Vitaly Ievlev

At least ice-cream they produce is not premium. more like a bit higher than average. Can we Shorten the whole bullet point by saying "dairy products"? cause this listing of the stuff they make doesn't add anything significant to our presentation.

Background

Founded 1914

Organically Certified

Midwestern families

Big grocery store retail

Ice-cream & other dairy products

5 plants, 1125+ employees, $800 M ($1.08M)

Facebook Feed #ItsTheCows

Kemps 1987 to Now

Twitter Feed

The Parents Emphasis on Family Marketing

The Health Conscious

Existing Marketing StrategiesMarketing Research:

qualitative and quantitative.

Digital Marketing: Social (Facebook, Twitter) Paid Media

Campaigns: Guinness world record PR, #ItsTheCows

Segmentation: geographic, demographic, psychographic, behavioral

Main Competitors

Competes in middle and premium Midwestern markets, but not in super-premium ice-cream markets.

Industry trendsGelato is motivating sales

Yogurt sales are declining

iGeneration and Millennials drive sales

Hormone-free/allergen claims see strong growth

Kemps’ Sales TrendsSeasonality. Summer & Christmas - sales peak (900k, 550k vs

avg 450k)

1 pint vanilla & 3 pint - cash cows, $5.25 avg purchase

Novelties falling (7&7)

Premium is growing

New Product’s ObjectivesLaunch a new product under a new Kemps-owned brand that is:

Marketed to a new target audience

Unique/Different

Sustainable - 3 years

Sizeable/Scalable - $1M

Competitive

New Target MarketMillennials with higher education

Young & active & health conscious

Often single

Our Marketing StrategiesAn Integrated Marketing approach.

Quantitative and qualitative market research

Social Media Marketing -- Facebook, Instagram, Twitter

Website -- optimized SEO analysis

Technology: Google Analytics, Google Adwords, MailChimp, Tag Manager and other automation tools

Public Relations integration (press release, media outreach, small group testing)

Measurements for successRevenue

Brand awareness; social and digital activation

Improving social engagement

Sustainability