A Marketing Strategy Plan for Ice Dreams in Cambridge, United Kingdom

This report details a comprehensive marketing strategy plan for 'Ice Dreams,' an ice cream venture targeting Cambridge, UK. It begins with an executive summary highlighting the product's concept as a modern, mobile ice cream parlor catering to the local market's preferences. The report includes a situation analysis examining the macro and micro environments, cultural and economic factors, and consumer profiles. It assesses the competitive landscape and identifies key issues. The marketing strategy section outlines segmentation, targeting, differentiation, and positioning, along with detailed marketing tactics for product, price, distribution, and integrated marketing communication. The report emphasizes the importance of understanding consumer behavior, adapting to the local culture, and leveraging the city's vibrant consumer profile. The aim is to establish Ice Dreams as a successful brand in the competitive Cambridge market.

Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Name
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Contents
Executive Summery.....................................................................................................................................4
Product........................................................................................................................................................6
Background..............................................................................................................................................6
General Description.................................................................................................................................6
Target Country.........................................................................................................................................7
Situation Analysis........................................................................................................................................7
Macro Environment.................................................................................................................................7
Cultural Factors supporting ICE DREAMS in Cambridge...........................................................................8
Economic Factors.....................................................................................................................................8
The Profile of consumers.........................................................................................................................9
Micro Environment..................................................................................................................................9
Competitors...........................................................................................................................................10
Customers.............................................................................................................................................11
Characteristics.......................................................................................................................................11
Cultural values and their integration with the product.........................................................................12
Social profile of Cambridge....................................................................................................................12
Personal Profile of Cambridge...............................................................................................................12
Psychological Profile of the customer Group.........................................................................................13
SWOT Analysis...........................................................................................................................................13
Strengths:..............................................................................................................................................13
The advantage of place......................................................................................................................13
Weaknesses:......................................................................................................................................14
Opportunity:......................................................................................................................................14
Threats...............................................................................................................................................15
Key issues..........................................................................................................................................15
Marketing Strategy....................................................................................................................................16
Segmentation........................................................................................................................................16
Demographic Details.............................................................................................................................17
Geographic Details................................................................................................................................17
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Psychographic Details............................................................................................................................17
Behavioral Aspects................................................................................................................................17
Targeting...............................................................................................................................................18
Differentiation.......................................................................................................................................18
Branding................................................................................................................................................18
Positioning.............................................................................................................................................18
Marketing Tactics..................................................................................................................................18
Product..................................................................................................................................................19
Price.......................................................................................................................................................19
Distribution............................................................................................................................................19
Integrated Marketing communication...................................................................................................20
Summery...................................................................................................................................................20
Bibliography...............................................................................................................................................21
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Executive Summery
“Life is like an ice cream, enjoy it before it melts.” What they have said about ice cream is true.
Our endeavor “Ice Dream” is a product derived from the essence of this very famous quotable
quote. We all have sweet memories of a candy man delivering ice creams right at our doorsteps
or around playing grounds etc.
Then when we became teenager then we transported ourselves to the world of "Archie
Andrews" and his gang enjoying life in the "Pops Ice cream Parlor." The moral of the story is
very simple. Ice cream is not a taste alone it is an ambiance, it is a culture it is a memory
associated with a sweet moment.
Now let us move back to the challenges of a Candy man, Candy man or a moving ice cream
parlor often finds it difficult to grab the attention of the masses because it is too small. In
addition, storage is a big problem for him because he cannot scale up his business.
Current marketing proposal belongs to the establishment of our maiden Venture “ICE DREAMS”
near Cambridge city. Here we are attaching a marketing strategy plan that deals with various
challenges and opportunities associated with our business idea.
During our observations, we figured out that Cambridge certainly needs more youthful ice
cream brands that can cater to the people who are on a field day. Our endeavor is an attempt
to overcome the limitation of time and space associated with the business of the ice cream. It is
a modern day reincarnation of a traditional candy man with more equipment and business
opportunities.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
(Weiss, 2012)
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Product
Background
When we check out the possibilities attached to an ice cream parlor then we find that they are
also stuck with this limitation of place. It is true that groups will visit an ice cream parlor,
however; this place has a limiting factor attached to it because it is confined to an area and ice
cream is not something that you prefer to take on a day-to-day basis.
