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Olivier’s sandwiches promotion strategy project

My project for Marketing Promotion Class

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Olivier’s sandwiches promotion strategy project

  1. 1. Oliver’s Sandwiches Team Sandwiches – 6 Month Campaign CAMERON PILO, VINH MAI, ALEX KOSHILEVS MARKETING PROMOTION MANAGEMENT – MKT 364 CENTRAL WASHINGTON UNIVERSITY - TREGG FARMER NOVEMBER 21, 2015 1
  2. 2. Table of Contents 1. Title Page 2. Table of Contents 3. Agency Philosophy 4. Executive Summary 5. Review of Marketing Plan 6. Industry Background 7. Company Snapshot 8. Description 9. Perceptual Map 10. Category Development Index 11. Competitive Review 12. Competitor Review 13. Buyer Analysis 14. Marketing Goals 15. Promotional Program Situation Analysis 16. Review of Past Programs 17. IMC Objectives 18. Creative Recommendations 19. Media Recommendations 20. Media Recommendations pt. 2 21. Media Recommendations pt. 3 22. Media Mix Recommendation and Rationale 23. Media Mix Recommendation and Rationale pt. 2 24. Media Flowchart 25. Budget Breakdown 26. Sales Promotional Recommendations 27. Internet Recommendations 28. Internet Recommendations pt. 2 29. Internet Recommendations pt. 3 30. Internet Recommendations pt. 4 31. Public Relations Recommendations 32. Campaign Flowchart 33. Measure and Evaluation 34. Budget Summary 35. Conclusion 36. Appendices 2
  3. 3. Agency Philosophy  At an agency, we believe in creating marketing plans as unique as each our clients. We focus primarily on smaller, locally- and family-owned shops, where marketing and advertising may not be the number one priority. We believe in providing the highest quality of service to these shops in a cost- effective manner. 3
  4. 4. Executive Summary 1. Major Target Audience:  Local with the ages 18-40 within Milton areas 2. Time Period:  January – June (2016) 3. Campaign Objective:  We want to attract the locals and increase brand awareness for Oliver’s Sandwich. 4. Campaign Slogan: “The tasty sandwich you will really want ever!” 5. Overall Budget Total: $7500 6. Evaluation Program:  We will provide surveys and questionnaires for new incoming customer to see if they want to return. 4
  5. 5. Review of Marketing Plan IMC - PART 1 5
  6. 6. Industry Background  Revenue: $22 billion  Annual Growth in 2010 – 2015: 2.4%  26,740 Businesses employing 518,188  Current Trends:  Excelled within the last 5 years from recession recovery.  Created new menu items to capitalize on societal awareness of high fat diet health risks. 6
  7. 7. Company Snapshot  Oliver’s Sandwiches  Local & Independent  Residents and workers (Ages 18 – 40) in local area (Milton & Edgewood)  High-quality sandwiches with unparalled customer experience  Increase brand awareness  Large volume of loyal customers but lack of awareness hinders new customer potential. 7
  8. 8. Description Strengths Weakness Opportunities Threats Unique Recipes & Variety Price Point Improve Customer Service Increased Cost Fresh Ingredients No Nutritional Information Discounts during Non-Peak Hours Subway Nearby Good Location Long Waits Better Signage Recessions may reduce lines of credit for owner. Loyalty Program Low Visibility Better Advertising Loss of Lease  Key Benefits  Healthy alternative from fresh ingredients  Unique and varied menu  Family Owned  Brand Image:  Positive Reviews  Won 2013 Tournament of Sandwiches  Best of Western Washington in 2015 from King 5  Positioning: High-quality sandwiches with unparalled customer experience 8
  9. 9. Perceptual Map 9 Wide Choices Limited Choices Junk Food Healthy MD SW W I&O PH BK KF C OS Legend Oliver’s Sandwich OS Subway SW McDonalds MD Pizza Hut PH Burger King BK Kentucky Fried Chicken KFC Wendy’s W In & Out Burger I&O
  10. 10. Category Development Index 10
  11. 11. Competitive Review  Industry: Subway, Quinzos, Jimmy Johns  Local: Subway, Taco Time, Dairy Queen, Domino’s Pizza, McDonalds  Indirect: Safeway, Haggen, 7-Eleven 11
  12. 12. Competitor Review  Residents and workers (Ages 18 – 40) in local area (Milton & Edgewood)  Positioning: Healthier option for fast food customers priced higher to promote value. “Eat Fresh”  Franchise Capital Requirements: $116,200  Apart of Subway’s overall advertising campaign. Currently, “The Bigger, the better”  Day-to-Day Foot long Selection and Monthly Specials  Public relations are affected by Jared Fogle scandal, not evolving to meet their competition  Message Strategy: Considered the leader of Healthy choice food options in a fast casual dining.  Media Strategy: Mass Media, Digital Media, Print, Out-of-Home, Social  Overall Assessment: Caters to the same demographics within the area with the advertising and promotion of Subway restaurants as a whole but are susceptible to public relation controversies. 12
  13. 13. Buyer Analysis  Consumers between the ages of 18 – 40, in the area of Milton/Edgewood or those willing to travel, looking for a healthy and unique sandwich to fit a busy on the go lifestyle.  Buying Decision Process:  Functional Need: Hungry consumer  Information search: Internally, dependent on consumer’s past experience. Externally, google and yelp reviews.  Alternative Evaluation: Must consider what’s in the surrounding area and what the consumer has time for.  Purchase Decision: Making a selection within the evoked set (Subway and Oliver’s, that fits the consumers needs: on the go, healthy, and unique.  Post-Purchase Behavior: Evaluation of the purchase: Subway has more potential choices through customization. Oliver’s has more unique menu items. 13 Awareness Familiarity Consideration Purchase Loyalty Advocacy* Consumer Funnel Status (*): Many loyal customers, however, need more advocacy in order to create more awareness for new customers.
