It's the only right way to celebrate all the happy spring and summer vibes. 29, No.The temps are getting warmer, and you know what that means: It's time to dive into a tub (or bar, or cone, or sandwich) of ice cream. (2012) “Identifying Millennials’ key influencers from early childhood: insights into current consumer preference”. (2018) ‘Market Intelligence Solutions’ Roblyn Simeon, (1999) “Evaluating domestic and international Web‐site strategies”. (2013) Consumer power: Evolution in the digital age. Labrecque, L., Esche, J., Mathwick, C., Novak, T. (2016) ‘Brands need to ensure their designs are age- agnostic. (2018) ‘ Ultra low-calorie ice-cream is flying off the shelves- but can it really beat Ben & Jerry’s?’ Journal of Marketing Communications, Vol, 22, No, 1, p403-418. (2014) Communicating brand gender through type fonts. (2013) eMarketing excellence: planning and optimizing your digital marketing, 4th Ed, London and New York: Routeledge.Ĭole, N. This is because there is no mode of payment or customer support on the website (Simeon, 1999).īen & Jerry’s. Particularly the social media, blogs, feeds and communities- meaning the majority of the communication is online (Chaffey, 2013).įurthermore, using the AIDA model to analyse the effectiveness of their website, Halo Top can be seen to focus more on ‘ Informing’ the customer rather than the ‘Delivery’. Using Chaffeys 6 channels in addition to the customer journey map, it can be seen that Halo Top use a significant amount of Online PR. Although, providing a support service would enable a better relationship between the customers and organisation (Cole, 2017). The advantages of offering this support is that there are lower interaction costs. Furthermore, neither customer is able to use chat support or a mobile app as Halo Top does not offer this service. Whereas, the other customer is more likely to use their phone to search recipes, due to speed and convenience. One important point that differs between the two customers journeys’- is that when the first customer is purchasing the product they are more likely to use desktop page to establish further detail about the Halo Top product. Additional information regarding purchase is made available on another webpage (Ben & Jerrys, 2018 & Breyers, 2018).Ĭustomer pathway: Finding nearest location to purchase product On the contrary, Halo Top and Breyers’ main focus is on the ice cream and its contents. Promoting a quick and simple way to purchase the ice cream. Ben & Jerries website focuses on the instant delivery, supermarket delivery and scoop shops rather than details of the product itself. Both websites mention the number of calories in the ice cream, appealing to the health conscious customer. The use of the words “on your kid’s toys” in Breyers advertisement strongly suggests is it targeted at an age range of persons with children. Whereas, Breyers ice cream seems to be aimed at an older target audience. Ben & Jerries is a more child targeted ice cream, encapsulated by their fun and interactive website. Halo Top Total Website Visits (last 6 months)īen & Jerries (Moo-Phoria) and Breyers are comparable health conscious competitors. A key component to a successful brand (Labrecque et al, 2013). This is exemplified by Halo Top’s use of Instagram and Facebook links on their website. The growing consumer power in this digital age causes a rise in the use of social media. The approach to understanding the millennials has a direct impact upon how businesses such as Halo Top target specific customer segments, so using social media as a link to their website is a necessity (Young & Hinesly, 2012). There is no purchasing element, therefore it relies on being interactive and eye catching (Chaffey & Ellis Chadwick, 2016). Halo Top ensures their designs are age appropriate through the use of packaging, illustrations and font styles, which are aimed at a younger target audience (Hemsley, 2016). The purpose of the Halo Top website is to promote brand building. This popular trend has shaped the current food industry and created new products such as Halo Top (The Guardian, 2018). Coinciding with the start of the healthy eating trend. Halo Top was founded in 2011, the product is aimed at the health conscious consumers as the ice cream only has 280-360 calories per tub (SimilarWeb, 2018). Halo top sold 3 million units since its launch in the UK last summer. Halo Top: ‘Ice cream you can feel good about eating.’
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