This study of consumer behavior and existing needs forced us to draw two conclusions. First,
we need a moving ice cream parlor and second, we need to introduce a USP in our offerings.
This is why here we are promoting the idea of “Ice Dream.” As a product it caters to two
important needs of the customers, first, they are getting a variety of new flavors of the ice
cream along with the regular flavors and second they are getting it at a place where it is least
expected, it means we are adding the continence of place into our offering as well.
(Hawkins, 1969)
General Description
Let us first talk about the place of sale, “Ice Dreams” will sell its ice creams in a convertible
truck, we will decorate it tastefully and accommodate a deep freeze in it where we will store
these ice creams. One side of the truck will have this sales counter and two other sides of the
truck will have shelves where we will display the variety of ice creams that we are offering. One
on the side we will depict our candies.
Candies offered by Ice dreams
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
At the beginning of this report, we mentioned our vision that we wish to promote an ice cream
parlor where people can enjoy regular beverages like tea, coffee, cola, lemonade and Lassi in
the form of an ice cream.
Target Country
The United Kingdom is our target country and in the beginning, our Key focus area will remain
Cambridge. The United Kingdom is the country, which can be considered as the pioneer in the
world of commercialization of Tea and Coffee. They can be treated as the first official traders of
the two. This is why currently the UK has a strong culture of Tea and coffee; however, unlike
their American counterparts, they still prefer it in its classical Avatar. With the help of a classical
coffee or tea mug like packaging, we would try to retain this classical element intact in our
offerings under the brand “Ice Dreams.”
(Vol 8-9, 1955)
Situation Analysis
Macro Environment
When we check out the macro environment of the market in Cambridge then we find that here
they have clubbed ice creams with frozen desserts and prefer to sell them in family packs. The
culture of sharing an ice cream on a pavement is still catching up with students. Some
anthropologists have termed it as an American influence.
Big companies like UNILEVER have a strong presence in the market. During the study of the
macro environment, we also figured out one very interesting fact that people in Cambridge
believe that variety is the spice of life. This is why the category of ice creams and other frozen
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
desserts have more than 77 local and international players supplying for the various needs of
the taste buds of the people living in Cambridge.
(Jose F.P.Santos, 2015)
Cultural Factors supporting ICE DREAMS in Cambridge
Here at ICE DREAMS we are designing our products on two levels, we are packaging them with
a British twist, however, we are offering them with an ease of fast food culture developed by
the USA. When we check out the immediate culture of Cambridge then we find three
generations of people, the first generation is the local residents of Cambridge, and they are very
well settled in the life and follow their brand loyalties religiously. In the initial phase, ICE
DREAMS is not targeting this segment at all.
ICE DREAMS is also relying on the student population that is residing in the city. Students love
their ice creams and sometimes they prefer to have ice cream during peak winter season as
well.
Economic Factors
With a passage of time, the economy of Cambridge is shifting gears; it is the same with the flow
of the retail industry as well. In general IT industries, education sector establishments and
tourism, the economic atmosphere of Cambridge are very nice for business, it is a town where
people enjoys a higher educational level. This educational level translates into higher income
levels and this higher-level income level promotes economic activity big time. It also indicates
that people have disposable income and they are keen to spend it.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
The Profile of consumers
Approximately thirty percent of the population of Cambridge is consists of students. Most of
these students are residing in various pockets of the city. Some of them are placed in the
hostels of the universities and colleges. Cambridge also has its own share of tourist spots. This
city also hosts two trade fairs. This is why we can describe it as a happening city and consumer
profile can be dubbed as vibrant.
There are many places in London and we have many towns in the UK which can be considered
as retirement towns. Consumers are rich, demographical and economic profiles, still, they are
not good for certain businesses like the business of ice creams. The reason is quite simple; the
consumer has no willingness and zeal to spend money. In spite of being a historical place,
Cambridge is a young town and suitable for establishing a business on the lines of "ICE
DREAMS."
