Igloo Report

PAKISTAN DAIRY PRODUCTS (PVT). LIMITEDIGLOO ICE CREAMSALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES

RESEARCH REPORT ON PAKISTAN DAIRY

PRODUCTS (Pvt.) LIMITED

PREPARED BY: Pasha Jafri, Furqan Farhat, M. Zeeshan Shaikh, Humair Jafri, Salman Rizvi

NEWPORTS INISTITUTE SCIENCE & COMMERCE


NAME OF MEMBERS ROLL NO.

HUMAIR JAFRI (TEAM LEADER)

FURQAN FARHAT

MUHAMMAD ZEESHAN SHAIKH

PASHA JAFRI

SALMAN RIZVI






By the grace of God we have successfully completed our Research Report on

“IGLOO ICE CREAM”(Pakistan Dairy Products Pvt. Limited)

SALES OF IGLOO IS LOW DUE TO LACK OF EFFECTIVE MARKETING STRATEGIES

We would like to thanks Miss BUSHRA RAZA for being a wonderful teacher with a difference. Also for her understanding individual students and motivating them to achieve understanding of course we well thought fairly difficult to say the least.

Thank you ma’am, we apologize for any mistake in the following report. We have given it our best shot.

And last but not the least we would like to thanks our family and friends who arranged to go the shops and meet people concerned with our report. With their help and criticism our report would not have turned out to be so polished.




We have conducted our research on low sales of IGLOO ice

cream in which we set our hypothesis that the sales of IGLOO

is low due to lack of effective marketing strategies. In this

Methodology Report we have proofed that the reason for low

sales of IGLOO ice cream is due to ineffective marketing

strategies, mainly because of low advertisement and lack of

awareness to their customers.

Through our whole research process, we conclude several

points. If the organization acts upon such decisions, the sales

of IGLOO will be increased as compared to its competitors.

IGLOO should emphasize on their marketing strategies

(strategies are very low), in which they have to focus on

advertising mainly. IGLOO also inconveniently available on

local stores, it has to be available on super stores as well as

local area stores


PURPOSE OF THESIS

IGLOO Ice Cream is facing a problem of low sales as compared to other company brands. In this report, we analyze the factors affecting on the company due to which they are facing this problem in today’s highly competitive market.

In this study, we have tried to research that the problem arises due to lack of marketing strategies (such as advertising and promotional activities). My hypothesis is:

HYPOTHESIS:

“SALES OF IGLOO IS LOW BECAUSE OF INEFFECTIVE MARKETING STRATEGIES”

INTRODUCTION

Ice Cream signifies merriment, joy and happiness and is cherished by people of all over the globe. Consumers relish this immensely popular year round product with a demand spreading over various social segments throughout the seasons. Ice Cream is a source of great merriment and delight with a rich and creamy taste, complemented by the nutritional nature of its ingredients like only a few companies are dedicating their efforts to produce ice cream loaded with fun and nutrition.

Companies have been trying to fine new and better ways to market and make their products available to the consumers. Similarly Pakistan Diary Products is a pioneer in introducing ice cream. Amongst these companies, IGLOO stands out as an unparallel provider of value through its enticing array of ice cream flavor in a sumptuous assortment to appeal diversified consumer tastes. All along, it has hallmarks a gigantic market presence as a household celebrated brand.

DESCRIPTION OF THE THESIS

I have divided this thesis into following 4 chapters:




Chapter # 1- This part consists of an in-depth literature review and

explains the concept of Customer sales of Igloo is low because of

ineffective marketing strategies.

Chapter # 2-This chapter explains the methodology of the thesis, giving

information about the respondents, sample size, and the questionnaire

designed.

Chapter # 3-This gives results and an in-depth analysis of the answers

given by the respondents to each question.

Chapter # 4-This final part concludes the findings of the survey and

validates the hypothesis and states the conclusion of the thesis.




