Bunaken Dreams Food Truck Marketing Plan

BINUS INTERNATIONAL MARKETING MANAGEMENT FINAL PROJECT Darilaji Saksomo 1412416453 David Adrian Talaha 1412415394 Ferdy Yanaputra 1412415116 Ricky 1412416352 Yudith Wahyuni 1412416674

I

EXECUTIVE SUMMARY

Bunaken Dreams is a private owned

old who wants a healthy and nutritious

enterprise company, running in the

food. Bunaken Dreams uses local

Central Business District of Jakarta,

ingredients and provides gluten-free,

and operating out of a custom built

contaminant-free products for those

food truck. With food truck nearby the

with special dietary needs.

central business district, employee,

Bunaken Dreams operate 6 days a

ofďŹ ce worker, public worker, and

week, serves lunch and dinner each day,

people nearby did not have to walk

and operate from 10.00 PM to 02.00 AM

too far to take a bite.

specially for Friday and Saturday nights.

Bunaken Dreams provides prepared

All foods are ready to served in less

foods that have a distinctive taste of

than 5 minutes.

the city of Manado for the young and

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II

TABLE OF CONTENTS

1 3 6 7 7 8 8 9 11 12 13 14 15 16 19 20 21

Executive Summary Table of Contents Company Overview Business Mission Business Objectives Marketing Objectives Marketing Strategy

Competitor Analysis SWOT Analysis Strength Weaknesses Opportunities Threats

Product Offering Key to Success Marketing Strategy Segmenting 4

Demographic Geographic Psychographic Behavioural Targeting Positioning

Promotion Channel Marketing Mix Products, Place, Price Promotion, People Process, Physical Environment

Financials Break-Even Analysis Sales Forecast Controls Implementation & Controls

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22 22 22 22 23 24 25 27 28 29 30 31 33 34 37 38

III

COMPANY OVERVIEW

BUsiness Mission

Bunaken Dreams is a single business line which is food truck. The mission is to provide prepared foods that have a distinctive taste of Manado for the young and old who want a healthy and nutritious food. The distinctive taste of our prepared food composed of various nature ingredients based on our uniquely designed recipes.

Business Objectives

The mission leads to a number of objectives including business objectives and marketing objectives. The business objective is to capture new market segments of Manado food buyer that promise higher yields and better prospects to the business in the future. These market segments are located on a number of areas such as nearby ofďŹ ce buildings, schools, campuses, and others where newly experience Manado tasting are. Our food truck going to serve these market segments during lunch time.

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Marketing objectives

The marketing objective of this business is to establish ourselves as a great place to eat, where customers can count on mouth-watering menu without spending their entire lunch hour waiting for food. Customers can experience Manado cuisine in a comfortable place with faster service as well as more affordable price than other places.

In addition, we want to establish our kitchen as a trusted contaminant-free space where customers needing gluten free options can dine comfortably.

The feeling of comfortable to customers are what we are expecting them to experience when having our prepared foods.

Marketing Strategy

The marketing strategy of Bunaken Dreams is developed to support our marketing objectives. To focus up our new market share, we will implement our segmenting, targeting, and positioning strategy. Our targeted core segments are people whose aged at least 18 years old working as employee or government employee around Sudirman Central Business District. Our promotion channel to promote the business will be magazine, newspaper, ier and social media where social media seen to be the most effective one.

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IV

COMPETITOR ANALYSIS

Bunaken Dreams competitors are fellow food truck vendors across Jakarta. While there are no food trucks that sell Manadonese cuisine, there are a few brick and mortar competitors selling a common Indonesian food such as: Rumah Makan Sederhana, Warung Tegal, Kantin-kantin, etc. Bunaken Dreams enter the market as Manadonese food cuisine and place itself as a unique competitor to the market.

In SCBD itself, the existing food trucks are Taco Trucks, Loco Mama, Jakarta Food Truck, Retro Gourment, Food Stop, and Tobanco Coffe; with most of them are selling a unique and speciďŹ c style of food. The weakness of some food truck operating in SCBD is they are not preparing their food on the truck, placing a limitation on how much they can sell in one shift.

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V

SWOT ANALYSIS

Strength It’s a mobile business that allow us to travel

As well as offering already established

to clients.

products that people know.

Provide business to unlimited boundaries

Opportunity to work nights for example on

and are able to move to where the demand

the weekends delivering to customers.

is and potential market.

