Igloo Market Analysis

By
Team ICEBOX
Table of Contents

Competitive Market Marketing

New Product
Review Description Mix
 Competitive Review Market
Marketi New
Descript
Direct ng Mix Version
Competitors
• Other ice creams brands ion

Indirect
• Ice cream alternatives
Competitors
Competitors
(Direct)

Product

Price BDT50/BDT30/ BDT40/BDT70/ BDT25/BDT25/ BDT40/BDT25/

BDT125 BDT295 BDT50 BDT50
Market
Marketi New
Descript
ng Mix Version
ion
Size 110ml/72ml/ 100ml/1Ltr 100ml cup 100ml cup
1Ltr

Distribution Polar website, Bellissimo Za ‘N Zee Golden Harvest

online stores, website, online Facebook page, website, retail
retail stores, stores, ice retail stores, stores, ice
convenience cream parlors, convenience cream carts,
stores, ice retail and stores convenience
cream carts convenience stores
stores
Competitors
(Indirect)

Product

Market
Price Marketi New
BDT25/BDT28
Descript
BDT200 /BDT40 BDT30/BDT 100 BDT49/ BDT196 ng Mix Version
- 130
ion

Size
100gm/200g 1 Ltr / 500ml 200 ml/ 500ml 80gm/80gm*4
m
Distribution Convenience Convenience Convenience Retail stores,
stores, retail stores, online stores and super shops,
outlets, online sites other retail online shopping
outlets, online sites.
stores, social
shopping sites
media
 Readily Available

Igloo’s Tiramisu Ice

Cream
Market
Marketi New
Expensive Descrip
Affordable ng Mix Version
tion

International Brands

Selective
Distribution
 Market Description

Competi
Marketi New
tive
Segmentation ng Mix Version
Review Targeting Strategies
Strategies
 Market Description

Competi
Marketi New
tive
Segmentation ng Mix Version
Review Target
Strategies Market
 Market Description

Competi
tive Segmentation Marketi New
ng Mix Version
Review Strategies Target
Market

Geographic
Demographic
Segmentation
Segmentation
 Market Description

Competi Segmentation
Marketi New
tive Strategies ng Mix Version
Review Target
Market
Geographic Segmentation

- Domestic
Segmentation Demographic
- International Segmentation
Segmentation
 Market Description

Competi Segmentation
Marketi New
tive Strategies ng Mix Version
Review Target
Market
Demographic
Segmentation
Geographic
Segmentation - Social Class
- Age
 Market Description

Competi Marketi New

tive ng Mix Version
Segmentation
Review Targeting Strategies
Strategies
 Market Description

Target Market
Competi
Marketi New
tive
- Income ng Mix Version
Review
Segmentation - Age
Strategies
Targeting
Strategies
 Market Description

Competi
Marketi New
tive Segmen Target ng Mix Version
Review
tation Targeting Strategies
Market
 Market Description

Competi
Marketi New
tive Segmen Target ng Mix Version
Review Targeting Strategies
tation Market

Undifferentiated Differentiated
 Market Description

Competi
Marketi New
tive Segmen Target ng Mix Version
Review Targeting Strategies
tation Market

Undifferentiated

- Mass distribution
- For affordable
products
Differentiated
 Market Description

Targeting Strategies
Competi
Marketi New
tive Segmen Target Differentiated ng Mix Version
Review
tation Market
- Lollies and other
low-price products for
lower-income families
- Premium lines for
higher-income
families
- 1 – 2 Ltr boxes for
middle-income
Undifferentiated households
Competi Market
New
tive Descript Marketing Mix Version
Review ion
 Product Place

Competi Market
New
tive Descript Marketing Version
Review ion Mix

Price Promotion
 Product Place
- Multichannel distribution
- Cups - Retail and convenience
- Cones outlets
- Boxes - Igloo website
Competi Market - Other online shopping
- Sticks New
tive Descript sites
Marketing Mix Version
Review ion
Regular/Premium
- Cups: BDT 25 – 40/ BDT 50 - 60 -TVC
- Sticks: BDT 20 – 30 / BDT 50 - 80 - Social Media Ads
- Cones: BDT 30 – 35 / BDT 50 - 60
- Boxes: BDT 270 – 350 / BDT 400 -
- Trolleys
500 - Promotional Offers

