Marketing Plan of Wheyhey

Executive summary

This report aims at preparing a marketing plan for Wheyhey protein ice cream’s expansion to Australia. Wheyhey originated from UK ,which has sought its popularity in the ice cream market of UK as the significant increase in their sales. The high nutrition value of Wheyhey make it more attractive compare to the other ice creams in the world and it encourage people to redefine ice cream as a healthy food in the snack market. With the success of Wheyhey in UK, their special ice cream is believed to have a great potential to enter the Australian ice cream market.

Introduction

Purpose

This report endeavors to design a marketing plan for Wheyhey to enter Australian ice cream market. According to the situation of Australian ice cream market, the market segmentations will be analyzed and identified in order to positioning the ideal market. The report will also offer the mix marketing strategies, implementation plan and appropriate recommendations.

Background

Wheyhey will be the most healthy ice cream appears in the Australian market. The ingredients of Wheyhey will be the most competitive elements to be utilized in branding on nation and international wide approach.

Company

Wheyhey is a UK brand, which is identified as the world’s first and leading healthy protein ice cream. Whey protein isolate is used by all the products, considered as the most high quality protein in the market. The characteristics contain natural ingredient, high protein, without sugar and low in fat as their potential success factors.(WheyHey.com)

The Wheyhey attractive elements are divided into three major part. Firstly, Whey protein isolate contains 9 essential and 11 non-essential amino acids that the human body needs. Secondly, whey protein is abundant in branched chain amino acids, isoleucine, leucine, and valine, that may be responsible for building muscle and lean bodymass, improving body composition, and enhancing your athletic performance. Finally, protein...