Southeast University

Assignment
On
Igloo
 Company Background Information
The world market for ice cream has been catering to the varied taste of consumers. Hence Igloo
has maintained a strong position in the market of the Bangladeshi customers. This is partly
because nowadays ice cream has become very popular and an integral part of the culture.

Igloo, one of the prime products of Abdul Monem Limited, is the country’s most preferred ice
cream. It is the pioneer ice cream brand in Bangladesh, having started its operation in 1964 in
Chittagong.Later, with the expansion of the market, a new state-of-the –art factory, with the
most modern equipment, was established in Shampur Industrial area, in Dhaka, to cater to the
market demand. Presently AML uses straight-line technology for manufacturing premium ice
cream. Actually, the company is the first in South East Asia to introduce this technology. The
facility is producing nearly 20,000 liters of ice cream each day that is distributed throughout
the country.
AML- ice cream is committed to maintaining the highest quality standard, through its
continuous R&D activities. The major ingredients, raw materials and the packing materials
are procured from the best European sources. Strict quality control is done at every stage of
the manufacturing process, from procurement of material, mixing, material flow, ice cream
making, packaging, storing (at main warehouse), distributing and market shelving by the
Quality Control Department.
Igloo is the pioneer in providing ice cream with fresh taste and modern packaging. At present
Igloo’s long product line comprises of fifty items.  It has captured the minds of consumers in
the local market and is considered to be the market leader in the ice cream industry. Amid
 intense competition in the ice cream industry, Igloo holds a major share of the market by
differentiating its products in terms of price, taste, flavor and quality. 

Vision

I dreamt of a business venture that would have distinct appeal to society for its unique qualities
and eventually will become a role model for other business enterprises. This simple but
extraordinary quality is “ Be True To Society.” Igloo as being one of the most prospective SBU’s
of Abdul Monem Limited is guided by this similar vision. As a result this key philosophy has
earmarked Igloo as the most trusted and one of the leading companies in the country

Mission

Mission is the organization’s reason for existence. The mission describes the organization’s
shared values, beliefs and reason for being. Igloo without playing an exception, being committed
to achieving the highest quality products and positioning itself as the market leading brand by
gaining the consumer’s trust aligns effectively to its guided mission that echoes – “THE
WORLD OF GREAT TASTE.” This includes a dedication to review the existing operations, the
evaluations and the creation of the new products by not only manufacturing the highest quality
products but also delivering the product by maintaining this high quality. To satisfy the ever-
changing needs of the customers, Igloo is launching regularly new ice creams and introducing
new flavors. Thus in a few words it can be said –Igloo is based on the relationship with its
customer.

Current Goal and objective

1. To give an insight to the ice cream industry, the company and the product line.
2. To analysis the marketing strategies for Igloo and assess its target consumers and
competitors.
3. To provide an introduction of the strategic aspects of marketing with particular
reference to the analysis of marketing mix.
4. To analyze the techniques of segmentation, targeting and positioning of products.
5. To make an assessment of the interaction between Igloo and its immediate
environment and analyze the impact of various trends upon its survival and long-term
success.
6. To analyze the distribution channels and the role of intermediaries in the distribution
network.
7. To develop an appreciation of the need to evolve a promotional mix appropriate to the
product.
8. To explain and analyze the role of Marketing Research.
9. To conduct an investigation of the wide range of strategies pursued by Igloo with a
view to achieving its objectives.
10. To have a clear analysis of the various growth strategies for the market opportunity
identification.

SOWT Analysis

SWOT is the planning exercise used by Igloo, which provides a framework for identifying
internal strengths and weakness and the external opportunities and threats it faces.

STRENGTHS: 

Igloo’s strengths are its ability to develop specifiable and empirically applicable corporate,
business and functional level strategies and adapting effective measures, which enables them
to secure a strong brand reputation accompanied by a strong product line of fifty items and a
broad market coverage of 63%.  These measures include:
Human Resource Competencies: Igloo has an extremely qualified executivebody with most of
its managers holding foreign business degrees including Mr. A S M Mainuddin Monem who is
a Harvard Graduate. Apart from that it possess a highly dedicated workforce, which enables
the business to maintain operational excellence.

