Dark Dubai Call Girls O525547819 Skin Call Girls Dubai
Maize and Blue Deli Marketing Presentation
1.
2. Product
Segmenting
The Current Big Picture Price
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
•FE: traditional, Retention Stimulate
family-run deli Demand
•CC: no core Positioning
competence, but
competency in
Michigan-ization Place
•Goal: no clear
goal
3. Segmenting
• Ann Arbor residents
Demographic • Mainly college-aged students
• Follows University of Michigan athletics
Behavioral • Spends time on campus and needs a place to get lunch nearby
• Frequents Michigan sporting events; purchases Michigan gear
•Proud to be a member of the Michigan Wolverine community
Attitudinal •Believes the best quality food comes from family-owned
restaurants
4. Target
Noah Smith
Third-year student at the University of Michigan
Avid Michigan sports fan who attended every football
game this season.
Currently lives in Landmark.
Enjoys going to Rick’s American Cafe with his
fraternity brothers on weekend.
Likes eating at local Ann Arbor eateries, including
NYPD and No Thai
5. Current positioning
statement:
Wow! Their
Eating at Maize and
Come back soon, sandwiches are
Blue a few times
our sandwiches our simply delicious- I
per year is enough
simply delicious! should eat there
for me.
more often.
I get a deli
I only eat at Maize sandwich from
and Blue a few Maize and Blue
times per year. once a week.
6. Product
Freshly made
Segmenting
deli
sandwiches
The Current Big Picture Price
•Competitive
Business Marketing Source Targeting pricing
•Half-meat
Objective Objective of option
Volume Promotion
•Word of
•FE: traditional, Retention Stimulate mouth buzz
family-run deli Demand •Man vs. Food
•CC: no core Positioning •ESPN
competence, but (Phelps)
competency in
Michigan-ization Place
•Goal: no clear
goal
South
University
7. Product
Segmenting
The Big Picture:
Price
where the bread molds
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
Positioning
Place
8. Survey results reflect
39 male and 115
female University of
Michigan students
Marketing Objective
Retention Acquisition
Management believes that their quality sandwiches alone keep people
coming back, but our survey indicates that Maize and Blue is actually
rated last in taste, and last overall when compared to their competition.
9. Retention is failing…
Annual Visits to Maize & Blue Deli
N=96 University 2%
of Michigan
student 9%
1 to 2 times
respondents
3 to 5 times
18% 51%
6 to 10 times
15 to 30 times
21%
Greater than 30 times
The chart above depicts the amount of times students visit Maize & Blue
Deli per year, which is less frequent than management thought.
10. Instead, focus on acquisition:
Total responses: 169
Have you ever been to… = yes
= no
Zingerman's Deli Maize And Blue Deli Amer's Deli
12% 10%
44%
56%
88% 90%
Clearly, people are going to delis, so Maize and Blue should switch their marketing objective to
acquisition in orderto raise the deli to around 90% of people going at least once, where the
competition is currently at.
11. Product
Segmenting
The Big Picture:
Price
where the bread molds
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
Positioning
Place
12. Source of Volume
Currently: stimulate demand Revised: steal share
Survey of 173 students shows Maize and Blue isn’t the
category leader, so they need to focus on stealing share
of the deli market
13. Not the category leader:
steal share! Total responses: 169
= yes
Have you ever been to… = no
Zingerman's Deli Maize And Blue Deli Amer's Deli
12% 10%
44%
56%
88% 90%
Again, this shows that Maize and Blue should focus on acquiring new deli customers by stealing
share from the competition, rather than stimulating demand for deli sandwiches (a demand which
clearly exists)
15. Product
Segmenting
The Big Picture:
Price
where the bread molds
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
Positioning
Place
16. Head to Head to Head.
Zingerman’s Maize and Blue Amer’s
17. Head to Head to Head.
$15.50 $9.49
$9.25
Zingerman’s Maize and Blue Amer’s
18. Main and Dynamic variables
within the category
This graph shows a
comparison between the three
main delis in Ann Arbor based
on the main variable (fresh deli
sandwich),which Zingerman’s
is the category leader in, and
the dynamic variable (bang for
your buck), which we believe
Maize and Blue leads with.
