Fall 2019

MKT460: Strategic Marketing

Sec: 6

Turnaround Strategies for Bloop

Assigned by: Ms. SherinaIdrish (SEH)
Senior Lecturer
Department of Marketing and International Business
School of Business and Economics, North South University

Assigned to:
Name ID
Limes Tahima 1430489030
Tariqual Islam 1512157030
B M Joynul Abedin 1520498030
Syed Mahmood Tanim Partho 1611818630
Nabila Binte Habib 1711477630
Shakhawath Hossain 1610901030
Farhed Khan 1520520030

Date of Submission: 26th December 2019

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SL Name ID Contribution/ Topics (written/done for the report)
Number
05 Ilme Tahima 1430489030 Identifying problems (Declining sales, loss of market
share, Declining Customer satisfaction)
1.3 Industry Introduction
1.4 Company Overview
1.5. Introduction of SBU
B. Product from 2.0 ( last half)
C. Pricing from 2.0
E. Plan an IMC campaign for this new/updated SBU
Design: Pipe Ice-cream Poster

Syed Mahmood 1611818630 1.10. Find the Strategic Gaps developing a SWOT -TOWS
Tanim Partho Analysis in a table.
2.1 Price & Promotion form turnaround strategies.

01 SM Takiuzzaman 1010734030 Identifying problems (No Growth)

1.9 Give an overview of the SBU’s present STP
(segmentation, targeting and positioning) and 4Ps
(current one and briefly)

32 Nabila Binte Habib 1711477630 1.9 4Ps (current one and briefly)
2.1 Place & distribution form turnaround strategies.

20 Md. Shakhawath 1610901030 1.6 Identifying key stakeholders (Internal & External),
Hossan Saikat Micro & Macro Environment Analysis, PESTLE analysis
on 1-5 scale with table.
1.7 Develop a Porter’s 5 forced analysis (scale -3 to +3)
using the model and table.
B. Product (1st half) from 2.0
C. Pricing from 2.0 (Full)
D. Distribution from 2.0 (Full)
Design: Mobile App and Products

15 Farhed khan 1520520030 A. New Profile Table for Bloop kulfi and pipe ice-
cream
B. New Profile Table for Bloop sugar free ice cream
C. proposed Target Market Strategy with
justification
D. PR relation
E. Support media
F. Relationship marketing
14 B M Joynul Abedin 1520498030 A. Own solutions
B. Current profile table
C. Problems Bloop is facing
D. Cause related marketing
Work Contribution
2
 LETTER OF TRANSMITTAL
Date: 26th December, 2019
Shehrina Idrish (SEH)
Senior Lecturer
Department of Marketing and International Business
North South University

Subject: Submission of report

Dear Ma’am,

We are very much delighted to present you our final report on ‘Bloop’. This project was full of
excitement, fun and challenges. It took maximum effort. Every single one of us delivered their
undivided best to bring this project into the final shape. We learned a lot through this project.
We thank you from the bottom of our heart for your support and guidance in every aspect of the
report and all. Thanks for teaching us this aspect of strategic marketing with a lot of enthusiasm
and excitement. We thank you for everything with a hope that, you’ll be delighted with the effort
we put in this report. Of course, let us know if any issues arise.

Sincerely,
Ilme tahima
SM Takiuzzaman

B M Joynul Abedin

Farhed khan

Syed Mahmood Tanim Partho

Md. Shakhawath Hossan Saikat

Nabila Binte Habib

Contents
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 Company Name: Golden Harvest Ice Cream Ltd....................................................................................9
Product Problem Identification................................................................................................................9
Sales Decline:..........................................................................................................................................9
Loss of Market Share:..............................................................................................................................9
Declining customer satisfaction:..............................................................................................................9
No growth:...............................................................................................................................................9
Company Corrective measures...............................................................................................................10
Own Solutions:.....................................................................................................................................11
 The key stakeholders of Macro Environment are:.............................................................................13
 The key stakeholders of Micro Environment are:..............................................................................13
 Threat of New Entrants:.....................................................................................................................20
 Bargaining Power of Buyers: (MEDIUM).........................................................................................20
 Bargaining Power of Supplier:...........................................................................................................20
 Rivalry among Existing Competitors:................................................................................................20
 Threat of Substitution:.......................................................................................................................20
 Product:.............................................................................................................................................23
 Place (distribution channel):..............................................................................................................23
 Price:..................................................................................................................................................23
 Promotion: For promotion BLOOP makes TVC and Billboard advertisements.........................23
 Segmentation:....................................................................................................................................25
 Targeting:...........................................................................................................................................25
 Positioning:........................................................................................................................................26
 Brand Identity:...................................................................................................................................29
 Availability:.......................................................................................................................................29
 Sales Promotion:................................................................................................................................29
 Distribution:.......................................................................................................................................30
 Price:..................................................................................................................................................30
 Product:.............................................................................................................................................30
 Price of Bloop:...................................................................................................................................30
 Distribution:.......................................................................................................................................32
Reach:........................................................................................................................................................33
Affiliation:.................................................................................................................................................33
Richness:...................................................................................................................................................34
Range:.......................................................................................................................................................34
Promotion:.................................................................................................................................................34
 Proposed Target Market Strategy.......................................................................................................36
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 Bloop Sugar free Ice cream:..............................................................................................................36
 Bloop Kulfi and Bloop Pipe Ice cream:.............................................................................................37
 Technology:.......................................................................................................................................37
 Supply Chain:....................................................................................................................................38
 Products:............................................................................................................................................38
 Bloop Kulfi:.......................................................................................................................................38
 Bloop Pipe Ice-Cream:......................................................................................................................39
 Bloop Sugar Free Ice-cream:.............................................................................................................39
 Innovators..........................................................................................................................................41
 Early Adopters:..................................................................................................................................41
 Early Majority:..................................................................................................................................42
 Late Majority:....................................................................................................................................42
 Laggards:...........................................................................................................................................43
 The audience and context:.................................................................................................................43
 Positioning by benefits:.....................................................................................................................43
House of Brands-.......................................................................................................................................45
Show Endorser-.........................................................................................................................................45
Token Endorsement-..................................................................................................................................46
1. Direct Distribution:................................................................................................................................48
2. Multichannel Distribution:.....................................................................................................................48
Types of Selected Distribution Strategy-...................................................................................................49
4 Points Navigation Model for our Distribution Strategy-.........................................................................49
 Setting Objectives:.............................................................................................................................50
 Awareness :........................................................................................................................................51
 Knowledge:.......................................................................................................................................51
 Liking:...............................................................................................................................................51
 Preference:.........................................................................................................................................51
 Conviction:........................................................................................................................................51
 Purchase:...........................................................................................................................................51
IMC Tool Mix List: (Mediamix Table)...................................................................................................52
 Message:............................................................................................................................................58
 Digital Marketing..............................................................................................................................59
 Mobile Marketing:.............................................................................................................................60
 Cause related marketing:...................................................................................................................61
 Support Media:..................................................................................................................................61
 Relationship marketing:.....................................................................................................................61
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 Cause related marketing:...................................................................................................................62

ACKNOWLEDGEMENT
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It gives us immense pleasure in bringing out our project on Bloop. Firstly, we would like to

thank our respected lecturer Mrs. SherinaIdrish (Seh) who gave us her valuable suggestions and

ideas when we were in need of them. She encouraged us to work on this project. Our heartfelt

gratitude towards Mr. Habib Ullah& Mr. Edward Dip who gave us all the important insights on

Bloop. We are also grateful to North South University for giving us the opportunity to work with

them and providing us the necessary resources for the project. We are immensely grateful to all

who are involved in this project because without their inspiration and valuable suggestion it

would not have been possible to develop the project within the prescribed time.

