1. Hogeschool Inholland
Group 4
Snuggle
DBDA Part 2
A mini Marketing Plan, Marketing Campaign and Websites for Snuggle Ice -
Cream
Patience Ekene Nesiagho
504701

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Table of Content
Introduction............................................................................2
Mission...................................................................................3
Marketing plan.......................................................................4
Competitor Analysis...............................................................4,5
Marketing Mix.........................................................................5,6
Swot Analysis..........................................................................7
Goal setting..............................................................................7
Business Strategy....................................................................8
Marketing campaign.................................................................8,9,10
Social Media Sites....................................................................11
References................................................................................12,13

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Introduction
Snuggle is an Ice Cream company located in London, UK. The brand was founded by five
students. The company sells ice-cream made from soya-bean that is suitable for all
because they contain no animal produce. The concept of the company is to sell unique
flavors of ice cream to the consumer market by adding a fun and quirky experience
alongside.

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Mission
Snuggle, appearing 'cool' to Generation -Y is at the foremost of importance. Generation-Y
(Young generation) is our target market.

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Marketing Plan
Market
Millennial also known as Generation Y consist of most 13-25 years old. Devices such as
mobile phones are commonplace within the demographic affluence. Generation -Y are
massively influenced by social media.
The challenge with this generation is that our organisation must be ready to act fast enough
as a response to their feedback and input . social media helps to detect their thoughts and
feelings. Speedy actions to meeting customer needs will be the core of the company/brand.
It is very essential for Snuggle to pay special attention to Generation Y in order to be
successful as an Ice-cream brand. Our company can engage them by using mobile devices
hence Generation Y represents the future of customer engagement.
Competitors Analysis
In order to have a well-balanced strategy to start a new company one should be well aware
of the competition in the market. The direct competitors will give a clear image of what
customers interested in the product are accustomed to. The indirect competitors will show us
what customers are looking for when searching for certain products. We will be looking at the
shops but also the social media that they use and what strategy the different companies use
to attract customers
Direct Competitors
Direct competitors of Snuggle are Ben and Jerry's, although the company have a much
larger market share than Snuggle the key aims of the company is correlation with the target
audience are similar. Ben and Jerry's also look to create quirky flavours and unusual stores.
“Free Cone Day” is a constant campaign which Ben and Jerry’s run weekly.
The advantage Snuggle has to this competitor is targeting a niche marketing, and therefore
creating a more personal experience to the company rather than appearing as a corporate
giant.
Other competitor includes Magnum.
Ben and Jerry's Ice cream Magnum Ice cream

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Monitoring the Competitors
In other to be successful, it is important for Snuggle to monitor their competitors website,
check out what they are doing, and not doing ,explore and analyse their competitors website,
follow their competitors on social network, check out what works well and what does not and
try to improve them, sign up to their emails and newsletter
Marketing Mix
The 7 P's
Product
Snuggle is a London based start-up UN-traditional diary ice-cream shop designed and
branded for Y Generation (Young generation).
The company creates unique techniques in order to be original and stand out against
competitors. User experience is very important for Snuggle as our shops will be fitted with
Astroturf which will give an authentic and natural fee. The experience will allow users to pick
their ice cream which will be placed into a cow shaped pot which ads originality and fun to
the user experience. Staff will be trained to talk to customers with a 'quirky personality that
will again link closely with the concept of Snuggle as a brand.
Place
Snuggle is an Ice Cream company located in London,UK. The products of Snuggle must be
available at the right place and at the right time. The location of the ice-cream parlour will
affect sales, If it is located in an easy and accessible area for the customer, this will increase
patronage. British government provides several financial schemes that offer significant tax
benefits for start - up companies.
Price
The price of Snuggle's ice cream ranges from 3-10 pounds each. Pricing of Snuggle's ice-
cream should b able to generate profit for the company
The company plans to invest on social media for its marketing campaigns, most of the
campaign will be done through social media, which are free platforms to use, many
consumers won’t know about the brand unless they pass the Snuggle’s physical store which
restricts consumers only to Soho, London. Snuggle will spend money on using the promoting
feature on Facebook and Twitter that shows the post on people’s news feeds, bring
awareness of the brand. Local newspaper and billboard advertisements will be used due to
their low expense yet high yield with consumers. Snuggle will budget around £5,000 to begin
their marketing campaign which can be extended or reduced depending on the initial public
reaction.
Promotion
The first aspect we need to focus on promotion for Snuggle is to create brand awareness. To
get the Generation Y aware of the product , we need to use social media tools such as
Facebook, twitter, Instagram, Utube and so on. Offline Communication, Viral marketing,
online partnerships and opt-in-email will play a major part in the company's promotional
activities. Promotion must be appealing, it must be able to be able to communicate what the
customer's needs and they will gain by purchasing Snuggle's Ice-Cream
As offline communications about the promotion in-store to customers will be the point at
which sales are most likely to increase. Opt-in emails are the primary purpose of the
promotion, as a start up company Snuggle needs to gain customer databases and the
competition revolves around an opt-in email scheme.

