Reflection

The first time when I learning in Eng-380 that I would to say “Why did it hard to understand? I don’t know in term of business. Next time, I learn more and more so I can understand about it. Moreover, I don’t know which blogspot.com but I ever known from my friend that it was easy to understand but we should to pay full attention about it. I can learn about Swensens product. I knew about their product strategy and promotion strategy. It’s very difficult t understand but I learn more and more that it made me understand now. I was so proud with my blog because it made me have a new website to go on in internet. I was happy about my blog.
Finally, I would to say “THANK YOU” my boss “AJ.GOB” she was extremely professional. You made me happy to learning every time.

Unique Selling Point / Positioning

Swensen’s Unique Selling Point

Swensen’s is an America casual restaurant concept and maintaining focus on a premium ice cream of many flavors and all presented in creatively is Sundae. Early Swensens gave his customer three things quality, quality and value for their money. The standard of product made swensens popular in the market. Everything was a quality too. It made swensens successful in this day.

Promotion Strategy

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

For example
Toy’s r Us Swensen’s Promotion
Summary: Swensen’s is happy to offer holders of Toys ‘R’ Us Star card, the following:

•Buy one meal get 2nd one (of equal or lesser value) at 50% (dine-in only)

•Enjoy 10% discount on purchase of any Swensen’s ice-cream cake.
Terms & Conditions:

•Only valid by presenting ORIGINAL Toys R Us STAR Card prior to payment is made.

•Offers valid from 1st July till 31st Dec 2010.

•Offers are not applicable to promotions, vouchers and premiums.

•Offers only valid at Swensen’s outlet at Klang Valley.

Swensen's Product Strategy

Swensen’s is leading of ice cream market premium. Swensens expand sector strategies continue to protect market share 90% in premium ice cream 2 billion baht. Next year, they have a plan to battle that expands to the oversea. Swensens want to offensive line that open at local and expand ice cream to home. In 2007, Swensens premium from America was very movement so much in the market. So, Swensens want to grow in the new markets too. Swensens have a colorful atmosphere to look like modern style. However, Swensens focus on strategy under 4 ways.

1.They developing innovation product that try to create color theme to the customer. It made alternative to eat ice cream to customers. They have a new product at new seasonal menu 3-4 to 2 months.

2.The shop was designed by modern style. The guidelines for developing new fields under concept of lifestyle. For example, Swensen’s Ice cream shop at Siam Square has a good atmosphere and tries to develop new products. They use a concept from United States and Europe to adapt to Thai customers.

3.The appropriate price that is “Fifty-Nine” price per cup for stimulate the sale.

4.The service with strong staff to be in line with the target group that they were different. Each on of Swensens has an identity in oneself.

Successful Factors of Swensens

Key success of Swensens’

-High quality
Swensens has high quality in term of taste and service mind. Although, we live wherever that we can taste in the same flavor.

-Old and premium brand
Swensens was opened since 1948 in San Francisco. Early Swensen gave his customer three things that have quality, quality and Value for their money.

-Good Management System
The standards of service and food operation, superior training and management.

-Various Flavors
Swensens have various flavors and all presented creatively is sundae ice cream that is all natural.

-Well take care
When you become at Swensens franchise ice cream and you will become a member of family. Every season, Swensens will have a celebration to the customer.

Swensen's Brand Value

In term of brand Values of Swensens, there are many words to say such as premium, fun, quality, happy time, emotion, good staff and value for money.

Swensen’s Logo

Swensen’s logo come from a name of Earle Swensen who was established Swensens’ Brand. Earle Swensen offering his ice cream as “Good as Father Used to Make” He realize that Swensens today, be a name synonymous with extraordinary delicious ice cream the world had ever known. Moreover, Swensens’ Brand has a slogan that is “Happiness never melts”. It’s extremely genuine that everybody can touch it.

Swensen's Product line

Swensens divides product line into 2 main lines; there are restaurant and parlour.

