Marketing Strategy for the icecream sector

r brand of ice-cream. In addition the company supplies branded freezers to its retailers free of charge, but they are not to be used for rival brands. Inevitably, the majority of retail outlets do not have room for more than one freezer.Strong brand - Magnum is the number one selling luxury ice cream in South Africa as well as the world. It currently enjoys over 60% of the market share in South AfricaResources - Ola has been very successful in other countries and this has resulted in products like magnum being 50% bigger than any other ice cream brand in the UK. Knowledge acquired from other countries with regards to these products can be utilised in South Africa, her the product life cycle has not reach the full maturity is enjoys elsewhere in the world.Technology - The aquisiton of the Portable Data Terminals. and the PS8000 printers which ensure immediate tracking and verification of fixed assets, as well as a means to generate sales orders is what gives Ola the competitive edge with regards to distribution. The resources that they have allow them to indulge in technology that has resulted in faster order collection 5.2WEAKNESSES Product portfolio – The product range is large and uneconomical. There are a great number of products on the range that are very slow movers. Some of the products also have a limited shelf life and often expire on the shelf. Caltex seeks to supply a full range and this has resulted in some of the products in the range being uneconomical.Level of service for the Manufacturing plant – The manufacturing plant does not deliver the required level of service to the sales people in the field. Often orders are not met and they have been incidents of contamination of products. These have sometimes lead to loss of accounts when customers are not satisfied with the level of service.Positioning in township spare shops market – Caltex has to ...