Gelato Shop Marketing Plan

The assignment is about creating a marketing plan for a gelato shop in Canberra region. The plan involves analyzing the ice cream industry in the region, identifying target markets, and developing strategies for product, pricing, location, promotion, and PESTLE analysis. The ideal location for the business would be Belconnen or Canberra Central, which have a high demand for ice creams due to their climate and demographics. The marketing strategy includes offering a variety of products, including home-based tubs and premium range ice creams, with competitive pricing. Promotion will be done through tie-ups, market campaigns, social media, and direct marketing. The PESTLE analysis indicates that the political, economic, social, technological, environmental, and legal factors are all favorable for investing in a gelato shop in Canberra region.

Gelato shop
Marketing Plan
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Marketing Plan 1
Gelato Shop (Name: GoldenSpoon)
Introduction
As a background, Gelato is a quite a famous ice cream & when its blended with the region
like Canberra it will be able to derive success within a short span of time. It was during a
travel experience in the Canberra region, opening up of the ice cream shop looked lucrative.
We did an in-depth analysis of the Gelato ice creams launch I Canberra region related to
target region, ice cream industry in the region, the investment being made, sizing, competitor
analysis & favorable PESTLE conditions supporting the expansion of ice cream brand in the
region.
Ice Cream Stores Industry
Ice cream industry is growing sharply within the span of five years & it has resulted in the
increase in employment opportunities along with growth splurge in the industry. It is
projected that ice cream market will grow over the span of 10 years at the rate of 2.6%, which
is greater than country’s GDP 2.5%. Hence ice cream industry has a rate of growth as of the
country GDP. There has been a downward trend in the prices of water, cream & sugar &
hence generating a high profits margins. In order to expand one needs to analyze a suitable
location, stores designing & can be open within a small square feet zone as well (El‐Nagar,
2005).
Situation Analysis
The purpose of this assignment is to find out an in-depth market study of the ice cream
industry in the Canberra region. This came to my studies & findings while traveling in
Canberra due to the erratic climate conditions & seeing ice cream being extremely popular

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among the people after cola & water etc. This came as a striking opportunity to target &
expand in this Canberra region due to the existence of fewer competitors prevalent &
growing market trend of 2.6% which is equal to country’s GDP. Other sectors were also
considered to target, but ice creams industry looked extremely lucrative option after studying
other markets & doing competitor, market analysis. Corresponding to the growing economy,
observed since last 10 years ice cream industry looked quite stable without getting affected
by any internal or external factors & splurging at a steady rate.
Industry Analysis & Industry Trends
The Ice Cream is growing sharply & recorded a growth of 10.3% in the last 5 years. Industry
revenue is growing by 6.0% in 2016-17 & touched $997.4 million. The demand has splurged
& have gained demand for industry products, especially in premium, exotic, per scoop served
segments etc. Last five years have been successful for the ice cream manufactures which
provide premium, gourmet gelato ice cream products. Even with the health awareness &
change in lifestyle changes consumer still prefers home tub then per scoop served & other
ranges of ice creams (Erickson, 2006).
Industry Report - Industry Products
Ice cream Industry operator’s manufacture which bifurcates the division into designing,
serving size and quality. Industry products are divided into five categories: take-home tubs,
take-home multi-packs, premium take-home tubs, unpackaged scoop-and-serve products, and
individually packaged products. Take-home tubs hold largest share in the industry which are

