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FINAL REPORT FOR PRINCIPLES OFMARKETING

Submitted To: Miss. Samra Shahzad

GROUP MEMBERS

SHOAIB RIZVI 10240

KANTESH KUMAR

SAMI BAIG

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Letter of Ac!o"#e$%e&e!t

May 13th, 2010

F'r(t )!$ fore&o(t* "e "o+#$ #'e to t,)!( ALMIGHT- ALLAH o! t,e co&.#et'o! of

t,'( re.ort/

e "o+#$ #'e to t,)! o+r te)c,er* Mr. mair !iafor ,'( ,e#. )!$ (+..ort ",'c,

,)( .ro'$e$ +( t,e '!(.'r)t'o! to .rocee$ "'t, t,e e!t+re "e ,)$ e!'('o!e$ )!$

,)( )(('(te$ +( '! eer f)cet of o+r e!$e)or(* "'t,o+t ,'( ,e#. )!$ %+'$)!ce* "e

"o+#$ !ot ,)e 3ee! )3#e to co&.#ete t,'( re.ort/ H'( te)c,'!% '( %+'$'!% #'%,t to +(/

L)(t 3+t !ot #e)(t* "e "o+#$ #'e to t,)! o+r fr'e!$( )!$ .)re!t( ",o '!(.'re$ +(

"'t, &)! '$e)( )## t,ro+%,o+t t,'( re.ort/

T"ANK #O

GROP MEM$ERS

S"OAI$ RI!%I

SAMI $AIG

KANTES" KMAR

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E&e'uti(e Summar)

Mo(e*+i', Ice Cre)& '( ) 3r)!$ of 'ce cre)& of S"'(( or'%'! .ro$+ce$ 3

t,e Ne(t#e Cor.or)t'o!/ I! A.r'# 200* Ne(t#5 3o+%,t t,e '!ter!)t'o!)# r'%,t( for

Moe!.'c 'ce cre)&* )!$ )! '!$e.e!$e!t 3+('!e(( +!'t c)##e$ S"'(( Pre&'+& Ice

Cre)& ")( cre)te$/ Or'%'!)##* '! t,e 1670(* Moe!.'c 'ce cre)& ")( .ro$+ce$ for

re(t)+r)!t ()#e( o!#/ T,e .#)!t '! B+r('!o( ")( 3+'#t '! 1682* ,o"eer .ro$+ct'o!

,)( !o" 3ee! (,'fte$ to ) #)r%er (t)te of t,e )rt +!'t '! Ror(c,)c,/ Moe!.'c9( 'ce

cre)& ,)( ) :!o )rt';c')# )$$'t'e(: .o#'c/

G)(tro!o& ")( )#")( o+r %+'$'!% .)(('o! )( o+ ,)e (ee! for& t,e e)r# $)(

of Moe!.'c 'ce cre)&/ -o+ c)! (ee t,e .)(('o! '! t,e

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PRINCIPLES OF MARKETING

CURRENT MARKTING SITUATION

Moe!.'c Ice cre)& '( )&o!%(t t,e &o(t (o.,'(t'c)te$ )!$ e=.e!('e Ice@cre)& '! P)'(t)!/ T,e Ice cre)& &)ret '! P)'(t)! '(

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/oung *dults #2030%

ender oys irls

eligion *ll

ace *ll

PSYCHOGRAPHIC

ocial class u""er middle class, ich

Li(estyle ocial and "lay(ul

Personality Modern, young, creati4e, rich etc

BEHAVIORAL

5ccasions egular occasions *nd "ecial 5ccasions

ene(its 6uality, Con4enience and -aste

eadiness stage *!are, in(ormed and &esirous

*ttitude to!ards "roduct Positi4e and 7nthusiastic

Loyalty tatus trong and *bsolute

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BCG MATRIX

+rodu't -ie ')'-e:

T,e &)ret of or#$ '( '! t,e %ro"t, (t)%e )( 't( eco!o& '( %ro"'!% (te)$'#/

Peo.#e )re 3etter o t,)! 3efore/ Ice cre)& '( ) !o!@(t).#e foo$ ",'c, '( co!('$ere$

