ASHLEY DEAN, LOTTIE COOPER, JESS HAYNES AND LAURIE WISLON
1
We can confirm that this report has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project : WORD COUNT
Jess Haynes
1085
Ashley Dean
1054
Laurie Wilson
1072
Lottie Cooper
1088
Total word count : 4298
CONETENTS (CONTENTS) Introduction
4-5
Team manifesto
6
Critical path
6
Johari window
7
Methodology and research
8-9
The snack market
10-11
Trends in market
11-12
Primary research
13-14
Questionnaire
15-17
Consumer profile
18-20
Ethnographic
21
Where does Cornetto fit into the market
22-23
Our Ideas
24-31
Photoshoot
32-36
PR - communications strategy
37
Conclusion and projections
38-39
Appendix Bibliography
40-61 62-65
WHATS THE CONE GOING TO TASTE LIKE?? (INTRODUCTION)
Writing Laurie, layout Ashley
Within this project we have aimed to create an innovative retail idea that engages the consumer before, during and after their Cornetto purchase. We are going to explore how to make the experience of the purchase last longer, through various techniques such as visual display, sensory branding and creating noise on social media sites. Cornetto’s cheerful outgoing personality is something we have highly considered; we want to push the brand into a recognisable snack, which appeals to the youthful UK market, using emotion that is already attached to the Cornetto brand. Cornetto has already given us a helping hand and taken the first steps towards this new brand image, with recently creating a new-look campaign, introducing the catchy slogan of ‘Enjoy the ride, love the ending”. We now want to take these little steps a lot further, building on the new brand image. By creating loyal friendships with our exciting consumer and creating ideas a new journey can be followed, which is worth sharing and talking about.
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WHAT’S YOUR FLAVOUR?
Writing Ashley, layout Ashley
(TEAM MANIFESTO)
To begin Our Cornetto Journey we examined how we would approach working together. By stating our aims as a team we were able to ensure that we worked efficiently and completed our work to a high standard. We agreed to: * Attend regular team meetings to listen and discuss ideas and work * Contribute and converse about ideas and meeting times over our Facebook group and blog * To be considerate of others whilst always giving our honest opinions and take forward ideas that the whole group like and support * Keep ideas broad and interesting, bold and inventive * Stick to deadlines set by us as a team * Work hard, take pride and maintain high standards
CRITICAL PATH
JESS
Known to all – organized, quiet, smiley, polite, hard-working
Known to others – like to work ahead of schedule, gets stressed when there isn’t a plan
Known to others- perfectionist, ambitious, control freak
Known only to you – Makes lists, interested in theory around the topic, store visuals, works well alone at home where it is quiet
Known to only you- never feel like I’m good enough, doubt my ability, lists everything Unknown – I worry about every single detail and over think everything
Known to all- Organized, Strength in presenting, Friendly, Approachable
Known to all- Enjoy to keep meetings sociable, Friendly, Approachable, Chilled, Works well under pressure
Know others but not to you - Very welcoming and involves everyone in the group, Hardworker, Panics about getting the work finished and making sure it is a high standard
Know to you but not others- Like to make lists of what needs to be done, so I can make a plan on how to time manage my work, Learn from my mistakes, Care about people and show it directly
Known only to you - Can be a worrier , Needs to write lists so that I can organize my time well and make sure I complete my tasks, Have a part time job at jack wills – not available on Wednesdays, Struggles with the written work, Takes things to heart Unknown • Has a strength in presenting and visual layout • Still unsure on where the future will take her
Known only to you- I am quite shy, Like to work by myself as that way I can get work done quickly, Doubts my work a lot Unknown- Not very good on programme’s like Illustrator, prefer the writing element of tasks, Not sure what I want to do in the future
LOTTIE 7
ASHLEY
Know to all – friendly, smiley, wants to help others
Unknown – Doesn’t know a direct path for the future and dislikes not having a plan
LAURIE
JOHARI WINDOW
METHODOLOGY AND RESEARCH
Methology Ashley, Future Lab Lottie, layout Ashley
METHODOLOGY
Unilever have decided with the help of Carter Wong to redraw and reevaluate the Cornetto brand for the first time in Cornetto’s 50-year history. They are striving to capture a younger audience, aiming the design and brand ethos toward the 16-25 year old market. Unilever ‘aim to give the brand a more youthful appeal, particularly in the UK where it has a strong older following [with] nostalgia for snacks of their youth’ (Marketing Week, 2013, Online) To gain more insight into the target age market for the ‘new’ Cornetto we felt we needed to better understand the consumer. This includes exploring their purchase decision journey, their likes/dislikes, daily activities, current snacking habits, what captures their attention and the reasons they have for purchasing ice cream or snacks. We will aim to uncover this information by carrying out detailed surveys, focus groups, ethnographic research, market research into current trends, secondary market research and consumer analysis. This information will help us formulate and determine how best to engage the target consumer before, during and after their Cornetto experience. ‘Mintel estimates that there are 6 billion child-related snack occasions a year’ (Snacking Market UK, 2007, Mintel) so we know there is a market for Cornetto to break into, we just need to find the best way to achieve this goal through consumer insights.
