Group Project on “Bloop” Ice-cream

MKT 460
Strategic Marketing
Prepared for
Mr. Rafsan Elahi
Prepared by
Md. Abeer Hassan
ID # 113-0506-030
Omar Farukh

ID # 121-0010-030
Rezaul Hossain Anik

ID # 112-0938-030

Md. Imran Hasan

ID # 112-0389-030

Shama Saiara 

ID # 103-0323-030
4th May, 2015
Section 03
Spring 2015
North South University

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Letter of Transmittal: 


th
Date: 4 May, 2015


Mr. Rafsan Elahi (RFE)


Lecturer, North South University 


Subject: Letter of Transmittal 


Respected Sir, 


It is indeed a great pleasure to have the opportunity to submit this report. We have

prepared this report in accordance with the instructions given by you. You have

provided us the opportunity to prepare this report, where we have managed to do

detailed analysis of marketing “Bloop Ice-Cream”. This report is to describe our

observation, learning and recommendation based on the knowledge and the

experiences gained during the course under your supervision. This report has provided

us learning opportunities and compares theoretical knowledge with practical situations. 


We hope that, you would be kind enough to accept our report and bless us.

Yours sincerely, 


Md. Abeer Hassan


Omar Farukh


Rezaul Hossain Anik


Imran Hossain Roney


Shama Saiara


2



Table of Contents:

Serial Topic Page Number

1 Introduction 4

2 Golden Harvest Group 4

3 Bloop 5

4 Brand Elements 5

5 Brand Personality 7

6 Market Segmentation & Targeting 8

7 Marketing Mix 10

9 Celebrity Endorsement 21

10 Corporate Social Responsibility 21

11 Budget 22

12 Conclusion 23

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Introduction:

Ice-cream industry of our country is developing rapidly. Increased demand and

consumption is helping the industry to grow at a rate of 10%. This tremendous growth

of this industry is attracting many new entrants to enter the market. Golden Harvest is

an established frozen food producer of our country. Analyzing the trend of this growing

ice-cream industry, Golden Harvest introduced a new ice-cream brand to make profit

grabbing the increasing opportunity of this ice-cream industry. The new brand

introduced by Golden Harvest is named “Bloop".

Golden Harvest Group:

Golden Harvest is one of Bangladesh’s leading business group with diversified

interests in Food, Dairy, Commodity, Information Technology, Logistics, Real Estate,

Aviation, Infrastructure Development    and Insurance.  Golden Harvest has been a

pioneering force in the frozen food sector in Bangladesh and is the country’s first

company to develop its own Cold Chain network in collaboration with USAID. Golden

Harvest started its journey as a Commodity Brokerage company and later on

expanded its business and is now a leading force behind various business sectors and

employing over 5000 People.  Golden Harvest is also the Joint Venture partner of

Nippon Express, Asia’s largest logistics company with network in over 480 locations

worldwide.

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Bloop: 

The brand  “Bloop" is the new entrant in the growing ice-cream industry. The

brand “Bloop” is launched by Golden Harvest Ice-Cream Ltd. which is a subsidiary of

Golden Harvest Group. “Bloop” factory is set up collaborating with Tetra Pack Sweden

and the production is supervised by an experienced Danish production manager.

Currently  “Bloop” offers around forty various variants of ice-cream including sticks,

cups, cones, calliope, sorbets, tubs, cakes and many more. Bloop has introduced both

the premium ice-cream and general level ice-creams.

Brand Elements:

Our suggestion and evaluation regarding the brand elements of “Bloop” are briefly

described below.


1. Logo: 


The current logo Bloop has is attractive

enough. Logo is designed using the

brand character. The color pattern is

kept different from the other competitors

in the market. So, from our view, we are

suggesting to keep the current logo.


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 2. Brand Character: 


The brand character “Bloop” has is also a unique one. The brand character is

catchy and attractive to both the children and the adults. However, still now

bloop hasn’t named their brand character. So, we suggest to name this brand

character “Bloopy” and make him famous through proper marketing effort.


3. Website: 


Currently “Bloop” doesn’t have an individual website. Bloop’s website is

combined with the website of Golden Harvest group. We suggest that “Bloop”

should launch it’s own website within a short time. The current website link of

bloop is http://www.goldenharvestbd.com/golden-harvest-ice-cream-ltd.

However, “bloop” has an active Facebook page which is good sign for

successful promotion.

