Sodexo Korea is launching a new Catering and Rewards catalog and corresponding website to promote its foodservice and benefits offerings. The catalog and website will provide visual examples of Sodexo's cafeteria designs, franchise partnerships, and pass card products. This will help sales representatives obtain new contracts by allowing prospective clients to browse service options. The target market includes schools, hospitals, and large corporations. The catalog is aimed at positioning Sodexo Korea as the premier provider of quality of life services in South Korea.

1. TashiaBramhan
SODEXOB2BCATALOG
Positioningconceptandinitial integratedmarketingplanforthe Sodexo
branch that islocatedinSeoul,S.Korea.
PreparedbyTashiaLynn Bramhan
Sodexo Korea
#101-102 Unit,
15 (Mijin Lamer Palace),
Okposeongan-ro, Geoje-si,
Gyeongsangnam-do, Republic of Korea
055-688-5125

2. 1
Sodexo Korea
Sodexo of South Korea is a division of the Sodexo Group. Sodexo stands for quality of life services
that are provided to businesses to enhance their employees’ work-life balance. Sodexo was
founded in 1966 by Pierre Bellon in Marseilles, France. Sodexo is the only company to integrate
a complete offer of innovative services, based on over 100 professions. We develop, manage and
deliver a unique array of On-site Services, Benefits & Rewards Services and Personal and Home
Services for all our clients to improve the Quality of Life. Sodexo services 80 countries with
approximately 75 million customers that are assisted by 428,000 employees. Sodexo is facilities
management. Sodexo is foodservice. The sectors that are serviced by Sodexo include schools,
hospitals, private corporations, military facilities, government agencies, assisted living facilities
and correctional facilities. Benefits and Rewards services involve the handling of meal cards for
students, gift pass awards for employees and corporation customers and other types of pass awards
that a business needs as an extra employee benefit. Sodexo Korea has been serving the Asian-
Pacific community since 1991, which also includes a large spectrum for off-site and/or offshore
well-being needs by corporations.
Catalog Name and Rationale
The catalog name is Sodexo Catering and Rewards. This name was chosen as I thought about what
my company would name their catalog if they had such an entity, as they are a major competitor
to Sodexo but not in Korea. The Asian-Pacific market is a geographical area that Sodexo currently
dominate, as there are hardly any major competitors in the region. Foodservice is a large part of
many businesses and organization globally. Knowing how to market your brand of service to other
businesses in order to win their bid/contract for foodservice needs can be enhanced by a catalog
that shows the different type of foodservice entities that show various café sizes, vendor services

3. 2
and catering capabilities. There are also various food type needs from gourmet to basic everyday
food offerings dependent on region and corporation/customer wants. For example for a
college/university, franchise type establishments may be needed to service the different tastes of
students and faculty. Therefore, Sodexo can show within the catalog and website, which type of
franchises they currently are in contract with to provide these services for the college campuses.
By visiting the website, businesses will be able to virtual tours of other businesses that currently
use Sodexo for their foodservice needs as well as any additional information not fully listed in the
catalog.
For rewards and pass cards, Sodexo will be able to show in the catalog the cost associated with
producing a minimum of 500 cards, the various types of cards offered and summarized descriptions.
For example, colleges can browse through the catalog and find out how the meal cards work from
various meal plans and snack options made available with the cards as associated with facilities
that are run by Sodexo on the college campus.
Website Address
This web address was chosen as the desired location for the catalog for the main purpose of one-
stop shopping and information. The main website, Quality of Life Observer, serves as a tool for
businesses to learn more about how improvement in quality of life for other corporations has
enhanced employee performances. Sodexo has created the Quality of Life Observer website as a
hub dedicated to the topic of Quality of Life. The site invites you to explore issues from a global
or a local perspective, in sectors such as health-care, education or corporations. There are various
forms of information from case studies like Taking A Proactive Approach To Musculoskeletal
Disorders to interviews and articles that may serve some interest to those in particular sectors or
industries. Utilizing a separate website, makes it easier to maintain, when information is constantly

