REBECCA’S DAIRY
Rebecca’s diary is operating 60 years it is offering organic dairy farm, it is a well-known company
specifically known for clotten cream. The company is based in Cornwall, there are many tourists
during summer time visiting the place. The business is currently planning to diversify into the making
of arctician ice cream, as the business is financial unstable it is planning to offer new products.
AIMS AND OBJECTIVES
get 60% of tourists to try the ice cream, to get feedback about the product from them and
understand what are the demands and needs.
Raise brand awareness by 40% in Cornwall within 9 months.
Offer free testing to introduce the new product to get feedback in what needs to be changed
or added. The company could hold some events in summer time to make customers try their
product.
TARGET MARKET
Ice cream is a favourite dessert among people of all ages, from 6 to 70. Rebecca's Dairy sells luxury
ice cream. Because children are not interested in eating luxury ice cream the parents will go for a
cheaper option. The company should consider targeting teenagers and young adults, whose lifestyle
is very important to them. The business should target people between the ages of 18 and 27, as they
are the most interested in purchasing luxury food.
Families, children, teenagers and students.
Tourist in holidays (Cornwall).
Local customers.
A BBC report has stated that dairy intake has reduced for 18-27-year olds due to health and ethical
reasons. The company could offer lactose and dairy free ice creams to its customers. Many people
like to eat dairy free ice cream as it is a better option in terms of health, the business could replace
dairy with coconut and almond milk.
MARKETING SEGMENTATION
Demographic – Rebecca’s dairy is targeting people of all ages and genders, the business main target
market is 18 – 27 years old, who enjoys eating ice cream.
Geographic – Rebecca’s dairy is a farm located in Cornwall.
Behavioural – Children mostly like to eat colourful looking ice-creams, which have different shapes
such as animal shape ice cream.
MARKET TRENDS AND STRUCTURE
The market structure of ice cream market is growing from the past 5 years by 20% and now it is
worth £1.1bn.
People in the UK who buy ice cream sticks by 51%, 49% buy tubs, 35% love to eat cone and 25% of
people buy ice cream from vans. This suggest that cream sticks are trending and being consumed
from majority in the UK. Flavours such as chocolate, strawberries are liked by many, particularly
vanilla is the top flavour ice cream consumed by people in the UK.
, COMPETITORS
Rebecca’s dairy main competitors are ben & jerry’s and magnum. They are the business competitors
as they sell the same product which is ice cream. The competitors are well known by people, and
many customers are loyal to them. Rebecca's Dairy is a newcomer to the ice cream business and not
many people know about their product launch, it will be tough for the company to outperform its
competition.
SWOT analyses
SWOT analysis is a tool that may be used both internally and externally to help a company identify
its strengths, weaknesses, opportunities, and threats. SWOT analyses are important for businesses
because they help them understand what they're doing well, what they could improve on, and how
to reduce risks.
STRENGHT internal WEAKNESS internal
o The dairy has continued to grow and o The company does not have muck
the business currently produces knowledge about ice cream as it never
450,000 litres of organic milk annually. made it before.
o Rebecca’s dairy has a good reputation o The business is not known for making
over 60 years. ice cream in the market.
o The UK’s ice cream market has grown
by 20% in the past five years and the
market is now worth £1.1bn.
OPPORTUNITIES external THREAT external
o Well known company for clotten o Competitors such as Magnum and Ben
cream. It could produce clotten cream & Jerry's, are a threat for Rebecca’s
ice cream. dairy as these competitors sell the
o Specialist ice cream outlets and shops same product and are already well-
are fast becoming a niche market and known for their ice cream for this
appearing in many places across the reason customers may remain loyal to
UK. them.
o The ice cream market has been growing o If other dairy farms want to enter the
20% in the past 5 years it is worth ice cream market, it could increase
1.1bn. competition for Rebecca’s dairy.
o While many people are only aware of a
handful of ice cream makers there are
over 1000 in the UK producing a wide
variety of flavours.
