1.

Brief Introduction of the topic

1.1 Title of the study
Branding strategy of IGLOO Ice cream & Milk unit.
1.2 Rationale of the study
I am proposing this study because I will describe at whole my internship activities which I am
learning practically from my internship period. From internship I am getting verities of
multicultural environment that I will implement on my report. Moreover the relevance of this to
me as a student that I learnt many things in theoretically but now I am learning all things in
practically which will be fulfillment my educational background and in my future carrier it will
be helpful to understand the corporate environment as well as it will assist me to extend my
mission. The contributions related to this study are that I am working on Brand that I know
everything about Brand as a result I am finding the similarities of bookish knowledge on the
based on this study and it can keep the contribution to the Faculty of Business Administration by
getting knowledge the Branding strategy, Brand value and promotional activities through
practically. Furthermore, it can also keep contribution to the business sector through the
implementing that knowledge to the business sector. Such Branding knowledge I can apply my
own business field to increase profit.
1.3 Profile of the organization
I am working as intern in Abdul Monem Limited at IGLOO Ice cream under Brand department; I
tried to find out the concern promotional activities and choosing Brand elements through this
report. I also tried to reach in deep identifying and establishing Brand positioning and values.
Abdul Monem Limited Started as a Construction Contractor in 1956 and later diversified to food
sector. Abdul Monem Limited proudly represents Brands like Coca-Cola, IGLOO, Mi Amore,
Amo Milk and DANONE that are the milestones to the quest to provide the best and quality
products to their thousands of consumers. AML launched its premium ice cream brand MI
AMORE in July, 2013 to serve its high elite class and ice cream lovers. Though, Abdul Monem
Limited started the business line as the infrastructure development contractor. For 56 years Abdul
Monem Limited has successfully accomplished many projects including projects aided by the
World Bank (WB), Asian Development Bank (ADB), and Japan Bank for International
Cooperation and Islamic Development Bank (IDB). In recognition to their commitment for work
excellence they have been able to initiate projects in joint ventures and receive many rewards for
the achievements. The core strength of this organization has been in their capacity to gather the
resources to complete infrastructure projects on a grand scale thus proving our capability to
sustain long development to periods and demonstrated our ability to bear the initial risks
associated with such projects. AML has developed a wealth of experience in infrastructure and
development project arena in order to meet the international standards of quality and services.

3. Scope of the study

The coverage of the study in terms location is IGLOO Ice-Cream that is a first-hand perception
of a leading domestic company in Bangladesh. There will be a lot of scope to acquire knowledge
and opportunity to learn more things from this scope of the study. This report will be prepared
through extensive discussion with the Brand manager, Sr. Brand executive, Retailers and with
the Shoppers.
4. Limitation of the study
There are some limitations of study as follows:
The employees of IGLOO at Brand department are not cooperative and not helpful
towards me to learn something from them.
Company was not interested to provide more information as privacy matters.
Sometimes I was used to send as market visit which seemed me difficult as I didnt used
to know the location of the market.
There are many product related IGLOO Ice cream that I had to memorize the TP and
MRP those things were complicated.
Internship period was around 3 months that were not enough to know more based on
Branding activities.
Before I did not do any research on practically thats why it had some limitations unless
any things go wrong
5. Objective of the study
Broad Objective:
The broad objective of the study is to indentify customer response to IGLOO ice cream
related with Branding activities.
Another objective of the study is to get whole idea of IGLOO Brand.
Specific Objective:
The specific objective of the study is to know the judgment of IGLOO Ice cream than
other Ice cream.
To know the Branding strategy of IGLOO Ice cream.
To measure the customers feelings towards the IGLOO Ice cream.
The specific of object of the study is held up the activities of IGLOO Ice creams
marketing activities.
6. Methodology of the study

As my study is about IGLOO Ice cream which is am impulse product, thats why I have
collected data from different sources.
Data collection sources:
Primary data:
We all know that, those data which are raw and collected from the field is called primary data.
For collecting primary data, we used the survey method. We did our survey by using
questionnaire. Our population was general customers, Shopkeepers, wholesaler and Vansallers.
We used 120 questionnaires to cover our targeted samples. Also we also did telephone interview
for collecting information from various customers.
Secondary Data:
Those data which are collected from previously analyzed data or primary data is called
secondary data. For collecting secondary data we searched various websites, read journals,
newspapers, magazines. We contacted with few AML and IGLOO Ice cream website and got
information from there. These data gave us idea to conduct our research hustle free. We got many
ideas from our previous research works and from other researchers research work. Those dates
had been analyzed for our research report so that it would be easier to read for people.

7. Timeline of activities
Week

Activity
Application
IGLOO

for

internship

1
to

Received acceptance letter from

IGLOO Brand department

Started working at IGLOO

Imposed proposal submission

Data collection
Data processing

Final proposal submission

References:
1. http://www.amlbd.com/
2. http://www.amlbd.com/igloo-foods-ltd/
3. Strategic Brand Management by Kevin Lane Keller (Building, Measuring, and Managing
Brand Equity) Third edition.
4. Business Magazine Bangladesh Brand Forum.