This document discusses Bloop Ice Cream's brand building strategy. It analyzes consumer insights and market share data to identify target segments. The strategies proposed include increasing visibility through various advertising channels. Product themes and comic characters will be used in campaigns. Events and activations are planned to engage consumers. Digital marketing and consumer promotions will reward customers and attract new buyers. The goal is to develop brand awareness, positive associations and loyalty over time.

1. BuildingofBloopIceCream

2. ‘IRRATIONALITY’ and ‘NO REASON / OCCASION’ for consumption.
Associated itself with HUMOR.
Wanted to Create a BRAND PERSONA FOR ITSELF.

3. Language
Fun
Entertaining
Tempting
Persona
Friendly
Funny
Ice Cream Lover
Trendy
Purpose
Engage
Entertain
Inform
Amplify
Tone
Personal
Exciting
Good Mannered
Modest

4. Sentiment
TOMPositioning Communication
Taste & Emotinal Mood & Feelings Funky Witty & Humorous

5. Unavailability
Posh
Unfamiliarity of Bloop
Liked flavor Variety
Have seen
advertisement
Taste Likeability
New Brand in
Market
New Brand so
didn’t try
Triggers Barriers
– Research done by MRB Bangladesh; in 2015; Quantitative, Face-to-face, Cluster based
– Respondents are from Divisional Cities, Aged 8-14 & 15 -40

6. TG ARE IN
BETWEEN
18~30 AGE
Price Concern But
Brand Matters
(Picky)Word of
Mouth
Beliver
Response to
Personalized
Marketing
Embrace Loyality
Program
Engage
Themselves
with BrandExpert User of Social
Media
Value
Authenticity
Impulse
Purchaser

7. Deep and Broad Brand Awareness
Point of Parity and Difference
Positive and accessible Reaction
Intense and Active Loyality
Identity || Who are You ??
Meaning || What are You ??
Response || What About You??
Relationship || What about You
and me ??
Visibility
Thematic
Campaign
Interaction
Anchoring
1. Stage Of
Brand
Development
2. Brand
Objective at
Each Stage
3. Action Point
to Meet
Objective
Concept of Brand Building Block

8. VISIBILITY
• Digital
• RDC, Endorsement
• Paper Insertion
• POSM
• Signage
• Digital Billboard
• In house promotion
• Spot Branding
• Newspaper,Magazine and
Publication
• SMS Marketing
THEMATIC CAMPAIGN
• Focus on Selective
Category for
communication.
• Product Theme color
shade placing.
• Comic Character
connecting for Kids
Choice SKU.
• Connect Bloop Eye
• Tag Line base
Communication
INTERACTION THROUGH
SAMPLING AND SALES
• School Activation.
• Ice Cream Fest
• Valentines Day
Activation.
• Pohela Baishakh
Activation.
• Eid Activation.
• T20 World Cup
• Mosque Spot Sales.
• Residential apartment
Spot Sales.
DICRECT/ INDIRECT
• Consumer Promo
• Online Engagement in
National Celebration
Days.
• Trade Promotion
Brand
Communication
Points Of Parity
& Difference
Direct Reach Anchoring
ActionPlaninBlocks

9. DB Level
Segment based Incentive
Quarterly Loyalty Program
Tun Tun Plug-in
Consumer Level
CP for focus Segments
Digital Reach
Consumer Engaging Events & Activities
Retail Level
Trade Bonus
Loyalty Program
POSM, Banner and Shop Sign
Team Level
Segment based Incentive
In House activation of NP
Engagement Activities
FocusLevels
�
SKU &
Segment
Focus

10. Place of
Consumption
Occasion of
Consumption
Decision
Making Factor
Purchasing
Point
Predefined
brand,
Predefined
flavor,
predefined
type
Grocery /
Retail around
home; shops
around
workplace /
school
At Home; At
school /
college /
University; At
relative house
/ Restaurants
While
watching TV /
Leisure Time /
While
Relaxation /
While Moving
Ice Cream Insight: Usage & Attitude Study
– Research done by MRB Bangladesh; in 2015; Quantitative, Face-to-face, Cluster based
– Respondents are from Divisional Cities, Aged 8-14 & 15 -40

11. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
ATL
Paper Insertion
School Van
Branding
In house
promotion
Digital/ Non
Digital
Billboard
Passenger
Shade Canopy
Magazine and
Publication
SMS Marketing
RDC,
Endorsement
Gulshan
Banani,
Motijeel
Screen Saver ad, Promo Communication, Gift with Purchase
Shbg, Gul,
Motjl
Gulshan, Banani, Mothijeel, Badda, Khilgoan,Md.pur,Mirpur, Dhanmondi,Baridhara, Uttara
Gulshan, Motijeel, Uttara, Shyllet
Newspaper Special Release
Yearly Calendar Plan of Brand Communication
RDC,
Endorsement
RDC,
Endorsement
Dhnmnd,
Mdpur,
Mirpur
Uttara,
Khilkhet
Uttara,
Khilkhet
Old Dhk
Tejgoan,Gu
lshan
Dhnmnd,
Mdpur,
Mirpur
Gulshan
Banani,
Motijeel
Bus, Lanch,
Train
Terminal
Bus, Lanch,
Train
Terminal
Newspaper
Special
Release
Newspaper
Special
Release
In-house employee in GH Group In-house employee in GH Group

12. School Van Branding
Consideration
– School Van Branding
Modality
– Selected Area and School will consider
– Kids Theme will be attached
– Gulshan, Banani, Motijhel, Badda,
Khilgaon,Md.pur,Mirpur,
Dhanmondi,Baridhara, Uttara
– Execution will be done from Jan to Sep
Objective- Make the Brand Visible to Kids Eye

