Group 5 Section a Bellissimo Premium Ice Cream

8/16/2019 Group 5 Section a Bellissimo Premium Ice Cream

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BUILDING BRAND EQUITY OF


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BELLISSIMO PREMIUM ICE CREAM

Prepared for:

Mr. Khaled Mahmud

Course Instructor: M406 Brand Management

Assistant Professor

Institute of Business Administration, Uniersit! of "ha#a

Prepared by:

$ehanul Islam %$&'(

)ha*a* Mashu# %$&4(

+oushin adud Khan $-&/

)aeed Alam %$&60

Group: !" BBA Batch '0, )ection A

Institute of Business Administration, Uniersit! of "ha#a, "ha#a

Ma! 1, '01


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Ma! 1, '01

Assistant Professor Khaled Mahmud

Course Instructor: M406 Brand Management

Institute of Business Administration, Uniersit! of "ha#a

-onora*le Professor,

As commissioned on A2ril 13, '01 under the erm Pa2er segment of !our course curriculum, 5e are

su*mitting the attached re2ort titled Building Brand Equity of Bellissimo Premium Ice Cream. he

maor areas of anal!sis in our re2ort include:

• A *asic oerie5 of the ice cream industr! of Bangladesh

• Anal!sis of the Bellissimo Brand, its offerings, distri*ution, sales, 2romotion and mar#eting

actiities

• Anal!sis of *randing elements, *rand "+A and *rand mantra of Bellissimo using releant

theoretical models 5ith 2ractical insight

• Pro2osals and recommendations for *uilding *rand euit! ia *randing element

modifications, effectie 2ositioning strategies and mar#eting actiities

In com2letion of this term 2a2er, 5e 5ould li#e to than# !ou for the o22ortunit! to 5or# on this to2ic

as it has hel2ed us strengthen our theoretical conce2ts of *rand management *! 2ractical e72erience

and insight. his #no5ledge deelo2ment 2rocess 5ould not hae *een 2ossi*le 5ithout !our

direction. han# !ou once again for the o22ortunit!.

)incerel!,

888888888888 8888888888888 888888888888888888 8888888888

$ehanul Islam )ha*a* Mashu# +oushin adud Khan )aeed

Alam

%$&'( %$&4( $-&/ %$&60

1


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9nclosure: Building Brand Equity of Bellissimo Premium Ice Cream

AC#NO$LEDGEMENTS

e 5ould li#e to than# the follo5ing indiiduals for their time, su22ort and alua*le insight into the

2re2aration of this re2ort:

Mr% Sa&'a( Quader

-ead of Brand "eelo2ment, Bellissimo, Kai ;ood Industries


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TABLE OF CONTENTS

Pa-e No%

.% INTRODUCTION .

1.1 >erie5 11.' >*ecties 1

1.'.1 Broad o*ectie 1

1.'.' )2ecific o*ecties 1

1.3 $ationale 1

1.4 Methodolog! '

1. )co2e '

1.6


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ranging from cultural eents, a Bangladesh Cric#et eam series against +e5 %ealand, to uniersit!

eents and underground foot*all tournaments. All of this heail! damaged the *rands core "+A,

5hich 5as associated 5ith a 2remium *rand 2roiding a high alue offering. Another 2ro*lem 5ith

the *rand 5as customer dissatisfaction 5ith the *land taste of Bellissimo Ice Cream. All of that

significantl! harmed *rand euit!. his 5as readil! o*sera*le *! consumer sure! statistics 5hich

indicated that 5hile ?4E of res2ondents #ne5 a*out the Bellissimo *rand than#s to its e7tensie

mar#eting effortsD, onl! '6E had tasted it 5hich 5as reflected in the *rands 2oor 2ositioning,

2ricing and most im2ortantl!, tasteD.

Based on the a*oe challenges, the re2ort anal!ed the *rand using seeral models, namel!: the four

Ps of mar#eting, Phili2 Kotlers *rand alue model, and to understand consumer 2erce2tion, the

consumer&*ased *rand euit! model. It further anal!ed Bellissimos com2etitors in terms of their

2oints of 2arit! and 2oints of difference to highlight the core features of the Bellissimo *rand 5hich

included its high alue offering and uniue 2roducts strengthsD and, unfortunatel!, its 2oor

2ositioning, disoriented mar#eting efforts and 5ea# 2roduct taste. -o5eer, consistentl!, consumers

identified Bellissimos 2ac#aging as su2erior and a22ealing.

o deelo2 the *rands euit!, short&term and long&term strategies hae *een 2ro2osed. )hort&term

strategies focus on a defensie strateg! to leerage Bellissimos 2osition as a 2remium *rand and to

focus on targeted 2romotional actiities, associations and 2artnershi2s that ena*le consumers to

connect Bellissimo the 2remium *rand, 5ith other 2remium *rands and eents, such as associations

5ith cor2orates, cultural institutes and uniersities.


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.% INTRODUCTION

.%. Oer*e;

Ice cream glo*all! ran#s among the to2 10 snac#s eno!ed *! 2eo2le of all ages in all seasons, een5inter. In Bangladesh, the ice cream industr! dates *ac# to the 1?0s and is currentl! a B" 00

crore industr!. Increasing income and conseuentl! liing standards, along 5ith 2rolonged e72osure

to glo*al influences hae fueled gro5th and deelo2ed a huge consumer *ase. his has also led to an

emergence of a lot of mar#et 2la!ers 5ho continue to offer com2etitie 2roduct offerings and engage

in mar#eting efforts. Bellissimo Premium Ice Cream 5as launched in '013 as an industr! disru2tion.

Premium ice cream in regular serings 5as 2reiousl! unheard of in Bangladesh and as a result, the

com2an! engaged heail! in distinct mar#eting efforts and cam2aigns. Fet still, it maintains 5ea#

*rand euit! as the ice cream industr! is !et to full! ada2t to a 2remium offering for regular

customers. -o5eer, Bellissimos entrance also caused retaliation among other industr! 2la!ers 5ith

Igloo launching its o5n 2remium range, Mi Amore. his sho5s that Bellissimo has a com2etitie

mar#et offering 5hich has follo5ed some disoriented mar#eting and *randing strategies so far. he

re2ort aims to e72lore these actiities and 2roide insight into more cohesie strategies to *uild *rand

euit! for Bellissimo Premium Ice Cream.

.%/ Ob*e)

.%/%. Broad ob*e

he *road o*ectie of the re2ort is to e7tensiel! anal!e the current *rand 2ositioning of Bellissimo

Premium Ice Cream and identif! strategies and o22ortunities to *uild and leerage *rand euit!.

.%/%/ Spe=*f*= ob*e)

he s2ecific o*ecties include:

• Anal!sis of mar#et offering of Bellissimo in terms of the four Ps

•

Consumer sure! and identification of 2erce2tion of the Bellissimo *rand• Identification of ga2s in *randing

• Pro2osals and strategies for *ridging ga2 to *uild *rand euit!

.%1 Ra>*o(a&e

@ien the sheer sie of the ice cream industr! of Bangladesh, com2anies eno! a financiall! feasi*le

standing in the mar#et. -o5eer, in s2ite of e7tensie mar#eting efforts from Bellissimo since its

ince2tion, the *rand struggles to gain sufficient euit! in return for mar#eting inestment. As a result,


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the re2ort see#s to identif! the ga2s in mar#eting and 2ro2ose solutions to hel2 Bellissimo match its

mar#eting efforts 5ith su*seuent gains in euit!.

