2.3.3.

1 Market Segmentation and Target Market

Igloo Ice Cream Company does the market segmentation; targeting and positioning to decide
which customers it will serve and how. By market segmentation it can increase its sales and
profit. In this section, Igloo Ice Cream Companys strategies of segmenting and targeting the
market by identifying the customers needs, designing and positioning of the product to fulfill
the needs are discussed.
2.3.3.1.1 Market Segmentation
Igloo ice cream designs and produces their Ice Cream basing on the Customers income, age,
status and taste. Considering the income of consumer Igloo Ice Cream has divided its market
into two segments.
1.
Upper class, and
2.
Middle class.
3.
Upper class: For the upper class people, who have higher income, Igloo has delicious
Double Sundae with different types of flavors. Igloo also has exclusive ice cream cake,
Igloo Vinnetta for the upper class people.
4.
Middle class: For middle class, Igloo has lots of products like Liter box of five flavors,
Lolly, Kulfi, Cup ice cream, Ripple cake, etc.
Considering the age and taste Igloo has divided the market in the following groups.
1.
Kids: For kids Igloo have some ice creams with fancy packaging like Snow Ball,
Mango Magic. Igloo also produce cartoon shaped ice cream, named Clown and very good
looking Juicy with two flavors for the kids.
2.
Young Generation: For the young people Igloo produce Macho, Mega, Single Sundae,
etc. Igloo has introduced a heart shaped ice cream Sweet Heart and it is a very sweet
present for some ones love.
3.
Diabetic patient: Only Igloo has the offer of Diabetic Vanilla, Ice cream for diabetic
patient.
4.
Chocolate lovers: For the chocolate lovers Igloo has the offer of Ego, Igloo Sandwitch,
Igloo Nuggets, etc.
2.3.3.1.2 Target Market
The target market is the grouping of customers to whom the seller specifically aims its
marketing efforts. The careful selection and identification of target market is essential for
the market expansion and customers satisfaction. Generally Igloo ice cream sells its product
to higher income and middle income people
5.4.1 Market Segmentation and Target Market
Milk Vita ice Cream Company does the market segmentation and targeting to decide which
customers it will serve and how. By market segmentation it can increase its sales and profit.
5.4.1.1 Market Segmentation

Milk Vita ice cream designs and produces their Ice Cream basing on the Customers income
and area.
Income
Products of Milk Vita ice cream are mostly consumed by middle class, whose income level is
low.
Area
In Dhaka City Milk Vita has market in Mirpur and Mohammadpur area. Out side of Dhaka,
specially in the rural areas Milk Vita ice cream has good market.
5.4.1.2 Target Market
The target market is the grouping of customers to whom the seller specifically aims its
marketing efforts. Generally Milk Vita ice cream sells its product to middle income people.

Comparing to the market and other industries, Ice Cream industry is a small issue but a place where
there is a scope to exercise marketing policies in a new and innovative manner. There are many Ice
Cream Factories in our country. But among them very few are well known. Igloo, Polar, Savoy and
Milk Vita are well known brand of the country. All of these four companies have some strategies for
their marketing. Igloos marketing strategy is good comparing with others. But Polar, Savoy does not
follow all of the strategies for marketing that a good company should follow. Marketing Strategy of
Milk Vita ice cream is very poor. It should improve it marketing strategy for going further