Answer the following in details. For the product named 'lite style' which is a healthy ice cream.

1. Promotion strategies with implementation plan and rationale?

2. Segmentation, target market profile, positioning statement?

Uniliver Product A. Product: Keto friendly ice-cream (Low carb, low calorie and no sugar) that contains 10 to 20 grams (a range that is considered acceptable to people on a keto diet) of carbohydrates per serving. B. Category: Ice-Cream C. Problem: 1 in 4 Canadians adult (26.6%) are suffering from obesity. Regular ice- creams are usually unhealthy and if they find an alternative they are indicated to suitable for people on diet. Healthy ice-cream is also perceived as sacrifice "taste". D. Solution: Ice-cream that is low in carbohydrates and tastes exactly the same as regular ice-cream. E. Gap: There are several brands in this sector, but we will label product with "Low glycemic Index", that is easy to read for the customers. It will be offered in wide variety of flavors and indicate warning to people who are allergic to some kind of allergies. Many brands are selling the regular products that are either beyond the acceptable range of keto diet or clearly mentioned that it is for keto diet or people who are trying to get skinnier. For example, one of the brand names was "Skinny Cow". We will promote it as healthy ice-cream and not as ice-cream that is supposed to served to people on a diet only. F. Segment: People who want healthy lifestyle, on diet or in keto diet. G. Target: Health-conscious people, people on a diet. A healthy ice-cream and specifically focus who are heath conscious but might not be on a diet and it is also within the range where people on keto diet can enjoy. H. Frame of Reference: A healthy ice-cream brand. I. Point of difference: a. Functional: Low on carbohydrates, no sugar, essential fats and very low lactose. No harmful chemicals and added preservatives (In healthy products, the word "added preservatives" scare the customers". b. Emotional: A sense of achievement where customer enjoyed the ice-cream without even breaking the rule of healthy lifestyle or a healthy diet. "A cheat meal" you should be proud of. J. Reason to believe: Ice-cream that fits to your daily intake of nutrition for healthy lifestyle with a wide variety of flavors and colors. A simple to read label that indicates the ingredients and their nutritional value so that customers can make informed decisions. Low carbohydrates, low calorie and no sugar intake.