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Fruity Fact: Healthy Ice Cream with Asian Flavors

Fruity Fact aims to raise awareness of the importance of a healthy lifestyle and provide 100% organic, sustainable ice cream with unique Asian fruit flavors and environmentally friendly packaging. Our marketing mix includes social media, free samples, loyalty programs, and discounted trials.

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Fruity Fact: Healthy Ice Cream with Asian Flavors

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  1. # OUTLINE • Introduction • Situational Analysis • Market Entry Strategy • STP • Product Presentation/ Marketing Mix • Customer Retention • Monitor and Control • Contingency Plan • Recommendations

  2. OUR MISSION “To raise public awareness of the importance of a healthy lifestyle, unique flavors, widespread the idea of healthy desserts, change customers’ habit of using plastic package”

  3. OUR VISION “To create a sustainable life for customers, become market leader in providing sustainable product with 100% organic ingredients, unique flavors and environmental friendly package”

  4. OUR VALUES • Sustainable • Healthy • Environmental friendly • High quality ingredients

  5. BEHIND OUR BRAND SYMBOL LOGO Mono brand strategy COLORPALETTE NAME Brand: Fruity Fact Product line: Fruity Fact ice cream

  6. PRIMARY RESEACH HOW OFTEN DO YOU PURCHASE ICECREAM ? WHAT KIND OF FRUIT IN LIST BELOW YOU HAVE NOT HEARD OF ? 4.76% 23.81% 23.81% 9.52% 38.10%

  7. PRIMARY RESEACH IF YOU HAVE A CHANCE, WOULD YOU CONSIDER TRYING ICE CREAM WITH THESE FLAVOURS? 100% YES

  8. SWOT ANALYSIS • Weaknesses • New Product’s nature can affect sale revenue: ice cream’s sale in cold weather will decrease • Low awareness of new product. • Strengths • Ensure the high quality of product • Economies of scale: reasonable price • Appealing package design make • Fruity fact to be one of the most recognisable ice cream brand in the world • Strong marketing message regarding environment and health care issue • Unique Asian fruit flavors

  9. SWOT ANALYSIS Opportunities Threats • Growing trend of healthy ice cream among millennial • The global vegan population is increasing • Being able to gain support from environmental organisations and health care organisations • Many competitors are entering vegan ice cream industries with low entry barriers: intense competition • New brand

  10. Marketing objective • To raise public awareness of vegan ice cream in London by 20% by February 2020. • To generate 40% of customer retention rate by February 2020. • To reach 90% customer satisfaction by February 2020. • To sell ice cream with 100% environmental friendly package by February 2020.

  11. STP 03| Positioning 02| Targeting 01| Segmentation

  12. Segmentation • Geographic: • London • Big retailers: Tesco, Sainsbury’s • Demographic • Middle class with an average income, age 25-50 • Teenagers and young adults age 13-24 • Behavioral • Loyal to a familiar brand: low rate of switching • Brand switchers • Psychographic • Health conscious and environmental aware • Attracted by appealing design dessert

  13. Target Audience Alice is a Londoner, working for an NGO as a marketing executive. She has a dynamic lifestyle and is determined to maintain a sustainable and balance life . Alice is also health conscious that only shop from familiar brands. Steve works in Sale Department of a real estate company in London. Despite of busy work with lots of pressure, he still take much care of his health. Steve has been a vegetarian for 5 years and always look for convenient but healthy food and dessert.Steve – Age 45 (Sale assistant) Alice – Age 26 (Office worker)

  14. Positioning Quality High Fruity Fact Antonio Ben&Jerry’s Haagen-Dazs Low High Cost ASDA Low

  15. longan Product Presentation dragonfruit jackfruit

  16. Product Asian’s flavors ice cream Marketing mix Price £1.2/piece, £4/box(4 pieces) Promotion - Social media marketing - Free samples offering - Discount campaign Place - Big supermarket and retailers - Self distributing channels

  17. PRODUCT LAYERS Core product • Actual product • Asian fruit based ice cream • Gluten Free • No sugar – Low Fat Ice cream • Augmented product • Healthy snacking • Green themed packaging

