冰激凌系列产品设计(英文版)

1、CREAMYCOJing Ge, Tero Nieminen, Maria Lankinen, Nina Tolonen and Xinwei ZhangAither the brand ”Delightness at its best” The name got its idea from Aither, who is the god of the atmosphere, brightness, sky and space Brand Mantra: The ultimate ice cream experienceBOREAS icy mintWe infuse mint essence

2、into a smooth, creamy base and add crunchy ice fragments on top for the perfect finish to this refreshingly cool treat.BOREAS icy mint ”Experience the fresh air of the Alpes” Boreas is a greek god of the cold north wind and the bringer of winter Texture: cream with icefragments, mint Taste: icy mint

3、 Color: blue and whiteEROS strawberry & chocolateWe introduce sweet summer strawberries to pure cream, fine cocoa, and chocolate chips. The combination of these flavors gives truly a decadent ice cream experience.EROS strawberry & chocolate”Make some time for yourself” Eros is the greek god

4、of love Texture and taste: strawberry,chocolate,cream Color: red and white AEGLE passion fruitIn each delectable spoonful, youll find juicy pieces of this signature fruit of paradise. Sweet, luscious passion fruits swirled into our classic ice cream creates a tropical and fresh delight.AEGLE passion

5、 fruit ”Passion with less sugar” Aegle is a goddess of radiant good health Texture and taste: passion fruit,low fat cream, no addedsugar Color: green and whitePOSITIONING Target group BOREAS: active and sporty people EROS: women and couples AEGLE: health-conscious people Packaging 150ml Main competi

6、tors: Carte DOr Hagen Dazs Mvenpick Ben & JerrysPoP & PoD Points of Parity Sold in tubs Basic flavors Points of Difference Different products clearly targeted to specific kind of people and their needs Ice cream in tub that can be eaten either at home or outside of homeCOMPETITIVE ANALYSISAI

7、THERBRAND EQUITY MEASUREMENT SYSTEMOUR PLAN We launch our brand at May, right before the summer We publish our product at that time and also do some research in September in order to get some information about our customer On February next year, we will do another research to evaluate our performanc

8、e. And decide whether we can expand our business or not Good: Expand, create new branch products and publish in May Bad : Try to find another way.( position, marketing strategy, etc.)THROUGH BRANDTRACKING SURVEYBRAND AWARENESS BRAND IMAGE BRAND ATTRIBUTES BRAND AWARENESS & IMAGE What brands ice

9、cream are you aware of? How often do eat ice cream?(depends on summer/winter) In what condition you prefer to have ice cream? At which brands of ice cream would you consider buying? If you want to buy some ice cream, which brand comes up to your mind first? Have you heard of “Aither” Etc. When you h

10、ear the word “Aither”, what are the first three words that come to your mind ?BRAND ATTRIBUTES How well do the following words describe (1= not at all, 5 = very much) well designed Good taste Good feeling Reasonable price Healthy food Friendly brand Other questions: What kind of taste do you prefer?

11、 What kind of package or capacity do you prefer?FINALLY WE GET CHARTS LIKE THISHARD DATAOUR GOALGross margin: 70%We will need another 25 - 30% to cover associate costs, which leaves us about 40% to cover our fixed costs and have some left over to take home. Profits: (Not exactly) Profits = Revenue Co