An Internship Report

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

Prepared by
Aminul Islam
BBA Program 2013 (Spring13 Batch)
ID No: 111 131 301

Prepared For
Muhammad Rehan Masoom
Assistant Professor - Sociology

Department of Marketing
School of Business & Economics
United International University

Date of Submission
th
25 May 2018
 Letter Of Transmittal

May 25, 2018

Muhammad Rehan Masoom
Assistant Professor
School of Business & Economics
United International University

Subject: Submission of Internship Report.

Sir,
It’s my pleasure to submit the internship report on, “Branding and communication Strategy of
launching a new product: Délifrost”. This internship report is submitted as a part of the
partial fulfilment of the BBA program.
This report titled, “Branding and communication Strategy of launching a new product:
Délifrost”. This report discusses various aspect of branding and communication strategy of
launching a new product by Igloo Foods Ltd, Abdul Monem Ltd.
I would like to thank you very much for giving me the opportunity to make the study at Igloo
Foods Ltd, Abdul Monem Ltd which added value to my learning in a real-life experience.
Any query regarding the report will be appreciated. Sincerely,

...................................
Aminul Islam
th
ID: 111 131 301, Spring13 Batch
Department of Marketing
United International University
 Declaration

th
I am Aminul Islam, ID: 111 131 301 from Spring13 Batch hereby declare that the presented
report titled ”Branding and Communication Strategy of Launching a New Frozen Food
Brand: “Delifrost” is prepared by me. I also confirm that the report is prepared only for the
requirement of competition of BBA Degree, not for any other purpose.

...................................
Aminul Islam
th
ID: 111 131 301, Spring13 Batch
Department of Marketing
United International University
 Certificate from Supervisor

This is to certify that the presented internship report entitled, “Branding and communication
Strategy of launching a new product: Délifrost” has been carried by Aminul Islam, ID No.
th
111 131 301, BBA Program - spring13 Batch, Department of Marketing, United
International University, under my direct supervision.
During the period of internship program Aminul Islam has performed all of her assigned
works and duties with our satisfaction. I have supervised him from the beginning of his
internship period.
He is wished all the best in his effort.

…………………………………
Asif Mahmood Abbas
Deputy Manager, branding & Engineering
Management, Frozen Foods Unit, Igloo Foods Ltd,
Abdul Monem Ltd
 Acknowledgement

At first I would like to thank Almighty Allah who has given me the opportunity to complete
my report successfully as a mandatory requirement of BBA program.
While preparing the report, I received active co-operations from my supervisor, Asif
Mahmood Abbas, Deputy Manager, branding & Engineering Management, Frozen Foods
Unit, Igloo Foods Ltd, Abdul Monem Ltd. and other officers of Igloo Foods Ltd. I sincerely
express my heart- felt gratitude from their co-operation, which helped me to complete this
report. And they gave me some important information to enrich this report.
I would like to thank and convey my respect to my honorable teacher, my supervisor,
Muhammad Rehan Masoom, Assistant Professor – Sociology, School of Business &
Economics. for giving me his valuable advice, guidance, time and all the necessary things to
complete my report. His continuous supervision has inspired me to make more valuable
report based on in depth analysis.
 Executive Summery

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.
Table of Content

1 Introduction ............................................................................................................................. 4
1.1 Background ........................................................................................................................... 4
1.2 Rationale of the study ........................................................................................................... 4
1.3 Objective of the study ........................................................................................................... 4
1.3.1 Broad Objective: ............................................................................................................ 5
1.3.2 Specific Objectives: ....................................................................................................... 5
1.4 Statement of the problem..................................................................................................... 5
1.5 Limitation of the study .......................................................................................................... 5
2 Literature Review ...................................................................................................................... 7
2.1 Attribute................................................................................................................................ 8
2.1.1 Hygiene and Convenience: ............................................................................................ 8
2.1.2 Quality: .......................................................................................................................... 8
2.2 Pricing ................................................................................................................................... 8
2.3 Availability ............................................................................................................................. 9
2.4 Taste...................................................................................................................................... 9
3 Methodology .......................................................................................................................... 10
3.1 Proposed conceptual model ............................................................................................... 10
3.2 Research Questions and Hypotheses .................................................................................. 11
3.3 Research Design .................................................................................................................. 11
3.4 Sampling Process: ............................................................................................................... 11
3.5 Data collection .................................................................................................................... 12
3.5.1 Primary source: ........................................................................................................... 12
3.5.2 Secondary sources: ..................................................................................................... 12
3.6 Survey Instruments ............................................................................................................. 12
3.7 Data analysis and interpretation ......................................................................................... 12
4 Overview of the Frozen Food Industry ................................................................................... 13
4.1 Category of frozen food products ....................................................................................... 13
4.1.1 Frozen fruit and vegetable: ......................................................................................... 13
4.1.2 Frozen fish: .................................................................................................................. 13
4.1.3 Wheat based frozen food: ........................................................................................... 13
4.2 Company Overview ............................................................................................................. 14
4.2.1 Summary of Company Profile ...................................................................................... 14

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 4.2.2 Company’s Objective ................................................................................................... 14
4.2.3 Business Concerns ....................................................................................................... 14
4.2.4 Igloo Foods Ltd. - Nature of the Business .................................................................... 15
4.2.5 Major business wings of Igloo Foods Ltd. .................................................................... 15
4.2.6 Frozen Food Distribution ............................................................................................. 15
4.2.7 Ethnic & Snack Food Production ................................................................................. 16
4.3 Overview of Délifrost .......................................................................................................... 16
4.3.1 Logo ............................................................................................................................. 16
4.3.2 Tagline ......................................................................................................................... 16
4.3.3 Product line of Délifrost .............................................................................................. 17
4.3.4 Certification ................................................................................................................. 18
4.3.5 Durability ..................................................................................................................... 18

5 Communication Planning Proposal ......................................................................................... 30

5.1 Critical 5 Questions ............................................................................................................. 30
5.2 proposed methodology overview ....................................................................................... 30
5.3 Frozen Food Market Dynamics............................................................................................ 31
5.4 Consumer Perception.......................................................................................................... 31
5.5 Objectives ........................................................................................................................... 31
5.6 Competitors Positioning ...................................................................................................... 32
5.7 Brand Positioning ................................................................................................................ 32
5.8 Target Group ....................................................................................................................... 32
5.9 Tagline Brainstorming for Delifrost ..................................................................................... 33
6 Communication Plan .............................................................................................................. 34
6.1 4P on Modern Trade ........................................................................................................... 34
6.2 Product & price ................................................................................................................... 34
6.3 Marketing Collaterals .......................................................................................................... 35
6.4 Placement ........................................................................................................................... 35
6.5 Promotion (BTL Activation) ................................................................................................. 36
6.6 Off-Store Activities .............................................................................................................. 36
6.7 PR Support .......................................................................................................................... 36
6.8 Media .................................................................................................................................. 37
6.8.1 Phase 1: Product launch .............................................................................................. 37
6.8.2 Phase 2: Awareness & Reach ...................................................................................... 37
6.9 Digital Media Plan ............................................................................................................... 37

