2015

TABLE OF CONTENTS

TOPIC

PAGE

1) Letter of Acknowledgement2
2) Memorandum of Transmittal...3
3) Executive Summary.4
4) Introduction..5
5) SWOT Analysis7
6) Perceptual Mapping.8
7) Perception of Yummy..9
8) Reasons for Failure.10
9) Market Research.11
10) Research Findings...13
11) Research Questions.19
12) How to Re-launch Yummy.25
13) Re Positioning Strategy 26
14) Re Launch Strategy.27
15) Communication Strategy.28
16) Motivation....31
17) Attitude.33
18) Dual Mediation Model.....35
19) Bibliography.36
20) Appendix..37-41

LETTER OF ACKNOWLEDGEMENT

March 18th, 2015

Dear Readers,
We would first like to thank Almighty Allah for giving us the strength and endowing us with the
privilege of completing the Consumer behavior report on the topic Failure & Remarketing of
Yummy Ice cream
We are also very thankful to our teacher and mentor Fareen Razzak who gave us the opportunity
to work on this report and provide us guidance throughout our semester. Without her support,
encouragement and guidance we could not have successfully achieved our task.
Our sincere thanks also extend to all those other personalities who guided us during the report.
Without their valuable time and support, we wouldnt have been able to complete our report.
We would also like to thank our family, friends and class fellows who provided us the guidance
and helped us to finally come up with this report. We will seek your continuous assistance and
support in future.

Sincerely,
Ahmed Faizan
Shahzad Shiraz
Zoya Hafeez
Sehar Salim

MEMORANDUM OF TRANSMITTAL

DATE: March 18th 2015

TO:

Mrs. Fareen Razzak

Visiting Faculty
Institute of Business Management
Karachi

FROM: Mr. Ahmed Faizan

Ms. Shahzad Shiraz
Ms. Zoya Hafeez
Ms. Sehar Salim

SUBJECT:

REPORT SUBMISSION FOR CONSUMER BEHAVIOUR

We are submitting a report on Failure & Remarketing of Yummy Ice cream for the course of
Consumer Behavior. The report includes the re-launch marketing strategy with proper market
research regarding the product Yummy (Whole Milk Ice cream).
During this report, we have learnt how to communicate with different sorts of people from
different walks of life and we also learnt how an effective report can be prepared. Overall, it was
a healthy learning experience for all of us. We would like to thank all the people who have
contributed in our report and provided their feedback on questionnaires. We are highly indebted
to our teacher Mrs.Fareen Razzak for providing us this opportunity and support during the
journey of preparing this report.

EXECUTIVE SUMMARY

CONSUMERS TODAY ARE SMARTER , EDUCATED AND WELL EQUIPPED TO MAKE SOUND
CONSUMPTION CHOICES WHICH THEY FEEL SERVES THEIR BEST INTEREST.

THE FMCGS MARKET

HAS ALSO BEEN WITNESSING A CHANGE IN TERMS OF NEW AND IMPROVED , INNOVATIVE ,
CREATIVE, WITTY AND HUMOROUS MARKETING CAMPAIGNS AND STRATEGIES TO ATTRACT THE

NEW-AGE CONSUMER.
OUR REPORT FOCUSES ON ONE SUCH ICE CREAM MANAFACTURING BRAND

WHICH WAS ONCE A

LEADER IN MARKET AS PER ITS MARKET SHARE BUT WITH THE LAUNCH FOR RIVAL BRANDS IT
FADED RAPIDLY IN RECENT PAST AS THE SMART CONSUMER OF TODAY WHO MAKES
INTELLIGENT CHOICES BECAUSE THEY ARE WELL -READ, AWARE AND CONSCIOUS OF WHAT
THEY CONSUME .

YUMMY

THE PRODUCT IS Y UMMY (WHOLE MILK ICE CREAM.

WAS AN ICE CREAM ( PREMUIM/ FULL CREAM ) MADE OUT OF FRESH

M ILK AND IT

AIMED TO EMPHASIZE ON ITS NATURAL GOODNESS WITH NO ARTIFICIAL LACTOSE/VEGETABLE

FAT UNLIKE ITS RIVAL POLKA ,W ALLS AND IGLOO (WHO ARE ICECREAM THAT IS MADE UP OF
LACTIN FATS

), ALONG WITH THE LOW CALORIE COUNT ASSOCIATED WITH THE PRODUCT.

