Cornetto Research Document by Nina McGrath

INTRO KEY CRITICAL PATH

THIS DOCUMENT CONTAINS..

PERFECT SUMMERS DAY QUESTIONNAIRE FOCUS GROUP COVERT OBSERVATION

SWOT PERCEPTUAL MAP PAST ADVERTS ONLINE PRESENCE

TEAM BLOG CONSENT FORMS

CASE STUDIES SENSORY QUOTES

REFERENCES BIBLIOGRAPHY

CASE STUDIES

[ ] This research document shows all supporting evidence used to inform the strategy document in order to make a decision about how Cornetto should create a sensory retail idea. It contains analysis of other brands that have created sensory experiences and events that have been held. Background material for the brand such as consumer profiles, competitors and where they are positioned in the ice cream market through a SWOT analysis. We have also included our primary research results from our covert observations and focus group insights. We created a critical path to organise our time and create short manageable deadlines throughout the entire project, backed up and recorded by meeting minutes.

Hannah Nina Grace Olivia Jodie 5

OBJECTIVES

01/05 05/05 07/05

1.DISCUSS INITIAL IDEAS 2.BRAINSTORM BIG MARKETING & CREATIVE IDEAS

1.CONSUMER RESEARCH DONE 2. CONSUMER PROFILES MADE 3. INFOGRAPHIC DONE FOR OBSERVATIONAL RESEARCH

1.ALL INDIVIDUAL WORK WRITTEN UP 2. DECISION MADE ON FINAL CREATIVE IDEA

AIMS

INITIAL RESEARCH INITIAL IDEAS BRAINSTORMING

ALL CONSUMER RESEARCH SHOULD BE DONE AND PUT INTO PROFILES & INFOGRAPHICS

INDIVIDUAL PARTS GIVEN OUT DECISIONS MADE ON ALL FINAL IDEAS

10/05 12/05 20/05

1. FINAL LAYOUT DECIDED FOR THE REPORT & RESEARCH DOCUMENT

ALL IDEAS FINALISED DESIGN FINALISED

1.FOCUS GROUP HELD TO TEST OUT OUR IDEAS 2. ALL IDEAS FINALISED 3. INDIVIDUAL WORK WRITTEN UP IN BEST

ALL INDIVIDUAL PARTS SHOULD BE WRITTEN UP & IMPORTED INTO DOCUMENT

1.ALL TEXT & GRAPHICS IMPORTED FOR FINAL REPORT 2. MAKE SURE REPORT IS READY TO PRINT

REPORT SHOULD BE FINISHED

[ ] We have created a SWOT model to analysis Cornetto from every aspect of the brand, finding out its strengths will help us inform our decision of what to carry on doing, and weaknesses to inform opportunities for improvements

•Strong universal brand awareness • The product has strong heritage as it has been around since 1930 •Product diversity in terms of flavorings giving the consumer more choice

•Mainly associated as a treat of a summers day •Association with only eating when the weather is warm •Favored mainly by the older target audience •99 ice creams have more of an appeal due to there freshness from the ice cream van

•It’s competitors who have •Create flavorings or a very strong presence in product extensions to the market, such as Twister. appeal to the health •The fact that Ice cream conscious consumer sticks own the market and •Create partnerships with lead in terms of profit. youthful brands to target •Lack of disposable income a younger audience. could mean less day trips/ Perhaps collaborate with holidays that may result in lifestyle brands. less exposure to Cornetto.

2010

1999

1982

2012

1980

2006

1980 1980

[ ] We explored Cornettoâ&#x20AC;&#x2122;s presence within the online territory and concluded that it was relatively consistent graphically, however some of the content included such as the old bear advertisements were not timely or relevant to their latest brand image.

Smell Singapore airlines is the pinnacle of sensory branding, unlike any other airline they employ common consistent visual themes. They incorporate the same scent, Stefan Floridian Waters, into the perfume worn by flight attendants, hot towels and other elements of service.

