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