My workbook for Brand Communication Class on Rush Munros Ice Cream
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Video
Rush Munro’s promotional video analysed by me in the dossier
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WorkBook Week 6 - Visual Aids
Collage of Rush Munro’s pre -rebrand. Look to the focus on indulgence, inclusivity and a wide range of flavours.
College of Rush Munro’s post rebrand. Look at the difference in logo, the focus on natural ingredients and nature and the depiction of luxury with the sailboats top middle picture
Rush Munro’s promotional video (analysed in the dossier by me)
https://www.facebook.com/rushmunros/videos/340933706766539/
Rush Munro’s Instagram feed
https://www.instagram.com/rushmunros/?hl=en
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Workbook Week 6 - Conclusion
Rush Munro’s is New Zealand’s oldest ice cream producer, a nostalgic treat and part of Kiwiana for many. Recently they have rebranded and refined themselves to be a significant and popular product in this ever-changing market, which has an increased focus on health and morally conscious products and business.
After thorough analysis, I conclude that Rush Munro’s has effectively seized the opportunity to adapt to the changing perceptions and expectations of the consumer while appealing to new macro trends of the New Zealand market. Regardless of the fact that this rebrand from natural to organic was pioneered by Bostock Organic to keep with his company’s values, Rush Munro’s have perfectly positioned themselves as a healthier and high-quality version of ice cream. In result they have been able to charge a premium price, associate themselves with new age low-calorie ice creams such as Halo Top and attract a number of new consumers and segmentation. For example, becoming a product that is deserving of a birthday dinner, something Kapiti has not been able to achieve.
One of Rush Munro’s main strengths is that it is has been able to keep itself relevant for just under a century. They have cemented their name as real kiwi ice cream and have effectively adjusted to meet the changing needs and wants of the kiwi consumer. They have the advantage of the reputation and consistently have retained this by keeping ahead of times. However, this strength is subsequently its key weakness, as with this rapid change they steer away from their rural image and increase the difficulty of balancing the tension of a classic and wholesome product to a new and luxurious product.
I feel as Rush Munro’s have a great opportunity to capitalize even more on the lo-has macro trend/market. There are brands such as Halo Top and now even Ben & Jerry’s who are displaying the low-calorie count of their ice cream as a key part of the packaging and selling point. Rush Munro’s could focus even more on healthier alternatives such as dairy-free to try to compete. However, the fact they focus on organic opposed to low-calorie is essentially their key selling point.
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Workbook Week 5 - Close Critical Analysis
This facebook video advert for Rush Munro’s is a visual representation and portrayal of Rush Munro’s overall brand essence and foundations. It has a large variance in shot types, frames and filming locations. This diversity within the advert depicts not only the target audience but also the situation and segmentations the brand is trying to appeal to. Therefore giving a foolproof depiction of the brand, its refinement of market and values post rebrand and the image it is trying to portray in the mind of the consumer.
Firstly we analyze the opening shot, it starts off as a panoramic/overview drone shot in a rural hillside location. The Rush Munro’s truck and ice cream trailer weave through the winding roads as the drone starts panning out to disclose the wide cityscape which sprawls for miles beyond the hills. This single scene is a showcase of Rush Munro’s journey as a brand and as a product. It started off at a grassroots level in rural New Zealand, then over the years after development and fine-tuning it has resulted in a multiconsumer and multi-market product. In comparison, Kapiti video just focuses on showing just their ice cream in multiple locations, we can see they are prioritizing lesson a storyline and more of a product that can be enjoyed anywhere which is less engaging with a range of audiences like Rush Munro’s is.
It is able to attract both the rural community it laid its foundations with and the city based market it has now developed to entice. For the rural community, they are representing with the location of this shot and placement of the logo on the hills they will never leave their heritage or forget where they came from. However, with the shot panning into the expansive cityscape and the logo placement moving with the camera onto the city they represent they are not just limited to that consumer. They are a multi inclusive product that now caters to the tastes of both markets and consumers.
Secondly, we look to the next frame which is a medium long shot of the Rush Munro’s pop up truck outside New World in Remuera, Auckland. This speaks volumes to the consumer about Rush Munro’s refinement and implied features of their new product, by doing the pop up at an upmarket supermarket in one of the wealthiest areas in New Zealand they are showcasing their shift into the more luxury section of the consumer brand spectrum.
This shot consistently features the New World sign to represent brand alignment with a more deluxe supplier, which they now exclusively only stock their product in. Furthermore, the consistent placement of the word “new” indicates this is a fresh and updated version of Rush Munro’s brand and product. They are representing more than just a rebrand with this shot, it is more of a shift to an exclusive and lavish perception they are trying to create in the mind of the consumer.
