Marketing Strategy Plan Assignment

Added on - 18 Sep 2019

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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMName1
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMContentsExecutive Summery.....................................................................................................................................4Product........................................................................................................................................................5Background..............................................................................................................................................5General Description.................................................................................................................................5Target Country.........................................................................................................................................6Situation Analysis........................................................................................................................................7Macro Environment.................................................................................................................................7Cultural Factors supporting ICE DREAMS in Dammam............................................................................7Economic Factors.....................................................................................................................................8The Profile of consumers.........................................................................................................................8Micro Environment..................................................................................................................................8Competitors.............................................................................................................................................9Customers.............................................................................................................................................10Characteristics.......................................................................................................................................10Cultural values and their integration with the product.........................................................................11Social profile of Dammam.....................................................................................................................11Personal Profile of Dammam.................................................................................................................12Psychological Profile of the customer Group.........................................................................................12SWOT Analysis...........................................................................................................................................13Strengths:..............................................................................................................................................13The advantage of place......................................................................................................................13Weaknesses:......................................................................................................................................13Opportunity:......................................................................................................................................13Threats...............................................................................................................................................14Key issues..........................................................................................................................................14Marketing Strategy....................................................................................................................................15Segmentation........................................................................................................................................15Demographic Details.............................................................................................................................16Geographic Details................................................................................................................................162
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMPsychographic Details............................................................................................................................17Behavioral Aspects................................................................................................................................17Targeting...............................................................................................................................................17Differentiation.......................................................................................................................................17Branding................................................................................................................................................18Positioning.............................................................................................................................................18Marketing Tactics..................................................................................................................................18Product..................................................................................................................................................18Price.......................................................................................................................................................19Distribution............................................................................................................................................19Integrated Marketing communication...................................................................................................19Summery...................................................................................................................................................19Bibliography...............................................................................................................................................20Bibliography...............................................................................................................................................213
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMExecutive 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”In the city of Dammam. 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 Dammam certainly needs more youthful ice creambrands that can cater to the people who are on a field day.Our endeavor is an attempt toovercome the limitation of time and space associated with the business of the ice cream. It is amodern day reincarnation of a traditional candy man with more equipment and businessopportunities.4
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM[ CITATION Lau12 \l 1033 ]ProductBackgroundWhen 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 dreams5
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMAt the beginning of this report, we mentioned our vision that we wish to promote an ice creamparlor where people can enjoy regular beverages like tea, coffee, cola, lemonade and Lassi inthe form of an ice cream.Target CountryUnited Arab Emirate is our target country and in the beginning, our Key focus area will remainDammam. United Arab Emirate is thecountry, which can be considered as the “ royalcustomers of the world”. If your offerings have quality, if they are unique then people are readyto pay any price. People in Dammam also show these characteristics in the terms of buyingimpulses. However, when we look at it from another perspective then we find that a bigpopulation is Dammam belongs to service class. In the terms of marketing strategy, UAE is acountry where people love to enjoy brand loyalties. Entering with a new brand, especially an icecream van selling ice creams can be a challenging task. It is an Islamic country where religiousbooks set the law for the country. Right from marketing plans to the publicity materials,everything should be in accordance with the Islamic laws. We would like to explain it with thehelp of an example, Barbie doll has a different image in entire world where they are projectingit as a SASHA doll, however, when they designed the same doll for UAE and Islamic countriesthen they changed the perception related to this doll completely and made it an ideal Islamabiding girl.[ CITATION Vol55 \l 1033 ]6
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