HICO Ice Cream

Consumer Behavior Project

Jahanzeb Aamir
Saad Ali Khan
Noor Fatima
Sidra Baig
Hera Qasim

Submitted to:
Tania Hassan
2nd November.2014
Lahore School of Economics

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Table of Contents

Product...................................................................................................................... 4
Price......................................................................................................................... 4
Placement................................................................................................................... 4
Positioning.................................................................................................................. 4
Weak positioning.......................................................................................................... 5
Weak Marketing........................................................................................................... 6
Limited capacity........................................................................................................... 6
Limited Distribution Network.......................................................................................... 7
Limited Exciting Flavors................................................................................................ 7
Methodology.................................................................................................................. 8
Analysis........................................................................................................................ 8
Consumer Survey Research Findings................................................................................. 8
Retailer Interview Research Findings...............................................................................14
Product.................................................................................................................. 16
Price................................................................................................................... 16
Place...................................................................................................................... 16
Target Market:.......................................................................................................... 16
Promotion................................................................................................................. 16
Bant Lo Khushiyan Campaign................................................................................ 16
Sales Promotion..................................................................................................... 17
Personnel Selling................................................................................................... 17
Direct Marketing.................................................................................................... 17
Cheeni Free Campaign.......................................................................................... 18
Public Relation and Publicity.................................................................................. 18
Interactive/Web Marketing.................................................................................... 18
Viral Campaigns.................................................................................................... 18
Appendix.................................................................................................................. 19

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Hico Ice-Cream
Hico ice-cream was the first ice cream company in Pakistan although it is an established brand
but its positioning in the minds of consumers is very weak. It is manufactured by Pakistan Fruit
Juice Co. (Pvt.) Ltd., which was established in 1952, brand Hico has been well established since
1958. It has a fully automatic ice cream manufacturing facility, and has a production capacity
capable of producing more than 4.5 million liters of dairy ice cream a year.
Hico Ice Cream is one of the few brands in Pakistan which manufacture 100% pure dairy ice
cream. This makes for a healthier alternative. Hico Ice Cream produces a variety of flavors
including chocolate, vanilla, mango, strawberry, pineapple, apple, and orange. It is also
responsible for the production of several other more premium flavors, such as Tutee fruity.
Perhaps its most respected flavors is praline. Companys strong but small distribution and
marketing network guarantees consumer satisfaction and brand loyalty. Though Hico Ice Cream
has a small sales network, Hico's ice cream flawless quality challenges big names like Walls or
Omore which have a stronger sales network and more publicity. Once someone tastes the quality
of Hico ice cream, he/she becomes a loyal fan.
Many consumers take Hico ice-creams as a second choice and mostly will not even make a
repeat purchase. Hico has a strong institutional buyer base. Strength of Hico lies in the strong
family take away packs segment. Its buckets and other family packs are a prime choice among
many families of Pakistan. We have identified that marketing is critical to its success in
consumer sector and future profitability. The basic market needs are high quality, innovative
tastes and easy availability. For that, a proper marketing plan, execution and control would be
required.