Lastly, this final shot focuses more on the segmentation and situations the advert is trying to appeal to opposed to visually illustrating a storyline. The shot is a bright wide view portrays a happy mother and daughter on a special family outing/trip to a lookout in the sunny hills. The untrained eye may see this as trying to appeal to the rural community, however with further analysis they are focusing on the segmentation. This is that Rush Munro’s is perfect for a special occasion such as a one-off day-trip with family, they are balancing tensions by showing it is suitable for all members of the family (parents and children alike) and is the perfect balance of healthy (organic) vs indulgent (luxurious flavours).
Furthermore, the bright lighting and bluebird sky illustrate Rush Munro’s as a refreshing product to be enjoyed on a hot day, it is a situation they are visually representing. When compared to the other shots in the video depict Rush Munro’s as enjoyable for a number of occasions and situations. Alternatively, Kapiti similar video focuses on this but in more of a collage style, it essentially cram’s a number of situations into a 16-second video and confuses the consumer more than implying it is suitable for any situation.
Strengths
Multiple locations depict story/journey of Rush Munro’s (rural vs city)
Displays range of target audience, situations and segmentations (healthy vs yum & special occasion). Brand alignment illustrates the implications of re-brand and the balancing of luxury vs wholesome.
Weaknesses
-Focuses more on new product launch and less on situations and segmentations (does not depict the segmentation of a dinner party or social event, one of their key segmentations)
-It is quite overly long and the perceptions they are trying to portray get lost in translation ( the balanced tensions get confused by
Brand Tensions
Healthy vs Indulgent (Yum)
Rural vs City
Luxury vs Wholesome & Nostalgic
Brand Essence from BIB2
Rush Munro’s is New Zealand owned and operated since 1926. Producing organic artisan ice cream in a limited refined batch of flavours. Ideal for when you want a revitalising dessert or nogstalgic treat.
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Workbook Week 5 - Research Findings / Analysing Marketing Communications - Lecture notes
In your dossier, perform close critical analyses of at least 3 examples of the brand recent communications
One page critical analysis (Show the visual example and comment on its design decision eg type, image, colour, media choice)
Strengths/ Weaknesses (How well is this comms example communicating the brand's essence and balancing its tensions)
Examples
-Campaigns/ collaborations
-Events - weetbix triathlon - Jim beam homegrown - sponsorship - Gallagher sponsoring the chiefs
-Product launch
-Billboards - print - where a build-board is - bus stop or motorway
-Magazines - where is it?
-Packaging
-TV Advert
-Social media
-Brand Placement
-Website - comment on content as well as aesthetics - communication strategy within those mediums - how are they interacting with us, how did they handle Christchurch for example?
-Close critical analysis
-If its a print add - on the top you need the verified brand essence and any tensions up the top - helps them understand the critique.
-How are the brand tensions balanced through design decision to communicate the brand essence (unique difference)
-Images, typography, composition, tone of voice, metaphor, persuasive techniques (eg irony, pun, juxtaposition, exaggeration, repetition etc
-Keep any eye on the competitive difference to highlight key differences
-You need to balance the strengths and weakness
-This contradicts central tensions or features of the brand in this way
-A brand may use an ad to balance a tension
Weetbix Tryathlon
makes an active kiwi lifestyle
However makes people question, how healthy really is it? Is it better of me making my own muesli
How well are they communicating their brand essence and balancing those tensions/ attracting those
What Is strong about communication and what is weak?
Competitive advantage what are other brands doing in this space - macro genes - how the world is changing
Conclusion
Draw an overall conclusion (200 words) on how well you think the brand is positioning itself in the market, commenting on
Summary of the strengths and weaknesses
Identify potential threats to the brand and potential opportunities to improve performance
How well it is dealing with relevant macro trends
What happens to a brand if an outside factor in the world affects it - stuff that is relevant
Opportunities and threats - you individual conclusion
Semiotics
The semiotic theory proposes that all signs consist of two parts
Sign = signifier
The sign’s concert properties as we perceive it: e.g marks on paper, sounds in the air
+ signified
Packing meaning into things that then get unpacked by the designer
negotiating meaning
Exercise
Think of some words, objects or gestures that you and your peers share in common, the people from other social, ethnic or age groups may not understand or may have a different understanding of.
