Strategic Marketing Plan for Streets Ice Cream

This assignment requires you to analyze the current marketing strategies employed by Streets Ice Cream. Your task involves examining their brand positioning, pricing models, promotional campaigns, and distribution channels. You'll need to identify potential challenges facing the brand and propose innovative solutions to enhance its market presence and future success. The analysis should be supported by relevant research and examples.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of Student
Name of the University
Author Note

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Table of Contents
Section 1: Segmentation and Brand Strategy..............................................................................................................................................2
Consumer Segmentation..........................................................................................................................................................................2
Primary and Secondary Target Market....................................................................................................................................................3
Positioning...............................................................................................................................................................................................6
Brand Strategy.........................................................................................................................................................................................9
Section 2: Marketing Objectives...............................................................................................................................................................12
Section 3: Marketing Program...................................................................................................................................................................13
Product Development Plan....................................................................................................................................................................13
Integrated Marketing Communication...................................................................................................................................................14
Advertising........................................................................................................................................................................................14
Promotion..........................................................................................................................................................................................15
Price Promotion.................................................................................................................................................................................16
Section 4: Scheduling, Forecasting and Control........................................................................................................................................16

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Marketing budget...................................................................................................................................................................................16
Marketing schedule................................................................................................................................................................................18
Gantt chart.............................................................................................................................................................................................19
Forecasting...............................................................................................................................................................................................0
Control matrix..........................................................................................................................................................................................0
References....................................................................................................................................................................................................2
Appendix......................................................................................................................................................................................................4

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Section 1: Segmentation and Brand Strategy
Consumer Segmentation
The Streets Ice Cream brand or Paddle Pop is one of the multinational ice cream brands, which is being owned by the British-
Dutch company known as Unilever (Streetsicecream.com.au 2017). The Australians prefer unique taste in their ice creams and the
company is intelligent to segment its target market in a wise manner. The following are the major segments of the ice cream brand-
 Movie buffs (Behavior) - Streets Ice Cream has collaborated with the Disney movies and makes its products accordingly
(Mirel 2014). It has launched dory shaped ice cream, which has fish-shape and has unique taste of gum flavor as well as vanilla
flavor.
 Kids/Teenage (Demographics) - The act of making their ice creams on the basis of characters in Disney movies has created
major interested among kids and hence this is one of the most important market segments. It is also one of the favorites among
the young adults.
 Ice cream lovers (Behavior) - The third target market of the company includes the individuals who are fond of ice cream and
they indulge in ice cream in a frequent manner. They are considered as the regular customers of the brand.
 Lifestyles (Psychographics)- There is a segment of people who indulge in Street Ice Cream for their taste and quality. This
kind of people has an affluent lifestyle in which ice-cream forms a part of the regular diet.

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 Urban (Geography)- The ice cream brand pitches its products across the urban population who are addicted to ice creams
 Social Class (Demographics)- The ice cream brand targets both the high income groups as well as low income groups.
Primary and Secondary Target Market
The primary target market of the company is the kids and teenagers who are extremely fond of ice creams (Kumar et al.
2013). Walls ice cream brand believes in the fact that there should be some high price products which can be afforded by only the
affluent class and there would be other products which are medium-priced. These products can be afforded by the middle class and the
lower middle class segment of the society. The primary target market of the brand includes the urban teenagers as well as the working
class population. The secondary target market of Streets Ice Cream is concerned with the high earning segment that is having a
disposable income.

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Fig: Customer Journey Map for primary target market
Source: Created by author
Fig: Customer Journey Map for secondary target market
Source: Created by author

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Positioning
The positioning of the Walls ice cream is done in a manner that would help in expanding the product line of the company (Oró,
De Gracia and Cabeza 2013). The brand tries to position itself in an economical manner, which provides a wide range of features and
tastes.

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Fig: Positioning Mapping for Walls/Street Ice cream
(Source: Oró, De Gracia and Cabeza 2013)

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The Streets ice cream is positioned in the market as shown in the above positioning map. The quality of the brand is not
premium, yet it is not low. It maintains optimum quality of the ice creams. The company also maintains average pricing strategy,
which makes the brand accessible for all sections of population. The ice cream brand is neither cheap nor expensive and hence a wide
range of customers would be able to afford it.
Streets ice cream aims to create unique selling proposition so that they can penetrate the target market well. The brand’s logo
has red heart and its colorful packaging as well as labeling creates a positive image on the minds of customers (Lee, Wall and Kovacs
2015). The colorful packaging of the company in various forms such as cups, cones, sticks and others have a long lasting image on the
minds of the consumers. The red heart symbol of the ice cream brand reminds of the delicious taste since it has good impulse and the
sweet music of the jingle is also helpful in impressing the customers. The main features of the brand include colorful package, sweet
music in the advertisement, good image and consistent quality. These features help the brand in making a long –lasting image on the
minds of the target market.

