IGLOO

Submitted To:

SOBIA SHAUKAT

Submitted By:

RAFIA NASEER
(2125)
SALIK ASHRAFI
(2195)

Submission Date:
JANUARY 12, 2004
 ACKNOWLEDGEMENT

1st We would like to thank miss SOBIA SHAUKAT for being a

wonderful teacher with a difference. Also for her
understanding individual students and motivating them to
achieve understanding of a course we all thought fairly
difficult to say the least.

Thank you ma’am, we apologize for any mistakes in the

following report. We have given it our best shot.

2nd WE would also like to thank all the staff of the company
who helped us in compiling the answers required for this
report. Special thanks to HATIM SHAIKH FAKHRUDDIN (BRAND
MANAGER), he was really helpful and really cooperated with us.
Even though we went to him at a very short notice.

We would also like to thank MOHSIN TELI (owner of Pakistan

dairy products (pvt) ltd)

And last but not the least we would like to thank our family
and friends who arranged for us to go to the company and
meet people concerned with our report. With their help and
criticism our report would not have turned out to be so
polished.

Sincerely,
RAFIA
NASEER
SALIK
ASHRAFI
 LETTER OF TRANSMITTAL

Miss SOBIA SHAUKAT

Instructress
CBM, korangi creek, Karachi.
12TH January 2004.

Dear Madam,

We are pleased to inform you that the marketing report you

assigned for 12TH January 2004 has been completed.

We have chosen IGLOOS COOKIES N CREAM as topic for the

report. This report as per your instruction has covered all the
authentic areas of concern and contains all the relevant
information about the companies MARKETING environment,
marketing mix in detail, competitor’s analysis, etc.

We would dearly like to thank you for the faith you showed in
our capabilities & the encouragement you gave us when
assigning us the report.

In this report you will experience concise idea about this

report in the executive summary attached. We have tried our
best to gather as much information as possible. All rules and
regulations for the preparation of the formal & marketing
report have been taken into consideration.

If there is anything else you wish to know. We will be glad to

assist.

Thank
you;

RAF
IA NASEER
(2125)
SAL
IK ASHRAFI

(2195)

LETTER OF AUTHORIZATION

Dear reader
12TH January 2004.

The report prepared on IGLOO: COOKIES N CREAM was

assigned by miss Sobia Shaukat faculty member at the
institute of business management as the requirement of the
course, principles of marketing and submitted on 12TH January
2004.

We were required to select a product for the term report,

which should contain the following topics: introduction to
company, mission statement, marketing environment, target
market, market positioning, marketing mix, product mix,
competitor’s analysis.

The overall discussion that took place is mentioned and

explained in detail in this report, which has formatted in
accordance with the format given to us.

We have acquired great knowledge while conducting the

research and preparing this report for which once again we are
obliged to you.

RAFIA
NASEER
(21
25)
SALIK
ASHRAFI
 (21
95)

TABLE OF CONTENTS
Title Fly.................................….. I
Title Page...............................…. II
Letter of Transmittal.............…...III
Letter of authorization…………..….IV
Acknowledgement...............……...V
Executive Summary..............…....VI
Table of Contents...................….VII

1.0.0 introduction to IGLOO

1.1 company background ………………………………….2
1.2 mission statement …………………………………………………….3
1.3 objectives of IGLOO………………………………………………………3

2.0.0 environmental factors affecting IGLOO

2.1 demographic
2.2 psychograhic
2.3 economic
2.4 technological
2.5 social-cultural
2.6 political

3.0.0 target market

4.0.0 market positioning statement

4.1 competitions: head on

5.0.0 market share

6.0.0 SWOT analysis
 6.1 strengths
6.2 Weakness
6.3 opportunities
6.4 threats

7.0.0 current marketing mix of cookies n cream

7.1 products
 Levels of product
 Bcg (Boston Consulting Group) matrix
 Classification of product
 Ansoff matrix
 Product lifecycle
 Perceptual map of cookies n cream
 Product mix
7.2 prices
 Pricing approaches
 Pricing strategies
7.3 places
 Distribution network
7.4 promotions
8.0.0 competitor’s analysis
8.1 competitors of cookies n cream
 Walls
 Other competition
9.0.0 recommendation n conclusions
 Product
 New positioning statement
10.0.0 references………………………………………..…………………………
16