One group of people would find different from another
Cinco De Mayo in Mexico - Skulls and celebration of the dead - where in other countries it is more hidden behind caskets etc -
The first - means black power in some countries but stands for feminism in other countries
In NZ its bro, mate, cuzzy etc in USA its man, sir, Cuzzo
Mourning colours - gold Egypt, purple with Catholics
Americans - Ketchup vs Tomato sauce
Cultural tattoos
Weddings - Indian bright colours, European its white and black
Real estate in retail - lollipop stand - communicating its delicious - it like explodes out - a combination of flavour - looks like a bouquet
Colourful - bright, yum, fun
Words - apple, pulp. Fruit - big explosion of yum. Little moments for the parents - fruit pulp,
The affordances of the object - you must replace a lollipop If it's taken - self-contained - semiotics - in the 90’s ravers would suck on them to not choke on tongue/ stay hydrated
To kids, they do not see this at all
Duck active - toilet cleaner - bleach - $6 (for $6 you could get 20 litres of bleach) viscosity is changed slightly so it is not that different its the design which has justified the price increase
The applicator - fits under the rim of the toilet - the red cap indicates the danger end - make millions of dollars of the fear of cleaning toilets
Colours associated with cleaning products - green and blue of surgeon scrubs and hospital walls - associate hospital with cleanliness - robbing from hospitals for that cleanliness features
Sign combined by graphic designers that can create a message in a bottle that allows a 20 c product to be worth $6
Culture negotiated meaning
Organic Cereal section Analysis
Kids version
Top part targeted at kids - typeface and illustration - what is it saying about the cereal - other kids cereals are cartoon like - fun fun fun - these ones are more realistic - look like they come out of a children’s book you read at night time - they see a cute animal
Parents see a more realistic natural, friendly, wholesome animal - negotiated meeting - from like a cartoon to like a children’s book
What does the kid want and what does the parent want
Health nut/ Influencer version
Mid-shelf - Organic - typeface - thin and elegant - soft operate colours - wants people to know she is eating organic food
The people who like being that person - they like showing they are organic and health conscious - consciousness
Health ticks - orientated around being healthy - see the person represented in this - culturally negotiated meeting - reflecting aspirations of the audience
Organic / Authentic version
- stripped down version - organic muesli, filled to the brim - clear bag - you can see the ingredients - most expensive -
Least commercialisation - it is just the product and nothing else - the literal manifestation of transparency - you can see what is in there -
Supercritical realist - no bullshit - values reflected in the design through negotiated meeting
3 different ways of selling the same thing - negotiated signs make them feel the same thing
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Workbook Week 4 - Summary, Interpretation and Comparison of each brand from Exercise
Rush Munro’s
The General consensus for Rush Munro’s from the results of rational questioning showcase it as somewhat of a multi-market/demographic product. The majority of results point towards it being a special occasion and high-class product. Something you would buy for a significant family dinner or to treat the kids out after a long week of school. Its high price range also contributes to it appealing to this segmentation, it is seen as a high end product for a one off situation. Alternatively, some results represent it as more of a wholesome organic kiwi product. You would buy it on a hot day to cool down at a beach or a nice winery. It can be enjoyed with friends at a picnic or brought from the rural corner store when you are after something local.
There is a wide variance of segmentations and situations it is able to attribute to. Mixing its rural background and heritage with its flashy rebrand refinement of the product.
For emotive questioning and visualization, there was again a variation in results which exhibits Rush Munro's as a multi-market/demographic product. A number of participants described their ultimate brand experience for Rush Munro as starting in a flash city setting such as the lobby of a hotel or a casino. The transport was all limozense with nicely dressed chauffeurs. This represents the more upmarket, limited edition city based side of Rush Munro’s which they have been trying to create with their re-brand. This can also be seen in Oscar’s visualizations which sounded like a depiction of the Oscars with limited edition products and flashing lights.
However, besides from Oscar’s visualisation, all other participants morphed into a rural country setting. A big farm estate alongside the factory, almost like a cellar door for ice cream connoisseurs with families and live music. This rapid change in setting within the visualisations depicts the two sides of Rush Munro’s perfectly. It may now be associated with the high life of the city and the type of people that live their, but it has still stayed true to its roots of being organic rural ice cream from the Hawkes Bay. It has had no drastic changes and can still appeal to the market and segmentation it first ever tried to attract, displaying a perfect balance in consumer tensions with the product after the re-brand.
Kapiti
The results from the rational questioning for Kapiti is somewhat similar to Rush Munro’s. It seems to have reached a middle ground where it is simultaneously considered as a one-off or special treat item but also something you can enjoy regularly and does not require a formal social occasion. It is considered affordable but still retains its high quality, however it is not expensive enough to be considered a one off treat. It is something that is not usually eaten alone and should be paired with some pie or other dessert, which to me implies it is less luxury and indulgent. To some participants, it is seen as a product you could have fortnightly while others view it as a once every few months product.
For emotive questioning and visualizations for Kapiti, all participants has surprisingly similar results. They described waiting in a relaxed setting such as a bus stop or friends house, a bus or retro old car would book them up with a laid back chauffeur behind the wheel. This is where the variation begins, 2 participants described driving through the city and stopping at a big flashy experience such as a factory tour/event or a theatre. While the other participant described being driven out of the city and to a beach surrounded by cliffs. This personifies Kapiti dual market/demographic in human visualization. Kapiti can be associated with an up-market treat you would enjoy while watching some theatre, while it is also something you can grab from the local fish and chip shop and enjoy while taking in nature.