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Fig: Colorful packaging of Streets ice cream
(Source: Lee, Wall and Kovacs 2015)
Brand Strategy
The brand strategy of Walls ice cream is indicative of the nature as well as number of brand elements that are applied to the
various kinds of products being sold by the firm (Roper 2016.). When Walls launched its products in the market, then it used a
combination of existing as well as new brand elements. The old elements of the branding included the name of “Paddle Pop”, which
featured the character of the lion (Kumar and Marinova 2017). The new element of branding that was added to the brand was the
magical theme jingle, which was used to attract the number of children. The brand value of the company includes that the brand
promises its target market that they would receive fun, delicious and nutrition, while they purchase the products of the brand. The

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brand slogan is “Stop me and buy one” ensures that the people are persuaded to eat ice cream even when there is no compulsion of
doing that. This slogan also prevents the customer to purchase the other brands of ice cream and persuade them to use Wall’s ice
cream. This makes sure that the customers are loyal to the brand. The brand packaging is also done in a special way in which the
children and the kids are attracted to them (Steenkamp 2017). The romantic love signs indicate that it would be a favorite product
among the teenagers who would love to taste the ice cream while going on romantic dates.
The new brand strategy of the firm includes that it should be place in the “stars” segment of the BCG matrix. The products
should aim for a high market growth rate in the next one year by gaining competitive advantage in the market. The company should
try to incorporate innovative features, which would make the brand stay ahead of its close rivals. The brand should also strive to
maintain its high market share and this can only be done if the company launches attractive features in the ice-creams that would
capture the market. The key messages in the brand strategy would be-
 Increased flavors of ice-creams which would attract a large number of kids and teenagers. Examples- Choc and Orange,
Coconut, Panna Cotta, Raspberry, Vanilla Dream, Swiss Chocolate, Maple Walnut, Pistachio and others.
 Innovative packaging which contains environmental messages, questions and comments, bar codes, constituents, stories, true
facts and others
 Low pricing strategy, which would make it accessible to the kids, who have low amount of money in their pockets
 Increased promotional campaigns which would increase the interaction level with the consumers

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Fig: BCG matrix of Streets Ice cream
Source: Created by author

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Section 2: Marketing Objectives
The marketing objectives are important criteria for determining the road map for doing business in this market segment. The
marketing objectives are based on the environment analysis from the earlier assessment. The following are the important points of the
marketing objectives-
 Expand the target market of the brand by focusing more on the older customer segments, since it has been observed that the
there has been growing ageing population in Australia.
 Launch sugar free variants of the ice cream since it has been observed that there is more demand for healthy food products.
This would also go well with the old age population as many senior citizens are suffering from clinical conditions such as
diabetes and others.
 Market the ice creams in international markets as there is a growth in the global market for ice creams
 More number of promotions in the internet marketing segment especially the social media networking. There should be
dedicated Facebook page, which would focus on the regular updates and the store information. This medium would also enable
the audience to make potential flavor suggestions, prices recommendations and other ways of improving the business.
 Enhance the brand awareness by 50% by becoming a popular brand that offers exciting contests, coupons and others.
 Launch organic ice-creams, which would be favorite among the health seeking customers and the new type of customers who
believe in less consumption of calorie contents.

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 Launch special packages in which the Paddle Pop ice cream can be combined with other varieties such as choc-bars, lolly and
offer them at lower prices.
Section 3: Marketing Program
Product Development Plan
The product mix plan is concerned with the assortment of the products which are being offered to the customers. Paddle Pop
should implement a wide variety of products, which would meet the customer demands. The following is the plan for product mix
management-
1) Proper planning of product portfolio- Paddle Pop would introduce new flavors of ice cream, new variants and new types of
ice cream that would be applicable for a wider target audience. This should be done in an intelligent manner, which would be
based on the results of the market research. The distribution of the products should also be determined so that the company can
deliver its products to a wide variety of target market.
2) Coordinate with the production department- In the instance of the incorporation of the new product line, the company should
ensure that the production capacity is fulfilled while fulfilling the increasing demands of the new products. The production
team should be informed about the new product lines so that they are aware about the new product development.

