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New Food Truck Brand

All American / Group 5

Jacken Holland, Thato Jankie, Vashte Mannie, Savannah Lang, Emilio Lopez

Introduction

The invention of the Burger

Introduction

Business Description

  • Mission Statement
  • Value Proposition
  • Marketing

Business Description

Mission Statement

Offering unique twists to American classics at the convience of the customer

Mission Statement

Value Proposition

  • High quality
  • Organic products
  • Locally bought

Value Proposition

Marketing

  • Product
  • American classic dishes
  • Place
  • Lake Nona
  • Price
  • $7 to $10
  • Promotion
  • Social media
  • Website

Marketing

Strategy

Consumer

Behavior

&

Competitor

Analysis

  • Competitors
  • Differentiates us
  • Research

Competitive

Advantages

Competitive

Advantages

Few Registered

Twists to Old Classics

Fresh Ingredients

Neighborly Customer Service

Simply Analytics

Simply Analytic

  • Location
  • Fastest growing community
  • Big businesses
  • Familiarity
  • Media Habits
  • High percentage use
  • Simple
  • Facebook majority

Market Research

  • Target Market
  • Customer Journey
  • Focus Group
  • Online Survey

Marketing Research

Target Market

  • Consumers between ages of ten and fifty-five

  • Enjoys traditional American food

Target Market

Customer Journey

  • Need Recognition
  • Information search
  • Evaluation of alternatives
  • Purchase
  • Post Purchase

Customer

Journey

Focus Group Feedback

  • Cleanliness
  • Customer Service
  • Food Quality
  • Eating & Spending habits

Focus Group

Online Survey Results

  • Prompt Service
  • Preferred meal - Dinner
  • Cost Efficient

Online Survey

Targeting

  • Ten - fifty-five years

Targeting, Positioning, Marketing Goals & Recommendations

  • Traditional Classic American dishes
  • Lake Nona locals

Positioning Statement

Positioning

Among traditional food enthusiasts, All American is the brand of American food that serves high-quality ingredients because their good taste represents the value placed on the organic and locally selected elements for each dish.

Perceptual Map

Multi-Attribute Model

Marketing Goals

1. Build brand awareness and increase by 5% every month

Marketing Goals

2. Generate three new leads every quarter

Marketing Recommendations

Service

Food truck needs to be quick and effective

Product

Use quality and fresh ingredients

Marketing Recommendations

Price

price menu items between $7 - $10

Place

Regularly Mobile, Revisit locations with strong customer base

Brand Identity

  • Blue is an appetite suppressant
  • Red creates hunger
  • White represents simplicity

Branding & Marketing Communications

  • "Freedom has a new taste"
  • Excited personality

Advertising

Partnering with Nielsen TV advertising

  • Raw and authentic videos

Advertising

  • Connect with our audience

Augmented Reality

  • Application showing our plated foods

Sales Promotion

Second advertisement with Nielsen TV

  • Contest to win free food for 1 year

Sales Promotion

  • Entrants mail or text their email as their submission

Direct Mail

  • Coupons
  • Personalized Mailers

Public Relations

Help students study abroad

  • Sponsorship
  • Collection Buckets

Public Relations

Donate to students

  • Campaigns assisting college students find jobs
  • Connect with the community

Sales Recommendations

Customer Acquisition

  • Local events
  • Partner with established businesses and build relationships

Sales Recommendations

Customer Retention

  • Consistent experience
  • Maintain uniqueness and suitability

Marketing Data Strategy

  • Loyalty program
  • Consistent communication

Digital Marketing

Social media

Instagram

Facebook

Digital Marketing

Website

SEO/SEM

Podcast

Blogging

Keyword research

Content Calendar

Marketing Calendar & Finances

What is it for - method to all the madness

Tips and tools - hootsuite, airtable

Content Calendar

Definition

Financial Dashboard

Quick visual comparative analysis

Wide variety of results on a single page.

How to present Month-to-month changes...

Conclusion

Any points that need further clarification we'll take them now.

Conclusion

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