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WELCOME TO YELLOW SUBMARINE

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zai li

on 28 September 2013

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Transcript of WELCOME TO YELLOW SUBMARINE

THANK YOU FOR LISTENING! :D

...Want some?

Yellow
Sub
Sandwiches!!!!!!
designed by Péter Puklus for Prezi
SWOT
ALTERNATIVE COURSES OF ACTION: ACA#1
ALTERNATIVE COURSES OF ACTION: ACA#2
ALTERNATIVE COURSES OF ACTION: ACA#3
WELCOME TO YELLOW SUBMARINE
Step 1
TIME CONTEXT:

In the middle of March 2000, Mr. Paulo Lao was very much alarmed by the sudden decline of customer traffic during the last three days in Yellow Submarine, a gourmet fast-food restaurant situated at Amber Drive Ortigas, Pasig City.


POINT OF VIEW:
Mr. Paulo M. Lao, a major stockholder of Yellow Submarine,
is the person responsible for the execution and approval of
plans, specifically on matters concerning the company’s overall
marketing strategy.


Will the company be able to recover the decline in customer traffic occurred in the middle of March 2000 as a result of closing of Amber exit gate and opening of a canteen with several food concessionaires inside the U&AP campus?



STATEMENT OF THE CENTRAL PROBLEM


Short-term Objective (Must):

To recover the lost in sales brought by the decline in customer traffic
To develop an alternative promotional campaign which would help encourage the primary target market to still patronize Yellow Submarine despite barriers caused by the competition and closed Amber exit gate.


STATEMENT OF THE OBJECTIVE

Long- term Objectives: (want)
To be well-recognized in the food industry as a restaurant which customers can associate
with enhanced appearance, great status, impressive lifestyle, and “crowd mentality”
To formulate successful market initiatives including introduction of new product lines, market penetration, and market development strategies for growth and long-term survival of the business
To maintain a working culture of continuous improvement and employee involvement
To provide customers with products of healthy benefits, variety, and exceptional quality at affordable prices, supported by outstanding service and convenient ambiance


STATEMENT OF THE OBJECTIVE

AREAS OF RESPONSIBILITY—SWOT Analysis

Yellow Submarine enjoys close proximity to UA&P
Yellow Submarine offers a healthy alternative
It builds a product position that emphasizes freshness in bread,
vegetables, and meat while keeping its affordability position vis-à-vis its competitors.
The company has established a niche in the quick-service segment
Yellow submarine depends on established and well-known suppliers to back-up its claim.
Yellow Submarine is one of the first hoagie/submarine restaurant in the country.

STRENGTHS
 


The restaurant is small and its brand name is less recognized compare to other renowned and large fast-food companies also located within the vicinity.
It could not compete with prices of highly capitalized competitors.
The promotional tactics and campaign may not be as broad and intensive enough as what other companies of the same business do.
It is easily affected by sudden changes in the environment and other geographic-related factors.


WEAKNESSES



As part of personal savings, students opt to have lunch nearby
Increases in the volume of home and office deliveries.
The residents, office workers, and students of UA&P mostly
come from affluent families
The current need of people for a quick service, value meals, and accessible place
The growing trend for slimmer bodies and healthier diets.



OPPORTUNITIES
 



The closed Amber exit gate
The presence of large competitors, indirect, and direct competitors, and new entrants.
The demand of students would likely be seasonal and fluctuating
An increase in inflation would squeeze profit margin
The resulting effect of “mad cow” scare in other countries



THREATS


ACA#1: Intensive Advertising: Tarpaulins,
signage, posters, and flyers, website.


Advantages
Ability to raise awareness among the people
Different kinds of advertisement such as posters, flyers, signage etc. give the firm the ability to segment and organize
It can draw immediate potential customer reaction.
Print advertising can elevate Yellow Submarines’ reputation, especially when it purchases advertising in regional editions of well known magazines.
Increased sales and customer recognition is realizable.


Disadvantages

Print ads vary based on the amount of volume to be printed. It must be sufficient enough to reach at most potential consumer.
The company’s budget may not be able to produce enough prints to meet the target market’s population.
Some customers would ignore the flyers given or posters seen.


X 6 Purchase (within 2 weeks) =


ACA#2: Loyalty Stamp Cards: “Have One on Us”


Advantages

Built trials and exposure for Yellow Submarine sandwiches.
Yellow Submarine privileged card holders encourage customers to come back more often
Simple marketing tool to spread the word about Yellow Submarine.
Loyal customers who enjoy the reward might encourage their friends to join in.