  18. Unique selling point • Vegan ice cream made with Asian’s fruits based and free from all animal products • Environmental friendly and ethically produced • + Package: no plastic used • + Vegan product: reduce the devastating environmental impact of animal agriculture

  19. PUSH • Product sample • Poster • Loyalty program PROMOTION • PULL • Social Media • Advertising • Work of Mouth • Discounted Trial

  20. PROMOTION A, SAMPLE What? Free samples offering Social media marketing Showing and promoting different Asian fruit flavors of ice cream C, LOYALTY PROGRAM + Customer survey +Collect every 4 boxes will get 1 piece free +Target Email/SMS marketing B,DISCOUNTED TRIAL +Discount campaign £1/piece instead of £1,2 £3,5/box (4 pieces) instead of 4 Place? Sainsbury, Tesco, ASDA, etc

  21. STORYBOARD Appearance: Slogan Poster Advertisement Introducing our ice cream: Asian fruit based flavors Low calories Healthier London’s weather Getting hotter Need something to refresh Normal ice cream: Too sweet Too fat

  22. SOCIAL MEDIA YouTube https://www.youtube.com/watch?v=ZRj70H0WMzc

  23. SOCIAL MEDIA FACEBOOK

  24. SOCIAL MEDIA INSTRAGRAM

  25. SOCIAL MEDIA TWITTER

  26. Website

  27. Paid Adverts

  28. TIMETABLE

  29. AIDAR Model

  30. Action Plan • To make Fruity fact the fast selling ice cream by 2021 • To have more than 4000 active users as members by 2020 • To introduce new vegan flavours to meet the demand of dairy free ice cream.

  31. Budget

  32. ContingencyPlan • Changesincustomersdemand/consumertastesandtrends • Modifytheproductdependsonconsumers’needs • Competitiveenvironment • Adjustproductpriceaccordingly • Technologicalchanges • Introducenewproductiontechniques • Politicalchangesorinstability • Switchingsupplychains

  33. Recommendations • Enteronlinemarketplacestoattractmorecustomers(E.g.Amazon) • Increasedistributionchannels • Engagecustomerswithdifferentmarketingstrategies

  34. References • Zhu, Y. (2016). The World's Top-Selling Ice Cream Brands. Forbes. https://www.forbes.com/sites/yehongzhu/2016/06/21/the-worlds-top-selling-ice-cream-brands-2/?fbclid=IwAR1qlzRaXLQWZUhZ2vkrJn29BTqK-i9XXboYeAzn6nDjHUvxha9wQZlPMEU#43760ecd5a89 • Mintel. (2016). Ice cream and Desserts - UK. Retrieved from • IBIS World. (2018). Ice Cream Production - UK Market Research Report. Retrieved from https://www.ibisworld.co.uk/industry-trends/market-research-reports/manufacturing/manufacture-of-food-products/ice-cream-production.html • Grand View Research. (2018). Ice Cream Market Size, Share & Trend Analysis Report by Product Type, by Region and Segment Forecast, 2018 - 2025. Retrieved from https://www.grandviewresearch.com/industry-analysis/ice-cream-market

  35. Appendices MARKET OVERVIEW • The global ice cream market size was valued at USD 54.80 billion in 2016 and is forecasted to continue rising (Grand View Research, 2018) • The industry has a high level of concentration: the four largest manufacturers are expected to account for 87.9% of industry revenue in 2018-19 (IBIS World, 2018) • High interest in healthier and smaller ice cream formats (Mintel, 2016) • Demand for innovative flavours is increasing (Mintel, 2016)

  36. Nestle • Key ice cream products: Haagen - Dazs • Similar product lines compared with Unilever • Provide a wide range of products, yet not specialised in ice cream making. • Froneri • Over 40 years as one of the best-known ice making companies • The market leader of ice cream industry in the UK • Provide various product lines of ice cream (Nuii, Movenpick, Kelly’s, Green & Black’s Organic, etc) • Use local cream and milk MAIN RIVALS

  37. Intense competition + higher demand • => It’s a must to innovate Fruity Fact to meet customer’s demand and create competitive advantage • Innovate product to target existing market: product development strategy MARKET ENTRY STRATEGY

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