The Future Laboratory Attending The Future Laboratory with LS:N Global on ‘Strange days’ was extremely insightful to see how our current world is changing with the different generations and technology now being available to us. Like the song from John Lennon ‘Nobody Told Me’ perhaps when Lennon wrote the song he sensed that the world was going to change at a dramatic pace and was going to transform and become a new revolution, what once was considered science-fiction is now the reality we live in. This talk was extremely important in terms of how we thought of approaching Cornettos brief. We wanted to know what brands were doing trend wise and with generation I being at the forefront of brands minds, they are expecting everything to be immediate, interactive, immersive and intuitive (Martin Raymond, 2013, The Trend Briefing: Strange Days) We wanted to incorporate this within Cornetto, bringing a collaborative element, making sure the consumer would follow an experience with the brand before, middle and after. 9
ONE SCOOP AT A TIME (THE SNACK MARKET)
‘Treating is the most popular driver to consumption’ Mintel (2012)
Writing Lottie, layout Ashley
To begin our research we wanted to find what trends were currently in the market for the ice-cream industry. For the UK market, a lot of buying ice-creams comes from the weather dependency, with this falling short of us we need to find ways that will influence people to want to buy ice-creams as a snack rather than a “cool down” notion, meaning we have to find key trends within the ice-cream industry to help boost sales. The ice cream category posted 9% current value growth in 2012, which represents an improvement over the performance seen in 2011 Euromonitor (2013) this comes from brands now relying on heavy advertising and being innovative – companies like magnum with their infinity ice-cream and Cornetto Enigma is a classic example of this being shown. This innovation of ice cream seems to be the driving force behind people wanting to purchase one. Companies want to aim at the premium segments, as indulgence remains a key customer trend. The compound annual growth rate in volume of sales is expected to grow by 2% by 2017 Euromonitor (2013) – thus making it show that ice cream is still selling, emerging markets seem to be the power behind this as they are increasing ice cream sales by 10.4% a year Euromonitor (2012). Purchasing ice-creams has become a lot more common to now purchase at a kiosk, rather than a ice-cream van, in a recent survey more than nine in ten buy ice cream from a supermarket Mintel (2012), this shows that this is where you should be targeting at to introduce ice cream as snacks. Flavour is the key to consumers repeating purchases and is the main factor for people wanting to repurchase with 94% of their decision being based solely on the flavor Mintel (2012), favorite flavors include Chocolate, Vanilla and Strawberry. ‘After flavor it comes down to the price of the product, 83% of consumer say is the key factor in a consumer’s decision on whether to purchase…Price is more important than brand, quality and health information which makes it difficult for brands to break away from a price promotion strategy, but does give private label products a major opportunity for growth.” Frank in Mintel (2012)
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Writing Ashley, layout Ashley
Cornetto is changing; ‘Unilever is to extend its flagship ice-cream range into snacks in 2014 to establish it as a year-round brand’ (Marketing Week, Sebastian Joseph, 2013). As the iconic brand is broadening its reach to include snacking products it is vital we look into which snacks already monopolize the market. The snacking market is growing steadily per year, with 2011 seeing a ‘7.1% growth’ in retail selling. Our research suggests that this strong growth in snacking popularity within the UK is due to: * More adults taking packed lunches to work to save money * People buying sharing packs to consume when staying in at home for ‘nights-in’ Chocolate and crisps/bagged snacks are the most popular items to be eaten between meals when on the go according to The Mintel 2012 Consumer Snacking Report. The small, durable and light snacks like Mars Bars, Dairy Milk, Walkers Crisps and Maltesers are easily transportable and convenient to consume, contributing to their popularity on the go. The report also states that chocolate and salty snacks are the most popular for stationary consumption. This fact highlights this type of snacks ability to deliver not solely on portability and convenience, but also on enjoyment and cost control. As Cornetto have created a variety of ice cream based and non-ice cream based snacks ranging from variety packs to single small snacks the brand can successfully cover these key popular areas within the UK snack market.
Fig 1
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PRIMARY RESEARCH
Fig 2
When thinking about researching into the snack and ice cream market, we have looked around at what other stores in the area of Nottingham and London were doing. By doing this we were able to build an idea at what Cornetto are currently doing and how they can take inspiration for their branching into snacks. We have found particular interest within the Snog store and Bubblology in London. The key element with them that makes them so popular was the experience factor. Customers are able to get a one off experience within a fun environment. By using lighting they can create different moods / atmospheres, and have used the idea of selling ice cream / drinks as a social place for interaction / chill out. The stores were dominated by people in the 16-25 age range – spending money on socialising. Scientific experimentation is the focus for Bubblology, even with the creators dressing up as scientists creating the one off drinks, as though the consumer has a say in the making. This is also something that was mentioned in the Future Laboratory with consumers taking part more and more. With the experience taking over, people will come back.
15 Ashley Writing Jess, layout
QUESTIONAIRE We created a questionnaire to gather information to help us better understand out consumer. We were able to collect 52 results, participants where between the ages of 16-25 and of both sexes. They were able to reveal what they liked in brands, as well as when and why they consumed snacks. (see full survey in appendix) Cornetto proved to evoke childhood memories, as well as remind consumers of times when they are with their friends having fun. A common point brought to our attention by the survey was the consumer’s fondness of ripping of the Cornetto wrapper and licking the lid alongside how it thought of as a classic and quality brand. This research has showed us what people truly think about the brand. It has showed us that Cornetto does mesh well with the 16-25 year old age bracket and that people in this consumer group would be interested in consuming Cornetto products as a snack. When asked which other brands our target market liked and respected they replied with : Ben and Jerry’s, Kitkat and Redbull. From this information we created case studies around these products to see why the worked s well with are desired consumer (see appendix).
other When asked about their views on Cornetto our consumers said they thought the brand was :
“classic”
44%
“happy/fun” 40%
“amazing” “sweet”
Fig3
16%
“young/carefree”
“reminded them of summer”
How do our consumers eat their icecream ?
Writing Ashley, graphics and layout Ashley
What are your favourite icecreams ?
Fig 4
petrol station corner shop
How many times a year to you consume icecream ?
ne ve r
ov e
6 -1 16
&
ab
11
1-
5
restaurant /icecream shop
611
icecream van
Fig 5
Fig 6 supermarket Where do you purchase your icecream from ?
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Writing Jess, graphics and layout Ashley
THE CONESUMER We then approached four people within our target audience to create our consumer profiles. We have decided on two female and two male to see if interests differ, and there were similarities across all participants. By doing this we were able to collate information to gain insight and build a relationship with them – something which we see important within the Cornetto brand. Looking at the results, consumers were obviously very into technology, Facebook providing a central platform for all. Asking them about their favourite smells and sounds provided us with an idea which we could later use as a promotional idea for the snack range. Their tastes and smells were all within Cornetto reach, fruity flavours and chocolate proving popular. By applying this information to the next stage of development we can then clearly see who we will be aiming at. We also intend to relay our ideas to them at a later stage. By doing this we will have a real life insight into the consumer, and strong primary research together with our survey of fifty two people.