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 6.10 Implementation .................................................................................................................. 37
7 Strategic Roadmap ................................................................................................................. 38
7.1 Stage 1 – Awareness ........................................................................................................... 38
7.1.1 Digital Marketing ......................................................................................................... 42
7.2 Stage 02 – Bonding.............................................................................................................. 45
7.2.1 Delifrost’sFoodbook ................................................................................................... 46
7.2.2 Day out plan ................................................................................................................ 47
7.3 Stage 03 – Purchase ............................................................................................................ 47
7.3.1 Delifrost Discount ........................................................................................................ 47
8 Market Survey Result: ............................................................................................................. 49
9 Conclusion................................................................................................................................. 58
10 Recommendation .......................................................................................................... .......... 59
11 Appendix ........................................................................................................................... ...... 60
12 References ........................................................................................................................... ... 64

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1. Introducton
1.1BACKGROUND
The fast-paced urban lifestyle, rising disposable income, increasing number of women in the
workforce and the resultant shortage of time along with preference for nuclear families or that
of young students and professionals living alone are major reasons behind growing
acceptance of western food and need for ‘ready to cook’ or ‘ready to eat’ food. FMCG firms
are aiming to capitalize on this trend by launching frozen or ‘ready-to-cook’ food or
microwaveable meals, ranging from traditional food like paratha, samosa to more diverse
cuisine like momo, pizza. This report contains a study on the major factors that are affecting
the consumption pattern of frozen foods in Bangladesh.

1.2RATIONALE OF THE STUDY

With the economic growth in Bangladesh, people are becoming equally busy. The hectic
schedule leaves little time for cooking meals and snack at home. Frozen food has posed as a
solution for the people who are strained trying to maintain balance between work and healthy
lifestyle.
Though frozen food has been around as an alternate for quite a long time now, in Bangladesh
it was not very popular until recently. People here were not accustomed or comfortable to the
idea of eating frozen food. But the consumption pattern is changing rapidly. Frozen food is
now a quite common eating option in urban areas. Simultaneously, the perception that frozen
food is not fresh or as healthy as homemade snacks still exists.
This report is prepared to analyze the factors that are influencing consumption pattern of
frozen foods in Bangladesh. As I have done my internship at Délifrost, Igloo foods Ltd., the
report will be focused on Délifrost. Working with this upcoming frozen food brand has been
helpful in comprehending the trend of frozen food consumption. My work experience and
preparation of this report has been insightful to the frozen food industry’s operations,
practices and consumers’ responses to those activities.

1.3OBJECTIVE OF THE STUDY

The aim of the research is to find out the factors influencing Bangladeshi people to lean
towards increased consumption of frozen food products.

1.3.1 Broad Objective:

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To identify and evaluate the factors influencing the consumption of frozen food.

1.3.2 Specific Objectives:

1. To identify the factors that make customers opt for frozen food.
2. To identify factors that influence individual’s perception towards frozen food.
3. To point out which factors are most valued to consumers regarding frozen food.
4. To determine areas marketer should be more concerned about to increase their
acceptance, image and value to customers.
5. To explore strategies of market leaders in frozen food sector for capturing the market.
6. To explore how a new brand (Délifrost) can position itself strongly in the consumer
mind.
7. To know how the competitors and leaders are doing in the industry.
8. To understand the market and which factors should be prioritized while launching a
new brand.
9. To identify reasons behind people’s preference for the existing brands.
10. To collect insight from the target market about existing brands and also their
expectations about upcoming brands.
11. To find out future possibilities and invention scope in frozen food industry.

1.4STATEMENT OF THE PROBLEM

The purpose of this study is to understand how consumer’s perception toward frozen food is
changing. Both positive and negative perceptions regarding frozen food prevail in
Bangladesh. This study takes into consideration both positive and negative consumer attitude
and then identifies some major factors that affect their buying decision.
Identified factors are then analyzed to comprehend which factor is more important to
consumers while purchasing or eating frozen food. Recommendation is given based on this
analysis as to what factors marketers should try to improve and promote.

1.5LIMITATION OF THE STUDY

Though I have faced several limitations while preparing this report, I humbly tried to make
this report complete and informative to reflect a clear picture of the regarding subject. The
main limitations I had to address were:
1. Unwillingness of respondents to complete the survey questionnaire.

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2. Insufficient information available on competitors which made the analysis on
competitors difficult to complete.
3. Scarcity of necessary data on the organization end due to privacy issues. For this
reason, detailed and structured information could not be extracted on core strategic
implementations of the company.
4. Unavailable secondary data.
5. Constraint of time for report preparation has been a challenge.
6. Understanding and analysing an entire industry’s growth, factors affecting the growth,
consumers’ dynamic behaviour pattern are vast areas that demand to take a longer
period of time for the report to be thorough, which was also limited in this
circumstance.

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2. Literature Review
History of frozen food can be traced back to as early as 1000 BC. But Clarence Birdseye is
credited with inventing in 1930 the quick-freezing method, which produces the type of frozen
foods that we know today. (“History of Frozen Foods is Long and Varied”, 2009).
Even though frozen foods were not particularly popular following their introduction into our
domestic consumer culture, changing lifestyle, higher income and creative marketing ushered
it into a new age convenience food.

Consumers often mistakenly perceive frozen food and chilled food as the same. To explain
distinctly, chilled and deli products can be defined as ‘ready to eat consumables stored at
refrigeration temperatures (chilled at 5°C) whereas frozen items need not be ready to eat and
are stored at 0° C.’ However, both of the categories require that the products are of high
quality and microbiologically safe at the time of consumption. (“Chilled And Deli Food
Market Size |
Industry Report, 2022”, 2017)

The global frozen food market size exceeded USD 250 billion in 2015. Asia Pacific is
expected to witness significant growth at a CAGR of 5.0% over the next eight years due to
rapid expansion in fast food outlets in countries such as Bangladesh, India, Singapore,
Indonesia, Malaysia and China. Growing urbanization coupled with rising disposable income
are the major factors in these countries, which have augmented consumer’s preference
towards fast food. (“Frozen Food Market Size and Share | Industry Report, 2024”, 2016)

Frozen foods industry is constantly overcoming consumers’ negative perception about the
health and wellness of frozen foods. The factors that consumers consider while purchasing
frozen foods are: Attribute (Hygiene-Quality-Convenience), Taste, Pricing, and
Availability. When placed right, these factors contribute to the growth we have been seeing
in the consumption pattern of frozen food.

