Marcella Dillard Stephanie HouseJoseph GianndreaAkilah Saunders

15 East 4th StreetBethlehem, PA

18015

610-625-0090

Restaurant Hours:Sunday-

Wednesday11am- 9pmThursday

11am- 10pmFriday- Saturday

11am- 11pm

Company Overview

•Opened in July 2009 by owner Rick Garcia•Known for Mexican & Caribbean fusion Cuisine•Famous Tacos and Hot Sauce

SWOT Analysis

Restaurant Location FeaturesThreat

La Lupita 4 W. 4th St. Authentic Mexican cuisine, affordable

Similar food at low prices, location

Starters 17 W. 2nd St. Large restaurant, sports bar themed, eclectic menu, TVs, full bar, mid range pricing

Large known restaurant, sporting experience, full bar

Nawab 13 E. 4th St. Indian food, relaxing ambiance, culturally authentic

Similar ambiance and emphasis on culture

Sal’s 313 S. New St. Small, Italian food, mid range pricing

Family oriented experience, popularity of Italian food, location

Blue Sky Café 22 W. 4th St Breakfast and lunch, eclectic menu, affordable pricing

Location, mix of menu items

Tulum 17 W. Morton St. Quaint, unusual combination of food, affordable

Cheaper, similar category of food

Campus Pizza 22 E. 4th St. Pizza, convenient, delivery, inexpensive

Location, well-known

Competitive Analysis

Consumer Profile:• Student or resident of the South Bethlehem •Between the ages of 18 to 30•Looking for an affordable meal and an exciting experience•Ideal target market in which we can generate significant buzz

Target Market

Population Distribution

Lehigh StudentsMoravian College StudentsNHCC StudentsResidentsOthers

Positioning

General Zapata ranks above everyone else as the best combination of both affordability and ambiance.

IMC Consumer objectives

Drawing in surrounding student population

Maintain relationships with established customers

Marketing objectives Increase in sales by 10% Increase in traffic flow Increase number of trial customers generated Maintenance of brand loyal customers Increase in profitability by 5% by year 3

Advertising Objectives Increase in brand awareness levels Increase in brand recognition Move brand into the consumer’s consideration set Increase in Sales

IMC B-2-B objectives

Reach out to other businesses, especially Lehigh University

Catering events at Lehigh through groups on campus Eventually expand to other universities and businesses

in the area

Total Budget: $480/ month

Total Year 1 Media Costs: $2482

Print: (Consumer and B-2-B)•Menus: $1290

•Approximately 200 units per month at $.43/ tri-fold flyer

•Promotional Flyers: $616•200 units per month at $.22/ one-sided flyer•400 units during special promotions

•Coupons: $96•200 units quarterly at $.12/ coupon•10% discount on entire meal

Budget and Media Choices

Budget and Media Choices

•Social Media•FaceBook•Twitter

•Newspaper•Brown and White: $480

•2” x 2” Ad at $32•Twice a month except during academic breaks

•Personal Selling (B-2-B)•Hot Sauce and Taco Sampling at campus events

Sample Logo

Sample Business Card

Sample Flyer

Billboard

Website

Website

Website

Website

Consistent with color and theme of “Experience the flavour”

Stresses Friends, Food, and Fun

Caribbean Fusion Music to emphasize style of restaurant

Podcast

General Zapata Podcast