Company overview:
"Bellissimo" is concern of Kazi Food
Industry (Kazi Farms Group Ltd), were introduced in Bangladesh as a
high-quality, premium ice cream brand in 2013. It provide a range of
international standard products with the promise of a mere 10% flat milk fat
and numerous flavors. Regular ice cream contains less than 10% milk
fat. As a premium brand its price is higher than another regular ice
cream.
Bellissimo offers you
an international standard of ice cream. Bellissimo guarantees unmatched flavor
and creaminess. Bellissimo ice cream uses natural flavours to give you a
tongue-a-licious experience this ice cream is creamier because they use rich,
creamy milk fat instead of cheap vegetable oil.
The products they offer are:
·
Ice
cream cups
·
Ice
cream cones
·
Ice
cream sticks
·
Ice
cream sandwiches
Passion: passion for international quality ice cream
also led to create different flavours and textures.
Bellissimo Is a very
well known Ice cream brand of Bangladesh.
After Igloo and polar, Bellissimo
has taken a huge place in peoples mind and preference. High premium quality and
verity of taste has set up a high acceptance among the consumers. They are doing many promotional activities to
create a high value towards people’s life.
They are focusing on
experiential and relationship marketing. Through their promotional activities
they are creating high awareness of their brand. They are doing experiential
marketing through…
sense marketing through tvc,
billboard, radio, experience to tasting ice cream in Bellissimo café.feel
marketing through tvc,
Feel marketing through tvc, billboard
Act marketing by giving chances to
the customer to participate many campaigns.
For relationship marketing they are focusing on..
mass customization: they give chances to their consumer to create their own recipe in café Bellissomo Ice crème parlor. Consumer can choose their own flavor to customize their own ice cream.
For relationship marketing they are focusing on..
mass customization: they give chances to their consumer to create their own recipe in café Bellissomo Ice crème parlor. Consumer can choose their own flavor to customize their own ice cream.
One
to one marketing: they are offering different flavors by judging
customers choice and preference
For the channel, bellissimo is using directe
channel and indirect channel both.
Direct channel: Bellissimo Ice cream parlor in Banani.
Direct channel: Bellissimo Ice cream parlor in Banani.
Indirect
channel: Bellissimo ice cream is available in every retailer shop with regular packaging.
Advertising Appeal:
Bellissimo is using
many appeals to attract customers. They are simultaneously releasing advertisement
to get attached with people. They are specially using those Informational
appeal..
Feature: Bellissimo guarantees unmatched flavor and creaminess. This
ice cream uses natural flavours and milk fat. with the promise of
a mere 10% flat milk fat.
Competitive
Advantages: they are using indirect superiority claiming that no other
ice cream company in Bangladesh are giving 10% milk fat with premium quality.
Favorable price: as per the quality
they are claiming favorable price
they tries to create emotional appeals through the ads. they frequently uses happiness, youth, approval, pleasure involvement, joy, excitement through their ads.
in the other appeals they uses..
seasonal:
in different seasons, they come up with different ads
Festive/ special public event:
Eid, Cristmas, Puja, world cup, in different festival they run promotional campaign.
Advertisement execution:
Dramatization:
one of their very popular ad can be a example of this appeal.
Demonstration: in maximum ad they demonstrate people how to eat Bellissimo ice cream.
Imagery: in different campaing they show only their logo.
Sales promotion:
Contests/ sweepstakes:
Bellissimo is frequently doing contests to keep busy their customers with the bran. in many different recent topics they are proving that. example: for Valentine day they ran a facebook contest where people have to post their couple pic and most like picture will be rewarded with free dinner in famous restaurant.
Event marketing:
many events are being launched by Bellissimo. recently they launched Fuad's new album. they were proud partner of Asia cup.
Internet Marketing:
in Internet marketing they are doing search engine marketing(SEM)
Mobile Marketing:
they have a apps in google play store name "Bellissimo finder" you can find the cafe and the stores where Bellissimo is available.
social media:
they proudly run their facebook page and website. all the recent stories are being uploaded.
leveraging:
Bellissimo has gained a good response from maximum of urban, sub-urban population. they did some leveraging to create this value in customer mind.
Company:
Bellissimo is a product of Kazi food of industry. Kazi firms director got best business award in 2004. this firm is running business with pride for a long time.
Country of origin:
they are using local bangladeshi product. they are promising that, with the best local ingredient they are making world class premium ice cream.
Channels distribution:
for the distribution bellissimo is following both direct and indirect channel.
Events and Sponsorship:
every year Bellissimo run many events and sponsors many important social events. like as sports event, comic on, student well fare, Ditf etc.
sources:
1.Retrieve from: http://www.kazifarms.com/sites/all/themes/kazi_farms/kazi_food.html
2.Retrieve from: https://www.facebook.com/bellissimobd
3.Retrieve from: http://www.bellissimobd.com/finder/
4.Retrieve from:://www.bellissimobd.com/about/#sthash.syVCxyYk.dpbs
5.Retrieve from: http://www.bellissimobd.com/products/#sthash.uLa7G13s.dpbs