2.1ATTRIBUTE
2.1.1 Hygiene and Convenience:
Busy lifestyle and growing preferences for ready to cook food due to conveniences and hygiene
is expected to remain a key driving factor for the overall industry.
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Besides the time saving factor, another convenience frozen food offers is ‘portion-controlled
packaging’ to manage serving sizes so that the leftover part is not wasted and can be easily
stored again. ‘Single-serve pouches and re-sealable packs’ make it easy for health-conscious
consumers to keep track of calorie and nutritional intake. (“Frozen Food Facts | Frozen Food
Foundation”)
2.1.2Quality:

In comparison with fresh ones in terms of shelf life, frozen meals contain maximum vitamins
and minerals. Owing to the fact that, ‘freezing preserves the products for extended periods
without any preservatives and deters against any microbial growth that causes food spoilage.
(“Frozen Food Market Size and Share | Industry Report, 2024”, September 2016)
‘Frozen foods have a memory for adverse experiences.’(Van Arsde W.B.). Consumers have
had negative perception about frozen food lacking freshness or becoming stale over the time.
But constant research and use of scientific methods to maintain the freshness throughout the
shelf life is overcoming the problem regarding ‘what happened to frozen foods between the
time they left the plant and the time they were purchased by the consumer.’
WRRC scientists developed “time-temperature tolerance” or “T-TT” work that studied
‘changes in frozen foods as they proceeded through the distribution system, determined the
deviations in the system that would still allow a satisfactory consumer product, and made
recommendations for improving the distribution system itself.’ Findings from this study are
applied to improve the ‘selection, processing, and packaging of frozen foods so that they
would better withstand adverse conditions in the distribution system’. They also sought ways
to test the product for any possible changes and if those were ‘still commercially acceptable
when they reached the retail market.’ (“Quality and Stability of Frozen Foods: Time-
Temperature Tolerance Studies and Their Significance”, 2002)

2.2PRICING

Frozen food can be an alternative to eating out for a fraction of the cost. But value is about
more than just dollars cents, it’s about delivering on consumers’ expectations of quality and
taste at affordable prices.
Frozen foods are often lower in cost per serving and have much greater shelf life than
refrigerated foods by their very nature. Frozen fruits and vegetables can also be more easily

8
portioned and stored for later use, which reduces spoilage and food waste, further increasing
consumer value. (“Frozen Food Facts | Frozen Food Foundation”)
However, large unorganized industry participants, particularly in Asia such as China and
South East Asian countries, face significant challenges regarding their price offerings and
product quality as compared to large multinational corporations. High maintenance and
logistics cost at a ‘cryogenic temperature’ for these foods are anticipated to pose an obstacle
for the industry participants. (“Frozen Food Market Size and Share | Industry Report, 2024”,
2016)

2.3AVAILABILITY
Emerging economies such as Asia, South Africa, and Brazil etc. are witnessing significant
growth in demand for frozen foods. Increase in the number of supermarkets and online stores
are expected to ensure the product availability in these countries. Availability of refrigeration
media for commercial and industrial freezing is further expected to benefit the industry
growth. Even the convenience stores at streets are now equipped to store frozen food
properly. Marketers are targeting modern trade outlets for reaching to a greater portion of
their selected segments.

2.4TASTE
Taste trumps even the most convenient and healthiest of meals. ‘The product has to taste
good.’
(SandroD’Ascanio, Heinz Canada). Otherwise, no customer will make a repeat purchase. But
good taste can be tough to deliver in frozen meal. Adding to this challenge is the obstacle of a
negative reputation or distrust among consumers that frozen food is not as fresh and would
not taste good. But the preservation process of frozen food is proven to be effective in
maintaining nutrition.
‘Within three days of vegetables being pulled from the ground, 80 per cent of vitamin C is
naturally lost from them and most ‘fresh’ food has a useful nutritional lifespan of up to five
days. Freezing food stops this nutritional depletion, and improvements in fast-freezing
technology have made it more appetizing, too, as the speed at which food is frozen has a
direct impact on its taste.

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As food freezes, moisture inside and outside it forms ice crystals. The slower something
freezes, the bigger the ice crystals become — and the more damage they do to the structure of
food, and therefore its flavor. (Prince R., 2015)

3METHODOLOGY

To conduct this study on frozen food consumption pattern, I have mainly applied quantitative
research method and qualitative method has been used for identifying triggering factors and
hypotheses. The reason for using both of the method is that qualitative method helps to gather
related data and the findings collected by qualitative method is further analyzed using
quantitative method. In this report I have used ‘survey’ method to gather statistical responses
and then backed up this research in more depth by multiple regression analysis.
Data for this research has been collected from all the related parties to the frozen food sector.
The theoretical parts are majorly based on secondary information gathered from different
scholarly journals and articles. Firsthand information has been used for the quantitative
analysis and interpretation. Primary data has been gathered from target groups through a
survey (online and in person) conducted mainly on metropolitan cities. Secondary data has
been collected from different frozen food manufacturing organizations, company websites,
personal interviews and annual reports and articles.

3.1PROPOSED CONCEPTUAL MODEL

Insight gathered from observing the frozen food industry and people’s buying and eating
pattern has led to development of few factors that are believed to affect growth of frozen food
consumption. To have a better understanding of the identified factors, a conclusive research
has been conducted. Based on these factors I have developed a mathematical model for this
research purpose. The identified variables especially needed to form the model are:
1. Attribute(Quality-Hygiene-Convenience)
2. Taste
3. Pricing
4. Availability

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3.2RESEARCH QUESTIONS AND HYPOTHESES
Considering the aim and objectives of the research and developed variables, following
research questions and hypotheses have been set. Research questions have been formulated to
clarify the information or answers that has to be discovered; which are as follows:
1. What factors influence consumers’ perception towards frozen food?
2. Which factors are most valued to consumers regarding frozen food?
3. Do the identified factors influence consumption of frozen food?
4. Does product attribute influence consumption of frozen food?
5. Does product taste influence consumption of frozen food?
6. Does product quality influence consumption of frozen food?
7. Does product availability influence consumption of frozen food?

3.3RESEARCH DESIGN
1. “Exploratory Research Design” has been used as an initial step to find out the
triggering factor. Review of related literature and interview with industry expert has
helped to identify the variables or factors being analyzed in this study.
2. Exploratory research design and overall research framework then is followed by
“Conclusive Research Design”. The hypotheses developed via exploratory research
have been tested statistically using Descriptive and Causal Research to meet the
proper accuracy on the study.

3.4SAMPLING PROCESS:
The primary objective of this research is to have a general understanding of which factors
influence the growth of wheat based frozen food. A five step process is used to determine the
probabilistic sample size.

Step 1-Define the Target population: The target population is the buyer and consumer of
frozen food. For conducting the survey a Likert scale questionnaire has been used .Majority
of the respondents aged between 18 to 24 years old. The survey was conducted in March,
2017.

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Step 2- Sampling frame: Most of the customers of frozen food are working women,
housewives, bachelors, students and member of the family who makes purchasing decision.
So, I have chosen to conduct the survey on people from this frame.

Step 3- Sampling technique: To confirm every respondent in the population has the
equivalent chance to be selected as a sample and to ensure population representative sample;
Simple Random Sampling (SRS) has been used as a sampling technique.