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 Executive Summary

The purpose of this report is to learn, understand and analyze the problems that Bloop under

Corporate Brand Golden Harvest, faced in the market and in managing their marketing strategy

in today’s competitive market. We also identified the key stake holders of the company in the

Macro and Micro environment, mentioning how each of these stakeholders impacts the PESTEL

of the company.This comprehensive study is hoping in benefit the students in their academic

learning theories and helping them to understand the current scenario in the market as well as the

industry and company.

For this report we have used two methods which are: primary research and secondary research.

First of all, for our primary research, we visited to the head office of Golden Harvest. There we

took a short structured interview with some direct questions about their product Bloop.

For our secondary research, we took information from their websites and also by exploring and

browsing other websites where we got the best possible information. Beside these, we kept

different books and articles in our list of research meth

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Company Name: Golden Harvest Ice Cream Ltd.

Corporate Brand: Bloop

Product Problem Identification

Sales Decline:
Although Bloop claims to have adequate freezers and having a good distribution channel but
they fail to cover all the retailer shops. They have a weak distribution channel and lack of sales
person. Unavailability of products makes the brand gets less exposure to the target audiences.
Another important point can be Bloop doesn’t takes part in any recent social affairs and main
events. This even hampers their sales. Lack of promotional activities and PR relations is another
reason.

Loss of Market Share:

Every business prefers having growth market share and gathers sales revenue to achieve it.
Bloop, however fails to capture more market share due to having a very sustainable market
leader Igloo. Igloo regularly innovates and adds flavors and varieties. Moreover, Golden Harvest
have Kwality who is a substitute and competitor of Bloop.

Declining customer satisfaction:

Due to less exposure and no new innovation to the current SBU of Bloop lacks to grab
customer’s attention. Promotional activities were in peak moment in the beginning of the brand
and nowadays that is faded and certainly some activities are left which cannot satisfy customers.
Moreover, lack of availability of the products makes it unnoticeable to the target audience.

No growth:
Bloop ice cream has no growth in the market because the brand is not working properly. Also
because poor management. The market which they have targeted, that market is not approving
and accepting the product. Growth of a product also depends on the employees. There are highly
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experienced employees leaving the company because of poor management in bloop ice cream
sector. Also customer find it difficult to get bloop ice cream to the nearest shop. So they find
some alternative product instead of bloop.

Company Corrective measures

The company is trying to introduce new products to the customers. With new products and
quality, they are hoping to grab the mass people in the Bangladesh. The company cannot target
the mass market people in Bangladesh because of electricity problem and high price. So they
will provide with attractive deep freezers to ensure proper storage and display of products
because reach to consumers at the furthest points. On the other hand, they will provide the ice
box to the rural shop there is no electricity. They will introduce the quality full product with
lower price to acquire the market coverage and market share.

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Own Solutions:

In the current situation Bloop is not making enough profit and their market share is still very low
right now. To increase the market share here are some suggestions to overcome that situation :
 Distribution should be more intensive
 Availability should be ensured
 Price should be lesser at least competitive
 Create their strong brand identity
 Give adequate sales promotion
 Generate product for mass consumers

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 INDUSTRY OVERVIEW

Bangladesh’s ice cream industry is estimated to have a size of BDT 220crores where mostly the
regular common format ice-cream available to retailer is the superior. The industry is currently
growing with a rate of 19%. The common format packet ice-cream is dominated by Abdul
Momen Limited (Igloo) with more than 51%, being the market leader followed by Polar Ice-
cream, Golden Harvest (Bloop) and Kwality is there. Geographically the weather of Bangladesh
is humid so when with variety of flavors and price with introduction of parlor ice cream shops
introduced, ice cream industry sustained in the market being a substitute to beverages sometimes.

COMPANY OVERVIEW

Golden Harvest is Bangladesh’s one of the leading business groups with diversified interests in
Food, Dairy, Commodity, Information Technology, Logistics, Real Estate, Aviation,
Infrastructure Development and Insurance. Their mission is to have Consistently deliver
international standard innovative products & services for improved lifestyle. With a vision of to
be the most trusted and preferred brand to every household in Bangladesh, it is rapidly increasing
following its all sectors. The company takes part to run CSR Projects of Bangladesh Human
Rights Foundation, TAC Charitable Hospital, AlvinaSamdani Trust and Samdani Art Foundation
that organizes Dhaka Art Summit, the largest non-commercial South Asian art dedicated event. It
also is in joint venture with companies like Nippun Express, Partex Aviation Ltd and many more.

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 SBU OVERVIEW OF BLOOP
Golden Harvest Ice-cream Ltd being a new entrant to Bangladesh’s ice-cream industry brought
“Bloop”. The brand offers around 40 flavours ,from rich delights to tangy treats. With a fun and
playful image, it is in the market having sticks,cups,cones,calippo,sorbet,tubs,cakes and many
more. The packaging is centered to entertainment with interesting names given like “Choco
Papa” and with funny catchy jingles.It seems that BLOOP and we will too is trying to set their
brand positioning through the experience of delighting taste, and are trying to associate the
experience.

STAKEHOLDERS OF BLOOP
 The key stakeholders of Macro Environment are:
Board of Directors , Employees, Investors, Management, Stakeholders.

 The key stakeholders of Micro Environment are:

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Internal External

Supp

Board of Directors liers

Employees Customes

Investors Intermediaries

Management Competitors
Stakeholders.
Government

External Capital providers

14
 MACRO ENVIRONMENT

PESTAL ANALYSIS:
SOURCE DESCRIPTION IMPLICATION CERTAIN IMPACT

Political POL 1: Stable That’s why this industry can run 4

Factors political situation. the smooth operation and 5
customers can get the goods
nearby shop.

Economic ECO 1:According to Increasing the purchasing 5 5

Factors World Bank power of Bangladeshi people
forecasted, the GDP and this is good impact for Ice
Growth rate of 7.2% Cream industry.
of Bangladesh for the
2019-2020.

ECO 2: According to Increasing the GDP per capita

Wikipedia,GDP per income of Bangladesh and this
capita income of is good impact for Ice cream 5 5
Bangladesh at $ 4992 industry because growing
(PPP) (as per IMF purchasing power and more
data) and $1,888 sales.
(nominal).

ECO 3:According to If the inflation rate is going to

Dhaka tribune report high so each and every product
the inflation rate price increased so the sales may 4 5
projected at 5.5% in be decline because this is not a
fiscal year 2020. daily necessary product.

ECO 4:According to If the interest rate is increasing, 5 5

the Bangladesh bank, the cost of borrowing become

15
 the interest rate of expensive so people are going
Bangladesh is 6%. to save their money for daily
necessary product

ECO 5: According to The ice cream Industry

DT the ice cream increasing day by day and it is
industry is good impact in the GDP 5 5
contributing 0.064%
of the GDP.

Socio-Cultural SC 1: Nowadays So that some company come up

Factors people are more with new products and Bloop 4 5
conscious about their should have to take care about
health and hygiene. customer health.

SC 2:Kids and young Bloop basically targeted the

generation oriented. young generation and kids. 5 5
Most of the Ice Cream customer
falling in this segments.

Technological TE 1: Most of the Create the awareness campaign

Factors people are in through Facebook. 5 5
Bangladesh are
Facebook User.

TE 2: Most of the Open an app where can

people are using the customers find out the product 3 5
smartphone. easily and provide the sales off
and discount offer.

Legal Factors L1: According to This will increase cost for

BDNews 24, Govt. Bloop As a result, Bloop have 5 5
imposed 5% tax on the to push this cost on the
Ice-Cream consumers.

