Health on WheelsCategory: Food Brand: Sysco Owns the right: Wesfamers

Group: C_11_02

Competitor Analysis

Australian healthy food market

High level of competition

No barriers to entry

Direct competitors such as Four hand restaurant, Grilled healthy burgers, Oriental healthy and Sumosalad

Major concerns

PESTL

Political

Economic

Sociocultural

Technological

Legal

SWOT

•Major competitors• Increasing competition

•Unstable economic environment

•A 5% annual market growth

•Strong market potential

•No longer satisfied with unhealthy food and lifestyle

• Inefficient kitchen production layout

• inefficiencies of recipe production

•Mobile•Change product range

•High quality •Healthy food

Strengths Weaknesses

ThreatsOpportunities

SMART Objectives

Mission Statement

Financial Objectives

Corporate Objectives

Market performance Objectives

Product Objectives

Target Market

Demographically

Geographically

Psycho-graphically

Behavioristically

Target Market

Potential

Size

Marketing

Product

Positioning

PositionClear Profile, context and credible

USP

Many locations

Health

X – Health on Wheels

X – Local (Paddington) competitors

X – Mc. D.

DifferentiationDifferentiation variables

Product Service Staff Image

Product range Economic Manageable Taste and quality Raw and Natural Healthier alternative

Easy to order Fast deliveryUseful advice

Competence Courtesy Credibility CommunicationProduct knowledge

Quality Ecology PleasantTargeted marketing

All in all, the entire package may be difficult to imitate.

Marketing Mix: Product

Physical goods

Service

Unique Selling PointHealth and mobility

Marketing Mix: Price

Selling channelsResale

Defensive pricing strategy - Cost-Based pricing

25% - Mark-up pricing strategy

Value-based pricing strategy

Marketing Mix: Promotion

Flyers

Free samples

Fairs, festivals and exhibits

Launching a website and social media

Word of mouth marketing

Marketing Mix: Place

LocationPaddington – fit to the target market

Changing

Walk in customers

BudgetSales forecast for the next three years

Year 1 Year 2 Year 3

Unit Sales

Snack meals 37,954 45,478 52,307

Full meals 26,754 27,451 29,321

Drinks 25,523 26,325 27,451

Total Unit Sales 90,231 99,254 109,179

Unit Prices Year 1 Year 2 Year 3

Average Snack Meals $6,50 $6.00 $5.00

Average Full Meals $11,50 $10.25 $10.25

Average Drinks $2,50 $3.00 $3.00

Sales

Snack Meals $249,701 $272,868 $261,535

Full Meals $307,671 $281,373 $300,540

Drinks $63,807 $78,975 $82,353

Total Sales $621,179 $633,216 $644,428

Budget

Promotion costs 2013 2014 2015

1. Free samples $10.000,00 $5.000,00 $5.000,00

2. Events $30.000,00 $20.000,00 $20.000,00

3. Volunteering $15.000,00 $15.000,00 $15.000,00

4. Flyers $5.000,00 - -

5. Website $25.000,00 $20.000,00 $7.500,00

6. Social Media - - -

Total Promotion cost/ year $87.013,00 $60.000,00 $47.500,00

14% of total sales 9% of total sales 7% of total sales

Implementation

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1. Flyers  2. Free samples  3. Festivals  4. Volunteering                        5. Website  6. Social Network                        

Conclusion

Healthy food in a convenient location

Young working adults of about 20-35

Created a strong position

Marketing Mix

References Secondary desk research

"5 Things You Need To Know About Marketing To Gen Y." psychologytoday. N.p., n.d. Web. 4 May 2014. <http://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-need-know-about-marketing-gen-y>.

"Millennials." Wikipedia. Wikimedia Foundation, 5 Dec. 2014. Web. 4 May 2014. <http://en.wikipedia.org/wiki/Millennials>.

"Generation Y Consumer Behaviour | Ask Geny." Ask Geny. N.p., n.d. Web. 4 May 2014. <http://askgeny.com/generation-y-statistics/generation-y-consumer-behaviour/>.

"#4freerange chicken." SumoSalad. N.p., n.d. Web. 16 May 2014. <http://www.sumosalad.com>.

"My Top 10 Healthy Restaurants in Sydney." Live Healthy Simply. N.p., n.d. Web. 16 May 2014. <http://livehealthysimply.com/2012/11/my-top-10-healthy-restaurants-in-sydney-nov-2012/>.

"Kinetic: A Gourmet Food Truck for the Health-Conscious." Kickstarter. N.p., n.d. Web. 16 May 2014. <https://www.kickstarter.com/projects/1414424444/kinetic-a-gourmet-food-truck-for-the-health-consci?ref=discovery>.

Secondary research – Books

Elliott, Greg, Sharyn Thiele, and David Waller. Marketing. 2nd ed. Milton, Qld.: John Wiley and Sons Australia, 2012. Print.

Primary research – Lecture Bentrott, Ingo . "Dr." Marketing Foundation. University of Technology Sydney. CM05B.01.11 , Sydney. 24 Feb. 2014. Lecture.