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Target Market, Positioning Strategy and Positioning Statement

Target Market/Consumer profile:

Female customer aged 45 years and above are the ideal target customers due to the likelihood of impulse purchases, this is important as they are the main household member to do the shopping and makes the decisions of what is purchased for the house. Offering low carb and less calories options for ice cream would attract to a female consumer as it is still in line with healthier diet and lifestyle goals but also a delicious option. A middle-aged customer is more likely to have a family and as children love ice cream offering healthier options and wide range of flavors would attract to this consumer further. The target customer needs to have a middle median earnings salary so that the impulse purchase can be afforded and have no income restrictions.

Positioning Strategy (differentiation) and Positioning Statement:

To middle aged female customers our Dreyers low fat, slowly churned and lower calorie ice cream is a fun concept that is different from the other options due to the premium product line as its taste, texture, quality and 139 flavor options. Dreyer communicates it creamy flavorsome quality through image and by maintaining both product quality and image as it develops loyal customers. Dreyer supplies a wide range of retail channels to benefit the consumer as the product is easy to purchase and by maintaining a good relationship with the suppliers Dreyers believe the consumer will benefit due to the treatment of products whilst being stored and maintaining various flavor selections.

Questions:

5.4. Integrated Marketing Communication (IMC) Strategy (30 marks, 600 words)

Recommend at least three (3) promotion tools from the marketing communication mix that aligns with your target markets media habits and meets the companys objectives. Recommend marketing metric(s) (marketing analytics) that measures the effectiveness of your IMC program.