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YouTube URL: http://www.youtube.com/watch?v=Tfj7PiMOFWs The video provides a lot of information about these products and why they cost more than regular pints of ice cream -
YouTube URL: http://www.youtube.com/watch?v=Tfj7PiMOFWs
The video provides a lot of information about these products and why they cost more than regular pints of ice cream - but also why it might be a challenge to get consumers to pay premium prices.
Think about what might motivate someone to buy an ultra-premium $8-12 pint of ice cream. Using concepts from this video, answer the following questions:
- If you were a marketer for one of these products, who would you choose as your target market and why?
- How might you motivate consumers and why? In other words, discuss what "motive" you would focus on as a way of getting consumers to spend this amount on a pint of ice-cream.
- Develop and discuss a tagline, or slogan, you would use to communicate this "motivation" to your target market.
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