Activity 1: Rebecca’s dairy
Rebecca’s dairy is an organic dairy farm established over 60 years ago in Cornwall, the business
intends to diversify its product range to sustain itself, and Rebecca’s dairy is facing financial
difficulties due to price wars and restricted milk quotas from supermarkets and increased
competition in the milk production industry.
Rebecca’s dairy has an overall aim of increasing revenue, which is attainable by diversifying and
increasing brand awareness. Rebecca’s dairy primary source of income is from milk production,
however due to falling milk prices, high requirements from supermarkets and increased competition
the dairy has been facing financial difficulties. To compensate for lost sales it intend to use 20% of its
production for ice cream as the market growth in that industry is increasing rapidly.
Firstly, the dairy will have to produce luxury ice cream, as the category is increasing in growth rapidly
compared to low-calories or unique flavoured ice creams. Furthermore, producing luxury ice creams
can mean the dairy will have a right to charge high prices due to their 60-year experience and high
quality clotted milk.
Then the dairy will have to increase brand awareness the dairy will need to use AIDA to create an
intriguing and exciting marketing campaign. Rebecca’s can design a packaging with a Cornish cow in
a green field eating an ice cream with Cornwall and the dairy in the background. Furthermore, it can
have slogan that will imprint the name Rebecca’s in the customers head, example- “It’s good, must
be Rebecca’s”, this can mean that if an ice cream tastes delicious it can only be produced by
Rebecca’s as it’s the only dairy able to make premium products.
Ice cream market report and competitors:
The total volume of ice cream sold in the UK in2020 is estimated to be over 336 million litres.
Despite concerns of obesity, Mintel expects UK ice cream sales to hit nearly £1.5bn in 2021, analysis
found that non-dairy alternatives make-up 14% of new product launches in the UK. High profile
brands have also produced new products such as the vegan Magnum by Uniliever.
The market is dominated by three main brands Magnum, Ben & Jerry’s and Haagen-Dazs.
Brand Value Change in %
Magnum £192m +11.8%
Ben & Jerry’s £106.6m -2.0%
Haagen-Dazs £80.8m +20.7%
Magnum, Ben & Jerrys and Haagen-Daz are for creating organic and luxury ice creams and charge
high prices for 500ml tubs. Rebecca’s should stress that the dairy is local and traditional to Cornwall
and that all their ingredients are manufactured in their dairy farm customers may feel a sense of
community and purchase from Rebecca’s instead of large businesses.
Ice cream types:
Ice cream types Change in value
Luxury ice cream £132.9m (+£17m)
Chocolate snacks ice cream £237.7m (+7.7m)
Individual ice cream £15.8m (-£6.9m)
Premium ice cream £171.5m (-£3.9m)
, Rebecca’s dairy should produce luxury ice creams due to their rapidly rising value, and because
Rebecca’s is organic farm with 60 years’ experience it can stress that fact that it can create quality
cream with healthy ingredients that don’t contain any harmful additives. This will attract consumers
are majority of the general public are becoming conscious about healthy eating and willing to pay
more for a quality product.
Marketing aims and objectives:
- Diversifying Rebecca’s dairy by developing new artisan ice cream products in a variety of
flavours because the business has decreasing milk prices and restricted milk quotas from
supermarkets.
- To increase brand awareness and gain 30% of the ice cream market in Cornwall within 12
months of campaign launch.
- To get 50% of tourists to sample the new products in before campaign launch in the Easter
holidays. This is crucial to understand customers wants and needs, and develop the products
perfectly before mass campaign release.
Target market:
Tourists- Cornwall has various historical and green area, the Eden project in Cornwall has attracted
over a million-day trippers in 2018 alone followed by the lost Gardens of Heligan with over 400,000
visitors. Tourists are likely to spend high amounts of money on indulgence and Rebecca’s dairy can
gain revenue from this alone during.
Age- Rebecca’s should target individuals from the ages 16-30 because a report by the BBC states that
22% of 16-24-year olds eat ice cream regularly consume 500ml tubs. Artisan and dairy-free ice
creams are increasing within the 16-24 age range as more than a quarter reduced their dairy intake
due to health and ethical reasons concerning animal welfare and their diet intake, furthermore than
50% of people between the ages of 18-24 in the UK have tried plant-based diets and this suggests
that this is an increasing trend that will be normal and Rebecca’s should capitalise on its popularity
before it become mainstream.
Gender: Rebecca’s will target both genders due ice cream being popular with both genders and in a
report by Grocer states that 58% of UK’s young men (16-24) typically consume ice cream one a week
or in the spring and summer months, compared to just 46% of women of the same age.
Field research is research conducted first hand through survey by a business, it is specific and related
to the business, majority of statistics presented are field researches conducted by the ice-cream
association but it doesn’t necessarily relate to Rebecca’s. The research is reliable because the
research conducted are conducted by the ice-cream alliance, which is the biggest frozen desert
tradeshow in the UK and information released by them is used by large supermarkets and well
known brands from Tesco to Asda.
Majority of age and gender data has been collected through desk research, which is date collected
by public survey polls, i.e. YouGov, Satistica and news articles such as the guardian. The data is
reliable as the articles range from 6-2 years and were all collected in the UK.
