...CONSUMERS TOWARDS FAIRNESS CREAMS 1) Introduction / aim / objective 2) Industry overview and competitive analysis 3) Segmentation and targeting 4) Differentiation 5) Positioning 6) Marketing mix and resource capabilities 7)Research design a) Aim and objective....define the problem and outcome of research b) Sampling design c) Questionnaire design d) Sources of secondary data 8) Discussion and analysis of research findings 9) Strategic recommendations and conclusions OBJECTIVE - To study the current Indian market for fairness cream. - To asses whether advertising is influencing the buying behavior of the consumer. - To find out the brand preference for fairness cream among people. - To study factor influencing brand preference for fairness cream. Fairness Cream has become a vital product for the Indian companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. As India is a country known for its diversity different consumers from different parts of the country prefer different brands. The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare' s 'Fairever' with 15 percent of the market share. Other important players like Godrej' s 'Fairglow', Emma's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share. There are number of fairness creams and other skin whitening...
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...status than the darker-skinned locals. Several social gatherings, clubs etc. were earmarked as being 'for whites only'. Perhaps the long years of colonial occupation have ingrained this fascination for white skin in the psyche of Indians. Or perhaps it is the fact that the traditionally higher castes in the country were of a somewhat fairer complexion than the lower castes. India Today, a popular magazine which did a story on fairness creams, mentioned that even the gods supposedly lamented their dark complexion as in a myth in which the popular dark-skinned god Krishna sang plaintively, 'Radha kyoon gori, main kyoon kala?' (Why is Radha so fair while I am dark?). The feature also mentioned that the ancient Ayurvedic sage Charaka wrote thousands of years ago about herbs that could help make the skin fair. This is what Sudarshan Singh, a brand manager with Nivea, has to say: 'Whitening emerges as the prime need. Since Indian men spend a lot of time outdoors, they desire to reverse the effect of the aggressive factors and hence use whitening creams'. And Ramesh Viswanathan, Executive Director of CavinKare, another company that makes fairness products, said: 'There is an overwhelming need for fair skin. People don't relate to "soft skin without blemishes" as much as when the fairness benefit is layered into it'. Whatever the reason, the case of Fair & Lovely, and...
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...Company Description Ben & Jerry's is an American ice cream company owned by Unilever that manufactures ice cream, frozen yogurt, sorbet and ice cream novelty products. Ben & Jerry's Homemade Inc. was founded in 1978 and is currently based in South Burlington, Vermont. From the company’s inception more than thirty years ago, their plan was to provide quality ice cream while also creating a company that was socially conscious about the world and its environment. Ben and Jerry’s currently have 346 scoop shops across 25 countries all around the world, with countries like the UK, US and India some of the countries they operate in. Apart from these establishments, products are also distributed to supermarkets and convenience stores globally. Ben and Jerry’s benefited heavily from the merger with Unilever by leveraging on Unilever’s global reach. Operating in the highly competitive premium ice cream industry, product innovation is crucial to satisfy changing consumer needs. Ben and Jerry’s integrate product quality with social and environmental responsibility whilst still enjoying economic success. It donates 7.5% of pretax profits to the Ben and Jerry’s foundation for philanthropic causes and uses only Free trade certified ingredients in an effort to give back to the community. In 2000, Ben and Jerry’s was purchased by Unilever. Despite the merger, Ben & Jerry’s continues with its commitment towards sustainability. The Caring Dairy programme was recognized with Good...
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...AMUL ICE CREAM is made from Milk and Milk products, Sugar, Stabilizers & Emulsifiers. Composition: * Total Solids 40% to 41% * Sugar 15% Approx. * Acidity 0.17% to 0.19% * Protein 3.9% to 4.1% Food Energy Value: Calories per 100 ml -196.7 kcal Flavors: Vanilla, Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti-frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break. Packaging: 50 ml cup, 100 ml cup, 500 ml pack,1 litre pack, 4 litre pack, Choc-bar, Ice candies, Cones and Kulfies. Special Features: Various verities of Ice Cream can be made from the basic mix by addition of required amount of permissible colors and flavors. Dry fruits and nuts would be used for making premium verities Ice Cream. Product Specification: Product meets BIS specification Product and services The product line of our product is fresh milk and real Ice Cream as we are offering the best quality product made of fresh milk and milk fats without any vegetable oil (frozen dessert), through which we provide tasty and creamy ice cream to our consumers. It is not very much expensive; every class of person can buy it. Our product is better than others which are currently offered by the competitors because we provide pure dairy ice creams from fresh milk to the consumers. The customer always required more satisfaction and best quality...
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...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 by achieved a strong customer base. This company is known to be a monopolistically competitive, because there are still many firms and consumers, just as in perfect competition, but they still have control over what price they charge in their company, because Ben and Jerry's ice cream is differentiated from...
