Premium Packaged Ice: Catering to Household and Commercial Needs | Marketing Strategy

In this document we will discuss about Catering to Household and Commercial Needs and below are the summary points of this document:- Company expanding customer base by manufacturing packaged ice for both households and commercial use Target market includes various age groups, with emphasis on 25-34 and 35-45 age groups Competitors in the ice manufacturing industry target customers of all ages, liquor shops, grocery stores, restaurants, etc.

RUNNING HEAD: Marketing 0
Marketing

Marketing 1
The company makes and sells packaged ice. Earlier the company used to sell ice to
commercial users like restaurants, supermarkets, and food distributors. It has decided to
expand its customer base and comprised customers.
Target market: The company is going to manufacture small cubs and large blocks of ice for
both household and commercial use. It is going to target customers as per various age groups.
The age group of 16-24, youth and young professional group, professionals 25-34, 35-45 and
aged 45+ are likely to purchase packed ice. The company can focus the most on 25-34 and
35-45 age groups. It is because this age group is the most powerful in terms of spending and
has established their lifestyle in terms of money and children (Aghdaie & Alimardani, 2015).
The rich section seems to be interested in looking at high quality packaged ice. It will help in
distinguishing the product itself. Especially households are more likely to look at packaged
ice as most of the grocery shopping is done by them. Women are more anticipated to express
themselves in terms of quality and share ideas with others. It also creates ‘world of the
month’ and the packed ice can catch customers. The target sector looks promising as the
future forecasting shoes.
Competitor targets: The company will have competitors in the United States. The ice
manufacturing industry of US is significant and comprises Arctic Glacier Inc., Brookline Ice
Co., Acme Ice Co, Reddy Ice, and Home City Ice. There are also significant numbers of the
retails stores which provide ice of different brands (Dolnicar, Grün & Leisch, 2018)). Such
product competes with the major number of the customers. The competitor companies have
also developed their products and adapted concepts throughout the years. A number of
franchises are thriving in the ice manufacturing industry. It has increased popularity in the
major consumer markets of the United States. The competitor companies target to the
customers of every age, liquor shops, grocery stores, restaurants and more. Such companies
are capable of covering a large segment of the customers (Payne, Frow & Eggert, 2017).
A value proposition: The company focuses on its fundamental business and in the business of
manufacturing and marketing a premium product. The value proposition is basically a
promise of value to be delivered. The company is going to redefine how ice is stored and
dispensed (Chandler & Lusch, 2015). It can even create value by offering safe ice for
consumers. The safety and health are not going to be only the benefit parameters for the
customers. It could even offer financial benefits which result from increased efficiency,
reduced energy usage and ease of cleaning. The financial benefits also result from the

Marketing 2
increased customer satisfaction due to the ice quality and efficiency. The ice served by the
company is consistent, never stale crushed and frozen around the auger. It can gain credibility
by offering ice in the unique forms. The ice will be made available in different shapes and
colors.
Conclusion
The target market of the company is capable of generating sales along with the revenue. The
target market covered by the competitors is same for the company. The rich section is often
seen interested in considering at high quality packaged ice. It will assist in differentiating the
product. The company has even attained value proposition by offering safe and crystal clear
ice.

Marketing 3
References
Aghdaie, M. H., & Alimardani, M. (2015). Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of
Operational Research, 24(3), 262-278.
Chandler, J. D., & Lusch, R. F. (2015). Service systems: a broadened framework and research
agenda on value propositions, engagement, and service experience. Journal of Service
Research, 18(1), 6-22.
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), 467-489.