TABLE OF ILLUSTRATION

1. Objective of igloo company

2. Target market chart
3. Competition head on chart
4. Market share pie chart
5. Swot analysis chart
6. Bcg matrix
7. Ansoff matrix
8. Perceptual map
9. Product mix chart
10. Distribution network
 INTRODUCTION
Ice cream signifies merriment, joy and happiness and is
cherished by people of all age groups all over the globe.
Consumers relish this immensely popular year round product
with a demand spreading over various social segments
throughout the seasons. Ice cream is a source of great
merriment and delight with a rich and creamy taste,
complemented by the nutritional nature of its ingredients like
milk and butter. Keeping a health perspective in prime focus,
only a few companies are dedicating their efforts to produce
ice cream loaded with fun and nutrition.

Companies have been trying to find new and better ways to

market and make their products available to the consumers.
Similarly Pakistan Dairy Products is a pioneer in introducing
ice cream. Amongst these companies, IGLOO stands out as an
unparallel provider of value through its enticing array of ice
cream flavors in a sumptuous assortment to appeal diversified
consumer tastes. All along, it has hallmarks a gigantic market
presence as a household celebrated brand.

COMPANY BACKGROUND

Operating under the aegis of Pakistan dairy products since 1976,

IGLOO ice cream is the pioneer ice cream manufacturer in Pakistan. As
a nation wide premium ice cream manufacturer, their emphasis has
always been on providing consumers with quality ice cream with a vast
variety that guarantees consumer satisfaction. The company operates
from Karachi; however its distribution network covers a vast area of
Sindh and balochistan. IGLOO stepped into the new millennium with a
renewed vigor and commitment to provide value and quality to
consumers as well as its dealers. IGLOO uses the choicest ingredients
with imported milk and butter offering different variations to suit the
consumer’s tastes and demands. The constant stream of new products
and promotion schemes launched since last two years can complement
this.

Specially designed tricycles that go from door to door, playing the

famous IGLOO jingle, while selling the delicious products. IGLOO
boosts a cosmic network of outlets located inside and outside Karachi
that offers quality, taste, value and affordability all the time.

Keeping abreast with the changing trends, IGLOO has recently

established ice cream parlours in various localities, under the name of
‘DIP SHOP”, that offer ice cream in a variety of flavours along with
decorative toppings and very reasonable prices.

IGLOO is a supplier of superior quality ice cream to many renowned

restaurants and hotels of Pakistan. This is yet another reflection of
Igloo’s determination and commitment to provide quality and taste to
all. On the whole, 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. The company’s focus is directed towards the packaging as well
as the pricing of the products, making all its products easily affordable
for the masses. Igloo’s strategy is highly consumer-orientated and it
eaves no stone unturned to fulfill its promise of being the “Ice Cream
Full Of Fun”

Igloo’s product portfolio is continuously expanding and promises to

provide consumers with unmatched flavours and product innovations.
IGLOO emphasizes on providing consumers with quality and a vast
variety of ice cream assortments for maximum enjoyment. 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. these packs are
available in exclusively produced reusable plastic bowls. The supreme
range has become a major household favourite all over Pakistan.

Besides IGLOO also offers other variety of exclusive products for all
kinds of generations to enjoy. With ever-expanding range of products
and flavours, and innovate sales techniques, IGLOO now stands at par
with the best in the country.
 MISSION STATEMENT

“ TO PROVIDE QUALITY ICE CREAM FULL OF NUTRITION, FUN

& 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.

THE PRODUCT RANGE

Out of largely consumed range of scrumptious products, the supreme ice cream range
is a market winner with its multitude of exceptional and unmatched flavors such as
COOKIES N CREAM, available in the one litres category with reusable plastic bowls.
The brand enjoys a continuous consumer drive towards its offerings due to its strategic
approach and strong market impact in terms of differential variety and quality products.

On the whole, IGLOO has the strongest and most delicious ice cream portfolio
amongst its competitors!

