EXECUTIVE SUMMARY

Aim of this project is to introduce a local brand of international quality,

which would initiate the brands quality into Pakistan with its utmost
quality. Our foremost aim was to thoroughly analyze the ambiance of
the market through detailed surveys, both from the consumers and the
retailers. We plan to sink into the consumer’s perception of how he/she
views the goods he/she consumes. We will achieve this with the help of
consumer surveys.

With the analysis of the market we will be able to judge the threats
which we are going to face, as well as our weaknesses. The
opportunities and strengths would also become clear to us, and thus we
would be able to capitalize on them according to the present conditions
of the targeted market.

Next step is to strategically come into the market with our competitors
being present for quite a few years. The price we would allocate would
be within the range of the current market prices. We plan to keep them
lower than the really expensive ones and higher than the relatively
cheaper ones. Apart from this, we would add more implications to the
consumer’s perception of our product.

We plan to launch our product in summers, when the climate is hottest

and the demand for ice-cream is at its peak. We would provide freezers
to the retailers (all of which will be Class A Stores) 2-3 days before the
launch. Our designated managers will ensure that free tasting samples
are offered to the consumers on the first day of our launch at various
designated places.

All forms of media would be used for promotional activities. Our aim is
to advertise our product with the help of banners at different outlets,
putting up an ad in the Sunday times (the day our brand would enter the
market), placing television ads on World Call channels and on radio-
FM89 and FM91.
 SITUATION ANALYSIS

• The target market taken into consideration for the launch of our new
brand includes consumers falling between the age category of 6-40
years as the focus would be on takeaway packs not point of sale
consumption ice cream which includes ice lollies, bars e.t.c. The
target market focuses on the cream of our society that purchases ice
cream from A class outlets. The questionnaire made is addressed to
housewives as they are the ones who mostly purchase 1 litre packs
of ice cream, keeping in mind the younger ones of the family as they
mostly affect the buying behavior of housewives.

• After conducting the situation analysis of the market segment that is

being targeted, we conclude that different household members have
different influences on the purchase pattern. As the survey results
showed, many of the housewives buy ice cream on insistence of
their kids, others may be influenced by the attractive packaging. In
addition to this, the target market is influenced by the commercial
and social sources of information, which include communication with
the retailers, manufacturers, advertisers and sales people. Friends
and family are the major source influencing the purchase behavior of
ice cream as the results revealed.

The four bases for segmenting the consumer market are as follows:

1. Geographic: The main area of concern includes class A stores

situated in the city of Lahore. The current population comprises
approximately of 7.5 million people. The climate is mostly warm with
long and hot summers and is ideal for a product like ice cream. The
posh areas comprise of Cantonment, Gulberg, Model Town and
Defence.

2. Demographic: The age bracket targeted is consumers falling

between the age category of 6-40 years. The main focus of social
class is on the upper and upper-middle class. We plan to cater all
kinds of people whether it be children, teenager or their parents.

3. Psychographic: This segment consists mainly of people who fall

into two categories. Firstly, the ones who purchase expensive
brands of ice cream just to represent their social status among their
 particular class. Secondly, the ones who are regular consumers of
expensive brands of ice cream.

4. Behavioral: This segment comprises of people whose primary focus

is on an international brand of high quality standards.

Factors affecting consumer purchasing:

• Advertisements (Television, newspaper, magazines, billboards

etc.)
• Family
• Friends
• Public relation

To summarize the effects on consumer purchasing process, these are the

four main factors that affect the buying behavior of the buyer. Firstly, one
of the most common and effective way to influence the purchaser of a
particular product is through advertisements. These may include
advertising on television, radio, billboards, newspapers, magazines etc....
Each type is effective in its own way but since our main focus is segment
‘A’, hence we will concentrate more on television and magazines.
Advertising on television is a good idea as the upper class spends a lot of
time watching television as well as reading ‘INs’ and ‘OUTs’ in the leading
magazines. Another, important factor is the influence of family and friends
(peer pressure), as it plays a major role in the decision making process of
the purchaser. Public relations also play a key role as it persuades the
consumer to go for that particular product as the product might be
presented in a way that makes the consumers believe that the product is
an essential part of their life style.
A Review of Competition:

• Price
• USP
• Strategy

The competitors being viewed initially are as follows:

• WALL’S
• HICO
• ROYAL TREAT

This survey has been carried out in four outlets that are:

• AL FATAH
• HKB
• THE SHOPPEE
• GOURMET
Brand Flavours Packing Size Price
Cardboard
Walls Vanilla 1 Liter Rs. 75
Box
Chocolate
Cardboard
Walls Chocolate 1 Liter Rs. 95
Box
Chip
Cardboard
Walls Tutti Fruity 1 Liter Rs. 95
Box
Pistachio Cardboard
Walls 1 Liter Rs. 95
Delight Box
Cardboard
Walls Cassata 1 Liter Rs. 95
Box
Kings Cardboard
Walls 1 Liter Rs. 95
Kulfa Box
Walls Mango Cardboard 1 Liter Rs. 95
Box
Brand Type Packaging Size Price
Strawberry
Walls Plastic Box 1 Liter Rs. 99
/ Vanilla
Chocolate
Walls Chip / Plastic Box 1 Liter Rs. 99
Vanilla
 Type
Brand (Carte Packaging Size Price
D’or)
Butter
Transparen
Walls Pecan 1 Liter Rs. 125
t Pack
Swirl
Black Transparen
Walls 1 Liter Rs. 125
Berry Swirl t Pack
Vanilla Transparen
Walls 1 Liter Rs. 125
Chocolate t Pack
Almond ‘n’ Transparen
Walls 1 Liter Rs. 125
Crunch t Pack
Strawberry Transparen
Walls 1 Liter Rs. 125
Tickle t Pack

Slogan:

‘Thand Hai To Kya Hua’

 Walls (liter packs) cater both the upper-middle and middle class. T.V is
the most widely used promotion media used by the company followed
by the print media, hoardings and billboards.

Competitive Edge:

• Wall’s generates 80% of its sales through small products like ice
lollies and bars and this makes them the leading brand in this
product category.
 HICO ICE CREAM
Brand Type Packaging Size Price Company
Pakistan
Fruit Juice
Premium Company
Hico Praline Paper 1 Liter Rs. 95 Pvt (Ltd)
Pack ICE
CREAM
Division
Pakistan
Fruit Juice
Premium Company
Hico Kulfa Paper 1 Liter Rs. 95 Pvt (Ltd)
Pack ICE
CREAM
Division
Pakistan
Fruit Juice
Premium Company
Chocolate
Hico Paper 1 Liter Rs. 95 Pvt (Ltd)
Chip
Pack ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Paper
Hico Vanilla 1 Liter Rs. 85 Pvt (Ltd)
Pack
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Paper
Hico Mango 1 Liter Rs. 85 Pvt (Ltd)
Pack
ICE
CREAM
Division
Hico Chocolate Paper 1 Liter Rs. 85 Pakistan
Pack Fruit Juice
Company
Pvt (Ltd)
 ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Paper
Hico Strawberry 1 Liter Rs. 85 Pvt (Ltd)
Pack
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Paper
Hico Tutti Fruity 1 Liter Rs. 85 Pvt (Ltd)
Pack
ICE
CREAM
Division

HICO ICE CREAM

Brand Type Packaging Size Price Company
Pakistan
Fruit Juice
Cookies Company
Hico and Plastic Box 1 Liter Rs. 115 Pvt (Ltd)
Cream ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Real
Hico Plastic Box 1 Liter Rs. 115 Pvt (Ltd)
Strawberry
ICE
CREAM
Division
Hico Diet Lite Plastic Box 1 Liter Rs. 115 Pakistan
(Vanilla) Fruit Juice
Company
Pvt (Ltd)
ICE
CREAM
 Division
Pakistan
Fruit Juice
Company
Premium
Hico Praline 1 Liter Rs. 105 Pvt (Ltd)
Plastic Box
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Premium
Hico Kulfa 1 Liter Rs. 105 Pvt (Ltd)
Plastic Box
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Chocolate Premium
Hico 1 Liter Rs. 105 Pvt (Ltd)
Fudge Plastic Box
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Peanut Premium
Hico 1 Liter Rs. 105 Pvt (Ltd)
Crunch Plastic Box
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Chocolate Premium
Hico 1 Liter Rs. 105 Pvt (Ltd)
Chip Plastic Box
ICE
CREAM
Division
Hico Vanilla Premium 1 Liter Rs. 105 Pakistan
Chocolate Plastic Box Fruit Juice
Chip Company
Pvt (Ltd)
ICE
CREAM
 Division

