Ice Cream

INTRODUCTION
Marketing
The term marketing is one that is widely used and misused. To some it has an image
of glamorous and exciting careers; to others it concerns the cynical exploitation of
consumers using a variety of means of persuasion. Certain marketing activities such
as selling and advertising are the most visible and least mysterious parts of marketing
expenditure.
In this assignment I have selected to discuss on Ice Cream. There are different
varieties of Ice Creams available in the market with lots of competition. Below are
some of the different brands, which are very well established in the market.
ICE Cream
In this table type of ice cream product is there in super market
Brand Company Size Price Packing
Kwality Pure Ice cream 140 ml Plastic
Co. LLC I litre 800 Bz Plastic
500 ml 600 Bz Plastic
120 ml 200 BZ Plastic
Unikai United Kaipara 200 ml 100 Bz Paper
Dairies (P.S.C 115 ml 100 Bz Paper
65 ml 100 Bz Paper
2 litre 700 Bz Paper
85 ml 100 Bz Paper
Ialoo Unipex Dairy 140 ml 200 Bz Plastic
1
products Co. 120 ml 200 Bz Paper
500 ml 900 Bz Plastic
110 ml 400 Bz Paper
Magma United Kaipara 120 ml 300 Bz Paper
Dairies Co.
 The Kwality produce more type of ice cream sizes.
 The Magma produces a few of sizes of ice cream.
 This brand uses paper and plastic for packing
MARKETING MIX
The marketing mix as a concept has both strategic and technical dimensions. The
strategic dimension of the marketing mix is primarily concerned with decisions about
the relative importance of the mix elements for a particular product-market
combination. Promotion and particularly television advertising. For example, may
play a key role in the marketing mix for fast-moving consumer goods, but may be
almost irrelevant for specialized industrial goods.
The table is about communication mix:
Kwality Unikai Igloo Magma
Sales promotion √ √ √ √
Sales promotion X X X X
Public reflection √ √ √ √
and publicity
Personal selling √ √ √ √
2
The kwality company use a lot of communication such as advertising, public relation
and publicity but it does not use sales promotion because the sales promotion is very
expensive and don’t move the product sales and also, the other company use some
communication because this way is very easy for companies.
The new brand name is ‘DATES ICE CREAM’. This type of product in Oman is
very rare product. It is simple covered by all school children’s and the youngsters.
This type of ice cream is very strength to health, and highly movable good daily. Any
one interest to start this product, who can invest very small investments.
In Oman market, this product will be a different. At present so many Ice cream
product is coming such as Zain, Igloo, Unikai, Kwality and other brands. This type of
product we can easily stand in the market, easily pickup in sales line. When compare
other products the Kwality Products is now leading sales in Oman. There are
different sizes are present in products and highly taste also their sales technique. This
type of product can’t affect any other goods.
Decided to product ‘Family Pack’. This is better for economy and money save. In all
products must be product this family pack, but the normal sizes should be product
each items
Mostly this product will be purchased by foodstuff shops and ice creams bars and
cafeterias and coffee shops. Some bars, pubs and hotels will be purchasing this type
of ice creams.
3
Depends upon sales in market and starting it will be small quantity like as 100 to 200
cartons. This product target will be monthly 2000 to 5000 Rials against sales.
The selected name for this Date Ice creams is as ‘Nahla’. This will be a general
design and common for all. Nahla may the Date’s Tree or any other name to mind it
easily.
Sizes should in various sizes of product, because the buyers should identify easily. It
should be economy. There are four sizes Viz., 35 ml, 70 ml, 150 ml & 400 ml and
Family pack is 400 ml.
The prices should be very economy and the consumer will be the customer. The
prices will be for 35 ml 0.050 Bz, 70 ml 0.100 Bz, 150 ml 0.200 Bz and 400 ml 500
Bz.
Initially own sales by own vehicle, if it will be good sales after arranging some sales
representatives by Omani Nationals with own behicle or the company will arrange the
vehicle, better by sales representative by commission basis.
For better quality no need advertisement and free items. But this type will be better
and initially to start/to know the product each and every person in Oman market will
some free items like useful for school students and draws will be introduced.
4
Marketing Communication Mix: The marketing communication mix consists of
five modes of communication:
Advertising: Any paid from of non-personal personal presentation of products and
services by an identified sponsor.
Sales Promotion: A variety of short-term incentives to encourage trial or purchase of
product or service. E.g. coupons, discounts, introductory offers, contests, etc.
Public Relations and Publicity: A variety of programs designed to promote or
protect a company’s image or its individual products. E.g. Colgate conducting dental-
check-ups at schools.
Personal Selling: Face-to-face interaction with prospective buyers of the purpose of
product presentations/demonstrations/answering queries and procuring orders. E.g.
Insurance Company’s sales executives do personal selling.
Direct Marketing: Use of mail, telephone, fax, e-mail or Internet to communicate
directly with specific customers and prospects.
5
CONCLUSION
I submit this assignment regarding the new product of Date Ice Creams to start with
Shelf Share, Market Share and Mind share. In my view of point I am gathered fully
and area wise. There is some welcome from all sides. After going through the market
I planned to complete my assignment on the product Ice cream. I referred lots of
references to complete this project, like the books in the library, visited supermarkets
and Internet for additional information and pricing of the products.

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INTRODUCTION

of glamorous and exciting careers; to others it concerns the cynical exploitation of

consumers using a variety of means of persuasion. Certain marketing activities such

In this table type of ice cream product is there in super market

Brand Company Size Price Packing

Kwality Pure Ice cream 140 ml Plastic

Co. LLC I litre 800 Bz Plastic

500 ml 600 Bz Plastic

120 ml 200 BZ Plastic

Unikai United Kaipara 200 ml 100 Bz Paper

Dairies (P.S.C 115 ml 100 Bz Paper

2 litre 700 Bz Paper

Ialoo Unipex Dairy 140 ml 200 Bz Plastic

500 ml 900 Bz Plastic

110 ml 400 Bz Paper

Magma United Kaipara 120 ml 300 Bz Paper

 The Kwality produce more type of ice cream sizes.

 The Magma produces a few of sizes of ice cream.

 This brand uses paper and plastic for packing

the relative importance of the mix elements for a particular product-market

combination. Promotion and particularly television advertising. For example, may

almost irrelevant for specialized industrial goods.

The table is about communication mix:

Kwality Unikai Igloo Magma

communication because this way is very easy for companies.

type of product can’t affect any other goods.

Family pack is 400 ml.

vehicle, better by sales representative by commission basis.

five modes of communication:

Advertising: Any paid from of non-personal personal presentation of products and

services by an identified sponsor.

Sales Promotion: A variety of short-term incentives to encourage trial or purchase of

product or service. E.g. coupons, discounts, introductory offers, contests, etc.

Public Relations and Publicity: A variety of programs designed to promote or

Personal Selling: Face-to-face interaction with prospective buyers of the purpose of

product presentations/demonstrations/answering queries and procuring orders. E.g.

Insurance Company’s sales executives do personal selling.

Direct Marketing: Use of mail, telephone, fax, e-mail or Internet to communicate

directly with specific customers and prospects.

I planned to complete my assignment on the product Ice cream. I referred lots of

and Internet for additional information and pricing of the products.

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