Similarities
Kapiti is described as more full spectrum than Rush Munro’s. They may both attract to multiple markets and segmentation (specifically rural and city) but Rush Munro’s was undoubtedly regarded as more of a one off treat/ special occasion product and organic foodie item than Kapiti. Kapiti seems more accessible and reliable as it has a wide range of flavours and is not limited to more upmarket or boutique locations.
New Zealand Natural (organic) Ice Cream and is marketed this way. Has strong associations with Kiwiana and Summer.
Kapiti and Rush Munro’s appeals to the same segmentations of someone after a special treat, a product for an occasion, a foodie after a refined taste, a consumer who wants something refreshing product
Both considered upmarket products however this was not the general consensus for Kapiti, it was somewhat split in the middle between upmarket and affordable.
Differences
Rush Munro’s is higher in price and in return considered more luxury but also more of a one-off product
Rush Munro’s is described as for those very special occasions such as birthdays or reunions while Kapiti is seen to be a product for movie night or a standard dessert.
Kapiti is implied as less indulgent and satisfying as it needs to be shared with another dessert. Rush Munro’s was typically said to be enjoyed on its own.
Rush Munro’s seems to better attract to the segmentation of health conscious (lohas - lifestyle of health and sustainability market) It is organic opposed to natural (Kapiti) and has a unique range of organic flavours. While Kapiti has a wide range of both natural and seemingly natural flavours
Rush Munro’s seems to apply more to the foodie segmentation than Kapiti. Rush Munro’s is limited to only 6 flavours for its 475 ml while Kapiti has more than 10. This refinement and limited quantity/ range
Rush Munro’s colour scheme with a refined simplistic design makes it appear more upmarket than kapiti. Which focuses on flavour specific colours and photos of ice cream.
Conclusions
What differentiates Rush Munro’s from Kapiti?
Rush Munro’s is a more upmarket, one-off product due to its refined small batch flavours and limited quantities (475 ml vs 1 litre). The higher price, sleek design and colour scheme also contribute to this
Rush Munro’s has been able to achieve the more luxury and gourmet reputation which allows for a higher price, but still stayed true to their roots and rural background. Kapiti has not been able to achieve this as they still stay true to their rural background, but design features, larger quantities and pricing result in it being more of a value for money product.
Rush Munro’s is seen as the ultimate special occasion treat, even something you could buy for someone on your birthday. While kapiti is viewed as more of a movie night or family dessert ice cream.
Rush Munro’s is organic while Kapiti is natural. The organic tagline really makes a significant difference in the mind of the lohas market. This allows them to be placed next to low-calorie ice cream such as halo top.
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Workbook Week 4 - Summary and Interpretation of exercise and results in relation to what consumers deem as ultimate or luxury.
Visualization is a means of interpretation, By creating this scenario in the participants head and hearing the subsequent feedback I felt as if I could really analyze his true perception of ultimate or luxury. I tried to answer and visualize the questions myself while asking them, allowing me to use comparative analysis while documenting the relation he had.
I tried to decipher the differences and similarities between our interpretations, with this I was able to create a balanced and inclusive interpretation of what we as consumers really deemed as ultimate or the best/luxury.
My conclusion is that regardless of centuries of change in tastes and interests and evolution, enhancement not just of us as human beings but also our tastes, interests, expectations and necessities our perception of ultimate or luxury has not changed that much. It is still associated with the biggest and brightest as these are deemed the most valuable.
For example Oscar’s visualisation of a big hummerzine that is gold plated and a large panoramic sunroom. He associates these features with luxury and ultimate because ever since the old ages gold and things of significant size have been deemed luxury. For example a large castle or a gold throne. However, It has not gone unnoticed that there is a tendency to move towards the features of limited edition and refined to personify luxury and ultimate. This can be seen with Rush Munro's refining their sizes and flavours to only have 6 limited options
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Workbook Week 4 - Qualitative Research and Interviews from other group members
I was away for the week that we were assigned the qualitative research, interview and visualisation task. So members from my overall group with approval from Karl kindly gave me their research and findings.
(Please note this is Gina’s work and interviews. She gave it to me as I was away from class and did not want to fall behind.)
Rush Munro’s Questions
Can you describe an occasion that you would buy Rush Munro’s ice cream for?
What are you doing when eating Rush Munro’s?
How would you describe how it tastes? And feels?
How are you eating it?
What kind of people are you with when you eat Rush Munro?
Where would you place Rush Munro on the market in terms of quality?
What does it mean to you that Rush Munro is 93 years old?
How often would you buy Rush Munro?
What kind of effect does the organic qualities of Rush Munro have on your decision to purchase it?
