II

Table of Contents

Contents
Preface
Letter of Transmittal Contents
1.1 Historical Background 2 2 2 3 3

I II

Chapter 1
Introduction

1.2 Company Profile 1.3 Mission 1.4 Objective 1.5 Products

Chapter 2
Segmenting, Targeting & Positioning

2.1 Market Segmentation 2.2 Types of Market Segmentation 2.3 Market Segmentation of Polar Ice Cream 2.4 Target Market 2.5 Market Targeting 2.6 Targeting Approach 2.7 Target Market of Polar Ice Cream 2.8 Positioning 2.9 Positioning Strategy 2.10 Positioning Strategy of Polar Ice Cream
3.1 Product

6 7 10 11 11 11 13 13 13 17
20 20 22 23 25 28 29 29

Chapter 3
Product Levels & Product Mix

3.2 Level of Products 3.3 Product Level of Polar Ice Cream 3.4 Product Mix 3.5 Product Mix of Polar Ice Cream 4.1 Branding Strategy 4.2 Polar Ice Cream Branding Strategy 4.3 Conclusion

Chapter 4
Branding Strategies References

30

Marketing Strategies of Dhaka Ice Cream Industries Limited