Your Pie Path of Least Resistance

388 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
388
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Your Pie Path of Least Resistance

  1. 1. PATH OF LEAST RESISTANCE
  2. 2. Demographics
  3. 3. High School Students (without parents) <ul><li>Name/Age/Sex/Hometown: Luke Richards/17/M/Athens, GA. Luke is in eleventh grade and is beginning to feel the itch to become more independent. He has a lot of friends, and they hang out after school almost every day but need to find better places to spend their free time. Core Marketing Message: Express your Inner Pizza, Great food, good music, fun place to hang out. What are they doing now? Hanging out at friends’ houses after school, staying on school grounds, going to coffee shops Advantages: high school kids are looking for a place to hangout without their parents’ supervision Disadvantages: mostly only those 16+ can come without parents, they’d provide business only after 3 or 4 pm and weekends Yearly value: could be twice a month Ease of Access: 7 Size of Market: 4 </li></ul>Promotions: flyers, advertising with schools, internet marketing, partnering with other businesses
  4. 4. College Students <ul><li>Name/Age/Sex/Hometown/: Angela Reynolds/20/F/Norcross, GA. Angela is a sophomore in college, living her first year off the university’s meal plan. She has a small budget for food and does not have a lot of time to prepare or eat food. Core Marketing Message: Express your Inner Pizza, Great food, good music, fun place to hang out. Don’t get stuck eating a pizza someone else wanted or with an unfair portion of the bill… What are they doing now? Splitting groceries with roommates and eating in, grabbing fast food, occasional potlucks with friends on weekends Advantages: large population, interested in marketing message and easily influenced by promotions Disadvantages: do not have a lot of money to spend if they are not financed by parents Yearly value: range from weekly-monthly visits Ease of Access: 8 Size of Market: 8 </li></ul>Promotions: flyers, internet marketing, partnerships with other businesses, group site buy
  5. 5. Young Professionals <ul><li>Name/Age/Sex/Hometown/: Douglas Reed/24/M/Atlanta, GA. Douglas is new to the work world, and has a moderate-paying accountant job with a small company. He does not like to cook, but cannot afford to eat out at expensive restaurants. Lunch in the office is painful, so he wants to get out and eat somewhere with fast service. Core Marketing Message: Express your Inner Pizza. Great food & awesome environment to meet friends, co-workers, family for lunch. What are they doing now? Eating fast food, frozen dinners and pizzas from the grocery store; grabbing a sandwich or cheap and not very satisfying or healthy food during lunch break Advantages: always looking for good deals on food, love to get out of office on lunch breaks and easily brought in to casual and inexpensive restaurants, especially in a group with friends Disadvantages: limited income Yearly value: multiple times a week, weekly, a couple times a month Ease of Access: 7 Size of Market: 7 </li></ul>Promotions: internet marketing, business partnerships, newspapers and magazines, group site buy
  6. 6. Families with Young Children <ul><li>Name/Age/Sex/Hometown: Becca Willis/24/F/Baton Rouge, LA. Becca is the proud mother of three children ages 7, 6, and 2. The childrens’ young age makes eating out difficult, so Becca and her husband or friends usually stay in houses or opt for fast feeding with they do go out. Core Marketing Message: You and your kids can Express Your Inner Pizza—no more picking off veggies so the kids will eat! What are they doing now? Eating at home, calling in delivery or take-out Advantages: eagerness to use coupons or take advantage of promotions Disadvantages: any outing is extremely difficult with young children; might not have a lot of time or money to eat out Yearly value: once a month, sometimes twice a month Ease of Access: 5 Size of Market: 6 </li></ul>Promotions: internet marketing, mail advertising/flyers, group site buy, business partnerships, television and radio
  7. 7. Families with Middle-High School Children <ul><li>Name/Age/Sex/Hometown/: Jim and Leslie Bullard/late 40s/Charleston, SC. Jim and Leslie have active kids who love food. They especially like trying new foods or combinations of flavors. Eating at home is becoming monotonous, but they don’t have a lot of money to spend out. Core Marketing Message: Express Your Inner Pizza. There is something for everyone. From your teenage daughter who just turned vegetarian to your son who will only eat ham and pineapple pizza. What are they doing now? Dinner at the table or around the tv, chain Italian restaurants or fast food Advantages: eagerness to have more inexpensive family outings; kids always love pizza Disadvantages: busy work/school schedule limits amount of visits Yearly value: anywhere from weekly to monthly Ease of Access: 5 Size of Market: 7 </li></ul>Promotions: internet marketing, partnering with schools, business partnerships, group site buy, in-mail flyers
  8. 8. Families with Grown Children <ul><li>Name/Age/Sex/Hometown/: Sandra Puller/65/F/Ft. Lauderdale, FL. Sandra is a recent “empty nester” with her only child out of college and living across the country. In her middle age, she wants to take advantage of her free time and increase in disposable income (as she is no longer supporting her daughter.) She seeks a fun, social yet casual and quiet environment to eat and be with her husband and friends. Core Marketing Message: Express Your Inner Pizza: Food, beer & wine for every palette What are they doing now? Staying at home, cooking meals for herself and her husband, entertaining friends or spending evenings at their homes for potluck dinner parties Advantages: older married couples have a new sense of freedom with grown children “out of their hair,” increased willingness to eat out. Also, they usually go out to eat with their kids when they visit, opening that window of opportunity Disadvantages: would not eat out frequently, harder to break habit of staying in at home and cooking Yearly value: once a month, maybe once every two months Ease of Access: 6 Size of Market: 4 </li></ul>Promotions: group buy site, flyers by mail, business partnerships, email marketing, television/radio
