Download to read offline
![Irfs of ny presentation 02 19 13 - mm (jg) #403 [compatibility mode]](https://cdn.slidesharecdn.com/ss_thumbnails/irfsofnypresentation-021913-mmjg403compatibilitymode-130305094958-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Maize and Blue Deli Marketing Presentation
- 2. Product Segmenting The Current Big Picture Price Business Marketing Source Targeting Objective Objective of Volume Promotion •FE: traditional, Retention Stimulate family-run deli Demand •CC: no core Positioning competence, but competency in Michigan-ization Place •Goal: no clear goal
- 3. Segmenting • Ann Arbor residents Demographic • Mainly college-aged students • Follows University of Michigan athletics Behavioral • Spends time on campus and needs a place to get lunch nearby • Frequents Michigan sporting events; purchases Michigan gear •Proud to be a member of the Michigan Wolverine community Attitudinal •Believes the best quality food comes from family-owned restaurants
- 4. Target Noah Smith Third-year student at the University of Michigan Avid Michigan sports fan who attended every football game this season. Currently lives in Landmark. Enjoys going to Rick’s American Cafe with his fraternity brothers on weekend. Likes eating at local Ann Arbor eateries, including NYPD and No Thai
- 5. Current positioning statement: Wow! Their Eating at Maize and Come back soon, sandwiches are Blue a few times our sandwiches our simply delicious- I per year is enough simply delicious! should eat there for me. more often. I get a deli I only eat at Maize sandwich from and Blue a few Maize and Blue times per year. once a week.
- 6. Product Freshly made Segmenting deli sandwiches The Current Big Picture Price •Competitive Business Marketing Source Targeting pricing •Half-meat Objective Objective of option Volume Promotion •Word of •FE: traditional, Retention Stimulate mouth buzz family-run deli Demand •Man vs. Food •CC: no core Positioning •ESPN competence, but (Phelps) competency in Michigan-ization Place •Goal: no clear goal South University
- 7. Product Segmenting The Big Picture: Price where the bread molds Business Marketing Source Targeting Objective Objective of Volume Promotion Positioning Place
- 8. Survey results reflect 39 male and 115 female University of Michigan students Marketing Objective Retention Acquisition Management believes that their quality sandwiches alone keep people coming back, but our survey indicates that Maize and Blue is actually rated last in taste, and last overall when compared to their competition.
- 9. Retention is failing… Annual Visits to Maize & Blue Deli N=96 University 2% of Michigan student 9% 1 to 2 times respondents 3 to 5 times 18% 51% 6 to 10 times 15 to 30 times 21% Greater than 30 times The chart above depicts the amount of times students visit Maize & Blue Deli per year, which is less frequent than management thought.
- 10. Instead, focus onacquisition: Total responses: 169 Have you ever been to… = yes = no Zingerman's Deli Maize And Blue Deli Amer's Deli 12% 10% 44% 56% 88% 90% Clearly, people are going to delis, so Maize and Blue should switch their marketing objective to acquisition in orderto raise the deli to around 90% of people going at least once, where the competition is currently at.
- 11. Product Segmenting The Big Picture: Price where the bread molds Business Marketing Source Targeting Objective Objective of Volume Promotion Positioning Place
- 12. Source of Volume Currently: stimulate demand Revised: steal share Survey of 173 students shows Maize and Blue isn’t the category leader, so they need to focus on stealing share of the deli market
- 13. Not the categoryleader: steal share! Total responses: 169 = yes Have you ever been to… = no Zingerman's Deli Maize And Blue Deli Amer's Deli 12% 10% 44% 56% 88% 90% Again, this shows that Maize and Blue should focus on acquiring new deli customers by stealing share from the competition, rather than stimulating demand for deli sandwiches (a demand which clearly exists)
- 14. Strategic matrix revised A/SD R/SD A/SD R/SD A/SS R/SS A/SS R/SS
- 15. Product Segmenting The Big Picture: Price where the bread molds Business Marketing Source Targeting Objective Objective of Volume Promotion Positioning Place
- 16. Head to Headto Head. Zingerman’s Maize and Blue Amer’s
- 17. Head to Headto Head. $15.50 $9.49 $9.25 Zingerman’s Maize and Blue Amer’s
- 18. Main and Dynamicvariables within the category This graph shows a comparison between the three main delis in Ann Arbor based on the main variable (fresh deli sandwich),which Zingerman’s is the category leader in, and the dynamic variable (bang for your buck), which we believe Maize and Blue leads with.
