Consumer behavior analysis of bloop Ice Cream

Abstract

The ice-cream industry in Bangladesh has been here from the 1950’s. Igloo is one of the oldest and most popular in the ice-cream industry of Bangladesh followed by the popular brand Polar. The ice-cream industry of Bangladesh is worth over 500 crores. The major player in the ice cream market is Igloo, as they 40-15% market share and has been a leader in the ice-cream market industry since, 1997. They are the pioneering ice cream company in Bangladesh. They started their operation in Chittagong and has been going on since 1964.The ice cream market of Bangladesh, is oligopoly. After that, there has been a lot of players in the ice cream industry. They are Polar, Kwality, Bellissimo, Zaa and Zee etc. The industry has become way more competitive than it was ever before. Bloop Ice Cream, belongs to the parent company called Golden Harvest Ltd and entered market during the first week of April in 2013. Golden Harvest already had their expertise on, cold chains. Bloop ice-cream, is very different from all the other brands, as the other brands usually focus on their products, ingredients and taste but Bloop on the other hand tried to be vibrant, fun and humorous. They, completely went for a different approach with unique billboard and TVC advertisements. They were able to create a big buzz in the ice-cream industry. Bloop, soon fell apart in ranks in terms of taste, brand identity and consumer preference compared to their competitors. This report, focuses on why they fell apart and the recommendations they need to make a comeback as a great brand again.