Marketing Plan Example Four: Custom Ice Cream

I am in charge of all on line marketing, advertising, and sales activities. I have experience with several computer programs, which will aid me in the creation of this site, Netscape Communicator, Microsoft Publisher, and Corel Draw. (Customized logos and graphics) I have been involved in the marketing industry for 4 years and have previously worked with Dreyers Grand Ice Cream and Dorgel Novelty Dessert, involved in website development and marketing. I am confident in my computer, marketing, and creative skills and therefore have moved to begin this new on-line business where I can further enhance my current skills.

My business is an on-line, fun and interactive custom flavoured ice cream shop, where all individuals, young and old can create and purchase their own customized ice cream treats. There are a large variety of flavours, candies, toppings, swirls and much more! Through a mix of any and all flavours, you can blend thick and creamy, low fat ice cream with your own original recipe. All flavours are of the highest quality and offer great taste, personalized packaging and a good price. It will include an on-line product list with ingredients included, top 10 flavour chart, a customer support section, an e-mail component for responses to customer questions and concerns, and all manufacturing and shipping information. All products will be priced in Canadian dollars, and there will be on-line promotional incentives where customers can enter contests to win great prizes, trial samples, and discounts on future purchases.

Why My Business Launch Will Be Successful:

I believe that “Custom Crème Creations” will be successful because there is currently a large market for customized ice cream. The customized flavoured ice cream market holds greater volume importance and growth expectations over plain, ordinary flavours. The world is becoming more aware of technology and the Internet and this creates a great opportunity to place the items that people desire (ice cream) on the Internet where they can access it with ease and convenience. Why not purchase a customized flavoured ice cream treat created by yourself instead of making a trip to the store and settling for the common brands? Ice cream has yet to be available in such a convenient, personally delivered package, people are busy with everyday life and need an easy way to satisfy their “sweet tooth”. With this site they can shop in the comfort of their home or office and have their favorite treat waiting for them in their freezer. Convenience and quality sure tastes great!

My site will consist of an on-line “freezer” where people will choose as many flavours as they want to be present in their own ice cream blend i.e. strawberry, mango, banana, cherry, along with a large selection of candy and chocolate items, peanut butter crunch, Oreo, nuts, skittles, nerds etc. All flavours will be described and priced according to selection. Once completed the entire mix of all items (which are stored in the virtual freezer as you go) will be put together to create the final flavour blend. Then the customer will fill out the order form and payment method where they will complete the transaction. The site will also include fun contests to enter when you make a purchase from the site. I will incorporate a personal approach on this site as individuals are able to “NAME” their ice cream and when delivered to the home, this name, along with their personal ice cream recipe will be printed on the container. Due to the fun nature of this product, I plan to create a site that delivers a good feeling through the use of specific fonts, backgrounds, and colours. This is the current plan, which will be added to and further developed during the actual creation of the site.

I plan to sell customized ice cream treats along with the image of variety, choice, and individuality. I will place all items in different sections, categorizing them by fruit flavours, chocolates, candies etc. All individuals will create their own recipe and name for their personal ice cream, which will be printed on the package. Currently this is my main focus, however additions may be made throughout the construction of the site.

With how quickly technology is moving today, I think that people are looking for an easy and effective way to shop. Everyone has the frustration of what to buy and wasting money on items (ice cream) that they are not entirely satisfied with. This website offers a fun and easy way to choose the product you desire while saving you from all the hassles. People are looking for quality items for their money, and that is what we offer, a customized, low fat ice cream treat at a great affordable price.

My motivation for building this site comes from my love of ice cream and the ability to create my favorite flavours. I also hope to learn more about building a successful business on the web and possibly enhance my current computer skills. This will be a great experience to learn how a business such as this would do in such a demanding fast-paced market.

Both males and females of all ages who enjoy ice cream treats and desire to create their own custom flavours and have them processed and delivered to them personally.

There is always a demand for ice cream in the market and a custom flavoured ice cream holds an even greater potential growth rate.

People have concerns about what is in the products they consume (ingredients, fat content etc.)

This product will satisfy individual needs for selection and a great tasting product.

We are unique as we offer a customized, quality treat and packaging, along with coupons, prizes, and on-line contests.

My potential customers are children ages 10 and up, to teenagers, to young adults, to parents. My product can really be loved and purchased by any age group however these are the primary purchase groups. These groups are the ones that enjoy ice cream the most and would be most concerned with creating their own recipe for several reasons ranging from fun flavour, to fat content and health concerns. The site will be available for only Canadian consumers to start off with and depending on the success of the site we may branch out to the U.S.

It is pretty much pure competition in the ice cream market. We are competing with all of the major ice cream providers i.e. Breyers, Hagen Daz etc. Of this competition however, we are the only ones to offer the actual purchase and delivery of an ice cream product through on-line services. This site will beat the competition due to the customization and large flavour selection our brand offers. The aspect of variety and choice along with the fun, interactive, personalized production of our ice cream shows how our product differs from other products in our market. We provide the ease of ordering your own ice cream creation on-line and having it delivered to your home within 3 days. We provide superior customer service thorough on-line customer support and e-mail and fun ways to get our customers involved in the entire purchase of our ice creams.

The marketing strategy will be further developed upon construction of the storefront.