- 19. Current positioning statement: Wow! Their Eating at Maize and Come back sandwiches are Blue a few times soon, our simply delicious- I per year is enough sandwiches our should eat there for me. simply delicious! more often. I get a deli I only eat at Maize sandwich from and Blue a few Maize and Blue times per year. once a week.
- 20. Revised Positioning Statement Wow! Sandwiches at I wish there was a Maize and Blue exists – Maize and Blue really place I could get a deli our sandwiches are give me more ―bang sandwich of Zingerman’s size with for my buck‖ than Zingerman’s size and an Amer’s price. Zingerman’s or Amer’s price. Amer’s! When I’m looking for a When I want a deli lunch-time deli sandwich during the sandwich, I go to day, I go to Maize and Amer’s or Blue. Zingerman’s.
- 21. Product Segmenting The Big Picture: Price where the bread molds Business Marketing Source Targeting Objective Objective of Volume Promotion Positioning Place
- 22. Promotion Clear awarenessproblem Currently, no advertising budget Low cost promotion options: Update website Utilize social media
- 23. Update their website: THE SANDWICH WITH THE MOST BANG FOR YOUR BUCK IN ANN ARBOR!
- 24. Website updates Currently,their website is very old-fashioned with no real information on it and a dead link to a Phelps video. In about 30 seconds, we created a new, free website usingWordpress.com. They need to feature more images, perhaps create an online order system, and promote specials on their website. New tagline: ―The sandwich with the most bang for your buck in Ann Arbor! Implies steal share—don’t want to use negative ads
- 25. Social Media Facebook:―LIKE‖Maize and Blue for updates on price promotions and to see what’s going on in the store i.e. ―Denard Robinson just came in for a number 86 and you should too!‖ Twitter: ―Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!‖ Instagram…
- 26. Instagram Currently, people lovetaking food pictures instagrams. We did a hashtag search and found that current instagrammerswere already uploading pictures of the sandwiches. why not utilize this free buzz by asking customers to instagram their favorite sandwich and enter to win one for free!?
- 27. Price Promotion Promotionoptions that low cost: Utilize www.eatblue.com Offer coupons
- 28. How to utilizeeatblue.com Tuesday Turkey Special: Buy any of our turkey sandwiches and get a second sandwich half off! Bring a friend!
- 29. Coupons • Coupons arenon-existent post them onto the new website/Facebook/Twitter/Instagram • Clipper Magazine is another great way for local businesses to advertise and give out coupons
- 30. Maize and BlueDeli 1329 South University Avenue Ann Arbor, MI 48104 (734) 996-0009
- 31. Product Segmenting The Big Picture: The 5th P: Packaging Price where the bread molds Business Marketing Source Targeting Objective Objective of Volume Promotion Positioning Place
- 32. The 5th P:Packaging Outside appearance: An article from the Michigan Daily compared it to the outside of a Gold’s Gym Invest in updating outer façade, registers , and inside furniture while maintaining the famous signing wall (keep nostalgia)
- 33. Conclusion: Our Revised BigPicture Marketing Objective:From retention to acquisition Source of Volume: From stimulate demand to steal share Positioning statement: From ―our sandwiches are simply delicious‖ to ―our sandwiches offer the most bang for your buck‖ Promotion: From word-of-mouth only to utilizing social media and offering price promotions Place: From dark, outdated restaurant to updated/more inviting interior/exterior
Editor's Notes
- #3 Michigan-ization: everything from the names of the sandwiches to the name of the deli to the color scheme---hopes to target loyal maize and blue fansRetention- (based on Michigan atmosphere, famous signature wall, and taste)
- #4 There are a number of variables that Maize and Blue segments on. For demographic, they focus on Ann Arbor residents mainly University of Michigan students. The rely strongly on behavioral variables such as people who follow University of Michigan athletics, people looking to grab a quick bite in between classes, and people who frequent Michigan sporting events. Finally, for attitudinal variables they want to segment on people who are proud to be a member of the Michigan Wolverine community and that believes the best quality foof comes from local family owns restaurants.
