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FROSTY TREATS
MANAGEMENT TEAM: ALLISON HANSON, TINA FRANCIS, RUTH NAKAWUNGU, ANGELA CANT
TABLE OF CONTENTS
1 2 3 Executive Summary Company Description Strategic Focus 3.1 3.2 3.3 3.4 3.5 4 Situation Analysis 4.1 4.2 4.3 4.4 5 Marketing Strategies 5.1 5.2 5.3 5.4 5.41 5.42 5.43 5.44 5.45 Target Market Strategy Estimated Market Size Customer Needs Analysis Value Proposition and Positioning Strategy Competitive Position Analysis Points of Difference Positioning Strategy Positioning Statement & Supportive Pillars Brand Personality SWOT Analysis Industry Analysis Market Analysis Competitive Analysis Mission Statement Our Vision Our Slogan Strategic Goals Marketing Objectives
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3.
At Frosty Treats we know your life is full of moments worth celebrating. Our delicious, fun, convenient ice cream treats bring families together to celebrate the big and small milestones of life.
3.2
Our Vision
At Frosty Treats our vision is to become synonymous with the many occasions families celebrate. We aim to develop single serve ice cream treats that appeal to every member of the family and that can be conveniently sold in supermarkets across the United States. As our company grows we hope to expand our product range to more specifically cater for different age groups, develop seasonal products for major holidays, cater for special dietary needs and create a range of lower fat portion controlled mini treats.
3.3
Our Slogan
LETS CELEBRATE
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Secure 0.10% of the US market by Year 1 (equivalent to $2, 101, 780 in sales) by Year 5 achieve 0.50% (equivalent to $17,500,000 in sales).
Achieve positive name recognition whilst contributing to healthier, more livable and economically stronger communities by:
minimizing our environmental footprint along the value chains in which we operate. protecting our consumers from food-borne illness though strict adherence to food safety regulations. contributing to the communities in which we operate through our corporate giving program
3.5
Marketing objectives
Product Develop a range of products that appeal to families and particularly children 6-18 years of age. Develop packaging that reflects our standards of environmental sustainability. Price Develop a pricing strategy that competes with current multi pack single serve novelty products Place Develop strategic partnerships with the major supermarket chains to ensure penetration in markets across the country. Promotion Develop a media advertising campaign to target married consumers with children (particularly aged 6-18). Develop an in-store promotion campaign to facilitate product launch.
4.
Situation Analysis
4.1
SWOT analysis
Weaknesses Non- durable product High transportation costs due to need for refrigeration. Threats The U.S market is mature and
Strengths Products are available at reasonable prices. High product quality. Recession proof product. Opportunities Wide variety of unique ice cream flavors. Large market - $9.7 billion Growing market. Low levels of brand loyalty. Strong growth in international markets. Companies shifting their focus to develop health conscious and premium products. Consumers are aware of benefits of probiotics and are looking for ways to incorporate them into their diets. Consumer trend towards super premium products. Aging population demanding high quality, indulgent, portion controlled treats
$44.9 billion -
$9.7 billion
1.8%
9.3%
The United States Ice Cream market has witnessed slow rates of growth Growth in the US market is expected to follow a similar trend in the next five years The global ice cream industry is growing at a faster rate than the U.S ice cream industry. - European and Asia Pacific markets experienced CAGRs respectively of 2.6% and 5% over the same period (Datamonitor, 2009). Competitive analysis Market Share Analysis of the Ice Cream Industry
4.4
4.80%
Source: Ice Cream Industry Profile: United States, Dec 2009, p1, 32p, 16 Charts, 10 Graphs; (AN47196192)
Haagen Daz 8%
Breyers 15%
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Company Name: Unilever Brand Names: Breyers Mission Statement: Unilever, operates its business on a three-part mission statement emphasizing product quality, economic reward and a commitment to the community Strengths: Unilevers ice cream division forms 19% of their total revenues. Unilever is a global company with a strong brand portfolio and is a global leader in the ice cream industry. Klondike and Breyers are in the top ten brands for ice cream. Unilever offer an extensive product range that are competitively priced. They have successfully targeted the market for healthier alternatives with brands such as Carb Smart. Weaknesses: Unilever is in strong competition with Nestle who falls second in overall market share. The ice cream division must compete for resources with others brands in the companys portfolio. A large portion of their sales determined by distribution in supermarkets and available shelf space fixed to the size of the freezer cases. They face extreme pressure on price from the private label supermarket brands. Market Share: 15%
Source: www.unileverusa.com
