{"id":237610,"date":"2018-02-20T23:50:30","date_gmt":"2018-02-20T23:50:30","guid":{"rendered":"https:\/\/writemyessayfree.com\/case-study-exercisethe-rise-of-gelato-and-gelato-messina"},"modified":"2018-10-24T09:02:22","modified_gmt":"2018-10-24T09:02:22","slug":"case-study-exercisethe-rise-of-gelato-and-gelato-messina","status":"publish","type":"post","link":"https:\/\/www.benedictsol.com\/blogs\/case-study-exercisethe-rise-of-gelato-and-gelato-messina\/","title":{"rendered":"Case Study Exercise\/The Rise of Gelato and Gelato Messina"},"content":{"rendered":"<p>MPK732 \u2013 Marketing Management Case Study, Trimester One, 2016<br \/>\n1<br \/>\nThe Rise of Gelato and Gelato Messina<br \/>\nCompiled by Dr Nichola Robertson, Deakin University<br \/>\nAdapted materials from Business Review Weekly and other sources<br \/>\nIndustry background<br \/>\nNo matter the season or region, there\u2019s one Italian dessert that never fails to<br \/>\nplease: gelato. After staying in the cold shadows of ice cream for years, gelato<br \/>\nhas finally come into its own. The international market for gelato is on the rise,<br \/>\nwith global players, such as Nestle and Unilever pushing their gelato brands in<br \/>\norder to capitalise on the hot consumer interest in this frozen treat. See, for<br \/>\nexample, the following advertisements for Unilever\u2019s gelato brand, Breyers and<br \/>\nNestle-owned Haagen-Dazs gelato:<br \/>\n<iframe loading=\"lazy\" title=\"Breyers Gelato Ice Cream.Not for Kids.Werbung.Funny Commercial.\u0420\u0435\u043a\u043b\u0430\u043c\u0430.anuncio de televisi\u00f3n.\u96fb\u8996\u5ee3\u544a.\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/UkKF0Bfmv2s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\nhttps:\/\/www.youtube.com\/watch?v=ov3G0oC798E<br \/>\nNiche operators that provide premium gourmet gelato products have also been<br \/>\nextremely successful over the past five years (IBIS, 2015). While supermarkets<br \/>\nand grocery stores are a strong source of sales of gelato, the marketplace is also<br \/>\nincreasingly crowded with gelaterias (gelato shops). In Australia, you can usually<br \/>\nspot the gelateria from the queue that winds down the pavement in front.<br \/>\nGelato, meaning &#8220;ice\u201d in Italian, is an Italian-style ice cream made with an<br \/>\nendless variety of intense flavors not typically found in ice cream or frozen yogurt.<br \/>\nAlthough gelato is most often compared to ice cream, gelato is a lot creamier,<br \/>\ndenser and thicker by the way it\u2019s made. It\u2019s whipped at a lower speed, which<br \/>\nmeans less air goes into it as opposed to ice cream, and traditionally involves a<br \/>\nlot of egg yolk, rather than cream.<br \/>\nMPK732 \u2013 Marketing Management Case Study, Trimester One, 2016<br \/>\n2<br \/>\nConsumer behaviour<br \/>\nThe popularity of gelato with consumers can be attributed to several factors.<br \/>\nFirst, it is a healthier option than ice cream, with half of the fat content. Second, it<br \/>\nalso fits with consumers\u2019 desire for things that are handmade and artisan.<br \/>\nConsumers want an authentic experience and are also looking for permission to<br \/>\nindulge. Finally, consumer mobility means, \u201cmore and more people are traveling<br \/>\ninternationally. They are getting exposure to these delicious treats,\u201d said Nick<br \/>\nSoukas, director of ice cream at Unilever. \u201cThey come back home, and they are<br \/>\nlooking for that similar experience.\u201d<br \/>\nConsumers are becoming more sophisticated in what they look for in a good<br \/>\nquality gelato. For far too long people have been served gelato with artificial<br \/>\nflavours and colouring, but now discerning gelato consumers focus on real<br \/>\nseasonal ingredients, a quality product, and time and care in the production of<br \/>\ntheir favourite scoops.<br \/>\nGood quality gelato tells a story. For example, according to Cady Behles,<br \/>\nHaagen-Dazs brand manager, \u201cLeisurely strolls through the piazza at dusk, an<br \/>\nappreciation of centuries-old craftsmanship and a love of food that borders on<br \/>\nobsession, these are the essential Italian moments we had in mind when creating<br \/>\nHaagen-Dazs Gelato.