INTRODUCTION

Marketing

The term marketing is one that is widely used and misused. To some it has an image

of glamorous and exciting careers; to others it concerns the cynical exploitation of

consumers using a variety of means of persuasion. Certain marketing activities such

as selling and advertising are the most visible and least mysterious parts of marketing

expenditure.

In this assignment I have selected to discuss on Ice Cream. There are different

varieties of Ice Creams available in the market with lots of competition. Below are

some of the different brands, which are very well established in the market.

ICE Cream

In this table type of ice cream product is there in super market

Brand Company Size Price Packing

Kwality Pure Ice cream 140 ml Plastic

Co. LLC I litre 800 Bz Plastic

500 ml 600 Bz Plastic

120 ml 200 BZ Plastic

Unikai United Kaipara 200 ml 100 Bz Paper

Dairies (P.S.C 115 ml 100 Bz Paper

65 ml 100 Bz Paper

2 litre 700 Bz Paper

85 ml 100 Bz Paper

Ialoo Unipex Dairy 140 ml 200 Bz Plastic

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 products Co. 120 ml 200 Bz Paper

500 ml 900 Bz Plastic

110 ml 400 Bz Paper

Magma United Kaipara 120 ml 300 Bz Paper

Dairies Co.

 The Kwality produce more type of ice cream sizes.

 The Magma produces a few of sizes of ice cream.

 This brand uses paper and plastic for packing

MARKETING MIX

The marketing mix as a concept has both strategic and technical dimensions. The

strategic dimension of the marketing mix is primarily concerned with decisions about

the relative importance of the mix elements for a particular product-market

combination. Promotion and particularly television advertising. For example, may

play a key role in the marketing mix for fast-moving consumer goods, but may be

almost irrelevant for specialized industrial goods.

The table is about communication mix:

Kwality Unikai Igloo Magma

Sales promotion √ √ √ √

Sales promotion X X X X

Public reflection √ √ √ √
and publicity

Personal selling √ √ √ √

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The kwality company use a lot of communication such as advertising, public relation

and publicity but it does not use sales promotion because the sales promotion is very

expensive and don’t move the product sales and also, the other company use some

communication because this way is very easy for companies.

The new brand name is ‘DATES ICE CREAM’. This type of product in Oman is

very rare product. It is simple covered by all school children’s and the youngsters.

This type of ice cream is very strength to health, and highly movable good daily. Any

one interest to start this product, who can invest very small investments.

In Oman market, this product will be a different. At present so many Ice cream

product is coming such as Zain, Igloo, Unikai, Kwality and other brands. This type of

product we can easily stand in the market, easily pickup in sales line. When compare

other products the Kwality Products is now leading sales in Oman. There are

different sizes are present in products and highly taste also their sales technique. This

type of product can’t affect any other goods.

Decided to product ‘Family Pack’. This is better for economy and money save. In all

products must be product this family pack, but the normal sizes should be product

each items

Mostly this product will be purchased by foodstuff shops and ice creams bars and

cafeterias and coffee shops. Some bars, pubs and hotels will be purchasing this type

of ice creams.

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Depends upon sales in market and starting it will be small quantity like as 100 to 200

cartons. This product target will be monthly 2000 to 5000 Rials against sales.

The selected name for this Date Ice creams is as ‘Nahla’. This will be a general

design and common for all. Nahla may the Date’s Tree or any other name to mind it

easily.

Sizes should in various sizes of product, because the buyers should identify easily. It

should be economy. There are four sizes Viz., 35 ml, 70 ml, 150 ml & 400 ml and

Family pack is 400 ml.

The prices should be very economy and the consumer will be the customer. The

prices will be for 35 ml 0.050 Bz, 70 ml 0.100 Bz, 150 ml 0.200 Bz and 400 ml 500

Bz.

Initially own sales by own vehicle, if it will be good sales after arranging some sales

representatives by Omani Nationals with own behicle or the company will arrange the

vehicle, better by sales representative by commission basis.

For better quality no need advertisement and free items. But this type will be better

and initially to start/to know the product each and every person in Oman market will

some free items like useful for school students and draws will be introduced.

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Marketing Communication Mix: The marketing communication mix consists of

five modes of communication:

Advertising: Any paid from of non-personal personal presentation of products and

services by an identified sponsor.

Sales Promotion: A variety of short-term incentives to encourage trial or purchase of

product or service. E.g. coupons, discounts, introductory offers, contests, etc.

Public Relations and Publicity: A variety of programs designed to promote or

protect a company’s image or its individual products. E.g. Colgate conducting dental-

check-ups at schools.

Personal Selling: Face-to-face interaction with prospective buyers of the purpose of

product presentations/demonstrations/answering queries and procuring orders. E.g.

Insurance Company’s sales executives do personal selling.

Direct Marketing: Use of mail, telephone, fax, e-mail or Internet to communicate

directly with specific customers and prospects.

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CONCLUSION

I submit this assignment regarding the new product of Date Ice Creams to start with

Shelf Share, Market Share and Mind share. In my view of point I am gathered fully

and area wise. There is some welcome from all sides. After going through the market

I planned to complete my assignment on the product Ice cream. I referred lots of

references to complete this project, like the books in the library, visited supermarkets

and Internet for additional information and pricing of the products.