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MKTG1203 Ice Cream
Transcript of MKTG1203 Ice Cream
Concept Core Product A cold, satisfying snack or dessert Expected Product High volume, they come in 2L
or 4L tubs.
Cold for the Australian summer Augmented Product Additional "Overload" Flavours
97% fat free and "no added sugar"
options with heart foundation approval Potential Product Creamier Texture
Easier-to-scoop ice cream Background -Established 1907
-Sold by Nestlé to Pacific Equity Partners last year
-One of Australia's leading ice cream producers Branding -Colourful, eye catching logo
-High level of brand awareness due
to its time in the marketplace.
-High level of brand loyalty.
-largely associated with a quality
product at a reasonable price.
-Also associated with the Australian
summer. Positioning The Peter's brand is largely positioned towards:
-Average middle class families.
-Those who desire reasonable value
for money. Communication -Early on Peter's used to advertise extensively.
-Through the years, as the brand achieved "mature" status, advertising decreased.
-The modern Peter's brand now communicates largely through signage on freezers and tub artwork. Position in the product lifecycle Background First established in 1910 Australian family owned and has
been run by the same three families
for five generations Among the leaders in Australia’s
dairy products market Branding Background -Established less than 30 years ago under Woolworths
-Only recently expanded to include ice-cream
-Niche brand Total Product
Concept Augmented Product Potential Product No augmented product
Woolworth’s Everyday Rewards Card Incorporates first place ribbon in logo to encourage associations with high quality High brand awareness and loyalty as a result of being a part of the ice cream market place for over 100 years High level of percieved quality, reflected in results of market research Positioning positioned as a family business positioned as a restaurant quality brand positions itself on the basis of usage occasions, through introduction of new flip-top lid Communication Focuses on the behavioural stage of Communication hierarchy model Total Product Concept Branding Positioning Augmented product 98% fat free and 25% less sugar vanilla ice cream alternative Potential Product More variety of flavours Recommendation The brand in question: Communication -Plain and simple logo
-Low level of brand awareness
-Low level of brand loyalty
-Largely associated with saving money Homebrand is largely positioned towards:
-Low-income households Issues with this brand -Distinct lack of promotion
-Lack of branding
-Very little brand awareness
-Low degree of brand equity Packaging Bulla Peter's -Advertising is virtually non-existent
-Achieved through positive experiences of other Homebrand products Home Brand Alternatives Promotion: Personal Selling Example Uses family Branding Positioning Puts emphasis on the fact that it is an Australian, family owned brand Positions itself as a high quality brand positioning through associating itself
with particular usage occasions Larger variety of flavours