DEVELOPING A BRAND

Quyen Nguyen! !7239084 !"

Agenda "•  Market Analysis •  Gap Analysis •  Mood-Board •  Exploratory Research •  Target Market •  Positioning Strategy •  Product/Store Concept •  Branding •  Communication Strategy •  Final Thoughts

Market Overview"

Fast food Industry"Products and Services

Fast food Industry"Competitors

The fast food market is considered mature with high concentration and competition levels with Yum! Restaurant being the market leader

Fast food Industry"Demand for healthy fast food is increasing

•  Potential to introduce a Niche fast food based on one of the ethnic groups that represents healthy food.

•  Vietnamese, being the fifth largest immigration group in Australia. Australia has a population of approx. 160,000 Vietnamese with 36.8% living in Victoria (Australia Bureau Statistics)

•  Melbourne has a wide range of Vietnamese restaurants, with the majority being in hot-spots such as Richmond, Footscray, Sunshine and St. Albans.

•  People are familiar with the Vietnamese cuisine and flavours.

•  No dominating Vietnamese fast food chain existing, An opportunity to introduce a Modern uptake of Vietnamese Cuisine in a Fast Food Setting

Gap Analysis"

Findings

Interested in Vietnamese fast food concept

Preferred Price : 6-8$/course

Channel: take away and dine-in

Identify the target market

Branding including: VietRoll – Purify your taste

Communication channels

Target Market •  Males and Females around 18-35

years old

•  Either working or studying around

CBD area •  Professional and Students

•  Looking for affordable meals and yet, cool place to ‘hang-out’ with their friends/colleagues. •  Used to using internet, especially

Social network: Facebook and YouTube.

Positioning strategy

Product Concept"

Healthy Fast food

Asian Herb

Healthy

Affordable

Superior Customer Services

Product Concept

Fast Delivery

Rolls"Spring rolls $6.00 Rice paper rolls $6.00 Rice cakes $7.00 Pancakes $7.00

Salad Choice"Vietnamese salad $7.00 Modern salad $7.00 Mixed salad $7.00

Rice and noodles"Home-made fried rice $5.50 Stir-fried noodles $5.50 Stir-fried pasta $5.50

Special"Vary every week $10.00

Menu

Branding"

Logo and Tagline

Uniforms

Mood Board

Communication Strategy "

Launch Campaign Mass Media

Magazine

Online Review

Social Media

YouTube

Facebook

Promotion

Gift Vouchers

Tasting events

Mass Media • Magazine: Gourmet December 2001 issue, Australian Good Food, Inflight Qantas

• Local news and University News

• Advertising will be done in form of Editorial

• Restaurant Review websites

ENJOY A TASTE OF VIETNAM IN AUSTRALIA

Editorial Layout

Social Media - YouTube • Weekly “How to make it” - Recipe Video • Tips for making rolls

Social Media - Facebook

• Update on weekly special dishes • Promotion program • Registration of Gift Voucher • Weekly “How to make it” - Recipe Video • Tips for making rolls • Small quiz • Answer questions about the food and the restaurant

Value $5.00

Gift Voucher"For every Monday and Wednesday

Offer valid until 31/12/2011 Monday-Friday: 9AM-9PM Saturday-Sunday: 9PM-12AM

Promotion – Gift Voucher 500 Free Gift Vouchers valued $5.00 for the first months

• Central locations • Universities • Train Stations • Facebook page

Hand out Gift Vouchers

Promotion - Tasting Days at Universities

• Universities in the location (CBD area)

• Every weekend in the first month

• Get students familiar with the brand

• Hand out Gift Vouchers

Communication Strategy Stage Objective Tactics

Awareness Awareness of the products existence by the consumer.

Print Media, Tasting events

Knowledge Understanding the product and its benefits

Social Media including Facebook and YouTube

Liking If consumers know the product, how do they feel about it?

Get customers involved to the brand’s activities

Preference Consumers preference over competing products

Sales promotions, loyalty program, superior customer services.

Conviction Its suitability to be purchased by the consumer

Social Media

Purchase Consumers may have conviction about the product but might not actually get around to buying it,

Have different special dish every week, stimulate customers by regular posts on Social media and special meal deals

Budget

10% of the expected

revenue will be allocated for marketing

related activities

↑$98,000

$(10,000)

$(5,000)

$-

$5,000

$10,000

$15,000

1 2 3 4 5 6 7 8 9 10 11 12

PRE-TAX PROFIT/LOSS

PRE-TAX PROFIT/LOSS

•  Fast food Industry is potential for VietRoll to enter •  There’s a gap in the market which is the lack of healthy

and affordable fast food. This is an opportunity for VietRoll

•  Making good use of social media will help saving time and money for communication

•  VietRoll has an unique personality which is the first fast food restaurant specializing in rolls in Australia, giving the brand an advantage of being easy to remember and recall.

•  Marketing communications should be aligned with brand personality of healthy, fresh and Asian authentic

•  Further research required.

Final Thoughts

Thank you! "

Q&A "