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Marketing Plan Book


Welcome to the Most extreme marketing Plan Book Ever! Extreme! Tom Cramer: Business Director Kyle Blum: Promotional Director Eric Landon: Media Planner

Adam Ryan: Account Planner

This marketing plan book presents internal analysis of Laughing Planet CafĂŠ (henceforth referred to as LPC), the industry in which they occupy and the macroenvironment in which they operate. Turn pages with extreme care.

Rachel Hom: Creative Director

Team Best for client

T

able of contents

Situation Analysis.................................................................................... 2-5 Geographics................................................................................................... 6 Spend Cycle................................................................................................... 7 Spend Money to Make Money............................................................... 8-9 Strategy................................................................................................. 10-14 Executions............................................................................................. 15-19 Promotions............................................................................................ 20-23 Farewell........................................................................................................24


S

ITUATION ANALYSIS

VS.

FAST FOOD

FOOD FaST

The growth of the fast-casual service model and the addition of curbside service to full-service restaurants has created a dual concept: food fast.

2

Consumers expect restaurant meals to be served quickly with a greater emphasis on flavor, quality and ambiance. This means faster, more convenient service and more nutritional meal options from the restaurant industry as a whole.

The restaurant industry is no longer divided into clear-cut segments

Consumers report that their idea of places offering “fast food” has expanded to include fast-casual restaurants. These include: Panera Bread, Chipotle Mexican Grill, Café Yumm! and full-service restaurants offering carry-out and curbside service. Consumers are more empowered than ever before. They know that everything is negotiable; they know that their time is valuable; and, they know that simplicity is complicated. Consumers have nearly unrestricted access to a wide range of goods and services. Consumers want increased levels of taste and flavor, food preparation techniques, cleanliness, service, comfort, and portion size. They are becoming increasingly sophisticated, demanding, and cynical but they still recognize the advantages of the “good food fast.”

Consumers’ 5 food needs

1 Taste

convenience

2 Health 3 value 4 5 Ego

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LPC customers are...

Achievers achieve! They have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect their focus. Life is structured around family, work, and community organizations. Achievers are active in the consumer marketplace because image is so important. They favor established, prestige products and services that demonstrate their values to their peers. They live busy lives and are always seeking the newest variety of time-saving devices, as long as it doesn’t compromise core values.

Innovators Achievers LPC customers are...

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Innovators are innovative! They are successful, sophisticated, take-charge people with high self-esteem. They are change leaders in their communities, active consumers, and their purchases reflect cultivated tastes for niche products and services. Image is oh so important, not as evidence of status or power but as an expression of taste, independence, and personality. Innovators are among the established and emerging community leaders, yet they continue to seek challenges. Their lives are characterized by variety.

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G

eographics

Population: Oregon Eugene 97402

3,790,060 143,356 48,954

Education Levels (adults over 25): Oregon Eugene 97402

Oregon provides a great environment for Laughing Planet’s organic-based values, especially in Eugene. There are many people who value organics and strive for their own type of sustainability. Laughing Planet’s demographics are broken down into three different categories: Oregon, Eugene and the West Eugene 97402 Zip Code, which includes their location on Blair Street, in Eugene.

Gender: Oregon Eugene 97402

85.1% HS Diploma, 25.1% Bachelors + 90.5% HS Diploma, 15.8% Bachelors + Unavailable

Women: 50.3% Men: 49.7% Women: 51% Men: 49% Women: 50.1% Men: 49.9%

Average Income: Oregon Eugene 97402

$48,735.00 $35,850.00 $36,812.00

Average Commuter Time: Oregon Eugene 97402

22.2 Minutes 17 Minutes Data unavailable

% of Population Below Poverty Line:

6

Oregon Eugene 97402

13% 17.1% 20.7%

According to LPC execs, annual sales look similar to a bell curve with peak sales coming in the summer months. LPC credits this peak to the coinciding good weather. Competitor sales data from 2006-2009 reinforces this observation; the majority of their revenue is generated during the third and fourth quarter (roughly from JuneDecember - aka “Back to School). Primary research (consumer interviews) demonstrates that 49% of the control group eats at LPC at least once a week, with 23% stating that they eat at other restaurants falling under the fast-casual category at least one additional time per week. Of all individuals surveyed, 36% of all meals eaten are eaten away from home and to that end one-third of the individuals interviewed regularly utilize a take-out window. Similarly, efficient ordering and carry-out options have strong appeal. Call-ahead ordering for pickup, separate take-out stations, and curbside service interests consumers, respectively.

