投稿類別 : 英文寫作類 Undissolvable on the Heated Market: How and Play It Cool 作者 : 潘思瑜 國立武陵高級中學 高三 20 班蔣函儒 國立武陵高級中學 高三 20 班指導老師 : 褚謙吉老師
I. Introduction Undissolvable on the Heated Market: How and Play It Cool A. Researching Motive As international ice cream brands come to Taiwan, the market becomes more and more competitive. However, we see our local brands, such as and using their own way to face this storm and still keep their position in the market. Therefore, we would like to investigate these two MIT ice cream brands, to figure out what exact actions they have taken to transform and upgrade, with the aim of keeping pace with the global fresh brands that have hit our market within these few years. B. Methodology By visiting stores to see what products are being sold currently, reading magazines and periodicals about these two brands, checking websites about what people think and say about these two brands, and doing surveys from 200 people about their ice cream consuming habits, we summed up and sorted out the points we ve discovered through charts. II. Context A. Investigation of and a. Background of History 1. In 1945, after World WarⅡ, Chen A-Zhang and his brothers started their business by selling red bean and green bean popsicles in Taipei. In 1948, the Chens ate the ice cream from the army of the US. They then developed the first MIT ice cream product-the vanilla cup. Back in the 1970s, Taiwan s economy was still growing. Though it wasn t a prosperous time for Taiwan, created the opportunity of eating ice cream for Taiwan people with their low price and the taste in line with that of the Taiwanese. Dominating the ice cream market, had 70% of the market, was one of the 100 ranked enterprises in Taiwan. It was the golden era for. The commercial song was also popular at this time. In the 1990s, the fourth brother of the Chen s family passed away all of a sudden, without any prepare for both the family and the business. Everything fell into chaos. From 1990-1993, international brands dumped into the market, and other local brands were doing all they could to take part in the competitive market. But was on the verge of collapsing. But, in 1997, the traditional brand transformed. The Red Bean Jelly Ice Cream Bar hit the market. invited the famous Taiwanese director Wu Nien-Chen as the spokesperson., this traditional brand of memory took back the first place in the market 1
Undissolvable on the Heated Market: How and Play It Cool once again. From 2009 to 2012, was the top ranked for Management Magazine s Consumers Ideal Brand for Ice Cream four years in a row. Till now, is over 60 years old already. It s the oldest brand established in Taiwan. 2. is one of the brands under Nan Chao Company. Nan Chao Company originally produced soaps, and it was one of the conventional industries in Taiwan. 1988, a cooperation with a milk company from Hong Kong gave birth to. is now the NO.1 brand in ice cream marketing in Taiwan. Though it is not the oldest brand, it still occupies about 38% of market share. b. Products of Variety 1. Vanilla Cup Ice Cream NT$10 NT$10 s Vanilla Cup Ice Cream was the first MIT ice cream in Taiwan s market. It best symbolizes the origin of Taiwan s ice cream. Although has come up with new flavors such as chocolate, melon and Swiss chocolate flavored cup ice cream, nothing can replace this traditional and simple vanilla taste in Taiwanese people s memory and hearts. Its packaging and small wooden spoon used are also irreplaceable elements of this everlasting welcomed product. That s the reason why, this latter and younger Taiwanese ice cream brand released this vanilla cup as well. 2. Ice Cream Cone -Dasheng Roll Ice Cream (The first ice cream cone in Taiwan) NT$18 -Cone (Different flavors with innovation) NT$20-30 2
Undissolvable on the Heated Market: How and Play It Cool Vanilla vanilla ice cream + chocolate sauce Deluxe Ice Cream Cone Chocolate chocolate ice cream + chocolate sauce Double Chocolate Cone While the first ice cream cone in Taiwan was also established by, learns to incorporate novelties into its products. The products mentioned above share similarities in their flavors, but uses a different kind of crispy cone and adds peanut crisps on the top, improving the taste by building enrichment of taste. Moreover, it develops new flavors: Premium Cone chocolate caramel ice cream + peanut crisps (latest: launched in 2005) O black Cone Mocha ice cream + Ireland Whisky raisins + chocolate cream + chocolate crisps+ chocolate cone 3. Ice Cream Buckets NT$69 NT$69 NT$150 NT$150 1L 3
