Preview

Whey Hey Marketing Opportunity Analysis

Powerful Essays
Open Document
Open Document
6720 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Whey Hey Marketing Opportunity Analysis
Table of Contents
1.0 Country Analysis 4
1.1 Hofstede Cultural Dimensions 4
1.2 PEST Analysis 4
i. Political 4 ii. Economic 4 iii. Social 5 iv. Technological 5
2.0 Industry Analysis 5
2.1 Porter´s Five Forces Analysis 5
i. Threat of new entrants 6 ii. Threat of substitute products 6 iii. Bargaining Power of Buyer's 7 iv. Bargaining Power of Suppliers 7
2.2 Competitive Analysis 8
3.0 Company Analysis 9
3.1 WheyHey Analysis 9
3.2 SWOT Analysis 10
4.0 Key Issues Entering market 11
4.1 Segmentation 11
4.2 Major Target market 12
4.3 Potential customers 13
4.4 Positioning 13
4.5 Differentiation strategies 14
5.0 Marketing Objectives and Communication Objectives 14
6.0 Marketing Mix 15
6.1 Product 15
6.2 Pricing 16
6.3 Place 18
6.4 Promotion 19
7.0 Financial Plan 21
8.0 Entry Mode 22
9.0 Key Trends in the Next 5 Years 22
9.1 Continued Growth of Health and Wellness 22
9.2 Rise on Obesity 23
9.3 Future Prospect on Organic Food Product 23
9.4 Opportunity for Food Supplement 23
9.5 Eco-Trend 24
10. 0 Recommendations 24
11. 0 References 25

Executive Summary

This report commissions to examine the suitability of Wheyhey protein ice cream’s expansion to Germany. Wheyhey protein ice cream origin in UK and its popularity is reflected by the significant growth in sales. It is an innovative product that it differentiates itself from others with the feature of high nutrition value. With its success in UK, the product is believed to have a great potential to enter Germany ice cream market.

The report draws attention to analyse Germany’s attractiveness, the actuality of ice cream industry, the brand positioning and the strategies to penetrate German market. With profiling on industry and company capacities, it reveals the product is suitable for different groups. The protein ice cream is aiming to sequentially penetrate the niche-markets, mass population with health issues and mass population for regular consumption. Further research reveals the limitation of the report


References: ANALYTICS, K. 2014. Global Nutrition Supplement Market Report: 2014 Edition. Market Research 76. ANONYMOUS. 2014a. Groups in the negotiations [Online]. World Trade Organisation. Available: http://www.wto.org/english/tratop_e/dda_e/negotiating_groups_e.htm#grp021 [Accessed 01 October 2014]. BUREAU, I. M. 2010. Germany 's Health and Environmental Trends. Vancuver: Agriculture and Agri-Food Canada. CHOWDHURY, R. 2014. Wheyhey, healthy ice cream! Interview with co founder Greg Duggan. Available: http://yhponline.com/2014/02/22/wheyhey-greg-duggan/ [Accessed 01 October, 2014]. ECOFRIENDLY AGENDA. (2011, August 21). Retrieved October 14, 2014, from DNVBA: http://www.dnvba.com/afr-en/information-resources/news/Pages/eco-friendly-packaging-on-the-agenda.aspx EUROMONITORINTERNATIONAL FOOD, M. 2014. Wheyhey Ice Cream. Muscle Food. GMBH, P. 2014. Prolupin Products. Prolupin. HARRISON, A.-R. 2014. A Global Look at Supplements on the rise [Online]. Available: http://www.nutraingredients.com/Industry/A-global-look-at-supplements-on-the-rise [Accessed 22 August 2014]. IHRSA. 2014. Top 10 Global Marketers [Online]. Available: http://download.taiwantradeshows.com.tw/2014/taispo/download/Jay_Ablondi.pdf [Accessed 22 August 2014]. INNOVATION, T. G. (2011, August 17). Innovation Germany. Retrieved October 9, 2014, from German Innovation: http://www.germaninnovation.org/shared/content/documents/17_Issue_Ennovation_Germany-August_2011.pdf KOTABE, M MUSCLEFOOD M. (2014, October 5). Wheyhey Ice Cream. Retrieved October 9, 2014, from Muscle Food: http://www.musclefood.com/dairy-products-2/chocolate-wheyhey-ice-cream-3-x-500ml.html ONLINE, S QUICK, D. 2011. Dairy-Free Ice Cream. Gixzmag. RESEARCH, E. 2014. Health and Wellness in Germany. Euromonitor. SPIEGEL (2007, April 19). Germans Are Fattest People in Europe. Retrieved October 13, 2014, from Spiegel: http://www.spiegel.de/international/europe/new-obesity-rankings-germans-are-fattest-people-in-europe-study-shows-a-478303.html SCHOLVIEN, R THEHOFSTEDECENTRE. 2014. Country Comparison: United Kingdom in comparison with Germany [Online]. Available: http://geert-hofstede.com/united-kingdom.html [Accessed 22 August 2014]. WHEYHEY. 2013a. Science of WheyHey Protein Icecream [Online]. Available: http://www.wheyhey.co.uk/the-science-of-wheyhey-protein-icecream [Accessed 22 August 2014]. WHEYHEY. 2013b. Whey Hey The Protein Ice Cream [Online]. Available: http://www.wheyhey.co.uk/ [Accessed 22 August 2014]. ZENTRUM, D. 2011. Diabetes Statistic in Germany. Deutsches Zentrum. (TheHofstedeCentre, 2014) Appendix B 55-64 years: 11.5% (male 3,621,110/female 3,702,717)  65 years and over: 17.5% (male 4,990,024/female 6,182,114) (2014 est.) 65 years and over: 21.1% (male 7,468,552/female 9,659,265) (2014 est.) Languages Major cities - population LONDON (capital) 9.005 million; Birmingham 2.272 million; Manchester 2.213 million; West Yorkshire 1.625 million; Glasgow 1.137 million; Newcastle upon Tyne 874,000 (2011) BERLIN (capital) 3.462 million; Hamburg 1.796 million; Munich 1.364 million; Cologne 1.006 million (2011) Government
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Ben And Jerry's Timeline
    • 917 Words
    • 4 Pages

