cornetto appendix

APPENDIX

CORNETTOPERFECT

PAIRS

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APPENDIX Ai. PLAN

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Cornetto Focus Group 24/04/2013

Objectives:- How do participants feel about Cornetto as both a product and a brand?- Do participants attach any emotions or memories to ice cream and specifically Cornetto?- How often and in which situations do participants purchase and consume ice cream?- How do participants engage and consume the Cornetto product?

Tools required:- Ethics Forms for filming and focus group participation- Camera for filming- Voice recording device- Paper for note taking- Cornettos- 10 x Participants

1. Word association exercise. State one word and ask participants to say the first word that comes to their head.

Words to use: Ice Cream, Cornetto, Snack

2. Prompt discussion about ice cream consumption

Example questions could include:- How often do you eat ice cream?- What makes you want to eat an ice cream?- Do you associate any feelings with eating ice cream?- If you were looking for a snack, would you think of buying an ice cream?- Where do you go to buy ice cream?- Have any of you ever had a Cornetto?- Do you often eat Cornettos? Do you like Cornettos?

3. Film participants eating their Cornetto and observe their eating rituals. Throughout their consumption, ask them questions about each stage of the Cornetto (opening, cone, nuts, ice cream, chocolate plug etc) and list words they associate with eating the Cornetto.

ii. TRANSCRIPTKristen: Thank you all for coming, we are basically going to do a few things, ask a few questions and have a few discussions and talk with each other and we will be filming different parts.

The first thing we will be doing is a word association exercise, so the first thing that comes to your head when I say: snack?

Participant A: CrispsParticipant B: NutellaParticipant C: Sweets Participant D:FoodParticipant E: ChocolateParticipant F: ToastParticipant G: HungryParticipant H: Biscuit

Kristen - Next one is ice cream?

Participant A: SpoonParticipant B: ColdParticipant C: ColdParticipant D: VanillaParticipant E: SummerParticipant F: HolidayParticipant G: SummerParticipant H: Hot

Kristen- The last one is Cornetto?

Participant A: Ice CreamParticipant B: ChocolateParticipant C: ConeParticipant D: ConeParticipant E: ChocolateParticipant F: Chocolate Participant G: ConeParticipant H: Cone

Kristen: Thanks so I would say mainly for the first one snack, none of you really said ice cream

so do you want to talk about why when you guys go for a snack you don’t go for ice cream or why you don’t consider an ice cream as a snack?

Participant A: You cant really take it many plac-es cause it will melt instantly and you have to eat it straight away where as a snack you can nibble away at.

Participant C: And the weather as well, only really in the summer it’s a snack.

Participant G: I think there are other snacks that are more filling than ice cream; it’s more of a treat.

Participant B: A snack is more on the go where as an ice cream you sit in the park and an ice cream van.

Participant A: I’d say its more of a pudding, sort of, when your on holiday, you go to the shop, get an ice cream.

Kristen: How often would you say you eat ice cream?

Participant E: Not often really like once every two or three weeks maybe.

Kristen- All year round or?

Participant E: Probably not actually.

Participant H: I’d probably have like an ice cream in the summer but I eat ice cream in a bowl as a pudding or if you get it as a treat, or if its on discount. Or with a pudding yeah, like with apple pie or something, with vanilla ice cream. Just throwing it out there.

Kristen: What really makes you want to eat an

FOCUS GROUP

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ice cream or like buy an ice cream? Do you go into a store wanting to get an ice cream or do you just see it and you want one?

Participant A: I think its more of a caught in the moment. Participant B: I’d say like when its hot you might just feel like you go into get one, but quite often when I’m in the supermarket and I saw it I would just buy it. Participant F: If you’re in the park and see an ice cream van

Kristen: Are there any particular feeling you might associate with eating an ice cream?

Participant E: Indulgence. If it’s a pudding, indulgence.Participant C: If it’s a snack than ... holidays; nostalgia and memories.

Shannon: Memories of what?

Participant A: You know, somewhere on holiday, family. You’d all go together to get ice cream, and you all have your favourite ice cream that they all know you have.Participant C: Somewhere like a beach or a park is where you’d think about ice cream.

Kristen: Have you guys ever had a Cornetto before this?

All Participants: YesParticipant B: It’s my favourite Participant D: I like Cornettos but they wouldn’t be my first choice.

Alana: Why is it your favourite? Why would you choose it if you wanted an ice cream?

Participant A: Erm, I suppose Magnums and stuff, they’re really heavy, whereas this is a bit more…Participant B: Oh no, so wrongParticipant A: lighter and forgiving. Well not

really, it’s probably got hundreds of calories.

Tash: Is that something you consider when you buy an ice cream?

Participant D: All depends what mood I’m in. If I’m hungry then I’ll get something like a Cornetto or a Magnum, but if I want something refreshing then I’ll get a Twister or a Fab. Participant B: Yeah if you’re gonna have an ice cream it’s like ‘who cares?’Participant F: I don’t have time to be worrying about that. I just want to enjoy it.

Tash: But you don’t think ‘Oh I’ll get this ‘cause it’s less calories or less fat?

Participant D: NoParticipant A: No. If I’m gonna get an ice cream, I’m gonna get an ice cream. The decision not to eat fat or too many calories has already gone out the window.Participant B: Yeah if you’re gonna have an ice cream it’s like ‘who cares?’Participant F: I don’t have time to be worrying about that. I just want to enjoy it.

Kristen: So would you guys say there is a part of the Cornetto you like eating the most?

Participant G: The chocolate at the bottom... definitely.Participant H: EverythingParticipant B: I’m not a big fan of the cone. I’m not lie, gonna be honest.

Kristen: So where would you guys say you would go to buy an ice cream? If you were like “Oh I really want an ice cream” where would you guys go?

Participant H:Tesco’sParticipant C: Ice Cream Van… Mr Whippy

Kristen: How often would you say you eat Cornettos?

Participant B: Never.Participant H: It’s my favourite one.Participant B: Oh no it’s my least favourite. I like it but I don’t LOVE it.Participant E: I like Cornettos.Participant B: It’s all about the MagnumsParticipant G: Yeah I would choose a Magnum.Participant C: I like Cornettos, but it wouldn’t be my first choice.Participant E: I think a Cornetto feels a bit healthier though, it’s a bit lighter, whereas if you want a treat you’d go for a Magnum.

Kristen: So would most of you guys say you like Cornettos?

Participant A: Yeah this is my favourite. Thank you.

Kristen: So would you guys say that eating a Cornetto there are certain parts you guys like the most?

Participant F: The chocolate part.Participant E: The chocolate part.Participant C: I like the cone.Participant B: The top bit.Participant H: Everywhere.Participant A: I’m not a big fan of the cone. I’m gonna be honest.Participant G: I like the cone.

Alana: Is there anything you’d change about Cornetto if you could?

Participant F: It’d be bigger.Participant A: More Ice cream throughout the cone.Participant H: Maybe more flavours. Like maybe toffee or..

Alana: They have got some newer ones like popcorn, popcorn ice cream?

Participant D: Pistachio Cornettos would be amazing as well

Tash: What is your favourite flavor Cornetto?

Participant C: I like the original.Participant E: No the Strawberry. Or the Mint.Participant G: Yeah, I love the Strawberry one too. Participant A: Original, the best. Participant D: I’m easy, I’d eat any.

Kristen: What would you guys say about the user-friendliness of a Cornetto? Like having to unwrap it and stuff. Would you prefer if it was packaged in a different way?

Participant A: It’s easy enough.Participant D: I’d say it’s pretty easy as it is.Participant E: I don’t know how else you could package it.

Alana: Do you think you’re more likely to enjoy eating an ice cream if you were in a group? Are you influence to buy them by other people buying them?

Participant F: I don’t know about enjoyment but if my friend was getting one I’d be more likely to buy one.Participant C: Ice cream is a social food.

Alana: Yeah, so would you all say that ice cream is a social food? Something you are more likely to eat with others rather than on your own.

All respondents agreed.Participant G: Yeah, you eat ice cream when you do things like go to the park or to the beach, and they are all social activities, and times you might get an ice cream, so yeah, you are more likely to eat them together.Participant B: Something like this is definitely a summer ice cream. You probably wouldn’t sit down in front of the tv on your own and eat one. It’s for outside, with friends.Participant C: I would usually only get an ice cream if my friends were getting one

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Tash: Is anyone likely to buy a pack of Cornettos like that, that you’d keep in the freezer? Or are they just kind of an impulse one off, like you’d just buy one?

