NAME OF THE PRODUCT

GROUP MEMBERS:

NAME ID NO

Md. Zakir Hossain Antor 083739030

Md. Musfiqul Islam 083753030

Company profile:
Name: Ice Age
The Healthy Ice Cream Parlor

Product: Sugar free and Fat free healthy Ice Creams. Health conscious desert.

Proposed Flavors: World famous Vanilla and 20 different mouth watering flavors.

Project: Manufacturing and selling of healthy sugar free and fat free Ice Creams.
Specially made for health conscious and sweet tooth people.

Investments:
Total capital investment require:7 core

Borrowed capital (loan from HSBC bank): 3 core

Total partners investment start on production:4 core

Introduction:

Founded in Dhaka Ice Age Ltd. Company is setting up an Ice Cream manufacturing
and selling parlor. The project will have great significance in the present day context of
increasing weight and illness among the youth as well as adults due to increasing fat
and sugar intake due to increasing content of sweetener in the Ice Creams and juices.

The manufacturing of all types of ice creams will be done at its production site and
then will be transported to its parlors established in the heart of the city. Ice Age Ltd. is
entering the Bangladesh market with an aim of establishing its brand as a necessity of
the Bangladeshi buyers.

The company will follow a strategic positioning approach for the target market. Ice
Age Ltd. has kept into account the income and behavioral factor of the Bangladeshi
buyers while designing the products. It is important for the company to understand the
consumer behavior before it goes into such a market. The Bangladeshi consumer for
the first time will have a premium product which is eco-friendly, healthy and affordable.

Business strategy:

Our business strategy will include the determination of the most beneficial product
market in term of establishing itself in this new product segment. The most important
factor for the success of Ice Age Ltd. brand is the perception of the consumer and to
what extent it can build a positive image in the consumer’s mind. The intensity of the
business environment, the sustainable competitive advantage of a quality product will
give it a strong base to build the market. It is important for us to adopt a different
strategy for the Bangladesh market since it is composed of quality buyers as well as
those who will buy for their family. Thus, we shall introduce some new strategies so as
to establish our self in the Bangladesh market and develop a strong customer base.
The model of marketing strategy by Ice Age Ltd.

Product Range

Internal Analysis

External Analysis

Competitors Analysis

Environment Analysis

Marketing Strategies

Future Plans

Conclusion
The first growth vector will involves gaining penetration with the existing product-market
Ice Age Ltd. will attempt to attract customers from competitors through its strategic
positioning and will establish strong brand equity.

The second growth vector will involves product expansion while staying in the current
market. Ice Age Ltd. will then offer a new product. It will be aimed not only for the
existing market but also for the price conscious segment.

The third growth vector will apply the same products to the new markets.

The fourth growth vector will be to diversify into new product markets. We shall
concentrate on the second growth vector and study the strategy with respect to the Ice
Cream market.

Budget:
Name of Costs: Amount(tk.)

Land for factory and branch 1,00,00,000

Factory and branch building 1,00,00,000

Machine 3,00,00,000

Advertisement 50,00,000

Raw materials 25,00,000

Decoration 25,00,000

Vehicles 70,00,000

Insurance and Others 30,00,000

 According to the recent studies, most of the newly launched product or services
fail due to improper analysis of their internal and external needs.

A company should most effectively and efficiently take care of all the internal
matters and needs.

Since internal analysis is so use full and the life cycle as well as pricing is totally
depended upon this analysis, Ice Age Ltd. has taken proper and fully effective steps in
analyzing all the need and requirements of the company.

During internal analysis the promoter should take care of the following things:

• Raw material requirement

• Power supply

• Labor requirement

• Working force

• Capital

• Working capital

• Internal rules and regulations

• Proper management

• Proper material handling

Competitor analysis

Competitors are the main threat for our company. So first we have to analysis
all competitors to establish our company. We have to give better and best
Quality to customer.

Consumer Mindset
The consumers always have a different loyalty status for different brands.
Sometimes they buy some brand due to the price or sometimes due to the features.
Studying the consumer’s mindset is of vital importance as perception of individuals at
the buying stage of various brands is unpredictable and ever changing.

Market Share
The market share of the players in the two wheeler auto market needs to be studied to
know which company is in the booming stage and which company is in its closure
stage. Also the advertisement and promotional share needs to be studied. Thus, market
share helps us know the current market leader and market follower so that our company
can develop an efficient marketing strategy for its product range after analyzing the
current market player’s position.

SWOT Analysis
The SWOT Analysis i.e. the Analysis of the Strengths, Weaknesses, Opportunities and
Threats of the company products and its competitors at a glance. It needs to be
compared to get an overall analysis of all the major companies and to know the
company having better strengths, more opportunities and on the other hand the
company having more of weaknesses and threats.
 45
40
35
30
25 natural
20 sub zero
15 others
10
5
0
1st Qtr

The above diagram represents the sales of the famous Ice Cream parlors in
Bangladesh and their sales before Ice Age entered the market

35
30

25
natural
20
ice age
15 sub zero
10 others

0
1st Qtr

This diagram represents the sales pattern of all the Ice Cream parlors in Bangladesh
including Ice Age Ice Cream Parlor after one year from the launch of Ice Age Ltd...
(Estimated)
High initial launch cost

There is a large front-ended investment made in new products including cost of product
development, market research, test marketing and most importantly its launch. To
create awareness and develop franchise for a new brand requires enormous initial
expenditure is required on launch advertisements, free samples and product
promotions. Launch costs are as high as 50-100% of revenue in the first year and these
costs progressively reduce as the brand matures, gains consumer acceptance and
turnover rises. For established brands, advertisement expenditure varies from 5 - 12%
depending on the categories. It is common to give occasional push by re-launches,
which involves repositioning of brands with sizable marketing support.

Market research

Customers purchase decisions are based on perceptions about brands. They also keep
on changing with fashion, income and changes in lifestyle. Unlike industrial products, it
is difficult to differentiate products on technical or functional grounds. With increasing
competition, companies spend enormous sums on product launches. Market research
and test marketing become inevitable. The business rests on the two aspects that are
brand equity and distribution network.

Marketing driven

In relative terms, marketing function has greater importance in the Ice Cream industry.
The players have to reach out to mass population and compete with several other
brands. The perceived differences are greater than the real differences in the product.
The differentiations concept is to make the product different from those of its competitor.
When we look at the Bangladesh Ice Cream market we see that the leader’s naturals
have constantly maintained its market leadership by constantly differentiating on the
basis of new flavors.

And coming up with line extensions with regular frequency. The only alternative for Ice
Age Ltd. to survive in this industry will be to differentiate itself. This differentiation could
be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per
the different factors of marketing mix 4 Different strategies are made to market in the
developing cities in Bangladesh.

“Ice Age” – the healthy ice cream parlor offers a wide range of sugar free and fat free
ice creams. The ice creams are specially made keeping in mind all the health conscious
people as well as youth and people who suffer from illness like diabetes. Age Ice
Creams are totally fat free and sugar free with the same original taste.

Ice Age is a healthy ice cream parlor which targets the higher middle class and rich
class of the society.
Segmentation variables

