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IT’S-IT Ice Cream

Marketing Plan

Term Project
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Table of Contents

4.0 Marketing Plan ..................................................................................................................... 4

4.1 Marketing Goals and Objectives .......................................................................................... 4
4.1.1 Short-term goals ........................................................................................................ 5
4.1.2 Long term .................................................................................................................. 5
4.1.3 Product-Market Combinations ..................................................................................... 5
4.2 Market Segmentation, Targeting and Positioning ............................................................ 6
4.2.1 Segmentation............................................................................................................. 6
4.2.2 Target Market............................................................................................................ 8
4.2.3 Positioning ................................................................................................................ 8
4.2.5 Value Proposition ....................................................................................................... 10
4.2.6 Consumer Buying Behavior ....................................................................................... 11
4.3 Marketing Mix or 4 P’s of Marketing ............................................................................ 11
4.3.1 Product Strategy – General Description ..................................................................... 12
4.3.1.1 Benefits and Detailed Description .......................................................................... 12
4.3.1.2 Packaging and Logo ............................................................................................ 13
4.3.1.3 Cost of the Product Sold...................................................................................... 13
4.3.1.4 Sales Forecast ...................................................................................................... 13
4.3.2 Pricing Strategy .......................................................................................................... 13
4.3.2.1 Fixed Costs .......................................................................................................... 13
4.3.2.2 Variable Costs ..................................................................................................... 14
4.3.2.3 Price Strategy ...................................................................................................... 14
4.3.2.4 Price Tactics ........................................................................................................ 14
4.3.2.5 Revenue Forecast .................................................................................................... 14
4.3.2.6 Competitors ......................................................................................................... 14
4.3.3 Placing/ Distribution ................................................................................................... 15
4.3.4 Promotion ................................................................................................................... 16
4.3.4.1 Overall Integration Plan .......................................................................................... 16
4.3.4.2 Objectives ............................................................................................................... 16
4.3.4.3 Target Audience ...................................................................................................... 16
4.4 Integrated Marketing Communication Program ............................................................ 16
4.4.1 Identifying the Target Audience ............................................................................. 16
4.4.2 Specifying Promotion Objectives ........................................................................... 17
4.4.3 Setting Promotional Budget .................................................................................... 17
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4.5 The Promotional Elements and Communication Tools ................................................. 17

4.5.1 Digital / Social Media ............................................................................................. 17
4.5.2 Traditional Media.................................................................................................... 17
4.5.3 Corporate Social Responsibility ............................................................................. 17
4.5.4 Personal Selling ...................................................................................................... 17
4.5.5 Direct Marketing ..................................................................................................... 18
4.6 Implementation: Scheduling the Promotion ................................................................... 18
5.0 Financial Plan ................................................................................................................. 18
5.1 Revenue and Equity Budget Estimates ....................................................................... 19
6.0 Metrics ............................................................................................................................ 19
6.1 Value Proposition of ‘It’s - It’ Ice Non-Dairy and Vegan Ice creams ....................... 19
7.0 Final Summary ............................................................................................................... 20
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4.0 Marketing Plan

The marketing plan is a blue print of for any business, which helps in designing and

outlining marketing strategies for a business to achieve the specified goals in a specific timeframe.

The marketing plan for the ‘It’s - It’ Ice cream is also helpful in outlining the tactics that can be

used in the marketing aspects in order to achieve the desirable goals. It will help in identifying the

market and location where the sales of the product can be expanded, the research is done through

using online mediums. The research conducted has helped us in evaluating that the brand is already

known for almost 90 years and is already acknowledged by huge target market (It’s-It Ice Cream).

Ice cream is one such thing that is loved by individuals of almost every age, the main aim of the

conducted research is to evaluate the new placing, pricing, and distribution strategies along with

identifying the promotion strategies in order to get the maximum sales and generate enhanced

revenues. The marketing plan will help in identifying the desired and best locations for the

distribution of the dairy Ice cream; this will help in gaining better customer attention and will also

help the business in recognizing and gaining a significant position in the market. The research has

also helped us in evaluating the tactics and marketing tools that could be use in order to attract and

retain our potential customers.

