Marketing plan colors frozen yogurt shop green
Background: Integrated Marketing Communications in the University of Tennessee College of Business Administration is a senior level, marketing elective for undergraduate students. Students are asked to apply their four years of business knowledge training to
cheap Michael Kors handbags outlet develop a real world integrated marketing communications plan for an area organization. During fall semester 2011, students worked with Sweet CeCe Frozen Yogurts and Treats.
Client: Sweet CeCe was founded in 2009 in Nashville, and its first Knoxville location opened in 2010. The company touts its high quality frozen yogurt, freshly made toppings and superior customer service in a fun atmosphere. At the beginning of the project, Sweet CeCe had locations in Knoxville Sequoyah Hills and Farragut communities.
Students: Brian Jobe, Matthew McSwords, Gordon O Kelly Rife and David Wong were supervised by Cindy Raines, course lecturer and director
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Project: The students were tasked with developing an integrated marketing communications plan that would increase sales by 20 percent. The team conducted research with Sweet CeCe customers, observed customers at Sweet CeCe Knoxville locations, did market research both online and with industry professionals and evaluated data provided by Sweet CeCe They then assessed Sweet CeCe current image in the marketplace, brand positioning, customer attitudes, competitive offerings, niche opportunities and pricing strategies. They looked at key messaging what does Sweet CeCe want to communicate to its target audience and various ways of marketing the company, such as using traditional marketing venues (print, broadcast, outdoor, etc.); nontraditional venues (guerrilla, viral and street marketing); online; social media;
fake Michael Kors point of sale; editorial coverage; sampling; and discounting.
Approach: The team recognized that Sweet CeCe needed a unique positioning to differentiate it in the marketplace and increase brand recognition and loyalty; it therefore developed the Fun Goes Green campaign
campaign would make Sweet CeCe the first environmentally friendly frozen yogurt restaurant in East Tennessee yet still allow it to maintain its family friendly atmosphere, O said.
The team research confirmed that the Fun Goes Green positioning would resonate in Knoxville, which is becoming more environmentally conscious. Several programs have recently introduced in the city to promote a more environmentally friendly lifestyle:
n Knoxville was recently chosen to be a test market for an electric car and charging stations are being installed throughout the city.
n The University of Tennessee has introduced a bike rental depot.
n Several food businesses and organizations that sell organic and locally sourced foods have seen great success.
Results: The recommended target audience for this campaign was families in Knox County with children ages 3 to 14 years old and household incomes of $50,000 or more. Targeted families were family oriented, enjoyed doing activities together and environmentally conscious (active in recycling, mindful of keeping a low carbon footprint, making purchases based on environmental impact, etc.)
The team marketing program centered on Sweet CeCe mascot, a penguin named embodied both the environmental and family friendly appeal of the company, O noted.
To make Sweet
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n Replacing serving materials with environmentally friendly alternatives of biodegradable cups, spoons and napkins
n Using halogen lights to
cheap Michael Kors reduce electrical consumption
n Practicing green business activities to reduce Sweet CeCe impact on the environment
n Getting involved with environmentally oriented charities
n Joining For The Planet, a collective of more 1,400 environmentally conscious business who donate 1 percent of
cheap Michael Kors profits to environmental causes
n Developing penguin specific flavor combinations (such as the Rockhopper, which contains vanilla frozen yogurt, peanuts, almonds and caramel) and donating 1 percent of those sales to an organization that protects endangered species of penguins, such as the World Wildlife Fund
The team suggested the use of television, radio, billboards, direct mail, point of purchase, public relations, and social media to market its Fun Goes Green campaign. It also suggested the use of events to strategically create a buzz.
tie into our mascot, we recommended that Sweet CeCe host several Ice Bears games, particularly on a family or Boy Scouts oriented night. We would hand out organic promotional items, such as logoed T shirts, tote
cheap Michael kors handbags outlet bags and baseball caps, Rife said. would also have a life sized Sweetness to interact with the kids. team also suggested that Sweet CeCe develop seasonal flavors each month and use Facebook to distribute Savings coupons.
According to Sweet CeCe licensee Scott Coop: opportunity for Sweet CeCe to serve as the topic for this course was beneficial for our business, and we received very valuable take aways. The students provided detailed and creative plans that will help grow the business. By participating in the
wholesale Michael Kors handbags outlet project, we were able to evaluate what we have been doing and how effective those efforts have been. It was a very positive experience.Articles Connexes：