PRINCIPLES OF MARKETING

FINAL REPORT FOR PRINCIPLES OF

MARKETING
Submitted To: Miss. Samra Shahzad

GROUP MEMBERS
SHOAIB RIZVI 10240
KANTESH KUMAR
SAMI BAIG

PRINCIPLES OF MARKETING

Letter of Acknowledgement
May 13th, 2010

First and foremost, we would like to thanks ALMIGHTY ALLAH on the completion of
this report.
We would like to thank our teacher, Mr. Umair Zia for his help and support which
has provided us the inspiration to proceed with the venture we had envisioned and
has assisted us in every facet of our endeavors, without his help and guidance, we
would not have been able to complete this report. His teaching is guiding light to us.
Last but not least, we would like to thank our friends and parents who inspired us
with many ideas all throughout this report.

THANK YOU

GROUP MEMBERS
SHOAIB RIZVI
SAMI BAIG
KANTESH KUMAR

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Executive Summary
Movenpick Ice Cream is a brand of ice cream of Swiss origin produced by
the Nestle Corporation. In April 2003, Nestl bought the international rights for
Movenpick ice cream, and an independent business unit called Swiss Premium Ice
Cream was created. Originally, in the 1960s, Movenpick ice cream was produced for
restaurant sales only. The plant in Bursinos was built in 1972, however production
has now been shifted to a larger state of the art unit in Rorschach. Movenpicks ice
cream has a "no artificial additives" policy.
Gastronomy was always our guiding passion as you have seen form the early days
of Movenpick ice cream. You can see the passion in the quality of the ingredients we
use , always searching the world for best. For example, Bourbon vanilla pods from
Madagascar. Movenpick alone has the author of every recipe and their influence has
impact the stage of production; the selection of ingredients, combination of swiss
cream and innovative techniques too. Our products use only the finest ingredients,
always selected with greatest care and always processed in a natural manner with
no artificial colors or flavorings.

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CURRENT MARKTING SITUATION

Movenpick Ice cream is amongst the most sophisticated and expensive Icecream in Pakistan. The Ice cream market in Pakistan is quite stable therefore,
currently, movenpick has a tough competition with competing brands such as gelato
affair, walls, igloo etc.
Movenpick is currently not amongst the top ice cream brand in Pakistan but
its market is constantly growing. The leading Ice cream brand in Pakistan is walls
and movenpick is not far behind. Competition is therefore quite intense but
Movenpick is competing in a way that is carefully targeting the specific segments,
aware the people about its feature that deliver the desired benefits valued by each
customer group.

MARKET DESCRIPTION
The target market for movenpick includes teenagers, young adults and children. It is
mostly bought by teenagers, second to them are young adults followed closely by
children. The target has young and energetic people. Movenpick mostly targets the
upper middle class people due to its rich status. The target marketing strategy
adopted by movenpick is concentrated (niche) marketing because it attracts only
the upper middle class people and in small quantity.

SEGMENTATION
GEOGRAPHIC
World region or country

Pakistan

Cities

Karachi, Lahore, Islamabad,

Rawalpindi etc (major cities)

Density

Urban, suburban

Climate

Preferably Hot and Dry

DEMOGRAPHIC
Age

Children
Teenagers

(7-12)
(13-19)

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Young Adults (20-30)

Gender

Boys & Girls

Religion

All

Race

All

PSYCHOGRAPHIC
Social class

upper middle class, Rich

Lifestyle

Social and playful

Personality

Modern, young, creative, rich etc

BEHAVIORAL
Occasions

Regular occasions And Special Occasions

Benefits

Quality, Convenience and Taste

Readiness stage

Aware, informed and Desirous

Attitude towards product

Positive and Enthusiastic

Loyalty Status

Strong and Absolute

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BCG MATRIX

MAPLE
HAZELN
UT
CARAMEL
ITA

Meringu
e

SWISS
CHOCOL
VANILL
A

DOUB
LE
CREA

Dream
swiss

product life cycle:

RASPBERRY

pistachi
o
Cream
brulee

The market of World is in the growth stage as its economy is growing steadily.
People are better off than before. Ice cream is a non-staple food which is considered
a luxury and thus with a growing economy the demand for ice cream is also
growing. The sales are increasing steadily.

