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“Cold Stone”
Brand IMC strategy
Contents
Ⅰ. Situation Analysis
1. Environmental / Customer Analysis
2. Competitor Analysis
3. Self-Analysis
Ⅱ. SWOT Analysis
Ⅲ. Segmentation/Targeting
1. Segmentation
2. Targeting
Ⅳ. Positioning
Ⅴ. Communication Concept
Ⅵ. Communication Objectives
Ⅶ. Strategic Plans
Ⅷ. Media Scheduling
Ⅰ. Situation Analysis
1. Environmental / Customer Analysis
Recently, women who act economic activity have increased. So they become important group as a subject of consumption. Moreover, Premium ice cream market has grown up mainly by women. As they get richer mentally, eating food becomes much more meaningful activity not just for satisfying hunger. So change and development of cultural awareness of dessert has made and develop of dessert steadily has grown. So, in future, because of growing of the awareness of premium ice cream, it can be public market.
2. Competitor Analysis
Baskinrobbins31, Natuur and Haagendazs are powerful brand …(생략)
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nDazs targeted 20`s upper class whose has enough money. So it use defensive promotion strategy by WOM.
3. Self-Analysis
Cold Stone Creamery has X-Factor system. Employees of Cold stone throw and catch, and sing a happy song to make ice cream. So, they provide customer special and fun experience. It is important element to make difference to create a culture of Cold stone that other competitors don`t provide. These are Cold stone`s unique element which called Fun marketing. Cold stone`s product which is part of 4p consists `Own Ice cream` and `Cold stone original`. Customers can mix 14 kinds of ice cream and 38 kinds of Mix-in so they can create their ‘own ice cream’.
Ⅱ. SWOT Analysis
Strength
-Uniqueness and differentiation of the mixing ice cream.
-The rich flavor of ice cream.
-Experience to satisfy the five senses.
Cold stone`s very big strength is choosing ice cream and topping and impromptu mixing ice cream. This is coldstone`s uniqueness and differentiation.
And ic
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