brandcommunication2019

[brandcommunication2019]

Week 6

Conclusion:

Rush Munro’s are a New Zealand owned and operated organic ice cream brand that's core values are to provide consumers with healthier, more luxurious options other than those already on the market.

They target foodies, special occasion buyers, and premium customers through the use of psychological advertising. The brand's main focus is on maintaining their “healthy” and “organic” image whilst also promoting the idea of luxury through their products visuals and premium culture.

They play with the emotions of the customers and make them believe they are making the right choice by purchasing an organic product.

Rush Munro’s are well aware of the fact that they do not advertise much, feeling comfortable with owning the reputation of being over 90 years old.

I think that Rush Munro’s is overpriced for a students budget. However, the packaging appeals to me as it features a simplistic and royal colour scheme with metallic undertones, making it appear more luxurious and convinces the buyer to purchase it.

Rush Munro’s advertise entirely differently to the competition Kapiti. Where Kapiti is lower in price and has a wide selection of options that are more readily available, Rush Munro’s only have a limited selection of premium flavours at considerably higher prices.

Rush Munro’s values they sell organic, exclusive and high-end products that appeals to an exclusive market, where Kapiti has good quality, exotic and stylish values, where they sell their product at more affordable prices. Rush Munro’s can be seen as an ice cream for the customer who is willing to spend more, where Kapiti can be seen as an ice cream for the customer wanting an exotic flavour at an affordable price.

[brandcommunication2019]

Week 5

Rush Munro’s packing is a bright and sleek refinement of the standard ice cream tub. It is circular in shape with a white and cream background, shiny finish and is limited in size to only 100 and 457 ml. Kapiti has taken a similar approach to package shape but used a 1L size instead of 457 ml, Kapiti promotes sharing whereas Rush Munro’s promotes self-indulgence.

The lid is a dark green shade which matches the logo and makes the design streamlined. The sides of the packaging have a metallic white lattice pattern which is unique to the brand and allows it to stand out above competitors, while also adding to the gracefulness of the design.

The top of the product dons the new Rush Munro’s logo, with a dark red rose and “organic” text attributing the brightness of the design. The rose is also used to symbolise the iconic Hawkes Bay Rush Munro’s Ice Cream Rose Gardens where the brand has been located since 1926.

Rush Munro’s use a royal colour palette to promote luxury, they use a pale cream with highlights of metallic white and dark green matching the logo. This allows Rush Munro’s to well and truly stand out, as no other brands use this colour palette. The use of gold helps them convey the idea that the product is luxurious and desirable.

The classic Rush Munro’s Bebas Neue typeface is a metallic gold supported by ‘organic’ in the same typeface in dark red. They contain the logo text with a scroll type divider above and below the writing, making it appear more luxurious.

The packaging expresses the organic values of the brand, this is achieved through the use of simplistic clean design and natural imagery, alongside the subtle enforcement of organic in the logo.

Rush Munro’s packaging focuses on the art of simplicity, the sleek design illustrates less is more. While other brands try to use diverse colour palettes and photos of the product, Rush Munro’s focus on nailing a few key features such as luxurious photos of the ingredients and textured lattice design. They combined the history of Rush Munro’s with a new modern design approach, by taking recognisable icons from the Rush Munro’s ice cream gardens and modernised them, for example, the metallic white lattice design and the rose logo.

Compared with Rush Munro’s, Kapiti’s packaging design appears more indulging, atop the lid is a bowl of ice cream identifying what the ice cream looks like, using a pop of colour to pair with the flavour. Kapiti uses colours to identify flavours whereas Rush Munro’s only uses images of the ingredients.

Rush Munro’s packaging is not biodegradable but can be recycled, I think that if Rush Munro’s were to improve their product, they should take into consideration a large number of consumers who are becoming more aware of the state of our environment.

They could change their packaging to be more nature-friendly, investigating eco-friendly packaging which would work alongside the organic values they already own.

 Strengths:

Rush Munro’s use of clean design and imagery to communicate the brand's organic values.

The design appears luxurious and desirable.

Weaknesses:

The packaging does not communicate clearly enough what the flavours are, they need more variation.

Small sizing

 Tensions:

Family-friendly vs Self-indulgence

Essence:

Rush Munro’s is New Zealand owned and operated since 1926. Producing organic artisan ice cream in a limited refined batch of flavours. Ideal for when you want a revitalising desert or a nostalgic treat.

BIB 2:

[brandcommunication2019]

Week 5

“Big picture” near the warehouse? 1-2 days ring first.

Booklet 16 pages $20 bind and all

[brandcommunication2019]

Week 4

In class notes:

This is what the brand stands for.

Verify my hunch. This is what I think, verify it.

 Rational Questions:

Expensive;

-          When do you buy the product?

-          A neutral question. (not Leading)

-          No yes/no answers.

-          What does it remind you of?

-          Ask why – important ask 2-3 times.

Emotive Questions:

Declared, Undeclared;

Projective technique

What would your brand be like at a party?

What if your brand was a car, what type of car would it be?