HOWEVER, THE SWEET TREAT SLOWLY PHASED OUT OF THE MARKET FOR MULTIPLE REASONS
WHICH ARE OUTLINED IN THE

MARKET RESEARCH COVERED FOR THE PURPOSE OF ANALYZING

WHY THE PRODUCT MET WITH A GRADUAL DECLINE THROUGH A QUESTIONNAIRE .

IN ADDITION TO THAT, THE REPORT ALSO COVERS A RE-LAUNCH STRATEGY WHICH IS BASED ON
INPUT GATHERED FROM FINDINGS OF QUALITATIVE RESEARCH CONDUCTED BY THE GROUP
MEMBERS BY MEANS OF FOCUS GROUP STUDIES .
ALONG WITH THE

MOREOVER, THE ENTIRE MARKETING PLAN

MARKETING M IX, THE DIFFERENT STAGES OF RE-LAUNCH PHASES AND THE

MOTIVATION AND ATTITUDE TOWARDS CONSUMING THE RE - LAUNCHED PRODUCT IS COVERED

IN DETAIL .

Introduction:

YUMMY ICE CREAMS

In 1981 an army officer Mr. HAMID NAWAZ formed ice cream factory named as yummy ice
cream after that in 1986 salesman Mr.ljaz Ahmed purchased ice cream manufacturer yummy ice
cream (pvt) ltd from Mr. HAMID NAWAZ who was the first owner of this company
At that time polka was the main competitor of yummy ice cream and after that in 1999 polka ice
cream Company merged in WALL'S. In
1995, UNILEVER entered in Pakistan with Ice Cream Company namely Walls ice cream were
intended to compete with other competitors. In 1991, the company began introducing a variety
of additional flavor variations that were intended to compete with other competitors

DEPARTMENTS OF THE COMPANY

Department of Finance
Department of Accounts
Department of Administration / Human Resources
Department of Marketing and Sales
Department of Research& Development / Food Technology
Shipping Department
Engineering Department

INGREDIENTS

Ice cream is made from ice (water), milk, butter, fat sugar, milk powder,
glucose stabilizers, food grad color, artificial flavors, emulsifier, and natural
flavors & colors. All of these ingredients are necessary for you in your diet to
lead an active lifestyle. From these ingredients you get protein that helps to build
body tissues, carbohydrates and fats which give you energy and essential vitamins
and minerals like calcium that help to strengthen bones and teeth.

COMPETITOR REVIEW
Hico Ice Cream was the first ice company in Pakistan. The brand Hico is well established since
1958. Hico has a fully automatic Ice Cream manufacturing facility, and has a production capacity
of producing more than 4.5 million-litter dairy lee cream a year. It is marketed in major cities of
Punjab. Today, the brand Hico is considered being the favorite in its hometown Lahore.
Omore in Year 2009, Engro Foods limited launched his ice cream with the brand name
"Omore". Omore is dairy ice cream and manufactured at Sahiwal.
Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams.
This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc. Its
production capacity Is 30 million Iltres per annum.

MARKET
At currently is operating in Punjab, NWFP and AZAD Kashmir region, in Sindh its only
presence is in Karachi and haiderabad. Its sale contribution is Rs 3000,000 per day average in
summer season.

SWOT ANALYSIS
A tool that identifies the Strengths, Weaknesses, Opportunities and Threats of an organization.
Specifically, SWOT is a basic, straightforward model that assesses what an organization can and
cannot do as well as its potential opportunities and threats.
SWOT Analysis of Yummy
Strengths:

Weakness:

Belongs to Yummy Ice Cream

Manufacturers- a trusted name when it
comes to FMCGs
History of quality products delivered
by the group from 60`s.
made from fresh Milk and Fruits,
natural ingredients, no artificial food
or colors
Low calorie and less than 60 calories
attracts weight conscious people.
Also
exported
internationally.

