Marketing Research With Accent on Financial Side
of the Company
This project was originally done for marketing
research of Ice Cream market in DFW area in 2012.
In order to have it complete, we had to got
through extensive research of demographics, sex,
income, wants and needs of the population at the
particular area.
This presentation is modified to show financial
position of this company among it’s competitors,
ratio between price and consumer demographics,
as well as success metrics in given location.
Full presentation is available upon request
‘the freshest ice cream
on the Earth’
Goals and Mission Statement
•To give customers the freshest ice cream on
earth, made just the way customers like it,
just when they want it.
•Marble Slab allows customers to create
their own experience.
•With a chef-driven vision, we’ve made sure
every batch of our super premium ice cream
is created with loving care right in-store.
•Customer service involves not only correct
preparation of the product, but also friendly
delivery of the product.
Market Research
• More than 1.53 billion gallons of ice cream sold in
U.S in 2011.
• $10.7 billion revenue in 2010, with a growth rate
of 4% expected for 2012.
• 9% of all milk produced in U.S ends up in some
type of frozen dairy product.
• In 1984, July designated as “National Ice Cream
month by Pres. Reagan.
• 82% of Americans plan to enjoy ice cream next
summer.
Secondary Data
Distribution of Ice Cream Consumpotion During
Summer
90
Percentage of Responses
80
70
60
50
40
30
20
10
0
At least once a month
Once a week
Every Day
Frequency of Ice cream consumption
Income Distribution
2% 1% 3%
< $10,000
5%
$10,000-$14,999
13%
10%
11%
$15,000-$24,999
$25,000-$34,999
17%
$35,000-$49,999
$50,000-$74,999
24%
$75,000-$99,999
15%
$100,000-$149,999
$150,000-$199,999
$200,000 +
• Over 63% people have an income of $75,000 or
higher (2)
•Upper- Middle Class (2)
SWOT Analysis
1. Product Quality
1. Brand
Recognition
2. Product Variety
2. Product Price
3. Product
Customization
4. Customer
Service
3. Seasonal
Product
4. Health Concerns
Competition
Cold Stone Creamery
High Calories
Low Fat Content
Contains Milk
Baskin Robbins
Preservatives
No Mix-ins
High Sugar Content
Braum’s
High Fat Content
High Sugar Content
Lower Quality
Tutti Frutti
Low Calorie
Use Powder Base
Soy Yogurt
Perceptual Map
Premium
Quality
More
Expensive
Less
Expensive
Drugstore Ice Cream
Standard
Quality
Local Gazette Magazine
• Create a long lasting channel of
communication with complex information.
•Create a trend, a relationship.
•Full page in color for six months = $15,000 (4)
• Distributed 10,000 copies 2 times a month
• CPM = $380.11
Outdoor Advertisements
• Capture impulsive customers.
• Low cost and allows for repeat exposure.
• 30 Sheet Poster (Medium Billboard):
Range of $750 - $2,000 per ad per 4 week
period.
• Change Ad every month.
 1 Billboard x 6 Months =$6,000
• CPM = $152.05
facebook Photo/ Share Contest
• Purpose: Increase brand recognition & encourage
current fans to share our page.
• Promise: When total number of share reaches our
goal (ex. 500,000 “Likes”), MSC will provide customers
with a special discount.
• Submit/ Share image of your creations “Mix-ins” and
enter a contest to win best MSC “Creation Ever!” and
create a new menu item.
• New Product development.
Twitter
• Purpose: Expand brand recognition and
engage users for feedback.
• Promise: Better products and customer
service.
•Engage customers through social media.
•Tweet 5-8 times a day.
•Not just provide customers with info but
also ask questions.
• “Why is our ice cream so good?”
@MarbleSlab
...
Budget Summary
Media Alternatives
Cost
WFAA TV Station- Commercial
$27,000.00
Coppell Gazette-Local Magazine
$15,000.00
Outdoor Ad (Billboard)
$6,000.00
Direct Mail-Valpak
$1,800.00
Facebook Page
Free
Twitter
Free
Other Digital Media (Review Sites, Email, etc…)
Free
Total Money Spent
$49,800
Success Metrics
• Currently 143K Likes on Facebook.
• Currently 925 Followers in Twitter.
• “Likes "growth expectation of 20% after
implementation of campaign .
• “Followers” increase by 20% as well as number of
tweets from MSC.
• Currently, 89% approval rate (with 34 ratings) on
Urbanspoon. Increase to 95% (with 50+ ratings).
• Sales increase in 15% at Coppell location.