Análisis DOFA

25% service focus 15% ice-cream lover 60% 3.2) STP Analysis 3.2.1 Market Segmentation

Dots ’n Cream’s market segmentation is separated customer segment into three niche groups; each group is classified according to their consuming behavioral. As our market segmentation can help us generate better understanding of customer expectations and marketing conditions. Our three market segmentations are identified below:

Our first group is the ice-cream lover; this group is seeking for new type and new taste of ice cream to fulfill their wants. The second group is the general customer who loves dessert. The last group is the group of people that are interested in experiencing excellent services and good ice cream parlor’s style, warmth and comfort atmosphere. The following figure shows the comparing number of each group.

3.2.2 Target Analysis

As ice-cream parlor is the fast growing business that the products can be sold throughout the year. Therefore, require more specialize marketing strategies to differentiate our business from the competitors. Therefore, Dots ’n Cream offers new package and style of the product to response to customer needs. Our business targets the two particular groups, which are the teenagers and the families. The characteristic of teenagers are more likely to attract as they love challenging and want to kind something new. The characteristic of families are that they love going as a group, enjoying and having good time together, so they purchase at greater amount.

3.2.3 Position Analysis

Dots ’n Cream position its business by creating good corporate image, building awareness of the business existence including products and services into targeted customers’ minds. With the new developed product package at a first place in Thailand, will faster encouraging the customer’s perception toward the business. In addition, our well-trained employees those who are ready to serve you an excellent service with warmness, friendliness, courtesy, and service mind, as customers can be ensured with. Moreover, the business opens and is always appreciate for any reviews, comments, or feedbacks from the customers as every feedback will be use as an inspiration for business improvement and better response to customer needs and wants.

3.3) Marketing Mix Strategy

3.3.1 Product strategy

Branding Strategy, we had set up a name of our brand in English language because it looks internationally and relates with our product. “Dots ’n Cream” is the name of our company. It looks lovely and easy to remember. We also created a logo in order to making the identity into our brand. Our logo has used the graphic with the lovely design in order to promote our brand and attract the customer in the target group of child and teenager in Chiang Rai.

Dots ’n Cream Logo

• Products and services strategy

Dots ’n Cream is brand which is including many quality ice-creams with good services that can be satisfy customers needs. Due to they have the different preference, so customers can selected our products according to they wanted and

they also derived the good services that we provided to them. Therefore, our company has professional employees that our company had trained them better.

• Products

- Ice cream dots • Services

- Take order and serve

• Reliability and confidence

Dots ’n Cream can create reliability and confidence to customers very well, because we has create the image of our brand to be well know among Chiang Rai people with the standard brand. We have responses the customers need and also make them satisfy after they have consumed our product.

3.3.2 Price Strategy

Dots ’n Cream is focusing on Cost-Based Pricing strategy because the cost of production of our ice-cream is high values which are cost of raw material, cost of labor, cost of equipment and etc. Thus, we need concern about the prices by comparing with the cost of production. However, we will offer the ice-cream with the quality and quantity which suitable with the prices and also provide the professional services to the customer as well as the our high quality ice-cream to the customers

3.3.3 Place Strategy

We focus on Pull strategy by using advertisements and sale promotions to attract more customers because the decision of the customer in buying ice-cream might depend on quality of product are suitable with its prices. They always choose

the best product they require, so we should to determine the variety of our ice-cream product with the good images in order to pull the customer into our ice-cream parlor. When the customers come to our ice-cream parlor already then they can choose the products and services in order to responses their needs fully.

However, location of Dots ’n Cream is locating in Central Shopping Mall on Phaholyothin Road, Tambon Tasud, Mueang District, Chiang Rai.

3.3.4 Promotion Strategy The promotion tools as follows: • Advertising

- Informative advertising in order to introducing our ice-cream parlor by using the brochures, billboards and radio to promote our brand to be well-known among Chiang Rai residents.

- Persuade advertising in order to present the quality of products and services. • Sale promotion

Sale Promotion of our ice-cream parlor is focusing on theme service which changed and decorated theme of parlor according to the seasons through the year such as Valentine’s Day, Halloween, Christmas and Vintage Theme. Moreover, we also offer the special discounts for the customers who has visited and purchased our ice-cream.

Dots'n Cream's 1st target