Haptic In Las Vegas, Coke has installed vending machines that spray a subtle mist in the faces of passing tourists whenever the temperate reaches 37째C

Sight When you see an iPhone, you know what it is, even if you don’t see the apple logo you recognise it as an apple product. Apple is a ‘smashable’ brand, if you broke an apple product you would be able to recognise the broken pieces instantly as an apple.

Taste Colgate has patented its distinct toothpaste taste.

Sound The sound of Kellogg’s cornflakes crunching in our mouths is created in sound labs. 15

“

‘Sensory experience’ refers to how individual react when a firm, in offering and delivering goods and services, participates in their purchase and consumption process through the involvement of the five human senses.

”

-MARTIN LINDSTROM

“

Smell is a potent wizard that

transports us

across thousands of miles and all the years we have lived. -HELEN KELLER

”

“

Sound has always been of great importance in society. Most people attach a meaning to sound, and music as a source of inspiration is often used as a way to shape a person’s identity. - MARTIN LINDSTROM 16

”

“

Sensory marketing is not about the masses or the segment; it is about the

individual

- MARTIN LINDSTROM

Smell and taste are in fact a

”

single composite sense, whose laboratory is the mouth and its chimney is the nose…

”

-JEAN-ANTHELEME BRILLIAT-SAVARIN

“

Sensory marketing is all about offering

sensations as

expressions for the brand soul, which gives opportunities to reach the individuals mind and heart in providing the supreme sensory experience. -MARTIN LINDSTROM 17

”

Kinnerton confectionary company have brought out new Magnum, Mini milk and Cornetto chocolate snacks with no ice cream involved at all. According to Kinnerton, their consumers are more likely to buy a product from a brand that they are familiar with which is why this transition to the snack industry is a success.

[ ] “As the UK’s largest Ice Cream manufacturer, with market leading brands boasting strong taste credentials, we’re well placed to enter into the Chocolate Count Line category. By offering consumers confectionery from brands they trust, along with the clear and comprehensive strategies that Kinnerton has presented to us, we’re confident that the launch will capitalise on the growth in this market” Julie McCleave

This case study examines Cadbury’s ability to use innovation in the developed and crowded market-place, that is the snack market. The strategy of launching the ‘Fuse bar’ was to increase profitability, brand strength and volume on a global basis in its two business streams, beverages and confectionery, through a combination of internal growth, targeted acquisitions and joint ventures. They looked into the snacking market at the time and this is what they found: ‘Held in the hand’. categories include: • Confectionery £4.9bn (chocolate sector £3.4bn) • Biscuits £1.7bn • Snacks £1.2bn • Crisps £1.1bn • Ice Cream £0.8bn. They wanted to target the snack market as snacking was said to reflect the fast pace and busy lifestyle of many people in the 1990s. It was and still is fast, convenient, easy and messfree. 20

Market research revealed that snacks play more of a functional role than one of pure indulgence: they are often a meal substitute. Their research also showed that successful snack brands in the confectionery category tend to have more ‘foody’ values and often contain ingredients such as cereal, wafer, biscuits, peanuts and fruit to break up the chocolate delivery.

Cadbury knew the importance of having a catchy ‘look’ for a new launch to help make consumers notice the product.Cadbury and its trade customers managed the first availability of Fuse around one day, Tuesday 24th September, aptly christened it ‘Fuseday’.

Cadbury’s philosophy was to continue as a driving force in the confectionery market, and thus constantly analysed its offerings for consumers. The core objective of Cadbury’s innovation programme was to generate incremental volume for the company and achieve the vision of market leadership in every segment in which it still operates in. The role of innovation is critical as it allows Cadbury to develop ahead of its competitors in those areas of the market which are new or growing. 21

[ ] From our previous primary research, we understand that ice cream is commonly linked with good weather and sunshine. We asked a variety of people from 16 â&#x20AC;&#x201C; 60 to draw what they thought was their perfect summers day, in the hope that some of them would include an ice cream. We did this to see if ice cream was a poignant factor within their idea of a perfect summers day. They were un aware that the subject matter was Cornetto, we simply asked them to draw. We were pleased to see that 50% did include an ice cream in their drawings.

