Ice Cream Essay

According to grocery store research conductedin 1996, 80% of Philippine consumers bought on impulse (they bought only upon passing an frappe selection brand or scooping station, but without an intention to subvert first) 98% ate chicken feed slam dance was an afternoon snack. Furthermore, studies showed that per capita consumption of frost cream was less than a forth of a gallon per person per year. In 1992, it stood at 0. 23 gallons per person and dec maked to 0. 20 in 1993. On average, domestic nut case cream market was 13. 8 million gallons from 1991-1993, worth estimated p 2. 5-3 billion per annum. wad scratch cream comprised 86% of the industry sales while the placidity was accounted for by frozen novelties. Main competitors in this include San Miguel Corporations (SMC) Magnolia and RFMs Selecta. Magnolia Other trailing competitors are Universal Robina Corporations (URC) Presto, Arce Dairy Ice Cream, and unpolluted foods hare Island, as well as foreign brands like Baskin-Robbins ,Dreyers and Haagen-Dazs. Magnolia The pioneer crank cream brand in terms of flavour, quality control, variety, technology and diffusion produced by the merger of SMC and Nestle.It introduced the Flavor of the Month series that provided a Brobdingnagian variety of ice cream flavours to the consumer, with projected volumes of FoM ice cream interchange reaching over 28 million gallons. It pioneered the introduction of tropical harvest-tide flavours. It was the first to achieve International Standards Organization quality standards, and is the only Philippine ice cream brand that has expanded overseas. Magnolia is poised as the master(prenominal) competitor, as it aims to be at the forefront of the dairy industry.With increasing competition, MNC intends to necessitate its products available in neighborhood stores and major outlets introduce a feedback utensil that will help the corporation monitor the market and employ bleak approaches to selling. Currently, ma gnolia is the preferred choice of many five star hotels, fine dine restaurants, sports and country clubs and food chains.Presto this brand claims value for money, as part of the integrated philosophy of the Gokongweis, owners of JG summit corp. hich URC is part of, which is to make available value-for-money items for all its consumer-branded products, and as such has positioned its prices lower than Magnolia & Selecta. Presto excels in the frozen novelties market, as was demonstrated in their introduction of Tivoli standards, the first ice cream bar in the Philippines, a phenomenal success that had competitors challenge it with their own versions of ice cream bars. Presto currently nabing the number three position, is unconquerable to further widen its market share and catch up with the giants.Thus, the troupe is eyeing the possibility of plant capacity expansion and wider distribution network. It is also fit(p) to enhance its advertising campaigns and be very active in the confabulation field. Arce Dairy This ice cream brand was started in January 1995 and immediately got hold of a 5% market share. Its trademark was the use of carabao milk as base, comfortably within the 5-16% fatness content requirement to be called ice cream because carabao milk contains considerably more fat than cow milk (9. 65% as opposed to 4. 16%).Only the expensive ice cream (super deluxe and super special) of Arce contain carabao milk, and are priced at exalted than the rates of the competition, showing that Arces main strength is its appeal to the AB market where its products cost P3-5 more than its competitors products, and as its regular ice cream products are priced lower than its competitors by P3-5 which indicates its attempt to appeal to the CD markets tendency to want every peso to count. Coney Island 1976 sawing machine the entry of Coney Island in the topical anesthetic ice cream market.It introduced a new standard of creaminess thanks to its products high m ilk fat content, setting a standard for flavour richness back then. Purefoods acquired it in 1991 and increased its production capacity without having neglected the improvement of its quality. In line with Pure Foods rule of following the highest international standards, Coney Island tried to implement the zero-vegetable fat and at least 10 portion milk fat standard of US ice cream. It used high quality ingredients like Callebaut chocolate from Belgium for its top-of-the-line products such as the Premium Bar, Pure and Simple and Bugs Bunny Bar.It repositioned itself in the market in 1995 to improve local competitiveness. It marketed its products as Not Just Ordinary Ice Cream, back up by new flavours and packaging. Coney Island revised its product classification, and began categorizing its bulk ice cream as simply creamy, fruit and nuts, and cakes and pastries instead of the traditional bountifulness and super premium. This move was inspired by a study that showed that consumers buy ice cream on the basis of flavour concepts. hostile Brands Foreign include Haagen-Dazs, Dreyers Grand Ice Cream and Baskin-Robbins. Dreyers was the first to get across the local market.