BRAND VISION

• “Envisions to be the
best-selling brand
in terms of
penetrating,
boosting sales and
creating likeability
in Pakistan’s ice-
cream market.”
 

• Penetration relates to
the percentage of
potential customers
that purchase a
product. Sales
relate either to
value (the money
spent on the
product) or volume
(the quantities
BRAND ASSOCIATION
• Product
attributes:


• ‘Divine Delight’
can use a
positioning
strategy that
associates the
ice cream with
an attribute
which is
different. It has
 BRAND
ASSOCIATION
• Customer
benefits :
• Rational benefit:
Hence, the
rational benefit
would be its
creamy, soft
and tender
texture
• Psychological
benefit: ‘Divine
Delight’ incites
a feeling of
BRAND ASSOCIATION
• Use/Application: 
• Since our brand
is an ice cream,
its use is pretty
occasional.
Hence we
would be
positioning our
brand as such
that it can be
used as
desserts after
 BRAND
ASSOCIATION
• CUSTOMER
• Divine Delight’
has been
identified with
its target
segment which
consists of
young,
sophisticated
and mature
people of the
society, that
have an
 COMPETITORS
• Wall’s
• Movenpick
• Gelato Affairs
• Imported ice creams
like Häagen-Dazs,
Galaxy, etc.
 


• Hence, we would be
facing a lot of
competition, from
local and global
brands but our
main competitors
would be Wall’s,
which deals with a
range of ice
creams, including
premiums
BRAND PERSONALITY-
ENDORSER
• Linking a celebrity
with a brand can
transfer the
associations of
the celebrity to
the brand.
• Hence we’d be
using celebrities
like Iman Ali to
endorse our
brand since they
have an image of
being
sophisticated and
BRAND IDENTITY
• ‘Divine Delight’ is an
upscale brand with
a snobbish spin
• It is an indulgent
brand: a super
premium ice cream.
• As a brand, we like to
think that when
people are on a
diet, if they want to
cheat, they’re
going to go for
‘Divine Delight’
because they want
the best.
• It’s really the ice
cream lovers who
want to take that
BRAND IDENTITY
• AS A PRODUCT
• The product scope
for the brand is
ice cream,
whereas its
attributes are
soft, smooth and
creamy.
• Where quality is
concerned, the
ice cream is a
high quality,
super premium
brand of ice
 BRAND IDENTITY
• BRAND AS AN
ORGANIZATION
• So Igloo’s attributes
would be
considered here.
Igloo has been
known for
providing its
customers with the
finest quality and
the best of
quantity of ice
cream and it
promises it
 BRAND IDENTITY
• BRAND AS A
PERSON
• Brand
personality
links to the
attributes of
the brand
because the ice
cream’s classy,
sophisticated
personality
may suggest
the ice cream’s
 BRAND IDENTITY
• BRAND AS A
SYMBOL
• ‘Divine Delight’ will
be the Igloo logo,
which is to be
written in a
smaller font, and
the font type and
color of the
brand, ‘Divine
Delight’, itself.
• Igloo’s logo,
showing the
image of the
VALUE
PROPOSITION
 Functional benefits: Smooth and tasty
 Emotional benefits: Sensational,
pleasurable
 Self-expressive benefits: Posh, stylish and
sophisticated

 IDENTITY
STRUCTURE
Core Identity
1.PRODUCT ATTRIBUTE:
SMOOTH
SOFT
Identity CREAMY
sonality: Classy, sophisticated, glamorous and outgoing
2.PRICE / QUALITY
poonful of Luxury… Spoonful of Life” HIGH - PRICED
Bucket with the label ‘Divine Delight’ and picture of ice cream.
Imaan Ali
relationship: Being part of the same class (elite)
icious with chunks of rich Belgium Chocolate
BRAND POSITION
• The brand positioning
statement for
‘Divine Delight’
would be as
follows:


• ‘Divine Delight’ is an
exceptionally soft
and smooth quality
ice cream, with real
chunks of
chocolate, imported
from Belgium. Its
exquisite taste is
sensationally
appealing to the
elite. [Target:
young, mature and
POINTS OF
DIFFERENCE
“The softest and creamiest


quality ice cream with rich

Belgium chocolate.”

