MKT312 - Cornetto Ice Cream: Sales Prospecting and Marketing Report

This report provides a comprehensive analysis of Cornetto ice cream's sales and marketing strategies. It begins by defining sales prospecting methods, differentiating between inbound and outbound approaches, and highlighting Cornetto's use of various techniques, including advertising. The report then outlines a practical approach for ice cream distributors to secure organizational clients. It delves into Cornetto's history, product levels based on customer-value hierarchy, and the benefits of ice cream. Furthermore, it examines persuasive techniques used in sales, differentiating between functional and emotional benefits, and explores how brands like Cornetto leverage these techniques. The report concludes by detailing five ways to enhance product appeal, focusing on provenance, process, storytelling, sensory experiences, and breaking norms. This analysis offers valuable insights into Cornetto's successful marketing and sales approach.

MKT312
CA1
Bittu Kumar
11806240

Prospecting method used
When new leads enter the sales pipeline (a flow of prospects through a sale), they land at its
first stage where they encounter the product for the first time. Those who demonstrate
their interest and willingness to move toward the next stages of the pipeline are known as
prospects.
Prospect is a lead that is more likely to become a potential customer.
Although sales prospecting techniques are individual for each business, the final cause of
sales prospecting is identical for everyone: to turn as many prospects from new leads to
paying clients as possible.
Sales prospecting methods are any way a salesperson conducts outreach to source new
leads or engage with existing leads. Effective prospecting methods can vary by sales
organization and industry and can include email outreach, social selling, event networking,
and warm outreach over the phone.
Traditionally, there were two very different types of prospecting: outbound and
inbound. Outbound was an approach that required the salesperson to conduct "cold"
outreach in which they called and emailed prospects who had not opted in to speaking with
them.
Inbound sales took the opposite approach, encouraging salespeople to build relationships
with their prospects and call or email only those prospects who had expressed interest in
their product or service.
Today, most sales experts agree the best approach to sales prospecting is a combination of
both inbound and outbound selling.
Cornetto employs them a best set of tools for ice cream with ads in television youtube and
also boards in the roads.

Planning the sales call
As an ice cream distributor, getting organizations on board as regular clients is a way to
significantly increase your sales. Organizations such as schools, clubs, community and
recreation centers, and sports organizations are in the business of providing food and
refreshments to large numbers of people. Establishing your ice cream sales company as a
vendor for these organizations can go a long way toward improving your bottom line.
Step 1
Develop a list of organizations you want to target for sales pitches. Find out if they already
have ice cream vendors in place, and if they do, what kinds of products and price points
they offer. When you make a sales call, you’ll need to show how your product, service and
pricing are better than the competition.
Step 2
Call each organization and ask to set up a meeting with the individual in charge of food
purchasing. Depending on the type and size of the organization, this might be a
purchasing manager or a food and beverage manager.
Step 3
Make your sales pitch a standout by bringing along product samples and colorful displays
of your various ice cream offerings. If the organization you’re selling to will resell through
a concession stand or vending machine, use graphs and charts to show them earning
potential through product mark-up.
Step 4
Provide an overview of the customer service you offer as an ice cream vendor. Focus on
services that will be beneficial to the organization, such as provision of freezer storage
containers and regular delivery schedules.
Step 5
Ask for the sale. Even if it’s just a short-term contract to test your product, strive to close
the deal on the spot. Have contracts and paperwork filled out so you can quickly and
efficiently finalize agreements and make arrangements for your first delivery.

Effectively determined relevant facts about company and
identifying the target audience
From the moment Cornetto ice cream was launched during 1964, people have loved the
delicious contrast of smooth ice cream topped with nuts and the chocolate pieces. Today,
Cornetto is still the UK’s No 1 .
Cornetto is the branded frozen ice cream cone,
manufactured by the Unilever and marketed
throughout the world by the various different
company names. It is most familiar to British
consumers as Walls' Cornetto.
The idea of selling frozen ice cream cones had
been long a dream of ice cream makers, but it
wasn't until 1959 that Spica, an Italian ice cream
manufacturer based in Naples conquered the
problem of the ice cream making the cone go
soggy. Spica invented a process, whereby the
inside of the waffle cone was also insulated from the ice cream by a layer of oil, sugar and
chocolate. Spica registered the name of Cornetto in 1960. Initial sales were poor, but in
1976 Unilever bought out of Spica and began a mass-marketing campaign through Europe.
It is now one of the most popular ice-creams in the world.
Passionate Ice Cream
For those who are really passionate about any ice cream, Cornetto Passion is perfect for you
- another delicious crisp is Cornetto ice cream in cone, filled with chocolate mousse, topped
with delicate pannacotta ice cream swirled with a caramel sauce and the fudge chunks.
History
Production of Cornetto began in 1959 by Spica; it was an Italian ice cream company. They
made a big impression on the Unilever employees when they visited Spica in 1962. The
company was actually acquired by Unilever soon afterwards.
Cornetto made a number of appearances in all over UK in the 1960s and 1970s but it was
during a heat wave in during summer of 1976 that it really took off. Of course, certain

advertising campaign the featuring a gondolier singing the famous theme tune 'Just one
Cornetto’ also helped.
In 2004 the Cornetto team presented the Cornetto Love Potions, a limited edition range of
six exotic cones in very exciting flavors combinations such as tiramisu & cinnamon,
cappuccino & Irish Cream and also choc chip & hazelnut.