[ ] From this we have gathered information from a wide variety of ages not just in the specific target age range, to gain a view on peopleâ&#x20AC;&#x2122;s snacking habits, the ice cream consumption and influences that affected them when buying an ice cream. These answers then helped us when considering the avenue we were to adopt to promote Cornetto as a snack food. We specifically asked them what their ideal day trip was so we could see if we could find a niche gap that we could target.

1) What is your ideal day trip?

2) Occupation

3) Tv/Internet usage

4) What do you snack on?

5) Do you use branded apps?

6) What makes you buy an Ice cream?

7) Where did you buy the ice cream from?

London, drinks going out Beach trip Trip to London, shopping, Theatre Shopping with lots of money Eurostar to paris West ham away day Beach Zoo

Student Student Hair dresser Student working part time in retail Student FInance Student Student

Toast, crisps, icecream Popcorn, yoghurt, rivita Fruit Sweets (jelly) Crisps Chocolate and biscuits Frozen yoghurt Chocolate (milkshakes)

1hr, 10hr 4hr, 3hr All day, 1.30hr Films nighttime, 9hr Video games, all day 2hr, 2hr All day 3hrs 26

Topshop, urban outfitters, No Jamie oliver No No Barclays Internet banking, My voucher codes. Internet banking

Ice cream van Supermarket Buy just one from a corner shop Sainsburys Ice cream van Ice cream van (99 flake) Corner shop Shop or ice cream van wherever is closer

Hot weather Pudding If the sun was out Hot outside Playing footy Hot weather Hot weather Hot weather 27

Person one:

1.Once a monthish, or if it’s hot buy it more regularly 2.Special offer or if it’s hot 3Ben & Jerrys / Haagen Daas 4.Shop 5.Year ago 6.Wanted it because hadn’t had one for a while 7.Good times / Cool / Holiday 8.Wacky / Fun / Bold 9.Leeds / V festival / Creamfields

Person three:

1.When it’s hot 2.Summer / Sun / Impulse buy / When hun gover 3.White magnum / FAB / 99 4.Store 5.Years ago 6.Was in the freezer at home 7.Nutty / Bland / Dull 8.Dull colours / Interactive 9.Leeds

Person two:

1.When it’s hot 2.If it’s hot or when it’s on offer 3.Cookie dough Ben & Jerrys/Magnum 4.Ice cream van & if weather’s hot. If not – shop 5.Last summer 6.In the freezer 7.Good times / Holiday / Summery 8.Colourful / Holiday / Summery 9.V fest / Wakestock

Person four:

1.When it’s hot / when hungover / 1 every 2 weeks in the summer 2.Hot / Sunny / BBQ 3. 99 Flake / White magnum / Cornetto /FAB 4.Either depending on conditions 5.Last year 6.Mum bought them 7.Happy / Nutty / Good times 8.Colourful / Young / Childish ( too much too childish – don’t like it particularly ) 9.No festivals 28

Person six:

1.When it’s hot or after dinner when there are some in the freezer 2.Special offer / if I haven’t had that ice cream in a while 3.Malteasers / Nobbly Bobbly / FAB 4.Store / Only in van if I’m in the park which isn’t often 5.Summer 2012 6.I work in an ice cream van so if I see it in the freezer and fancy it 7.Traditional / Safe / Dull 8.Playful vibe / Trying to remind consumers of holidays / Not much there 9. Creamfields

Person five:

1.Once a month 2.Hot weather and good price 3.Screwball / Magnum 4.Shop 5.Last 6 months 6.Cravings 7.Nutty / Boring / Old school 8.Dull / Colourful / Young target audience 9.T4 on the beach

Person seven:

1.At home I eat ice cream daily / At uni I eat it very rarely 2.Hot weather / Special offer ( Ben & Jerrys ) / New flavour I will try 3.Ben & Jerrys cherry Garcia 4.Shop 5.2 years ago 6.My mum bought a pack 7.Holiday / Excitement / Safe 8.Wacky / Surreal / Youthful 9.Leeds

