Marketing Management and Implementation Analysis: Streets Ice Cream

This report provides a comprehensive analysis of marketing management and implementation for Streets Ice Cream, a major player in the ice cream industry. The report begins with an introduction and company overview, followed by a category analysis that examines the levels of competition, including collusion, co-opetition, co-existence, competition, and conflict. It also includes a review of the category's size and growth, supported by financial data. A competitive analysis is conducted, including a product feature analysis and a competitive analysis matrix to assess the brand against competitors like Bulla Dairy and Peters. A SWOT analysis is also presented, outlining Streets Ice Cream's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and implications for marketing strategy, emphasizing the importance of effective marketing management and implementation within the organization. The report includes appendices with financial data and product feature matrices to support the analysis.

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Marketing Management and Implementation
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Marketing Management and Implementation
Contents
Section: 1 Introduction................................................................................................................................3
Company Overview.................................................................................................................................3
Section: 2 Category analysis........................................................................................................................3
Levels of competition..............................................................................................................................3
Category, Size and Growth......................................................................................................................4
Appendix 1...........................................................................................................................................4
Section: 3 Competitive analysis...................................................................................................................4
Product feature analysis..........................................................................................................................4
Appendix 2...........................................................................................................................................4
Competitive analysis matrix....................................................................................................................5
Appendix 3...........................................................................................................................................5
SWOT analysis........................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

Marketing Management and Implementation
Section: 1 Introduction
Company Overview
Streets Ice-cream is the multinational brand name which is owned by a British Dutch
company, Unilever. The business entity has been termed as the heart brand and also a significant
part of the group Unilever. Dairy farmers are another brand name, which is well-established in
the sector of dairy products and is in long term contract with Streets Ice-cream. The business
corporation has been ranked as one of the leading ice-cream manufacturers in Australia
(Streetsicecream 2017). The entity was founded in Corrimal, New South Wales, in the year 1930
by Edwin “Ted” street and his wife Daisy. A storage-house for the distribution of the products
was set-p by at Bexley and after that, a manufacturing plant was also established in Sydney for
the production of the products. The suburb of Turrela. After 1996, the production process was
moved to Minto. On the basis of the survey, it has been observed that most of the cream-based
products are manufactured in Minto, while water-based products are imported from Asia. Blue
Ribbon, Paddle Pop, Cornetto, Bubble O Bill are considered as some of the key products of the
corporation.
Section: 2 Category analysis
Levels of competition
A contest which can be executed by the individuals, groups etc. for a territory, a market or
location or the resources. The below presented is the level of competition and which can be
adopted by Streets Ice Cream for identifying and analyzing the competitors in the market. The
level of competition can be termed as the Five C’s of competition which is presented as follows:
Competition as Collusion: According to this concept all the competitors are expected to work
together in a coordinated manner so as to control market supply and price (Hollensen, 2015). In
simpler terms collusion is fixing the process and supply for the products and this is also
considered as an illegal offense in a number of regions. For instance, Streets Ice-Creams can
come together with Peter’s which is one of the biggest competitors of the entity, so as to fix the
prices and the supply of the ice-creams in the market of Australia.
Competition as co-opetition: In this concept, the companies will be working together by
forming joint-ventures and alliances but not in the way they alter the prices paid by the
customers (Baker, 2014). For instance, Streets and Bulla Dairy can come in a joint venture for
working together.
Competition as co-existence: Under this concept, the competitors are supposed to have an
unofficial agreement and which makes them liable in understanding the space of the rival and
they also do not look to compete. For instance, Streets can open an ice-cream store in the same

Marketing Management and Implementation
area with Peters, where a population is 20000 but is not supposed to open the store unless the
population is over 10000.
Competition as Competition: In this scenario, the business entities are supposed to compete for
each other in a normal way .i.e. head to head (Chernev, 2014). For instance, Streets can compete
directly with Peters or Bulla Dairy.
Competition as conflict: According to this concept the competitors are expected to compete for
toe to toe and slug it out for attaining the customers (Coronel and Morris, 2016). The main
objective of a business entity under this term is to hurt the competitors, this may include
permanent weakening them or driving out of the industry or business can be done.
Category, Size, and Growth
Appendix 1
The above presented is the data of the business entity for the last five years which has
been dictating the category, size, and growth of the business corporation. Total category level of
the business corporation is the assets available with the firm and which has shown a growth of
12,147 in 2012 to 13,884 (EUR Million) in 2016 (financials.morningstar 2017). Further, the
segments of the products which are being offered by Street Ice-creams are mentioned below:
 Blue Ribbon
 Bubble O Bill
 Cornetto
 Golden Gaytime
 Magnum
 Paddle Pop
 Icy Pole
As mentioned, Paddle pop has been considered as one of the best-selling product of the Streets
Ice-cream. Paddle pop is one of the best brands of the business entity and offers a varied range of
ice-cream flavors with good quality which ensures customer satisfaction (Lusch and Vargo,
2014). Moreover, the brand level .i.e. is the brand equity which has also been showing a rise
which was 15,159 in 2012 and 16,354 in 2016 (EUR Million).
Section: 3 Competitive analysis
Product feature analysis
Appendix 2
As mentioned in the above matrix the features of the products of the business entity have
been presented (Inera 2017). The green color is dictating the competitive advantage, red color
denotes danger and orange color is describing the watch.As being one of the best brands of the

