Studiu de Caz Marketing 1 – de la Suc la Înghețată

Cât de important este să fi inovativ?

Să mergi pe drumul galben din lumea lui Oz , întortocheat și plin de peripeții, ca într-un final să ajungi la clientul final care are nevoie de produsul creat de tine.

Hmmm… Tot de ce ai nevoie, este să te rupi de cătușele și chingile putrezite ale monotoniei, clasicului, tipologiilor învechite și să expoleri noul mediu.

Spre exemplu, recenta alianță strategică între Coca-Cola Divizia din America Latină și Arcor a adus pe piață un produs original. Înghețata Fanta (Helado Fanta). Înghețata Fanta are o textură nouă, special dezvoltată de Arcor, care combină printr-o tehnologie inovatoare aplicate în timpul de amestecare a ingredientelor. Apa (care de fapt este sifon) înghețată se combină cu moliciunea cremoasă a îngredientelor, rezultând astfel o nouă textură unică în formă de sticlă de Fanta.
Bățul de înghețată de fapt este o sticlă de Fanta desfășurată pe un singur plan, regăsind pe aceasta micile bule.

Cei de la Arcor au identificat o piață nouă, posibilitatea de a adăuga mărcile Coca-Cola în portofoliul lor a reprezintă o dubla provocare pentru o posibila extindere regională și pentru satisfacerea așteptărilor consumatorilor venind cu ceva nou, unic.
De ce unic? O mare parte din firmele de inghețată au scos arome cu mărci de ciocolată sau sucuri natural. Dar nimeni nu se gandea la o înghețată cu sifon înghețat.
După lansarea pe piață a bomboanelor: Menthoplus Powerade şi Sprite Menthoplus; guma Topline şi acadele Sprite Zero T-Pop, acest produs nou, bazat pe identitatea vizuală Fanta, va fi prezentat printr-o campanie de comunicare care include reclame TV "Congelatorul" şi acţiuni la puncte de vânzare.

Contul este administrat de Ogilvy Argentina, spotul TV a fost realizat prin tehnici de animație 3D, iar comunicarea se învârte în jurul conceptului "Fanta pune toate aroma şi distracția. Arcor aduce magia pentru a le transforma în înghetață ".
Aici găsiți spotul TV http://http//www.frequency.com/video/fanta-helados/333120
Sursă poze: http://ignaciopilotto.wordpress.com/2010/06/05/fanta-arcor-helados/

Eng.

How important is it to be innovative?

To go on the Yellow road in the world of Oz, tortuous and full of adventures, as eventually to reach the final customer product needs created by you.

Hmmm ... all you need is to break the chains and shackles of monotony rotten, classic, old typologies and explore new environment.

For example, the recent strategic alliance between Coca-Cola Latin America Division of Arcor brought on the market an original product. Fanta ice cream (Helado Fanta). Ice cream has a texture slot new, specially developed for Arcor, which combines innovative technology with applied during the mixing of ingredients. Water (which is in fact soda) combined with softness ice cream ingredients, resulting in unique way for a new texture glass shaped slot.
Ice cream stick a bottle of Fanta which is carried on a single plan, found on the small bubbles.
Those from Arcor have identified a new market; the ability to add Coca-Cola brands in their portfolio is a double challenge for a possible regional extender meeting consumer expectations and coming up with something new and unique.
Why unique? A lot of companies have brought ice cream flavored with chocolate or natural juice brand. But nobody thought of a frozen ice cream soda.
After the launch of candy: Menthoplus Powerade and Sprite Menthoplus, gum Topline and lollipops Sprite Zero T-Pop, this new product, corporate identity based on slot, will be presented through a communication campaign including TV commercials "freezer" and action at points of sale.

The account is managed by Ogilvy Argentina, the TV spot was done by 3D animation techniques and communication revolves around the concept of "Fanta put all the flavor and fun. Arcor bring magic to turn them in ice cream."

Here you find TV spot http://www.frequency.com/video/fanta-helados/333120

Gr.

Πόσο σημαντικό είναι να είναι καινοτόμος?

Για να πάτε στο δρόμο στον κόσμο του Οζ κίτρινο, βασανιστικό, γεμάτος περιπέτειες, όπως και τελικά να φθάσει στο τελικό προϊόν στις ανάγκες των πελατών που δημιουργούνται από εσάς.

Χμμμ ... το μόνο που χρειάζεται είναι να σπάσει τις αλυσίδες και τα δεσμά του σάπιου μονοτονία, κλασική, παλιά τυπολογίες και expoleri νέο περιβάλλον.

Για παράδειγμα, η πρόσφατη στρατηγική συμμαχία μεταξύ της Coca-Cola Λατινική Αμερική Διεύθυνση Arcor έφερε στην αγορά ένα πρωτότυπο προϊόν. Fanta παγωτό (Helado Fanta). Το παγωτό έχει μια υφή υποδοχή νέο, ειδικά σχεδιασμένο για την Arcor, η οποία συνδυάζει την καινοτόμα τεχνολογία με εφαρμόζονται κατά την ανάμειξη των συστατικών. Νερό (το οποίο είναι στην πραγματικότητα σόδα) σε συνδυασμό με τα συστατικά κρέμα απαλότητα πάγο, με αποτέλεσμα το μοναδικό δρόμο για μια νέα υφή γυαλιού σε σχήμα υποδοχή.
Παγωτό ραβδί ένα μπουκάλι Fanta που πραγματοποιείται σε ένα ενιαίο σχέδιο, που βρέθηκε στο μικρό φυσαλίδες.
Εκείνοι από την Arcor έχουν προσδιορίσει μια νέα αγορά, τη δυνατότητα να προσθέσετε Coca-Cola Τρία εμπορικά σήματα στο χαρτοφυλάκιό τους είναι μια διπλή πρόκληση για μια πιθανή περιφερειακή προσδοκίες των καταναλωτών extingere συνάντηση και να καταλήξουμε σε κάτι νέο και μοναδικό.
Γιατί το μοναδικό; Πολλές εταιρείες έχουν φέρει παγωτό σοκολατούχο ή αρωματισμένο φυσικό χυμό μάρκας. Αλλά κανείς δεν σκέφτηκε μια παγωμένη σόδα παγωτό.
Μετά την έναρξη της καραμέλας: MenthoplusPowerade και Sprite Menthoplus, των ούλων Topline και γλειφιτζούρια Sprite Zero T-Pop, αυτό το νέο προϊόν, την εταιρική ταυτότητα βασίζεται στην υποδοχή, θα παρουσιαστεί μέσα από μια εκστρατεία επικοινωνίας, όπως τηλεόραση διαφημίσεις "κατάψυξη" και ενέργειες στα σημεία πώλησης.

Ο λογαριασμός διοικείται από Ogilvy Αργεντινή, το τηλεοπτικό σποτ έγινε με 3D animation και τεχνικές επικοινωνίας περιστρέφεται γύρω από την έννοια της «Fanta θέσει όλη τη γεύση και την διασκέδαση. Arcor φέρει μαγεία, ώστε να μετατραπούν σε παγωτό."

Εδώ θα βρείτε τηλεοπτικό σποτ http://www.frequency.com/video/fanta-helados/333120