Marketing Plan for Lords Ice Cream Parlour - 5099 Words

TABLE OF CONTENTS *1.0 EXECUTIVE* SUMMARY ‘Lord’s Ice-cream Parlour’, one of the prime ice cream products situated in St. Johns Wood with a good market share is one of the best in that area providing ice cream with fresh taste and modern packaging. It was established in 1998, ‘Lord’s Ice-cream Parlour’, at present uses straight-line technology for manufacturing more than twenty three types of premium ice cream in its factory in Swiss Cottage, producing nearly 530 liters of ice cream each day . ‘Lord’s Ice-cream Parlour’ has a two year marketing plan for current customers as well as its new consumers to attract and satisfy those target groups of consumer. The company wants to increase its market share by 7% and compete with the†¦show more content†¦Both quantitative and qualitative analysis has been emphasised. Both primary and secondary data were obtained through informal interviews with the company and questionnair es to customers. Moreover in cases where managers and customers were unwilling or unable to provide information, observational research played a vital role. It must be added that the report though, tried to give an overall view of ‘Lords Ice-cream Parlour’, it focused on London City as their area of study. Primarydata was first collected by taking in depth interviews of the Marketing Executive and Sales person to have a better insight to the marketing aspects of ice cream. Mostly personal interviews were undertaken since flexibility, quality of data that can be collected, speed of data collection and response rate is extremely high and information seems to be more reliable and effective. Only unbiased, relevant and valuable data of related issues were recorded to ensure a critical evaluation of the marketing techniques and strategies used by ‘Lords Ice-cream Parlour’. Problems were faced during the interview, as the managers were reluctant to disclose som e of the confidential aspects of the organisation. All the data obtained were not always reliable and hence subject to error. Due to the time constraints I could not complete a comprehensive investigation and there were some areas that were left unexplored. In many occasions managers wereShow MoreRelatedCreativity in Advertising15483 Words   |  62 Pagesearliest form of advertising was simply the trader shouting out the fact that he existed and naming what he had to sell in the local market place. As an instrument of marketing, advertising was an effective through multiple sales people reaching many people at one time. Then it had used the media as a tool. The American marketing association defines advertising as â€Å"any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor†. Advertising doesn’t