MRK201: Comprehensive Competitor Analysis of Peters Ice Cream Company

This report undertakes a competitor analysis of Peters Ice Cream, specifically focusing on its Connoisseur brand. It begins with an introduction to the company, its history, and its market position. The report identifies and differentiates between direct, indirect, and future competitors, detailing ...Read More

Running head: MARKETING

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Marketing Mix/MRK201
Name of the Student:
Name of the University:
Author Note:

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Introduction:
The essay undertakes competitor analysis of Peters Ice Cream Company under the brand
name Connoisseur Ice Cream. Peter Ice- Cream was found in Manly Sydney in the year 1907 by
Fred Peters (peters.com.au, 2019). Since its inception, the Company has been prepared in
embracing as well inventing newer means of delivering ice cream to the Australians using
technical knowhow and the latest technology. Peters has been one of the favorite ice cream
brands of Australia and has earned the reputation of an Australian icon. The ice cream brand has
been associated with not only hot summers but also trips to beaches and in instances of barbeque
with the family and friends. Besides, the company identifies that the ice cream is quite an
indulgent treat and hence remains committed towards providing balanced portfolio of the
products aimed at meeting the consumer needs. Peters Ice Cream provides diverse brands of
products ranging from the healthier and low sugary options to day to day snacks which the
family might enjoy.
Discussion:
Identification of Competitors of the Company
Peters Ice Cream Company faces competition from the direct, indirect and the future
competitors in the tub ice cream category. Direct competitors refer to business that sells the
similar product or services like the host firm (Nakos, Brouthers & Dimitratos, 2014). It is
however important for a firm to keep tab on relative pricing and the technological innovation of
the direct competitors to maintain the market share and avoid the competitive advantage. When
the products look too similar then it is vital for the brand to create differentiation on the
parameters like the locations, price points, product features and the service levels. Besides, the

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host firm should keep a track of the positioning of direct competitors for finding the best
strategic solution to business (Germonprez et al., 2013).
Indirect competitors on the other hand represents vendors whose products are not similar
but is able to satisfy the same level of the consumer need (Arbuckle, 2013). Businesses should
remain aware of the indirect competitors while designing the strategies. In such type of
competition, business might not undertake direct competition but they might be considered as
alternative options by the customers. Competitors might offer varied products or services, might
belong to the different industries but often are found to posses the capability of competing with
one another. It is therefore vital for the business to realize the impact and importance of the
indirect competitors. A host company should always deliver a message that its products deliver
best solution against the other available alternatives. A business should understand that the
indirect competitors have the power to immensely influence business and identifying these
competitors is difficult (Friel et al., 2013).
The future competitors refer to businesses that have posses the ability to instantly take
over the market share of the host firms (Gnanamkonda & Satya Prasad, 2014). For instance, a
larger technology firm is perceived as competitors of the smaller firms even when it did not enter
its market.
Ways Adopted in Identifying the Competitors
Efficient techniques have been implemented for the identification of direct and indirect
competitors. Some of the techniques adopted for identification of direct competitors are
mentioned below (Paharia, Avery & Keinan, 2014).

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Undertaking Market Research: This is done by taking a look at the market and evaluating
the companies that sell similar products. It is also vital to talk to the sales team to identify the
competitors. From here, a closer look is taken at the companies, the product sold and their
marketing efforts that helps in creating strategies for outperforming them.
By Soliciting the Customer Feedback: This is because the customers are the key sources
of unlocking the direct competitors. It is found that they often put forward names of unexpected
competitors.
By Checking Online Communities on Social Media: In the age of globalization, customers
often provide recommendations on the social media. Investigation of customer conversation on
such websites helps in further identification of competitors. Research put across by Deloitte
portrays that 50 percent of Millennial admitted that their buying decision is influenced by a
friend or a family member.
On the other hand, the techniques for identifying indirect competitors are mentioned
below (Pagotto & Halog, 2016)
By Undertaking Keyword Research: It is to be noted that key word research helps in
pinpointing indirect competition. A competitive SEO analysis will help in the identification of
the indirect business. In fact, the SEO technology helps in identifying the competitors with
insights and data.
Analysis of the Results Page of Google Search Engine: Selection of keywords related to
value proposition and putting them in search engines also helps in identifying the indirect
competitors.

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By Reviewing Paid Data: A dive into paid data helps in identification of websites that
purchases advertisements. These companies can be the new indirect competitors.
Five Competitors Direct and Indirect Competitors
The direct competitors of Peters Ice Cream Company include:
 Magnum Ice Cream marketed by Unilever Australia
 Ben and Jerry Ice Cream
 Golden North Ice Cream
 Froneri’s Movenpick in collaboration with Nestle
On the other hand, some of the indirect competitors of the company include:
 Coles Home Brand Under Wesfarmers
 Aldi home brand
 Woolworth Home Brand
Competitor Analysis Grid
Company
Information
Product
Information
Service
Information
Customer
Information
Competitive
Advantage
Data
Direct
Competitors
Unilever
Australia
Provides Ice
Cream under
the brand
name
Magnum
Creation of
better future
through
luxurious
experience
Targeted
towards
individuals
with higher
income.
Creation of
well-
managed
customer
base and
sustainable
living
Unilever do
minated
close to 22%
of the global
market
share.
Ben and
Jerry
Varieties of
ice cream
Stands for
fun and
Targeted
towards
Gain
competitive
Tripled over
last 15 years

