Peter's Ice Cream and Arnott's Frozen Dessert Marketing Report

This report analyzes the marketing strategies employed by Peter's Ice Cream for the launch of its new range of frozen desserts in collaboration with Arnott's. The report highlights the product's appeal to nostalgia, targeting consumers familiar with Arnott's biscuits. It examines market segmentation, focusing on the 18-30 age group, and discusses the competitive landscape within the frozen dessert market. The report also explores the influence of demographics on consumer buying behavior, including population growth, family size, and age composition. It references the impact of demographic changes on international markets, such as the decline in birth rates and the aging population, and their implications for various industries like healthcare and tourism. The report concludes by emphasizing the importance of understanding demographic trends in shaping marketing strategies and business opportunities. It also discusses the impact of population growth and migration on the economy.

Running head: MARKETING AND ENTREPRENERUSHIP
Marketing and Entrepreneurship
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Author’s Note

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Activity 2
Peter’s the frozen desserts giant, with its expertise in Ice Cream is in the limelight for
introducing new range of products. Peter’s to roll out a new range of frozen desserts have joined
forces with Arnott’s to provide Australia’s favorite and most recognized flavor that taste like old
school biscuits. Arnott’s reputation of being the best baker of inquisitive biscuit, have worked
hard to replicate the mouthwatering taste of Ice Vovo, Wagon Wheel Original, Caramel Clown
and Mint Slice biscuits as frozen treat (Clarke 2015). Peter’s and Arnott’s both have posted their
new launch of the product on Facebook, both have received an appalling response of praise from
the crowed, supporting the new innovation. Peter’s head of the marketing stated that, the new
product would bring the taste of nostalgia among customers (Kilara and Chandan 2013). The
new range of product and the flavor will compete with other flavors; thus, will bring a healthy
competition among different flavors of the world. Every Australian will enjoy the new product,
as the traditional flavor of Arnott’s biscuit in new form and in new style will raise the curiosity
of many (Powell, Harris and Fox 2013). However the company is segmenting the market for the
age group of 18-30 thus, targeting the market that is already familiar with the taste of Arnott’s
biscuits. The innovation will be much appreciated by the people who are already fan of Arnott
biscuits, as it will bring out the nostalgia of childhood. The widely anticipated glories of Arnott’s
biscuit in form of Ice cream will create a huge market for the brand (Goff and Hartel 2013). Both
the companies aimed to bring the on demand flavor in a new form to surprise it customer base.
The success of the product will be immense in the current market, as Arontt’s biscuits are
legendary which holds the legacy to appease the Australian taste buds (Kilara and Chandan
2013). Moreover, every segment of the population loves a scoop of Ice Cream and bringing new
flavor in the market will bring the glory days back for both the companies (Powell, Harris and

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Fox 2013). It will also give the Australians something to cherish upon. The four unique flavors
resurrected to please the taste bud, will definitely attract new crowd. On popular demand this
flavors are brought in the form of ice cream and thus, will create necessary buzz for marketing of
the product. The new product will be available in the frozen aisle section of every store (Clarke
2015). The prices of the new launches are at a reasonable rate to encourage the buyers form the
target market. Frozen desserts competitors will now have to be quite innovative to stay in the
race; it can be done either by reducing the existing price or introduction of new flavors. Flavors
like Wagon wheels, Iced vovo, Mint slice and Caramal Crown definitely have the edge to do
well in the market. In addition, being available in all major retail store will make sure that every
Australian gets a piece of this delightful treat (Goff and Hartel 2013).

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Activity 5
Demographic of a target group has a significant influence over the buying behavior of the
target market. Organizations use demographic segmentation of the target group to identify the
customer base of the organisation. Ones the organization identifies its customer base, and then
they use audience specific advertisement and promotion to allure the customers. In the recent
years, there had been a significant amount of change in the International market, due to
numerous factors such as population growth rate and size, size and nature of the family, age
composition and income level. The size and nature of the population determine the demand and
need for many products (Bricker and Foley 2013). In a recent research, it was found that 58
countries have a population lower than a million; these countries may not be of any interest for
large countries, however, small firms may find the desirable market in these countries. The
potential is high in these market, thus competition in the market is much severe than the largely
populated nation (Hilt and Lipschultz 2016). A decline in birth rate and drop in the size of the
baby population in many high-income nations, poses a threat to many businesses, Baby products
in these market have shrunk (Czinkota and Ronkainen 2013). Many of the companies have
repositioned their products to pay attention to international business. Although, this scenario has
seen a boom in other industries such as hotels, restaurants, and airlines, as childless couples have
money and time to dine and travel outside. The number of old people has increased recently than
the younger; as a result, by 2040 the number of old will be even greater. Thus, medicine and
health industry will see a boom, creating a huge number of job opportunities in the scientific
research and healthcare sector (Parment 2013). Central banks are overwhelmed due to reduced
birth rate and longer lifespan as it unable to escalate long-term interest rates. Thus, the situation
will also redundant for Insurance and Finance sector, as the baby boomers saved all through their

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lives, the benefit will be consumed more than it yielded. Ageing of baby boomer is the reason of
inequality as lack of bargain power that kept the wages down for rest of the population (Bricker
and Foley 2013). Old age will also benefit sectors like travel and tourism as after retirement,
baby boomers may feel the urge to explore or travel or may go out on a devotional journey this it
will also benefit hotel and restaurants. Population growth rate has an adverse effect on countries
economy but holds a huge market for business (Czinkota and Ronkainen 2013). For example, a
country with high population can supply enormous numbers of labor, low percentage of the
population of these countries if have the luxury to purchase more, then collectively the number
of people will be greater than the total population of many countries (Hilt and Lipschultz 2016).
In this era, people are migrating from rural to an urban area in search of better lifestyle and
opportunity. Similarly, the crowd from developing countries is migrating to developed countries
for a better prospect and future. Thus, it will affect the GDP of all countries with respect to
demographic change. Small families compared to large families also have added benefit in the
economy driven country (Parment 2013).

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Reference
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importance of the labor market. International Journal of Conflict and Violence (IJCV), 7(1),
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Clarke, C., 2015. The science of ice cream. Royal Society of Chemistry.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Goff, H.D. and Hartel, R.W., 2013. Analyzing frozen desserts. In Ice Cream(pp. 403-436).
Springer US.
Hilt, M.L. and Lipschultz, J.H., 2016. Mass media, an aging population, and the baby boomers.
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Kilara, A. and Chandan, R.C., 2013. Frozen Dairy Foods. Milk and Dairy Products in Human
Nutrition: Production, Composition and Health, pp.435-457.
Parment, A., 2013. Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and
implications for retailing. Journal of retailing and consumer services, 20(2), pp.189-199.
Powell, L.M., Harris, J.L. and Fox, T., 2013. Food marketing expenditures aimed at youth:
putting the numbers in context. American journal of preventive medicine, 45(4), pp.453-461.

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