    Ben And Jerry's Timeline

    Ben & Jerry's Homemade, Inc. is a leading manufacturer of super premium ice cream, frozen yogurt and sorbet in unique and regular flavors. The Ice Cream Company embraces a philosophy of being real and "down to earth", being humorous and having fun, being non-traditional and alternative and, at times, being activists around progressive values. Co-founders, Ben Cohen and Jerry Greenfield, have been seen as role models for running a business that is both profitable and socially responsible and committed to using only natural ingredients in its products. With flavors like Cherry Garcia, Chubby Hubby, Chunky Monkey, Phish Food, and Rainforest Crunch its no wonder that they are known as the "Woodstock of ice cream".…

    • 917 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Dippin Dots Essay
    • 589 Words
    • 3 Pages

    Dippin Dots Essay

    Dippin’ dots, the company operates in a highly competitive ice cream market, one which is characterised by so many rivals producing very similar products, with big names like Nestle of Switzerland and Unilever PLC of London and Rotterdam. But dippin’ dots, however, has managed to differentiate their products distinctively from what is being offered in the market. Its method of production highly favours mass production and storage in volumes of the ice cream which, on one hand, serves as competitive advantage as they get to enjoy both economies of scale and economies of scope within the industry but on the other hand may be a threat as the majority of their clientele buys and consumes ice cream in small quantities at a…

    • 589 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    PAPA
    • 436 Words
    • 2 Pages

    PAPA

    Ben (Ben Cohen) & Jerry's (Jerry Greenfield) is an American ice cream company, a division of the Anglo-Dutch Unilever conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. These are manufactured by Ben & Jerry's Homemade Holdings, It is best known as a premium ice cream brand, founded in 1978 in Burlington, Vermont.…

    • 436 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    A Storied Market Leader Facing Competitive Pressures: Ice-Fili Case Study
    • 1430 Words
    • 6 Pages

    A Storied Market Leader Facing Competitive Pressures: Ice-Fili Case Study

    Threat of entry is high. Numerous frozen imports companies have emerged as regional ice-cream producers with their cold-storage and production capabilities in pursuance of relatively high profitability in the ice cream industry. Economies of scale are not required for those small regional players. In addition, new entrants can enjoy significant cost advantages over Ice-Fili through more cost efficient equipment.…

    • 1430 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Ice Fili
    • 1731 Words
    • 6 Pages

    Ice Fili

    Ice Fili have a strong position in the market but their relative differentiation and cost position left them ‘stuck in the middle’ with respect to some regional and multinational firms. It is clear from the financial statements that the years following the crisis of ‘98 took their toll as we see a steady decrease in sales. Ice cream consumption in Russia continues to grow by an average of 3.5% over past two years (2001-2002) indicating a steady market. However, in order to remain competitive in an increasingly competitive market it may now be the time to reassess the current business model and plan strategic direction for the future.…

    • 1731 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Climate Change in the Uk and Bangladesh
    • 308 Words
    • 2 Pages

    Climate Change in the Uk and Bangladesh

    The UK is a MEDC (more economically developed country). It has a population of 62,218,761.…

    • 308 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Internal Customer Service
    • 1157 Words
    • 5 Pages

    Internal Customer Service

    1) Do you have personal experience with this company? If so, describe your impressions. The only experience I have with them is buying their ice cream from the store, I can safely say I do enjoy reading the names of the different flavors, and I like their ice cream.…

    • 1157 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Login
    • 583 Words
    • 3 Pages

