Assessment Submission Form
Student Number
(If this is group work, please
include the student numbers of GH1025130
all group participants)
Assessment Title Individual Final Project
Module Code M501
Module Title Innovation Management & Digital Transformation
Module Tutor Prof. Dr. Nicolo [Link]
Date Submitted …11-09-2023
Declaration of Authorship
I declare that all material in this assessment is my own work except where there is clear acknowledgement and appropriate reference to
the work of others.
I fully understand that the unacknowledged inclusion of another person’s writings or ideas or works in this work may be considered plagiarism
and that, should a formal investigation process confirms the allegation, I would be subject to the penalties associated with plagiarism, as per
GISMA Business School, University of Applied Sciences’ regulations for academic misconduct.
Signed…………Kajal …………. Date …11-09-2023……………
Marketing Plan
ABOUT US
Your favourite spot in the
neighbourhood would be Opened in 11
October 2023 , Mr. Moose is a cozy
twist on a traditional bar. Looking for an
evening of fun and entertainment? Then
you've come to the right place in the
heart of Berlin. From the music to the
carefully curated drinks menu, our
amazing staff goes above and beyond to
provide our guests with a unique
experience. Whether you are spending
an evening with friends or just want to
have a drink - we always look forward to
you spending your evening with us.
[Link]
Specialized in Selling Natural
Original Ice-Cream
Easy To Use Our Website
Reliable & Granted work
Quality Control [ Cooperated
with berlin Bottles Company ]
Makes Contact Easier with
Clients & with our team
Eco-Friendly Initiatives
combine our hub service with
literature
o 12 Flavour of Ice
creams
o Drinks
o Enjoy your evening in
our location
o Books And articles for
reading
SERVICE
o Free Wi-Fi Service
o Online Ordering
Service
S
Do you have problems like standing on long
queues , appointment issues, not wanting to
go to Shop still wanting the same experience.
But not anymore, Mr. Moose is here. Bookings made
easier with lesser queues and better service
Problem statement
Changing
Increased
customer
competitio
preference
n
s
Seasonal Operationa
Fluctuation l efficiency
Presentation title 6
Current Situation
• Mr. Mongoose is a newly found start up ice cream & cocktail business
which is currently is 2 months before its opening in 11 October 2023
in the heart of berlin.
• We are also getting ready to reveal our business in social media,
google maps, reveal digital contents of the shop so our potential
customer will have glimpse of our nature to inspire interior
environment
• Company phase is right now going on final phase-management wise
and out marketing team is getting ready to implement our marketing
strategy before we hit the marketing and open our business
THE MARKET
Customer Segmentation
• We segmented our customers in four different categories which our marketing strategy . Because this business
experience is open to anyone.
• Local residents will be our most important target since the shop operates at a physical location in berlin. This is
our general not limited to category.
• Students , familes and remote workers will also hold half our target customers since we provide to both
categories an inspiring and work-friendly environment.
• Since berlin has close connections with surrounded cities and Sweden, our strategy will try to attract tourist
and/or people that come for work in the city of Vaasa.
Chart Title
50
30
15
5
local students,workers families tourist
Our Strategy
• Establish our presence online a few months before we open for business.
• We are a customer value driven company, so our customers means the world to us and we value
their feedback and reviews since they are vital for our business growth and trust.
• Our main activity will include posting content, such as photos and videos, in our social media pages
and website as paid ads and as normal posts to drive our potential customers curiosity to visit our
shop from its first day of business.
• Next, we will aim to broaden our network with the power of word-of-mouth marketing. Since we
aim for the perfect first impression and then continue meet the expectations of our customers'
needs throughout, and the fact that we operate in a city with a close community this marketing
strategy will be successful as long as we provide the best services/prices possible.
• On Every Wednesday we will offer testing service to customers but that service is only offer to more
than 15 customers
• Booking Service
• In cooperation with Berlin Bottle, we serve you the most wonderful spirits from the beginning of
the evening, with all the know-how and expertise of what is probably the hottest liquor store in the
capital.
• Age-25
• Occupation: Marketing Manager
• Description-Independent,
Perfectionist, Hardworker, enjoys
exploring new culinary experiences Loves - trying new
flavors and
combinations of ice
cream, often visiting
Magnolia • Values - quality and is various ice cream
shops around town.
willing to pay more for
She enjoys sharing
Social media Presence - Instagram artisanal, organic, and her ice cream
and TikTok, sharing posts and stories locally-sourced ice cream. experiences on social
about her ice cream adventures. She • primary goal - is to explore media.
follows food bloggers and influencers
and savor new and exciting
for ice cream recommendations.
ice cream flavors. She's
always on the lookout for
the next great flavor
experience.
Effective channels-
Pain Points – Long Queues, Limited Flavours
Naazneen Sultana 09/04/2023 -
Key Activities Value Proposition Customer Segmentation
Key Partners Customer Relationship
• Local wellness businesses • Personalized service • Organic products • Personalized &customized • High income women aged 30-
service 50
• Social networking • Highly trained staff • Quality facility
• Online community • Student customers
• Berlin bottles • Capturing customer • Highly trained staff
preferences • Interactive services • Beauty adverse
• 2 way referral program • Budget friendly
• Social media positioning • Beauty enthusiasts
• Convenient booking options to
your own accord • Loyal customers
Key resources
• SEO Channels
• online platform • Personalized unbiased • Webpage
recommendation for services
• Ice cream industry experts both online and offline • Locally distributed flyers
recommendation
• No long queues • Create awareness
• Well trained staff
• Discount for students and
• web premium members
• Social media
Cost Structure
• Renting facility • Blog
• Staff salary • Day to day operations
• Sale of products
• web Page Maintenance
• Subscription Fees
* Others
Designed by: The Business Model Foundry ([Link]/canvas). PowerPoint implementation by: Neos Chronos Limited ([Link] License: CC BY-SA 3.0
Key Timeline
6/7/2023 6/8/2023 6/9/2023 6/10/2023 6/11/2023
Marketing plan
Funds securing
Implementation
Grand Opening
Achevement 50+
customers
ROI
Website Development : $20,000 Average Price of Visit:$15
Rental=$50,000 Expected visits per
Associates=$100/month
Cloud Server Fee=$ 20,000 Expected=10
Salaries= $35,000 Total visits=180000/year
Equipment's, Tools, other utilities etc.
=$23,350 Commission=10%
Training, documentation, adds etc.
=$25,000 Total Revenue=$162,000/year
Total cost = $173,350 ROI=93.54%
=1.08 years
REVIEW & CONTROL
• Quality control
• Health & safety
• Inventory managing
• Customer service
• Record Keeping
• Marketing & Promotions
“You are an original when you stay
true to what you know.”
