[마케팅원론 (영어, 영문)] COLDSTONE - creation of ice cream (콜드스톤 - 아이스크림의 창조) 환경 분석 , SWOT 분석, 4P, STP 분석, 4P 마케팅 전략 제안.pptx

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[마케팅원론 (영어, 영문)] COLDSTONE - creation of ice cream (콜드스톤 - 아이스크림의 창조) 환경 분석 , SWOT 분석, 4P, STP 분석, 4P 마케팅 전략 제안.pptx에 대한 보고서 자료입니다.

목차

1.Project Introduction
2.Market and Customer Analysis
3.SWOT Analysis
4.Competitor Analysis
5.Segmentation, Targeting, Positioning
6.4P Strategy
7.New Marketing Strategy-4p

본문내용

COLDSTONE
-creation of ice cream




Project Introduction




1. Project background
╋━━━━━━━━━━─────────

〔Ice cream market reaches about $ 2 trillion〕
〔Of these, 40% is premium ice cream〕
〔Baskin-Robbins monopolize domestic premium ice cream market〕
〔Cold Stone in the United States is successful premium Ice-cream brand〕
〔Entering Korea 7years but market share is low〕
〔Cold Stone Products have a recognized Satisfactory in U.S, why in Korea, have not been entirely successful〕




2. Project Topic
╋━━━━━━━━━━─────────

（High product quality）＋（Excellent funding of CJ）

（Premium Ice cream entry in third place until 2013）
（Currently the market share of Cold Stone in Korea is low）
（Proposing the marketing strategies through market share）




Company Introduce
╋━━━━━━━━━━─────────

Cold Stone + Creamery
“Cold Stone” brand name for a cold granite stone, “Creamery” is a dairy producing diary products with fresh milk.
→Cold Stone Creamery is a new sense dessert shop which create “fresh ice cream from my own on cold stone”

　≪ 사 진 ≫

　≪ 사 진 ≫

Ice cream = Creation!
Cold Stone’s Ice Cream is “Creation”
Rich, fresh flavor of ice cream and the customer-chosen mix of on a frozen granite in a scrub, that simply is not available to customers, but Cold Stone create your own creation.

　≪ 사 진 ≫




Company Introduce
╋━━━━━━━━━━─────────

Cold Stone stared in the United States is increasing the number of stores around the world currently

　≪ 지 도 ≫




Market Analysis




1. Economic Environment – income level
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GDP per a head

　≪ 그 래 프 ≫

The increase in income levels, eventually Desserts market is expected to provoke an increase




≪ … 중 략 … ≫




SWOT analysis




5. Cold Stone SWOT
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S
USP of the brand in the U.S. market proven
CJ FOODVILL\'s massive investment and support
Customer-centric custom ice cream
Happysong, X-Factor event, create your own products in stores by offering fun
Positive corporate image

W
Latecomer: Entered late the competitive market
Low awareness, few stores, small store size
Unfamiliar how to order and menu name
Somewhat higher price than its competitors
Lack of advertising, public relations
Sanitation problems

O
Steady growth of premium ice cream market
Consumers interested in new things
Increases in income levels

T
Premium ice cream market situation is oligopolistic
Ice cream for the negative issues
Negative views about foreign brands
Wellness trend

키워드

마케팅원론,   프리미엄아이스크림,   coldstone,   콜드스톤,   아이스크림,   SWOT,   마케팅,   4p