The Elevation of Ice Cream Promotional

Tactics due to the Effect of weather

I. Executive Summary

The history of ice cream started some 3000 years ago in China. It is
uniquely made from either a coconut milk or ordinary milk. Ice cream is known as the
common cold treat in the Philippines. Usually served with small wafer of sugar cones
and more recently in bread buns.
Ice cream is popular to everyone, especially the kids who are fond in
sweet treats, not just the kids but also the adults because it is their remedy to their
emotional stress
The advantage of ice cream to other competitors is that it can sell with
peddled bike. And it is tend to buy by the kids because of its attracting way of selling
with the bike and bell
Ice cream will be the new trend and top cold treats in the Philippines for
any ages even adult or teenager, this ice cream will surpassed other types of cold
treats in any season

II. The Challenges

Most of the people is fond of eating ice cream so we conduct this plan
because we want to know the SWOT of ice cream business, so that if we will have
this kind of business in the near future, we can easily adjust to the problems that we
may encounter. Weather is the common challenge that every ice cream business
commonly face because of that we want to know the possible ways how to overcome
this challenge. Since ice cream is known as a common cold treat, ice cream has a
high rate of selling during summer or sunny weather, and during the wet season ice
cream decreases it sales, that’s why we want to know how to adapt the ice cream
business in any season.
III. Market and Situation Analysis

A. Environmental Analysis

Economic Environment
The inflation is also a factor that affects the ice cream consumption. The final
consumer price is strongly affect the sales of ice cream. The consumer purchasing
power are more cautious with their money and tend to buy less ice cream with the
inflation affecting almost all product especially ice cream because it consist of sugar,
when the price of ice cream ingredients increase the price of ice cream also increase
so it affects to the consumer purchasing power.

Political Environment
Political factors have altered the food related industries. Where its focus is on
maintaining health and safety standards of the ice cream industry it is strictly
monitored and regulated. The business needs sanitary permit to maintain the
cleanliness and safety of consumer

Social Environment
The younger age can consumed more ice cream rather than the late adults because
most of them suffer from diabetes which can be worsen if they consume more sweet
treats. With the season change it can clearly affect the ice creams daily consumption
which can lead them in closing their stores.

Technical Environment
Technologies can greatly affect the consumption of ice cream because machines are
the one who produce ice cream especially here in Manila. We have those high tech
machines and if you don’t have these equipment’s the production of ice cream will be
slower. And also technologies can increase the sales of ice cream by the means of
social media.

Competitive Environment
Other novelty ice cream product because it may encourage other buyers to buy their
product on social media. So that it can attract customers that’s why it can greatly
affect the target market because the population are divided into different business
B. Market Analysis (SWOT)

Strength
•Healthy
•Cold treats

Weaknesses
•Weather
•Cultural behavior

Opportunities
•Growing ice cream market
•Large young population

Threats
•A lot competition on cold treats
•Consumer can easily switch in other substitutes with little cost

HQ

Halo halo Milk tea

Shake

CHEAP EXPENSIVE

Scramble
Ice candy
 LQ

IV. Market Segmentation and Customer Analysis

A. Market Segment

Geographic Demographic

Psychographic Behavior

In terms of Behavior
The behavioral aspect of the consumer is greatly affected by the weather because
people tend to buy I’ve cream during summer or sunny days and also when they feel
sad because ice cream is known for its comfort effect on a person

Segmentation
The segmentation of ice cream affects the geographic because in selling ice cream
when it has a sunny or tropical season we should think of areas where products can
be sold easily especially when its summer we should place our product where it has
a lot of people to buy our product
Target Market
Our target market is everyone not just the young one's but also the adults because it
can be eaten by everyone, it is easy to consume and its very affordable to everyone.

Positioning Statement
The ice cream will be the new trend and top cold treats in the Philippines for any age
even adult or teenagers, the ice cream will surpassed other types of cold treats in
any weather.

B.Market Research Finding

Customer Analysis
Ice cream is commonly consume by the people whose age is 6 years old and above
particularly the kids because ice cream can make them happy and full. And also to
the teenagers and adult because it can be their comfort food and their remedy to
their emotional stress.

Customer Profile
Adults-Working adults/College students
Teenagers-High school students
Kids-Age up to 6-12 years old

Customer Characteristics
Adults
•Working adults/College students-this type of adults were passing by stress that they
want some refreshing cold treats
Teenagers
•High school students-this type of student want to explore new cold treats
Kids
•Age up to 6-12 years old- kids like sweet food especially cold treats

Customer Needs/Wants
•Delicious
•Affordable
•Healthy
•Unique Flavors
V. Objectives and Goals

Mission
To provide ice cream to all ages in any season and to raise awareness to the
consumer that ice cream can be eaten in any variety of hot season and cold season

Objectives
To be the most chosen frozen delight for all season, for all ages

Goals
To increase the sales of ice cream for about 10% every month

VI. Strategies and Tactics

Product
Ice cream is a frozen food made from mixture of dairy products. We will use unique
flavors to be known and also to elevate our product and sales

Place
Ice cream can be sold at places with many people far from any competitors,
specifically near the school. Because students tends to love refreshing cold treats
after a long day
Promotion
Promotion strategy involves getting the consumer to buy the product. We will
promote the product using social media so that we can introduce the main product,
the place where the consumer can buy the product, the flavors of the product and the
price of the product . Because most of the people now have a social media so that
we can encourage them easily.

Price
Price is one of the greatest factor that can affect the sales of the business. We will
put affordable price and seasonal sales
VII. Budget and Control
Budget
Our estimated budget in elevating the promotional tactics of ice cream cost
Php600,000,00.

The budget for implementing this plan:

Commercial Space Php150,000

To promote the ice cream we will find a lowest cost of commercial place near the
school

Advertisement in Social Media Php300,000

Many people now use social media and advertising has a huge impact to aware
people to the product

Poster and Flyers Php150,000

To raise awareness to the people who don’t use social media

Control
Ice cream have many ways to promote. As we observe many people use social
media as entertainment. Advertising in social media is one of the best way to
promote a product. By having a creative videography and adding a catchy phrase
that will catch their attention. Poster and flyers is also one of the best way to promote
the product by giving the details about the product and adding a colorful design that
will attract the costumer to buy. We will control this by dividing the work to achieve
the objectives and goal of elevating the promotion of ice cream.

VIII. Contingency Plan and Risk Management

Risk Management
When elevating the promotion of ice cream there are risk that will encounter. One of it
is the weather because we all know that ice cream has a low consumption during
cold season,the other risk is the cultural behavior of the late adult because they are
scared that there's a possibility that their child will have illness like cold or flu

Contingency Plan
To overcome the risk, weaknesses and threats . We will make a seasonal sales,
limited flavors and gift coupons for every purchase to encourage costumer’s to our
product whisch is ice cream lastly ever grand celebration we will have a raffle for our
customers.
For them to know that we have this kind of strategies. We will use social media for
promotional and also we will make poster and flyers for those people who don’t use
social media.
 Marketing Plan
(The Elevation of Ice Cream Promotional Tactics due

to the Effect of weather)

GROUP6

11-ABM2

Leader:

Mike Lester Bernardo

Members:

Joash Sulit

Rina Beato

Davie Jen Desisto

Nicole Ann Junio

Karen Kaye Malicdem