Kapiti Questions
Can you describe an occasion that you would buy Kapiti’s ice cream for?
What are you doing when eating Kapiti?
How would you describe how it tastes? And feels?
How are you eating it?
What kind of people are you with when you eat Kapiti ice cream?
Where would you place Kapiti on the market in terms of quality?
How often would you buy Kapiti?
Rush Munro Interviews
Answers: Dani
Can you describe an occasion that you would buy Rush Munro’s ice cream for?
Dessert for a boujee dinner party or to treat myself. Not the kind of thing I would buy to eat after having fish and chips at the beach.
What are you doing when eating Rush Munro’s?
The table is set nicely, drinking wine
How would you describe how it tastes? And feels?
It feels rewarding, you can appreciate the quality of ingredients in the flavours.
How are you eating it?
Served with a nice homemade pie in the good bowls.
What kind of people are you with when you eat Rush Munro?
Family- or at least an older demographic, as a student I can’t really afford it.
Where would you place Rush Munro on the market in terms of quality?
Pretty high- in terms of pricing it's definitely one of the most expensive so it makes me
What does it mean to you that Rush Munro is 93 years old?
I trust it- if it’s been around for that long and lasted, its gotta be good!
How often would you buy Rush Munro?
It would always have to be a planned buy- for a special occasion, not something I would see on the shelf and buy in the spur of the moment.
What kind of effect does the organic qualities of Rush Munro have on your decision to purchase it?
Organic tastes better, makes it better for you, no chemicals, makes it more expensive so justifies the price.
Answers: Thomas
Can you describe an occasion that you would buy Rush Munro’s ice cream for?
I would buy it for a small family gathering or a night at home with my partner.
What are you doing when eating Rush Munro’s?
In the backyard at my picnic table with people- it would have to be a social event.
How would you describe how it tastes? And feels?
It has a really smooth texture, and the quality is really noticeable in the flavour.
How are you eating it?
Out of a cute, small bowl, on its own.
What kind of people are you with when you eat Rush Munro?
Friends/family
Where would you place Rush Munro on the market in terms of quality?
It’s really well crafted and I can appreciate it’s high quality but its too expensive to justify for myself, and so I can assume other people would feel the same therefore it isn’t exactly accessible to everyone.
What does it mean to you that Rush Munro is 93 years old?
It makes it seem pretty reliable, if they’ve lasted that long they must be doing something right, and to have upheld a good reputation for so long is impressionable.
How often would you buy Rush Munro? Why?
Not very often. It's too expensive and I’m not a huge fan of sweet food.
What kind of effect does the organic qualities of Rush Munro have on your decision to purchase it?
I don’t particularly care for it being organic- I care about free-range, but I wouldn’t bother reading the ingredients.
Answers: Linnette (mum)
Can you describe an occasion that you would buy Rush Munro’s ice cream for?
I would buy it for one of my family members birthdays or for christmas. It would have to be a special occasion.
What are you doing when eating Rush Munro’s?
It would be after a nice meal and everyone's full but still want to have something small and nice for dessert.
How would you describe how it tastes? And feels?
Really beautiful quality, and tastes super good.
How are you eating it?
Paired with my mum’s rhubarb and apple pie.
What kind of people are you with when you eat Rush Munro?
Family and good friends.
Where would you place Rush Munro on the market in terms of quality?
Based on the price and the look of the packaging it gives it a very upmarket vibe.
What does it mean to you that Rush Munro is 93 years old?
It means it’s been around for ages and people have kept going back to it to buy it so it must be good- it makes me trust it.
How often would you buy Rush Munro? Why?
Not all the time- just for special occasions so I guess a few times a year. Would have to be an ice cream connoisseur to spend that kind of money regularly.
What kind of effect does the organic qualities of Rush Munro have on your decision to purchase it?
I really appreciate the organic range. As I’m always trying to make better choices when it comes to food, it makes me feel less guilty, whilst also being able to indulge in the moment with my family.
Kapiti Interviews
Answers- Angela (grandma)
Can you describe an occasion that you would buy Kapiti ice cream for?
I wouldn’t necessarily need an occasion to buy it, I appreciate a nice ice cream and as I don’t eat a lot at a time it lasts me a while. I would also buy it for when family comes over for dinner every few weeks.
What are you doing when eating Kapiti?
Watching TV or sitting at the table with family.
How would you describe how it tastes? And feels?
Really good- my favourite is the vanilla as it goes with everything.
How are you eating it?
With some cake or a slice for dessert- alongside a cup of tea.
What kind of people are you with when you eat Kapiti ice cream?
Either just me and Tony (husband) or the whole family.
Where would you place Kapiti on the market in terms of quality?
I think it's affordable enough to justify it as a nice treat. It’s not going to break the bank but I do count it as something I slightly splurge on as I have a soft spot for ice cream.
