Chapter Six: Competitive Situation
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6.1 Direct Competitors
6.1.1 Baskin Robbins
Baskin Robbins is a worldwide ice cream parlour chain and currently it has the biggest chain of ice-cream stores in the world. Baskin Robbins is globally known for its speciality of creating innovative, delicious and unusual flavours of ice cream. Baskin Robbins was founded in 1945 by Burt Baskin and Irv Robbins. 2,800 of the 5,800 stores are located the UK with the rest spreading over 30 countries. As of 2005, the brand boasts about more than 1000 flavours of ice-cream, with new flavours being invented every single year. Currently Baskin Robbins has opened more than 46 stores in Malaysia, and is set on opening more cafe-concept outlets nationwide to meet the demands of Malaysia’s modern lifestyle.
Market share : Very large
Brand Positioning : At Baskin Robbins, there’s a flavour for everyone. Baskin Robbins offers
not just 31 flavours as may would initially expect, but thousands of ice-
cream flavours that comes in various varieties to suit everyone’s taste.
Brand image : Innovative, variety of flavours
Strengths : -A very well established brand that has garnered a huge capacity of loyal
customers
-Variety of unique and delicious flavours
-Offers a wide selection of products other than ice-cream which ranges
from pies, ice-cream cakes, crepes , smoothies and many more
Product range : Regular ice-creams, soft-serve ice-creams, sundaes, beverages, cakes,
ice-cream cakes, fruit cream, coffee and pies
Current and Past Advertising Strategies :
· Wednesday is Pink Day – Customers just need to wear anything pink on Wednesdays to enjoy great ice-cream and sundae deals
· Baskin Robbins Mother Day Special – Discounts off ice-cream cakes
· 31% off Handpacked Sale – Every 31st of the months, customers get to enjoy great discounts for pint, quart or half gallon handpacked ice-creams
· Ice-cream cake TVC
Current website :
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6.1.2 Haagen Daaz
Since the beginning, Haagen-Dazs has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. Haagen-Dazs was also the first to introduce the world to ice cream bars for a grown up palate, with the introduction of the Haagen-Dazs ice cream bar line in 1986. Other super premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993. Its founder, Reuben Mattus, insists on using only the finest , purest ingredients for his ice-creams, and so to this day, that promise remains intact with the continuous development of exceptional super premium frozen dessert experiences.
Market Share : According to ACNielsen, the Haagen Daaz franchise accounts for nearly
75% of the market share value in the super premium ice-cream sector
Brand Positioning : The definition of superior flavour and texture of ice-cream, with only the best fresh ingredients used from around the world
Brand image : Classic, sophisticated, luxury, premium class products
Strengths : -No artificial flavours, coloring or preservatives, 100% fresh cream
-Variety of premium ice-cream flavours
-Tapped into a new market segment , focusing on adult ice-cream lovers
Product range :
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Current and Past Advertising Strategies :
· A Gift of Haagen Daaz Contest
· Launches ‘Me-Time’ Text-messaging promotion – An interactive on-pack promotion aimed at establishing a one-to-one communication with the consumers
· Haagen Daaz 50% rebate promotion - Collaboration with HSBC credit card
· Haagen Daaz Aidilfitri Exquisite Festive Sets – Festive promotion with great discounts for better value
· Haagen Daaz Mooncake Promotion
· Haagen Daaz Ode To Flavour TVC
Current website :
6.1.3 Gelato Fruity
Gelato Fruity is an Italian-style ice-cream that uses the best Italian formulation that is combined with premium grade ingredients to produce top quality gelato. The founder of Gelato Fruity is Vivian Yap, who founded the franchise in 2004 and is equipped with 20 years of experience in the retail industry, of which her expertise has contributed to the high demand of gelato ice-cream in Malaysia. The brand continues to lead the growing trend of healthy-based confectionaries by setting up more than 5 outlets at various parts of the Klang Valley. The company is currently expanding to reach a wider target audience in various parts of the states.
Market Share : Gradually growing in the competitive scene of the gelato market
Brand Positioning : A novel, quintessential Italian ice-cream that offers consumers a delightful ‘gourmet’ experience
Brand image : Modern, exquisite Italian taste, vibrant
Strengths : -Intensively flavoured with fruit-based mixtures
-More vibrantly colored than other types of ice-cream
Product range : Gelato (Milk-based), Sorbet (Water-based), fruit juices and milkshakes
Current website :
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6.1.4 Lecka-lecka
Developed and introduced in the market in 2003, Lecka Lecka is the premier retail brand of Italian Gelato and was created for one reason which is to bring the authentic taste of Gelato to the masses. Lecka-lecka products are made fresh daily at their own respective outlets with the use of state-of-the-art facilities, which accounts for the rich taste and superior quality of the product. Lecka-lecka has become an established gelato ice-cream brand in Malaysia, with popular catering services for events, parties and corporate functions, therefore putting the brand in the forefront ahead of its competitors. With so many outlets in the country, Lecka-lecka is set to deliver Malaysians with a real taste of Italian gelato with a vision of excelling in the field of the ice-cream manufacturing and retail business.
Market Share : Gradually growing in the competitive scene of the gelato market, with target sales for 2010 to be 23% percent better than that of last year, which translates to sales of up to RM 5.88 million
Brand Positioning : Lecka-lecka offers a natural product with delicious nutrients for the benefit of health without compromising the exquisite taste of gelato.
Brand image : Modern, exquisite Italian taste, vibrant
Strengths : -99.9% fat free with no preservatives for all fruit-based products
-Freshly produced daily using an advanced technology system
-Produces the first diabetic gelato for those who are suffering from high-
sugar diseases
-Also produces the first soy-based gelato
Product range : Healthy yogurt range, soy-based gelato, light gelato, fruity gelato
Current and Past Advertising Strategies :
· Participation in many events as sponsor or collaborators – Porsche Design Event, Stylo Fashion Week, opening of Mulberry Boutique
· Lecka-lecka Supports Earth Hour Campaign
· Lecka-lecka Promotional New Year’s menu
· Birthday Promotions
Current Website
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6.2 Indirect Competitors
· Secret recipe
· J.Co Donuts
· Famous Amos
· Cadbury
· Dunkin Donuts
