Maize and Blue Deli

Let’s unwrap this business…

The Current Big PictureBusiness Objective

Marketing Objective

Source of

Volume

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

•FE: traditional, family-run deli•CC: no core competence, but competency in Michigan-ization•Goal: no clear goal

Retention Stimulate Demand

Segmenting

Target

Noah Smith Third-year student at the University of MichiganAvid Michigan sports fan who attended every football game this season. Currently lives in Landmark.Enjoys going to Rick’s American Cafe with his fraternity brothers on weekend.Likes eating at local Ann Arbor eateries, including NYPD and No Thai

Current positioning statement:

The Current Big PictureBusiness Objective

Marketing Objective

Source of

Volume

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

•FE: traditional, family-run deli•CC: no core competence, but competency in Michigan-ization•Goal: no clear goal

Retention Stimulate Demand

Freshly made deli

sandwiches

• Competitive pricing

• Half-meat option

South University

•Word of mouth buzz•Man vs. Food•ESPN (Phelps)

The Big Picture:where the bread molds

Business Objective

Source of

Volume

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

Marketing Objective

Marketing Objective

Retention Acquisition

Management believes that their quality sandwiches alone keep people coming back, but our survey indicates that Maize and Blue is actually rated last in taste, and last overall when compared to their competition.

Survey results reflect 39 male and 115 female University of Michigan students

Retention is failing…Annual Visits to Maize & Blue Deli

1 to 2 times

3 to 5 times

6 to 10 times

15 to 30 times

Greater than 30 times

51%

9%

18%

21%

2%

The chart above depicts the amount of times students visit Maize & Blue Deli per year, which is less frequent than management thought.

N=96 University of Michigan student respondents

Instead, focus on acquisition:Have you ever been to…

88%

12%

Zingerman's Deli

90%

10%

Amer's Deli

56%

44%

Maize And Blue Deli

Total responses: 169= yes= no

Clearly, people are going to delis, so Maize and Blue should switch their marketing objective to acquisition in order to raise the deli to around 90% of people going at least once, where the

competition is currently at.

The Big Picture:where the bread molds

Business Objective

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

Marketing Objective

Source of

Volume

Source of Volume

Currently: stimulate demand Revised: steal share

Survey of 173 students shows Maize and Blue isn’t the category leader, so they need to focus on stealing share of the deli market

Not the category leader: steal share!

88%

12%

Zingerman's Deli

90%

10%

Amer's Deli

56%

44%

Maize And Blue Deli

Total responses: 169= yes= no Have you ever been to…

Again, this shows that Maize and Blue should focus on acquiring new deli customers by stealing share from the competition, rather than stimulating demand for deli sandwiches (a

demand which clearly exists)

Strategic matrix revised

A/SD R/SD

A/SS R/SS

A/SD R/SD

A/SS R/SS

The Big Picture:where the bread molds

Business Objective

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

Marketing Objective

Source of

Volume

Head to Head to Head.

Zingerman’s Maize and BlueAmer’s

Head to Head to Head.

Zingerman’s Maize and BlueAmer’s

$9.25 $9.49$15.5

0

Main and Dynamic variables within the category

This graph shows a comparison between the three main delis in Ann Arbor based on the main variable (fresh deli sandwich), which Zingerman’s is the category leader in, and the dynamic variable (bang for your buck), which we believe Maize and Blue leads with.

Current positioning statement:

Revised Positioning Statement

The Big Picture:where the bread molds

Business Objective

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

Marketing Objective

Source of

Volume

Promotion

Clear awareness problem

Currently, no advertising budget

Low cost promotion options:

Update website

Utilize social media

Update their website:

THE SANDWICH WITH THE MOST BANG FOR YOUR BUCK IN ANN ARBOR!

Website updates

Currently, their website is very old-fashioned with no real information on it and a dead link to a Phelps video.

In about 30 seconds, we created a new, free website using Wordpress.com. They need to feature more images, perhaps create an online order system, and promote specials on their website.

New tagline: “The sandwich with the most bang for your buck in Ann Arbor!

Implies steal share—don’t want to use negative ads

Social Media

Facebook: “LIKE” Maize and Blue for updates on price promotions and to see what’s going on in the store i.e. “Denard Robinson just came in for a number 86 and you should too!”

Twitter: “Tweet why you love #maizeandbluedeli and be entered to win a free sandwich!”

Instagram…

Instagram

Currently, people love taking food pictures instagrams. We did a hashtag search and found that current instagrammers were already uploading pictures of the sandwiches.

why not utilize this free buzz by asking customers to instagram their favorite sandwich and enter to win one for free!?

Price Promotion

Promotion options that low cost:

Utilize www.eatblue.com

Offer coupons

How to utilize eatblue.comTuesday Turkey Special: Buy any of our turkey

sandwiches and get a second sandwich half off! Bring a friend!

Coupons

• Coupons are non-existent post them onto the new website/Facebook/Twitter/Instagram

• Clipper Magazine is another great way for local businesses to advertise and give out coupons

Maize and Blue Deli1329 South University Avenue  Ann Arbor, MI 48104(734) 996-0009

If Michigan

Wins Today,

You Get $1.00 off

your order!Fri. from

3-4, Full Sandwich

for 1/2 Meat Price!

The Big Picture:where the bread molds

Business Objective

Segmenting

Targeting

Positioning

Product

Price

Promotion

Place

Marketing Objective

Source of

Volume

The 5th P: Packaging

The 5th P: Packaging

Outside appearance: An article from the Michigan Daily compared it to the outside of a Gold’s Gym

Invest in updating outer façade, registers, and inside furniture while maintaining the famous signing wall (keep nostalgia)

Conclusion: Our Revised Big PictureMarketing Objective: From retention to acquisition

Source of Volume: From stimulate demand to steal share

Positioning statement: From “our sandwiches are simply delicious” to “our sandwiches offer the most bang for your buck”

Promotion: From word-of-mouth only to utilizing social media and offering price promotions

Place: From dark, outdated restaurant to updated/more inviting interior/exterior