Advertisement Analysis (MKT-365)

8/13/2019 Advertisement Analysis (MKT-365)

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Welcome To The

Presentation


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Prepared For

Sayed Parvez Khan

Lecturer, School Of Business

University of Information Technology & Sciences

(UITS)


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IntroductionIgloo, one of the prime products of Abdul Monem Limited, isthe countrys most preferred ice cream. It is the pioneer icecream brand in Bangladesh, having started its operation in1964 in Chittagong.


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Strategy in marketing channelIgloo is managed by developing three levels of plans the short-

term, medium-term, and long-term plans.

LONG-TERM PLANS:

To become one of the market leaders in the ice-cream industry.

To gain goodwill.

To increase its business domestically and internationally.

To ensure long-term existence by being profitable and successful.

MEDIUM-TERM PLANS:

To provide the best services and highest quality products.

To respond effectively to the market demand.

To survive in the market by increasing profitability and growth.

Short Term Plans

To introduce a more innovative range of ice cream.

To maintain their current level of profitability and efficiency.

To import quality raw materials from abroad.

To keep stocks of raw material so as not to hamper production.


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Manufacturer

Dhakawarehouse

Chittagongwarehouse

Comillawarehouse

Khulnawarehouse

Rajshahiwarehouse

Zila

Agent

Zila

Agent

Zila

Agent

Zila

Agent

Zila

Agent

CustomerCustomerCustomer Customer Customer

Retailer Retailer Retailer Retailer Retailer

Igloo distribution channel


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positive

There are huge Varity of ice cream flavoravailable.

Igloo market share is highest ever in total.

Distribution system is profitable for intermediaryand customer.

They distribute their product zonal system thatcreates availability the product.

In city area they provide freezer for theirproduct.

They provide agent large number of freeze.

They distribute their product for their demand.


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Negative

Igloo area distribution system is very poor.

Customer do not found product everywhere.

Remote area people are not found there product.

For market toper they cannot give any promotionfor customer.

Customer demand they cannot fulfill.

Continuously they increase their product price.

For their distribution system remote area retailerdo not maintain product MRP (Maximum RetailPrice).


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ConclusionFrom an extensive marketing analysis of the ideas and marketing concepts atwork in the operation of Igloo, it is possible to obtain an insight to theessential marketing practices adopted by the company. Adherence to propermarketing strategies in terms of company objectives, paying heed to targetconsumers and potential and existing competitors, close relationship andliaison with distributors and suppliers ensure substantial market capitalizationas indicated by Igloos market share of 63% in the ice cream industry.Evidently by virtue of its unique product attributes, high quality, exquisite andmouth- watering varieties of ice creams, attractive and distinct packaging,Igloo has been able to ensure marketing excellence and enhance itscompetitiveness. Todays fiercely competitive environment compels Igloo to

pursue the right set of pricing strategies, policies for effective segmentationand targeting, market oriented structures of distribution and retailing, whichlies at the heart of the companys success. Moreover, with a view to achievingwide distribution network, it operates a system of RDS, DDS, and SDSmaintains depots and warehouses to achieve a relentless effort to maintain itssales and distribution flow enables the company to achieve its desired goals.

Documents

Advertisement Analysis (MKT-365)