Undissolvable on the Heated Market: How and Play It Cool Household Special Super Low-Fat While chooses the most common flavors to produce its household ice cream buckets, we see not only brings about a basic class (Special) and a higher grade (Super) of ice cream buckets, but also establishes the low-fat ones to meet the recent consumers needs- to enjoy sweets but avoid gaining too much weight. brings this concept which has already been prevalent in Italy and other European countries back to Taiwan. What s more about ice cream buckets are the 3G ones that can be found in restaurants. As all-you-can-eat restaurants become more and more popular in Taiwan, an increasing number of people choose restaurants according to the ice cream brands the restaurant offers. These two brands aren t left behind as well. Both brands have various flavors to fight for a place in the market. Amusement parks, fairs etc, all are markets of these buckets of ice cream. 4. Pies/Ice Cream Bars Another important type of ice cream products are the Ice Cream Bars, also being named as Pies. As mentioned, the Red Bean Jelly Ice Cream Bars helped stood out in the market in 1997., as normal, has more variety in traditional products. It owns up to 9 flavors whereas only has half of that number. The chart below is some special feature of s traditional ice cream bars. Consists of Taiwan s Local Ingredients Cooperates with the Matsu temple in Changhua, develops a unique Protection from god ice cream product, only sold there Crystal Sugar Taro Chunks Ice Cream Bar Plum Ice Bar Longan Red Bean Ice Cream Bar QQ Tea Latte Ice Cream Bar-Sun Moon Lake Assam Black Tea Longan Red Bean Milk Ice Cream Bar puts focus on its Crunch products. s Crunch Pies plus their Super Crunch are 10 flavors in total. On the other hand, we see struggling with 3 simple flavors in their new product-purple Pies. 4
Undissolvable on the Heated Market: How and Play It Cool Purple Pies Crunch Pies Super Crunch 25NT dollars 30NT dollars 45NT dollars 1)Chocolate pie with Vanilla Ice Cream 2)Chocolate pie with Mango Ice Cream 3)Chocolate Pie with Peanut Ice Cream 1)Caramel Macchiato 2)Hazelnut Latte 3)Cappuccino 4)Strawberry 5)Chocolate 6)Chocolate with Rose-Salted Caramel 1)Coffee Rum Raisin 2)Royal Berries 3)Rocking Orange Chocolate with Run Raisin 4)Brandied Black Berry 5. A trend These two local brands are also trying to get connected with the world trend. uses high-class ingredients to manufacture its Omini series. makes itself a bit Italian. Omini (90g) 69NT dollars Di Trevi Gelato (3L) 1500NT dollars 1)Omini Classic Vanilla Ice Cream: Uses imported natural vanilla 2)Omini Rum Raisin Ice Cream: Using grapes from California, USA combined with Brandy, Rum and Gin 3)Omini Tropical Mango Ice Cream: Uses mangos from Tainan Puts emphasizes on: 1)Using fresh fruit 2)Low-fat 3)Solid and smooth 4)Attractive packaging (10 flavors) 6. It s all about Taiwan. 5
Undissolvable on the Heated Market: How and Play It Cool We stated that has always been trying to get rooted to our homeland while kept on thinking of something new, something different. But now, here s Formosa, a series of s products launched in 2012 which comprise Taiwan s local ingredients in their products and be creative at the same time. For instance, mangoes and pineapples from Tainan, taroes from Taichung, and Wasabi from A Lee Mountain combined with chocolate Moreover, the packaging of these products is pictures of Taiwanese local farmers, who are small people but truly represent Taiwan. It costs 25 NT dollars per cup. 7. Marketing of Innovation Definition of the brand Advertising promotion Sales promotion Sales channels is the first and the longest-running brand of ice cream in Taiwan so far. It s now trying to promote the old brand to the international level. 1) TV commercials: The theme song of ice cream in 1970 s is well known by many people. 2) Advertising style: Local, conventional 3)Through the Internet: A. Set up official website. B. Set up a fan club on Facebook 1) Cooperate with many supermarkets and restaurants. 1) Wholesale markets and supermarkets 2) Convenient stores 3) Cooperate with restaurants 6 With the features: Energetic, smart, innovative, devotes itself to creating a variety of ice cream flavors. 1)TV commercials: A series of commercials about s products. 2)Advertising style: Campus life, youth, fashion 3)Through the Internet: A. Set up official website. B. Set up a fan club on Facebook 1) Cool Coins : A kind of long-term marketing promotion. 2) Making short-term marketing promotion on new product of every season. 1) Wholesale market and supermarket 2) Convenient stores 3) Online shopping service 4) Cooperate with restaurants and