 BRAND
PERSONALITY
• Non-product related characteristics


• Sponsorships
• Sponsor shows like Chicago and Mama Mia by Made for Stage
Productions, as shows like these are inclined more towards the
upscale and prestigious audience which will help to enhance
the brand personality that divine delight aims to portray.
 


• Ad style
• Our ad style will have a specific personality symbol where we can
use a posh, stylish and sophisticated personality that elicits the
feeling of sensation and pleasure by indulging in Divine
Delight.
 


• Celebrity Endorser
 BRAND EQUITY - RELATIONSHIP
BASIS MODEL
DIVINE DELIGHT FORMS A FRIENDLY RELATIONSHIP


WITH ITS CUSTOMERS . THEY ENJOY EACH OTHER’S

COMPANY BECAUSE THEY SHARE SIMILAR TRAITS
ORGANIZATIONAL
ASSOCIATIONS
• As a nationwide
premium ice
cream
manufacturer
• Igloo emphasizes on
providing
consumers with
quality ice cream
with vast variety
that guarantees
consumer
satisfaction.
 ORGANIZATIONAL
ASSOCIATIONS
• Perceived Quality
 
• Igloo’s perceived quality would be used as an
organizational association by focusing on its
super premium brand Divine Delight which
would reflect Igloo’s commitment to quality
for other Igloo brands.
• We would come about this perception though
various methods such as the availability of
Divine Delight as one of the desserts on the
menu of trendy restaurants.
• This would appear as “Igloo’s Divine Delight”.
 

• Another way in which we can enhance the

quality perception of Igloo would be by
offering potential customer to try the new
super premium brand in places such as Park
 STRATEGIC
ANALYSIS
CUSTOMER ANALYSIS
 TRENDS


• Consumers buy ice-cream

in all seasons now.
However, festive
occasions like Eid
remain the best
season to achieve
higher sales.  
• Customers of ice-cream
have evolved over the
years. From initially
being a dessert served
to guests only, ice
cream is now also
associated with
snacking that might
occur at any time of
the day.
• The ice-cream business in
Pakistan is a tricky
 STRATEGIC
ANALYSIS
CUSTOMER ANALYSIS
 MOTIVATIONS


• According to a
consumer study,
impulsiveness is
now one of the
major triggers of
ice-cream
consumption.
• Especially for
‘Divine
Delight’, it’s very
important to
focus on the
 STRATEGIC
ANALYSIS
CUSTOMER ANALYSIS
 SEGMENTATION


• Our market is the

top niche of the
society.
• We will launch the
ice-cream in first
the metro cities
of Pakistan and
then gradually
expand further to
other Urban
cities.
• The ice-cream will
 STRATEGIC
COMPETITOR

ANALYSIS
ANALYSIS  BRAND IMAGE
• Wall’s is our main competitor.
Wall’s currently has over
60% of the volume share
mainly because of its
distribution muscle.
• Wall’s has better Top of mind
then Igloo.
• It has various portfolios of
brands designed towards
different target markets.  
 


• Its Paddle Pop is a kids range

having various propositions
for children. Its
Magnum/Cornetto/Feast
portfolio is the out of home
premium portfolio designed
for the richer teenagers.
 


• Wall’s is very strategic in its

planning as it has tried to be
in all ages/socio-economic
 STRATEGIC
COMPETITOR

ANALYSIS
ANALYSIS  STRENGHTS
• Extremely wide
distribution network
with ice-cream brands
to cater all socio-
economic classes.
 


• Huge budgets supporting

each brand and
capability to sustain
losses which may come
in this kind of
business.  


• High volumes to better

absorb the high Fixed
Costs associated with
the Ice-cream
business.
 STRATEGIC

ANALYSIS
COMPETITOR
 ANALYSIS
VULNERABILITIES
• Wall’s will always find it hard to have the HIGH
premium image as they would have
availability in all strata’s of Pakistan.
• In-Home category in ice-cream will always be
open to competitors as it has a smaller niche
who consume them which paves way for
‘Divine Delight’ to attain leadership.
 