Phone brand – iPhone Favourite drink – Coffee Favourite food – Steak and chips, Nandos What is their favourite ice cream – Strawberry What is your favourite taste – Cherry What is your favourite smell – Grass What is your favourite sound – Rain (see the entire profile in the appendix)
Fig 7
Rose, 21
James, 23 Fig 8
Phone brand - iPhone Top sites on my laptop - Facebook Favourite drink – Mountain Dew Favourite food – Steak What is their favourite ice cream – Cookie dough What is your favourite taste - Chocolate What is your favourite smell – Sweet perfume What is your favourite sound – Birds (see the entire profile in the appendix)
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Phone brand - iPhone Favourite drink – Mountain Dew Favourite food – Steak What is their favourite ice cream – Cookie dough What is your favourite taste - Chocolate What is your favourite smell – Sweet perfume What is your favourite sound – Birds (see the entire profile in the appendix)
Fig 9
Jack, 17
Megan, 16
Phone brand - Blackberry Favourite drink – Fanta fruit twist Favourite food – KFC, sausages, chips, burgers, curry, kebab What is their favourite ice cream – Strawberry What is your favourite taste - Caramel What is your favourite smell – Vanilla What is your favourite sound – Wind (see the entire profile in the appendix)
Fig 10
ETHNOGRAPHIC RESEARCH
Fig 11
Writing Ashley, graphics and layout Ashley
W carried out some ethnographics research to see how Cornetto would fit into our target consumers everyday life, if they consumed Cornetto as a snack. We found that our consumers enjoy hanging out with friends, working, snacking on ceral, sweets and energy drinks and taking part in active hobbies.
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Writing Ashley, graphics and layout Ashley
WHERE IS CORNETTO ? Due to the fact that there is a vast array of different snacks within the ever-growing snack market, Cornetto need to make sure they stand out and capture their target audience before, during and after purchase. Cornetto are focusing on appealing to the Generation Y age group. This generation have been brought up and are comfortable with technology, they are optimistic, often called the slash slash generation, they are self motivated and are willing to experience many different things. Cornetto’s key age group being 16-25 encompasses a large sector of the Generation Y age band so when choosing the perfect place in the market for their products to sit they will have to consider how the Generation Y’s relate, connect and react with brands, products and marketing campaigns. By creating a perceptual map we are able to see where Cornetto can fit into the market and how it can appeal to the target age range. By segmenting into four categories we are able to see the competition and where we want Cornetto to be. Brands with low love low respect are seen in the bottom left, bottom right are brands with high love low respect - the fads, and the most competition is the top left, high quality strong brands, but are they loved and respected? We are pitching Cornetto to be in the top right category – as a brand you care about, respect and love. The bands on the perceptual map proved themselves to be main competitors to Cornetto. We established this from our research, where we asked members of the Generation Y age band ‘what are your favourite snacks?’.
Fig 12
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OUR IDEAS
Writing Laurie, layout Ashley
Cornetto Creative Idea Cornetto’s got a Strategy To try and appeal to Cornetto’s new designed youthful target audience of 16-24 year olds, through interactive and innovative techniques. To also create a strong stance and loyal following in the competitive and every growing snack market. The Big Cone Idea So how are we going to achieve this? Recently the senior brand development manager, Ben Curtis explained to marketing weekly that Cornetto was trying to return to its essence and incorporate a relationship with teenagers through a emotion which everyone knows, understand and simply wants; Love. We feel this is a great idea, and has more scope to develop further. We want to persuade our target audience that you can create your own love and friendship stories with the helping hand of Cornetto and not have to wait. We aim to create a sharing community where our consumers can attend Cornetto events, win privileges, be creative, share experience, explore, travel and most of all create long lasting memories which will stay with them forever. Now to get creative The cornettos got love. We have created various executions which we feel will successfully appeal to our youthful and exciting consumer. These creative executions allow Cornetto to be present and share an experience with our consumer, promoting the feelings of happiness and love. Being present and creating touch points with our consumer in different moments of their lives will allow the brand to sustain a constant brand message, which will in turn reinforce the overall message of helping create love stories. 25
Writing Laurie, layout Ashley
PROMOTERS OF THE CONE
The Cornetto Representatives From our case study research we discovered a brand which our consumer regularly interacts with is Red Bull, which can be seen within our appendix. In our research consumers described the brand as exciting and being involved in a number of aspects of their life from sport to partying. We have taken inspiration from a number of their techniques and want to incorporate them into our own campaign. Firstly we are going to employ a number of university students and give them the opportunity to be Cornetto representatives. They will be responsible for a number of duties, which are displayed as follows;
Promoting and sharing the love of Cornetto Informing students on Cornetto’s latest promotions and competitions Driving the sponsored Cornetto sensory campers around campus Making sure Cornetto snacks are supplied at university sports events and private parties Managing the Cornetto fresher’s stand
This will create a number of important touch points with our consumer when they are experiencing happiness. LS:N Global argues that consumers are turning towards brands and environments which make them feel good and promote happiness, a statement which we feel is important to Cornetto. By being present in different situations in our consumers life we aim to remind them that Cornetto is there supporting them, by helping them to create their own love and friendship stories and memories.
LICK THE LID
Writing Laurie, layout and graphics Ashley
Fig 13 From our primary research we discovered that consumers preferred when Cornettos had the paper lid, which they could rip off and lick the remaining ice cream of the wrapper. It reminded them of their childhood and created feelings of nostalgia and fun memories with friends. We wanted to incorporate this action into our campaign, therefore we have developed an interactive competition, and the idea of the Cornetto Golden Ticket Competition began. Our new snack range Cornetto cones will contain a “golden ticket” for a limited time, which can only be revealed once the Cornetto is ripped open and the cream of the lid is licked off. The lucky winners will receive the opportunity to win a get away for two, other prizes including tickets to an exclusive Cornetto party, MTV Music award, and also items such as t-shirts and mugs. This competition will create excitement and buzz when consumers purchase one of the new snack Cornetto’s, creating a vital moment in the consumer decision journey, and memories. 27
ICE CREAM VAN By creating a multidimensional emotional engagement, our aim is to entice the consumer to be a ‘Prosumer’ as mentioned in the previous LS:N Global talk – part consumer part producer. By actively engaging them they will have a two way communication with Cornetto and create a collaborating experience as well as conversation. By using our bright pink VW camper, and touring university campuses, we have inside created a one off ‘Click and Lick’ photo booth where the consumer will enter the booth in the van, take a photo with the new Cornetto product, which will then instantly be given back on a print. This will begin their journey, creating ‘Cornetto Memories’ from the start. We decided to use the photo booth as Facebook provided the central platform, as shown within our consumer profiles. What do people do on this? Share photos and memories, which is what makes it so popular with our target audience. Lindstom (2000, p.72) states that ‘The higher the number of sensory memories activated, the stronger the bonding between brand and consumer.’ By engaging our new consumers in this and teamed together with Lusensky’s idea of using ‘Emotion, experience, engagement and exclusivity’ (Lusensky: 2011) the platform for our idea will help us to create a friendship bond, turning the consumer into a fan of the brand. In return we hope that they will want and need to experience Cornetto again, as well as turning them into strong brand advocates and believers.
