Business procedures of corporate sales in IGLOO ice-cream

Abstract

The whole Internship Report has been focused on the business procedure of Corporate Sales, Customer Relationship and their brand loyalty for the country’s largest Ice Cream brand, Igloo. Build up long term relationship with its clients through launching a new department called Corporate Sales has been mentioned here. All the operational activities done by this department, some of the marketing approaches, new product line, its current market share, competitors, strength, weakness, threat, opportunities and its different communication strategies have been a major part of this report. Besides, evaluation of Igloo’s different marketing theories such as Marketing Mix, Five Promotional mix (Advertising, Sales promotion, Public relation, Direct marketing, Personal selling), both the Primary and Secondary data have been used to conduct this study. The consumer survey on satisfaction and brand loyalty are the main sources of the Primary data whereas different scholarly articles, news articles and publications have been used as a source of secondary data. The contents of this internship report have 6 sections: It begins with the Introduction part which contains the significance, background, scopes, limitations of internship in the undergraduate program. In the next part, the overall detail about Abdul Monem Limited and their working processes have been portrayed. Afterwards, the overview of IGLOO Ice Cream has been highlighted with many segments. The fourth part highlights Job Description part regarding my duties & responsibilities as an intern for “Corporate Sales Department”. Finally, the main topic of my report has been discussed later on. “Business Procedures of Corporate Sales in IGLOO Ice Cream” has been detailed out in the fifth part followed by findings, recommendations and conclusion.