MM_Golden Gate Creamery

8/22/2019 MM_Golden Gate Creamery

1/3

Background

Statement of the Problem

Golden Gate Creamery sales were under-performing with its past two Ice Cream Strategies. The company needs a

new product that will be attractive to the market, yet economically viable to produce. Hence, the use of vegetable fat

in its Ice Cream formulation was introduced. Given the target of 250,000 gallons for the first year, how can Ms.

Balingit achieve the target sales by creating new marketing strategies for the product, while considering the

companys learning on two previous projects?

1st

Strategy : Upscale Market

(origin)

2nd Strategy Price-Conscious

Market (Pistahan)

3rd

Strategy : New

Formulation

Product American Flavors, Rich in

Butterfat (12%), 32 Flavors

Traditional Filipino flavors

Butterfat 10%

Vegetable Fat , just like

European ice creams,

People American Community,

AB Income Sector.

Lower B and Upper C - the

rest of ice-cream eating

population

Lower B and Upper C

Promotion Solitary Full-page, Full-Color

on opening day,

Booklets of coupons.

Sunday IssuesBulletin ,

Inquirer Star - Full page full

color.

Regular size full color in ice

cream section of supermarkets

and grocery stores ,

Sampling in supermarkets and

school campuses

Needed

Place Parlors,

Exclusive Stores

32 Flavors in one time

Franchises

Packed in half gallon.

Per Scoop (as retailed by

canteens and cafeterias)

Super markets, grocery stores,

school canteens, office building

cafeterias.

Urban centers

Needed

Competitive

Advantage

Formulation of butterfat is

greater than most competitiors,

price is higher too.

Formulation of butterfat is on

par with competitors,

Price is on par,

*Does not have sustaining ads

and promo campaign (unlike

competition).

Formulation is unique.

Problems

Encountered

Four years market life, shows

sign of tapering off.

Sales Performance in its first

quarter fell short of projection.

To be determined


2/3

SWOT Analysis

ength

Wide distribution channels

Franchise existence

Captures most market segment

Strong R&D and Established supply structure Known Brand

Good promotional and initial marketing activities.

Was able to tap all market segment in its twoprojects.

Weakness

Non-existent product categories (unlikecompetitions, special and super special)

Failure on first two strategies

Underperforming sales Market does not recognize what segments they

cater.

No sustaining marketing activities

Opportunities

Ice cream variants can be categorized and can beused to divide market offerings.

The new formulation is cost-effective, can play agreat advantage against competition.

Retail concepts for all brands increases market

coverage. Simplified offerings based on what flavours havemost sales.

Threats

Market prefers the competition due to thesustained marketing activities of other brands.

Competition can also introduce the same or betterformulation which can have similar price point.

Brand confusion, since it has been introduced and

re-introduced again.


3/3

Proposed Marketing Strategy for the NewIce Cream

PRODUCT

Proposed Brand Name: Golden Ice CreamPanalo sa Lasa, Sa presyong abot-kaya.

Get the top-selling flavors of both Ice Cream Projects and re-introduce them as sub-categories. The Top-

selling flavours from American Dream will be labelled as the Dream Collection, and top-selling flavours

from will be labelled as the Festive Collection. Both variants will use the New Formulation.

Packaging

- Dream Collection: available only in 1 gallon, 2 gallons

- Festive Collection: available in both half gallon and paper-pint size (750ml).

PEOPLE

Lower B and Upper C Class

PROMOTION

Advertisements:

Theme: Capturing winning moments of people, their dream, and personal festivities.

Introduction: Posters, Full page newspaper print ads (Widespread, Tabloids, Inquirer-Libre Cover-page)

TV Adsnoon time and prime time spot, Billboard, 12noon Mall Campaigns, Free taste and Selling at

City Transport Terminals during evening, Noon-time show major-sponsorship,

Ongoing: Billboard, Half page ad in food-section, TV Adnoon time and afternoon slot, minor

sponsorship. Posters on supermarket and grocery stores.

PLACE

- Existing Franchises, Stores, Super Market and Grocery Stores.- Cart based in Public Markets (morning) roving throughout the afternoon into different places.- Selected MRT and LRT Stations.- Canteen and CafeteriasFurther assessment of inventory and availability of the two variants based on market-size and market-

type

Documents

MM_Golden Gate Creamery