An application (iOS, Android, Blackberry,

It is a business that offers a high level of

Windows phone) will be available which

personal customer service as we travel

can be accessed by all, showing all of the

directly to the customer.

areas that we will be going to on that particular day.

An extensive range of events such as sporting events, birthdays, weddings, shows

Our business will have a website and

and concerts can be catered for.

Facebook, Twitter, Path, Pinterest or social media where bookings can be made for us

Our business offers a variety of choice in our

to come to customer events.

product for example selling red rice as an

Offering reasonable and competitive prices.

option for healthier food.

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Weaknesses Lack of established reputation. Because

Only a small business which means we can

we are a new business it is important to

only target speciďŹ c areas. The areas that

establish a good reputation with the

we target need to be appropriate and

general public.

supply us with enough income area.

Reputation can be the difference between

Can only carry a limited amount of stock.

success and failure. In order to be

We need to make sure that we have

successful, Bunaken Dreams will form our

enough for busy hours.

reputation by the personal experiences.

Sometime have some issued with local ofďŹ cials.

Need to move away from just targeting working people as we are able to be more

No licensed business.

successful targeting other people as well.

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OPPORTUNITIES

first

second

third

There are many opportunities

Although we are starting off

There is opportunity to march

for our business to grow in the

small we are looking at

the broader community with

future like franchise, open

expanding and growing our

healthier options and products

restaurant, and expand to

business when more income is

available instead of just

other city outside Jakarta.

coming in which means we will

targeting on working people

be able to target more areas

we also want to appeal to

(e.g. opportunity to increase

family, youngster and the older

mobile vans or food truck).

target market.

fourth

fifth

Ever changing technology that

High viability of transports and

will allow us to improve our

routes.

product quality and offer more variety.

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Threats Competition from similar businesses operating either in the same location or surrounding areas we see our main competitors to be other food trucks such as Loco Mama, Jakarta Food truck, Taco Truck, Retro Gourmet and supermarkets, small restaurant in the local areas such as Rumah Makan Padang or warteg. We will make sure that we are constantly observer other competitors in order to improve our business.

A threat could be ďŹ nding out where the client is, so we have to make sure we have a calendar for all of the events during the year.

Rainy season.

Downturns in the economy.

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VI

PRODUCT OFFERING

Bunaken Dreams offers variety of Manadonese food and snack such as:

Not only food, Bunaken Dreams also offers snacks such as:

Tinoransak

Kue Apang

Ikan Woku Belanga

Kue Lampu-lampu

Tuturuga

Kue Balapis

Ikan Tude

For drinks, Bunaken Dreams offers:

Sayur Campur Khas Manado Kangkung Rica-rica

Aqua botol 330 ml

Garo Pepaya

The Kotak 250 ml

Terong Rica Rodo

Bunaken Dreams sells package for: Paket Hemat 1 (1 rice + 1 meat/fish + 1 vegetable) Paket Hemat 2 (1 rice + 1 meat/fish + 2 vegetable) Paket Wah 1 (1 rice + 2 meat/fish + 1 vegetable + Aqua) Paket Wah 2 (1 rice + 2 meat/fish + 2 vegetables + Aqua)

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From top left to right: Tinoransak, Ikan Woku Belanga, Tuturuga, Ikan Tude Rica, Terong Rica Rodo, Garo Pepays

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VII

KEY TO SUCCESS Establishing a good relationship with customers is the key to success. Excellent service combined with good quality, local ingredient, and healthy choice menu are main factors to ensure customer satisfaction. In addition of serving and providing high quality food, Bunaken Dreams also seek to understand our customer to create better understanding of what our customer need.

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VIII

MARKETING STRATEGY

Segmenting DEMOGRAPHIC 1. Sex

Male Female

2. Age

Active youngster: 18 -25 yrs old Adults: 26 – 50 yrs old Senior: >50 yrs old

3. Occupation

Public Servant Employee Entrepreneur

4. Income

< Rp. 1.000.000,00 Rp. 1.000.000,00 – Rp. 2.799.999,00 Rp. 2.800.000,00 – Rp. 4.999.999,00 > Rp. 5.000.000,00

