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

Pricing................................................................................................................ 30
Sales strategy and Sales force effectiveness.....................................................30
Marketing research /intelligence gathering efforts.............................................30
Public relations/publicity.................................................................................... 31
Financial Performance........................................................................................... 32
Additional Company Characteristics......................................................................33
Technical Capabilities......................................................................................... 33
Available Resources............................................................................................ 33
Production Capacity........................................................................................... 33
Career Opportunities.......................................................................................... 34
SWOT Analysis.......................................................................................................... 35
Strengths............................................................................................................... 35
Weaknesses........................................................................................................... 37
Opportunities........................................................................................................ 38
Threats.................................................................................................................. 39
Marketing Goals and Objectives............................................................................... 40
Goals..................................................................................................................... 40
Objectives............................................................................................................. 40
Marketing Strategies................................................................................................ 41
Target market........................................................................................................ 41
Value Proposition................................................................................................... 42
Positioning Statement........................................................................................... 42
Issues Analysis...................................................................................................... 43
Action Plans.............................................................................................................. 45
Valpak Savings Coupons........................................................................................ 45
Free Smoothie Sample at Gasparilla Distance Classic Race Expo..........................46
Customer Loyalty Card.......................................................................................... 47
University of South Florida Freshman Orientation Promotion................................48
Tuesday Free Kids Giveaway..................................................................................49
Dog Yappy Hour..................................................................................................... 50
Student Study Break promotion............................................................................51
Clear Channel Outdoor Digital Billboard................................................................52

Senior Citizen Afternoon Happy Hour....................................................................53

Monthly Customer Drawing...................................................................................54
Marketing Budget..................................................................................................... 55
What We Learned..................................................................................................... 56

Product Statement
Award-winning Cold Stone Creamery has been serving up superior ice cream, cakes,
cup cakes and smoothies and shakes for over 20 years. In 1988, founders Donald
and Susan Sutherland pursued their ice cream dream when they opened the first
Cold Stone Creamery in Tempe, Arizona.

Since they were ice cream lovers

themselves, their mission was to give customers the to make people happy and
give them the ultimate ice cream experience. 1 There are more than 1,450 Cold
Stone creamery franchises located throughout the United States and in countries all
over the world. Currently, there are 15 locations throughout Hillsborough County.
The company is based in Scottsdale, AZ and is owned and operated by Kahala
Franchising, L.L.C.
Industry experts have referred to Cold Stone ice cream as super premium because
it is made fresh every day in each store. All ice cream orders are called creations,
because the ice cream artists use a frozen granite stone to mix anything and
everything into any ice cream flavor. There are over 11 million possible creations
and after years of practice, some of the favorites have been named Cold Stone
Signature Creations.2 For ice cream lovers who want to indulge in flavors and not
the calories, Cold Stone has several options they call, Healthy Indulgences. These
health conscious customers can choose from non-fat no sugar added ice cream,
Sorbet flavors and non-dairy smoothies.
The ice cream creations are offered in three sizes: 5 oz, 8 oz, and 12 oz.
are creatively named Like It, Love It, and Gotta Have It respectively.

The sizes
There is

also a 3 oz kids size available for young Cold Stone lovers. Customers that really
Gotta Have it can order larger quantities to go in either mine, ours and
Everybodys sizes (small, medium and large). Cold Stone treat prices are $3.29
for a Like it, $3.39 for a Love it, $3.79 for a Gotta have it, and $1.69 for a kids
size. To go prices range from $6.99 to $9.99 and toppings start at 30 cents each.

Our Story Coldstone Creamery. September 6, 2010 https://www.coldstonecreamery.com/about/cold_stone_story.html

2 Our Story Coldstone Creamery. September 6, 2010 https://www.coldstonecreamery.com/about/cold_stone_story.html

Analysis of the External Environment

Industry Trends
The United States Frozen dessert market has two main channels: retail and
foodservice. The retail market encompasses sales of frozen goods through grocery,
convenience, specialty and discount stores while the foodservice market includes
sales from scoop shops, restaurants, vending machines and other establishments.
In 2009, it was estimated that the U.S. ice cream and related frozen dessert market
reached 24.6 billion dollars, a 1.5% increase from 2006.

In the same time period,

nearly 60% of all U.S. frozen dessert sales were made through foodservice. 3
The foodservice market has been faced with tough times because of the ongoing
recession. Consumers are eating at home more, and are buying ice cream from
retailers to eat at home instead of going out. The ice cream sales have not grown
since 2006 and experienced a 3.6 percent decrease from 2007 2008.

It is

forecasted that foodservice ice cream sales will continue to decline, up to 4 percent,
through 2013.4
advantage.

Although this seems like bad news, these shops have a unique

Going out for a bowl of ice cream allows consumers to indulge in a

small luxury, but be mindful of their wallet during difficult economic times. Super
premium ice cream shops, are a bit more expensive, but aim to give consumers the
most bang for their buck. When they visit these upscale shops, they are looking for
more than a bowl of ice cream; they are looking to have an experience.

This

trend is called The Starbucks effect, and causes consumers to pay more to get a
personalized experience.5
Being health conscious continues to be a trend with consumers and has lead to the
comeback of frozen yogurt shops. From 2005 to 2009, foodservice frozen yogurt
sales grew 10.9 percent while during the same time period foodservice ice cream

3 Ice Cream and Frozen Desserts in the U.S.: Markets and Opportunities in Retail and Foodservice, 6th Edition
MarketResearch.com September 8, 2010

4 Market Size and Forecast Ice Cream shops US 2009 Mintel report September 8, 2010
5 New Product Trends Ice Cream and Frozen Desserts. Marketresearch.com 2010

sales experienced only a 4% growth because of declines in 2007 and 2008. 6

Consumers want still want to treat themselves to something sweet, but without the
extra calories. The new frozen yogurt shop is self-serve, where customers dispense
and mix their own flavors, pick out toppings and pay by weight. Self-serve shops
allow consumers to still have a personalized experience without having to pay a
premium price. In the Tampa Bay area, Yogurtology and Yogurt Spot are two selfserve yogurt places have recently been popping up.

Health conscious consumers are demanding great tasting natural food with simple
ingredients.

In response to this trend, Haagen-Dazs came out with their Five

series of ice cream.

Each flavor of Haagen-Dazs Five has only five natural

ingredients: milk, cream, sugar, eggs and one additional flavor ingredient. All of the
ingredients are easily recognized by consumers and make them feel good about
what they are putting into their bodies.7
The demand for organic products is no longer something found only in urban areas
and in college towns. In 1997 organic products was a 3.6 billion dollar industry and
in 2007 it was recorded to have grown to 18.9 billion dollars, making organic
products mainstream. Many mainstream ice cream manufactures, such as Ben &
Jerrys, have reacted to this demand and now offer an organic version of their
products.8
Co-branding is a relatively new trend where two different franchises, usually from
the same parent company, provide offerings from one location. Over 10 years ago,
Dunkin Donuts and Baskin Robbins were two of the first franchises to successful
open a co-branded shop.

Recently, many other franchises have followed suit,

including Maggie Moos and Great American Cookies; Pizza Hut and Taco Bell; and
6 Foodservice Frozen Yogurt Is a Soft-Serve Market Ice Cream and Frozen Desserts. P.71.

Marketresearch.com

2010

7 Haggen-Dasz Five Stands Out Ice Cream and Frozen Desserts. P. 293 Marketresearch.com 2010 September 8,
2010

USDA says Organic is Mainstream Ice Cream and Frozen Desserts. P. 66 Marketresearch.com 2010 September 8,
2010

Marble Slab Creamery and a NexCen preztelmaker subsidiary. Co-branding is a way

that both brands can take advantage of their complimentary traffic patterns, raise
awareness, grow, and keep costs down. 9

Competitive Trends
Brand Competitors

Marble Slab Creamery claims that in 1986 it was the first shop to use a frozen
granite slab to blend mix-in toppings into the ice cream, per the direction of a
customer. The company began in the Southeastern region of the United States and
has since expanded to nearly 400 locations in 35 states, Canada, the United Arab
Emirates, Kuwait, and Mexico.10
Metropolitan Area.

11

There are five locations within the Tampa Bay

Marble Slab Creamery had $89 million in sales in 2008, making

up 6.9 percent of the leading ice cream shop market. 12 In September 2009, Marble
Slab announced a line of shakes for "grown-up" tastes. The new shakes, under the
Club Marble label, include Irish Cream, espresso, and island coffee flavors. In an
effort to become more environmentally friendly, the company launched a program
9 The Major Ice Cream Chains Ice Cream and Frozen Desserts. P. 157. Marketresearch.com 2010 September 8,
2010

10 Ice Cream and Frozen Desserts in the U.S.: Markets and Opportunities6 th Edition, pg.167
11 www.yellowpages.com (September 14, 2010)
12 Ice Cream Shop US December 2009, Mintel Oxygen, Leading Companies

in the spring of 2010 to phase out plastic containers and replace them with paper
products. Its packaging displays the phrase, Find Happiness Within, a sentiment
that embodies the culture of the brand. 13 The company has defined its brand
through a gourmet proposition maintained by a chef-driven vision. This concept is
being

promoted as part of the companys rebranding initiative. In an

effort to reposition its global brand image to better reflect its
gourmet ice cream artistry experience, Marble Slab
Creamery

collaborated

with

contestants

from

the

television show Top Chef to create, Celebrity Sundaes.14

13 Ice Cream and Frozen Desserts in the U.S.: Markets and Opportunities6 th Edition, pg.168
14Ice Cream Shop US December 2009, Mintel Oxygen, Brand Qualities

