11/1/20

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 Re-launching IGLOO
Presented by:
Arshad Hussain Abbasi
Asma Akram
Tabassum Rana
Asad Shuja
Junaid Malik

Assigned by:
Arsalan Liaqat

11/1/20
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 Introduction to IGLOO Ice Cream

 IGLOO is operating since 1974

 One of the pioneers to start ice cream business in Pakistan
 Offer 28 different flavors under the name of IGLOO
 Some of there unique flavors are Strawberries & Cream, Blueberries & Cream,
Butter Scotch & Cream, Chocolate Crispy, Strawberry Cheese cake and Coffee
Toffee Cookies & Cream

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Introduction Ice Cream Industry
of Pakistan
 Ice cream is a frozen product made from a combination of milk products and eggs, sugar
dextrose corn syrup etc. It was once considered a sophisticated item of food is now
becoming increasingly popular among the people. There are small, medium and large
manufacturers of ice cream in Pakistan. Upto early nineties there were only 4 well known
brands manufactured in Pakistan namely IGLOO, POLKA, ROCCO and YUMMY. In 1995 a
multinational company Lever Brothers Pakistan entered in field and started manufacturing
world famous ice cream Wall's in Pakistan. It has been estimated that total installed
capacity for Punjab including recognised manufacturers, hotels, restaurants and
unorganised sector is about 15.5 million litres annually. The provinces of NWFP and
Balochistan installed capacity has been estimated about 6 million litres per annum. Now the
total installed capacity of ice cream in Pakistan is about 40 million litres per annum.

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Growth Analysis

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ICE CREAM CONSUMPTION IN PAKISTAN

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 TARGET MARKET
MARKET SEGMENTATION
Personal Characteristics
Age  16-50years.
Gender  Male, Female.
Education  Going to or went through High school and college education.

Marital status  Single, Married.

Social class  Upper middles, & upper class.
Occupation  Students, professionals, career people.

Psychographics
Interest  Family Having fun, friends and good time.
Opinions  Under western influence, considers top of the line products friendlier and want unique things.

Personality  Independent, extrovert, friendly, expressive, fun loving, INNOVATORS.

Behavioral
Occasions  Eids, Birthdays, Anniversaries, Special days.
Benefits  Convenience, positive feelings, creation of bond, relationships.

Usage Rate  Light to medium Users.

Attitude Towards product  Enthusiastic, Positive.
Readiness Toward Product  Interested, Intending to buy.

Geographical 7
Region  All.
 Concentrated in Hyderabad and Karachi.
City  Urban.
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Key Market Trends(Rising Popularity of Frozen desserts)

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Competition
Product Brand Product Generic Total Budget
Category Competitors Competitors Competitors Competitors

Ice Cream WALLS Those who sell Fresh Juices Wafers /

cookies ice ice cream Milk Shakes Biscuits
cream Desserts Chocolates
MOVE N PICK Sharbat Sorbet
icream Ice Milk
Snoopy ice
cream parlor
Baskin robbins

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Key Success Factors

 IGLOO ice cream was the pioneer ice cream manufacturer in

Pakistan.
 IGLOO uses the choicest ingredients with imported milk and
butter offering different variations to suit the consumer’s tastes and
demands.

 One of the most successful ranges from IGLOO is the supreme

range which has several unique flavours, like strawberries n cream,
blue berries n cream, butter scotch n cream, coffee, chocolate
crispy, strawberry cheese cake, Coffee Toffee COOKIES n
CREAM, etc.

 IGLOO has the strongest and most delicious ice cream portfolio
among its competitors, comprising 28 different products and packs
with more than 28 flavours under the IGLOO brand name.
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Critical Issues

 Lack of focus due to multiple brands

 Unhealthy competition in the corporate culture.
 Direct competition with walls.
 loss of market share due to lack of promotional
advertisements.

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Critical Issues
 Management Problem
 Awareness levels about Igloo
 This information can lead to win back old customers and
increase market share.

 Market Research Problem

 To identify what regular consumer ice-cream desire to
have.
 Why igloo has failed and faded away in comparison to
other competitors.
 And how it can improve and gain back market share.

Chapter
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall. 13
Four
Critical Issues
 Product Issues
 Igloo is the pioneer product and has the high visibility on
the customers. The product has its attributes but lack in
some of them like the ice cream is melted as quickly as
the weather of Pakistan is hot and less hardening of the
ice cream results in melting of the ice-cream before it is
consumed.

