Dino Conti Ice Cream has been a cornerstone of the frozen dessert industry, delighting

customers with premium-quality ice cream. Our commitment to crafting delectable flavors
and maintaining the highest standards of quality has earned us a loyal customer base and a
reputable standing in the market. As we navigate the ever-evolving landscape of the ice
cream industry, it is imperative that we proactively invest in our infrastructure, products, and
brand to stay ahead of the competition. This proposal outlines three key investment options
that have been carefully selected to enhance our operational efficiency, elevate our brand
image, and solidify our position as a customer-centric industry leader.

To solve our current problems and enable Dino Conti to become a competitive
international business, we propose an investment of $3 million.

The Board of Directors has agreed the following investment plan.

Upgrade equipment and fleet of trucks. Upgraded equipment will contribute to the
improvement of product quality, meeting and surpassing customer expectations. Investing in
modern equipment positions us as an industry leader, gaining a competitive edge in the
market.

Improve products' packaging. Eye-catching packaging can significantly influence

purchasing decisions, leading to an increase in sales and market share. Utilizing eco-friendly
materials aligns with the growing consumer preference for environmentally conscious
products.

Offer free Ice Cream to all consumers one day a year. Such a promotional event
generates positive media coverage, enhancing our public relations and creating a favorable
brand image. Offering a free product fosters a sense of goodwill and loyalty among existing
customers.

Upgrade Equipment and Fleet of Trucks - $1.2 Million

Improve Products' Packaging - $400,000

Offer Free Ice Cream to All Consumers One Day a Year - $600,000

Upgrade Equipment and Fleet of Trucks. (November – January) Select vendors for
equipment and trucks; negotiate contracts and delivery timelines. Begin the procurement and
installation of upgraded equipment; simultaneously, initiate the process of acquiring new
trucks. Conduct training sessions for staff on the operation of new equipment. Implement a
phased transition to the upgraded fleet, ensuring minimal disruption to operations.

Improve Products' Packaging. (February – April) Engage design agencies or in-

house design teams to conceptualize and create new packaging designs. Finalize packaging
designs, ensuring alignment with brand values and market trends. Coordinate with packaging
suppliers for production and delivery. Launch the new packaging across all product lines,
updating marketing materials and online platforms accordingly.

Offer Free Ice Cream to All Consumers One Day a Year. (May – July) Develop a
comprehensive marketing strategy for the Free Ice Cream Day campaign, including digital
and traditional channels. Collaborate with media outlets to generate coverage and excitement
leading up to the event. Finalize logistics, including coordination with suppliers for increased
product demand and staffing for events. Execute the Free Ice Cream Day campaign, ensuring
a seamless and memorable experience for customers. Capture data and feedback for future
campaigns.

In conclusion, the proposed investments aim to strategically position Dino Conti Ice
Cream for sustained growth. Each option addresses specific aspects of our business,
including operational efficiency, market competitiveness, customer engagement, and brand
image. These investments will yield substantial returns, not only in terms of financial gains
but also in strengthening our market presence and customer relationships.

The executive team, finance, marketing, operations, project management, design,

quality assurance, and customer service teams collectively check and oversee the various
processes involved in the investment plan, ensuring alignment with strategic goals, financial
viability, operational efficiency, and customer satisfaction. External consultants or auditors
may also be engaged for an impartial assessment, depending on the complexity and scale of
the investment.