Paletta America

A Different Approach to Gourmet

Ice Cream
-Marketing Plan-

Student Name
900………
Executive Summary

Paletta America is a company that will reinvent the concept of gourmet ice cream in
Western Australia. It will be a franchise of the original, successful shop in Panama.

The company will offer a great variety of ‘’paletas’’ or ‘gourmet popsicles’’ to fit every
customer and taste, at an affordable price.

The objectives of Paletta America include promoting the brand in different ways to
gain new customers and to keep them by building a team whose primary goal is to
give an excellent customer service.

The market the company will specifically target will be kids and young adults.

Promotions for students will be advertised to increase sales.

A better understanding of the local demographics will be key to the placement and
therefore success of the company.
Table of Contents
Company Summary............................................................................................................1

Situation Analysis..............................................................................................................2

Research............................................................................................................................3

Objectives..........................................................................................................................3

Target and Positioning Strategy.........................................................................................4

Marketing Mix...................................................................................................................5

Budget...............................................................................................................................6

Evaluation..........................................................................................................................7

Conclusion.........................................................................................................................8

References.........................................................................................................................9
Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Company Summary

Paletta America opened its doors for the first time in Panama in 2015, within six
months they had opened 3 other stores (Armelm, n.d, para.1). At the moment, they
count with shops in Puerto Rico, Colombia, Guatemala and Canada (Delgado, n.d,
para.17).

The company offers an exotic experience taking the well-known concept of a

popsicle, combining it with gourmet ice cream, and adding a taste of typical flavours
from different countries in South America to produce the perfect treat.

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Situation Analysis
Strengt
hs Weakne
sses
o The image of the product
is unique
o Affordable price
o Lack of skills
o Excellent customer
o Lack of financial backing
service
o Lack of staff
o Healthy options available
o Poor knowledge of local
o Franchise plan in place
demographics

Opportun
Threats
ities
o Product is
o Weather
instagrammable
o Imitation
o brand new market
o Competitors
o brand new product
description
o a WA first

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Research

According to Mintel’s Ice Cream Global 2017 Annual Review, Australia is the second
country in the world with the biggest consumption of ice cream, with 9.8 litres per
capita (Mintel Group Ltd. 2017). It is evident that the Australian population has a big
inclination to said dessert in respect to other nations, reasons for this might include
weather. With this in mind, Paletta America would be a great fit for the Australian
consumer market.

Objectives

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

To promote brand using advertisement for

the first 2 months to gain new customers

To stablish and grow social media accounts to

1k followers in the first 6 months

To increase overall sales by 10% in the second

half of the year

To build a high-performing team whose

customer service is excellent

Target and Positioning Strategy

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Children
Target Young adults

Competitive Set Ice cream

Unique Point of New, colorful, healthy form of eating

gourmet ice cream
Difference

It's healthy & colorful

Reasons to It offers an exotic experience
Believe Best costumer service

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Marketing Mix

Price
Prices will range from Student 10% discounts
''Paleta of the day''
$10-$13.50 depending 3pm-6pm during the
discount
on the type of paleta week

Promotion
Hand out flyers on Usage of social media Banner outside shop
street for the opening of and Perth influencers to showing the paleta of
the store promote product the day

Product
Premium quality Paletas filled with
100% fruit Innovative tastes
gourmet ice different sweet
paletas such as wine
cream sauces

Place

There will be a room in the back of the shop where the product will be made
from scratch for freshness and eliminate transportation costs

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Budget

Cost of advertisement:
paid social media ads,
flyers, banner outside of
shop. Cost of equipment Cost of designing
servicing store

Cost of materials for

producing product:
fruits, sauces, toppings, Cost of employee Cost of refrigerators
pop sticks, ice, etc. wages and machines

Cost of rent,
Cost of business
electricity, gas, and
registration
water.

Evaluation

Objectives Results

To promote brand using advertisement Brand was promoted the first two
for the first 2 months to gain new months and gained new customers
customers

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

To stablish and grow social media Facebook and Instagram accounts are
accounts to 1k followers in the first 6 created. Instagram account reaches 1k
months followers in the first 6 months

To increase overall sales by 10% in the Sales increase by 10% in the second
second half of the year half of the year

To build a high-performing team whose Orientation done and goals explained

customer service is excellent to every new employee to reach a high-
performing team whose customer
service is excellent

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

Conclusion

In conclusion, this marketing plan outlined the key points for a successful
implementation of Paletta America in Perth.

Firstly, it described a current SWOT analysis stating that while the weather of
Western Australia will not always be an opportunity, the distinct image and healthy
ingredients of the products are the company’s biggest advantage, even in a non-
convenient climate.

Followed by a list of specific objectives including ways of getting the brand name
known to be able to get new costumers, especially kids and young adults.

This report also explained details on prices and promotions that will favour students
and influence them to try our range of products.

Fourth, a budget plan was set to determine what costs are required prior and after
the opening the store.

Finally, an evaluation of the goals Paletta America intends to reach was defined,
setting as a crucial r esult, the excellent training of new team members to achieve
the best level of customer service possible.

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Name: Maria Andrade ID: 90016024 MKT01S1 Final Marketing Report

References
Armelm. Jennifer. November 09th n.y. ‘’Palettamerica (Gourmet Gelato) is Looking to
Expand in the GTA’’. Behar Group Buzz.
http://www.behargroupbuzz.com/latestbuzz/2017/11/16/palettamerica-
gourmet-gelato-is-looking-to-expand-in-the-gta

Delgado, Ileana. n.d. ‘’ Ya abrió PalettAmérica Puerto Rico.’’ PalettaAmerica Gelato

Gourmet. http://palettamerica.com/pty/sitio/ya-abrio-palettamerica-puerto-rico/

Mintel Group Ltd. 2017. ICE CREAM WHIPS UP GLOBAL SALES OF 13 BILLION
LITRES IN 2016 WITH INDIA, INDONESIA AND VIETNAM AMONG THE
FASTEST GROWING MARKETS. https://www.mintel.com/press-centre/food-
and-drink/ice-cream-whips-up-global-sales-of-13-billion-litres-in-2016

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