...Consumer Behavior towards Ice creams: A perspective on Kwality Walls Contents 1. History of Ice creams 3 2. Stages of Consumption 3 3. Market Analysis 4 3.1. Ice cream industry in India 4 3.2. Challenges 6 3.3. Future growth prospects 6 4. Attitudinal factors: Ice creams 7 5. Company background 8 6. Short-term and Long-term Memory factors in Ice cream 10 7. Maslow’s Hierarchy 10 8. Competitors 11 9. Recent Developments in Ice cream industry 12 9.1. Effect on Kwality Walls 13 10. References 14 1. History of Ice creams Ice cream's origins are known to reach back as far as the second century B.C., although no specific date of origin or inventor has been undisputedly credited with its discovery. We know that Alexander the Great enjoyed snow and ice flavoured with honey and nectar. Biblical references also show that King Solomon was fond of iced drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavoured with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. Historians estimate that this recipe evolved into ice cream sometime in the 16th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the table of...
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...Industry history and Market background 4 III. Market size 5 IV. Market growth 5 Australian Ice Cream Industry Size 2005-2009 5 V. Market shares 7 VI. Environmental Factors 8 VII. Company 9 1. Company History and Background 9 2. Company Operations 10 3. Mission Statement 11 4. SWOT Analysis 12 VIII. References 14 Appendices 15 I.Introduction and Executive Summary 1. Executive Summary The report is divided into two sections. The first section is a summary about the Ice Cream industry in the Australian Market, the summary of how well-known brands were established in the first half of the 20th Century. This section also describes the Market Size and Shares between major companies in 2012 as well as how the Ice Cream Industry grew within five years from 2005 to 2009. The section ends with two environmental factors that can affect the Industry in the Australian Market. The second section mainly focuses on a major company in the Australian Market. Unilever was chosen due to their popularity in Australia with famous Ice Cream brand, Streets, which has been in business for more than 80 years. This section gives an overview about the background and history of Unilever, some information about their mission statement and an analysis on their strengths, weaknesses, opportunities and threats. 2. Introduction This report describes the Australian Ice Cream Industry, giving statistic, details on the market size, as well as the market growth of the...
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...Leukemia Society Outline 1. Introduction A. Definition of Leukemia B. How it affects the population C. The scale of population affected 2. Leukemia Society A. History of the society B. How it was formed C. Controversy 3. Factors that necessitated the formation of the organization A. To provide support to victims and families B. To provide funding for research on leukemia 4. Governance A. How is the organization governed B. Its mission C. How does the organization fulfill its mission 5. Personal views about the society A. The significance of the organization B. Importance to the society 6. Conclusion 7. A. summary of facts and arguments about the Leukemia society Leukemia Society Organization Introduction/ Disease Leukemia is a disease that is associated with the abnormal or immature white blood cells which are generally referred to as leukemia cells. These leukemia cells do not do the normal function of the white blood cells, which helps the organism to fight against body infections. Leukemia is also said to be the cancer of the body’s blood forming tissues such as the bone marrow and the lymphatic system. The deoxyribonucleic acid (DNA) of immature blood cells (white blood cells/leukocytes) becomes damaged in certain ways. Hence, these activities cause the blood cells grow and divide abnormally (Klosterman 26). In addition, abnormal blood cells do not die as easily as it is the custom...
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...6.1 Marketing Mix Marketing mix is a set of controllable marketing tactics used by business to promote their product and achieve its marketing objectives. (L. Lake, 15 June 2017) Marketing mix is also called the 4Ps which consist of Promotion, Place, Product and Price. (M. J. Baker, 2001, p.54) 6.1.1 Product A product is the item that business makes with aim to fulfil the needs and wants of customers. It is also the item that business actually sold to the customers. For our company, our product is the ice cream. (Talloo, 2007, p.154) 6.1.1.1 Product Design- features and quality Our company has designed our products according to the features and quality that all range of customer desires. Our ice cream is made from natural fruits such as...