Step 4: Sample size: Total 100.

Step 5: Execution: Sampling has been executed by administering survey questionnaire in

faceto-face and online approach.
The structured questionnaire used to collect primary data had ‘consumption’ as dependent
variable. The variables were measured by five-point scale that ranged from strongly disagree
to strongly agree.

3.5DATA COLLECTION
3.5.1 Primary source:
Major customers of frozen foods are parents and mothers. Primary data has been collected from our
sample. Employees and officials in Délifrost, Igloo Foods Ltd., marketing agencies assigned by the
company have also served as sources. I have also collected data from different modern trade points.

3.5.2 Secondary sources:

Published journals and research data on frozen food industry of Bangladesh and studies of
global frozen food market, official website of Abdul Monem Ltd and market research data
provided by Délifrost were secondary sources.

3.6SURVEY INSTRUMENTS
Interview technique under personal survey method has been used for collecting data. The
survey has been conducted by one to one basis and asking respondents to fill up the
questionnaire and by online method (Google docs). Basic information on some key factors
regarding the research for better understanding of the questionnaire had been provided.
(Questionnaire attached in the end).

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3.7DATA ANALYSIS AND INTERPRETATION
Both quantitative and qualitative analyses have been used for analyzing collected data. And
the data have been organized and analyzed through (regression analysis) Microsoft Excel and
SPSS software. For the analysis, mean value of the variable has been calculated and then
relationship among the variables has been established through regression analysis.

4OVERVIEW OF THE FROZEN FOOD INDUSTRY

4.1CATEGORY OF FROZEN FOOD PRODUCTS

Freezing is one of the oldest and most widely used methods of food preservation, which
allows preservation of taste, texture, and nutritional value in foods better than any other
method. Frozen food market can be categorized according to the type of product. Excluding
ice cream, the classifications of frozen food are:
1. Frozen fruit and vegetable.
2. Meat based frozen food and frozen fish.
3. Wheat based frozen food.

4.1.1 Frozen fruit and vegetable:

Today in modern society, frozen fruits and vegetables constitute a large and important food group
among other frozen food products (Arthey, 1993).The main advantage of freezing preservation of
fruits is the extended usage of frozen fruits and vegetables during off-season. Additionally, these can
be transported to remote markets that could not be accessed with fresh fruit and vegetables.
Yearround further processing of fruit products is also possible such as jams, juice, and syrups from
frozen whole fruit, slices, or pulps.
4.1.2Frozen fish:
is the most common form to consumers. Fish has been preserved using freezing method for a
long time. Meat based frozen food products include ‘ready to cook’ or precooked food that is
prepared by poultry, beef etc. Some examples of meat based frozen food are: sausage, meat
ball, nuggets, pop chicken, chicken fries etc.

4.1.3 Wheat based frozen food:

are the products of which main ingredient is wheat. This type of frozen food is currently more
in demand in Bangladesh because it offers the traditional food that people here are
accustomed to. Some wheat based frozen food examples are: paratha, samosa, singara, spring
roll, rice flour roti, momo, pizza etc. Items like paratha, samosa, poori etc. are part of
traditional snacks but because of the reduction in cooking time consumers often have to skip
13
eating these items. Availability of items like frozen paratha is very convenient and
appropriate for this subcontinent. That’s why, a large portion of the total sale of frozen food
(ready to cook) come from the ‘wheat based frozen food’ category.
In preparing this report I have considered the wheat based frozen food category as Délifrost is
coming in the market primarily with wheat based frozen food.

4.2COMPANY OVERVIEW
Before describing Délifrost, a short overview of the mother company Abdul Monem Ltd. is
provided:

4.2.1 Summary of Company Profile

Name of the Company: Abdul Monem Limited (AML)
Year of Establishment: 1956
Status of the Company: Private Limited Company
Country of Registration: Registered under Registrar of joint Stock Companies, Dhaka,
Bangladesh
Number of Employee: 5000
Corporate Head Quarters: Monem Business District111, BirUttam C.R. Datta Road,
Sonargoan Road, Dhaka 1205.

4.2.2 Company’s Objective

Their objective is to achieve all short & long run goals & to maintain goodwill by using
resource optimally.

4.2.3 Business Concerns

Few of the business concerns from the expanded scope of work of Abdul Monem Ltd. are
listed below:
1. AML Construction
2. AM Beverage Unit- Coca- Cola
3. AM Securities & Financial Services Ltd
4. AM Energy Ltd
5. Novus Pharmaceuticals Ltd

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 6. Monem Business District
7. Igloo Foods Ltd
8. Am Auto Bricks Ltd
9. AM Bran Oil
10. Service engine BPO
11. Am Mango Pulp Processing Unit
12. Igloo Ice- cream Unit
13. Igloo Dairy Ltd
14. Danish bangle Emulsion Ltd
15. Abdul Monem Sugar Refinery Ltd
16. AM Asphalt & Ready Mix Concrete Ltd
17. Abdul Monem Ready Mix Concrete Unit

4.2.4 Igloo Foods Ltd. - Nature of the Business

Igloo Foods Limited is a manufacturer and marketer of high-quality, brand name food and
potato products for consumers throughout Bangladesh. The company has a strong logistical
fleet and manpower to ensure the distribution of the products across the marketplace. There
are regional offices, warehouses and depots at different strategic points accompanied by a
large transport pool to facilitate the trade.
Igloo Foods consistently makes significant investment in marketing to support out the brands.
Marketing investment enhances the consumer awareness and enhances the brand preference,
leading to long term growth in volume. Igloo Foods heighten product appeal using integrated
marketing programs through our relationships with distributors and retailers on a sustainable
basis. Products of Igloo Foods are sold through retailers, food service and corporate clients.

4.2.5 Major business wings of Igloo Foods Ltd.

Igloo Foods Limited operates with three business wings: frozen food distribution, frozen food
manufacturing, ethnic and snack food production.

4.2.6 Frozen Food Distribution

Igloo Foods Limited represents ConAgra Foods of the U.S.A for Lamb weston potato
produce – French fries, potato wedges, curly fries, criss cut, hash browns, etc. and is the
premier distributor of this top-quality product to the food service industry throughout
Bangladesh.
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4.2.6.1 Frozen Food Manufacturing
Igloo Foods Limited is getting engaged in the manufacture and export of frozen and
processed ethnic and fast food items.
4.2.7 Ethnic & Snack Food Production
Igloo Foods Limited is a leading manufacturer and distributor of snack-foods, supplying
branded and private label products to customers in Bangladesh and exploring export markets.
The brands are FOODY and Nature Fresh.

4.3OVERVIEW OF DÉLIFROST
Délifrost is the upcoming Frozen Food brand from Igloo family. Frozen food industry is
growing significantly and many frozen food brands have already saturated to capitalize on the
potential of this market. Délifrost is aiming to capture the untapped market as well as the
established market created by its competitors. Délifrost is using the Abdul Monem’s largest
cold chain network to establish the brand. Marketing and communication strategic planning
would be one of the main focus areas of Délifrost.