Current Positioning
Many ice cream brands of Pakistan which have failed have not always been innovative
companies that possessed the ability to adapt quickly though changing trends and consumers
tastes. Although many competitors like Walls have been able to adapt even to the changes of the
World Wars and Great Depression. Walls has re-positioned its line of ice cream products from
its traditional persona to something cool and trendy. However, Hico has failed to that as well.
Product
The strength of Hico ice cream is that it is one of the only brands in Pakistan to manufacture
dairy ice cream. Despite all the issues the company is facing and its lagging behind of
competition, Hico is considered the favorite brand of ice cream in its hometown, Lahore.
Hico has only two products in the market both of them are medium time consumables but can
also be stored for long durations if shut air tight. They are its ice cream and ice-lollies. The main
focus of the brand is on its ice cream which is available in a very wide variety of unique and
tantalizing flavors. These include Chocolate, Chocolate fudge, Chocolate Chip, Coffee, Cookies
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and cream, Mango, Pistachio, Praline, Strawberry, Tutti Frutti, Vanilla and Kulfa. The Ice lollies
are in Apple, Orange and Pine apple flavors. Hicos main focus however is on high quality
standard, with their pure milk dairy ice-cream which they try to maintain throughout Pakistan.
All of their ice creams have an appealing and wide variety of packaging but that definitely lags
behind the competitive packaging and other techniques of competitors. They offer Small Packs,
Sticks, Cones and 0.1 liter cups.
Price
Being, a national company it charges low prices than its major competitors. They also charge a
sales tax along with the retail price. However, ethically they should be aying these taxes out of
their own profits and not through customers' pockets.
Placement
The supply for Hico is low as compared to its demand caused by its nature of being pure. This is
due to the budget getting short for expenses. Furthermore, it has a share of 10% from the total
market segment of ice cream users.
The question of target market is a key to market success as they can provide new horizons and on
the other hand a wrong selection can play mayhem with a companys resources and profitability
position. Earlier there was not even any clearly defined target market by the management of Hico
Company and no segmentation was done either. However, they have somewhat established a
marketing department now and segmented their target market on geographic, demographic and
behavioral basis.
Positioning
Hico does not do proper formal advertising through TV, internet, radio etc; the most common
mediums of communicating with mass audiences targeted by Hico. However, it does print some
ads on some magazines and sometimes, uses local cable channels for advertising.
The key strength of Hico ice-creams is its heritage. According to companies management
institutional buyers and general consumers use to queue outside the factory and get there icecream. Even today Hico has very good reputation among the bulk quantity or B2B buyers.
Freddies caf and Pearl Continental are also in the list of its buyers enjoying high customer
loyalty among these consumers. Hico can well use this in its ads to cash its competitive
advantage.
Another of key strengths is Hicos family take away packs and its product with unique flavors
like Paraline and Oreo cookies. Not only that they are unique flavors, Hico also takes advantage
of using co-branding strategy with a very well know brand Oreo. Also, its Ice-creams are made
of milk and butter purely unlike Walls and other competitors making it the only pure dairy ice
cream.

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The primary weakness of Hico ice-creams is its not so strong marketing, no proper positioning,
low brand equity and multinational rivals. Walls ice-cream, for example, uses its international
experience and R&D to come with very high quality products and popular tastes.
Hico has a very week distribution network being out of stock even at major retail stores. There
trolleys are also not as much present as walls trolleys are. It also has unattractive packaging as
compared to competitors.
Also, it does not offer as many flavors as Walls and others have come up with. It still has an
image of a fun loving brand that focuses on high quality, purity of ice cream and is serving a
niche being economical at the same time. But that affordability comes into practice more in its
family packs, some consumers just simply view it as a low quality product mainly because of its
low marketing activities. This issue needs to be catered on a serious note.

SWOT
HICO stands for happy ice cream company. This is the national company whose products are of
multinational level. There are big competitors of HICO in the market which include Walls,
Yummy, Omore etc. Therefore HICO is facing both direct and generic competition in the market.
SWOT analysis becomes a key to success.
Strengths:

The brand of HICO ice cream was established in Pakistan at Lahore in 1958.
It is 100% pure dairy ice cream, which has superior food value.
One of the other strength of the HICOs product is their unique flavors they offered to the
consumers, which include praline and Oreo cookies.
First choice in family takes away packs, because they offer 2, 5 and 10 liter packs which
are not offered by any other company. So people can greatly prefer this ice cream for
special occasions like weeding, family get together etc.
They have strong institutional buyer base.
They have a co-branding strategy with Oreo.

Weaknesses:

The primary weakness of HICO ice cream is their weak marketing, distribution and
limited resources. They do not advertise in a right manner which is one of the main
reasons that their sales are declining and becoming a fail product in the market. Because
advertising is one of the major tool in order to attract customers.
They have a weak positioning in the consumers mind, this is again due to less
advertising or marketing.
They have a very limited availability in major cities of Pakistan, HICO primarily service
only Lahore market.
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HICO have low brand equity.