13. 1000K
ShopSign
1000K
Billboard
200K
Passenger
Shade
50K
Newspaper,
Magazine &
Publications 100k
School van
Branding
100K
Radio
Commercial &
Endorsement
100K
Paper
Insertion
10K
SMS
Marketing
5K
Inhouse
APPX. 26 LAC
REACH

14. Ice Cream Insight: Usage & Attitude Study
– Research done by MRB Bangladesh; in 2015; Quantitative, Face-to-face, Cluster based
– Respondents are from Divisional Cities, Aged 8-14 & 15 -40
Communication Element
Relevance with the Product,
Likeability, Lifts mood
Communication Visibility
Television, Billboard,
POS, Retailer Point

15. CONNECTING
Focus product / Category.
ASSOCIATION
Product Theme color shade. Like Contastic Flavor Shade
CONTENT
Comics, Story, Viral Video Social media, Eye Sticker.
TOUCH POINT
Bloop Single Lolly, Bloop Couple Berry Bomb, Photo Shoot, Super Hero Choco-Papa
Campaigns
04
03
02
01
PointsofParityNotions

16. TWO-TO-TANGO: NAUGHTY, FUN LOVING.
RASP-O-TUNG: LAZY, LIKES TO EAT.
BERRY BOMB: PRETTY, PLAYFUL, SELF CONSCIOUS.
CARAMELOWW: MACHO GUY.
JAZZ: MUSICIAN, FLIRTY, COOL GUY.

17. Bloop Eye Sticker

18. Bloop Eye

19. Shop Level Point of Parity
Consideration
– Shop Signage
– Shop Branding (In/Out)
Modality
– Signage consider based on location
– Segment placing instead of Range shot
Objective- Make the Brand Visible to Consumer Eye align with Focus Product and Logo

20. Existing

23. Shop Sign
Execution

24. Out Store
Visibility

25. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
POSM
Signage 400 in Dhk,250 In Chtg and ShY ,150 In Mym, NB and SB
CP Communication, NPD
Yearly Calendar Plan of Trade Visibility
CP CP
120 In Mym, NB and SB 80 In CoxBzr, Shy

26. Digital Knock in YouTube, Social Media, Online News Portal
Focus On
– National Celebration days
– T20 World Cup
– Consumer Promo
– Events and Activation
– New Product Launch
Modality
– Quiz Competition
– Sponsor
– Creative Art work
– OV
Objective- Consumer Engagement to Make Familiar with Brands
Digital
Click Only
Digital
Click and Mortar

27. Maintaining
Regular Digital
Effort
7
Launch
Google and
YouTube ads
Campaign
6
Area based
Digital
promotion
5
Web content
health
check
4
Consumer
Engaging
Content
3
Target
based SM
promotion
2
SKU Based
Product
Promotion
1
Digital
Marketing
Plan
2020
Digital Marketing Plan- 2020

28. Event and Activation
Focus TG
– School, College Student.
– Corporate.
– Residence in Apartment.
– Central Mosque.
Modality
– Activation in National Festival Day
– Ice Cream Fest in School/College
– Caravan Show Show
– Discount Sales Activation
Objective- Consumer Engagement to Make Familiar with Brands
Some Snaps from Yearly Years
2020
Spot & Flash Sale
School Events
Digital Activation
FB Page Post
Resort & Picnic Spot
Tun Tun Placing
Spot & Flash Sale
Park, Colony, Mosque

29. School Events
Focus Area
– Mohammadpur
– Khilgoan, Motijeel
– Mirpur
– Old Dhaka
Modality
– Communicator Material
– Spot Sales
Objective- Kidz and Teen Engagement to Make Familiar with Brands
Sl School Name Area
1 Wari High School Wari
2 Udayan Uchcha Madyamik Bidyalaya 3/3 Fular Road, Dhaka University
3 Azimur Grils Azimpur
4 Agrani Grils Azimpur
5 Kakoli High Aschool Dahanmondi-15
6 University Govt. Lab. DU
7 Uttara High School Uttara
8 Uttara girls High School Uttara
9 National Bangla High School Mirpur-2
10 Mirpur Govt. High School Mirpur-1
11 Mohammadpur Preparatory Higher Secondary School Mohammadpur
12 Kishalaya Girl'S School & College Mohammadpur
13 Siddheswari Girls High School Mogbazr
14 Khilgaon High School Khilgon
15 Shahjahan Pur Railway Govt. High School Motijheel
16 Motijheel Ideal School and College Motijheel
17 Mohakhali T&T School Mohakhali
18 Khilgoan Govt. Colony High School Khilgaon

30. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
School
Activation.
National
Festival Based
Spot Program
Spot Sales.
Gulshan, Banani, Mothijeel, Badda, Khilgoan,Md.pur,Mirpur, Dhanmondi,baridhara, Uttara
DAS/Falgun
/Valentines
Day
Mosque, Residential Apartment, Park, Resorts
Yearly Calendar Plan of Events and Activation
Pahela
Baishakh
Bus, Lanch,
Train
Terminal
Ice Cream
Fest

