Cold Stone,Brand IMC strategy
- 최초 등록일
- 2013.10.07
- 최종 저작일
- 2013.09
- 12페이지/
MS 워드
- 가격 3,000원
![할인쿠폰받기](/images/v4/document/ico_det_coupon.gif)
목차
Ⅰ. Situation Analysis
1. Environmental / Customer Analysis
2. Competitor Analysis
3. Self-Analysis
Ⅱ. SWOT Analysis
Ⅲ. Segmentation/Targeting
1. Segmentation
2. Targeting
Ⅳ. Positioning
Ⅴ. Communication Concept
Ⅵ. Communication Objectives
Ⅶ. Strategic Plans
Ⅷ. Media Scheduling
본문내용
Ⅰ. Situation Analysis
1. Environmental / Customer Analysis
Recently, women who act economic activity have increased. So they become important group as a subject of consumption. Moreover, Premium ice cream market has grown up mainly by women. As they get richer mentally, eating food becomes much more meaningful activity not just for satisfying hunger. So change and development of cultural awareness of dessert has made and develop of dessert steadily has grown. So, in future, because of growing of the awareness of premium ice cream, it can be public market.
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Ⅶ. Strategic Plans
Our strategic plans have one story, so firstly entire story is explained, and then describes each by categorizing. First of all, we use TV commercial in order to increase Cold Stone’s awareness. And then, we will launch contest. Theme of contest is ‘Rub Cold Stone’, more detail, show us your own special recipe, and mix only your ice cream in the world. It is related to Cold Stone’s competitive advantage, customers select many kinds of ice cream and put various toppings into it. The winner’s ice cream is going to be on formal menu and it spreads using various communication tools.
참고 자료
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