Marketing and Management Report: Streets Ice Cream Brand Analysis

This report provides a comprehensive analysis of the marketing and management strategies employed by Streets Ice Cream. It begins with an overview of consumer segmentation, identifying key target markets such as movie buffs, kids, teenagers, ice cream lovers, and those with affluent lifestyles, utilizing demographic, psychographic, and geographic factors. The report then delves into the brand's positioning, highlighting its focus on delivering a wide range of features and tastes at an average price point, creating a unique selling proposition through colorful packaging, catchy jingles, and a red heart logo. The brand strategy is examined, emphasizing the use of both existing and new brand elements, including the "Paddle Pop" name and a magical theme, promising fun, deliciousness, and nutrition. Marketing objectives are outlined, including expanding the target market, launching sugar-free variants, increasing internet marketing efforts, enhancing brand awareness, and introducing organic ice creams. The marketing program is detailed, covering product development, integrated marketing communication, advertising, promotion, and pricing strategies. The report concludes with a scheduling, forecasting, and control section, providing a marketing budget, schedule, Gantt chart, and control matrix to ensure effective implementation and monitoring of marketing activities.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of Student
Name of the University
Author Note

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Table of Contents
Section 1: Segmentation and Brand Strategy..............................................................................................................................................2
Consumer Segmentation..........................................................................................................................................................................2
Primary and Secondary Target Market....................................................................................................................................................3
Positioning...............................................................................................................................................................................................6
Brand Strategy.........................................................................................................................................................................................9
Section 2: Marketing Objectives...............................................................................................................................................................12
Section 3: Marketing Program...................................................................................................................................................................13
Product Development Plan....................................................................................................................................................................13
Integrated Marketing Communication...................................................................................................................................................14
Advertising........................................................................................................................................................................................14
Promotion..........................................................................................................................................................................................15
Price Promotion.................................................................................................................................................................................16
Section 4: Scheduling, Forecasting and Control........................................................................................................................................16

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Marketing budget...................................................................................................................................................................................16
Marketing schedule................................................................................................................................................................................18
Gantt chart.............................................................................................................................................................................................19
Forecasting...............................................................................................................................................................................................0
Control matrix..........................................................................................................................................................................................0
References....................................................................................................................................................................................................2
Appendix......................................................................................................................................................................................................4

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Section 1: Segmentation and Brand Strategy
Consumer Segmentation
The Streets Ice Cream brand or Paddle Pop is one of the multinational ice cream brands, which is being owned by the British-
Dutch company known as Unilever (Streetsicecream.com.au 2017). The Australians prefer unique taste in their ice creams and the
company is intelligent to segment its target market in a wise manner. The following are the major segments of the ice cream brand-
 Movie buffs (Behavior) - Streets Ice Cream has collaborated with the Disney movies and makes its products accordingly
(Mirel 2014). It has launched dory shaped ice cream, which has fish-shape and has unique taste of gum flavor as well as vanilla
flavor.
 Kids/Teenage (Demographics) - The act of making their ice creams on the basis of characters in Disney movies has created
major interested among kids and hence this is one of the most important market segments. It is also one of the favorites among
the young adults.
 Ice cream lovers (Behavior) - The third target market of the company includes the individuals who are fond of ice cream and
they indulge in ice cream in a frequent manner. They are considered as the regular customers of the brand.
 Lifestyles (Psychographics)- There is a segment of people who indulge in Street Ice Cream for their taste and quality. This
kind of people has an affluent lifestyle in which ice-cream forms a part of the regular diet.

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 Urban (Geography)- The ice cream brand pitches its products across the urban population who are addicted to ice creams
 Social Class (Demographics)- The ice cream brand targets both the high income groups as well as low income groups.
Primary and Secondary Target Market
The primary target market of the company is the kids and teenagers who are extremely fond of ice creams (Kumar et al.
2013). Walls ice cream brand believes in the fact that there should be some high price products which can be afforded by only the
affluent class and there would be other products which are medium-priced. These products can be afforded by the middle class and the
lower middle class segment of the society. The primary target market of the brand includes the urban teenagers as well as the working
class population. The secondary target market of Streets Ice Cream is concerned with the high earning segment that is having a
disposable income.

