Why Does a Consumer Buy an Ice Cream?

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

Because there is such a variety of ice creams to choose from, the buyers have the power in this industry. The variety of options available makes it more prone for buyers to not be loyal to one specific brand. The all natural ingredients that Ice-Fili used could be used a competitive advantage if done so in an effective way. The natural ingredients also created an issue because they had a lower shelf life which made it difficult for people to store and transport and therefore increasing costs.

McDonald’s and Hungry Jacks are two primary fast food businesses that operate on a world wise basis. They both drive to achieve the ultimate success in the fast food industry. They promote themselves in many ways one way is there advertising lines. McDonalds is “im lovin’ it “and Hungry Jacks “The burgers are better (at Hungry Jacks) “. McDonald’s new menu is very different it’s brining in the more fancy style of dinning, as appose to Hungry Jacks. In terms of marketing we consider the important process of defining

In the last five years since 2009, the market size of ice cream in Singapore has grown by 26.8% to become $137.5 SGD million at 2014. It has grown at an average rate of 5.36% annually in the last 5 years, and it is expected to grow at an average rate of 2.3% annually in the next 5 years, until 2019 to reach a calculated value of $152.43 SGD million. (Refer to Appendix A) The major industry players of ice cream are Magnum, Haagen Dazs, F&N Magnolia, Ben & Jerry’s and King’s. The total brand share that the 5 major industry players possess is 63.2% as at 2014. (Refer to Appendix B)

A prominent goal of marketing research is the identification and definition of marketing problems and opportunities. This goal also includes the improvement and development of marketing actions. Kudler Fine Foods performed a SWOT Analysis to identify its strengths, weaknesses, opportunities, and threats. Strengths listed are: 1) because it is a small organization, KFF can control and watch over all of the stores operations continually, 2) KFF has no direct competition because there are not any gourmet stores in the area, 3) KFF offers its customers a wide variety of produce, fruits, wines, and cheeses. None of the grocery stores in the area can offer such a wide variety of products, 4) KFF is very customer oriented and employs a very friendly staff. Employees help the customer in any way possible and very courteous, to help customers as much as possible, 5) KFF locations are strategically placed in higher classed areas in which people can afford to pay the higher

- While the demand for beer, soft drink and confectionary industries is increasing, the demand for ice cream and therefore its production keep on decreasing.

Brand Extension: They just started selling dairy products and cheeses. Eventually the company was going correctly and developing from positive, the company decided to extend its limitations, its products and its

Rogers’ Chocolates will need to gain new customers if they want to grow the company. To gain new customers, Rogers’ must take a risk a re-brand themselves with a new packaging design to create a new image. Implementing a new brand image will gather a new crowd of consumers that Rogers’ did not reach with its current image. To be able to do so, Rogers’ will need some financial help in order to invest money into the new packaging design and image that they want to create. They will also need new store displays and marketing tools to be able to push the image to customers. By creating this new image, they run the risk of losing their current customers. The new image that Rogers’ creates will grab the attention of a new market that will help gain market share that they currently do not have to aid in the growth of the company.

With the increasing trend in healthy diet preference, the underlying drivers of change of competition in premium chocolate industry at the strongest level are the buyers’ preferences for differentiated, refined products, instead of standardized ordinary products that are no longer demanded. In addition, baby boomers - generation with their disposable income are spending a lot on high quality premium chocolates.

Ben and Jerrys is a successful ice cream company with many strengths and weaknesses. The company faces serious competition, financial struggles, economic and social influences, all of which are covered in my paper. I also discussed some recommendations I have for the companies success.

The International segment’s net sales increased 7% compared the sectors net sales in 2010. The increased sales in this sector were a result of a 5% growth in the European market, driven by increased sales in Häagen Dazs and Nature Valley in the United Kingdom, and Old El Paso in France and Switzerland. There was also an increase in the Asian/Pacific region with a 14% growth in sales driven by sales of Häagen -Dazs and Wanchai Ferry brands in China. Although 45% of Haagen-Dazs is sold in the US GSI does not control the product in the US. Nestle company retains rites to operate and sale in the United States, therefore GSI only profits from foreign sales of Haagen-Dazs.

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

Establishing a marketing plan involves several steps and requires questions that should be asked and answered while marketing the manufactured goods. It is time to develop and create a marketing plan for The Little Package to be Delivered, a for-profit company, and use this marketing plan to introduce the company’s branding and logo. Beginning with the marketing plan, expand on the intentions which are included in the vision and mission statements set up by management. Around the statements develop, if needed, a brand or logo for the products while highlighting the company’s cause-related marketing or CRM (Sandhya & Girija, 2011). At the same time, maintain the marketing strategies of the company’s strengths, weaknesses, opportunities, and threats or better known as SWOT (Penn 2011). Evaluation of the company will be needed so incorporate a method to establish the achievable means to obtain the campaign’s goals, vision and mission. A thorough examination of distinctive types of market processes will make for effective marketing plan and brand the products properly. This research should be a guide to comprehending how major and minor companies are effective in their marketing campaigns. Once the research is complete then begin to establish the marketing campaign.

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:

“To bring smiles to families everywhere through the pleasure if its products made with dairy goodness.” – This is the Mission