saucy grill presentation
DESCRIPTION
Presentation to explain contents of our Marketing Plan to our client.TRANSCRIPT
Phase 1
• Market Situation
• Client Business
Phase 2
• Competitors
• Macro-Environment
• SWOT Analysis
Phase 3
• Key Issues
• One year marketing objectives
and strategies
• Action plan
• Budget
• Marketing Controls
Introduction
Financial and Marketing Objectives
Review of Macro-Environment
SWOT Analysis
Key Issues
Recommendations
Action Plan
Budget
Monitoring and Measuring
Questions
Agenda
To increase overall sales by 15% within one year
• 10% restaurant
• 5% catering business
Financial Objectives
• To increase traffic from new
markets
• To increase revenues of the
catering business
• To effectively differentiate
Saucy Grill from its competitors
• To create a loyalty program
Marketing Objectives
Demographic
Economic
Natural
Technological
Political/Legal
Socio/cultural
Macro-Environment
Demographic
• Population of Streetsville:
42,327
• Household income: $114,339
• Average Canadian spends on
food per week: $123.76
• People living in Streetsville are
typically between 20 and 44
years old
Macro-Environment
Economic
• In 2011, consumer spending is expected to increase 2.8%
• Consumers cut down on entertainment and dining out first
• Eating out has become more and more expensive
• In the restaurant industry, increasing costs of doing
business affects the entire supply chain
Cost of doing business
utility bills insurances and taxes
Macro-Environment
Natural
• Rising fuel costs
internationally
• Rising food prices have
risen by 45% since 2009
• Increase in food crop prices
higher menu prices
Macro-Environment
Technological
• Restaurant security systems, POS
systems, and scheduling systems
• CRM software, wireless ordering
devices and handheld devices
• Interactive menu systems
Macro-Environment
Political/Legal
• Food Handler’s License or Permit, Liquor License,
Sign Permit, Music License, Fire Certificate etc.
• The Smoke-Free Ontario Act
• The Canadian Food Inspection Agency (CFIA)
Macro-Environment
Socio/Cultural
• Social networking
• The green movement
• Healthier food options
• Dietary needs
• Multi-cultural
Macro-Environment
Strengths
• Premium location open for 10 years in Streetsville
• Fresh ingredients
• Offer catering services, takeout and dine-in
• Restaurant seats 122 people
• Boardroom
SWOT
Weaknesses
• No website
• Interior décor
• Saucy on the Side vacant
• Open concept kitchen is not visible
• Live entertainment
SWOT
Opportunities
• Canadian population is increasing
• Increasing incomes rates
• Use of social media
• Increase interest in organic food
• Customer database
• Advancements in POS systems
SWOT
Threats
• Rising fuel costs
• Competition
• Many business closures in Streetsville
• Not implementing green initiatives
SWOT
1. Minimal local advertising
2. Website needs to be re-launched
3. No Utilization of SEO
4. Customer awareness is minimal in Streetsville
5. Brand image is limited due to minimal use of
public relation strategies
Key Issues
6. Limited strategies in place that improves
overall operations of the business
7. Vacant space next door, owned by Saucy Grill
is being underutilized
8. Catering represents a small portion of Saucy
Grill’s entire operation
Key Issues
1. Website re-launch
Rationale
• Easy to access and more convenient to the customer
Action Plan
• Launch in January 2012 and continually update on a monthly basis
Recommendations
2. Expand the catering business
Rationale
• Will increase overall revenue annually and differentiate from competitors
Action Plan
• Promote via word of mouth, social media pages and other traditional advertising methods
Recommendations
3. Use social media more effectively
Rationale
• Social media is an excellent, inexpensive way to connect with customers
Action Plan
• Actively post information on Facebook, twitter and LinkedIn
Recommendations
4. Expand local advertising
Rationale
• Frequent advertising in the GTA will expand clientele and increase customer awareness
Action Plan
• Advertise in newspapers such as the Toronto Star
Recommendations
5. Start utilizing the vacant lot (Saucy on
the Side)
Rationale
• Currently it’s being rented for storage and is accessible only through an outside door
Action Plan
• Create a doorway through the restaurant in January 2012 and use space for catering
Recommendations
6. Start using incentives
Rationale
• Entice new and repeat customers to come in more often
Action Plan
• Create a separate menu insert featuring promotions
• Lunch special
• Loyalty points
Recommendations
7. Use of testimonials
Rationale
• Positive testimonials will help bring in potential customers
Action Plan
• Launch with website and update every 3 months
Recommendations
8. Loyalty program
Rationale
• Better serve customers by acting upon information obtained
Action Plan
• Acquire POS system
• Point accumulation
Recommendations
111 Queen St S, Streetsville, Mississauga, ON, L5M 6B5(905) 542-9600
251412 526 855 959
This is not a credit card. This card identifies the holder as a Saucy Grill member with the indicated account number. The right to use this card and collect or redeem points is subject to the terms and conditions of Saucy Grill’s rewards program.
Visit us at www.saucygrill.ca
Valid from 2012-2013
9. Bring in live entertainment
Rationale
• Project a unique ambiance and differentiate from competitors
Action Plan
• Start May 2012 on Friday evenings
• May include: a Pianist, a Harpist, a Violinist or some light Jazz music
Recommendations
10. Expand the use of sponsorships
Rationale
• Improve company image and brand awareness
Action Plan
• Sponsor local sports teams and community events
Recommendations
11. Update interior décor
Rationale
• Enhance the restaurants visual appeal and environment
Action Plan
• Consumer feedback
• Analyze competitors
• Start late 2012
Recommendations
Action PlanActivity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1. Re-Launch Website
2. Maintain Website
3. Expand Catering
4. Social Media
5. Local Advertisement
6. Saucy on the Side
7. Start Using Incentives
8. Use Testimonials
9. Implement a Loyalty
Program
10. Live Entertainment
11. Sponsorships
12. Interior Décor
One Year Marketing Plan
Task Percentage
1. Re-launch the website 5%
2. Expand the Catering Business 10%
3. Use Social Media 3%
4. Expand Local Advertising 15%
5. Utilize Saucy on the Side 10%
6. Use Incentives 15%
7. Use Testimonials on Website 2%
8. Implement a Loyalty Program 20%
9. Bring in Live Entertainment 7.5%
10. Sponsor Local Teams and Events 7.5%
11. Update Interior Décor 5%
Total Budget 100%
Budget
• Track website hits
• Monitor requests for catering services
• Evaluate communication with customers
on social media pages
• Monitor distribution of flyers
• Monitor time reduced in accessing
equipment from Saucy on the Side
Monitoring & Measuring
• Monitor incentive redemption rates
• Review hits and feedback received from
testimonial page
• Monitor loyalty program
• Review feedback from live entertainment
Monitoring & Measuring
Questions