As a smaller town, Wilmington has a lot of competition between businesses. Kilwin’s has always been known as a “go-to” location for ice cream in Wilmington and a popular tourist spot. This past summer the ice cream industry grew by one, adding the Fuzzy Peach into the choices for a cool treat on a hot day. The Fuzzy Peach is located less than a mile from UNCW and this is their only location. Both Coldstone and Kilwin’s are chains and have locations across America.
Coldstone is the largest of the three and it has stores internationally. Their marketing strategy involves television commercials, promotional coupons, direct marketing at UNCW events like the Involvement Carnival. They are a sponsor for the UNCW Athletic Department. On our basketball tickets, you will find a coupon provided by Coldstone. They set themselves apart from the competition because they have lots of different combinations such as “Cookie Doughn’t You Want Some” and “That’s How I Roll”. You can see their entire signature creations made right in front of you and they have pictures of each combo on their website. Their portion sizes are called “Like It” “Love It” and “Gotta Have It”. They also sell ice cream sundaes, smoothies, and pre-made ice cream cakes. This company is also known for their quirky songs that they sing when you walk in the door and when you leave them a tip. You can hear the same songs at each location, so you know that you’re walking into a Coldstone when you open the door.
The Fuzzy Peach opened in May of 2010 and already has a lot of brand recognition. Their t-shirts and facebook page are almost as popular as their low fat yogurt. The frozen yogurt bar allows you to choose the toppings that you want and how much of each topping you want on your yogurt. The Fuzzy Peach is the only frozen yogurt bar in Wilmington, so that makes them stand out from their completion. The price is calculated by the weight of your bowl and toppings. Their slogan is, “Providing Wilmington with a healthy dessert alternative. On the website, they have a comparison of why they are better than their competition, which includes Dairy Queen and Baskin Robbins. Their marketing strategies include t-shirts with their logo, which allows people to recognize the brand since the logo is a peach. They also use direct marketing by passing out coupons, stickers, and shot glasses at events. They come to UNCW’s Involvement Carnival in the beginning of the year and give out samples.
Kilwin’s is a downtown Wilmington classic. It is a common tourist location. They sell ice cream, chocolates, caramel apples, fudge, and more. Kilwin’s makes their own traditional waffle cones, which lures customers in from their scent. Kilwin’s creates an exciting experience by creating the cones right in front of you. It ads a personal element of trust, since you can see the people hard at work on your waffle cone. They rely mostly on word of mouth marketing, as well as social media and their website. They draw people into the store because they bake their own waffle cones and the aroma drags people in by their noses. They are not as big as Cold Stone, only located in 15 states with only 9 locations in North Carolina.
Who do you think has the best marketing strategy? The winner is…….The Fuzzy Peach! We think this because they employ the most promotional strategies. They handed out coupons and got customer input on what the best flavor is at UNCW’s 2010 Beach Blast. The store has been open for less than a year and a second location is already in the making. We look forward to seeing how much The Fuzzy Peach grows in the coming years.