Participant A: My mum would buy a multipack but I probably wouldn’t.Participant C: Yeah mine too.Participant E: Yeah, yeah.Participant F: Mine the same.Participant H: I think the only reason I’d buy a multipack like that is an impulse buy if it’s on offer and I think it’s a good deal. Otherwise I’d only buy one, just as and when I want them.Participant B: It’s more of a craving than something you’d keep stock of at home.Participant C: Or if a group of you and your friends were going to sit in the Arboretum or any park and you saw it was cheaper to buy a multipack, you might do that and split the price.

Alana: Are you influenced by incentives like buy one pack get another free or half price? Or buy one get another free to share with friends?

Participant C: Yeah.Participant F: Yeah, I think everyone likes a good deal.Participant H: Yeah probably.Participant A: Yep.Participant D: Probably.Participant B: Or you might just want the pack to yourself, if you don’t have enough friends.Participant C: Yeah you might need to find some more friends to share it with.

Tash: It’s quite interesting watching you eating your Cornetto and how everyone is unwrapping it bit by bit. And one of you has left your wrapper on. And a couple have taken the wrapper off completely. Is this something you’re thinking about whilst you’re eating it?

Participant C: I don’t want to touch my food, the cone.

Tash: So you leave your wrapper on?

Participant C: I just don’t like having my hands touching my food.

Tash: Because you know like a Magnum, how it starts melting and drips down your hand? Do you think it’s a strong point of a Cornetto that it isn’t so messy to eat?

Participant C: Yes

Kristen: So you know how a magnum can get quite messy and melts on to your hand when you eating it, do you think Corentto is good in that sense as it’s in a cone?

Participant A: Yeah it’s good that you can eat it without it getting all over your hands and its alot cleaner and you can eat it slowerParticipant B: You don’t feel like you have to rushParticipant C: It’s definitely a better ice-cream choice on a hot day

Shannon: Is there any sounds or smells you think of or associate with when you eat Cornetto?

Participant D: I think of holidays and summerParticipant F: Wafer and chocolateParticipant A: The beachParticipant E: Being with friends on a sunny dayParticipant H: I don’t like ice-cream that are overly fruity and sticky, because they smell quite fake and really messy, so I prefer cone and chocolate smells of ice-cream

Kristen- So do you prefer ice-cream to be a bit more simple?

Participant H: Yeah, it seems like more of a snack then

Alana- Have you got a particular way to eat your Cornetto?

Participant C: I eat the ice-cream then the coneParticipant E: I bite the top bit offParticipant G: leave the bottom bit right to the end as it’s my favouriteParticipant A: Eat the cone as you eat the ice-creamParticipant B: You have to eat it from top to bottom, as that’s how you get all the different parts together

Participant G: I definitely like the bottom bit the best

Shannon: How do you eat the bottom bit of the ice cream?

Participant H: All in one!Participant G: Yeah you have to eat the chocolate bit as a whole

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APPENDIX B

PARTICIPANT A

Alana: When you went to get pick and ice cream you chose it quite quickly did you know exactly what you were going to get before you went in?Participant A: Yeah I always get the same one, I always get a magnumAlana: Oh really so you’d always get a magnum?Participant A: I’d always get a magnum yeahAlana: Oh really? So in your head if you were ever going to go and get a snack would you ever go get a magnum?Participant A: A general snack?Alana: YeahParticipant A No probably not, unless it was sunnyAlana: Oh really? So what snack would you get if you were hungry and just wanted to snack on something?Participant A: A packet of crisps probablyAlana: So you’d only ever actually get an ice cream if it was sunny?Participant A: Yeah or if people I was with were getting one.Alana: Do you think it was hard to find or quite easy? Like would you know where to go?Participant A: Yeah I think I’d know where to go.Alana: Do you think you’re more inclined to buy something if it’s right at the front of the store?Participant A: Probably yeah, like the shops that have them along by the tills.Participant A: Is there anything that could make you change your choice from a magnum? Like do you think that if there was a special promotion on somewhere else or…..Participant A: I think if there was something new, because I might want to try that.

Shannon: What about the price?Participant A Yeah, anything under £2, I probably wouldn’t spend any more than that.Alana: Thank you.

PARTICIPANT B

Alana: Did you know what you were gonna get before you got it?Participant B: NoAlana: Would you normally have a certain one that you go for?Participant B: Ermm…I’m not a big ice cream person but i guess these are my favourite (mars bar ice cream).Alana: So would you go for something you already know, like a proper Brand, like chocolate ice cream, that sort of thing?Participant B: Ermmm i guess so yeahAlana: So when you think of ice cream what Brand comes into your head?Participant B: Cornetto probablyAlana: Cornetto yeah? Is that like the main one you think of?Participant B: Yeah yeahAlana: Would you ever think of going and getting a Cornetto?Participant B: No probably not no, I’m not really a big fan of themAlana: It took you quite a while to find it, did you not know where to look for ice creams?Participant B: No, I knew where the freezers where, but I didn’t know where the individual ice creams were.Alana: Do you think you’d be ore inclined to buy an ice cream if it was at the front of the store?Participant B: Ermm yeah, if it was maybe at the bit where you queue up to pay

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Shannon: What about the price?Participant A Yeah, anything under £2, I probably wouldn’t spend any more than that.Alana: Thank you.

PARTICIPANT B

Alana: Did you know what you were gonna get before you got it?Participant B: NoAlana: Would you normally have a certain one that you go for?Participant B: Ermm…I’m not a big ice cream person but i guess these are my favourite (mars bar ice cream).Alana: So would you go for something you already know, like a proper Brand, like chocolate ice cream, that sort of thing?Participant B: Ermmm i guess so yeahAlana: So when you think of ice cream what Brand comes into your head?Participant B: Cornetto probablyAlana: Cornetto yeah? Is that like the main one you think of?Participant B: Yeah yeahAlana: Would you ever think of going and getting a Cornetto?Participant B: No probably not no, I’m not really a big fan of themAlana: It took you quite a while to find it, did you not know where to look for ice creams?Participant B: No, I knew where the freezers where, but I didn’t know where the individual ice creams were.Alana: Do you think you’d be ore inclined to buy an ice cream if it was at the front of the store?Participant B: Ermm yeah, if it was maybe at the bit where you queue up to payAlana: So if your friends were getting one would you be more inclined to get one aswell?Participant B: Yeah sureAlana: So if you were going to get a snack what would you get?Participant B: Probably a sandwich, something savouryAlana: Would you ever think of getting an ice cream for a snack?

Participant B: No probably not, unless it’s really hot.

PARTICIPANT C

Alana: So did you know what ice cream you were gonna choose before you went in?Participant C: NoAlana: would you normally choose that one (twister) or…?Participant C: Yeah, I would normally get an ice lolly, like a Calippo or something.Shannon: Something fruity rather than ice cream?Participant C: YeahAlana: Do you have a Brand in general that you think of when you think of ice cream?Participant C: MagnumAlana: When you went into the store did you know where you were going? Participant C: Yeah, I knew where it wasAlana: do you think you’d be more inclined to buy one if the cabinet was at the front of the store or near where you pay?Participant C: Yeah maybe, if it was nice weatherShannon: so you said you hadn’t had one for years, so does it remind you of being a child and being young?Participant C: Yeah definitely

Participant D, E & F

Tash: So how often do you tend to buy ice creams?Participant D: Ermm..Participant E: when its hotTash: Just when its hot and sunny then?Participant E: Yeah Tash: Are you more likely to buy an ice cream on impulse if the cabinet is at the front of the store, the back of the store or doesn’t it really matter?Participant F: Just where ever I see themParticipant E: Yeah yeah Tash: But if you walked in store and the ice cream cabinet was directly there do you think you are more likely to buy it?

