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Wendy's Wired

Group assignment for Service Marketing Management class: "Marketing plan for re-branding Wendy's fast food restaurants for the Thai market" (Mahidol University International College MM Tourism & Hospitality Management 2013)
by

Sven Altermatt

on 22 April 2013

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Transcript of Wendy's Wired

Agenda PESTEL ANALYSIS SWOT ANALYSIS CUSTOMER IDENTIFICATION COMPETITOR ANALYSIS MARKET POSITIONING PRODUCT MIX Core Product PRODUCT MIX Product Menu PRICING STRATEGY LOCATION PHYSICAL EXISTENCE RE-BRANDING Conceptual Statement BRAND & STYLE COMMUNICATION LAYOUT: Floor Plans LAYOUT: Area Descriptions I LAYOUT: Area Descriptions II DESIGN: Cheftender Uniforms DESIGN: Packaging LAYOUT: DESIGN: Floor Plans Area Description Uniforms Packaging MARKETING COMMUNICATIONS PUBLIC RELATIONS & Press Releases SALES STRATEGIES BUSINESS ALLIANCE
& EXPANSION PROMOTIONAL OFFERS LOYALTY PROGRAM FAMILIARIZATION TRADITIONAL ADVERTISING Tone of Voice: THEME & FACILITIES PRICE & VARIETY ACCESSIBILITY & CONVENIENCE MOLECULAR GASTRONOMY FAST FOOD SCIENCE S W O T No DIRECT COMPETITORS Fast Food Science
Product Menu SIDES SALADS BEVERAGES MAINS Menu Serving Sizes With a new concept of being a cyber QSR serving different target group of customers from other QSR, Wendy’s Wired currently has no direct competitor DEMOGRAPHIC PSYCHOGRAPHIC Demographic Psychographic 60% Gen Y
40% Gen X 55% Male
45% Female Age
Gender
Nationality Geographic
Occupation
Income Education Gen X Gen Y characteristics personal
values Self-expression
Accepting of diversity
Tech-savvy
Crave for inspiration
Life style enjoyment Skeptical
Globally concerned
Tech savvy
Fiercely independent Socialization
Flexibility
Fast access to information
Fun
Connections
World travel
Diversity Flexibility
Mobility
Security
Friendships Wendy’s Wired aims to attract customers who value quality more than price = upper class customers Objective of setting the price is revenue maximization Pricing strategy: skimming pricing and multiple pricing Price range of the Wendy’s Wired products start from 90-720 Baht EXAMPLE: Kraprao Duo-Core Burger The price of the Kraprao Duo-Core Burger is THB 140 Food cost: 30% (THB 42)
Operation cost: 20% (THB 28)
Employee cost: 10% (THB 14) Total cost of Kraprao Duo-Core Burger: 60% (THB 84) Profit: 40% (THB 56) 2Fl. Sathorn Square Building Inspiration, excitement & 'boundarylessness' of TECHNOLOGICAL advancement & a futuristic outlook " " response to the changing social values & lifestyles futuristic & interactive fast food experience through the 5 senses viral marketing emotional marketing events customer community via social media public relations
& press releases Familiarization
Traditional Advertising Access to BTS & BRT
Car parking High traffic + - Entrance Kitchen Dining Areas Demonstration of LEAP MOTION technology in use: Logo: Combination of the @ sign with the original Wendy's girl logo Theme Colours: Discovery
Multi-sensory Modern
Technology "Spirit of Original Wendy's" INDIRECT
COMPETITORS P E S T E L Minimum Wage
Foreign Labour (AEC) Digital & Global Lifestyles trends
E-commerce Paper Reduction
"Green" Packaging AEC
Currency Exchange Rates Technological Developments Cyber Crimes
Online Supervision no direct competitor
digital lifestyle trends
innovative menu
high appeal design
quality food & service unskilled workforce
language barriers
unhealthy perception of fast food high demand for innovation
time-poor work lifestyle = opportunity for customers rate of technological development (too fast)
unreliable 3G in Thailand
fierce competition
increase in expenditure EXPERIENCE hi-tech hi-taste hi-touch mobile apps,
e-tables, interactive technology, QR codes, etc. customizable eating areas, interactive physical
environment new eating experience Fast Food + Molecular Gastronomy multi-sensory playful fast food science (also known as 'Culinary Physics' or 'Food Science') Combines Physics & Chemistry with culinary techniques.

Chefs use Molecular Gastronomy to stimulate ALL THE SENSES, not just taste. INTRO to molecular gastronomy Wendy's Wired Product Menu Mains
Sides
Salads
Beverages
Desserts DESSERTS Molecular Gastronomy Burger (Inspiration) Molecular Mixology: Mojito Cocktail Beverages MB GB TB miniB For KIDS menu Sides 16oz (473ml) 24oz (710ml) 32oz (946ml) 71g 142g 213g MM MUIC, Trimester II 2013 ICTM511 Service Marketing Management
Dr. Chen Ka Tat, Nixon Panida Anukul
Wimonwan Liwchavaroj
Sven Altermatt
Ekabut Tangshewinsatien 5438852
5438855
5438857
5438859 MARKETING PLAN Wendy's Wired Part I: Wendy's New Identity Re-branding Concept
Brand & Style
Core Product
Product Menu
Physical Existence
Location Part II: Wendy's Wired Analysis PESTEL/SWOT Analysis
Pricing Strategy
Competitor Analysis
Market Positioning
Customer Identification
Marketing Communications
Sales Strategies spherification:
calcium lactate
sodium alginate
Several manufacturers/suppliers in mainland China
Full transcript