Product Competitors
Dairy Queen combines ice cream and fast food under
one roof. This is an effort to produce leverage over its
competition, by creating a restaurant-like atmosphere to
attract families. Dairy Queen, headquartered in Minneapolis Minnesota, has 5,600
stores in the U.S., Canada, and many other various countries. 15 There are 21
locations in the Tampa Bay Metropolitan Area. 16In 2008, Dairy Queen had $2,550
million in sales, making up 50.5 percent of the top U.S. ice cream shop chain
market.17 In 2009, Dairy Queen announced The Sweet Deals value menu which
includes nine items that can be purchased in combinations of two for $3, three for
$4 or four for $5. Items include a cheeseburger, all-beef hot dog, chicken wrap,
French fries, onion rings, salad, beverage and sundae or cone. 18 Dairy Queen is
aggressively seeking innovative ways to engage consumers and build brand equity
through social media, mobile messaging and virtual branding. Dairy Queen spent
78.1 million in advertising expenses in 2008, an 86.3 percent share of the top ice
cream shop advertisers.19 Dairy Queen is best known for its signature Blizzard
treats, and they account for about a quarter of its total sales. The company puts a
huge emphasis on its promotional support because of how much sales come from
this trademark product. The company created a Blizzard of the Month campaign,
which is advertised on television to create product awareness and excitement.
Baskin-Robbins is the largest frozen dessert chain in the United States and the
world, with more than 2,800 locations in the U.S. and 6000 throughout the world
and 2,800 locations in the United States. There are 25 locations in the Tampa Bay
Metropolitan Area.20 Baskin-Robbins had $572 million in sales in 2008, making up
11.3 percent of the top U.S. ice cream shop chain market. 21 Baskin-Robbins is a
leading player in the ice cream industry and embodies the brand qualities of a
traditional ice cream shop. The company has classic menu offerings and offers
consumers a variety of flavors. Baskin-Robbins plans to reinvent the brand by
offering Soft Serve ice cream and create a new value price point. In addition,
Baskin-Robbins is beginning a new concept format called BR Express featuring a
product line based from the future soft serve menu. 22 In 2009 Baskin-Robbins
suffered and was faced with challenges from the recession. In response, it released
a new Buy-One Get-One promotion called BOGO for frozen beverages. Baskin15 Ice Cream and Frozen Desserts in the U.S.: Markets and Opportunities6th Edition, pg.163
16 www.yellowpages.com (September 14, 2010)
17 Ice Cream Shop US December 2009, Mintel Oxygen, Leading Companies
18
19
20
21
22

10

Robbins tries to engage its customers and has a Birthday Club, which offers a free
ice cream cone to every member on his or her birthday and special savings coupons
all year long via e-mail.23

Ben & Jerrys brands identity is shaped by innovative

combinations of traditional ingredients paired with some

24
very unorthodox names.
They have roughly 750
locations with approximately 500 of those in the United
States.25
Ben
&
Jerrys had
$240
million in
sales
in
2008, making up 18.5 percent of the leading ice cream
shop market.26 There are four locations in the Tampa Bay Metropolitan Area. 27 Ben &
Jerrys spread environmentally-friendly messages and is committed to activism. The
company uses limited time offers of particular flavors to raise money and awareness
for a variety of different causes. For example, a limited edition flavor was launched
to recognize Sir Elton Johns first trip to Vermont and to raise money for the Elton
John AIDS Foundation.28 The proceeds from this particular flavor were donated to
Elton Johns AIDS Foundation and simultaneously boosted the brands identity. Ben
& Jerrys also value its customers and have employed a Free Cone Day as a
customer appreciation effort for over 30 years.
Haagen-Dazs was the first super premium ice cream brand and was started by
Reuban Mattus in 1960. The company was originally packaged ice cream that was
available in shops throughout New York City. In 1976, the first Haagen-Dazs shop
was opened by Rose Matthus, the owners daughter, and it was an instant success. 29
It is believed that Haagen-Dazs laid the groundwork for other super premium scoop
shops, including the brands greatest rival, Ben & Jerrys. The company currently has
over 900 shops in 50 different countries, including upscale locations in Europe and
Japan.30 There are three locations within the Tampa Bay Metropolitan Area. 31
Haagen-Dazs had $100 million in sales in 2008, making up 7.7 percent of the
23
24
25
26
27
28
29

11

leading ice cream shop market.32 Haagen-Dazs prides itself on using simple and
pure ingredients and promotes its brand as, made like no other. The HaagenDazs brand trademark is the use of unique upscale ingredients such as Baileys Irish
Cream, caramelized pear & toasted pecan, and crme brule. One of the brands
latest innovations, Five, features only five ingredients in the all natural ice cream.
While the main goal of releasing Five, was to offer a pure and natural product line,
it also claims to have less fat than its other ice creams. 33

Generic Competitors

Total Budget Competitors

Name Brand Ice Cream (Grocery

Store)
Generic Brand Ice Cream (Grocery
Store)
Smoothies
Italian Ice
Frozen Novelties
Frozen Yogurt
Gelato
Coffee
Juice

30
31
32
33

12

Donuts
Cookies
Cupcakes
Chewing Gum
Potato Chips
Pizza

13

Political Trends, Legal Trends and Regulatory Trends

Franchising
Franchising is a method of expanding a business and distributing goods
and services in accordance with terms and regulations set by the
franchisor, also known as the business developer. The business expands
because the franchisor licenses its name and business operations to an
individual or entity (the franchisee).34 Franchising is a good way for
someone new to business to start out because some else has already
worked out the business strategy. Over time, franchising has become
increasingly more popular and there was a franchise boom between the
years 2002-2008. Each state has different laws, but under Florida Law, a
franchise is an agreement between two or more persons that involves a
commercial relationship giving the franchisee a right to do business using
the franchisor's services.35Nearly 1,400 Cold Stone stores have opened
around the world over the last decade and in 2006, Entrepreneur
magazine ranked Cold Stone as the 11th fastest growing franchise. The
initial application process to become a Cold Stone franchisee can take up
to three months. The initial franchise fee is $42,000 and a total
investment between $294,250 and $438,850 is required. When the
application is approved, Cold Stone must approve the store location and
lease agreements. To ensure success, the new owner must attend Cold
Stone University, a two weeks training course located at the
headquarters in Scottsdale, Arizona.36Food and Drug Administration
In the United States, there are 58 Million people considered to be overweight, 40
million people considered to be obese, and another three million who are considered
morbidly obese.

These percentages were calculated using the Body Mass Index

(BMI) standards. Those with a BMI between 18.5 and 24.9 are usually considered
healthy. Adults with a BMI between 25.0 and 29.9 are considered overweight and
adults with a BMI between 30.0 and 39.9 are considered obese. According to these
standards, a BMI over 40.0 is considered morbidly obese. 37 These numbers are only
increasing and it has become a concern for the FDA. 38 The FDA required all food
items to have a complete nutrition label to aid consumers in making healthy
34
35
36
37
38

choices. Nutrition labels are not just for grocery items, in order to comply with FDA
regulations, ice cream parlors are required to have a nutrition label. 39 All stores
must also abide by local sanitation standards and routine visits from Health
Inspectors. In accordance with Section 509.013, Florida Statutes states what exactly
a food establishment is and then requires that inspectors make routine visits about
two times a year.40

Technological Trends

39
40

Many companies strive to become one step over the rest in the ice cream industry.
Marble Slab Creamery was the first company that used a frozen granite stone to
blend super premium ice cream with mix-ins. Frozen granite was chosen because it
has a non-porous surface and can consistently remain at five degrees Fahrenheit. 41
Social e-gifting is a relatively new Facebook application that makes it easy for
companies to engage customers through social media. Consumers can go to the
First Data Social e-gift page on Facebook and quickly send a tangible gift to a
friends Facebook account or e-mail address. 42 The company has plans to expand
but currently only offers gifts from Cold Stone Creamery.

41
42

Economic Trends
The United States has the largest economy in the world, but is
currently in what some consider an economic crisis. It was
predicted that the economy would be making a strong turn around
this year but last quarter (April June 2010), the economy only grew
1.6 percent; less than the 2.4 percent that economists had
previously predicted. Economists believe that in order to prevent
further unemployment, the economy needs to sustain a 2.0 2.5
percent growth rate. Although things are looking grim for the end
of 2010, experts predict the economy will begin to pick up in 2011. 43
The Tampa Bay area is experiencing very little economic recovery, is
currently ranked as one of the weakest metropolitan areas in the
nation. 4 4 The recession has heavily impacted the ice cream
industry. Cold Stone has closed approximately 160 stores in two
years, and more than 20% of its current stores are up for sale.
Many franchisees are overwhelmed with debt, and some store
owners are even claiming personal bankruptcy. 45 Income Levels
As stated in the target market, there are 2,747,272 living in the
Tampa Bay region. The average annual household income is
$64,267 and the median is $47,484. Tampa Bay falls under the
national average and mean which are $71,128 and $52,175
respectfully. The cost of living is less in Tampa Bay then many areas
and consequently people make less money which could account for
the diff erence. The household annual income levels are being
aff ected by the high unemployment rate in Tampa Bay. 46
Unemployment
The entire nation is dealing with high unemployment rates and many people
have little hope of finding a job. Unfortunately, a big percentage of this group has
also lost their home due to foreclosure. In 2009 the national unemployment rate
was 9.8 percent and the Florida rate was much higher, 12.9 percent. Although the
entire nation is suffering, Tampa Bay is worse off with a reported 13 percent

43
44
45
46

unemployment rate during this same time period.

