Group 3: Aditya Sharma Robin Agarwal Prasan

Arora

Group 3: Aditya Sharma Robin Agarwal Prasan

Arora

Analyzing the effect(s) of  competitive marketing strategies: A

case study of Ben & Jerry’s and Häagen-Dazs’ brand equity

Objective

Overview

Competition profiling

Industry trends

Research methodology

Hypothesis

Probable research outcomes

Contents

Analyzing the effect(s) of competitive marketing strategies of Ben and Jerry’s & Haagen-Dazs’

brand equity

Objective

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%

Overview

Source: Euro monitor report – Ice Cream in Singapore

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

Source: Euro monitor report – Ice Cream in Singapore

Standard brands: Wall’s, MagnoliaPremium brands: Häagen-Dazs & Ben & Jerry’s

2011 - year of recovery for Singapore economy

Consumers traded to premium brands due to more sophisticated needs

Premium brands performed well in 2011

Industry Trends

Source: Euro monitor report – Ice Cream in Singapore

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.

Why Häagen-Dazs &Ben & Jerry’s?

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

The marketing strategies employed substantially affect the brand equity

Aggressive competitive marketing strategies against each other

Hypothesis

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

Possible Research Outcomes

Euro monitor report – Ice Cream in Singapore

EBSCO HOST – Ice-cream in Asia Pacific

References

Thank You!