Movenpick ice cream in growth stage:

Movenpick is in its growth stage because of increased competition from other
ice cream brands. Increased competition is forcing movenpick to constantly add
variety to their flavor. They are also constantly increasing the quality of their
product in order to attract new consumers from competitors.

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Competitive overview

Wall's is a United Kingdom-originated food brand, covering both meat products

and ice cream, owned by Unilever. Founded in London in 1786 by butcher Terence
Banyard, it was acquired by Unilever in 1922. Wall's itself is now core to Unilever's
Heartbrand global ice cream business, used currently in upto 15 countries.

Gelato is typically flavored with fresh fruit purees, cocoa and/or nut pastes. If other
ingredients such as chocolate flakes, nuts, small confections, cookies, or biscuits are
added, they are added after the gelato is frozen. Gelato made with fresh fruit,
sugar, and water and without dairy ingredients is sorbet.

The Hot Spot is an out fashioned outlet surrounded with Pakistani tins and posters
giving it a filmi background with Punjabi film character, titles and lines along with
jokes and horror images hanging on the wall, the main purpose and for what Hot
Spot is famous for is its ice cream

Igloo Ice Cream, is the pioneer ice cream manufacturer in Pakistan &
operating since 1974. As a nation wide premium ice cream manufacturer, our
emphasis has always been on providing consumers with quality ice cream with a
vast variety that guarantees consumer satisfaction. The Company operates from

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Karachi, however its distribution network covers a vast area of Sindh and
Balochistan.

SWOT ANALYSIS
Strengths

It is a very strong brand

so, consumers follow
brand loyalty.

Dedicated and friendly staf

Geographical Location (at

diferent locations)

Young and Passionate

Management

Variety of flavours
compared to other brands

Weaknesses

Expensive compared to
other brands

Limited Resources

Limited Segment

Opportunities

Expanding into new

geographic markets-more
countries
Expanding the product line

Threats

Political Conditions of the

country

Competitors like gelato

afair, dairy queen etc

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MARKETING STRATEGY
PRODUCT STRATEGY
Movenpick is a tangible and specialty product with unique characteristics and a
super premium brand that was founded in Switzerland and has expanded to
pleasure ice-cream lovers around the world. Movenpick choose only the best parts
of nature for their natural ingredients, selected from the worlds best available, the
ingredients are then processed in the traditional way into Movenpick ice cream.
Movenpick icecream must be kept at a maximum temperature of 18C (or less). In
order to scoop an ice cream ball.

PRICING STRATEGY
The pricing approach used by Movenpick ice cream is cost-based and the
price-quality strategy is premium strategy, as it is available at a higher price
than other ice creams like, Wallls and Igloo because of its higher quality.
They have range from RS175 to RS230 per scoop.
Prices are set by taking into consideration
o What Customer believes for high price & high quality?
o There price are high. because they believes in zero defects.
o Prices are set by taking into consideration of the scoops .

Promotion:
It is a highly promoted product which is promoted through advertising, sales
promotion and public relations. It is advertised through electronic media and print
media and it is also advertised through billboards. For sales promotion, Movenpick
ice cream has its own website by the name of Movenpick-icecream.com where they
have Promote their ice cream. Movenpick also has its own public relations

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department where any queries, comments or complaints from the public are
registered.

Positioning:
It is a widely distributed ice cream, which is available in many counties of
world but in Pakistan it is available in some cities like , Karachi , Lahore and
Islamabad . it is distributed through a complex distribution channel and is
sold through outlet and Stalls at shopping malls and super stores like , Park
tower, Naheed and Aghaz etc.

