hico ice cream sania moazzam sunday, november 24, 2013 hico ice cream sania moazzam sunday, november...
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HICO Ice Cream
Sania Moazzam
Sunday, November 24, 2013
Issues with HICO
Weak Positioning
•No association with happiness•Low quality product•Unattractive packaging
Weak Marketing
•Unaware of 100% pure & natural ingredients•Nobody knows HICO exists since 1952 •Do not remember any campaign
Methodology
Primary Research
QualitativeConsumer Feedbacks
Retailer Interviews (6)
QuantitativeConsumer Survey
(64 questionnaires)
Methodology
Retailer Interviews Haidery Super store
Lutf Mega mart
Cakes & Bakes (DHA)
Shaheen store (DHA)
Shaheen General store
S Mart
Retailer Interview Questions 1. Which brands of ice creams do you keep in your store?
2. How many freezers in total do you have?
3. About how many customers buy ice cream in a day?
4. What is most preferred brand in ice cream among customers?
5. What do you think the reason of its being the most preferred brand?
6. Do customers usually prefers family packs OR bars/stick/cones?
7. Which brand gives you the best margin on sales?
Retailer Interview Questions 8. Do you remember any of its marketing activity/campaign or ad?
9. Which factor do you think affects the most when consumer is buying Ice Cream?10. What is the major reason of not keeping HICO in your store?
11. What type of issues you have faced regarding HICO Ice cream?
12. In your opinion how can HICO increase its market share and attract more customers?
13. What type of customer usually buys Ice Creams?
14. What is your view about HICO Ice cream
Survey Respondents
male 39%
female61%
Gender
Below Rs.50, 0006% Rs51,000- Rs.
99,99916%
Rs. 100,000-Rs. 149,000
31%
Rs. 150,000 & above
47%
Family income
20-Oct23%
21-3053%
31-4013%
above 4111%
Age
Research Findings
50%
9%11%
14%
8% 8%
What brand comes to your mind when you think of ice cream?
walls omore gourmet hico yummy others
walls53%
omore17%
gourmet5%
hico14%
yummy5%
others6%
Which brand of ice cream do you prefer the most?
Research Findings
quality19%
flavours23%
taste31%
availibility14%
pricing 8%
brand name3% others
2%
What are the reasons for choosing the brand?
Research Findings
happiness19%
cheap31%fun
13%
cold25%
others13%
What comes to your mind when you hear the word "HICO Ice cream"?
Research Findings
yes3%
no97%
Do you remember any ad or promotional campaign of HICO ice cream?
Research Findings
yes13%
no87%
Can you recall HICO's tagline or logo?
Research Findings
everyday8%
once a week44%
special event42%
never6%
How often do you consume ice cream?
Research Findings
cup20%
wafercones31%
sticks/bars23%
ice lollies5%
family pack20%
In what way do you like consuming ice cream?
Research Findings
weddings13% parties
7%get togethers
7%casual hangouts
74%
On what occasions do you eat ice cream?
Research Findings
Retailer Interview Analysis
Haidery Super Store
Lutf Mega Mart
Cakes & Bakes
Shaheen store
Shaheen General Store
S Mart
BRANDS you keep in your store?
Walls & Omore
Walls, Omore, Hico & Yummy
Walls, Omore & Hico
Walls & Omore
Walls & Omore
Walls & Omore
# of freezers Two Two Three One Two Two
Most preferred brand from customers
Walls Bars/conesWalls
HicoFamliy packs
Bars/conesOmore
HicoFamily Packs
Omore Omore Walls
Best Margin Walls Almost same
Almost same Almost same
Omore Almost same
Reason of being most proffered
Strong advertisement
Don’t know Event/ functions
Price Price Popular, especially Cornetto & feast
Haidery Super Store
Lutf Mega Mart
Cakes & Bakes
Shaheen store
Shaheen General Store
S Mart
Family packs/ stick/cones
Depends on age
Depends on age
buckets and family packs
Sticks, less family packs
Family packs for guests
Cones & sticks for individuals
View about HICO Ice cream
Popularity and sales declining
Good ice cream but market leader Walls
Good product but not market leader
Old ice cream brand
Salesmen make only 1 visit in a month
No Hico ice cream starting between Rs.15-Rs. 25
Awareness of marketing campaign
Boards in front of shops when launched
In-store marketing
No. Can’t recall any
No. Can’t recall any
Marketing done when launched
No. Can’t recall any
Factors affecting purchase
quality and taste
Price and taste
Quality and variety
Colors & shape: kidsTaste: adults
Quality and brand name
Brand name
Haidery Super Store
Lutf Mega Mart
Cakes &
Bakes
Shaheen store Shaheen General Store
S Mart
Reason of not keeping HICO in store
Low demandmelts quicklyshort supply, less variety
N/A N/A Less space, Distributor never approached.