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Participant E: If I wanted one I guessTash: What’s your favourite ice cream?All: Rowntress Tash: So you’re more of lollypop people. If a friend was with you buying an ice cream are you more likely to buy one or feel influence to buy one then? Participant D: yes Tash: So you’re more likely to get an ice cream with a friend. Do you ever get an ice cream when you’re on your own? Participant D: NoParticipant F: Erm noParticipant E: Probably not Tash: What flavour ice creams do you usually go for?Participant D : Orange Participant E: Fruity flavoursParticipant F: Lemon Tash: What flavours do you go for ice cream wise like, strawberry, chocolate, vanilla? Participant E: StrawberryParticipant F: Mint Participant D: Vanilla

Tash: So do you guys like Cornettos?All: YesTash: Would you ever get a Cornetto if you saw one in the freezer?All NodTash: What flavour Cornetto would you go for?Participant F: Chocolate and Vanilla (conversation with Participate B) Participant E: Yeah chocolate and vanilla. Tash: what’s your favourite part of a Cornetto?Participant D: Chocolate at the bottomParticipant F: Definitely the chocolate at the bottom.Participant E: laughing and agreeing. Tash: Okay thank you very much.

Participant G & H

Tash: Can I just ask you what ice cream you have chosen? Participant G: Rowntree Fruit PastelTash: And why have you gone for a Fruit Pastel

Participant E: If I wanted one I guessTash: What’s your favourite ice cream?All: Rowntress Tash: So you’re more of lollypop people. If a friend was with you buying an ice cream are you more likely to buy one or feel influence to buy one then? Participant D: yes Tash: So you’re more likely to get an ice cream with a friend. Do you ever get an ice cream when you’re on your own? Participant D: NoParticipant F: Erm noParticipant E: Probably not Tash: What flavour ice creams do you usually go for?Participant D : Orange Participant E: Fruity flavoursParticipant F: Lemon Tash: What flavours do you go for ice cream wise like, strawberry, chocolate, vanilla? Participant E: StrawberryParticipant F: Mint Participant D: Vanilla

Tash: So do you guys like Cornettos?All: YesTash: Would you ever get a Cornetto if you saw one in the freezer?All NodTash: What flavour Cornetto would you go for?Participant F: Chocolate and Vanilla (conversation with Participate B) Participant E: Yeah chocolate and vanilla. Tash: what’s your favourite part of a Cornetto?Participant D: Chocolate at the bottomParticipant F: Definitely the chocolate at the bottom.Participant E: laughing and agreeing. Tash: Okay thank you very much.

PARTICIPANT G & H

Tash: Can I just ask you what ice cream you have chosen? Participant G: Rowntree Fruit PastelTash: And why have you gone for a Fruit Pastel

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Participant G: Erm it’s just my preferred choice out of all the selection Tash: Are you having this because you’re hungry, is it a snack, or just something you fancy?Participant G: It’s just something I fancyTash: Is that due to the weather or anything like that? Or just in generally, fancying an ice lolly?Partcipant G: Kinda just wanted oneTash: (addressing Participant H) and you’re not tempted to buy an ice cream yet?Participant H: (laughs) no not yetTash: Do you usually if you’re with friends and they buy an ice cream or a snack, does it make you want to buy one?Participant H: Erm sometimes yes, but at the moment I’m a bit like cold, cause its kind of chilly outside so I thought I don’t really want an ice cream but il just come along.Tash: So can I just ask you a few quick questions while you’re eating your ice cream? When you’re having an ice cream what kind of words and things do you associate it with?Participant G: Erm summerTash: Yeah summer, cold maybe? Like does it make you cold when you have it or refreshing?Participant G: Yeah cold actually it gives me brain freeze.Tash: You didn’t pick an ice cream you went for a lolly, any reason for that?Participant G: I didn’t really fancy any of the ice creams they had. Tash: They didn’t have any Cornetto in stock because there sold out but if they did would you have gone for one if you had the choice?Participant G: Erm potentially yeah Tash: What flavour Cornetto would you bemost likely to go for?Participant G: StrawberryTash: Whats your favourite part of a Cornetto?Participant G: ermmm… the ice cream on the top.Tash: what kind of triggers you to buy an ice cream?Participant G: If it’s hot, yeah if it’s hot normally.Tash: So would you consider that as a snack like you would a bag of crisps or chocolate bar?Participant G: Erm if it’s a lolly then no not

really but if it’s an ice cream then yes.Tash: After you’ve finished your ice cream or lolly are there any after thoughts? Like ow im full, or I could still have more?Participant G: Erm yeah maybe after an ice cream I might feel full, but not a lolly it’s just water really (laughs)Tash: Okay thank you very much.

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ii. ETHICS FORMS

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Interviewer: Natasha SaxtonInterviewee: Martin Collins, Ice Cream Van Vendor, Nottingham City CentreDate: 25.4.2013

Q) What ice creams do you find most popular? A) Cornetto and Magnum I find are the most popular.

Q) What time of day do you sell the most ice creams?A) I’d say between midday through until 3pm

Q) Do you find that costumers are alone when buying ice creams or with friends/ family?A) It varies, a lot of young children are with their parents but I get groups of teenagers, especially teenage girls.

Q) Are costumers most likely to buy one at a time or several to give to others?A )I guess more than one.

Q) Do you stock Cornettos? If so which flavors?A) Yes we stock Cornetto, and the flavors we have are the classico, mint and strawberry.

Q) Do you find that Cornettos are a popular choice?A)Yes definitely, usually the first thing I find myself looking for if I go to buy one.

APPENDIX Ci. ICE CREAM VAN VENDOR

INTERVIEWSii. NTU SUSHOPInterviewer: Natasha SaxtonInterviewee: Susanne Miller, Nottingham Trent Students Union ShopDate: 25.4.2013

Q) What ice creams do you find most popular? A) We tend to find that the Mars and Snicker Ice Cream bars are the most popular.

Q) What time of day do you sell the most ice creams?A) Lunch time mainly actually.

Q) Do you find that costumers are alone when buying ice creams or with friends/ family?A) Definitely with friends, no one wants an ice cream on their own.

Q) Are costumers most likely to buy one at a time or several to give to others?A) Usually one at a time but are queuing with others.

Q) Do you stock Cornettos? If so which flavors?A) We don’t have any in at the minute but we usually do, we have some on order. We stock original, strawberry and those new Enigma ones.

Q) Do you find that Cornettos are a popular choice?A) I would say strawberry.

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iii. NEWSAGENTInterviewer: Chloe Wicks & Shannon PeterInterviewee: Sharon Kingston, Employee at Spar convenience storeDate: 25.4.2013

Q) Where do you position your ice creams in store?A) They are kind of near the back, we don’t really give them priority of positioning, especially not at this time of year.

Q) How often do you update the POS?A) I look to change it each year but if there aren’t many changes within the ice creams on offer then the POS tends to stay the same. I like to update it every now and then to keep it looking modern and fresh – it makes it more enticing for customers to buy.

Q) What stops you from updating it more regularly?A) The cost and the inconvenience of having to order new things and there isn’t new things available really often either.

Q) How do your marketing techniques change from season to season?A) Sometimes we put stickers or posters or advertisements in the windows for ice creams in the summer. We also make sure our freezers are stocked more in the summer with ice creams and increase the variety we have on offer.

Q) Do you tend to arrange your snacks in one place?A)We only really sell snacks and so they are all in one place but grouped depending on their type. For example all the chocolate is together.

Q) What are the most popular ice creams you stock?A) Magnums are always popular but things like Calypos are also popular.

Q) Why do you think that is?A) Calypos are pretty cheap and nice and sometimes people want something more refreshing than a chocolatey ice cream. Magnums are very indulgent and a real treat so I think that’s why people like them.

Q) Do you find the position of items in store affects sales?A) The items near the till points are always quite popular with impulse shoppers. I’m sure we wouldn’t sell anywhere near as much chewing gum if it was positioned at the back of the store – these are the sort of things people don’t know they want but if they see it they will buy it.

Q) Do you sell a lot of Cornettos?A) Cornettos are pretty popular although nowhere near as much as Magnums. People seem to prefer the more interesting Cornettos like the strawberry flavour one, maybe the plain one is a bit boring.Q) Have you noticed any regular behaviour amongst customers buying ice creams? Have you spotted any ice creams of who buys ice creams?A) We tend to see groups of people buying ice creams rather than just on your own. Ice cream is a bit of a social food isn’t it?