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GEOGRAPHIC 1. Region

Java island

2. Cities

Jakarta

PSYCHOGRAPHIC Resources

Believers: prefer Indonesian brand and product Strivers: prefer stylish product Makers: prefer indonesian product with functional purpose Survivors: prefer they favorite brand or product

BEHAVIOURAL Occasions

Eat every day Accordingly once a week Rarely once a week 22

Targeting We make an assumption our food truck move to 2 different office buildings in a day. For example, one office building contain at least 1.000 employees working there so 80% of them will likely buy food outside while the other 20% bring their own food from home. Out of this 80%, around 75% of them will likely to buy traditional food. And from this 75%, 30% of them prefers Manado food while other 70% prefer on Padang food. Assume, if Manado food are not being sold in this area, then our market share will be this 30% of employees therefore the calculation would be 1.000 x 80% x 75% x 30% which is equal to 180 people in a day in one office building. It means that the estimated size of our customer base if we assumed that Manado food are not being sold in this area would be 180 (people) x 2 (buildings) which is equal to 360 people.

However, if we assumed that Manado food are already being sold in this area by other stalls or restaurants, from the 30% of those who prefer Manado food, only 50% of them will likely to buy from our food truck. Therefore the calculation would be 1000 x 80% x 75% x 30% x 50% which is equal to 90 people in a day in one office building. It means that the estimated size of our customer base if we assumed that Manado food are already being sold in this area would be 90 (people) x 2 (buildings) which is equal to 180 people.

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Positioning Bunaken Dreams is a newly brand of food truck in Indonesia that sells Manado cuisine, cakes, and drinks in an affordable price because nowdays people need more a wide range variety of Indonesian traditional food.

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IX

promotion channel

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CHANNEL

CHANNEL NAME

WHY CHOOSE IT?

TARGET SEGMENT

Magazine

• SWA

• Display higher quality images

• Professionals

• Femina

to allow a clearer picture of

• Urbanite

• Dewi

programs offered

• Middle to high income

• Tempo

• Giving target segment a better idea of the brand

• Kompas

• Allow to reach significantly

• Professionals

• Sindo

more people

• Food variety seeker

Pamphlet /

• Color pamphlet

• Can convey message quickly

• Public

Flier

• Black / White

• Cheaper than any other

• Traditional food lovers

pamphlet

media

• Street food lovers

• Facebook

• Can reach a larger number of

• Public

• Twitter

target segment in a short time

• Professionals

Newspaper

Social media

• Middle to high income

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X

MARKETING MIX

Products Customized dishes

place Buy products from wholesalers or local market.

Create your own lunch.

All the food raw material will be stored at

Menu will be modiďŹ ed on the regular basis.

stockroom or truck.

Bunaken Dreams will specialize in creating

SCBD area, business building complex and

taste of Manado food.

hangout places.

We will also be providing gluten-free, Contaminant â&#x20AC;&#x201C;free options for customers who

Price

have serious dietary needs.

The menu will include the classic meal, dessert,

Price will below the average market price for

cakes, and drinks.

Manado cuisine.

Various value food package.

Added value by great services and better offers.

On board cooking.

Using marketing pricing strategy.

Mobile restaurant with integrated kitchen.

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Promotion

people

Discount booking on e-commerce media

Skilled chef that aware of consumer food

(example: Living social, disdus.com,

trends.

lazada.com).

3 employees will be operate the food truck.

Smart phones apps for live events.

Using uniform with brand logo and colors.

All social media (Facebook, Twitter, Path,

Service guideline.

Pinterest and others).

Hygiene standards.

Food sample.

Flyers providing menu, package, price, contact, daily deals.

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Physical Environment

Process Team that have good skill

The truck will have an appealing design to

fast process.

attract customer.

Provide WIFI and readings (free magazine) in case of waiting.

Free wiďŹ .

All food prepared and in thermal containers.

Full music such as playing top 40 hits.

Constant cleaning (good hygiene).

Provide plastic bench and table.

Provide small tent.

