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Abstract
The case provides data on the UK ice cream market up to 1990. The market is dominated by two players, Wall''s and Lyons Maid. Important changes are taking place in the demand for ice cream, which is appealing increasingly to adults, who demand a higher quality product for which they are prepared to pay more. At the same time the major players are being challenged by a variety of new entrants - retailer own label products, specialist niche players, and Mars.
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Abstract
The case provides data on the UK ice cream market up to 1990. The market is dominated by two players, Wall''s and Lyons Maid. Important changes are taking place in the demand for ice cream, which is appealing increasingly to adults, who demand a higher quality product for which they are prepared to pay more. At the same time the major players are being challenged by a variety of new entrants - retailer own label products, specialist niche players, and Mars.
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