2. I. Introduction and Background
II. Desired Outcomes
III. Proposed Strategy & Explanation of Strategy
IV. Pros & Cons
V. Customer Equity Components
agenda
3. ● Founded on June 12, 2012
● CEO Justin Woolverton
● Woolverton had a
hypoglycemic diet
restrictions
background
7. Segmentation
● Health-conscious dessert lovers in Los Angeles
Targeting
● Young fit women
Positioning
● Uniting aesthetic and fitness to offer the most trendy
ice cream store in LA
marketing opportunity
18. photo campaign
Take a photo of your Halo Top
creation and post it with the hashtag
#halotopwestfield or
#halotoptopanga for your chance to
get featured on our Instagram as
our fan of the month!
19. Halo Top mobile
that’s us!
The app
● Loyalty program
○ Earn points with every visit
● Create your own Halo Top flavor!
○ The winner will have their
flavor featured in store for a
month… or longer!
20. pros & cons
Pros
● Word-of-mouth
marketing
● Capitalizing on niche
market
● More active engagement
Cons
● Narrower audience
● Less control over
narrative
21. ● Value is an experience
○ Services are used as a stage to engage individuals
■ Where goods are tangible and services are
intangible, experiences are memorable
■ Experience often involve all sense and the
individual itself
customer equity
23. ● Customer development
○ Increasing the amount or frequency of purchases
from current products
■ Rewards
■ Discount when posting picture
customer equity
24. ● Customer Retention
○ Within loyalty program
● Real Loyalty
○ People take pleasure in sharing knowledge with
friends and family
○ Commitment
■ Fun, healthy, lifestyle
customer equity