  14. 14. Marketing Goals  Increase awareness of the business by focusing on digital and social channels  Increase website visits through Google AdWords  Increase Facebook Likes through Facebook Ads and Promoted Posts  Maintain brand trust through engagement on various social channels, including Facebook, Twitter, YouTube, and Yelp 14
  15. 15. Promotional Program Situation Analysis IMC – PART 2 15
  16. 16. Review of Past Programs  Advertising Budget: $7,500 / 6 months  Promotional Mix: Social Media (Facebook, Yelp, Google+)  Media Strategies: Social and Hand of Mouth. 16
  17. 17. IMC Objectives  Awareness  The objective of the campaign is to increase awareness of the business to increase foot traffic during non-peak hours. We recommend focusing on social and digital channels, as well as engaging with loyal customers to increase advocacy of the business.  We recommend focusing on social and digital channels because of the low-cost. As a single shop, the business does not have a large media budget that allows for print or television advertising or large out-of-home initiatives, such as billboards. 17
  18. 18. Creative Recommendations  Advertising Objectives:  Increase awareness of the business by communicating its key differentiators from the competition, including its award-winning healthy and unique sandwich options. This message will appeal to hungry people who like good-tasting food. By using previous accolades (Tournament of Sandwiches winner), we position the business to be of a higher standard and quality. 18
  19. 19. Media Recommendations  Digital Channels  Google AdWords targeted to people in Milton/Edgewood between the ages of 18-40  The News Tribune Flyerboards showing all customers of the Tribune the business while checking the news. 19
  20. 20. Media Recommendations pt. 2  Social Channels  Facebook Ads targeting users with an affinity towards sandwiches shops, healthy living, and food connoisseurs in Milton/Edgewood between the ages of 18-40  Twitter posts highlighting specials, running contests, and interacting with customers  YouTube videos promoting the business and highlights  Yelp – monitoring reviews and engaging with customers to maintain good customer relations and build brand trust 20
  21. 21. Media Recommendations pt. 3  Print Media Consideration:  The Tacoma News Tribune Ad Space Pricing with 26 week commitment:  Monday or Tuesday 2 col x 4 @ $20 pci = $160.00 per ad x 26 weeks = $4,160  Any other day 2 col x 4 @ $42.68 pci = $341.44 per ad x 26 weeks = $8,877  Puyallup Herald Ad Space Pricing with 26 week commitment:  Wednesday's 2 col x 4 @ $9.47 pci =$78.32 per ad x 26 = $2,036  Given the pricing of print media, we have decided to forego print media as a form of advertising and decided to use The Tacoma News Tribune digital option as a substitute. 21
  22. 22. Media Mix Recommendations and Rationale  Digital Channels  Inexpensive and within small business budget  Low budget and uses pay-per-click model, so not spending money needlessly  Shorter lead time between planning and start of campaign  Highly visible search results through most used search engine 22
  23. 23. Media Mix Recommendations and Rationale pt. 2  Social Channels  Inexpensive and within small business budget  Shorter lead time between planning and start of campaign  Already established channels: Facebook & YouTube; Easy to create new channels: Twitter  Options for free and paid advertising 23
  24. 24. Media Flowchart Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Total Spent Digital Advertising $450 $450 $1000 $1000 $1000 $450 $4,350 Social Media Advertising $525 $525 $525 $525 $525 $525 $3,150 $7,500 24
  25. 25. Budget Breakdown  Total Budget: $7500 for 6 months  Google AdWords: $2700  Facebook Ads: $2700  Facebook Promoted Posts: $450  The News Tribune Online Flyerboard: $1,650 for 3 months. 25
