HICO Ice Cream Consumer Behavior Project
Jahanzeb Aamir Saad Ali Khan Noor Fatima Sidra Bai Hera !asim
Submitted to" #ania Hassan $nd November%$&'( November%$&'( )ahore School o* +conomics
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#able o* 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 nalysis..................................... ......................................................... ....................................... ....................................... ...................................... ........................ ...... 8 !onsumer "urvey #esearch Findings .................................................................................8 #etailer $nterview #esearch Findings ...............................................................................14
Product................ Product.................................... ........................................ ....................................... ....................................... .................................. ................... ..... 16 Price........................... Price.............................................. ....................................... ........................................ ........................................... ............................. ...... 16 Place................................ Place.................................................... ........................................ ....................................... ....................................... ........................... ....... 16 Target Target Market:...................... Market:.......................................... ....................................... ............................................... .......................................... ................. ... 16 Promotion............... Promotion.................................. ....................................... ........................................ ........................................................... ....................................... 16 Bant Lo Khuhi!an "am#aign........................................ "am#aign............................................................ ........................................ .................... 16 $ale Promotion................. Promotion..................................... ........................................ ....................................... ....................................... ......................... ..... 17 Peronnel Peronnel $elling.......................... $elling.............................................. ........................................ ..................................................... ................................. 17 %irect Marketing................... Marketing...................................... ....................................... ........................................ .......................................... ...................... 17 "heeni &ree &ree "am#aign........................... "am#aign............................................... ................................................... ........................................... ............ 18 Pu'lic (elation (elation and Pu'licit!....................... Pu'licit!........................................... ........................................ ....................................... ...................18 18 )nteracti*e+,e' )nteracti*e+,e' Marketing.................. Marketing...................................... ....................................................... .............................................. ........... 18 -iral "am#aign......................................... "am#aign............................................................. ................................................... ....................................... ........ 18 ##endi/......................... ##endi/............................................ ....................................... ........................................ .................................... .............................. .............. 10
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Hico Ice,Cream %ico ice&cream was the 'irst ice cream company in Pakistan although it is an established brand but its positioning in the minds o' consumers is very weak( $t is manu'actured by Pakistan Fruit )uice !o( *Pvt(+ Ltd(, which was established in -./0, brand %ico has been well established since -./1( $t has a 'ully automatic ice cream manu'acturing 'acility, and has a production capacity capable o' producing more than 2(/ million liters o' dairy ice cream a year( %ico $ce !ream is one o' the 'ew brands in Pakistan which manu'acture -334 pure dairy ice cream( 5his makes 'or a healthier alternative( %ico $ce !ream produces a variety o' 'lavors including chocolate, vanilla, mango, strawberry, pineapple, apple, and orange( $t is also responsible 'or the production o' several other more premium 'lavors, such as 5utee 'ruity( Perhaps its