Marketing Mix and Segmentation for Leading Ice Cream Brand in UK

Principles of
Marketing

EXECUTIVE SUMMARY
The study focuses on developing comparative research on the marketing mix and the
segmentation for leading ice cream brand in the market of UK. The aim behind this study is to
analyse the target market with the marketing mix and STP. The study will define one of the
various marketing mix tactics that are used by the food and beverage industries in order to
promote their products. Market segmentation of the following brand in the food and beverage
industry is depicted within the study to divide the target market into the smaller units. Using the
secondary data an analysis is made to highlight the overall market scenario of the ice-cream
brand in the UK market which is full of competition.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
Introduction......................................................................................................................................4
Methodology....................................................................................................................................4
Findings...........................................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................6