How often would you buy Kapiti?
I would probably buy it once every couple of months- Tony and I enjoy eating it with our dessert but we don't eat a lot so it lasts a while.
Visualisations:
Linnette (Rush Munro’s)
Waiting in lobby of a hotel in another city- in wellington (from auckland), not her hometown.
Evening- still light
Big black limousine- really good condition
Chauffeur
Just her and Dene (her partner)
Went through the city and out to the countryside- a long way out
Arrive at an estate with rush munro factory behind it. Likens it to a wine tasting entrance- enters into a tasting room with a tasting bar. Big windows, high ceilings, high stools, chandeliers
Just three staff to look after them- very exclusive
Lots of ice cream tasting
Feels special- because its exclusive and the staff were attentive and nice and very good looking
Person approaches- someone that looked like George Clooney and says they are going on a tour of the factory- feels excited
Grandma (Kapiti)
Airport -daytime
Stretch limousine- silver- mint condition
A chauffeur- just by herself
Lots of trees- just going down the road, now there's buildings and high rises as they drive into the city
Arriving at a large building- a hotel kind of place, big and tall.
Other people around, big double doors to go in, lots of things on display- posters of all the ice cream flavours hung up
Activities- kapiti talk- tour around factory
Feels hungry, excited to see how everything works manufacturing and packaging
Person- a man in a white coat, he's got samples of kapiti ice cream to try
A tasting experience is about to happen
Thomas (Rush Munro’s)
Outside a hotel building like in home alone (like new york)- afternoon, just before sun starts to set
Limousine, black, like it had just come from the store- chauffeur, white gloves, bellhop suit,
By himself
Journey- driving through the city, fades out to the countryside
Destination- arrives at a cottage, with a brick path, farms, fields
People- a garden party, everyone's proper, talking and drinking
Acoustic live music band
Feels relaxed and sociable
A normal couple approaches him that is hosting the party- a banquet is going to be happening- feels good
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Workbook Week 4 - Qualitative Research and Projection Techniques
Conducting interviews with consumers asking rational and emotive questions. The result is an unbiased view and description of the brand. This will aid in correctly placing the brand in the brand's universe and creating a full proof, multi opinion brand identity blueprint.
My interview
Answers: Oscar
Can you describe an occasion that you would buy Rush Munro’s ice cream for?
After a hard day at work or when I'm feeling like splashing a bit. After something a bit more quality and healthier but still want that satisfying taste of ice cream/ chocolate
What are you doing when eating Rush Munro’s?
Kicking back at home with friends or family, maybe after a family dinner? Or indulging on a nice coastal beach on a hot summer's day
How would you describe how it tastes? And feels?
It tastes slightly healthier than other ice creams, more refined possibly? It feels smooth and melts in your mouth. It has nice flavours and smells which reminded me of a farmers market
How are you eating it?
By itself with a spoon, watching TV. It is so good and flavoursome it does not require any accompaniment
What kind of people are you with when you eat Rush Munro?
Family and friends, either with family around the dinner table or watching TV or with friend and the beach or on a road trip somewhere sunny
Where would you place Rush Munro on the market in terms of quality?
High end, it is pricey and organic. It seems like something you would buy from a deli or upmarket supermarket such as Farro
What does it mean to you that Rush Munro is 93 years old?
It shows heritage and that they have been perfecting their craft over a number of years. To me it shows long-standing quality
How often would you buy Rush Munro?
On a rare occasion, it is something special and for a unique occasion. It is quite pricey so its when you are after the top quality version of ice cream
What kind of effect does the organic qualities of Rush Munro have on your decision to purchase it?
It makes me feel slightly more health and environmentally conscious. I am not buying some mass produced ice cream that comes out of some huge pollution churning factory. It seems straight from the source and taste like a slice of home.
Oscar - Rush Munro’s Visualisation
I am waiting in a big casino/ hotel lobby. There are a lot of bright lights, noises and gold. People dressed in suits and exotic smells, it is night time and the place is hustling and bustling
It is a gold plates limousine, with bright headlights out the front and a big panoramic sunroof on top. It looks brand spanking new and is very shiny.
The driver speaks in a high-class English accent and wears a dark black suit with a top hat. He also wears a bow tie, very formal
Big neon signs and flashing lights, watch the throne by Kanye and Jay Z is playing, making me feel successful and special. I'm in a big busy city where there are a lot of important people walking around and big skyscrapers
There is a big red carpet and again lots of flashing lights and cameras, it feels like the Oscars. There is free tastings and a photo wall plastered with the logo of the brand, people are drinking champagne and chatting. There is a big sign for the brand exclusive versions of the product
They are dressed very flash and have slick back hair, donning a base for the brand on his suit. They explain how at this brand experience they will be releasing an exclusive new flavour that is only available tonight and goes on sale next year. It makes me feel special as I am getting something limited edition. I feel lucky and valued as they want me to try this exclusive product.
