Penny Thomas is planning to open Marble Slab Creamery’s 37th franchisee in southern Ontario. Marble Slab is known for its fresh daily ice cream, imported high-quality toppings/mixins, and the final blending procedure that is done on a marble granite slab. Her main goal includes achieving fiscal year end revenue of $400000, maximizing product awareness and ensuring a loyal consumer base. The market for ice cream remains strong despite the economy collapsing into a recession. Ice cream is viewed by many as an affordable treat and more prime locations are opening up for new franchise units. The society is moving towards a healthy, wholesome lifestyle that fit directly to Marble Slab’s promotional campaign. The freshness, customization, premium quality and long shelf life differentiate Marble Slab from its competitors and stand competitive in the market. Marble Slab targets young adults aged 15 to 24 years since this demographic values quality, individuality, health and are brand conscious, trend followers. They are usually affluent, pleasure seeking, easily influenced by media, and more prone to impulsive purchasing.

In order to increase product awareness and consumer base, it is suggested that Marble Slab take on the following recommendations:
 Locate in the Thornhill outdoor outlet in Vaughn and open a drive-through for convenience.
 Open a retail line for product exposure
 Change catering prices but remain consistent with other franchisees
 Continue differentiating its products as the superior graded ice cream and develop healthier and innovative ice cream such as pro-biotic and melt resistant ice cream.
 Promote through a variety of strategies including newspaper, radio, outdoor billboard
 Initiate new approaches – hiring students from nearby schools, support academic and sports programs and loyalty cards.

Locating in Thornhill presents Marble Slab with the largest target market population. It is well-located near an urban highway and inside the complex contains large tenants such as Wal-Mart, banks and cinemas to bring an overall satisfied shopping trip for consumers. Drive through and retail line should be implemented as it saves time and brings exposure to the general public. Catering prices for Portable Slab should be lowered for the first month grand opening period but adjusted back to the same price as other Ontario franchisees after. Focus on Sundae Bar is recommended as it requires the least number of 37 units to breakeven. Product should be kept at the same premium level with more healthier and innovative ice cream. This creates hype and further adds to Marble Slab’s exclusivity.
$10,000 is given for promotion and roughly $8000 is spent promoting in Toronto Star, 104.5 Chum FM radio, and Pattison Outdoor billboards. Marble Slab should use the rest amount for new promotional strategies such as loyalty cards, academic/sport program scholarship, and hire part-time students to attract and establish a larger consumer base.
By following these recommendations, Marble Slab will maximize consumer base, spread awareness, and finally meet its $400,000 revenue within the end of the fiscal year. All the recommendations are crucial for the growth of the store and its future aspirations.