The document outlines a marketing plan for an upscale oxygen bar named Bar Oxygen O2, highlighting its elegant setting and unique offerings. It includes situational analysis, market demographics, SWOT analysis, marketing strategies, and financial forecasts aimed at attracting young professionals. The plan emphasizes creating an inviting atmosphere and improving online presence while targeting specific customer demographics with tailored promotions and menu adjustments.

1. Eric KrenzKelly McCrackenAshley SlusserToi WadleyAlejandro ZarazuaBar Oxygen O2Marketing PlanThursday, April 30, 2009MKT424Dr. Lou Firenze, PhD

2. AgendaWhat is the Oxygen Bar?Situational AnalysisInternet MarketingMarket SummarySWOT AnalysisCompetitor Environment

3. AgendaMarketing Strategy, Goals, and ObjectivesMarketing MixResearch & StatisticsImplementationContingency PlanQ&A Session

4. Introduction Bar Oxygen O2 is an upscale bar/lounge featuring soft seating situated around the room. It’s known for its elegance, intimate setting, English décor, and a “big city” feeling in a small town.

5. Mission Statement & ObjectivesMission StatementWe are dedicated to creating inspiring working environments that bring people together to foster big ideas.Vision StatementBy providing the most inspiring, most hospitable, most thoughtful environments for people to meet, Dolce will become the definitive destination when important thinking and learning needs to be accomplished.BackgroundCompany Environment Known as Ashman Court, Dow Chemical Co. and Dolce International announced $25 million renovation and expansion project – The H Hotel. Five star hotel includes two restaurants, The Table and Café Zinc, and the Oxygen Bar Open seven days a week after 4 p.m. High end, classy environment with designed with classic English Décor from local Midland designersOnly serves top shelf wine, liquor and beer setting them apart from local bars and restaurantsVariety of indoor and outdoor seatingOffer a variety entertainment including jazz musicians, pianists and other solo musiciansSituational Analysis

6. Media EnvironmentLaws/RegulationsThe Oxygen Bar won The Best of The Best award Shoot weekly email blasts to customers sharing company updates, weekend entertainment and specials for the weekUtilize Great Lakes Loons games to promote the restaurants and bars in-between innings Must be 21 years of age to enter BarSmoke-free environmentLocal Food and Beverage regulationRegulating alcohol outdoors, must make conscious effortSituational Analysis

7. Musical BackgroundVenue PhotosSavvy navigation schemes Grand Opening 1st 20 visitors receive free drink!Internet Marketingwww.wix.com/zarazuaa/Bar-Oxygen-O2

8. Market SummaryMidland County Demographicspopulation over 82,000, half in labor forceAverage household Income – 55,000Median age – 36 years oldTrends75% of customers earned household income over $120,00065% were over the age of 40 years oldNeeds Young professionalsMore middle class consumers

9. StrengthsWeaknessesSWOT Analysis

10. Opportunites Threats SWOT Analysis

11. Competitor EnvironmentTop three rivals from survey resultsOscarsMidland Country ClubBennigan’sMolly’s Bistro: A likely competitorSimilar offerings to Oxygen BarLive entertainmentUpscale atmosphereAffluent atmosphere

12. Competitor Environment, cont.Oscars “Party Headquarters”Extensive line of entertainment such as pool, darts, dancing, and a cigar loungeFull lunch and dinner menu, including beer and cocktailsBennigan’sBetter known for food than drinks“Half-off” discount evenings on alcoholMidland Country ClubUpscale dining and lounge space“Social” memberships available for dining areas only

14. Marketing StrategyCompetition Many options for customers to choose fromRelaxing, professional environmentCurrent market vs. available marketAge GroupsEmployment

15. Marketing StrategyCapturing the market – Young ProfessionalsFood choicesDrink choicesPricesSpecialsMarketing opportunitiesAfter-work crowdGreat Lakes LoonsOutside entertainment

16. Marketing Goals and ObjectivesGoal 1: Expand Market to Young ProfessionalsHappy HourDrink SpecialsFriday Night EntertainmentGoal 2: Obtain Internet PresenceWeb-page counterOn-line promotions

17. Marketing Goals and ObjectivesGoal 3: Improve Seating and Space UtilizationBulky furnitureAdd seating more conducive to eating and socializingGoal 4: Improve menuBar-friendly optionsReduce or eliminate dessert options

18. Marketing Mix/Tactics (4P’s)PriceProductPlace (distribution)Promotion

19. Research SectionSecondary DataAssess industry environment for Midland areaCompetitive analysis for key rivalsMidland County demographicsSources used:LexisNexisReference USAU.S. Census BureauCompany websites (Oscars, Molly’s, etc.)

20. Research Section, cont.Primary DataQuantitative and Qualitative informationDetermine who goes to Oxygen BarAge, Income, Frequency of Oxygen Bar customersRecommendations/OpportunitiesMethod of Data Collection52 surveysPersonal InterviewTuesday, Thursday, Friday, Saturday evenings

21. Analysis76% of customers were not guests of The H Hotel56% of customers visited the Oxygen Bar 1-2 times a month60% of customers at the Oxygen Bar were 41-60 years old76% of customers have household incomes of over $100,000, and 4% have incomes below $50,000

22. Analysis

23. Analysis

24. Quality of PricesTabulated statistics: Quality of Price, MaritalPearson Chi Square = 7.615, DF = 2, P-Value = 0.022Likelihood Ratio Chi-Square = 11.212, DF = 2, P-Value = 0.004

25. Quality of PricesTabulated statistics: Quality of Price, EmployedPearson Chi Square = 7.586, DF = 2, P-Value = 0.023Likelihood Ratio Chi-Square = 7.221, DF = 2, P-Value = 0.027

26. Other Chi-Squared TestsQuality of Food, Guest: 0.449Quality of Food, Gender: 0.124Quality of Food, Marital: 0.123Quality of Prices, Gender: 0.457Overall Quality, Marital: 0.258Overall Quality, Gender: 0.057“Quality is everyone's responsibility.”–Dr. W. Edwards Deming

27. FinancialsBreak Even AnalysisWhat is a break even analysis and why its used?Results for the Oxygen BarBreak Even Point is 8.7 Months

28. FinancialsForecasts For the Oxygen BarIncome StatementMarketing Expense Budget

29. Implementations and ControlAchieving our goals within specified timelineJune 2009 – begin promotions targeting young professionals and creating websiteJuly 2009 – Improve quality and price of food, utilize seating arrangements to better suit customers needsSeptember 2009 – measure and compare young professional consumers from Summer 2009 to Summer 2008 , focus on maintaining website and improvements of price and quality of foodJanuary 2009 – Gain market share, provide better food and promotions on beverages, maintaining website for customers, and using space provided to best of ability

30. Contingency Plan / Exit Strategy“Typical” liquidation not recommendedLower end – lower priced replacement restaurantCoffee ShopExpanding Café ZincConference/Banquet Facilities

31. SummaryCurrent Market: 41-50 age bracketNew Market: 23-30 age bracketBest price/qualityCorrelation between price and employment/maritalBest customer serviceInternet website for expanded reachFour marketing objectives

32. Q&A