keep close to customers eyes.
Igloo has more than hundred trolleys in the country and these are very colorfully decorated with
Igloo umbrella and the puller wears specific uniforms. Trolleys play rhythmic music, which
attracts the people to buy it.
Igloo does the advertisements in led displays of the citys centre points, TV channels. They
have many billboards in different areas and road side signboards.
Igloo also arranges events in theme parks, schools.
Company gives some promotional offer with its products once in a year to the consumer and
two times in a year to the retailer.
POLAR

3.1 Overview of the company


Dhaka ice cream industries Ltd. introduced the first hygienically packed ice cream in Bangladesh
in 1987. The brand name Polar was thus born.
In the early days, the company started the ice cream business with a wide range of products and a
variety of flavors in Dhaka city. In 1988, the company started its distribution in the city of
Chittagong, then Bogra, and then covered city after city. Presently, Polar ice cream is available
throughout Bangladesh. The company today is one of the leading producers and distributors of
ice cream in the country.
3.2 SWOT Analysis
SWOT analysis of Polar Ice Cream Company:
3.2.1 Strengths

Use Danish equipment and technology.


Production activities and quality control measures are supervised and managed by Danish
expert.
Raw materials are imported from Europe.
Steady growth of the organization.
Competitive pricing.
Product quality.

3.2.2 Weaknesses

Narrow distribution channels.


Few promotional activities.
Sales decrease in winter and rainy season.
Can not provide fridge to all retail shop.
Insufficient electricity supply.
Centralized management system.

3.2.3 Opportunities

3.2.4

As Bangladesh is a tropical country so the demand of ice cream is very high and it is
growing.
Cheap labor cost.
National income has been increased.
Market is developing day by day.
New market can be explored outside of the DhakaCity.
Less number of competitors.
Diversification opportunities exist.
Threats

Increased price of raw materials.


Highly competitive market.
Uncontrollable situations like bad weather, irregular power supply, political violence,
flood etc.
High cost involvement for automatic plant and for providing freeze to the retailer.
Consumers change their taste and flavor rapidly.
Easy entry in the market for any supplier.

3.3 Polar Ice Cream An overview from marketing perspective


3.3.1 Mission
Polar Ice Cream Company specified their mission in following manner Maintain the best
quality and supply as required by the consumer.
3.3.2 Objective
The goal of Polar Ice Cream Company is:

Good services to customers.


Increase return on investment through more selling by quality products.
To become the market leader.

3.4 Overall Marketing Strategy of Polar Ice Cream Factory


Basing on point of differentiation, effective market segmentation and determination of target
market the organization sets its product, price, placement and promotion strategy, which
ultimately enable the organization to achieve its goals.
3.4.1 Point of Differentiation
At present Polar Ice Cream Factory markets different types of Ice Cream. To support the market
expansion and customers satisfaction, it gives importance to some major aspects. And the
company always tried to be differentiated from others in all those places and those are shown in
figure.

3.4.2 Market Segmentation and Target Market


In this section, Polar Ice Cream Factorys strategies of segmenting and targeting the market by
identifying the customers needs, designing and positioning of the product to fulfill the needs are
discussed:
3.4.2.1

Market Segmentation

The factors, which have been considered for segmenting, are


(1) Age and Income
(2) Children & Female.
Considering the end-users and sales agents/retailers needs in mind, Polar Ice Cream has divided
its market into segments as shown in Table.
Types of Products
1 liter Family Pack, Cone, Crunchy, Vanilla
Strawberry
Choco bar, Vanilla Toffee, Crunchy, cone, cup
Segmentation Pattern
3.4.2.2 Target Market
Upper middle class

