Palmetto Pitmasters Presentation

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This project was done by members of Clemson University's Strategic Marketing Management class at the request of the owners of FDS Pitmasters, a local start-up BBQ catering business working to expand their market share.

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  • Palmetto Pitmasters Presentation

    1. 1. Designated Drinkers: Daniel Carroll Julie Clamp Alyssa Goodson Wesley Moran Katherine Williams
    2. 2. Introduction Stage of the Product Life Cycle Name Change: FDS Pitmasters Palmetto Pitmasters Basic objectives: Establish a market for a product type, persuade early adopters to buy Product: Provide a high quality product and original barbecue experience Pricing: Relatively low at first to build demand Channels: Limited number of channels Communication: Aimed at early adopters, messages designed to educate about the product type
    3. 3. Mission Statement Palmetto Pitmasters’ goal is to provide a uniquebarbecue catering experience for residents of the Upstate of South Carolina. By offering personal, knowledgeable service and great food at competitive prices the company strives tobecome the most sought after catering company in Clemson and surrounding areas.
    4. 4. Situation Analysis: InternalMarketing outside of social media is not currently utilizedLack of financial resourcesGood customer base/local appeal
    5. 5. Situation Analysis: External Cooperative: Not an issue since most of supplies would come from a wholesaler Competitive: Brand: Little Pig’s BBQ, Smoking Pig, Just More BBQ Product: Other catering businesses (Moe’s, Chick-Fil-A, Zaxby’s, Boulevard Grille, Sonny’s, Sticky Fingers) Generic: Any restaurant, grocery store, or deli Total Budget: Anything & everything that you would spend your money on Economic: Overhead costs are low for small businesses Social: Preference for BBQ in this region/southern food Political: Clemson’s contract with Aramark; FDA, DHEC and USDA regulations Legal: Required Business license Technological: BBQ processing has remained the same over time. Sophisticated record systems are important so that repeat clients can look back on previous invoices.
    6. 6. Situational Analysis: CustomerWho: Students, faculty, businesses, tailgaters, families, celebrations , large groupsWhat: On-site catering for events and providing food for tailgating eventsWhen: Year-round, during baseball & football season especiallyWhere: Order catering services online or over the phoneWhy: Palmetto Pitmasters meets an unmet need in the catering industry. They bring the restaurant to you.
    7. 7. SWOT Analysis: Internal Strengths: Original recipes Greater versatility and mobilization than competitors Low overhead costs Having a choice in their amount/selection of work Local appeal Weaknesses: Lack of resources due to company size Small market share Lack of advertising Lack of information of menu/pricing/etc Not able to accommodate for very large events without outsourcing Unable to cater multiple events simultaneously
    8. 8. SWOT Analysis: External Opportunities: Great market for BBQ in the south A number of opportunities/events to cater BBQ Competing in regional BBQ competitions Opportunity to control a large portion of the market share around the Clemson area Threats: Several other BBQ restaurants/caterers: Little Pig’s BBQ, Smoking Pig, and Just More BBQ Not seen as a healthy food option Population of Clemson as a college town
    9. 9. Value PropositionWe’re available anytime and anywhere to bring the flavor and experience of home cooked barbecue to your next event.
    10. 10. Organizational Objectives Profit: Break even by 18 months of business and work towards making up to a 10% profit within 6 months after reaching the break even point Sales Units: Cater at least 14 events over the 2012 calendar year (6 baseball tailgates, 4 catering events over the summer, 4 football tailgates) Market Share: Gain share at a constant rate as advertising and word of mouth pays off Advertising awareness: Increase awareness each year, budgeting for advertisements based on task approach
    11. 11. Strategy Based on Value Differentiation: The catering comes to you, customizable packages, you get a real southern BBQ experience Customer Intimacy: Loyalty and referral programs Operational Excellence: Quality food Product leadership: New catering specials based on time of year/sports seasons Cost leadership: Standardized products/prices along with specialty items at request
    12. 12. Marketing Strategy: Segmentation Geography: Upstate area (specifically Oconee, Pickens, and Anderson counties) Demographics: College students Adults Families Groups Behavior: Loyalty Social individuals