4. 3
being updated whereas the main Sodexo website is more for an introduction of what Sodexo does
and the Sodexo history.
Parent Company
The parent company for the Catering and Rewards catalog starts with Sodexo Korea, which will
later go back to Sodexo Group out of France. With efforts from the test market in the Asian-Pacific
area showing to be successful, the main headquarters in France will make this type of marketing
effort available globally but tweaked for each geographical market in aspect of food services.
Overall Rationale
The main purpose in association of creating this catalog and additional webpage is to assist
individual sales representatives when pitching the services of the company. It will give prospective
businesses a visual to coincide with presentations and financial documentation.
Worldwide and Local Competition
Worldwide, Sodexo Group has two major competitors in the foodservice industry listed in order
of global rank including Sodexo:
1. Compass Group PLC
2. Sodexo Group
3. Aramark
Out of the corporations listed, Sodexo and Aramark are the only ones that fully serve the Asian-
Pacific market to include S. Korea. Compass only has affiliations in Japan and a very small portion
of China. Aramark specializes in contract foodservices worldwide and is a uniform supplier for
businesses in the United States. “Aramark is in the customer service business across food, facilities

5. 4
and uniforms, wherever people work, learn, recover, and play. United by a passion to serve, our
more than 270,000 employees deliver experiences that enrich and nourish the lives of millions of
people in 22 countries around the world every day. The industries that are served by Aramark
include schools, hospitals, correctional facilities, remote workplaces, conference center,
convention center, sports arenas, cultural attractions, stadiums, healthcare facilities, workplaces
and manufacturing facilities. For their international businesses combined, Aramark posted 2nd
quarter sales of .7 billion USD. Adjusted 2nd quarter operating income is 30 million USD. Total
net income as of April 3, 2015 for all subsidiaries of Aramark was 145.3 million compared to
March 28, 2014 net income of 57.7 million. High profile events that Aramark covers for food
services include the Asian Games and FIFA World Cup. As shown in a company overview fact
sheet, Aramark’s clients include:
 300,000 uniform clients
 100,000 refreshment services clients
 2,500 international clients (Europe, Asia, South America)
 2,000 healthcare facilities
 1,000 higher education and K‐12 clients
 750 business dining and facility clients
 500 correctional facilities
 150 sports and entertainment venues
 90 offshore rigs and remote camps
 50 parks and conference centers
Aramark may not boast Quality of Life but can boast as being a contender that can overtake Sodexo
in the foodservice industry.

6. 5
Compass Group as a Future Threat
Another competitor that has as of yet to fully enter the Asian-Pacific market is Compass Group as
they consistently win client bids to remain the #1 foodservice business worldwide. The two
competitors to Sodexo targets the same market of Aramark in regards to schools (K-12 &
universities), hospitals and assisted living facilities. Aramark as stated previously, serves major,
high profile events, sporting events and travel destinations. Compass Group has the opportunity to
invade the Asian-Pacific market territory and continue to be a major threat to both Sodexo and
Aramark in all sectors served by both corporations. The strength of Compass Group entering the
market is their diversified range of branded services like Canteen Vending, Chartwells, Restaurant
Associates and more that offer varied types of foodservices for businesses. The types again can
range from catered in-office events, cafes that offer elegant gourmet foods offerings to everyday
local fare. Their current weakness, lack of knowledge of the Asian-Pacific market and lateness in
entering the market if they are not already known.
Target Market Description
Investment and/or financial corporations, schools and universities not currently served and/or have
contracts up for bid, assisted living centers, hospitals and manufacturing corporations like
Samsung, LG Electronics, Hyundai, Kia, etc...
Medium to large size so more than enough employees can benefit from either foodservices
provided on-site and/or pass cards if purchased by the corporation.
SIC target codes: 6211(Security brokers, dealers and flotation companies), 8299 (Schools and
educational services), 8062 (general medical and surgical hospitals) and 3999 (manufacturing
industries).