3 interviews with people who know the brand

3 interviews with people who know the competition

 Why we trust Rush Munro’s

Why it’s delicious

Occasion

[brandcommunication2019]

Week 4

Extended Research & Questionnaire.

Questionnaire: 

The Ultimate Rush Munro’s Experience

Interview 1: Brett

Emotive: Journey

1. Horse and carriage, a white horse, fancy carriage, dusk.

2. By himself on the carriage, during transport saw cobblestones, felt quite old and traditional

3. The destination was “like a market” taste testing. The average age of 30.

4. An older person wearing a white suit approached. Activity was trying multiple flavours to see which was the most popular, competitive aspect.  

Interview 2: Renee

Emotive: Journey

1. Waiting at home

2. Picked up in a Corvette V8, dark blue (left-hand drive) and he’s driving. The other person who came was the initial driver, it was day time.

3. Drove to the port road (Seaview), then did a quarter mile race, and after that went to the marina where he would go onto cat (boat) going toward an island.

4. Got onto ward island and walked up to the highest point where there were a table and umbrella set up just for him, with a cold drink and multiple Rush Munro’s Ice Cream waiting. Individual experience, feeling special.

5. Lady approached, mid 20’s good looking, with a nice smile and said “ The helicopters on its way, as is going to take you to a lodge in Wairarapa for a week, no expense, and all the Rush Munro’s you can eat”

Interview 3: Jack

Emotive: Journey

1. Waiting at Waterloo train station, during the day.

2. Picked up by a black limo, with a chauffeur, seemed authentic and legitimate, the only person on the limo, exclusive feeling.

3. The journey was silent.

4. Pulls up to an open Rush Munro’s carpark outside the factory with no other cars, gets out, sees trees and trollies, no people as of yet.

5. Goes into the building by himself and then saw heaps of people taste testing Rush Munro’s, feeling excited.

6. A man with black hair, wearing a shirt a tie approached him and said “There is an exclusive new Ice cream that you can taste” and off he went.

Rational Questions:

1. What occasion would you purchase Rush Munro’s? How old were you? Where were you?

2. Why do you buy Rush Munro’s?

3. Would you eat it alone? Did/do you share?

4. Where would you eat Rush Munro’s?

5. Where would you buy Rush Munro’s? Where is it situated?

6. What does Rush Munro’s mean to you?

7. Do you resonate with the locally sourced organic ingredients?

8. Is it important to you that these ingredients be organic?

Person #1 Isabella

1. Did not buy for herself, parents paid for it, she was about 7 years old, at a winery in Napier 

2. She bought it because it was really hot, yummy, cooled her down, sweet.

3. She ate it with her sisters but didn’t share, they each had one.

4. She was at a winery and it was really hot.

5. She got it from a freezer, a pick and choose one. Napier, winery.

6. Just an Ice Cream as a child, yummy, sweet, tasty

7. Not as a child, it was just yummy ice cream

8. Not as a child, she didn’t care, but now she thinks it is cool that it's organic but not that important to her.

Peron #2 Elise

1. At home with family, a nice dinner, so they would get nice ice cream, buy from Rush Munro’s Ice Cream shop since they lived in Hawkes Bay.

2. Home town everywhere, good quality and delicious.

3. Always shared and eaten with others, never at the ice cream by herself, always shared.

4. At home or at the Rush Munro’s shop.

5. No, she would go to the source because it was cheaper and she felt like she was showing more support and love towards the ice cream.

6. Nostalgic, she grew up with Rush Munro’s as the local favourite ice cream, reminds her of Hawkes Bay summers, really good.

7. “Fuck yeah, I love my organic food, anything to fix and support organic farms is good.”

8. Yeah, definitely.

Person #3 Sarah

Rush Munro’s is over the top, very expensive, I think Tiptop is way better.

1. Probably wouldn’t actually purchase Rush Munro’s because it’s so expensive, but if I did it would be in the summer when it’s hot. I got it for free from my work.

2. Dunno, the spirit of the moment or if it’s really hot, to cool me down.

3. I wouldn't share it, it’s ice cream, but then it depends on the situation, maybe share it.

4. I eat Rush Munro’s at work.

5. I would get it from work in Mangatarata Cornerstone Cafe.

6. Doesn’t mean anything to me, it was free ice cream.

7. I mean it tastes all right, so I guess so.

8. It’s pretty cool, I guess so, it’s nice to know I’m eating something organic, make me feel healthy.

Summary for Rush Munro’s Ultimate experience:

Where were you waiting?

Rush Munro’s experience made the people think about being picked up during the day in a central location where other people could also be waiting.

Summary

Rush Munro's is for people who like to make the most out of their day and like to spend time outside, they mostly live in small towns or by the beach.

Transport approaching?

The forms of transport that approached each of the people were nice classy rides that made the person feel more important and luxurious.

Summary

Rush Munro’s ice cream is for people who think of themselves as classy unique and a little luxurious. They also care a lot about their appearance and what they eat.

On your way.

The ride to the location was uneventful, relaxing maybe even peaceful?

