Welcome to our presentation

Group Members

Md. Nazmul Hasan ID: 2010-1-13-038Shahadat Hossain ID: 2010-1-10-045Raisul Islam ID: 2010-1-10-105Mostofa Kamal ID: 2010-2-10-381

Rashedul Amin ID: 2010-2-10-134

Presented by ‘The Creative Fellows’

Marketing Practice on Polar

History and Background of Polar

Name of companyEstablish timeArea and allocationCapital of the companyBoard of directorsNumber of executiveBusiness sectorWorking zoneVisionMissionObjectiveTheme of polar

Products of polar

Ripple ice cream Family pack cake ice cream cone cup Vanilla and strawberry Fresh Candy Orange Lemon Chockbar Chocobar Yummy Box pack Box pack large

Market Share

The competition is pretty stiff in the ice cream

market but polar still leads with an approx.

share of 20%, Igloo has approx. 60% market

share, followed by Kwality at around 15%

market share, while Milk Vita and Savoy

manages the rest.

Igloo

Polar

Kwality

Milk vita andother

Market BCG growth share matrix

Star Cone, Chockbar

Question mark Cake Ice-cream, cup, Family pack

Cash cow Orange, Lemon, Yummy

Dog Box pack, Box pack large, Candy

S.W.O.T analysisStrengths

Weakness

Opportunities

Threats

Competitor analysis

Abdul Monem Limited (Amomilk)Bangladesh Milk Producers Co-Operative Union

Ltd. (Milk Vita)Dhaka Ice Cream Industries Ltd.Emon Ice & Cold Storage LtdKuliarchar Cold Storage Ltd.Rainbow Ice CreamSavoy Ice Cream (Senakalyan Sangstha)PolarKwalityMany other local company

Customer Analysis

Market size

Customer segmentation

Value Drivers

Analysis of the Marketing Strategies

Segmentation

Targeting

Positioning

Positioning Statement

Segmentation and Targeting Segmentation:

Demographic segmentation Consist of occupation and income Very cheap and tasty

• Targeting:

Ice cream lover Middle class income people

Positioning and Positioning Statement

Positioning:

By different taste Creamy inner layer and chocolate flavor Chocolaty smell and give pleasure

Positioning Statement:

To the ice-cream lovers who want the different taste and to see the variety of ice-cream, Cone is such a new brand that is totally new and rejoice the ice-cream lovers by its new chocolate flavor.

RecommendationDeveloping marketing StrategyFavourable customer channelAdvertise should be livelierProtective packagingMaximum selling minimum margin

Conclusion