Branding and Communication Strategy of Launching a New Frozen Food Brand: “Delifrost”

Abstract

Igloo Foods Ltd, Is a Business concern of Abdul Monem Ltd. Igloo Foods mainly works with the snacks item but this time Igloo Foods is coming up with the new product, Frozen food for the consumer line. With the name of Délifrost. The report topic is ,”Branding and Communication Strategy of Launching a New Frozen Food Brand: “Delifrost”. For doing this report there were many steps and analysis. The first is the competitor’s analysis, I found, Golden harvest is said to be the main market leader of frozen food of Bangladesh. Then Kazi Farms is new brand in this sector but they has come up with a new type of branding and they have already created a loyal customer group by their outlets. And there are some other competitors. And they are providing their product with many propositions. For tackling with the product competitors, Delifrost is mainly concerned with their new marketing strategy; Delifrost is building their marketing strategy by, ATL, BTL, TTL, Trade marketing strategy. For market analysisthe questionnaire survey was conducted among 50 frozen food consumers and customers with different age level and occupation. To know how their choosing their frozen food brands for consumption. And I found, The consumers of frozen foods products are mainly buying Roti and Paratha. After roti and paratha the meat based items like, Sausages and meat balls are popular. And the present customers do don’t buy the frozen foods products regularly. Urban peoples are mainly buying the frozen foods items from the super shops and they are really comfortable with buying the frozen foods from there. Delifrost is trying to capture the new market as well as the established market created by the other competitors. And that’s why they are putting an effort to their marketing and branding strategy.