Flubs ice cream fairfield

IMC Brand Campaign Final Plan Abigail Alig, Kait Mechler, Paige Adelsperger, Yihang Sun, Jared Kinzer, Hongyi Cao Miami University CMR 263 Patrick Lindsay December 3, 2020 Pick a color and highlight the part FROM “PART 4” that you want to complete 1 Abbey Kait Pagie Yihang Jared Hongyi Product names (cyclones) on website (https://www.flubsicecream.com/cyclones) - Jack’s Cookies and Cream #3, Brian’s Peanut Butter Cup #5, Ava’s Two Ton Turtle #13, Kari’s Chocolate Chip Cookie Dough #29, Meg’s Fudge Brownie #32 ● Executive summary (3-4 paragraphs) ○ This is a summary of the rest of the IMC Brand Campaign plan and should be written last - and yet it goes at the beginning of the document. ○ Note: This is NOT an Introduction. The purpose is to give a summary of your key ideas and anticipated financial results which will then entice the reader to examine the full document. ○ Click here for further explanation/suggestions EXECUTIVE SUMMARY - OVERVIEW for CMR 263.docx ○ Actions ● Company description Flub’s is a family owned ice cream shop. We first opened our doors in Hamilton, Ohio, in 1966. We are now in our second generation of ownership, which is run by Brian Connaughton, the son of the original owner. Originally, Flub’s started off just selling ice cream cups and cones, as well as milk shakes. However, now we sell many items including ice cream cakes, but we are best known for our Cyclones. As the popularity of the cyclones has grown, now serving over 40 different flavors, we have expanded into two more communities. We plan to continue this growth in the years to come. We now have stores located in Hamilton, Fairfield and Ross, Ohio. Additionally, we also have a couple of ice cream trucks that we use for community events such as festivals, farmers markets, street parties, etc. As our presence within the communities in which we serve continues to grow, so too will the availability of our products. ● Strategic Focus & Plan o New Product Idea of an existing brand - 2 Mission: To be a known staple in the community, to treat our customers like friends, to consistently serve a high-quality product, to be as loyal to our customers and communities as they are to us. Our product expansion idea is to sell our most popular item, Cyclones, by the pint in a retail setting. This would allow us to expand our sales beyond our traditional seasonal hours. Additionally, we could attract new customers, who do not come into our stores, but do shop at the local retail stores. Our Cyclones, which is ice cream blended with the customers choice of topping, has become our biggest seller. At the present time we have 44 customer favorites on the menu. To begin with, we want to take the top five sellers and package them in pints to be sold in retail stores, such as local grocery and convenience stores. We will make our new product known by using a mix of different promotional tools. Some of the ways we will promote our new product is through social media, point-of-purchase displays, sales promotions, and direct marketing. It is our hope that by using a wide variety of promotional tools, we will be able to reach our target audience that consists mainly of families with children within our community. ● Goals – 3 to 5 (SMART) goals - To have our product available in at least one Kroger in the Fairfield, To sell 100 pints from the Kroger on Wessel Drive in To post one new post promoting our pints or coupons on our social 3 ○ Core competencies & Sustainable Competitive Advantage ● What are you really good at (versus competitors)? One of our main advantages over our competitors is that we are a part of the communities in which we serve. We grew up here, we live here, our kids play with their kids. We are able to treat our customers as our friends, because they are our friends. We solidify this sense of community by engaging in many of the events that happen within Hamilton, Ross, and Fairfield. Additionally, we consistently make a quality product. Our customers have come to expect this level of quality and we are able to deliver it to them, every time. Also, the flavors that we will be selling in the stores are the ones that our customers have determined to be their favorites, therefore giving them the opportunity to have an input as to which flavors we sell in store. ● How are you going to communicate this advantage? We will communicate this advantage the same way we have earned it. By reaching out to our friends in our communities, by regularly posting to our social media accounts: Facebook, Instagram and Twitter and our website with special offers and coupons. Reminding our customers that they can now enjoy their favorite treat each time they visit a grocery store starting with the Fairfield Kroger on Wessel Drive. Strengths ● ● ● ● A community favorite/loyal customers Owner involved in daily operations Limited competition A solution for those people who can not choose between two flavors Weakness ● Limited off-season business ● Limited financial resources ● New idea which means advertisement needs to be done Opportunities ● ● ● ● ● Offer new novelty products Partner with surrounding restaurants Location growth potential Local schools or programs fundraisers Use the spaces we already pay for to package our new product Threats ● Convenience store ice cream (UDF, Graeter’s, etc.) ● The pandemic closing ice cream stores, which could also cause the store to close with the lack of revenue or business to be 4 limited because people don’t want to go to the ice cream store ● People who are brand loyal to a different ice cream store ○ Industry and Competitor analysis ● Who is/are your primary competitors ● What are their offerings - how will your new idea compare The ice cream industry has many competitors that range from small local shops to more prominent, well-known brands. The price of ice cream also has a wide range of prices.