Cold Berg is an Irish ice cream company that has acquired a license to operate in Bangladesh. It aims to grab market share and satisfy customers through high quality products while earning maximum profits. A S.W.A.T. analysis identified strengths in Irish equipment/technology and product variety, while weaknesses included high costs and seasonal demand fluctuations. Existing research found high competition targeting premium customers, so Cold Berg plans to promote new flavors, family packages, and advertise to attract upper middle class customers through retail channels, events, and ice cream parlors.

1. Marketing
strategy for
Cold Berg
company

2. Quazi Shihab, 19th Batch Department of Finance
1
2
3
4
We are
Abu Ala Tanvir, 19th Batch Department of Finance
Mosavvir Al Ashick, 19th Batch Department of Finance
Shamim Hasan, 19th Batch Department of Finance

3. Contents to be presented
Company overview
Companaies mission and obejctive
S.W.A.T. analysis of company
Existiong Market Research
Product,Price,Promotion
Targated People & Distributed Chanel
Selling Strategies
Promational tools

4. Company Overview
Cold-Berg, an Irish ice cream parlor chain, has acquired license to operate
in the Bangladeshi market. It is committed to provide good relationship
with its consumer by not only manufacturing the highest quality product
but also delivering the product by maintaining this high quality. Cold-Berg
Company specified their mission in following manner “Maintain the best
quality and supply as required by the consumer”.

5. Mission

6. Company Objectives
• To grab the local market
• To satisfy the customer needs.
• To earn maximum profit through more selling by quality products.
Primary Concern
• Long time survival in competitive market
• Hold the leadership position in the ice cream market
Long term Concern

7. External
Helpful
Harmful
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
•Use of Irish equipment and
technology.
•Production activities and
quality control measures
are supervised and
managed by Irish expert.
• Varieties of products.
•Uncontrollable situations like
bad weather, irregular power
supply, political violence, flood
•High cost involvement for
automatic plant and for
providing freeze to the retailer.
requirements anticipated
• Sales decrease in winter
and rainy season.
• Low aesthetic appeal
• Small driving range [up to
80 KM]
• Disliking of Irish leadership
•Demand of ice cream is
very high and it is growing.
•Cheap labor cost.
•New market can be
explored outside of the
Dhaka City.
S.W.A.T analysis of the company

8. Existing Market Research
Problems
Maximum
completive
companies target
premium class or
upper middle class
people
consumer’s
perception “Cold-
Berg” goes with
ice cream factory
Lower demand of
ice cream while
customers visit
parlors
Retail demand of
ice cream
High competition
in premium price
product
Establishing ice
cream parlor in
premium class area
Inaugurating new
flavor like mangoes,
chocolate, fruity
that no other
companies have
offered
Promoting sales to
high class with a
little less price with
same quality
Offering special
packages like family
package, valentine
package, birthday
package to the
customers
Markets can be
gained by
advertisement
Solutions

9. Products
cupChoco barCone
Strawberry
Cherry,
ChocolateVanilla Butter pecan,
Lolly,
Liter box,

10. Price
Pricing objective:
Pricing objective of the company is to survive in the market and get maximum
profit.
Pricing method:
Comparing with other companies for the same kind of products it keeps the price
same.
For the unique product of the company it tries to get higher profit. Evidently, the
pricing method must be appropriate for achieving the desired pricing objectives. In
pricing the product, Savoy Ice Cream follows cost-plus method. First, it determines
all the cost associated with the products and then adds up a standard markup,
which is normally 25% to 30% of the cost.
,

11. Promotion
Cold-berg ice cream’s main promotional strategy is to keep close
to customer’s eyes.
The promotional activities can be:
• Cold-berg can sell their product through trolleys in the country
and these are very colorfully decorated with Igloo Cold-berg
and the puller wears specific uniforms.
• Trolleys play rhythmic music, which attracts the people to buy
it.
• Cold-berg can advertise in led displays of the city’s center
points, TV channels. They may have many billboards in
different areas and road side signboards.
• Cold-berg can also arranges events in theme parks, schools.

12. Targeted People & Distributing Channel
Directly to the customer’s
in fronts of school &
colleges
To the top class people
Offering ice cream to the
upper class people
Directly to the retail
customer
Premium class Upper Middle class
Typical Example
Targeted People
Delivery Van Ice cream Parlor Private Universities Cafeteria Retailer

13. Selling Strategies
Special Packages like a
combination of choc-bar's,
cons, lolly offered less than
the retail selling
Selling directly in front of
school, colleges and
universities by opening
small shop covering a huge
amount of customer of
upper middle class
Offering a special
promotional packages like
1 con TK. 50,2con TK 80
save TK 20
Making deal with parks like
fantasy kingdom, nandan
to sell ice cream for
handsome commission
with their launch package
Calling a celebrity for sales
promotion and sell ice cream
less at the day for popularity

14. Selling Strategies (Continued)
Making shops at every
tourists spot
At the event like valentines
day offering love shaped
ice cream at every 5 star
hotels and ice cream for a
less price
Making deal with tourist
hotels for selling our ice
cream for a commission
Home delivery if any
customer purchases
certain amount of product

15. Promotional Tools
The essential tools for promotion of Cold-berg are advertising, personal selling, sales
promotion and direct selling. These tools are discussed bellow:
Advertisement of the product is one of the major tools for promotion with an
objective repeatedly reminding the customers about the product. .
Advertisement.
Cold-berg has some salesman in their sales centers. Besides this, it may have
some trolley van by which salesman sales their products to the customers.
Personal Selling.
Publicity is another major tool in promotion. The management is going to take
some necessary steps to increase publicity,
Publicity
Cold-berg can sale their product to retailer and distributor through some
established discount basis.
Commission/Discount to Distributor and Retailers

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