Alok Ganguly, Cody Gray, Levi Lopez, Ashley Stone, Beatriz Rodriguez, Kaitlyn Trowbridge

Table of contents● Executive Summary 3

● SWOT Analysis 4

● Competitive Analysis 5

● Target Market 6

● Target Persona 7

● Objectives 8

● Creative Strategy 9

● Media Placement 10

● Present-Day Experiential 13

● Long Term Recommendations 15

● Addendum 16

● Call to Action 17

Executive SummaryTèo Gelato is all about authenticity and creating quality

gelato with real ingredients. While, Tèo Gelato

continues to be homemade and is only distributed in

Texas, Tèo competes with larger brands like Ben &

Jerry’s, Talenti, and Nada Moo! The gelato industry has

become stagnant and is fairly cluttered, so increasing

brand recognition is vital for Tèo to succeed in the

modern market. Because our research shows that

gelato is a higher end product and requires an audience

that values quality, we believe the best target audience

has free time, likes treating themselves, and can afford

to do so. With the different experiential and online

platforms that we are using, we will increase brand

awareness in the Texas market as well as gain market

share.

Strengths◆ Tèo Gelato is authentic in the sense that it is

handcrafted locally with authentic Italian techniques and equipment.

◆ As a brand made with quality ingredients, that can be found at HEB and Central Market, Tèo Gelato has the advantage of appealing to a health-conscious target.

◆ The quality of the finished product of Teo’s gelato has put it in the top five 2014 gelato world tour and got it chosen #1 in a 2016 competition.

◆ By having their product be gelato instead of ice cream, Tèo Gelato has the benefit of having a creamier product with less calories that’s served at a higher temperature.

Weaknesses◆ Tèo’s brand has no broad distribution of product◆ The brand Tèo Gelato lacks brand recognition◆ Tèo Gelato packaging is cluttered in comparison to its

competitors ◆ Current store location not surrounded by people in the

target age group Opportunities

◆ Stands out to those searching for a healthier alternative than ice cream

◆ Tèo Gelato could use the differences between ice cream and gelato to their advantage

Threats◆ In a steady industry without significant growth◆ Market is already cluttered and complex◆ Competition for brand recognition against national

frozen dessert brands

SWOT Analysis

Competitive AnalysisPrivate Labels.As a local product that is handmade by Tèo Gelato, there is a disadvantage of having both the production and marketing cost.

Store Space Competitors.

● Highest sales in US for frozen desserts

● All Dairy-Free Ice Cream from coconut-milk

● Highest in sales of gelato in the US and one of the most popular gelato brands in the US

Target MarketTèo Gelato will be targeting the Generation X Mom, aged 45-54. These moms are gaining more freedom daily and trying to figure out who they are without their kids. As kids learn to drive, go off to college, or start their first professional jobs, our moms are becoming empty nesters. With more time and energy, she is hanging out with her friends more often and settling into a new health routine. She also has more willingness to spend and she does so at local shopping outlets. Her role as a manager means she has been in full overdrive juggling kids and her job for years now. She feels it is time to settle down but also explore to find a new her. These moms are often searching for a simple meal for

dinner and want a little treat to end the meal and the day with, whether it be a wine or a sweet treat.

Meet Karen.

Karen is a 52-year-old mom whose son, Jonathan, has just graduated from college. She spends her free time shopping with her friends at Pottery Barn, going to Tuesday night workouts with her bestfriends, and “DIYing” everything she can. Her husband hates this a little, but he loves to see her happy. Her favorite blouse is from Saks Fifth Avenue and she drives to work in her Audi Q5. Her days are often exhausted from having to manage people all day, but she knows there is always a relaxing evening ahead that is just about her. She values the few hours in the evening to refresh and do what she wants, including getting a delicious soft scoop of gelato right before bed.

Objectives

Increase brand awareness about Tèo Gelato’s handcrafted gelato as an authentic, Italian, and quality frozen dessert alternative made with fresh ingredients and a handmade base.

Gain market share in the frozen dessert market in Texas through experiential and innovative marketing tactics.

Enter new markets nationally after capitalizing in the Texas markets.

Creative Strategy

Simple

Down

For a working mom who has moved past the phase of chaotic children running around the house, the goal is to live for themselves for once. Unshackled from the constant shuttling to soccer practice, school, friends’ homes and back again, these women want to relax and return to the simple life. At the end of a long day, they need a treat for their hard work over the years that they can enjoy guilt-free. Tèo is poised to provide that

simplicity in these women's’ lives. Handcrafted in a kitchen and made with real ingredients, Tèo keeps gelato simple, no factories or robots needed. Creamy textures, less fat, and rich flavors make the experience of Tèo Gelato the perfect reward for hardworking moms who need a break. These women are in the phase where they want to simple down their life, and

their choice is simply Tèo.

Media Placement

SEM (10%)● “Gelato”● “Ice cream”

● “Ice cream austin”/”dallas”/”houston”

● “Texas gelato”● “Gelato austin”● “Gelato near me”● “Talenti”● “Ben and Jerry's”● “Nadamoo”

Our target market values making educated decisions

and we want Tèo to appear for any searches related to

our top competitors, local area searches for gelato and

ice cream, and in searches meant for ordering or

purchasing ice cream or gelato.

Since Tèo is distributed across the state of Texas and

was founded in Austin, we are also including search

terms such with a focus in Texas and Austin, adopting

more of the national cities as we expand into those

markets.

