Cornetto Retail Theatre Report
We understand that all team members have contributed equally and fairly Bethan Savory ............................................... Georgina Korrison ............................................... Talilla Henchoz ............................................... Rosie Kingston ............................................... 2
Harriet Dunn ............................................... 3
FASH30032
1. The Brief
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Critical Path Our Response
2. The Ice-cream Market
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2.1 Market Research 2.2 Cornetto as a snack?
3. Methodology
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3.1 The Brand 3.2 Snacks 3.3 Ice-cream 3.4 Competitors 3.5 Instore VM
4. The Consumers
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The On the Go Grabber The Midnight Muncher The Rare Indulger The After School Gorger
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5. Case Studies Stella Artois Coca-Cola Magnum Pod Starbucks Apple SNOG
6. VM Trends 7. The Big Idea
Contents 4
Bethan Savory
907 words
Georgina Korrison
910 words
8. Executions
Talilla Henchoz 912 Rosie Kingston 909 Harriet Dunn 912
words words words
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words
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7.1 A New Market for Cornetto 7.2 The Fear of Missing Out 7.3 Enjoy the Ride, Love the Ending
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8.1 The Cornetto Photoshoot 8.2 The Cornetto Snack Display Case 8.3 Instore Design 8.4 The Cornetto Sensory Simulator 8.5 The Interactive Bus Stop 8.6 Examples of Advertising 8.7 The Golden Ticket Competition 8.8 Social Media Pop ups 8.9 Ther Consumer Purchasing Journey
9. Conclusions
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The Brief
Critical Path Brief:
Response:
To reposition Cornetto into the snacking sector aimed at 16-25 years old consumers through a multi-sensory retail experience.
To create an interactive and sensorial strategy that will engage the consumer with the brand and extend their purchasing experience. We will carry out primary and secondary research on the following: the ice-cream market, Cornetto as a brand, the snacking market and Cornetto’s competitors. We will also need to develop a good understanding of our consumer and their requirement’s. This report will explore the ice-cream and snacking markets and successful retail sensory experiences to enable us to create a concept that will connect to our consumer.
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The Ice-cream Market
Market Trends
Declining Disposable Income The current economic recession has encouraged consumers to be more savvy with their buying habits. The rise in cost of commodities such as vanilla, cocoa and sugar has immediately affected the market.
Future Trends
Declining Purchase Frequency Due to consumers buying into more expensive premium products, they are buying less frequently.
The Two Person Home
Innovative Flavours Add Value
Studies have shown more people are choosing to live in smaller households meaning there is an increased demand for food to be sold in smaller quantities.
Brands will step away from flavours like vanilla and chocolate and start to explore more tropical tastes. Many will also collaborate with drink companies as can be seen in the example of Rubicon. Furthermore, alternatives will be offered to those with intolerances.
Premium Indulgence
Mini Packs
Although consumers have little money, they are choosing to treat themselves with more luxury products furthermore, not dining out has left consumers looking for alternative ways to make mealtimes enjoyable.
This allows brands to charge more per gram thus making more profit and consumers will enjoy the fewer calories.
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Market The Global Market Summary • • •
The value of the US market is the largest. Europe accounts for 40% of the global market” (Keynote report reference) Magnum has been most popular in the US despite only being released in 2011.
Market Leaders Mars Chocolate
Unilever
Yeo Valley
Market leaders in the UK Ice Cream market
General Mills UK Ltd
Fredericks Dairies Ltd R&R Ice Cream
Figure 1. ‘Market Leaders Infographic’, 2013 ‘own diagram’.
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Cornetto as a Snack?
Potential?
The most popular driver to ice cream consumption is ‘Treating’. Most people choose to eat ice cream on an occasion, seeing it as an indulgence. This also correlates to the growth in a health conscious society, suggesting that ‘light’ variants could help the category compete with healthier snacks such as fruit and yoghurt Fro-Yo increasingly popular due to the appealing ‘fat-free’ option. Sales of frozen yoghurt have soared 50 per cent, up from £4million to £6million. (Daily Mail 2012)
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Mintel research has shown that around a third of consumers purchase ice cream from an ice-cream van and a quarter from newsagents, suggesting that on-the-go consumption would be a strong selling opportunity for ice cream as a snack.