\u201d<br \/>\nFor more on gelato making and marketing generally, please watch the following<br \/>\nYouTube clip, Gelato University Bologna:<br \/>\n<iframe loading=\"lazy\" title=\"GELATO UNIVERSITY BOLOGNA\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/OlTKmfdlNtI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\nMPK732 \u2013 Marketing Management Case Study, Trimester One, 2016<br \/>\n3<br \/>\nCompany exemplar: Gelato Messina<br \/>\nIt\u2019s Thursday night and about 80 people are queuing along Victoria Street in<br \/>\nSydney\u2019s inner-city suburb of Darlinghurst. It\u2019s 20 minutes before Cassie Meares<br \/>\nreaches the front, but instead of paying a cover charge to enter a hot new bar<br \/>\nshe orders a scoop of peanut and caramel slice mashed into a cone. Price: $6.<br \/>\nMeares, 26, is supposed to be Gen-Y impatient, but she says lining up for ice<br \/>\ncream from one of Australia\u2019s favourite gelaterie, Gelato Messina is part of an<br \/>\nexperience played out nightly at its five stores in Sydney and Melbourne.<br \/>\nThe friendly queue represents a cross-section of inner suburbia, of age groups<br \/>\nand income brackets, all wanting gluttonous scoops of complex flavours made by<br \/>\nhand at the Gelato Messina factory in the Sydney suburb of Roseberry.<br \/>\nDeclan Lee, a director and co-founder, says the gelato is popular because it\u2019s<br \/>\noutstanding \u2013 but the lines are baffling. \u201cWe often get asked why people always<br \/>\nline up &#8230; I really don\u2019t know,\u201d he says.<br \/>\nThe rise and rise of Gelato Messina in recent years is in contrast to Wendy\u2019s, the<br \/>\nUS-based ice-cream vendor whose franchise list in Australia has shrunk from a<br \/>\nhigh of 300 in the 1990s to about 250. On Friday, Wendy\u2019s Canberra outlet in<br \/>\nWestfield Woden switched off its soft serve machine for the last time.<br \/>\nRetailing consultant Nicole Venter of Retail Oasis says diners were avoiding big<br \/>\nbills at the end of a meal and instead buying the best thing they can get for a<br \/>\nsmall price. \u201cPeople want authenticity, and that\u2019s why they\u2019re prepared to line up,\u201d<br \/>\nshe says. \u201cIn the past you paid for fine dining if you wanted an experience \u2013<br \/>\npeople aren\u2019t prepared to pay those prices any more but still want an experience,<br \/>\nthey will hunt it out and follow it.\u201d Venter says the novelty of lining up for an \u201cit\u201d<br \/>\nbrand offering an authentic version of a much-loved dessert was Messina\u2019s<br \/>\nMPK732 \u2013 Marketing Management Case Study, Trimester One, 2016<br \/>\n4<br \/>\nwinning formula.<br \/>\nThe migration away from quick food service into casual dining was reflected in<br \/>\nthe latest Australian Bureau of Statistics figures that showed 17 per cent growth<br \/>\nin casual dining year-on-year and a two per cent decline in fast food patronage.<br \/>\nLandlords are increasingly keen to sign on Messina as a crowd puller. It<br \/>\nwas among the first retail tenants Lend Lease signed on to its $6 billion<br \/>\nBarangaroo project. The gelato brand is becoming a linchpin, an anchor tenant in<br \/>\nits own right.<br \/>\nLee said buying a scoop of high-end ice cream was one way to enjoy a night out<br \/>\nfor five bucks, amid an economic mood where cautious consumers were<br \/>\nreluctant to spend up on a $100-plus meal. But Messina has also created<br \/>\nsomething rare for a food retailer: a cult-like following and community. Lee has<br \/>\nbuilt up 50,000-strong social media communities each on Facebook, Instagram<br \/>\nand Twitter. Messina has capitalised on the social media trend of sharing food<br \/>\nphotos, launching six special flavours a week, which are shared among fans.<br \/>\nFor more on Gelato Messina\u2019s product, please watch the following YouTube clip,<br \/>\nGelato Messina \u2013 Behind the Scenes:<br \/>\n<iframe loading=\"lazy\" title=\"Gelato Messina - Behind the Scenes\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/hVJpK3wi4Ac?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\nFuture growth or fad?<br \/>\nGiven the saturated nature of the gelato industry, future growth is likely to<br \/>\ndepend on innovation and new product development. Although, some<br \/>\nmight question whether the rise of gelato and the gelateria, such as the<br \/>\npopular Gelato Messina is simply a fad?