1.Restaurant

-Appetizer: French Fries, Dinner Salad, Popcorn Chicken & Fries, Fried Zucchini, Onion Rings and Soup Cup or Bowl

-Gourmet Salad: Crispy Chicken Salad, Cobb Salad, Chicken Caesar Salad, Chicken Fiesta Salad, Chef Salad and Fiesta Salad

-Gourmet burgers: The Original, Old Fashioned Cheeseburger, Sourdough Cheeseburger, Bacon Cheeseburger, Gourmet Burger, Bbq Burger, Pizza Burger, Patty Melt and California Patty Melt

-Crispy Chicken Sandwiches: Buffalo Chicken, Crispy Chicken, Chicken and Green Chiles, and Chicken, Swiss and Bacon

-Mega melts: Barbary Coast, The Forty Niner, The Mother lode, Turkey Avocado Melt and The EI Dorado

-Specialty Sandwiches: Egg Salad Sandwich, Tuna Melt, BLT, French Dip, Tuna Salad, Grilled Cheese Sandwich, Turkey Club, The Ultimate Veggie Sandwich and Ham Club

-Beverages: Super Salads, Milkshake, Malted Milkshake, Root Beer Float, Tea (hot or iced), Hot Chocolate, Milk/Chocolate Milk and Soft Drinks

2. Parlour- Scoops: Rock at Heart, Wind at Heart, Strawberry Cheese Cake Vanilla etc.

-Toppings: Chocolate, Fan Wafer, Pineapple, Blueberry, Whipped Cream, Chocolate Chip, Cherry and Strawberry

-Chocolate Fantasy: Sticky Chewy, Chocolate Crunch, Twix Twister, Mars &Me and Snick A-Choc

-Cable Parfaits: Coif Tower, Chocolate Ring-A-Ding, Strawberry Stripes and Red, White & Blueberries

-Outrageous Sundaes: Strawberries, Bananas & Cream, Hot Fudge Bonanza Split, Gold Rush and Banana Split

-Mega Sundaes: Topless5, Fondue For2, Chocolate Fondue, The Hurricane, The Earth Quake and Chocolate Earth Quake

-Supper Sundaes: Strawberry Sundae, Pineapple Sundae, Blueberry Sundae, Hot Fudge Sunday and Chocolate Sundae

-Skin’n Freezin: Root Beer Float, Milk Shake, Malted milk Shake, Strawberry & Banana Smoothie

Swensens' Target Group

There are many targets group of Swensens but I focus on 3 groups.

Family
This group has a high of purchasing. The most that they come to Swensens house on Vacation Day. We knew that they want to happy with family time so Swensens have a various choice for them. It’s also good environment too. Today, Swensens try to please this group by expanding to a hypermarket for increase a customer.

Teenager
Teenager group is important of Swensens house. Sometime, they came together as a large group. Teenagers group, who like absolutely to eat ice cream so Swensens has often a new favor to them.

General person
The group of customer is general person that they have a power to buy. They will indefinitely change the taste of ice cream.

Company Background

The first Swensen's Ice Cream was located in San Francisco in 1948. The first shop at the corner of Union and Hyde Streets. Earle Swensen who was established this brand. The style of Swensens is good old fashioned trial. Earle Swensens developed everythings to a perfect for a customers would get the maximum taste. He develop more than 150 flavors. The motto of him is "Good as Father Used To Make". The original was sold only ice-cream but later Swensens's franchisees add a various types of food. Such as, Sandwiches and Hamburgers. Today,the chain was about 300 franchise outlet worldwide that including Asia, the middle East, the United States and South America.

Swensens's Thailand was the Minor Food Group. Today, Swensens's has been more than 200 ice-cream shop in Thailand. We hope that they too can share in the sucess of Swensens.

Rationale : Why this brand ?

Why this brand ?? "Happiness never melt " I am interested on this brand. Hence,I chose Swensens to study on their company. Since, I was a young, I love to eat ice-cream so much. This brand is very popular and well-known around the world. Firstly, I think that it was very high price when I tasted it but it's very value for their money. Secondly, I would like to known why Swensens so popular in the ice-cream market. I searched a data about its and I known that Swensens have a good process that they enlarge the branches by franchise. It become successful so much. Finally,I think that Swensens is a brand of good-tasty and happy time. Swensens have various ice-cream for the customer. Every season that you can enjoy with Swensen's.

