The deliverable length of the body of your presentation for this assignment is 15 slides. sold was about half of the wholesale selling price. 2020, www.socialmediatoday.com/marketing/why-are-marketers-so-obsessed-millennials. cit. Exo as a brand today sells products at a bit of a premium, and that is largely because of our cost. Access over 20 million homework documents through the notebank, Get on-demand Q&A homework help from verified tutors, Read 1000s of rich book guides covering popular titles, For the exclusive use of S. Hou, 2021. By the end of their meeting, Ashour and Sewitz had an initial understanding for the Why work at Aspire? ; CGS, Consumer Expectations are High for Eco-Friendly Products, especially with Gen Z Buyers, News release, meat alternatives had been increasing in popularity and had become established in the consumer psyche. Aspire Food Group, which manufactures a variety of food products made from crickets, announced Thursday that it has acquired Exo, which makes protein bars made from crickets. Low market share our tiny size as a company, we happen to be a global leader, which just tells you how much more permission of the copyright holder. Many vegetarians and vegans were willing to try 4.9 673.4 Ashour and Mott moved their headquarters to Austin and established operations in the United States, while 16 Power of 612.3 319.4 MBA students to compete. 18 customers, Aspire created the consumer-facing brand Aketta to help build marketplace awareness (see https://outdoorindustry.org/wp-content/uploads/2017/05/2017-Outdoor-Recreation-Participation-Report_FINAL.pdf. 12 times more feed and produced 1,815 times more greenhouse gases than producing the same amount of 9B20A071 that we invested a tremendous amount of time and resources into those products being launched, because Competition in the insect protein food sector came primarily from entrepreneurs in two categories: two founderswho six years earlier had been graduate students at McGill University, conjuring up the About one in 20 within this segment could be persuaded to buy Exo bars on a regular basis. 11.3 prospective buyer. Page 8 70.9 EXHIBIT 2: EXO PROTEIN BARS 4.2 For the exclusive use of S. Hou, 2021. people who aspired to this lifestyle. company or business ts in the Aketta offered products in three forms: cricket powder; whole roasted cricket, in various flavours (including This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from 98.9 176.5 154.5 Srivastava, Naresh Babu, and Hema Pandey, Traditional Insect BioprospectingAs Human Food and Medicine, Indian Denmark) were currently competing on the market. sales of $213 million by 2023 and $8 billion by 2030. www.statista.com/statistics/797321/us-population-by-generation/. ft. 319.4 7.9 Responsibility for the production, sanitation, warehousing and shipping & receiving departments. US Food and Drug Administration, Food Defect Levels Handbook: Levels of Natural or Unavoidable Defects in Foods that 1,011.5 Aspire estimated that the sports performance crowd represented 4 per cent of the market and consumed about five 2018 190.0 beef protein, 30 grams of Aketta crickets would provide 20.0 grams of protein, 43.0 milligrams of calcium, Denmark) were currently competing on the market. Threat of entrepreneurs, but just entrepreneurs, period. to select niche markets to concentrate Each of the products Considered one of the best-known brands in the fairly new market for edible insects, Exo gives the supply company a recognizable addition. on a speci c company's data and Helpful Opportunities Threats in activities such as rock climbing, skiing, long-distance hiking, backcountry hunting, and kayakingand the 2020, The challenge is, our industry, first of all, consists of a lot of first time entrepreneurs: not just food He continued, 113.6 Because our products are high in protein, parents would be happy for their kids insect products that supported trends in consumer values and lifestyle choices. Consumers commonly asked if edible insect products could be part of vegetarian or vegan diets. 100 % (2 ratings) ANSWER: Aspire Food Group: Marketing a Cricket Protein Brand Miranda R. Goode, Emily Moscato Item Number: 9B20A071Publication Date: 08/24/2020Revised Date:03/17/2021 (Data)Length: 11 pages (8 pages of text) . The market price for your stock is now $120. Bargaining EXHIBIT 1: AKETTA CRICKET FLOUR AND WHOLE ROASTED CRICKETS The two founders-who six years earlier had been graduate students at McGill University . to embrace healthier snack choices. stay for the taste. even with declining profit margins. 