MARKETING for Wall’s Cornetto in singapore
Notes
Executive Summary
This is the proposed Marketing Project for Wall's Cornetto Ice Cream. It will be a year long plan from 1 January 2012 to 31 December 2012.
Due to Singapore's hectic lifestyle, parents in Singapore are very busy, juggling their careers and families. For many, the excitement of their youth ceases to exist. The year-long campaign hopes to bring excitement back into these parents' lives and also for Cornetto Ice Cream to reach out to a wider target audience and to up the sales of its ice-cream.
An analysis on the current external and internal factors of Wall's Cornetto was done to provide a more in-depth knowledge. Through the information gathered, potential markets are identified as part of the consideration for the target market selected at later stages of the project.
Our overall approach to is to implement a market modifying strategy to increase the consumption of Cornetto Ice Cream. There will be major promotions quarterly in 2012. The promotions will take place during periods where there is a major celebratory day in each quarter - Valentine's Day in the 1st Quarter, Mother's Day and Father's day in the 2nd Quarter, National Day in the 3rd Quarter and Christmas in the 4th Quarter. The concept of each promotion will be influenced by each of the celebratory days.
Methods of control and evaluation on the performance will be established and shared subsequently to identify any problems or areas of improvement in making the whole marketing process more successful.
Content Page
Part A
Part A
1. Introduction
6 - 7
1.1. About the Parent Brand: Wall's
6
1.2. About Cornetto
6
1.3. Mission, Objective & Target Audience
7
2. Situational Analysis
8 - 15
2.1. Competitor's Analysis
8-9
2.2. Economic Situation
10
2.3. Changes In Technology
11
2.4. Socio-Cultural Trends
12
2.4.1. Population & Changing Age Structure
12
2.4.2.
Executive Summary
This is the proposed Marketing Project for Wall's Cornetto Ice Cream. It will be a year long plan from 1 January 2012 to 31 December 2012.
Due to Singapore's hectic lifestyle, parents in Singapore are very busy, juggling their careers and families. For many, the excitement of their youth ceases to exist. The year-long campaign hopes to bring excitement back into these parents' lives and also for Cornetto Ice Cream to reach out to a wider target audience and to up the sales of its ice-cream.
An analysis on the current external and internal factors of Wall's Cornetto was done to provide a more in-depth knowledge. Through the information gathered, potential markets are identified as part of the consideration for the target market selected at later stages of the project.
Our overall approach to is to implement a market modifying strategy to increase the consumption of Cornetto Ice Cream. There will be major promotions quarterly in 2012. The promotions will take place during periods where there is a major celebratory day in each quarter - Valentine's Day in the 1st Quarter, Mother's Day and Father's day in the 2nd Quarter, National Day in the 3rd Quarter and Christmas in the 4th Quarter. The concept of each promotion will be influenced by each of the celebratory days.
Methods of control and evaluation on the performance will be established and shared subsequently to identify any problems or areas of improvement in making the whole marketing process more successful.
Content Page
Part A
Part A
1. Introduction
6 - 7
1.1. About the Parent Brand: Wall's
6
1.2. About Cornetto
6
1.3. Mission, Objective & Target Audience
7
2. Situational Analysis
8 - 15
2.1. Competitor's Analysis
8-9
2.2. Economic Situation
10
2.3. Changes In Technology
11
2.4. Socio-Cultural Trends
12
2.4.1. Population & Changing Age Structure
12
2.4.2.