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.
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. ...
Discusses positioning of a new ice cream.