Maize and Blue Deli Marketing Presentation
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Transcript of Maize and Blue Deli Marketing Presentation
Maize and Blue Deli
Let’s unwrap this business…
The Current Big PictureBusiness Objective
Marketing Objective
Source of
Volume
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
•FE: traditional, family-run deli•CC: no core competence, but competency in Michigan-ization•Goal: no clear goal
Retention Stimulate Demand
Segmenting
Target
Noah Smith Third-year student at the University of MichiganAvid Michigan sports fan who attended every football game this season. Currently lives in Landmark.Enjoys going to Rick’s American Cafe with his fraternity brothers on weekend.Likes eating at local Ann Arbor eateries, including NYPD and No Thai
Current positioning statement:
The Current Big PictureBusiness Objective
Marketing Objective
Source of
Volume
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
•FE: traditional, family-run deli•CC: no core competence, but competency in Michigan-ization•Goal: no clear goal
Retention Stimulate Demand
Freshly made deli
sandwiches
• Competitive pricing
• Half-meat option
South University
•Word of mouth buzz•Man vs. Food•ESPN (Phelps)
The Big Picture:where the bread molds
Business Objective
Source of
Volume
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
Marketing Objective
Marketing Objective
Retention Acquisition
Management believes that their quality sandwiches alone keep people coming back, but our survey indicates that Maize and Blue is actually rated last in taste, and last overall when compared to their competition.
Survey results reflect 39 male and 115 female University of Michigan students
Retention is failing…Annual Visits to Maize & Blue Deli
1 to 2 times
3 to 5 times
6 to 10 times
15 to 30 times
Greater than 30 times
51%
9%
18%
21%
2%
The chart above depicts the amount of times students visit Maize & Blue Deli per year, which is less frequent than management thought.
N=96 University of Michigan student respondents
Instead, focus on acquisition:Have you ever been to…
88%
12%
Zingerman's Deli
90%
10%
Amer's Deli
56%
44%
Maize And Blue Deli
Total responses: 169= yes= no
Clearly, people are going to delis, so Maize and Blue should switch their marketing objective to acquisition in order to raise the deli to around 90% of people going at least once, where the
competition is currently at.
The Big Picture:where the bread molds
Business Objective
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
Marketing Objective
Source of
Volume
Source of Volume
Currently: stimulate demand Revised: steal share
Survey of 173 students shows Maize and Blue isn’t the category leader, so they need to focus on stealing share of the deli market
Not the category leader: steal share!
88%
12%
Zingerman's Deli
90%
10%
Amer's Deli
56%
44%
Maize And Blue Deli
Total responses: 169= yes= no Have you ever been to…
Again, this shows that Maize and Blue should focus on acquiring new deli customers by stealing share from the competition, rather than stimulating demand for deli sandwiches (a
demand which clearly exists)
Strategic matrix revised
A/SD R/SD
A/SS R/SS
A/SD R/SD
A/SS R/SS
The Big Picture:where the bread molds
Business Objective
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
Marketing Objective
Source of
Volume
Head to Head to Head.
Zingerman’s Maize and BlueAmer’s
Head to Head to Head.
Zingerman’s Maize and BlueAmer’s
$9.25 $9.49$15.5
0
Main and Dynamic variables within the category
This graph shows a comparison between the three main delis in Ann Arbor based on the main variable (fresh deli sandwich), which Zingerman’s is the category leader in, and the dynamic variable (bang for your buck), which we believe Maize and Blue leads with.
Current positioning statement:
Revised Positioning Statement
The Big Picture:where the bread molds
Business Objective
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
Marketing Objective
Source of
Volume
Promotion
Clear awareness problem
Currently, no advertising budget
Low cost promotion options:
Update website
Utilize social media
Update their website:
THE SANDWICH WITH THE MOST BANG FOR YOUR BUCK IN ANN ARBOR!
Website updates
Currently, their website is very old-fashioned with no real information on it and a dead link to a Phelps video.
In about 30 seconds, we created a new, free website using Wordpress.com. They need to feature more images, perhaps create an online order system, and promote specials on their website.
New tagline: “The sandwich with the most bang for your buck in Ann Arbor!
Implies steal share—don’t want to use negative ads
Social Media
Facebook: “LIKE” Maize and Blue for updates on price promotions and to see what’s going on in the store i.e. “Denard Robinson just came in for a number 86 and you should too!”
Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”
Instagram…
Currently, people love taking food pictures instagrams. We did a hashtag search and found that current instagrammers were already uploading pictures of the sandwiches.
why not utilize this free buzz by asking customers to instagram their favorite sandwich and enter to win one for free!?
Price Promotion
Promotion options that low cost:
Utilize www.eatblue.com
Offer coupons
How to utilize eatblue.comTuesday Turkey Special: Buy any of our turkey
sandwiches and get a second sandwich half off! Bring a friend!
Coupons
• Coupons are non-existent post them onto the new website/Facebook/Twitter/Instagram
• Clipper Magazine is another great way for local businesses to advertise and give out coupons
Maize and Blue Deli1329 South University Avenue Ann Arbor, MI 48104(734) 996-0009
If Michigan
Wins Today,
You Get $1.00 off
your order!Fri. from
3-4, Full Sandwich
for 1/2 Meat Price!
The Big Picture:where the bread molds
Business Objective
Segmenting
Targeting
Positioning
Product
Price
Promotion
Place
Marketing Objective
Source of
Volume
The 5th P: Packaging
The 5th P: Packaging
Outside appearance: An article from the Michigan Daily compared it to the outside of a Gold’s Gym
Invest in updating outer façade, registers, and inside furniture while maintaining the famous signing wall (keep nostalgia)
Conclusion: Our Revised Big PictureMarketing Objective: From retention to acquisition
Source of Volume: From stimulate demand to steal share
Positioning statement: From “our sandwiches are simply delicious” to “our sandwiches offer the most bang for your buck”
Promotion: From word-of-mouth only to utilizing social media and offering price promotions
Place: From dark, outdated restaurant to updated/more inviting interior/exterior