<ul><li>The Innovators </li></ul><ul><li>Zahra Valli </li></ul><ul><li>Diana Monaco </li></ul><ul><li>Erika LaMarch </li><...
Mission and Vision <ul><li>Dedicated to excellence, The  Castle in the Sky café , professional team of caring wait staff i...
Company Analysis <ul><li>Objective </li></ul><ul><ul><li>To be an innovative outlet </li></ul></ul><ul><ul><li>Disney Roma...
Competitive Market Analysis <ul><li>Main competitors </li></ul><ul><li>- Friendly’s </li></ul><ul><li>- Maggiano’s Little ...
Place <ul><li>King of Prussia Mall </li></ul><ul><ul><li>Parameter of mall </li></ul></ul><ul><li>E-business portal </li><...
Customer Analysis <ul><li>King of Prussia, PA is a growing suburb which has a population of approximately 20,000, with abo...
Target Market <ul><ul><li>Family togetherness </li></ul></ul><ul><ul><li>Nutritious food </li></ul></ul><ul><ul><li>Good e...
Target Market (cont.) <ul><li>The following market segments could be combined and approached with a similar marketing stra...
Target Market (cont.) <ul><li>The Castle in the Sky Café’s marketing strategy may need to be adapted to these markets: </l...
Product <ul><li>Goods and Services </li></ul><ul><ul><li>Table service restaurant that offers several nutritious dining op...
Product (cont.) <ul><li>Product Classes </li></ul><ul><ul><li>Food </li></ul></ul><ul><ul><ul><li>Brunch, Lunch, and Dinne...
Implementation <ul><li>The Castle in the Sky Café will be put into action by: </li></ul><ul><ul><li>Getting permission fro...
SWOT <ul><li>Strengths </li></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Décor& Entertainment </li></ul></u...
Marketing Plan Objectives <ul><li>Product: The Castle in the Sky Café wants to communicate the image of a company that off...
Promotion <ul><li>Direct </li></ul><ul><ul><li>Lollypops/pamphlets/coupons </li></ul></ul><ul><li>Commercials </li></ul><u...
Price <ul><li>Admission </li></ul><ul><ul><li>Kiosk </li></ul></ul><ul><li>Freedom </li></ul><ul><ul><li>No substitute </l...
Control <ul><li>Employing sales monitoring. </li></ul><ul><li>Employing customer surveys. </li></ul><ul><li>Employing secr...
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  1. 1. <ul><li>The Innovators </li></ul><ul><li>Zahra Valli </li></ul><ul><li>Diana Monaco </li></ul><ul><li>Erika LaMarch </li></ul><ul><li>Christine Pedicone </li></ul>
  2. 2. Mission and Vision <ul><li>Dedicated to excellence, The Castle in the Sky café , professional team of caring wait staff invite you to taste the wonder of Disney with all your favorite characters in a delightful setting.  Family fun and enchantment conveniently located at the second largest mall in America, in King of Prussia, Pennsylvania and coming soon to a city near you!  </li></ul>
  3. 3. Company Analysis <ul><li>Objective </li></ul><ul><ul><li>To be an innovative outlet </li></ul></ul><ul><ul><li>Disney Romance </li></ul></ul><ul><ul><li>Profitable </li></ul></ul><ul><li>Resources </li></ul><ul><ul><li>$175 Cost, $275 Revenue </li></ul></ul><ul><ul><li>Seed Capital $500,000 </li></ul></ul>
  4. 4. Competitive Market Analysis <ul><li>Main competitors </li></ul><ul><li>- Friendly’s </li></ul><ul><li>- Maggiano’s Little Italy </li></ul><ul><li>- Cheesecake factory </li></ul><ul><li>External Market Analysis </li></ul><ul><ul><li>Economic </li></ul></ul><ul><ul><li>Technological </li></ul></ul><ul><ul><li>Political </li></ul></ul><ul><ul><li>Cultural </li></ul></ul>
  5. 5. Place <ul><li>King of Prussia Mall </li></ul><ul><ul><li>Parameter of mall </li></ul></ul><ul><li>E-business portal </li></ul><ul><ul><li>Inform customers </li></ul></ul><ul><ul><li>Inform suppliers </li></ul></ul><ul><li>Décor </li></ul><ul><ul><li>In line with the Disney theme </li></ul></ul><ul><ul><li>Balance between romance and new-age Disney </li></ul></ul>
  6. 6. Customer Analysis <ul><li>King of Prussia, PA is a growing suburb which has a population of approximately 20,000, with about 5,000 of those residents being families </li></ul><ul><li>Median household income is about $80,000. </li></ul><ul><li>Target Market - families whose income is between $60,000 and $150,000. </li></ul>
  7. 7. Target Market <ul><ul><li>Family togetherness </li></ul></ul><ul><ul><li>Nutritious food </li></ul></ul><ul><ul><li>Good entertainment </li></ul></ul><ul><ul><li>The ambience of a Disney theme park without having to travel far </li></ul></ul><ul><ul><li>Place to relax after a day of shopping </li></ul></ul>The following are the customer needs that the Castle in the Sky Café feels it can meet:
  8. 8. Target Market (cont.) <ul><li>The following market segments could be combined and approached with a similar marketing strategy: </li></ul><ul><ul><li>Qualifying dimension: families with young children </li></ul></ul><ul><ul><li>Qualifying dimension: household income between $60,000 and $150,000 </li></ul></ul><ul><ul><li>Qualifying dimension: reside in or around Montgomery County </li></ul></ul><ul><ul><li>Determining dimension: families that are searching for an entertaining table-service restaurant that can be enjoyed by all members of the family </li></ul></ul><ul><ul><li>Determining dimension: parents who want to provide nutritious food for their children </li></ul></ul><ul><ul><li>Determining dimension: customers who do not want to travel far to dine at a Disney restaurant </li></ul></ul>
