Wagamama

664 views

Published on

Student Project:
Introducing Wagamama in France

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
664
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wagamama

  1. 1. 7 Dwarfs Agency
  2. 2. SUMMARYThe French Market AT L S t r a t e g yThe Key Audiences BTL StrategyObjectives Digital StrategyKey Messages TimescaleShop Locations Draft Budget
  3. 3. The French Market
  4. 4. The snaking food market• €82 bn for the outdoor restoration• Average expenses per year: € 1,250• 12 meals per month out of home• Theme restaurants number increased• Arrival of the convenience food: user-friendly products• The consumers habits:Time reduction of the lunch break (30min)Development of new habits such as the “nomadism” and the“snacking”Growing interest for what has to be called “world food” and “fusion food”
  5. 5. Mapping Restaurants Japanese top-class restaurants Brasserie / Sandwich & salad bars / Bakery
  6. 6. The Key Audiences
  7. 7. “I want a dazzling place where I can get nice food” “I want a place both stylish and clean, where the waiters are competent and friendly” “I want to be able to say yummy even before tasting the dish” Insights “I want a menu that inspires me and“Limited vision of the Japanese food” that makes me coming back to discover the other dishes on it” “I will not come back if the service level does not match the quality of food!”
  8. 8. Core Target• Around 20-35 years old• Young professionals• Students with an higher education• Trendy• In the rushExtended target• FamiliesSecondary Target• Tourists and people over 35 year old We target people who are dynamic, who enjoy the good side of life, and are openminded as they are willing to discover a new food experience.
  9. 9. Communication Objectives1. Generate buzz and word-of-mouth promotion (6months)2. Create wide-spread, far-reaching awareness of the new Wagamama location (all year long)3. Drive foot traffic into the restaurant and reward repeat customers
  10. 10. Opportunities Culture Audience Healthy Difficulty to and quick have a balance dietBrand Category Hype and Experience modern combining both restaurants exotic food and with a unique conviviality and quick service
  11. 11. Key MessagesPositioningWagamama, the mix between pan-Asiatic food and a westerntrendy placePromise “A new food experience in a stylish and friendly place”
  12. 12. Creative IdeaThe mix between Pan-Asiatic food and Western design
  13. 13. Shop Locations
  14. 14. Shop Locations
  15. 15. La DefenseEsplanade Target: White collars (Workers) Europe’s first business district 180 000 employees 20 000 residents 3 600 firms “Quatre Temps” 2nd most visited shopping center in France. + UGC Movie Theater
  16. 16. Etienne MarcelMontorgueil street Target: tourists & fashionistas Trendy shops and restaurants+ Close to Châtelet-les-Halles which is one of the top spots for shopping in Paris
  17. 17. The Latin QuarterSaint Michel Boulevard orSaint-Jacques streetTarget: students & tourists5th and 6th districtsHigher education facilities: universities, libraries, high schools andmonuments ( Luxembourg Garden, Pantheon, Sorbonne), barsbistros, clubs, touristic area
  18. 18. ATLStrategy
  19. 19. OutdoorAdvertising on Bus Stops in ParisTwo periods of two weeks“Réseau Privilège”Paris JC Decaux with 650 billboardsGoal: increase awareness and inform about the restaurants locations
  20. 20. Newspaper advertising space• The day before the opening : Friday 14th of September• The newspaper additional cover
  21. 21. La Defense Underground Station• 7 days : 17 to 23 September 2012• 15 buses lines• Underground : line 1• Suburb train: RER A• Tramway : line 2• 500 000 users per day
  22. 22. BTLStrategy
  23. 23. Storefront• Two different storefronts: July and August• Goal: Tease consumers during the building work period
  24. 24. PR EventTakes place at the “Wagamama Bowl” The Back to Work/School Event• First Exhibition• Gifts: Manga portraits, Wagamama cookbook and Wagamama presentation DVDs• 70 Journalists : 6 PM – 8 PM• 30 Bloggers : 8.30 PM – 10.30 PM LOGOS
  25. 25. « The Wagamama Bowl »Different spaces:Tasting areaExhibition (young contemporary artists) & A French library area with Mangas(partnership with “La Maison du Japon”)Manga satirical cartoon areaGoals: Creating interactivity between the brand and the consumer, brandawareness, press coverage, start the WOM and increasing the traffic at the“Wagamama Ball”- Rickshaws with hostesses distributing flyers with integrated coupons +pins.They also can bring in people to the Wagamama Bowl”
  26. 26. The Openning Day15th September• Promotion cards, flyers and pins distributed around the 3 restaurants areas
  27. 27. Corner ShopsNoodle boxes to take away at lunchtimeAnd promotion cards given with the box• Gallerie Lafayette• Concorde• Marcel Sambat• St Germain Goal: increase the awarness, inform about the shop locations and discover the recipes
  28. 28. Partnership artists• One artist per season• Possibility for the consumers to buy the art pieces• Goal: Create a real Brand Equity by putting under the light young artists without looking for any financial returns Example of partnership : JR Art
  29. 29. • Customer Relationship: a loyalty card: 5 meals = 10% discount on the 6th meal• All year long
  30. 30. Digital Strategy
  31. 31. Ad words + web referencing Etienne Marcel katsudon Design wok gyoza asiatique bouffe restaurant asiatique nouilles restaurant cuisine ramen Japonais manger pas cherJaponais asiat santénourriture Paris cuisine saine bien manger pas cher recettes resto pas cher ArtLa Défense Moderne Quartier Latin
  32. 32. The Website
  33. 33. Facebook• A French official Facebook fan page:• Creating a real community around the events and contest, sharing pictures and information about the restaurants and the exhibited artists, sharing your best moments in Wagamama, special tab for the seasonal exhibitions• The Facebook contest: “Share your own noodle recipe”• The winner is the one who will get the highest number of “likes”  Award: The best recipe will be published in the next Wagamama Cookbook + Publishing in a cooking magazine
  34. 34. Foursquare Restaurants, corner shops, events…
  35. 35. Smartphones App• A single App to book your table, get the itinerary, having a look at the menu and having up to date information about Wagamama restaurants, and there is even a game• Developed on the following platforms: iOS, Windows Phone OS, Android, Symbian OS and Blackberry OS
  36. 36. Schedule
  37. 37. Draft Budget
  38. 38. Outdoor : € 740,000 ATL“Privilège network” Paris JC Decaux / 650 billboards for 7 days / € 185,000Customization of La Defense underground station: € 70,000Metrobus / 7 daysNewspaper additional cover : € 255,90020 Min : € 103,900Direct Matin/Soir : € 152,000 TOTAL : € 1,065,900 Digital Strategy Website : € 20,000 Facebook Page : € 5,000 Facebook contest : € 500 Ad words + web referencing : € 30,000 Foursquare : € 7,000 Application for Smartphones : € 40,000 TOTAL : € 102,500
  39. 39. BTL« The Wagamama Bowl » : € 90,0004 Corner Shops : € 30,000€ 7,000 each / 4 chefs for 1 week (3h/day) : € 2,000PR Event : € 3,50070 journalists + 30 bloggersInvitation cards printing + Press kit : € 1,0004 chefs for 6h : € 720 / 4 hostesses for 5h : € 200Cocktail : € 1,5003 auto rickshaws : € 16,200Buying: € 6,000Customization: €3,000Employees (1 week + 2 days): € 3,24015 000 flyers and pins: € 4,000Storefront : € 60,0002 month / 3 restaurants TOTAL : 189 700 €
  40. 40. TOTAL ATL : € 1,065,900TOTAL BTL : € 189,700TOTAL Digital Strategy : € 102,500 € 1,493,910 Agency Fees (10%) : € 135,810
  41. 41. Thank YouJérémie Arditti, Anne Cauvin, Côme Desbarres, Elodie Fonteau, Elsa Grandpierre, Alexandre Grela, Anne-Laure Houéry

×