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...The marketing strategy to sell the sugar free ice cream depends on the following – 1. The customer’s characteristics. * Age: We have our focus on two age groups of people, 25+ and 40+. As a person grows old, the body metabolism begins to decrease and they are more prone to diabetes. Those people opt for sugar free products to lower their sugar levels. Those are the people whose age is 40 years or more. People from the age group of 25 years are become more health conscious. They try to stay away from illness like diabetes. As such, they opt for sugar free items. * Gender: Basically it is seen that among people of age 40 years or above, the female gender have tendency to acquire diabetes more quickly than the male gender. Also in the 25 year group, the female gender is more health conscious than the male gender. * Income Bracket: People belonging to the upper middle class and upper class have grown more conscious about their health in the recent years. And as such, they have shifted their food habits, from food containing sugar to sugar free food. Because they have the ability to bear expense of sugar free items than the lower class people. * Education: The more people are educated, the more they are health conscious and they try to avoid sugar from their food whenever possible. * Family Background: People who have a background where any of their family members have diabetes, tends to acquire diabetes. Hence they cut out sugar from their food and add sugar...
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...EXECUTIVE SUMMARY Heaven is a type of indulgent ice cream which target market is women in the age of 30-45 years old. This segment of Australian population is 2.35 million people, what is meant is that this is still a potential market for Nestlé Australia Ltd to gain more market share. In addition, the percentage of growth of impulse ice cream increased by 14.4% over a period of 5 years from 2003 to 2008 and is expected to go up to 15.1% in 2011. This proportion will contribute to an incline of 1.5% of total volume growth of ice cream market. Based on data about market share, market growth rate and BCG matrix, current position of Heaven‟s ice cream is question mark. To move its position to star, market penetration strategy has been applied. Marketing objectives of Heaven from 2009 – 2011 are defined below: To increase unprompted awareness of consumers about Heaven brand name from 12% in 2006 (The Media Federation of Australia, 2009) to 30% in 2011. To grow market share from 4.0% in 2008 to 4.8% in 2011 To increase sales revenue from A$ 43.8 million in 2008 to A$ 62.9 million in 2011 To achieve these objectives, marketing strategies has been suggested. Heaven is positioned as a kind of indulgent and luxurious ice cream with an affordable price – A$ 8.39 for each multipacks. In 2009 – 2010, there is an increase in communicating in order to attract more customers as well as gaining unprompted awareness of them through advertising campaigns, sponsorship, in-store communications...
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...MARKETING PLAN BEN & JERRY’S 2012-2015 TABLE OF CONTENTS Page 1. CURENT COMPANY SITUATION……………………………………. 2 2. MISSION STATEMENT………………………………………………….3 3. MARKET SHARE INFORMATION…………………………………….3-6 4. MARKET ANALYSIS……………………………………………………6-8 5. MARKET COMPETITORS……………………………………………. 8-11 6. NEW PRODUCT……………………………………………………….. 11-12 7. FUTURE MARKETING STRATEGY………………………………… 12-15 8. FINANCIAL FORECAST……………………………………………….15-17 9. CONCLUSION…………………………………………………………. 17 10. LIST OF REFERENCES…………………………………………… 18-19 1. CURENT COMPANY SITUATION 1.1 Short History Ben & Jerry’s it’s an American company, producing super-premium ice cream that was founded in 1978 through the collaboration of two friends: Ben Coben and Jerry Greenfield. The two began the business by opening a shop in a renovated gas station in Burlington, Vermont, in 1984 following the first factory to be opened. The company’s product range is plentiful with several flavors including cream, frozen yogurt or sherbet, made with natural ingredients. 1.2. Ben & Jerry’s Today In April 2000, Ben & Jerry's sold the company to British-Dutch multinational food giant Unilever. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there...
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...5794 Strategic Management Spring 2006 Ice-Fili: Winning Strategem in a Contemporary Venue -Team 5- 900-22-7377 904-46-8228 904-47-4673 904-50-0701 904-50-7922 904-52-3718 February 13, 2006 Executive Summary Ice-Fili had been successful in the past, surviving various tumultuous times including the transformation of the Russian closed economy into an open economy and the financial crisis in 1998. As Russia’s largest domestic ice cream producer, they had held onto their market leadership for many years. However, increasing competition from foreign companies, along with the emergence of regional producers of ice cream led to Ice-Fili’s market share erosion in the recent years. Porter’s five forces model was the primary method to analyze Ice-Fili’s industry and its competitiveness in the industry. Segmentation analysis was used for further study of the ice cream industry in Russia. The analysis was carried on key variables like distribution channel, buying behavior, geographic locations, and product characteristics. Based on this model, various alternatives were considered. From these alternatives, it was possible to form a recommendation: Ice-Fili will need to focus on the strengthening of its distribution channel through various efforts including marketing and raising of capital while focusing on its long history and brand recognition. Above all, availability of its product to the consumers is the key to Ice-Fili’s success. Porters Five Forces ...