47

Tax
The on-going availability of sugar is essential to making super
premium ice cream and there has been concern of an anticipated
sugar shortage. There is some concern that a sugar shortage may
occur in the next two years because of quotas on imports imposed
by the USDA. 48 In addition to the possibility of a sugar shortage,
there is also the possibility that legislators could impose a Fat Tax
on foods and/or beverages high in sugar content. 4 9 Infl ation rate
The infl ation rate is one of the most important economic forces
because it consistently weighs in on the value of a nation's currency.
The infl ation rate in the United Stated has remained fairly consistent
and averaged out to 3.5 percent from 2005-2009. In 2010, the
interest is averaged out to be 1.85 percent, and is forecasted to
slowly drop for the rest of the year. On a seasonally adjusted basis,
the CPI-U increased 0.3 percent in August, the same increase that
was reported in July. 50
Trade Restrictions
47
48
49
50

The Offi ce of Foreign Assets Control (OFAC) of the United States,

controls economic and trade authorized based on the foreign trade
laws. On January 1, 2008, the North America Free Trade Agreement
(NAFTA) was fully implemented. This allowed the United States,
Canada, and Mexico to benefi t the agriculture and economic well
being of each country. In order to trade within the agreement, each
food/drug product must follow requirements by the Animal and Plant
Health Inspection Service (APHIS) for all meat, plant, poultry, and
egg products. Trade restrictions have now been lifted from Mexico
and the United States, and now allow sugar, corn, dry edible beans,
nonfat milk and high fructose corn syrup to be traded freely. 51 The
United States has spent nearly 20 million dollars in an attempt to
revitalize the Mexican production challenges and assist in better
trading. 5 2 Interest Rates
The current prime interest rate is 3.25 and is expected to increase
to 3.50 in 2011 and to 4.0 in 2012. In Tampa, Florida the sales tax
associated with products is 7 percent. 5 3 The increasing interest
rates are going to increase the recovery time of the economy and
decrease consumption. Increased interest rates aff ect the cost of
borrowing and lead to higher taxes to cover increasing national
debt. Consumer and business confi dence will remain low, causing
an increase in savings and a decrease in disposable
income. 54 Consumer Price Index
The Consumer Price Index (CPI) program produces monthly data on
changes in the prices paid by urban consumers for a representative
basket of goods and services. The index for all items, less food and
energy, was unchanged in August after rising 0.1 percent in
July. 5 5 Consumer Confi dence
Marketers want consumers to be confident, because confident consumers spend
more money. The recession officially started at the end of 2007 and with that, a
drop in consumer confidence. By the end of 2009, the percentage of confident
consumers was on the rise and by the end of the year; the group increased by 25
percent. For the first time in two years confident consumers outweighed anxious
consumers by 3.5 million, and 47.6 million were reported to be confident
consumers.56
51
52
53
54
55
56

Cultural Trends
Demographic Trends
As stated earlier, there are 2,747,272 people living in the Tampa bay
area and there is about an even number of males to females. Three
dominant races reside in Tampa and it breaks down to be 47.7
percent White, 25.2 percent African American, and 22.2 percent
Hispanic Mexican, Puerto Rico, Cuban, and others). 5 7
African
American household consume more ice cream then the typical
American household. 58 The Hispanic culture has infl uenced some ice
cream fl avors, such as dulce de leche. The Hispanic population is
expected to grow, and if correctly marketed, will spend money. 5 9
Generation X, ranging from 1961 to 1981, currently makes up about
20% of the population. They are often single and still in college,
due to taking time off for personal reasons.
Generation X is
concerned with their health.
They are considered a more
materialistic generation that likes nice things. Their salaries range
from $15,000 to $45,000 a year, and they are more concerned with
how they spend their time rather than how much money they are
making.
Although money is not their main priority, many are
worried about retirement, and are concerned with spending money 6 0
Generation Y, also called millennials, were born between 1979 and
1990.
They are known as the most ethnically diverse and
technological savvy generation yet. The majority of generation Y is
either still in college or already holds at least a Bachelors degree.
This generation believes money stands for success, and put a lot of
emphasis on their image and material items.
This mindset has
caused a good percentage of them spend more than they make,
resulting in low bank account balances and higher debt. They tend
to lead busy lifestyles, eat out often and put on weight. 6 1 Lifestyle
Trends
Many Americans are making a stride towards healthier lifestyles,
and healthier desserts are becoming more popular as well. These
health trends are making frozen yogurt and healthy toppings, such
as fruit, a more favorable option when choosing a frozen dessert.
Health and fi tness have been becoming more and more popular
United States, however about 68% of adults and 32% of children are
overweight.
Food portions in America are generally supersized,
57
58
59
60
61

which cause many Americans to suff er from portion distortion, and

eat about 30% more than they would when served a smaller portion.
Therefore, many people in the US are trying portion control diets.
Because of the popularity of portion control marketers are
introducing smaller portion snacks, such as 100 calorie packs, to
promote weight loss.
About 38.7% adults watch their diet to
maintain or lose weight, and about 20% count calories. 6 2 The
economy is currently ailing; in some situations parents may only be
able to take their children out for ice cream, preferably lower priced
ice cream. Consumers of ice cream frequently look for variety and
new fl avors when going out for frozen dessert. About 89% of US
households keep ice cream or sorbet in the house. A majority of
adults prefer ice cream to other desserts, such as cookies or cake.
In a survey, 67% said that it was worth it to indulge in full fat ice
cream. Ice cream can be considered good for you because of its
good source of protein, calcium, and vitamins, but it is generally
not, so it has been being created in low fat or sugar free. Frozen
yogurt is making a comeback as well, but in more fl avors to satisfy
health conscious consumers. 6 3 Cultural Values

According to a study done by Panasonic to understand behavior and attitudes of

families, 48% of parents claim that they do not spend enough time with their
children, and 63% would pay more on technology if it meant spending more time
with family. 98% of parents find it essential to spend time with their family. Only
52% claim that they spend a sufficient amount time with family.

Some parents

believe watching television and playing video games is spending quality time with
their children. Others believe technology is tearing their families apart and even
leading to neglect.

84% of generation Xs take pleasure in spending time with

family, others would either spend time elsewhere or alone. 64

62
63
64

Analysis of the Customer Environment

Who
Cold Stone Creamery is a market leader and ranked third in a 2008 list for growth of
United States ice cream chains.65 Cold Stone lists its perfect demographics as, a
population of 15,000 within one mile, consumers aged 18 to 36, and families with a
household earning to $35,000 dollars or more. 66 The concept of Cold Stone is more
than just ice cream; its mission is to make people happy. Cold Stone lives up to
this by offering an entertaining experience to consumers while they indulge in a
customized treat.67 A high level of customer service is what these consumers value
and expect; it is why they are loyal to the Cold Stone brand. Psychographically, the
customer base for Cold Stone can be easily compared to Starbucks coffee shops.
Consumers go to Starbucks for more than a cup of coffee; they go to have a
personalized experience. Creating a customer experience is sometimes referred
to as the Starbucks effect.
Cold Stone.

This effect has been adopted and implemented by

Through this, Cold Stone is meeting the demands of its customers and

turning ice cream into much more than a commodity.

In most cases, the purchaser of a Cold Stone creation is also the user. Cold Stone
creations would be difficult for someone other than the user to pick out, because
they are based up personal taste preferences. There are times when one person
buys multiple creations, but they usually know ahead of time what each user wants.
The purchasing decision is made by the consumer but can be highly influenced with
external forces. Cold Stones are located in high traffic areas where it is easy for
consumers to come in for a spontaneous treat.

It is very common to see Cold

Stones next to movie theaters, schools, or in strip malls.

65
66
67

How many
Cold Stone Creameries are franchising and its customer
environment varies upon location. The average check is $9.00,
which is usually for two people. Most people visit a Cold Stone
in pairs, but according to a store owner in FL, it is not
uncommon for consumers to come alone. On average, a Cold
Stone store serves 140 people per day on Monday through
Thursday. Weekends tend to be busier, and a store will serve
250 to 400 people Friday through Sunday. During football
season, the weekend sales tend to drop. The location of the
Cold Stone also makes a big difference on consumer demand.
A store next to a movie theater would be busiest on Fridays,
while a store on a college campus would be busiest Monday
through Thursday.68
Seasons tend to make a noticeable
difference and most stores experience higher sales from March
through August. Depending on location, Florida for example,
seasonal sales variations could be irrelevant.
To keep
customer interest during colder months, Cold Stone creates
special seasonal and holiday themed flavors. In 1999, Cold
Stone took a risk and opened a store in Alaska. It was quickly
discovered that consumers will eat ice cream even when it is
cold outside.
The Alaska store believes the sales stay
consistent because of the excellent product quality and having
the right kind of employees to create excellent customer
experiences.69

68
69

What
Cold Stone makes its ice cream in stores daily using high end premium products.
Every ice cream served is referred to as a Creation because each one is
considered a work of art. 70 The ice cream is blended on a frozen granite stone,
with different combinations of ingredients, to make unique creations.

There are

over 11.5 million possible combinations that consumers can create and eat. 71 The
ice cream can be served in a bowl, waffle cone or waffle bowl. The Creations are
available in three sizes: like it (5oz.), love it (8 oz.), and gotta have it (12 oz.).Cold
Stone Creamery also offers a to go option for at-home ice cream consumption.
Consumers can personalize a creation to bring home and choose from: mine (1-2
servings), ours (3-4 servings), and everybodys (4-6).

Several different 32 oz.

quart containers are available with preselected creations for those that want to grab
something quick to bring home.

