Presentation on theme: "Jimmy John’s Gourmet Sandwiches"— Presentation transcript:
1 Jimmy John’s Gourmet Sandwiches So Fast you’ll Freak!Team PatriotsMarketing Plan by Roddy Hill & Tara Luckett
2 Our MissionJimmy John’s is growing fast and our team is always looking for hard-working people who crave the world’s greatest gourmet sandwiches. And we’re not talking success as in “shiny new car” success-we’re talking success as in “position of power in a worldwide sandwich empire” success (Jimmy John's Gourmet Sandwiches, 2010).
3 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.
4 Internal Strengths Fresh gourmet sandwiches Online Ordering Free WI-FI accessLarge lounge areaOpen and deliver until 3 amFast delivery timeSandwiches starting at $4.50
5 Internal Weaknesses Breakfast and coffee is not offered Only one sandwich size is availableNo healthy side dishes available only chips and cookiesCan be expensive for college studentsAdditional charge for deliveries
6 Opportunities Deliver gourmet sandwiches and cater Within 2.2 miles from The University of MontanaMobile app available for easy orderingOnline ordering availableLate hours of operation and delivery
7 OpportunitiesOffer coupons to the customers for discounts that are geared towards low volume daysPartner with the University to sell Jimmy John’s sandwiches for lunches and dinner at the schoolBe a team sponsor for the Grizzly football team to receive recognition
8 Potential CustomersTotal students enrolled at The University of Montana is 15,669 in Fall of 2012Dormitory Capacity- 3,425 potential customers to deliver toIn 2011 summer enrollment at the University was 4,113 studentsTotal staff during fall and spring semester was 2,100 with approximately 2,000 student employees.
9 Potential CustomersThe total population of Missoula, MT in 2010 was 109,22914.1% increase in population fromAs 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
10 ThreatsOther fast food options may be cheaper and faster with breakfast options3 other competitors within 2 mile radius of the University of MontanaPotential 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
11 ThreatsHigh Employee turnover rate students going home for summer or graduatingOther restaurants open late and deliverWeather may prohibit deliveries and accessibility to the restaurant
12 Competition-Pita Pit Pita Pit also open late and delivers until 3am Been established for 4 yearsWithin 2 miles from The University of MontanaOnline ordering availableBreakfast availableHealthy side dishes availablePita prices start at $5.99
13 Competition-Docs Sandwich Shop Open until 4 pm daily, closed on SundaysBeen established for 18 yearsWithin 2 miles from The University of MontanaGourmet sandwiches, soups, and saladsSandwich prices start at $6.75 but will take off $2.25 for half a sandwich
14 Competition- Campus Dining Located on The University of Montana campusOffers coffee, breakfast, lunch and dinnerOffers variety of food from grab and go to vegan mealsThe 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 pmJus Chill’n is the only option on campus that is open until 12 am only on Saturday and Sunday and offers only snacks and smoothies
15 Competition for the Market There are 15,669 students that have 4 options for sandwiches near the University of Montana15,669/4=3,917.253,917.25/7 days= Potential customers per week 3,917.25/365 days= 10.73In the summer months there are 4,113 students enrolled at the University of Montana4,113/4=1,028.25There are three other competitors for Jimmy John’s that may take 75% of the market leaving Jimmy John’s with 25%After 4 pm everyday Docs Sandwich Shop closes which eliminate 25% of the competition and is closed on Sundays
16 Competition for the Market The University of Montana campus dining is closes at 7 pm which eliminates another 25% of the competitionBetween 4 pm and 7 pm Jimmy John’s has an increase in possible market by about 33% 100%/3=33.3%15,669/3=5,2234,113/3=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 John’s and Pita Pit are open and deliver until 3am15,669/2=7,834.54,113/2=2,056.5
17 Demographic Dimensions Staff at The University of MontanaFall 2002, full-time staff members totaled 1,1455.4% of total staff in Fall 2002 were of colorFall 2002 total staff comprised of:56.5%-Women 43.5% - MenFall 2002, the faculty included:491 full-time permanent instructional faculty 184 temporary or part-time instructional faculty430 tenured/tenure-track faculty in Fall 2002, 32 (7.4%) were persons of colorOf the 20 new faculty members hired for Fall 2002, 8 (40%) were women
18 Demographic Dimensions Students attending University of MontanaFall 2002 student enrollment was 13,058The 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
19 Demographic Dimensions For Missoula, MT Students upper and middle class average age 34 years old, professional and technical workers and studentsAverage Missoula household of 2.4 individual’s whose average income is $42,39939% of the Missoula population has earned a Bachelor’s Degree and is predominantly Caucasian
20 Geographic Dimensions for Missoula, MT Jimmy John’s is located in the heart of downtown MissoulaJimmy John’s will deliver to Missoula and the University of MontanaAlso located in downtown Missoula are the following:-7 breweries in Downtown Missoula-29 places for casual dining (including Jimmy John’s)-6 places for fast foodThere are a total of 11,693 companies located in Missoula
21 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).