Top 3 statements when buying ice-cream people
TREAT
Mintel identified Cool Vending as a current consumer trend., Consequently resulting in vending machines becoming more sophisticated.
Consumer’s choice of snack
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Favourite
A majority of consumers tend to buy the same brand of ice cream and know before reaching the aisle what they are going to purchase. This emphasizes the importance of brand marketing out of store, before the purchasing decision. This highlights the need for Cornetto to market their brand effectively and engage the consumer through an attention grabbing campaign.
ate ice cream as a
However chocolate, crisps and fruit remain the most convenient options for consumers on an every day basis, for example as part of a meal deal.
The scale below shows the most popular snacks chosen by consumers. It is clear that ice cream is not considered a favoured snack, perhaps due to the healthier or more convenient options available.
Figure 2. ‘Consumer’s choice of snack’, 2013.
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Least Favourite
I tend to buy the same brand
Therefore a dynamic selling method to engage our target consumer would be a branded vending machine, offering on-the-go customers to purchase an ice cream without having to visit a retail outlet, already seen by Ben&Jerry’s This encourages ice cream to considered as a ‘snack’ to be experienced during any occasion.
I buy the brand on special offer I stock up when it’s on promotion I usually know what ice cream I want before the aisle
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Figure 3. Ben and Jerry’s bending machine, 2012.
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Methodology To gain a further understanding of the ice-cream and snacking market using primary and secondary research.
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3.1 The
Brand
The Aaker Model The Aaker model is a slight alternative to the Brand Identity Model, and it enables us to see Cornetto in a different light. We believe that ‘brand as a person’ is specifically important as it personifies the brand, and thus connects with the consumer on a more emotional level. These qualities need to be evident in our project.
The Brand Identity Model The Brand Identity model has enabled us to establish and identify the key characteristics of Cornetto. In particular, the cone shape which is the main feature that distinguishes them from other ice-cream brands. We need to make sure that this is carried through in our ideas. Humour and happiness are essential in Cornetto’s tone of voice and are reflected in their packaging and advertising. Figure 4. Brand Identity Model, 2013 ‘own diagram’.
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Figure 5. ‘Aaker Model’, 2013 ‘own diagram’
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3.2
Snacks What is Your Favourite Snack?
Figure 6., Favourite scack graph, 2013 ‘own graph’
We investigated which types of snacks our consumers favour. We asked twenty five people in our target consumer range and found out that the favourite type of snack was a chocolate bar with seven votes and crisps were the second favourite with only one less vote. This shows us that consumers enjoy both savoury and sweet snacks. The common thing about these two types of snacks is that they are easy to eat on the go and can be put in your bag and saved for later. The surprising thing that we learnt from this research is that four people voted for a sandwich which we thought consumers would consider as a meal, this showed us that consumers perhaps like a larger snack that will keep them satisfied for longer.
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An interesting point we have taken from these quotes is the idea that consumers like a sweet snack that also fills them up. Therefore, Cornetto have an advantage with their cone which allows consumers to stay fuller for longer compared to a purely sugary snack. A number of consumers said they would consider how healthy their snacks are and thought this was the most important factor when choosing a snack.
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Figure 8. ‘What makes you buy ice-cream’, 2013 ‘own diagram’
Hot Weather
What do you associate with Ice-cream?
Summer
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Our survey highlighted the key words and themes our consumers associate with ice-cream. It is important to note the top response ‘hot weather’ or lack of it, is one of the threats to the Ice-cream market.
What makes you buy Ice-cream?.
Treat Days out Figure 7. ‘Ice-cream Association’, 2013 ‘own diagram’
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Following our survey conducted of 25 people aged between 16-25, these results show what persuades them to buy ice -cream.
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3.3
Ice-cream Whats your favourite Ice-cream? Our survey also highlighted which of the following ice-creams were our target consumers favourite. The most popular answer was Twister. We believe this is because it has a fun brand identity (See Appendix) However, 25% of everyone asked chose Cornetto which shows that our consumers do have a connection with the brand.
