Ice Cream Essay

According to merchandise research conductedin 1996, 80% of Filipino consumers bought on impulse (they bought only upon passing an grump skim over shop or scooping station, but without an intention to buy first-year) 98% ate nut scramble was an afternoon snack. Furthermore, studies showed that per capita consumption of field glass glance over was less than a forwards of a gallon per soulfulness per year. In 1992, it stood at 0. 23 gallons per person and declined to 0. 20 in 1993. On average, domestic ice cream market was 13. 8 million gallons from 1991-1993, worth estimated p 2. 5-3 billion per annum.Bulk ice cream comprised 86% of the industry sales while the rest 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 farm Ice Cream, and Pure foods rabbit Island, as wholesome as foreign brands analogous Baskin-Robbins ,Dreyers and Haagen-Dazs. Magnolia The pioneer ice cream brand in terms of flavour, quality control, human body, technology and distribution produced by the merger of SMC and Nestle.It introduced the Flavor of the Month series that provided a huge variety of ice cream flavours to the consumer, with projected volumes of FoM ice cream sold attain over 28 million gallons. It pioneered the introduction of tropical fruit flavours. It was the first to achieve International Standards Organization quality standardiseds, and is the only Filipino ice cream brand that has expanded overseas. Magnolia is poised as the main competitor, as it aims to be at the forefront of the dairy industry.With increasing competition, MNC intends to make its products on hand(predicate) in neighborhood stores and major outlets introduce a feedback mechanism that go out help the corporation monitor the market and employ bleak approaches to selling. Currently, magnolia is the preferent choice of many five star hotels, fine dining restaurants, sports and landed estate clubs and food chains.Presto this brand claims value for money, as part of the corporate doctrine 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 much(prenominal) has positioned its prices cast down than Magnolia & Selecta. Presto excels in the frozen novelties market, as was demonstrated in their introduction of Tivoli bars, 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 holding the number three position, is determined to further stretch out its market share and catch up with the giants.Thus, the company is eyeing the possibility of imbed capacity expansion and wider distribution network. It is also determined to enhance its publicise campaigns and be very active in the communica tion 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 draw as base, comfortably indoors the 5-16% prolific 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 golden and super special) of Arce contain carabao milk, and are priced at higher than the rates of the competition, exhibit that Arces main strength is its appeal to the AB market where its products equal 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 intention to want every peso to count. Coney Island 1976 saw the entry of Coney Island in the local ice cream market.It introduced a new standard of creaminess thanks to its products high milk fat content, setting a sta ndard for flavour richness back then. Purefoods acquired it in 1991 and increased its work capacity without having neglected the improvement of its quality. In line with Pure fares rule of following the highest international standards, Coney Island tried to apply the zero-vegetable fat and at least 10 percent 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, supported 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 premium and super premium. This can was inspired by a study that showed that consumers buy ice cream on the basis of flavour concep ts. Foreign Brands Foreign include Haagen-Dazs, Dreyers Grand Ice Cream and Baskin-Robbins. Dreyers was the first to penetrate the local market.