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

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4 Phạm Quỳnh^Anh Hương

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1. Strength of Brand Associations ... 5

2. Favorability of Brand Associations ... 6

3. Uniqueness of Brand Associations ... 6

F. POD - POP, BRAND MANTRA ... 6

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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 ice cream, even deeper understanding that ice cream is the "creed" of sweet people. CREMAREA is located 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 than regular ice cream. Gelato is made by heating a mixture of ice cream to 85 degrees Celsius and then suddenly reducing the heat to -4 degrees Celsius to pasteurize. After pasteurization, the ice cream 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) the liquid cream solution. to convert to gelato. Compared to regular ice cream, Gelato has no stone texture, 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 fruity flavors 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 2 words, it is “CREMA” and “MAREA”. “CREMA” is ice cream in Italian, in addition to being the way to read the word “CREAM” in English. “AREA” in English means a region or region. If pronounced, the word "MAREA" is the same as "Maria" which is the mother Maria has a central role in the Roman Catholic Church, this is the religion in which 90% of the people in Italy believe. The meaning of the name CREMAREA means an Italian ice cream shop with the main product being delicious Gelato ice cream.

2. Logo

The logo is designed in a simple but luxurious style with the main color being Viva Mageta. The words “CREMAREA” use a simple font, showing the luxury that the brand is aiming for. When using this red-pink background in combination with the cream color of the logo, it creates a highlight 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 for many reasons. The most obvious is that it is made from natural ingredients. From fresh fruits to milk and water, gelato contains ingredients found in nature. Each ingredient in Gelato contributes to its overall nutritional value. It can be seen that Gelato is not only a dessert but more than that. It was a long-term culture and brought value in many ways. Besides, the brand is not only oriented to develop gelato but also in the long run is a dessert for Vietnamese people.

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Cream color of the logo and with the trend color of 2023 VivaMagenta is a perfect combination when the "C" of the logo stands out clearly in the background. Two contrasting colors create visual 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 the brand is aiming for is luxury, this "C" is simply designed to make it easy for customers to remember.

2. Meaningfulness

CREMAREA sells products according to the customer's feelings, the customer can choose the ice cream according to their own feelings. When they feel stressed, lack energy after a long day chasing the deadline and want to recharge and stimulate the brain, they can choose chocolate ice cream flavors such as Cioccolato, Cioccolato Green Tea and Cioccolato Almond. When guests are 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 and happier state. And those who are new to trying something new and different, can try the light sour taste of Burgundy Cherry or the aroma of hazelnuts in Vanilla Hazelnut.

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3. Likability

CREMAREA decided to design the logo according to the luxury orientation that the brand is aiming for. Purpose CREMAREA chose a "C" on the logo so that in the future we can develop other products. In addition, with the main color red VivaMagenta means courage, the desire to live 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 The orientation will develop more ice cream flavors based on seasonal fruits. For example, in the fall and summer from May to July, it is possible to develop more Lychee Hazelnut or Rambutan flavors.

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, so when 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 of Creamy, thick, cool. Next, we will develop the CREMEREA brand in Hanoi capital to conquer fastidious 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 bringing products to market and promoting products. Simultaneously, CREMAREA also vigorously fought against trademark infringement.

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

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4. Vietnamese brands create closeness to Vietnamese people.

5. The source of raw materials is diverse because it is a tropical region.

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 and foreign competitors in the same industry.

2. Customers have other healthier alternatives.

3. Customers are more demanding in choosing products of the same type.

S+O: Focusing on young people, mid-range and high-end segments in Ho Chi Minh City.

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

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 a Vietnamese 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 distinctive features 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.

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2. FavorabilityofBrandAssociations

- Diversity: There are many different flavors, each flavor is a combination of many different 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 not greasy and suitable for consumers who like to eat ice cream but are afraid of gaining weight.

- 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 in distributing materials: Tim Corp and Bonjour VietNam. Both companies supply ice cream ingredients such as Base Powder and Fruit Classic Flavors. In addition, Tim Corp provides additional coatings (Stracciatella-coating) and enhancers to support a better creamy texture.

3. UniquenessofBrandAssociations

a. High Quality

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

b. Good service

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

CREMAREA develops more and more flavors, diversifying choices for diners, wishing to bring delicious and nutritious ice cream, so that each ice cream cup brought to customers is the best quality 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, the brand lives for it with the desire that customers remember the brand the longest, love and remind

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the most when thinking of the brand. As CREMAREA “ Indulge in Delight” is the brand mantra that wants to convey the idea of   enjoying a delicious, satisfying food that brings joy and enjoyment 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. The words "infatuation" and "delight" also evoke feelings of luxury and indulgence, wanting to deliver 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 cream difference CREMAREA That is the fat content in this cream is completely different from other creams. In which the main ingredient of CREMAREA comes completely from nature and does not 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 when eating CREMAREA We will feel the greasy taste of milk but eat it all the time without feeling bored.

c. Formula of genuine idea

CREMAREA uses the traditional Italian gelato technique and offers flavors that are popular in Italy but not commonly found in other brands. To make the ingredients of an ice cream, the technique of icing / whipping is one of the important and indispensable steps in making. The mixture inside will create air bubbles and they play the role of linking the ingredients together to create 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 feel softer than regular ice cream.

d. Storage temperature

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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 ice cream does not melt and is always solid.

While ice creamCREMAREA is left at a warmer temperature to giveCREMAREA in another real gravitational semi-fluid state. When eating, it will feel soft like silk, not too hard. And customers 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 choose from to meet your customers' expectations. However the products' taste ofCREMAREA Still unique and different.

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

3. Authenticity: KemCREMAREA is a genuine brand from Italy

G.SIXBRAND BUILDING BLOCKS 1. Salience

For CREMAREA We create a prominent logo with an easy-to-remember brand name, when mentioning the brand name, customers will easily recognize the products that we provide. The letter "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 of customers about the brand, can value and quality of the product. Rose red also represents the sweetness, attraction and love of the brand for customers, while beige gives a soft feeling, which is one of the basic colors of gelato.

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Logo

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Sign

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Napkin packaging

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Uniform of Staff

1.2Breadthof BrandAwareness

CREMAREA offer different purchase ranges (customers can choose to buy boxes or cones) for example:

● Individual flavors: for customers who prefer certain flavors

● Mix 2 4 different flavors: for customers who like to experience many different flavors

● Set of 2-4 boxes (small and large boxes): desserts for parties

Brand tactic is product personalization.CREMAREA offers a wide range of different box sizes: small 150g, large 250. Small and large box sizes also increase the brand's visibility among different customers with different needs and affordability. different target.

2. BrandPerformance

Raw materials and product quality: Using high quality ingredients to make gelato with unique and delicious taste, meeting customers' expectations.

Brand dynamics: CREMAREA will continuously innovate by introducing new and exciting flavors, and offering limited edition and seasonal options. For example, in festive seasons such as Tet, Halloween We will update product decoration. Besides each fruit season, we will improve the menu, update new flavors to diversify choices for customers. Convenient and enjoyable experience: We offer a comfortable and welcoming environment in our gelato stores,

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