#경영# 마케팅 : Cold Stone Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 24 24 등록 추천!!!
마케팅 : Cold Stone Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 24 24
Cold Stone Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 24 24
Cold Stone CreameryThe Ultimate Ice Cream Experience
Contents
Market Analysis
S-T-P
4P
Marketing Strategy
Suggestions
Environment
As quality of life improves,
people started to enjoy dessert
Premium ice cream market
Market Analysis
Company
Cold Stone Creamery
The ice cream is mixed with
many types of different flavors of
the customer’s desire
on an actual cold stone of -9°C
Market Analysis
Company
SWOT
Create their own
Fun marketing
Established brand image
Product differentiation
Horizontal culture
Complexity of menu
Not many stores yet
Inactive promotion
Cramped space
High labor cost
Narrow target
High inflation rate.
Tough competition.
Depression of economy.
Dominating Competitor
High inflation rate
Mass customization trend
Increased brand equity
Advanced customers appetite
Stabilized family budget
SWOT Analysis
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
Competitors
Market Analysis
Big 3 Competitors
Baskin Robbins, Natuur, Haagen-Dazs
Lead the ice cream trend
“골라먹는 재미가 있다.”
Market Analysis
Developed functional ice cream
Uses best ingredients from all over the world
Super Premium Ice-cream
Pursues quality ‘cultural space’ via ‘Life-style Cafe’
Customers
Market Analysis
Product’s Utility
Symbolic & Cultural Value
Segmentation
Male
Female
Teens
Twenties
Over thirties
Functional
Psychological
Gender
Age
Benefit
S-T-P
Me
Targeting
Concentrated + Differentiated Strategy
-Consumers that are more sensitive to trends than price
-Females in their 20s
-Business men/women
S-T-P
Positioning
High Price
Low Price
Low Customer
Preference
High Customer
Preference
Gusttimo
Haagen Dazs
Cafe Ti-Amo
Red Mango
Natuur
Baskin Robbins
S-T-P
Cold Stone
4P-Product
Freshness
Sweeeeeet
Funny named menus
e.g. berry berry berry good
Sundaes, Drinks, Healthy Indulgences
4P-Product
-11,500,000 menus
available
-Product
differentiation
-Part of
fun marketing
-Less danger of
yucky taste
-Simple process
and fast service
-Could be a little
bit tricky for
beginners
-Complicated
process
-Takes time
-What if it sucks?
Advantages
Disadvantages
-11,500,000 vs
about 50 menus,
aren’t you curious?
-Weakening of
core competency
4P-Product
-11,500,000 menus
available
자료출처 : http://www.ALLReport.co.kr/search/Detail.asp?xid=a&kid=b&pk=11058948&sid=&key=%B8%B6%C4%C9%C6%C3
[문서정보]
문서분량 : 24 Page
파일종류 : PPTX 파일
자료제목 : 마케팅 : Cold Stone Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 24 24
파일이름 : Cold Stone Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 24 24 .pptx
키워드 : Cold,Stone,Cremery,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영
자료No(pk) : 11058948
