Ralph Matthew A. Ong (M997Z245)
Mamunur Rashid (M997z235)
Yannick Turkier (O990F021)
Introduction
•Executive
Summary
Situation
Analysis
•Market analysis
•Competitor
Analysis
Objectives
•Advertising and
Message Objectives
Budgeting
•Cost
calculation
Strategy
•STP
Execution
•Guerilla
Marketing
Evaluation
•Methods
2

Situation analysis




Objectives



Nature of the product
Competitor analysis of four main rivals
Market analysis
To influence purchase intent
To encourage brand switching
Budgeting

Total marketing costs 187’000 NT
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
3

Strategy
Segmentation (behavioural segmentation)
 Targeting (undifferentiated)
 Promotion (product benefits for customers)


Execution
Bookmarks in September
 Stickers in October (opening of RAMAYA)
 «Broccoli tree» in March
 Publish film clip in April


Evaluation
Qualitative (e.g. interviews)
 Quantitative (e.g. questionnaire)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
4

Vision and nature of the product


Leader in providing services to students during
lunch break and recreation time
In order to achieve this, we combine food with the
possibility to socialize though also with enough
space to study quietly:
 Trendy, healthy, and nutritional foods with affordable
price
 Meeting area (where you can eat as well)
 Working area (where you can eat as well)
 Wi-Fi – free internet access with plugs on each table
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
5


Our competitors are in distant areas thereby
making our business could proliferate. Surveys
and studies are hereby presented to justify our
endeavour.
Some of our competitors are:




McDonalds
Starbucks
A Niu Rro Mien
Ui Ki Ma Ma Restaurant
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
6
Criterias
RAMAYA Starbucks
Restaurant
McDonald’s A Niu Rro Ui Ki
Mien
Mama
Price range
Low (4)
High (1)
Medium (3)
Low (4)
Low (5)
Healthy food Yes (3)
Yes (5)
No (1)
Yes (3)
No (2)
Lunch
variety
Comfortable
to socialize /
study
Wi-Fi
Medium
(3)
Yes (4)
Small (2)
Big (4)
Big (4)
Yes (5)
Medium (3)
Medium
(3)
No (1)
Free (5)
Yes (3)
No (1)
No (1)
No (1)
Popularity
None (1)
Low (3)
Low (2)
Total
20
Popular (5) Well-known
(4)
21
16
15
15
No (1)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
7

Starbucks and McDonalds are very strong in
advertising (large budget for TV commercial,
billboards, etc.)

Countrywide and global subsidiaries
therefore

We cannot compete  a different strategy is
required to get customer’s attention
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
8

Advertisement strategy in order to promote
RAMAYA restaurant


Method Guerilla Marketing
because it is




Cheap
Humorous
Completely unexpected
and the only method which
densly targets our key customers
who are on NCKU campus
(maximum effectivity to a costbenefit-ratio)
Guerilla Marketing is a
shape-shifting form of
marketing that takes a
brand’s messaging and
presents it to the desired
consumers in a way that
is personally engaging
and wholly unexpected.
(Margolis & Garrigan, 2008, p. 16)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
9

Advertising objectives



To influence purchase intent
To encourage brand switching
Message objectives



Linking key attributes to our brand name (USP with
bookmarks)
Promote brand recall (repetition through placing
stickers and catchy slogan «eat read meet»)
Instill brand preference (humor ad with «broccoli
tree»)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
10
Bookmarks
Stickers
Print costs for
bookmarks:
Print costs for Material cost
stickers:
for tree-sized
fork:
500 pieces: 2’000NT
5000 pieces: 4’000NT
«Broccoli
tree»
Wood: 300NT
Paint color: 100NT
Total amount of
work hours:
1’000NT
Total (25x pieces):
35’000NT
Film
equipment
Execution
Others
Rent cost for
movie clip:
Labor costs:
Unexpected costs:
3 cameras:
10’000NT
3 microphones:
6’000NT
3 lights & others:
3’000NT
Total (3x actions):
57’000NT
Amount of work
hours during
execution days (6
people, 8h a day):
24’000NT
Total (3x days):
72’000NT
10 % of total
costs:
17’000NT
Total Marketing costs: 187’000 NT
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
11

Segmentation

Behavioural segmentation of students
 Degree of restaurant users (light – medium – heavy)

Targeting

More than 22’000 students studying at NCKU
 Only one productundifferentiated marketing strategy

Positioning

Associating product benefits with consumer needs
 USP’s:
 Affordable healthy food
 Free WiFi
 Place to meet and study
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
12
September
•Bookmarks
•Ramaya
teaser
October
•Stickers
•Ramaya
opening
March
•«Broccoli
tree»
•New
semester
reminder
April
•Film clip
•Viral
spread
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
13

Our Guerilla plan:

Distribute book marks with tasty recipes
 Putted in books in the library
 At least 10 different recipes to collect


Post stickers on the ground and wall which lead to
our restaurant
Broccoli tree
 Reminder to eat healthy (and in Ramaya)

Create a short film / video clip of the marketing
campaign and people’s reactions
 Publish it online (e.g. on social network sites)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
14

NCKU campus


Bookmarks and
«broccoli trees» are
focused on campus
only
Stickers are focused
on campus and
surroundings
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
15

Shape and colour
suggerates appetite
(e.g.

)
Front shows
where and when to find
us
 our USP
 our contact & further
information


Back shows

one healthy, tasty and
quickly made recipe
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
16

Stickers put on floor
and walls on campus
and campus area (e.g.
on products in nearby
7eleven or sidewalks)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
17


Last Guerilla ad
25 selected trees on
campus get a trunksized fork

Suppose to look like a
broccoli on a fork
Forks labelled with
«RAMAYA
eat read meet»

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
18

Create film of Guerilla marketing action

Spread it on
 Facebook
 Youtube
 NCKU website
 Ramaya website
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
19
Actual start with RAMAYA introduction and Guerilla
Marketing intentions. Clip will not last longer than five
Minutes and supposes to be funny and showing
students reactions to the marketing and restaurant.
1
Distributing
bookmarks &
showing
student’s
reachtions
Filming
people’s
reactions
towards
«broccoli trees»
2
Placing stickers
all over the
campus and …
Catching happy
people entering
RAMAYA for
lunch &
socialising at
opening day
… all over
campus area
such as on
products in
7eleven
Telling to
spread our clip
and indicating
where it can be
seen
3
4
5
6
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
20

Qualitative evaluation

Student interviews
 Advertisement feedback
 Reasons for visit or not visit of Ramaya

Observation
 Film Guerilla action and observe people’s reactions

Quantitative evaluation


Revenue comparison, amount of «like» hits on
Facebook and amount of clics on Youtube
Questionnaire
 Recognition(before and after each marketing campaign)
 Change in (lunch) behavior (choice of restaurant)
Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
21