Residents and their tastebuds
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- 4.0 Marketing
- 4.1.2 Pricing
- 4.1.3 Promotion
- 4.1.4 Place
- 4.1.5 Segmentation, Targeting, and Positioning
3.4 Training ProgramsMinor training will be needed for Gelato Mobile, regarding scoop size, how to maintain the cold plates and drive the truck. By hiring a co-op student, Gelato Mobile will benefit from lower-cost salary, yet gain a young business student who has gained Management knowledge, and who regularly uses social media. Training may need to occur each year, depending on retention of the high school and co-op students. However, despite the high turnover, one of Gelato Mobile’s objectives is to provide an integrated business opportunity to students, which by nature recognizes turnover is inevitable. As for the Owners, they all are MBA Candidates and have diverse experience in business planning and operations. Resumes are available for the Owners upon request. 4.0 Marketing4.1 Marketing Introduction4.1.1 ProductWhile Gelato Mobile will offer a range of mouth-watering gelato flavours, it will be truly providing a healthier, delectable cool escape on a summer day, accessible throughout the city of Saskatoon through social media engagement. A niche market will be served, as gelato products are not available elsewhere in Saskatoon in a traditional mobile unit. “Gelato is Italian style ice cream with twice the flavour, half the butterfat and less air than ice cream. These flavours are rich and creamy and have a more indulgent flavour profile.”15  16
Partnering with the fun treat alternative will be the social media driving form behind Gelato Mobile: creating a daily engagement with customers through use of social media marketing. As described in the Industry section, social media has become main stream amongst people and is being adopted more each day by firms to conduct business and reach target markets, making the consumer process customizable and fun. 4.1.2 PricingFew places currently sell gelato, other than Jerry’s Emporium, and Gelato Mobile is the first to offer gelato on wheels through social media engagement. Gelato Mobile will use a competitive pricing strategy, to compete with other regular ice cream trucks and stores. Average sale of a gelato serving will be $3.75 – a good deal when considering the higher quality of the product versus regular ice cream. Competitive pricing will also tie in with the social media aspect; Gelato Mobile will not want a higher price to deter people’s interest in becoming Facebook Fans or Twitter Followers of the product. 4.1.3 PromotionGelato Mobile’s promotion strategy aligns with its business strategy: social media marketing, using primarily Facebook and Twitter. As outlines in Appendix B, Facebook will be used to create a Page, generating Gelato Mobile “Fans”, allowing Fans to write on the “Wall” and communicate with each other, promoting events, polling Fans as to what location the unit will be at or what flavours are favoured, and overall exploiting Facebook’s users’ own social networks to virally expand Gelato Mobile awareness. Twitter will be used to instantly send “Tweets” to “Followers”, and allow Followers to send messages back to Gelato Mobile. Updates from both promotional tools will instantly sent to Fans and Followers, some who will also immediately receive these updates on their mobile phones (should they have their social media accounts set up to redirect to mobile phones). The Facebook page and Twitter account will go live by April 20, to build awareness prior to day one of operations. Traditional advertising will be only the free Star Phoenix “New Business Feature”, following the trend that “63 percent of global Chief Marketing Officers expect to increase interactive/online marketing spend while 65 percent expect to decrease traditional advertising.”17 Gelato Mobile’s Customer Value Proposition: Engaging Saskatoon’s Online-Savvy Residents and Their Tastebuds 4.1.4 PlaceMobile by name, mobile by nature: Gelato Mobile will serve the Saskatoon public, moving about high traffic areas, such as downtown, riverside parks (including River Landing), shopping centres and near major events, such as car shows at Prairieland Park, Pet Day in the Park and Fringe Festival on Broadway. More importantly is the social media channel to reach the target market, using channels such as Facebook and Twitter, since “[c]onsumers are accelerating their adoption of digital content services such as Twitter, YouTube, and Facebook with varying levels of engagement. Between 2007 and 2008, the adoption of social networking tools soared to 60 percent from 33 percent; online/portable music services more than doubled to 46 percent from 22 percent; mobile internet data plans nearly tripled to 41 percent from 15 percent; and access to mobile music and video quadrupled to 35 percent from seven percent.”18 4.1.5 Segmentation, Targeting, and PositioningSegmentation of the market is vital to determine which Saskatoon residents actively engage in social media and would like to try / re-try the delectable treat gelato. Segmentation by age (those who can drive to the mobile unit’s location), and by current engagement with Facebook and Twitter is key for this market. Other segmentation could include tourists, vehicular and foot traffic, and people attending large Saskatoon events (where Gelato Mobile will park). The target market will be Saskatoon and area residents who currently engage in social media and not only like ice cream, but would enjoy a healthier alternative. Since Gelato Mobile is not just another ice cream truck, the social media engagement is key. Therefore, it is truly those currently engaged in social media, between the ages of 16-50 in Saskatoon, who will be primarily targeted. Ages were chosen to incorporate the youngest drivers (as Gelato Mobile will be “tracked down” some days) and baby boomers who would probably be on Facebook and have cell phones. As shown below, there are 101,620 people who fall into this target market in Saskatoon who currently are on Facebook – a user number that is almost 50% of Saskatoon’s population. Directory: faculty -> Marv%20Painter -> businessplans -> plans2010 faculty -> Course overview faculty -> Curriculum vitae wei chen professor faculty -> Digital image warping faculty -> Samples of Elements Exam Question III contains All Prior Exam Qs III except faculty -> 【Education&Working Experience】 faculty -> References Abe, M., A. Kitoh and T. Yasunari, 2003: An evolution of the Asian summer monsoon associated with mountain uplift —Simulation with the mri atmosphere-ocean coupled gcm. J. Meteor. Soc. Japan, 81 faculty -> Ralph R. Ferraro Chief, Satellite Climate Studies Branch, noaa/nesdis faculty -> Unit IV text: Types of Oil, Types of Prices Grammar: that/those of, with revision plans2010 -> Prepared by: Aaron Moffatt Nicole Batty plans2010 -> Table of Contents Executive Summary 5 Download 369.27 Kb. Share with your friends:
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