most respected 'lavors is praline( !ompany6s strong but small distribution and marketing network guarantees consumer satis'action and brand loyalty( 5hough %ico $ce !ream has a small sales network, %ico7s ice cream 'lawless 8uality challenges big names like Walls or 9more which have a stronger sales network and more publicity( 9nce someone tastes the 8uality o' %ico ice cream, he:she becomes a loyal 'an( Many consumers take %ico ice&creams as a second choice and mostly will not even make a repeat purchase( %ico has a strong institutional buyer base( "trength o' %ico lies in the strong 'amily take away packs segment( $ts buckets and other 'amily packs are a prime choice among many 'amilies o' Pakistan( We have identi'ied that marketing is critical to its success in consumer sector and 'uture pro'itability( 5he basic market needs are high 8uality, innovative tastes and easy availability( For that, a proper marketing plan, execution and control would be re8uired(
Current Positionin Many ice cream brands o' Pakistan which have 'ailed have not always been innovative companies that possessed the ability to adapt 8uickly though changing trends and consumers6 tastes( lthough many competitors like Walls have been able to adapt even to the changes o' the World Wars and ;reat Depression( ing 'lavors( 5hese include !hocolate, !hocolate 'udge, !hocolate !hip, !o''ee, !ookies Page 3 of 26
and cream, Mango, Pistachio, Praline, "trawberry, 5utti Frutti, ?anilla and @ul'a( 5he $ce lollies are in pple, 9range and Pine apple 'lavors( %ico6s main 'ocus however is on high 8uality standard, with their pure milk dairy ice&cream which they try to maintain throughout Pakistan( ll o' their ice creams have an appealing and wide variety o' packaging but that de'initely lags behind the competitive packaging and other techni8ues o' competitors( 5hey o''er "mall Packs, "ticks, !ones and 3(- liter cups( Price Aeing, a national company it charges low prices than its maBor competitors( 5hey also charge a sales tax along with the retail price( %owever, ethically they should be aying these taxes out o' their own pro'its and not through customers7 pockets( Placement 5he supply 'or %ico is low as compared to its demand caused by its nature o' being pure( 5his is due to the budget getting short 'or expenses( Furthermore, it has a share o' -34 'rom the total market segment o' ice cream users(
5he 8uestion o' target market is a key to market success as they can provide new hori>ons and on the other hand a wrong selection can play mayhem with a company6s resources and pro'itability position( Earlier there was not even any clearly de'ined target market by the management o' %ico !ompany and no segmentation was done either( %owever, they have somewhat established a marketing department now and segmented their target market on geographic, demographic and behavioral basis( Positionin %ico does not do proper 'ormal advertising through 5?, internet, radio etcC the most common mediums o' communicating with mass audiences targeted by %ico( %owever, it does print some ads on some maga>ines and sometimes, uses local cable channels 'or advertising(
5he key strength o' %ico ice&creams is its heritage( ccording to companies management institutional buyers and general consumers use to 8ueue outside the 'actory and get there ice& cream( Even today %ico has very good reputation among the bulk 8uantity or A0A buyers( Freddie6s ca' and Pearl !ontinental are also in the list o' its buyers enBoying high customer loyalty among these consumers( %ico can well use this in its ads to cash its competitive advantage( nother o' key strengths is %ico6s 'amily take away packs and its product with uni8ue 'lavors like Paraline and 9reo cookies( Not only that they are uni8ue 'lavors, %ico also takes advantage o' using co&branding strategy with a very well know brand 9reo( lso, its $ce&creams are made o' milk and butter purely unlike Walls and other competitors making it the only pure dairy ice cream(
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5he primary weakness o' %ico ice&creams is it6s not so strong marketing, no proper positioning, low brand e8uity and multinational rivals( Walls ice&cream, 'or example, uses its international experience and #D to come with very high 8uality products and popular tastes( %ico has a very week distribution network being out o' stock even at maBor retail stores( 5here trolleys are also not as much present as walls trolleys are( $t also has unattractive packaging as compared to competitors( lso, it does not o''er as many 'lavors as Walls and others have come up with( $t still has an image o' a 'un loving brand that 'ocuses on high 8uality, purity o' ice cream and is serving a niche being economical at the same time( Aut that a''ordability comes into practice more in its 'amily packs, some consumers Bust simply view it as a low 8uality product mainly because o' its low marketing activities( 5his issue needs to be catered on a serious note(
