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References

https://www.businessinsider.com.au/millennials-gen-z-drag-down-beer-sales-2018-2?r=US&IR=T

https://en.wikipedia.org/wiki/University_of_Western_Australia_Student_Guild

https://blog.globalwebindex.com/chart-of-the-day/98-percent-of-gen-z-own-a-smartphone/

https://liveperson.docsend.com/view/tm8j45m - Report - ‘The digitals lives of millenialls and gen z’

https://techcrunch.com/2017/06/27/facebook-2-billion-users/

http://www.businessofapps.com/data/snapchat-statistics/

https://www.news.com.au/technology/online/australian-facebook-users-are-frustrated-and-spending-less-time-on-the-social-network/news-story/4bab90c5aa48cc0e4403c6aefbbe4574

https://www.socialmedianews.com.au/social-media-statistics-australia-august-2018/

https://wearesocial.com/uk/blog/2017/05/influencer-marketing-works-generation-z

https://www.nightclub.com/training-management/tastes-tech-how-to-serve-gen-z

http://www.annualreport.uwa.edu.au/annual-report-2017/our-year/key-statistics

http://abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/6227.0May%202017?OpenDocument

https://www.alistdaily.com/entertainment/instagram-snapchat-stories-engage-millennials/

https://www.searchenginepeople.com/blog/16081-gen-y-marketing.html

https://www.smartinsights.com/social-media-marketing/facebook-marketing/is-facebook-on-the-decline-for-gen-z-and-younger-millennials/

http://homepages.se.edu/cvonbergen/files/2013/01/Framework-for-Ethical-Decision-Making.pdf

https://www.conserve-energy-future.com/various-littering-facts.php

https://www.kabc.wa.gov.au/library/file/annual-reports/REDITED%20FINAL%20Litter%20Prevention%20Strategy%202015%20new%20edits%20WEB.pdf

https://eatingdisordersaustralia.org.au/australias-obesity-statistics-2017/

https://www.niaaa.nih.gov/alcohol-health/overview-alcohol-consumption/alcohol-facts-and-statistics

http://darta.net.au/category/new-research-and-statistics/

https://alcoholthinkagain.com.au/Resources/Alcohol-Use-Statistics

https://familypeace.org.au/08-alcohol-related-violence-fact-sheet/

The Tavern

A Strategic Marketing Plan

Presented by: Briony (10122307)

Jana (22256813)

Max (22238392)

Charli (22478115)

Recommendations?

Our Insta Story Poll

Customer Relationship Management

  • The Tavern has the advantage of proximity, which they should exploit despite the competition of Varsity

1. Implementing Student Food Deals

- Currently food is overpriced at the tavern, which because of the thriftiness of students is deterring people away.

- When discussing the Tavern Prices with people we interviewed at the Tav, they found they went to the Tav solely for the convenience, but they feel things are overpriced.

- They discussed the chip prices (@ $8.70 for a bowl) and said they would like to see prices similar to the The Vic at The Tav

2. Catering Food More to Their Target Audience

- Currently they have a number of items on offer that Generation Z would not tend to order. The Tavern could potentially implement more student friendly items, such as cheaper burgers.

e.g.

vs

Received -

51 votes, 358 views

in 19 hours

1 = 45 votes

2 = 6 votes

In what order do 18-34 year olds typically try to get their questions answered from a brand?

Recommendations?

2. Using demographic specific marketing

Recommendations?

Recommendations – The 4E’s

Macro-environmental Factors

We recommend the Tavern uses UWA specific pages to engage with their audience

1.Thrift:

2. Health Consciousness

  • Modern consumers are provided with increasing information to compare goods and services, along with the lingering impact of the GFC which has made them more price sensitive.
  • Especially true for university students who seek the cheapest option they can

- Reflected in the poll below between The Tavern and Varsity Bar

Currently (The Tavern) –

Very minimal replies to consumers via comment threads on Facebook page.

Our direct FB messsage recieved no response

As is evident, people prefer Varsity. This is mainly driven by the cheaper options they provide – Varsity has $10 student deals everyday, and they also offer $5 pints. The Tav is not able to properly compete with Varsity, because their price points are significantly higher.

Macro-environmental Factors

2. Time Poor Students:

  • Provide nutritional statistics on menus
  • Consumption decision-making

  • Obesity = one of the biggest public health challenges facing Aus.

Eating Disorders Australia (2017),

  • 50% adults = body weight posing serious health risks.
  • 60% adults = obese and almost 10% =severely obese.

