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new brand proposalice cream and frozen novelties
Christina Weekley
Focus Groups
Focus group 1: Focus group 2:December 2, 2015 at 4:00 pm December 4, 2015 at 5:00 pmNorlin Library Norlin LibraryModerator- Betsy Wiegand Moderator- Betsy WiegandLength of session- 25 minutes Length of session- 25 minutesCollege students College students6 participants 6 participants
Background
Stable brand
Good reputation
Trusted
Opportunity for a new product line
Target audience
Brand Positioning MatrixBrand/Product Target
DefinitionTarget Market
Competitive set
Benefit Reason Why
Brand Personality
Ben & Jerry’s Ice Cream
Millennials who are looking to experiment with variety
Young adults
Häagen-Dazs Satisfies taste buds
Packed with your favorite desserts
Relatable, witty, and unique
TalentiGelato
Adults looking to kick their feet up and relax with and indulgent treat
Adult with sophisticated taste (skewed female)
Ciao Bella, Gelato Fiasco, Palazzios
A feeling of sophistication
Beautiful packaging that catches the eyes of consumers
Stylish, smooth and poised
Nestlé DrumstickNovelty
Mothers who want to give their children treat and feel good about it
Moms and families
Popsicle, Klondike Bar
An inexpensive,on-the-go treat
Accessible and customized product packaging
Fun, friendly and traditional
Ciao BellaSorbet
Women looking for a light, dairy-free treat to share with friends
Adults, mostly women
Talenti, Häagen-Dazs
A satisfying experience
Exotic flavors to share with friends
Elegant, mature and exotic
Brand Segmentation Matrix
Sophisticated Casual
Mature
Youthful
Brand Segmentation Matrix
Sophisticated
Mature
Casual
Youthful
Brand Positioning Statement
To millennials who don't want to wait,
Häagen-Dazs is the brand of Frozen Desserts
that is light, airy, and convenient
because of the soft, easy to serve texture.
Place
Placed with all other Häagen-Dazs products
Current carriers of Häagen-Dazs
End of the isle
Eye level
OriginalWhipped
GelatoSorbet
Frozen Yogurt
Price
Maintenance of brand consistency
Regular wholesale price:
Promotion
Questions?
