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