Competitive Landscape

Who are the main competitors?

In the french ice cream market the competition is very strong, because there are numerous brands that offer to consumers many choices. Two important competitors of Ben & Jerry's and Haagen Dazs are Unilever Group’s subsidiary Cogesal Miko SA and Movenpick. Manufacturers sought to encourage French consumers to eat more ice cream, in line with per capita consumption levels in other European countries, such as Italy and Sweden. In terms of per capita consumption, the French only consumed 6l in 2010, in comparison with 10l in Northern Europe and 14l in the US. One of the paths to explore is to encourage year-round consumption of ice cream as an indulgence product, almost like yoghurt, for instance, in order to be less dependent on the weather in the spring and summer. Häagen-Dazs, Ben & Jerry’s and Movenpick are upmarket brands that are related to pleasure moments such as an evening at the cinema, while Miko is a brand more related to more common moments such as a walk near the sea. This means that the differentiation between all these brands is clear and sometimes easily exploitable by the companies themselves.

In a rather fragmented competitive landscape, Unilever Group’s subsidiary Cogesal Miko SA was the leader in ice cream with a 28% value share in 2009, and till today is by far the fastest expanding company, at least in terms of actual value sales. This strength and dynamism can be attributed mainly to its wide portfolio of dynamic brands positioned in all price segments, from the popular, retro-style and value-for-money Carte d’Or brand to the premium Magnum brand. Fot this reason Miko is the number one brand in terms of sales in France!

• Miko’s portfolio consists of Carte d’Or, Magnum, Cornetto,Solero,Calippo and Viennetta, which are all well known brands that can satisfy many different tastes.
• Customers can find Miko ice cream in supermarkets,coffee shops,cinemas and restaurants.
• The main target is to seduce and delight the ice cream lovers every day, and being their favorite brand of ice, focusing on simplicity, authenticity and generosity. 
• Miko’s mission is to remind customers small daily moments of pleasure and make them happy.
• Miko can be found in more than 40 countries.

Mövenpick is a suisse brand which belongs to Nestlé from 2003. In France Movenpick is not a well known brand, but it is unique because of its brand positioning.

• For a customer is quite difficult to find a Movenpick ice cream because of its selective distribution. For instance, those who want to taste its products have to go to Paris or Lyon to be able to sample some only flavors. Even there, a Movenpick is available only in specific stores,such as the Monoprix.
• Mövenpick sell their product through five different sales channels: gastronomy, retailing, scooping stations, boutiques and impulse sales.
• Customers can choose its unique flavors anf of course the quantity they wish,so as to create an ideal for them ice cream.
• Mövenpick does not hesitate to use the term "gastronomie" and "la collection Mövenpick" to describe its ice creams and focuses on the desire to look for good and unique products.
• A large advertising campaign was launched with model Rachel Clark: elegant posters invite the consumer to identify with a flavor and therefore a product of the brand.
• Mövenpick two new lines have been highlighted: Create the range (refined recipes from a careful selection of quality ingredients) and the range of Yogurt Delight (marriage of flavors of yogurt and sorbet Switzerland, claiming low fat (4%)).
• Mövenpick ice cream is now available in more than 30 countries, and is produced in New Zealand, Saudi Arabia, Egypt and Norway, while the main production site is in Switzerland.