1. With Dairy Queen (DQ)Æs product line, marketing mix can be used to effectively differentiate and position the products. Each factor of marketing mixùprice, place, promotion, and productùcan be proportioned to suit the customer segment that DQ is attempting to appeal to; the exact composition of the mix is DQÆs ôofferö to the customer (ôMarketing Mixö). For example, DQ has a lot of appeal to the family segment and to children, so it can position itself in the market by offering treats such as Blizzards, that contain bits of popular candy bars and cookies that are already familiar to those markets. It differentiates itself from other similar products by adding its own twist in the form of unique names and formulations. An example is the Mocha Moolatte, a sort of coffee ice cream float that derives its name from moo (cow) and latte (milk).
2. The advantages of marketing both value and premium brands in the same product line are a broader brand identity and a larger price range for the customer to choose from. The disadvantages are that people looking for low price will just pick the lowest price item in the line and may never try the premium products, and that the value brands detract somewhat from the quality mystique of the premium brandsùsort of like putting Armani on the same rack with Dockers.
3. DQÆs domestic marketing plan is more robust and detailed than its global marketing plan, which seems basically predicated on opening new stores in selected countries. DQ has a presence on the major continents and is currently focusing on developing new stores in Mexico and China, with a view to adding new markets in the near future (ôSouth Americaö).
4. Environmental factors in domestic and global marketing plans differ primarily on the basis of climate and culture. For example, in DQÆs case, it has not opened stores in Scandinavia or other primarily colder climates but has many in the warmer regions.