Term Paper on Marketing Strategy for the Ice Cream Sector Marketing Strategy for the Ice Cream Sector Essays

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

Social class: social class is normally linked to a person’s income and the sort of job they do. People may discriminate against other people because they are of a different social class to themselves.

My current product is a variation of ice cream flavours, it is sold in store and can be also taken home if the consumers want it to be. There are many different flavours that can come in a tub, cone, or a bowl.

A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status.

Society is set up into a hierarchical triangle that essentially determines social class. A social class is any person or group of people with the same educational, social or economical status. Social class can be broken down into many different categories such as race, age, gender, economic status, educational status and many more. Social class can be measured in many different ways such as financial status, family values, appearance, and demeanor. In America there are six main economical social classes which are the: Very poor, Poor, Working class, Middle class, Upper middle class, and the ruling class.

Times have since changed. Gender roles and expectations have evolved just as the societal lines dividing the social classes. Where populations were once divided in two broad groups, aristocracy and commoners, social stratification has deepened and expanded. The Industrial Revolution, Post World War Two technological advances, the Civil Rights Movement and the Feminist Movement have each played a significant role in the development of the class system of modern society. The widespread use of credit has done the most to blur the lines of social status distinction, but has not stopped advertisers from relying on the conventional standards of using luxury items to offer the appearance of elevated social status. Even with the blurring of class lines, advertisers continue to reinforce the preconceived notions that social position is related

My prediction is that GDP will increase steadily in the future. According to econedlink.org, a nation’s maximum or potential GDP or its potential output is the highest level of output that can be maintained over the long term, given any constraints on the nation’s productive resources. And a limit supply of labor, natural resource, service and capital will result in the limit of potential output, which means, the limit of GDP (2015, econedlink). Besides, according to our textbook, the determinants of economic growth to which we can attribute changes in growth rates include four supply factors: changes in the quantity and quality of natural resources, changes in the quantity and quality of human resources, changes in the stock of capital goods, and improvements in technology (2015, McConnell)

The four classes that are used in the commonly used model are upper, middle, working, and lower classes. Upper classes represents about one percent of U.S. families and usually can be born into their fortunes or live on yearly incomes. Upper classes incomes can range from two million to hundreds of dollars. These people are professionals, corporate executives, and managers who tend to have degrees from expensive universities. They will live in private homes in separate communities away from others. Some people will separate themselves among the upper classes based on how they earn their money and how long they have lived their lives this way.

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

Then, we can get growth rates of 2007 -2011 are 2.46%, 1.76%, 4.09%, 3.61% and 2.78% respectively. Finally, we take the average growth rate of 2.94% as long-term growth rate. The computation is showed in Exhibit 2($ in thousands).

Ben & Jerry’s Homemade, Inc. has been in business since 1978. Approximately 40% of the world 's frozen dairy desserts, 5.6 billion liters per year, are manufactured at more than 450 U.S. ice cream plants. This makes the United States the largest producer of ice cream and related products in the world. With the world 's largest milk supply, an abundance of land, and investments in research & development, U.S. frozen dairy dessert production has remained

Social class is the position or ranking of people in society based on social stratification variables like income, occupation, type of residence, education and qualification that affect purchase pattern and buying behaviour. Social classes show distinct product and brand preferences, especially for goods considered as luxuries such as cars, furnishings and leisure activities like golf. For instance, wealth, power and prestige are popular factors frequently used in the estimation of social class. Social class influence can be used as a basis for segmenting markets, and may reflect the aspirations of consumers. (Schiffman, L., Bednall, D, O’Cass, A., Paladino, A., Ward, S. & Kanuk, L., 2008) Members within a social class share similar

In the late 20th century, the ice cream industry market share was classified into frozen novelties and packaged ice cream, and packaged ice cream could be divided into super premium, premium and lower-price products. Dreyer’s Grand Ice cream Company mainly focused on the premium products.

Taking a closer look at our social class, we can see all of the social factors that are involved in the purchasing of consumer goods. Factors such as relationships, personal roles, and economic stability. Relational influences often tend to be one of the largest factors in looking at a product. Normally, a family member, friend, or coworker might convey their approval for a product, in

There are some economists who support a theory the U.S. economic system is without a social class system, in the typical sense. However, through many proven research methods, science leans in the opposite direction of that theory. It has been shown that humans have a natural tendency to not only roam in places where they feel as though they belong, but they also exhibit similar traits in spending based on their surroundings. The main idea of the article “Social Classes and Spending Behavior” by Pierre Martineau is to understand consumer spending behavior in different social classes in order to apply a specific research design, created by Lloyd Warner, to several different market models. When a consumer of visibly lower social class walks into a expensive department store, the clerks inside will treat her considerably different than they would if a different customer from a noticeably higher living standard walked in (121). By having the difference between them, people who have the same standard will be treated differently in subtle ways (121). Apart from how others from separate social classes are treated, there is also differences among consumers of the same income level, which serves as a better indicator of their social class, as opposed to income level. It is said that Middle-class people do not hesitate when buying refrigerators and other appliances which is durable goods, also no hesitation when buying things in discount houses and making purchase in bargain stores