S

pend Cycle


There are three major categories of media that must be utilized in this campaign: traditional, social/electronic and alternative.

S

pend money to make money March

April

May

Eugene Weekly

The traditional subset will focus on print periodicals circulating Eugene. The social/electronic subset will reference the utilization of the rapidly growing internet social networks. The alternative will encompass the remaining ideas that may not be linear, but are invaluable to impactful marketing. Alternative media outlets would include the UO student survival guide and a non-traditional campaigns executed as guerilla and grass roots marketing.

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X

Eugene Magazine Pop-Up Book Social Media

X

July X

Aug. Sept.

Oct.

Nov.

Dec. Jan. Feb.

X

X

X

X

X X

Bus Shelter Google Search Optimization

June

X

X

X

X X

X

X

X

X X

X

X

X

X

X

X X

X

X

X

X

X

X

Pricing

Pertinent Misc.

Competition

Register Guard

61,865 (daily)

$30.83 (per column in.)

Highly educated market, special rates for restaurant advertising

Chicken Bonz, Fisherman’s Market, Dickey Joe’s

Eugene Weekly

40,123 (weekly)

$222-$352 (quarter pg.)

Publishes the “Best of Restaurants” list.

Sy’s, Kona Cafe Dog-In-A-Box

Lifestyle magazine that focuses on Eugene

Cornucopia, Sushi Station, Toasted Herbs

University of Oregon Student Newspaper

No Competitive Presence

Name

Circulation

20,000 Eugene Magazine quarterly)

X X

Traditional Media costs

X

X

The following is an allocation of a $25,000.00 marketing budget for LPC. These media choices and their assigned allocation will provide the highest value and yield the greatest return. The table “LPC Budget Projection” displays the cost and exposure of each media choice.

Daily Emerald

10,000 (daily)

$727-$839 (quarter pg.) $11.75 (per column in)

competitor social media CafeYumm!

Chipotle

Tasty Thai

Facebook

4521 Fans

559,839 Fans

12 Fans

Twitter

1107 Followers

>1,000 threads

N/A

Blogs, Posts, Misc

Posts about food and sustainability

N/A App. to order from Iphone Posts about good experiences.

LPC

Budget projection

Media

Cost

Eugene Weekly (1/8th Page 7 Placements) Eugene Magazine (1/8 Page 4 Placements

$3,388.00

Newsletter (In-House Pop-Up Book)

$5,000.00

Social Media (Twitter and Facebook)

$0.00

Bus Shelter (4 Placements a Year)

$1,250.00

Google Search Optimization

$500.00

Fundraisers

$3,500.00

Merchandise

$1,000.00

Events

$4,500.00

Other Promotions (Bird house project etc.)

$1,000.00

Total Budget

$23,046.00

$2,908.00


s

trategy

LPC has built a small but strong base of core customers. They are repeat purchasers and have a high level of attachment to the product, service, and mission. These customers are LPC loyalists and advocates. So what’s our goal? Continue to retain these customers by legitimizing their purchases at LPC beyond the surface of the food and empower them with the information to recruit like-minded consumers. Reasons for developing and retaining these advocates: • Branding: The cost of achieving branding through traditional means – print and television – is prohibitive for LPC. In our marketing structure, effective branding is done at a reduced cost on a one-to-one basis. • Avoiding Suspicion and Cynicism: Consumers are more and more suspicious of advertising than ever before. Consumers have developed highly sophisticated B.S. radar. All marketing efforts will be planned to provide word-of-mouth capabilities.

