1. Brand Research Project Sasanun Duangpatra (Toey)

2. Why Swensen’s is number one of Thai ice-cream brand?

3. Introduction Premium high quality of ice-cream brand
The first Swensen's Ice Cream Store was located in San Francisco in and very popular among American people.
Very popular among Thai people

4. 1989’s, the Minor Food Group bought Swensen’s Franchise to open in Thailand.
First Swensen’s shop in Thailand is at Central Lardprao.
Get reputation and become number one of Thai ice-cream brand.
Nowadays, Thailand has more than 275 Swensen’s store in Thailand and has the most store in the world.

5. Competitors in Thailand : Haagen Dazs, Baskin Robbins, iberry
Target Customer : Family, Teenager, General person that has enough salary or a power to buy ice-cream.

6. Brand competitive analysis
Market Analysis
Brand competitive analysis
BRAND
PRODUCT
(Variety of product choices)
28 flavors, 25 toppings
Sundaes, Ice-cream cakes, beverage
Seasonal ice-cream flavors
19 flavors
4 toppings, Ice-cream cup and stick bar
31 flavors
Milkshakes, Sundaes
Ice-cream, Ice-cream cake
20 flavors
Homemade fruit Ice-cream, beverage, bakery
PRICE (Starting price per scoop)
50 bath
130 bath
89 bath
69 bath
PLACE
(Franchise in Thailand)
More than 275 branches
Delivery
26 branches
No delivery
70 branches
17 branches
PROMOTION (Promotional strategies)
- Seasonal ice-cream flavors
- Special menu for the festival
- Television ads
- No television ads
No television ads
PRODUCT = but what make swensens’ outstanding and got a lot of attraction from customer is swensen will make icecream flavours follow the festival or seasonal.
PRICE = For the price, you can see that start price is low which is 50 bath , and this is affordable price for every group of people, which is teenager until elder.
PLACE = Since Swensens has a lot of branches in Thailand which is more than 275 branches, it located at department store ex Central, The mall) , modern trade (ex. Lotus, Big C) Because of Swensens covered many places in Thailand, So it was a place that every people be able to access. Moreover, Swensen also have delivery service. While others is don’t
Haagen Dazs store : super markets, high class shops, high class restaurants.

7. Marketing Survey
Collect the data by do 20 questionnaires, there are 7 questions in the questionnaire.
QUESTION and ANSWER
If you think about the ice-cream shop in Thailand that first letter start with “S” what brand that come into your mind?
- 19 people = Swensen’s
- 1 people = S’free
When you think about ice-cream brand that have red color logo, which shop do you think about?
17 people = Swensen’s
2 people = Haagen Dazs
1 people= Cold stone
I collect the data by let 20 people respond my questionnaire. So, these are my question
- first If you think about the ice-cream shop in Thailand that first letter start with “S” what brand that come into your mind?
When you think about ice-cream brand that have red color logo, which shop do you think about?
Which ice-cream shop comes to your mind when you think about number one ice-cream brand in Thailand?
In this 3 month , which ice-cream shop you went the most?
Is the price of ice-cream involve how you make a decision to buy the ice-cream from each brand?
Compare to other ice-cream brands, why do you prefer Swensen's?

8. Which ice-cream shop comes to your mind when you think about number one ice-cream brand in Thailand?
In this 3 month , which ice-cream shop you went the most?

9. Is the price of ice-cream involve how you make a decision to buy the ice-cream from each brand?
Compare to other ice-cream brands, why do you prefer Swensen's?

11. Brand Focus Swensen’s is a strong brand in Thailand because
Brand Equity
Brand Loyalty
Purchase Behavior : In this 3 month, the ice-cream shop that most of respondents went the most is Swensen’s
More than half of respondents have Swensen’s member card.
Brand Recall
When ask respondents to think about number one ice-cream brand in Thailand = Most of them answered Swensen’s
Brand Identity
Slogan = “Happiness never melts”
Logo = When ask respondent to think about ice-cream brand that have red color logo, most of them answered Swensen’s.
Name = When ask respondent to think about the ice-cream shop in Thailand that first letter start with “S”, most of them answered Swensen’s.

12. Brand Association
Price of ice-cream involve how respondents make a decision to buy the ice-cream from each brand. Since Swensen’s is not expensive, Most customer prefer to buy Swensen’s.
Compare to other ice-cream brands most of respondents prefer Swensen’s because Swensen’s has cheap price/varieties of flavors/varieties of menu/good quality.

13. SWOT Analysis Strengths Weaknesses Opportunities Threats
Going strong in USA since 1948
Offers a lot of flavors
Offers seasonal ice-cream
Shop location is widespread
Has a lot of channel to sell product
Cheap price, high quality
Weaknesses
Offers few low fat ice-cream
Opportunities
Thailand has hot weather, so people usually likes to eat ice-cream.
Some people get bored easily, so people choose Swensen’s because they change their special menu every festival/seasonal.
Threats
A lot of competitors
Healthy trend and diet trend, makes people don’t eat ice-cream
STRENGTHS
this brand is very strong since 1948, it's very popular among American people
Offers a lot of flavors to customer
Offers seasonal ice-cream to customer, for example, in summer, Swensen’s will have mango sticky rice flavors, in valentine festival Swensen's will promote a variety of chocolate flavors, etc.
The shop locate widespread so customer easy to access the shop.
Has a lot channel to sale the product such as sell at the store there are more than 275 branch of Swensen’s in Thailand , or Swensen’s can be order via telephone via website, or delivery service
Lastly, Swensen’s not only sell the product in cheap price but product also have high quality

14. Conclusion
Swensen’s is a brand that going strong in USA since 1948, after it comes to Thailand, Swensen’s is very popular among Thai people and become number one of Thai ice-cream brand because Swensen’s is a strong brand, it use effective brand strategies. The unique thing of Swensen’s is it offers seasonal and festival product to customer.

15. Recommendation
To distribute the products, Swensen’s should put ice-cream display freezer at the convenience store, TOPS supermarket, Maxvalu or at the restaurant as many place as Haagen-Dazs.

16. References http://www.swensens.com http://www.iberryhomemade.com
partner/haagen-daz.html