Hospitality and Tourism Presentation Hospitality and Tourism RESEARCH

Jodie Antonio and Elon Hufana

GENERATIONAL MARKETING PLAN FOR:8-Twelve

What is 8-Twelve?

Oriental Market & Tapioca Cafe Located in San Leandro, CA

Community Data

History

Opened November 2013 BY DAVID KUANG, OWNER

Involvement With Community

Charity events (Sweater Drives, School Fundraisers, etc)

Customers

All ages

Target Market

18-25

Location

San Leandro, California

Observations

Inside and Outside Appearance: Big graphics of items they offerLocation: Central and visible location

Conducted ResearchSecondary Research Primary Research

➔ Articles Found Online

➔ Social Media➔ Statistics➔ Census Bureau

Information➔ DECA Marketing

Textbook➔ Online Surveys

➔ Customer Feedback Forms

➔ Personal Interview with Owner

➔ Observations of Business

Primary Research FindingsObservations:● Small Store● Large range of items for

sale● Very snug atmosphere● Nice and helpful

employees

Interview:“I love 8-Twelve just the way it is. The crepes there are simply amazing.”

- Ishmael R.

“8-Twelve is nice. Their drinks are great, but the fried calamari can be better”

- Hanson H.

“They have great deals! The food & drinks are really good, but its hard to find parking.”

- Carlo A.

Primary Research FindingsSurvey 1: ● A Google form was

created to survey online

Questions:1. Have you ever gone to 8-

Twelve?2. What’s your gender?3. Do you know what milk

tea/snow bubbles are?4. What should 8-Twelve improve

on?

Survey 2:● Statistics were

recorded for each person

Statistics1. 72% Yes, 28% No2. 44% Male, 56% Female3. 43% Yes, 10% No, 7%

Heard of it4. Marketing, Space, Food

Quality, Service, etc.

Secondary Research Data Findings

Source 1:

● Info: Schedule, Menu, Price Range, etc.

● Reviews from people from all different areas

● 8-Twelve has average rate of ⅘ stars

● People list the pros & cons

Source 2:

● Status updates on what is being offered

● Pictures of store and what’s new

● Announcements● Reviews from people

who went to the business

Secondary Research ImpactSource :

● Constant updates on the quality of the business

● Consistent consumers the give feedback online

● Review what’s great, and what else is needed

Source :

● No updates throughout 2014 from the business itself

● Inconsistent status updates

● Not enough marketing for popularity to grow

Conclusions and Identified ProblemsPros

● Outstanding customer service

● Gives out stamp cards● Welcoming/comfortabl

e atmosphere● Unique drinks and

snacks● Target Market:

Teenagers Ages 18-25

CONS● Long wait for

drinks● Baby Boomers are

not interested● Advertisements

are weak● Not social media

oriented

Objectives of Generational Marketing Plan

1. Target Asian/pacific island Baby Boomers ages 50-70 try new things

2. Develop a better advertising plan catered to ages 50-70

3. Gain more generational customers

Solutions★ Constant social media

updates★ Newspaper ads and

special offers/coupons★ Create mission

statement★ Send flyers in the mail★ Reach out to baby

boomers★ Create weebly website ★ Have 8-Twelve stands

at Cherry Festivals and local Farmer’s Market

Timeline of Events

Activity Month(s)

Develop better advertising plan through social media, San leandro times newspaper

January 3-30,2016

Create Mission Statement and Weebly website

February-March 2016

Have a booth at Cherry festival and farmers market

April 20, 2016

Send out flyers with special coupons via mail to downtown San

Leandro residents

May 2016

School Fundraisers Any Month

Proposed BudgetFor 1 year

Materials Labor cost Units Unit Price Total Price

Weebly Website

Google Adsense/Adword

s

$25.00 per hour

$0.00

11 hours

1 month (Approx. 4 Weeks

$25.00 per hour

$20.00

$275.00

$400.00

Facebook,Instagram,

Twitter

$2.50 per hour 1 $2.50 $2.50

Booth at cherry festival and

farmers market

$10.00 per hour 2 $100.00 $120.00

Flyers to send via mail

$10.00 per hour (Approx. 2 Hours)

1,000 $0.05 per page $70.00

Drinks for Seniors $10.00 per hour $1.38 50 $79.00

Total:$946.50

ROI on Promotional Sales(Return on Investment)

Total Sales $1,647.00

Total Cost of Plan $947.50

TOTAL ROI 58%ConservativeEstimate

Total Sales

January 18

February 18

March 40

April 36

May 30

June 28

July 30

August 28

September 26

October 26

November 26

December 28

TOTAL 334

Explanation of ActivitiesSocial Media and Weebly Website

➔ ● Social media and a Weebly site allows everyone to access special offers and details about the business wherever they are

● Its also a great promotional strategy to start incentives and drive people to the business

Newspaper Advertisements

➔ ● By putting coupons and ads in the newspaper it allows baby boomers who aren’t so techy to receive special offers

Mission Statement ➔ ● Creating a mission statement gives customers an idea of what your service stands for and what type of business you run

Booth at Cherry festival and San leandro farmers market

➔ ● By selling drinks to people at the se san leandro events it allows them to sample our product, purchase it and get to know what 8-twelve is

Give out flyers to downtown san leandro residents

➔ ● 8-Twelve is located right in the heart of downtown San leandro which makes it convenient to send coupons and special offers to the residents nearby

Goals

More Baby Boomer

Customers25 New

Create Website 50 Viewsfor 2 months

Social Media Updates

2 Per day

Cherry festival and farmers MARKET

x5 every 2 months

Faster Service everyday

Instagram,Facebook,Twitter

20 New Followers per site

(for 2 months)

Summary

Problems Solutions

➔ Lack of Advertising towards Baby Boomers

and in general

★ Weebly website and three social media sites were

created and will be updated constantly

➔ Needed to expand target market

★ Target market will expand towards adults and Baby

Boomers

➔ Unable to expand profits towards Baby Boomers

★ By having a booth at local events

QualificationsJodie Antonio Elon Hufana

● San Leandro High School Freshman Class President (2012-2013)

● High School Honor Roll (2012-2015)

● DECA Secretary (2013-14)● DECA Vice president (2014-15)● Varsity Golf (2012-2015)● Varsity Golf Team Captain (2014-

2015)● San Leandro High School Drama

and Musical (2012-2013)● NFTE Business Plan First Place

Winner (2014)● Student in the Academy of

Business and Finance (2013-2015)

● Wind Ensemble (2007-2015)

● High School GPA: 3.5● Student in the Academy of

Business and Finance (2013-2015)

● NFTE Business Plan Fifth Place Winner(2014)

● Varsity Wrestling and Swimming(2012-2015)

● Wrestling 2015 Western Alameda County Conference League Champion

● 2015 Northern Coast Section Wrestling Qualifier

● Owner and founder of Rising Lifestyle Clothing

Thank you for your time and consideration!

Jodie Antonio and Elon Hufana