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The Cows Ice Cream

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on 12 August 2014

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Transcript of The Cows Ice Cream

Positioning
Products and service differentiation
Invest on advertisement
The Cows Ice Cream
Mission
To make,distribute and sell the
finest quality

all natural
ice cream and promote business practices that respect the earth and the environment.
STP
Introduction Of Cows Ice Cream
Launch In China
The living habit of Chinese people is changing
Group Members:
Erin, ANQI HUANG
Tiffany, SHAN MENG
Shevon, QIANWEN LUO
Sophia, YUWEI GONG
Rebecca, HAINING CHAN
Vicky, XINYUE LIANG
Sean, YUXIANG LIN

Entry Chinese Market
Entry strategy:
Joint venture
The Cows Ice Cream
Local Chinese Company
corporate
register
new company----Kaosi(COWS)
Site selection
a shopping mall at the business street
About Our Shop
Designed to look like a rangeland
Floor covered with artificial grass, glass roof, wood tables and swing chairs...
Takeaway or enjoy it here
The cow model stands in front of the door
Segmentation

4P
Product
Price
Place
Promotion
Feature
: quality natural lice cream
Innovative
flavors i.e., maple
Sizes
: available in different shapes and three sizes i.e.,mini,medium,family pack

Our initial objective: grab as much market share as possible
Value-based pricing: relatively low price, high offering
Comparison with Haagen-Dazs
Targeting
Exclusive shops
hunger marketing
Online advertising


Annual Event

the parties agree to develop, for a finite time, a new entity and new assets by contributing equity

exercise control over the enterprise together and consequently share revenues, expenses and assets
China's ice cream market has a huge development potential
Market is not saturated
Female
Psychographic :
Young People
Differentiated:
Canada's Best Ice Cream
History
Cavendish, Prince Edward Island
1983
1987
Vision
2006
t-shirt for kids
Prince Edward Island
Nova Scotia
Ontario
Alberta
British Columbia
NOW
lower butterfat content of approximately 16%
mixed slowly so that it contains very little air
the finest ingredients available
Prince Edward Island berries, finest cocoa imported from Holland, pure natural vanilla.
WHY DOES OUR ICE CREAM TASTE SO GOOD?
SWOT Analysis

strengths
32 varieties of "super premium" ice cream
You can't buy happiness but you can buy ice cream. And that's kind of the same thing.
social responsibility and environmentalism.
more new flavor in innovation
donates a minimum of $1.1 million to philanthropic causes in China yearly.
Really innovative brand
Weakness
NOW! We are going to bring COWS to China!
Canadian
high quality
ice cream






special flavor in China
best! popular! maple ice cream
Product seasonality
Not a well-known brand in China yet
hard to preserve
Opportunities
High awareness of environmental and ecological issues
Growing demand for high quality ice cream in china
Provide allergen free food items
Increasing tourism in China
people need lower fat and healthy icrcream
Threats

Consumer concern with fatty desserts




Competes with other ice cream brands like haagen-Dazs
Prices of all milk products are rising worldwide
Skim Milk powder shortage
Conclusion
We are analyzed SWOT, STP and 4P.

We have chance to join the market. From the analysis we know the market is not saturated.

China's ice cream market has a huge development potential. We had a very strong competitiveness.
we are the
Best Ice Cream
Like what we said,"You can't buy happiness but you can buy ice cream. And that's kind of the same thing."
We are not only selling tasty ice cream, but also sell healthy lifestyle and happiness.
We believe
we will let everyone know
that
!
Young people
Who love fashionable and special ice cream favor
Who have healthy lifestyle.
Maintain the quality

Demographic :
Cows will be the leader in producing the BEST TASTING,HIGHEST QUALITY dairy product and the most popular fashion brand in China


Fashion
Full transcript