Pakistan
Fruit Juice
Company
Hico Vanilla Plastic Box 1 Liter Rs. 96 Pvt (Ltd)
ICE
CREAM
Division

Pakistan
Fruit Juice
Company
Hico Mango Plastic Box 1 Liter Rs. 96 Pvt (Ltd)
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Hico Chocolate Plastic Box 1 Liter Rs. 96 Pvt (Ltd)
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Hico Strawberry Plastic Box 1 Liter Rs. 96 Pvt (Ltd)
ICE
CREAM
Division
Pakistan
Fruit Juice
Company
Hico Coffee Plastic Box 1 Liter Rs. 96 Pvt (Ltd)
ICE
CREAM
Division
Hico Tutti Fruity Plastic Box 1 Liter Rs. 96 Pakistan
Fruit Juice
Company
 Pvt (Ltd)
ICE
CREAM
Division

Slogan:
 ‘Nothing Better’

• HICO (liter packs) cater both the upper-middle and middle class.
They are the brand leaders in liter packs.
• Firm belief in quality.
• Hico has such a firm believe in its quality that it does not advertise
on large scale. Print media is the only source of their promotion.

Competitive Edge:

• HICO is the leading brand of Pakistan in Ice cream (1 Liter and

above) and this is the edge it has over its competitors. The main
belief of the company is to supply its consumers with top quality ice
cream.
 ROYAL TREAT
Brand Type Packaging Size Price
Strawberry
Royal Treat with Real Tub 1 Liter Rs. 400
Fruit
Vanilla with
Royal Treat Chocolate Tub 1 Liter Rs. 400
Chip
Butter
Royal Treat Tub 1 Liter Rs. 400
Scotch
Royal Treat Butter Pecan Tub 1 Liter Rs. 400
Royal Treat Coffee Tub 1 Liter Rs. 400
Royal Treat Black Berry Tub 1 Liter Rs. 400
Coconut
Royal Treat Tub 1 Liter Rs. 400
Paradise
Fruit Salad
Royal Treat Tub 1 Liter Rs. 450
(Sugar Free)

• As Royal treat is a relatively new comer as well as a foreign brand in

the market from U.A.E, hence it only caters to the upper class.
• It seems that they don’t have a particular marketing strategy yet as
their production has not yet been started on large scale in Pakistan.
• We have not seen any type of advertisement by this brand.
The only thing to be said about this brand is that this company supplies
1 liter packs but it is not available at class A outlets. These 1 liter packs
are becoming rarely available because they are too expensive for the
middle and upper middle class.

RECENT COMPETITION
Limitations:

• Only competitors with 1 litre packing were to be taken into

consideration

As we are to launch a premium high quality ice cream brand, hence all
international high quality brands should be taken into consideration. Hence
some of the competitors have been added to the previous list and the
complete list is shown below:

• Haagen Dazs (1/2 litre pack)

• Magnum (750 ml)
• Mars (1/2 litre pack)
• Twix (1/2 litre pack)
• Galzaxy (1/2 litre pack)
• Bounty (1/2 litre pack)
• Royal Treat (1 litre pack)
• Hico (1 litre pack)
• Walls (1 litre pack)

The details of the new brands are as follows:

Haagen Dazs (1/2 litre pack)

This pack is sold for Rs.350 and is available in numerous flavors. Some of
them are listed below:
• Chocolate
• Chocolate chip cookie dough
• Chocolate chocolate chip
• Cookies and cream
• Mint chip
• Mocha almond fudge

All of the above flavors have the same price.

Secondly, we have four competitors that lie in the same category.

Mars (1/2 litre pack) = Rs.299

Twix (1/2 litre pack) = Rs.299
Galaxy (1/2 litre pack) = Rs.299
Bounty (1/2 litre pack) = Rs.299

Thirdly, walls has also launched a 750ml pack which is based on it’s ice
cream stick called Magnum.

Magnum (750 ml) = Rs.175

Among the above mentioned brands Mars, Twix, Haagen Dazs, Bounty,
Royal treat and galaxy are imported brands. These brands advertise very
little but all of them are high quality brands.
 THREATS

• Brand Loyalty is the biggest threat we face as a new brand. e.g.