• Wall’s extremely wide distribution network

which can be termed as a muscle
• Thus becomes a problem in a country like
Pakistan as because of the load shedding
problems
 STRATEGIC
ANALYSIS
EXISITNG BRAND


SELF ANALYSIS
 IMAGE
• ‘Divine Delight’ is
the high premium
ice-cream brand
which supports
“MORE is LESS”.
• It has that yum
factor which
forces consumers
to consume more
and more.
• Our advertising will
stay focused in
 STRATEGIC
ANALYSIS
SELF ANALYSIS
 BRAND HERITAGE


• Divine Delight’
brings with itself
a kind newness
which is about
the new in-
thing. Be it with
the youth or the
rich mother of
one.
   


 STRATEGIC
ANALYSIS
SELF ANALYSIS
 BRAND’S SOUL


•  The brand’s soul is

its premium
image in the
minds of the
consumers but
yet worth the
money.  

 STRATEGIC
ANALYSIS
SELF ANALYSIS
 BRAND’S STRENGHTS


•  Low competition in
this portfolio.
• Premium image
association.
• High quality
standards



 STRATEGIC
ANALYSIS
BRAND’S


SELF ANALYSIS
 WEAKNESSES
•  Wall’s presence
and affordability
higher than us.
• Initially hard to get
more Share of
Shelf than Walls.
• Limited number of
freezers to ensure
wide availability

 BRAND EXTENSIONS
Co -branding – Hershey’s


chocolate with Divine Range brand – Divine



Delight delight’s icecream cake

 ADDING SUBBRANDS
Divine Delight’s


Caramenilla-Vanilla Ice Divine Delight’s Berried



Cream with a Swirl of Treasure -Strawberry Ice

Caramel & Caramel Cream with a Swirl of
Chunks Strawberry Sauce
BRAND HIEARCHY

Corporate Brand

Product Line

Sub Brands
 BRAND SYSTEMS AUDIT
Product Categories Brands
 
  Family packs Anytime , Classique , Desire ,
Love , Hattrick , Fundge Cake ,
• Cones
Supreme , Soft N Cool , Party
Ball Top , King Cone , Royal
Cone

Cups Diet Igloo , Fundae , Large

Cup , Mini Cup

Sticks Checker , Choc Bar , Cream Pop ,

Dipsy , Holo , Kool Kulfi , Lava ,
Mamamia , Mango Magic , Planet ,
Tropica , Turtle , Water Mello
 BRAND SYSTEMS AUDIT
• Pricing


• Igloo has a range of ice creams available in

the market and so it has set the price
steps between various products in its
product line of ice cream. Igloo sets prices
of its various products on the basis of cost
differences between products, customer
evaluations of different features and
competitors’ prices.
•
 BRAND SYSTEMS AUDIT
• Distribution 
• At present, Igloo is providing
its range of ice cream to
the valuable consumer
segments through
numerous channels, which
are as follows:
 


• Trikes: Trikes are specially

designed tricycles that
indulge in door-to-door
sales activities, playing the
famous Igloo jingle.
 


• Retail Outlets: Igloo boasts

strengthening a vast
network of strategic
outlets in various cities
and towns of Pakistan
 

 BRAND SYSTEMS AUDIT
• Promotion:
• As far as advertising is concerned, the company did
advertise on television, on local as well as
international channels. Igloo also actively
participated in various events and occasions like
Eid, Basant, Valentine’s Day, Mother’s day, etc.

•
 BRAND SYSTEMS AUDIT
Brand Positioning Target Communicati Brand Recall Visibility Advertising
Segment on Spent

WALLS High Quality Upper Class Humor Very High Very High High
Effective Middle Class Emotional TV
Brand for Mothers and Functional Press
you home. youngsters Outdoor

IGLOO Quality ice Upper Class Fun based High Very Very
cream for fun Middle Class Moderate Moderate
times. TV
Press
Outdoor
 SWOT ANALYSIS
STRENGTHS WEAKNESSES

