Marketing Plan Guide



1143000-504190008001001438910ERNEST MANNING MARKETING CO00ERNEST MANNING MARKETING COMatt,Victoria,Shelby,Colton,NefezErnest Manning Marketing CoSCHOOL CAF?Marketing PlanPrepared: Nov 4, 2015Table of Contents TOC \b Part2 \o "3-3" \t "Heading 2,1,Heading 3,2" Marketing Plan Summary PAGEREF _Toc358019299 \h 3The Business PAGEREF _Toc358019300 \h 3The Future PAGEREF _Toc358019301 \h 3The Market PAGEREF _Toc358019302 \h 3The Business PAGEREF _Toc358019304 \h 4Business overview PAGEREF _Toc358019305 \h 4S.W.O.T. analysis PAGEREF _Toc358019306 \h 4S.W.O.T. activity sheet PAGEREF _Toc358019307 \h 4Products/services PAGEREF _Toc358019308 \h 5Sales/marketing personnel PAGEREF _Toc358019309 \h 5The Market PAGEREF _Toc358019314 \h 7Unique selling position PAGEREF _Toc358019315 \h 7Your customers/clients PAGEREF _Toc358019316 \h 7Your competitors PAGEREF _Toc358019317 \h 8Market research PAGEREF _Toc358019318 \h 9Market targets PAGEREF _Toc358019319 \h 9Marketing strategy PAGEREF _Toc358019321 \h 10Advertising & sales PAGEREF _Toc358019322 \h 11The Finances PAGEREF _Toc358019323 \h 13Price PAGEREF _Toc358019324 \h 13Expected sales PAGEREF _Toc358019325 \h 14Supporting documentation PAGEREF _Toc358019328 \h 18The BusinessBusiness name: Our propsed business name is Ernest Manning Marketing CoBusiness structure: Our business will be structured off of partnership.Business location: We would be running our business out of the school cafeteria.Business owner(s): the business is co-owned between school chefs and our business group.Products/services: WeThe FutureVision statement:E.M.M. co chose the culinary industry to help build a sense of community for the studentdnehilr increasing revenue for the school. Our effective marketing strategies strategies will help guide the culinary program to succeed.Goals/objectives:Our goals are to increase revenue for the cafeteria through meeting the demands of students. We will remain active in the program through various advertising and marketing events. The MarketTarget market:Our target market will be students and faculty of Ernest Manning. Students and faculty would buy our products for not only the convenience but the quality of our product as well.Marketing strategy:We plan to gain support for our business venture through a variety of different promotional activities. We also hope that our unique products create demand amongst students so not as much marketing is required. The BusinessBusiness overviewThe current business owners are the chefs that reside in the cafeteria and they have a partnership with the school. The business sells a variety of food items including breakfast and lunch items. It is located in the school cafeteria. S.W.O.T. analysisStrengthsWeaknessesConvient location for customersLack of promotion and establishmentOpportunitiesThreatsContribute to create a better school environment while making a profit. Competition with established competitiors for business.S.W.O.T. activity sheetS.W.O.T weakness/ threatActivity to address weakness/threatActivity completion dateLack of promotion and establishmentVarious promotional activities inside the school to increase awareness of the business.Should be planned accordingly to the success of the businessCompetition with established competitiors for business.Creation of unique and high demand products to give and edge to the business.Should be planned out before the business is operating but put into place within two weeksCommunication and oeganizational issuesPrinted schedules and contact lists so people know when things a re set to happen and who to call if their confused. Within a week of the business being operational Products/servicesSoupDifferent types of soup Monday-Wednesday then Thursdays soup is a repeated from one of the first three days $2.00Cold FoodsConsist of sandwiches, salads, kale chips, fruit dips, and sushi plates Range from $1.50-$4.00Assorted Baked Goods Desert of the day $3.50Assorted Baked GoodsCookies, cheese buns, loaf cakes, muffins, and parfaes Range from $2.00-$4.00Beverages Juice, small milk, and water$1.25Beverages Large milk $2.00 Market position: Our product/services fit in the market by fulfilling students and teachers empy stomachs with our delishes fresh food. Our high-end food is provided for our students and staff every Monday-Thursday at reasonable prices. This compares to our competitiors because the food is very affordable and serves food made fresh everyday. Unique selling position: Our products/services will succeed in the market where others have failed by always checking the quality of the food, giving a varity of fresh food mad, and starting a lunch card to encourage students to buy lunch and after 15 lunches you get the 16th one free! Also, our products/services have an edge to it because it gives students the opportunity to learn how to cook meals, sell them to the students and staff of Ernest Manning, then all the good they sell goes back to Ernest Manning. Anticipated demand: In 6 months, if an individual were to buy two meals throughout the week so 88 days in total and 44 days where the student buys lunch from the cafeteria. Since prices range from $1.50-$5.00, the estimated value would be $200-$220 worth of food from one person out of the 1730 students. Value to customer: Our product/services are viewed as a necessity because everyone needs to eat food or they’ll die. So to fulfil that need, Ernest Mannings Culinary Arts Program provides fresh and good