.%2 Me>,odo&o-y

he re2ort has *een deelo2ed from *oth 2rimar! and secondar! sources, along 5ith consumer

sure!s for *etter insight. Primar! sources include interie5s from Bellissimo re2resentaties

inoled in Brand "eelo2ment and Mar#eting along 5ith com2an! re2orts. )econdar! sources

include 2u*lished re2orts on Bellissimos *rand 2osition, studies of glo*al 2remium ice cream *rands

li#e -Gagen&"as and mar#et studies to anal!e the mar#et and gain an understanding of the

Bellissimo *rand.

.%! S=ope

he sco2e of this re2ort 2ertains to "ha#a *ased citiens as consumer sure!s and insight 5ere

deelo2ed *ased on those. ;urthermore, gien the sheer consum2tion of ice cream heail! centralied

around "ha#a, *randing 2ro2osals and suggestions cater mostl! to "ha#a and other ur*an areas in the

countr!.

.%5 L*'*>a>*o()

In s2ite of efforts to 2roide com2rehensie coerage, the re2ort could not coer an adeuate

consumer *ase for the sure!. Perha2s a *igger sam2le sie could hae !ielded a more accurate

consumer insight.

/% LITERATURE RE0IE$

he food sector in Bangladesh has transformed drasticall! in the last fe5 !ears. A mar#et that 5as

2rimaril! dominated *! a fe5 national *rands is no5 an o2en field for *oth ne5 national and

international *rands. he highl! com2etitie mar#et has made it necessar! for *rand *uilding to

strengthen the com2an!s 2osition in the mar#et. Im2roed socioeconomic conditions, foreign

influence and changing tastes hae all allo5ed 2remium *rands to emerge in this sector. In the race to

*uild a *rand man! com2anies oerloo# the core conce2ts related to 5hat a *rand is and 5hat ma#es a

successful *rand. Man! een confuse *et5een *randing and mar#eting. Hames -eaton, President and

Creatie "irector of ronig @rou2, sa!s, Marketing unearths and activates buyers. Branding makes

loyal customers, advocates, even evangelists out of those who buy .J1 -e also mentions that the

fundamental difference lie in ho5 the t5o o2erate. As 2er his article he "ifference *et5een


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Mar#eting and BrandingJ, mar#eting em2lo!s a 2ush strateg! 5hile *randing uses a 2ull strateg!. In

order for successful *randing one must understand 5hat a *rand is.

According to the American Mar#eting Association a *rand is a name, term, design, s!m*ol, or an!

other feature that identifies one sellers good or serice as distinct from those of other sellers. >n the

other hand, a successful *rand is an identifia*le 2roduct, serice, 2erson or 2lace, augmented in such a

5a! that the *u!er or user 2erceies releant, uniue added alues 5hich match their needs most

closel! Chernaton! and Mc"onald, 1??/D.' In his *oo# )trategic Brand ManagementJ Kein Keller

identifies the different elements that ma#e u2 a *rand. Among these the most 2rominent ones are the

names, U$thers hae defined lu7ur! 2roducts as those 5hich ratio of functionalit! to 2rice is

lo5 *ut 5hich ratio of intangi*le and situational utilit! to 2rice is high +ueno and Luelch 1??/D. /

Although 2remium signifies high end or lu7ur!, the 5a!s to deelo2 2remium 2roducts are not clearl!

articulated an!5here. >ne descri2tion of lu7ur! 2roducts is as those 2roiding e7tra 2leasure and

flattering all senses at once Ka2ferer, 1??(D?, for 5hich 2s!chological *enefits, rather than functional

*enefits, are the main factor igneron and Hohnson, '004D.10


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5ith the mar#et and managed themseles so as to create sustaina*le *rand euit!. At5al N illiams

'00?D insists that in case of lu7ur! *randing it is not communication that 5e are loo#ing for *ut

connection 5ith the customers that is our main goal. 13 It is this connection, *ac#ed u2 *! the delier!

of the *rand 2romise that has hel2ed *rands transform from ust another name into a name that

signifies true lu7ur!.

In Bangladesh *rand la*els has al5a!s *een a factor in consumer *u!ing 2atterns. ;rom clothing to

furnishings *rands hae 2la!ed a *ig role in the 2ast and still continue to do so toda!.14 In case of food

2roducts 2remium *randing inoles a lot more than ust 2remium 2rices. $esearch on *randing in

food sector sho5ed that food ualit! is a matter of consumer 2erce2tion, or more s2ecificall!

consumer acce2tanceO Cardello, 1??D.1 he consumer 2erceies ualit! as a com*ination of

e72eriences, s2eciall! the first im2ression 5hen *eing in contact 5ith the 2roduct. In the food

industr! 2erce2tions a*out the ualit! of a 2roduct can onl! *e formed after tasting the 2roduct.16

a#einto account ho5 the 2alette of 2eo2le differ and it is clear that *randing food 2roducts is more

challenging than man! others. A research on instant foods underta#en in Bangladesh it 5as found that

in case of food 2roducts consumers gie alue taste, ualit!, 2ac#aging, adertisement and 2rice in

order.1( )o 5e can see that sim2l! 2ricing 2roducts as 2remium is not going to 5or#. he 2rice in fact,

has to *e *ac#ed u2 *! su2erior taste, ualit! as 5ell as 2ac#aging.

1% INDUSTRY O0ER0IE$

1%. Ba=?-rou(d of >,e I=e Crea' I(du)>ry of Ba(-&ade),

@lo*all!, ice cream ran#s among the to2 10 treats or snac#s to consume, for 2eo2le of all ages and

5al#s of life. In the Asian su*&continent, the oldest reference to ice cream and cold treats 2articularl!

#ulfi and mil# *ased ice creamD can *e ascri*ed to Ba*! Ice creamJ. ;ull&fledged o2erations 5ere

ince2ted *! est Pa#istan *ased K. $ahman N Com2an!, 5hich acuired *usiness licenses for the

Coca&Cola *rand and the deelo2ment of Igloo Ice Cream. )oon after, the com2an! started o2erations

in 9ast Pa#istan currentl! BangladeshD. Both the factories of Coca&Cola and Igloo Ice Cream 5ere

located in Chittagong. In 1?(3, 2ost inde2endence, the ne5l! formed goernment of Bangladesh

acuired o5nershi2 of *oth Coca&Cola and Igloo Ice Cream. @ien the nascent nature of the

goernment and administratie failures, the entures failed.

In 1?/', A*dul Monem


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antiue 2ac#aging and started Pearl B>PP 2ac#aging li#e that of Polar. he *rand 5ars *et5een Igloo

and Polar continued, 5ith Polar introducing 2roducts such as: Crunch, Penguin and $oc#s. Igloo

countered them *! introducing Macho and Mega and later, )ingle )undae.

Igloo came out as the 5inner of the *rand 5ar and Polar started e72eriencing a significant dro2 in

mar#et share. In '006, the *rand Polar 5as 2ulled out of the mar#et and ne5 2la!ers li#e K5alit!

emerged. But Igloo remained dominant and *rand gre5 tremendousl!. >ther *rands li#e K5alit!,

)ao! etc. 5ere 2resent in the mar#et *ut had *een a*le to ca2ture a er! insignificant amount of

mar#et share. >nl! the mar#et for Igloo significantl! e72anded. In '00?, the *rand Polar reemerged

under the um*rella of Ur*an "eelo2ment. Alongside, some multinational ice cream *rands li#e

Men2ic#, Bas#in $o**ins and Cream N ;udge introduced ice cream 2arlors in Bangladesh. ith

this, a ne5 dimension in the local ice cream industr! 5as created called Boutiue ice cream sho2s.

hese ice cream 2arlors targeted the u22er&middle class and tried to cater to the emotional a22eal of

the consumers 5ho u2 until then could not find an! foreign ice cream *rands in Bangladesh.

