Marketing Strategy Plan for Ice-cream in Cambridge

Added on - 18 Sep 2019

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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGEName1
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGEContentsExecutive Summery.....................................................................................................................................4Product........................................................................................................................................................6Background..............................................................................................................................................6General Description.................................................................................................................................6Target Country.........................................................................................................................................7Situation Analysis........................................................................................................................................7Macro Environment.................................................................................................................................7Cultural Factors supporting ICE DREAMS in Cambridge...........................................................................8Economic Factors.....................................................................................................................................8The Profile of consumers.........................................................................................................................9Micro Environment..................................................................................................................................9Competitors...........................................................................................................................................10Customers.............................................................................................................................................11Characteristics.......................................................................................................................................11Cultural values and their integration with the product.........................................................................12Social profile of Cambridge....................................................................................................................12Personal Profile of Cambridge...............................................................................................................12Psychological Profile of the customer Group.........................................................................................13SWOT Analysis...........................................................................................................................................13Strengths:..............................................................................................................................................13The advantage of place......................................................................................................................13Weaknesses:......................................................................................................................................14Opportunity:......................................................................................................................................14Threats...............................................................................................................................................15Key issues..........................................................................................................................................15Marketing Strategy....................................................................................................................................16Segmentation........................................................................................................................................16Demographic Details.............................................................................................................................17Geographic Details................................................................................................................................172
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGEPsychographic Details............................................................................................................................17Behavioral Aspects................................................................................................................................17Targeting...............................................................................................................................................18Differentiation.......................................................................................................................................18Branding................................................................................................................................................18Positioning.............................................................................................................................................18Marketing Tactics..................................................................................................................................18Product..................................................................................................................................................19Price.......................................................................................................................................................19Distribution............................................................................................................................................19Integrated Marketing communication...................................................................................................20Summery...................................................................................................................................................20Bibliography...............................................................................................................................................213
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGEExecutive SummeryLife is like an ice cream, enjoy it before it melts.” What they have said about ice cream is true.Our endeavor “Ice Dream” is a product derived from the essence of this very famous quotablequote. We all have sweet memories of a candy man delivering ice creams right at our doorstepsor around playing grounds etc.Then when we became teenager then we transported ourselves to the world of "ArchieAndrews" and his gang enjoying life in the "Pops Ice cream Parlor." The moral of the story isvery simple. Ice cream is not a taste alone it is an ambiance, it is a culture it is a memoryassociated with a sweet moment.Now let us move back to the challenges of a Candy man, Candy man or a moving ice creamparlor often finds it difficult to grab the attention of the masses because it is too small. Inaddition, storage is a big problem for him because he cannot scale up his business.Current marketing proposal belongs to the establishment of our maiden Venture “ICE DREAMS”near Cambridge city. Here we are attaching a marketing strategy plan that deals with variouschallenges and opportunities associated with our business idea.During our observations, we figured out that Cambridge certainly needs more youthful icecream brands that can cater to the people who are on a field day.Our endeavor is an attemptto overcome the limitation of time and space associated with the business of the ice cream. It isa modern day reincarnation of a traditional candy man with more equipment and businessopportunities.4
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE[ CITATION Lau12 \l 1033 ]5
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGEProductBackgroundWhen we check out the possibilities attached to an ice cream parlor then we find that they arealso stuck with this limitation of place. It is true that groups will visit an ice cream parlor,however; this place has a limiting factor attached to it because it is confined to an area and icecream is not something that you prefer to take on a day-to-day basis.This study of consumer behavior and existing needs forced us to draw two conclusions. First,we need a moving ice cream parlor and second, weneed to introduce a USP in our offerings.This is why here we are promoting the idea of “Ice Dream.” As a product it caters to twoimportant needs of the customers, first, they are getting a variety of new flavors of the icecream along with the regular flavors and second they are getting it at a place where it is leastexpected, it means we are adding the continence of place into our offering as well.[ CITATION Haw69 \l 1033 ]General DescriptionLet us first talk about the place of sale, “Ice Dreams” will sell its ice creams in a convertibletruck, we will decorate it tastefully and accommodate a deep freeze in it where we will storethese ice creams. One side of the truck will have this sales counter and two other sides of thetruck will have shelves where we will display the variety of ice creams that we are offering. Oneon the side we will depict our candies.Candies offered by Ice dreams6
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