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APPENDIX Di. CORNETTO SWOT ANALYSIS


STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

> Long standing traditional ice cream that is easily identifiable by the cone, the name,

> Comes in a range of different flavours and now sizes meaning the brand has an offering

that should suit most tastes> Lower calorie content than many of it’s

competitors, although research has revealed that if someone is going to enjoy an ice cream, they

want it to be indulgent and so the nutritional information is irrelevant.

> Easy to eat, not messy. Hygienic cone ice cream – hold it on the wrapper.

> Key features: chocolate lined cone stops waffle from getting soggy. Chocolate plug at the

bottom is enjoyed by many.

> Not ‘exciting’ enough – ice cream is an indulgence, although not seen as junk food, and so people want something that feels more of an experience and more ‘naughty’> Not a ‘first choice’ or a destination. People enjoy the product but aren’t in LOVE with it. > Sold through 3rd party retailers who have no cause to prioritise cornetto in their visual merchandising. Don’t own their own space.> Ice cream is generally a seasonal product and so Cornetto is less popular in winter months> Storage problems – can get crushed.

> ice cream is dropping its junk food stigma> Sits within the Walls portfolio, part of a big, successful corporation Unilever – funding to

advertise, scope to think big scale> New technology in ice cream production

could allow Cornetto to be more innovative with their product

> Rise in social media means they have very efficient channels to speak to their internet

native consumers very easily> Luxury ice cream market – people are willing

to spend more on indulgent treats and so a more sensorial/sensational Cornetto could

prove popular

> Frozen yogurt, gelato, other new frozen confectionary trends> Greater sensorial experience offered by brands such as Magnum> Cone format copied by many other brands who have brought out their versions of coned ice creams, e.g. flake, oreo> Saturated market with many competitors, the number of which grows continuously. > Supermarket own brands and copies of branded ice creams are a cheaper alternative. Lower disposable income for luxuries like ice cream?> Constantly bringing out new flavours could saturate the brand and distract from brand

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APPENDIX ELIST OF ILLUSTRATIONS

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APPENDIX FLIST OF REFERENCESTO PUT IT IN CONTEXT

Mintel Report (2012) Ice Cream - UK [online] Available via Mintel [accessed 24.04.2013]

Stylus (2012) Gastronomy: The Ice Cream Dream [online] available via Stylus [accessed 20.4.2013]

BBC (2011) Breast Milk Ice Cream Goes on Sale in Covent Garden [online] available at http://www.bbc.co.uk/news/uk-england-london-12569011 [accessed 5.5.2013]

Basi, C (2011) The Next Generation of Ice Cream: One Bite, Two Flavors [online] available at http://munews.missouri.edu/news-releases/2011/0909-the-next-generation-of-ice-cream-one-bite-two-flavors/ [accessed 5.5.2013]

Stoddell, H (2012) Unilever Puckers Up for Snog Investment [online] available at http://www.thegrocer.co.uk/companies/suppliers/unilever/unilever-puckers-up-for-snog-investment/230460.article [accessed 5.5.2013]

SNOG (2013) Snog Website [online] available at http://www.ifancyasnog.com/ [accessed 5.5.2013]

Unilever Ventures (2013) Snog Attracts Investment from Unilever Ventures [online] available at http://www.unileverventures.com/2012/06/11/snog-attracts-investment-from-unilever-ventures/ [accessed 5.5.2013]

Stockley, P (2012) All Together Now: ‘Just One Cornetto, Give it to Me’ [online] available at http://www.independent.co.uk/voices/commentators/all-together-now--just-one-

cornetto-give-it-to-me-7856473.html [accessed 5.5.2013]

Cornetto (2013) Cornetto Website [online] available at http://www.cornettouk.co.uk/ [accessed 5.5.2013]

Lindstrom, M (2010) Brand Sense: Sensory Secrets Behind the Stuff We Buy. 2nd ed. London: Kogan Page Limited

THE NEW MILLENIAL

Hanman, N (2005) Growing Up with the Wired Generation [online] available at http://www.guardian.co.uk/technology/2005/nov/10/newmedia.media online [accessed 20.4.2013]

Stylus (2012) Consumer Lifestyle: 16 May 2012 [online] available via Stylus [accessed 20.4.2013]

THE FIRST CHOICE ICE CREAM

Magnum (2013) Magnum Website [online] available at http://www.mymagnum.co.uk/ [accessed 29.4.2013]

Bunoan, V (2012) How Magnum Became ‘It’ Ice Cream [online] available at http://www.abs-cbnnews.com/lifestyle/10/16/12/how-magnum-became-it-ice-cream [accessed 29.4.2013]

Grush, A (2012) Magnum Pleasure Pod Is an Emotional Experience You Wouldn’t Suspect [online] available at http://www.mobilemag.com/2012/08/03/magnum-pleasure-pod-is-an-emotional-experience-you-wouldnt-suspect/ [accessed 29.4.2013]

Fig. 1: Snog Covent Garden (2010) available at http://crazywindowuk.blogspot.com/2010_04_01_archive.html accessed 18.5.2013

Fig. 2: Primary Methodology Table by Saxton, N (2013) own image

Fig. 3: Secondary Methodology Table by Saxton, N (2013) own image

Fig. 4: When & Where do you eat Ice Cream? Infogrpahic by Wicks, C (2013) own image

Fig. 5: What’s your first choice of ice cream? Infographic by Wicks, C (2013) own image

Fig. 6: The First Choice Consumer by Peter, S (2013) own image

Fig. 7: The Occasional Choice Consumer by Peter, S (2013) own image

Fig. 8: The Last Choice Consumer by Peter, S (2013) own image

Fig. 9: Magnums (2012) available at http://deamonaire.blogspot.co.uk/2012/03/how-to-enjoy-new-selecta-magnum-ice.html accessed 18.5.2013

Fig 10. Magnum Pleasure Pod (2012) available at http://www.jotta.com/article/v2-design-projects/2347/magnum-infinity-pleasure-pod accessed 18.5.2013

Fig. 11: Cornetto Lick It Challenge (2013) available at http://www.viralblog.com/online-marketing/cornetto-launches-licking-challenge/ accessed 18.5.2013

Fig. 12: Cornetto ‘Cupidity’ (2013) available at http://vimeo.com/59673823 accessed 18.5.2013

Fig. 13: Share a Coke With Chloe by Wicks, C (2013) own image

Fig.14: Carlsberg Friendship Test (2013) available at accessed 18.5.2013

Fig. 15: Cornetto Pair Pack by Guthrie, K (2013) own image

Fig. 16: Cornetto Pair Pack from above by Guthrie, K (2013) own image

Fig. 17: Singapore airlines (2012) available at http://johnnyjet.wpengine.netdna-cdn.com/wp-content/uploads/2012/01/Singapore-Airlines-SIN-NRT-Tokyo-Japan-Business-Class-Jan-23-2012-20.jpg accessed 18.5.2013

Fig. 18: Westin Hotel (2010) available at http://gdpnetwork.com/panama-attracts-two-westin-hotels-from-starwood.html accessed 19.5.2013

Fig. 19: Cornetto Smell Machine by Deighan, A (2013) own image

Fig. 20: Coke Friendship Machine (2012) available at http://www.psfk.com/2012/04/coca-cola-hug-vending-machine.html accessed 18.5.2013

Fig. 21: Coke Hug Machine (2012) available at http://www.pkvendingsolutions.co.za/custom-promotions-hug-a-coke-machine.php last accessed 18.5.2013

Fig. 22: Cornetto Perfect Pairs Machine by Deighan, A (2013) own image

Fig. 23: Cornetto Perfect Pairs Machine Screen by Deighan, A (2013) own image

Fig. 24: Cornetto Perfect Pairs Advert 1 by Guthrie, K (2013) own image



Fig. 27: Cornetto Perfect Pairs Vine Competition by Deighan, A (2013) own image

Fig. 28: Cornetto Perfect Pairs Vine Advert by Peter, S (2013) own image

WHAT’S THE BIG IDEA?

