Igloo is one of the most popular producers of ice-cream in
Bangladesh which was voted to be the No. 1 Ice cream Brand by the Brand Forum
of Bangladesh in 2013. The company is owned by Abdul Monem Limited and it
started its journey in 1964 in Chittagong.
Through their tagline "The World Of Great Taste" Igloo focuses mainly on the taste and quality of the products that they provide. They source their ingredients and packaging materials from Europe and undergo continuous R&D to provide quality product and unique flavors to their customers. Igloo provides around fifty different items in total, selling more unique flavors than any other brands in the industry. Igloo products are readily available in almost all supermarkets, hypermarkets and around more than 20,000 retail stores.
Through their tagline "The World Of Great Taste" Igloo focuses mainly on the taste and quality of the products that they provide. They source their ingredients and packaging materials from Europe and undergo continuous R&D to provide quality product and unique flavors to their customers. Igloo provides around fifty different items in total, selling more unique flavors than any other brands in the industry. Igloo products are readily available in almost all supermarkets, hypermarkets and around more than 20,000 retail stores.
TARGET MARKET PROFILE OF IGLOO:
Geographic
Segmentation
|
City: All cities in
Bangladesh
Area: Rural, Urban
Areas
|
Demographic
Segmentation
|
Age: 4-40 years
Religion: All
Education: Educated,
Uneducated
Gender: All
Income: Greater
than Tk.7000
Occupation: Students,
Corporate people
|
Psychographic/
Behavioral Segmentation
|
Attitude: Positive Attitude, Enthusiastic
Benefits: Convenience, Positive Feelings, Innovative
Lifestyle: Extrovert
Usage Rate: Daily
& Weekly usage
Social Class: Lower,
Middleclass, Upper class
|
COMPETITORS AND NATURE OF COMPETITION:
Igloo does not
only immerse itself into providing quality but they also, consider their
competitors' actions in terms of maintaining quality, affordability and
serviceability. The competitive frames of reference for Igloo are:
Direct
competitors: Polar,
Kwality, etc
Indirect
Competitors: Ice-cream parlors such as Baskin Robbins, Movenpick, Club Gelato, etc
PODS/PODS:
POP
|
POD
|
·
Producer of Ice-cream
·
Attractive packaging
·
Provide unique favors
|
·
Provide ice-creams with international
standards
·
Maintain health standards
·
High quality
·
Market leader
·
Provide lactose intolerant ice-creams
|
Recommendation:
Igloo should focus more on PR activities and CSR activities in order to create a unique association in the minds of their target customers which would also help them stand out among it's major competitors.
References:
1. Saleem, M.Y.(n.d). Retrieved from http://www.scribd.com/doc/21030816/Igloo-Report#scribd
2. Report on Igloo ice-cream, (n.d). Retrieved from http://www.assignmentpoint.com/
3. Abdul Monem Ltd. (n.d). Retrieved from http://www.amlbd.com/ice-cream-unit/igloo/
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