22 Behavioral Dimensions Functional needs are met by giving the customer a healthy lunch and dinner alternativeThe benefits are time is money, we can deliver to youCustomer relationships and satisfaction will encourage future and existing customersWe offer personalized selections and complete nutrition informationSandwiches have been proven to be most popular consumed food for lunch by men and women
23 Customer Needs Social Needs These needs will create business for Jimmy John’sSocial NeedsPlace to study and use Wi-FiMeet with friends for lunch or dinnerPlace to meet study groupsPlace to take a break from school for lunchPhysiological NeedHunger and Thirst
24 Customer Needs These needs will create business for Jimmy John’s Economic NeedsAffordableConvenient for fast but gourmet sandwich, delivers which makes Jimmy John’s even more convenientLocation is convenient for students and employees of the University of MontanaDependable hours of operation, dependable service and delivery
25 Why buy Jimmy John’s Gourmet Sandwiches Jimmy John’s sponsors teams at the University of Montana and posters may trigger a response to want to eat Jimmy John’sPita pit and Jimmy John’s deliver late and may have 50/50 chance they want to order food late for a dorm partyWill be listed on yellow pages although no one looks a yellow pages we will be on facebook, internet, and phone app availablePeople can “like us” on facebook which will remind them of deals and couponsOnly 2 miles away from the University within a distance for students to walk/drive and see the restaurant
26 The Means-End Chain Model ProductAttributesFunctionalConsequencesPsychosocialValuesGourmetSandwichesFresh SandwichesSatisfies hunger and thirst“cool person” deliShort term got to spend time with friendsPersonalizedProvides nutritional valueCan be cool and use iPadwith free Wi-FiShort term enjoyed a delicious healthy mealClean restaurant with friendly serviceEnjoy lunch or dinner in cost effective mannerCan lounge with friends and fill social needLong term can increase business for downtown MissoulaLounge area with free Wi-FiCan be delivered when in a time crunchSandwiches can be delivered to our dorm partyLong term can help with providing jobs
27 The Product Life CycleJimmy John’s 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 John’s 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 John’s
28 Brand PositioningJimmy John’s differentiates themselves from other competition by not only creating sub sandwiches but fresh gourmet sandwiches. Other sub shops do not deliver and Jimmy John’s 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.
29 PERCEPTUAL MAP Gourmet Sandwich Jimmy Johns Hoagieville Quizno’s Dine InDeliveryPita PitSubwayDoc’s Sandwich ShopTraditional Sandwich
30 Promotion Getting Attention Consumers will be informed of us from the radio, signs in theUniversity of Montana since they are sponsors of their teamsand word of mouthWith our funny radio ads about delivering freaky fast even show up faster than the fire department to a burning house may hold people’s interestsArouse DesireTake samples of sandwiches to local businesses downtown and to the University of Montana which can persuade students, faculty and workers to eat at Jimmy John’sSince Jimmy John’s is a sponsor of the University of Montana posters of delicious gourmet sandwiches will be posted around the University of Montana and their stadiumHave pictures of Jimmy John’s sandwiches pop up pictures online and on facebook
31 Promotion Obtain Action Millions of people on facebook will see the Jimmy John’s logo and will be reminded of Jimmy John’s. If they “like us” will receive reminders of deals and coupons for Jimmy John’s. This will encourage individuals to obtain action with their facebook deals.Samples of sandwiches will also persuade individuals to obtain action and eat Jimmy John’s
32 PriceJimmy John’s is a one price policy and will charge the same price for everyoneInitially start out with status quo objectives and follow Jimmy John’s franchise prices and stabilize in the market in MissoulaDiscounts will be given initially when people “like us” on facebookMore coupons will be given whenit is determined which days arelow volume to attract customers
33 Place Convenient location in the heart of Downtown Missoula Within walking distancefrom the University of MontanaJimmy John’s deliver to the town ofMissoulaDirect channel systemWeb site base for customers
34 ReferencesAhuja, J. O.-T. (2005, October 22). Agricultural Research Service. Retrieved November 2012, from United States Department of Agriculture:Doc's Sandwich Shop. (2012). Retrieved from Doc's Sandwich Shop:Economic Outlook. (2012). Retrieved from Missoula County:Find the Best unbiased, data driven comparisons. (2012). Retrieved from Find the Best unbiased, data driven comparisons:The University of Montana. (2009). Retrieved from The office of the University Planning, Budgeting and Analysis:U.S. News Education Colleges. (2012). Retrieved from U.S. News Education Colleges:UnCover MISSOULA. (2012, October). Retrieved from UnCOver MISSOULA:United States Department of Labor. (n.d.). Retrieved from Bureau of Labor Statistics: