Polar Ice Cream

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’.