Internal Analysis of the brand:
SWOT
Strengths - Pioneer - Established image - Capacity of innovation - Well implanted distribution channels | Weaknesses - Loyalty to luxury image - Seasonal product |
Opportunities - Diversify the flavors - Market of the low-fat - Other products development | Threats -Competition -Segmented market |
Key success Factors: (source Young & Rubicam)
The graph provides many important information about the ranking and the key success factors of each of the three competing brand Ben & jerry’s, Häagen-Dazs and Carte d’or. The graph shows that Ben & jerry’s is highly ranked in being independent, social, carefree, charming and simple. Carte d’or is highly ranked in high performance and charming as a brand while Häagen-Dazs is seen as a leader with high performance. The very interesting part of this graph is that the three brands are sharing the same key success factor (refer to the green circle): glamorous, gaining in popularity, sensuous, trendy, glamorous and worth more.
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