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decadence individuals
with medium
income.
advantage
through
expansion of
market
share,
enhancing
revenue and
publicizing
the brand
through use
of minimum
startup
capital
with close to
14% growth
in previous
year whose
figures were
was close to
$1.23 billion
Golden
North Ice
Cream
Varieties of
Ice cream
Provides
premium
quality ice
cream from
locally
sourced
highest
quality
ingredients.
Targeted
towards
individuals
with medium
income.
The
company is
solely based
in South
Australia
and is
considered
one of the
best tasting
Ice creams
of Australia
The market
share of the
company
rose by close
to 30 %
from close to
$23.3
million to
$30.3
million by
the June
2018
Movenpick Provides
world’s best
known ice
cream
Provides
best quality
ice cream
under the
brand name
Nestle and
Froneri
thereby
providing a
luxurious
experience
Targeted
towards
individuals
with higher
income.
Ensures
brand
loyalty.
Australia is
one of its
prominent
target
market
where it has
a market
share of 32%
Indirect
Competitors
Coles Home
Brand
Provides all
household
items along
with the ice-
cream
Tries to put
across a
unique
shopping
experience
Target
individuals
falling under
the medium
to higher
income
Ensures
lower price
for all
products for
increasing
sales and
The market
share of
Coles is
close to
30.3%

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group avoiding
price
competition
Aldi Home
Brand
Sells ice
cream under
the brand
name
Monarc
Tries to
provide its
customers
with quality
experience
by following
a low price
strategy.
Targets
people
falling under
the medium
to higher
income
group
Have a low
pricing
strategy
Market share
of Aldi is
close to
9.2%
Woolworths Sells Ice
cream under
its home
brand
Puts across a
brand image
Targets
people
falling under
medium to
higher
income
group
Become the
most
preferred
brand
amongst the
customers
Have a
market share
of close to
37.2 %
Future
(Indirect )
Competitors
R&R Ice
Cream
Sells Ice
Cream under
the brand
name
Cadbury
Tries to
provide a
quality
experience
Targets
individuals
between low
to high
income
group
Create a
huge brand
image
To capture a
major
portion of
the market
share
Nestle Sells Ice
Cream
Being a
renowned
brand
provides the
customers
with unique
experience
Targets
people
between low
to high
income
group
Strong brand
image
To have a
major share
of the
market.
Assessing the Direct Competitors
Magnum Ice Cream by Unilever Australia: As far as the current and future objectives
are concerned, the product is marketed as adult indulgence with touch of sex appeal. Magnum
Ice cream has also adopted the strategy of building a far reaching network for distribution

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(unilever.com, 2019). The key target audience is predominantly men and women between the
age group of 18 to 35 years (mmaglobal.com, 2019). However, the secondary target audience of
the company includes people who possess a purchasing power. The marketing mix on the other
hand would comprise of the three Ps which are product, price, and promotion. The Magnum ice
cream is available in indulgent and delicious flavors for satisfying any kind of craving
(magnumicecream.com, 2019). As far as pricing is concerned the ice cream brand determining
its prices based on its competitors. Promotion is primarily carried out through advertising, sales
promotion, direct marketing and public relations. Nevertheless, the key competitor of Magnum
Ice Cream is the Heaven brand by Nestle.
Ben and Jerry Ice Cream: The current and future objectives of the company lies in
making, selling and distributing one of the finest qualities of natural ice creams with euphoric
concoctions(benjerry.com, 2019). They mostly use the natural and wholesome ingredients. The
company adopts strategies for targeting the children and families, school and the college
students and the people belonging to middle income groups. The marketing mix of the product
primarily concentrates on product, price and promotion. The products are most gourmet quality
naturally made ice cream available in fifty innovative names and flavors (benjerry.com, 2019).
The price of the product is usually high and is dependent on the pricing of supermarkets and
competitors. The promotion of the product is carried through advertising, campaigning and steet
marketing. As far as competition is concerned, Ben and Jerry face major level of competition
from Häagen-Dazs
Golden North Ice Cream: The objectives of the company are to provide innovative
flavors of ice cream for people who love ice cream and thereby acquire a product differentiation
in the competitive market (goldennorth.com.au , 2019). The company also aims at raising the