S-O# %$!9 stands 'or happy ice cream company( 5his is the national company whose products are o' multinational level( 5here are big competitors o' %$!9 in the market which include Walls, ummy, 9more etc( 5here'ore %$!9 is 'acing both direct and generic competition in the market( "W95 analysis becomes a key to success( Strenths"
•
5he brand o' %$!9 ice cream was established in Pakistan at Lahore in -./1( $t is -334 pure dairy ice cream, which has superior 'ood value( 9ne o' the other strength o' the %$!96s product is their uni8ue 'lavors they o''ered to the
•
consumers, which include praline and 9reo cookies( First choice in 'amily takes away packs, because they o''er 0, / and -3 liter packs which
• •
• •
are not o''ered by any other company( "o people can greatly pre'er this ice cream 'or special occasions like weeding, 'amily get together etc( 5hey have strong institutional buyer base( 5hey have a co&branding strategy with <9reo=(
-ea.nesses" •
5he primary weakness o' %$!9 ice cream is their weak marketing, distribution and
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limited resources( 5hey do not advertise in a right manner which is one o' the main reasons that their sales are declining and becoming a 'ail product in the market( Aecause advertising is one o' the maBor tool in order to attract customers( 5hey have a weak positioning in the consumer6s mind, this is again due to less
•
advertising or marketing( 5hey have a very limited availability in maBor cities o' Pakistan, %$!9 primarily service only Lahore market( Page 5 of 26
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%$!9 have low brand e8uity( 5heir maBor competitor is multi& national company like Walls, which has widespread
•
distribution, # D, international experience and marketing s ystem( 5hey are o''ering very limited varieties o' products to the customer as compared to their
•
• •
competitors( 5hey have small distribution and also have a small sales network( 9ne o' the maBor weaknesses o' %$!9 ice cream is their unattractive packaging(
O//ortunities"
5here is a large untapped market to grow its business all over Pakistan( 5hey have high sales 'igures in summer because Pakistan is situated in area where there is summer most o' the time, so people living here in Pakistan love and enBoy ice cream in summers( #ecent researches carried out by the maBor 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 'igures are increasing in winters( 5heir seasonal sales are converted all over the year which leads to higher consumption o' their products( #hreats" •
9ne o' the maBor threats is the new 'lavors and products introduce by its competitor
•
Walls( 9ne o' 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( 5hreats o' new entrants in the market( Legal and ethical issues Economic recession Political instability o' Pakistan and involvement in the war against terrorism
Issues 0ith the brand
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-ea. /ositionin 5he core issue we see in the brand is %ico6s weak positioning in consumers6 minds( lthough %ico stands 'or %appy $ce !ream !ompany but people do not associate %ico with happiness( We came to know about the product positioning by asking the users how they perceive %ico ice cream( ;eneral perception prevailing in the market about the %ico ice cream is that it is a low 8uality product( 5his, in part, is because o' the unattractive packaging o' the product(
L t # u
o u ! r c
2 a l
, e a k P o i i t i o n n a t it n g r c t i *
3 o d a t e # a c k a g i n g
o a o c i a t i o n 2 i t h h a # # i n e
-ea. 1ar.etin !onsumers are not aware that %ico uses pure and natural ingredients in ice cream recipes( Most people Bust buy %ico ice cream in 'amily si>e because o' its economical price( Due to limited resources, %ico has only carried out niche marketing which involves advertising at limited stores such as Makro and Metro(
!onsumers are not aware o' any sort o' message 'rom the %ico brand( "ince there is lack o' advertising by the company, some individuals have neither good nor bad points to talk about( Nobody knows that %$!9 exists since -./0 and was the 'irst ice&cream company that came into
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Pakistan(
3na2are : 5ico 1t ice6 cream com#an!
o good+'ad o#inion
,eak Marketing
3na2are of #ure ingredient
Limited reource
)imited ca/acit2
%ico also has capacity constraints due to which it cannot reach many untapped markets( Walls production capacity is G3 million liters per annum as compared to %ico6s which is only G&2 million liters per annum( Due to high demand in summers, %ico also runs out o' stock because o' limited supply( 9riginally, %ico ice cream was available in Lahore only( Later it was distributed in other cities o' Pakistan, i(e( #awalpindi, @arachi, Faisalabad among others( %ico6s main distribution center is situated in ;ulberg, Lahore( 5he other two are located in $slamabad and @arachi(
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$hortfall in ummer
Limited "a#acit!
