Target French Ice Cream Lovers
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The document provides a strategic business plan for a premium ice cream brand called "Crème De La Crème". It includes segmentation and targeting of consumers belonging to socioeconomic classes A and B in Bangladesh. It positions the brand as a premium ice cream with authentic French taste using original recipes. The positioning statement emphasizes high quality and French taste. Brand elements like logo, name, and packaging are designed to create awareness and visual identity. A multi-channel distribution strategy is outlined using both direct and indirect channels. Pricing strategies aim to be above normal brands but below luxury brands. An integrated marketing communications plan includes advertising, sales promotions, public relations and social media to build the brand across all touchpoints.
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Target French Ice Cream Lovers
- 2. Competitor Profile Competitors Direct Competitors Indirect Competitors Same product category Same consumer need Different product category Same consumer need
- 3. Competitor profile Competitors Direct Competitors Indirect Competitors
- 4. SEGMENTATION Demographic Segmentation Age 0-10 years 10-20 years 20-30 years 40-50 years 50+ years Education level Uneducated SSC SSC/HSC or equivalent Bachelors Masters PhD/Post Doc. Income 3k-10k taka 10k-20k taka 20k-30k taka 40k-50k taka 50k+ Gender Male Female Marital Status Unmarried Married
- 5. TARGET MARKET PROFILE Age 11-20 20-30 30-40 40-50 Education level SSC/HSC or equivalent Bachelors Masters PhD/Post Doc. Income 20k-30k 30k-40k 40k-50K 50k+ Gender Male Female Marital Status Unmarried Married
- 6. POSITIONING POINT OF DIFFERENTIATION French Recipe & taste ingredient Branding Desirability • Real taste of French ice- cream • Ingredient branding- Nutella & Cadbury Dairy Milk Deliverability • Original French recipe and trained chefs Differentiated •French taste & quality
- 7. POSITIONING Point of Parity • category point of parity Refreshing, and tasty ice-cream • competitive point of parity different flavours & customizing options like Cream & Fudge. Positioning Strategies 1.Positioning by product attribute 2.Positioning by product quality 3.Positioning by price 4.Positioning by competitor 5.Positioning by Brand Character
- 8. POSITIONING Positioning Statement- To consumers belonging to the socio-economic class A & B in Bangladesh who want to have a good quality premium brand ice-cream, our brand ‘Crème De La Crëme ‘ is a premium brand ice-cream which serves the taste of real French Ice- Cream.
- 9. POSITIONING Brand Mantra To provide good quality ice-creams with original French recipe. Components of brand mantra Brand Function -Premium brand ice-cream -Quality ice-cream with real French taste Descriptive Modifier -Consumers belong to the socio economic class A and B. Emotional Modifier -providing good quality & taste of real French ice-cream
- 10. Product Strategy Actual Product Level Core Customer Benefit Augmented Product Level Great Taste Feeling of Pleasure Membership Card Different Flavored Ice Cream
- 12. Product Strategy Perception Means Understanding Quality means the ability of a product to keep the consumers happy Perceived Quality 1. Exceeding the customers expectation 2. Providing Superior Quality Products
- 13. Product Strategy Customer Value of the Product
- 15. BRAND NAME Unique and Distinctive Enhances brand awareness Educate Consumers by investing Crème De La Crème
- 16. Brand Character CREATES AWARENESS Snowman made up with ice cream scoops and cones Unique and rich in color and imagery Attentions grabbing and consumers will remember
- 17. BRAND LOGO VISUAL IDENTITY FOR BRAND UNIQUE ASSOCIATION FOR THE BRAND ENHANCING BRAND AWARENESS CONSUMERS CAN IDENTIFY THE BRAND
- 18. PRODUCT PACKAGING 1 • Protect the product 2 • HELPS TO Transport the product 3 • Identify the product 4 • flip-top lid for easy consumption
- 19. PRODUCT LABELLING 2 INFORMATION OF THE PRODUCT 1 IDENTIFY THE PRODUCT
- 20. Distribution Strategy Explaining Winning Channel We have utilized WINNING CHANNEL for our product Third Party Marketing Intermediaries Company Outlets and Parlors Product delivered to the customers
- 21. Channel Strategy Conventional Marketing Channel An indirect channel Utilizing third party marketing intermediaries who are separate businesses. Products sold through retail stores, super stores, grocery shops etc. A direct channel Company owns the entire distribution Marketing Channel and Distribution Products sold through company outlets. Vertical Marketing System
- 22. Pricing Strategy Price level • Above normal brand price level • Below Luxury brand price level. Price rate • Parlor price tk185/scoop. • Retail price tk90/piece. Pricing Strategy • Value Based Pricing Strategy • Not too high for the customer and not too low for us to make profit. • Customers would feel that they are getting more than what they are paying for.
- 23. Pricing Strategy Different flavors Parlor Price Retail Price Chocolate chips: A light flavored vanilla ice cream with chocolate chips. Taka 185 Taka 90 Nuttella Cream Taka 185 Taka 90 Dairy Cadbury Chocolate: A richly made heavy chocolate ice cream. Taka 185 Taka 90 Black Raspberry crunch: A rarely made black raspberry ice cream with mouthwatering chocolate covered almonds. Taka 185 Taka 90 Lavender Honey: Honey and lavender blossom for a sweet aromatic treat. Taka 185 Taka 90 Coffee: An eye opening coffee flavored ice cream. Taka 185 Taka 90 Blue moon: A fruit loops tasting ice cream with super-secret natural ingredients. Taka 185 Taka 90
- 24. Tagline ‘Indulge yourself in French Delight’
- 25. IMC (1) Advertising: (i) Television Commercial (TVC) (ii) Print media – Bill board and in store posters, leaflets of our ice-cream parlor (2) Direct marketing: Mobile marketing and online database marketing. (3) Sales Promotion: (i) Trade Promotions (ii) Consumer promotions (4) Public Relation: (i) Website. (ii) Facebook page
- 26. IMC Above the line Advertising (1)Television commercial (TVC) (2)Print Media- Bill boards (3)Radio (4)Weekly magazine
- 27. IMC Below the line (2)Direct marketing: We will use mobile marketing and online database marketing to connect to our customers. We will make a database for our potential customers and contact directly via email.
- 30. FACEBOOK PAGE Interactive page MAINTAIN A COMMUNITY 1 2 PROMOTE THE BRAND CONSUMERS FEEDBACK3