  9. 9. Target Market (cont.) <ul><li>The Castle in the Sky Café’s marketing strategy may need to be adapted to these markets: </li></ul><ul><ul><li>Grandparents </li></ul></ul><ul><ul><li>Single parents </li></ul></ul><ul><ul><li>Young parents </li></ul></ul><ul><ul><li>Older (over age 50) parents </li></ul></ul><ul><ul><li>Infants/toddlers </li></ul></ul><ul><ul><li>Teenagers </li></ul></ul>
  10. 10. Product <ul><li>Goods and Services </li></ul><ul><ul><li>Table service restaurant that offers several nutritious dining options for families to enjoy. </li></ul></ul><ul><ul><li>Nightly shows featuring Disney characters </li></ul></ul><ul><ul><li>A play area in the center of the restaurant will keep children entertained while their food is prepared. </li></ul></ul><ul><ul><li>A store selling Disney merchandise located inside the restaurant </li></ul></ul><ul><li>Brand </li></ul><ul><ul><li>This restaurant will be affiliated with the Walt Disney Company. It will follow all marketing regulations imposed by the company and share a percentage of its profits with the corporation. </li></ul></ul><ul><ul><li>According to the company’s website, the Walt Disney Company “proudly provides quality entertainment for every member of the family,” which is what this restaurant hopes to accomplish, as well. </li></ul></ul><ul><ul><li>Merchandise sold in the store will feature the Disney brand, including characters from movies and television, as well as souvenirs that feature the ‘Castle in the Sky’ logo. </li></ul></ul>
  11. 11. Product (cont.) <ul><li>Product Classes </li></ul><ul><ul><li>Food </li></ul></ul><ul><ul><ul><li>Brunch, Lunch, and Dinner. </li></ul></ul></ul><ul><ul><ul><li>Several dining options to choose from </li></ul></ul></ul><ul><ul><ul><li>Each meal will be served as a package </li></ul></ul></ul><ul><ul><li>Merchandise </li></ul></ul><ul><ul><ul><li>Items featuring Disney characters and the Castle in the Sky Café logo: </li></ul></ul></ul><ul><ul><ul><ul><li>Clothing, tote bags, key chains, and magnets </li></ul></ul></ul></ul><ul><li>Packaging </li></ul><ul><ul><li>Customers can either pay the admission price for table service OR place an order “to go” </li></ul></ul><ul><li>Product life cycle </li></ul><ul><ul><li>Very short because menu will change about every six months. </li></ul></ul>
  12. 12. Implementation <ul><li>The Castle in the Sky Café will be put into action by: </li></ul><ul><ul><li>Getting permission from the Walt Disney Company to be affiliated with its brand name. </li></ul></ul><ul><ul><li>Borrowing a loan </li></ul></ul><ul><ul><li>Developing website </li></ul></ul><ul><ul><li>Contacting newspapers </li></ul></ul><ul><ul><li>Hiring a designer and contacting apparel and other manufacturers to create the merchandise sold in the store. </li></ul></ul><ul><ul><li>Hiring a highly-trained staff that includes qualified chefs, waiters/waitresses, hosts/hostesses, and managers. </li></ul></ul><ul><ul><li>Take the customers’ opinions and suggestions into deep consideration. </li></ul></ul>
  13. 13. SWOT <ul><li>Strengths </li></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Décor& Entertainment </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>No Alcohol Policy </li></ul></ul><ul><ul><li>Start-Up Money </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Collaborative Advertisement </li></ul></ul><ul><ul><li>Franchise </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Liability </li></ul></ul>
  14. 14. Marketing Plan Objectives <ul><li>Product: The Castle in the Sky Café wants to communicate the image of a company that offers a valuable family event. </li></ul><ul><li>Place: The Castle in the Sky Café wants to enable its interested guests to attend from as far as Washington D.C. and New York City. </li></ul><ul><li>Promotion: The Castle in the Sky Café wants to educate its target market on our presence. </li></ul><ul><li>Price: The Castle in the Sky Café strives to develop customer value to exceed the reflected price. </li></ul>
  15. 15. Promotion <ul><li>Direct </li></ul><ul><ul><li>Lollypops/pamphlets/coupons </li></ul></ul><ul><li>Commercials </li></ul><ul><ul><li>http://www.youtube.com/watch?v=ov4tE7XRTUA </li></ul></ul><ul><li>Press Releases </li></ul><ul><li>Billboards </li></ul><ul><li>Internet </li></ul><ul><li>Sponsorship </li></ul><ul><li>Phonebook </li></ul>
  16. 16. Price <ul><li>Admission </li></ul><ul><ul><li>Kiosk </li></ul></ul><ul><li>Freedom </li></ul><ul><ul><li>No substitute </li></ul></ul><ul><ul><li>High demand </li></ul></ul><ul><li>Product Life Cycle </li></ul><ul><ul><ul><li>Quality assured gourmet food delivered each day. </li></ul></ul></ul><ul><ul><ul><li>Prepared at our clean location by our professional chef. </li></ul></ul></ul><ul><ul><ul><li>Promptly served by our professional servers. </li></ul></ul></ul>
  17. 17. Control <ul><li>Employing sales monitoring. </li></ul><ul><li>Employing customer surveys. </li></ul><ul><li>Employing secret shoppers. </li></ul><ul><li>Studying critic’s reviews in the newspaper. </li></ul><ul><li>Offering the opportunity to report inappropriate activity and compliance online, hotline, or by fax. </li></ul><ul><li>The Café pays particular attention to feedback and prevents an unfavorable experience from happening more than one time. </li></ul><ul><li>Customized family hand stamps are acquired at admission and required at exit with family to avoid abduction. </li></ul>

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