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Brand Personality:

In accordance with the brand personality theory, we are trying to position our brand

“Bloop” in the following way.


1. Sincerity:


According to our marketing plan, “Bloop” should try to promote itself as a

sincere brand. Sincerity means gaining the trust of the consumers and deliver

them the desired value with immense care. However, there should be positive

relationship with the promises “Bloop” makes to it’s consumers and the value it

actually delivers to the consumers. Most importantly, quality should be

maintained strictly to become “Bloop” a sincere brand.


2. Excitement:


Children and youths are always tend towards the exciting brands as excitement

is very attractive to the young people. As “Bloop” mainly targets children and

youths as their potential customers, “Bloop” should definitely try to position

bloop as a exciting brand. To successfully depict “Bloop” a exciting brand,

marketing efforts should be designed skillfully. In the advertisements, “Bloop”

should be attached to excitement. Sponsorship programs should be designed

keeping in mind to make “Bloop” a exciting brand.

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Market Segmentation & Targeting:

The whole market is segmented for “Bloop” ice-cream based on several segmentation

bases. How we have segmented and targeted our market is briefly discussed below-


1. Demographic Segmentation:


We have used demographic segmentation and based on these following variables-


Age: We have segmented our target market based on age and decided to target

children and youths (age 4-25).


Social Class: We are targeting mainly lower middle class, middle middle class,

upper middle class and the upper class. It means that the whole middle class and

upper class people are our target market


2. Psychographic Segmentation: 


Using psychographic segmentation, we are targeting those people who are health

conscious, quality conscious. We are also targeting those who don’t have the habit

of having an ice-cream after the meal and would try to build the habit of having an

ice-cream after meal.


3. VALS Segmentation: 


Using VALS segmentation method, we have decided to target three segments of

people and they are mentioned below.

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1. Thinkers: 


Thinkers are those people who seek value in the products. They are the people

who conducts logical analysis in their mind and prefer the product which they

think deliver enough value to offset the cost incurred. As we think that "Bloop"

is providing enough value to compensate the costs incurred by the consumers,

thinker people will definitely be attracted. So, we are targeting the thinkers. 


2. Achievers: 


Achievers are those people who looks for premium products. Achievers always

try to find and consume those products which they think will give them

emotional benefit by showing of the product to their peers and friends. "Bloop"

has premium products in its product line and which are designed keeping in

mind to attract those customers who looks for premium products. So, we are

targeting the achievers as the potential consumers of "Bloop".


3. Experiencers: 


Experiencers are those people who always seek for product variety and

experience different and unique taste. As bloop is a new brand and has a

product range consisting ice-creams of more than forty different flavors, we

think that the experiencers are a nice segment to target as the potential

consumers of "Bloop".


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So, in general, our target market consist of children, teens, working people and people

who are health conscious. Besides, we are targeting those people who are still now

non-users of ice-cream so that we can grow a habit of having ice-creams in them. It

means we will try to convert non-users into users of ice-cream.

Marketing Mix:

Marketing mix of "Bloop" ice-cream encompasses mainly four components - Product ,

Price, Place & Promotion. These components are briefly discussed in the below. 


1. Product: 


"Bloop" is a ice-cream product which produces ice cream of various flavors. A

brief description of different components of the product are briefly described

below.


• Product Variety: 

Currently, "Bloop" has ice cream products consisting more than forty flavor. Very

few ice-cream companies of our country has such a wide product line. "Bloop"

has introduced both the premium quality ice creams and general quality ice cream

to grab a huge product market. Currently, Bloop introduced "Bloop Crazy" series

ice creams which are mainly marketed in family size boxes of one liter or seven

fifty ml. "Bloop Crazy" ice creams are manufactured in different flavors like

chocolate, vanilla, mango and strawberry. Chock Bars are named "Bloop Choc O

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Papa". "Bloop" has two types of cup ice creams in their proct line. The premium

cup ice cream is named "Fresco" and the general cup is named "Scoop". "Bloop"

has a very sophisticated cone ice cream named "Bloop Exotic" which is also

found in different flavors. Lastly, "Bloop" has two type of lolly ice-creams in their

product line. The premium one is named "Bloop Pop Cola" and the general one is

named "Bloop Lolly". However, we are suggesting "Bloop" to introduce new

flavors to create a different image in market to attract the consumers with

differentiation. 