Several variables differentiate consumers who prefer different kinds of

Desserts, such as frequency of consumption, price sensitivity, relative importance of
calories vs. taste, consumption occasion (at home, at work, at a social event, during
recreation or at a restaurant), and desired serving size. The two most important
variables are probably price sensitivity and the taste-calorie tradeoff.
The reason that price sensitivity is especially important is that some consumers will pay
high prices for a product of high quality. Therefore, one might be able to make large
margins selling to that market. On the other hand, there is a large market that will not
buy desserts that are priced too high; therefore, some of the manufacturers will want to
provide value-priced frozen desserts that may sacrifice quality somewhat. Consumers
today tend to be increasingly health conscious, and many will therefore want to limit the
amount of calories in the desserts they consume. On the other hand, desserts are
consumed for pleasure, and other consumers are unwilling to sacrifice the taste
provided by calorie-rich desserts. There are also certain people who have high
metabolisms or engage in strenuous activity, leaving them with less worry about weight
gain. Frequent or “heavy” users of frozen desserts would a great target, but this group is
not readily identifiable and reachable—these consumers are not likely to have distinct
media habits or to frequent particular stores, for example. Serving size preference is an
important issue, but is addressed already to some extent by price sensitivity.

Segments Based on Combinations of Variables

Price sensitivity is clearly a matter of a degree, with each consumer being somewhere
on the continuum from extremely price insensitive to extremely sensitive. However, it
seems reasonable to divide consumers into insensitive, value-conscious, price
sensitive, and highly price sensitive groups. In terms of the taste-quality dimension,
reasonable categories might be taste dominated, balance seekers, and calorie “misers.”
With four levels of price sensitivity and three levels of taste-calorie tradeoffs, twelve
combinations emerge. The more important segments will be discussed. “Price
Insensitive Indulgers” are consumers who take their dessert experiences seriously and
will let neither price nor calories get in the way of their desserts. These consumers want
high quality ingredients and tend to be very brand conscious. Because their high level of
involvement, these connoisseurs will often exchange tips with each other on what to try.
They can be quite unforgiving to the brand if they have a bad experience. Often, they
buy from specialty stores, such as bakeries, but may also indulge in super-premium ice
cream. The “Dessert Pragmatists” represent a large group of consumers who enjoy
good desserts but are concerned about both price and quality. They are willing to pay
more money for a good dessert, but will tend to switch brands if their favorite dessert is
not on sale. They care about taste and will not buy a low fat concoctions without taste.
On the other hand, they tend to avoid high fat ice-creams. They tend to buy branded
products and pay attention to calorie contents on the containers.

“Value Gluttons” are concerned about price but are less concerned about calories. A
dessert has to be relatively inexpensive for them to buy it. They therefore often buy
regional and store brands. They buy ice cream and other sweets frequently and eat
large portions.

“Sophisticated Waist liners” are greatly concerned about their figures and dread
calories. This group predominantly consists mostly of women. Some are affluent while
others are willing to make financial sacrifices to stay healthy. This group enjoys
sophistication in selecting high quality products and is very status conscious. Often, this
group will prefer small serving sizes of rich desserts, and desserts are often consumed
in a social setting. This group tends to shop in upscale supermarkets and in
convenience stores.

“Budget Conscious Realists” consist of consumers who are very price sensitive and are
moderately concerned about calories. Typically, this group includes modest income
families, large families, or families headed by a single parent. Parents are concerned
about the amount of calories that they and their children consume, but money is limited,
so they tend end up buying what is less expensive. This group tends to buy what is on
sale, generics, or store brands.

Strengths:
• Less fixed cost required

• Healthy

• No side effects

• Less consumption of sugar

• Less consumption of fats

• Reduces chances of illness like diabetes

 • Useful for health conscious people

• Tasty with health

• Variety

• Eco-friendly

Weaknesses:
• Slightly high in price due to use of special products

Opportunities:
• Introduction of new flavors

• Easy in achieving break even point

• Prices can be reduced in short run

Threats:
• Lot of competition from existing Ice Cream parlors offering sugar free ice creams
Ice Age Ltd… introduces Ice Age Ice Creams – The Healthy Ice Cream Parlor which
brings to you a new generation of ice creams.

There are many choices in today’s ice cream case to suit a wide variety of consumers
taste. There is plenty of information on food labels, but what does it really mean? Where
Ice Age does stands??