19. Current positioning
statement:
Wow! Their
Eating at Maize and Come back
sandwiches are
Blue a few times soon, our
simply delicious- I
per year is enough sandwiches our
should eat there
for me. simply delicious!
more often.
I get a deli
I only eat at Maize sandwich from
and Blue a few Maize and Blue
times per year. once a week.
20. Revised Positioning
Statement
Wow! Sandwiches at
I wish there was a
Maize and Blue exists – Maize and Blue really
place I could get a deli
our sandwiches are give me more ―bang
sandwich of
Zingerman’s size with for my buck‖ than
Zingerman’s size and
an Amer’s price. Zingerman’s or
Amer’s price.
Amer’s!
When I’m looking for a When I want a deli
lunch-time deli sandwich during the
sandwich, I go to day, I go to Maize and
Amer’s or Blue.
Zingerman’s.
21. Product
Segmenting
The Big Picture:
Price
where the bread molds
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
Positioning
Place
22. Promotion
Clear awareness problem
Currently, no advertising budget
Low cost promotion options:
Update website
Utilize social media
24. Website updates
Currently, their website is very old-fashioned with no real
information on it and a dead link to a Phelps video.
In about 30 seconds, we created a new, free website
usingWordpress.com. They need to feature more
images, perhaps create an online order system, and
promote specials on their website.
New tagline: ―The sandwich with the most bang for your
buck in Ann Arbor!
Implies steal share—don’t want to use negative ads
25. Social Media
Facebook:―LIKE‖ Maize and Blue for updates on
price promotions and to see what’s going on in
the store i.e. ―Denard Robinson just came in for
a number 86 and you should too!‖
Twitter: ―Tweet why you love #maizeandbluedeli
and be entered to win a free sandwich!‖
Instagram…
26. Instagram
Currently, people love taking
food pictures instagrams. We
did a hashtag search and
found that current
instagrammerswere already
uploading pictures of the
sandwiches.
why not utilize this free buzz
by asking customers to
instagram their favorite
sandwich and enter to win
one for free!?
28. How to utilize eatblue.com
Tuesday Turkey Special: Buy any of our turkey
sandwiches and get a second sandwich half off!
Bring a friend!
29. Coupons
• Coupons are non-existent post them onto the
new website/Facebook/Twitter/Instagram
• Clipper Magazine is another great way for local
businesses to advertise and give out coupons
30. Maize and Blue Deli
1329 South University Avenue
Ann Arbor, MI 48104
(734) 996-0009
31. Product
Segmenting
The Big Picture: The 5th P: Packaging
Price
where the bread molds
Business Marketing Source Targeting
Objective Objective of
Volume Promotion
Positioning
Place
32. The 5th P: Packaging
Outside
appearance: An
article from the
Michigan Daily
compared it to
the outside of a
Gold’s Gym
Invest in updating
outer
façade, registers
, and inside
furniture while
maintaining the
famous signing
wall (keep
nostalgia)
33. Conclusion:
Our Revised Big Picture
Marketing Objective:From retention to acquisition
Source of Volume: From stimulate demand to steal share
Positioning statement: From ―our sandwiches are simply
delicious‖ to ―our sandwiches offer the most bang for
your buck‖
Promotion: From word-of-mouth only to utilizing social
media and offering price promotions
Place: From dark, outdated restaurant to updated/more
inviting interior/exterior
Editor's Notes
Michigan-ization: everything from the names of the sandwiches to the name of the deli to the color scheme---hopes to target loyal maize and blue fansRetention- (based on Michigan atmosphere, famous signature wall, and taste)
There are a number of variables that Maize and Blue segments on. For demographic, they focus on Ann Arbor residents mainly University of Michigan students. The rely strongly on behavioral variables such as people who follow University of Michigan athletics, people looking to grab a quick bite in between classes, and people who frequent Michigan sporting events. Finally, for attitudinal variables they want to segment on people who are proud to be a member of the Michigan Wolverine community and that believes the best quality foof comes from local family owns restaurants.
