A Proposed marketing plan for Coney Island's cakes and pastries collection

• Main Authors: Arambulo, Ma. Alma C., Hizon, Wilma E., Laurel, Ma. Veronica M., Rodriguez, Ma. Jacqueline M.
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16762
• Institution: De La Salle University

The proposed marketing plan for Coney Island Cakes and Pastries Collection spans from January 1996 to December 1996. With 1996 making the year for Coney Island start to aggressive advertising and promotions of its Cakes and Pastries Collection products, the Unique Selling Proposition is Not Just Your Ordinary Ice Cream . Not Just Your Ordinary pertaining to the exciting and extraordinary flavors that this line offers. This can prove that even if other firms offer nearly the same products or flavors, Coney Island is the only one that has new and innovative flavors and it also guarantees that the taste of the Cakes and Pastries line is like taking a bite of your favorite baked goodies, thus making Coney Island stand out among its competitors. The thrust of this marketing plan would be to get the mindfulness of housewives and other consumers made up of the A, B and upper C markets aged 21-45. Also to get them aware of the unique and innovative flavors of the Cakes and Pastries Collection. It will utilize aggressive publicity and media such as television, radio and print commercials. Considered a major weakness to the corporation is Coney Island's problem of lack of publicity, awareness and perception of expensive costs will be given a solution in this marketing plan. Hence, the sequence of promotions and advertisements will be crucial for 1996. The activities will focus on advertising and promotions aimed at valued clients and prospective customers, in order to induce and influence them to try and keep on patronizing the Cakes and Pastries Collection. As the ice cream industry is very competitive and can attract new entrants, Coney Island will be inspired to improve on its marketing and advertising strategies so as not to be too overshadowed or lag behind its competitors. Coney Island will strive to be perceived as one of the best in the ice cream industry.