Golden Creamery

Golden Gate Creamery, Inc. is a company initially engaged in the distribution of food products. It entered into ice cream manufacturing and marketing on February 1988.

It introduced two ice cream brands - “The American Dream” and “Pistahan”. The American Dream is of American taste and comes in different flavors such as blueberry, mint, butterscotch, and pistachio. The ice cream contains 12% butterfat, which makes it rich and creamy. It is supplied by Global Flavors Company of Berkeley, California.

The target market of The American Dream is the large American community in Manila and the AB income groups. The following are the marketing strategies adopted by Golden Gate Creamery for The American Dream:

 Establishment of parlors selling only the 32 flavors of The American Dream all at the same time

 Advertisement in the Bulletin on opening day

 Giveaways of coupons to friends and business associates of the owner

The American Dream is a success. This triggered Golden Gate Creamery to expand its production capacities and to award franchises in Baguio, Bacolod, Cebu, Iloilo, Davao, and Cagayan de Oro. However, The American Dream already has declining sales after four years in the market.

Pistahan, on the other hand, is of Filipino taste with flavors such as ube, macapuno, mango, avocado, atis, melon, vanilla, and chocolate. It has only 10% butterfat.

The following are Golden Gate Creamery’s marketing strategies for Pistahan:

 Only half-gallon plastic tub for its packaging

 Availability in supermarkets, grocery stores, school canteens, and office cafeterias

 Distribution in large urban centers

 Advertisement in the Sunday issues of broadsheets during its launch

 Posters and samplings

However, the target sales of Pistahan were not achieved during its first quarter of marketing.

Now, Golden Gate Creamery’s third brand of ice cream is up for launching and is the subject of the marketing planning process. Ms. Siony Balingit, the Marketing...