Positioning of new ice cream
Not what you're looking for?
According to the International Dairy Foods Association, take-home ice cream sales totaled $6.8 billion in 2010. This market can be divided into four quality-based segments:
• Superpremium ice creams like Ben & Jerry's and Haagen-Dazs have very low overrun (i.e., minimal aeration) and high fat content, and the manufacturers use the best quality ingredients.
• Premium ice creams like Turkey Hill have low overrun and higher fat content than regular ice cream, and are made with higher quality ingredients.
• Regular ice cream brands like Breyer's meet the overrun required for the federal ice cream standard (i.e., finished product must not weigh less than 4.5 pounds per gallon).
• Economy ice cream meets the government standard and generally sells for a lower price than regular ice cream.
Using the concepts of positioning and branding in marketing management, discuss the strategy you would use to enter the take-home ice cream market. Be sure to discuss what your points of differentiation are and what brand associations you would link to your brand. Support your choices with logic and research.
Purchase this Solution
Solution Summary
Discusses positioning of a new ice cream.
Solution Preview
I will pursue a differentiation strategy in the take-home market for my newly launched take-home ice cream. I will position my take-home icecream as a healthy alternative to the existing ice-creams by offering an organic product made from healthiest and organic ingredients. The product will be a premium offering aimed at health conscious consumers who are willing to pay a premium for healthy, quality and organic product. This positioning will also allow the new brand to establish a niche, unique position for itself in the highly competitive market. ...
Education
- BCom, SGTB Khalsa College, University of Delhi
- MBA, Rochester Institute of Technology
Recent Feedback
- "Thank you. "
- "Thank you"
- "Thank you. I got 20/20 last week for my discussion you help me out with."
- "Thank you. Great Job. "
- "Thank you. Great Job. "
Purchase this Solution
Free BrainMass Quizzes
Managing the Older Worker
This quiz will let you know some of the basics of dealing with older workers. This is increasingly important for managers and human resource workers as many countries are facing an increase in older people in the workforce
Understanding Management
This quiz will help you understand the dimensions of employee diversity as well as how to manage a culturally diverse workforce.
Operations Management
This quiz tests a student's knowledge about Operations Management
MS Word 2010-Tricky Features
These questions are based on features of the previous word versions that were easy to figure out, but now seem more hidden to me.
Lean your Process
This quiz will help you understand the basic concepts of Lean.