“Our aim is for our brand

OBJECTIVES OF THE IGLOO COMPANY

 To capture a large share of the mass market.

To provide maximum customer satisfaction.

To meet the highest international standards of

quality.

Commitment to having a highest level of quality.

MARKETING ENVIRONMENTAL FACTORS

AFFECTING IGLOO
The company’s macro and micro factors encircle a vital role in shaping
the opportunities & aiding the company to act accordingly. These are
the aspects, which are beyond control of any business and must be
taken into account. It can be taken as a trend-watcher in the
demographic, economic, natural, technological, social-cultural,
political-legal areas. All these environments need to be dealt
separately before launching or manipulating any variable in the
business. Taking our product in account these macro economic factors
influence our product as follows:

DEMOGRAPHIC ENVIRONMENT:

After analyzing the market IGLOO saw that consumers wanted some
extraordinary flavor, different from what all the companies were
making. So IGLOO thought of COOKIES N CREAM. This is a very much
demanded products category. Ice cream is like by anyone and anyone.
For our product we plan to capture both young and old market. Cookies
n cream is portrays family love.

PSYCOGRAPHIC ENVIRONMENT:

After thinking of this product the major concern was of WHICH COOKIE
was to be used in the ice cream. Imported Oreo or local rite. So it was
decided that Oreo would be used because it already has its own
market. Apart from that it’s a premium cookie, well known for its
quality and taste. From psychographic point of view, consumer’s
perception of a premium cookie was taken into consideration. People
are very status conscious so by using Oreo in cookies n cream we have
provided them the status and quality both.

ECONOMIC FACTORS:

By creating cookies n cream, we are targeting the upper & upper

middle class. It’s basically a product, which is worth Rs 115/-.

TECHNOLOGICAL FACTORS:

Usage of a good & new technology for better quality, day by day
technology advances and to keep up with this, the company has to be
at its best to compete with its competitors. Igloo has ordered new
machinery from abroad to reduce the time it takes to make the ice
cream. With the use of new technology the ice cream will be even
made in less cost.

SOCIAL-CULTURAL FACTORS:

This being a general commodity doesn’t hold any major cultural

barriers. Almost every individual desires ice cream. The ingredients
would have caused problems if they weren’t halal. Due to good
exposure through advertising and other promotions nothing has
affected this product.

POLITICAL FACTORS:

As businesses are strongly affected by political & legal environment,

which encircles changes in laws, government agencies, pressure
groups. After the September 11th events, it is hard to receive loans
from banks as they are restricting their cash outflows, but due to the
company’s goodwill this matter is not a major threat for us.

The milk and cookies are imported from abroad, but due to war on Iraq
and Afghanistan there is a treat of restrictions on imports. This would
cause problems for IGLOO.

Although the positive features are that the government is laying a lot
of emphasis on locally produced items. Thus Igloo Company has and
overhand on this factor. They produce locally, except for that they use
imported ingredients!

TARGET MARKET
People living in urban dwells of Pakistan belonging to middle and upper class
who shop in categories A & B retail outlets. Our target market is mostly
young and energetic people and oldies as well who are fun loving, family
loving and extrovert. This group is both male & female, aged 16-50. Members
of this group purchase ice cream for different occasions, they want that type
of ice cream that give them enough opportunity to indulge their feelings and
emotions in an unusual and special way.

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
Region • All.
City • Concentrated in Hyderabad and Karachi.
Density • Urban.
Climate • Southern (moderate).

MARKET POSITIONING STATEMENT

Our brand will be positioned as most convenient ice cream

because it offers the best selection. There is a sense of
reliability, comfort, and confidence in knowing that “ ICE
CREAM FULL OF FUN ” will always be there to cheer you up,
and provide you the best taste.

COMPETITION: HEAD ON
 IGLOO ICE CREAM WALLS ICE CREAM

Innovators of COOKIES n CREAM. Followers of COOKIES N CREAM.

Pioneers in plastic packaging. No plastic packaging.

Poor financial backing (private). Strong financial backing (MNC).

Concentrated in only hyderabad & Overall market presence.

