Italian ice-cream parlor A. Mario Tacco marketing plan

Abstract

The Italian ice-cream parlor A. Mario Tacco is a small artisan ice-cream parlor of family maintenance that nowadays has two locals open to the public. They are located in the towns of Altura and Segorbe, belonging to the province of Castellón. The owner is Antonio Tacco, an ice-cream teacher of an Italian family that learnt and followed the steps of his father, the founder of the ice-cream shop, Antonio Mario Tacco. They have more than 100 years of experience in the sector and currently they continue to maintain the method of handicraft production which they imported from Veneto (Italy) to Spain. Even though the consumption of the ice-cream in Spain is seasonal, there are many countries in which the habit of consumption of this product is very different. In most cases, it is a product that does not suffer any significant alterations in the consumption as the ones we have here, being ice-creams consumed in every season of the year. We consider that this is one of the main problems that ice-cream makers of our country have to deal with. For this reason, in this plan some alternatives to decrease this impact are being sought. It must be emphasized that this company had never developed a marketing plan, as well as the marketing tools used until now have been limited. Therefore, in this marketing plan an analysis is made from scratch, hence its necessity to make a careful analysis of the environment in which we are going to work.