Johanna LopezProfessor BarucaMarketing Management4 May 2013

Marketing Analysis and Strategies

3.1.

Customer knowledge we need to form segmentso We need to address what our current and future customers are looking for

in a creamery or ice cream shop: High quality ice cream (with premium ingredients) Large quantity of mix ins (popular and unique ingredients you can

mix in or top your ice cream with Variety of flavors (your normal chocolates and vanillas, but

incorporating new flavors that might only be sold at your store and can set you apart from competitors.

Ice Cream Atmosphere (frosting the glass separating the store from the gym, having more seats available, smells of delicious waffle cones and ice cream flavors filling the air)

Reasonable pricing Good Service More Hours of Service

o We need to address who our primary and secondary target market is: Primary ~Students, Faculty, Professors Secondary ~Local Residents and Nearby High Schools and Middle

Schoolso Segments of interest

Mostly our people here on campus. Once we get them as regular customers then we can branch out to our locals nearby.

3.2.

Primary and Secondary Segmentso Demographics:

Students: Men and Women between the ages of 18-22, located on Campus and nearby in Bridgeport and Fairfield.

Faculty and Professors: Men and Women 25 and older, located in Connecticut and New York areas.

o Basic Needs, Wants, Preferences or Requirements Needs: Basic food, Basic transportation, shelter, healthcare, basic

clothing, etc. Wants: Designer Clothes, Eating out, New Cars, Expensive

Laptops or PCs. Video games, cable television, etc.

Johanna LopezProfessor BarucaMarketing Management4 May 2013

Preferences: Will have to conduct surveys about what consumers prefer, give out samples and see what input is given( what’s popular and what isn’t)

Requirements: Learn what our target customers require in order for them to have a good experience in our shop and when it comes to ice cream. What do they consider good and how do we accomplish and cater to that.

3.3.

Positioning Strategyo We want our customers to see us as a creamery with delicious and distinct

flavors sold at a reasonable price, in a comfortable and convenient location, with clean and friendly staff.

Gofer Ice Cream

Sunny Dae's

Walnut Beach Creamery

Perceptual Map of Creameries in Fairfield Connecticut

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Johanna LopezProfessor BarucaMarketing Management4 May 2013

o Based off the data and reviews of these three ice cream shops, Gofer ice cream is the best one due to higher quality and better pricing. In order for us to get better and to be a challenging competitor we need to grow in those areas. We need to sell a higher quality ice cream and have more options if we are going to charge our price.

Our creamery needs to focus on a few things such as pricing, location and our target market in order to become more successful. In terms of our pricing, because of the quality of products we sell, many customers are not happy with how much they are paying for them. So we need to invest in higher quality ingredients, so that our pricing will be worth our product. If we just lower prices and don’t change our product then we will not make any money because our competitors are selling at a similar or slightly higher price already. For our location, since we can’t move it we can only enhance the atmosphere and entire look of our creamery. We should frost the glass separating the gym from the creamery, we should maybe incorporate beach ideas to go along with the title of our shop, we should have more seating in case people want to eat inside, so they don’t have to stand, and we should have signs outside of the building so people can be aware that there is even a creamery inside. Our target market will mostly be our college students and staff, but as we grow and become more successful we should expand to our local neighborhood residents and schools.