This website uses cookies to ensure you have the best experience. Learn more

Launching Ice Cream Brand At Univeristy Campus In Thailand

2726 words - 11 pages

The target market is the teenager up to the working class people and middle upper class people. Those people whom living and working in the ABAC University, Bangna campus area.
The pricing will be like this,

Regular ice cream


1 scoop 40 baht
2 scoops 70 baht
3 scoops 100 baht

Waffle Cones

1 scoop 50 baht
2 scoops 80 baht

Yogurt ice cream

1 scoop 40 baht
2 scoops 70 baht
Waffle Cones
1 scoop 50 baht
2 scoops 80 baht
3 scoops 100 baht
**Topping for both cups and waffle cones is 12 baht per each topping**

Ice cream cake

2 pounds 550 baht
3 pounds 700 baht


85 ...view middle of the document...

There are several reasons that we choose to start of at Bang Na campus as the first place. The first reason is that ABAC students mostly have sophisticate-minded; they can spend a large amount of money to do something that is considered fashionable in the public for example when people go to Starbucks, and they are also loyal to the brand, so if we can get into their hearts, we can expand to any other areas easier. In this area, there are not many direct competitors, compare with Siam Square or Central Chitlom; there are a few ice-cream shops opening, this is our opportunity to run our business without direct competition, the second reason. University students may have unmatched time schedule among their friends, they can stay at our shop waiting for their friends or other classes because it is hard to get out and go around somewhere and return to the university in time. According to the plan of the administration, they are planning to set up a new shopping mall in ABAC and so they want to encourage many shops to open in this mall, from this we may be able to get the lower rent, the third reason.
After the success of the first branch, we are planning to open up our later branches around the business areas of Bangkok, where our target markets are. The considered locations are Thonglor, Sukhumvit, Sathorn, Silom, Ploenchit, Chidlom and Siam area.


ABAC mall, Bang Na campus

The map of Assumption University, Bang Na campus

Assumption: Each of the owners invests 2,000,000 Baht and lending some part from the SMEs equal 5,000,000 Baht. There are 6 owners/members in our group, these makes up an investment fund equals to 17,000,000 Baht.

Step 1: Our business is homemade ice cream.
Developing Growth Strategy: We intend to provide happiness for all customers with the best quality beverage. During the beginning period, there will be a promotion for each season, and if it’s popular, it may be put it in the regular menu, including with the healthy yogurt and other beverages. At this starter point, we expect to be known ice cream shop from the word of mouth and the outside in strategy-located on ABAC mall, Bang Na campus which is not in the crowded area in the city, after we are famous enough we will expand our business into the city- (due to our most concern in healthy and fresh ingredients), plus, advertising on internet which is easier, quicker and cheaper than any other ways. Besides advertisement on the internet, posting advertisement on magazine is another option for new business like us (Magazine hits in our target market); moreover, we may put our ice cream and other beverages in a famous hotel in order to increase awareness of our brand to the customers’ eyes (luxurious image). After we reach the breakeven point, we planed to build share to invest for business expansion, both for productions and quality. We will establish our business in other areas which is our target group locations, for example, Silom, Sathorn, Ploenchit,...

Other Papers Like Launching Ice Cream Brand at Univeristy Campus in Thailand

Ice Cream Marketing Essay

1177 words - 5 pages Daz – super premium, Dreyers – premium, Kirkland- middle price and some private brand of the grocery store are considered as standard On places: they have “dine – in” ice cream meaning ice cream can be served and eaten immediately such as ice cream at kiosk, ice cream truck, restaurants,…, and “home” ice cream meaning ice cream can be bought at grocery stores with bigger size to bring home and saved at the freezer for long term eating On ethic

Supply and Demand Essay

1146 words - 5 pages , however, there are fewer students on campus because there are no classes on the weekends. Thus, due to this decreased demand of ice cream, Ice-Campusades will likely have leftover ice cream at the end of the day. Ultimately, Ice-Campusades experiences different results for its ice cream sales due to the specific day of the week. The small ice cream stand may also experience fluctuations in ice cream sales due to the sudden decrease of the

Walls Marketing Strategy

2315 words - 10 pages COMPANY PROFILE Wall’s is a United Kingdom-originated food brand covering, owned by Unilever. Wall’s itself is now core to Unilever’s Heartbrand global ice cream business, used currently in China, Hong Kong, India, Indonesia, Italy, Austria, Greece, Jordan, Lebanon, Malaysia, Maldives, Mauritius, Mexico, Pakistan, Poland, Brazil, Romania, Philippines, Qatar, Saudi Arabia, South Africa, Spain, Singapore, Sri Lanka, Thailand, Turkey, United Arab

ice cream region

5325 words - 22 pages . It also benefits from a strong brand in Magnum, which continues to see strong growth. Ice cream is a core focus for Unilever. Its positioning is largely premium with Magnum heading up its presence but supported by sales of Ben & Jerry’s largely in the US market. Unilever has pushed Magnum into new formats, Magnum Minis and Magnum Luxury tubs. The brand however will need to find a stronger presence in emerging markets in order to sustain

