West 50 Presentation

Marketing PlanSara Mcdonald, Hailey Bowman, Kiran Toor, Aldrin Dias

Introduction

Research Report Marketing Plan Phase 1,2

Agenda

Key Macro Environmental Factors

Key Issues

Key SWOT

Financial and Marketing Objectives

Recommendations

Action Plan Flow Chart

Budget

Measuring and Monitoring

Conclusion

Macro Environmental Factors

Demographic Environment• Millennials account to 9.1 million people in

Canada

Mississauga• Mississauga is 6th largest city in Canada • Population of approximately 700,000 people

Economic Environment• About 1.2 million employees were employed in the food

industry in 2013.

• Increase in GDP growth since 2013:

1.7% 2.4% increase in 2014

• Food service sales in Canada lifted 4.6 per cent in 2013 due to high rates of Canadians going to restaurants.

Economic Environment• Overall commercial restaurant sales is expected to grow

4.2% in 2014 and 4.1% more in 2015

• Disposable income has had a slight increase from 2013

3.5% 3.8% in 2014

• In 2013, drinking places in Canada acquired first sales increase since 2008

Technological Environment• Faster, more reliable inventory checks• Convenient systems and helpful

gadgets are replacing payment methods and current jobs

• Advancements in free WiFi• Customers use online (mobile and

computer) outlets for information• Big Data analytical tools are being

used

Key Issues & SWOT

Key Issues• REVENUE DECLINE

• WEST 50 HAS VERY LOW CONSUMER AWARENESS• Canada’s Largest Pourhouse!

• CUSTOMER ARE HAVING A BAD EXPERIENCE

• SOCIAL MEDIA AND WEBSITE NEED TO BE REVISED

SWOTStrengths• Largest Pourhouse in Canada• One unique location • Convenient promotions on the weekends • Offer daily specials• Patio available

SWOTWeaknesses• Lack of Social media content• Too many target markets• Low promotion for events

SWOTOpportunities • Advertise their wide beer selection • Growth in technology • Many businesses located near by • Schools located near by

SWOTThreats • Companies are facing potential shortages in employees• Replacing restaurant servers with ipads • The new organic movement • High competition • Negative reviews on social media

Financial & Marketing Objectives

Financial Objectives

To increase sales by 15% by the end of fiscal year.

Marketing Objectives• To gain the awareness of business people and

students. • To re-brand West 50 as Canada’s largest pour

house to retain customers. • To improve current menu to suit target

market• To maintain competitive daily specials &

discounts.• To increase customer satisfaction

Recommendations

Re-branding

• Differentiate from competitors• Enhance brand image• Develop strong positioning

Recommendations

West 50 logo modificationRationale• To position West 50 as the largest pour house in Canada• Enhance customer perception of brand

Action Plan• Improve logo by implementing a beer theme • Hold contest for Sheridan students to create best logo

Measurement• Social media likes/responses on best looking logo

Recommendations

R&D for unique West 50 beerRationale• Differentiate from current competitors• Increase brand loyalty

Action Plan• Conduct surveys within West 50 about best selling beers• Social media interactions for beer preferences• Contest for new beer name

Measurement• Highest bidding consumer preference

Recommendations

Upgrade the facility Rationale• To create a visually appealing and continuous pourhouse

theme throughout the facility • To create a better overall experience

Action Plan• Hire a design professional to build a unique, pourhouse

theme • Constant maintenance of furniture and décor

Measurement• Customer feedback through review sites, social media and

surveys

Recommendations

Implement West 50 UniformsRationale• Enhance West 50’s image as a pour house• Increase customer interactions with staff

Action Plan• Include beer facts on the back of uniforms• Design T-shirt through online custom website

Measurement• Customer feedback through touch points & social media

Recommendations Develop a better suited menuRationale• To better address the main target markets wants and needs • Ex. Fast service

• To reduce the chances of running out of food or wasting any by having to throw it out

• To reduce the costs of food

Action Plan• Include a wider range of starters• Include ingredients that may be stored longer

Measurement• Number of starters purchased and amount of food costs cut

Technology

• Integrate through Social media• Technology to serve customers• Enhance customer experience

Recommendations

Increase social media presenceRationale• To increase customer awareness• Understand customer preferences, needs & demand

