Marketing Plan Layout and Content

Section Contents Comments

Prefaces

Title Page Contents Executive Summary About ICE-CHOCO Mission Statement Marketing Objectives Financial Objectives
In this section , marketing opportunities includes market segment & target market. Market/customer analysis includes market size and trends, consumer behaviour, competitors analysis, competitors strategies , market share. In this section, we have included our business plan .

Section -1 Background

Section -2 Current Situation

Marketing Opportunities Positioning Statement Our tag line Market/Customer analysis SWOT Analysis P.E.S.T Analysis

Section -3 objectives

Brand Development Marketing resource and capabilities Marketing mix

In this section brand development includes line extension , brand extension, multibrands & new brands. Hear marketing resource and capabilities includes marketing strategy . Obstacles and risk includes competitive market , establishment cost more than expected , sales projection not achieved . Promotional pricing includes leaflet, billboards , posters, school microbus advertisement, TV advertisements.

Section -4 Implementation and control

Obstacles and risk Promotional pricing Recommendation

Executive Summary:
Ice cream is a growing sector in our country, because of our countrys climate, population and our competitors. There are six seasons in a year, and most of the seasons are summer based. This type of climate is very helpful to establish an ice cream company. In Dhaka city, there are 4 places which are known as Gulshan , Banani , Uttara & Dhanmondi which are the best places for launching a new ice cream parlor. There are mainly three ice cream parlors which are Club Gelato, American Soft Ice Cream & Movenpic. They are conscious about their taste, quality and standard. So they are capturing the maximum share of the Ice cream Customer of that area. Other parlors are just surviving in the existing market.

In this situation we like to launch a new ice cream parlor at that area to our unexplored market. The main objective behind this launch of new product is to create an ice cream which will give people an experience among the target audience. There are other objectives as well which will be supported by the other functions of the marketing plan. It has strategized its 4Ps by defining its product, price, promotion and place. It has got a product line with some regular products and some strong premium products. For pricing we are going to follow neither skimming nor penetration. We will follow a strategy between these two to keep our price as level as our competitors. We will drive our target consumers by promotional activities like free samples in schools and colleges, using reference groups like common cartoon characters, opinion leaders like doctors and nutritionists. Our parlor will follow these steps so then we believe that we can capture most of the customers of that certain area. We always believe in customer satisfaction. Through customer attention, Ice-Choc will gain the most of market share of that area.

About Ice-Choc :
Always aiming for a perfect balance in flavor, contrasts in texture, and harmonious combinations of aroma, shape and taste. Ice-Axe ice creams are produced using only natural ingredients, without colours or preservatives. As an unforgettable experience, each recipe is devised and perfected to make it unique. Both smooth and creamy, with a pronounced taste, Ice-Axe ice cream is perfect for entertaining guests or indulging yourself with a little treats. At the very first Ice-choco comes with six different flavour and taste:

Thin Pack Romance (Combo) Chocolate Delight Forest Fruit Rainbow Regular

Our approach . its all about having fun with plenty of taste. . its all about enjoying the experience. . its all about the best quality. . its all about customer satisfaction. . its all about Ice-Choc

Mission Statement
Ice-choco main mission is to provide competitive price, good quality product. We are aiming for setting high standards in this field. We have the ambition to change the current taste of ice cream combining with complete customer satisfaction by providing great taste and also provide that ice cream which is healthy.

Marketing Objectives
Our premium quality will attract and maintain customers satisfaction and we always try to provide best quality to fulfil expectations of our customers. Maintain positive, steady growth each month.

Enlarge the business by introducing new product based on customer requirement

But these are all mathematical terms. There might be ups and downs in the market as we have seen so many times over the years. Our opponents will also try to keep their market share intact and even increase. So being in the safe side, we are saying that in around 5 years, we will grab the position of the market leader in this segment. In a word, we have an aim to construct a drive-through building on existing privately-owned commercial property.

Financial Objectives
Increase the amount of retail products sold by 10% per year. Grow the profit margin by 2% per quarter. Profitability by year one.
0.12 0.1 0.08 0.06 0.04 0.02 0 Increasing amount of product grown profit margin

Marketing Opportunities
Market segmentation :
Market segmentation means dividing the market into different groups . Through market segmentation we have divided our market into 5 sectors .

