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Selected good: Vegetable and fruit mix based ice cream for Unilever’s “Heartbrand”
Introduction
Frozen dessert, particularly ice cream, is one of the most prominent sectors of production due to its wide market scope and popularity. However, it is threatened by the increasing concern for healthy diets due to its fat, calorie, and sugar content. As a result, the demand for a healthier version of ice cream with retained or even improved sensory properties arises. Unilever responds to this demand by launching a new kind of ice cream which is based on vegetable and fruit mix, therefore improving the nutrient content. Economical analysis of the product, including market structure, associated costs, elasticity of demand, and pricing and non pricing strategies is provided below.
Market Structure In order to identify the suitable strategies for the product launch, it is essential to identify the type of market structure in which the product will engage in. The product is a differentiated version of conventional ice cream, but is an imperfect substitute. In essence, the product is expected to compete in the market by means of value added attributes. Furthermore, there is relatively large number of sellers which could enter and exit the industry easily based on the market conditions. From the mentioned characteristics, it could be inferred that the type of market structure for the product is a monopolistic competition (McConnell, et al., 2009).
Target Market There is also the need to identify the target consumer scope in the market, which would be useful in the consideration of strategies to improve the standing of the brand in the market. The product itself is a value-added product, in which people are expected to pay a premium price for the improved version of ice cream. As a result, from the income level, it could be concluded that

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