Brand Positioning and Core Values
Segmentation
Demographic
Middle to High level income adults
Benefit
Everyone seeks for having pleasure from the icecream Direct Sets of Competition
Brand with similar target market and segmentation
Panda Magic
Golf Bravo
Indirect Sets of Competition
All other ice creams brands can be seen as indirect competitor of Magnum
Even Algida’s Cornetto can be indirect competitor
Positioning Map
Perceived
Quality
x Magnum x Cornetto x Bravo x Panda
Perceived
Price
Free Associations Research
14 Females and 16 males
Aged between 23 - 40 years are asked
«What comes to their mind when they think of
“Magnum” and as well as its competitor “Bravo”?»
Points of Parity and Difference
Points of Parity
Similar Physical
Appearance (shape, size)
Variety of Products
Being the most expensive ice-cream in their mother brand Similar Combination of
Ingredients
Points of Difference
Intense Chocolate Taste
Delicious
Luxurious
Unique Brand
Sense of being important and rich when have a magnum Pleasure
Brand Mantra & Brand Contract
Brand Mantra: Luxurious ice cream bar covered by intense chocolate
Brand Contract: “We offer the highest quality premium ice-cream with unique chocolate to our customers. We use only the finest ingredients and an intense Belgian chocolate to create the most delicious taste. We continuously improve our performance to provide you with the best choice in form of a wide variety of ice-creams in different sizes and flavors. We give to customers a royal treatment with our ice-cream. We do our best to make customers feel special and satisfied.”
Brand Elements
Brand Name and Logo
Packaging:
Brand Elements
Brand Name, Logo and Packaging Evaluation
Logo is same as the name and also first letter is used as logo both are memorable.
Different languages are used on
Demographic
Middle to High level income adults
Benefit
Everyone seeks for having pleasure from the icecream Direct Sets of Competition
Brand with similar target market and segmentation
Panda Magic
Golf Bravo
Indirect Sets of Competition
All other ice creams brands can be seen as indirect competitor of Magnum
Even Algida’s Cornetto can be indirect competitor
Positioning Map
Perceived
Quality
x Magnum x Cornetto x Bravo x Panda
Perceived
Price
Free Associations Research
14 Females and 16 males
Aged between 23 - 40 years are asked
«What comes to their mind when they think of
“Magnum” and as well as its competitor “Bravo”?»
Points of Parity and Difference
Points of Parity
Similar Physical
Appearance (shape, size)
Variety of Products
Being the most expensive ice-cream in their mother brand Similar Combination of
Ingredients
Points of Difference
Intense Chocolate Taste
Delicious
Luxurious
Unique Brand
Sense of being important and rich when have a magnum Pleasure
Brand Mantra & Brand Contract
Brand Mantra: Luxurious ice cream bar covered by intense chocolate
Brand Contract: “We offer the highest quality premium ice-cream with unique chocolate to our customers. We use only the finest ingredients and an intense Belgian chocolate to create the most delicious taste. We continuously improve our performance to provide you with the best choice in form of a wide variety of ice-creams in different sizes and flavors. We give to customers a royal treatment with our ice-cream. We do our best to make customers feel special and satisfied.”
Brand Elements
Brand Name and Logo
Packaging:
Brand Elements
Brand Name, Logo and Packaging Evaluation
Logo is same as the name and also first letter is used as logo both are memorable.
Different languages are used on