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Married couples living with their own children younger than 18 are twice as likely to be in the top 20% of income (Harden, 2007). Psychographics Attitudes and values of the youngest generation (the iGeneration, everyone under the age of 16 in the United States) are still forming (American Generations: Who they are and how they live, 2010) Put high importance on family relationships (McClellan, 2010) Families with young children are more likely to have experienced a negative change in their financial situation therefore affordability is a priority (McClellan, 2010) Young married couples with children: o Expenditure is children-orientated, with little surplus cash for luxury items. o See the economy as being the over-riding factor when making purchases, but they are still interested in new product ideas (Lancaster) Older married couples with children at home: o Have an increased disposable income, often with both parents working and children being relatively independent. o In some cases children may be working and the parents are able to engage increasingly in leisure activities. o Consumer durables, including major items of furniture, are often replaced at this stage. These purchases are often made with different motivations to the original motivations of strict functionality and economy that was necessary at an earlier life cycle stage. (Lancaster)
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$9.6 billion
24,119,000
$87.14
$2,101,729,660
.10%
$2,101,780
.02%
5.3 Customer need analysis Our target market cherishes individuality while maintaining their selfexpression. They are informed through a lot of reading especially magazines. Also many of them are faced with several allergy worries. The people in the younger range are the most influential in decision making concerning ice cream so emphasis is made about their needs most. Pain Sheet Customer needs Individuality Describe current pain Most of the ice cream companies have specific flavors packaged. People can only go to specific locations to get the several flavors to fit their individual needs. How is this need addressed today? Make products which have different toppings so that people can decide whichever they want to add to make their ice cream unique. This allows them to express their individual needs. Also making several layers of different flavors in the same package.
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Convenience
Availability
Many ice cream companies now sell the ice cream at convenience stores to attract males who shop mostly at these locations apart from supermarkets. Many companies now emphasis the added health benefits like calcium in their products. The advantages of the added benefits help outweigh the calories. Some companies have also started adding functional foods which are the extra nutrients like probiotics. These are bacteria that help the immune system.
Healthy
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5.4
Ben & Jerrys Positioning Strategy: Giving high quality super premium-gourmet ice cream to consumers. Focus is on socially responsible consumers who value the environment and support sustainable agriculture.
Haagen-Dazs Positioning Strategy: Creating the finest ice cream made like no other. Luxury ice cream for adults. Hagen-Dazs remains committed to developing exceptional new super premium frozen dessert experiences.
Unilever (Breyers, Klondike) Positioning Strategy: Unilever provides affordably priced, great tasting ice cream that is family friendly and suitable for every night of the week. They attempt to appeal to a broad audience with their range of products from indulgent to health conscious.
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Nestle (Dreyers, Edys) Positioning Strategy: Nestle positions their Dreyer/Edys brand in direct competition with Breyers from Unilever. They both compete for the broadest segment of the market and position themselves as an affordable every day dessert option. 5.42 Points of difference The competitive advantage Frosty Treat offers is our unique, affordable single serve ice cream treat. We provide a delicious product that is appealing and specifically designed for families with children. We aim to produce a product that is not designed to be eaten everyday but used to celebrate events from birthdays to a well deserved report card, a lost tooth or win on the soccer field. We offer a convenient time saving product that looks and taste great straight out of the package no extras needed. Frosty Treats make family dessert time extra special when a bowl of ice cream just wont do.
5.43 Positioning strategy The positioning strategy for Frosty Treats is to provide an all natural, fun, convenient, single serve product for families and children aged 6 to 18, because these are the consumers that spend the most on ice cream. We believe there is a niche in this market to provide a fun frozen treat that families can use to celebrate lifes special moments. As of now, are competitors are undifferentiated and there is no brand loyalty within the market. Therefore, our company caters to this need by being highly specialized in our products and being customer centric.
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Positioning statement Frosty Treats produces a unique single serve ice cream novelty that brings a smile to parents and children alike. Our ice cream treats are convenient, affordable and fun and are the perfect way for busy families to take the time to recognize the many reasons a family has to celebrate. Pillar #1 Pillar description (Key benefit) Key features (Proofs) Provide recognition and bring families together to celebrate family events. Unique ice cream treat. Festive design. Affordabilityinexpensive enough to celebrate the smallest achievements. Pillar #2 Makes people happy. Rich, indulgent treat. Fun design. Pillar #3 Save time.
Convenience. Complete single serve ice cream treat No mess, no fuss. All in one dessert, no assembly/additions, or baking required. Available at supermarkets.
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brand personality of the Johnson family. The Johnson family is a happy fun loving family with two children aged 7 and 9. The family is conscious about their health and the affect of their actions on the environment but they like to have fun and celebrate lifes triumphs with a special treat. Their life is very busy and money is tight so they look for quality, affordability and convenience.
