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Loards Ice-Cream

Presented By:
Aziza Crowder,
Diogo Holanda,
Albert Felix

BACKGROUND
Established
in 1950 by
Russ
Salyards at
2825
MacArthur
Blvd
People came
from all over
the Bay to
have some
home-made,
creamy
confection
1952, won
gold at

Russ Salyards (to the


left) and his brother
John Salyards (to the
right)

Loards Today (2200 Wayne


Ave)
Predicted
consumer base
age range: 30-60
38 unique,
home-made,
creamy flavors
8 employees;
half full-time,
half part-time
Located in John
Muir
neighborhood
Modern dcor

San Leandro
Community
Demographics:
31.3%of the
population were
never married,
50.2% are married,
and 11.1% are
divorced.
46% some
community college
education to an
Associates degree;
54% have
bachelors degree
or higher

Socioeconomics:
Young techs: 20-27,
make around $50,000
annually, always online

Family Group: 30-40, one


to two kids; age 5+,
annual income $76,000
looks for bargains and
discounts online

Business Professionals:
30-57, no children,
annual income $80,000$82,000

WHATS THE PROBLEM?


1. Little to no
Promotional
activities
2. No online
presence
3. Invisible to
younger
target
markets
Rebranding Objective: To create a marketing plan for Loards to
boost sales, and to regain and expand its consumer base.

RESEARCH METHODS
USED IN STUDY
Primary Research:
Interview with current owner,
Brian Tam
Interview with Nubi
63 count survey distributed
Secondary Research:
Research databases
Online review sites
Marketing textbook
Social media sites

Findings of the research


study

P r i m e Ta r g e t M a r k e t : M a i n t w o t a r g e t m a r ke t s ; t h e y o u n g
t e c h s , a n d t h e f a m i l y g r o u p . Po t e n t i a l c u s t o m e r s
M a r ke t i n g S t r a t e g i e s : o n l y d i r e c t s e l l i n g t o c u s t o m e r s b y
t e l l i n g t h e m s p e c i a l o ff e r i n g s a n d d i s c o u n t s w h i l e o r d e r i s
b e i n g t a ke n
Promotional Activities: Has donated to various charities,
yet no one in community has noticed

Conclusions based on the


fi ndings
Needs to be involved more within
c om m u n i ty a n d m arket m ore too
potential customers
Need to develop an online presence
Need to create a status within the
community

PROPOSED REBRANDING
PLAN
Objective #1:
Develop a
Promotional Plan

Objective #2:
Develop a Social
Media Presence

Improved Sales
&
Expanded
consumer base

Proposed activities and


timeline
1 Year

1st Quarter

2nd Quarter

3rd Quarter

4th Quarter

Objective
#1
Social
Media

Making
an
Instagram

Continue
to monitor
and
update
page

Continue
to monitor
and
update
page

Continue
to monitor
and
update
page

Objective
#2
Promotion
al
Activities

Create
community
event for
an
organizati
on
regularly
donate to

Attend
community
event
Create
pocketsized
menus

Proposed Budget Plan


Total Cost: $26,794

Objective 1: Make ig
Time: an hour
hourly pay: $50
=
$50

Monitoring and
Maintaining ig:
10 minutes per month
120 minutes per year
$25,000

Efficient way to directly


Market to customers:
500 pocket sized x 50
$14.95 for 500
Takes two hours to make

Proposed Metrics to R.O.I.


Monthly check to see
amount of followers
View the comments,
positive and
negative for the new
brand
Distribute another
survey to compare
with the old one

Thank You for your time!