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Eat fresh vending machine - marketing plan


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Eat fresh vending machine - marketing plan

  1. 1. Marketing Plan <ul><li>EatFresh vending machine services </li></ul><ul><li>Team : Professor : </li></ul><ul><li>C onstantin Dumitrescu Perry Haan </li></ul><ul><li>C ristian Pistol </li></ul><ul><li>D ragos Buzea </li></ul><ul><li>A delin Crista </li></ul><ul><li>Tiffin University EMBA </li></ul><ul><li>Bucharest 2009, Cohort 7 </li></ul>
  2. 2. About CCDA Vending Services <ul><li>A company that has been existing since 2007 </li></ul><ul><li>A snack food distributor Company </li></ul><ul><li>CCDA began to consider a new line of business of fast food vending machines services addressing University Campuses </li></ul><ul><li>With the new EatFresh vending machine services - one of the leading provider for fast food in University campuses. </li></ul><ul><li>CCDA Vending Services hopes to start with standard sandwiches in 2009 and to expand to other fat free food products for vending machines in 2010. </li></ul>
  3. 3. Mission, Vision, Core Values <ul><li>Mission </li></ul><ul><li>“ to provide, manage and continually operate a successful and sustainable operation that provides fast food vending machine services and rental services to various segments of the campus community in support of their needs .” </li></ul>
  4. 4. Mission, Vision, Core Values <ul><li>Vision </li></ul><ul><li>“ We would like grow and diversify into other areas such as shopping centers, office buildings, and to be the sole provider for fast food vending operations on University campuses and schools around the country.” </li></ul>
  5. 5. Mission, Vision, Core Values <ul><li>Core Values </li></ul><ul><li>The FREEDOM to plan your diet. </li></ul><ul><li>The SUPPORT to adapt to a healthy eating life style. </li></ul><ul><li>Your RESPONSIBILITY to be active all the time. </li></ul>
  6. 6. Product Idea and Goals <ul><li>Provide customers with quick service at a reasonable price. </li></ul><ul><li>Provide good quality meals. </li></ul><ul><li>Provide many convenient locations. </li></ul>
  7. 7. Product Idea and Goals <ul><li>Our Product : </li></ul><ul><ul><li>Fast </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Options to choose </li></ul></ul><ul><ul><li>Convenient locations </li></ul></ul>
  8. 8. EatFresh Process Cycle <ul><li>1 Insert right number of coins or notes </li></ul><ul><li>2 Press selection button </li></ul><ul><li>3 EatFresh will take the selected sandwich for the deposited amount / freezer </li></ul><ul><li>4 EatFresh will put the sandwich into the microwave </li></ul><ul><li>5 EatFresh will remove the sandwich from microwave </li></ul><ul><li>6 The sandwich will be put into the container </li></ul><ul><li>7 Right amount of salt and spice will be added </li></ul><ul><li>8 The container will be pushed out to the customer </li></ul><ul><li>9 Customer picks up hot and fresh sandwich from EatFresh </li></ul>
  9. 9. Products& Services Provided <ul><li>Fast food vending machines EatFresh will be conveniently located around University campuses for everyone’s use. </li></ul><ul><li>Vending machines selling fat free and standard sandwiches. </li></ul><ul><li>All products will be ordered on a weekly basis to insure freshness and the best quality. </li></ul>
  10. 10. Target Market <ul><li>Start with POLITEHNICA University of Bucharest campus area. </li></ul><ul><li>Addressing anyone who wants to save time and money while still enjoying a quality meal: </li></ul><ul><li>Residence Students </li></ul><ul><li>Students at Large </li></ul><ul><li>Staff & Faculty ; Visitors/Groups </li></ul>
  11. 11. Target Market <ul><li>Our marketing communications will be primarily directed toward young people ages 18-25 that are health conscious, yet still enjoy consuming fast food. </li></ul><ul><li>Our target audience enjoys recreational activities for exercise, such as swimming, biking, jogging, or power walking. </li></ul><ul><li>The psychographics of our target audience are the desire to be healthy and fit. </li></ul>
  12. 12. Market Competitive Benchmarking <ul><li>Our fiercest competitor will most likely be fast food chains as McDonald’s. </li></ul><ul><li>These have many established locations with fairly quick service close to POLITEHNICA University of Bucharest campus area. </li></ul><ul><li>The FFVM may be lacking in food variety, however, the speed of service of the FFVM should compensate for this downfall. </li></ul>
  13. 13. S.W.O.T Analysis <ul><li>Strengths </li></ul><ul><li>The most important strength is the power of being first in addressing University of Polytechnics campus with fast food vending machines services. </li></ul><ul><li>Our core strength will reside in providing excellent quality services. </li></ul><ul><li>We will use daily analysis of customer preferences to increase sales. </li></ul>
  14. 14. S.W.O.T Analysis <ul><li>Weaknesses </li></ul><ul><li>We believe that growth opportunities will be hampered at the beginning by a lack of storage space for both food products and machines. </li></ul><ul><li>We will be in a state of not increase the diversification of food products / services from the beginning. </li></ul>
  15. 15. S.W.O.T Analysis <ul><li>Opportunities </li></ul><ul><li>Amusement Devices/Vending Machines: </li></ul><ul><li>In the future opportunities exist to install DVD rental and CD sales machines that could be placed in a central location. </li></ul><ul><li>Audio-Visual Equipment Rentals: </li></ul><ul><li>The University campuses and schools appear to be in need of a comprehensive audio-visual rental service. </li></ul><ul><li>We believe this is a service that could potentially be provided by CCDA Vending Services in the future. </li></ul>
  16. 16. S.W.O.T Analysis <ul><li>Threats </li></ul><ul><li>Competing Campus Interests: </li></ul><ul><li>Other firms on campus wanting to acquire a portion of our operations. </li></ul><ul><li>Building Control Issues: </li></ul><ul><li>Many campus buildings are controlled by key administrators housed within the building, and maybe we will not allowed to place fast food vending machines in areas that are best suited for generating vended product sales. </li></ul>
  17. 17. Review of initial resources <ul><li>We have five full time staff and one part-time person, as follows: </li></ul><ul><li>2 Co-managers . One overseeing physical operations and route staffing and one overseeing front office activities. </li></ul><ul><li>3 Vending Service Attendant’s for daily route servicing. </li></ul><ul><li>1 part-time person for evening route servicing. </li></ul>
  18. 18. Review of initial resources <ul><li>The starting vending program for POLITEHNICA University of Bucharest campus is comprised of: </li></ul><ul><li>20 fast food vending machines: EatFresh . </li></ul>
  19. 19. Review of initial resources
  20. 20. Activities <ul><li>Food Product “Out-of-date” Monitoring </li></ul><ul><li>(Reviewed on a daily basis) </li></ul><ul><li>Total Sales Monitoring </li></ul><ul><li>Money Collection : Weekly process </li></ul><ul><li>Others: </li></ul><ul><li>Looking for overages, shortages, trends and theft detection. </li></ul><ul><li>Key sales period – January, February, March, April, May, October, November </li></ul>
  21. 21. Financial Objectives <ul><li>Vending Services will be a self sustaining operation whose sales depend on factors such as the strength of the economy, impulse buys, machine placement and marketing strategies </li></ul><ul><li>The table below illustrates our financial forecast: </li></ul>
  22. 22. Marketing Objectives Strategy and Tactics <ul><li>Marketing Objectives </li></ul><ul><li>Targeting residence students and providing them with a hot meal on the go ; that is fast and easy to obtain and that they could enjoy it anywhere they are heading. </li></ul><ul><li>Promoting a healthier product to health conscious consumers; </li></ul>
  23. 23. Marketing Objectives Strategy and Tactics <ul><li>Marketing Strategy /Tactics </li></ul><ul><li>To reach our target audience, which consists of students ages 18-25, our campaign will focus on get in touch with rather than frequency. </li></ul><ul><li>With a limited budget, we believe that running advertisements in TVs will not effectively reach our target audience. </li></ul><ul><li>We will develop the campaign with consumer promotions. </li></ul>
  24. 24. Consumer Promotions <ul><li>Promotions with code numbers coupons offered on our website </li></ul><ul><li>Run seasonal promotions to coincide with our key sales period. </li></ul><ul><li>A campus contest will be held to win a one year membership to CDDA Vending Services Club (Jan & Feb) </li></ul><ul><li>When college football teams will kick off University football season the best football players will be awarded (April & May) </li></ul><ul><li>A contest for whoever creates the most unique Christmas cookie house . The winner will be awarded 1,000 EURO to pay the Christmas shopping. (Dec.) </li></ul>
  25. 25. Packaging & Pricing the sandwich <ul><li>We will choose the color red because it triggers the thought of a healthy lifestyle. </li></ul><ul><li>We also plan to include a zip lock seal on the package to lock in the freshness for a longer period of time. </li></ul><ul><li>Using the data from the initial campus survey, we’ve found that PRICE should be ~ 1EURO </li></ul>
  26. 26. Communication Strategy <ul><li>We will market our new product through print, electronic, and outdoor advertisements in campus area. </li></ul><ul><li>Press Release: </li></ul><ul><li>Press releases and media kits would be sent to colleges, as well as the editors for students’ magazines we plan to advertise in. </li></ul>
  27. 27. Communication Strategy <ul><li>Print Media: </li></ul><ul><li>The advertisements would be placed in magazines that are directed towards the same demographics of our target audience </li></ul><ul><li>Electronic Media: </li></ul><ul><li>Our website and student dedicated websites. Our website will feature information about all of our products/services. </li></ul><ul><li>Outdoor Advertisement: </li></ul><ul><li>We will display advertisements on billboards in the campus area. </li></ul><ul><li>Media Schedule: </li></ul><ul><li>Larger emphasis on the months of January, February, March, April, May, October, November. </li></ul>
  28. 28. Concluding Remarks <ul><li>It is believed that the FFVM will have a reasonable share in the market and capable of competing with large established fast food chains already in existence. </li></ul><ul><li>The fact that our product will be able to be conveniently located anywhere people are will be its greatest advantage. </li></ul><ul><li>If sales decline we will be able to relocate our machine to a more profitable location. </li></ul>
  29. 29. Bon Appétit !