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Village Green Foods Campaign Strategy Presentation

Village Green Foods Campaign Strategy Presentation. Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier. Agenda. 1. Problems, Strengths, Opportunities. 2. Target Market and Audiences. 3. Objectives. 4. Strategy Overview. 5. Restaurant Decision Makers.

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Village Green Foods Campaign Strategy Presentation

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  1. Village Green FoodsCampaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

  2. Agenda 1. Problems, Strengths, Opportunities 2. Target Market and Audiences 3. Objectives 4. Strategy Overview 5. Restaurant Decision Makers 6. Distribution Sales Representatives 7. Culinary Consultants 8. Assessment and Budget

  3. Problems • Low awareness of outsourcing solutions • No promotional activity to date • Large competitors with heavy promotions

  4. Strengths & Opportunities • New product line & channel • Baby food in grocery stores • Strong ties to community • Back Bay Rowing & Running Club Restaurant • Growth in niche marketing • Relatively new and growing industry

  5. Target Overview Target Market Primary Target Audience Tertiary Target Audience Secondary Target Audience TEXT

  6. Target Market • Restaurant segments • Quick Casual • Casual Dining • Geographic constraints • US Western Region • 1-2 days transport • ≥ 80% business in Southern California • Value • Freshness, gourmet ingredients, process integrity, consistency, and TASTE!

  7. Target Audiences • Primary: Restaurant Decision Makers • Secondary: Distribution Sales Reps • Tertiary: Restaurant Culinary Consultants

  8. Objectives • Increase sales to $5M by 2010 • Increase overall awareness of restaurant outsourcing solutions • Create and increase recall awareness of VGF • Generate 5-10 new sales leads by referrals • Additional target audience objectives • To develop brand associations between VGF and innovative culinary solutions • To evoke favorable attitudes towards VGF

  9. Strategy Overview • Primary Target Audience • Advertising • Sales Promotions • Direct Marketing • Public Relations • Secondary Target Audience • Event Marketing • Personal Selling • Tertiary Target Audience • Direct Marketing • Sales Promotions

  10. Restaurant Decision Makers

  11. Advertising • Direct Mail • Monthly postcards • Company name, logo, industry facts (reminders) • $3,120 per year • Quarterly newsletters • Current trends in the industry, VGF’s services • $2,440 per year • Message: • VGF is an expert in their field • Add to credibility, make VGF seem approachable, knowledgeable • VGF is a valuable resource offering innovative solutions

  12. Sales Promotions • Advertising Specialties • Whisks, spoons, mugs with VGF logo • Whisk = $447 (150 pieces) • Plastic Spoon = $299 (150 pieces) • Ceramic Mugs = $140 to $545 (144 pieces) • Thermos Mugs = $1,200 (150 pieces) • One time set up fee $40 - $45 for logo • Trade Shows • Western Food and Culinary Expo • August 26th – 28th • Basic Rate Plan = $3,300

  13. Direct Marketing • Personal Selling • Employee solely dedicated to customer relations • Two options • Part time at $20,000 per year • Jenny

  14. Public Relations • Interviews • Culinary magazines or Food Network • Press Releases • Pay decent wages • Good work environment • Donate food to local food banks

  15. Distribution Sales Representative

  16. Reasons to Target Sales Reps • Frontline sales force • Creditable source • Objective consultant

  17. Promotional Tools • Personal selling • “Customization” reminder • Nice reward with new accounts • Event marketing • Build a community • Utilize Back Bay Rowing and Running Club • Banquet, reception, holiday party

  18. Culinary Consultants

  19. Features and Advantages • Creating authentic food • Increasing cost effectiveness • Serve as a middleman • Advantages: • Current & past clients • Medium • Credibility

  20. Sales Promotion and Personal Selling • Event marketing • A niche market • Customization & immediate feedback • Rented space or Back Bay Rowing and Running Club • Invitation sent out within one month • Presentation • Introduction of services • Incentive plan (commission based) • Marketing continuity

  21. Direct Marketing and Sales Promotion • Follow up • Reminder • A direct response • Postcard • Newsletter • Trade Show • The Western Foodservice & Hospitality Expo

  22. Assessment Measures and Budget

  23. Testing Concept Copy Concurrent Post • Behavioral tests • Sales • Inquiries • Direct mail tallies • PR tallies • Interviews • Tracking • Direct mail • PR exposure • Interviews • Attitudes • Message • Positioning • Products • Objectives • Interviews • Rough previews • Accurate sample

  24. Conservative Campaign • Bare minimum recommendations • Creative materials are created in-house • Circulation quantity and frequency is minimal

  25. Moderate Campaign • Better quality advertising specialties (mugs, whisks, etc.) • Increased frequency of promotional materials and events • More promotional tools to be given away at trade shows and events • Creative responsibilities handled by graphic design firm • RF | D Graphic Design, Riverside CA

  26. Premium Campaign • This package allows for either: • Two part-time sales people • One fulltime sales person • Commission is held at 1% to avoid profit margin erosion

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