Geographic Segmentation Name of segment

Country : Name of place : Density :

Major segmentation variables

Bangladesh Gulsan-1&2,Banani, uttara & dhanmondi Urban

Demographic segmentation Name

Age Gender Family life cycle Income Occupation Religion Generation

of

Major segmentation variables

Segment
Under 6 , 6-11,12-19,20-34,35-49.50-64,65+ Male & Female Children, young , single , married , married with children , older, others 5000 to 5000+ Professional , manager , supervisors , operatives, business men , retired person & students All regions Baby Boomers

Psychographic segmentation
Name-of segmentation Social class Life style
Upper lowers, working class, middle class , upper middles , lower uppers , upper uppers Achievers & Strivers or Middle & upper class

Major variables of segmentation

Behavioural Segmentation
Name-of segmentation Occasions User status User rate Loyalty status Major variables of segmentation Regular occasions , special events Non user , EX- user , Potential user , first time user , regular user Light user , medium user , heavy user None, medium , strong, absolute

Target market: The Process of evaluating each market segments attractiveness and
selecting one or more segments to enter. Segment Children & Teenage Items that we are offering Romance, Chocolate Delight, Rainbow & Forest Fruit Health Conscious People Thin Pack

Ice-choco will target each of the three groups separately and there will be two divisions for each segment to ensure high quality and enjoyable experience.

Positioning Statement
Ice-choco will position itself as a good quality and new taste enable Ice Cream parlor. IceAxe will leverage its competitive edge to achieve its desired positioning:

Those who are diabetic patient, but fond of ice cream they can eat Thin Pack ice cream. Thin Pack ice cream is specially made for diabetic patient.

Romance ice cream pack is another special type of product where customer can get all type of flavour in one ice cream. We also provide the customers some other flavor of ice cream for giving them a new experience of ice cream.

We position ourselves as being able to meet our customer needs by providing best quality and different taste.

Our Tagline:

Market/Customer Analysis: Market Size &Trends:

Gulshan, banana, uttara & dhabmondi are a big area. At least 4,500,000 people are living in these areas. We are trying to attract maximum people in these areas who are so much health conscious & maintenance balance diet. This is the reason we introduced thin pack. Not only that we also analyze that some people like mix flavour thats why we introduce romance flavour, in it we mixed our all flavours except Thin Pack. So our targeted people are not only the children who are the main customer of ice cream but also the aged people. After all the calculation we have found that 40% people of that area is our targeted customer.

Consumer Behaviour:
Serving the customer with superior attention is what the employees are trained to provide. We can serve the entire family with appointment or without any prior appointments. It is also centrally located area that convenience for the consumer.

Competitors Analysis:
It is very important to know about the competitors when anyone wants to launch a new product in a new market. We have mainly three competitors in our targeted area. One is Movenpick, American Soft Ice Cream and Club Gelato. All of them show approximately same marketing strategy. All of their target market & pricing strategy is also same. Our main competitors have no special children corner but we have invested some money to modify and try to maintain a standard.

Competitors strategies:
Most of our competitors follow the below strategies for their operation: Moderate Service: good services will make the all distinctive difference. Loyal Customers: A concrete status builds devoted clients. Placement: Providing an easily accessible site for customers

Market Share:
We are looking forward capturing the largest share of the target market. If the customers understand our exclusivity, which we have written before then our estimated market share is around 35% of total service market and it should be within our targeted field. If we capture the mentioned share in the market that it will be profitable and our spirit will increase.

SWOT Analysis
It has always been important for a business to know and understand how it fits in and interacts with the surrounding environment on both an internal and external view. Ice-Choco always believes that researching environment will beneficial and/or Ice-Choco management team by putting itself in a position to develop a strategy for both the long and short term. The most influence way of doing this is to perform a SWOT analysis of the company. It is a common phrase used to abbreviate Strengths, Weaknesses, Opportunities and Threats Each term is a heading for a separate analysis of the business but they can be related as seen like, Strengths provide an insight to your business Opportunities and Weaknesses in your business can cause immediate Threats.

Strengths

Excellent location with spacious pleasant environment. Well-trained employees with good decoration skills with a wide style repertoire, and customer-focused business practices. A wide range of services offered. Competitive prices. Technological superiority. Well decoration

Weaknesses

As a new entrance to the market, Ice-Choco lacks brand equity that many of its competitors have earned over years of service. Constant pressure in maintaining the balance between quality control and price. The struggle to appear continually on the edge in terms of fashion and style. Large costs associated with a start-up company.

