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Feel well social media approach

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Feel well social media approach

  1. 1. Social Media Marketing Approach 2010 Natalie Schlegel | Maximilian Busch | Tobias Isenberg | Berna Kaya | Johannes Stett
  2. 2. − History − Objectives − SWOT analysis − Strategical basic points − Idea − 4 pillars of social media − ACCESS model − Social media implementation plan Table of contents
  3. 3. − Founded in 1925, Cologne, Germany − Owners name: Christoph Nebbet − Christoph Nebbet was the only son of a cow farmer − While he finished his “high school degree” he helped his father at work − His first sale of ice cream was 1924 and he was successful with it History
  4. 4. History - The reason of his success was based on experimenting with different ingredients and flavors - After the second world war he founded the FeelWell GmbH - After the foundation the volume of sales raised until the mid 80´s - Between 1986 and 1995 the volume of sales fluctuates - After 1995 the sales decreased until now
  5. 5. Objectives 65% of market awareness in the following five years rise in sales to $12 Mrd in the following five years
  6. 6. Internal analysis Weaknesses: - Not enough know-how in the company for new market approach - low marketing activities - low market share - low market awareness - Product quality - High production potencial, economies of scale - flexible production facilities - our staff is open minded and open to new ideas Strenghs:
  7. 7. Enviromental analysis Threats: - situated in an saturated high price market - customers may not accept new flavors - not well served market segment consists of young, well situated people - competitors have not significant product differentiantion Opportunities:
  8. 8. Strenghts Weaknesses ThreatsOpportunities - saturated high price market - customers may not accept new products - not well served new market - competitors product differentiantion - Product quality - economies of scale - flexible production facilities - open minded staff - not enought know-how - low marketing activities - low market share - low Market awareness
  9. 9. - New markets - affordable prices - New innovative tastes - Social Media Marekting - Make use of new Marketing Tools - Use the flexibility of Production - Train staff in social media marketing Strenghts Weaknesses Threats Opportunities
  10. 10. Strategical basic points Results of the SWOT-analysis are: - FeelWell inc. has to get rid of its old fashioned image. There is a potential of new customers between 14 and 49 which can be reached with new fancy ice cream tastes - Certain social media campaigns have to be created to reach this group
  11. 11. Strategical basic points Results of the SWOT-analysis are: - Frist steps will be to create a new Corporate Identity and a new image - FeelWell has the ability to produce every taste of ice cream due to its flexible production facility. - Social Media Tools are suitable for a fast and efficient market approach to get an edge on our competitors
  12. 12. Idea There are three new ideas, that should help us, to sell more ice cream: - Energy - White Chocolate Caramel Macadamia Nut Cheesecake - Wild Blueberry White Chocolate - Carrot Cake - Peppermint-Blueberry - Appletini - Pizza (pineapple, strawberry, cranberry, apples, grapes, pecans…) - Tabasco (also in combination with chocolate)
  13. 13. Idea - The next one is, to create a very healthy ice cream. The ice should be made without any harmful substances. - The third idea is to sell the ice cream in specially packaging. The ice should no longer be sold in big boxes but instead in small packaging. - Also the layout of the packing should help us to adress the product to the different target groups.
  14. 14. Four pillars of social media Research research when, how, why and where target group interacts Strategy interacting with customers via social networks. Make the brand interessting and look fancy to the target group Engagement photo contests, video contests, keep people talking about FeelWell Measurement count followers, measure reactions, count mentions to improve the appearance ?
  15. 15. Audience: 14-49 old trend conscious people who like to try something new in an upper price segment Concept: Create normal and different new organic ice-cream flavors Competition: Ben & Jerry’s, Mövenpick / Langnese, Haägen-Dazs The ACCESS Model
  16. 16. Execution: see twitter, facebook, youtube, survey monkey Social Media: twitter, facebook, youtube, survey monkey Sales Viability: creating a variety of new icecream flavors The ACCESS Model
  17. 17. Increase awareness among customers and prospects. Fanpage for informing and interacting with the customers (via tutorials, wall, fotos) Communicate and collaborate! Short infos regarding updates, upgrates, events, etc. Communicate, educate, and entertain! Several tutorial and image videos Show where I am! Extra deals at our shops, „buy one, get one free“, „get for 10 check-ins 1 ice-cream for free“ Social media implementation
  18. 18. ExecutionSocial media
  19. 19. Month Tool Strategic Purpose Engagement Outcomes 1 Establish a FeelWell persona within a social networking environment. We would like to increase the communication and collaboration with our target customers. 2 Package and promote expertise and content with a FeelWeel YouTube Channel. --> We would like to show our advertising movies, give directions and future prospects. We would like to communicate, educate, and entertain our customers. They should get the opportunity to experience as an unique product with the help of videos. 3 We would like to build an external community through microblogging  News We would like to communicate, collaborate and give our customers and everybody who is interested in FeelWell the opportunity to be updated 4 We would like to register all our shops in foursquare, that every consumer is allowed to check-in We would like to communicate and offer ordinary specials to our foursquare members. 5 We would like to establish a customer advisory panel utilizing online surveys -> Feedback We would like to communicate and collaborate as well as give our customers the opportunity to give us their opinion. A Feedback is very important for further implementations. Social media
  20. 20. Thank you for your attention !

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