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Fig: Customer Journey Map for primary target market
Source: Created by author
Fig: Customer Journey Map for secondary target market
Source: Created by author

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Positioning
The positioning of the Walls ice cream is done in a manner that would help in expanding the product line of the company (Oró,
De Gracia and Cabeza 2013). The brand tries to position itself in an economical manner, which provides a wide range of features and
tastes.

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Fig: Positioning Mapping for Walls/Street Ice cream
(Source: Oró, De Gracia and Cabeza 2013)

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The Streets ice cream is positioned in the market as shown in the above positioning map. The quality of the brand is not
premium, yet it is not low. It maintains optimum quality of the ice creams. The company also maintains average pricing strategy,
which makes the brand accessible for all sections of population. The ice cream brand is neither cheap nor expensive and hence a wide
range of customers would be able to afford it.
Streets ice cream aims to create unique selling proposition so that they can penetrate the target market well. The brand’s logo
has red heart and its colorful packaging as well as labeling creates a positive image on the minds of customers (Lee, Wall and Kovacs
2015). The colorful packaging of the company in various forms such as cups, cones, sticks and others have a long lasting image on the
minds of the consumers. The red heart symbol of the ice cream brand reminds of the delicious taste since it has good impulse and the
sweet music of the jingle is also helpful in impressing the customers. The main features of the brand include colorful package, sweet
music in the advertisement, good image and consistent quality. These features help the brand in making a long –lasting image on the
minds of the target market.

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Fig: Colorful packaging of Streets ice cream
(Source: Lee, Wall and Kovacs 2015)
Brand Strategy
The brand strategy of Walls ice cream is indicative of the nature as well as number of brand elements that are applied to the
various kinds of products being sold by the firm (Roper 2016.). When Walls launched its products in the market, then it used a
combination of existing as well as new brand elements. The old elements of the branding included the name of “Paddle Pop”, which
featured the character of the lion (Kumar and Marinova 2017). The new element of branding that was added to the brand was the
magical theme jingle, which was used to attract the number of children. The brand value of the company includes that the brand
promises its target market that they would receive fun, delicious and nutrition, while they purchase the products of the brand. The

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brand slogan is “Stop me and buy one” ensures that the people are persuaded to eat ice cream even when there is no compulsion of
doing that. This slogan also prevents the customer to purchase the other brands of ice cream and persuade them to use Wall’s ice
cream. This makes sure that the customers are loyal to the brand. The brand packaging is also done in a special way in which the
children and the kids are attracted to them (Steenkamp 2017). The romantic love signs indicate that it would be a favorite product
among the teenagers who would love to taste the ice cream while going on romantic dates.
The new brand strategy of the firm includes that it should be place in the “stars” segment of the BCG matrix. The products
should aim for a high market growth rate in the next one year by gaining competitive advantage in the market. The company should
try to incorporate innovative features, which would make the brand stay ahead of its close rivals. The brand should also strive to
maintain its high market share and this can only be done if the company launches attractive features in the ice-creams that would
capture the market. The key messages in the brand strategy would be-
 Increased flavors of ice-creams which would attract a large number of kids and teenagers. Examples- Choc and Orange,
Coconut, Panna Cotta, Raspberry, Vanilla Dream, Swiss Chocolate, Maple Walnut, Pistachio and others.
 Innovative packaging which contains environmental messages, questions and comments, bar codes, constituents, stories, true
facts and others
 Low pricing strategy, which would make it accessible to the kids, who have low amount of money in their pockets
 Increased promotional campaigns which would increase the interaction level with the consumers