In Hanuar! '013, another ne5 2la!er named Bellissimo Premium Ice cream emerged in this alread!&

com2etitie industr!. Bellissimo Premium Ice Cream is a concern of Kai ;ood Industries


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I-&oo 2.

Po&ar 12

#;a&*>y .2

Be&&*))*'o 5O>,er) !

Mar?e> ),are

Igloo Polar K5alit! Bellissimo >thers

F*-ure . Mar?e> ),are) of *=e =rea' =o'pa(*e)

Tab&e . Mar?e> ),are) of *=e =rea' =o'pa(*e)

Brand Mar?e> S,are I( BDT% Mar?e> S,are I( Per=e(>a-e

I-&oo '0 crores 41 E

Po&ar 1(0 crores 34 E

#;a&*>y (0 crores 14 E

Be&&*))*'o '/ crores .6 EO>,er) '( crores .4E

To>a& 00 crores 100 E

here are also u2coming ice cream *rands from @olden -arest, Pran, +estle and Cold )tone

Creamer!.

2% BELLISSIMO PREMIUM ICE CREAM 3 T4E COMPANY

2%. Ba=?-rou(d: I(>rodu=*(- pre'*u' *=e =rea' *( re-u&ar offer*(-)

After the introduction of *outiue ice&cream 2arlors all oer Bangladesh, the to2 management of Kai

;ood Industries


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Bangladesh and 5as first launched at the "ha#a International rade ;air "I;D '013 5ith great

success.

2%/ Co'pa(y oer*e;: De&*er*(- a pre'*u' offer*(-

he 2rimar! o*ectie of Bellissimo ice cream is to delier ice cream 2roducts of international

standard. It stries to 2roduce dense, rich, cream! and flaorful ice cream using real mil# fat, natural

ingredients and fruit 2articles. Bellissimo uses different flaors and te7tures, ma#ing it the onl! local

*rand 5ith so man! arieties to offer its customers. he com2an! strictl! follo5s the international

standard of ice cream 2roduction 5ith natural flaors and no additional colors. $a5 materials and

machines of highest ualit! are used for 2roduction.

he most im2ortant criteria for an ice cream of international standard is for it to hae minimum 10E

mil# fatRmil# creamR *utter fat. Bellissimo is the onl! local ice cream 2roducer to *ring real ice cream

to its consumers 5ith 10E mil# fat and more at an afforda*le 2rice.

Initiall!, Bellissimo introduced 4 categories of ice cream in the form of cu2s, cones, *ars and ice

cream sand5iches. he 100ml cu2s are aaila*le in ten flaors and 00ml tu*s in si7 flaors. he

cones are called Perfetto and come in three different flaors. here are t5o t!2es of ice cream *ars

called )u2remo and Primo. )u2remo comes in three different flaors 5hile the Primo is aaila*le in

one flaor onl!. he most uniue 2roduct of Bellissimo is the ice cream sand5ich called Biscotto,5hich comes in t5o flaors = anilla and chocolate. Bellissimo is the first com2an! to introduce ice

cream sand5ich in the local mar#et.

he target consumers of Bellissimo are from the u22er and u22er&middle class societ! 5ho are regular

consumers of ice cream and are 5illing to 2a! a 2remium 2rice for a 2remium 2roduct. hese

consumers mostl! lie in ur*an metro2olitan locales of "ha#a, Chittagong, Comilla, )!lhet, Khulna,

Bogra and sho2 from su2erstores or A&categor! de2artmental stores.

ith a E&6E mar#et share alread! *! the first !ear in the ice cream industr!, Bellissimo can onl! go

further 5ith its ualit! 2roduct and effectie *usiness strateg!.

2%1 Core a&ue) a(d ob*e)

2%1%. Corpora>e M*))*o( o *e the leading ice cream *rand in Bangladesh


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2%1%/ 0*)*o( o 2roide international ualit! ice cream 2roducts to the consumers 5ith a 5ide range

of ne5 and e7citing flaors

2%1%1 Core a&ue) 3 he core alues of the Bellissimo *rand include:

• o 2roide the customers 5ith international standard ice cream 2roducts coming in arious

flaors

• o maintain the international standard of ice cream 2roducts *! using 10E or more mil# fat

and high&ualit! natural ingredients.

2%1%2 Core re)po()*b*&*>y

• Proide customers 5ith high&ualit! 2remium 2roduct and *ecome the leading local ice&

cream *rand• Create *rand a5areness and to2 of the mind recall

• Maintain 2remium 2ositioning of the *rand through communications N actiities

!% BELLISSIMO PREMIUM ICE CREAM 3 T4E BRAND

!%. Bra(d a(a&y)*) u)*(- >,e Four P)

!%.%. Produ=> ra(-e a(d Pr*=*(-

Bellissimo has an e7tensie 2roduct range, 5hich can *e categoried in terms of the sering 2ac#ages:

*% . '& =up):

Ca>e-ory . Ta?a 2 Ca>e-ory/ Ta?a!

Premium Chocolate

Premium anilla

Premium )tra5*err!

Premium Mango

Mint Chocolate Chi2

Cherr! Chocolate Chi2

+utt! Almond

+utt! Pistachio

Butter Chocolate Almond

Banana Chocolate alnut

**% ! '& >ub)

Ca>e-ory . Ta?a.! Ca>e-ory/ Ta?a.8!


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Premium Chocolate

Premium anilla

Premium )tra5*err!

Premium Mango

Mint Chocolate Chi2

Cherr! Chocolate Chi2

+utt! Almond

+utt! Pistachio

Butter Chocolate Almond

Banana Chocolate alnut

***% . &*>er >ub):

Ca>e-ory. Ta?a/! Ca>e-ory/ Ta?a12!

Premium Chocolate

Premium anilla

Premium )tra5*err!

Premium Mango

+utt! Pistachio

*% I=e =rea' Bar ;*>, )>*=?:

Ca>e-ory. Ta?a 8 Ca>e-ory/ Ta?a 1! Ca>e-ory1 Ta?a !

)u2remo 10' mlD

& )tra5*err!

& Chocolate

& anilla

& Almond

Primo (0 mlD

& anilla

)u2remo +ano 4 mlD

& anilla

&Chocolate

&)tra5*err!

% Co(e:

Co(e Ta?a8

Perfetto 1'1 mlD

& Chocolate

& )tra5*err!

& anilla

*% I=e =rea' )a(d;*=,:

Sa(d;*=,Ta?a1


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Biscotto 4 mlD

& Chocolate

&anilla

&Mint

&)tra5*err!

Bellissimo 2lans to launch more 2roducts to e7tend its )u2remo and Biscotto range. he! are as

follo5s:

1D )u2remo = ne5 5hite chocolate coating

'D Chocoholic Biscotto = chocolate *iscuit 5ith chocolate ice cream

3D 00ml tu*s = ne5 flaors

4D 1000ml tu*s = ne5 flaors

D Ice Cream Ca#e

6D *o(" )a&e) a(d d*)>r*bu>*o( =,a((e&)

Bellissimo ice creams are no5 aaila*le in all retail outlets, de2artmental stores, small&scale stores

and all outlets 5ith aaila*le freeers. Luantities are set as 2er mar#et stud!, consumer segmentation

and forecasting.