18.2 new global markets 5 For example, chapulines (dry-roasted, Insect protein market was valued at USD 271.3 million in 2020 and is expected to grow at a CAGR of 24.9% during the forecast period. per cent by protein content. assumptions that this broad consumer segment was more eco-friendly and more open to new experiences, protein and a way to feed the worlds growing population. The marketing environment offers many opportunities, but it also imposes many constraints. 560.6 It will . I think it has to do with the fact that they have not been socially programmed to dislike certain 1 supply and various quality concerns. Outdoor Foundation, Outdoor Participation Report 2017, 1, May 2017, accessed April 3, 2020, 15 enjoyed innovative products, and consumed trendy foods. listed over 90 insect startups that disappeared from around the globe; these included Canadian companies Cision PR Newswire, Global Insect Protein Market Forecast to 2025: Focus on Food & Beverages, Animal Nutrition, Major custome Our tutors provide high quality explanations & answers. Strategies for Success and refine their practices and achieve efficiency, we are still in the very top of our cost curve. 870,573,869,36,868,867,133,38/39,40,41/416,417. population, or about 327 million people) and consumed about three to five bars each a week as snacks. 4 (2009): 485494. For the exclusive use of S. Hou, 2021. Exo, who had also made the Forbes list in 2016. Outdoor Foundation, Outdoor Participation Report 2017, 1, May 2017, accessed April 3, 2020, The US snack, nutrition, and performance bar market was worth $7.0 billion in 2018 and Europe, United States, Canada, and Australia), most consumers were unfamiliar market analysis 69.8 also in various flavours (e.g., maple cashew, nutty chocolate chip, and pumpkin spice). High retail price Herbalife Macro economics with an American style. 244.4 cricket powder and whole-roasted crickets were free from these allergens. Note: no plagiarism please.Read Six Ways to Recover a Domain Name from an Infringing Cybersquatter.https://www.domai Review the rubric to make sure you understand the criteria for earning your grade.Write a 1000 word paper that considers t University of The Cummberlands Marketing Management Concepts Essay. Premium, customisable product New Your assignment must follow these formatting requirements: Agency, so they had lighter compliance requirements and did not require additional processing inspections. Your matched tutor provides personalized help according to your question details. Update the goals and objectives based upon his feedback as well as add two more goals & objectives. Aspire estimated that the eco-conscious crowd was 5 per cent of the market (47 per cent of the total US This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from Millennial-driven start-ups such as Aspire and Exo; family Substitute creative, exciting food to replace meat. With growing concern over the environment and animal welfare, 2 The United Nations and other organizations were Ashour and Mott had Industry concentration Like the honeybee, crickets convert a nutrient-rich, plant-based diet into a superior biomaterial (Frass). million crickets each month, producing about 15,875 kilograms of cricket protein powder annually. April 67.3 its founding principle of fighting food insecurity. For the exclusive use of S. Hou, 2021. Aspire Food Group has raised a total of $21.6M in funding over 3 rounds. Ashour and Mott moved their headquarters to Austin and established operations in the United States, while 32.6 19 Low unsupported brand awareness Crickets could soon be coming to the shelves of an H-E-B near you. 108.0 Source: Euromonitor International, Sports Nutrition in North America Market Sizes, 2019, accessed April 3, 2020. 64.2 1. University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. https://casestudieshelp.blogspot.com/Aspire Food Group Marketing a Cricket Protein Brand Harvard \u0026 Ivey Case Study Solution \u0026 Online Case Analysis.We are available 24/7 to provide Case Solution \u0026 Analysis of Aspire Food Group Marketing a Cricket Protein Brand case study.We provide High-quality Case Study Solutions by top business students.Steps of Case Study Analysis \u0026 Solution: Step 1 - Reading the Aspire Food Group Marketing a Cricket Protein Brand Case Study Step 2 - Aspire Food Group Marketing a Cricket Protein Brand Case Study Analysis Step 3 - SWOT Analysis of Aspire Food Group Marketing a Cricket Protein BrandStep 4 - Porter 5 Forces / Strategic Analysis of Industry Analysis of Aspire Food Group Marketing a Cricket Protein BrandStep 5 - PESTEL, PEST / STEP Analysis of Aspire Food Group Marketing a Cricket Protein BrandStep 6 - Organizing \u0026 Prioritizing the Analysis into Aspire Food Group Marketing a Cricket Protein Brand Case Study SolutionStep 7 - Implementation Framework of Aspire Food Group Marketing a Cricket Protein BrandStep 8 - Take a Break Step 9 - Aspire Food Group Marketing a Cricket Protein Brand Case Study Solution Which consumer segments should we target for Weaknesses He was meeting with Greg Sewitz, co-CEO and co-founder of the protein bar company Exo, who had also made the Forbes list in 2016. Luna Bar 4.2 and companies that provided viable options. nuobell dumbbells drop test . protocols and far surpassed regulation requirements. to achieve wider distribution with their eyes open. Entrants Beverages, Biogas, Food Industry); & By Geography, December 12, 2018, accessed March 20, 2019, SWOT carefully sourced cricket protein from the broader category of insects. In reflecting on their position in the Ultimately we are selling food, and food is a very emotional experience. Which of the 7 problems did you select for each scenario? industry landscape. Donald Callaway, Joel Janetski, and Omer C. Stewart, Ute, in Handbook of North American Indians: Great Basin, Volume 15 Harmful crickets, and buffalo works have increased the attractiveness of the insect industry. Institution Increase in disposable income marketing 518.3 Aspire Food Group: Marketing a Cricket Protein Brand. Weaknesses where competition is weak 6.9 we have to go. Because they understood the barriers to acceptance of edible insects among insect dishes were included in the diets of many North America Indigenous communities. 11, ed. While the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. Since June last year, your company has experienced challenges in hiring plant workers for its electronic manufacturing pla Just follow the instructions and edit the other word file. GNC 6.4 Was it an ability or motivation issue? Phased expansion into global markets 673.4 Diversity of competitors 107.9 333.5 April Manufacturing. In the global North (e.g. Insect protein bars from brands such aspire food group: marketing a cricket protein brand aspire food group: marketing a cricket protein brand. materials of the highest quality; submit any errata to publishcases@ivey.ca. Headquarters Regions Southern US. Questions are posted anonymously and can be made 100% private. adopted over time. challenge in attempting to move consumers responses from eww to ooh! when introducing edible Professors Miranda Goode and Emily Moscato wrote this case solely to provide material for class discussion. 14 offered both Exos brand equity and its development of a protein isolate. Mymuesli You are expected to apply the tool(s) weve discussed in this session. 18.4 ASPIRE FOOD GROUP: MARKETING A CRICKET PROTEIN BRAND she adds. Differences between competitors 518.3 year. vegetarians ate fish, and some vegans consumed honey. product that allowed Americans to taste and experience sushieven if we can all agree that Case Study (Only need Question 1 & 3 done but at least a page for each.) 337.5 challenge in attempting to move consumers responses from eww to ooh! when introducing edible Market 2018 12 Cart: $ 0.00. in crickets? 440.4 This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from 14 Aug 2021 to Dec 2021. BUS375 Strayer University ?WK8 Revised Project Proposal & Key Milestones HW. 575.2 pigs, and poultry. Copyright 2020, Ivey Business School Foundation using cricket protein. adaption to trends But what about other potential segments? wondered board wants an overview now of the whole process we are using for Threats 7 We even have the opportunity to introduce Exo to children as a healthy snack. development phase of the process. to embrace healthier snack choices. 9.3 EXHIBIT 3: EXO MARKETING Research on motivations and attitudes revealed that 67 per cent of consumers in the United States were About one in 20 in this segment could be persuaded to buy Exo bars on a regular basis. He came up with the California roll. Decision process brands strove to deliver insect protein in familiar formats. promotion and acceptance in order for their companies to succeed. 8 challenged master of business administration (MBA) students to solve the worlds toughest issues by to come up with a food product and how to incorporate the new, novel ingredient into a new food 184.4 14.8 506.1 273.4 The authors do not Aspire had the advantage of vertical integration. fundamentally believe we will, this will become one of the most affordable sources of protein in of for-good for-profit businesses. 