Marketing Principles: Prom Coast Ice-cream Marketing Strategy and Planning

MARKETING PRINCIPLES
Part B
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Table of Contents
Introduction................................................................................................................................1
The brand...................................................................................................................................1
Brand values...........................................................................................................................1
Positioning..............................................................................................................................1
Unique selling preposition......................................................................................................2
Marketing objectives..................................................................................................................2
Marketing strategies...................................................................................................................3
Product offering......................................................................................................................3
Price........................................................................................................................................3
Place.......................................................................................................................................4
Promotion...............................................................................................................................4
Physical evidence...................................................................................................................5
People.....................................................................................................................................5
Processes.................................................................................................................................5
Marketing budget.......................................................................................................................6
Schedule for implementing the strategy.....................................................................................6
Evaluation..................................................................................................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

Introduction
The operations and activities of the company have no meaning and direction without
marketing planning. Further, there will be no management procedure pursuit goals and thus,
marketing planning is being regarded as the most vital aspects in the modern marketing. The
main aim of the current study is to discuss the marketing strategy and planning of Prom coast
ice-cream which is developing a new range of products for dairy, non-diary and gluten
intolerant customers (Czinkota and Ronkainen, 2012). Prom coast ice cream is an ice cream
manufacturing industry being located in Toora, Victoria. The business was to grow and desire
to open more outlets in Melbourne. The research report will develop a marketing plan
including marketing objectives, strategies, budget, marketing activities implementation
schedule and evaluation and control. Further, positioning as well as unique selling
propositions will also be discussed effectively in the current report.
The brand
Brand values
A brand is nothing but an intangible asset of the business that supports the firm in
differentiating amid its book value and market value. Brand value is referred to the brand
equity (Ansari and Riasi, 2016). Speaking in relation with the Prom Coast Ice-cream and
Sorbet, it is an award-winning manufacturer of small batch ice cream which is based near
Wilsons Promontory. The brand solely believes in refining the flavours and recopies so as to
grow continuously. The brand is being inspired by the things that all are lucky enough to see
each and every day i.e. the natural wonder of Wilson’s promontory (Butcher Baker & CO,
2018). Further, the brand also offers two varied kinds of benefits to its customers. First, ice-
creams and sorbet being offered by them are of great taste, innovative, dairy, non-diary and
gluten free. Secondly, the brand is also a cool friend and adventure partner for its customers.
Positioning
Positioning is defined as a place where a brand occupies in the intellects of people. It
also reflects the ways the brand is distinct from other competitors in the market. It is quite
important for Prom Coast Ice-cream and Sorbet to decide on the main areas that they will
concentrate so that they can compete in the market effectively. There are many strategies
which can be used by the firm for effectively positioning in the market. However, they
decided to consider more towards the quality of their products (Twomey, 2015). Prom Coast
Ice-cream had a belief that quality positioning strategy will help them in differentiating
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themselves from other players in the same market. They make use of simple egg-free base,
fresh milk and genuine flavours to develop a smooth creamy texture as their attributes of
selling quality products. Considering this, the positioning strategy that will be adopted by the
firm will be high prices for premium ice-creams and low prices with high quality for seasonal
as well as regional ice-cream (Hollensen, 2010).
Unique selling propositions
Speaking in volume about unique selling proposition, it is being referred to a factor
that helps in differentiating a product from other rivalry firms in the market. It can be of
many types such as highest quality, monopoly in the market, lowest costs etc. Thus, it can be
said that USP is one which is not possessed by any other firms in the market (Harrell, 2011).
In the current case, the unique selling proposition of Prom Coast Ice-cream is being honest to
goodness, real flavoured ice-cream, sorbets and vegan-friendly coco-creams. In addition to
this, the firm makes use of simple egg free as their ice-cream base, milk from Gippsland cows
and genuine flavours. The products are gluten free and dairy free which makes the brand
different from other competitors.
Marketing objectives
Marketing objectives are defined as the goals being established by the firm at the time
of promoting their products as well as services to the target market. These objectives should
be realised within a stipulated period of time. In other sense, they can also be referred to
marketing strategies being set for achieving the overall objectives of the firm (Payne, 2012).
There are many kinds of objectives Prom Coach Ice-cream & Sorbet can pursue their
specified product such as increasing the awareness of its products among its target customers,
offering data in regards with the characteristics of the product, decreasing the resistance of
people to purchase the goods etc. In addition to this, while setting marketing objectives, it is
also essential for Prom Coach Ice-cream to consider the SMART approach so as to reap out
better results and effective achievement of the set goals. Some of the important marketing
objectives of the company are being described underneath:
 To increase sales of the company by 20% within one year;
 To increase 50% fan following on social media by the end of third quarter;
 To introduce seasonal flavors in every season so that the product offering increases by
20% at the end of the year;
 To increase customer reach by incrementing advertising budget by 15% during peak
season;
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