Opportunities:

Failed to attract a greater group of

people
No family packs available like Carte
dor and others.
Relatively
pricier
than
other
competing Non Milk Ice creams.
Not a wide variety of flavors
Weak Advertisement Strategy.

Threats:

Can extend the target audience by

including children as well
Can introduce more flavors such as
tangerine, lychee and Avacardo which
are always a favorite with people,
especially during summers.
Enough space available for launching
healthy and nutritious products

Vulnerable to reactive marketing by

competitors
Biggest threat is from Omore ice
creams, especially Lick-a-flavor
which offers 3 flavors in one Cream
Bar.
Competitors aggressive marketing
and promotion
Local Ice cream sellers.

PERCEPTUAL MAPING
A Perceptual Map is one of the visual techniques designed to show how the average target
market consumer understands the positioning of the competing products in the market place. In
other words, it is a tool that attempts to map the consumers perception and understandings in a
diagram.

High quality

Movenpick
Carte Dor

Hagen-Daz

Magnum
Lick-a-Flavor
Yummy

Low price

Cornetto

HICO
Jet Sport

Low quality

High price

PERCEPTION OF YUMMY
Yummy was launched in 60`s and was gaining acceptance by people who were weight and
health conscious as that was the primary target audience. With summers approaching, it was the
ideal time to launch an Ice cream that beats the heat of the summers without making consumers
feel guilty for indulging in their sweet cravings.
Yummy Fruit flavors claimed to be healthy and tasty at the same time as it not only marketed
heavily on the less than 60 calories point of differentiation that no other ice cream offered.
Another notion associated with ice creams, to be precise, with ice creams in particular was that
although they were not lactose fat based and they were premium frozen treats; they still had high
sugar content. Yummy also heavily promoted the fact that it was made out of fresh Milk and had
no artificial colors or flavors. This was also a highly convincing point for the consumers who
opted for a healthy consumption choice even if it was something as minimally important as Ice
creams.
We conducted a survey to find out the perception of people regarding Yummy in various aspects
such as:

Price
Variety of flavors
Packaging
Distribution and availability of the product
The creamy texture, etc.

The graphical representation that follows in the next section clearly indicate that the people are
aware of Yummy and that they have previously consumed. Another interesting factor is that
majority respondents were attracted by flagship brand of Yummy and they trusted to give the
product a try because of the trust and bond that was already developed because of its underlying
image and promise to deliver a quality product every time.
The next factor to follow in line after being a Yummy Product is that consumers opted for
Yummy due to its advertisement which heavily marketed on the tag line of Yummy mean Milk
Ice Cream along with the its made from real milk which made it all the more appealing to
weight and health conscious consumers. In addition to that, they also decided to include youth
icons such as Ayesha Omar and Naveen who projected an epitome of fitness and health. The
consumer was therefore more inclined towards consuming this product due to the association
that was developed within their minds when they paired such young and physically fit youth
icons making such consumption choices when it came to indulging in sweet treats.

REASONS FOR FAILURE

Whenever a product fails it is either because it fails to deliver the promise that the manufacturers
had initially claimed or because they create such a hype through marketing campaigns and
advertisements that the product does not live up to its expectations. After conducting a survey
through questionnaire we were able to unearth the following results:

Yummy failed because the hype created by marketing campaigns and lack of proper distribution
or quality of the product were not the underlying factors due to which the product slowly phased
out of the market. The two most prominent reasons were price and variety.

Humans are social creatures who in this capitalistic society are in constant need of change and
they want the best value for their money. Unfortunately, Yummy failed to deliver on these two
ends. When questioned, majority of the respondents believed that Yummy was overpriced at
Rs.200/litre- to begin with. But then again it was a high quality product which was meant to suit
the taste pallet of those who were looking to indulge in the all natural fruity goodness of a
sweet treat with any artificial flavors or colors.

Next in line to follow was the factor of the variety of flavors offered. Initially Yummy marketed
many flavors and after sometime they discontinued the red grape flavor and replace it with a
lychee flavor for a short period and then withdrew it from the market. With time consumers
wanted different flavors because those who were consuming wanted a variety to choose from so
they feel theyre getting value for money by the amount of choice thats being offered. However,
it failed to deliver on this part as well and consumers slowly reduced their consumption of
Yummy.