4.3.1 Logo

4.3.2 Tagline
“Home style Goodness” is the selected tagline of Délifrost. Délifrost wants to be positioned
as a brand that aims to maintain the homely taste in their food while the main concern being
on quality food that is hygienic and safe for consumption.

4.3.5 Durability
Products of Délifrost should remain edible for one year if those are kept on refrigerator. It
remains fresh and usable for 2-3 hours without refrigerator.

16
Marketing Mix of Délifrost
Marketing mix is the combination of factors that can be altered according to marketer’s need
to capture and promote a brand or product’s unique selling points that differentiate that
product from its competitors. The marketing mix of Délifrost are given below,
1. Product: Délifrost will be introduced with 18 different frozen food products at the first
phase. Délifrost is trying to differentiate its product in terms of homely taste and food
safety.
2. Price: Because of the presence of strong competitors, setting the price can be a
complicated matter for Délifrost. While choosing a pricing strategy it has to consider
the standard price set by competitors, cost of production and marketing, desired profit
margin etc. Pricing can also be a tool to communicate brand positioning to consumers.
For this reason, Délifrost can choose to offer its product at existing standard category
of pricing. Setting price too low can backfire because it can cause a negative impact
on customers mind. At this stage, price of Délifrost is equal as other frozen food
products available in Bangladesh. The price of Délifrost frozen foods is reasonable
and affordable for middle class people to higher income group people. Price range is
60 tk. To 230 tk.
3. Place: Délifrost is planning to launch in Dhaka and Chittagong district first. The
distribution channel is not completely ready yet. But Délifrost have access to
country’s largest cold chain network of Igloo Ice cream.

i. Modern trade: Almost all the super shops in Dhaka sell ready to eat and cook
foods along with their regular items. Along with the super shops Délifrost will
be available in most of the moderate retail stores (High Vale Shops) which are
equipped with refrigerator.
ii. Dealer Point: Délifrost has fifteen dealer points in Dhaka and one dealer point
in Sylhet.
iii. Export: Délifrost is also planning to export its products to Middle East and
European Region.
iv. Distribution channel: Before starting operation Délifrost needs to set up a
distribution channel throughout the country. The existing distribution channel
of Igloo ice-cream will be used for most retail and dealer outlets after

17
 moderating some other issues. Factory location of Délifrost is at 71/A-71/B,
Kadamtali I/A, Shampur, Dhaka-1204. Distribution channel of Délifrost:

Authorized Retail Consumers/

Dealer
Outlets End-users
Points
Délifrost HoReCA

Factory Modern End user

Trade
Employee End User
Store

Figure: Distribution Channel

At first Délifrost Factory will mainly transfer its produced products to its dealers and
distributes products to the market direct from Factory depending on distribution
viability. Dealers will distribute products through Délifrost’s provided Tri-Vans to the
retailers and wholesalers. Then, retailers will sell products to the end users.
4. Promotion: Being a new brand, Délifrost is concerned about its promotion strategy.
Instead of going for mass promotion at the beginning, Délifrost will aim its
promotional activities to its target segments and broadcast on medias that are mostly
used by these segments. For promotional planning and execution Délifrost will hire
third party advertising and social media promotion advertising agency.
So far, Délifrost has taken very little initiative to promote their frozen food product.
Recently for package designing and creative support Délifrost has signed the contract
with Jarvis Digital Limited.
Along with these four Ps there are also some other elements of marketing mix which are
followed:
5. People: Stakeholders of Délifrost are the main strength of this brand. As branding
starts from home, Délifrost will start its promotion by internal branding. If the people
are satisfied with it then it will be accepted by the other customers. Consumer and
employee satisfaction are considered equally important.
6. Process: The process is referred to how the service is delivered. It also referred to the
ability to offer a service, handle complaints, and foresee any issues before they
actually happen and Délifrost aims to maintain consistency in its process.
18
 7. Physical Layout: The physical layout of any product can affect how consumers
perceive the product. To stand out in the crowd, Délifrost is focused on designing a
unique packaging design and style.

4.3.7 Goals for Promotional activities:

Délifrost is considering undertaking some of the effective promotional activities for following
reasons:
1. To build brand awareness
2. To induce trial
3. To establish a brand name
4. To increase short term sales
5. To cope up with competition
6. To educate consumers about the usage procedures and benefits

4.3.8 Promotional Activities

4.3.5.1 ATL marketing

ATL stands for ‘Above the Line’ marketing. This kind of marketing has a very broad reach
and is largely untargeted. As it is a broad category, a totally new brand like Délifrost can use
this method to create brand awareness. Its ATL will be providing a national TV campaign,
where viewers across Bangladesh would see the same advertisement aired the various
networks.

4.3.5.2 BTL Marketing

BTL marketing stands for ‘Below the Line’ marketing. This kind of marketing targets
specific groups of people with focus. Or it can be said that it aims for a niche market segment
to attract the buyer and try to influence them. As this kind of marketing is best for
conversional and direct response Délifrost may plan to attract its customers’ attention with
BTL marketing in the initial phase.

4.3.5.3 TTL marketing

TTL marketing stands for ‘Through the Line’ marketing. This kind of marketing is really an
integrated approach, where a company use both BTL and ATL marketing method to reach
their customer base and generate conversions. Délifrost will be using TTL marketing by using
Facebook promotions by running advertisement on facebook. And Délifrost is also

19
thinking about creating a Youtube channel and uploading different recipes and boost those
through facebook and social media sites.

4.3.5.4 Trade Marketing

Trade marketing is a discipline of marketing that relates to increasing the demand at
wholesaler, retailer or distributor level rather than at the consumer level. However, there is a
need to continue with Brand management strategies to sustain the need at the consumer end.
Igloo Foods Ltd is already doing a B2B business with its frozen goods and the imported
goods of Lamb Weston. But after launching Délifrost, there will be 3 business units:
i. B2C for Délifrost Frozen Food Unit ii.
B2B for Délifrost Frozen Food Unit
iii. B2B for imported Lamb Weston Frozen Food Unit.
Effective trade marketing will certainly improve the potential to secure the necessary trade
partnerships to ensure an organization’s brands and products have sufficient distribution to
meet the consumer demands that sound Brand Marketing can create. Promotional strategies to
get an organization’s product or service to market can be roughly divided into two separate
camps.

4.3.5.5 Push Strategy:

A push promotional strategy involves taking the product directly to the customer via whatever
means, ensuring the customer is aware of an organization’s brand at the point of purchase. It
means "Taking the product to the customer". Example of push tactics are:
1. Trade show promotions to encourage retailer demand
2. Direct selling to customers in showrooms or face to face
3. Negotiation with retailers to stock your product
4. Efficient supply chain allowing retailers an efficient supply
5. Packaging design to encourage purchase
6. Point of sale displays

4.3.5.6 Pull Strategy:

A pull strategy involves motivating customers to seek out your brand in an active process. It means

"Getting the customer to come to you".

