Putting the Toppings On

Objectives
    Our number one objective is to promote awareness of the Sugar Berry name throughout the greater Lansing area.  Our target market within this category are Cooley, LCC, and MSU college students, East Lansing/Lansing public grade school students, and permanent residents.  Being that Sugar Berry is a new business with virtually no advertising, any and all ways of alerting the market of the store is essential.  Even though students make up a large part of the Lansing community, we feel that permanent residents and family are our prime target because they will be the permanent repeat business. 
    Our second objective is to promote customer loyalty.  Once customers are aware of Sugar Berry, making sure they return is the prime focus.  It's much more valuable for a business to have loyal customers than it is to spend time constantly creating new clientele.   Additionally, Sugar Berry is a disposable novelty product store, therefore we want it to be in the back of consumers' heads as an option when they choose to seek dessert.  

    Thirdly, we want to promote the benefits and features of Sugar Berry.  This objective goes hand in hand with awareness.  Wi-Fi and comfortable seating and tables are already a great feature that should be leveraged to bring in students and business people.  The health benefits of frozen yogurt that we already mentioned should also be a benefit mentioned to entice customers to come to Sugar Berry rather than a typical ice cream store.  Lastly, the fun and unique experience of picking out your customized sundae is the main appeal that will attract our market.