The Sweet Dream Case

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Recommended: Product life cycle stages

Katrina-Elise S. Isip Finkelstein / MKT 5750 T/TH 4:10-5:25pm Sweet Dream Case Question #1 If La Treat maintains their current marketing tactics, their product will be unsuccessful. Although La Treat was the first “super premium” frozen dessert to enter national distribution, they were not the last. Paradise Foods positioned La Treat as being part of the premium segment in the industry. In the frozen specialty market, premium ice cream can be easily imitated and substitutable. Consumers are getting tired of the products and are always trying to find new products to switch to. As the frozen specialties market started to grow, so did La Treats competition which is causing La Treat’s product life cycle to move quicker. La Treat is currently in the maturity stage of their product life cycle. Their profit growth isn’t strong as it used to be but they are also not doing terrible either. Being at this stage, La Treats sales started to depend mostly on promotions. It’s not good for La Treat if people are buying a premium product primarily whenever there is a promotion going on. The more p...

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