BRAND MANAGEMENT

SUBMITTED BY: MUHAMMAD JAHANZAIB SHAFIQUE

BSCOMMERCE 2nd Batch
58/BSCOM/13-S
INSTRUCTOR:

Sir Hassaan Ahmed.

Marketing Objectives of IGLOO (Marketing Mix), David Aakers brand equity

model, Brand Elements, Brand Essence, Brand Mantra, POP, POD.

BCG MATRIX:
RELATIVE MARKET SHARE

MARKET GROWTH RATE

High

Low

IGLOO ICE CREAM

PRODUCT LIFE CYCLE:

If one looks at a category, the product life cycle seems to be an important

determinant for all sorts of decisions. These may involve pricing, promotion,
marketing etc. Generally a product should be kept in the growth stage as long as
possible. If we look at brand IGLOO, it is in the declining stage. However if

corrective measures are taken at right time situation can be changed to MATURITY
stage. This assumption is very important, as all the strategies would be affected by
this decision. In the market, growth is also associated with increase in sales.

DEFININIG MARKETING OBJECTIVES OF IGLOO.

Product Strategy
SEGMENTATION
Demographic
Segmentation
Age

0-5 years

Education level

Uneducated SSC

Income

3k-10k

10k-20k

Gender
Marital Status

Male
Married

Female
Unmarried

5-15 years

15-20
years
Higher
education
& above
More than
20k
others
others

20-50
years

50+
years

Less than
40k

TARGET MARKET PROFILE:

Age
Educational
Level

0-5 years
Uneducated

5-15 years
SSC

Income
Gender
Marital status

3k-10k
Male
Unmarried

10k-20k
Female

15-20 years
Higher
education &
above
More than 20k
others

20-50 years

POSITIONING:
Point of Parity:
1) CATEGORY POINT OF PARITY: (POP)
It is a refreshing and tasty ice-cream which energizes you.

2) COMPETITIVE POINT OF DIFFERENCE: (POD)

Ice cream used in Fun related activities and memorable situation
like anniversary, picnic etc.
POSITIONING STATEMENT
To consumers belonging to the socio-economic class B, C & D in
Pakistan who want to have a good quality brand ice-cream, our brand
IGLOO ICE CREAM is a brand which serves the taste to its utmost joyed
customers consuming ice cream.
BRAND LINE EXTENSION:
Introducing a new ice cream product in the market, which will
have nuts, chocolate chip cookies mixed with ice cream in small pieces.
Available in vanilla, strawberry and mango and also with duet of these
flavours side by side.

PRICE:
Pricing Objective:
Pricing objective of igloo is to gain the market share while
maintaining the quality products and reaping impressive profits.

Pricing Strategies:
Competitive Pricing:
Comparing with its competitors for the same kind of products it
keeps the price almost same to remain in the competition.

Market penetration Pricing:

For the new unique products igloo tries to capture market share
with low pricing to penetrate the market.

PLACE:
DISTRIBUTION CHANNEL:
MODERN TRADE CHANNELS:
like Imtiaz, Naheed will be focused for sure as the customers in
large quantity are approaching these stores now.
TRADITIONAL TRADE CHANNEL
It is one of the most valuable asset of the company which will
have most of the business related to it.The distribution network of
Igloo ice cream is stretched all over its target market in Pakistan with
long fleet of refrigerated vans.Firstly, the ice-cream products are
stored at the main ware house of the factory from there it is
distributed through its vast stretched chain of suppliers.
RETAIL SHOPS are usually provided with attractive deep freezers
to ensure the proper storage and display of products.
TROLLEYS are also utilized near schools shopping malls and other
prospective places.

PROMOTION:
Advertising:
Above the line activities:
TVCs in prime time at the most popular channels of Pakistan like
Geo, Hum TV, ARY Digital, Urdu 1 and after prime time on GEO
news, ARY news, Dunya and Samaa. Radio broadcast of newly
launched product on FM 89.0, FM 103.0, Fm 105.0, FM 106.2 and FM
107. Initially new product will be focused more and after some span
of time, old products will also be focused. Every Sunday one
advertisement will be placed in all the renowned newspapers and
magazines like Jang, Dawn, Express and Akhbar-e-jahan, the Herald

etc. Social media campaigns will be carried out through facebook,

twitter and linkedin via advertisements, different games etc.
Below the line Activities:
Advertisements in LED displays at the citys centre point all over
Karachi.
BILLBOARDS PLACEMENT:
Many billboards will be placed in the area of D.H.A, Main Shahra-eFaisal, Nazimabad, and Some on Korangi Road and adjacent to
airport area. Few of them will be placed at Malir, Gulshan-e-Iqbal
and near to big shopping malls like in Hyperstar, Chenone etc.
DIRECT SELLING:
Mainly igloo will be launching new attractive style of trolleys and
vans (only in posh areas).
PUBLIC RELATIONS
Events sponsored by igloo in different schools, Parks and
especially at beaches in this summer season. Igloo will be creating a
different image than other ice creams and to do that it has to be
different and do something different like sponsoring beach events
etc.

