Company Background

American is Favorite Ice Cream was started in 1948 by Earle Swensen at the corner of Union and Hyde in San Francisco atop Russian Hill, and he offering his ice crem as "Good as Father used to make". Besides, he knew he could succeed if he give his customer three things that have never changed: Quality, Quantity and Value for money. Since then, for more than 180 flavours of ice cream have created and enjoyed by both young and old. After that, making Earle Swensen's America's, "Ice Cream Man".

Nowadays, Swensen's become a name of synonymouse with an extraordinary delicious ice cream the world had ever known. Moreover, the chain now includes about over 300 Swensen's ice cream and offering not only ice cream but fun and friendly casual dining with the old-fashioned food, dessert and ice cream cake. They outlets worldwide, including locations in Asia, the Middle East, USA and South America.

Product Strategies

The company, positioning itself as a significant global player in the frozen dessert category, ensure that it stays at the cutting edge of new product development that allows it to quickly take advantage of new trends and patterns in this sector.

The company focus is truly global with mature growth already established in North American, Asia and South America. While continuing to grow the mature markets, they are also planning aggressive expansion in Cental America, the Middle East and Europe.

• Product Lines

Swensen's have two types which offering have evolved through the years, there are the Swensen's restaurant and Swensen's Ice Cream Parlor.

Restaurant

Based on the American soda fountain concept, Swensen's restaurant design incorporates dining areas that feature booth seating attractive Tiffany lamps. The atmosphere is casual and coziness. The menu features full meal options ranging from soups to salad, pasta, backed rice, sourdough sanwiches and burgers, and a rang of main courses including the perennially popular fish and chips.

Ice Cream Parlor

Swensen's is today, expanding into new markets around the world with its distinctive ice cream franchise parlors setting it clearly apart from other premium ice cream concept. Its broad rang of sundaes ice creams, sherbets and toppings is continually expanding through new product development to ensure that Swensen's remains the favorite for future generations.

• Logo

This picture represent as the logo of Swensen's and it always shows the image of reliability in the brand and the logo also is a prominent an identity of business.

• Target Group

Swensen's ice cream have been created and enjoyed in many ages especially, the young and old. Besides, Swensen's has recognized that American is changing the way itself and more folks are becomimg conscious of their diets and changing their lifestyle. While, they developed a whole line of lifestyle products that still give to customers all the delicious taste and they have got a product just for you if you have a special dietary concern such as fat and cholesterol. So, everyone come to expect at Swensen's.

• USP/Positioning

Swensen's is an American casual restaurant concept and maintaining focus on a premium ice cream of many flovours and all presented in creatively is sundaes. Sundaes ice cream is the main and special menu and other popular ice cream creation such as Eartquake, Gold Rush and Coit Tower. While, maintaining focus on ice cream and the menu also includes dishes American style such as soups, salad, pasta and baked rice. Actually, the menu changes frequently are introduces new items all the time.

The dining concept elements of the classic American soda fountain parlor, trendy, modern, contemporary, comfortable and casual ambience with the offer of good value for money meals. In addition, the all day dining concept means that anyone could walk in and order any meal from the wide ranging menu at any time of the day.

• Key Successful Factors

The key successful factor of Swensen's that I have devided up into 6 parts:

1. Swensen's was the first national a premium ice cream parlor of variery flavors and, all presented creatively is sundaes ice cream that is all natural. When you become at Swensen's franchise ice cream and you will become a member of family.

2. Swesen's is an American casual dining restaurant concept elements of the classic American soda fountain parlor, trendy, modern, contemporary and casual ambience.

3. The business was built and continues to give the customers on three things that have never changes: Quality, Quantity and Value for their money.

4. The standards of service and food operations, superior trainning and management.

5. They commitment starts at the top from corporate the officer to master franchise and to store staff. International Franchise Corp acts as the franchise is hand on partner and provides the ingredients for success, the taste, the product, innovation and tranning.

6. The company positioning itself as a significant global player in the frozen dessert category ensure that it stays at the cutting edge of new product development that allows is to quickly take advantage of new trends and patterns.

Promotion Strategies

What are the key promotion strategies of the brand?

