Report Intro

This report will introduce to you a new retail communication strategy on behalf of the Unilever brand Cornetto. Through thorough primary and secondary research we aim to create an innovative way to engage the consumer before, during and after purchase of a Cornetto ice cream. Whilst demonstrating our understanding of our target market, (16-25 year olds) our intention is to enhance the customer’s shopping experience in order to meet all the demands of our project brief. We will discuss our findings, thought processes and inspirations behind every aspect of our idea with the intention of producing an effective retail experience.
As the Future Laboratory suggests, ‘Stores can no longer expect to function as destinations in their own right, as consumers become more explicit in their demands and more active and demanding in the ways they achieve these.’ Therefore, we seek to set Cornetto apart from other relative products, creating brand loyalty and a nostalgic experience that encourages our consumer to associate the product with a memorable and positive experience. We also aim to take into consideration that Cornetto is looking to market its products as more of a ‘snack’ rather than a ‘go-to’ product in good weather.

- Katie