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Whey Hey Marketing Opportunity Analysis

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Whey Hey Marketing Opportunity Analysis
Table of Contents
1.0 Country Analysis 4
1.1 Hofstede Cultural Dimensions 4
1.2 PEST Analysis 4
i. Political 4 ii. Economic 4 iii. Social 5 iv. Technological 5
2.0 Industry Analysis 5
2.1 Porter´s Five Forces Analysis 5
i. Threat of new entrants 6 ii. Threat of substitute products 6 iii. Bargaining Power of Buyer's 7 iv. Bargaining Power of Suppliers 7
2.2 Competitive Analysis 8
3.0 Company Analysis 9
3.1 WheyHey Analysis 9
3.2 SWOT Analysis 10
4.0 Key Issues Entering market 11
4.1 Segmentation 11
4.2 Major Target market 12
4.3 Potential customers 13
4.4 Positioning 13
4.5 Differentiation strategies 14
5.0 Marketing Objectives and Communication Objectives 14
6.0 Marketing Mix 15
6.1 Product 15
6.2 Pricing 16
6.3 Place 18
6.4 Promotion 19
7.0 Financial Plan 21
8.0 Entry Mode 22
9.0 Key Trends in the Next 5 Years 22
9.1 Continued Growth of Health and Wellness 22
9.2 Rise on Obesity 23
9.3 Future Prospect on Organic Food Product 23
9.4 Opportunity for Food Supplement 23
9.5 Eco-Trend 24
10. 0 Recommendations 24
11. 0 References 25

Executive Summary

This report commissions to examine the suitability of Wheyhey protein ice cream’s expansion to Germany. Wheyhey protein ice cream origin in UK and its popularity is reflected by the significant growth in sales. It is an innovative product that it differentiates itself from others with the feature of high nutrition value. With its success in UK, the product is believed to have a great potential to enter Germany ice cream market.

The report draws attention to analyse Germany’s attractiveness, the actuality of ice cream industry, the brand positioning and the strategies to penetrate German market. With profiling on industry and company capacities, it reveals the product is suitable for different groups. The protein ice cream is aiming to sequentially penetrate the niche-markets, mass population with health issues and mass population for regular consumption. Further research reveals the limitation of the report


References: ANALYTICS, K. 2014. Global Nutrition Supplement Market Report: 2014 Edition. Market Research 76. ANONYMOUS. 2014a. Groups in the negotiations [Online]. World Trade Organisation. Available: http://www.wto.org/english/tratop_e/dda_e/negotiating_groups_e.htm#grp021 [Accessed 01 October 2014]. BUREAU, I. M. 2010. Germany 's Health and Environmental Trends. Vancuver: Agriculture and Agri-Food Canada. CHOWDHURY, R. 2014. Wheyhey, healthy ice cream! Interview with co founder Greg Duggan. Available: http://yhponline.com/2014/02/22/wheyhey-greg-duggan/ [Accessed 01 October, 2014]. ECOFRIENDLY AGENDA. (2011, August 21). Retrieved October 14, 2014, from DNVBA: http://www.dnvba.com/afr-en/information-resources/news/Pages/eco-friendly-packaging-on-the-agenda.aspx EUROMONITORINTERNATIONAL FOOD, M. 2014. Wheyhey Ice Cream. Muscle Food. GMBH, P. 2014. Prolupin Products. Prolupin. HARRISON, A.-R. 2014. A Global Look at Supplements on the rise [Online]. Available: http://www.nutraingredients.com/Industry/A-global-look-at-supplements-on-the-rise [Accessed 22 August 2014]. IHRSA. 2014. Top 10 Global Marketers [Online]. Available: http://download.taiwantradeshows.com.tw/2014/taispo/download/Jay_Ablondi.pdf [Accessed 22 August 2014]. INNOVATION, T. G. (2011, August 17). Innovation Germany. Retrieved October 9, 2014, from German Innovation: http://www.germaninnovation.org/shared/content/documents/17_Issue_Ennovation_Germany-August_2011.pdf KOTABE, M MUSCLEFOOD M. (2014, October 5). Wheyhey Ice Cream. Retrieved October 9, 2014, from Muscle Food: http://www.musclefood.com/dairy-products-2/chocolate-wheyhey-ice-cream-3-x-500ml.html ONLINE, S QUICK, D. 2011. Dairy-Free Ice Cream. Gixzmag. RESEARCH, E. 2014. Health and Wellness in Germany. Euromonitor. SPIEGEL (2007, April 19). Germans Are Fattest People in Europe. Retrieved October 13, 2014, from Spiegel: http://www.spiegel.de/international/europe/new-obesity-rankings-germans-are-fattest-people-in-europe-study-shows-a-478303.html SCHOLVIEN, R THEHOFSTEDECENTRE. 2014. Country Comparison: United Kingdom in comparison with Germany [Online]. Available: http://geert-hofstede.com/united-kingdom.html [Accessed 22 August 2014]. WHEYHEY. 2013a. Science of WheyHey Protein Icecream [Online]. Available: http://www.wheyhey.co.uk/the-science-of-wheyhey-protein-icecream [Accessed 22 August 2014]. WHEYHEY. 2013b. Whey Hey The Protein Ice Cream [Online]. Available: http://www.wheyhey.co.uk/ [Accessed 22 August 2014]. ZENTRUM, D. 2011. Diabetes Statistic in Germany. Deutsches Zentrum. (TheHofstedeCentre, 2014) Appendix B 55-64 years: 11.5% (male 3,621,110/female 3,702,717)  65 years and over: 17.5% (male 4,990,024/female 6,182,114) (2014 est.) 65 years and over: 21.1% (male 7,468,552/female 9,659,265) (2014 est.) Languages Major cities - population LONDON (capital) 9.005 million; Birmingham 2.272 million; Manchester 2.213 million; West Yorkshire 1.625 million; Glasgow 1.137 million; Newcastle upon Tyne 874,000 (2011) BERLIN (capital) 3.462 million; Hamburg 1.796 million; Munich 1.364 million; Cologne 1.006 million (2011) Government
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