Price Promotion
Competi Market
Marketi
tive Descript
ng Mix New Version
Review ion
Competi Market
Marketi
tive Descript
Review ng Mix
ion
Competi Market Market Targeting
Marketi Marketing Mix
tive Descript Segmentation Strategies
Review ng Mix
ion
 Market Segmentation
Competi Market
Marketi
tive Descript
Review ng Mix
ion
Targeting
Strategies
Marketing
Mix
 Market Segmentation

- Geographic
Competi Market - Demographic
Marketi - Psychographic
tive Descript
Review ng Mix - Behavioral
ion
Targeting
Strategies
Marketing
Mix
 Geographic
Competi Market Segmentation
Marketi
tive Descript
Review ng Mix Dhaka
ion

Chattogram Targeting
Strategies
Marketing
Rajshahi Mix
 Demographic
Competi Market Segmentation
Marketi
tive Descript
Review ng Mix Age
ion

Income Targeting
Strategies
Marketing
Gender Mix
 Psychographic
Competi Market Segmentation
Marketi
tive Descript
Review ng Mix Attitude
ion

Lifestyle and Targeting

Mindset Strategies
Marketing
Beliefs Mix
 Behavioral
Competi Market
Descript
Marketi Segmentation
tive
Review ng Mix Brand Loyalty
ion

Buying Behavior Targeting

Strategies
Marketing
Spending Mix
Pattern
Competi Market Market Targeting
Marketi Marketing Mix
tive Descript Segmentation Strategies
Review ng Mix
ion
 Market
Segmentation
Targeting Strategies

Competi Market
Marketi
tive Descript
Review ng Mix
ion

Target Market
Marketing Mix
Targeting
Strategies
 Market Targeting Strategies
Segmentation
Target Market
- Students
Market - Middle- and Higher-income
Competi
Marketi households
tive Descript - Those who spend BDT 0 – 200 each
Review ng Mix
ion month on ice creams

Marketing Mix
Targeting
Strategies
 Market
Segmentation
Targeting Strategies

Competi Market Target Market

Marketi
tive Descript
Review ng Mix
ion

Targeting Strategies

Marketing Mix

Undifferentiated Differentiated
 Market
Segmentation
Targeting Strategies

Competi Market Target Market

Marketi
tive Descript
Review ng Mix
ion
Targeting Strategies

Undifferentiated
- For initial promotions Marketing Mix
- Selective distribution
in all places
- Applicable for first 6
months to one year

Differentiated
 Market
Segmentation
Targeting Strategies

Competi Market Target Market

Marketi
tive Descript
Review ng Mix
ion Targeting Strategies

Differentiated

• Based on Marketing Mix

feedback
- Consumption by
area
- Popularity of size
Undifferentiated
Competi Market Market Targeting
Marketi Marketing Mix
tive Descript Segmentation Strategies
Review ng Mix
ion
 Market
Market
Segmentation
Competi
Descript
Marketi Targeting
tive
Review ng Mix Strategies
ion
Marketing Mix
 Market
Market
Segmentation
Competi
Descript
Marketi Targeting Marketing Mix
tive
Review ng Mix Strategies
ion
- Product
- Place
- Price
- Promotion
 Market
Market
Segmentation
Competi
Descript
Marketi Targeting Product
tive
Review ng Mix Strategies
ion
- New variant
- New flavor
- Great for all occasions
 Place
Market • Selective Distribution
Market
Segmentation - For the first year
Competi
Descript
Marketi Targeting • Multichannel distribution
tive - From the second year:
Review ng Mix Strategies
ion - Retail stores
- Convenience stores (e.g.,
Shwapno, Meena Bazaar,
Agora)
- Igloo website
- Free home delivery for orders
of 5 Ltr boxes from the Igloo
website.
 Market
Market
Segmentation Price
Competi
Descript
Marketi Targeting
tive
ng Mix Strategies • Affordable premium ice
Review ion cream
- 90ml: BDT45
- 120ml: BDT60
- 1Ltr box: BDT400
- 5Ltr box: BDT1050
 Market
Market
Segmentation
Competi
Marketi Targeting Promotion
tive Descript
Review ng Mix Strategies
ion - TVC
- Poster and banners in
storefronts
- Leaflets
- Social media marketing
 Thank You!
Any Questions?