Letter of Transmittal

Date: April 05, 2015.

Mr. Mahmud Zubayer
Assistant professor
Department of Business Administration
East West University.

Subject: Submission of the report on “Bellissimo Premium Ice Cream’

Dear sir ,
Here is the report that you approved to do on Bellissimo Premium Ice Cream’.
We are submitting this report to you on April 5, 2015. It was an interesting experience doing this
report. Really doing anything in a group is so enjoyable. We enjoyed a lot when we worked
mutually. We have tried a lot to complete this plan in a better way. We had to effort a lot to
collect the information from different sources.

Thank you for your sincere & honest efforts to make us familiar with the terms & facts of
“Marketing” which help us prepare the paper a successful one. Our efforts will be valued, if this
report can serve for what it’s been meant for & our assistance will be there for any queries.

Yours sincerely,

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Acknowledgement
(On behalf of Group Members)

The Study on ‘Bellissimo Premium Ice Cream’ has been accomplished with the useful
efforts and contribution of the group members. Working on this term paper has been very
beneficial for us as it is related to our course ‘Marketing Management’. This term paper
has given us a big boost to the development of our bookish knowledge with the help of
practical knowledge and group discussions.

We would like to thank our honorable faculty member Mr. Mahmud Zubayer for giving
us the opportunity to make this term paper.

Then I would like to thank our group members-md.mehedi hasan . If he was not
supportive enough till the end, this term paper would never have been completed
accurately.

We, the group members also want to thank each other. Each of the group members was
very helpful to each other. Every member’s participation was very much beneficial,
necessary and nobody let anyone down. The group work was satisfactory for us.

We would also like to thank Mr. Ashik Hasan (Consultant of Bellissimo) for giving us
useful information about their company.

We would like to acknowledge that all the images are collected from websites.
Information presented in this term paper is gathered from both the company and internet
web sites.

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Table of Contents

Table of Contents

SL. TOPIC PAGE NO.

1 Acknowledgement…………………………………………………. 01

2 Executive Summary……………………………………………….. 03

3 Introduction………………………………………………………... 04

4 Objective of the Study…………………………………………….. 05

5 Methodology……………………………………………………….. 06

6 Features of Bellissimo (Strengths)………………………………... 07

7 Features of Bellissimo (Weaknesses)……………………………... 10

8 Factors Influencing Consumer’s Buying Pattern……………….. 12

9 Purchasing Bellissimo (Buyer’s Decision Process)………………. 13

10 Defining The Marketing Mix…………………………………….. 15

11 Data Analysis………………………………………………………. 18

12 Recommendation & End Note……………………………………. 22

13 Sources………………………………………………………………
23

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Executive Summary

This term paper deals with one of the reputed Ice Cream companies of Bangladesh,
Bellissimo. They started their business in 2013.

Their product line is Ice cream. Their passion for international quality ice cream has led
them to create different flavors and textures. They produce and distribute ice cream with
a noticeable variety of flavor and shapes. They have the most unique collection of ice
cream flavors from classic like vanilla to the more adventurous like butter chocolate
almond and banana chocolate walnut.

They basically shape their product in categories like ice cream cups, cones, sticks and ice
cream sandwiches.

They have no specific target markets on age basis. They plan product offering for mainly
the middle class and upper class in the society because the price is comparatively higher
than that of other brands. The company believes in quality only. Thus they have to price
high to sustain their product quality. They have some products for people for the lower-
class.

In every range of price, the company ensures the best quality. They do not believe in
compromising with quality. They believe in quality with reasonable price. For this
reason, since beginning, this company has carved a niche for itself in the ice cream
market of Bangladesh.

Bellissimo is now one of the reputed and leading brands in the beverage market of
Bangladesh competing with the foreign brands. Their marketing strategy is effective.

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Introduction

Company overview

Bellissimo Ice Cream is a member unit of Kazi Farm Group Ltd- one of the reputed
farming and poultry industries in Bangladesh. It started its operation in the year 2013.
They basically deal with ice cream products. Mr. Tanvir Haider Chowdhury is the CEO
of Bellissimo brand. Mr. Kazi Jahidul Hasan is the architect of this brand logo. They
opened a Facebook page & started their business by making stickers & posters of some
international rock & metal band logos. They received positive reaction from many
Facebook users & sold those goods in a very short time. On 2nd August 2013 they
established their first and only ice cream parlor at Banani 11, Dhaka.

Bellissimo works with retailers, restaurants, coffee shops and hotels throughout
Bangladesh

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Mission

Bellisimo’s mission is to make ice creams of international standard.

