This report provides a comprehensive marketing analysis of Streets Ice Cream, specifically focusing on the Paddle Pop product. It begins with an introduction to marketing management and the Streets brand, owned by Unilever. The report then delves into consumer segmentation, identifying key target markets like children, teenagers, and party people, and their respective demographics, behaviors, and attitudes. A positioning map illustrates the brand's current market position, emphasizing its mid-range quality and pricing strategy. The brand strategy is examined, highlighting the use of existing brand elements like the "Paddle Pop" character and a magical theme jingle, along with slogans like "Stop me and buy one" to influence consumers. The marketing objectives include expanding the target market, launching sugar-free flavors, and targeting international markets. The report outlines a product development plan for Paddle Pop, including idea generation, screening, concept development, and market testing. The integrated marketing communication plan focuses on advertising, sales promotion, public relations, and direct marketing. Finally, the report includes a marketing budget, schedule, Gantt chart, and forecasting, culminating in a conclusion and references.