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As a fresh opening company in ice cream industry, how can we develop our business and improve performance quickly? In general, we need to know which facts influence our sales figures, which group of people we are selling to, and what methods we can apply to grow our business.
The quality of products is the foundation of our business. Our products should be delicious, raw materials, healthy without adding preservatives. In the old age of material shortage, people were in pursuit food of high-sugar high-fat. As casual snacks, ice cream must follow people’s likes. The sugar content inside ice cream was always too high to cater for the public taste. However, with the rapid development of economy, people have changed to pursuit more healthy and higher quality of life. We should provide more healthy products based on scientific and reasonable research. Meanwhile, our products must focus on innovation in flavor, appearance, even packaging constantly. People who appreciate the good things in life are easy to be attracted by special flavor or new look, and easily tired of ordinary taste or normal package. Even if it is just for curiosity or fun, people always hope to try some special funny things and they can post their impressive experience on the Facebook to get the credits.
Our company have strict production quality control procedures, powerful scientific and technology development team, modern, warm designed stores, and well-trained staffs. These efforts are to get high-quality products and provide better experience for our customers. High costs must lead to high sales prices. Certainly, our products should target high-end customers, such as modern sweet couples, single business people or fashionable parents with children. As a high-end location dessert, our small or medium products should set price between $10 and $20. We also can provide large component products, such as ice cream birthday cake, hotpot or desserts for big parties, which price between $30 and $100.
In order to reduce costs and increase efficiency, forming strategic partnerships is always the best way to attain our goal. Strategic partnership is a long-term and strategic cooperative development relationship based on trust and sharing of competitive advantages among partners. How to find and confirm the companies we can trust is not easy. It takes time to familiar with people and companies. We can start with companies with good reputation and stable performance.
Selling ice cream is not only selling the fantastic flavor but also selling the feelings of happiness. Ice cream, as a popular dessert, can combine taste enjoyment with romantic feelings very well. We should try to give ice cream more emotional factors by some romantic stories, so that customers can gain emotional satisfaction. While waiting for the desserts, customers can read small love or touching stories, they can talk about it and have a deep impression. Social media may also have played a more and more important role in recent times. People would like to spend a lot of time on browsing Facebook, Instagram or Twitter. We should encourage our customers to post their articles on their social media about our products by collecting their composition or getting bonus points to expand influence and raise the value of our brand. Off-season market selling can be another growth point in company’s performance as long as we can change our thinking mode.
How to grasp the customers’ psychology and give them a reason for consuming is the key. By innovating our products, we can make ice cream be suitable for sale in winter, such as ice cream hotpot. Especially to those young people, they still can regard ice cream as winter food and think so-called the colder the more exciting.
In the age of the Internet, the quickest way to grow business and increase performance is by building online sales channel. Maybe it used to be a secondary way to sell, and now it becomes much more powerful and contributes more sales performance. In the past, for the ice cream market, ice cream e-commerce can hardly imagine since the storage and cold chain is not ready enough. With the rise of the cold chain technology, it is possible for the customers to order online and just need to sit at home and wait for the products to come.
From the long-term strategic arrangement, if we want to build a much bigger company and expand the brand influence in the future, we need to consider a franchise model. After all, enhancing the brand image and improving the brand value should be the business strategy in the true sense. Maybe franchising our company is relatively difficult and complex, and we need put more energy and time to screen and train the suitable objects. Our advantage is that we can, just by exercising centralized control, not only make reasonable profits, but also no need to involve high capital risks, let alone take into account the daily trifles.
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