Download - Kemps Marketing brief
Background
Founded 1914
Organically Certified
Midwestern families
Big grocery store retail
Ice-cream & other dairy products
5 plants, 1125+ employees, $800 M ($1.08M)
Existing Marketing StrategiesMarketing Research:
qualitative and quantitative.
Digital Marketing: Social (Facebook, Twitter) Paid Media
Campaigns: Guinness world record PR, #ItsTheCows
Segmentation: geographic, demographic, psychographic, behavioral
Main Competitors
Competes in middle and premium Midwestern markets, but not in super-premium ice-cream markets.
Industry trendsGelato is motivating sales
Yogurt sales are declining
iGeneration and Millennials drive sales
Hormone-free/allergen claims see strong growth
Kemps’ Sales TrendsSeasonality. Summer & Christmas - sales peak (900k, 550k vs
avg 450k)
1 pint vanilla & 3 pint - cash cows, $5.25 avg purchase
Novelties falling (7&7)
Premium is growing
New Product’s ObjectivesLaunch a new product under a new Kemps-owned brand that is:
Marketed to a new target audience
Unique/Different
Sustainable - 3 years
Sizeable/Scalable - $1M
Competitive
Our Marketing StrategiesAn Integrated Marketing approach.
Quantitative and qualitative market research
Social Media Marketing -- Facebook, Instagram, Twitter
Website -- optimized SEO analysis
Technology: Google Analytics, Google Adwords, MailChimp, Tag Manager and other automation tools
Public Relations integration (press release, media outreach, small group testing)