CONSUMER BEHAVIORQUIZ 4

DIVYA HARSHINI R
1411017
Group 5

CATEGORY- ICE CREAMS

Reason for category selection
The per capita consumption in India is only ~17% of the global
average, one of the lowest in the world. Traditionally, unlike the western
countries, Indians have preferred mithai over ice cream with characteristics
like aspirational, impulsive, hedonic ascribed to it more than habitual
intake. But due to increasing awareness, the growth of ice cream parlor
culture and changing consumer perception (from indulgent to snacking),
ice cream is gaining share in the Indian food platter, growing at a CAGR of
12-15% annually1. The category is going through an evolutionary process,
with new technology & innovation in both production and advertising.
However, though the global players have attempted and exploited
digital and social media to influence consumer perception, in India this still
presents an untapped opportunity. The category offers immense options to
explore various concepts of the two chapters and apply them. Also, with
increasing no. of new players foraying into the category, it is vital to
understand the notion of perception and its related concepts to determine
ways to influence consumers to buy and to differentiate oneself from the
competitors. Hence the ice cream category represents a huge scope of
improvement in facets of perceptions and social media advertising.

1 http://www.indiaretailing.com/FoodGrocer/7/42/46/9718/Icecream-Market-in-India

CONSUMER BEHAVIORQUIZ 4

DIVYA HARSHINI R
1411017
Group 5

Brands In The Category

Some of the prominent Indian brands & their positioning are: Amul-Healthy,
Kwality Walls-Tasty, Vadilal-Value for money, Magnum-Premium. For the
purpose of conceptual understanding, a few global examples are studied to
apply the concepts in the Indian context.
1. Initially launched with the premium positioning of royalty, Magnum is
now shifting

the mood to pleasure, repositioning with the Lost in

pleasure selfie campaign starring Kareena Kapoor (Brand revitalizing).

Digital medium featuring dedicated microsite, Facebook and Twitter pages
(social media) has been adopted effectively to meet the positioning
objective with interesting visuals, videos and entries 2. It also used
Branded entertainment in its product placement & launched an
interactive advergame- Magnum Pleasure hunt, creating a unique
experience and a high brand recall3. One of the best experiential
advertising campaigns conducted by Magnum in Canada in 2014 was
Magnum pop-up pleasure store where the customers could design their
own ice cream with choice of flavours, chocolate dips and different
toppings, generating more than 136 million media impressions.4
2. High road ice cream has reached successful branding through Gestalt
thinking with not just its solid product comprising unique flavors and
delicious taste but also with style, respect for customers, packaging,
creating a whole better experience.5

2 http://lighthouseinsights.in/magnum-lostinpleasure-social-media-campaign.html
3 http://gamesandnarrative.net/magnum-pleasure-hunt-advergames-and-narrative
4 http://promoawards.strategyonline.ca/Winners/Winner/2014/?w=unilever-magnumpleasure
5 http://designbycoffee.com/high-road-ice-cream-a-study-in-gestalt-branding/

CONSUMER BEHAVIORQUIZ 4

DIVYA HARSHINI R
1411017
Group 5

3. Baskin Robins uses subliminal messaging in its logo to hint the no. of
ice cream flavors.6
4. Unilevers brand in Indonesia, Paddle Pop used webisodes, featuring
stories that bring alive the brands essence through its mascots
adventures. In parallel, they also launched games to extend the
adventure. The cross media campaign generated brand loyalty among
kids.7

6 http://www.businessinsider.com/subliminal-messages-in-12-popular-logos-2013-5?IR=T
7http://www.digitaltrainingacademy.com/casestudies/2014/04/content_marketing_case_study_paddle_
pop_digital_webisodes_boost_ice_cream_sales_by_43.php

CONSUMER BEHAVIORQUIZ 4

DIVYA HARSHINI R
1411017
Group 5

Enhancing Amul
Currently, Amuls is positioned as ice-creams made of natural milk at
reasonable prices. It has probiotic and sugar free subcategories, created for
the health conscious8. While the frozen desserts use vegetable fat, Amul uses
dairy fat which is 4 times costlier. Amul is bent on reinforcing this difference
of Real milk and the digital media can be leveraged to do the same. The
following are a few recommendations to enhance the brand:
1. Strengthening brand association with health to create a Health Halo
effect (This leads people to overestimate the overall healthfulness of a
food based on one attribute; here, probiotic/ sugarfree). Another way to
add on to the current brand perception is by sponsoring sports events or
other events correlated with health/energy. This also aligns with
Sustainable Core Proposition on the health aspect.
2. The above could be done by means of online display ads by using
Impression based targeting esp. in health-related websites and forums
(contextual advertising) with the information in data aggregators and
cookies. Closure effect (scrambled /missing letters) could be used to
increase the involvement of consumers into the message.
3. Experiential marketing can be used similar to Magnus by letting
customers customize the ice cream and by using the app itself to locate
the nearby stores using GPS.
4. Leveraging the existing Halo effect of the master brand Amul & using
institutional advertising on all channels (owned, paid and earned)
to sustain & promote overall image.
5. Similar to Paddle pop, the existing mascot (Utterly butterly girl) can be
featured in webisodes. This can be supplemented with Advergames
featuring the same character.
6. The country of origin effect, which is Amuls competitive advantage,
could be strengthened in both traditional and online platforms with the

8 http://tejas.iimb.ac.in/articles/68.php

CONSUMER BEHAVIORQUIZ 4

DIVYA HARSHINI R
1411017
Group 5

taste of India campaign. Captive advertising screens with interactive

capabilities could also be used.
7. Analyze the effectiveness of online promotions by using

Google

analytics periodically.
8. All social media campaigns above could be supplemented with traditional

advertising.