Gelabio. #TasteTheHealthy. STP Analysis

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1 Gelabio by Di Muzio Valeria ~ Healthy and tasty? Why give up your pleasure for your health when you can have both? At Gelabio you can enjoy a delicious, Italian gelato made with the fresh, natural ingredients. ~ #TasteTheHealthy STP Analysis Geographic Big cities, not with a too hot climate, US Demographic yo Middle-high income Single/Newly married University student, young worker Psychographic Middle to high social class Health nuts, care about health and calories consumed Likes sports, fitness Likes alternative diets/yoga/aerobics Outgoing, curious, adventurous Has a wide social circle Behavioural Quick stop during shopping trips Social events After meals dessert

2 Take away for dinner Primary Target: yo, outgoing university students who are interested in trying new things Secondary Target: yo, young workers who care about being fit, curious Location Minneapolis Area (Minnesota), close to Mall of America. Why? Shoppers will have a chance to stop by Gelabio, and rest while eating a gelato. The Mall of America is the biggest mall in the US. Furthermore, the Minneapolis Area is in continuous economic expansion, and attracts potential customers from St. Paul as well (Twin Cities). Finally, it s the healthiest city in the US, according to Forbes 2016.

3 Product Cone Cup Cookie Brioche Waffle Take away Tray Customers can choose in between 5 different bases for the gelato. For the gelato flavours, Gelatobio will have: Chocolate, White Chocolate, Vanilla, Cookie Dough, Coffee, Cream + 5 Seasonal Fruit Flavours (to guarantee freshness of products) + 1 Month Flavour (at random, might be experimental, ie. Orange+Carrots) Customers can add toppings to their gelato in the self-service area. Toppings include: M&Ms, Fresh Fruit, Chocolate Chips, Oreos, Various Syrups, Mint Leaves, Whipped Cream, etc. Customers can also add with a spoon (especially in winter): Hot chocolate Hot Mixed Berries Jam Cappuccino

4 For the health-driven customers, an especially designed QR code on the receipt will contain information about # of calories, ingredients, nutrients, vitamins of the chosen gelato. The QR code can be scanned through a specific section on Gelabio s website, and customers can choose to share their gelato combination on the Facebook page as well through it. Competitors There are two major direct competitors in the area, Fat Lorenzo s, which focuses on the Italian value of the food more than anything else, also sells pizzas and pasta. Paciugo Gelato and Caffè is in the Mall of America but its main focus is different, strange flavours, rather than making a healthy gelato, also sells ice-cream and sorbets. There are indirect competitors like Sonny s Ice Cream and Sebastian s Joe, but they only focus on ice-creams, frozen shakes, and ice coffees, and look more like coffeehouses than a gelato shop. Pricing Because of the expected initial aggressiveness from Paciugo Gelato and Caffè, price of gelato has to be in an affordable range, in between 3 and 7$ depending on the base and the quantity of the topping chosen. Place At least in the beginning we should consider a strategic partnership with Bars Bakery in St. Paul, which will attract customers from the Twin City as well as provide greater financial support against Paciugo Gelato and Caffè. Moreover, Bars Bakery only uses fresh, local, and biological ingredients, so it has similar values to Gelabio. Promotion One month prior to the opening we can start a Facebook, Instagram and Twitter campaign with the hashtags #TasteTheHealthy and #Gelabio, with snaps of the production process, highlighting the health factor in Gelabio s gelato, to raise awareness. Already existing articles on traditional, Italian gelato in particular and its advantages to health should be summed up and shared. Day of opening, 7/4/2017, special celebration for Independence s Day: bring a friend to Gelabio and get a free gelato. #ShareTheHealthy Once a month conduct online polls to revise existing flavours/toppings. Customers can always get free samples of flavours.

5 #WinterHealthy to be launched in October, to promote consumption of gelato during winter. Educate people to benefits of gelato in winter (raises body s temperature), organize small instore events (ie. Xmas@Gelabio) to attract customers, and offer a warm (20 degrees Celsius) environment to relax in. Provide blankets for extra heat. Special flavours will be added during this time. Physical Environment Free Wifi Easy access for the disabled Special chairs for children Open 9 am-11 pm (summer) 9 am-7 pm (winter, except special events)