Everyone loves ice-cream, but have you ever think of that ice-cream is a gift?

The company ECreamery definitely see the Need of the markets and take a step on it!

“We are doing something no one has done before!” said by the inventors. Yes, as the innovator for the gift ice-cream market, they got the advantage of being the first mover. The 2 million dollars sales by 2007 are significant. But can they keep the advantage in the annually 23billon dollars ice-cream maturity industry? In other word, do they really have the sustainable advantage to keep the company be the only one or the leader in the brand new industry of presenting ice-cream as a gift.

watch the video from21:45 – 31:00

To reposition the website to be a gift site, and provide easy system for customer to create personalized ice-cream by simply getting on the website, designing your flavor, naming your flavor, then  you Personalized flavor ice-cream will being deliver to you. 60% margin shows the company is profit oriented. But the problem is that if customers think 4 packs of ice-cream worth 55dollars plus 20 dollars deliver fee? Instead comparing the personalized ice- cream to other company’s ice-cream, the company compare it with flower. It is true that we don’t think of spending 250 dollars on flower or any other kind of gifts are expensive, but it seems too expensive to spent 75 dollars on an extremely tasty ice-cream.  They are trying to convince customers that ice-cream is not only about tasting good, but also being a gift which shows your personal style and taste, a life style. But are the company’s products responsive to Americans’ traditional thinking? In order word, the problem then become can they teach American that ice-cream is a gift not a dessert you buy while shopping, or eat when you are having a chat with friends and families.