BRAND ELEMENTS:
LOGO

Brand Name

BRAND
ELEMENTS

PACKAGING

Slogan

1. Brand Name: (Offensive Strategy)

Memorability:
Igloo ice-creams brand name signifies fun, joy and happiness and
is cherished by people of all over the globe. Igloo ice-cream has a longterm relationship with its customers and has a unique and distinctive
image in the minds of its customers. Through its memorability of igloos
brand name it is going to use its brand name for its past association
with its customers.

Likeability:
People liked igloos brand name when it was launched first time,
now reminders of brand after suitable period of time is a must thing to
do, to get get back that likeablity of its brand name, because market
leader Walls and its other competitors have created much more
likeablity towards their brands.

Meaningfulness:
Igloos name when heard, customers are reminded of great quality
rich milk flavoured ice-cream. Igloo name had created its brand identity
through its name and customers know what igloo means and what the
brand name igloo is all about.

2. Packaging: (Defensive Strategy)

Transferability:

Igloo is a Brand that can be recognized through its unique packaging

through its theme colours of yellow and green.Brand line extension
can easily be done using the same colour theme hat is associated with
the

Adaptability:
New relevant changes to the packaging size can be done to attract
new customers.

Protectability:
Legally protected and recognized as a trademark.

3. LOGO:
Memorability:
There is a strong association of igloo through its logo towards its
customers.

4. Brand SLOGAN: (Offensive strategy)

Memorability:
Brand slogan of igloo is The ice cream full of fun. Building
association with the slogan of the product will be a challenging task.
For this purpose brand slogan will be punched through bombardment
of ATL and BTL activities.
Meaningfulness:
This slogan defines the meaningfulness of the brand itself. Igloo
brand is all about fun and if this idea/purpose or situation of brand
usage hits the subconscious mind of Igloos customers it will help it to
build brand equity drastically.

Brand Mantra
BRAND

EMOTIONAL
MODIFIER

IGLOO ICE
CREAM

Joy,
refreshing.

DESCRIPTIVE
MODIFIER

BRAND
FUNCTION

Friends &
Family

Frozen food

BRAND ESSENCE:

Igloo
ice
cream
is
an
international brand which offers
quality products and ensures all
the international standards of
hygiene, packaging, taste and
delivers to its customers through
its vast, trusted and valuable
supply chain network throughout
Pakistan.

DAVID AAKERS BRAND EQUITY MODEL:

In his Brand Equity model, David A. Aaker identifies five brand equity
components:
(1)
(2)
(3)
(4)
(5)

Brand loyalty
Brand awareness
Perceived quality
Brand associations
Other proprietary assets.

1) Brand loyalty:
People were loyal to Igloo when Igloo was launched and was in its
growth stage. Gradually when the competition increased with the new
entrants in the market like Walls, Omore and some small old brand
Igloo didnt focused on the changing market environment dynamics and
was over came by the Walls and other brands. Now, by giving attention
to the advertising activities new products and increased market
awareness and association through its unique image in the minds of its
customers Igloo can remake the customers it lost and also can attract a
vast amount of new customers.

2) Brand awareness:
IGLOO is a well-known ice cream brand among the public and can be
seen through some of the following:
Uniqueness of the logo of igloo is the most powerful association of
igloo within the minds of its lost customers. Consumers had shown
positive attitude towards igloo and spread the word about the brand
in the past. Igloo was considered during the purchasing process
through its green and yellow new packaging style.
Now, as the market share is captured by the Walls market leader, and
omore plus many other brands, Igloo should be identifying the
mistakes which it made in the past that were: no advertising and no
reminders to their customers when the new entrants were gaining
market share of them. It can regain its customers through creating
the needed image of the brand in the minds of its customers through
different strategies and plans discussed above.

3) Perceived quality:
IGLOO is a brand which was considered to provide good quality
products that can be measured on the basis of the following criteria:

The quality offered by the IGLOO is one of the reasons to buy it.
Launching new products like COOKIES & CREAM for differentiation.
Price is almost same and people are assessing it as good quality brand
on the basis of competitive strategy in prices. Availability of IGLOO
through different sales channels like MTC, TTC.

4) Brand associations:
Associations triggered by IGLOO can be assessed on the basis of the
five following indicators:
IGLOO is usually triggered through its name. it is struggling to get
associated its brand as a fun related activity brand. Brand
association of IGLOO are its name, packaging size, colour, and its
logo. People have positive associations towards the brand. The
number of brand extensions in the market by igloo are increasing new
marketing strategies are required to build to build up more
association.

5) Other proprietary assets:

One of the most valuable assets of Igloo are the good relations with
the suppliers and the vast delivery network across Pakistan.

Advertising budget:
It is based on the average estimations as per listed price of each
category of marketing activities. Excel worksheet is attached for more
details.

samplebudget.xlsx