POLAR- the age old ice cream brand lost market share to IGLOO over the last 8 to 10 years for multiple set of reasons. IGLOO is still the key player in the market. Three years back, both IGLOO and POLAR suffered stiff competition from few new brands like BLOOP. However, none of the new brands survived due to weak supply and lack of understanding of the market and IGLOO retained the market leader position. Recently POLAR launched a new premium ice cream brand called Raffinato (https://www. raffinato. com. bd/) in an effort to rebrand and reposition itself. You can find the Raffinato available in the Dhanmondi Unimart. The Raffinato branded refrigerator is located on your left side just after you enter Unimart. You can visit it if you would like to but for this assignment, secondary research should be good enough.

Please answer the following questions:
•In your opinion- what were the major reasons for POLAR losing the brand value even after a great entry to market?
•What might be some of the reasons for POLAR to relaunch the product at this time? What could be some of the opportunities and threats for launching a new brand at this time?
•What was POLAR's targeting and positioning strategy for Raffinato?
•Look at all aspects Raffinato and share your opinion regarding the marketing and branding strategy of Raffinato?
•What should POLAR do to get the initial market attention and maintain long term brand value for Raffinato?