Market:

At currently is operating in Punjab NWFP and AZAD Kashmir again.

It sales contribution is Rs 3000,000 per day average in summer season

Market Segmentation:

Currently marketing segmentation of Yummy Ice Cream is as under:

1. Geographic Segmentation: The company divide the each city into different segments according
to Areas, States, Regions, and Markets. Yummy ice cream is targeting as geopgraphic
segmentation of Pakistan, We are targeting the main cities of provinces as:
 Capital Territory (Islamabad)
 Punjab (Multan, Faisalabad, Lahore)
 Sindh (Karachi, Hyderabad)
 NWFP (Peshawar)
 Baluchistan (Quetta)

2. Demographic Segmentation: We will divide people according to their agaes and lifecycle. WE
will divide our customers regarding their ages as children, teenagersm twenty plus, thirty plus,
and so on more than fifty years old.

3. Income Segmentation: We can easily make the division according to the income of people.
Through the income segmentation we can divide the people into different levels of groups
regarding their income on monthly basis.

 High income group (Less Target Segment)

 Middle Income group (Target Segment)
 Small Income group (Target Segment)

4. Psychographic Segmentation: It is done on the basis of the taste and health conscious
consumer. Yummy is targeted its market by creating an image of high quality and hygienic
products. Yummy was for “anyone, anywhere, and at anytime”

5. Behavioral Segmentation: It divide buyers into groups, based on their knowledge, We also
believe like many marketers that behavior variables are the best starting point for building the
best market segmentation.

To make the best marketing structure we can set a reasonable price which is suitable for all
types of social classes in Pakistan.
By using focus strategies in which they just target the segment of sufficient size, not crucial to
success of major competitors and they are not attempting to specialize in the same target
segment.

Departments of the company:

Department of Finance
Department of Accounts
Department of HR
Department of marketing and sales
Department of Research and development
Shipping department
Engineering Department

Strength:
Yummy Ice Cream is available in natural taste.
No preserving chemicals that effect the health.
It’s frozen dessert.
It is a time saving product
Skilled and trustworthy workers are working in the company.
Good worth of market.

Weakness:
The company has fewer resources as compared to competitors
It has not strong brand image.
It has not any distribution channels.
They have less market share as compared to competitors.
They have fewer budget as compared to competitors.
They have less technical resources.

Opportunities:
The company can use new technology
They can change its target segment.
Prepare the new ice cream flavour.
They can change product use.
They can change product image by changing its styles.

Threats:
Competitors are willing to work on these products and more has strong brand image. So
competitors have captured the market share of the Yummy Ice Cream

Competitors have more resources than Yummy Ice Cream Company

Due to fewer resources it is very difficult to give awareness of Yummy Ice Cream of the
customers.

If the company will do all this perfectly then they can make a huge change and promotion.

Suggestions:
o First of all company has to create a brand and then focus on it by making advertisement
more and more to get the best positioning level in the minds of the public. If company
create a strong brand image then it is very easy to remove the weak points.

o Secondly the company will have to make strong distribution channels. If the company
does so then all the hurdles will be removed which supposed the cause of decrease in
sales. For this purpose company will have to give margins by giving bonuses.

o The treats are that our competitors are strong. They have strong brand image. The
company has to make the quality level, design, packaging, and labeling of Yummy Ice
Cream better than its competitors.

CONCLUSION:
We concluded that yummy is leading organization when it was launched. But after when Wall’s
entered in the market they capture the whole market by more advertising of their product.
Yummy have not use strategies to retain the customers. The organization has lack of resources.
They not focus on to make innovation in their products. Wall’s became over the Yummy because
of their lot of resources and new technology and much advertising their products. Yummy have
to take serious actions to come up.