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Marcella Dillard Stephanie House Joseph Gianndrea Akilah Saunders

Marcella Dillard Stephanie House Joseph Gianndrea Akilah Saunders . Company Overview. 15 East 4 th Street Bethlehem, PA 18015 610-625-0090 Restaurant Hours: Sunday- Wednesday 11am- 9pm Thursday 11am- 10pm Friday- Saturday 11am- 11pm. Opened in July 2009 by owner Rick Garcia

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Marcella Dillard Stephanie House Joseph Gianndrea Akilah Saunders

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  1. Marcella Dillard Stephanie House Joseph Gianndrea Akilah Saunders

  2. Company Overview 15 East 4th Street Bethlehem, PA 18015 610-625-0090 Restaurant Hours: Sunday- Wednesday 11am- 9pm Thursday 11am- 10pm Friday- Saturday 11am- 11pm • Opened in July 2009 by owner Rick Garcia • Known for Mexican & Caribbean fusion Cuisine • Famous Tacos and Hot Sauce

  3. SWOT Analysis

  4. Competitive Analysis

  5. Target Market Consumer Profile: Student or resident of the South Bethlehem Between the ages of 18 to 30 Looking for an affordable meal and an exciting experience Ideal target market in which we can generate significant buzz

  6. Positioning General Zapata ranks above everyone else as the best combination of both affordability and ambiance.

  7. IMC Consumer objectives • Drawing in surrounding student population • Maintain relationships with established customers • Marketing objectives • Increase in sales by 10% • Increase in traffic flow • Increase number of trial customers generated • Maintenance of brand loyal customers • Increase in profitability by 5% by year 3 • Advertising Objectives • Increase in brand awareness levels • Increase in brand recognition • Move brand into the consumer’s consideration set • Increase in Sales

  8. IMC B-2-B objectives • Reach out to other businesses, especially Lehigh University • Catering events at Lehigh through groups on campus • Eventually expand to other universities and businesses in the area

  9. Budget and Media Choices Total Budget: $480/ month Total Year 1 Media Costs: $2482 Print: (Consumer and B-2-B) Menus: $1290 Approximately 200 units per month at $.43/ tri-fold flyer Promotional Flyers: $616 200 units per month at $.22/ one-sided flyer 400 units during special promotions Coupons: $96 200 units quarterly at $.12/ coupon 10% discount on entire meal

  10. Budget and Media Choices Social Media FaceBook Twitter Newspaper Brown and White: $480 2” x 2” Ad at $32 Twice a month except during academic breaks Personal Selling (B-2-B) Hot Sauce and Taco Sampling at campus events

  11. Sample Logo

  12. Sample Business Card

  13. Sample Flyer

  14. Billboard

  15. Website

  16. Website

  17. Website

  18. Website

  19. Podcast • Consistent with color and theme of “Experience the flavour” • Stresses Friends, Food, and Fun • Caribbean Fusion Music to emphasize style of restaurant General Zapata Podcast

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