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...Promotional mix 8 7. Conclusion 9 Reference 1. Introduction 2.1 History Haagen-Dazs was founded in 1961 by Reuben Mattus and his wife, who helped his mum to sell ice-cream from a horse-drawn wagon in the crowded street in New York when he was young. At the very beginning, Haagen-Dazs only had three flavors ---- coffee, vanilla and chocolate, and can only be bought in gourmet shops in New York City. Because of the fantastic creamy and rich taste, Haagen-Dazs became more and more popular in the east coast of the United States. In 1976, after Mattus’ daughter opened the first Haagen-Dazs shop, Haagen-Dazs shops had expanded rapidly across the country. The Pillsbury Company bought Haagen-Dazs brand from Mr. Mattus in 1983, and then the Grand Metropolitan bought Plillsbury Company in 1989 implied Haagen-Dazs was controlled by a European company and began to expand its European market. Nowadays, Haagen-Dazs ice-cream is sold in 50 countries and the logo of Haagen-Dazs even become a symbol of super-premium ice-cream. Through over half-century development, Haagen-Dazs creates various frozen dessert to customers besides ice-cream, and build the Haagen-Dazs brand successfully. 2.2 SWOT analysis strength | weakness | * Long history...
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...BASKIN ROBBINS Marketing Mix The marketing mix of a company consists of the various elements as follow which form the core of a company’s marketing system and hence helps to achieve marketing objectives. The marketing mix of Baskin Robbins’s is as follows:- 5.1 Product Baskin Robbins places considerable emphasis on developing a menu which customer want .Market research establishes exactly what this is. However, customer’s requirements change over time .In order to meet these changes, Baskin Robbins has introduced new products and phased out old ones, and will continue to do so. Baskin Robbins has unique range of flavors and they have variety of products like ice-cream, candy, sundae, shake etc. They have more than thousand flavors in library & thirty one different flavors in every store. • Product Attributes Baskin-Robbins mainly produced different flavors of ice-cream. To full-filled customer’s satisfaction , Baskin-Robbins introduced variety of products. Baskin-Robbins’s products attributes is as a desserts which is bringing joy and surprise with their unique range of flavor to the customers. • Branding 31 Flavours For Every Day Of The Month One of the unique brand elements used by Baskin-Robbins is the number ‘31’. The number refers to 31 flavours for every day of the month, and hence its brand slogan: “what’s your flavour?”. The history behind the number dates back 57 years ago to 1953. In that year, the ice cream company decided to drop its separate brand...
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...Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton "Burt" Baskin and Irvine "Irv" Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere. As a teen, Irv worked in his father's ice cream store. During World War II, Burt was a Lieutenant in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two entrepreneurs were eager to capitalize on America's love of ice cream. They started out in separate ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream in Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in a fun, personalized atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena, CA. By 1948, they had six stores between them. This concept eventually grew into Baskin-Robbins. As the number of stores grew, Burt and Irv recognized that to maintain the high standards they set in the beginning, each store would require a manager who had an ownership interest in its overall operation. Even though they didn't realize it at the time, the two founders had pioneered the concept of franchising in the ice cream industry. In 1949, there were more than 40 stores in Southern California when Burt and Irv purchased...
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...Dr. Carduff Executive Summary: “Ice-Fili Case” “You cannot defeat a nation that enjoys ice cream at minus 40 celcius”- Winston Churchill. Ice-Fili has been a strong competitor in Russia’s frozen ice cream market since before the cold war. It has survived through the transition of government and privatization in 1992, and has continued to make its presence known throughout Moscow and the surrounding areas through the turn of the 21st century. However, surviving change is an everlasting battle. Recently, consumer tastes are drastically westernizing with the introduction of large refrigerators enabling households’ ability to store cartons of ice cream at home. This has allowed supermarkets to make a substantial impact in terms of ice cream market share. The change in consumer taste, combined with management issues, operating inefficiencies, and poor distribution, has placed Ice-Fili in need of strategic decision making to aid its future success. In order to combat these changes, we as consultants have devised two major strategies through financial and market analysis that we feel will help Ice-Fili to regain a strong foothold in the Russian ice cream market. These strategies have been designed to create stronger consumer demand for Ice-Fili’s 150 ice cream products, increase Ice-Fili’s distribution and marketing efficiency, and maximize sales revenues. We believe that the implementation of any or all of these strategies will result in higher profitability margins...
