Igloo: using consumer decision making to stay on the top

Abstract

This report focuses mainly on the operation and execution process of Marketing, Sales & Branding 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 & customers has been discussed. As the market leader of the country’s ice cream industry with 38 percent market share at the moment, 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. Throughout the report, all the operational activities done by this department has been mentioned. On top of that, the overall marketing activities of Igloo has also been highlighted in this report from a bigger perspective. Igloo’s current market share, marketing strategies, its competitors, its straights, weaken s, threat, opportunities and its different communication strategies has been a bigger part of this report. I have tried to evaluate Igloo’s marketing activities with the CBBE model. The organization & their website is the main source 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.