group 6 jolin rita snow crystal bema. what’s this…….. do you like it? come to our ice cream...
TRANSCRIPT
Target Market
Students and people who live in the neighborhood of South China Normal University
Age: 15-30
Sex: mainly females and lovers
One-taste ice cream
Chocolate ice cream
Vanilla ice cream
Taro ice cream
Mango ice cream
Green Tea Ice Cream
……
•Made by our employees
•Designed into attracting shapes with some decorations, such as fruits and chocolate.
Product Characteristics
Major product :
Ice cream
•One-taste ice cream
•Multi-taste ice cream •Lovers Combo
Multi-taste ice cream Customers choose what kind
of ice cream he/she likes
Two choices:
Made by our employee
Made by himself/herself
Employees
Made and sent
To customers
Prepare the materials for the customers
Make the ice cream according the brochures, which will show the customers how to do the ice cream
Have troubles, calling and asking our employees
Lovers Combo
• A large dish of ice cream to share
• A small dish salad or a small cup of fresh juice for each lover
The lovers can make the ice cream according our brochure together , and then enjoy their ice cream……
•Improving the relationship
between lovers
•Save our cost
So, besides ice cream, we still have……
Fruit salad &Fresh juice
After eating ice cream,
you may feel…….. Thirty
Back
Pricing No competitor to open such the same kind of ice
cream store as ours in the neighborhood of South China Normal University
However……
If one wants to eat some ice cream, she/he will
have two choices
Go to our stores
Buy products of Five-Goat, Wall’s or
Haagen-Dazs
So….. the prices of our products will be……
Higher than Wall’s and Five-Goat, which costs only ¥ 3 or ¥ 4, but lower than Haagen-Dazs, which is much expensive (a small cup of ice cream may cost you ¥ 28)
Since our target customers are mainly students, we will try to lower the price, and after a period of time, when we build up our brand awareness of our customers, we will rise the price.
The prices vary ¥ 5- ¥ 20
Here comes our product price list
small Middle Large
One taste ¥ 5 ¥ 7 ¥ 9
Salad ¥ 10- ¥ 12
¥ 14- ¥ 16
¥ 18- ¥ 20
Juice ¥ 7- ¥ 9 ¥ 10- ¥ 12
¥ 13- ¥ 15
Multi-tastes 2 3 4 5
prices ¥ 10 ¥ 12 ¥ 14 ¥ 16
Lovers Combo ¥ 50Back
Affected by
seasons
Distribution
1)A store which lies in the neighborhood of South Normal University is necessary
2)Renting a booth in the school canteens to sell our products
——Convenient
Back
Direct Mails & Posters
Method: Employ some students to hand out direct mails and put up posters
Place: Students’ dormitories & the neighborhood of the school, such as the streets outside the school
Time : two days
Students are always more willing to get the direct mails from the
other students
Cost a little but effective for students
Coupons
Time: last a month after our store “debut”
The kind
of coupon
Target customer Gift
Sister coupon Two girls or two boys spend more than ¥ 40
on our products
a small dish of salad or a small cup of juice
Group coupon more than five persons to spend more than
¥ 90
a large dish of fruit relish( 水果拼盘 )
Lovers coupon A girl and a boy, if they admit that they are lovers and spend more tha
n ¥ 50
environmental shopping bags or cups printed with our logo
and store name ”Yummy Yummy”
Point-of-displays two sites: 1) the main roads in schools 2)the most closed metro exit in the neighborhood of schools
Time periods: 10:30am.-1:00pm. 4:00pm.-7:00pm
Everyday, last for two weeks
More students
1)Ice cream making displays given by our
employees2) displaying some
samples of our products
Be invited to make ice cream with the
help of our employees
Get the ice cream for
free!!!
Do a questionnaire
to give us some advices
Improving our products and
services
Point-of-displays
An Ice Cream Making Match ——the most important
Method:
Cooperating with the Students Associations of schools
As reward, we will sponsor the Students Association with some coupons which
will can be used in our store to get free products
However……..
Not more than ¥ 1000
the Students Associations
help us to propagandize our contest and prepare a place for us to host this contest
QQ, Weibo,
etc
The participators
will be asked to make ice cream with the materials we offer
We will choose the top three
students and give prizes
Prizes
Every participator can enjoy the ice cream they make in the contest
Prizes for Top Three
The first prize: ¥ 150
The second prize: ¥ 100
The third prize ¥ 50
The top three students will get a part-time job in our store.
Budget (assessment)
Promotions Cost
Direct Mails & Posters ¥ 500
Coupons Unknown
Point-of-displays ¥ 600
An Ice Cream
Making Match
¥ 500
Others ¥ 200
Sum Up ¥ 1800+unknown=
unknown