INTRODUCTION:

Pakistan Dairy Products (Pvt.) Ltd. Karachi are the manufacturers and distributors of Igloo
Ice Cream in Sindh and Balochistan. IGLOO is the pioneer of ice cream in Pakistan with its
inauguration in 1974. In the 19th century only 3 recognized ice cream brands; IGLOO, Polka
and RUCCO made their presence felt in the ice cream industry, of which IGLOO had the
highest market share and brand loyalty.
Igloo has introduced vast number of varieties from time to time and also proved themselves
distinctive among the leaders of ice cream product innovations. IGLOO has been known for
its premium quality ice creams and product innovation, however, in the past two decades it
has been losing its credibility and market share as a good ice cream brand. Especially with
the arrival of WALLs in 1995, IGLOO has been lagging in terms of market share, and the
communication gap between IGLOO and its once loyal customers has been ever widening.
Also, with the recent arrival of OMORE in Pakistan, IGLOOs task of regaining its market
share and customers has become more and more difficult. Lack of marketing and increasing
communication gap with the consumers, IGLOOs other problem is that it has lost its
reputation as top of the mind brand and companies like Walls and now OMORE are
becoming the major players of the ice cream market.

Competitor Analysis
IGLOO is one of the oldest ice-cream brands in Pakistan. However, due to some inherent
weaknesses identified in the later parts of this report, the company has lost share to some of
the more innovative competitors. Its direct competitors includes Omore and Walls whereas
its indirect competitors or the direct competitors of Dipshop, as a part of Igloo, include
Gelato Affair and Movenpick. Given below are short overviews of the direct competitors for
Igloo:
Omore: Omore, an offering of the successful Engro Foods, came into the market with a bang
with a unique advertising campaign. It was initially launched in Lahore and recently came to
Karachi with a huge scale advertising, activation and promotions campaign. The unique
positioning, colorful presentation and a great taste proved to be an ultimate success.

Walls: Walls has always been a favorite amongst the Pakistani consumers. The heart
shaped logo of Walls symbolizes strong emotional connection with the brand; the most
successful one from its range being Cornetto.

Thus it has always proved to be a threat for Igloo. Competition within the industry

and entry of new competitors .Innovative marketing strategies of

competitors.Vast product lines and better weighted distribution of
products.Political instability and law and order situation will affect the
business.Due to high inflation the purchasing power of customer is low which
results in low economic activity and less purchasing
Igloo is providing ice cream to its valuable consumers through three different channels, which are tricycles,
retail outlets & igloo parlors. These channels ensure efficient delivery & maximum fun & satisfaction to our
consumers. The price range of the products is also very reasonable & easily affordable for the masses.

SUPPLIERS:
Suppliers of Igloo provides for items ranging simple nuts coatings, and other basic raw
materials to high tech ice cream processing machines. Almost all ingredients are
supplied by foreign suppliers. The main ingredients such as milk powder, nuts,
chocolates, sticks, tetra packs, various essences and flavors are imported from
Australia, New Zealand, UAE and Dubai. Machines are imported from Denmark, Italy
and Switzerland. An important note on suppliers is made here by the Igloos Marketing
Manager. According to him, local suppliers are far less reliable than foreign suppliers
both in terms of quality of goods and the kind of services they provide. Foreign suppliers
are more reliable, professional and devoted to commitments. Such is its faith on foreign
suppliers that Igloo imports all items though it is time consuming and there are costly
import related formalities.

CUSTOMERS:
Being the major source of survival and profit, customers form the most important
component for an organization like Igloo. Igloo considers customers as being their lifeblood of survival and is taking the maximum innovative efforts that can be utilized for
utmost customers satisfaction. Customers here can be segmented to family, kids,
teenagers of high end, mid end and low end of the market. Changes in the number and
type of customers results in a dimension of opportunities and threats. Igloo operating in
such ever-changing world of tastes and preference pays heed to customers choices and
their attitudes. They, very keenly take on customers advice, try and amend as well as
add new dimension to their business in order to ensure survival in this highly competitive
industry.