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6.14 Services Our augmented product includes our company website, www.frostycakes.com, which offers helpful hints, fun interactive kids games, and useful information to our loyal customers. We have a 24-hour hotline service, 1.800.FRO.CAKE, which
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We have developed three messages we want to reinforce with the different aspects of our promotion activities. 1. Frosty Cakes are about family. We provide families a fun inexpensive way to celebrate what it means to be a family. We hope to tug on our audiences heart strings and remind them even when times are tough, especially then, we need to take the time to come together and have fun around the dinner table. 2. Cupcakes arent just for birthdays, they can be for everyday. Timmy wins his soccer game, Lily gets an A on her history test- all these events should be celebrated. 3. Be the parent you want to be. Moms (and sometimes Dads) would love to have more Martha Stewart moments but who has the time. Frosty Cakes take away the guilt and provide those moments with none of the work so you can be the parent you want to be. 6.22 Communication plan Product Launch We will launch Frosty Cakes at the Winter Fancy Food Show in San Francisco on January 16 18th 2011 at the Moscone Center. The Winter Fancy Food Show has the hottest food trends, newest products and best networking opportunities in the specialty food trade. Each year the 17,000+ Winter Fancy Food Show attendees discover more than 80,000 products featuring the world's finest foods and beverages from more than 1,300 exhibitors representing 35+ countries.
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Print Media Campaign In conjunction with our product launch we will run a series of advertisements. Our target magazines will include: Parenting Parents Disney Family Fun Kiwi Mothering Magazine
The concept of our print media ads will tug on the desire our target market has to feel like the love and success of being the perfect family . Frosty Cakes met that need by being a wholesome, fun treat that brings families together in the sprirt of celebration. After all cupcakes are synonymous with special celebration but on the other hand ice cream is an everyday treat. By combining the two we are selling the idea that families should celebrate every day. See appendix 7.5 for an example of our advertisement. Television At this point of our development we will not seek to promote our product directly with television commercials. However we will actively promote our product with television talk shows with the aim of securing a product endorsement. The TV shows appropriate for our demographic would be the morning network news programs such as Good Morning America who often run new product segments or programs such as The View or Rachel Ray. Whilst these opportunities would be difficult to achieve they would offer an enormous boost to our promotion activity and therefore will be aggressively pursued. Internet Campaign Websites designed for Moms and parents in general are becoming increasingly popular and in particular parenting bloggers are playing an important role in product endorsement. With this in mind we will deliver product samples and our media kit to the bloggers at websites such as Babble, Design Mom, serious Eats and Ziggity Zoom all nominated by Time magazine as the best Parenting Blogs in 2010 (Time, 2010) or the following sites nominated by About.com in their 2010 Readers Choice Awards:
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Public Relations - Family Day Sponsorship Family Day is an event developed by CASA, the National Center on Addiction and Substance Abuse who promote the idea that daily activities such as sharing a meal, a conversation, or a book can have an enormous impact on the life of a child and can help keep Americas kids substance free. Family Day began as a grassroots initiative and has grown to become a nationwide celebration. In 2009 President Obama, all the Governors and more than 1,000 Mayors and County Executives proclaimed and supported Family Day. The President called upon the people of the United States to join together in observing this day by engaging in appropriate ceremonies and activities to honor and strengthen our Nation's families (The White House, 2010). This embodies our product as Frosty Cakes hopes to become a vehicle to encourage more frequent family meals and to make those meals extra special. With this in mind we will build an annual advertising campaign sponsoring Family Day. http://casafamilyday.org/familyday/
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In-store Promotions Point of Purchase Displays our point of purchase displays will include large transparent stickers to be placed on supermarket freezers as well as floor graphics in the ice cream section of supermarkets. The fridge graphic will be a semi-transparent image of a Frosty Cake with fireworks in the back ground. The floor graphic will include an image of a frosty cake and will read;
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Check-in Apps Within the advertising industry attention is being focused on the use of technology such as phone apps to deliver location based advertising which provides a targeted message to consumers at the actual time of purchase (Zmuda 2010). We will utilize this technology to drive in-store purchases by providing the consumers the chance to scan our product to do one or all of the following Get a coupon Enter into a sweepstake Make a donation to a local Family Day event.
Promotion Competition Each year as part of our sponsorship of Family Day we will operate a sweepstake competition. The prize will be a celebration for the winners family complete with fireworks. Customers will enter either using the check-in app discussed above or on-line.
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Facebook Campaign To create an on line buzz we will develop a Facebook application to allows users to send a Frosty Cake to a friend. This will be a free service and attached to the message we will include a store coupon for $1 off Frosty Cakes.
