Marketing opportunity analysis assignment

This differentiated market offering, manufactured under the name ‘ Naturalism’ as a variety of the New Zealand Natural ice cream range, will be unique in Its approach to health-based nutrition in that It will be sweetened not by artificial sweeteners (used In Emeralds’ product ‘ Zilch’), but by Steven extract; a natural plant derived sweetener that Is significantly sweeter than sugar but with no calories. This product will also act as an Improved offering, replacing Emerald’s ‘ Zilch’ product, which is inferior due to its use of artificial sweeteners.

Market Analysis Industry Definition With Ice Cream and Frozen Dessert products accounting for $1 in every $44 dollars spent by New Zealand households, New Islander’s are among the highest consumers of Ice Cream per capita in the world (Statistics New Zealand, 2010). This Information supported by a 6% growth value recorded in 201 2 with sales of $342 million identifies the Industry as one that is lucrative and highly profitable. Prospect wise, the Industry forecasts maintained growth rates and opportunities for growth in lath and wellness positioned products (Remuneration International, 2012).