2. - Sells a wide variety of BBQ food
- Once a subsidiary of the Katong Satay Supplies
- Established in the early 1970s
- Growing popularity due to word of mouth of their high quality satays
- In 1989 they registered as a wholesaler
- Has a wide customer base
- Does a lot of cooperate and domestic BBQ events
Introduction to
BBQ house
4. Products
- Most famous for their satays
- Food is very fresh, prepared daily
with no preservatives
- Now offers vacuumed packed
precooked satay
- Sells to supermarkets
6. Place
- Can order online or buy directly at
their warehouse/shop
- Located at the east side, good location
as BBQs are popular at chalets located
in the east side, and at East Coast Park
- However, bad because it is not so
convenient for those who stay in the
west or north
Blk 3017 Bedok North St 5 #03-28
Gourmet East Kitchen
Singapore 486121
7. Price
- Price ranges from as low as $1 for
small things such as lighters to $80 for
the rental of a BBQ pit
- Average food price range $5-20
- Inexpensive as they sell their products
wholesale
- Affordable for the masses, including
students as well.
8. Promotion
- Mainly uses Google Ads and Facebook Ads, so far Facebook ads not effective
- Tried traditional media advertisement methods like TV ads, but not effective
- Participates in the annual Food and Beverage Fair
9. Promotion
- Available on Food line, which promotes them as people use the website to find
catering companies
10. Customer Profile
- Targets all age groups, but focuses mainly on cooperate
working adults, housewives and students
- Targets housewives as they sell their products at
supermarkets such as NTUC
- Targets cooperate working adults as they have cooperate
events with catering
- Targets students as many have chalet BBQ parties during
the holidays/for birthdays
11. Competitors
#1
#2
#3
#4
- Hungry BBQ is their biggest
competitor
- Sells a wide range of
products similar to BBQ
House
- Prices are also very similar
to BBQ House’s
- Has more Facebook likes
12. Strengths
- Have their own vacuum packaging machine
- Helps to overcome the annual SG Haze which
affects their business negatively
- Top on Google Ads and top few on the normal
google search
- Large customer base
- Freshness of their food
13. Weaknesses
- Low Social Media presence
- Very few active users on their Facebook page
despite their 7k+ likes
- No other social media account except
Facebook
- Location
- Inconvenient for those who live in the North
and West side of Singapore
14. Opportunities
- Vacuumed packing the food helps to
increase the shelf-life of their products
- Overcomes the annual SG Haze situation
- Allows them to sell it wholesale to
supermarkets
- Selling their products via vending
machines in places such as East Coast
Park
15. Threats
- 10%-20% of business is lost when
the haze hits as customers and
events cancel their BBQs
- Competitors all selling similar
products at around the same
price.
16. Marketing Goals
- Attract new customers
- Build stronger relationships with existing customers
- Target new market segments for the new range of
products
17. Key Performance Index
- Increase in sales
- Increase in Facebook likes
- Number of participants
- Amount of both positive & negative feedback
19. Student Promotion #1
- Take advantage of the school holidays
- Many students organize class chalets and BBQs during this time
- Endorse young influenctial bloggers such as Naomi Neo to advertise
the student promotion
- Unique blogger promo code to track the effectiveness of the
campaign
20. Blogging #2
- Helps to humanize their company and give them a “voice”
- Creates interest in potential customers through the
blogposts
- Gives customers a platform to leave feedback for
improvements
- Helps to drive more traffic to their website
21. Incentives #3
- Generate leads through word of mouth/positive reviews
online
- Vouchers given to those who post positive feedback about
BBQ House on their social media accounts such as Facebook
or Instagram
- Spreads the word to their followers
22. Interest Group #4
- Focuses on the common interests of local
BBQ enthusiasts by creating page a
Facebook BBQ fan, forming an online BBQ
committee
- Provide fun, interesting and informative
BBQ knowledge such as articles, recipes,
methods and fun facts to local BBQ
enthusiasts
- Useful information & engaging content
- Encourages social interaction
- Consistent promotions / Annual
meet-ups
- Solid relationships & Listening to
customers
- Improve on their
business strategies
23. Haze Situation #5
- In the recent years, the haze has become a major threat to the
health of people living in Singapore
- Huge 10%-20% decrease in total sales
- New variety of vacuum packaged BBQ products
- Usage of posters & short videos to promote
- Overcome the mental barriers of the consumer minds
- Alternative method, leveraging on the upcoming occasions such
as Christmas
24. Social Cause #6
- Campaign driven by social cause
- Understanding the importance of food
- Donating 10% of the total sales to World Vision, to play a part in
helping hungry children and adults in Africa
- Food aid distribution, emergency feeding centers, and food-for-
work program
- So what does BBQHouse gain in return?
25. Project Timeline
Task Complete by Assigned members
Team brainstorming /
Strength and Weakness Analysis
28 Oct 2015 All team members
Confirmation of SMM company 4 Nov 2015 All team members
Allocation of project tasks /
Planning of project timeline
4 Nov 2015 Clinton
First meeting with SMM company 5 Nov 2015 Clinton, Bryan, Shi Hao & Raihan
Research on SMM company 14 Nov 2015 Andre
SWOT & PEST Analysis 14 Nov 2015 Bryan
4P’s Analysis 14 Nov 2015 Raihan
Current company situation /
Competitor Analysis
14 Nov 2015 Shi Hao
Social Media Marketing Strategies 16 Nov 2015 Clinton & Gabby
Second meeting with SMM company
( Visit to the BBQHouse factory )
17 Nov 2015 All team members
CA1 report & Individual reports 20 Nov 2015 All team members
CA1 presentation slides 22 Nov 2015 All team members
Planning of the Editorial Calendar 04 Jan 2016, 8:00 am All team members
Analysis 15 Feb 2016, 8:00 am All team members
CA2 presentation slides 15 Feb 2016 8:00 am All team members
CA2 group report 15 Feb 2016, 8:00 am All team members
CA2 Presentation Week 18, (Mon) 15 Feb
/ 16 Feb 2016 (Tue)
All team members
CA2 Individual Report 19 Feb 2016 , 5:00 pm All team members