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Figure 9. ‘What’s your favourite ice-cream’, 2013 ‘own diagram’.
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Figure 10. ‘Consumer’s Favourite’, 2013 ‘own photographs’
Interview with Ice-cream Van Owner This interview mainly highlighted that Cornetto is usually bought by adult consumers. Location is also important to consider and as discussed in the interview, where the ice cream van stops is defined by the whereabouts of the customer (in this case the van stops outside the Bonnington building on university campus because of the students). We should consider this point when thinking about Cornetto in terms of our VM idea and be sure to cater for the customer, positioning the product somewhere that is going to suit their needs. Figure 11. ‘Ice cream Van’, 2013 ‘own diagram’
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Interview with Ice-cream Kiosk From carrying out this interview we found that when buying ice cream, more people are aware about the calories and health related information in each product. However the younger consumer still opts for a cone rather than a tub, therefore implying that this consumer is less health conscious about ice cream products. When thinking about what we can take from this interview and incorporate into our own ideas, we should consider the health factors regarding ice cream and the way in which consumers buy – usually in groups of 2 or 3. Figure 12. ‘Ice-cream kiosk’, 2013 ‘own diagram’
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3.4
Ice-cream Brand Mini Snacks
Competitors
We researched other ice-cream brands who have taken their brand identity and applied them to the creation of new snacking products.
Snack Perceptual Map
Due to Cornetto moving themselves into the snacking sector, it is essential to look at other existing competitors who are already in this market. The brands in their quadrant (sweet and youthful) will be their main competitors, such as Mars and M&Ms. Mars are a diverse brand that offers ice-cream, a chocolate bar and a wide range of other snacks, such as Mars Planets. Cornetto needs to be aware of this as they prepare to launch into the snack market. Figure 13. Mini Snack mooboard, 2013 ‘own moodboard’
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3.5
Instore VM
Shopper Tracking Covert research was carried out in a nearby Tesco supermarket to gain a further understanding into the behavioural habits of the consumer in an in-store environment. Four people aged 16-25 were tracked as they journeyed throughout the store. An important pattern we noticed was that 3 out of the 4people tracked turned left when they entered the store. This is a common habit that experts in the field of merchandising have noticed. This could be due to the fact that we drive on the left hand side of the road, or that the lunch snacks were located in this area, as the research was taken during lunch hours. It was interesting to see that all 4 shoppers decided to walk around the back of the shop towards the till; possibly to avoid the busy entrance allowing them to shop with little distractions. In this particular store, sweet snacks are located opposite the tills and three of the consumers stopped at this point before reaching the till; impulse purchasing in action, something which every consumer can rarely avoid. This research has highlighted that as merchandisers, we need to think about situating the goods that we wish to sell first in the left hand side of the store. Another important location is close to the tills, which will be imperative for Cornetto as it enters the snacking market.
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Figure 14. Shopper tracking’, 2013 ‘own photographs’
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Store Observations Next we researched into how stores were currently displaying ice creams in store. We looked at their visual merchandising, advertising and sign-age. The four shops that we focused on were Tesco’s, Spar, Waitrose and Joe Delucci’s Gelato. Each one of the stores has a different target consumer and therefore we expected to see different approaches to the presentation of ice cream within each shop.
We were very surprised that within Spar, Waitrose and Tesco’s the presentation of ice creams was very similar. Simple freezers were used which were very dull and meant the customers had to rummage around. We were extremely impressed with the presentation used at Joe Delucci’s Gelato and we feel that supermarkets and shops could take elements of their display to make customers get excited about buying an ice cream. From this research we found out that stores need to use more colourful sign-age to attract customers to the product and need to make the process of getting the ice cream out of the freezer more exciting or easier.
Figure 15. Store Observations, 2013 ‘own diagram’
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The Consumer We have identified 4 different consumers based on their lifestyle. We focused on their 5 senses in order to correlate to our retail experience.
