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