Marketing Strategies of an Ice Cream Firm

Marketing Strategies of an Ice Cream Firm

Introduction

As the Marketing Manager of this ice cream firm, CALMOR, I have

written this report detailing the marketing strategy for the launching

and selling of a new ice cream containing liqueur, as the ice cream

liqueur would contain at least 6% alcohol, there are restrictions as

to where it can be sold. With a budget of £5 million, I have also

detailed where this budget is to be allocated. Located within the

Appendix are the mind maps and action plans that I have produced to

help me follow the principles of marketing in investigating,

launching, and selling liqueur ice creams.

Marketing and marketing research affects the choice of the marketing

strategy used because it is the results that the marketing research

has produced that will guide me as to what is the best ways in which

to get the product onto and made a success of in the marketplace. Also

so that we can ascertain the best marketing mix that would apply to

the product to be launched.

C1 The Marketing Strategy requires Research to find out:

· Customer Requirements – Is there a market for liqueur ice creams?

· The Right Products to Develop to Meet Customer Needs – Which

liqueurs would the consumer’s prefer/buy the most? Which product

variation is preferred?

· How to Position the Product in Relation to Other Products – Where to

sell/to whom?

· The Right Marketing Mix – Is the product right?, Is it sold in the

right places?, At the right price?, Is the product promoted in the

right places to get maximum exposure to potential customers?

This would also include the suitability of the marketing and launching

of the product. The acceptability of the product, whether the risk of

launching this product is acceptable to the company. The feasibility

of whether the product will work within the existing ice cream market.

In order to successfully launch and market this product, primary and