Reinforcement Of

A Topic From Brand

Brands
Management
Presented By

Waqar
Abdurlrehman
Zia
Usman
Aniqa
Yusra

Table of contents
Re-enforcement of brands
Our brand
A old path of

the brand
Strategies of the brand
New concept developed.

Factors of the Reenforcement

Advertising
Exhibition
Event and
Sponsorship
Showroom
layout
Promotion

Brand we selected

History Of Ice
cream

Frozen desert made

Combined with flavoring
and sweeteners.
Modern Commercial Ice
Cream Composition 1.10z16% milk fat 2.9-12% MSNF
(whey and caseins proteins,
carbohydrates ) 3.12-16%
sweeteners (sucrose, corn
syrup) 4.Stabilizers 0.2%
5.Emulsifiers 0.2% 6.55-64%
water 7.Total solids 36-45%

History Of
Started in 1981 an army officer Mr.
Yummy
HAMID NAWAZ formed ice cream
factory named as yummy ice cream
In 1986 salesman Mr. Ijaz Ahmed
purchased ice cream manufacturer
"yummy ice cream (pvt) Ltd from Mr.
HAMID NAWAZ who was the first
owner of this company.
Yummy Was top in 1989
Business start falling down in 2002

Market
At currently is
operating in
Punjab NWFP
and AZAD
Kashmir
region.
Its sale
contribution is
Rs 3000,000
per day
average in

Maket segmentation
Current marketing segmentation of
Yummy Ice Cream is as under:
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation

Geographic segmentation

Capital
territory(islamabad)
Punjab
(Multan, Faislabad,
Lahore)
Sindh (Karachi
Hyderabad)
NWFP (peshawer)
Baluchistan (Quetta)

Demographic segmentation:
Age
Income
Gender
Lifestyle
Education

Psychographic Segmentation:

The psychographic
segmenting is done on the
basis of the taste and
health conscious
consumer.
Yummy is targeted its
market by creating an
image of high quality and

BEHAVIORAL SEGMENTATION
Behavioral segmentation divides buyers
into groups, based on their Knowledge,
Attitude, Uses, or Responses about the
products. We also believe like many
marketers that behavior variables are
the best starting point for building the
best market segmentation.

Departments of the
Department of Accounts
Company
Department of Administration / Human
Resources
Department of Marketing and Sales
Department of Research & Development
/ Food Technology
Shipping Department
Engineering Department

idea

analysis

development

Test market

New product

COMPETITOR REVIEW

COMPETITOR REVIEW

Omore
In Year 2009 Engro Foods limited launched his
ice cream with the brand name Omore. Omore
is dairy ice cream and manufacture red at
Sahiwal.
Walls
introduced in Pakistan in 1997-98. The product
line consists from lollies to ice creams. This
includes Cornetto, Callipo, Max, Kulfis, Top Ten
Choc Bars, Feast, Milky Way and etc. Its
production capacity is 30 million litres per
annum.

MARKETING CHANNELS
Inform
Persuade

TV
Banners
Pamphlets
Stands in shops
Shop boards

Bus Stop Board Ads

Remind

SWOT ANALYSIS

strength

weakness

oppurtunities

Threats

SWOT ANALYSIS
Strengths:
Yummy Ice Cream is available in natural
taste.
No preserving chemicals that affect the
health.
Its a frozen dessert.
It is a time saving product.
Skilled and trustworthy workers are working
in the company.

Good growth of market.

Weaknesses:

Some weaknesses of Yummy Ice Cream are given below.

The company has fewer resources as compared to
competitors.
It has not strong brand image.
It has not any distribution channels.
They have less market share as compared to competitors.
They have fewer budgets as compared to competitors.
They have less technical resources.

Opportunities:

There are also some opportunities for Yummy Ice Cream

which is as under:
The company can use new technology.
They can change its target segment.
Prepare the new Ice cream flavor.
They can change product use.
They can change product image by changing its styles.

Threats
There also are some threats for Yummy Ice Cream:
Competitors are willing to work on these products and o
more has strong brand image. So competitors have
captured the market share of the Yummy Ice Cream.
Competitors have more resources than Yummy Ice Cream
Company
Due to fewer resources it is very difficult to give
awareness of Yummy Ice Cream to the customers.
If the company will do all this perfectly then they can
make a huge change and promotion.

Suggestions
First of all the company has to create a brand
and then focus on it by making advertisement
more and more to get the best positioning
level in the minds of the public. If company
create a strong brand image then it is very
easy to remove the weak points.
Secondly the company will have to make strong distribution
channels. If the company does so then all the hurdles will be
removed which supposed the cause of decrease in sales. For
this purpose company will have to give margins by giving
bonuses,

The threats are that our competitors are

strong. They have strong brand image. The
company has to make the Quality level,
Design, Packaging, and labeling of Yummy Ice

CONCLUSION:

We concluded that yummy is leading

organization when it was launched. But after
when WALLS entered in the market they
capture the whole market by more
advertising of their product. Yummy have
not use strategies to retain the customers.
The organization has lack of resources. They
not focus on to make innovation in their
products. Walls became over the yummy
because of their lot of resources and new
technology and much advertising their
products. Yummy have to take serious
actions to come up.