Positioning of new ice cream
According to the International Dairy Foods Association,
take-home ice cream sales totaled $6.8 billion in 2010. This market can be
divided into four quality-based segments:
• Superpremium
ice creams like Ben & Jerry’s and Haagen-Dazs have very low overrun (i.e.,
minimal aeration) and high fat content, and the manufacturers use the best quality
ingredients.
• Premium
ice creams like Turkey Hill have low overrun and higher fat content than
regular ice cream, and are made with higher quality ingredients.
• Regular
ice cream brands like Breyer’s meet the overrun required for the federal ice
cream standard (i.e., finished product must not weigh less than 4.5 pounds per
gallon).
• Economy
ice cream meets the government standard and generally sells for a lower price
than regular ice cream.
Using the concepts of positioning and branding in marketing
management, discuss the strategy you would use to enter the take-home ice cream
market. Be sure to discuss what your points of differentiation are and what
brand associations you would link to your brand. Support your choices with
logic and research.
