GROUP 5: VEGGIE’S ICE CREAM

MARKETING ANALYSIS

Marketing Research

The demand of food industry in global is rapidly increases as years go on. Veggie’s ice cream
market research reports provide a comprehensive and extensive overview of the marketplace including
information on the ice cream market size and ice cream market share. Veggie’s ice cream industry
reports can help you gain further insight into the ice cream market trends and gain valuable ice cream
consumer data.

Marketing Segmentation

Veggie’s Ice Cream’s customers are divided into 3 classes:

 Small-scale Businesses
 Medium-scale Businesses
 Large-scale Businesses

Marketing Strategies

Veggie’s Ice Cream will do the following strategies to help our company grow.

 Seminars. The company may conduct seminars to know how to improve communication skills
that can be use in negotiating with clients. Seminars can also help us to gain expert knowledge,
networking with others and renewing motivation and confidence.
 Advertisements and Promotion. The company will provide brochure, and we will use the
influence of social media to help the customers find out what the company has to offer.
 Freebies. One of the factors that can help our company to become popular is by giving freebies.
Customers who receive free offers are likely to remember those gestures and associate it with
generosity. Consumers are more likely to buy once they have a good idea of what they are
spending their hard-earned money on.
 Networking. The company will build relationship to other businesses, and the community.
 Client Referral. Clients who experienced the service will become loyal customers and will refer
the company to their families, friends, classmates and etc.

Industry Analysis

Food industry comprises companies that operate by manufacturing, producing, packaging,

retailing and distribution of food products in various forms. The food industry has evolved greatly over
the past two decades thanks to technological advances, keeping pace with growing demand for
convenience foods. This sector calls for greater demand for packaging to ensure safe, fresh, easy-to-use
products. Demand for better quality foods and in greater quantity means the food industry drives
several other industries such as convenience stores, supermarkets, hypermarkets and gasoline outlets
with grocery sections. Supermarkets and hypermarkets represent the biggest market share in terms of
sales.

The global food retail sales generate over $4 trillion per year. The food industry encompasses
several categories of food including: dairy, seafood, eggs, fruit and vegetables, luxury foods, organic
GROUP 5: VEGGIE’S ICE CREAM

food, meat, packaged food, condiments, and cereal-based products. There is the spotlight on
sustainability efforts, but the focus has shifted toward food loss and waste.

According to MarketLine, the world fruit and vegetables market is predicted to reach in excess
of $736 billion by the end of 2015, which will record a massive 25% growth by the end of 2018.
Vegetables lead the segment at almost 64%. The Asia-Pacific region accounts for over 45% of the overall
market. Meat leads the segment at over 40% of overall market value. The EU holds close to 38% of the
market. Brazil Foods is the world leader in the frozen foods market, accounting for 5% of overall market
share. According to Global Industry Analysts, the world market for muscle food packaging, which
encompasses meat, seafood and poultry packaging, is expected to exceed $31 billion by 2017.
Technological advances, better packaging practices and packaging facilitating smaller portions are
fueling the market.

Laws Concerning Food Industry

Food Safety Act of 2013

The implementing rules and regulations of Republic Act No. 10611. “An act to strengthen the
food safety regulatory system in the country to protect consumer health and facilitate market access of
local foods and food products, and for other purposes “Otherwise known as the food safety act of 2013.

Intellectual Property Code of the Philippines (R.A 8293)

“The State recognizes that an effective intellectual and industrial property system is vital to the
development of domestic and creative activity, facilitates transfer of technology, attracts foreign
investment, and ensures market access for our products. It shall protect and secure the exclusive rights
of scientists, inventors, artists and other gifted citizens to their intellectual property and creations,
particularly when beneficial to the people, for such periods as provided in this Act.”

Major Companies in the Industry

According to the global media company which is the Forbes, Magnum is owned by British/Dutch
Unilever Company whose product are sold globally was the biggest ice cream brand of 2015 since it
recorded 2.54 billion dollars as it increased by 8% from 2014 and were projected to grow in the coming
years.

Customer Analysis

The company’s potential consumers are the vegetarians and people who wants to try new
flavors.

Small-scale business commonly has less than 100 customers, medium sized company’s
commonly have 100 to 999 customers and large enterprises have more than 1000 employees.

Demographic Information

The company’s clients are concentrated in the Central Luzon. Potential customers are
businesses are newly established and those who are in the corporate industry for a long time.
GROUP 5: VEGGIE’S ICE CREAM

Buying Criteria

Veggies Ice Cream encompasses marquees, logos, brochures, advertisement and packaging. O
Products and services are done in excellent manner to satisfy the target customer. The pricing of our
product is typically estimated based on capital cost. Clients will be ensured that they will get a unique
and good quality identity on our product.

Competitive Analysis

The competitors of Veggie’s Ice Cream are:

 Advertising companies. Companies inside this industry knows well how to compete in terms of
advertising and giving corporate identity. Those firms are doing original media in their
companies in the market.
 Our direct competitors which are the other companies that is offering products that are
essentially the same with our product.

SWOT Analysis

Strength

The strength of the company is on its employees, excellent service and valuable customers that
will stand out in the ice cream business industry.

Weakness

The weakness of the company is its start up. An ice cream that is made up of vegetable for its
flavor is not popular in the industry and the team must give the effort needed to gain reputation in the
industry.

Opportunities

The increasing level of the demand of this product is the opportunity of the company to
showcase its service to the market and to gain reputation and popularity.

Threat

The threat are the people behind the success of the company.