Swinburne Online MKT10007 Melissa Wone 101067844 Assignment 2A Melissa Wone 101067844 Swinburne Online Teaching Period 3, 2020 MKT10007 Fundamentals of Marketing Assignment 2A: Brand analysis Due date: 28 December 2020 Date submitted: 30 December 2020 Word count: 1400 words
Swinburne Online MKT10007 Melissa Wone 101067844 Assignment 2A Table of contents 1.0 Introduction. 3 2.0 Summary of the brand. 3 2.1 Market Overview 3 2.2 Marketing Mix. 4 2.2.1 Product 4 2.2.2 Price. 5 2.2.3 Place 5 2.2.4 Promotion 5 3.0 Analysis of micro and macro environmental factors 6 3.1 The Microenvironment. 6 3.1.1 Customers. 6 3.1.2 Suppliers 6 3.2 The Macro Environment 6 3.2.1 The Macro Environment. 6 3.2.2 Socio- Cultural 6 3.2.3 Economic. 7 4.0 Positioning map. 8 5.0 A persona of a target consumer. 9 6.0 Triggering need recognition. 11 7.0 Conclusion 11 8.0 Referencing 12
Melissa Wone 101067844 Assignment 2A Swinburne Online MKT10007 1.0 Introduction This Brand analysis report will assess the market position of Golden Gayttime Ice-cream within the Australian Market. It is an Australian classic that has a cult following. Each brand contributes to the overall success of the company. A marketing intelligence analysis will define the present standing of this product and how it effectively impacts the consumer. 2.0 Summary of the brand 2.1 Market Overview Figure 1 Golden Gaytime Golden Gaytime ice-cream by Streets was released in 1957. It is ranked the most iconic ice-cream of all time (Pobjie, B 2020). Streets ice-cream is owned by Unilever Australia Group PTY LTD has the third largest market share exceeding 50% in 2005 (Ibis World, 2020 & Marketing Week, 2007). The two front runners are Riviera Holding and Regal Cream (Ibis World, 2020). Figure 2 Market share of Ice-cream in Australia 2019 Market Share Bulla Supermarket Brands Connessiuer Peters Weiss Streets Source: (Statista, 2020) On average the Ice-cream market grows about 4.3% from 20115-2020 (Ibis World, 2020). The industry is predicted to keep growing in the next 5 years (2025) by producing premium take-home products to capture larger market shares. Manufacturers typically sell 70% annually on impulse markets and 55% through Supermarkets (Mitchell, S 1999). The industry grosses $1 billion annually. The category includes gelato, sorbet, yoghurt, and ice confectionary but are facing fierce competition form vegan/friendly soy or coconut-based products to cater for niche markets with healthier options.