Igloo Marketing plan
1. Introduction
This section presents the background of the report, and outlines its background, objectives, methodology of project and report preparation.
1a. Background of the report:
This project was assigned as part of the course “Principles of Marketing (MKT201)” in the program Bachelor in Business Administration (BBA) to submit a report. The report entitled “Marketing Plan of Igloo Ice Cream Bangladesh” is submitted to fulfill the purpose.
1b. Objective of the Report:
Main objective of the report was to evaluate the marketing plan of AML group’s Igloo Ica cream in Bangladesh to figure out the marketing plan especially consumer behavior, segmentation, positioning, product strategy, pricing strategy, distribution strategy, budgeting etc. We also tried to find out some recommendation for this.
1c. Methodology:
We used secondary data to prepare our report. Besides, our seniors helped us a lot to make everything smoothly. We mainly used information from internet, newspaper, advertisements etc.
2. Company/product profile:
Bangladesh ice-cream industry is growing. Igloo is the largest player in branded common format ice cream segment here. It started its operation in 1964 in Chittagong under K Rahman & Co. Limited (KRC) with a small factory inside Coca Cola bottling factory of KRC. Later in 1983, Abdul Monem Limited purchased the entire production setup of KRC Limited including Coca-Cola bottling plant and Igloo ice-cream factory and the manufacturing operations continued in Chittagong until 1990. Later, the main share went to Dhaka. A new factory was established in Shampur Industrial Area, in Dhaka to fulfill the market demand. Presently, Abdul Monem Limited uses the state of the art-straight-line technology for ice cream production. They first introduced this technology in the South East Asia to manufacture ice cream. It produces nearly 20,000litre ice cream and distributes throughout the whole country. Now it is the market leader having more than 51% share
This section presents the background of the report, and outlines its background, objectives, methodology of project and report preparation.
1a. Background of the report:
This project was assigned as part of the course “Principles of Marketing (MKT201)” in the program Bachelor in Business Administration (BBA) to submit a report. The report entitled “Marketing Plan of Igloo Ice Cream Bangladesh” is submitted to fulfill the purpose.
1b. Objective of the Report:
Main objective of the report was to evaluate the marketing plan of AML group’s Igloo Ica cream in Bangladesh to figure out the marketing plan especially consumer behavior, segmentation, positioning, product strategy, pricing strategy, distribution strategy, budgeting etc. We also tried to find out some recommendation for this.
1c. Methodology:
We used secondary data to prepare our report. Besides, our seniors helped us a lot to make everything smoothly. We mainly used information from internet, newspaper, advertisements etc.
2. Company/product profile:
Bangladesh ice-cream industry is growing. Igloo is the largest player in branded common format ice cream segment here. It started its operation in 1964 in Chittagong under K Rahman & Co. Limited (KRC) with a small factory inside Coca Cola bottling factory of KRC. Later in 1983, Abdul Monem Limited purchased the entire production setup of KRC Limited including Coca-Cola bottling plant and Igloo ice-cream factory and the manufacturing operations continued in Chittagong until 1990. Later, the main share went to Dhaka. A new factory was established in Shampur Industrial Area, in Dhaka to fulfill the market demand. Presently, Abdul Monem Limited uses the state of the art-straight-line technology for ice cream production. They first introduced this technology in the South East Asia to manufacture ice cream. It produces nearly 20,000litre ice cream and distributes throughout the whole country. Now it is the market leader having more than 51% share
Bibliography: (n.d.). Retrieved 4 5, 2014, from lawyersnjurists: http://www.lawyersnjurists.com/articles-reports-journals/industries/report-ice-cream-industries-bangladesh-igloo-polar-milk-vita/ (n.d.). Retrieved 4 1, 2014, from Abdul Monem Group of Company: http://www.amlbd.com/ Abdul Monem Group of Company. (n.d.). Retrieved 4 8, 2014, from http://www.amlbd.com Googlesites. (n.d.). Retrieved 4 2, 2014, from https://sites.google.com/site/amliglooicecream/aml-group Googlesites. (2013). Retrieved 4 2, 2014, from https://sites.google.com/site/amliglooicecream/igloo-price-list www.facebook.com/AML.IGLOO