Chapter 1 - Project Overview

Chapter One: Project Overview

1.1  Introduction

Stickhouse is an Italian handcrafted gelato. With the experience gained by the founders in 30 years in the ice cream industry, the company has developed a machine “The Ghiacciola”, able to produce ice cream on a stick using a new technology.

The company goal was reached in 2006, when it started producing and selling the machine launching a novelty product in the Italian and world market: gelato on a stick. The machine is the only fully-automatic in the world that produces gelato on a stick. The machine utilizes micro-crystallization in order to produce an intensely flavorful ice cream, by using simple, genuine and all-natural ingredients. Furthermore, the company also established Stickhouse SRL in 2008, and is now setting up a franchising network that will lay the groundwork for anyone who wants to open a gelato shop, with new innovative procedures and with a low initial investment.

 All the gelatos are produced using ONLY 100% natural and genuine ingredients without adding artificial flavoring, coloring, or preservative. They use fresh fruit, milk and cream together with the "Stickhouse Bases" and the decorations guarantee a healthy, full-bodied product with a persistent taste. Stickhouse products are ideal products for children for their nutritional values. The flavors are even suitable for people who are intolerant to gluten, lactose and sugar! All gelatos and sorbets are made fresh, using carefully chosen high quality ingredients and raw material imported from Italy. In a nutshell, it is a healthy and original alternative to an everyday snack.

1.2  Problem Statement and Issue
        1.2.1        Problem Statement

      Stickhouse has been founded in Malaysia since 2011; it is a brand new gelato brand from Italy. Due to its newness, Stickhouse products seem unfamiliar, unknown and easily vanish in the gelato market that is filled with all kind of competitors. Hence, this lead to a hard time to make a move in market selling proposition. Lack of promotion and advertising strategies are also one of the factors that make it hard to compete with its rivals.

  Stickhouse actually has a good concept and it is also a great gelato brand, but the advertisement and the marketing strategy didn’t bring out their strong points that differentiate it among its competitors.The brand didn’t create a strong brand image for itself.

1.3 Objectives and Aims

                  1.3.1        Objectives

·         To create a new look and yet maintain the originality of the product.

·         To create a stronger concept for the brand; make use of its strong point and sells the message to public.

·         To promote a healthier eating lifestyle for the young generation and health-conscious mind

·         To make the brand prominent and stand out from its competitors.

·         To create brand awareness to those who are unfamiliar with the benefits of this gelato.

               1.3.2        Aims

The aim of this project is to gather and make use of all the information collected to create a more effective advertising approach in order to improve the brand image and awareness. Thus, guide consumers to enjoy gelato as well as lead a healthier eating lifestyle through this healthy gelato.