The document provides a strategic business plan for a premium ice cream brand called "Crème De La Crème". It includes segmentation and targeting of consumers belonging to socioeconomic classes A and B in Bangladesh. It positions the brand as a premium ice cream with authentic French taste using original recipes. The positioning statement emphasizes high quality and French taste. Brand elements like logo, name, and packaging are designed to create awareness and visual identity. A multi-channel distribution strategy is outlined using both direct and indirect channels. Pricing strategies aim to be above normal brands but below luxury brands. An integrated marketing communications plan includes advertising, sales promotions, public relations and social media to build the brand across all touchpoints.
5. TARGET MARKET PROFILE
Age 11-20 20-30 30-40 40-50
Education level SSC/HSC or
equivalent
Bachelors Masters PhD/Post Doc.
Income 20k-30k 30k-40k 40k-50K 50k+
Gender Male Female
Marital Status Unmarried Married
7. POSITIONING
Point of Parity
• category point of parity
Refreshing, and tasty ice-cream
• competitive point of parity
different flavours & customizing
options like Cream & Fudge.
Positioning Strategies
1.Positioning by product attribute
2.Positioning by product quality
3.Positioning by price
4.Positioning by competitor
5.Positioning by Brand Character
8. POSITIONING
Positioning Statement- To consumers belonging to the
socio-economic class A & B in Bangladesh who want to
have a good quality premium brand ice-cream, our
brand ‘Crème De La Crëme ‘ is a premium brand
ice-cream which serves the taste of real French Ice-
Cream.
9. POSITIONING
Brand Mantra
To provide good quality ice-creams with original French recipe.
Components of brand mantra
Brand Function
-Premium brand ice-cream
-Quality ice-cream with real French taste
Descriptive Modifier
-Consumers belong to the socio economic class A and B.
Emotional Modifier
-providing good quality & taste of real French ice-cream
20. Distribution
Strategy Explaining Winning Channel
We have utilized
WINNING
CHANNEL
for our product
Third Party
Marketing
Intermediaries
Company
Outlets
and
Parlors
Product
delivered
to the
customers
21. Channel
Strategy
Conventional Marketing
Channel
An indirect channel
Utilizing third party marketing
intermediaries who are separate
businesses.
Products sold through retail stores,
super stores, grocery shops etc.
A direct
channel
Company
owns the
entire
distribution
Marketing Channel and
Distribution
Products
sold
through
company
outlets.
Vertical Marketing System
22. Pricing Strategy
Price level
• Above normal brand price level
• Below Luxury brand price level.
Price rate
• Parlor price tk185/scoop.
• Retail price tk90/piece.
Pricing
Strategy
• Value Based Pricing Strategy
• Not too high for the customer and not too low for us to make profit.
• Customers would feel that they are getting more than what they are paying for.
23. Pricing Strategy
Different flavors Parlor Price Retail Price
Chocolate chips: A light flavored vanilla ice cream with
chocolate chips.
Taka 185 Taka 90
Nuttella Cream Taka 185 Taka 90
Dairy Cadbury Chocolate: A richly made heavy chocolate ice
cream.
Taka 185 Taka 90
Black Raspberry crunch: A rarely made black raspberry ice
cream with mouthwatering chocolate covered almonds.
Taka 185 Taka 90
Lavender Honey: Honey and lavender blossom for a sweet
aromatic treat.
Taka 185 Taka 90
Coffee: An eye opening coffee flavored ice cream. Taka 185 Taka 90
Blue moon: A fruit loops tasting ice cream with super-secret
natural ingredients.
Taka 185 Taka 90
25. IMC (1) Advertising:
(i) Television Commercial (TVC)
(ii) Print media – Bill board and in store posters,
leaflets of our ice-cream parlor
(2) Direct marketing: Mobile marketing and online
database marketing.
(3) Sales Promotion:
(i) Trade Promotions
(ii) Consumer promotions
(4) Public Relation:
(i) Website.
(ii) Facebook page
27. IMC
Below the line
(2)Direct marketing:
We will use mobile marketing and online database
marketing to connect to our customers. We will make a
database for our potential customers and contact directly via
email.