마케팅 아이스크림 전문점 콜드스톤(Cold Stone)의 마케팅 전략(영문)

마케팅 아이스크림 전문점 콜드스톤(Cold Stone)의 마케팅 전략(영문) [마케팅] 아이스크림 전문점 콜드스톤(Cold Stone)의 마케팅 전략(영문).ppt 목차 1. Introduction 2. Environmental Analysis 3. Marketing Mix(4P) Analysis 4.STP(Segmentation, Targeting, Positioning) Analysis 5.Research Analysis 6. Recommended marketing program 본문 Desserts are no longer just light refreshments as they have now become an important dining culture. There is trend for desserts to convert the mood after eating out by changing locations. Product sales that customize an individual’s personality and preference has been done for ages Strength ■Unique and differentiated mixing ■Rich taste of ice cream and freshnessof waffle ■Funny store atmosphere ■Positive brand Image Weakness ■Limited menu and complex menu selection ■Insufficient advertising and promotion ■Higher price compare to other stores ■Low awareness Customers of Cold Stone can make their own ice cream by selecting from among more than 14 kinds of ice cream and more than 38 kinds of mix-in Love ice cream the most in whole age group Don’t have the financial capabilities to consume high-priced ice cream Often consume cheaper ones in general fast-food stores. The most common consumers of the product. Have a clear preference of the dessert culture and also have the financial capabilities Women tend to enjoy ice cream more than men. Share ther experience with their friends by word of mouth 본문내용 sis 4.STP(Segmentation, Targeting, Positioning) Analysis 5.Research Analysis 6. Recommended marketing program 1. Introduction Introduction-Cold Stone Creamery’s Background <Susan Sutherland & Donald> Cold Stone Creamery was founded in 1988 by Don and Susan Sutherland in Tempe, Arizona Cold Stone + Creamery Cold StoneFrozen granite stone with 9 degrees below zero Creamery Dairy farm which pr