Graeter’s Ice Cream: Marketing Mix, Brand Extension, and Perspectives

This case study examines Graeter’s Ice Cream as a viable small business, highlighting its commitment to employees and effective use of the marketing mix. Graeter's focuses on quality dairy products from hormone-free cows and utilizes various promotional tools, including local advertising, radio ads, social media, and electronic couponing. The company maintains a unique manufacturing process and values its employees and family members. The analysis suggests that Graeter's could explore strategic alliances with competitors for brand extension opportunities. The study references academic sources to support its analysis of Graeter's marketing strategies and potential future growth.

GRAETER’S ICE CREAM
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5. PERSPECTIVES OF GRAETER’S AS A SMALL BUSINESS INCLUDING THE
MARKETING MIX AND ADDRESSING WAYS HOW IT COULD CONSIDER
OTHER BRAND EXTENSION
Graeter’s ice cream as a small business is a viable one which has effectively understood the
significance of ensuring long term survival. It is a business which is more concerned towards its
employees and has flexible hour’s plans and benefits for them including car plans, discounted
lunches, profit sharing and so on (Ferguson et al., 2016).
The marketing mix elements utilized by Graeter’s are its dairy products which are made from
hormone-free cows and thus offers quality products. The promotion used by Graeter involves a
range of tools such as local advertising, radio ads, the point of sales, billboards, and print ads
and so on (JAIN, 2017). Apart from these it also utilizes non-traditional promotion methods
which involve the use of social media and the electronic couponing (Ferguson et al., 2016).
Talking about the process element in marketing mix it utilizes a unique manufacturing process
to produce its signature ice cream flavours ensuring quality, flavour and texture. Graeter is
blessed with a strong team of people as original founders and its employees and family
members that operate the business as an equal partnership. Packaging another element of the
marketing mix of Graeter involves the packaging with hands (JAIN, 2017).
Another brand extension options that Graeter can consider after it has stopped maintaining few
franchise operations it can go for strategic alliances with its competitors that which would help
it in extending its brand as well and would benefit from the competitor’s brand name as well
(Ferguson et al., 2016).
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REFERENCES
Ferguson, G., Lau, K.C. and Phau, I., 2016. Brand personality as a direct cause of brand
extension success: does self-monitoring matter?. Journal of Consumer Marketing, 33(5),
pp.343-353.
JAIN, M.K., 2017. An analysis of the marketing mix: 7Ps or more. International Journal of
Advance Higher Education Research & Development, 1(7).
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