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

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Presentation on theme: "Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier."— Presentation transcript:

1 Village Green Foods Campaign 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 1.Low awareness of outsourcing solutions 2.No promotional activity to date 3.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 1.Increase overall awareness of restaurant outsourcing solutions 2.Create and increase recall awareness of VGF 3.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, VGFs 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 26 th – 28 th 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 Frontline sales force Creditable source Objective consultant Reasons to Target Sales Reps

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

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 Positioning Products Objectives Interviews Rough previews Accurate sample Tracking Direct mail PR exposure Interviews Attitudes Message Behavioral tests Sales Inquiries Direct mail tallies PR tallies Interviews

24 Conservative Campaign Bare minimum recommendations Creative materials are created in-house Circulation quantity and frequency is minimal Conservative Campaign (2.2% of Annual Sales) Promotional ToolDetailsEstimated Cost AdvertisingIn-house creative content Direct Mail$3,120.00 Newsletter $2,440.00 Sales Promotion Advertising SpecialtiesBranded whisks, spoons, and mugs$1,036.00 ConventionsWestern Food and Culinary Expo$3,300.00 Event MarketingQuarterly VGF events$4,000.00 Direct Marketing Personal SellingDedicated sales person$20,000.00 Consultant IncentivesMaximum amount of 1% of annual new sales target$6,400.00 Total Cost:$40,296.00

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 Moderate Campaign (2.8% of Annual Sales) Promotional ToolDetailsEstimated Cost AdvertisingCreative content handled by design firm Direct Mail$3,000.00 Newsletter $2,440.00 Graphic Design FeeLogo and identity$3,000.00 Sales Promotion Advertising SpecialtiesBranded whisks, spoons, and mugs (high quality and quantity)$2,282.00 ConventionsWestern Food and Culinary Expo (larger booth)$6,600.00 Event MarketingVGF event every other month$6,000.00 Direct Marketing Personal SellingDedicated sales person (part-time)$20,000.00 Consultant IncentivesMaximum amount of 1% of annual new sales target$6,400.00 Total Cost:$49,722.00

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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