Karachi.
Distributors are Very large in
Very few distributors. number.

MARKET SHARE
 Ice Cream Category Market
Shares

13%

15% Walls
Igloo
Others
72%

The ‘SWOT’ Analysis

We have prepared the following SWOT Analysis for igloo.
STRENGTHS:
• Brand Image.
• Brand recall is high.
• Quality is one of the best in the market
• Large variety.
• 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.
• Igloo’s distribution network is extremely strong among the other ice-cream
brand brands available in the market.
• Another major strength of igloo emerges from the fact that it has the
maximum of the market share in Pakistan concerning cookies n cream.
• Igloo is not new to the quality ice-cream market. Before it launched other
ice cream flavours in the same category” supreme”, the company had an
existing range of ice cream catering to different international markets.
• It is perceived by the consumers to be a brand that focuses on family
values, on care and most importantly quality.
• It has developed a name for itself in the food market of providing premium,
high quality and safe products.
•

OPPORTUNITIES:
• Westernization of Pakistani Society
• Relatively good growth of market
• A major opportunity for igloo exists in the ice cream industry. It could
position itself as a strong alternative to ice cream parlours by providing the
same range of flavours and variety.
• Igloo could introduce a variant of its existing product such as sugar free and
low calory ice cream.
• Igloo could still improve its distribution network. Presently igloo mainly
caters to Karachi and Hyderabad outlets. Igloo should help broaden the
consumer base for the product and develop new markets.
• An open avenue for igloo exists in the area of event sponsorships.
• A very important opportunity for improving igloos image could come from
social cause marketing.
WEAKNESSES:
• Lack of focus due to multiple brands.
• Unhealthy competition in the corporate culture.
• DIRECT competition from Walls and Yummy.
• Igloo must concentrate on heavy promotional advertising in order to maintain
its market share. More enthusiastic efforts need to be carried out.

THREATS:
• Threat of bigger competition in the next two years, new entrants of course poses a
forever-occurring threat.
• Instability of Pakistan’s Political system.
• Keeping in view the current world affairs specially the Afghan war, Iraq war
and the extent of international involvement it could be a possibility that
imports into the country are stopped. This would mean that raw material
supply of OREO cookies for igloo would be interrupted.

*---------------------------------------------------------------------------------------------------------
*

CURRENT MARKETING MIX of

 COOKIES N CREAM
A. PRODUCT: IGLOO SUPREME ICE CREAM (SPECIAL
EDITION).
A mouth-watering combination of Oreo cookies & rich ice cream!
Real Oreo cookies, stabilizers, emulsifiers, food colors and flavours.
Made with pure milk & butter. Company price Rs 98.50/-, retail price
Rs 100/-, sales tax Rs 15/-, and consumer price Rs 115/-.

LEVELS OF PRODUCT:
1. CORE PRODUCT: ice cream
2. ACTUAL PRODUCT: the brand name COOKIES N CREAM, imported
OREO COOKIES, vanilla ice cream, the unique and eye-catching
packaging.
3. AUGMENTED PRODUCT: guaranteed satisfaction, and the
customer services center, to call if consumers are dissatisfied or
have questions.

*--------------------------------------------------------------------------------------------------------*
 BCG MATRIX: Igloo ice cream product line:

RELATIVE MARKET SHARE

High Low
MARKET GROWTH RATE

High

COOKIES N
CREAM
Low

 CLASSIFICATION OF PRODUCT:
The product can be classified as a convenience product but some
consumers may also take it as a shopping product. It is a convenience
product because little planning is done and there is little comparison
and low shopping effort involved. The reason it may also be called a
shopping product is that it is not so frequently purchased and the
consumer may be double-minded to purchase some other brands
available. Also the price is higher as compared to other FLAVOURS in
the SAME brand.