Guerilla Marketing The final piece of our promotion puzzle will be both a form of guerilla marketing and an effort to create a viral buzz. We propose staging a flash mob in the refrigeration section of a large supermarket. A flashmob is a process of assembling a large group of people together to sing and dance and then recording the event and posting it on youtube.com with the hope that it will go viral. The flashmob will begin with a dancer walking down the refrigeration aisle triggering the sensor on our point of purchase LCD display to beginning playing Celebration by Kool & the Gang. In line with our demographic our dancers will be parents and children (ages 6-18).
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Since Frosty Treats is new to the market, we plan to use indirect distribution channel. We will use wholesalers to take advantage of their existing distribution networks and to ensure a broad customer base. Our strategy is to make our Frosty Cakes available through three different channels: Supermarkets As a new company it will be important for us to ensure the widest availability of our product whilst balancing our ability to meet demand. For this reason we will initially target Supervalu as our key wholesaler. Supervalu is based in Eden Prairie Minnesota and is the largest public company foods wholesaler in the USA. Supervalu has the advantage of providing wholesale services to 2200 stores plus owning a nationwide network of 2500 stores including Albertsons and Hornbachers. We envisage as our company grows that we will seek contracts with additional organizations such as Walmart, Costco. Convenience Stores We will sell our single service Frosty Cake treats in convenience stores. To enter this market we will work with Henrys Foods based in Alexandria Minnesota. Henrys Foods are a full line, food service provider and specialize in servicing the convenience store market. Restaurants We believe our product can meet an important need in the restaurant industry for a pre-made, convenient dessert designed to treat customers, especially children, celebrating a birthday or just as an accompaniment to a childs meal. With this in mind we will seek to partner with the company Sysco. Sysco is a global leader in selling, marketing and distributing food products to restaurants with distribution facilities throughout the US and Canada. Sysco already carry a wide assortment of dessert options as part of their product range.
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Logos
Unilever
Klondike
Klondike Bar
$2.50 (6 pack)
Nestle
Haagen Daz
1.$2.50 (3 pack or 6 pack snack size) $2.50 (4 pack) $4.48 (10 pack) $2.50 (4 pack)
Drumstick
Original Sundae Cone Classic mini and king size Specialty flavors
HP Hood LLC
Kemps
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6.43 Pricing strategy Frosty Cakes is designed to be a special treat that is high product quality. Because of this we decided to set our price at $5.99 for our six-pack and $1.99 for the single serve.. We wanted a price that competes with current multi pack single serve novelty products but as well have a price that will show that our product is a higher end treat for married couples with children to consume. We decided that our treats will come in a 6 pack container. It is best as a new company to start with a price that is slightly higher but still can compete within the prices of other single serve novelties. Once we start to see the results of our sales and profits we can then decide if our product price needs to be adjusted within the market.
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7.1
Frosty Treats Contact: Marketing Manager Tina Francis Cell Phone: 414-356-9898 Email:tinaf@frostytreats.com
Frosty Treats new product launch: Frosty Cakes Ice Cream Treats Frosty Treats will launch their new product Frosty Cakes Ice Cream at the Winter Fancy Food Show in San Francisco on January 16 18th 2011 at the Moscone Center. Frosty Treats is a new innovative ice cream company that brings together two of Americas favorite treats ice cream and cupcakes. At Frosty Treats we know your life is full of moments worth celebrating. Our delicious, fun convenient ice cream treats bring families together to celebrate the big and small milestones of life We produce a unique, affordable, single serve ice cream treat that will bring a smile to everyone in the family. Our cupcake ice cream treat combines layers of indulgent ice cream with cake topped with creamy frosting all enclosed in a solid chocolate outer shell. A perfect way to satisfy that sweet tooth craving! We are very excited to launch our product at a major national event. We believe that grocery industry professionals will see that our product offers and exciting new spin on traditional dessert and will be eager to bring Frosty Cakes to supermarkets across the country.
Lets Celebrate
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Frosty Treats Contact: Marketing Manager Tina Francis Cell Phone: 414-356-9898 Email:tinaf@frostytreats.com
Frosty Treats Celebrating Family Day September 26 2011 Frosty Treats is excited to announce that they will be a major sponsor of national Family Day. Family Day is an event developed by CASA, the National Center on Addiction and Substance Abuse who promote the idea that daily activities such as sharing a meal, a conversation, or a book can have an enormous impact on the life of a child and can help keep Americas kids substance free. Family Day began as a grassroots initiative and has grown to become a nationwide celebration. In 2009 President Obama, all the Governors and more than 1,000 Mayors and County Executives proclaimed and supported Family Day. At Frosty Treats we care about families. We believe in the Family Day message and the important work conducted by CASA. We hope that our Frosty Cake products become a vehicle to encourage more frequent family meals and to make those meals extra special. We not only wish to provide a public service by promoting this critical message but believe Family Day perfectly reinforces our message of the importance of families coming together to celebrate.
Lets Celebrate
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