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XI

FINANCIALS The ďŹ nancials will offer Bunaken Dreams ďŹ nancial related overview. Bunaken Dreams will address break-even analysis, sales forecast, and below is the income statement forecast for the following years:

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INCOME STATEMENT FORECAST

YEAR 1

YEAR 2

YEAR 3

3,000,000,000

3,630,000,000

4,392,300,000

Cost of Sales

(926,250,000)

(1,120,762,500)

(1,356,122,625)

GROSS PROFIT

1,830,000,000

2,509,237,500

3,036,177,375

(64,800,000)

(71,280,000)

(78,408,000)

(360,000,000)

(396,000,000)

(435,600,000)

Transport expense

(90,000,000)

(99,000,000)

(108,900,000)

Vehicle maintenance expense

(36,000,000)

(39,600,000)

(43,560,000)

(550,800,000)

(605,880,000)

(666,468,000)

(504,000,000)

(554,400,000)

(609,840,000)

Electricity, water, phone expense

(60,000,000)

(66,000,000)

(72,600,000)

Depreciation expense

(62,500,000)

(62,500,000)

(62,500,000)

Other expense

(24,000,000)

(26,400,000)

(29,040,000)

(650,500,000)

(715,550,000)

(787,105,000)

628,700,000

1,187,807,500

1,582,604,375

(60,000,000)

(66,000,000)

(72,600,000)

568,700,000

1,121,807,500

1,510,004,375

(300,000,000)

(363,000,000)

(439,230,000)

(5,687,000)

(11,218,075)

(15,100,044)

266,013,000

747,589,425

1,055,674,331

Yearly Revenue

Sales Expense: Salary expense Promotion expense

TOTAL SALES EXP General + Adm Expense: Salary expense

TOTAL G&A EXP EARNING BEFORE INTEREST & TAX (EBIT) Interest expense EARNING BEFORE TAX (EBT) Tax expense Income Tax NET INCOME

XII

BREAK-EVEN ANALYSIS The break-even analysis indicates that Rp. 2.000.000,00 will be required in daily sales revenue to reach break-even point.

BREAK EVEN ANALYSIS Daily sales break even

2,000,000

ASSUMPTION Average per day revenue

9,700,000

Average per day variable cost

3,996,000

Average per day ďŹ xed cost

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5,208,333

XIII

SALES FORECAST Bunaken Dreams divided the sales forecast into its own menu. Below is the sales forecast and cost of sales for Bunaken Dreams:

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SALES ASSUMPTION

YEAR 1

YEAR 2

YEAR 3

90,000,000

108,900,000

131,769,000

Nasi kuning Saroja

450,000,000

544,500,000

658,845,000

Paket Hemat 1

750,000,000

907,500,000

1,098,075,000

Paket Hemat 2

900,000,000

1,089,000,000

1,317,690,000

Paket Wah 1

120,000,000

145,200,000

175,692,000

Paket Wah 2

150,000,000

181,500,000

219,615,000

Teh kotak

225,000,000

272,250,000

329,422,500

Aqua

225,000,000

272,250,000

329,422,500

Kue Apang

30,000,000

36,300,000

43,923,000

Kue Lampu

30,000,000

36,300,000

43,923,000

Kue Balapis

30,000,000

36,300,000

43,923,000

3,000,000,000

3,630,000,000

4,392,300,000

Tinutuan

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COST OF SALES ASSUMPTION

YEAR 1

YEAR 2

YEAR 3

27,000,000

32,670,000

39,530,700

Nasi kuning Saroja

135,000,000

163,350,000

197,653,500

Paket Hemat 1

243,000,000

294,030,000

355,776,300

Paket Hemat 2

306,000,000

370,260,000

448,014,600

Paket Wah 1

40,950,000

49,549,500

59,954,895

Paket Wah 2

47,250,000

57,172,500

69,178,725

Teh kotak

66,300,000

80,223,000

97,069,830

Aqua

47,250,000

57,172,500

69,178,725

Kue Apang

4,500,000

5,445,000

6,588,450

Kue Lampu

4,500,000

5,445,000

6,588,450

Kue Balapis

4,500,000

5,445,000

6,588,450

926,250,000

1,120,762,500

1,356,122,625

Tinutuan

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XIV

CONTROLS The purpose of Bunaken Dreamsâ&#x20AC;&#x2122; marketing plan is to serve as a guide for the organization. The following area will be monitored to gauge performance: Revenue: monthly and annual Expense: monthly and annual Customer satisfaction New-product development

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XV

IMPLEMENTATION & CONTROLS It is important to accomplish each one on time and on budget, such as: marketing plan completion, advertising campaign and the development of channel through our vendor and customer. The implementation of marketing plan will also include the social media for Bunaken Dreams to communicate with the customers and helping us monitor our goal achievement in the market.

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