The Elevation of Ice cream Promotional Tactics due to the effect of weather

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

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

III.Market and Situation Analysis

A.Environmental Analysis
Economic Environment
The inflation is also a factor that affects the ice cream consumption. The final consumer price is
strongly affect the sales of ice cream. The consumer purchasing power are more cautious with
their money and tend to buy less ice cream with the inflation affecting almost all product
especially ice cream beacuse it consist of sugar, when the price of ice cream ingredients increase
the price of ice cream also increase so it affects to the consumer purchasing power.
Political Environment
Political factors have altered the food related industries. Where its focus is on maintaininh health
and safety standards of the ice cream industry it is strictly monitored and regulated.The business
needs sanitary permit to maintain the cleanliness and safety of consumer
Social Environment
The younger age can consumed more ice cream rather than the late adults beacause most of them
suffer from diabetes which can be worsen if they comsume more sweet treats. With the season
change it can clearly affect the ice creams daily consumption which can lead them in closing thei
stores.
Technical Environment
Technologies can greatly affect the consumption of ice cream beacuse machines are the one who
produce ice cream especially here in Manila. We have those high tech machines and if you dont
have these equipments the production of ice cream will be slower. And also technologies can
increase the sales of ice cream by the means of social media.
Competetive Environment
Other novelty ice cream product because it may encourage other buyers to buy their product on
social media. So that it can attract customers thats why it can greatly affect the target market
beacause the population are divided into different business

B.Market Analysis (SWOT)

Strength
•Healthy
•Cold treats
Weaknesses
•Weather
•Cultural behavior
Opportunities
•Growing ice cream market
•Large young population
Threats
•A lot competition on cold treats
•Consumer can easily switch in other subtitutes with little cost

IV.Market Segmentation and Customer Analysis

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

Segmentation
The segmentation of ice cream affects the geographic because in selling ice cream when it has a
sunny or tropical season we should think of areas where products can be sold easily especially
when its summer we should place our product where it has a lot of people to buy our product
Target Market
Our target market is everyone not just the young one's but also the adults because it can be eaten
by everyone,it is easy to consume and its very affordable to everyone.
Positioning Statement
The ice cream will be the new trend and top cold treats in the Philippines for any age even adult or
teenagers, the ice cream will surpassed other types of cold treats in any weather.
B.Market Research Finding
Customer Analysis
Ice cream is commonly consume by the people whose age is 6 years old and above particularly the
kids because ice cream can make them happy and full. And also to the teenagers and adult because
it can be their comfort food and their remedy to their emotional stress.
Customer Profile
Adults-Working adults/College students
Teenagers-Highschool students
Kids-Age up to 6-12 years old
Customer Characteristics
Adults
•Working adults/College students-this type of adults were passing by stress that they want some
refreshibg cold treats
Teenagers
•Highschool students-this type of student want to explore new cold treats
Kids
•Age up to 6-12 years old- kids like sweet food especially cold treats
Customer Needs/Wants
•Delicious
•Affordable
•Healthy
•Unique Flavors

V.Objectives and Goals

Mission
To provide ice cream to all ages in any season and yo raise awareness to tge consumer that ice
cream can be eaten in any variety of hot season and cold season
Objectives
To be the most chosen frozen delight for all season, for all ages
Goals
To increase the sales of ice cream for about 10% every month

VI.Strategies and Tactics

Product
Ice cream is a frozen food made from mixture of dairy products. We will usse unique flavors to be
known and also to elevate our product and sales
Place
Ice cream can be sold at places with many people far from any competitors,specifically near the
school. Because students tends to love refreshing cold treats after a long day
Promotion
Promotion strategy involves getting the consumer tu buy the product. We will promote the product
using social media so that we can introduce the main product, the place where the consumer can
buy the product, the flavors of the product and the price of the ptoduct. Because most of the
people now have a social media so that we can encourage them easily.
Price
Price is one of the greatest factor that can affect the sales of the business. We will put affordable
price and seasonal sales

VII.Budget and Control

Budget
Our estimated budget in elevating the promotional tactics of ice cream cost Php600,000.00

The budget for implementing this plan:

Commercial Space Php150,000
To promote the ice cream we will find a lowest cost of commercial place near the school
Advertisement in Social Media Php300,000
Many people now use social media and advertising has a huge impact to aware people to the
product
Poster and Flyers Php150,000
To raise awareness to the people who dont use social media

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

VIII.Contingency Plan and Risk Management

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

Contingency Plan
To overcome the risk, weaknesses and threats. We will make a seasonal sales, limited flavors and
gift coupons for every purchase to encourage costumers to our product wgisch is ice cream lastly
ever grand celebration we will have a raffle for our customers.
For them to know that we have this kind of strategies. We will use social media for promotional
and also we will make poster and flyers for those people who dont use social media.