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Think year-round marketing, says UK's Richmond Ice Cream.

The poor summer in 2004 drove down impulse ice cream sales in the United Kingdom 17.7%, according to research firm AC Nielsen.

However, Richmond Ice Cream argued that perception of the slump was artificially high because the previous summer was exceptionally hot. In any case, the firm claims to be confident because its own key brands lost just 0.5% of sales during 2004's damp and relatively cool July and August.

Richmond declared that it will now concentrate on what it considers the key to profitable ice cream manufacturing: all-year sales. It suggests the best way to achieve this is to have a 12-month stock plan encompassing a winter to summer range alongside multi-packs for the winter and singles over the summer.
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Title Annotation:ICE CREAM SCOOPS
Comment:Think year-round marketing, says UK's Richmond Ice Cream.(ICE CREAM SCOOPS)
Publication:Quick Frozen Foods International
Article Type:Brief Article
Geographic Code:4EUUK
Date:Apr 1, 2005
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