Developing Marketing Strategies for Cone Ice Cream: A Case Study of Brand X Ice Cream Indonesia

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Ice cream is a sweetened frozen treat that is commonly consumed as a dessert or snack. According to Market Share and Forecast, Indonesians consumed more impulse ice cream per capita in 2021. The growing number of impulse ice cream brands has increased competition, as each offers unique advantages. Despite the COVID-19 pandemic, which caused a decline in the penetration of ice cream brands categorically, some players in this ice cream industry have a higher level of brand recognition due to a creative and innovative marketing strategy. With intense competition and a growing number of impulse ice cream brands, X shows its brand equity is stagnant and its penetration continues to decline year after year. This is because loyal customers can easily switch from one brand to another due to the attractive offers made available by other brands. Therefore, it is important for this study objective to analyze and develop the marketing strategy of the X cone ice cream brand. In this research, external and internal analysis was conducted including trend and behavior analysis which will be concluded in the SWOT Analysis. This research conducted through qualitative approach by semi-structured interviews towards the internal brand team and interview with customers who have purchased Brand X in at least once in their lifetime. This study use open coding to analyze the interview result. The result indicated that Brand X could came up with two new campaigns for 2022 to increase its penetration by having Brand X in collaboration with BT21 and came up with new variant of plant-based milk or vegan ice cream.