Resonance in marketing is the reflection of a product or brand, in details, the reflection of a brand is the popularity or
the opposite in the consumers’ mind. Now countries
like Bangladesh, where market is growing, global brands
might be doing well but there are also national brands which are dominating since
there establishment and people's repetition on this certain brands makes the brand more competing related to other. One such brand, in its growing segment, is said to be a
stand out, introducing new products every time and also gave a grand come back,
modernized everything from products to management and with a tag ‘Delight in Every Bite’, Polar Ice Cream came newly to the nation.
How famous it is? Well now, almost in every convenient store there is a freezer
of their penguin logo and almost in every hand there are different flavors of the
delight.
Talking about resonance, lets see how Polar Ice Cream is different from other brands.
Let’s think of
the recent product they introduced, Tiramisu Cake. According to their record,
the product is still on test basis but gained much popularity in short time. This
multi layer cake was to be eaten before in sponge but now according the
retailers overview, the cake is getting top because of the multi cream layers
replacing old form, consumers are willing to pay and they are simply
appreciating this new way of eating cake. And that's salience of the brand.
Marketing
way, performance is measured on the consumers’ response. Polar Ice Creams
performance is to be highly seen in summer times. The hot summer sweating up
and first thing cooling any one are the ice lollipops and now the lollipops
that people wants are either pineapple or mango flavor or the milky Malai. And in
family occasions Kheer or Doi gets the highest priority to joy with happiness and recently joining
the Tiramisu Cake in the chart.
On other hand Polar Ice Cream executives
judge there brand in terms of units sold to that of produced and to them that’s
a very big thumbs up. They are the only brand producing fruity flavor, Kheer and
Doi flavor and true indeed they have also received a positive feedback from all
around Bangladesh in terms of keeping the flavors they promised, keeping the
looks just the way they look like in their original form and yes fulfilling the
meaning of their tag line.
The recent activity in Dhaka international trade fair 2015
of buying an ice cream and winning a Samsung handset made a very high response among
everyone, also the campaign of meeting singer Topu and Naziba in Valentine’s
day by simply buying a delight pack and
registering via facebook also made a huge reaction among consumers. Last year they also endorsed cricket sensation Sakib Al- Hassan in their still motion advertisement
Hence, in conclusion it can be said that Polar Ice Cream did create a mindset among people of tasting years old desert in ice cream and introducing fruit flavor in very distinguished and unique way, and making people remember of who they are say ‘Delight in Every Bite’.