Joseph, S (2013) Cornetto in Content Push to Explain Cornetto Story [online] available at http://www.marketingweek.co.uk/Unilever-in-content-push-to-explain-Cornetto-story/4006532.article [accessed 25.4.2013]

Joseph, S (2013) [b] Cornetto Readies Push for Snack Market [online] available at http://www.marketingweek.co.uk/news/cornetto-readies-push-for-snack-market/4006217.article [accessed 25.4.2013]

Vidopp (2012) Cornetto Enjoy the Ride, Love the Ending Competition [online] available at http://www.vidopp.com/over-21/open-to-all/cornetto-enjoy-the-ride-love-the-ending-10000-euros-or-equivalent-open-to-all-due-november-20-2012/ [accessed 10.5.2013]

ICE CREAM OF FRIENDSHIP

Cornetto (2013) Cornetto Website [online] available at http://www.cornettouk.co.uk/ [accessed 5.5.2013]

Coca Cola (2013) Coca Cola GB Website [online] available at http://www.coca-cola.co.uk/share-a-coke/share-a-coke.html [accessed 29.4.2013]

Laurent (2013) Carlesberg Put Friends to the Test [online] available at http://www.adverblog.com/2013/03/13/carlsberg-put-friends-to-the-test/ [accessed 30.4.2013]

Laurent (2013) Carlesberg Put Friends to the Test [online] available at http://www.adverblog.com/2013/03/13/carlsberg-put-friends-to-the-test/ [accessed 30.4.2013]

TWO IS BETTER THAN ONE

Mintel Report (2013) Food and Drink Packaging Trends [online] available via: Mintel

[accessed 30.4.2013]

WHAT’S THAT SMELL?

Raleigh Green (2012) Smells like Good Branding [online] available at http://www.raleighgreeninc.com/blog/2012/02/24/smells-like-good-branding-how-multi-sensory-brand-strategies-can-work-for-you/ [accessed 12.5.2013]

Hollis, N (2013) Advertising: The Next Transactional Tool [online] available at http://www.brandingstrategyinsider.com/2013/04/advertising-the-next-transactional-tool.html#.UZAfeiuDQXw [accessed 24.4.2013]

Lippincott (2008) Engaging Customers Through Sensory Branding [eBook] available at http://www.lippincott.com/files/documents/news/SensoryBranding.pdf [accessed 12.5.2013]

Holohan, M (2012) Smells Like Nostalgia: Why Do Scents Bring Back Memories? [online] available at http://bodyodd.nbcnews.com/_news/2012/07/19/12817415-smells-like-nostalgia-why-do-scents-bring-back-memories?lite [accessed 2.5.2013]

COOL VENDING

Veenendaal (2012) 20 Interactive Vending Machine Campaigns [online] available at http://www.viralblog.com/trends-innovations/20-interactive-vending-machines-campaigns/ [accessed 29.4.2013]

SPREAD THE WORD

The Association of Magazine Media (2012) Magazine Media Factbook 2012/13 [online] available at http://www.magazine.org/insights-resources/research-publications/magazine-factbook/2012-key-factsonline) [accessed 24.4.2013]

26

Shively, K (2013) Vines sprout throughout the Grammys, Fashion Week, and even a snowstorm [online] available at http://simplymeasured.com/blog/2013/02/11/vines-sprout-throughout-the-grammys-fashion-week-and-even-a-snowstorm/ [accessed 24.4.2013]

Olanoff, D (2013) Just Six Months After Being Acquired, Twitter’s Vine Hits #1 Free Spot on Apple’s App Store [online] available at http://techcrunch.com/2013/04/08/just-six-months-after-being-acquired-twitters-vine-hits-1-free-spot-on-apples-app-store/ [accessed 9.5.2013]

#CORNETTOPERFECTPAIRS

Raymond, M (2013) Future Laboratory 2013 Trend Briefing: Strange Days [presentation] 24.04.2013

Stylus (2012) Vine: Mini Branded Videos [online] available via Stylus [accessed 20.4.2013]

Honan, M (2013) Why Vine’s Going to Grow into Something Huge [online] available at http://www.wired.com/gadgetlab/2013/02/why-vines-going-to-grow-into-something-really-huge/ [accessed 24.4.2013]

Vine (2013) Vine Website [online] available at https://vine.co/ [accessed 9.5.2013]

25

27

BOOKS

LINDSTROM, M (2010), Brand Sense: Sensory Secrets Behind the Stuff We Buy, Kogan Page Limited: London

MORGAN, T (2008) Visual Merchandising: Window and Instore Displays for Retail, Laurence King: London

SCAMELL-KATZ, S (2012) The art of shopping: how we shop and why we buy. Lid: London

QUART, A (2003) Branded: the buying and selling of teenagers, Arrow: London

ARTICLES

CRAIG, J. (2011). Table Talk. Sunday Times Style p61.7

HOLLWEGG, L. (2012). Hearty Helpings. Sunday Times Style p79-90.

SPRIGGS, B. (2012). Food News. Sunday Times Style . p75.

SPRIGGS, B. (2012). A Good Pud is One of Lifes Great Pleasures. All The Best Meals Come To A Sweet Sticky End. Sunday Times Style. p91.

ONLINE

ALAWADHI, A (2009) ‘Retail branding through sensory experience: local case-study at Chocolaterie Stam’ available at: http://lib.dr.iastate.edu/etd/10701/ accessed 5.5.2013

APPENDIX GBIBLIOGRAPHY

28

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COLBERT, A (2013) Vine Launches Trending Hastags available at http://mashable.com/2013/04/05/vine-hashtags/ accessed 9.5.2013

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DOBRIN, D (2013) ‘Share a Coke’ campaign - is it working? Available athttp://yougov.co.uk/news/2013/05/14/share-coke-campaign-gets-strong-start/ accessed 24.4.2013

GRUSH, A (2012) Magnum Pleasure Pod Is an Emotional Experience You Wouldn’t Suspect [online] available at http://www.mobilemag.com/2012/08/03/magnum-pleasure-pod-is-an-emotional-experience-you-wouldnt-suspect/ accessed 29.4.2013

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HOLOHAN, M (2012) Smells Like Nostalgia:

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HONAN, M (2013) Why Vine’s Going to Grow into Something Huge available at http://www.wired.com/gadgetlab/2013/02/why-vines-going-to-grow-into-something-really-huge/ accessed 24.4.2013

JOHNSON, S (2011) Case study: Coca-Cola ‘the friendship machine’ by Ogilvy Argentina available athttp://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1062527/case-study-coca-cola-the-friendship-machine-ogilvy-argentina/ accessed 24.4.2013

JOSEPH, S (2013) Cornetto in Content Push to Explain Cornetto Story [online] available at http://www.marketingweek.co.uk/news/unilever-in-content-push-to-explain-cornetto-story/4006532.article accessed 24.4.2013

JOSESPH, S (2013) Cornetto Readies Push for Snack Market available at http://www.marketingweek.co.uk/news/cornetto-readies-push-for-snack-market/4006217.article accessed 25.4.2013

LAURENT (2013) Carlesberg Put Friends to the Test available at http://www.adverblog.com/2013/03/13/carlsberg-put-friends-to-the-test/ accessed 30.4.2013LEHRER, J (2009) ‘Smell and Memory’ available at: http://scienceblogs.com/cortex/2009/11/09/smell-and-memory/ accessed 6.5.2013

LIPPINCOTT (2008) Engaging Customers Through Sensory Branding [eBook] available at http://www.lippincott.com/files/documents/news/SensoryBranding.pdf accessed 12.5.2013

MAGNUM (2013) Magnum Website available at http://www.mymagnum.co.uk/ accessed

29.4.2013

MARSDEN, P (2012) The Rise of the Social Vending Machine available at http://socialcommercetoday.com/the-rise-of-the-social-vending-machine-pay-with-a-tweet-tea-free-for-a-friend-coke-video/ accessed 24.4.2013

MAYERS, D (2013) Digitalizing the Retail Space available at http://ideaengineers.sapient.com/strategy/digitizing-the-retail-space/ accessed 24.4.2013

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LECTURES

Raymond, M 2013 (24 April) Future Laboratory 2013 Trend Briefing: Strange Days. Broadway Cinema, Nottingham

