Igloo, Bangladesh's largest ice cream manufacturer, has launched a new Butter-Honey flavored ice cream targeting middle class consumers. The ice cream comes in different packages at various price points. Igloo will promote the new flavor through advertising, sales promotions, and events to raise awareness of the unique Butter-Honey taste. Market research found no other brand offers this flavor combination in Bangladesh. Igloo believes customers who enjoy chocolate, vanilla or mixed flavors will appreciate the new Butter-Honey-Vanilla and Butter-Honey-Chocolate options.

1. Nahin Monker – 131011051
MD Abid Khan – 133011013
Marzia Rahman - 141011141
Md.Riazuddin -133011058

3.  Igloo is Bangladesh ‘s largest ice cream manufacturer
company .
 Recently they launched their new ice cream with new
flavor BUTTER-HONEY flavor with different price range .
 Their main target is mainly middle class people . Also they
have packages for High class, lower class , families and for
kids .
 They have many promotional strategies to promote their
new flavor .
 We also discussed about the strength , weakness , threats
and weakness of it .

4. PRODUCT
 Igloo launch a new ice cream product with their new
BUTTER-HONEY flavor .
 There are lots of flavor available in Bangladeshi markets . But no
Butter-Honey mix flavor . So they think the consumer going to
love it
 People who love chocolate , vanilla or mix flavor , Igloo has Butter-
Honey-Vanilla/Chocolate flavor for them .
 This ice cream can be found in cup , box , packets and cones .

5. PROMOTION
 Igloo ice cream’s main promotional strategy is to keep
close to customer’s eyes. Promotion is concerned with
telling the target market about the product that has
been designed for them.

6. PROMOTION
 Setting the Promotion
Budget
 Personal Selling
 Advertisement
 Communication
Objectives
 Billboards
 Mall Advertising
 Sales Promotion
 Ice cream shop
 Publicity
 Special occasions
 Direct Mail
 Outdoor advertising
 Street marketing
 Online advertising

7. Advertisement
Advertising is highlighting their product in attractive way. They use TV. Radio,
newspaper, billboards, roadside signboards for advertisement.

8. Competitors Advertising

9. Free Cone Day
A Girl in cow costume promoting Free Cone Day outside of a shopping mall in
Sweden.

10. Unique Selling Proposition (USP)
 Free home Delivery to nearby places
 One can Make their own ice-cream
 Birthday Parties Plan
 Low fat ice-creams
 Sugar free ice-creams Facilities
 Wi-Fi Connectivity on a Shopping Mall

11. Promotional Activities
 Yearly Children Competition Program
 Offering scratch cards to the consumers for discounts and
gifts.
 On-line offerings
 Fun & games
 Cool contest
 E cards
 Ice creams recipes

12. Seasonal Promotion

13. Social Occasions
Even specific promotions are developed for Eid, Christmas, Friendship, Valentine
and other occasions.

15. Social Occasions

16. Social Awareness

17. TARGET MARKET
 Middle class: For middle class, Igloo has small box and cup
cheese ice cream with minimum price.
 Also they have packages for Higher class like Big boxes and
costly cones .
 For lower class they have packets and small cups .
 For kids they have cones , packets and small cup .
 Other Flavor Lovers : For other flavor lovers they have some
mix flavor’s ice cream like Butter-Honey-Vanilla and Butter-
Honey-Chocolate .

18. PRICE
For igloos new Butter-Honey product, Butter-Honey
cone will be cost around 60TK, packet ice cream will
be cost 30TK and box will be different size, like half
liter will be 200tk, 1 liter will be 350tk.
And the mix flavor like Chocolate-Butter-Honey and
Vanilla-Butter-Honey going to be 5tk extra for cone
and packet and 20-40tk for box.

19. PLACE
 This is the zero level channel of Igloo Butter-Honey Ice cream.
 In the direct system, refrigerated van and trolley vans distribute
Ice Cream to the shop in different areas of Dhaka City.
 Stalls near different shopping malls and cinema halls .
 Stalls near School , colleges and offices for matured peoples .
 In some food shop they can also make an agreements with them
and set up an ice cream stall also .

20. CONCLUSION
 So we already discussed about Igloos new flavor ice cream .
We are very much optimistic about this new product .
People who trust Igloo , who are regular buyer of igloo they
will definitely taste it . And we hope once they will taste it
they will love it .
This is a new flavor with a different taste . So we hope the
consumer will love it .