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...and the company had 600 employees with a global distribution network. • However, 1994 actually brought loss and net income suffered. • In 1995, the company’s sales started to increase with a substantial rise in net income. • By 1997, Ben and Jerry’s was doing well but slow growth and retreating market share was an issue. • Japan was being considered for future expansion. Current Strategy • Focused Differentiation - To make, distribute and sell the finest quality, all natural ice cream. - Socially responsible company known for its caring capitalism. Problem Statement Given that the company has declining profits and is losing its market share in both total ice cream market and super premium market……… • Should Ben and Jerry’s enter the Japan market in summer 2008? • If yes, then how should they perform the market entry, through Seven-Eleven Japan or collaboration with Ken Yamada? External Analysis Industry Structure • Ice cream industry is categorized by three segments: Super premium, premium plus and general ice cream. • Total American ice cream market is $ 3.34 billion with no geographic boundaries. • By 1997, almost 10 percent of U.S milk production went into ice cream. • Demand is seasonal to a certain limit. • Super premium market is much less fragmented, with Haagen Dasz getting 44 percent and Ben & Jerry’s 34...
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...PLAN OF SELECTA ICE CREAM I – EXECUTIVE SUMMARY Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavours, and unique gold can packaging—qualities that remained throughout the years. In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market always ahead in product innovations by creating new and exciting flavours like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments. In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption. In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader. And that has been the story since with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc., sees itself...
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...an ice cream brand operating under the food and beverage section of Unilever and it the world’s biggest ice cream manufacturer, operating under the heart brand since 1995. Furthermore, the heart brand has grown into world most recognize ice creams brand. Wall’s sell millions of ice cream everyday consistently in more than 40 countries such as Singapore, Thailand and United States of America with 50 percent market penetration and 80 percent brand awareness. (Adding vitality to ,2014) Wall’s has fabricated a brand name that implies quality ingredients, satisfaction and services. They make and offer their products as indicated by the geological setting, local preference and standard of living. They generally take after the client's need, and interest to make their products more compelling and dependable in the client's psyche. Wall’s include product includes Cornetto, Paddle Pop and Magnum and a price range from low to high take in the context of premium ice cream. (Adding vitality to ,2014) Wall’s is currently under maturity product life cycle. In order to stay as a strong competitor in the market, Wall’s continue to launch new products to compete with their competitors. Therefore Wall’s is consistently the star brand, conveying the picture of premium ice creams that have been secured over many years. With solid on-ground initiation and fruitful purchaser advancements the brand had two-fold digit development. This report will be touching on micro & macro analysis, marketing...
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...Ben & Jerry’s Analysis By:Group 2 The case presented on Ben & Jerry’s Homemade ice-cream is complex and produces a considerable amount of deliberation. In the following pages we hope to give you a synopsis of Ben Cohen & Jerry Greenfield, as well as the company they created, while attempting to carefully construct answers to the questions posed on specific issues raised by Mr. Brasel in the power point slides he provided to the class. The history of Ben Cohen and Jerry Greenfield can be dated back to when the men first met in the seventh grade. Both Cohen and Greenfield grew up in Merrick, Long Island and quickly became friends during Junior high school. After high school, Jerry finished college. His goal was to attend medical school to become a doctor, but he could not get in. (benjerry.com). On the other hand, Ben applied and was accepted to several colleges, but always dropped out of them. The beginnings for the development of Ben & Jerry’s Homemade were launched in 1977 from the front porch of Jerry’s parent’s house. Neither Ben nor Jerry knew anything about running or opening a business, but both men knew about food and shared the great passion of eating. They pondered on what type of business they would start. The men came across an AD in the local newspaper for an ice-cream-making course offered through a local college. There was a $5 fee associated with the course. Due to the extreme poverty...
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...Beauty .................................................................................................. 6 Market .................................................................................................................................................. 7 Market Size ............................................................................................................................................... 7 Market Share ............................................................................................................................................ 8 Seasonality ................................................................................................................................................ 8 IV. MICRO ANALYSIS................................................................................................................................... 9 Threat of new entrants ............................................................................................................................. 9 Buyers and their bargaining power........................................................................................................... 9 Suppliers and their bargaining power....................................................................................................... 9 Distribution from Channels ....................................................................................................................... 9...
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...EXECUTIVE SUMMARY Jollibee Foods Corporation (JFC) is the parent company of Jollibee, a fast-food restaurant chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking, Greenwich, Red Ribbon, Manong Pepe's and its recently acquired local fast-food Mang Inasal. Since its inception, Jollibee has become an increasingly profitable fast-food chain with 1,921 (Jollibee 702, Chowking 406, Greenwich 221, Red Ribbon 215, Delifrance 23, Mang Inasal, Manong Pepe 15) store branches in the Philippines and 395 in other countries employing 29,216 workers. Including all its brands, JFC has 1,804 stores worldwide and total sales of more than Php 52 billion as of December 2010. Despite owning 52% of the total local Quick Service Restaurants, the competition with its rival firms is still stiff. The source of rivalry stems from price wars and marketing innovations. The rivalry is also centered on the KSFs (Key Success Factors) of the industry, which are good food, good service and reasonable pricing. Rivals are somewhat equal in capabilities and opportunities, thus making the competition stiffer. Moreover, standardization of service contributes to the intensity of rivalry. INTRODUCTION Fast food, also known as Quick Service Restaurant (QSR) is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store...
