Nestle Ice Cream Report

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Prepared for:
John Callander
Prepared by:
Van Dung Tran (Yong)-7006411

 

Mix & Opportunity analysis
 
Nestle Peters Report
 

CONTENTS
1. MARKET HISTORY & CATEGORY DEFINITION4
1.1The category, product and brand4
1.2Market structure4
1.2.1 The product and its source4
1.2.2Market definition4
1.2.3 The history of ice cream, brand and market since its beginnings in Australia4
1.3Market size6
1.4Market growth7
1.5Market prediction or forecast8
1.6Market, segment & key brand shares9
1.6.1Segment share9
1.6.2Corporate shares10
1.6.3Brand shares10
2. COMPETITOR ANALYSIS10
2.1 Key competitor brands10
2.2Key competitor product range10
3. ENVIRONMENTAL FACTORS10
3.1Macro environment10
3.2Micro environment12
4. CONSUMER BEHAVIOUR FACTORS12
4.1Motivations12
4.2ATTITUDE13
5. OPPOTURNITY & THREATS ANALYSIS13
5.1Opportunities13
5.2Threats14
6. POTENTIAL NEW OR CURRENT PRODUCT OR BRAND OPPORTUNITIES14
7. KEY ELEMENTS OF THE MIX FOR THE BRAND14
7.1Product14
7.2Pricing16
7.3Place16
7.4Promotion16
7.5Synergy of the mix for the brand17
7.5.1Branding17
7.5.2Packaging17
7.5.3Labelling18
8. KEY ELEMENTS OF THE MIX FOR THE MARKET18
8.1Product18
8.2Pricing19
8.3Place19
8.4Promotion19
8.5Synergy of the mix for the brand19
8.6Key brand requirements for the market19

1. MARKET HISTORY & CATEGORY DEFINITION
1.1The category, product and brand
* Category: Ice cream
* Product: Tub Ice cream
* Brand: Nestle Peters
Company: Nestle, a major multi-national company based in Switzerland and marketing many different product categories such as coffee, chocolate, ice cream, yoghurt, cereals, and soups. Nestle owns a number of well-known brands in Australia such as Uncle Toby’s, Maggi, Carnation, Nescafe, Nestle Peters. 1.2 Market structure

1.2.1 The product and its source
* Ice cream is a frozen dessert usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavours. Ice cream became popular throughout the world in the second half of the 20th century after cheap refrigeration became common. There was an explosion of ice cream stores and of flavours and types. * Per capita, Australians and New Zealanders are among the leading ice cream consumers in the world, eating 18 litres and 20 litres each per year respectively, behind the United States where people eat 23 litres each per year. Ice cream brands include Tip Top, Streets, Peters, Sara Lee, New Zealand Natural, Cadbury, Baskin-Robbins and Maggie Beer. 1.2.2 Market definition

* This report discusses the market for tub ice cream in Australia. Tub ice cream is primarily sold through major supermarket chains for home consumption. Other types of ice cream categorised as multipacks ice cream, desserts ice cream are not included. 1.2.3 The history of ice cream, brand and market since its beginnings in Australia * 1906 - Australia had become the second largest export market for Nestlé and was served by a network of sales agents. * 1907 - NESTLÉ Peters Ice Cream has established itself as Australia's favourite ice cream. It is an ice cream brand developed by American expatriate Fred Peters, using his mother's recipe. * The company was established in Redfern, Sydney as the Peters' American Delicacy Company. The hub of the company, Petersville Australia Limited, in the Melbourne suburb of Mulgrave later became the factory, which remains the production centre for most of its ice-cream products. * The company was taken over by Adelaide Steamship Company (AdSteam) in the late 1980s, and then Pacific Dunlop (now known as Ansell) upon AdSteam's collapse. Pacific Dunlop sold its food assets in the mid 1990s, and the ice cream division was acquired by Nestlé, which...
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