Assignment 3-Guerrilla marketing strategy with social media

1. ABIER FARAJ ALNAIER ABUD
20157124
DEPARTMENT OF MARKETING
ASSIGNMENT 3: GUERRILLA MARKETING STRATEGY
WITH SOCIAL MEDIA

2. CREAMY INN
The product
Ice creams are the
Main product of the
Business. However
CREAMY INN will offer the following
Cupcakes
Chocolates
Chocolate milk
Milk shakes

3. The Market
The business is going to target staff and student at Near East University and Near East
College. The business will also cater for trespassers.
Promotion Objectives
The objectives of promotions to be done is to create value of the product. When value is
created, customer will become loyal to the brand “Creamy Inn”. As a result of this, the
business has the goal of expanding to the Lefkosa city center.
Current promotional strategy
special packages like combination of choc-bars
cons, lolly offered less than the retail price.

4. Offering a special promotion like, buy one
get
one free
Free cone day! We will be giving away
small cones for
cone for free . This event will be held
twice a year.
Put a bill board on the entrance gate
such that
that everyone coming in and out will see

5. Point-of-purchase. This guerilla advertising leaves
passer-by amused as they take a second look at the
caution sign.
We will create a facebook page, twitter, instagram
and we will have a whatsapp number.

6. More on social media platforms:
 We will create an account on the social media platforms with
the name “Creamy Inn-Cyprus”
 The launch of the business will be captured on video and
pictures and posted on facebook for people to like and follow.
 Special promotions will also be announced on all social media
platforms.
 We will provide a platform to our customer to provide feedback
on facebook, twitter, instagram.
 Customer can make inquiries through our whatsapp platform.
 Orders can be made through the phone.

7. Timing of promotional activities
Pre-launch activation: promotion of the product launch around the university will be done where
fliers will be distributed. These fliers will notify customers of the date when the shop is to be
opened.
Promotional activities will start just before summer because we plan to open the business in
summer
Promotional Tools
• Advertisement
has an objective of repeatedly reminding the customers about our products.
• Personal Selling
the business will deliver one sales person with a trolley to move around the campus selling
some of the products to the customer.
• Publicity
the management is going to take some necessary steps to increase publicity.
• Commission/Discount to distributors and retailers.
We will sell our products to retailers through some established discount basis.

8. Market Segmentation
The market is going to be segmented Demographically. Staff member will
have a special treat, where the sales rep will deliver any product in their
offices upon their request. A small incremental price will be added on any
product sold to them.
SWOT Analysis
Strengths
•Product activities & quality control
measures will be supervised by Mgt
•Varieties of products
•Recent equipment and technology
Weaknesses
•Sales decrease in winter and rainy
seasons
•Need for experienced manager to help
growth
Opportunities
•Demand of ice cream is very high
and it is growing
•Cheap labour costs
•New market can be explored outside
the university campus.
Threats
•Uncontrollable situations like bad
weather, irregular power, political
violence
•High costs involvement for providing
freeze to the retailer.
•Competition with other giant brands

9. Pricing Strategy
Pricing objective
The pricing objective of the business is to survive in the market and get maximum profit
Pricing method
 Comparing with other businesses for the same products, we will keep the price
same.
 For unique products of the company, we will try to get higher profits
 In pricing the product, Creamy Inn will follow cost-plus method. First, we will
determine the cost associated with the product then adds up a standard mark-up,
which will be 25% to 30% of the cost.
Buying decision making process
 Management will establish a strong supplier relationship with more than 1 supplier in
Turkey for sourcing raw material for ice creams, cakes, lollies. Fresh milk will be
sourced from a local company, Koop.
 The management will liaise with supplier to open a 30-day account. This means the
business will be supplied with raw material and can pay in 30 days time.
 Suppliers should follow an ethical code of conduct. The business shall not buy from
companies who do not have an ethical practise.

10. The purchasing process
1. When the raw material reach the buffer level, the production supervisor will request
for more stock on stock requisition form.
2. The manager will prepare a purchase order that is sent to the supplier. When the
goods are received from the supplier in their right quantities,
3. The manager prepares a goods received voucher, one copy is sent to the supplier
and one copy is attached to the supplier’s invoice. This invoice will await for payment
after 30 days.
Communication with the supplier will be done through the phone, e-mails and fax.

11. THANK YOU!!