Marketing Management and Implementation
entity Paddle Pop has been enjoying the competitive advantage in the segments such as the
flavors, consistency, and form. The business entity is required to watch the prices of the product
as the competitors are offering the products at reasonable prices (Laudon and Laudon, 2016).
Competitive analysis matrix
Appendix 3
As presented in the above matrix the business entity has been facing competition from the three
mentioned entities (Coronel and Morris, 2016). Paddle Pop is one of the brands of Streets Ice-
cream which offers good quality and is also made available easily for the customers that too at
reasonable prices and the promotional techniques used should be upgraded to contemporary one.
And as the quality of the products and other factors are suitable for the consumers their
satisfaction level is high.
SWOT analysis
The objective of below-executed SWOT analysis is to determine the strength and weakness of
Streets Ice-cream which will aid in planning strategies and future plans and also the opportunities
and threats will help in knowing the methods of dealing and tackling these issues:
Strengths: Streets Ice-cream is a well-known brand name in Australia and this has been
considered as one of the biggest strength of the business entity (Bukhari and Kazi, 2016). The
main objective of the business corporation is providing the best quality of the products and this
dictates a high-quality product range of the corporation. Moreover, the firm is very much generic
towards their products category. The business entity offers a wide range of flavors with a
consistent quality and this can also be considered as one of the strongest points in the strength of
the company.
Weakness: The weakness considered for the products of the company are very much common for
each and every company in the sector (Pasquier and Villeneuve, 2017). First is the durability of
the products which is not really good and also the ice creams get melted quickly. Moreover, the
company is facing issue due to a complex chain management system and the main problem of
this system is traceability. Domestic business and some of the international brands are thriving
and this has developed as a weakness for the entity.
Opportunities: Introduction of new flavors can be considered as one of the biggest opportunity
for the business corporation and which is required to be grabbed by the same. Moreover, the
business entity should divert their focus more towards advertising and promotion by utilizing
contemporary means and mediums. Offers and attractive schemes can be proven beneficial for
the business corporation and can be considered as an opportunity.
Threats: As analyzed from the above report, intensification in the competitive environment has
become one of the biggest threat for the business corporation. There is a number of the rival who
is offering good quality of products and that too at affordable range (Chang, 2016). Moreover,

Marketing Management and Implementation
the foreign players entering the markets have also been considered as one of the threats for the
markets and the business corporation.
Conclusion
In the limelight of the above-executed analysis, it has been inferred that management and
implementation of the marketing concept have been considered as a crucial task for any of the
business corporation. The analysis has been made focused on the management and
implementation of the marketing concepts within the organizational structure of Streets Ice-
cream, which is one of the top leading brand names in the sector. The analysis comprises of the
levels of competition, which involves the close and distant competitors of the business entity.
The next is the description of the category, size, and growth of the company and this has been
described by the presenting the financial data of the company for five years. In the next part, the
analysis comprises of the product feature matrix and competitive analysis matrix. And at last
SWOT analysis has been conducted for the business corporation.

Marketing Management and Implementation
References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bukhari, A.N. and Kazi, R., 2016. CRM triggers effectiveness through Customer Selection
Orientation, Business Cycle Orientation, Cross-Functional Integration and Dual Value Creation:
Myth or Reality. Journal of Marketing Management, 4(1), pp.163-171.
Chang, J.F., 2016. Business process management systems: strategy and implementation. CRC
Press.
Chernev, A., 2014. Strategic marketing management. Cerebellum Press.
Coronel, C. and Morris, S., 2016. Database systems: design, implementation, & management.
Cengage Learning.
financials.morningstar, 2017, Unilever PLC ADR, Assessed on 26th August 2017,
http://financials.morningstar.com/income-statement/is.html?t=UL&region=usa&culture=en-US.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Inera, 2017, Product feature matrix, Assessed on 26th August 2017,
http://www.inera.com/extyles-products/feature-matrix.
Laudon, K.C. and Laudon, J.P., 2016. Management information system. Pearson Education
India.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Pasquier, M. and Villeneuve, J.P., 2017. Marketing management and communications in the
public sector. Routledge.
Streetsicecream, 2017, Streets Ice cream, Assessed on 26th August 2017,
http://www.streetsicecream.com.au/.
Appendix 1

Marketing Management and Implementation
Financial data for last 5 years
EUR in Million
Particulars 2012 2013 2014 2015 2016
Total Assets 12,147 12,122 12,347 12,686 13,884
Equity 15,159 14,344 13,651 15,439 16,354
Net Income 4,480 4,842 5,171 4,909 5,184
Revenues 51,324 49,797 48,436 53,272 52,713
Appendix 2
Product features matrix
Streets Ice
cream
Bulla Dairy Peters Coles Ice
Cream
Paddle Pop Creamy
Classic tubs
Rainbow
Ice cream
Coffee
chocolate
crunch
Flavor
Consistency
Price
Form
Appendix 3
Company Streets Ice
cream Bulla Dairy Peters Coles Ice
Cream
Marketing Mix Paddle POP Creamy
Classic tubs
Rainbow Ice
cream
Coffee
chocolate
crunch
Product 4 4 4 4
Price 3 4 4 3
Place 4 3 5 2

Marketing Management and Implementation
Promotion 3 4 4 4
Objectives
Customer
Satisfaction 5 4 4 3
.