Their major competitor is multi- national company like Walls, which has widespread
distribution, R& D, international experience and marketing system.
They are offering very limited varieties of products to the customer as compared to their
competitors.
They have small distribution and also have a small sales network.
One of the major weaknesses of HICO ice cream is their unattractive packaging.

Opportunities:

There is a large untapped market to grow its business all over Pakistan.
They have high sales figures in summer because Pakistan is situated in area where there
is summer most of the time, so people living here in Pakistan love and enjoy ice cream in
summers.
Recent researches carried out by the major competitor Walls proved that ice cream have
no concern with throat aches in winter. People also consume ice cream in winter also and
the sales figures are increasing in winters. Their seasonal sales are converted all over the
year which leads to higher consumption of their products.

Threats:

One of the major threats is the new flavors and products introduce by its competitor
Walls.
One of the biggest names in ice cream is Walls which not only distribute their products
internationally but also has a great control on the local market.
Threats of new entrants in the market.
Legal and ethical issues
Economic recession
Political instability of Pakistan and involvement in the war against terrorism

Issues with the brand

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Weak positioning
The core issue we see in the brand is Hicos weak positioning in consumers minds. Although
Hico stands for Happy Ice Cream Company but people do not associate Hico with happiness. We
came to know about the product positioning by asking the users how they perceive Hico ice
cream. General perception prevailing in the market about the Hico ice cream is that it is a low
quality product. This, in part, is because of the unattractive packaging of the product.

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Weak Marketing
Consumers are not aware that Hico uses pure and natural ingredients in ice cream recipes. Most
people just buy Hico ice cream in family size because of its economical price. Due to limited
resources, Hico has only carried out niche marketing which involves advertising at limited stores
such as Makro and Metro.
Consumers are not aware of any sort of message from the Hico brand. Since there is lack of
advertising by the company, some individuals have neither good nor bad points to talk about.
Nobody knows that HICO exists since 1952 and was the first ice-cream company that came into

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Pakistan.

Unaware : Hico 1st icecream com pany

No good/bad opinion

Weak Marketing

Unaware of pure
ingredients

Lim ited resources

Limited capacity
Hico also has capacity constraints due to which it cannot reach many untapped markets. Walls
production capacity is 30 million liters per annum as compared to Hicos which is only 3-4
million liters per annum. Due to high demand in summers, Hico also runs out of stock because of
limited supply. Originally, Hico ice cream was available in Lahore only. Later it was distributed
in other cities of Pakistan, i.e. Rawalpindi, Karachi, Faisalabad among others. Hicos main
distribution center is situated in Gulberg, Lahore. The other two are located in Islamabad and
Karachi.

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Shortfall in
summer

Limited Capacity

Available in
Lahore & few
cities

Cannot reach
untapped
markets

Limited Distribution Network

Hico has a small distribution network as compared to its competitors. Hico ice cream is not
readily available in all grocery stores.
Limited Exciting Flavors
Hico does not offer a variety of exciting flavors as compared to its major competitors like Walls.
Walls is known for offering a wide variety of products including Feast, Cornetto, Magnum, Jet
Sport and Choc Bar. Hico also has many flavors like chocolate, vanilla, mango and strawberry
but it is mostly respected for its Praline flavor.

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Fam ou s for Praline on ly

Lim ite d exc it in g fl avors

O th er Issu es

Lim ited

N o t available in a ll
groce ry sto res

Methodology
This project is based on both secondary and primary data; secondary data was collected from
Hicos website. For primary data again both qualitative and quantitative approaches were used.
We conducted 6 retailer interviews and 64 questionnaires were filled by the respondents from our
target market. Also we asked consumers about dessert category and their perception about Hico
particularly, this helped us in analyzing the situation properly, and we were able to get consumer
insights. For consumer questionnaire refer to Appendix 1.1, and for retailer interview questions
refer to Appendix 1.2. For details of each retail store interview refer to transcription attached in
Appendix 1.3, 1.4, 1.5, 1.6, 1.7, 1.8).

