Chapter 6 - Competitive Situation

Chapter 6 – Competitive Situation

6.1   Direct Competitors

6.1.1.    Gelato Fruity

Gelato Fruity was founded by Ms Vivian Yap in the year 2004. She has had experience in the retail industry for 20 years and decided to open her own Gelato ice cream business. The first Gelato Fruity outlet opened in 1 Utama Shopping Centre. Gelato Fruity serves quality gelato to customers that are made using Italian formulation as well as a combination of premium grade ingredients. They serve funky flavors and also fruit juices and milkshakes. The store concept uses a lot of fruit graphic elements that are bright and colorful like the logo. Gelato Fruity currently has 5 outlets at around the Klang Valley area. They are slowly expanding to opening more outlets in the months to come as mentioned in their website.

Type: Gelato Ice Cream

Price Range: RM6.80 (single scoop), RM9.80 (double scoop), RM10.90 (triple scoop)

Strength:

- Has a variety of fruit-based mixtures and ice cream

- Very eye-catching in terms of colors compared to other ice creams

Market Share: It is progressively gaining a position in the gelato market.

Product Range: Gelato, fruit juice, milkshakes

Positioning: Gelato Fruity is a Gelato retail that produces excellent quality gelatos made with Italian formulation and a combination of premium grade ingredients to serve customers.

6.1.2.Baskin Robbins

Baskin Robbins was first established in 1945 in Los Angeles. Its founder Mr. Burt Baskin and Mr. Irv Robbins initiated their outlet with originality and good philosophy of fun into their ice cream store. They managed to gain public interest and extended to eight outlet stores in just 3 years. Baskin Robbins is one of the largest ice cream ice cream retail in the word. It currently has more than 6,000 shops in 35 countries. Not only that, they offer over 1,000 flavors of ice cream.Currently, all ice cream products sold in Malaysia are imported from the United States for the reason of sustaining the taste of its products and maintain a kind of consistency. Baskin Robbins has a large fan based of very loyal customers since. They are constantly coming up with new promotions and ads to gain public attention and maintain their loyal customers.

Type: Premium Ice Cream

Price Range: One regular scoop (RM7.50), Double regular scoop (RM14.00), Triple regular scoop (RM21.00)

Strength:

- Has a very large fan based who are very loyal to their products

- Serves over 1,000 flavor selections to pamper customers’ taste-buds

Market Share: Has one of the largest market and one of the top ice cream retailers in the world.

Product Range: Ice creams, sundaes, waffles.

Positioning: Baskin Robbins is a premium ice cream brand  that does not only pamper you with its variety of flavors but wants to show customers how to have fun while they are it.

6.1.3.Geláre

Geláre is an Italian word that means “to freeze” and where the ice cream is originated. Geláre ice creams are heavy and dense with no overrun. In achieving this, they use a special machinery to churn the ice creams. Their ice cream uses only natural ingredients with absolutely no artificial flavoring, coloring or preservatives. This is inclining with their brand tagline which is“all natural ice cream”. Their ice cream products are a combination of Italian and American ice cream with an Australian twist into it, thus creating the ultimate ice cream. Geláre is a super-premium ice that is produced with fresh milk and cream as well as the best ingredients and manufacturing technology.

Type: Super Premium Ice Cream

Price Range: Single scoop (RM7.90)

Strength:

- Very thick and dense ice cream that is very delicious

- Best waffles to have with the ice cream

Market Share: Relatively new but gradually expanding in the gelato market.

Product Range: Ice cream, frozen yoghurt, sorbet, waffles, sandwiches, coffee & beverages

Positioning: Geláre is a super-premium ice cream with real flavor and no artificial ingredients which guarantees to deliver a smile on the face of every ice cream lover.

6.1.4.Gelatissimo

Gelatissimo is Australia’s more popular gelato. They are made fresh daily by a genuine family recipe and is known to be award winning. They are made with the best ingredients to produce the highest standards of gelato. Their premium dairy and sorbet flavors are made precisely to make only the best quality of their products. Gelatissimo gelato is very smooth, rich and simply irresistible. It has now over 30 stores that are international and local. Gelatissimo has extended their market of retail to Asia countries such as Indonesia, Singapore, Malaysia, Philippines and more in the planning. They have their own unique concept store to provide the best customer experience. They have many outlets available in the Klang Valley and 35 flavors to choose from.

Type: Gelato Ice Cream

Price: Single scoop (RM8.30), One flavor cup (RM8.90), Two flavor cup (RM12.90), Three flavor

cup (RM16.90)

Strength:

- Award winning gelato made using an authentic family recipe.

- Concept store gives an Italian ambience to customers while enjoying the gelatos

Market Share: It is growing well as the demand of gelato rises up in the market.