Summary

Rush Munro’s is an ice cream brand that allows you to relax and feel comfortable and feel healthier.

Destination?

Tastings of Rush Munro’s ice creams, in warm environments.

Summary

Rush Munro’s ice cream is meant to be eaten at the beach or enjoyed by people who are hot and need to cool down. With a large variety of flavours, people are able to find the exact flavour to quench their taste buds.

Person approaching?

A more mature person who looked nicely dress appeared

Summary

People who buy and eat Rush Munro’s ice cream are people who dress classy and unique, they also may give off a rustic organic vibe as well.

Overall Summary for Rush Munro’s Ultimate Experience:

Rush Munro’s ice cream is for the people who like to make the most out of their day, the people buying Rush Munro’s care about where the product comes from and the impact it will have on the world and their health. They choose Rush Munro’s because it is a healthier ice cream to pick, they are willing to pay that little bit extra for the specific taste and look. Rush Munro’s also appears as a more luxurious brand that you can eat whilst relaxing by yourself or sharing with others.

 Summary of Kapiti’s Ultimate experience:

Where were you waiting?

Central locations inside the city were where the people were picked up.

Summary

Kapiti ice cream is for the average person who lives in the city and wants to eat something exotic but affordable.

Transport approaching? 

The vehicles picking the people up were capable of holding more than two people, none of the vehicles was flash and brand new.

Summary

Kapiti ice cream is for people who have families and who buy it to share with others and enjoy it as a reasonably priced good quality ice cream.

On your way. 

The rides to the destination were calm and comfortable with more than one person in the car with them.

Summary

Kapiti ice cream is ideal for a relaxing and by yourself or sharing to bring people together and to form bonds over good high-quality ice cream.

Destination? 

They all arrived in locations that were beachy and laid back, relaxing chill.

Summary

Kapiti is best for relaxing and cooling down, usually eaten at a hot beach or just at home. You can share or you can keep it to yourself.

Person approaching? 

A person who was of higher importance dressed nicely approached them.

Summary

Kapiti is for people who like to feel and look like they are of greater importance, they dress nicely and they like to feel good about themselves.

Overall Summary for Kapiti’s Ultimate Experience: 

Kapiti ice cream is for the average person who lives in the city, it is enjoyed both by yourself and also shared with others. Kapiti ice cream is enjoyed best on hot days and at the beach, it is an ice cream that brings people together and forms bonds over delicious exotic flavours. Kapiti ice cream is for people who like to dress nicely and feel good about themselves.

[brandcommunication2019]

Week 3

Brand Essence:

1. Rush Munro's is a locally owned and operated New Zealand organic ice cream brand that has been refined over 90 years to create that perfect rustic and trustworthy ice cream we all love and enjoy.

2. Rush Munro’s is an organic New Zealand ice cream brand that has been locally owned and operated for over 90 years providing trustworthy and consistent rustic ice cream made from locally sourced ingredients to make that perfect ice cream we all love.

3. Rush Munro’s is an organic New Zealand owned and operated brand that has been producing rustic and trustworthy ice cream for over 90 years.

4. Rush Munro’s is the oldest New Zealand owned and operated ice cream brand that only produces the highest quality organic rustic ice cream.

5. Rush Munro’s is a trustworthy New Zealand ice cream brand that has been producing consistent organic rustic ice cream for over 90 years.

6. Rush Munro’s is a trustworthy New Zealand owned and operated ice cream brand that has been producing consistent organic rustic ice cream for over 90 years.

[brandcommunication2019]

Week 3

Brand Identity Blueprint:

What is the occasion?

Feel good vs taste good

Home vs going out

Homemade vs store bought

Emotive vs Rational.

Gucci vs Louis Vuitton.

Date night vs social event

Rush Monro’s royal colours and aesthetic, golds, rubies, emeralds, creams, expensive and for the high-end people.

[brandcommunication2019]

Week 3

Needs: why do we want the person to reach for the Fruju instead of the magnum.

Rational needs: yum, thirst quenching, real juice/ healthier

Emotive needs: kiwi summer, beach, social.

Tensions: 

Kids: yum, sugar

Teenager:

Parent: yum, healthier, 

[brandcommunication2019]

Week 2 Research

Bostock Group’s Organic Values:

Owns:

- Bostock’s Organic Free Range Chickens

-Rush Munro’s

-Profruit NZ

-Aozora International

-Bostock Far East

Competition:

-Oob Organic

-Little Island Coconut Creamery

-Kapiti Ice Cream

-Halo Top

-Deep South

-Killinchy Gold

-Haagen Dazs

-Zilch

-Ben & Jerry’s

-Movenpick

-NZ Natural

-Kohu Road

-Coconut Wahiki Creamery

-Like Licks

-Lewis Road Creamery

Kapiti 1L tub:

-          New World $10.49

-          Pak’n Save $8.99

-          Countdown $9.50

Rush Munro’s 457ml tub:

-          New World $12.99

 (Kapiti, on the other hand, is not organic so it can’t really be in the same ice cream type bracket.)

