IV.

Marketing Objectives

There is plenty of competition in the ice cream industry. That competition is

present all year round but gets especially stiff during the hot summer. That is why
you should do everything you can to make sure that your brand stands out and
that people recognize it. You need to have concrete marketing objectives that are
easy to quantify, such as increasing awareness by a certain percentage in your
target audience.

Strive to be even more specific, perhaps targeting certain niches, such as being
the go-to place for parties or for friends just looking to hang out. To achieve these
objectives, you will need to come up with some solid strategies.

Be Unique.

Be unique with the flavors you create for your ice cream shop. If you sell the
same flavors as everyone else, you shouldn't expect to have different results
from everyone else. Keep experimenting with new flavors and let your customers
try them out. If they like them, keep offering them while you dream up even more
creative flavors to introduce.

Be Generous.

Be generous with samples, especially with people who are walking into your
store for the first time. No one refuses an ice cream sample. Have a flavor of the
day every day, and let your customers know about it and taste a sample. This is
a good way to unveil your new creations and encourage your customers to buy. If
they enjoy visiting your shop and sampling new flavors, they're also likely to
spread the good word
 V. MARKETING STRATEGIES Ice Cream Marketing Ideas to Treat Your
Customers This Summer

It’s summertime, which means everyone is screaming for ice cream. And since
people are willing to stand in line in the hot sun just for a cone, ice cream stands
are often starving for extra staff to serve guests on the hottest days of the year.
With that in mind, which restaurant marketing strategies can help these ice
cream stands to scoop the competition?
1. Increase sales to those who are there.

Try doubling your sales by upselling each and every customer on another
product. At busy ice cream stands, this isn’t a common practice because the
lines are long and customers need to be served, but it’s easy to boost profits by
asking questions like:

 Would you like a drink with that?

 Do you want to try one of our special caramel-filled waffle cones?
 Do you want to add whipped cream and hot fudge to turn that bowl into a
sundae?
 How about an iced coffee for yourself, to go with all those kiddie cones?
You’re gonna need it!
 Would you like a free sample of a new flavor we have?
You can also create menu items outside of ice cream, like iced coffee or
frozen lemonade!

2. Create unique ice cream flavors

It’s important to have the staple ice cream flavors, but those may not be the ones
that keep people coming back. Ice Cream in , unique flavors are one of the keys
to success.

“One of our constant favorites is honey lavender, which is honey ice cream made
with fresh French lavender. Then the cotton candy with gummy bears, which is
the kids favorite,” store there’s an ice cream shop called . Larges that
specializes in unique and exotic ice cream flavors. As you can probably imagine, 
ice cream and all natural dairy from local farms.
 3. Host a contest.

Every successful business has one, and they work fairly well. More Iced
Creamery doesn’t show ice cream at all in their store. Each flavor of ice cream is
stored individually in their own stainless steel containers so that the flavors don’t
mix and the temperatures are ideal for each individual flavor.

“instead of asking customers to ‘taste with their eyes,’ we encourage our

customers to taste, really taste, as many flavors as they like before making their
final selection.” Gimmick doesn’t need to mean something negative, it’s just
simply something that you have that’s different from everyone else.

 How about a giant ice cream cone outside? People love to take

photos with roadside attractions.
 Or perhaps a real 12-scoop ice cream cone? Man vs. Food is still on the
air for a reason. Heck, why don’t you hold a contest?
 Offer a large selection of lactose-free and guilt-free options. This is
uncommon, and as health concerns rise, more people are looking for options
with less fat.
 Create a variety using all-natural ingredients. Ice cream is so pure in itself,
so all you may really need to do is slap the “all natural” tag on it. If you want to
make it organic, you may have a few more steps to take.
 Get into soft serve, where you have the option of offering hundreds of
flavors from a single machine. It’s the “300 flavors” sign that are the marketing
part of it.

A. Target Market(s)
Target Market 1. The retailer is an intermediary in the marketing channel
because he is both marketer and customer, who sells to the last man to
 consume. He is a specialist who maintains contact with the consumer and the
producer; and is an important connecting link in a complex mechanism of
marketing. Though producers may sell directly to consumers, such method of
distributing goods to ultimate users is inconvenient, expensive and time
consuming as compared to the job performed by a specialist in the line.
Therefore, frequently the manufacturers depend on the retailers to sell their
products to the ultimate consumers. The retailer, who is able to provide
appropriate amenities without an excessive advance in prices of goods is
rewarded by larger or more loyal patronage.
Target Market 2. Catering is one of the best ways to get potential customers
to taste of arwa’s handcrafted ice cream products while also getting paid.
Reach out to local businesses, nonprofits and churches and ask if they'd like
you to cater their events. Consider giving a reduced rate for small
businesses if the businesses distribute your business cards or serve ice
cream in bowls with your company name stamped on them. If customers like
your ice cream and know that you're local, they're more likely to check out
your shop.
Target Market 3. Summer festivals are ideal places to market of arwa’s
handcrafted ice cream, as hungry festival-goers are eager to try a cold snack.
Try giving a discount card or business card to fair customers. If they love your
ice cream, they'll remember you as the excellent fair vendor and may
patronize your shop.
Target Market 4. Social media allows you a unique opportunity to engage with
your customers. Set up a Facebook fan page of arwa’s handcrafted ice cream
and offer additional discounts or early notification of sales to fans. Engage with
your customers by asking them their opinions on fashion, encouraging them to
post outfits purchased at your store or awarding free items in contests.

