Cold Stone Creamery The Harris Agency Morgan Harris, Kasey Brandmahl, Laura Johnson, Jennifer Garriques.

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Presentation transcript:

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

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 *

Media Used: –Local billboards –Local network television –Local radio –Local magazines Not Used: –Internet

Newspaper

Local magazine

Billboard

Holiday banner

Candy partnership

Punch card

Press Release

Commercials Cinderella radio Wizard of Oz radio Pinocchio radio TV