Presentation on theme: "Jimmy Johns Gourmet Sandwiches So Fast youll Freak! Team Patriots Marketing Plan by Roddy Hill & Tara Luckett."— Presentation transcript:
Jimmy Johns Gourmet Sandwiches So Fast youll Freak! Team Patriots Marketing Plan by Roddy Hill & Tara Luckett
Our Mission Jimmy Johns is growing fast and our team is always looking for hard-working people who crave the worlds greatest gourmet sandwiches. And were not talking success as in shiny new car success-were talking success as in position of power in a worldwide sandwich empire success (Jimmy John's Gourmet Sandwiches, 2010).
Vision for our Franchise We aspire to be the best, and serve the greatest gourmet sandwiches in Missoula, and serve the minds of the future.
Internal Strengths Fresh gourmet sandwiches Online Ordering Free WI-FI access Large lounge area Open and deliver until 3 am Fast delivery time Sandwiches starting at $4.50
Internal Weaknesses Breakfast and coffee is not offered Only one sandwich size is available No healthy side dishes available only chips and cookies Can be expensive for college students Additional charge for deliveries
Opportunities Deliver gourmet sandwiches and cater Within 2.2 miles from The University of Montana Mobile app available for easy ordering Online ordering available Late hours of operation and delivery
Opportunities Offer coupons to the customers for discounts that are geared towards low volume days Partner with the University to sell Jimmy Johns sandwiches for lunches and dinner at the school Be a team sponsor for the Grizzly football team to receive recognition
Potential Customers Total students enrolled at The University of Montana is 15,669 in Fall of 2012 Dormitory Capacity- 3,425 potential customers to deliver to In 2011 summer enrollment at the University was 4,113 students Total staff during fall and spring semester was 2,100 with approximately 2,000 student employees.
Potential Customers The total population of Missoula, MT in 2010 was 109,229 14.1% increase in population from 2000-2010 As of September 2012 national unemployment was 7.8% and Montana was 6.1% If the trend of increasing population continues and the trend of lower than national average unemployment rates continue then the potential of adding additional stores is positive
Threats Other fast food options may be cheaper and faster with breakfast options 3 other competitors within 2 mile radius of the University of Montana Potential decline in business once school is out during summer months by 30% (15,669 X 0.3= 4,700 students) Possible loss of 4,700 potential customers
Threats High Employee turnover rate students going home for summer or graduating Other restaurants open late and deliver Weather may prohibit deliveries and accessibility to the restaurant
Competition-Pita Pit Pita Pit also open late and delivers until 3am Been established for 4 years Within 2 miles from The University of Montana Online ordering available Breakfast available Healthy side dishes available Pita prices start at $5.99
Competition-Docs Sandwich Shop Open until 4 pm daily, closed on Sundays Been established for 18 years Within 2 miles from The University of Montana Gourmet sandwiches, soups, and salads Sandwich prices start at $6.75 but will take off $2.25 for half a sandwich
Competition- Campus Dining Located on The University of Montana campus Offers coffee, breakfast, lunch and dinner Offers variety of food from grab and go to vegan meals The meal plans range from $1,740, $1,840 and $2,040. The individual meal prices are as follows: $1,740-$5.74/meal, $1,840- $7.69/meal, $2,040-$6.08/meal. Majority of campus dining halls and campus restaurants close by 7 pm Jus Chilln is the only option on campus that is open until 12 am only on Saturday and Sunday and offers only snacks and smoothies
Competition for the Market There are 15,669 students that have 4 options for sandwiches near the University of Montana 15,669/4=3,917.25 3,917.25/7 days= 559.60 Potential customers per week 3,917.25/365 days= 10.73 In the summer months there are 4,113 students enrolled at the University of Montana 4,113/4=1,028.25 There are three other competitors for Jimmy Johns that may take 75% of the market leaving Jimmy Johns with 25% After 4 pm everyday Docs Sandwich Shop closes which eliminate 25% of the competition and is closed on Sundays
Competition for the Market The University of Montana campus dining is closes at 7 pm which eliminates another 25% of the competition Between 4 pm and 7 pm Jimmy Johns has an increase in possible market by about 33% 100%/3=33.3% 15,669/3=5,223 4,113/3=1,371 ( This market will also apply on Sundays when Doc Sandwich shop is closed) After 7 pm 50% of the competition is eliminated only Jimmy Johns and Pita Pit are open and deliver until 3am 15,669/2=7,834.5 4,113/2=2,056.5