WEAKNESS:

The major weaknesses of Igloo comprises of Incurrence of high-level expenses in the

Research and Development(R&D) sector. High operating and maintenance expenses resulting
from the large size of the business. Excessive reliance on foreign suppliers.

OPPORTUNITIES:

igloo classifies its opportunities to their attractiveness and success probability. Mere
competence doesn’t constitute a competitive advantage. The best performing company will be
the one that can generate the greatest customer value and sustain it overtime and Igloo is a
blind follower of such an ideology. Hence, identifying its opportunities can be one of the key
success requirements for operating in the target market but also exceed those of its competitors.
Threat:

Igloo classifies its threats according to their seriousness and probability of occurrence. Hence, threats can be
viewed as challenges posed by unfavorable trends or developments that would lead, in the absence of
defensive marketing action, to deterioration in sales or profits.

Based On its SWOT analysis pin point current challenges and opportunities :
Challenge :
Weakness:
 This might result if there is an increased awareness among the health conscious
people, which may cause a decline in the purchase of ice cream.
 Lack of focus due to multiple brands
 Unhealthy competitor in the corporate culture
 Direct competition from Walls and Yummy

Threats:
 Instability on Bangladesh Political System.
 Threat of bigger competition in the next two years, new entrants of course poses a
forever- occurring threat.
Opportunities:
 Relatively good growth of market
 A very Important opportunity for improving igloos image could come from
social cause marketing
Strength
 Good brand Image
 Brand recall is high
 Quality one of the best in the market

What Should be done to overcome the challenger and utilizing the opportunities?

 Rise in new or substitute products.

 Increase in foreign competition.
 Increasing Product Quality
 Changes in Political factors.
 Changes in demographic factor
  Widening the product range.
 Seeking faster market growth.
 Exploiting new market segments.

Utilizing Opportunities:

1. Widening the product range.

2. Seeking faster market growth.
3. Exploiting new market segments.

Strength:
 Consumer easily accepts This Product.
 Consumer trusts this product.

Conclusion:
From an extensive marketing analysis of the ideas and marketing concepts at work in the
operation of Igloo, it is possible to obtain an insight to the essential marketing practices
adopted by the company. Adherence to proper marketing strategies in terms of company
objectives, paying heed to target consumers and potential and existing competitors, close
relationship and liaison with distributors and suppliers ensure substantial market capitalization
as indicated by Igloo’s market share of 63% in the ice cream industry.Evidently by virtue of its
unique product attributes, high quality, exquisite and mouth- watering varieties of ice creams,
attractive and distinct packaging, Igloo has been able to ensure marketing excellence and
enhance its competitiveness. Today’s fiercely competitive environment compels Igloo to
pursue the right set of pricing strategies, policies for effective segmentation and targeting,
market oriented structures of distribution and retailing, which lies at the heart of the companies
success. Moreover, with a view to achieving wide distribution network, it operates a system of
RDS, DDS, SDS, maintains depots and warehouses to achieve a relentless effort to maintain its
sales and distribution flow enables the company to achieve its desired goals.In its quest to
create satisfying customer relationship and optimizing the performance of the entire system,
Igloo has resorted to a system of timely distribution. With the combination of effective
promotional campaign and advertisement in various media, it is able to retain valuable
customers and inform them about multiple brands they are offering at present. They had long
experience in accomplishing this in the past and they are sure that they will be able to meet the
challenge in the future too.This report basically focuses on the marketing aspects of Igloo and
tries to give an analysis of Igloo in terms of the industry, the market and the marketing mix of
the products itself. The report gives an overall view of Igloo ice cream and focuses in details on
the different varieties catering to the distinctive taste buds of the respective consumers.
Moreover, since Igloo’s coverage comprises of the entire country, the report will mainly
concentrate on Dhaka city as the area of study.

Reference:
www.amlbd.com
www.wikipida.com
www.facebook.com/AML.IGLOO