*--------------------------------------------------------------------------------------------------------*

 ANSOFF MATRIX (STRATEGY EMPLOYED):

Igloo has adopted a strategy for company growth by offering a new
product to its current market segment.
EXISTING NEW PRODUCTS
PRODUCTS
EXISTING Market Penetration Product
MARKETS Development:
COOKIES N CREAM
NEW MARKETS Market Development Diversification

*--------------------------------------------------------------------------------------------------
------*

PRODUCT LIFE CYCLE:

Basically Ice Creams after being manufactured remain in the same

good premium quality till a period of 20-25 days. After the time elapses
the quality starts detoriating and the taste never remains the same. So
the companies have to make sure that in order to maintain the same
quality

They change the product that has neared its due date and replace it
with the new ones so as to satisfy customer.
If one looks at a category, the product life cycle seems to be an
important determinant for all sorts of decisions. These may involve
pricing, promotion, marketing etc. Generally a product should be kept
in the growth stage as long as possible.

If we look at our product COOKIES N CREAM, it is in the GROWTH

stage. However we feel that due to the amount of awareness in the
market, and the sales figures crossing targets, the product can be seen
in the MATURITY stage. This assumption is very important, as all the
strategies would be affected by this decision. In the market, growth is
also associated with increase in sales. This leads to the market
becoming more attractive.

*---------------------------------------------------------------------------------------------
*

PERCEPTUAL MAP OF THE PRODUCT (COOKIES

n CREAM)
HIGH QUALITY

IGLOO
(COOKIES n
CREAM)

LOW QUALITY

*--------------------------------------------------------------------------------------------------
----*

PRODUCT MIX
RANGE SIZE FLAVOURS
(LITRE)/RS
.
1) 1 LITRE Peach, White vanilla, Shahi kulfa,
CLASSIQUE RS65/- Pistachio, Chocolate, Orange, Pineapple,
½ LITRE Mango, Pine Cool, Strawberry, Tutti fruti.
RS35/-
2) SUPREME 1 LITRE Strawberries n cream, vanilla n chocolate
RS 100-115/- fudge, chocolate & chocolate chip, choc o
mint, pinacolada, caramel crunch, pista
nut, mango n cream, dates n almonds,
blue berries n cream, butter scotch n
cream, coffee, chocolate crispy,
strawberry cheese cake, Coffee Toffee
COOKIES n CREAM.
3) FUNDAE RS 20/- Chocolate, strawberry, pineapple.
CUP
4) SLICES ------------- Vanilla, Shahi kulfa, Pistachio, Chocolate,
Mango, Strawberry.
5) LOVE, 1 LITRE Strawberry n vanilla, chocolate n vanilla,
DESIRE, RS 65/- banana n toffee.
BANANA
REPUBLIC.
6) 1 LITRE Shahi kulfa, chocolate chip, mango.
TEMPTATIO RS8O/-
NS ½ LITRE
RS50/-
7) IGLOO 10 LITRE ALL scoops available in 10-litre packing.
-------------- (An average of 100 scoops in each
packing)
8) LARGE RS 15/ Vanilla, chocolate, mango, Tutti fruti,
CUP Shahi kulfa.
9) MINI CUP RS 10/- Vanilla, orange, strawberry, pistachio.
10) CONES RS 15-20/- King cone, Royal Butterscotch Cone &
royal cone.
11) DIET RS 22/- Vanilla & strawberry.
IGLOOS
12) OTHERS RS 5-10/- CREAM POP (vanilla), MAMAMIA,
INCLUDE TROPICA, KOOL KULFI, SIGNAL POP, REAL
FALSa BAR, CHECKER, TURTLE, CHOC
ICE, CHOC BAR.
13) CAKE RS 160/- --------------------------------------------
14) FAMILY RS 110/- The Real Ice Cream Cake
DELIGHT
B. PRICE
The COOKIES n CREAM ice cream pack is available for rs.115. It is a
very reasonable price charged by igloo because of the imported milk
and cookies used in it.
This price is set after giving a discount/ allowance of 17% to the
retailers.

 PRICING APPROACH INVOLVED:

The pricing approach involved is VALUE BASED. COOKIES N CREAM
has set price based on the consumers’ perceptions. In other words
they are offering just the right combination of quality and a good
product at a fair price.

 PRICING STRATEGY INVOLVED:

The pricing strategy involved is PRODUCT LINE 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.
This strategy has been employed because of the cost differences
between the products, customer evaluations of different features; and
competitors’ prices. The various products in the product line are of
100rs whereas for cookies n cream they are charging 115rs;this is due
to the fact that they are using premium cookies (imported cookies:
Oreo).