  • Hence, naming, highlighting and promoting the most nutritional menu options to encourage healthy eating is important.

  • Location advantage over other outlets that are not situated on campus.

  • Very strong advantage, especially considering most students are time poor.

  • Gen Z tends to enjoy instant gratification which is amplified through their use of smartphones/technology.

  • Tend to want things straight away and have very little patience.

- University students also do not have a lot of time, since they are generally between classes.

  • Tav Manager - strive to have a 15 minute turnaround.

- However this is more word of mouth, so people do not know there is a very quick turnaround.

Varsity

V Burger Bar

Excite

- User generated content to excite Gen Y and Gen Z

- Competitions encouraging user generated content

Meet and Bun

Grill'd

Educate

- Gen Z and Gen Y value transparency

- Post ingredients under Instagram food and drink posts

- Post informative ‘how to’ videos on cocktail making

- Inform consumers via Instagram videos of how meals are created

  • UWA Memes for Reid Library Teens is already advertising for Hackett Cafe - a guild affiliated cafe

Very high interaction over a period of less than 24 hours

  • The Tavern could implement demographic specific marketing by approaching UWA 'meme' pages

Recommendations?

  • Availability of deal - 1 hr period is restrictive in comparison to Varsity's continuous 4-hour timeframe

  • 1-hour slots for deal could be a disincentive for consumers to spend longer in The Tavern

  • Times of deal may be out of line with student schedules

  • Chips don't have a high cost factor - could increase 'happy hour' offer times and encourage more incidental spending

EWOM (E word of mouth)

Recommended –

  • Reply to customer messages in a timely fashion

  • Regularly interact with consumers via comment

threads - illustrate valuing customers

The 'Build Your Own Burger' special offered by the Tavern in it's 2017 menu - no longer available

- Floating litter = noticeable

- Unattractive university

- Animals in jeopardy

(Potential to easily enter our waterways, spoiling water quality)

Recommendations?

Currently-

  • No responses to consumer Facebook reviews

  • Three negative reviews are at the top of The tavern Facebook page.

Recommendations?

Engage

- Create polls via Instagram stories (see what we did on the next slide)

- Involve target cohorts in more competitions with prizes for winners (

Experience

- Gen Z hesitant to trust products without experiencing them

- Run regular taste testing out the front of The Tavern to encourage foot traffic in

Recommended-

  • Reply to consumer review concerns honestly and proactively

  • Show that concerns are taken into account and actioned

1. Implementing Online Ordering

  • Since Generation Z is very tech savvy with 98% of Generation Z owning a smartphone, The Tavern could implement an online ordering system.
  • This would allow people to make orders beforehand. Students could then pick up their order in a very short turnaround time.
  • The Tavern has been implementing this with Pizza orders, however we are suggesting doing it across the board

2. Implementing Takeaway

  • The ability to pick up your order and eat it on the go is something that appeals to the time poor nature of students.
  • By allowing people to takeaway their orders, students would be able to satisfy their time poor nature.

  • Better social media engagement - recapture target audience

  • Discontinued 'Build your own burger' menu offer based on competition

  • Varsity Bar offers burger deals - however Tav would have a competitive advantage due to the location convenience factor

  • 19/23 UWA students - want more 'pub food' on The Tavern's menu. Including chicken parmy, chilli fries and burgers.

  • Expand it's target audience through deal implementation (e.g. graduates or UWA alumni)

Analysing the Marketing Environment

Macro-environmental Factors

Marketing Ethics, Sustainability & CSR

UWA Tavern staff have worked to implement CSR strategies in the areas below:

Analysing the Marketing Environment

1.Demographics:

1. Environmental Awareness

  • Run by the UWA Student Guild - bound by the Guild's code of conduct and regulations

-Food and Drink prices are set by the Guild

• Onsite kitchen

• Fully-stocked indoor and outdoor bars

• State of the art audio-visual equipment (music system, projector, TV screens)

• Capacity of up to guests

• Free parking (weekends, during UWA holidays and after hours during semester)

• Offers catering and outdoor seating

Thank You

  • Convenient combo deal

  • Offered from 11am-3pm weekdays

  • Offering deal all week - students can access deal when they're not attending classes

  • Loyal customers - "by providing specials that keep the brand interesting and engaging"

Varsity Bar - Nedlands

Company Overview: The Tavern

Micro-environmental Factors

The Tavern’s key demographics to target include:

- Generation Z

- Some Generation Y,

- Age group of 18-24, as well as a

- Multicultural student body composed of a growing number of international students:

  • American themed sports bar

  • UWA Tavern's main competitor

  • Strong social media presence in comparison to The Tavern

Digital Marketing

Address: M300 UWA Student Guild Hackett Drive, Crawley, Western Australia, 6009, Australia

Situated centrally with the UWA campus, adjacent to the UWA Refectory and opposite the Oak Lawn

Operates under a liquor licence as a restaurant and pub

Analysis, Issues & Recommendations for the UWA Tavern regarding CSR

Analysing the Marketing Environment

- Gaining insights on The Tav's CSR

- Hence, we emailed the business’ head or marketing / marketing manager and received the following response:

“We are always very socially conscious of the way we operate. We believe socially and environmentally conscious business practices should just be a part of running a good business.”

Marketing, The Tavern

- Strive for profit

- Face ethical dilemmas

- Hold a Corporate Social Responsibility

- Stakeholders:

1)Employees (&their families)

2)Customers (current &potential)

3)Marketplace (partners/competitors)

4)Society (community &environment)

  • Even when looking at all students aged between 18-24, the preference among young people is no longer beer, but has shifted towards spirits and other alcohol types:

Corporate Collaborations

  • Lion Nathan Breweries

  • UWA Student Guild - peak student representative body on the UWA Campus

Source: Australian Institute of Health and Welfare (AIHW) 2013

  • The changing preferences in alcohol types, coupled with the increased multiculturalism is driving a change in the Australian drinking culture as we know it. The Tavern needs to make sure it stays ahead of the trend, and is able to adapt their product offerings to cater to these changes.

Recommendations?

This is driving a major change in the drinking preferences among Generation Z. People from Asian countries tend to prefer Spirits over beer:

Generation Z and Y like to be engaged when marketed to.

Alcohol Awareness

1. Implementing drink specials on other products – not just Beer

  • Currently the Tavern only has happy hour specials on Beer.
  • Missing out on targeting the changing demographics.

cont. on next slide....

  • 71% of alcohol consumed in the South East Asian Region is spirits, whereas only 25.5% is beer.

Source: WHO Global Information System on Alcohol and Health

Total Higher Education Students in Australia

Engaging Posts...

vs

Unengaging Posts...

- No pressuring

- Large food range vs. drinks (replacement)

- No unlimited alcohol at events policy

- Avoid violence and aggression

- Safe & open environment

(avoid danger from isolation)

  • Very high interaction on their cocktail post vs low on beer post

The Tavern’s predominant target audience have been identified as ‘dominant digital’ users and belong to Gen Y and Gen Z. For this group, digital technology is an integral part of life.

Micro-environmental Factors

As is evident, the number of international students as a % of total has been significantly increasing. The majority of these students are of an Asian background:

Polls Competitions Advertising events

198 votes 13 likes, 50 comments 7 likes, 1 comment 1 like, 1 comment

Source: https://www.education.gov.au/selected-higher-education-statistics-2005-student-data

Corporate Social Responsibility

Source: International Education Student Data

  • = Gen Z - global scandals

i.e. Terrorism after 911 + tech

scandals

  • Gen Z values:

- Trust

- Responsibility

- Honesty

- Transparency

- Mutual respectful treatment

between organisations.

Facts & Recommendations?

Competitors

Main Competitor = Varsity Bar, Nedlands

  • Less convenient location - but nevertheless, students visit it regularly

  • Affordable food and drink specials tailored to the average uni student's budget.

Alcohol:15 deaths & hospitalises 430 Australians every day

(Foundation for Alcohol Research and Education)

- Create exciting mocktails vs. just soft drinks

4.5 % of Australians aged 15yrs+ = physically abused by someone under the influence of alcohol (Family Peace Foundation)

- Make people aware of potential antisocial behaviour

(so violence & abuse won't go under the radar)

- Hence, mount posters with statistics

(around area + at events)

Here are some examples:

Marketing Ethics

UWA Student Guild

- 3 phases:

1) Planning phase (develop an ethical framework)

Feedback after reaching out...:

“Looks great. I’m always down for a Tav sesh – the boiz & I need nothing more than a reminder like this to get us going and we’d all be more than keen to support something so important in today’s society.”