CHAPTER# 1

‘Literature Review’




COMPANY BACKGROUND Operating under the aegis of Pakistan dairy products since 1976, Igloo ice cream is the pioneer ice cream manufacture in Pakistan. As a nation wide premium ice cream manufacture, their emphasis has always been on providing consumers with quality ice cream with a vast variety that guarantees consumer satisfaction. The company operates from Karachi; however its distribution network covers vast area of Sindh and Bolochistan. Igloo stepped into the new millennium with a renewed vigor and commitment to provide value and quality to consumer as well as dealers. Igloo chooses the choicest ingredients with imported milk and butter offering different variations to suit the consumer’s tastes and demands. Igloo is a supplier of superior quality ice cream to many renowned restaurants and hotels of Pakistan. This is yet another deflection of Igloo’s determination ad commitment to provide quality and taste to all. On the whole IGLOO has the strongest and most delicious ice cream portfolio among its competitors, comprising 28 different products and packs with more 28 flavors under the IGLOO brand as the pricing of the products, making all its products easily affordable for the masses. Igloo’s strategy is highly consumer-orientated and it eaves no stone unturned to fulfill its promise of being the Ice cream “Full of Fun”

Igloo’s product portfolio is continuously expanding & promises to provide consumers with unmatched flavors & product innovations. IGLOO emphasizes on providing consumer with quality and a vast variety of ice cream assortments for maximum enjoyment. One of the most successful ranges from Igloo is supreme range which has several unique flavors, like strawberries n cream, blue berries n cream, butter scotch n cream, coffee, chocolate crispy, strawberry cheese cake, coffee toffee cookies n cream, etc. these packs are available in exclusively produced reusable plastic bowls. The supreme rang has become a major household favorite all over Pakistan.

Besides IGLOO also offer other variety of exclusive products for all kind of generations to enjoy. With ever-expanding rang of products and flavors, and innovate sales techniques, Igloo now stand at par with the best in the country.




CUSTOMER SATISFACTION

DEFINITION OF KEY TERMS INCLUDE:

NEEDS:

STATED NEEDS:

UNSTATED NEEDS:

DELIGHT NEEDS:

EXTENSIVE VARIETY OF SIMILAR PRODUCTS:

HIGH-QUALITY PRODUCTS:

BETTER SALES SERVICE:

DISCOUNT SCHEMES AND SPECIAL OFFERS:

ATTRACTIVE AMBIENCE AND FACILITIES FOR

SHOPPING:




AUTHENTICITY OF THE PRODUCTS:

CHAPTER# 2

‘Methodology & Questionnaire Design’




METHODOLOGY OF THE THESIS

SAMPLE SIZE:

In order to test the hypothesis accurately, a realistic and measurable sample size of 50 respondents is taken.

50 individuals (including men and women) are involved in the research that has filled the questionnaire.

The individuals eligible for filling the questionnaire, who are minimum

18 years old,

Probability sampling method used.

Stratified probability sampling is the procedure of selecting sampling

unit.

Actual sampling unit:

Students (Above 18).50 males and 30 females

Professionals. (25 & above)10 men and 10 women




Company Objective:

Pakistan Dairy Products (Pvt.) ltd. wants to know the reason for low sales of IGLOO ice cream as compared to other company brands.

Objectives

Management of Pakistan Dairy Products (Pvt.) ltd. should emphasis on following techniques to increase the sales of IGLOO ice cream.

Pakistan Dairy Products (Pvt.) ltd should have to:

Increase its advertisement through electronic and printing media.

Make available its product on big and local super stores of different

areas.

Improve its taste and quality of product.

Make new line product to compete other company brands.

Set the price according to its product taste and quality.




Name : ______________________________

Location : ____________________________

Professional : ________________________ Age :_________________________________

1. I always like to spend on igloo ice cream.

□ Agree □ Disagree □ Strongly Agree □ Strongly Disagree □ No Comments

2. IGLOO Satisfaction Scale is excellent.


3. IGLOO ice cream needs advertisement for increasing its Business.


4. Most of people do not like the pace of Igloo ice cream.


5. Do you believe that IGLOO shall reposition its production, marketing as an ice cream for masses in urban areas including high income group?