Health conscious consumers can indulge in a

Sinless Sans Fat, a non-fat no sugar added ice cream. Cold Stone Creamery also
offers a variety of non-dairy Sorbets and non-dairy Smoothies to meet consumers
health needs.
In 2009, Cold Stone entered the gourmet cupcake market and began creating ice
cream cupcakes to sell in-store. The three Cold Stone signature cupcakes are, Cake
Batter Deluxe, Sweet Cream and Double Chocolate Devotion. The cupcakes are sold
in packages of six for $9.99. 72 In addition to the cupcakes, Cold Stone Creamery has
some other alternatives to scooped ice cream: Ice-Cream Cakes, Ice Cream Cookie
Sandwiches, Smoothies, Shakes, and Iced and blended Coffees.Cold Stone
Creamery uses several complimentary products with its ice cream. Waffle Cones
can be thought of as complimentary because it would not be consumed without ice
cream. Several mix-ins that are used to make a Custom Creation can also be
considered as complimentary products. These include: apple pie filling, cherry pie
filling, peach pie filling, graham cracker pie crust, caramel, cinnamon, fudge,
sprinkles, sugar cone pieces and honey. 73 Although the listed mix ins are tasty,
they wouldnt necessarily be consumed alone.
Today, consumers are focused on going green in almost every aspect of their
lives. Frozen dessert marketers are trying to appeal to these consumers by
70
71
72
73

implementing environmentally friendly practices. Kahala Corp., the parent company

of Cold Stone Creamery, reported in March 2008 that it was drafting a three year
plan to incorporate more sustainable and green practices. Among its efforts would
be initiatives such as, incorporating more water and energy-efficient equipment at
the companys headquarters and eventually at chain units; challenging suppliers of
food and paper products to provide more sustainable and fair trade goods; and
remodeling or developing stores to incorporate more eco-friendly features. The
company reported that it is too early to determine how much the implementation
process would cost franchisees.74

74

Why and How

Cold Stone Creamery offers personalized ice cream creations, shakes, smoothies,
cupcakes and cakes for each customer and strives to make people happy.

Cold

Stone is in the business of making people happy and even made it their mission
statement. Staying true to the mission statement is how Cold Stone satisfies its
customers emotional and comfort needs. Consumers might also visit Cold Stone
simply because they are hungry and a Cold Stone treat meets that basic need.
Cold Stones biggest competitor is Marble Slab Creamery; it has five locations in the
Tampa Bay area and offer very similar products. Although Marble Slab can compete
on the basis of similar products, they do not have the same entertainment factor
as Cold Stone.

For example, Cold Stone sings a song every time someone puts

money in the tip jar, where Marble Slab does not. Cold Stone went a step further in
connecting the customer with their ice cream by categorizing size and already set
creations. The names of the sizes, like it, love it and gotta have it, allow the
customer to connect emotionally and pick out a treat size with ease.
To meet the demands created by the health craze, there are frozen yogurt chains
that have been expanding into the Tampa Bay area. Many have a do it yourself
approach, where customers can dispense their favorite flavors and toppings and
then pay by weight.75 Competitors such as Yogurtology, You Say When and Soobak
Yogurt Bar have entered the Tampa Bay market and created a healthy and fun
option for consumers that want to indulge with fewer calories. Cold Stone didnt
always meet the needs of consumers who wanted a healthy option, but they have
added healthier substitutes to its menu. Some of the Healthy menu items are, low
calorie smoothies, no sugar added ice cream and an assortment of healthier mixins. 76 Cold Stone has met the demands of consumers who want convenient and
quick payment options. At all stores accept cash, credit and debit cards and Cold
Stone gift cards.

75
76

When
Cold Stone Creamery understands that the economic downturn has created drops in
sales. People had to give up luxuries and indulgences that included fancy dinners
and vacations. Even in tough economic conditions, people still need a getaway
and time to spend with their family. 77 Cold Stone encouraged people to try new
products while interacting with their family at Cold Stone stores.

Indulging in a

Cold Stone experience was one way families could take a mini vacation without
serious costs. The Cold Stone on Fowler Ave in Tampa typically has three rushes
during a typical business day. The first rush is when the store opens and consists
mostly of professionals on their lunch break, who come in for ice cream after their
lunch. During the afternoon Cold Stone gets a second rush of parents who bring
their children for ice cream after school.
consists mostly of college students.

The third rush is before closing, and

At this particular location weekends are the

busiest days, as well as Mondays because of student discounts. At this location,

there is very little difference in seasonal sales because Florida weather is pretty
consistent throughout the year. Although the difference is small, it is worth noting
that even in Florida; sales during winter months are slightly lower than other
times of the year.
Cold Stone creamery has consistently held promotions and special sales for
consumers. Being part of the community is very important to Cold Stone, and it
gives back in multiple ways each year. It gets involved with school fundraisers,
charitable organizations and supports the Make-A-Wish foundation. Cold Stone
Creamery dedicates the entire month of September to raising money for the MakeA-Wish foundation, which helps grant wishes for severely ill children. 78 This year
Cold Stone was a part of Kates wish which was to create an exclusive ice cream
mix for Cold Stone. On September 30, 2010, they held the 9 th Annual Worlds
Largest Ice Cream Social, where it gave away free samples of Kates Creation. 79 Cold
Stone also gets involved with customers on Facebook. On a regular basis, Cold
Stone updates its status, responds to customers, answers questions, and posts
information about particular stores.80

77
78
79
80

Why Non Customers

Unique creations and treats at Cold Stone are delicious, but come with a price. The
price of a Cold Stone creation is usually higher than other ice cream shops and is
significantly higher than ice cream at a grocery store.

Cold Stone successfully

captures customers with a higher level of disposable income but does not meet the
needs of those on a tighter budget. Those on a strict budget have less disposable
income and cannot justify spending over $4.00 on a single ice cream treat.
Cold Stone is not only expensive, but also high calories. In most cases, it is not
favored by those who are trying to keep a healthy diet.

At the request of its

customers, Cold Stone introduced a line of Healthy Creations.

Even with these

options, most consumers who live healthier lifestyles probably steer away from Cold
Stone. This could be because they are trying to resist a temptation to choose a high
calorie treat, or they simply not aware of the healthier options available.

Where
Cold Stone creations are only sold at franchised locations. In the Tampa Bay area,
consumers

can

visit

anyone

of

locations.

the

81

fifteen

prime

Locations are most

likely found in strip malls, near

movie theaters and in other
heavily

trafficked

surrounding,

store

locations.
locations

Regardless
are

always

of

the

densely

populated. Cold Stone has expanded internationally and

has introduced stores in ten countries: Japan, South Korea, Taiwan, China, Indonesia,
Mexico, U.A.E., Bahrain, Qatar, and Denmark. 82 Cold Stone has a plan to become the
biggest ice cream store in the world and have been working diligently to expand
globally and remain a market leader.

Cold Stone has the capabilities cater events,

both large and small. Since Cold Stone Creameries are franchisees, each owner has
his/her own policy with regards to catering. Cold Stone is able to bring its potable
store to almost any location.
directly over the phone.83

For most events consumers are able to place orders

Most consumers love convenience and now they can

have personalized creations delivered to their homes in Tampa. Tampaeatz.com lets

consumers order from over 30 different restaurants including Cold Stone Creamery.
Orders can be easily placed online or by calling 813-253-EATZ.

81
82
83

Analysis of the Internal Environment

Marketing strategies
Target Market
Cold Stones target market consists of consumers that like to indulge in super
premium ice cream. These consumers are looking for more than just ice cream;
they are looking to have an experience. Cold Stone has higher prices than other ice
cream shops, but its target market is willing to pay, to get exactly what they want.
Cold Stone offers personalized service to each customer, allowing them to create
their own treat, and leaves them wanting to come back for more.

According to the

Cold Stone website, each franchised location should be in a high traffic area with at
least 10,000 people in a one mile radius.

Additionally, it recommends that Cold

Stones are put in strip malls, near movie theaters, or near other restaurants. Most
ice cream is bought on impulse, which is why these heavily trafficked areas work
best. According to a store owner in FL, his target market consists of adults who
come in alone or in pairs. He also said adults tend to bring kids on the weekend,
but

that

they

themselves
similar

to

too.

almost

always

order

something

for

In

general, its target market is very

Starbucks,

consumers who are willing to pay a

little extra to indulge in a

small treat.

Image

Cold Stone was started by Donald and Susan Sutherland

after they realized that the world did not have a perfect
ice cream. In 1988 they went on a quest to change the
world, redefine ice cream, and opened their first store in
Tempe, Arizona. 84 Cold Stone positions itself to be the
worlds best ice cream and considers it to be in a class of
its own. Cold Stone makes its ice cream daily, in each
store, from the freshest ingredients. Using only the finest
ingredients means its products are considered to be
super premium. The Cold Stone image is something
much bigger than just ice cream; it is a place that leaves
people happy and wanting to come back for more. It is
where people can come and indulge, have fun, and relax.

84

Marketing Programs
Advertising

Cold Stone Creamery uses several different marketing

programs to increase consumer awareness and build
relationships with ice cream lovers worldwide. Through
advertising, Cold Stone hopes to reach more consumers
and provide them with the ultimate ice cream experience.
Over the holidays in 2009, Cold Stone launched a mobile
coupon program where cable networks ran commercials
asking viewers to text CREAM to the number provided. Viewers that sent the text
message received a mobile coupon good for one free love-it size creation, when
an additional treat is purchased. The goal of the program was to get consumers
inside the stores and ultimately drive sales. The promotion targeted families, which
allowed people of all ages to take advantage of the coupon, as long as they had a
mobile phone.85 The mobile coupon also appealed to, green-minded individuals
who favor paperless options for coupons. It created more foot traffic in the stores
and got consumers excited because they were being given something free. This
was the first time Cold stone used mobile marketing and the promotion was
considered a success.