  26. 26. Sales Promotion Recommendations  In addition loyalty program, we recommend a weekly special during the hours of 2 – 5 pm to increase sales outside of the peak lunch hours  By providing a discount, it will bring in new customers and will introduce them to the sandwiches.  They will be on the loyalty program, which incentivizes repeat future orders  Our loyal customers will then become advocates and increase awareness by word of mouth  Budget: N/A within the IMC as it was accounted for in the operations budget and already in effect. 26
  27. 27. Internet Recommendations  Google AdWords  Use targeted ads to specific keywords to drive visits to the website  By focusing on the small target segment, we ensure a lower budget due to low competition by other sandwich shops  Daily Budget: $15/day • $450/month • $2700 total  Budget is based on PPC model  May not reach daily budget in the first two months as we develop ad position based on Google algorithm  Budget can be re-allocated to later months if necessary 27
  28. 28. Internet Recommendations pt. 2  Facebook Ads/Promoted Posts  Facebook Ads  Target using interests relevant to the business including affinity towards sandwiches shops, healthy living, and food connoisseurs  Target to Milton and Edgewood zip codes  Target males & females between the ages of 18-40  Budget: $15/day  Estimated Reach: 1500 – 3500 people  Promoted Posts  Promote existing posts on Oliver’s Sandwiches’ page  Budget $15 per post 28
  29. 29. Internet Recommendations pt. 3  The Tacoma News Tribune Online Flyerboard  Potential customers will notice flyer for restaurant when checking the news online.  Purchase flyerboard space running 7 days a week for 3 months. Price per ad is discount when purchased in bulk.  $137.50 each ad running for 7 days a week • pack of 4 = $550/Month  $550 a month • 3 months = $1,650 29
  30. 30. Internet Recommendations pt. 4  Twitter  Open a Twitter account to engage with customers and acquire new customers on a different social channel  Posts about the sales promotion (daily specials)  YouTube  Continue to make YouTube videos for promotion; highlighting accolades and unique sandwich creation.  Yelp  Maintain brand trust by responding when necessary (see Public Relations Recommendations) 30
  31. 31. Public Relations Recommendations  Social Media  Build and maintain brand trust and awareness on social channels, including Facebook, Twitter, and Yelp  Respond to comments/reviews when necessary  Maintain a consistent, yet friendly voice across the channels to build trust among fans  Work with key advocates who are social media influencers to spread word about the business 31
  32. 32. Campaign Flowchart Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Total Spent Google AdWords $450 $450 $450 $450 $450 $450 $2,700 Facebook Ads $450 $450 $450 $450 $450 $450 $2700 Facebook Promoted Posts $75 $75 $75 $75 $75 $75 $450 TNT Online Flyerboard $550 $550 $550 $1,650 $7,500 32
  33. 33. Measurement and Evaluation  Website Visits  Increase by 25%  Facebook Likes  Increase by 25%  Twitter Followers  Establish a following with 500 followers  Yelp Reviews (3.5 Stars and above)  Increase by 25% 33
  34. 34. Budget Summary Digital Social Totals Amount of Budget: $4,350 $3,150 $7,500 % of Budget: 58% 42% 100% Digital Social Google AdWords $2,700 Facebook Ads $2,700 Facebook Promoted Posts $450 TNT Online Flyerboard $1,650 Totals $4,350 $3,150 34
  35. 35. Conclusion  In conclusion, Team Sandwich believes that we can increase awareness for Oliver’s Sandwiches through various digital and social media channels and campaigns. These campaigns are designed to be low in cost, yet highly effective for the client. We believe that their strengths, such as high- quality and award-winning sandwiches, will provide a solid foundation for marketing efforts in paid digital and social media advertising.  The campaigns will run for 6 months within the budget of $7500 across multiple channels. We will continue to test and iterate through the 6 month campaign to improve efficiencies and lower spending. 35
  36. 36. Appendices  Current Market Share:  Subway: 62.4%  Jimmy John’s: 6.8%  Other: 30.8%  Quiznos: 3.7%  Jersey Mike’s Subs: 1.8%  Firehouse Subs: 1.5%  Oliver’s Sandwiches: 0.0025% 36

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