Product Re-assessment

Product Re-assessment

About the product

The product pertains to dairy-based ice cream for diabetic Americans. Ice cream is a frozen dessert that is made up of milk or other dairy products. It has ample amount of sugar and other ingredients pertaining to fruits and flavors the global census reveals that ice cream is the most widely selling dessert across the globe, and it depicts consistent sales irrespective of the weather. Ice cream is sold throughout the globe, irrespective, of the season. In the United States, the average per capita consumption of ice-cream amounts to 48 pints, every year. It is the most favorite dessert of people across the globe.

Diabetes pertain to a disease pertains to a lifelong disease encompassing of higher amounts of sucrose in the human blood. In case of the United States, there are 30 million people suffering from diabetes. The mechanism of diabetes pertains to low or no levels of insulin present in the body, the function of insulin is to control the amount of sugar in the blood. The disease is caused by lack of insulin in the body, or the lacking of the response of body cells to the insulin. In both the cases, the diabetic patients have the sugar intake, or at least minimize it to the lowest possible level. The disease is a chronic level disorder that could lead to serious risks.

The consumer market of the United States pertains to huge consumption of ice cream ever since its advent. Ice cream sales have mounted with every going year. However, the increased risks of diabetes, as well as, other diseases have affected the growth rate of the industry upon cumulative basis. The industry sales of ice cream in the United States market are increasing at a decreasing rate. The reason pertains to increasing risk of diabetes.

The product concept

The product encompasses of low-fat milk made ice cream that is crafted for the market of diabetic people. As depicted in the decreasing growth rate of the industry, the sales have been subjected to the decrease due to the increasing rate of diabetes. Therefore, the product serves an under-served market segment encompasses of diabetic patients. These product concepts pertain to deliver the taste of ice-cream without affecting individual health, as well as, creating any health risk.

The product encompass of a chain of ice cream parlor with 60 outlets in 20 different states. Each state has three outlets in two largest metros. The problem is the loss of market share that has led to several initiates, as well as, alteration in the former strategy. However, with persistent trial and error, the chain realized that the chain had altered the strategic make up, and re-designed the strategy with marketing and planning.

The re-positioning and target market profile

The brand currently produces pure dairy ice-cream for mass market. As a result, the brand pertains to shuffle the marketing strategy, which is, segmenting, targeting and positioning. The re-position attempts to narrow down the market from mass consumers to particular segment ...