31. Rajuk Uttora College Sales Activations

32. Bloop Ice Cream Fest

33. Pohela Falgun Valentine Day’s
21th February Independence Day- Bogra
Bloop In National Celebration Days

34. Bloop Pohela Boisakh

35. Consumer Promo
Focus Segment
– Tub. Regular and Premium.
– Premium Cup.
– Premium Cone.
Modality
– Gift, Scratch Card.
– Quiz Competition.
– SMS based Lottery.
Objective- Rewarding Existing, Retention and Grabbing New Consumer
Month Major Events CP Product/ Virtual Reaching Communication
Jan DITF Youtube Bumper, ScM, Online News & Press Insert
Feb Boi Mela / Falgun/ Valantain day/ DAS Chc. Cone || Free mini Squeeze POSM, Youtube Bumper, ScM, Online News & Press Insert
Mar Independence Day Double Sunday || Price Discount POSM, Youtube Bumper, ScM, Online News & Press Insert
Apr Boishakh
New Prm. Tub || Scratch Card POSM, Youtube Bumper, ScM, Online News & Press Insert
May Ramadan & Eid
Jun
Jul Humayun Ahmed death anniversary Quiz Completion Youtube Bumper, ScM, Online News & Press Insert
Aug Eid-Ul-Adha Chc. Cone || Free mini Squeeze POSM, Youtube Bumper, ScM, Online News & Press Insert
Sep
Oct T20 WC / Durga
1ltr. Tub Tub || Full Toss Ball POSM, YouTube Bumper, ScM, Online News & Press Insert
Nov
Dec Victory Day Quiz Completion YouTube Bumper, ScM, Online News & Press Insert

36. MarketShare
Tk1,400cr industry grows fast at 15% rate
Rising income levels, increase of access to electricity across the
country, and changes in social structure and food habits

37. MarketShareofSales
IGLOO
33%
POLAR
28%
LOVELLO
13%
Kwality
10%
Za n Zee
8%
BLOOP
5%
SAVOY
2%
Others
1%
Brand Yr 2018
Yr 2019
(Cum Oct)
Annualize
Nov-Dec
Total
2019
Growth
IGLOO 428.00 438.00 25.76 463.76 8.36%
POLAR 362.00 381.00 22.41 403.41 11.44%
LOVELLO 132.00 178.00 10.47 188.47 42.78%
Kwality 118.00 127.00 7.47 134.47 13.96%
Za n Zee 103.00 114.00 6.71 120.71 17.19%
BLOOP 56.40 61.93 3.64 65.57 16.26%
SAVOY 23.00 1.35 24.35 0.00%
Others 20.00 10.00 0.59 10.59 -47.06%
Total 1,219.40 1,332.93 78.41 1,411.34 15.74%

38. Segment wise comparison in Industry
28%
25%
23%
13%
1%
9% 0.46%
0.51%
30%
25%
15%
12%
6%
5%
5%
1.00%
0.80%
0.03%
Stick (R) Cone Cup (R) Tub Tub (P) Stick (P) Cup (P) Parlor Cake Squeezy/Calipo
Bloop Contribution Industry Average Contribution
Segment
Segment wise Comparison
Amount in Cr
Industry Bloop
Bloop
Share
Stick(R) 423.40 18.43 4.35%
Stick (P) 70.57 - 0.00%
Cup(R) 211.70 14.97 7.07%
Cup(P) 70.57 5.97 8.46%
Cone 352.83 16.21 4.60%
Squeeze/Calipo 0.42 0.36 84.12%
Tub 171.76 8.54 4.97%
Tub(P) 84.68 0.79 0.93%
Cake 11.29 - 0.00%
Parlor 14.11 0.30 2.16%
Total 1,411.34 65.57 4.65%

39. Segment wise L3Y Business Scenario
National Segment 2017 2018 2019
Sales Cone (P) 13,457,962 10,820,626 7,321,356
Contribution Cone (P) 2.81% 1.92% 1.17%
Sales Cone (R) 118,294,557 159,883,478 147,060,393
Contribution Cone (R) 24.68% 28.39% 23.54%
Sales Cup (P) 19,242,192 39,277,739 56,959,427
Contribution Cup (P) 4.01% 6.98% 9.12%
Sales Cup (R) 96,294,681 116,040,344 141,036,807
Contribution Cup (R) 20.09% 20.61% 22.57%
Sales Stick Lolly 14,618,434 12,112,993 9,504,449
Contribution Stick Lolly 3.05% 2.15% 1.52%
Sales Stick Molded 74,605,286 70,071,303 63,239,830
Contribution Stick Molded 15.57% 12.44% 10.12%
Sales Stick Mini 52,943,306 84,409,091 100,684,925
Contribution Stick Mini 11.05% 14.99% 16.11%
Sales Tub (P) 16,772,053 14,798,012 10,007,558
Contribution Tub (P) 3.50% 2.63% 1.60%
Sales Tub (R) 66,928,378 47,839,961 82,117,826
Contribution Tub (R) 13.96% 8.50% 13.14%
Sales Parlor 582,911 2,502,466 3,114,298
Contribution Parlor 0.12% 0.44% 0.50%
Sales Squeezy 5,559,787 5,338,854 3,774,971
Contribution Squeezy 1.16% 0.95% 0.60%
• Only in 4 Segments
it has seen positive
trend out of 11.
• Cone (R),Cup (R),
Stick Mini, Stick
Molded contributes
72%+ Business.
** Value is Upto Oct,19

