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Conclusion The impact of social media on consumers buying behavior
Impact of social media and consumer behavior essay
Social media and its impact on consumer behaviour
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Brand personality
In 1997, Aker defined brand personality as “The set of human characteristics associated with a brand.” (Aker, 1997).
Cold Stone started in 1988 as a “new ice cream concept”, and although it was not the first ice-cream mixing company (Eli Protony), they successfully managed to create the buzz needed to generate a public image to be a leader. The fresh ingredients used in their shops combined with their employees’ style and their “song like” welcome line gives the place a cheerful, exciting and young atmosphere especially when considering the acrobatic way their cons are filled with ice-cream. The image of the shops goes way behind being a regular ice-cream shop; it is a place that will definitely make you happy. They will sing for you, dance, jump, and smile and finally give you an amazingly delicious treat.
In 2002, Cold stoned partnered with Make-A-Wish foundation lunching a charity program funding over 100,000USD. Which clearly was meant to give the social, carling and giver traits to the company, especially that the program went very well, and in 2003 Cold Stone was the first company ever to raise up to USD 340,000 for the Make-A-Wish foundation. The company further stressed on the socially aware image, in 2004, 2005 they managed to raise more money. The company successfully managed to be perceived as the “good “ice-cream company. In 2006, Cold Stone went into the “smoothies” and managed to take the lead in the
Smoothies booming market, giving it the ever renewing, up to date, and intelligent company image.
The “love it love it” campaign that was launched in 2007, was all about the love and the passion of ice-cream. The promotion stressed on the motional side, it was all about how much people would love...
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...ne’s social approval would increase, and they may positively affect customers’ self respect, as being environmentally positive. If these campaigns are focusing on customers as a social responsibility and engaging customers through making an environmental-green and healthy eating community, customers and self satisfaction and loyalty level of engagement would increase.
Advertising
because cold stone wants to build strong customer relationship, It lauanched mobile coupon program, in which customers can send the word cream to certain number, then they can get free scoop of an ice cream. this way of advertising was done to increase sales in the shop. cold stone succseeded in using mobile marketing and promotion. ''love it love it'' campagian was released by cold stone, in order to test customer love for ice cream. each advertisment in cold stone has its own story.
Everyone is looking for better and healthier life! People today pay more and more attention to the food they eat, they want it to be healthy and tasty, on the other side modern life is so dynamic and eventful, that the food must be fast. So you need to come up with something that will support all these needs. The great solution is Frozen Yogurt. It is a refreshing, savory dessert that combines the flavors and textures of ice cream and sherbet. Frozen yogurt is a new-comer in the dessert market. Nevertheless, “the history of frozen desserts dates back thousands of years to Asia where water ices were first made.’’ (wiki) Yogurt was brought to the U.S. in the early 1900s and steadily increased in popularity as a health food item over the next several decades. By the 1970s, with the popularity of ice cream technology was transferred to the production of frozen yogurt. But it’s entry into the dessert market was a distinct failure—consumers complained that it tasted too much like yogurt. Relaying on consumer demand for a sweet product that tasted like ice cream, TCBY opened its first store in 1981. The highest popularity comes to Fro-yo by the mid 1990s. But in the late 1990s as Americans turned their attention to high-protein, high-fat diets, demand for frozen yogurt slowed considerably. Low-fat foods such as frozen yogurt fell out of favor as food trends preferred higher fat and lower cost ice cream at the turn of the millennium. Trends changed back to frozen yogurt in the mid 2000s with the advent of live probiotic powder-based mixes. Over the last decade the production of frozen yogurt has grown multi-million dollar business with dozens of competing companies.
When companies try to advertise their product they try to convince you by making it look glamorous and persuade you into thinking that you need the product that they are selling. The commercial that I’ve chosen is called “McDonald’s Pay with Lovin”, it was shown during the 2015 Super Bowl Commercial. It was promoting to spread the love. But also the company was convincing the target audiences to purchase their products and repurchase it. America’s most famous fast food chain restaurant is trying to use the opportunity to get their customers to come and spread the word about Pay with Lovin, so that more people can come to the store. The reasoning behind this, according to New York’s time, fast food chain McDonald, is suffering a great deal amount of loss. Twenty one percent has dropped in the fourth-quarter earnings in 2014, their net income went by fifteen percent to 4.76 billion. So McDonald is losing to other chains like Shake Shack and Chipotle. McDonald is the world’s leading food service organization, who is suffering a great loss to other companies, and is trying to change things up.
o The remaining $125,000 up front charge would not be owed until ICEDELIGHTS provided one acceptable location and the lease was signed
Staying in touch with their customers would not enable Ben and Jerry to be as successful as they have become if their ice cream was not high quality as well. The second value the company espouses is to use only wholesome, natural ingredients. They began their operation on this premise, utilizing fresh Vermont milk and cream to create their frozen concoctions. During a period of volatility in the dairy market in 1991, the company went so far as to pay a dairy premium totaling a half million dollars to combat Vermont dairy farmers’ losses. This helped protect the family farmers who supplied the milk for Ben and Jerry’s ice cream.