20
1. Advertising and mass media promotion
2. Word of mouth referrals
3. Customer relationship management
4. Sales promotions and discounts

21
4.4 SWOT Analysis of Delifrost

Strength
• Abundant Availability Of Raw Material
•Priority Sector Status For Agro-processing
Given By The Central Government
• Vast Network Of Manufacturing Facilities All
Over The Country
• Vast Domestic Market

Threat Weakness
• Low Availability Of Adequate Infrastructural
• Affordability And Cultural Preferences Of Fresh Facilities
Food • Lack Of Adequate Quality Control And Testing
• High Inventory Carrying Cost Methods As Per International Standards.
• High Taxation • Inefficient Supply Chain Due To A Large
• High Packaging Cost Number Of Intermediaries
• High Requirement Of Working Capital.

Opporunities
• Large Crop And Material Base
• A Vast Potential For Agro Processing
•Rising Income Level And Consumption Pattern
•Favorable Demographic Profile

Figure: SWOT analysis

4.5 Competitors in the market

There are already a number of frozen food brands that came earlier in the market in
Bangladesh. Some of them are well established and have potential market. Some of these are
exported brands and the rest are Bangladeshi brands. So Délifrost has to compete strongly to
compete with these brands. The major brands in this industry are described below:

1. Kazi Food Industries

Kazi Food Industries Limited is a recent venture of the Kazi Farms Group located in Beron,
Ashulia. Kazi Farms Limited was established in 1996 as a hatchery for imported eggs; the

22
following year it started its own parent farms. In 2004 production started in the grand-parent
(GP) farms which were responsible for Bangladesh's first exports of hatching eggs and day-
old chicks in 2004.
A range of frozen food products are sold under the brand name Kazi Farms Kitchen. These
are all guaranteed to not contain any antibiotic residues, as chickens are not fed any
antibiotics within 7 days of slaughter, as per international practice. The meat is also
guaranteed to be produced from chickens raised on feed not containing MBM (meat and bone
meal) as per European standards. The meat products are also guaranteed to be MSG and
nitrate-free, as we do not use any of these chemicals during food preparation. Kazi Farm
Kitchen’s product range is as follows:
Chicken: Chicken Nuggets (original, spicy and for kids), Sausage (spicy and plain), Chicken
Teasers, Chicken Strips, Meatball, Drumsticks, Cutlets, Korma, Dopiaza, Burger. Egg:
Healthy Fresh Eggs (whole eggs).
Flour-based: Vegetable Spring Roll, Veg Samosa, Paratha, Dal Puri, Chicken Samosa, Aloo
Puri.
Price ranges from BDT 75-250/-

2. Golden Harvest
Golden Harvest is one of Bangladesh’s leading business groups with diversified interests in
Food. Golden Harvest is the country’s first company to develop its own Cold Chain network
in collaboration with USAID. Golden Harvest is also the Joint Venture partner of Nippon
Express, Asia’s largest logistics company with network in over 480 locations worldwide. The
company sells a variety of items that include sauces, pickles, crackers, munchies, dried mango
bars and more, under the brand of Golden Harvest. The company is already catering to over

150,000 outlets around the country. Golden Harvest’s product list is:
Chicken: Nuggets, Samosa, Sausage, Spring Roll, Meat Ball, Burger Patty, Wings, Pops,
Strips
Beef: Samosa, Burger Patty
Flour: Paratha, Dal Poori, Chapati
Vegetable: French Fries,AlooPuri, Spring Roll, Samosa
Fish: Fish Finger, Fish Ball

23
Price ranges from BDT 70-290/-

3. Ready chef
Recently Aftab Frozen Foods has undergone rebranding strategy and changed its brand name
to Ready chef. This company has been designed for collection, processing and packaging of
frozen shrimp, fresh water fish and seafood products in its pant at Golondaj Road, South
kattali, Halishahar, Chittagong.
This brand produces in the modern mechanized & scientific factory and has trained
professionals for ensuring quality output check the product. FFL has buyers in China,
Taiwan, Saudi Arabia, Kuwait, UAE, EU, USA and Canada. It also supplies Lobster and
quality chilled seafood to different countries. It has wide range sources of quality products in
home and abroad as per requirements of buyers.

4. Harvest Rich Agro Industries

Rich’ is the market leader in Bangladesh for further processed meat products which
dominates major market share. Harvest Rich Agro Industries Ltd further meat processing
factory is the first of its kind of factory to be established in Bangladesh. Rich was awarded
the Special Prize in the ‘Dhaka International Trade Fair 2012’ by the Honorable Commerce
Minister, Govt. of the people Republic of Bangladesh Mr. G M Kader MP, for Excellent
Brand Communication
and Presentation’. RICH was featured in the ‘Top 500 Companies of Bangladesh’ published
by Dun & Bradstreet Rating Agency Bangladesh.
Harverst Rich’s products are:
Chicken: Burger, Chicken Cheese and Tomato Sausage, Jumbo nuggets, Mini Nuggets, Meat
ball, Popcorn, Sandwich, Samosa, Sausage
Beef: Burger, Jumbo Nuggets, Meat ball, Samosa, Sandwich,
Vegetable: Aloopuri, Potato Finger, Dal Poori, French fries, Hash Browns, Paneer Samosa,
Roti. Paratha, Potato Chops, Veg Samosa.
Fish: Fish Finger, Fish Ball, Jumbo Nuggets, Prawn Ball
Price ranges from BDT 55-230/-

24
5. Lamisa
Saint Martin Fisheries, a unit of Saint Martin Group of companies Ltd, produces frozen
snacks for the local market as well as for export under the banner of LAMISA brand. The
company is marketing ready to cook frozen fish products and traditional items as well. Saint
Martin Fisheries Ltd is the largest manufacturer of frozen fish products and frozen snacks in
Bangladesh. It produces frozen snacks for consumers, who prefer to lead a healthy life and are
eco-conscious. Lamisa’s products are as follows-Beef: Beef Kima Chop, Beef Tikka

Chicken: Chicken Wonthon, Nuggets, Chicken Ball, Chicken Pop

Shrimp: Shrimp Wonthon, Shrimp Ball, Shrimp Mini Samosa, Shrimp Spring Roll
Flour: Dal Poori, Paratha, Roti
Vegetable: AlooPoori,Potato Chop, Vegetable Spring Roll, Samosa, Singara,
Fish: Fish Ball, Fish Finger
Product price ranges from BDT 70-290/-

6. CP
CP adds value to its basic processed meat with additional process of boiling, steaming, frying,
baking or grilling depending on customer’s requirements. Products are then packed, frozen
and distributed to retailers and wholesalers, fast food operators and modern trade, e.g.,
convenience stores, supermarkets and supercenters. Some of CP’s cooked products are
available domestically and internationally including frozen chicken carriage, seaweed-
wrapped chicken, teriyaki chicken, roast duck, frozen steamed chicken breast, green curry
chicken with rice, soya pork with noodles, egg tofu, meatball and sausage. CPB produces and
brands its products under CP, V Pork, Kitchen Joy, Thai, Five Stars, BK, and BKP as well as
private labels. Pricing for private label is agreed at time when contract is made
CPB places utmost importance to “product quality” that meets standards, serves variety
needs, tasty and hygienic and most important is safe for consumption. CPB emphasizes
quality of raw materials.