10

MARKET RESEARCH

Market research is the timely, systematic and objective process of generating information with in
resource constraints for aid in making less risky decisions.

Research Objective:
Research objective means what is the objective of conducting the research. The research
objective should be focused, clearly communicated, relevant, well thought out written statement.
Our research objective was:

To know what was the reason behind the failure of product yummy whole milk ice
cream.
To know what should be the re-launch marketing strategy of product Yummy.

Hypothesis:
H1: 15% of the general public believes that price of product Yummy is very high.
Ho: 15% of the general public believes that price of product Yummy is reasonable.
AND
H1: 10% of the general public believes that lack of flavors was the reason behind the failure of
product Yummy
Ho: 10% of the general public believes that lack of flavors was not the reason behind the failure
of product Yummy

Quantitative Research:
Quantitative research is conducted where the purpose of research is to find out how many target
customers, who use a particular product, how frequently they use it. It comes from positivisms
paradigm. Following are the methods in quantitative research.

Questionnaires.
Observation.
Experimentation.
Surveys.

11

For our research purposes we have used questionnaire method from quantitative research
category. 40 questionnaires were given to respondents in order to express their views relating to
product Yummy.

Qualitative Research:
Qualitative research is conducted, if the purpose is to get new ideas such as positioning, product
extension, and promotional campaigns and examine consumer attitudes. It comes mostly from
interpretivism paradigm. Following are the methods in qualitative research.

Indepth Interviews.

Focus group.

Projective techniques.

Metaphor analysis.

Online focus group.

For our research purposes we have used focus group method from qualitative research category.
Two focus groups were conducted.

12

RESEARCH FINDINGS
Most participants felt Rs.150-180/litre or Rs. 1518/Ice cream bar is a reasonable price.

65% of participants felt high price was the reason

of product failure.

Mango flavor was the most popular flavor.

30% participants agreed new flavors should be

introduced.

60% Favored
Pineapple.

20% of participants were in fact unaware of the

name &and had to be given cues to recall the
brand.

The participants said that the product was not

readily available in the market or their favorite
flavors were discontinued.

Since Premuim/whole Milk Ice cream

consumption & interest is declining our
advertising efforts should also be towards
category development.

Many agreed they like to cool off during office hours with an ice-cream (no attractive
options available for whole milk /real ice cream).

Students (working part-time) confessed they either

consumed ice-cream on campus with friends or
with family.

60% of participants agreed it is a seasonal product

(they consume it in summers only).

23% of participants said they consume Ice creams

once a month or less, 15% said they do not buy Ice
cream bars at all.

Watermelon,

40%

13

favored

Demographics:

AGE
18 - 22

15% 17%

23 - 27

15%
28%

28 - 32

25%

33 - 38
39 +

1. Out of 40 respondents, 55% (i.e. 22 respondents) were female and remaining 45% i.e. 18
respondents were male.

GENDER
45%

MALE
FEMALE

55%

2. Out of 40 respondents, 65% (i.e. 26 respondents) were unmarried and remaining 35% i.e.14
respondents were married.

14

MARTIAL STATUS
35%

MARRIED
UNMARRIED

65%

3. Out of 40 respondents, 28% respondents belong to age group of 23 27 years, 25%

respondents belong to age group of 28 32 years, 18% respondents belong to age group of 18
22 years and remaining 15% each respondents were from age group of 33 38 years and 39 +
years.

PROFESSION
20%
35%

BUSINESS
HOUSE WIFE
STUDENT

28%

OTHER
17%

4. Out of 40 respondents, 35% respondents were business related, 28% respondents were
students, 20% were from different occupations and remaining 17% were house wives.

15

SOCIAL CLASS
15%
40%

UPPER CLASS
MIDDILE CLASS
LOWER CLASS

45%

5. Out of 40 respondents, 45% respondents were related to middle class, 40% respondents were
related to upper class and remaining 15% respondents were related to lower class.