The letter of invitation for professional comments

Dear all of my lovely bussiness partners,

I'm a manager of swensens company limited in Thailand. First of all, I would like to say "Welcome and Thank you " for all of your kindness. Now,Swensens have many branches around the world. Inside, concept of happiness never melt. Importantly, Thailand have the most branches in the world too. Hence, we would like to invitation all of you to joy with a happy time with us. Those successful will be accomplishment because all of your kindness. Please feel free to give us about commentary. Hence, we will developing our product to the best for you.

Your sincerely,
Miss.Nutchanat Molee

Manager of Swensens's brand

journal 6

On 29 June,2010, we began class with business grammar. In term of the business, we couldn't say everythings that we studied. Sometime, it's very hard to understand what the real needed of customer. AJ.Gob told us that the businessman liked diplomatic so we should solve all of the problems. After that, we looked together with the essential part of midterm. In part of what was business ?, careers in business, the four P's and about the detail of our product.

In addition, we had a role-play about business. My group had about film company. I was a director that I was a man. I was very enjoy with them and tried to act and speak for the best. After that, we took many photos together. It was the happy time !!

journal 5

This day, it was the beginning with serious thing because we knew that there will be midterm exam at July 8,2010. AJ.Gob told us about the polite writting on e-mail. I realized too. Properness is very important in every cultures. After that, AJ. Gob told the point of job-interview on last week. My group got 8.5 points. I was very proud of it. The best was Champ's group. I was very pleasure with them. Next time, she told us about presentation tips that we didn't need to be good at acting. I loved to have the acting so much. Fianlly, I studied about the principle of design.

journal 4

If you nail positioning and targeting, the rest falls into place. ( Philips Kotler)
Oh !! So far so good ^^ This week, I studied in term of brand and product. I didn't have a knowledge of term before. I tried to make understanding more. What was the positioning ?

What was product strategy ? Ohh !! Now,it's very difficult for me but AJ.Gob could explain clearly.

Morever, we had a group work that was job interview. We were enjoying with lux 666. My group wanted a new actress that had full-of qualities of our company. I was a Ple and other one were Hoi and Willy. I thought, we should have a confidence in oneself to be easy to get a one job.

" What did I learn from the Victoriassecretcom ? "

In the present, technology has an important part of life. I thought the best example was "Victoriassecret". I learned the wonderful of web launch that it could make the new marketing in the global.Victoria's secret became a leader in online innovation. They tried to bring a new IT for customers who had a limited of a time. Wonderful !! Victoriassecret was successful on the internet channels for advertisement product. That were internet banner ads, T.V. and newspaper. For me, I was interesting in many products of them such as bars, shoes and swimsuit. It's very cool on this product.

journal 3

WoW !! This week began with exciting time because AJ.Gob shew us with many blogs that were different. In this case they had with one of us that three gangs. It made me to be proud and had a good spirit trying to do the best. After that AJ. Gob told us about required sections such as retional, company background, product strategy, promotion strategy and reflections. They were very important things for adding in my blog. Those information could help me to well understand about business. Every class, AJ. Gob would give good-ideas for stuents that I liked them so much.

Journal 2

This week in class AJ.Gob lead to the lesson. There were many students in class. I felt excited because I thought this was the last time of us to learn together. Everybody sat like the circle that it made us to feel warm to learn. I thought AJ.Gob had a funny way to teach children. For example AJ.Gob told us to count 1 to 7 after that divided for working together. It was the interesting way for learning for me because It made me working with different friends for the lesson. AJ.Gob asked us "What was really in woman's bags" It seem easy to answer but it was hard to answe too. For me, I thought the really in woman's bags was necessary things because I could take everything for my comfortable. AJ.Gob gave the answer that those were social image, social position, social class, self-image and social needs. Finally I need try to make understanding about all. It's the funny time of this subject. This class made me open the world wide. I will pay full-attention for the better life.

Journal 1

This was the first time for me to study with AJ.Gob but I ever saw her before . I can touch she was very warm . I knew that she was very kind, easy and cheerful. I decided to study Eng-380 because I would to study about this subject in business and I liked to learn with her. I had the little bit knowledge about business so I was very afraid to learn this subject. But, the first class when I studied with her it made me sure to study this subject. AJ.Gob made me confident to speak and enjoy with classmate. This subject was about business so it made me more knowledge although I don't have the skillful before but I will try to develop oneself to be better. I promise I will pay full attention and bring knowledge from this subject for using in daily life later.