Rebecca’s diary is operating 60 years it is offering organic dairy farm, it is a well-known company
specifically known for clotten cream. The company is based in Cornwall, there are many tourists
during summer time visiting the place. The business is currently planning to diversify into the making
of arctician ice cream, as the business is financial unstable it is planning to offer new products.
AIMS AND OBJECTIVES
get 60% of tourists to try the ice cream, to get feedback about the product from them and
understand what are the demands and needs.
Raise brand awareness by 40% in Cornwall within 9 months.
Offer free testing to introduce the new product to get feedback in what needs to be changed
or added. The company could hold some events in summer time to make customers try their
product.
TARGET MARKET
Ice cream is a favourite dessert among people of all ages, from 6 to 70. Rebecca's Dairy sells luxury
ice cream. Because children are not interested in eating luxury ice cream the parents will go for a
cheaper option. The company should consider targeting teenagers and young adults, whose lifestyle
is very important to them. The business should target people between the ages of 18 and 27, as they
are the most interested in purchasing luxury food.
Families, children, teenagers and students.
Tourist in holidays (Cornwall).
Local customers.
A BBC report has stated that dairy intake has reduced for 18-27-year olds due to health and ethical
reasons. The company could offer lactose and dairy free ice creams to its customers. Many people
like to eat dairy free ice cream as it is a better option in terms of health, the business could replace
dairy with coconut and almond milk.
MARKETING SEGMENTATION
Demographic – Rebecca’s dairy is targeting people of all ages and genders, the business main target
market is 18 – 27 years old, who enjoys eating ice cream.
Geographic – Rebecca’s dairy is a farm located in Cornwall.
Behavioural – Children mostly like to eat colourful looking ice-creams, which have different shapes
such as animal shape ice cream.
MARKET TRENDS AND STRUCTURE
The market structure of ice cream market is growing from the past 5 years by 20% and now it is
worth £1.1bn.
People in the UK who buy ice cream sticks by 51%, 49% buy tubs, 35% love to eat cone and 25% of
people buy ice cream from vans. This suggest that cream sticks are trending and being consumed
from majority in the UK. Flavours such as chocolate, strawberries are liked by many, particularly
vanilla is the top flavour ice cream consumed by people in the UK.
, COMPETITORS
Rebecca’s dairy main competitors are ben & jerry’s and magnum. They are the business competitors
as they sell the same product which is ice cream. The competitors are well known by people, and
many customers are loyal to them. Rebecca's Dairy is a newcomer to the ice cream business and not
many people know about their product launch, it will be tough for the company to outperform its
competition.
SWOT analyses
SWOT analysis is a tool that may be used both internally and externally to help a company identify
its strengths, weaknesses, opportunities, and threats. SWOT analyses are important for businesses
because they help them understand what they're doing well, what they could improve on, and how
to reduce risks.
STRENGHT internal WEAKNESS internal
o The dairy has continued to grow and o The company does not have muck
the business currently produces knowledge about ice cream as it never
450,000 litres of organic milk annually. made it before.
o Rebecca’s dairy has a good reputation o The business is not known for making
over 60 years. ice cream in the market.
o The UK’s ice cream market has grown
by 20% in the past five years and the
market is now worth £1.1bn.
OPPORTUNITIES external THREAT external
o Well known company for clotten o Competitors such as Magnum and Ben
cream. It could produce clotten cream & Jerry's, are a threat for Rebecca’s
ice cream. dairy as these competitors sell the
o Specialist ice cream outlets and shops same product and are already well-
are fast becoming a niche market and known for their ice cream for this
appearing in many places across the reason customers may remain loyal to
UK. them.
o The ice cream market has been growing o If other dairy farms want to enter the
20% in the past 5 years it is worth ice cream market, it could increase
1.1bn. competition for Rebecca’s dairy.
o While many people are only aware of a
handful of ice cream makers there are
over 1000 in the UK producing a wide
variety of flavours.