.*aila'le in Lahore 7 fe2 citie
"annot reach unta##ed market
)imited 3istribution Net0or. %ico has a small distribution network as compared to its competitors( %ico ice cream is not readily available in all grocery stores( )imited +4citin Flavors %ico does not o''er a variety o' exciting 'lavors as compared to its maBor competitors like Walls(
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&amou for Praline onl!
Limited e/citing 9a*or
8ther )ue
Limited
ot a*aila'le in all grocer! tore
1ethodolo2 5his proBect is based on both secondary and primary dataC secondary data was collected 'rom %ico6s website( For primary data again both 8ualitative and 8uantitative approaches were used( We conducted H retailer interviews and H2 8uestionnaires were 'illed by the respondents 'rom our target market( lso we asked consumers about dessert category and their perception about %ico particularly, this helped us in analy>ing the situation properly, and we were able to get consumer insights( For consumer 8uestionnaire re'er to ppendix -(-, and 'or retailer interview 8uestions re'er to ppendix -(0( For details o' each retail store interview re'er to transcription attached in ppendix -(G, -(2, -(/, -(H, -(I, -(1+(
Anal2sis Consumer Surve2 5esearch Findins Findings indicated that respondents are clearly more inclined towards having ice&creams than all the other con'ectioneries( 9ut o' H2 respondents 0I4 pre'erred ice&cream, 0/4 pre'erred traditional desserts like kheer, 'irni , 0G4 chose urban desserts like custards, 'udge etc, 034 chose cakes, /4 ticked sweets *mithai+ and 34 ticked
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Which of the following sweet dishes do you prefer the most? 2eet: 5= ice cream: ;7=
cake: ;<=
traditional deert: ;5= ur'an deert: ;>=
Fi '
ow often do you consumer ice cre!m? ne*er 6= e*er!da! 8=
#ecial e*ent 4;=
once a 2eek 44=
Fi $
Lahore being very hot in summers makes people desire ice cream even more( 5he options included
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Wh!t "r!nd comes to your mind when you thin# of ice cre!m? 8= 2all
8=
omore 14=gourmet
hico 5<=!umm!
other
11= 0=
Fi 6
5he results are indicative o' Walls having a larger market share than the rest o' the products despite arriving late in the market than some( lso, %ico is the second brand that strikes consumer6s mind most a'ter Walls despite being the 'irst
Which "r!nd of ice cre!m do you prefer the most? !umm!: 5= other: 6= hico: 14= 2all: 5>= gourmet: 5= omore: 17=
Fi (
$n this 8uestion the respondents were asked as to which brand o' ice cream out o' Walls, 9more, %ico, ;ourmet, ummy and others they liked the most( "imilar to the response to previous 8uestion /G4 ticked Walls, -I4 said 9more, -24 said %ico, /4 said ;ourmet, /4 said ummy while the rest H4 ticked others( %ico was the third pre'erence when it came to ice cream brand pre'erence, while Walls and 9more are clear winners in this regard, re'er to 'igure 2(
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Wh!t !re the re!sons for choosing the "r!nd th!t you mentioned !"o$e?
'rand name: >= other: ;= #ricing : 8=
ualit!: 10=
a*aili'ilit!: 14= 9a*our: ;>= tate: >1=
Fi 7
5he results indicate that pricing is not at all that relevant in determining the consumer6s ice cream brand pre'erence( %owever,
%n wh!t w!y do you li#e consuming ice cre!m? famil! #ack ;<=
cu# ;<=
ice lollie 5= tick+'ar ;>=
2afercone >1=
Fi 8
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5he outcome shows that most respondents like consuming ice cream in a wa'er cone while the least number o' respondents ticked ice lollies( 5he respondents were asked the way they liked consuming ice cream( G-4 ticked wa'ercones, 024 said stick:bars, 034 said 'amily pack, 034 chose cup and the rest /4 chose ice lollies, re'er to 'igure H(
&n wh!t occ!ssions do you e!t ice cre!m?
