Village Green Foods
Campaign Strategy Presentation
Strategy Team 1
Griselda Beck
Joseph Chang
Anthony Griffin
Julie Lemaster
Anna Olivier
Agenda
1. Problems, Strengths, Opportunities
2. Target Market and Audiences
3. Objectives
4. Strategy Overview
5. Restaurant Decision Makers
6. Distribution Sales Representatives
7. Culinary Consultants
8. Assessment and Budget
Problems
1. Low awareness of outsourcing solutions
2. No promotional activity to date
3. Large competitors with heavy promotions
Strengths & Opportunities
• New product line & channel
– Baby food in grocery stores
• Strong ties to community
– Back Bay Rowing & Running Club Restaurant
• Growth in niche marketing
– Relatively new and growing industry
Target Overview
Target Market
Primary
Target
Audience
Secondary
Target
Audience
Tertiary
Target
Audience
TEXT
Target Market
• Restaurant segments
– Quick Casual
– Casual Dining
• Geographic constraints
– US Western Region
– 1-2 days transport
– ≥ 80% business in Southern California
• Value
– Freshness, gourmet ingredients, process integrity,
consistency, and TASTE!
Target Audiences
• Primary: Restaurant Decision Makers
• Secondary: Distribution Sales Reps
• Tertiary: Restaurant Culinary Consultants
Objectives
•
Increase sales to $5M by 2010
1. Increase overall awareness of restaurant
outsourcing solutions
2. Create and increase recall awareness of
VGF
3. Generate 5-10 new sales leads by referrals
•
Additional target audience objectives
– To develop brand associations between
VGF and innovative culinary solutions
– To evoke favorable attitudes towards VGF
Strategy Overview
• Primary Target Audience
–
–
–
–
Advertising
Sales Promotions
Direct Marketing
Public Relations
• Secondary Target Audience
– Event Marketing
– Personal Selling
• Tertiary Target Audience
– Direct Marketing
– Sales Promotions
Restaurant Decision Makers
Advertising
• Direct Mail
– Monthly postcards
• Company name, logo, industry facts (reminders)
• $3,120 per year
– Quarterly newsletters
• Current trends in the industry, VGF’s services
• $2,440 per year
– Message:
• VGF is an expert in their field
• Add to credibility, make VGF seem approachable, knowledgeable
• VGF is a valuable resource offering innovative solutions
Sales Promotions
• Advertising Specialties
– Whisks, spoons, mugs with VGF logo
•
•
•
•
•
Whisk = $447 (150 pieces)
Plastic Spoon = $299 (150 pieces)
Ceramic Mugs = $140 to $545 (144 pieces)
Thermos Mugs = $1,200 (150 pieces)
One time set up fee $40 - $45 for logo
• Trade Shows
– Western Food and Culinary Expo
• August 26th – 28th
• Basic Rate Plan = $3,300
Direct Marketing
• Personal Selling
– Employee solely dedicated to customer
relations
• Two options
– Part time at $20,000 per year
– Jenny
Public Relations
• Interviews
– Culinary magazines or Food Network
• Press Releases
– Pay decent wages
– Good work environment
– Donate food to local food banks
Distribution Sales Representative
Reasons to Target Sales Reps
• Frontline sales force
• Creditable source
• Objective consultant
Promotional Tools
• Personal selling
– “Customization” reminder
– Nice reward with new accounts
• Event marketing
– Build a community
– Utilize Back Bay Rowing and Running Club
– Banquet, reception, holiday party
Culinary Consultants
Features and Advantages
• Creating authentic food
• Increasing cost effectiveness
• Serve as a middleman
• Advantages:
– Current & past clients
– Medium
– Credibility
Sales Promotion and Personal Selling
• Event marketing
– A niche market
– Customization & immediate feedback
– Rented space or Back Bay Rowing and
Running Club
– Invitation sent out within one month
• Presentation
- Introduction of services
- Incentive plan (commission based)
- Marketing continuity
Direct Marketing and Sales Promotion
•
•
•
•
•
Follow up
Reminder
A direct response
Postcard
Newsletter
•
Trade Show
–
The Western Foodservice &
Hospitality Expo
Assessment Measures and Budget
Testing
Concept
Copy
Concurrent
•Positioning
•Products
•Objectives
•Interviews
•Rough previews
•Accurate sample
•Tracking
•Direct mail
•PR exposure
•Interviews
•Attitudes
•Message
Post
•Behavioral tests
•Sales
•Inquiries
•Direct mail tallies
•PR tallies
•Interviews
Conservative Campaign
• Bare minimum recommendations
• Creative materials are created in-house
• Circulation quantity and frequency is minimal
Conservative Campaign (2.2% of Annual Sales)
Promotional Tool
Details
Advertising
In-house creative content
Estimated Cost
Direct Mail
$3,120.00
Newsletter
$2,440.00
Sales Promotion
Advertising Specialties
Branded whisks, spoons, and mugs
$1,036.00
Conventions
Western Food and Culinary Expo
$3,300.00
Event Marketing
Quarterly VGF events
$4,000.00
Direct Marketing
Personal Selling
Dedicated sales person
Consultant Incentives
Maximum amount of 1% of annual new sales target
$20,000.00
$6,400.00
Total Cost:
$40,296.00
Moderate Campaign
•
•
•
•
Better quality advertising specialties (mugs, whisks, etc.)
Increased frequency of promotional materials and events
More promotional tools to be given away at trade shows and events
Creative responsibilities handled by graphic design firm
– RF | D Graphic Design, Riverside CA
Moderate Campaign (2.8% of Annual Sales)
Promotional Tool
Details
Advertising
Creative content handled by design firm
Estimated Cost
Direct Mail
$3,000.00
Newsletter
$2,440.00
Graphic Design Fee
Logo and identity
$3,000.00
Advertising Specialties
Branded whisks, spoons, and mugs (high quality and quantity)
$2,282.00
Conventions
Western Food and Culinary Expo (larger booth)
$6,600.00
Event Marketing
VGF event every other month
$6,000.00
Sales Promotion
Direct Marketing
Personal Selling
Dedicated sales person (part-time)
Consultant Incentives
Maximum amount of 1% of annual new sales target
$20,000.00
$6,400.00
Total Cost:
$49,722.00
Premium Campaign
• This package allows for either:
– Two part-time sales people
– One fulltime sales person
• Commission is held at 1% to avoid profit margin erosion
$69,722.00
$49,722.00
$40,296.00
Conservative
Moderate
Premium