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Notes on a Dossier
Well refined summaries of all your work - fantastic findings - don't bury those in a whole lot of waffle Be warned - don't cut and paste from the website- their interpretation will be positive and different to the truth Target audience - pictures and words can work together or you can choose either or Learn about who buys the product - underwear and deodorant bought by mothers, girlfriends, wives, auntys etc for men. That's why they have Dan Carter as a poster boy. “If you buy jockey you man is going to look more like Dan” formatted typed and presented correctly and nicely Consumer research Talk to other demographics and people in certain segmentations Colour change - what has changed based on your research - colour changes can signify this. Brand Communication Essentially analyse and mark their communication with the consumer - packaging etc Conclusion Short and concise conclusion - references if required If you make claims reference it - you do not need to reference common knowledge or common facts
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Brand Communication Workbook Week 3 - Target Audience Blueprinting
We need to define our target audience and segmentation to work out the needs we are trying to appeal to.
Needs - rational and emotive
Rational
- the fruitiness and yum of a fruju
Real juice - healthier
Refreshing
Emotive - Summer
Beach
Social
Needs that are different from one segmentation to the other
You can't make it to yum and sugary so parents won't like it but not too healthy so kids don't like it - balance those tensions. The needs you need to communicate and the tensions you need to balance.
The role it fills in your life at that time
Emotive qualities - one more feminine and masculine
Aspirational but still have an everyday quality
What's the different energy, surrounding, occasions surrounding the product
Something that is attracting your emotively - other things that will be influencing designer decisions
Rush Munro's used to be very rural, now they are moving further towards urban. They are trying to find the balance in between the two. So they still stay true to their rural image with the green colour scheme, the limited number of ingredients and flavours (implies they use only locally sourced fresh goods for production) and only flagship store being in rural Hawkes Bay.
However they are attracting to these other segmentations by becoming readily available in slick city stores such as Nosh and Farro, higher price tag with an healthier organic product (trying to attract the segmentations that live in developed cities), ad campaigns in Air New Zealand magazine (can reach both rural and city market) and doing pop-ups in big cities such as Auckland.
With these pop-ups, they are not just going to random places. They are specifically picking places that attract the target audience and people in the situations/ segmentation. For example, doing a pop up in Auckland may go after the foodie target audience, but having the pop up specifically in Ruby clothing store or Servilles hair salon is aimed towards the segmentation of somebody buying Rush Munro’s for a treat or celebration. They just got a new hair cut or a nice new jacket and want to celebrate or continuing treating themselves with some quality organic ice cream.
Work out the needs and quality’s of the products - are you doing a good job of communicating why people by the product
Blue Printing
Feature
Benefit
Declared
Undeclared
Rational and emotive
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Brand Communication Workbook Week 2 - Target Audience
Why do people buy this? - the occasions that it is related to is crucial.
Target Audience
There new defined target audience seems to be weighted towards the upper class and people after a more gourmet or healthier product. However, it is hard to place these people into demographics. It is, therefore, easier to break down their target audience into segmentation. They have rebranded their product to try appeal to both types of people and certain moods or situations that people are in.
For example with their new organic range which has a limited number of flavours and is not available everywhere, they are attracting the foodies who are after a unique food experience. The people who enjoy uncommon flavours and high-quality ingredients. In terms of Rush Munro’s appeal to segmentation in terms of certain moods or situations that people are in, we can look at the luxury and sleek design. This would attract someone looking to buy ice cream for a celebration or special occasion, e.g, if you were going to a dinner party and asked to buy dessert. You would buy Rush Munro's as it looks gourmet/ locally sourced and has more unique flavour combinations, you wouldn't buy some magnum ice cream cones as they are not viewed as high quality.
Furthermore, they are trying to attract segmentations of people
Segmentation
Foodie (farm to table ideology)
Someone aspiring to be a foodie
Health conscious person
Celebration or special occasion
Someone purchasing for a treat
Someone after New Zealand made (maybe organic) product
Shared needs and values
Foodie, Health conscious person and someone buying for a treat - purchasing something that is a treat but not extremely unhealthy and still good quality. A quite standard and simple product but a more luxury version of that product.
Celebrating or special occasion and Someone after New Zealand made (maybe organic) product. They want to purchase something which is stereotyped to go with a celebration or special occasion but are still after an upmarket and more conscious product. More expensive New Zealand made a product which is implied as higher quality opposed to some cheaper American product.
