9. Selecta is a market leader by differentiation Selecta 3-in-1+1 Magnolia Price vs. Age Matrix Selecta gold series Cornetto Other Selecta Nestle Drumstick Nestle Trio Price/ Age Matrix 0-14 yrs 15-21 yrs 22-49 yrs 50yrs up High price Low Price
10. Selecta ice cream’s positioning is shown in this competitive map Positioning vs. Brand Matrix
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13. 5b. Industry data indicates total market size is Php8.75bn Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to PHP8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m litres. Source: http://www.just-food.com/analysis/just-the-facts-ice-cream-in-the-philippines_id110524.aspx
14. 5c. Consumer data indicates total market size is Php6.5B Ice cream consumption: - 25% of Filipinos buy ice cream thrice a year - 92M Filipinos x 25% x 3 x Php95 =P6.5 billion Source: Manila Bulletin, May 6, 2009