Considered Variables
Age, Income
Children & Female

Table
: Pol
Ice
Cream
Companys

3.1
ar

Middle class
Lower middle class
3.4.3 Marketing Mix
The Marketing mix for the existing marketing system can be illustrated in terms of 4Ps of
marketing.
3.4.3.1 Product
Polar Ice Cream Factory aims to make its products to fulfill the requirement of their target
markets. They try to position their products differently from other competitor. Polar is predicting
a large variety of Ice creams. The width of the product mix is very narrow.
Chocobar
Chocobar is one of the largest selling products in Ice Cream industry. Vanilla with chocolate
coating stick.
Cone
The Ice cream paste is filled in a Cone shaped biscuit. The product is available in Vanilla and
Mango flavor.
Chewy
The Ice Cream paste is filled in a 150 milliliters of cone shaped plastic cup. This is available in
vanilla and strawberry flavor.
1 Liter Family Pack
The Ice Cream paste is filled in a 1 liter plastic container. The product is mainly designed to be
used by a small or a large family. This is available in Vanilla, Mango and Strawberry flavor.
Crunchy
Polar has first introduced this ice cream Vanilla with crispy coating.
Vanilla Toffee
This ice creams out look followed the Logo of Polar ice cream with vanilla and strawberry
flavor.
Vanilla Strawberry

This ice cream has only Vanilla and Toffee flavor.


3.4.3.2 Price
The main objectives of pricing are:

To survive in the market.


To gain maximum profit.
To maximize revenue.

Pricing Method:
First, it determines all the cost associated with the products and then adds up a standard markup,
which is normally 25% to 30% of the cost.
3.4.3.3 Placement (Distribution Channel)
Distribution channels play a vital role in successful marking of most of the products, especially
consumer products. Dhaka Ice cream (Polar) at present has four cold stores in Dhaka,
Chittagong, Bogra, and Jessore, in Bangladesh.
In Dhaka city, it distributes its ice creams directly to retail stores in freezer vans. Besides that, it
has several distributors at different points of the city. Distributors cover their individual areas
where polar is not able to supply directly in its freezer vans.
For storing and selling ice creams in retail stores, company arranges a deep freezer with the Polar
logo and canopy light box (upon request from the store owner.)
In addition to this distribution, Polar also undertake home delivery of ice creams for special
occasions.
3.4.3.4 Promotion
Promotional Activities:

Yearly Children Competition Program


Offering scratch cards to the consumers for discounts and gifts.
On-line offerings:

Polar Fan club


Fun & games
Cool contest
Ecards
Ice creams recipes

Promotional Tools

The essential tools for promotion of Polar Ice Cream are advertising, personal selling,
sales promotion and direct selling. These tools are mentioned below:

Advertisement
Billboards
Personal Selling
Poster
Publicity

Savoy
4.1 Overview of the company
Savoy Ice Cream is an enterprise of Sena Kalyan Sangstha (SKS). SKS is a welfare trust created
by the Government for Ex-Armed Forces and their dependents. SKS owns various industrials
and other business units. Savoy Ice Cream has started commercial operation since March 1995.
For production of Savoy Ice Cream, Italian Technology is followed. The main plant machinery
had been imported from Italy. Different types of ice Creams are produced and its about 1600
liter per day. But the project is too small comparing with the competitors in terms of production
capacity, variety, distribution facilities, storage capacity, investment etc.
4.2 SWOT Analysis
A Companys Strengths, Weaknesses, Opportunities and Threats can be determined by SWOT
analysis. SWOT analysis of Savoy Ice Cream Company is discussed below:
4.2.1 Strengths
The strengths of Savoy Ice Cream Company are:

Strong administrative backup by SKS.


Goodwill of SKS.
Steady growth of the organization.
Competitive pricing.
Product quality.
Sound management.

4.2.2 Weaknesses
The weaknesses are:

Centralized management system.


Weak distribution channels.
Narrow product line.
Poor packaging.

4.2.3

Low brand image.


Poor promotional strategy.
Opportunities

The opportunities are:

Total amount requirement of ice cream is very high and it is growing.


Market is increasing 10% per annum.
New market can be explored outside of the DhakaCity.
Less number of competitors.
Financial support exists from SKS.
Diversification opportunities exist.

4.2.4 Threats
The threats are:

Small project of SKS.


Highly competitive market.
Uncontrollable situations like bad weather, political violence, flood etc.
High cost involvement for automatic plant.
Rapid change of customer choice.
Easy entry in the market for any supplier.

4.3 Savoy Ice Cream Company- An overview from marketing perspective


4.3.1 Mission
Like any other business firm Savoy Ice Cream Company also specified their mission in
following manner To ensure the best quality and taste, which has a direct relation with their
activity.

4.3.2 Objective
The goal of Savoy Ice Cream Company is:

To satisfy the customer needs.


