Swensen's Business: Number one dine-in icecream shop in Thailand.
SEGMENTATION STRATEGY
BACKGROUND: Swensen's has its branches cover almost everywhere in the country from upcountry markets, superstores to high-end department stores in the heart of Bangkok.
TASK: Create segmentation strategy for it wide ranges of shops to fits location and people in those areas
COMMUNICATION
BACKGROUND: Swensen's was not always about Ice-cream flavours and seasons, it intended to convey 'premium' quality while reach out to mass consumers too.
TASK: Seek for consumers' insight relating to flavours and factors that help endorse 'premiumness' of that flavors