Submitted by: Submitted by Matak78
Views: 163
Words: 971
Pages: 4
Category: Business and Industry
Date Submitted: 06/01/2013 12:42 AM
1. Product description
The product to be launched is a new branded ice cream with details as follows:
- Name: Be Happy Fitt&Nett low fat ice-cream
- Size: 1000ml
- Flavours: Belgian chocolate peaces blended in sweet cream ice
cream
Madagascar vanilla ice cream with caramelized apple pieces light /97% fat free/
-category: premium
-features: lowest in calories and fat
no artificial colours and sweeteners
can be consumed by diabetics
Primary research – quantitative – survey
100 people have been asked about their habits of buying ice cream.
60% of them claimed buying ice cream weekly, 30% fortnightly, 9% mothly and only 1% of them said that never buy ice cream.
10% of that 90% described themselves as a brand and flavour loyal consumer which means they always choose same flavour and same brand, 25% said that they are loyal to one brand but try out its different flavours, 65% claimed to try out different brands and different flavours every time.
25% of these/100/ people said that the main thing which has influence on their decision in choosing or buying ice cream is the price or promotion, 50% said the new flavour or new brand, 25% said the healthier type.
According to this numbers they prove that there is a huge opportunity and potential in the australian market to launch a new flavoured, low fat ice cream.
Secondary research
Obviously, eating a tub of ice cream every day isn’t healthy for anyone – including those with any form of diabetes. And it may not help our waistlines. But an occasional ice cream with sugar-free chocolate syrup is not going to kill us.
The Ice Cream Manufacturing industry has bounced back in the past five years after poor performance previously. The industry has continued to grow despite cuts to discretionary spending caused by the global financial crisis, as consumers turned to inexpensive indulgences. Manufacturers of ice cream have also turned to innovation to capture demand from changing...