Disadvantages
Some customers may find it time consuming to collect stamps.
Considered short-term promotions only.
Customers who have lost their stamps may be disappointed for not being able to avail the promotion.


REWARD SYSTEM:
160 points= Free bottomless iced tea.
500 points= avail 30% discount in 3 selected sandwiches.
1000 points= avail 50% discount in all types of sandwiches.


ACA#3: Privilege Card (P60.00 only; valid for 1 year, renewable)



Advantages

Privilege card programs can help Yellow Submarine to retain customers, increase traffic and improve sales.
If a company requires registration to distribute a Privileged card, it can collect data that will help drive effective marketing strategies. 
Reduced advertising costs and increased return on investment (ROI) on marketing campaigns are two main business growth advantages. Yellow Submarine’s privilege cards can attract customers.



Disadvantages
Difficulties arise in attracting more customers who are willing to purchase at regular prices.
Some customers may refuse to take the promotion offered especially those who are not regular buyers.
Requires marketing campaign by letting people know about the promo offered.


Among all the presented ACAs, the group has decided to select two ACAs namely: ACA#1 and ACA#3.
It is important that for every promotion, there is an equivalent advertisement (print ads or ecommerce).
For the closed Amber exit gate, the company offers “free delivery” and exciting promotions await them as they visit the Yellow Sub.
Secondly, the privilege card promo entice them to continually purchase at Yellow Sub, be loyal, invite friends, and collect more points to get freebies and discounts.


RECOMMENDATION


PART 2: THE MARKETING PLAN


Currently, the company is facing tough competition with the opening of several food concessionaires in the canteen located inside the U&AP Campus.

The nearest competition would be the establishments at Pearl 8101 where the likes of Starbucks, Coffee California, Australian Deli Shop, Sugarhouse, Bottomless Grill and more, are gaining popularity.


CURRENT MARKET SITUATION


Yellow Submarine is having problems with the number of customers who enter the food establishment.
To regain the lost customers of Yellow Submarine, a rapid change on marketing plan is the most efficient and effective solution that was thought of by the stakeholders.
The change of marketing plan includes formulating major initiatives including introduction of new product lines, market penetration and market development strategies for growth and long-term survival of the business.


OBJECTIVES AND ISSUES


Yellow Submarine offers a variety of food such as sandwiches, pasta, salads, soup, and baked potato which give customers alternative foods to choose from.



THE PRODUCT



The Yellow Submarines make use of in-store signage, posters, display, direct mail and flyers. This gives an exposure to Yellow Submarine and its core products. In addition, the company would have a new loyalty promo: the Privilege Card. This is expected to increase the purchase behavior and maintain the patronage of potential and loyal customers.



PROMOTION


The food establishment (Yellow Submarine) is located at #8137 Plaza Amber Drive, Ortigas Pasig City.

The restaurant is located in a business district where many large and small corporations are located and the homes of class A residential condominiums and subdivisions are found. The closest market is the University of Asia and the Pacific (at 150 meters from the Amber exit gate), which have a count of 1,900 population and still growing.


PLACE



The price range of Yellow Submarine (in the year 2000) is estimated at: P50 to P100 (value meals with free drinks), P150 for classic/special sandwiches (six inch, with toppings and drinks etc.) and above P150 prices for products that would be customized.




PRICE


Search for an Advertising Company.
Distribution of Print Ads
Search for Web Designer
Operations of the Yellow Submarine on the Internet
Search for a Specialized Printing Shops of Yellow Sub’s Privilege Card
Introduction of the Loyalty Card to Customers


ACTION PROGRAMS



THE TARGET MARKET:

The students of U&AP are the company’s primary target market.
Other potential markets the company may tap with are: professionals, organizations, nearby residents, secretaries, and busy executives.


Search for an Advertising Company.
Distribution of Print Ads
Search for Web Designer
Operations of the Yellow Submarine on the Internet
Search for a Specialized Printing Shops of Yellow Sub’s Privilege Card
Introduction of the Loyalty Card to Customers


ACTION PROGRAMS


BUDGET

Tracking and Follow-up
Monitor the results of marketing plan and make sure that it is implemented well.
Improvements and outputs must also be observed.
The business may also refer to the feedback of customers
The company should ensure that the customers who receive a loyalty card will receive the best rewards in accordance to the points they have earned.
Monitor sales growth.


CONTROLS

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