Scenario Analysis Graph based on your PESTLE analysis is given below:

16
17
PORTER’S FIVE FORCE ANALYSIS

18
19
FORCES HIGH MEDIUM LOW

ENTRY BARRIER 

BUYER POWER OF SUPPLIERS 

BUYER POWER OF BUYERS 

SUBSTITUTION THREAT 

INTENSITY OF RIVARLY 

 Threat of New Entrants: (MEDIUM)

Threat of new entrants can be considered as medium. Entering frozen dessert industry requires
huge amount of investment and knowledge about the market. Only 10 companies exist in the
market. Most of areas are not covered by the frozen dessert industry.

 Bargaining Power of Buyers: (MEDIUM)

From the pricing perspective: Bangladeshi consumers are indeed very much price sensitive.
There is a lot of substitutes. So the buyer’s power is minimum as the value of the product is fixed.
 Bargaining Power of Supplier: (LOW)
This can be considered as low because most of the raw materials are come from outside of
Bangladesh. The bargaining power of supplier is low. There is not only one supplier exist.
 Rivalry among Existing Competitors: (MEDIUM)
This can be considered as medium because the market area is not so big. most of area is
uncovered. Competitors want to capture the market through their products.
 Threat of Substitution: (MEDIUM)
This can be considered as medium because there is a lot of substitute exist in the market. The
substitute price is very low. Ice-cream is not a popular item in Bangladesh. People like sweet,
cake, coke more than an Ice-cream.

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 CONSUMER PROFILE OF BLOOP (CURRENT)
Geographic Demographic Psychographic/ Behavioral
Area: urban , sub urban
Location:Over 30 district. Age: 18-40 years Benefit: Different flavors,
Dhaka and other Urban Gender: both Premium quality
and Sub urban cities like Lifestyle:
Chittagong, Khulna, Income: Middle class, Upper  Extrovert
Rajshahi, Barisal, Sylhetetc middle class, Upper class  Introvert
 Contemporary
 Busy
Family size:Nuclear, joint /
extended family, single Personality Traits:
Education:  Compulsive,
 Graduate  Gregarious
 Under graduate
 Under SSC and HSC Core Values:
 Kindergarten  Intellectual
Autonomy,
 Affective Autonomy
Occupation:
 Hierarchy
 Students,
 Harmony
 working men and
women, Volume:both regular and
 bachelors, irregular
 Business person Perception: about the
brand/product
Religion: All religion
Preference: brands they
usually use / channels they
watch/ time of watching/
semiotics
VALS Typology:Fulfilleds ,
Experiencers, Believers,
Makers

Loyalty Level:Band loyalty,

Split loyalty, Shifting loyalty

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Geographic Demographic Psychographic/ Behavioral
Area: Urban , Sub urban ,
Rural Age: 6-40 years Benefit: Different flavors,
Location: All 65 distracts Gender: both Nostalgic feelings,
of Bangladesh. The whole Lifestyle:
country will be our target Income: Upper-middle class,  Extrovert
market. Upper-lower class, Middle  Introvert
class, lower middle class and  Busy
lower class
Family size:Nuclear, joint / Personality Traits:
extended family, single  Compulsive,
Education:  Gregarious
 Graduate
 Under graduate Core Values:
 Under SSC and HSC  Intellectual Autonomy,
 Kindergarten  Affective Autonomy
 Conservatism
Occupation:  Harmony
 Students,
 working men and Volume: both regular and
women, irregular
 bachelors, Preference: brands they
 Business person usually use / channels they
watch/ time of watching/
Religion: All religion semiotics
VALS Typology:Fulfilleds ,
Experiencers, Believers,
Makers,Strivers,Strugglers

Loyalty Level: Band loyalty,

Split loyalty, Shifting loyalty

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 OVERVIEW OF 4PS
4P’s of Bloop ice cream: - The Marketing mix for the existing marketing system can be
illustrated in terms of 4Ps of marketing
 Product: Bloop offers around 65 various variants including sticks, cups, cones, calippo,
sorbets, tubs, cakes and many more.
1. Cup- the Ice Cream paste is filled in 100 milliliters of plastic Cup along with a wooden
spoon. This is easy to handle and is highly used by different aged customer groups. This
is also available in vanilla, Strawberry and Mango flavor and with (Ripple) 100 milliliters
Cup
2. Chocobar- Chocobar is one of the largest selling products in Ice Cream industry. Vanilla
with chocolate coating, Chocolate with chocolate coating, vanilla with pistachios coating
etc.
3. Strawberry fresco- A heavy sugar mixture, strawberry puree and juice are combined into
stciks and cup ice creams.
4. Lolly- This product is designed to meet the demand of the lower income customer
groups. It is available in Lemon and Orange flavor.
5. Cone- The Ice cream paste is filled in a Cone shaped biscuit. The product is available in
two different flavors i.e. Vanilla and Mango flavor. Quantity of each Cone Ice Cream is
100 milliliters.
6. Sticks- Fruity puree mixed with sugar turned into long sticks.
7. Cakes- The product is very rich in quality. Different seasonal fruits are used to make it
more delicious. This product is mainly designed for the high-income customer group.

 Place (distribution channel): Bloop Ice cream would deliver the product to the consumers
using both the direct channels and indirect channels. They have their outlets in Gulshan,
Uttara, Khilgaon and Dhanmondi. The distribution channel network of Bloop Ice Cream
is not much wider, as the refrigerated vans and trolley vans are not sufficient as required
to maintain a fair distribution network.

 Price: Pricing method normally means the route taken in fixing the price. Evidently, the
pricing method must be appropriate for achieving the desired pricing objectives.Bloop
focuses on Differentiation strategy rather than cost leadership strategy. Bloop matches its
product pricing with the competitors and practice competitive pricing.
1. 600 grams cost about 100 taka
2. 1 litre costs around 180 taka to 190 taka
3. Chocobars cost around 25 taka to 30 taka
4. Lolly’s cost about 15 taka
5. Cups cost about 20 taka

 Promotion: For promotion BLOOP makes TVC and Billboard advertisements.

Right now they have three TVC on air. They are portraying three different case scenarios. In one,
they are showing that if someone eats BLOOP, she or he can find lost possession. On another on,
they are showing that if someone eats BLOOP, she or he will see guest in their house. And in the
third one, they are showing that if someone eats BLOOP, she or he will never be afraid of ghosts
again. They are showing day to day problems in people's lives and of course in a funny way. But
23
at the end of every TVC, a reporter summarizes the whole case and says, 'I don't know about
these recent occurring, but BLOOP is really good to it'. So, they are trying to associate the
good taste of BLOOP in every aspect of our lives.

Secondly, they are trying to the association on their Billboard posters, but in a complete

different way. They are using some famous taglines of some popular TVC of different brands.
Through this, they are trying to associate the brand with the existing positioning of other famous
brands. In this way, they are not only getting consumer attention, but also relating the brand
image to other established brand taglines and positioning.

24
 STP of Bloop Ice Cream

Golden Harvest is one of the biggest company in Bangladesh, and Bloop ice cream is one of their
product. Under the SBU the STP of Bloop ice cream has been divided into few categories.

 Segmentation:
Market segmentation is the process of dividinga market into groups, known as segments, of
customers with similar needs or characteristics who are likely to exhibit similar purchase
behavior. In segmenting the market the business is acknowledging that different types of buyers
may require different products or marketing approaches.
According to geographic, demographic, psychographic and behavior of Bangladeshi people
Bloop has targeted the customer so achieve the goal of the segment.

 Targeting:
Bloop has almost targeted all the segments of the ice-cream lovers of Bangladesh. They have
targeted from teenager to adult people. Their targeted range is 18-45. But still they expect to
target the people below 18 and above 45. Also they have the premium division for the premium
people to target.