Person eight:

1.When it’s hot / 1 pack a week in the summer / Odd time in winter / As a side to crumble or something 2.Sun / If there’s an ice cream man on my street / Special offer 3.FAB / Vanilla tub / Nobbly Bobbly / Mag num 4.Definitely a van because it’s more of a novelty and portable – I’d love to bring my ice cream to uni for lunch but it would melt. 5.I year ish 6.I had it for desert at my grandma’s house 7.Nutty / Safe / Traditional 8.Creamy / Holiday / Chocolatey 9.Glastonbury / Wireless 29

Memorable adverts: •Go compare •Cornetto singing advert •Magnum •BNBN biscuits because of the song •Credit card advert that uses the long slides •Mint credit card advert where man has big nose •Muller Corner where the children sing •Magnum seductive advert •Haribo advert with the children •Dairy milk eyebrow advert •Aldi comparison advert ( liked it because of the old people and the sarcasm used )

In-store ideas: •Wireless & Bestival for chosen festival tickets •Use boxes you can’t see into so you have to guess what’s in there rather than dunking your whole body into a tank because no-one would willingly cover themselves in milk •Who can do the best/ most entertaining dunk

Opinions about our idea: •Rosie liked that it was interactive •They would rather go through the pod at their own pace not to be rushed through •They think we should have images on the outside of the pod to encourage people to go into the pod •Everyone liked the fact that there is an outcome •The senses don’t match with love. The experience doesn’t necessarily match the whole dating concept •They think maybe it should be a companion match, not necessarily a date because some people would like a day out with their friends instead •Maybe have your own name on the bottle with a description of your perfect day out like ‘ Jodie likes to walk through the sun on a sunny day etc’ •Would prefer to go through the pod with other people to share the experience with them •You could choose to put your own choice of name on the bottle. For example, you could have your best friend’s name put onto it or your boyfriend’s name? •Printing stage could be in the first room so that by the time they get to the end the printing could be done •All the smells could add up to something like telling you the kind of person you are •Sophie didn’t like that the point of sale could be mistaken for the Rolling Stones logo •They thought of including cornetto into the meal deals in shops •They think we should separate all the different senses into different rooms. For example, one room for touch, one for taste, one for smell etc. •They would like to have one picture at the end with your different chosen elements •Like the thumb recognition idea 31

“

Cornetto is so un-popular that the ice cream man we spoke to said that he is going to stop selling them”

“

3 out of 52 ice creams sold were cornetto.

”

“

Most popular ice creams are usually 99 flakes and twisters.

The majority of consumers purchased their ice cream in couples.

”

SLUSH PUPPY

TWISTER

FESTIVAL

99 FLAKE

TUBS

MAGNUM

CLASSIC CORNETTO

STRAWBERRY CORNETTO

SCREWBALL

LOLLIES

FAB

[ ] These are our group meeting minutes. We recorded them during every session, the most important part being what we aimed to do each session so that we kept on track and stuck to our deadlines.

Date: 08/05/13

Date: 10/05/13

Time: 12:00

Time: 1.30

Location: Chaucer group study area

Location: Spanky Van Dykes

Head of meeting: Hannah Landells

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Absentees: Jodie Tarleton

Aims for the meeting: Decide what to include in both documents Discuss big creative ideas

Aims for the meeting: Prepare for more consumer research Distribute individual work to be done for Friday Discuss big creative idea to be decided by Friday

Date: 12/05/13

Date: 11/05/13

Time: 1:00

Location: Oliviaâ&#x20AC;&#x2122;s house

Head of meeting: Hannah Landells

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of the meeting: Plan a focus group Plan out each page in the report in detail Discuss the big idea Split out main bulk of writing

Aims of the meeting: Collate all ideas and decide on final ideas for big creative idea ( before, during and after purchase ) Decide on layout for final report

Date: 14/05/13

Date: 13/05/13

Time: 12:00

Location: Waverley

Head of meeting: Hannah Landells

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of the meeting: Discuss and start to design which visuals and mock ups we need to make Completely finalise ideas judged on what we learnt from the focus group