2edding 1>= #artie 7 = get together 7= caual hangout 74=
Fi 9
ccording to the results, ice cream is most likely to be consumed during casual hangouts and least likely to be consumed during parties( I24 ticked !asual %angouts, -G4 said weddings, I4 said ;et together, while the remaining H4 said parties, re'er to 'igure I(
Wh!t comesto your mind when you he!r the word 'ico %ce cre!m'?
other: 1>= ha##ine: 10= cold: ;5= chea#: >1= fun: 1>=
Fi : Page 14 of 26
5his indicates that mostly %ico is associated with cheapness( 5he respondents were asked what word came to their mind when <%ico6s= name was taken( G-4 said cheap, 0/4 said cold, -.4 said happiness, -G4 ticked others and -04 said 'un, re'er to 'igure 1(
(o you remem"er !ny !d or promotion!l c!mp!ign of ico ice cre!m? !e: >=
no: 07=
Fi ;
5he results are indicative o' a problem with %ico6s strategy( Not having a promotional or marketing strategy can Beopardi>e a product6s sale and put its 'uture at stake( 5his 8uestion was asked to 'ind out i' the respondents can recall any promotional activity or campaign associated with %ico( 5he result was a clear
)!n you rec!ll ico*s t!gline or logo? !e 1>=
no 87=
Fi '&
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5he result shows that %ico need to up their ante in terms o' promotional and marketing activities as they clearly have none o' the two( 5his 8uestion was asked to determine i' the respondents can recall any tagline or logo associated with %ico( 1I4 said no, while -G4 said yes, re'er to 'igure -3(
Where do you fre+uently "uy ice cre!m from? other: >= ice cream kiok: 6= mall retail tore: >0= corner ho#: ;7= c!cle cart: 5= h!#er market: ;<=
( Fi ''
5he results clearly show that small retail stores are where maBority o' the consumers like buying ice cream 'rom( 5here'ore, %ico should come up with a strategy that places more emphasis on retail stores as it is the only place they can 'ind a large volume o' customers( 5his 8uestion was aimed at determining as to where the consumers liked buying ice cream 'rom( G.4 chose small retail stores, 0I4 ticked corner shop, 034 said hypermarket, H4 said ice cream kiosks, /4 chose cycle cart and G4 chose others, re'er to 'igure --(
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Where do you ,nd ico ice cre!m? other >= una*aila'le >4=
de#artmental tore 4;=
ho# ;<=
Fi '$
5he unavailability o' %ico ice cream can have serious conse8uences 'or the company so it is recommended that it ensures availability to every consumer( 5his 8uestion was aimed at determining the places where consumers 'ind %ico ice cream( 204 said departmental stores, G/4 said it was unavailable, 034 said shops and G4 ticked others, re'er to 'igure -0(
5etailer Intervie0 5esearch Findins 'ter conducting interviews 'rom di''erent retailers, we 'ound out that small shops mostly does not keep %ico $ce !reams as they say that the maBor demand o' customer is 'or Walls or 9more, so due to less storage capacity they pre'er keeping Walls and 9more only( 9ne o' the small shop retailer also told us that nobody 'rom %ico company have contacted them even once( "ome o' the medium si>ed retailers who used to keep %ico in past but now they don6t, said that they had 'aced a lot o' problems with %ico such as late supplies, no 'ollow up a'ter delivery and poor communication with distributors( $n case i' ice creams are de&shaped :melted or expired Walls and 9more replaces their stock as soon as they hear any complain 'ree o' cost whereas on the other hand %ico distributors do not entertain such claims and retailer has to bear the loss o' damaged stock( %ico6s 'ree>ers are also old and not as good in per'ormance especially in summers as compared to the 'ree>ers o' their competitors( Large si>ed retailers usually keep Walls, 9more and %ico( 5hey told us that maBority o' the sales are o' Walls but 9more sales have also increased over the period o' time and may be at some point in time 9more will beat Walls in terms o' sales but %ico sales are on continuous decline over the past 'ew years especially a'ter the launch o' 9more( When we asked retailers that Page 17 of 26
