Date post: | 05-Jan-2016 |
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Cold Stone Creamery
The Harris AgencyMorgan Harris, Kasey Brandmahl, Laura Johnson, Jennifer Garriques
Executive Summary
• Primary goal• Secondary goal• Premium quality, variety• Background info• Strategy• Media, promotional ideas
Situational Analysis
• Current users
• Geographical emphasis
• Seasonality
• Purchase cycle
Situational Analysis
• Creative requirements
• Competitive sales
• Competitive media
Marketing Objectives
• Open new stores
• Top 10 on Top Franchise Opportunity list for 2008
Primary Research
• “More locations”
• “Lower prices”
• New target market!
Problems and Opportunities
• Problem: – More locations
• Opportunity:– Growth potential
• Problem:– High prices
• Opportunity:– Discounts and promotions
Budget
• Richmond, VA– 1.5 million
• Little Rock, AR– 1 million
Richmond, VA
* We were under budget by $28,500 *
* We were under budget by $137,400 *
3%
65%
5%
10% 7%
Television
Radio
Newspaper
Outdoor
Contingencies
78%
5%
10%2%
1%
Television
Radio
Newspaper
Outdoor
Contingencies
Media
• Used:– Local billboards– Local network television– Local radio– Local magazines
• Not Used:– Internet
Newspaper
Newspaper
Local magazine
Billboard
Holiday banner
Holiday banner
Candy partnership
Punch card
Press Release
Commercials
• Cinderella radio
• Wizard of Oz radio
• Pinocchio radio
• TV