Brand Positioning of an Premium Ice Cream Treat Essay

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Sweet Dream

Imagine that Paradise Foods did not launch any new products

If the current marketing tactics were maintained, the La Treat line would eventually lose market share to competitors. Products such as these are called ice cream "novelties" for a reason -- even if consumers love the product, they will likely search for something new and different at some point. The relatively high cost and the sophistication of the product make it an indulgence, hence the tagline "Go Ahead -- You Deserve It." The use of premium ingredients -- "Taste the Goodness -- is a marketing strategy that justifies the price when comparing La Treat to other ice cream novelties and desserts. In this high-end market, consumers will follow food trends. They are looking for innovation and originality. Promotions will help sales, at least for the short-term. Some new customers will try the product just because they have a coupon. Loyal customers will be pleased to save money on an ice cream product they like and may have purchased anyway.

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Over the long-term, customers will be looking for new and novel products; Paradise Foods will lose market share if it does not recognize that buyers of luxury food items can be fickle.

The positioning statement for La Treat is as follows: La Treat is premium vanilla ice cream dipped in penuche fudge and covered with almonds. Come on -- you know you deserve it! The positioning statement explains exactly what La Treat is, so consumers do not have to guess. The word "premium" alerts them to the fact that this is an upscale product. The use of "come on" makes the pitch a little more personal, as if La Treat's creators are speaking directly to an individual. The ice cream, with fudge and almonds, is an indulgence and the "come on" also is a whisper of temptation to encourage consumers to enjoy this guilty pleasure. After all, they deserve it!

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"Brand Positioning Of An Premium Ice Cream Treat" (2014, April 16) Retrieved June 6, 2026, from
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