*--------------------------------------------------------------------------------------------------
---*

C. PLACE
Ice-Cream industry comprises of wrapped impulse and multi pack
family markets. Both are equally potential markets having many
competitors from local to multinational firms. Sellers try to develop
differentiated offers for the different customer segments and for this
purpose it would be hard to find a premium ice cream like COOKIES N
CREAM in a small general store in old city or Malir since quality tends
to deteoriate. Therefore adequate distribution is necessary so that the
target market tends to get COOKIES N CREAM suppliers from the
COOKIES N CREAM is distributed directly by IGLOO and no external
distributors are used.
 Many Ice-Cream firms give free deep freezers to the retailers so as
to promote sales and usage of their product. IGLOO did this very
extensively
Having 2000 deep freezers in over all Sindh and 3000 deep freezers In
Karachi. The retailers are forbidden to put the products of their
competitors in these freezers. A sticker showing all the product line of
the firm is present on almost sides of the freezer so that customers
know which are the other flavors and other new Ice-Creams introduced
by the company.

Credit policy is given under various circumstances and policies are

made lenient during low sales seasons. Discounts and allowances are
also common and special promotional prices are also given to stores
having high daily sales and goodwill. The price prevailing of the
competitor’s products in the Ice-Cream industry helps a great deal as
to promotional and pricing strategies to adopt.

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 designes 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.
 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 PARLOURS: 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 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 a revelation too igloo’s uplifting determination and
promising commitment to provide products f superior quality
and taste to all.
 DISTRIBUTION NETWORK OF COOKIES N CREAM

IGLOO
(PRODUCER)

IGLOO own
Distribution system

Retailers
(COOKIES N CREAM)

FIANL
CONSUMERS

D. PROMOTION
We consider this to be the key element in the marketing mix for
our product. Our consumer is not highly price conscious.

As far as the advertising is concerned, the company did advertise on

TV not only on local channels but also on Indian channels example
STAR PLUS. There were a few reasons for that. First and foremost, how
much of the target market would be reached by TV advertising for this
brand was high. The reason being that the target market of COOKIES N
CREAM would mostly be engaged in watching satellite TV families
watching news would see the ad on GEO NEWS, WOMEN watching
PLAYS would watch the ad on STAR PLUS and old people watching
Pakistani channels would also get the message.
 Just after 2months the product was to be launched, Yummy and
walls resorted to making the same flavor of ice cream.

IGLOO has also promoted COOKIES N CREAM on print media, radio,

hoardings and magazines.

The final goal of the advertising was to introduce trial amongst the
target market. However now there is good awareness of the brand in
the market.

The next ad would focus on motivation for the consumer to buy a

COOKIES N CREAM. Benefits of the product or any promotion could
be included. This ad will have to blend in the life style of the consumer
and thus will reflect a few things the people in the target market
actually do. The point to remember and emphasize on is that
COOKIES N CREAM is about family love.

IGLOO also actively participate in all the important events and

occasions of the calendar year which includes:
Eid
Basant
Valentines Day
Mothers Day

*--------------------------------------------------------------------------------------------------
-*

COMPETITOR ANALYSIS
“By knowing our Competitors we may be able to predict their
next moves,
exploit their weaknesses and undermine their strengths.”

Marketing should include competitor analysis. And while doing this,

the following questions should be answered:

Who are your competitors? What customer needs and preferences

is you competing to meet? What are the similarities and differences
between their products/services and yours? What are the strengths
and weaknesses of each of their products and services? How do their
prices compare to yours? How are they doing overall? How do you plan
to compete? Offer better quality services? Lower prices? More support?
Easier access to services? How are you uniquely suited to compete
with them?

Competitors of COOKIES N CREAM:

In order to define the correct set of competition for our product, we
need to take into consideration a few things. First and foremost the
kind of competition we will focus on.

