Chill Out! - Albertson Joseph

CHILL OUT! Ice Cream and Lounge

Created By: Albertson Joseph Marketing I Ms. Sullivan, Everett High School Copyright 2021

Table of Contents ●

Cover Page

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Table of Contents

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Industry Overview - Page 1

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Business Description - Page 2

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Branding - Page 3

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SWOT Analysis - Page 4

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Target Market - Page 5-6

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Marketing Goals - Page 7

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Marketing Mix - Page 8-9

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References - Page 10

Industry Overview The Ice Cream Industry: According to Allied Market Research, The Global Ice Cream industry was valued at $68 million in 2016, and is projected to reach $97 million by 2023, registering a CAGR of 5.4% from 2017 to 2023.

The growth of the ice cream industry is driven by the availability of the variety that it has to offer. As a result, the consumers pay a good price for these products, which in turn increases the revenue of the market.

Manufacturers are increasing the product range by including functional ingredients, organic herbal fillings, and exotic flavors in product formulations to meet the consumers demands.

Our Position in the Industry: Massachusetts is a high ranked state in the United States in terms of ice cream buyers.

According to Bundle, Massachusetts sits at #4 for ice cream consumers. Chill Out! intends to meet the customer’s demands with high product quality.

The Competition: Many direct competitors of Chill Out! can be listed just in Middlesex county alone. These respected businesses include Richardson’s Ice Cream, J.P. Licks, and Gracie’s Ice Cream.

What makes our company unique: Chill Out! is unique since we are interpreting to make it a spot for customers to hang around.

Taking the lounge approach, there will be seating for large groups and televisions that play sports events, shows, and movies. This isn’t the typical buy you frozen treats and leave type of parlor.

Business Description Mission Statement: ❖ Chill Out is here to offer customers entertainment to compliment the many great things on the menu.

Goals and Objectives: ❖ The long term goal is to expand the business across the world. Steps to do this will include things like building a loyal customer base and beating competitors slowly but surely.

Business Philosophy: ❖ At Chill Out, we believe that customer is king and to make sure they are always satisfied with the products we deliver.

The Ice Cream Industry: ❖ The Ice Cream Industry is very large in business and revenue. With the value projected to be at $97 million by 2023, the value grows by roughly $4 million per year. The opportunity in opening a business in this industry is big because ice cream is a delight that a lot of people enjoy.

Strengths and Skills: ❖ Compared to the competition, Chill Out has a great lounging space compared to some smaller companies. We offer only the highest of product quality and great customer service.

Closing Summary: ❖ We believe that there should always be something complimentary with a good quality dessert. At Chill Out, we offer those sources of leisure to compliment our organic and functional ingredients.

Branding Slogan: Come through and chill.

Logo:

Color Scheme:

#ABD6C4

Merch Examples:

#F9D2B6

#ECACA7

#8A8099

SWOT Analysis

Strengths

Weaknesses

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Affordable

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Seasonal products

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Good quality products

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Newly established company

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Unique and varied flavors

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Lack of brand recognition

Opportunities ●

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Growing demand for quality ice

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Richardson’s Ice Cream

cream

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J.P. Licks

Large young population + very hot

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Gracie's Ice Cream

summer ●

Threats

Consumption of frozen desserts increased.

The Target Market

Age: Although people of all ages are welcomed, we target ages 14+ who can purchase the products unless with an adult.

Gender: All genders are accepted at Chill Out

Marital Status: Marital status is not related to our company.

Family: The size of family does not matter but we do also target families.

Locations: The current location is in Somerville, Massachusetts but our next step is to broaden our company throughout the nation.

Income: Somewhere above $20,000.

Occupation: Occupation doesn’t apply to our company.

Religion: We don’t target a certain religion since all are welcomed.

Language: A language barrier is no problem! We welcome all language speakers and may have staff that can help with the non-English speakers.

Lifestyle:

We do offer healthier options like gelato for those with a more healthy lifestyle but we also have the regular options for those who just want to have a delicious treat!

Motivation: Given that ice cream is more of a guilty pleasure, we would say that the market’s motivation is to treat themselves to cold delight.

Hobbies: We wouldn’t say that there are particular hobbies that attract ice cream consumers. With the various backgrounds that customers have, you can assume that the target consumers take in all kinds of hobbies.

Size: The ice cream market is really huge and is continuing to rise. An average American consumes more than 23 pounds of ice cream per year according to the IDFA. All of this information means that the target market is going to be vast through the years.

Marketing Goals

Goal #1: Increase Social Media Following ●

Why: Increasing our social media following will help increase our brand recognition.

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How: Using popular apps like TikTok, Instagram, and Twitter will keep our business relevant on the media side of things.

Goal #2: Focus On Customer Satisfaction ●

Why: Having good customer service will help create a loyal customer base for Chill Out as a new company. We have to make sure that consumers are satisfied with their experience so they can always come back again.

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How: Have proper business etiquette and always deliver to the customers wants and needs.

Goal #3: Create Unique Ice Cream Flavors ●

Why: It is important that we keep experimenting with various ice cream flavors to keep the consumers invested. Coming up with new flavors for the shop will always have customers interested in what we put out.

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How: Being creative and constantly brainstorming new flavor ideas. We also plan on making vegan ice cream to please the community.

Marketing Mix

Product: At Chill Out, we only offer to sell the highest quality products. Focusing on the menu, we have a wide variety of items to choose from with many flavors for each respective product. Our company has designed our products according to the features and qualities that all range of customers desire. Every menu item is also made of fresh and organic ingredients.

The following is a sample of our signature products: ➔ Soft Serve Ice Cream ➔ Hard Serve Ice Cream ➔ Frozen Yogurt ➔ Sundaes ➔ Gelato ➔ Italian Ice

Price: Chill Out offers premium products at an affordable starting price. We offer bundles for the customers that come in groups to save more money. As for payment methods, we take cash, credit cards, and Apple Pay. If a customer has a Chill Out rewards card, they can get premier discounts to show love to our loyal customers.

Promotion: As for promotion, Chill Out has taken its branding to social media apps such as Instagram, Twitter, Facebook, and TikTok. The posts are gaining attraction which is boosting our brand recognition significantly. Applying pressure on this opportunity is a must as we look to hire more staff to manage our social media pages.

Place:

As for buyers, our first company shop is located in Somerville, Massachusetts. Our large display of products have all been tested and safely follow the health codes. We are available on delivery services such as Grubhub, Uber Eats, and DoorDash which allows customers to enjoy what we have to offer at their location. With Chill Out expanding soon, there will be more information about future locations on the website where you can also see tabs on About Us, Menu, and a Contact Us page.

References ●

https://www.idfa.org/ice-cream-sales-trends#:~:text=Ice%20Cream%20Productio n&text=About%201.4%20billion%20gallons%20of,to%20IDFA's%20Dairy%20Deli vers%C2%AE.

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https://www.alliedmarketresearch.com/ice-cream-market

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https://www.ibisworld.com/industry-statistics/market-size/ice-cream-productionunited-states/