Strong brand name Vague positioning

High brand recall Lack of advertising

Extensive product line Poor packaging

High quality standards Poor promotion

Popular with traditional consumers. Mediocre brand image

OPPORTUNITIES THREATS

Growth Potential in market (annual increase New entrants

of 5.7%) Current players

Few key players Small ice cream parlors

Limited competition International brands like (Hagen Daz, Ben

Unused advertising mediums & Jerry’s etc)

Political instability

PEMRA regulations

All other desert and frozen desert

businesses.
INRODUCTION OF DIVINE
DELIGHT
• Introduction of Igloo’s Divine Delight,
which is super premium ice cream
for the upscale, will build a new
elitist image of Igloo, which will set
it apart from the rest, and will be
viewed as a high quality ice cream
for those individuals who like to
pamper themselves with only the
best. The objective is to change the
perception of the consumers.
•
 TARGET AUDIENCE
• We have identified our target to be
the young aspiring adults who are
the future of the nation and the
overall elite market, i.e. the higher
end of the market.
• Age Group: 23 to 45 years
• Gender: Male and Female
• Geographic location: Urban dwellers
(Karachi, Islamabad, Lahore)
• Income group:
• Upper middle class: 30 to 50K
• High class(elite): 50K and above

 PRODUCT IMAGE AND
PERSONALITY
• The current image as mentioned
before is that of a shabby, common
man’s ice-cream.
• With the introduction of Divine
Delight, the affluent and successful
image of the brand will be
transferred to the corporate brand
image.

 BRAND ROLES


• Where Divine Delight is expected to play

the driver role, as it would represent the
value proposition that would be central
to the purchase decision, the corporate
brand Igloo will plays an endorser role.
It would add value to Divine Delight
because it is an established, well-known
brand, and a pioneer ice cream
manufacturer operating since 1974.
 

• Divine Delight here could also play the

role of a silver-bullet as its upscale
image would be used to enhance the
image of Igloo, which is of a common
man’s ice cream.
 BRAND NAME AND
SELECTION
• Our brand’s name,
“Divine Delight”
depicts a feeling of
pleasure and
satisfaction that a
customer derives
from the ice cream.
• It creates an image of
a heavenly
appetizing
dessert/snack. The
alliteration used for
this name, i.e.
double D, would
have the potential
for attracting
customers’
attention and
hence, would make
 BRAND PACKAGING
• The packaging of
Divine Delight
would include
colors like black,
brown and blue.
• The use of the color
black would help to
convey elegance
and sophistication
of the brand to the
audience.
• Then the color brown
gives a feeling of
friendliness, a
sense of belonging
and helps
accompanying
colors appear
richer.
 BRAND SLOGAN
• The slogan for Divine Delight is:


• “Spoonful of Luxury…
Spoonful of Life”


• The slogan adopts a personality

which identifies the potential users
of Divine Delight, i.e. upscale/elite,
together with making the
consumers feel a desire for the
product.
 BRAND SYMBOL


• The visual image that

we would be using
in support for
‘Divine Delight’ will
be the Igloo logo,
which is to be
written in a smaller
font, and the font
type and color of the
brand, ‘Divine
Delight’, itself.
• Igloo’s logo, showing
the image of the
Eskimo and igloo, is
a metaphor, adding
meaning to the
symbol, as it
suggests fresh cold
 PRICING OF DIVINE
DELIGHT
• The premium price charged
would definitely attract
potential customers from the
upper class as the product
would identify with their
image.
• The price charged for a 1-litre
bucket of Divine Delight would
be between RS. 160-170.
•
 PLACEMENT OF DIVINE
DELIGHT
• Since Divine Delight will be
launched under an established
corporate brand
• Igloo, we are likely to take the risk
of making it available in the
major cities of Pakistan, such as
Karachi, Lahore and Islamabad.
• Distribution of Divine Delight will
be selective initially
• In the sense that it would be made
available at specific
supermarkets such as Agha’s,
 EXECUTION
CREATIVE BRIEF
• To create an advertisement to launch Igloo’s
‘Devine Delight’ and establish it as the
creamy, soft and premium ice-cream which
gives a feeling of pleasure and excitement.
 

• To create a premium image of the brand through

a creative execution depicting a target market
which is young and sophisticated.  
• ‘Devine Delight’ is focused to the top niche of
the market which should be showcased in the
Ad.
 