) #+=+r )!$ t,+( "'t, ) %ro"'!% eco!o& t,e $e&)!$ for 'ce cre)& '( )#(o

%ro"'!%/ T,e ()#e( )re '!cre)('!% (te)$'#/

Mo(e*+i', i'e 'ream i* /ro0th sta/e

Moe!.'c '( '! 't( %ro"t, (t)%e 3ec)+(e of '!cre)(e$ co&.et't'o! fro& ot,er

'ce cre)& 3r)!$(/ I!cre)(e$ co&.et't'o! '( forc'!% &oe!.'c to co!(t)!t# )$$

)r'et to t,e'r >)or/ T,e )re )#(o co!(t)!t# '!cre)('!% t,e

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PRINCIPLES OF MARKETING

Com+etiti(e o(er(ie0

2a--3s'( ) U!'te$ K'!%$o&@or'%'!)te$ foo$ 3r)!$* coer'!% 3ot, &e)t .ro$+ct(

)!$ 'ce cre)&* o"!e$ 3 U!'#eer/ Fo+!$e$ '! Lo!$o! '! 187 3 3+tc,er Tere!ce

B)!)r$* 't ")( )c)ore$ "'t, fre(, fr+'t .+ree(* coco) )!$or !+t .)(te(/ If ot,er'!%re$'e!t( (+c, )( c,oco#)te >)e(* !+t(* (&)## co!fect'o!(* coo'e(* or 3'(c+'t( )re)$$e$* t,e )re )$$e$ )fter t,e %e#)to '( froe!/ Ge#)to &)$e "'t, fre(, fr+'t*(+%)r* )!$ ")ter )!$ "'t,o+t $)'r '!%re$'e!t( '( (or3et/

T,e "ot S+ot'( )! o+t f)(,'o!e$ o+t#et (+rro+!$e$ "'t, P)'(t)!' t'!( )!$ .o(ter(

%''!% 't ) ;#&' 3)c%ro+!$9 "'t, P+!)3' ;#& c,)r)cter* t't#e( )!$ #'!e( )#o!% "'t,

oe( )!$ ,orror '&)%e( ,)!%'!% o! t,e ")##* t,e &)'! .+r.o(e )!$ for ",)t Hot

S.ot '( f)&o+( for '( 't( 'ce cre)&

I%#oo Ice Cre)&* '( t,e .'o!eer 'ce cre)& &)!+f)ct+rer '! P)'(t)!

o.er)t'!% ('!ce 1684/ A( ) !)t'o! "'$e .re&'+& 'ce cre)& &)!+f)ct+rer* o+r

e&.,)('( ,)( )#")( 3ee! o! .ro'$'!% co!(+&er( "'t,

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PRINCIPLES OF MARKETING

K)r)c,'* ,o"eer 't( $'(tr'3+t'o! !et"or coer( ) )(t )re) of S'!$, )!$

B)#oc,'(t)!/

S2OT ANAL#SIS

Strengths

It is a (er) stro*/ bra*dso4 'o*sumers o--o0bra*d -o)a-t).

1edi'ated a*d rie*d-) sta5

Geo/ra+hi'a- Lo'atio* 6atdi5ere*t -o'atio*s7

#ou*/ a*d Passio*ateMa*a/eme*t

%ariet) o 8a(ours'om+ared to other bra*ds

Weaknesses

E&+e*si(e 'om+ared toother bra*ds

Limited Resour'es

Limited Se/me*t

Opportunities

E&+a*di*/ i*to *e0/eo/ra+hi' mar,ets9more'ou*tries

E&+a*di*/ the +rodu't -i*e

Threats

Po-iti'a- Co*ditio*s o the'ou*tr)

Com+etitors -i,e /e-atoa5air4 dair) uee* et'

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PRINCIPLES OF MARKETING

MARKETING STRATEG#

PRO1CT STRATEG#

Moe!.'c '( ) t)!%'3#e )!$ (.ec')#t .ro$+ct "'t, +!'