Analysis
Consumer Survey Research Findings
Findings indicated that respondents are clearly more inclined towards having ice-creams than all
the other confectioneries. Out of 64 respondents 27% preferred ice-cream, 25% preferred
traditional desserts like kheer, firni , 23% chose urban desserts like custards, fudge etc, 20%
chose cakes, 5% ticked sweets (mithai) and 0% ticked others, refer to figure 1.

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Which of the following sweet dishes do you prefer the most?

sweets; 5%
ice creams; 27%

cakes; 20%

traditional desserts; 25%

urban desserts; 23%

Fig 1

How often do you consumer ice cream?

never; 6% everyday; 8%
special event; 42%

once a week; 44%

Fig 2
Lahore being very hot in summers makes people desire ice cream even more. The options
included Everyday, Once a week, Special Events and Never. 44% said that they
consumed ice cream once a week. Around 42% said that they liked having ice cream only on
special events like Eid, Weddings, birthdays etc, 8% of the respondents said that they have it
every day while the rest 6% said that they never have it, refer to figure 2.

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What brand comes to your mind when you think of ice cream?

walls

8%
8%
omore 14%gourmet
11%

hico 50% yummy

others

9%

Fig 3
The results are indicative of Walls having a larger market share than the rest of the products
despite arriving late in the market than some. Also, Hico is the second brand that strikes
consumers mind most after Walls despite being the first ice cream company established in
1952 which is way before Walls entry into Pakistan market. The question pertained to ice cream
brand awareness. When respondents were asked as to what brand came to their mind when the
word ice cream was taken around 50% said Walls, 14% ticked Hico, 11% said Gourmet,
9% said Omore, 8% said Yummy while the remaining chose Others, refer to figure 3.

Which brand of ice cream do you prefer the most?

yummy; 5% others; 6%
hico; 14%
walls; 53%
gourmet; 5%
omore; 17%

Fig 4
In this question the respondents were asked as to which brand of ice cream out of Walls, Omore,
Hico, Gourmet, Yummy and others they liked the most. Similar to the response to previous
question 53% ticked Walls, 17% said Omore, 14% said Hico, 5% said Gourmet, 5% said Yummy
while the rest 6% ticked others. Hico was the third preference when it came to ice cream brand
preference, while Walls and Omore are clear winners in this regard, refer to figure 4.

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What are the reasons for choosing the brand that you mentioned above?

brand name; 3% others; 2%

pricing ; 8%
quality; 19%
availibility; 14%
flavours; 23%
taste; 31%

Fig 5
The results indicate that pricing is not at all that relevant in determining the consumers ice
cream brand preference. However, taste is the most dominant factor in determining consumers
ice cream brand preference. In this question respondents were asked the reasons for choosing the
brand they mentioned in the previous question. 31% ticked taste citing it as a reason for
choosing the brand that they did in previous question, 23% said that they chose the brand
because the brand had a variety of flavors, 19% ticked quality, 14% chose availability, 8% chose
pricing, 3% ticked pricing while the remaining 2% chose other reasons, refer to figure 5.

In what way do you like consuming ice cream?

family pack; 20%

cup; 20%

ice lollies; 5%
sticks/bars; 23%

wafercones; 31%

Fig 6

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The outcome shows that most respondents like consuming ice cream in a wafer cone while the
least number of respondents ticked ice lollies. The respondents were asked the way they liked
consuming ice cream. 31% ticked wafercones, 24% said stick/bars, 20% said family pack, 20%
chose cup and the rest 5% chose ice lollies, refer to figure 6.

On what occassions do you eat ice cream?

weddings; 13%
parties; 7%
get togethers; 7%
casual hangouts; 74%

Fig 7
According to the results, ice cream is most likely to be consumed during casual hangouts and
least likely to be consumed during parties. 74% ticked Casual Hangouts, 13% said weddings, 7%
said Get together, while the remaining 6% said parties, refer to figure 7.

What comesto your mind when you hear the word "Hico Ice cream"?

others; 13% happiness; 19%

cold; 25%
cheap; 31%
fun; 13%

Fig 8
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This indicates that mostly Hico is associated with cheapness. The respondents were asked what
word came to their mind when Hicos name was taken. 31% said cheap, 25% said cold, 19%
said happiness, 13% ticked others and 12% said fun, refer to figure 8.