Action Plan• Assign specific staff to manage social media• Promote daily promotions & activities• Active social media listening

Measurement• Social media audit (likes, negative/positive response rates)

RecommendationsWest 50 beer menu cell phone applicationRationale• Improve accessibility for customers• Increase promotional activity

Action Plan• Beer is sorted by name, origin, flavour and popularity• Customers can create personalized beer menu• Advertise West 50 promotions on application• Link social media channels on application

Measurement• Number of customers that have installed the application

Recommendations

Incorporate E-mail marketingRationale• To increase customer awareness on promotions• Attain brand loyal customers

Action Plan• Collect customer email through beer passport program• Send mass emails from collected emails• Responsible staff members can send emails

Measurement• Number of emails collected through beer passport program

Recommendations

Install CRM software Rationale• To track purchase frequency for promotional direction• To determine most profitable customers

Action Plan• Collect customer information through CRM software• Purchase software from CRM company

Measurement• Amount of customer information collected

Recommendation

Implement WiFi HotspotRationale• To attract and accommodate the target market• To provide access to internet for the new application and

reference to website and social media

Action Plan• Implement free WiFi throughout entire restaurant

Measurement• Track how many people use the service regularly

Marketing & Promotional

• Increased sales via better promotions• Improved customer relations• Increased customer awareness

Recommendations

Attract Business ProfessionalsRationale• To attract a better suited target market • To differentiate from competitors

Action Plan• “Relax, Avoid Traffic and Have a beer” promotion• Discounted lunch menu

Measurement• Number of business professional customers gained

Recommendations

Use coupons and ReceiptsRationale• To build a higher customer return rate• To build long term relationships

Action Plan• Promotional receipt and couponing methods• Include rewards at the bottom of receipts• Complementary coupons will be added along with the receipts

Measurement• Number of promotional receipts/coupons used

Recommendations Encourage Customer FeedbackRationale• To improve customer relationships• To reduce bad reviews and bad word of mouth • To constantly adapt to consumer needs

Action Plan• Implement customer survey feedback on receipts or at

each table in the restaurant• Quick response rate to positive and negative comments

Measurement• Number of resolved conflicts• Use of customer feedback

Recommendations

Increase efforts towards public relationsRationale• To attract a wider student customer base• Increase corporate social responsibility

Action Plan• Support & sponsor college events • Sponsor a local sports team• Donations towards charitable organizations

Measurement• Total dollars spent on sponsorships/donations• Increase in sponsorship requests

Recommendations

Personal selling to local businessesRationale• To create awareness of other services West 50 provides• Ex. Meetings, conferences, catering

• Personal selling to local businesses will attract business professionals and increase event bookings

Action Plan• Door-to-Door approach with pamphlets and mailouts

Measurement• Number of businesses booking events• Overall Sales

Schedule

Budget

Task Budget Percentage

Public Relations Contribution to the community by sponsoring events at Sheridan college, sponsoring the Mississauga football team and charitable contributions to sick kids/terry fox.

10%

Social Media Hire Candybox marketing and continually listen and promote on social media.

8%

West 50 Beer Research and Development to introduce the new beer & marketing the beer.

20%

Eliminate kids menu Eliminate the kids menu and add smaller meals instead.

5%

Cellular Phone Application Grand cash prize for Sheridan technology students for application development.

5%

CRM Software Purchase of CRM software from salesforce.com

15%

Improved Logo Pay a team of Sheridan students to develop the West 50 logo.

5%

West 50 uniforms Create and order West 50 uniforms from entripy.com.

2%

Receipt & Couponing Print and distribute coupons for customer retention.

4%

Customer feedback Survey Print customer survey feedback for each table at West 50.

2%

Promotion to Local businesses Printing of flyers to be distributed to local businesses in order to gain business.

2%

Facility Upgrade Furniture and overall restaurant design as well as equipment to be upgraded in order to avoid long term maintenance.

15%

Starters Introduction Cost of goods for introducing the new starters every 2 months.

5%

Discounted Lunch Hour Menu Social media promotion of discounted lunch menu.

2%

Measuring & Monitoring

Measuring & Monitoring• Monitor web presence• Social media channels monitored• Generate qualitative research• Monitor promoters performance• Evaluate monthly financials• Monitor direct emails• Keep staff connected

QUESTIONS?