Ben and Jerry's Ice Cream is a brand name company known worldwide. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there by achieved a strong customer base. The mission statement of their product line is "to make, distribute, and sell the finest quality all natural ice cream while incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment".(1)
In relation to this case, Target Corporation depicts a brand personality among its target audience. Target Corp. is considered as the retail store that caters to the younger and more educated and well-off clientele as to compare with its rival. In a survey conducted, Target Corp. shoppers fall on a 46 years old age median, mostly female, have children at home, and attended or completed college (Target Corporate Facts, 2006). Thus, the target market is perceived to be sophisticated. However, with the corporate values the corporation applies, the brand personality serves as one of its distinguishing pro.
By using pathos to give the audience a sense of harmony with their community and evoking feelings of togetherness, Coke brought together a larger audience than they probably imagined. Although ethos was not as strong, the end credits for the commercial did boost the credibility for Coca-Cola with them admitting to what they did in the production, why and their continuous use today of the idea of sharing a coke. This particular commercial remains a major success for the company itself and in all honesty, boosted the ethos of the company in providing the audience with something they can relate to on an everyday
Product: "To make, distribute and sell the finest quality all natural ice cream and related products in a wide variety of innovative flavours made from Vermont dairy products."
...ice meal option and the nutritional value of meal offered (Teutsch, 2003). For these reason, McDonald’s brand image and sales have been faced huge impacted. Therefore, McDonald’s uses new promotional strategy to deliver clear and consistency message- “healthy food” as well as reestablish its image through IMC. IMC strategy has become an effective and successful marketing model that been adopted as a standard and achieved business objectives (Herstein et al., 2008). Furthermore, IMC strategy potentially enhances the effectiveness of the firm's advantage, and also could positively influence brand image (Madhavaram et al., 2005). Consequently, this project is useful for marketers to better understand IMC concepts and making useful and available promotional strategies. Also, it will be benefit on McDonald’s now or in the future, or whether others specialist industry.
ice cream belonging to the premium category. Based on our analysis, we have identified two major
If one were to survey one hundred people of varying ages, and ask, "What is one of America's favorite frozen treats", ice cream would undeniably be a top answer. Consumed in the quantity of 1.6 billion gallons a year in the U.S. alone, ice cream is a part of many American "food" traditions and has popularity that extends even beyond our borders (The History of Ice Cream). In exploring the topic of ice cream, it doesn't take long to realize it has a rich history, it has stayed the same and yet has certainly evolved over time thanks to advances in technology, and it is often confused with other frozen treats such as gelato.
Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavors; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavors the market today has a number of flavors like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry fruit flavors traditional flavors like Kesar-Pista, Kaju-Draksh etc. The market is totally dominated by Vanilla, Strawberry and chocolate, which together account for more than 70% of the market followed by butterscotch and other fruit flavors.
The “I’m lovin’ it” theme has a huge impact on young adult’s decision about fast food restaurant selection due to its ability to relate with the young adults lifestyle. First, the slogan “I’m lovin’ it” is quite active and easy to relate with the young adults language or slang. Young adults are at the age that they need appreciation for their achievements to boost self-esteem, and the phrase “I’m lovin’ it” is quite complimentary. Young adults are quite selective and defensive of their choices, and the theme “I’m lovin’ it” acts as ideal defense or definition platform of what the youth love. More so, the theme “I’m lovin’ it” has been attached to popular activities experienced by the young adults. The capacity of the theme “I’m lovin’ it” to get conjoined with popular culture makes the fast food restaurant popular. The young adults are likely to eat their lunch from
Learning from experience Coca-Cola has had some fierce competition over the years but nothing in the form of an entire health market shift like now. As well as mounting political persecution of its products like they are facing today. They must rely on past experiences to get through but likely will need to start studying the new trends to stay relevant.
Love should be mysterious, elegant, and seductive. It should feel wild, yet safe. Powerful, but gentle simultaneously. All these traits that make love so compelling can be represented by one single object; a leopard. Cartier has been using the leopard as their icon for over a hundred years. The leopard represents everything Cartier embodies. In 2012, Cartier released a three-minute commercial that captivated an audience they have never reached before. This commercial was used to reach to the online market, specifically on YouTube. They produced a commercial to spread awareness of the company across the globe. Through music and enchanting imagery, Cartier reveals that