Rational/Emotive Needs:

-Yummy

-Organic

-Good for you.

Rush Munro’s:

In Wellington it is only found in New World, I thought it was weird that Moore Wilsons and Commonsense did not supply the organic ice cream. In the New World, they sell the ice cream for $12.00 yes, very pricey.

Oob ice cream:

Found in all supermarkets at the top in freezers in the organic section and in some dairies, prices for 475ml tub are usually around NW $7.99 PS $7.49 CD $8.50

Started in 2001, 27 organic loving employees. They have a shop 89 jones road, Omaha, Auckland that allows you to have soft serve fruit ice creams and fresh organic fruit. 

It’s Organic.

89 Jones Road, Omaha, Auckland, NEW ZEALAND 0986

“The owners of Kiwi ice cream company Oob have been fined $26,000 for building a factory that did not have enough fire escape routes or signage.” 

https://www.stuff.co.nz/business/88547612/unsafe-icecream-factory-built-without-consent

Little Island Coconut Creamery:

Can be found in all supermarkets and some dairies, it is usually located in the centre of the organic ice cream section. Prices for a 475ml tub are usually NW $7.99 PS $6.99 CD $7.50

Did I mention organic?

30 Greenpark Road Penrose Auckland 1061

Started in 2010, by Tommy and James. they wanted to create a plant-based ice cream that would satisfy their children, after great success they decided to share it with everyone.

Kapiti Ice Cream:

Found in all supermarkets in the centre of the gourmet ice cream section, they can also be found in minimarts, prices for the 1L tubs of ice cream are usually NW $10.49 PS $8.99 CD $9.50

Started in 1984 they just talk about how exciting they were and how their cheese was not only Cheddar it was another flavour too. Yay for them.

Halo Top:

found in all New Zealand supermarkets above Rush Munro’s in the healthier section, not sold in dairies.

Originally funded in the states by a dude called Justin Woolverton, has only recently come to New Zealand in 2018

https://www.newshub.co.nz/home/lifestyle/2018/09/halo-top-ice-cream-launches-in-new-zealand.html

[brandcommunication2019]

Week 2 Mind Map

“Consumers are much more aware of where their food comes from.”

http://supermarketnews.co.nz/foodstuffs-rushes-for-ice-rush-munro/

Target Audience:

Rush Munro’s:

1.Foodie.

2.Premium Customer.

3.Special Occasion.

Foodie:

The foodie customer is the person who cares about what they put into their body but also cares about where the product comes from and how that will affect them. The foodie also is passionate about food and is interested in new and exciting things to try, Rush Munro’s is a good option for a foodie because they know that it is made locally by locally sourced organic ingredients and it is the healthier option.

Quality, produced sustainably, value, ice cream lover, eats a lot, cooks, nutritional value, photos, flavours, colours, aesthetics, content, happy, sunny, beach, Hawkes Bay, special, pool, garden, social media, health, rustic, healthier option, years old brand, original, organic, locally owned, locally operated, locally produced, taste, flavour, value.

Premium:

A premium customer is a person who wants the ice cream to get the look that comes with it. They are the person to buy it for themselves or an event and to make sure everyone knows about it, they will take photos and post them on social media and tell all their friends about it. Rush Munro’s has a unique aesthetic that a large amount of organic and beachgoers would love and buy just to get ‘the look’. 

“Yes, they are eating Ice Cream but it’s Rush Munro’s and it’s organic.”

Design aesthetic, socially worthy, content, Instagram-able, photo-worthy, rich people, cools you down, high-end product, will not let you down, classic, old-school, higher class, expensive, makes you look cool, lavish, worthy, bought for the look, vintage, organic, chic, beach, pool, treat, friends.

Special Occasion:

A special occasion customer is a person who wants to make an occasion more special by buying some special or expensive ice cream to make the event more exciting. Rush Munro’s is definitely on the expensive spectrum, the special occasion person will buy Rush Munro’s to be a treat and therefore making the occasion more memorable.

Pool, beach, friends, party, movie, birthday, dinner party, breakup, date, dessert/pudding, content, sweet, happy, special, lucky, gloat; to brag, festival, been recently paid, sale, new, medicine, reward, treat, accomplishment.

Kapiti:

1. Special occasion

2. fashionista

3. Foodie

[brandcommunication2019]

Week 2 Mind Map Image Source Material

https://www.newzealand.com/us/feature/cape-kidnappers/

https://www.videoblocks.com/video/young-women-taking-photo-of-ice-cream-on-beach-girl-photographing-italian-gelato-outdoors-in-summer-sunshine-girls-enjoying-european-vacation-travel-adventure-amalfi-coast-italy-riuxt-r5ej01kin6a

https://ultimatemember.com/extensions/instagram/

https://en.wikipedia.org/wiki/File:Facebook_logo_(square).png

https://en.wikipedia.org/wiki/File:Logo_of_YouTube_(2015-2017).svg

https://www.youtube.com/yt/about/brand-resources/#logos-icons-colors

https://www.virtualoceania.net/newzealand/photos/cities/hastings/nz1528.shtml

https://www.homedepot.com/p/Mea-Nursery-FRAGRANT-Red-Mister-Lincoln-Rose-62014/304937447

