Bellissimo Ice Cream

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.

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.

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