Dippin’ Dots Go-to-Market Strategy

Purpose:

This was a school project for my Brand Management class, taught by the Senior Director of Marketing at NutriBullet. We were tasked with putting together a 3-year GTM strategy that would re-establish Dippin’ Dots as a modern brand, expand their consumer base, and grow revenue.

Brief:

Get Gen Z consumers

Who love ice cream

To favor Dippin Dots over other ice cream alternatives

By making the brand feel cool and relevant again

The Process:

I began by creating a category landscape assessment of the frozen dessert industry. After that, my group conducted thorough secondary research, as well as creating a survey and conducting several focus groups to gain further consumer insights.

Based on these consumer insights and industry research, we created a three year go-to-market strategy that would elevate the Dippin’ Dots brand and reach a new demographic of customers.

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