4.1 Marketing Goals and Objectives

The marketing objectives for the business ‘It’s - It’ Ice cream is to make it a renowned brand

throughout the United States by implementing strategies in order to gain brand awareness among

the bunch of potential customers in a certain time frame. The Marketing objectives are always

Specific, they are measurable, realistic and are always attainable and time specified, hence,

SMART. The marketing objective for the ice cream business are both long-term and short-term
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4.1.1 Short-term goals

 To enhance profits

 To become known around the country by enhanced marketing strategies

 Increased use of social media and other marketing mediums to create enhanced brand

awareness

 To become socially responsible by increasing CSR activities

 Increased use of social media and other marketing mediums to create enhanced brand

promotional events in the museum of ice cream, or giving promotional offers on National

Ice Cream Day

4.1.2 Long term

 To become a global brand

 To introduce diversified products

 To become partnered with various bigger events and clubs

 Increase customer retention and loyalty

 To become a number 1 choice of consumers

 It’s it Ice creams is known for producing high quality ice cream sandwiches and with the

addition of the ‘Dairy free Ice cream’ in the product line the business will become a huge

success.

4.1.3 Product-Market Combinations

Founded on the basis of our market research we will be launching organic and non-dairy frozen

desserts and ice cream sandwiches, our unique offer will be giving an innovative experience. This

will give our customers a taste of divine as our products are already in the market for more than

85 years. We decided to add social cause with our newly launched innovative ice creams and
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desserts by donating 20 cents on each sold pint and 5 cents on ice cream sandwiches sales to the

people affected by various disasters occurred in 2017 in the United States. We will also focus on

our packaging aspects along with including offers and discounts on the products. The inclusion of

coupons and vouchers for lucky draw and sales discounts will also benefit the image and attract

the customers. The customers can enjoy watching live preparation of Ice cream Sandwiches and

also able to customize the desserts as per their choices, this offer is only available exclusively at

our flagship store at Bay Area in San Francisco. We will place the products on the known super

markets and retail stores; this will help us in differentiating and also help in gaining better financial

benefits and enhanced brand awareness.

4.2 Market Segmentation, Targeting and Positioning

4.2.1 Segmentation

According to the research conducted by Roy, and the report was published in Allied Market

Research, the ice cream industry is expanding, during 2016 the Ice cream industry was valued

68,072 million dollar, while it is expected that the sales will reach up to 97,301, until 2023. The

global market segments of the Ice-cream is based on geography and sales type, the sales type are

divided in Impulse Ice cream, Take-home Ice Cream and Artisanal Ice cream segments, while on

the basis of geography it is divided into North America, LAMEA, Asia-Pacific, and Europe (Roy).
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Figure 1: Global Ice Cream Segments by Type and Geography (Roy)

With the changing trends in the eating habits and increased concerns over taking vegan food, the

trends of vegan ice cream is also ruling the ice cream industry. According to the research conducted

by Technavio Market Analysis, the vegan ice cream is becoming a popular choice among

millennials. The adoption of vegan food and diet has increased up to 300 percent since the last

decade. The US is considering to be a popular country for consuming vegan ice creams, the

millennials of the country are the biggest attraction for the ice cream sellers. The Players of the ice

cream industry are coming up with innovative flavors and artisans for the vegan and non-dairy ice

creams (Business Wire).

Figure 2: Global Vegan market Segmentation (Business Wire).

Until 2017, the take-home segment for Ice cream was the largest, covering almost 52 percent of

the total, this segment is expected to decrease by the year 2022 and the new market segment, which

will arise up to 8 percent of the total market share by 2022, will be artisanal. Similarly, United

Sates is the biggest region consuming vegan and non-dairy ice creams accounting for almost 45

percent of the total market share (Business Wire).

