In: Operations Management
Case Study
Cold Stone Creamery is a relatively new ice cream company that
faces stiff competition in the marketplace from such established
brands as Ben & Jerry’s and Haagen-Dazs. The first store was
established in Saffron Walden, Essex in 2001. Since then the
company has expanded to more than 20 stores (franchises)
nationwide. Its market niche is that customers can personalise
their serving by choosing a base flavour and then mixing it with a
number of toppings. Employees do the mixing by hand on a frozen
granite stone (hence the company name).
The challenge of course is to generate more store revenue and to
increase market share. Research shows that the typical Cold Stone
Creamery customer is a woman between the ages of 25 and 35, but
that she also brings her friends and other family members with
her.
The company has decided to do an integrated communications
programme for the next year that would involve Public Relations,
advertising and in-store marketing promotions for new
products.
Question 1
What activities would you suggest in drawing up a creative PR
campaign? Suggest a timetable and schedule for these activities
whilst also including a programme for measuring the effectiveness
of the campaign.
Cold Stone Creamery
After going through the given scinerio,I have determined that in order to generate more store revenue and to increase market share Cold Stone Creamery need to engage in effective PR campaign.
The activities that I would suggest in order to draw up a creative PR campaign based on objective and target audience will involve following:
Timetable and schedule for these activities:
Date | Activity | Owner | Comment |
1-May-2018 |
Planning of several activities (advertorials, social media, community relations, offers) |
||
5-May-2018 |
Preparing materials |
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15-May-2018 |
Getting the message to the correct channels |
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16-May to 30 May-2018 |
Repeating the message as necessary |
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1 June- 15 June 2018 |
Monitoring |
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16 June -20-June-2018 |
Evaluation |
In order to measure the effectiveness of the campaign following metrics can be used: