yummy ice cream

MARKETING

GROUP MEMBERS:

SHAHZADA SULEMAN HAIDER ALI KHAN ZEESHAN TAHIR IRFAN ALI

DEFINITION:

Ice cream is a frozen desert made from dairy products (milk, cream) combined with flavoring and sweeteners. Modern Commercial Ice Cream Composition 1.10-16% milk fat 2.9-12% MSNF (whey and caseins proteins, carbohydrates ) 3.12-16% sweeteners (sucrose, corn syrup) 4.Stabilizers 0.2% 5.Emulsifiers 0.2% 6.55-64% water 7.Total solids 36-45%

Ice Cream

HISTORY ABOUT YUMMY

ICE CREAM

HISTORY

In 1981 an army officer Mr. HAMID NAWAZ formed ice cream factory named as yummy ice cream after that in 1986 salesman Mr. Ijaz Ahmed purchased ice cream manufacturer "yummy ice cream (pvt) Ltd from Mr. HAMID NAWAZ who was the first owner of this company

At that time polka was the main competitor of yummy ice cream and after that in 1999 polka ice cream Company merged in WALL’S. In 1995, UNILEVER entered in Pakistan with Ice Cream Company namely WALL’S ice were intended to compete with other competitors. In 1991, the company began introducing a variety of additional flavor variations that were intended to compete with other competitors

MARKET

At currently is operating in Punjab NWFP and AZAD Kashmir region.

Its sale contribution is Rs 3000,000 per day average in summer season.

MAKET SEGMENTATIONCurrent marketing segmentation of Yummy Ice Cream

is as under: 1. Geographic Segmentation2. Demographic Segmentation3. Psychographic Segmentation4. Behavioral Segmentation

GEOGRAPHIC SEGMENTATION

geographic segmentation the company divided the each city into different segments according to Areas, States, Regions, and Markets. Yummy Ice Cream is targeting as geographic segmentation of the Pakistan. We are targeting now the main cities of provinces as:Capital territory(islamabad)Punjab(Multan, Faislabad, Lahore)Sindh (Karachi, Hyderabad)NWFP (peshawer)Baluchistan (Quetta)

DEMOGRAPHIC SEGMENTATION:In Demographic segmentation we will divide people according to their ages and life cycle. We will divide our customers regarding their ages as children, teenagers,twenty plus, thirty plus, and so on more than fifty years old.

INCOME SEGMENTATION:

We can easily make the division according to the income of people. Through the income segmentation, we can divide the people into different levels of groups regarding their income on monthly bases.

High Income Group

Middle Income Group

Small Income Group

Target Segment

Target Segment

Less Target Segment

PSYCHOGRAPHIC SEGMENTATION: The psychographic segmenting is done on the

basis of the taste and health conscious consumer. Yummy is targeted its market by creating an image of high quality and hygienic products. Yummy was for “anyone, anywhere and at anytime”.

BEHAVIORAL SEGMENTATION

Behavioral segmentation divides buyers into groups, based on their Knowledge, Attitude, Uses, or Responses about the products. We also believe like many marketers that behavior variables are the best starting point for building the best market segmentation.

To make the best marketing structure we can set a reasonable price which is suitable for all types of social classes in Pakistan.

By using focus strategies in which they just target the segment of sufficient size, not crucial to success of major competitors and they are not attempting to specialize in the same target segment.

DEPARTMENTS OF THE COMPANY

Department of Finance Department of Accounts Department of Administration / Human

Resources Department of Marketing and Sales Department of Research & Development

/ Food Technology Shipping Department Engineering Department

PRODUCT REVIEW

Required Temperature: Below -18°C. Life time (Out of freezer): 25 min. Expiry: 18months.

Packaging: Packaging: Multiple packaging

INGREDIENTS

Ice cream is made from ice (water), milk, butter, fat sugar, milk powder, glucose stabilizers, food grad color, artificial flavors, emulsifier, and natural flavors & colors. All of these ingredients are necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps to build body tissues, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.

PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)

idea analysis

development Test market

New product


Idea Generation Product Analysis Development

Company has the full time Research & Development Department, which recommends new products planning and organizing.Company also does copy its competitor’s products. They also consult with their employees, customers about their needs and distributions.

After the conceptual test of ice cream products they analyze the products regarding their cost, sales, demand & supply and profits.

Company develops a prototype or a sample test to check the taste of ice cream within the company. Then they make market strategy for the new ice cream products. It estimates the production level and technical production feasibility and finally needed government approvals for launching the products. In Pakistan government institutes which approve the products is PCSIR


Test Marketing

After the introduction of products and marketing program to determine the reaction of the potential customer in market situation, company chooses Lahore city to test the market of his products.

Company builds inventory and distributes them, then makes the advertisement of new products through channels and brushers.

New Product

PRODUCT LIFE CYCLE

1. Introductory Stage2. Growth Stage3. Maturity Stage4. Declining Stage

Here we introduce new flavors and new products.

COMPETITOR REVIEW

Hico Ice Cream was the first ice company in Pakistan. The brand Hico is well established since 1958. Hico has a fully automatic Ice Cream manufacturing facility, and has a production capacity of producing more than 4.5 million-litter dairy ice cream a year. It is marketed in major cities of Punjab. Today, the brand Hico is considered being the favourite in its hometown Lahore.

Omore In Year 2009, Engro Foods limited launched his ice cream with the brand name “Omore”. Omore is dairy ice cream and manufactured at Sahiwal.

Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams. This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc. Its production capacity is 30 million litres per annum.

COMPETITOR REVIEW

MARKETING CHANNELS

TV Banners Pamphlets Stands in shops Shop boards Bus Stop Board Ads

Inform

Persuade

Remind

PURPOSE OF ADVERTISING

Companies inform the people when they don’t know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future.

SWOT ANALYSIS

strength weakness

oppurtunities Threats

SWOT ANALYSISStrengths: Yummy Ice Cream is available in natural taste. No preserving chemicals that affect the health. It’s a frozen dessert. It is a time saving product. Skilled and trustworthy workers are working in the

company. Good growth of market.

Weaknesses:Some weaknesses of Yummy Ice Cream are given below.•The company has fewer resources as compared to competitors.•It has not strong brand image.•It has not any distribution channels.•They have less market share as compared to competitors.•They have fewer budgets as compared to competitors.•They have less technical resources.

Opportunities:There are also some opportunities for Yummy Ice Cream which is as under:•The company can use new technology.•They can change its target segment.•Prepare the new Ice cream flavor.•They can change product use. •They can change product image by changing its styles.

There also are some threats for Yummy Ice Cream:•Competitors are willing to work on these products and o more has strong brand image. So competitors have captured the market share of the Yummy Ice Cream.•Competitors have more resources than Yummy Ice Cream Company•Due to fewer resources it is very difficult to give awareness of Yummy Ice Cream to the customers.•If the company will do all this perfectly then they can make a huge change and promotion.

Threats

Suggestions

First of all the company has to create a brand and then focus on it by making advertisement more and more to get the best positioning level in the minds of the public. If company create a strong brand image then it is very easy to remove the weak points.Secondly the company will have to make strong distribution channels. If the company does so then all the hurdles will be removed which supposed the cause of decrease in sales. For this purpose company will have to give margins by giving bonuses, The threats are that our competitors are strong. They have strong brand image. The company has to make the Quality level, Design, Packaging, and labeling of Yummy Ice Cream better than its competitors.

CONCLUSION:

We concluded that yummy is leading organization when it was launched. But after when WALL’S entered in the market they capture the whole market by more advertising of their product. Yummy have not use strategies to retain the customers. The organization has lack of resources. They not focus on to make innovation in their products. Wall’s became over the yummy because of their lot of resources and new technology and much advertising their products. Yummy have to take serious actions to come up.

THANK YOU

yummy ice cream

Business