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Figure 16. ‘On the go grabber’, 2013 ‘own photographs’
The On the Go Grabber The On the Go Grabber is very driven and lives a busy life with university work filling up most of her day. This leaves little time for her to cook meals during the day and therefore has to grab snacks as she goes to and fro from university. She is very family-orientated and enjoys going on holidays and visiting home for a break.
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Figure 17. ‘The midnight Muncher’, 2013 ‘own photographs’
The Midnight Muncher The Midnight Muncher is a professional who works late in the day, and more often than not through the night. He cooks himself a meal before he goes to work and usually snacks either during or after his shift. Due to the nature of his job, he buys snacks to eat on the go looking for convenient foods to munch on during his breaks. On his days off he avoids snacking and instead prefers to cook a healthy, hearty meal to see him through the day
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Figure 18. ‘The rare indulger, 2013 ‘own photographs’
The Rare Indulger The Rare Indulger lives a very active and healthy lifestyle. She enjoys cooking nutritious meals and is conscious about maintaining her figure. Rarely snacking on unhealthy foods, she instead indulges in organic alternatives. She enjoys the more simple things in life, but occasionally treats herself as a break from her organised yet busy lifestyle.
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Figure 19. ‘After school Snacker’, 2013 ‘own photographs’
The After School Gorger The After School Gorger leads a social life. As they are still in school, they are keen snackers, basing their days around lots of different foods rather than 3 solid meals. Their activeness in sport also means they tend to gorge themselves on snacks in a short space of time before or after training.
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Case Studies We researched into a variety of brands that have successfully created an innovative experience for the consumer.
Stella Artois
WHO?
APPLICATION
Stella Artois- Experimental marketing
Creating excitement and anticipation around a brand through an event is something that is rarely seen in a saturated market. The use of experience and adventure using theatrics and bespoke elements could be used in our own project in order to create enthusiasm about the Cornetto brand. We could immerse customers into a ‘Cornetto world’ using themes such as fun and enjoyment, which are currently being promoted by the brand. Research largely supports our assumptions regarding experiential marketing in terms of relating to the consumer; “Traditional marketing views consumers as rational decisionmakers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences.”( Schmitt, B: 1999:online)
“Stella Artois celebrated the launch of its new premium lager, Stella Artois Black, by creating a unique immersive theatre experience, ‘The Night Chauffeur’ in partnership with Mother and acclaimed theatre director Felix Barrett. The production took passengers on an unforgettable journey in a classic Citroen DS; not only through the streets of London, but through time, and on an incredible adventure. Participants were plunged into the mysterious and intriguing world of ‘The Night Chauffeur’, filled with femme fatales, secret exchanges and unanswered questions. “(ANON:2010:online) (See Appendix)
SUCCESSFUL? The idea of experiential marketing and brand-consumer relationship isn’t something that is adopted by many brands today, and has come about in recent years; “In just a few years, immersion in a consumption experience has become a major theme in consumer behaviour literature” (Caru,A & Cova B:2007:online) The idea of an immersive production whereby customers could participate with events and partake in the mystery of the experience would be appealing to most people as suggested by Firat and Dholakia (1998,p.96) who stipulate “life is to be produced and created, in effect, constructed through multiple experiences in which the consumer immerses.” (Caru,A & Cova B:2007:online)
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CocaCola
WHO?
APPLICATION
Coca-Cola- the multi sensory brand
Martin Lindstrom (2005) suggests that consumer brand loyalty results from sensory perceptions of superior brand experience, leadership, and clarity. This is important to consider with Cornetto; we need our branding strategy ‘based on a sensory experience that has important implications in a consumer market characterised by individuals' emotions and experiences’. (Article in Journal of Business Research. Volume 56 Issue 11 November 2012 p.1534-1542)
The Coca-Cola mission is to refresh the world - in mind, body and spirit, inspire moments of optimism and to create value and make a difference everywhere they engage.. Their shared values are passion, integrity, collaboration, innovation and quality.