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3) Consistency for branding purpose- The product mix should be consistent as well as specific. This implies that the customers
should recognize the brand immediately after watching its labels or its advertisements. The advertising message should be
strong enough so that the customer has the ability of recognizing it strongly.
4) Create attractive packaging and labeling- Paddle Pop should feature an innovative design that would cater to the particular
target market. The labeling and design of packaging should be attractive enough.
5) Excellent promotional campaigns in which the brand should focus more on the advertisement features of the company. There
should be more number of customer centric events in which the audiences can be interacted. A large number of road shows and
customer contents should be thrown open in which the customers would have a chance to interact with the company officials.
The brand should also engage in more number of coupons and discount vouchers for the purpose of market penetration in a
short period of time.
Integrated Marketing Communication
The integrated marketing communication plan should be made in conjunction with the marketing activities that would help in
the increase in the visibility of the brand. The following are the integrated marketing communications plan-
Advertising
The objective of the advertising plan is to provide a direction to the company for boosting the sales of the company. This is
also important for the purpose of creation of customer engagement. The advertisement would make the brand more famous, which

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would lead to increased sales of the company. The budget of the marketing plan should be considered and a wide range of advertising
tools should be selected. A wide range of advertising tools should be selected such as social media, hoardings, print media, television
and others, which would help in the long lasting impact on the consumers (Lei, Gong and Wen 2015). It is important to focus on the
keywords of the messages so that there is maximum impact of the same. It is advisable to give maximum attention to the social media
network, since this is a strong media to reach to maximum number of people. It is also important to create the ad message well, so that
a short message can display hundreds of words and values. The evaluation of the campaign results is important, in which it would be
checked if the campaign fulfilled the marketing goals.
Promotion
The company should engage in extensive promotion of the new products as well as existing products in the market (Fuller
2016). The brand should use sales promotion in which there would be certain incentives given to the customers, if they purchase the
products. There can be free trials, samples, coupons and buy two get one free promotion offers. The company can also engage in
public relations in which there should be strong connect with the media and the audience (Bertele et al. 2015). This would help in the
creation of good brand image. There should also be direct marketing campaigns in which there should be catalog marketing,
telemarketing and direct mail to the customer segments.

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Price Promotion
The price promotion of the brand is important for penetrating into the target market in a short span of time. This type of
promotion activities takes place when the companies intentionally reduce the prices of products so that there is an increased sale of the
company (Aydinli, Bertini and Lambrech 2014). There should be early bird offers in which the ice creams would be available at a
cheaper rate in the first few days after its launch. The competitor pricing should be taken into account before deciding the final price
of the items. The company should also engage in offers such as “Buy one get one free” offer, especially in the first few days of
product launch.
Section 4: Scheduling, Forecasting and Control
Marketing budget
Marketing Expense Budget Jan Feb Nov Dec 2009 2010
Advertising $15,000 $15,000 $20,000 $10,00
0
$150,000 $250,000
Catalogs $2,000 $3,000 $2,000 $2,000 $25,000 $28,000
Websites $3,000 $11,800 $8,000 $5,000 $113,300 $125,000
Promotions $0 $0 $15,000 $0 $16,000 $18,000

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Shows $0 $0 $0 $0 $20,200 $22,000
Literature $0 $7,000 $0 $0 $7,000 $8,000
PR $0 $0 $0 $0 $1,000 $1,000
Seminars $1,000 $0 $0 $0 $31,000 $34,000
Service $2,000 $1,000 $500 $250 $10,250 $11,000
Training $5,000 $5,000 $5,000 $5,000 $60,000 $66,000
Other $1,000 $1,000 $1,000 $1,000 $12,000 $15,000
Total Sales and Marketing
Expenses
$29,000 $43,800 $51,500 $23,25
0
$445,750 $578,000
Percent of Sales 6.24% 9.36% 6.77% 3.75% 7.48% 8.82%
Contribution Margin $114,310 $123,238 $80,161 $72,03
5
$913,563 $1,108,926
Contribution Margin/Sales 31.07% 26.33% 10.54% 11.63% 15.3% 16.92%

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Marketing schedule
List of Activities Start Date Duration End Date
Selection of Topic 20-Aug 1 21-Aug
Topic Confirmation 22-Aug 2 24-Aug
Marketing objectives 24-Aug 5 29-Aug
Objective 1 29-Aug 3 1-Sep
Objective 2 7-Sep 10 17-Sep
Strategy 18-Sep 10 28-Sep
Segmentation, targeting and
positioning
29-Sep 5 4-Oct
Promotional mix 5-Oct 5 10-Oct
Test marketing 11-Oct 10 21-Oct
Evaluation of the strategy 24-Oct 1 25-Oct
Amendments 25-Oct 15 9-Nov
Product Launch 09-Nov 1 10-Nov