INCOME
20%
33%

0 - 15K
15K - 30K

20%

30K - 45K
45K +

27%

6. Out of 40 respondents, 33% respondents have an income of Rs. 45000 or above, 27%
respondents have an income of Rs. 30000 Rs. 45000 and 20% each respondents have an
income of Rs. 0 Rs. 15000 and Rs. 15000 Rs. 30000.

16

FAMILY SIZE
15%

38%

2
22%

3
4

25%

5&+

7. Out of 40 respondents, 38% respondents have a family size of 5 and above, 25% respondents
have a family size of 4, 22% respondents have a family size of 3, 15% respondents have a family
size of 2.

LOCATION
DHA - CLIFTON
13%
27%
20%

GULSHAN JOHAR
BAHADURABAD PECHS

17%

NAZIMABAD

23%
OTHERS

8. Out of 40 respondents, 27% respondents lives in DHA Clifton, 23% respondents lives in
Bahadurabad and PECHS, 20% respondents lives in Nazimabad, 17% respondents lives in
Gulshan and Johar and remaining 13% lives in other areas.

17

RESEARCH QUESTIONS

Do you like Milk Ice

Cream?
28%

YES
NO

72%

1. Out of 40 respondents, 72% (i.e. 29 respondents) like ice lollies and remaining 28% (i.e. 11
respondents)
dont
like
ice
Creams.

How often to you normally buy Milk

Ice Creams?
10%
20%
Twice or thrice a week

25%
25%

Once a week
Thrice or twice a month

20%

Once a month or less

2. Out of 40 respondents, 25% each (i.e. 10 respondents) buy ice creams once a month or a week,
20% each (i.e. 8 respondents) buy ice cream twice or thrice a week or a month and remaining
10%
(i.e.
4
respondents)
dont
buy
ice
Cream.

18

Do you consume
IceCream seasonally or
all year round?
40%
60%

Seasonally
Year Round

3. Out of 40 respondents, 60% (i.e. 24 respondents) consume ice cream seasonally and remaining
40%
(i.e.
16
respondents)
consume
ice
cream
year
round.

Are you aware of the product

Yummy Ice cream?
8%

YES
NO
92%

4. Out of 40 respondents, 92% (i.e. 37 respondents) are aware of product Yummy and remaining
8% (i.e. 3 respondents) are not aware of product Yummy.

19

Have you ever consumed

Yummy Whole Milk Ice
cream?
25%
YES

NO
75%

5. Out of 40 respondents, 75% (i.e. 30 respondents) have consumed the product Yummy and
remaining 25% (i.e. 10 respondents) havent consumed product Yummy.

Product is reasonably priced?

32%
YES
NO
68%

6. Out of 40 respondents, 68% (i.e. 27 respondents) believes that product Yummy was not
reasonably priced and remaining 32% (i.e. 13respondents) believes that product Yummy was
reasonably priced.

20

What first attracted you to the

product?
2%
8%

12%

PRICE
Packaging
25%

43%

Advertisement
Low calories snack
Flavors

10%

7. Out of 40 respondents, 43% (i.e.1 7 respondents) believes that Yummy as a product attracts
them, 25% (i.e. 10 respondents) believes that advertisement of Yummy attracts them, 12% (i.e. 5
respondents) believes that packaging of Yummy attracts them, 10% (i.e. 4 respondents) believes
that low calories attracts them, 8% (i.e. 3 respondents) believes that flavors of Yummy attracts
them and remaining 3% (i.e. 1 respondents) believes that price of Yummy attracts them.

Flavor of Ice cream do you

prefer?
40%

25%

35%

Strawberry
Mango
Grape

8. Out of 40 respondents, 40% (i.e. 16 respondents) prefer grape flavor, 35% (i.e. 14
respondents) prefer mango flavor and remaining 25% (i.e. 10 respondents) prefer strawberry.

21

Reasonable price for a high quality

frozen treat like YUMMY?
18%

8% 7%

5 - 10 Rupees
35%

10 - 15 Rupees
15 - 20 Rupees

32%

20 - 25 Rupees
25 - 30 Rupees

9. Out of 40 respondents, 35% (i.e. 14 respondents) believes Rs. 10 Rs. 15 is the reasonable
price, 32% (i.e. 13 respondents) believes Rs. 15 Rs. 20 is the reasonable price, 18% (i.e. 7
respondents) believes Rs. 20 Rs. 25 is the reasonable price and remaining 7% to 8% each (i.e. 3
respondents) believe Rs. 5 Rs. 10 or Rs. 25 Rs. 30 is the reasonable price .