B.Marketing Mix.
1.Product – Include the unique and variety flavors of
arwa’s ice cream you serve. Since arwa’s handcrafted Ice
cream has less fat than ice cream, it’s a healthier choice for
those watching their fat intake, giving you an advantage for
encouraging people .The smooth taste of a cup of cold
arwa’s handcrafted ice cream is a treat just about anyone
can enjoy. But, there’s more to offering a variety of flavors
and dishing out scoops to customers.
2.Pricing - Arwa’s Handcrafted Ice Cream our different
types of price, ₱ 35 per cone and ₱ 60 per cup. And also
different pricing for events like birthday, wedding.
3.Distribution - From warehouse, deliver to different
store's and Franchise of product arwa's handcrafted ice
cream.
4.Promotion - Free Cone Day is an annual event held
between late march and early May , in which Arwa's ice
cream scoop shops give out free ice cream cup and cones.
The most recent event took place on Tuesday, April 12,
2019 from 12 noon to 8pm.
During Halloween, including Halloween costumes, and
those with the scariest or most beautiful costumes, will have
free ice cream from arwa's shop any flavor . The most
recent event took place on Last day of October to 1st week
on November 2019 from 12 noon to 8pm.

VI. MARKETING IMPLEMENTATION

A. Marketing Organization - In arwa's ice

cream, they organize the business in one
 area only in the production area where the
owner business produce the product in his
own. The production of the ice cream is time
consuming due to materials it was handmade
and the materials are traditional materials. To
be well organize the business after the
production of the products the owner of arwa's
ice cream deliver it to their store which is in
mall. And aside from their store they also
accepting events like renting their product to
their clients. In that way the products is
continue serving people in their cravings and
satisfaction. In decision making it was simply
and less hustle because in making a decision
only the owner and its partner are deciding in
that case it may be solve and more
controllable.

The strategist of the arwa's ice cream they are not focus
only on their store which is in mall but they also accepting
clients like in events also renting it. they spreading the
arwa's handmade ice cream by that so the people will knew
it. as for now it was stable and good but hoping for the
growth of the business.

B. Activities, Responsibility, and Timetables for

Completion.
• January 2020
Applying/renting in Sta.Lucia Mall for space
 • February 2020
Meeting with the owner of Sta.lucia Mall
• March 2020
renovation the area assembling the store
• April 2020
Opening of the store in Sta.Lucia Mall
• May 2020
Meeting with the advertising agency / Promotion
Free Cone Day in all Mall’s area
• June 2020
Producing the advertisement
• July 2020
Launching the advertisement
• August 2020
Meeting with the Ayla Malls president
• September 2020
relocating the store in Ayla Malls
• October 2020
Meeting with the clients for big event for
Wedding’s and Frist Birthday Celebration
• November 2020
Big event day, Serving the arwa's ice cream in
big event for the Halloween Costume Party.
• December 2020
Launching Christmas promo and small events

VII. Performance and standard and financing control

A. Financial objectives:

The following objectives are for the first two years of arwa’s handcrafted ice
cream
1. Total capital investment 3 Million

2. Owner has to earn 1.5 Million by the end of year 1

3. Break-even cash flow by the end of first 18 months

4. Owner has earn 3 Million by the end of year 2

Allocation of funds

 Marketing plan 25%

 Management plan 15%
 Production plan 50%
 Legal plan 5%
 Other plan 5%

B. Sources of finance

Personal funds: The owner will invest 1.5 million into the business

Loan proceeds: The mode for this kind of financing is running finance and initial
amount fix for running finance is 3 Million

Cash receipt from business

 First year estimate 1.5 Million

 For the Second year estimate 3 million

(Break-even also accrue during the 2year as a total cash earned up to end of 2year is 4
million while for break even 3million is needed)

 For the 3rd year cash estimate e million

Tax and other expenses will also be considered in detailed financial plan

Start up summary

Awra's Handcrafted ice cream will incur the following start up costs:

 Renovation of shop ( material in booth , painting and other equipment )

 Air conditioning
 Computer system with Microsoft , printer , and other computer system
 Front of store
 Assorted gallon track lighting
 And other decoration in booth
 Refrigerator unit ( Ice cream dipping cabinet Ice cream merchandising case,
Drop-in ice cream bar freezer , Reach-in freezer , Walk-in freezer, Refrigerated
pie and cake display case Ice machine