Ice Dreams Marketing Strategy Plan Dammam

This document presents a comprehensive marketing strategy plan for 'Ice Dreams,' a mobile ice cream business targeting the city of Dammam. The report includes a detailed situation analysis covering macro and micro environmental factors, cultural influences, and economic conditions. It also provides a thorough consumer profile, competitor analysis, and a SWOT analysis. The marketing strategy outlines segmentation, targeting, differentiation, branding, and positioning. It also details marketing tactics related to product, price, distribution, and integrated marketing communication. The report concludes with a summary of the business proposition, highlighting its strengths, weaknesses, opportunities, and threats. The plan aims to establish 'Ice Dreams' as a local brand with global quality, focusing on a slow penetration strategy and leveraging the unique mobile business model.

Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
Name
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
Contents
Executive Summery.....................................................................................................................................4
Product........................................................................................................................................................5
Background..............................................................................................................................................5
General Description.................................................................................................................................5
Target Country.........................................................................................................................................6
Situation Analysis........................................................................................................................................7
Macro Environment.................................................................................................................................7
Cultural Factors supporting ICE DREAMS in Dammam............................................................................7
Economic Factors.....................................................................................................................................8
The Profile of consumers.........................................................................................................................8
Micro Environment..................................................................................................................................8
Competitors.............................................................................................................................................9
Customers.............................................................................................................................................10
Characteristics.......................................................................................................................................10
Cultural values and their integration with the product.........................................................................11
Social profile of Dammam.....................................................................................................................11
Personal Profile of Dammam.................................................................................................................12
Psychological Profile of the customer Group.........................................................................................12
SWOT Analysis...........................................................................................................................................13
Strengths:..............................................................................................................................................13
The advantage of place......................................................................................................................13
Weaknesses:......................................................................................................................................13
Opportunity:......................................................................................................................................13
Threats...............................................................................................................................................14
Key issues..........................................................................................................................................14
Marketing Strategy....................................................................................................................................15
Segmentation........................................................................................................................................15
Demographic Details.............................................................................................................................16
Geographic Details................................................................................................................................16
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
Psychographic Details............................................................................................................................17
Behavioral Aspects................................................................................................................................17
Targeting...............................................................................................................................................17
Differentiation.......................................................................................................................................17
Branding................................................................................................................................................18
Positioning.............................................................................................................................................18
Marketing Tactics..................................................................................................................................18
Product..................................................................................................................................................18
Price.......................................................................................................................................................19
Distribution............................................................................................................................................19
Integrated Marketing communication...................................................................................................19
Summery...................................................................................................................................................19
Bibliography...............................................................................................................................................20
Bibliography...............................................................................................................................................21
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
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”
In the city of Dammam. 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 Dammam 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 DAMMAM
(Weiss, 2012)
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 DAMMAM
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
United Arab Emirate is our target country and in the beginning, our Key focus area will remain
Dammam. United Arab Emirate is the country, which can be considered as the “ royal
customers of the world”. If your offerings have quality, if they are unique then people are ready
to pay any price. People in Dammam also show these characteristics in the terms of buying
impulses. However, when we look at it from another perspective then we find that a big
population is Dammam belongs to service class. In the terms of marketing strategy, UAE is a
country where people love to enjoy brand loyalties. Entering with a new brand, especially an ice
cream van selling ice creams can be a challenging task. It is an Islamic country where religious
books set the law for the country. Right from marketing plans to the publicity materials,
everything should be in accordance with the Islamic laws. We would like to explain it with the
help of an example, Barbie doll has a different image in entire world where they are projecting
it as a SASHA doll, however, when they designed the same doll for UAE and Islamic countries
then they changed the perception related to this doll completely and made it an ideal Islam
abiding girl.
(team, 2016)
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
Situation Analysis
Macro Environment
When we check out the macro environment of the market in Dammam 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 and workers of
various ports and industries. 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 Dammam loves
the products that becomes a habit after a point of time. This is why the category of ice creams
and other frozen desserts have more than 133 local and international players supplying for the
various needs of the taste buds of the people living in Dammam.
