Table Of Contents:

S.No Particulars Page No.

1 Introduction 2

2 Company profile 3

3 Company Mission &Vision 4

4 Goals &objectives 4

5 New product summary 5

6 Price adjustments 6

7 Place Decision 7

8 promotion 7

9 Promotion mix 8
10
10 conclusion

INTRODUCTION
Authorization:

As a student of Marketing, this project and the formal report of this project is assigned to me by
our teacher Mr. Sheikh Arif. This report is basically an individual work, which I have chosen, is
“Extreme ice cream”.

Scope of the report:

This report comprises of the basic elements of marketing that are the building blocks of any
organization. Extreme ice cream is the result of the sincere efforts, effective communication and
corporation of all the people working within its premises. This report covers the major strategies
of marketing in Extreme ice cream. All the research that is now presented in the form of an
organized report in front of you is done through research.

EXTREMBE ICE CREAM COMPANY

COMPANY PROFILE:

Extrembe ice cream limited was incorporated in Pakistan on May 10, 2010, as a private
company. It is principally engaged in processing and sale of packaged ice cream and
allied dairy products Begin a perishable product; fresh ice cream has virtually no shelf life
without refrigeration. Because of adulteration there is no consistency in the quality of fresh ice
cream available to consumers. And hence EXTREME ICE CREAM was introduced.
Year Of Establishment 2010

Factory Location 80 Km, Lahore-Sargodha Road,

Choki Bhagat,Sargodha
Factory Area 18 Acres
Number Of Employees 300

Main Product Extreme ice cream

 Head Office Rehman trade center college
Road, Sargodha 40100

COMPANY’S MISSION
“We are committed to the provision of nutritious, hygienically processed and packed dairy
products to the community. We are committed to improve and sustain our reputation

for quality in all our operations, whole maintaining competitive prices. We are
committed to build and maintain loyal relationship which will bring out mutual
prosperity to customers, suppliers, shareholders, employees and the community.”

COMPANY’S VISION

“To be the leading tasty ice cream Provider in Pakistan by offering the healthy & tasty ice
cream for our Customers while exceeding Shareholder value & Employee Expectations”

“Goals and Objectives”

 Expand our business.

 Provide better service to people in the field of telecommunication.
  Emerge as a leading telecommunication company.
 Attract maximum customers and satisfy them.
 Excel in meeting customer needs.
 Seek employee involvement, continuous improvement and enhanced performance goals.

Beside this ice cream’s business objective is to create and market the Company's services in such
a way as to create value that can be sustained over the long term for shareholders, employees,
consumers, and business partners. Ice cream does not favor short-term profit at the expense of
successful long-term business development.
Ice cream recognizes that its consumers have a sincere and legitimate interest in the behavior,
beliefs and actions of the Company, in which they place their trust and that without its
consumers the Company would not exist.

DEPARTMENTS

1. Production
2. Marketing
3. Finance
4. Research & Development
5. Human Resources
NEW PRODUCT SUMMARY
This product is of packaged ice cream extension but it has a new thing which was never used
before that in its production a special taste of pomegranate is included and preserved it in the
form of ice cream. Due to this addition it has become more hygienic and health building product.
It is according to the international standards and no side effect. The formula was designed after
great effort of research and development department. It has great importance for all ages such as
newly growing children and old people which required any hygienic and healthful product for
improving their diet.
WHY IT IS NEW?
It is new because the flavor which is introduced in this ice cream was never introduced
previously. The ice cream is not only flavored for pomegranate but also it has all the ingredients
of pomegranate.

FEATURES OF NEW PRODUCT

 Great demand for such kind of service

 Booking can be done
 Credit card facility is also available
 Special Discounts for heavy amount of service used
 Powerful communication, Mobiles, Telephones are available
 Data is stored in Computer Server
 Proper Recording Systems

POSITIONING IN RELATION TO COMPETITORS

Ice cream Pack, Walls, Hico and O’Mara are the three major players of ice cream
industry in Pakistan. These have devised their own positioning strategies in accordance with
customer’s needs and wants. Ice cream Pack puts more emphasis on the taste of the ice cream
inside while Extreme ice cream highlights the quality and purity, by presenting Extreme ice
cream as a part and parcel of the people health styles as they say Extreme ice cream “The
Healthiest ice cream”.
 SPECIAL PRICING STRATEGIES AND SITUATIONS
PRODUCT LINE PRICING
Developing product lines for introducing pride steps rather than single product after the
Extreme ice cream we also Introduce the new product in same Categories’ for pricing

CAPTIVE PRODUCT PRICING

Pricing products that must be used with the main product.

