BellissimoPremium Ice Cream

OUTLINE

Products

Price

Promotion

CompetitorsComparison

SWOTRecommendation

About Bellissimo

Place

About BellissimoSister Concern of

Kazi Farms

They Claim to be the first and only ice-cream

brand in Bangladesh to produce international

standard ice creams.

Made with natural flavors and 10% milk fat

for unmatched taste and creaminess

Products

1 Liter Container

Bellissimo Creations

Cones

Ice cream sandwich

Tub 500 ml

Sticks

Products

Available Flavors

Price

375 BDT. 295 BDT. 170 BDT. 195 BDT.

70 BDT. 40 BDT. 30 BDT.

Promotion

Demographic Age: Children and Above

Gender: Male & Female

Occupation: Mainly Student & youth, Businessmen, Service

holders, Working women.

Income: High income people eg. 30000+

Geographic Location: Urban, sub-urban

Area: Dhaka, Chittagong , Sylhet, Khulna and Rajshahi mainly.

Psychographic Preference: Aristocrat & middle class people.

Perception: Positive image & different flavor.

Attitude: Positive & unique.

Life Style: Trendy, youth, health conscious

Segmentation

Promotion

IMC Campaign

Advertising

ATL PROMOTION

TVCs Billboards

TVCs High class occupational community.

PromotionAdvertising

Promotion

Regarding Billboards, the flow was divided in three tiers.

1. “Hype” building stunt

The tagline "Tongue-A-Licious" was used initially and was moderately continued in their latter billboard

ventures.

Advertising

Promotion

2. Stunt of variety

Different lines of products was placed in different

areas of the cityNo two billboards were the same.

Advertising

Promotion

3. Selective targeting

The middle to higher class consumers were

given a more concentrated glare with the

promise of "goodness" and quality.

Changed their tagline to, "So good, it's Bellissimo!"

Advertising

PromotionInteractive Marketing and Publicity

ACTIVE FACEBOOK

PAGE

FESTIVAL BASED

PROMOTION

VIRAL PROMOTIONS

#IScream

Direct Marketing and Sales Promotion

Promotion

"Premium" shop in Banani 11 named Cafe Bellissimo.

Place

• Bellissimo is a sister concern of Kazi Farms Group.

• Sells in numerous places around the country.

• Over 10,000 employees are working for Kazi Firms Group.

Competitors

• Started in 1964

• A business concern of Abdul Monem Ltd.

• Won the best ice cream brand award in 2013, 2014 & 2015.

• Started in 1987

• ISO 22000:2005 Certified

Rejuvenation?

• Started in 2014

• A business concern of Golden Harvest

Comparison

Psychological

Comparison

Price

Company

Item

Bellissimo Igloo Polar

Choc-bar 70 22 25

1 Liter Box 295 170 210

Cone 70 40 45

Cup 40 18 20

Sandwich 30 14 N/A

Strengths

One of the very few Premium Ice Cream Brands

Use of the best ingredients

Wide variety of unique flavors

Maintain International Quality

Weaknesses

Expensive pricing

Not so attractive TVCs

Very less promotional activity in Print medias

Poor distribution channel

Opportunities

Healthy alternative ice cream and frozen yogurt products

Constant and consistent demand

Positive Feedback

Threats

Potential Competition

Increase of the cost of the ingredients

Health consciousness

SWOT

Analysis

4.5%

Through Facebook reviews

This information was collected.

Customer Response

Recommendation

• Lower the price.

• More promotional activity in Summer season (Ice-cream Festival).

• Discount for students.

• Increase availability.

• Favorable customer channel.

• Protective packaging.

• TVCs should be more livelier.

• Increase Social Responsibility.

• Campus Activation in Schools, Colleges and Universities.

• Low fat, Sugar free Ice Cream for health conscious people.

Thank You!

Questions?