EXECUTIVE SUMMARY
“I scream. You scream. We all scream for B’s ice-cream.” In an attempt to get our target audiences’ taste buds buzzing for over twenty- six (26) years, we have been producing a variety of enticing homemade ice- cream flavours that suites all occasions, age groups and healthy lifestyles. The founders, Katherine and Anderson Bethel, were determined to produce an all natural, eggless, pasteurized, homemade texture and certified halaal product that everyone could enjoy at any day and anytime.
Throughout the proceeding readings of our marketing plan, you will be exposed to our situational analysis, marketing goal and objectives, marketing strategies, market implementation and evaluation and control. We will allow you to enter into …show more content…
Of all B’s competitors, Willies ice cream seems to be its major competitor as they provide all that B’s has to offer and more in terms of ingredients, the use of local fruits rather than artificial ingredients and flavours. (see FIGURE 1.1 in appendix)
B’s Homemade Ice Cream has done exceptionally well in the distribution of their product, from distributing via carts in their initial start up to now owning their own transportation vehicle delivering to many outlets. B's Homemade Ice Cream is available at leading supermarkets nationwide including HiLo and TruValu as well as at NP Quik Shoppes, seen in diagram 1. Diagram 2 shows that they also distribute directly to consumers using their own outlets, meaning there are no middlemen involved. They have a major issue however, in the distribution of their product into megastores such as PriceSmart, where only premium brands such as Haagen Daaz and Blue Bunny are sold. This decreases the comparative edge that local ice cream manufacturers could have due to their inability to tap into that market of …show more content…
This could mean the creation of new flavors, promotional campaigns and new ventures. This objective can be viewed as specific, as it defines the responsibilities assigned to that particular sector. It also has a quantifiable goal of three ideas that are to be implemented and therefore is measurable, and it is also time specific in stating that it is operating within the confines of that particular
“I scream. You scream. We all scream for B’s ice-cream.” In an attempt to get our target audiences’ taste buds buzzing for over twenty- six (26) years, we have been producing a variety of enticing homemade ice- cream flavours that suites all occasions, age groups and healthy lifestyles. The founders, Katherine and Anderson Bethel, were determined to produce an all natural, eggless, pasteurized, homemade texture and certified halaal product that everyone could enjoy at any day and anytime.
Throughout the proceeding readings of our marketing plan, you will be exposed to our situational analysis, marketing goal and objectives, marketing strategies, market implementation and evaluation and control. We will allow you to enter into …show more content…
Of all B’s competitors, Willies ice cream seems to be its major competitor as they provide all that B’s has to offer and more in terms of ingredients, the use of local fruits rather than artificial ingredients and flavours. (see FIGURE 1.1 in appendix)
B’s Homemade Ice Cream has done exceptionally well in the distribution of their product, from distributing via carts in their initial start up to now owning their own transportation vehicle delivering to many outlets. B's Homemade Ice Cream is available at leading supermarkets nationwide including HiLo and TruValu as well as at NP Quik Shoppes, seen in diagram 1. Diagram 2 shows that they also distribute directly to consumers using their own outlets, meaning there are no middlemen involved. They have a major issue however, in the distribution of their product into megastores such as PriceSmart, where only premium brands such as Haagen Daaz and Blue Bunny are sold. This decreases the comparative edge that local ice cream manufacturers could have due to their inability to tap into that market of …show more content…
This could mean the creation of new flavors, promotional campaigns and new ventures. This objective can be viewed as specific, as it defines the responsibilities assigned to that particular sector. It also has a quantifiable goal of three ideas that are to be implemented and therefore is measurable, and it is also time specific in stating that it is operating within the confines of that particular