The presentation introduces a group of students presenting on the topic of marketing practices at Polar. It provides information on Polar's history and background, products, market share compared to competitors, SWOT analysis, competitor analysis, customer analysis, and analysis of marketing strategies including segmentation, targeting, positioning, and positioning statement.

1. Welcome to our
presentation

2. Presented by ‘The Creative
Fellows’
Group Members
Md. Nazmul Hasan ID: 2010-1-13-038
Shahadat Hossain ID: 2010-1-10-045
Raisul Islam ID: 2010-1-10-105
Mostofa Kamal ID: 2010-2-10-381
Rashedul Amin ID: 2010-2-10-134

3. Marketing Practice on Polar

4. History and Background of Polar
 Name of company
 Establish time
 Area and allocation
 Capital of the company
 Board of directors
 Number of executive
 Business sector
 Working zone
 Vision
 Mission
 Objective
 Theme of polar

5. Products of polar
 Ripple ice cream
 Family pack
 cake ice cream
 cone
 cup
 Vanilla and strawberry
 Fresh
 Candy
 Orange
 Lemon
 Chockbar
 Chocobar
 Yummy
 Box pack
 Box pack large

6. Market Share
The competition is pretty stiff in the ice cream market but
polar still leads with an approx. share of 20%, Igloo has
approx. 60% market share, followed by Kwality at around
15% market share, while Milk Vita and Savoy manages the
rest.

7. Igloo
Polar
Kwality
Milk vita and
other

8. Market BCG growth share matrix
Star Question mark
Cone, Chockbar Cake Ice-cream, cup,
Family pack
Cash cow Dog
Orange, Lemon, Box pack, Box pack large,
Yummy Candy

9. S.W.O.T analysis
Strengths
Weakness
Opportunities
Threats

10. Competitor analysis
 Abdul Monem Limited (Amomilk)
 Bangladesh Milk Producers Co-Operative Union Ltd. (Milk Vita)
 Dhaka Ice Cream Industries Ltd.
 Emon Ice & Cold Storage Ltd
 Kuliarchar Cold Storage Ltd.
 Rainbow Ice Cream
 Savoy Ice Cream (Senakalyan Sangstha)
 Polar
 Kwality
 Many other local company

11. Customer Analysis
Market size
Customer segmentation
Value Drivers

12. Analysis of the Marketing
Strategies
Segmentation
Targeting
Positioning
Positioning Statement

13. Segmentation and Targeting
 Segmentation:
 Demographic segmentation
 Consist of occupation and income
 Very cheap and tasty
• Targeting:
 Ice cream lover
 Middle class income people

14. Positioning and Positioning
Statement
 Positioning:
 By different taste
 Creamy inner layer and chocolate flavor
 Chocolaty smell and give pleasure
 Positioning Statement:
 To the ice-cream lovers who want the different taste and to see the variety of ice-
cream, Cone is such a new brand that is totally new and rejoice the ice-cream
lovers by its new chocolate flavor.

15. Recommendation
Developing marketing Strategy
Favourable customer channel
Advertise should be livelier
Protective packaging
Maximum selling minimum margin

16. Conclusion