Analysis of Streets Ice Cream's New Product Launch in Australia

This report details the new product launch of Streets Ice Cream's 'Finding Dory' ice cream in Australia. The product, shaped like the movie character and flavored bubblegum and vanilla, is a promotional campaign tied to the Disney Pixar film. The report includes a product description, market condition analysis (including industry statistics, competitor analysis, and consumer behavior), and a SWOT analysis. It also examines the market share, retailers, and factors influencing purchase decisions. The report highlights strengths such as collaboration with a major movie franchise and the success of previous products, while acknowledging weaknesses like the seasonal timing of the launch. Opportunities include the product's unique position in the market, and threats include potential movie reception and past boycotts. The report references sources such as Ausfoodnews.com.au, Unilever.com, and ibisworld.com.au to support its findings. The appendices include self-evaluation, supporting items like packaging, and market share comparisons.

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New Product Launch
NEW PRODUCT LAUNCH BY STREETS ICE CREAM
AUSTRALIA

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New Product Launch
Table of Contents
1. Product description.................................................................................................................3
2. Market Condition...................................................................................................................3
3. SWOT Analysis.....................................................................................................................4
References list............................................................................................................................4
Appendix A................................................................................................................................5
Self Evaluation...........................................................................................................................5
Appendix B................................................................................................................................5
Supporting Items........................................................................................................................6

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New Product Launch
1. Product description
Streets an Australian Ice cream brand owned by Unilever is selling a new Ice cream in the
shape and theme of Disney Pixar movie ‘Finding Dory’ in Australia. The product is being
launched at the same time as the movie as a promotional campaign for both the movie and the
ice cream company. The Product will be shaped like the character Dory from the movie and
and will be flavoured as vanilla an bubble gum. The product is meant to create a craze for the
movie (Ausfoodnews.com.au, 2018). It will be a limited edition product that will only run
during the course of the movie being screened so as to make a constant hype amongst the
target audience for the movie and are the most ardent fan base for ice cream; Kids. this
product is meant to be the successor of their ‘Olaf Ice cream which was launched in 2015
inspired by the movie ‘Frozen’ from the same production house Disney Pixar
(Ausfoodnews.com.au, 2018). Streets aim to drive consumers into convenience stores. They
intend to invest o the hype that has been created by the Finding Nemo Sequel which was also
a major hit. The product will be available bubblegum and vanilla flavour and will be made
out of wholesome dairy milk. The product will be free from artificial flavouring and is
expected to create a hype among the fans of the franchise. The Product will be available at
convenience and grocery stores and prices will start $2.00 RRP for single serves and $5.99
RRP for the six-pack. Promotional campaigns will be launched as soon as the trailer for the
movie is release and the ads will be telecast along with trailer on social media websites to
create a similar hype in accordance to the movie (Ausfoodnews.com.au, 2018).
2. Market Condition
IBIS Report: The report of the organisation shows that the industry statistics is related to 1
billion Australian Dollar of which there has been a fall in the annual growth from 2014 to
2019 by -0.3%.
Total Sales last year: The Ice Cream brand is under the operation of Unilever who under their
department of foods have shown a turnover of 12524 million in 2016.
Sales Growth Rate: The sales growth rate of the ice creams for the annual report presented by
Unilever under the food department shows negative change of 0.1 % (Unilever.com, 2018).
Competitors- Market Share of the competitors: Unilever is a giant in terms of Food Industry
when discovered all around the World and it is seen that there is no such amount of
competitors present to tackle the 27.6 percentage of industry revenue share
(ibisworld.com.au, 2018).

