The ice-cream industry has changed dramatically the last two decades. The target market used to be children between 5-17 years old. Nowadays such limitation doesn't exist. The "Scandal" products are mostly consumed by people between 15-35 years old. But this doesn't mean that the products are not consumed by younger or older people. Females show a preference to the "full chocolate" flavor while men don't have any obvious likeness.
             The "Scandal" is a strategic series for EVGA and is styled and packaged to capture older customers. And this has been achieved, without losing touch with the existing customer base.
             The products are generally found in Periptera, Bakeries and Mini markets, which sell around 5-20 units per day. They may not sale large quantities as Supermarkets, Cavas and Sweetshops do, where the sales increase up to 20-40 units per day, but the fact that they can be found everywhere makes them very profitable for the company.
             The products have a constant increase of the market share through mass selling. The promotion of the "Scandal" products is based on channel members. The products are given to wholesalers and with a big push from advertising they have created their own market, which always requests for more.
             The competition in the ice-cream industry is very high and keeps rising. It is not only a matter of quality but also of price. And will become even more competitive when foreign companies will enter the Greek market, with new products in lower prices.
             The main competitors for EVGA and the "Scandal" products are the Greek company DELTA with the "Nirvana" products and the Italian ALGIDA with "Carte d' or". These two companies have the biggest share in the Greek market. Furthermore, there are many smaller companies that are active in the market, such as KRI-KRI, NESTLE, HAAGEN DAAZ and TORRE. We should not forget the c...