Someone aspiring to be a foodie and someone purchasing for a treat both are after a more limited and unique product which is not something you would buy every day
At different times consumers have different needs - what is this product is trying to communicate - work out where the tensions are? If you promote to much of satisfaction and expensive then you will put people off for a special treat, if its to standard then people will not see it as something required for a celebration
Something one group really wants but another group isn’t really interested in
What needs are there
Separate primary and secondary research
Geographic segmentation - they deal with this issue by stocking at 4 squares all throughout New Zealand. It still adds to the upmarket look as do not sell at dairy’s or gas stations but only the more upmarket rural grocer.
Shared needs and tensions
Bibliography
https://www.tastekapiti.co.nz/about-us/our-story.html
https://www.tastekapiti.co.nz/the-tasting-board.html
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Brand Communication Workbook Week 1 - Brand Research
Brand Research - Rush Munro’s Ice Cream
“Rush Munro's Bio”
Rush Munro’s is New Zealand’s oldest ice cream producer. The Rush Munro’s story began in 1926, when English born founder, Frederick Charles Rush Munro set up shop with his wife Catherine in Hastings. Over ninety years later Rush Munro’s traditionally, delicious organic ice cream is still delighting New Zealanders.
Rush Munro’s is privately owned and operated by organic grower, John Bostock, who has pioneered commercial organic apple growing in New Zealand. The Bostock family has a strong passion for organics and producing premium ice cream which has been created with plenty of love and naturalness.
Summary
-NZ’s oldest Ice Cream producer
-Started in Hastings by Frederick Charles Rush Munro in 1926
-Sold to large Organic fruit producer John Bostock -
Could he have pioneered the change to a more upmarket gourmet and organic version of Rush Munros ice cream and subsequent change in design to up keep his organic, locally sourced reputation?
Key changes of re- brand
-No longer selling 1 litre ice cream tubs, could this be a switch to a more upmarket healthier look? This theory can be reinforced by the fact it is placed in the fridge freezer section next to Halo Top low calorie organic ice cream. Not with kapiti and other 1 litre tubs of ice cream in the freezer section.
-Updated logo which is more sleek and bold - gold colours etc
-Changed from “New Zealand Natural Ice Cream” with huge range of flavours to “New Zealand Organic Ice Cream” with a limited number of artisan flavours.
Change in design from pictures of fruit and ice cream to pictures of ingredients and textiled design.
Product
Used to sell 1 L Natural range but now have re branded and only sell 475 ml organic range. More gourmet and artisan, new sleek look. Limited range of luxury flavours. Re brand and re design from a ice cream you can buy in a 1 l bulk to a limited run organic range which is half the size but still the same price. Kapiti still sells big 1 litre tubs with more standard flavours
Place
Placed in the fridge freezer section so it is on fully display. It is placed towards the bottom end but not at the bottom, just below the healthy low calorie halo top range. It is specifically placed here so consumers can draw relation between the two products and now see Rush Munro's is now a healthier organic and refined version of its old self.
Both Halo top and Rush Munro's are towards the bottom as they are below numerous rows of Ben and Jerry’s ice cream. This may be a more big franchise ice cream, but it is extremely popular in New Zealand due to being relatively new to NZ from the US and its range of unique flavours. It is still the dominating brand even if it is not as artisan, so it stays on top and in the fridge freezer section. Conversely, Kapiti is in the freezer section which is not as easy to see, it implies it is of less worth and quality as it sells in big 1 liter tubs next to more bottom tier budget ice creams.
From market research, it is shown that Rush Munro’s is only sold in more high end retailers, such as New World and 4 Square opposed to Countdown, Dairy’s or Super value. This can be part of their rebrand as they want to have a limited high end product that is only available at certain luxury retailers. Moore Wilsons etc.
Price
Price seems to vary by store, but at New World Wellington city Rush Munro’s was ridiculously over priced at $12.99 for a 475 ml tub. In comparison to Kapiti which is $10.49 for a 1 litre tub. At a different New World it was on sale for $10.99.
This increased price has a number of similarities to the Pams re brand. They went from a basic design to a more sleek and professional look with better photos and refined packaging. This has resulted in a huge price increase by over 100%. In rush munro’s case they have reduced the size to make a more limited high end product and are now charging more than there old product which was almost 50% bigger.
It is even more expensive then the low-calorie Halo top range. It is only less expensive than the Ben and Jerry's range which is able to charge its large premium of $15 a 475 tub due to its overseas and global appeal.
Promotions
Pop up in Auckland at Servilles - luxury hair salon - ties in with their new up market image.
Pop up at Ruby - New Market - designer store - upmarket, appeal to girls with their new organic range
Promotion of New Organic and premium range on website
Photos to promote new organic range - very well lit, champagne glasses and locally sourced ingredients.
Bibliography
https://www.rushmunro.co.nz/
https://www.facebook.com/rushmunros/
http://www.bostock.nz/
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Brand Definition
A brand is a rational and emotive reflection of a person's perception of a product in their head
A brand is a collection of perceptions in the mind of a consumer.
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