International Marketing Mix Strategy: Frosty Boy Australia

The report discusses the marketing mix strategies of Frosty Boy Australia for their ice cream product in the Turkish market. It explains the 4Ps of marketing mix and how they can be used to achieve positive financial results in the global market. The report suggests that the Turkish market can improve the brand service, pricing strategies, product availability, and promotional activities to increase sales and profits.

Running Head: INTERNATIONAL MARKETING MIX 0
International marketing mix strategy: Frosty Boy Australia
10/7/2018

INTERNATIONAL MARKETING MIX 1
The report brings about the discussion of the marketing mix strategies or 4Ps’ of the
product taken under the company Frosty Boy Australia. Frosty Boy is an Australian based
manufacturer and distributor of soft serve and Frozen Yogurt products, headquartered in
Yatala, Queensland, Australia. From 1976, when Frosty boy came into the market, it has
become the market leader in the food and beverage industry. The international marketing mix
of the company in respect to the product ‘ice-cream’ that states about the marketing mix
criteria of the company is given below. The ice-cream or the product is brought about in the
Turkey or Turkish market (Frosty boy, 2018).
Marketing mix/International marketing mix
International marketing mix refers to use of different marketing tools to achieve
positive financial results by the companies operating in global market. Elements of the
marketing mix include product, price of the product, place/distribution, and promotion.
Product- In context to the company Frosty Boy Australia the product is ice cream, i.e. Soft-
Serve ice cream, which is considered as one of the most versatile frozen desserts in the
market. The company undertakes itself the private labelling, custom manufacturing, and
packaging contracts for the customer’s worldwide (Haskelberg et al., 2016). The product/ice-
cream is brought or entered into the market of Turkey, with three segments the impulse
segment, small-freezers with single serving products and the take-home segment. Therefore,
the branding of the ice creams in the Turkish market has higher scope to obtain wide
popularity (Topcu, 2015).
Despite the multiple variants and sizes of the cones in this ice cream and the taste, the
Turkish market can focus on improving the brand service of their ice creams. The products
characteristics satisfy the customer largely, as like they just have to add water. The base of
the ice cream is very creamy and it contains milk. Ice cream is easy to store, and there is no
refrigeration required and easy to prepare. In addition, emphasizing on increasing the number
of packages for their ice creams, which may help them in enhancing the product’s
attractiveness. Besides improving in the products, the market in Turkey can introduce sugar-
free ice creams also as an innovation, leading to higher profits (Khan, 2014).
Price- In terms of pricing policy, the company must not aim at increasing the prices of
their ice creams, they should focus on maintaining a competitive prices so that they can
attract customers. This would in turn increase their sales and ultimately profits in the end.

INTERNATIONAL MARKETING MIX 2
The ice-cream industry in the Turkish market must emphasize their pricing strategies in a
customer-oriented manner so that the company could easily in-road into the other new
markets. The industry can also make efforts in reducing their prices making the ice creams or
other products affordable to all customers according to their needs and preferences. For
enhancing the bulk sales, offering discounts and incentives can easily attract many customers
fostering the sales of the company. Turkey, being an emerging economy stresses about the
prevailing biggest gap in incomes of the rich and poor, which creates a problem for the
people to afford products. Therefore, prices should be kept low to make it in the reach of
every customer (Skaczkowski et al., 2016).
Place – The ice-cream ‘soft serve Australia’ is available or distributed to the
Australian stores or outlets. In order to enhance the availability, customer’s readiness or
willingness to buy and experience the taste of their products, there should be some changes in
the products availability. There should be more outlets in the country in each region; it will
help in boosting the products sales as well as availability. The industry in the Turkish market
must emphasize on the availability of the ice-cream in the independent stores, and
convenience stores. As it has found that along with three segments in the ice cream, there are
three marketing channels as well (Louie, Lei & Rangan, 2016). The service of home delivery
and take away home, will serve as a motivator through which more and more customers
would prefer to spend money and obtain experience. As for every product, in every business
whether small scale or large-scale the channel of distribution or the place where the product
will be available for the customers is very important. This should be kept in mind essentially
while determining the criteria for product distribution and profit making (Perrin et al., 2017).
Promotion- The last step or element in the marketing mix of the product of the Frosty
Boy Australia is the promotion that states about the promotional strategies used to increase
the sales by attracting large number of customers. The Turkish market can make contribution
or efforts in making campaigns, or engaging in high promotional or advertising activities.
Involving or collaborating with the other food and beverage companies or industries on the
international level, will help in enhancing the market size and capturing large number of
customers. In addition, collaboration with customer’s, involving into different blog events,
and intelligent use of instagram or social media may add up to the promotional activities
(Horská et al., 2017).

INTERNATIONAL MARKETING MIX 3
To conclude the above discussion, it can be stated that the Turkish market, has been at
the leading and emerging position in the market and develop effective relationships with their
customers through their operations. This can be done through effective marketing of their
product or ice creams, to increase attractiveness and wide acceptability among all customers.
Therefore, the food and beverage industry must enhance the effectiveness of the marketing
mix strategies adopted for their products and increase their sales, and thereby higher profits.

INTERNATIONAL MARKETING MIX 4
References
Frosty boy. (2018). Frosty Boy Australia is a leading manufacturer and distributor of a
range of powdered dessert bases including soft serve, frozen yoghurt, and beverages.
Retrieved from: http://www.frostyboy.com.au/
Haskelberg, H., Neal, B., Dunford, E., Flood, V., Rangan, A., Thomas, B. & Gill, T. (2016).
High variation in manufacturer-declared serving size of packaged discretionary foods
in Australia. British Journal of Nutrition, 115(10), 1810-1818.
Horská, E., Paluchová, J., Šimončič, P. & Berčík, J. (2017). Consumer food related
applications: food retail sector and services. In Augmented reality for food marketers
and consumers (pp. 1-19). Wageningen Academic Publishers.
Khan, M. T. (2014). The concept of marketing mix and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Louie, J. C. Y., Lei, L. & Rangan, A. M. (2016). Reliability of a systematic methodology to
estimate added sugars content of foods when applied to a recent Australian food
composition database. Journal of Food Composition and Analysis, 46, 36-42.
Perrin, C., Battisti, C., Chambefort, A., Digaud, O., Duplessis, B., Volatier, J. L., & Menard,
C. (2017). Range of processed foods available in France and nutrition labelling
according to the type of brand. Journal of Food Composition and Analysis, 64, 156-
162.
Skaczkowski, G., Durkin, S., Kashima, Y. & Wakefield, M. (2016). The effect of packaging,
branding and labelling on the experience of unhealthy food and drink: A
review. Appetite, 99, 219-234.
Topcu, Y. (2015). Turkish consumer decisions affecting ice cream consumption. Italian
Journal of Food Science, 27(1), 29-39.