Assignment 3 – Individual Presentation

MKT10009 – Semester 1 2024

Harrison Findlay – 105335901

Date of submission:

I have used Chat GPT in developing and writing this

assignment
Agenda Slide

Item Slide number

Part A 3
Part B 5
Part C 7
Part D 9
References 11
Something’s
missing
 5

4.5

3.5
Healthiness/Nutritional Value

2.5

1.5

0.5

0
0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Price
 5

4.5

3.5
Healthiness/Nutritional Value

2.5

1.5

0.5

0
1.5 2 2.5 3 3.5 4 4.5 5

Taste Appeal
Brand Product Price Place Promotion Points of Brand USP
Difference positioning

Connoisseur Premium, high Priced at a Perceived as a top Elegant packaging, Premium A luxury brand Its commitment to
quality ice cream premium tier, luxury, quality sophisticated ingredients, that offers high using premium
in a variety of compared to ice cream brand advertising unique flavor quality indulgence ingredients
gourmet flavors other brands campaigns combinations

Bulla Wide range of Priced Perceived as a Traditional Diverse product A trusted Their ability to
traditional ice competitively, reliable, advertising, in- range, focus on household brand, deliver a variety
cream tubs offering good accessible, store promotions, family-oriented providing of flavors at an
value for money affordable, and focusing on marketing affordable ice affordable price
consistent brand nostalgia cream

Peters A range of ice Priced between Perceived as a Nostalgic Strong brand A beloved Their ability to
cream tubs, premium brands trusted and iconic advertising heritage, Australian brand evoke emotional
targeting both and budget- brand, known for campaigns, innovative that evokes feels connections with
adults and friendly options its nostalgic sponsorships for product of nostalgia and their consumers
children appeal family events development happiness

Streets A diverse portfolio Priced at a Perceived as a High-profile Iconic brands, A premium brand Their ability to
of ice cream premium leading ice cream advertising innovative flavors, that offers deliver premium
products, with an compared to company, with campaigns, focus on premium sophisticated and ice cream through
array of popular other options iconic, luxury celebrity ingredients indulgent flavors iconic brands and
brands brands endorsements quality flavors

Sara Lee Offers a range of Priced at a mid- Perceived as a Advertising Wide availability A trusted brand Their ability to
frozen desserts, range level convenient and campaigns that in grocery stores, that offers provide desserts
known for their compared to reliable brand that emphasize making it a delicious and that bring families
convenient and premium brands can evoke convenience and popular choice convenient ice together, with
homestyle items nostalgia easy preparation cream easy preparation
 5

4.5

3.5
Healthiness/Nutritional Value

2.5

1.5

0.5

0
0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Price
 5

4.5

3.5
Healthiness/Nutritional Value

2.5

1.5

0.5

0
1.5 2 2.5 3 3.5 4 4.5 5

Taste Appeal
A brand that can - Fills a gap in the Priced at a Can be perceived Advertising Unique A pioneer for Their ability to
fill in the gap in market by premium as a healthier campaigns that combination of dairy-free ice offer delicious ice
the market offering dairy- alongside alternative to highlight its plant-based cream, and aim to cream while also
free, vegan- Connoisseur and other brands, health benefits, ingredients and become a trusted aiming to address
friendly ice cream Streets, however, while also ethical ingredient added protein, brand within the growing
- Caters to health- offers added maintaining sourcing, and catering for Australia linked demand and gap
conscious health benefits themselves as a their specific needs with health, guilt- in the market of
consumers luxury brand commitment to that isn’t met by free indulgence, plant-based and
seeking nutritious sustainability other brands and sustainability protein-rich ice
options cream
Introducing Lux Nourish
References

• Our brands. (n.d.). Peters Ice Cream. Retrieved May

12, 2024, from https://www.peters.com.au/brands/
• How to create a brand positioning map. (n.d.).
Determ. Retrieved May 15, 2024, from
https://www.determ.com/blog/how-to-create-a-br
and-positioning-map/

• Ice cream | definition, history, & production |

britannica. (2024, May 13).
https://www.britannica.com/topic/ice-cream
• Free logo maker—Create a logo design in minutes |
logo maker. (n.d.). Retrieved May 13, 2024, from
https://www.logomaker.com/logosteps