According to a study in the UK, “The ice cream sector is a major part of the UK's food economy with an estimated value of £4 billion” and “Ice cream sales contribute £1.4 bn to the UK economy” (BBC News (b) 2010). As we can observe, there is a substantial ice cream market in the UK with major opportunities considering the annual consumption per capita of 5.2 liters (Euroglaces 2009 Ice Cream Market Report).
in order to identify the major competitors of Carte D'Or luxury ice cream, we have to examine the premium and luxury ice cream segments. Main competitors in the premium and luxury sector are Nestlé, Unilever Group, Mars Inc, Baskin Robbins and others independents labels. However, within these international groups, one can perceive competition between internal brands such as Ben & Jerry's and Carte D'Or within the Unilever Group. In the UK, the three major ice cream brands are Carte D'Or (natural product), Ben & Jerry's (home-made product) and Haagen-Dazs (organic product); Three different brands, three different ways of manufacture , and nevertheless the three leaders on the UK ice-cream market.
But making this kind of promotions is not enough to expand brand. To fix this matter, we have to find a new product, a new category of product fit to potential customers. Recently, a product has been noticed with a lot of potential for the ice-cream market: gelato. Indeed, gelato is a new way of making ice-cream, created by Antonio Federici who received the award for “best ice-cream in the world 2009” by the IICC (International Ice Cream Consortium). IICC is one of the main collective groups of ice cream manufacturers just after Unilever and Nestlé (FoodBev, 2009). Maybe there is scope for this product development within this “new category”.
However, companies have their best turn over during winter and want to extend their sales to all seasons. Manufacturers are trying to de-seasonalise ice cream to sell it all along the year (Market analyst Mintel, 2009). To go in that way, they tried to promote ice cream by organizing susbstantial promotion by time (examples of Easter, Halloween).
Remain the questions: what kind of specific customer? Which kind of product? To sum up: what do today's buyers want?
[...] At the end of presentation, a PowerPoint will be send to the followers to sum up all the main points Reflection I think this proposal is appropriate for this market segment because ice cream is an immense part of the food sector in UK with an estimate value of billion. Even if there are a lot of products and categories in place that are exploited by brands like Carte D'Or, Haagen Dazs and Ben&Jerry's, there are still opportunities. Indeed, there are product opportunities for gelato on the market. [...]
[...] In order to proceed on the chosen path, they tried to promote ice cream by organizing substantial promotional activities over a period of time (examples of Easter, Halloween). This brings us to the following questions: what is the specific kind of customer, the kind of product and what do today's buyers want? 1.2 Objectives It is important to chalk out the objectives at the beginning of the marketing research: “most marketing research is a waste of time”. The money is wasted because the company may not have defined the market properly or segmented it properly” (Malcolm McDonald, Bradley 2007:34). [...]
[...] The first question, you like ice cream?” is a close question in order to not waste time with subjects who do not eat ice cream and are useless to the market research. The second one, “What kind of ice cream do you take permit again to frame subjects as we are interested by the premium and luxury sector. The next questions help us to know subjects' tastes with the packaging and the perfume. The following questions are on based the frequency and place where they use to buy ice-cream. [...]
[...] Indeed, it helps us to make a “statement about a population parameter [ ] for the purpose of testing” (Lind et Al, 2004). The Main hypothesis will refer to the Primary objective and the Sub hypothesis will refer to the Secondary objective. - Main hypothesis: The UK market is a mature one and major brands have to find out new products and categories to develop the products for consumption throughout the year. Gelato could be the right choice because there are no serious competitors on the market and it needs development. [...]
[...] As quoted in The Market Research Toolbox (1996) of McQuarrie, the substance should be: - Executive summary and introduction - Research objectives - Methodology - Results - Limitations - Conclusion and recommendations - Appendices To be more attractive, the idea has to change the nature of the support to keep the attention of people who are listening, by respecting the flow: It should begin with the interlocutor making a short executive summary and an introduction. This is followed by a video showing competitors' products and our objectives. [...]
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