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Marketing Strategy Plan Assignment

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Added on  2019-09-18

Marketing Strategy Plan Assignment

   Added on 2019-09-18

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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMName 1
Marketing Strategy Plan Assignment_1
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
Marketing Strategy Plan Assignment_2
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
Marketing Strategy Plan Assignment_3
Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAMExecutive Summery “Life 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 quotable quote. 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 "Archie Andrews" and his gang enjoying life in the "Pops Ice cream Parlor." The moral of the story is very simple. Ice cream is not a taste alone it is an ambiance, it is a culture it is a memory associated with a sweet moment.Now let us move back to the challenges of a Candy man, Candy man or a moving ice cream parlor often finds it difficult to grab the attention of the masses because it is too small. In addition, 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 various challenges 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 to overcome the limitation of time and space associated with the business of the ice cream. It is a modern day reincarnation of a traditional candy man with more equipment and business opportunities. 4
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM[ CITATION Lau12 \l 1033 ]Product Background When we check out the possibilities attached to an ice cream parlor then we find that they are also 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 ice cream 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, we need 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 two important needs of the customers, first, they are getting a variety of new flavors of the ice cream along with the regular flavors and second they are getting it at a place where it is least expected, it means we are adding the continence of place into our offering as well. [ CITATION Haw69 \l 1033 ]General Description Let us first talk about the place of sale, “Ice Dreams” will sell its ice creams in a convertible truck, we will decorate it tastefully and accommodate a deep freeze in it where we will store these ice creams. One side of the truck will have this sales counter and two other sides of the truck will have shelves where we will display the variety of ice creams that we are offering. One on the side we will depict our candies.Candies offered by Ice dreams 5
Marketing Strategy Plan Assignment_5
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 cream parlor where people can enjoy regular beverages like tea, coffee, cola, lemonade and Lassi in the form of an ice cream. Target CountryUnited Arab Emirate is our target country and in the beginning, our Key focus area will remain Dammam. United Arab Emirate is the country, which can be considered as the “ royal customers 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 buying impulses. However, when we look at it from another perspective then we find that a big population is Dammam belongs to service class. In the terms of marketing strategy, UAE is a country 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 religious books 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 the help of an example, Barbie doll has a different image in entire world where they are projecting it as a SASHA doll, however, when they designed the same doll for UAE and Islamic countries then they changed the perception related to this doll completely and made it an ideal Islam abiding girl. [ CITATION Vol55 \l 1033 ]6
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