They want to deliver ice creams that are dense, rich, creamy, and flavorful, made with
real milk fat and real ingredients.

Objective of the study

Bellissimo is a new entrant in the ice cream market of Bangladesh. Though it is a new
brand, it has created noticeable response from customers and already has established
themselves as one of the reputed brands of ice cream and other beverages.

In this study, our primary objective is to find out the reasons and facts regarding how
they reached such a position so quickly. To be simple, our main objective is to know why
people buy Bellissimo Ice Cream.

Our secondary objective is to find out if customers prefer and purchase this brand on the
basis of any specific feature or benefit.

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Methodology

Research Method

The study on Bellissimo Premium Ice Cream has been accomplished through research
works. The research work is done in a mixed way. It includes-

Interviews
Questionnaires

We visited the company and interviewed one of the employees of Bellissimo who is a
consultant of the company. We gathered some useful information on some factors that
helped Bellissimo to reach a reputed position. We set up some questionnaires of which
we got answers from the employees of the ice cream café as well as the online service in
their official website.

Primary Source

Kazi Farms Ltd.

Staffs of Café Bellissimo, Banani
Ashiq Hasan – Consultant of Bellissimo

Secodndary Sources

Official Website of Bellissimo (www.bellissimo.com)

Website of Kazi Farms
Facebook Page of Bellissimo

Limitations of the study

In this study we were unable to display the genuine statistical/graphical or annual reports
of the company and ingredient mixtures of their products due to company policy issues
and web search failures. Rather, we ourselves went for a survey.

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SWOT analyses of Bellissimo

(Strength & Weaknesses)

STRENGTHS

Parent Brand Image

Bellissimo is a unit of Kazi Farms Ltd. It is one of

the reputed and biggest poultry farms in Bangladesh.
The Kazi group started their business as poultry
farms and gradually increased their service in various lines. The reputation of the parent
brand is healthy

Brand Features
Fanciful Brand Name

Bellissimo- the brand name is basically fanciful but it a carries a relevant meaning. The
term ‘Bellissimo’ is an Italian word which means lovely. Makers of Bellissimo believe
that their ice creams are their labor of love. To many, the brand name sounds quite
interesting.

URL

It consists of easily memorable, short and simple web address. And it is

www.bellissimo.com

The website is nicely designed and easy for current and potential customers to find out
their favorite flavors and also locations of their stores. They also have an official
Facebook Page.

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 Logo (enhance likability)

Packaging

Packaging of Bellissimo contains good outlook. It’s colorful packaging and extra covers
not only indicate fancy look of ice cream but also ensure safety of their ice cream. Also
its packaging system as well as shape is easy to carry and open. It has a double layer
packaging facility. So taste of the flavors stay for long time.

Some packaging samples of

Bellissimo

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 Ingredient Feature
Bellissimo is the first and only ice cream brand to produce international standard ice
cream using 14% milk fats and natural flavors.

Marketing Strengths
Event Sponsorship
So far Bellissimo have made sponsorships in many events. Of them the Asia Cup 2014
was significant. They became the official ice cream partner during that sports event.

Bellissimo Performing CSR

Recently Bellissimo have promoted the International Mother Language Day by paying
tribute to the language martyrs and creating awareness on mother tongue.

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WEAKNESSES

Only one ice cream parlor in the country

Currently Bellissimo has only one official ice cream parlor in Bangladesh which is at
Banani in Dhaka. Competitors like Igloo, Movenpick have more than that of Bellissimo.
Though they are reaching their customers of other region through retail shops, they need
to expand their business more through cafes and official shops to achieve equity in the
market

High price

Bellissimo ice cream is more costly than many other brands like Igloo, Polar, and so on.
Here is a price comparison between similar categories of ice creams of Bellissimo and
Igloo

Bellssimo Igloo

Product Price(BDT) Product Price(BDT)

SUPERMO 60.00 MACHO 35.00

Perfetto Chocolate 65.00 Cornelli Premium 40.00

1Ltr. Premium 1Ltr. Premium

295.00 225.00
Container Double Sundae

Ice Cream Ice Cream

20.00 14.00
Sandwich Sandwich

We asked the employees about pricing their ice creams too high. They said they want
sustain their quality and for this, they need to carry higher expenditures in production and
distribution.

