Dippin Dots Group Presentation
- 1. L. C. Staten Ginny Soskey Jen Lee Tiffany Feng Claudia Iao
- 2. Brand Overview • Dippin’ Dots founded in 1988 by Curt Jones in Kentucky, USA • Originally independent retail story then began partnering with Opryland USA – Continued with park partnership business model
- 3. Product Overview • Fresh dairy ingredients flash-frozen by liquid nitrogen • Not your average ice cream • Dippin’ Dots, ice cream cakes, dots ‘n cream, clusters, dot float, LOL- lots of layers, dot shake, dot Sunday, dot quakes, solar freeze, coffee • Stored at 40 degrees below zero
- 4. UK Ice Cream Micro Audit • Impulse ice cream was most lucrative sector in 2009 (43% of entire market’s total sales) • Predicted to grow 10.5% by 2014 to £1 billion
- 5. UK Ice Cream Micro Audit Porter’s 5 Forces Threat of New Entrants Bargaining Bargaining Power of Rivalry Among Power of Suppliers Existing Firms Buyers Threat of Substitute Products
- 6. Target Market • Segmentation – Greater London Area – Classes B through D – Young Gen-Y and Gen-Z – Females and Males – Life Stage: High school – High schoolers willing to spend money on current trends
- 7. Target Market • Targeting – Concentrated marketing – All products to this market
- 8. Target Market • Positioning – Trendy – Self-expressive – Fun-loving To teens, Dippin’ Dots is not only a delicious ice cream, but also a social movement that embodies their fun- loving and outgoing nature. With Dippin’ Dots they can be spontaneously silly and love it.
- 9. Promotional Objectives • Increase market share to 5% in 1 year • Raise brand awareness by 20% in 1 year • Total attendance
- 10. Promotional Message “ You’ve never felt so alive! ”
- 11. Integrated Marketing Mix Advertising Personal Selling Sales Public Relations Promotion Direct Marketing
- 12. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) YouTube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 13. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) YouTube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 14. TV Social Media (FB, Twitter, Guerilla YouTube) FB Sponsored Stories
- 15. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) Youtube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 16. Flash Mob (x3)
- 17. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) Youtube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 18. Google Ad Words Contest Movie Theater
- 19. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) Youtube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 20. Movie Theater
- 21. TV Social Media Guerilla (FB, Twitter, Flash Mob (x3) Youtube) FB Sponsored Stories Google Ad Social Media Words Movie Theater Google Ad Words Contest TV Movie FB Sponsored Stories Theater Reunion Concert
- 22. Social Media Google Ad Words TV FB Sponsored Stories Reunion Concert
- 23. Media Schedule
- 24. Media Costing • Total Revenues in USA in 2007 - $50 Million Revenue (£31 Million) – Budget: 1.6% of that revenue Outlet Cost ITV £200,028 Google Ad Words £75,000 Facebook Sponsored Stories £75,000 The Odeon £150,000 Total: £500,028
- 25. Media Placements: ITV ITV1 hosts many types of shows including ITV2 is focused on the younger portion dramas, entertainment, arts, feature films, of the demographic with programming sport, news, current affairs and factual about upcoming talent, celebrity programs gossip and drama. Top shows include: Top Shows include: • The X Factor Results • Katie and Peter: Stateside • Coronation Street • American Idol • World Cup 2010: Live • Supernatural • Britain’s Got Talent • I’m a Celebrity… Get Me Out Of Here • I’m a Celebrity – Get Me Out of Here! Now! • Downton Abbey •The Xtra Factor • Emmerdale • The First Election Debate • Dancing on Ice • A Touch of Frost
- 26. Media Placements: ITV 16-34 Adults 16-34 Adults • ITV1 has played 98 of the top 100 • ITV2 continues to capture and retain a fun- commercial programs for 16-34s so far loving, brand-conscious, younger audience of this year. 16-34s with a female bias. • 81% of the 16-34 Adults who tune in • ITV2 reaches 8.9m more adults and 2.7m to ITV1 watch for at least 20 minutes more 16-34s than Sky 1 each week. making it highly likely they’ve watched • ITV2 has a much wider range of high- a commercial break. performing programs than Sky 1. ITV2’s top • The ITV Family reaches 74% of 16-34s 200 programs of 2008 consists of 44 different in an average week. That’s over 10 programs titles compared to just 21 for Sky 1, million 16-34 year-olds. with The Simpsons occupying over half of the top 200 (102).
- 27. Media Placements: ITV •Split by region: London • 5:25 pm – 10:59 pm •£14,156 - 7:30 pm • £1,000 pounds per ad •30 sec ad • 30 sec ad Total Budget: £ 200,028 ITV 1 – (13 ads) £182,028 ITV 2 – (18 ads) £18,000
- 28. Media Placements: Facebook Sponsored Stories • Facebook sponsored stories receive 46% higher click-through than standard ads – Page like story – Page post story – Page post like story – Domain story
- 29. Media Placements: Facebook Sponsored Stories • Geographic and demographic targeting • Cost per click • The higher your price, the more likely it is to be shown Budget: £75,000
- 30. Media Placements: Google Ad Words • Target • Create your own budget • Cost per click Budget: £75,000
Editor's Notes
- #6: Buyers – B2B (37.8% of market share)• High: price sensitivity, tendency to switch, buyer size, low cost switching• Fragmented retail market• Loyalty is low, but way to reduce competition from buyer itself• Differentiate through brand, flavor, calorieso Suppliers• High: no substitutes, importance of quality cost, oligopoly threat• Competition have little control over priceo New entrants• High: low cost switching, little IP involved, low fixed costs• Enter through: new companies, merger companies, exporting to new countries and acquiring new company • Premium quality and mass marketing• Large companies have parlours, but it is expensive• Easy to differentiateo Substitutes• High: low cost switchingo Rivalry• Top 3 compete heavily• Hard to leave – specialized equipment
- #7: Listening to music: Go to moviesAttend theater/music events
- #12: Pr goal: interact consumers in THEIR way, form B2B relationships with our charity and other businesses related to our charity, the leading/primary strategy to promote our brand Advertising goal: support our PR objectives, reinforcing customer relationshipsDirect-Marketing: continued engagement with consumersSales promotion: encourage purchases
- #25: http://www.ft.com/cms/s/2/51f13738-7d97-11dc-9f47-0000779fd2ac.html#axzz1Qa12zKDG
- #26: http://www.itvmedia.co.uk/advertising-on-itv/advertising-opportunities-with-the-itv-family/itv2
- #29: http://investing.businessweek.com/research/markets/news/article.asp?docKey=600-201105031207BIZWIRE_USPRX____BW7147-1&params=timestamp||05/03/2011%2012:07%20PM%20ET||headline||Facebook%20Sponsored%20Stories%20Achieves%2046%25%20Higher%20Click%20Through%20Rate%20According%20To%20New%20Data%20From%20TBG%20Digital||docSource||Business%20Wire||provider||ACQUIREMEDIA