1. Social Media Marketing Approach 2010
Natalie Schlegel | Maximilian Busch | Tobias Isenberg | Berna Kaya | Johannes Stett

2. − History
− Objectives
− SWOT analysis
− Strategical basic points
− Idea
− 4 pillars of social media
− ACCESS model
− Social media implementation plan
Table of contents

3. − Founded in 1925, Cologne, Germany
− Owners name: Christoph Nebbet
− Christoph Nebbet was the only son of a cow farmer
− While he finished his “high school degree” he helped his father at work
− His first sale of ice cream was 1924 and he was successful with it
History

4. History
- The reason of his success was based on experimenting with different
ingredients and flavors
- After the second world war he founded the FeelWell GmbH
- After the foundation the volume of sales raised until the mid 80´s
- Between 1986 and 1995 the volume of sales fluctuates
- After 1995 the sales decreased until now

5. Objectives
65% of market awareness in the following five years
rise in sales to $12 Mrd in the following five years

6. Internal analysis
Weaknesses: - Not enough know-how in the company
for new market approach
- low marketing activities
- low market share
- low market awareness
- Product quality
- High production potencial, economies of scale
- flexible production facilities
- our staff is open minded and open to new ideas
Strenghs:

7. Enviromental analysis
Threats: - situated in an saturated high price market
- customers may not accept new flavors
- not well served market segment consists of young,
well situated people
- competitors have not significant product differentiantion
Opportunities:

8. Strenghts Weaknesses
ThreatsOpportunities
- saturated high price market
- customers may not accept
new products
- not well served new market
- competitors product
differentiantion
- Product quality
- economies of scale
- flexible production
facilities
- open minded staff
- not enought know-how
- low marketing activities
- low market share
- low Market awareness

9. - New markets
- affordable prices
- New innovative tastes
- Social Media Marekting
- Make use of new
Marketing Tools
- Use the flexibility of
Production
- Train staff in social
media marketing
Strenghts Weaknesses
Threats
Opportunities

10. Strategical basic points
Results of the SWOT-analysis are:
- FeelWell inc. has to get rid of its old fashioned image. There is a potential
of new customers between 14 and 49 which can be reached with new fancy ice
cream tastes
- Certain social media campaigns have to be created to reach this group

11. Strategical basic points
Results of the SWOT-analysis are:
- Frist steps will be to create a new Corporate Identity and a new image
- FeelWell has the ability to produce every taste of ice cream due to its flexible
production facility.
- Social Media Tools are suitable for a fast and efficient market approach to get
an edge on our competitors

12. Idea
There are three new ideas, that should help us,
to sell more ice cream:
- Energy
- White Chocolate Caramel Macadamia Nut Cheesecake
- Wild Blueberry White Chocolate
- Carrot Cake
- Peppermint-Blueberry
- Appletini
- Pizza (pineapple, strawberry, cranberry, apples, grapes, pecans…)
- Tabasco (also in combination with chocolate)

13. Idea
- The next one is, to create a very healthy ice cream. The ice should be
made without any harmful substances.
- The third idea is to sell the ice cream in specially packaging. The ice
should no longer be sold in big boxes but instead in small packaging.
- Also the layout of the packing should help us to adress the product
to the different target groups.

14. Four pillars of social media
Research research when, how, why and where target group interacts
Strategy interacting with customers via social networks. Make the
brand interessting and look fancy to the target group
Engagement photo contests, video contests, keep people talking about
FeelWell
Measurement count followers, measure reactions, count mentions to
improve the appearance
?

15. Audience: 14-49 old trend conscious people who like
to try something new in an upper price
segment
Concept: Create normal and different new organic
ice-cream flavors
Competition: Ben & Jerry’s, Mövenpick / Langnese,
Haägen-Dazs
The ACCESS Model

16. Execution: see twitter, facebook, youtube, survey monkey
Social Media: twitter, facebook, youtube, survey monkey
Sales Viability: creating a variety of new icecream flavors
The ACCESS Model

17. Increase awareness among customers and
prospects.
Fanpage for informing and interacting with the
customers (via tutorials, wall, fotos)
Communicate and collaborate!
Short infos regarding updates, upgrates, events,
etc.
Communicate, educate, and entertain!
Several tutorial and image videos
Show where I am!
Extra deals at our shops, „buy one, get one
free“, „get for 10 check-ins 1 ice-cream for free“
Social media implementation

18. ExecutionSocial media

19. Month Tool Strategic Purpose Engagement Outcomes
1 Establish a FeelWell persona within a social
networking environment.
We would like to increase the communication
and collaboration with our target customers.
2
Package and promote expertise and content with
a FeelWeel YouTube Channel. --> We would like to
show our advertising movies, give directions and
future prospects.
We would like to communicate, educate, and
entertain our customers. They should get the
opportunity to experience as an unique product
with the help of videos.
3
We would like to build an external community
through microblogging
 News
We would like to communicate, collaborate and
give our customers and everybody who is
interested in FeelWell the opportunity to be
updated
4
We would like to register all our shops in
foursquare, that every consumer is allowed to
check-in
We would like to communicate and offer ordinary
specials to our foursquare members.
5
We would like to establish a customer advisory
panel utilizing online surveys
-> Feedback
We would like to communicate and collaborate
as well as give our customers the opportunity to
give us their opinion. A Feedback is very
important for further implementations.
Social media

21. Thank you for your attention !