32

APPENDIX HCRITICAL PATH

APPENDIX IRESEARCH BLOGWe collected and collated all of our research onto a group blog that can be found at:

http://welovecornetto.blogspot.co.uk/

31

COMPILED BY : CHLOE WICKS & SHANNON PETER

33

APPENDIX JMEETING MINUTESDate & Time: 17th April 2013, 12.00pm

Location: Boots Library

Attendees: Shannon Peter, Chloe Wicks, Kristen Guthrie & Alana Deighan

Absent: Tash Saxton

Agenda> Complied the critical path and planned the stages of the project> Discussed our ideas for consumer research and planned an observation activity, focus group and survey. > Discussed ideas for in store research – collecting photographs, interviewing ice cream man/ newsagent on ice cream purchasing.> Distributed topics for reading (although we are all to read around each topic, these are the ones to focus on):Alana – Sensory BrandingKristen – Instore environments, consumer decision journeysShannon – The consumer, The New Millenials (including research at Designer Forum)Chloe – Cornetto, the history of the brand and past campaigns and activitiesTash – The ice cream/snacking industries> Booked room for focus group 10-12pm on Wednesday 24th April

Plans for next meeting(s):Meeting Sunday 21st April, 2.00pm to carry out consumer observation task, voxpops and interviews with shop owners (Shannon to bring camera and ethics forms, everyone to bring £2)Meeting Monday 22nd April to plan focus group (24th April) and survey

Date & Time: 21st April 2013, 2.00pm

Location: Tesco Express, Shakespeare Street

Attendees: Shannon Peter, Chloe Wicks &Alana Deighan

Absent: Tash Saxton & Kristen Guthrie

Agenda> Collected three videos observing the consum-er decision journey when buying an ice cream. >Also collected three post purchase interviews that brought to light some insights about buying ice creams. >Kristen and Tash to collect 2 more at another location

Plans for next meeting(s)Meeting Monday 22nd April to plan focus group (24th April) and survey

Date & Time: 22nd April

Location: Library

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Tash Saxton & Kristen Guthrie

Agenda>Plan focus group: activities, objectives.

Plans for next meeting(s)> Carry out focus group on 24th April> All to bring 2 x attendees for focus group> Tash to purchase Cornettos before focus group> Shannon to film focus group

34


Date & Time: 24th April 2013, 10.00am

Location : Boots Library, Shakespeare Street

Attendees: Shannon Peter, Chloe WicksAlana Deighan, Tash Saxton & Kristen Guthrie

Agenda> Carry out focus group> Collect consumer research on Cornetto> Film attendees eating ice cream> Record consumer insigts

Plans for next meeting(s)> Fri 26th April, Brainstorm our “big idea”> All to come with all of our research to brain-storm ideas and report back findings to the rest of the team

Date & Time: 26th April 2013, 11.00am

Location: Boots Library, Shakespeare Street

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Tash Saxton

Absent: Kristen Guthrie

Agenda> Mind mapping for our big idea> Ideas generation and sharing all ideas, big or small> Discussing consumer research and deciding on key points> Identifying the problem/strategy for the pro-ject – Cornetto is rarely someone’s ‘first choice’> Discussing possibilities for the ‘big idea’ – sticking with Cornetto’s brand ethos of fun and their ‘enjoy the ride, love the ending’ slogan. > Discussing possibilities for the ‘big creative idea’ – looking at concept of friendship and fun.> Sharing reading research: sensory branding, the new millenials

Plans for next meeting(s)> Transcribe focus group voice memo

> Further ideas generation on chosen concept of Friendship> Further research on vending machines, sen-sory branding techniques and the new social media tool Vine.> 27th April – recap and sharing any new ideas.

Date & Time: 29th April 2013, 1.30pm

Location: Boots Library, Shakespeare Street

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan & Tash Saxton


Agenda> Quick catchup on any new ideas we have had on our friendship concept

Plans for next meeting(s)>Keep researching and generating ideas for our executions:> Social Media – Vine competition> Vending machine – Friendship Machine? 2 for 1 Cornetto concept> Double packs – share with a friend> Visual Merchandising> Sensory Branding> 2nd May – Rounding up ideas, deciding on a final strategy, big idea and big creative idea. Executions to keep developing. Aim to share out preliminary writing tasks for the report.

Date & Time: 2nd May 2013, 1.00pm

Location: Outside Arkwright Building, NTU

Attendees: Shannon Peter. Chloe Wicks. Alana Deighan, Kristen Guthrie

Absent: Tash Saxton

Agenda> Discussed and developed ideas for creative

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marketing campaign and executions.> Discussed research on sensory branding, vending machines, social media and current Cornetto ‘Big Idea’> Divided up sections of the first half of the report to start writing over the weekend:Introduction and Context – ShannonMethodology – TashConsumer – ChloeIdentifying the problem (strategy) - AlanaThe (current) Big Idea - Kristen

Plans for next meeting(s)> 7th May 2013> Aim to spend ten minutes with Michelle explaining our progress and gaining feedback on what we have done so far.> All to have completed the initial writing for the report so we can start compiling and editing.> All to come with new ideas for social media campaign and vending machine – decide on final mechanics of this.> All to come having looked at consumer decision journey.> All to come with ideas for the visuals of our report.> Start compiling visuals and infographics for report.

Date & Time: 7th May 2013, 11.00am

Location: Waverly Gallery

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan. Kristen Guthrie, Tash Saxton

Agenda> Compiled all the preliminary writing into one document to review.> Discussed final execution ideas and make decisions on exactly what they will be. Creative idea: PAIRS. > Pair Packs> Vending Machine – Pair challenges.> Vine competition – enjoying a pair pack, get

creative> Photoshoot – quirky pairs, best things come in twos, styled to match the flavours. > Plan ideas for photoshoot and date/time etc> Discussed progress and ideas with Michelle who gave positive feedback and said we had some strong ideas – just need to bring in something to do with visual merchandising that can be rolled out across numerous stores.

Plans for next meeting(s)> Thursday 9th May, 1.00pm> Start mock ups and report writing for our visuals> Complete preliminary sections of report and edit to make sure it flows> Consumer profiles> All to bring new ideas for visual merchandising in store.

Date & Time: 9th May 2013, 12.00pm

Location: Waverly Computer Room

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Kristen Guthrie, Tash Saxton

Agenda> Continued writing and shared out which executions each of us will write about- Double Packs – Tash- Photoshoot – Kristen- Vending machine – Chloe- Sensory Branding In Store – Alana- Vine competition – Shannon

Plans for next meeting(s)> Friday 10th May 9, 2013> Compile all writing sections together in one document and edit as a group to ensure it flows as one report> Begin mock ups > Bring together individual bibliographies> Case studies > EVERYONE to bring their writing without fail.

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Location: Waverly Computer Room


Agenda> Compiled all individual writing sections.> Had preliminary read through and edit of spelling/grammar>Decided on campaign slogan ‘Cornetto Perfect Pairs’

Plans for next meeting(s)> Kristen to finish her writing before next meeting> Saturday 11th May, 11.00am> All to read through full report and make edit suggestions to improve the flow of the report> Aim is complete the full writing of report ready to put on InDesign> All to bring ideas for visuals and the visual identity of the report



Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Kristen Guthrie

Absent: Tash Saxton

Agenda> Read through new sections of report and checked for grammar, spelling and making sure ideas were explained properly> Full writing of report was not compiled as edits were needed to be made and some sections are yet to be written.> No computer access so no chance to look at visuals for the report.