85

In 2007 Cold Stone Creamery released the LOVE IT LOVE IT campaign

which tests consumers devotion to their ice cream. The goal of the
campaign was to capture the publics love for ice cream and position Cold
Stone as the number one place in the world to eat ice cream. The
campaign dramatizes the consumers journey to a Cold Stone Creamery,
and then creates obstacles that our put in their path, thus testing their
desire for ice cream. The advertisements were meant to be dramatic,
humorous and mysterious, they were supposed to draw consumers in and
leave them wanting to know more. Each advertisement was its own story
that displayed a struggle about how far one will go to get something they
really want.86 This was Cold Stones first integrated advertising campaign
and they used television, online, radio, and a LOVE IT LOVE IT micro site.
In the end, the campaign had mixed results on whether it was successful
or not. People can stay engaged with the LOVE IT LOVE IT campaign by
going to loveit-loveit.com, where they will find an archive of
advertisements, characters and bloopers. On July 7, 2010, Cold Stone
teamed up with First Data Corporation to offer a new gifting application
through Facebook. "Thanks to social networking sites, texting and the
growing abundance of web-enabled mobile devices, the way people
interact as well as give and receive gifts is changing," said Dom Morea,
First Data division manager of Mobile Commerce Solutions. 87 Loyal Cold
Stone fans can now quickly and easily send a tangible gift (ice cream
Creations, shakes) to a friend or loved one's Facebook account or e-mail
address. Consumers can access the eGift social application through Cold
Stone's Facebook page or website and select one or multiple friends to
send gifts to, by either by adding them from Facebook or entering their email address. The sender can then select which product they would like to
send their friend and can add a personal message. The sender of the eGift
is able to then proceed through the secure checkout process. After the
sender checks out the recipient receives a Facebook message, e-mail or
both alerting them that they received a gift. Included in the message are
the account number and redemption instructions. The recipient can
redeem the eGift item at any participating Cold Stone location. 88 Cold
Stone loves to make people happy and this gives people an opportunity

86
87

to share a Cold Stone moment even

if they cannot be together. Product
and Service Offering
Cold Stone Creamery has something
for everyone with over 11.5 million
possible creations.89 The signature
flavors are: Cake Batter, Chocolate,
Coffee, Mint, Strawberry, Cheese
Cake, French Vanilla, Sweet Cream,
and Sinless Sans Fat. In addition to
the signature flavors, stores offer
local and season flavors such as
Cinnamon Bun, Pumpkin, Amaretto and candy cane. Cold Stone offers
customers a wide variety of mix-ins for their creations that include candy,
fruit, nuts, cakes and cookies. For consumers that prefer something other
than scooped ice cream, Cold Stone has ice-cream cakes, ice cream cookie
sandwiches, smoothies, shakes, and iced and blended coffees. Distribution
and Channel Programs
Cold Stone Creamery has 1,400 franchised stores with 194 in Canada and other
foreign countries.

Cold Stone is expanding globally, and is constantly looking to

work with people that share its passion for ice cream. Cold Stone franchise owners
use in-store, online, and direct marketing channels.
Pricing
Prices at Cold Stone vary by size, item and by store. Cold Stone sells its ice creams
in 3 different sizes: Like it (5 oz), Love it (8 oz), and Gotta have it (12 oz). There is
no set price per size because it depends on the ice cream and mixins. The average price range for the three sizes is: Like it, $3.00
to $5.00; Love it, $3.20 to $4.20; and Gotta have it, $4.00 to
$5.50. Each ice cream order includes one topping, such as
fruit or candy, and then each additional topping or cone is 75 cents.

Prices

for smoothies and shakes vary by size, and are respectively $2.69 to $4.29.
Cold Stone serves coffee either iced or blended in small, medium and large
and are priced $2.69, $3.69, and $4.09 respectively. Cakes can be made in small,
medium and large and are generally priced $10.00, $19.95, and $25.95

88
89

respectively. Cold Stone provides premade pints to go for $6.49 or customers can
make their own, with up to three toppings, for $7.99.
Sales strategy and Sales force effectiveness
Cold stone has been unique and innovative in its different sales strategies.
The most recent launch of its eGift program has been very successful thus
far. The eGifting idea was introduced to increase instore revenue and
drive franchisee profitability.90 Inside Network Inc., an industry research
firm, states that the U.S. market for virtual goods is currently estimated at
$1.6 billion. Social networking sites account for approximately half the
total market for virtual goods, twice as much as one year ago. Unlike
traditional virtual gifting, Cold Stones eGift application is used to send
tangible gifts that can be redeemed in participating locations. The
application was developed by ecommerce and payment processing
industryleader, First Data Corporation91 Marketing research /intelligence
gathering efforts
Cold Stones aims to provide ice cream lovers the ultimate customer
experience. To gain insight on its efforts, there is a brief online survey
available to the public. The survey has a very colorful scheme, background
music and a comical song to stay consistent with the Cold Stone brand and
ensure a satisfying survey taking experience.92 Mystery shopping is
also used to enforce excellent customer service and satisfaction. Cold
Stone wants to make sure that every customer receives exceptional
service and has an unforgettable experience. 93Public relations/publicity
Cold stone creamery established created its own personal website which
provides information that dates back to 2003. Establishing this website early on,
took them from being a localized ice cream shop to a globally recognized ice cream
powerhouse, which rivals organizations such as marble slab. Cold stone participates
in major food shows, all over the world, to create product awareness and provide
sampling. For the E! Entertainment network's 20th Birthday party, Cold Stone
provided an exclusive custom ice cream blend, "E! Entertain-mint. 94 Cold stone
also partners with the Make-A-Wish Foundation to help grant wishes to terminally
ill children. Most recently, Kate an 11-year-old with a life-threatening condition,

90
91
92
93
94

wished that cold stone would participate in the Worlds Largest Ice Cream Social. 95
Cold stone created an exclusive flavor for Kate and on September 30 th, from 5:00 to
8:00 PM, customers could receive Kates creation free. This was definitely the
worlds largest social and Kates wish came true!

95

Financial Performance

Cold Stone creamery is the fifth largest ice cream shop in

the United States and was ranked number 35 in the
Entrepreneurs 2010 Franchise 500.96 In 2008, its sales
were about $430 million but have recently experienced an
increase in sales due to new and successful items such as,
cup cakes and coffee. Cold Stone is expecting the growth
in sales to continue from recent co-branding efforts with
Tim Hortons INC.97 Cold Stone has been franchising stores
since 1994 and currently has 1,400 franchised units,
including 194 in Canada and other foreign countries.
Since 2008, this number of new stores opening has
dropped domestically, but has risen in foreign countries,
including the 13 new stores opened that have opened in
Canada this year.98 Even with the domestic setbacks, Cold
Stone is still considered to be one of the fastest growing
franchises.99 In order to open a franchise, a total
investment from $292,525 to $440,275 would be
necessary. The potential owner would also have to be
able to pay the $42,000 franchising fee, and meet the
$125,000 cash liquidity requirement. Cold Stone is a
private company and does not provide sales or potential
profits to interested franchisers.

Additional Company Characteristics

96
97
98
99

Technical Capabilities
Cold Stone has used many innovative technological resources to attract its
customers. Customers can interact with Cold Stone online by creating a My Cold
Stone account, which allows the customer to have a personalized space on the Cold
Stone website. My Cold Stone account holders are eligible to receive special offers
and join the birthday club. Cold Stone uses the club and social networking as a cost
effective alternative to traditional advertising. Cold Stone does use any special
gadgets to blend its creations, but they do use state of the art ovens, refrigerators
and freezers to provide the freshest treat possible.

Available Resources

Cold Stone provides new franchise owners all the resources they need for
success. The entire processes of starting a new store, completing the
necessary training and opening the doors for business takes about a year.
Not rushing this process ensures that the new owners will represent the
Cold Stone brand and exceed expectations. Each new owner is required to
enroll at Cold Stone University, at the headquarters in Scottsdale, AZ, for
approximately eight weeks. Cold Stone University offers courses where
the new owners learn everything they need to know, including how to
present the Cold Stone experience to their future customers. 100Production
Capacity
Cold Stone provides each customer with a unique experience and each creation is
hand made in front of the customers eyes. Cold Stone does not pride itself on
producing a quick product, but instead on the consistence and quality of its treats.
Cold Stone customers do not expect quick service and visit the store to have an
experience and indulge in their favorite ice cream creation. Cold Stone does have
options for those with busy schedules such as pre-made creations, cakes and pies.
Every store is different, but most have several tables located inside and outside the
store.
Career Opportunities
There are over fourteen hundred stores operating around the world that provide a
variety of career opportunities.

A new Cold Stone can be

opened almost anywhere, allowing some customers to own

a piece of their favorite treat if they qualify. The process of
becoming an official owner of a Cold Stone can take as little
as three months. Each owner is followed while they secure
a location, negotiate the lease and finalize the location
specifics.

Each owner is sent to Cold Stone University,

where they are taught to live and exceed Cold Stones

expectations.101 The entire process, including training, can
take up to a year to complete. All Cold Stone locations have
career opportunities on both large and small scales. Each store provides full time,
part time and management opportunities. Small scale jobs, like crew members, are
great for teenagers and are popular first jobs.
100
101

A potential crew member is

auditioned instead of having to go through the typical interview process. Crew

members prepare ice cream creations while providing the ultimate customer
experience.

Crew members are enthusiastic, dedicated, team players and have

excellent customer service

skills.

