Nestle Ice Cream Report Essay

4129 Words Jul 11th, 2012 17 Pages
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.
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* 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
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