Product Range: Gelato, sorbet and other types of appetizers and desserts

Positioning: Gelatissimo is an Australian gelato that is very smooth, rich and simply irresistible that gives the ultimate satisfaction in an ambience of the true Italy.

6.1.5. Gelatomio

Gelatomio is one of Malaysia’s known gelato brand. It is a brand of Italy and has expanded its business in Malaysia with the reason to enlarge their market scope throughout Asia. Since then, the market for gelato in Malaysia turns out to be a very good deal for Gelatomio to increase their business. Their gelato products can also be found in many leading supermarkets and served in 5 stars restaurants and hotels since the year 2005. Gelatomio makes fresh gelato with natural ingredients that are strictly no animal fat or color and preservatives used. They also have 50 flavors of ice cream with new ones coming up.

                                                        

Type: Gelato Ice Cream

Price: Single scoop (RM6.60), Four scoops – the platter (RM16.00)

Strength:

- A delicious sweet treat for gelato lovers that is made from 100% natural ingredients with no artificial ingredients or animal fat emulsifiers are included

- Have been featured in a lot of newspaper and magazine articles and even in catering for hotels and events

Market Share: It is growing steadily in the gelato market and the brand has a large number of loyal customers

Product Range: Gelato

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Positioning: Gelatomio is a healthy temptation gelato made of 100% natural ingredients and highly fresh and 99% fat free.

                             

6.1.6   Haagen Dazs    

          

It’s the world’s first super-premium ice cream, introduced in 1961. That’s when lifelong ice cream entrepreneur Reuben Mattus (who 40 years earlier helped his mother sell fruit ice pops on the streets of New York City) began selling Häagen-Dazs Chocolate, Coffee and Vanilla ice cream in pint-sized containers throughout New York City. From the beginning, Häagen-Dazs has been special. Its mouth-watering flavors, dense, creamy texture, and innovative products all reflect a deep commitment to quality.

Innovation has been a key ingredient in the Häagen-Dazs success story. On Valentine’s Day Eve 1986, Häagen-Dazs unveiled an ice cream bar for adult tastes. In 1996, after years of testing and sampling, the brand launched Häagen-Dazs Green Tea ice cream – the taste modeled on a select variety of green tea that’s been savored in Japanese tea ceremonies for centuries. More recently, Häagen-Dazs Crispy Sandwich™ (an indulgent ice cream sandwich) was introduced to Europe in 2004.

Not surprisingly, word-of-mouth passion for Häagen-Dazs has been strong from the beginning. When the first Häagen-Dazs Shop opened in 1976, it was an immediate success. International expansion followed six years later.Now sold at retail and in more than 900 Häagen-Dazs Shops in 50 countries, Häagen-Dazs ice cream is savored around the world.

Type: Super Premium Ice Cream

Strength:

- Use the finest quality ingredient to craft the ice cream.

- Has a very large fan based who are very loyal to their products from all over the world.

Market Share: Has one of the largest market and one of the top ice cream retailers in the world.

Product Range:  Ice cream, sorbet, frozen yogurt, sundae, stick bar, ice cream cakes and treats.

Positioning: Haagen Dazs is a legacy of innovative indulgence  super premium ice cream remains true to its passionate commitment to quality, creativity and, above all else, taste     

6.2. Indirect Competitors

6.2.1. Famous Amos

                                                       

Famous Amos is a renowned brand that is famous for their wide variety of mouth-watering cookies and gift packaging. The brand was founded by Wally Amos in the year of 1984. All of its chocolates were imported and packaging gifts were made uniquely. The first outlet in Malaysia was opened in Sungei Wang Plaza. This very successful hot-baked store has over 60 outlets in shopping malls and airports in Malaysia. Famous Amos sells even more like hot cakes during festive seasons in Malaysia. In addition to this, Famous Amos also includes a range of their own ice cream products at selected outlets that have gained many customers attention.

Type: Confectionary

Price Range for Ice Cream: One scoop (RM5.90), two scoops (RM7.90), three scoops

(RM10.90)

6.2.2. Secret Recipe

Secret Recipe is a famous lifestyle café since the year 1997. It has spread its brand name across many countries including Malaysia, Singapore, Indonesia, Thailand, China, Philippines,Brunei and Australia. They are known for their fine quality of cakes, including dining food and services. Secret Recipe is one of the largest café chains in Malaysia to this day. They are committed to serve good quality of all types of food to customers. There are a variety of 20 fusionfood, 40 cake creations and pastries, and not forgetting the range of ice cream flavors offered in their café. They have over 250 cafes throughout the region and still continuing to grow in terms of

recognition and success in the industry.

Type: Food Café