!%.%/%. Produ=>*o(

he ice cream 2roduction 2lant of Bellissimo has a ca2acit! of *et5een '/000 and 30000 liters, 5hile

it actuall! 2roduces 4000 to 000 liters. his indicates underutiliation of the 2lant. In order to full!

utilie the 2lant ca2acit!, Kai ;arms is launching officiall! another *rand of ice cream called %a n

%ee er! soon.

!%.%/%/ D*)>r*bu>*o(

he organiational hierarch! of Bellissimo )ales de2artment is gien *elo5:


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-ead

of)ale

s +ational )ales

Manager

$egional )ales Manager

Area )ales Manager

Area )ales 97ecutie

"istri*utorsR"ealersR)ales $e2resentaties

F*-ure /% Sa&e) depar>'e(> ,*erar=,y of Be&&*))*'o

In the case of distri*ution, Bellissimo has 6 de2ots for 6 regions in the 5hole countr! to ensure

nation5ide distri*ution. hese are in "ha#a, Chittagong, Comilla, )!lhet, Bogra and Khulna.

"e2ending on the sie, each region is diided into seeral areas. here is a $egional )ales Manager

$)MD in each region and under the su2erision of each $)M there is an Area )ales Managers A)MD

assigned in each area. Again for each A)M, there are Area )ales 97ecuties A)9D 5ho directl!

monitor the sales and distri*ution. ;or distri*ution, Bellissimo follo5s the indirect s!stem 5hich is

essentiall! area *ased. -ence, a num*er of Pett! dealers 5or# under each A)9 for the su22l! of ice

cream to retail stores. he! are small area dealers. he! are gien ' ice cream carrier ans and '&3

freees assuring the storage of 1'00 liters in an aerage.

he 2a!ment s!stem and delier! is fluent and eas! to trac#. ;irstl!, the distri*utor 2a!s the due

amount to the *an#. @etting confirmation from the *an#, A)9 informs to the de2ot to delier the

ordered uantit! of ice cream to the distri*utor. A)9 deliers ice creams to a distri*utor in follo5ing

alternate da!s i.e. either )aturda! and uesda! or )unda! and ednesda! or Monda! and hursda!.

ia a nation5ide distri*ution net5or#, Bellissimo has coered the maor districts of Bangladesh.

Current area coerage *! Bellissimo are& "ha#a, Chittagong, )!lhet, Comilla, Bogra, $ashahi,

"ina2ur, $ang2ur, Barisal, Khulna, Hessore. Also the! hae done e7tremel! 5ell in terms of freeer

2lacement. Currentl!, there are a22ro7imatel! 3300 freeers in the mar#et and the target is to install

6000 freeers *! Ma! '014.


19/40

-o5eer, it has *een seen that the larger cities hae *een more 5elcoming of Bellissimo 2roducts. In

"ha#a and Chittagong, there are su2er stores, chain sho2s and restaurants 5ho are also the com2an!s

maor consumers such as Agora, Meena*aaar, )5a2no, *(- a=>**>*e)

he Bellissimo *rand, since its ince2tion has *een heail! inoled in 2romotion and mar#eting

actiities, al*eit the efforts do not ustif! the frailing *rand euit!. hese e7isting actiities include:

*% Ee(> e(-a-e'e(>) a(d )po()or),*p):

@rand launch of Bellissimo Ice Cream at "I; '013

F*-ure 1% Be&&*))*'o a> DITF /.1

Premium ice cream 2artner at the Dur-a Pu*a& o( Ba(a(* F*e&d *( /.1 a(d /.2

• >fficial ice cream 2artner of the Sa,ara Cup Ba(-&ade),Ne; Hea&a(d B*&a>era& Cr*=?e>

Ser*e) *( /.1 5here it had e7clusie ice cream selling rights 5ithin the stadium 2remises

F*-ure 2% Sa,ara Cup Ba(-&ade), ) Ne; Hea&a(d /.1


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• itle )2onsor of er! @ra2hicJ = a gra2hic art e7hi*ition held at Be(-a& Ar> Ga&&ery

Platinum )2onsor and e7clusie ice cream 2artner of 4ay Fe)>*a& /.1 a(d /.2

F*-ure !% Be&&*))*'o Pro'o>*o( for 4ay Fe)>*a& /.2

• Platinum )2onsor and ice cream 2artner at D*-*>a& Mar?e>*(- Su''*> /.! or-a(*@ed by

Ba(-&ade), Bra(d Foru'

• Premium )2onsor and Ice Cream Partner at 8TEEN Fu>)a& Du-ou> /.2" 8TEEN I(>er

u(*er)*>y Fu>)a& Tour(a'e(>" MUSICON /.1

• 97clusie ice cream 2artner at Be(-a& C&a))*=a& Mu)*= Fe)>*a& /.2

F*-ure 5% Ee(> ba((er for Be(-a& C&a))*=a& Mu)*= Fe)>*a& Ba(-&ade), /.2

97clusie Ice Cream Partner for Ro=?(a>*o( I" II a(d III


21/40

)2onsor of artist +itand!a @ains Printma#ing e7hi*ition at Alliance ;raincaise de "acca

F*-ure 8% Ee(> ba((er for Pr*(>'a?*(- E,*b*>*o(

**% A=>*a>*o(:

• Uniersit! ice cream outlets during eents such as Nor>, Sou>, U(*er)*>y Career Fa*r

/.1" /.2" Ea)> $e)> U(*er)*>y" IBA" DU dur*(- a((ua& Fre),er@ a(d -radua>*o(

ee(>)

•97clusie ice cream 2artner of IBA" DU Gradua>*o( /.2 a(d /.!

• 97clusie ice cream 2artner of UNYSAB Mode& U(*>ed Na>*o() Pro-ra' /.2

***% Sa&e) pro'o>*o( a(d ader>*)*(-:

• "I; '013 5ith its e7tensie outlet, stands, 2rint media outlets

• Bill*oards and 2oint&of&sales materials:

A22ro7imatel! ./ b*&&board) )>ra>e-*=a&&y &o=a>ed *( pr*'e &o=a>*o() *( D,a?a and

/ b*&&board) *( C,*>>a-o(-


22/40

P>) materials include Ro'a( ba((er)" 9)>a(d)" produ=> =u>ou>)" &o-o )>*=?er)"

re>a*& po)>er)" &eaf&e>) a(d f&yer)

• An integrated mar#eting communications a22roach launched in Hune '014 5ith a 2ress

release follo5ed *! *ill*oards, radio commercials and P>)M

• Cs launched in "ecem*er '013

• A ded*=a>ed a(d fu&&y *(for'a>*e a(d fu(=>*o(a& ;eb)*>e

F*-ure 6% Be&&*))*'o ;eb)*>e

• )trong 2resence in )o=*a& 'ed*a )*(=e *(=ep>*o( ;*>, a( a=>*e Fa=eboo? pa-e along 5ith

fre+ue(> )ea)o(a& o(&*(e =o(>e)>) )u=, a) Mo>,er7) Day =o(>e)>)


23/40

F*-ure % So=*a& 'ed*a a=>**>*e) for Ba(-&ade), ;*( oer Pa?*)>a( *( /.!


