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  1. 1. That’s hard to choose! Want more choices?It’s time for our…
  2. 2. New Japanese restaurantin PolyU
  3. 3. Our brand さまざま (Samazama) =great variety and diversity Offering varied Japanese items for free selection - repetition of sounds - characters with similar pronunciations  easily memorized  positive emotional response“the sound of a brand name – and sound repetition in particular –drives the success of a product more than any other factor.”--- online report by EURIB
  4. 4. Our logo 3 elements: - A plate - Brand name “Samazama” - 4 ChopsticksWhite background and red color of word --- Japanese national flag
  5. 5. Our objectives• To provide high quality of food to customers at any time they want• To keep with expected market sales, expected market share listed in annual plan• To maintain high service quality to provide a cozy environment for the customers to dine• To maximize our profit-earning capacity with maintaining resource usage efficiency• To become a productive and cost-effective restaurant
  6. 6. Product4Ps Place Pricing Promotion
  7. 7. Our product --- Variety options of Japanese cooked food and dessert 24 regular items 6 seasonal items 30 food items for FREE SELECTION
  8. 8. Why Japanese food?New to campus & Popular World Trade Atlas data of Hong Kong Imports (2006-2010) top four import supplier In 2009-2010 Gross export ↑37% Retained imports ↑38%
  9. 9. No sushi No sashimi Food safety concern • In 2006-2009 Consumption of contaminated raw food TOP 4 FOOD POISONING • not be affordable for low income students
  10. 10. Our service style- Self-service with customers co-production↓ Number of service staff ↓Price ↑Customer’s satisfaction
  11. 11. Operations days Monday-Saturday Exclude public holidays 11:00-22:00 --- Operating for 11 hours
  12. 12. PlaceNext toJockey Club Auditorium
  13. 13. - Well-developed and well-known canteens cluster - Supported by the behaviors of consumers Survival of our new Japanese restaurant ↑ ↓Delivery cost ↓Promotion cost
  14. 14. Pricing Desired food cost percentage 45% of the overall cost Portion not in large sizeOdd pricing $9.9@ Psychological consideration
  15. 15. Assume students get 3 dishes including one dish of u-don, ramen or riceand two side 1mian dish+2 Slide dish=$29.740% of the respondents:desired price of a lunch meal ina Japanese canteen is $26 to $30 Price slightly higher than our competitors
  16. 16. Promotion • Advance announcement 2 weeks before actual opening Through email With pictures of our dishes
  17. 17. • Tasting before operation 1 week before actual opening student union’s membersInvite different stakeholders staff and professors members of the catering association Get opinions and suggestions for our operation
  18. 18. • Newly-operating coupons Put in the restaurant Continue for 3 months, distributing about 3,000 coupons↑ Customer flowTurn short-term customers into long-term repeat business
  19. 19. • Show and sell Display the food samples made by clay• Integrated print/pull up stand/ menu blackboard campaign attract the bypass ↑ Curious students
  20. 20. Large variety of food in display shelf Visual attraction scene attraction
  21. 21. • Customer loyalty program4 continuous >$20 meal get one free dishincrease the customer flow and sales
  22. 22. Events Budget Start day End day How to evaluateBusiness Concept $0 23/3/2012 Number of& Planning customersadvance $0 20/11/2012 31/1/2012 Number ofannouncements customersto polyu studentsthrough emailtasting before $1350 2/1/2013 2/2/2013 Comments fromoperation and ($4.5x300) customersimprovementshow and sell $300 7/1/2013 31/12/2013 Number of customersNewly-operating $13500 7/1/2013 31/3/2013 Number ofcoupons and its ($4.5x3000) customerseffect evaluationintegrated Printings: 14/1/2013 31/12/2013 Number ofprint/pull up $100 customersstand/menu (500x0.2)blackboard Pull up stand:campaign and $700evaluation menu blackboard: $208 (with delivery cost) Total: $1008customer loyalty $4500 1/4/2013 31/12/2013 Number of freeprogram and ($10000x$4.5) dish givenevaluation Total: $20658
  23. 23. PolyU needs us!!!
  24. 24. From our survey… Major target customers: PolyU students
  25. 25. High education level “this setup may be one way of fostering an environment of respect and autonomy that the students, as independent thinkers, deserve.” ---Margaret KayOver half of respondents rank Quality of Food 1stfor choice of restaurant Free to create Market needs: ensure quality High quality Quality control
  26. 26. We offer high quality of food!
  27. 27. X High meal priceIncome:- Relatively low purchasing power- $500-$3,000 per month- About 70% do not have part time jobs- Price rank 2nd --- choice of restaurant
  28. 28. $9.9@!
  29. 29. LifestyleConsumer aged <35Fast-paced lifestylesConvenience and speedy service --- Consumer Survey (2001)Busy school schedule
  30. 30. Ready-made foodin the hot food bar
  31. 31. Market Trends 2 groups of freshman HKDSE applicants the HKALE applicants overcrowding can help to release this problemIn year 2010/11, number of students: 29,193
  32. 32. New restaurant to ease the problem!
  33. 33. Positioningan F&B outletoffers a wide variety of Japanese cuisinelarge varieties of choicescustomers are involved in the co-productionJapanese food is popular among teenagers andSamazama is the first Japanese restaurant
  34. 34. Market TrendsDue to the next year 4-year Curriculum for the HKDSE applicants, sum up with the traditionalcurriculum for the HKALE applicants, there are 2 groups of freshman entering the campus. Wecan predict that the overcrowding problem will be very serious in the canteens of PolytechnicUniversity during lunch time as this problem already exists now. A new F&B outlet, Sanazamacan help to release this problem.PositioningSamazama will be positioned as an F&B outlet that offers a wide variety of Japanese cuisine forthe students in Polyu. However, Samazama is an outstanding canteen which is different from theothers. Firstly, we will offer large varieties of choices of dishes and students can pick whateverdish they want. Secondly, customers are involved in the co-production process, they can choosetheir favorite cuisines and desired portions, mixing and producing the food by themselves. Thiscan add value to the products (food) and the restaurant. Thirdly, Japanese food is popularamong teenagers and Samazama is the first Japanese restaurant appeared in the campus. Allthese features of our restaurant might create the students’ desire to buy and try the food.
  35. 35. SamazamaStrong survival rate &profitable!
  36. 36. SWOT analysis
  37. 37. 52.97%) of the respondents thought that the quality of food is the most important factor