ml dgic success presentation

Dreyer’s Ice Cream Dreyer’s Ice Cream Success Success Michele Lawrence Senior District Manager - Dreyer’s Grand Ice Cream 19835 Managua Place Murrieta, CA 92562 951-727-6761

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Dreyer’s Ice Cream Success Dreyer’s Ice Cream Success

Michele Lawrence

Senior District Manager - Dreyer’s Grand Ice Cream19835 Managua Place

Murrieta, CA 92562

951-727-6761

The Recipe for Success – Start with Creative Ideas!

• Caramel Fudge Brownie Sundae

• Vanilla/Berry Chocolate Cup

• Sweetheart Torte

• Apple Crisp

• Dulce Carmel Tortilla

Add Great Relationships with the Distributors

• Four Time - Supplier of the Year for Dairy/Beverage at Sysco LA

Build a great sales team - Managed 6 operator specialists

Create Excitement

Be the best out there

• Dreyer’s: #1 premium ice cream, Tollhouse # 1 Sandwich, Drumstick - #1 Sundae Cone, Haagen Dazs - #1 super premium ice cream

Race to all Challenges

• Featured Dibs Car at Sysco San Diego Show – Race theme

• Dibs were a hit at the Acura Classic!

• Enjoy the following examples of some of my accounts in the Southern California Market

Michele’s Photo Gallery

Sports Success– Petco Park

• Petco is a “Clean” Stadium – allowing branding only within the concession site

• Added 6 carts and hawking

• Sales here grew 39% in 2006 and 58% in 2007

Sports Success - Chargers - Before - Before• 2005 had 4 unbranded locations

with sales of 316 cases

• 2006 added 32 countertop locations, a parlor and hawking

• Sales grew to 4077 cs in 2006 Sales grew to 4077 cs in 2006 and 6624 cases in 2007and 6624 cases in 2007

Converted the Team Store to a Parlor

Added visibility inside the stadium

Added exterior signs, Menu boards and stenciling to 6 “ice cream” stands and freezers to 26 additional Fan Stands

Added 32 New Points of Purchase

Increased visibility and sales inside the stadium

Charger fans outside the parlor

Dibs Hawker

LEGOLAND, Carlsbad

• LEGOLAND Sales increased 60% since 2005

San Diego Zoo and Wild Animal Park

Sales doubled at the SD Zoo and Wild Animal Park from 2005 – 2007

San Diego Zoo added Dibs to their Snack Category

Original AwningOriginal Awning

New High Visibility Locations

““Sales have tripled since I changed Sales have tripled since I changed to Dreyer’s branded”to Dreyer’s branded”

Mike, Hawaiian Shave IceMike, Hawaiian Shave Ice

New AwningNew Awning

Dreyer’s Parlor - Carlsbad

• $15,000 in Sales in 1999 grew to over $37,000

• Complete renovation in 2006 of Parlor – reduced clutter and added an updated look

• Added Loaded Concept

• Added Dreyer’s Soft Serve

Other Accounts• Restaurants• Lodging • Parlors

School Success

• Sweetwater School

• Anaheim Unified

• San Diego City Schools

• And others

Special Events

• College Samplings

• “Wave House” Concerts

• Concerts on the Bay

Competencies – Michele Lawrence

• Business Knowledge

• Leadership

• Personal Effectiveness

• Total Enterprise Perspective

• Integrity

• Collaboration

• Planning

• Executing

• Accountability

• Communication Skills

• Initiative

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ml dgic success presentation

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