To earn maximum profit through more selling by quality products.
To develop the companys existing facilities.

4.4 Overall Marketing Strategy of Savoy Ice Cream


Point of differentiation, Effective market segmentation and determination of prudent target
market is a prerequisite to the success of any business organization. Basing on this the

organization sets its product, price, placement and promotion strategy, which ultimately enable
the organization to achieve its goals.
4.4.1 Point of Differentiation
At present Savoy Ice Cream markets different types of Ice Cream. To support the market
expansion and customers satisfaction company gives importance to some major aspects. And
the company always tried to be differentiated from others in some places and those are shown in
the figure 4.1.

The core of all those activities is to compete on value and this is the crux of Savoy Ice Cream
Comanys marketing strategy as well as market expansion and customers satisfaction. Other
major supporting elements are:

Respect for Customers.


Quality Product.
Variety of Product.
Affordable Price.
Less Promotional Activity.
Less distribution Channel.

4.4.2 Market Segmentation and Target Market

Savoy Ice Cream Company segments its markets so that it can respond more effectively to
the wants and needs of prospective customers and thus increase its sales and profit. In this
section, Savoy Ice Cream Companys strategies of segmenting and targeting the market by
identifying the customers needs, designing and positioning of the product to fulfill the
needs are discussed.
4.4.2.1 Market Segmentation
Savoy Ice Cream sells their Ice Cream basing on the Customers income, age and status.
Considering the end-users and sales agents/retailers needs in mind, Savoy Ice Cream has divided
its market into two segments as shown in Table.
Types of Products
Chocobar, Lolly, Cone, Cup, Liter Box
Special liter, Cake, Parlour Ice Cream

Considered Variables
Age
Age, Income

Table
4.1: Savoy
Ice Cream
Companys

Segmentation Pattern
4.4.2.2 Target Market
The target market is the grouping of customers to whom the seller specifically aims its marketing
efforts. The careful selection and identification of target market is essential for the market
expansion and customers satisfaction. Savoy Ice Cream Company identifies and profiles distinct
groups of buyers who might prefer varying products. It identifies wants and needs of customers
and the ability of buyers as a basis of target market.
Savoy sells its product to:

Upper class
Middle class, and
Upper middle class.

4.4.3 Marketing Mix


The Marketing mix for the existing marketing system can be illustrate in terms of 4P;s of
marketing i.e., (1) Product (2) Price (3) placement or distribution Channel and (4) Promotion.
The marketing mix of Savoy Ice cream factory is discussed bellow:
4.4.3.1 Product
Savoy Ice Cream aims to make its products to fulfill the requirement of its target markets. It tries
to position its products differently from other competitor. The Savoy Ice Cream is predicting a
large variety of Ice creams. The width of the product mix is very narrow and consists of only
two-product lines, namely Ice cream and chocolate/flavored milk. The products of each product
line are discussed below.

Chocobar
Chocobar is one of the largest selling products. Savoy is producing only one category of
Chocobar. Total quantity of each Chocobar is 100 milliliters.
Cone
The Ice cream paste is filled in a Cone shaped biscuit. The product is available in two different
flavors i.e. Vanilla and Mango flavor. Quantity of each Cone Ice Cream is 100 milliliters.
Cup
The Ice Cream paste is filled in 100 milliliters of plastic Cup along with a wooden spoon. This is
easy to handle and is highly used by different aged customer groups. This is also available in
vanilla, Strawberry and Mango flavor and with (Ripple) 100 milliliters Cup.
Liter Box (Normal, Ripple and Special).
The Ice Cream paste is filled in a 1,2 and liter plastic container. This is another largest selling
product. The product is mainly designed to be used by a small or a large family. This is available
in three different categories, i.e. normal (with Vanilla, Strawberry, Mango and Chocolate flavor)
Special and in a Ripple pack.
Lolly
This product is designed to meet the demand of the lower income customer groups. It is available
in Lemon and Orange flavor.
One liter (Ripple) Ice Cream Cake
The product is very rich in quality. Different seasonal fruits are used to make it more delicious.
This product is mainly designed for the high-income customer group.
Parlour Ice cream.
This product is very high quality of Ripple/Special Ice Cream in some very rich flavor such as
praline, Pistachio, Coffee, Kulfi, Black Currant, Trite Fruity etc. is served with seasonal Fruits
topping. The product is designed for upper middle and high-class people. These are available
only in Savoy Ice Cream parlour.
4.4.3.2 Price
Pricing objectives of Savoy Ice Cream:

To survive in the market.