- #6 Current belief Consumer Proposition Desired BeliefCurrent behavior Desired behavior Consumer prop. Found on the menu only--- “our sandwiches are simply delicious”Focus on retaining current loyal customers and getting them to come more often (hope the sandwiches speak for themselves)
- #7 Promo- no marketing budget!!Pricing—say that we will go into price comparison later onPlace—convienient—loyal igning wall
- #9 They currently believe that those that eat there are loyal customers and that they retain their customers very well because of the taste of their sandwiches. They believe their sandwiches speak for themselves and keep people coming back, but our survey indicates that they are actually are rated last in taste. **we would like you to keep in mind that this is a small a convenience sample relative to Maize and Blue’s entire target audience
- #10 Of the people surveyed, 96 indicated having been to maize and blue…BUT the majority have only been once or twice…showing that retention is a failing strategy
- #11 Graph shows how people responded to the question of Have you ever been to…of times per year show retention is weak, their current customers don’t eat there very often. —focus on acquiring new customers Clear awareness problemAim to have them 90% like the other delis
- #13 Currently stimulate demand. However, we believe they need to steal share because they are not the market leader. Again, this chart shows that they were ranked last against Amers and ZingermansWhen we spoke to the manager, he even said that they don’t focus on their competition. They only think about themselves and not their competition at all
- #14 Again, here you can see that they are not the category leader. People have been to maize and blue the leastHigh amount of people that already go to delis, just not to maize and blue.(90%) So don’t need to stimulate demand, need to steal share
- #15 On the left is their original strategic matrix. And on the right is their revised strategic matrix
- #17 Comparison of 3 main delis in AA Note size of reuben sandwich– classic sandwich
- #18 Compare relative price value
- #19 This graph shows a comparison between the three main delis in Ann Arbor based on the main variable, which zingermans is the category leader in (fresh deli sandwich) and the dynamic variable, bang for your buck, which we believe maize and blue leads with
- #20 Here is the their first positioning statement. While Maize and Blue does have a few diehard fans, most customers didn’t eat there very often. Maize and Blue pursued no concrete plan as to how to retain customers, except for breifly mentioning on their menu that their “sandwiches are simply delicious”. They hoped this would make customers eat at the deli more often.
- #21 Here we adjust the positioning statement to reflect our new marketing objective and source of volume. We chose to focus the positioning statement on one edge Maize and Blue does have over the competition- the fact that their prices are relatively low compared to the size of sandwich you get.
- #23 The managementhopes to expand their advertising but refuses to allocate the budget for it; We suggest that, order to effectively acquire new customers, price promotions must be used to get them in the door. That being said, here are some free options we have designed for Maize and Blue to increase general awareness while utilizing price promotions:
- #24 Currently, their website is very old-fashioned with no real information on it and a dead link to a Phelps video. In about 30 seconds, I was able to create a new, free website using wordpress.com. They need to feature more images, perhaps create an online order system, and promote specials on their website. Steal share—don’t want to use negative ads, but think they could implicitly compare to the rest by saying they have the best sandwich in town.
- #26 Also on their updated website, the management should feature social media tabs. FACEBOOK: “LIKE” maize and blue for updates on price promotions and what’s going on in the store “i.e. Denard just came in for a sandwich and you should too!”Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”Instagram: currently, people love taking food instagrams. We did a hashtag search and found that current instagrammers were uploading pics of the sandwiches, so why not utilize this free buzz by asking customers to instagram the best image of their favorite sandwich and enter to win a free sandwich?!
- #27 Also on their updated website, the management should feature social media tabs. FACEBOOK: “LIKE” maize and blue for updates on price promotions and what’s going on in the store “i.e. Denard just came in for a sandwich and you should too!”Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”Instagram: currently, people love taking food instagrams. We did a hashtag search and found that current instagrammers were uploading pics of the sandwiches, so why not utilize this free buzz by asking customers to instagram the best image of their favorite sandwich and enter to win a free sandwich?!
- #28 Maize and Blue currently has 0 price promotion; while we think contests involving free sandwiches for winners is one way to spread awareness, we also think that featuring coupons is a great way to get people in the door.
- #29 Currently, they do no ads on eatblue.combut here is an example of how they could utilize it
- #30 They come to your door/are posted around campusFurther option
- #33 An article from the Michigan Daily even compared it to the outside of a Gold’s Gym (BAD)**hesitant about spending money, but we think sprucing things up will help with acquisition and will benefit in the long run in terms of profit.