 Positioning:
Apart from the positioning, the most interesting aspect about BLOOP's marketing is their
advertisement techniques. After looking into their advertisement tactics, I saw a difference
between their TVC and Billboard advertisements.
25
At first, let's talk about their TVC campaigns. Right now they have three TVC on air. They are
portraying three different case scenarios. In one, they are showing that if someone eats BLOOP,
she or he can find lost possession. On another on, they are showing that if someone eats BLOOP,
she or he will see guest in their house. And in the third one, they are showing that if someone
eats BLOOP, she or he will never be afraid of ghosts again. They are showing day to day
problems in people's lives and of course in a funny way. But at the end of every TVC, a reporter
summarizes the whole case and says, 'I don't know about these recent occurring, but BLOOP is
really good to it'. So, they are trying to associate thegood taste of BLOOP in every aspect of our
lives.

SWOT ANALYSIS
The internal factors includes strengths and weaknesses along with the external factors
opportunities and threats.

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 Internal Strengths Weakness
 Unique Packaging
 Its pioneer brand Golden  Only focus on the
Harvest is the market leader emotional appeal and not
External of frozen foods at all in rational
 Offer premium quality  Though its pioneer brand
products which ensure the Golden Harvest is an
quality fact established position but
 Unique competitive Bloop is in a growth
advantage stage
 Country’s first company to  Knowledge gap in
develop own cold chain Bangladesh to maintain
network in collaboration with cold chain
USAID  Premium quality ice-
 No rivalry cream and so not
 Experienced professionals available everywhere
work here (expertise)  Problems of load
 Pioneer advantage shedding is very common
 Unique positioning and in Bangladesh specially in
pricing the rural areas.
 Increasing demand for ice
cream
 Brand Image

Opportunity SO: WO:

We will be using our strengths to We will counter our weaknesses
 Infrastructure take the advantages of the through exploiting opportunities
development taking opportunities : like:
place in the rural areas  Using internet, they can take
which will reduce load  Utilizing the internet for their customer feedback to
promotion and thus reduce improve their product
shedding
the information gap quality
 Golden harvest taken
27
 initiative to form a  By using brand image and  Building community for
company named “ Cold pioneer advantage they can reviews and spreading
chain BD Ltd” which grab the increasing number positive word of mouth
of people’s attention.  Reducing the knowledge gap
work will be to develop  Push promotions through extensive marketing
the cold chain  Cost effectiveness like: promotional campaigns
 Target over 30 districts  Line and market extensions and advertisements
 Demand of ice cream is  Increase its availability
high and growing day by
day
 Market is growing at
15% per annum

Threats ST: WT:

 Threat of new entrants is We will leverage strengths to We will overcome
high minimize threats by taking defensive our weaknesses and
 Problems of load strategy such as: threats by
shedding
 Better Market
 Can lose market share  Better customer Research
 Big market area so relationship  Monitoring and
competition is high.  Increase or expand product controlling
 Easy switching cost portfolio and offer  Focus both on
customers more choices emotional and
 Strategic relationship with rational appeal
partners  Reduce the
knowledge gap
through extensive
promotions and thus
enhance and ensure
the customer reach
and engagement

PROBLEMS THAT BLOOP IS FACING CURRENTLY

 Brand Identity: Brand identity is the visible element of a brand. Bloop doesn’t have that
much where Igloo & Polar make their place in customer mind. Bloop doesn’t have the
clear visibility in rural areas. They are known in urban area but not all the places.
Bloopcan not make that type of credibility in customer mind like Igloo & Polar. Niche
market customer know mostly about Igloo & Polar not Bloop.
 Availability: Bloop’s targeted locations are urban & suburban. So they can not reach mass
market. They provide their product only selected some places. That’s why least number

28
 of people areknow about Bloop’s product. In urban area all shop doesn’t keep Bloop
because low demand of customer.
 Sales Promotion: As a new company in Bangladesh Bloop didn’t do proper sales
promotion. They didn’t provide any taster or any type discounted offer to attract new
customer.
 Distribution: Bloop is covering over 30 districts but airing their advertisement on tv.
Customers from other areas are not getting Bloop. So covering the who country is
important. The intensity might vary from urban to rural area but availability is important.
 Price: Price of Bloop is higher than other ice creams. Most of the customers of our
country are price sensitive. They are not going to pay that much cause they have already
alternatives like Igloo and Polar. So a reasonable and competitive pricing is missing in
bloop’s pricing strategy.

(TURNAROUND STRATEGY FOR UPDATED

MARKETING MIX

 Product:
Golden Harvest is known as the Market Leader of Frozen foods for their meeting promise in
terms of quality and they also focus on the price to beat their competitors. If we take into
accounts the Contraction for retrenchment strategy: turn around which tells us to reduce the
company costs by not spending on things that are less necessary. This strategy is also known as
pruning or harvesting. Though bloop is delivering premium quality ice-creams and so their main
focus of profit is the maximum sale of their high priced ice-creams which can be Bloop Exotic
Vanilla,Strawberry f

But, instead, what we found with the help of surveys is that their (bloop) more than 90%+ of
sales of ice-cream and above 85+ profits from them are coming from the low priced ice creams
like choco-papa and lolly which ranges from Bdt. 15-100. So, if contraction is used as turn
around strategy, the maximum investment should be done on the low priced ice-creams like
choco-papa which is 15 taka and also the orange and lemon lolly which is 25 taka. As these two
items are the most profitable ones, so we should ensure our maximum investment on these and
rather avoiding to invest on the others like Bloop exotic vanilla or Bloop strawberry fresco as
these are not profitable sectors of bloop ice-cream. Furthermore, what we are going to do extra is
launching new ice-cream which is sugar free and target the people who do not consume sugar.

29
  Price of Bloop:
Depending on the customer segment bloop has maintained a well organized pricing strategy for
the customer. They have both the customer for the premium quality and the normal quality. Their
price starts from 15 taka normal quality product. But from next year the same product will priced
20 taka each. But their pricing strategy is different from other for premium quality. Their normal
quality product price starts from 30 taka. First bloop has thought that, they will capture the
market through the premium quality product as a result they have selected the niche marketing
strategy. Later on they found that their premium quality product did not capture the market
comparing the other product. Their most of the profits are coming from the low price product
15tk-50tk

This is the initial price product for bloop.

Now a day’s bloop ice cream is facing difficulty to compete with the market leader because their
price is high. But if they reduce the price and also promote their product through promotion life
reducing price it will be easy for them to capture the market easily and instantly.

30
 Premium Quality Product
600tk

Minimizing the product price comparing to market leader and make the product available to the
customer to their nearest place will help the bloop a good come back to the market.

 Distribution:
Bloop should go for both direct and indirect distribution.

 Direct channel-

Producer Consumer
For direct distribution Bloop can set their own outlets at places like Gulshan, Dhanmondi, Uttara,
Khilgaon where there will be great availability of target consumers. Consumers will be able to
directly purchase from Bloop’s ice cream parlors. Consumers will be able to buy ice creams
through these outlets and they should be given a good environment so that they can have a great
experience.

31
  Indirect channel-

Producer Retailer Consumer

For indirect distribution Bloop can distribute their products through the wholesaler or the
suppliers and to the retailers like Shwapno, Agora, Meena Bazar or local grocery shops to deliver
to the end consumers. This channel, from the producer-retailer to the consumers, is preferable
where the purchasers of goods are big retailers like department stores, chain stores, super
markets or consumer co-operative stores. In these cases, the wholesalers may be by passed
because the bulk of the goods are purchased by these large retail distributors to be sold to the
consumers.