Opportunities Planning of expanding existing business into other areas A steady growing market increasing sales opportunities as more people from an individual family frequents.

Threats Competition from already established chains.

P.E.S.T Analysis
PEST is used to describe a framework for the analysis of these macro environmental factors. The purpose of this analysis is to describe the major variables involved and the impact of the specific threats and opportunities confronted by Ice-choco parlor besides that, this analysis also helps to identify Ice-choco competitive strategy and analyze how the strategy is implemented to gain competitive advantage. .A scan of the external macro-environment in which the Ice-choco operates can be expressed in terms of the following factors:

Political Factors:
Political factors include government regulations and legal issues and define both formal and informal rules under which the Ice-choco must operate. Some examples include: employment laws environmental regulations trade restrictions and tariffs political stability

Economic Factors:
Economic factors affect the purchasing power of potential customers l. The following are examples of economic factors in the macro economy: economic growth interest rates exchange rates inflation rate

Social Factors:
Social factors include the demographic and cultural aspects of the external microenvironment. These factors affect customer needs and the size of potential markets. Some social factors include:

health consciousness population growth rate age distribution career attitudes emphasis on safety

Technological Factors: Technological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions. Some technological factors include: R&D activity automation technology incentives rate of technological change

Marketing resource and capabilities:

Marketing Strategy
Ice-choco can provide customers with all of the superior experience they can feel of and likely many they would not have thought of. Our distress is not to capitalize on profits on any individual sale but to make happy the consumers. To do so we will cut outlay and boost profits in the extended run. It is a smaller amount expensive to maintain a relationship than it is to build up a new one.

At Ice-choco we believe in the experience customer will get from our parlor. Our single objective is to position itself as a highest quality and latest style enable ice cream parlor. The marketing strategy will seek to first create customer awareness regarding the services offered, and then develop the customer base, and finally work toward building customer loyalty and Referrals. Ice-choco has a goal to spread a message to give every one a new taste of ice cream. The message will be communicated through various methods. The first is in-store and storefront displays. This will be a convenient method to attract people that walk past Icechoco front. There is also a game zone where children can play. We will use direct mail, and some local and social web ads to specifically target customer. From our Website our customers can know all the information about our parlor & ice cream products.

Marketing Mix

Product:
Ice-Choco offers exclusive ice cream items than any other ice cream parlor. We are offering two unique items-Combo pack (Romance) & Diet (Thin Pack). Combo pack we are offering at only 100 tk which is very cheap rate. If you want combo flavor separately in Movenpick or Club Gelato it will cost about 250 tk. In Thin Pack we are offering Diet flavor, which will we welcomed by the health conscious people & diabetic patients. We will offer some existing service as well some new service. We are also providing a very exclusive service here-Gaming Zone. Kids can play with very colorful toys. We are providing some update Service and in near future we will introduce some new service to the customer which is very new in our countries perspective.

Promotional Strategy
Promotional activities are very important to attract the customer as well as satisfy the customer because satisfied customers are the best marketing too. When a customer will know better and have well a new look then they will broadcast our name and quality to the others. There are some promotional activities which we will operate: 1. The Top newspaper of the country PROTHOM ALO will be used weekly as media vehicle 2. We will arrange a concert on Pahela Baishak with a famous band team. Tickets will be available at our show room.

3. We will also offer different package, which will sum up lesser than individual services. 4. We will do campaign to make clear the customer about our service as well as quality. 4. School microbuses will be used for advertisement. 5. Bill boards will also be used. 6. Leaflet will be served among kids.

Placement:
Placement is very important for attract the customer as well as pure satisfaction. Most of the people like shopping in good place. As we want the satisfaction of the customer thats why we are searching a place where customer will come with great interest. It also includes the majority of our target where live & from which area they usually have their shopping. Ice-Axe will have two show rooms. One will be established at Gulshan and the other show room will be at Banani. Gulshan-2 , Uttra & Dhanmondi show room will be our main show room; Banani show room will be minor. The location is especially favorable for our business. Because of we are getting both the students & service holder\business man here.