    13. 13. Marketing Strategy: TargetingProduct specialization Focusing on pulled pork, ribs, and brisket while offering other items Tailoring the options to meet the needs of the different customers
    14. 14. Marketing Strategy: PositioningPositioning relative to a product class Experience and quality of food
    15. 15. The Marketing Mix Product: On-site catering business Place: Clemson, Anderson, Seneca and surrounding areas Personal tailgates Price: Bundling Pricing Package Deals: Hog’s Heaven, Tiny Tiger Tailgate, Tiger Tailgate, Tremendous Tiger Tailgate tailgating specials Pricing objective  Price to achieve a target market share Cost Plus Pricing  Buy at wholesale price and mark up for customer sales
    16. 16. The Marketing Mix Continued Promotion: Push Marketing Strategy Advertising budget based on task approach since advertising will be more expensive in the start up stages of the business Using a combination of non-personal and personal communication Palmetto Pitmasterskoozies and cups with contact information
    17. 17. Promotional Ad 1
    18. 18. Promotional Ad 2
    19. 19. Promotional Giveaways Koozies:  500 collapsible koozies  Royal Blue with Palmetto Pitmasters’ logo  $1.18 each for a total of $590 Cups:  300 plastic reusable cups  Royal Blue with Palmetto Pitmasters’ logo  $1.12 each for a total of $336
    20. 20. PalmettoPitmasters’ Catering Menu
    21. 21. Recommendation 1: Join the South Carolina BBQ Association Costs $35-$50 for an annual membership Access to SCBA sponsored cook-offs and events all over South Carolina, the most notable of which would be the Carolina Q Cup (state championship) Help to establish a name within the circuit and act a as gateway to the national circuit if Palmetto Pitmasters chooses to compete nationally
    22. 22. Recommendation 2: Create a Webpage• $11.99/yr to maintain, $5.99 Domain name, $1.99 hosting from GoDaddy.com• Provide pricing information online• Provide a feedback form on the website and use good comments as testimonials on the main• An incentive to fill out the feedback forms could be they have a chance of winning a free “Tiger Tailgate” for next football season
    23. 23. Recommendation 3: Personal Selling Creating a CRM database of all local businesses, nonprofit organizations, etc. Calling contacts from the database to offer special deals and making community members aware of Palmetto Pitmasters. This would be especially important around the summer time when several people will be having events for Memorial Day, 4th of July, and company picnics.
    24. 24. Recommendation 4: Advertise in The Orange and White Newspaper & The Tiger Newspaper The Tiger Newspaper: 864.656.2167 (Office Phone) advertising@thetigernews.com Full Page: $714.13 Half Page: $357.06 ¼ Page: $178.53 The Orange and White Newspaper: Contact information: 864.654.6553
    25. 25. Recommendation 5: Baseball Tailgating Special Provide koozies& coupons
    26. 26. Recommendation 6: First Friday Kick-Off Event Hand out kooziesand drinks to members of the community waiting to watch the First Friday Parade Interact with the crowd
    27. 27. Implementation & Control Budget per Quarter Koozies (500): $590 Cups (300): $336 Print Advertisements/Promotions The Tiger: $180 - $715 The Orange and White Newspaper: Approximately $900 Print expenses: $150 Miscellaneous expenses: $500 Total: $2656 - $3191
    28. 28. Implementation & ControlEnd of Spring semester 2011 Join SCBA and create informative webpage Distribute ads Create and utilize CRM database January 1, 2012 Place ads in local newspapers Baseball Tailgating March 4, 2012 Special Contact CRM database members First Friday Parade September 7, 2012 First Friday and Football season kickoff
    29. 29. Future ThoughtsHave a small take out store (in the long run) that would serve as a large kitchen for preparing food and would sell individual sandwiches and sides to-go.Create Palmetto Pitmasters T-shirts that would draw positive attention to the business and peak potential customer interest.Sell Palmetto Pitmasters BBQ plates/sandwiches at Sporting event tailgating areas, but you would need to check with AEROMARK and sign a waiver since it is still on campus: You can contact: David Ledbetter: Food Services Director, ARAMARK: 864.656.1603, dledbet@clemson.edu
    30. 30. Future Thoughts: National Circuit $175 annual expense to be a member of the Operator National BBQ Association Benefits: Connect with vendors nationally Promotion to the BBQ-loving public Educational tools to help maximize your company’s performance

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