Producer Wholesaler Retailer Consumer

The third channel, from the producer-wholesaler to the consumer, can be successfully used in
distributing ice creams.
1. Bloop should go for intensive distribution strategy. For such type of convenience
products and impulsive product intensive strategy is the best suit. Bloop should sell
through as many outlets as possible, so that the consumers encounter the product virtually
everywhere they go: supermarkets like Bashundhara City, Jamuna Future Park, gas
stations near Mohakhali or Gulshan or Uttara , local grocery stores at the areas where
target consumers mostly live, kiosks at North South University, Independent University,
Viqarunnisa Noon College etc.

2. 4 points Navigation model for the strategy is written below:

Reach: Bloop should make its products available for all its target consumers. They should
establish their outlets in such places where it’s easy for the consumers to reach for their desired
products. For instance, middle class people look for their grocery items in local stores. So Bloop
should distribute their ice cream in local grocery stores. For Higher middle class people they can
distribute to Shwapno, Agora etc. For students Bloop can set kiosks at institutional places like
universities, colleges, schools etc.

32
Affiliation: Affiliation sis about transparency and trust. So Bloop should offer what they promise
and what they advertise so that consumers can grow trust towards Bloop. For pricing it should be
fixed as they are offering through billboards or TVC’s.
Richness: By running surveys on online or other ways Bloop can have some ideas about
customer preferences about ice creams’ taste, flavors etc. They can offer them customization
through their own outlets or ice cream parlors. For any types of occasion like
Birthday or anniversary Bloop can offer discounts or special gifts through scratch cards or
customized flavors for the consumers.
Range: For Bloop they can introduce new product lines like chocolates, cakes, drinks etc besides
ice cream with various flavors. They can also increase flavors for ice creams that are mostly
preferred by the target consumers.

Promotion: As their very basic sales strategy is the availability and placement so the promotion
must be done in a proper way so as to ensure the 100% reach of the target segments. Social
media promotions can be one of the best ways to grab attentions as most of the people have high
rate.

For instance, we will be having social media channels such as facebook, instagram, snapchat and
linked in. What we will do is posting short videos on facebook where we can let people know
about our new campaign and thus create a buzz. We will also create events on facebook to
promote our products and also arrange seminars to let the customers know about it.
But all these promotions will be focused on the items such as Choco-Papa and lollys that are
doing the best in the market and also the new products of bloop that we will be launching. The
facebook pages should be up-to date so that any person who requires any information or have
any complain.

Furthermore, we will prepare leaflet and scatter it into the targeted areas and also publish
Advertisements on newspapers thus ensure the proper reachness.

33
 CONSUMER PROFILE OF BLOOP (PROPOSED)
Geographic Demographic Psychographic/ Behavioral

34
Area: Urban
Location: Dhaka , Khulna , Age: 18-40 years Benefit: Different flavors,
Rajshahi, Sylhet, Chattogram Gender: both Premium quality, Low Health
risk
Income: Middle class, Upper Lifestyle:
middle class, Upper class  Extrovert
 Introvert
Family size:Nuclear, joint /  Contemporary
extended family, single  Busy
Education:
 Graduate Personality Traits:
 Under graduate  Gregarious
 Under SSC and HSC  Ambitious Personality
 Kindergarten  Authoritarian

Occupation: Core Values:

 Students,  Intellectual
 working men and Autonomy,
women,  Affective Autonomy
 bachelors,  Hierarchy
 Business person  Harmony
 Egalitarian
Religion: All religion Commitment

Volume: both regular and

irregular

VALS Typology:Fulfilleds ,
Experiencers, Actualizers,
Achievers
Loyalty Level:Brand
Insistence, Band loyalty,

 Proposed Target Market Strategy

We will be offering two new products for our customers. One is Bloop sugar free ice cream and
another is BloopKulfi and Bloop pipe ice cream. For this two products our targeting strategy will
be completely different.
 Bloop Sugar free Ice cream:
We will use Single segment concentration strategy. Our product will be offered to the upper class
segment who are willing to pay more for our Ice creams because it has lesser health risk than

35
other ice creams. Everyone is not willing to pay premium price for ice cream. So our distribution
will be exclusive.

 Bloop Kulfi and Bloop Pipe Ice cream:

We will use product specialization strategy for BloopKulfi and Bloop pipe ice cream. This
product will be a very economic product for the mass people. We will target nearly all the
segments and distribute BloopKulfi and Bloop pipe ice cream to the whole country, each and
every city , urban, sub-urban, rural area everywhere. As BloopKulfi and Bloop pipe ice cream is
cheap people will try our ice cream and we can grab a big portion of the market by this economic
BloopKulfi and Bloop pipe ice cream.

PROPOSED VALUE PROPOSITION SET

MENTIONING SCOPES OF DISRUPTION
(PRODUCT)
We give some suggestion to Bloop for positioning in customer mind and increase the market
share through three steps of disruption and that will make their brand more effective and
update.

TECHNOLOGY

PRODUCTS SUPPLY
CHAIN

 Technology:

Bloop used the conventional processing system to produced ice-cream. For increasing the

36
productivity, they should have to use the modern machineries because they can produce the
good quality product in low cost. They have to produce their ice-cream in low temperature
extrusion to ice-cream quality that also reduce the cost.

 Supply Chain:

Bloop is still doing their business through retail shop. Bloop can introduce an application for
customers where they can provide the all information about their product and get the customer
feedback through app. On the other hand, they can introduce the social media commerce. Now
a day’s social media commerce is too much popular in Bangladesh.

 Products:
In Bangladesh, Bloop is not available everywhere because the product price is so high. So We
will want to capture the most of the areas in Bangladesh through their product to create
position in customer mind. They have to do the line extension like in rural area most of the
people preferKulfi and Pipe ice-cream. On the other hand, for premium segment we introduce
a sugar free Ice-cream. So our suggestion is very low risky for Bloop because of having
existing market’s goodwill.

 Bloop Kulfi:
We are introduced this ice-cream for the economic class of people. This is the traditional ice-
cream of Bangladesh. We will target the all over the Bangladesh though this ice-cream. We are
following the cost based pricing strategy for this ice-cream.

37
  Bloop Pipe Ice-Cream:
We are also introduced this ice-cream for the economic class of people. This is the most
favorite ice cream of rural areas kids. We are targeting the rural areas kids through this ice-
cream. We are following the cost based pricing strategy for this ice-cream.

 Bloop Sugar Free Ice-cream:

We are introduced the sugar free ice-cream for the premium segment people who are too much
38
conscious about their health. We are targeted the urban areas of the Bangladesh. We are
following the value based pricing strategy for this ice-cream.

39
 CHASM STRATEGIES:
The Chasm strategy means moving the product from early adopters to early majority and late
majority.
As Bloop is declining their business because of cannot capture the target market. For that we are
giving some suggestion to grow business of Bloop. After the visionaries’ period we are falling
into chasm, after the crossing the chasm period, everything is going to crystal clear and easy for
the company.

 Innovators (roughly 5% of the market)

Less of people in Bangladesh who do not like to try new product. So, we are introducing the low
price product and that is famous in sub urban and rural areas. We give the incentive to the retailer
because they work as an ambassador for our product. We also give the free ice-cream to the
students for the first time. We will introduce a sugar free ice-cream for the health conscious
people. Those people are cannot take ice-cream because of calories.

 Early Adopters: (15%)

In this stage, we give the more incentives to the customers and retailers so that they become
more excited about our product. So we are targeted the huge segment that is not covered by the
frozen dessert industry.
Price is too much sensitive in this industry. People are not like to spend the big amount for frozen
dessert purpose. We will provide the discount offer to the students in different school and college
area for positive word of mouth purpose. We will plan the puzzle game for the students. We will
arrange a party for media and food bloggers to provide the positive review in face book,
Instagram, YouTube, snap chat, and in their blog site. For sugar free, we will collect some doctor
review that it is good for health and people can take this ice-cream without any issue.