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...in http://managementfunda.com | http://hrgyaan.com |http://financenmoney.in http://managementfunda.com | http://hrgyaan.com |http://financenmoney.in Table of contents Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Topic Executive Summary Background of the organization Objectives and Limitations of the study Industry Snapshot Market Share of Ice-Cream Brands Introduction on Ice Cream Industry Current market scenario Future of Ice Cream Market in India SWOT Analysis of Amul Ice Cream Monitoring & Enhancing sales Research Methodology Findings Conclusion Recommendations Other Findings Marketing Strategy Other Recommendations Annexure Page 7 9 14 15 16 17 18 19 19 21 29 32 50 52 53 55 56 58 http://managementfunda.com | http://hrgyaan.com |http://financenmoney.in http://managementfunda.com | http://hrgyaan.com |http://financenmoney.in Executive Summary The first phase of the project aimed at enhancing sales of Ice-creams and promotion for Amul. In order to execute the same, initial activities included visiting the outlets, recording the existing volume of sales & analyzing the emerging patterns in ice-cream consumption. This helped in arriving at important conclusions regarding which flavors were popular, problems faced by the retailers, points of contention between the retailers & Distributors, issues encountered by the consumers and which outlets were the most popular. Following this, strategies were devised in order to carry out the first part of the project...
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...COPARISON OF OMORE AND WALLS: The arrival of Engro Food’s Omore brand has only recently heated up the ice creams marketing landscape , Unilever’s Wall’s has been active in the category since 1994. Outpacing and absorbing many of its local rivals, the big red giant has since been steadily gaining market share and had become a default for ice cream lovers throughout the country. Come March 2009, and Omore makes an entry, a decidedly dairy ice cream with strong connections to Olpers, a brand success story that makes Engro a worthy opponent against international players operating in the Pakistani marketplace. As the brand launched in Lahore, Engro Foods commissioned an extensive marketing campaign that sought to blanket Lahore with ‘the art of happiness’. Surely, Omore’s integrated Lahore campaign got a good word of mouth going. People in other parts of the country were looking forward to trying Omore, more so because they couldn’t have it rather than any recommendations on the product experience itself. But due to the experimental nature of the product, it seems Walls did not pay much attention to the big O and continued about their business without any drastic alterations to their brand strategy. Spring of 2011 is when Omore decided to land in Karachi, and they really went all out with a “conquer karachi” strategy that involved television, radio, activation, ambient and digital working in tandem in a dramatic show of stregnth to the city of lights. We’re no Igloo or Hico,...
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...Case Analysis Carvel Ice Cream – Developing the Beijing Market Problem (Monica) How to increase sale in Beijing with limited budget while rivals, such as Haagen-Dazs and Baskin-Robbins, are better known in Beijing? Issues: How to introduce cold dairy products to lactose—intolerance customer base who believes that cold food is bad to consume in general? How to increase primary demand of dairy products especially their flagship product, ice cream cake? How to implement purposeful strategies with limited budget? Marketing Mix (Zehra) Product Carvel Beijing has 3 categories of products; fountain ice cream that includes soft and hard ice cream, ice cream novelties that is single serving size ice cream and ice cream cakes. The manager Wang is thinking to bring 2 new types of ice cream cakes from the US; they are Little Love and Piece of Cake since Chinese people eat small size cakes. Price Carvel ice cream cakes are more expensive than local ice cream but cheaper than the main competitors. Flour-based cake that Chinese people prefer for their special days is cheaper than ice cream cake. In order to decrease the cost, Wang plans to change the level of over-run from 30 to 40 per cent to 45 to 50 per cent so he will be able to lower costs by five per cent. Increasing the percentage means people eat less ice cream and more air and it would reduce the quality, however, Chinese people like the ice cream that has more air. Place (Distribution) Carvel Beijing...
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