25
 4.6 Market Share Covered by Different Brands
SL Company Frozen Chilled
No
Total Sales Meat Wheat Packed Marinated
based Based Meat Based Products

1 Golden Harvest 8.71% 14.74% 22.47% 0.00% 1.01%

2 Kazi Farms Kitchen 10.60% 15.02% 15.94% 0.00% 10.22%
3 PRAN Jhotpot 6.05% 10.43% 16.55% 0.00% 0.00%
4 Paragon 2.09% 4.98% 3.77% 0.00% 0.00%
5 BRAC 2.90% 10.65% 0.00% 0.00% 0.00%
6 Aftab-Ready Chef 3.11% 11.42% 0.00% 0.00% 0.00%
7 CP Bangladesh 50.01% 8.28% 0.00% 100.00% 83.22%
8 Euro-Crown 0.32% 0.00% 1.63% 0.00% 0.00%
9 Meena 0.14% 0.00% 0.71% 0.00% 0.00%
10 CRB-Bellycious 0.32% 0.00% 1.65% 0.00% 0.00%
11 Bombay 0.50% 0.00% 2.60% 0.00% 0.00%
12 Harvest rich 2.33% 6.59% 2.77%% 0.00% 0.00%
13 Lamissa 2.28% 3.34% 7.06% 0.00% 0.00%
14 AG Agro 4.565 5.96% 5.59% 0.00% 0.00%
15 BD Foods 1.34% 0.00% 6.94% 0.00% 0.00%
16 ATR 0.75% 2.76% 0.00% 0.00% 0.00%
17 Essentials 0.41% 0.59% 1.25% 0.00% 0.00%
18 Others 3.57% 5.24% 11.06% 0.00% 0.00%
Total 100% 100% 100% 100% 100%

4.7 Challenges frozen food industry faces

Being a relatively new one, frozen food industry faces some challenges in this country.
i. Lack of proper promotion and brand awareness: Promotions such as television,
radio and magazine advertising increase brand awareness. More people tend to learn
about a particular company or its brands if they frequently see or hear about them.
New companies particularly have to advertise to apprise consumers who they are and
what they offer. This is true with local or even national companies, as brand
awareness can be measured by market, regionally or nationally. It can take many
months or even years for companies to build brand awareness levels that match
established competitors.
26
ii. Cost of promotion: The large investment required for mass marketing is an obstacle
for new companies.
iii. Lack of planned and organized promotional effort: To grab consumer attention,
marketers need to have planned promotional strategy or else the brand would not be
able to generate desired awareness in the crowd of competitors’ promotions. For
example, since the launch of PranJhatpot, it hasn’t conducted any TV commercial. An
advertisement is found on YouTube which has only 248 views so far. For Délifrost,
there is no plan of TVC yet. So, people hardly know about the new brands. But the
other rivals have conducted various promoting measures like- TVC, On Spot
Promoting. CP had a promoting campaign of 4-5 days, where it went to the super
shops and offered instantly cooked frozen foods to the people by themselves. Due to
the lack of proper advertising is a setback for companies as consumers may not
recognize or be able to recall a new brand when shopping.
iv. Unavailability all over the country: Frozen foods are primarily available in urban
areas and that too, mostly in above average retail shops. Ready to cook product is
comparatively new to Bangladesh and consumer involvement across the value chain
is low. Newer brands like Délifrost, PranJhatpot are available only in major cities like
Dhaka, Chittagong and Sylhet. Inability to expand market is hindering to earn enough
profit and to compete with rivals. While other well established frozen food brands
like Golden Harvest, Kazi Farms Kitchen etc. are found all over the country. So this
is another challenge for new and small companies face in frozen food industry.
v. Health Awareness: Rise in health awareness has been a global phenomenon since
the last decade. More consumers have come forward to take a call on their health. As
such, one of the challenges that ready to cook products bring for Bangladeshi
customers is the freshness of food. Ready to cook foods are also assumed to contain
chemicals and preservatives. This obstacle can be overcome by educating consumers
about the benefits they may get from frozen foods.
vi. Durability and high Price: Ready to cook frozen foods require cold storage, it
remain usable only for 2-3 hours without cold storage. Inefficient supply chain
management and frequent power cuts, which lead to rise in production costs, in turn
translating into higher ready to cook product prices resulting in lower demand.

27
4.8 Porter’s five forces analysis on frozen food industry
Michael Porter’s five forces analysis helps to get an understanding of the competitive strength
and position of an organization. Based on this concept the five forces that determine frozen
food industry’s competitive intensity and attractiveness are:
Industry rivalry: In spite of being a new industry in Bangladesh, it already has eight-ten
well established frozen food brands. Rivalry among these brands is a consistent factor for
larger portion of market share.
Bargaining power of suppliers: Suppliers have bargaining power in the sense that frozen
food brands are mostly dependent upon suppliers for raw material. Only a few companies like
Brac Chicken owns and manages poultry firms to meet their demand.
Bargaining power of buyers: Buyers can easily opt for any competing frozen food brand if
they are not satisfied as the price level in this industry is fairly standard.
Threat of new entrants: The market of frozen food is considered lucrative to marketers
because of the fact that still a large portion of the population does not consume frozen food.
This untapped market holds potential for profitability. So, threat of new entrants is always
present.
Threat of substitutes: As the market is becoming more and more saturated, threat of
substitute is very high. New brands have to find unique ways to position themselves
distinctively and to have a share of the consumers’ mind as well as wallet. Taste and quality
can work as key unique selling propositions instead of pricing strategy.

28
5COMMUNICATION PLANNING PROPOSAL
Brand is the most valuable asset. Let’s build one.

