(Tiểu luận) creameras mission is to always research, innovate and produce delicious, different qualitydishes

Inspired by Italy, CREMAREA sells Italian ice cream with the main product being delicious Gelato ice cream, even deeper understanding that ice cream is the "creed" of sweet people.. The

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TABLE OF CONTENT

A BRIEF INTRODUCTION 1

1 Overview 1

2 Vision 1

3 Mission 1

4 Core Values 1

B BRAND ELEMENTS 2

1 Brand Name 2

2 Logo 2

3 Slogan 2

4 Color 3

C SIX BRAND CRITERIA 3

1 Memorability 3

2 Meaningfulness 3

3 Likability 4

4 Transferability 4

5 Adaptability 4

6 Protectability 4

D SWOT 4

E Brand Image 5

1 Strength of Brand Associations 5

2 Favorability of Brand Associations 6

3 Uniqueness of Brand Associations 6

F POD - POP, BRAND MANTRA 6

1 Brand Mantra 6

2 PODs 7

3 POPs 8

G SIX BRAND BUILDING BLOCKS 8

1 Salience 8

2 Brand Performance 13

3 Brand Imagery 14

4 Judgments 14

5 Brand Feelings 15

6 Brand Resonance 15

H IMC Plan 16

Overall Campaign 16

1 Digital Marketing 17

2 Promotion 22

3 Public Relation 22

4 Measure activities 23

CONCLUSION 23

REFERENCES 24

A.BRIEF INTRODUCTION

CREMAREA is an ice cream retail brand born to fulfill the dream of starting a business Inspired

by Italy, CREMAREA sells Italian ice cream with the main product being delicious Gelato icecream, even deeper understanding that ice cream is the "creed" of sweet people CREMAREA islocated at Ho Tung Mau, District 1, Ho Chi Minh city

1 Overview

Gelato is a frozen dessert that originated in Italy and is typically made with 3.25% milk, sugar,and other flavoring ingredients such as fruit and nut puree Gelato contains less fat and less air(air is only 30%) than other ice creams, resulting in a softer and less porous consistency thanregular ice cream Gelato is made by heating a mixture of ice cream to 85 degrees Celsius andthen suddenly reducing the heat to -4 degrees Celsius to pasteurize After pasteurization, the icecream is cold incubated for 4-12 hours in the freezer at 4 degrees Celsius After cold incubation,freeze the ice cream mixture by whipping in a circular shape (while beating and pumping air) theliquid cream solution to convert to gelato Compared to regular ice cream, Gelato has no stonetexture, is denser and more flexible Gelato is often made from fruits, so it is nutritious.CREMAREA There are 7 main types of ice cream Besides,CREMAREA It also offers fruityflavors that change with the seasons

● Cioccolato (Original Chocolate)

● Cioccolato Green Tea (Chocolate with green tea)

● Cioccolato Almond (Chocolate with almonds)

● Burgundy Cherry (Cherry)

● Cookies 'n crème (Combination of cookies and cream)

● Vanilla Hazelnut (Vanilla flavor combined with hazelnut)

● Coconut Butter (A rich combination of coconut and butter)

1 Bringing Italy to You: Consumer Focus – Differentiated Quality

2 Quality: We strive to be the best in everything we do

3 Difference: We sell ice cream with stories

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B.BRAND ELEMENTS

1 BrandName

CREMAREA is an ice cream shop brand name, inspired by distant Italy If you can separate 2words, it is “CREMA” and “MAREA” “CREMA” is ice cream in Italian, in addition to beingthe way to read the word “CREAM” in English “AREA” in English means a region or region Ifpronounced, the word "MAREA" is the same as "Maria" which is the mother Maria has a centralrole in the Roman Catholic Church, this is the religion in which 90% of the people in Italybelieve The meaning of the name CREMAREA means an Italian ice cream shop with the mainproduct being delicious Gelato ice cream

2 Logo

The logo is designed in a simple but luxurious style with the main color being Viva Mageta Thewords “CREMAREA” use a simple font, showing the luxury that the brand is aiming for Whenusing this red-pink background in combination with the cream color of the logo, it creates ahighlight that makes customers pay more attention

3 Slogan

Slogan is an integral part of the store's brand identity “Not Just Gelato” is the store’s slogan,which means CREMAREA not just about Gelato Gelato is considered a healthy dessert formany reasons The most obvious is that it is made from natural ingredients From fresh fruits tomilk and water, gelato contains ingredients found in nature Each ingredient in Gelatocontributes to its overall nutritional value It can be seen that Gelato is not only a dessert butmore than that It was a long-term culture and brought value in many ways Besides, the brand isnot only oriented to develop gelato but also in the long run is a dessert for Vietnamese people