Writing Jess, layout and graphics Ashley
Fig 14
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Fig 15
By using lifestyle branding, Cornetto can share values, beliefs and aspirations with the buyers, again working on that underlying friendship. We have noticed within our research that there is a gap in the market for a brand that has a reliable friendship with a respected brand. Considering the values of love, friendship, sharing and memories which have been dominant within the new branding ethos, which also helps back up our idea. Focusing on this we want to engage, encourage and respect them in return. Once they have created this memory, they will then be directed to our ‘Smell Funnels’ on the back of the camper. These will be digitally linked where different smells can be pumped out, which will then create engagement and evoke emotion. Once our detectors have determined their favourite smells, the screen will then tell them the snack that is most suited for them and explain our competition. Pop up booths will also be available within chosen cities.
Writing Jess, layout and graphics Ashley
Schmitt (2000, p30) raises the understanding that ‘Brands are not just identifiers. Brands are the first and foremost providers of experience.’ By working under this idea we hope that our experience will spark the desire for our 16-25 age range to get involved. We have researched further into this, and found that the idea of creating our brand into a lovemark is something that we should direct towards. Kevin Roberts CEO for Saatchi & Saatchi says ‘Lovemarks are owned by the people who love them, built on respect and love, they create loyalty beyond reason.’ (Roberts, 2013, online) This directly links to our idea for Cornetto, and by infusing the brand with love and inspiration emotional thinking will lead to action. By using our love stories and creating memories we want to help them on their own journey. Roberts also suggests that by having no big idea but lots of small ideas people will decide the big idea and the brand will grow. Using our vans and competition could provide useful for this.
Fig 16
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Writing Laurie, layout Ashley
PHOTO-SHOOT “HOW DO YOU LICK YOURS ?”
For our final section of our report we created a stylised photo shoot which will be a representation of the ‘Click and Lick’ photo booth, which will be available for Cornetto consumers to snap fun, youthful photos in at Cornetto events. We decided to choose models which represented our target audience of 16-24 year olds, they all represent the brand ethos of fun, energetic and happy people. Within the photo shoot we wanted to make sure that our narrative of love and friendship was prominent within the images, therefore we made sure we briefed the models thoroughly before hand. Whilst the photo shoot was happening we played loud pop music, and told the group of models to just have fun with the Cornetto, while our photographer snapped away. We felt this would create more realistic and believable images for a photo booth campaign. When editing and creating a layout of our images, we decided to use the typical photo booth design, of the four-photo formation. This has created a story and showed a journey of the different fun moments our Cornetto models have experienced. We also added a small Cornetto icon onto each print, along with the new strap line of ‘Enjoy the ride, love the ending’ so that we are constantly reinforcing our brand message and ethos. Overall we wanted the Cornetto message to be strong, showing our consumers that Cornetto wants to help them create long lasting memories with their friends and lovers.
Fig 17
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Fig 18
Fig 19
Fig 20
Writing Lottie, layout Ashley
PR STRATEGY
PR Objective To ignite Cornetto being about love and friendship, whilst highlighting the launch of the competition ‘Cornetto Got Love’ and their strategy of bringing Cornetto snacks into the UK market. Phase 1: Research into consumer From looking at our consumer profiles and survey we found that the key social networking sites that they used were Facebook, Twitter, Instagram, and YouTube - this allowed us to see where to focus our competition and campaign around. Phase 2: Launching the Campaign The campaign of ‘Cornetto’s Got Love’ will be launched on Cornetto’s site as well as the consumers key social networking sites – Twitter, Facebook and YouTube, this will showcase a short video that shows the Cornetto campers and the idea behind them. Offline, Cornetto will use a range of marketing techniques to promote the ‘Cornettos Got Love’ using the sensory vans with the click and lick booth, pop up booths, as well as reps that will help run the campaign – handing out free samples of the new Cornetto snack. Phase 3: Creating awareness around Cornetto Snacks Cornetto will announced that they will run a competition alongside the ‘Cornetto’s Got Love’ campaign on the key social networking sites and say that they will be giving 5 golden tickets of prizes away for them to create a memory with a friend on holiday. This will help keep the momentum going for consumers to find out more about the competition. Cornetto will also get Bloggers talking about their campaign as well as launching a hashtag #CornettosGotLove on Twitter, people can upload photos of them eating ice creams using the click and lick photo booth provided by the Cornetto camper van. This will help get the campaign trending online and will get people talking about it. Phase 4: Launching The Competition This will be loaded onto the Cornetto Facebook group, as well as links to tell people how enter the competition on Twitter. The competition will be based on people buying the Cornetto snacks. For every snack the consumer purchases the more likely they are to win Cornetto’s ‘Golden Ticket.’. The competition would be placed on the back of the lid of the Cornetto – once people have licked off the remains of ice creams it will them if they have won the ‘Golden Ticket’. For every ‘Golden Ticket’ the consumers will win a prize. Phase 5: Competition winner announced Winner of the competition will be announced on Facebook and Twitter with their very own personal tweet or status from Cornetto. Depending on the golden ticket found on the lid, depends on the prize. ‘Golden Tickets’ will link in with the ‘Cornetto’s Got Love’ campaign, as one of the ultimate golden tickets will be to have a getaway for two, this is relative in helping emphasis Cornetto’s brand cores and ethics being based on love and friendship. Other prizes will include tickets to an exclusive Cornetto party, others will include MTV Music Award Tickets in Germany (this is relevant as Cornetto and MTV have teamed up this summer), and also items such as t-shirts and mugs.
