A comparison of marketing strategies of two local businesses, according to the 4Is of entrepreneurial marketing. The two businesses with similar offerings were The Dip Shop and Revive Juices.

1. Entrepreneurial
Marketing Strategies
THE DIP SHOP & REVIVE
FARZAN SHEIKH

2. The Dip Shop
• Collaborative Innovation
• Customized ice-creams: toppings, sprinkles, coatings of choice.
• Choice, engaging customer.
• Protecting Innovation
• Company names, trademarks
• Identification of Target Market
• Top-down; children, SEC A & B
• Interactive Marketing Methods
• Impersonal; leaflets, banners, direct mail, Home Express

4. Revive
• Identification of Target Market
• Market gap identified
• Families’ one-stop place
• Segmentation
• Incremental Innovation
• Menu offering, different, or ‘innovative’
• Theme well-thought out
• New variants
• Interactive Marketing Methods
• Personal methods relatively more important
• Referrals, recommendations
• Low-cost, below-the-line methods

6. Recommendations
• Concentrating marketing efforts on target market
• Marketing to Kids
• Reaching out, schools
• Social Media, reviews
• Variants for the trysumer
• Information gathering, scanning environment
• Changing market trends
• ‘Seth’ element