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 High expenditure in marketing

Bellissimo spends a high amount in marketing their product. They provide free of cost ice
cream fridge to retailers and local restaurants to preserve their ice cream which is pretty
expensive. Here are retail service features provided by Bellissimo-

Free freezers with the art graphics and light kits

Counter top freezers available to fit the
retailer’s available space
Credit for all mechanical freezer failures and
no charge for all freezer repairs or
replacements
Professional drivers who will rotate and
merchandise the retailer’s product
Free point-of-sale materials that include customized menu-boards with SRP pricing,
basket tags, banners and so on.

Difficulties in capturing market share

As a new entrant, Bellissimo often faces difficulties in capturing and protecting market
share because of strongly established Bangladeshi brands like
Igloo, Polar and so on. For this reason, they are still carrying on
strong marketing programs.

Threat of International Brands

As Bellissimo have declared that their mission is to produce ice creams of international
standard, they have welcomed the international brand to their list of competitors. The
international brands that are currently conducting business in Bangladesh are Movenpick,
Buskin-Robbins, Anderson’s Ice Cream, and so on.

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Market Segmentation

Mainly Bellissimo segments its market on the basis of demographic and behavioral variables.

MARKET
SEGMENTATION

DEMOGRAPHIC BEHAVIORAL

AGE OCCASION

FAMILY SIZE BENEFIT

INCOME

Market Segmentation

Demographic Segmentation:

In demographic segmentation, Bellissimo segments its market on the basis of age, gender,
family size and income.

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AGE:

Bellissimo products are suitable for all ages. But still Bellissimo makes products of different
colors, shapes and sizes for different aged

FAMILY SIZE:

Bellissimo produces its outstanding products for extended family, nuclear family and
individuals also.

INCOME:

As Bangladesh is a country for lower income people Bellissimo always tries to produce its
products for them. That’s why people find it very easy to buy.

Behavioral Segmentation:

Bellissimo uses occasion and benefit variables to segment this market.

OCCASION:

Regular and special occasional products are made by Bellissimo .

BENEFIT:

Bellissimo always maintains the quality of their every product strictly. Their products contain
other benefits (such as- quality ingredients, low price, convenient place etc) to attract their
targeted customers .

MARKETING MIX OF BELLISSIMO

Marketing mix is the set of tactical marketing

tools. It includes-
 Product
 Price

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  Place
 Promotion
Marketing mix of Bellissimo is explained below-
Product
Things a marketer offers to satisfy the needs of a market is called product. Products
always come with some concerns or package. Here is a total description of Bellissimo-
Brand name:
Brand represents something identity. Bellissimo position the brand on “product
attributes.”

Packaging:
It includes the activities of designing and producing the container or wrapper for a
product.
It’s also contains branding, safety, advertising, and attraction, and the information of
legal concern.
Services:
Provide services. There is an option to taste every different flavor. Customers feel
enthusiastic to taste it become they weren’t familiar with the new flavor and gets a
chance to know about it. Bellissimo also provides membership services, if a customer
tastes the ice cream in month over 10 times or 10 ten different orders, he/she will have
bonuses.
Price:

Bellissimo follows a very simple price strategy. Bellissimo imports its raw materials from
Denmark. And it also consider highly for its quality. So price become higher but at the
same time to keep pace with the competitors their products price is comparatively low. Its
pricing strategy is market skimming pricing.

Discount
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There isn’t any discount option, but as we discussed earlier, it provides bonus option for
the members.

Place:

Geographical coverage:

Geographically, Bellissimo have reached their customers mainly through retail shops
throughout Bangladesh. So far they have hit the markets of divisional cities as well as
other important districts of the country.

Distribution channel:
Their distribution network is stretched all over the country with a long fleet of
refrigerated vans. Mainly common format of Bellisimo is distributed in two methods that
are directly to retail shops and through hawkers with ice cream carts/trolleys.

Firstly, the ice cream products are stored at the central warehouse of the factory, and
from there they are distributed through the haulage vehicle to the operational centers
located in Dhaka, Chittagong, Comilla, Rajshahi, Barisal, Bogra, Rangpur and Khulna.
Strictest cold chain maintenance during the distribution and selling of the ice creams is
ensured. Their distribution process is as follows:

Producer → Wholesaler→ Retailer→ Consumer.

Transportation: They use their own transportation systems to distribute their

product now. Once when they will be so famous, distribute will come to them to take
product.

Promotion

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 Catering:

Catering is one of the best ways to get potential customers to taste Bellissimo products
while also getting paid. Reach out to local businesses, nonprofits and churches and ask if
they'd like you to cater their events. Consider giving a reduced rate for small businesses if
the businesses distribute its business cards or serve ice cream in bowls with its company
name stamped on them. If customers like your ice cream and know that you're local,
they're more likely to check out your shop.

