Social Media Marketing Approach 2010

Natalie Schlegel | Maximilian Busch | Tobias Isenberg | Berna Kaya | Johannes Stett

History

Objectives

SWOT analysis

Strategical basic points

Idea

4 pillars of social media

ACCESS model

Social media implementation plan

Table of contents

Founded in 1925, Cologne, Germany

Owners name: Christoph Nebbet

Christoph Nebbet was the only son of a cow farmer

While he finished his “high school degree” he helped his father at work

His first sale of ice cream was 1924 and he was successful with it

History

History

- The reason of his success was based on experimenting with different ingredients and flavors

- After the second world war he founded the FeelWell GmbH

- After the foundation the volume of sales raised until the mid 80´s

- Between 1986 and 1995 the volume of sales fluctuates

- After 1995 the sales decreased until now

Objectives

65% of market awareness in the following five years

rise in sales to $12 Mrd in the following five years

Internal analysis

Weaknesses: - Not enough know-how in the company for new market approach- low marketing activities- low market share- low market awareness

- Product quality- High production potencial, economies of scale- flexible production facilities- our staff is open minded and open to new ideas

Strenghs:

Enviromental analysis

Threats: - situated in an saturated high price market- customers may not accept new flavors

- not well served market segment consists of young, well situated people- competitors have not significant product differentiantion

Opportunities:

Strenghts Weaknesses

ThreatsOpportunities

- saturated high price market

- customers may not accept new products

- not well served new market - competitors product differentiantion

- Product quality- economies of scale- flexible production facilities- open minded staff

- not enought know-how - low marketing activities- low market share- low Market awareness

- New markets

- affordable prices

- New innovative tastes

- Social Media Marekting

- Make use of new Marketing Tools

- Use the flexibility of Production

- Train staff in social media marketing

Strenghts Weaknesses

Threats

Opportunities

Strategical basic points

Results of the SWOT-analysis are:

- FeelWell inc. has to get rid of its old fashioned image. There is a potential of new customers between 14 and 49 which can be reached with new fancy ice cream tastes

- Certain social media campaigns have to be created to reach this group

Strategical basic points

Results of the SWOT-analysis are:

- Frist steps will be to create a new Corporate Identity and a new image

- FeelWell has the ability to produce every taste of ice cream due to its flexible production facility.

- Social Media Tools are suitable for a fast and efficient market approach to get an edge on our competitors

Idea

There are three new ideas, that should help us, to sell more ice cream:

- Energy- White Chocolate Caramel Macadamia Nut Cheesecake- Wild Blueberry White Chocolate- Carrot Cake- Peppermint-Blueberry- Appletini- Pizza (pineapple, strawberry, cranberry, apples, grapes, pecans…)- Tabasco (also in combination with chocolate)

Idea

- The next one is, to create a very healthy ice cream. The ice should be made without any harmful substances.

- The third idea is to sell the ice cream in specially packaging. The ice should no longer be sold in big boxes but instead in small packaging.

- Also the layout of the packing should help us to adress the product to the different target groups.

Four pillars of social media

Research research when, how, why and where target group interacts

Strategy interacting with customers via social networks. Make the brand interessting and look fancy to the target group

Engagement photo contests, video contests, keep people talking about FeelWell

Measurement count followers, measure reactions, count mentions to improve the appearance

?

Audience: 14-49 old trend conscious people who like to try something new in an upper price segmentConcept: Create normal and different new organic

ice-cream flavors Competition: Ben & Jerry’s, Mövenpick / Langnese,

Haägen-Dazs

The ACCESS Model

Execution: see twitter, facebook, youtube, survey monkey

Social Media: twitter, facebook, youtube, survey monkey

Sales Viability: creating a variety of new icecream flavors

The ACCESS Model

Increase awareness among customers and prospects.

Fanpage for informing and interacting with the customers (via tutorials, wall, fotos)

Communicate and collaborate!

Short infos regarding updates, upgrates, events, etc.

Communicate, educate, and entertain!

Several tutorial and image videos

Show where I am!

Extra deals at our shops, „buy one, get one free“, „get for 10 check-ins 1 ice-cream for free“

Social media implementation

ExecutionSocial media

Month Tool Strategic Purpose Engagement Outcomes

1 Establish a FeelWell persona within a social networking environment.

We would like to increase the communication and collaboration with our target customers.

2Package and promote expertise and content with a FeelWeel YouTube Channel. --> We would like to show our advertising movies, give directions and future prospects.

We would like to communicate, educate, and entertain our customers. They should get the opportunity to experience as an unique product with the help of videos.

3We would like to build an external community through microblogging News

We would like to communicate, collaborate and give our customers and everybody who is interested in FeelWell the opportunity to be updated

4We would like to register all our shops in foursquare, that every consumer is allowed to check-in

We would like to communicate and offer ordinary specials to our foursquare members.

5We would like to establish a customer advisory panel utilizing online surveys -> Feedback

We would like to communicate and collaborate as well as give our customers the opportunity to give us their opinion. A Feedback is very important for further implementations.

Social media

Thank you for your attention !