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Marketing and advertising are industry weak points


, : Marketing and advertising are industry weak points. Dairy Field 164(8): 48, 50

An address by K. Kepner & D. Knutson analysing an IAICM report is summarized. Ice cream occupies a much smaller proportion of store freezer space than frozen foods (16.4 vs. 83.6%), yet has much higher sales and gross margins/ft2 and much higher yearly turns. Despite this, retailers have been taking space away from ice cream and giving it to other snacks and desserts. It is emphasized that ice cream manufacturers must evolve an effective advertising strategy and pinpoint their target audience.

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