And partners brand values peters ice cream

1. Introduction:

In the previous paper, we have discussed Market Environment Analysis where we have covered the micro-environment as well as the macro-environment. The micro-environment analysis referred to the strength and weaknesses of the peters ice cream, while the macro-environment analysis referred to the study of demographic, economic, cultural, natural, political, and technological aspects that have helped in finding out the threats and opportunities available in the market. With the help of SWOT, analysis micro-environment have analyzed. In this paper, we will continue the previous paper to develop the marketing plan for the peters ice cream which is one of Australia’s favorite ice cream and a true Australian icon.

2. To increase the revenue

3. To sell the product globally

2. Core Brand Values (Peters Ice Cream, 2021):

The culture of Peters’s Ice Cream is all about the commitment to the health and safety of their people, to the values, to the principle of respect. They provide their employees a safe workplace and promote their health and well-being. The company has built on the foundation of innovation and is continuing that forward-thinking spirit by inventing new ways of delivering the ice cream of Australians using the latest technologies, with their imagination, innovation. The company core values include Entrepreneurial, Consumer-Focused, Performance, Teamwork, Accountability & Quality.

3. They make products only for the Australian people as per their tastes rather than the common which can be known globally.

4. Lack of use of automation in the production process

Demographic Segmentation: Segmentation based on Gender, Age Group, Income, Marital Status, Occupation.

Psychographic segmentation: Segmentation based on the individual’s lifestyles, personality, values, attitude, and interests.

• Market segmentation of the peters ice cream products:

1. Positioning:

The company needs to plan the position on what position the company wants to achieve in the targeted customer's mind. The brand name of the company must be positioned in the way that whenever they hear the brand name the first thing positioned in their mind is the brand name. As the company has already left the stamp of the brand name of the company in Australian's minds but it's necessary to understand the young consumer's value differences which are providing the advantage to the one who is positioned at that level. As the company is planning to expand its business globally so it's been difficult to position at that level where already competitors have built on the position, so the company first need to identify the consumer value differences globally and also use various types of advertising media to showcase about their companies and products. So that the consumers can get aware of their products. The company must use the marketing mix strategy to sell their products and various media platform for advertising their products.

3. Place: The distribution by which the product is available to its consumers.

4. Promotion: The process or media by which a company can communicate the product’s features and its uniqueness and its benefits to their consumers and make convince the consumers to purchase the product.

2. Price: Discounts, price list, payment method

3. Place: channels, coverage, locations, transportation, inventory

2. Unilever Australia (18.8%)

3. Narco Co-op (10.2%)

Core benefit adds customer value by fulfilling its demand and satisfies customer satisfaction. As peters ice cream made ice creams as per their customer's tasks and with a large option to chose facility which satisfies the consumers.

2. Actual product:

2. • vegan & plant-based ice cream

   • Gluten-Free icecream

4. Services – Take home, 5L Scoop, Home Delivery

3. Augmented product: At this level of the product all the levels of the product get completed, it believes in offering additional consumer services and benefits. In this case, the company peters ice cream provides the most convenient solution for an impulsive category. It also provides services to those who want to treat and share at home. They offer the peter tubs and multipacks to have the ice creams in the freezers. I would recommend focusing on the augmented phase to provide add-on services to get in touch with their customers.

2. Gluten-free

3. Lactose-free

2. Drumstick

3. Dixie Cup

8. Cadbury

9. Milky Bar

14. Milo

15. Proud & Punch

The price strategy must be based on the product itself, the competitive environment, customer demand, and the variety of products the company is offering. There is three price strategy which includes (The MArketing mix, 2021):

• Cost-based strategy: In this strategy, the production cost is taken with a certain profit percentage which results in the product’s price.

Distribution is the process of making the products available for its consumers and is one of the four elements of the marketing mix. There are three common distribution strategies which are discussed below:

• Intensive distribution

Under this distribution strategy, the products get distributed across a small number of retail outlets. As the company needs to expand globally they need to make more products as per the geographical tastes. As they have the Australian tastes products but will work on other geographical areas.

Distribution channel (LearnMarketing, 2021):

Indirect channels involve the distribution through the intermediaries or the third party. Example: The manufacturer sells to the wholesaler and then the whole seller sells to the retailer.

In this case, the company must use the indirect distribution channel to sell their products through different retailers as it also covers large areas and also it sells globally by using this distribution channel. It goes from the producer of the company to the retailers and then to the customers.

Multiple channels: In this channel, the company has several intermediaries to sell their products to customers.

1. Promotion:

• Advertising and mass media promotion

• Word of mouth referrals

• Direct selling to consumers

• Negotiate with the retailers.

• Advertising (McNamara, 2021):

Advertising is used by the company to make the targeted customers aware of the product. This strategy is for only creating awareness of the product. The advertisement of the product is done through email, banner, ads, etc. In the case of the company peters, ice-cream advertising is necessary to create awareness about their new products, the organic products so that the awareness can go across the globe and people get aware by the ice cream.

• Conclusion:

Peters Ice Cream is the subsidiary company of Froneri International and has been in business since 1907. The company holds the highest market share among its competitors in the Australian Ice Cream Industry. This marketing plan will help in meeting the objectives of the company. The marketing strategy will help in achieving the various customers to a large level and to develop the company among the different players. This will help the company to develop a winning strategy that intends to introduce a new product or expand its business/markets.

Jacqueline, & Atorina. (2019). Multi-Channel vs Single Channel Marketing - Global Marketing Professor. Global Marketing Professor. Retrieved 31 March 2021, from https://globalmarketingprofessor.com/multi-channel-vs-single-channel-marketing/#:~:text=What%20is%20the%20difference%3F,than%20one%20channel%20is%20used.

LearnMarketing. (2021). Marketing Mix Place And Distribution Strategies. Learnmarketing.net. Retrieved 31 March 2021, from https://www.learnmarketing.net/Place.htm.

Peters ice cream. (2021). Our Products - Peters Ice Cream. Peters Ice Cream. Retrieved 17 March 2021, from https://www.peters.com.au/products/

Reeves, M. (2020, July). Ice Cream Manufacturing in Australia (No. C1132). IBISWorld. https://my-ibisworld-com.ezproxy.laureate.net.au/au/en/industry/c1132/majorcompanies