which brand o' $ce !ream gives you the most margin, we 'ound out that there is no maBor di''erence in margins( $t is the amount o' total sales which matters eventually at the end o' the day due to which they 'ind keeping 9more and Walls in their stores more pro'itable( ccording to retailers, %ico is usually pre'erred when customers are looking 'or Family packs:tubs( 9therwise 'or $ce !ream sticks which are priced between #s -/ to #s G3, customers pre'er buying 9more, however 'or ice creams which are priced between #s G3 to #s I3 customers usually pre'er Walls( 9ne o' the retailers also told us that !ornetto, 'east and magnum are most 'amous ice creams among customers( !ustomers usually come pre&decided 'or speci'ically these mentioned ice creams otherwise they decide on the spot by looking at the poster:card on the 'ree>er or by opening the 'ree>er door( We observed that 9more and Walls have also introduced the 'ree>ers with glass doors because in summers retailers used to 'ace problem in maintaining 'ree>er temperature as some customers opens it and takes time while deciding but %$!96s 'ree>ers are still conventional without glass doors( 5he customers who pre'ers %$!9 are usually aged 23 above( 5here is hardly any kid:youngster seen in stores who demands %$!9( %ico6s 'amily packs are 'amous among customers and praline and tutti 'ruiti are the most selling 'lavors o' %$!9( ccording to retailers, the reason o' %$!9 not doing so well in market is mainly because o' their poor marketing( 5hey believe there is nothing wrong their $ce !reams, the only di''erence between Walls:9more and %$!9 is mainly that %$!9 does not spend much on advertising their brand and products as others do( 9more has recently come up with very innovative LED lights on the outer sur'ace o' their 'ree>er which 'lashes and attracts customers towards 9more( "o retailers believe that something innovative should be done 'rom %$!9 in order to grab more market share and compete in the market(
Ne0 Strate2 9ur analysis clearly showed that %ico does not have any advertisingC there'ore we have done rebranding o' %ico keeping in view the product Mix
-roposed .!r#eting .i/ The Marketing Mi/ of )" doen?t need to 'e changed e/ce#t for Promotion and Place a the! are the ma@or 2eakne at the moment for )". A/#lained in $,T nal!iC Page 18 of 26
-roduct )n addition to our e/iting #roductD 2e 2ill introduce E$hare "u#F. Thi #roduct 2ill ha*e t2o cu# attached to each other and one the conumer 2ill 'u! the #roduct he+he can hare the ice cream 2ith hi friend. ,e 2ill #romote thi #roduct '! EBant Lo Khuhi!anF "am#aign 2hich 2ill 'e dicued in #romotion #art. ther than our regular ice cream 2e 2ill tr! to ca#italiGe our alread! e/iting ice cream for dia'etic #eo#le and 2ill #romote it '! E"heeni &ree "am#aignF 2hich 2ill 'e e/#lained in #romotion #art.
-rice We will keep the same prices which are being o''ered in the market at the moment except 'or our new <"hare !up= *will be explained in promotion+ 'or which we will charge #s( /3(
-l!ce )" 2ill 'e a*aila'le in all leading tore a 2ell a mall ho#. Pre*ioul! it 2a onl! a*aila'le in ome leading tore. )" 2ill #ro*ide it retailer 2ith refrigerator to maintain the tem#erature reuired to maintain the ualit! of the )ce "ream and #ro*ide ualit! #roduct to the end conumer.