Aims of the meeting: Plan and host focus group Then discuss results from focus group

Date: 17/05/13

Date: 18/05/13

Time: 12:00

Location: Chaucer

Head of meeting: Hannah Landells

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of meeting: Continue with individual pieces of work

Aims of meeting: Continue with working on report, visuals, layout etc Brainstorm ideas for photoshoot which links to our idea

Date: 20/05/13

Date: 19/05/13

Time: 1:00

Time: 12:00

Location: Bonnington

Location: Graceâ&#x20AC;&#x2122;s house

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of meeting: Continue with visuals and mock ups Collate all writing and start to put together into document

Aims of meeting: 1. Shoot and edit photoshoot

Date: 21/05/13

Date: 22/05/13

Time: 12:00

Location: Bonnington

Minute taker: Olivia Sbarra

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of meeting: Continue with visuals and mock ups Look further into case studies to include Continue with putting everything together into final document Visualise research for research document

Aims of meeting: Continue with visuals Putting all writing together Look through everyone elseâ&#x20AC;&#x2122;s writing

Date: 23/05/13

Date: 24/05/13

Time: 1:00

Time: 12:30

Location: Bonnington

Minute taker: Olivia Sbarra

Head of meeting: Hannah Landells

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Aims of meeting: Continue with visuals & writing More mock ups to be made

Aims of meeting: Have all writing imported into document Visuals done Completely checked through for mistakes

Date: 25/05/13

Date: 26/05/13

Time: 12:30

Location: Library

Minute taker: Olivia Sbarra

Head of meeting: Hannah Landells

Confidentiality: Public

Attendees: Hannah Landells Grace Cooke Nina McGrath

Attendees: Hannah Landells Grace Cooke Nina McGrath Olivia Sbarra Jodie Tarleton

Absentees: Olivia Sbarra Jodie Tarleton

Aims of meeting: Make sure all documents are done and ready to print

Aims of meeting: Working on research document

www.cornettogirls.tumblr.com

Ebster, C, Garaus, M (2011) Store Design and Visual Merchandising: Creating Store Space That Encourages Buying. Business Expert Press, P10. Lewis, D. Bridger, D (2001). The Soul Of The New Consumer. London: Nicholas Brealey Publishing. p137-205. Lindstrom, M (2005). Brand Sense. 2nd ed. London: Kogan Page. p90-105.

Lofts, J. (2013). VM global overview: April 2013. Available: http://www. wgsn.com/content/report/Retail_and_VM/Visual_Merchandising/Best_ Practise/2013/April/vm_global_overview.html. Last accessed 24th May 2013. Price.A. (2012). Ice Cream - UK. Mintel . 1 (1), 3-12 Posner,H (2011) Marketing Fashion. London: Laurence King Publisher. p147

Proust,M (1939). Remembrance of Things Past. 4th ed. London: Not stated. Spicer.H 2012 Sandwiches & lunchtime foods. November 2012. PP 2-7. Mintel Unknown. (2013). The Multi Sensory Store. Available: http://www. perchinteractive.com/the-multi-sensory-store/. Last accessed 5th May 2013. 42

WEBSITES: Anon. (2012). Black & white ad underlines colourful taste of Cornetto. Available: http://www.bizcommunity.com/Article/196/12/85576.html. Last accessed 25/05/2013. Anon. (2010). Ice cream: the short but sweet seasonal winner. Available: http://www.conveniencestore.co.uk/product-news/ice-cream-the-shortbut-sweet-seasonal-winner/208021.article. Last accessed 22/5/2013. Anon. (2013). Sensory branding in print. Available: http://www.printpower. eu/en/case-studies/p/category/sensory-branding-in-print. Last accessed 25/5/13. Bamford V. (2013). Kinnerton launch Unileverâ&#x20AC;&#x2122;s Magnum, Mini Milks and Cornetto in mini sweet form. Available: http://www.thegrocer.co.uk/ companies/kinnerton-launches-magnum-cornetto-and-mini-milk-assweets/237971.article. Last accessed 7 may 2013. Barnes, S. (2012). The Retail Acumen: Store Sense. Available: http://www. deakin.edu.au/buslaw/gsb/retail/docs/store-sense.pdf. Last accessed 21 may 2013. Belownu G. (2013). Three Mobile Technology Must-Haves for Modern Marketing. Available: http://www.businessgross.com/2013/05/07/threemobile-technology-must-haves-for-modern-marketing/. Last accessed 7 may 2013 45

