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JIMMI’S BAR & GRILL
MARKETING PLAN
Kristen Bak- She was the team leader. She created the summaries for Identifying Produ...
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Executive Summary
Jimmi’s Bar and Grill is located in Fullerton, California within two miles of the California State Uni...
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Table of Contents
I. Identify Name of Product .............................................................................
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7.2 Product Life Cycle ....................................................................................................
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13.0 Timing................................................................................................................
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Jimmi’s Bar & Grill Marketing Plan
1.0 Identify The Name of The Product Market
1.1 The Goal: Jimmi’s Bar & Grill’s goal ...
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bars is that the minimum age to drink is 21 years old, which limits a major portion of the desired
target market. Many c...
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B) The Young and Restless segment consists of a young and on-the-go population. This median age
of this segment is 28.9 ...
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Commute
 47.0% of males live 1-5 miles from Cal State Fullerton
 33.3% of females live 6-11 miles from Cal State Fulle...
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Influences
 41.1% of females felt location was most important
 27.7% of males said entertainment was most important
...
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Drink Specials
 38.8% of males thought drink prices were very important
 47.0% of females said drink prices were some...
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Location
 55.5% of males said location was somewhat important
 94.1% of females tied with Very and somewhat important...
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group do not want to go out of their way to enjoy a night out with friends, so a campaign that features special
offers ...
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Cover Charge
 50% of males found a cover charge to be very important
 58.8% of females said a cover charge was somewh...
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Dance Floor
 38.8% of males said a dance floor was not very important
 Females tied with very important and not very ...
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Food Specials
 44.4% of males said food specials were somewhat important
 41.1% of females said food specials were so...
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Favorite Sports
 The top 3 sports for men were football, UFC, basketball and hockey. They equaled 50% of all
choices.
...
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customers who bring a friend in and listening to complaints. Creating relationships with customers is
the key to succes...
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4.1 Economic Environment- This is a major concern because high unemployment rates, less income,
higher interest rates, ...
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6.0 Conduct Elementary Level of Market Research
6.1 Identify Market Location of the Business: The population of Fullert...
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7.2 Product Life Cycle: The product life cycle is fairly lengthy due to the fact it takes numerous amount
of time for a...
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team has determined that Jimmi’s Bar & Grill can sell a basket of French fries for $2, a basket of
wings for $5 and 6 m...
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All bartenders employed at Jimmi's Bar and Grill will be certified by completing a bartending school,
become T.I.P.S. c...
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identify weak customer service points in order to understand and develop more efficient customer
service techniques.
8....
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Jimmi’s Bar & Grill’s website has a high visibility on Google. When searching through Google.com,
Jimmi’s Bar & Grill’s...
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The figure above is a picture of the marquee sign.
This is Jimmi's Bar & Grill's Twitter page (ww.twitter.com/jimmis_ba...
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This is Jimmi's Bar & Grill's Google + page. This is a fairly new form of advertising for Jimmi's Bar &
Grill as the Go...
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This is Jimmi's Bar & Grill's Instagram profile. Jimmi's Bar & Grill posts about promotions and events
with daily updat...
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Jimmi’s Bar & Grill averaged 139 views in the month of June on the Yelp.com page. It generated 31
customer leads, with ...
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10.3 Price Flexibility: Jimmi’s Bar & Grill is committed to having inexpensive prices. In a recession,
Jimmi’s Bar & Gr...
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10.5 Corporate Goal: The corporate goal of Jimmi’s Bar & Grill is to price products correctly. Jimmi’s Bar
& Grill offe...
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marked up and how much of a product needs to be sold to turn a profit. The product costs needs to
include overhead cost...
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The diagram below is the sales for 2013 and the forecasted sales for June through December.
12.2 Costs: There are many ...
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that cost significantly less. Jimmi’s Bar & Grill also needs to consider negotiating a lower price for
monthly rent. Th...
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Payroll & Taxes& Fees $3001.54
Grocery Stores $400.35
Other Receipts $766.28
13.0 Timing
13.1 Future Advertising Campai...
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The diagram below is a marketing schedule for Jimmi’s Bar & Grill to use in order to advertise the business.
Advertisin...
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13.2 Sales: The goal is to increase sales by $30,000 this year. This will be done through the advertising
plans in the ...
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Bibliography
"Bars & Nightclubs in the US: Market Research Report." Bars & Nightclubs in the US Market Research. N.p.,
...
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Jimmi’s Bar & Grill Survey
An online survey was created for Jimmi’s Bar & Grill to find out psychographic and demograph...
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Jimmi's Bar & Grill Marketing Plan

  1. 1. 1 JIMMI’S BAR & GRILL MARKETING PLAN Kristen Bak- She was the team leader. She created the summaries for Identifying Product Market, Potential Customers, Identifying Competitors, External Environment, SWOT Analysis, Elementary Research, Identifying the Product, Promotion, Price, Special Resources, Accurate Forecasts, and Identifying Specific Timing. She also made the sales graphs and the creation/summary of the Cross Tabulations. She also contributed to the survey questionnaire. William Nicola- He designed the online survey. He wrote the executive summary. He created the survey results summary. He created the Table of Contents. He also used the marketing plan software to create the marketing plan. He created the monthly marketing plan graphs and wrote the summary for Handling Customer Service Problems. He contributed to survey questionnaires and proof read all documents. Natalie Quiroz- She wrote the summary for the Place Objectives section. She also used the marketing plan software to create the marketing plan. She proof read all documents and designed the marketing plan template. She also made the cover page and created the bibliography. She also contributed to the survey questionnaire. William Byerly- He contributed to the Place Objectives summary and the bibliography. He also created a graph for the Place Objectives section. Brisa Estero- She contributed to the survey questionnaire, interpreted data from the cross tabulations and survey in order to elaborate on the findings how to incorporate them into marketing strategy. She also contributed ideas for promotions and advertising through social media sites. She also proof read the entire document in its working stages and final draft.