Do you remember any ad or promotional campaign of Hico ice cream?

yes; 3%

no; 97%

Fig 9
The results are indicative of a problem with Hicos strategy. Not having a promotional or
marketing strategy can jeopardize a products sale and put its future at stake. This question was
asked to find out if the respondents can recall any promotional activity or campaign associated
with Hico. The result was a clear No (97%), refer to figure 9.

Can you recall Hico's tagline or logo?

yes; 13%

no; 87%

Fig 10
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The result shows that Hico need to up their ante in terms of promotional and marketing activities
as they clearly have none of the two. This question was asked to determine if the respondents can
recall any tagline or logo associated with Hico. 87% said no, while 13% said yes, refer to figure
10.

Where do you frequently buy ice cream from?

others; 3%
ice cream kiosks; 6%
small retail stores; 39%
corner shop; 27%
cycle cart; 5%
hyper market; 20%

.
Fig 11
The results clearly show that small retail stores are where majority of the consumers like buying
ice cream from. Therefore, Hico should come up with a strategy that places more emphasis on
retail stores as it is the only place they can find a large volume of customers. This question was
aimed at determining as to where the consumers liked buying ice cream from. 39% chose small
retail stores, 27% ticked corner shop, 20% said hypermarket, 6% said ice cream kiosks, 5%
chose cycle cart and 3% chose others, refer to figure 11.

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Where do you find Hico ice cream?

others; 3%
unavailable; 34%

departmental stores; 42%

shops; 20%

Fig 12
The unavailability of Hico ice cream can have serious consequences for the company so it is
recommended that it ensures availability to every consumer. This question was aimed at
determining the places where consumers find Hico ice cream. 42% said departmental stores,
35% said it was unavailable, 20% said shops and 3% ticked others, refer to figure 12.

Retailer Interview Research Findings

After conducting interviews from different retailers, we found out that small shops mostly does
not keep Hico Ice Creams as they say that the major demand of customer is for Walls or Omore,
so due to less storage capacity they prefer keeping Walls and Omore only. One of the small shop
retailer also told us that nobody from Hico company have contacted them even once.
Some of the medium sized retailers who used to keep Hico in past but now they dont, said that
they had faced a lot of problems with Hico such as late supplies, no follow up after delivery and
poor communication with distributors. In case if ice creams are de-shaped /melted or expired
Walls and Omore replaces their stock as soon as they hear any complain free of cost whereas on
the other hand Hico distributors do not entertain such claims and retailer has to bear the loss of
damaged stock. Hicos freezers are also old and not as good in performance especially in
summers as compared to the freezers of their competitors.
Large sized retailers usually keep Walls, Omore and Hico. They told us that majority of the sales
are of Walls but Omore sales have also increased over the period of time and may be at some
point in time Omore will beat Walls in terms of sales but Hico sales are on continuous decline
over the past few years especially after the launch of Omore. When we asked retailers that
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which brand of Ice Cream gives you the most margin, we found out that there is no major
difference in margins. It is the amount of total sales which matters eventually at the end of the
day due to which they find keeping Omore and Walls in their stores more profitable.
According to retailers, Hico is usually preferred when customers are looking for Family
packs/tubs. Otherwise for Ice Cream sticks which are priced between Rs 15 to Rs 30, customers
prefer buying Omore, however for ice creams which are priced between Rs 30 to Rs 70
customers usually prefer Walls. One of the retailers also told us that Cornetto, feast and magnum
are most famous ice creams among customers. Customers usually come pre-decided for
specifically these mentioned ice creams otherwise they decide on the spot by looking at the
poster/card on the freezer or by opening the freezer door. We observed that Omore and Walls
have also introduced the freezers with glass doors because in summers retailers used to face
problem in maintaining freezer temperature as some customers opens it and takes time while
deciding but HICOs freezers are still conventional without glass doors.
The customers who prefers HICO are usually aged 40 & above. There is hardly any
kid/youngster seen in stores who demands HICO. Hicos family packs are famous among
customers and praline and tutti fruiti are the most selling flavors of HICO.
According to retailers, the reason of HICO not doing so well in market is mainly because of their
poor marketing. They believe there is nothing wrong their Ice Creams, the only difference
between Walls/Omore and HICO is mainly that HICO does not spend much on advertising their
brand and products as others do. Omore has recently come up with very innovative LED lights
on the outer surface of their freezer which flashes and attracts customers towards Omore. So
retailers believe that something innovative should be done from HICO in order to grab more
market share and compete in the market.

New Strategy
Our analysis clearly showed that Hico does not have any advertising; therefore we have done
rebranding of Hico keeping in view the product Mix

Proposed Marketing Mix

The Marketing Mix of HICO doesnt need to be changed except for Promotion
and Place as they are the major weakness at the moment for HICO.
(Explained in SWOT Analysis)
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Product
In addition to our existing product, we will introduce Share Cup. This
product will have two cups attached to each other and one the consumer will
buy the product he/she can share the ice cream with his friend. We will
promote this product by Bant Lo Khushiyan Campaign which will be
discussed in promotions part.
Other than our regular ice creams we will try to capitalize our already
existing ice cream for diabetic people and will promote it by Cheeni Free
Campaign which will be explained in promotion part.

Price
We will keep the same prices which are being offered in the market at the moment except for our
new Share Cup (will be explained in promotion) for which we will charge Rs. 50.
Place
HICO will be available in all leading stores as well as small shops. Previously
it was only available in some leading stores. HICO will provide its retailers
with refrigerators to maintain the temperature required to maintain the
quality of the Ice Cream and provide quality product to the end consumer.

Target Market:
Teenagers, Youngsters and families: Regular Ice Creams
Diabetic and Health conscious people: Cheeni Free Ice cream

Promotion
Bant Lo Khushiyan Campaign

This Campaign is designed for our new product Share Cup . The concept of
share cup is that, whenever some will buy this product he can share it with is
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loved one or a friend. HICO being the happy ice-cream will be shared among
friends and it will imply sharing happiness which is backed by our tagline
Bant Lo Khushiyan
Our Campaign will take aid of TVC which will show people sharing happiness.

Sales Promotion
When it comes to sales promotion, they are of two types: consumer promotion and trade
promotion. As for HICO, when we talk about consumer promotion, the tools that we are using
include price deals. In price deals we are using the concept of banded packs I.e. customers will
get 20% more ice cream in the bucket for the same amount of money. This offer is valid for one
month only starting from January 2014, stated as the New Year Offer. This means that the
bucket of 1 Liter is now going to be 1.2 Liter for the same amount charged to customers.

Personnel Selling
Personal selling is face to face selling where the seller attempts to persuade a buyer to make
purchase. We plan to appoint our special sales people at important big retail outlets of Lahore
like Al-Fatah, HKB, Pot Pourri and Hyperstar where they would have small freezers with our
specially made to order small cups of ice creams of different flavors. We would give them as
samples to let people know about the very delicious taste of our product. Our major aim here is
to convince them that its 100% pure dairy ice cream and that its creamier, tastier and richer than
any other competitor.
Direct Marketing
For this sort of marketing, we have decided to focus majorly on out of home direct marketing.
Out of home direct marketing refers to a wide array of media designed to reach the consumer
outside the home, including transit, bus shelters, bus benches, aerials, airports, in-flight, in-store,
movies, college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis
that contain a call-to-action for the customer to respond. We have planned to sponsor the T-20
cricket matches that are going to be held in Lahore in the upcoming year. Also, HICO is going to
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get its ad printed on Daewoo, a transport facility that moves all over Pakistan. This is because we
want to make HICOs name popular, although our major target market is Lahore, we still want
people to know that HICO is a brand that exists since 1952 and is thus a pioneer in the ice cream
industry.
Cheeni Free Campaign
This Campaign is designed for our ice cream for diabetic and health people,
we have named it as Cheeni free campaign and our brand ambassador will
be Wasim Akram, as he is diabetic. His popularity will help us to capitalize
our share in sugar free ice cream.
For this we will make a print Ad .
Public Relation and Publicity
For strengthening itself in relationship markets HICO is not only going for customer satisfaction
but also stressing upon building strong public relations. For example, under the umbrella of its

