Report on Marketing Opportunities in the Scunthorpe Area.

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Unit 5 Report

To: All Directors                                                Ref: AJK5621

From: Marketing manager Alex Kremin                        Date: 7th March 2002

Heading: Report on Marketing Opportunities in the Scunthorpe Area

Terms of Reference

I have been asked to investigate the marketing opportunities for Venetian Ices’ Ice Cream parlours and vans in the Scunthorpe area. This task was set to me by the managing director at Venetian Ices Ltd. My report must be submitted by the 18th March at the latest because at this time a decision must be made whether to build a new parlour or invest in some new ice cream vans.

Procedure

I carried out some desk research by looking at existing research already done by other ice cream companies looking at opportunities in the area. I also carried out some field research by making a questionnaire asking about people’s ice cream consumption and whether they would be interested in a new ice cream parlour in the area.

I carried out a questionnaire to help me find information about possible locations, peoples feelings etc. The main reason for the questionnaire was to discover if there were a demand for ice cream in Scunthorpe, this would help us in deciding whether to build an ice cream parlour here or not. For my research I first went looking at the market for ice cream, I had to know if there was a market for ice cream in Scunthorpe. I also researched the competition in the Scunthorpe area.  I then researched possible locations where the new ice cream parlour could be renovated or constructed. The ideal place is near a populated area, possibly involving retail, where people can drop by anytime they want. I researched into empty shops or sites in the Scunthorpe area, where the ice cream parlour could be constructed.

Findings

From my questionnaire I found that the people who mostly ate ice cream when out were in the age ranges 17-30 and secondly 31-46 years age. The younger generation tended to buy more luxury brand ice cream but more of the 31-46 years and 60+ years said they visited Blyton. This is expected as more people in these age ranges have children and grandchildren and Blyton is a good place for a daily visit. Most people buy tubs of ice cream for home from supermarkets and very few bought the ice cream from a parlour. Most people in all age ranges said they would visit an ice cream parlour if one were opened in Scunthorpe. My questionnaire is at the end of my report.

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The main competitors would not be Blyton or Sargeants as they are not in the Scunthorpe area. The competitors would be places like Supermarkets in the area e.g. Tesco, Safeway, Asda, Morrisons and Iceland. Lesser competition would be things like newsagents selling ice-lollies. The big supermarkets sell things like own brand ice cream, as well as Walls tubs and luxury tubs like Haagen Daas. They also sell things like ice-lollies and ice pops. I think the supermarkets would be my main competitors as they are countrywide businesses and they have more money to spend on advertising and promotions.

I ...

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