DATA ANALYSIS

In this segment have are going to display a review on the purchase criteria of Bellissimo.

We made surveys online as well as in our university campus from where we received
views of 35 people regarding their brand preference on purchasing ice cream. Among the
current available brands, people shared their views on some of them. Here is a table of it-

Number of People
Brand
Favored/Supported
IGLOO 12
BELLISSIMO 11
POLAR 04
BUSKIN ROBBINS 05
MOVENPICK 03
Total= 35

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Here is a graph of it.

14
12
10 IGLOO
8 BELLISSIMO
6 MOVENPICK
4 Buskin Robbins
2 POLAR
0
IGLOO BELLISSIMO MOVENPICK BUSKIN POLAR
ROBBINS

Of the 11 persons we made another survey on which criteria they preferred Bellissimo.
We made a set of questionnaires which included Taste of Flavors, Outlook, Price and
favorite. Due to a big variety in flavor preference, we did not show it in the table.

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RECOMMENDATION & END NOTE

Bellissimo is now one of the leading brands in new ice cream experience in Bangladesh.
But we would recommend them some establishment in their marketing mix sector.

Distribution is a very important for marketing strategy. If they start developing their own
branches, they will attract more customers. Moreover, own branches will help them to
create more superior value in the market. They can cover more places outside Dhaka &
assign some people just to deliver their product. In this way they can sell more products
in a short time.

We would recommend them to create more special offers for some special occasions.
More special discount offer, get one free offer, membership offer these kinds of offers
can attract more customer & will help to increase their sells.

These special offers also can be good promotional activities for them. Through this way,
their promotional side will be much stronger.

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According to their strategy & mix their progress so far is very fruitful. If they develop
their existing strategy & imply them in the right way, they will be able to sustain their
profit in the long run.

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Questionnaires

Here are the questionnaires on the basis of which we made survey on public and
interviewed the employees.

Questionnaires (for Survey)

Which Ice Cream brand you like most?

Bellissmo- 7
Buskin Robbins- 9
Movenpick- 6
Polar- 4
Igloo- 9

Which Ice Cream brand you buy most often?

No. of
Brand
People

11

05

03

04

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 12

Questionnaires for the Bellissimo buyers

What are the criteria on the basis of which you prefer Bellissimo Premium Ice
Cream?

Here are the most preferred criteria we got from the persons

1. Brand Name (fanciful)

2. Packaging (safe, good-looking)
3. Quality (good Taste)
4. Flavors variety
5. Price
6. Availability (found in most of the shops and stores)

CRITERION No. of Persons

Brand 04
Packaging 08

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Quality 10
Flavors variety 07
Price 06
Availability 07
Here is a chart on it

12

10 Availability
8 Price
6 Variety
4 Quality

2 Packaging

0 Brand
4 8 10 7 6 7

Then, we made an evaluation on the selected purchasing criteria. The following table
shows the consumers’ evaluation-

Total points (out of Average Points (out

Questions on Criteria
350) of 10)

How successful the brand name is? 263.55 7.53

How safe the packaging is? 324.1 9.26

How attractive the packaging is? 306.25 8.75

Do you get the quality taste of

303.45 8.67
Bellissimo?

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Do you like Bellissimo’s variety? 290.50 8.30

Is Bellissimo in your nearest stores? 318.50 9.10

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SOURCES

http://bangladeshroaring.blogspot.com/2013/06/ice-cream-market-heats-up-by-

brands.html

https://www.facebook.com/bellissimobd/info?ref=br_tf

http://www.bellissimobd.com/

http://www.facebook.com/bellissimobd/

Marketing Management by Philip Kotler

Ashik Hasan – Consultant of Bellissimo

http://www.bellissimobd.com

Staffs of Bellissimo ice Cream Parlor

http://www.kazifarms.com/

http://en.wikipedia.org/wiki/Kazi_Farms_Group

https://sites.google.com/site/amliglooicecream/igloo-price-list

http://www.b2bmarketing.net/blog/posts/2013/06/24/5-steps-understanding-your-

customer%E2%80%99s-buying-process

http://www.segmentationstudyguide.com/understanding-perceptual-
maps/points-of-difference-pod/

http://www.segmentationstudyguide.com/all-about-positioning/over-and-
under-positioning/
http://www.segmentationstudyguide.com/all-about-positioning/positioning-
examples/

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