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• Product Quality: 

The quality of the "Bloop" products are extremely high. The production facility of

"Bloop" is installed in collaboration with Swedish company Tetra Pack. Production

process is monitored by Danish operation managers. All the products are made

with automated machines without the touch of anyone. Most importantly, "Bloop"

uses original fruit extracts and milk in their production and no artificial chemicals

are used. 


• Point of Difference: 

Through our marketing research, we found out that most of the people don't take

ice creams because they think that the ice-creams are unhealthy and ice-creams

helps to catch themselves cold. So, we have come up with an idea that we should

use “antihistamine” medicine in our ice creams which will fight against cold. This

is our POD. With this POD, we will try to convert the non-users of ice-cream into

users who don’t take ice creams because of the fears of catching cold.


• Packaging:

We decided to come up with attractive and

different packaging. Our “Bloop” ice-creams

would come in pint size transparent cups.

However, our packaging should be environmentally

friendly.


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2. Price:


In terms of pricing, “Bloop” is focusing on differentiation strategy, rather than cost

leadership strategy. It means that “Bloop” is not offering the cheapest price in the

market to capture market share, “Bloop” is focusing on differentiation and

attracting the customers with the different products. Pricing of Bloop’s different

products are given below - 


Flavor Price
Bloop Crazy Vanilla - 1 Litre BDT 190
Bloop Crazy Vanilla - 600 ml BDT 100
Bloop Maddy Mango - 600 ml BDT 100
Bloop Choc o Papa (Choc bar) BDT 25
Bloop Strawberry Fresco BDT 50
Bloop Scoop (Cup) BDT 20
Bloop Orange Lolly BDT 15
Bloop Pop Cola BDT 30

Moreover, all the bloop’s products are priced keeping the pricing of the

competitors in consideration. All the prices are matched with other prices, it means

that “Bloop” is practicing competitive pricing strategy where prices are fixed

matching with the pricing with the close competitors of the market. We think that

competitive pricing strategy is suitable for “Bloop” as they are new entrant in the

market. Comparison of prices are given below.


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 Category Average Price Bloop Price

Premium Box 1 Litre 190 /- 190 /-

Premium Cup 45 /- 50 /-

Cup 20 /- 20 /-

Lolly 15 /- 15 /-

Choc Bar 25 /- 25 /-

3. Place (Distribution):


For distribution of “Bloop” ice-cream, we should follow “Winning Channel

Strategy” which is a mixture

of both direct and indirect

channel. Through winning

channel strategy, Bloop Ice

cream would deliver the

product to the consumers

using both the direct channels

and indirect channels. It

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 means that from the company warehouse, products should be delivered to the

wholesalers and retailers. Besides, product should be sold to the end consumers

using company outlets too. 


Company outlets should be opened on Gulshan, Dhanmondi, Uttara and Khilgaon.

Consumers will be able to buy ice creams through these outlets and they should

be given a good environment so that they can have a great experience.


4. Promotion:

For promotion we suggest “Bloop” to use 360 Degree marketing policy where

customers should be reached using as many touchpoint we can use. Our promotional

strategy is briefly discussed below.


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ATL:


1. Television: 


We have made a demo TVC for “Bloop” and we are planning to run 130 TVCs

monthly in different TV channels like NTV, Channel i, ATN Bangla, GTV etc. In

our TVC, we would try to focus our brand personality - sincerity and

excitement. 


2. Radio:


We are planning to run the RDC of “Bloop” in different radio channels like

Radio Today, Radio Foorti, Radio Amar, Radio Foorti etc. We will run 165 RDCs

monthly and we would try to focus our brand personality - sincerity and

excitement in our message.


3. Newspaper:


We are planning to run 10

advertisements in well

known newspapers like

porthom alo, Kaler

Kontho, Jugantor etc.


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4. Billboard:


We are planning to hire 50 Billboards all over the country to run promotion for

the “Bloop”. Billboards will be situated by the busy roads to get highest

exposure.

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BTL:

1. Facebook & Internet Promotion:


We are suggesting "Bloop" to be more active on Facebook. "Bloop" should use

paid methods for obtaining Facebook followers. Facebook promotions should

be run using a Facebook page. Beside Facebook, internet promotion should be

used. Internet promotion means promoting the product by using paid banners

and pop ups in popular websites of our country.