7. 6
Employee minimum: 1500 except for schools as their needs would serve a different purpose of
mixture of employees and students.
Benefits
The benefit that the catalog and corresponding web page serves for the target market(s) is the
ability to make better comparisons of food services and other services. The businesses will be able
to visually see how other corporations have enlisted the ability of Sodexo to rebuild existing space
to their specifications or renovate an unused space to fulfill food service needs. They will receive
first-hand glances of types of services provided by Sodexo along with pass card designs and types.
Other businesses may only provide whitepapers or PowerPoint presentations. Whereas, the
company may keep the whitepaper for further thought in contract negotiations but would not be
allowed to keep the presentation and would then have to visit a website that may not give all the
information needed in order to make an informed decision.
Product Mix
Passcards to be designed with company or school logo for identification. Food related passcards
would be pre-loaded with specific, weekly or monthly meal plans that are automatically re-loaded
upon employment or student verification.
 Snack Plan Passcards for university students (2 snack related foods includes drink, twice a
day)
 Meal Plan Passcards for employees (5-day lunch plan to include 1 drink)
 One to five day various Guest Meal Plan Passcards. (Automatically pre-loaded upon
purchase by corporation with exact number of day plans printed on each card. Useful for
planned or unplanned visits by outside guests to the corporation.)

8. 7
 Full wall vending with innovative vending features and prices to coincide with overall
internal culture of corporation.
 Five station franchise café to offer diversity in food choices and tastes for employees.
 Ten station franchise café for large universities to serve diversified student and staff culture.
 Cafes that offer reserved meeting rooms for team building events that can also be rented
by outside associations. (Win-win for Sodexo and corporation as they can establish profit
sharing from café rental space.
 Small size quick grab kiosks that offer pre-made sandwiches and snacks.
 Medium to large cafeterias that offer built-in workstations for laptop connection and/or
other business needs.
 Cafeterias that create an escape away from the office like a hidden oasis.
Special Features
As stated previously, upon visiting the web page, businesses will be able to take virtual tours of
other cafeterias and cafeteria designs. There will also be an application to create and/or renovate
cafeteria space by inputting room square footage, color scheme, kitchen location, registers, tables,
lighting, etc… After creating their own look for a cafeteria or vending area, they will have the
option to save created plan to their desktop and/or other media related storage and present desired
design information to discuss during contract negotiations. For the passcards, design logos and
other markings can be uploaded to the site and exact letter placement, font and coloring can be
created when making orders in the online environment. Confirmation will be sent to business
before final printing occurs and frequency of loaded plans will be confirmed and paid in advance.
Businesses will be able to state how often they will forward employee and/or student information
so that Sodexo can know which cards to keep active versus which ones to deactivate.

9. 8
Customer Acquisition and Retention
In order to acquire new customers, Sodexo will have to set themselves apart from their competitors.
Proven testimony from other businesses that use Sodexo will assist with obtaining new contracts.
Types of services and availability of assistance as needed will play a major role along with bid
amount for contract. Offering to work for a management fee versus a profit and loss will be a deal
clincher dependent upon size of business. In the profit and loss world, if the business makes a
profit from added or revised on-site food service facility, Sodexo would receive an agreed upon
contracted profit percentage. If it is a loss, Sodexo would have to care a percentage loss. A
management fee is a straight monthly fee for all services provided in relation to the food service.
This includes accounting, staffing, marketing and other various aspects needed.
In order to retain clients, Sodexo must ensure that there is always open communications between
client and corporation. For example, Compass group sends out daily Red Alerts that give
information on any product recalls and the reason behind the recall. It also states if reorders of new
products need to be made and what is necessary for disposing of old product purchased. Another
form of communication will be Sodexo constantly advising their clients on different marketing
aspects for branded food items and how to display them. Staying in constant communication with
their clients will show that they are transparent in providing quality services and assistance in
resolution based discrepancies.
In the world of foodservice, social media plays a role by showing various aspects of community
involvement shown by Sodexo. On social platforms like Facebook, Sodexo can post various
community events that their employees had participation. Whether it was a fundraising event to
support underprivileged families to supporting a local or national health related cause, businesses
can be in the know of how Sodexo supports their community by giving back in volunteer hours or

10. 9
financial support. They can gauge the needs, accolades or complaints of the client’s customers as
postings are made on various sites like Twitter, Pinterest, Facebook and even YouTube. By
monitoring these sites, Sodexo will be able to offer additional assistance in terms of weekly
cafeteria meal plans or themes along with offering client resolutions when needed. The last portion
of social media usage involves assisting their clients with promotions of various types. These
promotions can involve a buy one get 1 type offer, contests during various holidays or nationwide
sporting events and even events of celebrity chefs preparing meals for a day.
Transparency, reliability and outstanding service will help Sodexo show that they are business that
offers Quality of Life to other businesses.