Ralph Matthew A. Ong (M997Z245)Mamunur Rashid (M997z235)Yannick Turkier (O990F021)
•Cost calculation
•STP
•Methods
•Guerilla Marketing
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Situation analysis Nature of the product Competitor analysis of four main rivals Market analysis
Objectives 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 RAMAYARestaurant
Starbucks
McDonald’s
A Niu Rro Mien
Ui Ki 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
Medium (3)
Small (2) Big (4) Medium (3)
Big (4)
Comfortable to socialize / study
Yes (4) Yes (5) Medium (3) No (1) No (1)
Wi-Fi Free (5) Yes (3) No (1) No (1) No (1)Popularity None (1) Popular
(5)Well-known (4)
Low (3) Low (2)
Total 20 21 16 15 15Introduction |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 customerswho are on NCKU campus(maximum effectivity to a cost-benefit-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 «Broccoli tree»
Film equipment
Execution Others
Print costs for bookmarks:
5000 pieces: 4’000NT
Print costs for stickers:
500 pieces: 2’000NT
Material cost for tree-sized fork:
Wood: 300NTPaint color: 100NTTotal amount of work hours: 1’000NTTotal (25x pieces): 35’000NT
Rent cost for movie clip:
3 cameras: 10’000NT3 microphones: 6’000NT3 lights & others: 3’000NTTotal (3x actions): 57’000NT
Labor costs:
Amount of work hours during execution days (6 people, 8h a day): 24’000NTTotal (3x days): 72’000NT
Unexpect-ed costs:
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 productundifferentiated 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
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 showswhere and when to find usour USPour contact & further information
Back showsone 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 trunk-sized fork Suppose to look
like a broccoli on a fork
Forks labelled with«RAMAYAeat 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
20Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation
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.Distributing
bookmarks & showing student’s reachtions
Filming people’s reactions towards «broccoli trees»
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
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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