Pricing:
Pricing strategies are a sometimes-overlooked part of the marketing mix. They can have a large impact on profit, so should be given the same consideration as promotion and advertising strategies. A higher or lower price can dramatically change both gross margins

and sales volume. Setting the right price is an important part of effective marketing. It is the only part of the marketing mix that generates revenue (product, promotion and place are all about marketing costs). As Ice-Choco is new in ice cream market, that is why we use penetration pricing strategy to make a profit. We take 100tk per scoop, where my competitor take 180 per scoop.

Obstacles and Risks

Any new venture has its obstacles and we are no exceptions. We are eager to face any obstacles on our way and face it bravely. However we have to consider our obstacles as we note those and try to make ourselves ready.

Competitive Market:
In our country ice cream parlor business is well established. The market is so competitive. We have so many ice cream parlors around the Gulshan area. So to set up such shop around there is to take the challenges. Our most challenges coming from the competitors. They are well established and they have more customer than ours. So it is obviously difficult to set up our ice cream parlor there. As a start up business we have to take some steps to attract customer. Otherwise all initiative will go into vain. From our perspective our most competitors are the existing ice cream parlors around the Gulshan area. So to run our business as a Competitive market we, have to be take some strategic plan, which will help us to stay in the market.

Establishment Cost More Than Expected:

Another thing is what if our establishment cost gets higher then we expected. This will create a situation when our hand will be bound together and we cant take any quick change or approach to handle the situations. We have practically measured the cost that might occur and willing to invest more if needed. However the probability of this situation might is very thin as we have done our calculations again and again.

Sales Projection Not Achieved:

As a new company there is a possibility of us not making the sales projections. To get customer loyalty and gain a healthy amount of customers we will need time. To accelerate this time we are having some fantastic marketing ideas to promote our ice cream parlor. Even though our marketing strategy doesnt make the right

impact we are fully prepared and equipped. With the right combination of technician and workers also with great location our parlor has the edge to impact on any customer mind. Customer is the lifeline of any company and we care for our customer more than any other ice cream parlor, keeping customers satisfied and having the motivations of running a successful parlor we will hold the key. We are taking risk but not more than any other competitors of us. Having a clear mind we are devoted to our business and will to sacrifice any means from our own pocket till our venture reaches its adult-hood.

Promotional Planning:

Leaflet:
Leaflets are single pieces of paper containing persuasive information about the product. These single pieces of papers are handed over to the people in the entrance and the exit way of every school of Gulshan-1 & Gulsan-2 area, the universities of Banani, Dhanmondi Rifles secure & Uttra Powell carnation . Leaflets are widely used advertising technique in all over the Bangladesh. This method of advertising is cost effective and leaflet easily creates attention of the customers. Our company leaflet will be well designed and each will contain all the necessary information about the product. Important social message will be on every leaflet as footnote. As door to door campaign we will cover the targeted areas residents through newspaper. A good number of leaflets will be putted into the newspaper on Friday of those selected areas.

Bill Boards:
We will choose five bill board places. One place will be at Gulshan-1&2 Avenue, the third one will be at Banani and others two are Uttra Airport road and Dhanmondi Zga tola . Bill boards are large in size. It can be seen from a far distance. Passer-by, students, kids, parents, service holders observes the bill boards from going to office or school.

Posters:
Posters are also effective method for attracting consumers. Especially colorful posters are very eye catching and create quick customer attention. We are decided to use the traditional paper poster. Posters will be colorful to grab the quick attention the customers. Plastic posters will be hanged on the wall. These posters will be post affixed on the walls of the shops and outside the shop.

School Microbus Advertisement:

In Gulshan & Uttra area there are some renounced schools. Every school has some microbuses. We will paint the buses with our advertisement. It will attract the kids so much. Guardians will also observe the advertisement. Even, through which area buses will be moved, peoples will also informed about our product.

Recommendation:
About 85% of people like ice-cream. It is a very delicious food. Our country is summer based country. So we think it is a great place to do ice-cream business. Ice-Choco ice cream Parlor will be successful. Though there are many ice cream parlors but everybody does not provide good quality of ice cream. They dont conscious about health. But we are not only providing good quality ice cream but also we conscious about peoples health. Ice-Choco also provides the better environment at our ice cream parlor that people can enjoy their time. This marking plan has documented that the establishment of Ice-Choco ice cream parlor is feasible. All of the critical factors such as marketing analysis, competitive analysis, marketing mix and financial analysis support this conclusion. We invite you to attend our grand opening. We promise that we will make the experience, Ice Choco good for you.

This is the reason we say-