Plans for next meeting(s)


> Meeting Sunday 13th May, 3.00pm> Complete report writing> Start compiling appendix> All to bring final contributions to the report so it can be compiled fully



Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Tash Saxton


Agenda> Read through new sections of report and checked for grammar, spelling and making sure ideas were explained properly> Start on visuals and mock ups> Discussed ideas for visuals and what the report could look like

Plans for next meeting(s)> Shannon to compile list of references and check referencing throughout report> All to ensure their final writing sections are completed as a final copy by tomorrow, final deadline> Shannon to check through word counts and ensure we have all written enough and not too much> Meeting Monday 13th May, to compile final version of report> Tash to bring full transcript of focus group


Location: Waverly 117

Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Tash Saxton, Kristen Guthrie

Agenda

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Date & Time: 15th May 2013, 11.00am – 4.30pm



Agenda> Took turns to layout individual pages on the InDesign document> Everyone worked on infographics and mock ups> Tash wrote plan for photoshoot> Chloe ensured all transcripts were complete

Plans for next meeting(s)> Meeting Thursday 16th May, 11.00am> Continue mock ups and Indesign layout> Shannon to start doing Appendix on InDesign

Date & Time: 16th May 2013, 1.00pm – 5.30pm


Attendees: Shannon Peter, Chloe Wicks, Alana Deighan, Kristen Guthrie, Tash Saxton – 1.00pm – 3.30pm

Agenda> Alana continued with smell machine and vending machine mock ups> Kristen continued with logo and pair pack mock ups> Chloe continued with infographics> Shannon continued with InDesign layouts and beginning the Appendix> Tash scanned ethics forms and sent to Shannon

Plans for next meeting(s)> Still waiting for all to send bibliographies to Shannon to compile> Meeting Friday, 17th May, 1.30pm> Aim is to complete Report on InDesign and Appendix on InDesign

Final write up of report compiled and ready to apply to InDesign

Plans for next meeting(s)> All to send bibliographies to Shannon to compile> All to send items for the Appendix for Shannon to compile – Case Studies, Transcripts etc.> Meeting Tuesday 14th May, 11.00am> Shannon to talk to printer about specifications for printing> Set up InDesign document and begin layouts> Begin visuals and infographics

Date & Time: 14th May 2013, 11.00am



Absent: Tash Saxton

Agenda> Shared ideas for layout designs, fonts and colour schemes> Decided on a clear visual identity> Planned out InDesign document and labeled each page> Collated inspirations for visual identity on Pinterest> Double checked all the text for report and made final edits

Plans for next meeting(s)>Still waiting for all to send bibliographies to Shannon to compile> Still waiting for all to send items for the Appendix for Shannon to compile – Case Studies, Transcripts etc.> Meeting Wednesday 15th May, 11.00am> Plan photoshoot for Saturday> Continue with InDesign and start adding content> Visuals and mock ups

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Plans for next meeting(s)> Printing Monday 20th May at 11.00am

> Shannon to edit fonts at home ahead of tomorrow> All to bring anything extra for the appendix> Tash now absent until Monday 20th May

Date & Time: 17th May, 1.30pm



Absent: Tash Saxton

Agenda> Finish final mock ups and infographics> Kristen to design her pages of report and appendix> Report cover and inside cover> AIM : Finish both report and Appendix, just with photoshoot to add

Plans for next meeting(s)> Photoshoot Saturday 18th May> Edit photos and add to report in afternoon> Any final edits and additions to report and appendix, so files are ready to print.

Date & Time: 19th May, 12.00pm

Location: On set for photoshoot


Absent: Tash Saxton

Agenda> Carry out photoshoot> Film Vine videos> Edit photoshoot> Add Vine images to report> Finish list of illustrations> Save Report and Appendix ready to print


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APPENDIX KCASE STUDY : SNOG

“The snog experience starts the moment you walk into one of our shops”. (Snog 2013: online) But what is the snog experience?

Visiting a Snog store ourselves gave us insight into the consumer journey. Before even crossing the threshold, a staff member is there to greet you, pile of coupons in hand. “Would you like to try a snog?” he asks as he passes you a voucher that entitles you a free taster.

You are able to try all the flavours of frozen yogurt before you make the decision of which you would like to try in full size. The toppings are contained in bowls behind a glass case, reminiscent of ‘pick & mix’ confectionary stands. Potentially, the reference to childhood sweets is to signal to nostalgia and target an emotion within the consumer – a tactic used by many brands.

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The popularity of the frozen product has also been attributed to its fat free nature… Guilt free? Unfortunately, Cornetto cannot claim to be fat free but it is lower in calories than many of its main competitors.

Although Cornetto is slightly more guilt-free than other ice creams in the same category of individual frozen confectionary, it would seem that frozen yogurt owns the ‘healthy frozen treat’ market and therefore, this would perhaps not be the most effective message to market the ice cream. Furthermore, our focus group research revealed that when our target consumer decide to eat an ice cream, they are not interested in the nutritional information – one participant said: “if you’re gonna have an ice cream it’s like ‘who cares?” (Candidate B, 2013, Cornetto and Ice Cream Consumption Focus Group, 24.4.2013, Appendix A) and another

said “I don’t have time to be worrying about that. I just want to enjoy it.” (Candidate F, 2013, Cornetto and Ice Cream Consumption Focus Group, 24.4.2013, Appendix A)

However it can also be argued that the creativity and innovation portrayed by the brand is another reason it is so appealing. “Snog always advocates the best in interior design, graphic design, product design, art, music and fashion to create an exciting consumer experience.” (SNOG 2013: online)

Their Covent Garden store represents a “surreal modern day orchard” (Caterer and Hotel Keeper 2009, online). “Fruit trees grow upwards into a sky canopy filled with thousands of colourful fruits made from intensely animated light. Step onto the green grass lawn and find yourself immersed in an unknown world where Marcel Wanders furniture sits alongside bespoke and unusual pieces.” (Snog 2013: online].

Snog prides themselves on using innovative designers to create their store environments and make them sensorial experiences. Each of their stores are “individually-designed by trendy, nascent designers, are something of a draw in

Snog Frozen Yogurt

themselves.” (Birkett 2009: online) In her article for Caterer and Hotel Keeper, Birkett suggests their stores are the real main reason SNOG maintains sales all year round (Birkett 2009: online) and Tristan Pestana, the company’s co-owner revealed that “one of their busiest days this year was when it snowed - we had a queue going out of the door.” (Birkett 2009: online)

Of course, owning retail space gives Snog an advantage over competitors in the ice cream sector, such as Cornetto, who sell through other retailers. This means it’s hard to apply the same level of creativity to the Cornetto brand. However, there are some things we could potentially take from SNOG to improve the Cornetto consumer experience:

> Experience at Point of Purchase that targets more than just the sense of sight.

> Targetting an emotion or using memory to engage with the consumer.

> Using innovations and innovative designers to add authority and interest to Cornetto communications.


REFERENCES

SNOG (2013) Snog Website [online] available at http://www.ifancyasnog.com/ [accessed 5.5.2013]SNOG (2013) Snog Website [online] available at http://www.ifancyasnog.com/ [accessed 5.5.2013]Birkett (2009) Is Frozen Yogurt the new Ice Cream? [online] available at http://www.catererandhotelkeeper.co.uk/Articles/2009/08/28/329505/is-frozen-yogurt-the-new-ice-cream.htm accessed 5.5.2013SNOG (2013) Snog Website [online] available at http://www.ifancyasnog.com/ [accessed 5.5.2013]

Birkett (2009) Is Frozen Yogurt the new Ice Cream? [online] available at http://www.catererandhotelkeeper.co.uk/Articles/2009/08/28/329505/is-frozen-yogurt-the-new-ice-cream.htm accessed 5.5.2013Birkett (2009) Is Frozen Yogurt the new Ice Cream? [online] available at http://www.catererandhotelkeeper.co.uk/Articles/2009/08/28/329505/is-frozen-yogurt-the-new-ice-cream.htm accessed 5.5.2013Birkett (2009) Is Frozen Yogurt the new Ice Cream? [online] available at http://www.catererandhotelkeeper.co.uk/Articles/2009/08/28/329505/is-frozen-yogurt-the-new-ice-cream.htm accessed 5.5.2013

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APPENDIX LCASE STUDY : FRIENDSHIP MARKETING

COMPILED BY : KRISTEN GUTHRIE

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i. CARLSBERG

In March 2013, Carlsberg released a new online video advert featuring a prank campaign.

Linking to the brand’s new strapline of ‘Standing up for a friend... Now that requires a Carlsberg’, the prank involves calling a friend in the middle of the night for help with a poker game gone wrong. If the friend agrees, they need to go through a series of dodgy locations and people to make it to the third floor poker room.

Once the friend arrives, a crowd jumps out saying ‘True mate’ and a banner falls with the Carlsberg strapline. Within five days the video already reached 1.5 million views and also

includes a Facebook app so fans can find out how many of their friends would help them out in the middle of the night.

The idea of having to involve a friend, who is close enough with you to help you out in this situation, creates a personal bond between the brand and the consumer. This is done by linking the product to an experience shared with a friend. This experience will then become a personal memory that stays with the consumer and therefore bonds them to the product.

