Streets Ice Cream Marketing Plan

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

In order to achieve our first marketing objective, we recommend the following activities: Keep producing high quality, positive image products that satisfy customer’s needs. Secondly, the team must maintain direct and indirect sales force of no less than 140 and plan in advance in order to have the budget to do so. We also recommend offering employee fringe benefits to encourage long term positions

The business overview, current situation analysis and marketing objectives are reviewed in this document as the following briefly details.

Expand the customer base through expansion into other geographic areas to retain a sufficient level

Ice-Fili was able to maintain its leading position in the Russian ice cream industry during volatile times. However, it now faces even tougher challenges that threaten its future prospects: reduction in ice-cream consumption, emergence of cost-efficient regional players, and the lack of a quality distribution system. After analyzing the situation, we recommend a strategy that aims to grow sales through the earning of market share, and improving the distribution network.

With both the above barriers the key entrants may be the other ice cream manufacturers in the premium or ordinary market, notably the premium. As it is these that already have the distribution network as well as the know how. It will still take a large investment for these manufacturers to sell their image.

Mariotti & Glackin (2013) provide that development of marketing strategy and competitive advantage is from the "Four P's". The "Four P's" include product, price, promotion, and place. This paper further outlines each of the "Four P's". Mariotti& Glackin (2013) recommend continually referring to the mission statement and vision statement while developing the marketing strategy. This reference helps to build the marketing strategy and form the core competency for the business. The first part of the business plan, the mission and vision statements, are stated below:

the object or situation for which we made this marketing plan is first to meet an academic requirement and the effect of developing expertise in formulating marketing plans, and as a result of this marketing plan will inevitably improve our

The company will conduct marketing strategies that aim at creating an image for the brand in the minds of the consumers and reminding them customers about their products consistently.

Goals- Dippin’ Dots want to be able to expand where they can sell their product. Since retail locations can only offer the product at 10 to 20° below zero, special storage and serving freezers are required, as well as specially designed cryogenic transport containers in order to move the product. This as well as other factors have limited the distribution of Dippin’ Dots to only serve the away from home segment of the ice cream market, which accounts for $13.9 billion. If they can expand where they sell their product, they can increase sales and gain a large portion of the market.

The biggest leading market for Frozen Yogurt globally are US and Europe, with the US producing more than 50% of the sales in 2015. The marketing for this product in the US is so efficient and has recorded a big evolution over 25% between 2009 & 2014, “says Technavio. “this big increase might be advantaged to the rising number of the Frozen Yogurt franchises across the country and increasing demand from customers for a healthier alternative to ice cream. The storyline will stay the same the forecast period. However, the evolution rate will slow down as a result of the mature nature of the market. rising private equity investments will develop as a driving force for the growth of the market,” according to the study.

In order to expand into new market segments and increase sales, Cowgirl Creamery may consider including new

Refreshment segment includes sales of tea bags and other beverage, ice cream, nutrition supply and weight management products. Some of the popular ice cream brands are Cornetto, Wall’s and Ben & Jerry’s. Famous beverage brands include Lipton and PG Tips. Nutrition and weight management products include Slim-Fast and Annapurna. Refreshment segment accounts for 19% of turnover, declined by 3.7% due to exchange rate movement. Ice cream sales in two of the biggest markets, US and Italy struggled in 2013, due to withdraw of some low margin products in the US, and weak local economy in Italy. However sales of beverage have increased due to improvement in taste of some of the products such as Lipton Yellow Label tea-bags. Core operating profit in refreshment was 0.9 billion Euro in 2013, 52 million lower than the previous year. Operating margin was also lower due to higher advertisement and negative impact from recall of the AdeS.

The plan incorporates a careful background and situational analysis of the company which confirmed the absence of and need of a formal marketing plan. This was supported by a SWOT analysis being conducted and assessments of their market, service and sales strategy. The key objectives, and expected outcomes were developed with suggested timelines set aimed at producing optimum results.