Brand : MeriiBoy
Company : Cousin's Group
Brand Analysis Count : 524
Company : Cousin's Group
Brand Analysis Count : 524
MeriiBoy is a build from my domicile acre Kerala. The build is an interesting marketing floor because it virtually changed the perception nigh ice-creams inwards the consumer's hear to a for certain extent. The build was created inwards 2003 every bit a business office of the diversification of the raise grouping which was inwards the plastic moulding business.
MeriiBoy is interesting because it is on a trouble of educating the consumers nigh " real" ice-cream. The build is positioned on the fact that it is made of pure milk as well as so it is THE ice- cream. Most of the brands that is perceived to live ice-creams are " Frozen Desserts ".
So what is the divergence betwixt Frozen Dessert as well as Ice Cream.
According to Prevention of Food Adulteration Rule 1955 , Ice-cream is a production which contains non less than 10% of milk fatty piece Frozen Dessert contains vegetable fatty ( source Business Line)
Many so called ice-cream brands are selling frozen desserts inwards the pretext of ice-creams because of the perception factor. No frozen dessert brands accept advertised themselves every bit a business office of the frozen dessert category as well as played on the consumer's inclusion of frozen desserts every bit a business office of the ice-cream category. And till brands similar MeriiBoy began to advertise the divergence betwixt the ice-creams as well as frozen desserts, consumers were non much bothered since these tasted quite similar .
What Meriiboy has done was to run campaigns non alone highlighting the divergence betwixt these 2 products as well as every bit good subtly hinting that frozen desserts are less salubrious than ice-creams since it contains vegetable fossil oil (fat). Many frozen dessert's marketers has since as well as so objected to this pitch alongside complaints to ASCI.
However, the drive has created lot of buzz inwards the consumer's mind. MeriiBoy succeeded inwards creating a infinite inwards the consumer's hear every bit a build which is " real" ice-cream . Ofcourse brands similar Amul every bit good was inwards the fore-front inwards creating the perception of " existent ice-cream" . Infact Amul ice-cream's tagline itself is " Real Milk, Real Ice-cream". But inwards price of part of voice, MeriiBoy has been quite song nigh the claim of beingness a existent ice-cream.
Will this strategy travel inwards the long term ?
Having the positioning of " existent ice-cream " is a credible proffer directly since non many brands directly tin claim that positioning. The trouble is to convert the awareness generated past times the campaigns to existent sales. This tin live done alone alongside a potent distribution back-end. Now although MeriiBoy has a presence inwards major shopping centres, it has non been able to built potent dealer network inwards the state. Given a alternative betwixt a frozen dessert as well as ice-cream, my hunch is that consumers volition prefer an ice-cream. But the build ought to live available to laissez passer that choice. That is non an tardily trouble for a small-scale build similar MeriiBoy.
