group 3 arp
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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
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Objective
Overview
Competition profiling
Industry trends
Research methodology
Hypothesis
Probable research outcomes
Contents
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Analyzing the effect(s) of competitive marketing strategies of Ben and Jerry’s & Haagen-Dazs’
brand equity
Objective
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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
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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
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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
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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?
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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
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The marketing strategies employed substantially affect the brand equity
Aggressive competitive marketing strategies against each other
Hypothesis
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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
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Euro monitor report – Ice Cream in Singapore
EBSCO HOST – Ice-cream in Asia Pacific
References
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Thank You!