To gain maximum profit.

To maximize revenue.

Pricing Method
Pricing method normally means the route taken in fixing the price. Evidently, the pricing method
must be appropriate for achieving the desired pricing objectives. In pricing the product, Savoy
Ice Cream follows cost-plus method. First, it determines all the cost associated with the products
and then adds up a standard markup, which is normally 25% to 30% of the cost.
4.4.3.3 Place(Distribution Channel)
The products of the Savoy Ice cream are sold through direct marketing system. Generally,
through Institutions and Sales centers it distributes directly to the consumers. This is the zero
level channel of Savoy Ice cream. In the direct system, refrigerated van and trolley vans
distribute Ice Cream to the shop in different areas of DhakaCity .
Although, the distribution channel network of Savoy Ice Cream is not much wider, as the
refrigerated vans and trolley vans are not sufficient as required to maintain a fair distribution
network, now it is developing day by day. There are some distribution outlets operated by Savoy
Ice Cream Factory in Dhaka, Chittagong and other cities. The outlets are carefully chosen basing
on their performance and goodwill at local markets.
4.4.3.4 Promotion
This section deals with the marketing communications mix and expenditure of Savoy Ice Cream
in promotion campaign of varieties of Ice Cream. The target audiences of the promotion efforts
are the potential buyers of the product.
Communication Objectives.
The target consumers are aware of the quality and taste. Thereby the customers go for
comparative evaluation with other quality products. Thereby, the communication objective of the
Company is to remind the customer about the quality and its unique features like continuous
quality assurance, taste and varieties of products.
Setting the Promotion Budget.
Savoy Ice Cream spending in promotion budget is very less than its sales and profit. It follows
almost a flat rate promotion budget each year for the product.
Promotional Tools.
The essential tools for promotion of Savoy Ice Cream are advertising, personal selling, sales
promotion and direct selling. These tools are discussed bellow:
Advertisement.

Advertisement of the product is one of the major tools for promotion with an objective
repeatedly reminding the customers about the product. The message of the advertising is
informative highlighting the features as well as customers benefits of the product. The chosen
media for these advertisements are TV media, print media like Newspaper and publications,
billboards, roadside signboards etc.
Savoy Ice Cream still now has not under go into a satisfactory advertisement program. In
financial year 1998-99 a TV add film was produced and shown but very infrequently. Behind
this interceptive advertisement program is the rigidity. The main reason behind this effective
advertisement program is the rigidity and long-term decision-making procedure by the
Centralized Management and limited budget allocation for advertisement.
Billboards
There are some billboards are displayed in Dhaka cities like Bus Stand at Mirpur,
Jatrabari, Mohakhali and major cities like Chittagong, Khulna etc.
Personal Selling.
Savoy Ice Cream has some salesman in their sales centers. Besides this, it has some trolley van
by which salesman sales their products to the customers.
Sales Promotion.
Management of Savoy Ice Cream Factory insists on sales promotional activities but only a few
steps have been taken into account due some limitations. As per information sales promotional
tools used by the management are Free sample, poster, sticker and Mina Bazar.
Publicity.
Publicity is another major tool in promotion. The management is going to take some necessary
steps to increase publicity, because the management believes publicity can be a potent tool of
marketing communication for Savoy Ice Cream.
Commission/Discount to Distributor and Retailers
Savoy Ice Cream Factory sales their product to retailer and distributor through some established
discount basis.
Milk Vita
5.1 Organizational Overview
In Bangladesh with other agro-activities most of the farmer families possess cows for draft
purposes as well as for producing milk for their own consumption. In the year 1972, soon after

the independence, the government of the Peoples Republic of Bangladesh initiated a project for
the well being of poor milk producing farmers.
The project envisaged the purchase of milk from the individual poor, marginal and landless milk
producing farmers under the fold of Primary Milk Producers Co-operative Societies with fair
price and guaranteed market, transportation of the collected milk to the rural plants for the
preliminary processing and further transportation of the milk to the production plants for final
processing of market milk and milk products with brand name MILKVITA.
5.2

SWOT Analysis

A Companys Strengths, Weaknesses, Opportunities and Threats can be determined by SWOT


analysis. SWOT analysis of Milk Vita is discussed below:
5.2.1 Strengths
The strengths of Milk Vita:

Goodwill of Milk Vita.