CONECLUSIONS AND PROJECTIONS (CONCLUSION)
Writing Lottie, Jess, Laurie, Ashley
Our aim was to try and appeal to Cornetto’s new youthful target audience of 16-24 year olds, through the use of interactive and innovative sensory techniques, to create a strong stance and loyal following in the competitive snack market. We have aimed to engage, encourage and respect the consumer, by using multidimensional emotional engagement. We were able to achieve this by exploring the consumer decision journey and experience, we were able to implement our research by providing consumers with our bright pink VW camper with ‘Click and Lick’ photo booth and sensory funnels, along with our Cornetto cone competition containing a golden ticket. Using our love stories and creating memories we want to help them on their own journey. By using lifestyle branding, Cornetto can share values, beliefs and aspirations with the buyers, working on that underlying friendship. This will turn the consumer into a fan of the brand, with the need to experience Cornetto again, as well as turning them into strong brand advocates and believers. Upon completion of our Cornetto experience, we undertook further research to see if the concept would be popular with our intended consumer. As seen in our results (see appendix) comments received proved that the idea was popular with the intended consumer, providing further belief in our ideas. Projections for the brand would be to venture into other snack products, again revolving around the values of love, friendship, sharing and memories which have been dominant within the new branding ethos. Cornetto. Enjoy the ride, love the ending.
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APPENDIX
BRAND MODEL
Writing Laurie, layout Ashley
Brand Essence- Heritage, Sharing Happiness, innocence and Simplicity
Brand Promise – Reliability, trust, consistency, friendship
Brand source of authority – Memories, respect
Brand Attributes- Original, Quality, Childhood nostalgia, accessible
Brand Personality – Youthful, fun, honest, cheerful
AAKER MODEL
brand as a product – creamy smooth ice cream in delicious flavours, surrounded in a wafer thin cone with paper packaging accentuating the cone shape
brand as an organisation – dedicated to quality, reliable and trusted, classic Italian heritage
brand as a experiencerecognisable cone shape, paper lid which is ripped off to reveal cream, enjoy the ride love the ending, vibrant, family friendly
brand as a person – cheerful, honest, generous, humorous, positive
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PEST
Writing Laurie, layout Ashley
Political Factors Taxation and higher Vat Consumer protection Competition regulation Environmental regulations Production and shipping costs to consider as Cornetto is manufactured in Naples Cornetto is highly influenced by the political and legislative conditions in all its points of sales and considering how each country is different Economic Factors Between 2013 and 2017, the ice cream market is forecasted to increase in value by 12.8% Negative unemployment, leading to disposable income on average decreasing Sales of ice cream will be dominated by premium and luxury ice cream brands Brands need to expand their global stance and networks in order to survive Higher inflation Social and cultural factors Youth market is forecasted to decline y 4% over the next five years due to lack of employment and the rising cost of tuition fees The consumer power increasing and distracting to brands what they expect to see and want Youth market loosing loyalty to brands, and becoming loyal to ideas Consumers are now more aware of their health, opting for high quality healthy food products, due to this frozen yogurt will increase in popularity Non-dairy and lactose intolerant options will become a increasingly growing segment in the market Younger generation influencing their parents purchases, future laboratory’s research show that 73% of parents in the UK seek guidance from their children when purchasing Lines between science, art and culture are becoming increasingly blurred Technological factors The young generation including generation I and generation D are pushing and forefront technology. These consumers are experiencing a life of constantly being “logged on”, or “online”, compared to older generations. E-commerce is still growing and according to the BBC’s research is responsible for 8.3% of retail sales in the UK New machinery being introduced such as the 3d printer Introduction of mega systems, computing is speeding up and a 200,000 fold since 1980 Environmental Factors A grown awareness in consumers for product which have a strong ethical and environmental stance Ethical and environmental manufacturing Anti- dumping
SWOT Strength A new Strong and exciting brand image and identity Strong link to consumers memories, Cornetto is associated with the feeling of nostalgia Creative and Innovative Seen as a respected and trustworthy brand A relaxed and outgoing tone of voice Mintel’s Ice Cream Report 2012 presents that consumers prefer ice creams in a cone then in tubs or lollies Reasonably priced Weaknesses The website lacks information and interaction Very competitive market, with Nestle, Ben and Jerry’s and skinny cow dominating the ice cream landscape. Not a large variation in flavours and tastes Cornetto can be over looked or broken when sold in the large freezer cabinets Not portrayed as a luxury ice cream brand Ice creams have a limited shelf life, loss could be made due to ice creams not being purchased Opportunity Extending and developing their Cornetto snack range Creating a more interactive engagement with their desired consumer between the age of 16-25 Open a ice cream flag ship store to create a Cornetto ice cream experience Developing a healthier ice cream, possibly looking into frozen yogurt as this is predicted to rise in popularity Become a lifestyle brand Develop the new marketing campaign of ‘Enjoy the ride…love the ending’ Threats Rising production costs of ice cream due to environmental regulations wanting to tackle greenhouse gases High levels of competition within the ice cream market Future forecasts are predicting when consumers purchase ice cream they will choose premium luxury brands
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CASE STUDIES
Fig 21
Writing Laurie, layout Ashley