<br \/>\n1<br \/>\nSummative Assessment Task One: Case Study Exercise\/The Rise of Gelato and Gelato Messina<br \/>\nThe Rise of Gelato and Gelato Messina<br \/>\n2500 word written piece (problem and solution format)<br \/>\nWeight = 25%<br \/>\nTo be completed in a group of two to three members<br \/>\nDue date and time:<br \/>\nMonday 9 May (beginning of week nine) by 11.59pm EST<br \/>\nYour brief<br \/>\nA case study typically is an accurate, historical record of a business situation that<br \/>\nactually has been faced by business executives. The main aim of using the case<br \/>\nstudy method is to allow you the opportunity to translate theory into practice in a<br \/>\nbusiness situation that is as close to real world experience as possible. The<br \/>\nmarketing situation(s) depicted in the case reflects the uncertainty of the real-world<br \/>\nmarketing environment, and the reality of any practical situation. You will have to<br \/>\nmaster the art of sifting through all types of information, which is often incomplete, not<br \/>\npresented in the correct order, and may even be irrelevant or misleading, to solve the<br \/>\nproblems posed.<br \/>\nYou may find, and be frustrated by the fact, that in some situations there appears to<br \/>\nbe no single \u201cright\u201d solution to the problem. There are likely to be multiple<br \/>\napproaches, each one with a different implication for the organisation, and each<br \/>\ninvolving different trade-offs.<br \/>\nSince the case study problems may be approached at times from different<br \/>\nperspectives, your main task will be to argue correctly the logic of, and evidence for,<br \/>\nyour solutions to the problems at hand. The importance of the case study exercise is<br \/>\nto emphasise how you arrived at your solution, rather than just emphasise the<br \/>\nsolution itself.<br \/>\nLearning outcomes<br \/>\nThe case study exercise is used in MPK732 to assess the following unit learning<br \/>\noutcomes (ULOs):<br \/>\nULO1, Evaluate the key concepts, models and theories upon which the practice<br \/>\nof marketing is based: The case study analysis enables you to reflect on and<br \/>\ncritique the \u201ckey concepts, models and theories\u201d addressed in MPK732.<br \/>\nULO2, Apply the fundamental principles involved in managing marketing: The<br \/>\ncase study analysis requires you to apply the fundamental principles of marketing<br \/>\nmanagement to a real world marketing situation.<br \/>\n2<br \/>\nULO3, Analyse marketing problems and be capable of applying relevant<br \/>\nconcepts, models and theories to generate appropriate solutions: The case<br \/>\nstudy analysis enables you to solve problems using previously acquired knowledge. It<br \/>\nalso engages you in research and reflective discourse for the purpose of problem<br \/>\nsolving.<br \/>\nULO4: Communicate an in-depth understanding of a range of issues, practices,<br \/>\nmodels and phenomena in marketing: The case study analysis completed in<br \/>\ngroups exposes you to different viewpoints and commentaries on marketing.<br \/>\nStudents need to communicate with one another to successfully complete the<br \/>\nanalysis, and as a group they need to effectively communicate with the reader of their<br \/>\ncase study analysis.<br \/>\nCase study analysis is used in MPK732 to assess the following higher-order Deakin<br \/>\ngraduate learning outcomes (DGLOs):<br \/>\nDGLO1: Discipline-specific knowledge and capabilities: The case study analysis<br \/>\nenables you to reflect on and demonstrate your marketing management knowledge<br \/>\nand capabilities.<br \/>\nDGLO2: Communication: The case study analysis assists in developing your<br \/>\ncommunication skills. It allows students to learn from one another via effective<br \/>\ncommunication. Students also need to communicate well with the reader of their case<br \/>\nstudy analysis.<br \/>\nDGLO4: Critical thinking: Case studies require you to critique the theory addressed<br \/>\nin the unit and to assess its usefulness as it applies in the real world. This makes<br \/>\nyour learning clearly relevant to \u201creal\u201d situations.<br \/>\nDGLO5: Problem solving: Case studies are a commonly used method of problembased<br \/>\nlearning. Typically, using a case study aims to develop your reasoning,<br \/>\nproblem-solving and decision-making skills.