!rget .!r#et TeenagerD Houngter and familie: (egular )ce "ream %ia'etic and ealth conciou #eo#le: "heeni &ree )ce cream
-romotion !nt o hushiy!n )!mp!ign
Thi "am#aign i deigned for our ne2 #roduct E$hare "u#F . The conce#t of hare cu# i thatD 2hene*er ome 2ill 'u! thi #roduct he can hare it 2ith i Page 19 of 26
lo*ed one or a friend. )" 'eing the ha##! icecream 2ill 'e hared among friend and it 2ill im#l! haring ha##ine 2hich i 'acked '! our tagline EBant Lo Khuhi!anF ur "am#aign 2ill take aid of T-" 2hich 2ill ho2 #eo#le haring ha##ine.
!les -romotion When it comes to sales promotion, they are o' two typesJ consumer promotion and trade promotion( s 'or %$!9, when we talk about consumer promotion, the tools that we are using include price deals( $n price deals we are using the concept o' banded packs $(e( customers will get 034 more ice cream in the bucket 'or the same amount o' money( 5his o''er is valid 'or one month only starting 'rom )anuary 03-2, stated as the KNew ear 9''er6( 5his means that the bucket o' - Liter is now going to be -(0 Liter 'or the same amount charged to customers(
-ersonnel elling Personal selling is 'ace to 'ace selling where the seller attempts to persuade a buyer to make purchase( We plan to appoint our special sales people at important big retail outlets o' Lahore like l&Fatah, %@A, Pot Pourri and %yperstar where they would have small 'ree>ers with our specially made to order small cups o' ice creams o' di''erent 'lavors( We would give them as samples to let people know about the very delicious taste o' our product( 9ur maBor aim here is to convince them that its -334 pure dairy ice cream and that it6s creamier, tastier and richer than any other competitor(
(irect .!r#eting For this sort o' marketing, we have decided to 'ocus maBorly on out o' home direct marketing( 9ut o' home direct marketing re'ers to a wide array o' media designed to reach the consumer outside the home, including transit, bus shelters, bus benches, aerials, airports, in&'light, in&store, movies, college campus:high schools, hotels, shopping malls, sport 'acilities, stadiums, taxis that contain a call&to&action 'or the customer to respond( We have planned to sponsor the 5&03 cricket matches that are going to be held in Lahore in the upcoming year( lso, %$!9 is going to Page 20 of 26
get its ad printed on Daewoo, a transport 'acility that moves all over Pakistan( 5his is because we want to make %$!96s name popular, although our maBor target market is Lahore, we still want people to know that %$!9 is a brand that exists since -./0 and is thus a pioneer in the ice cream industry(
)heeni ree )!mp!ign Thi "am#aign i deigned for our ice cream for dia'etic and health #eo#leD 2e ha*e named it a "heeni free cam#aign and our 'rand am'aador 2ill 'e ,aim kramD a he i dia'etic. i #o#ularit! 2ill hel# u to ca#italiGe our hare in ugar free ice cream. &or thi 2e 2ill make a #rint d .
