Ice cream

Mem

bers Mir Aslam (BB123057)

Babar Mughal(BB123069)

Noshad Hassan(BB123044)

Cont

ents

• Product profile.•Mission, Objectives & Values.•Target Market.•Competitive Analysis.•SWOT Analysis.

Com

pany

Pr

ofile

Name: National Diary Fresh Ltd…

Product Name: Foresty Fresh

Product Type: FMCG

Flavor : World famous Vanilla,chocolate etc

Com

pany

Pr

ofile

Slogan: Try OnceLogo:

Visi

on A

nd

Mis

sion Vision Statement:

The Vision of Frosty Fresh is to Serve Our people with the combination of

Nutritious and Natural products of high quality and to get high market share.

Mission Statement:

To provide our customers with life-affirming products,

making long lasting relationship with customers.

OBJ

ECTI

VE O

F PR

OJE

CT

To introduce a new company in Pakistan.

Apply new market strategies on it.To do analysis of competitor ,

customer and company.

Curr

ent

Mar

ket

Tren

d• Customers are now more

aware about their rights.• Demand for something

new is high.• More health beneficial

and Hygienic products are on demand.• Price and Quality should

be balanced.• Tough Competitions

among producers.

Com

petit

or

Anal

ysis

Consumer’s Perception• Our targeted customer have a

strong brand loyalty for competitor• We attract the potential

customers through high sales promotions.• Insure the availability of our

high quality ice cream every where in any time in targeted area.• This will create awareness in

our customer of our ice cream.

Com

petit

or

Anal

ysis

Competitive Landscape:Unilever Pakistan Ltd and

its Wall’s brand achieved sales of PKR10 billion in 2012, up from PKR9 billion in 2011, giving the company a 61% share of ice cream value sales.

Engro Foods (Pvt) Ltd also made gains, with its leading brand Omore growing its sales from PKR3.5 billion in 2011 to PKR5 billion in 2012.

Com

petit

ors The research we

have conducted shows that our

major competitor are:

WallsOomore

MAR

KET

SHAR

EWallsOomoreHicoOthers

Mar

ket

Segm

enta

tion We have make the

segments on the bases of age and divide the customer into three main groups.•  Adults•  Teenagers •  Kids

Targ

et M

arke

tCity : Rawalpindi &

Islamabad

Class: Middle Class & Upper Middle Class

TARG

ET S

TARG

ETY

For the easy ability of our ice cream we decided the locations where our target customer visit frequently• Major super stores

of Islamabad like metro , city super store etc• Major super stores

in Rawalpindi like Cosmos

PSYC

HO

GRAP

HIC • It is done on the basis

of the taste and health conscious consumer.• Frosty fresh targeted

its market by creating the image of

HIGH QUALITYNUTRITIOUSPURE ICECREAM(no artificial flavors)

BEH

AVIO

RAL

The behavioral segmentation is done

on two different variables that tend to

define a particular behavior or attitude of a consumer. These are:• Usage rate – 2-3 days

(70%)• Benefits – quality,

presentation, taste

PRO

DUC

T

USAGE As usage depend upon: Brand loyalty Quality and taste Price Availability to customers

PERISHIBILITY Required Temp: -18°C. Life Time (Out of freezer): 50

mint

PACK

ING

The research we have conducted shows that people prefer cups & stick.

Packaging: Multiple packaging

Small packs: • Sticks • Cups

Family Packs: (Bars). • ½ liter Packs • 1 liter Packs

PRIC

E

Penetrating Pricing:

The pricing strategy adopted by FROSTY Fresh Ltd is penetrating pricing.

Packed Ice-cream:RS.15-30 RS.50-70 RS.120-250Attractive flavors

Mouth watering flavors.

Family pack

Simple vanilla, chocolate etc

Nuts, apricot All flavors

Cups & Sticks Cups & Bar Bar

PLAC

E

Primarily Place Target: Our Production unit based at “Islamabad Industrial Triangle” and then will be

transported to all distributors at different places all over in the twin Cities. This will reduce our cost of transportation. We place our product in all big stores in twin cities and Universities of Rawalpindi & Islamabad e-g IIUI, Comsats, NUML, Nust, AIOU, Baharia etc.

DIS

TRIB

UTIO

N

Frosty Fresh uses two types of distribution channel for providing its product to the targeted areas.

Direct Distribution Channel The first type of system will be

more a short term distribution system which is just for the introduction stage. This system consists of stalls at introductory prices (very low) by the sales force of the company.

Indirect Distribution Channel FROSTY FRESH factory send the

products to the local distributors who supply the products to the stores and universities in the required quantity

PRO

MO

TIO

NS

PROMOTIONAL MESSAGEIce Cream makes you

happy ITS PROVEDPromotional Mix STRATEGY The main distribution

strategy, which FROSTY FRESH will use effectively is

Push STRATEGY FROSTY FRESH  ice-

cream uses Objective-and-Task Method for promotional activities.

PRO

MO

TIO

NS

1. Promotional Objectives

InformPersuade 2. Tasks Advertising and Sales

Promotion. 3. Cost/Budget Estimated budget of

frosty fresh promotion depends on advertisement and promotions.(1/3rd of the total invested capital).

PROMOTIONS ADVERTISEMENT TOOLS• News papers• Magazines• Radio• Banners • Stands in canteens of

universities.• Event arrangements in

many universities• Bus Stop Board Ads

PRO

MO

TIO

NS

SALES PROMOTIONS: FROSTY FRESH has been

going a number of sales promotion activities like the:

Stalls: We will arrange different

promotional stalls in our targeted universities in (RWP/ISB).In order to create awareness about our product in enjoyable environment.

Cycling System: FROSTY FRESH started its

cycling system for awareness but after that its task was modified into doing sales promotions for the company. And also cycling system has proved excellent in terms of sales and promotion.

Inte

rnal

m

arke

ting

We prepare our employees through:

Different kinds of trainnings

By hiring trained and experience staff

Communicating with them

Attending workshops

Publ

ic re

latio

ns

SALES PROMOTIONS: FROSTY FRESH has been going a

number of sales promotion activities

like the: Stalls: We will arrange different promotional

stalls in our targeted universities in

(RWP/ISB).in order to create

awareness about our product in

enjoyable environment. Cycling System: DESIRE started its cycling system for

awareness but after that its task was

modified into doing sales promotions

for the company. And also cycling

system has proved excellent in terms

of sales and promotion.

S.W

.O.T

. Ana

lysi

s Strengths : Efficient manufacturing and

distribution premises  Product made of pure milk. Good management and

staff. Resources available for

new venture. Aggressive promotion

schemes. Variety of flavors. Weaknesses : Competitor perception in

customer’s mind. Deals in limited market 

S.W

.O.T

. Ana

lysi

s

Opportunities : Product with new market

opportunities. Easy in achieving break

even point Development of further

varieties  Introducing new SBU in near

future.  Threats : The competition from rival

ice cream companies (Oomore).

Recession leading to poor demand in the economy.

Chance of failure due to new launch.

Refr

ence

Lin

ks http://sendicecream.stores.yahoo.net/hisoficecrea.html

http://www.faqs.org/ /Marketing-Strategies.html

http://ezinearticles.com/?Marketing-Strategy-and-a-Lesson-to-Apply-to-Any-Business&id=3907869