Marketing Plan - Cold Stone

Topics: Ice cream, Ice cream parlor, Ice cream cone Pages: 59 (16603 words) Published: May 25, 2013
Contents
Product Statement.....................................................................................................4 Analysis of the External Environment.........................................................................5 Industry Trends.......................................................................................................5 Competitive Trends.................................................................................................7 Brand Competitors...............................................................................................7 Product Competitors............................................................................................7 Generic Competitors..........................................................................................10 Total Budget Competitors..................................................................................10 Political Trends, Legal Trends and Regulatory Trends...........................................11 Franchising.........................................................................................................11 Food and Drug Administration...........................................................................11 Technological Trends............................................................................................13 Economic Trends...................................................................................................14 Cultural Trends......................................................................................................17 Analysis of the Customer Environment.....................................................................19 Who.......................................................................................................................19 How many.............................................................................................................20 What......................................................................................................................21 Why and How........................................................................................................23 When.....................................................................................................................24 Why Non Customers..............................................................................................25 Where....................................................................................................................26 Analysis of the Internal Environment........................................................................27 Marketing strategies.............................................................................................27 Target Market.....................................................................................................27 Image....................................................................................................................27

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Marketing Programs..............................................................................................28 Advertising.........................................................................................................28 Product and Service Offering.............................................................................29 Distribution and Channel Programs....................................................................30
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