https://www.tripadvisor.co.nz/LocationPhotoDirectLink-g255680-d3160199-i113092313-Rush_Munro_s-Hastings_Hawke_s_Bay_Region_North_Island.html

http://www.findabeach.co.nz/beaches/ocean-beach-hawkes-bay/about/

https://www.backpackerguide.nz/22-stunning-beaches-in-new-zealand/

http://am1380.ca/heres-comes-sun-warm-temperatures/

https://www.ebay.com/itm/Tag-Teaspoon-Vintage-Colorware-Stainless-Steel-Plastic-Set-of-4-Indigo-Blue/352249431981?_trkparms=aid%3D222007%26algo%3DSIM.MBE%26ao%3D2%26asc%3D20160323102634%26meid%3D70822a41839048cca48ba94cd507591f%26pid%3D100623%26rk%3D2%26rkt%3D6%26sd%3D352249446980%26itm%3D352249431981&_trksid=p2047675.c100623.m-1

https://www.wahiki.co.nz/products/

https://www.nytimes.com/2018/08/16/reader-center/ask-the-new-york-times-a-question.html

https://fitness.org.au/directory/business/2

https://www.everydayhealth.com/digestive-health/tips-for-better-digestive-health/

https://health.spectator.co.uk/is-too-much-sugar-causing-anxiety-in-men/

https://kos.com/products/organic-spirulina-powder

https://unsplash.com/search/photos/green-plant

https://twitter.com/A_Band_HAPPY

http://www.seeanddo.co.nz/

https://www.theliftedbrow.com/liftedbrow/2017/8/6/swimming-in-history-if-you-can-find-the-water-a-conversation-between-poets-by-hayan-charara-and-patricia-smith

https://www.123rf.com/clipart-vector/hot_day.html?sti=m29vaqmzlmubmz9o7m|

https://www.pamperedchef.com/recipe/Desserts/Basic+Vanilla+Ice+Cream/1287045

https://ideas.fandom.com/wiki/Category:Movies

https://www.zoosk.com/date-mix/dating-advice/first-date-tips/first-date-conversation-tips/

https://awakenthegreatnesswithin.com/35-inspirational-quotes-on-family/

https://www.rd.com/culture/happy-birthday-song-facts/

https://www.onekingslane.com/live-love-home/dinner-party-ideas/

https://www.google.com/search?safe=active&rlz=1C1CHBF_enNZ737NZ737&biw=1368&bih=770&tbm=isch&sa=1&ei=hLWAXJrWG4bUz7sP1v2fmA4&q=gloating&oq=gloat&gs_l=img.3.1.0l6j0i10j0j0i10j0.15736.17483..19144...0.0..0.210.934.0j4j1......1....1..gws-wiz-img.......0i67.MTg7reQlV2Q#imgrc=OD3AO17Z19pwBM:

https://www.google.com/search?safe=active&rlz=1C1CHBF_enNZ737NZ737&biw=1368&bih=770&tbm=isch&sa=1&ei=mLWAXIC7KtnAz7sP8rqhiAE&q=festival&oq=festival&gs_l=img.3..0l10.80243.84909..85159...0.0..3.232.2207.0j10j2......3....1..gws-wiz-img.....0..0i67j0i10.J3cxVdnfpFY#imgrc=E6-DvQxIvv8jpM:

https://www.dyingmatters.org/news/end-summer-sale

https://en.norwegianreward.com/about-us/about-rewards/limited-edition

https://dribbble.com/shots/297517-Treat-Yo-Self

http://mentalfloss.com/article/29007/party-frankie-annette-7-official-beach-party-movies

[brandcommunication2019]

Week 2 Advertising

Tried contacting Rush Munro’s via Email to ask about the 1L tubs, I never got a response because the email address I was sending it to was incorrect but I copied and pasted the one that was given on the website. 

Another group member managed to use the correct email and asked about the 1L tubs and was informed that they no longer make them only the 475ml and the 100ml range.

I also attempted to call Rush Munro’s 10 times but I either got hung up on or the call would go through to answerphone. 

We think that Rush Munro’s had done a complete Re-Shuffle, and re-branded their ice cream. 

They are locally sourced and locally produced by a New Zealand organic company, Bostock.

Ads:

Calm, beach, road trip, rustic, pastel tones, golden glow vibes, bring people together, a family treat, can be eaten anywhere and everywhere, travel, can be eaten by anyone, summer, Hawkes Bay.

Competitors:

-          Oob organics

-          Little island coconut creamery

-          Kapiti ice cream

-          Halo top

-          Deep South

-          Killinchy gold

-          Haagen Dazs

-          Zilch

-          Ben & Jerry’s

-          Movenpick

-          NZ natural

-          Kohu road

-          Coconut Wahiki creamery

-          Like licks

-          Lewis road creamery

 Rush Munro’s promotion is very minimal, they have a Facebook and an Instagram page which they advertise very little. I have never seen or come across and sale in the supermarket or any posters showing Rush Munro’s Ice Cream. I have recently seen that they promote their ice cream at a Hawkes Bay horse riding event.

