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Brand Positioning and Core Values

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Brand Positioning and Core Values
Segmentation


Demographic


Middle to High level income adults



Benefit


Everyone seeks for having pleasure from the icecream Direct Sets of Competition
Brand with similar target market and segmentation

Panda Magic

Golf Bravo

Indirect Sets of Competition


All other ice creams brands can be seen as indirect competitor of Magnum



Even Algida’s Cornetto can be indirect competitor

Positioning Map
Perceived
Quality

x Magnum x Cornetto x Bravo x Panda

Perceived
Price

Free Associations Research




14 Females and 16 males
Aged between 23 - 40 years are asked
«What comes to their mind when they think of

“Magnum” and as well as its competitor “Bravo”?»

Points of Parity and Difference
Points of Parity






Similar Physical
Appearance (shape, size)
Variety of Products
Being the most expensive ice-cream in their mother brand Similar Combination of
Ingredients

Points of Difference








Intense Chocolate Taste
Delicious
Luxurious
Unique Brand
Sense of being important and rich when have a magnum Pleasure

Brand Mantra & Brand Contract


Brand Mantra: Luxurious ice cream bar covered by intense chocolate



Brand Contract: “We offer the highest quality premium ice-cream with unique chocolate to our customers. We use only the finest ingredients and an intense Belgian chocolate to create the most delicious taste. We continuously improve our performance to provide you with the best choice in form of a wide variety of ice-creams in different sizes and flavors. We give to customers a royal treatment with our ice-cream. We do our best to make customers feel special and satisfied.”

Brand Elements


Brand Name and Logo



Packaging:

Brand Elements
Brand Name, Logo and Packaging Evaluation


Logo is same as the name and also first letter is used as logo both are memorable.



Different languages are used on
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