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4.2.2 Target Market

Our primary consumer target market consists of vegans, individuals who are lactose-intolerant,

and the health conscious. By expanding the current product portfolio, IT’S-IT Ice Cream would

be able to reach a new and expanding market of consumers looking for dairy-free desserts.

GLUTEN FREE product with more flavors, will attract the new, young and trendy crowd

4.2.3 Positioning

It’s-It is a brand that is known in the Bay Area in San Francisco for almost 90 years, the brand

does not targeted to any special segment considering any specifications regarding age, gender,

ethnicity or demographic. The company is known for producing hygienic and tastiest Ice-Cream

sandwiches. The brand has served various generations (It’s- It Ice Cream). The introduction of

vegan and non-dairy ice cream is specifically design keeping in considering the health concerns

promoting among millennials of US, this is helpful in positioning the non-dairy frozen desserts

among potential customers in a certain way (Wilkinson).

4.2.4 Table Showing Segments, Target, and brand Position

The following table is illustrating the market segments, targeted consumers and

Brand position of the ‘It’s - It’ Ice Cream in terms of geographic, demographic, psychographic,

and behavioral aspects;

Type of Criteria od
Product Dairy free Ice-Cream targeted segments
Segmentation Segmentation
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Region Domestic (United States)

Geographic

Density Urban/ Rural

Age 12 - onwards

Gender Female, Male, Transgender

Life-cycle From the age of 12 onwards

Demographic
stage

Income Lower, middle and high (All three social classes)

Occupation Students, professionals

Loyalty
In the soft stage
Degree

Behavioral

Benefits
Intense flavors, health benefits
Achieved
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Personality Fun loving, ambitious, easy going and determinant

Potential
Students, millennials
buyers

Social Working class, middle class and Elite Class

segment

Outgoing, professionals.
Activities,
Studies, friends, parties, get together
lifestyle
Psychographic

Shopping

and Spending Strong and medium

Habits

4.2.5 Value Proposition

Keeping in consideration the increasing demand of the non-dairy ice creams among

millennials of the country the company have decided to launch the same and unique flavors (which

are the trademark of the company), but in non-dairy line. ‘It’s - It’ Ice Cream’s, non-dairy and

vegan ice cream will not only give mouth-watering flavors to the taste buds but also ensures

healthy diet, , this will convinces the customer that buying this particular product or service will
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add more value to their life style (Staff). The introduction of hand crafted non-dairy ice cream

sandwiches in a new and attractive packaging will retain the customers; this will also give a

competitive edge over other products.

4.2.6 Consumer Buying Behavior

Consumer buying behavior has five stages;

 Consumer Needs – this is the first stage, the customer evaluates his/her needs in this stage

 Information Search – After understanding the need, the customer then search for

information and gather needed information

 Evaluating alternatives – after the above stage, the consumer then search for best

alternatives

 Purchasing Decision – this is the fourth stage, where finally consumer decides to buy the

needed product or service

 Post-Purchasing Behaviors – this is an important stage, this stage gives the true picture

of the product, if the customers are happy and satisfied they repeat buying the same product

or service. Whereas, if they are not satisfied with the purchase, they will spread the bad

remarks, will stop buying or sometimes in the worst scenarios they might take any legal

steps (Bhasin). The ‘It’s it’ will keep a track of the consumers comment after purchasing.

This is an important element for the marketing plan.

4.3 Marketing Mix or 4 P’s of Marketing

The marketing mix or the four Ps of marketing is a core of the marketing plan, proper evaluation

of each P helps in understanding the product demand. The right consideration helps the product to

be placed at the right time and at the right price (Martin). The marketing mix for ‘It’s - It’ Ice

cream’s non-dairy and vegan line is define below

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4.3.1 Product Strategy – General Description

The product strategy for Non-Dairy ‘It’s - It’ ice cream, is to increase its market demand, through

innovating in the same products but adding non-dairy and vegan elements to the ‘It’s - It’ ice cream

sandwiches.