    Login

    Japan is the country that have a lot of sweet ,so if we need to get this market .We must know the information and characteristic of customer .From the research, we found the customer like the ice cream are women ,children and teenager .The main competitors in Japan are Glico Group , TOMI Soft cream ,and MEIJI because they are all in the teenagers market that is the target market like I-berry company .The object of them like to focus only women but i-berry like to focus to every one ,every period of age .I-berry have a lot of flavor of ice cream , we have the taste from Thai fruit this is the popular flavor .We will think of the health it important of customer because we need the customer have the strong and good health.…

    • 583 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Ice Fili
    • 273 Words
    • 2 Pages

    Ice Fili

    However, Russian ice cream market had a high potential. Compared with 16 Kg consumed in the United States, 17Kg in France, and 18 Kg in Canada, Russian consumed only 2.5 kilograms of ice cream per capita. This is showing the sign of improvement. Also the fact that Exhibition 1 shows that the consumption of ice cream is growing consistently every year also supports the statement. The market just need more emphasize from producers such as more advertisement.…

    • 273 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Macroeconomics Paper
    • 2239 Words
    • 9 Pages

    Macroeconomics Paper

    Projections and forecasting are several of the best practice tools used by the ice cream companies to look at future sales. Nestle SA (Nestle) Company is the largest global food processing company manufacturing products such as baby food, water, ice cream, and suppying catering services. Nestle holds the distinction of leading the global market with ice cream sales of 1.8 billion in 2004 which was 19.9%of the total market value. Nestle administrators forecast a 10.1 billion dollar market in ice cream sales by 2010 and increased market…

    • 2239 Words
    • 9 Pages
    Best Essays
    Read More
  • Good Essays

    The Canadian Ice Cream Market
    • 574 Words
    • 3 Pages

    The Canadian Ice Cream Market

    The market is segmented into 4 Categories; Take-home ice cream, Impulse ice cream, Artisanal ice cream and Frozen yogurt. Take-home ice cream accounts for 67.2% of the markets total value and is the largest segment. Artisanal ice cream (our market segment) is 10.5% which is a value of $207.7 million. When it comes to market share David Chapman’s Ice cream Ltd is the leading player as it generates 24% of the markets value followed by Nestle S.A which accounts 23.6% of the market share. It will not be a surprise to us that the market is concentrated with the top three players holding 65.6% of the total market value which include both international and local players. It is possible to enter this market on a small-scale but it is better on a larger scale. This is because the presence of strong brands and the scale of economies associated required for…

    • 574 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Mark3082 Individual Case
    • 2291 Words
    • 8 Pages

    Mark3082 Individual Case

    The case study, “Riding the Waves Together: A Successful Partnership”, examines the journey of Surf Life Saving New Zealand (SLSNZ) and their struggle to secure sustainable funding in a competitive non-profit industry whilst continuing to stand for their mission to reduce water related injuries and fatalities in New Zealand. The case study examines corporate sponsor and partnership as one solution in addressing the issue and specifically highlights their agreement with Deutsche Post owned DHL, a globally recognised logistics and transportation company. It addresses the crucial parts of forming a partnership and how the two organisations failed to build significant frameworks to maintain a sustainable relationship, especially as it was formed due to both parties concluding that “it made sense”. However, they were able to benefit from DHL through funding their club houses and to update their facilities and equipment. It also provided reasonable levels of funding towards the beach education program launched as a result of this social partnership. DHL were also able to benefit via branding SLSNZ community days, marketing through their schooling programs and gaining access their stakeholders. SLSNZ have been providing life saving services for over 100…

    • 2291 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Good Essays

    Obesity
    • 836 Words
    • 4 Pages

    Obesity

    In a list of the countries with the greatest percentage of overweight people, Nauru tops a list of countries with the greatest percentage of overweight people, with an alarming 94.5% of its adult population (ages 15+) classified as such, based on the most recent estimates by the World Health Organization (WHO). The Federated States of Micronesia, Cook Islands, Niue and Tonga round out the top five, all with a portly population of over 90%.…

    • 836 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Amul Probiotic Ice-Cream
    • 2868 Words
    • 12 Pages

    Amul Probiotic Ice-Cream

    Essentially, it would not only convert non-consumers of ice cream into eaters but also increase frequency of ice cream eating. It expects to get 10 per cent additional growth only through the Probiotic range. Since the company will be the first to introduce the innovation, developed in-house, it expects to build the market and capture the entire market for Probiotic ice cream.…

    • 2868 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Good Essays

    acceptability of mangosteen icecream
    • 3427 Words
    • 14 Pages

    acceptability of mangosteen icecream

    acceptability of ice cream to the people. In order to attain the goals of this study there are tasks to be completed, like producing the fruit all over the country, the visibility of the product.…

    • 3427 Words
    • 14 Pages
    Good Essays
    Read More

Related Topics