Meat Pies & Pasties

The Marketing Plan Presented by:

Anna Nassinovskaia, Beckee Waterworth,

Monica Rivera, and Lissa Art

Company DescriptionWho or What is Tiddy Oggies?

Successful family owned British meat pie business since 1869 Original founders: Nigel and Gertrude Cooke

Location: Plymouth, Devonshire Consumers: Miners and Factory Workers

Mission Statement “At Tiddy Oggies we take pride in meeting the highest standards of quality and freshness by taking a modern and entertaining twist from the traditional English cooking styles. We consistently offer our customers impeccable service by demonstrating warmth, graciousness, and efficiency at a fair price. While simultaneously providing educational service and rich cultural experiences, we hope to create lasting bonds within the community.”

Corporate Goals

Non-Financial Goals:

To increase employee retention rates

To expand current product goals

Financial Goals:

To increase profitability

To increase market share

Core Competencies and Sustainable Competitive Advantage

• Communication (facts of the day)

• Flexibility and Adaptability (restaurants, pubs, catering)

• Results Orientation

• Teamwork

SWOT Analysis

Strengths • Employee expertise • Educational and

entertaining service• Unique and diverse

brand• Filling and affordable • Easy on-the-go

Weaknesses• Market to new

audience• Competitive • Small team• Limited resources

SWOT Analysis

Opportunities • Gastown/Waterfront

location• Distinctive name • Social media

promotion• Expansion• High traffic

Threats• Well known brand

names• Vancouver weather• Competitors

Situational Analysis Industry:Highly competitive Rapidly expanding24 new food carts by 2014

Company:Gladys Cooke current ownerCame to Canada in 2008 (Toronto) Follow original recipes Imported drinks Local ingredients Meat and Vegetarian options

Competitors:English Pubs and Restaurants English Butcher Shops

Customers:Tourists British Immigrants Ages 25-55Income ranges from $40,000+Vancouver and North Vancouver Residents

Marketing and Product ObjectivesObjectives: Culture-building companyEducating on British historyEasy to eat Convenient

Target Markets: Tourists British Immigrants

Points of difference:Savoury PiesTheme/EntertainmentFacts of the dayEducational Promotions/Expansion objectivesFast Service, fair priceCulturally enriching Experience

Positioning: Low cost, high quality

Product StrategyProduct Line: Homemade British food Pies, pasties and sausage rollsDifferent sizes optionsDiverse drink selection

Pie/Pastie Prices: Small $2-$5/unit Medium $4-$8/unitLarge $6-$8/unit Sausage Roll Prices:One size $2

Packaging: Clear PackagingReusable & recyclableShowcases freshness and qualityTag includes logo, flavour of pie,nutritional information, and facts

Branding: Theatricality Traditional British clothingTake out, delivery, and catering options

Pricing StrategyPricing Factors: Cost of productionOther explicit costs

Factors to consider: Business costs Profits Industry standardsSkill level and experienceBusiness Strategy

Pricing Objectives: Maximizing profitIncreasing sales volume Increasing market shareCompany growth and expansion

Special Adjustments:Combo optionsStamp cardsPick-up/delivery discounts

Distribution Strategy

Identify Channels:Pick-up discountsDelivery (long term)

Specific location and rationale:Water Street and West Cordova High traffic area

Tiddy Cart

Promotional Strategy

www.getyertiddys.com

Trans linkCar wrapping

Tiddy Oggies Promotional Budget year One $50,000 Budget QT 1 QT2 QT3 QT 4 Totals Public Relations Totals Markting Consultant $ 2,000.00 $ 100.00 $ 100.00 $ 100.00 $ 2,300.00 Press Release

Event Opening Weekend Event $ 300.00 $ 300.00 Jan 1st 2012 Giveaways and apparel $ 250.00 $ 250.00 Web Marketting Web Developer $ 1,700.00 $ 1,700.00 Search Engine Optimisation 100 100 100 100 $ 400.00 Advertising Print Media Creative developer 1500 $ 1,500.00 Classified Ads 799 1150 $ 1,949.00 24 hr Newspaper Advertising 2000 2500 $ 4,500.00 Transit Ads $ 3,000.00 $ 2,500.00 $ 1,500.00 $ 7,000.00 Brand Development Employee car wrap $2,500 $2,500 Stamp Cards $ 500.00 $ 250.00 $ 500.00 $ 1,250.00 Business Cards $ 300.00 $ 300.00 Phamplets /Brochures $ 660.00 $ 660.00 Brand Accesories Pens $ 50.00 $ 100.00 $ 150.00 Buttons $ 70.00 $ 30.00 $ 100.00 Aprons With Logo $ 250.00 $ 250.00

Total $25,109.00

Meat Pies & PastiesThank You!