Marketing

Segmentation of Bangladeshi Ice cream market based on age and social class Upper class | | | | Middle class | | | | Lower class | | | | | Teen age | Middle age | Old age |

Description of major segment
Middle class teen age segmentation: Extrovert, modern life style and level of economic development are fair.
Middle class middle age segmentation: Economical, search for quality, health conscious.
Lower class teen age segmentation: Prefer cheap price, do not think more about quality.
Upper class teen age segmentation: Brand conscious, usually prefer expensive ice cream.

Igloo Ice Cream Company

Segmentation: Igloo ice Cream Company’s segmentation and targeting strategies are given below:

Psychographic: * Social class
Demographic:
* Income

Upper class | | | | Middle class | | | | Lower class | | | | | Low income | Medium income | High income |

Targeting:
They are targeting upper class high income people, middle class medium income people and low class low income people.

Non-branded Kulfi Ice Cream
Segmentation:
Non-branded Kulfi Ice Cream segmentation and targeting strategies are given below:

Psychographic: * Social class Geographic: * Regions

Upper class | | | | Middle class | | | | Lower class | | | | | Rural | Sob-urban | Urban |

Targeting:
They are targeting lower class rural region, lower class sob-urban region, lower class urban region, middle class rural region, and middle class sob-urban region.
Here we come up with the decision that Igloo Ice Cream Company targets a few segments where Non-branded Kulfi Ice Cream targets many different segments.

Differentiation and Positioning
Igloo ice cream differentiates its marketing offer and image in this way The World of Great Taste.
Kulfi ice cream differentiates its marketing offer and image by value marketing, road side advertisement.
Igloo Ice Cream