Internship Report on Igloo Ice Cream and Its Retail Survey

Abstract

Igloo Ice Cream and Milk Unit is the very crucial concerns and Strategic Business Unit (SBU’s) of Abdul Monem Ltd. Igloo Ice Cream started its journey in the years of 1964 and successfully run its business with 86 flavors of Igloo Ice Cream. The industry of Ice cream is growing day by day. Nowadays, the size Ice cream industry is about 1200 crore per year and igloo Ice Cream is successfully holding 60% of the market share to operate their business successfully. Nevertheless, igloo ice cream is trying very hard to grab more market share from competitors by intensive competition. Igloo Ice cream has used its retail promotion tools to expand its business because retailers have played a vital rule to influence consumer buying behavior processes and used integrated marketing tools to reach the customers. Igloo Ice Cream authorities evaluate their business operations and expect sustainable business growth. Every year they arrange retail surveys to know about how to operate the business at the leading position in the retail segment as well as knew about Igloo products’ image, problems faced by the retailers and their stakeholders. This report is part of these retail survey operations in 2018. In that retail survey, it explores the business performance of Igloo ice cream in the retail segment and measures the effectiveness of Integrated Marketing Communications (IMC) strategies. By this retail survey operation there are lots of findings and information collected by me which adds insight about the ground reality of retail segment, number of freezers existing in single territory, the condition of freezers, where actually the freezers are located, functional problems of the freezers for example freezers lock & glass, wheel, sticker, signboard, compressor, light, complaints against damage product collection, retailers wanted credit products but never provided, complaint of changing less cooling freezers to collect new one and knowledge about the competitors’ business etc. By collecting, analyzing, findings, interpreting this information Igloo Ice cream authorities knew the information about their business operations, stakeholders, competitors as well their perceptual positioning in the retail segment. These findings may help, decision-makers at Igloo, formulating proper strategies for business expansion and grabbing more market share in Ice-cream market primarily in Dhaka city and eventually cementing their leadership position in the Ice-cream Industry.