Cold Stone Creamery The Harris Agency Morgan Harris, Kasey Brandmahl, Laura Johnson, Jennifer Garriques
Jan 05, 2016
Cold Stone Creamery
The Harris AgencyMorgan Harris, Kasey Brandmahl, Laura Johnson, Jennifer Garriques
Executive Summary
• Primary goal• Secondary goal• Premium quality, variety• Background info• Strategy• Media, promotional ideas
Situational Analysis
• Current users
• Geographical emphasis
• Seasonality
• Purchase cycle
Situational Analysis
• Creative requirements
• Competitive sales
• Competitive media
Marketing Objectives
• Open new stores
• Top 10 on Top Franchise Opportunity list for 2008
Primary Research
• “More locations”
• “Lower prices”
• New target market!
Problems and Opportunities
• Problem: – More locations
• Opportunity:– Growth potential
• Problem:– High prices
• Opportunity:– Discounts and promotions
Budget
• Richmond, VA– 1.5 million
• Little Rock, AR– 1 million
Richmond, VA
* We were under budget by $28,500 *
* We were under budget by $137,400 *
3%
65%
5%
10% 7%
Television
Radio
Newspaper
Outdoor
Contingencies
78%
5%
10%2%
1%
Television
Radio
Newspaper
Outdoor
Contingencies
Media
• Used:– Local billboards– Local network television– Local radio– Local magazines
• Not Used:– Internet
Newspaper
Newspaper
Local magazine
Billboard
Holiday banner
Holiday banner
Candy partnership
Punch card
Press Release
Commercials
• Cinderella radio
• Wizard of Oz radio
• Pinocchio radio
• TV