4.3.1.1 Benefits and Detailed Description

This will appeal the health conscious customers in the United States. The claims on non-dairy,

hand crafted, low calorie and less expensive ice creams are having increased demands in past 5

years. The consumers are more focused on buying low calorie, no added preservatives and less

expensive frozen treats (Dornblaser). Keeping in consideration all these factors the ‘It’s - It’ has

initiated dairy free and vegan frozen desserts. As, the business is already in industry for more than

85 years, hence, it is easier for the brand to become customers new attraction. Hence, tempting,

reasonable, healthy and preservative frozen dessert will be launched. These factors are successfully

meeting the six important brand elements;

 Memorable – it will easily recognized by the consumers as the product is already in market

for years and will remain memorable due to its value added and enhanced attributes.

 Meaningful – the new non-dairy and vegan ice cream sandwiches are meaningful due to

its name (It’s-It) and packaging

 Likeable – it is likeable among the millennials, because the brand is keeping in

consideration the health, price, artisans and flavors for them.

 Transferable –the transferability in the product line will also be undertaken.

 Adaptable – the product and the company is adaptable to change, the packaging, flavors,

and logo will keep on changing with the changing trends.

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 Protectable – it is following all the legal procedures and the brand is legally registered and

protected.

4.3.1.2 Packaging and Logo

The packaging will be in different colors and the logo will be printed on the front of the box while

other information will be printed on the back of the box of the ice cream sandwiches and at the

side of the Ice cream tub.

4.3.1.3 Cost of the Product Sold

The cost of the product will vary depending on the product, for 24 cases, the price will be $ 21.99

and for 1 pint of Ice cream tub, the price will be 3. 49 dollar.

4.3.1.4 Sales Forecast

With the implementation of these marketing tactics and strategies, the sales are expected to

increase 22% in next 3 months and with continuous integration of marketing tactics, the sales are

expected to rose up to 46% by the end of this year.

4.3.2 Pricing Strategy

Pricing helps in determining the profit margin, the supply and demand of the product and the

implementation of marketing strategies and so on. In the ice cream industry, the increased demand

of the non-dairy and non-preservative desserts is also impacting on the prices, as well.

4.3.2.1 Fixed Costs

Rent Expense = $5000

Utilities = $500

Machinery = $1000

Building = $750

Salaries = $30,500
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Insurance Expense = $5000

Interest on debt = $4500

Depreciation on equipment = 5%

4.3.2.2 Variable Costs

Part time Salaries expenses = $9000

Raw material = $35000

Shipping costs = $6700

4.3.2.3 Price Strategy

As, for the pricing strategy, we will keep the prices around the same as the original formula. The

dairy product will replace the non-vegan and gluten free raw material.

4.3.2.4 Price Tactics

For bundle pricing, the ice cream sandwiches or other frozen desserts on stick will be sold as

bundles. For economy pricing, the price conscious customers will be attracted and with the

implementation of psychology pricing the prices will be in term of .99, instead of .00, that is $3.49

for 1 liter tub of ice cream and not 3.50 dollar for a tub.

4.3.2.5 Revenue Forecast

Today, these nondescript buildings hide a buzzing operation that churns out100,000. It's-It treats

every double (16-hour) shift.

(From SF Gate article).

4.3.2.6 Competitors

The top four competitors of the ‘It’s - It’ in the supermarket are;

 Ben & Jerry’s

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 So Delicious

 Halo Top Creamery

 Nadamoo

 Talenti

4.3.3 Placing/ Distribution

Placing is an important element for the success of the ‘It’s - It’ ice cream frozen desserts

and non-dairy ice cream sandwiches. Taking in consideration various aspects of the marketing

plan, we have come to fact that we will opt for selective distribution strategy. The newly launched

product will be available to the customers on bigger names in the retailing industry including

Safeway, Wholefood, Trader Joy, Corner store, Target, Walmart and various other known super

markets. These retail stores and super markets are known and have stores countrywide, the

demographics is ideal and having the right blend of customers, the proximity of the selling and the

competition.