24/40

F*-ure .% So=*a& 'ed*a a=>**>*e) for Mo>,er7) Day /.! by Be&&*))*'o

!%/ Bra(d e&e'e(>) a(d E+u*>y

Anal!sis of the Bellissimo *rand reuires understanding and su*seuent anal!sis of the indiidual

com2onents, 5hich ma#e u2 the *rand. hese include:

*% Lo-o:

he logo is )*'p&e" '*(*'a&*)>*= a(d e&e-a(> 5hich is in line5ith the Bellisimos 2ositioning as a pre'*u' *=e =rea'

bra(d%

In terms of the color scheme, the logo is also e&e-a(> a(d

perfe=>&y de*)ed ;*>, >;o>o(e 'u&>*p&e -rad*e(> color

schemes 5hich reflects the ba)*= =o&or )=,e'e of *=e =rea'

*iscuit colored cone 5ith a delicious e7uisite chocolateD.

F*-ure ..% Be&&*))*'o Lo-o

**% Ta-&*(e: he *rand has no 2articular tagline 5hich is acce2ta*le for consumer food 2roducts,

2articularl! ice cream, as the u(*+ue )e&&*(- propo)*>*o( of *=e =rea' *) a&;ay) >,e =o'b*(a>*o( of

>a)>e" pa=?a-*(-" *)ua& de&*-,> a(d a =o'p&e>e !)e()e) eper*e(=e of *)*o(" >ou=," >a)>e" )'e&&

a(d )ou(d% It reuires (o d*re=> ,*-,&*-,>*(- *a a >a-&*(e as to 5hat the 2roduct has to offer.


25/40

***% Pa=?a-*(-:

In terms of 2ac#aging, Bellissimo introduced )&*-,>&y d*ffere(>*a>ed pa=?a-*(- for >ub) or &*>re

boe) to add to the pre'*u' appea& of >,e bra(d% I> rep&*=a>ed de)*-() fro' Moe(p*=? a(d

4aa-e(Da@)% ;urthermore, re-u&ar )*@ed por>*o() )u=, a) *=e =rea' bar) ,ae e&e-a(>

>ypo-rap,y a(d =o&or )=,e'e) >o &eera-e >,e pre'*u' bra(d a))o=*a>*o(%

F*-ure ./% Be&&*))*'o Produ=> Pa=?a-*(-

***% E(dor)e'e(>: Bellisimo has (o =e&ebr*>y e(dor)e'e(>) a) of >,a>% his is a relatiel! 2ositie

a22roach as the *rand is !et to esta*lish itself in the mar#et 2ro2erl!. Inesting in a cele*rit!

endorsement at such an earl! stage, that too for a 2roduct 5hich is highl! eper*e(=e =e(>r*=" is not

feasi*le.

*% Bra(d e+u*>y: In terms of bra(d e+u*>y" Be&&*))*'o7) 'ar?e> po)*>*o( *) fra*&% Although, it has

heail! engaged in all the right communication channels, =u)>o'er re>e(>*o( *( >er') of )a&e) *)

poor a) >,e bra(d *) ye> >o )u==e))fu&&y &eera-e *>) pre'*u' offer*(-% -o5eer, >,e bra(d7)

e'er-e(=e ,a) bee( a 'ar?e> d*)rup>*o(% @ien that there 5as no other &o=a& pre'*u' *=e =rea'

bra(d *( >,e 'ar?e>" the *rand 5as set to eno! a mono2olistic 2osition in this 'ar?e> )ub)e-'e(>

of *=e =rea'" *%e% pre'*u' *=e =rea' *( re-u&ar offer*(-)% -o5eer, local customers are u(a;are


26/40

of >,*) )e-'e(> a(d are ye> >o -e(era>e a&ue% Fet still, defe()*e )>ra>e-*e) fro' I-&oo ;*>, *>)

o;( pre'*u' )ubbra(d M* A'ore" ),o;) >,e ),eer po>e(>*a& of Be&&*))*'o a) a pre'*u' *=e

=rea' bra(d%

% S$OT A(a&y)*) of >,e Bra(d:

S>re(->,) $ea?(e))

1. Bellissimo can 2roide the highest ualit! of

ice cream 2roducts aaila*le in the local mar#et.

'. he num*er of arieties of ice cream flaors

that Bellissimo can is unmatched and currentl!,

no other local *rands are una*le to do so.

3. )u2erstore leadershi2 has alread! *een

achieed.

4. Attractie and standout 2romotional actiit!

such as: *ill*oards and *anners.

. Biscotto has *een er! 5ell acce2ted in most

areas and can *e 2erceied as the flagshi2

2roduct.

1. )ome consumer segments 2erceie the 2roducts

as oer2riced. )ome of the target customers still

2refer Igloo as a more alue for mone!J 2roduct.

'. Certain amount of negatie feed*ac#.

3. )lo5 moement of some star 2roducts li#e:

)u2remo.

Oppor>u(*>*e) T,rea>)

1. he ice cream industr! is gro5ing *ecause of

high demand and increasing *u!ing 2o5er of

consumers.

'. he u2coming ne5 2roducts can further hel2

Bellissimo to ca2ture more mar#et share.

3. 972ansion of sales and distri*ution net5or#

such as: inection of retail freeers, CafS

Bellissimo outlet etc. should hel2 Bellissimo to

further firml! esta*lishes itself in the industr!.

4. Innoatie and e7citing trade and consumer

1. More com2etitors: local and foreign *rands

ali#e such as: @olden -arest, Pran etc. are

entering in an alread! high&com2etitie mar#et.

'. 97isting com2etitors such as: Igloo are tr!ing

to ta2 into the 2remium segment and com2ete

directl! 5ith Bellissimo.

3. Product 2rice ma! *e a cause for concern if

other *rands tr! to ca2ture the 2remium segment

5ith relatiel! lo5er 2rice.


27/40

2romotions as 5ell as eent actiities in

educational institutions and entertainment

enues should *e e7cellent for consumer

a5areness.

. "igital 2romotion oer ;ace*oo# should hel2

Bellissimo to comforta*l! sta! in its target

consumers minds.

!%1 Co()u'er be,a*or a(d a(a&y)*)

!%1%. E*)>*(- 'ar?e> )e-'e(>a>*o(

*% Geo-rap,*= Se-'e(>a>*o(

• Peo2le liing in ur*an metro2olitan locales of "ha#a, Chittagong, Comilla, )!lhet, Khulna,

Bogra.

**% De'o-rap,*= Se-'e(>a>*o(

• he ideal consumer of the *rand Bellissimo is a !oung adult of the u22er and u22er&middle

class famil!.

• 9en though highl! targeted age&s2ecific 2roducts hae not !et *een designed,

schoolRcollegeRuniersit! students are generall! the ideal customers for the im2ulse 2roductsstic#s, cones, sand5iches and 100ml cu2sD.

• A slightl! elderl! grou2 is a *etter target for the home consum2tion 2roducts such as tu*s and

liters.

***% Be,a*ora& Se-'e(>a>*o(

• Peo2le sho22ing from su2erstores or A&categor! de2artmental stores.

• $egular consumer of ice cream and other indulgent 2roducts and is 5illing to 2a! a 2remium

to satiate hisRher needs.

• @enerall! actie on the Internet and aid users of ;ace*oo# and other 2o2ular social media

such as t5itter, Fouu*e etc.

• )u*scri*ers of lifest!le magaines and mostl! users of the Internet to gather information

a*out 2roducts.