Respondent #3 (via Facebook Messenger, Male, 18yrs)

“LOVING THIS IDEA. Not many more things I know are more important than this current issue to my friendship group and I. Would 100% get me down to do my part & show support!”

“Hi – attractive advertisement overall. However in terms of the content it contains, I believe that yes, the idea of focussing an advertisement on the business’ environmental CSR practices may really entice some people, BUT on the other hand may fail to attract the target segment of consumers if NOT backed up with exciting offers, deals &/or events. So, in order to avoid this failure, perhaps a fix-strategy could be to highlight the Tav’s ethical practices and values whilst offering combo deals or promoting jazzed-up events simultaneously, ticking off the excitement factor.”

Respondent #2 (via Email, Male, 22yrs)

Respondent #1 (via iMessage, Female, 19yrs)

Description and justification of promotional content

Illustration of Social Media Promotional Content

- Ad created in order to initiate engagement with a range of people:

1) Capture their attention in the first place

2) Entice them to go there

- MKTG strategy: CSR actions attract consumers, esp. Gen Z (reasoning discussed prior - target consumer values CSR + popping colours used for generally short attention spam))

The following advertisement was sent to a range of social media users:

Description and justification of promotional content

- Respondent #2 = extra recommendation

- Overall responses suggest tactic of highlighting The Tavern’s ethics = effective at resonating with the target consumers.

- Both creating and promoting such ads captures attention and respect of consumers too

- Hence, regularly update consumers regarding current ethical practices via social media etc.

- Overall, developing campaigns focussing on ethics / CSR aspects of organisations = higher levels of engagement with potential customers

2) Implementation phase (put this plan to action)

3) Control phase (ensure that this plan can be sustainable)

  • Official student body of UWA students - The Guild is responsible for representing student interests to the university, government and wider community

  • The Tavern is bound by the Guild's rules and code of conduct in its day-to-day business and social media marketing

For example:

- The Tav is unable to market '2 for 1' promotions on alcohol

- 'Happy Hour' promotions must be before 7pm

  • The Guild is also in control of any alcohol advertising or sponsorship The Tavern receives

  • Whilst The Tav will give direction on what is to be advertised - the majority of the marketing comes from the UWA Guild

Why Aren’t The Tavern Using Snapchat?

On a typical day, which do 18 -34 year olds do more?

Ages of students enrolled in Cert III and above in Western Australia – ABS 2017

Reasoning

  • The Tavern’s bar manager, Hayden Greenham, "Snapchat use is declining"

  • Does not believe that using Snapchat will reach The Tavern’s audience

Recommendation – Use Instagram Stories

Snapchat is the highest used social media platform in the target age group

Daily active users of Instagram stories has taken over Snapchat's (200m vs 160m)

Not essential to implement Snapchat - should be utilising Instagram stories

Social Media Marketing- Gen Y and Gen Z

Facebook Use is Declining

Marketing on Instagram and Snapchat is more engaging

Recommendations?

The Tavern’s Current Social Media Use

  • Facebook use is declining, particularly among 18-24yr age group

  • Seen as ‘old fashioned’ by Gen Z

  • Tool for group chats and keeping up with family

  • News feed is not showing Gen Y and Gen Z what they want

  • Facebook content always there (constant notifications – no urgency)
  • Target cohorts respond more positively with engaging content

  • Short attention spans – picture and short video content draws attention

  • Instagram’s ‘story feature’ (24 hrs) and Snapchat’s disappearing content – FOMO Fear of Missing out

- Privacy is appealing to Gen z

Lion Nathan Breweries Partnership

  • Gen Z's alcohol preferences - Tav should look at expanding partnership base with wineries or spirits wholesalers

  • Partnerships should be: suitable to the student budget + good quality

  • Offer promotions on drinks that are favoured by target audience
  • e.g. Deals on Cocktails

The Tavern - Instagram

  • Very minimal posts (7 posts in the last 12 months)

  • Photo uploads not particularly aesthetic – some contain text atop photos

  • Next to no video content

  • No use of story function

The Tavern – Facebook Page

  • Posts a few times a month

  • Mainly photo and event notification banners. Next to no video content.

  • Special promotions and competitions

  • 2,800 likes, 2,844 followers out of 24,327 enrolled students

  • Partnership with Lion Nathan, along with other uni taverns, means that they have access to large volume ordering discounts

  • Rebates for beer sales - this money is used for their promotional fund

  • Partnership focuses mainly on the supply of different types of craft beer.
  • This may be difficult to draw a Generation Z crowd....
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