Ice Cream Brand In Dubai:
The Brand was seen as a low cost, inferior quality brand that largely appealed to
the lower echelons of society – the Indian immigrant labour in Dubai.
They wanted to appeal to the younger Asian and local Arab population – in the middle-income
group.
Over the years the stature and lifestyles of Asians in Dubai has increased. Many
do not have recollection of brands from their country of origin.
Hence, the brand was reengineered.
The graphics were made more contemporary. The product portfolio was redone – now
introducing three ranges –incorporating some of the current best sellers; but adding
on new variants and a specialty range for low cal; natural flavours
Distribution was revamped and different ranges were offered at differing outlets.
Including modern trade. All under a new positioning platform.