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Report
___________________________________________________ ____________
Submitted to:
Hasan Azam
Acknowledgement
The success and final outcome of this project required a lot of guidance and
assistance from many people and we are extremely fortunate to have got this all
along the completion of our project. Whatever we have done is only due to such
We respect and thank Mr. Hasan Azam for giving us an opportunity to do the
project of Relaunching a product Hico Ice Cream and providing us all support and
guidance which made us complete the project on time. We are extremely grateful
We are introducing our product in the market under the brand name of Hico Ice Cream. Special
factor of our product is that it is affordable. Strength of our product is that it will easily available
in masses & weakness of our product is brand equity, we spread our product in different cities of
Pakistan. Our threat is Walls and Omore. We intend to follow the (Prestige pricing) strategy
because our product is innovative and distribution is on selective outlets. We are going to
penetrate our product through the leading stores of Karachi (Naheed & Imtiaz) we have
segmented our product on the basis of geographic, demographic, psychographic & Behavioural.
Our product is focusing on “More for Less” strategy. Price of 1 litre would be _____150__
Organization Background
Hico was the first ice cream company in Pakistan. Established in 1958, we now offer many more
flavors in many more locations across the country. Ever since, we’ve been devoted to making the
We manufacture 100% pure dairy ice cream. Our ice cream is made from dairy ingredients such
as fresh cream and milk, is free of vegetable oil, and contains no saturated fats. Our philosophy
is to procure the freshest and purest ingredients and make quality ice cream.
Brand Name:
Hico Ice Cream
Product:
Premium Dairy Ice Cream
Company’s Logo
Ingredients:
Dairy product
Milk and Cream
Product:
Hico Ice Cream produces a variety of flavors including standard flavors such as chocolate, vanilla,
and strawberry. It also produces specialty flavors such as Praline and Kulfa.
Hico is one of the only manufacturers in Pakistan that produces 100% dairy ice cream, which
Flavours’:
Chocolate
Strawberry
Vanilla
Orange
Banana
Cadbury
Totty Fruity
Fruits n nuts
Chocolate Fudge
Mission:
To deliver excellent quality & unique taste to our customers at a very effective price.
Vision:
To become the leading frozen desert producer & to become a symbolic taste to our customers.
Points of Differentiation
We try to engage our customer strongly associated with our product, and it will be much
Quality pricing
Feasible for working women who get not much time for cooking.
Points of Parity
There will be less resemblance of our product to any other product because there is less
availability of such Desertwhich are great in taste and have reasonable prize.
Distribution outlets will be Naheed and Imtiaz super markets as other competitors are
doing so.
we want to develop a large market share in a short span of time. As we know that there are
several frozen Desertbrands are there but special thing about our Hico Ice Cream is affordability
by large market share production this can be easily available for the public very soon.
We will hope that our sales will be soared when we’ll launch our ‘Hico Ice Cream’ because
comparatively, As “Walls and Omore ”(other frozen Desert brands) are giving frozen Desert@
price 445 PKR for large & 380 PKR for small, so we are giving our ice cream at much lower prices
than our competitors with home delivery to selected areas of Karachi. Keeping affordability factor
in mind we have set up prices very low so that people from every class can afford it.
Market Targeting
We are basically targeting the working ladies who don’t have time to make dishes.
Our competitors are giving frozen products like nuggets, kabab etc. But due to less
Our target is mass promotion of our product to make people try our delicious Hico Ice
Cream .
We are focusing on middle class people so we target the middle class areas & as we are not
opening our franchise in any part of the city. We will only distribute our product (Frozen Pizza) in
the leading super stores & stores within peoples reach. We are dividing customers on the basis
of their cultural and social environment. Culture and social plays a vital role in our market
segmentation process in which the people who love loves traditional deserts, are convinced to
add frozen ready made desert as their must meal. Desert than we divide every people according
Geographic Segmentation
Density: Urban.
City: Karachi.
Climate: Northern.
Demographic Segmentation
Age: 5+.
Psychographic segmentation
We observed that many working women do not have time to make and bake Desertbecause of
her busy schedule. So, after realizing this factor we are launching a frozen item i.e. frozen
Desertname “Hico Ice Cream” in the market for those who don’t have time to make items like
Desertwhich takes a quite long time. Special factor of our product is that we are giving high
quality, hygienic frozen Desertat affordable price. So that everyone can easily buy the product.
Product Specification:
Affordable.
Variety of flavours.
Superb quality.
Competitive Review
Through survey we founded that so many brands are giving frozen pizza, our many
competitors already exist in the market who will give the competition to our product
Our competitors are (Walls and Omore) they are providing same frozen Desertproduct
But we are giving frozen Desertat affordable and reasonable price that factor will be
Our competitors have a very solid weak point that they don’t promote their product
even after long period still masses are unaware of existing frozen Desertbrands. This will
We are distributing our product in different leading stores of Karachi like (Imtiaz,
Naheed & Metro) we are giving a frozen Desertwith free home delivery through our
outlet also.
And we are going to distribute our product through online services as well. We’ll hire
As looking at the environment masses can’t afford the luxuries item Desertis one of
them & many people want to have it but they don’t have enough buying power to have
it. So we are giving them “Hico Ice Cream” which is very affordable for public but still
At affordable price which is Rs.335 for large Desert(excluding delivery in case if u order.)
Competitors i.e. Royqual & Syma’s brand that are giving it at the price of Rs.145 for large
& Rs.95 for small pizza.
Competitive Environment
There are several local brands who are giving frozen Desertin super markets.
Walls and Omore are the competitors of our brand “Hico Ice Cream”.
