Igloo: building long-term relationship through corporate sales

Abstract

This report focuses mainly on the operation and execution process of Corporate Sales, Channel Development & Public Relation department of country’s largest Ice Cream brand, Igloo. In this report, all the practices done by Igloo to build up long term relationship with its clients has been mentioned. As the market leader of the country’s ice cream industry, Igloo has always been concerned to come up with new business plan in order to maintain the market share and keeping them ahead from the competitors. Launching a new department called Corporate Sales to build and maintain the customer relationship is one of the few approaches. Throughout the report, all the operational activities done by this department has been mentioned. On top of that, the overall marketing activates of Igloo has also been highlighted in this report from a bigger perspective. Igloo’s current market share, marketing strategies, its competitors, its straights, weakens, threat, opportunities and its different communication strategies has been a bigger part of this report. I have tried to evaluate Igloo’s marketing activates with different marketing theories such as “Corporate Marketing Mix”, “SERVQUAL Index” etc. Both the Primary and Secondary data have been used to conduct this study. The consumer survey and organization is the main sources of the Primary data used in this report. Different scholarly articles and publications has been used as a source of secondary data. Various news articles have also been used to conduct this report