Big Gay Ice Cream Truck and Store

Instructions
Product – Big Gay Ice Cream Truck and Store

Big Gay Ice Cream has been a NYC favorite since its launch as an ice cream truck in 2009. Growth has been consistent and controlled. In 2011, it added 2 NYC city stores in the East and West Village. In 2012, the stores were included as one of the 10 Best Ice Cream Parlors in the United States. The following year it was named the #5 Best Ice Cream Parlor in the world – and the best in the United States. Currently Big Gay Ice Cream has a local NY fan base that tracks the location of the truck within the city, as well as visiting its locations.

In 2016 they tested their truck in another market, Philadelphia, and saw equal success. Based on their history in NYC and the initial success in Philadelphia the 2 owners have secured significant Venture Capital funding to launch Trucks / Stores which will open in May 2018 in – 5 cities (Philadelphia, Washington DC, Los Angeles, Portland and San Francisco). It is critical to get people to the stores and trucks, at the beginning of Spring/Summer.

Please recommend 2 media channels that will help drive launch the brand in these new markets, achieve brand trial and win new users on a large scale basis.

Your answer should be no more than a full page in length, single-spaced.

RULES & CRITERIA

Identify a Target (25%)

Tell me why this is your target

Chose two types of media (50%)

Discuss your first media type

Why you would use it

How you would use it

Discuss your second media type

Why you would use it

How you would use it

Show how your media mix met the criteria (12.5%)

So for example if one of the media criteria was “relevant content” – you would have to say why one (or both) of the media selected is relevant to the target and product

Storytelling (12.5%)

Answers should flow like a story and not just be bullet points. They should clearly explain why and how you are selecting media (strategy) and how you are using it (tactics).

Answers should illustrate how a target moves along the path to purchase – how they become aware, gain interest in the product and finally purchase

Rules:

Do NOT worry about budget – this is a strategic question.

Be clear to communicate the role of each medium

This is where you need to provide a rationale for why the media is included

Be specific in your tactics – how the media is used for targeting, unit length, etc

Media Choices are listed below (Note, local and national of the same medium does not qualify as different media).

TV/Cable

Radio

Digital

One-to-One (Direct Mail/E-Mail/CRM)

Search

Social

Magazines

Newspapers

OOH

Instructions
Product – Auto Marketing Group

In the automotive world, the factory is responsible for the national advertising, promotion and integrated marketing communications (IMC). However, in each DMA the dealers often form their own marketing associations or groups that plan and implement supplemental marketing and advertising programs focused on value and low prices.

In many DMAs, the factory and dealer association communications programs are not well coordinated. The dealers prefer hard-hitting retail advertising, while the factory attempts to raise top of mind awareness and build a favorable brand image.

In one major market, Atlanta, GA, total car and truck sales are about 1,000,000 units annually, 40% cars and 60% trucks, mostly SUVs and pickups. Market share is 10% in the DMA and declining about 5% per year.

During normal market conditions, the retail automotive market is flat throughout the year with spikes occurring as a result of promotions and new incentives. The recession adversely affected dealers and retail sales. By mapping the DMA, it is possible to identify the buy rates and sales changes for different types of vehicles by zip code.

Research has found that men and women are about equal in purchase influence although that varies with vehicle category/type. Research has also found that despite major product improvements, consumers still perceive the Auto Brand’s quality, reliability and durability to be lower than it is. Consumers hate going to dealerships to shop for vehicles; in focus groups, they often remark that they would rather go to the dentist for a root canal than go to an auto dealership! Women and minorities believe they are ignored inside the dealership.

Based on 100,000 unit sales, the dealer group voted to spend $150 per unit in advertising, which generates a $15 million budget for the market.

Define the dealer group’s marketing problems and opportunities for increasing sales. Draft advice for the marketing association’s Board of Directors about how to spend their $15 million to achieve the desired return to sales growth.

Your answer should be no more than a full page in length, single-spaced.

RULES & CRITERIA

Defining the marketing problems and opportunities (30%)

Media Spend Advice (50%)

Discuss your recommended media selections and how to address the marketing problems

Storytelling (20%)

Rules:

Be clear to communicate the role of each medium in your advice

Be specific in your tactics – how the media is used for targeting, unit length, etc.

Media Choices are listed below (Note, local and national of the same medium does not qualify as different media).

TV/Cable

Radio

Digital

One-to-One (Direct Mail/E-Mail/CRM)

Search

Social

Magazines

Newspapers

Promotional Print / Couponing

OOH

As you can see there are two cases I attach above. Noted!!! Only do the story telling part (one paragraph for each case).