Gelato Fiasco Marketing Plan Due Marketing Marketing Plan

782 words - 4 pages

Market Trends (10 marks)
The founder of Fiasco Gelato was Matt Wilson and it all started in Calgary way back in 2003 (Fiasco, n.d.). Matt Wilson opened three stores in Calgary one in Red Mile, Kensington and the third store was in downtown (Toneguzzi, 2007). The 17th Avenue store opened in the spring of 2004, followed by the downtown location later that summer and then Kensington in 2005 (Toneguzzi, 2007). About 70% of company’s sales take place in the spring and summer months from 2003 until 2009.
In 2009 James Boettcher bought the Fiasco Company and has taken the company in a different direction (John Gilchrist, 2014). Boettcher is more focusing on selling their products on wholesale rather than retail and now their products are sold in many different stores in Calgary like Coop, Safeway, Sobeys, etc. (John Gilchrist, 2014). James Boettcher decided to reopen a store in March 2016 after observing if people would actually buy their products at different stores. Their location in Calgary is located on the 19th Street SE (Fiasco Gelato, n.d.).
The gelato companies is headed toward a more sophisticated customer. Fiasco Gelato Company wants to make sure to meet customer’s wants and needs. One of Fiasco’s market trends was the making of food truck. Boettcher started the YYC Food Truck trends back in 2010 that promotes more than 20 food trucks in Calgary (Williams, 2013). Food trucks are growing in Calgary and last year there were 76 permits for food trucks have been issued (Bickis, 2016). People would want to go to different locations where there is a food truck event to try new different options of food or drinks and try different atmosphere as well.
Fiasco Gelato is focusing more on the quality of their freshly made, hand crafted gelato and to give more options for their consumers. All of their Gelato and Sorbet uses natural ingredients, with no artificial flavors or colors. Their sorbet is always dairy, gluten, and animal-fat free, as well as vegan friendly. Unlike other companies like Dairy Queen they uses artificial and other ingredients that are not beneficial to consumers (Dairy Queen, n.d.).
In Calgary people are now more aware of their health, evidenced is the increase of people getting a gym memberships (IBISWorld, n.d.). People are requesting more healthy alternatives when they eat gelato/ice cream. This is why Fiasco Gelato offers wide variety of flavors and healthier options for their customers to choose from. This is one of the great examples of market trends.
People are demanding a larger selection of gelato/ice cream, they are no longer accepting a limited options. Fiasco Gelato always have 12 distinct flavors available at any time in their store ranging from Zesty Lemon to Salted Caramel to Blueberry Basic to Frozen Hot Chocolate,...

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