Group Project Proposal

Mike PerkinsMatt ChromiakAndrea BryantJosh LarkinsTony Tran

The Contenders

Manayunk Brew PubWas originally a textile mill in the 1800’sClosed its doors and 1992 and reopened in 1996 as a full retail space and restaurant.First batch of fresh-brewed beer was tapped on October 17, 1996Located 4120 Main StreetOffers an outside deck and brick oven Live musicVariety of brewed beersSushi BarSunday Jazz Brunch/ Banquet facilities

Current Situation Locally known establishment.Staple of Manayunk night lifeWebsite does not highlight the many things the brewery has to offer. Competition is right next door and they are in bustling night life district.

Missed Opportunities While there is no other brewery in the area MBP does not highlight the brewery experienceThe website is not tailored to their establishment but resembles the competitionsThey do not highlight that they have a deckThe user experience on the site is very flat.

Brand ChallengesIdentifying itself: setting themselves apart as a premier brewery and eateryStronger advertisement that highlights appealing aspectsManaging to stand out from the other nightlifeAcquiring new customers and maintaining customer loyalty by using their beer as a staple.

Competitive AnalysisMBP

Site is designed very simply

It is very similar to Mad River

Does not do more to highlight the brewery aspect.

Mad River

Offers live music

Site design is simple but highlights features

Simple navigation

PresenceOnline

Does not stand out

Does not highlight amenities

No clear presence is established

To much white on the initial page.

Offline Patrons who go to the Brew Pub go because of word of mouth or a friend.

Appearance is somewhat industrial with obvious updates.

They make it point to say if you come after a certain hour it is standing room

Possible FixesA stronger user experience. A clearer explanation of who they are and what they are about.They site could use the space more effectively.Focus more on the brewery aspect. Maybe offer more of a history section on the naming of the beer and favorites. Could create a better user experience Possible interactive programming

Wrap upManayunk Brew Pub is unique because they are the only brewery around to sell their beer through tap.They have an eclectic menu. An outdoor deckSunday Jazz events that can attract a different crowd Banquet facilities.

Pat’s King of Steaks

Founded by Pat Olivieri in 1930Started out as a different type of lunch mealFamous Philadelphia known Steak sandwichExpanded to become of the

Philadelphia’s premiere sandwich shopsTourist Attraction Located where 9th street crosses Wharton and Passyunk Ave in Philadelphia 19147

Current SituationThey are a very well-known establishment throughout more than just than the Philly regionJust one store, which brings in all of their businessCompetition directly across the street (Geno’s)Information website that needs updating as well as a site Makeover.Website Unappealing to audience

Miss OpportunitiesCompetition has flashy advertisementsPotential to bring in new customersRetaining current customersLack of an inviting website for the new customersMaximizing the small space that their establishment owns.Having a friendly user experience on the website (http://www.patskingofsteaks.com/)

Brand ChallengesKeeping its reputation but change for the betterSetting itself apart from Geno’s and Tony Luke’s Advertising better with their website

Competitive AnalysisPat’s Geno’s

• Geno’s has better graphics• Easier to navigate• Does not have missing information

Competitive AnalysisPat’s Tony Luke’s

• Tony Luke’s has a great overall presentation• Very easy on the eyes• Links to alternative media such as Facebook and

Twitter

Competitive AnalysisPat’s Jim’s Steaks

• Jim’s Steaks website is not much of a improvement over Pat’s • Has great location links • Site could use a makeover as well• Popular brand in the Philadelphia region

PresenceOnline

Pat’s site is confusingOnline they seem like they are trying but failedNot heavy on graphicsPoor color choicesBad user experience

Offline

Boring lookStrong historyMany people associate steak sandwiches with Pat’s in PhiladelphiaRely heavily on word of mouth

Possible FixesThe site needs to be revamped drasticallyBetter colors and overall design Easier navigationBetter history section or menu sectionPossible links to areas around the cityInteractive pixels‘ and linksCoupons or gaming

Wrap UpPat’s is rich in history and should showcase that on their siteThey are in big competition with Geno’s which is located directly across the streetHaving a user friendly site can back up the great tasting food.

AKA MusicPhiladelphia's largest independent recordLarge selection of new and used cd's, vinyl and dvd’sOffer all types of music, very diverseKnown for friendly customer serviceLocated on 2nd Street, one block away from the subway station

Current SituationEstablished business known throughout city and southern NJSingle, convenient locationMany other well-established businesses to compete withWebsite is linked to myspace, very boring and full of clutter.

Missed OpportunitiesDo not advertise at allUnmotivated to attract new customersPossible need for business space expansionWebsite is plain and uninformative

Brand ChallengesAdvertising is needed to expand businessOvercoming formidable competition

Competition is spread out, so will be their target audience

Website needs a complete renovation

AKA Music Website

Competitive AnalysisRepo Records

Located on corner of 6th and South StreetSouth street is one of the city’s largest attractions

Website is regularly updated, nice and simple layout

Also has section that highlights a customer’s picksEasy to find needed information, and overall more attractive

Repo Records Website

Online PresenceAKA’s website is currently pointlessUser experience is mostly spam relatedToo plain, unappealing

Offline PresenceThe store has an interesting layout, industrial lookThe aisles are too narrow and become uncomfortable if it gets crowdedEmployees play music to keep you relaxedNavigation to the store is very simpleOnly record store in the area (Olde City)Word of mouth and business cards are their only sources of advertisement

Possible FixesWebsite needs to be completely re-done

End Association with MyspaceAttractive design and interactive activities

Create a music player for visitors to enjoy while searching the website

AKA Music should highlight their positive features on the website

Customer service, quality music, store history, etc.

Some sort of offline advertising must be utilized

Wrap UpBusiness may fall if unmotivated trends continueMust find a way to draw people away from Center City and South StreetThis music store has a foundation strong enough to become a larger attraction