(Haagen Dazs has been in the market since a very long time and
thus its consumers have a strong brand loyalty towards it.) As the
brands we are competing with have become a symbol of quality in
the eyes of the consumer, hence registering our brand in the minds
of the potential consumers (upper and upper-middle class) is quite a
big problem.
• Presently existing firms like Haagen Dazs and Royal Treat, Mars
e.t.c. have high capital outlays, hence they do not change their
prices even if they are suffering from losses.
• Items used in manufacturing must not be unacceptable e.g. fats
used to produce ice cream should be HALAL as we are only
operating in Pakistan.
(Like the accusations Walls had to face some time ago)
• Another major threat to a new brand like ours would the launch of a
major advertising and sales promotion campaign by a competitor at
the launch of our product.
• R&D can be a potential threat as a new discovery can attract the
customers attention tremendously.

OPPORTUNITIES

• As only limited flavors of our competitor’s ice creams are available,

hence we have the opportunity of introducing new flavors like
raspberry, grape, blueberry, peanut butter, lemon cheese cake e.t.c.
• We have the opportunity of gaining an edge over all our competitors
by emphasizing heavily on advertisement. As advertisements have
not been given much importance by the existing brands like Haagen
Dazs, Royal Treat e.t.c.
• We are introducing new shapes in packaging of ice creams. This
concept has not been taken into account by our competitors as they
only have their products in simple tubs and cardboard packings.

• All the other brands except Royal Treat do not have a 1 litre pack of
their product. This can be quite an opportunity for us to capture the
needs and wants of families.
 OBJECTIVES

• To become the market leader in providing top quality, consumer

satisfying ice cream.
• Try and gain maximum market share
• Be a sales oriented firm
• After satisfying consumer needs & making them brand loyal, aim
towards profit-orientation stage.
• Consistent Quality
• Gradually reduce our prices
 STRATEGIES

PRODUCT:

Besides the mundane schedule of trying to compete through quality we

decided that in order to captivate our target audience we needed an
edge. Of coarse quality remains a major factor, however we decided to
try and alter all available factors of the marketing mix in order to help us
to conquer the market.
Product variety is something that other brands such as haagen dazs
and royal treat etc have, however what they lack is catering for local
taste. Hence we decided to not only include unique flavors not yet
offered by any other brand, But also to include local or ‘Desi’ flavors as
well.
Almost all our competitors come in similar plastic or cardboard tub
packing. However to give our products a different and unique look we
decided to bring in different more attractive heart , star, moon shaped
packing as well.
Our brand name, Ex is derived from the word ecstasy implying
something amazing and may even be related to the slang word for the
drug ecstasy implying that the ice cream is so good that its addictive.
As far as product is concerned emphasis will also be laid on its
features, primarily the fact that our ice cream is rich and creamy.

PROMOTION:

Our basic promotion strategy will revolve around hitting the consumers
hard on a Sunday with sudden out burst on both electronic and print
media, this will eventually ease out. Hence, basic stress will be on
advertising followed by various sales promotion activities such as free
samples in leading stores and discounts.
Price
As a special introductory offer price will be offered initially followed by
the actual list price intended at Rs.465 which would be cheaper than
most of our competitors and yet in the same bracket thereby not making
the mistake of making our consumers believe that quality may be being
compromised.

DISTRIBUTION:
This will be handled using a simple Producer  Retailer 
Consumer chain as considering a product like ice cream the minimum
possible intermediaries should be present. A fleet of refrigerated trucks
will be used to supply our product to various leading retailers.
 ACTION PROGRAM

Brand Name:
“eX`”

USP:
“Something to live for”
“Real Fruit Chunks”
“Malai Mar k…”
“Fresh Coffee Beans”

Has its origin from Switzerland. The name suggests quality as it is

translated in English in the brackets. Our official date for launching this
product will be on Sunday may 1st, 2005. Our distribution goal is to target
all the major outlets of Lahore which cater to people of category A. The
freezers will be provided to the class A stores 2-3 days before the official
launch and installment of the ice-creams. Promotional schemes will follow
as attractive banners will be put up with free samples available on the first
day. The people we aim to cater to, will be situated in the following areas
and thus we will be supplying to A class stores near the consumers
residency areas. The consumers we aim to attract our situated in the
following areas :