(Canadean, 2015)
Cultural Factors supporting ICE DREAMS in Dammam
Here at ICE DREAMS we are designing our products on two levels, we are packaging them with
a Dammamian 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 Dammam then we find
three generations of people, the first generation is the local residents of Dammam, they are the
local residents living the hamlets in 1932, the second and third generation of these people
became rich with disposable incomes. Second, we have service economy of the city where port
workers and other industrial workers are residing in this town and finally we have students of
this town. We are treating them as a different segment because of their different consumer
behavior. ICE DREAMS is relying on the student population that is residing in the city. Students
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
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 Dammam is shifting gears; it is the same with the flow
of the retail industry as well. In general, Port Industry, manufacturing units belonging to the
core industries are predominant in the economy.
The Profile of consumers
Approximately thirty percent of the population of Dammam is consists of students. 42.4
percent of the consumers are permanent residents of the Dammam, when we check it among
the fastest growing cities in the world then it holds 10th place, the population of 50000 in 60’s
have now touched the mark of 903000 people. The GDP of Dammam is high in comparison with
many port cities and spending patterns of floating population are healthy.
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. Still the aspiring class of Dammam can generate a big
market for small endeavors like "ICE DREAMS."
(Buearue, 2012)
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 regular commercial activity is not allowed.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
When we check out the microenvironment of the market, then we find many such places in
Dammam, 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.
(Buearue, 2012)
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. 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.
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
(Canadean, 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 Dammam 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.
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. We reached on to this conclusion with the help of simple finding.
When we check out the volumes of impulse ice creams or single serve cones then we find that
volumes are very high, however, when we check out the real money or the profit margins then
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
we find that profit margins are higher in take home and bulk ice creams. This helps us in
develop an understating of the characteristics of the market.
(Seibert, 1972)
Cultural values and their integration with the product
Dammam follows the norms of Islamic culture at all levels, and they feel proud that they are
part of this city or Islam is the guiding force 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 Dammam are very
liberal an Islamic law does not put any restriction on frozen foods, as it is rampant in many
cultures and religions.
Social profile of Dammam
Historically speaking, Dammam has a great backlog behind it, it preserves an industries culture
which came into the front after it became a part of UAE. Town planners are also developing
new parts of the city as an extension of the main city. New parts are known as Greater
Dammam and follows American and cosmopolatine culture in bits and pieces. Since majority of
people want it to be conservative and this is why this is why we also decided to add a vintage
touch to our ice cream delivery truck where we will create the perception of an oasis amidst an
industrial town. While doing so we cannot deny the fact that women customer of Dammam
holds more power over their male counterparts. Since we are offering some bulk packs and bulk
packs are more profit giving, we cannot ignore them completely.
(Siddiqui, 2016)
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Running header: MARKETING STRETAGY PLAN FOR ICE DREAMS IN DAMMAM
Personal Profile of Dammam
When it comes to deciding the income groups of the city of Dammam, then again we have an
impressive percentage of people involved in high-rank executive level jobs with impressive
salaries. It will give us a luxury that we are not dealing with a price sensitive consumer market.
Apart from this, we can also check the profile of various student groups. It is a general
observation that they sometimes find themselves to be cash-strapped during the month ends,
still, this can be handled quite effectively by offering some schemes. The third profile of the
customer belongs to the working class they contribute less in the terms of revenue but excels
big time in the terms of volume.
Psychological Profile of the customer Group
We have floating population and the service economy of the city along with the regular folks of
the city. People belonging to floating population are more outgoing and spend more time on
public spots. Since they belong to a service economy, they are price conscious and have a
limiting factor with their expenditures. However if we can come up with a nice taste and
something special with quality then we can always win the brand loyalty of creamy layer of the
customers as well. Here we would specially like the mention the females.
(Siddiqui, 2016)
It is a worldwide phenomenon that service economy or floating population, spends more
money on outdoor restaurants. However, their patterns cannot be drawn; they are into this
culture of quick bytes, during lunch breaks etc. Second or third generation residents of a city
show more consistency in their spending patterns, for instance, they prefer to go out for
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