40. Contribution Sales Figure
Segment
Contribution on
National
Contribution
Within Segment
2017 2018 2019 2017 2018 2019
Cone (P) 2.81% 1.92% 1.17% 13,457,962 10,820,626 7,321,356
Cone (R) 24.68% 28.39% 23.54% 118,294,557 159,883,478 147,060,393
Cone Regular 100ml 100.00% 67.17% 66.84% 118,294,557 107,398,505 98,290,273
Cone Regular Mini 70ml 0.00% 32.83% 33.16% 52,484,973 48,770,120
Cup (P) 4.01% 6.98% 9.12% 19,242,192 39,277,739 56,959,427
Cup Premium 100ml 100.00% 53.05% 27.25% 19,242,192 20,838,763 15,518,690
Single Sundae 0.00% 46.95% 72.75% 18,438,976 41,440,737
Cup (R) 20.09% 20.61% 22.57% 96,294,681 116,040,344 141,036,807
Ball 0.00% 4.46% 1.97% 5,171,980 2,784,442
Cup Regular 100ml 90.34% 64.50% 61.25% 86,989,944 74,851,123 86,391,698
Cup Regular 50ml 9.66% 31.04% 36.77% 9,304,737 36,017,241 51,860,666
Parlor 0.12% 0.44% 0.50% 582,911 2,502,466 3,114,298
Tub Premium 5L 3.27% 0.00% 0.23% 19,040 7,202
Tub Regular 5L 96.73% 100.00% 99.77% 563,871 2,502,466 3,107,097
Squeezy 1.16% 0.95% 0.60% 5,559,787 5,338,854 3,774,971
Little Squeezy 51.62% 6.84% 0.00% 2,869,886 365,143
Squeezy 48.38% 93.16% 100.00% 2,689,901 4,973,712 3,774,971
Stick Lolly 3.05% 2.15% 1.52% 14,618,434 12,112,993 9,504,449
Stick Mini 11.05% 14.99% 16.11% 52,943,306 84,409,091 100,684,925
Milk Bar 0.00% 6.43% 6.88% 5,423,812 6,924,216
Stick Mini 100.00% 93.57% 93.12% 52,943,306 78,985,279 93,760,708
Stick Molded 15.57% 12.44% 10.12% 74,605,286 70,071,303 63,239,830
Tub (P) 3.50% 2.63% 1.60% 16,772,053 14,798,012 10,007,558
Tub Double Sundae 0.75L 76.64% 69.94% 69.42% 12,853,346 10,349,228 6,947,744
Tub Premium 0.5L 5.19% 5.50% 4.06% 871,248 813,614 405,962
Tub Premium 1L 18.17% 24.56% 26.49% 3,047,459 3,633,781 2,650,518
Tub Sorbet 0.5L 0.00% 0.01% 0.03% 1,389 3,333
Tub (R) 13.96% 8.50% 13.14% 66,928,378 47,839,961 82,117,826
Tub Regular 0.25L 0.00% 0.00% 17.08% 14,028,449
Tub Regular 0.5L 47.93% 49.80% 41.36% 32,078,825 23,825,464 33,962,753
Tub Regular 1L 52.07% 50.20% 41.56% 34,849,553 24,014,497 34,126,624
Grand Total 100.00% 100.00% 100.00% 479,299,546 563,094,866 624,821,840
Business is
shifting to
Mini Category
*Value is Upto Oct,19

41. Our Special Priority Segments
• Stick as we have only 4% market share
• 1 Ltr Premium Tub as we are going to launch 4 new SKU
• Mini SKU as sales is positive trendy in this segment.

42. Which Segment in Which Area …
Contributory Potential But Low Focused
Area
Yearly
Contribution
1 Top 2 Top * ** *** ****
Dhaka East 11.42% Cone (R) Cup (R) Cup (P) Stick Lolly Cone (P) Squeeze
Dhaka North 11.32% Cone (R) Stick Mini Stick Lolly Squeeze Cone (P) Tub (P)
Dhaka South 8.11% Cone (R) Cup (R) Tub (P) Cone (P) Squeeze Parlor
Dhaka West 11.35% Cone (R) Cup (R) Stick Lolly Tub (P) Squeeze Parlor
Narayangonj 7.97% Cone (R) Stick Mini Stick Molded Cup (P) Stick Lolly Squeeze
Mymensingh 6.75% Cone (R) Cup (R) Stick Mini Stick Molded Stick Lolly Squeeze
North Bengal 4.93% Cup (R) Cone (R) Stick Mini Stick Molded Stick Lolly Squeeze
South Bengal 6.89% Cup (R) Cone (R) Stick Molded Cone (P) Stick Lolly Squeeze
Chattogram 9.97% Cup (R) Tub (R) Stick Lolly Cone (P) Squeeze Parlor
Cumilla 7.75% Cup (R) Cone (R) Stick Lolly Parlor Squeeze Cone (P)
Noakhali 7.02% Cup (R) Cone (R) Tub (P) Stick Lolly Squeeze Cone (P)
Sylhet 5.31% Cup (R) Tub (R) Cone (P) Stick Lolly Parlor Squeeze
HORECA 0.08% Cup (P) Cup (R) Squeeze Tub (P) Tub (R) Parlor
MT 1.12% Tub (P) Tub (R) Squeeze Cone (R) Cup (P) Stick Molded

43. Segment Dependency in Areas
16.46%
9.20%
6.54%
21.92%
2.15%
2.78%
6.36%
3.87%
5.51%
0.90%
0.00%
8.61%
0.88%
14.82%
1.63%
0.92%
0.91%
2.19%
0.31%
0.47%
1.46%
0.64%
0.63%
0.13%
0.00%
1.84%
11.90%
15.00%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Cone (P) On National On Area
11.85%
13.26%
8.74%
11.77%
9.70%
8.72%
4.73%
6.18%
6.18%
7.87%
7.00%
3.67%
0.04%
0.29%
24.46%
27.59%
25.39%
24.44%
28.66%
30.48%
22.64%
21.15%
14.61%
23.93%
23.49%
16.29%
11.51%
6.17%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Cone (R) On National On Area
National Segment Section 2017 2018 2019
Sales Cone (P) 13,457,962 10,820,626 7,321,356
Contribution Cone (P) 2.81% 1.92% 1.17%
Sales Cone (R) 118,294,557 159,883,478 147,060,393
Contribution Cone (R) 24.68% 28.39% 23.54%
*Value is Upto Oct,19