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New Product Launch
Retailers: Due to its reliability in the product development, the ice cream company enjoys a
number of retailers which includes is ice cream Private Limited, Bendigo ice cream
Distributors Pty Ltd and Streets ice cream Pty Ltd.
Factors influencing purchase: Change in the teeth and the change in the price rate that brings
out a unique proclivity over Unilever brand the streets ice cream is the prime factor for
purchase influence
Buying decision of the consumers: There has been effects of the organisation when it was
seen that there were boycott of Magnum and Paddle Pop produced and distributed by sweet
ice-cream but was recently revoked defining the win over the boycott.
Target market
Demography: People above the age of 12 are targeted by the action company which
operates as a subsidiary of Unilever
Psychology: The positive test appraisal for having coconut in every product the use
the organisation has fulfilled their dreams by targeting those psychological needs
(ibisworld.com.au, 2018).
Socio-Culture: There is a huge culture of ice cream eating in Australia that is properly
in cash by the organisation.
Economic condition
GDP growth rate: When considering the overall market of ice cream in Australia we observe
that the revenue would increase by 824 million Australian Dollar by 2018 and the average
revenue per capita would be 33.31 Australian Dollar which will be more by 1.2 % from
previous year (statista.com, 2018).
Consumer confidence: After the financial crisis of 2008 there has been a downfall of the
revenue by 0.3 % however surprising element of new product launches the people are finding
confidence back in buying and investing and the product.
Employment rate: There is a myth of opportunity by Justin government as they have not
fulfilled expectation. Is observed at 5.4 % 25.6 person has been the steady growth rate of the
Australian employment sector (Unilever.com, 2018).
Consumer spending on the product: In response to the consumer spending on the product in
Australia we observe that the ice cream segment has enjoyed 824 Australian million dollars
and is expected to grow by more 2.5 % in 2019.
Household income: In the year 2013-14 it is observed that the household income of
Australian origin have been 80,704 Australian dollar.

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3. SWOT Analysis
Strengths
● Collaboration with huge movie franchise. The product is collaborating with Disney
Pixar, which will provide a huge promotional and brand value advantages and
separate brand equation
● Success of predecessors. The success of its previous product in collaboration with
DIsney Pixar the Olaf ice cream thus the company has a good track record.
Weaknesses
● Weather: the season of winter is not ideal for the launch of an ic cream and will not be
that popular in this season
● The product is not globalised and does not have a global reach
Opportunities.
● It is the only food product in the market that is currently collaborating with a global
Brand like Disney and thus will be the only product in the segment
Threats:
● The product will be accompanied along the movie which might not have the reception
it is expecting and thus the product might not be relevant at all if the movie tanks.
● Recent boycott has been removed but threat lurks (theguardian.com, 2018).

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References list
Ausfoodnews.com.au, (2018) AUSFOODS Retrieved from
http://www.ausfoodnews.com.au/2016/08/03/streets-launch-finding-dory-ice-
cream.html Retrieved on 4 December 2018
Unilever.com, (2018) UNILEVER Retrieved from https://www.unilever.com/investor-
relations/annual-report-and-accounts/ Retrieved on 2nd December 2018
ibisworld.com.au, (2018) IBIS Retrieved from
https://www.ibisworld.com.au/media/2015/12/07/keeping-cool-competition-heats-up-
for-ice-cream-manufacturers-driving-premiumisation/ Retrieved on 3rd December
2018
theguardian.com, (2018) GUARDIAN Retrieved from https://www.theguardian.com/australia-
news/2017/nov/23/streets-factory-workers-vote-to-end-boycott-of-companys-ice-
creams Retrieved on 2nd December 2018
statista.com, (2018) STATISTA Retrieved from
https://www.statista.com/statistics/263602/gross-domestic-product-gdp-growth-rate-
in-australia/ Retrieved on 2nd December 2018

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New Product Launch
Appendix A
Self Evaluation
The following narrative discusses the launch of a new food product from the ice cream
company starts from Australia.the company is currently collaborating with Disney Pixar to
promote their new movie a sequel to their highly successful movie Finding Nemo. The new
movie Finding Dory will be released by the next month andthe ice cream will accompany the
movie as a promotional campaign for the movie as well as the company ‘streets’. The project
discusses the market conditions, strategies strengths and weaknesses of the new product that
is to be launched.
Appendix B
Supporting Items
The product will be wrapped in a themed packaging

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New Product Launch
The product will be shaped in the form of dory the character from the movie
Ice Cream market share of Australia VS the World

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New Product Launch
Sales figure for Ice creams in Australia