Establishment of Premium Brand Ice-Cream

(Facts behind the scene)

Prepared By

Sanjib Samadder
Intern at KFIL
Background

Premium Brand, this word is a buzz to our Bangladesh Market now a days. But
surprisingly, the time people created goods or, as far back in the time as when people
owned cattle there have been trademarks and symbols and those paved the way of
branding in modern days. Branding helps to identify the product where
premiumness conception of the brand carries tangible or imaginary surplus value in
the specified product.
As a student of marketing I have always wanted to work with brand perception. It
interest me to find out the strange relationship between Brand and Human.
Innovative unique marketing ideas are always great but it will not be effective unless
and until those ideas satisfy the consumers’ mind. And to satisfy our consumers’
mind we need to understand the relationship of brand and human.
In this paper, my objective is to find out the facts that aids to establish a successful
premium ice cream brand in Bangladesh. By using both quantitative and qualitative
analysis I have tried to find out how our current market is perceiving premium
brand and what needs to be done to establish a premium brand particularly in
Bangladesh.
Objective

 To understand factors behind establishing premium brand ice

cream.
 Perception of premium brand (to retailers and consumers)
 How price is related to premium brand
 How shape of the ice cream is effecting premium brand ice-
cream
 How purchasing point are effecting premium brand
 What type of ice cream looks premium to consumers’
 How much consumers’ crave for a local premium ice cream brand
 How retailers like to sell premium brand
 How retailers like to be treated by a premium brand company
Research Approach

To assess the premium brand perception

 Considering the objectives of the study, both quantitative

and qualitative research methods had been conducted in
this study
 In qualitative method, two FGDs were conducted to understand the subjective
behavior
o Focus group discussed mostly had 8 respondents, and lasted for 1.5-2 hours.
o Some structured questions were asked to the respondents’ then the
interactive nature of the FDG allowed the respondents’ to snowball each
other’s idea.
o Our target group of focus group discussion-
 Brand usage: Bellissimo, Za N Zee, Polar, Igloo, Baskin and
Robbins ( any kinds of ice cream )
 Center: Dhaka
 Lifestyle: Hangout, Friendly, Style adopter.
 Media Habit: TV viewer and internet user.
 Age: 16-30 years
 Male and Female
 Economic Class: Sec A/B, A(plus)

 In quantitative research two sets of questioners have been developed, one is for
retailers’ and another one is for consumers’
o Retailers’ survey was conducted by face to face interview ( only those
retailers who have branded freeze and sell premium goods)
o Most of the consumers; survey was conducted by online questioner
Retailer Survey Analysis:

Methodology: Questions were verbally to retailers and their answer

were noted in a paper.
Location: Dhanmondoi, Saymoli, Uttara, Bshundhara,Taltola, Banani,
Swarapara.
Respondent: 40 Retailers (Who have only ice cream freezers)
Criteria assessment

 Do retailers have any idea about premium brand

 How behavior of the companies’ agent influence retailers’
 How retailers’ perceive timely delivery
 How retailers’ perceive service of any premium brand
 How retailers’ perceive the product quality of premium brand
 How much retailers’ like to sell premium brand
 How much incentive program encourages’ retailers’
 How compliant management system influence retailers’
Retailers’ Perception about premium brand: When asked the retailers about their perception
about premium brand, out of 40 respondents 27 of them answered they have no idea about
premium brand some of them tried to answer it very vaguely, 10 respondents answered, brand
that gives more sales, and last 2 answered brand that gives more profit per sale. 67.5 %
retailers’ in my study shows that they are completely blank about brands’ premium perception.
10% of the retailers’ think premium brands are those which gives more sales which goes
completely opposite with the exclusivity of the premium brand.

Perception of premium brand

30

25 27

20

15

10
10
5
2 1 0 0
0
a. Brand that b. Brand that c. Brand that d. Brand that e. Others f. No Idea
gives more profit gives more gives more sales care for your
per sale promotional business
activates
How behavior of the companies’ agent influence retailers’: When retailers are asked, how they
want to be treated by premium brand companies agent, 28 respondents want to be treated well
by the company agent, 8 respondents want to be treated moderately, only 4 retailers think
behavior of the companies’ agent do not bother them as long as the product is popular. According
to my study 70% retailers want to be treated well by the companies’ agent it means behavior of
the companies’ agent influence agent greatly.