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PRINCIPLES OF MARKETING

$e.)rt&e!t ",ere )! ect 't( (t)!$)r$/

COMPANY

COMPANY DISTRIBUTOR

RETAILER

CONSUMER

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A$ert'('!% '( t,e &)'! (o+rce of co&&+!'c)t'o! (tr)te% 3 &oe!.'c/ A.)rt fro&

)$ert'('!%* t,ere '( ) (&)## (c)#e of co&&+!'c)t'o! t,ro+%, I!ter!et tec,!o#o%

)!$ ee! t,ro+%, &)%)'!e(/

MARKETING RESEARCH

Moe!.'c co!(t)!t# $oe( $e(cr'.t'e re(e)rc, of 't( .ro$+ct t,)t 3e!e;t( 't(

t)r%et &)ret )!$ eect'e (e%&e!t)t'o!/ Fee$3)c( )re %)'!e$ fro& co!(+&er(

t,)t '('t t,e o+t#et t,ro+%, (+re( )!$

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PRINCIPLES OF MARKETING

For t,e fo+rt, co!(ec+t'e e)r Moe!.'c "'## (.o!(or t,e 6 t,I!ter!)t'o!)# S,o"

+&.'!% co&.et't'o! ",'c, "'## t)e .#)ce '! B)rce#o!) fro& 18t,to 20t,Se.te&3er/

1a(ido5 S0iss I*doors

Fro& 1/11/2011 to /12/2011 t,e D)'$o S"'(( I!$oor( "'## 3e .re(e!t'!% o!ce

)%)'! "or#$ c#)(( te!!'( )( .)rt of t,e ATP ORLD TOUR J00/ A%)'! t,'( e)r

Moe!.'c (+..ort( t,'( te!!'( to+r!)&e!t )( ) .)rt!er )!$ (t)!$( 3 't/

CONTROLS

Moe!.'c .#)!( t'%,t co!tro# &e)(+re( to c#o(e# &o!'tor t,e >0

0213?+30.00

http://www.moevenpick-icecream.com/http://www.moevenpick-icecream.com/http://www.moevenpick-icecream.com/http://www.moevenpick-icecream.com/http://www.moevenpick-icecream.com/http://www.restaurantdiningcritiques.com/international/movenpick-ice-cream-a-global-brand/http://www.restaurantdiningcritiques.com/international/movenpick-ice-cream-a-global-brand/http://www.paktive.com/Movenpick_387SC01.htmlhttp://www.paktive.com/Movenpick_387SC01.htmlhttp://www.paktive.com/Movenpick_387SC01.htmlhttp://www.paktive.com/Movenpick_387SC01.htmlhttp://www.moevenpick-icecream.com/http://www.restaurantdiningcritiques.com/international/movenpick-ice-cream-a-global-brand/http://www.restaurantdiningcritiques.com/international/movenpick-ice-cream-a-global-brand/http://www.paktive.com/Movenpick_387SC01.html

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PRINCIPLES OF MARKETING

WORK DIVISION

SAMI

E=ec+t'e S+&&)r

C+rre!t M)ret'!% S't+)t'o!Co&.et'tor( Re'e"

Act'o! Pro%r)&(

SHOAIB

C+rre!t M)ret'!% S't+)t'o! M)ret De(cr'.t'o!

C+rre!t M)ret'!% S't+)t'o! Se%&e!t)t'o!

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C+rre!t M)ret'!% S't+)t'o! Pro$+ct #'fe Cc#e

SOT A!)#('(

M)ret'!% Str)te% M)ret'!% Re(e)rc,

Co!tro#(

KANTESH

C+rre!t M)ret'!% S't+)t'o! BCG M)tr'=

M)ret'!% Str)te% Pro$+ct Str)te%

M)ret'!% Str)te% Pr'c'!% Str)te%

M)ret'!% Str)te% Po('t'o!'!%

M)ret'!% Str)te% Pro&ot'o!

M)ret'!% Str)te% D'(tr'3+t'o! Str)te%

M)ret'!% Str)te% M)ret'!% Co&&+!'c)t'o! Str)te%