1. Defence

2. Gulberg

3. Cantt

4. Model Town

The delivery of the freezers to the stores would be made on 26th -27th of
April, 2006. The final checks of delivery would be made by the area sales
manager we will allocate for each destination. His job will be to ensure the
placements of these capital stocks as well as the final installments of the
ice-creams on the 29th April, 2006. We will have one member of our own
staff present on each retail store, ensuring that each person will be given a
sample of the ice-cream and to represent a good image for the brand
TIME TABLE
 WEEK 1 WEEK 2 WEEK 3 WEEK 4
1st May: 8th May:
15th may:
Official Launch 22nd May:
Ad in “Sunday Ad in “Sunday
Times” worth Times” worth 20 sec Ad in “World
Rs20,000. Rs20,000. Call” for Rs 7333. Ad in “Sunday Times”
20 sec Ads in 20 sec Ads in worth Rs20,000.
SUN
“World Call” for Rs “World Call” for Rs 20 sec Ads in “World
8667. 7333. Timings Call” for Rs 7333.
Timings Timings 11:00-2:00PM – 4 Timings
11:00-2:00PM – 4 11:00-2:00PM – 4 Ads 11:00-2:00PM – 4 Ads
Ads Ads 6:00-11:00PM – 7 6:00-11:00PM – 7 Ads
6:00-11:00PM – 9 6:00-11:00PM – 7 Ads
Ads Ads
2nd May: 9th May: 16th May:
23rd May:
Ads in “World Call” Ads in “World Call” Ads in “World Call”
for Rs 4000. for Rs 4000. for Rs 4000. Ads in “World Call” for
Rs 4000.
MON
Timings Timings Timings
12:00-3:00PM – 2 12:00-3:00PM – 2 12:00-3:00PM – 2
Ads Ads Ads Timings
8:00-11:00PM – 4 8:00-11:00PM – 4 8:00-11:00PM – 4 12:00-3:00PM – 2 Ads
Ads Ads Ads 8:00-11:00PM – 4 Ads

3rd May: 10th May: 17th May:

24th May:
Ads in “World Call” Ads in “World Call” Ads in “World Call”
Ads in “World Call” for
for Rs 4000. for Rs 4000. for Rs 4000.
Rs
TUES Timings Timings Timings
4000.
12:00-3:00PM – 2 12:00-3:00PM – 2 12:00-3:00PM – 2
Timings
Ads Ads Ads
8:00-11:00PM – 4 8:00-11:00PM – 4 8:00-11:00PM – 4
12:00-3:00PM – 2 Ads
Ads Ads Ads
8:00-11:00PM – 4 Ads

4th May: 11th May: 18th May:

25th May:
Ads in “World Call” Ads in “World Call” Ads in “World Call”
for Rs 4000. for Rs 4000. for Rs 4000.
Ads in “World Call” for
WED Timings Timings Timings
Rs 4000.
12:00-3:00PM – 2 12:00-3:00PM – 2 12:00-3:00PM – 2
Timings
Ads Ads Ads
12:00-3:00PM – 2 Ads
8:00-11:00PM – 4 8:00-11:00PM – 4 8:00-11:00PM – 4
8:00-11:00PM – 4 Ads
Ads Ads Ads

5th May: 12th May: 19th May:

26th May:
Ads in “World Call” Ads in “World Call” Ads in “World Call”
for Rs 4000. for Rs 4000. for Rs 4000.
Ads in “World Call” for
THURS Timings Timings Timings
Rs 4000.
 7th May: 14th May: 21st May:
28th May:
Ads in “World Call” Ads in “World Call” Ads in “World Call”
Ads in “World Call” for
for Rs 7333. for Rs 7333. for Rs 7333.
Rs 7333.
SAT Timings Timings Timings
11:00-2:00PM – 4 11:00-2:00PM – 4 11:00-2:00PM – 4
Timings
Ads Ads Ads
11:00-2:00PM – 4 Ads
6:00-11:00PM – 7 6:00-11:00PM – 7 6:00-11:00PM – 7
6:00-11:00PM – 7 Ads
Ads Ads Ads
TABLE OF CONTENTS : PAGE NO.

Executive Summary………………………………………………………...
1

Situation Analysis…………………………………………………………..
2-21

Consumer & Retailer Surveys…………………………………………….

22-35

Threats & Opportunities…………………………………………………..

36

Objectives……………………………………………………………………
37

Strategies…………………………………………………………………….
37

Action Programs…………………………………………………………….
38

Time Table………………………………………………………………….. 39-

41
 PROJECT

Marketing

(Launching a new
Product)

Submitted to:
Miss Shehla Arifeen

Submitted by:
Syed Hassan Nasim
Hassan Chaudhry
Ali Qayyum
Usman Aizaz
Ali Akber