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Product cover image for Bright Ice Cream: Who likes Me More, Young People or Children?

Bright Ice Cream: Who likes Me More, Young People or Children?

Chunyi Zhang; Zhe Zhang

Product #:FDC-24016-2X-CE_P
Supplier:School of Management at Fudan University
Discipline:Marketing
Setting:China, 2024
Details:Case (PDF) • 17 pages • 2024-12-13 (Rev: 2024-12-13)

Subjects:

MarketingBrand positioning

Industries:

Goods, trade, and consumer services

Geography:

ChinaAsia
Your Price:$10.54

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The Bright ice cream prodcut line produced by Shanghai Yimin Food Factory, a subsidiary of Bright Dairy & Food Co., Ltd., is a time‑honored Chinese brand. Since 2020 the factory has pursued a dual‑brand strategy—“Bright” + “Bear Xiaobai”—with Bright refreshed through cross‑sector innovation and guochao (national‑style) cultural branding, while Beawr Xiaobai uses an IP‑driven approach to reach younger consumers. Case A examines the Bright brand revitalization: faced with competition from multinationals and emerging e‑commerce brands, what renewal initiatives did the factory implement and how effective were they? Case B examines Beawr Xiaobai’s market positioning: should it shift from targeting young adult

Learning Objectives

This case addresses the widely discussed theme of brand renewal and is well-suited for students in MBA, EMBA, and Executive Education (EE) programs focusing on strategic management, brand management, and business model innovation. It is particularly suitable for illustrating key concepts including customer value proposition, the logic of brand strategy and brand extension strategies. As a comprehensive decision-making case, it helps students develop the concept of integrated marketing, apply various theoretical frameworks appropriately and explore the marketing strategies of enterprises. 1.Apply the 5C model in the market value map combined with brand extension theory to analyze the strategic choices made by Bright Ice Cream for its brand renewal 2. Apply the 3V model in the market value map to analyze the brand positioning and adjustment of Bright Ice Cream for its brand renewal 3. Apply the 7T model in the market value map to put forward optimized strategic recommendations for brand renewal
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Case Study: Bright Ice Cream: Who likes Me More, Young People or Children? (English version) | Ivey Publishing