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...premium chocolate industry can be explained by applying the Porters 5 forces model. This model, named after Michael Porter (1979), can be looked upon as a framework to analyze and structure an industry. It is a theoretical tool to elaborate the potential threats but also the chances of a particular industry. Porter mentions five forces that have an impact on an industry; suppliers, buyers, potential entrant, substitutes and the rivalry among existing firms. (Production of Analysis, viewed 11th June, 2010) The Porters 5 forces model for Chocolates premium industry Bargaining power of suppliers In production of premium chocolate the primary raw material is cocoa bean, secondary sugar, and milk. Concerning sugar and milk, there are numerous suppliers of these materials available around the world; there is no concentration, neither a necessary differentiation. Manufacturers can use financial techniques such as hedging in order to reduce the impact of price rises on their own margins. In addition to the fact that according to CAOBISCO, there are 4.5 million of cocoa farms around the world, to whom the chocolate manufactures are an extremely important customer, the bargaining power of the chocolate premium industry suppliers is generally low (CAOBISCO, 2009). ). However since the fine grade cocoa production represents a small part of the world’s supply, the bargaining power of superior cocoa beans supplier’s increases. Bargaining...
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........................................10 2.5 Current Strotegies.....................................................................................................................................13 2.6 Current 4PS................................................................................................................................................13 2.7 Competitive Advantages.........................................................................................................................16 3.BRABD EXTENTION: THE MARKETING PLAN 3.1 MARKETING OBJECTIVES 3.1.1 Marketing Goals.......................................................................................................................................18 3.2 SITUATION ANALYSIS 3.2.1 Macro-Environment Political Factors......................................................................................................................................................18 Economic...
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...Contents Product Statement 4 Analysis of the External Environment 5 Industry Trends 5 Competitive Trends 7 Brand Competitors 7 Product Competitors 7 Generic Competitors 10 Total Budget Competitors 10 Political Trends, Legal Trends and Regulatory Trends 11 Franchising 11 Food and Drug Administration 11 Technological Trends 13 Economic Trends 14 Cultural Trends 17 Analysis of the Customer Environment 19 Who 19 How many 20 What 21 Why and How 23 When 24 Why Non Customers 25 Where 26 Analysis of the Internal Environment 27 Marketing strategies 27 Target Market 27 Image 27 Marketing Programs 28 Advertising 28 Product and Service Offering 29 Distribution and Channel Programs 30 Pricing 30 Sales strategy and Sales force effectiveness 30 Marketing research /intelligence gathering efforts 30 Public relations/publicity 31 Financial Performance 32 Additional Company Characteristics 33 Technical Capabilities 33 Available Resources 33 Production Capacity 33 Career Opportunities 34 SWOT Analysis 35 Strengths 35 Weaknesses 37 Opportunities 38 Threats 39 Marketing Goals and Objectives 40 Goals 40 Objectives 40 Marketing Strategies 41 Target market 41 Value Proposition 42 Positioning Statement 42 Issues Analysis 43 Action Plans 45 Valpak Savings Coupons 45 Free Smoothie Sample at Gasparilla Distance Classic Race Expo 46 Customer Loyalty Card 47 University of South Florida Freshman...
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...Contents Product Statement 4 Analysis of the External Environment 5 Industry Trends 5 Competitive Trends 7 Brand Competitors 7 Product Competitors 7 Generic Competitors 10 Total Budget Competitors 10 Political Trends, Legal Trends and Regulatory Trends 11 Franchising 11 Food and Drug Administration 11 Technological Trends 13 Economic Trends 14 Cultural Trends 17 Analysis of the Customer Environment 19 Who 19 How many 20 What 21 Why and How 23 When 24 Why Non Customers 25 Where 26 Analysis of the Internal Environment 27 Marketing strategies 27 Target Market 27 Image 27 Marketing Programs 28 Advertising 28 Product and Service Offering 29 Distribution and Channel Programs 30 Pricing 30 Sales strategy and Sales force effectiveness 30 Marketing research /intelligence gathering efforts 30 Public relations/publicity 31 Financial Performance 32 Additional Company Characteristics 33 Technical Capabilities 33 Available Resources 33 Production Capacity 33 Career Opportunities 34 SWOT Analysis 35 Strengths 35 Weaknesses 37 Opportunities 38 Threats 39 Marketing Goals and Objectives 40 Goals 40 Objectives 40 Marketing Strategies 41 Target market 41 Value Proposition 42 Positioning Statement 42 Issues Analysis 43 Action Plans 45 Valpak Savings Coupons 45 Free Smoothie Sample at Gasparilla Distance Classic Race Expo 46 Customer Loyalty Card 47 University of South Florida Freshman...
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