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available at low prices & mainly purchased from large stores. Peters, Streets Blue Ribbon,
and Bulla are a top seller. Last 5 years there has been no change in growth.
Competition Situation
Currently as per the competitor profiling analysis the Take home Tubs hold highest market
share of 33% after which Take Home Multi Packs follows at the market captured 23%, Third
comes Take home premium tubs market & captures 20.5% of the market, Fourth is
unpackaged scoop & serve which captures 16.5% share & then last is the individually
packaged products which hold 7% of the total market. Together with the 5 segments, the
market is valued at $637.8 million worth.
In terms of market competitors, PETERS holds a 37% of market share, after which Unilever
Australia comes & holds a 27.8% of market share after this Regal holds the market share at
11.6% & finally Dairy Bell at 7.7% of market share. Other also contributes to 15% of market
share which is mainly branded & unbranded ice cream stores.
Consumer Trends
Even with the change of lifestyle preferences or health conscious people ice creams are still
demanded with any changes. From kids to old age people, all favor ice creams & one can

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conclude from the trend of 2.6% which is growly steadily. The normal large family prefers a
home tub, home tub multi-packs while youngsters or kids or teenagers will choose per scoop
services. It is also noted high-class people or with a higher income prefers a premium range
of ice creams.
Location for the business in Canberra and Target a specific target.
The ideal location will be Belconnen which was first developed in Canberra & has 25
suburban planned in that area. Climate looks ideal & favorable to sell ice creams as it reaches
the hottest peak at 42 C. People will demand more ice creams in such temperatures. The next
target as per the geography & demographic statics the region preferred is Canberra Central
which also has equal to 25 suburban & is the posh place to set , targeting a large customer
database. Densely populated near the areas such as R G Casey Building, John Gorton
Building & also preferred location will near the office goers, shopping malls or nearby the
school/colleges institutional areas.
Marketing Strategy
Marketing plan
Product
One should include all the products from home based tubs to premium range ice creams.
Take home tubs & Multi-tabs are best sellers & should be included along with ice cream
scoops of different flavors.
Pricing

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Should be consumer affordable & should include all the variety of ice cream from the high
tub to premium & exotic range of ice creams. Pricing for normal tubs & home based tubs will
be priced as per the market. But, per ice cream scoops or including their ranges of ice cream
such as fudges & shakes can also help in generating revenues.
Location
It can target stalls, open parlors, tie-ups with the groceries & supermarkets. One should
choose the location which is densely populated & open in such locations. After this can target
other suburban regions.
Promotion.
Through tie-ups, aggressive market campaigning, social media network & through direct
marketing such as newspaper advertisements, magazines, TV or radio etc. can help in gaining
more visibility & better coverage of the brand (Kirzner, 2010).
PESTLE analysis
Ice creams are preferred & favorable among any generation or age groups. While scoping the
market for ice cream one should always conduct the market analysis of the brand.
Political
Politically Canberra region is stable. All the influential government bodies or regulatory
bodies favors investments & there will be as such no barriers or challenges.
Economic

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All the economic factors are quite favorable for the growth of the Gelato in this region.
Globally or regionally its will not affect brand since even in the extreme market volatility
Canberra region will not get affected due to the strong domestic economic factors prevalent.
Social
All the social, demographic factors, lifestyles implementation or health is favorable to invest
into Ice cream shop in Gelato.
Technology
The technology to freeze, make ice creams, generate in large volume or use market efficient
technology is quite favorable to produce & market large quantities. Technology wise it's
supportive to invest in Gelato Shop in Canberra.
Environmental
Weather conditions & climate is supportive of ice cream industry.
Legal
A legal region like Canberra is quite stable since it’s governed by the Australian law.
Ethically & doing business-wise, it’s a very opportunistic economy to invest into & expand.

Marketing Plan 7
References
El‐Nagar, G., Clowes, G., Tudoricǎ, C. M., Kuri, V., & Brennan, C. S. (2005). Rheological
quality and stability of yog‐ice cream with added inulin. International Journal of Dairy
Technology, 55(2), 89-93.
Erickson, D., Pryde, E. H., Brekke, O. L., Mounts, T. L., & Falb, R. A. (2006). Handbook of
soy oil processing and utilization. American Soybean Association, 4.
Kirzner, I. M. (2010). Austrian economics. Austrian Economics: Tensions and New
Directions, 85.