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    The document discusses account planning for an ice cream company. It analyzes the target audience, competitors, consumer profiles and research, and insights from a focus group. The target audience is identified as the #1 consumer of ice cream in the world, with each person consuming 48 pints per year. Competitive analysis and a perceptual map show opportunities to offer high quality ice cream at a low cost. Consumer research finds most people satisfy their sweet tooth with ice cream and get suggestions through social media. A focus group provided insights into preferences for aesthetic presentation, comfort, variety, and seeing ice cream as an event rather than just a snack.

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    The document discusses account planning for an ice cream company. It analyzes the target audience, competitors, consumer profiles and research, and insights from a focus group. The target audience is identified as the #1 consumer of ice cream in the world, with each person consuming 48 pints per year. Competitive analysis and a perceptual map show opportunities to offer high quality ice cream at a low cost. Consumer research finds most people satisfy their sweet tooth with ice cream and get suggestions through social media. A focus group provided insights into preferences for aesthetic presentation, comfort, variety, and seeing ice cream as an event rather than just a snack.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    63 views11 pages

    Account Executives

    Uploaded by

    api-510924605
    The document discusses account planning for an ice cream company. It analyzes the target audience, competitors, consumer profiles and research, and insights from a focus group. The target audience is identified as the #1 consumer of ice cream in the world, with each person consuming 48 pints per year. Competitive analysis and a perceptual map show opportunities to offer high quality ice cream at a low cost. Consumer research finds most people satisfy their sweet tooth with ice cream and get suggestions through social media. A focus group provided insights into preferences for aesthetic presentation, comfort, variety, and seeing ice cream as an event rather than just a snack.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    Account Planners

    InHaüs Agency
    Let’s start from the beginning
    #1 ice cream
    in the world!
    Universal Truth
    Everyone loves good ice cream

    #1 consumer
    of ice cream
    in the world!
    48 pints/ year
    87%
    Target Audience
    SCOT Analysis

    Strength Challenges Opportunities Threats


    s
    Competitor Analysis

    SECONDARY
    PRIMARY
    Perceptual Map
    HIGH QUALITY TASTE

    LOW COST HIGH COST

    LOW QUALITY TASTE


    Consumer Profiles
    Jennifer’s family Laura
    Consumer Research
    When your sweet tooth needs to be satisfied, How do you
    satisfy it?

    80.13 % of our
    audience gets
    suggestions
    through social
    media or word
    of mouth.
    Focus Group
    Aesthetic and
    Comfort and eat- Ice cream is seen
    presentation is
    in experience! as an event!
    Having variety and important!
    unique niche can
    increase interest and
    awareness! Be involved with
    the community as
    well as on social
    media!

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