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Healthy Gourmet Ice Cream at Affordable Prices

Jun 7, 2023 | 0 comments

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Jun 7, 2023 | Essays | 0 comments

Audience identification

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.

 

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Goals of the campaign

  1. Increase the wholesale market to at least 1000 distributors of penny lick ice cream
  2. Increase the number and range of online sales through the website and Facebook page to at least 100,000 in the next year
  3. Identify at least three large partner companies who can assist in the distribution and sale of penny lick ice cream beyond the local region including restaurants and retail stores.

Objectives of the campaign

  1. Increase the sales margin of penny lick Ice cream by at least 40% in the local and outside local regions
  2. Grow and establish the wholesale market of the ice cream to include retail distribution and supply beyond the local region
  3. Increase impact of Penny lick ice cream from just local to beyond the borders of production by partnering with wider reaching companies

The plan

The campaign plan is a simple two step process. The first step will include simple below the line promotions. Customers and buyers will receive gifts such as posters, point of sale materials and T-shirts promoting the ideal ice cream. Although these efforts keep away from mainstream media, it is imagined that they will have a greater impact in terms of creating a more personal relationship between the consumers and the company.

The second step is the most crucial in terms of promoting social media awareness.  The company will begin a promotion through   the facebook page. Efforts will be directed towards free samples and also discounts. Through this strategy, the company expects that more and more consumers to begin requesting for the ice cream at outlets and ordering online. The important thing to note is that if customers are not localized the company will offer free shipping for the goods.

Furthermore, in an effort to increase wholesale distribution which has been almost non-existent in the company, the campaign will concurrently run a trade promotion. The trade promotion will give free farm flesh ice cream and allow for merchandise allowances especially where the wholesalers partner with the company to distribute the ice cream beyond the local region.

Messaging

To achieve maximum market influence, all messages in the promotion should be related and integrated. Each of the elements of the marketing promotion will include and relay the same message to the consumer, (Ryan and Jones 2009). This level of integration and communication will proceed even to the social media pages and especially Facebook where the campaign will begin and be featured. The main message delivered to the potential clients will be focused on affordability coupled with uniqueness. Penny Ice cream will be renowned for its use of fresh products, fresh taste and affordability with each carton.  The following messages are ideal for the facebook promotion:

  • Visit us for a gourmet icecream experience at low prices today
  • Penny lick fresh Ice cream at 20% off with free shipping. Luxury in every scoop today
  • Get free ice cream with every purchase of fresh Penny lick Ice cream today. Order online and we deliver right to your door. Satisfaction with every scoop at the lowest prices.

References

Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page.

Solomon, M. R. (2003). Conquering consumer space: Marketing strategies for a branded world. New York: AMACOM.

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