Marketing Management

The ice cream industry has seen a complete overhaul in the past few years and the changing consumer sensibilities are strongly pointing towards the transformation in the ice cream manufacturing styles. With the rise of veganism and changing consumer consciousness towards much healthier products ice cream producers have to come up with more and more innovative and relevant ideas to make sure that they are able to survive and thrive in this market. Gourmet style ice cream and high-quality frozen desserts are becoming getting popular as per latest trends because the consumer wants a healthier option.

The change in conversation has propelled masses worldwide to have a hard look at what they consume and like always it’s the desserts that get scrutinise the most. In order to not be categorized as the enemy ice cream producers need to do some thorough research so that they can come up with ways in which they can market their products. The sale of non-dairy or sugar free products is finding its own target consumer base that do not mind paying a little more if it means that they can enjoy their favourite desert guiltlessly.

Management Research problem: Lack of knowledge about evolving consumer tastes that require a thorough analysis of the current line of products being sold in the market.

Market research problem: Lack of idea about current consumer preferences and demands of different parts of the demographic.

Marketing research objective: to understand the changing dessert and ice cream needs of the demographic.

  • Exploration and introduction of new recipes of sorbet, gelato and frozen custard that’s finding a growing audience.
  • Venturing into marketing products through online retail and creating a more appealing public image through rebranding.
  • Analysis of the competitive landscape to understand how other companies are catering to the changing needs.

Collection of primary data about customer preferences and the flavours they like through observational research will help us create operational procedure that will capitalize on these findings and create a marketing campaign that can attract more customers.

The increasing level of consciousness regarding diet and fitness entails with a set of changed lifestyles. This means that companies that provide for these lifestyles also need to adapt as per changing times. Sugar free and dairy free components also have their own markets and ice cream and dessert companies have to keep that demographic in mind to deliver products that will help them stay and prosper in these dynamic markets.

Targeted behavioural marketing along with adoption of consumer specific marketing strategies is the most ideal way forward for ice cream companies as numerous distribution channels continuous market expansion will not only demand growth but also scope and reach that can only be facilitated of the producer knows what the consumer wants(Marshall 2012)

Segmentation of the non-dairy ice cream market on the basis of its source like Coconut Milk, Almond Milk, Cashew Milk and Soy Milk will help them predict the market trends.

Product innovation and the understanding of tastes along with flair is the way forward for ice cream companies as more and more consumers get more ideas and propensity to spend due to opening up of global markets, their demands increase. As more and more people travels, and the companies all over started creating gelatos and sorbets tastes are bound to get diversified which will require all ice cream producing companies to step their game up and create more flavours that are innovative enough to bear the brunt of this ever so dynamic market.

Reliable yet high quality operations that are flexible enough to keep its essence yet withstand the brunt of market forces will also be the immediate need of the hour in future as companies need to figure out their leverage and then play to their strengths while still beating the competition (Da silva et al 2014)

References for Fundamentals of Marketing Research

Kaven, W.H. and Call, D.L., 1967. Private-label marketing in the ice-cream industry. Journal of Marketing, 31(1), pp.35-38.

Marshall, R.T., Goff, H.D. and Hartel, R.W., 2012. Ice cream. Springer.

Ferreira, I.D.C., 2017. New challenges in the Artisanal Ice Cream Market: the marketing strategy to enhance Artisani’s Brand Awareness (Doctoral dissertation).

da Silva, V.M., Minim, V.P.R., Ferreira, M.A.M., de Paula Souza, P.H., da Silva Moraes, L.E. and Minim, L.A., 2014. Study of the perception of consumers in relation to different ice cream concepts. Food Quality and Preference, 36, pp.161-168.

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