These super markets are mostly filled with targeted customers and also attract additional

pool of customers, placing of a new product in the fridge among other non-dairy and vegan desserts

will create a hype among potential customers. As, the value added product with the finger licking

taste, appealing packaging and non-preservative dessert in an affordable price will be the huge

success. It is also easier for the customers to have access to these stores, as they have stores

countrywide. The flagship store of the ‘It’s - It’ Ice Cream is at Bay Area while the newly opened

store is near to the San Francisco Airport (Its-It Ice Cream), which will also attract tourists, as they

will reach the state.

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4.3.4 Promotion

Promotion is the core strategy that makes or breaks a business. Promotion strategies for ‘It’s - It’

are mention in description below;

4.3.4.1 Overall Integration Plan

The overall integration plan of ‘It’s - It’ will help it to differentiate from the non-dairy desserts

selling in the market. Our promotion strategy and marketing plan will touch various aspects of the

communication and marketing with customers and through customers. This will benefit in

generating maximized financial returns.

4.3.4.2 Objectives

Our key objective is to attract our potential customers and also retain them so they can bring back

positive responses, which will help in capturing further market segments

4.3.4.3 Target Audience

Our target audience for vegan and non-dairy ice creams is young millennials who are health

conscious

4.4 Integrated Marketing Communication Program

This is an integrated communication plan for marketing purpose; it will help us in creating a

seamless experience for our valued customers by integrating all aspects of communication

including marketing, sales, promotion, public relations, direct selling and so on.

4.4.1 Identifying the Target Audience

First, we will identify our targeted audience that is young millennials and other people visiting

retail stores. In addition, we have identified tourists as our targeted audience for flagship store.
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4.4.2 Specifying Promotion Objectives

The specific promotion objective is to create brand awareness and to gain maximum financial

returns in a decided timeframe

4.4.3 Setting Promotional Budget

Our promotional budget is approximately $ 25,000

4.5 The Promotional Elements and Communication Tools

4.5.1 Digital / Social Media

This is the age of social media marketing; we are aiming to advertise through using social media

such as Twitter and Facebook. It will create awareness about our new non-dairy line and also the

availability of the products. Similarly, as we already have our online shop, we will give them

online ordering facility in certain states.

4.5.2 Traditional Media

Our advertisement about the introduction of the new product and the placing of the non-dairy

products at different supermarkets will be published weekly in newspapers, also advertising

through TVC and billboards will also be endorsed.

4.5.3 Corporate Social Responsibility

Our each sold 1 liter tub of ice cream will donate a 20 cents and each ice cream sandwich sale will

add 5 cents in the donation account for the relief of people suffering from various natural disasters,

occurred last year.

4.5.4 Personal Selling

We are not aiming for personal selling

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4.5.5 Direct Marketing

As, we are already in the industry for almost 90 years, and we have our flagship store in San

Francisco, additionally we have opened new store near Airport in the state. Therefore, we are also

ready to serve our valued customers through direct marketing, which we are doing for decades.

4.6 Implementation: Scheduling the Promotion

Implementation: Programs/action plans

 Hiring of a trained production manager and quality manager will be undertaken to ensure

the production and quality of the products

 Sales promotion manager will also be hire in order to make sure and take care of the sold

products

 Supply Chain manager will look after the supply chain aspects of the non-dairy and vegan

ice creams distribution at the desired locations.

 Lawyer will be hire for negotiating and handling legal matters

 Marketing managers will take care the marketing and promotion areas of the newly

launched product.

 Initiating funding for the disaster relief within 2 months.