Kapiti, on the other hand, have tonnes of promotional material, they have social media and are constantly posting things to keep their followers interested. I have also seen Kapiti ice cream posters all over Wellington city and there is quite often a sale at the supermarket. Kapiti ice cream is promoted in supermarket flyers, Kapiti is everywhere, in supermarkets, dairies, 4 squares, movie theatres, restaurants, you name it, and it’s probably there.

Sourced:

https://www.attn.co.nz/rush-munros/

https://www.attn.co.nz/rush-munros-90th-birthday/

http://georgiamaybrand.blogspot.com/

[brandcommunication2019]

Week 2 Definitions

rationalDictionary result for rational/ˈraʃ(ə)n(ə)l/

adjective

1.based on or in accordance with reason or logic."I'm sure there is a perfectly rational explanation" synonyms: logical, reasoned, well reasoned, sensible, reasonable, cogent, coherent, intelligent, wise, judicious, sagacious, astute, shrewd, perceptive, enlightened, clear-eyed, clear-sighted, commonsensical, common-sense, well advised, well grounded, sound, sober, prudent, circumspect, politics; More

2.MATHEMATICS(of a number, quantity, or expression) expressible, or containing quantities which are expressible, as a ratio of whole numbers.

https://www.google.com/search?q=rational&rlz=1C1CHBF_enNZ737NZ737&oq=rational&aqs=chrome..69i57j0l5.1518j0j7&sourceid=chrome&ie=UTF-8

emotional dictionary result for emotional/ɪˈməʊʃ(ə)n(ə)l/

adjective

relating to a person's emotions." gaining emotional support from relatives" synonyms: spiritual, inner, psychic, psychological, of the heart" their emotional needs are often ignored"

arousing or characterized by intense feeling." an emotional speech" synonyms: poignant, moving, touching, affecting, powerful, stirring, emotive, heart-rending, heartbreaking, heart-warming, soul-stirring, uplifting, impassioned, dramatic; More

(of a person) having feelings that are easily excited and openly displayed." he was a strong emotional young man" synonyms: passionate, feeling, hot-blooded, warm, ardent, fervent, excitable, temperamental, melodramatic, tempestuous, overcharged, responsive; More

tangible Dictionary result for tangible/ˈtan(d)ʒɪb(ə)l/

adjective

1.perceptible by touch."the atmosphere of neglect and abandonment was almost tangible"synonyms:touchable, palpable, tactile, material, physical, real, substantial, corporeal, solid, concrete; More

noun

1.a thing that is perceptible by touch."these are the only tangibles upon which an assessment can be made"

intangibleDictionary result for intangible/ɪnˈtan(d)ʒɪb(ə)l/

adjective

1.unable to be touched; not having physical presence."the moonlight made things seem intangible"synonyms:impalpable, untouchable, imperceptible to the touch, non-physical, bodiless, incorporeal, unembodied, disembodied, abstract, invisible; More

noun

1.an intangible thing."intangibles like self-confidence and responsibility"

https://www.google.com/search?safe=active&rlz=1C1CHBF_enNZ737NZ737&q=emotional&spell=1&sa=X&ved=0ahUKEwi8lvPZhe_gAhXSdH0KHURVD7wQBQgrKAA&biw=1368&bih=770

https://www.google.com/search?q=rational&rlz=1C1CHBF_enNZ737NZ737&oq=rational&aqs=chrome..69i57j0l5.1518j0j7&sourceid=chrome&ie=UTF-8

https://www.google.com/search?safe=active&rlz=1C1CHBF_enNZ737NZ737&ei=gIuBXOisFZv79QP6qovgBw&q=intangible&oq=in&gs_l=psy-ab.1.0.0i67l10.39562.40513..41283...1.0..0.283.683.0j1j2......0....1..gws-wiz.......0i71j0i131j0j0i67i70i249j0i131i67.p4LXv1hYsqA

https://www.google.com/search?q=tangible&rlz=1C1CHBF_enNZ737NZ737&oq=tangibl&aqs=chrome.1.69i57j0l5.2240j0j7&sourceid=chrome&ie=UTF-8

[brandcommunication2019]

Week 2 Types of Consumers

The types of consumers that buy Ice Cream or Rush Munro’s to be more specific:

1. Foodie, the people that actually look at the back of the packet and read it, they are interested in the nutritional value or they are a fan of the quality of Rush Munros. 

~A person who enjoys eating food, unlike everyone else, who hates food, thinks it's disgusting, and would never consider eating it. 

~ https://www.urbandictionary.com/define.php?term=foodie

2. Premium Consumer, the product will be purchased instead of others just because it has that premium look to it and is of higher value, therefore it is used as social status and some people may view the person buying it as ‘rich’ or ‘has an expensive taste’.

~ Premium is simply an adjective that takes the user a step up from 'cool'. Whenever you feel like responding in conversation with a casual 'cool', take it up a notch and slip in a minty fresh 'premium' instead.