4 Color

#9d0031HSB (341,100,62)RGB (157,0,49)

#f6e9bdHSB (46,23,96)RGB (246,233,189)

C.SIXBRANDCRITERIA

1 Memorability

Cream color of the logo and with the trend color of 2023 VivaMagenta is a perfect combinationwhen the "C" of the logo stands out clearly in the background Two contrasting colors createvisual accents, giving customers the impression, easy to remember the brand CREMAREA The

“C” of the logo is taken from the first letter of the brand name Because the personality that thebrand is aiming for is luxury, this "C" is simply designed to make it easy for customers toremember

2 Meaningfulness

CREMAREA sells products according to the customer's feelings, the customer can choose theice cream according to their own feelings When they feel stressed, lack energy after a long daychasing the deadline and want to recharge and stimulate the brain, they can choose chocolate icecream flavors such as Cioccolato, Cioccolato Green Tea and Cioccolato Almond When guestsare in trouble, they should eat fatty ice cream flavors like Cookies 'n crème or Coconut Butter,because according to research when people are sad, they often eat sweets to create a happier andhappier state And those who are new to trying something new and different, can try the lightsour taste of Burgundy Cherry or the aroma of hazelnuts in Vanilla Hazelnut

3 Likability

CREMAREA decided to design the logo according to the luxury orientation that the brand isaiming for Purpose CREMAREA chose a "C" on the logo so that in the future we can developother products In addition, with the main color red VivaMagenta means courage, the desire tolive shows that CREMAREA wants to live forever in customers' hearts, making them remember

me every time they want to eat ice cream

4 Transferability

To meet the needs of customers who want to try many new flavors, CREMAREA Theorientation will develop more ice cream flavors based on seasonal fruits For example, in the falland summer from May to July, it is possible to develop more Lychee Hazelnut or Rambutanflavors

5 Adaptability

CREMAREA started developing the brand from Ho Chi Minh City, a densely populated city.Then developed to other big cities like Da Nang, Nha Trang because these are tourist cities, sowhen visitors visit the places, they will feel hot and tired, from which there will be demand want

to eat something cool, refreshing And that's when they found it CREMAREA with a jar ofCreamy, thick, cool Next, we will develop the CREMEREA brand in Hanoi capital to conquerfastidious customers and gradually expand and cover all over Vietnam

6 Protectability

CREMAREA Trademark will be registered in domestic and foreign markets Besides,CREMAREA will also register for trademark protection associated with the process of bringingproducts to market and promoting products Simultaneously, CREMAREA also vigorouslyfought against trademark infringement

D.SWOT

1 Young and enthusiastic staff

2 Eye-catching logo, trendy colors, easy to

remember

3 Changing product flavors according to

season, giving customers more choices

1 New brands should be inferior in terms

4 Vietnamese brands create closeness to

Vietnamese people

5 The source of raw materials is diverse

because it is a tropical region

diverse

4 Currently there is only one retail store

so the distribution is still low

1 The F&B market is highly appreciated

potential

2 Access to new technology techniques

from abroad

3 More and more customers are young

4 Ice cream is everyone's favorite food

5 As a domestic brand, it has the

advantage of understanding the

regional culture

1 Fierce competition from domestic andforeign competitors in the sameindustry

2 Customers have other healthieralternatives

3 Customers are more demanding inchoosing products of the same type

STRATEGY:

S+O: Focusing on young people, mid-range

and high-end segments in Ho Chi Minh City

S+O: Create trend, attract young people; Nowpromoting Marketing and PR campaigns

E.BrandImage

1 StrengthofBrandAssociations

- Vietnamese brand

- High-quality products

- Diversify products for customers to choose

- Young, enthusiastic and dynamic workforce

- Eye-catching logo, easy to remember

When it comes to CREMAREA Customers immediately remember a high quality product with aVietnamese brand, this has created closeness with Vietnamese customers With an eye-catching,trendy, easy-to-remember logo along with a variety of products, this is the brand's distinctivefeatures CREMAREA This characteristic is also shown through the enthusiasm and dynamism

of the staff CREMAREA All these factors have contributed to a unique image forCREMAREA,helping the brand strengthen the connection with customers

2 FavorabilityofBrandAssociations

- Diversity: There are many different flavors, each flavor is a combination of manydifferent ingredients Besides CREMAREA changing product flavors according to season,helping customers have more choices

- Reasonable price with high quality: Affordable price in line with product quality.CREMAREA targets the mid- to high-end audience, ranging in price from 49,000 VND/

150 grams and 59,000 VND/ 250 grams

- Healthy: Gelato is made from natural fruit and does not use food coloring, the fat content

in Gelato is much less than ice cream (0~8% vs 5~18%), so the taste of Gelato is notgreasy and suitable for consumers who like to eat ice cream but are afraid of gainingweight