SUCCESSFUL? Coca-Cola is a brand that has multiple sensory characteristics therefore appeals and emotionally connects with a variety of consumers successfully. By delving deeper and looking at the product itself, all five senses have been thoughtfully considered; the curvy bottle for sight, the feel of the cool package, the sound created when opening and pouring Coke, and tasting its invigorating flavour. “The consistent use of the colours, Coke’s dynamic ribbon, Coke’s typography, and Coke’s logo have established an unmistakable clear image which has survived decades and is unmistakable to anyone who’s ever been exposed to the brand.” (Lindstorm, 2012:28)
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Magnum Pod
WHO?
APPLICATION
Magnum- A technological breakthrough
Through the use of a stimulation pod Cornetto could engage all the different senses. They could make a personalised experience for consumers which they can share with their friends and also share on social media sites.
Launched in 1989, Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Today, Magnum is one of the world’s leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams.
“ Sensory branding aims to stimulate your relationship with the brand. Sparks our interest, amps up our impulse purchasing behaviour and allows emotional response to dominate our rational thinking.” (Lindstrom, 2012:108)
SUCCESSFUL? Magnum created an Infinity Pleasure Pod that lets you see how your ice cream tastes. The Magnum Infinity Pleasure Pod is part of a promotion by the Magnum Ice Cream for their Magnum Infinity bars. The pod is a large, black sphere fitted with biosensors that detect heartbeat, swallowing, facial expression and skin tension. A visitor is given a free ice cream bar, which they eat inside the pod. There, the sensors collect readings and feed them into the digital software. This turns the data into a “Pleasure Portrait” of what the visitor is experiencing, which is projected on the inside of the pod. The personalisation of the experience is the huge attraction to the customers. As well as the pod Magnum also featured a ‘create your own’ Magnum ice cream station within the store where customers have a large selection of different chocolates and topping in which they could choose. They also get to see their personal style of ice cream created right in front of them.
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Starbucks
WHO?
APPLICATION
Starbucks- an emotional experience
We need to engage consumers in Cornetto through an emotional connection, such as memory links. Ice cream for most people is linked to an event or occasion; therefore we need to stimulate this cognitive process so consumers will want to purchase ice cream more often as a snack.
Starbucks insist their customers feel a sense of belonging in their stores which are described as a haven, a break from the worries outside and a place where you can meet friends. The Starbucks experience is about enjoyment at the speed of life.
SUCCESSFUL?
Similar to Starbucks, Cornetto needs to engage customers by tempting their emotional senses by something that they associate ice cream with.
“ Colours create clear associations in our minds and these same associations can’t help but benefit brands.” (Lindstrom, 2012: 52)
The brand has transformed the act of consuming coffee into both a sensory and emotional experience. The store interior is designed to connect with the consumer on a personal level. They use familiar aesthetics to entice the customers, such as the ‘homely’ front door, comfy armchairs and a playlist of chill jazz music. Hearmusic curates the playlists from Starbucks’ head office, providing the 9000 stores worldwide, meaning regardless of location, consumers share the same experience at Starbucks. The enticing tactic of roasting their beans in-house, creates the aroma of freshly ground coffee, further enhancing the authenticity of their trademark scent in store and creating a multi-sensorial experience.
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Apple
WHO?
APPLICATION
Apple- A Brand Experience
Cornetto needs to be a brand experience. It is vital that consumers make positive associations with the brand, and therefore purchase it as a means to be involved in this dynamic experience. The brand aesthetics and values need to be fluid and constant as a way to further strengthen the brand identity and sell Cornetto as a desirable product.
Apple were revoloutionary in 21st Century technology. They not only produced a coveted product but a coveted brand.
SUCCESSFUL?
“The more sensory touchpoints consumers can access when they’re thinking about buying a brand, the higher the number of sensory memories are activated, and the stronger the bonding between brand and consumer.” (Lindstrom, 2012:72)
Apple’s key advantage is Product Cohesion. Every Apple product is easily recognisableeven without a logo it is clear that it is part of a single brand. The strong visuals of the iconic shiny black accents and matte aluminium brands their products immediately, connecting with the consumer’s senses. However not only limited to the products, Apple concept stores allow consumers to ‘experience’ the brand through visual, tactile and audio features. This allows the brand to be sold as a concept whilst also creating an image of Apple as part of an advanced and state-of-the-art lifestyle.
