marketing proposal by christine chan. excited to share: overview consumer insights recommendations...

Marketing ProposalBy Christine Chan

Excited to share:

• Overview• Consumer Insights• Recommendations

Excited to share:

Overview

Overview

objectives

• Marketing Objectives• Drive sales

• Desire more lunch and weekday traffic• Weekends are good already

• Build reputation within local areas– Increase brand awareness

• Communication Objectives• Create stronger brand image for Wokcano. As a small chain with 6

locations all over Los Angeles, they lack a cohesive brand image.• Leverage the restaurant’s ambiance, menu, and locations to

communicate Wokcano’s quality, coolness, and overall “new” image.• Recently they underwent a rebrand, but Wokcano has not

communicated this well.

Objectives

Target audience

• Profile• Locals within 5-10 miles of Wokcano locations

• Key Insights• Customers like the experience of Wokcano as an “easy and

accessible” Asian/Asian fusion place• Customers are generally 18+• For the people who don’t normally eat Asian food, focusing

on Caucasian, and other non-Asian population

Target Audience

locations

• Burbank• Downtown LA• Long Beach• Santa Monica• Valencia• West Hollywood

Locations

Consumer insights

Consumer Insights

Insights

• From Yelp• The service is usually a hit or miss• Bad take-out service• Price does not match with the quality of food

and service• Not all locations have the same menu

Insights

resources

• Social Media• Mail Ad• Local print ad• OOH

Resources

Consumer concerns

• Is the price reasonable?• Do they provide fast service?• How is the quality of the food?• How is the atmosphere of the restaurant?• What are the food options?

Consumer Concerns

recommendations

Recommendations

strategy

• Raise awareness, consideration, highlight rebranding of Wokcano

• Create seasonal menu to attract local communities

• Re-evaluate quality of service and food• Social media campaign

Strategy

tactics

• Rebranding• Menu rebrand• Food & service• Advertising• Digital advertising• Local events• Delivery system

Tactics

Menu rebrand

• Quarterly meeting with manager to come up with a cohesive and consistent menu for all locations.

• Redesign the look of the menu to match with the ideal of Wokcano

Menu Rebrand

Food & Service

• Food & service quality is the key element of keeping a restaurant’s reputation. Wokcano needs to re-evaluate and provide faster and better service to their target audience.

Food & Service

advertising• Print: local magazine, especially the ones that could reach the

professionals in the area.• OOH: freeway billboards, decal on buses, posters at metro

stations• TV: rebrand commercials • PR: reach out to gourmet and food magazine to feature• Digital:

• Yelp review monitor, make sure all locations’ Yelp account has the same brand image

• Local Bloggers: invite local bloggers to locations• Newsletters: includes special deals for day of, and send out right before lunch

• (Daily Double: special lunch, first lunch at regular price, second for $1 only)

Advertising

Phone App

Local events

• Craft beer/wine tasting• Pair drinks with Asian food• Collaborate with local breweries and wineries

Local Events

Delivery system

• Be on point with their delivery system. People on Yelp been saying their service and food are not reliable.

Delivery System

• Boost ranking• Upload professional pictures• Encourage positive comments– “Free dessert for check in”

Yelp Campaign

THANK YOU!