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Positioning
Snuggle ice cream will be positioned as a unique and 'cool' product for high end of the Y
generation.
Snuggle creates a competitive advantage by producing an ice cream made from soya-bean
that is suitable for all because they contain no animal produce. The concept of the company
is to sell unique flavours of ice cream to the consumer market by adding a fun and quirky
experience alongside.
Packaging
Another element in the marketing mix is the packaging. Snuggle can develop the habit of
standing back and looking at every visual element in the packaging of its products or service
through the eyes of a critical prospect. people create their first impression about a company
within the first 30 seconds of seeing some element of a company. Small improvements in
the packaging or external appearance of our product or service can often lead to completely
different reactions from our customers.
People
The final P of the marketing mix is people. Snuggle should develop the habit of thinking in
terms of the people inside and outside of the business who are responsible for every
element of your sales and marketing strategy and activities.
To be successful in business, Snuggle must develop the habit of thinking in terms of exactly
who is going to carry out each task and responsibility. In many cases, it's not possible to
move forward until a company can attract and put the right person into the right position

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SWOT ANALYSIS
This SWOT analysis analyses the strength, weakness, opportunities and threats of Snuggle.
STRENGTH
 Quality Ice cream
 Price ranged ice cream which allows
customers with different income to be
able to purchase its products
 Cool unique brand dedicated for
Generation Y
 Ice-cream made with Soya beans,
with no animal produce.
 Fun and quirky experience
 brand created by young, vibrant
generation Y group of students with
ability to understand the target
market (Generation Y)
WEAKNESSES
 Intense marketing is needed since it's
a new product in the market
 Big names such as Ben and Jerry,
magnum are presently the market
leaders in Ice-cream industries
OPPORTUNITIES
 Increase of brand recognition.
 If the company maximises it's social
media activities, they will be able to
gain interest of high number of
potential customers
 Would be able to have a larger target
market since the demographics of
young generation is large.
THREATS
 Alternative quality ice cream brand
 Cheaper ice cream brand Saturated
market.
 Snuggle brand is highly focused only
on Y generation
 Consumers might not like the idea
Goal Setting:
Create unique 'cool 'brand for Y- Generation. (Young generation
Customer Engagement boils down to customer experience
Loyalty creation Solidifying consumer experience through in-store and web
applications
Creating an informed experience
Positioning Snuggle as a leader in the ice-cream industry of younger generation.

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Business Strategy
Online Strategy
Snuggle will make use of the essential online strategies to ensure success of the web shop
in the UK. Social Media Marketing will be used and there will be special personnel hired to
manage these accounts .Snuggle will use Twitter, Facebook, Instagram, blog platforms to
interact with customers in order to strengthen the customer base to achieve repeated sales.
Snuggle will make good use of SEO to ensure that the site is visible to the potential
customers that are looking for the products when using a search engine. By optimizing the
search engine Snuggle web shop will appear higher in the search results when individual are
search for products that are related to the company.
Email marketing will also be used because the list of names and emails that you acquire are
from people who are interested in the business because they opted into the list themselves.
With this you can keep in touch with customers about all the latest updates of the business.
Snuggle will also make use of content marketing through the website like this when
customers have inquires they
will be able to find the responses on the website. By proving customers with general
information and information about the products they will be more likely to purchase from
Snuggle because they are instilling confidence in the customers.
Marketing Campaign
1. Campaign Goals:
Increase the level of online interaction from customers, existing and potential, by influencing
people to visit the social media platforms and websites which in turn will increase sales
revenue in stores. Within the first 3 months of launching the campaign we want to see a rise
of 20% at least in sales.
Branding objectives: As a start up company Snuggle need to build awareness in order to
begin the conversion strategy. The campaign aims to increase sales over a long period of
time, the short term aim of the campaign is to increase customer base and brand awareness,
the way the campaign will achieve long term sales increase is by firstly raising brand
awareness through the campaign which will in turn collect customer data which Snuggle can
use to inform customers of promotions, which will eventually lead to the influence of
customer sales.
Engagement goals & Profiling: The registration of customers to the competition will be the
assessment of audience engagement, if levels of registration are high then the campaign has
been successful for the company. An added advantage would be customer sharing as a
method of secondary viral marketing through social media sites using the hashtag
#namethepug.

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2. Campaign Targeting:
The primary target audience for the campaign is generation-Y, however as the campaign
will be launched online mostly, it could also attract a variety of other ice cream enthusiasts.
Audience motivations: the aspect of the campaign which will motivate customers to respond
is the ‘take home value’ the customers will be motivated to partake in the campaign
competition due to the availability of a prize, which -due to previous buzz created around the
product will have an added value.
3. Campaign Messages and offers
The campaign will offer a prize for an individual who can ”name the pug”: a relative mascot
for the brand. Snuggle will introduce the dog on the website and ask for suggestions from
users to give it a name. The winner will receive Snuggle merchandise and a free ice-cream
for themselves and a friend. The aim of this campaign is to involve customers in a data
collection experience, where the customer can also benefit. The customer will need to
interact with the company through social media in order to be in with a chance of winning.
Campaign “Big Idea”: The main message behind the campaign is to engage customers with
the brand. Naming the pug, which is a fun way to interact with our audience, will increase the
consumer’s perception of brand image of Snuggle, making them enquire into the brand of
Snuggle.
Unique Value Proposition: Unique Value Proposition is also known as unique selling point
(USP), this shows how our company Snuggle is different from our competitor. Identifying our
Unique value proposition will give us an insight on how to market our products effectively.
The outcome of the campaign will be customer retention and growing sign up rates through
customers responses, the chosen method compared to other channels of communication is
that online and social media are the mediums which most appeal to Generation-Y: one other
benefit is that through using a service with such a widespread customer base is that there is
a huge potential for the company to gain a secondary audience.
4. Strategy
Snuggle will launch the campaign on Instagram, twitter, facebook, blogger and the company
website, this will connect with the target market as Generation-Y are only too familiar with
social media platforms. There will be a clause in the campaign which states the customer
can only win if they connect to the company via all social media platforms: thus ensuring a
higher level of online participation adhering to the key performance indicators of the brand.
The audience will be convinced to part-take as there is a potential physical reward.
Rather than exploit the company with a shocking viral campaign in order to gain interruption
on the market, Snuggle’s strategy is to build customer relations through a fun and quirky
method of building customer relationships. Creating excitement with prizes/ giveaways will
encourage customer participation and increase brand awareness.
5. Media Mix and Budgeting:
As most of the campaign will be done through social media, which are free platforms to use,
many consumers won’t know about the brand unless they pass the Snuggle’s physical store
which restricts consumers only to Soho, London. Snuggle will spend money on using the
promoting feature on facebook and twitter that shows the post on people’s news feeds, bring
awareness of the brand. Local newspaper and billboard advertisements will be used due to

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their low expense yet high yield with consumers. Snuggle will budget around £5,000 to begin
their marketing campaign which can be extended or reduced depending on the initial public
reaction. As the campaign is an introductory campaign, the budget will not need to be
excessive as the company will rely on viral marketing and less expensive means of
promoting the brand. The company should account for the prizes which will be given to
customers as a part of the marketing budget.

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Social Media Sites
twitter: https://twitter.com/INeedaSnuggle
Blog: http://thetruestudentvoice.blogspot.nl/
Instagram: http://instagram.com/INeedaSnuggle/
Facebook: https://www.facebook.com/pages/INeedaSnuggle
Utube https://www.youtube.com/watch?v=ejXIznfP6HA

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References
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