Ice cream is a frozen dessert made from dairy products like milk and cream combined with sweeteners and flavorings. Yummy Ice Cream was founded in 1981 and sells ice cream in Punjab, NWFP, and Azad Kashmir. It uses geographic, demographic, psychographic, and behavioral segmentation. The company has various departments and follows a product development process of idea generation, analysis, development, test marketing, and new product introduction. It faces competition from brands like Hico and Omore and must improve its brand image, distribution channels, and quality to overcome weaknesses compared to competitors like Wall's.