Demographic Dimensions Staff at The University of Montana Fall 2002, full-time staff members totaled 1,145 5.4% of total staff in Fall 2002 were of color Fall 2002 total staff comprised of: 56.5%-Women 43.5% - Men Fall 2002, the faculty included: 491 full-time permanent instructional faculty 184 temporary or part-time instructional faculty 430 tenured/tenure-track faculty in Fall 2002, 32 (7.4%) were persons of color Of the 20 new faculty members hired for Fall 2002, 8 (40%) were women
Demographic Dimensions Students attending University of Montana Fall 2002 student enrollment was 13,058 The Fall 2002 enrollment included: 10,763 undergraduate students 1,392 graduate students 652 post-baccalaureate students 251 law students 18% of undergraduates are age 25 or older 22 years median age 53% women 47% men 74% Montana residents 23% non-residents 305 international students from 60 countries
Demographic Dimensions For Missoula, MT Students upper and middle class average age 34 years old, professional and technical workers and students Average Missoula household of 2.4 individuals whose average income is $42,399 39% of the Missoula population has earned a Bachelors Degree and is predominantly Caucasian
Geographic Dimensions for Missoula, MT Jimmy Johns is located in the heart of downtown Missoula Jimmy Johns will deliver to Missoula and the University of Montana Also located in downtown Missoula are the following: -7 breweries in Downtown Missoula -29 places for casual dining (including Jimmy Johns) -6 places for fast food There are a total of 11,693 companies located in Missoula
What We Eat For Lunch In America According to The Journal of the American Dietetic Association, the most popular foods consumed at lunch for both adult men and women were sandwiches, including hamburgers, followed by salads, and meat dishes. The most popular beverages were soft drinks, coffee, and juice. Other popular foods were French fries, potato chips, tortilla chips, and fruits (Ahuja, 2005).
Behavioral Dimensions Functional needs are met by giving the customer a healthy lunch and dinner alternative The benefits are time is money, we can deliver to you Customer relationships and satisfaction will encourage future and existing customers We offer personalized selections and complete nutrition information Sandwiches have been proven to be most popular consumed food for lunch by men and women
Customer Needs Social Needs Place to study and use Wi-Fi Meet with friends for lunch or dinner Place to meet study groups Place to take a break from school for lunch Physiological Need Hunger and Thirst These needs will create business for Jimmy Johns
Customer Needs Economic Needs Affordable Convenient for fast but gourmet sandwich, delivers which makes Jimmy Johns even more convenient Location is convenient for students and employees of the University of Montana Dependable hours of operation, dependable service and delivery These needs will create business for Jimmy Johns
Why buy Jimmy Johns Gourmet Sandwiches Jimmy Johns sponsors teams at the University of Montana and posters may trigger a response to want to eat Jimmy Johns Pita pit and Jimmy Johns deliver late and may have 50/50 chance they want to order food late for a dorm party Will be listed on yellow pages although no one looks a yellow pages we will be on facebook, internet, and phone app available People can like us on facebook which will remind them of deals and coupons Only 2 miles away from the University within a distance for students to walk/drive and see the restaurant
The Means-End Chain Model ProductAttributesFunctional Consequences Psychosocial Consequences Values Gourmet Sandwiches Fresh Sandwiches Satisfies hunger and thirst cool person deli Short term got to spend time with friends Personalized Sandwiches Provides nutritional value Can be cool and use iPad with free Wi- Fi Short term enjoyed a delicious healthy meal Clean restaurant with friendly service Enjoy lunch or dinner in cost effective manner Can lounge with friends and fill social need Long term can increase business for downtown Missoula Lounge area with free Wi-Fi Can be delivered when in a time crunch Sandwiches can be delivered to our dorm party Long term can help with providing jobs
The Product Life Cycle Jimmy Johns is in the market maturity stage. They have been established since 1983 and now have over 1200 restaurants. Subway and Blimpies introduced the sub shop market to customers, both established in mid 1960s. Competition has been tough to the point where subway offers five dollar deals and buy one get one free before 10am. Blimpies has eliminated many of their shops. Jimmy Johns is not a normal sub shop they differentiate themselves by creating gourmet sandwiches with fresh bread made everyday along with fresh cut meat everyday and delivering. Jimmy Johns
Brand Positioning Jimmy Johns differentiates themselves from other competition by not only creating sub sandwiches but fresh gourmet sandwiches. Other sub shops do not deliver and Jimmy Johns not only delivers but we deliver freaky fast! We are not just a sub shop but a place to enjoy gourmet food with friends, study groups, co-workers in a lounge area with free Wi-Fi available in the heart of downtown Missoula.
