Business Case Analysis: Ice Cream Industry
Budget: ₹600 – ₹1,500 INR
To solve a business case study.
BACKGROUND:
We are Premium Brand (H) in Ice Cream Category and our presence is largely in Cups, Sticks & Tubs. The leadership team would like to review the sales of their Brand H during the last 3 years in Australia & France. Ice cream category is very price sensitive and its highly volatile market as demand shifts based on consumers taste, preference, availability & affordability. The Brand team would like to draw the learnings from previous year's and would like rework on their strategy for the upcoming year. (excel attached)
Markets: Australia (AU) & France (FR)
AU Retailer: Grocery Channel, Woolworth, Coles & Metcash
FR Retailer: Grocery Channel, Carrefour, Cora & Casino Supermarket
Questions from Brand Team:
What are the factors influencing the category growth/decline?
What formats are driving the Category growth decline? Is there any change in preference of format over the years?
Is brand H gaining or losing share in Ice Cream Category? In which retailer are they gaining/losing share?
Suggest any opportunities or recommendations that you find for Brand H? What do we need to do to fix/improve share gains in coming year?
Are there any specific consumer behavior trend in these countries that drive the Category/Brand sales?
Product Hierarchy
Ice Cream Category
Brand : H, B, M & PL (Private Label)
Format: Cups, Sticks & Tubs/pints
Final Deliverable:
End deliverable is a comprehensive deck /presentation to provide the findings and key recommendations to the brand team.
Do include secondary data to support your recommendation or hypothesis
BACKGROUND:
We are Premium Brand (H) in Ice Cream Category and our presence is largely in Cups, Sticks & Tubs. The leadership team would like to review the sales of their Brand H during the last 3 years in Australia & France. Ice cream category is very price sensitive and its highly volatile market as demand shifts based on consumers taste, preference, availability & affordability. The Brand team would like to draw the learnings from previous year's and would like rework on their strategy for the upcoming year. (excel attached)
Markets: Australia (AU) & France (FR)
AU Retailer: Grocery Channel, Woolworth, Coles & Metcash
FR Retailer: Grocery Channel, Carrefour, Cora & Casino Supermarket
Questions from Brand Team:
What are the factors influencing the category growth/decline?
What formats are driving the Category growth decline? Is there any change in preference of format over the years?
Is brand H gaining or losing share in Ice Cream Category? In which retailer are they gaining/losing share?
Suggest any opportunities or recommendations that you find for Brand H? What do we need to do to fix/improve share gains in coming year?
Are there any specific consumer behavior trend in these countries that drive the Category/Brand sales?
Product Hierarchy
Ice Cream Category
Brand : H, B, M & PL (Private Label)
Format: Cups, Sticks & Tubs/pints
Final Deliverable:
End deliverable is a comprehensive deck /presentation to provide the findings and key recommendations to the brand team.
Do include secondary data to support your recommendation or hypothesis