In a Bun - Ice Cream Truck Business Plan

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Vision

“Spread the joy and revive the trend of a classic ice cream in a bun experience.”

Our company is to spread the joy of ice cream around. People usually associate ice cream with happiness and as in ice cream company we feel that we are obligated to deliver an ice cream experience that both adults and children

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4P’s

Product

Our product is ice cream and homemade fresh buns. Our slogan is ‘Admit it. You Want it’ because we are trying to make our product to be unique in Malaysia’s market that customers will go after.

In terms of branding, we picked IN A BUN because it is easy to remember and be pronounced quickly by anyone even by young children. Besides that, we use colors for our brand fonts to make a happy environment to create a classic ice cream truck with its cliche horn.

Our top and best-selling flavor for the bun is Butterscotch and for the ice cream is Nutella . We serve Halal products and it is proved and examined by Food Quality Control Division (FQCD) and JAKIM to attract customers without the border of race or religion. Our products are made from finest dairy as we try to make our product in high quality and constant quality consistency to satisfy our customer.

When it comes to design and features of the product, we will use bright colors to make the delicious image stand out of the ice cream and coated in sugar powder toasted bun to instantly attract more customers.

Place

Place also known as distribution which is all about the channels that the product will pass from the manufacturer to the end user. In A Bun supply their product directly to the end user without using any intermediaries.

The channel that we use to sell our product is directly to the end users. We sell our product in truck which has freezers provided and an oven inside to serve a fresh and tasty dessert to the customers.

Our truck travels around Klang Valley and Kuala Lumpur mostly to school, colleges, universities, housing areas and festivals. It is also available in some of the Saturday markets, night markets and parks.

The reason we are choosing Klang Valley and Kuala Lumpur is because both areas are in between of the main supply distribution channel in Peninsular Malaysia. It will become the best spot for the use to start our business because it will be easy for us to obtain raw materials for our product and we will have a huge dense of population of residents for our potential customers.

Price

Price is very important in marketing mix as it express the amount of money that a customer can pay. In A Bun uses low pricing strategy also known as market penetration strategy, we use this strategy so that we enter in the market successfully and compete with the existing competitors. In order to catch a market , pricing strategy is very important towards the competitors and so our products are priced cheap so that customers can buy our products without hesitations and also eliminate the competitors.

In A Bun offers high quality product with affordable prices, our prices varies according to scoops that is preferred by the customers. One scoop costs RM3.00 and for one bun costs RM 2.50 ringgits. We have studied the market before introducing our product and we have found out that our prices are affordable by considering our end users. During the festive seasons we use psychological pricing by setting our price to RM2.99 for a scoop and RM2.49 to boost our sales than the normal days.

Our products will be sold by cash and also using Debit VISA card. To make it more convenient those who prefers to pay by their card are provided with the machines to pay.

Promotion

Promotion is an important method where it spreads the word of an image about the product to the public. It also creates awareness and loyalty to the people and all business depends on it for survival.

We promote our products through press advertising which includes newspapers and magazines. We promote through the broadcast media and print media. Through the broadcast media we advertise our products through social networks such as Facebook, Twitter and Instagram. We also promote using print media where we do vehicle advertising, point of sale, street marketing, handing out flyers and advertise through billboards.

We have our own website and Facebook page where we update customers where we are going to visit today, our website is http://inabun.co.my/ and our Facebook link is www.facebook.com/inabun00. In our website and Facebook page we also provide coupons to our customers and also ask for feed backs.

Lastly, there’s no doubt that technology is a major tool in marketing ice cream and fast food. As a matter of fact, we will have a mobile app through which our customers can track where our truck will be and for them to come to us if they find us around their area.

3.0 Market Feasibility

3.1 Demographic

The overall demographic of our market population breaks down to 10% that are over 65 years of age, 20% are between the ages of 45 to 65, 25% to 45, 30% aged 18 to 25 and 15% under 18 years old.

We focus on 2 separate groups which are the 18-25 years old, including students at universities and first families which are young adults with children under 13 that take their children out for ice cream and become a regular customer.

Populations ages from18-24 years old have disposable incomes which they tend to spend on products that has good such good quality. Our company offer first families some families some family bonding time at a very flexible rate compared to a restaurant or going for a movie.

We also focus on young women who tend to brand loyalty in food choices and often see food as a matter of satisfaction and turn to indulge food in times of stress and celebration.

3.2 SWOT Analysis

Strength:

Our strength lies in the fact that we have a wide range of ice cream flavors that can meet the needs of a wide range of customers. We have well designed and structured food trucks and equipment that has positioned us to meet the demand of products even if the demand tripled over night or if we have a massive order to meet and emergency need.

Another factor that counts