Advertising Campaign for Marble Slab Creamery

Topics: Advertising, Ice cream, Viral marketing Pages: 17 (5948 words) Published: March 5, 2011
1 - Brand Information

1.1 - Company Overview
Marble Slab Creamery is a leading purveyor of super-premium hand-mixed ice cream and the innovator of the now famous “frozen slab” technique. Founded in 1983, the Houston-based company offers homemade ice cream that is prepared to order on a marble slab, using a variety of mix-ins. The brand’s slogan is called “the freshest ice cream on earth” and has now expanded to over 400 locations worldwide. Locally, Marble Slab Creamery is owned and franchised by Thirty Three Pte Ltd. In 2009, the first Marble Slab store in Singapore opened at Iluma Shopping and has expanded to six outlets today. They are expecting to open 6 more outlets (Refer to Appendix A) by the end of next year. Through our survey research, we found out that brand awareness for Marble Slab currently stands at 50%. Some of the key reasons for their poor brand awareness were due to their lack of advertising efforts and their lack of product differentiation. The problems and our proposed solutions will be further discussed later in the report. 1.2 - Proposition

Unique Selling Proposition (USP)
The slogan for Marble Slab Creamery is “The freshest ice cream on earth™”. Their high set of standards aims to bring the exquisite taste of fresh-made gourmet ice cream. Although Marble Slab creamery focuses on “freshness” as their main USP, we feel that it is not unique enough as many ice cream brands also offer freshly made ice cream. Moreover, through our survey, we found out that most consumers value novelty and uniqueness in ice-cream brands rather than the freshness (refer to Appendix B). Hence, what truly differentiates Marble Slab Creamery from other ice cream brands is its variety of 40 mix-ins, such as candy and fresh fruit, which they offer with their ice cream.

Product Attributes
Freshness - The local central creamery produces the ice cream daily and their ice cream has no additives, preservatives or artificial flavorings. In addition, Marble Slab hand-rolls their freshly baked waffle scones in each store. Quality - Every batch of Marble Slab's ice cream is made with ingredients imported from different parts of the world. For example, vanilla beans from Madagascar and cocoa from Holland. Selection - Marble Slab has a wide variety of 40 different ice cream flavors and mix-ins to choose from. They also sell smoothies, shakes, sundaes and ice cream cakes and pies as well. Customization - Consumers have the option of choosing between a pre-set menu or creating their own one-of-a-kind concoction, which involves selecting the ice cream and mix-ins.

1.3 Target Market/Segmentation
According to the franchise document provided by NexCen Brands, “Premium grade ice cream and frozen yogurt are "yuppie-driven" products that appeal primarily to adult consumers, ages 25 to 49. These consumers, as well as families with children, make up our primary market.” However, in our research we found that tertiary students age 16-24 are also potential market segment to target for our advertising campaign. Currently, Marble Slab’s stores are located at youth populated malls such as *SCAPE in Orchard and Iluma in Bugis. They also offer several promotions directed at youths such as student discounts on weekdays after school hours (Refer to Appendix D for – Marble Slab’s Student Promotions). Therefore, the stores’ current locations give Marble Slab an added advantage to compete for this market segment.

Our surveys also reflect a rise in affluence among tertiary students, which directly translates to high sales potential. Results show that 74% of our respondents are willing to pay more than $5 on ice cream proving that most students will be able to afford the relatively premium price of Marble Slab’s ice cream. Furthermore, the consumption of ice cream among tertiary students has increased from once a month to once a week over the last year. In fact, tertiary students in this age group will eventually be working...
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