2. Point of Purchase Promotion:


Researchers found that the advertising at the points of sales has a huge impact

in consumers' purchase decision. That's why we are coming with point of sales

advertising. We will provide automated fridge to our retailers which will attract

more customers.


3. PR Department:


PR department is responsible for carrying publicity works. Periodically, PR

department should arrange press conferences or seminars on healthy food and

lifestyle. However, most important work of PR department is handling negative

publicity. PR department should be very careful and take necessary steps if

complains regarding product quality arises. 


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4. Product Placement:


Product placement means placing the product in various movies, serials, reality

shows in order to get consumer's attraction. We are planning to place "Bloop"

in a thriller movie directed by famous director Redwan Roni which is going to

launched soon. We are also planning to place "Bloop" in a children's reality

show named "Khude Gaanraaj".


5. Events:


To promote "Bloop", we are launching two mega events yearly. The bigger one

is named "Bloop Ice-Cream Festival". This mega festival will be arranged in

summer at a five star hotel. To participate

in this events, consumers will need to

register with a nominal registration fee.

These consumers will be given unlimited

ice-cream to eat. We will launch new

flavors every year in this festival. The

festival will last for a week and we expect

that it will bring us huge exposure. Another

event we are going to launch is "Bloop

Flavor Picker". In this events, consumers will

come and have their favorite ice cream. They will vote for their favorite flavor.

And the price of the winner flavor will be reduced for the next few months.


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6. Paid Editorials:


We are planning to publish health editorials in famous newspaper' health

supplements. These paid editorials will help our brand getting a healthy image

in the minds of consumers.


7. Coloring Vehicles:


We will promote "Bloop" by painting vehicles. These vehicles will run

throughout the city which will bring in a huge exposure. We have decided to

color "Trust Taxi Cab" with the advertisements of "Bloop". 


8. Database Marketing:


When consumers will come to our company outlets, we will keep their name,

contact details and birthdays. Analyzing this data, we will send gift boxes

containing "Bloop" ice creams to our customers on their birthday. Our

customers will be delighted and become loyal to our brand. 


9. Sponsorship:


To keep the image of our rising, we will go for sponsorship. While sponsorship,

we kept in mind that our sponsorship programs should support our brand

personality excitement and sincerity. We have decided to sponsor the following

programs-


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 1. BD Cyclist’s cycling events 

2. Sports Marathon

3. Health Editorial in Newspapers

4. Cartoons in Television

5. Children’s books & Comics in Ekushey Boimela. 

Celebrity Endorsement:


In case of celebrity endorsement, we have

chose "Elsa", a cartoon character, who was

the princess of a famous disney movie

"Frozen" as our celebrity endorser. We have

chosen Elsa because she is extremely

popular among our main target consumers -

children and teens. Besides, she is very

likable to our consumer. We are planning to

license Elsa from Disney to use her as our celebrity endorser.


Corporate Social Responsibility:

While making profit, we are responsible to our society. From this feeling, we have

decided to run the CSR activities. These CSR activities will in turn improve our

corporate image. 

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1. Subsidize for vaccination of Influenza

2. Collaboration with blood donor organizations and provide blood donors free ice

creams 



Budget:

The approximate budget for 1 year is given below.


Total: BDT 9.8 Crore For 1 year


Title Details Total Cost

BDT 25,000 /- per ad & 130 TVCs

TVC BDT 3.9 Crore
monthly

BDT 5,000 /- per ad & 165 RDCs

RDC BDT 1 Crore
monthly

Billboard BDT 1,000 /- per ad & 50 billboards BDT 1.2 Crore

BDT 75,000 /- per ad & 10 ads

Newspaper BDT 0.9 Crore
monthly

Events 2 Events BDT 0.5 Crore

cartoons, books, editorials, cycling

Sponsorship BDT 1 Crore
and sports events

Facebook & Internet Featured Ads & Popup banners BDT 0.3 Crore

Point of Purchase, Vehicle promotion,

Other BTLs BDT 1 Crore
PR, Stalls etc

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Conclusion:


Though "Bloop" is a new entrant in the ice-cream industry, "Bloop" has created

awareness among the consumers through differentiated marketing. Ice-cream industry

is growing at a rate of more than ten percent. So, there is a huge growth opportunity

waiting ahead. By implementing our suggested marketing plans, We hope that "Bloop"

will be able to survive successfully and grab a respectable market share within a short

time. 

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