F&B marketing plan

8/10/2019 F&B marketing plan

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A New Food and BeverageOperation on PolyU Campus

Chu Chun Kit, 11092939D

Lam Yan Ki, 11017133D

Lau Ho Hin, 11050385D

Pang Wing Wa, 11196856D

Tang Ming Yan, 11202542D

SEM003 Group A



Agenda

External Environment

Opportunities and Threats

Marketing Objectives

Target Market Analysis

Positioning and Differentiating

Marketing Strategies and Programs

Implementation Milestones

Budget

Control



Macroenvironment



Demographic

target customers are students and staffs on PolyU

Simple food that is creatively presented is the key for universitystudents (Kotler,2010)

students,

29193

staffs,3505



Economic environment economic situation unstable and uncertain after the incident of

USA

Hong Kong Fact sheet

more concern and spend less

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

2010 2011

Consumer Price Index



Political environment

fund supports to small and medium enterprises (SMEs)

Consultation Centre

New Academic Structure 334 market is larger

minimum wage of $28 per hour production cost



Social – cultural environment

inference of Japanese culture

“Slim” culture

Japanese food is nutritious but low calories and fat in

content



technology

New packaging technology

Connecting to potential customers through internet



Natural environment

increasing concern about the environment protection

price in natural resources



Opportunities

Students enjoy fast food and love Japanese food

double in size in the new Year 1 students in 2012

(New Academic

Structure 334)



Opportunities

global economic down turn

we provide sushi at low price

some supports to SMEs such as financial fund andconsultation services

increasing popularity of Japanese culture



Threats

prefer good environment and high quality food

friend-gathering” experience and like to relax



Threats

minimum wage leads to increase in production cost

plastic for packing might accused of damaging environment



Competitors

Competitors

InsideHKPU

OutsideHKPU



Competitors

Competitors

InsideHKPU

OutsideHKPU





Competitors – inside HKPU

Strength

Price

Food HygieneProximityto HKPU




Price lunch sets : $ 25-30

crucial ∵ students have low purchasing power

Proximity to HKPUattract students and staffs with short meal break

Food Hygieneundergone Food Premise and Inspection andFood Sample Tests safe and clean to eat






Over-crowded from 12:00 to14:00

unfavourable to the students with short lunch time

Few food varieties78.8% of students + 75% of staffs

survey by the Catering Committee, HKPU



Competitors

Competitors

InsideHKPU

OutsideHKPU



Competitors – outside HKPU




Strength

High qualityJapanese Food

EnvironmentGood

services




High quality Japanese food - sushi, ramen, tempura, shabushabu, and other

fried foods creating lasting relationship- cook when order fresh

Environmenthigh-class, comfortable and clean

professional




Services- self serive: sushi on conveyor belt (co-production)

obtain freely

- non-self-service: order fresh




Weaknesses

Over- crowded

Expensive




Over-crowded

- high rental cost small area- customers from office and HKPU, tourists

Expensive- sushi: >$9/portion

- meal sets: >$40- $10-$15 higher than meals in HKPU



Marketing Objectives

1. > $2,800,000 in sales by the end of year 1.

2. market share of 50% in POLYU

3. 80% customer awareness of our brand in our

target markets

4. return on investment >15%

5. operating profit of over $1 million on sales



Target Market



Market Segmentation

Generation Segmentation

Generation Y

Behavioral Segmentation

Propensity to have meals in the school campus



Market Targeting

→Generation Y with willingness to have meals in Poly Ucampus

However, they have limited meal-time.



Market Positioning and Differentiation

Positioning

“For students and staffs of HKPU who want to have more

restaurants in school, our products are sushi and Japanese

appetizers that are inexpensive but high quality, and serve

with efficiency in the school. “

Differentiation

- inexpensive- fast- popular- high quality



Products

Prepackaged sushi

Co-production- Customer put their favorite food items in boxes

provided- Pass to our employees for the packing process

All take away, no dine-in service

High quality caterer- Not to sell overnight products- All sushi is made at retail site

Strive to provide upscale food in a modest price



Price

Follow cost-plus pricing∴ simple and guaranteed margin revenue

No fixed cost because being a caterer in campus

does not require rentUnit cost = Total cost / Expected unit sales= $1,708,158 / 943,000= $1.8

Aim to earn a 40% mark up on salesMark up price = Unit cost / (1-desired return on sales)

= $1.8/0.6= $3



Place

Set up a retail site on campus

Sell at Che-woo Lui Hotel and Tourism ResourceCentre of SHTM

Reservation by phone



Promotion



MilestonesMilestones Start Date End Date Budget / $ Who is

responsible?

How to

evaluate? Advertising posters Early

September

Early

September

34 Employee Reflected by

sales volume

Early January Mid-January 34

Sending Emails Mid August Late

September

Nil Marketing

Manager

Distributing leaflets EarlySeptember

EarlySeptember

4,000 Employee

Early January Early January 4,000

Posting core picture Early

September

Early

September

300 Employee

Discount periods Early

September

Late October 20,000 Sales Manager

Early January Late February 20,000

Advertising in PolyU

Life

Early

September

Early

September

Nil Marketing

Manager

Giveaways Early

September

Mid-

September

10,000 Employees Reflected by

number of

approaches



Budget

2012-2013

$

Sales 2,829,000

Cost of production (1,131,600)

Gross Profit 1,697,400

Marketing and

Promotion

(58,368)

Operation costs (518,190)

Net Profit 1,120,842



Controls

1. Opinion forms

2. Mysterious shopper system

3. Promotional Campaigns

4. Regular talks and evaluation meetings



Documents

F&B marketing plan