PERCEPTUAL MAP ----------------------------------------------------------------- ------------------------------------------------------------------------------------------------- Jimmy Johns Subway Docs Sandwich Shop Gourmet Sandwich Traditional Sandwich DeliveryDine In Hoagieville Quiznos Pita Pit
Promotion Getting Attention Consumers will be informed of us from the radio, signs in the University of Montana since they are sponsors of their teams and word of mouth With our funny radio ads about delivering freaky fast even show up faster than the fire department to a burning house may hold peoples interests Arouse Desire Take samples of sandwiches to local businesses downtown and to the University of Montana which can persuade students, faculty and workers to eat at Jimmy Johns Since Jimmy Johns is a sponsor of the University of Montana posters of delicious gourmet sandwiches will be posted around the University of Montana and their stadium Have pictures of Jimmy Johns sandwiches pop up pictures online and on facebook
Promotion Obtain Action Millions of people on facebook will see the Jimmy Johns logo and will be reminded of Jimmy Johns. If they like us will receive reminders of deals and coupons for Jimmy Johns. This will encourage individuals to obtain action with their facebook deals. Samples of sandwiches will also persuade individuals to obtain action and eat Jimmy Johns
Price Jimmy Johns is a one price policy and will charge the same price for everyone Initially start out with status quo objectives and follow Jimmy Johns franchise prices and stabilize in the market in Missoula Discounts will be given initially when people like us on facebook More coupons will be given when it is determined which days are low volume to attract customers
Place Convenient location in the heart of Downtown Missoula Within walking distance from the University of Montana Jimmy Johns deliver to the town of Missoula Direct channel system Web site base for customers
References Ahuja, J. O.-T. (2005, October 22). Agricultural Research Service. Retrieved November 2012, from United States Department of Agriculture: http://www.ars.usda.gov/research/publications/Publications.htm?seq_no_115=179939http://www.ars.usda.gov/research/publications/Publications.htm?seq_no_115=179939 Doc's Sandwich Shop. (2012). Retrieved from Doc's Sandwich Shop: http://www.docsgourmet.com/index.php?option=com_content&view=article&id=48:about&catid=31&Itemid=46 Economic Outlook. (2012). Retrieved from Missoula County: http://www.bber.umt.edu/pubs/econ/CountyOutlooks/12missoula.pdf Find the Best unbiased, data driven comparisons. (2012). Retrieved from Find the Best unbiased, data driven comparisons: http://colleges.findthebest.com/l/2447/The-University-of-Montana The University of Montana. (2009). Retrieved from The office of the University Planning, Budgeting and Analysis: http://www2.umt.edu/plan/UM%20Quick%20Facts/Demographics.aspx U.S. News Education Colleges. (2012). Retrieved from U.S. News Education Colleges: http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-montana-2536 UnCover MISSOULA. (2012, October). Retrieved from UnCOver MISSOULA: http://missoulian.com/app/uncover/education_higher.html United States Department of Labor. (n.d.). Retrieved from Bureau of Labor Statistics: http://www.bls.gov/lau/ http:/www.bber.umt.edu/pubs/econ/countyoutlooks/12missoula.pdf http:/www.makeitmissoula.com/about/ http:/www.dol.gov.gov