quality food. Sales/marketing personnelJob TitleNameResponsibilitiesMarketing ManagerMatt ?Head of marketing plan ?Oversee other departments and ensure duties are being completed?SWOT ANALYSIS?Collection of data to complete plan templateSales ManagerAssistant Sales Manager ShelbyNafiz Collection of survey information ?Creation of data from kitchen ?Implements promotional material ?Works with promotional team?Work with student body- sell items?Create pitch/ presentation to Chef champPromotional ManagerAssistant Promotional Manager Victoria ColtonPrint ad pitch creation?Photoshop/art/design experience (not required but will greatly help)?social media creation ?Work with sales?Oversee all creative/promotional activitiesThe MarketUnique selling positionHow is your business unique in the market? Our Culinary Arts program has to offer unique products by making food fresh everyday, wide selection of food, and at great low prices. What differentiates your product/service from others in the market?Our product/service defferiates from others in the market because we provide a variety of food including: an entrée, daily soups, having a table full of pastries (Examples would be cookies, cheese buns, loa cakes parfaes, and muffins), and cold foods (including sandwiches, salads, kale chips, fruit dips and sushi plates) which is made fresh right before lunch starts What makes your business stand out from your competition? Our business stands out from other competitors because of our fresh produce and the variety of food Culinary has to offer at very low prices. As well as the Culinary Arts Program benefits students who join in learning how to make food, selling it to the sudents and staff of Ernest Manning, then all the money goes back to fund for the school. What product gap or service need does it fill for your customers?Fulfills students need of hungar from running around and focusing on school; students need to take a break and eat a nice meal to refresh their brain for the next two classes they have. Your customers/clientsCustomer demographicsOur target customers are female and male teenagers who range from 14-19 years of age. Are educated in high school and social status is around middle class. Attititudes at lunch range from hungary teenagers to hangry teenagers. Most students main concern is school and having the cafeteria open is very convienent and beneficial. Before and afterschool there usually ongoing extra curricular activities, then during school students focus mainly on courses and options. Every student who works hard needs food to keep them going. Food it the most important thing to fuel the body and good for a clean healthy brain. Key customersKey customers: Students at ernest manning as well as staff members. We will target our product/services to our customers by making adaptive menus and ood cards students can purchase to make cafeteria lines go by faster. We will deliever our product/service to them by making the students know ahead of time what the entrees will be as well as certain things which would go with it. Our plan is to put it on the monitors in our hallway and announce what the cafeteria has to offer. Your competitorsCompetitor detailsCompetitors Established date# of employeesValueStrengthWeaknessesDominos19603High Quality ingredientsGood prices with good care of food.Small place so it gets crowded7-1119274Wide variety of productsPrice is reasonable with good dealsLoss preventionViet-HaiN/A8Professional cultural/family restaurantGood variety of Vietnamese foodLong waiting timeWaves20055A place where you can relax and drink you coffee.Great indoor atmosphereProfessional coffeeUnpopular with high pricesStarbucks19716Popular coffee trendWide variety of coffeeOverpricedTim Hortons19645For everyone for a cheap priceQuality coffee with good pricesPoor demand compared to other competitorsSecond Cup19754Environment FriendlyUnderratedIt has good coffeeNot popular among Ernest manningMarket research Survey attached to back of this marketing planMarketing strategy[What is your overall marketing strategy? What steps or activities will you undertake to achieve your goals/objectives?]Marketing activity/milestonePerson responsibleDate of expected completionSuccess indicatorPrint AdvertisingVictoria alocates responsibility for promotionASAP[What indicator/ measurement result will need to be met before this activity is considered a success?] Social mediaVictoria alocates responsibility for promotionASAP[What indicator/ measurement result will need to be met before this activity is considered a success?]Giveaway/contestVictoria alocates responsibility for promotionMonthly basis/holidays[What indicator/ measurement result will need to be met before this activity is considered a success?]FlyerVictoria alocates responsibility for promotionSemi annually or as needed[What indicator/ measurement result will need to be met before this activity is considered a success?]Advertising & salesAdvertising and promotional strategy Planned promotion /advertising typePromotional strategyExpected business improvementCost ($)Target datePrint AdvertisingWe have decided to use this style of promotion to provide a visual for customers.We will implement the use of posters as soon as possible to provide notice to the customers. This will give them a reminder of what is new and available through out the day.It will be a constant reminder to customers and moticate or persuade them to visit the establishment. Customers will be updates