Competitors for IGLOO in general are many; in fact they include all
the ice cream providers. However for COOKIES N CREAM we would like
to define our competition strictly in terms of the target market. In this
definition we would consider the product category level.
In general the list of competitors would include the following.
 WALLS cookies n cream
 Moven Pick Ice cream
 Snoopy Ice cream parlor
 Gelato Affairs Ice cream parlor
 Imported Ice creams like Haagen Daaz, Dove, and galaxy available
at places like Aghas

In this list we consider WALLS cookies n cream to be our main

competitor due to similar attributes of the product and a very similar
target market.

For the purpose of analysis we will group the competitors into two.
First we would discuss our main competitor i.e. WALLS cookies n cream
and then the rest in one group.

WALLS: COOKIES N CREAM.

General Information About WALLS
This is a product of lever brothers Pakistan limited (makers of walls
Ice cream) and have positioned themselves as the main competitors of
igloo COOKIES N CREAM. At the time of launch of WALLS COOKIES N
CREAM. The main aim was to counter the growing market share of the
ice cream market by IGLOO. The core business of WALLS is that of take
home liter packs, imported premium ice cream bar, MAGNUM, lollies,
etc.
Product
Walls cookies n cream is very similar to igloo cookies n cream.
When it comes to product attributes. It is the same cookie and vanilla
flavor. However, igloo claims that it has one particular advantage over
walls in terms of product attributes. Also they emphasize that the
quality of igloo is much better than walls.

Price
Consumers prefer to buy a igloo’s cookies rather than an walls
cookies n cream. Even if they do have to pay a little extra than the
remaining range.

As per now we forecast Igloo to continue with its current strategy in

terms of price. Frankly there isn’t much walls can do here with this
marketing mix variable of price.

Promotion
Even though walls have spent a lot of bundle on advertising, still it
has not been able to gain igloos market share for this particular
product.

Place
In terms of price walls followed the same strategy as igloo. The
distribution was limited and it was only made available at selected
places.

Other Competition
As mentioned earlier in our list of competitors we consider foreign
chains and ice cream parlors to be some source of competition for us.
These parlors or products basically provide choice to the consumer for
satisfying their need for ice cream. We mentioned earlier that these
competitors have to be monitored in terms of market entry distribution
etc. For Example: Moven pick has an Ice Cream parlor at park Towers.
This needs to be analyzed as to its impact on the sales of igloo cookies
n cream. Also small packs of Moven Pick are available at few locations
with the smallest pack costing Rs 55. Even though this product is
priced above cookies n cream, it can pose to be a serious threat. Other
competitors as mentioned include ice cream parlors like Gelato Affairs,
Snoopy etc. The problem with these companies is that they cannot
create awareness like igloo. People will only come there if they know
about it. Amongst the ones mentioned snoopy is the oldest and has the
greatest no of outlets.
The advantage these parlors have is that of the atmosphere. They
provide not only ice cream but also a place to sit. No company selling
an OTC product can offer that.

One other small source of competition is the foreign ice creams

available at places like Aghas. These are priced very high and this
makes them a source of very little competition for our product.

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RECOMMENDATIONS & CONCLUSIONS

The major point that we consider is that igloo should become
an ISD, so that they can import their ice cream on a broader
scale.

Product
More emphasis has to be placed on promoting the product and
increasing brand awareness and brand recall rather than trying to
modify a product that is already doing quite well as per expectations,
objectives and targets set by the company. Long-term suggestions are
such that we feel igloo should look into more flavors as are available
abroad.

New Positioning Statement:

We have come up with two new positioning statements for COOKIES N
CRTEAM:
1) “Great for your heart.”

2) “The ice cream with more taste.”

Igloo Pakistan is a giant in the market. In general we would like to

present the following suggestions if COOKIES N CRTEAM is to stay in
the market
 Igloo needs to concentrate a bit on its distribution strategy and
increase the availability at unique places like clubs.
 The consumers received the concept of Brand Experience but
still if the new users are to be motivated, the ad campaign
should be made more attractive.
 If no motivation is provided to the consumers, they will not buy
any more COOKIES N CRTEAM.
 The company will have to consider television advertising as a
long run strategy. However this should be done after there is no
chance amongst the consumers.

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