44. 11.56%
13.87%
7.12%
11.17%
7.16%
8.81%
6.10%
6.29%
7.53%
7.49%
5.74%
6.18%
0.24%
0.75%
9.20%
11.12%
7.97%
8.94%
8.16%
11.86%
11.24%
8.29%
6.86%
8.78%
7.42%
10.57%
25.78%
6.12%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Cup (P) On National On Area
10.15%
8.29%
7.42%
10.75%
6.65%
6.96%
6.09%
9.18%
11.14%
9.07%
8.44%
5.70%
0.05%
0.12%
20.09%
16.54%
20.67%
21.43%
18.84%
23.34%
27.93%
30.12%
25.27%
26.45%
27.17%
24.27%
12.28%
2.40%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Cup (R) On National On Area
National Segment Section 2017 2018 2019
Sales Cup (P) 19,242,192 39,277,739 56,959,427
Contribution Cup (P) 4.01% 6.98% 9.12%
Sales Cup (R) 96,294,681 116,040,344 141,036,807
Contribution Cup (R) 20.09% 20.61% 22.57%
Segment Dependency in Areas
*Value is Upto Oct,19

45. 16.46%
9.20%
6.54%
21.92%
2.15%
2.78%
6.36%
3.87%
5.51%
0.90%
0.00%
8.61%
0.88%
14.82%
1.63%
0.92%
0.91%
2.19%
0.31%
0.47%
1.46%
0.64%
0.63%
0.13%
0.00%
1.84%
11.90%
15.00%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Tub (P) On National On Area
9.31%
7.60%
7.70%
9.95%
6.70%
6.11%
4.34%
6.32%
14.16%
9.45%
9.19%
7.15%
0.02%
1.99%
10.73%
8.83%
12.48%
11.54%
11.05%
11.93%
11.58%
12.08%
18.70%
16.05%
17.24%
17.72%
3.92%
23.40%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Tub (R) On National On Area
National Segment Section 2017 2018 2019
Sales Tub (P) 16,772,053 14,798,012 10,007,558
Contribution Tub (P) 3.50% 2.63% 1.60%
Sales Tub (R) 66,928,378 47,839,961 82,117,826
Contribution Tub (R) 13.96% 8.50% 13.14%
Segment Dependency in Areas
*Value is Upto Oct,19

46. 22.20%
13.53%
10.79%
11.98%
10.41%
4.73%
2.87%
2.07%
10.83%
4.36%
0.66%
4.33%
0.23%
1.00%
2.95%
1.81%
2.02%
1.60%
1.98%
1.06%
0.88%
0.46%
1.65%
0.85%
0.14%
1.24%
4.21%
1.36%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Stick Lolly ) On National On Area
10.73%
15.02%
8.20%
12.89%
7.55%
6.03%
4.58%
4.99%
11.94%
4.66%
7.26%
5.55%
0.08%
0.51%
9.51%
13.42%
10.23%
11.49%
9.58%
9.03%
9.40%
7.33%
12.11%
6.09%
10.46%
10.56%
9.85%
4.64%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Stick Molded On National On Area
11.76%
12.41%
9.15%
11.14%
9.90%
4.60%
4.06%
7.90%
10.59%
7.73%
5.57%
5.17%
0.01%
0.01%
16.62%
17.69%
18.20%
15.84%
20.04%
10.99%
13.28%
18.51%
17.14%
16.11%
12.81%
15.69%
1.59%
0.11%
DE DN DS DW NRG MYM NB SB CHT CUM NKH SHY HORC MT
Stick Mini On National On Area
National Segment Section 2017 2018 2019 *Value is Upto Oct,19
Sales Stick Lolly 14,618,434 12,112,993 9,504,449
Contribution Stick Lolly 3.05% 2.15% 1.52%
Sales Stick Molded 74,605,286 70,071,303 63,239,830
Contribution Stick Molded 15.57% 12.44% 10.12%
Sales Stick Mini 52,943,306 84,409,091 100,684,925
Contribution Stick Mini 11.05% 14.99% 16.11%
Segment Dependency in Areas

47. FactorsthateffectIceCreamBusiness
• Impulsive Product – Placement and Visibility at Right Place matters.
• Logistics based business - Storage Capacity matters for replenishment in each
layer throughout the chain.
• Cold Chain- Maintain product quality and taste.
• Relationship - Between DB and Retailers matters for credit control and asset
management.
Consideration to Grab Market Share
• Identify growth scope in Segments compare to Industry.
• Finding scope in different Areas for different Segments.

48. Which Segment in Which Area …
Contributory Potential But Low Focused
Area
Yearly
Contribution
1 Top 2 Top * ** *** ****
Dhaka East 11.42% Cone (R) Cup (R) Cup (P) Stick Lolly Cone (P) Squeeze
Dhaka North 11.32% Cone (R) Stick Mini Stick Lolly Squeeze Cone (P) Tub (P)
Dhaka South 8.11% Cone (R) Cup (R) Tub (P) Cone (P) Squeeze Parlor
Dhaka West 11.35% Cone (R) Cup (R) Stick Lolly Tub (P) Squeeze Parlor
Narayangonj 7.97% Cone (R) Stick Mini Stick Molded Cup (P) Stick Lolly Squeeze
Mymensingh 6.75% Cone (R) Cup (R) Stick Mini Stick Molded Stick Lolly Squeeze
North Bengal 4.93% Cup (R) Cone (R) Stick Mini Stick Molded Stick Lolly Squeeze
South Bengal 6.89% Cup (R) Cone (R) Stick Molded Cone (P) Stick Lolly Squeeze
Chattogram 9.97% Cup (R) Tub (R) Stick Lolly Cone (P) Squeeze Parlor
Cumilla 7.75% Cup (R) Cone (R) Stick Lolly Parlor Squeeze Cone (P)
Noakhali 7.02% Cup (R) Cone (R) Tub (P) Stick Lolly Squeeze Cone (P)
Sylhet 5.31% Cup (R) Tub (R) Cone (P) Stick Lolly Parlor Squeeze
HORECA 0.08% Cup (P) Cup (R) Squeeze Tub (P) Tub (R) Parlor
MT 1.12% Tub (P) Tub (R) Squeeze Cone (R) Cup (P) Stick Molded