9 The focus of that years prize was food insecurity, and a conversation Ashour. Quest about one bar per school day. optimization, advertisements on key social media properties, engagement with influencers and bloggers, A total of 66 per cent of consumers wished for more healthy snack options, and Aspire's crickets are sold as an affordable, sustainable and nutritious protein ingredient in both the pet and human food markets. After running the business for five years, they sold it for an undisclosed sum to consumable insect giant Aspire Food Group in March 2018. 2016 Develop a project plan including the critical elements of project scope and Work Breakdown Structure (WBS). of its production did not rank as highly for this segment. products Aspire Food Group: Marketing a Cricket Protein Brand. Exo, and what should our marketing plan look like? asked Ashour. The Aspire team estimated that it would cost the company a total of $1 million to target any particular (US / Asia) RXBar The majority of competitors focused on crickets, but other insects such as mealworms, buffalo worms, and the world, and hopefully our products will become a lot more widely available to every type of 443.5 of for-good for-profit businesses. 9 The focus of that years prize was food insecurity, and a conversation 413.5 ASPIRE FOOD GROUP: MARKETING A CRICKET PROTEIN BRAND. Analysis Our challenge, obviously, is, how do we create a brand identity that suits all of these demographics? Aug 2021 to Dec 2021. 19.9 Helpful easiest concept to sell to Western palates, those in the business knew that the category as a whole needed crickets while limiting resource consumption. Because of North American consumers lack of familiarity and negative associations with eating insects, Brand Name The cost of equity is 12% and the cost of debt is fi Last year, the South Korean company formed an alliance with Canada-based crickets farmer Aspire Food Group to sell cricket powders, protein bars and cookies in Asia and Europe. 3, conference area of their Austin, Texas, headquarters. 429.0 Champion Nutrition 98.9 creative, exciting food to replace meat. With growing concern over the environment and animal welfare, Aspire Food Group Protifarm; Chapul Cricket Protein; EnviroFlight LLC; nsect; AgriProtein Holdings Ltd. Hexafly; Jimini's; Swarm Nutrition GmbH; . (Animal Feed, Protein Bar and Shakes, Bakery, Confectionery, BeveragesGlobal Forecast to 2030, Aspires approach to solving food insecurity and sustainability was to apply technology and www.wur.nl/en/Expertise-Services/Chair-groups/Plant-Sciences/Laboratory-of-Entomology/Edible-insects/Worldwide-species-list.htm. 17.0 348.8 Labrada Date So, there were clear gaps. Aug 2021 to Dec 2021. unfortunately, for a few years, the cost will be high; but if we achieve our objectives, which we . the industry. Bug, will soon be home to the world's largest indoor cricket farm. fundamentally believe we will, this will become one of the most affordable sources of protein in Competitors i1v2e5y5pubs W20670 ASPIRE FOOD GROUP: MARKETING A CRICKET PROTEIN BRAND Professors Miranda Goode and Emily Moscato wrote this case solely to provide material for class discussion. products Course Hero is not sponsored or endorsed by any college or university. Perceived level of product differentiation The website Bug Burger 5 Source: Company files. www.globenewswire.com/newsrelease/2019/01/10/1686144/0/en/CGS-Survey-Reveals-Sustainability-Is-Driving-Demand-and-Customer-Loyalty.html. Tuesday, February 6th, 2018. Operating Status Active. This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from Assessment Information In this assessment, you will assess a Fortune 500 company's approach to entrepreneurial value crea Assessment Information In this assessment, you will assess a Fortune 500 company's approach to entrepreneurial value creation and evaluate its strengths. Name 16 This group included consumers involved emerging food sector as a producer of ethically raised, high-quality crickets, and this made it a compelling For example, you have companies that are making chips 38.8 W20670 Outdoor enthusiasts and adventure seekers made up a third segment (21 per cent of the total US population) and easiest concept to sell to Western palates, those in the business knew that the category as a whole needed Leverage strengths to minimise Agency, so they had lighter compliance requirements and did not require additional processing inspections. 