40
Steps for crossing the chasm from Early Adopter to Early Majority

 We will target the economic and premium segment to capture the market.
 We will provide different kind of incentive to the customers so that we can get enough
word of mouth recognition.
 We will do the survey after the launch the product and we collect the feedback as soon as
possible from the customers because we can solve our problems immediately.
 We will launch an application for customers where customers get the all information and
provide the feedback through app.
 We are focusing the large market segment, so we do the focus on cost based pricing and
for the premium segment we focus on value based pricing.
 Distribute the product through the retail, online shop and Ice-cream Van Pallor.
 We will hire the perfect people for the services.
 We will do affiliate marketing.

 Early Majority: (40%)

Pragmatists like to buy from market leaders. Pragmatists critically reference within their peer
group before committing to major technology investment. We have to look after that the
customer gets the positive review about our product. We will create customer awareness program
through promotional activities.
 Late Majority: (25%)
Conservatives, like early adopters. They are influenced by early adopters and early majority. We
have to provide the good quality product and service to grab the attention of late majority.

 Laggards: (15%)
41
In this stage, those people have no option to adopt. There are some people who always like
frozen dessert of Golden harvest. They are not looking for other companies or technology.

NEW POSITIONING STATEMENT WITH BRAND

ESSENCE

 The audience and context:

 For the Kulfi , Pipe Ice-cream, Sugar free Ice cream -

Audience- Bloop will be focusing on the consumers who are fun lover as well as concerned
about their health. At the same time wants to try new variety of products with delight taste in it.
Bloop have to make sure that the new products are accepted by the customers that is launched.
Context- As people nowadays enjoys celebrations and celebrates every occasion in a fun note,
Bloop will be added to be a part of the celebration as it is ensuring quality product with low price
for young generation for all the three products being launched.

 Positioning by benefits:

 For Kulfiand Pipe Ice cream -

• Emotional benefits: Bloop will give a traditional and authentic gesture by adding the Kulfi
and Pipe addition in their product range which will make their customers feel part of the
tradition, healthier, safe and trustable.
• Functional benefits: Hygienic quality product which helps reduce dehydration, improves
energy level for the body and have good amount of protein present.
• Positioning by values: Bloop assures that whatever the consumers are having is good for
their health as well as they will be getting the fun fact with affordable price they were looking
for in that product because that’s what the brand has been focusing on with their new product.

 For the Sugar Free Ice-cream – Chocolate and Vanilla

• Emotional benefits: Bloop will give a premium and authentic secure gesture by adding the
sugar free edition in their product range which will make their customers feel part of the
healthier, safe and trustable.
• Functional benefits: Hygienic quality product with heath benefit attributes which helps in
low consumption of fat helping to be safe from heart diseases, diabetes.
42
• Positioning by values: Bloop assures that whatever the consumers are having is good for their
health as well as they will be getting the fun fact with affordable price they were looking for in
that product because that’s what the brand has been focusing on with their new product. The
sugar free ice cream is designed for customers who are highly health conscious.

THE NEW POSITIONING STRATEGY

With brand essence according to the above given situations are as follows
 Brand Functions: Frozen Foods and beverages
 Descriptive Modifier: Healthy, nutritious, different taste, good for health conscious
people
 Emotional Modifier: Safety, part of the tradition, trendy, warmth, trust, healthiness


ARRAY OF THE BRANDING FOR THE PURPOSED

OF SBU
43
House of Brands-

Show Endorser-
Bloop can be the endorser of various shows and programs like cooking shows, different
competitions that occur in schools, colleges and universities and health care talk shows or debate
competitions. Bloopnot will be endorsing this programs but will also be an active part of the
entire procedure.

Token Endorsement-
Bloop will bring kulfi and Pipe Ice cream for the young generation.They will go for the Sugar
free edition of Chocolate and vanilla for those who are having health consciousness. The kulfi
44
and pipe ice-cream can be made with funny taglines and interesting ingredients to make the
young enthusiastic likes it more.

EIGHT STAGES OF THE NEW PRICING STRATEGY

FOR BLOOP

1. Reverse Cost-Plus:
We will do the pricing strategy based on the cost based pricing strategy with the
expansion of the growth strategy. We will have targeted the large segment, so we have to
45
 reduce the price because Bangladeshi people are price sensitive. people can afford the
Ice-cream. For the economic segment, we do the cost based pricing strategy. So we
introduce the Kulfi and pipe ice-cream in the market and those are good quality products.

2. Value based pricing:

We are introducing the sugar free ice-cream in premium segment. So we are
doing the value based pricing strategy for this segment. Most of the people are
not having ice-cream because of calories. So we traget the people who are health
consious. So we cha
a. Customer Segment Pricing:We will design special pricing for students.
because our main customers are young generation. We will give the 10%
discount of the student for first purchase. On the other hand, we will
introduce the sugar free Ice-cream for health conscious people. We will
try to give their proper information about the product.

Name Price
BloopKaulfi 10 Taka
Bloop Pipe Ice-cream 5 Taka
Bloop Sugar Free ( 1000ml) 450 Taka
Bloop Sugar Free (5000ml) 1050 taka

3. Price sensitivity: We are targeted the mass market. The people in Bangladesh
are too much sensitive about price. So we offer the good quality product in less
price so that they cannot switch the brand. For the premium segment, we apply
the value added pricing strategy.

4. Customer costs:To reduce the customer cost and increasing the market demand, we will
take some steps. Like, we will assure that customer get the product in his/her nearby
shop.

5. Individual or bundle offer pricing:We will give the discount to the loyal customers. We
will provide the app, where they can get the referral code. If they purchase in bulk
amount, then they get the discount. We will try to make our individual customers to loyal
customers. We will always provide the bundle offer to the customer to grab the market
share.

6. Emotion pricing strategy:

46
 We will maintain the transparent pricing system. There is no hidden price. Each
and every element are should be in the upper body, that should be clear. For this
things, we will gain positive pricing strategy and grab the more customer
attention and loyalty. Our discount policy should be clear and that is visible in
our social media such as Facebook page and Instagram page, our own website
and mobile application software to ensure credibility and trustworthiness

7. Competitor reaction: We are introducing new products in the market that is not captured
by the competitor. So we think competitors also want to grab the market through their
product. So we will have to create strong position in customer mind.

8. Point of sales: We will try to establish fair pricing strategy for all the stakeholders. We
will continuously try to improve our products and service both online and traditional
platform.

DISTRIBUTION
1. Direct Distribution:
Bloop usually doing the indirect distribution strategy to serve their products in market.

2. Multichannel Distribution:
We will be doing the multi-channel distribution strategy to serve our product in the market.
We will use the website for online selling purpose where customer can understand price and
details information about the products. We will also introduce the app for this purpose. On
the other hand, we will sell the product through retail shop and ice-cream van parlour.

47
 Mobile Bloop Websites
Apps

Retail shop

Types of Selected Distribution Strategy-

1. Intensive Distribution: We will be doing the intensive distribution for kulfi and pipe ice-
cream that is only introduced for mass people of Bangladesh We will use our multi-
channel activities to purchase the product. We will use website and app for selling the
product. Our product price is low so we have to assure that all kind of shop keep our
product.

2. Exclusive distribution: We will do the exclusive distribution for sugar free ice-cream.
That is also create the Brand image. We also use the multi-channel activities to sell the
product. We will give the ice-cream in the prime area in Bangladesh like; Uttara,
Bashundhara, Dhanmondi, Bannani, Gulshan, Main city in the other divisions.

4 Points Navigation Model for our Distribution Strategy-

a. Reach: Firstly, we have to select the area where customers get the necessary information
about the product. We are targeting the mass people so we should have to strong our
supply chain to reach the customers. We will have to provide the ice-cream refrigerator as
soon as possible to every shop. There is no electricity, for this area we should have to
provide the ice box where they can keep the ice-cream easily.Customer find it convenient
to reach to us.