 Start advertising through traditional and digital media with the grand launch of new non-

airy product will be completed

5.0 Financial Plan

Forecasting of approximation budget for installing new machinery at the already established

flagship store for the new product, freezers for storing the manufactured products, vehicle for

supplying the It’s-It non-dairy products to the renowned retailers across the US and the furniture
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cost to create a welcoming environment for our valued customers who want to experience a divine

in-shop experience

• Equipment Cost: $45,000 for initiating a new machine for non-dairy and vegan ice creams

• Vehicle cost; $100,000 for transferring products to the super markets

• Freezers Cost: $35,000

• Furniture (at flagship store): $ 75,000

5.1 Revenue and Equity Budget Estimates

Estimation Weekdays Weekend Monthly

Estimated Walk in 800 Above 1500 4500 plus

Customers (flagship

and Airport franchise)

Estimated Revenue $4800 $9000 $ 100,000 and above

6.0 Metrics

With the increase in It’s-It products sales, the company is making 18 percent of all product sold

into the ice cream industry

6.1 Value Proposition of ‘It’s - It’ Ice Non-Dairy and Vegan Ice creams

The company is offering its valued customers a unique and refreshing line of ice creams, with

twisted finger licking tastes, in a reasonable price, which is made in hygienic conditions, keeping

in consideration the health and dietary aspects of the consumers and targeted audience. The VP for

the ‘It’s - It’ is offer a more unique experience of customizing the flavors as per customer’s taste
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buds, in a market equivalent prices. All the ingredients used in the product are fresh and no added

preservatives are included. We are having higher expectations that this will give our customers a

unique experience and will give the company a competitive advantage over others. We will also

try to continuously evolve and adapt as per the changing needs of our customers in terms of taste,

availability, packaging, discounts, and offers and also with the opening of more stores in various

states of the country. Hence, we intend to:

 Develop long-term relations with our customers

 Giving them satisfied experience in terms of taste, and quality

 Create brand awareness with positivity

The value proposition of the company will be communicated with the customers through all the

communication modes including TVC, billboards, social media, online stores and more. We intend

to become the market leaders in selling organic, non-dairy, vegan and artisan ice creams and frozen

desserts.

7.0 Final Summary

To conclude, It’s-It Ice cream holds a unique position in the ice cream industry of the

United States, the brand is known for more than 80 years, this is a unique brand which has catered

many generations. The introduction of the new non-dairy, gluten free and vegan ice creams is

creating further opportunities for the business. The potential target group is young millennials in

the United States. The business is not only aiming to expand its presence in the US but also to

expand globally in the recent future. The business is also trying to achieve its socially responsible

goals through various programs. The business has a bright and sustainable future.
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Work Cited

Bhasin, Hitesh. “5 Steps in Consumer Buying Behavior - What Is Buying

Behavior?” Marketing91, 2 Mar. 2018, www.marketing91.com/5-steps-consumer-buying-

behavior/.

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Millennials Is a Major Trend | Technavio.” William Lyon Homes Announces Agreement to

Acquire RSI Communities, a Southern California and Texas Based Homebuilder | Business

Wire, 9 Apr. 2018, www.businesswire.com/news/home/20180409005540/en/Global-

Vegan-Ice-Cream-Market---Rising.

Cross, James C., Thomas J. Belich, and William Rudelius. "How marketing managers use market

segmentation: An exploratory study." Proceedings of the 1990 Academy of Marketing

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Dornblaser, Lynn. “3 Trends Impacting the US Ice Cream Market.” Mintel, 7 Apr. 2015,

www.mintel.com/blog/food-market-news/ice-cream-insights-and-consumer-perceptions-

3-trends-impacting-the-us-market.

It's-It Ice Cream. “About Us.” The Original ‘It’s - It’ Ice Cream Treat since 1928,

itsiticecream.com/about-us.

Roy, Ashmita. “Ice Cream Market by Sales Type (Impulse Ice Cream, Take-Home Ice Cream, and

Artisanal Ice Cream) - Global Opportunity Analysis and Industry Forecast, 2017-

2023.” Allied Market Research, June 2017, www.alliedmarketresearch.com/ice-cream-

market.

Staff, Investopedia. “Value Proposition.” Investopedia, Investopedia, 25 Mar. 2018,

www.investopedia.com/terms/v/valueproposition.asp.
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Wilkinson, James. “Market Positioning • The Strategic CFO.” The Strategic CFO, 24 July 2014,

strategiccfo.com/market-positioning/.