  9. 9. Psychographics
  10. 10. Sorority Girl Lunch <ul><li>Name/Age/Sex/Hometown/: Delta Phi Sigma Sorority/University of Georgia. The sorority just went through rush and has a new group of girls initiated. They want to plan a big-little event that is inexpensive and casual and they want food to be involved. Core Marketing Message: Express Your Inner Pizza. Quick, easy, healthy, high quality food. What are they doing now? Events in the sorority house, renting out bars at night for functions, catering Advantages: large amount of sororities in Athens, easily respond to market message Disadvantages: sororities like to try new things for their smaller events, so high frequency of hosting a lunch might not occur Yearly value: 2-4 times Ease of Access: 9 Size of Market: 9 </li></ul>Promotions: internet marketing, group buy sites, flyers, business partnerships
  11. 11. Sorority Girl Friends at Night Promotions: internet marketing, flyers, group site buy, business partnerships <ul><li>Name/Age/Sex/Hometown/: Christie Jenkins/21/F/Nashville, TN. Christie is a Tri-Delt with a large circle of friends, whom she loves to hang out with as often as possible. Eating with friends is one of her favorite, easiest ways to be with them, and she wants to find a different cheap place to go that can easily hold a large group of people. </li></ul><ul><li>Core Marketing Message: Express Your Inner Pizza. Quick, easy, healthy, high quality food. </li></ul><ul><li>What are they doing now? Eating in or at the sorority house for dinner, going out to other restaurants (nicer ones less than cheap and quick ones), bars </li></ul><ul><li>Advantages: large amount of sororities in Athens, usually have a lot of spending money (even though they don’t like to spend it on expensive meals), easily persuaded by promotions </li></ul><ul><li>Disadvantages: busy schedules and events might not bring them around regularly </li></ul><ul><li>Yearly value: once a week-once every other week </li></ul><ul><li>Ease of Access: 9 </li></ul><ul><li>Size of Market: 9 </li></ul>
  12. 12. Office Group Leader <ul><li>Name/Age/Sex/Hometown/: Michael Keifer/28/M/Atlanta, GA. Michael works at a marketing firm. He is the “it” guy in the office that always is in the know and influences decisions throughout the office. He’s been looking for a new lunch/meeting joint, as well as a place where team building could take place. Core Marketing Message: Express Your Inner Pizza. A trendy place to go and grab lunch with co-workers. What are they doing now? Lunch breaks at the office or a few go out together, no team building, pre-packaged team building exercises, going to happy hour together Advantages: easily persuaded with promotions Disadvantages: hard to find time for all coworkers to get together, differing tastes, lack of free time Yearly value: could be multiple times a month, some even multiple times a week Ease of Access: 6 Size of Market: 7 </li></ul>Promotions: internet marketing, flyers, in-mail, email, group site buy, promo display unit
  13. 13. Office Manager <ul><li>Name/Age/Sex/Hometown/: Randi Mavis/42/F/Cleveland OH. Randi is the manager of a small insurance company. She’s the person who makes decisions about catering for special functions, safety luncheons, etc., Core Marketing Message: Express Your Inner Pizza. Quick, easy, healthy, high quality food that offers something for everyone in the office, even her co-workers with food allergies. What are they doing now? In-office functions, renting out spaces in The Classic Center, whatever is recommended by friends in other similar businesses Advantages: Win them over and they are likely to reuse you for events and functions, as well as to eat with their families and friends Disadvantages: getting the attention of an office manager might be challenging; possible difficulty in dealing with one person representing a whole business Yearly value: professionally, up to 4 times a year. Personally, could be monthly Ease of Access: 5 Size of Market: 4 </li></ul>Promotions: internet marketing, flyers, promo display unit, group site buy
  14. 14. Business Lunch <ul><li>Name/Age/Sex/Hometown/: Jeffrey Bart/30/M/Chicago IL. Jeffrey works with a team of young professionals, and they often conduct business with each other and partners/clients over lunch. He uses a business credit account to pay for everyone, and he is monetarily conscious—he wants good food and a cheap price, in a casual and quick atmosphere. Core Marketing Message: Express Your Inner Pizza. Quick, easy, and reasonably priced. Great atmosphere to conduct a little work over delicious food. What are they doing now? Catering/delivery/takeout, sandwich and salad restaurants, noodle houses Advantages: easily persuaded by promotions, would come more frequently with discounts, easy repeat customers Disadvantages: If the company only allows for a 1-hour break, getting out anywhere could be a challenge (getting out of office, driving, parking, ordering and then receiving food, eating, finding car, driving back to office) Yearly value: weekly Ease of Access: 6 Size of Market: 6 </li></ul>Promotions: internet marketing, flyers, email and mail, promo display unit

×