“Most computers look fairly generic except the iMac. No matter which generation you’re referring to, you could smash the thing in any way and be left in no doubt that the fragments come together to comprimise an iMac.” (Lindstrom, 2012:53)
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SNOG
WHO?
APPLICATION
SNOG- An instore inspiration
Cornetto needs to take inspiration from SNOGs in store design. Everything about the retail environment encourages consumers in and persuades them to stay for longer and buy more. We could take inspiration from their cheeky tone of voice which is relatable to the target consumer.
SNOG tries to promote a positive feeling amongst its consumers by producing delicious ice-cream treats that follow healthy recipes in an in store extravaganza.
SUCCESSFUL? SNOG is a unique, innovative and evolving brand. They showcase inspiring graphic design, art, music and fashion. Stores are a complete sensory experience that allows consumers to create their own versions of the product. SNOG’s tone of voice is ingeniously tounge in cheek, attracting a young, trendy audience with their posters emblazoned with “I like Snogging better than ice-cream”.
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VM Trends We took inspiration from a number of interiors; specifically Snog’s engaging retail space.
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Cornetto VM Inspiration
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The Big Idea
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7.1
A New Market for Cornetto Currently Cornetto is positioned as a more of an indulgent and mature brand. It is an ice cream someone with slightly more to spend would purchase, who wants to indulge in a treat. However we need to reposition Cornetto as more youthful, snacking brand in order to target the 16-24 year old and the on-the-go consumers. The map shows Cornetto’s competitors in the ice-cream market, and the brands that have expanded into the snacking sector.
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7.2
7.3
‘The Fear of Missing Out’
‘Enjoy the Ride, Love the Ending’
Our Big Idea is ‘The Fear of Missing Out’.
Cornetto’s current Creative Idea is ‘Enjoy the ride, love the ending’. We feel this directly correlates and compliments our Big Idea. ‘Enjoy the ride’ refers to the consumer’s experiences and the idea of snacking ‘on-the-go’, which links with movement and journeys. We have adapted and implemented this in all three of our executions. As well as looking at present experiences, we are also drawing on our consumer’s past memories. We want to tap into their emotional associations with Cornetto. ‘Love the ending’ refers to our post-purchase strategy, involving social media and competition opportunities.
One of the key points we gathered from our research was that our consumer’s lives are getting faster. They are living in a digital age where technology allows them to have everything they want at their fingertips. Our consumer lives in a society that requires them to be kept ‘in the loop’ and expect instant gratification. From this, we have identified a strong fear in our consumer, the fear of missing out. This notion has led us to create an interactive strategy that allows our target consumer to purchase Cornetto as a snack and to consume as part of their fast-paced lifestyle. Through analysing Cornetto’s brand image, we understood that it needed to be a fun, youthful and a dynamic experience. Based on our Big Idea, we have drawn up three leading executions that will ensure our consumer journey is more enjoyable and memorable. We have produced an advertising campaign, an in-store design and pop-up simulator so that the consumer will not miss out on the new Cornetto experience
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Executions
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8.1
The Cornetto Photo-shoot We have taken inspiration from photographer Tadas Cerniauskas who has created a series of portraits entitled ‘The Blow Job’ (see Appendix). We feel that these images are particularly relevant in regards to our photo-shoot idea. The distorted faces are humorous and energetic; two factors that are specifically important to portray in our shoot. The purpose of the photo-shoot is to further enhance the idea of eating a snack on the go. We wanted to play on the idea that ice-cream itself could not be eaten on the move, whereas the new snack product can easily fit into our consumer’s busy lifestyle.