Ice Cream

1284 words - 6 pages field. Arce Dairy – This ice cream brand was started in January 1995 and immediately got hold of a 5% market share. Its trademark was the use of carabao milk as base, comfortably within the 5-16% fat content requirement to be called ice cream because carabao milk contains considerably more fat than cow milk (9.65% as opposed to 4.16%). Only the expensive ice cream (super deluxe and super special) of Arce contain carabao milk, and are priced at

Baskin Robins Branding

1321 words - 6 pages his father's ice cream store. During World War II, Burt was a Lieutenant in the U.S. Navy and produced ice cream for his fellow troops. When the war was over, the two entrepreneurs were eager to capitalize on America's love of ice cream. They started out in separate ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream in Glendale, California. His store featured 21 flavors and emphasized high-quality ice cream sold in a


4467 words - 18 pages . To analyze the distribution channels and the role of intermediaries in the distribution network. 2. COMPANY BACKGROUND Abdul Monem Limited is manufacturing and marketing Igloo ice cream, country’s leading ice cream brand. Igloo is the pioneer ice cream brand in Bangladesh, having started its operation in 1964 in Chittagong. Later, with the expansion of market, a new factory was established in Shampur Industrial Area, in Dhaka to cater the


2091 words - 9 pages 6 5. Distribution strategies 7-8 6. Promotional mix 8 7. Conclusion 9 Reference 1. Introduction 2.1 History Haagen-Dazs was founded in 1961 by Reuben Mattus and his wife, who helped his mum to sell ice-cream from a horse-drawn wagon in the crowded street in New York when he was young. At the

Ben & Jerry's: External Environment Analysis

2194 words - 9 pages Abstract An external analysis has been conducted at Ben & Jerry’s. Our company is a leader in super premium ice cream industry. This report will analyze the company’s profitability margins and what major opportunities and threats that are facing the industry today. In addition, the report will take you through a brief history of Ben & Jerry’s and general information about the ice cream industry itself. The strategic plan is to identify and

Ice-Fili Case Analysis

1249 words - 5 pages regional areas. Rivalry is high. Future evolve: * As the local supplier base was developing fast (in 2001, there are at least 10 private ice cream equipment companies in Russia), the bargaining power of suppliers for facilities will decline. * The threat potential substitutes will increase, as soft drink, beer and confectionary industries enjoyed increasing market demand rather than the depressed trend found in the Russia ice cream

Baskin Robbins

3178 words - 13 pages 'ice cream experience' for customers. Innovative marketing strategies also helped make the brand very popular and increased brand equity. The case discusses some of the marketing strategies adopted by Baskin-Robbins in the early years of the 21st century, and shows how they helped promote the brand. "We have totally re-looked at how we approach marketing over the past three or four years (late 1990s), and we thought partnering with some top current

Related Essays

Ice Cream Consumption In India: Marketing Project

3248 words - 13 pages blending milk, cream, butter and eggs at Cafe Procope, the first cafe in Paris. 2. Stages of Consumption Pre-purchase Brand image of the ice cream – The kind of image an ice-cream depicts is important for the consumer. It has to suit certain status symbol, quality and any other personal brand requirements that the consumer may have. It is important that the brand maintains good will which is satisfactory to the consumer. Health factors

Why Haagen Dazs Ice Cream Is Popular In China?

746 words - 3 pages The family pack of Haagen-Dazs ice-cream has a very high price in China which is 5-10 times of other areas. (Contributor, 2012). Many Chinese think Haagen-Dazs not worth that much. Because they believe Haagen-Dazs do not have unique taste which other brands also have comparable flavor. Otherwise, excessively praising for their brand will increase likelihood of obesity for customers. They think Haagen-Dazs is nothing but an ice-cream, ordinarily

Jsb Market Research: Consumer And Market Insights: Ice Cream Market In Egypt

521 words - 3 pages category will register fastest growth during 2014-2019. Dairy-based/ Water based is the largest segment. Reasons To Buy This overview of the Ice Cream Market in Egypt allows new entrants and established companies to gain rapid and comprehensive insight into market value and volume, category analysis, brand shares, distribution channel data, and packaging Table of Contents Country Context Market Overview Retail Landscape and Key

Supply & Demand Essay

591 words - 3 pages Ice Cream in Indiana said that “as temperatures continue to remain high in the region, so does the demand for ice cream” (nwitimes). However, on cold, gloomy days, most students do not socialize much. Students try to get their work done on these days so that they can hang out longer on the nicer days. On these gloomy days, Ice-Campusades often has a surplus of ice cream and has to throw it out at the end of the day, which is very inefficient