5.1CRITICAL 1QUESTIONS

29
5.3 FROZEN FOOD MARKET DYNAMICS

30
5.4CONSUMER PERCEPTION

5.5OBJECTIVES

5.6COMPETITORS POSITIONING

31
5.7BRAND POSITIONING

5.8TARGET GROUP

5.9 TAGLINE BRAINSTORMING FOR DELIFROST

32
33
6COMMUNICATION PLAN

6.14P ON MODERN TRADE

6.2PRODUCT & PRICE

34
(Use of POP6.3 MARKETING COLLATERALS

6.4PLACEMENT
(Shop in Shop)

35
6.5 PROMOTION (BTLACTIVATION)

6.6OFF-STORE ACTIVITIES

36
6.7PRSUPPORT

37
6.8 MEDIA
Press & Digital

6.8.1 Phase 1: Product launch

6.8.2 Phase 2: Awareness & Reach

6.9DIGITAL MEDIA PLAN

6.10IMPLEMENTATION

38
7STRATEGIC ROADMAP

7.1 STAGE 1 – AWARENESS

Inform consumers and make them know the Delifrost

39
40
41
42
7.1.1 Digital Marketing

43
44
45
7.2STAGE 02–BONDING

Create a good feeling in the mind of our consumers and attract

them

46
7.2.1 Delifrost’sFoodbook

47
7.2.2 Day out plan

7.3STAGE 03–PURCHASE
Purchase : Attract the target on the point of purchase

7.3.1 Delifrost Discount

48
49
8MARKET SURVEY RESULT:

50
51
52
53
54
55
56
57
9CONCLUSION
If the independent variables positively affect the dependent variable, then consumption will
be positive. On the other hand, if the independent variables affect negatively, consumption
will be negative. So, it can be said that in frozen food industry, companies should focus on
improving their product based on consumer insight. Consequently, it means improving
product attributes and taste, setting justified price, ensuring availability combined will result
in increased consumption of frozen foods.

Over the past 50 years, as the amount of time people spent in meal preparation has steadily
declined, frozen food has become a convenient staple, adapting its packaging and products to
better accommodate new developments, such as the microwave oven. But convenience is not
the only benefit frozen foods have to offer. Health conscious people have discovered the
nutritional advantages of frozen vegetables and fruits to be easy-to-use key components to a
healthy family menu. Frozen foods are easy to take for granted—all that clever packaging, all
those choices—simply because their very existence hinges on simplicity, convenience, and
ease. In Bangladesh people have started exploring different types of foods including frozen
foods indicating a major qualitative change in the food habit of the people.

Frozen food’s main priority is to provide people with healthy, hygienic and tasty products in
one. Existence of several strong brands and new ones like Délifrost with diverse product line
and the convenience and variety are giving this industry extra push and giving massive
opportunity to expand the perimeter.

58 | P a g e
10RECOMMENDATION
After conducting this study, I have noticed a few facts that can be recommended. Those are
the following:

1. Marketers should identify which factors are most valued to consumers of frozen foods
and thrive to excel on those factors.

2. Consistent focus should be given on product attributes as consumers consider how

healthy the food they are purchasing for their families is.

3. Marketers should also aim to overcome the negative consumer perception of frozen
food being not hygienic. Educating consumers that frozen food also can be fresh
because of long shelf life can be helpful.

4. Convenience can be considered as the main attraction of frozen food. So, companies
can capitalize on this feature.

5. Majority of the respondents agreed that frozen food is not widely available.
Companies should ensure availability of their products at convenient places for
consumers.

6. The healthy side of the product should be increased and detailed nutritional
information should be clearly written on package for health consciousness consumers.

7. Improve and maintain a consistent relationship with customers, especially at retailing.

8. More marketing activities to improve their presence in the minds of the target market
and also the potential target market.

9. Introducing e-commerce and home delivery services.

10. The price of the product can be lessened to reach lower middle-class customers.

59 | P a g e
11APPENDIX
The survey conducted for primary data collection for this research is presented below:

Questionnaire
This survey is for educational purpose only. I want to analyze the current consumption of
frozen foods in Bangladesh. Your cooperation is highly appreciated. Thank you.

1. Email Address: _____________________________

2. Gender
Male Female
3. Age 31-37
18-24
25-30 Above 38
4. Education
Honors
Masters
HSC/ A- Level
Others: _________________________
5. Marital Status Unmarried
Married
6. Occupation
Private Job Entrepreneu Others

Governmen r
t Job Student
7. What is your monthly income (BDT) 30,001 to 45,000
Less than 10,000
10,000 to 20,000 45,000 and above
20,001 to 30,000

8. How often do you buy frozen snacks? Every Month

Daily
Often Never
Once in a week

9. On what occasion do you consume snacks?

60 | P a g e
 Tea Break Events
Hanging Out
Social Gathering
10. Have you ever purchased any frozen food items over the last year?
Yes
No
11. Do you ever try frozen snacks like- Samusa, Singara, Roll, Paratha?
Yes
No
Always
Sometimes

61 | P a g e
 12. Will you be interested to buy next generation products like frozen pizzas?
Yes
No

13. Which Brand you prefer?

Least Not Neutral Preferred Mostly
Preferred preferred preferred
Golden Harvest
KaziFarms Kitchen
Lamisa
Paragon
PranJhatpot
Rich
14. I prefer the brand because of

Trustworthy
Low Price
Availability
Taste

Please tick (√) in the appropriate box that represents your perception on each statement:
No. Arguments Strongly Disagree Neutral Agree Strongly
Disagree Agree
I Consuming frozen food products
saves time compared to similar ready-
made items
II Frozen food products have a
higher nutritional value compared
to fast foods
III Frozen food products have a
similar nutritional value compared
to food prepared at home
Please tick (√) in the appropriate box that represents your perception on each statement:

No. Arguments Strongly Disagree Neutral Agree Strongly

Disagree Agree
I Frozen food products have tastes as
good as fast food items

No. Arguments Strongly Disagree Neutral Agree Strongly

Disagree Agree
I Frozen food products are too
expensive
II Frozen food products are primarily for
people with Higher Income

62 | P a g e
II Frozen food products have tastes as
good as non-frozen products
(homemade ruti/Paratha)
III I like to eat frozen foods in
events/regular basis.

Please tick (√) in the appropriate box that represents your perception on each statement:
III Prices of frozen food products are
as
much as non frozen foods

Please tick (√) in the appropriate box that represents your perception on each statement:
No. Arguments Strongly Disagree Neutral Agree Strongly
Disagree Agree
I Frozen food products are NOT widely
available
II Frozen food products are mostly found
in superstores
III All frozen food brands/Products are
available in stores

Will you suggest to buy frozen foods to others? If then why?

Mention a frozen food item you wish existed in the market.

63 | P a g e
12REFERENCES

AMLBD. (2017). amlbd.com. Retrieved 18 March 2017, from http://amlbd.com

Kotler, P., Armstrong, G., Y. Agnihotri, P., &UlHaque, E. (2010). Principles of Marketing
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K. Malhotra, N., & Dash, S. (2011). Marketing Research: An Applied Orientation (6th ed.).
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Frozen Food Facts (2017). Frozenfoodfacts.org. Retrieved 14 March 2017, from

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Grand View Research. (2016) Frozen Food Market Report Frozen Food Market Analysis By
Product (Fruits & Vegetables, Fish & Sea Food, Potato, Meat, Soup, Ready Meal) And
Segment Forecast To 2024
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Prince, R. (2015). Is frozen food actually better than fresh? Keeping ingredients on ice
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Quality and Stability of Frozen Foods Time -Temperature Tolerance Studies and Their
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