On

a larger scale

Cold

Stone

provides

opportunities at its corporate headquarters in Scottsdale, Arizona. Corporate

opportunities include web design, formulating promotions and creative concepts,
and testing, finance, accounting, managing, training, customer service and
supply.102

SWOT Analysis
Strengths

Statement of
Internal
Strengths

Company Performance

1=Min
or

1. Growth

102

5=Maj
or

Stren
gth
Index
Numb
er

Importance

1=Lo
w

5=Hi
gh

20

2. Store locations

3. Cold Stone
Creamery
Customer
experience

25

4. Premium
ingredients

25

5. Advertising
campaign

6. Product
offerings
7. Marketing
research

9. Financial
success

10. Consistency &

quality

13. Co-branding

20

15

16

12

12. Facebook
page

20

8. Public
relations

11. Website
quality

20

16

12

12

15

1. Cold Stone Creamery is a market leader and ranked third in a 2008 list for growth
of United States ice cream chains. There are 15 locations in the Tampa Bay
Metropolitan area.

2. Locations are most commonly found in strip malls, near movie theaters and in
other heavily populated and trafficked areas.
3. Consumers in target market are looking for more than just ice cream; Cold Stone
Creamery provides and outstanding customer experience that can be compared
to Starbucks.
4. Cold Stone only uses the finest super-premium ingredients to make its ice
cream fresh daily.
5. Cold Stone Creamery teamed up with First Data Corporation to offer a new gifting
application that is available through Facebook.
6. With over 11.5 million possible ice cream creations and additional menu items,
Cold Stone has something for everyone.
7. Cold Stone offers a brief online survey available that is open to the public.
Mystery shopping is a
strategy that Cold Stone uses to enforce excellent
customer service and ensure superior customer satisfaction.
8. All Cold stone press releases can be found on its website and is archived back to
2001. The company makes community service and working with charities a
priority.
9. Cold Stone is the fifth largest ice cream shop in the United States and sales have
recently increased from new menu items and its co-branding efforts.
10.Cold Stone Creamery provides a consistent customer experience and quality
treats to consumers.
11.An interactive website where a consumer can create a My Cold Stone account
which is a personalized space on the Cold Stone website. The website lists
anything anyone would want to know about Cold Stone, except for financial
performance because it is a private company.
12.Cold Stone utilizes Facebook and engages its customers by posting promotions,
contests and fun facts on its page.
13.Recently, Cold Stone decided to begin co-branding which will provide more
options for its customers and capture a bigger target market.

Weaknesses

Statement
of Internal
Weaknesse
s

Company Performance

1=Min
or

1. Price
2. Waiting
Time
3. Franchisee
Training
4. Limited
Expansion
in the
Saturated
Market

5. Volume
Limited to
Employees
6. Large
portion
sizes

5=Maj
or

Streng
th
Index
Numb
er

Importance

1=Lo
w

5=Hi
gh

25
20

12

12

1. Consumer confidence is at an all time low and customers are turned away from
Cold Stones high priced creations.

2. Each Cold Stone creation is made especially to the customers satisfaction, which
can lead to long wait times for customers.

3. The intense franchisee training can take over a year to complete which can turn
away potential investors.

4. Cold Stone offers a product in an extremely saturated luxury good market leading
to limited future expansion possibilities.

5. Cold Stone offers a product in an extremely saturated luxury good market leading
to limited future expansion possibilities

6. Customers are watching their portion sizes, and Cold Stone offers generous
servings.

Opportunities

Statement
of External
Opportunitie
s

Activeness

1=Min
or

Success probability

5=Maj
or

1=Lo
w

Opportu
nity
Index
Number

5=Hi
gh

1. The Hispanic
market

25

2. University of
South Florida

25

3. Health
conscious
consumers
4. Smaller ice
cream shops
are going
out of
business

15

5. Consumers
that eat
organic

6. Tampaeatz.c
om

12
X

16

1. As stated in our internal analysis, the Hispanic market in Tampa Bay area is
rapidly growing and would be an excellent opportunity for market growth
2. University of South Florida- Placing a store on the University of South Florida
campus could be very profitable and/or have USF partner with the off campus
Cold Stone nearby.
3. Cold Stone should consider creating new flavors with nutrition content that
would appeal to health conscious consumers. This is a trend that is not fading in
America.
4. Smaller ice cream shops that have to close because of the economy, will give
Cold Stone an opportunity to open new stores in the area to gain additional
market share.

5. The percentage of consumers that eat organically is increasing. Creating organic

flavors would meet the needs of these potential customers.
6. TampaEatz.com allows consumers to conveniently place an Cold Stone ice cream
order online and get it delivered to their home within one hour.

Threats

Statement
of External
Threats

Likelihood of Occurrence
1=Min
or

5=Maj
or

1. Bad
Economy

2. Competitio
n

3. Health
Conscious
Movement

4. Credit
Crunch
5. Lacking
Resources

1=Lo
w

5=Hi
gh

25

15

X
X

Index
Number

Seriousness

X
X

25
12

1. The United States is in a recession and the economy has only grown 1.6% this
year. Unemployment rates are at an all time high, especially in Florida. People
have less disposable income to spend which could cause them not to go out for
ice cream.
2. There are many competitors in the frozen dessert industry that offer similar
products such as, Marble Slab Creamery and Ben and Jerrys.
3. Healthy lifestyles are becoming increasingly popular in the United States. About
38.7% of adults watch their diet and would probably prefer to eat healthier
deserts.
4. It is becoming more difficult to obtain a personal or small business loan because
banks are scared to lend money due to increases in defaults.
5. It is possible that a Fat Tax will be applied to foods high in sugar content, which
could affect the production and cost of the ice cream.

Marketing Goals and Objectives

Goals

Implement new marketing strategies to increase customer awareness

throughout Tampa Bay.

Develop Marketing techniques to better target the Hispanic community in

Tampa Bay.

Open Cold Stones in areas throughout Tampa Bay that could be profitable for
a Cold Stone Creamery.

Add additional menu items and/or flavors that cater towards a health
conscious consumers.

Continue to grow as a franchise in the global market and throughout the

United States.

Maintain the current ranking as one of the fastest growing franchises.

Increase website interaction at www.ColdStoneCreamery.com

Increase the protection of copyrighted and trademarked property of Cold

Stone Creamery to sustain the super-premium ice cream brand.

Increase community relations with the Make- A-Wish foundation
Maximize the use of the Public Relations department to insure positive

relationships with Cold Stone customers

Create an effective customer loyalty program for the Tampa Bay area.

Objectives

Open 3 new locations in the Tampa Bay area by December 2012.

Increase the number of Cold Stone customers in Tampa Bay by 15% by

December 2011

Open one new Co-branded Cold Stone in the Tampa Bay are by December
2011.

Increase Revenue at each franchise by 15% during 2011.

Run a promotion with USF during the spring semester of 2011.

Boost the sales for holiday inspired treats by 10% this year (year end 2010).

By December 2012, increase the number of repeat customers by 15%

through a loyalty card program.

Create an Organic flavor by May of 2011 and offer it in at least one Cold
Stone store as a six month trial.

Marketing Strategies
Target market
The target markets are geographically segmented for the Tampa Bay region and
include the following counties: Hillsborough, Hernando, Pasco, and Pinellas. The
United States Census Bureau reported a total population of 2,747,272 for the Tampa
Bay region.
Primary market: 249,985 consumers who are 15 - 34 years old.

Demographic segmentation: age

o

In 2009, Mintel reported that 44 percent of their 18 - 24 year old

respondents and 38 percent of 25 - 34 year old respondents had
visited an ice cream shop in the past 3 months. (Ice Cream Shops US)
Consumers aged 15 - 17 were not included in this particular study, but
are part of the primary target market because teens are likely to visit
ice cream shops. In 2003, BuzzBack Market Research took a survey of
500 teens and 43 percent would choose to snack on ice cream if given
options. (Ice Cream and Frozen Novelties)

Psychographic segmentation: Impulsive behavior

o

In 2009, Mintel reported that 39 percent of their respondents decided

to go to an ice cream shop at the very last minute and 42 percent
decided to go within the hour. (Ice Cream Shops US)

Secondary market: 346,676 families with children, who have an annual

income greater than $25,000.

Demographic segmentation: income

o

The secondary market will include families making an annual income of

at least $25,000. Cold Stone is considered super premium and its
products are usually priced higher than other ice cream shops

Special occasion segmentation: indulgence

Marketresarch.com reported that 60% of their respondents with

children aged 3 12; allow them to indulge in small treats. (The U.S.
Kids Food Market)

Value Proposition
Company and
Product

Target
Customers

Benefits

Cold Stone
Creamery

Adults and
Families with
Children

A superior
customer
experience

Price

Value Proposition

20%
premium

The worlds greatest

ice cream, with the
highest quality
ingredients, for a
premium price.

Positioning Statement
Cold Stone: To young adults and families, who like to indulge in super premium ice
cream, Cold Stone is where you can go to create your own customized ice cream
treat. At Cold Stone, ice cream treats come with superior customer service and a
unique customer experience.

Issues Analysis

Cold Stones biggest strengths are the number of strategically placed store
locations, its image, the customer experience provided and a history of financial
success.

Cold Stones are found in heavily populated, high traffic areas where

consumers are most likely to impulsively buy ice cream.

Perspective owners must

meet all of Cold Stones regulations, including a population requirement surrounding

the new store.

Cold stone has goals to continue expanding throughout the United

States and across the globe and it is predicted that Cold Stone will remain a market
leader in the super premium ice cream industry.

Cold Stone creates a unique

experience for each customer which is consistent with its brand image. Consumers
value specialized treatment and entertainment, making them more likely to pay
higher prices.
franchises.

Cold Stone has experienced strong financial success in most of its

Recently, there has been Cold Stones go out of business, but that

number is outweighed by success of other stores and continued expansion of the

company.

Financial success can be contributed to many things, but the strict

criteria Cold Stone makes perspective franchisees meet; helps ensure profitable ice
cream shops.

Strict regulations also help keep each Cold Stone franchise

consistent with the brands overall image, and allow the company to better reach its
objectives and goals.

