Assignment on Market Segmentation

Subject- Principle of Marketing Course Code : Bus 206

Date of Submission: 18th july 2012

Bangladeshi Ice cream Market

We have selected two Ice Cream Company. 1) Igloo 2) Polar:-

Igloo
One of the biggest and the successful corporate houses in Bangladesh is Abdul Monem Ltd (AML) is maintaining leadership position in all our business ventures. AML is specialized in the construction of highways, bridges, buildings, airports and electric transmission line. They successfully completed projects over 30 years financed by foreign agencies like ADB, WB, JBIC and Gob. AML is the authorized bottler for the Coca-Cola, Fanta and Sprite. AML manufactures Igloo ice-cream.

Polar Ice Cream In Bangladesh

In Bangladesh Polar Ice Cream Sdn Bhd was established in year 1988. They produce full range of ice cream product. The Company principle activities comprise of Ice Cream and

ice confectionery manufacturing. They produced several type of Ice Cream flavor to fulfill the different level consumer need. Our product packed in the form of Stick, Plastic tub, Cone and Wafer. All our products are complied with Malaysia Food Act 1983 and Food Regulation 1985 and safe for consumption. Polar Ice Cream products have achieved the quality hallmark of Veterinary Health Mark from Department of Veterinary Services, Malaysia. And HALAL certificates by Islamic Development Department of Malaysia. Our products are distributed throughout Malaysia by our Agents and Hawkers. Besides we also export our product to Brunei, Singapore and Vietnam.

Market Segmentation Of Polar And Igloo ice Cream company

Geographic:
Polar: Bangladesh is under the monsoon Climate area and a huge number of people are highly interested to take ice cream in summer season. Igloo: Bangladesh low income country so that most of the people are interest for buys this ice cream.

Demographic:
Polar: Polar Ice Cream Company target different age of people in their different way. They produce Ice Cream for child, young, elder by their verity of products. Igloo: It is one of the major consumer choices. Igloo ice cream can be considered to the young generation in our country.

. Behavioral: Polar: In any occasion polar ice cream deal a big amount of their product directly supply their own transportation facility. Igloo: Igloo Ice cream supply their product only benefit sought and for loyal customer.

Target Strategies:
Polar: Lolly orange, Lolly Lemon, Baby choclet etc are the favorite product for childrens. Polar Ice cream target the specific people for grew their business. Igloo: Igloo Macho, Mega, choc-bar, Igloo cup etc are the common for childrens.

Differentiate Marketing
Igloo: Igloo gives the advertisement for their product on different media for such as radio, TV, newspaper. They also take participate in sponsor in cricket and football. Polar : They advertize their product on Tv channels, website, billboard on the road, Newspaper this advertise help to create good image. They also participate in sports sponsorship too.

Target consumers
Igloo: Though igloo is Bangladeshi company they are now competed the foreign company which doing ice cream business in Bangladesh.

Polar: polar company can establish survey the consumers social class, life style and personality to successful establish their consumer targeting.

Reference:1. 2. 3. 4. Course Slides. Help from Course Instructor. http://www.21food.com/products/igloo-ice-cream-314732.html. www.polarbd.com / www.sanoaragroup.bd.com