Marketing Analysis of Themis Brand

Executive Summary

Themis is a brand of the well-known Greek company named Kalabokis. Themis is the ice cream brand of the company. The product line consists of ice cream desserts made from traditional Cretan recipes and the primary customers are tourists and local consumers. The distribution channel is proprietary and focused on selling through high-profile hotels and restaurants. The company is now trying to enter new markets with new products. It is expanding its production facilities and developing new distribution channels. It is recommended that the company develop an aggressive promotion strategy to reposition itself along the strengths of a diverse product range and affordable prices. The company also wants to take the Themis brand on an international level for which it participates in local and international trade shows.

MARKETING ANALYSIS OF THE THEMIS BRAND

Situation Analysis of Themis Ice Cream

The Customers

Themis ice cream is a brand that reflects the cultural traditions of the Greek island of Crete. Begun in 1920, the company maintains authentic recipes from Crete and Constantinople to create a range of ice cream desserts from fresh sheep milk. Themis is a specialty brand so the user base comprises the upper end of the market and tourists. The brand is available throughout Crete and in some parts of mainland Greece although the company is making efforts at increasing exports. Being a specialty brand the user base expects the benefits of novelty, uniqueness and exclusivity which Themis has maintained with its traditional recipes and limited distribution (Kalabokis, n.a.). The brand experienced growth throughout its life and was also recognized internationally. But growth has been a challenge since 2008, especially after the recent Euro financial crisis. Future operations will be affected by developments in the tourism industry which has not yet shown signs of serious weakening but the government is still concerned...