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What’s this……..

Do you like it? Come to our ice cream store

Yummy Yummy Delicious & fantastic

Target Market

Students and people who live in the neighborhood of South China Normal University

Age: 15-30

Sex: mainly females and lovers

Marketing Plan

Product Characteristics

Pricing

Distribution

Promotions

One-taste ice cream

Chocolate ice cream

Vanilla ice cream

Taro ice cream

Mango ice cream

Green Tea Ice Cream

……

•Made by our employees

•Designed into attracting shapes with some decorations, such as fruits and chocolate.

Enjoy Your Ice cream…..

Back

Product Characteristics

Major product :

Ice cream

•One-taste ice cream

•Multi-taste ice cream •Lovers Combo

Multi-taste ice cream Customers choose what kind

of ice cream he/she likes

Two choices:

Made by our employee

Made by himself/herself

Employees

Made and sent

To customers

Prepare the materials for the customers

Make the ice cream according the brochures, which will show the customers how to do the ice cream

Have troubles, calling and asking our employees

Finally, Enjoy your ice cream…..

Back

Lovers Combo

• A large dish of ice cream to share

• A small dish salad or a small cup of fresh juice for each lover

The lovers can make the ice cream according our brochure together , and then enjoy their ice cream……

•Improving the relationship

between lovers

•Save our cost

So, besides ice cream, we still have……

Fruit salad &Fresh juice

After eating ice cream,

you may feel…….. Thirty

Back

Pricing No competitor to open such the same kind of ice

cream store as ours in the neighborhood of South China Normal University

However……

If one wants to eat some ice cream, she/he will

have two choices

Go to our stores

Buy products of Five-Goat, Wall’s or

Haagen-Dazs

So….. the prices of our products will be……

Higher than Wall’s and Five-Goat, which costs only ￥ 3 or ￥ 4, but lower than Haagen-Dazs, which is much expensive (a small cup of ice cream may cost you ￥ 28)

Since our target customers are mainly students, we will try to lower the price, and after a period of time, when we build up our brand awareness of our customers, we will rise the price.

The prices vary ￥ 5- ￥ 20

Here comes our product price list

small Middle Large

One taste ￥ 5 ￥ 7 ￥ 9

Salad ￥ 10- ￥ 12

￥ 14- ￥ 16

￥ 18- ￥ 20

Juice ￥ 7- ￥ 9 ￥ 10- ￥ 12

￥ 13- ￥ 15

Multi-tastes 2 3 4 5

prices ￥ 10 ￥ 12 ￥ 14 ￥ 16

Lovers Combo ￥ 50Back

Affected by

seasons

Distribution

1)A store which lies in the neighborhood of South Normal University is necessary

2)Renting a booth in the school canteens to sell our products

——Convenient

Back

Promotions

•Direct Mails & Posters

•Coupons

•Point-of-displays

•Hosting An Ice Cream

Making Contest

Direct Mails & Posters

Method: Employ some students to hand out direct mails and put up posters

Place: Students’ dormitories & the neighborhood of the school, such as the streets outside the school

Time ： two days

Students are always more willing to get the direct mails from the

other students

Cost a little but effective for students

Coupons

Time: last a month after our store “debut”

The kind

of coupon

Target customer Gift

Sister coupon Two girls or two boys spend more than ￥ 40

on our products

a small dish of salad or a small cup of juice

Group coupon more than five persons to spend more than

￥ 90

a large dish of fruit relish( 水果拼盘 )

Lovers coupon A girl and a boy, if they admit that they are lovers and spend more tha

n ￥ 50

environmental shopping bags or cups printed with our logo

and store name ”Yummy Yummy”

Point-of-displays two sites: 1) the main roads in schools 2)the most closed metro exit in the neighborhood of schools

Time periods: 10:30am.-1:00pm. 4:00pm.-7:00pm

Everyday, last for two weeks

More students

1)Ice cream making displays given by our

employees2) displaying some

samples of our products

Be invited to make ice cream with the

help of our employees

Get the ice cream for

free!!!

Do a questionnaire

to give us some advices

Improving our products and

services

Point-of-displays

An Ice Cream Making Match ——the most important

Method:

Cooperating with the Students Associations of schools

As reward, we will sponsor the Students Association with some coupons which

will can be used in our store to get free products

However……..

Not more than ￥ 1000

the Students Associations

help us to propagandize our contest and prepare a place for us to host this contest

QQ, Weibo,

etc

The participators

will be asked to make ice cream with the materials we offer

We will choose the top three

students and give prizes

Prizes

Every participator can enjoy the ice cream they make in the contest

Prizes for Top Three

The first prize: ￥ 150

The second prize: ￥ 100

The third prize ￥ 50

The top three students will get a part-time job in our store.

Budget (assessment)

Promotions Cost

Direct Mails & Posters ￥ 500

Coupons Unknown

Point-of-displays ￥ 600

An Ice Cream

Making Match

￥ 500

Others ￥ 200

Sum Up ￥ 1800+unknown=

unknown

Do you want to make your own ice cream?

Come to “Yummy, Yummy” and enjoy……….

Thank You………..