principles of marketing

4. Ice Cream
 Ice cream is a frozen desert made from dairy products
(milk, cream) combined with flavoring and sweeteners.
Modern Commercial Ice Cream Composition 1.10-16% milk
fat 2.9-12% MSNF (whey and caseins proteins, carbohydrates
) 3.12-16% sweeteners (sucrose, corn syrup) 4.Stabilizers
0.2% 5.Emulsifiers 0.2% 6.55-64% water 7.Total solids 36-
45%

5. HISTORY
ABOUT YUMMY
ICE CREAM

6. HISTORY
In 1981 an army officer Mr. HAMID NAWAZ
formed ice cream factory named as yummy ice
cream after that in 1986 salesman Mr. Ijaz Ahmed
purchased ice cream manufacturer "yummy ice
cream (pvt) Ltd from Mr. HAMID NAWAZ who was
the first owner of this company
At that time polka was the main competitor of
yummy ice cream and after that in 1999 polka ice
cream Company merged in WALL’S. In
1995, UNILEVER entered in Pakistan with Ice Cream
Company namely WALL’S ice were intended to
compete with other competitors. In 1991, the
company began introducing a variety of additional
flavor variations that were intended to compete with
other competitors

7. At currently is operating in Punjab NWFP and
AZAD Kashmir region.
Its sale contribution is Rs 3000,000 per day
average in summer season.

8. Current marketing segmentation of Yummy Ice Cream
is as under:
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation

9. geographic segmentation the company divided
the each city into different segments according to
Areas, States, Regions, and Markets. Yummy Ice
Cream is targeting as geographic segmentation of
the Pakistan. We are targeting now the main cities
of provinces as:
Capital territory(islamabad)
Punjab(Multan, Faislabad, Lahore)
Sindh (Karachi, Hyderabad)
NWFP (peshawer)
Baluchistan (Quetta)

10. In Demographic segmentation we will divide
people according to their ages and life cycle. We
will divide our customers regarding their ages as
children, teenagers,
twenty plus, thirty plus, and so on more than
fifty years old.

11. We can easily make the division according to the
income of people. Through the income
segmentation, we can divide the people into
different levels of groups regarding their income
on monthly bases.
High Income Less Target
Group Segment
Middle Income Target Segment
Group
Small Income Target Segment
Group

12.  Thepsychographic segmenting is done on the
basis of the taste and health conscious
consumer. Yummy is targeted its market by
creating an image of high quality and hygienic
products. Yummy was for “anyone, anywhere
and at anytime”.

13. Behavioral segmentation divides buyers into groups, based
on their Knowledge, Attitude, Uses, or Responses about
the products. We also believe like many marketers that
behavior variables are the best starting point for building
the best market segmentation.
To make the best marketing structure we can set a
reasonable price which is suitable for all types of social
classes in Pakistan.
By using focus strategies in which they just target the
segment of sufficient size, not crucial to success of major
competitors and they are not attempting to specialize in
the same target segment.

14.  Department of Finance
 Department of Accounts
 Department of Administration / Human
Resources
 Department of Marketing and Sales
 Department of Research & Development /
Food Technology
 Shipping Department
 Engineering Department

15.  Required Temperature: Below -18°C.
 Life time (Out of freezer): 25 min.
 Expiry: 18months.
Packaging:
 Packaging: Multiple packaging

17. Ice cream is made from ice (water), milk, butter, fat
sugar, milk powder, glucose stabilizers, food grad
color, artificial flavors, emulsifier, and natural flavors &
colors. All of these ingredients are necessary for you in
your diet to lead an active lifestyle. From these
ingredients you get protein that helps to build body
tissues, carbohydrates and fats which give you energy
and essential vitamins and minerals like calcium that
help to strengthen bones and teeth.

18. idea analysis
development Test market
New product

19. PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)
Idea Generation Product Analysis Development
Company develops a
Company has the full prototype or a sample
time Research & test to check the taste of
Development ice cream within the
Department, which company. Then they
After the conceptual make market strategy for
recommends new
test of ice cream the new ice cream
products planning and
products they analyze products. It estimates the
organizing.
the products regarding production level and
Company also does
their cost, sales, technical production
copy its competitor’s feasibility and finally
demand & supply and
products. They also needed government
consult with their profits.
approvals for launching
employees, customers the products. In Pakistan
about their needs and government institutes
distributions. which approve the
products is PCSIR

20. PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)
Test Marketing New Product
After the introduction
of products and Company builds
marketing program to inventory and
determine the reaction distributes them, then
of the potential makes the
customer in market advertisement of new
situation, company products through
chooses Lahore city to channels and
test the market of his brushers.
products.

21. 1. Introductory Stage
2. Growth Stage
3. Maturity Stage
4. Declining Stage
Here we introduce
new flavors and new
products.

22.  Hico Ice Cream was the first ice company in Pakistan. The
brand Hico is well established since 1958. Hico has a fully
automatic Ice Cream manufacturing facility, and has a
production capacity of producing more than 4.5 million-litter
dairy ice cream a year. It is marketed in major cities of
Punjab. Today, the brand Hico is considered being the
favourite in its hometown Lahore.

23. COMPETITOR REVIEW
Omore In Year 2009, Engro Foods limited
launched his ice cream with the brand name
“Omore”. Omore is dairy ice cream and
manufactured at Sahiwal.
 Walls introduced in Pakistan in 1997-98. The
product line consists from lollies to ice creams. This
includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc
Bars, Feast, Milky Way and etc. Its production
capacity is 30 million litres per annum.

24. Inform
 TV
 Banners Persuade
 Pamphlets
 Stands in shops Remind
 Shop boards
 Bus Stop Board Ads

25.  Companies inform the people when
they don’t know about the
product, persuasion takes place when
people already know about the product
and company forces them to buy the
product and when companies is selling
enough quantities of a product it
reminds consumers about the product
to keep the sales at the same level in
future.

27. Strengths:
 Yummy Ice Cream is available in natural taste.
 No preserving chemicals that affect the health.
 It’s a frozen dessert.
 It is a time saving product.
 Skilled and trustworthy workers are working in the
company.
 Good growth of market.

28. Weaknesses:
Some weaknesses of Yummy Ice Cream are given below.
•The company has fewer resources as compared to competitors.
•It has not strong brand image.
•It has not any distribution channels.
•They have less market share as compared to competitors.
•They have fewer budgets as compared to competitors.
•They have less technical resources.
Opportunities:
There are also some opportunities for Yummy Ice Cream which is as
under:
•The company can use new technology.
•They can change its target segment.
•Prepare the new Ice cream flavor.
•They can change product use.
•They can change product image by changing its styles.

29. Threats
There also are some threats for Yummy Ice Cream:
•Competitors are willing to work on these products and o more has
strong brand image. So competitors have captured the market share of
the Yummy Ice Cream.
•Competitors have more resources than Yummy Ice Cream Company
•Due to fewer resources it is very difficult to give awareness of Yummy
Ice Cream to the customers.
•If the company will do all this perfectly then they can make a huge
change and promotion.

30. Suggestions
First of all the company has to create a brand and then
focus on it by making advertisement more and more to get
the best positioning level in the minds of the public. If
company create a strong brand image then it is very easy
to remove the weak points.
Secondly the company will have to make strong distribution
channels. If the company does so then all the hurdles will be
removed which supposed the cause of decrease in sales. For
this purpose company will have to give margins by giving
bonuses,
The threats are that our competitors are strong. They
have strong brand image. The company has to make the
Quality level, Design, Packaging, and labeling of Yummy Ice
Cream better than its competitors.

31.  We concluded that yummy is leading organization
when it was launched. But after when WALL’S
entered in the market they capture the whole
market by more advertising of their product.
Yummy have not use strategies to retain the
customers. The organization has lack of resources.
They not focus on to make innovation in their
products. Wall’s became over the yummy because
of their lot of resources and new technology and
much advertising their products. Yummy have to
take serious actions to come up.