In order to compete with competitors, Tèo Gelato will

be seen when our target searches for Ben and Jerry’s,

Talenti, and Nadamoo in an effort to redirect their

purchasing decision.

FacebookOur campaign would use Facebook to display ads on news feeds and promote the present day experiential activations. These ads would not be continuous, but pulsed when women are likely to get their hair done and shop at high end outlets.

InstagramInstagram would be used for event awareness and brand awareness. Since our audience likes scrolling through their feed, we would place these ads on their news feeds rather than placing them between stories. We plan to pulse these ads similar to Facebook.

PinterestOur audience turns to Pinterest when they need ideas or want to DIY. We plan to place ads between pins as well as create organic content incorporating ways to DIY containers.

YelpWhen our audience is researching grocery stores like HEB and Central Market, or ice cream and gelato, we plan to place Yelp ads at the top of the search page using our SEM list.

Social (30%)

Wining and Dining Tèo has the opportunity to double down on

targeting moms by working with Total Wine and

More to create an experiential point-of-purchase

interaction that showcases Tèo Gelato with the

best Wine pair. Shoppers can find the right wine

to pair with their sweet treat for the evening,

pre-selected by Total Wine to make their

decisions simple.

Influencer PartnershipPartnering with CultureMap Austin is beneficial

for Tèo because along with bringing the Tèo brand

to the spotlight it can allow Austin locals to

become aware about the events that will be held.

Along with bringing awareness, CultureMap has

credibility among Austin locals and residents. In

the contact agreement, CultureMap will be

posting about Tèo Gelato on their website under

events and restaurants + bars as well as on their

Instagram page..page.

Partnerships (10%)

A Good Hair DayDuring the downtime while getting their hair done,

moms are offered drinks and snacks. Offering

gelato at specific salons will not only be a unique

experience for the shopper that they will

remember, it will also be an interesting

conversation starter and something that their

friends will also want to try.

Present-Day Experiential (30%)

When seasons change or when there is heavy traffic in hair salons, we want to provide samples for approximately a two week period

2-3 times throughout the year. We have chosen hair salons that our target tend to frequent within the shopping outlets that we choose

to hand out samples in.

Salons Selected:The Ruiz Salon - Austin

Bellezza Salon & Hair Salon- AustinCitrine Salon - Austin

Milk + Honey - Austin, Houston, DallasAvalon - Dallas

Aurea Salon & Spa - HoustonHighland Salon & Spa - Houston

Treat Yourself While ShoppingShopping can be a bit stressful at times, finding the right dress and a pair of shoes to go with it can get the best out of shoppers. Tèo can take this and turn it into a positive experience by bringing a flavorful treat to their outlets such as the Domain, Hill Country, Galleria, Cinco Ranch La Centerra, etc. With a simple sample moms can treat themselves and not be worried about whether or not they had too much gelato. If anything, it will keep them wanting more.

Shopping can be a bit stressful at times, finding the right dress and a pair of shoes to go with it can get the best out of shoppers. Tèo can

take this and turn it into a positive experience by bringing a flavorful treat to their outlets. With a simple sample, moms can treat

themselves and not be worried about whether or not they had too much gelato. If anything, it will keep them wanting more.

We plan to execute sampling pop-ups at shopping in highly populated Texas cities. Some of these shopping malls include The Domain in Austin, The Hill Country Galleria in Bee Caves, The Galleria in Houston, LaCenterra in Katy,

and The Shops at Legacy in Frisco. This will consist of two or more weekends in the summer giving out samples during the summer sales season.

Present-Day Experiential (30%)

Sleek and SimpleTèo’s packaging can also be simplified, cutting down on the extra information and putting only what is important to the shopper. A sleeker look will be easier for consumers to understand and will be attractive enough to beat out the look of competitors in the frozen novelties aisle. Tèo’s website is robust and has an overall impressive and modern aesthetic that complements the sophistication that consumers associate with gelato. Adding sections or videos that show how the gelato is made will reinforce Tèo’s unique homemade quality of the gelato, and consistent descriptions for each flavor brings out Tèo’s distinct personality online.

Bring the PartyTèo’s strength is the incredible flavor in each pint of gelato, but sometimes it’s hard to commit to an entire pint. Keep it simple with a variety pack, no choice needed! Shoppers can try every flavor of gelato, without having to pick one or the other, satisfying everyone’s unique tastes and letting them test out flavors before buying a whole pint. Additionally, each mini-gelato comes with a Tèo-branded, reusable spoon, reminding purchasers about their excellent gelato eating experience.

Long-Term Recommendations (20%)

The SpoonTo make a big splash at once, Tèo needs to do something wild and attention grabbing. Something like building a giant, branded wooden spoon and taking it on tour throughout Texas. It would stop in major cities accompanied by a booth where people can try (and

buy) some gelato. This simple creation will draw in those passing by, and the sheer absurdity of a spoon in the middle of the city will spark earned social and press conversation.

Addendum

Gelato-mentaryTèo himself can star in a short film showcasing his exciting story and the simple homemade process of creating gelato the Italian way. A short and simple film will do well on social media, especially when posted in clips or teaser trailers, and will draw in customers and remind them to purchase another pint of gelato.

Let us guide you through the

clutter. Break out of the mold

and simple down with us. The decision is simple.