We can have a competitive edge over our competitors because of the price element.
Marketing Mix
(4p’s)
Product:
It’s an innovation in frozen meals as many companies are giving frozen food like nuggets, kababs,
etc. But no one as such is giving Frozen Desertwidely. So our product is Frozen Desert(Which will
be available in large variety of flavours & you may customized it as well according to your taste
bud. We will promote our product through pamphlet, internet, and television commercials & by
will make the customers to try some new flavours time and again.
Quality: The quality of the product is standardized we will care for the quality and taste to be
the very first preferences for us. Because it will make the customers buds to be loyal with the
product as well..
Brand Name: Hico Ice Cream itself representing Italian name although our product is a new
entrant to the market so it is not a known product. But soon it will capture a great market volume
Price:
This is the most important factor that we are going to implement on our product. Our product
will go to basically focus on pricing. We are targeting middle class & upper middle class for our
“Hico Ice Cream”. Because the major problem that masses are still unable to buy Desertat a low
price with an excellent option for readymade pizza. We are giving them this opportunity by giving
regular size Desertat price of Rs.135 PKR which is very affordable for middle class customers.
Some private stores are giving frozen pizzas at a high price. So after considering this fact we are
presenting frozen Desertin an affordable price. Basically this pricing is planned in sense of “More
Benefit & Less Profit” that we should earn our customer product satisfaction. We intend to follow
the Prestige pricing strategy because our product is innovative and distribution is on selective
outlets.
Pricing strategy (Value Based Pricing)
The Price can be set to maximize profitability for each unit sold or from the market overall.
Finding the right pricing strategy is an important element in running a successful business. We
are tempting consumers with value based pricing first we use Survey methods that are
sometimes used to determine the value of customer attributes to a product or a service. This
may include evaluation of customer operations and interviews with customer personnel.
Through different methods we come to know about customer insights during the pricing process.
The results of such surveys often depict a customer's 'willingness to pay. And for capturing the
value that customers place on a product so we think like a customer than we evaluate other
frozen Desertalternatives than we decided to provide the best deal which include price and
attributes.
Place:
We are producing Desert in a bulk quantity like (100 units per day). So that we should earn
profit quickly. As we are new entrant in the market than it should be difficult to sell as our
competitor are placing on eye on our company and product. That’s why we have chosen Site
Area for production that no one can think that what this company about.
We are placing our product at:
Metro. And
Promotion:
Internet Marketing.
Offline Advertising.
Mouth Advertisement.
Posters.
the media. Social media allows you to connect with people and encourage engagement
Like Social Media Examiner, you may have a blog or podcast—or perhaps a video series.
This means you are a media outlet and can leverage that following every time you
launch.
Even if you don’t produce content, chances are pretty good you’ve developed
relationships across social channels. All of these outposts provide a great opportunity to
Let me show you how. Below are nine ways we employed social media to help launch a
employ social media to hint that something exciting is coming. campaign was code-
named “Dessert of Happiness” and I referred to it every now and again on Facebook. As
it’s important to provide something of value to them. With nothing more than a smartphone, you can
create personalized “behind the scenes” videos that get people excited about your launch.
I ran this segment for five weeks. Each segment lasted from 5 to 10 minutes and focused on a different
part of the launch process with simple riddles and puzzles
I know our audience is largely comprised of marketers, not all of whom are parents, but I still wanted
this content to be very useful to all of them. By doing this, I am accomplishing two objectives. First I am
delivering value to everyone with the educational content. Second, some of the audience is naturally
going to want to discover more about our My Kids’ Adventures project.
There are many ways to do this effectively. One of the best ways is to leverage some of the existing
assets you have already created
also leveraged our newsletter to let folks know about the upcoming launch.
In both the Facebook update and the newsletter blurb, I made sure to link to a special page with the
video and the option to get on the Founders List.
The easiest way to do this is to ask them to coment, tag and share and get a chance to win IphoneX
Packaging as a Fifth P’
Packaging
As packaging is the buyer’s first encounter with a product. So we intended to provide a good
packaging along with the quality and taste of the products. It will achieve a number of
objectives. We are using a cardboard box in a different shapes we will go to customize our
packaging for children and students and for youth. We are basically going to target children
more in our initial stage as they are really attracted towards the colourful things.
Swot Analysis
Strengths:
Provide high quality product at affordable price.
Friendly environment to create strong relationship with the customers.
We promote our product in masses.
Lower price as compare to competitors.
Effective home delivery option.
Weakness:
The struggle to build brand equity.
Brand loyalty.
Weakening bottom lines due to slow growth.
Outlets lack space.
Opportunities:
Expand our product in other cities of Pakistan like (Hyderabad.
Lahore, Islamabad).
Introduction of new flavours additives and Desert topping
that are region specific.
Online services will help to increase the demand.
Threats:
Threats of substitute Brands.
Slow market growth.
Brand name such as “Walls and Omore’s”.
New Entrants.
Changing consumer habits toward healthier food choices.
Positioning
It is the new product in the market so initially customers have no image of Hico Ice Cream in
their minds but as we are going to do mass promotion of Hico Ice Cream. We are very sure that
soon we can able to build an image of our product via the affordability factor.
Conclusion
In this competitive era, we have to give something new & innovative to our customers. Using
the expertise of our chefs we will give new range of frozen Desserts at very affordable price.
We have developed our product which is already been in the market but don’t have the mass
promotion. We have planned that if our business will become successful we’ll launch new
frozen product as well. Hico Ice Cream development idea is basically based on customers’ needs
& Due to their shortage of time they won’t be able to have Frozen Deserts