Nestle Ice Cream Report Essay

4130 Words Jun 19th, 2012 17 Pages
Prepared for:
John Callander
Prepared by: Van Dung Tran (Yong)-7006411

Mix & Opportunity analysis Nestle Peters Report

CONTENTS 1. MARKET HISTORY & CATEGORY DEFINITION 4 1.1 The category, product and brand 4 1.2 Market structure 4 1.2.1 The product and its source 4 1.2.2 Market definition 4 1.2.3 The history of ice cream, brand and market since its beginnings in Australia 4 1.3 Market size 6 1.4 Market growth 7 1.5 Market prediction or forecast 8 1.6 Market, segment & key brand shares 9 1.6.1 Segment share 9 1.6.2 Corporate shares 10 1.6.3 Brand shares 10 2. COMPETITOR ANALYSIS 10 2.1 Key competitor brands 10 2.2 Key competitor product range 10 3.
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* Product lines such as The Skinny Cow by Nestlé Australia Ltd, which was launched in late 2008, contain significantly lower levels of fat and sugar than regular ice cream products. The increasing interest in dieting and weight loss among a high proportion of Australians will contribute to the interest in these better-for-you ice cream products.
1.6 Market, segment & key brand shares
1.6.1 Segment share | Unit of measure | 2005 | 2006 | 2007 | 2008 | 2009 | Segment% share | | Value% | Vol% | Value% | Vol% | Value% | Vol% | Value% | Vol% | Value% | Vol% | Tubs | % | 60.6 | 83.8 | 60.1 | 84.5 | 55.9 | 82.0 | 53.1 | 80.6 | 53.8 | 79.9 | Multi-packs | % | 37.3 | 15.2 | 37.8 | 14.6 | 41.9 | 17.1 | 44.8 | 18.5 | 43.8 | 19.0 | Ice cream Desserts | % | 2.1 | 1.0 | 1.9 | 0.9 | 2.0 | 0.9 | 2.0 | 0.9 | 2.3 | 1.1 | | | | | | | | | | | | |
Source: Retail World Grocery Guide
1.6.2 Corporate shares | Unit of measure | 2005 | 2006 | 2007 | 2008 | 2009 | Corporate% share | | Value% | Vol% | Value% | Vol% | Value%

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