<br \/>\nGetting started<br \/>\nRead the case study as soon as possible! A prompt start will give you time to \u201ctune\u201d<br \/>\ninto the case study. In particular, there is an amazing amount of relevant background<br \/>\ninformation publicly available that will have some bearing on the marketing situation<br \/>\ndescribed in your case. Keep a look out for it! Academic journals and books,<br \/>\nnewspapers, magazines and television are an especially good place to start your<br \/>\ninformation search. Collect anything that you think may help to enrich your analysis.<br \/>\nYou can always discard any irrelevant material later.<br \/>\nNow focus on the specific case problems posed (see page three). These problems<br \/>\nhave been designed so that you can apply the theory from the unit to the practical<br \/>\ncase study to arrive at solutions. Critically evaluate and add to the existing<br \/>\ninformation provided in your case study by:<br \/>\n3<br \/>\n\u2022 Continuing to read journal, newspaper and magazine articles on your topic.<br \/>\n\u2022 Looking for current event type television programs and published brochures, etc.<br \/>\nthat may be relevant to your topic.<br \/>\n\u2022 Observing the industry that the case is based on.<br \/>\nPlease note: In this assignment, you are expected to utilise the extensive<br \/>\namount of research conducted in the discipline of marketing and related<br \/>\nfields, to extend your knowledge. Please do NOT rely solely on your own<br \/>\nopinions, personal experience, and the case study and other materials that<br \/>\nyou have been provided.<br \/>\nCase study problems<br \/>\n1. Conduct a segmentation analysis of the gelato market. b) The gelato market is<br \/>\nincreasingly crowded, thus brand positioning is paramount. How would you<br \/>\nposition a new gelato brand targeted to one of the segments that you identified<br \/>\nin part a? Please justify the target market and positioning chosen.<br \/>\n2. The case study includes several contradictions about consumer choice and<br \/>\ndesires, such as impatient Gen Ys queuing for gelato, and buying \u201cauthentic\u201d<br \/>\nproducts from brands such as Haagen-Daaz. Using consumer behaviour<br \/>\ntheory, how would you explain these contradictions?<br \/>\n3. Evaluate the marketing mix (4Ps) of Gelato Messina. Are there any<br \/>\nimprovements that you would recommend to Gelato Messina\u2019s owners<br \/>\nregarding its marketing mix? Please ensure that you justify your response.<br \/>\nPlease note that the case study does not provide full information on Messina\u2019s<br \/>\nmarketing mix, so you will need to conduct further investigation into it.<br \/>\nPresenting your case study analysis<br \/>\nThe case analysis should be presented in \u201cproblem and solution\u201d format. The<br \/>\nfollowing elements need to be included in the written analysis that you submit:<br \/>\nCover page: Your final work should include a cover page with the work\u2019s title, your<br \/>\nnames and student numbers, name of your unit chair, name and code of the unit, and<br \/>\nthe date of submission (not included in the word count).<br \/>\nMain body: The main body should provide analysis of the THREE case study<br \/>\nproblems posed. Use headings and sub-headings, and figures and tables, etc. to<br \/>\nhelp explain your points and to keep your arguments concise.<br \/>\nReferences: A complete citation of all work\/research of others referenced should be<br \/>\nincluded in a list of references (not included in the word count). Harvard system of<br \/>\nreferencing should be used throughout the main body.<br \/>\n4<br \/>\nFurther instructions<br \/>\nDue date and submission<br \/>\nMonday 9 May (beginning of week nine) by 11.59pm EST. Please submit only ONE<br \/>\ncopy per group.<br \/>\nExtensions<br \/>\nExtensions to the date for submission of your case study analysis will be considered<br \/>\nonly if a written request is submitted and negotiated with the Unit Chair at least one<br \/>\nweek prior to the due date. Extensions are only granted for unexpected and<br \/>\nextenuating circumstances.<br \/>\nWork commitments are not considered sufficient reason for late submission of<br \/>\nwork.<br \/>\nAssignments submitted late without an extension being granted will not be marked.