super-premium ice cream
The average American eats approximately six gallons of ice cream each year. A survey by Los Angeles Times Marketing Research revealed that 67.9 percent of consumers purchased ice cream in the store at least once a month. 29.7 percent of this group purchases ice cream in the store at least once a week. This survey was taken in 1985, however I was not able to find more recent data on ice cream consumption. This amounts to billions of dollars in sales a year. An examination at the local supermarket will reveal approximately eleven brands of ice cream. (Albertson's-11, Ralph's-12, Stater Brothers- 4) Each store also carried over 20 different ice cream novelties (Klondike bars, ice cream sandwiches, etc.) The prices on the eleven brands of ice cream ranged from $5.69 for 1.25 gallons (Old Fashioned brand) to $3.29 for 16 ounces (Ben & Jerry's and Haagen-Dazs). This works out to approximately 2 cents an ounce for Old-Fashioned versus 20 cents an ounce for the two other !brands. Four of the brands surveyed would fall into the category known as super-premium brand ice cream. (Ben & Jerry's, Dreamery, Godiva, Haagen-Dazs). All of these ice creams ar
org/AtW0fAFfgJ/products/A1859/transcipt. These products do not usually position themselves directly against competitors in the market in their ads. They do this by providing coupons in the mail, and allowing consumers to try small samples in their scoop shops. Despite the fact that Haagen-Dazs controls 50 percent of the super-premium ice cream market I feel that the Ben & Jerry's campaign is more effective. In addition, these companies use images and pictures in their ads that appeal to the right side of the brain. They are also activating the consumer's need to think of a great gift idea for the holidays. Bowling Green: Bowling Green University Popular Press, 1995.
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Acceptance Essays
