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PAKISTAN DAIRY PRODUCTS (PVT).

LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

RESEARCH REPORT ON PAKISTAN DAIRY PRODUCTS (Pvt.) LIMITED

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

NAME OF MEMBERS
HUMAIR JAFRI (TEAM LEADER) FURQAN FARHAT MUHAMMAD ZEESHAN SHAIKH PASHA JAFRI SALMAN RIZVI

ROLL NO.

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

By the grace of God we have successfully completed our Research Report on

IGLOO ICE CREAM


(Pakistan Dairy Products Pvt. Limited)
SALES OF IGLOO IS LOW DUE TO LACK OF EFFECTIVE MARKETING STRATEGIES

We would like to thanks Miss BUSHRA RAZA for being a wonderful teacher with a difference. Also for her understanding individual students and motivating them to achieve understanding of course we well thought fairly difficult to say the least. Thank you maam, we apologize for any mistake in the following report. We have given it our best shot. And last but not the least we would like to thanks our family and friends who arranged to go the shops and meet people concerned with our report. With their help and criticism our report would not have turned out to be so polished.

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

We have conducted our research on low sales of IGLOO ice cream in which we set our hypothesis that the sales of IGLOO is low due to lack of effective marketing strategies. In this Methodology Report we have proofed that the reason for low sales of IGLOO ice cream is due to ineffective marketing strategies, mainly because of low advertisement and lack of awareness to their customers. Through our whole research process, we conclude several points. If the organization acts upon such decisions, the sales of IGLOO will be increased as compared to its competitors. IGLOO should emphasize on their marketing strategies (strategies are very low), in which they have to focus on advertising mainly. IGLOO also inconveniently available on local stores, it has to be available on super stores as well as local area stores

PURPOSE OF THESIS
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

IGLOO Ice Cream is facing a problem of low sales as compared to other company brands. In this report, we analyze the factors affecting on the company due to which they are facing this problem in todays highly competitive market.

In this study, we have tried to research that the problem arises due to lack of marketing strategies (such as advertising and promotional activities). My hypothesis is:

HYPOTHESIS:
SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

INTRODUCTION
Ice Cream signifies merriment, joy and happiness and is cherished by people of all over the globe. Consumers relish this immensely popular year round product with a demand spreading over various social segments throughout the seasons. Ice Cream is a source of great merriment and delight with a rich and creamy taste, complemented by the nutritional nature of its ingredients like only a few companies are dedicating their efforts to produce ice cream loaded with fun and nutrition. Companies have been trying to fine new and better ways to market and make their products available to the consumers. Similarly Pakistan Diary Products is a pioneer in introducing ice cream. Amongst these companies, IGLOO stands out as an unparallel provider of value through its enticing array of ice cream flavor in a sumptuous assortment to appeal diversified consumer tastes. All along, it has hallmarks a gigantic market presence as a household celebrated brand.

DESCRIPTION OF THE THESIS


I have divided this thesis into following 4 chapters: Chapter # 1- This part consists of an in-depth literature review and explains the concept of Customer sales of Igloo is low because of ineffective marketing strategies.

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Chapter # 2-This chapter explains the methodology of the thesis, giving information about the respondents, sample size, and the questionnaire designed. Chapter # 3-This gives results and an in-depth analysis of the answers given by the respondents to each question. Chapter # 4-This final part concludes the findings of the survey and validates the hypothesis and states the conclusion of the thesis.