Carlsberg Friendship Test

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ii. BUDWEISER

In December 2011, Budweiser conceived a promotional idea entailing a series of game show competitions called Band of Buds. In 18 cities around the USA, teams of friends had to compete against each other through small game tasks for a chance to go to Las Vegas and be in the running for the $100,000 prize. Each task consisted of team based activities such as video game playing, obstacle courses, and card games.

All tasks had to be done as a complete group, using every friend in the team to participate.

Having friends come together and rely on each other to win each task, and in turn the whole prize, ties the idea of friendship to the brand. Each ‘band of buds ‘ will now have personal memories to associate to the brand and product, creating a new bond that formally may not have existed.

iii. COCA-COLA

In 2011 on Friendship day, celebrated in Latin America, the Friendship Machine was brought to life. This machine was a coca-cola vending machine, almost twice the height of a normal one. With a 2 for 1 button placed at the top of the machine, the idea was to get consumers to have to work together to be able to reach the button, and in turn get the two bottles of Coke. The brand then released their ‘Share a Coke’ campaign in 2013. For the first time the brand name and logo featured on the product bottle, would be replaced with one of 150 of Britain’s favourite names. The idea is that a consumer would purchase a bottle with a friend’s name printed on, to share together.

With the Friendship Machine, having the consumer rely on a second person, again creates the idea of a personal memory being associated with the product. Keeping the same friendship momentum, the named bottles, get consumers to think about the one person they would share anything with. This personal step will then create a more humanistic quality to the brand. With both of these ideas, the brand is forming a bond between the consumer, giving them something to associate to; friendship.

Budweiser Band of Buds

The Coca-Cola Friendship Machine

APPENDIX MCASE STUDY : MALTESERSMORE TO SHARE

COMPILED BY : NATASHA SAXTON

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Linking to the idea of friendship and sharing when looking at packaging one of the brands we looked at as part of our case study and for inspiration is Maltesers share pack. Brands are considering the post purchase of their products and how, where and when their consumers would most enjoy and are likely to enjoy the product. Malesters launched the “Share Pack” a bigger bag created as an idea in 2011 and have recently launched the share box alongside their new style of bar Maltesers “Teasers”.

Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “The launch of Maltesers Teasers is set to reenergise the block category and attract new customers who are looking for a treat or for sharing with friends and family.”

Maltesers Share Pack

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COMPILED BY : NATASHA SAXTON

Looking at Maltesers advertising campaigns they heavily promote the idea of sharing and friendship, having fun whilst enjoying the product. Putting consumers in situations where the are most likely to have Maltesers and playing on a fun and lighthearted way.

For example through their advertising campaigns:> In the office with a friend> Couples watching TV- In this advert the sharing pack is featured while a set of couples are watching a film. Like we are suggesting for Cornetto to show locations and occasions where the product is enjoyed amongst friends> Two young work colleges in the office- This advert again plays on the humour side marketing the idea of sharing the Maltesers, so the pleasure and taste but also sharing the ‘naughtiness’ and ‘cheek’ of doing it in the office. The ad focus on the idea of not eating these alone and having more fun and enjoyment from the product when sharing with friends.

Maltesers emphasise the idea of fun engaging with the product, collaborating with the Saturdays on creating a viral video this again highlights enjoying the product alongside friends. The Viral video ran as part of Maltesers comic relief campaign and encouraged consumers to take part in a series of challenges surrounding the idea of doing these challenges with friends and in order to win prizes. This engages consumer’s pre and post purchase and also establishes a connection with the brand, which is really important to ensure brand loyalty. These challenges were fun and engaging again highlighting the need to have a friend or a group with you when performing the challenge.

Maltesers Share Pack Social Media

Maltesers & The Saturdays Social Media

APPENDIX NCASE STUDY : COOL VENDING

COMPILED BY : CHLOE WICKS

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BRAND NAMEPepsi ‘The PepsiCo Social

vending machine’This machine allowed customers to send their friends and family the gift of a Pepsi brand drink wherever they were in the world or country (Veenendaal, 2012: online).

Nokia This vender played on their ever increasing “Random Acts of Kindness” vision that allows anyone to simply check-in to one of the vending machines via Foursquare to release some sort of surprise, ranging from refresher bars to mobile phones.

‘The Nokia Foursquare gifting machine’

This machine was aimed at rugby fans and ran on tackles, not coins. In order to dispense one cold Salta Beer someone had to ram the machine. Rugbeer was so successful that it toured the region, leading to 25% more beers sales in the bars that it visited.(Veenendaal, 2012: online)

BOS Ice Tea ‘The BevMax 4.45 vending machine’

This machine was a Twitter activated vending-machine. people had to send and share a tweet (@bos BOSTWEET4T) and then the machine would release a free ice tea.

Salta Beer ‘The Rugbeer Machine’

IMAGE DESCRIPTION

COMPILED BY : CHLOE WICKS

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Australian rice snack brand ‘Fantastic Delites’

‘Delite-o-Matic. Vending machine’

They created the special vending machine Delite-o-Matic, which was an ambient and interactive advertising campaign which challenged people online and on the street to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them. Consumers took part in a range of tasks to win themselves a free pack.

As part of their ‘Spread Happiness campaign’ they have implemented a range of vending machines around the world including this - an oversize vending machine, which had a 2 for 1 offer button so high up on the machine it required people to work together to reach it. Coke sales from the machines were 1075% higher than regular vending machines (Veenendaal, 2012: online).

Coke

‘The Friendship Machine’

Coke

‘The pop up Coca-Cola Hug Machines’

Another innovative machine they created were these ‘Hug Me’ machines. When people hugged the machine they were rewarded with a free can of Coke.

BRAND NAME IMAGE DESCRIPTION

REFERENCES

Veenendaal (2012) 20 Interactive Vending Machine Campaigns [online] available at http://www.viralblog.com/trends-innovations/20-interactive-vending-machines-campaigns/ [accessed 29.4.2013]

APPENDIX MPHOTOSHOOT BRIEFPURPOSE

To create a set of advertising images with a quirky high fashion theme that reflects Cornet-to and the launch of our new marketing cam-paign “perfect pairs”

WHAT DO WE WANT TO CAPTURE?

3 strong images that can work successfully as individuals and also a trio series. The images will resemble the Cornetto flavours, Strawberry, Mint and Original through use of colour and location.

INSPIRATION

>500 days of summer (film) - Taking references from the way the film has been shot: soft light-ing, quirky outfits and visuals, playful atmos-phere.> Dulux advert: Playing on the use of colour- creating a theme of defining someone by the colour their wearing.> “Twin Look” inspired fashion shoots. Such as Mulberry, Balenciaga and the Kooples.Mood – High fashion, quirky, surreal, subdued, playful

POSSIBLE LOCATIONS

We want the background of the image and loca-tion to subtly be inspired by the flavour we are capturing. The location needs to be somewhere our consumers are likely to be or go, so they can personally relate to the shoot. > Mint Flavour- grassed area such as a park (ie, Arbortum).> Strawberry- Restaurants/ stores/ building with

red interiors, creating a familiar homely atmos-phere.> Original- White wall, Newton building, Concrete background, Multi-storey car park. Creating a blank canvas for a more stripped back to the point image.

MODELS > Similar looking > Will be dressed in the colour clothes of the ice cream flavour they are representing.> Two per shoot to show the idea of friendship > In situations where they might be enjoying a Cornetto with a friend (ie, Sat on a bench together holding Cornetto, in the park, at home)> Preferably the a set of two female models in one shoot, two males, male and female in another- showing Cornetto is for all kinds of Pairs/ friends. Reflecting the combination idea.

The overall concept of the photo-shoot is to promote the diversity of Cornetto through their new perfect pair campaign. By focusing on a slight high fashion theme we plan to appeal to the younger target consumer and their interests, why still advertising the product in an innovative and approachable way that still appeals to the overall consumer group.

TEAM

Photographer- Kristen GuthrieStyling and Art direction- Shannon Peter, Chloe Wicks, Alana Deighan

DATE OF SHOOT

Saturday 18th May 2013

COMPILED BY : ALANA DEIGHAN & NATASHA SAXTON MOODBOARD BY : ALANA DEIGHAN

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cornetto appendix

Documents

eating ice cream

ice cream van

ice creamparticipant

chocolate participant

cornetto product

sweets participant d

coneparticipant e

chocolateparticipant