name as a pioneer in the ice cream industry, HICO will play its part in charity activities e.g. we
plan to give Shaukat Khanam a charity of certain amount after every 6 months. It would also try
to get involved in national and religious events. For instance events like Eids and Valentines
Day. This particularly includes our plan of putting small roof paper hangings with the brands
name on it in different grocery stores .HICO will use such occasions to not only promote its sales
but also to build strong public relationships through sponsoring events on this day. Moreover,
HICO plans to start organizing colorful Fun Carnivals too, which would totally be a family affair.
This is going to be done in OASIS, a new Golf and Aqua Resort located in Lahore outskirts.
HICO will try to gain maximum of such opportunities.
Interactive/Web Marketing
We will make a new website named www.hicoicecream.com.pk Obviously the use of internet is
increasingly important these days. Everyone tends to use this facility and people surf the net in
their leisure time too. People will get to know about different flavors available, different size
packs available.
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Viral Campaigns
We will make banner ad these are small ads on other web pages on which people can click to
move to the advertised web site. The design of internet advertising is constantly changing as the
industry advances. Here are some common formats: skyscrapers, pop- ups and pops behind,
minisites and superstitials . The format we will be using for the advertising is the skyscrapers.
These are extra long, skinny ads running down the right or left side of a web site. We planned to
advertise by guerilla marketing as this is unconventional marketing communication activities that
are intended to get buzz on a limited budget. The idea is to use creative ways to reach people as
we will do guerilla marketing by make HICO clowns who can advertise HICO in Hyperstar,
liberty etc.

Appendix
Print Ad. Cheni Kum

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We are working on a project, as students of Lahore School of Economics. We are really thankful
to you for participating in this survey. The information provided will be kept confidential and it
will hardly take few minutes.
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Please answer the questions below by placing a tick () in the box before your answer:
1

Which of the following sweet dishes do you prefer the most?

Cakes

Traditional desserts (kheer, ras malai etc)

Urban desserts (Custards, fudge etc.)

Ice cream

Sweets (Mithai)

Others______________________

How often do you consume ice cream?

Everyday

Once a week

Special events
3

Never

What brand comes to your mind when you think of ice cream?
Walls

Omore

Gourmet

Hico

Yummy
4

Others_____________________

Which brand of ice cream do you prefer the most?

Walls

Omore

Gourmet

Hico

Yummy
5

Others_____________________

What are the reasons for choosing the brand you mentioned above?
Quality

Flavors

Taste

Availability

Pricing

Brand name

Others____________________

In what way do you like consuming ice-cream ?

Cup

Wafer cones

Stick/Bar

Ice lollies

Family pack
7

On what occasions do you eat ice cream?

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Weddings

Parties

Get together

Casual hangouts

What comes to your mind when you hear the word Hico Ice cream?
Happiness

Cheap

Fun

Cold

Others___________________
9

Do you remember any ad or promotional campaign of Hico Ice-cream?

Yes

No

10 Can you recall Hicos tagline or logo?

Yes

No

11 Where do you frequently buy ice cream from?

Small retail shops

Hypermarket

Cycle cart

Corner shop

Ice cream stands/kiosks

Others__________________

12 Where do you find Hico ice cream?

Departmental stores

All shops

Unavailable

Others___________________

13 Your favorite ice cream flavor is:___________________________

14 What do you think is the strength of Hico ice cream?

15 What do you think is the weakness of Hico ice cream?

______________________________________________________________________________
16 Your Gender:
Male

Female
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17 Your Age:
10-20

21-30

31-40

Above 41

18 Your monthly family income:

Below Rs.50, 000

Rs. 51,000- Rs. 99,999

Rs. 100,000-Rs. 149,000

Rs. 150,000 & above

Thank you for your cooperation

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