<br \/>\nThese will be held until final grading and may be taken into consideration in a<br \/>\npass\/fail situation. Please note that for an assignment to be considered in this<br \/>\nmanner it must be submitted no more than seven [7] days after the stated due date<br \/>\nfor submission. Further, if you find yourself in this situation the Faculty of Business<br \/>\nand Law policy in these cases is that students need to achieve at least 45% overall<br \/>\nfor any concessions for your late assessment to be taken into consideration.<br \/>\nGroup sign-up<br \/>\nPlease sign-up to a group via CloudDeakin. Please click on the \u201cMore\u201d tab and then<br \/>\nselect \u201cGroups\u201d. If you are an MBA student, please select \u201cCluster A, MBA only\u201d to<br \/>\nsign-up to a group. For students in ALL other courses, e.g., MBA(I), MCom, etc.<br \/>\nplease select \u201cCluster B, ALL OTHER COURSES\u201d to sign-up to a group. The<br \/>\nrationale for the separate sign-up to groups for MBA students is that they have<br \/>\nconsiderable managerial work experience and, therefore, their learning experience is<br \/>\ndifferent. Hence, the MBA course team has determined that the MBA student cohort<br \/>\nshould work together in student groups. Students in ALL OTHER COURSES can<br \/>\nwork in groups across courses.<br \/>\nAll assignment feedback will be provided via the rubric for the case study<br \/>\nexercise (see the assignment resources folder) and returned to you via<br \/>\nCloudDeakin. Please see the relevant rubric in the assessment folder for<br \/>\nassignment one.<br \/>\nWord limit<br \/>\nPlease note that 2500 words is the maximum word limit for ALL assignments \u2013<br \/>\nquantity does not equal quality. The word limit includes all material that you wish the<br \/>\nassessor to read. This includes tables and figures. The cover page and reference list<br \/>\nare not counted in the word limit.<br \/>\n5<br \/>\nNotes on written submissions<br \/>\n1. All submissions should be 1.5 spaced. Allow a minimum of 25mm (1\u201d) on left,<br \/>\nright, top and bottom margins. All pages should be numbered.<br \/>\n2. Do not use first person, e.g., \u201cI\u201d and \u201cwe\u201d and avoid colloquialisms and clich\u00e9s.<br \/>\n3. All tables and figures need to be numbered and labelled and referred to as<br \/>\nsuch in the text before they appear.<br \/>\n4. You should adopt the Harvard system of referencing, i.e., in text referencing<br \/>\n(e.g., Harrison, Bednall and Robertson, 2016). All quotations and references<br \/>\nshould be properly sourced. Inadequate details of publications and other<br \/>\nsources will reduce the assessed grade.<br \/>\n5. The assignment will be assessed as a complete piece, i.e., all members of a<br \/>\ngroup are responsible for its overall quality. Whether you work in a group of<br \/>\ntwo or three members, all members are responsible for the quality of the entire<br \/>\ndocument.<br \/>\n6. Rewrite until it is clear and interesting. The first draft never works. Proofread to<br \/>\neliminate obvious errors. Even better, ask someone else to proofread.<br \/>\nCorrectness and accuracy in spelling, syntax, grammar and punctuation are<br \/>\nexpected at post-graduate level. Readers will think that small errors are due to<br \/>\na lack of care and generalise about your analysis.<br \/>\n7. Treat your submission the same way you would treat a professional work<br \/>\nsubmission. Get it in on time, at a level of quality that you would be happy to<br \/>\nhand to your boss.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MPK732 \u2013 Marketing Management Case Study, Trimester One, 2016 1 The Rise of Gelato and Gelato Messina Compiled by Dr Nichola Robertson, Deakin University Adapted materials from Business Review Weekly and other sources Industry background No matter the season or <a href=\"https:\/\/www.benedictsol.com\/blogs\/case-study-exercisethe-rise-of-gelato-and-gelato-messina\/\" class=\"read-more\">Read More &#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-237610","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/237610","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=237610"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/237610\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=237610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=237610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=237610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}