Whey hey marketing opportunity analysis assignment

The population in both countries are similar, the difference of 23 million est.. Is directly related with the area of each country. (See Appendix B) iii. Social Social factors of both countries includes health consciousness, population Roth rate, age distribution and cultural aspects. Health consciousness is a key factor for Whey Hey product due its nature. Germany is located in the 12th place on the top 30 markets with rising health concerns, being the second European country to appear on the ranking, just after united Kingdom in the 9th place (Euromonitorlnternational, 2012).

Age structure is very similar between Germany and United Kingdom, hence the behavior of the selected demographic segmentation will be similar to its home country. (See Appendix B). Based on Hypotheses cultural index is appreciated that the similarities between British and German culture is high. V. Technological Technological infrastructure in Germany is considered as developed. Since Internet will be considered as a key tool for must businesses nowadays, considering the fact that from a population of 80, 996, 685 million people, 65. 125 million have access to Internet and are considered as active users. See Appendix B) 2. 0 Industry Analysis 2. 1 Porter’s Five Forces Analysis The attractiveness of the Ice Cream Industry will be evaluated with Porter’s five forces analysis (Estate and Helsel, 2010). i. Threat of new entrants According to a recent market research of Canadian firm, Germany earned he title of “ most lucrative market for Ice Cream in Europe in 2013”. Germany produced 627 million litters of ice cream (Brady, 2014), representing $2. 7 billion dollars In 2013. By being the most lucrative market for the selected industry, it may attract new competitors due to its industry profitability. See Appendix C) Customer loyalty to established brands may represent an issue for new competitors as Whey Hey Ice Cream, nevertheless and according to according to Catherine O’Connor, senior analyst at Canadian: “ For an ice cream product to succeed in Germany, it needs to offer an indulgent experience above all else. While German consumers are also seeking convenience and quality products, as well as ice creams that bring fun and relaxation, these needs shrink in comparison to the high desire for indulgence that drives the market’ (Canadian, 2014). In order to overcome customer loyalty, brands may use product differentiation.

Distributional channel and supplier competition may also be determinant factors for the brand. Several options of suppliers need to be considered in order to avoid dependence or high bargaining power of suppliers. This is a key issue to be addressed, since the pricing strategy and profit margin for upcoming years depend on German production, rather than production in United Kingdom. Sustainable competitive advantage may be held by the innovation on Whey Hey products. Competitors are already identified and analyses in a way that their weaknesses can become the strengths of Whey Hey.

The brand has already on its way the development of new products, meaning that innovation does not stop only with established Ice Creams but also with new products such as the recently launched ‘ World’s first, high protein Frozen Yoghurt Push-Up” (Anonymous, coca). The entire competitive strategy and advertising of the brand will be targeted on the competitive advantage of its products. 2. 2 Competitive Analysis “ Milliner Deutsche Gumbo was the leading player of Ice Cream in Germany n twitted its variety of brands.

Weakness + opportunities: Whey can establish a feedback spot for product and service improvement, gaining testimonials to overcome the distrust on products health value. The product can continually lead the market by localizing products that will attain the overall product offerings’ competitive advantage. Strength & Opportunities: Whey has the potential to form strategic alliances with health food companies for R&D on other health benefits such s essential Vitamins and minerals in ice cream. The innovative product can reverse the traditional perception of ice cream and become a market leader.

Weakness & Opportunities: Product’s health value will diminish the factors that might affect purchasing decision such as cold weather. It will firstly attract customers’ attention, not only increase the evaluation of alternatives in buying process but also enhance the brand awareness. Issues Entering market 4. 1 Segmentation Segmentation GIG: Mass population GO: Health problems (obesity and diabetes) 4. 0 Key GO: Niche market (Athlete, sporty and health conscious groups) Geographic Germany – Berlin, city size 891. Km – Capital city – Urban – Berlin, City size 891. Akron Demographic -Age: 18 or more – Family size: 1 person or more – Gender: Male and female – Education: grade school or higher – Multi-generation – Social class: upper lower, working class or higher – Lifestyle: youths, elderly, household, adults – Age: 20 or more – Age: 18-55 – Education: some high school or higher Social class: middle class or higher Cryptographic – Young, mature – Active people – Enthusiastic, impulsive – Trendy, fun loving – Elderly, passive people who might change their preference base on the value of products Self-interest oriented – Self-sufficient – Fun loving – Impulsive – Passionate to seek for variety and excitement – Sport and outdoor oriented – Successful – Goal oriented – Seek for functionality and value in product Sophisticated – Niche-oriented products Behavioral – usage rate: light to medium – Behavioral occasion: Impulsive buying, special occasion – usage rate: light to medium – usage rate: medium to heavy Behavioral occasion. Impulsive buying, special occasion, regular occasion, frequent buying 4. 2 Major Target market Whey is targeting sporty, athletes and health-conscious groups in Berlin or the first and second year. The target groups are interested in benefit- based product and Whey protein ice cream presents a significant health value to them. Whey can provide the amount of protein for sport and outdoor-oriented people to retain body shape and performances. The ice cream labels as no sugar and natural that it allows the health conscious people to enjoy as a treat. The functionality of the product will assist Whey to penetrate the niche markets and obtain brand awareness. 4. Potential customers Whey protein ice cream is conducive to overall health for containing rotten, no sugar, low carbohydrates and fat. The value of the product is beyond the enhancement of athletic performances that it is also ideal for weight management and diabetic friendly. The public is attaching importance to personal health and the functionality and value of the product can be vulnerable to mass population, especially obesity and diabetes. Apart from the nutrition, product usage is convenient and easy to dispose after consumption. On account of potential market is enormous, Whey will sequentially target on population with obesity and diabetes follow by the rest Of mass population once the major target market has been penetrated. 4. Positioning Whey)des value proposition is natural and tasty ice cream with significant health benefits. The company has developed an effective brand mantra “ the ice cream that loves you back” that it captures the core brand promise, clearly defined the category of the business and easy to remember by customers. The competitive brand position for Whey is innovative product, nutritious and tenderness on service. The product is distinctive and superior to relevant competitors by differentiating itself on ingredients and health value. The company conveys the brand commitment and maintains the brand association with customers by joining diverse events and giving out samples.