Why do you think Yummy slowly

declined from the Market?
8%

10%
Price too High

17%

Lack of New Flavours

65%

Lack of Proper Distribution

Poor Product Quality

10. Out of 40 respondents, 65% (i.e. 26 respondents) believes that high price was the reason of
failure of Yummy, 17% (i.e. 7 respondents) believes that lack of flavor was the reason of failure
of Yummy, 10% (i.e. 4 respondents) believes that proper quality was the reason of failure of
Yummy and remaining 8% (i.e. 3 respondents) believes that proper distribution was the reason of
failure of Yummy.
22

Did YUMMY failed because of

its texture and Creamy feel?

YES

45%
55%

NO

11. Out of 40 respondents, 55% (i.e. 22 respondents) believes that Yummy fail because of its
texture and creamy feel and remaining 45% (i.e. 18 respondents) believes that Yummy didnt fail
because of its texture and creamy feel.

Do you think Yummy was right in order to

discontinue it from many reigons?

40%

YES
NO

60%

12. Out of 40 respondents, 60% (i.e. 24 respondents) believes that decision of discontinuing the
product Yummy was wrong and remaining 40% (i.e. 16respondents) believes that the product
Yummy was right from many regions
.

23

What could they have done

differently?
8%
Reduce the price

12%

Introduce new flavors

50%

Proper distribution channel

30%

More quality conscious

13. Out of 40 respondents, 50% (i.e. 20 respondents) believes that Yummy should have reduced
its price, 30% (i.e. 12 respondents) believes that Yummy should have introduce new flavors,
12% (i.e. 5respondents) believes that Yummy should have improve its distribution channel and
remaining 8% (i.e. 3 respondents) believes that Yummy should have improve their quality.

Which new flavour you would like

to be added by YUMMY?
13%
Pineapple
30%

57%

Watermelon
Faalsa

14. Out of 40 respondents, 57% (i.e. 23 respondents) would prefer pineapple flavor as a new
flavor, 30% (i.e. 12 respondents) would prefer watermelon flavor as a new flavor and remaining
13% (i.e. 5 respondents) would prefer faalsa flavor as a new flavor.

24

HOW TO RE-LAUNCH YUMMY

Marketing Mix Strategies

Price

Product

* 20 % Less than Current

* New Flavors
* Sizes
* Texture
* Packaging

Marketing
Mix
Place

Promotion

* Point of Sales merchandising

*Made from Milk (highlited)

* Effective Distribution Sync with launch and

advertsisng

*Low Calary yet healthy

* Presentation like sensation
* Direct Marketing (sampling ,Offering)

25

RE - POSITIONING STRATEGY

AIMS Profitability & Market Share:

Achieve profits through increased market share

OBJECTIVES Experiential & Symbolic:

Campaign that invokes sensory pleasure aimed at satisfying variety and stimulation based
needs along with cognitive awareness. Symbolic objectives to be met to satisfy TGs need for
group membership, ego identification, and the desire to impress

STRATEGY Attractive:

To make the campaign aesthetically attractive, appearing to be Cool & Modern

26

RE LAUNCH STRATEGY

Campaign to start off with a Teaser Campaign to build curiosity

going in to the launch phase launching Yummy with a revised communication &
marketing mix strategy to build awareness among early adaptors with selective
distribution

following it up with a campaign to launch new flavors water melon & Pineapple with
intensive distribution & direct & digital marketing

PROCESS FLOW:

Phase 0

Phase 1

Phase 2

27

COMMUNICATION STRATEGY

28

TVC:
Corporate Setting & a Beach Setting:
Working professionals (females in elegant suits and Men) shown working inside offices. Some
workers standing outside talking. Reflection of a large Ice Cream Bar/Dairy Ice cream can be
seen on the Glass Building of the office and gradually the building windows start turning to Ice
milk.
Similarly on a different setting on a beach where a family and young men & women are playing
beach games, we see the reflection of the large Ice Cream Bar on a beautiful blue sea which
starts turning to Milk as well.

