Tasty Cream

MKT 500

Megan M. Martino

Strayer University

Dr. Tameria Vickerson

February 18, 2010

Currently, children drive the ice cream industry in a large part. The U.S. Census Bureau estimates that the youth populations in the next seven years will be declining, thus, forcing ice cream manufacturers to develop new products that are attractive to the growing adult population. Households with children are the lead consumers of ice cream with 34% of total consumption. This is compared to the 20% of household consumption without children. Consumer research has shown that children in African-American households eat more types of ice cream products and also consume more servings during a 30-day period. As the children enter their teenage years, they began to vary in their consumption. Teen girls start to begin to eat healthier and opt for the frozen yogurt, while teen boys still love the premium ice cream. Habits that are formed in the teenage years tend to stick with individuals as they mature into adulthood. The majority of adults prefer the same few flavors that they have eaten their whole life (Barrette, 2010). Because individuals of Asian descent are one of the leading ethnicities besides Native and African Americans that have the lactose intolerance gene, they are a prime target. While I want this business to be family friendly and enjoyable to the ice cream lovers, the main target audience is not ice cream’s traditional focus of kids, but rather individuals that have the lactose intolerant gene. I want to take away the symptoms that come with eating diary for them, which are, but not limited to: nausea, cramping, bloating, diarrhea, and flatulence (Bowen, 2010). Overall, Tasty Cream is very unlike the kid-focused Baskin-Robbins, the middle-America feel of soft-serve giant Dairy Queen, or the New England, down-home family fun of Ben and Jerry’s