The key promotion strategies of Swensen's were the ice cream franchise parlors to serve a premium ice cream in a wide variety of flavours and all presented in creatively designed Sundaes. They used brand awareness, brand image, product positioning, increase sale volumes and support sale promotion, vie TV program, Internet, Billboard and etc.

::::For example of Swensen's Advertising Campaigns::::

This is the cue commercial adevertisement of Swensen's Ice Cream from Thai television commercials presented the rage of ice cream Sundaes is this outlets specialty as a unique selling point. This television adevertisement also promoting ice cream Sundaes at reasonable price and its favorites among the young. Besides, core cmmunicative message or the aims of this campaign are to create brand awareness and support sale promotion campaigns. However, in my view to describe the brand value is fun and an emotional for impace appeal in this Thai television advertisement.

::::For example of special promotions of Swensen's::::

Reflections

Now, I would like to say something about my reflection to the final project. The first, I think this final project has many benefits for me because, I learned a lot how to create the blog and I tried to create it by myself and asking somefriends. The second, making my blog that focusing on the knowledge of Swensen's brand. Actually, I learnd and making a research Swensen's information as much as I could through many websites. Besides, I myself is rather hard to read the information especially analysis the maketing information in the both Thai and English but now I found that Swensen's is the best ice cream that the world had ever known. Thus, Swensen's was the first national ice cream parlor to serve a premium ice cream that is all natural.

The last, thank you so much for having me a chance to work on this great value final project. Especially, we have learned to read and write English interm of business. I strongly believe that, there will be with me now and forever.

Rationale

Welcome to Swensen's Grill and Ice Cream under the slogan "Where Happiness Never Melt". Nowadays, If you appreciate great ice cream and other frozen dessert, and all the good times you associate with the memories and then keep on coming to Swensen's. For the reason why this brand because I'm interested in this brand or this business and we will find they are still delivering the best Quality, Quantity and Value for Money.

In addition, I strongly believe that Swensen's came all over the world and winning the hearts of many delicious ice cream Sundaes in a warm and casual atmosphere. Moreover, I and my family always go to this shop and order at least an Earthquake menu. Also I tried so many ice cream shops at there.

::::Swensen's Light Ice Cream Sexy Ice Cream Banned Commercial::::

Here is an advertisement from Thai ice cream company Swensen's and this advertisement was shown all over national TV in Thailand and Asia. I loved Swensen's ice creams, It is always been my favorite ice cream growing up here in Thailand. This advertisement is an attractive me, so look carefully as the scooper takes a chuk of ice cream out. It leaves a mark on the ice cream in the shape of a naked woman.

My JourNal Week#4

Today I started to learn the issue of blog evolution because “your blog is your brand” and we need consider to the content, the design and the language using become a good. Moreover, I got the in formations and knowledge about product strategy, Philip Kotler, brand promise, brand impact and brand value. You know there are six main processes of product strategy such as R&D, branding, warranty, packaging, service and support. Also in Philip Kotler consists of create customer value, unique selling point and branding. All of them the students should apply the knowledge and mention some information into the blogs. But now as you know my blog is still no more information yet about that. Anyway I will try to create the knowledge and put the information in my blog bit by bit. Next class I have a happy time with our role-play about job interview and I very appreciate your comments by Aj. Gob again.

My JourNal Week#3

Even though the first class in this week was canceled, but now I still hard working, anyway hard working never kills us. Aj.Gob is good lecturer, I like in her lecturer about Maslow's hierarchy of needs a theory in psychology. I thought myself still at physiological and safety needs, and also this theory often represented as pyramid including of five levels:
1. Physiological needs: These include the needs for breathing, water, sex, sleep, clothing and food.
2. Safety needs: Their physical needs relative satisfied consist of protection, security of body, property, financial and etc.
3. Social needs: These involves both giving and receiving and the sense of belonging consist of friendship, family, sexual.
4. Need for Esteem: This involves needs for both self-esteem and for the esteem a person gets from others consist of confidence, respect of others, respect by others and achievement.
5. Needs for Self actualization: A person’s need to be and do that which the person was born to do consist of morality, creativity, problem solving, and acceptance of face.