RED BULL Known for being one of the best seeing energy drinks Famous for their use of word of mouth marketing Exciting and interactive methods of engaging their target consumer They have a distinctive product, which is available to buy in a number of retailers such as supermarkets, and are a reasonable priced drink Red bull has the ‘cool’ factor UK Managing Director of Red Bull, Nigel Trood – ‘We are very fortunate, our product does something. Its an energy drink and it works. On the back of that we’ve attempted to build a brand experience that consumers associate as something positive and leaves them with a good memory” Use television and radio adverts usually incorporating humour and small kitsch illustrations The Red Bull Experience Reaching a variety of consumers by creating a fun and energetic presence in their lives Recently has created small athletic events, such as red bull air race and red bull x – factors Uses quirky advertising on red bull vehicles, employ red bull reps who are based at university’s, and sponsor private parties to reach their target audience One of the formula one teams are owned by red bull Red bull bedroom jam, where budding musicians are given the chance to perform on a live stage Red bull reporter allows young writes and journalists to have their work published at red bulls events Strong social media presence- Facebook, twitter, instagram. On Facebook more than 21,000,000 likes and over 260,000 followers on twitter Branded refrigerators in store creating a premium feel
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Writing Lottie, layout Ashley
KITKAT * Kit Kat is a chocolate-covered wafer biscuit which is produced worldwide by Nestlé * Was introduced in 1935 – recently celebrating there 78th Birthday in the industry. Very loyal brand. * Have the tagline “Have a break….have a Kit Kat” however its taken them a long time to stick to the same one – Cornetto have their strong tag line too “Enjoy the ride, love the ending” * Cadbury are Kit Kat biggest competition and in 2003, with their Dairy Milk bar being the biggest threat to Kit Kat. * Decided to bring in more unique bars and limited editions to help make Nestle more competitive in the market, thus helping save Nestle. * People have now adopted this limited edition strategy with Hershey and Mars having similar success. * September 2006 saw the launch of the four-finger Kit Kat Fine Dark in the UK as a permanent edition used because it was better healthy wise. * Nestle now manufactures two finger Kit Kats with natural flavorings, and for the first time, Kit Kats is now suitable for vegetarians. * In late 2004 through to the end of 2006, Nestlé Rowntree sponsored the English football club York City F.C.. As a result the club’s home-ground, Bootham Crescent, was renamed to Kit Kat Crescent – this show how well Nestle have helped market the Kit Kat. * In 2012 and 2013 launched a advertising campaign in the UK and Ireland, showing several new flavours of Chunky Kit Kat which were marketed, with consumers being asked to vote for their favourite. * In 2006 Channel 4 Big Brother conducted a promotion in conjunction with Nestlé to distribute 100 “golden tickets” randomly throughout Kit Kats, with the idea coming from ‘Charlie and the Chocolate Factory’ – winners got to appear on the show without having the Big Brother audition – this is something we got inspiration from with using the “golden tickets” in our advertising campaign
BEN & JERRY * Ben & Jerry’s is an American ice cream company, produced by Unilever, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products. * The Ben & Jerry’s story first began in 1978, when school friends Ben Cohen and Jerry Greenfield opened their first scoop shop in a renovated Vermont gas station. * It is best known as a premium ice cream brand * In 1981, the first Ben and Jerry’s franchise opened on Route 7 in Shelburne, Vermont. In 1983, Ben & Jerry’s ice cream was used to build “the world’s largest ice cream sundae” That same year, the cows on their cartons were redesigned by local artist, Woody Jackson. * In April 2000, Ben & Jerry’s sold the company to Anglo-Dutch multinational food giant Unilever – Cornetto also being under Unilevers title. * To this day, Ben & Jerry’s celebrates the anniversary of that first shop opening with ‘Free Cone Day’ which started in 1979 when ice cream is dished out (at no charge!) at scores of scoop shops across the globe. It is still meant as a sincere and heartfelt “thanks” to Ben & Jerry’s fans. This is where we got inspiration from Cornetto giving the Cornetto snacks to sample for free. * Care about the environment we live in really concentrating on global economics and social missions. Ben and Jerry’s launched a protest by creating the largest ever Baked Alaska, which weighed 900 pounds in protest to the opening of the Arctic National Wildlife Refuge to oil drilling. * In 1994, Ben & Jerry’s: The Inside Scoop, written by Fred “Chico” Lager, former CEO of Ben & Jerry’s Ice Cream, was published. This has given us inspiration for Cornetto to play on the ice cream words for titles. * Ben & Jerry’s was the first brand-name ice cream to be taken into space aboard the Space Shuttle – good brand marketing like Virgin and Red Bull. * The company-raised controversy in 2006, after releasing a flavour of ice cream called “Black and Tan.” It had named the flavour after the alcoholic drink made by mixing stout with pale ale. * Other controversial names included “Schweddy Balls” and “Go Fudge Yourself”
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PRESS RELEASE
Writing Jess, layout Ashley
Unilever brand Cornetto try and break snack market with sensory ‘Snap’ sensation LONDON, Jun. 5, 2013 – Popular ice cream brand Cornetto, with a long distinguished background, launch new snack brand with ‘Click and Lick’ sensation aimed to create memories and sensory experience for the younger 16-25 year old audience. They are touring the country in their new Cornetto Camper to give this experience to their loved consumers , while other pop up booths will feature in yet to be announced locations. These feature a photo booth, along with smell cones which detect your favourite snack. Alongside they have also launched a competition on their lids, which will provide the winner with the change to create a memory with a friend, winning a trip to a chosen location. With a strong focus on friendship, memories, sharing and love, Cornetto aim to bring their knowledge and understanding of sensory experiences to create real memories. Cornetto’s heritage, dating back to 1959 when Spica an ice cream manufacturer from Naples fell upon the combination, has always aimed to show the love that goes into the making of the brand. As a brand however, they feel that their brand ethos for a carefree and light hearted personality has never really been understood in the UK market. This year has already seen their rebranding by the favoured Carter Wong reach our stores, so with their new tag line ‘Enjoy the ride, love the ending’ now being the main focus, keep an eye out for the ‘Click and Lick’ camper or booth near you. ‘With our Click and Lick sensory booths we really want to ignite that sharing and community experience with our consumer, and tell them our message that has really been lost,’ says Brigitta Holland, brand manager for Cornetto in the UK. ‘We are looking for lots of laughs, fun, sharing and most importantly creating memories with friends and the ones we love. It is an exciting time for the brand and new consumer venturing into a new market. By getting people to go to the booths they get an experience and can even win a trip away with the competition!’ Their aim is to create fun around their new snack range with sharing and memories central to the brand, for ages 16 – 25, which will in turn make a memorable experience, encourage memories and inject a sense of fun into the competition. So if you manage to hut down a booth or winning lid, it is just important to Enjoy the ride, and love the ending. More information on booths and campers near you available directly from http://www.cornettouk. co.uk and for products visit participating stores