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Gantt chart
Main activities/ stages Week1 Week2 Week3 Week4 Week 5 Week 6
Marketing objectives 
Objective 1  
Objective 2 
Strategy   
Segmentation, targeting and
positioning
 
Promotional mix  
Test marketing  
Evaluation of the strategy  
Amendments 
Product launch 

Running head: MARKETING AND MANAGEMENT
Forecasting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales
Revenue $30,000 $35,000 $45,000 $50,000 $55,000 $75,000 $87,000 $92,000 $110,000 $142,000 $150,000 $155,000
Cost of goods sold $7,000 $7,000 $8,000 $10,000 $15,000 $16,000 $16,000 $20,000 $21,000 $21,500 $25,000 $27,000
Gross profit 23000 28000 37000 40000 40000 59000 71000 72000 89000 150000 258000 285000
Expenses
Legal fees $1,000 $1,200 $1,800 $2,200 $2,400 $2,800 $3,200 $3,600 $4,000 $4,400 $4,800 $5,200
Motor vehicle
expenses
$5,000 $5,800 $6,500 $7,000 $7,700 $8,400 $9,000 $9,600 $10,500 $11,000 $13,000 $13,800
Postage, telephone
and fax
$5,000 $5,800 $6,400 $6,900 $7,500 $8,000 $8,500 $9,200 $10,000 $11,500 $11,800 $12,600
Stationery $6,000 $7,000 $8,000 $8,200 $9,000 $10,000 $10,250 $10,750 $11,000 $11,800 $12,400 $13,000
Rent $15,000 $15,000 $15,000 $18,000 $18,000 $18,000 $20,000 $20,000 $20,000 $22,000 $22,000 $22,000
Repairs and
maintenance
$7,000 $8,000 $8,500 $9,500 $10,220 $10,800 $11,300 $11,900 $12,600 $12,900 $13,450 $13,700
Security $5,000 $5,000 $5,850 $6,100 $6,350 $6,500 $7,200 $7,500 $7,800 $8,100 $8,300 $8,500
Superannuation $8,000 $8,550 $8,700 $9,000 $9,400 $9,800 $10,250 $10,750 $11,000 $11,500 $12,000 $12,500
Transport/courier
costs
$10,000 $11,000 $12,000 $13,000 $14,000 $15,000 $16,000 $17,000 $18,000 $19,500 $20,000 $21,000
Wages $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000
Workers
compensation
$20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000
Total Expense 102000 107350 112750 119900 124570 129300 135700 140300 144900 152700 157750 162300

Running head: MARKETING AND MANAGEMENT
Control matrix
Expense The organization will have to monitor all their expenses
by setting a limit in the budget. The budget will be divided
on a monthly basis and have to monitored so that the
monthly budget does not exceed the estimated cost.
Advertising The advertising plan is very important for the
sustainability of the organization. The advertising plan has
to be monitored so that the execution of the system can be
identified.
Promotions There are various costs associated with promotion
depending on their type. The conventional form of media
is costly but the online marketing media is cheap. The
monitoring of the monthly promotion will have to be
maintained and the promotional strategy will be monitored
to identify the adversities in the market so the changes
could be made depending on the current market situations.
Training The cost of training and the type of training provided has
to be monitored so that the organization will be able to
understand the effectiveness of the program. Thus, the
organization will be able to understand the changes that
will have to be made to the training and the development
program.

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References
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pp.80-96.
Bertele, K., Feiereisen, S., van Laer, T. and Storey, C., 2015. It's Not What You Say, It's the Way You Say It! The Role
of Tropes for the Effective Promotion of New Services.
Fuller, G.W., 2016. New food product development: from concept to marketplace. CRC Press.
Kumar, S.R. and Marinova, S.T., 2017. 8. Value branding in emerging economies as a social dimension in the Indian
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Mirel, D., 2014. Cagan Crossings: Cagan Crossings transformed a formerly overlooked area four miles west of Walt
Disney World into a bustling and thriving community. Journal of Property Management, 79(6), pp.32-34.
Oró, E., De Gracia, A. and Cabeza, L.F., 2013. Active phase change material package for thermal protection of ice
cream containers. International Journal of Refrigeration, 36(1), pp.102-109.

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Roper, S., 2016. Branding the entire entity. The Routledge Companion to Contemporary Brand Management, p.354.
Steenkamp, J.B., 2017. Global Brand Strategy: World-wise Marketing in the Age of Branding. Springer.
Streetsicecream.com.au. (2017). Share Happy. [online] Available at: http://www.streetsicecream.com.au [Accessed 11
Oct 2017].