-u"lic el!tion !nd -u"licity For strengthening itsel' in relationship markets %$!9 is not only going 'or customer satis'action but also stressing upon building strong public relations( For example, under the umbrella o' its
name as a pioneer in the ice cream industry, %$!9 will play its part in charity activities e(g( we plan to give "haukat @hanam a charity o' certain amount a'ter every H months( $t would also try to get involved in national and religious events( For instance events like Eids and ?alentine6s Day( 5his particularly includes our plan o' putting small roo' paper hangings with the brand6s name on it in di''erent grocery stores (%$!9 will use such occasions to not only promote its sales but also to build strong public relationships through sponsoring events on this day( Moreover, %$!9 plans to start organi>ing color'ul Fun !arnivals too, which would totally be a 'amily a''air( 5his is going to be done in 9"$", a new ;ol' and 8ua #esort located in Lahore outskirts( %$!9 will try to gain maximum o' such opportunities(
%nter!cti$eWe" .!r#eting We will make a new website named www(hicoicecream(com(pk 9bviously the use o' internet is increasingly important these days( Everyone tends to use this 'acility and people sur' the net in their leisure time too( People will get to know ab out di''erent 'lavors available, di''erent si>e packs available( Page 21 of 26
ir!l )!mp!igns 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( 5he design o' internet advertising is constantly changing as the industry advances( %ere are some common 'ormatsJ skyscrapers, pop& ups and pops behind, minisites and superstitials ( 5he 'ormat we will be using 'or the advertising is the skyscrapers( 5hese are extra long, skinny ads running down the right or le't side o' a web site( We planned to advertise by guerilla marketing as this is unconventional marketing co mmunication activities that are intended to get bu>> on a limited budget( 5he idea is to use creative ways to reach people as we will do guerilla marketing by make %$!9 clowns who can advertise %$!9 in %yperstar, liberty etc(
:ppendi/ Print d( !heni @um
Page 22 of 26
We are working on a proBect, as students o' Lahore "chool o' Economics( We are really thank'ul to you 'or participating in this survey( 5he in'ormation provided will be kept con'idential and it will hardly take 'ew minutes( Page 23 of 26
Please answer the questions below by placing a tick (√) in the box before your answer : '
-hich o* the *ollo0in s0eet dishes do 2ou /re*er the most<
!akes
5raditional desserts *kheer, ras malai etc+
rban desserts *!ustards, 'udge etc(+ "weets *Mithai+
$
$ce cream 9thersOOOOOOOOOOOOOOOOOOOOOO
Ho0 o*ten do 2ou consume ice cream<
Everyday
9nce a week
"pecial events
6
Never
-hat brand comes to 2our mind 0hen 2ou thin. o* ice cream<
Wall6s
9more
;ourmet
%ico
ummy
(
9thersOOOOOOOOOOOOOOOOOOOOO
-hich brand o* ice cream do 2ou /re*er the most<
Wall6s
9more
;ourmet
%ico
ummy
7
9thersOOOOOOOOOOOOOOOOOOOOO
-hat are the reasons *or choosin the brand 2ou mentioned above<
uality
Flavors
5aste
vailability
Pricing
Arand name
9thersOOOOOOOOOOOOOOOOOOOO
8
In 0hat 0a2 do 2ou li.e consumin ice,cream <
!up
Wa'er cones
"tick:Aar
$ce lollies
Family pack
9
On 0hat occasions do 2ou eat ice cream< Page 24 of 26
Weddings
Parties
;et together
:
!asual hangouts
-hat comes to 2our mind 0hen 2ou hear the 0ord =Hico Ice cream><
%appiness
!heap
Fun
!old
9thersOOOOOOOOOOOOOOOOOOO
;
3o 2ou remember an2 ad or /romotional cam/ain o* Hico Ice,cream<
es
No
'& Can 2ou recall Hico?s taline or loo<
es
No
'' -here do 2ou *re@uentl2 bu2 ice cream *rom<
"mall retail shops
%ypermarket
!ycle cart
!orner shop
$ce cream stands:kiosks
9thersOOOOOOOOOOOOOOOOOO
'$ -here do 2ou *ind Hico ice cream<
Departmental stores navailable
ll shops 9thersOOOOOOOOOOOOOOOOOOO
'6 our *avorite ice cream *lavor is" '( -hat do 2ou thin. is the strenth o* Hico ice cream<
'7 -hat do 2ou thin. is the 0ea.ness o* Hico ice cream< '8 our ender"
Male
Female
Page 25 of 26
'9 our Ae"
-3&03
0-&G3
G-&23
bove 2-
': our monthl2 *amil2 income"
Aelow #s(/3, 333
#s( /-,333& #s( ..,...
#s( -33,333&#s( -2.,333
#s( -/3,333 above
5hank you 'or your cooperation
Page 26 of 26