49. Nationally Competitor's Logistics Comparison
Brand
Logistics
Remarks
Cold Room RDF Ref: Van Haulage Van pickup van
BLOOP 2 lac litter 8,900 23 8 1
IGLOO 9 lac litter 30,000 60 41 20
POLAR 8.6 lac litter 23,000 53 17 20
ZA n ZEE 3.60 litter 15,500 38 8 12
LOVELLO 4.55 lac litter 10,650 36 8 11
Total 27.75 lac litter 88,050 210 82 64

50. New Sales Incentive Modality
Monthly Quarterly
TM
(Territory)
SO DSR
TM
(Territory)
SO DSR
TM
(Territory)
SO DSR
Type & Condition Particulars Maximum Maximum Maximum Ims Value 100% - 110% IMS value 110% +
Value
(Zero Undelivery)
100% Lifting target Achievement
(value)
1,000 500 500 4,000 2,000 2,000 8,000 4,000 4,000
100% Lifting target Achievement
(value) +
separately All Segments (Cup, Cone,
Stick, Tub) Target achievement
5,000 4,000 2,000 10,000 6,000 3,000 20,000 12,000 6,000
SKU
Minimum 20 Out of Regional Focus 30
selective Unit will be 30 Taka each
600 600 600
From 21 to above, each SKU will be 20
taka
700 700 700
Freezer Sales of DB
10,000Tk Freezer minimum 90% of RU
(Active+Inactive)
3,200 1,200 1,200
Total Single Period 10,500 7,000 5,000 14,000 8,000 5,000 28,000 16,000 10,000
Total Yearly 126,000 84,000 60,000 56,000 32,000 20,000 112,000 64,000 40,000
For 100% Achiever
Yearly Total (including Monthly +
Quarterly)
182,000 116,000 80,000
For 110% Achiever Yearly Total 238,000 148,000 100,000
For 100% Achiever Avg 12 Month 15,167 9,667 6,667
For 110% Achiever Avg 12 Month 19,833 12,333 8,333

51. Trade Bonus, Loyalty Program
Consideration
– Avoid gross discount
– Segment oriented
– Electricity Bill Support
– High business high discount
Modality
– Upfront Bonus
– Post adjustment
Objective- Boosting sales of focused segments

52. Trade Expense 2019
Month Sales Actual Cost Actual Cost %
Jan 18,635,420 1,403,970 7.53%
Feb 42,845,650 2,371,469 5.53%
Mar 75,407,374 5,988,375 7.94%
Apr 85,034,153 10,783,065 12.68%
May 100,529,706 7,802,943 7.76%
Jun 60,425,737 4,370,083 7.23%
Jul 61,066,752 4,496,415 7.36%
Aug 97,721,141 8,908,033 9.12%
Sep 33,187,477 3,684,622 11.10%
Oct 44,522,441 5,235,478 11.76%
Nov 9,803,091 882,047 9.00%
Dec 3,824,717 253,528 6.63%
Total 633,003,660 56,180,027 8.88%
MT 25,104,259 247,437 0.99%
GT 607,899,401 55,932,590 9.20%
Total 633,003,660 56,180,027 8.88%
DB Incentive Half Monthly 317,881 0.05%
DB Incentive First 10 Days 35,704 0.01%
DB Incentive monthly 2,713,523 0.44%
DM incentive 1,886,559 0.30%
1% Collection Incentive - 0.00%
DBSR Salary 1,445,000 0.23%
Joutho biponon 293,933 0.05%
Sales Incentive 1,794,450 0.29%
Secondary memo program 705,020 0.11%
100K invoice program 213,219 0.03%
Retailer Loyalty Program 155,831 0.03%
DB Benefit Program - 0.00%

53. Sales-Outstanding comparison
97.32
63.64
91.35
93.42
64.10
52.66
37.79
54.37
81.51
65.03
55.25
40.61
85.69
58.32
88.09
75.45
50.02
34.61
34.72
45.34
66.82
55.70
46.04
28.06
75.60
56.64
72.96
79.75
56.28
45.54
34.92
47.16
74.23
55.26
48.03
34.45
146.72
65.41
117.40
139.03
58.84
36.97
33.83
49.05
58.56
51.22
57.96
37.28
284.22
185.21
300.18
196.10
102.60
66.82
50.98
56.57
125.72
88.03
73.27
40.99
DE DS DW DN NRG Mym NB SB CHT Com NKH SHY
Lifting Net IMS Collection Active DB Outstanding Total Outstanding
**Figures
in lac
2018
Growth %
13% 10% 15% 21% 31% 45% 5% 69% 0.81% 15% 13% 58%
2019
Growth %
36% -0.42% 17% 21% 19% 40% 58% 82% 39% 32% 42% 29%
95.94
64.71
93.57
95.41
63.39
54.64
41.70
56.62
79.15
64.27
56.63
43.64
95.50
64.50
95.33
79.48
55.44
43.79
41.86
54.32
73.80
56.88
49.35
35.33
78.07
57.85
73.07
79.63
57.73
48.14
37.56
48.21
70.92
55.67
48.72
38.22
135.62
55.55
150.62
142.25
45.19
29.12
26.00
52.01
57.46
52.54
52.49
32.40
90.02
57.29
151.64
106.74
27.88
29.58
22.49
55.30
52.63
49.31
44.85
33.30
272.45
175.81
332.90
199.30
88.80
58.49
42.29
59.58
125.30
89.14
67.76
36.10
DE DS DW DN NRG Mym NB SB CHT Com NKH SHY
Lifting Net IMS Collection Active DB Outstanding Dues Total Outstanding
**Figures
in lac
2018
Growth %
13% 10% 15% 21% 31% 45% 5% 69% 0.81% 15% 13% 58%
2019
Growth %
4.07% -21.25% -6.67% -4.02% -8.48% 13.15% 35.72% 47.60% 4.63% 1.30% 13.32% 8.22%
Upto
July
Upto
Septembe
r

