CASE STUDY 1: JENI'S ICE CREAMS - A DIGITAL MARKETING STRATEGY, UX/UI/APP UPGRADE, SALES & ADVISORY PITCH

Deepika Sriraman
Sep 25, 2025
3 min read

Updated: Dec 7, 2025

Project Overview

Jeni’s Ice Creams - A Digital Marketing Strategy, UX/UI/App Upgrade, Sales & Advisory Pitch

For Client: Jeni’s Ice Creams (Digital Marketing Strategy, UX/UI/App Upgrade, Sales & Advisory Pitch)

Jeni’s Ice Creams has built a beloved national brand and a dedicated following, thanks to its handcrafted flavors and inventive marketing. They happily offer shipping across the country and have charming scoop shops in several states, making it easy for everyone to enjoy their delightful ice creams.

Jeni’s has a dedicated digital platform, the App, which was launched in 2020. It's available on both iOS and Android devices, making it accessible to a wide range of users.

However, based on our diagnostics, it could benefit from improvements in user experience and interface to make it even more friendly and intuitive. Enhancing its features with additional marketing tools could also provide significant value to users.

But Jeni’s is considering allocating its budget to marketing efforts to attract more visitors to its website and to enhance its online initiatives, such as email campaigns and social media.

Improving the App could greatly benefit Jeni’s by enhancing their marketing efforts and generating greater customer loyalty. Research shows that Millennials and Gen Z highly prefer using mobile Apps over websites for their shopping.

By improving the App, Jeni’s can avoid missed opportunities, offer personalized marketing, decrease cart abandonments, send reminders, and provide a smoother, more enjoyable purchasing experience for consumers. This option would give a higher ROI.

Budget: $80,000

Business Objective: Recommendations for app enhancements, scope of services, timeline, and pricing, along with digital marketing services.

*Project duration: 3 months.

**These figures are fictitious. They are not based on real organization data.

Disclaimer:

Deepika Sriraman conceptualized the above case study based on a marketing brief she received for a Digital Marketing Capstone Project at Columbia Business School for Jeni’s Ice Creams.

Deepika Sriraman revised the case study provided to her by updating the facts to make it relevant to current market conditions, as Jeni’s Ice Creams is an established brand with an e-commerce platform since 2004. This change ensures real-world relevance while meeting all Capstone project requirements for Columbia Business School. It also shows the interlap between Digital Marketing and UX/UI Design, and how both are essential for the success of any business.

The competitor analysis for Jeni’s Ice Cream was included as a mandatory component of the assignment brief and was not intended as a personal critique. Deepika Sriraman also uses products from other brands and endorses them accordingly.

The advisory services presented are customized to the client's specific needs and requirements, not generic. Since Jeni's Ice Cream is an established brand, the same advice might not suit all businesses, even within the same industry.

Facts (As per data provided by Columbia Business School):

Jeni’s Splendid Ice Creams is an artisan ice cream organization with over 40 branded stores across the United States. They also sell through retail distributors and have recently moved into e-commerce (2024). Customers can now order Jeni’s products and have them delivered nationwide.

This means that the organization needs to promote its brand and products through digital marketing. If they succeed, they will gain valuable customer data to build long-term relationships. But customers are simply unaccustomed to ordering their ice cream online.

Your task:

Propose a digital marketing strategy to

Help build the Jeni’s brand nationwide.
Encourage consumers to try ordering their ice cream from a website or social network.
Attract loyal customers who share their love for the brand online.

Budget: $80,000.

Indicative conversion rate (CVR) on the Jenis.com website: 2%.

*Project duration: 3 months.

**These figures are fictitious. They are not based on real organization data.

Additionally, by Deepika: Creative - Ad Copies.