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• Consumer Focus: Building a highly loyal customer base cannot be done as an add-on. It must be integral to a company’s basic business strategy. Another way to say this: Give your customers something to brag about. This bragging is what creates curiosity in the market. • Profit Generation: The companies with the best retention rates also earn the best profits. It generally costs 4-6 times more to attract a new customer than to keep an existing one. Consumer advocates can outspend average customers 4:1. Begetting advocates could lead to 16-24 times the profit of acquiring new customers. • Cutting Acquisition Costs: Even if LPC Advocates do not generate customers directly at no cost, LPC can target people who are just like their best customers. This will allow LPC to eliminate less effective sources for acquiring new customers. • Upgrading New Customer Quality: In most cases, these new customers will have mirror profiles of current LPC customers. If the marketing is executed correctly, they will not be acquired through discount pricing or ridiculous premiums. • Vested Interest: LPC advocates think they are the best. They have a vested interest in keeping the company alive so that LPC will always be there to serve them.

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The LPC campaign must be driven towards an audience that looks, acts, and feels like LPC customers. The target audience is two-fold. The first subset can most efficiently be described as University of Oregon students. The opportunity is to branch out LP’s core customer base to the huge population of students with LOHAS (Lifestyles of Health and Sustainability) values in the Eugene Market.The problem is convincing them that LPC is worth the trip across town. The second subset is the LOHASs. They are young singles/couples and established families with moderate incomes. While they share similar core values with the mission and goals of LPC and its executives, they are more importantly, community-minded and outwardly-driven people who put a great deal of worth on the authenticity of what goes in and on their bodies.

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The emphasis of the campaign is the core food served by LPC with secondary imagery and emphasis placed on fostering community health. Execution requires quality images that are seen through credible media and express a genuine tone. The ideal medium combines quality imagery with the opportunity to communicate genuinely by demonstrating an interest in the food culture and overall community wellbeing. If Laughing Planet CafĂŠ truly has a message to deliver, then there is no replacement for direct, honest communication. Perception/Tone/Guidelines: 1.) Dynamic, experienced, contemporary, exciting, fun, communicative, cooperative 2.) Down-to-earth, high community visibility 3.) Use current LPC marketing & branding efforts in a new and different way 4.) Information should have a fresh and conversational tone 5 .)Everything is easy to navigate and find additional information about quality food choices

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Because LPC’s message will be delivered across a variety of media channels it is important to have a clear, unifying message. While the competition is all but transparent in the composure of their food and advertise in traditional channels to reach average consumers, LPC will open the consumer’s curiosity and care for the community the same way they do. In response to the core consumer’s spirited curiosity and competitor’s lack of heart, LPC will approach creative and promotional executions of their campaign with the concept “What’s Inside?” It’s fun, curious, and intelligent. What’s inside a community? What’s inside the soil that grows Smart Beans? What’s inside your stomach? What’s inside your burrito? The “What’s Inside?” campaign allows LPC to focus on any range of topics while maintaining their unique, quirky attitude.

14

E

xecutions The concept will be carried out throughout the brand, incorporating in-store and outdoor advertising. Outdoor and interactive advertising are particularly key in the execution because we want to go beyond posing a question, to provide an answer, thereby opening a dialogue with advertising. The “What’s Inside?” campaign will reach an ideal audience, edge out soulless competition, discuss what’s important to the food industry and community health, and have fun all at once.

15


Print

outDOoR


What’s inside?

?edisni s’tahW

The only thing more boring than waiting for the bus is waiting for the bus with nothing to do. Now people with the gumption for public transportation can pass the time learning the ins and outs of LPC burritos.

Hint:

answer:

It’ s th e b u b b a b u r r ito.

outside Outside

I t’s th e ch e gu av ara b u rri t o .

Grilled Chicken • Local Sweet Corn • Pintos• Rice • Tillamook Jack Cheese • Spicy Barbeque Sauce • Pico de Gallo

from Laughing Planet Cafe on 7th and Blair

Inside Inside

a ns w e r :

H int:

th e mea l of your li fe.

F ant as t i c b o d y f u e l !

Black Beans • Sweet Potatoes • Organic Brown Rice • Onions • Cilantro • Tomatoes • Plantains

from Laughing Planet Cafe on 7th and Blair

outside Outside

window

?edisni s’tahW

posters

What’s inside?

Inside Inside


Promotions enhance LPC’s exposure in Eugene and strengthens community ties. Bean Boxes: Imagine...hanging from rafters and perched on counters are small dried been boxes. For every burrito, bowl, or salad purchased the customer gets a bean. They place bean in the box of their choice - each box representing a non-profit group in Eugene. For each bean, LPC vows to donate $.05 to the cause of the box. The customer’s choice fosters a greater sense of community by getting LPC involved in their favorite non-profit groups. Ideas include: UO Anthropology Department (monkeys), UO Cycling Team, Grassroots Garden, Center for Appropriate Transit, etc. Together the customer and LPC share in the success of their community.