Cantor, S. (2013). Snack trends 2013. Available: http://www.foodprocessing. com/articles/2013/snack-trends.html. Last accessed 21 may 2013. Cobos H. (2012). Sensory Marketing and Branding: The Power Of The Senses. Available: http://morethanbranding.com/2012/04/13/sensory-marketingand-branding-the-power-of-the-senses/. Last accessed 7 may 2013 Cross, T. (2012). The drive-thru gets a sensory makeover. Available: http:// www.cntraveller.com/news/2012/august/mercedes-drive-through-atselfridges. Last accessed 19 MAY 2012. Davis, E. (2005). Overcoming Seasonality. Available: http://www. growthbusiness.co.uk/news-and-market-deals/business-news/21601/ overcoming-seasonality.thtml. Last accessed 22/5/2013. Filo, B. (2010). Eat your way through time with culinary-adventurers Bompas & Parr. Available: http://www.cntraveller.com/news/2010/july/bompas-parr-the-complete-history-of-food. Last accessed 19 MAY 2012. Green R. (2013). Smells Like Good Branding. Available: http://www. raleighgreeninc.com/blog/2012/02/24/smells-like-good-branding-how-multisensory-brand-strategies-can-work-for-you/. Last accessed 8 may 2013. Hopkin, M. (2004). Link proved between senses and memory. Available: http://www.nature.com/news/2004/040531/full/news040524-12.html. Last accessed 25/5/13.

Jo, H. (2013). Magnum, Mini Milks and Cornetto Chocolates. Available: http://giventodistractingothers.blogspot.co.uk/2013/04/magnumcornetto-and-mini-milk-chocolates.html. Last accessed 20 may 2013. Joseph, S. (2013). Cornetto readies push for snack market. Available: http://www.marketingweek.co.uk/news/cornetto-readies-push-for-snackmarket/4006217.article. Last accessed 25/5/2013. Joseph, S. (2013). Unilever in content push to explain Conetto story. Available: http://www.marketingweek.co.uk/news/unilever-in-contentpush-to-explain-cornetto-story/4006532.article. Last accessed 20 may 2013 Karam C. (2013). Sensory Branding. Available: http://integratedcandour. com/2013/04/04/sensory-branding/. Last accessed 7 may 2013. Kev, A. (2013). Magnum Chocolates. Available: http://kevssnackreviews. blogspot.co.uk/. Last accessed 21 may 2013. Lofts, J. (2013). VM global overview: April 2013. Available: http://www. wgsn.com/content/report/Retail_and_VM/Visual_Merchandising/Best_ Practise/2013/April/vm_global_overview.html. Last accessed 24th May 2013. McKenzie, P. (2010). Dealing with Market Seasonality. Available: http:// www.kalzumeus.com/2010/08/19/dealing-with-market-seasonality/. Last accessed 22/5/2013. Ommedal, C. (2010). Surreal House Dinner. Available: http://www. jellymongers.co.uk/projects#!__projects/2010-2/vstc16=surreal-dinner. Last accessed 21 may 2013. 47

