Roslyn DECA Participates in Sparking ICE Case Study Marketing Campaign
Roslyn High School DECA recently teamed up with DECA’s National Advisory Board partner, Sparkling ICE, to learn about product sampling, brand development, and guerilla marketing tactics.
Sparkling ICE is a fast growing beverage brand that is carried both in the Roslyn DECA school-based enterprise and cafeteria, where the sampling took place.
In preparation for this event, students developed surveys and evaluated feedback from the critical 14 to 18 year-old demographic and later shared their results with the Sparking ICE team.
Members also employed Google Trends to discover important key words and inquiries related to Sparkling Ice and its competitors being searched.
Through their market research, members discovered that many of their classmates were unaware of the product’s presence in their school. Sophomore Brant Steinberg said, “I never really knew much about the brand or the drink itself, but now I buy it regularly at the school store.”
Sparkling ICE Field Event Supervisor Natalie Carlo imparted key aspects to focus on when conducting a sampling. This included things like connecting with the customer and controlling product temperature for best results.
As a follow up, Roslyn DECA members will measure any increase in the sales of Sparkling ICE in the cafeteria and SBE over the next year, and will report back to Natalie.
Roslyn members really enjoyed the opportunity to experience marketing in action and hope to team up with other companies on DECA Inc.’s NAB to gain further business insights.
Follow Sparkling Ice on Twitter @SparklingICE.