(Authorities, 2011)
Micro Environment
While discussing the consumer profile of the consumers, we mentioned that students are living
in the small pockets and university campuses. This fact alone creates many hanging around
points in the city. Most of these hangout places are far from regular marketplaces and fall in the
zone where establishing a commercial activity is not allowed.
Think about the main Cambridge university library. This traditional structure follows British
architecture where huge gardens and long corridors do the talking. Unlike an American
university, this structure does not have a place for a fully-fledged canteen. It has a traditional
canteen where you cannot make noise. When we check out the microenvironment of the
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
market, then we find many such places in Cambridge, which can be considered as hot spots, but
the activity is missing because a place or a sheet anchor is missing. ICE DREAMS is an attempt to
fill in this gap of sheet anchors right next to the hot spots. ICE DREAMS is a suitable business
proposition because it suits best to the micro and macro environment of the market with equal
ease.
(Authorities, 2011)
Competitors
When we launch a consumer non-durable product like ice cream then we normally discuss the
names of the other players, we think about their presence in the pie of the market. We jot
down the offerings of other players and try to improve our offerings; we try to figure out the
gaping holes in the distribution networks and other aspects of business and try to cover up
them with the help of new and improved products.
The turn of this century this dynamism has changed, globalization has changed the pi of
competition completely. It has become a battle between globalized multinational companies
and local players. Globalized players like UNILEVER and others try to capture the market with
the help of acquisitions and price wars. A player like ICE DREAMS can fail against this large-scale
onslaught of globalized players. The market of UK and market of Cambridge is not far behind.
As we have mentioned earlier, the business of ice cream is a kind of surrogate business in
Cambridge, where companies making sausage used them as an off-season business.
Multinational companies tried to undertake them, some of them fell for the pressure and some
of them survived.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
At the beginning of 2015, markets witnessed another change when they discovered that
multinational players started crumbling under their own weight and an economy of scale
incurred heavy losses for them. Now the competition is on, global players are trying hard to
integrate local elements into their offerings in order to meet the local challenges.
(Jose F.P.Santos, 2015)
Customers
Customers they say are ultimate kings, when it comes to the market of Cambridge then we can
divide them into two segments primarily.
1. The set of customers who thinks that Ice cream is a part of dessert culture
2. The set of customers exploring ice cream as a refreshing lifestyle option
In order to cater to both these segments, ICE DREAMS will cater to the market of Cambridge on
two levels. We will design some family packs and promote them during the evening time sales
of our truck. We will promote these family packs as a carry away thing. During the daytime, we
will promote our quick byte cones for the second type of customers who seeks them as an
option for their breaks during their daytime activities.
Characteristics
In the primary terminology customers can be divided into two brackets, first types of the
customers are the customers who act like a style leader, these customers love to taste new
things, they are always keen to try new products. The second types of customers are followers,
this customer makes a buying decision after checking out the word of mouth created by peers.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN CAMBRIDGE
Our in-depth industry of the consumer behavior suggests that a big percentage of customers
belongs to this style leader segment of the market. The second thing is related to the lifestyle of
the most the customers.
(Seibert, 1972)
Cultural values and their integration with the product
Cambridge has a distinctive culture at all levels, and they feel proud that they are part of this
city or Cambridge is a part of their life. It is an advantage and a challenge at the same time. It is
an advantage because things become easier when you integrate a brand into the already
existing culture of a city. It can become cumbersome when cultural values are too strong for a
community. In this term, we can say that customers in Cambridge are very liberal because of
strong academic backgrounds.
Social profile of Cambridge
Historically speaking, Cambridge has a great backlog behind it, it preserves many medieval
structures in its heart. Town planners are also developing new parts of the city as an extension
of the main city. This is why we also decided to add a vintage touch to our ice cream delivery
truck where we will create the perception of a fireplace.
(King, 2004)
Personal Profile of Cambridge
When it comes to deciding the income groups of the city of Cambridge, then again we have an
impressive percentage of people involved in high-rank executive level jobs with impressive
salaries. This big percentage can certainly help us during the phase when we will price our
offerings. It will give us a luxury that we are not dealing with a price sensitive consumer market.
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