1. HICO Ice Cream
Sania Moazzam
Sunday, November 24, 2013

2. Issues with HICO Weak Positioning No association with happiness
Low quality product
Unattractive packaging
Weak Marketing
Unaware of 100% pure & natural ingredients
Nobody knows HICO exists since 1952
Do not remember any campaign

3. Methodology Primary Research Qualitative Consumer Feedbacks
Retailer Interviews
(6)
Quantitative
(64 questionnaires)
Consumer Survey

4. Methodology Retailer Interviews Haidery Super store Lutf Mega mart
Cakes & Bakes (DHA)
Shaheen store (DHA)
Shaheen General store
S Mart

5. Retailer Interview Questions
1. Which brands of ice creams do you keep in your store?
2. How many freezers in total do you have?
3. About how many customers buy ice cream in a day?
4. What is most preferred brand in ice cream among customers?
5. What do you think the reason of its being the most preferred brand?
6. Do customers usually prefers family packs OR bars/stick/cones?
7. Which brand gives you the best margin on sales?

6. Retailer Interview Questions
8. Do you remember any of its marketing activity/campaign or ad?
9. Which factor do you think affects the most when consumer is buying Ice Cream?
10. What is the major reason of not keeping HICO in your store?
11. What type of issues you have faced regarding HICO Ice cream?
12. In your opinion how can HICO increase its market share and attract more customers?
13. What type of customer usually buys Ice Creams?
14. What is your view about HICO Ice cream

7. Survey Respondents

8. Research Findings

9. Research Findings

10. Research Findings

11. Research Findings

12. Research Findings

13. Research Findings

14. Research Findings

15. Research Findings

16. Research Findings

17. Retailer Interview Analysis

18. Haidery Super Store
Lutf Mega Mart
Cakes & Bakes
Shaheen store
Shaheen General Store
S Mart
BRANDS you keep in your store?
Walls & Omore
Walls, Omore, Hico & Yummy
Walls, Omore & Hico
# of freezers
Two
Three
One
Most preferred brand from customers
Walls
Bars/cones Walls Hico Famliy packs
Bars/cones Omore
Hico Family Packs
Omore
Best Margin
Almost same
Reason of being most proffered
Strong advertisement
Don’t know
Event/ functions
Price
Popular, especially Cornetto & feast

19. Haidery Super Store
Lutf Mega Mart
Cakes & Bakes
Shaheen store
Shaheen General Store
S Mart
Family packs/ stick/cones
Depends on age
buckets and family packs
Sticks, less family packs
Family packs for guests
Cones & sticks for individuals
View about HICO Ice cream
Popularity and sales declining
Good ice cream but market leader Walls
Good product but not market leader
Old ice cream brand
Salesmen make only 1 visit in a month
No Hico ice cream starting between Rs.15-Rs. 25
Awareness of marketing campaign
Boards in front of shops when launched
In-store marketing
No. Can’t recall any
Marketing done when launched
Factors affecting purchase
quality and taste
Price and taste
Quality and variety
Colors & shape: kids
Taste: adults
Quality and brand name
Brand name

20. Haidery Super Store
Lutf Mega Mart
Cakes & Bakes
Shaheen store
Shaheen General Store
S Mart
Reason of not keeping HICO in store
Low demand melts quickly short supply, less variety
N/A
Less space, Distributor never approached.
Supply issues
Less space, Hico not contacted them
Type of customers usually prefers HICO
Families
Age 40 & above
Issues faced regarding HICO Ice cream
Short supply, less demand, melts quickly
seasonality effect ??
Weak distribution
Weak distribution marketing
Type of customer usually buy Ice Creams
SEC A & B,
15 yrs +
SEC A and B, kids
SEC A&B, all ages
Children
Children, ladies
All ages

21. SWOT Analysis

22. Internal Factors Strengths Weaknesses Pioneers
100% pure dairy ice cream
Unique flavors
Family packs
Strong institutional buyer base
Weak marketing
Weak positioning
Limited availability
Low brand equity
Less focus on bars/cones/cups
Unattractive packaging
Short supply

23. External Factors Opportunities Threats Large untapped market
Ice Cream parlors
Co-branding
B2B-Marriage halls/caterers
Strong demand for ice cream
Large market share of competitors
Legal and ethical issues
Economic recession
Political instability

24. Competitive Analysis

25. Strengths Heritage 100% pure dairy ice cream Unique flavors
HICO
Heritage
100% pure dairy ice cream
Unique flavors
Customer loyalty
Walls
Good image in the mind of customer
High quality
Strong sales network
Aggressive promotions scheme
Omore
Strong advertising campaign

26. Co-branding strategy with ‘Oreo’ Strong institutional buyer base
Unique Strengths
HICO
Family take away packs
Offers diet ice cream
Co-branding strategy with ‘Oreo’
Strong institutional buyer base

27. Weaknesses Weak marketing Weak positioning in consumers’ minds
HICO
Weak marketing
Weak positioning in consumers’ minds
Low brand equity
Unattractive packaging
Small distribution
Walls
Pure milk is not used in ice cream
Not a dairy ice cream, but a frozen dessert
No variation in Taste
Omore
New entry in the market
Expensive family packs

28. Opportunities Large untapped market to grow its business
HICO
Large untapped market to grow its business
Move beyond niche marketing
High sales figures in winters
Walls
Gap in Mkt. for diet ice
Create strong position in all for long period of time
Omore
Introduce diet ice cream for diabetics
New flavors and attract more consumers

29. Threats Introduction of new flavors and products from Walls
HICO
Introduction of new flavors and products from Walls
New e.g. Omore/ Nestle Movenpick
Walls
In the market for a very long time
Omore

30. Perceptual Map

31. High Market
Share
Strong Marketing
Weak
Marketing
Low Market share

32. New Strategy

33. New Strategy Rebranding Changing peoples perception about HICO
We will generate recognition among target audience
New campaign
creation of positive perception about HICO as there is lack of exposure.
Consumers are not aware of the any sort of message from the HICO brand

34. New Strategy Boosting HICO by engaging in creating advertisement
HAPPINESS
CAUSAL HANGOUTS
FRIENDS
FUN

35. Demographic Segmentation
 Market Segmentation
Demographic Segmentation 
Gender
Both males and females
Age
(10-50) Children, Teenagers and Families
Social Class
SEC A and SEC B

36. Geographic Segmentation
Market Segmentation
Geographic Segmentation
Urban population
People living in cities:
Lahore
Karachi
Islamabad
Faisalabad
Multan
Sialkot

37. VALS Framework Ideals Thinkers Believers Achievement Achievers
Innovators
High Innovation
High Resources
Ideals
Thinkers
Believers
Achievement
Achievers
Strivers
Self-expression
Experiencers
Makers
High resources
New & unconventional
Open-minded
Fun-loving
Fashion
Socializing
Entertainment
Survivors
Low Innovation
Low Resources

38. Brand Personification “Fun loving, jolly and sparkling people”
New Strategy
Brand Personality
Fun Loving
Brand Personification
“Fun loving, jolly and sparkling people”

39. New Strategy Symbolizes mystery, magic, power and luxury Purple
Appearance of something that is fun and easy to do
White
Purity
100% pure dairy ice cream

40. New Strategy
Peripheral Route to Persuasion
Low Involvement Product

41. Maslow’s Hierarchy
HICO fulfills the “Social” needs of an individual.

42. Theory of Needs
Having HICO fulfills Need for Affiliation

43. HICO’s New Logo

45. Print Advertisements

50. Hico Kiosk

52. TVC

53. Thank You 