Introduction

This case study on Skinny Cow forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the ice cream maker has achieved success by marketing a healthy ice cream offering that is designed predominantly for women.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

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CATALYST 1
SUMMARY 1
Analysis 2
Ice cream has a good founding as an affordable indulgence, which is particularly important during a recession 2
Consumers are seeking small affordable indulgences to assist them in escaping from the pressures of everyday life 2
The ice cream sector has undergone some considerable changes in the UK 2
The ice cream market has traditionally been inhibited by seasonality and a link to obesity 3
Skinny Cow has introduced healthier options to the ice cream market 4
The Skinny Cow brand aims to add healthiness to an affordable indulgence 4
Skinny Cow products move beyond plain ice cream 4
Skinny Cow has expanded into other industries 4
Skinny Cow's low fat claims have attracted controversy, but also won awards 5
The Skinny Cow brand maintains a focus on women as its core market 5
Traditionally, women are the main drivers of the ice cream market 5
Sections of the Skinny Cow website are devoted to areas of particular interest to women 5
Skinny Cow adopts the ethical approach favored by many smaller companies 6
The company has undertaken marketing efforts through social media 7
Conclusion 7
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
consulting 8
Disclaimer 8
List of Tables
Table 1: The size of the UK ice cream market (millions of liters), 2003-13 3
List of Figures
Figure 1: Escaping from the pressures of everyday life is at least 'important' to the majority of consumers in the UK, 2008 2
Figure 2: Hot chocolate is another category that fits in with the overall Skinny Cow brand values 5
Figure 3: The 'cowculator' aims to provide consumers with an accurate and comparable figure for clothing purchases 6