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annual profit to about 12 percent by the year 2013. Besides, the company also aims at
discovering newer opportunities for ensuring sustainable production. As part of the target
market strategies the company primarily targets mostly the parents of the young children and the
household consumers. The marketing mix mostly includes the products, price and promotion.
The products of the company are made of glutten free real milk and cream ice cream. The
pricing strategy is determined based on the competitor pricing. Promotion is carried through
online advertising, street marketing and sponsorships. Nevertheless, the company faces immense
competition from Diary Bell Ice Cream and Bulla Diary Foods
Movenpick Ice cream: As far as the current and future objectives of the firm are
concerned, the Company takes into account purity, passion and care in order to combine its
Alpine Spirit into its ice cream (moevenpick-icecream.com, 2019). Movenpick also believes in
thinking out of box and embracing new trends and flavors. The target market of the company
comprises of young adults, children and the adults. Here, the marketing mix focuses on product,
price and promotion. The products of the company includes different flavored ice cream known
as strawberry, expresso croquant, caramelita, swiss chocolate and vanilla dream. In Australia,
price of two 900 ml ice cream is $ 32.90. Movenpick primarily undertakes promotional
activities through sales promotion, online and outdoor advertising.
Conclusion:
In conclusion it can be said that essay helps in identifying the competitors of Peters Ice
Cream and the appropriate means through which the competitors are identified. The essay also
pinpoints the direct and the indirect competitors along with their market share. Further, the essay
also helps in the identifying the future and the current objectives, target market strategies,
marketing mix and the competitors of the direct competitors.

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References:
Arbuckle, W. S. (2013). Ice cream. Springer.
benjerry.com, (2019). Retrieved from https://www.benjerry.com/
benjerry.com, (2019). Retrieved from https://www.benjerry.com/flavors
Carter, O. B. J., Mills, B. W., Lloyd, E., & Phan, T. (2013). An independent audit of the
Australian food industry’s voluntary front-of-pack nutrition labelling scheme for energy-
dense nutrition-poor foods. European journal of clinical nutrition, 67(1), 31.
Friel, S., Hattersley, L., Snowdon, W., Thow, A. M., Lobstein, T., Sanders, D., ... & Kumanyika,
S. (2013). Monitoring the impacts of trade agreements on food environments. obesity
reviews, 14, 120-134.
Germonprez, M., Allen, J. P., Warner, B., Hill, J., & McClements, G. (2013). Open source
communities of competitors. interactions, 20(6), 54-59.
Gnanamkonda, V., & Satya Prasad, V. K. (2014). Consumer awareness and consumption pattern
of probiotic & sugar free ice creams in Hyderabad & Secunderabad. ZENITH
International Journal of Business Economics & Management Research, 4(4), 162-171.
goldennorth.com.au , (2019). Retrieved from https://goldennorth.com.au
Kumar, R., Chauhan, S. K., Shinde, G., Subramanian, V., & Nadanasabapathi, S. (2018). Whey
Proteins: A potential ingredient for food industry-A review. Asian Journal of Dairy &
Food Research, 37(4).

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magnumicecream.com, (2019). Retrieved from
https://www.magnumicecream.com/in/products.html
mmaglobal.com, (2019). Retrieved from
https://www.mmaglobal.com/case-study-hub/case_studies/view/41375
moevenpick-icecream.com, (2019). Retrieved from https://www.moevenpick-icecream.com/
Nakos, G., Brouthers, K. D., & Dimitratos, P. (2014). International alliances with competitors
and non‐competitors: The disparate impact on SME international performance. Strategic
Entrepreneurship Journal, 8(2), 167-182.
Pagotto, M., & Halog, A. (2016). Towards a circular economy in australian agri‐food industry:
an application of input‐output oriented approaches for analyzing resource efficiency and
competitiveness potential. Journal of Industrial Ecology, 20(5), 1176-1186.
Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to
increase sales. Journal of Marketing Research, 51(6), 647-656.
peters.com.au , (2019). Retrieved from http://www.peters.com.au/peters-corporate/about-peters/
unilever.com, (2019). Retrieved from
https://www.unilever.com/brands/food-and-drink/magnum.html

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Appendices:
Appendix I: Competitors of Peters Ice Cream
Direct Competitors:
Magnum Ice Cream: The brand is owned by British Unilever company and is sold as Heart
brand product line in most of the countries including Australia
Ben and Jerry: An American company known for frozen yogurt, ice cream and sorbet which
also has its branch spread out in Australia.
Golden North Ice Cream: It is a South Australia based ice cream manufacturing firm known
for highest quality of local ingredients.
Movenpick: It is Swiss brand ice cream manufactured by Nestle Corporation.
Indirect Competitors:
Coles: It is an Australian supermarket, consumer service and retail chain with headquarters in
Melbourne.
Aldi: It represents budget friendly store chain of Germany that opened its doors in Australia in
the year 2001. In a matter of three years, the chain opened close to 500 stores in and around
Australia.
Woolworths: It is also an Australian supermarket chain found in the year 1924 and accounts for
80 percent of the market share of Australia by forming a duopoly with Coles.
Future Competitors

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R&R Ice Cream: It is one of the largest ice cream producers of Europe and is the second largest
across the world. It is believed to take a substantial portion of the market share from Peter’s Ice
cream in future.
Nestle: The Company believes in creating magic through ensuring a pleasurable taste and
sensation through use of natural ingredients like fruits, milk and nuts. It is also believed to be one
of the future competitors of Peter’s Ice Cream.