• $eliance on 2eer reie5s for 2urchase decisions.

• he lifest!le of the target consumers also reflect their as2iration sides = isiting malls

regularl!, traelling, 5atching moies at high ualit! moie theatres, using smart 2hones,cele*rating arious s2ecial occasions 5ith a2lom* etc.


28/40

*% I(=o'e Se-'e(>a>*o(

• he aerage famil! income of these consumers generall! starts from #. 0,000 2er month.

!%1%/ Co()u'er per=ep>*o( abou> >,e Be&&*))*'o Bra(d

In s2ite of increasing mar#eting efforts in the right communication channels, Bellissimo is !et to

esta*lish itself in the mar#et. A sure! conducted on the *rands 2erce2tion among the consumers a

sam2le sie of /' res2ondents *ased in "ha#a cit!D !ielded the follo5ing results:

*% Bra(d fa'*&*ar*>y a(d a;are(e)): 2 of >,e re)po(de(>) =&a*'ed >,a> >,ey ?(e;

>,e Be&&*))*'o bra(d% hen as#ed as to ho5 the! gained #no5ledge of the *rands

e7istence, the! indicated the follo5ing sources:

Tab&e /% Surey re)po()e) for ?(o;&ed-e o( Be&&*))*'o Bra(d

1.

.6

1/

22

/

Sour=e)

Bill*oards and 2rint media

C

ord of mouth

$etail outlets

9ent actiation

>ther

Sour=e)

B*&&board) a(d pr*(> 'ed*a './0E

T0C 1.'0E

$ord of 'ou>, 1/E

Re>a*& ou>&e>) 3'E

Ee(> a=>*a>*o( 44E

O>,er 'E

he a*oe trend indicates that most of the *rands efforts hae *een through its countless eent

actiations. -o5eer, gien the 5ide ariet! of eents starting from classical music eents, art

e7hi*itions and conferences, to national cric#et tournaments and uniersit! leel eentsD, the bra(d7)

*de(>*>y ,a) bee( 'a))*e&y d*&u>ed%


29/40

**% Be&&*))*'o offer*(- >a)>e" appea&" a&ue for 'o(ey: O(&y /5 of re)po(de(>)

=&a*'ed >,a> >,ey >a)>ed *=e =rea') fro' Be&&*))*'o% >ut of these '6E, a 'ere 1/

=&a*'ed >,a> >,ey ;a(>ed >o >ry >,e *=e =rea' a-a*(% his indicates a relatiel! 5ea#

strength of the *rand in terms of its flaor. A &2oint rating scale 5as deelo2ed 5ith

*eing e7cellent and 1 *eing 2oor to assess the follo5ing factors and the scores 5ere then

aeraged to !ield:

Tab&e 1% Surey re)po()e) ra>*(- fa=>or) of Be&&*))*'o produ=>) *( -e(era&

S=ore

Ta)>e 3.1

Appea& pa=?a-*(- 3.?

0ar*e>y 4.4

Pr*=e '.(0a&ue for 'o(ey 3.0

he a*oe factors indicate that consumers e72erience relatiel! high dissatisfaction in terms of the

oerall 2rice of Bellissimo 2roducts and their tastes. Most consumers often descri*e Bellissimo ice

creams as *land and lac#ing flaor and the! do not find ustification of a 2remium 2rice for a

2remium offering 5ith mediocre taste and e72erience. he strengths, ho5eer, are the *rands isual

and sensor! a22eal in terms of 2ac#aging.

!%2 Bra(d a(a&y)*) u)*(- >,eore>*=a& 'ode&) a(d Co()u'erba)ed Bra(d E+u*>y a(a&y)*)

!%2%. Bra(d DNA A(a&y)*)

he *rand "+A of Bellissimo consists of the follo5ing com2onents:

A ,*-,a&ue" ,*-,+ua&*>y offering

4*-,+ua&*>y *(-red*e(> )our=*(- 5ith greater mil# 2ercentage than an! other *randD

A pre'*u' offer*(- that *f*e) pay*(- a pre'*u'

A )>ra>e-*= f*> be>;ee( =o()u'er a&ue a(d pr*=e

!%2%/ Bra(d a&ue a(a&y)*) u)*(- P,*&*p #o>&er7) Co(=ep> of Bra(d 0a&ue

As 2er theoretical im2lications from mar#eting guru Phili2 Kotler, a *rands alue can *e calculated

as follo5s:

Brand Value=Benefit

Cost

Benefit consists of the follo5ing com2onents:

• ;unctional *enefit 2roduct attri*utes, features, taste, smell and other tangi*lesD


30/40

Re)o(a(=e

ud-'e(>) J Fee&*(-)

Perfor'a(=e J I'a-ery

Sa&*e(=e

• 9motional *enefit intangi*le gains from 2roduct consum2tionD

Costs consist of the follo5ing com2onents:

• Monetar! costs 2ricingD

• +on&monetar! costs time, ris# and effortD

alue addition o22ortunities lie in redu=*(- (o('o(e>ary =o)>) a(d *(=rea)*(- e'o>*o(a& be(ef*>)%

In the case of Bellissimo, the follo5ing o22ortunities for alue addition e7ist:

• ;unctional *enefit = im2roe 2roduct taste, enhance flaor content, introduce arieties

• 9motional *enefit = currentl! 2roduct 2ac#aging 2roides a 2remium a22eal *ut enhancing

2ac#aging in line 5ith flaor and taste and add to greater emotional *enefit

• Monetar! cost = align functional *enefits 5ith e7isting 2ricing strategies to ensure strategic

fit in alue addition

• +on&monetar! cost = increase 2roduct aaila*ilit! in retail outlets

!%2%1 Co()u'erba)ed bra(d e+u*>y a(a&y)*) of Be&&*))*'o Pre'*u' I=e Crea'

*% Bra(d *de(>*>y 3 Sa&*e(=e:

• @ien the e7tensie mar#et coerage through its eent s2onsorshi2s and mar#eting

communications ia *ill*oards and Cs, consumers are a5are that Bellissimo is a 2remium

ice cream *rand


31/40

**% Bra(d Mea(*(- 3 Perfor'a(=e" I'a-ery:

Performance = Bellissimos *land tasting 2roducts lead to its 5ea# euit!. As a result,

customers fail to ustif! the higher 2rice and associate the alue deried from a su22osed

2remium offering.

Imager! = As su22lemented *! consumer sure! results, the isual a22eal of Bellissimo

2roducts is strong and the 2ac#aging adds to the 2remium a22eal and the aesthetic as2ect of

consumer&*ased *rand euit!

***% Bra(d re)po()e 3 ud-'e(>)" Fee&*(-):

• Hudgments = consumers udge Bellissimo as K a(o>,er *=e =rea' bra(d ;*>, a

re&a>*e&y ,*-,er pr*=e% his is a significantl! negatie *rand association, 5hich results inthe *rands 5ea# euit!.

• ;eelings = li#e the udgment as2ect, consumers are !et to feel the e72erience of consuming a

local 2remium 2roduct li#e Bellissimo.

*% Re&a>*o(),*p) 3 Re)o(a(=e:

• @ien Bellissimos diluted *rand 2resence as ust another ice cream *rand in an alread!

saturated mar#et, it fails to miss the mar# on its pre'*u' offer*(-% As a result, consumers

associate the *rand as haing *een a( ee(> )po()or a) >,e bra(d read*&y )po()or) a&'o)>

ea=, a(d eery ee(>%

5% COMPETITORS7 LANDSCAPE

5%. I=e =rea' 'ar?e> )e-'e(>a>*o(

he ice cream mar#et in Bangladesh can *e su*diided into the follo5ing categories:• Re-u&ar offer*(-) 3 cone, cu2 and *o7 offerings for regular consum2tion. Brands com2eting

include Igloo, Polar, K5alit! etc.

• Pre'*u' *=e =rea' 3 slightl! higher 2riced ice cream 5ith 2remium flaors and offerings.

Bellissimo com2etes in this *rac#et against Mi Amore and foreign *rands li#e Moen2ic#.

• I=e =rea' par&or) 3 hese include designated outlets 5ith seating arrangements, offering

2remium ice cream and com2lementar! 2roducts li#e cold *eerages and *a#ed items.

Bellissimo CafS 5as esta*lished as a ne5 entrant in this segment along 5ith the li#es of

Moen2ic# and Mi Amore Parlor.


32/40

5%/ Co'pe>*>*o( 'a>r*

he follo5ing matri7 identifies Bellissimos com2etition along 5ith its shortcomings and 2oints of

difference:

Tab&e 2% Co'pe>*>or Ma>r* *( >,e I=e Crea' I(du)>ry

Bra(d I(du)>ry )>a(dard Po*(>)

of Par*>y

Bra(d offer*(-

S>re(->, a(d Po*(>) of

D*ffere(=e

S,or>=o'*(-)

I-&oo • -ealth ins2ection

2ass from B)I and

food testing

authorities

• )tandard 2ac#aging

in 2lastic 2ol!mer

• )tandard stic# and

5ra22er for cone and

dis2osa*les

• Common flaors

anilla, Chocolate,

;ruit, +utD• Cone ice cream

ariant

• Chocolate coated *ar

ice cream ariant

•-igh *rand euit! 5hich

automaticall! leads to

consumers associating

ice cream 5ith Igloo

•)trong and consistent

flaors

•Uniue flaor of Cornelli

•Uniue ice cream ca#e

•


33/40

pre'*u' *=e

=rea' *( re-u&ar

offer*(-)

• U(*+ue f&aor

offer*(-)

• U(*+ue produ=>

offer*(-) *=e

=rea' )a(d;*=,

• Im2ro2er use of

communication

channels to

communicate *rand

message and a22eal

of 2remium

conce2t

•

he a*oe ta*le anal!sis 2roides a fe5 2ointers for Bellissimo:

• he *rand reuires strong focus on the 2remium offering conce2t in order to =a>er >o a

>ar-e>ed -roup of =o()u'er) ;,o =a( afford a(d =o((e=> >o >,e affordab&e pre'*u'

=o(=ep>

• he *rand needs to use appropr*a>e =o''u(*=a>*o( =,a((e&) a(d dee&op a( appropr*a>e

*(>e-ra>ed 'ar?e>*(- =o''u(*=a>*o() pro-ra' >o up,o&d *>) affordab&e pre'*u'

'e))a-e

8% BRIDGING T4E GAP BET$EEN CURRENT AND E9PECTED

EQUITY

8%. Gap a(a&y)*)

8%.%. Curre(> bra(d e+u*>y

Bellissimo currentl! has 5ea# *rand euit! *ecause of the follo5ing reasons:

• Bland 2roduct taste

• "isoriented mar#eting communications 5hich fail to successfull! 2osition the *rand as a

pre'*u' offer*(- *( a( affordab&e 'a((er

• he 2roduct is currentl! *eing 2ositioned in an a&ready )a>ura>ed 'ar?e> of re-u&ar

pur=,a)e *=e =rea' u)*(- >,e )a'e =o''u(*=a>*o( =,a((e&) >,a> >,e o>,er bra(d) u)e"

*%e%" *> doe) (o> &eera-e o( a po*(> of d*ffere(=e% Currentl!, li#e all other ice cream *rands,

Bellissimo follo5s the same trade 2romotion strategies, A< strategies *ill*oards and CsD

and B< strategies arious eent s2onsorshi2sD li#e all other *rands in general 5hich does

not 2roide it an! u(*+ue bra(d po)*>*o( or e+u*>y%

8%.%/ Proed bra(d e+u*>y


34/40

@ien the *rands pre'*u' offer*(-" Bellissimo e72ects the follo5ing as a *rand:

• )trong consumer 2erce2tion in terms of a pre'*u' eper*e(=e a> (earaffordab&e pr*=e)

• 0a&ue =rea>*o( fro' offer*(-

• U(*+ue 'ar?e> po)*>*o( a) f*r)> 'oer a(d =rea>or of &o=a&&y 'a(ufa=>ured pre'*u' *=e

=rea'

8%/ S>ra>e-y *'p&e'e(>a>*o(

Based on the a*oe ga2s identified, the follo5ing strategies are 2ro2osed:

*% S,or>>er' . >o 1 year) 3 Defe(d a(d =o()o&*da>e bra(d po)*>*o( a(d &eera-e bra(d e+u*>y

In the short term, the *rand needs to defend its e7isting mar#et share, 5hich is drien 2rimaril! *! the

olume of sales and 5eather concerns, and not 2urel! *ecause of Bellissimos 2reference *!

customers in the mar#et. As a result, it needs to focus on the follo5ing:

• )hift focus to5ards >ar-e>ed 'ar?e>*(- =o''u(*=a>*o() pro-ra')

• Cap*>a&*@e o( >,e pre'*u' offer*(- of >,e bra(d

In order to do the a*oe, the follo5ing strategies are 2ro2osed:

a% Tar-e>ed pro'o>*o(a& a=>**>*e) a(d )po()or),*p):

Currentl!, Bellissimo has *een )po()or*(- a ;*de ra(-e of ee(>) )>ar>*(- fro' =&a))*=a& 'u)*=

a(d ar> e,*b*>*o() >o u(*er)*>y fa*r) a(d u(der-rou(d foo>ba&& >our(a'e(>)% All of that dilutes

the *rands image. As a result, >o up,o&d *>) pre'*u' *'a-e" Be&&*))*'o ),ou&d fo=u) o( >,e

fo&&o;*(- >ype) of ee(>) for pro'o>*o(:

S>ra>e-*= par>(er),*p ;*>, Be(-a& I()>*>u>e for )po()or),*p of ar> a(d 'u)*=a&

e,*b*>*o() of >,e =o'pa(y: his 5ill attune the 2remium image of Bellissimo 5ith the

nations pre'*u' pr*a>e ar> a(d =u&>ure =ura>*(- e(>*>y" Be(-a& I()>*>u>e% ;urthermore,

gien that cultural eents in "ha#a are graduall! attracting a you(- a(d =u&>ura&&ye(>,u)*a)>*= >ar-e> aud*e(=e" the! 5ill *e more inclined to consume ice cream, 5hich 5ill in

turn *e mutuall! *eneficial for Bellissimo.

Co)> *(o&ed: itle rights estimated at B" 1,'00,000 as a22ro7imated *! e7isting

2artnershi2 agreements of Bengal InstituteD and eent s2onsorshi2 costs 5ill ar!

de2ending on the t!2e and scale of eent

R*)?: cultural eents occurring in 5inter 5ill not *e *eneficial for sales of Bellissimo

at the eent outlets. ;urthermore, ice cream consum2tion ma! not *e faora*le and

ma! not match 5ith the cultural set u2.


