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SSBBQ presentation-final
- 1. K o u r t n e y S t o n e L a u r e n K o e h l e r As h t o n M u n o z M i k e R o g e r s J a k e G o o d i n
- 2. • Sure Shot Bio • External Analysis • Segmentation • Target Market Selection • SWOT Analysis • Proposed Communication Strategies • Customer Relationship Management • Implementation Agenda
- 8. Segmentation • High demand potential • Mount Pleasant Residents • Students • Faculty, Staff, and Business Professionals
- 9. Current Customers Mt. Pleasant Locals
- 10. Potential Customers Campus Faculty & Students Sports Events
- 14. How to Succeed
- 15. Strengths: Weaknesses: • Niche Market • Offers Catering • Brand Recognition • Limited Budget- Family owned SWOT Analysis
- 16. Opportunities: Threats: • New Location • Fast-Casual Industry Improvement • New Entrants • Substitute Products SWOT Analysis Cont…
- 17. Communication Strategy Sure Shot BBQ's Advertising Budget- 6 Month Plan Advertising Medium: Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Online Marketing $ 300.00 $ 300.00 $ 300.00 $ 300.00 $ 300.00 $ 300.00 Print Marketing $ 67.50 $ 67.50 $ 67.50 $ 67.50 $ 67.50 $ 67.50 Radio Ad $ 900.00 $ 300.00 $ 300.00 $ 300.00 $ 300.00 $ 300.00 Total Monthly Cost $ 1,267.50 $ 667.50 $ 667.50 $ 667.50 $ 667.50 $ 667.50 Total Marketing Cost $ 1,267.50 $ 1,935.00 $ 2,602.50 $ 3,270.00 $ 3,937.50 $ 4,605.00
- 18. 100 clicks per day ($0.10 per click) = $10.00 per day $10.00 per day X 30 days/month = $300.00 per month cost $300.00 per month cost X 6 months = $1,800.00 total cost Sure Shot BBQ High quality southern style BBQ www.SureShotBBQ.com
- 19. 10 AD rate (same ad, 10 times per semester) = $11.25 per Clm In $11.25 X 6” column AD = $67.50 per month $67.50 X 6 months= $405.00 total cost for 6 months
- 20. Semester Online Banner Ad = $450.00 per month $450.00 per month online banner ad X 6 months = $2,700.00 total online banner cost Radio Station Ad Space = $300.00 for 20 spots $300 X 6 Months = $1,800.00 total radio ad cost
- 21. Customer Relationship Management CUSTOMER APPRECIATION PUNCH CARD
- 24. •Option 1- Google Ad Space •Option 2- CM Life Print Ad •Option 3- Online Banner - 94.5 Radio Ads 10% of 32,000 = 3,200 people each semester 3,200 X $8.00 = $25,600 Potential Dollars in Sales Wrap-Up
- 25. Questions?
Editor's Notes
- Mike Our Group, The Ruff Ryders (introduce each other), has picked Sure Shot BBQ as our Business to improve. We have been researching, brainstorming and coming up with new ideas that will help SSBBQ become a “better” business. Some areas we are going to explore are; 1.What Sure Shot BBQ is, and what we offer. (ashton) 2. All of the external factors that affect us. (L&K) 3. How we break up the customers into different segments. (jake) 4. Who we are going to target. (mike) 5. How customers view us. (kourtney) 6. What strategies we should use to communicate to customers. (kourt) 7. How we keep track of who our customers are. (lauren) 8. What we plan to do to implement these new ideas. (A&J)
- Kourtney
- Ashton Sure Shot BBQ is a Fast Casual restaurant that specializes in Southern Style BBQ food. Just so everyone is on the same page, a fast casual restaurant does not offer full table service, but promises a higher quality of food and atmosphere than fast food dining. So you still get your own drinks, silverware and napkins, They just give you the food. AND Southern Style BBQ consists of cooking meat (originally pork), very slowly over a wood/charcoal fire.
