Cold Stone Creamery

1
Cold Stone Creamery

• The Harris Agency
• Morgan Harris, Kasey Brandmahl,
• Laura Johnson, Jennifer Garriques

2
Executive Summary

• Primary goal
• Secondary goal
• Premium quality, variety
• Background info
• Strategy
• Media, promotional ideas

3
Situational Analysis

• Current users
• Geographical emphasis
• Seasonality
• Purchase cycle

4
Situational Analysis

• Creative requirements
• Competitive sales
• Competitive media

5
Marketing Objectives

• Open new stores
• Top 10 on Top Franchise Opportunity list for 2008

6
Primary Research

• More locations
• Lower prices
• New target market!

7
Problems and Opportunities

• Problem
• More locations
• Opportunity
• Growth potential
• Problem
• High prices
• Opportunity
• Discounts and promotions

8
Budget
Richmond, VA

• Richmond, VA
• 1.5 million
• Little Rock, AR
• 1 million

We were under budget by 137,400
We were under budget by 28,500
9
Media

• Used
• Local billboards
• Local network television
• Local radio
• Local magazines
• Not Used
• Internet

10
Newspaper
11
Newspaper
12
Local magazine
13
Billboard
14
Holiday banner
15
Holiday banner
16
Candy partnership
17
Punch card
18
Press Release
19
Commercials

• Cinderella radio
• Wizard of Oz radio
• Pinocchio radio
• TV