Undissolvable on the Heated Market: How and Play It Cool groceries Product features 1) Classic: Vanilla ice cream 2) improved some of the products packaging to a higher quality in 2008. 1) Up to 9 kinds of ice cream, more than 10 kinds of flavors. 2) Fashionable product packaging 3) Using of Taiwanese fruit, in order to promote Taiwanese agriculture. 4) Emphasize on natural and low-fat ice cream. is a fashionable and innovative brand which produces new products, new flavors, new packaging very often while ice cream puts more effort on conserving the original attributes of the brand and its classic ice cream. Although also tries to improve the old brand to a modern one, it achieves less than. Why? First, intends to promote their products through TV and social network, for example, Facebook. posts new information of new products onto its fan club frequently, however, sparsely manage its fan club, we can only see little information of on Facebook. That s why gets about 20,400 fans while only gets 4,500. Secondly, made more TV commercials and product promotion activities to elevate its visibility while s classic theme song is only known within the people aged 30~40 but not the young generation. B. Questionnaire and Analysis Gender Age The study samples of this questionnaire are consumers from Taoyuan. We delivered 200 questionnaires and 185 of which are valid. 52 % 48 % Male Femal e 16% 10% 14% 18% 42% 10~20 21~30 31~40 41~50 51~ 16% 9% 12% Monthly Income ~30000NT$ 30001~40000 NT$ 63% 40001~50000 NT$ 50001~ NT$ 1. Which of the following ice cream brands do you usually purchase? ranks the first with 29%, followed by with 27% according to the chart. We can also see traditional Taiwanese ice cream owning a great percentage. After all these 7 Traditional Taiwanese Ice Cream 15% 27% Haagen- Dazs 14% 29% Coldstone 2% Movenpick 1% Meiji 12%
Undissolvable on the Heated Market: How and Play It Cool Taiwanese brands are those international brands: Haagen-Dazs, Meiji, Coldstone and Movenpick. In the chart below, we can tell the percentage of each age group when choosing and. Almost about half of the surveyors of the older ages choose, while we see a low percentage of their choice in. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 10~20 21~30 31~40 41~50 51~ 2. What affects you when choosing which ice cream brand to purchase? From the chart, we can tell consumers are mostly concerned about the price and the taste of the products. It may be due to the age of the surveyors who are mostly 10~20 years old. Furthermore, quality, sales channels and promotions are apparently the incentives. stands out in its variety of products and its special flavors. 36% 27% 30% 21.00% 16.00% 5.00% 8.00% 12% 8.00% 10.00% 1% 1% 0% 0% 0% 1% 12% 0% 1% 7% 3% 0% 1% 0% 3. What products do you usually purchase? s inventions, Crunch Pies and cones do take a big part of the pie, while s largely 8
consists of its vanilla cup. Undissolvable on the Heated Market: How and Play It Cool Italian Gelato 4% vanilla cup 5% ice bar 15% bucket 23% 4. Where do you make your merchandises? Formosa 1% Crunch Pie 27% cone 25% Omini 2% bucket 14% cone 8% ice bar 14% vanilla cup 62% Both brands are majorly bought in convenient stores, wholesale markets such as Carefour as well as supermarkets. Some differences are that are mostly bought in traditional grocery stores while can be seen in restaurants more often. However, 0% of the surveyors stated their purchasing channel though the two brands on line stores. 23% 34% 34% 33% 33% 26% 1% 7% 9% 0% 0% 0% III. Conclusion A. Products For it being the oldest in the market, it keeps on the spirit of presenting the history and tradition of Taiwan. Unlike, it has little variation and innovation in its products. Nevertheless, Taiwanese consumers still are drawn by this brand, a brand of memory. Its status is no doubt irreplaceable no matter how many brands are out there. As a youngster when compared with, truly shows its young and cheerful soul with its new and cool products every once in a while. At the same time, we also see it devoting itself to this land. Hence, competing with those international brands, there s no way this young soul with a Taiwan heart would be left behind. B. Marketing 9
Undissolvable on the Heated Market: How and Play It Cool Its website has just renewed, it has expanded Being young, it also has a variety of ways in itself to several overseas countries, but few marketing. Yet, those promotions are rarely and know about its advertising. Though has scarcely being heard of or known. its advantage in owning a longer history and a should as well make more efforts to let it be stronger connection with Taiwan, it should find seen to shine brighter in the market because out new ways to promote itself in the market. there will be more and more international brands out there being creative and novel. IV. References 林惠君 (1995) 小美破冰重出 1995 年 8 月號 遠見雜誌 第 110 期吳昭怡 (2007) 杜老爺, 愈貴愈暢銷的祕密天下雜誌 377 期 2007/08/01 余美惠 (2009) 艷陽天, 怎能沒有冰淇淋 Smart 智富月刊第 130 期 2009/05/27 楊淑閔 (2008) 打造新品牌小美冰淇淋整裝待發 中央社,2008/03/28 Euromonitor International- Ice Cream in Taiwan Retrieved April 2, 2013 from: http://www.euromonitor.com/ice-cream-in-taiwan/report Official Website Retrieved March 28, 2013 from: http://www.shaomei.com.tw Official Website Retrieved March 28, 2013 from: http://www.duroyal.com.tw 10