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

CHAPTER# 1
Literature Review

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

COMPANY BACKGROUND
Operating under the aegis of Pakistan dairy products since 1976, Igloo ice cream is the pioneer ice cream manufacture in Pakistan. As a nation wide premium ice cream manufacture, their emphasis has always been on providing consumers with quality ice cream with a vast variety that guarantees consumer satisfaction. The company operates from Karachi; however its distribution network covers vast area of Sindh and Bolochistan. Igloo stepped into the new millennium with a renewed vigor and commitment to provide value and quality to consumer as well as dealers. Igloo chooses the choicest ingredients with imported milk and butter offering different variations to suit the consumers tastes and demands. Igloo is a supplier of superior quality ice cream to many renowned restaurants and hotels of Pakistan. This is yet another deflection of Igloos determination ad commitment to provide quality and taste to all. On the whole IGLOO has the strongest and most delicious ice cream portfolio among its competitors, comprising 28 different products and packs with more 28 flavors under the IGLOO brand as the pricing of the products, making all its products easily affordable for the masses. Igloos strategy is highly consumer-orientated and it eaves no stone unturned to fulfill its promise of being the Ice cream Full of Fun Igloos product portfolio is continuously expanding & promises to provide consumers with unmatched flavors & product innovations. IGLOO emphasizes on providing consumer with quality and a vast variety of ice cream assortments for maximum enjoyment. One of the most successful ranges from Igloo is supreme range which has several unique flavors, like strawberries n cream, blue berries n cream, butter scotch n cream, coffee, chocolate crispy, strawberry cheese cake, coffee toffee cookies n cream, etc. these packs are available in exclusively produced reusable plastic bowls. The supreme rang has become a major household favorite all over Pakistan. Besides IGLOO also offer other variety of exclusive products for all kind of generations to enjoy. With ever-expanding rang of products and flavors, and innovate sales techniques, Igloo now stand at par with the best in the country.

CUSTOMER SATISFACTION
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

DEFINITION OF KEY TERMS INCLUDE: NEEDS: STATED NEEDS: UNSTATED NEEDS: DELIGHT NEEDS:

EXTENSIVE VARIETY OF SIMILAR PRODUCTS:

HIGH-QUALITY PRODUCTS:

BETTER SALES SERVICE:

DISCOUNT SCHEMES AND SPECIAL OFFERS:

ATTRACTIVE

AMBIENCE

AND FACILITIES

FOR SHOPPING: AUTHENTICITY OF THE PRODUCTS:

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

CHAPTER# 2
Methodology & Questionnaire Design

METHODOLOGY OF THE THESIS


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

SAMPLE SIZE: In order to test the hypothesis accurately, a realistic and measurable sample size of 50 respondents is taken. 50 individuals (including men and women) are involved in the research that has filled the questionnaire. The individuals eligible for filling the questionnaire, who are minimum 18 years old, Probability sampling method used. Stratified probability sampling is the procedure of selecting sampling unit. Actual sampling unit: Students (Above 18). 50 males and 30 females Professionals. (25 & above) 10 men and 10 women

Company Objective:
Pakistan Dairy Products (Pvt.) ltd. wants to know the reason for low sales
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

of IGLOO ice cream as compared to other company brands.

Objectives
Management of Pakistan Dairy Products (Pvt.) ltd. should emphasis on following techniques to increase the sales of IGLOO ice cream. Pakistan Dairy Products (Pvt.) ltd should have to: Increase its advertisement through electronic and printing media. Make available its product on big and local super stores of different areas. Improve its taste and quality of product. Make new line product to compete other company brands. Set the price according to its product taste and quality.

Name : ______________________________

Location : ____________________________

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Professional : ________________________ Age :_________________________________

1. I always like to spend on igloo ice cream.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

2. IGLOO Satisfaction Scale is excellent.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

3. IGLOO ice cream needs advertisement for increasing its Business.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

4. Most of people do not like the pace of Igloo ice cream.

Agree Disagree
5.

Strongly Agree

Strongly Disagree

No Comments

Do you believe that IGLOO shall reposition its production, marketing as an ice cream for masses in urban areas including high income group?

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

6. Do you prefer IGLOO Ice Cream over Walls Ice Cream?

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

7. All flavors of IGLOO ice cream do not need equal promotion.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

8. IGLOO caters all sort of age group.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

9. IGLOO ice cream gives you energy.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

10. Economies instability of country also affects the sales of IGLOO.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

11. IGLOO is considered as a high quality and safe product.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

12. Is this true that its market growth rate is higher as compare to Walls?

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

13. Distribution network of IGLOO is quite good.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

14. IGLOO market shares are low.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

15. Availability of IGLOO is at low cost.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

16. Both upper and lower class people enjoy the IGLOO Ice Cream.

Agree Disagree
17.