Presented benefits and demonstrating-based upon needs of buyer
instead of only features-
CUSTOMER-VALUE HIERARCHY – PRODUCT LEVELS
1. When the customer buys Cornetto, he is buying a cold dessert, initially to leave a cold
taste in the mouth. (Core Benefit)
2. The consumer who will buy Cornetto will now convert core benefits to basic products like
it will be served chilled and will not have a soggy cone.
3. At this level, the marketers try to come up with what consumer expects from the product,
like the flavors will be tasty and rich.
4. At this level the marketer establishes the Cornetto as a product that gives more than the
product, bringing in the brand and the value it will hold for the consumers. (augmented
product)
5. Finally at this level, Cornetto is transformed into something it was not augmented and
come up with the potential product, like the smaller pack at lower price for school and
college children as their pocket money is low.

More Benefits
Benefit #1 – Great Source of Vitamins
Ice cream contains many vitamins that are essential for your body. In ice cream you’ll find
vitamins A, B, B12, C, D, and E. It also contains vitamin K, which helps prevent blood clotting.
Benefit #2 – Energy
Ice cream contains carbohydrates, fats, and proteins, which are needed for energy creation.
Benefit #3 – Rich in Minerals
Ice cream contains minerals such as calcium and phosphorus. These minerals are important
for building and maintaining stronger bones. So just like milk, ice cream does the body
good!
Benefit #4 – Stimulates the Brain
Ice cream stimulates the thrombotonin, a hormone of happiness that helps reduce the
levels of stress in your body. The milk in ice cream contains L-triptophane, which is a natural
tranquilizer that helps relax your nervous system. This is why you are always smiling when
eating ice cream!

Persuasiveness involved in making the sale
There are two important technique for making a sale.
Functional benefits tell you what a product does for you. This deodorant stops you
sweating. This bleach kills bacteria.
Emotional benefits tell you how a product makes you feel. So if the deodorant stops you
sweating, you’ll feel more comfortable. Using the bleach to kill bacteria makes you feel
reassured that you won’t get sick.
Brands themselves have emotional benefits too. You might buy a Dove deodorant because
Dove stands for beauty and purity. You might buy a Domestos bleach because Domestos
stands for power and trust.
This is a phenomenon luxury brands depend on. The liquid in a bottle of Chanel perfume
isn’t worth £80, but the name on the side of the bottle is. Buying Chanel tells the world
you’re the sort of person who buys Chanel, which in many circles is a positive association.
Similary for Cornetto has a stand on the market as a lovers ice cream making it unique
standing on base of love. Also its considered as a high end product due to the adverts based
on it also costing a dime.
Basic foods do have functional benefits. Vegetables can help you avoid getting ill. The
proteins in meat help your body repair itself. But when you get down to food that’s more
for pleasure than health, the picture gets less clear.
For example cornetto ice cream as an example. It tastes nice, and that’s basically why it
exists. So how do you convince people that yours tastes nicer than all the other tubs on the
shelf.
There are five ways:
1. Focus on provenance
Everyone sells vanilla. So how do you make sure they choose
your vanilla? Say where it’s
from.
Madagascan vanilla, Mexican vanilla, Tahitian vanilla.
Some ingredients, like mint, grow just about everywhere. So there’s less power in stating
the country of origin. In those cases, just zoom in. Does the mint grow on a mountain-side?
Near a stream? In volcanic soil? Paint a picture for your customers.

2. Focus on process
Maybe you pick the mint by hand, or you use a special brush to clean off the dirt, or you
crush it in an industrial-sized pestle and mortar to bring out the flavour. Whatever you do, if
it helps improve the product then people will want to know about it.
3. Tell stories
If you have processes that
don’t improve the product but have their own unique charm,
shout about those too. I went on a tour of the Noilly Prat distillery in the south of France
recently and they told us about the stirrer. All the other vermouth brands have machinery
that stirs all their barrels simultaneously, but at Noilly Prat there’s a man with a paddle who
goes from barrel to barrel stirring by hand. It’s more expensive, slower and less effective,
but it’s charming. It tells you they care.
Some brands even invent processes
just so they can add to their story. Again, a Noilly Prat
example: during the 19th century, casks of wine were taken across the ocean on the open
decks of ships, exposed to the elements. Today, Noilly Prat has a walled outdoor area at the
distillery called L’Enclos where the barrels of wine mature through sun, rain and snow. It
sounds great and it’s intriguing. So who cares if it doesn’t actually make any difference?
4. Tantalise the senses
Which makes you hungrier?Delicious fudge ice cream or Silky ice cream with flaky fudge.
The magic is in the adjectives.
Delicious tells you how
I feel about it. That’s fine if you know
me and trust my judgement, but if I’m a big brand describing my own product you’d be right
to be cynical.
What
makes it delicious is going to be the way it tantalises the senses. The way it looks,
feels, tastes, smells or (rarely) sounds. So describe that instead. In this case, we’ve gone
with the ‘feel’ words
silky and
flaky.
5. Break the norms
People are so used to seeing certain words and phrases that they don’t even notice them
anymore. Even
Madagascan vanilla probably falls into that category. So shake it up.
Say
vanilla from Madagascar at the very least, or
vanilla from Melaky in northwestern
Madagascar.