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Logan’s Licks

Logan’s Licks. Market Research. Logan’s Licks . Located on the Intersection of 180 and East Gale Street in Williamsfield, IL. High amount of traffic, easy to find Hours: 2:00-10:00 Monday-Friday 12:00-12:00 Saturday-Sunday ONLY open in the summer months

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Logan’s Licks

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  1. Logan’s Licks Market Research

  2. Logan’s Licks • Located on the Intersection of 180 and East Gale Street in Williamsfield, IL. • High amount of traffic, easy to find • Hours: 2:00-10:00 Monday-Friday 12:00-12:00 Saturday-Sunday • ONLY open in the summer months • Number of Employees: 8 at each business location • Menu: On website

  3. Target Market • Demographic: targeting all demographics, all ages, all religions, all nationalities. • Psychographic: people that want entertainment, after church, loyal customers, like to treat themselves • Geographic: targeting a small town and surrounding areas (Williamsfield) • Eventually expanding • Behavioral: targeting ice cream lovers, can purchase ice cream specialties for occasions, or people that want the benefit of a good treat

  4. Decision Making Process: people will have heard of the “new” ice cream parlor and will give it a try. When they try it, they well become brand loyal, and because it will be the only place in town, it WILLbe successful. • Brought in by the “new customer deal” • Competition: virtually none, • Ladd’s food mart • B’s Drive in • Brimfield • Schwan

  5. Buying motive • Emotional – someone had a bad day or wanted to please a family member • Patronage – in years to come, people will buy for a patronage motive

  6. Marketing Mix • Product Mix: Start off with a mid-depth and mid-width product lineup and expand accordingly • Branding: as the only local ice cream parlor in Williamsfield, it will develop a brand name quickly • Packaging: All ice cream cones and waffles will have the “Logan’s Licks” logo with a paper wrap

  7. Market Research • Around the U.S and Illinois, disposable personal income is increasing • Successful Business in Brimfield (a similar sized town) and Farmington, a bigger town.

  8. Pricing • Prices are based on an average of multiple small-chain ice cream shops around the U.S • Psychological pricing will be used

  9. Promotion • Objectives – for everyone within 25 miles to know what Logan's Licks is and remember a certain flavor that they liked best • Promotional Mix- mainly advertising via posters, word of mouth, and eventually a local tv commercial, and sales promotion by giving out samples at local events (fairs, carnivals, sports)

  10. Business feasibility – • On word document • 50-75 thousand • Buy an existing lot, with a new building • Get a loan from a bank, • Possibly add or remove flavors after 6 months, downsize, or get more money

  11. What makes us different • Logan’s Licks is the hometown shop that will provide local customers with friendly service, and unforgettable ice cream, employees will remember names of all of the customers which will give Logan’s Licks the nostalgic feel unlike any other business. • We take in suggestions on service, flavors, management, and even store policy from customers • Facebook

  12. Resources • http://www.economagic.com/em-cgi/data.exe/beapi/a17500 • http://www.dreamcones.com/ice-cream-business-success-factors/ • Themarketingteacher.com

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