• ‘Devine Delight’ is an ice-cream which should be

consumed after meals and should give a high
level of pleasure to its consumer.
 EXECUTION
CUSTOMER VALUE , BELIEFS, INTEREST AND


ACTIVITIES
•
• Our consumers are young with high buying power
who would invest more money to buy a premium
ice-cream.
 

• They believe that a ice-cream which is rich in taste is

worth spending the money on.
 

• Their interests lies in having a healthy lifestyle,

looking good and being individuals who are looked
upon by other people.
 

• Our consumers fall in the category of people who

enjoy eating out be it for food or going to ice-
cream parlors. They would want an alternate
option of an ice-cream parlor to having an ice-
cream which can be consumed at home or served
 EXECUTION
• Devine Delight also • CUSTOMER SWEET
comes across as SPOT
the ice-cream
which our
consumers will
have after their
meals or during
the time when
they look in the
refrigerator in
hope to find
something to eat.
• The packaging of
Devine Delight
will impulsively
motivate them to
pick up a spoon
and enjoy the
 EXECUTION
 DRIVING IDEA
 “An ice-cream parlor at your
home!”


• Our driving idea establishes the

idea that
 instead of going to an ice-cream
parlor to enjoy a premium cup of ice-
cream
• You can now enjoy by having ‘Divine
Delight’ at your home which is
 EXECUTION
 BRAND BUILDING • TV Ad
PROGRAMS AROUND THE – An advertisement
DRIVING IDEA which shows a
rich/urban family
or a model
enjoying ‘Divine
Delight’ at home
as they would
have in an ice-
cream parlor.
– It also shows that
being in-home
gives you the
flexibility to use
different syrups
and customizing
the ice-cream for
the kids and the
husbands in a
different way.
– And after having
the ice-cream
 EXECUTION
BRAND BUILDING


PROGRAMS AROUND
THE DRIVING IDEA
• Print Ad
– The Print
Advertisement
would establish
the same theme
of the TV
advertisement,
an image which
shows a family
or a model from
the urban
enjoying ‘Divine
Delight’ at
home. This
would give an
ice-parlor-like
background
 EXECUTION
• Activation
– An activation designed to create a
parlor like place in the top malls
where Divine Delight would be
offered for free to establish the Ice-
cream parlor association with and to
generate trial.
 

• Trade Activation
– Trade incentives would be given such
as shop branding, merchandizing etc
to give the traders an incentive to
give good opinion about our brand
and also to help the traders make
 EXECUTION
• Media Strategy


– Our Ads will be

focused more
on the satellite
channels
– We will invest
more in the
entertainment
channels as
they are the
ones which our
target market
sees the most.
– We will also be
present in the
cooking
channels and
sponsor
programs on
 EXECUTION
• Print Strategy


– To be present in
the top end
magazines just
to create
recall of our
brand and give
that premium
image
associated
with the brand
itself.
– To keep a 90-10
split between
our media and
print strategy
 EXECUTION
• Outdoor Strategy
 

– To come with a
*BANG* and have
high visibility
across different
areas especially in
the elite areas
near restaurants
for a month. We
don’t want to be in
outdoors for more
than a month as
Outdoor then
becomes a piece of
the outdoor
imagery and loses
its focus and
effectiveness.

– Outdoors can be a
little expensive if
done for too long.
So we want to
 EXECUTION
• Activation Rollout


– Activations can be expensive and we

are aware of that. So our activation’s
success would be to touch as many
contacts as possible. And since we
are aware that you can touch just a
certain number of customers by the
whole ice-cream parlor experience we
want to capture this on video and run
this as part of our PR campaign on
different cable channels regionally
focused.
– This would help in amplifying the
whole Activation experience which
 EXECUTION
• Trade Strategy


– To give the
trade a trade
offer to push
sales and for
them to invest
in keeping
high stocks of
your product.

– To later give a
consumer
promotion
when your
product is
QUARTERLY PLAN FOR
2 YRS
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011

TV Advertisement New TV Advertisement

Print Print

Outdoor Outdoor Outdoor Outdoor

Activation

Trade Promotion Eid Consumer Promotion

Promotion