54. Grade wise per freezer sales GRADE DESCRIPTION: A+ >10; A >8; B >5; C >2; D >0
14.8%
16.6%
15.1%
17.7%
21.3%
17.8%
20.4%
12.8%
17.1%
17.1%
18.0%
18.6%
20.4%
19.0%
Mar Apr May Jun Jul Aug Sep
A Grade Sales %
57.4%
59.3%
64.9%
54.4%
41.8%
63.2%
47.3%
29.6%
37.6%
45.1%
32.6%
23.2%
43.5%
28.0%
Mar Apr May Jun Jul Aug Sep
A+ Grade Sales %
19.1%
18.6%
15.3%
20.5%
26.3%
15.4%
27.9%
23.3%
26.2%
23.7%
28.7%
31.3%
23.9%
36.4%
Mar Apr May Jun Jul Aug Sep
B Grade Sales % Freezr No%
8.0%
5.1%
4.4%
7.1%
9.9%
3.5%
4.1%
16.7%
12.6%
12.1%
17.4%
21.0%
9.6%
9.2%
Mar Apr May Jun Jul Aug Sep
C Grade Sales %
0.7%
0.4%
0.3%
0.3%
0.7%
0.1%
0.3%
17.7%
6.5%
2.0%
3.3%
6.1%
2.7%
7.3%
Mar Apr May Jun Jul Aug Sep
D Grade Sales % Freezr No%
14.99
14.52
14.67
15.33
14.02
15.02
14.10
8.95
8.93
9.02
8.99
8.93
9.04
8.95
6.35
6.57
6.57
6.56
6.54
6.65
6.40
3.70
3.71
3.72
3.76
3.68
3.75
3.66
0.30
0.57
1.28
0.91
0.89
0.49
0.39
7.73
9.22 10.19
9.18 7.77
10.33
8.35
Mar Apr May Jun Jul Aug Sep
National A+ A B C D Total Avg
As of October No. Of GH Freezer Sales (As of Monthly Freezer Sales Report)
Active Inactive Total March April May June July August September
National 8239 689 8928 8571 7297 7146 8279 7903 8373 8767
**Figures in
Thousand

55. MARKET VISIT OBSERVATION

56. Activities
Market Visit
• Taltola Market Khilgoan
• East Rampura
• Niketon Bazar
• Mohakhali Sattola Bosti
• Mohammadpur
• Dhaka Uddyan
• Uttara Sector 7
• Badda Satarkul
• Vatara Hati Bari
• Modern Trade- Indira Road, Panthapoth
• Ashulia
• Lalbag
Team Meeting
• Dhaka TM Meeting June (Ice-cream)
• Sales Planning Meeting (Ice –Cream)
• Dhaka Region ASM Meeting July (Ice-cream)
• National TM Meeting July (Ice-cream)
• Sales Planning Meeting (Frozen- GT & MT)
• Sales Planning Meeting (Frozen- GT)

57. Market
General Trade
• Significantly low freezer placement compare to Igloo/Polar.
• Mostly freeze are not in prime spot.
• Old branding is observed in some of freezes.
• On an average 6-8 SKU is available in outlets. (Visited Market)
• RF Space utilization is poor.
• Lack of Merchandising.
• Repeated Technical Problem of freezers.
• Load & Focus in contributing freezers.
• Low contributing freezers lacks focus
OverviewOfVisited Market

58. Allauddin Store 2, Vhatara , Near to Depot.
Old branding and Low presence of our product, Others Product. Ice filled
Freezer. Monthly Business is too poor . Less than 2000tk.
PoorMerchandising

59. Rabbi Store (Tong), Vhatara , Near to Depot.
Low presence of our product, Others Product. Monthly Business is too poor .
BadPlacementofFreezer

60. Mehedi Hasan Gen Store. Uttra Section 3
Poor presence of our product, Others Product. Credit Issue. This out is not in Prime spot even
observed significant low presence of others grocery item. Almost zero Investment.
Wrong Outlet Choosing.
BadPlacementofFreezer

61. SO Taking order but not cleaning .
Servicing Gap.
IcefullFreeze

62. SO Taking order but not cleaning .
Servicing Gap.
IcefullFreeze

63. MarketFeedbackonProducts
• Product complain of Sogginess that is
unsolved from market, makes people demotivated.
• Plastic Lid on Cone is New Trend where we are
still not in even Premium.
• Tub Premium Packaging could be more Attractive
like can be served in Lock System Tiffin Box with
Double color.
• Ice cream in Tub can be more decorative with
Jello, Nuts and chocolate.
• Lucrative and Decorative Tub can boost Sales
both in GT and MT.
OverviewOfVisited Market

64. ProcessandPlanning
• Day to day SKU wise IMS Monitoring gap.
• In a route Freezer placement now is scattered and distancing. Plan for
cluster and compact in particular route/ demarcation.
• DB placement in corner edge of market.
• Reluctant in qualitative objective chasing.
• Irregularity in Basic Sales Data Sharing. I.e ; Daily IMS, Freezer Sales , Stock ect
• Low commitment level in meeting deadline of claim sending, reporting and
value adding market activities execution
• Duplication, cross flow, over flow of Job role.
KeyPointtoImprove