DISTRIBUTION STRATEGY
COMPANY
COMPANY

DISTRIBUTOR
RETAILER

CONSUMER
Movenpick ice-cream is sold from company through five sales channels. The sales
channel include gastronomy, retailing, scooping stations, boutiques and impulse
sales. From these sales channels, ice-cream reaches the final retailers and is finally
consumed by the consumers through retail outlets.

MARKETING COMMUNICATION STRATEGY

Movenpick communicates its message to the consumers through the following
medium of promotion to create the right positioning of its product in the minds of
consumers.
ADVERTISING:
Advertising for Movenpick has been the biggest factor so far which attracts the
consumer towards the taste. Movenpick also advertise through huge celebrities as
we can see in the picture Michelle Vawer which really impacts the image of the
company and reflect its standard.

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Advertising is the main source of communication strategy by movenpick. Apart from

advertising, there is a small scale of communication through Internet technology
and even through magazines.

MARKETING RESEARCH
Movenpick constantly does descriptive research of its product that benefits its
target market and effective segmentation. Feedbacks are gained from consumers
that visit the outlet through surveys and questionnaires. They also analyze
consumers attitude towards competing brands. Feedbacks from consumers help
Movenpick further enhance and develop their product compared to competing
brands.

ACTION PROGRAMS
The following is the Action program of what Movenpick has achieved and will be
doing recently during the past year and the future year. Movenpick has participated
in sponsoring major sporting tournaments including ATP tennis.

Movenpick partnering Golf tournaments

Movenpick, swiss premium ice cream brand , has a taste for sweet delicacies but for
sports too-golf. Players could savor delicious Movenpick ice cream right on green.

ATP Tennis Tournament Barcelona

Movenpick ice cream gallery has opened its doors to 110,000 visitors of prestigious
ATP500 tennis tournament, where Rafa Nadal has reached the victory for the 5 th
consecutive year.

XI International Padel Tournament of Catalunya

Movepick sponsors the XI International Padel Tournament of Catalunya that will take
place from 2011-14 june in Barcelona.

International Show Jumping Competition 09

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For the fourth consecutive year Movenpick will sponsor the 98 th International Show
Jumping competition which will take place in Barcelona from 17 th to 20th September.

Davidof Swiss Indoors

From 31.11.2011 to 8.12.2011 the Davidoff Swiss Indoors will be presenting once
again world class tennis as part of the ATP WORLD TOUR 500. Again this year
Movenpick supports this tennis tournament as a partner and stands by it.

CONTROLS
Movenpick plans tight control measures to closely monitor the quality of their
product and the customer satisfaction. This enables them to react quickly in
correcting any problem that occurs. This is also the reason for their success
amongst so many competitors. They do research and feedback programs on regular
basis to find out the problems that are arising. Monthly sales and monthly expenses
are also monitored closely in order to keep an eye on the annual revenue. As the ice
cream market is very stable, Movenpick develops their product from time to time in
order to stay ahead of their competitors and to keep the right positioning of the
product.

APPENDIX
BIBLIOGRAPHY:
www.moevenpick-icecream.com/
http://www.restaurantdiningcritiques.com/international/movenpick-ice-cream-a-globalbrand/
www.paktive.com/Movenpick_387SC01.html
Movenpick number:
02135370880
02135730900

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WORK DIVISION
SAMI
Executive Summary
Current Marketing Situation Competitors Review
Action Programs

SHOAIB
Current Marketing Situation Market Description
Current Marketing Situation Segmentation

PRINCIPLES OF MARKETING

Current Marketing Situation Product life Cycle

SWOT Analysis
Marketing Strategy Marketing Research
Controls

KANTESH
Current Marketing Situation BCG Matrix
Marketing Strategy Product Strategy
Marketing Strategy Pricing Strategy
Marketing Strategy Positioning
Marketing Strategy Promotion
Marketing Strategy Distribution Strategy
Marketing Strategy Marketing Communication Strategy