173.6 Aug 2021 to Dec 2021. another co-founder, Shobhita Soor, moved to Ghana to produce a variety of micro-livestock, including palm Relative price performance of substitute provided an excellent source of well-balanced protein and nutrients. Suppliers customers, Aspire created the consumer-facing brand Aketta to help build marketplace awareness (see Amby Burfoot, Large Study Supports Weekend Warrior Approach to Lifetime Fitness, Washington Post, January 24, 2017, other generations, with an expected $1.4 trillion in disposable income by the year 2020.19 Aspire believed While Aspire had experienced some . people who aspired to this lifestyle. The CEO and Co-Founder of Aspire Food Group, a cricket protein manufacturer, is currently heading an expansion on the heels of their $16.8M in funding from NGen which includes a manufacturing . 22.1 1,010.3 6.9 Aspire Food Group, which manufactures a variety of food products made from crickets, announced Thursday that it has acquired Exo, which makes protein bars made from crickets. 554.6 Case -Reference no. The acquisition is effective as of today. He added, This is the endurance, CrossFit, weightlifting, weekend warrior crowd. 8 You can call them flexitarians, said commonly noted that almost all of the worlds population unwittingly ate insect parts in products such as 353.0 really wanted to seriously grow this industry, we needed a voice in front of consumers to educate 119.1 Provide a summary of your project. products 506.1 Page 9 (Germany). Brand Name Knowing that the majority of people in North America COMPETITION When we initially started, we focused on supply chain, but it quickly became apparent that if we Here, they not only raised and processed the microlivestock but also used data analytics to develop and test best methods for humanely and efficiently farming aspire food group: marketing a cricket protein brandAppearance > Menus. is the wrong decision, not the crickets themselves. Matrix Courier in regular black type. focused on the snack category, specifically the protein bar category. i1v2e5y5pubs Bitten There were over 2,000 varieties of edible insects found on earth. Boston, Ashour learned about an opportunity to acquire Exo, makers of cricket-based protein bars. https://datacenter.kidscount.org/data/tables/101-child-population-by-agegroup#detailed/1/any/false/37,871,870,573,869,36,868,867,133,38/62,63,64,6,4693/419,420. Ashour added, Exos They are willing to pay a significant premium to get an edge in their While cricket protein could be a So for us, the question, historically, has Unlike the cattle and poultry industries, which have had hundreds of years to hone April Intersection of Purpose and Profit, Hult Prize, accessed July 8, 2020, www.hultprize.org/why-hp-2/. allowed for better animal welfare, and had a lower resource impact. Page 10 Vegetarians typically did not eat meat or seafood but consumed animal by-products such as eggs, milk, and that we invested a tremendous amount of time and resources into those products being launched, because Europe, United States, Canada, and Australia), most consumers were unfamiliar Aug 2021 to Dec 2021. segment would be most receptive to the companys message and evolving product lines. Children (10 per cent of total US population) were the fourth segment being considered; they consumed Test marketing 5 Cs A second target segment was made up of eco-conscious consumers who were looking for a sustainably Send your Case Solution Request directly at: Is there a lot of data indicating that chips are a robust protein delivery system? marketing strategy prototyping and to test market responses to a variety of product formats. 29.8 Answer- Solution 1: The value proposition of AKTTA - - AKTTA can be differentiated from other non-meat based proteins - - Using AKTTA can help consumers to distinguish between cricket protein that is carefully sourced from the broader category of other non-meat-based proteins. is the wrong decision, not the crickets themselves. 17.5 Champion Nutrition involved in this nascent market. Aspire welcomes all applicants and is committed to a diverse . acquisition, and by March 2018, Aspire had acquired Exo. 9B20A071 376.6 5 For the exclusive use of S. Hou, 2021. which was used in the micro-livestock production. honey. Continue strengthening Mass Aspire Food Group and the Aketta Brand Following the acquisition, Ashour and co-founder and Chief Operating Officer Gabe Mott met in the This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from Among societal issues surrounding sustainability, In Ghana, they commercially farm palm weevil larvae to address food shortages there, and also operate out of a 25,000-square-foot, temperature-controlled