Current belief Consumer Proposition Desired BeliefCurrent behavior Desired behavior Consumer prop. Found on the menu only--- “our sandwiches are simply delicious”Focus on retaining current loyal customers and getting them to come more often (hope the sandwiches speak for themselves)
Promo- no marketing budget!!Pricing—say that we will go into price comparison later onPlace—convienient—loyal igning wall
They currently believe that those that eat there are loyal customers and that they retain their customers very well because of the taste of their sandwiches. They believe their sandwiches speak for themselves and keep people coming back, but our survey indicates that they are actually are rated last in taste. **we would like you to keep in mind that this is a small a convenience sample relative to Maize and Blue’s entire target audience
Of the people surveyed, 96 indicated having been to maize and blue…BUT the majority have only been once or twice…showing that retention is a failing strategy
Graph shows how people responded to the question of Have you ever been to…of times per year show retention is weak, their current customers don’t eat there very often. —focus on acquiring new customers Clear awareness problemAim to have them 90% like the other delis
Currently stimulate demand. However, we believe they need to steal share because they are not the market leader. Again, this chart shows that they were ranked last against Amers and ZingermansWhen we spoke to the manager, he even said that they don’t focus on their competition. They only think about themselves and not their competition at all
Again, here you can see that they are not the category leader. People have been to maize and blue the leastHigh amount of people that already go to delis, just not to maize and blue.(90%) So don’t need to stimulate demand, need to steal share
On the left is their original strategic matrix. And on the right is their revised strategic matrix
Comparison of 3 main delis in AA Note size of reuben sandwich– classic sandwich
Compare relative price value
This graph shows a comparison between the three main delis in Ann Arbor based on the main variable, which zingermans is the category leader in (fresh deli sandwich) and the dynamic variable, bang for your buck, which we believe maize and blue leads with
Here is the their first positioning statement. While Maize and Blue does have a few diehard fans, most customers didn’t eat there very often. Maize and Blue pursued no concrete plan as to how to retain customers, except for breifly mentioning on their menu that their “sandwiches are simply delicious”. They hoped this would make customers eat at the deli more often.
Here we adjust the positioning statement to reflect our new marketing objective and source of volume. We chose to focus the positioning statement on one edge Maize and Blue does have over the competition- the fact that their prices are relatively low compared to the size of sandwich you get.
The managementhopes to expand their advertising but refuses to allocate the budget for it; We suggest that, order to effectively acquire new customers, price promotions must be used to get them in the door. That being said, here are some free options we have designed for Maize and Blue to increase general awareness while utilizing price promotions:
Currently, their website is very old-fashioned with no real information on it and a dead link to a Phelps video. In about 30 seconds, I was able to create a new, free website using wordpress.com. They need to feature more images, perhaps create an online order system, and promote specials on their website. Steal share—don’t want to use negative ads, but think they could implicitly compare to the rest by saying they have the best sandwich in town.
Also on their updated website, the management should feature social media tabs. FACEBOOK: “LIKE” maize and blue for updates on price promotions and what’s going on in the store “i.e. Denard just came in for a sandwich and you should too!”Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”Instagram: currently, people love taking food instagrams. We did a hashtag search and found that current instagrammers were uploading pics of the sandwiches, so why not utilize this free buzz by asking customers to instagram the best image of their favorite sandwich and enter to win a free sandwich?!
Also on their updated website, the management should feature social media tabs. FACEBOOK: “LIKE” maize and blue for updates on price promotions and what’s going on in the store “i.e. Denard just came in for a sandwich and you should too!”Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”Instagram: currently, people love taking food instagrams. We did a hashtag search and found that current instagrammers were uploading pics of the sandwiches, so why not utilize this free buzz by asking customers to instagram the best image of their favorite sandwich and enter to win a free sandwich?!
Maize and Blue currently has 0 price promotion; while we think contests involving free sandwiches for winners is one way to spread awareness, we also think that featuring coupons is a great way to get people in the door.
Currently, they do no ads on eatblue.combut here is an example of how they could utilize it
They come to your door/are posted around campusFurther option
An article from the Michigan Daily even compared it to the outside of a Gold’s Gym (BAD)**hesitant about spending money, but we think sprucing things up will help with acquisition and will benefit in the long run in terms of profit.
