Transcript Cold Stone Creamery - Radford University

Cold Stone Creamery
The Harris Agency
Morgan 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
Richmond, VA
Budget
• Richmond, VA
7%
10%
3%
5%
Television
Radio
Newspaper
– 1.5 million
Outdoor
Contingencies
65%
* We were under budget by $137,400 *
2%
• Little Rock, AR
10%
1%
5%
Television
Radio
Newspaper
Outdoor
Contingencies
– 1 million
78%
* We were under budget by $28,500 *
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