Supply issues
Less space,Hico not contacted them
Type of customers usually prefers HICO
N/A Families Age 40 & above
N/A N/A N/A
Issues faced regarding HICO Ice cream
Short supply, less demand, melts quickly
seasonality effect
?? Weak distribution
Weak distribution marketing
Type of customer usually buy Ice Creams
SEC A & B, 15 yrs +
SEC A and B, kids
SEC A&B, all ages
Children Children, ladies
All ages
SWOT Analysis
Internal Factors
Strengths
• Pioneers
• 100% pure dairy ice cream
• Unique flavors
• Family packs
• Strong institutional buyer
base
Weaknesses• Weak marketing • Weak positioning • Limited availability • Low brand equity• Less focus on
bars/cones/cups• Unattractive packaging• Short supply
External FactorsOpportunities
• Large untapped market
• Ice Cream parlors
• Co-branding
• B2B-Marriage halls/caterers
• Strong demand for ice
cream
Threats
• Large market share of
competitors
• Legal and ethical issues
• Economic recession
• Political instability
Competitive Analysis
Strengths
• Heritage• 100% pure dairy ice cream• Unique flavors• Customer loyalty
HICO
Unique Strengths
HICO
Family take away packs
Offers diet ice cream
Co-branding strategy with
‘Oreo’ Strong institutional buyer
base
Weaknesses
• Weak marketing• Weak positioning in consumers’ minds• Low brand equity• Unattractive packaging• Small distribution
HICO
Opportunities
• Large untapped market to grow its business• Move beyond niche marketing• High sales figures in winters
HICO
Threats
• Introduction of new flavors and products from Walls• New e.g. Omore/ Nestle Movenpick
HICO
Perceptual Map
High Market Share
Low Market share
WeakMarketing
Strong Marketing
New Strategy
• Rebranding– Changing peoples perception about HICO– We will generate recognition among target audience
• New campaign – creation of positive perception about HICO as there is lack of
exposure. – Consumers are not aware of the any sort of message from the
HICO brand
New Strategy
• Boosting HICO by engaging in creating advertisement
– HAPPINESS
– CAUSAL HANGOUTS
– FRIENDS
– FUN
New Strategy
Market Segmentation
Demographic Segmentation
Gender Both males and females
Age (10-50) Children, Teenagers and Families
Social Class SEC A and SEC B
Market Segmentation
Geographic Segmentation
Urban population
People living in cities:•Lahore•Karachi•Islamabad•Faisalabad•Multan•Sialkot
VALS Framework
Ideals
• Thinkers• Believers
Achievement
• Achievers• Strivers
Self-expression
• Experiencers
• Makers
Innovators
Survivors
High InnovationHigh Resources
Low InnovationLow Resources
1. High resources2. New &
unconventional3. Open-minded4. Fun-loving5. Fashion6. Socializing7. Entertainment
New Strategy
Brand Personality Fun Loving
Brand Personification “Fun loving, jolly and sparkling people”
New Strategy
Purple
Symbolizes mystery, magic, power and luxury
Appearance of something that is fun and easy to do
New Strategy
Peripheral Route to Persuasion
Low Involvement Product
HICO fulfills the “Social” needs of an individual.
Maslow’s Hierarchy
Theory of Needs
Having HICO fulfills Need for Affiliation
HICO’s New Logo
Print Advertisements
Hico Kiosk
TVC
Thank You
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