Promotion Project Final

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Promotion Project Final

  1. 1. By Jorge Tovar, Leanne Highmore, Anne Schellenbach, Daniel Rollings and Melissa Butkov Contact Person: Glenn Galloway, Owner of ABC
  2. 2. About The Company <ul><li>Recently switched from Ashland Bakery and Café to Ashland Bistro Café. </li></ul><ul><li>Main goal is to have enough profit during the months of OSF so that the restaurant can survive during the winter. </li></ul><ul><li>Trying to maintain awareness of the restaurant and positive word-of-mouth </li></ul><ul><li>Estimated Market Share is 1% </li></ul>
  3. 3. Competitors <ul><li>Breakfast and Lunch </li></ul><ul><li>Greenleaf </li></ul><ul><li>Brothers </li></ul><ul><li>Munchies </li></ul><ul><li>Grilla Bites </li></ul><ul><li>Mix Sweet Shop </li></ul><ul><li>Starbucks </li></ul><ul><li>Dinner </li></ul><ul><li>Martino’s </li></ul><ul><li>Standing Stone </li></ul><ul><li>Pasta Piatti </li></ul>Substitute: Cooking at Home Differentiation: Live Music
  4. 4. S.W.O.T Analysis <ul><li>Strengths </li></ul><ul><li>Location </li></ul><ul><li>Menu / Price Point </li></ul><ul><li>Service with Positive Feedback </li></ul><ul><li>Strong Kitchen </li></ul><ul><li>Weaknesses </li></ul><ul><li>Owner has no previous experience with owning a restaurant </li></ul><ul><li>Learning curve </li></ul><ul><li>Small facility size </li></ul>
  5. 5. S.W.O.T Analysis <ul><li>Opportunities </li></ul><ul><li>Possible Expansion of Facilities </li></ul><ul><li>Possibility for Economic Improvement </li></ul><ul><li>Threats </li></ul><ul><li>Nature </li></ul><ul><li>Possible Lawsuit </li></ul><ul><li>Negative Word-of-Mouth </li></ul><ul><li>Actions of People </li></ul><ul><li>Competition </li></ul>
  6. 6. Target Market and Current Advertising <ul><li>Generic Market is the Food Service Industry </li></ul><ul><li>Product Market is Casual Lunch and Breakfast Restaurants and Upscale Dinner Restaurants </li></ul><ul><li>Target Market is Business to Consumer, anyone with disposable income, specifically trying to focus on 30 to 40 year-olds </li></ul>
  7. 7. Target Market and Current Advertising <ul><li>Current Advertising Includes: </li></ul><ul><li>Ads in two free papers: Locals Guide and Snack Preview </li></ul><ul><li>Ads include coupons to measure effectiveness </li></ul><ul><li>Website: ashlandbistrocafe.com </li></ul>
  8. 8. Medium One: Ashland Magazine <ul><li>Purpose is to reach both local people and tourists. </li></ul><ul><li>Visual aspect assists with brand recognition </li></ul><ul><li>Circulation of 5,000 copies per issue and 4 readers per issue </li></ul><ul><li>Hope is to reach 20,000 People </li></ul>
  9. 9. Magazine and Playbill <ul><li>Open Every Day 8am to 9pm </li></ul><ul><li>Tuesday Night Live Jazz with </li></ul><ul><li>The Grooveyard Trio and </li></ul><ul><li>3 course dinner for $15 </li></ul><ul><li>~ ~ ~ ~ ~ ~ ~ </li></ul><ul><li>Wednesday Night Live Jazz with </li></ul><ul><li>Boris Cummings & Tim Church </li></ul><ul><li>and Drink & Food Specials! </li></ul><ul><li>-------------------------------------------- </li></ul><ul><li>Bring in This Coupon for </li></ul><ul><li>A Free Appetizer! </li></ul>