OOH CAMPAIGN
3D Round-about
Round abouts to be made to look like Milky Pools of Strawberry or Mango where the fruits are
going to drop inside the pool making splashes in the air & Large Yummy Ice Bars will be
standing inside the fruity pool

Building Branding:
Large Branding of Yummy Ice-Bars on Glass buildings throughout the city similar to the TVC

3D Billboards
Yummy Beat the Heat with real milk 3D Billboards showing TG licking & Enjoying the Ice
cream.
29

30

MOTIVATION

Motivation is process that causes people to behave in a certain way. Marketers are interested in
knowing what drives a customer to exhibit a certain behavior so they can target them
accordingly. The following the process of motivation.

Personality
Perception
Learning
Attitude

Unfulfilled
needs,
wants and
desires

Tension

Behavior

Drive

Goal or need
fulfillment

Tension
Reduction

Any consumer mainly has two types of needs innate or biogenic needs that consist of primary
needs like food, shelter, clothing, etc. Or psychogenic needs that are secondary needs or motives.
Once a consumer realizes there is a need that needs to be fulfilled tension arises which leads him
to behave in a certain manner which in turn leads to the fulfillment of that need, hence tension is
reduced. Needs are never fully satisfied and keep emerging which leaves a consumer in a
constant state of tension, and this is what marketers target at.
Consumers who see Yummys advertisement will have a desire to consume try it which will lead
to tension which will lead to purchasing Yummy fulfilling the need and reducing tension. Now
the consumers preferences like lower prices, Milky texture, and different flavors all are being
considered it will lead to a greater desire than before.

31

There are many motivational theories that explain why consumers behave the way they do. One
of the motivational theories is means-end chain model. The means-end chain model suggests
that consumers think about product attributes subjectively in terms of personal consequences.
The end could be a consequence or a more abstract value. Here is how the means-end chain
model for Yummy would look like:

ATTRIBUTES

Low calorie frozen dessert.

Available in 4 flavors: mango, strawberry, watermelon & pineapple.

FUNCTIONAL
CONSEQUENCES

Low Calorie

PYSCHOSOCIAL
CONSEQUNCES

Feel guilt free.

Hot

Hot weather refreshment

Satisfy sugar craving.

VALUES

Look attractive
Feel beautiful
Feel healthy and less overweight

32

ATTITUDE

Attitude is a learned predisposition. An attitude towards a product would either encourage a

consumer to buy a product or avoid a product. Marketers are interested in knowing what attitude
consumers hold so that they can change it. An attitude helps marketers answers questions like
why consumers like a particular flavor. Why dont like particular flavor? What product attributes
do consumers like? Etc.

Once the teasers and advertisements of Yummy are aired, consumers will be driven towards the
product as nowadays people have become health conscious and avoid high calorie foods. Also
the low prices and new flavors will attract consumers.

There are different factors that influence a persons attitude.

Culture: Culture is the sum total of learned beliefs, values and custom that serve to
regulate the consumer behavior of the members of a particular society. If consists of
things like language, food customs, art, laws, religion, etc. In Pakistan it is a custom to
have dessert before or after a meal, hence Yummy will be positioned as a frozen dessert,
which a consumer can have before or after their meal. Pakistan also has a warm weather
where ice-creams are highly preferred as a refreshing treat in the hot weather. Hence this
preference towards consuming Yummy will shaped by the Pakistani culture.

Sub-culture: A sub culture is a group of people within a culture that differentiate

themselves from the larger culture to which they belong. In Pakistan there exists many
sub cultures in the form of different sects and religion like there are Bohris, Sunnis,
Shias, Hindus, Parsis, etc. Most Bohris prefer having dessert before their meal as
opposed to some other sects who prefer having dessert after meal. Such factors also
influence a persons buying behavior.

33

Reference groups: A reference group is a group to which an individual or another

group is compared with. The prevailing trend in Pakistan is moving towards becoming
health and diet conscious. Having fatty and unhealthy food is frowned upon. So a group
of friends who are trying to control their weight will be influenced by the decisions those
friends make. A group people going to the gym together would be influencing each
others behavior. Since Yummy is a low calorie frozen dessert people belonging to such
reference groups will prefer it over other frozen desserts. One persons purchase will
influence the purchase of other people in that group.

Opinion leaders: one way consumers seek help in making purchase decisions is
through opinion leaders. Opinion leaders are usually seen as honest and impartial.
Celebrities are usually used as opinion leaders in promoting a product. For promoting
Yummy we can use different role models or celebrities that will influence consumers
towards purchasing the product.

34

DUAL MEDIATION MODEL

Central
Variables
Central
Route

User characteristics,
motivation, ability,
personality trait.

Dept Information
processing

Peripheral
Route

Attitude Change

Behavior

Process Flow

Peripheral
variables

Causal Link

The dual mediation model adds a link between attitude toward the ad and brand cognitions, can
be employed to explain how advertising impacts consumer behavior. Since Yummy is a low
involvement product as its purchase would not have a great impact on the consumers life the
peripheral route will be used. We can use celebrities to endorse the product.

35

BIBLIOGRAPY

Consumer Behavior 10th Ed. Leon G. Schiffman

www.YummyIcecreams.com/

www.unilever.pk/our-brands/detail/329260/

Wikipedia.com

Consumer Behaviour Karen web

Marketing managent 14th edition Kottler-keller

36

ANNEXURES

37

LETS BEAT THE HEAT WITH SOME MILK AND ICE.........

Please provide the following details:

Name (optional)

______________________________

Age:
a.
b.
c.
d.
e.

18-22 yrs
23-27 yrs
28-32 yrs
33-38 yrs
39+ yrs

Gender:
a. Male
b. Female
Marital Status:
a. Married
b. Unmarried
Profession:
a.
b.
c.
d.

Business
House wife
Student
Other: _______________

Income:
a.
b.
c.
d.

PKR 0-15,000
PKR 15,000-30,000
PKR 30,000-45,000
Above PKR 45,000

Family size:
a.
b.
c.
d.

2
3
4
5+
38

Location:
a.
b.
c.
d.
e.

DHA/Clifton
Gulshan/Johar
Bahadurabad/PECHS
Nazimabad
Other: _______________

Question 1
Do you like ice cream?
a. Yes
b. No
Question 2
How often to you normally buy ice creams?
a.
b.
c.
d.
e.

Twice or thrice a week

Once a week
Thrice or twice a month
Once a month or less
Don't Buy Ice Lolly/Popsicle

Question 3
Do you consume ice cream seasonally or whole year-round?
a. Seasonally
b. Year Round
Question 4
Are you aware of the product Yummy?
a. Yes
b. No
Question 5
Have you ever consumed Yummy?
a. Yes
b. No
Question 6

39

Do you think that the product is reasonable priced?

a. Yes
b. No
Question 7
What first attracted you to the product?
a.
b.
c.
d.
e.
f.

Price
Packaging
Advertisement
50calorie count/low calories snack
Walls product
Flavors

Question 8
Which flavor of Yummy do you prefer the most?
a. Strawberry
b. Mango
c. Grape
Question 9
What do you think is a reasonable price for a high quality frozen treat like Yummy?
a.
b.
c.
d.
e.

Between Rs. 5 and Rs. 10

Between Rs. 10 and Rs. 15
Between Rs. 15 and Rs. 20
Between Rs. 20 and Rs. 25
Between Rs. 25 and Rs. 30

Question 10
Why do you think Yummy slowly declined from the Market?
a.
b.
c.
d.

Price too High

Lack of New Flavours
Lack of Proper Distribution
Poor Product Quality

Question 11
Did Yummy fail because of its texture and creamy feel as opposed to other brands that are icier?
40

a. Yes
b. No
Question 12
Do you think the company was right in order to discontinue it from many reigons?
a. Yes
a. No
Question 13
What could they have done differently?
a.
b.
c.
d.

Reduce the price

Introduce new flavors
Proper distribution channel
More quality conscious

Question 14
Which new flavor you would like to be added by Yummy?
a. Pineapple
b. Watermelon
c. Faalsa

41