Healthy Gourmet Ice Cream Marketing Plan

Healthy Gourmet Ice Cream Marketing Plan

The ice cream market is far from homogenous. There are various other companies in existence each offering a brand of ice cream. This is a different route, instead of concentrating efforts on the already saturated market whose audience is already taken up. This brand targets the healthier conscious consumer. The campaign is directed to an audience that requires special concentration on healthy scoops of ice cream rather than just sugar and calories. For this reason, a differentiated targeting approach will be employed. According to Solomon (2003), This approach has the advantage of reaching a wide yet diverse range of buyers. The company will generate messages that are ideal for families who seek healthy snacks together.