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Cold Stone Creamery refers to an ice cream company operating in America. Kahala Franchising Firm manages and owns the Cold Stone Company. Cold Stone Company became situated in Arizona at Scottsdale. Cold Stone Company mainly manufactures ice cream blended with butterfat. Cold Stone Company also makes various ice cream products like Shakes, Smoothies, Pies, Blended Iced Coffee, Sandwiches, and Ice Cream Cake. The firm co-brands the operation since 2008, to enhance its existence outside America. This paper examines the market segment, target market, and positioning statement of the Cold Stone Creamery.
Market Target of the Cold Stone Company
Grewal & Levy views that Cold Stone Company offers valuable life beyond ice cream products since it aims to make people joyous in life (2010). The company provides high-quality ice cream products. The firm provides entertainment reality to clients while trading its products. Customers expect to value high-quality customer services. This explains why clients become loyal to the products of Cold Stone Company. Cold Stone Company established one thousand, four hundred and fifty locations as its target market in the entire world. The biggest strength of the company lies in strategically store locations, which serve various customers in the whole world.
The company exploits its new marketing strategies to enhance consumer awareness throughout its store locations. The company provides personalized service meant to allure customers. Every company’s store became situated in the high traffic regions that attract many customers. The Cold Stone targets adults who not only buy ice cream products for their use but also their kids.
Cold Stone Company forms its target market in segmented geographical locations. Cold Stone firm partners with other firms to improve their products and sales. In 2009, the company and Kraft Foods formed a partnership to rebrand their product of jell-O. “Jell-O flavors comprise of Vanilla, Chocolate, Banana and Butterscotch products” (Grewal & Levy, 2010). Cold Stone establishes ice cream flavor made of jell-O flavors. Jell-O acts as a flavor and pudding additive, which coagulates the ice cream.
Grewal & Levy affirms that Cold Stone also partners with Tim Hortons, a Canadian coffee shop, to establish one hundred co-branded stores in America after victoriously testing two regions in Rhode Island (2010). The partnership enables Tim Hortons to perform its business transaction in America while enabling Cold Stone Company to operate in Canada. The most remarkable co-brand store became established in 2009 August, when Tim Hortons migrated to New York.
Cold Stone Company began the testing market in the Canadian region in 2009 June. Grewal & Levy asserts that, in the Canadian territory, the company formed several co-branded stores in Hamilton, Oakville, Mississauga, Nova Scotia, Toronto Pickering, and Halifax (2010). Cold Stone Company also amalgamated with Soup Kitchen International and Rocky Mountain Chocolate firm in 2008, to promote the sales of soup products in their market segments. This partnership enhanced weekly sales by twelve percent after co-branding. Cold Stone Company designed this venture to attract clients on an annual round basis rather than on a seasonal basis.
The positioning of the Cold Stone Company
The company holds a positioning statement that uses various brand strategies to enhance consumer awareness to increase its market segment in the whole world. “Cold Stone Company adopts extensive advertisement to reach young adults with their children to offer them the absolute ice cream reality” (Grewal & Levy, 2010). The company establishes the mobile coupon strategy as the way to reach every customer in society since nearly every person owns a mobile phone. The company also allows clients to enter their stores as a way of increasing marketing displays and exhibitions.
Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-Hill Irwin.