on whats avaibale and be notified and encouraged to come to the cafeteria.Approx. $5-10depends on amountASAPSocial MediaWe will use social media as a way to stay in touch with customers. It is effective as a vast number of students will be able to access it as they please and we can manage it from anywhere, whenever making it easy to spread information quickly and efficiently.It will improve business success because social media has taken over our target customers generation and customers can access information from anywhere easily. It provides a reminder of the business in a way that holds interest to the customer$0.00ASAPGiveaway/contestThis method of promotion will encourage customers as they will want to get involved and be apart of what is going on. It could happen on a monthly basis or during holidays or events.It would improve business as a sense of competition would bring students together and many studnets would participate for a chance to win bringing attention to the business.Depends on contest/giveawayMonthly basis/ holidaysFlyerThis method of promotion would be beneficial as it provides customers with a hand held personal copy of the advertisement. It can be used semi annually or on an as needed basis.It will improve busieness because customers would have their own hand helo copy of the information or message you are trying to get across. They can be handed out, displayed, put in mail boxes or on car windshields.Approx..$5-10depends on amountSemi annually or as neededSocial media strategyOur goal is to achieve awareness or what is being provided and communicate with the customer what is avaibale, when and notify them of new prodcuts encouraging them to purchase a product.Our customers use Facebook, Instagram, twitter, snapchat.We can create accounts using these social media resources to influence and communiacate with the customers.Who will upkeep your social media presence – do you have the internal staff or would you need to engage an external organisation]The social media presence will be upkept by a teacher who is incharge or have sufficien knowledge about the program. The help of student can be used to run the the accountsSales strategy[What sales techniques do you use? What are your strategies behind these techniques? How is this different/better than your competitors?]Sales and distribution channelsChannel typeProducts/servicesDistribution strategySeasonal items in the school store Cookies, seasonal treats We will use the school store for selling seasonal products such as cookies all year round, pumpkin spice, egg nog for Christmas, and iced tea for the summer Café shopfront Entrées, cold foods, soups, pastries, and beverages Instead of having just a white board in the school cafeteria; we could be saying the menu on the announcements everyday, putting the menu on the scantron for all the students and staff to see, as well as handing out samples to show the students how awesome the cafeteria food is The FinancesPrice Entrees are always $6 Cold foods range from $1.50-$4.00 Sandwiches Salads Kale chipsFruit dipsSushi plates Soups $2.00, new soup Monday-Wednesday and repeated oe of the days on Thursday Assorted baked goods range from $2.00-$4.00 Desert of the day, usually $3.50 Cookies Cheese buns Loaf cakesMuffins Parfaes Expected sales Profits: 2012=15%2013=10%2014=19%2015=2% In 2016, expected sales would rise 9% increasing profit, which would carry out through 2016-2017 because of Ernest Mannings Marketing Co. There would be seasonal influences such as winter where students would not want to go outside so they can buy lunch in the cafeteria =. Since summer is warm and most of the students want to go across the street; it would be ideal to market both equally but especially during winter with proving tea or hot chocolate! Monitoring/measurement activitiesMarketing activityDate of reviewMonitoring methodsReview outcomesPrint advertisingJanuary 2016Going around to see if people have seen the specials and meals culinary has to offer. As well as seeing if profit has increased. Also doing a survey to see if students and staff have seen the specials. To be assessed following implementationSocial Media (Instagram, Facebook, Twitter) January 2016 Setting up social media accounts to advertise Culnary arts rogram and to let people know about the specials To be assessed following implementationPublic Relations January 2016 Announcements, handing out samples of what the culinary arts program has to offer. To be assessed following implementationContestJanuary 2016 60th person in line gets a free pastery to encourage students to buy frm the cafeteria. Having lunch cards To be assessed following implementationSupporting documentationAttached is my supporting documentation in relation to this business plan. The attached documents include:[List all of your attachments here. These may include resumes, customer survey/questionnaire and/or MOCK PRINT ADVERSITMENTS] What items would you like to see put on the school menu?Please write your responses belowPizzaPoutineFrench FriesBurgersTaco TuesdaySpecialty drinks such as coffee, latte, tea or hot chocolateSaladPastaMac and CheeseRamen NoodlesWould you be interested to see a more accessible menu that shows what meals would be served by the cafeteria on certain days?Please put a checkmark in the column you agree withYes I would be interested23 for yes95%No I like the current method1 for no.4% ................
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