Riley C. (2012). Cadbury announces plans for free interactive experience in Hyde Park. Available: http://www.craftguildofchefs.org/news-item/ cadbury-announces-plans-for-free-interactive-experience-in-hydepark/16080%C2%A0. Last accessed 6 may 2013 Russel M. (2010). Making you hungry? Well, it makes scents. Available: http://www.smh.com.au/business/media-and-marketing/making-youhungry-well-it-makes-scents-20101002-161vz.html. Last accessed 6 may 2013. Sethi, M. (2010). Ziggurat of Flavour. Available: http://www.jellymongers. co.uk/projects#!__projects/2010-2. Last accessed 19 MAY 2012. Toops, D. (2012). Survey Reveals Consumer Snacking Behaviours. Available: http://www.foodprocessing.com/articles/2012/survey-revealsconsumer-snacking-behaviors.html. Last accessed 20 may 2013. Toops, D. (2012). Top Consumer Snack Trends. Available: http://www. foodprocessing.com/articles/2012/top-consumer-snack-trends-2012.html. Last accessed 20 may 2013 Unknown. (2013). Cornetto Choclate. Available: http://lot-o-choc. blogspot.co.uk/. Last accessed 20may 2013. Uknown. (2013). Cornetto Lick Challenge. Available: http://www. digitalbuzzblog.com/the-cornetto-lick-challenge/. Last accessed 20 may 2013. Unknown. (2010). Summer With A Twist: Join the Summer Revolution. Available: http://www.thetimes.co.uk/tto/public/summerwithatwist/ article2574670.ece. Last accessed 19 MAY 2012. 48

Unknown. (2013). The Multi Sensory Store. Available: http://www. perchinteractive.com/the-multi-sensory-store/. Last accessed 5th May 2013. Unknown. (2011). The Sweet Smell of Success. Available: http://www.dmx. com/services/scent/why-dmx-scent. Last accessed 7 may 2013. Unknown. (2012). Unilever, Conservative Play The Cornetto Way . Available: http://seekingalpha.com/article/769261-unilever-conservativeplay-the-cornetto-way. Last accessed 6 may 2013. Winston, A. (2010). Bompas & Parrâ&#x20AC;&#x2122;s Ziggurat of Flavour. Available: http:// www.bdonline.co.uk/home/bd-tv/bompas-and-parrs-ziggurat-offlavour/5004028.article. Last accessed 20may 2013.

JOURNALS: Anon, 2012. Snack Food Market. January 2012 Cameron. S and K, U, Zaman. (1997). Festive versus seasonal effects in consumption. Applied Economic Letters. 4 (4), 407-408 [Online] Gottfried, J. A., Smith, A. P. R., Rugg, M. D.. & Dolan, R. J. Neuron, 42, 687 695, (2003) [Online]

BOOKS: Ebster, C, Garaus, M (2011) Store Design and Visual Merchandising: Creating Store Space That Encourages Buying. Business Expert Press, P10. Fleming, M. (1994). Time series and Index numbers. In: Nellis, J Principles of Applied Statistics . London: Routledge. 316. Lewis, D. Bridger, D (2001). The Soul Of The New Consumer. London: Nicholas Brealey Publishing. p137-205. Lindstrom, M (2005). Brand Sense. 2nd ed. London: Kogan Page. p90-105. Proust,M (1939). Remembrance of Things Past. 4th ed. London: Not stated. Posner,H (2011) Marketing Fashion. London: Laurence King Publisher. p147

VIDEOS: Cornetto Enigma TV Advert, 2010 [Online] Youtube, 18/04/2011 Keynote Brian Wong at TNW2012, 04/26/2012 [online] Youtube, 18/05/2013 Selecta Cornetto Black & White Commercial, 2012 [Online] Youtube, 15/10/2012 Wall’s Cornetto Advert 1, 1980’s [Online] Youtube, 11/09/2010 Wall’s Cornetto Advert 2, 1980’s [Online] Youtube, 11/09/2010 Wall’s Cornetto Advert 3,1980’s [Online] Youtube, 11/09/2010 Walls Cornetto Advert June-2006, 2006 [Online] Youtube, 13/03/2013 Walls Cornetto Advert-1999,1999 [Online] Youtube, 27/10/2010 Walls Advert 1994,1994 [Online] Youtube, 3/07/2009 Walls Cornetto Advert (1982), 1982 [Online] Youtube, 30/08/2009 Wall’s Cornetto Enigma Reveal What’s Inside’TV ad 30 sec advert. 2010, 2010 [Online] Youtube