Ice cream is a frozen food made from a mixture of dairy products, containing at
least 10% milk fat.
"Reduced fat" ice cream contains at least 25% less total fat than the referenced product
(either an average of leading brands, or the company's own brand.)
"Light" ice cream contains at least 50% less total fat or 33% fewer calories than the
referenced product (the average of leading regional or national brands.)
"Low fat" ice cream contains a maximum of 3 grams of total fat per serving
"Nonfat" ice cream contains less than 0.5 grams of total fat per serving.

• Introduction of new product in the market

• Completely fat free ice cream

• 98.99% sugar free ice cream

• Eco-friendly

• Healthy

• Zero side effects

• Ice creams for all age groups

• Total health conscious product

• Blend to suite the taste buds with health in mind

 • Variety of flavors for the first time in sugar free and fat free concept

• More than 30 different flavors to choose from

• Same taste

Ice Age Ltd… will be establishing its marketing throughout Dhaka .Ice Age ice creams
being an entirely new product in the market will initially operate only in Gulshan-2 till
further expansion.

Ice Age ice creams being fat free and sugar free requires some extra integrants and
products which increases the cost of the ice cream by 15 – 20 %. The segmentation of
Ice Age ice creams is done on the basics of “Demographic segmentation” and
“psychographic segmentation”. Keeping this segmentation in mind the management has
taken steps to open its shops at the following places in Dhaka:

Banani

Baily road

Baridhara

Mirpur

Uttara

The main production of all the products will be done at the main unit based at “Gazipur”
and then will be transported to all its shops at different places all over Dhaka.
We will give all the retailers/direct-dealers a good profit margin than our competitors are
providing them We will also give them incentives

Television advertisements: Advertisements to promote and market our product will be

shown on leading television channels. Like Channel –I. We also distribute lift lets. We
will arrange some concerts in different varsities like, North South University, AIUB, IUB,
East West etc.

The pricing strategy adopted by Ice Age Ltd. for its two wheeler electronic bikes is
SKIMMING PRICING because it is a total new brand, which is entering a market, so we
are selling the product at high price but not more than our competitors.
After considering all the factors i.e. cost of production, transportation cost, store
charges, etc… and after analyzing this data the finance manger Mr. Musfiqul Islam
coated the price list according to the material requirement of the product and the making
charges with considering all other of the store also.

According to Mr. Musfiqul Islam the cost of per scoop of ice cream will BDT 70 which
would earn the company a profit of 20% on cost.

After deep research and market survey it was found out that the company will meet its
break even point of production within 1 year of its expected sales of 50000 units per
month.
Ice Age Ltd… is an entirely new concept in the segment of frozen deserts, because of
this reason the management has decided that currently there would only be 5 outlets of
the companies ice cream parlor through out Dhaka. As the company progresses in 3 – 4
months the management has lots of plans about the future expansion of the healthy
eating concept through-out state, through-out the country and then through-out the
world…..

Give franchise to reputed dealers through-out Dhaka

To slowly start a manufacturing unit first in Chittagong and Sylhet.

One of the dreams of the promoters of Ice Age Ice Creams is to spread the concept of
healthy eating through-out the S.A.A.R.C countries.

In today’s world of ice creams, Naturals, Sub zero, Move n pick, etc… are the leading
ice cream parlors in Dhaka. Their combined sale figures through-out the month is about
1,50,000 units. Their advertising strategies, sales promotions, offers, etc… are not on a
continuous stretch because these parlors are in the market for sometimes……

Ice Age ice creams being on a starting stage, will have a good advertising strategies,
sales promotions, offers to attract more customers and to make them more familiar to
our brand. Due to our new technique of production and distribution, even after entering
the market on platform basis and investing more on the special inputs our cost nearly
15% more than the cost of our competitors, but with the concept of healthy eating we
accept our sales to be around 50,000 to 60,000 units per month.

Due to our special fat free and sugar free ice creams all age groups will be able to enjoy
the same old taste of ice creams but with a dash of health.