Figure 21. The Blow Job, 2012 by Tadas Cerniauskas
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Figure 22. ‘Photoshoot Creative Process, 2013 ‘own diagram’
PHOTOSHOOT: CREATIVE PROCESS
SNACKING LOCATION
NEW DIGITAL AGE:
AIM: To reposition Cornetto as a snack
FOMO (fear of missing out)
Life is getting faster Expect instant result
Moving + Snacking Car journeys Shopping
CREATE CONVERSATION
Youth culture need to be constantly kept in the loop
THE BIG CREATIVE IDEA:
EXECUTION Engage consumers Interactive element
SNACK CULTURE
Enjoy the Ride, Love the Ending
EXPERIENCE SEEKERS Living in the moment Requires constant stimulation
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On-the-go consumers Snacking convenience
BRAND HUMOUR Cornetto’s fun, youthful personality (refer to Brand Identity Model) Photographer inspiration: Tadas Cerniauskas
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Figure 23. ‘Photoshoot’, 2013 ‘own photograph’
The Promotional Poster This font was chosen because it suits Cornetto’s aesthetic, its youthful and humorous nature is suitable for our target consumer.
The scene is set within a moving car to represent a fast paced lifetsyle and journey thus coining the phrase ‘Life in the Fast Lane’.
We used an ice-cream as an intentional juxtaposition to the snack, its malfunction adds humour but also sells the snacking range as a more appropriate alternative.
The ‘splodge’ is used to re-iterate the problems that could occur with eating ice-cream ‘on the go’.
The tone of voice supports Cornetto’s light hearted brand identity. “Introducing” suggests something fresh and new which is important to our consumer.
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8.2
The Cornetto Snack Display Case To engage the consumer in the Cornetto snack product we have created an in-store display cone. The snacks will be positioned on a rotating conveyor belt to provoke a quick consumer decision generated by ‘Fear of Missing Out’. This will also be strengthened by the fact they there will only be a limited amount of snacks displayed at one time, as well as ‘Golden Ticket’ competition. This game-like element encourages the idea of ‘grab and go’ consumption. To tap into the customers’ nostalgia and to draw attention of fellow shoppers, a sensor will be triggered every time a product is removed from the cone, consequently playing the familiar ice cream van tune.
Figure 24 ‘Cornetto Display Case’, 2013 ‘own graphic’
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8.3
Instore Design Initially the display cone will be placed into all leading supermarkets, positioned in the prime snacking location, near the till. The ice-cream splodge graphic, will be translated from our photoshoot into the visual merchandising. Placed on the floor of the supermarket it will direct the consumer from the store entrance to the display case, thus maintaining our fun approach.
Figure 25. ‘Instore Mock-up’, 2013 ‘own graphics’
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“We experience practically our entire understanding of the world via our senses. They link to our memory; they tap into our emotions, past and present.” (Lindstrom, 2012: 13)
8.4
The Cornetto Sensory Simulator We have created a multi-sensorial interactive experience in the form a pop up ice-cream simulator. When the consumer enters the simulator they can select one of three memorable experiences associated with ice-cream. The three options are: theme park, the beach and a park. This will then activate interactive elements according to the experience chosen. For example if the consumer chooses the beach memory they will be visual transported to the location to be met with the sound of the waves, the smell of the sea, warmth of the sun and occasionally a surprise splash of water. A camera will record their reactions to the experience and the video will be uploaded to the Cornetto Facebook page where they can tag themselves and share with friends. Each location will provide the consumer with a customised flavour of the Cornetto ice-cream as they exit the simulator.
Figure 26. ‘Simulator mock-up’, 2013 ‘own graphic
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8.5
The Interactive Bus Stop “Touch Ware Gaming = transform any game intop a multi-sensory experience by engaging your sense of touch”(Lindstrom, 2012:151) We wanted to incorporate sensory branding into our campaign, continuing with the humorous, tongue-in-cheek style of our advertisement. Progressing our ‘Big Idea’ of on-the-go consuming we decided to create an interactive game placed at bus stops to target commuters; to promote and position Cornetto as a snack. We created the concept of a ‘Face Warp’ game as a strategy to engage the consumer, allowing them to be part of the campaign and strengthen brand-consumer rapport. The figures above illustrate the process of the interactive concept. Commuters are encouraged to approach the screen, insert their face into the blank space in order to capture themselves digitally. They can then use the ‘warp-ometer’ to distort the image to create a humorous personal version. They can then share their image across a variety of social media platforms, which will be entered into a voting competition for the Funniest Face, winning a weekend ticket at Creamfields festival 2013.