Only dairy ice cream of Bangladesh.
Steady growth of the organization.
Low price.
Product quality.
Sound management.

5.2.2 Weaknesses
The weaknesses are:

5.2.3

Centralized management system.


As it is a government organization, ministry can take every decision but the company
management cant take any decision.
Company can not provide refrigerator to the retail shop, where competitors are providing
it at free of cost.
Narrow product line.
Poor packaging.
Poor distribution channel.
Opportunities

The opportunities are:

Demand of ice cream is very high and it is growing.


Market is increasing 10% per annum.

5.2.4 Threats

The threats are:

Highly competitive market.


Uncontrollable situations like bad weather, irregular power supply, political violence,
flood etc.
High cost involvement for automatic plant.
Rapid change of customers choice.
Easy entry in the market for any supplier.

5.3 Milk Vita Ice Cream An overview from marketing perspective


5.3.1 Mission
Like other firm Milk Vita Ice Cream Company does not have any mission statement. But it has a
mission of producing quality milk product to meet the consumers satisfaction.

5.3.2 Objective

To satisfy the customer needs by utilizing most of the milk produced by countrys milk
producing farmers.
To earn maximum profit through more selling by quality products.
To develop the companys existing facilities.

5.4 Overall Marketing Strategy of Milk Vita Ice Cream Factory


Basing on the market segmentation and determination of target market the organization sets its
product, price, placement and promotion strategy.
5.4.1 Market Segmentation and Target Market
Milk Vita ice Cream Company does the market segmentation and targeting to decide
which customers it will serve and how. By market segmentation it can increase its sales and
profit.
5.4.1.1 Market Segmentation
Milk Vita ice cream designs and produces their Ice Cream basing on the Customers income and
area.
Income
Products of Milk Vita ice cream are mostly consumed by middle class, whose income level is
low.
Area

In Dhaka City Milk Vita has market in Mirpur and Mohammadpur area. Out side of Dhaka,
specially in the rural areas Milk Vita ice cream has good market.
5.4.1.2 Target Market
The target market is the grouping of customers to whom the seller specifically aims its marketing
efforts. Generally Milk Vita ice cream sells its product to middle income people.
5.4.2 Marketing Mix
The marketing mix of Milk Vita Ice cream :
5.4.2.1 Product
Milk Vita Ice Cream aims to make its products to ensure the maximum use of the milk produced
by milk producing farmers of the country. The width of the product mix is very narrow.
Company does not maintain any research for product variation but it has quality control
department. Milk Vita has seven types of ice cream.
5.4.2.2 Price
Pricing objectives of Milk Vita Ice Cream:

To survive in the market.


To gain maximum profit.

5.4.2.3 Place(Distribution Channel)


Advertisement in the billboards in some public places.
Infrequent TV advertisement.
6.1 Industry analysis
It is difficult to determine the exact market share of various brands, as the actual sales turnover
or the sales quantity is kept as a business secret by individual Firm. So, determination of market
share is on approximate basis. The total market can be divided on several bases. Mainly the
market share of a company is determined (1) Based on Sales Turnover and (2) Based on Annual
consumption of the product. This is because pricing of the product by different Company is
different. For the financial year 2004-2005 the market share by each company has been shown in
the figure.

6.2 Conclusion
Comparing to the market and other industries, Ice Cream industry is a small issue but a place
where there is a scope to exercise marketing policies in a new and innovative manner. There are
many Ice Cream Factories in our country. But among them very few are well known. Igloo,
Polar, Savoy and Milk Vita are well known brand of the country. All of these four companies
have some strategies for their marketing. Igloos marketing strategy is good comparing with
others. But Polar, Savoy does not follow all of the strategies for marketing that a good company
should follow. Marketing Strategy of Milk Vita ice cream is very poor. It should improve it
marketing strategy for going further.