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Goals & Agenda

Goals & Agenda. The Challenge: Create a marketing campaign for entry into a new market in a major city in your area (Pittsburgh). Create Awareness Attract Brand-Loyal Guests Create Enduring Brand Value, While also Driving Trial Agenda Cranberry Market Insights Customer Insights

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Goals & Agenda

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  1. Goals & Agenda • The Challenge: • Create a marketing campaign for entry into a new market in a major city in your area (Pittsburgh). • Create Awareness • Attract Brand-Loyal Guests • Create Enduring Brand Value, While also Driving Trial • Agenda • Cranberry Market Insights • Customer Insights • Strategy & Recommendations • Budget & Time Table

  2. SWOT Analysis Strengths • Unique Food • Price/Value • The desired business model; Fast Casual • Alcoholic beverages Weaknesses • Expensive Media Market (Pittsburgh) • Concept has few reference points • Price/Value Threats • Tons of Competition • Reliance on store personnel • Breaking Habits Opportunities • Great Location • Transition to healthier foods • Ethnic pockets • Local workforce

  3. Cranberry Population and Market Demographics More than 18% growth over the last 10 years Population: 28,098 Projected Growth (2016): 30,050 Household Size: 2.72 people Estimated Median Household Income: $84,007 Median Age: 38 * Cranberry Township Market Profile and Other Sources

  4. Cranberry Workforce 90% of Cranberry jobs are filled by Non-Residents Over 20,000 jobs in cranberry Largest Industry Sector: Professional, Scientific and Technical Services *Cranberry Township Market Profile and Other Sources

  5. Consumer Spending An $84 million local dining market Green Shaded Area = Spending within Draw Area Alcoholic Beverages: $25,234,354 Food Outside the Home: $143,592,240 Competitive Environment 82 Restaurants 30 Fast Casual Restaurants *Cranberry Township Market Profile and Other Sources

  6. Most Popular Social Media With taziki’s Customers

  7. Enjoying food is one of the most important pleasures in life I would rather eat my favorite meal than watch my favorite television show I think about food in a positive anticipatory way Money spent on food is well spent

  8. Strategy Awareness Trial Loyalty

  9. Open House for Community Leaders • “Soft Opening” focused on community leaders, officials, charity/school leaders, newspapers • Generate word-of-mouth with those most involved and influential in the Cranberry Area.

  10. The Chamber of Commerce, Inc. • Essential to your success • Over 900 members • Thousands of visitors to their website each month • Blog: 13,000 page views • Enhanced Web Listing

  11. User Generated Content Consumer Recipe Challenge • Create recipe and submit via social media • Top percentage selected by chefs • Consumers vote via social media for top recipe • Selected recipe is featured on the website and social media • Winner receives free Taziki’s once a week for a year!

  12. Put Taziki’s at the Top • Add Taziki’s to Google Places. • Ensures Taziki’s comes up in a Google Maps search with directions, link to website and reviews.

  13. Sponsorships Seneca Valley Junior Football Association April-Nov.- 1000 weekly visitors Advertising can be seen from Pennsylvania Turnpike Cranberry Township Athletic Association (CTAA) Dine for CTAA promotions Taziki’s will donate a percentage of sales to the CTAA Encourages community to try Taziki’s food

  14. Local Farmers’ Market • Harvest Valley Farms • May to November • All fresh Produce fromValencia, Pa available in Cranberry • Back Achers Farm • Year Round • All grass-fed live stock (including Lamb) • All fresh Produce fromRome, Pa available in Cranberry

  15. Cooking Demonstrations “Teach your customers essential life skills so they can cook for themselves and their families!” • Attract customers • Introduce your products and emphasize quality • Have customers sample • Use ingredients that can be purchased at Farmers’ Market • Explain all of the health benefits • Reinforce Taziki’s Brand

  16. Microbrewery Competition promote word-of-mouth marketing for Taziki’s in order to increase overall sales in Food and beverages Broadens target market; increase in alcohol and food sales. Participants are in charge of promoting their brew to receive public votes Vote at Taziki’s by taste-test. Votes are tallied, and winner is named annual beer holder at Taziki’s for one year.

  17. A Taste of Cranberry • Pre-eminent Social Event in Cranberry • Featuring local restaurants; attended by local residents • Associated with local charities (Butler County Humane Society) • Exposure! In 2012, 900+ attendees • Grows by 50 new people every year

  18. Sampling Tray Ideas • Take sampling trays to local businesses in the Cranberry area and showcase your food. • Focus On Large Corporations • Westinghouse • Verizon • MSA • CBRE • H&R Block, Inc.

  19. Host Community Meetings • Private atmosphere • Initial groups in Cranberry: • Cranberry’s MOMS Club • Parents of sponsored Teams • PTA groups • Local Bible study • Active community members Taziki’s Cafe Hold your next social event or meeting here!

  20. Cranberry CUP • Consists of athletic and social events • Athletic Events • Softball Tournament • Golf Tournament • Social Events • Kick-off Party • Opening Ceremony • Major Sponsor: • Full page color ad in event book • Logo on event tickets and registration table • Promotional giveaways

  21. Cranberry CUP • Kick-off Party Dinner Sponsors 2012 • Luciano’s • House of Chen’s • Buffalo Wild Wings • North Park Lounge • Moe’s Southwest Grill • Bravo! • Aviva • Monte Cello’s • Goodfella’s Pizzeria

  22. Rewards Program • Tweet regularly about specials, customer feedback, relevant information, events, charities. • “Pay with a Tweet” – Tweet about Taziki’s and get a free dessert. • When a certain number of followers are reached, select a winner for dinner for two. • Encourage customers to review and comment on dining experience. Offer rewards for feedback and referrals. • For each re-tweet, Taziki’s will donate a certain amount of money to a charity or child.

  23. Local School RivalsCompetition • Sales competition between local school rivals • Mention a school to add to it’s tally • Winning school receives $1000 • Increased buzz, community involvement, personal relationships “WIN MONEY FOR YOUR SCHOOL!”

  24. Sustainable Business Program Designation Certification Sustainability Categories Energy Conservation Occupancy Programs to Promote Diversity Community-Serving Business Practices Business Policies and Governance Waste Management and Recycling Water Conservation Storm water Management Products and Services • Awarded to businesses that implement sustainable business practices • Shows commitment to local community • Enriches brand perception • Creates positive publicity

  25. Timetable 2013

  26. Budget

  27. Welcome to Cranberry, Taziki’s!

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