Strongly Agree

Strongly Disagree

No Comments

Do you believe that IGLOO should improve the product packaging to make it more attractive for consumers?

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

18. They should set their price according to its product taste and quality.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

19. They should develop their new line product to compete with other brands.

Agree Disagree
20.

Strongly Agree

Strongly Disagree

No Comments

They should use different T.V channels for promotion like Star plus focused by Housewives, Nat Geo by Men & Nick by Children etc.

Agree Disagree
21.

Strongly Agree

Strongly Disagree

No Comments

Do you believe that IGLOO Ice Cream has lost its market share against the Walls because of its focus on lower income group and rural areas?

Agree Disagree
22.

Strongly Agree

Strongly Disagree

No Comments

Do you place the logo of IGLOO Ice Cream as the best logo amongst all ice cream logos?

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

23. Choco bar & Dino is very popular amongst children.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

24. Preference of IGLOO Ice Cream is high over other brands.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

25. It is the best quality Ice Cream in Pakistan.

Agree Disagree

Strongly Agree

Strongly Disagree

No Comments

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

CHAPTER# 3
Research Results & Analysis

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

RESEARCH RESULTS AND ANALYSIS


Following tables have been designed for each question in the questionnaire. The results that were found out are summarized and tabulated along with an in-depth analysis of each question after reviewing the results and data obtained.

1. I always like to spend on igloo ice cream.

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

2. IGLOO Satisfaction Scale is excellent. Agree Disagree Strongly Agree Strongly Disagree No Comments
OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

3. IGLOO ice cream needs advertisement for increasing its Business.

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

4. Most of people do not like the pace of Igloo ice cream.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

5.

Do you believe that IGLOO shall reposition its production, marketing as an ice cream for masses in urban areas including high income group?

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

6. Do you prefer IGLOO Ice Cream over Walls Ice Cream?


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

7. All flavors of IGLOO ice cream do not need equal promotion.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

8. IGLOO caters all sort of age group.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

9. Igloo ice cream gives you energy.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

10. Economies instability of country also affects the sales of IGLOO


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

11. IGLOO is considered as a high quality and safe product.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

12. Is this true that its market growth rate is higher as compare to Walls?
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

13. Distribution network of IGLOO is quite good.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

14. IGLOO market shares are low.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

15. Availability of IGLOO is at low cost.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

16. Both upper and lower class people enjoy the IGLOO Ice Cream.
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

17. Do you believe that IGLOO should improve the product packaging to make it more attractive for consumers?
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

18. They should set their price according to its product taste and quality.
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total

RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

19.

Agree No Comments 7% They should develop their new line product to compete with other brands. 4% Disagree Agree 18% Agree Disagree Strongly Agree Strongly Disagree Disagree No Comments

Strongly Agree Strongly Strongly Salman Rizvi PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Disagree Disagree Strongly Agree No Comments 52% 19% NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

ANALYSIS :

20. They should use different T.V channels for promotion like Star plus focused by Housewives, Nat Geo by Men & Nick by Children etc.

Agree Disagree Strongly Agree Strongly Disagree No Comments


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total

RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

21. Do you believe that IGLOO Ice Cream has lost its market share against the Walls because of its focus on lower income group and rural areas?
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

22. Do you place the logo of IGLOO Ice Cream as the best logo amongst all ice cream logos?
PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

23. Choco bar & Dino is very popular amongst children.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

24. Preference of IGLOO Ice Cream is high over other brands.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

25. It is the best quality Ice Cream in Pakistan.


PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

Agree Disagree Strongly Agree Strongly Disagree No Comments


OPTIONS Agree Disagree Strongly Agree Strongly Disagree No Comments Total RESPONSES 4 10 11 30 2 57
RESPONSES

PERCENTAGE 7% 18% 19% 53% 4% 100%

No Comments 4%

Agree 7% Disagree 18% Agree Disagree Strongly Agree Strongly Disagree Strongly Agree 19% No Comments

Strongly Disagree 52%

ANALYSIS :

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE

PAKISTAN DAIRY PRODUCTS (PVT). LIMITED IGLOO ICE CREAM


SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

CHAPTER# 4
CONCLUSION

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE