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Example research essay topic: Premium Ice Cream Ben Amp Jerry - 1,046 words

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INTRODUCTION Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. At first, it was only available at gourmet shops but soon distribution expanded In 1983 Haagen-Dazs was sold to The Pillsbury Company, which remained committed to the tradition of superior quality and innovation on which Haagen-Dazs was founded. Since then, it has become a global phenomenon.

Ice Cream lovers the world over now recognize the unique Haagen-Dazs logo as synonymous with the ultimate super-premium ice cream. However, for the company to reach where it is today, a sincere marketing effort was undertaken from its early days to understand customers and their needs. Since the beginning, Haagen-Dazs has kept a keen focus on developing an internal & external marketing orientation. They obtained their current competitive strengths to establish premium pricing from: Developing the brand with an attached history of perfection and luxury Using the finest ingredients to deliver product excellence Invested in consumer research to understand tastes and preferences of customers Used selective distribution and did not mass market until the minimum critical mass of opinion leaders were established Did not change their objectives in between Used creativity and innovative ness to support brand identity This report will discuss in detail the evidence that Haagen-Dazs does, indeed, practise the marketing concept of keeping customers needs as a priority for the rest of the business to follow. COMPETITOR ANALYSIS Year by year, new products and their competing items have entered into the field and have successfully created a slot for themselves. This phenomenon is greatly supported by the open down policy of the local government to the people coming from other lands for settlement and tourism.

Ice creams are a product that has not seen their prime in the U. A. E. Its potential is tapped in a meagre form. Not that the commodity is in short supply.

There is ample ice-cream available even at the moment. But, there is great scope of habitualizing the inhabitants of this place to consume more of the product, by exploiting the U. A. E. climate to its best potential. The United Arab Emirates has an ice cream market of Dh 140 million, yet it has one of the lowest consumption (6. 00 per capita/ pints) of ice-cream when compared to Australia which consumes 36. 87 per capita / pints and USA 30. 04 pints.

In spite of these low figures, Haagen-Dazs began its Middle East venture by opening its outlet in Al Diyafa Street in Sat and from then on rapidly opened up cafes in Dairy City Centre, Right Street, Palm Strip Shopping Mall and Thunderbowl. However, prior to their entry into this market, a proper industry analysis was undertaken, similar to the one described below using the Porter's Industry Analysis. Rivalry in the Industry - Medium Rivalry is strong due to a number of factors. Ben & Jerry's and Haagen-Dazs dominate the global super-premium ice cream market. Each of these competitors has approximately 42 % of the market, with the remaining 15 % being divided up between a number of smaller firms that compete on either a local or national basis. However, within the U.

A. E. , Haagen-Dazs made its entry while Ben & Jerry's was still concentrating on Europe. Globally, Haagen-Dazs was competing for a larger slice of what was a shrinking pie. The ice-cream sector has been stagnating in the recent years. In addition to this, new government labelling regulations, a rise in consumer price sensitivity, and other factors have led to further slow growth. In the U.

A. E. however, the major competitor at the time was the highest priced ice-cream at that stage, namely Baskin Robbins. Baskin Robbins ice-cream parlours are still not considered direct competitors because they do not portray the image and class associated with a Haagen-Dazs caf. Further, industry lead times for copying a new flavour are lowering, making it harder to maintain a competitive advantage in this area. Haagen-Dazs has been facing intense competition from a relatively similar priced entrant 'London Dairy' which has positioned itself as a premium ice-cream but still made itself accessible at every petrol station and convenience store in town.

Haagen-Dazs quite readily imitated them and are now available in select petrol pumps and supermarkets. Threat of new entrants - Weak Though there are a significant number of competitors in the market, the largest firms still have such large market shares that they are somewhat "insulated" against smaller competition. Barriers to entry into this market are relatively low, especially since a firm that already competes in the premium or standard ice cream market could easily convert to the super-premium market (though not with guaranteed success). There is not a significant threat for a new firm to enter the market and establish itself as a rival to the main competitors though brands like Unikai, Kwality and London Dairy have been introducing ice creams to attract this market. Substitute Products - Weak This is not a significant force, even though there are a number of substitute products for this market.

Because this is the super-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of quality. One of the driving forces in this industry is the ability to produce a range of flavours, and to keep introducing new ones. Many sales could be attributed to the buyer attempting to satisfy a craving for some unconventional flavour of ice cream. Such a buyer would probably not be satisfied with a substitute product. Though there is sure to be some competition from products such as high quality cakes and cheesecakes, other frozen dessert products, and other snack products such as chips and dips, these products are not a significant factor to this super-premium ice cream market. Power of Suppliers - Wea...


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Research essay sample on Premium Ice Cream Ben Amp Jerry

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