Rebecca’s dairy is an organic dairy farm established over 60 years ago in Cornwall, the business
intends to diversify its product range to sustain itself, and Rebecca’s dairy is facing financial
difficulties due to price wars and restricted milk quotas from supermarkets and increased
competition in the milk production industry.
Rebecca’s dairy has an overall aim of increasing revenue, which is attainable by diversifying and
increasing brand awareness. Rebecca’s dairy primary source of income is from milk production,
however due to falling milk prices, high requirements from supermarkets and increased competition
the dairy has been facing financial difficulties. To compensate for lost sales it intend to use 20% of its
production for ice cream as the market growth in that industry is increasing rapidly.
Firstly, the dairy will have to produce luxury ice cream, as the category is increasing in growth rapidly
compared to low-calories or unique flavoured ice creams. Furthermore, producing luxury ice creams
can mean the dairy will have a right to charge high prices due to their 60-year experience and high
quality clotted milk.
Then the dairy will have to increase brand awareness the dairy will need to use AIDA to create an
intriguing and exciting marketing campaign. Rebecca’s can design a packaging with a Cornish cow in
a green field eating an ice cream with Cornwall and the dairy in the background. Furthermore, it can
have slogan that will imprint the name Rebecca’s in the customers head, example- “It’s good, must
be Rebecca’s”, this can mean that if an ice cream tastes delicious it can only be produced by
Rebecca’s as it’s the only dairy able to make premium products.
Ice cream market report and competitors:
The total volume of ice cream sold in the UK in2020 is estimated to be over 336 million litres.
Despite concerns of obesity, Mintel expects UK ice cream sales to hit nearly £1.5bn in 2021, analysis
found that non-dairy alternatives make-up 14% of new product launches in the UK. High profile
brands have also produced new products such as the vegan Magnum by Uniliever.
The market is dominated by three main brands Magnum, Ben & Jerry’s and Haagen-Dazs.
Brand Value Change in %
Magnum £192m +11.8%
Ben & Jerry’s £106.6m -2.0%
Haagen-Dazs £80.8m +20.7%
Magnum, Ben & Jerrys and Haagen-Daz are for creating organic and luxury ice creams and charge
high prices for 500ml tubs. Rebecca’s should stress that the dairy is local and traditional to Cornwall
and that all their ingredients are manufactured in their dairy farm customers may feel a sense of
community and purchase from Rebecca’s instead of large businesses.
Ice cream types:
Ice cream types Change in value
Luxury ice cream £132.9m (+£17m)
Chocolate snacks ice cream £237.7m (+7.7m)
Individual ice cream £15.8m (-£6.9m)
Premium ice cream £171.5m (-£3.9m)
, Rebecca’s dairy should produce luxury ice creams due to their rapidly rising value, and because
Rebecca’s is organic farm with 60 years’ experience it can stress that fact that it can create quality
cream with healthy ingredients that don’t contain any harmful additives. This will attract consumers
are majority of the general public are becoming conscious about healthy eating and willing to pay
more for a quality product.
Marketing aims and objectives:
- Diversifying Rebecca’s dairy by developing new artisan ice cream products in a variety of
flavours because the business has decreasing milk prices and restricted milk quotas from
supermarkets.
- To increase brand awareness and gain 30% of the ice cream market in Cornwall within 12
months of campaign launch.
- To get 50% of tourists to sample the new products in before campaign launch in the Easter
holidays. This is crucial to understand customers wants and needs, and develop the products
perfectly before mass campaign release.
Target market:
Tourists- Cornwall has various historical and green area, the Eden project in Cornwall has attracted
over a million-day trippers in 2018 alone followed by the lost Gardens of Heligan with over 400,000
visitors. Tourists are likely to spend high amounts of money on indulgence and Rebecca’s dairy can
gain revenue from this alone during.
Age- Rebecca’s should target individuals from the ages 16-30 because a report by the BBC states that
22% of 16-24-year olds eat ice cream regularly consume 500ml tubs. Artisan and dairy-free ice
creams are increasing within the 16-24 age range as more than a quarter reduced their dairy intake
due to health and ethical reasons concerning animal welfare and their diet intake, furthermore than
50% of people between the ages of 18-24 in the UK have tried plant-based diets and this suggests
that this is an increasing trend that will be normal and Rebecca’s should capitalise on its popularity
before it become mainstream.
Gender: Rebecca’s will target both genders due ice cream being popular with both genders and in a
report by Grocer states that 58% of UK’s young men (16-24) typically consume ice cream one a week
or in the spring and summer months, compared to just 46% of women of the same age.
Field research is research conducted first hand through survey by a business, it is specific and related
to the business, majority of statistics presented are field researches conducted by the ice-cream
association but it doesn’t necessarily relate to Rebecca’s. The research is reliable because the
research conducted are conducted by the ice-cream alliance, which is the biggest frozen desert
tradeshow in the UK and information released by them is used by large supermarkets and well
known brands from Tesco to Asda.
Majority of age and gender data has been collected through desk research, which is date collected
by public survey polls, i.e. YouGov, Satistica and news articles such as the guardian. The data is
reliable as the articles range from 6-2 years and were all collected in the UK.
