Marketing

11 Pages 2676 Words

t simple. Expensive (or not) chocolate, cakes, croissants and other post meal consumables are realistic options for the consumer. Ferrara Rocha will assure you that their product is the perfect accompaniment to any meal. B&J need to be wary of this. How he/she makes the choice for ice cream (as opposed to chocolate etc.) and then super premium (as opposed to premium or ordinary) and then B&J (as opposed to Haagen Dazs etc.) is essential. [See section 3.21 Research]

The possibility of a rival ceasing B&J¡¦s place as no.1 or no.2 in the marketplace?

Despite after tax losses in ¡¦94 both B&J and Haagan had a 42% share in early ¡¦95. None at present seem to have the ability or financial backing to challenge this, albeit Edy¡¦s has Nestle.

The possibility of new entrants in the market place is confined by two major problems. The brand and distribution. Remembering that these are upmarket consumers where by cheap alternatives are not necessarily sought for then the key element is the brand. This brand and the associated image are something currently only Haagan and B&J have. This emotional tie related to B&J¡¦s and everything it possesses beyond what it is in itself (i.e. a good tasting ice cream) is something that will be difficult to emulate. It is a question of ¡¥I wouldn¡¦t be seen dead eating another ice cream¡¦ as opposed to ¡¥this is cheaper and tastes just like B&J¡¦s so I¡¦ll buy this from now on.¡¦

The other barrier concerns distribution. With ice cream the idea of selling products through the Internet, despite the dried ice, which may accompany it, is not likely to be an option ¡V the consumers will not readily enthuse over the idea. B&J¡¦s is a fresh ice cream and by nature difficult to transport. Consequently distribution to stores around the USA and globally will be expensive and require partners such as Dreyer¡¦s that have an extensive transportation network. It must be noted that th...