Writing Lottie, Laurie, Ashley and Jess ,layout Ashley
MEETING MINUTES MINUTES MINUTES 16TH APRIL - Decided to create a blog agreed to post on this through out the whole project -Went through the project brief together as a group - Agreed to create a johari window so we know how each other work - Discussed a plan of action and how often to meet (critical path) Agree to meet on Friday MINUTES 19TH APRIL We have created a blog / discussed this and have already done a Facebook group / agreed to swap numbers and contact via that. - Discussed the history poster and a few things which we have found out already, such as influential people, and agreed to meet Monday to go through this between led and sem - Spoke about Cornetto brand, and how to go about this as a starting point to the project, gathering thoughts to keep our findings together and what we need to find out next Next meeting on Tuesday for MINUTES 23RD APRIL -Discussed cornetto retail plans they were as follows; Cornetto van- taking inspiration from Redbull coaches, Pimms buses - allowing the brand to reach a young orientated market and always be on the mood. Also playing on Cornetto’s current slogan of enjoy the ride. -Packaging – from research consumers preferred having the paper lid, being able to lick remaining ice cream of it – divided a idea of having a competition on the back of lid, when consumer licks of ice cream prizes can be won – inspiration from McDonalds monopoly - We would link this competition to Cornettos current game of the big lick contest - Fashion shoot being based around a dummy way of how to eat a Cornetto . Contact a boy and girl model for this so that we can organize the shoot asap -Idea of Cornetto parties and Cornetto reps – similar to red bull, feel this is a youthful and exciting brand which is popular within the audience Cornetto wants to target -Delegated research responsibilities Jess – primary research how ice cream is sold and advertised in nottingham Ashley and Charlotte – Ethnographic research – day in the life of our consumer, and watching how ice cream is purchased Lauren – Survey and secondary research on when ice cream is bought and where Created draft – meeting monday 29th April to finalise ideas? 49
MINUTES 29TH APRIL Agree to meet on Thursday MINUTES 2ND MAY Discussed graphics and how to lay the report out / ideas which we had seen for info graphics (can be seen on the blog) MINUTES 6TH MAY Decided on a final idea Discussed our photo shoot, models and the idea for the photo shoot. Created a story board which will then inform the models (see story board)
Fig 22
MINUTES 9TH MAY Spoke about what we have done and decided on idea / doing the shoot next week Sorted out models - need to confirm a time with them NEED TO BOOK STUDIO FOR NEXT WEEK! Lottie - Texstore, social media and phases Jess - Texstore / writing, sensory idea and perceptual map Ashley - Van / Lids / Click and Lick graphics Laurie - Chase up survey results, write about the creative idea We then intend to meet up 14th and 16th
MINUTES 14TH MAY Spoke about what order to place all of our work Agreed to send Jess all writing in a Word document to go over / put in agreed order Laurie to send final consumer results (print screen) Photo shoot – check models still free / buy some Cornetto snacks Lottie – finalise LS:N writing Jess - Collect critical path, minutes, johari window in one document for appendix Laurie – finalise Red Bull case study Ashley – continue work on graphics All - Conclusion and projections finalise All – Remember to collect all references and illustrations Decided not to do tex store as only had one lesson on and may be too many ideas / shop might be too much expense and wrong for the brand We had a problem with our photo shoot on this date, so agreed to meet Thursday for a retake of the Photo shoot MINUTES 16TH MAY Photo shoot was done / agreed what to write about it as a group Models were shown the story board and explained about the brief Models completed ethics forms agreed to meet on the 20th to discuss any problems / make sure all on track for critical path MINUTES 20TH MAY Discussed getting disk printed – bought plastic wallet and disk to be self printed ready to place into the final book MINUTES 27TH MAY TAKE BOOK TO PRINTERS
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RESEARCH
Fig 23
Writing and interview conducted by Ashley, layout Ashley
INTERVIEWS
Interview with Victoria Centre Ice cream kiosk Could you describe your average customer? They are aged 16-25, usually visit in groups of 2 or 3. We get a lot of teens coming after school or college at around 3-5 pm, this is our most busy time of day. Which are your best-selling flavours of ice-cream? Oreo-Cookie and Cream Caramel Do you explore new flavours frequently? Yes, we rotate flavours every week to keep things different Some pictures showing our primary research, looking for key points/themes to help us with our Cornetto project
Which do you sell more of cones or tubs? We sell equal proportions of both, the younger consumer usually goes for the cone because they are less health conscious than the older consumer Short Icecream van interview Location: the arboretum What months do you work? Between April and August What is your busiest time of day? Lunchtime, but really depends on the weather Why are you located here? Because of the university students What is you most popular ice-cream? Twister and 99 Flake Do many people buy Cornetto and what is the age range? Not as popular, mainly adults who buy it. (consent forms in back of appendix)
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ETHNOGRAPHIC RESEARCH
Here is our ethnographic research carried out on a female. Similar to the male she enjoyed snacking, going out with friends and staying active.
Fig 24
RESEARCH BLOG We created a team blog to share our ideas, research and progress with each other easily and effectively:
http://fcpdoesdairy.wordpress.com
Fig 25
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SURVEY RESULTS These are our survey monket results. Gaining us extra insight into the consumer.
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CONSUMER FEEDBACK SURVEY To see what our target consumer thought of our ideas for Corntto we created a survey to see their views and opinions. This was very interesting to see how we could develop our ideas.
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CONSENT FORMS Consent forms from our photoshoot models and for our interviews with the icecream van driver and the icecream stall in the Victoria center.