  10. 10. Medium Two: Out-of-Home (Brochures and OSF Playbill) ) <ul><li>Purpose is to appeal to tourists </li></ul><ul><li>Would encourage word-of-mouth advertising </li></ul><ul><li>There are 358,427 visitors to Ashland during OSF season, and 60% have a college degree (older than 22 years), so we would like to reach about 215,000 people. </li></ul>
  11. 11. Brochure Open Every Day 8am to 9pm Tuesday Night Live Jazz with The Grooveyard Trio and 3 course dinner for $15 ~ ~ ~ ~ ~ ~ ~ Wednesday Night Live Jazz with Boris Cummings & Tim Church and Drink & Food Specials! Location & Contact We are located on the plaza in beautiful downtown Ashland, OR. Our Address 38 E. Main St. Ashland OR. 97520 Phone Number 482-2117 American Cuisine with a Mediterranean Splash
  12. 12. Brochure Dinner Menu Lunch Menu Breakfast Menu
  13. 13. Medium Three: Radio Ad <ul><li>Purpose is to reach local people during the OSF off-season </li></ul><ul><li>Anticipated response is having local people choose ABC when they want a night out. </li></ul><ul><li>Only Medford stations available </li></ul><ul><li>Population of Medford and Ashland is approximately 100,000, and each station reaches approximately 1.9% of the population, so our goal is to reach about 1,900 people </li></ul>
  14. 14. Radio Ad
  15. 15. Costs <ul><li>Magazine </li></ul><ul><li>4 ads during one year, read by 20,000 people, size is 1/3 page </li></ul><ul><li>$695 times 4 ads = $2,780 </li></ul><ul><li>CPM = $34.75 </li></ul><ul><li>Measure results using attached coupon for a free appetizer </li></ul>
  16. 16. Costs <ul><li>Out-of-Home </li></ul><ul><li>Playbill Ad </li></ul><ul><li>Available for 8 months </li></ul><ul><li>Expected to reach tourists over 22 years old, about 215,000 people </li></ul><ul><li>One season, 1/4 page, = $675 </li></ul><ul><li>CPM = $6.35 </li></ul><ul><li>Measure results: If the customer brings in his/her OSF ticket, he/she gets a discount on the order. </li></ul>
  17. 17. Costs <ul><li>Out-of-Home </li></ul><ul><li>Brochure </li></ul><ul><li>Available for 8 months </li></ul><ul><li>Expected to reach tourists over 22 years old, about 215,000 people </li></ul><ul><li>Double-sided, 3,000 copies = $690 </li></ul><ul><li>CPM = $6.35 </li></ul><ul><li>Measure results by attaching a coupon for a free espresso drink. </li></ul>
  18. 18. Costs <ul><li>Radio </li></ul><ul><li>Reach is 1.9% of Medford population, about 1,900 people </li></ul><ul><li>Frequency is 3 times per day, 7 days a week, for 2 months (off-season) </li></ul><ul><li>Each ad is $20, three times a day is $60 per day, for 60 days (2 months) is $3,600 </li></ul><ul><li>CPM = $4.62 </li></ul><ul><li>Measure results by offering discount on order if the ad is mentioned. </li></ul>
  19. 19. Costs <ul><li>Magazine: $2,780 </li></ul><ul><li>Playbill: $675 </li></ul><ul><li>Brochure: $690 </li></ul><ul><li>Radio: $3,600 </li></ul><ul><li>Total Cost: $7,745 </li></ul>
  20. 20. Resources <ul><li>Kleppner’s Advertising Procedure </li></ul><ul><li>www.city-data.com </li></ul><ul><li>www.ashlandbistrocafe.com </li></ul><ul><li>www.ashlandmagazineonline.com </li></ul><ul><li>www.overnightprints.com </li></ul><ul><li>www.osfashland.org </li></ul><ul><li>Special Thanks to Glenn Galloway (Owner of ABC), and Jonathan Chavez </li></ul>

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