SWEET DREAMZ CREAMERY
Background
Sweet Dreamz Creamery, LLC (SDC) is a Detroit-based family-run business that serves all-natural, vegan, and non-dairy ice cream pops to the Metro Detroit area. “Made with love” in owner Carla Quarm’s kitchen, SDC offered two main products — Dream Popz and the alcohol-infused Lushez, with flavors ranging from Cotton Candy and Mango Delight to Bailey’s Cookies & Cream and Peach Moscato. SDC generated revenue mainly through catered events such as weddings, parties, and corporate events; however, Carla decided it was time to switch gears and grow SDC on a larger scale. Carla came to me through the Detroit Neighborhood Entrepreneurs Project (DNEP) hoping to revamp her marketing strategy. As a result, my MKT 407: Designing Persuasive Communication students and I worked with Carla to accomplish her goal of developing partnerships with local specialty grocers and competing with larger brands while continuing to share her passion for healthy yet delicious frozen treats with Detroit pride.
Research
Industry
The non-dairy, vegan, and all-natural ice cream category, although niche, had become very competitive in recent years. There were many national competitors with strong market presence such as Halo Top. SDC had very low brand awareness in comparison.
Competitors
The rise of Pinterest and D.I.Y. as well as the volatility and rising costs of ingredients proved to be external threats to the industry.
“Dream Pops” was the name of a better-known up-and-coming competitor who had just partnered with Starbucks to distribute products in its stores nationwide.
Consumers
Although “vegan” was associated with being healthy, people didn’t consider it “luxurious” or “delicious.”
Company Analysis
Strengths
Alcohol-infused product line
High-quality and innovative plant-based ingredients emulate the traditional ice cream experience
Community-oriented mission
Weaknesses
Bland packaging
Weak social media consistency and presentation
Low brand awareness, recognition, and SEO
Opportunities
Date sugar preference is increasing
Detroit’s millennial population continues to grow
Detroit and Ann Arbor were nationally ranked for vegan consumption
Threats
Rising costs of ingredients
Existing competitors with larger market shares
D.I.Y. and Pinterest
Customer Segments & Personas
Adventurous Abby
SDC provides a unique alcohol experience for professional millennial women through its product Lushez. The simple, all-natural ingredients and fun flavors of Lushez allow women like Adventurous Abby to maintain a healthy and social lifestyle.
Do-It-All Deborah
SDC is a high-quality ice cream brand whose product, Dream Popz, is safe and enjoyable for all children — even those with dietary restrictions. The all-natural non-dairy ingredients of Dream Popz allow health-conscious mothers like Do-It-All Deborah to treat their dietary restrictive children without sacrificing the creamy texture or delicious taste of the traditional ice cream experience.
Empty-Nester Esther
SDC provides a relaxing luxury alcohol experience that differs from the usual fare of wine or fruity drinks while providing comparable levels of alcohol content. Luxurious flavors such as Tequila Sunrise and Cherry Wine allow older women with disposable income to treat themselves in a way that is both familiar and innovative.
Grocery Gary
SDC is a high-quality local brand whose several unique offerings — Lushez and Dream Popz — will help specialty grocery store owners like Grocery Gary attract new customers and stand out from their local competitors.
Marketing Strategies
Psychographic Positioning
Strategy
Multiple Segment
Strategy
Product Differentiation
Strategy
Positioning Statement
Sweet Dreamz Creamery is a premium all-natural vegan ice cream pop company that provides a one-of-a-kind ice cream experience to health-conscious women as well as those with dietary restrictions, due to its creamy texture, indulgent flavors, and alcohol-infused offerings.
Integrated Marketing Communications Message
Recommendations
Student-Made Material
As part of the agreement between the MKT 407: Designing Persuasive Communication clients and I, the client is entitled to full ownership of the creative materials from the winning team of his/her choosing. Every client’s portfolio of student-made material includes two business presentations and papers, IMC message, promotional strategy, detailed budget, media timeline, and the specific deliverables tailored to each client.
The UpDog Advertising team created a variety of materials, including a social media guide with 50+ social media posts and captions, an email marketing template, a press release template, a newsletter template, and a comprehensive media calendar. Additionally, UpDog Advertising created a new company logo, new product branding and packaging, and a promotional campaign kick-off video, featured below.