~ https://www.urbandictionary.com/define.php?term=Premium

~The premium consumer is the person who will pay a little more for something they’ve come to expect only from your brand. When they can have those expectations met at a lesser price, they may switch brands. Or when your brand fails to deliver on their expectations, they’ll go looking elsewhere. 

~ https://warrendouglas.com/blog/premium-pov/who-is-a-premium-consumer

3. Special Occasion, a consumer may buy it because of a celebration or because they just want to go all out and treat themselves and or others.

~1. An event or happening, or the time of an event or happening: On several occasions, we saw him riding a motorcycle.

2. A significant event, especially a large or important social gathering: The reception proved to be quite the occasion. 

~ https://www.thefreedictionary.com/Special+Occasion

[brandcommunication2019]

Week 2 Rush Munro’s Research

Four P’s:

Product:

Rush Munro’s is an Organic Ice Cream brand sold in only 475ml & 100ml tubs, made locally from locally sourced organic ingredients. This appeals to the health and organic people who are interested in where their food comes from and that it is a healthier option when buying ice cream.

Kapiti, on the other hand, is sold in 1L & 100ml tubs, ice creams cones, ice blocks and ice cream on a stick. Kapiti has a larger rand of flavours and sizes that cater to all peoples needs and wants.

Placement:

Rush Munro’s

New World Wellington city is the only shop that stocks Rush Munro’s 475ml tubs of ice cream in central Wellington, they were not placed in the organic section but were placed in the more expensive luxury ice cream section beneath Halo Top, but above Deep South and Magnum.

Kapiti

Kapiti is usually placed near the tip top and deep south ice creams in freezers. I also occasionally is placed in its own freezer separate from the other ice creams. Like in Pak’n Save.

Price:

Rush Munro’s:

Rush Munro’s only sell 457ml tubs at the Wellington City New World and I have never seen a price change or sale.

Rush Munro’s 457 ml tub:

- New World $12.99

Compared with Kapiti ice cream 1L tubs the Rush Munro’s 475ml tubs are more expensive. Below are prices of tubs in the central Wellington supermarkets.

I have kept an eye on the Rush Munro’s Ice Cream but it has yet to go on sale.

Kapiti:

Kapiti 1L tub ice cream is sold nearly everywhere, I have found it in almost all dairy’s that sell tubs of ice cream and every supermarket. In supermarkets, their prices are usually around the $10 mark, whereas in dairy’s they are usually around the $15 mark.

Kapiti 1L tub:

- New World $10.49 & $9.99 on sale

- Pak’n Save $8.99

- Countdown $10.50 & $9.50 on sale

Kapiti, on the other hand, has regular sales where their ice cream is discounted.

Promotion:

Rush Munro’s:

Rush Munro’s is not as well known as Kapiti because they do not do as much promotion and they only want to appear to a small section of the market. Rush Munro’s has an ice cream truck which they travel around Hawkes Bay and Auckland selling smaller tubs of ice cream at beaches and outside of businesses that stock Rush Munro’s.

They have recently been putting there name out there with horse events and selling ice cream there, but other than that they have taken a very effortless and minimal approach to make their name heard and know all across New Zealand. I feel that they think they do not need to promote themselves because they already have a name for themselves and already have a small section of the market hooked.

Rush Munro’s has a very beachy washed out aesthetic that makes you feel calm and almost dreamy when you look at it. The way they present the ice cream to you makes you feel like an organic royal beach goddess and it gives off those daydreamy vibes.

Kapiti:

Kapiti is EVERYWHERE, they have posters on billboards, flyers, junk mail, dairy’s, magazines, movie theatres, events, concerts, everywhere. They are a well know affordable brand of high-quality ice cream that almost all Kiwis love and enjoy. The promotion of Kapiti ice cream is easy to spot as it has it’s trademark black and delicious looking contents. 

Kapiti has a striking bold aesthetic, it looks more modern and makes you feel high class and suave. The black gives you the sophisticated suit feel and the ice cream imagery just makes you hungry. 

Packaging:

Colours: I think that Rush Munro’s has quite a royal colour scheme. 

The packaging has a simple grid design that I think was inspired by the original outdoor seating area of the Rush Munro’s Ice Cream gardens as you can see below.

Gold, Green (Emerald), White, Cream, Red (Ruby), Brown, Black.

Rush Munro’s:

Fonts/Lettering:

Block, Italics, Cursive, Centered, Bold

Logo:

- Easy to read

- Circular

- Rose, symbolises the historical Rush Munro’s Ice Cream Rose Garden. “Too much history with the rose to just drop it.” - new packaging design.

- Capitals

Kapiti:

Fonts/Lettering:

- Easy read capitals for logo

- easy read lowercase for flavours

Logo:

- the logo is of Kapiti island even though the Kapiti business is located in Auckland

- square

- easy to read.

2013 Old Packaging.

- Rush Munro’s got a new look, this didn’t turn out well as customers were often mistaking it for Killinchy Gold in freezers and didn’t know it was a New Zealand product

-”rose logo/symbol is to acknowledge the roses that grow in the Rush Munro’s Ice Cream gardens in Hastings.”

