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분야
docx2. Introduction
2-1.Cold Stone Creamery’s Background
2-2. Cold Stone Creamery Marketing Problems in Korea
3. Environmental Analysis
3-1. External environmental analysis
3-2. SWOT analysis
4. Cold Stone’s Marketing Mix
4-1. Product
4-2. Price
4-3. Place
4-4. Promotion
5. STP analysis
5-1. Segmentation
5-2. Targeting
5-3. Positioning
6. Research analysis
7. Recommended Marketing Programs
7-1. “Product”
7-2. “Price”
7-3. “Place”
7-4. “Promotion”
Cold Stone Creamery’s mission statement is: “We will make people happy.” However, there seems to be a lack of adherence to this statement according to a reporter, Cathy Garcia, who visited one of the franchises in Korea in 2010. Cathy writes, “In the U.S., Cold Stone Creamery’s crew is known to burst into song whenever a customer puts some money in the tip jar. In Korea where there is practically no tipping, this sing-for-tips gimmick falls flat.” “Usually, the servers also try to spice up their routine by throwing ice cream scoops in the air and other tricks, but none of that was seen.” It seems at this rate, Cold Stone will only be another ice cream chain instead of competing and beating Baskin Robbins in the ice cream market.
3. Environmental Analysis
3-1. External environmental analysis
(1) Trend, Socio-cultural analysis
①Trend analysis
Zenith of the meal, dessert
Desserts are no longer just light refreshments as they have now become important in the dining culture. Particularly, there is a trend for desserts to enhance the mood after eating out. Looking at the products in the recent dessert market, you can sense that those products not only have great taste, but you can also note the fancy color, beautiful shape, and sweet smell. This means that desserts reflect people’s needs in meeting the five senses.
My style, my way, my taste!
Product sales that customize an individual’s personality and preference have been done for ages, but ordering food to fit his/her taste is difficult when eating out. Considering this, Cold Stone has broken the existing stereotypes. It has already created various ice-cream bases with a variety of mix-ins so that customers can choose what they want to eat.
②Socio-cultural analysis
Growth of food service industry
As the foodservice industry develops and the level of people’s consciousness gets higher, the dessert business has penetrated the niche market cleverly. Also, after eating a delicious meal, people top it off with an even more delicious dessert. The result of this dessert culture has reflected well in the ice cream market as ice cream has become a favorite dessert.
Preference for ice cream with various layers
Ice cream was considered something people remembered eating in their childhood. However, when the ice cream industry started moving towards upscale production, the class that wanted ice cream diversified to adults and older people, and accordingly, various brands started developing premium ice cream to suit the adult taste.
3-2. SWOT analysis
①Strength
Unique and differentiated mixing
Cold Stone created its unique ice cream image that it is not just another common ice cream, but a mixing ice cream. And Cold Stone has attracted customer’s interest by showing the process of creating the customer’s order.
Rich taste of ice cream and freshness of waffle
Cold Stone’s ice cream has a high viscosity than regular ice cream, so it steadily clings to the mouth. And various mix-ins mixed with the ice cream give it a great biting texture and good smell. Also the waffles from Cold Stone are crisp, fresh, and smell good because each store bakes them daily.
②Weakness
Limited menu and complex menu selection
Cold Stone’s ice cream menu is mainly focused on extremely sweet tasting items, so there will be a limit in which customers they will attract. Also, the configuration of the menu is so complicated that customers often have difficulty
Cold Stone’s official web-site
http://www.nytimes.com/2006/10/26/business/26sbiz.html?pagewanted=2&sq=coldstone creamery korea&st=nyt&scp=1
나운봉, 손영석, 『브랜드 STP 전략론』, 서울: 비앤엠북스, 2006
www.allbusiness.com
http://www.koreatimes.co.kr/www/news/biz/2010/10/130_74896.html