PRODUCT BUNDLING PRICING

Pricing bundles of products and sold together.

PLACE DECISION

• Distribution Channel
• Market Coverage
• Specific channel members
• Inventory Management
• Warehousing
• Distribution Centers
• Order Processing
• Transportation
• Reserve logistics
 PROMOTION
Promotion is the specific mix of advertising, sales promotion and public relations used by a
company to peruse its advertising and marketing objectives. Promotion decisions are related to
communicating and selling to potential consumers.

OBJECTIVES OF PROMOTION

A target audience can be in any of the six stages of buying readiness.

• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchas
• These are called hierarchy of effects
AWARENESS
The seller’s task is to let the buyers know that the product or brand exists. The objective is to
build familiarity with the product and the brand name.

KNOWLEDGE
Going beyond awareness to learning about a product features.

LIKING
How the market feels about the product

PREFERENCE
Distinguishing among brands such that the market finds your brand more attractive than
alternatives.

CONVICTION
Making actual decision or commitment to purchase.

PURCHASE
Finally buying the product.

PROMOTION MIX

• Advertising
• Public Relations
• Personal Selling
• All other sales promotions

  PROMOTION STRATEGIES

ADVERTISING
Any non-personal paid form of communication using any form of mass media. It involves
three important notions

REACH
Is the percentage of the target market, which is affected by your advertisement?

FREQUENCY
 Is the number of time a person is exposed to your message?

MESSAGE
Sometimes, it is called a creative. It gets attraction, capture interest, create desire and finally
require action

PUBLIC RELATIONS

Involves developing positive relationships of public with the organization via media.

SALES PROMOTION

Commonly used to obtain an increase in sales. Could involve using money off coupons or
special offers and discounts.

PERSONAL SELLING

Selling a product and service one to one.

DIRECT MAIL

here has been a massive growth in mail campaigns over the last 5 years.

Greeting cards
We contact with customer through greeting cards and tell about the new product
Conclusion
Extreme ice cream is ready to meet the challenges of changing environment in this
report I have tried our best to cover Product, Price, and Promotion and Price of Extreme ice
cream. The goal of the marketing department is to outline the strategies, tactics, and programs
that will make the sales goals possible. Marketing is playing a vital role in the success of
Extreme ice cream. Extreme ice cream is building a brand around the services it offers by
heavily promoting itself through local television, radio, and print advertising. Marketing efforts
are just beginning by the time a potential customer enters Extreme ice cream family for the first
time. A strong emphasis will be put on keeping customers and building brand loyalty through
programs focused on experience and customer satisfaction.
Expenditures:
When I start new business, I left my job, n I face many expenses in first month, there detail is
given below:
(1st time only)
1. Building maintains =7, 00, 000
2. Severing system =5, 00, 000
3. Decoration =80, 000
4. Publicity expenses =5, 00,000
5. Air conditioned and lights =93, 00, 000
6. Net charges + networking =1, 50, 000
7. Paint expenses = 2, 50, 000
8. Carpet expenses +services =1, 88, 000
9. Carpenter exp. = 20, 000
10. Generators (200) =1 0, 00, 00,
000

TOTAL: 1 66, 688, 000

(1st Month expenses)

1. Employees salary = 1,30, 000

2. Light bill = 20, 000
3. Telephone bill = 5,000
4. Gas bill = 9,000
5. Previous salary = 300, 000
6. VISITORS EXP: = 10, 000

TOTAL: 4, 74, 000

TOTAL EXPENSES: 167, 162, 000

Company Name
Extreme Ice Cream
Product
“Pomegranate Ice Cream”

Submitted To:

Mr. Sheikh Arif

[Entrepreneur]

Submitted By:

Sarfraz Alam

[KCMC # 1119]

Affiliated by:
Riphah International University
Islamabad