-Gold was one of the original colours used, makes it look more expensive, special, desirable.

-not a popular change, has been changed again in recent years.

http://www.nzicecream.org.nz/industry.htm 

Research: (Not Written By Me)

At 23 litres per capita per annum, New Zealanders are amongst the biggest eaters of ice cream in the world, and most recent figures put us at the very top, ahead of Australia and the USA. Ice cream and edible ices account for about $1 of every $44 spent on food by New Zealand households (Statistics New Zealand).

This is not the only testament to the quality of ice cream produced here over many years, but evidence of a discriminating local consumer base - New Zealanders love their dairy products and know their ice cream! As a result, the ice cream market is historically very innovative and extremely competitive for its size.

Ice cream has always been very affordable in this country - ice cream prices over the three decades to 2010 are shown in

The chilling facts about ice cream: tracking prices in the CPI, by Statistics New Zealand.

Previous Students Work/Blog: 

http://georgiamaybrand.blogspot.com/2016/08/competition-environment.html

Supermarket News Blog:

“The timing is right for organic ice cream as consumers are so much more aware of where their food comes from. They want to eat quality but they also have an environmental conscience and want to know it’s been produced sustainably. So it’s important that we provide an organic choice in the freezer.”

http://supermarketnews.co.nz/what-to-stock-best-of-2018/

[brandcommunication2019]

Week 1 Rush Munro’s Research

Rush Munro’s Organic Ice Cream

Summary: 

Fredrick Charles Rush-Munro and his wife Amy opened ‘Rush Munro's confectionary shop’ in 1914 in Ponsonby Auckland, (later Amy passed away in 1917) Fredrick they moved in 1926 with his later wife Catherine to Hawkes Bay and started up Rush Munro’s Ice Cream Gardens. Then in 2015, the business was sold to local John Bostock, who pioneered commercial organic apple growing in New Zealand. Since then the Rush Munro’s ice cream has been re-branded and made organic.

Research:

Funded in 1926 New Zealand, Hastings by Fredrick Charles Rush-Munro & wife Catherine.

- 1914 Fredrick Charles Rush-Munro learned the confectionary trade from his father. “Rush Munro Confectionary Shop”

- 1914 The first shop opened 161-163 Ponsonby Road, Auckland, December 

- 1917 Re-located to 142 Karangahape Road and advertised as “Rush Munro’s Soda Fountain’ Auckland

- 1919 Re-located again to 181-187 Karangahape Road, re-named Rush Munro’s self-service cafeteria, Auckland.

-‘Rush Munro’s Cabaret’ (Auckland first cabaret) operated in conjunction with the cafeteria, upstairs.

- 1924 Rush Munro sold Lemon Ice Cream at a second shop at 281 Ponsonby Road, may also have had a second shop at Otahuhu.

- 1925 December, Rush Munro announced the opening of a new confectionery shop on Queen Street, to work in conjunction with the new Majestic Theatre.

- 1926 January 16 “Strollers” jazz club announced the ‘absolutely last dance to be held at Rush Munro’s cabaret’ would be held that night.

- 1926 26th and 28th January, Rush Munro’s ice cream plant, soda fountain and the whole stock was put up to auction at 181 Karagahape Road. Another “Gigantic Auction Sale” referred to as the ‘Rush Munro in Liquidation.’

- 1922 Frederick re-married, he and his wife moved to Hawkes Bay, 

- 1926 26 May, Said to have over-stretched himself financially, also said to have only had $10 when they opened a new shop, “Munro’s Garden of Sweets” in central Hastings.

- 1931 Rush Munro’s shop was destroyed in the Napier Earthquake, they managed to open just 17 days later in a tent near Stortford Lodge.

-1930′s they moved the business to the current site at 704 Heretaunga Street West, the shop is now the famous “Rush Munro’s Ice Cream Gardens”

- The Ice Cream gardens have since become a Hawkes Bay landmark and a kiwi family tradition. 

- 1976 Frederick Charles Rush-Munro died.

- They are still producing 100% natural ice cream made from the original Frederick real-fruit recipes, passionfruit, boysenberry, feijoa.

- Currently owned and operated by John Bostock. - pioneered commercial organic apple growing in NZ.

Awards:

- 2014 Supreme Gold Award for Maple Walnut flavour.

- 2017 Silver Best Coffee Award for Mochaccino flavour.

- 2017 Silver Premium Ice Cream Double for Choc Chip flavour.

- 2017 Silver Premium Ice Cream for Salted Caramel flavour.

- 2017 Gold Open Creative Gelato & Sorbet for Hibiscus/Agave Sorbet flavour.

- 2017 Silver Export Ice Cream for Durian flavour.

Packaging design clashing with Killinchy Gold packaging:

https://stoppress.co.nz/news/rush-munros-and-dow-design-bring-orchard-freezer-new-brand

Rush Munro History:

https://www.nzicecream.org.nz/history-nz-rush-munro.htm