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Untitled Prezi

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by

Martinique Hurter

on 28 September 2015

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Transcript of Untitled Prezi

Segmenting, Targeting & Positioning
Oudrift Riverside Loge
What's to Gain?
Environmental Analysis
Government markets

Student market NWU
Age: 20-38
Millenials
Love dining out
Have own purchasing power
Influence others
Love nature
BCG Matrix
GE Matrix
Marketing Strategies
Marketing Plan
Oudrift Riverside Lodge
Segments to Focus on:
Student market NWU
Females Potchefstroom
5%
1075 Studentds
Stdent Market
21501
Females in Potchefstroom
Age: 35-60
Working or staying home
Love cakes & dining out
Love tranquil environments with nature

3%
898 Women
Female Market
29945
Reasons:
Profitability & Revenue projections

Distance
Marketing promotions
Accessibility

Students market size
Females market size
Actionable
Differential
Substantial
Business people, families and individuals are given a comfortable stay, memorable visit and excellent meals by Oudrift Riverside Lodge.
They are provided with value for money quality product and service delivery, which is continuously assessed and managed to give the best without compromise.

Positioning Statement

Pricing
Approach-higher than competitors
Competition-based


R 94. 90
R 74. 90
Motivation

Higher profit margin
Infers quality
Industry focus & competition
Flexible to implement
People
40% response poor customer service
Staff shortage

Strategies for Implementation
Train staff on customer handling
Service quality rating system
More staff-post job opportunity news
Overall assessment by manager

Poor Signage (speed humps)
Restaurant space
Physical Evidence
Signage by Wanted Clothing
Expanding into the lounge
Expanding the building

Poor response system (emails)
Poor customer focus
Guestbook for customer experiences
Weekly staff meeting
Manage overall process
Train employee for efficiency
Strategies
Process
Our market research concludes...
Additional recommendations from respondents...
- Packaging of picknic-snacks
-Quality of cheese
-Not aware that restaurant was open to the public
-Displeasing service
Problem identified...
Perception of CUSTOMER NEEDS
Directional Strategy
Porter's Generic Strategies
Ansoff Matrix
Human resources shortage
Product
Introduction of cake
to the menu
-95% of respondents
indicate a need for
another coffee shop
in Potch (with cake)
75% of respondents indicatied a strong need for another restaurant in Potchefstroom serving cocktails on their menu
suggestion...
Signature Oudrift Drink
Branding...
-Oudrifter
-Oudriffie
-Master Driff
-Drift
-Oudraft
Marketing research has to be done...
Women
vs.
Men
Explore the options...
Like bottling and
selling
What does the customer want?
Restaurant Hours...
Biggest constraint for optimal growth of restaurant...
New packing for picnic snacks
" I don't like the gladwrap covering the food. It cheapend my experience"
Younger target market wants younger packaging...
Another respondent mentioned that
the option of a cheese platter would be a nice addition
Additional implementation
strategies

of respondents are
aware of Oudrift
65%
STRONG NEED
Fine dining
restaurant in
Potchefstroom
75%
a need for another restaurant
serving cocktails on the menu
95%
indicated the need for
another COFFEE SHOP
offering CAKE
indicated
POOR Service
Quality at Oudrift
40%
85%
respondents approve
being socially
connected to Oudrift .
Additional recommendations from respondents are included in the marketing plan
Measurement
List of
secrataries
of the NWU

Price-list of
-signage
-promotions on
campus
-printing costs
Student
liaison


Marketing Objectives
Increase
Brand Awareness
20%
Satisfied Customers
25%
Consumer Acquisition
20%
Market Share
30%
Online Platform Traffic
40%
Students NWU
Students from other universities
Lecturers from other universities
Females Potchefstroom
Macro
Micro
PEST
Porte'r 5 Forces
SWOT
SWOT Matrix
PEST Analysis
P
E
S
T
Medium Barriers
Minimal
Strong
Low
Moderate
Distribution Channel
Push strategy
Working with
partners
Trade shows
E-Marketing
Promotion
Reviews on TripAdvisor
50%
of Guests
100
Photos
100
PEOPLE
R10 000
Profit
35
Loyalty Schemes
CRM
Conference incentives
Event manager/planner incentives
Customer Love
Inspirational thank you note or bookmark
SWOT Matrix
Strategies for Implementation
CHALLENGE for our team:
Well established business, experienced marketing manager
However there is room for improvement
Oudrift should constantly look at CUSTOMER NEEDS to stay
COMPETITIVE
To Conclude
Instagram Campaign
Design-Your-Own-Picnic
Cake on the Menu
Biltong, Cheese and Wine Festival
Location Campaign
Full transcript