Marketing Plan for Carvel Ice Cream in Beijing Business Case Study (Case Study Sample)

Marketing Plan for Carvel Ice Cream in Beijing
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Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc58732936 \h 3Introduction PAGEREF _Toc58732937 \h 5Problem Statement PAGEREF _Toc58732938 \h 7PESTEL Analysis PAGEREF _Toc58732939 \h 7SWOT Analysis PAGEREF _Toc58732940 \h 8Alternative Solutions PAGEREF _Toc58732941 \h 9Recommended Marketing Plan to Advertise Carvel Ice Cream Cakes PAGEREF _Toc58732942 \h 16Target Beijing Market Analysis PAGEREF _Toc58732943 \h 16WeChat Campaign Platform PAGEREF _Toc58732944 \h 16Suggested Marketing Campaigns PAGEREF _Toc58732945 \h 17Short-tern Plan (Immediate to 6 months) PAGEREF _Toc58732946 \h 18Medium-term Plan (6 months to 2 years) PAGEREF _Toc58732947 \h 19Long-term Plan (2 years to 5 years) PAGEREF _Toc58732948 \h 20The Proposed Campaign Budget PAGEREF _Toc58732949 \h 22Proposed Control and Feedback Plan PAGEREF _Toc58732950 \h 24Contingency Plan PAGEREF _Toc58732951 \h 26References PAGEREF _Toc58732952 \h 27Appendix PAGEREF _Toc58732953 \h 33WeChat, Weibo and Tik Tok Promotional Costs PAGEREF _Toc58732954 \h 33Weibo Costs per Thousand Impressions PAGEREF _Toc58732955 \h 34
Marketing Plan for Carvel Ice Cream in Beijing
Executive Summary
To: Steven Wang (The business development manager)
From: Group member names
Date: December 2020
Subject: Marketing plan recommendation for Carvel Asia Limited
Problem Statement
Carvel Asia Limited targets increasing sales of its Carvel ice cream product in Beijing in China. Given its limited budget and the Beijing market environment, the company wants to identify the best marketing program to increase sales through awareness creation and education of consumers in Beijing.
Alternatives & Decision Criteria
Various alternative courses of action were examined and assessed on the cost-effectiveness, impact to the market, and ability to attract young and female consumers in Beijing. The bulk of alternatives were digital techniques that include social media campaigns and search engine marketing. Other options included hiring a digital media advertising agency, hiring key opinion leaders, and print media advertisement. However, the report considered that Carvel Asia has a limited marketing budget to recommend a suitable marketing plan. Therefore, we recommended cost-effective, but highly effective marketing strategies.
Recommendation & Implementation