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Cold Stone Creamery
Contents
1. Introduction
2. Environmental Analysis
3. Marketing Mix(4P) Analysis
4.STP(Segmentation, Targeting, Positioning) Analysis
5.Research Analysis
6. Recommended marketing program
1. Introduction
Introduction-Cold Stone Creamery’s Background
`Susan Sutherland & Donald`
Cold Stone Creamery was founded in 1988 by Don and Susan Sutherland in Tempe, Arizona
Cold Stone + Creamery
Cold Stone Frozen granite stone with 9 degrees below zero
Creamery Dairy farm which produces dairy products by using fresh milk
Brand name
Brand Identity
Ice cream = Creation
What makes Cold Stone unique is that consumers get a “Creation” ice cream blended on a frozen granite stone with different things mixed-in like nuts, candy, cookies, fruits, etc
Cold Stone is a super premium ice cream store that gives us …(생략)
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ysis
Threat
Opportunity
■Unique and differentiated mixing
■Rich taste of ice cream and freshness of waffle
■Funny store atmosphere
■Positive brand Image
■Trend of customization
■Experience and trend of five senses
satisfaction
■Expansion of dessert market
■Limited menu and complex menu
selection
■Insufficient advertising and promotion
■Higher price compare to other stores
■Low awareness
Strength
Weakness
■ Aggressive market competition
■Negative perspective about foreign
brands
3. Marketing Mix(4P) Analysis
Create Your Own
Coming right up
Unique ice cream
Unique name!
Cold Stone’s Marketing Mix - Product
At the cocoa banana cabana
I’m berry pine
Berry berry berry good
Cold Stone’s ice cream philosophy is “Yes”, “Of course”, and “Coming right up”
Customers of Cold Stone can make their own ice cream by selecting from among more than 14 kinds of ice cream and more than 38 kinds of mix-in
Step.1
Step.2
Step.3
Cold Stone’s Marketing Mi
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