Get yourself a magnum in Winter
- Hongrui He (Ari)
- Nov 30, 2021
- 2 min read
Are you someone who eats frozen food only in summer?
From the stereotype, ice cream seems to be a very seasonal business. But we can always see someone tremblingly eating ice cream on the street in winter.
In order to study the seasonality of Magnum, we launched a survey of 40 people of different ages and genders living in France.
According to the geographic question in the survey, we get the following data: the age range of the respondents is between 18-65, of which 72.5% are women, 37.5% are men, 57.5% are students, and 37.5% are working.
Among the 40 respondents, 57.5% of the respondents said that they only buy ice-creams "In Summer", 35% of the respondents said that they would buy Ice-cream for "All year long", and 7.5% of the respondents Respondents chose "I don't buy ice-creams". As expected, no respondents chose to buy ice-creams only "In winter".
This seems to be a relatively negative result.
However, we also believe that people have different expectations for different ice cream brands, which affects the seasonality of their ice cream purchases. In order to explore this question, we asked "Which ice-cream brand do you associate with which season?" in the survey.
The results are relatively more positive, at least for Magnum.
More than half of the respondents believe that Magnum can be associated with "All year long". Even surprisingly, more than 12.5% of respondents think Magnum is "More for winter".
Under such a result, for Magnum, the season does have a certain impact on business, but it is not a death trial. At least in France, a large part of consumers still want to buy Magnum ice cream in winter. . As for the reasons that lead people to buy ice cream in winter, future research and may draw conclusions based on comparing the characteristics and product characteristics of multiple brands.
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