Behavior
30

28
25

20

15

10

8
5
4
0
a. Yes b. May be c. No
Timely Delivery: 27 respondents want the goods to be delivered timely. 11 respondents consider
traffic jam as a major problem in Dhaka city and timely delivery moderately matters to them. 2
of the respondents do not bother at all with the timely delivery issue. 67.5% retailers emphasizes
greatly in timely delivery where only 27.5 % retailers’ moderately emphasizes on timely delivery.

Timely delivery
30

25

20

15

10

0
a. Yes b. May be c. No

Service percpetion of premium brand: 92.5% retailers have no idea about the how should be the service
quality of a premium brand. As majority of respondents has no idea about the premium brand similerly
they do not possess any idea about service of premium brand.

Service of premium brand

40
35
30
25
20
15
10
5
0
a)Matter to you b)No Idea c)Doesn’t Matter to you
Quality Perception: amongst 40 retailers , 28 answered that they do not possesses any idea about
the quality of a premium brand where 7 retailers answered quality of premium brand should be
good, lastly; 8 retailers answered they are satisfied with average quality of any kinds of premium
product since they think high quality in Bangladeshi market is a myth. So, 70% retailers have no
idea about the quality of premium brand.

product quality of a premium brand

30

25

20

15

10

0
a. It should be b. Should be c. I don’t care as d. No Idea
good average long as it makes sales
Willingness to sell premium brand: 29 retailers want to sell premium brand only when they are
the product is asked by the consumer only, 7 retailers completely deny to sell premium brand as
they are unknown to them or they fear it will be a flop product because of the price sensitivity in
the market. Only 2 retailers want to sell premium brand with their effort. 72.5% retailers want
to sale the product in pull strategy.

I like to sell premium brand

35

30

25

20

15

10

0
a. With my b. Customer c. Both a & c d. Don’t like to e. I am not sure
effort have to ask for it sell about this
Power of incentive program: When respondents were approached with the question that how
much they like incentive program, 17 of them said they like incentive program very much and 14
of them answered that they moderately like incentives programs last 9 retailers answered they do
not care about the incentive program at all. 77.5% retailers like incentives program moderately to
very much.

Incentive program
18
16
14
12
10
8
6
4
2
0
a. Very much b. I am ok with it c. I don’t mind
Compliment management system: 29 retailers out of 40 want their complaint to be handled in
a very well managed and timely manner where other 11 retailers want their complaint to be
handled moderately. 72.5% retailers are very sensitive with their compliant management
system.

Compliant management
35

30

25

20

15

10

0
a. Well managed and timely b. Average well managed c. I don’t mind
and timely

Findings of retailer survey:

 Retailers have no idea about premium brand

 Retailers do not want to sell the premium brand in push
strategy.
 Retailers like incentive program very much (77.5%)
 Retailers’ like timely delivery very much
 Retailer like to be treated well my companies agent
Consumer Survey:

Respondent: 40 consumer

Methodology: survey questions were mainly filled up over internet

and in university premises.

Criteria Assessment:

 Underlying reason behind consuming premium brand

 Price perception of premium ice cream brand
 Competitiveness of premium brand
 Shape and type perception for premium brand
 Favorite purchasing place for premium brand ice cream brand.
 Favorite colure for premium brand ice cream
Consumers’ perception analysis

Why consume premium brand: from 40 respondents 20 answered that they like have premium
brand to portray himself/herself as a health conscious person. Where 15 respondents want portray
himself/herself as choosy person. Only 3 respondents amongst 40 want to consume premium brand
to enhance their societal value. So, 50 % respondent want to consume premium brand because of
they like to portray themselves as a health conscious person. 37.5% respondent want to choose
premium brand because of they are a bit choosy person.

Why consume premium brand ?

e. Best value agenest money 1

d. Want test 1

c. portraying yourself choosey person 15

b. portraying yourself as a health conscious

20
person

a. Enhanced societal value 3

0 5 10 15 20 25
Price Perception: Out of 40 respondents 26 of them think premium brand should be priced
averagely where 11 respondents thinks premium brand should always be priced higher than
average product and 3 said price should be lower than average product. So 65 % consumer want
to consume premium brand with regular average price in our market.