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REFERENCES LINDSTROM, M., 2010. Brand sense: Build powerful brands through touch, taste, smell, sight and sound. London : Kogan Page. LUSENSKY, J., 2011. Sounds like branding: Using the power of music to turn customers into fans. London : Bloomsbury. SCHMITT, B., 2000. Experiential Marketing. New York; London : Free ROBERTS, K., 2013. The Power of Love [online] Saatchi&Saatchi. Available at http://www.saatchikevin. com/The_Power_of_Love_TEDxNavigli [Accessed 8 May 2013] RAYMOND, M., and FIRTH, P,. 2013. LS:N Global: Strange Days [Lecture to Trend Briefing audience, Nottingham Broadway Cinema] 24 April 2013 EUROMONITOR, 2012. Ice Cream in Argentina [online] Argentina: Euromonitor International. Available at: http://www.euromonitor.com/medialibrary/pdf/samples/sample_report_ packaged_food_ice_cream.pdf [Accessed April 2013] EUROMONITOR, 2013. Ice Cream in the United Kingdom. [online] London: Euromonitor. Available at: http://www.euromonitor.com/ice-cream-in-the-united-kingdom/report [Accessed April 2013] MINTEL, 2012. We all scream for ice cream – Ice cream and frozen novelty sales on the rise. [online] London: Mintel. Available at: http://www.mintel.com/press-centre/food-and-drink/we-all-scream-for-icecream-ice-cream-and-frozen-novelty-sales-on-the-rise [Accessed 7 May 2013] WONG, C., 2013. Carter Wong Design Cornetto Rebrand. Available at http://www.carterwongdesign.com/ clients/cornetto/ [Accessed 20 April 2013]
LIST OF ILLUSTRATIONS Fig 1. Images from www.tesco.com , accessed on 24/4/13 Fig 2. Photographs taken by Jess Haynes, 23/5/13 Fig 3. Infographics designed by Ashley Dean Fig 4. Infographics designed by Ashley Dean Fig 5. www.tesco.com Fig 6. Infographics designed by Ashley Dean Fig 7. Photographs taken by Jess Haynes, 23/5/13, graphics designed by Ashley Dean Fig 8. Photographs taken by Jess Haynes, 23/5/13, graphics designed by Ashley Dean Fig 9. Photographs taken by Jess Haynes, 23/5/13, graphics designed by Ashley Dean Fig 10. Photographs taken by Jess Haynes, 23/5/13, graphics designed by Ashley Dean Fig 11. Photographs taken by Ashley Dean 25/5/13 Fig 12. Images from www.tesco.com, graphics by Ashley Dean Fig 13. Www.carterwong.com accessed on 28/4/13 Fig 14. Graphic designed by Ashley Dean Fig 15. Graphic designed by Ashley Dean Fig 16. Graphic designed by Ashley Dean Fig 17. Images taken and edited by Ashley Dean 16/6/13 Fig 18. Images taken and edited by Ashley Dean 16/6/13 Fig 19. Images taken and edited by Ashley Dean 16/6/13 Fig 20. Images taken and edited by Ashley Dean 16/6/13 Fig 21. Images from www.tesco.com , accessed on 15/6/13 Fig 22. Image created by Jess Haynes , 6/5/13 Fig 23. Primary research images taken by Jess Haynes , 19/4/13 Fig 24. Images taken by Lottie Cooper, 28/5/13 Fig 25. Team blog, accessed on 28/5/13
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BIBLIOGRAPHY BOOKS BROWEUS, N., and HULTEN, B., and VAN DIJK, M., 2009. Sensory Marketing. Basingstoke : Palgrave Macmillan BUCKLEY, C., and McASSEY, J., 2011. Styling. Lausanne; Worthing : AVA. HELLER, S., and VIENNE, V., 2009. Art direction explained at last London : Laurence King LINDSTROM, M., 2010. Brand sense: Build powerful brands through touch, taste, smell, sight and sound. London : Kogan Page. LUSENSKY, J., 2011. Sounds like branding: Using the power of music to turn customers into fans. London : Bloomsbury. SCHMITT, B., 2000. Experiential Marketing. New York; London : Free SMITH, P., 2008 ed. You can find inspiration in everything, and if you can’t look again. London : Violette Editions 2008 WEBSITES EUROMONITOR, 2012. Ice Cream in Argentina [online] Argentina: Euromonitor International. Available at: http://www.euromonitor.com/medialibrary/pdf/samples/sample_report_ packaged_food_ice_cream.pdf [Accessed April 2013] EUROMONITOR, 2013. Ice Cream in the United Kingdom [online] London: Euromonitor. Available at: http:// www.euromonitor.com/ice-cream-in-the-united-kingdom/report [Accessed April 2013] HOLLAND, B., 2013. Cornetto Readies Push for Snack Market [online] Centaur Communications Ltd. Available at http://www.marketingweek.co.uk/news/cornetto-readies-push-for-snack-market/4006217.article [Accessed 5 May 2013] MINTEL, 2012. We all scream for ice cream – Ice cream and frozen novelty sales on the rise [online] London: Mintel. Available at: http://www.mintel.com/press-centre/food-and-drink/we-all-scream-for-ice-cream-icecream-and-frozen-novelty-sales-on-the-rise [Accessed 7 May 2013]
RICHARDSON-TAYLOR, A., 2013. Carter Wong rejuvenates Cornetto. Creative Review: London. Available at http:// www.creativereview.co.uk/cr-blog/2013/april/cornetto [Accessed 15 April] ROBERTS, K., 2013. The Power of Love [online] Saatchi&Saatchi. Available at http://www.saatchikevin.com/The_ Power_of_Love_TEDxNavigli [Accessed 8 May 2013] TURNER, C., 2008. How Red Bull invented the cool factor. Available at http://www.utalkmarketing.com/Pages/Article.aspxArticleID=4274&Title=How_Red_Bull_invented_the_‘cool’_factor [Accessed 16 May 2013] UNILEVER, 2013. Cornetto Brand Overview [online] Unilever: London. Available at http://www.unilever.co.uk/ brands-in-action/detail/Cornetto/297639/ [Accessed 20 April 2013] UNILEVER, 2013. Cornetto Cupidity [online] Available at https://www.youtube.com/cornettouk [Accessed May 2013] WONG, C., 2013. Carter Wong Design Cornetto Rebrand. Available at http://www.carterwongdesign.com/clients/ cornetto/ [Accessed 20 April 2013] ARTICLES HUMPHREYS, A., and KENT, G., 2008. The intersecting roles of consumer and producer: A critical perspective on coproduction, co–creation and prosumption. Sociology Compass, volume 2, number 10 [online] Available at http:// www.kentgrayson.com/Grayson%20Archive/consumerproducer.pdf [Accessed 8 May 2013] LECTURES RAYMOND, M., and FIRTH, P,. 2013. LS:N Global: Strange Days [Lecture to Trend Briefing audience, Nottingham Broadway Cinema] 24 April 2013 ELECTRONIC RESOURCES EBSTER, C., and GARAUS, M., 2011. Store Design and Visual Merchandising: Creating store space that encourages buying [electronic resource] Available at http://lib.myilibrary.com/Open.aspx?id=420492&src=0 New York, NY : Business Expert Press 2011 [Accessed 1 May 2013] PINE, BJ., AND GILMORE, JH.,1998. Welcome to the Experience Economy [electronic resource] Available at http:// web.ebscohost.com.ezproxy.ntu.ac.uk/ehost/detail?sid=97a8eb02-3c9c-4b6f-a460-ba9eb718f59d%40sessionmgr1 2&vid=1&hid=14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=780230 [Accessed 23 April 2013] 67