Jimmy john's presentation

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Jimmy john's presentation

  1. 1. Jimmy John’s: “Freaky Fast” Campaign December 5, 2013 Morgan Denfeld, Nicole Kelly, Kayla Smith, Larissa Calhoun, Hunter Fairchild
  2. 2. Survey: Question ● Is the Jimmy Johns “Freaky Fast” campaign effectively increasing consumers’ purchase intent?
  3. 3. Primary Data Collection: Survey ● Goal: obtain the public’s ● delivery food habits ● view of Jimmy John’s ● reaction to the Freak Fast Campaign ● 208 surveys started, 183 valid surveys
  4. 4. Primary Data Collection:Survey Makeup ● ● ● ● Introduction Funnel approach Multiple Skips 25 Survey Questions ○ open ended ■ aided and unaided ○ closed ended ■ categorical ■ metric
  5. 5. Findings: Demographics ● Virginia Tech Students ○ ○ ○ ○ ○ Freshman 5% Sophomore 28% Junior 45% Senior 19% 5th year 3% ● age: 19-22 (92%) ● gender ○ ○ female 66% male 34% ● 57% live off VT campus
  6. 6. Findings: Order Off-Campus ● 86% order food off campus ● 51% order food off campus at least once a week
  7. 7. Findings: Familiarity with Brand ● 97% were familiar with the brand Jimmy John’s ● 78% have ordered food from Jimmy John’s
  8. 8. Findings: Survey Questions ● Dietary restrictions ○ ○ ○ ○ 6% vegetarian 3% gluten free 2% religious restrictions 73% none
  9. 9. Findings: Funnel Approach ● Prior to introducing Jimmy John’s, people ranked: 1. Price 2. Taste 3. Delivery Time ● When asked to rank same criteria about Jimmy John’s, people ranked: 1. Delivery Time 2. Taste 3. Price
  10. 10. Recommendations ● ● Secondary data (Mintel) Recommendations ○ 1. Online ordering ○ 2. Diverse menu (dietary restrictions) ○ 3. Compensation to the “Freaky Fast” campaign
  11. 11. Conclusion ● ● ● Positive brand image Dissatisfied customers continue to order Convenient

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