Price Perception

c. Higher than market price 11

b. Average 26

a. Lower than market price 3

0 5 10 15 20 25 30
Ice-Cream Type Perception: Amongst 40 respondents 25 want different shaped ice cream when
it comes to premium brand and 13 respondent are confused about the shape of the ice cream. So
62.5 % respondent want different shaped ice cream to consume premium brand.

Do you want different shape ice cream

?

c. No 2

b. Maybe 13

a. Yes 25

0 5 10 15 20 25 30
Brand Competitiveness: 16 respondent thinks we have strengths to establish premium ice cream
brand, 14 respondent have no idea about this, 10 thinks we cannot establish competitive premium
ice cream brand in our country. 40% consumer think our local ice cream brand can definitely
compete with foreign brand.

Can local brand compete with foreign

brand ?

c. No 10

b. No idea 14

a. Yes 16

0 2 4 6 8 10 12 14 16 18
Preferred shop to buy Premium Ice cream brand: 21 respondents want to buy their premium
ice cream from café restaurant, where 9 respondents want to purchase their premium ice cream
from retail store and 7 respondent want to buy from super store. 52.5 % respondent want to
purchase their premium ice cream form café restaurant.

Where do you want to see your premium

ice-cream to be sold ?

d. Branded shop 3

c. Café Resturant 21

b. Super store 7

a. Retail stores 9

0 5 10 15 20 25
Demand of local ice cream brand: Out of 40 respondent, 27 want to have a local premium ice-
cream brand and 10 respondent are confused about this issue. So, more than 50% respondent want
greatly crave for local premium ice cream brand.

How much do you want to have a

premium ice cream brand in our
country?

c. No 3

b. May be 10

a. Of course 27

0 5 10 15 20 25 30
Premium perception in type of ice cream: 20 consumers answered they think cone type ice
cream looks premium to them where 10 other consumers answered that they think bar type ice
cream looks premium to them. 6 respondent want to see ice cream cakes as premium ice cream.
So, 50% respondent want to think cone type ice creams are premium ice cream.

Now a days what type of ice-cream

looks premium to you?

e. Big litter box 3

d. Bar 10

c. Ice cream cake 6

b. Sorbet 1

a. Cone 20

0 5 10 15 20 25

Favorite color for premium brand ice cream: Consumers’ want to see red and blue as posh
colure for their premium brand. More than 50% want reddish color for their premium brand.

Favorite color

chocolate 1

Pink 1

Red 23

Blue 16

green 1

0 5 10 15 20 25
Findings in Consumer survey

 People want to portray their health conscious personality when

consuming premium brand
 People want their premium brand to be priced averagely ( not to
high like foreign brand)
 Consumer in our country think we can definitely compete with
foreign brand
 Consumer want innovative ice cream shape when comes to premium ice cream
 Cone looks premium type of ice cream to consumers’ now a days
 Premium brand ice cream should be sold in ,mostly in café restaurant and in retail store
 More than 50% respondent in my study crave for a local premium brand ice cream.
 Red and blue is posh color for premium brand ice cream.

Implications:

 Bring innovative variation in ice-cream shape ( like biscotto)

 Establish more café restaurant for premium brand ice cream
 Use red and blue colure in branding.
FGD Session

Respondent: 8

Location: Taltola

Findings:

 Chocolate flavor looks posh to them for premium ice cream brand
 Premium brand ice cream should be very creamy
 Premium brand ice-cream should have a great variations of flavor and type (like Cone,
Biscotto, bar)
 Café premium brand ice cream should be contained in nice bowl ( glass bowl mostly)
Overall Implication

 Establish ice-cream café and carefully brand the café, it will create premium perceptions
to consumer mind.
 Ice cream café should give premium environmental experience
 After successful launch of café, same quality packaged ice cream should be available in
the retail store
 Use more red and blue colure in packaging
 Make the price a bit higher from the average price ( but not too much like foreign brand)
 Bring more variations and different shape in ice cream
 Our sales force should educate our retailers about premium brand
 We should focus on incentive program to attract retailers attentions
 Ice cream delivery time and conditions should be maintained very precisely