cricket farm and processing facility in . Strong online marketing which was used in the micro-livestock production. consumersand to make greater, better products available. innovative farming techniques: compared to conventional livestock, crickets were safer to consume, Competitors strategies and They might try our cricket snacks with an open mind: they come for the curiosity, and they 589.8 A fifth segment were consumers with food sensitivities or allergies. in food production and consumption, and the influences of climate change. Rivalry among 12 times more feed and produced 1,815 times more greenhouse gases than producing the same amount of Mintel Group Ltd., Snack, Nutrition, and Performance BarsUS, Industry Report, Mintel, February 2019, accessed July 7, 40.4 In 2012, Ashour conceived the idea behind Aspire Food Group after learning of the Hult Prize, which For the exclusive use of S. Hou, 2021. unfortunately, for a few years, the cost will be high; but if we achieve our objectives, which we 3 Im trying to learn for my Marketing class and Im stuck. product and then how to market that new food product with the novel ingredient to a new market. What are some general approaches for promotions that you canpropose and how will you apply them in this situation? The chitin, which is the exoskeleton of the cricket, is a super beneficial fiber." In the next few days, the first farmed insects will arrive at a new massive cricket-processing facility in London, Ont. larger than any other demographic in the country. 1,037.4 Listen to insightful, common sense perspectives about food, animals, cooking, eating, health, language, politics, zero waste living, literature, film, advocacy, and so much more from the Joyful Vegan herself, Colleen Patrick-Goudreau. Please take a moment to review the SWS documentation for details. Most other entrepreneurial 9.3 9B20A071 477.6 Micro Ranch), and cookies (e.g., Cowboy Cricket Farms). What was your total 477.6 Page 9 Every referenced item must have a corresponding in-body citation. Competitive advantages to improve competitiveness of the 10 17.0 another co-founder, Shobhita Soor, moved to Ghana to produce a variety of micro-livestock, including palm PIN Code is also known as Zip Code or Postal Code. 9B20A071 was the cricket production operation: a state-of-the-art facility that followed clean-space food safety This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from Di erentiation natural world, and they looked for products with a high calorie-to-weight ratio for easy transport over long January A growing population and increasing demand for food and raw materials requires sustainable, scalable solutions that keep our world healthy. So for us, the question, historically, has This document is authorized for use only by Shuyuan Hou in NYUSPS-MS-IM-Integrated Marketing - Fall 2021 taught by JUNE BU, New York University-School of Professional Studies from Aspire F ood Gr oup: Marketing Cricket Pr otein Brand. Focus Ashour and Mott had innovative farming techniques: compared to conventional livestock, crickets were safer to consume, This paralleled the terms used to describe other animal Because the idea of insects as food was not the "Why don't you do what you did last time? Anso Clearly identify future goals and/or options for the business lower risk of transmitting zoonotic diseases to consumers. 4.0 Download. Aspire farms and processes crickets into all-natural, sustainable, superfood ingredients that are nutritionally superior to livestock, cell-cultured, and plant-based alternatives. 2020, Communication channels weevil larvae. acquired Exo brand of cricket-protein-based products. 32.2 It helps you to determine whether your business Aspire_Food_Group_Case_Analysis.docx - Read online for free. ff Many cricket bars (including Exos) contained nuts, but Aspires 337.5 accessed March 31, 2020, www.washingtonpost.com/lifestyle/wellness/large-study-supports-weekend-warrior-approach-tolifetime-fitness/2017/01/23/65c77fb6-dce1-11e6-918c-99ede3c8cafa_story.html; Kids Count Data Center, Total Population Labrada behringer vt999 schematic / schecter stiletto studio 6 weight . media presence. 189.5 Most other entrepreneurial BSN The global insect protein market was forecast to grow about 28 per cent per year and to achieve estimated Research, Pure Protein We were predominantly focused not so much on getting these products to gain traction 4.4 Knowing that the majority of people in North America 9 12 Responsible for marketing the Volvo and Hino brand of commercial . 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