  2. 2. 2 Executive Summary Jimmi’s Bar and Grill is located in Fullerton, California within two miles of the California State University of Fullerton Campus, and very close to Fullerton Community College. Jimmi’s Bar and Grill is family owned and operated offering alcoholic beverages. Jimmi’s Bar and Grill currently has a clientele of middle aged consumers who typically stop by on their way home from work. Being within such a close proximity of California State University of Fullerton and Fullerton Community College, Jimmi’s Bar and Grill would like to attract new consumers from the local college demographic. Jimmi’s Bar and Grill has a cornucopia of local competition including the famed Downtown Fullerton. To find out what local college students look for when they attend bars, a survey was implemented to focus on what attributes help them decide on where to go. After reviewing the information from the survey, the following conclusions were drawn:  Over 85% of our survey takers are less than the age of 34  Over 55% of our survey takers make less than $30,000 annually  Over 38% of our survey takers live within 5 miles of California State University of Fullerton Campus  Over 85% of our survey takers use word of mouth when attending new bars  Finally we learned that our survey takers main focus is on drink specials, how far the venue is located from their residence, and what types of entertainment are available With this valuable information, necessary actions can be determined while developing an entirely new marketing plan for Jimmi’s Sports Bar and Grill. The plan is to use this information gathered from the current owner of the bar to help devise an even stronger marketing plan. With a newly implemented marketing plan, expect to see a drastic improvement operating activity and total revenues increase of $30,000 annually.
  3. 3. 3 Table of Contents I. Identify Name of Product ........................................................................................................................ 6 1.1 Goal.................................................................................................................................................. 6 1.2 Nature of the Business ..................................................................................................................... 6 2.0 Identify Potential Customer .................................................................................................................. 7 2.1 Market Segmentation Analysis ........................................................................................................ 7 2.2 Trends of Target Market .................................................................................................................. 8 2.3 Typical Buying Behavior................................................................................................................. 8 2.4 Relationship with Customer........................................................................................................... 17 3.0 Identify Competitors ........................................................................................................................... 18 3.1 Competitors.................................................................................................................................... 18 3.2 Competition Horizon ..................................................................................................................... 18 3.3 Competitive Advantage ................................................................................................................. 18 3.4 Barriers for Entry........................................................................................................................... 18 4.0 Analysis of External Enviornment...................................................................................................... 19 4.1 Economic Environment.................................................................................................................. 19 5.0 Understanding of the Company .......................................................................................................... 19 5.1 Position with Enviornments........................................................................................................... 19 5.2 SWOT Analysis ............................................................................................................................. 19 6.0 Conduct Elementary Level of Market Research................................................................................. 20 6.1 Identify Market Location of the Business....................................................................................... 20 7.0 Identify The Product ........................................................................................................................... 20 7.1 Product Class .............................................................................................................................. 20
  4. 4. 4 7.2 Product Life Cycle ...................................................................................................................... 21 7.3 Branding Strategy ....................................................................................................................... 21 8.0 Identifying Place Objectives ............................................................................................................... 22 8.1 Levels of Customer Service ......................................................................................................... 22 8.2 Channels....................................................................................................................................... 23 8.3 Handling Customer Service Problems ......................................................................................... 23 8.4 Handling Reverse Logistics ......................................................................................................... 23 9.0 Promotion............................................................................................................................................ 23 9.1 Promotion Objectives.................................................................................................................. 23 9.2 Types of Advertising.................................................................................................................... 23 9.3 Publicity....................................................................................................................................... 25 9.4 Suggestions ................................................................................................................................. 28 10.0 Price ................................................................................................................................................. 29 10.1 Demand ..................................................................................................................................... 29 10.2 Costs of Products ...................................................................................................................... 29 10.3 Price Flexibility......................................................................................................................... 29 10.4 Price Strategies.......................................................................................................................... 29 10.5 Corporate Goal.......................................................................................................................... 31 11.0 Identify Special Resources Required for Implementation ................................................................ 31 11.1 People Required for Implentation.............................................................................................. 31 11.2 Financial Resources Required for Implemenation..................................................................... 31 12.0 Forecasts............................................................................................................................................ 32 12.1 Sales ............................................................................................................................................ 32 12.2 Costs............................................................................................................................................ 33