6. Do you prefer IGLOO Ice Cream over Walls Ice Cream?


7. All flavors of IGLOO ice cream do not need equal promotion.


8. IGLOO caters all sort of age group.


9. IGLOO ice cream gives you energy.


10. Economies instability of country also affects the sales of IGLOO.


11. IGLOO is considered as a high quality and safe product.





12. Is this true that its market growth rate is higher as compare to Walls?


13. Distribution network of IGLOO is quite good.


14. IGLOO market shares are low.


15. Availability of IGLOO is at low cost.


16. Both upper and lower class people enjoy the IGLOO Ice Cream.


17. Do you believe that IGLOO should improve the product packaging to make it more attractive for consumers?


18. They should set their price according to its product taste and quality.


19. They should develop their new line product to compete with other brands.


20. They should use different T.V channels for promotion like Star plus focused by Housewives, Nat Geo by Men & Nick by Children etc.


21. Do you believe that IGLOO Ice Cream has lost its market share against the Walls because of its focus on lower income group and rural areas?


22. Do you place the logo of IGLOO Ice Cream as the best logo amongst all ice cream logos?


23. Choco bar & Dino is very popular amongst children.


24. Preference of IGLOO Ice Cream is high over other brands.





25. It is the best quality Ice Cream in Pakistan.


CHAPTER# 3

‘Research Results & Analysis’




RESEARCH RESULTS AND ANALYSIS

Following tables have been designed for each question in the questionnaire. The results that were found out are summarized and tabulated along with an in-depth analysis of each question after reviewing the results and data obtained.

1. I always like to spend on igloo ice cream.


ANALYSIS :




2. IGLOO Satisfaction Scale is excellent.


ANALYSIS :




3. IGLOO ice cream needs advertisement for increasing its Business.


ANALYSIS :




4. Most of people do not like the pace of Igloo ice cream.


ANALYSIS :




5. Do you believe that IGLOO shall reposition its production, marketing as an ice cream for masses in urban areas including high income group?


ANALYSIS :




6. Do you prefer IGLOO Ice Cream over Walls Ice Cream?


ANALYSIS :




7. All flavors of IGLOO ice cream do not need equal promotion.


ANALYSIS :




8. IGLOO caters all sort of age group.


ANALYSIS :




9. Igloo ice cream gives you energy.


ANALYSIS :

10. Economies instability of country also affects the sales of IGLOO





ANALYSIS :

11. IGLOO is considered as a high quality and safe product.





ANALYSIS :

12. Is this true that its market growth rate is higher as compare to Walls?





ANALYSIS :

13. Distribution network of IGLOO is quite good.





ANALYSIS :

14. IGLOO market shares are low.





ANALYSIS :

15. Availability of IGLOO is at low cost.





ANALYSIS :

16. Both upper and lower class people enjoy the IGLOO Ice Cream.





ANALYSIS :

17. Do you believe that IGLOO should improve the product packaging to make it more attractive for consumers?





ANALYSIS :

18. They should set their price according to its product taste and quality.





ANALYSIS :

19. They should develop their new line product to compete with other brands.





ANALYSIS :

20. They should use different T.V channels for promotion like Star plus focused by Housewives, Nat Geo by Men & Nick by Children etc.





ANALYSIS :

21. Do you believe that IGLOO Ice Cream has lost its market share against the Walls because of its focus on lower income group and rural areas?





ANALYSIS :

22. Do you place the logo of IGLOO Ice Cream as the best logo amongst all ice cream logos?





ANALYSIS :

23. Choco bar & Dino is very popular amongst children.





ANALYSIS :

24. Preference of IGLOO Ice Cream is high over other brands.





ANALYSIS :

25. It is the best quality Ice Cream in Pakistan.





ANALYSIS :




CHAPTER# 4

‘CONCLUSION’



Igloo Report

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