Case study 3

Mr. Hamood joined newly as a Marketing Manager in a famous Ibra Ice Cream Company in Oman. The companys ice cream had huge demand as the ice creams were tastier and had more flavours. The company introduced a New Ice Cream named Taste Bites, and wanted to market all over Oman. Mr. Hamood was made responsible for marketing the new product, He called his staff for a meeting and discussed the various strategies to market the new product. He also suggested the marketing director to set high price for the new product.

Mr. Yaqoob, the Marketing Director of the company was worried about the pricing of the new ice cream introduced by the company. Mr. Bilal, the Sales Manager, who use to take care the pricing of products, had recently resigned from the job and left the company. Now pricing responsibility was also given to Mr.Hamood. As Mr. Hamood is new and already assigned with marketing responsibility was seriously looking for someone to help and advise him with this new task. The company was having issues related to pricing, wholesaling, retailing, and dealing with broker & agents. They have to choose the best course of action to capture the market share.

Question 3

i. Comment on Mr. Hamoods with various steps to be followed in planning and developing the

new product Taste Bites in the company. (5Marks125/ 150 words)

ii. Evaluate the pricing strategy adopted by Mr. Hamood for the new product.

(2 Marks 50 /75 words)

iii. Can Ibra Ice Cream Company be started as a specialty shops? Comment.

(3 Marks75 / 100 words)