T-Shirts: Ever been to In-N-Out? Did you get a shirt? Of course you did. It’s proof of your dedication to the Americana cause. If burgers, shakes, and animal-style fries can do it, then burritos can too. The t-shirts create a fan following of dedicated LPC customers. Word of Mouth advertising is the best form of it, and when Laughing Planet enthusiasts want to promote the restaurant in a fun and funky way, they really coincide with the personality of Laughing Planet.

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K

razy Kit

It’s important to keep in touch with media outlets. That’s why LPC has taken the time and effort to produce a media kit. But what about consumer kits? It’s important to outfit LPC consumers with the kind of information they can take home to persuade friends and indoctrinate family. Thus, the “Planet Advocate’s Pop-Handbook” is born. The “Planet Advocate’s Pop-Handbook” is a pop-up book filled with LPC wisdom, burrito history*, and information about supporting the sustainable food market.

*Burrito History (copy example) Praise the Aztecs! Between Mesoamerican domination, pyramid construction and peyote-induced trances, the Aztecs used corn tortillas to wrap and transport meals. It was a deliciously convenient way to wrap duck, turkey, seafood, insects (they’re surprisingly high in protein), avocados, tomatoes, mushrooms, chilies, and even chocolate. Fast forward a few hundred years, and a vibrant, spicy fusion cuisine developed, still mainly based on corn, but incorporating all sorts of culinary ideas. In the northern state of Chihuahua, Mexico corn grows poorly but wheat grows very well. In the late 19th century, an unsung farming hero created the first flour tortilla. Shortly thereafter, someone rolled that tortilla around some meat and named it a burrito (burritos are fat and cute baby burro colts that serve as pack animals). It was a triumph of culinary ingenuity. The burrito has certainly made up for lost time. Everywhere it goes it acquires new fillings and toppings that are even more alien than its last stop. These days we eat burritos that cross all cultural lines. Given the history of the burrito and the way that the once simple formula has been embellished over the years, it’s safe to ignore the claims of burrito purists that one recipe is the unadulterated and authentic burrito by which all others should be measured. The burrito has always been a platform for creativity. At Laughing Planet Café we believe that what you like is what’s inside.

“Planet Advocate’s Pop-Handbook”

D

uring a visit to downunder, a group of radical environmentalist friends and several Australian Aborigines gathered on a mountain to look over a modern city stretching out in all directions. Asked to describe what they saw, the environmentalists agreed that the sprawling city, and the civilization that built it, was a kind of cancer eating away at the planet.

Mankind threatened the very biosphere that supported all life.

“What you see is not a cancer,” one man said.

“But more a scab, a surface wound at worst. One day, when the earth is truly tired of humanity’s shenanigans, it will laugh heartily and shake all of this loose from its surface. Do not worry about the planet”, they chuckled, “it surely finds your civilization to be very funny, and in the long run, it will take care of the problem itself”.

The Aborigines, surprisingly, were far less worried about what they saw stretched out below them.

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F

arewell LPC is an institution that is more than simply a restaurant. It is a part of the community with a distinct personality and values. All recommendations made embrace that philosophy and align with the core mission and values of LPC. LPC’s high level of quality couple with their fierce sense of resolution and dedication is the message that this plan book will stress - that LPC is a business that is intricately tied to the community and has a sincere interest in the overall welfare of society.

Books Advertising Campaign Planning. Jim Avery. Published by the Copy Workshop, Chicago, IL, 2000. Market Based Management: Strategies for Growing Customer Value and Profitability. Roger J. Best. Published by Prentice Hall, Hudson, NY, 2004 (3rd edition). The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Frederick Reichheld. Published by the Harvard Business Press, Boston, MA, 2001.

Websites http://www.fastcasual.com http://www.restaurant.org http://www.google.com/finance http://www.wikipedia.org http://www.chipotle.com http://www.yum.com http://www.jackinthebox.com www.census.gov www.city-data.com


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LPC Plans book