Cold Stone strengths are important, but it is also important to monitor its biggest
weaknesses: price, wait time and portion sizes. Cold Stone has high prices, and
there are plenty of consumers willing to pay for a Cold Stone treat, but there is also
a huge population that cannot afford Cold Stone.

In Florida, consumers are still

getting laid off and remain unable to find employment. This leaves many people
without the disposable income they once had to spend on things like Cold Stone.
Consumers that still have jobs are not spending as much because of low consumer
confidence.

It is recommended that Cold Stone review its pricing strategy and

consider a revision. The high wait time at Cold Stone is because each treat is made
specifically for the customer.

One of the companys strengths is creating an

engaging customer experience, which creates a weakness because this increases

the customer wait time. Cold Stone has to-go options for its customers that are in
hurry, but that still doesnt ensure quick payment and checkout.

Cold Stones

smallest serving, like it, is too big for someone watching their weight or for health
conscious consumers. The percentage of overweight Americans is rising and when
they decide to get healthy, they will have to cut Cold Stone out of their diet. To
remain competitive, Cold stone could reevaluate its serving sizes and consider
creating a taste it size, for those that want a smaller treat.

Indulging is small

sized snacks is an emerging trend and would meet the needs of consumers
watching their weight.

If Cold Stone successful exploits its best opportunities, it would create new
strengths for the company. The Hispanic market is growing in the Tampa Bay area,
and this is a demographic that is known to like sweets. Currently, there is a huge
opportunity to market to this population and get them to value the Cold Stone
experience. Cold Stone should consider creating new flavors that would specifically
appeal to the taste buds of this group. There is a Cold Stone located near USF, but
it is not marketed well to the USF population. This is another huge opportunity for
Cold Stone because of the heavily populated campus.

The promotion strategies

should be reviewed to create new ways the Cold Stone shop could better market to
the USF population. Cold Stone could also exploit the needs for people who prefer
to consume organic food items.

The number of consumers who prefer to eat

organically is on the rise and Cold Stone should consider creating flavors with
premium ingredients that are also considered organic.

It is important for Cold Stone to monitor its top threats: the economy, its
competition and the increase in the number of health conscious consumers.

The

economy is considered to be in recovery mode, but Florida is worse off than most of
the nation. This has also resulted in a credit crunch and it is very difficult to for

people to obtain loans for personal use or for a small business. Banks are scared to
lend money because of increasing default risk and when they do lend money, it is at
a higher interest. The areas where the credit crunch is most severe, Tampa Bay
being one of them, should be reviewed so Cold Stone can stay on target for its
expansion goals.

The number of consumers that value healthy lifestyles is

increasing and is also a major threat to Cold Stone. As consumers become more
health conscious, they will begin to value healthier dessert options like frozen
yogurt.

The abundance of frozen yogurt shops opening in Tampa Bay can be

attributed to this threat and it is also creating increased competition.

Many

consumers are also opting to buy ice cream at the grocery store because it is less
expensive. These consumers are now trying to save money and indulge at home
instead of indulging in higher priced foodservice ice cream, making packaged ice
cream a huge threat to the continued success of Cold Stone.

Action Plans
Valpak Savings Coupons

Objective: To increase awareness and foot traffic for the Cold Stones in the Tampa
Bay metropolitan area.

Target Market: Primary and secondary markets.

Description of the Program:

A coupon will be placed in the Valpak mailings

offering: buy two love it size ice creams get one of

equal size free. The coupons will be offered to all
individuals within our target markets. This program will
appeal to cost conscious consumers and will be a way
Cold Stone can try to establish relationships through
value.

Who: The different Cold Stone franchise owners at the locations in the Tampa Bay
metropolitan area.

Timing: Coupons sent out in April 2010. Good through September 2010
Budget: We will be sending the Valpack to our Primary target market (249,985
consumers) and secondary target market (346,676 consumers). The total
number of consumers that will receive the coupon is 596,661. Valpack can
be purchased for 100,000 households for $300.00. We will need 600,000
@ $300.00 per 100,000 households = $1,800.00 total to print the coupons.
The cost of consumers redeeming the coupon is ( $3.00 love it size x

5% reach) (29,833 coupons redeemed) = $89,499.

Total Valpak

Budget: $91,299
Measurement: The coupons will be collected at each of the 15 locations and
sales will be evaluated before the promotion is run again.

Free Smoothie Sample at Gasparilla Distance Classic Race Expo

Objective: To reach out to consumers who are health conscious and give them
the opportunity to taste a Cold Stone smoothie.

Target Market: Half Marathon, 10k, 5k, and one mile fun run race participants
Description of the Program: Free samples of Cold Stone Smoothies will be
given away at the Gasparilla Distance Classic race
expo.

At least 20,000 people will come through the

expo over the two day period which gives Cold Stone a

unique opportunity to target this health conscious

group.

Who: The different Cold Stone locations in the Tampa Bay metropolitan area will
decide who will work the booth at the expo.

Timing: During the race expo hours at the Tampa Convention Center (Friday, Feb.
25, 2011, 10 am 8:00 PM and on Saturday, Feb. 26, 2011, 6:00 AM 5:00
PM).

Budget:

Booth rental cost = One (1) 10 x 20 Booth Space (Corner/Interior-

includes two (2) 6 tables, four (4) chairs, wastebasket & sign) = $2,000.
Cost of samples is ($0.04 per 1 Oz. paper cup w/smoothie)*(1000 samples
per hour)*(21 hours) = $840. Total Cost = $2,840

Measurement:

The success of this plan will be measured by how much sales

increase during the month of March after the samples are given out
during the race expo.

Marchs sales should be compared to the

previous months to see if there is a difference.

Customer Loyalty Card

Objective: To turn one-time or infrequent customers into regular customers.

Target Market: All Cold Stone customers
Description of the Program:

Customers that visit their local Cold Stone can

pick up a punch card at the counter when they are

paying for their treat. Customers will receive one punch
for each ice cream treat or smoothie they buy but it
excludes kid size ice cream treats. Once the customer
fills their card with ten punches, they can redeem it for
one free love it size treat or smoothie.

Who: The different Cold Stone franchise owners in the Tampa Bay metropolitan
area.

Timing: The promotion will run indefinitely.

Budget: It is estimated that each store will give out at least 5 free love it
size treats per month. $3.39*(5) = $16.96. $16.95*(15 stores) = $254.25
a month. = $3,051 a year.
Measurement: The success will be based on the percentage increase in sales
and how many fully punched cards are collected.

University of South Florida Freshman Orientation Promotion

Objective: To increase awareness and foot traffic for the Cold Stone creameries.
Target Market: New Students that will attend the mandatory orientations at the
different University of South Florida locations

Description of the Program:

Cold Stone will provide a stack of post-its that

can be put in incoming freshman student orientation

bags. The post-it on top will be a promotional coupon
that students can tear off and bring in to the nearest
Cold Stone location. The new student will receive 50
percent off the original price of one love it size ice
cream.

Who: The different Cold Stone locations in the Tampa Bay metropolitan area will
honor the coupons.

Timing:

Fall 2011, during the freshman orientations at all University of South

Florida campuses.

Budget:

There will be roughly 5000 incoming freshman at the four different USF
locations. 5000 post-its can be ordered through Stick2it.com for $ 1,370
and it includes shipping. We estimate 20 percent of the freshman will take
advantage of this [((5000*.20) = 1000 freshman)(1000* 2.00 loss from
sale)] = $2,000 cost. Total cost for this promotion is $3,370.

Measurement: The success of this promotion can be measured by how many

coupons are turned in at each of the stores and if sales increased
during the remainder of the semester.

Tuesday Free Kids Giveaway

Objective:

The purpose would be to get parents to bring their kids into Cold

Stone and hopefully indulge in a treat for themselves.

Target Market: Parents with children age 10 and under

Description of the Program:

During the summer season (when kids are out

of school) kids age ten and under can receive a free

kids size ice cream on Tuesday nights from 5:00 PM to
closing. Giving treats away to children ten and under will
create a sense of value to adults and will as a result
drive customers to come in when they otherwise would
have passed on super premium ice cream.

Who: The individual franchises will honor Kids Tuesday nights at the Cold Stones
in the Tampa Bay metropolitan area.

Timing: Every Tuesday night, from 5:00 PM to closing and it will continue
indefinitely.

Budget: (Kids 3 Oz. @ 1.69 )*(20 kids per day) = $33.80*(4 days per month) =
$135.20*(12 months per year) = $1,622.40*(15 stores) = $24,336.

Measurement:

While the kids ice creams are free, they

will still be rung up on the register so the

different locations can keep track of how many
free kids cups are given out each Tuesday night
nights.

The success of the promotion will be

measured by how much sales increase on

Tuesdays.

The Stores will track to see if sales

increase from parents or older siblings that

wont be receiving a free ice cream.

Dog Yappy Hour

Objective: To try to increase store traffic and sales by encouraging consumers

with pets to enjoy a treat together. It will also encourage them to sit and
relax and socialize with each other, hopefully making Cold Stone a
regular meet up spot.

Target Market: Owners with dogs who like Super premium ice cream
Description of the Program:

On the first Friday of the month dogs will get a

small taste of ice cream with the purchase of a like it,

love it or gotta have it. Owners will be able to bring
their dog(s) to the 15 Cold Stone locations in the Tampa
Bay Metropolitan area and will create an environment
where dog owners will be able to socialize with other
dog owners. Each dog will enjoy a 1 oz. sample size of
vanilla ice cream with a dog treat placed on top. Dog
Yappy Hour will take place from 3 p.m. till closing.

Who: The respective Cold Stone franchises in the Tampa Bay Metropolitan area
will honor the promotion.

Timing: First Friday of each month from 5pm till close from May to August
Budget: (1 oz. @ $0.50) x (15 dogs per day) x (4 months) x (15 stores locations)
= $450. $7.00 bag of dog bones (@ about 75 bones per bag) x (15 store
locations) = $105. Total Dog Yappy Hour Budget: $555.00

Measurement:

The success of this promotion will be measured by keeping

track of sales and seeing if there is an increase. After the program

ends in August, the stores could also measure success by tracking
September sales to see if the dog owners keep coming to Cold
Stone.

Student Study Break promotion

Objective: To give students a reason to take their study break at Cold Stone
during finals weeks.

Target Market: All college students in the Tampa Bay metropolitan area
Description of the Program:

During finals weeks students will be given the

opportunity to receive a gotta have it size for the price

of a like it size at all 15 locations in the Tampa Bay
Metropolitan area. Students will be required to show a
student ID. This promotion will give students the added
encouragement to have a study session at Cold Stone
creating a positive environment for meeting and treating
at the local Cold Stone locations.

Who: The different Cold Stone locations in the Tampa Bay metropolitan area will
honor the Student IDs

Timing: First two weeks in December and

first two weeks in May

Budget:

($3.39 $3.29) = 0.10 x (20

students per day) = 2.00 x (4 weeks)
x (15 store locations) = $120.00
total.

Measurement: The success of the program will be measured by the increase in

foot traffic over the finals weeks during the two different time periods
the promotion is held.

Clear Channel Outdoor Digital Billboard

Objective: Increase awareness of store locations and store traffic by showing

indulgent treats from Cold Stone ready for consumption

Target Market: The entire Tampa Bay Metropolitan Area

Description of the Program: Cold Stone will implement a series of
advertisements on all 12 clear channel outdoor billboards located in the Tampa Bay
metropolitan area. The advertisement will be designed to increase this impulsive
buying behavior across the target market. Cold Stone will buy into the Tampa Bay
Half Network which means the advertisements will appear in every other rotation in
the area. This provides Cold Stone with 6,420 spots per day which amounts to a
reach percentage of 68.7. Thats 539,280 total spots. Each advertisement will
contain a key super-premium ice cream term. This will be used to measure success.
Mentioning the term will enter each customer in a contest for a $100 dollar gift
card. The drawing will be held at each store location at the end of the 12 weeks.

Who: The 15 Franchise owners of the Cold Stones in the Tampa Bay metropolitan
area.

Timing: For 12 weeks beginning March 2011

Budget: 12 weeks on Half Network = $66,000. $100 gift card x 15 store locations
= $1,500. Total Clear Channel Digital Billboard Budget: $67,500

Measurement:

The key term mentioned above will help Cold Stone to

understand the reach of each particular billboard. Using this term and
the sales associated with each term Cold Stone will be able to
determine the success of the campaign.

Senior Citizen Afternoon Happy Hour

Objective: To increase sales and foot traffic and try to appeal to a different
demographic that may not normally choose to go to Cold Stone.

Target Market: Senior citizens, who are over the age of 65, in the Tampa Bay
metropolitan area.

Description of the Program:

Senior Citizens will be offered one dollar off a

like it size ice cream from 12:00 PM to 3:00PM on

Thursdays. In an effort to create awareness Senior
Citizen Afternoon Happy Hour will be promoted at
senior centers throughout the Tampa Bay Metropolitan
area.

The

program

is

designed

to

appeal

to

demographic that finds deals to be as important as

quality. By offering this deal Cold Stone will be able to
offer greater value to senior citizens.

Who: The different Cold Stone franchises in the Tampa Bay metropolitan area.
Timing: During snow bird season, from November to February, on Thursdays
from 12:00 PM to 3:00PM.

Budget: 10 seniors x 15 stores = 150 senior citizens. = $ 150.00 x 16 Thursdays

= $ 2,400

Measurement: The success of the promotion can be measured by tracking the

sales generated on Thursdays from 12:00 PM to 3:00 PM from senior
citizens.

Monthly
Drawing

Customer

Objective: To

give back and

thank

customers while

also

giving them an
incentive to

indulge

at Cold Stone and

turn

them into more

frequent

visitors.

Target Market: Customers at the different Cold Stone locations

Description of the Program:

This will be a monthly drawing where two

customers will each receive $15.00 Cold Stone Gift

cards. Each store in the Tampa Bay area will have a box
where customers can fill out a card with their contact
information and enter it to be part of the contest. The
winners will be pulled on the 15 th of each month and
notified within 24 hours.

This promotion is also

consistent with what Cold Stone already does in the

community. It will be a way for the company to give
back to the Tampa Bay area and hopefully create
repeat customers and positive buzz.

Who: The different Cold Stone locations in the Tampa Bay metropolitan area.
Timing: Once a month for a trial for a trial period of 3 months.
Budget: ($15.00 for each gift card x 2) = $30.00 ($30.00 x 15 stores) = $450.00
total

Measurement:

After the three month trial period, the store owners will evaluate

if the program is worth continuing at their location. The respective

store owners will see if customers are getting excited or if the
program is creating a buzz in their store and it will be up to them if
they want to continue.

They can measure the success of the

program if they see an increase in foot traffic and sales or patterns

of repeat customers.

Marketing Budget

Valpak
Savings
Coupons

Free
Smoothie
Sample at
Gasparilla
Distance
Classic
Race Expo

$91,299

Customer
Loyalty Card

University of
South
Florida
Freshman
Orientation
Promotion

Tuesday Free
Kids
Giveaway

$2,840

$3,051

$3,370

$24,336

46.6%

1.45%

1.55%

1.72%

12.42%

Dog Yappy
Hour

Student
Study
Break
promotion

Clear Channel
Outdoor
Digital
Billboard

Senior
Citizen
Afternoon
Happy Hour

Monthly
Customer
Drawing

$555

$120

$67,500

$ 2,400

450

.29%

.06%

34.45%

1.23%

.23%

Total Budget Expenditure: $195,921

Cold Stone requires each of its stores to spend 3% of its sales on marketing. We
estimated that the Cold Stones in the Tampa Bay area each make $380,000 per
year in sales. Based on this estimate, our total budget is equal to 3.43% of each
stores average annual income. We decided to raise the current budget that the
stores have now so we can better achieve our goals and objectives.

The most important and expensive action plan it the Valpak savings coupons.
Valpak coupons are an important strategy that would allow our customers to save
money on their ice cream while also increasing foot traffic and sales for the Cold
Stone stores. The budget for the Valpak savings coupons was based on 596,661
consumers in our primary and secondary target markets. The coupon would allow
consumers to buy two love it ice creams and get the third one free.
We decided to include the University of South Florida and students in two of our
plans because it is such a huge school in this area, with multiple campuses and
potential customers.

We decided to give new students a discount during

orientation, so that they would get to know the cold stone locations near school and
possibly come back during the school year. This strategy targets new students in
the beginning of the semester while or next strategy targets all students at the end
of the semester. During finals week, we created a promotion that will give students
a discount and a study break. Students can come into any of the Cold Stones in the
Tampa Bay area, show their student ID, and will be able to buy a Love it size treat
for the price of a like it.

What We Learned

Melinda: The most valuable thing that I took from this project was being able to
work with an extremely motivated group and create a great marketing plan.

especially enjoyed learning about the marketing aspect of a business, as well as

working with my team mates. Everyone did an equally amazing job, and everyone
was able to meet deadlines and stay on top of the project. At first, I had some
difficulty with the research, but this project improved my researching and writing
skills immensely. I had never done a marketing plan before; it was a great learning
experience and it also increased my interest in the marketing field. Other then the
hours of tedious research, I honestly enjoyed doing my parts of the project.
Ashley: The most valuable learning experience for me was seeing all the work that
goes into a marketing plan. A marketing plan isnt just full of creative and fun ideas
to try to implement into a business. The marketing plan is almost all background

and research information in order to discover beneficial promotions or changes in

the business. The most enjoyable part of this project was my group; we were all
extremely motivated to getting things accomplished quickly and to its full potential.
This allowed the group to get along and each individual was able to work to their full
potential. I am a creative person and so I enjoyed the action plans the most. My
least favorite phrase was the research phases due to the lack creativity that it
involved.
Kristin:

Working on this marketing plan was one of my favorite projects I have

done at USF. This is my last semester, and our group was the best one I have ever
been a part of. We are all hard workers, who like to give 100% and turn in our best
work. When we formed our group, we made sure we all had the same expectations
of what a good project was.

We set clear deadlines, and everyone followed

through. We figured out early on what each of our strong points were, and tried to
divide up the project so that we could deliver excellent work, every time. My least
favorite part of the project was figuring out the numbers for the target market
because it seemed like it took way longer than I expected! After that, I thought the
whole thing was pretty easy, especially when you have a group like ours. I really
enjoyed this class and working with team to create a successful marketing plan.
Sean:

I found that creating a market plan takes a lot of creativity and a good

strategy to be able to compete in todays business world. This was my first

marketing plan and I feel like I have expanded my knowledge and that it will help
me in my career. While creating different advertising and promotional strategies, I
found that being innovative with new ideas can really help grab your target markets
attention. I also found the SWOT analysis extremely useful and helped us make the
right decisions to keep the company successful and headed in the right direction.
Tom: During the completion of the marketing plan, I realized that I really enjoy
working with people. Verbal and written communication are very important skills to
have in the work place and this project gave myself and my teammates a real-life
experience to both learn from and enjoy. My group was extremely successful in
making deadlines, working together, and understanding each others strengths and
weaknesses. As a result, our finished project is rightly a compilation of our hard
work. My favorite and most valuable learning experience during the course of the