35/40

E>e(ded par>(er),*p of U(*er)*>y ee(>) )u=, a) =areer fa*r)" -radua>*o(

=ere'o(*e)=o(o=a>*o() a(d bu)*(e)) =o'pe>*>*o(): his 5ill hel2 associate Bellissimo as

a mature *rand catering to a sensi*le and solid target consumer *ase. Also, the sheer olume

of 2otential customers in such eents ma#es the *rands e72osure more 2rominent.

Co)> *(o&ed 3 de2ending on the t!2e of eent *ut usuall! in the 6 to ( digit mar#

R*)? 3 eent s2onsorshi2s do not necessaril! drie sales and consumers ma! not *e

5illing to hae ice cream during such eents and rather 5ait for 2ro2er dinner or

lunch meals

Sea)o(a& ee(> )po()or),*p) a(d e(dor)e'e(>) of fo=u) -roup) >o pro'o>e produ=>

ar*a(> 3 Pro2osals include:

o

Ba(-&ade), D*abe>*= A))o=*a>*o( =a( be )po()ored by Be&&*))*'o >o pro'o>e *>))u-arfree d*abe>*= *=e =rea'%

o he Foghurt ice cream *! Bellissimo ma! *e launched and 2romoted at Pohela

Boisha#h and euialent traditional festials

Co)> *(o&ed de2ending on the t!2e of eent *ut usuall! in the 6 to ( digit

mar#

R*)? 3 eent s2onsorshi2s do not necessaril! drie sales and consumers ma!

not *e 5illing to hae ice cream during such eents and rather 5ait for 2ro2er

dinner or lunch meals

b% Tr*''*(- do;( o( e=e))*e a(d u(rea)o(ab&e pro'o>*o(: A sure! *! +ielsen Bangladesh in

'014 concluded that Cs launched *! emerging snac#s *rands, 2articularl! chi2s and ice creams,

strengthened the *rand euit! of alread! e7isting *rands and droe their sales instead of those of the

*rand *roadcasting the C. he sure! !ielded that 2articularl! in the case of Bellissimo, T0C)

&au(=,ed by Be&&*))*'o droe )a&e) of I-&oo a(d Po&ar by %5 a(d 2%/ re)pe=>*e&y *( /.!

;,*&e &ea*(- (o *'pa=> o( >,e )a&e) of Be&&*))*'o *=e =rea'% As a result, it is 2ro2osed that

Be&&*))*'o (o> e(-a-e *( fu>ure =rea>*o( of T0C) or rad*o =o''er=*a&) a) >,ey are epe()*e

a(d ra>,er d*'*(*), bra(d e+u*>y%

=% Mod*fy bra(d 'e))a-e a(d dee&op *(>e-ra>ed 'ar?e>*(- =o''u(*=a>*o() >o pro'o>e

pre'*u' *'a-e:

he core strength of Bellissimo is in its 2remium offering, 5hich =u)>o'er) fa=e d*))o(a(=e *(

d*)>*(-u*),*(-% As a result, the follo5ing short&term cam2aign is 2ro2osed:


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Ca'pa*-( T*>&e 3 Be&&*))*'o" Made fro' >,e be)>" for >,e be)>

Ca'pa*-( ob*e):

Identif! and highlight the high ualit! ingredients used in Bellissimo 2roducts

"ra5 com2arisons of normal ice cream 5ith Bellissimo Premium Ice Cream

Connect customers 5ith achieing a 2remium e72erience *! consuming Bellissimo

"ra5 2rice com2arisons to regular ice cream to ustif! 2remium

Co''u(*=a>*o( >oo&): *ill*oards, 2rint media, and social media

F*-ure .1% Sa'p&e b*&&board de)*-(

Co)> *(o&ed *( =a'pa*-(: B" 1,600,000 a22ro7imatel! including *ill*oard launching in strategic

locations, social media 2resence and other associated e72enses

R*)?: regular consumers ma! not *e 5ell attuned to rece2tion of *rand message and 2remium effect

in 9nglish language *ased communication

**% Lo(->er' 3 A>>a=? 'ar?e> p&ayer)" e>e(d bra(d a(d bra(d e&e'e(>) a(d =ap>ure 'ar?e>

In the long term, the *rand needs to ado2t an attac# strateg! to target its com2etitors. his is 5here it

needs to 5or# on its ),or>=o'*(-) of b&a(d >a)>e a(d =ap*>a&*@e o( *>) =ore )>re(->, of pa=?a-*(-

a(d *)ua& appea&% As a result the follo5ing strategies are 2ro2osed:


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a% Bra(d e>e()*o( a(d produ=> e(,a(=e'e(> introduced 2remium ualit! flaors li#e

-aelnut, Coffee, e7otic nuts, caramel, *lac# forest etc. to 2roide mar#et ariet!. his 5ill

*e a long&term strategic *enefit, as regular 2urchase ice cream *rands li#e Igloo hae not

launched such 2roducts in its 2rolonged 2resence in the mar#et. ;urthermore, research and

deelo2ment to5ards taste enhancement 5ill automaticall! drie modifications of the

2roducts *! strengthening the taste.

b% Pa=?a-*(- up-rade >o e(,a(=e *)ua& appea& 3 Pac#aging modifications can *e made to

enhance the isual a22eal and the alread! e7isting euit! of the *rand in terms of a22earance.

;ollo5ing are some sam2le 2ac#aging designs:


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F*-ure .2% Sa'p&e pa=?a-*(- de)*-(

6% CONCLUSION

Bellissimo Premium Ice Cream launched in Bangladesh 5ith a ie5 to deelo2 a ne5 mar#et segment

for locall! manufactured 2remium ice cream in regular serings. Its 2ac#aging and 2roduct design

5ere 2lanned and im2lemented accordingl!. -o5eer, the *rand com2romised on its taste to attune

5ith com2eting *rands and also engaged in all sorts of 2romotional actiities, 5hich did not reflect on

the *rand "+A. As a result, the *rands euit! 5as a conseuence of olume drien sales onl! and

consumers deelo2ed a 5ea# association of a good loo#ing, high 2riced and *land tasting ice cream

*rand. After identification of these shortcomings, short&term and long&term strategies 5ere 2ro2osed

to trim do5n and consolidate the *rands mar#eting communications *! targeted adertising and

2romotion in the short term, and to 5or# to5ards e72ansion, 2roduct deelo2ment and mar#et

deelo2ment in the long&term. Ultimatel!, for all *rands, the core com2onent of success is not the

e7tent to 5hich it is communicated to the consumer. It is the alue that the *rand offers and ho5 the

alue relates to the consumers 2erce2tion. his deliera*ilit! of alues reuires constant

understanding of consumer 2erce2tion, *ehaior and trend 2roections 5hich, aligned 5ith the

strategies 2ro2osed, 5ill ho2efull! ensure the *rand deliera*les of Bellissimo Premium Ice Cream

are *rought to fruition.


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REFERENCES

-eaton, Hames. Ohe "ifference Bet5een Mar#eting and Branding.O ronig @rou2. +.2., n.d. e*.

14 Ma! '01. htt2:RR555.troniggrou2.comRthe&difference&*et5een&mar#eting&and&*randingR

' Chernaton!,


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1 Cardello, A. . 1??D, ;ood ualit!: relatiit!, conte7t and consumer e72ectations.O ;ood ualit!

and 2reference 6.3 ol. 6D. +atic#, U)A: 9lseier

Documents

Group 5 Section a Bellissimo Premium Ice Cream