This is the Ice Cream Brand That Successfully Won the Hearts of Indonesian Children, Do You Like It Too?

Kapanlagi.com - It's the best to enjoy a refreshing ice cream in the afternoon. Especially if there are plenty of variants and the price is pocket-friendly, it's guaranteed to be difficult to switch to other brands. This is what AICE, a Singaporean ice cream brand that has entered the Indonesian market since 2015, is trying to build. What's even cooler is that, even though it's relatively new, AICE has successfully won the Top Brand for Kids award again in 2020!

This is the second year that AICE has received this prestigious award. For those of you who don't know, Top Brand for Kids is given to companies that not only successfully build a brand for the children's market, but also become a benchmark to determine the strength of a brand in society.

So, how did AICE go through the process to receive this Top Brand For Kids award?

1. Long Assessment Process: Survey to Interview

(c) AICE

Apparently, the determination of the Top Brand Award is not arbitrary, but it needs to go through a series of assessments. Including how well-known the brand is among consumers, how much it is purchased by consumers, and how often consumers search for it. The Top Brand Index (TBI) is then determined by calculating the average value of these points.

According to Fienny Indrastari P, Public Relations and Event Manager of Marketing Magazine as the organizer of the Top Brand Award, AICE successfully occupies the top three positions in the product category. For your information, each product can have several brands that achieve the Top Brand predicate, as long as they meet a minimum TBI average of 10%.

As for the Top Brand for Kids & Teens, it involves 2,500 respondents consisting of 1,500 mother and child respondents, and 1,000 teenage respondents. Meanwhile, the target respondents for the Top Brand for Kids & Teens survey are children, both boys and girls, aged 8 to 12, totaling 500 respondents.

In addition, there are respondents among women aged 25 to 50 who have children aged 0 to 12, totaling 1,000 respondents. Not to mention, there are also respondents among teenage boys and girls aged 13 to 17.

The interview process is conducted face-to-face and uses a specifically designed structured questionnaire to measure the three parameters of Top Brand, namely Top of Mind (the first brand mentioned by respondents when the product category is mentioned), Last Usage (the last brand consumed by respondents in one purchase cycle), and Future Intentions (intention to repurchase).

2. Second Year, AICE Achieves Increased Ranking

(c) AICE

In its second year of winning the Top Brand for Kids award, there is a significant difference compared to last year's survey results. In 2020, AICE's ranking has increased. According to the woman familiarly known as Indra, as an ice cream brand in Indonesia, AICE has the ability to demonstrate its brand strength in the market and compete with other brands in its class. AICE also understands consumer behavior, so consumers can remember its products and come back in the future.

At the end of the interview session, Indra also stated that it is important for a brand to pay attention to the three parameters of Top Brand, namely Top of Mind, Last Usage, and Future Intentions. These three things are important so that the brand can meet the criteria as an ideal brand and successfully receive the prestigious Top Brand for Kids award.

This award is evidence that AICE has continuously improved the quality of its products, making it more preferred by consumers, as stated by Sylvana Zhong, Brand Manager of Aice Group.

"It is truly a happiness and pride for us that Aice has once again received the Top Brand for Kids award for two consecutive years in the ice cream category. This award further solidifies Aice's commitment to continuously present innovative and quality products. Thank you for the trust of the Indonesian people who have become loyal consumers of Aice products," she said.

Wow, it's really amazing achievement for AICE as one of the favorite ice creams for children in Indonesia! Congrats AICE who have been faithfully accompanying days full of smiles and happiness through delicious, healthy, and pocket-friendly products. Have an AICE day!

(adv/tmi)