Figure 27. ‘Interactive Bus stop’, 2013 ‘own graphic’
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8.6
Examples of Advertising
To target our on-the-go consumers we have placed the advertisements in locations that will engage those on the move. London Tube escalator advertisements will have a revolving screen element, to feature all the images created by the ‘Face Warp’ game from the interactive bus stops. This will allow consumers to be part of the Cornetto ‘Snacking in the Fast Lane’ campaign.
Figure 28. ‘Poster Adaptations’, 2013 ‘own graphics’
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“Rituals should also carry with them a built in reward system. Talking about an experience that’s pleasurable enough to repeat over and over again.” (Lindstrom, 2012:138)
8.7
The Golden Ticket Competition Our research showed us that consumers like the chance to win something when they interact with a product. (See Appendix). So following on from the ‘Face Warp’ competition, we have introduced another competition to find ‘The Golden Ticket’. The ‘Golden Ticket’ competition will be promoted online through various social media platforms. The ‘Golden Ticket’ will be found on the inside of special Cornetto snacks. If the consumer finds the ‘Golden Ticket’, then they have also won a weekend ticket to Creamfields festival. We choose Creamfields festival as the prize because it is keeping with the big creative idea which is ‘Enjoy the Ride, Love the Ending’. The prize is representative of the ending the consumer can love. The prize needed to allow the consumer to win an experience and not just a product. Creamfields Festival is an experience that our consumer will not want to miss out on, thus supporting our Big idea but also, the festival is age appropriate for our target consumer. The competition allows the consumer to have the chance of winning a coveted prize just by purchasing the Cornetto snack; they will feel they have been rewarded for being a Cornetto consumer. Figure 29. ‘The Golden Ticket’, 2013 ‘own graphics’
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8.9
Social Media Pop-Up’s Figure 30. ‘Social media pop-up’ , 2013 ‘own graphic’
The Consumer Purchasing Journey
Pre:
During:
The ‘Golden Ticket competition will be promoted through various social media platforms including Facebook and Twitter. The splodge graphic will act as a screen pop up which will appear every time the user enters the Cornetto page, thus raising awareness of the competition.
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Post:
Our three executions can be subdivided into Pre, During and Post purchase categories. The photoshoot advertisements will be used as a promotional tool to raise awareness of the new snacking product. The face warp is an interactive extension to the photoshoot, which will allow the consumer to connect with the brand, building a relationship between the target demographic and Cornetto pre-purchase. Direct marketing through Cornetto’s social platforms will inform consumers of the Golden Ticket competition, providing information to direct them in store and motivate purchase.
The pop-up simulator will create a talking point and increase awareness of the brand. It creates a sensory experience for consumers that is memorable and that they can share with friends. The in store cone display case will showcase the new product in an innovative way, helping it to stand out against competitors. Ice cream splodge graphics will further direct consumers to the products stand out location.
Both competitions, the ‘Face Warp’ game and the hidden ‘Golden Tickets’ will allow consumers to stay connected with the brand post purchase. During the campaign, videos from the simulator and the interactive ‘Face Warp’ give consumers the chance to share their experiences of Cornetto with their peers, through social media platforms.
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Conclusion
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We have created a retail experience that has explored all five senses to fully engage the target consumer in Cornetto’s new brand positioning. Our primary and secondary research has explored Cornetto’s consumer’s desires and requirements and our creative approach has met these appropriately. We believe this campaign will be successful and has the potential to help Cornetto continue to develop as an international brand. The ‘Fear of Missing Out’ is going to continue to be a relevant issue with society developing at such a fast, technological pace, specifically amongst the target demographic. Therefore our executions could be progressed in the future to keep up with our consumers continuously changing needs. For example, the Sensory Simulator could be expanded through moving it to a variety of locations and adding more options to its experience. The Cornetto Snack Display Case can also be developed if proving successful. It could be placed in other retail environments, for example Boots allowing a wider range of consumers to access it. Our executions have the capacity to re-engage the 16-25 years old consumer with Cornetto using fun and interactive experiences.
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