Week 2

Target Audience

Kapiti Ice Cream attracts towards an audience of adults with no kids, or young kids trying to "get a piece of the high life. It appeals to these two audiences through the use of its fancy and aesthetically  good looking packaging. By its middle to high price range, it sits as an ice cream that can be bought by an adult couple as a good quality and appealing product, that is something that is not to expensive to be considered something to be a special occasion or a one off purchase. By its frequent and common place in restaurants and the movies. Kapiti appeals as an ice cream for a younger adult audience that would like to "get a piece of the high life" or treat themselves. Its image and psychographic appeal looks to represent the consumer in a nightlife setting and lifestyle. By its use  of fancy and expensive items surrounding the ice cream, Kapiti's demographic appeal represents a consumer of important socio-economic status, and persuasion of a female's ice cream. Its association with wealthy and expensive assecories without displaying Ice cream show its aim to represent and target towards these audiences.

Rush Munro

In the Ice Cream market and industry, Rush Munro Ice Cream has accustomed itself as a main competitor and rival of Kapiti Ice Cream. Rush Munro established itself in 1926 in Hastings, New Zealand. It was instated as a luxury confectionery by its use first-rate 100% natural ingredients hand made and churned. With its classic and definitive range of flavours available through common supermarkets and outlets throughout New Zealand, Rush Munro's Ice Cream is iconic and well known by parents and children alike. Its classic and simple design and flavour selection appeal to a large audience in adults and children. By its established brand and trustworthy produce, Rush Munro appeals as an Ice Cream for a family. Its simple design and old style also appeal to an older audience as an ice cream that has established as a classic.