CASE STUDY 1 [CLO: 2] (15 marks) Deadline: Submit electronically through Turnitin before Mid term Read the case given below and answer the questions given at the end of the case. Case Study Ashraf Homemade Ice-cream Ltd Ashraf Homemade Ice-cream Ltd, manufacturer of ice-cream and frozen yoghurt was founded in 1995. It soon became popular with its innovative flavors, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemaker's product strategy is to differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ' Chubby Hubby ' has Chunks of chocolate-covered peanut-butter- filled crisp biscuits in a rich Vanilla malt ice-cream. Other names in the company's line of ice-cream include Totally Nuts, Chunky Monkey, and Super Fudge Chunk. The new product development and flavor naming process are a top priority at Homemade. Scenario Ahmed has been appointed as brand manager for homemade ice-cream ltd for the new product development and flavor naming process Analyse the benefits of utilizing a brand manager and identify his responsibilities for Ashraf homemade ice cream Ltd. INGREDIENTS THAT MAKE A SUCCESSFUL BRAND Successful brands are focused brands, one that are positioned to express a unique and compelling idea and make an emotional connection. There are many discussions about what brand positioning is, but not many about what goes into it and how to develop it. Definitions of brand positioning range from the highly academic (Brand positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market, segmentation and supporting data) to the simple and straightforward (Brand positioning refers to "target consumers" who see a reason to buy your brand in preference to others.) So, how does one go about creating brand positioning? And what goes into positioning your brand in a way that creates brand preference and encourages your target to choose you over your competitors? There are essentially three components: 1. Target Insight. What do your customers and prospects say about your industry or marketplace, and how do they feel about your brand? What is their connection to your brand that aligns with their needs and wants? 2. Brand Truth. What does your brand stand for? What is its core idea? 3. Competitive Difference. How is your brand unique and distinctive versus the competitors? How can you create a new opportunity or market space? Though the process above seems pretty straightforward, it's what's behind each component that's critical. To gain a deep understanding, take time to research your target, close competitors and specific industry. Then, examine those findings and synthesize them to one or two meaningful sentences that define each component. The culmination of this framework leads to your brand positioning, or brand platform. Why is this important? Your brand positioning informs every aspect of your marketing: from brand identity and tagline to tactical execution through creative and media strategies. Every customer, prospect and employee touch point must consistently and explicitly express your brand platform in order to build equity. Inconsistency on this front can lead to confusion and a dilution of the brand you've worked so hard to build. At the end of the day, it's what your brand stands for, how it stands out and how it connects with your targets that will determine its strength and success. A solid strategic framework built on market research and audience insights is the best place to start. The Ingredients of Branding Success There are three essential ingredients to successful branding. These apply to your logo, your website, and you're personal branding. 1) Your brand must be SIMPLE. A logo has to be displayed in many different versions on many different platforms. A viewer's eye skips right over a cluttered or over-wordy web page. Your message must be simple and absorbed in a fraction of a second before people are willing to find out more. Simplicity translates best. It is easiest to remember. 2) Your brand must be ESTHETIC. Studies have shown that the brain responds to certain colors, shapes, arrangements and subjects in a positive way, and responds negatively to others. As far as we can tell, some of this is cultural and some of it is hard-wired. 3) Your brand must be DISTINCTIVE. If it is different in some way, it sets you apart and makes you memorable. You, your logo, your message, your website must have a unique element in some way.