Yummy Project

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    NATIONAL TEXTILE UNIVERSITY

    DEPARTMENT OF MANAGEMENT SCIENCES

    SUBMITTED TO:

    MR. FAROOQ JAMAL

    SUBMITTED BY:

    NAME REG #. SIGNATURES

    HASSAN YAQOOB (10-NTU-5026) __________________

    M. BADAR SHAHAB (10-NTU-5241) __________________

    M. ALI ANJUM (10-NTU-5026) __________________

    ABAID-UR-REHMAN (10-NTU-5026) __________________

    MUHAMMAD MATEEN (10-NTU-5026) __________________

    MBA 2NDSEMESTER SECTION A

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    DATED: 28-06-2011

    This Project Is Submitted

    In Partial Fulfillment Of

    Requirements For The

    Repositioning Of Yummy

    Ice Cream Company.

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    In the name of ALLAH, the most beneficent, the most merciful.

    Its the body of ALLAH that we breathing on this earth despite of our

    thousands of sins and mistakes.

    We do 100 good things.

    Nobody remember!

    We do 1 thing wrong.

    Nobody forgets!

    Its ALLAH, who gives, gives & forgives

    Its human, who gets, gets & forgets

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    Two people see from the same window, one saw moon and other saw mud.

    We are very thankful to ALLMIGHTY ALLAH who gives us so much

    courage and bless.

    To our loving parents whose prayers make us to complete this project.

    To our Guide and Instructor who have given us the knowledge and help

    in preparation and designing of this project.

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    All praise to ALMIGHTY ALLAH omnipotent and omniscient and the

    HOLY PROPHET MUHAMMAD (PBUH) who is the beacon light for

    mankind forever.

    We are very thankful to ALLMIGHTY ALLAH and our respected

    Instructor Mr. Farooq Jamal who gives us so much learning, not only in

    the related subject but also helps us in the other subjects too. We think

    that our research work would not be possible without the help and

    guidance of our respected Instructor Mr. Farooq Jamal.

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    Table of Contents

    CURRENT MARKET SEGMENTATION ....................................................... 1

    1. Geographic segmentation ............................................................ 1

    2. Demographic Segmentation ......................................................... 2

    Age Groups ......................................................................................... 3

    Kids ................................................................................................. 3

    Teenagers ........................................................................................ 4

    Adults .............................................................................................. 4

    Gender Segmentation ......................................................................... 4

    Income Segmentation ......................................................................... 5

    3. Psychographic Segmentation ....................................................... 5

    4. Behavioral Segmentation ............................................................. 6

    COMPANY NAME .................................................................................... 7

    Yummy Ice Cream Company ................................................................... 7

    Departments of the Company ............................................................. 7

    PRODUCT REVIEW ................................................................................... 8

    Packaging ............................................................................................ 8

    CORE BENEFITS ..................................................................................... 12

    INGREDIENTS ........................................................................................ 12

    PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM) ................... 13

    PRODUCT LIFE CYCLE ............................................................................ 15

    COMPETITOR REVIEW ........................................................................... 16

    OUR KEY COMPETITORS ........................................................................ 16

    COMPETITOR`S PROFILE ....................................................................... 17

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    DISTRIBUTION REVIEW ......................................................................... 18

    MARKETING CHANNELS ........................................................................ 19

    CHANNEL LEVELS .................................................................................. 24

    DISTRIBUTION SITUATION ..................................................................... 24

    WAREHOUSING ..................................................................................... 25

    SWOT ANALYSIS .................................................................................... 25

    Strengths: .......................................................................................... 25

    Weaknesses: ..................................................................................... 26

    Opportunities: ................................................................................... 26

    Threats: ............................................................................................. 26

    Suggestions for Weaknesses and Threats: ........................................ 27

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    CURRENT MARKET SEGMENTATION

    Current marketing segmentation of Yummy Ice Cream is as under:

    1. Geographic Segmentation

    2. Demographic Segmentation

    3. Psychographic Segmentation

    4. Behavioral Segmentation

    1.Geographic segmentationIn geographic segmentation the company divided the each city into

    different segments according to Areas, States, Regions, and Markets.

    Yummy Ice Cream is targeting as geographic segmentation of the

    Pakistan. We are targeting now the main cities of provinces as:

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    Capital Territory (Islamabad)

    Punjab (Lahore, Faisalabad, Multan)

    Sindh (Karachi, Hyderabad)

    NWFP (Peshawar)Baluchistan (Quetta)

    Target Segments Geographical

    2. Demographic SegmentationIn Demographic segmentation we will divide people according to their

    ages and life cycle. We will divide our customers regarding their ages as

    children, teenagers, twenty plus, thirty plus, and so on more than fifty

    years old.

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    But when we think about the children, they are more interested to eat

    ice cream of different flavors.

    Age Groups

    Target Segment Age Group

    Kids

    Kids normally do not have a great know-how of the taste rather theyare psychologically attracted towards the product. They are not

    concerned with the taste of ice cream they just want the ice cream. As

    they are dependent and cannot spend money themselves, so their

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    parents mostly just provide them with an economical ice cream, not

    any specialized ice cream as it is not demanded.

    Teenagers

    Teenagers dont have any specific taste and preferences. New products

    and new ideas always attract them. But they are limited about the

    products generally and they have to maintain their expenditures as

    well.

    Adults

    Adults mostly prefer the quality products, which not only fulfill their

    tastes and preferences requirements but also reflect their personality.The adults are normally ready to pay for products which fulfill their

    physical and psychological needs because they are the income

    generators.

    Gender Segmentation

    We need not to make the search on gender segmentation because

    Yummy Ice Cream is for both male and female.

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    Income Segmentation

    We can easily make the division according to the income of people.

    Through the income segmentation, we can divide the people into

    different levels of groups regarding their income on monthly bases.

    High Income Group Less Target Segment

    Middle Income Group Target Segment

    Small Income Group Less Target Segment

    3.Psychographic Segmentation

    The psychographic segmenting is done on the basis of the taste and

    health conscious consumer. Yummy is targeted its market by creating

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    an image of high quality and hygienic products. Yummy was for

    anyone, anywhere and at anytime.

    4.Behavioral Segmentation

    Behavioral segmentation divides buyers into groups, based on their

    Knowledge, Attitude, Uses, or Responses about the products. We also

    believe like many marketers that behavior variables are the beststarting point for building the best market segmentation.

    To make the best marketing structure we can set a reasonable price

    which is suitable for all types of social classes in Pakistan.

    By using focus strategies in which they just target the segment of

    sufficient size, not crucial to success of major competitors and they are

    not attempting to specialize in the same target segment.

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