- Reliable: Using clean ingredients with clear origin towards a quality product from nature,good for health Raw materials are imported from two famous companies specializing indistributing materials: Tim Corp and Bonjour VietNam Both companies supply icecream ingredients such as Base Powder and Fruit Classic Flavors In addition, Tim Corpprovides additional coatings (Stracciatella-coating) and enhancers to support a bettercreamy texture

3 UniquenessofBrandAssociations

a High Quality

With the brand CREMAREA, product quality will be the soul of the brand Gelato products willsupplement the content of nutrients and vitamins that are good for the body from the source offresh and natural fruit ingredients When eating, you will feel the plasticity and smoothness, likemelting right on the tip of the tongue of Gelato Especially, there is no cold feeling like eating icecream, but instead, the cool taste melts away, mellow

b Good service

CREMAREA also focuses on brand management by people, because people and people treateach other with emotions, that is the most effective way to connect Employees are a face of thebrand, they will be the people who have the closest contact with customers, so let theseemployees build and manage the brand with customers with affection and sincerity Customerscan remember this brand with sincerity and dedicated service attitude

CREMAREA develops more and more flavors, diversifying choices for diners, wishing to bringdelicious and nutritious ice cream, so that each ice cream cup brought to customers is the bestquality gelato

F.POD-POP,BRAND MANTRA

1 BrandMantra

Brand Mantra is defined as the “heart and soul” of a brand When there is a brand mantra, thebrand lives for it with the desire that customers remember the brand the longest, love and remind

the most when thinking of the brand As CREMAREA “ Indulge in Delight” is the brand mantrathat wants to convey the idea of   enjoying a delicious, satisfying food that brings joy andenjoyment to customers It underscores the brand's commitment to using high-quality ingredients,authentic recipes, and unique flavors to create a premium gelato ice cream experience Thewords "infatuation" and "delight" also evoke feelings of luxury and indulgence, wanting todeliver an explosion of both taste and emotion to the customer.

Designing a Brand Mantra

Emotional Modifier Descriptive Modifier Brand Functions

2 PODs

a Unique taste

CREMAREA There are 7 main ice cream flavors and many flavors of seasonal fruit ice creams

b High quality ingredients

CREMAREA using organic, locally sourced or imported ingredients from Italy Ice creamdifference CREMAREA That is the fat content in this cream is completely different from othercreams In which the main ingredient of CREMAREA comes completely from nature and doesnot use food coloring Instead of cream, CREMAREA use whole fresh milk to make ice cream,even skim milk with fat content has been completely removed from milk Therefore, fat content

in ice cream can often reach 10% while In Italian ice cream gelato is only from 0 - 8% So wheneating CREMAREA We will feel the greasy taste of milk but eat it all the time without feelingbored

c Formula of genuine idea

CREMAREA uses the traditional Italian gelato technique and offers flavors that are popular inItaly but not commonly found in other brands To make the ingredients of an ice cream, thetechnique of icing / whipping is one of the important and indispensable steps in making Themixture inside will create air bubbles and they play the role of linking the ingredients together tocreate the ice cream we still eat every day In ice creamCREMAREA The gas content is only 25

- 30% lower than normal ice cream (contains 50%) So when eating CREMAREA, you will feelsofter than regular ice cream

d Storage temperature

The next difference betweenCREMAREA and the other ice cream is the storage temperature.With normal ice cream, the storage temperature is up to -25 degrees Celsius to ensure that the icecream does not melt and is always solid.

While ice creamCREMAREA is left at a warmer temperature to giveCREMAREA in anotherreal gravitational semi-fluid state When eating, it will feel soft like silk, not too hard Andcustomers can enjoy ice creamCREMAREA even on cold winter days

3 POPs

1 Variety of flavors: ice cream brandCREMAREA offers a variety of flavors for you to choosefrom to meet your customers' expectations However the products' taste ofCREMAREA Stillunique and different

2 Texture and Creaminess: CreamCREMAREA known for its rich and rich creamy texture thatgives customers a different experience

3 Authenticity: KemCREMAREA is a genuine brand from Italy

G.SIXBRAND BUILDING BLOCKS

1 Salience

1.1DepthofBrandAwareness

For CREMAREA We create a prominent logo with an easy-to-remember brand name, whenmentioning the brand name, customers will easily recognize the products that we provide Theletter "C" can represent the name of the brand, the rose red color creates a luxurious feeling,gives an impression to customers as well as helps the brand affirm the position and awareness ofcustomers about the brand, can value and quality of the product Rose red also represents thesweetness, attraction and love of the brand for customers, while beige gives a soft feeling, which

is one of the basic colors of gelato

Logo

Sign

Napkin packaging