Quality Dairy is a chain of 31 convenience stores in Mid-Michigan specializing in local products. Its main competitor is 7-Eleven, which has 71 stores in Michigan. Quality Dairy's marketing plan positions it as "Lansing's Neighborhood Milk&Bread Store" by providing convenient, fresh, local products. The plan involves social media campaigns on Facebook to engage customers and drive traffic, an AdWords campaign, a mobile app to find stores and coupons, and metrics like daily feedback, Klout scores, and website traffic to measure success. The budget and timeline for this plan are not specified.
2. Client Profile
Quality Dairy is a chain of convenience stores in Mid-
Michigan that specialize in selling products made within the
state.
Headquarters in Lansing, Michigan
Quality Dairy currently oversees 31
3. Competitor
7-Eleven
7-Eleven is part of an international chain of convenience
stores, operating under Seven-Eleven Japan Co. Ltd.
7-Eleven is the world's largest operator, franchisor and
licensor of convenience stores
71 stores located in Michigan area.
4. Key Theme
Positioned : “Lansing’s Neighborhood Milk&Bread Store”.
Key benefit : providing convenient, fresh, local high quality dairy
and grocery to Michigan customers.
5. Social Media
Every visitor who like, follow or comment on Quality Dairy
facebook page will get an surprise reward coupon (either milk
for $1.99 or bread for 3/$2) or just some interesting
information about QD product showing the key benefits
(ex: Did you know? QD bread is made in early morning and
delivered to every store in 2 hours).
8. Mobile App
Quality Dairy App
Quality Dairy could develop app for customers to check in,
search nearby store and download coupons. After
downloading the app, users plug in their phone number and
receive a unique coupon code on their iPhone. They just show
the code to a Quality Dairy clerk. The coupon is only valid
once.
9. Metric of Success
#1: Daily Story Feedback
#2: Look at Klout
#3: PostRank
#4: Share of Voice
#5: Search Volume
#6: Website Traffic