  5. 5. 5 13.0 Timing.............................................................................................................................................. 34 13.1 Future Advertising Campaigns ................................................................................................... 34 13.2 Sales ............................................................................................................................................ 36 Bibliography.............................................................................................................................................. 37 Survey ....................................................................................................................................................... 38
  6. 6. 6 Jimmi’s Bar & Grill Marketing Plan 1.0 Identify The Name of The Product Market 1.1 The Goal: Jimmi’s Bar & Grill’s goal is to increase sales and return on investment. The majority of the customers who attend Jimmi’s Bar & Grill are middle-aged individuals, blue collar workers and older gentlemen. Since middle-aged individuals are common consumers at this establishment, the goal of this project is to target college students to attend the establishment. Since Jimmi’s Bar & Grill is located within two miles of California State University Fullerton and Fullerton College campuses, it is a significant benefit in attracting college students to the establishment. College students are an advantage to bars because they are at the age where they want to drink numerous alcoholic beverages and have fun with their friends. Since they are near the minimum age to consume alcohol, college students will buy more alcoholic drinks to test which drinks they like best. On the average, typical college students are able to spend more money as they have a greater amount of discretionary income. The typical middle-aged individual has children, bills and expenses each month. A survey will be created to find out the preferences and characteristics of where college students look for when they go out to bars and clubs. In the survey, college students will answer various questions ranging from their favorite types of alcoholic beverages, what types of entertainment they prefer, what they like to do when they go out to clubs and what type of music they enjoy. Using the information surveyed, the owners of Jimmi’s Bar & Grill will make necessary changes in order to generate an increase in return on investment. 1.2 Nature of The Business: The nature of the business is the sale of alcoholic beverages to customers for consumption. The mission statement of Jimmi’s Bar & Grill is to give the highest level of service to ensure our customers have fun and keep coming back. The slogan of Jimmi’s Bar & Grill is “the night you won't remember at the bar you'll never forget.” A government regulation facing
  7. 7. 7 bars is that the minimum age to drink is 21 years old, which limits a major portion of the desired target market. Many college students are between the ages of 21-34 years old. A major constraint to overcome is the need to make changes to fit with college preferences. Many younger consumers like different things than older consumers, which allows for a discrepancy between the two age groups. It is not always profitable to give up one desired market for another market. Another constraint is an emphasis on food/appetizers. Currently, Jimmi's Bar & Grill does not have a cook/chef to serve food to customers. Food is a tough sell as it can easily spoil or not be used. This can cause excess costs for the owners and allow for a decrease return on investment. This constraint is definitely a major idea for Jimmi's Bar & Grill to analyze for future success. 2.0 Identify Potential Customers 2.1 Market Segmentation Analysis: The target market audiences are individuals between the ages of 21 to 34 years old. A geographic information system website, called ESRI, illustrated the demographics of the zip code 92831, where Jimmi’s Bar & Grill is located. The Tapestry Segmentation feature identified the best markets, most profitable consumer types, tailored marketing messages to fit the target market audience, and defined product and service preferences. The top two tapestry segments for Jimmi’s Bar & Grill are Dorms to Diplomas and Young and Restless. A.) The Dorms to Diplomas segment consists of college students. The Dorms to Diplomas segment are the youngest of the tapestry age segments. The majority of this segment shares residency with one or more roommates and work part-time in the low paying jobs. These jobs include the educational services, food service and retail industry. In addition, these segments live in dorms and off-campus. The Dorms to Diploma residents have a carefree lifestyle and focus on education. The median age for this segment is 21.9 years old with the median household income being $23,807.
  8. 8. 8 B) The Young and Restless segment consists of a young and on-the-go population. This median age of this segment is 28.9 years old with the median household income at $37,235. Since only 23% of these residents have children, it gives the segment more disposable income than segments with similar income levels. These individuals are educated with a background of professional sales, service or office administration jobs. They are young, single professionals are pursuing their careers and live a busy lifestyle. These individuals are characterized as technologically savvy and take advantage of products and services that provide convenience. 2.2 Trends of Target Market: According to IBISWorld, the trends of the target market are high unemployment and low disposable income. In the past 5 years, these key trends drove consumers away from luxuries. Some examples of luxuries are trips to bars and nightclubs. The nightclub industry has suffered as consumers cut down on spending. More and more consumers are following the rising trend of drinking at home. This will continue to be an obstacle the industry over the next five years; however, an increase in consumer spending will bring the industry back to solid health. 2.3 Typical Buying Behaviors: For understanding the typical buying behavior, cross tabulations from the SPSS Statistics program were used. The cross tabulations were analyzed from questions pertaining to the survey. The cross tabulations were comprised of commute, influences, drink specials, location, entertainment, cover charge, dance floor, food specials and favorite sport. These were important characteristics and information for Jimmi's Bar and Grill. These were important characteristics to consider when creating the survey, as this information could be invaluable to Jimmi's Bar and Grill in not only increasing visibility to the target market, but to understand the strengths and values this particular market put on each category. This information can be used to help analyze the groups behavioral intentions when it comes to making decisions on where to go out and socialize.
  9. 9. 9 Commute  47.0% of males live 1-5 miles from Cal State Fullerton  33.3% of females live 6-11 miles from Cal State Fullerton  31.2% of 18-24 year olds live 1-5 miles from Cal State Fullerton  53.8% of 25-31 year olds live 1-5 miles from Cal State Fullerton  42.8% of respondents who make $10,000-$19,999 live 1-5 miles from Cal State Fullerton  50% of respondents who make $20,000-$29,999 live 6-11 miles from Cal State Fullerton Jimmi's Bar & Grill is located less than 2 miles from California State University Fullerton. The cross tabulations showed males lived closer to Cal State Fullerton than females. The cross tabulations allowed greater understanding of the demographics of people who took the survey. An interesting statistics was 31.2% of 18-24 year olds live 1-5 miles from Cal State Fullerton.
  10. 10. 10 Influences  41.1% of females felt location was most important  27.7% of males said entertainment was most important  37.5% of 18-24 year olds felt entertainment was most important  61.5% of 25-31 years felt entertainment and drink prices were important influences  42.8% of respondents who make $10,000-$19,999 felt entertainment was their greatest influence  66.6% of respondents who make $20,000-$29,999 felt location was their greatest influence The influences of the bar from the survey were comprised of answers such as location, entertainment, drink prices, and atmosphere. The top two results were location and entertainment. Females ranked higher for location being an important factor for their bar/nightclub influences with 41.1%. Males ranked entertainment was the most important factor for their bar/nightclub influences with 27.7%.
  11. 11. 11 Drink Specials  38.8% of males thought drink prices were very important  47.0% of females said drink prices were somewhat important  100% of 25-31 year olds said drink specials were very and somewhat important (tied)  43.7% of 18-24 year olds said drink specials were very important The survey was comprised of a question ranking the importance of drink specials. Males ranked drink prices a very important factor for their bar/nightclub with 38.8%. Females ranked drink prices a somewhat important factor for their bar/nightclub with 47%. Drink specials were very important to 18-24 year olds with a total of 43.7%. While these tabulations were insightful, it's important to mention that the Marketing plan needs to ensure that Jimmi's drink specials allow a competitive advantage, and thus should be a constant reminder to potential consumers by way of advertising on social media platforms.
  12. 12. 12 Location  55.5% of males said location was somewhat important  94.1% of females tied with Very and somewhat important  50% of 18-24 year olds said location was very important  50% of 18-24 year olds said location was somewhat important  61.5% of 25-31 year olds said location was somewhat important  50% of respondents who make $10,000-$19,999 said location was very important  66.6% of respondents who make $20,000-$29,999 said location was very important The survey consisted of a question ranking the importance of location. Location was ranked as somewhat to a very important factor for their bar/nightclub. Males ranked location as a somewhat important factor for their bar/nightclub with 55.5%. Females ranked location as a tie between very and somewhat important with 94.1%. With totals over 50%, 18-31 year olds ranked location as a somewhat important factor to the bar/nightclub they attend. Highlighting the location would be essential to the marketing strategy as many people within the target
  13. 13. 13 group do not want to go out of their way to enjoy a night out with friends, so a campaign that features special offers for locals could become quite beneficial. Entertainment  55.5% of males somewhat care about entertainment  41.1% of female find entertainment very important  50% of 18-24 year olds said entertainment was somewhat important  53.8% of 25-31 year olds said entertainment was very important  42.8% of respondents who make $10,000-$19,999 said entertainment was very important  66.6% of respondents who make $20,000-$29,999 said entertainment was somewhat important The survey contained a question ranking the importance of entertainment. Entertainment was ranked as somewhat to a very important factor for their bar/nightclub. Males ranked entertainment as a somewhat important factor for their bar/nightclub with 55.5%. Females find entertainment a very important factor with 41.4%. Respondents who make $10,000-$19,999 annually named entertainment a very important factor with 42.8%.
  14. 14. 14 Cover Charge  50% of males found a cover charge to be very important  58.8% of females said a cover charge was somewhat important  43.7% of 18-24 year olds said cover charge is very important  61.5% of 25-31 year olds said a cover charge is somewhat important  66.6% of respondents who make $20,000-$29,999 said cover charge was somewhat important The survey enclosed a question ranking the importance of a cover charge. The charging of a cover fee was ranked as a somewhat important factor to a very important factor for their bar/nightclub. Males ranked a cover charge as a very important factor for their bar/nightclub with 50%. Females ranked a cover charge as a somewhat important factor for their bar/nightclub with 58.8%. Respondents who make $20,000-$29,999 annually named entertainment as a somewhat important with 66.6%.
  15. 15. 15 Dance Floor  38.8% of males said a dance floor was not very important  Females tied with very important and not very important with 70.5% of the total results  31.2% of 18-24 year olds said a dance floor was very important  38.4% of 25-31 year olds said a dance floor is not very important  42.8% of respondents who make $10,000-$19,999 said a dance floor was very important  66.6% of respondents who make $20,000-$29,999 said a dance was not very important The survey consisted of a question ranking the importance of a dance floor. Males ranked the availability of a dance floor as a not very important factor for their bar/nightclub with 38.8%. Females ranked the availability of a dance floor as a tie between a very important factor and a not very important for their bar/nightclub with 70.5%. Respondents from the ages of 18-24 said the availability of a dance floor was a very important factor for their bar/nightclub with 31.2%. Respondents who make $10,000-$19,999 annually responded that the availability of a dance floor was a very important factor for their bar/nightclub with 42.8%.
  16. 16. 16 Food Specials  44.4% of males said food specials were somewhat important  41.1% of females said food specials were somewhat important  37.5% of 18-24 year olds said food specials were somewhat important  38.4% of 25-31 year olds said food specials were somewhat important  35.7% of respondents who make $10,000-$19,999 said food specials were somewhat important  50% of respondents who make $20,000-$29,999 said food specials were somewhat important The survey consisted of a question ranking the importance of food specials. Males ranked food specials as a somewhat important factor for their bar/nightclub with 44.4%. Females ranked food specials as a somewhat important factor for their bar/nightclub with 41.4%. Respondents overall determined that food specials were a somewhat important factor for their bar/nightclub. Adding the availability of food to Jimmi's Bar and Grill will increase monthly costs and be beneficial to those patrons that want a more relaxed atmosphere by being able to munch on a few key appetizers, prolonging their stay.
  17. 17. 17 Favorite Sports  The top 3 sports for men were football, UFC, basketball and hockey. They equaled 50% of all choices.  The top 2 sports for women were football and UFC. Football was most popular with 29.4%.  25% of 18-24 year olds said UFC was their favorite sport  23% of 25-31 year olds said UFC was their favorite sport  50% of respondents who make $20,000-$29,999 said basketball was their favorite sport  28.5% of respondents who make $10,000-$19,999 said UCF and football were their favorite (tie) The survey consisted of a question ranking the importance of sports. The top three sports for males were football, UFC, and hockey. The top two sports for females were football and UFC. Respondents from the ages of 18-24 ranked UFC as their favorite sport with 25%. Respondents from the ages of 25-31 said UFC was their favorite sport with 23%. Respondents who make $20,000-$29,999 ranked basketball as their favorite sport. 2.4 Relationship with Customer: Jimmi’s Bar & Grill will need to continue to encourage relationship building with customers. Relationship building leads to loyal customers who will continue to purchase products from the company. Bartenders and owners must execute strong communication with customers. This can be done by rewarding loyal customers, offering special rewards for
  18. 18. 18 customers who bring a friend in and listening to complaints. Creating relationships with customers is the key to success. 3.0 Identify Competitors 3.1 Competitors: Jimmi’s Bar & Grill’s biggest competitor is 601 Sports Bar, which is located right across the street. 601 Sports Bar currently has the same demographic of consumers as Jimmi’s Bar & Grill. Jimmi’s Bar & Grill also has significant competition from Downtown Fullerton, which is located just a few streets away. Downtown Fullerton has a high market for college students attending the local colleges nearby. Jimmi’s Bar & Grill is less than two miles from the Cal State Fullerton and Fullerton Community College campuses. Location is one of the top two most popular influences when deciding a place to go out. 3.2 Competition Horizon: The competition horizon will likely not change because college students will continue to go to Downtown Fullerton bars and Jimmi’s Bar & Grill’s closest competitors are likely to stay in business in the distant future. 3.3 Competitive Advantage: Jimmi’s Bar & Grill’s competitive advantage is inexpensive alcoholic beverages. Jimmi’s Bar & Grill offers alcoholic beverages at least a few dollars cheaper than drinks in Downtown Fullerton. This is important because the average college student does not have the ability to spend numerous amounts of money on purchases. Jimmi’s Bar & Grill also offers live entertainment without a cover charge fee and discounted drink specials daily. 3.4 Barriers for Entry: The barriers for entry would include costs of making an atmosphere for a restaurant style bar, which was surveyed as the most popular type of atmosphere preferred. Having a selection of appetizers and live musical entertainment are also costs that Jimmi’s Bar & Grill will have to take into account in order to gain the target market for college students. 4.0 Analysis of External Environment
  19. 19. 19 4.1 Economic Environment- This is a major concern because high unemployment rates, less income, higher interest rates, lower productivity and inflation will influence consumers buying behavior. These factors will cause consumers to reduce their spending money and in return start saving their income. 5.0 Understanding of the Company 5.1 Position with Environments: Jimmi’s Bar & Grill is a family owned bar serving the community of Fullerton, California. It is a neighborhood “cheers” type bar with many regular customers who come in after a long day at work. Jimmi’s Bar & Grill is currently open Monday through Sunday from the hours of 12 noon to 2am. Jimmi’s Bar & Grill offers a wide variety of alcoholic beverage including different types of beers, wine and liquor products. Jimmi’s Bar & Grill has live entertainment, access to numerous televised sporting events and a jukebox with countless songs including the newest top 40 songs. Jimmi’s Bar & Grill offers inexpensive alcoholic beverages and discounted drink specials daily. 5.2 SWOT Analysis: Jimmi’s Bar & Grill has numerous advantages including the ability to serve drinks at inexpensive prices, the capability to have live musical entertainment and a large parking lot. It is also located on a busy street so oncoming traffic can see the business from public view. The biggest disadvantage of Jimmi’s Bar & Grill is the outside building does not look like a restaurant style bar. It is located in an industrial complex. The owners should have the renting company update the look of the building with new paint and decorative outside additions. The outside smoking section of the building should also be updated. The figure below is a picture of the outside of the building.
  20. 20. 20 6.0 Conduct Elementary Level of Market Research 6.1 Identify Market Location of the Business: The population of Fullerton consists of 138,574 residents. Females of consist of 50.9% of the population. The population of Fullerton consists primarily of white, Hispanic and Asian origins. The population ages of 20-34 years old consists of 31,105 of the 138,574 in the total population. This is a key demographic to target. 14,929 out of 138,574 residents are currently in undergraduate and graduate college programs. The median age of Fullerton residents is 34 years old. The median household income is $67,696. This information was gained by using the City of Fullerton Community Development Demographic and Income Profile Report. 7.0 Identifying The Product 7.1 Product Class: The industry product class comprises of establishments known as bars, taverns, nightclubs, or drinking places. These establishments primarily engage in the preparing and serving of alcoholic beverages for immediate consumption. These establishments may also provide limited food services. Bars depend on the ability to drive traffic and develop a loyal clientele. Small companies can compete effectively by serving a local market, offering unique products/ entertainment, and providing superior customer service.
  21. 21. 21 7.2 Product Life Cycle: The product life cycle is fairly lengthy due to the fact it takes numerous amount of time for alcoholic beverages to spoil. 7.3 Branding Strategy: Current Logo: Above is the logo for the establishment. Since auto racing was the least watched sport surveyed, the logo should be altered without the checkered flag in the background. The logo should include a beer mug and a martini glass on each side. It would show that Jimmi’s Bar & Grill is a bar that sells beers and mixed drinks just by looking at the logo. It will also increase brand identity because consumers will know what Jimmi’s Bar & Grill sells based on the logo of the company. A) Quality Positioning: Jimmi’s Bar & Grill is committed to earning the highest quality in the serving of alcoholic beverages. Jimmis Bar & Grill has passed all sanitary safety certifications with flying colors. Drinks and shots that are most expensive have the best quality and hold luxurious value. Jimmi’s Bar & Grill is known for their cherry whiskey infused energy drink shot. This type of mixed shot is known as a Cherry Bomb. Jimmi’s Bar & Grill has a special on Saturdays for this particular drink at a discounted price. B) New Branding Strategy: Based on the information that was surveyed, drink specials have been created to accommodate students drinking at the establishment. Since students like to go out on Friday and Saturday nights, it would be a good idea to have live rock and country music on those nights. These are the top two types of music surveyed. The appetizers that Jimmi’s Bar & Grill should have on Friday and Saturday nights are French fries, wings and mozzarella sticks. The
  22. 22. 22 team has determined that Jimmi’s Bar & Grill can sell a basket of French fries for $2, a basket of wings for $5 and 6 mozzarella sticks for $3. These are the top three choices for appetizers. Tequila was the most popular shot surveyed and since there is a small selection of tequila at Jimmi’s Bar & Grill, the team determined that a few more types of tequila it can increase sales. Next, Jimmi’s Bar & Grill should televise the UFC fights. It was the most popular televised sporting event that students enjoy watching. The top beers chosen are Shock Top, Sam Adams and Corona. Since Jimmi’s Bar & Grill does not sell Sam Adams beer, having Jimmi’s Bar & Grill purchase a few cases can increase revenue. The most popular mixed drinks students prefer are vodka, margaritas and Jack & Coke. Instead of having a Cherry Bomb special on Saturdays there should be a margarita special for $4. 8.0. Identifying Place Objectives 8.1 Levels of Customer Service: Bartenders must possess excellent customer service skills and have the ability to build relationships with consumers. By building an employee-consumer relationship, customers will continue to return and make the establishment the choice of where they want to consume their alcoholic beverage. In addition to appropriately handling customer service, Jimmi’s Bar and Grill will be implementing an “Employee Feedback System” where each employee will answer a series of questions after their shift regarding the customer service they provided and how it can be improved. Based on the sales projection of $250,000, Jimmi’s Bar and Grill must reach a customer service level of 96%. Using the customer feedback would allow Jimmi’s Bar and Grill to lower the expected shortages (4%) and predict future demand. Below, is a chart explaining the characteristics of future demand and costs.
  23. 23. 23 All bartenders employed at Jimmi's Bar and Grill will be certified by completing a bartending school, become T.I.P.S. certified, and ServSafe certified. The nationally known T.I.P.S. program encourages bartenders and other employees to intervene if they believe patrons are on the verge of consuming too much alcohol. Implementing the T.I.P.S. program will keep Jimmi's Bar and Grill socially responsible for their clients and public safety. All employees handling food at Jimmi's Bar and Grill will be ServSafe certified. ServSaf focuses on the handling of raw food, how to properly cook for a safe and healthy consumption. By having employees become ServSafe certified, Jimmi's Bar and Grill can ensure a very low possibility of food poisoning and contamination. 8.2 Channels: Jimmi’s Bar and Grill is a family owned business whose prices greatly affect the consumers buying behavior. Receiving cost efficient alcoholic products from distributors is the key objective to offering inexpensive alcoholic beverages to consumers. Only a large increase in the cost distributors place on alcohol per bottle will cause a minor increase to the menu price. A slight increase in the cost of alcohol per bottle will not change the cost to consumers. 8.3 Handling Customer Service Problems: In order to ensure excellent customer service, employees will be trained to service customers in a professional and appropriate manner. Should a customer service issue arise; each situation will be handled individually and with the highest attention by the servicing employee or the on-site manager. In addition, implementing the “Employee Feedback System” will help
  24. 24. 24 identify weak customer service points in order to understand and develop more efficient customer service techniques. 8.4 Handling Reverse Logistics: There will be few reverse logistics for Jimmi’s Bar and Grill due to the products and services being consumed. Information will be returned from feedback through Yelp, Twitter, Facebook, Instagram and Google+. The information and feedback from these social media websites will be reused for brand promotion. Recycling cans and bottles will increase waste efficiency. 9.0 Promotion 9.1 Promotion Objectives: The objective of promotion is to increase brand identity. The goal is to have consumers instantly recognize the name Jimmi’s Bar & Grill and automatically know what is offered. With a strong brand identity, it will increase sales and consumers will continue to return. 9.2 Types of Advertising: Jimmi's Bar & Grill uses many forms of advertising to promote their venue. The Jimmi’s Bar & Grill’s website [www.jimmisbarandgrill.com] is primarily used to promote the bar when searched online by providing customers with information on upcoming events as well as alcoholic beverages offered. Below is a figure of Jimmi’s Bar & Grill’s website.
  25. 25. 25 Jimmi’s Bar & Grill’s website has a high visibility on Google. When searching through Google.com, Jimmi’s Bar & Grill’s website was listed fifth on the first page. The diagram below is a screenshot of the visibility of Jimmi’s Bar & Grill when typed into the Google Search box. 9.3 Publicity: A large amount of Jimmi’s Bar & Grill’s marketing is on social media. Jimmi’s Bar and Grill uses Facebook as their main social media platform. Jimmi’s Bar & Grill also uses a combination of Twitter, Google+ and Instagram for their social media. Jimmi’s Bar & Grill has over 700 friends on Facebook and 900 followers on Twitter. Jimmi’s Bar & Grill also uses flyers, posters, and a marquee sign on the property as part of their marketing strategy. The flyers/posters are posted inside the bar to inform customers of events and specials. The marquee sign is in front of the complex, which is visible to passing vehicles and vehicles stopped for period at a train passing. Jimmi’s Bar & Grill has the ability to change the marquee sign to market different advertising specials.
  26. 26. 26 The figure above is a picture of the marquee sign. This is Jimmi's Bar & Grill's Twitter page (ww.twitter.com/jimmis_bar). The Twitter social media website is used to promote daily specials, events and the website. The Twitter account posts pictures of the daily specials and events to further draw attention to the venue.
  27. 27. 27 This is Jimmi's Bar & Grill's Google + page. This is a fairly new form of advertising for Jimmi's Bar & Grill as the Google + page was made less than a month ago. This is the Jimmi's Bar & Grill Facebook Fan page. Jimmi's Bar & Grill has two Facebook pages to promote their business with their customers.
  28. 28. 28 This is Jimmi's Bar & Grill's Instagram profile. Jimmi's Bar & Grill posts about promotions and events with daily updates. 9.4 Suggestions: Jimmi’s Bar & Grill should implement a promotion when a customer brings in a new customer, the older customer will get a free beer. Jimmi’s Bar & Grill can also reward customers who become a “friend” of Jimmi’s Bar & Grill’s Facebook page. These rewards can be a free alcoholic beverage or a free appetizer. Jimmi’s Bar & Grill should also have customers write a review on Jimmi’s Bar & Grill’s Yelp page to get a higher level of satisfaction. Yelp is a new interactive social media website where members write reviews on their experiences going to specific places. Jimmi’s Bar & Grill only has 2 ½ stars out of 5. A high-quality number would be 3.5-4 stars. The figure below is a screen shot of the review of Jimmi’s Bar & Grill on Yelp.com.
  29. 29. 29 Jimmi’s Bar & Grill averaged 139 views in the month of June on the Yelp.com page. It generated 31 customer leads, with the combination of mobile phone calls, mobile check-in’s, asking for directions and links to the website. The goal is to increase the number of customer leads and page views to Jimmi’s Bar & Grill’s website. 10.0 Price 10.1 Demand: Jimmi’s Bar and Grill has an elastic demand on products. When drink prices increase, consumers notice and will not purchase as many alcoholic beverages as before. The same can also be said for higher priced alcoholic beverage products which usually do not sell as much as lower priced alcoholic beverages. 10.2 Costs of Products: The prices of the alcoholic beverages are fairly flexible. Large increases in the price to purchase alcoholic beverages from a distributor will cause slight increases in the prices that the establishment will charge to consumers. Slight increases in the price to purchase alcoholic beverages from a distributor will not cause any increases in the price the establishment charges to consumers.
  30. 30. 30 10.3 Price Flexibility: Jimmi’s Bar & Grill is committed to having inexpensive prices. In a recession, Jimmi’s Bar & Grill knows that customers are struggling to have ends meet. While conversing with the owners of the company, prices of drinks have been only changed twice in the past five years with an increase of seventy five cents per drink. 10.4 Pricing Strategies: Jimmi’s Bar & Grill offers discounts on drinks daily. Jimmi's Bar & Grill uses drink special graphics throughout the bar as well as social media sites. The following is a list of the drink specials currently offered and the flyers Jimmi’s Bar & Grill is currently using to promote these drink specials: Monday: $5 Patron Shots Tuesday: $3 Well Drinks Wednesday: $5 Jager Shots Thursday: $4 Jack and Cokes Friday: $5 Washington Apples Saturday: $5 Cherry Bombs Sunday: $4 Fireball Shots
  31. 31. 31 10.5 Corporate Goal: The corporate goal of Jimmi’s Bar & Grill is to price products correctly. Jimmi’s Bar & Grill offers drinks at inexpensive prices compared to bars in Downtown Fullerton. The goal is to make sure that the products are priced fairly to consumers but the business also needs to make enough of a profit to cover monthly expenses. It is important to understand how much the product needs to be
  32. 32. 32 marked up and how much of a product needs to be sold to turn a profit. The product costs needs to include overhead costs not just the literal cost. Jimmi’s Bar & Grill has prices that are significantly higher and lower than competitors. Jimmi’s Bar & Grill needs to make sure the prices of alcoholic beverages are near competitors prices. 11.0 Identify Special Resources for Implementation 11.1 People Required for Implementation: The people required for implementation are any paying customers who like to consume alcoholic beverages, devour appetizers and listen to live musical entertainment. 11.2 Financial Resources Required for Implementation: Jimmi’s Bar & Grill’s return on investment this year has been improving significantly than prior years. Jimmi’s Bar & Grill recently added a credit/debit card machine. This has been a great asset to the company. In order for Jimmi’s Bar & Grill to become a profitable tavern, the owners need to take into account the answers from the survey that was completed for this project. Input from people who are going out to different bars and restaurants in Downtown Fullerton, Downtown Brea and Los Angeles have a great knowledge of the type of atmosphere and products they are looking for when they go out. Based on the answers received from the survey, this demographic of people are willing to spend at the minimum $20 a night and a maximum of $250, which can increase return on investment considerably. 12.0 Forecasts 12.1 Sales: The goal is to increase annual sales by $30,000 to a total of $250,000. Right now, Jimmi’s Bar & Grill makes enough in sales to pay the bills. The goal of a business to make a profit. By using the suggestions from the survey, Jimmi’s Bar & Grill can increase return on investment. With an extra income of $30,000 it can be used to make renovations and remodeling. Below is a diagram of the monthly sales from the year 2012.
  33. 33. 33 The diagram below is the sales for 2013 and the forecasted sales for June through December. 12.2 Costs: There are many costs to running a bar. The monthly costs of running Jimmi’s Bar & Grill are about $20,000. Below is a table of all the expenses that Jimmi’s Bar & Grill pays monthly. The costs that need to be decreased are the amount of money spent on payroll, rent, alcohol and grocery supplies. Payroll needs to decrease to $2000 a year. This can be done by switching payroll companies. Jimmi’s Bar & Grill currently pays over $200 on payroll services monthly and there are other payroll services 0.00 5,000.00 10,000.00 15,000.00 20,000.00 25,000.00 2012 Sales Series1 0.00 5,000.00 10,000.00 15,000.00 20,000.00 25,000.00 January February March April May June July August September October November December 2013 Actual and Expected Sales Series1
  34. 34. 34 that cost significantly less. Jimmi’s Bar & Grill also needs to consider negotiating a lower price for monthly rent. The rent is the biggest expense that is costing the company the most money. Jimmi’s Bar & Grill should find another location, which the cost is less expensive, or have the landlord decrease the amount on the monthly rent. Decreasing the amount at grocery stores to $400 a month and decreasing the monthly cost of alcohol to $3000 can increase profits as well. Repairs $832.89 Directv $125.99 Insurance $767 Gas $61.97 Rent $4,405.30 Edison $582.79 At&t $103.01 MG Disposal $161.44 IRS $527.00 Bands $560.00 City ofFullerton $80.00 Alarm System $75.00 State Fund $1,188.75 Straub $1,997.35 Monarch $61.00 Southern $1,189.77 Harbor $372.65 Young's $532.40 Smart & Final $839.19
  35. 35. 35 Payroll & Taxes& Fees $3001.54 Grocery Stores $400.35 Other Receipts $766.28 13.0 Timing 13.1 Future Advertising Campaigns: 1) Put flyers around the California State University Fullerton and Fullerton College campuses 2) Create mobile ads on Google and Facebook 3) Pass out brochures, menus and a events page to local residents in Fullerton 4) Create business cards and hand them out to residents in Fullerton so they are able to have easy access to the business’s website, telephone number and Facebook page 5) Create banners with daily drink specials to put on the outside of the building so people who are waiting at the railroad tracks for the train to pass can look at the sign and learn about Jimmi’s Bar & Grill. Marketing Calendar: Daily- Update all of Jimmi's Bar and Grill's social media outlets (Facebook, Instagram, Twitter) with daily drink specials and happy hour specials. Collect coupons and gather data regarding advertisement and Jimmi's "Bring a Friend" program. Monthly- Review the data collected to see which advertising mediums are most successful and how Jimmi's Bar and Grill is bringing in consumers. Annual- Review and analyze collected monthly data from all forms of advertising and marketing to see which mediums are most effective and where Jimmi's Bar and Grill needs to improve. Finally, set an advertising budget for the upcoming year from previous baseline data.
  36. 36. 36 The diagram below is a marketing schedule for Jimmi’s Bar & Grill to use in order to advertise the business. Advertising Costs for the Marketing Calendar: Advertising Medium Distribution Cost/Ad Orange County Register Local Area newspaper $412 weekly (B/W) (500,000 homes) Daily Titan CSUF Newspaper $163.53 (year) 1/8 page OC Weekly Magazine Local area coupon magazine $129 weekly (67,000 homes) Atomic Outdoor Media Local bus bench advertising $1500 (year) bus bench ValPak Local coupon distribution mailer $350 weekly (10,000 homes) Months Marketing Theme July Use Valpak to reach 10,000 local home in Fullerton. This push before summer should encourage consumers and college students to visit Jimmi's Bar and Grill. August As school semester prepares to begin, Jimmi's Bar and Grill will create an ad in California State University Fullerton's Daily Titan Newspaper to encourage college students to visit. September Implement use of OC Weekly magazine for advertising as a secondary summer push to encourage consumers to visit Jimmi's Bar and Grill. October Contact Atomic Outdoor Media to start advertising on local bus benches in Fullerton. November Implement an ad in the Orange County Register for advertising for a one month trial. December Prepare to contact California State University of Fullerton’s Daily Titan Newspaper to begin advertising when the Spring semester starts in January.
  37. 37. 37 13.2 Sales: The goal is to increase sales by $30,000 this year. This will be done through the advertising plans in the section above. Sales will start increasing gradually daily by $50-$100. By concentrating on a day to day basis focus will be created. By creating focus daily, it will create a push system. As a result of creating a push system, bartenders will get an incentive when the goal for daily sales is met.
  38. 38. 38 Bibliography "Bars & Nightclubs in the US: Market Research Report." Bars & Nightclubs in the US Market Research. N.p., n.d. Web. 02 July 2013. “Demographic and Income Profile Report." City of Fullerton Community Development. ESRI Forecasts, 14 Nov. 2011. Web. 25 June 2013. "Determining the reorder point: How low should I let my inventory level go before I reorder?” Excel Office.com. Office.com. http://office.microsoft.com/enus/excelhelp/determiningthereorderpointhowlowshouldiletmyinventory- levelgobeforeireorderHA001124602.aspx (accessed June 20, 2013). "Esri - GIS Mapping Software, Solutions, Services, Map Apps, and Data." ESRI RSS News. N.p., n.d. Web. 25 June 2013. "Inventory Management Review: Safety Stock." Inventory Management Review. http://www.inventorymanagementreview.org/2005/06/safety_stock.html (accessed June 20, 2013).
  39. 39. 39 Jimmi’s Bar & Grill Survey An online survey was created for Jimmi’s Bar & Grill to find out psychographic and demographic information about positive changes that could be made to increase revenue and attract a new target market. A 37 question survey was created with the majority of the questions in multiple choice formats. Several questions required a free response, to better understand what consumers want when they go to a nightclub/bar. Along with the survey, graphs were created for each question for easy interpretation for everyone. Some questions asked were very basic just to reaffirm some information that was already made aware, while other questions provided results which were very surprising.
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