Background of Magnum Ice

Since their biggest competitor is a foreign entity (Nestle) who uses western manufacturing practices and ingredients, one strategy may be to market heavily on the merits of all-natural ingredients. They have already joined an association which promotes domestic producers over foreign producers and should further capitalize on the gains made by this association. Substitution: Since one of the highest threats in the industry is the threat of substitution, Ice-Fili could look to diversify their offerings. This could mean producing a wider variety of food products, or it could mean selling/renting out unused capacity, particularly cold storage capacity, to other industries. Buyer Power: In order to mitigate the bargaining power of buyers, Ice-Fili may consider shifting a larger portion of their sales to direct-to-consumer channels as well as creating exclusive agreements with resellers. In addition, they could focus their marketing efforts on building brand loyalty. For products for which they aren’t able to secure licensing, such as Lakomka, they could rebrand it as “The Original” Lakomka or something similar that capitalizes on the longstanding popularity of the product. New Entrants: To combat the threat of new entrants, Ice-Fili should continue to focus on developing more efficient ways to produce ice-cream as well as the maturation of their distribution channels. If they are able to further add to

My current product is a variation of ice cream flavours, it is sold in store and can be also taken home if the consumers want it to be. There are many different flavours that can come in a tub, cone, or a bowl.

Since the creation of Hershey’s chocolate, chocolate today has taken on many different flavors and shapes.

But even more of a staple than that is Sebastian Joe's which is hands down, easily, by a mile, and without a doubt, the world's greatest ice cream parlour

In this case, Ice-Fili hold this competitive advantage since the company mainly use natural ingredients and do not use any preservatives or colorants (“Lakomka”). At the time of the case Ice-Fili’s ice cream are seen as a quality product which fit with the traditional recipe. At the opposite, Nestlé adds preservatives which distort the taste, but by using these ingredients, it decreases the total costs.

This is turning out to be the new generation of producing ice cream and still be able to satisfy customer needs. According to the director of marketing at Blue Bell Carl Breed, “We plan to go after the low carb and Hispanic influence market. But we will continue to provide fabulous tasting ice cream, that appeal to almost every customers and we will never lose sight of the fact that ice cream is supposed to

This is in contrast to Haagen Dazs, which differentiates its product by making it seem like the most indulgent ice cream with flavours such as “Secret Sensations: Meringue and Raspberry Fondant”, and slogans such as “A world of indulgence”. Phrases such as “Waiting only makes it sweeter”[4] serve to echo the sinful delight that consumers can expect from their products. Despite selling similar products at a similar price range, Ben & Jerry’s has an entirely different value proposition, target market, and selling point. Therefore, based on the competition in Singapore, Ben & Jerry’s decided to

To mitigate this, we suggest filing a trademark for “May’s Chocolate Moose”, to be used exclusively for wholesale offerings. We suggest that Chocolate Moose continue to emphasize its signature moose logo and current color scheme, while also making sure that “Made in Bloomington” is emphasized on the packaging. If executed in this fashion, we are confident that marketing in wholesale markets under this trademark will be conducive to and recognizable as the Chocolate Moose brand. As mentioned in the previous section, we also suggest that Chocolate Moose create an online order platform for commercial sales which will allow Lovey to better track orders, while also eliminating the inherent risks associated with the current phone call system. To save on production costs, we propose Chocolate Moose provide grocers with their six best-selling ice cream flavors. These flavors include Vanilla, Vegan Vanilla, Moose Chocolate, Vegan Chocolate, BC Coffee, and

Ice-Fili is the top ice cream producer in Russia. Currently, the company is experiencing tough competition with Nestle, Baskin-Robbins and regional ice cream producers. Its loss in market share due to their poor quality decisions-making after Russia became an open marketing in 1992. Nestle took great advantage of Ice-Fili’s low reaction adjustment and is taking over their market.

Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous

Nestle would also gain access to a very large share of the novelty ice cream market. As seen in Table B, Eskimo Pie owns 5.3% of this particular market. With Nestle not in the top 5 producers in this market, Eskimo Pie would

In addition, a large number of brands also results in a lack of a unified global identity. Many of Unilever’s product categories had checkered identities. As Deighton exemplified, the company used to produce ice cream under different brands among the globe, such as Wall in the U.K. and Asia, Kibon in Brazil, Ben & Jerry’s and Breyers in the United States, Langnese in Germany, and so forth. Each one had a

The paper provides analysis of Ice-Fili, and the paper reveals that Ice-Fili is one of the important ice cream producers in Russia. However, the entrant of foreign ice cream producers such as Nestle has made Ice-Fili to face stiff competitions within the industry. Porter five analysis reveals that Ice-Fili has not been able to compete effectively with foreign companies because the company still relies on imported equipment and technology and traditional method of production, which lead to high cost of production.

According to Market Line a leading business information company, in 2007, the companies with the largest shares in the ice cream business was Unilever, Nestle and General Mills. The breakdown is as follows:

From the graph above, Whittaker’s market share is part of 10.9% held by other ancillary confectionaries, while the majority of 51% is owned by Cadbury, followed by Nestle and Mars with a market share of 23% and 15.1% respectively.