- Ashton SSBBQ offers pork, beef, chicken and vegetables. They have an amazing pulled pork sandwich and an innovative and tasty pulled pork nacho. They also offer a beef brisket sandwich and beef ribs. If your still not satisfied they have Chicken sandwiches, BBQ brats, and even a tossed salad. Pulled Pork Nachos- $8.00, Half portion- $5.99
- Lauren Competitors Direct Competitors Menna’s Joint Taco Boy Max and Emily’s Bakery and Café Pita Pit Indirect Competitors Lil’ Chef Crankers Coney Island Fast food chains nearby (Taco Bell, Wendy’s, McDonald’s, Arby’s) Mountain Town
- Kourtney Overall Industry Analysis Key industry drivers Taste Value Freshness of Food Location Consumer segments Bakery/ Café, Ethnic Foods, Traditional/ Other Foods
- Kourtney Defining the Market 27,000 year-round residents in Mount Pleasant Largely populated by 18-24 year-old range University population: 12,000 females, 9,000 males Average 6.2 visits per month 49% market growth from 2011 to 2016
- Jake Market Segmentation Demand Potential High demand potential No competitors offer Southern Style BBQ as a menu option Great alternative and gives differentiation to our product Fair price for quality and quantity of food Mount Pleasant Residents: 27,000 year round residents residents value low cost, convenient food options Students: little to no income 18-24 age bracket value quality food at low cost Faculty, Staff and Business Professionals: age ranges from 25-55, there are customer segments older than 55 but this is who we want to target many professors commute- potential to get a bite to eat before they hit the road value high quality food, more willing to spend to get better quality
- Mike Present Customers Current Customers Mount Pleasant Locals No specific age, gender, or race Friends and family of the owner (Robin) Local Family events Reunions Banquets Picnics Parties
- Mike Potential Customers Looking to make a presence on the CMU campus Central Michigan University Homecoming Main Stage CMU faculty Faculty meetings College students Just over 21,000 CMU students Fraternity & Sorority Events Family Picnics Parents Day Sports teams Banquets/ Team dinners
- Mike Main Focus (target students) College students 18-24 year olds (Generation Y) Both Male and Female Limited spending money Seeking out convenient, inexpensive dining options Busy schedule with minimal free time “On the go” appeal with dine-in option Roughly 21,000 students during the School year Capture 10,000 students at 2 vistis per semester On average spending $7 Each student dining twice a semester (20,000 units sold, $140,000)
- Mike Main Focus (target business professionals) 25-55 2,400 faculty and staff
- Mike Evaluation Unique Cuisine Meets needs of all ages and demographics 21,000+ Students Largest target segment in Mount Pleasant Curb Appeal Just moved location to Mission Convenient location for students
- Mike Strategy for Winning Media Vehicles Radio Facebook Twitter Strategic Alliance Team up with Campus Dining Creating brand awareness
- Lauren
- Lauren
- Kourtney
- Kourtney Option 1- 3rd choice
- Kourtney Option 2- 1st choice if budget allowa
- Kourtney Communication continued… CMU Broadcasting Option 3- 2nd best choice
- Lauren Customer Relationship Management Offer benefit programs Punch Cards Personalized plastic cards Email club Check efficiency Store information electronically
- Ashton The first two results come up with the old name of the restaurant (irrelevant) The second result is an article in CM-Life about them opening up (outdated) The last two are to the already existing website that is poorly set up and designed
- Ashton The only good result that came back was SSBBQ’s Facebook page.
- We will implement the “new SSBBQ” by making the customer aware of the high quality of food and the new location. To make the customer more aware we need to update their internet presence. To update their presence online we will first focus on their slogan and image. We will add on to the slogan of SSBBQ so that customers have something concrete in there head about what kind of food SSBBQ offers. Then we would update every web site associated with SSBBQ so that when ever it is searched online, the first results take you to the most updated SSBBQ web page there is. One specific way we plan on doing this is the use of Google Ad space. This will help people find them on the internet better. They do not currently utilize this tool, and you can see first hand what happens when you search for them online. CM Life’s website estimates a total of 32,000 readers each publishing day. That’s a great number of people Sure Shot could be advertising to. With a broadened target market, Sure Shot should expect to get a great return on this investment. For accounting purposes, let’s suggest 10% of people who read the ad will take the coupon in and eat each semester. On average, those people will spend somewhere between $6 and $12. For this exercise we will say $8.