Prepared for: John Callander Prepared by: Van Dung Tran (Yong)-7006411 Mix & Opportunity analysis Nestle Peters Report CONTENTS 1. MARKET HISTORY & CATEGORY DEFINITION 4 1.1 The category, product and brand 4 1.2 Market structure 4 1.2.1 The product and its source 4 1.2.2 Market definition 4 1.2.3 The history of ice cream, brand and market since its beginnings in Australia 4 1.3 Market size 6 1.4 Market growth 7 1.5 Market prediction or forecast 8 1.6 Market, segment & key brand shares 9 1.6.1 Segment share 9 1.6.2 Corporate shares 10 1.6.3 Brand shares 10 2. COMPETITOR ANALYSIS 10 2.1 Key competitor brands 10 2.2 Key competitor product range 10 3. …show more content…
* In Western Australia, Nestlé Peters as it is now called did not change its name until 2009. It had always remained simply, Peters Ice Cream and was owned by PB foods until they sold it in 2006 to Fonterra. * In 2009 Fonterra sold it to Nestlé so they would own the whole company, all over Australia. Peters in Western Australia used to export many ice creams overseas, mainly to Japan where there it was called Lady Borden and in New Zealand it was called Tip Top Ice Cream. They also used to serve it on many flights out of Perth. * From late 2009 - Nestlé exported their ice creams to WA from Melbourne and the Balcatta factory in WA no longer produces Peters but still produces Cadbury Ice Cream. * Prior to 2009 - Nestlé did sell ice cream in WA called Nestlé Ice Cream until the merge. (Wikipedia 2010) 1.3 Market size Source: Euromonitor International Source: Euromonitor International 1.4 Market growth Source: Euromonitor International Source: Euromonitor International 1.5 Market prediction or forecast Source: Euromonitor International Source: Euromonitor International Source: Euromonitor International Discussion Market size in 2009: AUD$ 627.2 million by value (Passport GMID 2010) Market growth by value: Based on the ‘Worksheet for collecting data from Retail World’, ice cream increases by 7% in current value to reach A$2.5 billion in 2010 Market growth by volume: Tub Ice cream has
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 1898, through the merger of the midwestern American Biscuit Company, eastern New York Biscuit Company, and the United States Baking Company, Nabisco was established. In 1941 the company finally adopted the name Nabisco which was already a popular nickname for the company, before then it was called N.B.C. The chairman of the N.B.C. was Adolphus Green, who emphasized standardized products, all bakeries had the exact same recipes and standards of production. Through this N.B.C. developed products that could be nationally recognized. All the merchandise is marked with a distinct emblem, an oval with two bars across it. Which Green found in a medieval Italian printers’ mark catalog, which is said to represent the triumph of good over evil. In 1912 the first Oreo was invented, which looked very similar to the one we enjoy today. How did Oreo get its name? Some say it came from the french word for gold “or’ which was the main color of the packaging. Others say it was named from the Greek word for mountains, because of the hill-shaped test version. Others say it was a combination of cream (“re”) and chocolate (the two “o”s) creating o-re-o’s. In 1975 the company invented a new Oreo, the double stuff Oreo. Nabisco continued creating variations of the Oreo, in 1987 fudge covered Oreos, in 1991 halloween Oreos, and in 1995 Christmas Oreos were invented. Since then over 362 billion Oreo cookies have been sold in the United States. Oreo has become the
In the south when you think of the word ice-cream, the first thing that comes to most people’s minds is Blue bell. Since 1907 the name Blue Bell has become synonymous with ice cream but not always named Blue Bell, originally named Brenham Creamery Company, the little creamery which was started in Brenham TX, now sets the standard for ice cream production while keeping the down-home feel that first made the creamery popular among people around the Central Texas area. From the original hand-crank freezer to the state-of-the-art facilities that are being used today.
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
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
Industry Analysis: Cadbury Schweppes (CS) is comprised of a global confectionery and beverage company. For the purpose of this case we will maintain our focus on the confectionery business and the assessment of adding to their sugar confectionery portfolio. CS is number three in the beverage business but see the opportunity to become the largest confectionery in the world. The categories are chocolates, sugar and chewing gum. At this time Adams is the number two sized in the gum business. This industry operates on “bigger is better in confectionery”. Their strategic discussions and ambitions appear to stay true, in mentality, to this mantra. This mantra could be potentially dangerous to the business. CS had a presence in over 70
The UK’s ice cream has increased by 19% in the last 5 years and it is now worth £1.1bn however the volume of ice
The Lancaster Caramel Company was so successful, Hershey built off of it to create the Hershey Chocolate Company.
Krispy Kreme Doughnuts was a successful privately owned business since 1937. In 1982 a group of franchises bought back the company from Beatrice Foods for $24 million, and reintroduced the old recipe of doughnuts and their “hot doughnuts now” system. In 1998 Scott Livengood became Krispy Kreme’s new
Glaberson, H. (2010). Hershey to launch confectionery brands in UK and Europe. Retrieved March 16, 2014, from http://www.confectionerynews.com/Manufacturers/Hershey-to-launch-confe
Ice-Fili’s ice cream are mainly sold through kiosks and minimarkets (80%). However Nestle also own his distribution channel.
In 1956, Hershey purchased H.B. Reese Candy Company, who produced chocolate peanut butter cups. In 1968, Hershey Chocolate Company renamed itself to Hershey Foods Corporation. Along with this
Ice cream may not be as popular as you think it is so here are some fun facts the show just how much us American’s love this simple dessert. Currently, ice cream is America’s second most favorite dessert according to a 1997 Nielsen survey. About 2.3 billion dollars of ice cream is sold in the America’s per
Chocolate was not the only sweet food Nestlé became interested in however. Ice cream represented a profitable opportunity and the company jumped at the chance through the merger with US ice cream business Dreyer’s (2002) and the acquisition of Mövenpick Ice Cream (2003), further improving the position as a market leader in the super premium category. Nestlé also decided to take a chance with two niche markets in the food industry: pet food and frozen food. In 2001, Nestlé merged with Ralston Purina and they formed a new pet food company, Nestlé Purina PetCare Company. As for the frozen food, Nestlé acquired Chef America Inc. (2002) and Kraft Foods’ frozen pizza business (2010). Beyond horizontal integration, Nestlé diversified outside its core business, thus becoming one of the major shareholders of L’Oréal, as well as acquiring Alcon Laboratories in 1977, an American company specialized in products for eye