New product promotion

Butter honey ice creamNahin Monker – 131011051MD Abid Khan – 133011013Marzia Rahman - 141011141Md.Riazuddin -133011058

Igloo is Bangladesh ‘s largest ice cream manufacturer company .

Recently they launched their new ice cream with new flavor BUTTER-HONEY flavor with different price range .

Their main target is mainly middle class people . Also they have packages for High class, lower class , families and for kids .

They have many promotional strategies to promote their new flavor .

We also discussed about the strength , weakness , threats and weakness of it .

PRODUCTIgloo launch a new ice cream product with their new

BUTTER-HONEY flavor . There are lots of flavor available in Bangladeshi markets . But

no Butter-Honey mix flavor . So they think the consumer going to love it

People who love chocolate , vanilla or mix flavor , Igloo has Butter-Honey-Vanilla/Chocolate flavor for them .

This ice cream can be found in cup , box , packets and cones .

PROMOTIONIgloo ice cream’s main promotional strategy

is to keep close to customer’s eyes. Promotion is concerned with telling the target market about the product that has been designed for them.

PROMOTIONSetting the Promotion

BudgetPersonal Selling  Advertisement Communication

ObjectivesBillboardsMall AdvertisingSales Promotion

Ice cream shopPublicity   Special occasions Direct MailOutdoor advertising Street marketingOnline advertising

Advertisement

Advertising is highlighting their product in attractive way. They use TV. Radio, newspaper, billboards, roadside signboards for advertisement.

Competitors Advertising

Free Cone Day

A Girl in cow costume promoting Free Cone Day outside of a shopping mall in Sweden.

Unique Selling Proposition (USP)Free home Delivery to nearby placesOne can Make their own ice-cream Birthday Parties Plan Low fat ice-creams Sugar free ice-creams FacilitiesWi-Fi Connectivity on a Shopping Mall

Promotional ActivitiesYearly Children Competition ProgramOffering scratch cards to the consumers for

discounts and gifts.On-line offeringsFun & gamesCool contestE cardsIce creams recipes

Seasonal Promotion

Social Occasions

Even specific promotions are developed for Eid, Christmas, Friendship, Valentine and other occasions.

Social Occasions

Social Awareness

TARGET MARKETMiddle class: For middle class, Igloo has small box

and cup cheese ice cream with minimum price.Also they have packages for Higher class like Big

boxes and costly cones . For lower class they have packets and small cups . For kids they have cones , packets and small cup . Other Flavor Lovers : For other flavor lovers they

have some mix flavor’s ice cream like Butter-Honey-Vanilla and Butter-Honey-Chocolate .

PRICE

For igloos new Butter-Honey product, Butter-Honey cone will be cost around 60TK, packet ice cream will be cost 30TK and box will be different size, like half liter will be 200tk, 1 liter will be 350tk. And the mix flavor like Chocolate-Butter-Honey and Vanilla-Butter-Honey going to be 5tk extra for cone and packet and 20-40tk for box.

PLACEThis is the zero level channel of Igloo Butter-Honey Ice cream.In the direct system, refrigerated van and trolley vans

distribute Ice Cream to the shop in different areas of Dhaka City.

Stalls near different shopping malls and cinema halls . Stalls near School , colleges and offices for matured peoples . In some food shop they can also make an agreements with

them and set up an ice cream stall also .

CONCLUSIONSo we already discussed about Igloos new flavor

ice cream .

We are very much optimistic about this new product . People who trust Igloo , who are regular buyer of igloo they will definitely taste it . And we hope once they will taste it they will love it .

This is a new flavor with a different taste . So we hope the consumer will love it .