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Marketing project for school...creating a new business.
Citation preview
Bruna CretellaLisa Erickson
Hannah KleinhansCourtney Long
Fresh- MilwaukeeA Locally Minded Café/Deli
Fresh-Milwaukee is the first of a future national chain of green cafes focused on working with local farmers and local seasonal produce.Green Sustainability buildingSolar PanelsInside DécorEating UtensilsProduce
Company Purpose
Urban farming in MilwaukeeGreen Sustainability Building
Industry Background
Competitors:ALTERRA
Deli/Café…best and most widely known for their exceptional coffee.
Beans and BarleyDeli, Market and Café…products are fresh, organic, and healthy from body care items to the food servicedin the deli at lunch time.Value propositions: Quality, Value, Being Global, and Niche specialist.
Competitive Analysis…
Competitors:Roots
A fresh and all natural restaurant with fresh local grown vegetables, and naturally raised meats and fish.
Wisconsin’s only farmer-chef owned restaurant, that supports as many local farmers as possible. A unique farm-to-table approach supplies varying seasonal ingredients that chef John Raymond uses to create foods with the changing flavors and textures of the seasons.
Competitive Analysis Continued…
Unmet Consumer needs in the marketAppealing design Superior customer relationship Niche specialistQualityStrong attribute or benefit Corporate social programs
Why Fresh: Milwaukee
Consumer ResearchBeans and BarleyAlterraOrganic diningGreen building trend
Research Results
Stage of IndustryIntroduction/Growth
Stage of ServiceIntroduction stage: building awareness and
develop a market for our business.
The impact on the marketing mix is:
ServicePricingDistributionPromotion
Life Cycle
Marketing EnvironmentEconomic:
Economic growth is achievableGreater longevity and “win-win” for both business and
communityRisk is moderate within consumer spendingChallenge is to keep local, fresh, ingredients & affordable
price point
Cultural:Trend of going ‘local’Lifestyle of being environmentally conscious & community
groundedThere is very little risk
Political:Healthy local economy needs local business for tax
revenueLittle opposition in the political realm- low risk
Marketing Environment Continued..Legal and regulatory:
Strict regulations in WI in regards to content & labeling
Moderate risk in being able to trust vendors
Technical: High startup costs Upkeep & maintenance of newer ‘green’
technologies
Product CharacteristicsRelaxed atmosphere Consistent colors earth tonesFurniture & accessories-eclectic mix
of recycled & revamped items from the local community
Décor will showcase local artists
Product Position… Perceptual Map
Our Competitive advantage:Everything is local!!!!
We create delicious soups, salads and sandwiches with fresh produce from local farmers.
We serve local brewed coffee from ALTERRA.
Farmers Market
Eco-Friendly
Product Position …
Size: $781,697 for accommodation and
foodservices sales.Demographic segmentation:
Income- Consumers who have a little room financiallyAge- ranges from 20’s thru 60’s Gender- Male and female consumersOut-of-towners and local consumers
Target Market
Psychographic segmentation:AuthenticFamily and friendsLaid-back; relaxedTrendyCommunity and creating relationshipsHealth and well-being Eco-Friendly
Target Market Continued…
Behavior Segmentation:Usage rate: MediumLoyalty: HighOccasion: Any and AllBenefits sought: Taste,
Selection/Variety, Economic, and Atmosphere/socializeAdded benefits Fresh-Milwaukee
provides: Sense of Belonging and Community,Fulfillment, Happiness, and Health
Target Market Continued…
Pricing StrategySandwiches ranging
from $8-$13Soups $5-$8Salads $6-$12Drinks $2-$6
Coupons to bring in new customers and to reward loyal customers
Offering punch card/rewards card.Option 1: Receive free
soup, salad or sandwich when food card is full
Option 2: Receive free café beverage when coffee card is full
One Investor at least $100,000
IBM Smarter Cities Challenge
Small business loan of at least $150,00010 year loan 6% interest $1,665.31
Profit Goal: to see a profit after the first 3 years.
Pricing Strategy
Main channelThe café/deli
Other channelsHaving booths at festivals and other
public events
Channels of Distribution
Advertisement:ALTERRASocial Networks like Facebook and TwitterNewspapers The Journal Sentinel, The PostRadioWeb advertisementsOther locations
PromotionsCouponsPunch/Rewards Card
Public RelationsLocal FarmersEco-FriendlySupporting another local businessNewsletter
Communication Strategies
$781,697 –Total of Milwaukee sales.
Market Share Goal:1/3 of local/organic industry
10% of market share=$26,056
Revenue and Market Share Goals
http://www.alterracoffee.com/Home.aspxhttp://www.beansandbarley.com/http://www.rootsmilwaukee.com/http://www.thefieldtofork.com/http://magazine.angieslist.com/0_imported_do
cs/milwaukee-green-building.aspxhttp://www.greenbuildermag.com/News/Gree
n-Trends/City-MovesRoots café manager
References…