4. JP Licks
Bos t on c om pan y wi t h pas s i on f or t h e c om m u n i t y
Have they been
successful in
maintaining brand
image?
Should they open new
locations or make a new
revenue stream?
How would they keep
their local feel?
5. OUR TEAM
Breakdown of Responsibility
Wu
Boylston Location
Exit Polls
Management
Interview
Market Analysis
Ena
Boylston Location
Exit Polls
Management
Interview
Market Analysis
Mike
Coolidge Corner
Location
Management
Interview
Data Analysis
Christy
Survey &
Questionnaire
Formation
Brand Research
8. Customer exit poll surveys
10 questions + demographic
Quantitative
Method: Exit Poll
Completion time < 5 minutes
INSERT EXAMPLE FROM SURVEY HERE
9. Would You buy JP Licks in Stores?
42 13 1 56
YES NO MAYBE TOTAL
75%
EXIT POLL RESULTS
10. Are you a JP Licks Cow Card Member?
13 42 1 56
YES NO MAYBE TOTAL
23%
EXIT POLL RESULTS
11. Most Important Part of JP Licks Brand to You
9 17 27 3
Commitment
to Community
Convenient
Location
Range of
Products
Availability
Cow Card
Rewards
Program
Commitment to community not as important as we thought
EXIT POLL RESULTS
12. How did you initially hear about JP Licks?
26 24 0 1
I live near a
location
Friends or
Colleagues
Social Media I attended an
event
Social Media is not attracting new visitors, only recurring ones
5
Others
EXIT POLL RESULTS
13. Only one customer said he
comes more than once a week
46% of respondents indicated they
would purchase JP Licks products more
often if there was a location closer to them
Location Insights
Labeled average spend at less
than $5, meaning the main
product of purchase is coffee
All 6respondents who consider themselves
“outside of the Greater Boston area” said they
would purchase more often
Customer Insights
14. Lots of
Freedom
85%
Ice Cream
Rush Hour
Depends on
Location
High
Repeat
Purchase
9pm
To
Midnight
Varying in
Age &
Demographics
Multiple
Location
• 2 management interviews
• Strikingly similar responses
Management Insights
15. Management Insights
Primary
Differentiators
Service &
high quality
ingredients
Marketing
Strategy
Make customer
happy and deliver
premium ice
cream and service
Location
Expansion
JP Licks plans to
add more locations
in the Greater
Boston area
Retail
Location
Placing products
into retail locations
has been given
some thought
16. Conclusion
SHOULD
Place product in
greater Boston
area
supermarkets
SHOULD
NOT
No conclusive
evidence to
support
opening any
more new
branches
outside
Greater
Boston Area
Revisiting the Thesis
17. Massachusetts is 26-50%
above the national
average, 4th top
consuming state
Potential to take
advantage of
increasing “local” and
“organic” trend
90% of households in the
U.S. regularly buy frozen
goods and ice cream
4th Top State
Local & Organic
26 Liters
90% Households
The U.S. is the top consumer
of ice cream in the world,
with each person consuming
26 liters of ice cream per
year
Retail Market Opportunity
18. Under Perfect Conditions
1 2 3
Much More Responses
Observe key differences
between most senior
managers and newest
managers
Collect more polls of
consumers from outside
Greater Boston
Equal amounts of
responses from all locations,
and at different times of the
day
Interview All Managers More Polls from Non-Locals
JP Licks is a Boston based company with a passion for the community.
Have they been successful in maintaining their brand image?
Should they expand even further, either by opening new locations or
creating a new revenue stream?
If they were to expand, how would they keep their ‘local’ feel?
Qualitative: Managerial interviews
Nick has worked at Boylston Location for 6 weeks, Somerville previously
Kerri has worked at Coolidge Corner for 2 months, Newton Center previously (2.5 years)
Method:
2 people per manager
1 person- asking questions
1 person- writing down answers and any extra notes about interview
Completion time: 15 minutes
Customer exit poll surveys
10 questions + demographics
Method:
Find customers sitting and ask to take survey
When completed return to us or wait for us to come to you
Completion time: < 5 minutes
75% of customers currently eating JP Licks ice cream would buy it in stores
Cow Card Rewards Program is rather ineffective
Commitment to community not as important as we thought
Shows that social media is not attracting new visitors, only recurring ones
Other Key Findings
46% of respondents indicated they would purchase JP Licks products more often if there was a location closer to them
All 6 respondents who consider themselves “outside of the Greater Boston area” said they would purchase more often
Only one customer said he comes more than once a week
Labeled average spend at less than $5, meaning the main product of purchase is coffee
Both managers had experience at multiple locations
The managers are given lots of freedom in running the store
Ice cream sales are about 85% of sales at each location
Rush hours depend on location and other businesses in area
Coolidge Corner, based on theater and dinner rushes
Usually 9pm - Midnight
High amount of regulars, varying in age and demographics
Primary differentiators: service and high quality ingredients (local, kosher)
Marketing strategy from manager perspective: focus on making the customer happy each day and delivering premium ice cream and service.
The advertising will come from WOM and/or CSR-related activities.
JP Licks plans to add more locations in the Greater Boston area
Placing products into retail locations has been given some thought (upper management)
Should not open new locations
No conclusive evidence to support opening any more new branches outside Greater Boston Area
Should place products in Greater Boston Area supermarkets
The U.S. is the top consumer of ice cream in the world, with each person consuming 26 liters of ice cream per year
Massachusetts is 26-50% above the national average, 4th top consuming state
90% of households in the U.S. regularly buy frozen goods and ice cream
Potential to take advantage of increasing “local” and “organic” trend
Get a lot more exit poll responses
Equal amounts of responses from all locations, and at different times of the day
Interview managers from each location
Observe key differences between most senior managers and newest managers
Collect more polls of consumers from outside Greater Boston
Eventually, JP Licks may want to expand outside of Boston
