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Rub COLD STONE IMC Strategy
Ice cream for your Love
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Situation Analysis
Targeting
SWOT Analysis
Positioning
Communication Objectives
Strategic Plans
Media Scheduling
CONTENTS
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Market share of
premium ice cream
about 30%
Situation Analysis
Environment analysis
Premium ice cream
Consumers more sensitive
about taste Well-being trend
Premium ice cream market will constantly grow
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Cold stone ocuppy about 1%
Situation Analysis
Environment analysis
BaskinRabbins
Natuur
Haagendazs
coldstone
Redmango
cafetiamo
Top 3 occupy 74% of market share
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10~20 Targeing
No.1 market share , awareness
Active promotion
Relatively low price
Situation Analysis
Competitor Analysis
No.1 brand in market
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Women twenties’
in high society
All-natural ingredients
Viral marcketing (Premium)
All-natural ingredients
Situation Analysis
Competitor Analysis
Haagendazs
Natuur
Backup company
Active and step…(생략)
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nce of matchless first brand.
-Wellbeing trend.
-Various desserts.
Situation Analysis
SWOT Analysis
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Basic dessert consumer
Segmentation
Geo/Demographic & Behavior, Psychographic
‘Dessert’
should eat after having meal.
High school and university students
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Health-pursuit consumers
Segmentation
Geo/Demographic & Behavior, Psychographic
Customers looking for healthy
relatively old people like
40’s,50’s or more
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Segmentation
Geo/Demographic & Behavior, Psychographic
Cultural value-pursuit consumers
dessert implicit cultural value
taste of dessert and service
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Targeting
Main Target
20’s women
prefer events and consider
personality important
can do word-of-mouth marketing through SNS like blogs or Facebook
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Targeting
SUB Target
Lovers/Young adult families who influence to 2030’sconsumption.
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Positioning
Positioning map
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Communication objective
Objecti
Cold Stone,Brand IMC strategy.pptx
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