48
b. Affiliation:We have to create the affiliation between customer and retailers. We will
make sure that people get the ice-cream in nearby shop. For the online purchase, we will
make sure the privacy and security are maintained properly.

c. Richness: We will try to fulfill the customer demands and needs through our products.
Ice-cream is a seasonal product.We will introduce the low price product for fulfill the
demand of economic people in Bangladesh. The customer can contact with us through
website, app and hot line numbers. We will able to build strong relationship through our
products and service.

d. Range: To meet the customer demand, we already have lots of product variation. We
produce ice-cream for all kind of products. People can option, they choose their desire
ice-cream form us. We have product for economic class, middle class and upper class
people. We introduce the kulfi and pipe ice-cream for economic class people.

INTEGRATED MARKETING COMMUNICATION

(IMC)
 Setting Objectives:
For BloopIcecream new edition of Kulfi and Pipe ice-cream along with the sugar free
edition, we will use the “Hierarchy of Effects Model” of advertising.

49
  Awareness :
For the brand awareness of Bloop , we will be doing:

 Social Media Games through Instagram& Facebook and Snapchat stickers will be
created to interact with customers
 Display of the product in departmental, super and local grocery stores
 We will provide sample of the pipe, kulfi and sugar free
ice cream in small quantity andexciting chilling
(slash)
 Events for current customer, “ We will run the regular events with NGOs.

 Knowledge:
We will let our consumers and targeted customers know about our product with its
functionalbenefits that Bloop ice cream already promised which is quality assured
product with fun factor. As today’s generation is very health conscious, they seek the
proper nutrients in beverages and foods they eat.The best part is of the products would be
it clearly illustrates hygienic ingredients with proper nutrient and health benefits. For the
emotional benefits, we will use our celebrity Mr. Zahid Hassan who will show knowledge
and humor togetherly.

 Liking:
We will increase the positive attitude of our customers through doing CSR associated with
street children and with Jaago Foundation. These activities will be shown in Social Media
and part of our documentary so that a positive image creates in front of the consumers.

 Preference:
After showing all the health benefit as well as interesting engagement programs and
presenting our CSR activities our consumer will feel the same a good gesture and examine
the quality of Bloop Ice cream. We are hoping that they will get attached to our product

50
and engage in all the promotions and gradually will be successful in building the brand
loyalty.

 Conviction:
The main element of developing the confidence level of the customers is even though we
are introducing our new product we are in the frozen sector. We are ensuring that both of
our products new and old are healthy and satisfactory to consume. This way we will
convince them.

 Purchase:
After building the confidence level and sampling our new product, our consumer will
purchase our productCampaign Budget: in BDT : Around 20 Lakh( budget for
content/media/sales promo/PR/Digital detailed in the table)
Campaign Time frame: All of our ads will be shown upto 2 months of huge promotions
and special promotional activities will be there prior 15 days of the launching event. Just
one thing will be run upto 6 months
long and that is CSR event with Jaago Foundation.

Interactive
Marketing
Direct
Marketing
Personal
Sellings Support
Sales
Specifics Ad Promotion PR
Media

Awareness 50% 40% 35% 70% 45% 30% 25%

Knowledge 35% 30% 25% 55% 30% 25% 20%

Liking&
Preference 25% 20% 15% 45% 25% 15% 10%
Conviction 20% 15% 10% 30% 15% 10% 5%
Purchase 15% 10% 5% 25% 10% 5% 5%

51
IMC Tool Mix List: (Mediamix Table)
a.
Typ Sub types Platforms Channels / Spot Placem Timing of Dail Tim
e of name of the ad ent airing the ad y e
Me publication timin media Freq Fra
dia g vehicle uenc me
(name y of
of the the
progra cam
ms) paig
n
Pers Social FB, n/a Cont Bloop Leisure n/a 2
onal Media Instagram inou Ice- Time from mont
,snapchat s for cream 6pm to 12 hs
, website 2 online pm
mont page
hs
You tube n/a Cont n/a n/a n/a 2
ADS inou mont
s for hs
2
mont
hs
Mobile Direct n/a Twic n/a n/a n/a 2
Marketin texting e time
g form the befor s
marketers e the
laun
chin
g
even
t
Other Google, n/a Twic Yahoo, n/a n/a 2
Digital yahoo, e hotmail time
( website, other befor , pdf s
search websites e the convert
engine, laun er
email, etc chin
g
even
t

52
Non Electronic TV ATN For 2 Before 8am-11am 10 For
Pers mont the and 6pm- times 2
onal hs famous 12pm mont
shows hs
BTV For 2 Before 8am-11am 2 For
mont 8pm and 6pm- times 2
hs news 12pm mont
hs
Channel I For 2 Before 8am-11am 15 For
mont 12pm and 6pm- times 2
hs news 12pm mont
hs
N tv For 2 Before 8am-11am 15 2
mont all the and 6pm- times mont
hs Athaan 12pm hs
s
GB For 2 Before 8am-11am 12 2
mont every and 6pm- times mont
hs news 12pm hs
Radio Radio Amar For 2 Before Morning,aft 6 For
mont 7pm ernoon,night times prior
hs mornin 15
g shows days
of
laun
chin
g
even
t
Radio Foorty For 2 Before Morning,aft 10 For
mont afterno ernoon,night times prior
hs on 15
shows days
of
laun
chin
g
even
t
Radio Today For 2 Before n/a 10 For
mont evening times prior
hs news 15
and days
shows of
laun
chin
g
53
 even
t
Print News Daily Star Diffe Front n/a 4 1
Paper rent page times mont
time down h
s prior
withi the
n 2 laun
mont chin
hs g
date
ProthomAlo Diffe Back n/a 3 15
rent page times days
time down prior
s the
withi laun
n 2 chin
mont g
hs date
Dhaka Diffe First n/a 3 1
Tribune rent page times day
time prior
s the
withi even
n 2 t and
mont after
hs the
even
t and
on
the
even
t day
ShomoKaal Diffe Enterta n/a 2
rent inment times
time page
s
withi
n 2
mont
hs
Magazine Ice Today 1 Bookm n/a 1 With
time ark time 15
days
of
prior
even
54
 t
Economist 1 Back n/a 1 With
time page time 15
days
of
prior
even
t
Mirror 2 bookma n/a 1 With
time rk time 15
days
of
prior
even
t
Business 2 Back n/a 1 With
Today time page time 15
days
of
prior
even
t
Support billboard, Dhanmondi, For n/a In every 15 n/a For
Media walls, Infront of 15 minutes 15
public raddisson, days days
property Bashundhara,
poster, Mirpur,uttara
etc)
Mobile Texting gp 4 n/a 4 times n/a Prior
using the days 15
telecom days
companie of
s even
t
Direct Sales All retail 6 n/an n/a n/a n/a
Marketin person distributors mont
g/Persona hs
l Selling

55
b.
Contact Points Details IMC Tools

, BTV, Channel I,ATN

Broadcasting: TV
Ads, Sponsored Events

,
Radio Today, Radio Foorti,
Radio
Broadcasting: Radio (non Personal Ads, Jocket
Radio Amar
Endorsement

Print: Dailies, Magazines. Non Personal Prothom-Alo, ,

Daily Star, Print Advertisements
Dhaka
Tribune,
Shomokal,Mir
ror,Business
Today
Facebook, Instagram,
Digital: Social Media (personal) Direct Marketing
Snapchat, Youtube
Interactive/ Digital: Mobile app, text,
Bloop app in Play Store Direct Marketing
phone calls (personal)
Digital: Website Link of website Indirect, Direct Marketing

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 Facebook (Jaago
Digital: Community/ Public pages
Jaago.com
Foundation, , Indirect, Direct Marketing
online reviews
RoohAfza),
NSU, IUB, AIUB, Jamuna
PR, Direct Marketing,
Interactive: Activations (personal) Future Park, Bashundhara
City, Indirect Marketing
Master
mind
school,
Schola
stica,
DPS
Support Media: Billboards, Mobile
Inside Dhaka (Mobile Ads, Publicity, Direct
Billboards, aerial etc. (personal/non-
Billboeards) Marketing
personal
Digital: SEO and paid ads on SM Ads on Facebook,
Ads
Instagram, Youtube,
platforms Google

CONTENT DEVELOPMENT

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  Message:
We will use two emotional appeals “Humor” and “Heath Consciousness”. The Humor ad will be
presented by Zahid Hassan and “Heath Conscious advise from a Dentist and Bipasha Hayat will
be present in ads of health advise.

