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:

1. If you were a marketer for one of these products, who would you choose as your target market and why?
2. 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.
3. Develop and discuss a tagline, or slogan, you would use to communicate this "motivation" to your target market.