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Group 3 arp
This document analyzes the competitive marketing strategies of Ben & Jerry's and Häagen-Dazs and their effect on brand equity in Singapore's ice cream market. It provides an overview of the market growth and trends, profiles the two premium brands and their competition, and outlines a research methodology involving secondary data analysis, qualitative primary research through interviews and focus groups, and quantitative primary research to verify brand attributes. The hypothesis is that aggressive marketing strategies between the two brands substantially affects their brand equity, and possible outcomes include an analysis of consumer perception and the brands' marketing strategies, as well as strategic proposals to capture market share.
Group 3 arp
- 1. Analyzing the effect(s)of competitive marketing strategies: A case study of Ben & Jerry’s and Häagen-Dazs’ brand equity Group 3: Aditya Sharma Robin Agarwal Prasan Arora
- 2. Contents Objective Overview Competition profiling Industry trends Researchmethodology Hypothesis Probable research outcomes
- 3. Objective Analyzing theeffect(s) of competitive marketing strategies of Ben and Jerry’s & Haagen-Dazs’ brand equity
- 4. Overview In 2011, the segment grew 4% to reach $118 million Average unit price increased in 2011 From 2012-2016, the Ice-cream industry expected to register a constant value CAGR of 2% Source: Euro monitor report – Ice Cream in Singapore
- 5. Competition Profiling Brand Company 2007 2008 2009 2010 Wall's Unilever Singapore Pte Ltd 12.8 12.8 13 12.7 Magnolia F&N Foods (S) Pte Ltd 13.3 13.3 12.7 12.3 Häagen-Dazs General Mills Asia Pte Ltd 10.1 10.1 10.3 10.5 Ben & Jerry's Unilever Singapore Pte Ltd 5.4 5.4 5.6 5.7 Standard brands: Wall’s, Magnolia Premium brands: Häagen-Dazs & Ben & Jerry’s Source: Euro monitor report – Ice Cream in Singapore
- 6. Industry Trends 2011 - year of recovery for Singapore economy Consumers traded to premium brands due to more sophisticated needs Premium brands performed well in 2011 Source: Euro monitor report – Ice Cream in Singapore
- 7. Why Häagen-Dazs & Ben & Jerry’s? Global premium brands Largest selling premium brands - combined market share - 16 per cent in Singapore Shift in consumer preference led to an increase in average unit price of Ice Cream in Singapore.
- 8. Research Methodology Initial Analysis(Secondary Data) Examining historical data from journals, research papers and industry reports Examining company data – advertising budget Qualitative Research (Primary Data) Interviews with Brand Manager & Marketing team Focus Group Interviews Customer Survey Quantitative Research (Primary Data) Verifying differential parameters and attributes
- 9. Hypothesis The marketing strategiesemployed substantially affect the brand equity Aggressive competitive marketing strategies against each other
- 10. Possible Research Outcomes Comprehensive study of consumer perception In-depth analysis of the Product, Pricing, Place and Promotion strategies implemented Tactical behavior of the smaller / new brands Alternative Strategic proposals to capture competitor’s market share
- 11. References Euro monitor report– Ice Cream in Singapore EBSCO HOST – Ice-cream in Asia Pacific
- 12.
Editor's Notes
- #7 2011 was a year of recovery for the Singapore economy. Premium brands in the Ice Cream industry have performed well in 2011; consumers have traded up to premium brands. Furthermore, consumer tastes in Singapore have become more sophisticated resulting in consumers trading up to premium brands. Therefore, this shift in consumer preference has led to an increase in average unit price of Ice Cream in Singapore. This trend indicates that there is a huge preference for premium Ice Cream brands in Singapore.