chick-fil-a final deck
Post on 14-Apr-2017
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FALL 2015 CHICK-FIL-A PROJECT
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Agenda
Introduction to SIBC
Project Prompt
Current Value Assessment
In-Store Proposal
Out-of-Store Proposal
Branding Proposal
Conclusion
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WHAT IS SIBC?
ABOUT THE COUNCIL.
+ Student International Business Council
+ 500 active members from Notre Dame & Saint Mary’s communities
+ Our vision: Peace Through Commerce
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55
M&T TRUST | FRANK POTENZIANI
NOTRE DAMESTUDENT INTERNATIONAL
BUSINESS COUNCIL
ACCOUNTING
DIVISION
SOCIAL E-SHIP
DIVISIONCONSULTING
DIVISIONMARKETING
DIVISIONFINANCEDIVISION
BCSIBC
USDSIBC
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+ Semester-long projects with tangible impact
+ International internships and case competitions
+ Leadership: SIBC Executive Board & Board of Directors
DIVISIONS & LEADERSHIP
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CHICK-FIL-A PROMPT
An examination of the Chick-fil-A value proposition and its components.
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OUT-OF-RESTAURANT PROPOSAL
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Definition
ReputationMedia
Society’s Perception Memories
Brand Recognition
Customer Satisfaction
Out-of-store experience is a combination of the brand’s reputation, media, brand recognition, society’s perception, memories, and customer satisfaction.
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Industry Perception
1: http://academic.mintel.com.proxy.library.nd.edu/display/713697/?highlight#hit12:2: http://clinical.diabetesjournals.org/content/22/1/1.full
Grilled Chicken Sandwich
Grilled Chicken Nuggets
Grilled Chicken Wrap
Healthier Options
Premium Salads
Locally Sourced Greens
WrapsPremium Fruits &
Vegetables
Grilled Chicken
Sandwiches &
Nuggets
Chick-fil-A has an advantage over competitors because of its healthy options, real chicken, and 100% antibiotic free chicken.
Current Offerings Healthy Options
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The Truth
http://www.chick-fil-a.com/Antibiotic-Free
As Truett Cathy has always said: "Food is essential to life. Therefore, make it good."
Chick-fil-A’s commitment to antibiotic free chicken caters to consumer trends.
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Consumers’ Thoughts
http://academic.mintel.com.proxy.library.nd.edu/display/738167/?highlight#hit1 (2015)
Consumers recognize there are benefits to eating healthier and recognizing what is in their foods.
Perception of Fast Food Industry
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Informing Consumers
http://topdocumentaryfilms.com/food-inc/
Food, Inc., the documentary, shows consumers where meat is sourced for major fast food chains.
“For most Americans, the ideal meal is fast, cheap, and tasty. Food, Inc. examines the costs of putting value and convenience over nutrition and environmental impact.”
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Chipotle
http://www.fastcocreate.com/1680942/how-to-make-a-cannes-contender-chipotles-back-to-the-start
Through documentaries, short films, and infomercials, Chipotle has proven to consumers that there is value in its product.
Strategy
Over 15 million views
98% of people said these campaigns positively
impacted their view of the Chipotle brand
Reduces cognitive dissonance typically
associated with fast food industry purchases
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Proposal: “YouTube Series”
http://thoughtcatalog.com/dan-gheesling/2014/10/is-inside-chipotle-a-documentary-or-a-20-minute-advertisement/
Chick-fil-A needs to inform its customers of the value its food offers.
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