Nestle Ice Cream Report
Prepared for:
John Callander
Prepared by: Van Dung Tran (Yong)-7006411
Mix & Opportunity analysis Nestle Peters Report
CONTENTS 1. MARKET HISTORY & CATEGORY DEFINITION 4 1.1 The category, product and brand 4 1.2 Market structure 4 1.2.1 The product and its source 4 1.2.2 Market definition 4 1.2.3 The history of ice cream, brand and market since its beginnings in Australia 4 1.3 Market size 6 1.4 Market growth 7 1.5 Market prediction or forecast 8 1.6 Market, segment & key brand shares 9 1.6.1 Segment share 9 1.6.2 Corporate shares 10 1.6.3 Brand shares 10 2. COMPETITOR ANALYSIS 10 2.1 Key competitor brands 10 2.2 Key competitor product range 10 3. ENVIRONMENTAL FACTORS 10 3.1 Macro environment 10 3.2 Micro environment 12 4. CONSUMER BEHAVIOUR FACTORS 12 4.1 Motivations 12 4.2 ATTITUDE 13 5. OPPOTURNITY & THREATS ANALYSIS 13 5.1 Opportunities 13 5.2 Threats 14 6. POTENTIAL NEW OR CURRENT PRODUCT OR BRAND OPPORTUNITIES 14 7. KEY ELEMENTS OF THE MIX FOR THE BRAND 14 7.1 Product 14 7.2 Pricing 16 7.3 Place 16 7.4 Promotion 16 7.5 Synergy of the mix for the brand 17 7.5.1 Branding 17 7.5.2 Packaging 17 7.5.3 Labelling 18 8. KEY ELEMENTS OF THE MIX FOR THE MARKET 18 8.1 Product 18 8.2 Pricing 19 8.3 Place 19 8.4 Promotion 19 8.5 Synergy of the mix for the brand 19 8.6 Key brand requirements for the market 19
1. MARKET HISTORY & CATEGORY DEFINITION
1.1 The 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
John Callander
Prepared by: Van Dung Tran (Yong)-7006411
Mix & Opportunity analysis Nestle Peters Report
CONTENTS 1. MARKET HISTORY & CATEGORY DEFINITION 4 1.1 The category, product and brand 4 1.2 Market structure 4 1.2.1 The product and its source 4 1.2.2 Market definition 4 1.2.3 The history of ice cream, brand and market since its beginnings in Australia 4 1.3 Market size 6 1.4 Market growth 7 1.5 Market prediction or forecast 8 1.6 Market, segment & key brand shares 9 1.6.1 Segment share 9 1.6.2 Corporate shares 10 1.6.3 Brand shares 10 2. COMPETITOR ANALYSIS 10 2.1 Key competitor brands 10 2.2 Key competitor product range 10 3. ENVIRONMENTAL FACTORS 10 3.1 Macro environment 10 3.2 Micro environment 12 4. CONSUMER BEHAVIOUR FACTORS 12 4.1 Motivations 12 4.2 ATTITUDE 13 5. OPPOTURNITY & THREATS ANALYSIS 13 5.1 Opportunities 13 5.2 Threats 14 6. POTENTIAL NEW OR CURRENT PRODUCT OR BRAND OPPORTUNITIES 14 7. KEY ELEMENTS OF THE MIX FOR THE BRAND 14 7.1 Product 14 7.2 Pricing 16 7.3 Place 16 7.4 Promotion 16 7.5 Synergy of the mix for the brand 17 7.5.1 Branding 17 7.5.2 Packaging 17 7.5.3 Labelling 18 8. KEY ELEMENTS OF THE MIX FOR THE MARKET 18 8.1 Product 18 8.2 Pricing 19 8.3 Place 19 8.4 Promotion 19 8.5 Synergy of the mix for the brand 19 8.6 Key brand requirements for the market 19
1. MARKET HISTORY & CATEGORY DEFINITION
1.1 The 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