AEM 241 FINAL MARKETING PLAN

AEM 241 FINAL MARKETING PLAN - CORNELL DAIRY BAR TA Noelle...

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CORNELL DAIRY BAR
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TA: Noelle Dowd By: Nicole Cheever, Hilary Holland, Alyson Intihar, and Meghan Risica Group: O 2
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Table of Contents Section/Title Page Executive Summary 3 Company Description 4 Introduction 4 Market Summary 5 Market Needs 6 Strategic Focus and Plan 7 Mission Statement 7 Brand Footprint 7 Goals 8 Core Competencies 8 Sustainable Advantage 9 Situational Analysis 9 SWOT Analysis 9 Product Market Analysis 10 Industry Analysis 11 Competitors 12 Marketing Plan Objective 12 Identified Strengths 12 Opportunities to Consider 14 Improving Weaknesses 15 Threats 16 Objective 17 Survey 17 Target Market 19 Points of Difference 20 Branding & Positioning 22 Product 23 Promotion 27 Promotional Tactics 27 Implementation Plan 29 Place 29 Conclusion 30 Works Cited 31 Appendix 32
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Executive Summary The Cornell Dairy Bar has operated on Cornell’s campus since 1880. Cornell Dairy products have an established tradition of excellence, and are a source of school pride for students, faculty, and alumni. The Cornell Dairy Bar enables the community to partake in the tradition of Cornell Dairy products, while facilitating community involvement and social interaction. To increase student trafficking to the Dairy Bar, we have chosen to target freshmen undergraduates in the hope of making them repeat customers throughout their academic careers and as alumni. These first year students need a convenient place to relax and eat lunch that utilizes their meal plan options (Big Red Bucks). While the Dairy Bar is not the most convenient location, through increased marketing and promotion to freshmen we can reposition the Dairy Bar to being worth the walk. Our objective for the Cornell Dairy Bar is to increase the number of visits by freshmen to the Dairy Bar by 15% during the 2008-2009 academic year through increased promotion with the implementation of the “Freshmen Fifteen” in-house marketing program. This program entails giving out an ice cream card to all customers through which they can buy five get one free; similar to the coffee card given on campus. Also, “happy hour” will be held monthly for freshmen to come and sample free ice cream in a social environment. Finally, the program increases the use of the ice cream cart, utilizing its mobility and increasing its reach to students. The cart will be made available at sporting events and on north campus at specified times. With the adoption of the “Freshmen Fifteen” program, the Dairy Bar will no longer be a dining option whose location curtails their business.
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Company Description Introduction The Cornell Dairy Bar is a unique institution within Cornell University that has been a long standing tradition and has a highly regarded reputation. It was first established in 1880 on the grounds near Bailey Hall, then moved to Goldwin Smith Hall, and then in 1923 settled into Stocking Hall, where it is currently located. The Bar contains a quaint indoor and outdoor dining area consisting of approximately 75 seats (“Case Study: The Cornell Dairy Bar”).
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  • Spring '07
  • PEROSIO,D.
  • ice cream, Cornell Dairy Bar, Dairy Bar, The Dairy Bar

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