A Marketing

Management
(M302)
Presentation

in the Ice-Cream

Market
of Bangladesh

TEam Charlie Foxtrot

Shatabdi Biswas (RH-12)

Arifur Reza Chowdhury (ZR-23)

Sharmili Nowshin Kabir (RH-30)

Muhtasim Sarowat Rayed (ZR-61)

Scope and Limitations

Industry Overview

Consumer Characteristics
Five Stage Buying Process

Key Psychological
Processes

Takeaways

Data Sources

Market Definition

Primary:

Local packaged ice cream

market

Surveys

Secondary:

Market Reports and Publications

Geographical Scope
Dhaka City

Consumers

Retailers

Online
Consumer
survey
Lack of access to all
income groups.

questionnaire
Some respondents could not
understand some questions.

Retailer
Survey
Respondents from only
selected areas.

Market Size (2010)

Market Growth (2010)

131 Crore BDT

8.3%

Igloo

Bellissimo

Mi Amore

Polar

Bloop

Za n Zee

8
Market Share of our
survey respondents

1%

2%

6%

7%

21%

63%

Popsicle/Stick
Cone
Cup/Sundae

Box Containers
Family Packs

Retail Shops

Cart Sellers

Consumer
Characteristics
Personal
Cultural Social

Seasonality
Retail Survey Revealed
Super Peak Period as
April, may and june

36%

46%

15%

Super-Peak

Off-Peak

3%

Super OffPeak

December, January

Peak

March, July, August

April, May, June

February,
September, October,
November

Eid-Ul-Fitr

Eid-Ul Azha

Pohela
Boishakh

21st
February
Retailer Survey
showed that
consumption
increases during

Special Occasions

Subcultures

Geographic Regions

61%

18.9%

6.9%

4.8%

2.5%

5.9%

Dhaka

Chittagong

Khulna

Comilla

Barisal

Others

Social Stratification

Monthly Income of Ice Cream Buyers

67%

30%

Above Tk. 50,000

Tk. 15000-50,000

2%

Tk. 10,000-25,000

Most frequent buyers

24%

21%

21%
14%

15%

5%

2/3 times in a week

Once in a week

Once in two weeks

Once in a month

Once in three
months

Never

75%

Reference Groups
Small impact over consumer
behavior.

10%
6%

2%

3%

Preference of
Significant
Others

Preferences of
Older Family
Members

3%

1%
Personal
Preference

Preference of
Children

Preference of
Teenagers

Preferences of
Friends

Others

Friends and colleagues most

influential among reference
groups.

Yes

21%

No

79%

Do You Have a
Child in the
Family?

Family
Most respondents do not have a
child in the family.
Thus reduced impact of direct
and indirect demands of children.

22%

6%

25%

19%

27%

Versatile, Exclusive
Most of the consumers lead a
time-constrained lifestyle that
values variety and multitasking.

Appeals to
Core Values

Affordable
Presence of minority group with
time-constrained lifestyle that
seeks affordable products.
Affordable

Youthful

Versatile

Exclusive

Other

Perception

Psychological
Characteristics

Learning

Memory

Assortment
of Flavors

Quality

Affordable

Premium
brand

Assortment
of flavors

quality

Premium
brand

Assortment
of flavors

quality

Perception
Selective Attention
Large Volume Purchase in Social
Occasions. Individual-Size Products
Ignored.

Memory
Brand Association
Consumers looking for quality tend to
choose Igloo ,Bellissimo and Mi amore
which they associate with quality.

Memory Retrieval
Interference
Mi Amore, Igloos Flanker Brand
Counters Bellissimos Brand Association

Learning Discrimination
Consumers can differentiate among same
flavors of different brands .The taste
that appeal to them the most drive
their purchase.

Five stage buying

process

Internal Stimulus:

Indulgence and Craving

Problem Recognition

External Stimulus:
Hangouts
Family Gatherings
Special Occassions

Personal Information Source:

Friends and Colleagues

Commercial Information Source:

Information Search

Advertisements
Retailers
Carts

Public:

Social Media (Food Bank)

Attributes of interest:
Criteria
Combination of flavors

Average score

Value for money

Evaluation of Alternatives

Bigger in size
Brand reputation
Combination of different
textures
Natural Appearance (eg. Color)
Creaminess (level
content)
More sugary

of

fat

Less sugary
Nutritious
Low calorie

Purchase Decision

Seeks reinforcement.
Inquires about new brands
and products.

Post-Purchase Decision

54%

Moderate

33%
11%

decision Making

2%

Buys Only One

Brand

involvement

Buys One
Brand Often,
But Buys
Other Brands
as Well

Prefers One or
Two Brands
More Than
Others

Has no Brand
Preference

Dominance of personal preference on icecream consumption

Social factor not yet being so extensive

Cultural factors playing a varied role

Icecream purchase shown through five stage decision making model

Moderate Variety seeking buying behavior

Thank you!