On my way back from Gujarat last month, I saw Magnum Ice Cream hoardings across Mumbai- starting from (near the end of) the interstate highway. I was wondering why would a premium brand of ice cream take hoarding space in the not so premium areas? What could be their logic?
Deciding to dig deeper behind the marketing team‘s rationale for the outdoor plan, I thought why not write the next post on this brand which has been trying to carve a super exclusive niche for itself in India since its launch. Secondary research has not revealed the logic behind hoardings in the low end areas of the market but it has given a basic idea of the brand and its marketing efforts as follows.
Launched in 1989, Magnum is the first hand held ice cream targeted as a premium ice cream for adults- India.com
Magnum has already been launched in Delhi and we will be continuing to strengthen our footprint going forward, backed by strong consumer activation…….Premium brands of ice cream are fast gaining popularity in India, with firms like HUL, Amul, Mother Dairy, ….. fuelling consumer demand with high-margin and high-priced products- The Economic Times
…..since its launch in India, and even internationally, Magnum has been known for its ‘royalty’ proposition. During the launch, the in-cinema advertising showed a lady biting into a Magnum stick. As soon as she does this, her environment changes, to be filled with people dressed as royalty. The lady herself gets the royal treatment as she continues to relish her Magnum. The same royal treatment was given to unsuspecting shoppers in India- Afaqs
Thus, the above snippets clearly show that Magnum is positioned and priced as a premium ice cream brand. They have relied more on Below-The-Line (BTL), Out Of Home(OOH) and Digital marketing to cement this positioning. BTL and OOH work very well for an impulse category like ice cream. I too would be focusing on BTL, OOH and digital ideas for Magnum Ice Cream’s latest launch- the Choco Cappucino.
If I were marketing @ Magnum Ice Cream…
My TG- Upper middle class and above, all adults.
My Marketing Objective-
- Create the impulse to try the new flavor of Magnum ice cream
- Communicate the ‘Royalty/ Pleasure’ theme of the brand
Sticky Marketing Ideas:
1. Tie-up with CCD/ Barista
The latest flavor is a coffee based flavor AND it is a dessert. So it would be ideal to tie-up with a coffee chain like Cafe Coffee Day or Dunkin Donuts to sell the ice cream bar alongside their other desserts like pastries. And also, at coffee shops, dessert impulses are very strong. Another variation is giving out discount coupons along with each cappuccino sold.
2. Magnum branded Ice Cream Stick Stirrers
At coffee shops and on airlines (they share our TG), with every coffee ordered, instead of the standard stirrers, give a plain wooden ice cream stick (Magnum branded) as a stirrer. The message on the stick could read- Why have only coffee when we have got both chocolate and coffee for you?
3. Magnum Ice Cream branded chocolate/coffee smelling paper napkins
At all the leading malls that stock the brand, hand out Magnum branded chocolate or coffee smelling paper napkins. The message on the napkins- For the drool and the drip, as you get lost in pleasure!! Distribute these at the entrance to the food court or entrance to the movie hall in the mall.
4. Butlers with Magnum Ice Cream
Do a mall activation with a row of butlers. Each butler should carry Magnum Ice Cream in their respective trays. And walk in a single file from the entrance of the mall to the shop aisle where the ice cream bars are stocked. Butlers signify royalty and many butlers walking in a single file will attract attention.
5. Limousine Drive
Take a limo in the city with a larger than life Magnum ice cream 3D standing out from the sun roof. Drive it around the city for atleast 3-4 days, targeting areas where the ice cream bar is available. Alternatively, ride a horse drawn carriage with a uniformed horseman around the city.
Place a chocolate fondue fountain at a modern trade counter like a Reliance Fresh wherein people can buy the Magnum stick and bring it to the fountain to get more chocolate on it, if they wish. Even if people don’t wish to add chocolate to their Magnums, a chocolate fountain never fails to tempt one to indulge. So there is a good chance of non- buyers converting to buyers at the counter.
7. Hourglass with chocolate and coffee
Place a huge hourglass- half filled with melted chocolate and the other half with coffee beans alongside an equally tall 3D of the Magnum Choco Cappucino at high footfall places in the downtown areas of each city. Or create a billboard with a mechanical hourglass which overturns every few minutes.
8. Coffee cups with the Magnum Ice Cream
To everyone who comes to the ice cream counter at the modern trade counter, handout the Magnum ice cream bar in a coffee mug. People proceeding to check out counter carrying coffee cups with sticks will also intrigue others.
9. Home coffee and chocolate recipe app
10. Tiara Giveaway
Give away a tiara with every Magnum bar purchased since you want the person eating it to feel like a princess.
These are some of the innovative marketing ideas for Magnum ice cream. How do you like them?
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