Strategy and Implementation Summary
Ice Dreams is planning for slow growth by expanding flavors available from 20 to 30 in year two of operation. Also, an additional product to be sold in year two will include ice cream in flavors of vanilla and chocolate.
5.1 Marketing Strategy
Ice Dream’s overall marketing strategy will be to create an image of offering the highest quality shave ice in Imperial County. The business will be located in a high traffic area of El Centro. Customers will be reached through advertisements such as fliers, newspaper ads, and through its grand opening ceremonies.
A special marketing program will also be incorporated by offering special coupon prices for nearby restaurants, motels, city pool, the donut shop, and the gas station to customers who purchase any product at Ice Dreams.
5.1.1 Promotion Strategy
Ice Dreams will promote shave ice to customers by:
- Flier distribution to consumers’ homes within a five-mile radius.
- Newspaper advertisements will be purchased during the first three months of business until a clientele is built.
- Ice Dreams will offer discounts to recreational groups such as children/adult baseball and football teams who play in nearby facilities.
- Promoting products for an introductory price at its Grand Opening.
- Ice Dreams will “adopt a school” and provide shave ice to individuals who are selected for having excellent attendance, good grades, and good citizenship. Other incentives will include sponsoring a good attendance program by purchasing a bike and raffling it to students with the best attendance. This will be a promotional strategy to encourage business.
5.1.2 Distribution Strategy
Major marketing will be conducted through newspaper advertisements and local flier distribution during the first three months of operation. Total costs will be approximately $500.
5.1.3 Positioning Statement
Distribution of shave ice will be through the business facility only. It is anticipated that in the future, a small portable ice shaver will be purchased such that the product could be sold on site at various fund raising functions through churches, schools, etc.
5.1.4 Pricing Strategy
Shave ice will be offered at the following prices:
- Small $1.00
- Medium $1.25
- Large $1.50
- Regular $0.79
- Large $0.99
- Regular $1.35
Products will be sold on a cash basis only.
5.2 Sales Strategy
Sales strategy will be directly linked to marketing programs since all sales will be through the business facility only.
5.2.1 Sales Forecast
Consumer sales will start in January, 1997 (or sooner if construction is completed before the targeted date) with a grand opening anticipated by then. Sales and units costs for the first six months of 1997 are shown in the sales forecast as projected numbers. As indicated, primary sales will occur during the peak warm weather months as noted in the following chart and table.
|Year 1||Year 2||Year 3|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Cost of Sales||$12,114||$17,772||$24,227|
|Subtotal Direct Cost of Sales||$12,114||$17,772||$24,227|
Sample Milestones topic text.
The milestones table and chart show the specific detail about actual program activities that should be taking place during the year. Each one has its manager, starting date, ending date, and budget. During the year we will be keeping track of implementation against plan, with reports on the timely completion of these activities as planned.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Finish Business Plan||5/7/2009||6/6/2009||$100||Dude||LeGrande Fromage|
|Ah HA! Event||5/27/2009||6/1/2009||$60||Marianne||Bosses|
|Oooooh Noooooo! Event||6/26/2009||7/1/2009||$250||Marionette||Chèvre deBlâme|
|Marketing Program Starts||6/6/2009||7/1/2009||$1,000||Glower||Marketeers|
|Plan vs. Actual Review||11/1/2009||11/8/2009||$0||Galore||Alles|
|First Break-even Month||3/5/2010||4/4/2010||$0||Bouys||Salers|
|Upgrade Business Plan Pro||4/22/2010||4/24/2010||$100||Brass||Bossies|