Week 1
Kapiti Ice Cream
Establishing in 1984, Kapiti Fine Food ltd began as a small cheese shop and boutique factory at Lindale Tourist Complex on the Kapiti Coast. In 1997 Kapiti Fine Food ltd started making Ice Cream and Sorbet. Since they established Kapiti ice cream has provided a large range of exotic and extravagant flavours, themed and inspired by New Zealand. Kapiti also serve and deliver their ice cream in most common restaurants and dispensed in cinemas. Sitting in the Higher priced range, Kapiti ice cream aims to deliver a quality unlike any of its competitors. Because of its low produce and exclusiveness it is highly priced and is one of the more expensive ice creams on the market. Kapiti appeals to an older audience that is looking for exotic and rich flavours. By its use of design and aesthetically look, Kapiti positions itself on the middle to high class range of Ice cream.
After doing some further research over the weekend, we were able to get a better look on the Ice cream market by going out and purchasing and comparing our product. From visiting different supermarkets and stores we could come to the conclusion that at Wellingtons; New World Metro, Kapiti was $11.90, Moore Wilsons, Kapiti was $9.04, Countdown, Kapiti was $9.50, Pak N'Save, Kapiti was $10.49. What was interesting is that Kapiti was positioned in the middle shelf for eye level acquiring.
Kapiti communicates its product, by creating a design that is visually and aesthetically pleasing to adults and young adults looking for a treat. This product reflects and illustrates a fancy/expansive lifestyle that aspires to its target audience.
After doing some further research over the weekend, we were able to get a better look on the Ice cream market by going out and purchasing and comparing our product. From visiting different supermarkets and stores we could come to the conclusion that at Wellingtons; New World Metro, Kapiti was $11.90, Moore Wilsons, Kapiti was $9.04, Countdown, Kapiti was $9.50, Pak N'Save, Kapiti was $10.49. What was interesting is that Kapiti was positioned in the middle shelf for eye level acquiring.
Kapiti communicates its product, by creating a design that is visually and aesthetically pleasing to adults and young adults looking for a treat. This product reflects and illustrates a fancy/expansive lifestyle that aspires to its target audience.