 Promotion issues
 As the financial muscles of the company are not strong
and the initial investments were low so the promotional
strategy’s budget was less. Due to this issue, the
company was using ATL methods only and they were
also very limited. 14
Critical Issues

 Distribution issues
 When the company is starting its placement in a retail
store, it has to make some initial investments as the
company has to install the refrigerator and then it has to
place its product in that retail store. As mentioned before
that the company had less financial muscles the
installment of refrigerators in so many retail stores will
be difficult and the current state of the company does not
gives the permission to do so.

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 MARKETING STRATEGY

Mission

 To provide quality ice-cream full of nutrition, fun and best

quality backed by a large variety.
 From the biggest city to the smallest, most remote village, you will
find our ice-cream that have made successful. Look in any home
and you will find our ice-cream being enjoyed.

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Marketing Objectives (specific marketing objectives)

 To capture a large share of the mass market.

 Product availability with in arms reach (maximum

availability).
 Using strong innovative system which will able to provide
new flavors
 To provide maximum customer satisfaction.

 To meet the highest international standards of quality.

 Commitment to having a highest level of quality.

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
Financial Objectives (specific financial objectives)

 To increase the market share 6.6% to 40% of

sales.
 At least 50% of initial investment must be
covered in first six month of business.
 Reach Breakeven point within 12 months
 Price should be greater than TAC.

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SWOT Analysis
 Strengths Weakness
 Strong Supply Chain  Dependence on Imported Materials
 Imported Raw Materials  High Brand Cost
 Strong  Seasonal Business
 Corporate Relations  High Turnover Rate
 Variety of Flavors
 IGLOO has always had a much-
focused strategy. They entered the
Pakistani market with an aim to
capture all segments with this novel
ice cream
 Customized promotion
SWOT Analysis
 Opportunities Threats
 Corporate Sales Department  New rivals in industry
 Gift solutions  High government taxation
 New product for winter and off  Premium brands
season  Unavailability of raw materials
 Scope on improving flavor and  Changes in climatic changes
products
 Emphasizing on digital marketing
New positioning

 We have come up with a new positioning

Strategy
We are changing the target market of Igloo
Now we are targeting the experimentalist
(15-25) and children (5 -14)
These customers love to make bonding,
relations and friendship

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New Tagline
 for experimentalist
“Kuch meethi yadain, igloo kay sath”
 For children
“Find happiness within”

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Distribution

 Distribution Channels
 The strong channels also play an eminent role in the brand building
along with a consistent positioning that supplements the company's
efforts in giving the market what they want most - premium quality
ice cream range. At present, IGLOO is providing its range of ice
cream to the valuable consumer segments through numerous
channels, which are as follows:
 TRIKES:

These being the specially designed tricycles that indulge in door-

to-door sales activities, playing the famous IGLOO jingle, while
providing delicious IGLOO products to households of all and
sundry at their doorstep.


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Distribution
 RETAIL OUTLETS:
IGLOO boasts strengthening a vast network of strategic outlets located in various cities
and towns of Pakistan. While offering premium quality, taste and expressive value for
money every time, all the time, these outlets are an instrumental link between IGLOO
lovers and the company.


 ICE CREAM PARLORS:

Keeping abreast with the changing trends, IGLOO has recently established ice cream
parlors at various ideal locations in Karachi that are adding to the attraction of ice
cream They have opened a recent Dip Shop that offers in a variety of flavors along with
decorative toppings, all conveniently and enjoyably.


 INSTITUTIONS:
IGLOO is the supplier of premium quality ice cream to many renowned restaurants and
hotels of Pakistan. This is yet another revelation to IGLOO's uplifting determination
and promising commitment to provide products of superior quality and taste to all.

Chapter
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall. 24
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Porter’s Generic Strategy

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Ideal promotional mix

 Advertising
 ATL & BTL
 Sales promotion
Sweepstakes, games, gifts & sampling
 Direct marketing
Icecream Trikes

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References

http://www.igloofun.com
https://aurora.dawn.com/news/1142033
https://www.questia.com/magazine/1G1-18173751/ice-
cream-industry-in-pakistan
https://globaledge.msu.edu/blog/post/54547/global
-ice-cream-market
https://fp.brecorder.com/2005/07/20050704292165/

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