65. Competitor’s Marketing Activities
IGLOO
• Avg expense on Trade 12%
• Active in Digital Engagement.
• AV in Facebook, YouTube Bumper, Slid show
in search engine
• Household Campaign.
• Product based brand communication.
• Active in ATL & BTL.
• Spot sales and School Campaign.
• Strong foothold in Tun Tun Sales
• Event pioneering, TV program sponsoring.
• CP with TUB on Home delivery.
POLAR
• Avg expense on Trade 13%
• Active in Digital Engagement.
• AV in Facebook, YouTube Bumper, Slid show
in search engine
• Corporate campaign.
• Emphasis on premium SKU.
• Active in ATL & BTL.
• Radio program sponsoring.
• CG Animation based digital content.
OverviewOfVisited Market

66. ChallengeandOpportunity for BlooptoIncreaseSales
Challenge
• Storage Capacity.
• Low business generating RF is high.
• Trap into Credit cycle in both retail and DB.
Opportunity
• Urban Market demand is increasing.
• Mini Ice cream segment is increasing.
• Regenerate Inactive freezer Business.

67. RedefinetheMissionofSales
ForLongTermSustainableGrowth
•Achievement %
•Growth %
•Collection %
•Number SKU Achievement %
•Category Achievement %
•NPD Business
Quantitative
• DB retention rate.
• DB level Stock Investment at required level.
• Incentive taker.
• 10K+ Biz freezer.
• Reduction of inactive freezer.
• Reduction of Damage.
Qualitative
 Cascade the mission
objective to Every Layer
from SO to HOS.
 Periodic feedback and
appraisal.
 NSM, HOS share qualitative
improvement update on
Grid basis.
 Timeline based preplan and
execution.

68. Development ofStrategicPillar
Focus on SKU
Orientation
SKU wise IMS Record Daily Basis SO > DB > TM
Long Term Sales
Planning
Geographic Set up
DB Hygiene
Improvement
Area wise Focus
Category
Prospect Retailer
Database
KPI for Top Sales
Leaders
Visibility and
Merchandising
In Store - Value
Outlet
In Store-
Outlet at
Prime
Location
Out Store-
Modern Trade
and Super
Store
School-College
Adjacent Outlet
Decoration and
Wall Painting
Town Prime
Spot Wall
Painting and
3D Billboard
Sales – Mkt
Collaboration
Training &
Development
SO - Basic Sales and
Merchandising
TM- DB Management,
Report Analysis,
Complain handling
ASM and Above – Long
Term Sales and Trade
marketing Planning
HR, MKT Collaboration
Next Leader
Development for
Long term
Potential SO can be promoted as
Biz Development Officer will train
up for TM
Introduce Leadership
scoring start from TM.
Define Authority
Matrix among Top
Sales Leaders.
HR, MKT Collaboration

69. Development ofStrategicPillarRole of Contributors to
Focus on SKU
Orientation
SKU wise IMS Record Daily Basis SO > DB > TM
Long Term Sales
Planning
Geographic Set up
DB Hygiene
Improvement
Area wise Focus
Category
Prospect Retailer
Database
KPI for Top Sales
Leaders
Visibility and
Merchandising
In Store - Value
Outlet
In Store-
Outlet at
Prime
Location
Out Store-
Modern Trade
and Super
Store
School-College
Adjacent Outlet
Decoration and
Wall Painting
Town Prime
Spot Wall
Painting and
3D Billboard
Sales – Mkt
Collaboration
Training &
Development
SO - Basic Sales and
Merchandising
TM- DB Management,
Report Analysis,
Complain handling
ASM and Above – Long
Term Sales and Trade
marketing Planning
HR, MKT Collaboration
Next Leader
Development for
Long term
Potential SO can be promoted as
Biz Development Officer will train
up for TM
Introduce Leadership
scoring start from TM.
Define Authority
Matrix among Top
Sales Leaders.
HR, MKT Collaboration
Sales
Data Collect & Publish
Marketing
Demand Planning &
Allocation
Production
RM & PM planning,
Production and Storage
Marketing
Set Standards Operation
Procedure
Sales
Plan , Record and Execute
HR
Integrate in KPI and Publish
performance on periodic
Sales
Category wise outlet list prepare,
Validate and Share
Marketing
Check feasibility, Planning &
Execution
Supply Chain
PO Issue and Billing
Sales
Manpower selection and Raise
proposal
HR
Validate, prepare schedule,
execute and post evaluation
Marketing
Suggest training content
Marketing
Suggest SOP for Evaluation
HR
Evaluation , Validate and
Execute
Sales
Provide necessary data on
required

70. Price call consideration to Increase
Product Type Bloop Igloo Polar Lovello Za n Zee Kwality Remark
Chocobar 25 30 30 25 25 25 Igloo & Polar recently took price call
Mini Chocobar 15 20 15 15 20
Shell n Core 20 20 20 18 20 20
Lolly 15 15 15 15 15 15
Regular Cup 20 25 20 20 20 20 Igloo recently took price call
Mini Cup 10 10
Single Sundae 35 35 35 35 35 35
Regular Cone 40 50 50 45 40 45
Mini Cone 25 30 25
Regular Tub 1 Liter 200 215 215 210 190 225 Igloo & Polar recently took price call
Regular Tub 0.5 Liter 100 110 110 105 100 115 Igloo & Polar recently took price call
Regular Tub 0.25 Liter 50 50
Double Sundae 750 ml 200
Double Sundae 1 Liter 275 275 250 250 280 Igloo & Polar recently took price call

71. SELLING
Thank You 