Ice Cream in India
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LLP International Consultancy
Exploration of the potential launching of new ice cream dessert in Indian market, targeting the children’s consumer
Research conducted on behalf of Dessert DIVA, worldwide ice cream Dessert Company
Lucia Pramukova Mobile: 07568 528 398 Email: i7715034@bournemouth.ac.uk * * * Children’s market is difficult to define globally, as there are different definitions of child (Appendix 1.1). There are different stages of development and learning the child goes through, which have common characteristics. (Rather A. R., 2010) (Appendix 1.2) I will focus on age group 0-14 years old. * McNeal, J. (1999) explains, that marketers are trying to develop and built brand awareness, preference and recognition from early age. 2-5 years olds demonstrate brand knowledge. (AEF, 2012) Brand preference exists before the purchase behavior does. * * Deep analysis was conducted to identify the key macro factors, which have influence on children’s market worldwide. The most important issues were identified and discussed in more detail and the full PESTLE analysis is included in appendix 2.1.
* The number of children is forecasted to decline worldwide due to falling family sizes (Euromonitor, 2011) (Appendix 2.2). Birth rate is very low in developed countries and is decreasing in developing countries (Haub, C., 2011). Asia Pacific, Africa and Middle East have the population with the highest percentage of children under 14 years (79,5% of the of the world’s children) but also relatively small spending per child. (Euromonitor International, 2010) The children are maturing much faster and the young population is on the decline in developed countries (Appendix 2.3)
LLP International Consultancy
Exploration of the potential launching of new ice cream dessert in Indian market, targeting the children’s consumer
Research conducted on behalf of Dessert DIVA, worldwide ice cream Dessert Company
Lucia Pramukova Mobile: 07568 528 398 Email: i7715034@bournemouth.ac.uk * * * Children’s market is difficult to define globally, as there are different definitions of child (Appendix 1.1). There are different stages of development and learning the child goes through, which have common characteristics. (Rather A. R., 2010) (Appendix 1.2) I will focus on age group 0-14 years old. * McNeal, J. (1999) explains, that marketers are trying to develop and built brand awareness, preference and recognition from early age. 2-5 years olds demonstrate brand knowledge. (AEF, 2012) Brand preference exists before the purchase behavior does. * * Deep analysis was conducted to identify the key macro factors, which have influence on children’s market worldwide. The most important issues were identified and discussed in more detail and the full PESTLE analysis is included in appendix 2.1.
* The number of children is forecasted to decline worldwide due to falling family sizes (Euromonitor, 2011) (Appendix 2.2). Birth rate is very low in developed countries and is decreasing in developing countries (Haub, C., 2011). Asia Pacific, Africa and Middle East have the population with the highest percentage of children under 14 years (79,5% of the of the world’s children) but also relatively small spending per child. (Euromonitor International, 2010) The children are maturing much faster and the young population is on the decline in developed countries (Appendix 2.3)
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