la madre delivering the mediterranean experience to bakersfield katie bracker, jamie dequillettes...

La Madre Delivering the Mediterranean Experience to Bakersfield

Katie Bracker, Jamie DeQuillettesKevin Duffy, Jared Grant

Curtis Jensen, Jeff Studtman

PurposePurpose Venture Theme

Restaurant Entertainment

Target Market Rabobank College students Professionals Families Downtown

employees

NavigationNavigation

Mission:

To enhance the downtown Bakersfield community

through a Mediterranean patio dining and

entertainment experience

TransformationTransformation

InboundLogistics

OperationsOutboundLogistics

Marketing & Sales

Service

- Food- Beverages-

Entertainment

- Butchering- Vegetables- Beverages- Hot Stones

- Décor- Space- Delivery

Process

- Quality Services- Quality Products- Quality

Entertainment

- High Customer Satisfaction

- Mediterranean Experience

Value ChainValue Chain

Value Creation Value Creation AM/BreakfastAM/Breakfast

Product Target Segment

Need Feature Benefit

-Coffee-Entertainment

-People who work downtown

-Coffee-Information-Atmosphere-Location

-Gourmet Coffee-World Information-Social/Outdoor Area-Location

-Tasty Coffee-Informed on current events/world news-Proximity (Quick access to many local downtown business)

Value Creation Value Creation Day/LunchDay/Lunch

Product Target Segment

Need Feature Benefit

-Lunch-Entertainment

-People who work downtown

-Food-Out door atmosphere-Location

-Hot Stone-Out door atmosphere-Social/outdoor area-Location

-Unique dinning experience-Variety-Calming/ rejuvenating-Proximity (Quick access to many local downtown business)

Strategic Market Value Strategic Market Value CreationCreation

“Quality & Design”“Quality & Design”

“Modern functionality and old world atmosphere”

Quality: Excellent food quality in regards to

purchase standards (i.e. meat quality) Superior customer service

Design: Aesthetically pleasing Unique atmosphere Old world “look”

Strategic Market Value Strategic Market Value CreationCreation

“Brand Image”“Brand Image”

The brand image provides competitive distinction and marketing advantage through:

More inelastic consumer response to price increases

Less vulnerability to competitive marketing actions

Promotional Strategy: IMC Promotional Strategy: IMC PlanPlan

Target Audience: Downtown workers

“Push” strategy used for initial promotion, “pull” strategy planned for growth

Word-of-mouth communication

Major Promotional Tools Used Advertising Sales Promotion Public Relations

Katie

Promotional Media Promotional Media PlanPlan

Phone Book Ad & Informational Website

Sales Promotion to local downtown businesses Distribute Mediterranean delicacies along with

description of atmosphere and entertainment options at the start of business and just before lunch

Mediterranean Media Day Local city officials and media

Perceived ValuePerceived Value

Total Benefits

Atmosphere

Convenience

Status

High Quality

High Service

Total Price

Food and beverage prices

Entertainment

Employee wages

Upkeep

Financing

Mortgage

PricingPricing Value-Based Pricing - Accommodate to

target market’s wants and needs. Add value with upscale, unique atmosphere. Determine price from perceived value.

Inelastic Price Structure – High value creates the ability to adjust price without affecting the sales.

Price Skimming – Use high prices to establish high quality.

Financial Pricing – Food will be priced relative to perceived value and profit margin goals.