Humor- “ Porena Choker Polok, TomarchokhedekhiamiBloop r jholok”

Health Conscious- “ HaveBloop and avoid sugar”,it is not expensive

Face- The celebrity –Zahid Hassan and Bipasha Hayat will be in our TVC.

 Digital Marketing
a. Display Advertising: We will use the pop up ads in Instagram, Facebook and Youtube and on
digital billboards and in websites all under the paid media.

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b. Social Media Marketing: The ads and promotions will be done through Facebook
Page,Instagram page, Youtube, Snapchat stickers

c. Video/Viral Marketing: Video marketing will be done through our celebrity

endorsement,Zahid Hassan and Bipasha Hayat.

d. Affiliated Marketing: On Facebook, chaldal.com and deligram will advertise our product on
their page andkeep them in their stock for online order.

e. Referral Marketing: We will visit universities,schools and colleges such as NSU, IUB,
AIUB,DPS,Scolastica under BTL and setup gaming system, selfie contest with friends along
with our booth, and will provide samples of our new edition product. We will also set up our
kiosks and Portable vans in Shopping malls.

 Mobile Marketing:

a. Mobile App: We developed an app for Bloop inlcuding some features like-

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 SALES PROMOTION
Customer oriented Promotion (B2C):

 Sampling: We will provide free samples of Bloop pipe and kulfiicecreamin our selected
contact points such as, NSU, IUB, AIUB, Jamuna Future Park, Bashundhara City,
Mastermind school, Scolastica and a concert.

 Coupons: QR Codes will be given in the sticks and packets of ice cream and those code
will be scanthrough Bloop app. After scanning the customers will get instant coupon
benefits with 10/20 tk of mobile recharge and Bkashcashback.

 Premiums: Free gifts will be provided such as Bloop logo T-Shirts, Bloop loyalty
card,small packet tissue packet. Also a box of sugar free container will be provided for
the winners of the customization contest customers.

 Contest: Online contest through the app for self Customization and selfie contest shared
in our Fb and instragram groups .
Trade Oriented Promotions (B2B):

 POP Displays: We will display our product in departmental, super and local stores
likethe given picture

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  Promotional Allowance: Same as affiliated marketing

 Slotting Allowance: For our new product we will pay the retailer to display themin their
store.

 Salesman: One salesperson will be hired for premium super shops like Agora and
Unimart and they will do personal promotion.

PR RELATION
We will associate with renowned charity Jaago Foundation to run CSR activities with them for
the first 6 months . We will arrange a press briefing with the Korvi Rakshand as he is the CEO
and Founder of Jaago foundation.

 Cause related marketing:

We are not here just to sell our ice cream and make profit. It is our responsibility to share our
profit with those who needs them. Whenever any customer buys Bloop sugar free Ice cream we
will share certain amount of money to National Institute of Cancer Research & Hospital to help
Cancer patients.
If customer buys 1LBloop sugar free Ice cream we will share 15 taka.
If customer buys 500mlBloop sugar free Ice cream we will share 7.5 taka.

 Support Media:
 Third party:Bangladesh Standards and Testing Instittution” (BSTI) will be invited to our
factory to justify the manufacturing process and hygiene factory and will testify our ice
creams quality that will create credibility among all the customers.
 Celebrity endorsement: Zahid Hasan and BipashaHayatwillbe our brand
ambassador.Zahid Hasan has e very clean image from a very long time and Bipasha
Hayat has also a very clean image too. Bipasha Hayat has been appointed as a goodwill
ambassador for the global non-profit organization Save the Children in Bangladesh.
 Alternatives : Viqarunnisa school , North South University , National Ideal School ,Brac
University campus
 Outdoor marketing: We will use Digital billboards throughout the crowded places

 Relationship marketing:

Identifying Potential customers: We will launch Bloop Sugar free Ice cream and BloopKulfi
and Bloop pipe Ice cream. For these two types of product our target market will be different. One
will be economic segment with intensive distribution and another will be premium segment with
exclusive distribution. Out main competitor will be Igloo.
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One to one marketing : We will be active on social media like Facebook, Instagram, Snapchat.
So if any consumer wants to know any further details about our product or benefits or
availability we will assist them. We will share our products info to them like “sir you can try our
new sugar free Ice cream which will reduce the risk of health and tastes so good”.
Permission marketing : we will appoint Sales representatives in the super shop and after every
sale they will give the consumer a general survey form with name and contact info details and in
this form there will be a part asking permission for promotional offer sms and new product
information sms. If he agrees we will send them the promotional offers and informations through
sms.

 Cause related marketing:

We are not here just to sell our ice cream and make profit. It is our responsibility to share our
profit with those who needs them. Whenever any customer buys Bloop sugar free Ice cream we
will share certain amount of money to National Institute of Cancer Research & Hospital to help
Cancer patients.
If customer buys 1L Bloop sugar free Ice cream we will share 15 taka.
If customer buys 500ml Bloop sugar free Ice cream we will share 7.5 taka.

Reference
https://www.facebook.com/bloopbd/
http://www.goldenharvestbd.com/
http://www.goldenharvestbd.com/ice-cream/
https://bangladeshmonitor.com/news_update/470/Bloop-ice-cream-festival-at-Sonargaon-from-
Sept-3-

PEER Evaluation Form

Assignment: MKT 460 Final Report on Turnaround Strategies for Bloop

62
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.

5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable

Group Group Group Group Grou Group Group

Member Member Member Memb p Memb Member #7
#1 #2 #3 er #4 Mem er #6 Name:
Name: Name: Name: Name: ber Name:
#5 Takiuzzama
Ilme BM Sayed Md. Name Farhad n wise
Tahrima Joynul Mahmood Shakh : Khan
Abedin Tanim awath
Partho Hossa Nabil
n a
Saikat Binte
Habib

1. Did his/her fair share 5 5 5 5 5 5 5

of the work that was
required
2. Cooperated with 5 5 5 5 5 5 5
other group members
3. Shared 5 5 5 5 5 5 5
responsibilities and did
not try to take charge
inappropriately
4. Completed his/her 5 5 5 5 5 5 5
share of the work on
schedule

5. Always submitted 5 5 5 5 5 5 5
his/her best

effort
6. Communicated 5 5 5 5 5 5 5
thoughts and feelings
effectively

7. Was always well 5 5 5 5 5 5 5

prepared for meetings
and the actual

63
presentation.

8. Participated in, and 5 5 5 5 5 5 5

contributed to, all
relevant discussions
9. Attended group 5 5 5 5 5 5 5
meetings when required
to do so.

10. I would choose this 5 5 5 5 5 5 5

person, over all others,
to be in the same group
with me in the future.

The average for this person (1 to 5): (5), (5), (5), (5), (5), (5), (5),
(Round average for each group member to two decimal places, e.g. 4.25)

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